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  • 1. Creative Media Analysis
  • 2. Creative Media Analysis
    • Media research and measurement techniques
    • Audience measurement concepts and issues
    • Efficiency measurements for inter-media comparisons
    • Strategic analysis techniques
  • 3. Media Measurements
    • Broadcast Media
      • Measurement services are Nielsen and Arbitron
      • Television
        • People Meters, 5,000 TV Homes
        • Personal diaries, 210 market areas (DMA)
      • Radio
        • Personal diaries, 270 radio markets
  • 4. Media Measurements
    • Print Media
      • Measurement services are MRI and ABC
      • Magazines
        • Circulation, count of actual distribution
        • Readership, recent-reading measure
      • Newspapers
        • Circulation measures
        • Yesterday-reading measure
  • 5. Media Measurements
    • Other Media
      • Out-of-home, Traffic Audit Bureau
        • “daily circulation”
      • Internet, Nielsen/Net Ratings
        • Site visits measured by software
        • Like a “cookie”
        • 60,000 panel members
  • 6. Audience Measurements
    • Audience Coverage
      • Percentage of population that MIGHT be exposed to a particular medium
    • Audience Composition
      • Percentage of a media audience that is comprised of the target population
  • 7. Audience Coverage and Composition 2,390 8,982 Cosmopolitan 29.49 15.66 1,943 6,588 Glamour 12,404 194,341 Totals % Comp . % Cov . W18-24 Population Adult Population
  • 8. Exercise Audience Coverage & Composition
  • 9. Audience Measurements
    • Households Using Television (HUT)
      • Percentage of homes using television
    • Person(s) Using Television (PUT)
    • Broadcast Ratings
      • Percentage of an audience actually tuned in to a vehicle at the time measured
    • Audience Share
      • Percentage of HUTs tuned in to a particular vehicle at the time measured
  • 10. Television Ratings and Share 100 60.0% Total HUT 60 35.8 Other Shows 1 0.7 Diagnosis Murder 16 9.6 Law & Order: SVU 12 7.2 CSI: Miami 11 6.7 NYPD Blue Share HH Rating
  • 11. Exercise Ratings, Share, HUTs & PUTs
  • 12. Audience Measurements
    • Gross Rating Points (GRPs)
      • The sum of all household rating points delivered by a media schedule
    • Target Rating Points (TRPs)
      • The sum of all target audience rating points delivered by a media schedule
    • Gross Impressions
      • The raw number sum of all message impressions delivered by a media schedule
  • 13. Exercise GRPs & TRPs
  • 14. Audience Measurements
    • Audience Duplication
      • Each person counted for each time exposed
    • Reach
      • Unduplicated percentage of a population exposed one or more times to a message
    • Frequency
      • The average number of times each audience member is exposed to a message
  • 15. Exercise Reach & Frequency
  • 16. Efficiency Measurements
    • Cost-per-point, broadcast media
      • Total cost of a media schedule
      • Divided by total rating points delivered
    • Cost-per-thousand, all media
      • Total cost of a media schedule
      • Divided by total (raw number) audience delivered
  • 17. Exercise Efficiencies, CPP & CPM
  • 18. Strategic Analyses
    • Who to advertise to
      • Target audience analyses
    • Where to advertise
      • Geographic analyses
    • When to advertise
      • Scheduling analyses
  • 19. Strategic Analyses
    • The Index
      • A magical mathematical tool
      • Simple division
        • Index AB = (Number A/Number B)*100
      • Standardizes numbers so we can more easily compare data
        • Significance testing
        • Plus or minus 10%
  • 20. Who to Advertise to
    • Typically an analysis of demographic data
    • Typical data source is MRI or SMRB
    • Index Analysis
      • Index already calculated for standard measures
      • But, we can’t always rely on standard measures alone
  • 21. 54 16.0 9.9 2674 16710 65+ 93 27.9 11.1 2983 10675 55-64 127 37.8 23.0 6200 16386 45-54 124 37.0 28.7 7752 20945 35-44 111 33.1 22.0 5946 17961 25-34 63 18.7 5.3 1426 7610 18-24 100 29.9 100 26982 90287 Women indx pct_acrs pct_down proj base
  • 22. Where to Advertise
    • Data-based analysis of brand/category sales
    • Many possible sources
      • Industry Associations or trade magazines
      • In-house sales tracking
      • Nielsen or MRI product data
    • BDI/CDI (PowerPoint)
  • 23. When to Advertise
    • The Seasonal Development Index
      • Expected Percentages
    • Many possible sources
      • Industry Associations or trade magazines
      • In-house sales data
  • 24.