• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
13MediaAnalysis.ppt
 

13MediaAnalysis.ppt

on

  • 1,654 views

 

Statistics

Views

Total Views
1,654
Views on SlideShare
1,653
Embed Views
1

Actions

Likes
1
Downloads
62
Comments
0

1 Embed 1

http://www.slideshare.net 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    13MediaAnalysis.ppt 13MediaAnalysis.ppt Presentation Transcript

    • Creative Media Analysis
    • Creative Media Analysis
      • Media research and measurement techniques
      • Audience measurement concepts and issues
      • Efficiency measurements for inter-media comparisons
      • Strategic analysis techniques
    • 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
    • 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
    • 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
    • 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
    • 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
    • Exercise Audience Coverage & Composition
    • 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
    • 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
    • Exercise Ratings, Share, HUTs & PUTs
    • 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
    • Exercise GRPs & TRPs
    • 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
    • Exercise Reach & Frequency
    • 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
    • Exercise Efficiencies, CPP & CPM
    • Strategic Analyses
      • Who to advertise to
        • Target audience analyses
      • Where to advertise
        • Geographic analyses
      • When to advertise
        • Scheduling analyses
    • 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%
    • 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
    • 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
    • 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)
    • When to Advertise
      • The Seasonal Development Index
        • Expected Percentages
      • Many possible sources
        • Industry Associations or trade magazines
        • In-house sales data
    •