Media Mix Programmers Package

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Media Mix Programmers Package

  1. 1. Consumer Confidence & Brand Preference/Usage
  2. 2. Programmer’s Package 12 Easy-to-Use Analytical Reports for TV Programmers & Marketing Professionals
  3. 3. 01 MediaMix Research & Solutions
  4. 4. The media Mix research solutions is the research arm of The R&T Advertising Group - a marketing & communication company that provides fully-fledged solutions to advertisers. We believe, that the new agency model that we have created provides for multi-dimensional solutions through its creative ideas that enable our clients’ discernible differentiation on the market and yield tangible results. Who We Are   Our Mission   We develop creative communication solutions aiming at achieving maximal impact for our clients’ marketing budgets. Our Services   Building upon more than ten years of experience in the advertising market & communication services in Albania, the group provides now thorough consultancy services at all levels of expertise in today’s ad industry & market research. Brand Advertising Strategic Planning & Consumer Understanding Research, Development & Implementation Brand Design & Development Strategic Communication Planning & Media Services Integrated Marketing Communications Business-to-Business Communication Development Promotion Planning and Execution Company Profile 1 2 4 6 5 7
  5. 5. 02 Research Services
  6. 6. media Mix provides complete consultancy services in the sector of: market research , public opinion & social research , as well as advertising & media research . OPINION ADVERTISING CUSTOMER RELATIONS MARKETING MEDIA & AUDIENCE Research Services Starting from conceptualizing & designing the questionnaires, selecting & implementing representative samples, conducting the interviewing fieldwork, as well as detailing & finalizing the statistical analysis of the findings resulting from the collected data, media Mix provides a full package of syndicated & custom research services. The adoption of contemporary research techniques & the analytical capabilities of media Mix ’s key personnel provides its clients with key assistance insights in their decision-taking and their competing strategies in five main specialized of market research: 1 2 4
  7. 7. 03 The Strategic Planning Toolkit
  8. 8. Strategic Planning Toolkit * Fieldwork & data-entry may be partially outsorced. ** Syndicated research data service the agency has a subscription. 1 CONSUMER INSIGHT 2 COMPETITIVE ANALYSIS 3 CONTROL OF AD EFFECTIVENESS 4 STRATEGIC GOAL SETTING 5 MULTI-MEDIA OPTIMIZATION 6 MEDIA-MARKETING ANALYSIS National Consumer Panel * Media-Explorer with Media Campaigns Charts Category MediaMix software In-House Proprietary Reach/Frequency Model Duplication Analysis (Within & Between) for similar & different vehicles Pre-, & Post-Buy Campaign Evaluation TGI, PGM & Media Audience Measurement ** Ad Monitoring (TV & Print) Ad Wear-in, & Wear-Out Indicator Effective Reach & Frequency Affinity Index Audience & Trend Analysis (2006-2008) Omnibus Survey * GRPs Response Curves Media allocation & Net Reach CPP & CPM rankings & optimization analysis Media Lifestyle & Usage Survey (periodic, or ad-hoc) Ad Copy-Testing (awareness, recall, brand salience, intention to buy, liking measures) Audience Demographic Profiles Audience Composition
  9. 9. TV Programmer’s Package Description & Benefits of 12 Reports   <ul><ul><li>Cume Trend </li></ul></ul><ul><ul><li>AQH (Average-Quarter-Hour) Rating Trend </li></ul></ul><ul><ul><li>Share Trend </li></ul></ul><ul><ul><li>Time Spent Viewing Trend </li></ul></ul><ul><ul><li>Target Demo Daypart Trend </li></ul></ul><ul><ul><li>Preference Level Trend </li></ul></ul><ul><ul><li>Average Age Trend </li></ul></ul><ul><ul><li>Monthly Tracking </li></ul></ul><ul><ul><li>Shared Viewing Trend </li></ul></ul><ul><ul><li>Recycling by Daypart </li></ul></ul><ul><ul><li>Total Day-by-Day Viewing </li></ul></ul><ul><ul><li>Specific Day-by-Day Viewing </li></ul></ul>
  10. 10. Cume Trend 01 What It Does Gives an overall picture of a TV channel, that is the number of different persons who have watched to that channel for a minimum of five minutes in a quarter-hour during one week (its cume), tracked up to four survey periods. In addition, it provides Cume Persons Estimates for the channel’s Target Audience as well as individual breakdowns for Persons, Men and Women for major age cells. Benefits If a channel has had a cume drop – that is, if it appears the channel’s total number of different viewers has gone down – this report enables the program director to determine whether the decline was within a specific age or sex cell. It also indicates where those estimates went up, or where they went down, by percentage versus the last survey in two or more report markets per year, or versus the one conducted a year ago.
  11. 11. Cume Trend 01 Sample Cume Trend Report | Universe: 2643663 | Cases: 1001 | Target: Total Individuals, Rating Persons | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: TCH, TV Klan, Vizion+, TVSH | Apparently, TCH’s total number of viewers has gone down as indicated by the cume drop, as opposed to TV Klan’s relative stable performance & Vizion+’s increase for the specific daypart [19:30-20:30]. Further details are needed to determine specific age cells’ and/or other demo categories’ impacts on each TV channel’s performance. We can also indicate where those estimates went up, or where they went down, by percentage versus the last survey in two or more report markets per year, or versus the one conducted a year ago.
  12. 12. AQH Rating Trend 02 What It Does Provides a picture similar to Report 1, except it has to do with Average Quarter-Hour Persons as tracked up to four survey periods. AQH Persons identify the average number of persons estimated to have watched a channel for a minimum of five minutes during any quarter-hour in a time period. Benefits Like Report 1, this report provides AQH Persons estimates for the channel’s Target Audience as well as individual analysis for Persons, Men and Women for major age cells. And, as in Report A, it denotes within each age or sex cell whether those estimates increased or declined by percentage versus the last survey in two or more report markets per year, or versus the one from a year ago.
  13. 13. 02 Sample AQH Rtg. Trend Report | Universe: 2643663 | Cases: 1001 | Target: Total Individuals , Rating (%) | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: TCH, TV Klan, Vizion+, TVSH | TCH’s ratings have gone down as indicated by the rating drop, as opposed to Vizion Plus’s & TVSH’s relative increase for the specific daypart [19:30-20:30]. Further details are needed to determine specific age cells’ and/or other demo categories’ impacts on each TV channels’ performance. We can also indicate where those estimates went up, or where they went down, by percentage versus the last survey in two or more report markets per year, or versus the one conducted a year ago. AQH Rating Trend
  14. 14. Share Trend 03 What It Does Average Quarter-Hour Share tells the program director what share of percent of the total viewing audience the channel captured out of total viewing within the survey area. And, as in the two previous reports, AQH Share is tracked up to four survey periods, and estimates are broken down for the channel’s Target Audience for Persons, Men and Women. Benefits Signals the program director that if the channel’s AQH Share has gone down but the AQH Persons estimate has not, it would mean that the total television viewing pie for that survey area has increased. Again, as in the first two reports, comparisons can be made as to whether estimates went up or down by percentage versus the last survey in two or more report markets per year, or versus the one from last year.
  15. 15. 03 Sample Share Trend Report | Universe: 2643663 | Cases: 1001 | Target: Total Individuals, Share (%) | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: TCH, TV Klan, Vizion+, TVSH | TCH’s ratings have gone down as indicated by the rating drop, as opposed to Vizion Plus’s & TVSH’s relative increase for the specific daypart [19:30-20:30]. Further details are needed to determine specific age cells’ and/or other demo categories’ impacts on each TV channels’ performance. We can also indicate where those estimates went up, or where they went down, by percentage versus the last survey in two or more report markets per year, or versus the one conducted a year ago. Share Trend
  16. 16. Time Spent Viewing Trend 04 What It Does Time Spent Viewing (TSV) is an estimate of the number of hours and minutes the average person spends watching during a specified time period. And, as in the previous reports, it tracks TSV up to four survey periods, and breaks down the TSV estimates for the channel’s Target Audience as well as for Persons, Men and Women. Benefits TSV is very helpful for making programming decisions. It enables a program director to be very specific, such as determining if viewing is down among just Women 25-34, or just Women 35-44, or whether it is down among the entire target group, say, Women 25-44. This report allows the Program Director to narrow down and isolate the problem. And, as in the other reports, trending is possible: Did estimates increase or decline by percentage versus the last survey in two or more report markets per year, or versus the one conducted a year ago?
  17. 17. 04 Sample TSV Trend Report | Universe: 2643663 | Cases: 1001 | Target: Total Individuals, Rating (%) | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: TV Klan | Evidently, viewing is down among women of almost all age-groups, as opposed to men, whose time spent viewing remain stable over the course of four survey periods for TV Klan [Mon-Fri, 19:30-20:30]. Hence, this way it is much easier for the programme director to isolate the problem given that audience losses refer to certain age groups and sex cells. Time Spent Viewing Trend
  18. 18. Target Demo Daypart Trend 05 What It Does Allows the program director to look closely at the channel’s Target Audience, such as Women 25-54 for standard or custom dayparts and, as in the other reports, track the estimates up to four survey periods. Dayparts are broken down into groups, with hours and minutes for Channel and Market TSWs, estimates for Cume Persons, AQH Persons and AQH Share. Benefits Enables the Program Director to select either standard dayparts or channel-defined custom dayparts, such as 07:00am – 09:00am daypart. With this info the Program Director can then determine whether there’s a problem with either the channel’s morning show, or with the midday or afternoon or evening programs. And, as with the other reports, it lest users know whether there was an increase of decline in estimates by % vs. the last survey in 2 or more report markets per year, or vs. the one from last year.
  19. 19. 05 Sample TDD Trend Report | Universe: 2643663 | Cases: 1001 | Target: Total Individuals, Rating (%) | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: TVSH | Evidently, for TVSH, viewing is down for prime time [Mon-Fri, 19:30-20:30], and up for AM Drive [Mon-Fri, 07:00-09:00]. This way it is much easier for the programme director to isolate the problem referring to the specific programs for the specifically-related dayparts. Target Demo Daypart Trend
  20. 20. Preference Level Trend 06 What It Does Persons who what to one TV channel more than any other are P1 Preference Viewers. Next in line are P2, P3 & P4+ Preference viewers – groups of people who watch a lot a single channel but less frequently than P1s. This report provides the program director with the % of Cume; % of AQH;TSV (hrs./mins.); P1, P2, P3 & P4+ Cume; P1 (2, 3, & 4+) AQH; & Number of Diaries for all 4 preference levels & up to four survey periods. This two-page report is reported for Persons 12+ and for the channel-selected target demo. Benefits Enables the Program Director to determine if the channel is losing ground because core viewers are viewing less. If the channel’s P1s are going up, it means the channel’s core viewers are tuning in to another channel, a problem for which a solution needs to be found. Also, this report, like some of the others, allows the user to determine where estimates went up, or down, by percentage versus the last survey in two or more report markets per year, or versus the one conducted a year ago.
  21. 21. 06 Preference Level Trend | Universe: 2643663 | Cases: 1001 | Target: Total Individuals | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: Top Channel, TV Klan, Vizion+, TVSH | 7.57 7.78 7.38 6.42 7.27 7.41 7.78 8.80 8.52 7.49 7.63 7.55 7.90 7.18 Top Channel TV Klan Vizion Plus TVSH Category Avg. Rtg (%) Four TVs Data Sample Prime Time Demographic Trend
  22. 22. Average Age Trend 07 What It Does Allows the program director to see what was the average age of the diarykeepers, or interviewees, – Persons, Men and Women – who listed the channel in their diaries along with the call letters of other competing channels they also may have listed, all of which is tracked up to four survey periods. This report also lists the total average age of diarykeepers, or interviewees, in the market. Benefits Lets the Program Director keep track of channels within the market about which the PD is more concerned. For instance, does another channel’s audience appear to be getting younger while your channel appears to be getting older, or vice versa?
  23. 23. 07 One TV Data Sample Prime Time Demographic Trend Average Age Trend | Universe: 2643663 | Cases: 1001 | Target: Total Individuals | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: Top Channel | May 2006 November 2006 May 2007 November 2007
  24. 24. Monthly Tracking 08 What It Does Lists AQH Persons, AQH Share, Cume Persons and TSV (Hrs./Mins.) for the channel as well as the channel’s competitors, tracked on an individual, month-by-month basis over 12 months. And it delivers the same estimates for the total market over the same number of months. Benefits Allows the Program Director to see on one page whether estimates for the above four categories went up, down or held steady for the channel on a monthly basis. The report can also provide the same information for each of the channel’s competitors.
  25. 25. Shared Viewing Trend 09 What It Does This report shows what percent of the selected channel’s audience is watching to other channels and for ho long (time spent viewing), all of which are tracked up to four survey periods. Benefits Helps isolate a competitive problem by identifying for the program director which of the channel’s competitors is sharing the greatest percentage of its audience, and how much TSV a competitor is getting from your audience. The goal is to minimize the time viewers spend with competitors.
  26. 26. Recycling by Daypart 10 What It Does This report answers the question of “vertical recycling,” which is where a channel endeavors to get viewers to also watch the channel’s other dayparts within a given day. Dayparts are standard or customized by the user and tracked up to four survey periods. Benefits Enables the Program Director to compare the percentage of the channel’s viewers with those at other periods throughout the day, as well as between current and previous surveys.
  27. 27. Total Day-by-Day Viewing 11 What It Does This report relates to “horizontal recycling.” That is, it enables a program director to determine what percent of those who watch the channel for one day go on to watch to it a second day, and a third, a fourth, a fifth, a sixth, and a seventh. It also lists the average number of days the channel is watched as well as the percent of viewing for 5+ Days/Week. The dayparts covered include standard or customized and dare tracked up to four survey periods. Benefits Tells the Program Director how good a job is being done to get the channel’s audience to watch the channel five or more days a week (getting the viewers into a Monday-through-Friday, or more viewing habit). Channels that don’t have strong viewership 5+ days per week are not fully utilizing their existing cume and squeezing out the most from the viewers’ Time Spent Viewing.
  28. 28. Specific Day-by-Day Viewing 12 What It Does The purpose of this report is to enable the program director to learn which day of the week and by what percent the channel’s audience watches the channel that day. To achieve this, the report lists all seven days of the week under multiple standard or custom daypart groups, all of which are tracked up to four survey periods. Benefits The Program Director gets to know which days of a week the channel is attracting the largest, or the smallest, number of viewers. Channels that target viewing for specific days during the survey period can see the results of their efforts.
  29. 29. Thank You. ©2008 MediaMix Research & Media Services All rights reserved. No part of this material may be reproduced in any form without permission by the author. For more information about the presentation, please contact MediaMix Research & Solutions, at: +355-4-343-554 or [email_address]

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