Your SlideShare is downloading. ×
0
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Media Principles - Context to Indian Market
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Media Principles - Context to Indian Market

14,313

Published on

While this could be a slightly dated presentation, (built in 2004)...the principles and theories highlighted in the document are timeles.

While this could be a slightly dated presentation, (built in 2004)...the principles and theories highlighted in the document are timeles.

7 Comments
12 Likes
Statistics
Notes
No Downloads
Views
Total Views
14,313
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
1,257
Comments
7
Likes
12
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Media Basics (Caveat – This ppt was built in 2004, but the basics and theories of Media plan, are timeless)
  • 2. Part I : Media Terminology
      • TG & Universe
      • Reach, TVR & GRPs
      • Freq. Distribution & Effective Reach
      • Duplication & Avg, Frequency
      • Cost per GRP
      • Share of Voice
      • Discrete reach
      • Selectivity
  • 3. Part II : Media Planning Concepts
      • C&S penetration
      • GRP Projections
      • Technique to apportion spends
      • Benchmarking
      • The optimization problem
      • Channel buys
      • Duplication analysis
      • Daypart Viewership & Channel Shares
      • Generic Strategies
      • Recency & Frequency
      • Value Additions
      • Scheduling
      • EF Estimator
  • 4. Part I : Media Terminology
  • 5. Introductory Terms
    • TARGET AUDIENCE
      • Definition : The demographic group that has been identified as-the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group.Usually defined in demographics/ media consumption/ product consumption
    • UNIVERSE
      • Definition : The actual number of individuals within the defined target audience.
  • 6. Reach Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period. In Practice : Programme Friends Dynasty Movie Sport News Rating 32 21 18 24 15 110 GRPs Unduplicated Reach 32 11 9 7 4 63% Cumulative Reach 32 43 52 59 63 63% Reach
  • 7. TVR v/s Reach Individuals Minutes People that saw the programme for atleast 1 minute : A + B+D+E =4 Therefore, Reach=4/5 Reach=80%
  • 8. TVR v/s Reach Person Minutes Viewed Minutes Available A 3 5 B 1 5 C 0 5 D 2 5 E 5 5 5 (A+B+C+D+E) x 100 Ratings = On an average 44% of universe of the TG saw the entire Time band TVRs : (3/5)+(1/5)+(0/5)+(2/5)+(5/5)
  • 9. Gross Rating Points ( GRPs ) Definition : The sum of all ratings achieved in a given period. In Practice : Our commercial appeared in the following programmes : Programme Rating Friends 32% Dynasty 21% Movie 18% Sport 24% News 15% 110% - 110 GRPs achieved (or 110% of defined universe)
  • 10. GRPs GRPs =  (TRPs in a media schedule) GRPs =  (S x TRPs) where S is #spots GRPs = Reach x AOTS
  • 11. Normalising GRPs
    • How do we evaluate plans/ buying across different brands:
      • Eg. Brand A budget INR Rs 1mn- 200 GRPs with a 20 sec commercial
      • Brand B budget INR Rs 1.2 mn - 125 GRPs with a 30 second commercial
      • GRPs need to be normalized to the same duration in order to calculate CPGRP.
      • Normalising A -1000000/(200*20/10)- CPGRP= 2500
      • Normalising B- 1200000/(125*30/10)- CPGRP 3200
    • The Brand A buy/plan is more efficient
  • 12. Definition : The reach delivered at actual frequency levels. In Practice : Frequency Distribution Reach% Frequency Distribution
  • 13. Definition : The percentage of the target audience who have seen the commercial at the defined optimum frequency levels. In Practice : The optimum frequency level to achieve brand awareness may be 2+. The effective reach in the example below is therefore 55%. Frequency Distribution Effective Reach
  • 14. 1765 2852 103 836 148 Channel 1 ZEE Channel 2 Weekdays TG-Females, 25-34 Sec ABC
    • Duplication- It is the number of people who view a set of channels for a given period of time.
    • Formula- Dup= Cum. Build- Unique cover
    • ( Note- Duplication is calculated on a weekday/weekend basis due to the difference in programming.)
    • Cumulative Build- Build up of reach as the series progresses
    • It takes into account the duplication factor
    Duplication and Cumulative build
  • 15. Plan 1 Plan 2 Why Reach . . . & why not GRPs ?
  • 16. Plan 1 Plan 2 Why Reach . . . & why not GRPs ?
  • 17. Plan 1 Costly 268 GRPs Only 8 spots Plan 2 Cheaper 270 GRPs A total of 18 spots But the most important element is that Plan-2 reaches out to 30% lesser potential target audience than Plan-1 Therefore Plan 1 is better optimised plan, and with lower Cost per Reach to reach the TG. Why Reach . . . & why not GRPs ?
  • 18. Average Frequency Definition : The number of times, on average, the audience reached sees the commercial during a given period. Formula : Average Frequency = Total GRPs ÷ Reach or GRPs = Reach x Average Frequency In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.
  • 19. reach reach AOTS When the duplication is lower the reach increases and average OTS decreases (When dupln. is 10, reach goes up to 63% and AOTS becomes 3.15)
  • 20. AOTS. rch rch When the duplication goes up reach decreases and average OTS increases (When dupln. is 40, reach decreases to 53% and AOTS is now 3.75)
  • 21.
    • Definition : The cost of buying one rating point.
    • Formula : Cost ÷ GRPs = Cost per GRP
    • In Practice : INR Rs.220,000 ÷ 55 GRPs = Rs.400
    • cost per GRP
    Cost Per GRP ( “cost per point” )
  • 22. Share of Voice ( SOV )
    • A measure of media weight distribution as a % of the total GRPs delivered by the category
    • A more reliable measure of relative weights because :
      • measures a parameter that directly links media to TG
      • smooths out differences in media buying among brands in the category
  • 23. Discrete Reach vs Effective Reach Discrete Reach at 1 = % TA who saw the ad exactly once = 78
  • 24. Maximizing at 3+
  • 25. Other Terms
    • Share of Spends:Brand spends/ Category spends *100
    • Selectivity: The profile of a channel/ medium
      • Formula= Total Reach in (000) of the channel or medium / reach in (000) of the same in the TG
      • Usually done on market basis, as viewing habits are different: eg. North West/ TN/ AP/ Karnataka/Kerala- viewing habits is the key factor.
      • Also, selectivity is done on a weekday/weekend basis.
  • 26. Reach Selectivity-North-West Weekdays TG-Females, 25-34 Sec AB
  • 27. Part II : Media Planning Concepts
  • 28. C&S penetration
    • C&S penetration is many time used to understand channel mixes required
    • It is also referred to see if there are certain markets where C&S/n C&S inputs are not required due to negligible target audience size
  • 29. GRP projections
    • TAM does not provide GRPs for all the geographies across India
    • Projection factors are used to project GRP s from centres that are reported to the centres that are not
    • This helps get a feel of the media weights aligned across India
  • 30. Technique to apportion spends
    • A logical connection from GRP distributions across India
    • Enables us to gauge the amount of money spent on each market
    • Uses the principle of Gross Impressions rather than plain population size
    • GI = (GRP x TA size) /100
    • The spends will be apportioned in accordance with the GI salience across the geographies
  • 31. Benchmarking
    • Benchmarking of effective frequencies
      • Estimation of possible planning levels
    • Benchmarking channel CPGRP s for buying
      • For a particular programme mix, for a TA each channel will have a typical CPGRP
      • This will be used as benchmarks for negotiating
  • 32. The optimization problem
    • Having defined EF objectives , do we go all out?
    • 6+/60 % might be inefficient to achieve
    • Develop a method to estimate most efficient reach point to cut off at
  • 33. Channel buys
    • The amount of GRP s bought on a channel
    • For example in the case of Zee TV , channel buy would be the total GRP s delivered across the north/west and eastern belt as an aggregate
    • A combined GRP figure in the n/w/e belt would lead to different GRP s delivered in the areas that form part of the combination
  • 34. Duplication analysis
    • Application of set theory
    • Used in order to build upon outputs of optimizers
    • Leads to day part buying decisions
  • 35. Daypart viewership and channel share
    • Day part viewership traces the viewing habits of the target audience
    • Usually peaks are chosen to advertise
    • During the peak the channel shares are plotted in order to determine the dominant channel
    • Used for cross channel scheduling
  • 36. Generic strategies
    • Maximize reach
      • Buy in channels/dayparts that increase the absolute number of people reached
    • Maximize frequency
      • Identify channels/dayparts that lead to maximization of duplication
  • 37. Recency and frequency
    • Recency
      • Maximize reach at 1+ at a weekly level
      • Optimize reach level to be attained
    • Frequency
      • EF levels set at anything above 1
      • AOTS tends to be high in these kind of plans
      • Optimization is done on this also
  • 38. Value additions
    • Free of cost innovative media presence subject to bulk spending
    • Innovative presence that are charged at a lower rate than standard advertising
  • 39. Scheduling
    • Continuity
    • Pulsing
    • Drip
  • 40. EF estimator
  • 41. Thank you

×