no introduction… It doesn’t require introduction..
no resolution… There is no promise stays forever
no sense… Sometimes, we do not know why exactly we are doing this
no comment… <ul><li>&quot;Only one man ever understood me, and he didn't understand me.&quot;  - G.W. Hegel (philosopher) ...
no offence If you can’t play properly, you will be kicked off!
but, still there are some introduction… <ul><li>&quot;No nonsense&quot; - John Smiths  &quot;The future's bright the futur...
Lets work on “Work” <ul><li>Brief understanding on media terminologies </li></ul><ul><li>Media Habits </li></ul><ul><li>Me...
Brief understanding on media terminologies
<ul><li>listenership </li></ul><ul><li>The people who listen to a radio program or station. </li></ul><ul><li>viewership <...
<ul><li>TVR, GRP, Reach and Frequency </li></ul><ul><li>TVR   Television ratings are expressed as a percentage of the pote...
<ul><li>GRPs, reach, and frequency are mathematically related in the following ways: </li></ul><ul><li>GRPs  = Reach X Fre...
<ul><li>Shares, OTS & CPT </li></ul><ul><li>Share  is the audience of a particular television program or time period expre...
Media Habits
Media Reach Satellite penetration is still urban based Radio penetration is higher in rural than urban Reach in TV & Press...
Exposure to Multiple Media  Source: NMS 2008 Media Exposure NMS 2005 NMS 2008 <ul><ul><ul><ul><li>Exposed to any Media </l...
Press Readership Source: NMS 2008 4.3 7.5 10.5 10.8 23.3 5.5 Read Weekly 0.7 0.9 1.3 2.3 6 0.9 Read Fortnightly 2.5 2.3 4....
Radio Listenership Source: NMS 2008 9.8 6.7 5.6 10.8 9 At least once a week 0.3 0.5 0.2 0.3 0.3 One day a week 1.2 1.6 0.6...
Radio Channels Source: NMS 2008 8.1 VOA 14 Radio Amar 20.2 BBC 21 Radio Today 29 Bangladesh Betar - Dhaka KHA 29 Banglades...
TV Channel TVR, Share & Reach (C&S only) Source: MEDIA XPRESS, SIRIUS MARKETING AND SOCIAL RESEARCH LTD. (APRIL’09) 47.17 ...
TV Channel TVR, Share & Reach (All) Source: MEDIA XPRESS, SIRIUS MARKETING AND SOCIAL RESEARCH LTD. (APRIL’09) 25.28 0.36 ...
Inflation Rate of TV Television rate inflation were as per global recession 21% 7% 50,250  0% 47,250  0% 47,250  13% 47,25...
Inflation Rate of Newspaper Newspaper rate inflation were very significant  83% 83% 5% 10250 36% 9750 8% 7250 20% 6750 562...
Media Planning Criteria – “Considerations”
<ul><li>Geographic coverage  </li></ul><ul><li>The media mix </li></ul><ul><li>Target market coverage </li></ul><ul><li>Sc...
Target Audience Coverage Population excluding target market Target market Media Overexposure Media Coverage Target Market ...
Three Scheduling Methods Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Continuity Pulsing Flighting
Media Planning Criteria Considerations <ul><li>Reach versus frequency </li></ul><ul><ul><li>Reach - The actual number of i...
Reach and Frequency Unduplicated Reach of Both Duplicated Reach of Both Reach of Two Program Reach of One Program Total ma...
Graph of Effective Reach Exposures Percentage Reach 0 5 10 15 25% 20% 15% 10% 5% 0% Ineffective Reach Effective Reach Inef...
Marketing Factors Important to Determining Frequency <ul><li>Brand history </li></ul><ul><li>Brand share </li></ul><ul><li...
Creative Factors In Determining  Frequency <ul><li>Message complexity </li></ul><ul><li>Message uniqueness </li></ul><ul><...
Media Factors Important to Determining Frequency <ul><li>Clutter </li></ul><ul><li>Editorial environment </li></ul><ul><li...
 
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Media Presentation (Jun 09)

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Recent media scenerio of Bangladesh and some basic of media planning

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Media Presentation (Jun 09)

  1. 1. no introduction… It doesn’t require introduction..
  2. 2. no resolution… There is no promise stays forever
  3. 3. no sense… Sometimes, we do not know why exactly we are doing this
  4. 4. no comment… <ul><li>&quot;Only one man ever understood me, and he didn't understand me.&quot; - G.W. Hegel (philosopher) </li></ul><ul><li>&quot;Only one thing is impossible for God: To find any sense in any copyright law on the planet.&quot; Mark Twain. </li></ul><ul><li>&quot;Build a man a fire, and he'll be warm for a day. Set a man on fire, and he'll be warm for the rest of his life.&quot; - Terry Pratchett. </li></ul>You can’t always draw a conclusion
  5. 5. no offence If you can’t play properly, you will be kicked off!
  6. 6. but, still there are some introduction… <ul><li>&quot;No nonsense&quot; - John Smiths &quot;The future's bright the future's orange&quot; - Orange &quot;Don't live a little, live a lotto&quot; - Lotto &quot;Maybe she's born with it? maybe its mabelline&quot;- Mabelline &quot;Live in your world. Play in ours&quot; - Playstation 2. &quot;I'M LOVIN' IT!&quot; - McDonalds &quot;Keep hunger locked up til lunch&quot; - Shreddies &quot;How are you&quot;? - Vodafone &quot;Just do it&quot; - Nike &quot;Have a break have a kitkat&quot; - Kitkat &quot;You can't resist the twist!&quot; - Twister &quot;'Ch, Ch, Ch, Ch, Charming&quot; - Charming toilet roll &quot;And all because the lady loves Milk Tray.&quot; - Cadbury's Milk Tray </li></ul>Example of some successful business introduction
  7. 7. Lets work on “Work” <ul><li>Brief understanding on media terminologies </li></ul><ul><li>Media Habits </li></ul><ul><li>Media Planning Considerations </li></ul><ul><li>Change We Can </li></ul><ul><li>Brand Building Ideas </li></ul><ul><li>Non-traditional Ideas for Face-Off </li></ul>
  8. 8. Brief understanding on media terminologies
  9. 9. <ul><li>listenership </li></ul><ul><li>The people who listen to a radio program or station. </li></ul><ul><li>viewership </li></ul><ul><li>The people who watch a television program or motion picture. </li></ul><ul><li>readership </li></ul><ul><li>The readers of a publication considered as a group. </li></ul>All figures are counted on percentage
  10. 10. <ul><li>TVR, GRP, Reach and Frequency </li></ul><ul><li>TVR Television ratings are expressed as a percentage of the potential TV audience viewing at any given time </li></ul><ul><li>The aggregate total (the sum) of the ratings is called Gross Rating Points or GRPs. The sum of the ratings of a specific demographic segment may be called Target Audience GRPs or more simply TRPs. The term GRPs is generic and may refer to household GRPs or to specific target segment GRPs. </li></ul><ul><li>Reach is the number or percent of different homes or persons exposed at least once to an advertising schedule over a specific period of time. Reach, then, excludes duplication. </li></ul><ul><li>Frequency is the number of times that the average household or person is exposed to the schedule among those persons reached in the specific period of time. </li></ul>
  11. 11. <ul><li>GRPs, reach, and frequency are mathematically related in the following ways: </li></ul><ul><li>GRPs = Reach X Frequency </li></ul><ul><li>Reach = GRPs / Frequency  </li></ul><ul><li>Frequency = GRPs / Reach </li></ul><ul><li>CPRP </li></ul><ul><li>The cost, per 1 percent of a specified audience, of buying advertising space in a given media vehicle. </li></ul>Source: Media Math, NTC Publishing
  12. 12. <ul><li>Shares, OTS & CPT </li></ul><ul><li>Share is the audience of a particular television program or time period expressed as a percent of the population viewing TV at that particular time. Share, then, is a percent allocation of the viewing audience and differs from the rating which is a percent of the potential audience. Share is usually reported on a household basis. </li></ul><ul><li>OTS Opportunities to see an advertisement. Also referred to as Frequency, it is the average number of times an ad is seen by the target audience. </li></ul><ul><li>Cost per mille (CPM), also called cost% and cost per thousand (CPT) (in Latin mille means thousand) , is a commonly used measurement in advertising. Radio, Television, Newspaper, Magazine, Out-of-home advertising and online advertising can be purchased on the basis of what it costs to show the ad to one thousand viewers (CPM). </li></ul>
  13. 13. Media Habits
  14. 14. Media Reach Satellite penetration is still urban based Radio penetration is higher in rural than urban Reach in TV & Press has been increased from NMS 2005 Reach in Radio & Cinema has been decreased from NMS 2005 Source: NMS 2008
  15. 15. Exposure to Multiple Media Source: NMS 2008 Media Exposure NMS 2005 NMS 2008 <ul><ul><ul><ul><li>Exposed to any Media </li></ul></ul></ul></ul>65.7 66.5 <ul><ul><ul><ul><li>Exposed to TV </li></ul></ul></ul></ul>53.7 58.8 <ul><ul><ul><ul><li>Exposed to Press </li></ul></ul></ul></ul>21.6 25 <ul><ul><ul><ul><li>Exposed to Radio </li></ul></ul></ul></ul>9.2 5.7 <ul><ul><ul><ul><li>Exposed to Internet </li></ul></ul></ul></ul>0.6 0.8 <ul><ul><ul><ul><li>Media Combination </li></ul></ul></ul></ul>NMS 2005 NMS 2008 <ul><ul><ul><ul><li>Exposed to TV or Press </li></ul></ul></ul></ul>57.8 63.3 <ul><ul><ul><ul><li>Exposed to TV or Radio </li></ul></ul></ul></ul>61.9 61.9 <ul><ul><ul><ul><li>Exposed to TV or Internet </li></ul></ul></ul></ul>53.8 58.9 <ul><ul><ul><ul><li>Exposed to TV or Cinema </li></ul></ul></ul></ul>55.3 59.8 <ul><ul><ul><ul><li>Exposed to Press or Radio </li></ul></ul></ul></ul>37.1 31.5 <ul><ul><ul><ul><li>Exposed to Press or Internet </li></ul></ul></ul></ul>21.6 25 <ul><ul><ul><ul><li>Exposed to Press or Cinema </li></ul></ul></ul></ul>26.2 27.8 <ul><ul><ul><ul><li>Exposed to Radio or Internet </li></ul></ul></ul></ul>22.1 10.5 <ul><ul><ul><ul><li>Exposed to Radio or Cinema </li></ul></ul></ul></ul>26.1 14.1 <ul><ul><ul><ul><li>Exposed to Internet or Cinema </li></ul></ul></ul></ul>7.9 5.8
  16. 16. Press Readership Source: NMS 2008 4.3 7.5 10.5 10.8 23.3 5.5 Read Weekly 0.7 0.9 1.3 2.3 6 0.9 Read Fortnightly 2.5 2.3 4.5 4 7.3 2.2 Read Monthly 53.6 46.8 56.6 53.6 74.5 37.5 Read Daily % % % % % % 15390 13873 5511 5212 1471 41457 Those who can read('000) SEC-E SEC-D SEC-C SEC-B SEC-A All Press Readers 0.4 0.2 1.6 1.4 6.6 0.9 DailyStar 5.6 3 4.3 5.4 6.8 3.8 Janakantha 4 4.7 5.2 8.7 5.3 4.4 Naya Diganta 11.9 5.2 4.4 6.6 10.7 6.2 Amar Desh 14.1 6 9.5 8 10.3 7.8 Ittefaq 11.1 9.4 11.2 6.7 8.1 8.1 Samakal 16.7 12.4 9 15.1 13.5 11.3 Jugantar 27.3 19.3 34.5 27.4 41.6 22.2 ProthomAlo % % % % % % 5094 6775 3158 2852 1103 18982 Those Read Any Newspaper at least once a Week (000) SEC-E SEC-D SEC-C SEC-B SEC-A All Average Issue Readers - Daily
  17. 17. Radio Listenership Source: NMS 2008 9.8 6.7 5.6 10.8 9 At least once a week 0.3 0.5 0.2 0.3 0.3 One day a week 1.2 1.6 0.6 1.3 1.1 Two days a week 0.9 0.7 0.9 1.7 1 Three days a week 1.1 0.3 1 1.1 1 Four days a week 0.3 0.1 0.2 0.8 0.3 Five days a week 0.1 0.1 0.2 0.5 0.1 Six days a week 5.9 3.4 2.5 5.1 5.2 Everyday % % % % % 63882 7417 10847 8382 90528 Weighted Base('000)-All Individuals Rural NMCs MCs DHQs All Frequency
  18. 18. Radio Channels Source: NMS 2008 8.1 VOA 14 Radio Amar 20.2 BBC 21 Radio Today 29 Bangladesh Betar - Dhaka KHA 29 Bangladesh Betar 29.9 Radio Foorti 43.8 Bangladesh Betar - Dhaka KA %   8238 Weighted Base('000)- Listened to radio at least once a week Radio Channels listenership
  19. 19. TV Channel TVR, Share & Reach (C&S only) Source: MEDIA XPRESS, SIRIUS MARKETING AND SOCIAL RESEARCH LTD. (APRIL’09) 47.17 0.61 0.04 Islamic TV 60.96 1.46 0.09 Diganta TV 64.76 1.83 0.11 Boishakhi TV 76.35 3.27 0.2 BTV 77.62 3.37 0.2 Channel 1 78.49 2.17 0.13 RTV 81.6 2.15 0.13 Bangla Vision 83.76 3.96 0.24 Ekushey Television 86.57 4.39 0.26 ATN Bangla 89.25 3.38 0.2 NTV 90.5 5.05 0.3 Channel I Reach Share TVR Channel
  20. 20. TV Channel TVR, Share & Reach (All) Source: MEDIA XPRESS, SIRIUS MARKETING AND SOCIAL RESEARCH LTD. (APRIL’09) 25.28 0.36 0.02 Islamic TV 32.68 0.85 0.05 Diganta TV 34.72 1.07 0.06 Boishakhi TV 41.61 1.97 0.11 Channel 1 42.07 1.27 0.07 RTV 43.74 1.26 0.07 Bangla Vision 44.9 2.31 0.13 Ekushey Television 46.41 2.57 0.14 ATN Bangla 47.85 1.97 0.11 NTV 48.51 2.95 0.17 Channel I 82.68 39.87 2.25 BTV Reach Share TVR Channel
  21. 21. Inflation Rate of TV Television rate inflation were as per global recession 21% 7% 50,250 0% 47,250 0% 47,250 13% 47,250 0% 41,750 41,750 Average rate per min 8% 8% 39,000 0% 36,000 0% 36,000 0% 36,000 0% 36,000 36,000 Banglavision 25% 0% 60,000 0% 60,000 0% 60,000 25% 60,000 0% 48,000 48,000 ATN Bangla 6% 6% 51,000 0% 48,000 0% 48,000 0% 48,000 0% 48,000 48,000 NTV 46% 13% 51,000 0% 45,000 0% 45,000 29% 45,000 0% 35,000 35,000 Channel i Increased from Dec'06 (in %) Increased from Previous (in %) 1st MB News rate (per min) Increased from Previous (in %) 1st MB News rate (per min) Increased from Previous (in %) 1st MB News rate (per min) Increased from Previous (in %) 1st MB News rate (per min) Increased from Previous (in %) 1st MB News rate (per min) 1st MB News rate (per min) Channel Name   Jan-Apr'09 Aug-08 Jan-08 Jul-07 Jan-07 Dec'06  
  22. 22. Inflation Rate of Newspaper Newspaper rate inflation were very significant 83% 83% 5% 10250 36% 9750 8% 7250 20% 6750 5625 Average col inc rate 100% 0% 10000 67% 10000 0% 6000 20% 6000 5000 Daily Star 64% 0% 9000 20% 9000 15% 7500 18% 6500 5500 Ittefaq 82% 0% 10000 33% 10000 15% 7500 18% 6500 5500 Jugatar 85% 20% 12000 25% 10000 0% 8000 23% 8000 6500 Prothom Alo Increased from Dec'06 (in %) Increased from Previous (in %) Front Page Rate (per ci) Increased from Previous (in %) Front Page Rate (per ci) Increased from Previous (in %) Front Page Rate (per ci) Increased from Previous (in %) Front Page Rate (per ci) Front Page Rate (per ci) Newspaper Name   May-09 Aug-08 Jul-07 Jan-07 Dec'06  
  23. 23. Media Planning Criteria – “Considerations”
  24. 24. <ul><li>Geographic coverage </li></ul><ul><li>The media mix </li></ul><ul><li>Target market coverage </li></ul><ul><li>Scheduling </li></ul><ul><li>Reach versus frequency </li></ul><ul><li>Creative aspects and mood </li></ul><ul><li>Budget considerations </li></ul>
  25. 25. Target Audience Coverage Population excluding target market Target market Media Overexposure Media Coverage Target Market Proportion Full Market Coverage Partial Market Coverage Coverage Exceeding Market
  26. 26. Three Scheduling Methods Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Continuity Pulsing Flighting
  27. 27. Media Planning Criteria Considerations <ul><li>Reach versus frequency </li></ul><ul><ul><li>Reach - The actual number of individual audience members reached at least once by the vehicle. </li></ul></ul><ul><ul><li>Frequency - The number of times the receiver is exposed to vehicle in a specific time period. </li></ul></ul><ul><ul><li>GRP (Gross rating point) = Reach x frequency </li></ul></ul>
  28. 28. Reach and Frequency Unduplicated Reach of Both Duplicated Reach of Both Reach of Two Program Reach of One Program Total market audience reached Total market audience reached Total reached with both shows Total reach less duplicate
  29. 29. Graph of Effective Reach Exposures Percentage Reach 0 5 10 15 25% 20% 15% 10% 5% 0% Ineffective Reach Effective Reach Ineffective Reach
  30. 30. Marketing Factors Important to Determining Frequency <ul><li>Brand history </li></ul><ul><li>Brand share </li></ul><ul><li>Brand loyalty </li></ul><ul><li>Purchase cycles </li></ul><ul><li>Usage cycle </li></ul><ul><li>Competitive share of voice </li></ul><ul><li>Target group </li></ul>
  31. 31. Creative Factors In Determining Frequency <ul><li>Message complexity </li></ul><ul><li>Message uniqueness </li></ul><ul><li>New vs. continuing campaigns </li></ul><ul><li>Image versus product sell </li></ul><ul><li>Message variation </li></ul><ul><li>Wearout </li></ul><ul><li>Advertising units </li></ul>
  32. 32. Media Factors Important to Determining Frequency <ul><li>Clutter </li></ul><ul><li>Editorial environment </li></ul><ul><li>Attentiveness </li></ul><ul><li>Scheduling </li></ul><ul><li>Number of media used </li></ul><ul><li>Repeat Exposures </li></ul>

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