Media planning

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Media planning

  1. 1. Understanding Media Planning Session 1
  2. 2. The Agency Process Marketing Sales/ Trial/ Awareness Objective Marketing 4 Ps Strategy Who Role of Get consumers Target When/ Where/Advertising/Obj to react Consumer To How Many/ How often What/ How Advertising Creative Media Strategy Strategy Strategy Positioning
  3. 3. Media’s Primary Role To ensure that the communicationreaches a predetermined number of people, with certain common characteristics, with an adequate degree of impact, at the right time and at the lowest cost
  4. 4. The function of media planning assumes greater importance when Multiple Options Available Budget is Limited &
  5. 5. How does the media agency work ?
  6. 6. CLIENT BRIEF MEDIA STRATEGY PRE EVALUATION BUYING BRIEF CHANNEL BUYING BRIEF Media Planning FINAL PLAN PRESENTATION Process PLAN SCHEDULE FINAL SCHEDULE PRESENTATION START OF CAMPAIGN CHANNEL POST-EVALS MID-EVALS & TRACKING IMPLEMENTATION BRIEFPlanning to striking the deal
  7. 7. Client Brief1. Marketing Objectives2. Advertising Objective3. The role of Media4. Target Audience5. Market Priorities6. Competition7. Seasonality8. Other considerations – Do’s & Dont’s9. Budget
  8. 8. Media Strategy
  9. 9. Simply Put Media Strategy Is1. Target Audience2. Target Markets3. Media Weights4. Media Mix5. Scheduling 5Media Plan Development
  10. 10. Simply Put Media Strategy Is1. Target Audience- Who to target?2. Target Markets- Which markets to go to?3. Media Weights- How many audience to reach – how many times?4. Media Mix- Which media to use?5. Scheduling- When to advertise?
  11. 11. Media strategy is required to take decisions on the client investment …And every investment has some Risk involved !
  12. 12. Hence, the need for currencies to assess RISK
  13. 13. Terminologies used in Media
  14. 14. Reach (Coverage) The percentage of the target audience (TG) who saw the commercial at least once during a given campaign period TG is the set of viewer who have similar profile and media habits All Adults, 25+, SEC A Male , 25+, SEC AB Female, 25+, SEC ABBasic understanding of concepts
  15. 15. Reach (Coverage) Total TG= 6 TG which saw the commercial= 4 Reach % = 4/6 *100 67%Basic understanding of concepts
  16. 16. TV Rating 1 rating point = 1% of the Viewing. Similar to REACH Only differentiator is that TVRs are time weightedBasic understanding of concepts
  17. 17. TVRTotal time viewed : 10 min 0 min 4min 0 min 25minTime spent 10/30 0 4/30 0 25/30Program TVR = (10/30) + ( 4/30) + (25/30) X 100 5 = 26% Hence, viewership is a combination of REACH & TIME SPENT
  18. 18. Gross Rating Points (GRPs) Programme Rating The sum of all ratings achieved in a campaign.Basic understanding of concepts
  19. 19. Example : GRPs achieved for a particular Campaign 3 TVR 4.5 TVR AKK 6 TVR 5 TVR Laadli Yeh Bidaai Rishta
  20. 20. Gross Rating Points (GRPs) Programme Rating Laadli 4.5 Bidaai 6.0 Yeh Rishta 5.0 AKK 3.0 Total 18.5 GRP’sBasic understanding of concepts
  21. 21. Average Frequency The number of times, on an average, the audience reached sees the commercial during a given period.Basic understanding of concepts
  22. 22. Average Frequency Formula : Average Frequency =Total GRPs ÷ Reach In Practice : 120 GRP’s ÷ 50% reach = 2.4 50% of target audience will see the commercial for 2.4 times on an averageBasic understanding of concepts
  23. 23. Question 350 GRPs and 7.0 Av Freq. = ? % Reach 50 80% Reach and 5.0 Av Freq.= ? GRPs 400 400 GRPs and 80% Reach = ? Av Freq. 5.0 50 5.0 400Basic understanding of concepts
  24. 24. 75 % @ 1+ What does it all 60 % @ 3+ mean ??? 50 % @ 5+ 38 % @ 6+Basic understanding of concepts
  25. 25. 60 % @ 3+ 60% of target audience will be able to see the commercial at least 3 times ‘3’ is the Effective Frequency- Frequency at which the advertising will be effectiveBasic understanding of concepts
  26. 26. Channel Share Channel Share = TVR of Channel/Daypart/ Programme X 100Any Channel TVR within the same Daypart
  27. 27. Channel / Programme share Channel Share : channel viewing as a percentage of total TV viewing at the specified time Program Share : program viewing as a percentage of total TV viewing at the specified program time 80% 60% 40% TV viewing Channel viewing Program viewingBasic understanding of concepts
  28. 28. Share amongst competing channels (Genre Share) • Share of viewing can also be compared within genre or competitive set – same data but comparison within a new base • For e.g: – Last week STAR Plus took 12% share of total viewing in cable homes in HSM OR – Last week STAR Plus took 30% share of GEC entertainment channel share in cable homes...Basic understanding of concepts
  29. 29. Exploring the RatingsBasic understanding of concepts
  30. 30. Programme RatingThe TVR is averaged from the start minute to the end minute of the Programme Kis Desh Mein Hai Mera Dil : TVR : 4.0 5.67 5.38 4.96 4.51 4.62 4.42 4.39 4.43 4.35 4.3 4.394.394.36 4.36 4.25 4.03 4.13 4.06 3.82 3.74 3.99 3.553.27 3.01 3.09 3.033.073.15 2.792.732.7920:30 20:33 20:36 20:39 20:42 20:45 20:48 20:51 20:54 20:57 21:00
  31. 31. Slot/Break Rating The TVR is averaged from the first minute to the last minute of the commercial break Kis Desh Mein Hai : TVR : 3.15 Break 2.73 3.09 3.073.15 3.01 2.79 2.79 3.03 20: 30 20:33 20: 36 20: 39 20: 42 20: 45 20: 48 20: 51 20: 54 20: 57 21: 00Source: TAM; Period : Wk 38’07 ( Mon 2200-2230); TG: CS 4+ yrs; Market : HSM
  32. 32. Spot Rating The TVR for the actual commercial spot Break Kis Desh Mein Hai : TVR : 2.73 2.73 3.09 3.073.15 3.01 2.79 2.79 3.03 20: 30 20:33 20: 36 20: 39 20: 42 20: 45 20: 48 20: 51 20: 54 20: 57 21: 00Source: TAM; Period : Wk 38’07 ( Mon 2200-2230); TG: CS 4+ yrs; Market : HSM
  33. 33. Time band RatingThe TVR is averaged from the start minute of the giventime band to the end minute (Mainly used for RODPs) TVR : 2.2 12: 00- 15: 00 3.05 2.88 2.68 2.62 2.37 2.15 2.27 2.24 2.28 1.76 0.89 0.82 12: 00 12: 15 12: 30 12: 45 13: 00 13: 15 13: 30 13: 45 14: 00 14: 15 14: 30 14: 45
  34. 34. The usage of the currencyBasic understanding of concepts
  35. 35. The CPRP / CPT game CPRP: Cost per rating point CPT: Cost per thousandBasic understanding of concepts
  36. 36. CPRP The cost of buying one rating point. Formula : Cost ÷ TVR = Cost per TVR In Practice : Rs. 220,000 ÷ 20 TVR = Rs. 11,000 cost / TVR Usually measured per 10 sec Used as a planning / buying benchmarkBasic understanding of concepts
  37. 37. CPT The cost of reaching a thousand viewers. Formula : Cost ÷ TVR in’000 = Cost/thousand In Practice: Rs 220,000 ÷ 40,000 = Rs 50 CPTBasic understanding of concepts
  38. 38. Channel CPT• Total GRPs – 1500• Universe Size – 3mn• Cost – 2 crores• CPT = Cost X 1000 GRP x Universe 100• CPT = 444
  39. 39. Example – Channel CPTPeriod- Annual 2008 2009Cost (Rs) 250000000 250000000GRPS 20000 18000CPRP 12500 13889Universe 22314 26413Gross Impressions 4462800 4754340Average CPT 56 53
  40. 40. What are the Data bases available tomeasure audiences & Benchmarking SESSION 2
  41. 41. Basic Tools used in Media Planning & Buying Media Express (TAM)- Only TV TAM ADEX – TV, Press, Radio NRS / IRS ABC - PressTools used for media planning & buying
  42. 42. Media Express TV audience measurement (TAM) Ratings, Shares, What it gives ? Frequency, Time spent, GRPs Available at the To what detail ? category, brand, markets,viewer level To evaluate the What is the Use? deal/plans/EnvironmentTools used for media planning & buying
  43. 43. Understanding TAMTools used for media planning & buying
  44. 44. Start of TAM• Started in 1998 when the TV industry pie was only Rs. 1500 crores• Started with 1800 meters in 9 cities
  45. 45. TAM operations : A snapshot• Across 148 towns in India• Panel comprising 7000 homes Imagine asking 35,000+ individuals every minute, 365 days of the year what they watch!• Viewing monitored for ~ 250 active channels
  46. 46. Peoplemeters Set Monitoring Unit Home Management Interface Remote Control HandsetTools used for media planning & buying
  47. 47. Measuring the TV rating Meter Using Peoplemeters Research Company  Research company determines representative sample  “Meters” installed  Individual householder details recorded  Householder “pushes button” when watching.  Recorded as a viewer  Data on-line to research company HandsetTools used for media planning & buying
  48. 48. What can we find out from the peoplemeter data ? • Peoplemeters report viewing on a continuous basis • Peoplemeter reports viewing every minute of the day. • This means viewing data can be analysed in great detail and over time (trends).Tools used for media planning & buying
  49. 49. Uses of XPRESS ? Gauges viewership of TG • Reach & Frequency • Program and Break performance • Reach – Cumulative and by weeks • Profile of Viewers – By Channel & Programs/by Demographics & Markets • Channel Shares by TG/Dayparts and across weeks • Channel/Programme Loyalty • Brand Spot Listing • Minute by minute viewership trends • Trends – by weeks, days and citiesTools used for media planning & buying
  50. 50. Program Reach & Frequency Raja Ki Kis Desh Bidayi Yeh Rishta AKKAvg. Freq. 1.8 2.2 3.0 2.8 1.8Reach @1+ 15 25 31 30 19 For ex: 15% of the audience has seen 1.8 episodes of Raja Ki..
  51. 51. Program v/s Break Performance Measure for Stickiness6 5.7 25% 21% 4.95 20% 4.24 17% 3.5 15% 3.4 15% 14% 14%3 2.7 10% 22 1.7 1.4 1.2 5%10 0% Sangam Santan RKAB KDHMD Bidayi PTVR B TVR Drop %
  52. 52. Reach & Cumulative Reach 90 82 75 70 71 7067 67 Wk7 Wk8 Wk9 Wk10 Weekly Cumulative STAR Plus reaches out to 90mn over a month
  53. 53. TG Profile: Star One audience profile skewed to youth in higher SEC [4-14] 140 SEC D/E [15-24] 120 100 80 SEC C [25-34] 60 40 20SEC B 0 [35-44] SEC A [45-54] FEMALE [55& ABOVE] MALE
  54. 54. Channel Share Channel Share by TG % Share Prime Time Afternoon Channel Share by TG Star Plus 12 11% Share CS 4+ YRS CS FEMALE ABC 15+ YRS Colors 12 6Star Plus 9 10 Zee TV 10 5Colors 8 10 Cable Regional 6 9Zee TV 6 7 Zee Cinema 4 5MAX 5 4 MAX 4 7Zee Cinema 5 4 Star Gold 3 3Star Gold 3 2 Zee Marathi 3 2Sony 3 3 NDTV Imagine 3 2Zee Marathi 3 4NDTV Imagine 2 3 ETV Marathi 2 1Star One 2 2 Sony 2 2 Zee Bangla 2 1 Star One 2 2 Sahara One 2 2 SAB 2 1 Star Jalsha 1 1
  55. 55. Program Loyalty While AKK reach remains unchanged over 4 weeks of launch Total repeaters increase to 86%7 100 90 86 86 84 80 81 80 80 76 73 74 6 6 6 6 70 6 6 6 706 67 60 60 54 50 50 40 5 5 38 5 5 5 5 5 5 55 30 20 10 12/10/2008 12/11/2008 12/18/2008 12/22/2008 12/23/2008 12/24/2008 12/25/2008 12/15/2008 12/16/2008 12/17/2008 12/1/2008 12/2/2008 12/3/2008 12/4/2008 12/8/2008 12/9/20084 0 0 Reach % Cume Rpt
  56. 56. Brand Spot Listing (Post Eval) Spot by spot delivery details Edible Oil Advertiser Brand Variant FCT (secs) GRPs NGRPs/10s AGRO TECH FOODS LTD SUNDROP NUTRILITE VP-BOY PULLS BLOCKS 855 64 96 SUNDROP SUPERLITE VP-10 %/SON/VITAMIN A D E 1125 64 96 CARGILL INDIA PVT LTD GEMINI REFINED EDIBLE OILBOY 140 28 55 PRODUCT WINDOW 240 105 105 MARICO INDUSTRIES LTD SAFFOLA GOLD OIL PARENTS RACE 700 27 70 Grand Total 3060 288 4221. Post evaluation can be done for specific markets & TG2. Data available by category, advertiser, brand , caption3. Data available by date, day, time, & program4. Details on multiple edits – hence, total FCT consumed on the channel/program5. Client activity on the competition channel can be tracked6. Deliveries can be divided separately for commercial FCT vs. promo FCT
  57. 57. Minute by Minute Viewership Trend - Bidayi Breaks 10.0 9.2 9.0 8.7 8.8 8.8 8.9 8.6 8.5 8.2 7.9 8.3 8.0 8.1 8.0 7.6 7.8 7.0 7.1 7.2 7.1 7.0 7.5 7.0 6.9 7.0 6.0 6.5 6.2 6.3 6.0Avg TVR 5.8 5.8 6.3 5.5 5.0 4.0 3.0 2.0 1.0 0.0 21:00 21:01 21:02 21:03 21:04 21:07 21:08 21:11 21:12 21:13 21:15 21:16 21:17 21:18 21:19 21:20 21:21 21:23 21:24 21:27 21:28 21:29 21:05 21:06 21:09 21:10 21:14 21:22 21:25 21:26
  58. 58. Viewership Trends Minute by Minute viewership data available by TVR, Reach, Share & Time 1 Spent 0.9 0.9 0.9 0.9 0.9 0.9 0.9 0.8 0.90.8 0.80.6 Trends by Weeks0.40.2 0 Wk7 Wk8 Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk9 Wk10 1.2 1.0 1.0 0.9 1.0 1.0 0.9 0.8 Trends by 0.7 0.6 Days 0.6 0.4 0.2 0.0 Sun Mon Sat Thu Tue Fri Wed 1.4 1.2 1.2 1.0 1.0 0.8 Trends by 0.8 Cities 0.6 0.4 0.4 0.2 0.0 Mum HSM Cal Del STAR Plus Avg TVR
  59. 59. To Measure Advertising spends TAM Adex 1. Advertising spends are measured to arrive at the competitors strategy 2. To understand the activity of different category/Clients across mediaTools used for media planning & buying
  60. 60. …and how is the data useful? • Share of Expenses (SOE) • Clients/Categories active on air • Clutter levels • Fill levels • Time-band focus • Seasonality • Promo Support (Tagons) • Detailed category/competitive analysisTools used for media planning & buying
  61. 61. Category Report• Data Available – Channel/Genre-wise FCT consumption – By Category/Client• How to read the data? – What categories/advertisers are present on competition and not on our channels? – Are they consuming higher sec on competitive channels/networks? – Understanding profile of advertisers • Niche Vs Mass ( Frequency vs Reach) • Will give insights into their TG profile • Use for pushing ‘similar TG profile’ properties to clients• Defining Competition – Need not just be direct (GEC vs GEC, Hindi Movies vs Hindi Movies) – Why is an advertiser/category present on english ent but not eng mov?
  62. 62. Connectivity? Its all about being connectedTools used for media planning & buying
  63. 63. What is connectivity? Type of TV Set Cable Operator Cable HomeTools used for media planning & buying
  64. 64. Connectivity depends on 1. Type of TV set 2. Cable operatorTools used for media planning & buying
  65. 65. What are the different bands? 1.      Prime Band 2.      Colour Band 3.      S-Band 4.      Hyper Band 5. UHF BandTools used for media planning & buying
  66. 66. How does Connectivity effect our lives? • Availability of a channel in a certain band decides the extent of its coverage – E.g – If a channel is available in the PRIME band it reaches all TV owning households • Higher the connectivity, more the eyeballs for the channelTools used for media planning & buying
  67. 67. Media Plan Making
  68. 68. Plan Making• Plan is constructed on historical data i.e basis the data for last few weeks• Plan objective is set in terms of GRP, Reach @ Frequency, Plan CPRP• Evaluation parameters – Channel Shares – Programme/Break TVR – Programme CPRP (basis break ratings) – Plan GRP – Plan Reach (At effective frequency – 3+/4+/6+) – Plan AOTS
  69. 69. Plan MakingChannel selection basis Channel Share analysis Top programs basis break TVRs Evaluate Prog CPRP basis planning ratesProgram selection basis CPRP (ascending order) Plan construction- No. of spots, Costing Plan objectivesPre-Eval: Evaluate GRP, Reach, Frequency not met Final Plan- To client
  70. 70. Plan LayoutChannel Program Day Time Rate/10sec Brk TVR Prog CPRP Spots Dur Cost GRP CPRPStar Plus KSBKBT M-T 22:30 150000 5.5 27273 0 30 0 0 KGGK M-T 22:00 120000 5.1 23529 4 30 1440000 20 Kasauti M-F 20:30 100000 4.2 23810 3 30 900000 13 Baa bahu baby S-S 21:30 75000 3.8 19737 8 30 1800000 30 Bidaai M-T 21:00 45000 4.0 11250 8 30 1080000 32Star Plus 23 5220000 95 18239Zee TV Dulhan M-F 20:00 65000 5.6 11607 8 30 1560000 45 Betiyan M-T 22:00 60000 4.5 13333 8 30 1440000 36 Saath Phere M-F 21:30 60000 4.1 14634 2 30 360000 8 Kasam Se M-F 21:00 70000 3.1 22581 0 30 0 0 Mayka M-T 20:30 55000 3.8 14474 6 30 990000 23Zee TV 24 4350000 112 12970Total Plan 47 9570000 207 15396
  71. 71. Plan Evaluation- Pre Evaluation
  72. 72. Historical periodChannel-wise programs are selected
  73. 73. Commercial spotsgenerated by each program
  74. 74. Commercial spots selected for each program/channel as per plan Ex: 4 spots on KGGK, 3 spots on Kasauti etc
  75. 75. • After selecting all spots as per plan, the LOG FILE is created• This is then processed to deliver the reach, AOTS, GRP on the brand TG and market• Various iterations in the log file finally deliver the plan objectives
  76. 76. INPUT PRE EVAL OUTPUT Best Channel Mix To achieve R/F Objective Channel Mix Program Mix Identifying the TG Cost/Channel optimum level* up to After ‘n’ Markets Campaign Cost iterations which the base channelObjectives R/F deliveries by Markets delivers Evaluating other channels for incremental reach Ready to be approved by client * Optimum levels in terms of reach and monies
  77. 77. The layout is critical once the plan is ready…Planning to striking the deal
  78. 78. Conventional methods of plan layouts Media weight Continuity scheduled for many weeks throughout year Periodic waves of Pulsing advertising with periods of inactivity Flighting Continuous advertising with intermittent burstsPlanning to striking the deal
  79. 79. How does a MEDIA PLAN* go on to become a DEAL?
  80. 80.  INITIAL PLAN (Channel mix Vehicle mix)  BUYING BRIEF (If NO) (Comm. dur., FCT # spots, programs etc) Agency checks the  deal against Media INITIAL DEAL Objectives  (FCT by Programs, ER CPRP, Sponsorships) (If YES) (‘n’ iterations) FINAL DEAL (FCT by Programs, ER CPRP, Sponsorships)Planning to striking the deal
  81. 81. Buying Brief contains details on . . .Quantitative Detailing• Markets• Target Audience Definition – Demographics – Psychographics• Period of Activity• Creatives to be used – captions/sizes/languages etc• Media Weights – GRP, Reach & Frequency Objectives• Working Media Budgets (by medium)• Back-end Analysis – Day-parts/Channel/Publication Mix Selection
  82. 82. And Covers Qualitative Detailing• Background of the media activity – Promotion/Tactical/Launch etc – Rationale for Media Selection – Role of each medium/vehicle – Scheduling strategy recommended – Campaign Objectives by markets/medium
  83. 83. The Buying Process• Evaluation• Selection• Negotiation/Deals• Implementation• Post Buy Evaluations
  84. 84. Evaluation• Television – Channel Shares – Daypart Analysis – Top Programme by markets – CPRPs
  85. 85. Selection - Television• Quantitative Inputs - Programme profile/Clutter levels - Past trends/stability• Qualitative Inputs - Channel/Programme perception - Packaging qualities of channel - Receptivity to new ideas/innovations - Synergy with brand profile
  86. 86. Implementation• Work out detailed deals with media owners – Campaign Specific deals OR – Year long deals• Work out Optimised Plans with negotiated rates• Approvals by client• Execution
  87. 87. Brief to the buyerChannel Program Day Time Rate/10sec Brk TVR Prog CPRP Spots Dur Cost GRP CPRPStar Plus KSBKBT M-T 22:30 150000 5.5 27273 0 30 0 0 KGGK M-T 22:00 120000 5.1 23529 4 30 1440000 20 Kasauti M-F 20:30 100000 4.2 23810 3 30 900000 13 Baa bahu baby S-S 21:30 75000 3.8 19737 8 30 1800000 30 Bidaai M-T 21:00 45000 4.0 11250 8 30 1080000 32Star Plus 23 5220000 95 18239Zee TV Dulhan M-F 20:00 65000 5.6 11607 8 30 1560000 45 Betiyan M-T 22:00 60000 4.5 13333 8 30 1440000 36 Saath Phere M-F 21:30 60000 4.1 14634 2 30 360000 8 Kasam Se M-F 21:00 70000 3.1 22581 0 30 0 0 Mayka M-T 20:30 55000 3.8 14474 6 30 990000 23Zee TV 24 4350000 112 12970Total Plan 47 9570000 207 15396 Plan objective: 30% reach @ 3+ The plan is made on planning rates. The budget is more than actual budget allowing for negotiations
  88. 88. Options for the Buyer• Objective: Bring more value to the plan by reducing rate/CPRP and by bringing in value adds• Constraints/Deliverables – GRPs and CPRP – Plan objective – Channel Genre• Flexibility – Channel choice – Programme choice• Other Factors – Planners may have a demand for a fixed channel set – Clients may have their own considerations – Differs from client to client
  89. 89. First Cut Deal Option Replaced Zee with Sony and StarOne, Included new program, reduced costChannel Program Day Time Rate/10sec Brk TVR Prog CPRP Spots Dur Cost GRP CPRPStar Plus KSBKBT M-T 22:30 100000 5.5 18182 0 30 0 0 KGGK M-T 22:00 85000 5.1 16667 2 30 510000 10 Kasauti M-F 20:30 80000 4.2 19048 4 30 960000 17 Baa bahu baby S-S 21:30 60000 3.8 15789 5 30 900000 19 Bidaai M-T 21:00 60000 4.0 15000 5 30 900000 20 Prithviraj Chauhan Sat-Sun 21:00 60000 4.9 12245 8 30 1440000 39Star Plus 24 4710000 105 14924Sony TV Amber Dhara M-F 21:00 20000 1.3 15385 12 30 720000 16 Virudh M-T 21:30 25000 1.02 24510 8 30 600000 8 Durgesh Nandini M-F 22:00 25000 0.9 27778 0 30 0 0 HFF S-S 14:00 8000 2 4000 15 30 360000 30 Kajjal M-T 20:00 20000 0.8 25000 0 30 0 0 RODP M-F 13:00-16:00 1500 0.8 1875 30 30 135000 24Sony TV 65 1815000 78 7780Star One Dill Mill gaye M-F 20:00 15000 1.1 13636 12 30 540000 13 Choona Hai Aasman M-T 22:00 12000 0.7 17143 8 30 288000 6 Sarabhai vs Sarabhai M-F 21:30 15000 0.6 25000 4 30 180000 2 Kya Hoga Nimmo Ka M-F 22:00 12000 0.2 60000 0 30 0 0 RODP S-S 10:00-23:00 4000 0.3 13333 24 30 288000 7Star One 48 1296000 28 15211Total Plan 137 7821000 211 12334
  90. 90. Post Evaluation of a Campaign/Deal Monitoring report of the Campaign (channels, programs, # spots, GRPs, R/F) Map the above output with the Pre-eval output Check for discrepancies (spot droppage, TVR fluctuations, CPRPs)Planning to striking the deal
  91. 91. But a Post eval need notalways match the Pre eval?
  92. 92. Pre & Post • Post Eval – Usually calculated based on delivery of actual spots – Alternatively, based on Programme / Break performance etc. • Pre Eval – Multiple approaches to calculating performance – Programme Rating with Filters, Break Rating, Minute Rating, Commercial Rating etcPlanning to striking the deal
  93. 93. Issues • Audience Fragmentation – Natural drop in viewer interest • Forecasting • R/F focus of plans – therefore all GRPs not same • Selectivity • Distribution / Connectivity controlPlanning to striking the deal
  94. 94. Thank You!!

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