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Media Planning & buying Basics

This document provides an overview of media planning concepts, including key terms like target audience, reach, frequency, GRPs (Gross Rating Points), and CPT (Cost Per Thousand). It discusses various media metrics such as television ratings, press readership, and calculated audience exposure, while explaining their importance in achieving advertising effectiveness. Additionally, it includes practical examples and calculations to demonstrate how to evaluate and optimize media strategies.

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MODULE ON MEDIA PLANNING
Media Plan EFFECTIVE REACH FREQUENCY GRP’s CPT’s DISTRIBUTION & TVR’s or CPM’s CIRCULATION CPRP’s & READERSHIP TARGET COVERAGE AUDIENCE or REACH
So much jargon… what does it all mean ?
BASIC MEDIA TERMINOLOGIES
Target Audience  The total potential audience that we would like to communicate to  SEC  SEX  Age
SEC GRID Education Illite- School School SSC/ Some Grad/ Grad/ rate upto 4 yrs/ 5-9 yrs HSC Coll. but Post Post Occupation No formal not grad. Grad - Grad - schooling Gen Prof. Unskilled Workers E2 E2 E1 D D D D Skilled Workers E2 E1 D C C B2 B2 Petty Traders E2 D D C C B2 B2 Shop Owners D D C B2 B1 A2 A2 Businessmen/ Industrialist With no.of emp: None D C B2 B1 A2 A2 A1 1-9 C B2 B2 B1 A2 A1 A1 10+ B1 B1 A2 A2 A1 A1 A1 Self Employed Prof. D D D B2 B1 A2 A1 Clerical/Salesmen D D D C B2 B1 B1 Supervisory level D D C C B2 B1 A2 Officers/Execs- Jun C C C B2 B1 A2 A2 Officers/Execs- B1 B1 B1 B1 A2 A1 A1 Mid/Sen.
Reach of media (Max. Poss) Of the total audience the maximum number of people that the medium covers.
 Television  The number of people who watch television at least once a week.  Press  The number of people who read any publication at least once a week.  Radio  The number of people who listen to radio at least once a week.  Cinema  The number of people who visit cinema at least once a month.
Media Penetration  It is the percentage of homes in a specified area and TA that own at least one TV or radio set or have a TV with a C&S connection.  Different from Reach
Television Ratings (TVR)  The % of audience exposed to a particular programme  Peoplemeter TVRs  A timeaveraged % of the audience universe across a defined time period
Time weighted TVR... Viewer Start End Total time viewed (min.) A 8.30 8.40 10 D 8.46 8.50 4 F 8.30 8.35 5 J 8.33 8.58 25 B/C/E/G/H/1 - - - (Did not watch) Calculation as per the Diary Method  Reach ( 5 MIN.+ for A, F & J) : 3 / 10 x 100 = 30 TVR Calculation as per the People Meter Method  Time Weighted. TRP : 10/30 + 4/30 + 5/30 + 25/30 x 100 = 15 TVR 10 Note : The figure 30 in the numerator is the duration of the programme
Gross Rating Points (GRP)  A measure of gross message weight  It is a % duplicated figure  A summation of all the TVRs for a particular media schedule  Alternately: GRP = Reach x AOTS  A GRP is always a comparative weight…by itself, it has no relevance.
The relationship... GRP GRP=Reach X AOTS Reach% at 1+ AOTS R=GRP/AOTS A=GRP/Reach
Reach (%)  The net unduplicated number of people that the plan covers at least once in the defined period
Reach  Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period
Reach Definition : the percentage of the target audience who saw the commercial at least once during a given campaign period. In practice : Programme TVR Unduplicated Reach Cumulative Reach Kyunki Saas... 15 15 15 Amanat 7 6 21 Movie 9 7 28 Heena 4 3 31 News 2 1 32 37 GRPs 32% 32% Reach
Plan reach (%) TG = 300 Veh A Veh B 100 people 80 people 20 people read pub. A and pub. B
Plan Reach (%) TG = 300 Total Total readers readers = 80 = 100 Veh A Dup Veh B 80 20 60 Plan reach = Total (A + B) - Dup (AB) or Exclusive (A+B+C) {(100 + 80) - 20} or {80+60+20} = 160
Plan reach = (160/300) x 100 = 53 %
Average OTS  Definition :The number of times, on average, the audience reached sees the commercial during a given period. Formula : AOTS = Total GRPs ÷ Reach or GRPs = Reach x AOTS
 Definition : The number of times, on average, the audience reached sees the commercial during a given period. Formula: AOTS = Total GRPs ÷ Reach or GRPs = Reach x AOTS In Practice: 37 GRPs ÷ 32% Reach = 1.16 AOTS Therefore, 32% of the target audience will see the commercial on average 1.16 times during the given period.
The relation between Reach & AOTS ...
Inversely proportional
Determines Reach Determines AOTS When the duplication is lower Reach increases and AOTS decreases When the duplication goes up Reach decreases and AOTS increases
Effective Frequency  The number of times a message needs to be exposed to the TG to make it relevant  The OTS that works :  The optimal OTS to be achieved within a time frame to accomplish a specified objective  The frequency estimator one such tool.
Effective Reach The reach at effective frequency that is needed to accomplish the specified objective
CPT  Cost Per Thousand : A measure of cost effectiveness.  The cost of a unit (10 secs) of a vehicle/ the total number of target audience reached by the vehicle in thousands.
Cost Per GRP Definition : The cost of buying one rating point. Formula : Cost ÷ GRPs = Cost per GRP
Cost Per GRP Definition : The cost of buying one rating point. Formula : Cost ÷ GRPs = Cost per GRP In Practice : Rs .250,000 ÷ 15 GRPs = Rs. 2174 cost per GRP
Quick Quiz The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. Programme TVR Unduplicated Reach Cumulative Reach Kyunki Saas... 15 15 15 Amanat 7 6 21 Movie 9 7 28 Heena 4 3 31 Meri Saheli 2 2 33 Ramayan 5 2 35 Ally Mc Beal 1 1 36 Ghar Ek Mandir 5 1 37 37% 37% 1) What GRP‟s did this campaign achieve? 2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
Quick Quiz - Answer 1 The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. 48 Programme TVR Unduplicated Reach Cumulative Reach Kyunki Saas... 15 15 15 Amanat 7 6 21 Movie 9 7 28 Heena 4 3 31 Meri Saheli 2 2 33 Ramayan 5 2 35 Ally Mc Beal 1 1 36 Ghar Ek Mandir 5 1 37 37% 37% 1) What GRP‟s did this campaign achieve? 2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
Quick Quiz 15+7+9+4+2+5+1+5 =48 GRPs
Quick Quiz - Answer 2 The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. 1.3 Programme TVR Unduplicated Reach Cumulative Reach Kyunki Saas... 15 15 15 Amanat 7 6 21 Movie 9 7 28 Heena 4 3 31 Meri Saheli 2 2 33 Ramayan 5 2 35 Ally Mc Beal 1 1 36 Ghar Ek Mandir 5 1 37 37% 37% 1) What GRP‟s did this campaign achieve? 2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
Quick Quiz 48/37 = 1.3
Quick Quiz - Answer 3 The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. Programme TVR Unduplicated Reach Cumulative Reach Rs. 16667 Kyunki Saas... 15 15 15 Amanat 7 6 21 Movie 9 7 28 Heena 4 3 31 Meri Saheli 2 2 33 Ramayan 5 2 35 Ally Mc Beal 1 1 36 Ghar Ek Mandir 5 1 37 37% 37% 1) What GRP’s did this campaign achieve? 2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
Quick Quiz Rs.800000/48 = Rs. 16667
Quick Quiz - Answer 4 The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. GRPs- 43 Programme Kyunki Saas... Amanat Movie Heena Meri Saheli TVR 15 7 9 4 2 Unduplicated Reach Cumulative Reach 15 6 7 3 2 15 21 28 31 33 Reach-36% Ramayan 5 2 35 Ally Mc Beal 1 1 36 Ghar Ek Mandir 5 1 37 37% 37% 1) What GRP‟s did this campaign achieve? 2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
Quick Quiz 48 - 5 = 43 GRPs 37 - 1 = 36% Reach
Channel Shares  Out of the total TV viewing universe in the specified time period what proportion of the audience has viewed the channel.
Cumulative Reach  The net unduplicated number of people that have viewed a channel for at least a period of 1 min within the specified time period.
ROS RODP  Run on  Run on daypart schedule.  Refers to the random running  Refers to the of spots within a random running specified time of spots across band. the entire day
FCT FPC  Free commercial  Fixed point chart time  It is the time wise,  It is the amount of day wise secondage that is programming grid bought on a for a particular channel. channel.
Effective Rate (ER) Used to signify the final rate/10 secs that is obtained on a channel after the buying is complete.  It is arrived after averaging out the paid and the bonus component of the deal. For eg.  Paid Value = Rs 150,000  Paid secondage = 100 secs (ie @ Rs 15,000/10 secs)  Bonus secondage = 50 secs  Total secondage = 150 sec  ER/10 secs = 150,000/15 = Rs 10,000
Scheduling Burst Continuous Time Time Flighting Pulsing Time Time
TERMINOLOGIES IN A COMPETITIVE FRAMEWORK
Share of Expenditure (SOE)  A relative media measure  Brand spend in value as a % of the total advertising expenditure of the category  Gives the first level of indication of the level of dominance of a brand in a certain time period.  Does not take into account the duration differentiation and the buying efficiencies of the different players  Data is monitored weekly at card rates by a third party.  In our case it is Time monitoring.
Share of Voice (SOV) A measure of media weight distribution  Represents the brand GRP‟s as a % of the total GRPs delivered by the category A more reliable measure of relative weights  But not sensitive to duration.  Avg. duration used should always be looked at in conjunction.
TERMINOLOGIES IN MARKET PRIORITISATION
Basic numbers...  Saliency or contribution: A percentage number  The contribution of a state / city compared to All India or Total  Gives you the relative importance of a state / city w.r.t other states / cities  Growth rates A simple linear increase / decrease in sales expressed in % across two time periods
Indices...  A measure of per capita consumption in a particular state / city for a brand or category w.r.t defined TG dispersion in that city.  BDI (Brand Development index)  % contribution of state to total brand sales / % TG popl in that state to total TG  CDI (Category Development index)  % contribution of state to total category sales / % TG popl in that state to total TG Help inter-state comparisons and relative media weight setting.
Mapping for prioritisation... High CDI Invest Potential Consolidate/ Strengthen Low BDI High BDI Ignore/Spillover Maintain/Threshold Low CDI
ZOOMING IN ON PRINT... Press terminologies & concepts
Readership  Average Issue readership A percentage / portion of the audience who read the vehicle within the periodicity of it being published  Also referred to as reach of vehicle  Sole Readers A percentage / portion of the audience who reads only a particular vehicle and nothing else
Cost efficiency  CPT (Cost per thousand)  Cost of a defined creative unit say 100 cc or Full Page/ the readership in thousands.  CPC (Cost per copy)  Cost of a defined creative unit say 100 cc or Full Page/ the circulation in thousands.
Newspapers / Magazines Circulation Definitions : The number of copies each edition sells. In Practice : The Readers Digest has a circulation of 58,000 copies. Readership Definition : The total number of adult readers for each title. In Practice : The Readers Digest has a circulation of 58,000, but an average of 8.5 readers per copy. Total Readership = 8.5 x 58,000 = 493,000
NET TERMINOLOGY
Terminology…  Uniform Resource Locator (URL)  An Internet address  A means of identifying an exact location on the Internet  http://www.rediff.com  HTML (HyperText Mark-up Language)  The set of codes that tells the web browser how to display the page
Terminology…  Rich Media  Ads with Rich Media use Java, Flash, Shockwave to generate banners with animations, form submissions etc.  Interaction with the user  Cookie  A packet of data stored on your computer‟s hard drive by a Web site  The code reveals info about you (pages you‟ve visited, utilities used, etc.) that can be used for targeting of ads
Terminology…  Hit  A hit is generated by every request made to a web server.  Eg. The Inbox, Compose etc. on Hotmail are treated as different hits  Impression  One display of a banner to a single viewer  Page View  One download of a complete page
Terminology…  Unique visitors  The number of unique individuals who visit a site within a specific period of time
WHILE PLANNING QUESTION YOURSELF….
1.What is the marketing/sales objective?  hold current users  change user profile  grab users from competition  expand category ie.new users  get current users to use more
2.What is the objective behind the current burst ? Specific sales objectives (if measurable)  Brand task - Introduce, Maintain, Stimulate, Reposition, Re-launch
3.What is the role of advertising ? Increase awareness (measurable), generate trials etc.  Will impact coverage, continuity, dominance, frequency objectives in the plan
4.Which are the focus markets? Mkt. wise sales salience over at least 4 data points (by quarter)  Helps in market prioritisation and relative media weight allocation
5.What is the competitive set ? What are their regional pockets of strength ?  Helps us look at the media in the context of the overall marketing plan to counter competition  How is the category moving - growths, rural vs urban etc. ?
6.What is the brand's distribution status by geography, compared to the competition & category ?  Can lead to a decision to delay media break in a mkt due to below -threshold distribution
7.Who are we talking to ?  Demographics  Psychographics
8.Where are current users coming from ? (if not a new brand) TG definition & geography  Can help identify the strong pockets  Can impact the relative media weights for each market.  (Reach for width & frequency for depth)
9.Where has been the maximum lapsing and why ? (if applicable)  Can link this to media weights given. Redefine threshold if there is a only media solution
10.How much are the resources ?  Budget determined by client, allocated by agency
11.Are there any special considerations that we need to bear in mind ?  Any market/category peculiarity that could impact the planning process  Client deals, below the line activities, seasonality, purchase cycle etc.
12.Are there any creative size mandatories ?  Existing creatives  New creatives with size restrictions
THE MEDIA PLANNING PROCESS
The Unifying:M factor... Money...Marketing...Media My Kitty
Now that I have it, what do I do? Four key questions: To whom Where (mkt & broad mix) How much How & When (specific)
To Whom...
To whom... Demographics  Primary vs secondary Psychographics Mediagraphics  C&S vs NC&S
Where - Markets... Market Prioritisation  Salience (% contribution)  Growths  Mkt wise share movements - competitive factors  Distribution
How does our audience relate to his/her media environment  Where ...  Context of media
The juggle... Arriving at the right media mix
Why a medium...  Each medium has some inherent capabilities  TV - a-v/active - emotional/demo  Press - high involvement - information detail  Radio - audio/passive - imagination/intimate  Cinema - audio visual/unadulterated attention  Outdoor - transient - announcement/localised  Internet- interactive – one on one
Why a mix...  Extend the reach beyond a single medium  Highly fragmented mkts  If the brand is targeting two different TG  different strokes for different folks  Different stimuli aid in making the communication more memorable  Media multiplier  Launch impact
Quantitative...  Maximum possible reach of a medium (Max Pos):  How does a medium fare in numeric terms within our defined audience  Eg:FM for teenagers, Women focus mags for women etc.
Qualitative...  Involvement  This adds the qualitative layer and gauges not just the numbers but also the quality of the interaction with a medium.  Average time spent ( Heavy/ medium /light.)  Context of use.
Planning in a competitive  Not always actionable insights but a context backdrop. critical  MAP- Press (monthly)  Medialogist - TV (weekly)
Competitive Tracking - Press  Spends across brands on a regular basis  Spot key trends  Type of publications used  Periodicity (Dailies v/s Magazines)  Colour v/s B&W  Seasonality  Specific positions  English v/s language press
Competitive Tracking - TV  Spends across brands on a regular basis  Spot key trends  Channel mix  Terrestrial vs satellite focus  Regional vs national focus  Average duration of spot  Scheduling pattern
How much... To get some jargon into perspective:  Reach  Frequency/OTS What is effective ? 75% @ 3+
Frequency based weight setting
Frequency : „How much is enough‟  Krugman’s three hit theory :  1st exposure : What is it ? A cognitive (screening out/ in) response  2nd exposure : What of it ? An evaluative response  3rd exposure : The true reminder  All subsequent exposures : Repeats of the 3rd exposure
How much is enough ?  Given the budgets: Media wt.  SettingEffective frequency targets and optimising reach at those levels  The tool used:  “TheEffective Frequency Estimator” Poor consumer
About the estimator...  A model for arriving at an optimal frequency level for a brand in a particular market.  Parameters used  Brand(Awareness) related  The media/market environment  Communication factors
BRAND FACTORS 1 2 3 4 5 6 7 8 9 10 Freq. Weights Brand Lifecycle Established brand 10 Relatively New 10 10 Marketing Objective Maintaining MS 7 Increasing MS 7 5 Activity On going activity 10 Launch 10 10 Involvement High 6 Low 6 5 Proposition Established 8 New 8 10 MARKET/MEDIA FACTORS Recent Support High 10 Low 10 5 Competitve activity Low 7 High 7 5 Media market ClutterLow 7 High 7 5 Market Support High 3 Low 3 10 Market Status MS high MS low 0 Brand Health/ MS TOMA>1.0 TOMA<1.0 0 Fav. Brand >1.0 Fav. Brand <1.0 0 Seasonality Non peak Peak 0 COMMUNICATION FACTORS Ad Lifecycle Established 10 New 10 5 Message complexity Simple 4 Complex 4 5 Role of Ad Attitude 2 Behaviour 2 10 Ad message Persuasive 7 Non-Persuasive 7 5 Size of Ad Long 1 Short 1 5 No. of executions Single 1 Multiple 1 5 OPERATING FREQUENCY 6.3 100
Reach based weight setting
Setting reach objectives Goal Orientation  This approach is a bottom-up approach, which flows from expected sales. An illustration :
Setting reach objectives TG (Sec A/B, Rs.4000+, Women) =20,00,000 Sales estimate =100 Tons Avg. consumption/TG HH in =250 gms campaign period Total consuming TG HH (2) / (3) = 4,00,000 (20% of TG) Conversion ratio = 40% (Awareness to Trial possible measure) Therefore reach (4) / (5) = 50% of TG
Setting reach objectives Maximising Efficiency  This approach is strictly quantitative in nature, with the primary objective of maximising efficiency. It can be applied only when effective frequency objectives have been set.
Setting reach objectives  The point on a reach/frequency curve where diminishing returns set in defines reach objective. 3+ 80% 4+ 5+ Reach % GRPs / Cost
The Recipe for a Media Plan  A closer look at the cooking...
Defining Objectives-by TG and Task TG : Task :  Men for Citibank  Rapid Reach build up credit cards to induce trial  Youth for  Higher frequency at Valentine’s Day threshold Reach for repeat purchase
The Print Process ... Defining Objectives Evaluation of vehicles Plan iterations Vehicle selection (reach/costs) •Quantitative •Qualitative FINAL PLAN Deliveries Schedule
The Television Process ... The Task Budgets How much is enough? Defining Objectives - Reach/Freq. How do I get there ? Programme selection
The Television Process ... Plan construction and iterations (reach/costs) FINAL PLAN Pre-plan Deliveries Schedule Monitoring Post plan deliveries
The Outdoor Process ... Defining Objectives Site selection (based on campaign, TG, markets, budget) •Quantitative(size) •Qualitative(location) Site monitoring Site operation(Painting, vinyl)
The internet process… Defining objectives Defining TG (driving traffic/visits, building awareness) (affinity groups, usage data) Choosing a model Targetting options (banners, sponsorships/branding, email marketing, referrals, keyword searches, (by country, city, time, day, contests) demographics, content, geographic location) Evaluating a plan (Site centric / user centric)
Beyond the numbers The “feel” aspects …
Qualitative factors I . The choice of a vehicle… Clutter Reproduction/Reception quality Editorial/programming environment  TOI v/s Midday  Star Plus v/s MTV Flexibility of publication/TV channel II. Treatment of the vehicle…  Supplements v/s Main issue  Spots v/s Sponsorships  Page position/break position
Plan Iterations  Begins after selection of the final basket of vehicles  Build in insertions/spots across vehicles across markets while keeping in mind  Media objectives  Period of activity  Cost efficiencies  Creative considerations, i.e. subjects to be exposed, sizes/durations  End product – FINAL PLAN
Scheduling  Sequential exposure of creative subjects  Weekend skew  Cross scheduling  Jugglingsubjects across publications/channels keeping in mind  Duplication  Nature of vehicle
Deliveries  Determine how the plan performs in the relevant TG on quantitative parameters like  Reach% @ 1+ i.e., how many people in our TG got to see the ad at least once  Reach% @ 3+ i.e., how many people in our TG got to see the ad three times or more  AOTS i.e., the average no. of exposures that my ad gets in the TG.  Measurable through Media Xpress
CREATIVE MEDIA SOLUTIONS
 How do you choose from all media vehicles to most powerfully, persuasively communicate your brand?  How it is delivered will add value to the Idea.  Magic applies as much to media selection as to creative development.
Start with the consumer  Not what media do to people but what people do with media  How do consumers and channels of communications interact?  “We should understand better than anyone else how people consume communications”.
Yesterday‟s prevailing rule “If you only have a hammer, everything looks like a nail.”
Old Thinking Based on Two Fallacies 1.We only make ads 2.The consumer is a stationary target for me to hit
Hit Her Here.  Consumer
No Response?  Consumer
Hit Her Harder.  Consumer
But in truth, she‟s not a static object waiting to be hit!  She‟s always moving  in process of persuading herself  full of communication opportunities  requires many different messages along the way
 There are many contact points where the consumer and persuasive communication can intersect.  Selling messages communicated via a variety of channels creates greater synergy and  Multiplies the power of the persuasion
Creative Media Use Innovative use of a brand idea or Inventive use of a Target Audience‟s media consumption
Think the box
In media …  Leverage the existing properties of the medium in a refreshing way  Create new opportunities
SOME EXAMPLES
Hello to all our readers in high office.
 Adding value to the Branding Idea  Strategic media decisions made prior to creative development  Early involvement with creative teams Free Your Mind!!!
MEDIA OPERATIONAL PROCEDURES
WORK FLOW
PRESENT SCENARIO Approved Media Plan Release Orders Material Requisitions from Servicing for a Media estimate Media Estimate Approved Estimate from Client
IDEAL Requisition + Approved Media Plan Media Estimate Approved estimate + Material Release Orders
THANK YOU

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Media Planning & buying Basics

  • 1.
  • 2.
    Media Plan EFFECTIVE REACH FREQUENCY GRP’s CPT’s DISTRIBUTION & TVR’s or CPM’s CIRCULATION CPRP’s & READERSHIP TARGET COVERAGE AUDIENCE or REACH
  • 3.
    So much jargon… what does it all mean ?
  • 4.
  • 5.
    Target Audience  The total potential audience that we would like to communicate to  SEC  SEX  Age
  • 6.
    SEC GRID Education Illite- School School SSC/ Some Grad/ Grad/ rate upto 4 yrs/ 5-9 yrs HSC Coll. but Post Post Occupation No formal not grad. Grad - Grad - schooling Gen Prof. Unskilled Workers E2 E2 E1 D D D D Skilled Workers E2 E1 D C C B2 B2 Petty Traders E2 D D C C B2 B2 Shop Owners D D C B2 B1 A2 A2 Businessmen/ Industrialist With no.of emp: None D C B2 B1 A2 A2 A1 1-9 C B2 B2 B1 A2 A1 A1 10+ B1 B1 A2 A2 A1 A1 A1 Self Employed Prof. D D D B2 B1 A2 A1 Clerical/Salesmen D D D C B2 B1 B1 Supervisory level D D C C B2 B1 A2 Officers/Execs- Jun C C C B2 B1 A2 A2 Officers/Execs- B1 B1 B1 B1 A2 A1 A1 Mid/Sen.
  • 7.
    Reach of media(Max. Poss) Of the total audience the maximum number of people that the medium covers.
  • 8.
    Television  The number of people who watch television at least once a week.  Press  The number of people who read any publication at least once a week.  Radio  The number of people who listen to radio at least once a week.  Cinema  The number of people who visit cinema at least once a month.
  • 9.
    Media Penetration  It is the percentage of homes in a specified area and TA that own at least one TV or radio set or have a TV with a C&S connection.  Different from Reach
  • 10.
    Television Ratings (TVR)  The % of audience exposed to a particular programme  Peoplemeter TVRs  A timeaveraged % of the audience universe across a defined time period
  • 11.
    Time weighted TVR... Viewer Start End Total time viewed (min.) A 8.30 8.40 10 D 8.46 8.50 4 F 8.30 8.35 5 J 8.33 8.58 25 B/C/E/G/H/1 - - - (Did not watch) Calculation as per the Diary Method  Reach ( 5 MIN.+ for A, F & J) : 3 / 10 x 100 = 30 TVR Calculation as per the People Meter Method  Time Weighted. TRP : 10/30 + 4/30 + 5/30 + 25/30 x 100 = 15 TVR 10 Note : The figure 30 in the numerator is the duration of the programme
  • 12.
    Gross Rating Points(GRP)  A measure of gross message weight  It is a % duplicated figure  A summation of all the TVRs for a particular media schedule  Alternately: GRP = Reach x AOTS  A GRP is always a comparative weight…by itself, it has no relevance.
  • 13.
    The relationship... GRP GRP=Reach X AOTS Reach% at 1+ AOTS R=GRP/AOTS A=GRP/Reach
  • 14.
    Reach (%)  The net unduplicated number of people that the plan covers at least once in the defined period
  • 15.
    Reach  Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period
  • 16.
    Reach Definition : thepercentage of the target audience who saw the commercial at least once during a given campaign period. In practice : Programme TVR Unduplicated Reach Cumulative Reach Kyunki Saas... 15 15 15 Amanat 7 6 21 Movie 9 7 28 Heena 4 3 31 News 2 1 32 37 GRPs 32% 32% Reach
  • 17.
    Plan reach (%) TG = 300 Veh A Veh B 100 people 80 people 20 people read pub. A and pub. B
  • 18.
    Plan Reach (%) TG = 300 Total Total readers readers = 80 = 100 Veh A Dup Veh B 80 20 60 Plan reach = Total (A + B) - Dup (AB) or Exclusive (A+B+C) {(100 + 80) - 20} or {80+60+20} = 160
  • 19.
    Plan reach =(160/300) x 100 = 53 %
  • 20.
    Average OTS  Definition :The number of times, on average, the audience reached sees the commercial during a given period. Formula : AOTS = Total GRPs ÷ Reach or GRPs = Reach x AOTS
  • 21.
    Definition : The number of times, on average, the audience reached sees the commercial during a given period. Formula: AOTS = Total GRPs ÷ Reach or GRPs = Reach x AOTS In Practice: 37 GRPs ÷ 32% Reach = 1.16 AOTS Therefore, 32% of the target audience will see the commercial on average 1.16 times during the given period.
  • 22.
    The relation betweenReach & AOTS ...
  • 23.
  • 24.
    Determines Reach Determines AOTS When the duplication is lower Reach increases and AOTS decreases When the duplication goes up Reach decreases and AOTS increases
  • 25.
    Effective Frequency  The number of times a message needs to be exposed to the TG to make it relevant  The OTS that works :  The optimal OTS to be achieved within a time frame to accomplish a specified objective  The frequency estimator one such tool.
  • 26.
    Effective Reach The reachat effective frequency that is needed to accomplish the specified objective
  • 27.
    CPT  Cost Per Thousand : A measure of cost effectiveness.  The cost of a unit (10 secs) of a vehicle/ the total number of target audience reached by the vehicle in thousands.
  • 28.
    Cost Per GRP Definition: The cost of buying one rating point. Formula : Cost ÷ GRPs = Cost per GRP
  • 29.
    Cost Per GRP Definition: The cost of buying one rating point. Formula : Cost ÷ GRPs = Cost per GRP In Practice : Rs .250,000 ÷ 15 GRPs = Rs. 2174 cost per GRP
  • 30.
    Quick Quiz Thefollowing schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. Programme TVR Unduplicated Reach Cumulative Reach Kyunki Saas... 15 15 15 Amanat 7 6 21 Movie 9 7 28 Heena 4 3 31 Meri Saheli 2 2 33 Ramayan 5 2 35 Ally Mc Beal 1 1 36 Ghar Ek Mandir 5 1 37 37% 37% 1) What GRP‟s did this campaign achieve? 2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
  • 31.
    Quick Quiz -Answer 1 The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. 48 Programme TVR Unduplicated Reach Cumulative Reach Kyunki Saas... 15 15 15 Amanat 7 6 21 Movie 9 7 28 Heena 4 3 31 Meri Saheli 2 2 33 Ramayan 5 2 35 Ally Mc Beal 1 1 36 Ghar Ek Mandir 5 1 37 37% 37% 1) What GRP‟s did this campaign achieve? 2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
  • 32.
    Quick Quiz 15+7+9+4+2+5+1+5 =48 GRPs
  • 33.
    Quick Quiz -Answer 2 The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. 1.3 Programme TVR Unduplicated Reach Cumulative Reach Kyunki Saas... 15 15 15 Amanat 7 6 21 Movie 9 7 28 Heena 4 3 31 Meri Saheli 2 2 33 Ramayan 5 2 35 Ally Mc Beal 1 1 36 Ghar Ek Mandir 5 1 37 37% 37% 1) What GRP‟s did this campaign achieve? 2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
  • 34.
    Quick Quiz 48/37 = 1.3
  • 35.
    Quick Quiz -Answer 3 The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. Programme TVR Unduplicated Reach Cumulative Reach Rs. 16667 Kyunki Saas... 15 15 15 Amanat 7 6 21 Movie 9 7 28 Heena 4 3 31 Meri Saheli 2 2 33 Ramayan 5 2 35 Ally Mc Beal 1 1 36 Ghar Ek Mandir 5 1 37 37% 37% 1) What GRP’s did this campaign achieve? 2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
  • 36.
    Quick Quiz Rs.800000/48 = Rs. 16667
  • 37.
    Quick Quiz -Answer 4 The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. GRPs- 43 Programme Kyunki Saas... Amanat Movie Heena Meri Saheli TVR 15 7 9 4 2 Unduplicated Reach Cumulative Reach 15 6 7 3 2 15 21 28 31 33 Reach-36% Ramayan 5 2 35 Ally Mc Beal 1 1 36 Ghar Ek Mandir 5 1 37 37% 37% 1) What GRP‟s did this campaign achieve? 2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
  • 38.
    Quick Quiz 48 - 5 = 43 GRPs 37 - 1 = 36% Reach
  • 39.
    Channel Shares  Out of the total TV viewing universe in the specified time period what proportion of the audience has viewed the channel.
  • 40.
    Cumulative Reach  The net unduplicated number of people that have viewed a channel for at least a period of 1 min within the specified time period.
  • 41.
    ROS RODP  Run on  Run on daypart schedule.  Refers to the random running  Refers to the of spots within a random running specified time of spots across band. the entire day
  • 42.
    FCT FPC  Free commercial  Fixed point chart time  It is the time wise,  It is the amount of day wise secondage that is programming grid bought on a for a particular channel. channel.
  • 43.
    Effective Rate (ER) Usedto signify the final rate/10 secs that is obtained on a channel after the buying is complete.  It is arrived after averaging out the paid and the bonus component of the deal. For eg.  Paid Value = Rs 150,000  Paid secondage = 100 secs (ie @ Rs 15,000/10 secs)  Bonus secondage = 50 secs  Total secondage = 150 sec  ER/10 secs = 150,000/15 = Rs 10,000
  • 44.
    Scheduling Burst Continuous Time Time Flighting Pulsing Time Time
  • 45.
  • 46.
    Share of Expenditure(SOE)  A relative media measure  Brand spend in value as a % of the total advertising expenditure of the category  Gives the first level of indication of the level of dominance of a brand in a certain time period.  Does not take into account the duration differentiation and the buying efficiencies of the different players  Data is monitored weekly at card rates by a third party.  In our case it is Time monitoring.
  • 47.
    Share of Voice(SOV) A measure of media weight distribution  Represents the brand GRP‟s as a % of the total GRPs delivered by the category A more reliable measure of relative weights  But not sensitive to duration.  Avg. duration used should always be looked at in conjunction.
  • 48.
  • 49.
    Basic numbers...  Saliency or contribution: A percentage number  The contribution of a state / city compared to All India or Total  Gives you the relative importance of a state / city w.r.t other states / cities  Growth rates A simple linear increase / decrease in sales expressed in % across two time periods
  • 50.
    Indices...  A measure of per capita consumption in a particular state / city for a brand or category w.r.t defined TG dispersion in that city.  BDI (Brand Development index)  % contribution of state to total brand sales / % TG popl in that state to total TG  CDI (Category Development index)  % contribution of state to total category sales / % TG popl in that state to total TG Help inter-state comparisons and relative media weight setting.
  • 51.
    Mapping for prioritisation... High CDI Invest Potential Consolidate/ Strengthen Low BDI High BDI Ignore/Spillover Maintain/Threshold Low CDI
  • 52.
    ZOOMING IN ON PRINT... Pressterminologies & concepts
  • 53.
    Readership  Average Issue readership A percentage / portion of the audience who read the vehicle within the periodicity of it being published  Also referred to as reach of vehicle  Sole Readers A percentage / portion of the audience who reads only a particular vehicle and nothing else
  • 54.
    Cost efficiency  CPT (Cost per thousand)  Cost of a defined creative unit say 100 cc or Full Page/ the readership in thousands.  CPC (Cost per copy)  Cost of a defined creative unit say 100 cc or Full Page/ the circulation in thousands.
  • 55.
    Newspapers / Magazines Circulation Definitions: The number of copies each edition sells. In Practice : The Readers Digest has a circulation of 58,000 copies. Readership Definition : The total number of adult readers for each title. In Practice : The Readers Digest has a circulation of 58,000, but an average of 8.5 readers per copy. Total Readership = 8.5 x 58,000 = 493,000
  • 56.
  • 57.
    Terminology…  Uniform Resource Locator (URL)  An Internet address  A means of identifying an exact location on the Internet  http://www.rediff.com  HTML (HyperText Mark-up Language)  The set of codes that tells the web browser how to display the page
  • 58.
    Terminology…  Rich Media  Ads with Rich Media use Java, Flash, Shockwave to generate banners with animations, form submissions etc.  Interaction with the user  Cookie  A packet of data stored on your computer‟s hard drive by a Web site  The code reveals info about you (pages you‟ve visited, utilities used, etc.) that can be used for targeting of ads
  • 59.
    Terminology…  Hit  A hit is generated by every request made to a web server.  Eg. The Inbox, Compose etc. on Hotmail are treated as different hits  Impression  One display of a banner to a single viewer  Page View  One download of a complete page
  • 60.
    Terminology…  Unique visitors  The number of unique individuals who visit a site within a specific period of time
  • 61.
  • 62.
    1.What is themarketing/sales objective?  hold current users  change user profile  grab users from competition  expand category ie.new users  get current users to use more
  • 63.
    2.What is theobjective behind the current burst ? Specific sales objectives (if measurable)  Brand task - Introduce, Maintain, Stimulate, Reposition, Re-launch
  • 64.
    3.What is therole of advertising ? Increase awareness (measurable), generate trials etc.  Will impact coverage, continuity, dominance, frequency objectives in the plan
  • 65.
    4.Which are thefocus markets? Mkt. wise sales salience over at least 4 data points (by quarter)  Helps in market prioritisation and relative media weight allocation
  • 66.
    5.What is thecompetitive set ? What are their regional pockets of strength ?  Helps us look at the media in the context of the overall marketing plan to counter competition  How is the category moving - growths, rural vs urban etc. ?
  • 67.
    6.What is thebrand's distribution status by geography, compared to the competition & category ?  Can lead to a decision to delay media break in a mkt due to below -threshold distribution
  • 68.
    7.Who are wetalking to ?  Demographics  Psychographics
  • 69.
    8.Where are currentusers coming from ? (if not a new brand) TG definition & geography  Can help identify the strong pockets  Can impact the relative media weights for each market.  (Reach for width & frequency for depth)
  • 70.
    9.Where has beenthe maximum lapsing and why ? (if applicable)  Can link this to media weights given. Redefine threshold if there is a only media solution
  • 71.
    10.How much arethe resources ?  Budget determined by client, allocated by agency
  • 72.
    11.Are there anyspecial considerations that we need to bear in mind ?  Any market/category peculiarity that could impact the planning process  Client deals, below the line activities, seasonality, purchase cycle etc.
  • 73.
    12.Are there anycreative size mandatories ?  Existing creatives  New creatives with size restrictions
  • 74.
  • 75.
    The Unifying:M factor... Money...Marketing...Media My Kitty
  • 76.
    Now that Ihave it, what do I do? Four key questions: To whom Where (mkt & broad mix) How much How & When (specific)
  • 77.
  • 78.
    To whom... Demographics  Primary vs secondary Psychographics Mediagraphics  C&S vs NC&S
  • 79.
    Where - Markets... Market Prioritisation  Salience (% contribution)  Growths  Mkt wise share movements - competitive factors  Distribution
  • 80.
    How does ouraudience relate to his/her media environment  Where ...  Context of media
  • 81.
    The juggle... Arriving at the right media mix
  • 82.
    Why a medium...  Each medium has some inherent capabilities  TV - a-v/active - emotional/demo  Press - high involvement - information detail  Radio - audio/passive - imagination/intimate  Cinema - audio visual/unadulterated attention  Outdoor - transient - announcement/localised  Internet- interactive – one on one
  • 83.
    Why a mix...  Extend the reach beyond a single medium  Highly fragmented mkts  If the brand is targeting two different TG  different strokes for different folks  Different stimuli aid in making the communication more memorable  Media multiplier  Launch impact
  • 84.
    Quantitative...  Maximum possible reach of a medium (Max Pos):  How does a medium fare in numeric terms within our defined audience  Eg:FM for teenagers, Women focus mags for women etc.
  • 85.
    Qualitative...  Involvement  This adds the qualitative layer and gauges not just the numbers but also the quality of the interaction with a medium.  Average time spent ( Heavy/ medium /light.)  Context of use.
  • 86.
    Planning in acompetitive  Not always actionable insights but a context backdrop. critical  MAP- Press (monthly)  Medialogist - TV (weekly)
  • 87.
    Competitive Tracking -Press  Spends across brands on a regular basis  Spot key trends  Type of publications used  Periodicity (Dailies v/s Magazines)  Colour v/s B&W  Seasonality  Specific positions  English v/s language press
  • 88.
    Competitive Tracking -TV  Spends across brands on a regular basis  Spot key trends  Channel mix  Terrestrial vs satellite focus  Regional vs national focus  Average duration of spot  Scheduling pattern
  • 90.
    How much... To get some jargon into perspective:  Reach  Frequency/OTS What is effective ? 75% @ 3+
  • 91.
  • 92.
    Frequency : „How muchis enough‟  Krugman’s three hit theory :  1st exposure : What is it ? A cognitive (screening out/ in) response  2nd exposure : What of it ? An evaluative response  3rd exposure : The true reminder  All subsequent exposures : Repeats of the 3rd exposure
  • 93.
    How much isenough ?  Given the budgets: Media wt.  SettingEffective frequency targets and optimising reach at those levels  The tool used:  “TheEffective Frequency Estimator” Poor consumer
  • 94.
    About the estimator...  A model for arriving at an optimal frequency level for a brand in a particular market.  Parameters used  Brand(Awareness) related  The media/market environment  Communication factors
  • 95.
    BRAND FACTORS 1 2 3 4 5 6 7 8 9 10 Freq. Weights Brand Lifecycle Established brand 10 Relatively New 10 10 Marketing Objective Maintaining MS 7 Increasing MS 7 5 Activity On going activity 10 Launch 10 10 Involvement High 6 Low 6 5 Proposition Established 8 New 8 10 MARKET/MEDIA FACTORS Recent Support High 10 Low 10 5 Competitve activity Low 7 High 7 5 Media market ClutterLow 7 High 7 5 Market Support High 3 Low 3 10 Market Status MS high MS low 0 Brand Health/ MS TOMA>1.0 TOMA<1.0 0 Fav. Brand >1.0 Fav. Brand <1.0 0 Seasonality Non peak Peak 0 COMMUNICATION FACTORS Ad Lifecycle Established 10 New 10 5 Message complexity Simple 4 Complex 4 5 Role of Ad Attitude 2 Behaviour 2 10 Ad message Persuasive 7 Non-Persuasive 7 5 Size of Ad Long 1 Short 1 5 No. of executions Single 1 Multiple 1 5 OPERATING FREQUENCY 6.3 100
  • 96.
  • 97.
    Setting reach objectives GoalOrientation  This approach is a bottom-up approach, which flows from expected sales. An illustration :
  • 98.
    Setting reach objectives TG(Sec A/B, Rs.4000+, Women) =20,00,000 Sales estimate =100 Tons Avg. consumption/TG HH in =250 gms campaign period Total consuming TG HH (2) / (3) = 4,00,000 (20% of TG) Conversion ratio = 40% (Awareness to Trial possible measure) Therefore reach (4) / (5) = 50% of TG
  • 99.
    Setting reach objectives MaximisingEfficiency  This approach is strictly quantitative in nature, with the primary objective of maximising efficiency. It can be applied only when effective frequency objectives have been set.
  • 100.
    Setting reach objectives  The point on a reach/frequency curve where diminishing returns set in defines reach objective. 3+ 80% 4+ 5+ Reach % GRPs / Cost
  • 101.
    The Recipe fora Media Plan  A closer look at the cooking...
  • 102.
    Defining Objectives-by TGand Task TG : Task :  Men for Citibank  Rapid Reach build up credit cards to induce trial  Youth for  Higher frequency at Valentine’s Day threshold Reach for repeat purchase
  • 103.
    The Print Process... Defining Objectives Evaluation of vehicles Plan iterations Vehicle selection (reach/costs) •Quantitative •Qualitative FINAL PLAN Deliveries Schedule
  • 104.
    The Television Process... The Task Budgets How much is enough? Defining Objectives - Reach/Freq. How do I get there ? Programme selection
  • 105.
    The Television Process... Plan construction and iterations (reach/costs) FINAL PLAN Pre-plan Deliveries Schedule Monitoring Post plan deliveries
  • 106.
    The Outdoor Process... Defining Objectives Site selection (based on campaign, TG, markets, budget) •Quantitative(size) •Qualitative(location) Site monitoring Site operation(Painting, vinyl)
  • 107.
    The internet process… Defining objectives Defining TG (driving traffic/visits, building awareness) (affinity groups, usage data) Choosing a model Targetting options (banners, sponsorships/branding, email marketing, referrals, keyword searches, (by country, city, time, day, contests) demographics, content, geographic location) Evaluating a plan (Site centric / user centric)
  • 108.
    Beyond the numbers The “feel” aspects …
  • 109.
    Qualitative factors I .The choice of a vehicle… Clutter Reproduction/Reception quality Editorial/programming environment  TOI v/s Midday  Star Plus v/s MTV Flexibility of publication/TV channel II. Treatment of the vehicle…  Supplements v/s Main issue  Spots v/s Sponsorships  Page position/break position
  • 110.
    Plan Iterations  Begins after selection of the final basket of vehicles  Build in insertions/spots across vehicles across markets while keeping in mind  Media objectives  Period of activity  Cost efficiencies  Creative considerations, i.e. subjects to be exposed, sizes/durations  End product – FINAL PLAN
  • 111.
    Scheduling  Sequential exposure of creative subjects  Weekend skew  Cross scheduling  Jugglingsubjects across publications/channels keeping in mind  Duplication  Nature of vehicle
  • 112.
    Deliveries  Determine how the plan performs in the relevant TG on quantitative parameters like  Reach% @ 1+ i.e., how many people in our TG got to see the ad at least once  Reach% @ 3+ i.e., how many people in our TG got to see the ad three times or more  AOTS i.e., the average no. of exposures that my ad gets in the TG.  Measurable through Media Xpress
  • 114.
  • 115.
    How do you choose from all media vehicles to most powerfully, persuasively communicate your brand?  How it is delivered will add value to the Idea.  Magic applies as much to media selection as to creative development.
  • 116.
    Start with theconsumer  Not what media do to people but what people do with media  How do consumers and channels of communications interact?  “We should understand better than anyone else how people consume communications”.
  • 117.
    Yesterday‟s prevailing rule “If you only have a hammer, everything looks like a nail.”
  • 118.
    Old Thinking Basedon Two Fallacies 1.We only make ads 2.The consumer is a stationary target for me to hit
  • 119.
    Hit Her Here.  Consumer
  • 120.
    No Response?  Consumer
  • 121.
    Hit Her Harder.  Consumer
  • 122.
    But in truth,she‟s not a static object waiting to be hit!  She‟s always moving  in process of persuading herself  full of communication opportunities  requires many different messages along the way
  • 123.
    There are many contact points where the consumer and persuasive communication can intersect.  Selling messages communicated via a variety of channels creates greater synergy and  Multiplies the power of the persuasion
  • 124.
    Creative Media Use Innovative use of a brand idea or Inventive use of a Target Audience‟s media consumption
  • 125.
    Think the box
  • 126.
    In media …  Leverage the existing properties of the medium in a refreshing way  Create new opportunities
  • 127.
  • 129.
    Hello to allour readers in high office.
  • 136.
    Adding value to the Branding Idea  Strategic media decisions made prior to creative development  Early involvement with creative teams Free Your Mind!!!
  • 138.
  • 139.
  • 140.
    PRESENT SCENARIO Approved Media Plan Release Orders Material Requisitions from Servicing for a Media estimate Media Estimate Approved Estimate from Client
  • 141.
    IDEAL Requisition + Approved Media Plan Media Estimate Approved estimate + Material Release Orders
  • 142.