Media orientation Basics
- 2. Scope Media Planning Process Media Terminologies
- 4. The Media Work Flow Strategic Media Planning Implementation Planning Negotiations / Buying Plan Implementation
- 5. Elements of Media Planning Competitive Analysis Target Audience Definition Market Prioritization Media Weight Setting Media Mix Scheduling
- 7. Competitive Intelligence Reported expenditures Competitors’ spending patterns, scheduling strategies/tactics, geographic skews etc. Creative executions Positioning, Complexity of message, Target Audience, Communication Objectives Market intelligence Likely happenings, degree of success of past competitive strategies etc.
- 9. Target Audience Issues How do we effectively define TA in media terms ? Is the TA same in all markets ? Is the TA same for theme and scheme ?
- 10. Identifying the Target Audience Demographic variables Sex, Income, Age, SEC, Occupation, Marital Status etc. Socio-psychographic variables Lifestyles, Attitudes etc. Product usage variables Heavy/Medium/Light or Non-users What is our source of business? Category/Competitors, Sole/Primary/Secondary/Non-users Need to address multiple segments End consumers, Decision Makers, Influencers, Buyers
- 11. Defining the Target Audience Primary Secondary Influencers Influencers Example: Defining the TA for a Color Television brand…
- 12. Target Audience Redefined Parameter Old TA New TA Remarks SEC AB ABC 55% increase in buying audience Gender All Male 90% of purchase decision made by the male Age 25+ 25+ The age definition to be retained Old TA: As per Client Brief
- 13. The old SEC definition leaves out 27% of CTV buying population 0 10 20 30 40 50 60 70 80 90 100 % of All Buyers of CTV 49 76 AB ABC
- 14. Decision Maker is Male Parameters All Top 8M Oth 10L+ 5-10 L 1-5 L <1 Lakh CTV owners 57042 21115 7379 5358 11193 11997 Decision maker Male 89 87 90 89 91 91 Female 11 13 10 11 9 9 Clearly the purchase decision is male skewed. As one goes down Town-class the decision making gets further skewed
- 15. Decision Maker 25+ years Parameters All Top 8M Oth 10L+ 5-10 L 1-5 L <1 Lakh CTV owners 57042 21115 7379 5358 11193 11997 15-19 0.3 0.3 0.3 0.4 0.3 0.4 20-24 2.2 2.3 2.4 1.9 2.4 1.8 25-34 17.6 18.8 17.8 15.3 16.6 17.3 35-44 28.2 28.8 28.1 27.8 27.8 27.7 45+ 51.7 49.8 51.3 54.6 52.9 52.9 Thus… The new TA definition – M, SEC ABC, 25+ years
- 17. Market Prioritization Issues How important is each market for the brand ? How responsive is each market to media ? What are the non-media factors that influence sale in each market ?
- 18. What do we need to do for Market Prioritization? Look at the Distribution Look at Brand Volumes Brand/Category Development Competitive Advertising Past history of market’s performance Sales force input Local market quirks Media cost National delivery in local markets
- 19. Market Opportunity Index (MOI) Brand Development Index (BDI) Ratio of brand consumption intensity to population intensity i.e . % local market brand sales % local market population Category Development Index (CDI) Ratio of category consumption intensity to population intensity i.e. % local market category sales % local market population Market Opportunity Index (MOI) Ratio of CDI to BDI
- 20. Using BDI, CDI & MOI Strategy Key Priority Areas High BDI and high CDI Strong markets; invest in and build on them, minimising risk and maximising potential High BDI and low CDI Maintain current ad spend levels and react in line with competition High Potential Areas MOI > 1 Opportunity areas, where category is strong, but brand is weak. Invest after looking at distribution, growth, media strengths
- 21. Media Objectives Media Weight Setting
- 22. Media-Weight Issues How much is enough ? How much in first week, and how much in later weeks ? How much on each advertisement if two of them run parallel ?
- 23. Setting Media Weights Set Effective Reach Set Effective Freq Determine the number of exposures the consumer needs to get in a purchase cycle Determine the point where cost of incremental reach is exorbitant • These are the building blocks of Media Weights • These vary by market and by brand • These could vary by Theme V/s Promo
- 24. MEDIA MIX
- 25. 3 Guiding factors 1. Reach of Media 2. Cost Efficiency of Media 3. Role of Media
- 26. 1. TV Reaches more 0 10 20 30 40 50 60 70 80 90 100 AP TN WB Press TV %
- 27. 2. TV Costs Less to Reach More Market CPRP CPRP Print TV 200cc BW 30" National 103468 43123
- 28. 3. Role of Media Factors TV Dailies Magazines Image High Low High Impact High High High Memorability High Low Medium Information Low High High Focused Targeting Medium High High Immediacy Medium High Low
- 30. The Implementation Planning Brief Implementation Planning Channel Evaluation Programme/ Publication Evaluation Plan Implementation Check for Deliveries Post Buy Analysis The Implementation Planning Process
- 31. Scheduling
- 32. Timing Objectives Determine best time to advertise Weeks of year Days of week Times of day Establish a scheduling pattern that Achieves communication goals Minimizes non-advertising periods Recognizes competitive activity
- 33. Scheduling Patterns Continuity Flighting Media weight scheduled for many weeks throughout year Intermittent, with gaps in advertising Pulsing Continuous advtg with heavier weight in some months - flighting and continuity combined
- 34. Scheduling Patterns Continuity Pulsing Flighting Covers entire purchase cycle Constant reminder Improves media discounts Similar to Continuity Allows for timing deviations Used due to budget limitations Sharp seasonal fluctuations Competitive advantage Affordability Affordability Consumers are always buying the product Consumers forget during non-advtg periods Pattern Pros Cons
- 36. Terms explained Target Audience & Universe TV o Ratings o GRPs o Coverage (Reach) o Average Frequency o Cost per GRP o CPT o Frequency Distribution o Effective Reach Quick Quiz Print Media
- 37. Introductory Terms TARGET AUDIENCE Definition : The demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activities are concentrated on reaching/appealing to this group. For Example: Brand A’s target audience is 16-60 year old Women. (Market X) Brand B’s target audience is Women aged 18-40 yrs. UNIVERSE Definition : The actual number of individuals within the defined target audience. For Example: The 16-60 yr Women universe is 5,000,000. (Market X) The 18-40 yrs universe is 2,750,000.
- 38. Television
- 39. How a TV Rating is measured ....... Using People-o-meters:- Meter 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 Handset * *
- 40. Using the Diary Method :- Research company determines representative sample Weekly diaries circulated Panel members complete diary Instructed to complete on a daily basis Research company has no control over panel Could be completed just prior to collection Accuracy dependent upon memorizing viewing habits Diaries collected and processed by research company How a TV Rating is measured .......
- 41. People-o-meter vs. Diary PEOPLE METER Based on actual viewing Push button technology High degree of Accuracy Minute by minute GRPs Immediate Results Ability to monitor new stations quickly Guest Viewing Facility On-line access providing cross tabulations Increased targeting options Reach & frequency data DIARY Based on recalled viewing Manual self completion Less accurate 1/4 hour GRPs 2/3 week delay in reporting results Panel viewing only Paper access only Delay in reporting new stations Lack of targeting options Limited reach & frequency data
- 42. Definition : The percentage of the target audience who saw the programme/commercial 1 rating point = 1% of the target audience. Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating In Practice : 18-40 yrs Women watching Prog. A - 1,110,000 18-40 yrs Universe - 2,750,000 Rating - 40% Question: If 9,00,000 Housewives saw our commercial during programme “X” and the universe for Housewives is 36 lakhs, what rating did we achieve? Television Rating Point (TRP)
- 43. Gross Rating Points (GRP) Definition : The sum of all ratings achieved in a campaign. (Note : GRP levels are generally measured and reported on a 4 week basis.) In Practice : Our commercial appeared in the following programmes : Programme Rating Serial 1 32 Serial 2 21 Movie 18 Sport 24 News 15 110 - 110 GRPs achieved Question: How many GRP’s would be achieved by a campaign with two spots in a movie (achieving 21% rating on one occasion & 25% rating on the other), a spot in a serial (achieving a 18% rating) & a spot in the News (achieving 16% rating)?
- 44. Definition : %age of the target audience who saw the commercial at least once during a given campaign period. In Practice : Programme Serial 1 Serial 2 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 Coverage (Net Reach) Question: If we did not have the News on the above schedule, how many GRPs and what Reach would this campaign achieve? GRPs - 95 Reach - 59%
- 45. Reach: As insertions/ spots are added to the media schedule, only the audience not previously exposed to the message are added to the reach total Thus, once a person is counted as reached, that person is not counted again no matter how many times the person is exposed to the vehicle To cut a long story short…Reach is always unduplicated
- 46. 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. Average Frequency
- 47. Short Quiz Question: 350 GRPs and 7.0 Av Frequency = ? % Reach 80% Reach and 5.0 Av Frequency = ? GRPs 400 GRPs and 80% Reach = ? Av Frequency 300 GRPs and 55% Reach = ? Av Frequency 350 GRPs and 60% Reach = ? Av Frequency 50 400 5.0 5.45 5.83
- 48. Definition : The cost of buying one rating point. Formula : Cost ÷ GRPs = Cost per rating point In Practice : Rs 440,000 ÷ 55 GRPs = Rs 8000 cost per rating pt. Question: If your cost per GRP was Rs 10,000 and your budget was Rs 12 lakhs for the month, how many GRPs would you expect to buy? Cost Per Rating Point (CPRP)
- 49. Definition : The cost of reaching 1000 individuals within the campaign target audience. Formula : Cost (GRPs ÷ 100) x Universe In Practice : Rs 12,00,000 cost; 110 GRPs; 50,00,000 Universe 12,00,000 1.1 x 50,00,000 Question: Work out the CPT given the following components : Universe 65,00,000 Campaign Cost Rs 20,00,000 Eight spots on the schedule that achieved the following individual ratings : 23, 18, 24, 16, 9, 31, 17 and 12 x 1000 = CPT x 1000 = Rs 218 CPT Cost Per Thousand (CPT)
- 50. 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 3+. The effective reach in the example below is therefore 44%. Effective Reach Frequency Distribution Frequency 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ Reach% 63% 55% 44% 31% 23% 15% 11% 7%
- 51. The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is Rs. 110,000. Programme Music Countdown Baywatch Movie TTMM Dynasty L.A. Law Cheers Saans Rating 19 14 9 13 21 7 15 18 Unduplicated Reach 19 11 3 7 8 2 5 8 63 Cumulative Reach 19 30 33 40 48 50 55 63 63% 1) What GRP’s did this campaign achieve? 2) What is the Average Frequency? 3) What is the cost per GRP? 4) What is the CPT? 5) If Saans was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been? Quiz Summary 116 116/63 = 1.84 110,000/116 = Rs. 948 Rs. 12.16 GRP=98, Reach=55%
- 52. Print Media
- 53. Newspapers / Magazines Circulation Definitions : The number of copies each edition sells. In Practice : India Today (E) has a circulation of 414,000 copies. Readership Definition : The total number of adult readers for each title. In Practice : India Today has a circulation of 414,000, but an average of 13.9 readers per copy. Total Readership = 13.9 x 414,000 = 57,80,000 Composition Definition : The number of readers per title who fall into our target audience - expressed as a percentage of the readership. In Practice : Readership - 57,80,000 : Composition of Men Readers 78% : Total Men reading Readers Digest = 57,80,000 x 78% = 45,13,000
- 54. A Rating Definition : The percentage of the target audience who saw the insertion.. 1 rating point = 1% of the target audience. Formula : (Audience Achieved ÷ Defined Universe) x 100 = Rating In Practice : All Men reading India Today - 45 lakhs All Men Universe - 3555 lakhs Rating - 1.2% Question: If 356,000 Women 25+ SEC AB saw our insertion in “Femina” & the universe for Women 25+ SEC AB is 156 lakhs, what rating did we achieve?
- 55. Thank You