media gloss. contents media terminology a series of decisions involving the delivery of messages to...
TRANSCRIPT
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Media Gloss
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Contents
Media terminology
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A series of decisions involving the delivery of messages to audiencesA series of decisions involving the delivery of messages to audiences
Goals to be attained by the media strategy and programGoals to be attained by the media strategy and program
Decisions on how the media objectives can be attainedDecisions on how the media objectives can be attained
A series of decisions involving the delivery of messages to audiencesA series of decisions involving the delivery of messages to audiences
Goals to be attained by the media strategy and programGoals to be attained by the media strategy and program
Decisions on how the media objectives can be attainedDecisions on how the media objectives can be attained
Media Terminology
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MediaPlanningMedia
Planning
MediaObjectives
MediaObjectives
MediaStrategyMedia
Strategy
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Number of different audience members exposed at least once in a given time periodNumber of different audience members exposed at least once in a given time period
The potential audience that might receive the message through the vehicleThe potential audience that might receive the message through the vehicle
The number of times the receiver is exposed to the media vehicle in a specific time periodThe number of times the receiver is exposed to the media vehicle in a specific time period
The potential audience that might receive the message through the vehicleThe potential audience that might receive the message through the vehicle
Number of different audience members exposed at least once in a given time periodNumber of different audience members exposed at least once in a given time period
Media Terminology Contd..
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ReachReach
CoverageCoverage
FrequencyFrequency
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Role of Media/Media vehicles
Reach builder – Mass reach media are costly eg. Star Plus, Daily Jagran, Times Of India
Frequency booster – Less reach and hence less cost. Eg. Discovery Channel, Midday,
Image enhancer (quality fit) Quality reach BBC, CNBC
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Setting Media Objectives
Media Coverage
Media Delivery
Optimization or Balance
Reach
Frequency
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Media planning
Who are we talking to ? : Target audience
Where are these people ? : Markets
How many people to reach ? : Reach
How many times ? : Frequency
Which media ? : Media selection
Which vehicles ? : Vehicle selection
Which months ? : Scheduling
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Media planning contd.
Target Audience : Communicating with a diverse set of target audience (Consumers and
Customers) Geographies : Important to put adequate weight
behind each market Reach : Building awareness through Reach Continuity : No. of weeks of activity in a year Frequency : No. of exposures required for the
desired response Context : Editorial fit – where message is
supported by the medium
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Universe
The Total/Actual number of people in a defined
target audience
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Target Audience
Consumers v/s Customers
Customers v/s Influencers
Socio-Demographic
Psychographic
Source of business
Attitudinal
Life-style based
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Some Examples Demographic
Siemens Cell Phones : Men, SEC AB Kelloggs Chocos : Kids, 6-12 years
Product-Usage/Ownership Ceat Tyres : Car-owners Denim ASL : Users of Shaving Systems
Psychographic Dabur Chyavanprash : Troubled Homebody Cosmopolitan : Gregarious Hedonist
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Target Audience CoverageTotal population
Target market
Secondary audience
Media Coverage
TargetMarket
Proportion
FullMarket
Coverage
PartialMarket
Coverage
Secondarycoverage
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Market Prioritization
Principle
1. Put the money where the money is coming from
- market consolidation
2. Put the money where the money is not coming from at present, but future chances are high
- Market expansion
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Media Mix
It refers to the use of two or more different media forms in one advertising plan.
The purpose is To extend reach of the plan To increase the opportunities to see (OTS) To provide different stimuli to reinforce the communication
message To reach psycho graphically distinct audience To utilize some of the intrinsic values of a medium to extend
the creative effectiveness of the campaign (such as music on radio and long copy in print)
To exploit the power of synergy (Eg: 2+ 2 = 5)
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What is Reach ?
Reach is a form of audience accumulation.
It is a measure of how many different households or
audience members were exposed at least once to one
or more media vehicles over a period of time.
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Gross Reach, Net Reach, OTS – Eg.
Times (1)Times (1) HT (1)HT (1)
20,00020,00020,00020,000 30,00030,000
Gross Reach in numbers Gross Reach in numbers = 90,000= 90,000Net ReachNet Reach = 40,000 + 50,000 - 20,000 = 70,000= 40,000 + 50,000 - 20,000 = 70,000
OTSOTS = 90,000 / 70,000 = 1.29= 90,000 / 70,000 = 1.29
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Cumulative Reach buildup Times of India and India Today
0
1000
2000
3000
4000
5000
6000
7000
8000
1 2 3 4 5No. of insertions.
Reach in terms of No. of readers
TOI
India Today
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Eg :Plan reach
Prog A 100 people
Prog B 100 people
Duplication bet A - B = 20i.e., 20 people who watch prog A also watch prog B
TG = 300
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Plan Reach
Prog A 100
Prog B 100
Dupli 20
Plan reach = A + B - Dupli (AB) 100 + 100 - 20 = 180
TG = 300
Plan Reach = 60%
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Average OTS
Prog A 100 people
Prog B 100 people
Duplication 20 people
Reach 180 people
Media plan 3 ads in prog A & 3 ads in prog B
What is the average OTS ?
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Average OTS
The total number of exposures that the campaign has among the people reached out
(100 X 3) + (100 X 3) = 600
(Prog A) (Prog B) That the campaign has been exposed 600
times among 180 people Therefore on an average how many times
does one person get to see the ad ?
600 / 180 = 3.33
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E.g.. Incremental reach by adding publications
33
52
45
56
0
10
20
30
40
50
60
TOI TOI + MT TOI + MT + Loksatta TOI+MT+Loksatta+Midday
Reach (%)
With 1 insertion added we can see the reach over media vehicle selected
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Frequency Concept
How many times the target persons are reached by a schedule.
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Average Frequency/OTS
The average number of times the target audience was exposed to the campaign
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Reach Vs. Frequency
Reach - The actual number of individual
audience members reached at least once by
the vehicle.
Frequency - The number of times the
receiver is exposed to vehicle in a specific
time period.
GRP (Gross rating point) = Reach x
frequency
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Rating
A rating is the percentage of individuals or homes exposed to an advertising medium.
Generally used for television.
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Channel Share
The percentage of homes viewing TV tuned in
to a particular program/channel
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TRP
Definition :The percentage of the target audience who saw the programme /commercial
1 rating point = 1% of the target audience
Formula: Audience viewed /TV owning audience*100
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GRPs
Gross Rating Points A measure of gross message weight
A summation of all the TRPs for a particular
media schedule
GRP levels are generally measured and
reported on a 4 week basis
It is a measure of the media plan’s thrust
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SOE (%)
Share of Expenditure A relative media weight As a % of the total advertising expenditure of
the category
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SOV (%)
Share of voice : A measure of media weight distribution As a % of the total GRPs delivered by the category
A more reliable measure of relative weights because: Measures a parameter that directly links media to
TG Smoothens out differences in media buying among
brands in category
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Definition : The cost of buying one rating point.
Formula : Cost / GRPs = Cost per Rating Point
CPRP
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Scheduling
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Scheduling TechniquesFlighting - Refers to periodic waves of advertising
separated by periods of total inactivity- Achieves greater frequency- Allows flexibility of timing- Recognizes seasonality
Continuous - Refers to the scheduling year round activitywith little or variation in pressure- Serves as a constant reminder- Covers the entire buying cycle- Advisable for regular FMCGS
Pulsing - Is a combination of flighting and continuous scheduling- A continuous base of support augmented by intermittent bursts of heavy pressure- Costs more
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Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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PRINT TERMINOLOGIES
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Some Definitions for Print
Average issue Readership:
The estimated no. of people who have read any issue of the publication within
a specified time interval which is equal to the periodicity of the publication.
Claimed Readership:
No. of people who claim to have read a publication with a frequency greater
than zero
Sole Readership:
Estimated no. of individuals who read only that particular publication and no
other publications.
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Some Definitions contd..
Household :A person living alone or a group of persons who are related by blood,
marriage or adoption staying together & sharing food from the same kitchen
CWE :The member of the family who makes highest contribution to the HH
expenditure, either as his income or as his remittance.
Housewife: The female or the male member of the HH who is chiefly responsible for
taking decisions with regard to the purchase of goods for general HH use. i.e. FMCGs
Reader: An individual who has read a publication within its periodicity.
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Indian Readership Survey
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IRS is a “sample” survey, not a Census-like counting survey
2,30,000 respondents are randomly selected
They represent whole of India Findings.
Further “extrapolated” to the overall
Household/Individuals Universe, basis Census
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Genre wise Channel
Channels No. of TV HHsAaj Tak 9770Star News 8085Zee News 7588NDTV India 6441BBC World 5521India TV 4994NDTV 24x7 3645CNN 3197CNBC TV18 2385Headlines Today 1862Sahara Samay - Mumbai 1263In Mumbai 148Total 54899
News Genre
Channels No. of TV HHsAastha 7562Sanskar 6775Total 14337
Religious Genre
Channels No. of TV HHsStar Sports 8354Ten Sports 8002ESPN 7521Total 23877
Sports Genre
Channels No. of TV HHsDiscovery Channel 8990NGC 7795Animal Planet 7252History Channel 4614Discovery T & L 2709Total 31360
Infotainment GenreChannels No. of TV HHsStar Movies 8123HBO 7721AXN 7590Star World 7146Zee Cafe 3174Zee Studio 2599Hallmark 1947Zee Trendz 1558Zee Premier 1360Total 41218
Eng Movies & Ent Genre
Channels No. of TV HHsDD1 (National Network) 14859DD News 12293Total 27152
DD National & News
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How do they consume media?
92
84
74
29
1814
0
10
20
30
40
50
60
70
80
90
100
TV Press Satellite Radio Cinema Internet
Reach %
IRS 2006, Males, 25 +, SEC A&B
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All channels Shares in our TG 241 channels with share less than
1% Total of 300+ channels available
Others27%
Cartoon Network2%
Teja Tv2%
Ten Sports2%
Udaya TV2%
ESPN2%
ETV Bangla1%
Sahara one1%
ETV kannada1%
ETV Marathi1%
Sony TV4%
Cable Regional10%
Star Plus12%
DD13%
Zee TV3%
Aaj Tak1%
Sun TV7%
Gemini TV5%Max
3%Zee Cinema3%
Eenadu TV3%
Star Gold3%
KTV2%
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Channel Shares - News
Zee News10%
India TV6%
CNBC TV185%
CNN IBN4%
DD News4%
NDTV Profit4%
Channel 76%
NDTV 24x75%
Star News15%
Aaj Tak20%
NDTV India13%
Headlines Today1% Times Now
1%Awaaz
2%
Sahara Samay4%
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Channel Shares – English Entertainment
Zee Cafe2%
Zee Studio8%
Animal Planet8%
NGC8%
Discovery13% Discovery T & L
2%
Star Movies24%
Star World8%
AXN8%
HBO17%
Hallmark Channel
2%
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Channel Shares – Hindi Mass
Sahara One13%
Zee Smile1%
SAB4%
Star One4%
Sony12%
DD18%
Star Plus46%
Zee TV12%
Star Gold29%
Filmy12%
MAX29%
Zee Cinema30%
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Top 10 Dailies & Magazines (IRS, 2006)
Dailies Readership (000s)The Times Of India-(All Editions) 2538Dainik Jagran-(All Editions) 2451Dainik Bhaskar-(All Editions) 1861Ananda Bazar Patrika 1338Hindustan Times-(All Editions) 1252Amar Ujala-(All Editions) 1230Hindustan-(All Editions) 1166Hindu 928Gujarat Samachar-(All Editions) 921Daily Thanthi-(All Editions) 860
Magazines Readership (000s)India Today (Eng) 1339Readers Digest 902India Today (Hin) 676Saras Salil (Hin) 537Grihsobha (Hin) 489Outlook 474Nirogdham 474Filmfare 463Competition Sucess Review 454Kumudam 412
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Facts
The old Radio is once again raising a loud crackle in Indian airwaves
Radio penetration in urban India is increased from 18.4 % (03) to 21.5% (05)
FM radio’s penetration in Urban India has risen from 8.8%(03) to 13.3% (05)
Currently, Radio has a 2% share of total advertising spend in India.
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A Plethora of Offerings
Programming InnovationF C T
Capsules
Contests
Customized Properties
Association with specific events
Sponsorships
RJ Activities
Activations
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Defining TAM
TAM – a Peoplemeter panel
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The Peoplemeter system
The most advanced, commercially active technology in the world
today
The Peoplemeter is an electronic device attached to TV set
which automatically records:
• The time that the TV is switched on / off
• The channel that the set is tuned to at any point in time
• Channel change
A handset is provided to the household by which household
members can register commencement and end of TV viewing
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TAM measures ?
1. TAM measures in-home minute to minute TV viewing for all TV
owning households in Class I India
Hence, TAM does not measure :
1. Out-of-home
2. Rural
3. Urban India with towns having population < 100,000
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TAM measures ? Contd..
2. The reporting for the data is done across standard
regions and demographic classifications
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TAM operations : A snapshot
Across 73 towns in India
Panel comprising 4555 homes
Imagine asking 20,000+ individuals every minute,
365 days of the year what they watch!
Viewing monitored for ~ 290 active channels
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Top 6 metro sample sizes
Metros Sample Homes
Mumbai 450Delhi 425Kolkata 265Bangalore 255Hyderabad 255Chennai 255Total 1905
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State sample sizes
Market 1 Mn.+ 0.1-1 Mn. Total HomesRoAP 110 195 305Gujarat 160 110 270PHCHP 105 155 260RoKar 0 115 115Kerala 110 110 220RoMah 115 180 295RoTN 110 120 230UP 150 180 330RoWB 0 110 110Orissa 0 110 110Bihar 30 60 90MP 105 110 215Rajasthan 30 70 100
Total 1025 1625 2650
Sample sizes at the state level (figures are number of sample homes)
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Schematic Representation of the Peoplemeter Equipment
Set Monitoring Unit
Detector Sensors TV Tuner
TV
Data Module
1 235
4
9
67 8
121110
VAC TT
Handset
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It automatically picks Up…..
What is the status of the TV set ?
(e.g. TV On/ Off, change in channel, ……..)
Who is watching the Television ?
What Time, Day and Date is the Television being
viewed ?
What Frequency (channel) is being viewed ?