media planning @ xic

8/8/2019 Media Planning @ XIC

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Arnob Mukherji

Media GRPs Reach/Frequency Awareness Intent Sales

A host of things to manage and measure

Client

Ad-agency

Media Agency


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C oncerns of the players

Where is my money going?

Client

How am I delivering audience?

Media Agency

This in essence is the core of the business of Media

Delivering audience at optimal cost


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Planner connects products & consumers using media

Consumers

Media

Products

Planner


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A typical question faced by a planner!!


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Internet

SatelliteTV

Supps

POS

In-storeBus

sides TerrestrialTV

Radio

Cinema

Lifestyle

magsSatellite

RadioCoupons

DirectMrktng.

Advertising inHospitals

Outdoor

Newspapers

Events

Sponsorship

Productplacement

Multiple media options add to the clutter


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Media planner needs to know. . .

What profile of consumers consume what products/ brands?

Consumers prefer which media?

What are the media consumption patterns of the consumers?

How many consumers can be reached by which media?

What is the cost of reaching consumers by different media?

As is apparent, measurability of media is a major concern for a planner


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Media Map

M assPersonal

Low M easurability

High M easurability

TVNewspapers

M agazines

EventsDirect

Mailers

Personal Contact

RadioInternet

S M S

Loose Inserts

Word-of-mouthRoad Shows


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Media measurement and systemsAnything that can be measured can be controlled


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U rban & Rural

U rban & Rural ClassificationAccording to the Census of India 1991, the following criteriawere adopted for treating a place as urban

All statutory towns, i.e., all places with a municipality,corporation, cantonment board or notified town area

committee, etc.All other places which satisfied the following criteria :A minimum population of 5000At least 75% of the male working population engagedin non-agricultural pursuits, and

A density of population of at least 400 per sq kmApart from these, the outgrowths of cities and towns havealso been treated as urban.All areas not identified as U rban, are classified as Rural


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Socio -E conomic C lassification - U rban

A demographic indicator designed by the Market Research Societyof India to study consumer behaviour

It is based on 2 parameters - Education and Occupation of theChief Wage Earner of the Household.

The SEC of the CWE determines the SEC of the family members.

SEC A1+ is one category which also has an income filter (Rs10,000 + per month)


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EDUCATION

OCCUPATION

Illiterate Schoolupto 4 yrs /literate butno formalschooling

School5-9yrs

HSC /SSC

Somecollegebut notgraduate

Graduate/ PostGrad.General

Graduate /PostGrad.Professional

Unskilled Workers E2 E2 E1 D D D D

Skilled Workers E2 E1 D C C B2 B2Petty Traders E2 D D C C B2 B2

Shop Owners D D C B2 B1 A2 A2

Businessmen / Industrialists None D C B2 B1 A2 A2 A1

No. of Employees 1 - 9 C B2 B2 B1 A2 A1 A1

10+ B1 B1 A2 A2 A1 A1 A1

Self Employed Professionals D D D B2 B1 A2 A1

Clerical / Salesmen D D D C B2 B1 B1Supervisory Level D D C C B2 B1 A2

Officers / Executives Junior C C C B2 B1 A2 A2

Officers / Executives - Senior B1 B1 B1 B1 A2 A1 A1

Socio -E conomic C lassification


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B road S EC C lassification Grid - Rural

SEC By Education By Type of House

R1 Some College but not Grad., PuccaGrads & Post Grads

R2 SSC/HSC Semi Pucca

R3 No formal school, Semi PuccaSchooling upto 9th Std

R4 Illiterate Kuchha


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Research terms

HouseholdA person living alone or a group of persons related by bloodstaying together & sharing food from the same kitchen

CWEThe member of the family who makes highest contribution to

the HH expenditureHousewife

The female or the male member of the HH who is chieflyresponsible for HH tasks and decides what should bepurchased for the HH, for products such as soaps/

toothpastes, etc.MHI

The sum of income of all members of the family


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Audience

Audience is usually often referred to as the Target Audience orTarget Group for a particular brand

DefinitionThe demographic group that has been identified as the

key consumer group for the brand.All marketing/advertising activity is concentrated onreaching/appealing to this group.


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U niverse

Universe

DefinitionUniverse is the actual number of individuals within thedefined target audience


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Planners concern: How do I deliver Audience?

Deliveries in Media are measured throughReach (% of people )Frequency ( # of times )

Though these get translated in different forms for different

media the principle remains the same


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C oncept of R&F

Advertising generates two media effects

Reach: The total number of different people who have beenexposed to the campaign expressed as a percentage of thetotal target audience

Frequency: The average number of times the target audiencewas exposed to the campaign (Average Frequency/ AverageOTS)


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Frequency Distribution

0

20

40

60

1 2 3 4 5

Frequency No o e osures

e

c

%

o

u

i e n c e e

o s e

Average Frequency / AOTS is theaverage exposures to theaudience

Reach = 46%; AOTS = 3.4

Reach and Frequency exist in arelationship such that when onegoes up, the other goes down(for a finite amount ofadvertising)

As reach ; AOTS

As reach ; AOTS

AOTS = 3.4


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T ogether Reach & Frequency

The product of reach and frequency is constant - GRP

GRP = % Reach X AOTS

GRP is a measure of the media weight delivered by a media plan

400 GRPs v/s 200 GRPs

Gross ImpressionsReach in Numbers X Average FrequencyOne impression is the equivalent of one person being exposedto one vehicle


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E xampleUniverse : 1500 peopleCampaign : 10 ads released in Newspapers


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Exposed to campaign atleastonce = 1350

T he frequency distribution (FD)

Frequency Numberof Exposure Exposed0 1501 3002 200

3 1804 1605 1406 1207 1008 809 6010 10


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Reach= No. of people exposed to campaign at least once/ Universe X100

= 1350/1500 X 100 = 90%

C alculating Reach


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Gross Impressions / Gross O T S

Frequency Number Gross Impressions/of Exposure Exposed Gross OTS0 150 01 300 3002 200 400

3 180 5404 160 6405 140 7006 120 7207 100 7008 80 6409 60 54010 10 100

5280


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Avg Frequency/Avg OTS =

Gross Impressions or Gross OTS

Total no. of different people reached by campaign

The campaign has been seen 5280 times by 1350 peopleOn an average one person has been exposed 5280/1350 timesAOTS = 3.9 times

C alculating AO T S


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C alculating GRP

GRPs = % Reach X Frequency= 90 X 3.9= 351


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T he campaign results

% Reach = 90%Reach in numbers = 1350Gross Impressions = 5280AOTS = 3.9GRP = 351


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E ffective Frequency

Effective frequency is the level of frequency at whichcommunication takes place.


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E ffective Reach

Effective Reach is the reach at the level of Effective Frequency


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What is the level of effective frequency?

There are no readymade answersThe frequency levels will vary from brand to brand, situation tosituation.Therefore, we need to understand the factors that influenceEffective Frequency


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Factors influencing E ffective Frequency

Marketing FactorsThe stage of of Product Lifecycle of the brandMarketing objectivesStrength of brand in the marketCategory salience

Creative FactorsImpact of advertisingThe communication taskComplexity of message

Media FactorsThe level of media clutterThe level of category clutterThe level of competitive activityRecent level of supportSupport in other media


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Print


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Print terms

CirculationThe average net paid sales of publications over a period of 6months

Readership

The total number of persons who are exposed to a publicationas distinguished from the circulation or the number of copiesdistributed

Average Issue Readership (AIR)

The no. of people who have read any issue of the publicationwithin a specified time interval which is equal to theperiodicity of the publication

Claimed Readership (CR)

No. of people who claim to have read a publication


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Readers per CopyReadership/ Circulation

CPT (Cost per Thousand)Cost / Readership in000


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Readership C haracteristics

Readershipis an individual phenomenonis an anywhere phenomenonhas a time dimensiondoes not indicate time spent/ intensity of reading

does not account for source of copy


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Research Providers

NRS (National Readership Survey)Survey commissioned by NRSC - a body constituted by AAAI,INA & ABC in 1995Research Conducted by IMRB , AC Nielsen, TNS Mode

IRS (Indian Readership Survey)Survey Commissioned by MR UCResearch Conducted by ORG MARG/ NFO/ Hansa Research


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Masthead Readership


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Standard Questioning T echnique

.. go through this Booklet with me and tell me, for eachPublication, roughly how many issues you have read or lookedat ..


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.read or looked at

By read or looked at, I mean not only careful reading but itcould also be glancing through its pages. However, just looking atthe cover does not mean looking at.

It does not matter where you may have looked at it, for e.g. atrain or in a doctors clinic or at a hair dressers/ barbers shop,in an office or a library or at a friends place or borrowed it

It does not matter which issue of the publication you have lookedat


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SECSEC -- A,B,CA,B,COwners of TVOwners of TVSECSEC -- A,B,CA,B,C

Owners of TVOwners of TV

Market - K erala


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T elevision


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Reach / Coverage on TV

Number of individuals from the universe who are exposed to themedium or vehicle for atleast 1 minute

TV reachchannel reachprogramme reach

It is normally expressed in % termsThus : 3+ 50% means 50% of the universe has seen the ad 3 ormore times


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C alculation of Reach

Universe: 10 individuals

For a single episode of Bidaai, if out of the above 10 people 6 sawat least 1 minute of the program then,

Reach is 6 out of 10 = 60%

But,each person would have spent different time watching

Hence, we need a measure that takes into account the timespent tooTelevision Rating Points (TVR / TRP)


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TV Rs v/s Reach

A B C D E

1 X X

2 X X X

3 X X X

4 X

5 X X

Individuals

M i n u t e s


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TV Rs v/s Reach

People that saw the programme for atleast 1 continuous minute :A + B+D+E =4Therefore, Reach=4/5Reach=80%


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5 (i.e., A+B+C+D+E)

x 100

Ratings = On an average 44% of universe of the TG saw the

entire Time band

Person Minutes Viewed Minutes Available

A 3 5

B 1 5

C 0 5D 2 5

E 5 5

TVRs :(3/5)+(1/5)+(0/5)+(2/5)+(5/5)

TV R vs Reach


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Gross Rating Points (GRPs)

The sum of all ratings achieved in a campaign

GRP levels are generally measured and reported on a 4 weekbasis

It is a measure of the media plans thrust


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Our commercial appeared in the following programmes:

Programme RatingX 32Y 21

Z 18A 24B 15Thus GRP 110


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How many GRPs would be achieved by a campaign withTwo spots in Shararat (achieving 8% rating on one occasion &6% rating on the other)One spot on Devi with a rating of 2%One spot on Kahin Kissi Roz with a rating of 2%

A 23% spot in Kyunki Saas Bhi Kabhi Bahu Thi?


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Average Opportunities to See

AOTS describes the number of times on an average a viewer seesthe ad

Formula : Average Frequency = Total GRPs Reach

In Practice : 110 GRPs 63% Reach = 1.75 AOTS

Therefore, 63% of the target audience will see the commercial anaverage 1.75 times during the given period


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500

C ost Per GRP

Definition : The cost of buying one rating point.

Formula : Cost GRPs = Cost per GRP

In Practice : Rs.220,000 55 GRPs = Rs.400 cost per GRP

Question: If your cost per GRP was Rs. 475 and your budget wasRs.237,500 for the month, how many GRPs would you expect tobuy?


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Measuring T elevision Viewership

Day After Recall

The Diary Method

The Electronic Measurement

People Meter SystemPersonal People Meter


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Research Databases


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Research Databases Available

PressReadership Research - NRS, IRS, PlatinumCirculation - ABCPress Spends - TAM Press AdexSPARR

TVViewership Research - TAM, AMAPChannel Distribution - OTSTV Spends - Time Monitoring, TAM TV Adex

RadioRadio Spends - Time Monitoring

MRU C Radio Research - ILTOthers

P:SNAP, TGICensus, NCAER, RK Swamy GuideATP, Marketmind, P:P U LSE


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Data run process ( TV )


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Set Monitoring Unit

Detector Sensors

TV Tuner

Module

Metering T echnology - ACN 000 system

TAM Run


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T echnologies

Picture matchingSample of signal collected at regular intervalsThis sample matched with master recording at siteAccordingly Channel, Programme attributed

Frequency matchingSet up Frequency HHs in each panel area to establishchannel-frequencyFrequency of signal recorded every minThe frequency matched with the frequency HH data for

channel attributesChannel recorded at site for the timewise programme logs


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Internet


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Impression

An impression happens when an ad banner is served

If one page has 4 ads , that counts as 4 impressions


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C lick Rate

It is the % of times an ad is clicked divided by the number oftimes it is served

A visitor interaction with an advertisement that leads to anadvertisers destination

If an ad is served 200 times and 10 visitors actually click on thead, the banner has a click rate of 5 %


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C lick T hrough

It is when a site visitor actually clicks on a banner ad and istransported to the site of the banner advertiser

Number of impressions served


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E yeballs

The number of eyes which view a web page, or the number ofpeople who visit a site


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Hits

The number of files contained in a web page , which aresuccessfully served to a visitor


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U nique Visitor

Is the unduplicated reach of a website over a certain period oftime

tracked through cookies


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Visitor

Unlike unique visitors which is the a net number, a visitor is agross number, meaning two sessions by a single user wouldcount as two visitors


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Runglee Rungliot Thats it & no more

media planning @ xic

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