I N S I G H T S • I D E A S • R E S U LT S

Media familiarizationJune 2013

Environment has resulted in growing media options & choice …

“Film did not wipe out theatre.

Television didn’t wipe out Print & Radio

New Media will not wipe out traditional media

It will simply give consumers more choice”

Idea

Customer Service

Outdoor

Mail

Event/ Sponsorships Magazines

Radio

Newsprint

Television

Telemarketing

Placement/ Product

Sampling

Branded Games

Banner Ads

Full-pageBanners

Branded Mobile

Phone Sites

iTV

Elevator Advertising

Branded Screens

Viral Mail

Mobile Mkt.

Branded CDs

Branded WebContent

Media Fragmentation

Point of Sale Face-to-Face

Outdoor/Cinema

1990

Press

Terrestrial TV

AIR

Cinema

Outdoor

Press

1995

Terrestrial TV

AIR

Satellite TV

Cinema

Outdoor

Press

2000

Internet

AIR

FM Radio

Terrestrial TV

Satellite TV

AIR

Malls

Gaming

Multiplexes

FM Radio

Press

Mobile/SMS

Satellite TV

Internet

2005

Terrestrial TV

OutdoorCinema

2010

Broadband

DTH

IPTV

Webcasting

Malls

Gaming

Multiplexes

FM Radio

Press

Mobile/SMS

Satellite TV

Internet

Terrestrial TV

AIR

OutdoorCinema

Evolving media landscape

New technologies changing the face of Indian media and providing greater access to media

4000+ unaudited titles… ABC relevance on the decline

449 Channels supported by advertising

Growing steadily

Overwhelming television growthfollowed by radio since 1993

Growing steadily

Proliferation, Fragmentation And New Genres

News/BizStar NewsAaj TakZee NewsCNNCNBCBBCCNN IBNNDTV 24 x7Zee businessHeadlines TNDTV ProfitChannel 7IBN 7India TVSahara Samay

GECStar PlusSonyZeeZee NextSABSaharaINXNDTV ImagineColorsStar OneZoomStar UtsavBindaasDD NNW

Movie (h)Zee CinemaSet MaxStar GoldFilmyB4uCVOBindaas

MTVChannel VB4UETCMusic IndiaVH1

SportsESPNStar SportsDD SportsTen SportsMax, Zee sportsNeo SportsDD Sport

Movie (e)Star MoviesHBOStar WorldZee CafeZee Studio

InfotainmentDiscoveryNGCDisc T&LNDTV Good timesAnimal PlanetHistory

Kids/CartoonCartoon NetworkNickelodeonDisneyHungamaPogoAnimaxJetix

Music

Across local languages too

APGeminiEenadu TVEenadu 2Maa TVTV 9Siti CableZee teleguTejaDD8

TNSun TVRaj TVKTVJaya TVSS MusicSun NewsVijaya TVRaj D PDD5

KarnatakaUdaya TVU2Ushe TVEenadu-KZee-KSuvarnaDD9

KeralaAsianetSuryaAsianet PAsianet NKairaliPeople TVJeevanTVAmrita TVDD4

WBZee BanglaETV BanglaAkashTara NewsTara MusicKolkata TV24 ghantaStar anandaDD7

MaharashtraZ MarathiETV MarathiMi MarathiZee 24 TaasIBN lokmatStar MajhaDD10

Punjab ETC Punjabi MH1 Z Punjabi Balle balle DD Punjabi

North east NE TV NE hi-fi DD NE

I N S I G H T S • I D E A S • R E S U LT S

Media Terminologies & Processes

Agenda

1. Media Terminologies

2. Media Planning – Process

3. Media Buying – evaluation

4. Post campaign evaluation

© 2012. Proprietary and confidential.9

Terminologies

Medium

• a carrier & deliverer of messages (advertisements)

• So, is Times of India a medium?

• No.. It is a media vehicle

Media vehicle:

• a specific carrier within a media category

• The medium : Print or Television

• The vehicle :

• Print: TOI, Hindu, Femina, Savvy

• Television: Big Boss, Yeh Rishta Kya … Dance India Dance, master Chef

© 2012. Proprietary and confidential.10

Most frequently used television terminology

Effective Reach

AOTS

TVR

Affinity

GRPs

Effective frequency

Reach

CPRP

Effective Rate

RODP

ROS

Reach

Do not watch TV

Total individuals available 10

individuals who watched for at least 1 minute

6

Hence Reach = 6/10 = 60%

The % of target audience who saw a particular content on TV for at least 1 minute during an evaluation periodReach is always unduplicated

TVR

Do not watch TV

A Time Weighted figure which takes into account time spent by a viewer along with reach

Total Program Duration = 5 Mins.

Reach = 6/10 = 60%

TVR = 2/5 + 0/5 + 3/5 + 0/5 + 1/5 + 0/5 + 5/5 + 2/5 + 0/5 + 1/5 10

Therefore, TVR = 0.28 or 28 %

TVR = Percentage of viewers weighted by their amount of viewing time Total TV Universe

Average TVR

It’s the Mean TVR (Duration Adjusted) achieved within a specified period (provided it is for the same Market & for the same TG)

The duration is adjusted for as follows…

Episode No. TVR (%) Duration (mins.)

TVR x Duration

1 5.6 20 112

2 8.2 35 287

3 6.25 40 250

4 8.9 25 222.5

Average TVR = 112 + 287 + 250 + 222.5

20 + 35 + 40 + 25 (Total Duration)

=7.26

Gross Rating Points (GRP’s)

The summation of the exposure opportunities for all the elements in a media schedule

A measure of the total gross weights delivered by all vehicles in a TV schedule/plan

The product of reach and frequency

Used to express the “tonnage” of exposure generated by a campaign

GRPs on television

© 2012. Proprietary and confidential.16

Sum of all individual ratings achieved during a campaign.

Can be for a genre, channel, day-part, market, target group, program or combinations of programs. GRP levels are usually measured and reported over a monthly or weekly basis

In Practice, if an ad appeares in the following programmes :

Program TVR

Balika Vadhu on Colors 10.8

Bidai on Star Plus 8.6

Jai Shri Krishna on Colors 6.3

Yeh Rishta Kya…on Star Plus 6.1

Jodha Akhbar on Zee 3.7

PT Movie on Zee News 1.3

Total GRPS for above plan 36.8

~ GRP indicates the strength of a media campaign v/s others

The Difference Between Reach and Frequency

AOTSReac

hReac

h

Reach vs AOTS

When duplication is low, reach increases and AOTS

decreases

When duplication is high reach decreases and AOTS

increases

Dup = 10%Reach = 63%AOTS = 2.5

AOTSReac

hReac

h

Reach & AOTS have an inversely proportional relationship

Dup = 40%Reach = 48%AOTS = 4

CPRP (Cost Per Rating Point)The cost of buying one rating point in the TGUsed for comparing/evaluating cost efficiency of program/program mixesCPRP will differ from channel to channel and audience to audience

FormulaTotal Cost ÷ Total GRPs = CPRP

1. In Practice Rs 22,000 ÷ 55 GRPs = Rs 400 cost per rating point

CPRP calculation

Channel Prime Time TVR (%)

30 Sec slot cost (Rs) CPRP (Rs)

ZEE TV 4.8 200000200000/4.8

= 41666

Star Plus 8.2 500000500000/8.2

= 60975

Sony 3.25 150000150000/3.25

= 46153

Sahara 1.2 3000030000 / 1.2

= 25000

CPRP calculation is undertaken to get all available options on a single base for evaluationThe most efficient spot is Sahara followed by Zee TV in above example…

Norms for CPRP calculation….1. Always calculated on :

– 10 secs average

– Have same base – TG, Markets, Period of evaluation

Normalizing the GRPs : Weighting the actual GRPs basis the duration of the commercial to 10 secs

NGRP = GRP x ACD

10

TV Specific Metrics

Channel Share

Defined as the percentage of total TV viewing that is spent on each channelEg.

Channel Reach 000s

Av Hrs Per Viewer

Time Spent(Rch 000s x Av

Hrs / Vwr)

Channel Share (%)

Star Plus 100 4 400 77

Zee 20 1 20 4

Sony 50 2 100 19

All Channels* 110 5 520 100

Note: With the assumption that these are the only channels in India

Channel Share

2 types of Channel Shares :Absolute ShareRelative Share

Absolute Share = Channel Share with ALL channels as a Base

Relative Share = Channel Share with all channels from the same Genre as a Base

TVR of a Daypart or Programme

Any Channel TVR within the same Daypart

TVR of a Daypart or Programme

Genre TVR within the same Daypart

Absolute Share =

Relative Share =

Channel Share

Reg33%

GEC26%

Movies (h)8%

Sports7%

News (e)6%

Music4%

Eng Ent4%

Others12%

Reg34%

GEC24%

Movies (h)9%

Kids5%

Sports5%

News (h)5%

Music2%

Eng Ent3%

Others13%

CS 4+ All India

CS 15-24 ,AA , SEC AB , Metros

CS 15-34 , AA , SEC ABC, HSM

Reg35%

GEC25%

Movies (h)10%

Sports5%

News (h)5%

Music2%

Eng Ent3%

Others15%

EVALUATING THE COMPETITION

Benchmarking Against Competitive Noise Levels

A brands share of the total advertising expenditure for the product category in a given period

A brands share of the total advertising GRP for the product category in a given period

Brands Spends (Rs Crs) SOE %

A 5 42B 3 25C 2 17D 1 8E 1 8

Total 12 100

Share of Expenditure : SOE

Brands GRPs SOV %A 450 39B 350 30C 210 18D 50 4E 100 9

Total 1160 100

Share of Voice : SOV

Note : Adex report the card rates and hence, the cost reflected is normally higher than the actual

1. Regionality, seasonality and scheduling patterns

2. Budget and media mix used by each brand

3. Marketwise media mix and media weights

4. New launches or roll-outs and operating levels used for launches or sustenance activity

Captures...

Basic Print terms

Reach ?

AIR ?

AOTS ?

Circulation ?

Periodicity ?

Periodicity

The time span between two consecutive issues of a publication

Example,Times Of India is a “Daily”India Today is a “Weekly”Femina is a “Fortnightly”Elle is a “Monthly”Savvy Cook Book is a “Quarterly”Manorama Year Book is an “Annual”

AIR (Average issue readership)

Defined as the percentage of the target audience who have read or looked at any issue of publication within a specific time interval which is equal to the periodicity of the publication

Eg in the Mumbai MarketTotal number of SEC AB, All Adults , 25+ years = 2416000People reading Times of India daily = 733000People reading Reader’s Digest ( monthly) = 175000

TOI Readership = 733000/2416000 x 100 = 30.33 %Reader’s Digest Readership = 175000/2416000 x 100 = 7.24 %

Press & Magazines

Circulation

Definition

It is defined as the number of copies of a publication distributed based on average number of issues

In PracticeThe Readers Digest has a circulation of 4,58,000 copies.

Readership

DefinitionThe total number of adult readers for each title

In PracticeThe Readers Digest has a circulation of 4,58,000, but an average of 8.5 readers per copy.

Total Readership = 8.5 x 4,58,000 = 38,93,000

Agenda1. Media Terminologies2. Media Planning – Process3. Media Buying – evalaution4. Scheduling patterns5. Post campaign evaluation

Media planning is…1. Dependent on the identification of the right target audience and

markets

2. Understanding the media environment

3. Analyzing the consumer’s media habits

4. Arriving at the right strategy

The Process…

Step 1 : In The Process1. Client briefing

2. Situation Analysis

3. Define target groups

4. Define media habits

5. Define geography

6. Set communication objectives

7. Define communication strategy

Step 2 : In The Process

1. Choose Media & Define Role

2. Allocate Budget

3. Plan each medium

4. Detail out The Media Plan

5. Scheduling

Step 3 : In The Process1. Buy relevant media

Negotiate and fix the ratesBook spots/adMonitor placementEvaluate post plan with pre plan recommendations

Client Brief1. Should contain the following as detailed as possible:

• The Business Landscape

2. The background to the business, the category, the market. The underlying trends, the issues, the lastest developments. Sales data, consumer data, Competitor data• The Proposition

3. What is the product/service proposition? What are the key benefits for the consumer? Why would they buy/use this product?• The Business Objective

4. What is the problem? What needs to be achieved?• The Marketing Strategy

5. How will marketing help achieve the business objective? What are the intended tactics in terms of price, distribution, pack size, product format, promotions etc – as much detail as possible• The Communications Objective

6. What will the brand communications need to do in order to help deliver the marketing and business objectives. This can even be a hypothesis at this stage

Client Brief• Consumer Understanding

1. Profiles of the customer base(current and prospective). A measure of current and future value of each segment. A prioritization of the segments• The Brand DNA

2. The brand identity, its essence and personality• Investment Analysis

3. What is the appropriate and/or available total marketing budget required to meet the objectives?• Mandatories

4. Eg. Campaign start and end dates, geographic consideration, • Creative

5. Is the creative idea already in development or existing creative in place.

Situation Ananlysis1. Competitor scenario

2. Market scenario

3. Media scenario

Defining the target groups1. Define demographically

SexMHIAgeEducationOccupationSEC

2. PsychographicallyMindsetAttitudesBehaviour

IRS

TGI

Diana a Garnier user , is 40 years old ; Open to enjoying what life has to offer. Her city Nagpur is changing at a fast pace and so is she. Her kids are the new techno kids and study at the best schools. She works part time in an Art gallery, as she wants to have a career which does not eat into her family time. Seeks a work life balance that helps her still be around her family. She feels she meets interesting people because of her work and it increases her exposure to the world at large; Likes shopping at malls ;interest pans trying new cuisines, food and nutrition, health & wellness tips ; While not deeply religious is a regular church goer and partakes in charity drives

Age : (G-34.8 ; L-34.2 years old)Sec : A (G-30%,140 ; L-38%,180) T Class : G-10-40 L(22%,128) & L-Met (61%, 189)Part time working, College

Heavy hair color User (14-16%, 117)Convince others on toiletries & cosmeticsAlso use amla, coffee, henna & egg to condition hair Tint and color hair

Demographically, The mature upper sec Metro / Mini metro consumer

Behaviorally, some similarities on outlook to career and health comfortable with technology but not techno freaks

Cinema ( 18%, 149; 32%,267) , G-Mag(23%, 159); L-Radio (52%,260)Medical , slimming, home decoration, Art & puzzles/crosswordReality shows, EFF, comedy & game shows

It is important to change jobs frequently for a faster career growth,138;176 I have a periodic health check-up even when I’m feeling fine, 137;169My children know more about electronics than I do , 133; 144G- I like to try out new dishes – Indian and Foreign , 135G- I prefer to do my grocery shopping in super markets , 133L- It is ok to work in unconventional careers, 176L- With a credit card I can buy the sort of things I couldn’t normally afford,174

22 year old Ankita is a college student in Mumbai , was introduced to L’Oreal by her Aunt Savvy(short for Savita) a regular hair color user for the last 6 yearsAnkita likes to experimenting with her hair - highlights, ironing,; likes to be in the limelight… showing off among her friends ; She also RJ’s for radio and thinks its cool career choice, life without mobile and music would be so boring. Facebook helps her keep in touch with friends and family in India and abroad; Keeping tabs on what's new…wrt to brands, grooming & shopping keep her busy …

Legend key : G – Garnier ; L- L’Oreal Where not specified the first set of figures are for Garnier and the second for L’Oreal

Diana

Ankita

SEC Grid Education

Occupation

No of employees Illiterate

School upto 4 yrs/ literate but no formal schooling

School 5-9 yrs

HSC/ SSC

Some college but not graduate

Grad./ Post Grad Gen

Grad./ Post Grad Prof

Unskilled workers E2 E2 E1 D D D DSkilled workers E2 E1 D C C B2 B2Petty Traders E2 D D C C B2 B2Shop owners D D C B2 B1 A2 A2

Businessmen/ IndustrialistNone D C B2 B1 A2 A2 A11-9 C B2 B2 B1 A2 A1 A110+ B1 B1 A2 A2 A1 A1 A1

Self Employed Prof D D D B2 B1 A2 A1Clerical/Salesmen D D D C B2 B1 B1Supervisory level D D C C B2 B1 A2Officers/Executives Junior C C C B2 B1 A2 A2Officers/Executives Senior B1 B1 B1 B1 A2 A1 A1

SEC A1+ is one category which also has an income filter (Rs 10,000 + per month).

Impact on Strategy1. All media analysis focuses around the defined target audience - from

determining the target audience’ media habits to deciding a strategy to reach them effectively

2. Media Mix3. Vehicle Mix4. Coverage achievable5. Frequency required6. Cost

Impact of budget1. Media Mix How many media vehicles can be chosen2. Reach What proportion of TG can be reached3. Frequency The no of repeat exposures possible

Coverage No of markets that can be covered Schedule How often in the time period can one be present in media

Scheduling1. Is it scheduled at the right time?2. Is there enough pressure/impact?-Or is it spread out3. Are there adequate GRPs /burst?4. Is it different from competition?5. Has the consumption pattern been looked at? E.g. morning or monthly or

seasonal

Three Scheduling Methods

Drip

Pulse

Flight

Jan Feb MarApr May Jun Jul AugSep Oct Nov Dec

What to look for in a media plan ?1. Reach2. Effective Frequency3. AOTS4. CPT/CPRP5. Budgets6. Average creative size/duration7. # of spots/insertions8. Scheduling

MEDIA BUYING

Evaluating Deals1. Packages from different channels are compared basis CPRP within the

Genre2. Channels are chosen basis the deal efficiency in terms of –

– CPRP

– PT component

– Sponsorship entitlements

Evaluating the deals …..

Programme Name Timeband Day FCTAvg TVR GRP

Do Saheliyan (O) 2230 hrs Mon-Thurs 1600 1.55 248Pavithra Rishta ® 1130 Hrs Mon-Thurs 3500 1.26 441Dance India Dance ® 1730-1900 hrs Fri 2300 0.58 133.4Pavithra Rishta ® 1100-1200 hrs Fri 3000 0.96 288Weekday RODP 0900-1800 hrs Mon-Fri 2000 0.76 152Pavithra rishta (R)/Agle Janam ® 1830 Hrs Mon-Thu 2000 1.01 202Ghar Ghar mein (O) 1900 Hrs Mon-Fri 2000 1.14 228Choti Bahu (O) 1930 Hrs Mon-Fri 1000 5.08 508Karol bagh (O) 2200 Hrs Mon - Thurs 2000 2.95 590Pavithra Rishta (O) 2100 Hrs Mon - Fri 400 7.24 289.6Pavithra rishta ® 2330 Hrs Mon-Fri 2000 1.07 214RODP 1800 - 2400 Mon - Fri 620 3.11 192.82Sat HFF 1630 hrs Sat 6000 0.9 540RODP 0900-1800 Hrs Sat/Sun 6000 0.55 330  Total   34420 4108.82

Deal value : Rs. 29000000GRP : 4108CPRP /10 secs : Rs.7059PT : 27%

Evaluating Niche Channels….1. Niche channels cannot be evaluated basis CPRP2. Niche channels are evaluated basis the channel share, affinity towards the

TG, and the brand association

Channel Channel Share Affinity Aaj Tak 1.03 184Star News 0.72 141India TV 0.66 147NDTV India 0.63 217Zee News 0.47 152IBN 7 0.43 148Live India 0.28 156IBN Lokmat 0.23 144News 24 0.23 135TEZ 0.22 129DD News 0.15 125Samay 0.10 125CNEB 0.05 125India News 0.02 200

Hindi News

Channel Channel Share Affinity CNBC TV18 0.25 278Bloomberg UTV 0.05 125ET Now 0.08 267NDTV Profit 0.08 133CNBC AWAAZ 0.13 163Zee Business 0.11 183

English & Hindi Business News

Channel Channel Share Affinity Times Now 0.33 330CNN IBN 0.22 220NDTV 24x7 0.21 210Headlines Today 0.12 171BBC World 0.03 300News X 0.03 100

Channel Channel Share Affinity AXN 0.09 100Fox History & Entertainment 0.06 120Star World 0.06 150Zee Cafe 0.03 100

English Entertainment

English News

Channel Channel Share Affinity Star Movies 0.41 114PIX 0.21 117HBO 0.20 100World Movies 0.09 180Zee Studio 0.07 117WB 0.03 60

English Movies

Niche channels - evaluation

ChannelPrime Time % ER

Star Movies 50 4250HBO 50 3200PIX 50 1500AXN 50 1500Star World 50 1200Zee Café 50 900Zoom 50 1200TLC 50 950NDTV Good Times 50 950

What went right and what went wrong in the executed plan?1. Planned vs actual comparisons of :2. Budgets/Spots3. Reach/OTS/GRP 4. Sponsorship associations /Tags