2. Communication is the key to marketing and media is the key to communication What drives media choices Reach Cost Effectiveness Relevance Making the right choices Reach Frequency Reach * Frequency Media Classes Static Broadcast New Media Media As a vehicle As the medium As the message An overview of how a media agency functions A Quick Recap
3. The Agenda This Semester: Roles within a media agency Media Basics Media Strategy TG Definition Market Prioritization Setting Media Weights Media Mix Decision Scheduling Building a Media Plan
4. So what exactly is media planning?? A series ofdecisions Which conclude with a strategy which will help a brand Deliver it’s communication in the most efficient manner to the right set of audiences Using the most appropriate media options in the best possible manner
5. The Agenda This Semester: Roles within a media agency Media Basics Media Strategy TG Definition Market Prioritization Setting Media Weights Media Mix Decision Scheduling Building a Media Plan
6. Roles within a media agency If everyone is moving forward together, then success takes care of itself
7. The following specialists form a team: Strategic Media Planners Implementation Planners Media Research Media Buyers Consolidation & Benchmarking Interactive Cell (Mobile, Internet etc) Out of Home (OOH) – Can also be a separate agency by itself Activation (Events / Retail/ On-ground) Entertainment (Program syndication, Films) Monitoring Operations / Implementation Billing & Collections
8. The Agenda This Semester: Roles within a media agency Media Basics Media Strategy TG Definition Market Prioritization Setting Media Weights Media Mix Decision Scheduling Building a Media Plan
9. Media Basics TVR GRP Frequency TRP Reach TAM IRS ADEX A journey of a thousand miles must being with a single step – Lao Tzu
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13. Cumulative Reach Reach accumulates across media vehicles or a period of time or across different issues of the same vehicle Cumulates quickly in the initial stages but the build-up starts plateauing once we have already reached the heavy & medium users This means we need to start adding light users to build reach Not an impossible task but an extremely expensive one Incremental Publications 2nd Publication Market Leader
14. Frequency Distribution In a campaign the ad. is exposed a number of times Which results in the reach build up However all people in the audience are not exposed uniformly Most likely that heavy viewers see the ad. more often while light viewers might not see it at all This spread is called frequency distribution
15. Frequency Distribution Reach Of the 100 People who form the audience 26 have not seen the campaign (f=0) They are said to have not been ‘reached’ by the campaign Reach of this campaign would be 74% (∑f1-f10)
16. Discreet & Cum. Distribution No. of people who saw the ad exactly once, twice, thrice etc. (Discreet Reach) Adding up the people who saw the ad atleast once, twice, thrice or more (Reach thus obtained is designated as ‘1+ Reach’) If we leave out people who saw the ad. exactly once and plot everyone else it would be ‘2+ Reach’ Difference between discrete and cum distribution is: Seeing the ad. exactly a certain no. of times (Discreet) Atleast a certain number of times (Cum distribution)
18. Average OTS (Opportunity To See) Average number of exposures amongst those who have been reached A derived number hence can be in decimals Calculated as the weighted average of the frequency distribution
19. Frequency Distribution Average OTS = (1*19)+(2*14)+(3*12)+(4*9)+(5*7)+(6*4)+(7*4)+(8*3)+(9*1)+(10*1) 19+14+12+9+7+4+4+3+1+1 = 3.36 On an average people reached would have seen the ad. 3.36 times
20. Effective Frequency / Reach Effective Frequency = The minimum no. of times the TA needs to be exposed to our communication to have the desired effect Assume that minimum no. is 4 times (Various studies have thrown different results as ideal) We would then look at reach only at 4+ (discarding people who have viewed the communication less than 4 times) thus arriving at Effective Reach
22. So what is the ideal effective frequency?? Extensive research carried out in the area Herbert Krugman Erwin Ephron Gerard Tellis One do it yourself method is the FCB Power Grid Based on various input parameters Rankings on marketing, message (creative) and media Overlays inputs on the FCB Grid (High-Low Involvement & Emotion/Rational Product)
23. So what is the ideal effective frequency?? ((1*9)+(2*2)+(3*2)+(4*1)+(5*0)+(6*1)+(7*5))/SUM(9+2+2+0+1+1+5) W.Avg. of all scores
25. From Diary to Peoplemeter Diary A panel would be given a diary with qtr. hour time-slots across rows and channels across columns Drawback – not recorded but reported behaviour Telescope effect – 1 Shot fill for the wk. Big Shows got bigger, small ones got smaller Replaced by Peoplemeters in 1996 2 Units Channel Monitoring device (attached to the TV set) Remote to register viewer details Remote has buttons for each member of the family Data collected is mapped to channel telecast frequency Currently 2 reporting systems in India: TAM & AMAP TAM: 7305 Sample Homes 2440 in the 8 Metros
27. TRP/TVR The move from Diary to Peoplemeter also changed TRPs to TVRs TRP= % of the audience who viewed a certain programme or time-slot Simple headcount TVR=Weighted Number which takes Reach & Time-spent into account
29. TVR Better viewing metric however creates some unique situations 2 shows both rating the same can have very different viewing patterns Eg. A daily soap may be pulling in a fairly loyal audience which watches almost the entire show (albeit on a smaller base) Alternatively a non-fiction format (like KBC) may have a far larger number of people sampling it for lesser time Taking it a step further this would mean the soap is a great device for brands which need to build frequency The non-fiction show is a better bet for communication which needs to build higher reach than frequency Classical Media Conundrum: Reach Or Frequency
30. Program Reach & TS (Time-Spent)On the People-meter System Reach = A viewer who watched atleast 1 minute of the program TS = Number of minutes the viewer saw the program 2 Ways to look at TS As an average of the total time spent by the universe (10+5+6+24=45)/10 Per Viewer 45/4=11.25 Minutes
34. Profile Spread of audiences across different demographic classes (Age, SEC, Gender, CS/NCS/Analog/Digital, Markets) Helps understand the nature and quality of audiences Base
36. GRPs (Gross Rating Points) Duplicated Reach Reach * Frequency ∑Plan TVRs Which means GRPs can be garnered by 1) Reaching more people 2) More exposures to the same base 500 GRPs = 50% Reach X 10AOTS = 25% Reach X 20AOTS = 10% Reach X 50AOTS Reach = indicator of % of TG exposed to our communication GRPs = Sense of the total level of exposure or Weight of the communication
37. SOVs (Share of Voice) Gives a sense of media weights in a competitive context Share of GRPs for a brand within a particular product category Base is the category GRPs
41. Total or Claimed Readers Not loyal readers of the publication but have consumed it in the past Have you read Times Of India in the past 6 months? Lower the gap between TR & AIR; more loyal the readership base of the publication TOI Vs. Mid-Day
42. Sole Or Solus Readers They read only 1 particular publication in that frequency Most dedicated and loyal readers of a publication Claimed AIR Solus Quality Quantity
43. To Summarize Reach People (Unduplicated) exposed to the vehicle/Ad.atleast once Cum. Reach Buildup of reach across publications/time-periods etc Frequency Distribution Spread of ads. viewed AOTS Average number of exposures of a plan/campaign Weighted Average of the frequency distribution Effective Frequency Minimum number of times the TG needs to see our communication Peoplemeter is recorded viewing vis-à-vis diary which is reported viewing TVR takes Reach and TS into account
44. To Summarize (Cont’d) Viewership data is captured at seconds level & reported at a minute level Profile is the spread of audiences across different demographic classes Share is a measure of competitive strength GRP is duplicated reach, which gives a sense of weight of exposures GRP is sum of TVRs or Reach X AOTS Circulation is the No. of copies sold not printed AIR is people who have read or looked at the publication in the periodicity of the publication Sole Readers are those who read only that publication in that frequency TR / Claimed readers are those who are not AIR but have read the publication in the past
45. The Agenda This Semester: Roles within a media agency Media Basics Media Strategy TG Definition Market Prioritization Setting Media Weights Media Mix Decision Scheduling Building a Media Plan
46. Media strategy Change is not a destination, just as hope is not a strategy – Rudy Giuliani
47. Need for a strategy It’s a roadmap that helps establish parameters & ground rules Our plans & buys are judged basis these We always have finite resources With unlimited resources we would reach all people, across all markets, via presence across media, through the year with the heaviest media weights !! A media strategy is therefore defined as: A series of compromises we are willing to make in order to achieve the desired objectives within the given (finite) budget
48. Start at the end !! Critical to set the context Does not exist in isolation Always in the context of a larger advertising or communication objective Communication task is governed by the marketing task/objective for the brand Based on defining the business problem and the attendant market analysis
51. Deliver higher profits etc.Creative Strategy Brand USP Brand Positioning Copy Theme Specific objective of each Ad. Creative Units Addressing Marketing Issues Marketing Objectives Target Consumer, Markets Pricing & Distribution Strategy Role of A&P Basis for Strategy & Plan Composition of the market – Segments Past performance- Volume, Value, Profits Distribution Network, strenghts Role of advertising Competitive mapping Consumer mapping
59. Direct Impact on media mix: Afternoon TB (used normally for F SEC AB) will need to be replaced by programs in night time slots targeting males
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61. Product Usage Usage Study Consumer Product Retail Off-take Data Database of retail purchases (Obtained by auditing a large number and type of retail stores) Brand and Category Sales data Data Splits available at the following levels: India Urban Rural Town-Class Type of outlet etc. Can be used for: Market share analysis Market contribution Growth & Prioritization Cannot: 1) Provide insights into consumer motivation
62. Product Usage Usage Study Consumer Product Household Panel Data Weekly basis Category & Brand Consumption is tracked Continuous study Which also makes it very expensive Can be used for: Tracking product trials Conversions Retension Awareness Preference Gain-Loss analysis etc
63. Product Usage Usage Study Consumer Product Brand Tracks Similar to HH Panels Rolling data Focus on: Brand & Ad. awareness Preference Attitudinal statements Tracking brand attributes in the consumers mind Brand equity etc.
64. Product Usage Usage Study Consumer Product Product Linkage Data Part of the Indian Readership Survey (IRS) Captures Penetration Frequency/intensity of usage/consumption Since IRS already has demographic & lifestyle data possible to cross tab data to create detailed user profiles Useful to define brand TGs
65. Product Usage Consumer Media TG Media Habits Syndicated databases like IRS, RAM & TAM Help in understanding the consumers interaction with media Kind of analysis possible: Media exposure levels Usage intensity (HML) TS Share of viewing Top publications / channels Day part analysis etc
66. Product Usage Product Analysis of how the brand & the category have used media in the past Possible since TAM (Adex) monitors activity across TV, Print & 9 Cities for Radio Looks at the following data points & more: Share of spends, time, space etc. SOV Growth in spends & GRPs Ad. duration Size, Color Media Vehicle selection strategy Market skews Reach AOTS Plan deliveries Scheduling strategies Trend analysis etc. Media Competitive Review
