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Media Planning
                                Lecture 6




Sunday, 27 December 2009
Advanced
                           Measurements and
                             Calculations


Sunday, 27 December 2009
Various Concepts of
                                Audience
                              Measurements


Sunday, 27 December 2009
Base Vs Audience
                               Number


Sunday, 27 December 2009
• A base is a demographic group, such as
                           women or men aged 35-49.

                   • Audience number, e.g. no. of readers of
                           Next Magazine, is the no. of exposure of
                           the vehicle, which depends on how the
                           media vehicle measures.

                   • Different vehicles may have same target
                           base but different audience numbers.


Sunday, 27 December 2009
Circulation Vs
                           Audience Number


Sunday, 27 December 2009
• Circulation is the number of distribution
                           of a publication, which does not tell any
                           about the demographics of the audience,
                           e.g. age, sex, household income, education,
                           etc.

                   • It is always less than the audience number
                           because one copy of the publication can be
                           viewed by several readers.



Sunday, 27 December 2009
• Audit Bureau of Circulations (ABC) (http://
                           www.hkabc.com.hk/en/index.htm) is a non-
                           profit, cooperative association which audits
                           and reports the circulations of world-wide
                           publications at regular intervals.




Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
• Audit Bureau of Circulations (ABC) (http://
                           www.hkabc.com.hk/en/index.htm) is a non-
                           profit, cooperative association which audits
                           and reports the circulations of world-wide
                           publications at regular intervals.

                   • It is widely accepted throughout the
                           advertising agency. Again, it does not tell
                           any about demographic data.



Sunday, 27 December 2009
• Media planners are more interested in the
                           number of demographic targets who will
                           buy the product than any above-mentioned
                           measures, i.e. base, circulation or audience
                           number.


                                MEDIA PLANNER
                                      TA
                               (Demographic Data of TA)




Sunday, 27 December 2009
Advertising Exposure
                      Vs Vehicle Exposure
                      (Audience Number)


Sunday, 27 December 2009
• Advertising exposure, or advertising page
                           exposure, is the number of readers actually
                           saw the advertisement.




Sunday, 27 December 2009
• It is the utmost important (               ) data
                           for media planners. However, like vehicle
                           exposure, it may not be accurately
                           measured and readily available as
                           circulation.




                                                 ...
                                                   predict
                                  ~!!                  ...

Sunday, 27 December 2009
• As a result, advertising exposure, vehicle
                           exposure and circulation are used
                           complementarily (      ) when the related
                           information is required.




Sunday, 27 December 2009
Audience Accumulation



Sunday, 27 December 2009
• Media vehicle or advertisement cannot be
                           exposed to ALL audiences at one time.

                   • Audience accumulation is the buildup of
                           total audiences over different media
                           vehicles for an advertisement over time,
                           usually in a month.


                                                  ~!!!

                                  advertising accumulation...

Sunday, 27 December 2009
Audience Accumulation
                     in Magazines


Sunday, 27 December 2009
• When the ad is placed in successive
                           (       ) issues of the same magazine

                   • When the ad is placed in the same
                           month’s issue of different magazines

                   • Pass along the magazine to as many
                           readers as possible



Sunday, 27 December 2009
• Primary readers are those who either have
                           purchased the magazine themselves or are
                           members of the purchaser’s household.

                   • Secondary, or pass-along, readers are those
                           not in the purchaser’s household. They can
                           be the purchaser’s friends, or those reading
                           the publication in clinics, hair salon or the
                           airplanes, i.e. out-of-home readers.



Sunday, 27 December 2009
• In-home reader, whether a primary or pass-
                           along reader, reads more pages of a
                           publication and spends more time reading
                           than the person outside the home.




Sunday, 27 December 2009
Audience Accumulation
                     in Broadcast


Sunday, 27 December 2009
• While a program is being broadcast for a
                           period, audiences are tuning in.

                   • When the commercial is aired with same
                           program within a four-week period

                   • When the commercial is aired with
                           different programs targeting the same
                           audiences within the same four-week
                           period.


Sunday, 27 December 2009
• For broadcast media, there is no pass-along
                           audience as with magazines.




                                                             ...
                                                          Pass
                                                         ...




Sunday, 27 December 2009
• For broadcast media, there is no pass-along
                           audience as with magazines.

                   • Time is a major element in broadcast
                           accumulation.




Sunday, 27 December 2009
tune-in
                   • For broadcast media, there is no~~
                                                      pass-along
                           audience as with magazines.

                   • Time is a major element in broadcast
                           accumulation.

                   • Research shows that there are more tune-
                           in audiences than tune-out audience for a
                           program.




Sunday, 27 December 2009
• For broadcast media, there is no pass-along
                           audience as with magazines.

                   • Time is a major element in broadcast
                           accumulation.

                   • Research shows that there are more tune-
                           in audiences than tune-out audience for a
                           program.

                   •       Therefore, broadcast audiences can be
                           accumulated.

Sunday, 27 December 2009
Reach Vs Frequency



Sunday, 27 December 2009
• The number of different people who see an
                           ad at least once is called reach.

                   • Some people who are reached will see an
                           ad only once; others will see it many times.
                           The number of times the average person
                           sees the ad is called frequency.




Sunday, 27 December 2009
Coverage



Sunday, 27 December 2009
• Coverage is the number or percentage of
                           the population or households of the target
                           market that is exposed to the media.

                   • It measures the degree of delivery that a
                           media vehicle can reach the target
                           audience.
                                                        TA
                                          ...




Sunday, 27 December 2009
Newspaper Coverage



Sunday, 27 December 2009
• Newspaper coverage is the number of
                           copies circulated (i.e. circulation) compared
                           to the number of households in the
                           circulation area.




Sunday, 27 December 2009
• Suppose the average circulation of Apple
                           Daily is 360,000, the no. of household in
                           Hong Kong is 1.2 millions.



                            Newspaper Coverage
                            = 360,000 / 1,200,000
                                   = 30%



Sunday, 27 December 2009
Magazine Coverage



Sunday, 27 December 2009
• Magazine Coverage is the number of
                           audience compared to the population size
                           of the target market (segment).




Sunday, 27 December 2009
TV and Radio Coverage



Sunday, 27 December 2009
• It is the number or percentage of homes
                           with radio or televisions sets within the
                           signal area of a given station.




Sunday, 27 December 2009
• Whether a household choose to tune in
                           depends on:




Sunday, 27 December 2009
•      The programming of the station (i.e. whether it is
            interesting enough to attract them)




                                                  ...
                                           ~~!!         ...




Sunday, 27 December 2009
•      The programming of the station (i.e. whether it is
            interesting enough to attract them)

     •      The power of the station (more powerful stations can
            cover more homes than weaker stations)

     •      The height of a station’s antenna (   ) and the pull of
            the home’s antenna which affect reception of signals

     •      The number and nature of obstructions (        ) that
            might prevent the broadcast signal from being received,
            such as mountains, tall buildings, or bridges.

     •      The service area of cable systems that carry a station’s
            signal
Sunday, 27 December 2009
Cable TV Coverage



Sunday, 27 December 2009
• Cable TV does not share the signal problems
                           as mentioned above for ordinary TV or
                           radio station. Local examples of Cable TV
                           companies include Cable TV by Wharf,
                           NOW TV by PCCW. International examples
                           include ESPN and CNN.

                   • Cable TV coverage is the number or
                           percentage of homes that are installed with
                           the cable network.



Sunday, 27 December 2009
Internet Coverage



Sunday, 27 December 2009
• It is the percentage of a segment (usually
                           adults) that can access the Internet at
                           home or work.

                   • On the other hand, websites would like to
                           express their audience as a percent of
                           those active Internet users.




Sunday, 27 December 2009
Outdoor Advertising
                           Coverage


Sunday, 27 December 2009
• It is the percentage of
             the population that
             passes one or more of
             the outdoor media
             (depends on whether a
             particular location or
             outdoor advertising as
             a whole is studied) in a
             given period of time.



Sunday, 27 December 2009
• One of the
                             characteristics of
                             outdoor advertising
                             is that it has very
                             high coverage
                             because the
                             advertisement is not
                             time-dependent with
                             the advertising
                             period (that’s unlike
                             publication or TV
                             program).
Sunday, 27 December 2009
IMPORTANT



Sunday, 27 December 2009
• While coverage for print media always
                           underestimate the audience numbers,
                           coverage for broadcast media, internet or
                           outdoor advertising tends to
                           overestimate the numbers.

                   • It is because there are secondary (pass-
                           along) readers for magazine or newspaper,
                           while some homes which can access to the
                           broadcast media or internet do not tune-in
                           the stations.


Sunday, 27 December 2009
Composition Vs
                             Coverage


Sunday, 27 December 2009
• Composition is the percentage of the audience
             number of the publication that is within the target
             market.

      • For example, Oriental Daily News covers 50% of the
             HK population aged 15-44 (Coverage = 50%), but
             only 33% of its audience number is within age 15-44.
             (Composition = 33%).

      • Coverage is based on population of the universe,
             while composition is based on audience number of
             the publication.

Sunday, 27 December 2009
• High-coverage publication can certainly
                reach the target, but a significant part of the
                budget will be wasted on people who have no
                interest in the product.


                           High-Coverage
                                              ...
                                 Coverage

                                             ...

                                   Next Magazine



Sunday, 27 December 2009
• On the other hand, high-composition
                magazine minimizes the waste but risks missing
                people who buy the product but do not happen to
                be readers of the publication.

         • Planners typically use a mixture of high-coverage
                and high-composition publications.

                           High-Composition

                                      Coverage

                                    TA only...


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Sunday, 27 December 2009
Broadcast Rating
                           (Audience Rating or
                                 Rating)


Sunday, 27 December 2009
• The rating estimates the audience that has
                           tune-in a program during a specific time
                           period. It is commonly expressed in
                           number of rating point, each of which
                           represents 1% of the household that can
                           receive the broadcast.




Sunday, 27 December 2009
Household Using
                           Television (HUT)


Sunday, 27 December 2009
• HUT represents the total percentage of
                           homes in a market that are watching
                           television at a given point in time.
                           Television viewing is affected by living
                           habits:




Sunday, 27 December 2009
• In the morning, tune-in (HUT) tends to be
                           low, because many men and women at
                           work and children at school. Viewers are
                           primarily retirees, unemployed workers, and
                           stay-at-home parents with small children




Sunday, 27 December 2009
• In the afternoon, HUT rises dramatically
                           because children return home form school




Sunday, 27 December 2009
• In the evening, HUT rises to maximum
                           because adults return home from work




Sunday, 27 December 2009
• At night, HUT drops sharply.




Sunday, 27 December 2009
HUT
                           ...

                           HUT~~




Sunday, 27 December 2009
During summer, HUT rises a little bit in the
 morning session because more students stay at
 home.

 But it drops in the evening session because more
 adults go out for vacation trips.

 If expressed in points, HUT is the sum of the
 ratings of all programs broadcast within a given
 time.
Sunday, 27 December 2009
Gross Rating Points
                                (GRPs)
                              (          )


Sunday, 27 December 2009
Definition



Sunday, 27 December 2009
• It is the sum of individual ratings
                           (percentage) of media vehicles in a media
                           plan, disregarding the duplication of
                           audience.


                             GRP

                           GRP
                                         40
                                     3                1
                            GRP                        ~!!!



Sunday, 27 December 2009
GRPs in Broadcast
                                Media
                           (               )


Sunday, 27 December 2009
• The GRPs concept originates from broadcast
                media, and it is best illustrated by an example:

         • In a week, nine 30-sec TV commercials will be
                broadcast at different time-slots. Then,




Sunday, 27 December 2009
• The GRPs concept originates from broadcast
                media, and it is best illustrated by an example:

         • In a week, nine 30-sec TV commercials will be
                broadcast at different time-slots. Then,




Sunday, 27 December 2009
• The GRPs concept originates from broadcast
                media, and it is best illustrated by an example:

         • In a week, nine 30-sec TV commercials will be
                broadcast at different time-slots. Then,




Sunday, 27 December 2009
• The GRPs concept originates from broadcast
                media, and it is best illustrated by an example:

         • In a week, nine 30-sec TV commercials will be
                broadcast at different time-slots. Then,




Sunday, 27 December 2009
• The GRPs concept originates from broadcast
                media, and it is best illustrated by an example:

         • In a week, nine 30-sec TV commercials will be
                broadcast at different time-slots. Then,




Sunday, 27 December 2009
GRPs in Other Media
               (                           )


Sunday, 27 December 2009
• The GRPs concept has been extended to
                           other media such as magazine, newspapers,
                           and outdoor.




Sunday, 27 December 2009
Sunday, 27 December 2009
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Sunday, 27 December 2009
Sunday, 27 December 2009
Gross Impressions
                             (           )


Sunday, 27 December 2009
Definition



Sunday, 27 December 2009
• It is the sum of individual audience size of
                           media vehicles in a media plan, disregarding
                           the duplication of audience.

                GRP x                        (Audience base /
                                  Universe) x 100
                           =          (Gross Impression)




Sunday, 27 December 2009
• It is the sum of individual audience size of
                           media vehicles in a media plan, disregarding
                           the duplication of audience.

                GRP x                        (Audience base /
                                  Universe) x 100
                           =          (Gross Impression)




Sunday, 27 December 2009
• It is the sum of individual audience size of
                           media vehicles in a media plan, disregarding
                           the duplication of audience.

                GRP x                        (Audience base /
                                  Universe) x 100
                           =          (Gross Impression)




Sunday, 27 December 2009
• It is the sum of individual audience size of
                           media vehicles in a media plan, disregarding
                           the duplication of audience.

                GRP x                        (Audience base /
                                  Universe) x 100
                           =          (Gross Impression)




Sunday, 27 December 2009
Gross Impression for
                          Print Media


Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Reach (   )



Sunday, 27 December 2009
Definition



Sunday, 27 December 2009
• It is the number or percentage of targets
                           that will see the ad at least once over the
                           advertising period.




                                  Reach
                                                             3
                                                1             3



Sunday, 27 December 2009
Reach and GRPs



Sunday, 27 December 2009
• Unlike GRPs, reach is an unduplicated
                           number (                            )–
                           each person is counted only once.

                   • Therefore, reach (if expressed in
                           percentage) can never exceed
                           100%, while GRPs can continue
                           building without limit.




Sunday, 27 December 2009
Why audience is
                           counted only once?


Sunday, 27 December 2009
1. Although it is controversial (        ) among
                      media planners to argue on the number of
                      advertising exposure that can make the ad
                      effective, there is a significant difference
                      between being exposed and not being
                      exposed.

                   2. Radio and Television would parallel the
                      audience reach of a monthly magazine.



Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Reach	
  =	
  (4	
  /	
  10)	
  X	
  100	
  =	
  40

Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
GRPs	
  =	
  (40	
  +	
  30	
  +	
  30	
  +	
  40)	
  =	
  140




Sunday, 27 December 2009
Reach	
  =	
  (Number	
  of	
  	
  	
  	
  	
  	
  /	
  Total	
  Viewers)	
  X	
  100
                                            =	
  (7	
  /	
  10)	
  X	
  100	
  =	
  70




Sunday, 27 December 2009
Frequency	
  =	
  




Sunday, 27 December 2009
Frequency	
  =	
  




                           7 Viewers~!!!




Sunday, 27 December 2009
Frequency	
  =




                           7 Viewers~!!!




Sunday, 27 December 2009
Frequency	
  =	
  14	
  /	
  7	
  =	
  2




                           7 Viewers~!!!




Sunday, 27 December 2009
Kinds of Reach



Sunday, 27 December 2009
1. The four-week reach of an individual
                      vehicle, such as a television program

                   2. More commonly, the combined reach of
                      four or five vehicles that would be bought
                      as a single package in an ad campaign.

                           (Remember: Reach is a measure of vehicle
                           exposure, not advertising exposure.)



Sunday, 27 December 2009
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Sunday, 27 December 2009
How Reach
                           Builds over Time


Sunday, 27 December 2009
• When an ad is first exposed, it accumulates
                           (     ) large number of target audience.

                   • When the no. of exposure
                           increases, the number of
                           accumulated audience also
                           increases but at a decreasing rate.

                   • An example for a TV program is shown as
                           follows:


Sunday, 27 December 2009
GRPs
                                                 	
  
                           (Reach)	
  

                           Reach
                                         Reach
                                                        ~




Sunday, 27 December 2009
Frequency (   )



Sunday, 27 December 2009
Frequency (                                        )
                   • Frequency measures the average
                           number of times that the audiences are
                           exposed over a period to an ad campaign.



                                        Reach	
   	
  Frequency	
  


                                                      (Reach)

Sunday, 27 December 2009
Calculation



Sunday, 27 December 2009
Frequency = GRPs / Reach (%)




Sunday, 27 December 2009
Frequency = Total Duplicated Audience / Reach (number)

              (Total Duplicated Audience = Gross Impression)

                            Reach	
  x	
  Frequency	
  =	
  GPRs
                               	
  GRP	
       	
  Reach	
  
                                            Frequency


Sunday, 27 December 2009
For Example



Sunday, 27 December 2009
GRPs = 80.1; Reach = 38 (%),
                      then

                      Frequency = 80.1/38
                      = 2.1 (times)



Sunday, 27 December 2009
Frequency Distribution



Sunday, 27 December 2009
Frequency Distribution

                   • The above calculation for frequency is only
                           an average number.
                   • In the following table, the number exposed
                           at any frequency is unduplicated,
                           meaning that these people are counted
                           only once.



Sunday, 27 December 2009
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Sunday, 27 December 2009
Frequency = Total Duplicated Audience / Reach (number)

              (Total Duplicated Audience = Gross Impression)




Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Relationship of Reach
                        and Frequency


Sunday, 27 December 2009
Sunday, 27 December 2009
GRPs = Reach x Frequency



Sunday, 27 December 2009
Reach and Frequency
                   • If we increase GRPs, reach and frequency will
                           both increases but at different rates,
                           depending on which particular plan is being
                           used. (    GRPs           Reach Frequency

                                                 plan)
                   • For example, some tends to increase the
                           reach, while some contributes to increase in
                           frequency.


Sunday, 27 December 2009
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Sunday, 27 December 2009
Reach and Frequency
                   • Plan A delivers more audience members at 1
                           or 2 exposure level, but for 3 exposure level,
                           Plan B is superior.
                   • Plan B reaches more persons than does Plan
                           A at 3+ exposure level. If the advertising
                           effort requires higher frequency, then Plan B
                           is the obvious choice. About 75% of the
                           target will see the commercial at least once,
                           while 40% will see it 3 or more times.


Sunday, 27 December 2009
• For any plan, reach rises more slowly when
                           GRPs keeps increasing. Meanwhile,
                           frequency increases and, after certain level,
                           rises more rapidly because reach increases
                           slower.
                           (Reach                     Frequency
                                         -
                                 )


Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Effective Frequency
                           (                 )


Sunday, 27 December 2009
Effective Frequency
                           (                 )
                   • Effective frequency is defined as the
                           amount of frequency (or repetition) the
                           planner judges to be necessary for
                           advertisements to be effective in
                           communicating.
                   • It is merely (         ) a judgment.



Sunday, 27 December 2009
• One exposure of an advertisement to a
                           target consumer group (within a purchase
                           cycle) has little or no effect.

                           (                       ...        )




Sunday, 27 December 2009
Sunday, 27 December 2009
• Because one exposure is usually ineffective,
                           the main thrust (   ) of media planning
                           should be on emphasizing frequency rather
                           than reach. (
                                )




Sunday, 27 December 2009
vodafone
Sunday, 27 December 2009
• Most of the research studies suggested that
                           two exposures within a purchase cycle are
                           an effective threshold (  ) level. (
                                   )




Sunday, 27 December 2009
Sunday, 27 December 2009
• Three exposures within a purchase cycle,
                           however, are felt to be optimal. (
                                       )




Sunday, 27 December 2009
Sunday, 27 December 2009
• After three exposures within a purchasing
                           cycle, advertising becomes more effective
                           as frequency is increased, but at a
                           decreasing rate. (
                                                       )




Sunday, 27 December 2009
Lu
Sunday, 27 December 2009
• Wear-out (            ) of an advertising campaign
                           is not caused by too much frequency. It is
                           caused by copy and content problems.




Sunday, 27 December 2009
• Generally, small and less-known brands will
                           benefit most from increased frequency. (

                              ) Larger, well-known brands might or
                           might not be helped by increasing
                           frequency, depending on how close they are
                           to advertising saturation levels (
                              ).


Sunday, 27 December 2009
• Each brand might require a different level of
                           frequency of exposure (
                                        ). One cannot generalize from
                           a given brand’s experiences to some other
                           brand (
                                     ). Specialized (      ) research
                           is required to find the unique (       )
                           frequency level for a brand


Sunday, 27 December 2009
heineken
Sunday, 27 December 2009
Sunday, 27 December 2009
• Two brands spending on the same amount
                           of money for advertising can have different
                           responses to their frequencies. (

                                                      )




Sunday, 27 December 2009

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Advertising media
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Advertising media
 
Inserts nuts and bolts understanding inserts in the modern media landscape
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Audiences & institutions
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Audiences & institutions
 
Chapter 5
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Chapter 5
 

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  • 1. Media Planning Lecture 6 Sunday, 27 December 2009
  • 2. Advanced Measurements and Calculations Sunday, 27 December 2009
  • 3. Various Concepts of Audience Measurements Sunday, 27 December 2009
  • 4. Base Vs Audience Number Sunday, 27 December 2009
  • 5. • A base is a demographic group, such as women or men aged 35-49. • Audience number, e.g. no. of readers of Next Magazine, is the no. of exposure of the vehicle, which depends on how the media vehicle measures. • Different vehicles may have same target base but different audience numbers. Sunday, 27 December 2009
  • 6. Circulation Vs Audience Number Sunday, 27 December 2009
  • 7. • Circulation is the number of distribution of a publication, which does not tell any about the demographics of the audience, e.g. age, sex, household income, education, etc. • It is always less than the audience number because one copy of the publication can be viewed by several readers. Sunday, 27 December 2009
  • 8. • Audit Bureau of Circulations (ABC) (http:// www.hkabc.com.hk/en/index.htm) is a non- profit, cooperative association which audits and reports the circulations of world-wide publications at regular intervals. Sunday, 27 December 2009
  • 11. • Audit Bureau of Circulations (ABC) (http:// www.hkabc.com.hk/en/index.htm) is a non- profit, cooperative association which audits and reports the circulations of world-wide publications at regular intervals. • It is widely accepted throughout the advertising agency. Again, it does not tell any about demographic data. Sunday, 27 December 2009
  • 12. • Media planners are more interested in the number of demographic targets who will buy the product than any above-mentioned measures, i.e. base, circulation or audience number. MEDIA PLANNER TA (Demographic Data of TA) Sunday, 27 December 2009
  • 13. Advertising Exposure Vs Vehicle Exposure (Audience Number) Sunday, 27 December 2009
  • 14. • Advertising exposure, or advertising page exposure, is the number of readers actually saw the advertisement. Sunday, 27 December 2009
  • 15. • It is the utmost important ( ) data for media planners. However, like vehicle exposure, it may not be accurately measured and readily available as circulation. ... predict ~!! ... Sunday, 27 December 2009
  • 16. • As a result, advertising exposure, vehicle exposure and circulation are used complementarily ( ) when the related information is required. Sunday, 27 December 2009
  • 18. • Media vehicle or advertisement cannot be exposed to ALL audiences at one time. • Audience accumulation is the buildup of total audiences over different media vehicles for an advertisement over time, usually in a month. ~!!! advertising accumulation... Sunday, 27 December 2009
  • 19. Audience Accumulation in Magazines Sunday, 27 December 2009
  • 20. • When the ad is placed in successive ( ) issues of the same magazine • When the ad is placed in the same month’s issue of different magazines • Pass along the magazine to as many readers as possible Sunday, 27 December 2009
  • 21. • Primary readers are those who either have purchased the magazine themselves or are members of the purchaser’s household. • Secondary, or pass-along, readers are those not in the purchaser’s household. They can be the purchaser’s friends, or those reading the publication in clinics, hair salon or the airplanes, i.e. out-of-home readers. Sunday, 27 December 2009
  • 22. • In-home reader, whether a primary or pass- along reader, reads more pages of a publication and spends more time reading than the person outside the home. Sunday, 27 December 2009
  • 23. Audience Accumulation in Broadcast Sunday, 27 December 2009
  • 24. • While a program is being broadcast for a period, audiences are tuning in. • When the commercial is aired with same program within a four-week period • When the commercial is aired with different programs targeting the same audiences within the same four-week period. Sunday, 27 December 2009
  • 25. • For broadcast media, there is no pass-along audience as with magazines. ... Pass ... Sunday, 27 December 2009
  • 26. • For broadcast media, there is no pass-along audience as with magazines. • Time is a major element in broadcast accumulation. Sunday, 27 December 2009
  • 27. tune-in • For broadcast media, there is no~~ pass-along audience as with magazines. • Time is a major element in broadcast accumulation. • Research shows that there are more tune- in audiences than tune-out audience for a program. Sunday, 27 December 2009
  • 28. • For broadcast media, there is no pass-along audience as with magazines. • Time is a major element in broadcast accumulation. • Research shows that there are more tune- in audiences than tune-out audience for a program. • Therefore, broadcast audiences can be accumulated. Sunday, 27 December 2009
  • 29. Reach Vs Frequency Sunday, 27 December 2009
  • 30. • The number of different people who see an ad at least once is called reach. • Some people who are reached will see an ad only once; others will see it many times. The number of times the average person sees the ad is called frequency. Sunday, 27 December 2009
  • 32. • Coverage is the number or percentage of the population or households of the target market that is exposed to the media. • It measures the degree of delivery that a media vehicle can reach the target audience. TA ... Sunday, 27 December 2009
  • 34. • Newspaper coverage is the number of copies circulated (i.e. circulation) compared to the number of households in the circulation area. Sunday, 27 December 2009
  • 35. • Suppose the average circulation of Apple Daily is 360,000, the no. of household in Hong Kong is 1.2 millions. Newspaper Coverage = 360,000 / 1,200,000 = 30% Sunday, 27 December 2009
  • 37. • Magazine Coverage is the number of audience compared to the population size of the target market (segment). Sunday, 27 December 2009
  • 38. TV and Radio Coverage Sunday, 27 December 2009
  • 39. • It is the number or percentage of homes with radio or televisions sets within the signal area of a given station. Sunday, 27 December 2009
  • 40. • Whether a household choose to tune in depends on: Sunday, 27 December 2009
  • 41. The programming of the station (i.e. whether it is interesting enough to attract them) ... ~~!! ... Sunday, 27 December 2009
  • 42. The programming of the station (i.e. whether it is interesting enough to attract them) • The power of the station (more powerful stations can cover more homes than weaker stations) • The height of a station’s antenna ( ) and the pull of the home’s antenna which affect reception of signals • The number and nature of obstructions ( ) that might prevent the broadcast signal from being received, such as mountains, tall buildings, or bridges. • The service area of cable systems that carry a station’s signal Sunday, 27 December 2009
  • 43. Cable TV Coverage Sunday, 27 December 2009
  • 44. • Cable TV does not share the signal problems as mentioned above for ordinary TV or radio station. Local examples of Cable TV companies include Cable TV by Wharf, NOW TV by PCCW. International examples include ESPN and CNN. • Cable TV coverage is the number or percentage of homes that are installed with the cable network. Sunday, 27 December 2009
  • 46. • It is the percentage of a segment (usually adults) that can access the Internet at home or work. • On the other hand, websites would like to express their audience as a percent of those active Internet users. Sunday, 27 December 2009
  • 47. Outdoor Advertising Coverage Sunday, 27 December 2009
  • 48. • It is the percentage of the population that passes one or more of the outdoor media (depends on whether a particular location or outdoor advertising as a whole is studied) in a given period of time. Sunday, 27 December 2009
  • 49. • One of the characteristics of outdoor advertising is that it has very high coverage because the advertisement is not time-dependent with the advertising period (that’s unlike publication or TV program). Sunday, 27 December 2009
  • 51. • While coverage for print media always underestimate the audience numbers, coverage for broadcast media, internet or outdoor advertising tends to overestimate the numbers. • It is because there are secondary (pass- along) readers for magazine or newspaper, while some homes which can access to the broadcast media or internet do not tune-in the stations. Sunday, 27 December 2009
  • 52. Composition Vs Coverage Sunday, 27 December 2009
  • 53. • Composition is the percentage of the audience number of the publication that is within the target market. • For example, Oriental Daily News covers 50% of the HK population aged 15-44 (Coverage = 50%), but only 33% of its audience number is within age 15-44. (Composition = 33%). • Coverage is based on population of the universe, while composition is based on audience number of the publication. Sunday, 27 December 2009
  • 54. • High-coverage publication can certainly reach the target, but a significant part of the budget will be wasted on people who have no interest in the product. High-Coverage ... Coverage ... Next Magazine Sunday, 27 December 2009
  • 55. • On the other hand, high-composition magazine minimizes the waste but risks missing people who buy the product but do not happen to be readers of the publication. • Planners typically use a mixture of high-coverage and high-composition publications. High-Composition Coverage TA only... Sunday, 27 December 2009
  • 62. Broadcast Rating (Audience Rating or Rating) Sunday, 27 December 2009
  • 63. • The rating estimates the audience that has tune-in a program during a specific time period. It is commonly expressed in number of rating point, each of which represents 1% of the household that can receive the broadcast. Sunday, 27 December 2009
  • 64. Household Using Television (HUT) Sunday, 27 December 2009
  • 65. • HUT represents the total percentage of homes in a market that are watching television at a given point in time. Television viewing is affected by living habits: Sunday, 27 December 2009
  • 66. • In the morning, tune-in (HUT) tends to be low, because many men and women at work and children at school. Viewers are primarily retirees, unemployed workers, and stay-at-home parents with small children Sunday, 27 December 2009
  • 67. • In the afternoon, HUT rises dramatically because children return home form school Sunday, 27 December 2009
  • 68. • In the evening, HUT rises to maximum because adults return home from work Sunday, 27 December 2009
  • 69. • At night, HUT drops sharply. Sunday, 27 December 2009
  • 70. HUT ... HUT~~ Sunday, 27 December 2009
  • 71. During summer, HUT rises a little bit in the morning session because more students stay at home. But it drops in the evening session because more adults go out for vacation trips. If expressed in points, HUT is the sum of the ratings of all programs broadcast within a given time. Sunday, 27 December 2009
  • 72. Gross Rating Points (GRPs) ( ) Sunday, 27 December 2009
  • 74. • It is the sum of individual ratings (percentage) of media vehicles in a media plan, disregarding the duplication of audience. GRP GRP 40 3 1 GRP ~!!! Sunday, 27 December 2009
  • 75. GRPs in Broadcast Media ( ) Sunday, 27 December 2009
  • 76. • The GRPs concept originates from broadcast media, and it is best illustrated by an example: • In a week, nine 30-sec TV commercials will be broadcast at different time-slots. Then, Sunday, 27 December 2009
  • 77. • The GRPs concept originates from broadcast media, and it is best illustrated by an example: • In a week, nine 30-sec TV commercials will be broadcast at different time-slots. Then, Sunday, 27 December 2009
  • 78. • The GRPs concept originates from broadcast media, and it is best illustrated by an example: • In a week, nine 30-sec TV commercials will be broadcast at different time-slots. Then, Sunday, 27 December 2009
  • 79. • The GRPs concept originates from broadcast media, and it is best illustrated by an example: • In a week, nine 30-sec TV commercials will be broadcast at different time-slots. Then, Sunday, 27 December 2009
  • 80. • The GRPs concept originates from broadcast media, and it is best illustrated by an example: • In a week, nine 30-sec TV commercials will be broadcast at different time-slots. Then, Sunday, 27 December 2009
  • 81. GRPs in Other Media ( ) Sunday, 27 December 2009
  • 82. • The GRPs concept has been extended to other media such as magazine, newspapers, and outdoor. Sunday, 27 December 2009
  • 88. Gross Impressions ( ) Sunday, 27 December 2009
  • 90. • It is the sum of individual audience size of media vehicles in a media plan, disregarding the duplication of audience. GRP x (Audience base / Universe) x 100 = (Gross Impression) Sunday, 27 December 2009
  • 91. • It is the sum of individual audience size of media vehicles in a media plan, disregarding the duplication of audience. GRP x (Audience base / Universe) x 100 = (Gross Impression) Sunday, 27 December 2009
  • 92. • It is the sum of individual audience size of media vehicles in a media plan, disregarding the duplication of audience. GRP x (Audience base / Universe) x 100 = (Gross Impression) Sunday, 27 December 2009
  • 93. • It is the sum of individual audience size of media vehicles in a media plan, disregarding the duplication of audience. GRP x (Audience base / Universe) x 100 = (Gross Impression) Sunday, 27 December 2009
  • 94. Gross Impression for Print Media Sunday, 27 December 2009
  • 99. Reach ( ) Sunday, 27 December 2009
  • 101. • It is the number or percentage of targets that will see the ad at least once over the advertising period. Reach 3 1 3 Sunday, 27 December 2009
  • 102. Reach and GRPs Sunday, 27 December 2009
  • 103. • Unlike GRPs, reach is an unduplicated number ( )– each person is counted only once. • Therefore, reach (if expressed in percentage) can never exceed 100%, while GRPs can continue building without limit. Sunday, 27 December 2009
  • 104. Why audience is counted only once? Sunday, 27 December 2009
  • 105. 1. Although it is controversial ( ) among media planners to argue on the number of advertising exposure that can make the ad effective, there is a significant difference between being exposed and not being exposed. 2. Radio and Television would parallel the audience reach of a monthly magazine. Sunday, 27 December 2009
  • 111. Reach  =  (4  /  10)  X  100  =  40 Sunday, 27 December 2009
  • 114. GRPs  =  (40  +  30  +  30  +  40)  =  140 Sunday, 27 December 2009
  • 115. Reach  =  (Number  of            /  Total  Viewers)  X  100 =  (7  /  10)  X  100  =  70 Sunday, 27 December 2009
  • 116. Frequency  =   Sunday, 27 December 2009
  • 117. Frequency  =   7 Viewers~!!! Sunday, 27 December 2009
  • 118. Frequency  = 7 Viewers~!!! Sunday, 27 December 2009
  • 119. Frequency  =  14  /  7  =  2 7 Viewers~!!! Sunday, 27 December 2009
  • 120. Kinds of Reach Sunday, 27 December 2009
  • 121. 1. The four-week reach of an individual vehicle, such as a television program 2. More commonly, the combined reach of four or five vehicles that would be bought as a single package in an ad campaign. (Remember: Reach is a measure of vehicle exposure, not advertising exposure.) Sunday, 27 December 2009
  • 132. How Reach Builds over Time Sunday, 27 December 2009
  • 133. • When an ad is first exposed, it accumulates ( ) large number of target audience. • When the no. of exposure increases, the number of accumulated audience also increases but at a decreasing rate. • An example for a TV program is shown as follows: Sunday, 27 December 2009
  • 134. GRPs   (Reach)   Reach Reach ~ Sunday, 27 December 2009
  • 135. Frequency ( ) Sunday, 27 December 2009
  • 136. Frequency ( ) • Frequency measures the average number of times that the audiences are exposed over a period to an ad campaign. Reach    Frequency   (Reach) Sunday, 27 December 2009
  • 138. Frequency = GRPs / Reach (%) Sunday, 27 December 2009
  • 139. Frequency = Total Duplicated Audience / Reach (number) (Total Duplicated Audience = Gross Impression) Reach  x  Frequency  =  GPRs  GRP    Reach   Frequency Sunday, 27 December 2009
  • 140. For Example Sunday, 27 December 2009
  • 141. GRPs = 80.1; Reach = 38 (%), then Frequency = 80.1/38 = 2.1 (times) Sunday, 27 December 2009
  • 143. Frequency Distribution • The above calculation for frequency is only an average number. • In the following table, the number exposed at any frequency is unduplicated, meaning that these people are counted only once. Sunday, 27 December 2009
  • 151. Frequency = Total Duplicated Audience / Reach (number) (Total Duplicated Audience = Gross Impression) Sunday, 27 December 2009
  • 155. Relationship of Reach and Frequency Sunday, 27 December 2009
  • 157. GRPs = Reach x Frequency Sunday, 27 December 2009
  • 158. Reach and Frequency • If we increase GRPs, reach and frequency will both increases but at different rates, depending on which particular plan is being used. ( GRPs Reach Frequency plan) • For example, some tends to increase the reach, while some contributes to increase in frequency. Sunday, 27 December 2009
  • 164. Reach and Frequency • Plan A delivers more audience members at 1 or 2 exposure level, but for 3 exposure level, Plan B is superior. • Plan B reaches more persons than does Plan A at 3+ exposure level. If the advertising effort requires higher frequency, then Plan B is the obvious choice. About 75% of the target will see the commercial at least once, while 40% will see it 3 or more times. Sunday, 27 December 2009
  • 165. • For any plan, reach rises more slowly when GRPs keeps increasing. Meanwhile, frequency increases and, after certain level, rises more rapidly because reach increases slower. (Reach Frequency - ) Sunday, 27 December 2009
  • 168. Effective Frequency ( ) Sunday, 27 December 2009
  • 169. Effective Frequency ( ) • Effective frequency is defined as the amount of frequency (or repetition) the planner judges to be necessary for advertisements to be effective in communicating. • It is merely ( ) a judgment. Sunday, 27 December 2009
  • 170. • One exposure of an advertisement to a target consumer group (within a purchase cycle) has little or no effect. ( ... ) Sunday, 27 December 2009
  • 172. • Because one exposure is usually ineffective, the main thrust ( ) of media planning should be on emphasizing frequency rather than reach. ( ) Sunday, 27 December 2009
  • 174. • Most of the research studies suggested that two exposures within a purchase cycle are an effective threshold ( ) level. ( ) Sunday, 27 December 2009
  • 176. • Three exposures within a purchase cycle, however, are felt to be optimal. ( ) Sunday, 27 December 2009
  • 178. • After three exposures within a purchasing cycle, advertising becomes more effective as frequency is increased, but at a decreasing rate. ( ) Sunday, 27 December 2009
  • 180. • Wear-out ( ) of an advertising campaign is not caused by too much frequency. It is caused by copy and content problems. Sunday, 27 December 2009
  • 181. • Generally, small and less-known brands will benefit most from increased frequency. ( ) Larger, well-known brands might or might not be helped by increasing frequency, depending on how close they are to advertising saturation levels ( ). Sunday, 27 December 2009
  • 182. • Each brand might require a different level of frequency of exposure ( ). One cannot generalize from a given brand’s experiences to some other brand ( ). Specialized ( ) research is required to find the unique ( ) frequency level for a brand Sunday, 27 December 2009
  • 185. • Two brands spending on the same amount of money for advertising can have different responses to their frequencies. ( ) Sunday, 27 December 2009