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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
139. Frequency = Total Duplicated Audience / Reach (number)
(Total Duplicated Audience = Gross Impression)
Reach
x
Frequency
=
GPRs
GRP
Reach
Frequency
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
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
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
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