2. +
Evolution of TV research
Auditing TV advertising
Research terms for TV
TV planning
Innovations in TV advertising
3. +
Evolution of TV research
Auditing TV advertising
Research terms for TV
TV planning
Innovations in TV advertising
4. +
DART
Followed by DD initially and other clients on an ad-hoc basis
Disadvantages:
Memory based
Incorrect attribution
Low memory of niche vis-a-vis mass channels
5. +
Diary panels
Initiated by IMRB
Maintained a Diary which was filled by the HW
Collected on a weekly basis and analysed
Disadvantages
Memory based
Incorrect attribution
Overstating Mass GEC channels
Inadequate recording of others viewing
6. +
PeopleMeter systems
Introduced by ORG-MARG
Similar system introduced by IMRB
Different systems used for measuring – Picture matching vs
Frequency matching
Kantar Media formed
Unified body - TAM
8. Undertake
Installation of Installation of
establishment
PeopleMeters surrogate HH’s
surveys
Substitution of HH
Arrive at TV and
matching on upto 9 Analysis of data
C&S estimates
criteria
Sample sizes Random sampling
decided for each among the homes
Release of data
C&S vs SEC to arrive at the
segment panel HH’s
9. +
How does the PeopleMeter work?
Set
Monitoring
Unit
Home
Management
Interface
Remote
Control
Handset
10. +
Metering Technology - ACN 6000
system
Set Monitoring Unit
Module
1 2
3 4
5 6
7 8
9 10
11 12
VAC X
Detector Sensors
TV Tuner Remote
11. +
Measuring the TV rating
Meter
Using Peoplemeters
Research Company
Research company determines representative sample
METERS installed
Individual householder details recorded
Householder “pushes button” when watching.
Recorded as a viewer
Data on-line to research company Handset
17. +
Reach
Of A Media
% of People who consume a media a minimum number of times in a
stipulated period
TV – Atleast watched once a week
Cinema – Atleast seen once a month
Of A Channel
% of People who have seen a channel for atleast “n” minutes
18. +
Computing Reach
Total TG = 8
TG which saw the
commercial = 4
Hence, Reach = 4/8*100 = 50%
19. +
Computing Reach
Total TG = 8
TG which saw Bidayi
=4
TG which saw Balika
Vadhu= 4
Hence, Reach = 6/8*100 = 75%
20. +
Effective Reach
Total TG = 8
TG which saw Bidayi
=4
TG which saw Balika
Vadhu= 4
TG which saw Antara
=4
Effective reach
@1+ = 8/8 =100%
@2+ = 3/8 = 38%
@3+ = 1/8 = 13%
21. +
TVR/ TRP’s
A TVR measures the popularity of a programme/ advertisement by comparing the
number of people who watched against the total available as a whole
One TVR = 1% of a target audience
If an ad on Balika Vadhu got a TVR of 7, it means 7% of the audience saw the ad
22. +
Min
1
Total man minutes
2 = 8 consumers x 5
mins = 40
3
4
5
23. +
Min
1 Total man minutes
consumed =
(4+6+5+4+5) = 24
2
3
4
5
TVR = Man minutes consumed/ man minutes available*100 = 24/40*100 = 60
24. +
Time band rating
The TVR is averaged from the start minute of
the given time band to the end minute
TVR : 6.4
12.2
11.6 12:00-15:00
10.4
8.6
7.2
5.9
5.3 5.1 5.1
4.3
0.6
12:15 12:30 12:45 13:00 13:15 13:30 13:45 14:00 14:15 14:30 14:45
25. +
Programme ratings
The TVR is averaged from the start minute
to the end minute of the Programme
TVR : 9.5
Big Boss
12 12 12
11 11
11
11 11
11
11 11
10
10 10 10 10
10 10
9
9 9
8
8 8
7 7 7
7 7
7
22:01 22:04 22:07 22:10 22:13 22:16 22:19 22:22 22:25 22:28
26. +
Slot/ Break rating
The TVR is averaged from the first minute to
the last minute of the commercial break
Break
TVR : 7.4
7.9 7.2 7.3
7.4 7.2
6.7
22:01 22:04 22:07 22:10 22:13 22:16 22:19 22:22 22:25 22:28
Big Boss
27. +
Gross Rating Points (GRP’s)
Programme
Rating
The sum of all ratings achieved in a campaign.
30. +
Average OTS
The number of times, on an average, the audience reached sees the
commercial during a given period.
31. +
GRP’s Reach
Ad A B C D E F G H
50% 50%
1
2 37% 63%
3 50% 88%
AOTS
2.4
4 25% 88%
5 50% 88%
3 3 0 1 2 2 1 5 212 88
32. +
Ad A B C D E F G H
1
2
AOTS = Number of views/
Number of people
3 =17/7 = 2.4
4
5
3 3 0 1 2 2 1 5
33. +
So what is the relation between GRP, Reach
and AOTS
GRP = Reach x AOTS
34. +
Putting the theory to test…
GRP’s Reach
Ad A B C D E F G H
50% 50%
1
2 37% 63% AOTS
2.4
3 50% 88%
GRP’s =
25% 88% 87.5 x
4
2.4 =
212
5 50% 88%
3 3 0 1 2 2 1 5 212 88
35. +
Examples – tell me the GRP, reach and AOTS
Ad A B C D E F
1
2
3
4
36. +
Examples – tell me the GRP, reach and AOTS
Ad A B C D E F
1
2
3
4
37. +
Channel/ Programme share
Channel Share : channel viewing as a percentage of total TV viewing at
the specified time
Program Share : program viewing as a percentage of total TV
viewing at the specified program time
80%
60%
40%
TV viewing
Channel viewing
Program viewing
38. +
Channel/ Programme share
TV on = 6 homes TV tuned to STAR Plus = 4homes
Channel Share = 67%
Homes tuned into a program / channel as a % of homes in which the
TV was on.
39. +
Channel/ Programme share
Total HH’s = 12 HHs TV tuned to STAR Plus = 4HH’s
Homes tuned into a program / channel as a % of homes in which the
TV was on
40. +
Channel/ Programme share
Total TV audience 1000
No of people watching TV (8 - 10 PM) 900
No of people watching Sanjivani 600
No of people watching STAR Plus 800
Sanjivani' share of audience (600/900*100)
STAR Plus share of audience (800/900*100)
67%
89%
45. + Output
1 [CS 15+ YRS]
Programme Genre Language 000s TVR Viewer % Channel Share
Universe 11031
Sample 1422
AVGHACHI SANSAAR
Serials Marathi 28 0.26 100 9.99
YAA SUKHANO YAA
Serials Marathi 16 0.15 100 9.14
KALAT NAKALATSerials Marathi 0 0 0 0
ADHURI EK KAHANI
Serials Marathi 0 0 0 0
VAIDH BHAVISHYACHA Marathi
Religious/Devotional 0 0 0 0
BANDHAN Serials Marathi 0 0 0 0
CHITRASANGEET Songs Marathi
Film 0 0 0 0
AALAP Music Shows/Songs
Marathi 0 0 0 0
CHITRASANGEET Songs Marathi
Film 0 0 0 0
LIFE IN THE WORD
Religious/Devotional
Marathi 0 0 0 0
SWAR TAAL Music Shows/Songs
Marathi 5 0.04 100 2.14
GOOD MORNING MAHARASHTRA
Different Magazine/Multi Genre
Marathi 63 0.57 100 7.71
EKA PEKSHYA EK Search/Feats
Talent Marathi 107 0.97 100 9.51
AAMHI SARE KHAVAYE Marathi
Women Programme/Cookery 53 0.48 100 4.94
AVANTIKA Serials Marathi 20 0.18 100 1.69
ADHURI EK KAHANI
Serials Marathi 38 0.35 100 2.92
KALAT NAKALATSerials Marathi 111 1.01 100 7.69
ASAMBHAV Serials Marathi 54 0.49 100 3.3
AAMHI SARE KHAVAYE Marathi
Women Programme/Cookery 120 1.09 100 6.88
HOME MINISTER Shows/Chat Shows
Talk Marathi 111 1.01 100 5.86
46. + Output
1 [CS 15+ YRS]
Programme Genre Language Reach New Trier Fst Repeater Repeater New Trier Repeater
Sub % % Cumm Trier
Cumm Repeater Index
Loyalty
Universe 11031
Sample 1418
AVGHACHI SANSAAR
Serials Marathi 0.89 0.89 0 0 100 0 0.89 0 0
YAA SUKHANO YAA
Serials Marathi 0.14 0 0.14 0 0 100 0.89 0.14 15.26
KALAT NAKALATSerials Marathi 0 0 0 0 0 0 0.89 0.14 15.26
ADHURI EK KAHANI
Serials Marathi 0 0 0 0 0 0 0.89 0.14 15.26
VAIDH BHAVISHYACHA Marathi
Religious/Devotional 0 0 0 0 0 0 0.89 0.14 15.26
BANDHAN Serials Marathi 0 0 0 0 0 0 0.89 0.14 15.26
CHITRASANGEET Songs Marathi
Film 0 0 0 0 0 0 0.89 0.14 15.26
AALAP Music Shows/Songs
Marathi 0 0 0 0 0 0 0.89 0.14 15.26
CHITRASANGEET Songs Marathi
Film 0 0 0 0 0 0 0.89 0.14 15.26
LIFE IN THE WORD
Religious/Devotional
Marathi 0 0 0 0 0 0 0.89 0.14 15.26
SWAR TAAL Music Shows/Songs
Marathi 0.3 0.3 0 0 100 0 1.19 0.14 11.39
GOOD MORNING MAHARASHTRA
Different Magazine/Multi Genre
Marathi 3.92 3.92 0 0 100 0 5.1 0.14 2.65
EKA PEKSHYATalent Search/Feats
EK Marathi 1.6 1.12 0.48 0 69.82 30.18 6.22 0.62 9.95
AAMHI SARE KHAVAYE Marathi
Women Programme/Cookery 0.96 0.08 0.87 0 8.82 91.18 6.31 1.49 23.65
AVANTIKA Serials Marathi 0.51 0.06 0.29 0.16 11.52 88.48 6.37 1.78 27.93
ADHURI EK KAHANI
Serials Marathi 0.77 0.1 0.29 0.38 12.85 87.15 6.46 2.06 31.93
KALAT NAKALATSerials Marathi 1.42 0.6 0.17 0.66 41.8 58.2 7.06 2.24 31.67
ASAMBHAV Serials Marathi 0.97 0.19 0.63 0.15 19.85 80.15 7.25 2.86 39.48
AAMHI SARE KHAVAYE Marathi
Women Programme/Cookery 1.95 1.41 0.16 0.37 72.49 27.51 8.66 3.03 34.95
HOME MINISTER Shows/Chat Shows
Talk Marathi 2.42 0.74 1.2 0.48 30.44 69.56 9.4 4.23 44.99
AVGHACHI SANSAAR
Serials Marathi 1.49 0.3 0.32 0.87 19.91 80.09 9.7 4.55 46.92
VAHINI SAHEBSerials Marathi 1.53 0.07 0.29 1.17 4.39 95.61 9.76 4.84 49.6
SAREGAMAPATalent Search/Feats
Marathi 1.72 0.28 0.38 1.06 16.03 83.97 10.04 5.22 52.03
YAA SUKHANO YAA
Serials Marathi 1.85 0.24 0.36 1.26 12.84 87.16 10.28 5.58 54.29
AVANTIKA Serials Marathi 0.54 0.1 0 0.44 18.01 81.99 10.37 5.58 53.78
SAREGAMAPATalent Search/Feats ANTIM 0.27
PADGHAM MAHA
Marathi 0 0 0.27 0 100 10.37 5.58 53.78
47. + Output
DP 1 [DayPart 1 [DayPart 1 [DayPart 1]
DP 1] DP 1]
Daypart Channel Star Plus Zee TV Sahara One
Market : *Mumbai Read Across
Universe 11031
Sample 1418
DP 1 [DayPart 1]
Star Plus 8156 7113 6265
DP 1 [DayPart 1]
Zee TV 7113 7618 6065
DP 1 [DayPart 1] One
Sahara 6265 6065 6718
51. + Output
1 [CS 15+ YRS]
Channel Reg City Date Day Start Time ProgrammeGenre Language PA TA Dur (Sec.) Commercial
Product 000s TVR CPRP CPT
Market : *Mumbai
11031
1419
Zee TV NetWork 01/01/2008 Tue 2:05 TEEN BAHURAANIYAAN
Serials Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 2:22 TEEN BAHURAANIYAAN
Serials Hindi 0 0 164 ---- End of Break 1 ---- 5 0.04 0 0
Zee TV NetWork 01/01/2008 Tue 2:28 TEEN BAHURAANIYAAN
Serials Hindi 0 0 167 ---- End of Break 2 ---- 7 0.06 0 0
Zee TV NetWork 01/01/2008 Tue 2:32 HAR GHAR KUCH KEHTA HAI
Serials Hindi 0 0 15 -- End of PreBreak 1 -- 14 0.12 0 0
Zee TV NetWork 01/01/2008 Tue 2:43 HAR GHAR KUCH KEHTA HAI
Serials Hindi 0 0 293 ---- End of Break 1 ---- 2 0.02 0 0
Zee TV NetWork 01/01/2008 Tue 2:53 HAR GHAR KUCH KEHTA HAI
Serials Hindi 0 0 319 ---- End of Break 2 ---- 10 0.09 0 0
Zee TV NetWork 01/01/2008 Tue 3:03 KASAMH SE
Serials Hindi 0 0 15 -- End of PreBreak 1 -- 14 0.12 0 0
Zee TV NetWork 01/01/2008 Tue 3:15 KASAMH SE
Serials Hindi 0 0 202 ---- End of Break 1 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 3:25 KASAMH SE
Serials Hindi 0 0 144 ---- End of Break 2 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 3:31 SAATH PHERE
Serials Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 3:46 SAATH PHERE
Serials Hindi 0 0 298 ---- End of Break 1 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 3:55 SAATH PHERE
Serials Hindi 0 0 232 ---- End of Break 2 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:03 ARDHANGINI
Serials Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:15 ARDHANGINI
Serials Hindi 0 0 221 ---- End of Break 1 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:26 ARDHANGINI
Serials Hindi 0 0 104 ---- End of Break 2 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:30 URJA Interviews/Portraits/Discussions
Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:36 URJA Interviews/Portraits/Discussions
Hindi 0 0 164 ---- End of Break 1 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:45 URJA Interviews/Portraits/Discussions
Hindi 0 0 152 ---- End of Break 2 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:52 URJA Interviews/Portraits/Discussions
Hindi 0 0 168 ---- End of Break 3 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:59 SEVA GANGA
Religious/Devotional
Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0
52. + Output
Zee TV
Advertiser Product Brand Count Dur GRP OOOS
GRP Spends
Market : *Mumbai
Universe 11031
Sample 1419
AGRO TECH FOODS LTD
EDIBLE OIL SUNDROP HEART 23 460 2836 25.71 881000
AIG INC INDIA LIASON OFFICE TP AIG
PROMO TAG 8 28 206 1.87 0
ANKUR BUSINESS PVT LTD SALTS
BRANDED ANKUR SALT 55 910 3356 30.42 1033900
ANKUR CHEM-FOODS PVT LTD TP ANKUR SALT 21
PROMO TAG 84 691 6.26 0
AVIVA LIFE INSURANC CO INDIA
INSURANCE-LIFE RETIREMENT PLANS
AVIVA 8 265 3014 27.32 2046300
BAJAJ AUTO LTD PROMO TAG BAJAJ KRISTAL DTS-I
TP 34 87 1276 11.57 0
BAJAJ AUTO LTD TWO WHEELERS AVENGER DTS-I
BAJAJ 9 405 1978 17.93 1522500
BAJAJ CONSUMER HAIR OILS BAJAJ ALMOND DROPS 2190
CARE LTD 90 7977 72.32 2889300
BAJAJ CONSUMER HAIR OILS BAJAJ BRAHMI AMLA
CARE LTD 70 1190 6830 61.91 2131900
BALSARA HYGIENE AIR FRESHENERS ROOM FRESHNER160
ODONIL 4 631 5.72 612000
BENNETT COLEMAN & CO LTD LEAD INDIA EVENTS
EVENTS 6 160 3280 29.73 0
BERGER PAINTS PAINTS LEWIS BERGER WEATHERCOAT ALLGU
23 660 1156 10.48 1072600
BHARTI AIRTEL LTDCELLULAR PHONE SERVICE 12
AIRTEL CELLULAR PHONE 720
SERVICE1905 17.27 2532000
BHARTI AIRTEL LTDPROMO TAG AIRTEL
TP 55 213 3456 31.33 0
BRITANNIA INDUSTRIES LTDTAG BRIT GOOD DAY
PROMO TP 6 17 1138 10.31 0
BROOKE BOND LIPTON INDIA LTD
COFFEE BROOKE BOND BRU CAPPACHINO 3157
33 660 28.62 2630000
BROOKE BOND LIPTON INDIA LTD
SAUCE/KETCHUP
KISSAN CHATAK DAAR
21 340 3048 27.63 1880300
BROOKE BOND LIPTON INDIA LTD
TEA BROOKE BOND RED LABEL NAT CARE
23 640 1686 15.29 3008500
BROOKE BOND LIPTON INDIA LTD
TEA BROOKE BOND TAAZA
21 630 4293 38.92 2953500
CADBURYS INDIA LTDCHOCOLATES CADBURYS DAIRY MILK CHOCOLATE
10 360 1602 14.53 755400
CADBURYS INDIA LTDMILK BEVERAGES
CADBURYS BOURNVITA
7 315 877 7.95 416500
CADILA HEALTH CAREARTIFICIAL SWEETNERS NATURA
SUGAR FREE 3 60 190 1.72 30000
CAPITAL FOODS LTD PROMO TAG CHINGS FOOD12
TP PRODUCTS RANGE
34 609 5.52 0
CAVIN KARE LIMITEDMOISTURISING LOTION/CREAMS
NYLE RED APPLE BODY LOTION
29 465 1943 17.61 610300
CAVIN KARE LIMITEDPROMO TAG CHIK SHAMPOO
TP 42 134 2604 23.61 0
COCA COLA INDIA LTD
PROMO TAG COCA COLA INDIA
TP 64 167 3162 28.66 0
56. +
1. Defining the parameters
Period : Latest 4 weeks (Oct’2004)
Area : Bom, Del, Che, Ahm, Bgl,… All 18 markets
Channel : DD1, Star plus Zee TV, Sony TV, Zee Cinema, Set Max,
Sun, Raj …..
TA : All Adults, SEC A-E, 15+yrs
57. +
2. Genre/ Vehicle Selection
On the basis of Genre share in our TG as compared to the Universe
Role of Genres identified – Reach Builders, Reach Boosters,
Frequency and Special Properties
Within Reach Genres we look at specific channels based on
Channel performance/ Share
Within the Reach channels, we look at CPRP performance by
programme
On Niche channels, the skew of the channel on our TG and the ER
rather than CPRP play a role
58. +
The Optimisation Grid
Low CPRP Med CPRP Hi CPRP
Hi TVR 1 2 3
Med TVR 2 3 4
Low TVR 3 4 4
59. +
3. Plan buildup checks include…
Incremental reach of various Channels/ programmes
Any anomalies in the data (caused by special events)
Adherence to plan CPRP’s targeted
60. +
3a. Programme ratings
Procure ratings of programs using Program Analysis module of
TAM
Average the program ratings across 4 weeks
61. +
Programme Genre Day(s) Start Time End Time Prog Perf
KYUNKI SAAS BHI KABHI BA Serials MTWTh 22:30 23:00 6.4
KAHAANI GHAR GHAR KI Serials MTWTh 22:00 22:30 5.7
BIDAYI Serials MTWTh 21:00 21:30 5.2
SAIBABA Mythological/Costume Dramas S 20:00 21:00 4.7
PRITHVIRAJ CHAUHAN Mythological/Costume Dramas SFSa 21:00 21:30 4.6
KAYAMATH Serials MTWTh 23:00 23:30 4.5
BAA BAHOO AUR BABY Serials SFSa 21:30 22:00 4.0
KASTURI Serials MTWTh 21:30 22:00 4.0
KASAUTII ZINDAGII KAY Serials MTWTh 20:30 21:00 3.9
CHHOTE USTAD-STAR VOICE OF IND Talent Search/Feats FSa 22:00 23:30 2.6
JAI MAA DURGA Mythological/Costume Dramas Sa 20:00 21:00 2.3
SANTAN Serials MTWTh 19:30 20:00 2.3
SANGAM Serials MTWTh 19:00 19:30 2.2
RAJA KI AAYEGI BAARAT Serials MTWTh 20:00 20:30 2.2
KAYAMATH Serials MTWTh 15:30 16:00 2.0
KARAM APNAA APNAA Serials MTWThF 14:00 14:30 1.9
KUMKUM Serials MTWThF 13:00 13:30 1.9
HFF-Sat Feature Films Sa 16:00 19:30 1.8
KYUNKI SAAS BHI KABHI BA Serials MTWTh 15:00 15:30 1.8
KAHO NA YAAR HAI Game Shows/Quiz F 20:00 21:00 1.7
SAARRTHI Serials MTWThF 14:30 15:00 1.7
BHABHI Serials MTWThF 13:30 14:00 1.7
MERI AWAZ KO MIL GAYI ROSHNI Serials MTWTh 20:00 20:30 1.6
AEK CHABHI HAI PADOSS ME Serials FSa 19:30 20:00 1.2
KARAM APNAA APNAA Serials MTWThF 23:30 00:00 1.2
KASAUTII ZINDAGII KAY Serials MTWTh 12:30 13:00 0.9
KRISHNA KATHAIYEN Mythological/Costume Dramas S 09:00 10:00 0.7
BIDAYI Serials MTWTh 12:00 12:30 0.7
Morning RODP Mon-Thurs 7:00-12:00 7:00-12:00
Daytime RODP Fri 7:00-19:00 7:00-19:00
Daytime RODP Sat 7:00-19:00 7:00-19:00
Daytime RODP Sun 7:00-19:00 7:00-19:00
Disney hour Mon to sat 1000 to 1100
RODP Mon-Thurs 16:00 - 19:00
62. +
Programme Genre Day(s) Start Time End Time Prog Perf Brk TVR
KYUNKI SAAS BHI KABHI BA Serials MTWTh 22:30 23:00 6.4 5.3
KAHAANI GHAR GHAR KI Serials MTWTh 22:00 22:30 5.7 5.1
BIDAYI Serials MTWTh 21:00 21:30 5.2 4.7
SAIBABA Mythological/Costume Dramas S 20:00 21:00 4.7 4.2
PRITHVIRAJ CHAUHAN Mythological/Costume Dramas SFSa 21:00 21:30 4.6 4.1
KAYAMATH Serials MTWTh 23:00 23:30 4.5 3.7
BAA BAHOO AUR BABY Serials SFSa 21:30 22:00 4.0 3.4
KASTURI Serials MTWTh 21:30 22:00 4.0 3.5
KASAUTII ZINDAGII KAY Serials MTWTh 20:30 21:00 3.9 3.6
CHHOTE USTAD-STAR VOICE OF IND Talent Search/Feats FSa 22:00 23:30 2.6 1.8
JAI MAA DURGA Mythological/Costume Dramas Sa 20:00 21:00 2.3 2.0
SANTAN Serials MTWTh 19:30 20:00 2.3 2.0
SANGAM Serials MTWTh 19:00 19:30 2.2 1.9
RAJA KI AAYEGI BAARAT Serials MTWTh 20:00 20:30 2.2 2.0
KAYAMATH Serials MTWTh 15:30 16:00 2.0 1.8
KARAM APNAA APNAA Serials MTWThF 14:00 14:30 1.9 1.7
KUMKUM Serials MTWThF 13:00 13:30 1.9 1.7
HFF-Sat Feature Films Sa 16:00 19:30 1.8 0.8
KYUNKI SAAS BHI KABHI BA Serials MTWTh 15:00 15:30 1.8 1.6
KAHO NA YAAR HAI Game Shows/Quiz F 20:00 21:00 1.7 1.3
SAARRTHI Serials MTWThF 14:30 15:00 1.7 1.5
BHABHI Serials MTWThF 13:30 14:00 1.7 1.5
MERI AWAZ KO MIL GAYI ROSHNI Serials MTWTh 20:00 20:30 1.6 1.4
AEK CHABHI HAI PADOSS ME Serials FSa 19:30 20:00 1.2 1.0
KARAM APNAA APNAA Serials MTWThF 23:30 00:00 1.2 0.9
KASAUTII ZINDAGII KAY Serials MTWTh 12:30 13:00 0.9 0.9
KRISHNA KATHAIYEN Mythological/Costume Dramas S 09:00 10:00 0.7 0.5
BIDAYI Serials MTWTh 12:00 12:30 0.7 0.6
Morning RODP Mon-Thurs 7:00-12:00 7:00-12:00 0.2
Daytime RODP Fri 7:00-19:00 7:00-19:00 0.4
Daytime RODP Sat 7:00-19:00 7:00-19:00 0.4
Daytime RODP Sun 7:00-19:00 7:00-19:00 0.5
Disney hour Mon to sat 1000 to 1100 0.1
RODP Mon-Thurs 16:00 - 19:00 0.7
64. +
The Optimisation Grid
Low CPRP Med CPRP Hi CPRP
Baa Bahoo, Kasturi,
Kasauti, Kayamath,
Hi TVR Prithviraj, Sai Baba,
Bidayi, Kahani,
Kyunki
Sangam, Raja Ki, Jai Maa Durga
Santan
Med TVR
Morn RODP, Daytime Chhote Ustaad Disney Hour,
RODP, Krishna Kaho na Yaar,
Low TVR Kath, Bidayi®, HFF
Sat, Karam Apna,
Kasauti®, Meri Awaz
65. +
4. Iterative plan build-up
Least CPRP pgm Kayamath
Additional spot on Next most Cost
least CPRP pgm Effective pgm
Kayamath Bidayi
Plan built iteratively to maximise reach at lowest cost for
every program added to plan
66. Deciding the number of spots/day for
other network channels
VH1 -20/day Nick – 10/day
MTV – 10 /day IBN Lokmat – 12/day
IBN 7 – 12/day CNN IBN – 15/day
Awaaz – 16/day CNBC – 10/day
67. + 5. Plan building
CS F ABC 15-34 Reach
Channel 1+ Sp Rs L
STAR PLUS 19 9
ZEE TV 28 14
ZEE CINEMA 22 8
Star Gold 23 7
Zoom 2 1
ZEE MARATHI 6 3
Zee Talkies 2 0
North West mkt
Reach CS F ABC 15-34
Channel GRP Avg. Freq. 1+ 2+ 3+
STAR PLUS 31 1.6 19 7 3
STAR PLUS+ZEE TV 89 2.3 39 22 12
STAR PLUS+ZEE TV+ Zee
cinema 137 2.8 49 33 19
STAR PLUS+ZEE TV+ Zee
cinema+Star Gold 182 3.2 57 39 27
STAR PLUS+ZEE TV+ Zee
cinema+Star Gold+Zoom 184 3.2 57 40 27
STAR PLUS+ZEE TV+ Zee
cinema+Star Gold+Zoom+zee
Marathi 204 3.4 59 42 30
STAR PLUS+ZEE TV+ Zee
cinema+Star Gold+Zoom+zee
Marathi+Zee Talkies 206 3.5 59 43 30
69. +
6. Final Media Plan reports
Market wise deliveries
Channel wise GRP’s by Market
Channel wise incremental reach
Overall Planned CPRP
PT:NPT and DD:C&S weights
70. +
The journey of a TV plan
Date Activity
10th -12th Implementation plan brief from Client
13th Clarifications on Brief
14th – 17th Plan Optimisation
18th Implementation plan sent to Client
19th – 22nd Plan Changes and iterations
23rd Approval of Plan
24th Schedule sent to Client and approved
25th Final Sales Schedule sent
25th Spots adwised
26th – 28th Bookings logged and Value ads worked out
26th – 30th Confirmations and Make Goods
1st - Monitoring and Make Goods
72. +
Steps followed
Activity Brief Given by client outlining
all major activities for the year
73. +
Steps followed
Activity Brief
Agency recommends media
Media recommendation selection and budgets for activity
74. +
Steps followed
Activity Brief
Media recommendation
Budget allocation Given by client
75. +
Steps followed
Activity Brief
Media recommendation
Budget allocation
Agency works out plans by media
Annual plans
and the requirements
76. +
Steps followed
Activity Brief
Media recommendation
Budget allocation
Annual plans
Annual deals Multi iteration process
77. +
The buying process - TV
Role of channels
Genre selection
Genre allocation
Determining benchmarks
Our approach to buying
Channel background
78. +
Role of channels
Channels categorised as ‘Reach’ and ‘Niche’ channels
Reach channels: provide mass reach, essentially soaps on Star Plus; Sony;
Zee; Hindi News (Aaj Tak); HFF
Niche channels: provide frequency build-up and creation of customized
properties. CNBC; Channel V; EFF; etc.
Chosen on
performance of respective channels within each genre
proposals from respective channels fitting with brand proposition
and needs
79. +
Channel categorisation norms
Reach is the criteria that we use to differentiate between reach and
niche channels
Channels with potential reach > 50% (in our C&S TG) = Reach
channels
Within reach channels, categorise as General Interest channels and
movie and news genre channels as specialised channels
Others = Niche channels
80. +
Channels categorised
All India Regional
Star Plus, Sony, Zee Eenadu, Gemini
Reach
GI
Aaj Tak, MAX, Zee
Cinema, Star Gold
Reach
specialist
SAB TV, All News
(W/o Aaj Tak),
Niche Infotainment, Music,
Sahara
Cricket/ Budget
Spl
Events
81. +
Genre selection
Step 1: Based on the TG definition and the communication requirement,
channel genres were selected
Step 2: Keeping the brand and the constraints in mind, we are
staying away from Religious, sports and the ‘others’ genre
These account for roughly 14% of the total viewing time
RELIG
1%
OTHERS
SPORTS ENG MOV
1%
12% 2%
NICHE
3% GI HIN
NEWS 31%
8%
INFO
HIN MOV
2%
21%
MUS GI REG
3% 16%
82. +
Genre allocation
For each of the VAS/product we arrived at the GRP dispersion by channel,
based on
Last year’s GRP contribution of the channels for the cellular Category basis which
CPRP’s were arrived at
VAS specifications of Genre Mix last years GRP contribution channel mix
On the basis of the GRP dispersion we arrived at the spends required per
genre
For eg,
GRP’s reqd - 100
Reach genre - 60
CPRP for Reach genre - Rs 35000/-
Hence investment on Reach genre = 35000 x 60 x ACD
83. Channel selection
90 Reach % Time spent 500
80 450
70 400
60 350
300
50
250
40
200
30 150
20 100
10 50
0 0
Sahara
Sony
StarPlus
SAB
ZeeTV
Viewer spends 4 times more time on Star Plus compared to Sony & Zee
=> Star to be main driver channel. Other channels for incremental reach
84. +
Set benchmarks
REACH CHANNELS (past benchmarks)
Focus on bettering deals within the same outlays as previous year
Gradually increase the monies allotted to these channels to maximize
weeks on air
Improve prime time component, sponsorships, lower effective rates and
CPRP
FREQUENCY/NICHE CHANNELS (past benchmarks)
Focus on bettering the properties and ground events within the same
outlays as last year
Take a stance with the existing channels that better deals with on-ground
events have been received from channels that lost out on Idea deals last
year
85. +
Set benchmarks
REACH CHANNELS (quarterly deals last year) and
FREQUENCY/NICHE CHANNELS (quarterly deals last year)
Benefits on account of up front commitment for annual deals
Improve prime time component, lower effective rates by adding
additional allocated monies gradually
Flexibility in choosing properties, with first right of refusal on special
events, programmes and blockbusters. This is to safeguard our interest if
any interesting property comes up during the year
86. +
Setting the ball rolling
Written brief sent to every media partner =>every partner given the
option to pitch for the allotted budget
For reach channels, ER and CPRP used as the measure for evaluation
For frequency/niche channels properties built around Idea and
ground events associated with the properties evaluated
87. +
Brief – Star Plus
ANNUAL DEAL - Aug’03-Mar’04
Media investment - Rs. 5,85,00,920
FCT availed - 12400
Prime:Non prime - 34:66
ER - 47178
CPRP - 21720
Value additions
8 wks Asso spon of Kehta Hai Dil Tue/21.00
8 wks Asso Spon of Kahin Kisi Roz Mon-Thu/23.30
8 wks Asso Spon of Saara Akash Thu/21.00
88. +
Going forward – Media requirements
ANNUAL DEAL - Apr’04-Mar’05
Media investment - Rs. 540,00,000
ACD - 30 sec
Prime:Non prime - 50:50
Prime (20:00-24:00, No spots to appear post 24:00)
Nonprime (08:00-20:00) only on weekends
Weekday:Weekend - 50:50
CPRP - 19725 (Normalised to 10 sec)
Value additions
Association with prime time properties/events
No. of properties to exceed previous years offering
First right of refusal for sponsorship on Special properties (events/blockbusters)
89. +
Basis for negotiation
Channel performance
Competitive presence
Plans for the year – big properties, exclusivity etc
90. +
Background
ANNUAL DEAL - Aug’03-Mar’04
Media investment - Rs. 40,00,000
FCT availed - 18180
Prime:Non prime - 66:34
ER - 2200
Value additions
IDEA SERIES
13 wks series titled “IDEA” created around a unique programming line up (with 9-
10 promos across the day - 4 promos for 3 months)
PR press screening in 3 cities (Del, Pun, Hyd). Discovery-Idea co branding at
screening and media kit
13 wks Asso Spon of Science Frontiers Tue/20.00
13 wks Asso Spon of Night Safari Sun/22.00
91. +
Going forward – Media requirements
ANNUAL DEAL - Apr’04-Mar’05
Media investment - Rs. 40,00,000
ACD - 30 sec
Prime:Non prime - 80:20
Prime (20:00-23:00)
Nonprime (08:00-20:00) only on weekends
Weekday:Weekend - 50:50
Time bands to be selected as per our requirements
ER - 1900/10 sec
92. + Going Forward - Media Reqmnts contd
Value additions
INNOVATIONS to be worked around the brand proposition “Stay connected.
An Idea can change your life”
To create relevance of the brand proposition by showcasing how ideas
change the way people live work and play
Association to go beyond sponsorships,tag on, branding
Association with ground events within IDEA markets
No. of properties to exceed previous years offering
First right of refusal for sponsorship on Special properties
All properties created for the brand become exclusive to the client to use at
their discretion
93. +
What we got eventually…
13 episodes of Idea series to be aired later in the year
This will air three times a week for 13 weeks
Customised promo to run at a high frequency to drive viewership to the
programme
‘What’s the big Idea?’ contest to be aired during the episodes
This contest promo would be used to create hype for the on-
ground+mobile+online contest
The on-ground contest would run in 8 cities (exact cities TBC). Location for on-
ground would range from College campuses to Café Coffee Day outlets and other
hot-spots
Screening of the series would be done in approximately 14 colleges across two
cities (Delhi and Pune) on 50 sqft screens
Participants can write in and say what their big Idea is
Winners with the best Ideas (5 in all) to be captured on air on the channel