Roopam Garg of MEC Global conducted an interactive workshop on basics of media planning for delegates at Great Indian Marketing Weekend. Here are the slides for your benefit. Check out more on www.gimw.in

1. MEDIA
LANDSCAPE
+
Terminology
By Roopam Garg, MEC Global at
Great Indian Marketing Weekend
– www.gimw.in

2. INDIA - CONNECTED AND GROWING
150 mn

3. MOBILE, THE SECOND HIGHEST REACH
MEDIUM AFTER TV
Source: IRS Q4 2012, Q2 2009
%Penetration
63 56
20 18
3 4
35
86 81
35
23
5 9
5052
44
13 15
2 2
28
TV C&S Press Radio Cinema Internet Mobile
All India Urban Rural
2012
%Penetration
56
36
20 21
3 1
15
81
65
35
24
6 4
28
44
23
13 20
2 0.2
8.8
TV C&S Press Radio Cinema Internet Mobile
2009
Internet and Mobile under reported in IRS. As per IAMAI figures,
Internet population at 150 mn,
921 mn mobile connections

4. TELEVISION AND PRINT SPENDS HIGHEST,
DIGITAL FASTEST GROWING
3
2
5
15
2
28
4
12
5
7
15
6
32
8.5
Television Print Radio Cinema OOH Digital All Media
12 on 11 growth 13 on 12 growth
Source: GroupM TYNY WW 2012
6.6 BN2.73 BN 0.36 BN0.32 BN0.04M0.36 BN2.73 BN
% growth
US$

5. DESK
INTERNET
150 mn ENGLISH
PRINT
38 mn
DIGITAL IN PERSPECTIVE

6. CLAIMED
READERSHIP
7.5 mn
DAILY
REACH
10 mn
DIGITAL IN PERSPECTIVE

7. Source: comScore
ONE OUT OF THREE INTERNET USERS IN INDIA IS A
WOMAN

8. MORE PERSPECTIVE
Source: TV- TAM – Aug 2011, C&S Universe, 5Min + Unique Monthly Reach
YouTube – Comscore, IAMAI, Aug 2011 Unique Reach
Publication Readership
(000s)
Times of India 7142
Yahoo Home Page 4135
Hindustan Times 3347
The Hindu 2169
Deccan Chronicle 1152
Telegraph 1150
Mumbai Mirror 810
Economic Times 757
DNA 793
Yahoo! Home page is the
second largest English daily
YouTube is the 8th biggest
channel in the Country

9. ADVERTISING TO DIGITAL VIDEO
CONTENT
4BN 3RD 60%
Monthly YouTube Views Largest Video Market Growth in Online Video in 2013

10. THE DEMOCRATIZATION OF THE
MOBILEPHONE
921 180 74
Mobile Subscriptions GPRS Enabled Phones Smartphone Users
All Numbers are Millions

11. SOCIAL MEDIA AND MOBILE
FUELLING THE INTERNET
90 70 34
Facebook Users Access via Mobile Device Access via Feature Phone
All Numbers are Millions

12. TECHNOLOGY ENABLERS

13. THE NEW EQUATION
CONNECTED = ENGAGED

14. Media Terminology Basics

15. • Target Audience & Universe
• TV
• Ratings
• GRPs
• Coverage (Reach)
• Average Frequency

16. Introductory Terms
• TARGET AUDIENCE
• Definition : The demographic group that has been identified as
the key consumer group for the brand. All
marketing/advertising activity is concentrated on
reaching/appealing to this group
This needs to be layered with Behavioral understanding of consumers to
engage and connect with consumer

17. Socio-Economic Classification (SEC) Grid:
Print

18. SOCIO-ECONOMIC CLASSIFICATION GRID : URBAN
EDUCATION
OCCUPATION Illiterate Lit. no
sch/school
upto 4
years
Sch 5-9
yrs
SSC/
HSC
Some
college
Grad/
PG gen
Grad/
PG prof
Un Skld Wrker E2 E2 E1 D D D D
Skilled Worker E2 E1 D C C B2 B2
Petty Trader E2 D D C C B2 B2
Shop Owner D D C B2 B1 A2 A2
B’men/Ind with
no of employees :
…None D C B2 B1 A2 A2 A1
…1-9 C B2 B2 B1 A2 A1 A1
…10+ B1 B1 A2 A2 A1 A1 A1
Self Emplyed Prf D D D B2 B1 A2 A1
Clerk/Salesmen D D D C B2 B1 B1
Supervisors D D C C B2 B1 A2
Off, Exec – Jr C C C B2 B1 A2 A2
Off,Exec-Sr/middle B1 B1 B1 B1 A2 A1 A1

19. SOCIO-ECONOMIC CLASSIFICATION GRID : RURAL
EDUCATION TYPE OF HOUSE
PUCCA SEMI
PUCCA
KUCHHA
Illiterate R4 R4 R4
Literate but no formal school R3 R4 R4
Upto 4th std R3 R3 R4
5th to 9th std R3 R3 R4
SSC / HSC R2 R3 R3
Some college but not graduate R1 R2 R3
Grad / Post Grad [general] R1 R2 R3
Grad / PostGrad
[professional]
R1 R2 R3

20. Urban Markets :
• All statutory towns ie. All places with a municipal corporation, municipal board,
cantonment board or notified town area etc.
• All other places which satisfy the following criteria :
• A minimum population of 5,000
• 75% male working population in non agricultural (and allied) activity;
and
• A density of population of at-least 400 per sq.km.
Rural Markets :
• As per NRS : irrespective of population size, places which have 75% of the male
working population engaged in agricultural and allied activity (fishing, livestock,
plantation, etc)
• As per IRS : All areas not identified as ‘Urban’ are classified as ‘Rural’.

21. Introductory Terms
• TARGET AUDIENCE
• Definition : The demographic group that has been identified as
the key consumer group for the brand. All
marketing/advertising activity is concentrated on
reaching/appealing to this group.
• UNIVERSE
• Definition : The actual number of individuals within the
defined target audience.
• In Practice : The Whisper target audience is 15-45 year old Women.
The Philishave target audience is Men aged
18-40 yrs.
• In Practice : The 15-60 yr Women universe is 5,000,000.
(Market X) The 18-40 yrs Men universe is 2,750,000.

22. Television

23. Definition : The percentage of the target audience who saw
the programme/commercial
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
A Rating

24. Definition : The sum of all ratings achieved in a campaign.
(Note : GRP levels are generally measured and
reported on a 4 week basis.)
Gross Rating Points (GRP’s)

25. Definition : The sum of all ratings achieved in a campaign.
(Note : GRP levels are generally measured and
reported on a 4 week basis.)
In Practice : Our commercial appeared in the following
programmes :
Programme Rating
F 32%
D 21%
M 18%
S 24%
N 15%
110%
- 110 GRPs achieved (or 110% of defined universe)
Gross Rating Points (GRP’s)

26. Definition : The percentage of the target audience who saw
the commercial at least once during a given
campaign period.
Coverage (Reach)

27. Definition : The percentage of the target audience who saw
the commercial at least once during a given
campaign period.
In Practice : Programme
F
D
M
S
N
Rating
32
21
18
24
15
110 GRPs
Unduplicated Reach
32
11
9
7
4
63%
Cumulative Reach
32
43
52
59
63
63% Reach
Coverage (Reach)

28. Definition : The percentage of the target audience who saw
the commercial at least once during a given
campaign period.
In Practice : Programme
Friends
Dynasty
Movie
Sport
News
Rating
32
21
18
24
15
110 GRPs
Unduplicated Reach
32
11
9
7
4
63%
Cumulative Reach
32
43
52
59
63
63% Reach
Coverage (Reach)

29. Definition : The number of times, on average, the audience
reached sees the commercial during a given period.
Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average Frequency
Average Frequency

30. Definition : The number of times, on average, the audience
reached sees the commercial during a given period.
Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average Frequency
In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency
Therefore, 63% of the target audience will see
the commercial on average 1.75 times during the
given period.
Average Frequency

31. Print

32. •Reach: The number or percentage of a population group
exposed to media schedule within a given period of time
Reach = Total exposure of all HHLDs / Avg. Frequency
•Gross Reach: Total opportunities to see ads in a given
schedule (making no allowance for duplication)
•Net Reach: Assessment of the no. of people who have
at least one opportunity to see an ad in a given ad schedule
( making allowance for duplication)
Reach/Readership/Circulation Related Terms

33. •Average Issue Readership: Unless otherwise specified,
readership refers to AIR. It is estimated by determining the no.
who have read an issue within a specified time interval, which
is equal to the publishing interval of the publication. This is
known as recent reading method. But recent reading method
needs review because in rural areas irregular distribution is a
problem
•Duplication: The estimated number of people who read either
two or more given publications or two or more issues of the
same publication

34. •Claimed Readership: It is the estimated number of people who
have last read the publication in a definite time frame with a
frequency greater than zero [ever].
•Claimed readership of Magazines is relatively higher as
compared to a Daily.
–Essentially due to higher shelf life leading to higher pass
along readership

35. •Audit Bureau of Circulation: An organization formed
by media suppliers, advertisers, & advertising agencies to audit
the circulation statements of its member newspapers & magazines

36. Hits, Files, Page Views &
Visits
Understanding Digital Media Basic Metrics

37. Page views
•Also called impressions and exposures.
•A logical measure of usage based on what the user
receives.

38. Unique Vistors
•a single user session
•perhaps the most useful indicator but difficult to track unless
cookies are used.

39. CPM
Cost Per Thousand
•CPM is the cost to reach a thousand people.

40. Stickiness
•How long do users remain at a site?
•A pattern of usage measured in
•Time
•Pages
•Games and community sites are sticky; users stay on the site for a
long time.

41. Click-through Rate (CTR)
•How many people actually clicked on the banner
•Click-through initially averaged higher than it does
today. Down below 1%.
•Publishers argue that click-through rate fails to account
for value of an impression.
•Studies have shown that even when CTR is low the ads
still work

42. Summary
•Online Media provides critical reach for many brands
•TV + Online has potential to provide significant “lift” for most campaigns
•Online media strategy needs to translate your communication approach
•Creative Strategy counts
•Distinctive eye catching ads work harder
•Premium for large format is justified
•Coherence with online and offline media critical

43. Thank You
www.gimw.in