Media orientation

1. August 2010
Media Orientation

2. Scope
Media Planning Process
Media Terminologies

3. Media Planning Process

4. The Media Work Flow
Strategic Media
Planning
Implementation
Planning
Negotiations / Buying
Plan Implementation

5. Elements of Media Planning
Competitive
Analysis
Target Audience
Definition
Market
Prioritization
Media Weight
Setting
Media Mix Scheduling

6. EVALUATING
COMPETITION

7. Competitive Intelligence
 Reported expenditures
Competitors’ spending patterns, scheduling
strategies/tactics, geographic skews etc.
 Creative executions
Positioning, Complexity of message, Target Audience,
Communication Objectives
 Market intelligence
Likely happenings, degree of success of past competitive
strategies etc.

8. WHO?
THE TARGET
AUDIENCE

9. Target Audience
Issues
 How do we effectively define TA in media terms ?
 Is the TA same in all markets ?
 Is the TA same for theme and scheme ?

10. Identifying the Target Audience
 Demographic variables
Sex, Income, Age, SEC, Occupation, Marital Status etc.
 Socio-psychographic variables
Lifestyles, Attitudes etc.
 Product usage variables
Heavy/Medium/Light or Non-users
 What is our source of business?
Category/Competitors, Sole/Primary/Secondary/Non-users
 Need to address multiple segments
End consumers, Decision Makers, Influencers, Buyers

11. Defining the Target Audience
Primary
Secondary
Influencers
Influencers
Example: Defining the TA for a Color Television brand…

12. Target Audience Redefined
Parameter Old TA New TA Remarks
SEC AB ABC
55% increase in
buying audience
Gender All Male
90% of purchase
decision made by
the male
Age 25+ 25+
The age definition to
be retained
Old TA: As per Client Brief

13. The old SEC definition leaves out 27% of
CTV buying population
0
10
20
30
40
50
60
70
80
90
100
% of All Buyers of CTV
49
76
AB ABC

14. Decision Maker is Male
Parameters All Top 8M Oth 10L+ 5-10 L 1-5 L <1 Lakh
CTV owners 57042 21115 7379 5358 11193 11997
Decision maker
Male 89 87 90 89 91 91
Female 11 13 10 11 9 9
Clearly the purchase decision is male skewed. As one goes
down Town-class the decision making gets further skewed

15. Decision Maker 25+ years
Parameters All Top 8M Oth 10L+ 5-10 L 1-5 L <1 Lakh
CTV owners 57042 21115 7379 5358 11193 11997
15-19 0.3 0.3 0.3 0.4 0.3 0.4
20-24 2.2 2.3 2.4 1.9 2.4 1.8
25-34 17.6 18.8 17.8 15.3 16.6 17.3
35-44 28.2 28.8 28.1 27.8 27.8 27.7
45+ 51.7 49.8 51.3 54.6 52.9 52.9
Thus… The new TA definition –
M, SEC ABC, 25+ years

16. WHERE?
Prioritization of Markets

17. Market Prioritization
Issues
 How important is each market for the brand ?
 How responsive is each market to media ?
 What are the non-media factors that influence
sale in each market ?

18. What do we need to do for Market
Prioritization?
 Look at the Distribution
 Look at Brand Volumes
 Brand/Category Development
 Competitive Advertising
 Past history of market’s performance
 Sales force input
 Local market quirks
 Media cost
 National delivery in local markets

19. Market Opportunity Index (MOI)
 Brand Development Index (BDI)
Ratio of brand consumption intensity to population intensity
i.e . % local market brand sales
% local market population
 Category Development Index (CDI)
Ratio of category consumption intensity to population intensity
i.e. % local market category sales
% local market population
 Market Opportunity Index (MOI)
Ratio of CDI to BDI

20. Using BDI, CDI & MOI
Strategy
Key Priority Areas
High BDI and high CDI
Strong markets; invest in and build on them, minimising risk and
maximising potential
High BDI and low CDI
Maintain current ad spend levels and react in line with competition
High Potential Areas
MOI > 1
Opportunity areas, where category is strong, but brand is weak. Invest
after looking at distribution, growth, media strengths

21. Media Objectives
Media Weight Setting

22. Media-Weight
Issues
 How much is enough ?
 How much in first week, and how much in later weeks ?
 How much on each advertisement if two of them run
parallel ?

23. Setting Media Weights
Set Effective Reach
Set Effective Freq
Determine the number of
exposures the consumer needs to
get in a purchase cycle
Determine the point where cost
of incremental reach is exorbitant
• These are the building blocks of Media Weights
• These vary by market and by brand
• These could vary by Theme V/s Promo

24. MEDIA MIX

25. 3 Guiding factors
1. Reach of Media
2. Cost Efficiency of Media
3. Role of Media

26. 1. TV Reaches more
0
10
20
30
40
50
60
70
80
90
100
AP TN WB
Press
TV
%

27. 2. TV Costs Less to Reach More
Market CPRP CPRP
Print TV
200cc BW 30"
National 103468 43123

28. 3. Role of Media
Factors TV Dailies Magazines
Image High Low High
Impact High High High
Memorability High Low Medium
Information Low High High
Focused Targeting Medium High High
Immediacy Medium High Low

29. Implementation Planning

30. The Implementation Planning Brief
Implementation
Planning
Channel Evaluation
Programme/
Publication
Evaluation
Plan Implementation
Check for
Deliveries
Post Buy Analysis
The Implementation Planning Process

31. Scheduling

32. Timing Objectives
 Determine best time to advertise
Weeks of year
Days of week
Times of day
 Establish a scheduling pattern that
Achieves communication goals
Minimizes non-advertising periods
Recognizes competitive activity

33. Scheduling Patterns
Continuity
Flighting
Media weight scheduled for many weeks
throughout year
Intermittent, with gaps in advertising
Pulsing Continuous advtg with heavier weight in some
months - flighting and continuity combined

34. Scheduling Patterns
Continuity
Pulsing
Flighting
 Covers entire purchase cycle
 Constant reminder
 Improves media discounts
 Similar to Continuity
 Allows for timing deviations
 Used due to budget limitations
 Sharp seasonal fluctuations
 Competitive advantage
 Affordability
 Affordability
 Consumers are
always buying the
product
 Consumers forget
during non-advtg
periods
Pattern Pros Cons

35. Media Terminologies

36. Terms explained
 Target Audience & Universe
 TV
o Ratings
o GRPs
o Coverage (Reach)
o Average Frequency
o Cost per GRP
o CPT
o Frequency Distribution
o Effective Reach
 Quick Quiz
 Print Media

37. Introductory Terms
TARGET AUDIENCE
 Definition : The demographic group that has been identified as
the key consumer group for the brand. All
marketing/advertising activities are concentrated on
reaching/appealing to this group.
 For Example: Brand A’s target audience is 16-60 year old Women.
(Market X) Brand B’s target audience is Women aged 18-40 yrs.
UNIVERSE
 Definition : The actual number of individuals within the
defined target audience.
 For Example: The 16-60 yr Women universe is 5,000,000.
(Market X) The 18-40 yrs universe is 2,750,000.

38. Television

39. How a TV Rating is measured .......
Using People-o-meters:-
Meter
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
* *

40.  Using the Diary Method :-
 Research company determines representative sample
 Weekly diaries circulated
 Panel members complete diary
 Instructed to complete on a daily basis
 Research company has no control over panel
 Could be completed just prior to collection
 Accuracy dependent upon memorizing viewing habits
 Diaries collected and processed by research company
How a TV Rating is measured .......

41. People-o-meter vs. Diary
 PEOPLE METER
 Based on actual viewing
 Push button technology
 High degree of Accuracy
 Minute by minute GRPs
 Immediate Results
 Ability to monitor new stations
quickly
 Guest Viewing Facility
 On-line access providing cross
tabulations
 Increased targeting options
 Reach & frequency data
 DIARY
 Based on recalled viewing
 Manual self completion
 Less accurate
 1/4 hour GRPs
 2/3 week delay in reporting
results
 Panel viewing only
 Paper access only
 Delay in reporting new stations
 Lack of targeting options
 Limited reach & frequency data

42. 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
In Practice : 18-40 yrs Women watching Prog. A - 1,110,000
18-40 yrs Universe - 2,750,000
Rating - 40%
Question: If 9,00,000 Housewives saw our commercial during
programme “X” and the universe for Housewives is 36 lakhs, what
rating did we achieve?
Television Rating Point (TRP)

43. Gross Rating Points (GRP)
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
Serial 1 32
Serial 2 21
Movie 18
Sport 24
News 15
110
- 110 GRPs achieved
Question: How many GRP’s would be achieved by a campaign with two
spots in a movie (achieving 21% rating on one occasion
& 25% rating on the other), a spot in a serial (achieving
a 18% rating) & a spot in the News (achieving 16% rating)?

44. Definition : %age of the target audience who saw
the commercial at least once during a given
campaign period.
In Practice : Programme
Serial 1
Serial 2
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 (Net Reach)
Question: If we did not have the News on the above schedule, how
many GRPs and what Reach would this campaign achieve?
GRPs - 95
Reach - 59%

45.  Reach:
 As insertions/ spots are added to the media schedule, only the audience
not previously exposed to the message are added to the reach total
 Thus, once a person is counted as reached, that person is not counted
again no matter how many times the person is exposed to the vehicle
To cut a long story short…Reach is always unduplicated

46. 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

47. Short Quiz
Question:
350 GRPs and 7.0 Av Frequency = ? % Reach
80% Reach and 5.0 Av Frequency = ? GRPs
400 GRPs and 80% Reach = ? Av Frequency
300 GRPs and 55% Reach = ? Av Frequency
350 GRPs and 60% Reach = ? Av Frequency
50
400
5.0
5.45
5.83

48. Definition : The cost of buying one rating point.
Formula : Cost ÷ GRPs = Cost per rating point
In Practice : Rs 440,000 ÷ 55 GRPs = Rs 8000 cost per rating pt.
Question: If your cost per GRP was Rs 10,000 and your budget was
Rs 12 lakhs for the month, how many GRPs would you
expect to buy?
Cost Per Rating Point (CPRP)

49. Definition : The cost of reaching 1000 individuals within the
campaign target audience.
Formula : Cost
(GRPs ÷ 100) x Universe
In Practice : Rs 12,00,000 cost; 110 GRPs; 50,00,000 Universe
12,00,000
1.1 x 50,00,000
Question: Work out the CPT given the following components :
Universe 65,00,000
Campaign Cost Rs 20,00,000
Eight spots on the schedule that achieved the
following individual ratings : 23, 18, 24, 16, 9,
31, 17 and 12
x 1000 = CPT
x 1000 = Rs 218 CPT
Cost Per Thousand (CPT)

50. Definition : The percentage of the target audience who have
seen the commercial at the defined optimum
frequency levels.
In Practice : The optimum frequency level to achieve brand
awareness may be 3+. The effective reach in the
example below is therefore 44%.
Effective Reach
Frequency Distribution
Frequency 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+
Reach% 63% 55% 44% 31% 23% 15% 11% 7%

51. The following schedule was constructed against the target audience Housewives 18-49
years. The universe for the target audience is 7,800,000 and the campaign cost is Rs.
110,000.
Programme
Music Countdown
Baywatch
Movie
TTMM
Dynasty
L.A. Law
Cheers
Saans
Rating
19
14
9
13
21
7
15
18
Unduplicated Reach
19
11
3
7
8
2
5
8
63
Cumulative Reach
19
30
33
40
48
50
55
63
63%
1) What GRP’s did this campaign achieve?
2) What is the Average Frequency?
3) What is the cost per GRP?
4) What is the CPT?
5) If Saans was not on the schedule, how many GRPs would the
campaign have achieved and what would the campaign reach have been?
Quiz Summary
116
116/63 = 1.84
110,000/116 = Rs. 948
Rs. 12.16
GRP=98, Reach=55%

52. Print Media

53. Newspapers / Magazines
Circulation
Definitions : The number of copies each edition sells.
In Practice : India Today (E) has a circulation of 414,000 copies.
Readership
Definition : The total number of adult readers for each title.
In Practice : India Today has a circulation of 414,000, but an average
of 13.9 readers per copy.
Total Readership = 13.9 x 414,000 = 57,80,000
Composition
Definition : The number of readers per title who fall into our target
audience - expressed as a percentage of the readership.
In Practice : Readership - 57,80,000
: Composition of Men Readers 78%
: Total Men reading Readers Digest =
57,80,000 x 78% = 45,13,000

54. A Rating
Definition : The percentage of the target audience who saw
the insertion..
1 rating point = 1% of the target audience.
Formula : (Audience Achieved ÷ Defined Universe) x 100 = Rating
In Practice : All Men reading India Today - 45 lakhs
All Men Universe - 3555 lakhs
Rating - 1.2%
Question: If 356,000 Women 25+ SEC AB saw our insertion in “Femina” &
the universe for Women 25+ SEC AB is 156 lakhs, what rating did
we achieve?

55. Thank You