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I N S I G H T S • I D E A S • R E S U LT S
Media familiarizationJune 2013
Environment has resulted in growing media options & choice …
“Film did not wipe out theatre.
Television didn’t wipe out Print & Radio
New Media will not wipe out traditional media
It will simply give consumers more choice”
Idea
Customer Service
Outdoor
Event/ Sponsorships Magazines
Radio
Newsprint
Television
Telemarketing
Placement/ Product
Sampling
Branded Games
Banner Ads
Full-pageBanners
Branded Mobile
Phone Sites
iTV
Elevator Advertising
Branded Screens
Viral Mail
Mobile Mkt.
Branded CDs
Branded WebContent
Media Fragmentation
Point of Sale Face-to-Face
Outdoor/Cinema
1990
Press
Terrestrial TV
AIR
Cinema
Outdoor
Press
1995
Terrestrial TV
AIR
Satellite TV
Cinema
Outdoor
Press
2000
Internet
AIR
FM Radio
Terrestrial TV
Satellite TV
AIR
Malls
Gaming
Multiplexes
FM Radio
Press
Mobile/SMS
Satellite TV
Internet
2005
Terrestrial TV
OutdoorCinema
2010
Broadband
DTH
IPTV
Webcasting
Malls
Gaming
Multiplexes
FM Radio
Press
Mobile/SMS
Satellite TV
Internet
Terrestrial TV
AIR
OutdoorCinema
Evolving media landscape
New technologies changing the face of Indian media and providing greater access to media
4000+ unaudited titles… ABC relevance on the decline
449 Channels supported by advertising
Growing steadily
Overwhelming television growthfollowed by radio since 1993
Growing steadily
Proliferation, Fragmentation And New Genres
News/BizStar NewsAaj TakZee NewsCNNCNBCBBCCNN IBNNDTV 24 x7Zee businessHeadlines TNDTV ProfitChannel 7IBN 7India TVSahara Samay
GECStar PlusSonyZeeZee NextSABSaharaINXNDTV ImagineColorsStar OneZoomStar UtsavBindaasDD NNW
Movie (h)Zee CinemaSet MaxStar GoldFilmyB4uCVOBindaas
MTVChannel VB4UETCMusic IndiaVH1
SportsESPNStar SportsDD SportsTen SportsMax, Zee sportsNeo SportsDD Sport
Movie (e)Star MoviesHBOStar WorldZee CafeZee Studio
InfotainmentDiscoveryNGCDisc T&LNDTV Good timesAnimal PlanetHistory
Kids/CartoonCartoon NetworkNickelodeonDisneyHungamaPogoAnimaxJetix
Music
Across local languages too
APGeminiEenadu TVEenadu 2Maa TVTV 9Siti CableZee teleguTejaDD8
TNSun TVRaj TVKTVJaya TVSS MusicSun NewsVijaya TVRaj D PDD5
KarnatakaUdaya TVU2Ushe TVEenadu-KZee-KSuvarnaDD9
KeralaAsianetSuryaAsianet PAsianet NKairaliPeople TVJeevanTVAmrita TVDD4
WBZee BanglaETV BanglaAkashTara NewsTara MusicKolkata TV24 ghantaStar anandaDD7
MaharashtraZ MarathiETV MarathiMi MarathiZee 24 TaasIBN lokmatStar MajhaDD10
Punjab ETC Punjabi MH1 Z Punjabi Balle balle DD Punjabi
North east NE TV NE hi-fi DD NE
I N S I G H T S • I D E A S • R E S U LT S
Media Terminologies & Processes
Agenda
1. Media Terminologies
2. Media Planning – Process
3. Media Buying – evaluation
4. Post campaign evaluation
© 2012. Proprietary and confidential.9
Terminologies
Medium
• a carrier & deliverer of messages (advertisements)
• So, is Times of India a medium?
• No.. It is a media vehicle
Media vehicle:
• a specific carrier within a media category
• The medium : Print or Television
• The vehicle :
• Print: TOI, Hindu, Femina, Savvy
• Television: Big Boss, Yeh Rishta Kya … Dance India Dance, master Chef
© 2012. Proprietary and confidential.10
Most frequently used television terminology
Effective Reach
AOTS
TVR
Affinity
GRPs
Effective frequency
Reach
CPRP
Effective Rate
RODP
ROS
Reach
Do not watch TV
Total individuals available 10
individuals who watched for at least 1 minute
6
Hence Reach = 6/10 = 60%
The % of target audience who saw a particular content on TV for at least 1 minute during an evaluation periodReach is always unduplicated
TVR
Do not watch TV
A Time Weighted figure which takes into account time spent by a viewer along with reach
Total Program Duration = 5 Mins.
Reach = 6/10 = 60%
TVR = 2/5 + 0/5 + 3/5 + 0/5 + 1/5 + 0/5 + 5/5 + 2/5 + 0/5 + 1/5 10
Therefore, TVR = 0.28 or 28 %
TVR = Percentage of viewers weighted by their amount of viewing time Total TV Universe
Average TVR
It’s the Mean TVR (Duration Adjusted) achieved within a specified period (provided it is for the same Market & for the same TG)
The duration is adjusted for as follows…
Episode No. TVR (%) Duration (mins.)
TVR x Duration
1 5.6 20 112
2 8.2 35 287
3 6.25 40 250
4 8.9 25 222.5
Average TVR = 112 + 287 + 250 + 222.5
20 + 35 + 40 + 25 (Total Duration)
=7.26
Gross Rating Points (GRP’s)
The summation of the exposure opportunities for all the elements in a media schedule
A measure of the total gross weights delivered by all vehicles in a TV schedule/plan
The product of reach and frequency
Used to express the “tonnage” of exposure generated by a campaign
GRPs on television
© 2012. Proprietary and confidential.16
Sum of all individual ratings achieved during a campaign.
Can be for a genre, channel, day-part, market, target group, program or combinations of programs. GRP levels are usually measured and reported over a monthly or weekly basis
In Practice, if an ad appeares in the following programmes :
Program TVR
Balika Vadhu on Colors 10.8
Bidai on Star Plus 8.6
Jai Shri Krishna on Colors 6.3
Yeh Rishta Kya…on Star Plus 6.1
Jodha Akhbar on Zee 3.7
PT Movie on Zee News 1.3
Total GRPS for above plan 36.8
~ GRP indicates the strength of a media campaign v/s others
The Difference Between Reach and Frequency
AOTSReac
hReac
h
Reach vs AOTS
When duplication is low, reach increases and AOTS
decreases
When duplication is high reach decreases and AOTS
increases
Dup = 10%Reach = 63%AOTS = 2.5
AOTSReac
hReac
h
Reach & AOTS have an inversely proportional relationship
Dup = 40%Reach = 48%AOTS = 4
CPRP (Cost Per Rating Point)The cost of buying one rating point in the TGUsed for comparing/evaluating cost efficiency of program/program mixesCPRP will differ from channel to channel and audience to audience
FormulaTotal Cost ÷ Total GRPs = CPRP
1. In Practice Rs 22,000 ÷ 55 GRPs = Rs 400 cost per rating point
CPRP calculation
Channel Prime Time TVR (%)
30 Sec slot cost (Rs) CPRP (Rs)
ZEE TV 4.8 200000200000/4.8
= 41666
Star Plus 8.2 500000500000/8.2
= 60975
Sony 3.25 150000150000/3.25
= 46153
Sahara 1.2 3000030000 / 1.2
= 25000
CPRP calculation is undertaken to get all available options on a single base for evaluationThe most efficient spot is Sahara followed by Zee TV in above example…
Norms for CPRP calculation….1. Always calculated on :
– 10 secs average
– Have same base – TG, Markets, Period of evaluation
Normalizing the GRPs : Weighting the actual GRPs basis the duration of the commercial to 10 secs
NGRP = GRP x ACD
10
TV Specific Metrics
Channel Share
Defined as the percentage of total TV viewing that is spent on each channelEg.
Channel Reach 000s
Av Hrs Per Viewer
Time Spent(Rch 000s x Av
Hrs / Vwr)
Channel Share (%)
Star Plus 100 4 400 77
Zee 20 1 20 4
Sony 50 2 100 19
All Channels* 110 5 520 100
Note: With the assumption that these are the only channels in India
Channel Share
2 types of Channel Shares :Absolute ShareRelative Share
Absolute Share = Channel Share with ALL channels as a Base
Relative Share = Channel Share with all channels from the same Genre as a Base
TVR of a Daypart or Programme
Any Channel TVR within the same Daypart
TVR of a Daypart or Programme
Genre TVR within the same Daypart
Absolute Share =
Relative Share =
Channel Share
Reg33%
GEC26%
Movies (h)8%
Sports7%
News (e)6%
Music4%
Eng Ent4%
Others12%
Reg34%
GEC24%
Movies (h)9%
Kids5%
Sports5%
News (h)5%
Music2%
Eng Ent3%
Others13%
CS 4+ All India
CS 15-24 ,AA , SEC AB , Metros
CS 15-34 , AA , SEC ABC, HSM
Reg35%
GEC25%
Movies (h)10%
Sports5%
News (h)5%
Music2%
Eng Ent3%
Others15%
EVALUATING THE COMPETITION
Benchmarking Against Competitive Noise Levels
A brands share of the total advertising expenditure for the product category in a given period
A brands share of the total advertising GRP for the product category in a given period
Brands Spends (Rs Crs) SOE %
A 5 42B 3 25C 2 17D 1 8E 1 8
Total 12 100
Share of Expenditure : SOE
Brands GRPs SOV %A 450 39B 350 30C 210 18D 50 4E 100 9
Total 1160 100
Share of Voice : SOV
Note : Adex report the card rates and hence, the cost reflected is normally higher than the actual
1. Regionality, seasonality and scheduling patterns
2. Budget and media mix used by each brand
3. Marketwise media mix and media weights
4. New launches or roll-outs and operating levels used for launches or sustenance activity
Captures...
Basic Print terms
Reach ?
AIR ?
AOTS ?
Circulation ?
Periodicity ?
Periodicity
The time span between two consecutive issues of a publication
Example,Times Of India is a “Daily”India Today is a “Weekly”Femina is a “Fortnightly”Elle is a “Monthly”Savvy Cook Book is a “Quarterly”Manorama Year Book is an “Annual”
AIR (Average issue readership)
Defined as the percentage of the target audience who have read or looked at any issue of publication within a specific time interval which is equal to the periodicity of the publication
Eg in the Mumbai MarketTotal number of SEC AB, All Adults , 25+ years = 2416000People reading Times of India daily = 733000People reading Reader’s Digest ( monthly) = 175000
TOI Readership = 733000/2416000 x 100 = 30.33 %Reader’s Digest Readership = 175000/2416000 x 100 = 7.24 %
Press & Magazines
Circulation
Definition
It is defined as the number of copies of a publication distributed based on average number of issues
In PracticeThe Readers Digest has a circulation of 4,58,000 copies.
Readership
DefinitionThe total number of adult readers for each title
In PracticeThe Readers Digest has a circulation of 4,58,000, but an average of 8.5 readers per copy.
Total Readership = 8.5 x 4,58,000 = 38,93,000
Agenda1. Media Terminologies2. Media Planning – Process3. Media Buying – evalaution4. Scheduling patterns5. Post campaign evaluation
Media planning is…1. Dependent on the identification of the right target audience and
markets
2. Understanding the media environment
3. Analyzing the consumer’s media habits
4. Arriving at the right strategy
The Process…
Step 1 : In The Process1. Client briefing
2. Situation Analysis
3. Define target groups
4. Define media habits
5. Define geography
6. Set communication objectives
7. Define communication strategy
Step 2 : In The Process
1. Choose Media & Define Role
2. Allocate Budget
3. Plan each medium
4. Detail out The Media Plan
5. Scheduling
Step 3 : In The Process1. Buy relevant media
Negotiate and fix the ratesBook spots/adMonitor placementEvaluate post plan with pre plan recommendations
Client Brief1. Should contain the following as detailed as possible:
• The Business Landscape
2. The background to the business, the category, the market. The underlying trends, the issues, the lastest developments. Sales data, consumer data, Competitor data• The Proposition
3. What is the product/service proposition? What are the key benefits for the consumer? Why would they buy/use this product?• The Business Objective
4. What is the problem? What needs to be achieved?• The Marketing Strategy
5. How will marketing help achieve the business objective? What are the intended tactics in terms of price, distribution, pack size, product format, promotions etc – as much detail as possible• The Communications Objective
6. What will the brand communications need to do in order to help deliver the marketing and business objectives. This can even be a hypothesis at this stage
Client Brief• Consumer Understanding
1. Profiles of the customer base(current and prospective). A measure of current and future value of each segment. A prioritization of the segments• The Brand DNA
2. The brand identity, its essence and personality• Investment Analysis
3. What is the appropriate and/or available total marketing budget required to meet the objectives?• Mandatories
4. Eg. Campaign start and end dates, geographic consideration, • Creative
5. Is the creative idea already in development or existing creative in place.
Situation Ananlysis1. Competitor scenario
2. Market scenario
3. Media scenario
Defining the target groups1. Define demographically
SexMHIAgeEducationOccupationSEC
2. PsychographicallyMindsetAttitudesBehaviour
IRS
TGI
Diana a Garnier user , is 40 years old ; Open to enjoying what life has to offer. Her city Nagpur is changing at a fast pace and so is she. Her kids are the new techno kids and study at the best schools. She works part time in an Art gallery, as she wants to have a career which does not eat into her family time. Seeks a work life balance that helps her still be around her family. She feels she meets interesting people because of her work and it increases her exposure to the world at large; Likes shopping at malls ;interest pans trying new cuisines, food and nutrition, health & wellness tips ; While not deeply religious is a regular church goer and partakes in charity drives
Age : (G-34.8 ; L-34.2 years old)Sec : A (G-30%,140 ; L-38%,180) T Class : G-10-40 L(22%,128) & L-Met (61%, 189)Part time working, College
Heavy hair color User (14-16%, 117)Convince others on toiletries & cosmeticsAlso use amla, coffee, henna & egg to condition hair Tint and color hair
Demographically, The mature upper sec Metro / Mini metro consumer
Behaviorally, some similarities on outlook to career and health comfortable with technology but not techno freaks
Cinema ( 18%, 149; 32%,267) , G-Mag(23%, 159); L-Radio (52%,260)Medical , slimming, home decoration, Art & puzzles/crosswordReality shows, EFF, comedy & game shows
It is important to change jobs frequently for a faster career growth,138;176 I have a periodic health check-up even when I’m feeling fine, 137;169My children know more about electronics than I do , 133; 144G- I like to try out new dishes – Indian and Foreign , 135G- I prefer to do my grocery shopping in super markets , 133L- It is ok to work in unconventional careers, 176L- With a credit card I can buy the sort of things I couldn’t normally afford,174
22 year old Ankita is a college student in Mumbai , was introduced to L’Oreal by her Aunt Savvy(short for Savita) a regular hair color user for the last 6 yearsAnkita likes to experimenting with her hair - highlights, ironing,; likes to be in the limelight… showing off among her friends ; She also RJ’s for radio and thinks its cool career choice, life without mobile and music would be so boring. Facebook helps her keep in touch with friends and family in India and abroad; Keeping tabs on what's new…wrt to brands, grooming & shopping keep her busy …
Legend key : G – Garnier ; L- L’Oreal Where not specified the first set of figures are for Garnier and the second for L’Oreal
Diana
Ankita
SEC Grid Education
Occupation
No of employees Illiterate
School upto 4 yrs/ literate but no formal schooling
School 5-9 yrs
HSC/ SSC
Some college but not graduate
Grad./ Post Grad Gen
Grad./ Post Grad Prof
Unskilled workers E2 E2 E1 D D D DSkilled workers E2 E1 D C C B2 B2Petty Traders E2 D D C C B2 B2Shop owners D D C B2 B1 A2 A2
Businessmen/ IndustrialistNone D C B2 B1 A2 A2 A11-9 C B2 B2 B1 A2 A1 A110+ B1 B1 A2 A2 A1 A1 A1
Self Employed Prof D D D B2 B1 A2 A1Clerical/Salesmen D D D C B2 B1 B1Supervisory level D D C C B2 B1 A2Officers/Executives Junior C C C B2 B1 A2 A2Officers/Executives Senior B1 B1 B1 B1 A2 A1 A1
SEC A1+ is one category which also has an income filter (Rs 10,000 + per month).
Impact on Strategy1. All media analysis focuses around the defined target audience - from
determining the target audience’ media habits to deciding a strategy to reach them effectively
2. Media Mix3. Vehicle Mix4. Coverage achievable5. Frequency required6. Cost
Impact of budget1. Media Mix How many media vehicles can be chosen2. Reach What proportion of TG can be reached3. Frequency The no of repeat exposures possible
Coverage No of markets that can be covered Schedule How often in the time period can one be present in media
Scheduling1. Is it scheduled at the right time?2. Is there enough pressure/impact?-Or is it spread out3. Are there adequate GRPs /burst?4. Is it different from competition?5. Has the consumption pattern been looked at? E.g. morning or monthly or
seasonal
Three Scheduling Methods
Drip
Pulse
Flight
Jan Feb MarApr May Jun Jul AugSep Oct Nov Dec
What to look for in a media plan ?1. Reach2. Effective Frequency3. AOTS4. CPT/CPRP5. Budgets6. Average creative size/duration7. # of spots/insertions8. Scheduling
MEDIA BUYING
Evaluating Deals1. Packages from different channels are compared basis CPRP within the
Genre2. Channels are chosen basis the deal efficiency in terms of –
– CPRP
– PT component
– Sponsorship entitlements
Evaluating the deals …..
Programme Name Timeband Day FCTAvg TVR GRP
Do Saheliyan (O) 2230 hrs Mon-Thurs 1600 1.55 248Pavithra Rishta ® 1130 Hrs Mon-Thurs 3500 1.26 441Dance India Dance ® 1730-1900 hrs Fri 2300 0.58 133.4Pavithra Rishta ® 1100-1200 hrs Fri 3000 0.96 288Weekday RODP 0900-1800 hrs Mon-Fri 2000 0.76 152Pavithra rishta (R)/Agle Janam ® 1830 Hrs Mon-Thu 2000 1.01 202Ghar Ghar mein (O) 1900 Hrs Mon-Fri 2000 1.14 228Choti Bahu (O) 1930 Hrs Mon-Fri 1000 5.08 508Karol bagh (O) 2200 Hrs Mon - Thurs 2000 2.95 590Pavithra Rishta (O) 2100 Hrs Mon - Fri 400 7.24 289.6Pavithra rishta ® 2330 Hrs Mon-Fri 2000 1.07 214RODP 1800 - 2400 Mon - Fri 620 3.11 192.82Sat HFF 1630 hrs Sat 6000 0.9 540RODP 0900-1800 Hrs Sat/Sun 6000 0.55 330 Total 34420 4108.82
Deal value : Rs. 29000000GRP : 4108CPRP /10 secs : Rs.7059PT : 27%
Evaluating Niche Channels….1. Niche channels cannot be evaluated basis CPRP2. Niche channels are evaluated basis the channel share, affinity towards the
TG, and the brand association
Channel Channel Share Affinity Aaj Tak 1.03 184Star News 0.72 141India TV 0.66 147NDTV India 0.63 217Zee News 0.47 152IBN 7 0.43 148Live India 0.28 156IBN Lokmat 0.23 144News 24 0.23 135TEZ 0.22 129DD News 0.15 125Samay 0.10 125CNEB 0.05 125India News 0.02 200
Hindi News
Channel Channel Share Affinity CNBC TV18 0.25 278Bloomberg UTV 0.05 125ET Now 0.08 267NDTV Profit 0.08 133CNBC AWAAZ 0.13 163Zee Business 0.11 183
English & Hindi Business News
Channel Channel Share Affinity Times Now 0.33 330CNN IBN 0.22 220NDTV 24x7 0.21 210Headlines Today 0.12 171BBC World 0.03 300News X 0.03 100
Channel Channel Share Affinity AXN 0.09 100Fox History & Entertainment 0.06 120Star World 0.06 150Zee Cafe 0.03 100
English Entertainment
English News
Channel Channel Share Affinity Star Movies 0.41 114PIX 0.21 117HBO 0.20 100World Movies 0.09 180Zee Studio 0.07 117WB 0.03 60
English Movies
Niche channels - evaluation
ChannelPrime Time % ER
Star Movies 50 4250HBO 50 3200PIX 50 1500AXN 50 1500Star World 50 1200Zee Café 50 900Zoom 50 1200TLC 50 950NDTV Good Times 50 950
What went right and what went wrong in the executed plan?1. Planned vs actual comparisons of :2. Budgets/Spots3. Reach/OTS/GRP 4. Sponsorship associations /Tags