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Media Training - Eugen Terchila

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    May 2001

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    Research tools we use

    Graffiti/BBDO subscribed to peoplemeter measurement

    system

    AGB Data Research National and private TV

    Rating minute by minute

    Peoplemeter measurement for Bucharest + big cities (200,000+) and

    diary for urban & rural area

    Monitoring of the main television channels: Romania 1, TVR 2,

    PRO TV, Antena 1, Prima TV, Atomic

    Specialized planning and monitoring software - data delivered on

    magnetic support

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    TV Planning Process

    TV Channels Selection

    Television share of market

    Evolution

    Trend

    Program Selection

    Events analysis - events trend

    Interval analysis - day-parts ratings

    and affinity

    Programs efficiency - Cost per Rating Points,Affinity, Reach, Maxim Reach

    Selections evaluation -Reach and Frequency,

    Cumulated Reach

    Telemonitor

    Telemonitor

    Kubik

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    Total Universe

    (5,000,000 people)

    Program Rating

    10%

    (500,000 people)

    Rating = 10%

    Criteria of Programs Selection

    ~ Audience ~

    Program Rating

    Definition

    Number of people who watch a

    specific program or time slot,

    conceived in percentage of totaluniverse or target audience

    Example:

    Universe = 5,000,000

    No. of viewers = 500,000

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    Criteria of Programs Selection

    ~ Affinity ~

    TV Rating Index (TVR Index)

    Definition: How much is watched a program by our target

    group versus all individuals

    Formula: Program Rating for a specific target group divide

    by program rating for all individuals multiply by 100

    Ex: Program Rating for Male target = 25%

    Program Rating for All = 10% TVR Index = 250

    The programs with good affinity most have always a TVR Index

    higher than 100

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    Criteria of Programs Selection

    ~ Efficiency ~

    Cost per Rating Point (CPP)

    Definition: How much will cost to reach 1% of our target

    Formula: Cost per spot insertion divided by program

    rating E.g.: Program Rating = 10%

    Cost / 30 spot = 4,000 USD CPP = 400 USD

    Most efficient program is the program with lowest CPP

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    TV Planning Process

    Selection optimization

    Mix of TV channels in order to achieve the highest

    effectiveness within given constrains (budget,

    length of spot, buying conditions)

    Best programs selection and number of insertions -

    constrains regarding GRPs, Reach, Effective Frequency,Efficiency

    Post campaign evaluation

    Spot by spot audiences - exact GRPs/TRPs

    Campaign efficiency - Effective Frequency /Effective

    Reach, Share of Voice and Share of Spending

    Strike

    Telespot

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    RatingNo. of

    insertions GRPs

    Program A 15% 1 15

    Program B 10% 2 20

    Program C 5% 3 15

    6 50TOTAL

    Campaign Effectiveness

    ~ GRPs ~

    Definition

    The gross or cumulative percent of the

    audience who had an opportunity to see

    the commercial or the sum of the ratings

    delivered by a given list of media vehicles

    1 GRP is equal with 1% of a total universe

    of a target audience

    TRP (Target Rating Point) are referring to

    a specific target audience

    The optimal no. of GRPs per campaign to be achieved are settled

    depending on type of product, type of campaign, TV commercial,

    period, competition (this are the criteria for all the campaign

    effectiveness media indicators)

    (also known as TRPs, TVRs)

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    Campaign Effectiveness

    ~ OTS ~

    Opportunity to See (OTS) or Average Frequency

    Definition

    The number of times that the average member of the target (who has

    been reached) is exposed to a message

    Formula Total no. of GRPs divided by Reach

    E.g.: No. of GRPs = 600

    Reach = 75% OTS = 8

    In the previous example, the average frequency was 8. In real life, however,

    some target audience members will be exposed one time to the message,

    while others may be exposed many more times

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    Campaign Effectiveness

    ~Effective Reach and Frequency~

    Effective Frequency

    Number of times the target audience needs to see the ad in order to

    produce a positive reaction to the campaign

    Effective Reach

    The number of people reached at a set frequency level

    85%

    73%

    60%

    47%41%

    37% 31%25% 18%

    12%

    0%

    20%

    40%

    60%

    80%

    100%

    Effe

    ctiveReach

    1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+

    Effective Frequency

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    * Source: Ostrow Joseph, Setting Frequency Levels, Effective Frequency: The state of the art,

    New York 1982, Advertising Research Foundation

    Campaign Effectiveness

    ~Effective Reach and Frequency~

    How often the target needs to see the ad?

    Based on various studies*, the minimum level of effective

    frequency is 3+ which is adjusted depending on the following

    three factors

    marketing

    copy

    media

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    Effective frequency model

    Marketing Factors(+1.0)

    New brand +0.4

    Another dominant brand on the market +0.2

    Mid-high brand loyalty +0.1

    Short purchase cycle +0.2 Daily used product -0.1

    Necessity to beat the competition +0.4

    Copy Factors(+0.1)

    Complex message +0.1

    Unique copy -0.1

    New campaign +0.2

    Long message length/size -0.1

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    Effective frequency model

    Media Factors(+0.6) High clutter +0.3

    Compatible media -0.1

    Low advertising attentiveness +0.2

    Pulsed/Flighted advertising +0.2

    Many media used +0.1 Repeating opportunities -0.1

    Effective Frequency

    Base + 3.0

    Marketing + 1.0 Copy + 0.1

    Media + 0.6

    Total +4.7 or 5+

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    Campaign Effectiveness

    ~Share of Voice vs. Share of Spending~

    Share of Spending(SoS)- it represents the percentage of the

    advertising expenditure for a certain brand/company reported to the

    total advertising spending in that category

    Share of Voice (SoV)- it represents the percentage of the achieved

    GRPs for a certain brand/company reported to the total no. of GRPsin that category

    We can say that one brand was advertised more efficientthan another

    when the report between SoVand SoSis over 1

    Spending SoS GRPs SoV SoV/SoS

    Brand A 100,000$ 46.5% 800 44.9% 0.97

    Brand B 50,000$ 23.3% 500 28.1% 1.21

    Brand C 65,000$ 30.2% 480 27.0% 0.89

    TOTAL 215,000$ 100.0% 1,780 100.0%

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    Trend &

    Evolution

    Rating & Share

    - interval

    analysis

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    Programevolution

    Event

    Analysis

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    Programs

    Selection

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    Selection

    Evaluation

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    Optimization

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    Post-campaign

    Analyse

    Audience

    Demographic

    Structure

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    Summary

    by Spots


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