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Transcript of media grid
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MEDIA
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Media PlanningThe Official Definition
• It is basically the process involved in answering a client’s question :
“ What are the best means of reaching out and communicating to the prospective customers of my brand ?”
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TV Plan
Channel Prog Day/Time Dur Rate Spots Cost
X A Mon/2100 30 100 4 400 B Tue/2100 30 200 4 800 C Wed/2100 30 300 4 1200
Y D Thu/2100 30 400 4 1600 E Fri/2100 30 500 4 2000 F Sat/2100 30 600 4 2400 G Sun/2100 30 700 4 2800
Plan Total 28 11200
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Print Plan
Publ. Lang Freq Circl. Edition Size Col/BW Ins Rate Cost
A Eng Dly 50 All 100 cc BW 4 100 400B Hin Dly 60 All 100 cc BW 4 150 600C Eng Dly 40 All 100 cc BW 4 200 800X Ben Mnly 100 Cal FP Col 1 250 250Y Tam Fnly 20 Mad FP Col 2 300 600Z Tel Wkly 10 Hyd DS Col 4 200 800
Plan Total 19 3450
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Evolution of Media Function : The front end
Insignificant part of a full service agency : Till TV (TRP)
Significant part of a full service agency : Till Zee TV
Critical part of a full service agency : Since Zee TV
Beginning of media unbundling : Since recession(CMB/AOR)
Unbundling of agency : Since Carat
Media Service = Independent Business : TODAY
Media specialists in Europe
From:3% in 1980 To:67% in 1997
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Some Basic Concepts
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Reach
The total number of different people who have been exposed to the campaign
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Frequency
The no. of times the audience gets exposed to the campaign
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Average Frequency/OTS
The average number of times the target audience was exposed to the campaign
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Media weight
• The product of reach and frequency is known as GRPs.
• GRP is a measure of the media weight delivered by a media plan
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Media Research
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Socio-Economic Classification - Urban
• A demographic indicator designed by the Market Research Society of India to reflect purchase behaviour.
• It is based on 2 parameters - Education and Occupation of the Chief Wage Earner of the Household.
• The SEC of the HH determines the SEC of the family members.
• SEC A1+ is one category which also has an income filter (Rs 10,000 + per month).
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Broad SEC Classification - Urban
SEC By Education By Occupation
A1 Grad & Post Grads B/I/SEP/Officer &Execs(General & Professional) (Sr & Mdl)
A2 Grad & Post Grads Shop ownrs, Sup Level, (Professional) Ofiicers & Execs (Jr Lvl)
B1B2 SSC+ < Grad Skld wrkrs, Petty Trdrs, Clerk,Salesmen
C Schooling 5-9 yrs Skld wrkrs, Petty Trdrs, Clerk,Salesmen
D Schooling upto 4 yrs Skld/Unskld, Petty Trdrs, Clerks,Salesmen
E Illiterate Skld/Unskld, Petty Trdrs,
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Socio-Economic Classification - Rural
• A demographic indicator designed by the Market Research Users Council (yet to be ratified by the Market Research Society of India).
• It is based on 2 parameters - Education of the Chief Wage Earner of the Household and the Type of House
• The SEC of the HH determines the SEC of the family members.
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Broad SEC Classification Grid - RuralSEC By Education By Type of House
R1 Some College but not Grad., PuccaGrads & Post Grads
R2 SSC/HSC Semi Pucca
R3 No formal school, Semi PuccaSchooling upto 9th Std
R4 Illiterate Kuchha
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Databases Used by Planners
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Readership & Circulation
• NRS - National Readership Survey• IRS - Indian Readership Survey• Product profiles - Data on product and brand
usage• ABC - Circulation figures
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Some Definitions
Urban & Rural Classification
According to the Census of India 1991, the following criteria were adopted for treating a place as urban :1. All statutory towns, i.e., all places with a municipality, corporation, cantonment board or notified town area committee, etc.
2. All other places which satisfied the following criteria :- A minimum population of 5000- At least 75% of the male working population
engaged in non-agricultural pursuits, and- A density of population of at least 400 per sq km
Contd..Contd..
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Some Definitions
Urban & Rural Classification
3. Apart from these, the outgrowths of cities and towns have also been treated as urban.
All areas not identified as Urban, are classified as Rural
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Some DefinitionsHousehold - A person living alone or a group of
persons staying together & sharing food from the same kitchen
CWE - The member of the family who makes highest contribution to the HH income
MHI - The sum of income of all members of the family
Housewife - The female or the male member of the HH who is chiefly responsible for HH tasks and decides what should be purchased for the HH, for products such as soaps/ toothpastes, etc.
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Some Definitions
Literate - A person who can with understanding do both - read & write in any one language. It is however not necessary that he should have received formal education in a school.
Avg issue –readership The estimated no. of people who have read any issue of the publication within a specified time interval which is equal to periodicity of the publication.
Eg.A person would be counted in the average issue readership of outlook if he/she has read outlook in the last one week
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Some Definitions
Claimed Readership :
No. of people who claim to have read a publication with a frequency greater than zero
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The National Readership Survey
Conducted by National Readership Studies Council
- Advertising Agencies Association of India- Audit Bureau of Circulations- Indian Newspaper Society
• NRS has been strictly an Urban survey• 6 NRS studies have been conducted till date. • From 1995, it was decided to make it a once in 2
years survey• From 1997 plans are to make NRS a 6-monthly
survey and would also cover rural areas like the IRS.
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Television
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Television Reach
NRS V NRS VI
Total HHs 449 L 486 LTV HHs 270 L 336 LTV Penetration 60% 69%C & S HHs 93 L 150 LC & S Penetration 34% 45%
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Television HHs - Changing Scenario
Growth over Change inNRS V Absolute Nos.
Total HHs 8 % 38 L
TV HHs 24% 66 LC&S HHs 62 % 57 LCol TV HHs 43% 33 LRemote HHs 105% 35 L
Over 50% of the new TV HHs added over NRS V have colour TV sets and remote controls
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NRS V NRS VISEC A 48% 61%
B 39% 51%C 33% 42%D 29% 38%E 21% 31%
Total 34% 45%
C&S Penetration
C&S Penetration has grown across the board
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NRS V NRS VI
Pop strata 25 L 31% 47%10-25 L 38% 41%5 - 10 L 34% 40%1 - 5 L 31% 42%< 1 L 40% 47%
Maximum growth in 25 L+ towns
C&S Penetration
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C&S Penetration
Zone Total
West 52%South 60%East 31%North (Less UP/Raj) 38%
UP/Raj 27%
South & West are very clearly Satellite markets
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C&S Penetration States
High Maharashtra, Gujarat, MP, TN, (50% +) AP, Karnataka
Medium Orissa, Haryana, Punjab,(45-50%) Chandigarh, HP, Delhi
Low North East, Bihar, West Bengal, (30 - 40%) Rajasthan, UP, Kerala
C&S PenetrationSEC ABC HHs
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NRS V NRS VI
TV HHs 270 L 336 LMultiple TV HHs 3% 4%Colour TV HHs 29% 33%B/W TV HHs 71% 67%Remote Control HHs 12.5% 21%
Colour TV, B/W TV, Multiple TV sets...
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% of TV HHs with RCSEC NRS V NRS VI
A 32% 46%B 16% 28%C 8% 17%D 5% 10%E 2% 5%Total 13% 21%
67% of all remotes are in AB HHs
Remote Controls
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Print Reach
0
10
20
30
40
50
60
% Reach
25 L+ 10-25L
5-10 L 1-5 L <1 L
Townclass
Dailies
Magazines
Any
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Print Reach
0102030405060708090
% Reach
A B C D E
SEC
Dailies
Magazines
Any
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General Interest Magazines - English
All India Top 8 MetrosIndex Index
Adult Popln 100 100Exposed to Press 45 54Expsd to Eng Mags 8 13
India Today 100 100The Week 21 26Sunday 16 19Frontline 16 19Outlook 9 22
India Today still the undisputed leader
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Women’s Magazines - English
All India Top 8 MetrosWomen
Index Index IndexAdult Popln 100 100 100Exposed to Press 45 54 32Expsd to Eng Mags 8 13 5
Femina 100 100 100Woman’s Era 80 81 94Savvy 22 30 23Society 18 23 14Cosmopolitan 13 22 9
Femina & Women’s Era are way ahead of the others
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Women’s Magazines - Hindi
All India Top 8 MetrosWomen
Index Index IndexAdult Popln 100 100 100Exposed to Press 45 54 32Expsd to Eng Mags 8 13 5
Grihashobha 100 100 100Sarita 56 50 45Grihalakshmi 39 38 36Meri Saheli 38 28 39Manorama 33 22 33
Grihashobha continues to lead
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Film Magazines - English
All India Top 8 MetrosIndex Index
Adult Popln 100 100Exposed to Press 45 54Expsd to Eng Mags 8 13
Stardust 100 100Filmfare 98 113Cine Blitz 30 26Movie 22 32
The battle is between Stardust and Filmfare
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Business Magazines
All India Top 8 MetrosOEB
Index Index IndexAdult Popln 100 100 100Exposed to Press 45 54
89Expsd to Eng Mags 8 13 34
Business India 100 100 100Business Today 85 87 77Business World 48 49 48
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Radio
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Radio Reach
NRS V NRS VI
SEC A 47% 35%B 46% 33%C 45% 31%D 41% 29%E 34% 24%
Total 42% 29%
A dramatic fall for Radio
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NRS V NRS VI
Top 8 metros 44% 35%10 - 25 L 42% 29%5 - 10 L 40% 28%1 - 5 L 40% 27%< 1 L 40% 26%
Total 42% 29%
Radio Reach
Radio reach has dropped across all town classes
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Cinema
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Cinema Reach
Townclass NRS V NRS VI
25 L + 61% 52%10 - 25 L 66% 55%5 - 10 L 68% 52%1 - 5 L 66% 54%< 1 L 58% 46%
Total 62% 51%
Contrary to popular belief Cinema Going is still on the decline
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NRS V NRS VI
SEC A 69% 61%B 67% 57%C 64% 52%D 62% 49%E 56% 43%
Total 62%51%
Cinema Reach
Cinema Reach has declined across SEC categories
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INTAM - Current StatusReporting 21 centres
- Bombay - Jalandhar- Delhi -
Nasik+Solapur+Aurangabad- Calcutta - Vishakhapatnam- Madras - Vijaywada- Bangalore- Hyderabad- Ahmedabad- Lucknow + Kanpur- Pune + Nagpur- Madurai + Coimbatore- Bhopal + Indore
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Peoplemeter Types
Tuner SubstitutionThese meters work by substituting the tuner inside the TV set with their own tuner. Thus these meters have a direct control over what is happening on the TV set
Tuner MonitoringMonitoring meters work by placing a small antenna-like probe near the tuner inside the TV set to detect the channel being viewed.
Picture Matching Meters that capture the picture on the TV set which is
later matched with the pictures collected at the master control station.
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Calculation of TRP- The Diary Method
Suppose there are 150 Diary HHs in Kanpur
30 people indicate in the diary that they watched Boogie Woogie
Therefore the TRP for Boogie Woogie : (30/150 )x100= 20
100 people indicate that they watched the Sunday Hindi Film
Therefore the TRP for Hindi Film : (100/150)x100 = 66.6
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Calculation of TRP- The Peoplemeter Method
Universe : 10 people (A,B,C,D,E,F,G,H,I,J)Programme : Kasauti Zindagi Ki telecast at 8.30 - 9.00 pmDuration : 30 minutesViewership of KZKViewer Start Time End Time Minutes
WatchedA 8:30 8:40 10B DNW - -C DNW - -D 8:46 8:50 4E DNW - -F 8:30 8:35 5G DNW - -H DNW - -I DNW - -J 8:33 8:58 25
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Calculation of TRP- The Peoplemeter Method
TRP of KZK :
10 4 5 25+ + +
30 30 30 30 x 100 = 15
10
The corresponding TRP under Diary Method : (4/10)x100 = 40
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Data on Competitive Media Activity
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Print and TV
Print• ORG Press Audit• ABC
Television• Time Monitoring Services• Super services• Current Opinions and Future Trends• ORG TV Audit
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TV - Advertising Monitoring
• Coverage – All TV advertising across categories
• Information– Time of telecast of ad– Spot duration– Estimate of spend
• Reporting– Category/Brand/Channel
• Periodicity– Weekly
• Utility– Keeping track of competition
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Print - Advertising Monitoring
• Coverage – Across product categories
• Information– Date of insertion– Colour/BW ad– Size/position of ad– Estimate of spend
• Reporting– Category/Brand/Publication/Statewise
• Periodicity– Monthly
• Utility– Keeping track of competition
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The Planning Process
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Various Steps in Media Planning
• Studying the Target Audience and its Media preferences• Review of our previous year’s performance• Competitive Analysis• Identifying Media Tasks/Setting Objectives• Framing a Media Strategy• Channel Selection• Progs/Dlys/Mags Selection• Developing the Final Plan• Plan Evaluation• Post Campaign Review
These do not necessarily happen sequentially - there are overlaps between these steps
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Identifying Media Tasks/Setting Objectives
• Given the marketing objectives, one needs to identify Media Tasks and set objectives accordingly
• The Media Objectives should be more a reflection of the Marketing Objectives
• The marketing objectives provide direction for the planner in selecting Media. Media objectives should give further leads based on this.
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Examples of Marketing Objectives andMedia ObjectivesMarketing Objective• To increase share with special effort directed
only to the existing customer base
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Examples of Marketing Objectives andMedia ObjectivesMarketing Objective• To increase share with special effort directed
only to the existing customer base
Media Objective• Focus on the Core Target segment in the
existing markets and increase frequency of exposure to our advertising
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Examples of Marketing Objectives andMedia ObjectivesMarketing Objective• To regain lost volume - target 14% market
share
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Examples of Marketing Objectives andMedia ObjectivesMarketing Objective• To regain lost volume - target 14% market
share
Media Objective• Special focus on markets where market share
has dropped and step up activity levels. Maintain a consistent level of activity the other markets to maintain market share
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Examples of Marketing Objectives andMedia ObjectivesMarketing Objective• To acquire 20% market share in year 1 after
national launch, 25% in the next year and 30% in the 3rd year
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Examples of Marketing Objectives andMedia ObjectivesMarketing Objective• To acquire 20% market share in year 1 after
national launch, 25% in the next year and 30% in the 3rd year
Media Objective• Focus on markets where there is a higher
return in value for every rupee spent. Focus on growth markets and capture market share
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Framing a Media Strategy
• Media Strategy is all about concrete steps taken to achieve Media Objectives
• This would include steps like setting quantifiable media targets, finalising Media Mix, taking decisions on scheduling, market prioritization, identifying role for each element in the Media Mix, etc.
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Market Prioritization - The Need
• All markets might not be of equal importance
• The client might want to focus on some markets for strategic reasons
• Budget constraints - therefore cover markets with the available money on a priority basis
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Factors Considered in Market Prioritization
• Dispersion of Brand Sales• Competitive Activity• Dispersion of Target Audience• Growth rates in various markets• Category Sales Dispersion• Sales Targets