Media Training - Eugen Terchila
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Transcript of 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