Mp Lt4

Basic Measurements and CalculationsMedia Planning - LECTURE 5

Sunday, 27 December 2009

Radio Commercial


How Media Vehicles are Measured

1. General Principle


General Principle

Most media audiences are measured through sample surveys (抽樣調查), using data about a small sample to infer (推斷) larger universe’s exposure to a particular medium.

Sample sizes can vary from 200 to 26,000 individuals or homes.

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Reasons for measuring sample instead of entire audience


Reasons

Lower Cost (低成本) – survey are expensive to be carried out. The smaller number of sample, the smaller the cost incurred (擔負).

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Reasons


Impossibility (不可能) – survey for the entire audience is impossible to be carried out, e.g. to survey for the TV channel selections of all Hong Kong TV audience (about 7 millions)

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Reasons


Impossibility (不可能) – survey for the entire audience is impossible to be carried out, e.g. to survey for the TV channel selections of all Hong Kong TV audience (about 6 millions)

Unjustified Efforts (不合理的付出) – even the entire audience can be measured, the improvement of accuracy (準確) is not justified by the huge amount of time, efforts and costs paid.

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Television and Radio



Homes are sampled and installed a measurement device called people meter (個人收視記錄儀) by the research company, e.g. AC Nielsen (HK - SRG 香港市場研究公司).

It records when a particular TV or radio channel is being selected during the survey period.

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The shortcoming (缺點) is that it records only the times the TV channel button is pressed.

It cannot tell whether the audience is watching the TV channel, not to mention if they will pay attention to the TV program or TV commercials.

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Magazines and Newspapers


Recent Reading (for magazine)


Interviewees are presented with 200 logos of magazines and asked if they have been read within the last 6 months.

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調查者有一套數量在200張以上的卡片，每張上面都印着一本不同的雜誌。


Out of 12-15 magazines that are read with 6 months, they are asked if the publications have been read within a specific period, e.g. the last month, week, or others.

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從這裡面篩選出受訪者回答在過去6個月裡讀過的12-15本雜誌。訪問者一次只向每個受訪者出示一張卡片，詢問他是否在上個月、上個星期(視乎出版周期)内閱讀過該雜誌。回答說“當然讀過”的受訪者被認為是該出版物的讀者。


The demographics of the positive respondents will be recorded and left with a detailed questionnaires.

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這一步完成後，受訪者還要提供自己和家庭的一些統計性信息。


The questionnaires are picked up several weeks later

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調查者還會留下一份長問卷，要求受訪者詳細地填寫自己使用的不同產品和使用頻率等信息，幾個星期後，調查者再回收問卷


Advantages:

Rapid information for a large number of magazines (方便快捷得到大量雜誌資料)

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Advantages:

Rapid information for a large number of magazines (方便快捷得到大量雜誌資料)

Reliability (可靠性) proven for more than 20 years (經過了廿多年來引證其可靠性)

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Disadvantages:

Confusion (混淆)about the magazine read by recognizing the logo.

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Disadvantages:

Confusion (混淆)about the magazine read by recognizing the logo.

Costly (成本高) because the survey must be administered in person instead of mailing.

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Frequency of Reading (for magazine)閱讀頻率


Interviewees are shown with a list of magazine logo.

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將一張印有不同雜誌Logo的紙給受訪者


They are asked for each magazine the number of copies read out of the last four issues, i.e. one out of four, two out of four, and so on.

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訪問他在這雜誌四期出版期內，曾經睇過幾多次這

本雜誌？


Advantages:

Most commonly used and facilitates (幫助) comparison.

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Advantages:

Most commonly used and facilitates (幫助) comparison.

Less expensive because the survey can be conducted through the mail.

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Disadvantages:

Limited to 50 magazines because of fatigue (疲勞).

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Disadvantages:

Limited to 50 magazines because of fatigue (疲勞).

Inaccuracy (不準確) due to difficulty in remembrance of the exact number of copies.

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Frequency of Reading (for magazine)Additional Information


閱讀頻率(Frequency of reading)、其他媒體接觸頻率及忠實受眾

閱讀頻率：分為三個級別，即忠實讀者：連續出版四次、至少三連續出版4次，至少3次閱讀過；比較經常讀者：連續出版4次，至少1次閱讀過；偶然讀者：連續出版4次，少於1次閱讀過。

根據這三個閱讀頻率可以將讀書分為三種：忠實讀者（Loyal readers）、比較經常讀者（Quite often readers）和偶然讀者（Occasional readers）

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Yesterday Reading (for newspaper) 昨日閱讀頻率


Yesterday Reading

Interviewees are sampled

They are asked which newspapers are read yesterday.

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Yesterday Reading

The interview is rather short because relatively few newspapers are read in any given time and market.

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Internet


Internet

The most widely used service is Nielsen’s NetRating. It installs software on the sampled individual’s computer to record:

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Internet

The most widely used service is Nielsen’s NetRating. It installs software on the sampled individual’s computer to record: Which sites are visited?

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Internet

The most widely used service is Nielsen’s NetRating. It installs software on the sampled individual’s computer to record: Which sites are visited? How many unique visitors (在特定時間內（通常是一個小時）到訪網站的特定讀者，只會計算為一個Unique Visitor) to the site?

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Internet

The most widely used service is Nielsen’s NetRating. It installs software on the sampled individual’s computer to record: Which sites are visited? How many unique visitors to the site? How long they stay on each page?

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Internet

The most widely used service is Nielsen’s NetRating. It installs software on the sampled individual’s computer to record: Which sites are visited? How many unique visitors to the site? How long they stay on each page? How deeply (in terms of no. of pages) they go into the

site?

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Internet

The most widely used service is Nielsen’s NetRating. It installs software on the sampled individual’s computer to record: Which sites are visited? How many unique visitors to the site? How long they stay on each page? How deeply (in terms of no. of pages) they go into the

site? How many times they return?

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Internet

The advantages are that (1) the survey can be done automatically (自動地) without relying on the respondents’ memories and hence (2) the number of sites for survey can be much more within a period.

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Outdoor Advertising


Outdoor Advertising

Media sales would like this information for promoting the media to advertisers and advertising agencies. They may conduct survey by themselves [(i) & (ii) below] or obtain secondary research data [(iii) below]:i. No. of pedestrians (行人) passing the spot, e.g. for the

large TV Billboard at the junction near Sogo Department Store.

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Outdoor Advertising



ii. No. of vehicles passing the spot, e.g. for the billboard advertisement at the entrance of Cross Harbour Tunnel.

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Outdoor Advertising



ii. No. of vehicles passing the spot, e.g. for the billboard advertisement at the entrance of Cross Harbour Tunnel.

iii.No. of ticket sales, e.g. for the billboard advertisements at Hong Kong Coliseum (香港體育館).

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How the Data Are Interpreted



Having obtained the responses from the surveyed sample, the results are projected by simple multiplication to reflect the situation of the geographic area.

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Having obtained the responses from the surveyed sample, the results are projected by simple multiplication to reflect the situation of the geographic area.

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Having obtained the responses from the surveyed sample, the results are projected by simple multiplication to reflect the situation of the geographic area. For example, suppose 35% of the surveyed sample

watched a particular TV program on TVB Jade (i.e. rating point = 35), the number of audience for that TV program is calculated by:

35/100 * 6,500,000 =2,275,000 (Number of TV audience = 6,500,000)

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General Use of Measurements



Media planners often want to know which media vehicles produce the right targets, instead of exact figures about the audience projected by the measurements.

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作為一個media planner，重視的應該係了解咩媒體能接觸到我地目標客戶，多過我地

知道確實媒體數據



Media planners often want to know which media vehicles produce the right targets, instead of exact figures about the audience projected by the measurements.

They use audience measurement and product usage data for the following comparative purposes:

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作為一個media planner，重視的應該係了解咩媒體能接觸到我地目標客戶，多過我地

知道確實媒體數據


Comparative purposes

To learn the demographics of product or brand users (了解消費者的統計資料)

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To learn the audience demographics of various kinds of media vehicles – who reads, sees, or hears the vehicles (了解不同的媒體的受眾的統計資料 - 咩客戶會睇D咩媒體)

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To learn the way purchasers use a product or brand (How many are heavy, medium, or light users?) (了解消費者購買/使用自己產品的情況)

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To learn whether audience members of a particular media vehicle are heavy, medium , or light users of the products (了解特定的媒體中，受眾購買/使用自己產品的情況)

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To learn whether audience members of a particular media vehicle are heavy, medium , or light users of the products (了解特定的媒體的受眾，購買/使用自己產品的情況)

To learn how many people were exposed to vehicles. (了解媒體的曝光率)69


Two concepts used by media planners in selecting the media vehicles:i. The vehicle that can reach the largest number of

prospects (highest coverage) (該媒體能接觸到大量的目標消費者)

ii. The vehicle that can reach the fewer number of but more concentrated prospects. (highest composition) (該媒體能接觸到較少的目標消費者，但比較集中 - 即該媒體的受眾中，大部份都是目標消費者)

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The vehicle that can reach the largest

number of prospects (highest coverage)

(該媒體能接觸到大量的目標消費者)

The vehicle that can reach the fewer number

of but more concentrated prospects. (highest composition) (該媒體能接觸到較少的目標消費者，但比較集中 - 即該媒體的受眾中，大部份都是目標消費者)

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Syndicated and Proprietary research


Syndicated research (聯合調查) is based on an industry assessment (評估) via a survey of the customers in that sector. (聯合調查是由市場調研公司透過不同的調查，了解及評估不同的市場。)

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Syndicated research (聯合調查) is based on an industry assessment (評估) via a survey of the customers in that sector. (聯合調查是由市場調研公司透過不同的調查，了解及評估不同的市場。)

Proprietary research (專利調查) conducts custom research and customer satisfaction measurement and tracking for individual companies. (專利調查是一個特定的調查研究，了解特定的消費者的滿意度，協助特定的公司管理及追蹤特定的消費者)

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Syndicated Research

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NMR Media Index | Synovate Media Index | CSM Television Audience Measurement

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Proprietary Research

Examples of proprietary research including those conducted for middle-class or women spending habit (by market research company), PR media coverage (by PR agency), general consumer product testing (by Consumer Council, HKSAR) etc.

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PR media coverage

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