creative media analysis
DESCRIPTION
Creative Media Analysis. Chapter 4. Creative Media Analysis. Media Measurements Audience Measurements Efficiency Measurements Strategic Analyses. Media Measurements. Broadcast Media Measurement services are Nielsen and Arbitron Television People Meters, 5,000 TV Homes - PowerPoint PPT PresentationTRANSCRIPT
Creative Media Analysis
Chapter 4
Creative Media Analysis Media Measurements Audience Measurements Efficiency Measurements Strategic Analyses
Media Measurements Broadcast Media
Measurement services are Nielsen and Arbitron
Television• People Meters, 5,000 TV Homes• Personal diaries, 210 market areas (DMA)
Radio• Personal diaries, 270 radio markets
Passive Measurements Research companies working together
Technology designed to read an electronic signal imbedded in the media
Originally for broadcast media, eventually for all media
Broadcast Ratings Example Super Bowl XLI, February 2007 2,100 households tuned in, out of the panel of
5,000 households
Step-by-Step Math
Rating: 2100 / 5000 = 42%
Audience projection:105,500,000 US HHsX 0.42 HH Rating= 44,310,000 Audience
Media Measurements Print Media
Measurement services are MRI and ABC
Magazines• Circulation, count of actual distribution• Readership, recent-reading measure
Newspapers• Circulation measures• Yesterday-reading measure
Media Measurements Other Media
Out-of-home, Traffic Audit Bureau• “daily circulation”
Internet, Nielsen/Net Ratings• Site visits measured by software• Like a “cookie”• 60,000 panel members
Audience Measurements Audience Coverage
Percentage of population that MIGHT be exposed to a particular medium
Audience Composition Percentage of a media audience that is
comprised of the target population
AdultPopulation
W18-24Population
%Cov.
%Comp.
Totals 194,341 12,404
Glamour 6,588 1,943 15.66 29.49
Cosmopolitan 8,982 2,390
Audience Coverage and Composition
Audience Measurements Households Using Television (HUT)
Percentage of homes using television Broadcast Ratings
Percentage of an audience actually tuned in to a vehicle at the time measured
Audience Share Percentage of HUTs tuned in to a particular
vehicle at the time measured
HH Rating Share
Dancing w/Stars 10.6 16
The Unit 6.7 10
Law & Order: CI 4.8 7
House 12.6 19
Veronica Mars 1.2 2
Other Shows 30.4 46
Total HUT 66.3% 100
Television Ratings and Share
Audience Measurements Gross Rating Points (GRPs)
The sum of all household rating points delivered by a media schedule
Target Rating Points (TRPs) The sum of all target audience rating points
delivered by a media schedule Gross Impressions
The raw number sum of all message impressions delivered by a media schedule
Audience Measurements Audience Duplication
Each person counted for each time exposed Reach
Unduplicated percentage of a population exposed one or more times to a message
Frequency The number of times each audience member
is exposed to a message
Reach/Frequency Exercise
Efficiency Measurements Cost-per-point, broadcast media
Total cost of a media schedule Divided by total rating points delivered
Cost-per-thousand, all media Total cost of a media schedule Divided by total (raw number) audience
delivered
Strategic Analyses Who to advertise to
Target audience analyses
Where to advertise Geographic analyses
When to advertise Scheduling analyses
Strategic Analyses The Index
A magical mathematical tool Simple division
• Index AB = (Number A/Number B)*100 Standardizes numbers so we can more
easily compare data• Significance testing• Plus or minus 10%
Who to Advertise to Typically an analysis of demographic data Typical data source is MRI or SMRB Index Analysis
Index already calculated for standard measures
But, we can’t always rely on standard measures alone
Example: page 153
Total A B % C % DUS '000 000 Down Across Index
All Adults 195192 11578 100 5.9 100
18-24 24842 290524-34 40972 282335-44 43561 245345-54 32521 192655-64 21227 77265+ 32069 899
White 164831 8702Black 22686 2308Sp. Speaking 19624 1179
Cherry Coke
Where to Advertise Data-based analysis of
brand/category sales Many possible sources
Industry Associations or trade magazines
In-house sales tracking Nielsen or MRI product data
Example: pages 157 and 162
% US % Colombo Budget AllocatedPOP Colombo Index Factor Budget
New England 5.2% 20.1%Mid-Atlantic 17.2% 35.3%East Central 12.9% 7.5%West Central 15.2% 14.9%South East 20.3% 4.9%South West 11.4% 3.4%Pacific 17.8% 13.9%
Total US 100.0%
Defensive Geographic Budget Allocation Model
% US % Yoplait Budget Adjusted AllocatedPOP Colombo Index Factor Factor Budget
New England 5.2% 20.1% 109Mid-Atlantic 17.2% 35.3% 81East Central 12.9% 7.5% 79West Central 15.2% 14.9% 131South East 20.3% 4.9% 68South West 11.4% 3.4% 85Pacific 17.8% 13.9% 151
Total US 100
Offensive Geographic Budget Allocation Model
When to Advertise The Seasonal Development Index
Expected Percentages Many possible sources
Industry Associations or trade magazines
In-house sales data Example: page 164
Actual Expected% % Index
January 0.06February 0.06March 0.08April 0.07May 0.09June 0.1July 0.12August 0.1September 0.08October 0.07November 0.08December 0.09Total
US Domestic Travel by Month
Summary Media research and measurement
techniques Audience measurement concepts
and issues Efficiency measurements for inter-
media comparisons Strategic analysis techniques