emrooz marketing research co. (emrc) - media & ad research dept. profile

Media and Advertising Research Department

About Us

Media

and

Department

Developed in 2002 Professional in Media related research Staff:

9 full-timeMore than 10 part-time

MissionDepartment

“Rationalizing the decisions in the fieldof communication, media and

advertising to increase the effectivenessof communicating activities.”

2010Ad*X accessible via web

based System

2002Ads. Monitoring

(TV, Newspaper, Magazines)

2008TV Rating in Tehran

(450 sample)

2010Ad*X accessible via web

based System

2011X*Trim

(TV Rating in Tehran)(1000 Households)

2013Advertising Media Planning

Consultancy

2012Advertising Tracking

Our Services

Syndicated Projects:Syndicated Projects:

Media Monitoring

TV Rating

Projects by Order:Projects by Order:

Advertising (Campaign) Tracking

Advertising Media Planning Consultancy

Content Analysis

EMRC Exclusive Projects:

Media Monitoring

what is the share of advertising budget in each industry incompare with the total advertising budget of industry(bymedia)?

what is the share of advertising budget of each product incompare with the total advertising budget of that industry(by media)?

what is the share of advertising budget of each brand incompare with the total advertising budget of that product(by media)?

What was the advertising campaign execution of eachbrand in the different period of time (by media)?

How was the comparison of budget trend of competitorstotal advertising in the different period of time

Questions:

what is the share of advertising budget in each industry incompare with the total advertising budget of industry(bymedia)?

what is the share of advertising budget of each product incompare with the total advertising budget of that industry(by media)?

what is the share of advertising budget of each brand incompare with the total advertising budget of that product(by media)?

What was the advertising campaign execution of eachbrand in the different period of time (by media)?

How was the comparison of budget trend of competitorstotal advertising in the different period of time

Ad*X Project Would be able to provide you the answer of all these types ofquestions.

Ad*X will help you in:

Estimating advertising budget by available information on industry advertisingexpenditures

Planning and preparing advertising campaign

Recognizing and assessing the company and its competitors advertising activities.

RadioRadio7 Channels (By Order)

Media Coverage

TVTV6 National TV channels30 Provincial channels

RadioRadio7 Channels (By Order)

TVTV6 National TV channels30 Provincial channels

Newspaper & MagazinesNewspaper & Magazines70 topics

Constructional& Industry Products

Household Cleaner

Clothing & Jewelers

Food & Beverage

Furniture

Household Appliances

Hygiene, Cosmetic & Personal Care

Administrative Office Supplies

Products

Public Relation

Services

Transportation

Aviation and Marine Equipment andServices

Product Categories Constructional& Industry Products

Household Cleaner

Clothing & Jewelers

Food & Beverage

Furniture

Household Appliances

Hygiene, Cosmetic & Personal Care

Administrative Office Supplies

Products

Public Relation

Services

Transportation

Aviation and Marine Equipment andServices

10000 Brands

8500 Companies

2400 Products

Ad*X database includes more than:

Data entryReview and edit ofrecorded programs andreviewing the extractedadvertisements

5544

Research Process

Comparing entereddata with originalversions as finalcontrolling

Review and edit ofrecorded programs andreviewing the extractedadvertisements

Extracting advertisingboxes

Recording all programs

1122

5544

33

66

Reporting

Outputs

Total cost of media advertisements

Total cost of advertisements in each media

Cost trends of media advertisements

Number of TV, NP and MZ advertisements

Total time duration of TV advertisements

Total size of NP and MZ advertisements

Average cost and size of each media

advertisement

Share of each media channel in total cost of

advertisements

Broadcasting conductorWeb-Based System by subscription

Excel and Power Point Presentation

Total cost of media advertisements

Total cost of advertisements in each media

Cost trends of media advertisements

Number of TV, NP and MZ advertisements

Total time duration of TV advertisements

Total size of NP and MZ advertisements

Average cost and size of each media

advertisement

Share of each media channel in total cost of

advertisements

Broadcasting conductor

Reporting

Advertising Tracking

Websites

Outdoor advertisings:

Buses

Subways

Airports

Train Stations

Billboards

Lamppost Banners

Bridges

Etc.

Coverage

Outdoor Advertising Tracking would beplanned and Executed by Customer order.

Websites

Outdoor advertisings:

Buses

Subways

Airports

Train Stations

Billboards

Lamppost Banners

Bridges

Etc.

Notice

Outdoor Advertising Tracking

Period of visiting the places Questions in Checklist/questionnaire Time of photography Viewing Angle of photos Type and time of reporting

All the below details could beplanned based on customer

needs:

Searching in requested places Finding advertisings Completing the checklist /questionnaire Taking photos Coding Data entry Reporting (Excel/Power point)

Web Tracking

Customer Order or Customer Plan

List of Top Iranian Websitesextracted from Alexa.com.

Searching the websites. Collecting the required data. Finding advertisings Saving flash files of Competitor

advertisements. Coding Data entry Reporting (Excel/Power Point)

Website Selection

TV Rating

TV Rating Project launched in 2008 with a

sample of 450 households.

In 2011, the sample increased to 1300

households and the project got the name

“X*Trim”.

X*Trim Data are useful for

media planners to develop and

optimize advertising media

plans.

Research Methodology: Longitudinal Descriptive Survey

Data Collection Method: Field Operation

Face to Face Interview PAPI (Paper and Pen Interview)

Desk Research Ad*X Database

Sampling Method: 2 phases random classified

Period: Seasonally

Data collection duration: One Week

Geographical Coverage: Tehran

Research Specifications

Research Methodology: Longitudinal Descriptive Survey

Data Collection Method: Field Operation

Face to Face Interview PAPI (Paper and Pen Interview)

Desk Research Ad*X Database

Sampling Method: 2 phases random classified

Period: Seasonally

Data collection duration: One Week

Geographical Coverage: Tehran

Population:

Viewers of IRIB TV channels

Sample:

3000 people (15+)

1300 Households

Data Collection Tools:

Self-Reported Questionnaire

Ad*X database

Population and Sample

collected data belongs to 3900 people

Population:

Viewers of IRIB TV channels

Sample:

3000 people (15+)

1300 Households

Data Collection Tools:

Self-Reported Questionnaire

Ad*X database

Average family size in Tehran = 4 people

Respondents: 15+

Average Family size (15+)= 3 people

Socio - Economic Characteristics: Home Location

Number of household members

Education

Employment

Home ownership and Type

Vehicle Ownership and Price

Household income

Role in the Family

TV Watching:

Information related to the TV Audiences(15+)

Check List:

7 days

5:45 AM - 12:45 PM

30-minute intervals People Watching TV

Questionnaire

Questionnaire contains 2 different sections: Socio - Economic Characteristics:

Home Location

Number of household members

Education

Employment

Home ownership and Type

Vehicle Ownership and Price

Household income

Role in the Family

TV Watching:

Information related to the TV Audiences(15+)

Check List:

7 days

5:45 AM - 12:45 PM

30-minute intervals People Watching TV

Reach:The Number of different or unduplicated

homes/people that are exposed to a TVProgram or commercial at least once across astated period of time.

Average Frequency:The average number of times a household or

person reached by a media schedule isexposed to the advertising during a specifictime period.

Gross Rating Points (GRPs):The sum of all ratings for all programs in a

schedule.

Cost per Thousand (CPT):The cost to deliver 1000 people or homes.

Outputs and Reporting

Reach:The Number of different or unduplicated

homes/people that are exposed to a TVProgram or commercial at least once across astated period of time.

Average Frequency:The average number of times a household or

person reached by a media schedule isexposed to the advertising during a specifictime period.

Gross Rating Points (GRPs):The sum of all ratings for all programs in a

schedule.

Cost per Thousand (CPT):The cost to deliver 1000 people or homes.

At the end of each wave, data willbe installed in the choices software ofthe client system

client will be able to make theirfavorite reports by means of MRVsoftware which is one of the Choicespackage.

X*Trim and TGI Project provide data aboutdifferent press and TV channel Ratings.

All data will be entered in Choices Software.

MRV (Media Report Viewer) will help usevaluate client Advertising Media Planning andoptimizing the plan.

This operation could be used for the past andfuture Advertising Media planning of clients.

What we do

X*Trim and TGI Project provide data aboutdifferent press and TV channel Ratings.

All data will be entered in Choices Software.

MRV (Media Report Viewer) will help usevaluate client Advertising Media Planning andoptimizing the plan.

This operation could be used for the past andfuture Advertising Media planning of clients.

TV related dataPress related data Advertising Campaign

Process

Extraction of efficiency indexes related to the Advertising campaign

Presenting quantitative amounts of indexes

TV related dataPress related data Advertising Campaign

Choices / MRV Software

Outputs

Reach

Average Frequency

GRPs

CPT

SEC All the reports will be prepared inthe format of Power Point.

Reports

Contact information:

#7, Sheikh Bahayi sq. Tehran, Iran

Tel: +98 21 886 20 500

Fax: +98 21 880 54 753

E-mail: [email protected]

[email protected]

Website : www.emrc.info

Sample Reports

Total Advertising (Winter 1391)

18,364,788127,098,776

39,600320,670

59,2001,820,0006,918,4407,399,900

168,0001,521,575

1 100 10,000 1,000,000 100,000,000

JIHGFEDCBA

Cost (Thousand Rials)

118674

110

413

13083

221

JI

HGFEDCBA

Frequency

1 100 10,000 1,000,000 100,000,0001 10 100 1000

I J C D E A G B F H Total

Cost 78% 11% 5% 4% 1% 1% 0% 0% 0% 0% 100%Frequency 64% 11% 8% 12% 1% 2% 1% 0% 0% 0% 100%

0%10%20%30%40%50%60%70%80%90%100%

Share of Cost and Frequency

Main Page

Share of Media (Winter 1391)

TV, 90%

Newspaper, 9%

Magazine, 2%

Media Share in Mobile Industry

100% 100% 100%83%

100%

34%

100%88% 93%

17%

100%

66%

12% 7%

0%10%20%30%40%50%60%70%80%90%100%

G F H E B J I D A C

Media Share in Mobile Brand Advertising

Magazine

Newspaper

TV

Main Page

IRIB TV Advertising (Winter 1391)

127,028,776

18,364,7881,521,575

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

I J A


672

118

210

100

200

300

400

500

600

700

800

I J A

Frequency

I J A

21,610

2,187420

0

5,000

10,000

15,000

20,000

25,000

I J A

Duration (Seconds)

Cost Frequency Duration

H 86% 83% 89%J 13% 15% 9%A 1% 3% 2%Total 100% 100% 100%

0%10%20%30%40%50%60%70%80%90%100%

Share of Cost, Frequency & Duration

Main Page

30%

18%

33%

11%

1%

14%

43%

82%

45%

15%

8%

0% 20% 40% 60% 80% 100%

J

A

I

Cost Share

Channel1

Channel2

IRIB TV Channels (Winter 1391)

32%

13%

45%

9%

Total Cost Share

0% 20% 40% 60% 80% 100%Channel2

Channel3

Channel4

Channel5

Channel6

26%

14%

32%

13%

5%

21%

38%

81%

37%

23%

10%

0% 20% 40% 60% 80% 100%

J

A

I

Frequency Share

26%

14%

30%

13%

5%

21%

39%

81%

34%

22%

15%

0% 20% 40% 60% 80% 100%

J

A

I

Time Duration Share

13%

Main Page

Advertising Cost (by Month) (Winter 1391)

58%

16% 26%

26%

39% 35%

47% 53%

0%10%20%30%40%50%60%70%80%90%100%

Day Bahman Esfand

Cost Share (by Month)

A

I

J

Day Bahman EsfandJ 10,682,010 2,962,989 4,719,789I 32,638,627 50,155,730 44,234,419A 0 722,535 799,040Total 43,320,637 53,841,254 49,753,248

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

Cost Trend (Thousand Rials)

Day Bahman Esfand

Main Page

Time and Position (Winter 1391)

End ofProgram,15%

Middle ofProgram,8%

Cost Share (by Position)

4880

4105

939

2762 3385

5103

7435

010002000300040005000600070008000

Time Duration (Seconds)

Middle ofProgram,8%

Beginning ofProgram,77%

3,179,9370

4,992,730

3,036,939

12,431,01714,399,277

46,001,056

62,874,183

010,000,00020,000,00030,000,00040,000,00050,000,00060,000,00070,000,000

Cost by Time (Thousand Rials)

Main Page

39,600 266,670 612,000

6,055,0406,875,700

168,0000

1,000,0002,000,0003,000,0004,000,0005,000,0006,000,0007,000,0008,000,000

H G E D C B


Newspaper Advertising (Winter 1391)

18 4

104

77

20

20

40

60

80

100

120

H G E D C B

Frequency

C D E G B H Total

Cost 49% 43% 4% 2% 1% 0% 100%Frequency 39% 53% 2% 4% 1% 1% 100%

0%10%20%30%40%50%60%70%80%90%100%

Share of Cost & Frequency

39,600 33,333

153,000

58,221

89,294 84,000

020,00040,00060,00080,000100,000120,000140,000160,000180,000

H G E D C B

Average Cost

Main Page

Advertising Cost (By Month) (Winter 1391)

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

Thou

sand

s Ria

ls

Day Bahman Esfand

C 1,999,000 2,911,500 1,965,200

D 1,063,970 720,000 4,271,070

G 0 266,670 0

H 0 39,600 0

B 0 0 168,000

E 0 0 612,000

Total 3,062,970 3,937,770 7,016,270

0

1,000,000

2,000,000

Thou

sand

s Ria

ls

Main Page

Advertising Cost (by Newspapers) (Winter 1391)

16%

9%

3%

5%

29%

1%1%

10%4%

60%

70%

80%

90%

100%

Cost Share

Asia

Asr-e-Eghtesad

Donyay-e-Eghtesad

Eghtesad-e-Pooya

5,424,000

4,000,000

5,000,000

6,000,000


11%16%

9%

6%

32%

2%

8%

50%

100%

8%

100%

79%

100%

0%

10%

20%

30%

40%

50%

60%Etemaad

Hamshahri

Khabar-e-Varzeshi

Khorasan

Navad

Shargh

671,000

60,000

722,400528,800

2,169,600

807,600

2,359,500

548,000726,110

0

1,000,000

2,000,000

3,000,000

Main Page

78% 76%

54%

96%

50%

60%

70%

80%

90%

100%

Cost Share

Down Left

Down Middle

Down Right

Advertising Cost (by Position) (Winter 1391)

11,990,200

8,000,000

10,000,000

12,000,000

14,000,000


3% 4%5%

23%17% 18%

23%

50%2%

96% 100%

0%

10%

20%

30%

40%

50%Down Right

Up Left

Up Right

159,900

1,501,440

235,060 130,4100

2,000,000

4,000,000

6,000,000

8,000,000

Main Page

Magazine Advertising (Winter 1391)

70,000 54,000 59,200

1,208,000

863,400

524,200

0200,000400,000600,000800,000

1,000,0001,200,0001,400,000

I G F E D C


2 24

9

26

6

0

5

10

15

20

25

30

I G F E D C

Frequency

D E C F I G Total

Cost 31% 43% 19% 2% 3% 2% 100%Frequency 53% 18% 12% 8% 4% 4% 100%

0%10%20%30%40%50%60%70%80%90%100%

Share of Cost & Frequency

35,000 27,00014,800

134,222

33,207

87,366

020,00040,00060,00080,000100,000120,000140,000160,000

I G F E D C

Average Cost

Main Page

Advertising Cost (by Month) (Winter 1391)

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

Thou

sand

Ria

ls

Day Bahman Esfand

E 904,000 164,000 140,000C 100,000 317,200 107,000G 36,000 18,000 0I 70,000 0 0D 222,100 66,000 575,300F 29,200 12,000 18,000Total 1,361,300 577,200 840,300

0

200,000

400,000

Main Page

17%

8%

38%

25%

3%

40%33%

60%

70%

80%

90%

100%

Cost Share

Asre Ertebat

Chelcheragh

GSM

Hamshahri-e-Javan

Advertising in Different Magazines (Winter 1391)

1,360,000

1,000,000

1,200,000

1,400,000

1,600,000


3%

21%

27%

51%

17%

4%

8%

60%67%

96% 100%

0%

10%

20%

30%

40%

50%

Hamshahri-e-Javan

Khanevadeh

Movafaghiat

Picture World

The Art of Cooking

339,400

234,000

142,500

265,000

235,200

180,000

22,700

0

200,000

400,000

600,000

800,000

Main Page

Sample Report (Outdoor Advertising Tracking)

Address: Shiraz, Vali-e-Asr sq., Salman entrance

Product: Irancell- Gold Bullion

Date: 1391/11/12 Time: 3 PM

Main Page

Address: Karaj, Sepah sq.

Product: Irancell- Gold Bullion

Date: 1391/11/13 Time: 12:52 PM


Main Page

Address: Tehran, Resalat St., West to East, before Seyyed Khandan bridge

Product: Taliya- Aftab Festival

Date: 1391/11/05 Time: 8 PM


Main Page

Sample Report (Web Tracking)

Competitor LocationCompetitorLocationBrandWebsite

Up-Right- HorizontalTaliyaCenter- Right- HorizontalIrancellwww.aparat.com

Main Page

Campaign : H

Duration: Farvardin & Ordibehesht

Media: TV

Number of Insertions: 78

Advertising Budget: 3,278,997,150


Campaign : H

Duration: Farvardin & Ordibehesht

Media: TV

Number of Insertions: 78

Advertising Budget: 3,278,997,150

Reach

81%76%

65% 73%

81% 81% 80% 81% 81% 78%

70% 69%75%

83%79% 78%

85%

69% 67%

50%

75%

100%

78%

0%

25%

Main Page

Average Frequency

3.2

2.8 2.62.6

3.03.3 3.3 3.3 3.3

2.72.3 2.3

3.0

3.4

3.0 2.9

3.5

2.42.5

2

3

4

3

0

1

Main Page

Gross Rating Points (GRPs)

261

211169 189

243267 269 269

185211

164 159

226

283

236 225

294

161 164

150

200

250

300

350

236

0

50

100

Main Page

Sexuality

Index Total Female Male

Reach (000) 5,051 2,580 2,466

Reach (%) 78% 81% 76%

Average Frequency 3.01 3.23 2.79

Total Insertions 78

Gross Impressions (000) 15,228 8,340 6,888

Total Cost (RLs) 3,278,997,150Total Cost (RLs) 3,278,997,150

CPT (RLs) 649,170 1,270,455 1,329,285 (RLs)

CPT Gross (RLs) 215,330 393,162 476,041 (RLs)

GRPs 236 261 211

Duplication 67% 69% 64%

Reach 2+ 64% 67% 60%

Reach 3+ 50% 54% 46%

Reach 4+ 39% 43% 35%

Reach 5+ 30% 34% 26%

Main Page

Age Groups

Index Total 15-20Years old

21-29Years old

31-39Years old

41-49Years old 50+

Reach (000) 5,051 246 1,209 1,337 979 1,243

Reach (%) 78% 65% 73% 81% 81% 80%

Average Frequency 3.01 2.59 2.59 3.02 3.30 3.34Total Insertions 78

Gross Impressions (000) 15,228 639 3,133 4,032 3,234 4,158Gross Impressions (000) 15,228 639 3,133 4,032 3,234 4,158

Total Cost (RLs) 3,278,997,150

CPT (RLs) 649,170 13,275,937 2,709,984 2,452,137 3,346,984 2,637,533

CPT Gross (RLs) 215,330 5,124,274 1,046,594 813,148 1,013,900 788,559

GRPs 236 169 189 243 267 269

Duplication 67% 61% 61% 67% 70% 70%

Reach 2+ 64% 47% 56% 67% 67% 67%

Reach 3+ 50% 32% 41% 53% 55% 55%

Reach 4+ 39% 23% 30% 42% 43% 44%

Reach 5+ 30% 17% 22% 32% 33% 35%

Main Page

emrooz marketing research co. (emrc) - media & ad research dept. profile

Marketing