Media Gloss

Contents

Media terminology

A series of decisions involving the delivery of messages to audiencesA series of decisions involving the delivery of messages to audiences

Goals to be attained by the media strategy and programGoals to be attained by the media strategy and program

Decisions on how the media objectives can be attainedDecisions on how the media objectives can be attained

A series of decisions involving the delivery of messages to audiencesA series of decisions involving the delivery of messages to audiences

Goals to be attained by the media strategy and programGoals to be attained by the media strategy and program

Decisions on how the media objectives can be attainedDecisions on how the media objectives can be attained

Media Terminology

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

MediaPlanningMedia

Planning

MediaObjectives

MediaObjectives

MediaStrategyMedia

Strategy

Number of different audience members exposed at least once in a given time periodNumber of different audience members exposed at least once in a given time period

The potential audience that might receive the message through the vehicleThe potential audience that might receive the message through the vehicle

The number of times the receiver is exposed to the media vehicle in a specific time periodThe number of times the receiver is exposed to the media vehicle in a specific time period

The potential audience that might receive the message through the vehicleThe potential audience that might receive the message through the vehicle

Number of different audience members exposed at least once in a given time periodNumber of different audience members exposed at least once in a given time period

Media Terminology Contd..

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

ReachReach

CoverageCoverage

FrequencyFrequency

Role of Media/Media vehicles

Reach builder – Mass reach media are costly eg. Star Plus, Daily Jagran, Times Of India

Frequency booster – Less reach and hence less cost. Eg. Discovery Channel, Midday,

Image enhancer (quality fit) Quality reach BBC, CNBC

Setting Media Objectives

Media Coverage

Media Delivery

Optimization or Balance

Reach

Frequency

Media planning

Who are we talking to ? : Target audience

Where are these people ? : Markets

How many people to reach ? : Reach

How many times ? : Frequency

Which media ? : Media selection

Which vehicles ? : Vehicle selection

Which months ? : Scheduling

Media planning contd.

Target Audience : Communicating with a diverse set of target audience (Consumers and

Customers) Geographies : Important to put adequate weight

behind each market Reach : Building awareness through Reach Continuity : No. of weeks of activity in a year Frequency : No. of exposures required for the

desired response Context : Editorial fit – where message is

supported by the medium

Universe

The Total/Actual number of people in a defined

target audience

Target Audience

Consumers v/s Customers

Customers v/s Influencers

Socio-Demographic

Psychographic

Source of business

Attitudinal

Life-style based

Some Examples Demographic

Siemens Cell Phones : Men, SEC AB Kelloggs Chocos : Kids, 6-12 years

Product-Usage/Ownership Ceat Tyres : Car-owners Denim ASL : Users of Shaving Systems

Psychographic Dabur Chyavanprash : Troubled Homebody Cosmopolitan : Gregarious Hedonist

Target Audience CoverageTotal population

Target market

Secondary audience

Media Coverage

TargetMarket

Proportion

FullMarket

Coverage

PartialMarket

Coverage

Secondarycoverage

Market Prioritization

Principle

1. Put the money where the money is coming from

- market consolidation

2. Put the money where the money is not coming from at present, but future chances are high

- Market expansion

Media Mix

It refers to the use of two or more different media forms in one advertising plan.

The purpose is To extend reach of the plan To increase the opportunities to see (OTS) To provide different stimuli to reinforce the communication

message To reach psycho graphically distinct audience To utilize some of the intrinsic values of a medium to extend

the creative effectiveness of the campaign (such as music on radio and long copy in print)

To exploit the power of synergy (Eg: 2+ 2 = 5)

What is Reach ?

Reach is a form of audience accumulation.

It is a measure of how many different households or

audience members were exposed at least once to one

or more media vehicles over a period of time.

Gross Reach, Net Reach, OTS – Eg.

Times (1)Times (1) HT (1)HT (1)

20,00020,00020,00020,000 30,00030,000

Gross Reach in numbers Gross Reach in numbers = 90,000= 90,000Net ReachNet Reach = 40,000 + 50,000 - 20,000 = 70,000= 40,000 + 50,000 - 20,000 = 70,000

OTSOTS = 90,000 / 70,000 = 1.29= 90,000 / 70,000 = 1.29

Cumulative Reach buildup Times of India and India Today

0

1000

2000

3000

4000

5000

6000

7000

8000

1 2 3 4 5No. of insertions.

Reach in terms of No. of readers

TOI

India Today

Eg :Plan reach

Prog A 100 people

Prog B 100 people

Duplication bet A - B = 20i.e., 20 people who watch prog A also watch prog B

TG = 300

Plan Reach

Prog A 100

Prog B 100

Dupli 20

Plan reach = A + B - Dupli (AB) 100 + 100 - 20 = 180

TG = 300

Plan Reach = 60%

Average OTS

Prog A 100 people

Prog B 100 people

Duplication 20 people

Reach 180 people

Media plan 3 ads in prog A & 3 ads in prog B

What is the average OTS ?

Average OTS

The total number of exposures that the campaign has among the people reached out

(100 X 3) + (100 X 3) = 600

(Prog A) (Prog B) That the campaign has been exposed 600

times among 180 people Therefore on an average how many times

does one person get to see the ad ?

600 / 180 = 3.33

E.g.. Incremental reach by adding publications

33

52

45

56

0

10

20

30

40

50

60

TOI TOI + MT TOI + MT + Loksatta TOI+MT+Loksatta+Midday

Reach (%)

With 1 insertion added we can see the reach over media vehicle selected

Frequency Concept

How many times the target persons are reached by a schedule.

Average Frequency/OTS

The average number of times the target audience was exposed to the campaign

Reach Vs. Frequency

Reach - The actual number of individual

audience members reached at least once by

the vehicle.

Frequency - The number of times the

receiver is exposed to vehicle in a specific

time period.

GRP (Gross rating point) = Reach x

frequency

Rating

A rating is the percentage of individuals or homes exposed to an advertising medium.

Generally used for television.

Channel Share

The percentage of homes viewing TV tuned in

to a particular program/channel

TRP

Definition :The percentage of the target audience who saw the programme /commercial

1 rating point = 1% of the target audience

Formula: Audience viewed /TV owning audience*100

GRPs

Gross Rating Points A measure of gross message weight

A summation of all the TRPs for a particular

media schedule

GRP levels are generally measured and

reported on a 4 week basis

It is a measure of the media plan’s thrust

SOE (%)

Share of Expenditure A relative media weight As a % of the total advertising expenditure of

the category

SOV (%)

Share of voice : A measure of media weight distribution As a % of the total GRPs delivered by the category

A more reliable measure of relative weights because: Measures a parameter that directly links media to

TG Smoothens out differences in media buying among

brands in category

Definition : The cost of buying one rating point.

Formula : Cost / GRPs = Cost per Rating Point

CPRP

Scheduling

Scheduling TechniquesFlighting - Refers to periodic waves of advertising

separated by periods of total inactivity- Achieves greater frequency- Allows flexibility of timing- Recognizes seasonality

Continuous - Refers to the scheduling year round activitywith little or variation in pressure- Serves as a constant reminder- Covers the entire buying cycle- Advisable for regular FMCGS

Pulsing - Is a combination of flighting and continuous scheduling- A continuous base of support augmented by intermittent bursts of heavy pressure- Costs more

Three Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

PRINT TERMINOLOGIES

Some Definitions for Print

Average issue Readership:

The estimated no. of people who have read any issue of the publication within

a specified time interval which is equal to the periodicity of the publication.

Claimed Readership:

No. of people who claim to have read a publication with a frequency greater

than zero

Sole Readership:

Estimated no. of individuals who read only that particular publication and no

other publications.

Some Definitions contd..

Household :A person living alone or a group of persons who are related by blood,

marriage or adoption staying together & sharing food from the same kitchen

CWE :The member of the family who makes highest contribution to the HH

expenditure, either as his income or as his remittance.

Housewife: The female or the male member of the HH who is chiefly responsible for

taking decisions with regard to the purchase of goods for general HH use. i.e. FMCGs

Reader: An individual who has read a publication within its periodicity.

Indian Readership Survey

IRS is a “sample” survey, not a Census-like counting survey

2,30,000 respondents are randomly selected

They represent whole of India Findings.

Further “extrapolated” to the overall

Household/Individuals Universe, basis Census

Genre wise Channel

Channels No. of TV HHsAaj Tak 9770Star News 8085Zee News 7588NDTV India 6441BBC World 5521India TV 4994NDTV 24x7 3645CNN 3197CNBC TV18 2385Headlines Today 1862Sahara Samay - Mumbai 1263In Mumbai 148Total 54899

News Genre

Channels No. of TV HHsAastha 7562Sanskar 6775Total 14337

Religious Genre

Channels No. of TV HHsStar Sports 8354Ten Sports 8002ESPN 7521Total 23877

Sports Genre

Channels No. of TV HHsDiscovery Channel 8990NGC 7795Animal Planet 7252History Channel 4614Discovery T & L 2709Total 31360

Infotainment GenreChannels No. of TV HHsStar Movies 8123HBO 7721AXN 7590Star World 7146Zee Cafe 3174Zee Studio 2599Hallmark 1947Zee Trendz 1558Zee Premier 1360Total 41218

Eng Movies & Ent Genre

Channels No. of TV HHsDD1 (National Network) 14859DD News 12293Total 27152

DD National & News

How do they consume media?

92

84

74

29

1814

0

10

20

30

40

50

60

70

80

90

100

TV Press Satellite Radio Cinema Internet

Reach %

IRS 2006, Males, 25 +, SEC A&B

All channels Shares in our TG 241 channels with share less than

1% Total of 300+ channels available

Others27%

Cartoon Network2%

Teja Tv2%

Ten Sports2%

Udaya TV2%

ESPN2%

ETV Bangla1%

Sahara one1%

ETV kannada1%

ETV Marathi1%

Sony TV4%

Cable Regional10%

Star Plus12%

DD13%

Zee TV3%

Aaj Tak1%

Sun TV7%

Gemini TV5%Max

3%Zee Cinema3%

Eenadu TV3%

Star Gold3%

KTV2%

Channel Shares - News

Zee News10%

India TV6%

CNBC TV185%

CNN IBN4%

DD News4%

NDTV Profit4%

Channel 76%

NDTV 24x75%

Star News15%

Aaj Tak20%

NDTV India13%

Headlines Today1% Times Now

1%Awaaz

2%

Sahara Samay4%

Channel Shares – English Entertainment

Zee Cafe2%

Zee Studio8%

Animal Planet8%

NGC8%

Discovery13% Discovery T & L

2%

Star Movies24%

Star World8%

AXN8%

HBO17%

Hallmark Channel

2%

Channel Shares – Hindi Mass

Sahara One13%

Zee Smile1%

SAB4%

Star One4%

Sony12%

DD18%

Star Plus46%

Zee TV12%

Star Gold29%

Filmy12%

MAX29%

Zee Cinema30%

Top 10 Dailies & Magazines (IRS, 2006)

Dailies Readership (000s)The Times Of India-(All Editions) 2538Dainik Jagran-(All Editions) 2451Dainik Bhaskar-(All Editions) 1861Ananda Bazar Patrika 1338Hindustan Times-(All Editions) 1252Amar Ujala-(All Editions) 1230Hindustan-(All Editions) 1166Hindu 928Gujarat Samachar-(All Editions) 921Daily Thanthi-(All Editions) 860

Magazines Readership (000s)India Today (Eng) 1339Readers Digest 902India Today (Hin) 676Saras Salil (Hin) 537Grihsobha (Hin) 489Outlook 474Nirogdham 474Filmfare 463Competition Sucess Review 454Kumudam 412

Facts

The old Radio is once again raising a loud crackle in Indian airwaves

Radio penetration in urban India is increased from 18.4 % (03) to 21.5% (05)

FM radio’s penetration in Urban India has risen from 8.8%(03) to 13.3% (05)

Currently, Radio has a 2% share of total advertising spend in India.

A Plethora of Offerings

Programming InnovationF C T

Capsules

Contests

Customized Properties

Association with specific events

Sponsorships

RJ Activities

Activations

Defining TAM

TAM – a Peoplemeter panel

The Peoplemeter system

The most advanced, commercially active technology in the world

today

The Peoplemeter is an electronic device attached to TV set

which automatically records:

• The time that the TV is switched on / off

• The channel that the set is tuned to at any point in time

• Channel change

A handset is provided to the household by which household

members can register commencement and end of TV viewing

TAM measures ?

1. TAM measures in-home minute to minute TV viewing for all TV

owning households in Class I India

Hence, TAM does not measure :

1. Out-of-home

2. Rural

3. Urban India with towns having population < 100,000

TAM measures ? Contd..

2. The reporting for the data is done across standard

regions and demographic classifications

TAM operations : A snapshot

Across 73 towns in India

Panel comprising 4555 homes

Imagine asking 20,000+ individuals every minute,

365 days of the year what they watch!

Viewing monitored for ~ 290 active channels

Top 6 metro sample sizes

Metros Sample Homes

Mumbai 450Delhi 425Kolkata 265Bangalore 255Hyderabad 255Chennai 255Total 1905

State sample sizes

Market 1 Mn.+ 0.1-1 Mn. Total HomesRoAP 110 195 305Gujarat 160 110 270PHCHP 105 155 260RoKar 0 115 115Kerala 110 110 220RoMah 115 180 295RoTN 110 120 230UP 150 180 330RoWB 0 110 110Orissa 0 110 110Bihar 30 60 90MP 105 110 215Rajasthan 30 70 100

Total 1025 1625 2650

Sample sizes at the state level (figures are number of sample homes)

Schematic Representation of the Peoplemeter Equipment

Set Monitoring Unit

Detector Sensors TV Tuner

TV

Data Module

1 235

4

9

67 8

121110

VAC TT

Handset

It automatically picks Up…..

What is the status of the TV set ?

(e.g. TV On/ Off, change in channel, ……..)

Who is watching the Television ?

What Time, Day and Date is the Television being

viewed ?

What Frequency (channel) is being viewed ?