MEDIA LANDSCAPE+TerminologyBy Roopam Garg, MEC Global at Great Indian Marketing Weekend – www.gimw.in

INDIA - CONNECTED AND GROWING

150 mn

MOBILE, THE SECOND HIGHEST REACH MEDIUM AFTER TV

Source: IRS Q4 2012, Q2 2009

% P

enetr

ati

on

TV C&S Press Radio Cinema Internet Mobile

63 56

20 183 4

35

86 81

3523

5 9

5052 44

13 152 2

28

All India Urban Rural

2012

% P

enetr

ati

on

TV C&S Press Radio Cinema Internet Mobile

5636

20 213 1

15

8165

3524

6 4

2844

2313 20

2 09

2009

Internet and Mobile under reported in IRS. As per IAMAI figures, Internet population at 150 mn,

921 mn mobile connections

TELEVISION AND PRINT SPENDS HIGHEST, DIGITAL FASTEST GROWING

Television Print Radio Cinema OOH Digital All Media

3 2

5

15

2

28

4

12

57

15

6

32

9

12 on 11 growth 13 on 12 growth

Source: GroupM TYNY WW 2012

6.6 BN2.73 BN

0.36 BN0.32 BN0.04M0.36 BN2.73 BN

% growth

US$

DESK INTERNET

150 mn

ENGLISH PRINT

38 mn

DIGITAL IN PERSPECTIVE

CLAIMED READERSHIP

7.5 mn

DAILY REACH

10 mn

DIGITAL IN PERSPECTIVE

Source: comScore

ONE OUT OF THREE INTERNET USERS IN INDIA IS A WOMAN

MORE PERSPECTIVE

Source: TV- TAM – Aug 2011, C&S Universe, 5Min + Unique Monthly ReachYouTube – Comscore, IAMAI, Aug 2011 Unique Reach

Publication Readership(000s)

Times of India 7142Yahoo Home Page 4135 

Hindustan Times 3347

The Hindu 2169

Deccan Chronicle 1152

Telegraph 1150

Mumbai Mirror 810

Economic Times 757

DNA 793

Yahoo! Home page is the second largest English

daily

YouTube is the 8th biggest channel in the

Country

ADVERTISING TO DIGITAL VIDEO CONTENT

4BN

3RD

60%

Monthly YouTube Views Largest Video Market Growth in Online Video in 2013

THE DEMOCRATIZATION OF THE MOBILEPHONE

921 180 74

Mobile Subscriptions GPRS Enabled Phones Smartphone Users

All Numbers are Millions

SOCIAL MEDIA AND MOBILE FUELLING THE INTERNET

90 70 34

Facebook Users Access via Mobile Device Access via Feature Phone

All Numbers are Millions

TECHNOLOGY ENABLERS

THE NEW EQUATION

CONNECTED = ENGAGED

Media Terminology Basics

• Target Audience & Universe

• TV• Ratings• GRPs• Coverage (Reach)• Average Frequency

Introductory Terms• TARGET AUDIENCE

• Definition : The demographic group that has been identified as

the key consumer group for the brand. All

marketing/advertising activity is concentrated on

reaching/appealing to this group

This needs to be layered with Behavioral understanding of consumers to engage and connect with consumer

Socio-Economic Classification (SEC) Grid: Print

SOCIO-ECONOMIC CLASSIFICATION GRID : URBAN

EDUCATION

OCCUPATION Illiterate Lit. no sch/school

upto 4 years

Sch 5-9 yrs

SSC/HSC

Some college

Grad/ PG gen

Grad/ PG prof

Un Skld Wrker E2 E2 E1 D D D D

Skilled Worker E2 E1 D C C B2 B2

Petty Trader E2 D D C C B2 B2

Shop Owner D D C B2 B1 A2 A2

B’men/Ind with no of employees :

…None D C B2 B1 A2 A2 A1

…1-9 C B2 B2 B1 A2 A1 A1

…10+ B1 B1 A2 A2 A1 A1 A1

Self Emplyed Prf D D D B2 B1 A2 A1

Clerk/Salesmen D D D C B2 B1 B1

Supervisors D D C C B2 B1 A2

Off, Exec – Jr C C C B2 B1 A2 A2

Off,Exec-Sr/middle B1 B1 B1 B1 A2 A1 A1

SOCIO-ECONOMIC CLASSIFICATION GRID : RURAL

EDUCATION TYPE OF HOUSE

PUCCA SEMI PUCCA

KUCHHA

Illiterate R4 R4 R4

Literate but no formal school R3 R4 R4

Upto 4th std R3 R3 R4

5th to 9th std R3 R3 R4

SSC / HSC R2 R3 R3

Some college but not graduate R1 R2 R3

Grad / Post Grad [general] R1 R2 R3

Grad / PostGrad [professional]

R1 R2 R3

Urban Markets : • All statutory towns ie. All places with a municipal corporation,

municipal board, cantonment board or notified town area etc.• All other places which satisfy the following criteria :

• A minimum population of 5,000• 75% male working population in non agricultural (and

allied) activity; and• A density of population of at-least 400 per sq.km.

Rural Markets :• As per NRS : irrespective of population size, places which have 75%

of the male working population engaged in agricultural and allied activity (fishing, livestock, plantation, etc)

• As per IRS : All areas not identified as ‘Urban’ are classified as ‘Rural’.

Introductory Terms

• TARGET AUDIENCE

• Definition : The demographic group that has been identified as

the key consumer group for the brand. All

marketing/advertising activity is concentrated on

reaching/appealing to this group.

• UNIVERSE

• Definition : The actual number of individuals within the

defined target audience.

• In Practice : The Whisper target audience is 15-45 year old Women.

The Philishave target audience is Men aged

18-40 yrs.

• In Practice : The 15-60 yr Women universe is 5,000,000.

(Market X) The 18-40 yrs Men universe is 2,750,000.

Television

Definition : The percentage of the target audience who saw

the programme/commercial

1 rating point = 1% of the target audience.

Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating

A Rating

Definition : The sum of all ratings achieved in a campaign.

(Note : GRP levels are generally measured and

reported on a 4 week basis.)

Gross Rating Points (GRP’s)

Definition : The sum of all ratings achieved in a campaign.

(Note : GRP levels are generally measured and

reported on a 4 week basis.)

In Practice : Our commercial appeared in the following

programmes :

Programme Rating

F 32%

D 21%

M 18%

S 24%

N 15%

110%

- 110 GRPs achieved (or 110% of defined universe)

Gross Rating Points (GRP’s)

Definition : The percentage of the target audience who saw

the commercial at least once during a given campaign period.

Coverage (Reach)

Definition : The percentage of the target audience who saw

the commercial at least once during a given campaign period.

In Practice : ProgrammeFDMSN

Rating3221182415

110 GRPs

Unduplicated Reach3211974

63%

Cumulative Reach3243525963

63% Reach

Coverage (Reach)

Definition : The percentage of the target audience who saw

the commercial at least once during a given campaign period.

In Practice : ProgrammeFriendsDynastyMovieSportNews

Rating3221182415

110 GRPs

Unduplicated Reach3211974

63%

Cumulative Reach3243525963

63% Reach

Coverage (Reach)

Definition : The number of times, on average, the audience

reached sees the commercial during a given period.

Formula : Average Frequency = Total GRPs ÷ Reach or

GRPs = Reach x Average Frequency

Average Frequency

Definition : The number of times, on average, the audience

reached sees the commercial during a given period.

Formula : Average Frequency = Total GRPs ÷ Reach or

GRPs = Reach x Average Frequency

In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency

Therefore, 63% of the target audience will see

the commercial on average 1.75 times during the

given period.

Average Frequency

Print

•Reach: The number or percentage of a population group exposed to media schedule within a given period of time Reach = Total exposure of all HHLDs / Avg. Frequency

•Gross Reach: Total opportunities to see ads in a given schedule (making no allowance for duplication)

•Net Reach: Assessment of the no. of people who have at least one opportunity to see an ad in a given ad schedule ( making allowance for duplication)

Reach/Readership/Circulation Related Terms

•Average Issue Readership: Unless otherwise specified,

readership refers to AIR. It is estimated by determining the no.

who have read an issue within a specified time interval, which

is equal to the publishing interval of the publication. This is

known as recent reading method. But recent reading method

needs review because in rural areas irregular distribution is a

problem

•Duplication: The estimated number of people who read either

two or more given publications or two or more issues of the

same publication

•Claimed Readership: It is the estimated number of people who

have last read the publication in a definite time frame with a

frequency greater than zero [ever].

•Claimed readership of Magazines is relatively higher as

compared to a Daily.

–Essentially due to higher shelf life leading to higher pass

along readership

•Audit Bureau of Circulation: An organization formed by media suppliers, advertisers, & advertising agencies to audit the circulation statements of its member newspapers & magazines

Hits, Files, Page Views & Visits

Understanding Digital Media Basic Metrics

Page views

•Also called impressions and exposures.

•A logical measure of usage based on what the user receives.

Unique Vistors

•a single user session

•perhaps the most useful indicator but difficult to track unless cookies are used.

CPM

Cost Per Thousand•CPM is the cost to reach a thousand people.

Stickiness

•How long do users remain at a site?

•A pattern of usage measured in•Time•Pages

•Games and community sites are sticky; users stay on the site for a long time.

Click-through Rate (CTR)

•How many people actually clicked on the banner

•Click-through initially averaged higher than it does today. Down below 1%.

•Publishers argue that click-through rate fails to account for value of an impression.

•Studies have shown that even when CTR is low the ads still work

Summary

•Online Media provides critical reach for many brands

•TV + Online has potential to provide significant “lift” for most campaigns

•Online media strategy needs to translate your communication approach

•Creative Strategy counts• Distinctive eye catching ads work harder

• Premium for large format is justified

•Coherence with online and offline media critical

Thank You

www.gimw.in