Media Planning

The 5Ws & 1H of Media Planning

WhoWhen

WhyWhat

Where

How

The Product,Ad Message

TheConsumer

MediaSelections

Seasonality

MarketsLaunch,Promo

Media PlanMedia Plan

Why do we need a Media Plan ?

• Attaining the marketing objectives

• Delivering the advertisement message to the consumer effectively

Marketing objective

Media objective

Media Strategy

Before we make the Media Plan....

Criteria considered in development of Media Plan

• The media mix• Target market coverage• Geographic coverage• Scheduling• Reach vs Frequency• Creative aspects & mood• Flexibility• Budget

Choosing Among Major Media Types

• Target audience and media habits

• Product characteristics• Message

characteristics• Cost

Major Media Types

• Newspapers• Television• Direct mail• Radio• Magazines

• Outdoor• Yellow pages• Newsletters• Brochures• Telephone• Internet

Target Market Coverage

Full market coverage

Partial market coverage

Wastage

Advertising Timing Patterns

Media Selection

• Reach• Frequency• Impact• Exposure

Relationship between Trial, Awareness, and Frequency

The Frequency Debate :Krugman vs JP Jones

Krugman• Frequency

– Three exposures optimal in a Purchase cycle...

– Diminishing returns after 3 exposures

• Reach : secondary

• Continuity– Only if affordable at 3+ levels

JP Jones• Frequency

– 1 exposure within a PC is the most efficient

– More than one sets in diminishing returns

• Reach : maximize at 1+

• Continuity– low levels on a continuous

basis

The two approachesResponse Curve

0

10

20

30

40

50

60

70

80

1 2 3 4 5 6 7Freq.

Resp

onse

Response Curve

0

10

20

30

40

50

60

0 1 2 3

Resp

onse

Media Measurement Metrics

• First level: Reach, Frequency, TRPs, GRPs

• Second level: CPTs, CPRPs

• Third level: Response, Leads

• Fourth level: Customers

Universe

The Total/Actual number of people in a defined target audience

Reach

•Number of individuals from the universe who are

exposed to the medium or vehicle

•Reach is normally expressed in % terms

Calculation of Reach

Universe: 10 individuals.

For a single episode of CNBC News-

if out of the above 10 people 6 saw at least 1 minute of the

programme then,

Reach:6 out of 10

Therefore, reach = 60%

Is there a term that encompasses both Reach and Time Spent ?

TVR

Principle : Reach x Time Spent

TVRs v/s Reach

A B C D E

1 X X

2 X X X

3 X X X

4 X

5 X X

Individuals

Min

utes

TVRs v/s Reach

• People that saw the programme for at least 1

continuous minute :

A + B+D+E =4

Therefore, Reach=4/5

Reach=80%

TVR vs ReachPerson Minutes Viewed Minutes Available

A 3 5

B 1 5

C 0 5

D 2 5

E 5 5

5 (A+B+C+D+E)x 100

Ratings = On an average 44% of universe of the TG saw the entire Time band

TVRs :(3/5)+(1/5)+(0/5)+(2/5)+(5/5)

•The sum of all ratings achieved in a campaign.

• GRP levels are generally measured and reported on a 4

week basis

• It is a measure of the media plan’s thrust

Gross Rating Points (GRPs)

Reach x Frequency = GRPs

Gross Rating Points (GRPs)

4 spots of a TV ad are placed in Big Boss, and 3 spots in Balika Badhu. If the TRPs of each of these programmes is 30 and 20 respectively, calculate the GRP.

GRP= 4x30 + 3x20 =120+60

Gross Rating Points (GRPs)

GRP= Reach x Frequency

A GRP of 100 could imply• 100% of the market is exposed to the ad once• 50% of the market is exposed to the ad twice• 25% of the market is exposed to the ad 4 times

reach reachAOTS

When the duplication is lower, the reach increases and average OTS decreases

(e.g When dupln. is 10, reach is 63% and AOTS is 3.15)

Reach and AOTS are inversely related

AOTS.rch rch

When the duplication goes up reach decreases and average OTS increases

(When dupln. is 40, reach decreases to 53% and AOTS is now 3.75)

Reach and AOTS are inversely related

Measures of Audience Size-Print

• Circulation• Audience (reach)• Effective audience

Circulation Vs readership

• Circulation– Measured by the Audit Bureau of Circulations ( ABC ) on an

on-going basis with results reported every 6 months– Copy count. Number of copies sold– Not possible to identify / profile the buyer.

• Readership– Measured by independent periodic surveys ( NRS )– Measures the number of people who actually read the

newspaper.– Possible to profile the consumer.

Circulation Vs Readership : RPCAudience Publication Circ Rdrs Rdrs/

000 000 Copy

Adults Stardust 175 875 5Business Today 150 450 3

Men India Today 175 350 2Business Today 150 300 2

Senior India Today 175 175 1Bus. Men Business Today 150 300 2

Measures of cost efficiency• Basic principle of media planning is that media

should be selected on their ability to reach the largest audience at the lowest cost.

Cost of space CPT = --------------------- x 1000

Readership or circulation

In other words, CPT is the cost of reaching a thousand readers of the publication in question

CPRP= Cost of spot------------------------ X 1000Program rating

Share of Voice : SOV– 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– Smooths out differences in media buying among brands in

category

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

category

Share of Market: SOM

5W + 1H = Media Plan

What is Media Planning?

A Simple Equation