Basic Terms in Media Planning and Buying

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

The percentage of a given population group consuming a medium at a particular moment

Rating = # of homes or ind.who are watching that program or channel/total population

Home 1 Home 2 Home 3 Home 5 (Not viewing)Home 4

Rating of Kiraz Mevsimi: 2/5= 0,4%Rating of program Sungurlar: 1/5= 0,2%Rating of Kertenkele: 1/5= 0,2%

Kiraz Mevsimi Sungurlar Kertenkele

How are ratings measured?

• Kantar Media started to measure ratings in Turkey in 17 September 2012.

• AGB Nielsen Media Research (AGB Anadolu) was the company which measured the ratings in Turkey since 1989.

• The measurement system has started in Britain in 1962.

• The measurement company is controlled by TIAK (Türkiye İzleme ve Araştırma Kurumu) which consists advertisers, advertising agencies, and TV channels since 1992.

TV Panel• Currently there are approximately 3600 households in the panel in 40 different cities. (People meters are put in each television set in a house)

• These households resemble S.E.S groups in Turkey according to 2012 S.E.S research. (The panel represents 51 million people living in Turkey)

• The ratings of these channels are reported: http://www.tiak.com.tr/raporlanankanallar.htm

Peoplemeter System

1- Database research

2.Panel

5. Data production software

3.Peoplemeter...

4. Data transfer

7.Client

... And special remote control

6.Program, advertising database

http://www.tiak.com.tr/tv-izleme-olcumu.htm

People Meter SystemFrequency Determinator

- assembled to the TV set- determines which channel is beingwatched

Meter - records the time of viewing, who is watching and which channel is being watched - reminds the households to press the button in every 9 min. and each time they change the Tv channel

Main Computer

- the viewing information on meters are transferred to the main computer via modem each night. - this information is combined together with the demographic characteristics of each person in the panel here.

Remote Control

- works different than an ordinaryremote control.-every button is assigned to an invidual in the family. each individual presses his/her own button

20-26 October Week Highest Ratings

Source: ONMEDIA Weekly 43.Hafta)

Target Audience: Total Individuals/ABAll Day

Who use rating data?• Media Owners (TV Stations) and Producers:– How to reach audience?– Which programs attract more audience and which attractsniche ones?– How to maximize ad revenue from the TV Programs?• Advertisers:– Where (which channel/program/time) to put my ad mosteffectively for my brand?– Which target audience? When & where to reach them?– How to maximize the Ad Budget?– How to compete my competitors’ ad?• Advertising and Media Agencies:– Which medium can be used most effectively (deliver theobjective at an efficient budget)?

Gross Rating Points (GRP)Gross Rating Points are the sum of ratings delivered by a given list of media vehicles.

Share

Home 1 Home 2 Home 3 Home 5 (Not viewing)Home 4

Share of Kiraz Mevsimi: 2/4= 0,5%Share of Güllerin Savaşı: 1/4= 0,25%Share of Yetenek Sizsiniz: 1/4= 0,25%

Kiraz Mevsimi Güllerin Savaşı Yetenek Sizsiniz

It states what percentage a program, or station, has of the total viewing/listening audience

Share = # of homes or ind.who are watching that program or channel/total # of homes or ind. who are watching tv at that time

20-26 October Highest Shares

Target Audience: Total Individuals

Source: ONMEDIA Weekly 43Hafta

REACHReach is the percentage of number of different individuals (or homes) exposed to a media schedule at least once within a given period of time

Sana commercial in 4 different programs, 100 homes in total

40 HOMES OUT OF 100 WATCHED OUR COMMERCIAL40% HAVE SEEN OUR COMMERCIAL AT LEAST ONCE

FREQUENCYFrequency is the average number of times individuals (or homes) are exposed to advertising messages.

40% saw the commercial at least once 1+ 23% saw the commercial at least twice 2+12% saw the commercial at least for 3 times 3+5% saw the commercial at least for 4 times 4+

EFFECTIVE REACH

The number of individuals (or homes) reached by a media schedule at a given level of frequency.

EFFECTIVE FREQUENCY

Level or range of audience exposure that provides what an advertiser considers the minimal effective level, and no more than this optimal level or range.

COST PER RATING POINT (CPP)

CPP is the cost of purchasing one rating point.

COST PER RATING POINT PER SECOND (CPP/SEC.)

The figure that indicates the cost of advertising exposure to one percentage of the target group, audience, or populationper second.

AVERAGE TIME SPENT (ATS)

Average time spent states how much time an individual in a target audience spends while watching television, reading newspaper...

COST PER THOUSAND (CPT)

CPT indicates the cost of advertising exposure to a thousand household or individuals. It is also a comparison that shows the relative cost of various media or vehicles.

SHARE OF SPENDING (SOS)

Percentage of all competing product spendings in a certain category.

Share of spending in baby care sector

2009

RATECARDA printed listing of advertising rates for a single media vehicle.

Arka Kapak

Kapak İçleri

3. Sayfa

4+5 Sayfalar

6+7 Sayfalar

Orta 2 Sayfa Insert

AUTO SHOW 29.000 21.500 21.500 31.500 30.000 31.500 31.500

EKONOMİST 34.000 25.000 --- 37.000 35.000 37.000 37.000

HAFTA SONU 22.500 17.000 17.000 23.000 22.000 23.000 23.000

HELLO 27.500 20.000 20.000 28.500 27.000 28.500 28.500

SEDA MAGAZİN 22.500 17.000 17.000 23.000 22.000 23.000 23.000

TEMPO 67.500 50.500 50.500 73.500 70.000 73.500 73.500

SHARE OF VOICE (SOV)

Percentage of all competing product messages in a certain category within a market.

WIPES3.84035%

SHAMPOO5.95354%

BODY CARE1.26911%

Share of voice in baby care sector

Total GRP: 11.062

Top 20 Advertisers in Radio Jan-June 2007

No Reklam Veren Toplam Süre/Sn1 Coca Cola Corp. 1.237.5002 Ulker 1.088.4303 Akbank 1.010.4814 Turkcell Ileti.Hiz.A.S. 959.3955 Garanti Bankasi 855.0126 Vodafone Telekomunikasyon A.S. 826.0377 Arcelik A.S. 798.6278 Yapi Kredi Bankasi 693.9629 Turk Telekom A.S. 528.466

10 Avea Iletisim Hizmetleri A.S 440.05411 Eti 399.91012 Ford-Otosan Otomotiv 386.83313 Finans Bank 370.26114 Anadolu Hayat Emeklilik 366.83515 Fiat 359.39316 Turkiye Finans Katilim Bankasi 319.89317 Is Bankasi 299.82818 Dermacos Kozmetik 289.48819 Bosch 274.53520 Denizbank 271.599

SHARE OF VOICE (SOV)Koç SOV Sec. Jan-June 2007

SCHEDULEA chronological list of advertisements of a brand in a specific time according to the media where the advertisements will be published or broadcasted.

FLOWCHARTA table which shows the flow of media spendings of a brand for a specific time. It also includes the GRPs, reach and frequency figures.

Sample FlowchartTEFAL 2010 / 1. YARI YIL TOPLAM

1 2 3 4 1 2 3 4 1 2 3 4NUTRICOOK DÜDÜKLÜ TENCERE

ETKİN ERİŞİMETKİN FREKANS (AYLIK)NET ERİŞİM/FREKANSAKTİF HFTGRP/HFT 200 100 100GRP/AY 400ORT FILM SN CPP (EVKADINLARI)ÖLCÜLEN KANAL NET $ 167.159ÖLCÜLMEYEN KANAL NET $ 40.000RADYO SN.RADYO BÜTÇESİ (8 KANAL) 20.000TOPLAM NET BÜTÇE 207.159

ACTIFRY

ETKİN ERİŞİMETKİN FREKANS (AYLIK) 3+NET ERİŞİM/FREKANSAKTİF HFTGRP/HFT 150 100 75 75 75GRP/AYORT FILM SN CPP (EVKADINLARI)ÖLCÜLEN KANAL NET $ÖLCÜLMEYEN KANAL NET $ 0TOPLAM NET BÜTÇE 194.925

AUTOCLEAN ÜTÜ

ETKİN ERİŞİMETKİN FREKANS (AYLIK)NET ERİŞİM/FREKANSAKTİF HFTGRP/HFT 320 240 120 120GRP/AYORT FILM SN (10)CPP (EVKADINLARI)ÖLCÜLEN KANAL NET $ 308.119ÖLCÜLMEYEN KANAL NET $ 40.000TOPLAM NET BÜTÇE 308.119

GRP/HFT 0 200 100 420 240 120 270 100 75 75 0 0 1.600GRP/AY 1.600ÖLCÜLEN KANAL NET $ 670.203ÖLCÜLMEYEN KANAL NET $ 80.000TOPLAM NET BÜTÇE 750.203

720

553+

55%-3+3 HFT.

13,93

344.605 72.000

554+

60%-3+/50%-4+

278.598 319.605 72.000

0

730 150

55.000 25.000 0333.598

122.925

122.925

4 HFT

3016,39

55%-3+

400

111.439 196.680

111.439 196.680

3016,0

72.000

72.000

800

13,93

15.000 25.000

25 2516,39

5+60

60%-2+

NISAN

207.159

167.15940.000

13,93

20.000

HAZİRANMAYIS

30400

29

55

Circulation and Net Sales

Circulation: # of prints of a newspaper or a magazine

Net Sales: Sales of newspapers after distribution

Basic Terms• Impression: Page view• Cost per mille (CPM): Cost per 1000 impression• Cost per view (CPV): Cost per one impression• Unique visitor: # of visitors who see the web

page/advertisement for min. one time

Online Media

Basic Terms

• Click• Cost per click (CPC): Cost per one click• Click through rate (CTR): Ratio of clicks to total

impressions

Online Media

Basic Terms• Cost per acquisition (CPA): Cost per online

sales• Cost per lead (CPL): Cost per member• Bounce rate: Rate of visitors who close the web

site straight away• Conversion rate: Ratio of clicks to targeted

actions

Online Media

CLUTTERExcessive amounts of advertising or editorial material carried by media vehicles. The amount may be excessive both in terms of the total advertising time and space and in terms of its scheduling.

• Choose a brand from the list of advertisements from the instructor determine its target audience (demographic, psychographic, buying behaviour and media consumption) and follow up its advertising campaign in all media till 31st December 2014.• Take notes about where/when you see the advertisement in detail.• Write a report for one page about the media strategy of the brand.

Assignment

• Work in groups (3 students)• Each group should choose a different campaign.• Deadlines:

– Groups and brands should be determined by the 14th Nov 2014, latest.– Reports about media strategy and follow up should be handed in by the 5th January 2015, Monday, latest.

Assignment

Assignment for International Students

• Write a report (1,5 space, times new roman, max. 3.500 words) on your countries’ media environment which introduces general frameworks and structure. The following issues are some examples of what you should cover in your report:– Media ownership– Mainstream media (television channels, newspapers, magazines, radio

etc.)– Alternative media– Media contents– Media consumption habits– Contemporary media trends– Important numbers and analysis on media Deadline: 5th January 2015, Monday, latest.

PROBLEMS IN MEDIA PLANNING

• Insufficient media data

• Lack of objectivity

• Time pressures

• External influences• Pressure to produce creative media plans• Institutional influences on media decisions

• Measuring advertising effectiveness