4cv Kde komunikovat a kdy

Kde komunikovat a Kdy?

Výběr a definice mediálních kanálů a optimální doby komunikace

Komunikační proces

Communication brief

Analyses

Communication

cornerstones

Deals negotiation

Campaign Architekcture

Implementation planning

Negotiation

Campaign operation

management

Checking

Evaluation

•KOMU•CO•KDE•KDY

13.0

4.2

023

Kde komunikovat?

Úkolem je najít nejvhodnější komunikační kanály

60

80

100

120

140

160

180

0 20 40 60 80 100

Reach

Affinity index

OOHInet

Radio

TV MagazinesCinema

Media consumption – M 25-35 CDE

Source: Median, MML-TGI CR Q1-Q2 2009

• Very simple analysis shows the performance of every media type in terms of reach and affinity in general context

• The best performing media vehicles are located in upper right hand side of this chart

13.0

4.2

023

4

60

80

100

120

140

160

180

0 20 40 60 80 100

Reach

Affinity indexTV yesterday

Radio yesterday

Newspaper last issue

Weeklies last issue

Biweeklies last issue

Suplements last issue

Mothlies last issue

Internet last week

Cinema last month

Indoor

Outdoor

Recomendation

Special offers

Competition

Sponsor

DM

Media consumption – M 25-35 CDE


High affinity media

High reach media

• Very simple analysis shows the performance of every media type in terms of reach and affinity in general context

• The best performing media vehicles are located in upper right hand side of this chart

13.0

4.2

023

5

Media consumption – M 25-35 CDE TG: M 25-35 CDE

OOH last week

TV yesterday

Dailies last issue

Internet last week


Affinity (100 % = average)

Reach

in

firs

t tw

o c

on

su

mp

tion

qu

inti

les (

40

% =

avera

ge)

Magazine last issue

Cinema last month

Radio yesterday

80

74

5054

59

16

72

0

10

20

30

40

50

60

80 90 100 110 120 130 140 150

• Different view based on the power of consumption for two strongest media quintiles, counted on MML-TGI

• Any media scoring above the level of 40 on vertical axe have competitive advantage of stronger users

• The size of every bubble with the figure inside represents reach in %

13.0

4.2

023

6

Media dynamics Map

• Media dynamics map explains the relationship between age and socioeconomic classification among all men towards to stronger and weaker users of every particular media type

• The strongest users are in first two media quintiles and the weakest users are in in fourth and fifth ones

• The distance and location of stronger and weaker consumption shows the ability of particular media type to follow different communication goals

13.0

4.2

023

7

Print consumption – M 25-35 CDE

60

80

100

120

140

160

180

200

220

240

260

280

0 20 40 60 80 100

Reach

Affinity indexTV guides

Hobby

Society and lifestyle

Nationwide dailies

Women

Men

Crosswords

Regional dailies

Motoristic

Enjoyably educational

Report

Economic and business

Travelling

Free distribution

Exclusive

Professional

High affinity

High reach

Source: Median, MP CR Q1-Q2 2009

Sorted by Reach

Print performance of above mentioned categories help us to understand that our TA is really interested in Motoristic titles in terms of affinity but their highest reach might be achieved in TV guides

13.0

4.2

023

8

OOH consumption – M 25-35 CDE

112

115

104

107

136

113

158

162

103

148

80

90

159

94

94

144

82

144

119

40

0 50 100 150 200 250 300

large posters on boards at the side of teh road or on buildings

poster advertising in shopping centres/malls

advertising outside a bus

poster advertising at supermarkets

advertising on the outside of call boxes/payphones

bus stop/shelter advertising

product advertising in clubs or pubs

advertising on petrol pumps

small poster sites on the street (excl. bus stops)


advertising inside a bus

advertisting outside a tram

advertising outside a taxi

advertisting inside a tram

advertising at railway station

advertising in fitness and sport centres

advertising in the uderground (metro)

advertising at an airport

advertising inside a taxi

advertising inside a train

42%

30%

29%

28%

25%

24%

22%

21%

21%

19%

15%

13%

11%

11%

8%

8%

7%

5%

5%

2%

0%

large posters on boards at the side of teh road or on buildings


advertising outside a bus

poster advertising at supermarkets

advertising on the outside of call boxes/payphones

bus stop/shelter advertising

product advertising in clubs or pubs

advertising on petrol pumps

small poster sites on the street (excl. bus stops)


advertising inside a bus

advertisting outside a tram

advertising outside a taxi

advertisting inside a tram

advertising at railway station

advertising in fitness and sport centres

advertising in the uderground (metro)

advertising at an airport

advertising inside a taxi

advertising inside a train

Reach Index


Sorted by Reach

Pubs and clubs, public transportation, phone booths, POS and large formats are the best performing ones in terms reach and reasonable affinity index

13.0

4.2

023

9

Radio consumption – M 25-35 CDE

Source: Median, RP CR Q1-Q2 2009

Evro

pa 2

Rádio

Impu

ls

Frek

venc

e 1

ČRo 1

- Rad

iožu

rnál

Rádio

Bla

ník

Rádio

Bea

t

Kiss H

ády

Fajn

Nor

th M

usic

Rádio

Čer

ná H

ora

Radio

Čas

ROCK MAX

Rádio

O.K

.

Kiss M

orav

a

zahr

aničn

í sta

nice

Hitrád

io O

rion

Rádio

City

Rádio

Han

á

Radio

1

Kiss Ji

žní Č

echy

Hitrád

io V

ysoč

ina

0

2

4

6

8

10

12

14

16

18

20

0

50

100

150

200

250

300

350

400Top 20 radio stations

Reach Affinity

Reach (

%)

Sorted by Reach

Even if Evropa 2 could be the ideal combination of reach&affinity there are certain smaller radios very suitable to target only selected regions

13.0

4.2

023

10

Evolution of Share (HW 25-54 with children)

1. w

4. w

7. w

10. w

13. w

16. w

19. w

22. w

25. w

28. w

31. w

34. w

37. w

40. w

43. w

46. w

49. w

52. w

2. w

5. w

8. w

11. w

14. w

17. w

20. w

23. w

26. w

29. w

32. w

35. w

38. w

41. w

44. w

47. w

0

5

10

15

20

25

30

35

40

45

50 CT1 CT2 NOVA PRIMA OTHER TVs Linear (OTHER TVs)S

hare

(%

)

Source: ATO-Mediaresearch

2009 2010

Note: Other TVs includes – CT24, CT4, PRIMA COOL, NOVA CINEMA, BARRANDOV, AXN, CS Film, Deko, Disney Channel, Film+, Hallmark, MGM, Minimax, Public, Spektrum, Sport1, TV Paprika, Zone Romantica, OTHER TVs

• Dominant position of TV Nova as a market leader declined

• Share of other TV stations is raising constantly


2009 2010

Note: other TVs excludes not separately monitored TVs

• TV Barrandov is the most viewed of the smaller TV stations, its share is still raising

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

0

1

2

3

4

5

6

7CT24 CT4 NOVA CINEMA PRIMA COOL BARRANDOV AT MEDIA

Share

(%

)

Evolution of Share (HW 25-54 with children) “other TV Stations”

All main TV channels with high affinity

Based on historical viewership of ads TG: HW 25-54 with children

Source: ATO Mediaresearch, 12_2009-11_2010

ČT1 ČT2ČT2

4ČT4

Nova

Nova

Cinem

a

Prim

a

Prim

a Coo

l

TV B

arra

ndov

AT m

edia

0

0.4

0.8

1.2

1.6

0.8 0.630000000000004

0.42 0.48

1.22 1.221.05 1.11 1.06

1.53A

ffinit

y index

Affinity Index by Month

Yearly average affinity index

TV consumption – HW 25-54 with children

Source: ATO Mediaresearch (Based on data from January – November 2010)

6:00

-7:0

0

7:00

-8:0

0

8:00

-9:0

0

9:00

-10:

00

10:0

0-11

:00

11:0

0-12

:00

12:0

0-13

:00

13:0

0-14

:00

14:0

0-15

:00

15:0

0-16

:00

16:0

0-17

:00

17:0

0-18

:00

18:0

0-19

:00

19:0

0-20

:00

20:0

0-21

:00

21:0

0-22

:00

22:0

0-23

:00

23:0

0-24

:00

00:0

0-01

:00

01:0

0-02

:00

02:0

0-03

:00

03:0

0-04

:00

04:0

0-05

:00

05:0

0-06

:00

0

50

100

150

200

250

300

350

400

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

Proj. (000) Affinity

• Affinity figures reach the top in the morning

• TV consumption behavior effect programme selection within particular dayparts

What Prime time share is price effective?

• We have to consider reach parameters that can be achieved within PT/OPT as well as different prices of those dayparts

• Effective prime time allocation vary according to each frequency

• On TV Prima we can see effect of condition OPT discount obtained up to the level of 60% PT

• On Nova TV is our recommendation to use the level of 70% PT


Nova Prima

TV Sold-out ratios

Source: ATO – Mediaresearch, 11/2010

• We consider sold out ratio as an important media parameters that influence the

quality of the communication

• TV Prima and all CT’s face this year insufficiency of media space especially in peak

months


2009 2010

1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11

TV Nova 37% 60% 62% 66% 71% 59% 59% 63% 77% 70% 72% 36% 37% 71% 62% 64% 84% 94% 70% 75% 88% 89% 82%

Nova Cinema 16% 31% 30% 32% 34% 33% 27% 28% 38% 25% 23% 14% 26% 48% 34% 44% 29% 49% 32% 36% 52% 45% 42%

TV Prima 53% 92% 78% 65% 67% 84% 61% 60% 79% 85% 85% 58% 47% 82% 85% 88% 93% 96% 66% 72% 91% 94% 82%

Prima Cool 13% 6% 9% 19% 18% 20% 15% 5% 20% 25% 35% 50% 46% 26% 24% 33% 36% 35%

ČT 1 78% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 97% 100% 100% 100% 100% 100% 93% 79% 101% 100% 100%

ČT 2 28% 84% 90% 100% 100% 81% 48% 88% 100% 100% 100% 55% 64% 100% 100% 100% 100% 100% 30% 33% 100% 100% 100%

ČT 4 36% 60% 34% 66% 63% 31% 21% 46% 90% 100% 96% 60% 39% 78% 56% 95% 100% 100% 20% 26% 99% 100% 100%

ČT 24 44% 81% 72% 80% 51% 41% 21% 27% 75% 99% 98% 60% 29% 75% 63% 97% 98% 80% 28% 43% 100% 100% 98%

Barrandov 18% 12% 16% 29% 39% 42% 28% 14% 20% 22% 32% 41% 40% 24% 23% 45% 55% 42%

AT Media 37% 39% 27% 30% 57% 62% 62% 74% 79% 65% 50% 55% 69% 53%

Commercial breaks

23:59:16

0:00:00

0:00:43

0:01:26

0:02:09

0:02:52

0:03:36

0:04:19

0:05:02

0:05:45

Average length of break

ČT 1 NOVA NOVA CINEMA PRIMAPRIMA COOL TV BARRANDOV

Min

ute

s

0

3

6

9

12

15

42

10910

8

1113

7

5

8

5

Average number of spots in break


Nu

mb

er

of

spo

ts

0

5

10

15

20

25

30

35

40

45

72

13

37

91513

27

101516

24

Daily average number of breaks


Nu

mb

er

of

bre

aks

Prime Off Prime

Source: ATO Mediaresearch, November 2010

• Nova and Prima with similar number of breaks in PT but lower ratings on Prima makes them longer

• With longer breaks importance of premium positions increases

Prime Off Prime Prime Off Prime

Konzumace?

Rozdělte se do skupin a zamyslet se nad tím jak by mohla vypadat mapa konzumace media typů pro následující 3 CS.

1) Muži 25-40 AB

2) Mladí 12-20

3) HW 30-50

13.0

4.2

023

18

Tvo

rba

med

iáln

ího

mix

u

Media consumption – M 25-40 AB1

3.0

4.2

023

19


50

70

90

110

130

150

170

190

210

230

250

0 20 40 60 80 100

Reach


Radio yesterday


Weeklies last issue



Mothlies last issue

Internet last week

Cinema last month

Indoor

Outdoor

Recomendation

Special offers

Competition

Sponsor

DM

High affinity media

High reach media

Media consumption – M 25-40 AB1

3.0

4.2

023

20

50

70

90

110

130

150

170

190

210

230

250

0 20 40 60 80 100

Reach


Radio yesterday


Weeklies last issue



Mothlies last issue

Internet last week

Cinema last month

Indoor

Outdoor

Recomendation

Special offers

Competition

Sponsor

DM

High affinity media

High reach media


50

70

90

110

130

150

170

190

210

230

250

0 20 40 60 80 100

Reach


Radio yesterday


Weeklies last issue



Mothlies last issue

Internet last week

Cinema last month

Indoor

Outdoor

Recomendation

Special offers

Competition

Sponsor

DM

Media consumption – AA 12-201

3.0

4.2

023

21

High affinity media

High reach media


Media consumption – AA 12-201

3.0

4.2

023

22

50

70

90

110

130

150

170

190

210

230

250

0 20 40 60 80 100

Reach


Radio yesterday


Weeklies last issue



Mothlies last issue

Internet last week

Cinema last month

Indoor

Outdoor

Recomendation

Special offers

Competition

Sponsor

DM

High affinity media

High reach media


Media consumption – HW 30-501

3.0

4.2

023

23


50

70

90

110

130

150

170

190

210

230

250

0 20 40 60 80 100

Reach

Affinity index TV yesterday

Radio yesterday


Weeklies last issue



Mothlies last issue

Internet last week

Cinema last month

Indoor

Outdoor

Recomendation

Special offers

Competition

Sponsor

DM

High affinity media

High reach media

Media consumption – HW 30-501

3.0

4.2

023

24

50

70

90

110

130

150

170

190

210

230

250

0 20 40 60 80 100

Reach

Affinity index TV yesterday

Radio yesterday


Weeklies last issue



Mothlies last issue

Internet last week

Cinema last month

Indoor

Outdoor

Recomendation

Special offers

Competition

Sponsor

DM

High affinity media

High reach media


how, where and when is it most effective to connect with people?

Community

Reputation

Knowledge

Story

Viral

where consumers choose to “meet” marketing how and why consumers absorb messages (harmony of context and content)

Dialogue

Reality

Need to know/learn Need to experience it for real

Need to talk

Need to get it & spread it

Need to participate/belong

Need to assimilate/reconcile newways of living

Need to associate with success

Distraction

Filling time

how, where and when is it most effective to connect with people?

13.0

4.2

023

Kdy komunikovat?

Úkolem je najít optimální timing & phasing kampaní

Načasování kampaně

•Co ovlivňuje způsob načasování kampaně?

• charakter produktu nebo služby (FMCG vs. delší

doba spotřeby)

• různá fáze životního cyklu daného výrobku/služby

(uvedení na trh/připomenutí)

• cíle komunikace

• konkurenční prostředí (daný segment i celkový

trh)

• sezónnost

• životní styl, preference a spotřeba cílové skupiny

• výběr komunikačních kanálů

• zkušenosti marketéra/strategického plánovače

•Timing: v jakém období?

•Phasing: jakým způsobem/jak silně v daném období

13.0

4.2

023

Rozložení rozpočtu v průběhu roku(multikriteriální rozhodování)

0

50000000

100000000

150000000

200000000

250000000

300000000in

mio

CZK

Year 2010*1 757 502 478

15%

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,0002010 2009 2008 2007

in m

io C

ZK

*1-10_2010 to 1-10_2009

Season

ality

of

invets

men

tTr

en

d o

f in

vestm

en

t

Media investment - seasonality

Source: Kantar Media, AdMonitoring

Year 2007: Year 2008: Year 2009:1 050 090 382 1 426 272 474 2 000 316 963

36% 40%

Selected competitors

Media investment – Hypermarket competitors

2009 2010

Rozložení rozpočtu v průběhu roku 0

4/1

3/2

02

33

2

13.0

4.2

023

Vzory komunikačních kampaní(communication patterns)

Nové výrobky

BLITZ PATTERN

JanJan FebFeb MarMar

Q1Q1

AprApr MayMay JunJun

Q2Q2

JulJul AugAug SepSep

Q3Q3

OctOct NovNov DecDec

Q4Q4

Planning periodPlanning period

Reach

of

TA

Reach

of

TA

Ideal pattern for new product or services if you can afford it. Blitz pattern aims for nearly 100% reach of TA. The advertising cycle is the full year. Large pool of advertising execution is needed.

WEDGE PATTERN


Q1Q1


Q2Q2


Q3Q3


Q4Q4


Reach

of

TA

Reach

of

TA

Most common pattern for new products launches of regularly purchased products – pattern of decreasing expenditure. Main task is keep the reach constant and taper the frequency.

REVERSE WEDGE PATTERN


Q1Q1


Q2Q2


Q3Q3


Q4Q4


Reach

of

TA

Reach

of

TA

Increasing frequency with each flight, when reach is held constant at 100 percent. Most appropriate in categories where personal influence is known to play important role

SHORT FAD PATTERN


Q1Q1


Q2Q2


Q3Q3


Q4Q4


Reach

of

TA

Reach

of

TA

For product with a short product life cycle. Most are 1-time purchased. Works like a short blitz pattern. Proper pattern for new movies, get-fit programs, children toys and games

Pro

duct life

cycle

13.0

4.2

023

Vzory komunikačních kampaní(communication patterns)

Zavedené výrobky

REGULAR PURCHASE CYCLE PATTERN


Q1Q1


Q2Q2


Q3Q3


Q4Q4


Reach

of

TA

Reach

of

TA

For products and services with relatively short purchase cycle, for example FMCG. Such communication way is based on knowledge of regular purchase cycle of communicated products. Nielsen show average US HH purchases margarine every 19 days, ketchup 50 days, toilet tissue 20 days, tuna fish 31 days…

AWARENESS PATTERN


Q1Q1


Q2Q2


Q3Q3


Q4Q4


Reach

of

TA

Reach

of

TA

For consumer and industrial products and services with a long purchase cycle and a long decision time (only once or every several years). Consumer examples are long-haul holiday travel, new cars, other luxury items. Industrial ex: tractors for farmers, equipment upgrades, management consultancy services.

SHIFTING REACH PATTERN


Q1Q1


Q2Q2


Q3Q3


Q4Q4


Reach

of

TA

Reach

of

TA

For products and services with a long purchase cycle and a short decision time. You use them because of an emergency need. It fits for home appliance replacements, domestic carpet cleaning, office redecorating… One step DM is ideal way for such communication. Larger advertisers can use different media types in each cycle to shift the reach

print

internet

radio

ooh

cinema

TV

DM

SEASONAL PRIMING PATTERN


Q1Q1


Q2Q2


Q3Q3


Q4Q4


Reach

of

TA

Reach

of

TA

Some products have more than 1 seasonal peak in the year. Should reach people just prior or nearly into the seasonal peak to learn or remind TA about brand differences (sunglasses, holiday greeting cards, snowboarding and ski equipment, home swimming pools, tax consultancy servises).

Sales rate

13.0

4.2

023

Nákupní chování – FMCG produkty

Pondělí Úterý StředaČtvrtek Pátek SobotaNeděle0%

5%

10%

15%

20%

25%

30%

35%

6% 6%

11% 11%

26%29%

6%

ANO 21%NE 79%

Nákupní chování5

/18/2

009

44

Máte vyhrazen nějaký den kdy nakupujete většinu potravin (vč. běž. drogist. zboží)?

Pondělí Úterý StředaČtvrtek Pátek SobotaNeděle0%

5%

10%

15%

20%

25%

30%

35%30%

27%30%

26% 25%

16%

8%

Hlavní nákup

Vedlejší nákup

1 833 000 kupujících

preferovanými dny pro hlavní nákup je

pátek a sobota

Source: Median, MML-TGI Q3-Q4_2009

Pro co nejefektivnější ovlivnění nákupčích je vhodné silněji komunikovat ve čtvrtek a pátek tak aby komunikace ovlivnila hlavní nákup realizovaný v následujícím dni.

13.0

4.2

023

Díky za pozornost

Education

4cv Kde komunikovat a kdy