Emrooz Marketing Research Co. (EMRC) - Media Monitoring - Shampoo Sample Report

Sample Report on:

“Monitoring the Advertising of Shampoo Product in IRIB TV, Newspapers and Magazines”

(Period: 2012/03/21-2013/03/20)

Outputs This report includes just some of the Ad*X outputs; But, a complete list is presented

in below. All the outputs would be accessible by media type (IRIB TV, Newspaper and Magazines) and via web-based system.

Total advertising cost

Total advertising frequency

Total advertising duration

Total cost of product categories

Total cost of product types

Average advertising duration

Average cost of each advertising

Average cost for per second of advertising

Advertising cost by Media (channel or press name)

Advertising frequency by media (channel or press name)

Advertising frequency by media (channel or press name)

Total TV advertising duration by channels.

Average TV advertising duration by channels.

Annual trend of advertising cost by month

Annual trend of advertising frequency by month

Monthly advertising cost trend by week

Advertising cost by day

Advertising cost in 24 hours a day

Advertising Conductor

2

All the information in this report are presenting the advertising activity of top brands based on advertising cost in each media during

the year 1391.

3

This is just a sample report, so the data are not necessarily correct. Please consider this matter if you are going to use the data.

TV, Newspapers and Magazines

Total Advertising (1391)

98,166,68484,072,893

28,313,69127,546,399

6,456,1335,536,8055,314,815

2,455,1001,710,9001,693,150

4,776,378

0 50,000,000 100,000,000 150,000,000

SehatParjhak

ActiveGolrang

TandisCitrin

SunsilkClearDove

CeritaOther

Cost (Thousand Rials)

957663

10398

8248

323026

1683

0 200 400 600 800 1000

SehatParjhakGolrang

ActiveCitrin

SunsilkCeritaDoveClear

TandisOther

Frequency

Sehat Parjhak Active Golrang Tandis Citrin Sunsilk Clear Dove Cerita Other Total

Cost 37% 32% 11% 10% 2% 2% 2% 1% 1% 1% 2% 100%

Frequency 45% 31% 5% 5% 1% 4% 2% 1% 1% 1% 4% 100%

0%

20%

40%

60%

80%

100%

Share of Cost and Frequency

5

100% 100% 98% 100% 100% 100%

5%2%

42% 27%

2%

98%

58%

100% 100%

68%

0%

20%

40%

60%

80%

100%

Media Share of Brands in Shampoo Advertising

Magazine

Newspaper

TV

Media Share(1391)

TV; 94%

Newspaper; 1%

Magazine; 5%

Total Media Share in shampoo Advertising

6

Television

IRIB TV Advertising(1391)

8

98,1

66,6

84

84,0

15,8

93

27,8

66,1

91

27,5

46,3

99

6,45

6,13

3

5,51

0,40

5

256,

278

0

40,000,000

80,000,000

120,000,000

160,000,000

200,000,000


957

662

103 88 8018 16

0

200

400

600

800

1000

1200

Frequency

27,592

22,062

2,801 2288 1,680384 108

0

5,000

10,000

15,000

20,000

25,000

30,000

Duration (Seconds)

0%

20%

40%

60%

80%

100%

Cost Frequency Duration

Sehat 39% 50% 48%

Parjhak 34% 34% 39%

Active 11% 5% 4%

Golrang 11% 5% 5%

Tandis 3% 1% 1%

Citrin 2% 4% 3%

Bath 0% 1% 0%

Share of Cost, Frequency & Duration

IRIB TV Channels(1391)

9

12%

31%

11%

32%

13%

41%

9%

14%

20%

4%

5%

21%

55%

37%

39%

61%

80%

28%

100%

7% 18%

18%

30%

4%

2%

10%

0% 20% 40% 60% 80% 100%

Sehat

Parjhak

Active

Golrang

Tandis

Citrin

Bath

Share of Cost

Channel1

Channel2

Channel3

Channel4

Channel5

Channel6

11%

33%

9%

24%

6%

39%

16%

17%

23%

16%

6%

19%

38%

24%

28%

52%

81%

30%

100%

11% 23%

22%

40%

8%

6%

12%

24%

0% 20% 40% 60% 80% 100%

Sehat

Parjhak

Active

Golrang

Tandis

Citrin

Bath

Share of Frequency

12%

33%

9%

25%

6%

39%

15%

17%

23%

17%

6%

19%

36%

24%

28%

51%

81%

30%

100%

15% 22%

23%

40%

8%

6%

12%

3%

0% 20% 40% 60% 80% 100%

Sehat

Parjhak

Active

Golrang

Tandis

Citrin

Bath

Share of Time Duration

21%

11%

48%

3%

17%

0%

Total share of cost

Advertising Cost (by Month)(1391)

10

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

Active 0 0 0 0 0 0 0 0 0 5,752,678 14,571,350 7,542,163

Golrang 1,003,816 0 4,863,193 604,544 19,711,946 1,362,900 0 0 0 0 0 0

Tandis 0 0 0 0 0 0 0 0 0 0 3,953,941 2,502,192

Citrin 0 0 0 1,212,033 0 423,019 773,272 541,060 812,291 581,446 261,764 905,520

Bath 0 0 256,278 0 0 0 0 0 0 0 0 0

Sehat 801,570 2,854,409 0 239,084 4,627,349 7,604,775 10,042,604 11,400,676 11,981,745 15,737,857 16,313,335 16,563,280

Parjhak 0 0 6,200,584 1,682,067 18,924,856 584,100 0 19,809,900 17,019,599 5,376,920 0 14,417,867

Total 1,805,386 2,854,409 11,320,055 3,737,728 43,264,151 9,974,794 10,815,876 31,751,636 29,813,635 27,448,901 35,100,390 41,931,022

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

Cost Trend (Thousand Rials)

Time and Position(1391)

11

End of Program;

4%

Middle of Program;

38%

Beginning of Program;

59%

Share of Cost (by Position)

107,942

17,964

29,437

94,345

1300

20,000

40,000

60,000

80,000

100,000

120,000

Cost (Million Rials)

497379

281

766

10

200

400

600

800

1000

Frequency

Newspaper

Clear IvanHead &

ShoulderSunsilk Total

Cost 43% 36% 17% 3% 100%

Frequency 47% 35% 12% 6% 100%

0%

20%

40%

60%

80%

100%

Share of Cost & Frequency

1,037,100

864,000

408,000

82,915

0

300,000

600,000

900,000

1,200,000

1,500,000Cost (Thousand Rials)

Newspaper Advertising(1391)

8

6

21

0

2

4

6

8

10

Frequency

129,637144,000

204,000

82,915

0

40,000

80,000

120,000

160,000

200,000

240,000

Average Cost (Thousand Rials)

13

Advertising Cost (By Month) (1391)


CLEAR 0 0 0 0 0 172,950 561,750 100,800 0 0 0 201,600

Ivan 0 0 0 0 0 0 0 465,600 44,800 225,600 128,000 0

Head & Shoulder 0 0 0 0 0 408,000 0 0 0 0 0 0

SUNSILK 0 0 0 0 0 0 0 0 0 82,915 0 0

Total 0 0 0 0 0 580,950 561,750 566,400 44,800 308,515 128,000 201,600

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

Thou

sand

s Ri

als

Cost Trend in Newspaper Advertising

14

Advertising Cost (by Newspapers/Positions)(1391)

15

1,344,300

964,800

82,915

1,494,415

811,200

86,400

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000


Advertising PositionNewspaper Title

Magazine

Magazine Advertising(1391)

5,23

1,90

0

1,71

0,90

0

1,69

3,15

0

1,41

8,00

0

1,37

4,50

0

619,

100

447,

500

286,

800

204,

000

159,

000

688,

100

0

2,000,000

4,000,000

6,000,000


47

32 30

1815

10 105 4 4

22

0

10

20

30

40

50

Frequency

Suns

ilk

Dov

e

Cerit

a

Clea

r

My

Hea

d &

Sho

ulde

r

Act

ive

Lore

al

Virg

o

Yves

Roc

her

Oth

er

Tota

l

0%

20%

40%

60%

80%

100%

Share of Cost & Frequency

Cost

Frequency

137,

450

111,

317

78,7

78

71,7

00

57,0

30

52,9

11

44,7

50

41,2

73

40,8

00

39,7

50

31,2

77

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

Average Cost (Thousand Rials)

100%5%1%1%2%3%4%10%10%12%12%38%

100%11%2%3%2%5%8%5%9%16%15%24%

17

Advertising Cost of top 5 Brands (by Month)(1391)

18


Sunsilk 0 0 0 0 0 434,000 975,000 1,471,300 1,707,400 644,200 0 0

Dove 0 0 0 0 0 202,600 406,400 411,900 535,200 154,800 0 0

Cerita 67,800 100,800 67,800 58,800 0 137,800 247,450 429,850 0 0 29,400 553,450

Clear 0 0 0 0 0 0 787,000 571,000 60,000 0 0 0

My 220,450 47,450 0 1,010,000 0 0 0 96,600 0 0 0 0

Other 153,100 197,400 119,400 64,000 46,400 295,400 346,700 436,100 189,500 154,200 109,200 293,100

Total 441,350 345,650 187,200 1,132,800 46,400 1,069,800 2,762,550 3,416,750 2,492,100 953,200 138,600 846,550

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

Thou

sand

Ria

ls

Advertising in Different Magazines(1391)

19

3,40

2,60

0

2,75

0,00

0

1,65

1,00

0

1,52

4,10

0

1,36

9,50

094

0,00

0

720,

000

350,

000

324,

000

190,

000

187,

500

132,

650

120,

000

83,0

00

63,6

00

22,0

00

3,00

0

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000


3%1%

50%

6%

2%

7%

39%

19%

4%

16%

4%

9%

21%

12%

27% 25%

16%

2%

14%

10%

2%

7%

20%

28%

37%

57%7%

8%

68%

11%

36%

14%

7%

4%3% 3% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Share of cost

The Art of Cooking

Hamshahri-e-Javan

Movafaghiat

Film

Higienic & Cosmetics

Seeb Sabz

Salamat

Ideal Life

Roozhayeh Zendegi

Rah-E-Zendegi

Picture World

Khanevadeh Sabz

Khanevadeh

Khaneh Armani

Chelcheragh

Javanan-E- Emrooz

Payam Salamat

EMRC Contact information:

#7, Sheikh Bahayi sq. Tehran, Iran

Tel: +98 21 886 20 500

Fax: +98 21 880 54 753

E-mail: [email protected]

Website : www.emrc.info