A singlesource multimedia study

1
A single-source multimedia study

• Building a study for media convergence from
  television

Terry Rushbrook, Marketing Shop Paul Street, CTV
2
The Need Bell GlobeMedia Telecommunication
Giant Buys

• 1 national TV network (25 local stations)
• 1 national sports channel
• 5 specialty-cable channels
• 1 national daily newspaper
• 1 weekend newspaper
• 1 monthly business magazine
• 11 web sites

Competition! Competition! Competition!
3
The Starting Point

• BBM Extended TV Diary
• Fall 2000 four week sweep
• Extensive product data
• 5,356 respondents 18
• Quarter-hour TV viewing

4
The Extension

• Telephone return to sample Spring 2001
• Newspaper Readership
• Magazine readership
• Specialty channel viewing
• Web site visits
• Only 1 or 2 persons per household

5
The Task

• Produce schedules for combinations of
• 5 local TV stations
• 4 specialty channels
• 10 newspapers
• 3 magazines
• 33 web sites
• TV Reach and Frequency system too limited

6
The Solution

• Print reach and frequency engine
• Create media vehicles similar to print
• Diary
• TV programs and dayparts (quarter hours viewed)
• RTS
• TV specialty channels (claimed hours viewed)
• Newspaper and magazine (frequency claims)
• Visits to web sites (frequency claims)

7
TV Viewing

• Programs and dayparts
• Probability of viewing
• Number of quarter hours viewed during period from
  TV diary section
• Number of quarter hours in period
• Corrected to Fall average quarter hour rating

8
TV Calculation

• Example
• A watches the whole hour of YR on Mon, Wed and
  Thurs. half an hour on Tues. none Fri.
• Watched 14 out of a possible 20 quarter hours.
• RTS rating 10, compared to 12 in Fall
• As probability for the YR vehicle is 0.7 X 1.2
• .84

9
Specialty Channels (cable)

• Weekday and weekend viewing probabilities
• From Return to Sample section
• Number of Hours claimed during weekdays or
  weekends
• 18 (hours per day)

10
Newspapers Magazines

• Derive probabilities from average issue frequency
  claims

11
Web Sites

• Probability of visiting web-site during 7 day
  period

12
The Acid Test part 1
13
The Acid Test part 2
14
The Acid Test part 3
15
So, How did We Use This?
Ironically, the first benefit of multi-media
research helped limit the internal battles over
shares of business for convergence media pitches.
16
Making a Case for The MarketDelivering Customers
to Stock Brokers
17
Selling to a Department StoreSears Canada
18
Combination Packaging400 GRP Network TV,
Specialty TV, Newspaper, Internet
19
Use Beyond Sales - News
Can television and newspapers work together? The
rationalization of resources between news teams
has prompted the appearance of print journalists
on TV and, newspapers pursuing network news
stories the following morning. How similar are
the audiences?
20
Newspaper Audiences 6PM TV NewsAdding TV
Occasions to a Week of Readership Little
Duplication
21
Conclusions

• We have moved beyond the multi-media snake oil
  sales days.
• Realistic reach-frequency estimates.
• Relatively fast and inexpensive tool given the
  size of the media goliath.
• Surprises in media duplication - perhaps
  previous assumptions over integration
  underestimated reach

22
Concluding Conclusions

• Initial wealth of product data from the diary
  allowed us to present multi-media campaigns for
  specific categories and brands.
• Easy to build multi-media packages. Tool affords
  immediate feedback for unorthodox media
  combinations.
• Opportunity in future to optimize media on this
  data we still do it manually.
• Time to do this again!

23
A single-source multimedia study

• Building a study for media convergence from
  television

Terry Rushbrook, Marketing Shop Paul Street, CTV