MEDIA

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MEDIA
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Media PlanningThe Official Definition

• It is basically the process involved in answering
  a clients question
• What are the best means of reaching out and
  communicating to the prospective customers of
  my brand ?

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TV Plan

• Channel Prog Day/Time Dur Rate
  Spots Cost
• X A Mon/2100 30 100 4 400
• B Tue/2100 30 200 4 800
• C Wed/2100 30 300 4 1200
• Y D Thu/2100 30 400 4 1600
• E Fri/2100 30 500 4 2000
• F Sat/2100 30 600 4 2400
• G Sun/2100 30 700 4 2800
• Plan Total 28 11200

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Print Plan

• Publ. Lang Freq Circl. Edition
  Size Col/BW Ins Rate Cost
• A Eng Dly 50 All 100 cc BW 4 100 400
• B Hin Dly 60 All 100 cc BW 4 150 600
• C Eng Dly 40 All 100 cc BW 4 200 800
• X Ben Mnly 100 Cal FP Col 1 250 250
• Y Tam Fnly 20 Mad FP Col 2 300 600
• Z Tel Wkly 10 Hyd DS Col 4 200 800
• Plan Total 19 3450

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Evolution of Media Function The front end
Insignificant part of a full service agency
Till TV (TRP) Significant part of a
full service agency Till Zee
TV Critical part of a full service agency
Since Zee TV Beginning of media
unbundling Since
recession (CMB/AOR) Unbundling of agency
Since
Carat Media Service Independent Business
TODAY
Media specialists in Europe From3 in
1980 To67 in 1997
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Some Basic Concepts
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Reach

• The total number of different people who have
  been exposed to the campaign

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Frequency

• The no. of times the audience gets exposed to the
  campaign

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Average Frequency/OTS

• The average number of times the target audience
  was exposed to the campaign

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Media weight

• The product of reach and frequency is known as
  GRPs.
• GRP is a measure of the media weight delivered by
  a media plan

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Media Research
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Socio-Economic Classification - Urban

• A demographic indicator designed by the Market
  Research Society of India to reflect purchase
  behaviour.
• It is based on 2 parameters - Education and
  Occupation of the Chief Wage Earner of the
  Household.
• The SEC of the HH determines the SEC of the
  family members.
• SEC A1 is one category which also has an income
  filter (Rs 10,000 per month).

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Broad SEC Classification - Urban

• SEC By Education By Occupation
• A1 Grad Post Grads B/I/SEP/Officer Execs
• (General Professional) (Sr Mdl)
• A2 Grad Post Grads Shop ownrs, Sup Level,
• (Professional) Ofiicers Execs
  (Jr Lvl)
• B1B2 SSC lt Grad Skld wrkrs, Petty Trdrs,
  Clerk,Salesmen
• C Schooling 5-9 yrs Skld wrkrs,
  Petty Trdrs, Clerk,Salesmen
• D Schooling upto 4 yrs Skld/Unskld, Petty Trdrs,
  Clerks,Salesmen
• E Illiterate Skld/Unskld, Petty Trdrs,

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Socio-Economic Classification - Rural

• A demographic indicator designed by the Market
  Research Users Council (yet to be ratified by the
  Market Research Society of India).
• It is based on 2 parameters - Education of the
  Chief Wage Earner of the Household and the Type
  of House
• The SEC of the HH determines the SEC of the
  family members.

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Broad SEC Classification Grid - Rural

• SEC By Education By Type of House
• R1 Some College but not Grad., Pucca
• Grads Post Grads
• R2 SSC/HSC Semi Pucca
• R3 No formal school, Semi Pucca
• Schooling upto 9th Std
• R4 Illiterate Kuchha

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Databases Used by PlannersPrint
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Readership Circulation

• NRS - National Readership Survey
• IRS - Indian Readership Survey
• Product profiles - Data on product and brand
  usage
• ABC - Circulation figures

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Some Definitions

• Urban Rural Classification
• According to the Census of India 1991, the
  following criteria were adopted for treating a
  place as urban
• 1. All statutory towns, i.e., all places with a
  municipality, corporation, cantonment board or
  notified town area committee, etc.
• 2. All other places which satisfied the following
  criteria
• - A minimum population of 5000
• - At least 75 of the male working population
  engaged in non-agricultural pursuits, and
• - A density of population of at least 400 per sq
  km

Contd..
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Some Definitions

• Urban Rural Classification
• 3. Apart from these, the outgrowths of cities and
  towns have also been treated as urban.
• All areas not identified as Urban, are classified
  as Rural

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Some Definitions

• Household - A person living alone or a group of
  persons staying together
  sharing food from the same
  kitchen
• CWE - The member of the family who makes
  highest contribution to the HH
  income
• MHI - The sum of income of all members
  of the family
• Housewife - The female or the male
  member of the HH who is chiefly
  responsible for HH tasks and
  decides what should be purchased for the
  HH, for products such as soaps/
  toothpastes, etc.

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Some Definitions

• Literate - A person who can with
  understanding do both - read write
  in any one language. It is however not
  necessary that he should have received
  formal education in a school.
• Avg issue readership The estimated no. of
  people who have read
• any
  issue of the publication within a
• 
  specified time interval which is equal
• to
  periodicity of the publication.
• Eg.A person would be counted in the
  average issue readership of outlook if
  he/she has read outlook in the last one
  week

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Some Definitions

• Claimed Readership
• No. of people who claim to have read a
  publication with a frequency greater than zero

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The National Readership Survey

• Conducted by National Readership Studies Council
• - Advertising Agencies Association of India
• - Audit Bureau of Circulations
• - Indian Newspaper Society
• NRS has been strictly an Urban survey
• 6 NRS studies have been conducted till date.
• From 1995, it was decided to make it a once in 2
  years survey
• From 1997 plans are to make NRS a 6-monthly
  survey and would also cover rural areas like
  the IRS.

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Television
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Television Reach

• NRS V NRS VI
• Total HHs 449 L 486 L
• TV HHs 270 L 336 L
• TV Penetration 60 69
• C S HHs 93 L 150 L
• C S Penetration 34 45

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Television HHs - Changing Scenario

• Growth over Change in
• NRS V Absolute Nos.
• Total HHs 8 38 L
• TV HHs 24 66 L
• CS HHs 62 57 L
• Col TV HHs 43 33 L
• Remote HHs 105 35 L
• Over 50 of the new TV HHs added over NRS V have
  colour TV sets and remote controls

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CS Penetration

• NRS V NRS VI
• SEC A 48 61
• B 39 51
• C 33 42
• D 29 38
• E 21 31
• Total 34 45

CS Penetration has grown across the board
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CS Penetration

• NRS V NRS VI
• Pop strata 25 L 31 47
• 10-25 L 38 41
• 5 - 10 L 34 40
• 1 - 5 L 31 42
• lt 1 L 40 47
• Maximum growth in 25 L towns

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CS Penetration

• Zone Total
• West 52
• South 60
• East 31
• North (Less UP/Raj) 38
• UP/Raj 27

South West are very clearly Satellite markets
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CS PenetrationSEC ABC HHs

• CS Penetration States
• High Maharashtra, Gujarat, MP, TN, (50
  ) AP, Karnataka
• Medium Orissa, Haryana, Punjab,
• (45-50) Chandigarh, HP, Delhi
• Low North East, Bihar, West Bengal,
• (30 - 40) Rajasthan, UP, Kerala

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Colour TV, B/W TV, Multiple TV sets...

• NRS V NRS VI
• TV HHs 270 L 336 L
• Multiple TV HHs 3 4
• Colour TV HHs 29 33
• B/W TV HHs 71 67
• Remote Control HHs 12.5 21

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Remote Controls

• of TV HHs with RC
• SEC NRS V NRS VI
• A 32 46
• B 16 28
• C 8 17
• D 5 10
• E 2 5
• Total 13 21
• 67 of all remotes are in AB HHs

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Print
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Print Reach
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Print Reach
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General Interest Magazines - English

• All India Top 8 Metros
• Index Index
• Adult Popln 100 100
• Exposed to Press 45 54
• Expsd to Eng Mags 8 13
• India Today 100 100
• The Week 21 26
• Sunday 16 19
• Frontline 16 19
• Outlook 9 22

India Today still the undisputed leader
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Womens Magazines - English

• All India Top 8 Metros Women
• Index Index Index
• Adult Popln 100 100 100
• Exposed to Press 45 54 32
• Expsd to Eng Mags 8 13 5
• Femina 100 100 100
• Womans Era 80 81 94
• Savvy 22 30 23
• Society 18 23 14
• Cosmopolitan 13 22 9

Femina Womens Era are way ahead of the others
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Womens Magazines - Hindi

• All India Top 8 Metros Women
• Index Index Index
• Adult Popln 100 100 100
• Exposed to Press 45 54 32
• Expsd to Eng Mags 8 13 5
• Grihashobha 100 100 100
• Sarita 56 50 45
• Grihalakshmi 39 38 36
• Meri Saheli 38 28 39
• Manorama 33 22 33

Grihashobha continues to lead
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Film Magazines - English

• All India Top 8 Metros
• Index Index
• Adult Popln 100 100
• Exposed to Press 45 54
• Expsd to Eng Mags 8 13
• Stardust 100 100
• Filmfare 98 113
• Cine Blitz 30 26
• Movie 22 32

The battle is between Stardust and Filmfare
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Business Magazines

• All India Top 8 Metros OEB
• Index Index Index
• Adult Popln 100 100 100
• Exposed to Press 45 54 89
• Expsd to Eng Mags 8 13 34
• Business India 100 100 100
• Business Today 85 87 77
• Business World 48 49 48

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Radio
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Radio Reach

• NRS V NRS VI
• SEC A 47 35
• B 46 33
• C 45 31
• D 41 29
• E 34 24
• Total 42 29

A dramatic fall for Radio
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Radio Reach

• NRS V NRS VI
• Top 8 metros 44 35
• 10 - 25 L 42 29
• 5 - 10 L 40 28
• 1 - 5 L 40 27
• lt 1 L 40 26
• Total 42 29

Radio reach has dropped across all town classes
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Cinema
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Cinema Reach

• Townclass NRS V NRS VI
• 25 L 61 52
• 10 - 25 L 66 55
• 5 - 10 L 68 52
• 1 - 5 L 66 54
• lt 1 L 58 46
• Total 62 51

Contrary to popular belief Cinema Going is still
on the decline
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Cinema Reach

• NRS V NRS VI
• SEC A 69 61
• B 67 57
• C 64 52
• D 62 49
• E 56 43
• Total 62 51

Cinema Reach has declined across SEC categories
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INTAM - Current Status

• Reporting 21 centres
• - Bombay - Jalandhar
• - Delhi - NasikSolapurAurangabad
• - Calcutta - Vishakhapatnam
• - Madras - Vijaywada
• - Bangalore
• - Hyderabad
• - Ahmedabad
• - Lucknow Kanpur
• - Pune Nagpur
• - Madurai Coimbatore
• - Bhopal Indore

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Peoplemeter Types

• Tuner Substitution
• These meters work by substituting the tuner
  inside the TV set with their own tuner. Thus
  these meters have a direct control over what is
  happening on the TV set
• Tuner Monitoring
• Monitoring meters work by placing a small
  antenna-like probe near the tuner inside the TV
  set to detect the channel being viewed.
• Picture Matching
• Meters that capture the picture on the TV
  set which is later matched with the pictures
  collected at the master control station.

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Calculation of TRP- The Diary Method

• Suppose there are 150 Diary HHs in Kanpur
• 30 people indicate in the diary that they watched
  Boogie Woogie
• Therefore the TRP for Boogie Woogie (30/150
  )x100 20
• 100 people indicate that they watched the Sunday
  Hindi Film
• Therefore the TRP for Hindi Film (100/150)x100
  66.6

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Calculation of TRP- The Peoplemeter Method

• Universe 10 people (A,B,C,D,E,F,G,H,I,J)
• Programme Kasauti Zindagi Ki telecast at 8.30
  - 9.00 pm
• Duration 30 minutes
• Viewership of KZK
• Viewer Start Time End Time Minutes Watched
• A 830 840 10
• B DNW - -
• C DNW - -
• D 846 850 4
• E DNW - -
• F 830 835 5
• G DNW - -
• H DNW - -
• I DNW - -
• J 833 858 25

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Calculation of TRP- The Peoplemeter Method

• TRP of KZK
• 10 4 5 25
• 30 30 30 30 x 100 15
• 10
• The corresponding TRP under Diary Method
  (4/10)x100 40

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Data on Competitive Media Activity
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Print and TV

• Print
• ORG Press Audit
• ABC
• Television
• Time Monitoring Services
• Super services
• Current Opinions and Future Trends
• ORG TV Audit

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TV - Advertising Monitoring

• Coverage
• All TV advertising across categories
• Information
• Time of telecast of ad
• Spot duration
• Estimate of spend
• Reporting
• Category/Brand/Channel
• Periodicity
• Weekly
• Utility
• Keeping track of competition

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Print - Advertising Monitoring

• Coverage
• Across product categories
• Information
• Date of insertion
• Colour/BW ad
• Size/position of ad
• Estimate of spend
• Reporting
• Category/Brand/Publication/Statewise
• Periodicity
• Monthly
• Utility
• Keeping track of competition

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The Planning Process
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Various Steps in Media Planning

• Studying the Target Audience and its Media
  preferences
• Review of our previous years performance
• Competitive Analysis
• Identifying Media Tasks/Setting Objectives
• Framing a Media Strategy
• Channel Selection
• Progs/Dlys/Mags Selection
• Developing the Final Plan
• Plan Evaluation
• Post Campaign Review

These do not necessarily happen sequentially -
there are overlaps between these steps
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Identifying Media Tasks/Setting Objectives

• Given the marketing objectives, one needs to
  identify Media Tasks and set objectives
  accordingly
• The Media Objectives should be more a reflection
  of the Marketing Objectives
• The marketing objectives provide direction for
  the planner in selecting Media. Media objectives
  should give further leads based on this.

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Examples of Marketing Objectives andMedia
Objectives

• Marketing Objective
• To increase share with special effort directed
  only to the existing customer base

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Examples of Marketing Objectives andMedia
Objectives

• Marketing Objective
• To increase share with special effort directed
  only to the existing customer base
• Media Objective
• Focus on the Core Target segment in the existing
  markets and increase frequency of exposure to our
  advertising

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Examples of Marketing Objectives andMedia
Objectives

• Marketing Objective
• To regain lost volume - target 14 market share

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Examples of Marketing Objectives andMedia
Objectives

• Marketing Objective
• To regain lost volume - target 14 market share
• Media Objective
• Special focus on markets where market share has
  dropped and step up activity levels. Maintain a
  consistent level of activity the other markets to
  maintain market share

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Examples of Marketing Objectives andMedia
Objectives

• Marketing Objective
• To acquire 20 market share in year 1 after
  national launch, 25 in the next year and 30 in
  the 3rd year

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Examples of Marketing Objectives andMedia
Objectives

• Marketing Objective
• To acquire 20 market share in year 1 after
  national launch, 25 in the next year and 30 in
  the 3rd year
• Media Objective
• Focus on markets where there is a higher return
  in value for every rupee spent. Focus on growth
  markets and capture market share

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Framing a Media Strategy

• Media Strategy is all about concrete steps taken
  to achieve Media Objectives
• This would include steps like setting
  quantifiable media targets, finalising Media Mix,
  taking decisions on scheduling, market
  prioritization, identifying role for each element
  in the Media Mix, etc.

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Market Prioritization - The Need

• All markets might not be of equal importance
• The client might want to focus on some markets
  for strategic reasons
• Budget constraints - therefore cover markets with
  the available money on a priority basis

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Factors Considered in Market Prioritization

• Dispersion of Brand Sales
• Competitive Activity
• Dispersion of Target Audience
• Growth rates in various markets
• Category Sales Dispersion
• Sales Targets