Title: MEDIA
1MEDIA
2Media 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 ?
3TV 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
4Print 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
5Evolution 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
6Some Basic Concepts
7Reach
- The total number of different people who have
been exposed to the campaign
8Frequency
- The no. of times the audience gets exposed to the
campaign
9Average Frequency/OTS
- The average number of times the target audience
was exposed to the campaign
10Media weight
- The product of reach and frequency is known as
GRPs. - GRP is a measure of the media weight delivered by
a media plan
11Media Research
12Socio-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).
13Broad 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,
-
14Socio-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.
15Broad 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
16Databases Used by PlannersPrint
17Readership Circulation
- NRS - National Readership Survey
- IRS - Indian Readership Survey
- Product profiles - Data on product and brand
usage - ABC - Circulation figures
18Some 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..
19Some 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 -
20Some 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.
21Some 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
22Some Definitions
- Claimed Readership
- No. of people who claim to have read a
publication with a frequency greater than zero
23The 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.
24Television
25Television 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
26Television 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
27CS 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
28CS 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
29CS Penetration
- Zone Total
- West 52
- South 60
- East 31
- North (Less UP/Raj) 38
- UP/Raj 27
South West are very clearly Satellite markets
30CS 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
-
31Colour 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
32Remote 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
33Print
34Print Reach
35Print Reach
36General 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
37Womens 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
38Womens 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
39Film 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
40Business 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
41Radio
42Radio 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
43Radio 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
44Cinema
45Cinema 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
46Cinema 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
47INTAM - Current Status
- Reporting 21 centres
- - Bombay - Jalandhar
- - Delhi - NasikSolapurAurangabad
- - Calcutta - Vishakhapatnam
- - Madras - Vijaywada
- - Bangalore
- - Hyderabad
- - Ahmedabad
- - Lucknow Kanpur
- - Pune Nagpur
- - Madurai Coimbatore
- - Bhopal Indore
48Peoplemeter 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.
49Calculation 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
50Calculation 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
51Calculation 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
52Data on Competitive Media Activity
53Print and TV
- Print
- ORG Press Audit
- ABC
- Television
- Time Monitoring Services
- Super services
- Current Opinions and Future Trends
- ORG TV Audit
54TV - 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
55Print - 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
56The Planning Process
57Various 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
58Identifying 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.
59Examples of Marketing Objectives andMedia
Objectives
- Marketing Objective
- To increase share with special effort directed
only to the existing customer base
60Examples 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
61Examples of Marketing Objectives andMedia
Objectives
- Marketing Objective
- To regain lost volume - target 14 market share
62Examples 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
63Examples 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
64Examples 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
65Framing 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.
66Market 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
67Factors Considered in Market Prioritization
- Dispersion of Brand Sales
- Competitive Activity
- Dispersion of Target Audience
- Growth rates in various markets
- Category Sales Dispersion
- Sales Targets