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Media Planning Basics
- Amit Saxena 1
What is Media Planning
 Getting the right message…
In front of right person…
With the right amount the money…
To gener...
Source: Advertising & Promotion (Belch & Belch), 2007
The Communication Model
- Amit Saxena 3
Media channel / Medium Media Vehicle
Medium : A broad general category of carriers
Vehicle : A specific carrier within a m...
• The number of individuals within a given target.
Universe
- Amit Saxena 5
The particular segment of the population that our campaign is trying to reach.
Target Audience
Example : Male/ Female 15-3...
The percentage (%) of the target universe exposed to a spot at a
given moment.
One rating point represents 1% of a given T...
Percentage of the target audience for one spot that is also
exposed to another spot
Target A: Adults 18-49
Universe = 11
S...
• Sum of audience sizes for more than one ad or program.
• Media schedule for Brand X
TVR Spots
– KBC 10 1
– Diya Baati 20...
Percentage of our target universe that was exposed at least once to an
advertising schedule. Usually measured over 1 or 4 ...
Frequency: (also called Average Frequency or OTS)
The average number of times that each person is exposed to a brand’s
adv...
100 TRPs can represent:
Campaign A: Reach 50% Frequency = 2.0
Campaign B: Reach 25% Frequency = 4.0
Different objectives -...
For instance, assuming we have a Target Audience of
10 people...
- Amit Saxena 13
– 1 in Programme A
– 1 in Programme B
– 1 in Programme C
… And my campaign is made of 3 spots
- Amit Saxena 14
1 TV SPOT
TRP = 50
Reach = 50 %
Average Frequency
TRP/R = 50/50 = 1
Frequency Unique Reach
1 50 %
2 0 %
3 0 %
5 people wat...
Rating = 50%
Programme A
We add Programme B
and 6 people watch this programme
Rating = 60%
Programme B
Building REACH
Dupl...
2 TV Spots
GRPs =?
Reach = ?
Average Frequency = ?
Rating = 50%
Programme A
Rating = 60%
Programme B
GRPs = 110
We added 6...
Rating = 50%
Rating = 50%
Rating = 60%
Programme C adds 50 GRPs but only 10%
reach as the other 40% is duplicated with
Pro...
Rules
• GRPs can be calculated adding the ratings of the advertising campaign
spots.
• Reach and Average Frequency can onl...
• CPRP (Cost per Rating Point) is the amount an advertiser invests to achieve
a TVR of 1 for a commercial.
• It is a effec...
Share of Expenditure (SOE)
Brand spend in value as a % of the total advertising expenditure of the category.
Share of Voic...
Channel Share :
No. of people watching channel as a % of total people watching TV for a
particular day part.
Total TV Audi...
FCT : Free Commercial time.
It is the amount of secondage that is bought on a channel.
FPC : Fixed Point Chart.
It is the ...
Used to signify the final 10 Sec rate that is obtained on a channel after the
buying is complete.
Its is arrived after ave...
Media Brief
Marketing Objective
Media Objective
Media Strategy
- Amit Saxena 25
Media objectives are goals that are related to the marketing objectives and strategies.
Media strategies are actions that ...
Who ?
Targeting
What ?
Media
Channels
Where ?
Geography
When ?
Scheduling
How Much
?
Delivery
Media Planning Components
- ...
• To determine the right target audience.
• To understand audience behaviors and media consumption habits.
• Ensures effic...
Broadly two ways in which targeting can be approached
DemographicsPsychographics
Mindset, Affinity group Gender, Age, SEC,...
1. Target Group Index (TGI)
TGI identifies heavy , medium and light users as well as non-users of a category
in a vast ran...
2. IRS
• Indian Readership survey
3. BARC
• Broadcast Audience Research Council
4. RAM
• Radio Audience Measurement
5. ABC...
• Brand Development Index (BDI)
– Percentage of a brand’s sales in a particular area in
relation to the percentage of coun...
• Category Development Index (CDI)
– Percentage of a category’s sales in a particular area in
relation to the percentage o...
HighCDILowCDI
High BDI Low BDI
The market usually
represents good sales
potential for both the
product and brand
Category ...
1. Where do the majority of your sales come from?
2. Is there a natural need for your product in certain regions?
3. What ...
1. Identifying the delivery potential of media in the TG.
• Identify Media Reach efficiency both nationally and geographic...
1. Getting the consumer-media connect correctly
• Media/Genre Affinity (%Target reach/%Universe Reach)also gives us the
me...
Advertising Budgets are Finite, hence for Media Target
Setting, the decision triangle can take various forms
CONTINUITY
CO...
How much reach is enough?
Reach follows a curve that flattens as GRPs increase
Highest Reach – 99%
Moderate Reach – 70% to...
Frequency : How much is enough ?
Krugman’s Three hit theory :
1st exposure : What is it ? A cognitive (screening out/ in) ...
Ostrow Model – used to estimate effective frequency
• Market Factors
• Copy Factors
• Media Factors
Begin with 3.0 frequen...
Market Factors
- Amit Saxena 43
Copy / Creative factors
- Amit Saxena 44
Media Factors
+ 1.9
3+1.9 = 4.9
- Amit Saxena 45
Optimize Reach and frequency
- Amit Saxena 46
Thumb rules for creating a media plan
1. Use the highest reach medium as base of the plan
2. Add other mediums for increme...
Scheduling
1.Continuity
Continuity scheduling spreads media spending evenly across months.
2.Flighting
The flight scheduli...
Delivery
What to Measure ?
The most direct measure of the effectiveness of media planning is the media vehicle
exposure.
I...
Thank You
- Amit Saxena 50
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Media planning basics

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Media planning basics

  1. 1. Media Planning Basics - Amit Saxena 1
  2. 2. What is Media Planning  Getting the right message… In front of right person… With the right amount the money… To generate the right response. - Amit Saxena 2
  3. 3. Source: Advertising & Promotion (Belch & Belch), 2007 The Communication Model - Amit Saxena 3
  4. 4. Media channel / Medium Media Vehicle Medium : A broad general category of carriers Vehicle : A specific carrier within a medium Quick Definitions - Amit Saxena 4
  5. 5. • The number of individuals within a given target. Universe - Amit Saxena 5
  6. 6. The particular segment of the population that our campaign is trying to reach. Target Audience Example : Male/ Female 15-34 yrs SEC AB - Amit Saxena 6
  7. 7. The percentage (%) of the target universe exposed to a spot at a given moment. One rating point represents 1% of a given Target Spot A Total Audience = 9 Target: M18-34 Universe = 10 Target Rating of Spot A = 30% = 3/10 Rating Rating - Amit Saxena 7
  8. 8. Percentage of the target audience for one spot that is also exposed to another spot Target A: Adults 18-49 Universe = 11 Spot A Total Audience = 9 Spot B Total Audience = 8 Target A Duplication between Spot A and B = 18% Rating Spot A = 27% (3/11) Rating Spot B = 36% (4/11) Duplication - Amit Saxena 8
  9. 9. • Sum of audience sizes for more than one ad or program. • Media schedule for Brand X TVR Spots – KBC 10 1 – Diya Baati 20 2 – Mahabharat 15 1 – CID 10 1 – Crime Patrol 6 1 Total GRPs for brand X = 81 Q. How many GRPs for this schedule? Gross Rating points ( GRPs ) - Amit Saxena 9
  10. 10. Percentage of our target universe that was exposed at least once to an advertising schedule. Usually measured over 1 or 4 week period Example: Target Universe = 10,00,000 A campaign achieves 80% reach in 1 week 80% of the target have seen the commercial at least once 8,00,000 of the target have seen the commercial at least once Reach - Amit Saxena 10
  11. 11. Frequency: (also called Average Frequency or OTS) The average number of times that each person is exposed to a brand’s advertising campaign or schedule. Frequency - Amit Saxena 11
  12. 12. 100 TRPs can represent: Campaign A: Reach 50% Frequency = 2.0 Campaign B: Reach 25% Frequency = 4.0 Different objectives - same GRPs GRPs ReachFrequency GRP = Reach x frequency Reach= GRP / Frequency Frequency = GRP / Reach Relation between GRPs, Reach & Frequency Formula Lets see how these 3 concepts are related to each other - Amit Saxena 12
  13. 13. For instance, assuming we have a Target Audience of 10 people... - Amit Saxena 13
  14. 14. – 1 in Programme A – 1 in Programme B – 1 in Programme C … And my campaign is made of 3 spots - Amit Saxena 14
  15. 15. 1 TV SPOT TRP = 50 Reach = 50 % Average Frequency TRP/R = 50/50 = 1 Frequency Unique Reach 1 50 % 2 0 % 3 0 % 5 people watched programme A and saw the commercial... Rating = 50% Programme A TA Universe : 10 - Amit Saxena 15
  16. 16. Rating = 50% Programme A We add Programme B and 6 people watch this programme Rating = 60% Programme B Building REACH Duplicated audience (Building FREQUENCY) - Amit Saxena 16
  17. 17. 2 TV Spots GRPs =? Reach = ? Average Frequency = ? Rating = 50% Programme A Rating = 60% Programme B GRPs = 110 We added 60 GRPs but not 60% reach as 30% is duplicated Reach = 80 % Average Frequency = 1.4 (GRPs / Reach) - Amit Saxena 17
  18. 18. Rating = 50% Rating = 50% Rating = 60% Programme C adds 50 GRPs but only 10% reach as the other 40% is duplicated with Programme A or/and B GRPs = 160 Reach = 90 % Average Frequency = 1.8 Programme A Programme B Programme C 3 TV SPOTS GRPs =? Reach = ? Average Frequency = ? - Amit Saxena 18
  19. 19. Rules • GRPs can be calculated adding the ratings of the advertising campaign spots. • Reach and Average Frequency can only be calculated with the help of software – BARC / IRS • Reach can never be higher than 100 • Never add GRPs that belong to different target definitions. • Never add GRPs that belong to different markets. Relationship between Reach and AOTS is Inversely Proportion. • When Duplication is lower , Reach increases and AOTS decreases • When duplication goes up, reach decreases and AOTS increases. GRPs, Reach & Frequency - Amit Saxena 19
  20. 20. • CPRP (Cost per Rating Point) is the amount an advertiser invests to achieve a TVR of 1 for a commercial. • It is a effectiveness score which evaluates the value of Spots. Channel Prime Time TVR (%) 10 Sec Slot Cost CPRP ZEE TV 4.8 200000 200000/4.8 = 41666 Star Plus 8.2 500000 500000/8.2= 60975 Sony 3.25 150000 150000/3.25 = 46153 Sahara 1.2 30000 30000 / 1.2 = 25000 CPRP calculation is undertaken to get all available options on a single base for Evaluation… In the example shown, the most efficient spot is Sahara followed by ZEE… CPRP - Amit Saxena 20
  21. 21. Share of Expenditure (SOE) Brand spend in value as a % of the total advertising expenditure of the category. Share of Voice Represent the brand GRPs as percentage of the total GRPS delivered by the category. SOV /SOE : Competition Benchmarking Brands FY 14-15 FY 15-16 Till Date FY 14-15 FY 15-16 Till Date FY 14-15 FY 15-16 Till Date FY 14-15 FY 15-16 Till Date FY 14-15 FY 15-16 Till Date SOE SOV Gaana 24 23 1993 1222 32% 57% 35% 51% 24 24 25% 16% Saavn 15 7 1102 430 20% 17% 19% 18% 28 25 -2% -1% Hungama 13 2 1473 273 17% 6% 26% 11% 19 21 -12% -14% Wynk 24 8 1188 470 31% 20% 21% 20% 32 18 -12% -1% Total 75 40 5756 2394 100% 100% 100% 100% Spends In Cr GRPs SOE SOV % ChangeACD - Amit Saxena 21
  22. 22. Channel Share : No. of people watching channel as a % of total people watching TV for a particular day part. Total TV Audience : 1000 No.of People watching TV ( 8-9 pm) : 700 No.of people watching Star Plus : 600 Channel share of star Plus : 600/700*100 =85.7% ROS : Run on schedule Refer to random running of spots across the enitre day. RODP : Run on Day parts Refer to the random running of spots within a specified time band. Channel share , ROS , RODP - Amit Saxena 22
  23. 23. FCT : Free Commercial time. It is the amount of secondage that is bought on a channel. FPC : Fixed Point Chart. It is the time wise, day wise programming grid for a particular channel. FCT & FPC - Amit Saxena 23
  24. 24. Used to signify the final 10 Sec rate that is obtained on a channel after the buying is complete. Its is arrived after averaging out the paid and the bonus component of the deal. • Paid Value : Rs. 150,000 • Paid Secondages = 100 Secs ( i.e. @ Rs. 15000/ 10 Sec) • Bonus Secondage = 50 Sec • Total Secondage = 150 Sec • ER / 10 Sec = 150000/15=Rs.10,000 Effective Rate - Amit Saxena 24
  25. 25. Media Brief Marketing Objective Media Objective Media Strategy - Amit Saxena 25
  26. 26. Media objectives are goals that are related to the marketing objectives and strategies. Media strategies are actions that can fulfill these objectives…many strategies can fulfill one objective…your job is to choose most effective strategy from all possibilities. Examples : Objectives: Reach 60% of target audience a minimum of 3+ times and 50 R , 3F in first 4 weeks. Strategy: How you are going to reach 60% of target audience a minimum of 3+ times (combination of TV, radio, DM, yellow pages, etc.) Media Objective & Media Strategy - Amit Saxena 26
  27. 27. Who ? Targeting What ? Media Channels Where ? Geography When ? Scheduling How Much ? Delivery Media Planning Components - Amit Saxena 27
  28. 28. • To determine the right target audience. • To understand audience behaviors and media consumption habits. • Ensures efficiency, avoids waste, prevents over-exposure. Targeting - Amit Saxena 28
  29. 29. Broadly two ways in which targeting can be approached DemographicsPsychographics Mindset, Affinity group Gender, Age, SEC, Geo IRSTGI - Amit Saxena 29
  30. 30. 1. Target Group Index (TGI) TGI identifies heavy , medium and light users as well as non-users of a category in a vast range of product categories and link then up to demographic , media and lifestyle.So it is possible to explain who people are, what their attitudes are and what vehicles are best to reach them. Agency Resources for targeting Analysis - Amit Saxena 30
  31. 31. 2. IRS • Indian Readership survey 3. BARC • Broadcast Audience Research Council 4. RAM • Radio Audience Measurement 5. ABC • Audience Bureau of circulation Agency Resources for targeting Analysis - Amit Saxena 31
  32. 32. • Brand Development Index (BDI) – Percentage of a brand’s sales in a particular area in relation to the percentage of county’s population in that area. – Example : If a brand has 10% of sales in an area where 20% of country’s people live then BDI in that area is 50.( 10/20x100) Selecting Local Markets - Amit Saxena 32
  33. 33. • Category Development Index (CDI) – Percentage of a category’s sales in a particular area in relation to the percentage of county’s population in that area. – Example : If a category has 10% of sales in an area where 20% of country’s people live then CDI in that area is 50.( 10/20x100) Selecting Local Markets - Amit Saxena 33
  34. 34. HighCDILowCDI High BDI Low BDI The market usually represents good sales potential for both the product and brand Category Potential low but brand has high market share. Category Potential high but brand has low market share. Both Product category and brand are doing poorly; not likely to be a good place to advertise. Brand & Category Analysis - Amit Saxena 34
  35. 35. 1. Where do the majority of your sales come from? 2. Is there a natural need for your product in certain regions? 3. What is the opportunity for growth? Are there markets where the category has potential but it remains underdeveloped? 4. Where is the competition strong? Do we want to compete? 5. What is your budget? 6. National media (network) is more efficient than regional or local media (spot), but requires more out-of-pocket cost. 7. Answer = National, Regional or Local Market Selection - Amit Saxena 35
  36. 36. 1. Identifying the delivery potential of media in the TG. • Identify Media Reach efficiency both nationally and geographically. 2. Getting the consumer-media connect correctly • Gross Consumption of media (Reach x Time Spent) by the TG gives us an understanding of consumer –media connect and hence the media selection. • Media/Genre Affinity (%Target reach/%Universe Reach)also gives us the media-consumer connect. 3. Identifying the language mix correctly by geography 4. Set the media operating framework Media Channel - Amit Saxena 36
  37. 37. 1. Getting the consumer-media connect correctly • Media/Genre Affinity (%Target reach/%Universe Reach)also gives us the media-consumer connect. Media Channel 108 115 178 204 123 44 182 220 180 196 133 125 0 50 100 150 200 250 0 5 10 15 20 25 GEC Hin Movies Music Sports Hin News Kids Info Eng Movies Lifestyle Eng Ent Eng News Business News TG Share Affinity - Amit Saxena 37
  38. 38. Advertising Budgets are Finite, hence for Media Target Setting, the decision triangle can take various forms CONTINUITY CONTINUITY CONTINUITY CONTINUITY MEDIUM REACH, MEDIUM FREQUENCY LOW REACH, HIGH FREQUENCY HIGH REACH, HIGH FREQUENCY HIGH REACH, LOW FREQUENCY - Amit Saxena 38
  39. 39. How much reach is enough? Reach follows a curve that flattens as GRPs increase Highest Reach – 99% Moderate Reach – 70% to 75% Lowest Reach – 50% to 60% 50% is minimum for brand survival Determining Reach & Frequency Goals - Amit Saxena 39
  40. 40. Frequency : How much is enough ? Krugman’s Three hit theory : 1st exposure : What is it ? A cognitive (screening out/ in) response 2nd exposure : What of it ? An evaluative response 3rd exposure : The true reminder. All subsequent exposures : Repeats of the 3rd exposure Determining Reach & Frequency Goals Once reach begins to plateau, frequency continues to increase. - Amit Saxena 40
  41. 41. Ostrow Model – used to estimate effective frequency • Market Factors • Copy Factors • Media Factors Begin with 3.0 frequency Use questions in the model to determine a score to add or subtract from the benchmark. Determining Reach & Frequency Goals - Amit Saxena 41
  42. 42. Market Factors - Amit Saxena 43
  43. 43. Copy / Creative factors - Amit Saxena 44
  44. 44. Media Factors + 1.9 3+1.9 = 4.9 - Amit Saxena 45
  45. 45. Optimize Reach and frequency - Amit Saxena 46
  46. 46. Thumb rules for creating a media plan 1. Use the highest reach medium as base of the plan 2. Add other mediums for incremental reach to the base 3. Cost efficiency of each medium will be critical to decide on the final mix Media UP Chen RoTN AP Kar B &J M&G Guj MP Raj Delhi P&H RoW B Oriss a CS TV 84 97 100 96 97 87 88 92 84 82 95 98 90 98 Lang Dailies 61 39 53 55 58 72 51 75 68 81 40 55 54 58 Eng Dailies 12 42 13 20 27 15 8 11 7 11 54 22 27 20 Radio 30 59 29 22 30 25 15 31 25 42 45 23 53 26 Internet 53 58 43 44 36 55 27 48 50 62 70 71 71 69 CS TV + Internet 88 98 100 97 97 93 91 94 91 92 99 99 94 100 CS TV + Radio + Internet 89 98 100 98 98 94 91 94 92 94 99 99 95 100 CS TV + Internet +Eng Dail 89 98 100 98 99 94 91 94 91 92 99 100 95 100 CS TV + Eng. Dailies + Radio + Internet 90 98 100 98 99 94 91 94 92 94 99 100 99 100 CS TV + Internet + Lang. Dailies 92 100 100 97 97 97 93 97 95 97 99 100 98 100 CS TV + Internet + Lang. Dailies + Radio 93 100 100 98 99 97 94 97 95 98 99 100 100 100 Lang. Dailies + Eng. Dailies +CS TV + Radio + Internet 93 100 100 98 99 97 94 97 95 98 99 100 100 100 TG : Male – 15-24, SEC AB - Amit Saxena 47
  47. 47. Scheduling 1.Continuity Continuity scheduling spreads media spending evenly across months. 2.Flighting The flight scheduling approach alternates advertising across months, with heavy advertising in certain months and no advertising at all in other months. 3.Pulsing • Pulse scheduling combines the first two scheduling methods, so that the brand maintains a low level of advertising across all months but spends more in selected months. - Amit Saxena 48
  48. 48. Delivery What to Measure ? The most direct measure of the effectiveness of media planning is the media vehicle exposure. If the measured level of exposure is near to or exceeds the planned reach and frequency, then the media plan is considered to be effective. TG: 15-34, M, AB Pre Eval TG: 15-34, M, AB Post Eval 24th Feb to 3rd Apr''16 24th Feb to 11th Mar'16 (17 Days) Markets GRPs 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+ Markets GRPs 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+ 6 metros 1057 82 71 62 54 53 42 38 33 30 21 6 metros 558 72 60 52 45 39 36 32 28 24 21 HSM 975 80 72 66 57 51 33 28 25 22 18 HSM 380 61 47 39 33 28 24 21 18 15 13 AP 936 82 75 65 57 51 45 41 37 34 26 AP 513 69 57 50 46 38 36 32 28 23 18 TN 927 84 78 71 64 59 53 49 44 40 24 TN 676 70 59 51 47 43 40 35 34 32 28 India 905 69 71 62 55 52 45 41 37 33 27 India 399 61 48 40 34 29 25 22 19 16 14 - Amit Saxena 49
  49. 49. Thank You - Amit Saxena 50
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