Complete guide to Media Planning

1. Media Planning Basics
- Amit Saxena 1

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.
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3. Source: Advertising & Promotion (Belch & Belch), 2007
The Communication Model
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4. Media channel / Medium Media Vehicle
Medium : A broad general category of carriers
Vehicle : A specific carrier within a medium
Quick Definitions
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5. • The number of individuals within a given target.
Universe
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6. The particular segment of the population that our campaign is trying to reach.
Target Audience
Example : Male/ Female 15-34 yrs SEC AB
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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
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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
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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 )
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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
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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
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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
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13. For instance, assuming we have a Target Audience of
10 people...
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14. – 1 in Programme A
– 1 in Programme B
– 1 in Programme C
… And my campaign is made of 3 spots
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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
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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)
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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)
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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 = ?
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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
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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
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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
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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
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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
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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
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25. Media Brief
Marketing Objective
Media Objective
Media Strategy
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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
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27. Who ?
Targeting
What ?
Media
Channels
Where ?
Geography
When ?
Scheduling
How Much
?
Delivery
Media Planning Components
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28. • To determine the right target audience.
• To understand audience behaviors and media consumption habits.
• Ensures efficiency, avoids waste, prevents over-exposure.
Targeting
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29. Broadly two ways in which targeting can be approached
DemographicsPsychographics
Mindset, Affinity group Gender, Age, SEC, Geo
IRSTGI
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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.
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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
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42. Market Factors
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43. Copy / Creative factors
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44. Media Factors
+ 1.9
3+1.9 = 4.9
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45. Optimize Reach and frequency
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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
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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.
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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
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49. Thank You
- Amit Saxena 50