media planning terms and concepts
DESCRIPTION
Media Planning basics: core terms and concepts explained using the metaphor of beer industry.TRANSCRIPT
Media toolset
Imagine you are trading beer
How would you settle payments with beer manufacturer?
Will you pay him all the cost even if no one approached your stall?
Obviously you must pay in proportion to those bottles that were bought
The fairest payment model
You pay for what was demanded
Sale not presence on a stall has value and initiates payment
The same is with media
Contacts not emissions define the effectiveness
and cost of the campaign (for most measurable media TV)
Beer sale Commercial exposure
1 rating denotes a number of exposures equivalent to 1% of the target audience exposed to commercial
If there are 200.000 M25-54 then 1 rating = 2.000 (a number equivalent to 1% of the M25-54 were exposed to an ad)
To calculate turnover you simply total transactions
When you add exposures you get gross exposures (Gross Rating Points = GRPs)
If you ran 4 spots, and they ALL earned a 10 rating, we can declare that campaign earned 40 GRPs
Equal amount of bottles may be sold in different ways
The same is with exposures
To many consumers
In media it refers to REACH
Reach is % of the target population that have received
the message at least once
Factors that add to high reach
Beer trade industry
A stall at hypermarket
At different hypermarkets
Trade the whole day
Trade the whole week
Different brands
Have mobile stall at beer festival, …
Media industry
High rating station
Use wide range of stations
More day-parts
More week days
Different program genres
Use high-rating one-time events (World Cup, …)
You may sell every item into different hands
Thus having more exclusive consumers
55 of the 100 GRPs may reach viewers for the first time
The remaining 45 GRPs are duplicated exposures
So it depends on your goals and skills
…these poor someone may consume extra
If you know how many beers you have sold and the number
of consumers
You can tell how many bottles everyone drinks on average
In media it refers to FREQUENCY
Frequency denotes the number of times that the average member of the target (who’s been reached) is
exposed to a message
Factors that confine reach and add frequency
Beer trade industry
Local small pub
At one sleeping district
Trade only at noon
Trade only on Sundays
Trade only one brand
Media industry
Low rating station
Limited amount of stations
Limited day-parts
Limited week days
Limited program genres
In media it refers to duplication
Because of duplications reach is always lower than 100%!
High capacity plant may produce annual amount of bottles that exceed population
Heavy campaign may have over 100 GRPs
Monetary value of exposures and GRP
CPP is the cost of exposing 1% of the target
audience
CPT (CPM) is the cost of delivering 1.000 exposures among a target audience
Factors that influence cost
Beer trade industry
Cost may vary by outlet
Cost may vary
Peak and off seasons
Cost may vary by brands
Media industry
Cost may vary by stations
Cost may vary by day-parts
Cost may vary by months
Cost may vary by programs
Liter is a standard in beer industry…
Draughts/bottles of different size have different value to consumer - thus must have different cost as well
…Eq.GRP in media
To assess communication and monetary value of TV commercials correctly we need to adjust them to a certain
standard - usually 30”
Affinity
Men are heavier beer drinkers than women
To assess how heavier you simply calculate sales for men and women and compare them
The same in media - calculate exposures (GRPs) for diff. audiences and compare them
Dividend of GRPs for two audiences is AFFINITY
So what? What can we obtain of it?
Affinity reflects addiction & popularity of the program among the target
Moreover it is important buying variable when
related to buying audience
Affinity as a buying variable
The station sells ratings for P16-49, CPP is $1.000
The target group is W20-45
The program delivers 10 GRPs for P16-49, 8 GRPs for W20-45
What is the cost of buying 1 GRP for W20-45?
What is the affinity of W20-45 to P16-49?
Why affinity is so important?
Can GRPs be added for different target groups?
1 GRP is a percent of specific target, adding diff. %% is incorrect
Can GRPs be added across different media?
Practically Yes. But note you are adding ‘saw the ad’ vs. ‘in the room’, etc.
Other questions…