1 media planning

Media Planning & Buying

An Indian Perspective

A Quick Recap

• Communication is the key to marketing and media is the key to communication

• What drives media choices– Reach– Cost Effectiveness– Relevance

• Making the right choices– Reach– Frequency– Reach * Frequency

• Media Classes– Static– Broadcast– New Media

• Media– As a vehicle– As the medium– As the message

• An overview of how a media agency functions

The Agenda This Semester:

• Roles within a media agency

• Media Basics

• Media Strategy

• TG Definition

• Market Prioritization

• Setting Media Weights

• Media Mix Decision

• Scheduling

• Building a Media Plan

So what exactly is media planning??

A series of decisions Which conclude with a strategy which will help a brand

Deliver it’s communication in the most efficient mannerto the right set of audiences

Using the most appropriate media options in the best possible manner



• Media Basics

• Media Strategy

• TG Definition




• Scheduling


ROLES WITHIN A MEDIA AGENCYIf everyone is moving forward together, then success takes care of itself

The following specialists form a team:

1. Strategic Media Planners2. Implementation Planners3. Media Research4. Media Buyers5. Consolidation & Benchmarking6. Interactive Cell (Mobile, Internet etc)7. Out of Home (OOH) – Can also be a separate agency by itself8. Activation (Events / Retail/ On-ground)9. Entertainment (Program syndication, Films)10. Monitoring11. Operations / Implementation12. Billing & Collections



• Media Basics

• Media Strategy

• TG Definition




• Scheduling


MEDIA BASICSA journey of a thousand miles must being with a single step – Lao Tzu

TVRTRP

GRPReachFrequency

TAMIRSADEX

Reach

• % of people exposed to a particular vehicle at least once in the period under consideration

• Unduplicated Measure

• Eg. Times of India Reach in Mumbai – 45%Mid-Day (Mumbai) – 25%

• Reach in Mumbai?

TOI (45%)

Mid-Day (25%)

Duplication with those who read both

Remember: Reach is unduplicated

P(A U B) is P(A)+P(B) – P(A Π B)

• Combined Reach will not be a straight mathematical addition of 45% + 25%

• We need to discount all people who read both Times of India as well as Mid- Day (to use a media term: the duplicated audience)

• Easier to understand with Set theory:

Reach in Mumbai is therefore 60%

Duplication (10%)

TOI (45%)

Mid-Day (25%)

Remember: Reach is unduplicated

P(A)+P(B)+P(C)-P(AB)-P(AC)-P(BC)+P(AΠB ΠC)

• Lets take it a step further. Let’s add one more publication (Economic Times)

Duplication (10%)

ET(10%)

Duplication (2%)

Duplication (1%)

Reach in Mumbai is therefore 67%

Cumulative Reach

• Reach accumulates across media vehicles or a period of time or across different issues of the same vehicle

• Cumulates quickly in the initial stages but the build-up starts plateauing once we have already reached the heavy & medium users

• This means we need to start adding light users to build reach

• Not an impossible task but an extremely expensive one0

10

20

30

40

50

60

70

80

90

Market Leader

2nd Publication

Incremental Publications

Frequency Distribution

• In a campaign the ad. is exposed a number of times– Which results in the reach build up

• However all people in the audience are not exposed uniformly

• Most likely that heavy viewers see the ad. more often while light viewers might not see it at all

• This spread is called frequency distribution

Frequency DistributionFrequency No. Of People who saw the ad.

f=0 26f=1 19f=2 14f=3 12f=4 9f=5 7f=6 4f=7 4f=8 3f=9 1

f=10 1

Reach

Of the 100 People who form the audience 26 have not seen the campaign (f=0)

They are said to have not been ‘reached’ by the campaign

Reach of this campaign would be 74% (∑f1-f10)

Discreet & Cum. Distribution

• No. of people who saw the ad exactly once, twice, thrice etc. (Discreet Reach)

• Adding up the people who saw the ad atleast once, twice, thrice or more (Reach thus obtained is designated as ‘1+ Reach’)

• If we leave out people who saw the ad. exactly once and plot everyone else it would be ‘2+ Reach’

• Difference between discrete and cum distribution is:– Seeing the ad. exactly a certain no. of times (Discreet)– Atleast a certain number of times (Cum distribution)

1 2 3 4 5 6 7 8 9 10+0

2

4

6

8

10

12

14

16

18

16

13

9

11

65

43 3

8 % Reach

Discreet Distribution

Cum. Distribution

1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+0

10

20

30

40

50

60

70

80

90

78

62

49

40

2923

1814

118

% Reach

∑ = 1+ = 78%∑-(1)=2+= 62%

∑-(1)-(2)=3+= 49%

Average OTS (Opportunity To See)

• Average number of exposures amongst those who have been reached

• A derived number hence can be in decimals

• Calculated as the weighted average of the frequency distribution

Frequency

No. Of People who saw the ad.

f=0 26f=1 19f=2 14f=3 12f=4 9f=5 7f=6 4f=7 4f=8 3f=9 1

f=10 1

Average OTS = (1*19)+(2*14)+(3*12)+(4*9)+(5*7)+(6*4)+(7*4)+(8*3)+(9*1)+(10*1)

19+14+12+9+7+4+4+3+1+1

= 3.36

On an average people reached would have seen the ad. 3.36 times

Frequency Distribution

Effective Frequency / Reach

• Effective Frequency = The minimum no. of times the TA needs to be exposed to our communication to have the desired effect

• Assume that minimum no. is 4 times (Various studies have thrown different results as ideal)

• We would then look at reach only at 4+ (discarding people who have viewed the communication less than 4 times) thus arriving at Effective Reach

1 2 3 4 5 6 7 8 9 10+0

2

4

6

8

10

12

14

16

18

20 19

15

12

14

76

43 3

8

% Reach

Effective Frequency-4

1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+0

5

10

15

20

25

30

35

40

45

5045

31

24

18

1411

8

% Reach

Effective Reach at 4+

So what is the ideal effective frequency??

• Extensive research carried out in the area– Herbert Krugman– Erwin Ephron– Gerard Tellis

• One do it yourself method is the FCB Power Grid– Based on various input parameters

• Rankings on marketing, message (creative) and media• Overlays inputs on the FCB Grid (High-Low Involvement & Emotion/Rational Product)

So what is the ideal effective frequency??FCB Power Grid

Factor Low Frequency 1 2 3 4 5 6 7 High FrequencyMarketing FactorsThe brand is Established 1 NewBrand Dominance Very Dominant 1 Small ShareBrand Loyalty High 1 LowPurchase Cycle Long 1 ShortUsage Cycle Long 1 ShortCompetitive SOV Low 1 HighTG Learns Fast 1 Slowly

Message FactorsMessage Complexity Simple 1 ComplexMessage is Unique 1 Me tooCampaign is Continuing 1 NewWearout of commercial Low 1 HighCommercials are Long 1 Short

Media FactorsClutter Levels Low 1 HighEnvironment to message Close match 1 No MatchAttentiveness of audience Involving 1 Not involvingPlan is Continuous 1 PulsedNo. of media used Many 1 OnePromotional Support High 1 Low

FCB Grid PositionProduct is High involvement 1 Low involvementProduct is Emotional 1 Rational

Minimum Frequency 3.2 9 2 2 1 0 1 5

W.Avg. of all scores

((1*9)+(2*2)+(3*2)+(4*1)+(5*0)+(6*1)+(7*5))/SUM(9+2+2+0+1+1+5)

TV METRICS

From Diary to Peoplemeter• Diary

– A panel would be given a diary with qtr. hour time-slots across rows and channels across columns

– Drawback – not recorded but reported behaviour– Telescope effect – 1 Shot fill for the wk.

• Big Shows got bigger, small ones got smaller

• Replaced by Peoplemeters in 1996– 2 Units

• Channel Monitoring device (attached to the TV set)• Remote to register viewer details

– Remote has buttons for each member of the family– Data collected is mapped to channel telecast frequency

• Currently 2 reporting systems in India: TAM & AMAP– TAM: 7305 Sample Homes

• 2440 in the 8 Metros

TRP/TVR

• The move from Diary to Peoplemeter also changed TRPs to TVRs

• TRP= % of the audience who viewed a certain programme or time-slot– Simple headcount

• TVR=Weighted Number which takes Reach & Time-spent into account

TVRViewer Viewing Start Time Viewing End Time Total Time

M3 8:30 8:40 10M5 8:46 8:50 5M6 8:30 8:35 6M9 8:33 8:58 24

M1/M2/M4/M7/M8/M10 - - -

TRP = 4/10*100= 40

10

TVR=(10/30 + 5/30 + 6/30 + 24/30) X100

=15

TVR• Better viewing metric however creates some unique situations

– 2 shows both rating the same can have very different viewing patterns– Eg. A daily soap may be pulling in a fairly loyal audience which watches

almost the entire show (albeit on a smaller base)• Alternatively a non-fiction format (like KBC) may have a far larger number

of people sampling it for lesser time

• Taking it a step further this would mean the soap is a great device for brands which need to build frequency– The non-fiction show is a better bet for communication which needs to

build higher reach than frequency

• Classical Media Conundrum: Reach Or Frequency

Program Reach & TS (Time-Spent)On the People-meter System

• Reach = A viewer who watched atleast 1 minute of the program

• TS = Number of minutes the viewer saw the program– 2 Ways to look at TS

• As an average of the total time spent by the universe– (10+5+6+24=45)/10

• Per Viewer– 45/4=11.25 Minutes

Ad. Viewership• Viewership is collected at seconds level

– However reported data at the minute level

• Viewership gets attributed to the minute– If you were changing channels in the minute under consideration the

entire viewership of the minute get attributed to the channel viewed for the maximum seconds in that minute

Viewing behaviour of Mr. M between 10:45-10:4610:45:00-10:45:12 12 Seconds ETC10:45:13-10:45:25 13 Seconds Channel V10:45:26-10:45:45 20 Seconds NDTV Imagine10:45:46-10:46:00 15 Seconds Colors

• Mr. M’s viewership attributed to NDTV Imagine in that minute

Ad. Viewership (Cont’d)

• Ad. Viewership too gets reported at the minute level

• In the case of Mr. M he could have watched a 15 sec. commercial on Colors however his viewership on that will not be counted

• This is an anomaly which we need to be aware of. – Assumption is that such anomalies balance out over the larger base

BENCHMARKING METRICS

Share• Competitive benchmarking to understand relative strengths• Can be looked at in multiple ways

– Publications Vs. Competitors in a market– Channel’s wkly GRPs Vs. Competition– Share of Total viewership in a TB (Channel Share)

10:00-10:30 PM Mon-Fri Zee Star Plus Colors Sony Imagine TotalTVR 4.5 6.7 7.2 1.7 2.1 22.2% Channel Share 20 30 32 8 9 100

Base

• There might be situations where the share is extremely high on a smaller base. Easy to get mis-guided

Profile

• Spread of audiences across different demographic classes (Age, SEC, Gender, CS/NCS/Analog/Digital, Markets)

• Helps understand the nature and quality of audiences

ZeeTV Discovery T&LViewer Base 35Mn 10Mn% SEC A 7 36% SEC B 12 40S SEC CDE 81 24

Base

PLAN METRICS

GRPs (Gross Rating Points)

• Duplicated Reach• Reach * Frequency• ∑Plan TVRs

– Which means GRPs can be garnered by 1) Reaching more people2) More exposures to the same base

Reach = indicator of % of TG exposed to our communicationGRPs = Sense of the total level of exposure or Weight of the communication

500 GRPs = 50% Reach X 10AOTS = 25% Reach X 20AOTS= 10% Reach X 50AOTS

SOVs (Share of Voice)

• Gives a sense of media weights in a competitive context• Share of GRPs for a brand within a particular product category• Base is the category GRPs

Brand GRPs % SOV

Colgate 9000 32

Pepsodent 7000 25

Close-Up 5000 18

Anchor 5000 18

Dabur 2000 7

Category 28000 100

PRINT METRICS

Circulation

• Average number of copies of a publication that are sold– Distinct from Print Order

• Reported by ABC in India• 65000 Publications in the country

– Less than 400 reported by ABC

• ABC: Unbiased 3rd Party– Reported every 6 months– Broken up by towns, districts & states– Editionwise– Weekdays & Weekends

Pitfall:•Reports number of copies NOT readers•No readership profile

AIR (Average Issue Readership)

• People who have read/looked at the publication in the time-span equal to the periodicity of the publication

• Question asked is:– Did you read the Times Of India yesterday?– Did you read India Today in the last week?

• Masthead method is used (IRS)

Total or Claimed Readers

• Not loyal readers of the publication but have consumed it in the past– Have you read Times Of India in the past 6 months?

• Lower the gap between TR & AIR; more loyal the readership base of the publication– TOI Vs. Mid-Day

Sole Or Solus Readers

• They read only 1 particular publication in that frequency

• Most dedicated and loyal readers of a publication

Claimed AIR Solus

Quantity Quality

To Summarize• Reach

– People (Unduplicated) exposed to the vehicle/Ad. atleast once• Cum. Reach

– Buildup of reach across publications/time-periods etc• Frequency Distribution

– Spread of ads. viewed• AOTS

– Average number of exposures of a plan/campaign– Weighted Average of the frequency distribution

• Effective Frequency– Minimum number of times the TG needs to see our communication

• Peoplemeter is recorded viewing vis-à-vis diary which is reported viewing• TVR takes Reach and TS into account

To Summarize (Cont’d)• Viewership data is captured at seconds level & reported at a minute level• Profile is the spread of audiences across different demographic classes• Share is a measure of competitive strength• GRP is duplicated reach, which gives a sense of weight of exposures• GRP is sum of TVRs or Reach X AOTS• Circulation is the No. of copies sold not printed• AIR is people who have read or looked at the publication in the periodicity

of the publication• Sole Readers are those who read only that publication in that frequency• TR / Claimed readers are those who are not AIR but have read the

publication in the past



• Media Basics

• Media Strategy

• TG Definition




• Scheduling


MEDIA STRATEGYChange is not a destination, just as hope is not a strategy – Rudy Giuliani

Need for a strategy

• It’s a roadmap that helps establish parameters & ground rules– Our plans & buys are judged basis these

• We always have finite resources– With unlimited resources we would reach all people, across all

markets, via presence across media, through the year with the heaviest media weights !!

• A media strategy is therefore defined as:– A series of compromises we are willing to make in order to achieve the

desired objectives within the given (finite) budget

Start at the end !!

• Critical to set the context

• Does not exist in isolation– Always in the context of a larger advertising or communication

objective

• Communication task is governed by the marketing task/objective for the brand– Based on defining the business problem and the attendant market

analysis

Business Problem

Market Analysis

Marketing Plan

Communication Plan

Media Strategy

Basis for Strategy & Plan1. Composition of the market – Segments2. Past performance- Volume, Value, Profits3. Distribution Network, strenghts4. Role of advertising5. Competitive mapping6. Consumer mapping

Addressing Marketing Issues1. Marketing Objectives2. Target Consumer, Markets3. Pricing & Distribution Strategy4. Role of A&P

Creative Strategy1. Brand USP2. Brand Positioning3. Copy Theme4. Specific objective of each Ad.5. Creative Units

•This is the starting point.Problems of a diverse nature:•How to gain share•How to arrest share loss•Deliver higher profits etc.

Impact of the Marketing task and Communication Goals

Introduction Growth Maturity Decline

Prod

uct S

ales

Product Life Cycle (PLC)

At Launch:• Key tasks for the brand:

1) Establish & increase presence 2) Facilitate trials

• Advertising has the following tasks:1) Make consumers familiar with the brand (Reach *

Frequency)2) Make the brand visible to trade (Frequency)3) Activities which allow consumers to touch-feel the brand

(Activation)4) In cases where the product concept is new an educative

approach is use (Frequency)• For Test Markets Media isolataibility can be a major factor in

deciding test and control markets



Prod

uct S

ales


Growth Stage:• Key tasks for the brand:

1) Increase penetration (by inducting new users into category) 2) Grow Volumes (by increasing brand usage)3) Increase distribution coverage

• Advertising has the following tasks:1) To increase penetration – Focus media activity on non-

users and make plans reach intensive2) To grow volumes – Media activity should focus on

frequency



Prod

uct S

ales


Mature Market: • Key tasks for the brand:

1) Retain share

• Advertising has the following tasks:1) Reinforce the brand choice that consumers make2) Focus on current users and maintain SOV Levels

Case Study• Brand: Clinic Plus• Marketing Objective: Maintain Share at X% (Current levels)• Problem: Share in the South has been affected due to launch of sachets by

Chick Shampoo• Communication Task: Run Theme communication across the country. In

the South supplement theme communication with Sachet communication

Media Input• Analysis shows – Sachet used more by lower SECs and smaller towns - no month end/beginning purchase cycle skew• In these areas householder (person in the HH who makes decisions about FMCG purchases is Male)• Direct Impact on media mix: Afternoon TB (used normally for F SEC AB) will need to be replaced by programs in night time slots targeting males• Scheduling moves from 1st & last Wk. to across the month in the South

Thus a slight change in Mkt Objective leads to the following changes in media strategy:

• A Different TG (Males, Lower SEC)• Heightened focus on small towns• Changed Media Mix (Now targeting males)• New scheduling pattern (Through the month)

Situation Analysis

Consumer Product

Media

Usage Study

TG Media Habits

Competitive Review

Product Consumption Info.

Characteristics of media usage by the TGUsage of media by brand in the past/ Usage of media by competitors in the category

Product Usage

• Retail Off-take Data– Database of retail purchases (Obtained by auditing

a large number and type of retail stores)– Brand and Category Sales data – Data Splits available at the following levels:• India• Urban• Rural • Town-Class• Type of outlet etc.

Consumer ProductUsage Study

Can be used for:1) Market share analysis2) Market contribution3) Growth &4) Prioritization

Cannot:1) Provide insights into consumer motivation

Product Usage

• Household Panel Data– Weekly basis– Category & Brand Consumption is tracked– Continuous study– Which also makes it very expensive


Can be used for:

1) Tracking product trials

2) Conversions

3) Retension

4) Awareness

5) Preference

6) Gain-Loss analysis etc

Product Usage

• Brand Tracks– Similar to HH Panels– Rolling data – Focus on:• Brand & Ad. awareness• Preference• Attitudinal statements• Tracking brand attributes in the consumers mind• Brand equity etc.


Product Usage

• Product Linkage Data– Part of the Indian Readership Survey (IRS)– Captures

• Penetration• Frequency/intensity of usage/consumption

• Since IRS already has demographic & lifestyle data possible to cross tab data to create detailed user profiles

• Useful to define brand TGs


Product Usage

• Syndicated databases like IRS, RAM & TAM – Help in understanding the consumers interaction with media

• Kind of analysis possible:– Media exposure levels– Usage intensity (HML)– TS– Share of viewing– Top publications / channels– Day part analysis etc

Consumer

MediaTG Media

Habits

Product UsageProduct

MediaCompetitive

Review

• Analysis of how the brand & the category have used media in the past– Possible since TAM (Adex) monitors activity across TV, Print & 9 Cities for Radio

• Looks at the following data points & more:– Share of spends, time, space etc.– SOV– Growth in spends & GRPs– Ad. duration– Size, Color– Media Vehicle selection strategy– Market skews– Reach – AOTS– Plan deliveries– Scheduling strategies– Trend analysis etc.

BUILDING BLOCKS OF A MEDIA STRATEGY

5 Pillars

Media Strategy

TG Group Definition (WHO?)

Market Priritization (WHERE?)

Media Weights (HOW

MUCH?)

Media Mix (WHAT?)

Scheduling (WHEN?)

QUIZ TIME

Calculate the Show Rating(30 Min. Show)

Viewer Universe TSX1 10X6 15X8 25

X10 20X2,X3,X4,X5,X7,X9 -

TRP=?TVR=?

4023.3

GRPsGRPs TVR Spots GRPs

Show1 1.2 3Show2 0.5 2Show3 2.1 3Show4 5.2 3

3.61

6.315.6

Plan Output =? GRPs

26.5

GRPs = Reach X Frequency350 GRPs & 7.0 Avg. Frequency = ? Reach

50%

80% Reach & 5 Avg. Frequency= ? GRPs

400

1 media planning

Business

media agencyif

appropriate media options

midday mumbai

times of india reach

separate agency

right set of audiencesusing

internet etcout of home

itselfactivation events