media planning

Understanding Media Planning

Session 1

The Agency Process

Marketing Objective

Marketing Strategy

Role ofAdvertising/Obj

Advertising Strategy

Creative Strategy

MediaStrategy

Sales/ Trial/ Awareness

Positioning

Target Consumer

What/ How

When/ Where/To How Many/How often

Get consumers to react

Media’s Primary Role

To ensure that the communication reaches a predetermined number of people, with certain common characteristics, with

an adequate degree of impact, at theright time and at the lowest cost

The function of media planning assumes greater

importance when

Budget is LimitedBudget is LimitedMultiple Options AvailableMultiple Options Available

How does the media agency work ?

CLIENT BRIEF MEDIA STRATEGY PRE EVALUATION BUYINGBRIEF

FINAL PLANPRESENTATION

PLAN SCHEDULE

CHANNELBUYING BRIEF

FINAL SCHEDULEPRESENTATION

CHANNELIMPLEMENTATION BRIEF

START OF CAMPAIGN& TRACKING

MID-EVALSPOST-EVALS

Media Planning Media Planning ProcessProcess

Planning to striking the Planning to striking the dealdeal

Client Brief

1. Marketing Objectives2. Advertising Objective3. The role of Media4. Target Audience5. Market Priorities6. Competition7. Seasonality8. Other considerations – Do’s & Dont’s9. Budget

Media Strategy

Simply Put Media Strategy Is

1. Target Audience2. Target Markets3. Media Weights4. Media Mix5. Scheduling

Media Plan Development

Simply Put Media Strategy Is

1. Target Audience- Who to target?2. Target Markets- Which markets to go to?3. Media Weights- How many audience to

reach – how many times?4. Media Mix- Which media to use?5. Scheduling- When to advertise?

Media strategy is required to take decisions on the client investment

…And every investment has some Risk involved !

Hence, the need for

currencies

to assess RISK

Terminologies used in Media

The percentage of the target audience (TG)

who saw the commercial at least once during a

given campaign period

Reach (Coverage)

Basic understanding of conceptsBasic understanding of concepts

All Adults, 25+, SEC A

TG is the set of viewer who have similar profile and media

habits

Male , 25+, SEC AB

Female, 25+, SEC AB

Socio-Economic Classification GridEducation of Chief Wage Earner

1 Unskilled workers E2 E2 E1 D D D D2 Skilled Workers E2 E1 D C C B2 B23 Petty Traders E2 D D C C B2 B24 Shop Owners D D C B2 B1 A2 A25 Businessmen/ Industrialists

{ With No. Employees : }

None D C B2 B1 A2 A2 A11 - 9 C B2 B2 B1 A2 A1 A110+ B1 B1 A2 A2 A1 A1 A1

6 Self employed Professional D D D B2 B1 A2 A17 Clerical/Salesman D D D C B2 B1 B1

8 Superisory Level D D C C B2 B1 A29 Officers/Executives Junior C C C B2 B1 A2 A210 Officers/Executives B1 B1 B1 B1 A2 A1 A1

Middle/Senior

School Upto 4 yrs/

Literate but no formal schooling

IlliterateGrad./Post -

Grad.Prof.

Grad./Post-

Grad.Gen.

Some College but not Grad.

SSC/HSC

School 5-9 yrs

Occupation of Chief Wage Earner

Reach (Coverage)

Total TG= 6

TG which saw the

commercial= 4

Reach % = 4/6 *100

1 rating point = 1% of the Viewing.

TV Rating

Similar to REACHOnly differentiator is that TVRs are time

weighted

Total time viewed : 10 min 0 min 4min 0 min 25min

Time spent 10/30 0 4/30 0 25/30

Program TVR = (10/30) + ( 4/30) + (25/30)

5= 26%

Hence, viewership is a combination of REACH & TIME SPENT

Gross Rating Points (GRPs)

Programme

Rating

The sum of all ratings achieved in a campaign.

Example : GRPs achieved for a particular Campaign

4.5 TVR

5 TVR6 TVRLaadli

BidaaiYeh

Rishta

Gross Rating Points (GRPs)

Programme Rating

Laadli 4.5

Bidaai 6.0

Yeh Rishta 5.0

AKK 3.0

Total 18.5 GRP’s

The number of times, on an average,

the audience reached sees the

commercial during a given period.

Average Frequency

Formula : Average Frequency =Total GRPs ÷ Reach

In Practice : 120 GRP’s ÷ 50% reach = 2.4

50% of target audience will see the commercial for 2.4 times on an average

Question

350 GRPs and 7.0 Av Freq. = ? % Reach 80% Reach and 5.0 Av Freq.= ? GRPs

400 GRPs and 80% Reach = ? Av Freq.

504005.0

400400

5.05.0

What does it all mean ???

75 % @ 1+

60 % @ 3+

50 % @ 5+

38 % @ 6+

60% of target audience will be able to see the commercial at

least 3 times

‘3’ is the Effective Frequency- Frequency at which the

advertising will be effective

60 % @ 3+

Channel Share

Channel Share =

TVR of Channel/Daypart/ ProgrammeAny Channel TVR within the same Daypart

Channel / Programme share

Channel Share : channel viewing as a percentage of total TV viewing at the specified time

Program Share : program viewing as a percentage of total TV viewing at the specified program time

40%60%

TV viewing

Channel viewing

Program viewing

Share amongst competing channels (Genre Share)

• Share of viewing can also be compared within genre or competitive set– same data but comparison within a new base

• For e.g:– Last week STAR Plus took 12% share of total

viewing in cable homes in HSMOR

– Last week STAR Plus took 30% share of GEC entertainment channel share in cable homes...

Exploring the Ratings

Programme Rating

The TVR is averaged from the start minute to the end minute of the Programme

3.823.744.03

4.424.354.39

4.134.34.394.394.36 4.434.51

2.792.732.793.01

4.064.36

5.385.67

3.093.033.073.15

20:30 20:33 20:36 20:39 20:42 20:45 20:48 20:51 20:54 20:57 21:00

TVR : 4.0Kis Desh Mein Hai Mera Dil :

Slot/Break Rating

The TVR is averaged from the first minute to the last minute of the commercial break

TVR : 3.15Kis Desh Mein Hai :

Source: TAM; Period : Wk 38’07 ( Mon 2200-2230); TG: CS 4+ yrs; Market : HSM

3.01 3.09

3.073.15

20:30 20:33 20:36 20:39 20:42 20:45 20:48 20:51 20:54 20:57 21:00

Spot Rating

The TVR for the actual commercial spot

BreakTVR : 2.73Kis Desh Mein Hai :

Source: TAM; Period : Wk 38’07 ( Mon 2200-2230); TG: CS 4+ yrs; Market : HSM

3.01 3.09

3.073.15

20:30 20:33 20:36 20:39 20:42 20:45 20:48 20:51 20:54 20:57 21:00

Time band Rating

0.82 0.89

2.883.05

2.372.27

2.68 2.62

2.24 2.28

12:00 12:15 12:30 12:45 13:00 13:15 13:30 13:45 14:00 14:15 14:30 14:45

12:00-15:00

The TVR is averaged from the start minute of the given time band to the end minute (Mainly used for

RODPs)TVR : 2.2

The usage of the currency

The CPRP / CPT game

CPRP: Cost per rating

CPT: Cost per thousand

The cost of buying one rating point.

Usually measured per 10 sec

Used as a planning / buying benchmark

Formula : Cost ÷ TVR = Cost per TVR

In Practice : Rs. 220,000 ÷ 20 TVR = Rs. 11,000 cost / TVR

Formula : Cost ÷ TVR in’000 = Cost/thousand

In Practice: Rs 220,000 ÷ 40,000 = Rs 50 CPT

The cost of reaching a thousand viewers.

Channel CPT

• Total GRPs – 1500• Universe Size – 3mn• Cost – 2 crores• CPT = Cost

GRP x Universe

• CPT = 444

X 1000

Example – Channel CPT

Period- Annual 2008 2009Cost (Rs) 250000000 250000000GRPS 20000 18000CPRP 12500 13889Universe 22314 26413Gross Impressions 4462800 4754340Average CPT 56 53

What are the Data bases available to

measure audiences & Benchmarking

SESSION 2

Basic Tools used in Media Planning & Buying

Media Express (TAM)- Only TV

NRS / IRS

TAM ADEX – TV, Press, Radio

Tools used for media planning & buyingTools used for media planning & buying

ABC - Press

Media ExpressTV audience measurement (TAM)

Ratings, Shares, Frequency, Time

spent, GRPs

Available at the category, brand, markets,viewer

To evaluate the deal/plans/Environmen

What it gives ?

To what detail ?

What is the Use?

Understanding TAM

Start of TAM

• Started in 1998 when the TV industry pie was only Rs. 1500 crores

• Started with 1800 meters in 9 cities

TAM operations : A snapshot

• Across 148 towns in India

• Panel comprising 7000 homes

Imagine asking 35,000+ individuals every

minute, 365 days of the year what they watch!

• Viewing monitored for ~ 250 active channels

Peoplemeters

SetSetMonitoringMonitoringUnitUnit

HomeHomeManagementManagementInterfaceInterface

RemoteRemoteControlControlHandsetHandset

Measuring the TV rating

Using Peoplemeters

Research Company

Research company determines representative sample

“Meters” installed

Individual householder details recorded

Householder “pushes button” when watching.

Recorded as a viewer

Data on-line to research company Handset

What can we find out from the peoplemeter data ?

• Peoplemeters report viewing on a continuous basis

• Peoplemeter reports viewing every minute of the day.

• This means viewing data can be analysed in great detail and over time (trends).

Uses of XPRESS ?

Gauges viewership of TGGauges viewership of TG

• Reach & Frequency• Program and Break performance• Reach – Cumulative and by weeks• Profile of Viewers – By Channel & Programs/by

Demographics & Markets• Channel Shares by TG/Dayparts and across weeks• Channel/Programme Loyalty• Brand Spot Listing• Minute by minute viewership trends• Trends – by weeks, days and cities

Program Reach & Frequency

Raja Ki Kis Desh Bidayi Yeh Rishta AKK

Avg. Freq. 1.8 2.2 3.0 2.8 1.8

Reach @1+ 15 25 31 30 19

For ex: 15% of the audience has seen 1.8 episodes of Raja Ki..

Program v/s Break PerformanceMeasure for Stickiness

14%15%

Sangam Santan RKAB KDHMD Bidayi

PTVR B TVR Drop %

Reach & Cumulative Reach

67 70 71 7067

Wk7 Wk8 Wk9 Wk10

Weekly Cumulative

STAR Plus reaches out to 90mn over a month

TG Profile: Star One audience profile skewed to youth in

higher SEC

[4-14]

[15-24]

[25-34]

[35-44]

[45-54]

[55& ABOVE]

FEMALE

SEC D/ E

Channel Share

% Share CS 4+ YRS CS FEMALE ABC 15+ YRSStar Plus 9 10Colors 8 10Zee TV 6 7MAX 5 4Zee Cinema 5 4Star Gold 3 2Sony 3 3Zee Marathi 3 4NDTV Imagine 2 3Star One 2 2

Channel Share by TG% Share Prime Time AfternoonStar Plus 12 11Colors 12 6Zee TV 10 5Cable Regional 6 9Zee Cinema 4 5MAX 4 7Star Gold 3 3Zee Marathi 3 2NDTV Imagine 3 2ETV Marathi 2 1Sony 2 2Zee Bangla 2 1Star One 2 2Sahara One 2 2SAB 2 1Star Jalsha 1 1

Channel Share by TG

Program LoyaltyWhile AKK reach remains unchanged over 4 weeks of launch

Total repeaters increase to 86%

81 8084 86 86

Reach % Cume Rpt

Brand Spot Listing (Post Eval)Spot by spot delivery details

Edible Oil Advertiser Brand Variant FCT (secs) GRPs NGRPs/10sAGRO TECH FOODS LTD SUNDROP NUTRILITE VP-BOY PULLS BLOCKS 855 64 96

SUNDROP SUPERLITE VP-10 %/SON/VITAMIN A D E 1125 64 96CARGILL INDIA PVT LTD GEMINI REFINED EDIBLE OILBOY 140 28 55

PRODUCT WINDOW 240 105 105MARICO INDUSTRIES LTD SAFFOLA GOLD OIL PARENTS RACE 700 27 70Grand Total 3060 288 422

1. Post evaluation can be done for specific markets & TG

2. Data available by category, advertiser, brand , caption

3. Data available by date, day, time, & program

4. Details on multiple edits – hence, total FCT consumed on the channel/program

5. Client activity on the competition channel can be tracked

6. Deliveries can be divided separately for commercial FCT vs. promo FCT

Minute by Minute Viewership Trend - Bidayi

8.18.6

8.8 8.8

5.85.5

7.8 8.08.5

7.06.5

8.38.2

6.36.3

Breaks

Viewership TrendsMinute by Minute viewership data available by TVR, Reach, Share &

Time Spent

0.9 0.9 0.9 0.90.80.90.90.9

STAR Plus Avg TVR

Trends by Weeks

Trends by Days

1.01.2

Trends byCities

To Measure Advertising spends

TAM Adex

2. To understand the activity of different category/Clients across

1. Advertising spends are measured to arrive at the competitors

strategy

…and how is the data useful?

• Share of Expenses (SOE)• Clients/Categories active on air• Clutter levels• Fill levels• Time-band focus• Seasonality• Promo Support (Tagons)• Detailed category/competitive analysis

Category Report• Data Available

– Channel/Genre-wise FCT consumption – By Category/Client

• How to read the data?– What categories/advertisers are present on competition and not on

our channels?– Are they consuming higher sec on competitive channels/networks?– Understanding profile of advertisers

• Niche Vs Mass ( Frequency vs Reach)• Will give insights into their TG profile• Use for pushing ‘similar TG profile’ properties to clients

• Defining Competition– Need not just be direct (GEC vs GEC, Hindi Movies vs Hindi

Movies)– Why is an advertiser/category present on english ent but not eng

Connectivity?

Its all about being connected

What is connectivity?

Cable Operator

Type of TV Set

Cable Home

Connectivity depends on

1. Type of TV set

2. Cable operator

What are the different bands?

1. Prime Band2. Colour Band3. S-Band4. Hyper Band5. UHF Band

How does Connectivity effect our lives?

• Availability of a channel in a certain band decides the extent of its coverage

– E.g – If a channel is available in the PRIME band it reaches all TV owning households

• Higher the connectivity, more the eyeballs for the channel

Media Plan Making

Plan Making

• Plan is constructed on historical data i.e basis the data for last few weeks

• Plan objective is set in terms of GRP, Reach @ Frequency, Plan CPRP

• Evaluation parameters – Channel Shares– Programme/Break TVR – Programme CPRP (basis break ratings)– Plan GRP– Plan Reach (At effective frequency – 3+/4+/6+)– Plan AOTS

Plan MakingChannel selection basis Channel Share analysis

Top programs basis break TVRs

Evaluate Prog CPRP basis planning rates

Program selection basis CPRP (ascending order)

Plan construction- No. of spots, Costing

Pre-Eval: Evaluate GRP, Reach, Frequency

Final Plan- To client

Plan objectives not met

Plan LayoutChannel Program Day Time Rate/10sec Brk TVR Prog CPRP Spots Dur Cost GRP CPRP

Star Plus KSBKBT M-T 22:30 150000 5.5 27273 0 30 0 0KGGK M-T 22:00 120000 5.1 23529 4 30 1440000 20Kasauti M-F 20:30 100000 4.2 23810 3 30 900000 13Baa bahu baby S-S 21:30 75000 3.8 19737 8 30 1800000 30Bidaai M-T 21:00 45000 4.0 11250 8 30 1080000 32

Star Plus 23 5220000 95 18239

Zee TV Dulhan M-F 20:00 65000 5.6 11607 8 30 1560000 45Betiyan M-T 22:00 60000 4.5 13333 8 30 1440000 36Saath Phere M-F 21:30 60000 4.1 14634 2 30 360000 8Kasam Se M-F 21:00 70000 3.1 22581 0 30 0 0Mayka M-T 20:30 55000 3.8 14474 6 30 990000 23

Zee TV 24 4350000 112 12970

Total Plan 47 9570000 207 15396

Plan Evaluation- Pre Evaluation

Channel-wise programs are selected

Historical period

Commercial spots generated by each

program

Commercial spots selected for each program/channel as per plan

Ex: 4 spots on KGGK, 3 spots on Kasauti etc

• After selecting all spots as per plan, the LOG FILE is created

• This is then processed to deliver the reach, AOTS, GRP on the brand TG and market

• Various iterations in the log file finally deliver the plan objectives

MarketsMarkets

ObjectivesObjectives

Best Channel MixBest Channel Mix

To achieve R/F To achieve R/F

ObjectiveObjective

Identifying theIdentifying the

optimum leveloptimum level** up to up to

which the base channelwhich the base channel

deliversdelivers

Evaluating otherEvaluating other

channels forchannels for

incremental reachincremental reach

* Optimum levels in terms of reach and monies* Optimum levels in terms of reach and monies

Channel MixChannel Mix

Program MixProgram Mix

Cost/ChannelCost/Channel

Campaign CostCampaign Cost

R/F deliveries by R/F deliveries by MarketsMarkets

PRE EVAL OUTPUT

Ready to be approvedby client

After ‘n’iterations

The layout is critical

once the plan is ready…

Conventional methods of plan layouts

ContinuitContinuityy

PulsinPulsingg

FlightinFlightingg

Media weight scheduled for many weeks throughout

Continuous advertising with

intermittent bursts

Periodic waves of advertising with

periods of inactivity

How does a MEDIA PLAN*

go on to become a DEAL?

INITIAL PLAN(Channel mix Vehicle mix)

BUYING BRIEF(Comm. dur., FCT

# spots, programs etc)

INITIAL DEAL(FCT by Programs, ERCPRP, Sponsorships)

FINAL DEAL(FCT by Programs, ERCPRP, Sponsorships)

Agency checks thedeal against Media

Objectives

(‘n’ iterations)(If YES)

(If NO)

Buying Brief contains details on . . .

• Markets• Target Audience Definition

– Demographics– Psychographics

• Period of Activity• Creatives to be used

– captions/sizes/languages etc• Media Weights

– GRP, Reach & Frequency Objectives• Working Media Budgets (by medium)• Back-end Analysis

– Day-parts/Channel/Publication Mix Selection

Quantitative Detailing

And Covers

• Background of the media activity– Promotion/Tactical/Launch etc– Rationale for Media Selection– Role of each medium/vehicle– Scheduling strategy recommended– Campaign Objectives by markets/medium

Qualitative Detailing

The Buying Process

• Evaluation• Selection• Negotiation/Deals• Implementation• Post Buy Evaluations

Evaluation

• Television– Channel Shares– Daypart Analysis– Top Programme by markets– CPRPs

Selection - Television

• Quantitative Inputs

- Programme profile/Clutter levels

- Past trends/stability

• Qualitative Inputs

- Channel/Programme perception

- Packaging qualities of channel

- Receptivity to new ideas/innovations

- Synergy with brand profile

Implementation

• Work out detailed deals with media owners– Campaign Specific deals OR– Year long deals

• Work out Optimised Plans with negotiated rates

• Approvals by client• Execution

Brief to the buyerChannel Program Day Time Rate/10sec Brk TVR Prog CPRP Spots Dur Cost GRP CPRP

Star Plus KSBKBT M-T 22:30 150000 5.5 27273 0 30 0 0KGGK M-T 22:00 120000 5.1 23529 4 30 1440000 20Kasauti M-F 20:30 100000 4.2 23810 3 30 900000 13Baa bahu baby S-S 21:30 75000 3.8 19737 8 30 1800000 30Bidaai M-T 21:00 45000 4.0 11250 8 30 1080000 32

Star Plus 23 5220000 95 18239

Zee TV Dulhan M-F 20:00 65000 5.6 11607 8 30 1560000 45Betiyan M-T 22:00 60000 4.5 13333 8 30 1440000 36Saath Phere M-F 21:30 60000 4.1 14634 2 30 360000 8Kasam Se M-F 21:00 70000 3.1 22581 0 30 0 0Mayka M-T 20:30 55000 3.8 14474 6 30 990000 23

Zee TV 24 4350000 112 12970

Total Plan 47 9570000 207 15396

Plan objective: 30% reach @ 3+

The plan is made on planning rates. The budget is more than actual budget allowing for negotiations

Options for the Buyer

• Objective: Bring more value to the plan by reducing rate/CPRP and by bringing in value adds

• Constraints/Deliverables– GRPs and CPRP– Plan objective– Channel Genre

• Flexibility– Channel choice– Programme choice

• Other Factors– Planners may have a demand for a fixed channel set– Clients may have their own considerations– Differs from client to client

First Cut Deal Option

Channel Program Day Time Rate/10sec Brk TVR Prog CPRP Spots Dur Cost GRP CPRP

Star Plus KSBKBT M-T 22:30 100000 5.5 18182 0 30 0 0KGGK M-T 22:00 85000 5.1 16667 2 30 510000 10Kasauti M-F 20:30 80000 4.2 19048 4 30 960000 17Baa bahu baby S-S 21:30 60000 3.8 15789 5 30 900000 19Bidaai M-T 21:00 60000 4.0 15000 5 30 900000 20Prithviraj Chauhan Sat-Sun 21:00 60000 4.9 12245 8 30 1440000 39

Star Plus 24 4710000 105 14924

Sony TV Amber Dhara M-F 21:00 20000 1.3 15385 12 30 720000 16Virudh M-T 21:30 25000 1.02 24510 8 30 600000 8Durgesh Nandini M-F 22:00 25000 0.9 27778 0 30 0 0HFF S-S 14:00 8000 2 4000 15 30 360000 30Kajjal M-T 20:00 20000 0.8 25000 0 30 0 0RODP M-F 13:00-16:00 1500 0.8 1875 30 30 135000 24

Sony TV 65 1815000 78 7780

Star One Dill Mill gaye M-F 20:00 15000 1.1 13636 12 30 540000 13Choona Hai Aasman M-T 22:00 12000 0.7 17143 8 30 288000 6Sarabhai vs Sarabhai M-F 21:30 15000 0.6 25000 4 30 180000 2Kya Hoga Nimmo Ka M-F 22:00 12000 0.2 60000 0 30 0 0RODP S-S 10:00-23:00 4000 0.3 13333 24 30 288000 7

Star One 48 1296000 28 15211

Total Plan 137 7821000 211 12334

Replaced Zee with Sony and StarOne, Included new program,

reduced cost

Monitoring report of the Campaign(channels, programs, # spots, GRPs, R/F)

Map the above output with the Pre-eval output

Check for discrepancies(spot droppage, TVR fluctuations, CPRPs)

Post Evaluation of a Campaign/Deal

But a Post eval need not

always match the Pre

Pre & Post• Post Eval

– Usually calculated based on delivery of actual spots

– Alternatively, based on Programme / Break performance etc.

• Pre Eval

– Multiple approaches to calculating performance

– Programme Rating with Filters, Break Rating, Minute Rating, Commercial Rating etc

Issues

• Audience Fragmentation – Natural drop in viewer interest

• Forecasting• R/F focus of plans

– therefore all GRPs not same

• Selectivity• Distribution / Connectivity control

Thank You!!

media planning

channel tvr

channel share channel

media weights4

media mix5

media strategy is1

tvr akk6 tvr

share of total viewing

program tvr

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