Creative Media Analysis

Chapter 4

Creative Media Analysis Media Measurements Audience Measurements Efficiency Measurements Strategic Analyses

Media Measurements Broadcast Media

Measurement services are Nielsen and Arbitron

Television• People Meters, 5,000 TV Homes• Personal diaries, 210 market areas (DMA)

Radio• Personal diaries, 270 radio markets

Passive Measurements Research companies working together

Technology designed to read an electronic signal imbedded in the media

Originally for broadcast media, eventually for all media

Broadcast Ratings Example Super Bowl XLI, February 2007 2,100 households tuned in, out of the panel of

5,000 households Step-by-Step Math

Rating: 2100 / 5000 = 42%

Audience projection:105,500,000 US HHsX 0.42 HH Rating= 44,310,000 Audience

Media Measurements Print Media

Measurement services are MRI and ABC

Magazines• Circulation, count of actual distribution• Readership, recent-reading measure

Newspapers• Circulation measures• Yesterday-reading measure

Media Measurements Other Media

Out-of-home, Traffic Audit Bureau• “daily circulation”

Internet, Nielsen/Net Ratings• Site visits measured by software• Like a “cookie”• 60,000 panel members

Audience Measurements Audience Coverage

Percentage of population that MIGHT be exposed to a particular medium

Audience Composition Percentage of a media audience that is

comprised of the target population

AdultPopulation

W18-24Population

%Cov.

%Comp.

Totals 194,341 12,404

Glamour 6,588 1,943 15.66 29.49

Cosmopolitan 8,982 2,390

Audience Coverage and Composition

Audience Measurements Households Using Television (HUT)

Percentage of homes using television Broadcast Ratings

Percentage of an audience actually tuned in to a vehicle at the time measured

Audience Share Percentage of HUTs tuned in to a particular

vehicle at the time measured

HH Rating Share

Dancing w/Stars 10.6 16

The Unit 6.7 10

Law & Order: CI 4.8 7

House 12.6 19

Veronica Mars 1.2 2

Other Shows 30.4 46

Total HUT 66.3% 100

Television Ratings and Share

Audience Measurements Gross Rating Points (GRPs)

The sum of all household rating points delivered by a media schedule

Target Rating Points (TRPs) The sum of all target audience rating points

delivered by a media schedule Gross Impressions

The raw number sum of all message impressions delivered by a media schedule

Audience Measurements Audience Duplication

Each person counted for each time exposed Reach

Unduplicated percentage of a population exposed one or more times to a message

Frequency The number of times each audience member

is exposed to a message

Reach/Frequency Exercise

Efficiency Measurements Cost-per-point, broadcast media

Total cost of a media schedule Divided by total rating points delivered

Cost-per-thousand, all media Total cost of a media schedule Divided by total (raw number) audience

delivered

Strategic Analyses Who to advertise to

Target audience analyses

Where to advertise Geographic analyses

When to advertise Scheduling analyses

Strategic Analyses The Index

A magical mathematical tool Simple division

• Index AB = (Number A/Number B)*100 Standardizes numbers so we can more

easily compare data• Significance testing• Plus or minus 10%

Who to Advertise to Typically an analysis of demographic data Typical data source is MRI or SMRB Index Analysis

Index already calculated for standard measures

But, we can’t always rely on standard measures alone

Example: page 153

Total A B % C % DUS '000 000 Down Across Index

All Adults 195192 11578 100 5.9 100

18-24 24842 290524-34 40972 282335-44 43561 245345-54 32521 192655-64 21227 77265+ 32069 899

White 164831 8702Black 22686 2308Sp. Speaking 19624 1179

Cherry Coke

Where to Advertise Data-based analysis of

brand/category sales Many possible sources

Industry Associations or trade magazines

In-house sales tracking Nielsen or MRI product data

Example: pages 157 and 162

% US % Colombo Budget AllocatedPOP Colombo Index Factor Budget

New England 5.2% 20.1%Mid-Atlantic 17.2% 35.3%East Central 12.9% 7.5%West Central 15.2% 14.9%South East 20.3% 4.9%South West 11.4% 3.4%Pacific 17.8% 13.9%

Total US 100.0%

Defensive Geographic Budget Allocation Model

% US % Yoplait Budget Adjusted AllocatedPOP Colombo Index Factor Factor Budget

New England 5.2% 20.1% 109Mid-Atlantic 17.2% 35.3% 81East Central 12.9% 7.5% 79West Central 15.2% 14.9% 131South East 20.3% 4.9% 68South West 11.4% 3.4% 85Pacific 17.8% 13.9% 151

Total US 100

Offensive Geographic Budget Allocation Model

When to Advertise The Seasonal Development Index

Expected Percentages Many possible sources

Industry Associations or trade magazines

In-house sales data Example: page 164

Actual Expected% % Index

January 0.06February 0.06March 0.08April 0.07May 0.09June 0.1July 0.12August 0.1September 0.08October 0.07November 0.08December 0.09Total

US Domestic Travel by Month

Summary Media research and measurement

techniques Audience measurement concepts

and issues Efficiency measurements for inter-

media comparisons Strategic analysis techniques