emrooz marketing research co. (emrc) - media & ad research dept. profile
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Media and Advertising Research Department
About Us
Media
and
Department
Developed in 2002 Professional in Media related research Staff:
9 full-timeMore than 10 part-time
MissionDepartment
“Rationalizing the decisions in the fieldof communication, media and
advertising to increase the effectivenessof communicating activities.”
2010Ad*X accessible via web
based System
2002Ads. Monitoring
(TV, Newspaper, Magazines)
2008TV Rating in Tehran
(450 sample)
2010Ad*X accessible via web
based System
2011X*Trim
(TV Rating in Tehran)(1000 Households)
2013Advertising Media Planning
Consultancy
2012Advertising Tracking
Our Services
Syndicated Projects:Syndicated Projects:
Media Monitoring
TV Rating
Projects by Order:Projects by Order:
Advertising (Campaign) Tracking
Advertising Media Planning Consultancy
Content Analysis
EMRC Exclusive Projects:
Media Monitoring
what is the share of advertising budget in each industry incompare with the total advertising budget of industry(bymedia)?
what is the share of advertising budget of each product incompare with the total advertising budget of that industry(by media)?
what is the share of advertising budget of each brand incompare with the total advertising budget of that product(by media)?
What was the advertising campaign execution of eachbrand in the different period of time (by media)?
How was the comparison of budget trend of competitorstotal advertising in the different period of time
Questions:
what is the share of advertising budget in each industry incompare with the total advertising budget of industry(bymedia)?
what is the share of advertising budget of each product incompare with the total advertising budget of that industry(by media)?
what is the share of advertising budget of each brand incompare with the total advertising budget of that product(by media)?
What was the advertising campaign execution of eachbrand in the different period of time (by media)?
How was the comparison of budget trend of competitorstotal advertising in the different period of time
Ad*X Project Would be able to provide you the answer of all these types ofquestions.
Ad*X will help you in:
Estimating advertising budget by available information on industry advertisingexpenditures
Planning and preparing advertising campaign
Recognizing and assessing the company and its competitors advertising activities.
RadioRadio7 Channels (By Order)
Media Coverage
TVTV6 National TV channels30 Provincial channels
RadioRadio7 Channels (By Order)
TVTV6 National TV channels30 Provincial channels
Newspaper & MagazinesNewspaper & Magazines70 topics
Constructional& Industry Products
Household Cleaner
Clothing & Jewelers
Food & Beverage
Furniture
Household Appliances
Hygiene, Cosmetic & Personal Care
Administrative Office Supplies
Products
Public Relation
Services
Transportation
Aviation and Marine Equipment andServices
Product Categories Constructional& Industry Products
Household Cleaner
Clothing & Jewelers
Food & Beverage
Furniture
Household Appliances
Hygiene, Cosmetic & Personal Care
Administrative Office Supplies
Products
Public Relation
Services
Transportation
Aviation and Marine Equipment andServices
10000 Brands
8500 Companies
2400 Products
Ad*X database includes more than:
Data entryReview and edit ofrecorded programs andreviewing the extractedadvertisements
5544
Research Process
Comparing entereddata with originalversions as finalcontrolling
Review and edit ofrecorded programs andreviewing the extractedadvertisements
Extracting advertisingboxes
Recording all programs
1122
5544
33
66
Reporting
Outputs
Total cost of media advertisements
Total cost of advertisements in each media
Cost trends of media advertisements
Number of TV, NP and MZ advertisements
Total time duration of TV advertisements
Total size of NP and MZ advertisements
Average cost and size of each media
advertisement
Share of each media channel in total cost of
advertisements
Broadcasting conductorWeb-Based System by subscription
Excel and Power Point Presentation
Total cost of media advertisements
Total cost of advertisements in each media
Cost trends of media advertisements
Number of TV, NP and MZ advertisements
Total time duration of TV advertisements
Total size of NP and MZ advertisements
Average cost and size of each media
advertisement
Share of each media channel in total cost of
advertisements
Broadcasting conductor
Reporting
Advertising Tracking
Websites
Outdoor advertisings:
Buses
Subways
Airports
Train Stations
Billboards
Lamppost Banners
Bridges
Etc.
Coverage
Outdoor Advertising Tracking would beplanned and Executed by Customer order.
Websites
Outdoor advertisings:
Buses
Subways
Airports
Train Stations
Billboards
Lamppost Banners
Bridges
Etc.
Notice
Outdoor Advertising Tracking
Period of visiting the places Questions in Checklist/questionnaire Time of photography Viewing Angle of photos Type and time of reporting
All the below details could beplanned based on customer
needs:
Searching in requested places Finding advertisings Completing the checklist /questionnaire Taking photos Coding Data entry Reporting (Excel/Power point)
Web Tracking
Customer Order or Customer Plan
List of Top Iranian Websitesextracted from Alexa.com.
Searching the websites. Collecting the required data. Finding advertisings Saving flash files of Competitor
advertisements. Coding Data entry Reporting (Excel/Power Point)
Website Selection
TV Rating
TV Rating Project launched in 2008 with a
sample of 450 households.
In 2011, the sample increased to 1300
households and the project got the name
“X*Trim”.
X*Trim Data are useful for
media planners to develop and
optimize advertising media
plans.
Research Methodology: Longitudinal Descriptive Survey
Data Collection Method: Field Operation
Face to Face Interview PAPI (Paper and Pen Interview)
Desk Research Ad*X Database
Sampling Method: 2 phases random classified
Period: Seasonally
Data collection duration: One Week
Geographical Coverage: Tehran
Research Specifications
Research Methodology: Longitudinal Descriptive Survey
Data Collection Method: Field Operation
Face to Face Interview PAPI (Paper and Pen Interview)
Desk Research Ad*X Database
Sampling Method: 2 phases random classified
Period: Seasonally
Data collection duration: One Week
Geographical Coverage: Tehran
Population:
Viewers of IRIB TV channels
Sample:
3000 people (15+)
1300 Households
Data Collection Tools:
Self-Reported Questionnaire
Ad*X database
Population and Sample
collected data belongs to 3900 people
Population:
Viewers of IRIB TV channels
Sample:
3000 people (15+)
1300 Households
Data Collection Tools:
Self-Reported Questionnaire
Ad*X database
Average family size in Tehran = 4 people
Respondents: 15+
Average Family size (15+)= 3 people
Socio - Economic Characteristics: Home Location
Number of household members
Education
Employment
Home ownership and Type
Vehicle Ownership and Price
Household income
Role in the Family
TV Watching:
Information related to the TV Audiences(15+)
Check List:
7 days
5:45 AM - 12:45 PM
30-minute intervals People Watching TV
Questionnaire
Questionnaire contains 2 different sections: Socio - Economic Characteristics:
Home Location
Number of household members
Education
Employment
Home ownership and Type
Vehicle Ownership and Price
Household income
Role in the Family
TV Watching:
Information related to the TV Audiences(15+)
Check List:
7 days
5:45 AM - 12:45 PM
30-minute intervals People Watching TV
Reach:The Number of different or unduplicated
homes/people that are exposed to a TVProgram or commercial at least once across astated period of time.
Average Frequency:The average number of times a household or
person reached by a media schedule isexposed to the advertising during a specifictime period.
Gross Rating Points (GRPs):The sum of all ratings for all programs in a
schedule.
Cost per Thousand (CPT):The cost to deliver 1000 people or homes.
Outputs and Reporting
Reach:The Number of different or unduplicated
homes/people that are exposed to a TVProgram or commercial at least once across astated period of time.
Average Frequency:The average number of times a household or
person reached by a media schedule isexposed to the advertising during a specifictime period.
Gross Rating Points (GRPs):The sum of all ratings for all programs in a
schedule.
Cost per Thousand (CPT):The cost to deliver 1000 people or homes.
At the end of each wave, data willbe installed in the choices software ofthe client system
client will be able to make theirfavorite reports by means of MRVsoftware which is one of the Choicespackage.
Advertising Media Planning Consultancy
X*Trim and TGI Project provide data aboutdifferent press and TV channel Ratings.
All data will be entered in Choices Software.
MRV (Media Report Viewer) will help usevaluate client Advertising Media Planning andoptimizing the plan.
This operation could be used for the past andfuture Advertising Media planning of clients.
What we do
X*Trim and TGI Project provide data aboutdifferent press and TV channel Ratings.
All data will be entered in Choices Software.
MRV (Media Report Viewer) will help usevaluate client Advertising Media Planning andoptimizing the plan.
This operation could be used for the past andfuture Advertising Media planning of clients.
TV related dataPress related data Advertising Campaign
Process
Extraction of efficiency indexes related to the Advertising campaign
Presenting quantitative amounts of indexes
TV related dataPress related data Advertising Campaign
Choices / MRV Software
Outputs
Reach
Average Frequency
GRPs
CPT
SEC All the reports will be prepared inthe format of Power Point.
Reports
Contact information:
#7, Sheikh Bahayi sq. Tehran, Iran
Tel: +98 21 886 20 500
Fax: +98 21 880 54 753
E-mail: [email protected]
Website : www.emrc.info
Sample Reports
Total Advertising (Winter 1391)
18,364,788127,098,776
39,600320,670
59,2001,820,0006,918,4407,399,900
168,0001,521,575
1 100 10,000 1,000,000 100,000,000
JIHGFEDCBA
Cost (Thousand Rials)
118674
110
413
13083
221
JI
HGFEDCBA
Frequency
1 100 10,000 1,000,000 100,000,0001 10 100 1000
I J C D E A G B F H Total
Cost 78% 11% 5% 4% 1% 1% 0% 0% 0% 0% 100%Frequency 64% 11% 8% 12% 1% 2% 1% 0% 0% 0% 100%
0%10%20%30%40%50%60%70%80%90%100%
Share of Cost and Frequency
Main Page
Share of Media (Winter 1391)
TV, 90%
Newspaper, 9%
Magazine, 2%
Media Share in Mobile Industry
100% 100% 100%83%
100%
34%
100%88% 93%
17%
100%
66%
12% 7%
0%10%20%30%40%50%60%70%80%90%100%
G F H E B J I D A C
Media Share in Mobile Brand Advertising
Magazine
Newspaper
TV
Main Page
IRIB TV Advertising (Winter 1391)
127,028,776
18,364,7881,521,575
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
I J A
Cost (Thousand Rials)
672
118
210
100
200
300
400
500
600
700
800
I J A
Frequency
I J A
21,610
2,187420
0
5,000
10,000
15,000
20,000
25,000
I J A
Duration (Seconds)
Cost Frequency Duration
H 86% 83% 89%J 13% 15% 9%A 1% 3% 2%Total 100% 100% 100%
0%10%20%30%40%50%60%70%80%90%100%
Share of Cost, Frequency & Duration
Main Page
30%
18%
33%
11%
1%
14%
43%
82%
45%
15%
8%
0% 20% 40% 60% 80% 100%
J
A
I
Cost Share
Channel1
Channel2
IRIB TV Channels (Winter 1391)
32%
13%
45%
9%
Total Cost Share
0% 20% 40% 60% 80% 100%Channel2
Channel3
Channel4
Channel5
Channel6
26%
14%
32%
13%
5%
21%
38%
81%
37%
23%
10%
0% 20% 40% 60% 80% 100%
J
A
I
Frequency Share
26%
14%
30%
13%
5%
21%
39%
81%
34%
22%
15%
0% 20% 40% 60% 80% 100%
J
A
I
Time Duration Share
13%
Main Page
Advertising Cost (by Month) (Winter 1391)
58%
16% 26%
26%
39% 35%
47% 53%
0%10%20%30%40%50%60%70%80%90%100%
Day Bahman Esfand
Cost Share (by Month)
A
I
J
Day Bahman EsfandJ 10,682,010 2,962,989 4,719,789I 32,638,627 50,155,730 44,234,419A 0 722,535 799,040Total 43,320,637 53,841,254 49,753,248
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
Cost Trend (Thousand Rials)
Day Bahman Esfand
Main Page
Time and Position (Winter 1391)
End ofProgram,15%
Middle ofProgram,8%
Cost Share (by Position)
4880
4105
939
2762 3385
5103
7435
010002000300040005000600070008000
Time Duration (Seconds)
Middle ofProgram,8%
Beginning ofProgram,77%
3,179,9370
4,992,730
3,036,939
12,431,01714,399,277
46,001,056
62,874,183
010,000,00020,000,00030,000,00040,000,00050,000,00060,000,00070,000,000
Cost by Time (Thousand Rials)
Main Page
39,600 266,670 612,000
6,055,0406,875,700
168,0000
1,000,0002,000,0003,000,0004,000,0005,000,0006,000,0007,000,0008,000,000
H G E D C B
Cost (Thousand Rials)
Newspaper Advertising (Winter 1391)
18 4
104
77
20
20
40
60
80
100
120
H G E D C B
Frequency
C D E G B H Total
Cost 49% 43% 4% 2% 1% 0% 100%Frequency 39% 53% 2% 4% 1% 1% 100%
0%10%20%30%40%50%60%70%80%90%100%
Share of Cost & Frequency
39,600 33,333
153,000
58,221
89,294 84,000
020,00040,00060,00080,000100,000120,000140,000160,000180,000
H G E D C B
Average Cost
Main Page
Advertising Cost (By Month) (Winter 1391)
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
Thou
sand
s Ria
ls
Day Bahman Esfand
C 1,999,000 2,911,500 1,965,200
D 1,063,970 720,000 4,271,070
G 0 266,670 0
H 0 39,600 0
B 0 0 168,000
E 0 0 612,000
Total 3,062,970 3,937,770 7,016,270
0
1,000,000
2,000,000
Thou
sand
s Ria
ls
Main Page
Advertising Cost (by Newspapers) (Winter 1391)
16%
9%
3%
5%
29%
1%1%
10%4%
60%
70%
80%
90%
100%
Cost Share
Asia
Asr-e-Eghtesad
Donyay-e-Eghtesad
Eghtesad-e-Pooya
5,424,000
4,000,000
5,000,000
6,000,000
Cost (Thousand Rials)
11%16%
9%
6%
32%
2%
8%
50%
100%
8%
100%
79%
100%
0%
10%
20%
30%
40%
50%
60%Etemaad
Hamshahri
Khabar-e-Varzeshi
Khorasan
Navad
Shargh
671,000
60,000
722,400528,800
2,169,600
807,600
2,359,500
548,000726,110
0
1,000,000
2,000,000
3,000,000
Main Page
78% 76%
54%
96%
50%
60%
70%
80%
90%
100%
Cost Share
Down Left
Down Middle
Down Right
Advertising Cost (by Position) (Winter 1391)
11,990,200
8,000,000
10,000,000
12,000,000
14,000,000
Cost (Thousand Rials)
3% 4%5%
23%17% 18%
23%
50%2%
96% 100%
0%
10%
20%
30%
40%
50%Down Right
Up Left
Up Right
159,900
1,501,440
235,060 130,4100
2,000,000
4,000,000
6,000,000
8,000,000
Main Page
Magazine Advertising (Winter 1391)
70,000 54,000 59,200
1,208,000
863,400
524,200
0200,000400,000600,000800,000
1,000,0001,200,0001,400,000
I G F E D C
Cost (Thousand Rials)
2 24
9
26
6
0
5
10
15
20
25
30
I G F E D C
Frequency
D E C F I G Total
Cost 31% 43% 19% 2% 3% 2% 100%Frequency 53% 18% 12% 8% 4% 4% 100%
0%10%20%30%40%50%60%70%80%90%100%
Share of Cost & Frequency
35,000 27,00014,800
134,222
33,207
87,366
020,00040,00060,00080,000100,000120,000140,000160,000
I G F E D C
Average Cost
Main Page
Advertising Cost (by Month) (Winter 1391)
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
Thou
sand
Ria
ls
Day Bahman Esfand
E 904,000 164,000 140,000C 100,000 317,200 107,000G 36,000 18,000 0I 70,000 0 0D 222,100 66,000 575,300F 29,200 12,000 18,000Total 1,361,300 577,200 840,300
0
200,000
400,000
Main Page
17%
8%
38%
25%
3%
40%33%
60%
70%
80%
90%
100%
Cost Share
Asre Ertebat
Chelcheragh
GSM
Hamshahri-e-Javan
Advertising in Different Magazines (Winter 1391)
1,360,000
1,000,000
1,200,000
1,400,000
1,600,000
Cost (Thousand Rials)
3%
21%
27%
51%
17%
4%
8%
60%67%
96% 100%
0%
10%
20%
30%
40%
50%
Hamshahri-e-Javan
Khanevadeh
Movafaghiat
Picture World
The Art of Cooking
339,400
234,000
142,500
265,000
235,200
180,000
22,700
0
200,000
400,000
600,000
800,000
Main Page
Sample Report (Outdoor Advertising Tracking)
Address: Shiraz, Vali-e-Asr sq., Salman entrance
Product: Irancell- Gold Bullion
Date: 1391/11/12 Time: 3 PM
Main Page
Address: Karaj, Sepah sq.
Product: Irancell- Gold Bullion
Date: 1391/11/13 Time: 12:52 PM
Sample Report (Outdoor Advertising Tracking)
Main Page
Address: Tehran, Resalat St., West to East, before Seyyed Khandan bridge
Product: Taliya- Aftab Festival
Date: 1391/11/05 Time: 8 PM
Sample Report (Outdoor Advertising Tracking)
Main Page
Sample Report (Web Tracking)
Competitor LocationCompetitorLocationBrandWebsite
Up-Right- HorizontalTaliyaCenter- Right- HorizontalIrancellwww.aparat.com
Main Page
Campaign : H
Duration: Farvardin & Ordibehesht
Media: TV
Number of Insertions: 78
Advertising Budget: 3,278,997,150
Advertising Media Planning Consultancy
Campaign : H
Duration: Farvardin & Ordibehesht
Media: TV
Number of Insertions: 78
Advertising Budget: 3,278,997,150
Reach
81%76%
65% 73%
81% 81% 80% 81% 81% 78%
70% 69%75%
83%79% 78%
85%
69% 67%
50%
75%
100%
78%
0%
25%
Main Page
Average Frequency
3.2
2.8 2.62.6
3.03.3 3.3 3.3 3.3
2.72.3 2.3
3.0
3.4
3.0 2.9
3.5
2.42.5
2
3
4
3
0
1
Main Page
Gross Rating Points (GRPs)
261
211169 189
243267 269 269
185211
164 159
226
283
236 225
294
161 164
150
200
250
300
350
236
0
50
100
Main Page
Sexuality
Index Total Female Male
Reach (000) 5,051 2,580 2,466
Reach (%) 78% 81% 76%
Average Frequency 3.01 3.23 2.79
Total Insertions 78
Gross Impressions (000) 15,228 8,340 6,888
Total Cost (RLs) 3,278,997,150Total Cost (RLs) 3,278,997,150
CPT (RLs) 649,170 1,270,455 1,329,285 (RLs)
CPT Gross (RLs) 215,330 393,162 476,041 (RLs)
GRPs 236 261 211
Duplication 67% 69% 64%
Reach 2+ 64% 67% 60%
Reach 3+ 50% 54% 46%
Reach 4+ 39% 43% 35%
Reach 5+ 30% 34% 26%
Main Page
Age Groups
Index Total 15-20Years old
21-29Years old
31-39Years old
41-49Years old 50+
Reach (000) 5,051 246 1,209 1,337 979 1,243
Reach (%) 78% 65% 73% 81% 81% 80%
Average Frequency 3.01 2.59 2.59 3.02 3.30 3.34Total Insertions 78
Gross Impressions (000) 15,228 639 3,133 4,032 3,234 4,158Gross Impressions (000) 15,228 639 3,133 4,032 3,234 4,158
Total Cost (RLs) 3,278,997,150
CPT (RLs) 649,170 13,275,937 2,709,984 2,452,137 3,346,984 2,637,533
CPT Gross (RLs) 215,330 5,124,274 1,046,594 813,148 1,013,900 788,559
GRPs 236 169 189 243 267 269
Duplication 67% 61% 61% 67% 70% 70%
Reach 2+ 64% 47% 56% 67% 67% 67%
Reach 3+ 50% 32% 41% 53% 55% 55%
Reach 4+ 39% 23% 30% 42% 43% 44%
Reach 5+ 30% 17% 22% 32% 33% 35%
Main Page