Media Planning: Media Planning: Print, Television and Print, Television and

RadioRadio

Presented by: K. Suresh

Where are the 18–24 Where are the 18–24 Year-Old Males?Year-Old Males?

• Smallest audience in prime time TVSmallest audience in prime time TV• Far less likely than female Far less likely than female

counterparts to have heard of a counterparts to have heard of a brand from TV.brand from TV.

• Media organizations creating Media organizations creating programming for this target marketprogramming for this target market

• So, where are you?So, where are you?

Which Media: Which Media: Print, Television or Radio?Print, Television or Radio?

• Great ads will fail if the media chosen Great ads will fail if the media chosen do not reach the right audiences.do not reach the right audiences.

• Newspapers and magazines have Newspapers and magazines have inherent advantages and inherent advantages and disadvantages.disadvantages.

• Broadcast media, TV and radio also Broadcast media, TV and radio also have inherent advantages and have inherent advantages and disadvantages.disadvantages.

NewspapersNewspapers

• $6.7 billion (around Rs 29,727 crore) $6.7 billion (around Rs 29,727 crore) spent on newspaper ads in 2010 in spent on newspaper ads in 2010 in the Asia Pacific region.the Asia Pacific region.

• Ideal for reaching narrow geographic Ideal for reaching narrow geographic areaarea

• Facing circulation declinesFacing circulation declines

Newspapers AdvantagesNewspapers Advantages

• Reach over 50% of households—150 Reach over 50% of households—150 million adultsmillion adults

• Geographic selectivityGeographic selectivity• TimelinessTimeliness• Creative opportunitiesCreative opportunities• CredibilityCredibility• Audience interestAudience interest• CostCost

Newspapers DisadvantagesNewspapers Disadvantages

• Limited segmentationLimited segmentation• Creative constraintsCreative constraints• Poor reproductionPoor reproduction• Cluttered environmentCluttered environment

• Short lifeShort life

Audience/ Coverage/ FrequencyAudience/ Coverage/ Frequency

Target AudienceTarget Audience• General populationGeneral population• BusinessBusiness• EthnicEthnic

Geographic Geographic coveragecoverage• Metropolitan areaMetropolitan area• StateState• NationalNational

Frequency of Frequency of PublicationPublication• DailyDaily• WeeklyWeekly

Categories of Newspaper AdvertisingCategories of Newspaper Advertising

Display AdvertisingDisplay Advertising• Display advertisingDisplay advertising• Co-op advertisingCo-op advertising

Classified Classified AdvertisingAdvertising

InsertsInserts• Preprinted insertPreprinted insert• Free-standing insertFree-standing insert

Costs and Buying Procedures for Costs and Buying Procedures for Newspaper AdsNewspaper Ads

Rate CardsRate Cards Costs determined Costs determined

by:by:• Size of adSize of ad• Use of colorUse of color• Size of audienceSize of audience• Extent of coverageExtent of coverage

Space is sold in Space is sold in column column centimetres or in centimetres or in per Sq. Cmper Sq. Cm

Rates lower for Rates lower for ROP (run of paper) ROP (run of paper) rather than rather than preferred position preferred position or full position.or full position.

Measuring Newspaper AudiencesMeasuring Newspaper Audiences

CirculationCirculation• Paid circulationPaid circulation• Controlled circulationControlled circulation

ReadershipReadership

Future of NewspapersFuture of Newspapers Survival of newspapers depends on their Survival of newspapers depends on their

ability to evolve.ability to evolve.

In the future, newspapers will have to:In the future, newspapers will have to:• Provide in-depth coverage of local issues.Provide in-depth coverage of local issues.• Increase coverage of national and international Increase coverage of national and international

events.events.• Provide follow-up reports of news.Provide follow-up reports of news.• Maintain role as local source for consumer Maintain role as local source for consumer

information.information.• Become more mainstream in integrated brand Become more mainstream in integrated brand

promotions relating to new media.promotions relating to new media.

MagazinesMagazines

Magazines saw an eight per cent increase Magazines saw an eight per cent increase YOY at $393 million (about Rs 1740 crore). YOY at $393 million (about Rs 1740 crore).

Magazines show diversity as a media Magazines show diversity as a media class.class.

Magazine Advantages and Magazine Advantages and DisadvantagesDisadvantages

AdvantagesAdvantages• Audience selectivityAudience selectivity• Audience interestAudience interest• Creative Creative

opportunitiesopportunities• Long lifeLong life

DisadvantagesDisadvantages• Limited reach and Limited reach and

frequencyfrequency• ClutterClutter• Long lead timesLong lead times• CostCost

Types of MagazinesTypes of Magazines

• Consumer publicationsConsumer publications Femina, Men’s Health, Good LivingFemina, Men’s Health, Good Living

• Business publicationsBusiness publications Business Today, Outlook MoneyBusiness Today, Outlook Money

• Entertainment publicationsEntertainment publications Filmfare, ScreenFilmfare, Screen

Measuring Magazine AudiencesMeasuring Magazine Audiences

Rates are based on guaranteed Rates are based on guaranteed circulation.circulation.• Stated minimum number of copies that Stated minimum number of copies that

will be delivered to readerswill be delivered to readers Publishers also estimate pass-along Publishers also estimate pass-along

readership.readership.• Estimates are verified by Audit Bureau Estimates are verified by Audit Bureau

of Circulationsof Circulations

Future of MagazinesFuture of Magazines

Last 15 years have been a roller-coaster Last 15 years have been a roller-coaster for magazinesfor magazines• Currently: revenues and ad pages are upCurrently: revenues and ad pages are up• Advertisers find magazines usefulAdvertisers find magazines useful

Continued success requires:Continued success requires:• Adapting to new media optionsAdapting to new media options• A robust environment for A robust environment for

mergers and acquisitions mergers and acquisitions in the industryin the industry

TelevisionTelevision

For many, TV defines what For many, TV defines what advertising isadvertising is

• In 2010 advertisers spent $2.4 billion In 2010 advertisers spent $2.4 billion (around Rs 10,648 crore) on television.(around Rs 10,648 crore) on television.

• Many more billions are spent on Many more billions are spent on commercial production.commercial production.

Television CategoriesTelevision Categories

Network televisionNetwork television Cable televisionCable television Syndicated televisionSyndicated television

• Off-network syndicationOff-network syndication• First-run syndicationFirst-run syndication• Barter syndicationBarter syndication

Local televisionLocal television Satellite and closed-circuit televisionSatellite and closed-circuit television

Advantages of TelevisionAdvantages of Television

AdvantagesAdvantages• Creative opportunitiesCreative opportunities• Coverage, reach, and repetitionCoverage, reach, and repetition• Cost per contactCost per contact• Audience selectivityAudience selectivity

NarrowcastingNarrowcasting

Disadvantages of TelevisionDisadvantages of Television

DisadvantagesDisadvantages• Fleeting messageFleeting message• High absolute costHigh absolute cost• Poor geographic selectivityPoor geographic selectivity• Poor audience attitude and Poor audience attitude and

attentivenessattentiveness• DVR/Online entertainmentDVR/Online entertainment• ClutterClutter

Buying Procedures for Buying Procedures for Television AdvertisingTelevision Advertising

SponsorshipSponsorship ParticipationParticipation Spot advertisingSpot advertising

Choosing a day-Choosing a day-partpart• MorningMorning• DaytimeDaytime• Early fringeEarly fringe• Prime-time accessPrime-time access• Prime timePrime time• Late newsLate news• Late fringeLate fringe

Measuring Television AudiencesMeasuring Television Audiences

Sources for network and local Sources for network and local audience information: audience information: • A. C. Nielsen (India)A. C. Nielsen (India)• TAM IndiaTAM India

Measures of TV AudiencesMeasures of TV Audiences

Television householdsTelevision households

• Number of households in a market Number of households in a market owning a televisionowning a television

Households using television (HUT)Households using television (HUT)

• Number of households tuned to a TV Number of households tuned to a TV program in a time periodprogram in a time period

Future of TelevisionFuture of Television

Future appears exciting.Future appears exciting. Interactive era will affect TV as an Interactive era will affect TV as an

advertising medium.advertising medium. DVR’s increase viewer satisfaction but DVR’s increase viewer satisfaction but

may compromise advertising.may compromise advertising. An increase in direct broadcast by satelliteAn increase in direct broadcast by satellite Arrival of HDTVArrival of HDTV Massive consolidation of media companiesMassive consolidation of media companies

RadioRadio

Radio categoriesRadio categories• Radio networksRadio networks• Radio syndicationRadio syndication• AM versus FMAM versus FM• Satellite radioSatellite radio

Types of radio adsTypes of radio ads• Local spot radioLocal spot radio• Network radio advertisingNetwork radio advertising• National spot radio advertisingNational spot radio advertising

Radio Advantages and Radio Advantages and DisadvantagesDisadvantages

AdvantagesAdvantages• CostCost• Reach and Reach and

frequencyfrequency• Target audience Target audience

selectivityselectivity• Flexibility and Flexibility and

timelinesstimeliness• Creative Creative

opportunitiesopportunities

DisadvantagesDisadvantages• Poor audience Poor audience

attentivenessattentiveness• Creative limitationsCreative limitations• Fragmented Fragmented

audiencesaudiences• Chaotic buying Chaotic buying

proceduresprocedures

Buying Procedures for Buying Procedures for Radio AdvertisingRadio Advertising

Ad time may be Ad time may be purchased from:purchased from:• NetworksNetworks• SyndicationsSyndications• Local radio stationsLocal radio stations• About 80% is About 80% is

placed locallyplaced locally

Radio has five Radio has five basic day partsbasic day parts• Morning drive timeMorning drive time• Day Day

Afternoon/evening Afternoon/evening drivedrive

• NightNight• Late nightLate night

Measuring Radio AudiencesMeasuring Radio Audiences

Average quarter hour personsAverage quarter hour persons• Average number of station listeners in a 15-Average number of station listeners in a 15-

minute segmentminute segment Average quarter-hour shareAverage quarter-hour share

• Percentage of total radio audience listening to Percentage of total radio audience listening to a station during a specified 15-minute segmenta station during a specified 15-minute segment

Average quarter-hour ratingAverage quarter-hour rating• Audience during a quarter-hour expressed as a Audience during a quarter-hour expressed as a

percentage of the measurement area percentage of the measurement area populationpopulation

The Future of RadioThe Future of Radio

Subscription radio/satelliteSubscription radio/satellite Emerging technologies and new Emerging technologies and new

mediamedia ConsolidationConsolidation