media planning
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Understanding Media Planning
Session 1
The Agency Process
Marketing Objective
Marketing Strategy
Role ofAdvertising/Obj
Advertising Strategy
Creative Strategy
MediaStrategy
Sales/ Trial/ Awareness
4 Ps
Positioning
Target Consumer
Who
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
55
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
67%
Basic understanding of conceptsBasic understanding of concepts
1 rating point = 1% of the Viewing.
TV Rating
Similar to REACHOnly differentiator is that TVRs are time
weighted
Basic understanding of conceptsBasic understanding of concepts
TVR
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
X 100
Gross Rating Points (GRPs)
Programme
Rating
The sum of all ratings achieved in a campaign.
Basic understanding of conceptsBasic understanding of concepts
Example : GRPs achieved for a particular Campaign
4.5 TVR
3 TVR
5 TVR6 TVRLaadli
BidaaiYeh
Rishta
AKK
Gross Rating Points (GRPs)
Programme Rating
Laadli 4.5
Bidaai 6.0
Yeh Rishta 5.0
AKK 3.0
Total 18.5 GRP’s
Basic understanding of conceptsBasic understanding of concepts
The number of times, on an average,
the audience reached sees the
commercial during a given period.
Average Frequency
Basic understanding of conceptsBasic understanding of concepts
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
Basic understanding of conceptsBasic understanding of concepts
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
5050
400400
5.05.0
Basic understanding of conceptsBasic understanding of concepts
What does it all mean ???
75 % @ 1+
60 % @ 3+
50 % @ 5+
38 % @ 6+
Basic understanding of conceptsBasic understanding of concepts
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+
Basic understanding of conceptsBasic understanding of concepts
Channel Share
Channel Share =
TVR of Channel/Daypart/ ProgrammeAny Channel TVR within the same Daypart
X 100
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%
80%
TV viewing
Channel viewing
Program viewing
Basic understanding of conceptsBasic understanding of concepts
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...
Basic understanding of conceptsBasic understanding of concepts
Exploring the Ratings
Basic understanding of conceptsBasic understanding of concepts
Programme Rating
The TVR is averaged from the start minute to the end minute of the Programme
3.27
3.823.744.03
4.424.354.39
4.134.34.394.394.36 4.434.51
2.792.732.793.01
3.55
4.064.36
4.62
4.96
5.385.67
4.25
3.093.033.073.15
3.99
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
Break
TVR : 3.15Kis Desh Mein Hai :
Source: TAM; Period : Wk 38’07 ( Mon 2200-2230); TG: CS 4+ yrs; Market : HSM
2.79
2.73
2.79
3.01 3.09
3.03
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
2.79
2.73
2.79
3.01 3.09
3.03
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
1.76
2.15
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
Basic understanding of conceptsBasic understanding of concepts
The CPRP / CPT game
CPRP: Cost per rating
point
CPT: Cost per thousand
Basic understanding of conceptsBasic understanding of concepts
CPRP
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
Basic understanding of conceptsBasic understanding of concepts
CPT
Formula : Cost ÷ TVR in’000 = Cost/thousand
In Practice: Rs 220,000 ÷ 40,000 = Rs 50 CPT
The cost of reaching a thousand viewers.
Basic understanding of conceptsBasic understanding of concepts
Channel CPT
• Total GRPs – 1500• Universe Size – 3mn• Cost – 2 crores• CPT = Cost
GRP x Universe
• CPT = 444
X 1000
100
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
level
To evaluate the deal/plans/Environmen
t
What it gives ?
To what detail ?
What is the Use?
Tools used for media planning & buyingTools used for media planning & buying
Understanding TAM
Tools used for media planning & buyingTools used for media planning & buying
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
Tools used for media planning & buyingTools used for media planning & buying
Measuring the TV rating
Using Peoplemeters
Meter
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
Tools used for media planning & buyingTools used for media planning & buying
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).
Tools used for media planning & buyingTools used for media planning & buying
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
Tools used for media planning & buyingTools used for media planning & buying
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
1.4
2
3.4
4.2
5.7
1.2
1.7
2.7
3.5
4.9
14%15%
21%
14%
17%
0
1
2
3
4
5
6
Sangam Santan RKAB KDHMD Bidayi
0%
5%
10%
15%
20%
25%
PTVR B TVR Drop %
Reach & Cumulative Reach
67 70 71 7067
7582
90
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
0
20
40
60
80
100
120
140
[4-14]
[15-24]
[25-34]
[35-44]
[45-54]
[55& ABOVE]
MALE
FEMALE
SEC A
SEC B
SEC C
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%
5 5
6 6
5 5
6 6 6
5 5 5
6
5
6
5
0
38
5054
67
7370
74
8076
81 8084 86 86
60
4
5
6
7
12/1
/2008
12/2
/2008
12/3
/2008
12/4
/2008
12/8
/2008
12/9
/2008
12/1
0/2
008
12/1
1/2
008
12/1
5/2
008
12/1
6/2
008
12/1
7/2
008
12/1
8/2
008
12/2
2/2
008
12/2
3/2
008
12/2
4/2
008
12/2
5/2
008
0
10
20
30
40
50
60
70
80
90
100
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
5.8
8.18.6
8.8 8.8
5.85.5
6.2
7.2
7.8 8.08.5
7.06.5
7.1
8.9
6.9
8.7
8.38.2
6.36.3
6.0
9.2
7.9
7.6
7.5
7.1
7.0
7.0
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
21:0
0
21:0
1
21:0
2
21:0
3
21:0
4
21:0
5
21:0
6
21:0
7
21:0
8
21:0
9
21:1
0
21:1
1
21:1
2
21:1
3
21:1
4
21:1
5
21:1
6
21:1
7
21:1
8
21:1
9
21:2
0
21:2
1
21:2
2
21:2
3
21:2
4
21:2
5
21:2
6
21:2
7
21:2
8
21:2
9
Breaks
Avg
TV
R
Viewership TrendsMinute by Minute viewership data available by TVR, Reach, Share &
Time Spent
0.6
0.7
1.0
0.9
0.9
1.0
1.0
0.0
0.2
0.4
0.6
0.8
1.0
1.2
Su
n
Mo
n
Tu
e
We
d
Th
u
Fri
Sa
t
0.9 0.9 0.9 0.90.80.90.90.9
0.8
0.9
0
0.2
0.4
0.6
0.8
1
Wk1
Wk2
Wk3
Wk4
Wk5
Wk6
Wk7
Wk8
Wk9
Wk1
0
STAR Plus Avg TVR
Trends by Weeks
Trends by Days
0.8
1.01.2
0.4
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
Mu
m
Ca
l
De
l
HS
M
Trends byCities
To Measure Advertising spends
TAM Adex
2. To understand the activity of different category/Clients across
media
1. Advertising spends are measured to arrive at the competitors
strategy
Tools used for media planning & buyingTools used for media planning & buying
…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
Tools used for media planning & buyingTools used for media planning & buying
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
mov?
Connectivity?
Its all about being connected
Tools used for media planning & buyingTools used for media planning & buying
What is connectivity?
Cable Operator
Type of TV Set
Cable Home
Tools used for media planning & buyingTools used for media planning & buying
Connectivity depends on
1. Type of TV set
2. Cable operator
Tools used for media planning & buyingTools used for media planning & buying
What are the different bands?
1. Prime Band2. Colour Band3. S-Band4. Hyper Band5. UHF Band
Tools used for media planning & buyingTools used for media planning & buying
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
Tools used for media planning & buyingTools used for media planning & buying
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
TGTG
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
INPUT
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…
Planning to striking the Planning to striking the dealdeal
Conventional methods of plan layouts
ContinuitContinuityy
PulsinPulsingg
FlightinFlightingg
Media weight scheduled for many weeks throughout
year
Continuous advertising with
intermittent bursts
Periodic waves of advertising with
periods of inactivity
Planning to striking the Planning to striking the dealdeal
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)
Planning to striking the Planning to striking the dealdeal
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
Planning to striking the Planning to striking the dealdeal
But a Post eval need not
always match the Pre
eval?
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
Planning to striking the Planning to striking the dealdeal
Issues
• Audience Fragmentation – Natural drop in viewer interest
• Forecasting• R/F focus of plans
– therefore all GRPs not same
• Selectivity• Distribution / Connectivity control
Planning to striking the Planning to striking the dealdeal
Thank You!!