MEDIA

Media PlanningThe Official Definition

• It is basically the process involved in answering a client’s question :

“ What are the best means of reaching out and communicating to the prospective customers of my brand ?”

TV Plan

Channel Prog Day/Time Dur Rate Spots Cost

X A Mon/2100 30 100 4 400 B Tue/2100 30 200 4 800 C Wed/2100 30 300 4 1200

Y D Thu/2100 30 400 4 1600 E Fri/2100 30 500 4 2000 F Sat/2100 30 600 4 2400 G Sun/2100 30 700 4 2800

Plan Total 28 11200

Print Plan

Publ. Lang Freq Circl. Edition Size Col/BW Ins Rate Cost

A Eng Dly 50 All 100 cc BW 4 100 400B Hin Dly 60 All 100 cc BW 4 150 600C Eng Dly 40 All 100 cc BW 4 200 800X Ben Mnly 100 Cal FP Col 1 250 250Y Tam Fnly 20 Mad FP Col 2 300 600Z Tel Wkly 10 Hyd DS Col 4 200 800

Plan Total 19 3450

Evolution of Media Function : The front end

Insignificant part of a full service agency : Till TV (TRP)

Significant part of a full service agency : Till Zee TV

Critical part of a full service agency : Since Zee TV

Beginning of media unbundling : Since recession(CMB/AOR)

Unbundling of agency : Since Carat

Media Service = Independent Business : TODAY

Media specialists in Europe

From:3% in 1980 To:67% in 1997

Some Basic Concepts

Reach

The total number of different people who have been exposed to the campaign

Frequency

The no. of times the audience gets exposed to the campaign

Average Frequency/OTS

The average number of times the target audience was exposed to the campaign

Media weight

• The product of reach and frequency is known as GRPs.

• GRP is a measure of the media weight delivered by a media plan

Media Research

Socio-Economic Classification - Urban

• A demographic indicator designed by the Market Research Society of India to reflect purchase behaviour.

• It is based on 2 parameters - Education and Occupation of the Chief Wage Earner of the Household.

• The SEC of the HH determines the SEC of the family members.

• SEC A1+ is one category which also has an income filter (Rs 10,000 + per month).

Broad SEC Classification - Urban

SEC By Education By Occupation

A1 Grad & Post Grads B/I/SEP/Officer &Execs(General & Professional) (Sr & Mdl)

A2 Grad & Post Grads Shop ownrs, Sup Level, (Professional) Ofiicers & Execs (Jr Lvl)

B1B2 SSC+ < Grad Skld wrkrs, Petty Trdrs, Clerk,Salesmen

C Schooling 5-9 yrs Skld wrkrs, Petty Trdrs, Clerk,Salesmen

D Schooling upto 4 yrs Skld/Unskld, Petty Trdrs, Clerks,Salesmen

E Illiterate Skld/Unskld, Petty Trdrs,

Socio-Economic Classification - Rural

• A demographic indicator designed by the Market Research Users Council (yet to be ratified by the Market Research Society of India).

• It is based on 2 parameters - Education of the Chief Wage Earner of the Household and the Type of House

• The SEC of the HH determines the SEC of the family members.

Broad SEC Classification Grid - RuralSEC By Education By Type of House

R1 Some College but not Grad., PuccaGrads & Post Grads

R2 SSC/HSC Semi Pucca

R3 No formal school, Semi PuccaSchooling upto 9th Std

R4 Illiterate Kuchha

Databases Used by Planners

Print

Readership & Circulation

• NRS - National Readership Survey• IRS - Indian Readership Survey• Product profiles - Data on product and brand

usage• ABC - Circulation figures

Some Definitions

Urban & Rural Classification

According to the Census of India 1991, the following criteria were adopted for treating a place as urban :1. All statutory towns, i.e., all places with a municipality, corporation, cantonment board or notified town area committee, etc.

2. All other places which satisfied the following criteria :- A minimum population of 5000- At least 75% of the male working population

engaged in non-agricultural pursuits, and- A density of population of at least 400 per sq km

Contd..Contd..

Some Definitions

Urban & Rural Classification

3. Apart from these, the outgrowths of cities and towns have also been treated as urban.

All areas not identified as Urban, are classified as Rural

Some DefinitionsHousehold - A person living alone or a group of

persons staying together & sharing food from the same kitchen

CWE - The member of the family who makes highest contribution to the HH income

MHI - The sum of income of all members of the family

Housewife - The female or the male member of the HH who is chiefly responsible for HH tasks and decides what should be purchased for the HH, for products such as soaps/ toothpastes, etc.

Some Definitions

Literate - A person who can with understanding do both - read & write in any one language. It is however not necessary that he should have received formal education in a school.

Avg issue –readership The estimated no. of people who have read any issue of the publication within a specified time interval which is equal to periodicity of the publication.

Eg.A person would be counted in the average issue readership of outlook if he/she has read outlook in the last one week

Some Definitions

Claimed Readership :

No. of people who claim to have read a publication with a frequency greater than zero

The National Readership Survey

Conducted by National Readership Studies Council

- Advertising Agencies Association of India- Audit Bureau of Circulations- Indian Newspaper Society

• NRS has been strictly an Urban survey• 6 NRS studies have been conducted till date. • From 1995, it was decided to make it a once in 2

years survey• From 1997 plans are to make NRS a 6-monthly

survey and would also cover rural areas like the IRS.

Television

Television Reach

NRS V NRS VI

Total HHs 449 L 486 LTV HHs 270 L 336 LTV Penetration 60% 69%C & S HHs 93 L 150 LC & S Penetration 34% 45%

Television HHs - Changing Scenario

Growth over Change inNRS V Absolute Nos.

Total HHs 8 % 38 L

TV HHs 24% 66 LC&S HHs 62 % 57 LCol TV HHs 43% 33 LRemote HHs 105% 35 L

Over 50% of the new TV HHs added over NRS V have colour TV sets and remote controls

NRS V NRS VISEC A 48% 61%

B 39% 51%C 33% 42%D 29% 38%E 21% 31%

Total 34% 45%

C&S Penetration

C&S Penetration has grown across the board

NRS V NRS VI

Pop strata 25 L 31% 47%10-25 L 38% 41%5 - 10 L 34% 40%1 - 5 L 31% 42%< 1 L 40% 47%

Maximum growth in 25 L+ towns

C&S Penetration

C&S Penetration

Zone Total

West 52%South 60%East 31%North (Less UP/Raj) 38%

UP/Raj 27%

South & West are very clearly Satellite markets

C&S Penetration States

High Maharashtra, Gujarat, MP, TN, (50% +) AP, Karnataka

Medium Orissa, Haryana, Punjab,(45-50%) Chandigarh, HP, Delhi

Low North East, Bihar, West Bengal, (30 - 40%) Rajasthan, UP, Kerala

C&S PenetrationSEC ABC HHs

NRS V NRS VI

TV HHs 270 L 336 LMultiple TV HHs 3% 4%Colour TV HHs 29% 33%B/W TV HHs 71% 67%Remote Control HHs 12.5% 21%

Colour TV, B/W TV, Multiple TV sets...

% of TV HHs with RCSEC NRS V NRS VI

A 32% 46%B 16% 28%C 8% 17%D 5% 10%E 2% 5%Total 13% 21%

67% of all remotes are in AB HHs

Remote Controls

Print

Print Reach

0

10

20

30

40

50

60

% Reach

25 L+ 10-25L

5-10 L 1-5 L <1 L

Townclass

Dailies

Magazines

Any

Print Reach

0102030405060708090

% Reach

A B C D E

SEC

Dailies

Magazines

Any

General Interest Magazines - English

All India Top 8 MetrosIndex Index

Adult Popln 100 100Exposed to Press 45 54Expsd to Eng Mags 8 13

India Today 100 100The Week 21 26Sunday 16 19Frontline 16 19Outlook 9 22

India Today still the undisputed leader

Women’s Magazines - English

All India Top 8 MetrosWomen

Index Index IndexAdult Popln 100 100 100Exposed to Press 45 54 32Expsd to Eng Mags 8 13 5

Femina 100 100 100Woman’s Era 80 81 94Savvy 22 30 23Society 18 23 14Cosmopolitan 13 22 9

Femina & Women’s Era are way ahead of the others

Women’s Magazines - Hindi

All India Top 8 MetrosWomen

Index Index IndexAdult Popln 100 100 100Exposed to Press 45 54 32Expsd to Eng Mags 8 13 5

Grihashobha 100 100 100Sarita 56 50 45Grihalakshmi 39 38 36Meri Saheli 38 28 39Manorama 33 22 33

Grihashobha continues to lead

Film Magazines - English

All India Top 8 MetrosIndex Index

Adult Popln 100 100Exposed to Press 45 54Expsd to Eng Mags 8 13

Stardust 100 100Filmfare 98 113Cine Blitz 30 26Movie 22 32

The battle is between Stardust and Filmfare

Business Magazines

All India Top 8 MetrosOEB

Index Index IndexAdult Popln 100 100 100Exposed to Press 45 54

89Expsd to Eng Mags 8 13 34

Business India 100 100 100Business Today 85 87 77Business World 48 49 48

Radio

Radio Reach

NRS V NRS VI

SEC A 47% 35%B 46% 33%C 45% 31%D 41% 29%E 34% 24%

Total 42% 29%

A dramatic fall for Radio

NRS V NRS VI

Top 8 metros 44% 35%10 - 25 L 42% 29%5 - 10 L 40% 28%1 - 5 L 40% 27%< 1 L 40% 26%

Total 42% 29%

Radio Reach

Radio reach has dropped across all town classes

Cinema

Cinema Reach

Townclass NRS V NRS VI

25 L + 61% 52%10 - 25 L 66% 55%5 - 10 L 68% 52%1 - 5 L 66% 54%< 1 L 58% 46%

Total 62% 51%

Contrary to popular belief Cinema Going is still on the decline

NRS V NRS VI

SEC A 69% 61%B 67% 57%C 64% 52%D 62% 49%E 56% 43%

Total 62%51%

Cinema Reach

Cinema Reach has declined across SEC categories

INTAM - Current StatusReporting 21 centres

- Bombay - Jalandhar- Delhi -

Nasik+Solapur+Aurangabad- Calcutta - Vishakhapatnam- Madras - Vijaywada- Bangalore- Hyderabad- Ahmedabad- Lucknow + Kanpur- Pune + Nagpur- Madurai + Coimbatore- Bhopal + Indore

Peoplemeter Types

Tuner SubstitutionThese meters work by substituting the tuner inside the TV set with their own tuner. Thus these meters have a direct control over what is happening on the TV set

Tuner MonitoringMonitoring meters work by placing a small antenna-like probe near the tuner inside the TV set to detect the channel being viewed.

Picture Matching Meters that capture the picture on the TV set which is

later matched with the pictures collected at the master control station.

Calculation of TRP- The Diary Method

Suppose there are 150 Diary HHs in Kanpur

30 people indicate in the diary that they watched Boogie Woogie

Therefore the TRP for Boogie Woogie : (30/150 )x100= 20

100 people indicate that they watched the Sunday Hindi Film

Therefore the TRP for Hindi Film : (100/150)x100 = 66.6

Calculation of TRP- The Peoplemeter Method

Universe : 10 people (A,B,C,D,E,F,G,H,I,J)Programme : Kasauti Zindagi Ki telecast at 8.30 - 9.00 pmDuration : 30 minutesViewership of KZKViewer Start Time End Time Minutes

WatchedA 8:30 8:40 10B DNW - -C DNW - -D 8:46 8:50 4E DNW - -F 8:30 8:35 5G DNW - -H DNW - -I DNW - -J 8:33 8:58 25

Calculation of TRP- The Peoplemeter Method

TRP of KZK :

10 4 5 25+ + +

30 30 30 30 x 100 = 15

10

The corresponding TRP under Diary Method : (4/10)x100 = 40

Data on Competitive Media Activity

Print and TV

Print• ORG Press Audit• ABC

Television• Time Monitoring Services• Super services• Current Opinions and Future Trends• ORG TV Audit

TV - Advertising Monitoring

• Coverage – All TV advertising across categories

• Information– Time of telecast of ad– Spot duration– Estimate of spend

• Reporting– Category/Brand/Channel

• Periodicity– Weekly

• Utility– Keeping track of competition

Print - Advertising Monitoring

• Coverage – Across product categories

• Information– Date of insertion– Colour/BW ad– Size/position of ad– Estimate of spend

• Reporting– Category/Brand/Publication/Statewise

• Periodicity– Monthly

• Utility– Keeping track of competition

The Planning Process

Various Steps in Media Planning

• Studying the Target Audience and its Media preferences• Review of our previous year’s performance• Competitive Analysis• Identifying Media Tasks/Setting Objectives• Framing a Media Strategy• Channel Selection• Progs/Dlys/Mags Selection• Developing the Final Plan• Plan Evaluation• Post Campaign Review

These do not necessarily happen sequentially - there are overlaps between these steps

Identifying Media Tasks/Setting Objectives

• Given the marketing objectives, one needs to identify Media Tasks and set objectives accordingly

• The Media Objectives should be more a reflection of the Marketing Objectives

• The marketing objectives provide direction for the planner in selecting Media. Media objectives should give further leads based on this.

Examples of Marketing Objectives andMedia ObjectivesMarketing Objective• To increase share with special effort directed

only to the existing customer base

Examples of Marketing Objectives andMedia ObjectivesMarketing Objective• To increase share with special effort directed

only to the existing customer base

Media Objective• Focus on the Core Target segment in the

existing markets and increase frequency of exposure to our advertising

Examples of Marketing Objectives andMedia ObjectivesMarketing Objective• To regain lost volume - target 14% market

share

Examples of Marketing Objectives andMedia ObjectivesMarketing Objective• To regain lost volume - target 14% market

share

Media Objective• Special focus on markets where market share

has dropped and step up activity levels. Maintain a consistent level of activity the other markets to maintain market share

Examples of Marketing Objectives andMedia ObjectivesMarketing Objective• To acquire 20% market share in year 1 after

national launch, 25% in the next year and 30% in the 3rd year

Examples of Marketing Objectives andMedia ObjectivesMarketing Objective• To acquire 20% market share in year 1 after

national launch, 25% in the next year and 30% in the 3rd year

Media Objective• Focus on markets where there is a higher

return in value for every rupee spent. Focus on growth markets and capture market share

Framing a Media Strategy

• Media Strategy is all about concrete steps taken to achieve Media Objectives

• This would include steps like setting quantifiable media targets, finalising Media Mix, taking decisions on scheduling, market prioritization, identifying role for each element in the Media Mix, etc.

Market Prioritization - The Need

• All markets might not be of equal importance

• The client might want to focus on some markets for strategic reasons

• Budget constraints - therefore cover markets with the available money on a priority basis

Factors Considered in Market Prioritization

• Dispersion of Brand Sales• Competitive Activity• Dispersion of Target Audience• Growth rates in various markets• Category Sales Dispersion• Sales Targets