tv planning process

7/29/2019 TV Planning Process

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TV Planning Process


2/15

Start with a Brief :

Ujala plans to launch a

dishwasher in Maharashtra

market, the objective is generate

sales in the next three months of

the launch budget 35 lacs

50@3+ .

Tg :Fe 25+abc Creative unit:25


3/15

Why TV ?

Reasons for using Geographic flexibility

Reach of both selective and massmarkets

Cost efficiency

Better Impact (Audio + Video)

Reasons for not using

High total cost Short lived messages

No catalog value

No local (Specific) activity


4/15

Types of TV plan

ReachBased

GRPBased


5/15

Reach Based Planning

Data/input Required

Top Channel

Top Program

Program wise rate

Channel Rate Card

Process Required

Cumm Reach By Daypart

Prog Perfomance

Log File Creator

Spot R & F Pre

Brief Required

Objective

TG

Budget

Campaign Duration

Market

Commercial Duration

Output

TV Plan (Allied Format)

Schedule

Deliveries


6/15

Brief Required

Objective of the plan What is the reach required ?

Ex 50 @3+

TG TG for the marketing campaign

Ex Males 25+ ABC

Marketing Budget Total Budget for the marketing campaign

Ex 50 lacs / 20 lacs

Campaign Duration Period of the campaign (From & TO)

Ex 10thjan to 31st Feb / 3 months / 1 year

Commercial Duarion What is the Commercial duration

Ex 20 sec or 30 sec / Mix of 20 & 30 sec

Market Which are the markets which need to be captured ?

Ex Mumbai or Rest of Maharashtra , Delhi


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Input / Data Required

What are the top channels in the

market ?

Channel reach in market .

What is programs which will give

me the desired reach ?

Program reach


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Step 2

Formating & Input Phase

How do we make actual plan?

Format of Planning

Put in the programs , Daypart(Day ,time),

Duration of the commercial ,rate

/10 sec.


9/15

Format of Plan

Channel Programme Day Time

Rate/10

s

D

u

r

Spot

s FCT Spends

Aaj Tak RODP Mon - Fri 0700-1000 3840 20 31 620 238080

RODP Mon - Fri 1800-2100 12440 20 25 500 622000

RODP Mon - Fri 2100-2300 14640 20 25 500 732000

RODP Mon - Fri 2300-2500 11200 20 15 300 336000

RODP Mon - Fri 0500-1800 Bonus 20 130 2600 Bonus

RODP Sat-Sun 1000-1300 2800 20 26 520 145600

RODP Sat-Sun 1500-1800 2960 20 15 300 88800

RODP Sat-Sun 1800-2100 14320 20 12 240 343680

RODP Sat-Sun 0500-1800 Bonus 20 24 480 Bonus

Aaj Tak Total 303 6060 2506160


10/15

Step 3

Optimization

How do we then Optimise then

built plan based on the reach

objective of 50@3+ in

the monies that we ?

Create a Log file

Change the program genre /Channel mix if needed .

Slog file : Iterate the log to get

the optimized reach


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Same GRPs level

Increasing day parts

Buying same kind of

programming, usually

Increasing # TV

channels/publication

Buying only 3 days of the week

A general guideline on how to increase Reach or Frequency

GRPs / TRPs, Reach &

Frequency

Reach Freq.


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Things to remember before we

make a log.

Consider a similar environment whilewe build a log .

Check abnormal viewing due to

cricket , news channels peak due toelections, Finale of Reality shows .

While choosing the RODPcomponent please put the edit unit

size. Movie titles in the Log needs to be

similar in terms of reach.(Blockbuster Vs Normal Movies

generally deliver different reachlevels .


13/15

GRP based Planning

Ujala plans to launch a dishwasher in

Maharashtra market, the objective is

generate sales in the next three months of

the launch budget 35 lacs 400 Grps

Tg :Fe 25+abc Creative unit:25


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Steps in planning-GRP Based

Channel Shares by Daypart

Program performance (TVR )

Input the relevant Program inthe Plan format

Input rates and evaluate the

Program and channel CPRP. Make a log file and Iterate the

same to achieve the set

objective


15/15

Start with a Brief exercise :

Ujala plans to launch a

dishwasher in Maharashtra

market , the objective is

generate sales in the next threemonths of the launch budget 35

lacs 50@3+.

Tg :Fe 25+abc Creative

unit:10,15,25

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