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Basic Terms in Media Planning and Buying

Basic Terms in Media Planning and Buying. A rating is the percentage of individuals or homes exposed to an advertising medium. The percentage of a given population group consuming a medium at a particular moment

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Basic Terms in Media Planning and Buying

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  1. Basic Terms in Media Planning and Buying

  2. A rating is the percentage of individuals or homes exposed to an advertising medium. The percentage of a given population group consuming a medium at a particular moment Rating = # of homes or ind.who are watching that program or channel/total population Rating Sungurlar Kiraz Mevsimi Kertenkele Home 3 Home 4 Home 1 Home 2 Home 5 (Not viewing) Rating of Kiraz Mevsimi: 2/5= 0,4% Rating of program Sungurlar: 1/5= 0,2% Rating of Kertenkele: 1/5= 0,2%

  3. Kantar Media started to measure ratings in Turkey in 17 September 2012. • AGB Nielsen Media Research (AGB Anadolu) was the company • which measured the ratings in Turkey since 1989. • The measurement system has started in Britain in 1962. • The measurement company is controlled by TIAK • (Türkiye İzleme ve Araştırma Kurumu) which consists • advertisers, advertising agencies, and TV channels since 1992. How are ratings measured?

  4. Currently there are approximately 3600 households in the panel in 40 different cities. (People meters are put in each television set in a house) • These households resemble S.E.S groups in Turkey according to • 2012 S.E.S research. (The panel represents 51 million people living in Turkey) • The ratings of these channels are reported: http://www.tiak.com.tr/raporlanankanallar.htm TV Panel

  5. 3.Peoplemeter... 1- Database research ... And special remote control 2.Panel 4. Data transfer 5. Data production software 6.Program, advertising database 7.Client Peoplemeter System http://www.tiak.com.tr/tv-izleme-olcumu.htm

  6. Frequency Determinator • - assembled to the TV set • determines which channel is being • watched • Remote Control • works different than an ordinary • remote control. • every button is assigned to an • invidual in the family. each • individual presses his/her own • button People Meter System • Meter • records the time of viewing, who is watching and which channel is being watched • - reminds the households to press the button in every 9 min. and each time they change the Tv channel • Main Computer • the viewing information on meters are transferred to the main computer via modem each night. • this information is combined together with the demographic characteristics of each person in the panel here.

  7. Target Audience: Total Individuals/AB All Day 20-26 October Week Highest Ratings Source: ONMEDIA Weekly 43.Hafta)

  8. Media Owners (TV Stations) and Producers: • – How to reach audience? • – Which programs attract more audience and which attracts • niche ones? • – How to maximize ad revenue from the TV Programs? • • Advertisers: • – Where (which channel/program/time) to put my ad most • effectively for my brand? • – Which target audience? When & where to reach them? • – How to maximize the Ad Budget? • – How to compete my competitors’ ad? • • Advertising and Media Agencies: • – Which medium can be used most effectively (deliver the • objective at an efficient budget)? Who use rating data?

  9. Gross Rating Points are the sum of ratings delivered by a given list of media vehicles. Gross Rating Points (GRP)

  10. It states what percentage a program, or station, has of the total viewing/listening audience Share Share = # of homes or ind.who are watching that program or channel/total # of homes or ind. who are watching tv at that time Güllerin Savaşı Kiraz Mevsimi Yetenek Sizsiniz Home 3 Home 4 Home 1 Home 2 Home 5 (Not viewing) Share of Kiraz Mevsimi: 2/4= 0,5% Share of Güllerin Savaşı: 1/4= 0,25% Share of Yetenek Sizsiniz: 1/4= 0,25%

  11. Target Audience: Total Individuals 20-26 October Highest Shares Source: ONMEDIA Weekly 43Hafta

  12. Reach is the percentage of number of different individuals (or homes) exposed to a media schedule at least once within a given period of time REACH Sana commercial in 4 different programs, 100 homes in total 40 HOMES OUT OF 100 WATCHED OUR COMMERCIAL 40% HAVE SEEN OUR COMMERCIAL AT LEAST ONCE

  13. Frequency is the average number of times individuals (or homes) are exposed to advertising messages. FREQUENCY 40% saw the commercial at least once 1+ 23% saw the commercial at least twice 2+ 12% saw the commercial at least for 3 times 3+ 5% saw the commercial at least for 4 times 4+

  14. The number of individuals (or homes) reached by a media schedule at a given level of frequency. EFFECTIVE REACH EFFECTIVE FREQUENCY Level or range of audience exposure that provides what an advertiser considers the minimal effective level, and no more than this optimal level or range.

  15. CPP is the cost of purchasing one rating point. COST PER RATING POINT (CPP) COST PER RATING POINT PER SECOND (CPP/SEC.) The figure that indicates the cost of advertising exposure to one percentage of the target group, audience, or population per second.

  16. AVERAGE TIME SPENT (ATS) Average time spent states how much time an individual in a target audience spends while watching television, reading newspaper...

  17. CPT indicates the cost of advertising exposure to a thousand household or individuals. It is also a comparison that shows the relative cost of various media or vehicles. COST PER THOUSAND (CPT)

  18. Percentage of all competing product spendings in a certain category. SHARE OF SPENDING (SOS) Share of spending in baby care sector 2009

  19. A printed listing of advertising rates for a single media vehicle. RATECARD

  20. SHARE OF VOICE (SOV) Percentage of all competing product messages in a certain category within a market. Share of voice in baby care sector Total GRP: 11.062

  21. SHARE OF VOICE (SOV) Top 20 Advertisers in Radio Jan-June 2007 Koç SOV Sec. Jan-June 2007

  22. A chronological list of advertisements of a brand in a specific time according to the media where the advertisements will be published or broadcasted. SCHEDULE

  23. FLOWCHART A table which shows the flow of media spendings of a brand for a specific time. It also includes the GRPs, reach and frequency figures.

  24. Sample Flowchart

  25. Circulation and Net Sales Circulation: # of prints of a newspaper or a magazine Net Sales: Sales of newspapers after distribution

  26. Online Media Basic Terms • Impression: Page view • Cost per mille (CPM): Cost per 1000 impression • Cost per view (CPV): Cost per one impression • Unique visitor: # of visitors who see the web page/advertisement for min. one time

  27. Online Media Basic Terms • Click • Cost per click (CPC): Cost per one click • Click through rate (CTR): Ratio of clicks to total impressions

  28. Online Media Basic Terms • Cost per acquisition (CPA): Cost per online sales • Cost per lead (CPL): Cost per member • Bounce rate: Rate of visitors who close the web site straight away • Conversion rate: Ratio of clicks to targeted actions

  29. CLUTTER Excessive amounts of advertising or editorial material carried by media vehicles. The amount may be excessive both in terms of the total advertising time and space and in terms of its scheduling.

  30. Assignment Choose a brand from the list of advertisements from the instructor determine its target audience (demographic, psychographic, buying behaviour and media consumption) and follow up its advertising campaign in all media till 31st December 2014. Take notes about where/when you see the advertisement in detail. Write a report for one page about the media strategy of the brand.

  31. Assignment Work in groups (3 students) Each group should choose a different campaign. Deadlines: Groups and brands should be determined by the 14th Nov 2014, latest. Reports about media strategy and follow up should be handed in by the 5th January 2015, Monday, latest.

  32. Assignmentfor International Students • Write a report (1,5 space, times new roman, max. 3.500 words) on your countries’ media environment which introduces general frameworks and structure. The following issues are some examples of what you should cover in your report: • Media ownership • Mainstream media (television channels, newspapers, magazines, radio etc.) • Alternative media • Media contents • Media consumption habits • Contemporary media trends • Important numbers and analysis on media Deadline:5th January 2015, Monday, latest.

  33. PROBLEMS IN MEDIA PLANNING • Insufficient media data • Lack of objectivity • Time pressures • External influences • Pressure to produce creative media plans • Institutional influences on media decisions • Measuring advertising effectiveness

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