Media Planning

The 5Ws & 1H of Media Planning

Who
When
Why
What
Where
How
The Product,
Ad Message
The
Consumer
Media
Selections
Seasonality
Markets
Launch,
Promo
Media Plan
Why do we need a Media Plan ?

Attaining the marketing objectives

Delivering the advertisement message to the
consumer effectively
Marketing objective
Media objective
Media Strategy
Before we make the Media
Plan....
Criteria considered in development of
Media Plan
The media mix
Target market coverage
Geographic coverage
Scheduling
Reach vs Frequency
Creative aspects & mood
Flexibility
Budget
Choosing Among Major Media Types
Target audience and
media habits
Product characteristics
Message
characteristics
Cost
Major Media Types
Newspapers
Television
Direct mail
Radio
Magazines
Outdoor
Yellow pages
Newsletters
Brochures
Telephone
Internet
Target Market Coverage
Full market coverage

Partial market coverage

Wastage
Advertising Timing Patterns
Media Selection
Reach
Frequency
Impact
Exposure
Relationship between Trial, Awareness, and
Frequency
The Frequency Debate :
Krugman vs JP Jones
Krugman
Frequency
Three exposures optimal in a
Purchase cycle...
Diminishing returns after 3
exposures

Reach : secondary

Continuity
Only if affordable at 3+ levels
JP Jones
Frequency
1 exposure within a PC is
the most efficient
More than one sets in
diminishing returns
Reach : maximize at 1+

Continuity
low levels on a continuous
basis
The two approaches
Response Curve
0
10
20
30
40
50
60
70
80
1 2 3 4 5 6 7
Freq.
R
e
s
p
o
n
s
e

Response Curve
0
10
20
30
40
50
60
0 1 2 3
R
e
s
p
o
n
s
e

Media Measurement Metrics


First level: Reach, Frequency, TRPs, GRPs

Second level: CPTs, CPRPs

Third level: Response, Leads

Fourth level: Customers
Universe
The Total/Actual number of people in a defined
target audience
Reach
Number of individuals from the universe who are exposed
to the medium or vehicle
Reach is normally expressed in % terms
Calculation of Reach
Universe: 10 individuals.
For a single episode of CNBC News-
if out of the above 10 people 6 saw at least 1 minute of the
programme then,
Reach:6 out of 10
Therefore, reach = 60%
Is there a term that encompasses both Reach and
Time Spent ?
TVR
Principle : Reach x Time Spent
TVRs v/s Reach
A B C D E
1 X X
2 X X X
3 X X X
4 X
5 X X
Individuals
M
i
n
u
t
e
s
TVRs v/s Reach
People that saw the programme for at least 1
continuous minute :
A + B+D+E =4
Therefore, Reach=4/5
Reach=80%
TVR vs Reach
Person Minutes Viewed Minutes Available
A 3 5
B 1 5
C 0 5
D 2 5
E 5 5
5 (A+B+C+D+E)
x 100
Ratings = On an average 44% of universe of the TG
saw the entire Time band
TVRs :
(3/5)+(1/5)+(0/5)+(2/5)+(5/5)
The sum of all ratings achieved in a campaign.
GRP levels are generally measured and reported on a 4
week basis
It is a measure of the media plans thrust
Gross Rating Points (GRPs)
Reach x Frequency = GRPs
Gross Rating Points (GRPs)

4 spots of a TV ad are placed in Big Boss,
and 3 spots in Balika Badhu. If the TRPs of
each of these programmes is 30 and 20
respectively, calculate the GRP.

GRP= 4x30 + 3x20
=120+60

Gross Rating Points (GRPs)

GRP= Reach x Frequency

A GRP of 100 could imply
100% of the market is exposed to the ad once
50% of the market is exposed to the ad twice
25% of the market is exposed to the ad 4 times
reach reach AOTS
When the duplication is lower, the reach increases
and average OTS decreases
(e.g When dupln. is 10, reach is 63% and AOTS is 3.15)
Reach and AOTS are inversely related
AOTS. rch
rch
When the duplication goes up reach decreases
and average OTS increases
(When dupln. is 40, reach decreases to 53% and AOTS is now 3.75)
Reach and AOTS are inversely related
Measures of Audience Size-Print
Circulation
Audience (reach)
Effective audience
Circulation Vs readership
Circulation
Measured by the Audit Bureau of Circulations ( ABC )
on an on-going basis with results reported every 6
months
Copy count. Number of copies sold
Not possible to identify / profile the buyer.

Readership
Measured by independent periodic surveys ( NRS )
Measures the number of people who actually read the
newspaper.
Possible to profile the consumer.
Circulation Vs Readership : RPC
Audience Publication Circ Rdrs Rdrs/
000 000 Copy
Adults Stardust 175 875 5
Business Today 150 450 3
Men India Today 175 350 2
Business Today 150 300 2
Senior India Today 175 175 1
Bus. Men Business Today 150 300 2
Measures of cost efficiency
Basic principle of media planning is that media
should be selected on their ability to reach the
largest audience at the lowest cost.
Cost of space
CPT = --------------------- x 1000
Readership or circulation

In other words, CPT is the cost of reaching a thousand
readers of the publication in question

CPRP= Cost of spot
------------------------ X 1000
Program rating

Share of Voice : SOV
A measure of media weight distribution
As a % of the total GRPs delivered by the category

A more reliable measure of relative weights because:
Measures a parameter that directly links media to TG
Smooths out differences in media buying among brands in
category
Share of Expenditure: SOE
A relative media weight
As a % of the total advertising expenditure of the
category

Share of Market: SOM
5W + 1H = Media Plan
What is Media Planning?
A Simple Equation