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Watch Your Weight. Magazines buck the trend. Media supply and consumer demand 2000 - 2005. % Change. Source : Advertising Association. Ad expenditure on consumer magazines (£m). Source: Advertising Association. Recent PPA research reports. Source : Advertising Association.

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Watch your weight

Watch Your Weight.


Magazines buck the trend

Magazines buck the trend.

Media supply and

consumer demand

2000 - 2005

% Change

Source : Advertising Association


Ad expenditure on consumer magazines m

Ad expenditure on consumer magazines (£m)

Source: Advertising Association


Recent ppa research reports

Recent PPA research reports


Watch your weight

Source : Advertising Association


Watch your weight

Source : Advertising Association


Billetts experience in measuring magazine effectiveness

billetts experience in measuring magazine effectiveness

Watch Your Weight

“We have often been unable to discern a specific uplift (and therefore payback) from Magazine spending”

David BridgesCEO, billetts marketing sciences


Billetts experience in measuring magazine effectiveness1

billetts experience in measuring magazine effectiveness

Watch Your Weight

“This is typically because spend is small in comparison to other media”

David BridgesCEO, billetts marketing sciences


Watch your weight1

Watch Your Weight

Top 20 magazine brands

20 adult GRPs

per ad. week

30 Target GRPs

per ad. week

Source: NMR Multimedia Jan-Dec 2004, NRS (excludes newspaper supplements)


Watch your weight2

Watch Your Weight

Top 20 TV brands

156 adult TVRs (30”)

per ad. week

Source: NMR Multimedia Jan-Dec 2004, DDS


Watch your weight3

Watch Your Weight.

Top 20 magazine brands

600 adult GRPs

per year in 2004

900 Target GRPs

(colour pge)

per year in 2004

Source: NMR Multimedia Jan-Dec 2004, NRS (excludes newspaper supplements)


Watch your weight4

Watch Your Weight

Top 20 TV brands

7000 Adult TVRs

per year in 2004

Source: NMR Multimedia Jan-Dec 2004, DDS


Watch your weight5

Watch Your Weight

100 magazine campaigns reviewed.

Average number of ratings delivered per week = 8 GRPs


Watch your weight6

Watch Your Weight

“STAS and Recency thinking demonstrates that short-term scheduling issues (intensity and reach levels) are critical determinants of advertising effectiveness.

Media scheduling practice may be more the cause of any magazine effectiveness weaknesses than any reason of consumer response”

John Billett, billetts


How could we plan

How could we plan?


How could we plan1

How could we plan?

  • In Television, newspaper and radio planning we can identify and locate with

  • acceptable precision, when and where exposure takes place.

  • Timing of exposure, weekly or monthly coverage/reach dominates media

  • thinking (“Recency planning” –ads. work best close to purchase), but is rarely

  • applied to magazines.

  • In magazines we have been unable to locate the timing of exposures,

  • especially when they can occur months after publication date.

“Boxes are arranged to fill the space on the flowchart rather than scheduled to deliver messages”

Erwin Ephron, ANA print forum 2003


How could we plan2

How could we plan?

Source : NRS Accumulation Study 2004


How could we plan3

How could we plan?

  • CategoryReachWeeks

  • TV Weeklies 100%1

  • General Weeklies92%2

  • Women’s Weeklies85%2

  • Monthlies50%4

  • 70%6-7

  • 90%12-13

Source : NRS Accumulation Study 2004


How could we plan4

How could we plan?

  • Accumulation data allows us to plan magazine weight on the basis of: -

  • How readers read - not as how publishers publish.

  • Weekly and monthly ratings

  • Weekly and monthly reach


How could we plan5

How could we plan?

TV delivers significant weekly weight to influence consumers during their purchase cycle.

400 Ratings

74% cover

5.4 OTS

Source : BARB


Plan a as publishers publish

Plan A as publishers publish

How could we plan?


Plan a as readers read several black holes

Plan A as readers read – several “black holes”

How could we plan?

GRP’s

Weeks

Source: NRS


Plan b as publishers publish

Plan B as publishers publish

How could we plan?


Plan b as readers read

Plan B - as readers read

How could we plan?

GRP’s

Weeks

Source: NRS


Plan b as readers read has a black hole when ad tracking took place

Plan B - as readers read - has a “black hole” when ad. tracking took place.

How could we plan?

Ad. Tracking

GRP’s

Weeks

Source: NRS


An example of what we mean abc1 25 44 women

An example of what we mean.ABC1 25-44 Women

30 ratings per week


Sample schedule construction

Sample Schedule Construction.


Abc1 25 44 women 4 week 30 rating campaign

ABC1 25-44 Women – 4 week 30 rating campaign.

26 insertions

54% cover

@ 3.0 ots

164 ratings

93% of cover

delivered within

6 weeks.

87% of ratings

delivered within

6 weeks.

Weekly delivery

23% @ 1.3 ots

Monthly delivery

48% @ 2.6 ots


Sample schedule construction1

Sample Schedule Construction.


Abc1 25 44 women 12 week 30 rating campaign

ABC1 25-44 Women – 12 week 30 rating campaign.

74 insertions

79% cover

@ 5.9 ots

466 ratings

99% of cover

delivered within

14 weeks.

89% of ratings

delivered within

14 weeks.

Weekly delivery

23% @ 1.3 ots

12 wk delivery

77% @ 5.0 ots


Watch your weight

How could we plan?

The more emotive aspects of the magazine medium are still relevant.

Actively chosen

Shared attitudes, values and interests

Actively consumed

Reader relationship


Watch your weight

How could we plan?

The true power lies in the fact that both are true!

The scale and delivery of broadcast

with

the flexibility and targeting of narrowcast.


Watch your weight

Our Conclusions.

  • Reconsider and increase advertising weights in magazines

  • .

  • Plan ratings exposure as the reader reads

  • Plan for and deliver significant impacts each week

  • This will….

  • Make measuring magazine effectiveness easier

  • Improve Return on Investment

  • Create immediate and not just deferred sales effects


Thank you for your time

Thank you for your time.


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