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Media strategy

Media strategy. Reach Unduplicated exposures – gross impressions Number of different people exposed to the message Frequency Average number of exposures How many times audience is exposed to message. Media strategy. Best frequency Outdoor, newspapers, magazines Best Reach

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Media strategy

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  1. Media strategy • Reach • Unduplicated exposures – gross impressions • Number of different people exposed to the message • Frequency • Average number of exposures • How many times audience is exposed to message

  2. Media strategy • Best frequency • Outdoor, newspapers, magazines • Best Reach • Network advertising, magazines • Best combination • Radio

  3. Media strategy • Calculating cost efficiency • Cost per thousand (CPM) • How much it costs to deliver 1000 gross impressions • How much to reach 1000 listeners, viewers, readers, households, etc.

  4. CPM Cost of Schedule Gross Impressions X 1000 = Cost Per Thousand 2 spots @ $8.00 each 1 reaches 4500 QHP 1 reaches 3500 QHP

  5. CPM • 4500 + 3500 = 8000 gross impressions • 2 spots @ $8 = $16 – cost of the schedule • $16÷ 8000 = • .002 • .002¢ per person • X 1000 = 2.00 • $2 per 1000 QHP

  6. CPM

  7. CPM 200 ÷ 50000 = .004

  8. CPM

  9. CPM 354 ÷ 177000 = .002

  10. Waste circulation • Reaching people who are not the desired audience • Demographics = age, gender, income • Psychographics = “lifestyle”

  11. Audience research • How we know the size of the audience reached • Rating = percentage of all possible viewers or listeners • Share = percentage of people using media • Share is always a larger number

  12. Audience research 100% All possible viewers or listeners

  13. Audience research 100% TVHH

  14. Audience research Not viewing HUT 50% HUT level = 50

  15. Audience research Not viewing Tuned to our spot

  16. Audience research 25% of TVHH – 50% of HUT

  17. Audience research Rating = 25 Share = 50

  18. Audience research terms • Gross ratings points • Average quarter hour people (QHP)

  19. Audience research • Began in the 1920s with radio listenership • Archibald Crossley personal interviews • C. E. Hooper – Hooperatings– personal • A. C. Nielsen • Diaries • Audimeter

  20. Audimeter

  21. A.C. Nielsen • Now only television ratings • Use diaries, audimeters and “people meters” • Meters used for “overnights”

  22. A.C. Nielsen terminology • Total survey area (TSA) • Designated market area (DMA) • Every county in the U.S. assigned to a DMA • Metro survey area (MSA)

  23. Market areas TSA DMA/ADI MSA DMA/ADI TSA

  24. Arbitron • Radio research • Dairies • Developing the “personal people meter” (PPM)

  25. Arbitron terminology • Total survey area (TSA) • Area of Dominant Influence (ADI) • Every county assigned to an ADI • Metro survey area (MSA)

  26. Problems in audience research • Poor return rates of diaries • Absenteeism – controlled by PMs • Hyping • What does “listening” or “viewing” really mean as it relates to advertising?

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