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MEDIA

MEDIA. Media Planning. It is basically the process involved in answering a client’s question : “ What are the best means of reaching out and communicating to the prospective customers of my brand ?”. TV Plan. Channel Prog Day/Time Dur Rate Spots Cost

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MEDIA

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  1. MEDIA

  2. Media Planning • It is basically the process involved in answering a client’s question : “ What are the best means of reaching out and communicating to the prospective customers of my brand ?”

  3. TV Plan Channel Prog Day/Time Dur Rate Spots Cost X A Mon/2100 30 100 4 400 B Tue/2100 30 200 4 800 C Wed/2100 30 300 4 1200 Y D Thu/2100 30 400 4 1600 E Fri/2100 30 500 4 2000 F Sat/2100 30 600 4 2400 G Sun/2100 30 700 4 2800 Plan Total 28 11200

  4. Print Plan Publ. Lang Freq Circl. Edition Size Col/BW Ins Rate Cost A Eng Dly 50 All 100 cc BW 4 100 400 B Hin Dly 60 All 100 cc BW 4 150 600 C Eng Dly 40 All 100 cc BW 4 200 800 X Ben Mnly 100 Cal FP Col 1 250 250 Y Tam Fnly 20 Mad FP Col 2 300 600 Z Tel Wkly 10 Hyd DS Col 4 200 800 Plan Total 19 3450

  5. Evolution of Media Function : The front end Insignificant part of a full service agency : Till TV (TRP) Significant part of a full service agency : Till Zee TV Critical part of a full service agency : Since Zee TV Beginning of media unbundling : Since recession (CMB/AOR) Unbundling of agency : Since Carat Media Service = Independent Business : TODAY Media specialists in Europe From:3% in 1980 To:67% in 1997

  6. Some Basic Concepts

  7. Reach The total number of different people who have been exposed to the campaign

  8. Frequency The no. of times the audience gets exposed to the campaign

  9. Average Frequency/OTS The average number of times the target audience was exposed to the campaign

  10. Media weight • The product of reach and frequency is known as GRPs. • GRP is a measure of the media weight delivered by a media plan

  11. Media Research

  12. Socio-Economic Classification - Urban • A demographic indicator designed by the Market Research Society of India to reflect purchase behaviour. • It is based on 2 parameters - Education and Occupation of the Chief Wage Earner of the Household. • The SEC of the HH determines the SEC of the family members. • SEC A1+ is one category which also has an income filter (Rs 10,000 + per month).

  13. Broad SEC Classification - Urban SEC By Education By Occupation A1 Grad & Post Grads B/I/SEP/Officer &Execs (General & Professional) (Sr & Mdl) A2 Grad & Post Grads Shop ownrs, Sup Level, (Professional) Ofiicers & Execs (Jr Lvl) B1B2 SSC+ < Grad Skld wrkrs, Petty Trdrs, Clerk,Salesmen C Schooling 5-9 yrs Skld wrkrs, Petty Trdrs, Clerk,Salesmen D Schooling upto 4 yrs Skld/Unskld, Petty Trdrs, Clerks,Salesmen E Illiterate Skld/Unskld, Petty Trdrs,

  14. Socio-Economic Classification - Rural • A demographic indicator designed by the Market Research Users Council • It is based on 2 parameters - Education of the Chief Wage Earner of the Household and the Type of House • The SEC of the HH determines the SEC of the family members.

  15. Broad SEC Classification Grid - Rural SEC By Education By Type of House R1 Some College but not Grad., Pucca Grads & Post Grads R2 SSC/HSC Semi Pucca R3 No formal school, Semi Pucca Schooling upto 9th Std R4 Illiterate Kuchha

  16. Databases Used by PlannersPrint

  17. Readership & Circulation • NRS - National Readership Survey • IRS - Indian Readership Survey • Product profiles - Data on product and brand usage • ABC - Circulation figures

  18. Some Definitions Urban & Rural Classification According to the Census of India 1991, the following criteria were adopted for treating a place as urban : 1. All statutory towns, i.e., all places with a municipality, corporation, cantonment board or notified town area committee, etc. 2. All other places which satisfied the following criteria : - A minimum population of 5000 - At least 75% of the male working population engaged in non-agricultural pursuits, and - A density of population of at least 400 per sq km Contd..

  19. Some Definitions (cont’d) Urban & Rural Classification 3. Apart from these, the outgrowths of cities and towns have also been treated as urban. All areas not identified as Urban, are classified as Rural

  20. Some Definitions (cont’d) Household - A person living alone or a group of persons staying together & sharing food from the same kitchen CWE - The member of the family who makes highest contribution to the HH income MHI - The sum of income of all members of the family Housewife - The female or the male member of the HH who is chiefly responsible for HH tasks and decides what should be purchased for the HH, for products such as soaps/ toothpastes, etc.

  21. Some Definitions (cont’d) Literate - A person who can with understanding do both - read & write in any one language. It is however not necessary that he should have received formal education in a school. Avg issue –readership The estimated no. of people who have read any issue of the publication within a specified time interval which is equal to periodicity of the publication. Eg.A person would be counted in the average issue readership of outlook if he/she has read outlook in the last one week

  22. Some Definitions cont’d) Claimed Readership : No. of people who claim to have read a publication with a frequency greater than zero

  23. The National Readership Survey Conducted by National Readership Studies Council - Advertising Agencies Association of India - Audit Bureau of Circulations - Indian Newspaper Society • NRS has been strictly an Urban survey • 6 NRS studies have been conducted till date. • From 1995, it was decided to make it a once in 2 years survey • From 1997 plans are to make NRS a 6-monthly survey and would also cover rural areas like the IRS (MRUC). Covers 12+ age group as against 15+ age group in NRS.

  24. Television

  25. Television Reach NRS V NRS VI Total HHs 449 L 486 L TV HHs 270 L 336 L TV Penetration 60% 69% C & S HHs 93 L 150 L C & S Penetration 34% 45%

  26. Television HHs - Changing Scenario Growth over Change in NRS V Absolute Nos. Total HHs 8 % 38 L TV HHs 24% 66 L C&S HHs 62 % 57 L Col TV HHs 43% 33 L Remote HHs 105% 35 L Over 50% of the new TV HHs added over NRS V have colour TV sets and remote controls

  27. C&S Penetration NRS V NRS VI SEC A 48% 61% B 39% 51% C 33% 42% D 29% 38% E 21% 31% Total 34% 45% C&S Penetration has grown across the board

  28. C&S Penetration NRS V NRS VI Pop strata 25 L 31% 47% 10-25 L 38% 41% 5 - 10 L 34% 40% 1 - 5 L 31% 42% < 1 L 40% 47% Maximum growth in 25 L+ towns

  29. C&S Penetration Zone Total West 52% South 60% East 31% North (Less UP/Raj) 38% UP/Raj 27% South & West are very clearly Satellite markets

  30. C&S PenetrationSEC ABC HHs C&S Penetration States High Maharashtra, Gujarat, MP, TN, (50% +) AP, Karnataka Medium Orissa, Haryana, Punjab, (45-50%) Chandigarh, HP, Delhi Low North East, Bihar, West Bengal, (30 - 40%) Rajasthan, UP, Kerala

  31. Colour TV, B/W TV, Multiple TV sets... NRS V NRS VI TV HHs 270 L 336 L Multiple TV HHs 3% 4% Colour TV HHs 29% 33% B/W TV HHs 71% 67% Remote Control HHs 12.5% 21%

  32. Remote Controls % of TV HHs with RC SECNRS V NRS VI A 32% 46% B 16% 28% C 8% 17% D 5% 10% E 2% 5% Total 13% 21% 67% of all remotes are in AB HHs

  33. Print

  34. Print Reach

  35. Print Reach

  36. General Interest Magazines - English All India Top 8 Metros Index Index Adult Popln 100 100 Exposed to Press 45 54 Expsd to Eng Mags 8 13 India Today 100 100 The Week 21 26 Sunday 16 19 Frontline 16 19 Outlook 9 22 India Today still the undisputed leader

  37. Women’s Magazines - English All India Top 8 Metros Women Index Index Index Adult Popln 100 100 100 Exposed to Press 45 54 32 Expsd to Eng Mags 8 13 5 Femina 100 100 100 Woman’s Era 80 81 94 Savvy 22 30 23 Society 18 23 14 Cosmopolitan 13 22 9 Femina & Women’s Era are way ahead of the others

  38. Women’s Magazines - Hindi All India Top 8 Metros Women Index Index Index Adult Popln 100 100 100 Exposed to Press 45 54 32 Expsd to Eng Mags 8 13 5 Grihashobha 100 100 100 Sarita 56 50 45 Grihalakshmi 39 38 36 Meri Saheli 38 28 39 Manorama 33 22 33 Grihashobha continues to lead

  39. Film Magazines - English All India Top 8 Metros Index Index Adult Popln 100 100 Exposed to Press 45 54 Expsd to Eng Mags 8 13 Stardust 100 100 Filmfare 98 113 Cine Blitz 30 26 Movie 22 32 The battle is between Stardust and Filmfare

  40. Business Magazines All India Top 8 Metros Index Index Adult Popln 100 100 Exposed to Press 45 54 Expsd to Eng Mags 8 13 Business India 100 100 Business Today 85 87 Business World 48 49

  41. Radio

  42. Radio Reach NRS V NRS VI SEC A 47% 35% B 46% 33% C 45% 31% D 41% 29% E 34% 24% Total 42% 29% A dramatic fall for Radio

  43. Radio Reach NRS V NRS VI Top 8 metros 44% 35% 10 - 25 L 42% 29% 5 - 10 L 40% 28% 1 - 5 L 40% 27% < 1 L 40% 26% Total 42% 29% Radio reach has dropped across all town classes

  44. Cinema

  45. Cinema Reach TownclassNRS V NRS VI 25 L + 61% 52% 10 - 25 L 66% 55% 5 - 10 L 68% 52% 1 - 5 L 66% 54% < 1 L 58% 46% Total 62% 51% Contrary to popular belief Cinema Going is still on the decline

  46. Cinema Reach NRS V NRS VI SEC A 69% 61% B 67% 57% C 64% 52% D 62% 49% E 56% 43% Total 62% 51% Cinema Reach has declined across SEC categories

  47. INTAM - Current Status Reporting 21 centres - Bombay - Jalandhar - Delhi - Nasik+Solapur+Aurangabad - Calcutta - Vishakhapatnam - Madras - Vijaywada - Bangalore - Hyderabad - Ahmedabad - Lucknow + Kanpur - Pune + Nagpur - Madurai + Coimbatore - Bhopal + Indore

  48. Peoplemeter Types Tuner Substitution These meters work by substituting the tuner inside the TV set with their own tuner. Thus these meters have a direct control over what is happening on the TV set Tuner Monitoring Monitoring meters work by placing a small antenna-like probe near the tuner inside the TV set to detect the channel being viewed. Picture Matching Meters that capture the picture on the TV set which is later matched with the pictures collected at the master control station.

  49. Calculation of TRP- The Diary Method Suppose there are 150 Diary HHs in Kanpur 30 people indicate in the diary that they watched Boogie Woogie Therefore the TRP for Boogie Woogie : (30/150 )x100 = 20 100 people indicate that they watched the Sunday Hindi Film Therefore the TRP for Hindi Film : (100/150)x100 = 66.6

  50. Calculation of TRP- The Peoplemeter Method Universe : 10 people (A,B,C,D,E,F,G,H,I,J) Programme : Kasauti Zindagi Ki telecast at 8.30 - 9.00 pm Duration : 30 minutes Viewership of KZK Viewer Start Time End Time Minutes Watched A 8:30 8:40 10 B DNW - - C DNW - - D 8:46 8:50 4 E DNW - - F 8:30 8:35 5 G DNW - - H DNW - - I DNW - - J 8:33 8:58 25

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