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C3 RatingsCommercial-to-program retention—any surprises?
Nick at Nite: 95.69%
Hallmark Channel: 94.03%
The Weather Channel: 92.7%
Cartoon Network: 92.30%
ESPN: 91.22%
CBS: 88.12%
Content Wraps Saatchi, Zenith and Toyota partnered with The
CW Network, D.C. Comics, and Warner-Brothers Studios to develop a customized experience
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The Core Concepts
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Reach: % of audience exposed at least once.
Frequency: # of times a person sees it, on average.
Effective reach: % of people who’ve seen it 3+ times (or more).
Frequency distribution: Exactly how many see how often.
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Who am I?
Repeat it, repeat it, repeat it.
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What media concept is Mr. Evans a fan of?
Because frequency is an average
…it can be misleading
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Frequency Distribution
Quintile Frequency
Top 20% 30
20% 9
20% 8
20% 2
Bottom 20% 1
Frequency Distribution
Quintile Frequency
Top 20% 30
20% 9
20% 8
20% 2
Bottom 20% 1
Principle
There will always be some wastage at the top and bottom. Your job is to minimize it.
GRP’sGross rating points--Weight/Tonnage
Add all the ratings of all programs
Easier way: Reach X Frequency
Plan has a reach of 60%
Plan has an average frequency of 5
Total GRP’s=?
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CPMCost X 1000/Audience
Cost per thousand
Ad cost=$1,000
Audience=100,000HH
CPM=?
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Worksheet Practice
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Scheduling StrategiesTiming strategies: When to advertise?
Seasonality, holidays, days of the week, time of day
Lead time: time between thinking about purchase and purchasing; also refers to production time to get an ad in a medium
Duration: How long? Advertisers can’t afford to cover the entire year If the period is too short, the message may not
have sufficient impact If the period is too long, the ads may suffer from
wearout
Continuity: How often? How advertising is spread out over the length of
the campaign Continuous strategy spreads ads evenly over
campaign period
Scheduling StrategiesFlighting strategy
Alternating periods of intense advertising activity (bursts) and no advertising (hiatus).
Pulsing strategy Advertising is intensified (peaks) before an
aperture and reduced to lower levels (valleys) until the aperture reopens; bursts of activity.
Where to spend your money.Geography
CDI: Category Development Index
% of sales/% of population
BDI: Brand Development Index:
% of brand sales/% of population
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IF…There is a CDI of 122 and you have a BDI of 87,
what does it mean?
There is a CDI of 95, and you have a BDI of 116, what does it mean?
Should you spend more money (“heavy up”) in high or low BDI markets?
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Some Final Thoughts on Broadcast
Back to the Future
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The Wonderful World of Disney
Mutual of Omaha's Wild Kingdom
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Bewitched Chevrolet
Bewitched Quaker
Product Placement
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Product Placement vs. Product Payment
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Media Industry TrendsEngagement
The captivating quality of media to grab and hold attention.
Brand Touch PointsMerchandising and co-op.
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Video SnippetHasbro sends one cohesive
message through several media to drive sales.
Branded Content-Absolut
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The Central Role of Media Research
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Functions of a Media Buyer
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Creative ExecutionAssignment and Rubric
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Media Planning Trends Unbundling Media Planning and Buying
Agencies media departments have become separate, independent profit centers and can work for the agencies’ competition, and compete with agencies for the planning function.
Online Media Buying Goggle's Adwords and eBay’s Media Marketplace are
selling Internet advertising online. Zimmerman (advertising agency) sells advertising
online for a number of media including print, radio, direct mail, in-store ads, and the Internet.
New Forms of Media Research Online media research (hits and clicks) don’t measure
impact. Traditional media monitoring systems don’t address new
ways media is used and systems like TiVo and interactive TV.
Most media research measures independent media, not the effectiveness of combined media.
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