3. What should you know after this part1. Able to explain why
media agency need data2. Able to describe what type of data we
have3. Able to describe main principles of key media researches in
Czech republic4. Able to explain what is advertising monitoring5.
Able to explain why we need single-source data3
4. Why do we need data? Analysis of the market (competition,
media consumption 1 & media performance, position of the brand
etc.) 2 Media planning (4W whom, where, when, what) 3 Media buying
performance & value of the campaign Evaluation - measurement of
campaign results & impact 4 (media & business)
5. Not only media data Segmentation Media Reporting research
Advertising Marketing monitoring research DATA Others Tracking
(wheather, studies illness, ...) Business Data analysis
Optimisation metrics (sales , SOM, etc.) Modelling
6. What types of data do we work with? Monitoring Declaration
Measurement
7. TV audience measurement in CR Name of the project: TV
Projekt Provider: Mediaresearch (since April 29th 2002) Owner of
the data: Association of TV Broadcasters (ATO) Measuring of the
audience of all TV channels in the household Representative sample
- panel 1.833 households (1.650 households in daily reported data)
Ongoing replacement of panel (25% / year) Measuring includes also
large sociological research - Continual Research, which provides
continual monitoring of changes in TV population (9 000
households/year) Measuring Equipment - TV meter, GSM / GPRS data
transmission technology Data contain information about TV audience
with an accuracy of 1 second Daily data are available every morning
by 9:00 am Information about individuals are continuously
supplemented with information about their lifestyle and consumer
behavior from Lifestyle Survey (LSS)
8. Measuring Equipment
9. Outputs - ExampleAnalysis of time development of rating
& share 1.12.2012
10. PRINT audience measurement in CR Name of the project: MEDIA
Projekt Provider: Median & StemMark Owner of the data: Czech
Publishers Association (UVDT) National research on readership of
print media and television audience in the Czech Republic, in which
are included all the major titles of newspapers and magazines &
selected television stations Representative sample - 25.000
respondents per year (12.500 respondents in each wave of reported
data) face to face interviews with computes (CAPI) Continuous
collected throughout the year and is divided into 4 stages
(quarter) - quarterly periodicity of results
11. Outputs - ExampleTop 5 Dailies by Readership16% AA 15+ 20%
M 15+14%12% 15%10% 8% 10% 6% 4% 5% 2% 0% 0%18% W 15+16%14%12%10% 8%
6% 4% 2% 0% Source: Median, Media Projekt Q1-Q2 2012
12. RADIO audience measurement in CR Name of the project: RADIO
Projekt Provider: Median & StemMark Owner of the data:
Association of communication and media organizations (SKMO)
National research on listenership of radio media in the Czech
Republic, in which are included all the major radio stations
Representative sample - 30.000 respondents per year (15.000
respondents in each wave of reported data) telephone interviews
with computes (CATI 28.000 resp.) + F2F - 2.000 resp. interviews in
households without telephone Continuous collected throughout the
year and is divided into 4 stages (quarter) - quarterly periodicity
of results
13. Outputs - Example15 Minute listenership level of Top 5
stations 400 Rdio Impuls 350 Frekvence 1 300 Evropa 2 Ro 1 -
Radiournl 250 Rdio Blank 200 150 100 50 0 Source: Median, Radio
Projekt, Q1-Q2/2012
14. INTERNET audience measurement in CR Name of the project:
NETMONITOR Provider: Mediaresearch & Gemius Owner of the data:
Association for internet advertising (SPIR) NetMonitor is an
extensive research project aimed to gather information on internet
audience in the Czech Republic as well as socio-demographic profile
of Czech internet visitors The NetMonitor research is realized via
combination of methods: measurement on the server side
(site-centric) as well as on the user side (user centric) Internet
audience monitoring takes place on the side of monitored server
(site- centric) and collects information about all visitors to the
server. Site-centric technology is based on Javascript codes
embedded into monitored pages. Socio-demographic research of
visitors is realized on a panel (sample of visitors) of Czech
internet users. The panel consists of 2 parts: Pop-up panel which
collects information by showing pop-up questionnaires on
participating websites and NetMonitor panel which uses a local
application, NetSoftware, installed on individual NetMonitorPanel
members computers. The resulting Joint panel comprises ca. 30.000
people and reports unified data
16. Advertising Monitoring in CR Name of the project:
Advertising Monitoring Provider: Admosphere Provides
comprehensively review the volume and structure of advertising
investments & trends in various segments All monitored figures
are according actual price lists - GROSS Data have two parts:
independent (TV, newspapers) and declarative (radio, OOH, Internet)
collection Includes advertising creative which has been published
in the media (print, television, internet, radio, OOH PRINT: over
400 newspapers and titles with other periodicity TV: CT1, CT2, CT4,
CT24, Nova, Nova Cinema, Prima family, Prima COOL, Prima love,
Ocko, TV Barrandov, selected station of At Media RADIO: declared
campaigns from sources Media Master, RRM, MMS, Direct INTERNET:
range of media according to the project AdMonitoring (monitoring
provided by MEDIARESEARCH) OOH: Outdoor, Indoor, Instore, Cinema,
OOH TV
17. Output example Top advertisers 800 1-6/2011 1-6/2012 700
600 500in mio CZK 400 300 200 100 0 NOTE: Producers are sorted by
total media investment in 1-6/2012 Source: Admosphere
18. Outputs ExampleCompetitive analysis
19. Single source data in CR Name of the project: Market &
Media & Lifestyle TGI CR Provider: Median Key survey for
defining consumers habits, lifestyle and media consumption across
all media covers hundreds of products and services and thousands of
brands Representative sample - 15.000 respondents per year (7.500
respondents in each wave of reported data) face to face interviews
with computes (CAPI) and self-complete part Continuous collected
throughout the year and is divided into 4 stages (quarter) -
quarterly periodicity of results
20. Output exampleMarket segmentation
21. Market media researches we use Strategy Detailed ROI /
postMedia research planning planning buyAdvertising monitoring TV
projekt (TV) Mediaprojekt (PRINT) Radioprojekt (RADIO) Netmonitor
(INTERNET) MML (TGI) media & consumer behavior &
lifestyle(all media incl. BTL) MDS, Datamedia (database of all
media) ABC print circulation audit RS foto photo database of
billboard and bigboardposters Union of movie distributors cinema
attendance
22. Market media software we useAnalyses of MML Detail print
and Peoplemeters Competitive data Strategic plan data, radio
planning, Print media data analyses. monitoring. reach
curves,Mediaproject, reach estimates, database. ATS, viewership,
optimization,Radioproject, price lists viewing. shares, TV channel
split.Netmonitor. behavior.Advanced Detail plan analysis: factor
detail TV planning,analysis, cluster optimization.analysis,
Analysis - TV post buys
23. Exercises
24. Exercises for you1. Which company provides advertising
monitoring?2. What methodology is used for MediaProjekt?3. What
methodology is used for RadioProjekt?4. What is the size of sample
of MediaProjekt?5. How many households are in the panel of TV
Projekt?6. Which basic areas of questions in MML data do you
know?7. Can you shortly describe main principles of TV Projekt?8.
If we talk about declared data in connection with advertising
monitoring, what does it mean?9. Please explain shortcut ATO. Which
members does it have?10. Can be different figures about readership
of print media from MML and MediaProjekt for the same target
groups?11. Why do media agencies need data?
25. Exercises for you12. What is the type of prices in
advertising monitoring?13. Who is the provider of MML-TGI data in
the Czech republic?14. How often do we have new data from MML,
MediaProjekt & RadioProjekt?15. How often do we have new data
from TV Projekt?16. What does it mean the term single-source
data?17. What is the accuracy of data from TV Projekt?
26. Media indicators
27. What should you know after this part1. Able to explain all
media indicators (GRPs, TRPs, Affinity Index, OTS, ATS, Frequency,
Share, SoV, SoS, )2. Able to explain reach curves and why we need
them3. Able to calculate with media prices (GROSS, NET, NETNET,
CC)35
28. Rating Percentage of the population that was affected by
the advertising message. It is stated as a percentage of the target
group or in the thousands. Also viewership of TV programme,
readership of printed media or listenership of radio. The sum of
the ratings of the campaign builds an overall campaign GRPs. Target
Group (e.g. 12-24, HW with kids, 15+) People from TG which saw TV
spot Only part of the whole TG (%) = rating
29. RatingTop 10 programmes, November 2012, TV NOVA Source:
ATO-Mediaresearch
30. Rating in % 10 20 30 40 50 70 60 0 6:00-7:00 15+ 7:00-8:00
8:00-9:00 4-14 9:00-10:00 10:00-11:00 15-54 11:00-12:00 55+
12:00-13:00 13:00-14:00 M15+ 14:00-15:00 TV Viewership During the
Day 15:00-16:00 Time 15+ 16:00-17:00 17:00-18:00 18:00-19:00
19:00-20:00 20:00-21:00 21:00-22:00 22:00-23:00 23:00-24:00
24:00-25:00Source: ATO-Mediaresearch
31. ATS (Average Time Spent) Average time spent with consuming
of specific media (television, radio, internet), expressed in
seconds It shows how much time viewers / listeners / visitors spent
with watching TV, listening to radio or visiting the websites in
average 3:39 3:36 3:36:07 3:33 3:30 3:27:41 3:27 3:26:35 3:25:53
ATS [hh:mm] 3:24 3:21 3:18 3:17:01 3:20:24 3:18:52 3:15 3:12
3:14:10 3:09 3:06 3:03 2005 2006 2007 2008 2009 2010 2011 1-8 2012
Source: ATO-Mediaresearch
32. TV share Share of the television audience. It refers to a
certain time and a certain target group. It is the proportion of a
TV channel or a TV program on the overall viewed time in % - it
gives the sum of 100% Is calculated only from the audience who is
viewing TV at that time Source: ATO-Mediaresearch
33. GRP = Gross Rating Point Cumulative viewership in the
population; in the buying target group Sum of GRP = GRPs of the
whole campaign Variable that is used to describe the reach of
campaign in the broad target group - usually "everyone 15 +"
(individuals older than 15 years). Target group "everyone 15 +" is
considered as a equivalent of population with purchasing power in
the Czech Republic, so it is used as a universal widest audience
This value is expressed as as the sum of ratings, ie. ratings of
individual ads in the campaign in a wide target group GRP points
are used to calculate the prices of television campaigns. TV
station provides the price of one item and then the advertiser pays
the price for the truly addressed the audienceTRP = Target Rating
Point Cumulative viewership in the specific target group The
relationship between GRP and TRP describes affinity index
34. GRPs, TRPs Example 1. spot 2. spot 3. spotPart of TG in %
which saw TV spot in average = 20 25 10 rating of the spot Gross
Reach = 55 = Gross/Target Rating Points (GRPs/TRPs)
35. TV implementation planExample .
36. GRPs, TRPsPrice of TV campaign Commercial break (10 GRPs)
TV spot (11 TRPs) Number of GRPs is calculated for the whole
commercial break Number of TRPs is calculated for individual TV
spot The client pays for 10 GPRs Affinity Index of the spot is 1,1
(11 TRPs/10 GRPs)
37. Not a GRP as a GRPDifferent quality of informationTVGRP =
"accurately" measured viewership of specific TV break/spot in the
targetgroupPRINTGRP= declared readership of print title in which
the insertion was placed in thetarget group for the period of data
collectionRADIOGRP = declared listenership of a specific
quarter-hour of radio station, where thespot was placed in the
target group for the period of data collectionINTERNETDifferent
definition for different type of advertising. E.g. GRP for banner
advertisingshould be based on impressions ([number of imp.* % from
visitors 15+/size of TG15+]*100), GRP for video adv. should be
based on average viewership it issimilar to TV GRP
38. Affinity Index Affinity Index describes the suitability of
a particular advertising media (TV, newspapers, etc.) for the
target group, for the campaign It shows how specific target group
consumes the media in comparison with the general population
(usually Adults15 +) Affinity Index = TRPs/GRPs The higher the
affinity, the more suitable medium is for reaching specific target
groups. Typically affinity greater than one indicates that the
medium is suitable for use in the campaign (target group is
watching it relatively more than the population). BUT: It is not
always possible to achieve a higher affinity than one. For example,
teenagers generally watch less TV, so affinity index of TV barely
reaches 1.00 in younger target groups. But even though the TV
campaign makes sense - for its wide reach.
39. Affinity IndexExample Denk Sport reads 3.4% in the
population of people (men and women) aged 15 years and over Among
men aged 15 years and more we find 6.5% of men who read the last
issue of Denk Sport Affinity Index for Denk Sport is equal to 6.5%
/ 3.4% = 1.9. Men read Denk Sport relatively more than the
population Affinity Index Target group Population 1,91 Readership
of Denk Sport: 6,5% : 3,4% OR 191
40. Affinity Index & Price effectivity By optimization of
affinity (i.e. selecting media or programmes with the highest
affinity to the target group) lower price for reaching the target
audiance can be achieved GRPs (Adults 15+) 500 TRPs (Adults 25-40)
600 Affinity Index (TRPs : GRPs = 600 : 500) 1,2 CPP (for buying
TG) 15 000 K Total budget (CPP x GRPs = 500 x 15 000) 7 500 000 K
Price for 1 TRPs (Budget : TRPs = 7 500 000 : 600) 12 500 K Also
CPP : afinita = CPTRP (cost per target rating point)
41. Reach | Net Reach The part of the target group (expressed
in thousands or in%), which was exposed to the advertising
communication at least once (max. 100%) Net Reach is not equal to
the sum of the ratings (= Gross Reach), but its value 1st spot 2nd
spot is somewhere between the (rating 20%) lowest rating (in our
(rating 25%) example 20%) and the sum of all ratings (45%). Net
Reach = 32% Duplicate viewers
42. Reach & Frequency percentage of the target group that
was exposed to the advertising communication with 61 a certain
number of times (1x, 2x, 3x ...) 45 Reach example: Reach 45% @ 2 +
means that 45% 39 (%) of people from the target group saw the spot
at 33 least twice 24 campaigns are optimized for a certain 16 9
"effective" frequency (e.g. 3+) 4 example: requirement to launch
campaign = 0 1+ 2+ 3+ 4+ 5+ 6+ 7+ 50% at a frequency of 3 + (Reach
50%@ 3+)
43. Average frequencyOTS/OTH Opportunity to see/Opportunity to
hear It indicates the number of times a member of the target group
reached by campaign had a chance to see advertising messages in
average during the campaign or a certain period The words "had a
chance are very important. OTS expresses only theoretical
possibilities see the advertising. It tells us nothing about
whether the viewer saw the advertising or not It indicates the
overall intensity of the campaign Gross Reach (GRPs, TRPs) OTS =
Net Reach
44. GRPs, Reach, FrequencyGeneral help to increase Reach or
FrequencyThe same level of GRPs Reach OTSExtending into more
daypartsBuying the same programmesUsing more TV channelsBuying only
some days during a week
45. Example
46. the campaign is builtfrom 3 spots
47. Spot A Spot A TRPs = 50 Reach = 50% Average Frequency =
50/50 = 1Rating = 50%
48. Spot A Spot B Rating = 50% Rating = 60%Spot A & BTRPs =
110Reach = 80 %Average Frequency = 1,4
49. Spot A Spot B Rating = 50% Rating = 60% Spot CSpot A &
B & C Rating = 50%TRPs = 160Reach = 90 %Average Frequency =
1.8
50. Building the reachReach curves & histogram, Ads 20-40,
ABCReach % TRPs
51. Building the reachReach curves combination of TV channels,
Ads 20-69, ABC, internet usersReach % TRPs
52. Reach surfacesReach surfaces combination of TV channels,
Ads 20-69, ABC, internet users500 TRPs
53. CPP & CPT CPP (Cost per Point) price for the reach of
one percent of the target group, ie the price for 1 GRP it is used
especially for TV buying (we paid for reach of buying target group,
i.e. Adults15 + in 2012) example: TV campaign has 300 GRPs for TG
15+, TV channel set the price for 1 GRP at 20.000 CZK (= CPP)
budget of the campaign= 6.000.000 CZK CPT (Cost per Thousand) price
for the reach of 1 thousand people from the target group it si used
for evaluation and comparison of effectiveness of different media
example: full page of magazine X costs 159.000 CZK, 1 edition hits
50.000 persons from the target group, i.e. CPT = 159.000 : 50 =
3.180 CZK CPP x 100 CPT = Size of TG in 000
54. From the price list to the invoiced amountGROSS (Rate-card)
price that is offered by media according to the valid price list
including surcharges (per color, per 100 000 K location, etc.)NET
-20% = 80 000 K GROSS negotiated discounts (quantity, etc.)NET NET
NET 15% agency commission -15% = 68 000 KCLIENT COST NET NET +
agency fee for providing services +1.5% = 69.200 K Final price that
is invoiced to the client (usually without VAT)
55. Competitive analysisShare of Spend (SoS) share of media
investment of the brand from total investments of selected segment
in a given periodShare of Voice (SoV) share of GRPs of the brand
from total number of GRPs of selected segment in a given period
(only for TV)Media / Channel Mix share of media investment (or
GPRs) in different media or TV channels in one campaign, for the
client or selected segmentDaypart Split share of media investment
(or GPRs) in different parts of days in one campaign, for the
client or selected segment (only for TV)
56. Competitive analysis
57. Exercises
58. Exercise for youAt what value of affinity, we can say that
the campaign is successful?
59. Exercise for youHow many people can see TV spot on TV Prima
which has 1 GRP (Tolerance+- 5000 people)?
60. Exercise for youIn which case has GRP and reach the same
value?
61. Exercise for youPlease, calculate the number of TRPs, REACH
& frequencies and draw therearch curve. Target group: 10 people
1 spot 2 spot 3 spot
62. Exercise for youHow would you defend TV spot during the
night in your TV plan where isminimal TV viewership?
63. Exercise for youMay it happen that the campaign has higher
frequency 3+ then reach andwhy?
64. Exercise for youIf the TV spot has 24 TRP for the target
group Women 18 +, how many womenfrom this target group was reached
the spot (ie, what is its reach)?
65. Exercise for youSpot reached 21% of the target group M18 +
(Men over 18 years). How manyTRPs had the spot for this TG and what
was the frequency 2 +?
66. Exercise for youThe campaign had two TV spots. The first
had 12 GRPs and 15 TRP, thesecond had 20 GRPs and 27 TRPs. What is
the maximum possible reach ofthis campaign in its target group and
what is the maximum level of frequencyof 3 + of the campaign?
67. Exercise for youThe campaign is planned with 1000 GRP in
buying TG, affinity for the targetgroup Ads 20-40, ABC is 1,1. What
is the expected reach in this target group?What is the value of
frequency 3+? Please find the answer with reach curves.
68. Exercise for youClients monthly campaign had 474 TRPs (Men
25-45 ABC) with an averageaffinity 1,2 towards buying audience.
What is the CPP in NET for buyingaudience if it was invoiced to the
client CZK 3.525.375 (Client Cost) andagency fee was 5% from NET
NET?
69. Exercise for youWhich agency fee is higher: 2.5% from NET
or 3% from NET NET? Calculateit for the client with the budget of
CZK 1.000.000 in Net.
70. Exercise for youWhich agency fee is higher: 2.5% from NET
or 3% from NET NET? Calculateit for the client with the budget of
CZK 1.000.000 in Net.
71. Exercise for youHow many GRPs had the campaign for which
the client paid CZK 4.050.000(Client Cost), when the agency fee was
5% from the NET price and NET CPPfor buying TG was 8.000 CZK?