AMIC's Media Guru

Ask the Media Guru

*Note that this is a moderated question and answer forum.

The Guru answers questions about media planning, media buying, media research and media management. Answers usually appear on the Guru answer page within one or two days.

To obtain the Guru's best answers to your queries:

  • Please state your questions using complete sentences, being as specific as possible.
  • Use your return key to prevent text from scrolling out of the visible typing area.
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You may search the "Guru Archives." to see if the Guru has recently answered a question similar to your own.

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Enter your question here:


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Wednesday, December 28, 2005 #7073
Can you tell me how to calculate reach/frequency without a software program? We have the TRPs, daypart mix, and I'm sure we can find out population estimates for the demo. Thanks for your help.

 

The Media Guru Answers(Wednesday, December 28, 2005 ):
You need a computer with software such as that offered by Telmar.

The calculation is extremely complex. For example, in print, as input, you need average issue audience, duplication between issues of the same publication and duplication between each possible pair of different publications. These must be combined using a complex formula such as the Beta Binomial function. There are variants of this formula, which might be preferred, depending on media type and other variables.

 


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Tuesday, December 27, 2005 #7072
My question is in regard to "retail planning." I work in my company's marketing/promotions department, and we are trying to figure out when the best time would be to start "pitching" sponsorship/promotional opportunities to potential clients in the retail industry. Some of the seasons we're looking at is "Back to School," Mother's day, and the holiday season. How long in advance should these opportunities be presented? 4-5 months? I'm sure it varies by client, but we're looking to get a general sense of timing, so we could approach the client before they make any final decisions on advertising allocations. Thanks for your help.

 

The Media Guru Answers(Friday, December 30, 2005 ):
You need to find out the planning cycles of your prospects. Some may plan annually, some seasonally. Some may do their annual plan in December, some in August

 


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Tuesday, December 20, 2005 #7071

 

The Media Guru Answers(Sunday, December 25, 2005 ):
A trestle is a railroad bridge over a road. This extremely wide horizontal unit fits the road-facing side of that structure.

 


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Thursday, December 15, 2005 #7069
Hi Guru. My question is regarding broadcast (TV) negotiations for a new client in the las vegas DMA (which I'm not familiar with). I have the rates client paid last year, along with station shares/rtgs/pvts for all relevant timeperiods in last four books: nov04, feb05, may05 and jul05. The stations don't have Nov05 in their computers yet, so they didn't send me rtgs/share/pvts for Nov05. Should I use May05 shares to negotiate 2006 annual rates?

 

The Media Guru Answers(Friday, December 16, 2005 ):
Seems like Nov ought to be available by now, but use May conditioned on Nov being reasonably close when available. You'll be buying GRP anyway.

 


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Friday, December 09, 2005 #7068
I am trying to evaluate two non-traditional media opportunitites: advertising on the back of a box of cereal (with virtually the entire back panel devoted to the ad) and advertising on a soda can (the ad would be approx 1.5" x 2.5"). Any suggestions on a method/thought process for determining the value of each of the spaces? In particular, what traditional media opportunities would you compare these to? As you determined impressions, would you count one per package or would you allow for multiple impressions, particularly in the case of a cereal box, which would be viewed multiple times?

 

The Media Guru Answers(Friday, December 09, 2005 ):
Interesting question. The Guru agrees that the soda can will generate one impression and the cereal box several. The vendor should be able to tell you how many occasions of use the relevant cereal box enjoys, or if you want to be strict, how many family members, on average, use the a box.

As a comparison to traditional media, it's somewhere between newspaper (read once, dispose) and outdoor in a familiar location.

 


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Monday, December 05, 2005 #7067
For print, I have the newspaper circulation and the # of insertions, how do I calculate impressions?

 

The Media Guru Answers(Tuesday, December 06, 2005 ):
If you just want housheold impressions, it's circulation X number of insertions. If you want demographic impressions, you need to multiply this result by the relevant RPC (readers per copy).

A great deal of general RPC data is available at The Newspaper Advertising Association

 


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Monday, December 05, 2005 #7066
I have ratings nad impressions for TV, how do I calculate the target Universe?

 

The Media Guru Answers(Tuesday, December 06, 2005 ):
Ratings = Impressions ÷ universe.
Therefore, Impressions ÷ rating = universe.
Keep in mind that rating is a percentage, so treat it as a decimal fraction.

 


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Sunday, December 04, 2005 #7065
Dear media guru, Good day! We'd like to know any upcoming seminars related to media research,strategic planning within Asia please. Thanks.

 

The Media Guru Answers(Friday, December 09, 2005 ):

 


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Friday, December 02, 2005 #7064
Is there a basic list available of every form of advertising vehicle measured or not?

 

The Media Guru Answers(Sunday, December 04, 2005 ):

 


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Friday, December 02, 2005 #7063
do you know where I might find media"props" that would help me demonstrate the overwhelming media messages we consume on a daily basis

 

The Media Guru Answers(Sunday, December 04, 2005 ):
Finding pictures of ads and media vehicles should be possible in 100's of places on the web. Before you get too caught up in the "thousands of daily media messages" hype, keep in mind that we are only awake about 1000 minutes per day, and at least 75% of the time in primary media, like broadcast, is not media messages.

 


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Friday, December 02, 2005 #7062
Is there a resource to find time spent per medium?We're trying to make a case for increasing spending online other than usage quintiles. Thank you guru.

 

The Media Guru Answers(Sunday, December 04, 2005 ):
Many resources provide these data. A relatively inexpensive choice is a reference like TV Dimensions or Magazine Dimensions from Media Dymnamics, Inc.

 


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Wednesday, November 30, 2005 #7061
Guru, when a local media property or station is promoting itself to the business community or media buyers, is there a rule of thumb that says promoting % reach or the number of viewers/readers/listeners is more effective? Thanks for any words of wisdom.

 

The Media Guru Answers(Sunday, December 04, 2005 ):
The only clear rule the Guru knows for these cases is: more is better.

 


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Tuesday, November 29, 2005 #7060
grp formula

 

The Media Guru Answers(Sunday, December 04, 2005 ):
It depaends on what data you have to begin with. It could be:
  • Impressions ÷ population, or
  • Average rating X number of ads, or
  • Sum of ratings of all ads, or
  • reach X frequency

 


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Tuesday, November 29, 2005 #7059
reach versus frequency

 

The Media Guru Answers(Sunday, December 04, 2005 ):
Number of people who see an ad versus average number of times these people see an ad

 


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Tuesday, November 29, 2005 #7058
For b-b publications I have looked at TNS/CMR for competitive media data. Their publication list is not as complete as I would like it to be. Are there any other services that would be more comprehensive in the trade publications or do I just have to contact the publications themselves?

 

The Media Guru Answers(Sunday, December 04, 2005 ):
The Guru believes this is the most complete B2B comper=titive resource. You can also exp.lore Nielsen Monitor Plus and Competitrack

 


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Wednesday, November 23, 2005 #7056
Good day! We are preparing a training module for one big beverage client. Appreciate much if you can share a list of pertinent topics you think would interest a client. Thanks.

 

The Media Guru Answers(Wednesday, November 23, 2005 ):
Use the Guru's Parts of a Media Plan as an outline.

 


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Tuesday, November 22, 2005 #7055
dear media guru: give detail about cpm nd cprp

 

The Media Guru Answers(Wednesday, November 23, 2005 ):
Go to the Guru Archives Search Engine. Use "cpm or cpp " as your search terms.

 


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Monday, November 21, 2005 #7054
What are the basic factors I should consider to project an increase of share market? Specifically I was requested to provide the incremental media dollars to increase from a 12%SOM to an 18%SOM in the South Florida hispanic market?

 

The Media Guru Answers(Wednesday, November 23, 2005 ):
Start with
    Share of voice
  • % SOM increase desired
  • SOM of other brands
  • # of brands
  • Projected spending of competitors
  • Geographic opportunities
.

 


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Sunday, November 20, 2005 #7053
Hi.I was the one who raised question about correlation between awareness and share of voice last Nov 18. I wish to have deeper understanding about the underlying principles and how-to-dos of ideentifying relationship between share of voice to awareness level. Would appreciate if you have both theoretical explanations and concrete examples. Best regards.

 

The Media Guru Answers(Wednesday, November 23, 2005 ):
Theoretically, more advertising or a greater share of the advertsing in a category will increase ad awareness at least, and of brand awareness as well.

The correlation is demonstrated by observing the measures of these two factors or the change in the measures at various points in time and performaing a statistical correlation analysis. This analysis is readily performed in MS Excel, for example.

 


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Friday, November 18, 2005 #7052
what are the "VTM", "RTL" and "JIM TV" networks?

 

The Media Guru Answers(Saturday, November 19, 2005 ):
VTM and JimTV seem to be Belgian networks.

RTL exists in Croatia/Hrvatska and Germany plus Luxembourg, the Netherlands and maybe more.

 


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Friday, November 18, 2005 #7051
Can you direct me to any available research on the difference in recall between :10 second tv and :15 second tv?

 

The Media Guru Answers(Sunday, November 20, 2005 ):
Try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. ARF materials will also be available through American Association of Advertising Agencies and Association of National Advertisers.

 


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Friday, November 18, 2005 #7050
Dear media guru: Good day! I am preparing a correlation analysis between awareness and share of voice. could you kindly share some guidelines. if for example, the awareness survey was done in May 2005, what period should I use for calculating share of voice? Is past 6 months valid? Thank you.

 

The Media Guru Answers(Sunday, November 20, 2005 ):
This is a judgement call. Since you are using a static awareness measure, you can easily look at share of voice for a range of recent periods, if they differ. Why not latest 3 months, six months, and a year?

 


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Wednesday, November 16, 2005 #7049
When you are asked to make a statement on "How to Buy media right"...how would you answer...thanks

 

The Media Guru Answers(Sunday, November 20, 2005 ):
For a short pithy answer:

Carefully examine all media objectives, strategies and tactics. Then get the best price for the buy that best meets all these goals.

 


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Tuesday, November 15, 2005 #7048
Please let me know if there are any info available on 'copy wear-out' especially on TV?

 

The Media Guru Answers(Tuesday, November 15, 2005 ):
The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. ARF materials will also be available through American Association of Advertising Agencies and Association of National Advertisers.

 


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Monday, November 14, 2005 #7047
We are building a plan with 2 different targets considered and the media planner is adding up and mixing the TRP's of each target group for a grand total. I learned that you cannot add them all together because they are percentages of different universes, am I correct?

 

The Media Guru Answers(Tuesday, November 15, 2005 ):
Yes, you're correct.

 


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Monday, November 14, 2005 #7046
Is there a web site where I can obtain the televison HH poplulation as well as demo population by market? thanks

 

The Media Guru Answers(Tuesday, November 15, 2005 ):
You can buy the information at Nielsen

 


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Saturday, November 12, 2005 #7044
Hi, i want to know the cost of: having a one week game on contest to win .com ...its a 2 minute game...? advertising a half page black and white ad in femina ? not front or back page... black and white half a page ad in grihshoba and manorama? having t, not to do tourhe smallest size display shelf at lifestyle lowerparel for keeping glasses and plates? thank you

 

The Media Guru Answers(Sunday, November 13, 2005 ):
Contact the vendor. The Guru is about how-to, not doing your work for you.

 


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Friday, November 11, 2005 #7043
Dear Guru ,how can i calculate 5+ reach with in a given GRP and universe for a TV PLAN.May be it depends on the program and channel mix but I want to know the basic calculation ,plz

 

The Media Guru Answers(Sunday, November 13, 2005 ):
You need a computer with software such as that offered by Telmar.

The calculation is extremely complex. For example, in print, as input, you need average issue audience, duplication between issues of the same publication and duplication between each possible pair of different publications. These must be combined using a complex formula such as the Beta-binomial function. There are variants of this formula, which might be preferred, depending on media type and other variables

 


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Thursday, November 10, 2005 #7042
What are the differences between research currently available for the Hispanic market compared to the general market? What are the reasons for these differences?

 

The Media Guru Answers(Sunday, November 13, 2005 ):
The research has become quite comparable. Nielsen for TV for TV, Arbitron for radio, Simmons and MRI for magazines and product usage, Scarborough and The Media Audit for local markets, comScore for online all measure very much the same things the saem ways for the Hispanic and General Market.

 


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Thursday, November 10, 2005 #7041
Hi, I require a stat on the effectiveness or impact of total mass marketing (i.e 'x% of total advertising breaks through the clutter'). Any help would be most appreciated!

 

The Media Guru Answers(Sunday, November 13, 2005 ):
That's too nebulous a datum. How would you define or measure "breake through the clutter?"

 


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Monday, November 07, 2005 #7040
Dear Guru- I'm interested in finding out who can help me with Text Messaging marketing, whereby users can opt-in to receive information directly to their cell phone. For example, People Magazine says "Text the word "JOIN" to 72276 and get daily updates on celebrity news." Your prompt response is VERY appreciated.

 

The Media Guru Answers(Sunday, November 13, 2005 ):
There are many vendors. Try Marketing Vox

 


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Friday, November 04, 2005 #7039
MG, In searchinhg the Guru archives, I found your answer from (Thursday, May 23, 2002) regarding Media Mix where you describe a graph showing TV + Print vs TV only. The graph does not show up in the archives. Is there any way I can access this graph?

 

The Media Guru Answers(Sunday, November 13, 2005 ):
The Guru doesn't find the answer you reference on that date.

 


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Wednesday, November 02, 2005 #7038
How much will approximately cost to open a new media planning/buying service in Florida considering all media source info. and systems for the hispanic market?

 

The Media Guru Answers(Sunday, November 13, 2005 ):
Could be a few hundred thousand, depending upon the resources you need. Nielsen, Arbitron, Simmons or MRI, Scarborough or The Media Audit, comScore or NetRatings plus processinbg software, mapping ssytems, etc should come to around $200,000 to start.

 


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Wednesday, November 02, 2005 #7037
What media planning/buying system is available in Florida and how approx. are the rates for those systems?

 

The Media Guru Answers(Sunday, November 13, 2005 ):
Try eTelmar. Cost varies according to modules and volume.

 


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Wednesday, November 02, 2005 #7036
Dear Guru, Can you please direct me to find the definitions or differences among the followings terms Brand Equity, brand essence, brand value, brand personality. It might not be related directly to media. However, I am hopeful that you can give me a guidelight. Thank you very much

 

The Media Guru Answers(Sunday, November 13, 2005 ):
These are idiosyncaratic terms, used by various prefessionals and academics in various ways. Start with marketing sites like NetMBA

 


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Tuesday, November 01, 2005 #7035
Where can I quickly find average household income by DMA?

 

The Media Guru Answers(Sunday, November 13, 2005 ):
Get it by metro at The US Census for no cost. Otherwise you'll need to pay at a site like Geoscape.

 


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Thursday, October 27, 2005 #7034
Hi Guru. We are running an online promotion with an enter at store element. Our client has asked us about projected response rates. Any advice?

 

The Media Guru Answers(Sunday, October 30, 2005 ):
This depends on the offer, the power of the promotion and the availability of stores at which to enter. Try Direct Marketing Association (DMA) for further info.

 


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Thursday, October 27, 2005 #7033
What are the typical stardards in evaluating a Direct Mail piece as a media opportunity? Is there a standard rule of thumb for an average CPM?

 

The Media Guru Answers(Sunday, October 30, 2005 ):
The key elements for a DM piece are the offer, the creative and the quality of the list. Only the last is a "media" decision.

The CPM combines the production cost of the piece including postage and the cost per thousand of the list. Production and postage will be the greater costs. A highly selective list might cost $100 per thousand, while the production and postage could be upwards of 50 cent a piece ($500 per thousand).

 


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Tuesday, October 25, 2005 #7032
DEAR GURU ID LIKE TO KNOW HOW DO WE CALCULATE THE TV INFLATION (TERRESTIAL TV STATIONS)

 

The Media Guru Answers(Sunday, October 30, 2005 ):
(Current rate ÷ past rate) - 1

 


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Friday, October 21, 2005 #7031
Dear Guru, I would like to ask you something about print campaigne for the one client/deodorant/.The ad will be published in female magazines.Is it better short time campaigne with large frequency during one month than long time campaigne with small frequency during two or three months? Thank you in advance.

 

The Media Guru Answers(Saturday, October 22, 2005 ):
As with all media decisions, it depends on the marketing goals.

If you are introducing a new product and want a relatively quick consumer reaction before deciding how to proceed, a brief, heavy campaign might suit your needs best.

If you are sustaining an established product which sells continuously and benefits from "being there" (recency) whenever a consumer is making a purchase decision, a lower level of extended presence might be best.

Careful review of the product's market position and goals should lead you to the right answer to your question.

 


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Wednesday, October 19, 2005 #7030
What would tv reach and frequency be over a 3 week period in Chicago with 4stations on buy and total A35+grps of 165.0?

 

The Media Guru Answers(Wednesday, October 19, 2005 ):
Visit eTelmar

 


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Wednesday, October 19, 2005 #7029
Where can I get a sample of broadcast TV playlist?

 

The Media Guru Answers(Wednesday, October 19, 2005 ):
Go to any broadcaster's website and look at a "programming" page.

 


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Wednesday, October 19, 2005 #7028
Dear Guru, I am desperately trying to find out TODAY how television CPM rates vary across global regions (US/EMEA/Asia/SO. Amer.) and/or countries. Any suggestions?

 

The Media Guru Answers(Saturday, October 22, 2005 ):
SQAD provides US pricing. Ask them who does the same job in the other regions in your query.

 


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Monday, October 10, 2005 #7027
Dear guru, I would like to know which are the top professional bodies that a media planner can belong to worldwide (i.e something akin to CIM UK etc). Thanks

 

The Media Guru Answers(Saturday, October 15, 2005 ):
The Guru does not know of many worthwhile such organizations. In fact, the ones that come to mind are media research organizations, such as Media Research Club of Chicago. For participation in active industry media committees, you may be eligible through your organization's participation in the The Advertising Research Foundation or American Association of Advertising Agencies or Association of National Advertisers.

 


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Friday, October 07, 2005 #7026
Hi, Guru. I am trying to show a client that buying cable is more efficient than network TV in a large Metro market, ie. Chicago. I've determined the client's service area is 19% of the DMA. 1) Is it fair to compare reach and frequency of 2 schedules? 2) When comparing number of impressions in client's service area, can I use 19% of total impressions of broadcast TV and 100% impressions on cable (assuming all cable zones fall in service area)? 3) Can I consider 81% of the impressions on broadcast TV waste? Any other suggestions or advice on the best way to show to compare the two is appreciated. Thanks in advance Guru.

 

The Media Guru Answers(Saturday, October 08, 2005 ):
Apparently your premise is that the client's entire service area is 19% of one DMA. The Guru doesn't understand how such a client could possibly consider network TV at all. But,
  1. Yes, you can compare two schedules
  2. If you are talking about broadcast spot TV rather than network, yes, roughly 19% of broadcast, vs 100% of cable "counts." A more precise measure of this should be available through Nielsen.
  3. Yes, similarly, 81% of the DMA broacast coverage is "waste."

 


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Friday, October 07, 2005 #7025
Although a senior citizen, I am also a student and am attempting to assist my media person daughter. Her advertising agency insists that she does not contribute to revenue for the company. I say she is like an insurance adjuster in a brokerage house, coming up with the best repair price. If she does a poor job, the client suffers. If she places well, she obtains value-added and improved runs for her client. Question: how may we present graphic and other data to prove that good media buying contributes to overall ad agency revenue and ultimately greater profits? Thank you for this service. You contribute ideas that serve this profession so well. Digby Clarke

 

The Media Guru Answers(Sunday, October 09, 2005 ):
Obviously, media services are part of the offerenigs of a full service agency and typically underappreciated.
  • When an agency charges 15% commission, many feel that 5% is the part for media.
  • If a client came only for creative and production services, they would pay an average of 5% for a la carte media planning and buying.
  • An agency with good media offerings is able to present media case studies and success stories that contribute to new business wins.
Admittedly, many clients are better able to appreciates creative than media, and shy away from numbers. But an agency management committed to good media also knows the danger of bad media service.

 


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Tuesday, September 27, 2005 #7023
Hi Media Guru: I have a couple of quick questions in regards to delivery thresholds. Is there any studies done on delivery thresholds in the sense of over deliverying on cable buys. Recently we over delivered by 25% in a cable buy. We (planners)believe this is this due to our buyers presenting us with low CPMs (which is obvious). However our client is concern about this and they are inquiring whether their is a standard on how high you should over deliver. Thanks

 

The Media Guru Answers(Saturday, October 01, 2005 ):
The usual broadcast standard is +/- 10%. In media which have less stable measurement, like cable, one might increase this spread to +/- 15%. Keep in mind that "less stable" includes variations under as well as over, so the range need not increase very much.

 


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Friday, September 23, 2005 #7022
how does Simmons Hispanic Survey compare with MRI Hispanic Survey in terms of reliability, best representation of ethnic population, etc.

 

The Media Guru Answers(Sunday, September 25, 2005 ):
Visit the Hispanic areas of MRI and Simmons web sites for details. Simmons Hispanic sample is larger, hence more reliable.

Simmons has had a Hispanic study longer. Both studies now simply include Hispanic as a demographic sub-segment within their basic national study, making it easy to compare Hispanic vs non-Hispanic behavior.

 


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Thursday, September 22, 2005 #7021
How do I evaluate websites, in general, and specifically for my residential real estate clients?

 

The Media Guru Answers(Sunday, September 25, 2005 ):
Typical standards for evaluating websites include number unique visitors, demographics of visitors, interests of visitors, and relevance of site content.

More subjectively, evaluation of site appearenace, ease of navigation and other, judgemental factors apply.

Real estate issues fit within both of these categories.

 


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Thursday, September 22, 2005 #7020
How do I determine the best media vehicle(s) for a real estate client that is marketing a mid-rise condominum?

 

The Media Guru Answers(Saturday, September 24, 2005 ):
The Guru is confident that there would be no product-user media research as specific as "mid-rise condominium."

MRI, Simmons and The Mendelsohn Media Research Affluent Study deal with media choices for broader real estate behavior.

However, Sunday newspapers commonly have such ads, as do local magazines in resoirt and retirement areas.

 


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Tuesday, September 20, 2005 #7019
If the ad was the first time it was published in a magazine... when should you expect a response? What is the minimum frequency before you can expect a reaction for first time advertisment?

 

The Media Guru Answers(Tuesday, September 20, 2005 ):
If the ad is direct reponse and you expect a 2% response overall, then you would see some response almost immediately; as soon as a few hundred impressions have been delivered.

 


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Tuesday, September 20, 2005 #7018
If your ads are more branding than a call-to-action, what is the frequency before you can expect a response?Is there a rule about it taking three times before they ever really consciously notice? If so what is it called?

 

The Media Guru Answers(Tuesday, September 20, 2005 ):
FIrst you need to define "response." If ads are branding, what response do you expect? A change in attitudes or intent to purchase which is measurable in a survey?

The Guru would allow 8 to 13 weeks for a significant change and measure against a control market or other control scenario.

 


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Monday, September 19, 2005 #7017
What's the minimum frequency you can have before you can expect a reaction from a magazine ad in a trade publication?

 

The Media Guru Answers(Monday, September 19, 2005 ):
One will do it, three is better. The power of the ad matteres a lot.

 


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Monday, September 19, 2005 #7016
What is the earliest response you could get from a magazine ad in a trade publication?

 

The Media Guru Answers(Monday, September 19, 2005 ):
The "earliest" would be a day or two after the mailing date.

 


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Friday, September 16, 2005 #7015
Our client is new to online arena. They would like to test the effectiveness of the medium vs newspaper. They would like to have one scenario with just newspaper, another with just online, and a third with online and newspaper. Any advice in determining which markets make the most sense to conduct the analysis.

 

The Media Guru Answers(Saturday, September 17, 2005 ):
What may be hardest is to find sites that can serve a single market or deliver the majority of their impressions in one specific market. Sites like these are often ones belonging to local news media. Othere are specifc types of shopping sites, such as restaurant info, for example MenuPages.com for New York city restaurants. After that, markets can be picked using the usual test comparison bases.

 


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Friday, September 16, 2005 #7014
what is banana marketing

 

The Media Guru Answers(Saturday, September 17, 2005 ):
As a media term, this is unfamiliar to the Guru. There is a website by this name, but that appears to be simply a marketing firm's site.

 


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Wednesday, September 14, 2005 #7013
Unfortunately CARD only covers print, similar to SRDS here in the states. Wondering what broadcast media planners in Canada use for rate projections like SQAD provides here in the states.

 

The Media Guru Answers(Saturday, September 17, 2005 ):
SQAD themselves might have the answer.

 


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Wednesday, September 14, 2005 #7012
We have been ask for a point of view on industry magazines. The client's market is heavy B to B with a small amount of consumer marketing for appearance and support of the B to B portion. Can you help me on finding the pro's and con's of business publications?

 

The Media Guru Answers(Saturday, September 17, 2005 ):
We must first distinguish between "business publications" and "industry publications." Forbes is a business publication, Oil and Gas Journal is an industry publication in the energy field.

When a marketer is interested primarily in a specific industry, e.g. selling petroleum-specific piping to oil producers, then industry publications provide a low-waste means of communicating with prospects. Because not everyone in an industry reads specific trade journals, broader but less targeted business publications can add reach albeit less efficiently.

The authoritative editorial environment of industry publications is considered more supportive of industry-specific messages

 


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Tuesday, September 13, 2005 #7011
Are there syndicated sources in Canada roughly equivalent to the US's SQAD? If not, how do media planners in Canada forecast spot TV and radio costs?

 

The Media Guru Answers(Tuesday, September 13, 2005 ):

 


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Tuesday, September 13, 2005 #7010
I have a client whose target audience consists only of Insurance Brokers. I am planning a print campaign and need to justify it to the owner who wants to know only the ROI. I have one weekly business publication and two trade pubs in three markets. I also only have the circulation numbers and nothing else. What is the best way to calculate reach and frequency with this information? Can I also figure the percentage of awareness from these numbers?

 

The Media Guru Answers(Saturday, September 17, 2005 ):
In trade publications, circulation tends to be heavy among qualified readers, pass-along is often minimal. A conservative audience estimate is audience = circulation. Again, because of this distibution pattern, issue-to-issue cume is minimal. As far as duplication between titles, random probability is a safe estimate, but may be a bit high.

Reach becomes a maximum measure of awareness; you need to estimate the required frequency which generates awareness as well. Ad Awareness can't exceed reach.

 


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Monday, September 12, 2005 #7009
Who is Justin Quinn?

 

The Media Guru Answers(Monday, September 12, 2005 ):
Google gives many results for Justin Quinn, none that seem to relate to media; nor is the name familiar to the Guru.

 


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Monday, September 12, 2005 #7008
what are grp

 

The Media Guru Answers(Monday, September 12, 2005 ):
Click here for over 300 past Guru responses about GRP

 


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Monday, September 12, 2005 #7007
Do you have demographic information on current coupon users?  Both online and in print.  Or can you direct me to a resource that would provide this data? Thank you.

 

The Media Guru Answers(Monday, September 12, 2005 ):

 


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Monday, September 12, 2005 #7006
Is the process for buying national television similar to the process for buying spot television? Do you buy direct from employees of the networks or are there rep firms? Thanks for any advice!

 

The Media Guru Answers(Monday, September 12, 2005 ):
As a rule, the networks sell themselves directly. The process has significant differences from spot, especially as to commitment and guarantees.

 


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Saturday, September 10, 2005 #7005
Let's consider two markets; Market A and Market B.  Both markets have aired a TV campaign targeting A2554.  Market A is a large metro city (which has metered HH ratings), while Market B is an outer market (HH ratings non-metered), but is close in proximity to Market A.  When preparing post reports for clients, how would you apply the correct A2554 rating to Market B for a special program which aired, e.g., an Awards Show,  which isn't listed during sweeps?  I've been shown 2 ways to do this and need some clarification: a)  Utilize Nielsen NAD information and retrieve the A2554 rating from the specific zone Market B       is listed under b)  Use the following demo skew:       Market A HH rating   x   Market B HH rating  x  Market B A2554 rating                                          Market A HH rating        Market B HH rating Is either correct?  Or is the rationale I've been taught way off base? 

 

The Media Guru Answers(Saturday, September 10, 2005 ):
First keep in mind that this is an estimating procedure, not science; at some point we are inferring the behavior of one set of people from that of another set of people.Then the issue is to what degree does the special program's rating vary from regular programming in the time period.

The Guru would use this approach:

  • Collect the time period ratings for HH and A2554 in the measured sweeps before and after the Award show in Market B
  • Calculate the average of these pairs of HH and Demo ratings
  • Collect the same data and averages in Market A
  • Compare the measured audiences of the Award show in market A to the averages calculated for market A.
    THEN: Market A Award show HH rating ÷ Market A Before & After average HH rating = HH index
    Market A Award show A2554 rating ÷ Market A Before & After A2554 average rating = A2554 index

  • Mulitply the Average HH and Demo ratings in Market B by their respective indices to calculate Market B Award Show ratings.

 


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Friday, September 09, 2005 #7004
Yo G - Do you know if there are publications like SRDS TV & Cable Source and SQAD Media Market Guide for Europe. All I have been able to find relates to Print. Thanks

 

The Media Guru Answers(Sunday, September 11, 2005 ):
The Guru is not aware of publicly available international publications like SRDS' other than for print.

 


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Friday, September 09, 2005 #7003
What can you tell me about buying broadcast "scatter"?

 

The Media Guru Answers(Sunday, September 11, 2005 ):
First there is "upfront" buying, when larger deals are made before the new season with commitment s across all quarters and with specifial terms of pricing and partial "relief" or cancellation.

"Scatter" refers to smaller buys over shorter durations, made later in the year.

 


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Thursday, September 01, 2005 #7002
Hi Guru, Can you explain how you would go about correctly getting a R&F on a direct response newsletter, that would be mailed out to 300,000 people in a local market. The market size is 800,000. Would it be correct to give this newletter a coverage # of 37.5? Also if the newsletter has 4 pages, would that count as 4 insertions? My client seems to think so, but I do not. I think it would be 1 insertion. He claims that his ads are on all pages of this newsletter. Would you weight it instead? Please help. Thanks.

 

The Media Guru Answers(Sunday, September 04, 2005 ):
Assuming you are trying to estimate communications impact, the Guru's opinion is:
  1. Coverage: When a newspaper has circulation of 300,000 in a population of 800,000, it has 37.5% coverage, but there is a presumption that it is read by all 300,000.

    A presumably unsolicited direct mail piece will not be opened by the vast majority, perhaps only by 2%, and thus 2% x 300,000 ÷ 800,000, or 0.75% is a more appropriate coverage estimate.

  2. Ads on 4 consecutive pages of a four page piece would count as 1 insertion in the Guru's book, just as would a four page insert in a magazine.

 


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Monday, August 29, 2005 #7001
As a new advertising automotive sales rep at a major local newspaper, I am interested in learning the planning process so I can better relate to them during sales calls. Can you give me some direction? As a followup question, why would/wouldn't planners choose a large local paper to promote an auto dealer's sales efforts?

 

The Media Guru Answers(Monday, August 29, 2005 ):
See the Guru's Parts of a Media Plan and AMIC Bookstore (in association with Amazon.com).

Large local papers are probably the primary advertising choices of car dealers, offering the opportunity to promote several models with details and much obfuscated lease information.

But perhaps "large local" is subject to interpretation. Long Island Newsday, for example, is a large, local paper, covering three counties of the NY metro and laden with auto dealer ads. The New York Times and Daily News are larger and cover the entire metro, plus. But smaller papers than Newsday are much more local and get much less auto dealer advertising.

 


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Tuesday, August 23, 2005 #7000
MG, do you know where I can find an inexpensive average national TV ad cost per production that would be updated frequently.

 

The Media Guru Answers(Thursday, August 25, 2005 ):
Assuming you actually mean advertising media cost, not cost to produce, see SQAD.

 


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Tuesday, August 23, 2005 #6999
what is the difference between trp and grp

 

The Media Guru Answers(Thursday, August 25, 2005 ):
When both are used, TRP usually refers to specific demographic ratings while GRP referes to Household points.

 


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Tuesday, August 23, 2005 #6998
We have to run a campaign with 4 different spots. The spots are for variety products under the same brand. How is better to air them - as a separate campaigns or to mix them all together?

 

The Media Guru Answers(Saturday, August 27, 2005 ):
If the products are closley related, such as lemonade / orangeade / iced tea / fruit punch, then running together could make a stronger campaign.

If less related, such as radios, blank computer media, batteries and printer ink, then mixing might cause confusion. Targeting issues and comparability of marketing goals are also important considerations in making this decision.

 


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Saturday, August 20, 2005 #6997
Where can I find info on the written agreement signed in about '86 stating that there should be no difference between the charge to an agency and the charge to a client. I've emailed AAAA, but recieved no response. Can you give me a specific person or deptartment to contact? Thanks.

 

The Media Guru Answers(Saturday, August 20, 2005 ):
The Guru finds it hard to understand - and has spoken firmly to his staff about - the modern tendency to consider email a first and last resort, and never pick up the phone to seek information.

Phone AAAA at (212) 682-2500

 


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Thursday, August 18, 2005 #6995
Is there a difference is the "coverage" a certain newspaper has in a market vs the "penetration"?

 

The Media Guru Answers(Thursday, August 18, 2005 ):
In either case, it's the ratio of circulation to market households

 


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Tuesday, August 16, 2005 #6994
I am trying to find an organisation who might be able to help, cardesignnews.com, in its ad sales and general relationship with media buyers. We're the world’s leading automotive design media, with over half a million visits and nine million pages viewed every month with c.3,000 visits per day from car designers - more than any other media. We sell banner advertisements to various companies world wide (our readership is spread c.40% US, 30% Europe, 20% Asia, 10% elsewhere) but do not have the in-house recourses to grow sales in this area and believe that outsourcing our ad sales might be the best way forward. Have you any suggestions - where and how might I find a company who could help us? Please let me know if this area of work might be relevant to you, or otherwise if you can recommend any organizations I should contact.

 

The Media Guru Answers(Wednesday, August 17, 2005 ):
MediaPost lists internet ad sales reps.

 


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Friday, August 12, 2005 #6993
Back when I started in media (1984) I learned a way to hand-calculate combined reach/frequency. Say adding together a tv and radio schedule. I unlearned it over the years, especially when I had software that did it for me. Now I don't have the software anymore and have been asked to do a combined R/F. Do you have that formula? Thanks.

 

The Media Guru Answers(Friday, August 12, 2005 ):

 


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Wednesday, August 10, 2005 #6992
Media Guru, We have a client who in the past has typically purchased one tv station in each market that they advertise. We have recently taken over their advertising and are willing to work with one station in the new markets they are expanding into. However, here is where the problem lies. Their budgets are limited. If they're going to advertise with one station, we recommend that they at least heavy up their campaign and run 50-75 TRPs per week for the first weeks preceeding and proceeding their arrival into the market. They however are asking us to consider a plan in which they run as little as 10 TRPs per week so that they can be on the entire year. Obviously, we do not agree with this and are formulating are answers accordingly. What I was wondering is if you are aware of any research or can point us in the direction of something that may even further help our cause. Thanks.

 

The Media Guru Answers(Saturday, August 13, 2005 ):
There can be considerable value in continuity for appropriate, constant-purchase products and services, but some minimal level of activity is best. Failing that, as your client seems determined to do, flighting or using other media is probably more effective.

See Erwin Ephron on "recency" or The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. ARF materials will also be available through American Association of Advertising Agencies and Association of National Advertisers.

 


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Monday, August 08, 2005 #6991
Guru, Do advertising agencies/media buying services normally place direct response TV? Or is this normally outsourced to firms that specialize in direct response?

 

The Media Guru Answers(Monday, August 08, 2005 ):
Some do it, some outsource. Production is more likely to be outsourced than placement.

 


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Saturday, August 06, 2005 #6990
Hi MG - What are your thoughts on traditional media's frequency vs. the new theory of "engagement"? Thanks.

 

The Media Guru Answers(Saturday, August 06, 2005 ):
Engagement means "probably saw." This moves measurement from simple "opportunity to see," which is based on the traditional Nielsen style of audience impressions measurment onward to a value based on attentiveness or other adjustment that reflects whether a person in the counted audience actually was engaged in the commercial or left the room, started a conversation, etc. It's certainly not new, but is becoming more recognized. Marketers have been using such adjustments for at least 30 years to get more realistic evaluations of communications. Erwin Ephron writes about engagement.

 


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Tuesday, August 02, 2005 #6989
When there's two TG's like Primary Mothers and secondary kids for a particular Brand, when presenting TRP's for the plan in a form of a workesheet showing one plan targeting both TG's, can we add all the programme (Both mothers & Kids)TRP's and present it as a total GRP's for the plan. Is this method correct?. At the post evaluation how do you show the delivery, is it seperately by TG's or any other methods available.

 

The Media Guru Answers(Saturday, August 06, 2005 ):
NO. TRP's are percentages of specific totals, like total mothers or total kids. It's like buying 15% of the apples at the store and 50% of the sliced ham. You don't have 65% of anything.

When you have two targets which are somehow additive, such as women 18-34 and women 35-49, you can do a weighted average and calculate TRPs for 18-49.

In your case, it's simply two different groups; two totals must be presented.

 


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Friday, July 29, 2005 #6988
Hi Guru, Using a NIELSEN SYNDICATION SEVICE report given Women and Men ratings. How do you get total Adults rating?

 

The Media Guru Answers(Sunday, July 31, 2005 ):
Men rating x men's population unverse = total men viewers
Women rating x women's population unverse = total women viewers
(Total men viewers + total women viewers) ÷ (men's population universe + women's population universe) = adults rating

 


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Thursday, July 28, 2005 #6987
TV Wearout: what is more effective, to keep a weran out spot running or to have nothig on air? and why?

 

The Media Guru Answers(Sunday, July 31, 2005 ):
First you need to define wear-out. The most practical general definition is "an ad is worn out when sales decline." But for your question, the answer is an ad is worn out when it costs more to air than the value of sales it generates. Othewrwise, the Guru would say some advertising is better than no advertising.

 


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Wednesday, July 27, 2005 #6985
How to attract potential customers for information diet products and where best to advertise for information diet products.Which web sites would be the best to advertise on.

 

The Media Guru Answers(Sunday, July 31, 2005 ):
Google "diet" and see what ad-supported sites you find.

 


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Sunday, July 24, 2005 #6982
I want to now diskription of media seling, media house,advertising and newspaper

 

The Media Guru Answers(Sunday, July 31, 2005 ):

 


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Thursday, July 21, 2005 #6981
Is there a way to calculate Rtg, TRP's & Reach for media that has no surveys: Biilboards, Cinema??

 

The Media Guru Answers(Sunday, July 24, 2005 ):
One can estimate audience based on experience and judgement and build from there. But both billboards and cinema do have surveys.

Start with TAB for billboards and MovieAdvertising.com for Cinema

 


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Wednesday, July 20, 2005 #6980
internet tools

 

The Media Guru Answers(Sunday, July 24, 2005 ):
Internet measurement tools? Why can't people use full sentences? Some tools are

 


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Tuesday, July 19, 2005 #6979
Hi Media Guru If you use a sortware program like RBP to plan a radio campaign of more that one week and your input data is from a 7 day diary, is the data modeled? If it is, how is this done?

 

The Media Guru Answers(Sunday, July 24, 2005 ):
Your data isn't "from a 7 day diary," it's from hundreds or thousands of different people, each keeping diaries over different 7 day periods throughout a quarter.

 


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Monday, July 18, 2005 #6978
A client with a limited media budget has inquired about the merits of entering a market and owning one medium, rather than spreading their budget across several mediums. Is this a proven tactic to succesfully stretch a budget?

 

The Media Guru Answers(Sunday, July 24, 2005 ):
Anyone wqith the budget to "own a medium" has the budget to be visible in more than one. How do you define "own a medium?" If it's merely having the largest share in your category, that's probably not much of a tactic. If it's a share larger than everyone else put together, maybe. 50% isn't so impressive if the next guy has 40%, but may be enough against a bunch of 10% players. On the whole, the Guru prefers multi-media plans when decent schedules are affordable.

 


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Friday, July 15, 2005 #6977
I am trying to determine ratings, estimate TRP's and reach for a specific target group in Billboards (OOH media). Here is the example for one location: Location A: 50,000 daily vehicles Average persons per vehicle: 1.5 Total persons for location A: 50,000 x 1.5=75,000 Target: Men 25-34 (represents 7% of the total population-Census) Estimated Men 25-34 for location A: 75,000 x 7%=5,250 What i did, is that I assumed that 7% of the total persons passing through location A are men 25-34 Rtg M25-34: 5250/250123 (total M25-34 population)= 2.1 I am not sure if I have to apply a percentage to this rating or audience to eliminate the duplication factor. I have this formula, to eliminate the duplication, but I am not if it's right. The formula assumes that: 10% of the vehicles pass 1 time = 10 10% of the vehicles pass 2 times = 20 10% of the vehicloes pass 3 times = 30 10% of the vehicles pass 4 times = 40 10+10+10+10=40 10+20+30+40=100 40/100=40% which is my duplication factor. I apply this 40% to the Men25-34 rating for location A: 2.1x40%=0.8 is my net reach. Is this a logical assumption? If I want to determine the reach for various locations, can I sum the net reach for each location and have a total reach?

 

The Media Guru Answers(Sunday, July 17, 2005 ):
Both math and logic seem off.

If 10%, or 5,000 vehicles pass once, that's 5,000 vehicle-passings
If 10%, or 5,000 more vehicles pass twice that's 10,000 more vehicle-passings
If 10%, or 5,000 more vehicles pass 3x, that's 15,000 more vehicle-passings.
If 10%, or 5,000 more vehicles pass 4x, that's 20,000 vehicle-passings.
So that adds up to 20,000 vehicles and 50,000 passings, alright. But as soon as you decided you had 4 different sets of 10% of vehicles, you knew reach was 40% of the gross passings without the rest of the arithmetic. And, the Guru has a hard time imaginging a location that would be passed three or four times per day (in the same direction presumably) by half of the vehicles that ever pass.

 


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Friday, July 15, 2005 #6976
Dear Guru, i am a media planner with mediaReach OMD Nigeria. I would like to know what levels of GRP is desirable particularly for developing markets like Nigeria, we have clients that are asking. Secondly, should GRP's be calcuated nationally or reginally or by key market/locations in the country?Thanks.

 

The Media Guru Answers(Sunday, July 17, 2005 ):
Appropriate weight levels and their audience impact are different in every country and culture with its own media; the Guru has no expertise in Nigeria. National or reegional or local depends upon the marketing scenario.

Click here for past Guru responses about levels.

 


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Thursday, July 14, 2005 #6974
What are the "10 golden rules" of media? (mediaadvertising)

 

The Media Guru Answers(Sunday, July 17, 2005 ):
It appears that you are referring to something written or said by a specific author or expert, perhaps about planning or buying or selling. The Guru has not encountered any well know or accepted "10 golden rules" of media.

He could invent a few.

 


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Thursday, July 14, 2005 #6973
What is the difference between TVR and Reach and How do benchmark effective levels of reach?

 

The Media Guru Answers(Sunday, July 17, 2005 ):
TVR is rating. The audience size of a single program or commercial announcement, as a percentage of the populaiton universe under consideration,

TVR is equivalent to the reach of this single instance.

Reach is the net accumulation of unduplicated audience, the number of different member of the population exposed to the entire set of programs or advertsing schedule.

Click here for past Guru responses about levels.

 


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Wednesday, July 13, 2005 #6972
Hello, I am an Exec Producer for a national TV show targeting a predominantly male audience 16-35 yrs old. I am in need of a media sales person/team to sell our commercial airtime and integrated advertising opps within the show. Please advise. Thanks!

 

The Media Guru Answers(Sunday, July 17, 2005 ):
Try advertising at MediaPost and CraigsList

 


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Tuesday, July 12, 2005 #6971
Dear Guru.. I from puerto rico and i studing a master and i would like to know where can i find information about USA media, information about the diferents magazines that exist. I hope you can help me. Thanks

 

The Media Guru Answers(Tuesday, July 12, 2005 ):

 


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Tuesday, July 12, 2005 #6970
What information needs to be included in a media opportunity recommendation/analysis.

 

The Media Guru Answers(Sunday, July 17, 2005 ):
If the Guru understands your query, you need to match the facts about the "opportunity" to the objectives and strategies set for your media planning. These should include audience demographics and size, cost and the how well the nature of the opportunity creates a supportive environment for your message.

For example, a NASCAR racing program is better enviromental support for motor oil than for fine jewelry, even if it matches demographics.

 


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Tuesday, July 12, 2005 #6969
I haven't seen any squad costs for about a year or so, so maybe this question has already been answered. Are there any planning cpp's out there for :30 radio? If the cost of a :30 is around 60-70% the cost of a :60, is it logical to deduct 30-40% off the :60 planning cpp's?

 

The Media Guru Answers(Tuesday, July 12, 2005 ):
There is a patchwork of patterns. Many stations, especiually FM rockers sell "units" with :30's and :60's at the same cost others use a percentage, probably more often 80% of a :60 for a :30. SQAD is still out there, but won't solve your problem.

 


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Monday, July 11, 2005 #6968
Hi, There's are especialized publication such as magazine that reach the army. Bottom line you can place ads in those publications?

 

The Media Guru Answers(Monday, July 11, 2005 ):
For advertising to the Army, the classic of the kind is Stars and Stripes

 


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Saturday, July 09, 2005 #6967
WHAT ARE THE STEPS TO BE TAKEN TO ADOPT A STRATEGY FOR MEDIA PLANNING ?

 

The Media Guru Answers(Saturday, July 09, 2005 ):
See the Guru's Parts of a Media Plan

 


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Wednesday, July 06, 2005 #6966
One of the leading IT cOMPANIES WANTS TO ADVERTISE ON GOOGLE..CAN U PLEASE TELL ME THE APPROX. RATES THEY CHARGE AND HOW TO CONTACT THEM

 

The Media Guru Answers(Thursday, July 07, 2005 ):
Depending on the position in search results you want, and the competitiveness of your search term, rates can be a few cents to a few dollars per click.

Contact may be made at Google Ads inquiry, or (212) 624-9600 in New York City.

 


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Tuesday, July 05, 2005 #6965
Hello Guru, I am trying to find information that supports (or not) the use of Tandems (advertisement cut-downs) in the same ad pod and it's effects (positive or negative) on ad Recall. Additionally I would like to know if it makes any difference if the tandem is creatively related to the main spot, meaning must there be a dynamic continuance of the main spot, or can it be simply used to give added information that is not in the main spot? Do you have any information on this subject or is there any chance you can point me in the direction of a study that has examined the use of tandems. I am in a discussion with any agency executive that tells me that tandems make a huge difference in recall, however he has no evidence to back this up, although it has been ask for. I understand the frequency argument, however 15" tandems cost me 75% of a 30" spot. Should I try and communicate within 30" or do tandems really work that well?

 

The Media Guru Answers(Tuesday, July 05, 2005 ):
Try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. ARF materials will also be available through American Association of Advertising Agencies and Association of National Advertisers.

 


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Friday, July 01, 2005 #6964
What is the relationship between reach & frequency in the US to reach & frequency in Canada? For example, if a flight in the US has 325 GRPs and gets 38% 1+ reach and 17% 3+, how could I adjust those so they correlate to a similar flight in Canada?

 

The Media Guru Answers(Sunday, July 03, 2005 ):
There is no simple or specific relationship. Each country and each culture with its own media within a country (e.g. the US Hispanic market) have different reach curves. The different daypart cumes, rating sizes, numbers of vehicles within a medium, etc. contribute to reach derived from GRPs. It's not magic, it's generalizations from measured, consumer media behavior.

 


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Thursday, June 30, 2005 #6963
Guru, I need to explain why you can't add TV, Radio and NP TRPs together to a client. Can you please give me the best answer so I can in turn explain it to the client. THX

 

The Media Guru Answers(Sunday, July 03, 2005 ):
These numbers are just artihmetic, so of course you can add them together. TRPs merely compare the number of target ad impressiosn to the target group population, giving a boxcar quantification of the weight of adversting delivered.

At the same time, each medium generates different audience response and differet impact, so ther is reason to show each separately. It is standard in media planning to add these TRPs, but also to add narrative about the impact and role of each.

 


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Tuesday, June 28, 2005 #6962
Best way to get charter advertisers/sponsors for new on-line publication? What data must you provide to sell ad space, particularly when you are new? What studies must be done regularly to show advertisers the value?

 

The Media Guru Answers(Sunday, July 03, 2005 ):
Media buyers want know
  • What is the size of the audience?
  • What kind of people - demographic and psychographically?
  • What is the content of the site, to support advertsing messages?
The first two are the ones to support with research. Nielsen//Netratings, comScore or i/Pro are good sources for trusted audience measures.

 


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Thursday, June 23, 2005 #6961
I suspect that Yahoo and Google hold the lions share of the search impressions. Where can I find numbers that would confirm this and compare Yahoo and Google with other search engines.

 

The Media Guru Answers(Saturday, June 25, 2005 ):
Your suspiicions are correct. The two biggies hold about two-thirds of search share, skewed to Google. See "Search Ratings and Stats" at SearchEngineWatch.com

 


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Wednesday, June 22, 2005 #6960
grp

 

The Media Guru Answers(Saturday, June 25, 2005 ):
Go to the Guru Archives Search Engine. Use "GRP" as your search term.

 


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Tuesday, June 21, 2005 #6959
I am a media buyer. Can you help me find some research regarding the benefits of flighting a radio campaign. 8 week promotion, one market, budget supports 300 weekly GRPs. I am trying to decide whether or not to buy 4 weeks continuous or 8 weeks flighted (one week on, one week off, one week on...etc for 4 weeks total). Can you help?

 

The Media Guru Answers(Saturday, June 25, 2005 ):
For research reosurces, see The Radio Advertising Bureau (RAB) and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. ARF materials will also be available through American Association of Advertising Agencies and Association of National Advertisers.

 


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Monday, June 20, 2005 #6958
Dear Media Guru, I am creating a media plan to reach a very narrow audience - moms looking to buy pianos for their kids. What resources do you recommend for research on the best media options to use? The client has a limited budget but needs to advertise in major markets. Thanks! Tracy, Capstone Media

 

The Media Guru Answers(Monday, June 20, 2005 ):
Syndicated media/marketing research studies report on purchases like pianos. Cross-tabbing mothers in households that bought pianos versus usage of various media is your starting point.

Try MRI, Simmons and Scarborough.

 


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Sunday, June 19, 2005 #6957
what are the meaning of the following: program specifically tv, technical problem, event, spot, breaking news, commercial brake or advertisement?

 

The Media Guru Answers(Sunday, June 19, 2005 ):
Some of these are not media industry jargon, but everyday English:
  • Program (TV): A unit of content consisting of specific topical material, such as a news program, a situation comedy or a drama. Used broadly to refer to the collective existence of the program, rather than to a single episode. So, CBS Evening News is a program; the CBS Evening News on June 19th is an episode of this program.
  • Technical problem: typically some disruption in a station's ability to transmit, which interupts proper reception of programming or commericals
  • Event: no specific media meaning
  • Breaking news: Something deemed newsworthy, which is happening at the moment of broadcast
  • Commericial break: a scheduled interruption in the flow of programming to allow airing of an advertsing message
  • Advertisement: a marketing message presented within media

 


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Friday, June 17, 2005 #6956
Hi, Guru! How to count average number of spots (any commercial tv spots) that have been seen by an average tv viewers? Let's take - per day? Thanks in advance cez

 

The Media Guru Answers(Sunday, June 19, 2005 ):

 


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Friday, June 17, 2005 #6955
hi media guru, can pls tell me the relationship between reach and frequency and average frequency

 

The Media Guru Answers(Friday, June 17, 2005 ):
Each person reached has a specific number of exposures to the campaign (simple frequency). The phrase "reach and frequency" refers to average frequency among all thosae reached. GRPs ÷ reach = average frequency.

Or, each person reached multiplied by the frequency of that person's exposures yields a number of impressions. The sum of all impressions of all persons reached = gross impressions. Gross impressions ÷ number of persons reached = average frequency.

 


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Thursday, June 16, 2005 #6954
is there a place to track the industry average rate increases for print over the past 7-8 years?

 

The Media Guru Answers(Sunday, June 19, 2005 ):
Try The Magazine Publishers' Association. Keep in mind that such averages are fairly meaningless unless related to specific categories.

 


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Tuesday, June 14, 2005 #6952
Hi, Other Mr Erwin Ephron and John Philip Jones, is there other important players supporting the recency theory?

 

The Media Guru Answers(Wednesday, June 15, 2005 ):
Two favorite colleagues of the Guru are examples:

Walter Reichel is cited by Jones in support of his recency thinking.

Steve Fajen has an interesting take that straddles recency and effective frequncy.

 


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Monday, June 13, 2005 #6951
Hi, media guru...Have you seen any research on which medium drives the most traffic to a client's website (in this case they only sell online) I'm leaning towards internet and possibly tv. Radio not as much because you are more likely mobile and not close to a computer. Any thoughts you have are welcome. Thanks!

 

The Media Guru Answers(Wednesday, June 15, 2005 ):
Certainly, internet first. Try The Internet Advertising Bureau for some others.

 


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Saturday, June 11, 2005 #6950
Hi MG - How would you estimate cable ratings without taking numbers from the vendor? (i.e. - NCC's Fusion theory, etc.) Can you suggest any resources? Thank You.

 

The Media Guru Answers(Saturday, June 11, 2005 ):
You can find some useful data at Cable TV Ad Bureau's research page

 


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Friday, June 10, 2005 #6949
Do you know where I could find the total volume of advertising inserts printed in an average month for the US market?

 

The Media Guru Answers(Saturday, June 11, 2005 ):

 


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Friday, June 10, 2005 #6948
Please let me know what is the formula to calculate OTS of an advertisement in a print newspaper?

 

The Media Guru Answers(Saturday, June 11, 2005 ):
The Guru sees OTS used in two ways:
  • Averaage frequency of exposure of those reached, or
  • gross number of exposures of the schedule (persons exposed counted each time they are exposed)
In the latter case, audience of the newspaper times the number of ads gives OTS. In the former case, this calculation is divided by the net exposures (counting each person exposed only once) to yield average frequency of exposure.

 


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Thursday, June 09, 2005 #6947
We have put together a campaign consiting of print & television in a few spot markets. Is it possible to determine the reach & frequency for those persons who will only see the TV and only see the print? How is it possible to know who has seen only print & only TV?

 

The Media Guru Answers(Saturday, June 11, 2005 ):
  1. Calculate TV reach
  2. Calculate print Reach
  3. Calculate combined reach (presumably, you have gotten this far)
Now it's simply addition and subtraction:

Suppose you have found the following:

TV reach = 50
Print Reach = 40
Combined reach = 70.

Therefore, 20 reach points of the print are added to TV (saw only print) and 20 duplicated (also saw) TV.

Further, 30 points of the TV are added to print (saw TV only), and that same 20 points as above are duplicated.

So it breaks down to

TV only = 30 reach points
Print only= 20 reach points
saw both = 20 reach points
Total reach = 70

 


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Tuesday, June 07, 2005 #6946
Is there an industry standard when negotiating against SQAD rates that you should be able to come in 15-25% below low SQAD? As a media buyer, what's the acceptable percentage range I should be coming in at and how can I account for seasonality.

 

The Media Guru Answers(Saturday, June 11, 2005 ):
Many buyers set ranges of 15-25% below SQAD as a goal, depending on past experience and how much lead time they have, among other factors. Once you have your benchmark against SQAD, SQAD's seasonal variations are the seasonal index to apply.

 


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Tuesday, June 07, 2005 #6945
What is the least expensive way of obtaining income & purchasing habits data for business owners within a specific county in Michigan?

 

The Media Guru Answers(Saturday, June 11, 2005 ):
Try the U.S. Bureau of Labor Statistics is a good place to start. Try also Michigan state government sources

 


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Friday, June 03, 2005 #6944
Hi Guru. Can you please tell me what an "average" click through rate is for a web banner? Also what an "average" click through is for an e-newsletter ad? Thanks!

 

The Media Guru Answers(Sunday, June 05, 2005 ):
Simple (non-rich media) banners are recently averaging 0.2% click rate, see DoubleClick's Ad-serving reports

E-mail ads average 8.0%, see DoubleClicks' E-mail Trend reports

 


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Thursday, June 02, 2005 #6943
Dear Media guru, I have recently heard a lot about 'receptivity' research and I am just wondering what it is. Please give me some clue. Thank you.

 

The Media Guru Answers(Sunday, June 05, 2005 ):
Receptivity is about the state of mind of the target audience when exposed to the message. It includes the idea that a consumer is more receptive to a message about power saws when reading Home HandyMan or watching This Old House or that the consumer is more receptive to car ads when about to start shopping for the next car.

For research on the topic try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. ARF materials will also be available through American Association of Advertising Agencies and Association of National Advertisers.

 


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Monday, May 30, 2005 #6942
What the standard sustaining, maintenance and saturation GRP levels for a media buy? For what time period are these levels: one week, four weeks etc. And finally, what is your source for this information.... is it an "industry standard" or found in a textbook? Assume the client is an automobile dealer.

 

The Media Guru Answers(Monday, May 30, 2005 ):
There is no generally accepted standard. For maintenance, some like 100 GRP, probably because it's a large, round number.

It makes more sense to think in Reach and Frequency terms, i.e how much of the target gets how many messages; then the logic comes through. It makes some sort of sense to say that in maintenance, you want to reach at lease half of your target in an average four weeks (four weeks is the standard period in which to measure R&F). Ephron has said that cency theory calls for 30 reach every week for products continuously purchased. COmpetitvew pressure migh raise these figures or call for a specified minimum level of frequency. Attaining these levels can call for very different GRP levels depending on medium and daypart selection. All this too depends on what the budget will afford.

So, clearly, GRP levels are a great oversimplification.

 


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Monday, May 30, 2005 #6941
benefits of centralized media buying? plz suggest

 

The Media Guru Answers(Sunday, June 05, 2005 ):
For the advertiser, the supposed benefits are primarily better schedules and pricing based on more clout behind a more concentrated organization. For the agency, there is saving on overhead and administration, with higher level managers closer to front-lines buying.

The Guru believes the agencies' benefits are more real than the advertisers'.

 


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Thursday, May 26, 2005 #6938
I have a new client that specializes in remote control cars. Currently they are advertising in every hobbyist magazine out there. I want to tell them that this is not a smart way of spending their dollars. Are there any statistics or info that I can get to help convince the client to reallocate their dollars more effectively?

 

The Media Guru Answers(Monday, May 30, 2005 ):
There are lots of statistics in the world. But what do yu want them to prove?
  • That the buyer of remote control cars doesn't read these magazines?
  • That they read something else or find information elsewhere, like online?
  • That after "X" number of insertions you have reached everyone who reads these books, and are wasting your money?
If you don't have a hypothesis, what will statistics do?

 


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Wednesday, May 25, 2005 #6937
Thank you for your answer about internet grps(#6936). Another question would be, can we calculate reach for internet? and how about reach for a hispanic target

 

The Media Guru Answers(Wednesday, May 25, 2005 ):
Calculating reach is ususally done in one of two ways:
Using a respondent level audience measurement such as Nielsen//Netratings or comScore-MediaMetrix, one tracks the actual use by the relevant demographic within the sample against the schedule run.

More practically, one obtains a series of such measurements and builds a model, so that one can then genralize from schedules run in the future, using variable such as # of impressions, number of sites in the mix, share of page loads on the sites, etc.

The issues are what portion of the sites' reach does your schedule get and what is the duplication between sites' audiences.

For example, Yahoo might reach 40% of all those online in a month, but your buy will probably appear in less than 0.1% of all Yahoo page loads. And how many of the persons exposed to your Yahoo buy will also be exposed to your buy on MiGente.com?

Since Hispanic audience is measure by both services, the Hispanic issues are no more difficult in this scenario.

As a ballpark sort of estimate, most major sites ought to be able to tell you the number of unique visitors exposed to your schedule. This number, divided by the relevant universe will give you an estimate of reach on that site. You can combine sites' reaches by random probability unless you can get site duplication estimates from the sites.

 


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Wednesday, May 25, 2005 #6936
How do you calculate Trp's for an internet flight? Which will be the formula? I have # of Impressions and Target Unique Visitors for each site

 

The Media Guru Answers(Wednesday, May 25, 2005 ):
TRPs are the same anywhere: impressions ÷ universe.

Online, the only special issue should be whether to consider the entire universe (e.g. all Men 18-34 in the US) or only the online universe (e.g. Men 18-34 active opnline in the past 30 days, or however your research data defines the "online" cohort).

 


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Tuesday, May 24, 2005 #6934
Any case studies for brand building without using TV?

 

The Media Guru Answers(Wednesday, May 25, 2005 ):

 


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Tuesday, May 24, 2005 #6933
What is the suggested,standard proof of performance for FSIs inserted by local newspapers?

 

The Media Guru Answers(Wednesday, May 25, 2005 ):
An affidavit is the current, common proof.

 


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Tuesday, May 24, 2005 #6932
Hi MG - Now that I've moved from a large agency to a smaller one, I've found that they do not subscribe to basic research materials such as SQAD & SRDS - we do not even have the capability to even pull RANKERS. Obviously, this makes it difficult to analyze media efficiencies. Aside from asking vendors to put together their own numbers (as I would have to pull this info across numberous DMAs), are there any free online resources you can direct me to which has CPP info for both TV/RD as well as somewhere where I can pull ranker info? ANY help would be appreciated! Thank You!

 

The Media Guru Answers(Wednesday, May 25, 2005 ):
Radio & Records offers very basic radio audience ranking data. Audience and CPP data are costly commerical products and not genrally to be found at no cost.

An agency buying media regulalry in "numerous" markets needs to invest in research resources or rely on the kindness of reps. They are lucky to have hired a media pro who, at least, knows how it should be done.

 


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Monday, May 23, 2005 #6931
Hi, I want to know you point of view about what william arens says about reach & frequency

 

The Media Guru Answers(Monday, May 23, 2005 ):
The Guru has not read Arens' textbook. Available blurbs indicate it is about creative more than media issues.

 


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Monday, May 23, 2005 #6930
what is reach & frequency?

 

The Media Guru Answers(Monday, May 23, 2005 ):
Go to the Guru Archives Search Engine. Use " reach and frequency | reach & frequency" as your search term.

 


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Friday, May 20, 2005 #6929
How is SQAD information compiled?

 

The Media Guru Answers(Friday, May 20, 2005 ):
See the methodology page at SQAD Spot TV

 


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Tuesday, May 17, 2005 #6927
What is your opinion about reach and frequency, and do you think its worth using this tool?

 

The Media Guru Answers(Friday, May 20, 2005 ):
Reach tells the number of different people exposed to your campaign, frequency tell the average number of time they are exposed.

In the Guru's opinion, these are crucial campaign metrics. Effective reach considers specifc levels of reach at minuma of frequency.

 


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Tuesday, May 17, 2005 #6926
reach & frequency

 

The Media Guru Answers(Friday, May 20, 2005 ):

 


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Tuesday, May 17, 2005 #6925
how do i go about buying broadcast time on South African TV. I have a one hour program of a world championship event, that the sponsor would like to see aired? Any contacts would be most welcomed.

 

The Media Guru Answers(Wednesday, May 18, 2005 ):
Here are some contacts, courtesy of our South African office:
  • > ETV
    Khalik Sherrif
    Ksherrif@etv.co.za
    (011) 537 9392
  • SABC
    Dave Rooney
    Rooneyd@sabc.co.zav
    (011) 714 7011
  • ORACLE
    Anthea Petersen
    Apeterse@oats.co.za
    (011)329 5026

 


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Monday, May 16, 2005 #6924
Great site Guru (Abby?) I'm new to the media biz. I'm working with a technology company that has developed a unique method of allowing websites to identify the location of origin of page requests (no cookies or spyware, this is all done at the server level). Thus it will now be possible to know where a page request originates (down to zip code/postal code level). More interestingly, it will be possible for online advertisers to customize ad delivery by city (and even zip code/postal code). Online advertisers will finally be able to reliably segment online viewers by city. No more wasted cpms on eyeballs well outside the target market. My question to you: Do you have any suggestions on the percentage increase in cpm rate that such targeting would allow? What is the value of this one dimension of the cpm (geographic segmentation)? Ideally I'd like to use an analogy from other media as a reference – keepin’ it real.

 

The Media Guru Answers(Sunday, May 22, 2005 ):
Some sites already serve impressions on a similarly narrowly targeted basis. These tend to be larger, lower cpm sites. CPM premiums for this type of serving may be $5 or about one-third of the base price, in the Guru's experience. There are many ways of narrowing targeting including site registration data.

The Guru believes that this technology may have a better application as a third-party ad server, allowing advertisers to narrow their focus within sites that can't offer the same service, although it leaves the problem of what to do with the less desirable impressions. 3rd party ad servers' base pricing is in the 25 cents to 75 cents cpm range.

 


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Friday, May 13, 2005 #6922
Good Afternoon Guru, Where would I go to find out about TV ratings methodology for the UK?

 

The Media Guru Answers(Sunday, May 15, 2005 ):

 


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Thursday, May 12, 2005 #6921
Dear Guru thanks you for your response on my previous question and I have another question for you. Please tell me how I should calculate reach in the diary methodology when in the diary’s there is not present question about reach of each program (meaning how many people were watching the selected program in the same time with the interviewers). Until this moment I am making media plans based on the GRP’s level on weekly basis, but I have requests from my clients to make media proposals based on reach and frequency. Is it possible to make reach and frequency media plans when the research methodology is diary, and how to do this? Second question is what is the difference between the reach calculations in the diary and reach calculation in the people meters methodology? Thank you in advance.

 

The Media Guru Answers(Sunday, May 15, 2005 ):
"Reach" of a program means the average (time period) audience of the program. Diary or meter, it means the same thing, although the method differs. Diaries do not "ask about reach;" reach is a phenomenon of the total sample, not the individual. Diaires require the respondent to record viewing as the measurement period goes on, just as meters record this same behavior electronically, and rating or reach is a calculation conducted by the reasearch vendor from the compilation of diaries' or meters' results. Reach models may be built based on cumes genrated in either methodology.

 


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Wednesday, May 11, 2005 #6920
As a ball park figure how much would it cost to sponsor a prime time tv show?

 

The Media Guru Answers(Sunday, May 15, 2005 ):
Too broad a question. Are you fully sponsoring (all advertising within the program) an episode of an existing program or staging a special? Current :30 network rates may range from $30,000 to $600,000. A ballpark estimate for an hour's sponsorship might range from $400,000 to $10,000,000. Expect economies of scale as a series sponsor.

 


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Wednesday, May 11, 2005 #6919
Do you have any Hispanic oriented studies that speak about the effectiveness factor of 30s vs. 15s? Is it the same as the General Market?

 

The Media Guru Answers(Sunday, May 15, 2005 ):
The Guru has not seen comparisons of :30 vs :15 specific to the Hispanic market. As Hispanic TV may still be somewhat less cluttered, the ratio may be a bit better.

 


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Wednesday, May 11, 2005 #6918
What is the standard response to advertising rate? How does it differ by product category?

 

The Media Guru Answers(Sunday, May 15, 2005 ):
Response differs by medium, offer and audience in addition to category. Are you thinking about simple response to the ad, as online click rate or do you mean sales? Such broad generalities as you request are meaningless.

 


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Tuesday, May 10, 2005 #6917
Hi. I'm working on a Q4 spot tv media plan for a client in Michigan City IN. What is the best way to get a sense of what CPPs and ratings should be for the Chicago and Sound Bend DMAs for this time period? (SQAD? - If so, which time periods should I request?) Thanks in advance for your help

 

The Media Guru Answers(Sunday, May 15, 2005 ):
SQAD for the time period you will be buying. SQAD offers projections.

For ratings, see Nielsen.

 


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Monday, May 09, 2005 #6916
I need to find a resource for researching various magazine advertising opportunities in a small niche market. Is there a database or a resource for searching for small magazine opportunities?

 

The Media Guru Answers(Monday, May 09, 2005 ):

 


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Saturday, May 07, 2005 #6915
Dear Guru, I just wanted to say "thank you" on behalf of all of us who use AMIC, for being here for us for such a long time. I've been a user since 1997. Which seems like such a long time ago, now.

 

The Media Guru Answers(Saturday, May 07, 2005 ):
You're welcome. The Guru appreciates it. He's been doing this since January 1995. Hey, nobody remembered my 10th annivesary!

 


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Wednesday, May 04, 2005 #6914
I'm building a streaming video network across several independent websites, offering original content to a targeted demographic, serving over 1 mil. streams. What average cpm would you recommend?

 

The Media Guru Answers(Saturday, May 07, 2005 ):
The Guru does not think the streaming element affects the price as much as the target and ad type. $10 to $200 depending on the target and the ad format. Small gifs at the low end, large Eyelasters or similar rich media at the high end; broad age / gender targets at the low end; small business executive niches at the high end.

 


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Wednesday, May 04, 2005 #6913
Ordered a tv spot 8p-9p. Received invoice - spot aired at 757p. Is there industry standard acceptable time outside of time ordered? I had heard it was two minutes front and two minutes back - so 8p-9p is really 758p-902p? Can you help? Thanks so much!

 

The Media Guru Answers(Saturday, May 07, 2005 ):
Buyers set their own standards or accept station standards, which in either case, should be understood in advance. If you ordered in-program, the Guru would consider 3 minutes too much margin.

 


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Monday, May 02, 2005 #6912
Hello Guru, I am looking for b2b advertising expenditures (europe, USA and if possible International). Actually I would like to know the expenses in media and the b2b communication budgets of the leading b2b actors or at least the % which they represent of the total advertising expenses. I hope you can help me finding these information.

 

The Media Guru Answers(Saturday, May 07, 2005 ):

 


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Saturday, April 30, 2005 #6910
please give me some brief introduction on the following topic which helps me in my assignments " various steps involved in media planning, when and why media planning assumes relevance and significance for a marketer"

 

The Media Guru Answers(Saturday, April 30, 2005 ):
See the Guru's Parts of a Media Plan

 


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Saturday, April 30, 2005 #6909
Iam a marketing student and iam having some doubt on the following " what is fundamental difference between internet advertising vis-a-vis conventional forms of mass advertising" thanks.

 

The Media Guru Answers(Saturday, April 30, 2005 ):

 


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Tuesday, April 26, 2005 #6908
I was asked to present Q1 & Q2 local TV buys to my client's new advertising manager. Both buys include daytime and early news only. The Q1 buy aired Mon-Sun/8-week flight: Q2 airs Wed-Sun/8 week flight. Question #1: The new ad manager insists that the reach and frequency of the 7 days/week buy should differ from r/f of the 5 days/week buy. I say its the same. Who's right? Question #2: The ad manager informed me she likes marketron reports (because they are easy to read) and asked if I could obtain them for the current buy for her review. My reply was, "Sure I can. No problem". There is, however, one small problem. I don't know what a marketron report is. Please help!!!!

 

The Media Guru Answers(Sunday, May 01, 2005 ):
Assuming the same daypart dispersion and GRPs, the same schedule dispersed over more days should have a higher reach; there is greater reach potential in more dispersion. The typical reach model at your disposal may not have the ability to account for this level of detail in the input variables. In any case, the 5 day / 7 day difference is most notable in a one-week schedule. Over eight weeks, little or no difference would remain.

Marketron is a vendor of computer analysis systems for broadcast, nowadays more used by stations and reps than by agencies. One of the stations you buy from may be able to produce the report you need.

Sytems more oriented to agency media buyers and planners include those from our own eTelmar.

 


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Tuesday, April 26, 2005 #6907
What are the frequently asked questions about media math (formulas)

 

The Media Guru Answers(Friday, April 29, 2005 ):

 


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Tuesday, April 26, 2005 #6906
Re: Spot Radio Do you have any studies or opininons on minimum spots/daypart/station/week? I have a buyer who insists that its ok to buy only 1-2 spots/daypart/station week as long as they reach 12 spots/station/week. This theory seems to be based on the fact that radio listeners listen to multiple dayparts on a particular station and thus frequeny is gained throughout the day. I believe that daypart minimums should be a priority and that its better to buy 4-5 spots/week on a station for one daypart than avoid a station entirely just because 12x/week cannot be achieved. I believe that people tend to be loyal to stations by daypart (i.e. listen to the same drive-time show every day but not to that station at any other times) so we need to build frequency throughout the week on that daypart and that to buy only 1-2 spots/week/daypart (even if you achieve 12x/week) is a waste of money.

 

The Media Guru Answers(Friday, April 29, 2005 ):
Some radio professionals, especially on the sales side, insist on the 12x/week minimum, some flex as low as 10. The Guru has not previously encountered a "4-5 spots in one daypart" as a total schedule theory.

Media theory is best built around the consumer effects. The consumer needs to get a certain frequency of exposure through a medium, and the plan needs to reach a certain minimum portion of the target. The consumer is notr likely to be aware nor affected by the portion of that frequncy which comes from any daypart nor from any one station.

As with any medium, radio should be used until the building of desired communications impact (generally reach) begins to taper off. At the micro level, this may mean 12 or 18 spots on the best station (however judged) before adding another station. Four or five spots seems to be a no-impact minimum, unless your target is specifically only listeners to that daypart and that station. The same thinking says consider station specifics. In some cases, paticularly among Hispanic or Black consumer markets, top stations can generate target ratings in the 5.0-10.0 range, rather than the 2.0 range typical of top general market staions and targets, meaniing these multicultural stations can extend reach beyond ordinary radio levels.

 


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Monday, April 25, 2005 #6905
How much does a 15 second radio spot usually cost? How much would it cost to advertise on a standard outdoor billboard?

 

The Media Guru Answers(Monday, April 25, 2005 ):
Where available, :15's will typically cost 60 to 70% of the cost of a :60.

To the Guru, a "standard outdoor billboard" is a 30-sheet (12' x 24'). Average cost is in the range of $750.

 


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Wednesday, April 20, 2005 #6904
cost-per-thousand

 

The Media Guru Answers(Sunday, April 24, 2005 ):

 


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Tuesday, April 19, 2005 #6903
Dear Media Guru, Please help me figure out the combined reach and frequency of a multi-station TV buy. To find the average frequency, would I add the frequencies of the stations and then divide by the number of stations? Do I then multiply it by the total number of GRPs to calculate the reach? Since I do not have access to a software program, I need to calculate this manually. I'm in desparate need of your help since these figures are due soon. Thank you.

 

The Media Guru Answers(Sunday, April 24, 2005 ):
Frequencies are never additive. A specific model is the only accurate way to combine station reaches. The reach may be divided into the sum of GRP to calculate the average frequency.

A very rough estimation of combined reach might be calculated by a string of random probabilty parings (i.e. pair two stations and then combine the next with those and combine the next with the cume of the three and so on). Because this is "random" and does not account for the greater likelihood of any TV viewers to view other tv, the result will be overstated, by at least 10%.

 


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Tuesday, April 19, 2005 #6902
Thanks for your response to my question re: media buying through an online system. I believe the WebAD.vantage site you mention below is for advertising online. My question pertained to buying traditional radio media online via some kind of internet based solution. Although your point re: posting rate cards on media sites is well taken......rates for radio stations are for one dynamic so I don't understand how a radio station could effectively post their rates in a meaningful way to buyers. Not to mention other considerations that can effect rates quoted by media companies. In a recent article Chrysler's Julie Roehm said " Buying ads should be more like buying stocks." She goes on to say "creating a more efficient electronic system for buying ad spots would free advertisers to concentrate more on developing branded content and interactive TV". Perhaps I'm just looking for something that doesn't exist yet it would seem to me there is a need for a system that leverages the internet to facilitate the buying/selling of radio media....and the efficiencies would save media outlets and media buyers and their clients time/money. If this is not available today then perhaps you can tell me what's preventing this technology from coming to market? Thanks.

 

The Media Guru Answers(Tuesday, April 19, 2005 ):
The online buy/sell of media "commoditizes" advertising, that is it makes an impression just an impression; it is reduced to buying impressions or spots for a set or low-bid price. Speaking for media professionals, the Guru believes that there are important evaluative steps; audience evaluation, qualitative and quantitative, schedule refinements and actual negotiation, none of which lend themselves to handling online. Surely it is not in the interest of radio stations to support "development of branded content and interactive TV." Nor are the people most likely to have this responsibility the same ones involved in negotiating radio. They are non-intersecting disciplines in the Guru's opinion. The concept seems aimed at eliminating radio sellers and buyers, a direction not likely to be supported by agencies, and probably not by stations seeking a selling advantage, either.

 


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Monday, April 18, 2005 #6901
Dear Guru, are cost per point or cost per rating point 2 different terms? and How to calculate CPM based on them? Thank you!

 

The Media Guru Answers(Monday, April 18, 2005 ):
The terms are the same; "point" means rating point.

Click for calculation of cpm

 


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Thursday, April 14, 2005 #6899
I'm interested in learning more about companies who are currently providing some version of online media buying....radio or other media it doesn't matter. Do you know of where I might find a comprehensive list of such companies? Also, how is the internet being leveraged to facilitate the media buying/selling process or is it? And what is the radio industry doing to leverage the internet to help develop/facilitate business relationships with advertisers....if anything? Thanks, Brad

 

The Media Guru Answers(Sunday, April 17, 2005 ):
Googling "media buying" will find sites like Media Buy$ or WebAd.vantage

These appear to the Guru to appeal to discount shoppers looking for "fire-sale" remnant space, not to media professionals trying to execute full schedules.

Radio stations as much as, if not more than, other media rely on web sites to inform media professionals about their medium. Radio stations have the advantage of being able to fully present their medium as well as their information on line. Today, every medium is expected to have a website. The Guru can only react with surprised amusement when a medium's web site does not provide a detailed media kit for planners.

 


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Thursday, April 14, 2005 #6898
Which magazines are the most popular for advertising food in

 

The Media Guru Answers(Thursday, April 14, 2005 ):

 


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Thursday, April 14, 2005 #6897
Dear Media Guru, On Sunday, March 17, 2002 you wrote regarding media audits, "The Guru does not see that this has become a major business area; possibly because it is seen as a one-shot fix, and is most relevant to very large advertisers." Can you clarify what you meant by "one shot" and why it is just for large advertisers. Has Sarbanes Oxley changed your opinion regarding future adoption of broadcast verification services. Do you have differing opinions as to the current or future use of broadcast verification, broadcast verification with analytics, or "all-out" media audits. Why would it only be for large advertisers if they are charged a percentage of media spend (.25-.5%) and are expecting a percentage of savings (1-3%). Shouldn't any size advertiser benefit proportionately?

 

The Media Guru Answers(Sunday, April 17, 2005 ):
The Guru was considering media audits as evaluations of media schedule and planning quality more than verifications of schedules running as purchased and estimated.

Certainly if advertisers pay a maximum of 0.5% and are guaranteed a return of a minimum of 1.0%, there would appear to be benefit to all, but many will not find it worth the administrative effort to save half a percent of, for example, $1,000,000.

The Sabanes-Oxley issues are not at all clear to the Guru. Broadcast verification does not seem to be an obvious element of accountancy compliance.

Of course, if these services have in fact become big busiensses without the Guru realizing it, that would be a matter of fact and not a matter of the Guru's speculation.

 


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Wednesday, April 13, 2005 #6896
Have you seen any research on which media drive more donations for a charity? We have a limited budget and we're obviously trying to make the most of it. Thanks for your help

 

The Media Guru Answers(Sunday, April 17, 2005 ):
The Guru hasn't seen such research, but suspects it varies by overall budget and who the target benefactor is. Arts or education based charities will do better than medical research charities in one medium and worse in another, etc.

 


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Wednesday, April 13, 2005 #6895
1.What is the difference between rating and share? 2.How you change people's perception towards #1 tv station that gradually decreasing into#3 become #1 again? 3. is it because tha programme itself? 4. how you gain people's trust and perception back to viewing that tv station again? 5. if it is due to the big promotions? HOW?

 

The Media Guru Answers(Sunday, April 17, 2005 ):
  1. Rating is based on the target population's universe: what percent of all the people are watching the program.

    Share is based on the people currently watching TV: What percent of those watching anything are watching the program?

  2. Generally, people don't watch based on a perception of a station, but based on the program per se.
  3. Only when there are directly comparable competing programs such as the evening news, is such a station perception relevant
  4. (&5) Promotions may lead to sampling, but the program has to hold the viewers

 


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Wednesday, April 13, 2005 #6894
Hi MG - Can you please outline some basics of planning each medium, as I am sure there are nuances to each? OOH, interactive, print (magazine & newspaper), TV, Radio, Cable. Thanks!

 

The Media Guru Answers(Sunday, April 17, 2005 ):
See the Guru's media strengths page and AMIC Bookstore (in association with Amazon.com)

 


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Tuesday, April 12, 2005 #6893
OTS

 

The Media Guru Answers(Sunday, April 17, 2005 ):
Sometimes OTS refers to average frequency, sometime to gross impressions, depending on context. Click here to see past Guru responses about OTS

 


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Tuesday, April 12, 2005 #6892
media research: where could i find an archive of advertisment for nextel and any other info on thier marketing strategies?

 

The Media Guru Answers(Sunday, April 17, 2005 ):

 


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Monday, April 11, 2005 #6891
We need to quickly learn how to plan & buy TV in Barcelona Spain. Can you provide a good source?

 

The Media Guru Answers(Sunday, April 17, 2005 ):
If you have NO idea at present, how can you expect to learn quickly? You need the help of someone "on the ground" in Barcelona. What is your starting point? Do you know Spain in general but not Barcelona? Do you know Europe but not Spain? Each country has its quirks and cities differ in terms of competitive climate at least. If you know nothing beyond US practices, the only quick solution is an advisor: a few tips might lead to a quick and dirty solution but not professional level work. There will be different standards, cume patterns, reach models.

 


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Monday, April 11, 2005 #6890
I'm looking for a statistic on the number of brands the average person can actually remember in any given category. I know that it will differ based on the consumer's involvement in a particular category at any given moment, but I'm just looking for an average.

 

The Media Guru Answers(Thursday, April 14, 2005 ):
The Guru doesn't have this data and believes it would be meaningless. In categories with dozens of well advertised brands (soft drinks, cars, shoes), remembering one dozen may be good and in categories with only 2 or three (Satellite tv) remebering all may be no achievement. But try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. ARF materials will also be available through American Association of Advertising Agencies and Association of National Advertisers

 


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Sunday, April 10, 2005 #6889
Can you clearly explain the job functions and the responsibilites of a Media Director, a Media Planner, and a Media Buyer?

 

The Media Guru Answers(Wednesday, April 13, 2005 ):
To keep it simple:
  • A media buyer negotiates with media seller to secure the right media placement at the right price. The buyer fulfills goals set by the media plan. The buyer is likely to specialize in specific media types, such as network broadcast or magazines.
  • The media planner prepares the media plan which dictates which media types in what budget proportions are used to advertise the marketers' brand. Specifications may be as broad as total GRP per week or as narrow as which magazines / which issues / which positions
  • The media director is a departmental manager overseeing / approving the work of these two or their immediate supervisors, hiring and firing all these people and determining the resources which support their work.

 


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Friday, April 08, 2005 #6888
Dear Guru For media vehicles that aren't measured (reach and freq aren't available), can you please tell me what measurement on can you use to show delivery to a client?

 

The Media Guru Answers(Sunday, April 10, 2005 ):
A basic impressions count should be available for or possible to estimate for any medium.

 


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Thursday, April 07, 2005 #6887
Can you give an updated response to the question of how many ads the average person is exposed to every day? I read your 1997 response, but it seems that now with the Internet and so many more types of "interruption" advertising, that number must have increased. And while we're on the subject, what would the number be for the average American 25 years ago?

 

The Media Guru Answers(Sunday, April 10, 2005 ):
It is crucial to keep in mind that a person has only so much time in a day to experience commerical exposure, And that hasn't changed much in 25 years.

Assume a person has 16 waking hours a day, or 960 munutes.

Assume that this person works or attends class or otherwise is not experiencing significant ad exposure for 7 of those hours, leaving 9 media consumption hours, or 540 minutes. And assume that one-quarter of that time is consumed by ad exposure, or 135 minutes. And if :30 is the average broadcast ad length these days, that's 270 ads if it's all broadcast. Print must be calculated somewhat differently, but lets say one ad exposure for two minutes of consumtion here as well. If web surfing time has replaced 1 daily hour of TV time for the average person in 25 years, how many more ads per minute does the intenet present than TV? On a content site, even if it's 2 per minute, the overall effect on average daily ad exposure is minimal. The Guru would guess less than 10% change in daily ad exposures over 25 years, again because there is only so much time in which to experience ad exposure.

 


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Thursday, April 07, 2005 #6886
Hi Guru, We get asked often by clients to plan a radio campaign with sufficient budget to achieve a minimum threshold required to sustain market share. Is there any scientific method of analysing this "minimum threshold" or do we use our own insight? Thanks very much!

 

The Media Guru Answers(Sunday, April 10, 2005 ):
You seem to imply that radio is the only advertising at play here.

If you assume that the only influence on share maintenance is advertising weight (which is dangerous, of course), then considerations might be:

  • What is the current share? Obviously it will take more weight to maintain an 80% share than a 10% share.
  • What is the current awareness level?
  • What is the historical share of voice?
  • What are competitors likely to do; is it a stable category or are there new entries?

In the absence of better factors, the Guru would keep reach at the current aweareness level and share of voice at the current share of market level.

 


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Thursday, April 07, 2005 #6885
We're looking for a source on what percent of a radio buy can typically be expected back in added value. Do you know or have an "industry standard" we can source?

 

The Media Guru Answers(Sunday, April 10, 2005 ):
When stated as absolutely as this, the answer might be 5%, but that isn't a very useful number. Stations are much more liberal with some types of added value than others. Inherently valuable contest prizes such as vacation travel and jewelry from the "trade bin" is likley to be at the low end. Event participation or remotes will have a relatively higher stated value, e.g. a remote package which the station sells for $5,000 might be added valuewith a $30,000 schedule.

 


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Wednesday, April 06, 2005 #6884
how do you calculate the percent circulation on regional inserts?

 

The Media Guru Answers(Sunday, April 10, 2005 ):
It isn't clear from your questions what data you believe you will start from, but the simplest approach would be to base calculations on the circulations of the newspapers which carry the inserts.

 


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Tuesday, April 05, 2005 #6883
Dear Esteemed Guru: For those of us in regional agencies that have regional accounts or agencies with nominal budgets to cover regional/spot market or national goals, which do you consider the necessary tools for proper qualitative analysis (mostly broadcast)? (most bang for the buck?) If you can, please rank on priority.

 

The Media Guru Answers(Sunday, April 10, 2005 ):
The Guru will assume that by "qualitative" you refer to audeience data that goes beyond age/gender into product usage and other behavioral data; that you are looking beyond Nielsen and Arbitron boradcast ratings; so the Guru would look first to Scarborough which links detailed audience demographics and behavioral data to broadcast as well as newspaper and local shopping patterns. The Media Audit is another similar resource. They will, among other things, differ in the smaller markets offered. The Media Audit also offers broadcast ratings data.

 


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Tuesday, April 05, 2005 #6882
Hi Guru, I was asked to do a daypart mix analysis and using that analysis, put together some TV options. Where do I do once I select a daypart mix?

 

The Media Guru Answers(Tuesday, April 05, 2005 ):
You need to set the goals against which you will evaluate daypart mixes. Is it highest reach? Most supportive program environment, most selective for the target. The you may compare performance against these goals within budget.

 


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Monday, April 04, 2005 #6881
Hi, Guru. Thank you for the answer about combined GRPs. I'm estimating the media mix in first meaning of two mentioned by you. And my point of view on this calculation is the same like yours: GRPs are GRPs - they are not more than GI in 'shorter numbers'. Probably, i didn't explain the question correctly. I have a discussion with friend of mine - she insist that since measurements for different media in the mix are providing by different research companies (which means that respondents are also differ), it is strictly forbidden to sum up GRPs of each media in the mix into the 'Total GRPs' of the campaign, as each GRP has its own base (respondents of one research company are not participating in other company's survey). I would agree with this if we would talk about two different markets - in this case, of course, GRPs of each market should be weighted to count the total GRPs. But for the same market... in my point of view, since all surveys are representing the same target group at the same market, it means we are looking at the same people and can easily estimate how often they are contacting with the message whereever they meet the message. (Again, my goal is just estimate the quantity of contacts, not the quality). Thanks, Luba.

 

The Media Guru Answers(Tuesday, April 05, 2005 ):
.Of course it is not "strictly forbidden" or we could never do media planning, only schedules in individual media. It might be an ideal to have one media source that measures all media, but it is not practical. The rule of thumb in the Guru's book is to use the primary measurement source for each medium. For example, in the U.S. one source MRI, has certain audience information for magazines, radio, and TV. However it is only considered a primary source for magazines. The primary source for radio is Arbitron or MediaAudit, and for TV is Nielsen, which provide much greater detail and much more frequent reports on audience as is necessary for more volatile media.

Looking at it the other way, Arbitron's sample is "different" persons from one report wave to the next, yet we consider each wave comparable.

Although the samples of each medium's research are literally different people, each study is intended to project the behavior of same total population group. (As you note, this is why it doesn't work in different markets; the total popualtion groups would be different people.

Each study, typically follows an established and accepted methodology, presumably. So, bottom line, GRPs may be compared and combined for media planning purposes.

 


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Monday, April 04, 2005 #6880
Hi, I wanted to know if "Want to be millionaire" as a program does better/same/worse in season 2. What has been the history in the countries that it has run in the second sesaon. What is the drop/increase in rating points for the same? karan_grover@yahoo.com

 

The Media Guru Answers(Tuesday, April 05, 2005 ):
See Nielsen

 


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Saturday, April 02, 2005 #6878
Hi Media Guru, Where I can find the data for Elevator Advertising? I checked SRDS and SQAD, they don't have that.

 

The Media Guru Answers(Saturday, April 02, 2005 ):
Talk to vendors, starting with Captivate

 


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Saturday, April 02, 2005 #6877
Dear GURU, how can I calculate the CPM from CRP or CPP? Thank you!

 

The Media Guru Answers(Saturday, April 02, 2005 ):
At its simplest:

CPP is the cost of exposure to 1% of the target population, so

CPP ÷ 1% of target population expressed in thousands = CPM

 


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Friday, April 01, 2005 #6876
If the client servicing peolpe tell you they dont have time to fill a media brief, what do you do then?

 

The Media Guru Answers(Sunday, April 03, 2005 ):
[none] Is the issue that these people claim not to have time to fill out some official, prescribed form, or that they don't have time to provide minimum basic information around which to build a plan?

If filling out a form is the problem, then you must ask questions to determine those basic data you need, such as what is the target, the budget, the seasonality, communication strategy, etc.

If they claim not to have time to convey such basic input, it is simply laziness and you must point out that you cannot do a plan until they find the time. Otherwise you are just guessing, and will create a worthless plan, unrelated to any sensible goals. .

 


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Friday, April 01, 2005 #6875
Hi, Guru. I need to calculate the media mix. I have a set of media, some of them are measured by one research company, some of them by another, some of them are not measuring at all, but i can estimate their reach for my target audicence. All media are using on the same market at the same time. There is no problem to estimate the combined reach for the whole media mix. The question is - is it correct to combine the GRPs, gained by each media to the 'Total GRP of the campaign", which can help to estimate the frequency of the full campaign (for all media in the mix together)? Thanks, Luba.

 

The Media Guru Answers(Sunday, April 03, 2005 ):
From one perspective, a GRP is a GRP, simply and litereally a "gross" representation of all audience impressions. This view is most applicable for the purpose you are considering, leading to a frequencty calculation against the reach calculation.

On the other hand, it is not uncommon to apply weights to GRPs representing their medium's relative attentiveness or message retention, etc. But this approach is most applicable at the stage where media are being comared for inclusion in the plan or allocating a proportion of budget

 


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Tuesday, March 29, 2005 #6874
Hi Guru This is the first time i ask you, i work for a local television and i want to know the right time when we dicide that a program is "save", the program must have some evaluation and when we say that a program must be stopped... is there any formula that can explain how we take care that situation with the right way

 

The Media Guru Answers(Tuesday, March 29, 2005 ):
The Guru isn't sure he understands your question, but it does not seem to be a Media planning/Media buying/Media research/Media department management question.

 


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Tuesday, March 29, 2005 #6873
What psychographic terms best defines for target audience in 20-35 AB class live in urban metropolitan city?

 

The Media Guru Answers(Tuesday, March 29, 2005 ):
In the UK, this sort of data is provided by Nielsen and IPSOS among others

 


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Tuesday, March 29, 2005 #6872
I want to know more about program acquisition and revenue sharing.

 

The Media Guru Answers(Tuesday, March 29, 2005 ):
The Guru is not certain, but perhaps you are asking about what we call, in the U.S., "syndication."

Click here to see past Guru responses about syndication

 


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Friday, March 25, 2005 #6871
I'm from Europe and keep on seeing the term 'FSI' in American texts on media. What does it mean?

 

The Media Guru Answers(Sunday, March 27, 2005 ):
FSI = "Free standing insert." This is a small folio of advertising, usually including coupons, which is typically stuffed into newspapers. It is distributed by a national company which has arrangememnts with the various newspapers to carry the inserts. "Free standing" means not printed within the run-of-press pages of the newspsper.

 


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Friday, March 25, 2005 #6870
advertising terminology - advertorial, co-op ad, image advertisement...

 

The Media Guru Answers(Sunday, March 27, 2005 ):
  • Advertorial: An advertising unit that appears to be part of the editorial content of the publication
  • Co-op ad: an avertising unit partially underwritten by the manufacturer or brand and partially by the local retailer. In form, it may be an ad for a retail organization or franchisee that features the national brand being offered or an ad for the national brand that features a local retail supplier. Local fast food franchise outlet ads may be partially paid by the National company or ads fro automoabiles might list members of the local dealers association.
  • Image ad: A vaguer concept, but essentiall an ad aimed at influencing how you feel about a company rather than aimed at immediately selling you a product or service. E.g. "We don't make carpet, we make it better" from a chemical company that sells fiber to carpet mills.

 


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Thursday, March 24, 2005 #6869
impressions

 

The Media Guru Answers(Thursday, March 24, 2005 ):

 


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Thursday, March 24, 2005 #6868
hi, can i get the url for the different media terms and their definitions thanks

 

The Media Guru Answers(Thursday, March 24, 2005 ):
Click here for Media Terms

 


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Wednesday, March 23, 2005 #6867
What is the current U.S. household penetration of DVRs?

 

The Media Guru Answers(Sunday, March 27, 2005 ):
According to a recent posting on IT Facts

"Nielsen, the TV ratings analyst, estimates that 4-5% of US households that own a television own a DVR, while in some places the DVR penetration reached 10%. In April 2005 Nielsen plans to start reporting on TV watching habits among DVR owners."

 


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Wednesday, March 23, 2005 #6866
what does "number of impressions" mean?

 

The Media Guru Answers(Sunday, March 27, 2005 ):
Click here to see past Guru responses

 


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Wednesday, March 23, 2005 #6865
Hi Guru, Hope all is well! I tried to find this answer in the archives, but can't. Is there a calculation for determining the "visibility" adjustment VAI in outdoor audience measurement? The daily effective circulation numbers quoted on billboards areinflated and not really scientific. I want to be able to deduct circulation based on size of billboard, distance from road, speed people are traveling etc.(if possible). Thanks again!

 

The Media Guru Answers(Sunday, March 27, 2005 ):
DEC numbers are entirely "scientific" (based on observation) but, as you note, not terribly valid in estimating outdor audience. See Erwin Ephron's paper on VAI at the OAAA.

 


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Wednesday, March 23, 2005 #6864
Hi Guru, I work in a magazine and I have a question, concerning advertorials, PR publications, etc. How to define a clear description for ads and for other advertising forms. Is there any rule that clarifies the differences between a paid publication, a print ad, a promotional page...? Thank you!

 

The Media Guru Answers(Sunday, March 27, 2005 ):
The terms use are using seem to be equivalent. Terms like "earned media" or "advertorial" might be more confusing. Different publications use different definitions..

 


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Tuesday, March 22, 2005 #6863
When I submit a question, how and when do I get an answer?

 

The Media Guru Answers(Tuesday, March 22, 2005 ):
Queries are answered in this online space only (no emails). Replies are posted between the same day asked and not later than the end of the week in which asked, depending on complexity and other demands on the Guru's schedule

 


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Tuesday, March 22, 2005 #6862
Can you tell me what companies offer billboard advertising in Seattle and what their rates are?

 

The Media Guru Answers(Tuesday, March 22, 2005 ):
Outdoor Advertising Association of America lists outdoor vendors by market. Major vendors post rates on their own websites.

 


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Tuesday, March 22, 2005 #6860
Hi Abby - You're still my guru. What's your read on a fair commission for buying, tracking and improving DRTV, for the buying agency.

 

The Media Guru Answers(Sunday, March 27, 2005 ):
As someone who has worked at a media buying agency would know, the first rule is "whatever the traffic will bear."

The concept of getting paid based on achievment over benchmarks could work here, say 50% of the value of the "improvement" achieved over a specified period of time.

Otherwise, on pure commission, the bogey must lie between a possible high of the "traditional" 15% and the old media service base of 5%. Surely the improvement element has a premium value over the buying and tracking.

 


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Monday, March 21, 2005 #6859
Hello I am student of industrial engineering of polytechnic of Tehran. My thesis is writing a media planning software for media planning in Iran. In our country isn’t any media planner and we having not any software or book or manual about this subject at hand. In our country are not copywriting rules. Internet isn’t used suitable. We have not e-commerce. I want to know what software exist in the world of media planning. What is the most famous software and its parameters, variables and algorithms. I don’t have enough information about basic subjects of media planning: targeting, frequency, reach, continuity, CPM, GRP … If you may, please guide me. If you have any demo of media planning software, and if you may, please send to me. I know the value of your help. Regards; Ayoob Sadeghiani.

 

The Media Guru Answers(Tuesday, March 22, 2005 ):
eTelmar is media planning software from the Guru's organization, Telmar, world leader in media software. The programs are proprietary, and follow established practices in media planning. These are not likley to fit your country's practices.

 


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Thursday, March 17, 2005 #6858
reach curve

 

The Media Guru Answers(Sunday, March 20, 2005 ):
Click here for past Guru discussion of reach curve.

A graph of a reach curve is shown below.

 


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Thursday, March 17, 2005 #6857
Dear MG: When does is make better sense to buy Radio using TSA numbers as opposed to Metro numbers?

 

The Media Guru Answers(Sunday, March 20, 2005 ):
If the marketing target is everyone within range of the signal equally and there is no reason to focus on persons in the metro, or the centerpoint of the audience is not relevant, then use TSA. If you need reach calculations and GRP's then TSA is not workable

 


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Thursday, March 17, 2005 #6856
Hi Guru, when we talk about the media rates, why people always talk abut CPP or CPM, not just the price? Thanks.

 

The Media Guru Answers(Sunday, March 20, 2005 ):
If two stations offer an ad for $200 and one will have an audience of 1000 persons while the other has an audience of 1 million, then there is obviouly a reason to consider more than just price. CPP and CPM represent the cost / audience ratio. This is known as "efficiency."

 


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Wednesday, March 16, 2005 #6855
Guru: I need the exact year or decade when the main mass communication vehicles were invented, such as TV, Cinema, Print, Radio

 

The Media Guru Answers(Sunday, March 20, 2005 ):
TV; 1940's ("invented" in the 20's, "mass" in the 40's). Cinema; 1895. Newspaper; 59 BC, Radio 1906.

There are many milestones in broadcast and cinema history, from invention to commerical application. See TV Handbook's History Timeline for a detailed timeline.

 


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Wednesday, March 16, 2005 #6854
Do you know where I can get a list of US internet penetration by DMA?

 

The Media Guru Answers(Sunday, March 20, 2005 ):
Scarborough is one good source, for the top 70+ markets.

 


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Tuesday, March 15, 2005 #6853
Dear Guru, what is "TV household rating", "cost per TV household rating point"? I'm confused.

 

The Media Guru Answers(Sunday, March 20, 2005 ):
TV HH rating is the number of homes in the audience of a program divided by the number of homes in the population covered by the program. So, if a program is watched in 2 million homes and the U.S. has 100,000,000 homes, the program's rating is 2.0.

"Cost per TV household rating point" compares this to the price of advertsing in the program. If a commercial in this program is priced at $10,000, the its cost per TV household rating point is $5000 ($10,000 ÷ 2.0)

 


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Monday, March 14, 2005 #6851
Any idea what percentage of television programming is repeat during the summer? Thank you!

 

The Media Guru Answers(Sunday, March 20, 2005 ):
Assuming you mean primetime broadcast TV: the majority. In other cases, the question loses signiificance.

 


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Monday, March 14, 2005 #6850
What might be the drawbacks of sponsoring a tv program vs buying normal tv spots

 

The Media Guru Answers(Sunday, March 20, 2005 ):
Principally:
  • Less reach than a dispersed schedule
  • Less efficiency
  • Shorter duration of advertising suport

 


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Sunday, March 13, 2005 #6849
how could i be recognized in the media if i have a small budget while my competitor is running a campaign with a much larger budget.

 

The Media Guru Answers(Monday, March 14, 2005 ):
  • Focus in media where the competition is not
  • More practically, focus on the most important geography, and make a bigger noise there. Too many advertisers decide prematurely they're "national" and get lost in the crowd.

 


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Wednesday, March 09, 2005 #6848
Hi, I've heard a lot about you.My name is Ragheed and I recently joined an advertising agency(media Dept). I was asked to prepare a presentation on the advantages and disadvantages of sponsorship adverting versus the advantages and disadvantages of normal spot buying.My presentation is next week.I appreciate your genuine feedback. Thank you in advance. Ragheed

 

The Media Guru Answers(Wednesday, March 09, 2005 ):

 


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Wednesday, March 09, 2005 #6847
Dear Guru, do you have most updated Media pricing data?

 

The Media Guru Answers(Wednesday, March 09, 2005 ):

 


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Monday, March 07, 2005 #6846
definition for rating point

 

The Media Guru Answers(Tuesday, March 08, 2005 ):
Click here to see past Guru responses

 


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Monday, March 07, 2005 #6845
Hi - You don't need to post this, but I couldn't find an area on this website for comments. You are incredibly knowledgeable and helpful and I wanted to thank you for all your insights on everything media related. Even though my advertising career has started only 4 years ago, I do hope that one day I can be as knowledgable as you are in all aspects. Thanks again and for as long as you are answering questions, I will be asking them until I am blue in the face.

 

The Media Guru Answers(Monday, March 07, 2005 ):
Thank you. Such comments are always welcome in the Guru Query area.

 


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Monday, March 07, 2005 #6844
Hi - My agency uses the NCC DMA Fusion Cable Universe ratings and nothing else. What is the correct way to estimate cable ratings? What factors should be taken into account? Thank You.

 

The Media Guru Answers(Monday, March 07, 2005 ):
To the extent possible, use the procedure you would use in broadcast spot: Look at seasonal ratings and balance against latest performance versus competition.

 


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Monday, March 07, 2005 #6843
Hi - My agency is new to posting radio buys and we have just recently picked up a client which actually posts radio. From your experience, is it "industry standard" to post off of only one book - EVEN IF the radio buy was negotiated using 2 books? (This would take into account either the Spring/Fall average for a 2-book market or the latest 2-book average off a 4-book market.) For some reason, this dosen't seem right to me. Can you please explain the rationale behind this? Thank You.

 

The Media Guru Answers(Monday, March 07, 2005 ):
You may have bought by using estimates from 2 or 4 books to best project what will happen during a campaign you will place.

However, posting is about what did happen, so the book corresponding to the actual schedule dates is what is used.

Exception: in markets that have only two books, if the schedule ran between two books, then averaging those book is appropriate in the post.

 


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Monday, March 07, 2005 #6842
What is the difference between Advertising and Marketing?

 

The Media Guru Answers(Monday, March 07, 2005 ):
Marketing encompasses all activites aimed at selling, positioning and promoting a brand. It includes advertising but also public relations, promotion, packaging, pricing, etc..

Advertiing is essentially mass-media messaging.

 


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Monday, March 07, 2005 #6841
What exactly is market share?

 

The Media Guru Answers(Monday, March 07, 2005 ):
Market share is the Brand's percentage of all sales within the specified product category.

 


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Saturday, March 05, 2005 #6840
can you tell me about radio rates?

 

The Media Guru Answers(Sunday, March 06, 2005 ):
See SQAD

 


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Saturday, March 05, 2005 #6839
When estimating a Q3 buy - is it correct to look at the yr to yr July books only using the tp average, or should other issues be taken into account? I've been taught that we aren't to use the other books when negotiating Q3 buys... AND In a metered market, are reps ok to use current HH trends to justify a higher rating when negotiating an annual? What index would you use to apply that to past shares/ratings?

 

The Media Guru Answers(Sunday, March 06, 2005 ):
The classic approach, at its simplest, is to look at TP total usage levels from same quarter a year ago and then apply most recent program shares.

Obviously, if a program or staion TP had a rating of 10 a year ago and a rating of 2 most recently -- in other words, only 20 percent of the former share, you can't begin from a presumption that the year-ago 10 is still relevant, while the seasonal usage of TV is a vaild factor.

 


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Saturday, March 05, 2005 #6838
Hi - Are there any classes you would suggest if one wants to learn media buying or media planning? If so, where could I locate those in my region? Thanks.

 

The Media Guru Answers(Sunday, March 06, 2005 ):
The Guru never recommends media buying or planning classes.

 


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Saturday, March 05, 2005 #6837
What are the key components to putting together a well-written POV?

 

The Media Guru Answers(Sunday, March 06, 2005 ):
  • Purpose of document
  • Summary of POV
  • Rationale.

 


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Friday, March 04, 2005 #6836
Is there a source that will report the top advertisers in a given market by medium (e.g. the top TV advertisers in Springfield, MA)?

 

The Media Guru Answers(Friday, March 04, 2005 ):

 


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Thursday, March 03, 2005 #6835
A small change to yesterdays question. If we know the competitors 1 year GRP'S and average reach, can we calculate the effective frequency. This is a little urgent

 

The Media Guru Answers(Sunday, March 06, 2005 ):
There are far too many variables of media mix to accomplish this from the data you offer.

The Guru presumes you mean "reach at a given effective frequency level."

The Guru's approach would be to use R&F software that can deal with effective frequency and enter one year plan variants that include wahtever you know of the plan's components, until you find one that matches your 1 year GRP's and reach, and then see what reach at the effective frequency you have.

 


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Thursday, March 03, 2005 #6834
Hello, I wrote yesterday about media pricing on a late night 30 minute cable informercial. I neglected to mention that it would be national. Do you still think that it would be possible to get it in the neighborhood of $1,000?

 

The Media Guru Answers(Thursday, March 03, 2005 ):
There will be a small vendor who will do it for close to that neighborhood.

 


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Thursday, March 03, 2005 #6833
Hi Guru, If we know the competitors 1 year GRP'S and average reach, can we find out the average frequency. This is a little urgent.

 

The Media Guru Answers(Thursday, March 03, 2005 ):
If you mean the 1 year average frequency, just divide GRP by reach.

 


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Thursday, March 03, 2005 #6832
For a launch, growth and maintenance campaign in a high competition category, after arriving at the reach and the frequency and arriving at the amount to be spent for a month can you tell we how many burst of advertising we will need to do for the year. Thank you.

 

The Media Guru Answers(Thursday, March 03, 2005 ):
Only the budget will tell you that

 


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Thursday, March 03, 2005 #6831
Hai Guru, my name is linggom pasaribu from indonesia, my qs is have you a people or staff to answer the qs with translate from english to indonesian languange, thank and sorry if my qs not your category

 

The Media Guru Answers(Thursday, March 03, 2005 ):
Sorry, no.

 


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Wednesday, March 02, 2005 #6829
If using CPM to price web advertising, what is the going rate? I've seen anywhere from $1/cpm - $35/cpm. Is there a standard?

 

The Media Guru Answers(Wednesday, March 02, 2005 ):
The range is much broader than you suggest. It depends on how broadly or narrowly you are targeting, and what your content quality standards are. Cheap is cheap.

 


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Wednesday, March 02, 2005 #6828
Hello, I am working on a school project and as part of our media plan we would like to run one 30 minute infomercial either on cable or network television anytime from midnight to 3:00am. I am having trouble finding any information on prices. Do you have an estimate, or could you tell me where to look? Thank You

 

The Media Guru Answers(Wednesday, March 02, 2005 ):
Contact the networks. Cable will be cheaper. You can probably find a way to do it for under $1000. Not that the Guru approves.

 


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Wednesday, March 02, 2005 #6827
where can i find sqad reports?

 

The Media Guru Answers(Wednesday, March 02, 2005 ):
See SQAD

 


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Wednesday, March 02, 2005 #6826
Where do I find lists of newspapers and magazines that target seniors and retirement people?

 

The Media Guru Answers(Wednesday, March 02, 2005 ):

 


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Tuesday, March 01, 2005 #6824
Gross Impressions

 

The Media Guru Answers(Tuesday, March 01, 2005 ):

 


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Tuesday, March 01, 2005 #6823
What TiVo stands for?

 

The Media Guru Answers(Tuesday, March 01, 2005 ):
It's a brand name for digital video recorders. See TiVo

 


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Tuesday, March 01, 2005 #6821
que es recency

 

The Media Guru Answers(Tuesday, March 01, 2005 ):

 


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Tuesday, March 01, 2005 #6820
Hi Guru, In terms of CMR vs. Nielsen Monitor Plus - is there one research vehicle that you would recommend over another, and if so, why?

 

The Media Guru Answers(Tuesday, March 01, 2005 ):
The Guru can't specifically recommend one over the other. YOu should investigate pricing and techniques of each in regard to your specific needs.

 


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Tuesday, March 01, 2005 #6819
what is a share

 

The Media Guru Answers(Tuesday, March 01, 2005 ):

 


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Tuesday, March 01, 2005 #6817
Dear Guru, If one advertiser places multiple campaigns through the same media buyer, is the post-buy analysis usually done campaign by campaign or it can be done for all campaigns running over a period of time. For example, all campaigns in the past 4 weeks, quarter, year, etc.?

 

The Media Guru Answers(Tuesday, March 01, 2005 ):
Usually by campaign or by quarter for longer campaigns. Combining campaigns for different brands would blur actual performance.

 


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Monday, February 28, 2005 #6816
squad reports

 

The Media Guru Answers(Monday, February 28, 2005 ):
SQAD? The Guru asks: "What exactly is your question?

 


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Monday, February 28, 2005 #6815
Guru, My client has asked me to provide him with an in-depth daypart analysis...not just ratings and attentiveness levels. Specifically, he is questioning way we use/recommend one daypart over another. I haven't been able to find studies on this anywhere (including the Television Audit Bureau). Help!!!!

 

The Media Guru Answers(Tuesday, March 01, 2005 ):
The Guru supposes that you have a system of sorts in you mind, since you apparently are recommending specific dayparts.

You probably know various other characteristics of the dayparts, such as

  • Age/gender composition
  • Product user / usage composition, and
  • Reach potential
All these, as well as ratings attentiveness, efficiency need to be evaluated against the specific goals of the plan. For example if reach is the overriding goal of the plan, then you would use the first daypart you select up to the point where its reach curve flattens and then select your next daypart based not just on the above characteristics, but also based on which one best adds reach to the first.

You probably have a model of sorts in your head, it's now a matter of writing it out as a set of steps and considerations

 


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Friday, February 25, 2005 #6814
Guru, we run :15 television spots as bookends in a commercial pod. My client wishes to count each :15 spot (2 per pod) as seperate commercials, i.e. counting GRPs as if each spot were a seperate :30. We do not recommend this, we recommend that two 15 spots are counted as one :30 spot. Do you have any research that proves the agency theory? Thank you!

 

The Media Guru Answers(Friday, February 25, 2005 ):
It depends on what you are doing, what conclusions you will draw from the GRPs. If you are projecting reach, then you must count these the same as single :30 units. If you are looking at cpm analysis and adjust :15 for value relative to :30, then again, it's more appropirate to evalue as if one :30. Actually, the Guru would be curious to learn the client's reasoning.

 


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Friday, February 25, 2005 #6813
AMR = average minute rating; is this the same as reach?

 

The Media Guru Answers(Friday, February 25, 2005 ):
The average minute rating is equivalent to reach for that one time period. But reach is usually used in describing a schedule or series of epeisodes of a program, and means all the differnt (unduplicated) people who are exposed to the schedule.

 


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Thursday, February 24, 2005 #6810
I would like to know more about creative use of traditiona and non traditional media ( exsamples reviwes e.t.c.)

 

The Media Guru Answers(Friday, February 25, 2005 ):
That's a whole course in media planing.

 


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Wednesday, February 23, 2005 #6809
Please settle a loud discussion now taking place in my company. What is the definition of "net advertising revenue?" Thank you!

 

The Media Guru Answers(Friday, February 25, 2005 ):
It depends in part on who is using the term. A media seller could mean thte total ad sales income not including agency commissions paid. An agency could mean all fees and commissions collected for advertising work. "Net" is also in general use to mean income after taxes and expenses. It's all contextual.

 


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Tuesday, February 22, 2005 #6808
My media department often compiles "media" market profiles for clients opening new locations/stores. Within this profile we include estimated TV CPP's by daypart pulled from SQAD and a daypart mix by percent (established by past market buys). This daypart mix percentage is then multiplied by the estimated daypart CPP, the result of each daypart is then added and the total is called the "weighted CPP" -- is this right / real? I've looked all over your archives, in glossaries, reviewed formulas and beyond to find out more about "weighted CPPs." Please enlighten. Thanks!

 

The Media Guru Answers(Wednesday, February 23, 2005 ):
This is right if your weight is percent of spending, wrong if your weight is percent of GRPs.

It would also be be preferable to incorporate the index of your CPP buying experience vs SQAD rather than using pure SQAD CPPs.

 


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Tuesday, February 22, 2005 #6807
I am helping a startup magazine search for a publisher's rep firm to outsource the entire sales function. The initial run will be over 125,000 copies per month targeted to 13 key states with major metropolitan areas. The MPA and Nat'l Assoc of Publisher's Reps websites have been of little help in identifying the firms with the capability to handle 65 ad pages per month. Do you have any other idea's?

 

The Media Guru Answers(Wednesday, February 23, 2005 ):
Standard Rate and Data Service (SRDS) maintains lists of magazine rep firms.

 


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Tuesday, February 22, 2005 #6806
I have been asked to evaluate spending money on a transit program versus adding GRPs and/or weeks to our existing radio campaign with the same amount of budget. The problem is that comparing GRPs for one versus the other, transit clearly has higher levels and extremely high frequency if you believe the numbers they provide. Any additional thoughts?

 

The Media Guru Answers(Wednesday, February 23, 2005 ):
Transit GRP are real, but they are based on traffic with an opportunity to see the poster. The real distinction of out of home is the limited message as compared to radio.

If your message can be simple, and reach/frequency are your top communications goals, then transit can be a powerful addition and probably more effective than adding more to an already adequate schedule in your main medium.

 


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Monday, February 21, 2005 #6803
POV

 

The Media Guru Answers(Monday, February 21, 2005 ):
"Point of View"

 


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Sunday, February 20, 2005 #6802
In about '86 the AAAA & media representatives signed an agreement stating that there should be no difference between the charge to an agency and the charge to a client. Where can I find a copy of this? Thanks.

 

The Media Guru Answers(Sunday, February 20, 2005 ):

 


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Friday, February 18, 2005 #6801
Dear Media Guru, I am a media planner from Macedonia and I have one question for you. Would you please tell me is it possible to calculate average ratings by month?? I have made some PPT charts with average rating developement by TV station by month, but the values are very low ( max average rating of each tv station is around 6% )I present this chart on the presentation to one of my clients and he ask me why the average rating is very low . I have not any other explanation exept that in the research were included all time slots in the month ( including time slots after midnight when the rating is around 0%), but it was not enough for him. Plese advice me on this because i will have an another presentation and i am asking my self where is the mistake:(. P.S. From the research institute from Macedonia i vas informed that the presentation of average rating by month is non sence chart?!!?!? Is this true? Thank you in advance.

 

The Media Guru Answers(Sunday, February 20, 2005 ):
Unfortunately, the Guru is not intimately familiar with all the media data for Macedonia.

If the ratings of each TV station in a typical US market were averaged for all time periods in a month, including overnight, the average ratings would be lower than 6%. Your results seem quite reasonable. Are there several competing stations, plus competing cable or satellite program sources?

If there are, for example, six competing program sources, then at the peak time, of 3-4 evening hours when perhaps 80% are watching something, then each station / source would have an average rating of about 13%. Averaged with about 6 or 7 minimal-rated overnight hours and low rated daytime hours, 6% makes sense.

 


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Thursday, February 17, 2005 #6800
Media Guru, we are beginning a training program at our agency. Can you please recommend any "projects" that the assistants can complete during their official training program? Particularly, "projects" that encompass all disciplines of media. Any original ideas other than "Develop a fully integrated media plan", would be greatly appreciated. Thanks.

 

The Media Guru Answers(Sunday, February 20, 2005 ):
It is more challenging to deal with limited funds and targets.

After the "fully integrated media plan" say "now your budget has been reduced to just "20%" of what you had, how will you revise the plan? How will you project results?"

Or, the client has found that distribution will only be supported in 50 markets, some in each region of the country, how will you revise the plan?

Or, the client now believes that 35% of the product may be consumed by Hispanics and 30% by African Americans. What research will you use to confirm this and if true, how will you revise the plan?

 


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Thursday, February 17, 2005 #6799
What is the best way to project demo ratings in markets that recently converted to LPMs.

 

The Media Guru Answers(Sunday, February 20, 2005 ):
Until you have one report to project a trend it is all but guesswork. One option is to average trends in several markets that have made the changeover.

 


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Wednesday, February 16, 2005 #6798
is is ever possible to reach 100% of your target audience?

 

The Media Guru Answers(Sunday, February 20, 2005 ):
n theory, yes it is. No single medium reaches 100%, so at minimum, a multimedia plan is needed. The potential of media types is only truly measured on medium at a time so there is no usable respondent level data to demonstrate this. MAny planners will, as a matter of principal, not report a rach above "95+" or even "98+."

 


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Wednesday, February 16, 2005 #6797
what are some facts and tricks in purchasing network television ad spots?

 

The Media Guru Answers(Sunday, February 20, 2005 ):
Know some things about your target that make certain spots more valuable to you than the seller will realize. These need to be spots not highest rated against your basic age/gender demographic.

 


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Wednesday, February 16, 2005 #6796
Hi Guru: I'm a media buyer who now wants to work on the planning side. Although I have been granted interviews from some top shops (and small shops) I am not able to move to the planning side without either getting a paycut or starting at the bottom again. Can you please give me some insight as to how I can get the "hands-on" media planning experience without losing my current 9 to 5? Thanks for your input.

 

The Media Guru Answers(Sunday, February 20, 2005 ):
The simplest path is to get a lateral move within your current organization.

 


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Tuesday, February 15, 2005 #6795
Hello Media Guru: Now that Clear Channel Radio seems to own half of the radio stations in the major markets and have established their less is more scenario, what percentage of a sixty second spot's average quarter hour rating would you attribute to a thirty second in the same daypart?

 

The Media Guru Answers(Sunday, February 20, 2005 ):
Rating has nothing to do with commercial length. It is the same for a :30 or :60 in the same time period.

As far as dollar value, that is negotiable. A :30 is worth between 50% and 80% of the :60. Radio has been selling flat-priced "units" regardless of length for many years.

 


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Tuesday, February 15, 2005 #6794
Local Sales Marketing. With the shrinking shares of broadcast TV and the effects of Tivo and DVRs, how are marketing/advertising agencies managing getting the most for their clients media wise? How do you foresee DVRs effecting TV shares/viewing?

 

The Media Guru Answers(Wednesday, February 23, 2005 ):
The first solution to shrinking broadcast shares is cable, of course. And other media mix adjustments. DVRs will eventually be a bigger problem. Nielsen now tells us that DVR users are much greater consumers of other media, so to the extent these are a key target, meida mix is all the more important. Analyzing reach against this segmentation will become more important. When Nielsen begins reporting DVR-based ratings, better judgements will be possible.

 


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Tuesday, February 15, 2005 #6793
Do you have any idea how much it cost Ameriquest to be the half time sponsor of the Super Bowl in Feb. of '05?

 

The Media Guru Answers(Sunday, February 20, 2005 ):
Not really. It will likely be a multiple of $2+ million times the number of :30 spots included, plus more for the sponsorship elements' value.

 


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Tuesday, February 15, 2005 #6792
What is the indusrty standard on added value? I had heard 3%, but don't know which source cited this info.

 

The Media Guru Answers(Sunday, February 20, 2005 ):
The usual practices vary widely from media type to media type, and above all it's negotiable. The Guru has seen "official" policies stated as anywhere from 0.5% to 5.0% and actual deals up to 25%+ depending on the cost of the deal to the vendor. Added value delivered in performance such as bonus spots, remotes, and event participation tend to be greater than added value delivered in hard good or other more concrete items like travel.

 


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Saturday, February 12, 2005 #6791
TV Advertising Rates

 

The Media Guru Answers(Saturday, February 12, 2005 ):

 


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Thursday, February 10, 2005 #6790
I'm making a presentation to a franchise group in which I'm supposed to explaing planning/buying of media (largely electronic). Can you direct me to any web site or book that might be good for finding a basic overview or possibly a presentation? Thanks, Paul spector@cwnet.com

 

The Media Guru Answers(Saturday, February 12, 2005 ):
Franchisees are rarely, if ever, experienced in media planning or buying. Generally, they will think schedules including their own favorite programs or those watched by people they know are the right programs and that the average price per unit of a package applies equally to all units(" I get prime time for $50 a spot!"). They don't think about plans being more than schedules purchased

Please excuse the Guru's cynical voice of experience. They think spots aired when the store is closed are worthless.

The point is, minimize discussion of reach, frequency and research methodology. Talk about effectiveness and consumer response.

 


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Thursday, February 10, 2005 #6788
I am trying to find a share distribution of ad dollars spent by P&G by medium, all media. Do you know where I can find this out?

 

The Media Guru Answers(Thursday, February 10, 2005 ):

 


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Wednesday, February 09, 2005 #6787
What is the formula for combining two R&Fs?

 

The Media Guru Answers(Wednesday, February 09, 2005 ):

 


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Wednesday, February 09, 2005 #6786
What is a good computer software program to use for advertising budget projections, call projections, analysis, various forecasts, etc. We do national advertising on TV, radio, and in newspapers nationwide.

 

The Media Guru Answers(Saturday, February 12, 2005 ):
This is beyonfd the scope of Media planning/Media buying/Media research/Media department management questions.

 


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Wednesday, February 09, 2005 #6785
Are you aware of any recent research regarding the relationship between length of commercials (:15's vs. :60's) and their effectiveness with the 18-34 age group?

 

The Media Guru Answers(Saturday, February 12, 2005 ):
Not specifically. Try TV Bureau of Advertising and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. ARF materials will also be available through American Association of Advertising Agencies and Association of National Advertisers.

 


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Wednesday, February 09, 2005 #6784
Do you know of any research that makes an effectiveness comparision of full-page print ads vs. 1/2-page prints ads (specifically in business trade publications). I would love to be able to answer the question....full-page ads have an x% higher recall rate than 1/2-page ads.

 

The Media Guru Answers(Saturday, February 12, 2005 ):
Try In-Stat or The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. ARF materials will also be available through American Association of Advertising Agencies and Association of National Advertisers.

 


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Wednesday, February 09, 2005 #6783
How do you calculate an average 4-week frequency?

 

The Media Guru Answers(Saturday, February 12, 2005 ):
Divide four week GRPs by four week reach.

 


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Tuesday, February 08, 2005 #6782
Media Guru: In the LPM Markets (such as Boston), what books should you use in placing buys, such as Q2: use Feb 05 acutals against Feb 04??? I work in a small agency and have just been handed this assignment. Thanks

 

The Media Guru Answers(Saturday, February 12, 2005 ):
LPM is not the issue. Use the same time of year last year and consider share of most recent ratings period. When monthly books are available, sue in preference to mid month sweep for the quarter.

 


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Tuesday, February 08, 2005 #6779
who owns what

 

The Media Guru Answers(Tuesday, February 08, 2005 ):

 


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Monday, February 07, 2005 #6778
What is cummulative audience

 

The Media Guru Answers(Tuesday, February 08, 2005 ):
It is the sum of all the audiences of all the announcemnts in the schedule. Someone might also use the phrase to mean the net, unduplicated audience of the schedule, i.e. counting each person only one time no matter how many announcements' audiences the person is in.

 


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Monday, February 07, 2005 #6777
Does Germany (or any other European country) still run their TV advertising in 15 minute blocks between programs? If so, do all channels run this way?

 

The Media Guru Answers(Monday, February 14, 2005 ):
No, under EU, the practice has been abandoned.

 


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Monday, February 07, 2005 #6776
What is cummulative raitings?

 

The Media Guru Answers(Tuesday, February 08, 2005 ):
It is the sum of all the ratings of all the announcements in the schedule.

 


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Monday, February 07, 2005 #6775
Can you direct me to research sources on the media multiplier

 

The Media Guru Answers(Monday, February 07, 2005 ):
Googling "media multiplier effect" generates numerous relevant links.

 


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Friday, February 04, 2005 #6774
Do you have any information on the effectiveness of a 30 second TV spot over a 10 second ad. My organization is ROI driven and we seem to be doing well with the 10's. Since the cost of a 30 second spot is at least 3X, would I expect to see at least a 3X return on a 30 execution?

 

The Media Guru Answers(Sunday, February 06, 2005 ):
Media costs of :30 are usually well under double the cost of a :10. When they were new, many tests showed :10's to get about 75% of a :30's recall. But the longer form is more than just numbers of seconds or recall scores. Costs and effectiveness should be roughly in line, especially if you mix the formats. But you know what your standards of success are.

 


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Wednesday, February 02, 2005 #6773
What does the GURU know about the cost of services from companies like AudioAudit and Confirmedia?

 

The Media Guru Answers(Sunday, February 06, 2005 ):
The Guru knows nothing about their prices, specifically. Contact these vendors.

 


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Wednesday, February 02, 2005 #6772
Hi Guru, We recentrly presented a print plan to our client which we believed would have been highly effective in reaching Prof./Manag Men 25-54. The client then proceeded to compare our impressions against the impressions delivered by their online plan which were significantly higher (20.4MM vs. 3.4MM). Is this really an apples to apples comparison? Is there another way to compare the efficiences of the 2 plans?

 

The Media Guru Answers(Sunday, February 06, 2005 ):
"Efficiency" is cost per thousand impressions. So, if that's your only standard, that's that. But experience should tell the client something about the value of a print impression versus an online impression. Generally, online impressions are less expensive than print or tv impressions. If the two plans had the same cost and print impressions were six times as numerous as online, instead of vice versa, among the defined target you specify, then something is wrong.

If the plan is direct response, each thousand print impression might deliver 5-10 times the response of online, if it's static rather than "rich" media.

Yes, there are other standards than efficiency. What else is important here?

In short, comparing print and online solely on cpm is foolish.

 


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Tuesday, February 01, 2005 #6771
Hi Media Guru, How could I find out the costs of advertising on the radio in the UK? And the demographic groups of those who listen to the station? Thank you

 

The Media Guru Answers(Sunday, February 06, 2005 ):
See RAJAR and Media UK

 


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Monday, January 31, 2005 #6770
spot advertising article?

 

The Media Guru Answers(Sunday, February 06, 2005 ):

 


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Monday, January 31, 2005 #6769
Dear Media Guru, Where can I find the costs of advertising on radio stations and where would I be able to find a demographic breakdown of their audiences. Many Thanks

 

The Media Guru Answers(Monday, January 31, 2005 ):
Costs from SQAD. Demographics from Arbitron

 


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Saturday, January 29, 2005 #6768
This is a follow-up of my previous question regarding national/standard (local) cable rates. I consider your advice invaluable and, therefore, feel it would be to my advantage to understand this national/local (standard) rate card structure prior to my negotiations with the networks. Some cable networks have both National and Standard/Local rates, but their rate card states that all :30/:60 DRTV will automatically run in Local and :120 DRTV will air in National. However, one cable network describes their DRTV rate structure as follows: National Rate Card Advertisers paying the National rate card will air in National inventory only. If National inventory sells out, units will be automatically pre-empted. Advertisers that submit schedules below the National rate card, without prior approval will be subject to local. Standard Rate Card Advertisers paying the Standard DR rate card are subject to local insertion, but will be placed in national inventory when available. Paying above this rate card will ensure better clearance and offer a greater possibility of national exposure. Obviously, I can pay the National Rate, the Standard Rate or somewhere in-between. So, here's my two questions -- 1. Surely, the Standard Rate is negotiable as well? 2. I’m still unclear on the meaning of “local insertion” in this context – does it mean regional feeds? If so, is the difference between National and Standard/Local that National runs within the program and Standard/Local/Regional airs between programs and/or within a local commercial pod?

 

The Media Guru Answers(Sunday, January 30, 2005 ):
The short answer is everything is negotiable, but you have to actually talk to your vendors.

 


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Friday, January 28, 2005 #6767
How come Light Emitting Diode signs are not considered out of home structures?

 

The Media Guru Answers(Sunday, January 30, 2005 ):
They are if they are ad-bearing.

 


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Friday, January 28, 2005 #6766
I requested national direct response rates from several cable networks (Lifetime, Court TV, etc.). The DR rate cards they sent me all have two rates for any given daypart -- national rates and local rates -- local rates being approximately half the cost of national rates. So, say I pay the cable network's LOCAL DR rate for a NATIONAL DR spot -- does this mean my DR spot will air nationally, but be placed in the system's local avail time slots rather than the national pods? Would each local rate/national spot I buy air in the same local commercial pod simultaneously in each market? Would my local rate/national cable spot air in satellite homes? (Satellite sells it's "local" avails as national coverage in satellite homes, right?) For that matter, cable system operators sell their "local" avails as local market-specific avails. So how can national sell spot in the local pods? Since direct response spots are immediately pre-emptible by any advertiser paying a higher rate, does that mean that any given local rate/national spot I buy could air in some markets and be bumped in others? I'm a pro at spot TV, but need some education buying national cable. The last thing I want is to sound like a dork during negotiations. Please help!

 

The Media Guru Answers(Friday, January 28, 2005 ):
You need to discuss this with the cable networks. It makes little sense as described, unless they are talking about regional feeds, as the broadcast networks do. In that case the air-time is not actually the "local avails."

 


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Thursday, January 27, 2005 #6764
At $2.4 million per :30, what happens if the SuperBowl runs longer-- will the network "give" major sponsors the extra unsold commercial time?

 

The Media Guru Answers(Friday, January 28, 2005 ):
Some of the largest advertisers will have been offered the option on spots in over-run time.

 


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Thursday, January 27, 2005 #6762
Is there any research that shows effectiveness of running multiple print ads in the same issue of the daily newspaper?

 

The Media Guru Answers(Friday, January 28, 2005 ):

 


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Thursday, January 27, 2005 #6761
I am currently working with a product bottle in the house cleaning/deodorizing retail industry that is : totally black and green, yellow logo. All my research leads me to believe that since the avg. household cleaning product purchaser is female 25+, and prefers strong vibrant colors (minus black)...this color combo will not be effective to induce sales for this "1st time" product roll out. The company owner feels this color combo will "jump out BAM" and grab atention. I'm afraid it will in fact, grab attention, but in a non-purchase format. My media question: I am working on a media plan for this product, and fear the colors are wrong for the audience (broadcast, target-F30-64). Any advertising research that addresses this color preference issue?

 

The Media Guru Answers(Thursday, January 27, 2005 ):
The recently discontinued "American Demographics" did publish a report about color preferences. Ad Age has taken it over and may have archives.

Otherwise try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. ARF materials will also be available through American Association of Advertising Agencies and Association of National Advertisers.

 


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Wednesday, January 26, 2005 #6760
I'm doing a radio buy for POLITICAL ISSUE advertising(school bond issue). The rate cards the radio stations are giving are too high. Is there a policy they must adhere to for LOCAL political issue advertising? Are everyone's policies different?

 

The Media Guru Answers(Wednesday, January 26, 2005 ):
The policies are built around time-before-election dates and whether local or national. The policies for candidates at typical November elections, may be different than those for issues at off-time elections like school budgets.

 


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Monday, January 24, 2005 #6759
can you explain the three hit theory

 

The Media Guru Answers(Monday, January 24, 2005 ):

 


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Sunday, January 23, 2005 #6758
what in internet planning

 

The Media Guru Answers(Tuesday, January 25, 2005 ):

 


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Sunday, January 23, 2005 #6757
what is media planning

 

The Media Guru Answers(Tuesday, January 25, 2005 ):

 


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Friday, January 21, 2005 #6756
How do you best calculate "return on advertising investment"?

 

The Media Guru Answers(Friday, January 28, 2005 ):
Most simply, it's a matter of looking at incremental returns per ad dollar. The trick is setting the standard for "return." It could be incremental dollars of sales, for example. That is, suppose I am selling $10 million dollars worth of goods right now and I spend $1 million on advertising. Then I spend another $1 million on advertising and sales rise to $15 million. I have a 500% (or 5:1) ROI for that added ad spending.

 


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Wednesday, January 19, 2005 #6755
What is the optimal percentage of sales to use when developing advertising budgets?

 

The Media Guru Answers(Sunday, January 30, 2005 ):
It depends on category competition, brand profitablity and other factors specific to you product or service. There is no useful generality.

 


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Wednesday, January 19, 2005 #6754
what is return on advertising investment

 

The Media Guru Answers(Sunday, January 30, 2005 ):
Incremental revenue / profit divided by ad spending.

 


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Wednesday, January 19, 2005 #6753
Dear Guru, is it appropriate to use the newsletter form to promote a newspaper?

 

The Media Guru Answers(Sunday, January 30, 2005 ):
The Guru would not consider it to be the best method.

 


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Wednesday, January 19, 2005 #6752
Dear Guru, please let me know which are the main topics / information / that I am supposed to write in a newsletter. Can I use the newsletter form to promote a newspaper?

 

The Media Guru Answers(Friday, January 28, 2005 ):
Newsletters are wide-ranging in topic and content. Promting a newspaper through a newsletter doesn't sound useful, unless you mean something like advertising in a trade newsletter to attract advertisers for a newspaper.

 


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Tuesday, January 18, 2005 #6751
Media Guru: When designing a print campaign in a weekly newspaper, which would you recommend? Smaller-size ads running more frequently or larger ads running less? Is there research to support the retention of messages in either format?

 

The Media Guru Answers(Friday, January 28, 2005 ):
The Guru would opt for frequency id the size difference is small, e.g. hal vs full pages.

Try Starch AdNorms and The Newspaper Advertising Association

 


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Tuesday, January 18, 2005 #6750
Which would the media guru recommend for a weekly newspaper campaign: Smaller ads with higher frequency or larger ads with less frequency? Is there research to support retention levels of one vs. the other?

 

The Media Guru Answers(Tuesday, January 25, 2005 ):
A campaign in weekly newspapers or a campaign for a weekly newspaper? In a weekly newspaper, the Guru believes more frequency wins, assuming the same total amount of space is used and ads are not too small. E.g three consecutive one-third page right hand ads will outperform a single full page. In some categories there could be exceptions,m of course. Try Starch AdNorms for research.

 


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Tuesday, January 18, 2005 #6749
Posting from Local People Meters. Has anyone begun posting by specific day off of the LPMs? We're concerned that the sample sizes may not be large enough. Any advice?

 

The Media Guru Answers(Wednesday, January 19, 2005 ):
It is simple to look at the tolerance range of any rating. If you find a 2.0 rating is +/- 1.5 on a single day basis, but +/- 0.2 on a weekly basis, then using single days might be inadvisable. If you are buying a strip and have several instances of the same progam in your schedule, your results will balance out just as does the aggregated weekly sample.

 


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Tuesday, January 18, 2005 #6747
Hi, Guru Thanks for your prompt answer. In fact my doubt was about the correct way to calculate the average between 2 or more TV programs. All my life I've been doing that in the arithmetic mode, as I exemplified im my message, but some time ago I was told that it was not the correct way anymore. According to some people, the arithmetic average would have been replaced by the weighted average, where the weights would be the duration of each TV program. Do you think that I must change from arithmetic to weighted average? Thanks in advance, Luzia

 

The Media Guru Answers(Tuesday, January 18, 2005 ):
Depends on context. If the two programs are on a station from 8:00 to 9:00 and 9:00 to 9:30 and you are discussing the average rating for that time period, you must weight them,

If you are advertising in both, one time each, and want to discuss the average rating of the programming in your schedule, just do the arithmetic (one of each) average. It is not something that has changed over the years, but varies according to the application.

 


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Monday, January 17, 2005 #6746
I would like to enter the field of advertising sales for magazines. Where can I find contact information for media buyers of companies? This information is usually not published on company websites.

 

The Media Guru Answers(Monday, January 17, 2005 ):

 


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Monday, January 17, 2005 #6745
Hi, Guru I have 2 TV programs, one of them rated at 35 and the other at 70. May I say that the average rating is 52.5?Luzia

 

The Media Guru Answers(Monday, January 17, 2005 ):
Yes, you could say that, but why flatten an interesting difference?

 


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Monday, January 17, 2005 #6744
Dear guru, I have been asked to plan the launch campaign for a brand new relocations company specialising in the UK market. Any ideas as to what might be effective? This is also my first campaign and I want to impress!

 

The Media Guru Answers(Monday, January 17, 2005 ):
To impress, find the research that tells you who relocates and when. Then find media to fit.

 


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Monday, January 17, 2005 #6743
Dear Guru, Do you think that the use of electronic media has affected the political arena by creating a level playing field, for example its effectiveness in the recent US presidential elections as compared to traditional media usage?

 

The Media Guru Answers(Monday, January 17, 2005 ):
The last thing reliance on electronic media has done is level the playing field. It has made money (donations) all the more important in buying elections. Or perhaps by "electronic media" you mean online (TV and radio are electroninc media). Online has leveled the playing field somewhat, but not to the extent other media would indicate by their rabid reporting of bloggers.

 


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Thursday, January 13, 2005 #6742
Dear Guru, I am a media director for a very very small agency. My boss (the owner) has sold one of our national clients on the idea of network radio. All fine and good except that their budget allows the purchase of only 3 spots per week!!!!!!!!!!! I have been unsuccessful thus far in trying to convince him that this will not be effective. Do you have an opinion on minimum levels to be effective on Network radio?

 

The Media Guru Answers(Thursday, January 13, 2005 ):
Do they understand reach and frequency at all? Does the network to be used have a rating of 1.0? So the message will reach perhaps 1 or two percent of the target each week an average of 1-2 times per person? Perhaps 5% in four weeks? Can you express the limited POSSIBLE effects? It makes no sense to do this if the money could buy a real schedule in a few markets.

This sounds like a client with a delusion that it is "national." With this plan, it will be nowhere.

As for effective levels, this will depend on target, and what are the marketing goals, but generally the same standards of schedule as in spot radio will work. One possible exception; if you are sponsoring a strongly authoritative commentator, like Tom Joyner or Paul Harvey, their influence can affect a brand, at least among their audiences, with relatively few weekly spots.

 


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Wednesday, January 12, 2005 #6741
Dear Guru: We have just landed a new account in the Southeastern part of the U.S. which specializes in the re-building and repair of homes that have had significant damage due to hurricanes and/or storms. What type of a demographic target do you think we should be targeting for a business such as this?

 

The Media Guru Answers(Thursday, January 13, 2005 ):
Off-hand, the Guru would target a homeowners demographic, perhaps A25+. Unless there is anything you know that makes damaged homes different than others in the same area.

 


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Wednesday, January 12, 2005 #6740
Hi Guru- Do you know of a resource where I can find a reported average CPM range for Direct Response Advertisers for magazine?

 

The Media Guru Answers(Thursday, January 13, 2005 ):
No. There are too many other variables such as ad unit and target and magazine type. YOu might be able to calculate from competitve spending records and rate cards.

 


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Tuesday, January 11, 2005 #6739
media planing

 

The Media Guru Answers(Wednesday, January 12, 2005 ):
Go to the Guru Archives Search Engine. Use "media planning" as your search term.

 


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Monday, January 10, 2005 #6737
i want to know all about media planning in advertising

 

The Media Guru Answers(Wednesday, January 12, 2005 ):
Go to the Guru Archives Search Engine. Use "media planning" as your search term.

 


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Friday, January 07, 2005 #6736
Where can i find examples of organisations media strategies?

 

The Media Guru Answers(Friday, January 07, 2005 ):
Such information is not generally published. Sometimes a trade article will feature an outstanding one, but not a "typical" one.

Try Ad Age or MediaWeek.

 


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Friday, January 07, 2005 #6735
When do I use radio?

 

The Media Guru Answers(Friday, January 07, 2005 ):

 


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Tuesday, January 04, 2005 #6733
National Radio is expected to experience what % of growth in 2005?

 

The Media Guru Answers(Friday, January 07, 2005 ):

 


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Monday, January 03, 2005 #6732
Guru, If I want to look at a total reach/frequency for several TV schedules that have run over the course of a year (same demo, various creative messages), does it make sense to use the highest reach and to just add up the frequency of all the schedules? Thanks for all your help!

 

The Media Guru Answers(Monday, January 03, 2005 ):
If you are trying to calculate a cumulative reach and frequency for the year, and any one schedule delivers 95 or more, then you can probably safely call the cume "99+." Then add all the GRPs and divide by 99 to determine the year's cumulative, average frequency. You would have a total reach, total GRP and average frequency among the total reached. "Total frequency" must apply to a specified group and this seems to be the most logical group.

If the best schedule delivers much less than 95, then you should process all the schedules together to determine annual cume reach as your first step, then proceed as above.

 


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Saturday, January 01, 2005 #6731
I am currently dong an assignment in which we have to critically analyse a companies media strategy and come up with a new one. I am using a childrens hospital charity and was wondering if you could tell me which media theory charities tend to use when constructing thier media plan?

 

The Media Guru Answers(Sunday, January 02, 2005 ):
Charities have varying goals, as do commercial marketers. Since many below the AdCouncil-supported level rely on pro-bono sevices, media strategy is probably a generally neglected area.

The Guru's observation is that, for basic fund-raising solicitation, direct mail is most often the simple solution. More ambitious image building programs and those promoting specific events may rely on free time and space donated by the media more than they try to execute a true plan based on budget allocation and considering all media.

 


Additional GURU questions and answers are available in the Guru Archives

 


 

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