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.

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Tuesday, December 22, 2009 #7747
Do any agencies buy radio by CPM as opposed to CPP? What would the advantage or disadvantage be for either?

 

The Media Guru Answers(Wednesday, December 23, 2009 ):
Certainly some do. CPM focuses on impressions and CPP on ratings. The impressions version, which might look at listening in a broader area, is possibly a direct response approach. The ratings version is more attuned to the impact in a piece of geography, and might better fit a branding campaign.

 


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Thursday, December 03, 2009 #7746
what are the subjective factors/qualitative data one ought to look at when planning and buying media beyond plain readership numbers?

 

The Media Guru Answers(Thursday, December 03, 2009 ):
The biggest such issue is how well the media environment supports the brand image and brand message. Others are efficiency and effectiveness in coveying the message memorably. The list goes on and on.

 


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Thursday, December 03, 2009 #7745
what are the seven steps of media planning

 

The Media Guru Answers(Thursday, December 03, 2009 ):
Someone might have seen the process as seven steps, the Guru finds more. See the Guru's Parts of a Media Plan

 


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Tuesday, December 01, 2009 #7742
Do you have any research on average commissions for media planning vs. buying? We are the planning agency trying to make a case for equal or better compensation than the buying agency. Thanks!!

 

The Media Guru Answers(Wednesday, December 02, 2009 ):

 


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Friday, November 27, 2009 #7741
I believe a powerful media mix is customized, individually labelled direct mail, contextual on line campaign and radio for frequency. However, I can't find any stats to back up my gut feeling. Any suggestions?

 

The Media Guru Answers(Friday, November 27, 2009 ):
This might well be a powerful mix for certain marketing goals. And, no doubt, lsss so for others. It is rather unquantified to expect it to be measured.

DM results are typically only available to the adveertiser itself so general norms are rare. And the permutaitons of combinations with two other media are too numerous to expect published stats.

Is 50% DM / 30 % radio / 20 % online comparable to 10% DM / 70% radio / 20% online?

Is one ideal for bank cards while the other is ideal for dogfood branding?

 


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Friday, November 20, 2009 #7740
What is known about the effectiveness of using direct mail in conjunction with radio?

 

The Media Guru Answers(Friday, November 20, 2009 ):

 


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Tuesday, November 17, 2009 #7739
Do you have squad information?

 

The Media Guru Answers(Wednesday, November 18, 2009 ):
Not here. See SQAD On 17 Nov 2009 at 23:35, WWW Ask Guru Form wrote:

 


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Tuesday, November 17, 2009 #7738
Dear Guru, I'm a marketing assistant on an online company that is starting to do TV marketing. I have the following questions concerning smaller sized TV-campaigns; is there any recommended value one should optimally achieve or get when it comes to GRP and OTS values? What is a good benchmark? What would be typical in Europe, for a bit smaller sized TV-campains (i.e. not always prime-time and in a limited number of nationwide reaching TV-channels)? Many thanks in advance!!

 

The Media Guru Answers(Wednesday, November 18, 2009 ):
There are many minimum theories. A minimum reach level of more than 50% of the target reached at least 3 times is one the Guru finds generally acceptable.

In different media or different countries with different research systems and metrics, the GRPs / OTS behind this level can vary considerably

 


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Tuesday, November 17, 2009 #7737
Dear Guru, Any theory for arrange/split budget to each selected media vehicle ? Thanks. (e.g. TV/NP/RD/OOH)

 

The Media Guru Answers(Tuesday, November 17, 2009 ):
  • Determine your primary medium, based on your communications goals
  • Use that medium up to the point of diminishing returns within communications goals, for example where its reach curve flattens
  • Add the next most important medium within the communication goals. This might be based on adding reach or needing a print vehicle to carry coupons or required FDA information, etc. Use as much of this medium as communication goals demand. Is it a neccessary number of coupons in consumer hands to generate required redemption? Is it every issue of a selected magazine during a prescription drug broadcast schedule?
  • In short, a medium is added in response to communication goals and used to the extent required to fulfill those goals.

 


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Thursday, November 12, 2009 #7736
When you look at data on media spending from TNS, it listed a category called "SLN TV." It is not syndication because that is a seperate column. So what is it an abbreviation for?

 

The Media Guru Answers(Thursday, November 12, 2009 ):
"Spanish Language Network TV"

 


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Monday, November 09, 2009 #7735
What runs on the network national feed during the time when local stations can run spot advertising? If it is more than just PSAs on the national feed, how are the GRPs on the national feed calculated, as to not overcount markets that are running their own spot ads instead?

 

The Media Guru Answers(Tuesday, November 10, 2009 ):
Network time that is designated for local use can only be used as remnant time (or carry PSAs), since it is up to local staions to program it. Since it does not carry national commercials, it is not rated by NTI.

 


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Tuesday, October 27, 2009 #7734
Guru, when choosing a btob website for advertising, which is more valuable; using a site that is BPA audited? Or using a site that employs an IAB compliant ad server?

 

The Media Guru Answers(Tuesday, October 27, 2009 ):
Both have value, it depends on your goals and issues.

 


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Wednesday, October 14, 2009 #7733
Please explain the difference between an overall television buy reporting a reach of 84.3% with a 3.3 frequency and a 3+ reach indicated at 51.5%.

 

The Media Guru Answers(Wednesday, October 14, 2009 ):
84.3% saw the campaign one or more times, and averaged 3.3 times. 51.5% saw the campaign 3 or more times. These could be results of the same buy.

 


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Wednesday, October 14, 2009 #7732
I'm trying to make sure I'm on the right track. How do I determine the estimated percentage of youth (15-24)to be reached by a program shown on one channel (5 times a week) versus an ad on multiple channels (GRP 130-140 wkly).

 

The Media Guru Answers(Wednesday, October 14, 2009 ):
The latter case is a simple r&f. The cume within one program s mre specific and must be pulled directly from Nielsen reports. Nielsen N-Power is one suitable tool.

 


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Tuesday, October 13, 2009 #7731
How do you respond when the client asks "what if we spend $XX less or $XX more on this campaign"? Is there a "tipping point" on expenditure versus return?

 

The Media Guru Answers(Tuesday, October 13, 2009 ):
Reach is one good metric. You can observe the point where the reach curve of your first medium begins to flatten, and then shift to the next medium. So you can determine if the next $XX goes to more of the lastt medium added or to a new one. Or do you eliminate the last medium when budget goes down. You need to think about what is the minimum level to bother wth a medium.

Your goals may not be reach. Do you add or subtract markets when budget changes? You can think about sales potential.

In short, look to your communication goals and how changes in budget move ou toward or away from them

 


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Monday, October 12, 2009 #7730
Thanks for your answer regarding holiday viewing. We subscribe to the ratings, but only have access to November numbers. How would I go about getting numbers from December?

 

The Media Guru Answers(Monday, October 12, 2009 ):
You need to get network or metered market numbers.

 


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Monday, October 12, 2009 #7729
Can one document and measure the decline, if any, in TV viewership during the Christmas holiday season? Put another way, in 2008, what was the difference in TV viewing during the cumulative weeks of 11/3, 11/10, & 11/17 versus the cumulative weeks of 12/8, 12/15, & 12/22?

 

The Media Guru Answers(Monday, October 12, 2009 ):
Nielsen viewing data is available by day or week.

 


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Wednesday, September 30, 2009 #7727
Dear MC, When reporting reach figures - how many decimals should you show after the point? I have heard people saying that 25.76% is incorrect and instead it should be 25.7% Please advice

 

The Media Guru Answers(Wednesday, September 30, 2009 ):
It's not a matter of "incorrect."

In some cases reach is commonly to one decimal. In other cases rounded to integers.

A standard should be mutually understood.

 


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Monday, September 21, 2009 #7726
I have to do a planning for insurance that use DRTV strategy on national TV, do you have any theory for select TV program such as Low attention gives better respond than high Rt/ or high attention. Thank you. Cheta

 

The Media Guru Answers(Monday, September 21, 2009 ):
In the absence of past experience for your brand or product, buy broadly and cheaply. But the key is close tracking of results and rapid switching to better performers / elimination of weaker performers.

 


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Saturday, September 19, 2009 #7725
A typical day in media planners life? please elaborate.

 

The Media Guru Answers(Sunday, September 20, 2009 ):
This general question cannot be anwered meaningfully.

A planner in a large, very hierarchical agency, who works on a team on a single, major package goods brand has a very different daily experience than a small agency planner working solo on several accounts, and is different than a retail planner or a direct reponse planner, etc.

THe essence of the job is interpreting marketing goals into media objectives and strategies, assessing best media approaches to those goals and putting them together for implementation. THe portion of the day spent in meeting vendors, superiors, subordinates, clients, etc varies wildly, as does the portion spent analyzing, writing, presenting and dealing with internal drudgery.

 


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Thursday, September 17, 2009 #7724
Dear Guru,one of our clients wants to launch a new make-up brand. How can we calculate the expected brand and/or advertising awareness after 1 wave mediacampaign? (we do not have benchmarks or post-test on this category) Thanks already for your help with this. Kind Regards

 

The Media Guru Answers(Thursday, September 17, 2009 ):
The maximum ad awareness would you could acheive would be equal to your reach. According to some theories, it would only equal your 3+ reach.

But the degree of awareness you might measure in research will no doubt depend on creative, promotion and other non-media issues

 


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Monday, September 07, 2009 #7723
Dear MG!!! I've heard about TRA research. Can you explain to me how they match TV viewing data and purchase data? What do think about future of this research system? Thank you a lot!

 

The Media Guru Answers(Monday, September 07, 2009 ):
Details of their process is on their site at TRA Global.

Other research systems combining TV ratings and scanning of purchses have neen around for years, without ovewhelming success.

 


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Wednesday, August 26, 2009 #7722
I need to convert 4 week reach into 6 week reach. I have the total GRPs and HH, but I'm not sure what the 6 week reach is or how to figure it out without media buying software and the Marketers Guide to Media only has a table for up to 4 weeks. Is there a formula I can use to figure it out? Please help! Thanks so much!

 

The Media Guru Answers(Thursday, August 27, 2009 ):
The software is the real solution. However, in general, in broad strokes, for mid-level media weights, the six week reach will not be very different than the reach of the equal GRPs total over 4 just weeks.

For easy access to real software, try our own eTelmar or call our Telmar ala carte service (Sales) @ 212-725-3000.

 


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Wednesday, August 19, 2009 #7721
Where can I find information on the compensation trends for media agencies (Commission vs. Fee)? As well as, information on why it is trending that way?

 

The Media Guru Answers(Wednesday, August 19, 2009 ):

 


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Thursday, August 13, 2009 #7720
Is there a place on-line where I can go to get a fact sheet on specific markets (like Syracuse) for test marketing purposes? Info desired includes TV stations, radio stations, newspapers, demographics.

 

The Media Guru Answers(Thursday, August 13, 2009 ):
Standard Rate and Data Service (SRDS) is such a resource, but it isn't free.

 


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Tuesday, August 11, 2009 #7719
Can we weight magazine GRPs by position? i.e a 4PC vs an outside back cover? which position is more visible an Inside front page color vs a front cover gate fold?

 

The Media Guru Answers(Thursday, August 13, 2009 ):
The tool you want is MRI Starch AdNorms

 


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Thursday, July 30, 2009 #7718
I need reach and frequency on a campaign that includes 3 eighth page newspaper ads and 12 home page leaderboards. I would like to know how to calculate this as a combined campaign and what figures I would need to perform this calculation. Thanks for your help!

 

The Media Guru Answers(Thursday, July 30, 2009 ):
First, unit size is not a factor.

You need to determine the total print reach and the total online reach separately. You should have software for each medium, most likely from your audience measurement provider.

Or consider our own eTelmar. You may go here to see past Guru instructions on combining reach and frequency.

 


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Friday, July 24, 2009 #7717
Any suggestions on where I may find research on the relative effectiveness of a magazine FP + 1/3 ad unit versus a FP alone? I've looked at MPA.com.

 

The Media Guru Answers(Saturday, July 25, 2009 ):
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 24, 2009 #7716
Hi - Can you tell me what "coverage area rating" means in the following sentence? Thanks. "Last night's premiere at 10PM posted a 2.1 total US HH rating, which converts to a 2.5 coverage area rating and a 4.2 HH share."

 

The Media Guru Answers(Friday, July 24, 2009 ):
This sentence is apparently about a cable network with subscribers (coverage area) amounting to about 84% of the total US.

The scenario is roughly:

  • There are 114.5 million US TV homes
  • This cable network has about 96.2 million subscriber homes in its "coverage area."
  • Apparently, the premiere had an average audience of 2.4 million, which is a 2.5% rating in this coverage area
  • but only 2.1% of all US TV HH.

 


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Friday, July 24, 2009 #7714
Thanks for your replay! Concerning TV i use model based on Ostrow's approach to define eff. frequency. Now I faced with a problem regarding OOH. I have to set eff. frequency goals in OOH for ad campaign and I wonder is there are some concrete methodology to substantiate it. May be you can kindly share with me with the information (sourse) re models or specific approaches?

 

The Media Guru Answers(Friday, July 24, 2009 ):
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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Thursday, July 23, 2009 #7713
Guru, can you provide me any information about effective frequancy in OOH and Print? Thanks!

 

The Media Guru Answers(Thursday, July 23, 2009 ):
Effective frequency can be calculated for print in the same ways as as for broadcast. Since print (i.e. magazine) typically produces higher reach / lower frequency as units are added to plans, the patterns will be different in seeking to get 3+ frequencies if that is your goal level.

In out-of-home, however reaches and frequncies are typically so high, e.g. reaches over 80 for small plans, with average frequencies over 10, effective frequency goals are a separate kind of consideration.

 


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Tuesday, July 14, 2009 #7712
I'm developing a weighted index chart for print using CPM, comp, etc. In the cases where higher is BETTER (e.g., how many free pages we'd receive with a schedule), how can I build a formula to reverse the index to reflect a high index for a high number? Thanks

 

The Media Guru Answers(Wednesday, July 15, 2009 ):
The Guru believes you must mean if a high index is means better, how do you creeate a higher index when a lower value is preferable, as in CPM?

In such a case, the Guru would ignore the weight of dollars or impressions behind the cpm and calculate a straight average of the cpms in the plan, then divide the average medium's cpm by the specific medium's cpm to make a low cpm reflect a high index. I.e., if all the cpms average to $5.00, then a $4.00 cpm would have an index of 125 (5 4 x 100), and a $7.00 cpm would have an index of 71.

 


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Monday, July 13, 2009 #7711
Where can i get cpp's for markets that fall into the top 100 radio markets without subscribing to a service? For example: Philadelphia, cleveland and Wilkes Barre Scranton. I don't have a complete list of the markets yet. Thank you.

 

The Media Guru Answers(Monday, July 13, 2009 ):
You either subscribe to a service or do the work.

The "work" consistes of talking to a few reps. There are not many representing radio stations these days. Start with Katz Media Group

 


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Wednesday, July 08, 2009 #7710
GM, is there a simple method for calculating Gross Index? thank you.

 

The Media Guru Answers(Friday, July 10, 2009 ):
The term "Gross Index" is not meaningful to the Guru without some context.

 


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Wednesday, July 01, 2009 #7709
Guru, thank you for your insight. Is such a complicated formula needed to create a cover guide? Or is there a simpler equation to calculate this? Id like to create a spread sheet in Excl to use as a guide when planning.

 

The Media Guru Answers(Thursday, July 02, 2009 ):
In the olden days (1960's - 70's) we made up tables of actual calculated reach and frequency results from measured schedules that Nielsen reported. The table might have rows of GRP levels and columns reflecting schedule dispersion, i.e. number of announcements per program or network used. Or, if you have this much information, you can develop a crude "curve" formula.

But you must start with some actual reach and frequency results to build the table or curve. If the formula was as simple as A * B C3, the Guru would have told you in the first place. There are simply too many variables make it simple.

Different ratings sizes; duplication between one announcement and another; duplication between one station or network and another, different cume patterns of different demographic groups, different ways these all behave in different dayparts, in cable versus broadcast, etc.

Our own eTelmar is one reasonably priced solution.

 


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Wednesday, July 01, 2009 #7708
Guru, Can you help me with the formula to predict reach for television. i.e. What figures/stats are used within the formula and what is that formula? Your guidance is much appreciated!

 

The Media Guru Answers(Wednesday, July 01, 2009 ):
Ratings / grps are the usual input. Duplication data, at least in the form of "curve" formulas is also needed. 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, June 30, 2009 #7707
Dear MG! I've read some information about Apollo project(Nielsen and Arbitron) findings - that messages gained effectiveness for up to eight repetitions per four week period. But Jones and Ephron findings told us that one contact is effective and enough. Can you told me where is the truth? Is there any standart for media planners ? Thank you a lot!!!

 

The Media Guru Answers(Tuesday, June 30, 2009 ):
Project Apollo was abandoned over a year ago, whether that had anything to do with its findings or not.

The Guru sees no conflict between "one contact is effective and enough" (especially if it's the last one just before purchase, and the idea that effectiveness is gained with repetition. Enough may be enough, while more is better. "Enough" may meet sales goals and more might double them.

 


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Thursday, June 25, 2009 #7706
Is there an ideal DRTV schedule? ie number of spots per station/daypart? Also, what are the standard metrics for evaluating repsponse to Direct Reponse TV Schedules?

 

The Media Guru Answers(Friday, June 26, 2009 ):
No single ideal.

If you don't have the experience to buy narrowly, order as many spots as you can, knowing many won't run. Spread your schedule as broadly as possible to find out what works best. Track orders against ads immediately to be ready to adjust schedules. Brand buying logic may drive you to prime, but that's expensiven and may not show a good ROI. Cosmetic products may do best in daytime soap opera hours, insomnia or anti depressant ads may do best in overnights.

Experiment and learn and prepare to be flexible.

 


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Thursday, June 25, 2009 #7705
Dear Media Guru, I would greatly appreciate your assistence with the following. Normally we buy tv according to GRPs. However in some countries tv stations do not sell on a GRP basis and we have to buy minutes but we plan on GRPs with the agencies. Now each agency pitches with a completely different number of GRPs for the same tv channel mix and time period, % Primetime and PIB. Is the correct way to calculate GRPs in this case to take the average GRP level of the same time a year before or in the case of fluctuations the average GRP level of the last 6 to 9 months and apply this to the minute rates to get CPPs. We have proposals which differ vastly from each other and we dpn't know who to believe. Or should we go to the telemetric institute of the country and get the average data over time from them to check the offers ourselves? Many thanks for your help as I am tearing my hear out here Elecgrl

 

The Media Guru Answers(Thursday, June 25, 2009 ):
Frankly, your question is unclear to the Guru. If the Guru understands the question:
  1. Various vendors are estimating different GRP levels for the same schedules
  2. You have a variety of ways to estimate GRP yourself
  3. Or you can buy reliable estimates

You simply need to choose one approach, apply it to all vendor offers equally, and proceed to make your buys.

 


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Wednesday, June 24, 2009 #7704
Hi Guru, I have a question about post buying. I work out of a 4 sweep market. For posts, I'm assuming that I'd use FEB for buys placed in Jan, Feb, & Mar, MAY for April, May, June, JULY for July, Aug, Sept, and NOV for Oct, Nov and Dec. What happens if I do a buy for Sept, and place it in mid August. By then, the new July 09 book would be out. So if I use the new July 09 book for planning, then what would I post Sept's buy with?

 

The Media Guru Answers(Wednesday, June 24, 2009 ):
If your policy is to post Sept on the July book, why does the situation you describe change it? Posting is only affected by when the buy runs, not the date of order. You should post well this time.

 


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Friday, June 19, 2009 #7703
Guru, I have a client who is insistent on using pennysavers to alert area residents of a new train service to a major league stadium. I had suggested major daily newspapers covering the region given that it's paid, provides sports coverage, etc. But they are opting for free weekly pennysavers. I'm certain I can obtain some demo info from the publisher but there is no way to understand reader interest. How would I go about perhaps statistically in show major dailies do a far better job of reaching the right audience over these cluttered shoppers?

 

The Media Guru Answers(Saturday, June 20, 2009 ):
The Guru believes you have one of the of the key points: sports coverage. Environmental support in your media choices is an important driver of message impact. In thias case, it probably outweighs statistics. But try the The Newspaper National Network for research.

 


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Tuesday, June 09, 2009 #7702
Good morning MG. We recently ran a campaign on Facebook with 3.3 million impressions and 1,127 clicks. The question now being asked is "what's considered effective regarding impressions/clicks?" The campaign ran February - June, I know this is a loaded question but I am hoping you can give me your thoughts.

 

The Media Guru Answers(Thursday, June 11, 2009 ):
The old standard average was 0.2% click through. In reality, if you met your goals you were effective.

 


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Tuesday, June 09, 2009 #7701
May I ask "What is and how to I access a PAL INDEX"?

 

The Media Guru Answers(Thursday, June 11, 2009 ):
The Guru believes you may be referring to a proprietary media software tool of IMS Media Solutions. They would be the ones to ask.

 


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Monday, June 08, 2009 #7700
Media Guru thanks so much for your explanation on my ques #7699. Is there a different factor or formula I should be using to tally the cume of my reach over a 12 month online campaign that uses the same websites from month to month?

 

The Media Guru Answers(Thursday, June 11, 2009 ):
You need a tool like comScore-MediaMetrix or Nielsen//Netratings

 


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Thursday, June 04, 2009 #7699
We have been using the following formula to add reach from month to month for our online campaigns: (R1+R2)-(R1*(R2/100))*.96. After some research on your site, the initial part of the formula seems to be the formula for random probability but I'm not sure where the multiplying it by .96 came from. Any thoughts? Could that be another estimate on duplication?

 

The Media Guru Answers(Saturday, June 06, 2009 ):
Applying a factor like "0.96" is an old technique to adjust random duplication (which, as you say, is the first part of your formula) for the fact that duplication in some cases is somewhat greater than simply random.

Between different media, such as print and tv, it is thought to be truly random, that is, there is no greater likelihood that a newspaper reader of your campaign will see your tv campaign, than any other two random events.

However, between two elements of the same medium, like two TV dayparts, there is a more than simply random chance of duplication. That is the traditional case for using a factor like 0.96.

Between consecutive time periods of the same medium, as in your case, the Guru expectss a much greater chance of duplication. You are looking at new exposures of the same vehicle, which should be represented as accumulating along one sharply flattening asymptotic curve (see below). It's a "cume," not a "combination." Random combination is far too optimistic. Unduplicated users from the first few months to the next added would probably become virtually total unless each month used unique, unrelated sites.

 


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Wednesday, June 03, 2009 #7698
How can I determine how much money I should spend in banner advertising in a given market without over-delivering? I know it's a very general question, but there aren't many tools available to small agencies that are inexpensive. It's easier with TV, as there are general TRP/Reach/Frequency benchmarks, but with online it's much more difficult. If you can provide any general guidelines that would be great!

 

The Media Guru Answers(Wednesday, June 03, 2009 ):
You seem to be mixing questions of metrics and benchmarks.

Are you asking how much to do or how to tell if you've done it?

How much to do is a matter of what needs to be accomplished. Are you looking for direct sales or driving traffic to a site? In any case web results are instantly trackable so you must stay on top of results. If you have an amount you want to run, you should be buying on a cost per thousand impressions or cost per click basis. The you get what you pay for and it's up to the sites to document delivery.

 


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Monday, June 01, 2009 #7697
Hello MG, This question may be a bit off-point, but in the wake of all the budget cuts due to the economy, many clients are reducing media services (ie, removing OOH planning, placing their own print, etc.) However, one of the things that surprised me was that one client removed "posting" for both TV and Radio as part of our responsibilities. Their reasoning was that if the rates and points were negotiated, then the station could take of post buys. Other than the fact that no one would be checking on the station's post, I cannot find anything wrong with this model. Is there anything that you can think of that would make this a poor business practice? Thanks!

 

The Media Guru Answers(Tuesday, June 02, 2009 ):
It's very trusting

 


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Wednesday, May 27, 2009 #7696
Hey Guru Thanks for all your help. I've got a bunch of press clippings which require evaluation. Have heard that AVEs (multiplying the column centimetres by the advertising rate)isnt the most robust form of evaluation - can u suggest something else?

 

The Media Guru Answers(Thursday, May 28, 2009 ):
If you are talking about putting a media value on "earned space," the Guru endorses your approach. If something else, it probably isn't a media question.

 


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Thursday, May 21, 2009 #7695
please help me understand difference/ relation b/w reach & OTS

 

The Media Guru Answers(Sunday, May 24, 2009 ):
As other Guru queries have explained, "OTS" can refer to either average frequency of message exposure or to gross numbers of exposures.

Gross exposures ÷ reach = average exposures.

Typical reach calculations use gross exposures (Gross ratings points / GRPs) as input variables) 0

 


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Wednesday, May 20, 2009 #7694
When buying in a hyphenated market, should I buy using CPP or audience cume ratings? What factors need to be taken into consideration when buying a hyphenated market?

 

The Media Guru Answers(Saturday, May 23, 2009 ):
The "points" in CPP and cume ratings are both percentages of the same total DMA population. The hyphenated name makes no difference to these metrics.

 


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Tuesday, May 19, 2009 #7693
Hi Media Guru! I am working on my final school project at the University of Oregon. I am trying to find out the demographics that watch television online and the approximate cost of a 30 second ad on hulu.com, surfthechannel.com and sideview.com. I run into dead ends with pricing since I am not in the industry and simply working on a ficticious school project. Thanks for your help! I'm sure I'll have more question within the next few weeks before it's due! -- Jamie Inn

 

The Media Guru Answers(Saturday, May 23, 2009 ):
You need to get demographics from comScore or Nielsen//Netratings. You need to request rates from the sites. You may find a great deal of the information in the trade press, like Ad Age or MediaWeek.

 


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Thursday, May 14, 2009 #7692
Info on ad clutter

 

The Media Guru Answers(Thursday, May 14, 2009 ):

 


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Tuesday, May 12, 2009 #7691
Dear Guru: Thank you for all your efforts it is of tremendous help to all of us here, I am sure. I had already discussed with you the issue of reach and frequency before. Now I need you advice regarding the models of calulation of the fee for a media agency. Of main interest is the labor-based model: cost of labor+overhead+profit. Can you tell me if this is a common formula and what are the normal ranges for overhead and profit. I have seen agencies charge anywhere from 70% to 120% of the labor cost for overhead. And between 5% and 30% of the sum (labor+overhead) for profit. Thank you!

 

The Media Guru Answers(Tuesday, May 12, 2009 ):
You're welcome.

Your formulas seem to be within normal ranges. But norms differ from country to country, and the Guru has no way to compare Uzbekistan to Hong Kong to South Africa. Overhead can differ considerably as well with real estate, communication and benefits costs varying considerably by country.

One thought to keep in mind: with the historical 15% commission full-service agency structure (if that applies in Uzbekistan) that will likely be an upper-end barrier to fees, except in very small billings projects.

 


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Friday, May 08, 2009 #7690
Dear Guru, what sales distribution has to have the product/brand to communicate it as national? Naturally, it depends on category, target groups etc, but is there any model showing that number? Is it ca 60% or more? Regards, Cezary

 

The Media Guru Answers(Friday, May 08, 2009 ):
Different players have different rules.

Media Question: In the medium you are considering, at what point does a national buy become cheaper than spot/local in all your markets?

Marketing question: How worried are you about marketing to potential consumer who cannot currently buy your product?

 


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Friday, April 24, 2009 #7689
what type of audience evaluation measurement would be used for transit (bus wrap) advertising ?

 

The Media Guru Answers(Sunday, April 26, 2009 ):
Transit advertising is measured by traffic estimates. In this case the vendor would be expected to estimate persons passed on the bus route.

 


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Tuesday, April 21, 2009 #7688
The Media Guru Answers(Thursday, February 05, 2009 ): Bookend :15's are the first and last elements of a commerical break. For all practical, purposes, there is virtually no audience growth from the first to the last, usually just :90 apart. So for reach purposes, they are equivalent to a single commerical unit. This is an informed judgement. But by the definition of GRP, they are two separate exposures of ads. Just like two separate ads in the same issue of a magazine. This is fact. Therefore, the GRP contribution counts both units and reach calculation treats them as one. Dear Media Guru: We, as a buying group, support and understand as an industry standard both :15s in a bookend have the full TRP value of a :30 spot. However, we have been asked to provide documentation to support this fact. Are there any resources you can suggest we could utilize to support this?

 

The Media Guru Answers(Wednesday, April 22, 2009 ):
This is a matter of standard definitions.

GRP's are simply defined as impressions divided by populaiton universe. An impression is a single exposure of an ad. Length of exposure is NOT a part of the definition. "Documentation" of this fact could be found in any elementary media text or on several web pages with media definitions. Even the wikipedia entry for GRP / TRP is clear on this, although it is written poorly otherwise.

It is entirely reasonable to use judgement to assign different values to TRPs based on their commercial length. It is common to create weighted GRP measures based on length, awareness scores, recall scaores, etc,

 


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Tuesday, April 21, 2009 #7687
Dear MG, When you report deliveries to a client - for the result value how many decimals do you show for GRP's, Reach @ 1+ and OTS?

 

The Media Guru Answers(Tuesday, April 21, 2009 ):
As a rule, the Guru uses no decimals for GRP nor reach and one decimal for average Frequency. e.g.

Reach / Avg Freq /  GRP
37 / 3.4 / 126

In a case where the numbers were very small, perhaps for internet, the Guru might use one decimal for Reach and GRP.

 


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Monday, April 20, 2009 #7686
Ad rates on ESPN?

 

The Media Guru Answers(Monday, April 20, 2009 ):
Call ESPN sales at 212.456.7777

 


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Friday, April 17, 2009 #7684
how many 18-24 year olds watch online television

 

The Media Guru Answers(Friday, April 17, 2009 ):
If you mean how many watch tv programs on sites like Hulu, TV.com, and individual networks' sites, see Nielsen//Netratings or comScore

 


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Thursday, April 16, 2009 #7683
What can you tell me about cost-per-call advertising for television? How do you determine the payout? Are there any specific guidelines?

 

The Media Guru Answers(Friday, April 17, 2009 ):
The stations/networks which accept this deal may be few these days. The pay-out per call may be 30% of the item price on low-ticket items. A mutually agreeable specialized inbound call center usually selected by the medium is usually designated to take and tally calls. The point frequently overlooked is that the advertiser pays if a call comes in, whether there is any sale or not.

 


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Thursday, April 16, 2009 #7682
Dear MG! Can you help me in such question - there are a lot of theories about effective frequency/reach ( Recency, Eff.Freq etc.) so what the reason to choose one of them? Or decision which theory works better depends only media planners point of view how ad is working? Thanks a lot!

 

The Media Guru Answers(Friday, April 17, 2009 ):
The decision is a judgment call, presumably based on experience. "Better" depends on the category. Recency says the most recently seen ad is most effective, but obviously this should be more relevant to the less-considered purchase, such as brand of cheese, and less relevant to a more considered purchase such as a luxury car.

 


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Wednesday, April 15, 2009 #7681
How different is media buying in the middle east then in the US? How do the agencies in the Middle East figure out there media goals such as reach, frequency and ratings?

 

The Media Guru Answers(Friday, April 17, 2009 ):
It depends on data available, as well as culture. If there is a measurer of ratings and reach, then planning can be based on these criteria. In some cultures, ratings are quite high and reach develops differently than other cultures. Planning theories will reflect such differences and experience as to what works.

Planning theories everywhere are based on what is thought to work plus the business model of the media sellers. In some countries, media may sell your schedule out from under you, if a higher paying advertiser comes along. Plans must account for this as well as developing communication goals. In some cultures awareness takes second place to brand image, or vice versa. Local knowledge is always key.

 


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Wednesday, April 15, 2009 #7680
I would like to know if i am advertising a PSA 45 sec & 60 sec how many OTS would I need for the audience to remember it and for it not to be overkill and for it maybe to make an impact.

 

The Media Guru Answers(Friday, April 17, 2009 ):
PSAs are like other categories in that needed OTS depends on the quality of the commercial and the appeal of the "product" as well as competitive climate. PSA's supporting the needy in a holiday season may face a great deal of competitive noise. PSA's supporting environmental cause my pull better more easily after a well publicized environmental disaster.

 


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Saturday, April 11, 2009 #7679
hi, i am a fresh mba(marketing). I want to make my career in media.but i have not done any specific course related to media from any famous institute like MICA. so now how should i proceed? Should i directly strat a job or do any course related to media?

 

The Media Guru Answers(Saturday, April 11, 2009 ):
In the current economic climate, the Guru would advise taking a job if you can find one. Otherwise, you might temporize with additional courses, although the Guru is not aware of any courses an employer might want in order to hire an MBA in a media posirion.

 


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Friday, April 10, 2009 #7678
Hi Guru- I am looking for a resource for finding websites. I need to find the local news sites in several cities and do not know where to begin. "Hunting and pecking" through the internet will work but it seems like a good way to miss something. Is there a resource that I am not aware of? I tried the SRDS years ago for internet but found that the sites did not really support it and it was not up-to-date...maybe that has changed.

 

The Media Guru Answers(Friday, April 10, 2009 ):
First we need to define what we mean by "local news sites."

If you mean sites of local news media like raios, tv and newspaers. That's pretty simple/ They will generally name their site www.(mediumn name).com, such as Newsday or WNBC.

If you mean public interest sites, try www.(locationname).com, like Long Island

 


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Sunday, March 29, 2009 #7677
what is the definition of MBU

 

The Media Guru Answers(Sunday, March 29, 2009 ):
The Guru needs some context in which to answer. It sounds like it might be an internet ad unit size, idiosyncratically defined by a specific site.

 


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Saturday, March 28, 2009 #7676
Dear Guru, Can we calculate the cpm of a media plan which has different media mix? Can this be doine by adding all the gross impressions and divide by the plan's cost? Understand that cpm is normally used to evaluate which medium is more efficient, but in this case the goal is to know the media plan's overall cpm. example Plan A TV 3milllion gross impressions Radio 1 million gross impressions Print 1 million gross impression Total Plan A = 5 million impressions Total Plan A cost = $500,000 Thus Plan A CPM = $100 Thanks!

 

The Media Guru Answers(Saturday, March 28, 2009 ):
It's expressed as "cost divided by thousands of impressions," but you got the right answer.

 


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Friday, March 27, 2009 #7675
MG- Thanks for your last response. Very helpful. Got another one for you here... Do you know how GM commercial durations compare to Spanish language commercial durations. Let me clarify...Specifically, were trying to show how avg. pod lengths may differ in length for English language from Spanish language network TV. Also curious if the total commercial during an average 30 minute program on network TV is different on Spanish language TV than it is on English language. Ideally trying to show that there is less clutter and commercial interruption on Spanish language network TV and therefore, more chance for brand salience. Thanks again in advance Cool, Media guru wannabe.

 

The Media Guru Answers(Saturday, March 28, 2009 ):
A: If the theory turned out to be correct, there are still so many more important reasons to advertise in the Hispanic market; better product volume / return on investment, reaching an under-served market, better CPMs, etc. The proposition then becomes almost silly.

B: There are too many issues to answer this intelligently. There are 5-6 "major" GM broadcast networks. There is really just one major Hispanic broadcast network and three much smaller ones, although these smaller ones rate, within their market, as well as most GM programs do in their own.

With varying mixes of affiliate and independent local stations and cable networks in each market, where would you make the comparisons?

Having decided to enter the Hispanic market for whatever reasons would you then base your media selection on clutter issues rather than audience measures or program content? Advertise on Mun2 rather than Univision if Mun@ had a better clutter profile?

 


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Wednesday, March 25, 2009 #7674
MG- When is a new brand no longer new....New vs. existing brands...How long does a new brand require new brand launch levels for Network TV for example. Are there any other considerations for new brands vs existing brands from a media perspective (Spanish language network TV)...Thanks

 

The Media Guru Answers(Wednesday, March 25, 2009 ):
You complicate the question.

How long a new brand is new is a marketing question, not a media question.

Within media considerations, a reading of ad awareness level might be used as a metric. Can a brand be "new" in Network TV if it already has over 90% ad awareness from spot or syndicated or cable TV or other media?

The Guru would say no. In a more isolated situation, such as Spanish TV, it is possible for a brand with 90% general ad awarenss to have very low Hispanic ad awareness, but then again, it comes back to a more specific awareness reading.

 


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Tuesday, March 17, 2009 #7673
A hospital client has referenced recent research concerning advertising recall, that recommends doubling up on local affiliate network ads (two 30 second ads per show when possible) to increase recall significantly. Are you familiar with such research and the validity? Also, do you see any benefit for a hospital to run a Wed-Fri only schedule?

 

The Media Guru Answers(Tuesday, March 17, 2009 ):
The Guru has not seen this research.

Obviously doubling frequency will increase recall, as wouild any increase in frequency.

Why affiliates in particular?

Wed-Fri makes no apparent sense. Grocery chains do this because of shopping days. Does a hospital have heavier days? Do they even know on what days people decide about elective surgery? Emergency admissions might tend to weekends and holidays, but how many of those would be based on advertising?

 


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Tuesday, March 17, 2009 #7672
On local U.S. TV stations, which dayparts are most movie spots placed in? Thank you.

 

The Media Guru Answers(Tuesday, March 17, 2009 ):

 


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Monday, March 16, 2009 #7671
How can you calculate TV reach if you only know viewership, rating and share (obtained from Nielsen data)?

 

The Media Guru Answers(Tuesday, March 17, 2009 ):
You can't. You need duplication between spots data. Or a model like our own eTelmar's.

A very crude overestimate might be done by random combinarion

 


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Friday, March 13, 2009 #7670
Are there any free tools that can provide reach and frequency for online media planning? Are there any models/formulas for calculating reach/frequency for online? Unfortunately I do not have a budget for this and was hoping there are some free tools out there.

 

The Media Guru Answers(Saturday, March 14, 2009 ):
The Guru is not aware of any such free tools.

 


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Monday, March 09, 2009 #7669
cume rating

 

The Media Guru Answers(Monday, March 09, 2009 ):
The net, unduplicated audience of a progrram, daypart, or station.

 


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Monday, March 02, 2009 #7668
What is an average click-thru rate for mobile WAP sites?

 

The Media Guru Answers(Friday, March 06, 2009 ):
The Guru has seen estimates in the 3.5 to 5% range higher for video.

Search the term "wap click rate" in Google.

 


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Tuesday, February 24, 2009 #7667
Do you know where I can get the formula for random duplication? I am trying to combine Stations/Dayparts together to show one over all reach. Thanks in advance.

 

The Media Guru Answers(Tuesday, February 24, 2009 ):

 


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Friday, February 20, 2009 #7666
I have a project where I need to apply media/p.r. values to various media coverage for a client (including tv, radio, print). I also need to apply values to coverage on social media sites. How do I determine accurate media and p.r. values for social media sites, and can you please verify the procedures to apply media values to traditional media? Thank you!

 

The Media Guru Answers(Tuesday, February 24, 2009 ):
Media have value primarily bassed on impressions delivery. Social media sites have impressions measurements and cpms for ads. CPMs X thousands of impressions = value.

 


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Wednesday, February 18, 2009 #7665
What is the Index

 

The Media Guru Answers(Thursday, February 19, 2009 ):
Index is a ratio of one value to another. For example if the average rating of a media type is 5 and a certain vehicle of that type has a rating of 6, it's rating index is 120 (120% of the base value).

 


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Tuesday, February 17, 2009 #7664
Dear Media Guru: I'm an MBA student, working on several marketing plans - wondering if you can provide rough guidelines (or ranges) of cost, GRPs and/or Reach/Frequency by the major media types?

 

The Media Guru Answers(Thursday, February 19, 2009 ):
Much too broad a question. What demographic? Reach / frequency for what level of budget or GRP? Calls for too much information, in any case

 


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Monday, February 09, 2009 #7663
audilog

 

The Media Guru Answers(Monday, February 09, 2009 ):
The Guru needs some context to answer your question usefully. One possibility, since this is a Media Guru query, is that Audilog was the name of a Nielsen paper diary for TV surveys. Click here to see other possibilites from Google Audilog in Google

 


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Wednesday, February 04, 2009 #7662
I'm not sure I understand your answer to this question below. Perhaps you can explain better with an example? I agree with the person asking the question that it is not right to double the GRPs. Tuesday, November 28, 2006 #7236 Hello Guru my question is about spot TV units called "bookend 15s". I'm not too familiar with them, and not sure I'm asking the question right. I am told that in the process of buying bookends each :15 has to be counted, doubling one's points. Is it wise to halve the points to gauge a more realistic delivery of R&F? It just doesn't feel right to assume the delivery is really doubled, even thought it technically is two exposures. Your opinion is much appreciated, and thanks. The Media Guru Answers(Sunday, December 03, 2006 ): For reach calculation purposes, count the bookend :15s as one unit and use the double GRPs. Frequency then is correcltly more-or-less doubled.

 

The Media Guru Answers(Thursday, February 05, 2009 ):
Bookend :15's are the first and last elements of a commerical break. For all practical, purposes, there is virtually no audience growth from the first to the last, usually just :90 apart. So for reach purposes, they are equivalent to a single commerical unit. This is an informed judgement.

But by the definition of GRP, they are two separate exposures of ads. Just like two separate ads in the same issue of a magazine. This is fact.

Therefore, the GRP contribution counts both units and reach calculation treats them as one.

 


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Wednesday, February 04, 2009 #7661
I have a question I thought I knew the answer to. We are interested in running an ad on Facebook. We are having discussions regarding whether it's best to purchase on a pay per click or per thousand. I can argue both sides but am wondering what your thoughts are.

 

The Media Guru Answers(Wednesday, February 04, 2009 ):
The answer depends on your experience with facebook. If you know how many of your exposures will click, then you can judge the best option. If you don't, you can't.

 


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Wednesday, February 04, 2009 #7660
How to calculate OTS for Print campaign

 

The Media Guru Answers(Wednesday, February 04, 2009 ):
The answer depends on two things:
  • What definiton of OTS are you using, and
  • what data do you have to work with?

OTS is sometimes used as equivalent to Gross Impressions (total exposures of the ad campaign to the target group) and sometimes as equivalent to average frequency ( the average number of times a member of the target group who has been exposed (reached) to the campain is exposed to the campaign.

So Gross OTS is the sum of all the impressions of all the ads in the campaign.

Average OTS is this number divided by the reach, expressed in the same terms, e.g. thousands, etc.

 


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Tuesday, February 03, 2009 #7659
I am making a tv buy in the Indianapolis DMA with a very small budget. Would it be appropriate to provide a budget to the four major networks and ask them to prepare a proposal based on the fact that only two will be chosen?

 

The Media Guru Answers(Wednesday, February 04, 2009 ):
The Guru supposese you mean the affiliates of the four major networks. If your goal is to get the most weight for your money, your approach can work, but why not consider all affiliates?

The Guru would not reveal budget to the stationsm but let them know they are competing for 50% of the budget. They are all likely to come back with rates they say are based on 60% of the budget, anyway.

There will surely be other back-and-forth in the process.

 


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Monday, February 02, 2009 #7658
Hello - what is the simplist way to negotiate/prepare ratings projections for a TV buy that has points split between 2 ratings books? I have a TV buy that has points falling in 2Q and some in 3Q. Thank you!

 

The Media Guru Answers(Monday, February 02, 2009 ):
The easiest way is to treat GRPs according to the quarter in which they fall.

Let second be second, let third be third.

 


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Friday, January 23, 2009 #7657
Are you aware of an available research on the effectiveness of bookend :15s, i.e., two :15s running in the same commercial pod but seperated by other commercials?

 

The Media Guru Answers(Friday, January 23, 2009 ):
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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Tuesday, January 20, 2009 #7656
I m a student pursuing Graduation in Media.I want to make my career in Media Planning.From where i can get the training for media planning?

 

The Media Guru Answers(Tuesday, January 20, 2009 ):
There are hundreds of colleges in the U.S. offering media planning courses, often within the business or advertising curriculum.

Click here to see several in India

 


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Tuesday, January 20, 2009 #7655
Im looking for some generic numbers of average GRPs (monthly or in a year) required for reaching a national audience (80M pop.) for both a launch campaign and maintenance campaign of Diary products. Sorry for being so generic but this is for calculating number of insertions and budget in a business simulator, really just academic. The total GRPs are in a year and include both the product launch (e.g. 2 months) and maintenance. This is really an academic question, if you could be so kind to give an insight. Thank you.

 

The Media Guru Answers(Tuesday, January 20, 2009 ):
This is indeed a generic question, so generic that it need to be greatly refined to attempt an answer.

Your first GRP "reaches a national audience" if it's in a national medium.

Begin by deciding what level of reach you want in an average four weeks in your introduction and maintentace periods.

Decide what media will be used. From these dat you can back inot numbers of GRPs.

 


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Tuesday, January 20, 2009 #7654
dear guru to define a regional activity please illustrate what does 3+ or 2+ markets. thanks

 

The Media Guru Answers(Tuesday, January 20, 2009 ):
Apparently, you mean that "regional activity" means something occurring in 3+ (three or more) markets or 2+ (two or more) markets.

 


Additional GURU questions and answers are available in the Guru Archives

 


 

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