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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Friday, December 31, 2010 #7822
Q1- What is the difference between media planning audience & media buying audience & how do we measure these if we are working on one brand then how can one brand has two audiences ( buying & planning audience )? Q2- Is media Planning audience & media planning TG is different?

 

The Media Guru Answers(Friday, December 31, 2010 ):
The Guru sees two ways to answer your question:
  • Sometimes a brand's true target is something of an oddball;. Nielsen measures age cells in 3 or 4 year blocks, e.g 18-20 / 21-24 / 25-29 / 20-34, etc. Yet media is typically sold in broader demographic segments like 18-24 or 24-49.. So, your brand may be really aiming at 21-29, but buying 18-34 which is more readily available.
  • OR, Planners use simple GRPs, based on impressions ÷ population. Commercial length is irrelevant to this calculation which might be used to develop Reach and Frequency, etc. However, buyers typically "equivalize" to account for the relative value of :15s vs :30s vs :60s. So a :15 is treated as if it had half the impressions of a :30 when buying. Thus a half-the-:30- price :15 has half the :30 impressions and the same "equivalized" cpm.GRPs are usually not equivalized in this connection.

 


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Tuesday, December 07, 2010 #7821
Hello, I am a Graduate Student at University of Illinois working on a marketing project as part of my MBA program. I am looking to obtain demographics on consumer's in China who are purchasing non-durable luxury products. For example, Godiva launched a year ago in Shanghai. I would like to know as much as possible about those consumers. Any guidance on where to obtain this level of data would be greatly appreciated. Thanks, Michael Hartman hartma14@illinois.edu

 

The Media Guru Answers(Wednesday, December 08, 2010 ):
Start with A C Nielsen for China.

 


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Monday, December 06, 2010 #7820
What are the pitfalls of using an ROI model to plan reach and frequency - Will I end up counting exposures in all media outlets?

 

The Media Guru Answers(Wednesday, December 08, 2010 ):
This query seems to skip large logical assumptions between "ROI model" and "exposures in all meida outlets."

It all depends on the structure of your model. If the model is keyed to an ROI based on given R&F results, were the ROI results that were used to build the model based on R&F results from all media? Were there various media combinations?, etc.

 


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Sunday, December 05, 2010 #7819
CPRP vs CPM - Follow Up. Thanks a lot for previous reply - I have a follow up. I am evaluating my post campaign TV results across a portfolio of grocery brands. Each brand has a different target audience but there are overlaps (e.g. Hwvs, Women 25-44, ABC1 women etc). The 30 sec $ CPRP for each brand is actually very similar - not identical but within a fairly narrow $ range, but my CPM's are quite different. I get why my CPM's would be different as the universe sizes for each brand/target are very different but does it sound right that my CPRP's should be similar? My theory is that each target watches TV (individual campaigns)pretty much in equal proportions so if I buy 300 Hwv GRP's I will get pretty much +/- 300 ABC1 women GRP's too giving a similar CPRP. Does this sound plausable? Thanks again.

 

The Media Guru Answers(Monday, December 06, 2010 ):
That's a reasonable analysis.

 


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Monday, November 29, 2010 #7818
Hello Guru - what form of posting policy would you suggest for a client who is not a consistent TV advertiser? In other words, we would not have the benefit of having a station make good a point shortfall in a subsequent campaign. Your thoughts are appreciated!

 

The Media Guru Answers(Monday, December 06, 2010 ):
The obvious answer is refund. Otherwise, immmediate monitoriing to get make-goods in flight is sometimes used in situations where overnight ratings are available.

 


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Thursday, November 18, 2010 #7817
30 sec equivalent CPRP and prime time %. For a given campaign, I have calculated my 30 sec eqiuvalent CPRP's but now need to know my prime time % i.e. the % of my total GRP's that appeared in a defined prime time segement. Can I use gross GRP's to calculate this or should I use 30 sec equivalent CPRP's - does it make any difference. As the 30 sec equivalents are theoretical I am not sure how they can be ascribed back to an actual rating? Many thanks I love the site.

 

The Media Guru Answers(Thursday, November 18, 2010 ):
Typically ":30 equivalent" GRP are arithmetically simple: if a spot is a :15 it's worth half, if a spot is a :60 it's worth double.

Daypart is not a factor at all. Nothing in equivalizing should give any indication of daypart mix.

Perhaps you have an ideosyncratic system? Prime will be the same percent as it was un-equivalized, unless the unit mix varies by daypart, e.g. Prime is all :15 and Day is all :60. If so, you simply have to know these facts.

 


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Thursday, November 18, 2010 #7816
30 sec CPRP vs 30 sec CPM. I am evaluating the cost of a TV campaign and comparing it to a simlar campaign last year and would like to ask which measure is the most accurate - cost per rating point or cost per thousand. I understand they are both measures of the same thing: cost per 1% of the universe vs cost per thousand of the universe - so does it even make any difference which one I use?

 

The Media Guru Answers(Thursday, November 18, 2010 ):
Keep in mind that as Nielsen updates universe estimates, population growth will mean that there are more impressions in 1% of a universe. Thus CPM change will mask some effects, so go with CPRP for year to year.

 


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Monday, November 15, 2010 #7815
I have a client that wants me to run a TV R&F analysis on different GRP levels...65, 100, 125, 150 and 200. The reason they want me to do this is, we have just completed a 5 week TV campaign that ended the 1st wk in Oct..1st time client has advertised in 3 years. Client hired a research company and their findings reflected that there was a low recall the last couple of weeks of the campaign. We started with 200 points 1st wk, 250 pts 2nd wk (based on historical info, spike in sales that wk) 150 third, hiatus for 2 wks and then back on air for 2 final wks @ 200/wk.The research company has recommended for 1st quarter that we use low GRP levels, 50-65 pts/wk over a long period of time. I recommeded that we run heavy GRP's in 1st quarter for all the obvious reasons plus the most important...impact into the markets. We will have been black for 11 wks prior to our 1st quarter placement. We are selling sausage not trying to brand their name. Please give me your thoughts.

 

The Media Guru Answers(Monday, November 15, 2010 ):
AMIC has lots of material on this topic of Recency vs Continuity vs peaks. Click here to see past Guru responses Briefly, in a situation where consumer goods has little to no seasonality and regular purchase, Recency theory holds that the impression closest to the purchase decision is the most effective one. And that since there are purchase decisions constantly being made, continuity at low but sufficent levels (say, a threshhold of 30 reach per week) is best.

The other side of the coin, for which you seem to be groping, is that you need a certain level of awareness, before constant reminder messages are effective.

A further, important factor arguing against hiatuses, is that whatever level of awareness you establish decays by about 10% of the previous week's level for every week of hiatus.

So the Guru would quickly build to an effective reach level at least equal to your awareness goal and then sustain at whatever level of continuity is affordable. 50 - 65 GRP/week should work at that point.

The Guru cringes at metrics like "impact" in such discussions. Goals need to be defined in all the other terms of this discussion:

  1. reach
  2. effective reach
  3. awareness
  4. recall
  5. Etc.

 


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Sunday, November 14, 2010 #7814
Hello Media Guru, I am working on a media plan for my class at Baruch College, New York, and would like to know the MARKETING BUDGET for the PS MOVE launch. I am responsible for the competitive analysis of Playstation Move. I found already the budget and strategies of Microsoft Kinect and Nintendo Wii, but can not find it for my brand - Playstation Move. I know its much less then the $500 Million budget of Microsoft's Kinect as it is stated in several journals and articles, but I would like to have a concrete number. Would be fantastic if you can help! Thanks a lot, Igor Polisski

 

The Media Guru Answers(Monday, November 15, 2010 ):
The Guru neither does your homework, nor offers syndicated data for which vendors charge and contractually restrict distribution. Search the ad trades such as Ad Age and MediaWeek for information.

Of course, "marketing budget" goes well beyond media issues and thus out of the Guru's portfilio.

 


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Tuesday, November 09, 2010 #7813
also, how do i convert print circulation into grps and impressions? thanks

 

The Media Guru Answers(Tuesday, November 09, 2010 ):
Once you know the basic formula, it's easy to calculate for any medium.
Impressions = GRP X Population Universe.
GRP is treated as a percentage in this case, so 100 GRP is equivalent to 100% of the population.
Conversely, impressions ÷ population = GRP.

Print circulation is treated as if it were household impressions. To get target impressions for these calculations, multiply circulation by readers-per-copy.

 


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Tuesday, November 09, 2010 #7812
how do i convert tv grps to impressions? Can you convert web impressions into grps?

 

The Media Guru Answers(Tuesday, November 09, 2010 ):
Once you know the basic formula, it's easy to calculate either way for any medium.
Impressions = GRP X Population Universe.
GRP is treated as a percentage in this case, so 100 GRP is equivalent to 100% of the population.
Conversely, impressions ÷ population = GRP.

The only particular trick with the web is that you must decide the parameters of your universe; is it all of the target demographic group in the relevant geography or only the online (web-using) portion of it?

 


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Monday, November 08, 2010 #7811
Thank you for your recent answer on how to calculate the number of trucks required for an OOH advertising campaign. Given that we know the audience,all adults and the size of population by region,we also know the traffic volumes by region and we are trying to assess the number of trucks travelling 500 miles per day required to obtain maximum reach?

 

The Media Guru Answers(Tuesday, November 09, 2010 ):
The missing factor is duplication. So far you are working with raw impressions, a traffic count. In the OOH arena, this is typically referred to as "D.E.C." (Daily Effective Circulation). It would be based on how many times a pair of eyeballs are able to see the truck driving around.

Duplication considers whether the truck is seen by the same eyeballs more than once, for example on the way out in the morning and on the way back in the evening.

Then you must consider whether the same people are exposed to a truck on multiple days of your schedule, let's say one month.

Then you need to consider whether one truck is being seen by some of the same people who saw otheer trucks.

In OOH a schedule of 3000 GRP might be needed to generate 90%+ reach, where a few hundred TV GRP would do it. Industry groups like Outdoor Advertising Association of America should have some DEC versus reach calculations.

Also consider the OOH applications of our own eTelmar.

 


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Thursday, November 04, 2010 #7810
Do you have any advice on how to determine an advertising budget for a consumer packaged goods advertiser? Is there a number representing a percent of the gross sales that is standard industry practice to apply in a formula to calculate a recommended ad budget for this category? Thank you for your kind assistance!

 

The Media Guru Answers(Saturday, November 06, 2010 ):
There ar a lot more variables than sales. For example

  • What share of market does the brand have or want? What does it cost to achieve a share of category advertising comparable to the desired share of market?
  • What awareness do you want to achieve? what amount of increase would that be? What level of reach /frequency do you find necessary for that and what would that plan cost?

in short, a rule of thumb is overly simple, think it through.

 


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Thursday, November 04, 2010 #7809
I am currently trying to calculate reach for a truckside advertising campaign.I have traffic volume statistics to use for this purpose. Could you give me some pointers on how, if I required a reach of say 54%,how would I calculate the amount of trucks required for a specific region?

 

The Media Guru Answers(Saturday, November 06, 2010 ):
You need to know how many different people are exposed to each truck.

You need to know how many trucks are in use and the extent to which they are exposed to the same or different people. You would think about whether the trucks have distinct routes or cross each oother. Then soemhow you would figure out when the number of different people from a given number of trucks equals 54% of the target population.

Any given market, the population size, population distribution and patterns of truck movement are unique. Unless the advertising company has done some studies to actually measure these factors, it is hard to begin to make any estimates.

 


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Tuesday, October 26, 2010 #7808
How do you calculate Radio Spill from Los Angeles to Riverside to determine TRPs for Riverside?

 

The Media Guru Answers(Tuesday, October 26, 2010 ):
If there is reportable spill, it will be reported in the Riverside-San Bernardino book.

 


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Tuesday, October 26, 2010 #7807
Is there a formular for calculating GRP's for internet?

 

The Media Guru Answers(Tuesday, October 26, 2010 ):
GRP's are always impressions ÷ universe.

On the internet, the question is how to define each term. Is "impressions" ad page loads, visitor exposures, visit exposures or other?

Is your universe the demographic set's total, only the on-line portion thereof?

 


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Thursday, October 14, 2010 #7806
Hi..Greetings from Egypt. I went through your archive and searched all over the internet to desperately find an answer for this question, so please help. The diary gives equal ratings to the spot regardless of its length. Simply assuming that a :5 GRP is the same as a :30 is unrealistic. Also assuming that the :5 is 1/6 of the :30 GRP does not seem right and will ruin the CPP. Is there any formula out there to used by a credible source to convert the GRPs based on duration?

 

The Media Guru Answers(Thursday, October 14, 2010 ):
GRP, like impressions, is simply an audience size measure, so duration is not a part of it.

Many buyers use "equivalized" GRP, which do allow for weighting by length. This is based on using :30 as a standard, and as you surmise, taking a simple ratio based on relative length.

Even in this scenario, it is common to leave the GRP untouched and just manipulate the impressions / cpm.

When :15s were new and various metrics showed they were about 70%+ of the recall value of a :30, that was used as a factor.

If GRP are being used in projecting reach, then the idea of holding GRP equal makes perfect sense; 100 GRP of :05 reaches the same number of persons as 100 GRP of :30, albeit much less effectively. You need to make a judgement call as to relative effectiveness and apply it logically. The Guru is not aware of an established standard for :05s.

 


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Friday, October 08, 2010 #7805
how do you combine local market grps?

 

The Media Guru Answers(Friday, October 08, 2010 ):
To combine local market GRPs, you need a weighted average using market populations for weights.

Suppose market A has a population of 100,000 and 50 GRP
Market B has a population of 200,000 and 20 GRPs
100,000 x 50 = 5,000,000
200,000 x 20 = 4,000,000

5,000,000 + 4,000,000 = 9,000,000
100,000 + 200,000 = 300,000
9,000,000 300,000 = 30 GRP average for the two markets. This process can be used for any number of markets.

 


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Tuesday, September 28, 2010 #7804
Hi Guru, I have some questions in regard to test marketing: Once the test market has been determined, are the media mix or weight levels altered during the flight to determine the best combination or does the plan remain consistant through the entire campaign? Also, what is the standard duration of a test? Any guidance you can provide would be appreciated Thanks in advance.

 

The Media Guru Answers(Tuesday, September 28, 2010 ):
In general, one is testing a year's plan. This plan may have variance within it. If you wanted to test to find the best level, the norm would be to have different test markets with the differing levels.

The Guru believes that 13 weeks is a minimum test.

 


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Tuesday, September 28, 2010 #7803
I'm trying to quickly pull CPPs for Puerto Rico TV & Radio for directional purposes. Is there a market in the US I can use to develop costs?

 

The Media Guru Answers(Tuesday, September 28, 2010 ):
The Guru does not understand how you think any other market would be useful. Puerto Rico is quite unique, wiht a mix of unusual TV and Radio stations.

It is probably the only fully bi-lingual market in the US. Not that there aren't many markets with very large or even predominantly Spanish speaking populations, but only in PR is Spanish the default.

 


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Monday, September 20, 2010 #7802
Do you have a chart that shows inflation estimates by Media for 2010 to 2011?

 

The Media Guru Answers(Wednesday, September 22, 2010 ):
Refer to trade websites like Ad Age and AdWeek

 


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Thursday, September 16, 2010 #7801
Can you provide any direction on how to determine ratio of online buy dedicated to paid search vs. online display? Minimum impression levels? Is there a standard rule of thumb? Is market size a variable?

 

The Media Guru Answers(Saturday, September 18, 2010 ):
This is truly a multi-layered question.

  1. A buy must follow the dictates of a plan
  2. A plan must be structured with specific communications goals
  3. The communications goals must be a part of a set of media strategies
  4. The media strategies must be designed to answer media objectives
  5. The media objectives are designed to answer marketing strategies and objectives
  • Within all this structure, your target market will have been defined.
  • Your goals as to awareness (display advertising) vs sales / web traffic via click-thru (search driven) will have been defined.
  • Your reach and frequency goals (driven by impressions levels) will come from your awareness goals
  • Impressions levels should not figure in search structure, as that is Click-thru driven and will vary by the effectiveness of placement on various sites
.Market size need not be a variable in all this except as a reality check on the levels being set.

 


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Tuesday, September 14, 2010 #7800
Planning software is indicating TV reach over 4-week TV buys in the 96%+ range, adding in another medium takes reach to 99% - is there a point where reach this high is deemed unrealistic and should be capped?

 

The Media Guru Answers(Tuesday, September 14, 2010 ):
The Guru has known agencies that put a cap of 98% or even 95% on reported reach. The Guru finds this reasonable. There are other communications metrics on which to focus once reach is at these levels.

 


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Wednesday, August 25, 2010 #7799
dear guruF what is the difference between coverage(000) and reach(000)

 

The Media Guru Answers(Sunday, August 29, 2010 ):
Coverage is equivalent to a rating, a one-time audience. Reach is a net unduplicated accumulation of audience from multiople advertising occasions. The reach of a single occasion is equal to its coverage.

 


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Wednesday, August 25, 2010 #7798
Dear guru: if our media mix include TV and NP,how to canculate the total effect of the campaign, which unit can be used,reach(000) or Gross impression? we can get the TV and NP data from two data system, thank in advance.

 

The Media Guru Answers(Sunday, August 29, 2010 ):
Assuming "NP" means national print, 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. TV needs simlilar computer support.

Click here to see past Guru responses regarding combining reaches

 


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Wednesday, August 25, 2010 #7797
Dear guru: we have launched one burst newpaper campaign which using more than 15 local newspaper to cover different market,and now,we want to know the effect of this campaign. please tell me how to canculate? appreciate!!

 

The Media Guru Answers(Sunday, August 29, 2010 ):
You can add total circulation to look at total impressions of the campaign. Or you can combine the populations of all the amrkets to build a univrse against which to turn these impressions into GRP. Depending on the size of the schedule, turning this into reach will be more or less complex.

 


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Saturday, August 07, 2010 #7796
I work through a third party internet company and they have put together a plan that runs launches in third quarter and 1st quarter. The client is asking why there are not savings in 1st quarter like there is in television. I tried to explain that digital is not like TV in that the viewer ship levels do not vary like TV. Is this really true? Are there studies that prove there are/aren't seasonality's. Can you help me with a better explaination?

 

The Media Guru Answers(Monday, August 09, 2010 ):
You're right, internet is not broadcast. Nor is it print.

Obviously, some sites are seasonal, and some categories of sites would be as well. Certain travel categoies, sports categories, automotive, fashion etc., occur to the Guru as possibly seasonal. The web, overall, is not likely to be. comScore or Nielsen//Netratings are the sources to check these data.

 


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Friday, August 06, 2010 #7795
What are the best resources to measure media spend, share of voice, and access competitive spend and creative applications?

 

The Media Guru Answers(Monday, August 09, 2010 ):
Nielsen Monitor+ and Kantar's CMR (Competitive Media Reports) are the traditional standards.

 


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Friday, August 06, 2010 #7794
For digital media planning, what are the most valuable research tools? Are there preferred media planning/buying platforms?

 

The Media Guru Answers(Monday, August 09, 2010 ):
Research:
comScore or Nielsen//Netratings are the sources to check these data.
Planning tools: try our own eTelmar

 


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Thursday, August 05, 2010 #7793
How can i calculate reach & frequency for radio?

 

The Media Guru Answers(Monday, August 09, 2010 ):
It's a complex calculation and calls for computer support. Our own eTelmar is a great choice.

 


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Sunday, August 01, 2010 #7792
I am putting together a media plan with only print media vehicles. I am looking for a guideline as to the minimum media weight that I should be keeping in mind as I work this plan out. Maybe a minimum number of GRPS per month or maybe another measure more suited to print advertising. Another way of saying this is a minimum media weight where my investment makes an impact and is not wasted. A threshhold media weight.

 

The Media Guru Answers(Sunday, August 01, 2010 ):
In print, better to think of what percent of the target do you need to reach and how often in a month. For example, if you want to reach the majority of your target at least three time per month ("50% reach at 3+"), you would build a plan that achieves that. GRPS are less used to establish print levels; the number for a plan that delivers a reach / frequency goal can vary widely, depending on whether you are using broad reach, general coverage vehicle or highly targeted, focused vehicles. Different target groups also build reach in different patterns.

 


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Tuesday, July 27, 2010 #7791
We are trying to stay current with the latest media planning tools. Beyond MRI, Simmons and Scarborough, is there a media planning tool that combines consumer insight with media habits, and does a good job of including not only the growing digital options, but also grassroots/promotional media as well?

 

The Media Guru Answers(Thursday, July 29, 2010 ):
The Guru hasn't seen any "grassroots" in syndicated studies, but any of the resources you have mentioned might have some of the activities you aree thinking about, such as coupon redemption, attenance at NASCAR races or sporting events that you could crosstab with your media options.

 


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Monday, July 26, 2010 #7790
Do you have any data with regard to the effectiveness of the use of unique urls for different mediums? For instance, does a unique url shown on a print ad typically perform at 25% of a unique url shown on an online ad?

 

The Media Guru Answers(Thursday, July 29, 2010 ):
The Guru would look to DoubleClick or the The Internet Advertising Bureau for such data.

 


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Wednesday, June 16, 2010 #7789
I want to more formally embrace and practice "connections" planning. Do you have any resources or recommendations on where to learn best practices and tactics to help a media team start thinking with a "connections" planning mindset?

 

The Media Guru Answers(Thursday, June 17, 2010 ):
The Guru believes "Connections Planning" is a new-agey term for the not-so-new concept of strategic planning and account planners, going back over 20 years to some concepts out of Saatch & Saatchi in London. It's about focusing on consumers and their consumption behavior's intersection with media, rather than more narrowly on their media behavior.

The greater ability of the internet to facilitate this approach is likely the driver of the new popularity and nomenclature. You will find many online references.

 


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Thursday, June 03, 2010 #7788
How would one go about assigning GRP's to trade publication advertising to generate a reach and frequency?

 

The Media Guru Answers(Sunday, June 06, 2010 ):
GRPs are always impressions population.

For trade media, we generally use one reader-per-copy to calculate impressions, unless you have better information. You will have to know the population of your trade segment.

 


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Wednesday, June 02, 2010 #7787
Hi media guru, Can you confirm if when buying network cable, it reaches ADS homes? I know when buying spot cable, your reach is limited and does not include these homes. Thanks for your help.

 

The Media Guru Answers(Wednesday, June 02, 2010 ):
Yes, network buys are seen on ADS.

Spot cable is placed with local systems, thus national satellites are not in the mix.

 


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Thursday, May 27, 2010 #7786
Good day,we have been approached by a company that has placed cell phone battery charging stations in major malls,train stations,taxi ranks here in South Africa(www.cellchargemedia.co.za). I need some clarification as to how will this be an effective advertising meduim and what specfic products would work best.The client has to pay R2 to have his phone charged and waits for no less than 5 minutes for his phone and thus he will see the advertising as he is captive. What is your veiws on this type of advertising and how can we calculate the effectiveness?

 

The Media Guru Answers(Thursday, May 27, 2010 ):
Clearly this is a form of out-of-home media. It seems comparable to signage one would find at the cashier's stand in grocery stores.

 


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Tuesday, May 25, 2010 #7785
Here's a radio question...if I am buying a :60 spot on any radio station and that :60 spot is comprised of 2 different back to back :30 messages. (2 different products) should I count the rating points twice or once?

 

The Media Guru Answers(Tuesday, May 25, 2010 ):
Count them once for each product. The fact that they happened to have been bought by the same buyer is not relevant.

 


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Monday, May 24, 2010 #7784
This is an issue that I have struggled with for some time. I hope I can phase it correctly...anyway here goes. When you have multiple cable systems that cover one DMA, how do you split the ratings or for that matter do you split the ratings and if so how?

 

The Media Guru Answers(Monday, May 24, 2010 ):
The first consideration is that for lack of better information, you have to assume that the cable ratings are the same among any set of subscribers; any system.

Now, unless you have an interest in the subs of specific MSOs, why do you need to split?

Using the first assumption, audiences would split in proportion to subs.

 


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Friday, May 21, 2010 #7783
Dear Guru, In your opinion, what is appropriate information to share with a client's new agency during a transition? It seems that media plans, buys and internal checks & balances would be proprietary to the incumbent agency. Thanks in advance for your response.

 

The Media Guru Answers(Friday, May 21, 2010 ):
It should be obvious that plans belong to the client, not the agency. Buys, likewise, assuming the agency has been paid by the advertiser to do these. Internal processes of the agency might well be proprietary.

Since the plans and buys are presumably already in the hands of the client they could be shared by them with the new agency. If the incumbent agency is no longer in the employ of the advertiser, it's a matter of what kind of reputation the agency wants to have with the advertiser and whoever in the industry they might speak to about the incumbent.

 


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Tuesday, May 18, 2010 #7782
Looking for the most effective way to quantify and compare the value of Facebook ads, Google keywords ads, consumer magazine print ads, and radio ads. Any suggestions? The ads have already been purchased and I need to share results and recommendations with a client.

 

The Media Guru Answers(Wednesday, May 19, 2010 ):
Assuming these are all DR, sales / response results are the basis to compare. If only the online is DR and the print radio are image / awareness promotion comparison is futile.

 


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Tuesday, May 11, 2010 #7780
Need interactive media department organization chart

 

The Media Guru Answers(Tuesday, May 11, 2010 ):
It's very idiosyncratic. In some cases, planners and buyers are the same people. In other, bigger departments there may be organization around verticals. Independents will be very different than divisions of bigger shops. The various duties of strategy, research execution and stewardship can be set up many ways. Bigger size leads to more hierarchy and specialization.

 


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Monday, May 10, 2010 #7779
why is my local TV reach 1-2% lower when I am running in the prime only daypart compared to running in multiple dayparts? Shouldn't it be the opposite?

 

The Media Guru Answers(Tuesday, May 11, 2010 ):
Assuming you mean the same GRP level, multiple dayparts expand the opportunity to expose the schedule to different people, even though the average rating of the mix may be lower. Broader exposure is the essence of reach.

Further, let's not ignore the probability that your money buys more GRP in other dayparts.

 


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Tuesday, May 04, 2010 #7778
We are a front-door media advertising company specializing in door hangers. I'm the marketing director and one of our sales reps asked me whether there are any published statistics on advertising recall across various types of media, including: - Direct mail - Outdoor advertising - FSI's - Radio - TV - Magazines - Internet We'd like to be able to compare message recall and comprehension scores with those of our own doorhanger media when presenting our media for consideration to ad agency media planners and buyers. Thank you, Barry

 

The Media Guru Answers(Wednesday, May 05, 2010 ):
There are too many different sources, measurers and metrics for good comparisons. One classic is Starch AdNorms. Otherwise try the industry associations, like Direct Marketing Association (DMA), Outdoor Advertising Association of America, The Newspaper National Network, TV Bureau of Advertising, The Radio Advertising Bureau, The Magazine Publishers' Association, and The Internet Advertising Bureau.

 


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Wednesday, April 21, 2010 #7777
Is there a FREE source to obtain african American percent of HH's by DMA?

 

The Media Guru Answers(Wednesday, April 21, 2010 ):
Not likely. DMA data can only be created by Nielsen or licensees like Geoscape.

 


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Wednesday, April 21, 2010 #7776
What is the proper calculation for applying cable zones? Will the client expect to see a decrease in the population or the rating when zoning is applied?

 

The Media Guru Answers(Monday, April 26, 2010 ):
The question is rather unclear.

But the Guru will make the following asssumptions:

  • You are looking at NSI DMA ratings of cable networks
  • You are considering how the audience metrics will differ if you try to apply subscriber counts of specific zones of an MSO
Therefore you may expect:
  • Populations will be smaller since you are only considering a portion of a DMA
  • The sum of all the zones impressions is not theoretically equal to the DMA impressions, because satellite audiences are in the reporting of networks' audiences but not in any MSO zones. Satellite can account for about 30% of "cable" network sunscribers
  • THe ratings will be higher because you are reducing the denominator of the ratings equation to a smaller population.
So your equation might be audience within the zone subscribers in the zone. The Guru cannot recommend an accurate way to get the first piece.

 


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Tuesday, April 13, 2010 #7775
What is a formula that can be used to calculate reach and frequency in just one newspaper?

 

The Media Guru Answers(Wednesday, April 14, 2010 ):
If you mean reach and frequency for one insertion in one newspaper, the reach is the daily coverage divided by the relevant population (Metro, DMA, Trading area, etc). The GRP is equal to that and the frequency is 1.0.

If you mean multiple insertions in one newspaper, it is more complex to calculate.

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, April 13, 2010 #7774
I have a series of campaigns for which I need to calculate a total weighted CPM. Do I weight the quarterly CPMs by dollars spent or by impressions?

 

The Media Guru Answers(Tuesday, April 13, 2010 ):
Weight by dollars. This simply means summing all the dollars and dividing by the sum of impressions.

 


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Saturday, April 10, 2010 #7773
Which of these strategy helps when?; maximizing weeks on air in a year or doing high grp bursts in particular months, assuming money available in a year is same in both cases or GRPs that would be planned for are identical

 

The Media Guru Answers(Sunday, April 11, 2010 ):
The primary difference is whether you have a product with regular, non-seasonal purchase patterns or a product with strong seasonality that benefits more from support at certain times.

Package goods like soad and toothpaste are in the first category, barbecue grills or retailers conducting sales are in the second.

 


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Tuesday, April 06, 2010 #7772
Guru,I need to calculate CPM for a client for a media buy. The spots will air on radio, SAP on TV and on the internet. Ocationally the spots will air on XM radio too. How would I go about calculating the cpm? also, for the radio portion, do I use the specific audience numbers for the station or the entire DMA population?

 

The Media Guru Answers(Thursday, April 08, 2010 ):
CPM is cost divided by audience impressions. It's the same for all media.

 


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Thursday, April 01, 2010 #7770
Hi, We are a local advertiser and looking into when it makes sense for us to buy network instead of spot...the tipping point analysis. I have my network CPPs and my spot CPP's. I want to make sure I do the analysis correctly. I've been told to weight my Spot CPP's based on the size of market. I don't think that I should do that and think just summing up the spot CPP's to get our aggregate 'Spot CPP' across our universe of markets is right because the CPP's are already reflective based on the market size. But what I would weight the CPP on is how we typically spend by quarter. Am I right to not weight the Spot CPP's based on the population size for this analysis?

 

The Media Guru Answers(Thursday, April 01, 2010 ):
You are right, just sum them.

 


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Thursday, March 11, 2010 #7769
Hi Media Guru, I'm trying to do a post-campaign evaluation. I can only access audience ratings for a typical week, i.e. Monday to Sunday from a 7-day self filling diary information. This is what is available in my market. I do not have panel data. My problem is that, when a campaign runs for 6 weeks for example, I'm forced to use the 7-day diary information 6 times to take care of the campaign period. This yields high average frequency because I have to assume that the ratings would be the same week after week. Any help around this would be helpful

 

The Media Guru Answers(Thursday, March 11, 2010 ):
Even though a diary is for one week, diary keepers are usually spread over a month or more. So, your reported average rating should work. In any case, this should not affect average frequency calculations.

 


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Friday, March 05, 2010 #7768
hi, What are equvilent GRPs, and how can they be used?

 

The Media Guru Answers(Friday, March 05, 2010 ):
Equivalent GRPs are usually :30 equivalent. These are used in evaluating competitive activity or comparing plans using different creative units.

One :60 is treated as "equivalent" to 2 :30s. Two :15s are equivalent to one :30.

Some anlayses may apply these factors to Reach and Frequency evaluation.

 


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Monday, March 01, 2010 #7767
What is an avg. CPM for display vs. search advertising?

 

The Media Guru Answers(Monday, March 01, 2010 ):
Search advertising is measured in cost-per-click. It can't rationally be compared to display cpm.

 


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Monday, March 01, 2010 #7766
Hi, We compare a group of comeptitive brands and we have number of TV spots and GRPs for each for a given period of time. We have data as number of spots and their relative GRPs per brand. If one gets relatively less spots share and relatively high high GRP share, can we say that this brand had more efficient plans? Or that also depends on the quality of the ad breaks? Thank you

 

The Media Guru Answers(Monday, March 01, 2010 ):
Prime time, which is not as efficient as other dayparts, has high GRP and low # of spots for a given amount of money.

"Efficiency" is specifically a ratio of dollars to audience (GRP or impressions).

 


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Friday, February 26, 2010 #7764
I am developing a travel directory website in a particular online niche. The directory will list various vendors and their offerings through geographic and numerous criteria search. When a site visitor clicks on one of the vendors on a results page, a details page will appear with basic info on the vendor's offering, along with the URL or, in the absence of a URL, other contact info. To start, I envision that I will offer vendors a standard click-thru rate not to exceed a flate annual rate. I have looked into affiliate programs through which users can make reservations on my site, but that is something I will have to do down the road, if I do it at all. Setting up my own reservation system would be even further down the road, if at all. I already have several thousand appropriate vendors in my database, and potential for tens of thousands more. Since hiring data entry clerks/teams and/or editors is an expensive proposition, I am contemplating contracting commission-only sales people to help with signing up vendors, providing them with a percentage of each click-through or flat-rate price for each of their accounts. I have a back-end developer who can do all the programming to track traffic, sales, and click-throughs. The questions I'm pondering are: 1) What are the going rates for PPC? (For several reasons, I am not contemplating instating a Google-style bid system.) 2) What are the going annual flat rates? (I already have some ideas from my research, and I also know that this is industry specific.) 3) What are the going rates for commissions? 4) How do I deal with the fact that I will have to advertise vendors on the site in order to draw traffic, while I will have to draw traffic in order to make sales remunerative to the sales rep, since their commissions will come to them immediately but will accumulate in time through residuals? I'm all for starting small, but don't want to grow at such a snail's pace that the site doesn't grow into at least a semi-lucrative venture.

 

The Media Guru Answers(Friday, February 26, 2010 ):
You seem to have two categories of issues:
  1. media pricing and
  2. operating / start-up costs
. The latter are outside the Guru' purview. As to pricing, that is always in flux, especially these days. The answer is to research your competitor's prices.

 


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Friday, February 26, 2010 #7763
hello is it always correct that the smaller the target group the less GRPs being achieved provided that all other parameters are fixed?

 

The Media Guru Answers(Friday, February 26, 2010 ):
If you mean less GRP per dollar for a smaller group, that is a fair general rule. Sometimes, a given, smaller group is easier to reach than a somewhat larger group with more restricted media habits.

 


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Thursday, February 25, 2010 #7762
Hi, Its me again But my brand has more than one model that have different targets, so shall i split the market into different groups and work on each group seperatley? because otherwise i will be comparing apples to oranges?

 

The Media Guru Answers(Thursday, February 25, 2010 ):
Each of your brands likely has it's specific competitive set. Divide into these groups and proceed.

 


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Thursday, February 25, 2010 #7761
Hi, I am working on the automotive segment and I want to compare share of voice for different brand names and models. Is it possible to just unify the target group on which we make the grp evaluation based on, or we use different target for different models? But then can we compare total grp figures from different brand names as total or as models? If it would be possible to compare all of them in case we can use one target group, what would that target group be? total population? or total adult population? or adults 25+? Thank you

 

The Media Guru Answers(Thursday, February 25, 2010 ):
There are two approaches:

Are you interested in examining the competition to your brand, in which case you should look at this on your own brand target's GRP; or are you evaluating the strenghth and agressivenenss with which each brand markets itself? In that case, use each brand's own target GRP.

 


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Wednesday, February 24, 2010 #7760
Dear Guru, I have run some data on advertising spending and related GRPs of a number of campaigns. How do I convert the GRPs into 30-second equivalent GRPs?

 

The Media Guru Answers(Wednesday, February 24, 2010 ):
One :60 is two :30s. One :15 is half a :30

 


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Monday, February 22, 2010 #7759
You're right. Maybe is important to say that this poster is into a Shopping Center near the parking lot, positioned at eye level. DEC over the principal avenue will be longer but, this "Poster" is only visible for the people in the Mall. Total Market population is: 700,000 in Trade Area. 400,000 in 5 miles radius. This Shopping Center receive average 3,000 People (18+) daily. (Maybe I ought to take this quantity of people as market population.) What do you think?

 

The Media Guru Answers(Monday, February 22, 2010 ):
A 30-sheet at eye level is odd. Unless the shopping center customers are of special value to you, this does not sound like a good deal,

 


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Monday, February 22, 2010 #7758
Hi again Guru. I would like to take a Poster junior (30 sheets)in a centric Mall in San Diego per $1500.00 monthly. Here are the numbers, (considering 1 panel per 90 days): *Market Pop: 700,000 *Adults 18+: 400,000 avg. *DEC: 874.8145 *GRP's: 0.12483064285714286 *F: 2.1123475785714287 *R: 5.3186123207719795 % *CPM: $ 19.06941266209001 I don't know about those numbers so, my questions are: Are a good numbers? Is the Ad in good price? ($1,500.00 /m) I'll appreciate so much your help. Thanks.

 

The Media Guru Answers(Monday, February 22, 2010 ):
Something seems very wrong with your numbers.

  • $1500 is a reasonable price for a 30 sheet poster, but
  • a Daily Effective Circulation of 875 impressions, or 26,250 per month is tiny and yields a terrible cpm of $57, around 10 times the outdoor norm.
  • GRPS are 12, not 0.12, if reach is 5.3 and Frequency is 2.1, but 12 GRPs would require many more impressions than you are reporting

Are you certain your DEC is correct? All the problems stem from this low number

 


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Thursday, February 11, 2010 #7757
I have been asked by a client "how many people might have seen my ad". Right now, I have the overnight household rating and the HH UE. I'd like to respond with something - possibly Household impressions? I am forgetting the media math - do i need to adjust to the HUT level for that time period before I do anything? please clarify the math from start to finish for me. Thank you.

 

The Media Guru Answers(Friday, February 12, 2010 ):
HH rtg x HH UE = HH impressions.

Just remember that rating is a percentage and your UE may be in thousands.

Also consider that an overnight rating is only same day. Nielsen reports up to 7 days later viewing.

 


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Wednesday, February 03, 2010 #7756
Thanks for your prompt answer. So, if "Panel" equal "poster"...cost per Panel means the Media Price per month? In other words, if the monthly rent per Sign is $1,500. Is it the Cost per panel? Thank You again.

 

The Media Guru Answers(Wednesday, February 03, 2010 ):
That's correct.

 


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Tuesday, February 02, 2010 #7755
About the GRP's Media Math Formula. GRP's= (# of Panels x per Panel average DEC)/total mkt.....bla,bla. Could you define please, PANEL? Thank's

 

The Media Guru Answers(Tuesday, February 02, 2010 ):
This is for out-of-home media only.

"Panel" equals one poster.

 


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Wednesday, January 27, 2010 #7754
What is an acceptable CPP for a :30 national network tv buy? Daypart - weekend day, sports programming. Demo is A35-64.

 

The Media Guru Answers(Wednesday, January 27, 2010 ):
See SQAD

 


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Tuesday, January 26, 2010 #7753
What research tools are available to normalize results in regards to reach and frequency when combining traditional forms of media, emerging media, and interactive?

 

The Media Guru Answers(Tuesday, January 26, 2010 ):
Our own eTelmar's new tool, Media 360, should do the trick (although the Guru is not entirely sure what you mean by "normalize.")

 


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Friday, January 22, 2010 #7752
IS there any information regarding the performace of commercials in HD vs. analog?

 

The Media Guru Answers(Friday, January 22, 2010 ):
Not that the Guru has seen. HD is still very small. Try TV Bureau of Advertising

 


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Thursday, January 21, 2010 #7751
Dear guru: If our client wants to know which kind of media is proper to launch in festival,such as chinese new year? how to answer this question? and what data may be used? thx

 

The Media Guru Answers(Thursday, January 21, 2010 ):
You must first understand the media environment.

For example, in NY or other markets with large Chinese populations, there are several widely read newspapers which are very influential. There are radio stations covering the main Chinese languages (written Chinese covers all languages, spoken differs).

In the more densely populated Chinese communities, like Manhattan's Chinatown and Flushing (Queens) there will be several outdoor opportunities.

Audience data should be available.

 


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Wednesday, January 20, 2010 #7750
Hi Guru; My client's potential customers are Iranian housewives who are not everyday out goers hence they prefer to only cover TVC. However I think they should add outdoor to their media mix because it enhances and reminds the TVC. Are there any studies available on not using single media?

 

The Media Guru Answers(Wednesday, January 20, 2010 ):
For the U.S., the best resources are American Association of Advertising Agencies 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.

For Iran, there are, no doubt, others.

 


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Wednesday, January 13, 2010 #7749
Hi what is the range of rates as CPM for web advertising? Thanks, Ian South Africa

 

The Media Guru Answers(Wednesday, January 13, 2010 ):
For banner ads, from under $1 to over $200, depending on target desired and targeting ability of the site.

Also depending on buying method: large indiscriminate ad networks versus selective buying.

 


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Sunday, January 03, 2010 #7748
Hi Guru, I'm a small agency that specializes in working with surgeons. Our agency has exploded in growth and we are wanting to refine our media buying strategies. No one in my agency has ever worked as a buyer in a traditional agency. What would you recommend for us to become stronger and smarter buyers? I was wondering if there was a course that touches on the basics and advanced items and media software. Thanks

 

The Media Guru Answers(Tuesday, January 05, 2010 ):
The Guru never recommends media buying / planning courses.

If you are exploding as you say, the obvious and best move is to hire a media buyer with relevant experience.

 


Additional GURU questions and answers are available in the Guru Archives

 


 

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