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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Saturday, December 31, 2011 #8381
is it possible to Calculate average of cpp for a country during one year? how? can we calculate it by Media monitoring ?

 

The Media Guru Answers(Saturday, December 31, 2011 ):
If the country has a source measuring spending and GRP, as we have here with CMR (Competitive Media Reports) and Nielsen Monitor+ or a CPP projecting / reviewing system like SQAD, then one can readily estimate annual average CPP.

Media monitoring, on the other hand, is a system the Guru understands as a reporting of advertising occasions, so even if GRP are included, you won't get to CPP.

 


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Friday, December 30, 2011 #8380
Is there a standard CPP for a National Netwrok TV buy, A18+ in primetime?

 

The Media Guru Answers(Friday, December 30, 2011 ):
There are averages, not "standards." Visit SQAD for resources.

 


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Tuesday, December 27, 2011 #8378
What's the history on how a radio format switch affects other stations in the market?

 

The Media Guru Answers(Tuesday, December 27, 2011 ):
In general, naturally, other stations in the new format feel increased competition, and stations in the abandoned format feel lessened competition.

A new format unlike any other will have less predictable results.

If a station enters a format and does something so unique and appealing that it builds new interst in that format, others in that format may benefit.

To understand better, identify cases where this has happened and track the actual reults in Arbitron.

 


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Sunday, December 25, 2011 #8377
Impressions calculate reach

 

The Media Guru Answers(Sunday, December 25, 2011 ):
Reach is more usually calculated from GRP

Impressions ÷ population (for the same demographic) = GRP

but you really need a computer with software such as that offered by Telmar or online through eTelmar.

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

 


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Thursday, December 22, 2011 #8375
Difference between equivalized and unequivalized?

 

The Media Guru Answers(Thursday, December 22, 2011 ):
Unequivalized is the simple, traditional audience measurement. Click here to see past Guru responses regarding equivalizing

 


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Thursday, December 22, 2011 #8373
Is there any school of thought on "weekly threshold weight levels" for digital like there is for broadcast? Thanks!

 

The Media Guru Answers(Thursday, December 22, 2011 ):
No doubt there are, but none the Guru can endorse. The general concept of sufficient frequency, e.g. 3+, should be equally applicable.

The distinction between awareness / branding and DR or traffic building is different onlune. Click-thru does not depend so much on weight as it does the right message at the right time in the right environment.

All the typical issues of existing awareness, competitive pressure, category interest, etc. still apply.

 


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Wednesday, December 21, 2011 #8372
How do you calculate how many national TV grp's convert to any market? Is there a formula?

 

The Media Guru Answers(Wednesday, December 21, 2011 ):
If you mean on average, the average market will have the same GRP as the national schedule, If you mean how to determing the specific GRPs seen in each market for a given schedule, you would use resources like Nielsen's "Network Programs by DMA". Over many schedules, you could calculate DMA indices for the schedules or dayparts you typically run.

 


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Tuesday, December 20, 2011 #8369
Dear Guru - I have a question about calculating the average rating per spot of a TV campaign which includes spots of different lengths (I work for an International media owner based in London). I have always been told that reach and frequency are always calculated using the un-weighted numbers. However, is this also the case when calculating the average rating per spot? Ie. is the calculation "unweighted GRPs / no. of spots" or "weighted GRPs / no. of spots". Thanks a lot!

 

The Media Guru Answers(Tuesday, December 20, 2011 ):
Reach and rating are calculated using unweighted numbers.Weighting for unit length is a technique for comparing values, but not an actual audience measure.

 


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Saturday, December 17, 2011 #8368
Dear Guru As a broadcaster we not have software for computing pre or post evaluation for spots. We only have access to time slot wise rating & reach. I like to know how can we calculate GRPs? If we are focusing that two spots of 40 sec are to be aired on every AQH. GRP are calculated using either Rating or Reach, which is to be used while predicting GRPs for spots? Can we multiply no. of spot with AQH reach and then add up all to come up with GRP of a day or week?.

 

The Media Guru Answers(Sunday, December 18, 2011 ):
GRP will equal AQH rating x number of spots.

 


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Friday, December 16, 2011 #8363
Does an online network to target medical professionals exist?

 

The Media Guru Answers(Sunday, December 18, 2011 ):
Start with the websites of the professional journals, e.g. The Journal of the AMA, The Journal of Clinical Oncology, or American Journal of Nursing

 


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Thursday, December 15, 2011 #8362
where can i find a dma list by income

 

The Media Guru Answers(Thursday, December 15, 2011 ):
Try Snapshots or MRI market by market

 


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Wednesday, December 14, 2011 #8361
how do i calculate print grps?

 

The Media Guru Answers(Thursday, December 15, 2011 ):
As in all media, (impressions ÷ relevant population) X 100 = GRP.
The 100 multiplier is to convert from a simple percentage to "GRP"

 


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Wednesday, December 14, 2011 #8360
What is media index?

 

The Media Guru Answers(Wednesday, December 14, 2011 ):
Index, in itself is a mathematical way to compare various values. One sets the basis of comparison equal to 100 and divides other values by the base value. For example, if station A's cpm is $4.00 and station B's cpm is $5.00, staiton B has a 125 index (5 ÷ 4 = 1.25 or 125%).

Media index might be such a comparison of cpms, ratings, audience compositions, etc.

 


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Tuesday, December 13, 2011 #8359
How many seconds must a viewer tune to a program in a minute to qualify for that minute's Average Minute audience?

 

The Media Guru Answers(Tuesday, December 13, 2011 ):
31

 


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Tuesday, December 13, 2011 #8358
How could we normalise 15sec grp to 30sec grp? or Could we compare the 15sec grp with 30sec grp? if so, how?

 

The Media Guru Answers(Tuesday, December 13, 2011 ):

 


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Monday, December 12, 2011 #8351
impression weight

 

The Media Guru Answers(Tuesday, December 13, 2011 ):
Impression weight simly refers to the total quantity of impressions.

 


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Saturday, December 10, 2011 #8343
What media vehicles did Levi's use in their Go Forth Campaign

 

The Media Guru Answers(Sunday, December 11, 2011 ):

 


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Thursday, December 08, 2011 #8342
What does AQH stand for?

 

The Media Guru Answers(Thursday, December 08, 2011 ):
Average Quarter Hour.

 


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Tuesday, December 06, 2011 #8332
When buying national tv, the cost of a :15 is half that of a :30, but does the same principle apply to spot TV? In other words, would a :15 unit be half that of a:30? I think there used to be a premium attached to buying :15's locally but want to know if this is still the case? Thanks

 

The Media Guru Answers(Wednesday, December 07, 2011 ):
Local solo :15s are rare, are often pre-emptible and can cost 65% of :30s.

 


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Tuesday, December 06, 2011 #8326
What does TIGER stand for?

 

The Media Guru Answers(Tuesday, December 06, 2011 ):
There could be other uses, but the Guru's first thought is the Census Bureau's demographic mapping database: Topologically Integrated Geographic Encoding and Referencing.

 


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Monday, December 05, 2011 #8321
Is it possible to claculñate/ convert awareness based on GRP's or media spend information?

 

The Media Guru Answers(Monday, December 05, 2011 ):
Aside from a theory that about 10% of established ad awareness is lost in every non-advertising week, the Guru thinks not.

Awarenss depends on so many exernal factors: competitve pressure, coppy quality, target relevance, category interst, media environment, etc., etc.

 


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Friday, December 02, 2011 #8318
Hi Guru, What is the minimum length of viewing time when someone is in zapping mode, 1 minute of stay at a channel or more than 1 minute?

 

The Media Guru Answers(Friday, December 02, 2011 ):
Assuming you are asking about Nielsen's metered measurement rules:
Whether zapping or not, 31 seconds of viewing in a minute is required to be counted in that minute's audience.

 


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Thursday, December 01, 2011 #8316
what is reach?

 

The Media Guru Answers(Thursday, December 01, 2011 ):
Reach is the unduplicated, or unique, audience of a schedule, ad or program. Click here to see more than 1000 past Guru responses touching upon reach

 


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Wednesday, November 30, 2011 #8315
We are a US agency placing a radio campaign in Canada. The radio stations quote Net Canadian $s. When should the cost be converted to US $ - at the time of placement or billing? Wondering if there is a standard process for converting media costs. Thanks

 

The Media Guru Answers(Wednesday, November 30, 2011 ):
This should be specified in your contract or other order paperwork.

 


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Wednesday, November 30, 2011 #8314
gross cost

 

The Media Guru Answers(Wednesday, November 30, 2011 ):
Media costs are usually quoted at "commissionable" prices. In other words, the Media Vendor will bill the agency at a "gross cost" which includes the agency commision. The standard commission included in media rates is 15%.

The agency collects the gross cost from the advertiser and remits the "net cost" (85% of the bill) to the media vendor, retaining the 15% commission. In today's advertising world, agency / advertser fee deals may vary from the 15% commission, but this is still the understanding of gross versus net.

 


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Wednesday, November 30, 2011 #8313
how do you establish wear out of an advert

 

The Media Guru Answers(Wednesday, November 30, 2011 ):

 


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Tuesday, November 29, 2011 #8312
What is Galaxy Explorer?

 

The Media Guru Answers(Tuesday, November 29, 2011 ):
Galaxy Explorer is an online software tool from Nielsen Media Research which is used to analyze National TV data from Nielsen's NTI (broadcast network) and NHI (cable network) including the Hispanic audiences of both, plus NSS (syndicated programming).

 


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Tuesday, November 29, 2011 #8311
magazine men

 

The Media Guru Answers(Tuesday, November 29, 2011 ):
Your question is unclear. Visit MRI +

 


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Monday, November 28, 2011 #8310
what is the cost of advertising on Network tv?

 

The Media Guru Answers(Monday, November 28, 2011 ):
See SQAD

 


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Friday, November 25, 2011 #8307
diamond industry in canada

 

The Media Guru Answers(Saturday, November 26, 2011 ):
The Guru deals with Media planning/Media buying/Media research/Media department management questions.

 


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Wednesday, November 23, 2011 #8304
Hi Guru again, question 8303 Client have communication in TV, radio, print, internet, event, outdoor etc. In every media I can have GRP, but not all GRP are equal in terms of quality. For example 1 TV GRP is better than 1 radio GRP while 1 event GRP (calculating from contacts) is maybe better than TV GRP. How to evaluate communication impact in terms of GRP, but also to evaluate quality of GRP? Maybe to have coeffiecient? Thank you for the answer!

 

The Media Guru Answers(Wednesday, November 23, 2011 ):
You must determine the bases of relative value for yourself. There are no established general standards. Many large, multibrand advertisers have developed their own indices besed on measurements or sales / recall / awareness / change in purchase intent / viral effects, etc.

 


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Tuesday, November 22, 2011 #8303
Hi Guru, Is there any simple method to evaluate GRP quality? For example it is clear that GRP on TV is more impactful than GRP on radio or other media? Thank you for the answer!

 

The Media Guru Answers(Tuesday, November 22, 2011 ):
Each target and product category could have different comparisons. Your tracking of sales results, recall tests, pre/post awareness measures, etc, could give you a way to create relative value scores.

 


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Monday, November 21, 2011 #8302
What is the average click thru rate for banner ads?

 

The Media Guru Answers(Monday, November 21, 2011 ):

 


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Thursday, November 17, 2011 #8299
At what point does it become more efficient to buy network TV versus spot TV; is there a # of markets or CPP?

 

The Media Guru Answers(Friday, November 18, 2011 ):
The answer varies by demographic, daypart, whether you're counting markets from the top down and how efficient your network vs spot buyers are. The approach is to use SQAD or whatever your local CPP records source and add market CPPs until the equal your national CPP.

The break even could come around 50% - 75% US.

 


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Tuesday, November 15, 2011 #8298
Hi Guru What would be the lifespan for a piece of 20 sec DRTV copy? How many ratings would need to be delivered before you felt it was expired. What other guidance can you give about copy life ? The ad in this case would be for car insurance. Thank you Thanks

 

The Media Guru Answers(Tuesday, November 15, 2011 ):
The Guru has no rule of thumb for this query. DR is usually bought by units, rather than rating points.

Since response is contantly measured, watch for a response fall-off. If the Guru were guessing, he would guess around 2000 GRP. It will vary greatly depending on the size of unit ratings. Many DR spots run in unrated time periods.

Also, 20 sec is an oddly short piece of copy for DR, so normal standards may well not apply.

 


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Tuesday, November 15, 2011 #8297
hi Media Guru! we are participating in the media pitch. One of the question from client: how to evaluate their Communication Effectiveness in different media (TV, print, internet, radio, outdoor, mobile advertising etc) by using Unified measurement metric? thank you! Gediminas

 

The Media Guru Answers(Tuesday, November 15, 2011 ):
This is not a standard term for the Guru.

It would seem that the client is lookiing for one common metric that can be used to evaluate each medium's communications effectivenenss individually.

"Communication effectiveness" leads one to consider response and recall measures, such as ad or brand awareness, intent to purchase, commercial recall, etc. These typically call for pre/post measurment. It would be difficult to distinguish the effects of different media on these metrics unless you could geographically isolate them or conduct laboratory-style testing.

 


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Tuesday, November 15, 2011 #8294
effective frequency

 

The Media Guru Answers(Tuesday, November 15, 2011 ):

 


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Tuesday, November 15, 2011 #8293
affinity

 

The Media Guru Answers(Tuesday, November 15, 2011 ):
Affinity refers to targeting interests of the prospect. This might be a specific charity, sport or team, celebrity, etc

 


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Monday, November 14, 2011 #8292
Is there an online standard for Reach & Frequency?

 

The Media Guru Answers(Tuesday, November 15, 2011 ):
Not specifically. It would depend on whether there are other media. Whether online is the primary medium and other media are driving traffic. Or whether the online is traffic-driving itself or stand alone ecommerce, etc.

 


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Monday, November 14, 2011 #8291
online reach and frequency

 

The Media Guru Answers(Tuesday, November 15, 2011 ):

 


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Monday, November 14, 2011 #8290
How do you forecast out the cost of a spot TV schedule using a national CPP for network TV prime

 

The Media Guru Answers(Monday, November 14, 2011 ):
You don't.

The numbers are not inherently connected. Different specs, different measures, etc.

 


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Monday, November 14, 2011 #8289
Dear Guru, I have a question about Net Reach. Can we identify the level of investment where reach figure becomes stagnant. If we say that we want to optimize our investment level to achieve a certain level of reach where we stop our campaign after achieving that certain reach point.

 

The Media Guru Answers(Monday, November 14, 2011 ):
Look at your reach curve like the one here, and figure where your investment gets you to the flattening-out point.

 


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Wednesday, November 09, 2011 #8287
advertising during political windows

 

The Media Guru Answers(Wednesday, November 09, 2011 ):
TV / radio Inventory gets tight, driving prices up. Political candidate ads get the lowest unit rates.of the last 45 days (primaries) or 60 days (elections). Others can't compensate by getting bonuses.

 


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Tuesday, November 08, 2011 #8286
how do I calculate wear out for a commercial execution?

 

The Media Guru Answers(Tuesday, November 08, 2011 ):
Go to the Guru Archives Search Engine. Use "("wear out" | wearout | wear-out)" as your search term.

 


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Monday, November 07, 2011 #8285
Do print media gross impressions include pass-along readership?

 

The Media Guru Answers(Monday, November 07, 2011 ):
Yes

 


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Monday, November 07, 2011 #8284
Reach

 

The Media Guru Answers(Monday, November 07, 2011 ):

 


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Monday, November 07, 2011 #8282
what percent of my advertising budget should I allocate to digital advertising

 

The Media Guru Answers(Monday, November 07, 2011 ):
It depends on several factors, such as:

  • what is your total budget; have you used your basic media as far as they can contribute?
  • How big a portion of media consumption is digital for your target?
  • Can digital do something more for your message?

 


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Friday, November 04, 2011 #8280
Canadian pharmaceutical manufacturing indutry

 

The Media Guru Answers(Saturday, November 05, 2011 ):
The Guru deals with Media planning/Media buying/Media research/Media department management questions.

 


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Friday, November 04, 2011 #8279
What is newspaper circulation

 

The Media Guru Answers(Friday, November 04, 2011 ):
Circulation is the number of copies of an issue that are distributed to consumers.

 


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Thursday, November 03, 2011 #8278
calculating combined reach

 

The Media Guru Answers(Friday, November 04, 2011 ):

 


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Thursday, November 03, 2011 #8277
what is the best way to approach a wearout analysis for local market TV. Assuming the same spot runs at different GRP's for different marketshow would you compare in which markets the spot may be worn out?

 

The Media Guru Answers(Friday, November 04, 2011 ):
[none] A spot is worn out when it becomes less able to stimulate consumers.

To simplify this, most advertisers will set a media measure which they have learned, from experience, reflects this point. Naturally, the creative quality will cause this to vary. Also, the size of the commerial pool may mean different levels per creative. Some advertisers will set a wear-out level based on achieving a target group average frequency at the middle quintile. 20 might be about right, or more or less. More practically, this could be translated to a GRP level, given assumptions of media mix.

 


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Thursday, November 03, 2011 #8276
Guru: Does anyone have GOOD competitive for B2B? I called Kantar, and they don't have it for my client's field (ERP systems).

 

The Media Guru Answers(Thursday, November 03, 2011 ):

 


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Thursday, November 03, 2011 #8275
say we have a 50 GRPs for a :30 ad (national)... remind me what happens to the GRPs if we run a :15 v :60

 

The Media Guru Answers(Thursday, November 03, 2011 ):
Assuming you invest the same dollars, you would probably get roughly twice as many GRP in :15 or hlaf as many in :60.

Buyers sometimes "equivalize," which artificially treats a :60 as being worth double the GRP of a :30 and a :15 as half, just to account for pricing.

In reality, a given spot in the same minute has the same rating, regardless of length.

 


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Thursday, November 03, 2011 #8271
Do you know the average CPM for bus advertising? Also, how do you calculate impressions - is it by ridership?

 

The Media Guru Answers(Thursday, November 03, 2011 ):
Bus ads range from interior car-cards to full wraps. CPMs vary greatly. Talk to vendors.

Similarly, impressions are about ridership for interiors and persons passed for given routes for exteriors.

As one vendor example see Peter Pan Bus

 


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Tuesday, November 01, 2011 #8270
Differences between the advertisement and advertorial

 

The Media Guru Answers(Tuesday, November 01, 2011 ):
An advertisement is a readily recognizable piece of selling copy. An advertorial is designed to look like the editorial content of the surrounding publication. It may be prepared by the publication as part of an ad-sales arrangement

 


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Thursday, October 27, 2011 #8267
We use Neilsen AdViews for domestic competitive spend reporting. But, is there any good single-source research available for Europe ad spending (and specific countries in Europe)? Thanks!

 

The Media Guru Answers(Thursday, October 27, 2011 ):

 


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Thursday, October 27, 2011 #8266
how many marketing messages is the average consumer exposed to daily?

 

The Media Guru Answers(Thursday, October 27, 2011 ):

 


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Wednesday, October 26, 2011 #8265
rate base circulation

 

The Media Guru Answers(Wednesday, October 26, 2011 ):

 


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Sunday, October 23, 2011 #8255
clutter ad.in bangladesh perspective awool@awool.com

 

The Media Guru Answers(Monday, October 24, 2011 ):
Examine the available data from tracking services. The Guru cannot recommend any in particular.

 


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Thursday, October 20, 2011 #8253
Dear Guru, When planning an advertising TV campaign, is there any benefit to running 9-10 daily spots for just three days per week (alternating the days every week, ex: Mon-Wed-Fri, then Tue-Thu-Fri, etc) as opposed to 5-6 spots/day all five week days? The goal is to reach as many contacts within my client's target audience as possible and achieve a high enough frequency. The client for whom I am planning this is pretty well-established worldwide, but is less known/just entering the market in the particular region where this TV campaign would run. Also, is the average of 14 GRPs/month (based on 30-second ads) too minuscule to even make it a worthwhile campaign given the above goals?

 

The Media Guru Answers(Friday, October 21, 2011 ):
Even at worthwhile levels, the schedules you are comparing would not be likely to produce significantly different results. However, at a mere 14 GRP per month, there is probably a much more effective use of the money than this plan.

 


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Tuesday, October 18, 2011 #8250
how many impressions facilitate a response

 

The Media Guru Answers(Tuesday, October 18, 2011 ):
If you mean how many exposures, the traditional thinking is 3.

 


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Tuesday, October 18, 2011 #8249
When buying spot cable, is it more appopriate to buy off of actuals or to project ratings? If the answer is projected ratings- how do I do this if I don't know what the programming is going to be?

 

The Media Guru Answers(Tuesday, October 18, 2011 ):
Very broadly, some cable nets are seasonal, some depend on content changes, like sports, and others are fairly flat albeit unpredictable, like news. Don't think about cherry-picking programming. Project as well as history guides you.

 


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Monday, October 10, 2011 #8246
I am a Sales Manager who has been able to sell a large department store one of my best styles as a test order. I am giving it to them for a super price. They want to reorder, but they want they reorder at a discount of 25%, I am a one price house and a margin of virtually nil on this. What do I do and Why????

 

The Media Guru Answers(Monday, October 10, 2011 ):
The Guru deals with Media planning/Media buying/Media research/Media department management questions.

 


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Tuesday, October 04, 2011 #8235
What would be the equivilent rating of a 4bk average in radio as it relates to the monthly ppm's now available?

 

The Media Guru Answers(Wednesday, October 05, 2011 ):
If you had used 4 book average because you wanted the stability of more points of measurement, then you could take 4 ppm reports. If you were trying to smooth out a year's variation, you could take a year's worth of ppm measures or just 4 from months dispersed over the year, such as the old, traditional Feb / May / July / November

 


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Tuesday, October 04, 2011 #8234
What is considered a healthy A-Pod positioning percentage?

 

The Media Guru Answers(Tuesday, October 04, 2011 ):
The more the better. If there are 4 positons to consider, the 25% range is "healthy."

 


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Sunday, October 02, 2011 #8233
Which has the greatest reach potential? TV or the Internet? Or, in other words, which has more "eyeballs"?

 

The Media Guru Answers(Monday, October 03, 2011 ):
TV has a virtually 98-99% potential. Internet has not reached that level of penetration.

As of August, US internet penetration was still below 80% See Internet World Stats

 


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Friday, September 30, 2011 #8231
touchpoints

 

The Media Guru Answers(Friday, September 30, 2011 ):
What is your specific question about touchpoints? Touchpoints is not an explicit media term.

 


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Thursday, September 29, 2011 #8228
Dear Guru, How can I accumulate 12 weeks of 50% weekly reach 1+ to reach 3+ of total 12 weeks?

 

The Media Guru Answers(Friday, September 30, 2011 ):
You need to examine week by week 1+ and 3+ in R&F software such as our own eTelmar

 


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Wednesday, September 28, 2011 #8226
What are the advantages of having a centralized staffing function, as opposed to letting each manager be totally responsible for all staffing activities in his or her unit?

 

The Media Guru Answers(Wednesday, September 28, 2011 ):
The Guru deals with Media planning/Media buying/Media research/Media department management questions.

 


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Tuesday, September 27, 2011 #8224
Why Radio

 

The Media Guru Answers(Tuesday, September 27, 2011 ):

 


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Monday, September 26, 2011 #8223
How do you assign a rating to a 5-second TV spot?

 

The Media Guru Answers(Monday, September 26, 2011 ):
Rating is entirely independent of unit length. In the same program minute, a :05 or a :15 or a :30 or a :60 have the same rating.

If, for some reason you have to assign a value or cpm, the simple proportion to a :30 may be used, but rating does not change.

 


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Thursday, September 22, 2011 #8222
Gross Impressions TV and Online

 

The Media Guru Answers(Thursday, September 22, 2011 ):
What is your actual question about impressions?

 


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Thursday, September 22, 2011 #8220
How do you classify 5pm news; early fringe or early news?

 

The Media Guru Answers(Thursday, September 22, 2011 ):
Certainly, it is early news. It could also be acceptable as early fringe.

 


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Tuesday, September 20, 2011 #8217
How to convert Nielsen NSI rating into NHSI. Example: if an NSI is 2.4 how to convert into NHSI

 

The Media Guru Answers(Thursday, September 22, 2011 ):
If are only working with Spanish language stations, and can assume all the audience is Hispanic, you can simply divide the audience impressions by the appropriate Hispanic demographic population. This will give you the Hispanic rating.

For other stations, there is no "conversion," per se.

 


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Tuesday, September 20, 2011 #8216
how to post cable buys

 

The Media Guru Answers(Tuesday, September 20, 2011 ):
For in-house analysis, national cable is reported down to exact day / date / time (average quarter hour) by Nielsen, in the most readily available resources and tools, such as cable MITs, and Galaxy Explorer.Exact minutes are also available in other Nielsen resources and tools.

Third parties such as MSA can process invoices for you. In either case, plan/bought must be compared to delivered.

 


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Monday, September 19, 2011 #8215
Define Reach

 

The Media Guru Answers(Monday, September 19, 2011 ):
Reach is the number of different people or homes exposed to a media schedule. This may be expressed as a percentage of the relevant population universe.

The term is frequently mis-used by media when "coverage" would be correct. E.g. 'cable network X "reaches" 100,000,000 households,' when in fact it merely has 100million HH subscribers coverage. It typically will only be watched by (Reach) a small percentage of those homes.

 


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Thursday, September 15, 2011 #8213
What the diference between tgrp and grp?

 

The Media Guru Answers(Friday, September 16, 2011 ):
When these terms are used together, GRP is used for household rating points and the "T" indicates Target, demographic rating points of some kind.

 


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Wednesday, September 14, 2011 #8212
Is there a way to calculate online reach and frequency by hand?

 

The Media Guru Answers(Wednesday, September 14, 2011 ):
Until you have built a simplified model from numerous actual measurements, the Guru would say not.

To really determine reach of a multi-site online schedule, you need a massive respondent base like those used by Nielsen//Netratings or comScore.

 


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Tuesday, September 13, 2011 #8211
If we have a product newly developed and currently in the retail market but not generating the sales it should how do we determine what advertising media to use

 

The Media Guru Answers(Tuesday, September 13, 2011 ):
Most simply, you need to identify the media preferred by the best prospect, and their relationaship to the circumstances of purchase decisions. To understand approaches, see the Guru's Parts of a Media Plan

 


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Saturday, September 10, 2011 #8210
What is the AQH rating of KXXY-FM?

 

The Media Guru Answers(Saturday, September 10, 2011 ):
According to Allaccess.com, AQH 12+ share was 3.1 in the Spring '11 Arbitron.

 


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Wednesday, September 07, 2011 #8207
reach & frequency

 

The Media Guru Answers(Tuesday, September 13, 2011 ):
Click here to see over 200 past Guru responses about reach and frequency. Click here to see over 30 past Guru responses about "reach & frequency", Click here to see over 75 past Guru responses about R & F.

This is one of the most common Guru topics. Perhaps you can narrow your quesiton

 


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Tuesday, September 06, 2011 #8206
what is electronic media management?

 

The Media Guru Answers(Tuesday, September 06, 2011 ):
As far as the Guru can see, this merely refers to the management of electronic or digital media.

 


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Friday, September 02, 2011 #8204
what is oto

 

The Media Guru Answers(Saturday, September 03, 2011 ):
One time only.

 


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Monday, August 29, 2011 #8202
I need to provide my client with GRP's for digital. How do you convert the impressions into GRP's?

 

The Media Guru Answers(Tuesday, August 30, 2011 ):
GRPs are ALWAYS calculated as: impressions ÷ population.

The issue with digital is to set your population basis. If your impressions are not identified as to age/gender/geography, etc you can only compare the mass of them to the total population.

You may consider the overall population or the digital population as your denominator, as long as you label the GRPs specifically. Remeber that GRP calculations are decimals and should be presented as if percentages. That is, impressions equalling 100% of population equal 100 GRP.

 


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Monday, August 29, 2011 #8201
Is there a source for average cpm for full page direct response print ads in national magazines?

 

The Media Guru Answers(Monday, August 29, 2011 ):
See MRI+

 


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Friday, August 26, 2011 #8198
how recency works with launches

 

The Media Guru Answers(Sunday, August 28, 2011 ):
Recency is a concept that addresses a purchase pattern that has no particular best moment at which to capture the attention of the prospect. The idea is to be the most recent exposure at the time a purchase decision is made and that a purchase decision might be made at any time. Therefore, continuity, albeit at lower levels, is key.

Launches on the other hand, are all about a specific point in time, and making a big quick impression to achieve awareness and and consumer action.

 


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Wednesday, August 24, 2011 #8197
Is there any reliable research on the effectiveness of yellow page advertising - print directories vs online directories? Thank you

 

The Media Guru Answers(Thursday, August 25, 2011 ):
Visit The Yellow Pages Publishers Association and The Internet Advertising Bureau.

The Guru belives the two forms are very different and serve different purposes. It shouldn't be an either/or issue.

 


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Wednesday, August 24, 2011 #8196
I am trying to understand media weights at a DMA level resulting from a National buy. For instance, if one buys 100 National TRPs, how do you calculate TRPs at the local DMA level given differences in viewership behavior across DMAs? I have heard of something called the PAL index that indexes up or down the National TRPs to local DMA TRPs. Is this the correct approach? Are there other ways? Thanks in advance for the help.

 

The Media Guru Answers(Wednesday, August 24, 2011 ):
The Guru's first thought is Nielsen's Quarterly "Network Programs by DMA" report which has market by market ratings for each network program.

 


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Tuesday, August 23, 2011 #8193
I am developing a media plan for a product launch next year. The dollars will be spent primarily in print (culinary, beverage, lifestyle magazines), online, social media. Do you have an example of what this presentation should include for the client? # of impressions, CPM, etc? What criteria should I include? Thank you....

 

The Media Guru Answers(Tuesday, August 23, 2011 ):
This query makes it sound like you have created a plan shooting from the hip without working through objectives and strategies.

The strategies would dictate how you made your media decisions, and therby would tell you what data you needed to present, whether it's cpms, composition, reach, environmental analysis, etc. In terms of presentation, stick to highlights, summanry points, and decisions. Detailed supporting tables can be appendices.

For additional thoughts, see the Guru's Parts of a Media Plan.

 


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Monday, August 22, 2011 #8192
What does PC4B stand for in advertising?

 

The Media Guru Answers(Monday, August 22, 2011 ):
You probably mean P4CB, which is Page, four-color bleed.

In other words, a full page ad, in full color (four-color process), printed to the edges of the page.

 


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Monday, August 22, 2011 #8191
Dear Guru: I'm working with a new agency account exec that sold broadcast for years. It's near impossible to get him to think past a radio package/promotion. Strategic planning/flowcharting and budgeting don't happen. Do you have any suggestions? One thought is constructing some sort of "buying brief" he'll have to do before opening the job and meeting with media. Perhaps an electric cattle prod will help him stay on procedure (kidding).

 

The Media Guru Answers(Monday, August 22, 2011 ):
You don't say, but the Guru assumes your role is media planning/buying.

Let's assume the AE is not in charge of your agency. A PLANNING brief is a very good idea. The Guru is quite accustomed to relying on these.

The AE's role should be to advise the media team of marketing goals and strategies including budget. From this, the media team can build a proper plan. An AE, especially one whose background is only media sales is unequipped and unqualified to set media strategies. AE's who think they know because they have an AE title are dangerous. The cattle prod is not an unrealistic plan B.

For ideas about your "brief" look at the Guru's Parts of a Media Plan to see what account exec input is useful and to document what your conributions will be.

 


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Sunday, August 21, 2011 #8189
I have requested and received post-buy analysis' from TV and radio stations contracted with on a recent ad campaign. The reports all look different and are not necessarily apples to apples and I'm not sure what to be looking at as I attempt to summarize the data for the client. I'd like to show gross impressions, but most of the stations have provided the reach as a percentage and I don't know how to calculate GRIMP's w/o an actual number. Should I be considering GRP's or CPP instead? What is the best criteria to use to evaluate the data for the client? I'm desperate...Thank you Guru!!

 

The Media Guru Answers(Monday, August 22, 2011 ):
  • First off, if you are investing money with stations, you should be able to dictate the data you receive in reports.
  • Secondly, reach is not useful for post analysis purposes, you need gross impressions or GRPs
  • Since market definitions, which form GRP yniverses can differ between radio and TV measurements, you are best off using gross impressions.

 


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Friday, August 19, 2011 #8185
Is there a conversion factor one can use to convert purchased TV TRPs bought as A25-54 to A18-49 or vice versa? We have 40 spot markets that we bought as A25-54, but in order to add them to national TRPs that were bought at A18-49, we need to get closer to what an A18-49 delivery would have been in our buys. We don't need exact, just representative.

 

The Media Guru Answers(Saturday, August 20, 2011 ):
There is no simple single conversion factor. In younger skewed media 18-49 TRP might be higher than 25 - 54. In oler skewed media, vice versa.

Surely with all this buying, you have some research tools that can answer your question. If not ratings resources then TRP ratios be may be inferred from cost per point guides.

 


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Friday, August 19, 2011 #8184
Should marketing/advertising dollars be allocated for reaching an ethnic audience if it is less than 5% of the total population?

 

The Media Guru Answers(Friday, August 19, 2011 ):
It is not the percentage of population that matters, it is the percentage of the product consumption for which they account. For many products, it is said that the 20% of heaviest users account for 80% of sales.

For example, Hispanic women 18-49 may be 7% of the population yet account for more than 25% of the purchase of certain baby products nationally.

 


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Friday, August 19, 2011 #8180
what is core target?

 

The Media Guru Answers(Friday, August 19, 2011 ):
Core target is a term used typically when there is a broad sales prospect groups and a best prospect group within it. For example, A brand's target may be women 18-49, but have a core target of 25-34 who are who are 30% more likely to buy the product than the totla population, while 25-34 are 60% more likely. Or perhaps 25-34 buy twice as much.

 


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Thursday, August 18, 2011 #8179
My media plan is local and will go national. I'm currently in 25% of the US. If my local budget is $1.0MM would I determine the national budgets by dividing the $1.0Mm by .25 or by .75?

 

The Media Guru Answers(Thursday, August 18, 2011 ):
For simple arithmetic, the answer is divide by 0.25. I.e, all of the country would cost 4x as much as one-quarter of the country.

But, depending on your current media, this would likely be a great overestimate.

If you are using regional magazines, or regional editions of national magazines. national print will be more efficient.

If you are using spot tv, spot radio or spot cable, national network buys will be more efifcient.

If you are using regional websites or geotargeting, you can find greater eficiencies in national buys.

And so on. If you are in a very unique 25% of the U.S. local media costs vs national translate differently.

 


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Thursday, August 18, 2011 #8178
how do you nationalize grps?

 

The Media Guru Answers(Thursday, August 18, 2011 ):
Multiply by the percent coverage of the U.S. where your GRPs are.

I.e., if you ghave 100 GRP in 25% of the U.S., you have 25 national GRP.

 


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Thursday, August 18, 2011 #8177
highly targeted radio ethnic

 

The Media Guru Answers(Thursday, August 18, 2011 ):
The Guru is always perplexed when a query merely states a media term. Verbas are often useful. What do you want to know about "highly targeted radio ethnc?"
  • Do you want to know if there is radio targeted to specific ethnic groups?
    Yes, there is radio targeted to Hispanics, Black consumers, Russians, Asians, and other nationalities or language groups.
  • Do you want to know if there is radio targeted to subgroups withing these broad ethnic groups?
    Yes, there is Spanish language radio targeted to Carribean Hispanics, Mexican-Americans, etc. There is Black radio for African Americans and West-Indians. There is Asian radio for Chinese, Indians, and Koreans.
  • Do you want to know if there are even finer breaks within these?
    Yes, there is Spanish language radio for younger folk, like salsa and other dance music and older folk like news/talk, and English language for Hispanics. There is Chinese radio in Cantonese, Mandarin, Fujianese, etc,
  • Or was your question somethihng else entirely?

 


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Monday, August 15, 2011 #8176
what is reccomended length of local radio ads, :60 or :30?

 

The Media Guru Answers(Tuesday, August 16, 2011 ):
Generally :60, unless you can get :30 at half price, which is rare,

 


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Saturday, August 13, 2011 #8173
Is tabletop advertising (table clings) a popular ambient media

 

The Media Guru Answers(Saturday, August 13, 2011 ):
How would you define "popular" in this context? The Guru has not encounterd this particular format, among other tabletop forms he has seen. Try Outdoor Advertising Association of America or POPAI (Point of Purchase Advertising Institute) for information.

 


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Friday, August 12, 2011 #8172
I'm looking for US Advertising CPM by Media. The last I found was from 2008 for 2009 and hoping for something more recent that includes online.

 

The Media Guru Answers(Friday, August 12, 2011 ):
If you're not finding information in the trade media, you'd do best to get data from one of the competitive spending services, Nielsen Monitor+ or CMR (Competitive Media Reports)

 


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Thursday, August 11, 2011 #8171
which plan option usually need more GRPs or is more expensive? a 4wk plan optimised on 1+ or optimised on 3+?

 

The Media Guru Answers(Thursday, August 11, 2011 ):
The Guru imagines one could manipulate media mix to go either way on this.

The question in optimization is usually what is the best plan (media mix) to achieve the reach goal within a set budget. So if your question is "at a given budget does optimizing at 1+ or at 3+ call for more GRP?", again the issue falls to the freedom of media mix. It could become quite a circular process.

 


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Thursday, August 11, 2011 #8170
How do I calculate the ROI for my client before teh campaign has flighted? We have planned Tv and Print over a period of 3 months

 

The Media Guru Answers(Thursday, August 11, 2011 ):
Predicting ROI depends on experience. If you have past ROI results for the media you are using, model on that. If not, research general results in the trade publications.

Otherwise, you need to make some intelligent estimates based on knowledge of your product.

 


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Friday, August 05, 2011 #8167
When running a TV campaign for a very infrequently purchased Service (bathroom remodeling), is a consistent schedule make more sense than flighting? trying to understand how purchase cycles affect scheduling. Also, the objective of campaign is to generate phone calls for in home estimates. Are there minimum grp levels needed? In a very expensive Tv market and am beginning to wonder if budget is simply inadequate.

 

The Media Guru Answers(Sunday, August 07, 2011 ):
When there are clear purchase cycles, then scheduling can be attuned to those cycles.

You seem to be talking about a category without such cycles.

In branding, current thinking is that the impression closest to the purchase decision is the most effective one.

But you are talking about a direct response campaign. Whatever you budget, you will be tracking calls and adjusting your schedule. SAny budget will have some result. Success will generate added budget.

 


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Wednesday, August 03, 2011 #8166
duplication in same media

 

The Media Guru Answers(Wednesday, August 03, 2011 ):
Generally, more than across media.

 


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Monday, August 01, 2011 #8161
Media Guru, How can I take local TRPs & spend and plan for a national buy. For example, we have a local test in two markets with say 80 TRPS/wk for 8 weeks at $XXX budget. How can I determine what that level will translate to nationally?

 

The Media Guru Answers(Monday, August 01, 2011 ):
This is backwards. If you have a test, you would be testing a national plan you already had created.

A test of a national plan is typically built in one of two basic ways:

  1. "Little U.S.," where each test market runs the same plan as national, or
  2. "As-it-falls," where one determines what "X"' level of national GRPs would deliver in the test markets and runs that level.
In the first case, to back into national levels, cost out the same plan in national media. In the second case, use Nielsen tools to find which national buys would have generated the local plan you have "tested," and cost out that plan.

 


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Monday, August 01, 2011 #8160
plz give the information and some basics media formulaes for media buyer

 

The Media Guru Answers(Monday, August 01, 2011 ):
The Guru Query data base is full of these data. Virtually every query answered fulfills part of your request. Browse through the Guru's responses. Or search the Guru for specific inofrmation.

 


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Sunday, July 31, 2011 #8159
Direct response

 

The Media Guru Answers(Monday, August 01, 2011 ):

 


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Saturday, July 30, 2011 #8157
Dear Media Guru, I came accross research that states, that advertising on smaller tv stations with specific programming generate better advertising and brand recall. The research has been conducted on TV channels in Poland, Hungary and the Czech Republic, by Gfk, using qualitative and quantitative method. It is assumed that the better recall is caused by the fact that people pay more attention to the program they actively selected and while in this model they also remember better the advertising that comes with it. If this is true, we could also say that GRP can have lower and higher quality. I remember also from the past that there is research that reveals that prime time spots or certain programs can score better for some target audiences. And here is the question: 1. Does Guru believe the GRP can be of different quality, and is there more industry research that shows this? 2. What would be the successful way of taking the quality of GRP into account when selecting channels/ constructing buying schedule. Thank you. Hana

 

The Media Guru Answers(Saturday, July 30, 2011 ):
As the Guru said in Query # 8153, this is a reasonable finding, consistent with his experience. Other research has shown the same. For similar studies, consult 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.

A GRP should always be a GRP; a percentage of the target population. Developing weighted or adjusted GRPs, based on research findings is quite appropriate and commonly done, using an index of results of the "better" programming versus average programming.

 


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Thursday, July 28, 2011 #8156
how do i convert share into rating points

 

The Media Guru Answers(Friday, July 29, 2011 ):
HH Share X Homes Using Television (HUT) = HH rating or
Demographic Share X Persons Using Television (PUT) = Demographic rating

 


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Thursday, July 28, 2011 #8155
What is the minimum # cable Trps/week to be effective when placing an awareness schedule?

 

The Media Guru Answers(Friday, July 29, 2011 ):
There are numerous variables here and no simple answer.
  • First, what is your awareness goal? Ad awareness will never be more than your reach.
  • What is your expectation from the schedule? Increasing awareness by some percentage or achieving a specific awareness level? Again, awareness level will never exceed reach. More realistically, look at 3+ reach or evaluate the marketing situation to set another effective frequency level.
  • Is cable to be your only medium? in such a case, your levels will need to be much higher than as part of a mix.
  • Are you using cable for reach or for a frequency enhancement? This will determine not only levels but dispersion across networks.
  • There are other possible considerations depending on your target and content needs.

 


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Thursday, July 28, 2011 #8154
grp

 

The Media Guru Answers(Thursday, July 28, 2011 ):

 


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Thursday, July 28, 2011 #8153
Dear Media Guru, There is a research looking at the quality of viewers delivered by TV channels. It has 2000 sample, qual and quant methodology , conducted by Gfk for Central European stations. It has been found that some of the smaller stations, especially those with tight programming and specific Target audience segments appear to deliver better at generating advertising and brand awareness than they bigger wide-reaching channels. Would the Media Guru be able to comment if he believes than even across channels

 

The Media Guru Answers(Thursday, July 28, 2011 ):
Better targeting, in general, is expected to perform better against the audience exposed.

There is a balance of reach against effectiveness.

Is it more productive to reach 1,000 target persons twice as effectively as 4,000 less concentrated-within-the-target persons for similar budgets? What if the same 1,000 are among the 4,000?

 


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Tuesday, July 26, 2011 #8152
TV ratings

 

The Media Guru Answers(Wednesday, July 27, 2011 ):
Please explore Nielsen or refine your Guru query to something specific.

 


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Monday, July 25, 2011 #8151
Hi guru, What is the forumula to calculate effective reach...i.e. what % of my plan delivers against my target at the 2+, 3+, 4+, 5+ frequency level.

 

The Media Guru Answers(Wednesday, July 27, 2011 ):
There is no general percentage to use. This is part of the very complex, overall reach calculation.

You need a computer with software such as that offered by Telmar or online through eTelmar.

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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Monday, July 25, 2011 #8150
SOE

 

The Media Guru Answers(Monday, July 25, 2011 ):
Perhaps you mean "SEO," Search Engine Optimization. This refers to designing and adjusting a website to improve its search engine results. This may include such techniques as using or embedding relevant keywords and metatags, or arranging for increased numbers of other sites to link back to the target site.

If you actually do mean "SOE," this acronym is not familiar to the Guru.

 


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Sunday, July 24, 2011 #8148
Hi Guru, as a brand manager in a leading packaged goods company, am a bit let down that so many media decisions are based on thumbrules than on validated quanitiative data. Are there any quantitative tools as definitive as LINK is for ad quality testing, that can help answer critical media planning questions below to maximise media dollars? 1/ Effective Frequency: Ostrow tool is not validated, application is highly judgemental, doesnt account for fact that exposure

 

The Media Guru Answers(Sunday, July 24, 2011 ):
First off, let's consider your own creative-oriented bias here, no offense meant.

Within ad quality measurement there are some measures that are quantitative and within media planning there are some measures that are solidly quantitative. The problem is how the quantitative measures can "accurately" guide marketing action.

Just because you can use proven methods to reliably measure ad quality in terms of recall or intent to purchase and use that to select the better piece of copy, does not mean there is a better way to plan a copy pool, or forecast advertising results except with your own application of judgement to use of these tools.

Similiarly, media planners have identified solidly measurable, quantitative metrics like GRP, frequency and reach that, at least directionally, have known impact on plan success. Highly experienced media professionals like Joe Ostrow have built logical ( and, importantly, repeatable ) approaches to integrating these metrics with other marketing factors, such as competitve pressure, brand awareness, market share, category interest, etc.

Each Brands' unique combinations of market factors, ad quality, and goals, make it virtually impossible for a single organization to collect enough sets of media plans / marketing backgrounds / sales results to build a simple, proven model to guide all media decisions reliably. For a given set of results in the quantitative tools and a specific set of advertsing goals, the tools should reliably distinguish better choices. Advertinsg goals handed over to the media planners should guide many of these decisions. Budget vs reach goals versus marketing timing issues; branding vs retail promotion, etc. are key controlling factors in setting :30/:15 mix as well as timing of introduction of different copy. Experience, guided by logic and available quantitative tools are the best we are likely to do, in the Guru's opinion.

 


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Friday, July 22, 2011 #8147
Hi,guru: our client is a frozen food company which ranks among top 3 in category in china. All its ads in past is product ad and it want to push off brand ad now, how to allocate the propotion of product ad and brand ad in media spending? What should I pay particular attention to make media strategy about its brand ad

 

The Media Guru Answers(Friday, July 22, 2011 ):
The Guru deals with Media planning/Media buying/Media research/Media department management questions.

You are asking a marketing strategy question. A media plan's Objectives, Strategies and Tactics must be in response to marketing strategies.

 


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Thursday, July 21, 2011 #8146
what is grp

 

The Media Guru Answers(Thursday, July 21, 2011 ):
GRP = Gross Rating Points. Calculations:

  • Sum of all ratings, or
  • (Total impressions ÷ population universe) X 100

 


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Wednesday, July 20, 2011 #8145
sex

 

The Media Guru Answers(Wednesday, July 20, 2011 ):
In media / demographic terms, "gender."

 


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Sunday, July 17, 2011 #8144
how to calculate outdoor cpm

 

The Media Guru Answers(Monday, July 18, 2011 ):
CPM = Cost ÷ impressions in thousands. Outdoor impressions are reported as D.E.C. (Daily Effecive Circulation).

 


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Sunday, July 17, 2011 #8143
I saw my Granddaughters in a commercial about the Hillsdale Mall in San Mateo at the local theater last night. Is there any place I can go to (on my computer) to see it again?

 

The Media Guru Answers(Monday, July 18, 2011 ):
The Guru deals with Media planning/Media buying/Media research/Media department management questions.

However, Nielsen Monitor+ and CMR (Competitive Media Reports) capture commercials and may have this one for a fee. Cinema commercials may be less readily available.

 


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Friday, July 15, 2011 #8140
Hi guru, I'm trying to understand how my TV plan delivers against different age segments and need help understanding the info. For example, my core demo is A25-49 and I reach 79 million people. - I also want to see how it deliers against M25-49 and see I get 74 million impressions and 84 million W25-49. How come when you add the women and men imps up, they don't equal the adult total?

 

The Media Guru Answers(Friday, July 15, 2011 ):
Very simply, there is an error in the numbers and you have spotted it. The A25-49 total must be the total of the W25-49 and the M25-49.

Mathematically there is no room for anything else. Media math aside, reality leaves no room for anything else. Recheck your numbers and your sources.

 


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Friday, July 15, 2011 #8139
Reach 1+

 

The Media Guru Answers(Friday, July 15, 2011 ):
This is equivalent to simple "reach:" persons reached at least once.

 


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Tuesday, July 12, 2011 #8137
does Fox network have early morning news?

 

The Media Guru Answers(Tuesday, July 12, 2011 ):
Nope.

 


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Sunday, July 10, 2011 #8136
Direct response tv cost

 

The Media Guru Answers(Sunday, July 10, 2011 ):
Direct response costs are usually less than staandard costs. They may range from 10-20% less to half of a supposed basic cost. It varies by TV type and vendor.

 


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Friday, July 08, 2011 #8135
Why do we normalise the Grp's?

 

The Media Guru Answers(Saturday, July 09, 2011 ):

 


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Friday, July 08, 2011 #8134
media plan

 

The Media Guru Answers(Friday, July 08, 2011 ):
See the Guru's Parts of a Media Plan

 


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Wednesday, July 06, 2011 #8133
print terms

 

The Media Guru Answers(Friday, July 08, 2011 ):
For print production terms used in media planning, start here.

For print media research terms, a starting point is here .

 


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Monday, July 04, 2011 #8132
what is the implication of normalized GRPs in TV weight setting?

 

The Media Guru Answers(Monday, July 04, 2011 ):
The Guru believes "Normalizing" is the term used in India with the same meaning as the U.S. term "equivalizing."

Equivalizing is used in comparing or combining schedules of different brands / seasons / years, etc. when different copy lengths are involved.

Click here to see past Guru discussion of eqivalizing.

 


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Wednesday, June 29, 2011 #8126
What is the best way to manage lead gen partners and measure performance?

 

The Media Guru Answers(Wednesday, June 29, 2011 ):
The Guru will assume that you are asking this in an online context. In that context, your site's software should be capable of tracking referers. But do you want to measure performance in terms of
  • click thru to a landing page?
  • penetration of your site beyond the landing page?
  • actions taken on your site?
  • dollar value of transactions on your site?
In each case the tools are somewhat different, as are the deals you might make. To a large extent these become financial -- rather than media -- decisions. ---

 


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Tuesday, June 28, 2011 #8125
tv cost per points for Dallas

 

The Media Guru Answers(Wednesday, June 29, 2011 ):
See SQAD

 


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Monday, June 27, 2011 #8124
Is there a way to calculate market GRP thresholds?

 

The Media Guru Answers(Monday, June 27, 2011 ):
You first must define "Market GRP Threshold." Threshold of what? Awareness, sales increase, etc?

 


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Monday, June 27, 2011 #8122
How is calculated Cost per Reach Point?, which is the formula ?

 

The Media Guru Answers(Monday, June 27, 2011 ):
Spending ÷ reach = cost per reach point.

 


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Monday, June 27, 2011 #8121
Are there any guidelines or critera for how long you should wait for before you advertise in new newspapers and/or publications?

 

The Media Guru Answers(Monday, June 27, 2011 ):
As soon as you can judge that the vehicle is appropriate, based on target, distribution and pricing, you can proceed if you get guarantees.

 


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Monday, June 27, 2011 #8120
what is the best way to calculate media receptivity?

 

The Media Guru Answers(Monday, June 27, 2011 ):
First you need to define media receptivity. The Guru does not recognize this as a standardized media term.

If you mean how receptive to specific information is the audience of a particular media vehicle, then you might start by looking at the composition of that vehicle's audience based on presence of users of the product.

 


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Monday, June 27, 2011 #8119
what is OTS

 

The Media Guru Answers(Monday, June 27, 2011 ):
OTS is "Opportunities To See."

Click here to see past Guru discussion of OTS

 


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Monday, June 27, 2011 #8118
call to action

 

The Media Guru Answers(Monday, June 27, 2011 ):
The Guru deals with Media planning/Media buying/Media research/Media department management questions.

This query relates to ad copy.

 


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Thursday, June 23, 2011 #8117
What are bookends?

 

The Media Guru Answers(Thursday, June 23, 2011 ):
A typical commercial pod runs 2+ minutes. :15 spots from the same brand / product at each end of the pod are "bookends."

 


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Wednesday, June 22, 2011 #8116
Hi Media Guru, do you happen to know the rate of a full page ad on the NY Times back in 2001, for weekday B/W and standby B/W? I've been searching but to no avail...

 

The Media Guru Answers(Thursday, June 23, 2011 ):
SRDS might have such old records. Or a college library.

 


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Wednesday, June 22, 2011 #8115
What is an effective 3+ reach goal for a new product using radio? 40%? 50%? 60%?

 

The Media Guru Answers(Wednesday, June 22, 2011 ):
The Guru's simplest rule of thumb is to reach at least 50% of your target 3+ times. This is just an abstraction, ignoring important considerations such as competitive issues and copy strength. For a more detailed apporach, click here to see past Guru responses about the Ostrow model.

 


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Tuesday, June 21, 2011 #8114
what is an effective buy for a PI law firm on TV

 

The Media Guru Answers(Tuesday, June 21, 2011 ):
You would probably want to do a direct response campaign. You would start by buying broadly and then closely track response to each station, daypart and program. Then drop what isn't working and expand what is.

 


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Tuesday, June 21, 2011 #8113
what is an effective commercial for a PI law firm on TV

 

The Media Guru Answers(Tuesday, June 21, 2011 ):
The Guru deals with Media planning/Media buying/Media research/Media department management questions.

 


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Tuesday, June 21, 2011 #8112
HOW DO WE CALCULATE CPRP

 

The Media Guru Answers(Tuesday, June 21, 2011 ):
CPRP = Cost ÷ GRP

 


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Monday, June 20, 2011 #8111
what is copy splitting

 

The Media Guru Answers(Monday, June 20, 2011 ):
Copy splitting is a form of test or a way to deal with product distribution issues.

In print, the circulation of an issue will be split into a "A" set and an "B" set, each set carrying a different version of an ad or ads for different products from the same advertiser (copy in this sense, is a term for a piece of advertising). For a test, the A and B sets would be every alternate copy (meaning individual prints of an issue) so that each version gets comparable distribution. If it's a product distribution problem, A and B might be different geographic regions.

In broadcast, the same principal could be accomplished with "feeds."

 


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Monday, June 20, 2011 #8110
Dear guru ,please let me know what can i do with the following data. Execution cut trough(ECT), Brand cut trough (BCT), In market recognisation (IMR)and TVR GRP . please send me some deatils with examples

 

The Media Guru Answers(Monday, June 20, 2011 ):
The Guru will start with the assumption that the unfamiliar terms in this query are mostly typos. Therefore, he will treat "trough" as if it were "through."

"Recognisation" will be treated as "recognition."

"TVR GRP" will be treated simply as "GRP."

Having done all this, the Guru is still left with a group of unfamiliar terms, which are, at least, not standard U.S. media terms. ECT and BCT and IMR might be references to ad awareness and brand awareness.

Even given all this, the question seems to amount to something like, "I have a box of Legos with squares, rectangles, corners and railroad track; what can I make?"

Are these terms from a country other than the U.S.? Are they from a specific vendor's software?

Let's start with a problem or opportunity and see how any of your data helps to resolve it, after you clarify all terms.

 


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Saturday, June 18, 2011 #8109
Dear Guru, I am planning to prvide media planning/ad services to institutions,private and publicin an African country. I am new to this, though have spent 6 years as a project director for country reports in int'l print media. So far I have constituted a vitual team of copywriters, art directors, video professionals. I am concerned though about the research aspect preceding a campaign - these would mainly be for branding and awareness/perception missions, rather than increasing the sale of consumer products and services. The idea is to help these African customers manage their international media plans, targetting mainly potential investors, startegic partners and possibly suppliers. Do you think I can outsource this for example to Ipsos-MORI? I am equally concerned about performance measurements - again, can this be outsourced, to VMX in New York perhaps? Many thanks for all the help you are providing to all of us here. Best, Greg

 

The Media Guru Answers(Saturday, June 18, 2011 ):
Most functions can be outsourced, if you are confident
  • you can manage and integrate the outsourced work and
  • select partners sufficiently familiar with the peculiarities of the countries in which you are working

 


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Friday, June 17, 2011 #8108
what are gross impressions

 

The Media Guru Answers(Saturday, June 18, 2011 ):
An impression is one exposure of an ad to one member of the target audience. Two exposures to one person is two impressions, Two members each experiencing one exposure is two impressions, and so on. The sum of all impressions in a campaugn or schedule is referred to as gross impressions. This is in distinction from "net impressions," meaning the number of different persons exposed, also referred tom as reach. [none]

 


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Thursday, June 16, 2011 #8107
Can you tell me what information is available regarding arena advertising, it is a multi-use venue which holds concerts, fairs, art shows, etc. and has weekly organized sports teams. Last year over 120k people came through the doors and this year will be double that.

 

The Media Guru Answers(Thursday, June 16, 2011 ):
One interesting starting point would be InStadium. There do not appear to be industry association sites.

Things you will want to think about include:

  • What portion of the audience traffic can see whatever signage you use?
  • How limited must your message be to account for viewing distance or speed at which the audience will move past?
  • Is your brand appealing to all audiences of all events or will only some be relevant

 


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Thursday, June 16, 2011 #8106
Our client wants to use radio to build brand awareness for a packaged goods brand. Currently the brand has extremely low awareness (basically a new product) in a category that has relatively low interest. What levels of 'average frequency' and 'effective 3+ frequency' should I set as goals so we can significantly increase top of mind awareness?

 

The Media Guru Answers(Thursday, June 16, 2011 ):
FIrst, consider that average reach will be the outside limit of ad awareness. The reach at 3+ is an even more relevant limit to ad awareness, The current awareness level also establishes a floor.

Since you are limiting yourself to radio, set a 3+ reach goal. Average frequency will just have to fall naturally out of that.

So, you have an unknown brand in a category that few people care about or about which most people care very little. Do your best to select stations that cover the right people at the right time (if any) and build as much effective reach as possible among their audience. Ideally select stations covering most of your potential purhchasers.

 


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Thursday, June 16, 2011 #8105
Are SQAD CPPs shown in gross or net dollars?

 

The Media Guru Answers(Thursday, June 16, 2011 ):
Gross

 


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Tuesday, June 14, 2011 #8103
Digital media Mexico's investment vs global average 2010?

 

The Media Guru Answers(Tuesday, June 14, 2011 ):
Do you mean average per capita? Per GNP? Please clarify

 


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Tuesday, June 14, 2011 #8102
what is the top radio station in phoenix aZ

 

The Media Guru Answers(Tuesday, June 14, 2011 ):
KOOL-FM seems to be generally on top most recently (May '11). One usually ranks within a specific demographic. Get updates at AllAccess.com

Registration is required.

 


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Tuesday, June 14, 2011 #8101
In reference#8098 to simplify a TV channel X Tarrif(Rack rates) rate of year 2010 compared to Tarrif rate of year 2011 the percentage increase is the inflation of the specific time slot in which the rate is increased...how will we calculate if rates are changed on all the time bands across the day on the channel X? What will be the inflation of that specific channel also the similar practice done for all the channels individually and how will they be summed up to give one % called as the industry inflation?

 

The Media Guru Answers(Tuesday, June 14, 2011 ):
This is just arithmetic. As long as you have the same time periods on both sides of the equation, your inflation calculation will be valid.

 


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Thursday, June 09, 2011 #8098
How can we calculate Media Inflation? What is the formula and details associated with it? and is media inflation calculated category wise as well?

 

The Media Guru Answers(Thursday, June 09, 2011 ):
You need to decide what rate type is your basis. CPM is most easy to compare across media types.

Then inflation is simply the percent change of one year versus your base year.

Category wise is certainly an option.

 


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Tuesday, June 07, 2011 #8097
what does rate base mean

 

The Media Guru Answers(Tuesday, June 07, 2011 ):
Rate base is the circulation on which print rates are guaranteed. A magazine with a circulation of 1,100,000 might sell with a rate base of 1,000,000. If you buy a page at $50,000, and circulation of that issue is only 950,000, you are owed a refund of 5% or $2,500.

Too many planners/buyers do not audit this carefully.

 


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Thursday, June 02, 2011 #8044
household impressions for print

 

The Media Guru Answers(Thursday, June 02, 2011 ):
The Guru usually treats circulation as equivalent to HH impressions.

 


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Thursday, June 02, 2011 #8039
media planning

 

The Media Guru Answers(Thursday, June 02, 2011 ):
Media Planning is the process of turning marketing goals into Media Objectives and Strategies.

See also the Guru's Parts of a Media Plan

 


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Tuesday, May 31, 2011 #8014
My boss engaged me to audit our media agency and I have a problem. I need to match our data with their, and buy data from AGBNielsen. when I asked for data for TA male children 4-7 y.o. and mothers 25-40 y.o. AGBNielsen told me that I need to choose or boys 4-7 apart from fem25-40 but they cannot make a fusion of these two targets. I have data from our media agency based on fusion TA boys4-7y.o. & mothers25-40y.o. Who is right?

 

The Media Guru Answers(Tuesday, May 31, 2011 ):
If Nielsen can't or won't perform a certain data manipulation, it does not necessarily mean that an agency cannot develop a procedure to do it.

Your first step would be to review the agency's procedure to validate it to your satisfaction.

The Guru wonders what it would mean to perform a "fusion" of two such disparate demographics, lacking either age or gender congruence. Easy enough to deal with each on its own.

 


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Saturday, May 28, 2011 #7971
formula for impressions?

 

The Media Guru Answers(Saturday, May 28, 2011 ):
Rating is a percentage of a universe. Rating X universe = impressions. GRP is a sum of ratings and may be used in the same way.

 


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Thursday, May 26, 2011 #7944
It is late May 2011. In a metered market with 12 annual books, what is the preferred method of projecting ratings for 3Q11 assuming all books are available?

 

The Media Guru Answers(Friday, May 27, 2011 ):
For the most accuracy, project month by month.

For each month, use the corresponding month of the previous year, to determine HUT.

Use the most recent book on hand to determine share of the program or time period you are estimating. Share x HUT = rating.

 


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Thursday, May 26, 2011 #7935
Hi Media Guru, I work in a small agency, where there is no media software but we have some clients who are active.Most of the time we out source the media plan from some free lancer due to which i am not been able to learn more about media planning. Can you please suggest me some books or study material wherein i can get some knowledge. Thanks

 

The Media Guru Answers(Friday, May 27, 2011 ):
Visit AMIC Bookstore (in association with Amazon.com)

 


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Wednesday, May 25, 2011 #7929
re: #7926 Sorry about the lack of information: •Each of the four TV stations is within the same DMA; The cable schedule is based on a number of networks. •Using the report the client gave me, I plugged in the corresponding numbers for another month’s buy where I actually have the combined TV totals. TV’s reach/Freq/GRPs was 99.4 / 7.1 / 702. Cable’s was 61.2 / 2.1 / 129. •Using the client’s ‘formula’ the average reach would be 69.4 , average freq would be 2.4 and total grps would be 831. •It sounds to me in the above example, I should be weighting it per your suggestion. How do I do that?

 

The Media Guru Answers(Thursday, May 26, 2011 ):
Do you want the R&F of the market where the TV schedule ran or the national R&F combining cable and the one TV market?

  • If you want the schedule of the one TV market, and if the cable schedule is expressed in US R/F/GRP, assume the cable R/F/GRP is the same in your market as in the whole country.
  • With 99+ reach locally, this almost doesn't matter in this case (the Guru never reports reaches above 98%, as a matter of principle)
  • So the local market reach stays at 99, since there is no room for cable to increase it. The GRPs are additive, or 831 in total, and the frequency is 831 ÷ 99 or 8.4.
  • If you want the US reach, and again if the cable is expressed as US reach, then use the weight of the market size agains the local reach.
  • Suppose your market is 4% of the US. Then, nationally, you would be adding 4% of 702, or 28 GRP to the cable 129, for a total of 157.
  • Now is the trickier part: your local TV reach adds a maximum of 4% of the local 99 reach points to cable's 61, or a max of 65 reach.
  • To properly combine the local and the cable you could run the combined cable and spot though an R&F program with the 4% of GRP figure. Realistically, of the 4 added reach points potential, you would probably gain 2 or 3. Of course this 2 or 3 or 4 depends on the market size. But assuming a very generous 4%, your R/F/GRP is somewhere between 63 / 2.5 / 157 and 64 / 2.5 / 157, so why fuss?
69% Reach is out of the question, even if your market is New York, with 6% of the US.

 


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Wednesday, May 25, 2011 #7926
Hi there. Thank you for your guidance on the used car infomercials vs. used car spot schedule. They went with the latter :) Next question: I had a client average the reach % of 4 TV station schedules and 1 cable station schedule. They did the same for frequency. Then they added all the grps for all 5 schedules, and listed that on the report as well. They came up with 73.74% average reach, 3.54 average frequency and 1838 total GRPs. That HAS to be inaccurate because the reach x freq formula should still hold true, right? and they are dealing with two different universes as well? Is there a way to come up with average reach/freq for the TV+Cable schedules?

 

The Media Guru Answers(Wednesday, May 25, 2011 ):
Congratulations on doing the right thing with the used cars.

Certainly what you describe is wrong, but there is not enough information to correct it.

  • If each station is in a different market, then it is proper to average the reaches, but they must be weighted by market size, and in this case, the GRPs would be averaged the same way.
  • Frequency would be GRP ÷ reach.
  • If these stations are in the same market then their reaches must be combined with a method that considers their duplication. In this case the GRPs are added. Again, GRP ÷ R = F.
  • The cable "station" is a puzzle here. Cable is usually a network, unless either a) you are talking about a local cable origination, such as New York's NY1 or News12 or b) a DMA interconnect or single system buy. If a such a local buy, then it's treated like the TV stations above. If it's a network buy, it's different markets and the weighting approach applies.

 


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Wednesday, May 25, 2011 #7920
How do I convert a Demo GRP to HH GRP? Specifically looking at TV.

 

The Media Guru Answers(Wednesday, May 25, 2011 ):
The trick is "conversion factors." This means you have to have some background information and some specific information. There is no conversion method without reference to external factors. Obviously, the women 18-49 conversion to HH will be very different for soap operas than for sports.

As background information, you should have on hand a set of persons-per-hh (PPH) factors. In other words, if the US TV HH population is 115,900,000 and the women 18-49 population in TV HH is 65,970,000, then there are 0.569 w18-49 per HH (demo pop ÷ HH pop).

As specifics, each program or daypart has a viewers-per-viewing hh (VPVH) for each demographic. If a prime time program has 400 w18-49 in each 1000 viewing HH its vpvh is 0.400.

VPVH ÷ PPH yields a coversion factor. 0.400 ÷ 0.569 = 0.70. So, if you have HH GRP for this program, multiply by 0.7 to find w18-49 GRP. If you have w18-49 GRP, divide by 0.70 to find HH GRP. You can keep conversion factors on hand for all the programming you commonly work with. Otherwise, you will have to multiply the demo rating by the demo pop to get impressions, divide by VPVH and divide by HH pop.

 


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Tuesday, May 24, 2011 #7909
MSA for Toronto, ON

 

The Media Guru Answers(Tuesday, May 24, 2011 ):
Visit Statistics Canada for a list of Canadian metropolitan areas. Toronto is one such.

Keep in mind that "MSA" is a US Census measurement area, defined by the Whitehouse's Office of Management and the Budget . The Canadian definition of metropolitan area is somewhat different, see Tables by Metropolitan Area

 


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Monday, May 23, 2011 #7901
explanation of equivalization

 

The Media Guru Answers(Monday, May 23, 2011 ):

 


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Friday, May 20, 2011 #7899
I have been buying spot TV for many years but now have the opportunity to buy DR TV. Can you please point me to the right direction to learn about this topic? I have searched the archives but don't find anything that is not a number of years old. Thank you.

 

The Media Guru Answers(Saturday, May 21, 2011 ):
The Direct Marketing Association (DMA) is probably your best informational resource.

The site has an Events and Training section.

 


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Friday, May 20, 2011 #7898
gross vs net media spend

 

The Media Guru Answers(Friday, May 20, 2011 ):
The difference is with (gross) vs. without (net) agency commission. Traditonally, agency commission is 15% of gross. Other deals are possible.

 


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Friday, May 20, 2011 #7897
Thank you. The infomercial is that is currently running is an Automotive Used Cars infomercial. I want to convince the client to use that money in a :30 sec spot schedule. The comparison is for 49 infomercials and 17.8 HH Grps (1252126HH) vs. 1568 cable :30's and 880.8 HH GRPs (763122 HH). In my opinion, running the same tired automotive used car infomercial in the same areas with low ratings does not compare to running over 1500 spots across 26 networks. You're reaching a much larger audience, and you have more chances to reach them - I don't see the infomercial having the same impact. Who would watch it more than once, let alone watch the whole infomercial? I was just wondering if there was a mathematical formula to compare the two schedules. used car infomercial to used car :30's. I really appreciate your guidance.

 

The Media Guru Answers(Friday, May 20, 2011 ):
A used car infommercial?? Just being 30 minutes long does not an infomercial make.

The Guru supports your position. On any sort of communication measure, a spot schedule will win. But is the infomercial generating any sales at all?

 


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Thursday, May 19, 2011 #7894
how do you compare the worth of a infomercial schedule against the worth of a spot schedule? is there a formula that will compare apples to apples as far as eyeballs are concerned?

 

The Media Guru Answers(Thursday, May 19, 2011 ):
A spot schedule is a completely different concept than an infomercial. But ultimately both are meant to get response.

Even assuming that your "spot schedule" is a set of DR spots, putting out a simple message and a 1-800 number is not comparable to the deeper sell and demonstration potential of the infomercial.

In either case, response per dollar invested is the only standard.

Now, if you meant to compare a branding campaign to an infomercial, that's comparing apples to apple cobbler.

 


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Wednesday, May 18, 2011 #7893
definition of CPP

 

The Media Guru Answers(Wednesday, May 18, 2011 ):
Cost Per Point. Price ÷ gross ratings

 


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Wednesday, May 18, 2011 #7892
Media Guru Thanks, I am refering to national media and specfically cable, not local spots. We are primarily interested in the cost of DRTV 1 min - 2 min because of what we think we need for a high priced, more complex product in the $400-$500 retail price range launched nationally. our plan is to drive interest to a toll-free number and/or website ie. for a free DVD/more information and then close sales ultimately i.e. over 4-6 wks. and continuing running DRTV based on acceptable returns from the advertising a to be determined length of the campaign. If this does well, then we may then consider a longer format version. Consequently, I don't understand enough about reach and frequency, but understand the DRTV approach is strictly about frequency/number of spots and a conversion rate- our investor - simply wants to spend x dollars for the most # media spots at the least cost and generate the maximum number of profitable leads or close sales. Our objective is to schedule it with cable channels with an audience that meets our target M-W, 35-55, college educated, ideally $70,000 household income demographics and may skew towards women (60% purchasers vs men 40%). Consequently if i had a media budget of say $100K for just for purposes of discussion for 1 month all spent against DRTV either 1 or 2 min formats on national cable, how many spots would I approximately receive and at what cost per spot? For example if the media budget was $100,000 divided by say $1000 per DRTV 2 min spot, this would yeild 100 spots for the month, So whatever rough range of media costs per spot that you can provide for 1 min, 2 min and 30 min formats would be helpful just for budgeting on our end. Lastly without you knowing our product - on national cable say a Lifetime, Discovery Channel or even Animal Planet if there is any range that you are aware of assuming a new, unkown product and if the creative execution addresses a need or problem but was just considered fair not bad, not good: would a range of 2000-3000 website hits per spot be reasonable by the end of the first month? I know this could be a tremendously wide range, but assuming the ad creative as just average for a DRTV spot what have you seen in aproximate ranges for average number of website hits per spot for the first month of a new product's campaign (i.e. assuming $100K or $200K 1st month media budget?) Sorry I am asking lame questions, but appreciate any general responses - it will be helpful just for some preliminary budgeting.

 

The Media Guru Answers(Wednesday, May 18, 2011 ):
As to web hits, consider that a web campaign averages about 0.1% clickthru. So 2000 hits would need about 2,000,000 web banner ad impressions. But you are trying to convert TV impressions into people typing in your URL.

Let's say that will only work 10% as well. so you would need 20,000,000 impressions. If an average cable spot you buy has an audience of say 300,000 in your target that's about 70 spots. Looks like you could afford it.

 


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Tuesday, May 17, 2011 #7889
1 addtional comment re: May 17, 2011 #7887 question, we believe ideally our target is M-W, ages 35-55, college educated and $70K household incomes if that helps, but really are just interested in a range of per DRTV cost/spot vs figuring out a media plan right now. thx

 

The Media Guru Answers(Wednesday, May 18, 2011 ):
You will still face prices from under $50 to over $10,000, depending on network.

 


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Tuesday, May 17, 2011 #7887
Hi Media Guru - we are a start-up company with a consumer product and have not conducted or met with any agency in depth, or talked to any specialists re: a DRTV media plan, but for now a potential key investor has just asked us to consider DRTV or infomercials. Given the fact that we are targeting M-W college educated ideally $70K plus households, but $50K hh households ok (our buyers skew women 60%/ men 40%) - what is ie. a range of media costs per spot should we assume for a 1 minute format, 2 minute format, or 30 minute infommercial format? I realize this may vary according to programming, station etc.. but we are just looking for what the range might be. For example I am guessing a 1 min or 2 min format might range $800-$1000 per 1 min or 2min per DRTV spot. We only need an average range right now to determine if this is even affordable in our first year of operations to give us an idea of the media costs. We can work with the conversion assumptions. thanks

 

The Media Guru Answers(Tuesday, May 17, 2011 ):
Are you talking about local or national media? With small markets' smaller stations your costs could begin under $20 and go up to many thousand for 30 minutes nationally. You need to do more thinking before you can really frame this question.

 


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Tuesday, May 17, 2011 #7886
Multi Week Reach & Frequency I'm having trouble totaling R & F across a 4 week period when ratigns are different across the weeks. We tie back to individual program for a single week but not the total 4 weeks. Everything totals fine when ratings are the same across all weeks. I have a 4 week schedule with 1 program Fri 10-11p Daypart Prime Telmar DPT # 6 Demo M1849 July 2010 Book cume data Avg rating Sign on to sign off Cume rtg avg: 391 Primetime Cume Rtg avg: 204 week 1 2 spots 0.9 rtg Reach 1.8 Freq 1.0 week 2 1 spot 1.6 rtg Reach 1.6 Freq 1.0 week 3 1 spot 1.6 rating Reach 1.6 Freq 1.0 week 4 3 spot 0.5 rating Reach 1.5 Freq 1.0 Trying to tie numbers to another company using the same Telmar model they have a 4 week total 4.5 Reach and a 1.4 Frequency. We get a 3.8 Reach and 2.1 Frequency using both an avg rating and a weighted average ratings. What else could we try to tie back to them we have an array for spots by weeks but only one rating for all the weeks???? Thanks in advance

 

The Media Guru Answers(Tuesday, May 17, 2011 ):
In the data you present, each week shows some inherently incorrect data, which makes the Guru suspect your input. But before the Guru points out these problems, it should be mentioned that trying to fine tune reach at such extremly low levels seems pointless. A reach difference of 0.7% is unlikely to be real within statistical tolerances, anyway.
  • In week 1, two spots having no duplication and exactly 1.0 frequency is unlikely
  • Regarding weeks 2 & 3, a single spot cannot have any duplication, so reach will exactly equal rating for any single spot, anywhere. Further, reach can never be greater than GRP. And, Frequency can never be less than 1.0; (i.e. anyone reached is reached at least once) your 1.8 reach and 1.6 GRP would yield and impossible 0.888 frequency
  • In week 4,similarly, you have an impossible 1.5 GRP and 1.8 reach.
The Guru does not understand how "Cume rating" has any place in this discussion, nor "weighted average ratings"

 


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Tuesday, May 17, 2011 #7883
difference between net reach and cummulative reach

 

The Media Guru Answers(Tuesday, May 17, 2011 ):
Cumulative reach is a type of net reach. Net reach describes the number of different persons exposed to a campaign, exclusive of duplicate exposures. "Gross" includes duplicated audience.

Traditionally, from the days when print dominated, 4 weeks was the standard period of reach measurement for a media plan. Cumulative reach is net reach over any longer period, such as a quarter or a year.

"Gross" is the alternative term to net, but is usually only used to describe impressions or rating points.

 


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Tuesday, May 17, 2011 #7882
how best the company can full carry out business over the internet?

 

The Media Guru Answers(Tuesday, May 17, 2011 ):
An ecommerce site is probably your answer as the query is posed but this is not actually a media query within the Guru's scope.

 


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Monday, May 16, 2011 #7880
we buy TV at a national level (so I have GRP's by week). I want a report to get actual GRPs (delivered) at GRP level by week. I am told by my media agency that one way to get to that is use PAL reports from Nielsen and extrapolate my National GRPs to get DMA level GRPs. However the challenge is that PAL report (which gives market level GRP delivery) is available only quarterly, which is not ideal as it will show delivery constant across a DMA , across 12 weeks in a quarter. Is there a more accurate method (or source) to get actual GRPs by DMA level?

 

The Media Guru Answers(Monday, May 16, 2011 ):
GRP by week is easy to get at the national level. Nielsen tools such as Galaxy Explorer can access GRP delivery by program or time period by telecast, by day, week, month, etc.

The core of your question seems to be how to get this data by DMA.

You need to keep in mind that most DMAs only have quarterly ratings reports available, so that hoping for weekly data in all DMAs except by some form of extrapolation isn't reasonable. Only the 56 metered markets out of the 210 total can offer actual weekly data.

A Nielsen report like Network Programs by DMA would allow you to develop quarterly indices of DMA by DMA delivery to apply to each national spot in your weekly report. Not perfect, but possible.

 


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Sunday, May 15, 2011 #7879
How can you measure TV Ad clutter? and what relevance does it have on your OTS levels

 

The Media Guru Answers(Sunday, May 15, 2011 ):
Clutter can be measured in number of non-program minutes per hour and / or number of non-program units per hour, i.e. 15 minutes of :15 commercials might well be considered more "cluttered" than 15 minutes of :60s.

This has no relevance to OTS of a schedule.

 


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Friday, May 13, 2011 #7877
how do you put a online cpc auction campaign price model into a CPM based media plan? otherwise, how do you tell the spreadsheet, you will get Y results for X budget, depending on auction during campaign?

 

The Media Guru Answers(Friday, May 13, 2011 ):
You need to face the differences between the cpc model and cpm model. A variable-audience vehicle is variably productive. The rationale in your plan document that led you to use cpc should tell you how to present this element.

 


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Friday, May 13, 2011 #7876
Notwithstanding the logic of not advertising on channels that are HD since subscribers pay more for them, what could be the positives for a channel to carry advertising on an HD Channel apart from the ad sales revenue motive ?

 

The Media Guru Answers(Friday, May 13, 2011 ):
The Guru does not follow your logic. How does the fact that subscribers pay more make an HD channel a less viable vehicle? Usually, when media users pay more they are considered more engaged, better prospects. They are likelier to be upscale and have more disposable income to spend on your product. This is why print circulation audits emphasize full-price subscriptions.

Media vendors are in the business of selling ad time, where is the reason not to sell time on the HD channel?

 


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Wednesday, May 11, 2011 #7874
I asked the question below: Hello How do I calculate the discreet reach at 2 only (not 2+) for tv?. My additional question is if that if the software does not give us the reach at lower level, discreet reach etc., how do calculate it manually ?

 

The Media Guru Answers(Wednesday, May 11, 2011 ):
The Guru is surprised your software doesn't have this feature. You might want to check with your vendor.

Frequency distribution, which is what we are talking about here, requires an immensely complex algorithm, which is why we use computers to work with it. You need software such as that offered by Telmar or online through eTelmar.

For example, as input, you need average spot audience, duplication between spots on the same station / network and duplication between each possible pair of different stations / networks. 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, May 10, 2011 #7873
Definition: Diary TRPs

 

The Media Guru Answers(Tuesday, May 10, 2011 ):
Diary: A booklet placed with a member of a survey household (i.e. a "respondent") in which the respondent records all viewing for a week.

TRP: "Target Rating Points." Comparable to GRP. Some media professionals use GRP (Gross Rating Points) to refer only to household audiences, reserving TRP for persons' demographic audiences.

Rating points is the result of impressions ÷ target population universe expressed as a percentage. That is, Target impressions equal to 200% of the Target population = 200 TRP.

Impressions = number of single exposures of an ad in a campaign to a target member; one member exposed twice is two impressions, two members exposed once each is two impressions, etc.

So, the Guru would use "Diary TRP" to mean TRP measured by a diary-based survey.

 


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Tuesday, May 10, 2011 #7872
what information would have been useful in designing an effective media plan for the client??

 

The Media Guru Answers(Tuesday, May 10, 2011 ):
See the the Guru's Parts of a Media Plan

 


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Tuesday, May 10, 2011 #7871
Hello How do I calculate the discreet reach at 2 only (not 2+) for tv?.

 

The Media Guru Answers(Tuesday, May 10, 2011 ):
Software that calculates reach at "frequency plus" levels, most commonly 1+ and 3+, like our own eTelmar's, typically will display reach at all the lower, discreet levels up to 10 or 15, as well as various reach+ data.

 


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Monday, May 09, 2011 #7870
If I provided search for information of SA Tourism,which will help to assess whether the media plan that eventuated was effective and efficient. What information of SA Tourism can help Media Guru do a media plan?

 

The Media Guru Answers(Tuesday, May 10, 2011 ):
Search (keyword) campaigns are typically evaluated firstly2 against click-thru to the targeted landing page, and secondarily by further penetration into, or actions taken on, the targeted site.

Broader campaigns designed to drive traffic to tourism sites might be based on information about sites where travellers visit to learn about destinations or sites with information for people interested in the destination.

 


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Friday, May 06, 2011 #7869
How do I calculate reach and frequency for print

 

The Media Guru Answers(Friday, May 06, 2011 ):
You need a computer with software such as that offered by Telmar or online through eTelmar.

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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Friday, April 29, 2011 #7868
converting impressions to GRPs

 

The Media Guru Answers(Friday, April 29, 2011 ):
Target impressions ÷ target population = GRP. If the division's result is 1.0, that's 100 GRP. 1.50 is 150 GRP, etc

 


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Wednesday, April 27, 2011 #7867
How do I calculate TV & Radio reach/frequency, if I only have the GRPs and total target population? I have media software, but had to manually enter ratings for my demos because I don't haven't subscribed to the market yet.

 

The Media Guru Answers(Friday, April 29, 2011 ):
Find a subscribed market in your system with similar ratings and use it as a model. Percent reach of similar GRP and dispersion plans should be close enough.

 


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Wednesday, April 27, 2011 #7866
How do I calculate TV & Radio reach/frequency, if I only have the GRPs and total target population?

 

The Media Guru Answers(Friday, April 29, 2011 ):
The input for typical R&F models is much more than just GRPs. Rating size, dispersion across stations, dayparts, programs, demographics, etc, all come into it. This is why computer models have become the standard approach.

In the old days, planners would have assembled tables that compared reach results to typical reaches, taken one or two of these variables into consideration. see our own eTelmar for possible help.

 


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Wednesday, April 27, 2011 #7865
If you know the estimated GRPs for a TV or Radio campaign in a particular market is there a way to calculate the reach and frequency?

 

The Media Guru Answers(Friday, April 29, 2011 ):
The input for typical R&F models is much more than just GRPs. Rating size, dispersion across stations, dayparts, programs, demographics, etc, all come into it. This is why computer models have become the standard approach.

In the old days, planners would have assembled tables that compared reach results to typical reaches, taken one or two of these variables into consideration. see our own eTelmar for possible help.

 


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Wednesday, April 27, 2011 #7864
Dear Media Guru, Please can you tell me where I can find a copy of the papers presented at The Telmar 30th Anniversary Award Papers Symposium on "the Future of Media Planning" in 1998? They were previously available on your site. Particularly, I am seeking the paper by Erik Du Plessis. Thank you.

 

The Media Guru Answers(Friday, May 06, 2011 ):
The 30th Anniversary Award Papers may be found here, at the bottom of the page.

 


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Tuesday, April 26, 2011 #7863
My understanding is that you don't need to buy as many TRPs of National TV than you would in a spot market to acheive the same R/F? Is this true? Why is this?

 

The Media Guru Answers(Tuesday, April 26, 2011 ):
Not true. Given the same daypart mix, ratings, program dispersion, etc, a certain % reach within whatever universe calls for the same TRP level.

 


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Tuesday, April 26, 2011 #7862
Is there a standard value you'd give to a radio remote?

 

The Media Guru Answers(Tuesday, April 26, 2011 ):
No. There are spots to assign GRP values. There are promotional announcements to value. There are sponsor mentions. These must be assessed for each remote.

 


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Monday, April 25, 2011 #7861
What options are there in advertising that might be different than how national ads are sold (where the geographic location doesn't matter)? Im working on a little project and this is the last information I need to find out and it's getting difficult for me. To give background on what im finding, I'm looking at what certain sites offer geotargeting and then looking at their rates. This is what leads me into the question I'm asking about what options there are that might be different than how national ads are sold where geographic location doesn't matter. I've looked on websites to see if they have different rates for geo-targeting and non geotargeting, so basically local vs national advertising. I'm not looking to advertise the company, we are the ones who are looking to sell ad space on our site and just reseaching the rate because we want to advertise by geographic area.

 

The Media Guru Answers(Tuesday, April 26, 2011 ):
The question is not really clear.

Most simply, you can set a basic cpm and add a premium for geotargeting.

 


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Monday, April 25, 2011 #7860
Is it better to buy to a R/F goal or a GRP goal? What is the preferred buying strategy among media buyers?

 

The Media Guru Answers(Monday, April 25, 2011 ):
Please review the Guru's responsde to Query #7855, just below.

It cannot be deemed "better" to do either without context.

In an ideal or at least professional media world, there are Media Planners and there are Media Buyers. In some cases these are one person, "wearing two hats," so-to-speak.

It is never within the Media Buyer's role to prefer an R/F goal or GRP; this decision is part of media planning and based on communicvatiosn goals, as detailed in Query #7855.

Although the planner typically gives the buyer goals expressed prmarily in GRP terms. a proper buying platform should be included, describing such details as R/F goals, daypart goals, rating minima, dispersion, etc.

Oftern enough a media buyer is dealing with a single media vehicle, such as spot TV and does not know this element part of the plan. In a plan with an overall Reach-oriented goal, the role of spot tv might be tonnage to build frequency, at the lowest CPP. Or it mighty be a reach-extender. Strategies must fit goals. When one is both planner a\nd buyer, the thought processes for each role need to separate.

 


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Monday, April 25, 2011 #7859
Dear guru: we want to kick off a 4 week TV campaign and alrealdy set the GRP target. Assumed that every week have the same condition,i mean the same program ,same drama,same audience scale etc,.if we put a weight like 4,3,2,1 on each week of the campaign named Choice A,put a weight 1,2,3,4 on each week of the campaign named Choice B ,which choice we can ger a high 1+reach & 3+reach.Thanks

 

The Media Guru Answers(Monday, April 25, 2011 ):
In your scenarios, niether should make an overall difference in 1+ or 3+ reach.

However, in Choice A, you will get more of both in the first week of the campaign, allowing each additional week to build reinforcement on a higher initial reach base. This should lead to quicker results, which could be crucial in a time-sensitive promotion.

Unless you are building a roll-out or deliberately moving slowly at first, as in leading up to a movie or TV program premier, or a short time retail event, the Guru would usually prefer Choice A.

 


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Saturday, April 23, 2011 #7858
Dear Guru, i am working on a paper talking about creating synergy in media planning using media combinations. Can u help me with some ideas or leads on this topic? Thanks.

 

The Media Guru Answers(Sunday, April 24, 2011 ):
Some topline thoughts:

Media combinations with the same audience appeal have inherent synergy, of course, but going deeper means finding related content, such as CMT cable and CMT radio, or similar cable TV / radio combinations or related print / internet pairings or three-way relationships etcetera, where content reinforces message or reinforces audience involvement, or engagement.

 


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Thursday, April 21, 2011 #7856
Question: How to advertise pop music on the internet?

 

The Media Guru Answers(Sunday, April 24, 2011 ):
Two starting thoughts:
  • Select sites with content related to pop music, performers, music celebrities
  • Select sites with the same audience as pop music purchasers. Try comScore and Nielsen//NetRatings for internet audience measurement.

 


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Wednesday, April 20, 2011 #7855
I'm trying to explain to my boss why purchasing the lowest CPP programming-regardless of daypart-is a bad idea. He is trying to save money for the client but I think it's not stewarding their ad dollars. I've tried to explain that the psychographics can be different within a demo. i.e. Buying Judge Judy, Cops and Family Guy against W25-54 is a totally different audience than buying Private Practice and American Idol against W25-54. And I think that the buy becomes more fragmented because you're not reaching a large audience at one time. Is there information I can find to prove this? Audience composition for programming maybe? And also, why we need daypart allocations.

 

The Media Guru Answers(Wednesday, April 20, 2011 ):
What you and your boss are both overlooking is that discussions like this need to be framed within a communications strategy.

Somewhere in your media plan it should be established that your primary goal is either

  • Message weight, in which case lowest CPP is most important, or
  • Reach, in which case ratings size is more important, because, as you say, smaller, more fragmented audiences do not build reach as well, or
  • Message environment is key which suppports the sell, which talks to your psychographic point. or
  • Frequency, ie. message repetition is key, which would support more, lower rated spots. . .

But, unless you have agreed on where the emphasis should be, you can't resolve this disagreement. Some planners or buyers always assume they should go for the most reach. This is not correct unless it is the stated goal. Nor can you assume, when reach is the primary goal, that bigger ratings are always better; if you can buy twice as many impressions in lower rated programs, they may well generate more reach than half as many impressions from higher rated programs. Not that 50% is the set ratio. Perhaps only a 20% margin will outperform the reach deliver of higher ratings.

So set your goals and examine them carefully. Run R&Fs on schedules of high rated vs low rated programming, and keep effiicency in mind. Examine the other scenarios.

 


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Tuesday, April 19, 2011 #7854
Question: what os the gross impression of casinos

 

The Media Guru Answers(Wednesday, April 20, 2011 ):
If you mean what is the total impressions of advertising placed for casinos, your best sources would be Kantar Media or Nielsen Monitor+

 


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Thursday, April 14, 2011 #7852
How many ads do you think the average American sees a day. From media like: newspaper, radio, television, computers and personal devices (smart phones and tablet pcs). I know this question has been asked to death but I feel the number has risen with the increase in the integration of technology in everyday life.

 

The Media Guru Answers(Saturday, April 16, 2011 ):
The Guru's past answers on this topic, generally debunking the high numbers often cited, center around the available time for a person to receive ad exposures. Query #7389 is a good example.

If we consider only actual ad messages, and not incidental exposures to logos or products, we must remember that all this technology does not increase the amount of time a person has available for exposure. If today we fiddle with our smartphones or web surf on our tablets while watching tv, instead of browsing through amagazine or newspaper while watching tv, have we added to our total exposure opportunities? The Guru would say not by much, if at all.

 


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Wednesday, April 13, 2011 #7851
what is a feed?

 

The Media Guru Answers(Wednesday, April 13, 2011 ):
Broadcast and cable TV face an issue of time zones. You have probably seen a program promotion for a show which will air "at 9pm Eastern, 8pm Central time."

For optimal audience availability, it is desirable that a prime time program airing at 9pm on the east coast also air at 9pm on the west coast. Therefore, programs will be "fed" (via satellite) to east coast stations or cable MSOs at one time in the east and 3 hours later for the west. This is called a "Dual Feed." Other programming which must be seen live, such as sporting events, go out as "live feed" regardless of time zone.

 


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Wednesday, April 13, 2011 #7850
how to calculate 4-week reach

 

The Media Guru Answers(Wednesday, April 13, 2011 ):
You need a computer with software such as that offered by Telmar or online through eTelmar.

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 12, 2011 #7849
whats the definition of share

 

The Media Guru Answers(Tuesday, April 12, 2011 ):
In broadcast, it is the audience within a specific demographic which is using a single station at a point in time divided by the total audience in that demographic using the medium at that time.

 


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Tuesday, April 12, 2011 #7848
reach

 

The Media Guru Answers(Tuesday, April 12, 2011 ):
Definition: the number of different homes or persons exposed to advertising or that number expressed as a percentage of its population universe.

 


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Monday, April 11, 2011 #7846
Hi, I would like to find out the value of GRP on our TV channel compared to other TV channels? Concretely, how much more expensive should it be compared to GRPs' of other TV channels. Thank you.

 

The Media Guru Answers(Monday, April 11, 2011 ):
It is common for a channel to charge a premium for higher ratings. And more for higher rated dayparts even within the channel's rates.

Given the same type of channel and distribution and same type of audience, a premium CPP might be 5 or 10% higher or a bit more, if it's the highest rating available, which you have not claimed.

But it's a matter of what the market will pay. Does your prospect see a benefit in a higher rating or are they looking for a more selective audience composition?

This is a complex calculation calling for a careful assessment of your competitive set and sales prospect.

 


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Friday, April 08, 2011 #7845
Please reiterate the "old school" way to project ratings. Was it the seasonal book of last year's share multiplied by the latest books rating?

 

The Media Guru Answers(Friday, April 08, 2011 ):
What you are probably thinking of is mutliplying the latest available share against the HUT for the same season last year. In other words, use the program's competitive strength against the total available audience for the season.

Some use more than one season's history.

 


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Friday, April 08, 2011 #7844
Would it be more cost efficient to buy national cable through the targeted networks or through Directtv/DishNetwork?

 

The Media Guru Answers(Friday, April 08, 2011 ):
Individual networks will generally be more efficient bought directly than through the satellites. Further, the satellites, particulary DirecTV, might only sell you clustered sets of networks, rather than the targeted ones you have selected. Finally. the satellites only cover a bit more than 30 million homes, while cable nets cover up to 100+ million subscribers inlcuding those reached through wired cable as well as satellite.

For the optimal efficiency, coverage, and freedom of selection among your chosen networks, your best bet would be an "unwired" cable network provider such as TelAmerica Media.

 


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Friday, April 08, 2011 #7843
What is the best way to calculate projections (estimate ratings) for each month and each quarter in LPM markets?

 

The Media Guru Answers(Friday, April 08, 2011 ):
The same general process applies as referenced in your other recent adjacent query regarding the "old school method." The real difference is that you will have 12 distinct months of data from which to select and could as easily estimate a monthly rating as a quarterly one.

 


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Wednesday, April 06, 2011 #7842
Guru, what the MTB study stand for and how its help in media Planning/analysis. Regards, Faisal

 

The Media Guru Answers(Friday, April 08, 2011 ):
The Guru believes you might be referring to the Probe&Search
"Multimedia Time Budget (MTB) study" – 2004

According to the Probe&Search site,

MTB (Multimedia time budget studies) tends to view media consumption in totality with respect to the exposure of an individual to various media ,i.e., print, outdoor, electronic, etc. along with the time slots, activities done in conjunction, daily routine etc. The sample covered for this survey was 3300 in top ten cities.

Associating ad placement with relevant activites and moments in the targets' lives could enhance the relevance, engagement and effectiveness of media messages.
The age of the study might make some findings less relevant in today's media sphere.

 


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Tuesday, April 05, 2011 #7841
Dear Guru, my question is about 30sec GRPs, how can we convert GRPs into 30 sec GRPs. Let suppose i have aired 20 spots of 20 sec each and got 25 GRPs how can i convert these GRPs into 30 secs. is there any formula regarding this? is it fine if i divide each spot;s GRPs by its duration and than multiply the result by 30 to find 30 sec GRPs (spot duration is 20 sec, its GRPs are 2, 2/20x30)?

 

The Media Guru Answers(Tuesday, April 05, 2011 ):
You need to establish a standard; what is the reason for your analysis?.

Most simple is the linear conversion you propose, where a :20 is worth two-thirds of a :30, but in what context? If you are concerned with pricing or "equivalization" issues, this is appropriate.

However, in absolute measurement, or for reach estimation purposes, a GRP is a GRP. It is simply reflective of a number of pairs of eyeballs exposed (impressions) divided by a population universe.

By the way, in the early days of :15s, recall measurement showed :15s were "worth" 77% of :30's and some people used that factor in some analyses.

 


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Sunday, March 27, 2011 #7840
In regards to this question yesterday...would grps stay the same or would I halve the :15? Saturday, March 26, 2011 #7839 I am working on a national cable buy and I have to split 20% of impressions into UNequivalized :15 spots from :30. How do I calculate the conversions? The Media Guru Answers(Saturday, March 26, 2011 ): If you mean split 20% of the impressions you would have had if you had bought all :30s, then Assuming all spots deliver equal impressions look at the number of spots you would have bought deduct 20% of the spots and buy double that number of :15s

 

The Media Guru Answers(Sunday, March 27, 2011 ):
The context of your query was explicitly UNequivlized. In this context, :15's and :30's have the same GRP. Thus the :30's you have spilt would then turn into doubled GRP.

 


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Saturday, March 26, 2011 #7839
I am working on a national cable buy and I have to split 20% of impressions into UNequivalized :15 spots from :30. How do I calculate the conversions?

 

The Media Guru Answers(Saturday, March 26, 2011 ):
If you mean split 20% of the impressions you would have had if you had bought all :30s, then
  • Assuming all spots deliver equal impressions
  • look at the number of spots you would have bought
  • deduct 20% of the spots and
  • buy double that number of :15s

 


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Thursday, March 24, 2011 #7838
Also, what is the benchmark for the ctr for post (banner) ads and for video pre-roll :15 ads? i am getting conflicting reports on this and need your expertise - thanks guru

 

The Media Guru Answers(Friday, March 25, 2011 ):
For the Guru, the publicly available 'Benchmark'reports from DoubleClick have always been the authoritative resource. While you might ask any video ad vendor you're considering for reports on their results, and expect some variation in their metrics, the fact that DoubleClick puts an exhaustive annual report out there is reassuring.

Overall CTR is in the neighborhood of 0.10%, and video ads generally do a bit better, but do visit the latest Ad Benchmark report at the link above.

 


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Thursday, March 24, 2011 #7837
should you add video pre-roll impressions with poster (banner) ad impressions for a total. Then divide the total clicks into that? it seems to me that would be mixing oranges and apples - please explain - thanks

 

The Media Guru Answers(Friday, March 25, 2011 ):
Do you want a total CTR for a campaign or do you want CTRs for the various ad units used?

No reason not to look at both.

But divide clicks BY impressions, not the other way around.

 


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Wednesday, March 09, 2011 #7836
Dear Guru, Can you please explain the differences between Quantcast and comScore/Nielsen data? How do they compare in terms of number of websites measured and reliabilty of data? Am I correct that only tools from comScore and Nielsen will provide a reach and frequency report for an internet plan including multiple websites? Thank you!

 

The Media Guru Answers(Wednesday, March 09, 2011 ):
Visit the methodology sections of the respective sites: Quantcast | 'How We Do It', comScore | Methodology and Nielsen Online Measurement

 


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Wednesday, March 09, 2011 #7835
Dear Guru, I am planning a schedule with print and internet in California only. My target is California residents age 18 and older. I am using MRI data for a print reach to a target of A18+ who live in California. I am using comScore Plan Metrix R&F data for a target of adults 18+ (national online audience). My questions are: #1 Can I combine these reaches using random duplication and caveat that we are making the reasonable assumption that the state only reach of teh properties we are buying match the national reach. #2 Can I combine these using Telmar's Quick Mix program? If so, would I use the MRI population since it matches our target audience of A18+ in CA? #3 When combining an internet number based on total population online with a print number based on ALL adults, do I need to weight the online number at all? Thank you for your help!

 

The Media Guru Answers(Wednesday, March 09, 2011 ):
You first must decide whether you need to report reach on a total population or internet user basis. Total is more sensible.

You will convert your internet reach to a total population basis before you combine with print. Random combination is appropriate.

But you should consider whether reach in California is actually comparable to U.S. you should be able to find differences in internet and specific site penetration for California.

 


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Tuesday, March 01, 2011 #7834
Hi, I would like to find out the value of GRP on our TV channel compared to other TV channels? Concretely, how much more expensive should it be compared to GRPs' of other TV channels. Thank you.

 

The Media Guru Answers(Wednesday, March 02, 2011 ):
There are many variables considered in such pricing models. The most common is simple rating size.

 


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Friday, February 25, 2011 #7833
How do i calculate reach, if I only have the GRPs and total target population?

 

The Media Guru Answers(Wednesday, March 02, 2011 ):
Reach is complex calculation. It considers dupication between each advertising occasion on the same vehicle and between occasions on different vehicles.

Realistically, you need software designed for this purpose, or tables prepared from the results of such software comparing GRP to reach results and considering key variables. See 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

Or tables prepared from the results of such software comparing GRP to reach results and considering key variables.

Very crudely, you could estimate by combining the ratings of all your spots, according to Random probabilty. Click here to see past Guru resposes about this.. This would be an overstimate

 


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Monday, February 14, 2011 #7832
Adding all time slots ratings% of a day is equal to GRP’s of a complete day for a TV channel? Example: 20:00 20:30 rating% has 0.728 & 20:00-21:00 rating% has 0.708 In this case GRP would be 1.456 Is this the right way to calculate GRP’s for TV channels?

 

The Media Guru Answers(Monday, February 14, 2011 ):
TV channels do not have GRP; schedules have GRP

One could look at the available Inventory of a channel in the way you suggest. First you must define the spot length, say :30. Then you may multiply each :30 available for sale by the rating of its time slot, and add this up to get the GRP inventory.

Again, the phrasing of the question indicates you are not in the U.S., so the Guru is not totally assured that the systems he is most used to apply in your case.

 


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Friday, February 11, 2011 #7831
I am working for TV brodcaster which has group of channels operating in diffeent genres, I like to ask you couple of question related to TV Rating and TV Reach: 1st: Which are the appropriate function to use when channel has niche market segment?. 2nd: How to interpret avergae TV ratings for a day, it gets very low becuase it is averaged for all time slots during a day.

 

The Media Guru Answers(Sunday, February 13, 2011 ):
Your questions are not phrased in a way that allows sensible answers.
    Your reference to "function" does not have a meaning in the context, please explain what you are looking for as simply as possible.
  • channels in different genres" is also confusing in the context of broadcast.
  • If you are using a standard rating source like Nielsen, you should have narrow time period and program ratings, not just tot;a day.
Perhaps you are not operating in the U.S. so that the relevant assumptions do not apply.

 


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Thursday, January 27, 2011 #7830
Very roughly, what is the % difference in CPP between cable and broadcast spot during primetime? Is the answer different in large DMAs vs. medium and small DMAs?

 

The Media Guru Answers(Sunday, February 13, 2011 ):
There are many variables, such as the size of your buy within the DMA and the size of list of DMAs. Primetime itself is defined differently for broadcast and cable.

Cable should be priced well below broadcast, in general. You need to actually contact the interconnects or SpotCable

 


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Tuesday, January 25, 2011 #7829
Hi Guru! Where can I find news regarding new trends used for marketing and/or advertising research?

 

The Media Guru Answers(Wednesday, January 26, 2011 ):
There are several useful e-newsletters from MediaWeek and MediaPost.

 


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Wednesday, January 19, 2011 #7828
Hi Guru, Looking for information on advertising on apps. Could you direct me to a good sight? I'm doing a presentation on Monday. Thanks.

 

The Media Guru Answers(Wednesday, January 19, 2011 ):
Visit iAd at Apple.com and also review an interesting report the Guru has found on in-app advertising at Skyhook, which enumerates several business models and vendors, along with useful analyses.

 


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Thursday, January 13, 2011 #7827
I am comparing quotes for ad hoc national competitive spend reports for the academic medicine/healthcare category. The quotes are similar, are there any benefits/negatives you can share regarding these sources: VMS, Kantar Media, Competitrack.

 

The Media Guru Answers(Thursday, January 13, 2011 ):
Kantar is the big gun with all the history, although all are well established. But you should ask all vendors exactly which media vehicles they track. There will be some differences. Is there a big difference for some vendors? How do these differences look in comparison to the list of vehicles you would expect to be used by the key competitors you need to examine.

 


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Wednesday, January 12, 2011 #7826
Hi Guru. I am wondering how (or if) you can calculate average frequency without using GRPs. I am evaluating a range of marketing strategies some of which i don't think the client would have GRPs for (eg Posters, billboards). So if i can calculate the total number of gross impressions including duplications (which for posters and billboards im still struggling with but i guess thats another question) and the total audience how do i then sort out which impressions are new audience and which are duplications? Is it even possible to get Reach and average frequency from this amount of data?

 

The Media Guru Answers(Thursday, January 13, 2011 ):
If you have gross impressions, you have GRPs.

Gross impressions ÷ population = GRP.

Reach is gross less duplication. And of course, GRP ÷ reach = average freqquency.

There are various formulae, rules of thumb and software for calculating reach from GRP.

Ask your vendor for their formulae or rules of thumb.

Our own eTelmar has an out-of-home R&F model.

 


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Wednesday, January 12, 2011 #7825
Dear Guru: I am interested in buying ad spots on cable tv. What I need is a list of cable providers for each DMA. Can you help?

 

The Media Guru Answers(Wednesday, January 12, 2011 ):
Contact SpotCable or contact the major operators, listed at

 


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Tuesday, January 11, 2011 #7824
I have been stuck at home for 3 days due to an snow and ice storm. I need to get my client the total reach and frequency for a cable network buy. I have the R&F for my cable network buy (one specific network) and I need to combine it with another cable network buy with mutible networks. I have the R&F for each buy. Is there a way to give them at least a close guestimate?

 

The Media Guru Answers(Wednesday, January 12, 2011 ):
Click here to see past Guru responses regarding combining reaches

Review those that discuss "random combination." The method will overstate the combination of two cable schedules by perhaps 2 - 5%.

 


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Saturday, January 08, 2011 #7823
Dear Media Guru, I am hoping you can help. We are currently included in an adpool in the Philadelphia DMA however our store is physcially located in the heart of the Reading MSA. We are looking for any data that can show us if we are getting a fair amount of exposure in Reading pa if our adpool is are on Network stations such as Fox, nbc, as well as phl, comcast cable. We feel seen we are so far on the outreach from the heart of philly alot of our viewer tend to watch affliates that boarder our dma but can not find any data to show this effect either way. I have been told about a special tri county report from neilsen but no one from our adpool knows what that is or how to get it. Any help or direction is greatly appreciated.

 

The Media Guru Answers(Saturday, January 08, 2011 ):
You would be helped by the Nielsen County Coverage reports.

 


Additional GURU questions and answers are available in the Guru Archives

 


 

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