AMIC's Media Guru

Ask the Media Guru

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

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

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

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You may search the "Guru Archives." to see if the Guru has recently answered a question similar to your own.

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Thursday, December 01, 2016 #9150
Can you add gross impressions from multiple mediums from multiple markets to get one grand total for impressions? (i.e. 5,000 radio impressions from L.A. and 5,000 radio impressions from Atlanta and 10,000 TV impressions from Cleveland. Can I add all the impressions up so that the grand total impression is 20,0000?

 

The Media Guru Answers(Thursday, December 01, 2016 ):
Yes, this is entirely proper. Judgements about the relative value of the impression of different media are a completely separate issue. The different markets issue makes no difference at all.

 


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Friday, November 25, 2016 #9149
how can I find out the pricing level/rate of placing banner ads in an office in New York and Los Angeles. Specifically, placing banner ads of an airline in a visa application center.

 

The Media Guru Answers(Sunday, November 27, 2016 ):
The query puzzles the Guru.

It appears to assume that there are public web terminals located in visa issuing offices. And it assumes that these terminals will carry ads.

This question goes beyond media issues; as far as the Guru is aware, visas are only issued by governments. Visa applications may be made on the relevant government's websites. Possibly embassies and consulates have walk-in service but that goes beyond the Guru's scope.

The Guru does not believe there are advertising opportunities of the type you seek.

 


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Thursday, November 17, 2016 #9148
How do I use GRP's to make decisions for my media plan ?

 

The Media Guru Answers(Thursday, November 17, 2016 ):
If your goals include "efficiency" then achieving the lowest cost per GRP (CPP) is one decision point.

If your goals are in terms of Reach, then you need to examine various media mixes of GRPs to see where the best reach results are achieved.

 


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Monday, October 24, 2016 #9147
What is the value of an Owned Media Facebook video view?

 

The Media Guru Answers(Wednesday, October 26, 2016 ):
As of 10/ 24/16, According to Marketingland.com, it's much less than comparables

YouTube: The Google-owned video network counts a view after a user has watched a video for “around” 30 seconds.
•Facebook: Facebook videos automatically play without audio on users’ News Feeds. Views, which are displayed publicly, are triggered when someone watches for at least 3 seconds.
•Instagram: Facebook’s photo and video sharing network doesn’t display video view counts publicly, but the company uses the same 3-second standard to count them. Instagram video also loops automatically while a video post remains on users’ screens, so instead of total total video views, the stat Instagram sends to advertisers is views by “unique users.”
•Twitter: Unlike Facebook and YouTube, Twitter doesn’t currently serve autoplay video (although it is testing the feature for some iOS users), so a view is counted when a user clicks on a video within a tweet. Video view counts are not publicly displayed. Advertisers can view stats within the Twitter ad platform, or for organic tweets from within the analytics dashboard. [Update: A month after this post was originally published, Twitter rolled out autoplay on the desktop and iOS platforms and adjusted its view-count standards. It now counts a view after three seconds, with the wrinkle that the video needs to be 100% in view on a user’s device for at least three seconds.]

 


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Friday, September 09, 2016 #9146
I have enough of a budget to buy decent schedules on two local broadcast stations, but Im considering moving a small amount to buy a specific show on another station, i.e. a daily spot on Judge Judy only. Is this a bad idea?

 

The Media Guru Answers(Tuesday, September 20, 2016 ):
If Judge Judy reaches your target and does ot make your schedule less efficient, why not? If neither is true, then why? The reach impact is not likely to be significant either way.

 


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Saturday, August 13, 2016 #9145
how to calculate average duration

 

The Media Guru Answers(Thursday, September 01, 2016 ):
Sum the durations of the discrete events and divide by the number of events.

 


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Tuesday, August 02, 2016 #9144
What is affinity

 

The Media Guru Answers(Monday, August 08, 2016 ):
Affinity in marketing refers to connection. For example, an affinity card might be a Visa credit with connection to an airline, so that credit card use earns frequent flier miles.

 


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Friday, July 15, 2016 #9143
What is the best strategy to distribute budgets among publishers ?

 

The Media Guru Answers(Tuesday, July 19, 2016 ):
The strategy depend on your objectives, of course. If you need tonnage, cpm ranking will rule. If you need targeting, factors must be overlaid to reflect this. If you have a reach goal, you might use an optimizer.

 


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Thursday, July 14, 2016 #9141
So, right now we buy local spot TV in 13 DMA's that are in advertsing co-ops. The National franchisee is increasing the number of months they are on Nationally (Cable ONLY). So, in a nutshell these DMA's will go from having 5 months of local TV and local cable to only having 2 months of local TV and local cable and 10 months of national cable. Do you think this will have an inpact locally and why?

 

The Media Guru Answers(Tuesday, July 19, 2016 ):
It sounds like your 13 markets are going from 5 months of support to 10 months of support. From the local perspective, whether what they are seeing originates nationally or locally is not particularly relevant. What you don't say is whether weight levels in these markets have decreased because spending has shifted to national. In that case the markets would likely reflect the loss of s weight.

 


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Thursday, July 14, 2016 #9140
Is there a way to convert TRPs (target rating points) to GRPs? I'm comparing two plans and it seems to be apples/oranges. Also, is one metric (TRP or GRP) a better evaluation of the media opportunity than the other?

 

The Media Guru Answers(Tuesday, July 19, 2016 ):
There are ways to make this conversion. But, the Guru assumes that when you say "GRP" you mean Household rating points. TRPs are simply target GRPs, so if someone mentions GRPs for a given target, that is exactly the same as TRP for that target. If you are getting plans from two sources, you may find that they simply differ in this terminology.

To convert HH to demographic, the process is to examine detailed audience measurements from each vehicle and see how many target impressions are delivered for each household impression. Then divide the target impressions by target universe to calculate TRP. Multiply HH GRP by HH universe to derive HH impressions. Build a ratio between HH GRP and target TRP to create a "conversion factor."

You will find that every daypart, demographic and program has a somewhat different conversion.

However, the Guru believes it is more likely from your question that you are facing the situation of two sources using different terminology.

 


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Sunday, July 10, 2016 #9139
Hello, Guru! Questions about media research: Does Advertising influence or make an impact on media, media development, especially on Internet media? Or it should be called as digital media? Could You suggest any sources, data that shows the correlation between investments in advertising and media development? Thank You in advance! Valdis

 

The Media Guru Answers(Tuesday, July 19, 2016 ):
The Guru is unclear as to what you mean by "Media Development>"

 


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Sunday, June 26, 2016 #9138
I want to work in an advertising and Public realtion field and I am very much interested in that.I also have the ability to write and have experience of working in marketing field. I am middle class guy who have the responsibility of looking after the family. Can you help me get a job with attractive salary!?

 

The Media Guru Answers(Tuesday, June 28, 2016 ):
Sorry, the Guru does not deal with job placement.

 


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Thursday, June 23, 2016 #9136
What entails a high budget marketing campaign?

 

The Media Guru Answers(Tuesday, June 28, 2016 ):
There is no simple answer. It's all about objectives and strategies, regardless of budget.

 


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Sunday, May 22, 2016 #9135
Television Stations have provided Programming Avails, Spot Cost, and the following: Rating, Share and CPP for W 18-34 and Rating, Share and CPP for W 35-49 From this information, how do I best determine the actual Reach - the universe Cost Per Thousand (CPM), or the total number of impressions I'll receive?

 

The Media Guru Answers(Tuesday, June 28, 2016 ):
Within each demographic universe:

The rating is a percentage of universe; a 5 rating means 0.05 X the Universe to get impressions. The sum of the costs of the spots divided by the sum of the impressions in thousands gives the CPM.

 


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Monday, April 11, 2016 #9134
If I was to buy 100 GRP (TV) for All People 25-54, is there a formula that will convert that to the GRP equivalent for Females 18-39? or any other audience? What I'd ultimately like to do is buy against one audience, but report on another. I hope buy doing this I can get an advantage over the media TV suppliers.

 

The Media Guru Answers(Tuesday, June 28, 2016 ):
You need an audience rating source that provides the audience of programming across a selection of demographics. Obviously, sports programming has a different relationship between its A25-54 and W18-39 audiences than does a bunch of Shonda Rhimes prime time dramas. So there is no simple formula, schedules need to be specifically evaluated.

 


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Tuesday, March 29, 2016 #9133
Is there a way to convert cable bought at cost-per-spot to estimated GRPs? The cable system does not subscribe to ratings.

 

The Media Guru Answers(Tuesday, June 28, 2016 ):
Can't be done without ratings data.

 


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Wednesday, March 16, 2016 #9132
What is the circulation rate for WGBH TV Cable?

 

The Media Guru Answers(Tuesday, June 28, 2016 ):
The term "circulation rate" is not a standard term in cable audience of a TV station. There could be a net audience or a gross audience exposed to the station via cable. Nielsen ratings would provide such information.

 


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Friday, February 26, 2016 #9131
Hi Guru, I am in the middle of planning for a large client that has a national product. We have decided to go with cable but I am trying to decide whether to purchase direct through the actual network itself, or buy through NCC to cover all of the markets. Is there any benefit to purchasing directly through the network---FoxNews for instance--instead of NCC who can cover all markets as well?

 

The Media Guru Answers(Tuesday, June 28, 2016 ):
One consideration is cost. With the network, you can buy program-specific across your schedule. You may find some holes in NCCs national coverage for some networks.

 


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Saturday, February 20, 2016 #9130
So I have a project I have to finish in next day. But I have some limited information to work from. The missing variable I need is the CPP by daypart for the Dallas DMA for A25-54. What I have is CPP by daypart for the Dallas DMA for A18+. I don't have any way to get additional SQAD data this weekend. What I need to know is if there is any way to use the A18+ CPP to approximate (ok if off 15%) the corresponding A25-54 CPP. Does anyone have a rough ratio I can apply?

 

The Media Guru Answers(Tuesday, June 28, 2016 ):
The ratio will vary according to the schedule. There is not a simple ratio that app[lies broadly.

 


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Thursday, February 18, 2016 #9129
What does the following mean and how do you get this info? GM A21+ Weekly TRP and GM 21+ Weekly Impressions

 

The Media Guru Answers(Tuesday, June 28, 2016 ):
"GM" might mean General Market. This term would be used if the user commonly considered multi-cultural audiences such as Hispanic.

"A21+" means Adults aged 21 and over.

Weekly TRP are the sum of all the ratings of the telecasts in a week.

The weekly impressions are calculated by treating the TRP as a percentage of the target population (100 TRP = 100% of the target audience). Impressions = TRP X population.

 


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Wednesday, February 03, 2016 #9128
A Taco Bell ad is telecast 80 times in a given week on programs whose commercials had an average A18-34 rating of 1.5. Some telecasts were on other cables where rating was 0.4 or less, and in some cases higher than 2.5. The ad appeared in 80 telecasts across many different programs. Calculate GRP. Schedule had a four week reach of 55%. Calculate Frequency.

 

The Media Guru Answers(Tuesday, June 28, 2016 ):
Sum all the ratings of all the telecasts to get GRP. For the sake of the frequncy discussion, lets imagine it's 120. Then if the reach is 55, the frequency is 2.2.

(120 ÷ 55)

 


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Tuesday, February 02, 2016 #9127
what was the average quarter hour rating for KMGl-FM located in oklahoma city for fall 2015

 

The Media Guru Answers(Tuesday, June 28, 2016 ):
Refer to Nielsen.

 


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Wednesday, January 20, 2016 #9126
Is there any research to indicate how many media planners are employed globally by all of the Agencies?

 

The Media Guru Answers(Tuesday, June 28, 2016 ):
The Guru has not seen any such data.

 


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Wednesday, January 13, 2016 #9125
Hello, Need to know for Kenya; how do we get audience share data on Telmar?

 

The Media Guru Answers(Tuesday, June 28, 2016 ):
You need access to a local audience ratings service. One such would be Geopoll

 


Additional GURU questions and answers are available in the Guru Archives

 


 

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