MEDIA

Media Planning The Official Definition

It is basically the process involved in answering a clients question : What are the best means of reaching out and communicating to the prospective customers of my brand ?

TV Plan
Channel Prog X A B C D E F G Day/Time Mon/2100 Tue/2100 Wed/2100 Thu/2100 Fri/2100 Sat/2100 Sun/2100 Dur 30 30 30 30 30 30 30 Rate 100 200 300 400 500 600 700 Spots 4 4 4 4 4 4 4 28 Cost 400 800 1200 1600 2000 2400 2800 11200

Plan Total

Print Plan
Publ. Lang Freq Circl. Edition Size Col/BW Ins Rate Cost

A B C X Y Z

Eng Hin Eng Ben Tam Tel

Dly Dly Dly Mnly Fnly Wkly

50 60 40 100 20 10

All All All Cal Mad Hyd

100 cc 100 cc 100 cc FP FP DS

BW BW BW Col Col Col

4 4 4 1 2 4 19

100 150 200 250 300 200

400 600 800 250 600 800 3450

Plan Total

Evolution of Media Function : The front end

Insignificant part of a full service agency : Significant part of a full service agency Critical part of a full service agency : Beginning of media unbundling : (CMB/AOR) Unbundling of agency : Media Service = Independent Business : : Till TV (TRP) Till Zee TV Since Zee TV Since recession

Since Carat TODAY

Media specialists in Europe From:3% in 1980 To:67% in 1997

Some Basic Concepts

Reach
The total number of different people who have been exposed to the campaign

Frequency
The no. of times the audience gets exposed to the campaign

Average Frequency/OTS
The average number of times the target audience was exposed to the campaign

Media weight
The product of reach and frequency is known as GRPs. GRP is a measure of the media weight delivered by a media plan

Media Research

Socio-Economic Classification - Urban

A demographic indicator designed by the Market Research Society of India to reflect purchase behaviour. It is based on 2 parameters - Education and Occupation of the Chief Wage Earner of the Household. The SEC of the HH determines the SEC of the family members. SEC A1+ is one category which also has an income

Broad SEC Classification - Urban

SEC A1 By Education Grad & Post Grads (General & Professional) Grad & Post Grads (Professional) SSC+ < Grad By Occupation B/I/SEP/Officer &Execs (Sr & Mdl) Shop ownrs, Sup Level, Ofiicers & Execs (Jr Lvl) Skld wrkrs, Petty Trdrs, Clerk,Salesmen Skld wrkrs, Petty Clerk,Salesmen

A2 B1B2

C Schooling 5-9 yrs Trdrs,

D E

Schooling upto 4 yrs Illiterate

Skld/Unskld, Petty Trdrs, Clerks,Salesmen Skld/Unskld, Petty Trdrs,

Socio-Economic Classification - Rural

A demographic indicator designed by the Market Research Users Council (yet to be ratified by the Market Research Society of India). It is based on 2 parameters - Education of the Chief Wage Earner of the Household and the Type of House The SEC of the HH determines the SEC of the family members.

Broad SEC Classification Grid - Rural

SEC R1 By Education Some College but not Grad., Grads & Post Grads SSC/HSC No formal school, Schooling upto 9th Std Illiterate By Type of House Pucca

R2 R3

Semi Pucca Semi Pucca

R4

Kuchha

Databases Used by Planners Print

Readership & Circulation

NRS - National Readership Survey IRS - Indian Readership Survey Product profiles - Data on product and brand usage ABC - Circulation figures

Some Definitions
Urban & Rural Classification According to the Census of India 1991, the following criteria were adopted for treating a place as urban : 1. All statutory towns, i.e., all places with a municipality, corporation, cantonment board or notified town area committee, etc. 2. All other places which satisfied the following criteria : - A minimum population of 5000 - At least 75% of the male working population engaged in non-agricultural pursuits, and - A density of population of at least 400 per sq km Contd..

Some Definitions
Urban & Rural Classification 3. Apart from these, the outgrowths of cities and towns have also been treated as urban.

All areas not identified as Urban, are classified as Rural

Some Definitions
Household sharing same kitchen CWE A person living alone or a group of persons staying together & food from the

The member of the family who makes highest contribution to the HH income The sum of income of all members of the family The female or the male member of the HH who is chiefly responsible for HH decides what should be HH, for products

MHI

Housewife

tasks and purchased for the such as soaps/ toothpastes, etc.

Some Definitions
Literate A person who can with understanding do both - read & write in any one language. It is however not necessary that he should have received formal education in a

school. Avg issue readership read The estimated no. of people who have any issue of the publication within a specified time interval which is equal to periodicity of the publication. Eg.A person would be counted in the average issue readership of outlook if he/she has read outlook in the last one week

Some Definitions
Claimed Readership : No. of people who claim to have read a publication with a frequency greater than zero

The National Readership Survey

Conducted by National Readership Studies Council Advertising Agencies Association of India Audit Bureau of Circulations Indian Newspaper Society

NRS has been strictly an Urban survey 6 NRS studies have been conducted till date. From 1995, it was decided to make it a once in 2 years survey From 1997 plans are to make NRS a 6-monthly survey and would also cover rural areas like the IRS.

Television

Television Reach

NRS V Total HHs TV HHs TV Penetration C & S HHs C & S Penetration 449 L 270 L 60% 93 L 34%

NRS VI 486 L 336 L 69% 150 L 45%

Television HHs - Changing Scenario

Growth over NRS V Total HHs TV HHs C&S HHs Col TV HHs Remote HHs 8% 24% 62 % 43% 105% Change in Absolute Nos. 38 L 66 L 57 L 33 L 35 L

Over 50% of the new TV HHs added over NRS V have colour TV sets and remote controls

C&S Penetration
NRS V 48% 39% 33% 29% 21% 34% NRS VI 61% 51% 42% 38% 31% 45%

SEC

A B C D E

Total

C&S Penetration has grown across the board

C&S Penetration

NRS V Pop strata 25 L 10-25 L 5 - 10 L 1-5L <1L 31% 38% 34% 31% 40%

NRS VI 47% 41% 40% 42% 47%

Maximum growth in 25 L+ towns

C&S Penetration
Zone West South East North (Less UP/Raj) UP/Raj Total 52% 60% 31% 38% 27%

South & West are very clearly Satellite markets

C&S Penetration
SEC ABC HHs C&S Penetration High (50% States Maharashtra, Gujarat, MP, TN, AP, Karnataka Orissa, Haryana, Punjab, Chandigarh, HP, Delhi North East, Bihar, West Bengal, Rajasthan, UP, Kerala

+)

Medium (45-50%) Low (30 - 40%)

Colour TV, B/W TV, Multiple TV sets...

NRS V TV HHs Multiple TV HHs Colour TV HHs B/W TV HHs Remote Control HHs 270 L 3% 29% 71% 12.5%

NRS VI 336 L 4% 33% 67% 21%

Remote Controls
% of TV HHs with RC NRS V NRS VI 32% 16% 8% 5% 2% 13% 46% 28% 17% 10% 5% 21%

SEC A B C D E Total

67% of all remotes are in AB HHs

Print

Print Reach

60 50 40 % Reach 30 20 10 0 25 L+ 10-25 5-10 L 1-5 L < 1 L L Townclass D ailies Magazines Any

Print Reach
90 80 70 60 50 % Reach 40 30 20 10 0 A B C SEC D E Dailies Magazines Any

General Interest Magazines - English

All India Index 100 45 8 100 21 16 16 9 Top 8 Metros Index 100 54 13 100 26 19 19 22

Adult Popln Exposed to Press Expsd to Eng Mags India Today The Week Sunday Frontline Outlook

India Today still the undisputed leader

Womens Magazines - English

All India Index 100 45 8 100 80 22 18 13 Top 8 Metros Index 100 54 13 100 81 30 23 22 Women Index 100 32 5 100 94 23 14 9

Adult Popln Exposed to Press Expsd to Eng Mags Femina Womans Era Savvy Society Cosmopolitan

Femina & Womens Era are way ahead of the others

Womens Magazines - Hindi

All India Index 100 45 8 100 56 39 38 33 Top 8 Metros Index 100 54 13 100 50 38 28 22 Women Index 100 32 5 100 45 36 39 33

Adult Popln Exposed to Press Expsd to Eng Mags Grihashobha Sarita Grihalakshmi Meri Saheli Manorama

Grihashobha continues to lead

Film Magazines - English

All India Index 100 45 8 100 98 30 22 26 32 Top 8 Metros Index 100 54 13 100 113

Adult Popln Exposed to Press Expsd to Eng Mags Stardust Filmfare Cine Blitz Movie

The battle is between Stardust and Filmfare

Business Magazines
All India Index 100 45 8 100 85 48 Top 8 Metros OEB Index Index 100 100 54 13 100 87 49 34 100 77 48

Adult Popln Exposed to Press 89 Expsd to Eng Mags Business India Business Today Business World

Radio

Radio Reach
NRS V SEC A B C D E Total 47% 46% 45% 41% 34% 42% NRS VI 35% 33% 31% 29% 24% 29%

A dramatic fall for Radio

Radio Reach
NRS V Top 8 metros 10 - 25 L 5 - 10 L 1-5L <1L Total 44% 42% 40% 40% 40% 42% NRS VI 35% 29% 28% 27% 26% 29%

Radio reach has dropped across all town classes

Cinema

Cinema Reach
Townclass 25 L + 10 - 25 L 5 - 10 L 1-5L <1L Total NRS V 61% 66% 68% 66% 58% 62% NRS VI 52% 55% 52% 54% 46% 51%

Contrary to popular belief Cinema Going is still on the decline

Cinema Reach
NRS V SEC A B C D E Total 69% 67% 64% 62% 56% 62% NRS VI 61% 57% 52% 49% 43% 51%

Cinema Reach has declined across SEC categories

INTAM - Current Status

Reporting 21 centres - Bombay - Jalandhar - Delhi - Nasik+Solapur+Aurangabad - Calcutta - Vishakhapatnam - Madras - Vijaywada - Bangalore - Hyderabad - Ahmedabad - Lucknow + Kanpur - Pune + Nagpur - Madurai + Coimbatore - Bhopal + Indore

Peoplemeter Types
Tuner Substitution These meters work by substituting the tuner inside the TV set with their own tuner. Thus these meters have a direct control over what is happening on the TV set Tuner Monitoring Monitoring meters work by placing a small antenna-like probe near the tuner inside the TV set to detect the channel being viewed. Picture Matching Meters that capture the picture on the TV set which is later matched with the pictures collected at the master control station.

Calculation of TRP - The Diary Method

Suppose there are 150 Diary HHs in Kanpur 30 people indicate in the diary that they watched Boogie Woogie Therefore the TRP for Boogie Woogie : (30/150 )x100 = 20

100 people indicate that they watched the Sunday Hindi Film Therefore the TRP for Hindi Film : (100/150)x100 = 66.6

Calculation of TRP - The Peoplemeter Method

Universe: 10 people (A,B,C,D,E,F,G,H,I,J) Programme : Kasauti Zindagi Ki telecast at 8.30 - 9.00 pm Duration : 30 minutes Viewership of KZK Viewer Start Time End Time Minutes Watched A 8:30 8:40 10 B DNW C DNW D 8:46 8:50 4 E DNW F 8:30 8:35 5 G DNW H DNW I DNW J 8:33 8:58 25

Calculation of TRP - The Peoplemeter Method

TRP of KZK : 10 + 30 30 10 4 + 30 5 + 30 x 100 = 15 25

The corresponding TRP under Diary Method : (4/10)x100 = 40

Data on Competitive Media Activity

Print and TV
Print ORG Press Audit ABC Television Time Monitoring Services Super services Current Opinions and Future Trends ORG TV Audit

TV - Advertising Monitoring
Coverage All TV advertising across categories Information Time of telecast of ad Spot duration Estimate of spend Reporting Category/Brand/Channel Periodicity Weekly Utility Keeping track of competition

Print - Advertising Monitoring

Coverage Across product categories Information Date of insertion Colour/BW ad Size/position of ad Estimate of spend Reporting Category/Brand/Publication/Statewise Periodicity Monthly Utility Keeping track of competition

The Planning Process

Various Steps in Media Planning

Studying the Target Audience and its Media preferences Review of our previous years performance Competitive Analysis Identifying Media Tasks/Setting Objectives Framing a Media Strategy Channel Selection Progs/Dlys/Mags Selection Developing the Final Plan Plan Evaluation Post Campaign Review
These do not necessarily happen sequentially - there are overlaps between these steps

Identifying Media Tasks/Setting Objectives

Given the marketing objectives, one needs to identify Media Tasks and set objectives accordingly The Media Objectives should be more a reflection of the Marketing Objectives The marketing objectives provide direction for the planner in selecting Media. Media objectives should give further leads based on this.

Examples of Marketing Objectives and Media Objectives

Marketing Objective To increase share with special effort directed only to the existing customer base

Examples of Marketing Objectives and Media Objectives

Marketing Objective To increase share with special effort directed only to the existing customer base Media Objective Focus on the Core Target segment in the existing markets and increase frequency of exposure to our advertising

Examples of Marketing Objectives and Media Objectives

Marketing Objective To regain lost volume - target 14% market share

Examples of Marketing Objectives and Media Objectives

Marketing Objective To regain lost volume - target 14% market share Media Objective Special focus on markets where market share has dropped and step up activity levels. Maintain a consistent level of activity the other markets to maintain market share

Examples of Marketing Objectives and Media Objectives

Marketing Objective To acquire 20% market share in year 1 after national launch, 25% in the next year and 30% in the 3rd year

Examples of Marketing Objectives and Media Objectives

Marketing Objective To acquire 20% market share in year 1 after national launch, 25% in the next year and 30% in the 3rd year Media Objective Focus on markets where there is a higher return in value for every rupee spent. Focus on growth markets and capture market share

Framing a Media Strategy

Media Strategy is all about concrete steps taken to achieve Media Objectives This would include steps like setting quantifiable media targets, finalising Media Mix, taking decisions on scheduling, market prioritization, identifying role for each element in the Media Mix, etc.

Market Prioritization - The Need

All markets might not be of equal importance The client might want to focus on some markets for strategic reasons Budget constraints - therefore cover markets with the available money on a priority basis

Factors Considered in Market Prioritization

Dispersion of Brand Sales Competitive Activity Dispersion of Target Audience Growth rates in various markets Category Sales Dispersion Sales Targets