Media Knowledge Training

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 Content
A. Key media indicators
1. Data survey
2. What is media/Target Audience/Vehicle
3. GRP/Rating/Readership
4. Reach
5. Frequency
6. CPRP/CPM
B. Media plan & buying process
C. Buying challenges
D. Regulations & New media

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Data survey

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 Television Audience Data
Collection
By program, time slot & demographic, using TV Diary
Suppliers (research company)

Taylor Nelson Sofres

Data Delivery

Weekly (TV), early of next month (Print & Radio)

Markets

Weekly, HCMC, Hanoi, Danang, Cantho

2 x sweeps, Nha Trang, Hai Phong
Limitations

Speed of delivery
Sample sizes in some monitored markets are too small to
allow detailed demographic analysis
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What is media?

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 Universe

The reference population of a survey

In advertising this is the term applied to the target audience

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 Target Audience
A sub-population that an advertising campaign or a TV program is
aimed at
For example:
Female
Aged 30-45
Economic class ABC

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 Media - Vehicle
Media Vehicle

Specific constituent of the medium.

Programme in case of TV; Newspaper or Magazine in case of Press

Medium : Vehicle: Channel/program

Medium : Vehicle :Title/section

Medium : Vehicle : Poster/billboard

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 Media Terminology - TV

1. Rating 5. Effective Frequency

2. GRPs 6. Effective Reach
3. Reach 7. CPRP/CPM
4. Ave.Freq. (OTS)

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 Rating

TV rating is the percentage of target audience that have seen the

commercial / program during the specific timeslot
Example in HCM market:
Out of 100 target audience, 30 persons have been watching
the program Chung Suc on Tuesday evening at 20:00 on
HTV7
Rating is 30%

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Television Rating (TVR) - Ratings trend
"Truc Xanh" game show on Wednesday

40

35

30

25
TVR

20

15

10

0
6:00

6:45

7:30

8:15

9:00

9:45

10:30

11:15

12:00

12:45

13:30

14:15

15:00

15:45

16:30

17:15

18:00

18:45

19:30

20:15

21:00

21:45

22:30

23:15

0:00
CHANNELS
VTV1 VTV2 VTV3 HTV 7 HTV 9 BDuong 1 BDuong 2
Vung tau Long An Dong Nai1 Dong Nai2 Tay Ninh

Target audience F 18-35 ABC Source TNS Mar-06 11

 Gross Rating Points (GRPs)
Standard television buying unit, used to measure audiences
opportunity to see a TV programme or commercial

GRP (Gross Rating Point) is the sum of all of the television rating
points
e.g. for a whole campaign or a single weeks activities
Example:

50
50

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 GRP, Reach & Frequency

Formula:

GRP = Reach x Frequency

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 Reach
Definition : % of total target audience who have
seen the ad at least once
1+ reach is the % of people reached 1 or
more times
Or: Audience/ target audience
Example : Audience = 1,992,150
target audience = 4,427,000
Reach 1+ = 45%

Also known as COVERAGE

GRP
Reach =
Frequency
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 Reach
Reach
Week 1:
3 HH

Week 1 Reach - 3 of 5 homes = 60%

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 Reach
Reach
Reach = GRPs - Duplication

Week 1: Week 2:
3 HH 2 HH

Week 1: Reach 3 of 5 homes = 60%

Week 2: Reach 2 of 5 homes = 40%
Week 1 + 2: Reach 1+: 80% and Reach 2+: 20%

Ave.Freq. = 100/80 = 1.25 times 16

 Reach and OTS

Gross Reach, Net Reach, OTS

Tuoi Tre newspaper TTGD magazine

50,000 20,000 20,000

Gross Reach in numbers 40,000+70,000 = 110,000

Net Reach = 40,000 + 70,000 - 20,000 = 90,000 (20,000 being duplication)
Ave. Freq/OTS = 110,000 / 90,000 = 1.22

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 Average Frequency (OTS)

OTS : Opportunities To See

Average Frequency or (OTS) is a Measure of Repetition. It

indicates the number of times target audience have seen a
commercial. Some will have seen it only once, some others
twice, some others thrice, etc

GRP = Reach x Frequency

GRP
Frequency =
Reach
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Reach & Frequency Measurement
Each level of GRPs indicates Reach and Frequency achievement.

Reach %
90

78 79
80 76 77
73 75
69
70 65 Calculation
GRPs = Reach x Frequency
60 56
500 = 73 x F
50 41
F = 6.8 times
40

30 GRP's
100 200 300 400 500 600 700 800 900 1000

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 Effective Frequency

The number of times our target audience needs to see

an ad for it to be effective.

For example an Effective

Frequency of 3+: our target must see at least
3 times of our ads in a given time period - usually 4 weeks

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 Effective Frequency

Defining Effective Frequency for our brands is the most

important media planning decision we can make.

Too low an Effective Frequency consumers will not understand

or remember our advertising - we could investing our budget
with little effect.

Too high and we could be wasting money with little additional

benefit.

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Effective Frequency

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 Effective Frequency

Brands with different marketing conditions need

different levels of Effective Frequencies :

A new product launch ................?

A well established brand ...........?
A brand in a very competitive situation.........?
The introduction of a new variant..........?
Launch of a new commercial........?

HIGH / MEDIUM / LOW

INNOVATION / MAINTENANCE

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 Cost per Rating Point (CPRP)

Cost Per Rating Point (CPRP) is the cost to reach one percent of target
audience:

CPRP = 30sec Cost / GRPs

CPRP is always based on 30-sec TVC cost:

15sec cost x 2
30sec cost
60sec cost/2

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 Readership

Reach of a particular press vehicle

% of target audience who read any particular press vehicle

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 Cost Per Thousands (CPM)

Cost Per Thousand (CPM) is the cost of reaching one thousand #1

members of the target audience:
CPM = Cost/ Audience * 1000

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 Example: CPM

Programme Audience 30 sec. cost CPM

VND VND

Program A 1,280,000 14,000,000 10,938

Program B 991,000 9,000,000 9,081

Program C 3,000,000 21,000,000 7,000

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 SOV

SOV : Share of Voice

GRPs for a particular brand expressed as a percentage of the GRP

for the defined category

Example : GRPs for Coca cola in April = 1,000

GRPs for the Category in April = 4,000

Hence SOV for Coca Cola = 1,000 / 4,000 = 25%

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 SOS

SOS : Share of Spends

Spends for a particular brand expressed as a percentage of the Spends

for the defined category

Example : Spends for Coca Cola in April = $ 3 M

Spends for the Category in April = $10 M
Hence SOS for Coca Cola = 3 / 10 =30 %

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Media Planning process

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 Implementation steps

1 2 3 4

Media brief Media proposal Censorship Detailed plan

5 6 7

Booking Monitoring Post analysis

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1.Media brief
Objective

Market

Target

Budget

Period

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 2: Media proposal
9 Media market overview:
Media viewing habit
Competitors activities analysis: Spending, GRP by market.
Sales vs media expense

9 Media plan:
Objective & strategy (area, media & channel selection)
Estimate Reach, frequency, GRP & CPRP.
Budget allocation by medium
Budget & spot allocation by vehicle by period

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3. Censorship
Procedure

Creative concepts/
1
ideas

Censor with
2
Government

Censor with
3
Media owners

4 Final production

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4.Detail media plan

Buying tactics

Time slot booking

Program selection

Frequency

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5.Booking

9 Convert detail plan into TV stations format

9 Get confirmation from media owners

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6.Monitoring

9 Monitoring airing schedule

9 Monitoring competitors activities & adjust the plan if any.

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7.Post-analysis

Media market updated, competitors spending

Compare buying effectiveness with competitors: GRP, CPRP

reach.

Comparison between Plan vs Actual: GRP, CPRP, reach, OTS.

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Buying Challenges

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Buying Challenges
The TV market is extremely volatile!
Ratings fluctuate
Rates can change
Stations programs constantly change
Airtime can change (5 minute early or late)
Spots may not appear as booked (or not at all!)
Advertising clutter - 2, 3 ads come together

A good buyer constantly keeps watch on many variables to ensure

Optimum value is delivered
Campaign R& F, GRPs, PIB, CPM goals are met within the
budget
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Problems for Late Buying
Miss out on top programming / sponsorships

No chance of premium position in break

Rushed implementation, buyers have no time to optimise value

Stations rushed to process booking mistakes more likely to

occur
Late censorship issues

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Cancellation conditions
As regulation of all media owners: cancellation must be done 7
days before the 1st airing day
However:
HTV station: punishment fee of 5% on total booking value for
any cancellation or revision.
Print: especially for monthly and weekly publications:
cancellation must be carried out 10-15 days before the 1st
issuing day.

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Deadline

TV 7 working days in advance

Newspapers 10 working days in advance

10 working days in advance (Weekly)

Magazine
20 working days in advance (Monthly)

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Rules & Regulations

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 Rules & Regulations
Healthcare categories (cosmetic, pharmaceutical) to be allowed by Ministry of
healthcare and service of healthcare
All ads must fit the Vietnam culture, and censored by media owners
No ads can represent to show national money, Flag, Leader image and National
song, Map.
1. Television:
Do not allow sensitive product such as Condoms Sanitary napkin ads from 6 -
8 PM everyday
Air time for ads do not exceed 5 min per break
2. Press:
Do not allow exceed 10% ads of total page
3. OOH:
Hochiminh market
Do not allow ads on top roof
HANOI market
Do not allow for BB over 20m2 in old street and under 40m2 in central
DA NANG market
Do not allow for BB over 100m2
CAN THO & HAIPHONG market
Do not allow for BB in some streets in central areas

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New media opportunities

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 New media opportunities
Ads out side on bus in Hanoi
market
Ads on train HCMC Phanthiet -
Saigon
Internet on Yahoo & Hotmail
Vietnam
SMS
Moving LED
New creative on Print & TV

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Thanks for your time!

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