Media Marketing

Media Marketing
Contents

Target Audience & Universe TV

Ratings GRPs Coverage (Reach) Average Frequency Cost per GRP CPT Frequency Distribution Effective Reach
Quick Quiz How TV Ratings are Measured Print Media

Key terminology
Advantages & disadvantages by media
Introductory Terms
Introductory Terms
TARGET AUDIENCE Definition : The demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group.
Introductory Terms
TARGET AUDIENCE Definition : The demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group. In Practice : The Nice nEasy target audience is 16-60 year old Women. The Mama Sustagen target audience is Women aged 18-40 yrs.
Introductory Terms

TARGET AUDIENCE Definition : The demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group. In Practice : The Nice nEasy target audience is 16-60 year old Women. The Mama Sustagen target audience is Women aged 18-40 yrs. UNIVERSE Definition : The actual number of individuals within the defined target audience.
6
Introductory Terms

TARGET AUDIENCE Definition : The demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group. In Practice : The Nice nEasy target audience is 16-60 year old Women. The Mama Sustagen target audience is Women aged 18-40 yrs. UNIVERSE Definition : The actual number of individuals within the defined target audience. In Practice : The 16-60 yr Women universe is 5,000,000. (Market X) The 18-40 yrs universe is 2,750,000.
7
Television
A Rating
A Rating
Definition : The percentage of the target audience who saw the programme/commercial 1 rating point = 1% of the target audience. Audience Achieved Defined Universe (x 100) = Rating
Formula :
10
A Rating
Definition : The percentage of the target audience who saw the programme/commercial 1 rating point = 1% of the target audience. Audience Achieved Defined Universe (x 100) = Rating 18-40 yrs Women watching Friends - 1,110,000 18-40 yrs Universe - 2,750,000 Rating - 40%
Formula : In Practice :
11
A Rating
Question: If 900,000 Housewives saw our commercial during Dynasty and the universe for Housewives is 3.6m, what rating did we achieve?
12
A Rating
Question: If 900,000 Housewives saw our commercial during Dynasty and the universe for Housewives is 3.6m, what rating did we achieve?
25
13
Gross Rating Points (GRPs)
14

Definition : The sum of all ratings achieved in a campaign. (Note : GRP levels are generally measured and reported on a 4 week basis.)
15

Definition : In Practice : The sum of all ratings achieved in a campaign. (Note : GRP levels are generally measured and reported on a 4 week basis.) Our commercial appeared in the following programmes : Programme Rating Friends 32% Dynasty 21% Movie 18% Sport 24% News 15% 110% - 110 GRPs achieved (or 110% of defined universe)
16

Question:How many GRPs would be achieved by a campaign with two spots in a movie (achieving 21% rating on one occasion & 25% rating on the other), a spot in Dynasty(achieving 17 a 18% rating) & a spot in the News (achieving 16% rating)?

Question:How many GRPs would be achieved by a campaign with two spots in a movie (achieving 21% rating on one occasion & 25% rating on the other), a spot in Dynasty(achieving 18 a 18% rating) & a spot in the News (achieving 16% rating)?
80
Coverage (Reach)
19
Coverage (Reach)
Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period.
20
Coverage (Reach)
In Practice : Programme Rating Unduplicated Reach Cumulative Reach Friends 32 32 32 Dynasty 21 11 43 Movie 18 9 52 Sport 24 7 59 News 15 4 63 110 GRPs 63% 63% Reach
21
Coverage (Reach)
Question:If we did not have the News on the above schedule, how many GRPs and what Reach would this campaign achieve?
22
Coverage (Reach)
Definition :
Question:If we did not have the News on the above schedule, how many GRPs and what Reach would this campaign achieve?
23
GRPs -95 Reach -59%
The percentage of the target audience who saw the commercial at least once during a given campaign period.
Average Frequency
24
Average Frequency
Definition : Formula : The number of times, on average, the audience reached sees the commercial during a given period. Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency
25
Average Frequency
Definition : Formula : In Practice : The number of times, on average, the audience reached sees the commercial during a given period. Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency 110 GRPs 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.
26
Average Frequency
Definition : Formula : In Practice : The number of times, on average, the audience reached sees the commercial during a given period. Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency 110 GRPs 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period. ? % Reach ? GRPs ? Av Frequency ? Av Frequency ? Av Frequency
27
Question:350 GRPs and 7.0 Av Frequency = 80% Reach and 5.0 Av Frequency = 400 GRPs and 80% Reach = 300 GRPs and 55% Reach = 350 GRPs and 60% Reach =
Average Frequency
Definition : Formula : In Practice : The number of times, on average, the audience reached sees the commercial during a given period. Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency 110 GRPs 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.
50
? % Reach ? GRPs ? Av Frequency ? Av Frequency ? Av Frequency

28
Average Frequency
Definition : Formula :
In Practice :
400
The number of times, on average, the audience reached sees the commercial during a given period. Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency 110 GRPs 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period. ? % Reach 50 ? GRPs ? Av Frequency ? Av Frequency ? Av Frequency
29
Average Frequency
Definition : Formula : In Practice :
5.0
The number of times, on average, the audience reached sees the commercial during a given period. Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency 110 GRPs 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period. ? % Reach 50 ? GRPs 400 ? Av Frequency ? Av Frequency ? Av Frequency
30
Average Frequency
In Practice :
5.45
The number of times, on average, the audience reached sees the commercial during a given period. Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency 110 GRPs 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period. ? % Reach 50 ? GRPs 400 ? Av Frequency 5 ? Av Frequency ? Av Frequency
31
Average Frequency
In Practice :
5.83
? % Reach ? GRPs ? Av Frequency ? Av Frequency ? Av Frequency
The number of times, on average, the audience reached sees the commercial during a given period. Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency 110 GRPs 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period. 50 400 5 5.45
32
Cost Per GRP
33
Cost Per GRP

Definition : Formula : The cost of buying one rating point. Cost GRPs = Cost per GRP
34
Cost Per GRP

Definition : Formula : In Practice : The cost of buying one rating point. Cost GRPs = Cost per GRP $220,000 55 GRPs = $400 cost per GRP
35
Cost Per GRP

Definition : Formula : In Practice : The cost of buying one rating point. Cost GRPs = Cost per GRP $220,000 55 GRPs = $400 cost per GRP
Question: If your cost per GRP was $475 and your budget was $237,500 for the month, how many GRPs would you expect to buy?
36
Cost Per GRP

Definition : Formula : The cost of buying one rating point. Cost GRPs = Cost per GRP
In Practice :
Question: If your cost per GRP was $475 and your budget was $237,500 for the month, how many GRPs would you expect to buy?
500
$220,000 55 GRPs = $400 cost per GRP
37
Cost Per Thousand (CPT)
38

Definition : Formula : The cost of reaching 1000 individuals within the campaign target audience. Cost GRPs ( 100) x Universe x 1000 = CPT
39

Definition : Formula : The cost of reaching 1000 individuals within the campaign target audience. Cost GRPs ( 100) x Universe x 1000 = CPT $24,750 cost; 110 GRPs; 5,000,000 Universe 24,750 x 1000 = $4.50 CPT 1.1 x 5,000,000
In Practice :
40

Definition : Formula : The cost of reaching 1000 individuals within the campaign target audience. Cost x 1000 = CPT GRPs ( 100) x Universe $24,750 cost; 110 GRPs; 5,000,000 Universe 24,750 x 1000 = $4.50 CPT 1.1 x 5,000,000
In Practice :
Question: Work out the CPT given the following components : Universe 6,500,000 Campaign Cost $58,500 Eight spots on the schedule that achieved the following individual ratings : 23, 18, 24, 16, 9, 31, 17 and 12
41

In Practice :
Question: Work out the CPT given the following components : Universe 6,500,000 Campaign Cost $58,500 Eight spots on the schedule that achieved the following individual ratings : 23, 18, 24, 16, 9, 31, 17 and 12
$6.00
$24,750 cost; 110 GRPs; 5,000,000 Universe 24,750 1.1 x 5,000,000
42
The cost of reaching 1000 individuals within the campaign target audience. Cost GRPs ( 100) x Universe
Frequency Distribution
43
Definition : The coverage delivered at actual frequency levels. Not to be confused with average frequency
44
Definition : The coverage delivered at actual frequency levels. Not to be confused with average frequency
1+ 63% 2+ 55% 3+ 44% 4+ 31% 5+ 23% 6+ 15% 7+ 11% 8+ 7%
In Practice :
Frequency Reach%
Reach %
70 60 50 40 30 20 10 0 1+ 2+ 3+ 4+ 5+ 6+ Frequency Distribution 7+ 8+
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Effective Reach
46
Effective Reach
Definition : The percentage of the target audience who have seen the commercial at the defined optimum frequency levels.
47
Effective Reach
Definition : The percentage of the target audience who have seen the commercial at the defined optimum frequency levels. In Practice : The optimum frequency level to achieve brand awareness may be 2+. The effective reach in the example below is therefore 55%.
Frequency Reach%
1+ 63%
2+ 55%
3+ 44%
4+ 31%
5+ 23%
6+ 15%
7+ 11%
8+ 7%
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Quiz Summary
49
Quiz Summary
The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000. Programme Music Countdown Baywatch Movie Roseanne Dynasty L.A. Law Cheers Dallas Rating 19 14 9 13 21 7 15 18 Unduplicated Reach 19 11 3 7 8 2 5 8 63 Cumulative Reach 19 30 33 40 48 50 55 63 63%
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Quiz Summary
The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000. Programme Rating Unduplicated Reach Cumulative Reach Music Countdown 19 19 19 Baywatch 14 11 30 Movie 9 3 33 Roseanne 13 7 40 Dynasty 21 8 48 L.A. Law 7 2 50 Cheers 15 5 55 Dallas 18 8 63 63% 1) What GRPs did this campaign achieve? 63 2) What is the Average Frequency? 3) What is the cost per GRP? 4) What is the CPT? 5) If Dallas was not on the schedule, how many GRPs would the 51 campaign have achieved and what would the campaign reach have been?
Quiz Summary
The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000. Programme Rating Unduplicated Reach Cumulative Reach Music Countdown 19 19 19 Baywatch 14 11 30 Movie 9 3 33 Roseanne 13 7 40 Dynasty 21 8 48 L.A. Law 7 2 50 Cheers 15 5 55 Dallas 18 8 63 63% 1) What GRPs did this campaign achieve? 63 2) What is the Average Frequency? 3) What is the cost per GRP? 4) What is the CPT? 5) If Dallas was not on the schedule, how many GRPs would the 52 campaign have achieved and what would the campaign reach have been?
116
Quiz Summary
19+14+9+13+21+7+15+18 =116 GRPs
53
Quiz Summary
The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000. Programme Rating Unduplicated Reach Cumulative Reach Music Countdown 19 19 19 Baywatch 14 11 30 Movie 9 3 33 Roseanne 13 7 40 Dynasty 21 8 48 L.A. Law 7 2 50 Cheers 15 5 55 Dallas 18 8 63 63% 1) What GRPs did this campaign achieve? 63 116 GRPs 2) What is the Average Frequency? 3) What is the cost per GRP? 4) What is the CPT? 5) If Dallas was not on the schedule, how many GRPs would the 54 campaign have achieved and what would the campaign reach have been?
1.84
Quiz Summary
116/63 = 1.84
55
Quiz Summary
The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000. Programme Rating Unduplicated Reach Cumulative Reach Music Countdown 19 19 19 Baywatch 14 11 30 Movie 9 3 33 Roseanne 13 7 40 Dynasty 21 8 48 L.A. Law 7 2 50 Cheers 15 5 55 Dallas 18 8 63 63% 1) What GRPs did this campaign achieve? 63 116 GRPs 2) What is the Average Frequency? 1.84 3) What is the cost per GRP? 4) What is the CPT? 5) If Dallas was not on the schedule, how many GRPs would the 56 campaign have achieved and what would the campaign reach have been?
$948
Quiz Summary
$110,000/116 = $948
57
Quiz Summary
$12.16
Programme Rating Unduplicated Reach Cumulative Reach Music Countdown 19 19 19 Baywatch 14 11 30 Movie 9 3 33 Roseanne 13 7 40 Dynasty 21 8 48 L.A. Law 7 2 50 Cheers 15 5 55 Dallas 18 8 63 63% 1) What GRPs did this campaign achieve? 63 116 GRPs 2) What is the Average Frequency? 1.84 3) What is the cost per GRP? $948 4) What is the CPT? 5) If Dallas was not on the schedule, how many GRPs would the 58 campaign have achieved and what would the campaign reach have been?
The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000.
Quiz Summary
$110,000 x 1,000 (116/100) x 7,800,000
=$12.16
59
Quiz Summary
Programme Rating Unduplicated Reach Cumulative Reach Music Countdown 19 19 19 Baywatch 14 11 30 Movie 9 3 33 Roseanne 13 7 40 Dynasty 21 8 48 L.A. Law 7 2 50 Cheers 15 5 55 Dallas 18 8 63 63% 1) What GRPs did this campaign achieve? 63 116 GRPs 2) What is the Average Frequency? 1.84 3) What is the cost per GRP? $948 4) What is the CPT? $12.16 5) If Dallas was not on the schedule, how many GRPs would the 60 campaign have achieved and what would the campaign reach have been?
GRPs- 98 Reach-55%
The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000.
Quiz Summary
116 - 18 = 98 GRPs 63 - 8 = 55%

61
How a TV Rating is measured .......
62

Using Peoplemeters:-
63

Using Peoplemeters:Meter
Research Company
* Research company determines representative sample * Meters installed * Individual householder details recorded * Householder pushes button when watching. Recorded as a viewer * Data on-line to research company
64
Handset

Using the Diary Method :-
65

Using the Diary Method : Research company determines representative sample Weekly diaries circulated Panel members complete diary

Instructed to complete on a daily basis Research company has no control over panel Could be completed just prior to collection Accuracy dependent upon memorising viewing habits
Diaries collected and processed by research company
66
Peoplemeter vs Diary
67
PEOPLE METER
Based on actual viewing Push button technology

High degree of Accuracy Minute by minute GRPs Ability to monitor new stations quickly
Immediate Results
Guest Viewing Facility On-line access providing cross
tabulations

Increased targeting options Reach & frequency data
68
PEOPLE METER
Based on actual viewing Push button technology

DIARY
Based on recalled viewing Manual self completion

High degree of Accuracy Minute by minute GRPs Ability to monitor new stations quickly
Less accurate 1/4 hour GRPs
Immediate Results
2/3 week delay in reporting
Guest Viewing Facility On-line access providing cross
tabulations

Increased targeting options Reach & frequency data
results Panel viewing only Paper access only Delay in reporting new stations Lack of targeting options Limited reach & frequency data
69
Transition from Diaries to Peoplemeters
70
Transition from Diaries to Peoplemeters
Change should be made as soon as possible Desirable to both advertisers & agencies

Greater accuracy Facilitates reporting on new stations
Less desirable to broadcasters (especially monopolies)

High costs involved Broadcasters are unlikely to meet all of the costs Lobby broadcasters and research companies Form partnerships with other advertisers Understand and question existing research Demand to see questionnaire
71
Print Media
72
Newspapers / Magazines
73
Circulation Definitions : The number of copies each edition sells. In Practice : The Readers Digest has a circulation of 58,000 copies.
74
Circulation Definitions : The number of copies each edition sells. In Practice : The Readers Digest has a circulation of 58,000 copies. Readership Definition : The total number of adult readers for each title. In Practice : The Readers Digest has a circulation of 58,000, but an average of 8.5 readers per copy. Total Readership = 8.5 x 58,000 = 493,000
75
Circulation Definitions : The number of copies each edition sells. In Practice : The Readers Digest has a circulation of 58,000 copies. Readership Definition : The total number of adult readers for each title. In Practice : The Readers Digest has a circulation of 58,000, but an average of 8.5 readers per copy. Total Readership = 8.5 x 58,000 = 493,000 Composition Definition : The number of readers per title who fall into our target audience - expressed as a percentage of the readership. In Practice : Readership - 493,000 : Composition of Housewife Readers 14% : Total Housewives reading Readers Digest = 493,000 x 14% = 69,020
76
A Rating
77
A Rating
Definition : The percentage of the target audience who saw the insertion.. 1 rating point = 1% of the target audience. Audience Achieved Defined Universe (x 100) = Rating
Formula :
78
A Rating
Definition : The percentage of the target audience who saw the insertion.. 1 rating point = 1% of the target audience. Audience Achieved Defined Universe (x 100) = Rating All Men reading S.China Morning Post All Men Universe Rating - 750,000 - 3,000,000 - 25%
79
A Rating
Definition : The percentage of the target audience who saw the insertion.. 1 rating point = 1% of the target audience. Audience Achieved Defined Universe (x 100) = Rating All Men reading S.China Morning Post All Men Universe Rating - 750,000 - 3,000,000 - 25%
Question: If 550,000 Women saw our insertion in The Straits Times & the universe for Women is 1.5m, what rating did we achieve?
80
A Rating
Definition : The percentage of the target audience who saw the insertion.. 1 rating point = 1% of the target audience. Audience Achieved Defined Universe (x 100) = Rating All Men reading S.China Morning Post All Men Universe Rating
Question: If 550,000 Women saw our insertion in The Straits Times & the universe for Women is 1.5m, what rating did we achieve?
81
36
- 750,000 - 3,000,000 - 25%
Advantages & Disadvantages by Medium
82
Available media

Television Print Radio Cinema Outdoor Direct Marketing/Mail New Media Sponsorship
83
Television
84
Television
Advantages High impact
Dynamics of sight, sound & movement
High coverage Swift coverage build Low CPT Powerful sell in medium
to the trade Mass medium
85
Television
x
Advantages High impact Dynamics of sight, sound & movement High coverage Swift coverage build Low CPT Powerful sell in medium to the trade Mass medium Reliable research
Disadvantages Difficult to target precisely High wastage High production costs High capital cost
86
Print
87
Print
Advantages Mass & niche targeting opportunities Educational
Long copy facility
Lower capital cost Longevity Ad placement opportunities Pass on readership
88
Print
Advantages Mass & niche targeting opportunities Educational
Long copy facility
Lower capital cost Longevity Ad placement opportunities Pass on readership
Disadvantages Slow to build coverage Variable reproduction quality Low impact Lack of verified circulation / variable research
89
Reach and Frequency

A. Reach of One Program B. Reach of Two Programs
Total market audience reached C. Duplicated Reach of Both
Total market audience reached D. Unduplicated Reach of Both
Total reached with both shows
Total reach less duplicate
90
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Radio
91
Radio
Advantages Skew towards desirable demographics
Housewives/young adults
Local market opportunities High frequency Low CPT Low production costs
Minimise wearout with many executions
92
Radio
Advantages Skew towards desirable demographics
Housewives/young adults
Local market opportunities High frequency Low CPT Low production costs
Disadvantages Low impact Low coverage More difficult creative sell Limited research
Minimise wearout with many executions
93
Cinema
94
Cinema
Advantages Young profile Captive audience High impact Ability to follow films Local market flexibility
95
Cinema
Advantages Young profile Captive audience High impact Ability to follow films Local market flexibility
Disadvantages Very high production costs Slow coverage build Poor research
96
Outdoor
97
Outdoor
Advantages Good awareness builder
Brand advertising
High frequency Local market opportunities Tactical medium
98
Outdoor
Advantages Good awareness builder
Brand advertising
High frequency Local market opportunities Tactical medium
Disadvantages Limited communication Massive wastage Little targetting sophistication High capital cost Very limited research
99
Direct Marketing
100
Direct Marketing
Advantages One on one communication Targeting precision Detailed communication
101
Direct Marketing
Advantages One on one communication Targeting precision Detailed communication
Disadvantages One chance Hostility to unsolicited approach No pass on readership
Inserts in magazines
102
New media
103
New media
Advantages Young profile At the cutting edge Chance to obtain user information
Get to know the consumer
Detailed communication Unsurpassed creative
opportunity
104
New media
Advantages Young profile At the cutting edge Chance to obtain user information
Disadvantages Unproven Low coverage User as editor Communication not advertising
Get to know the consumer
Detailed communication Unsurpassed creative
opportunity
105
Sponsorship
106
Sponsorship
Advantages Inherit sponsorship vehicles attributes Creative association/ opportunities with sponsorship vehicle Promotional competition associations Build data through sponsorship
107
Sponsorship
Advantages Inherit sponsorship vehicles attributes Creative association/ opportunities with sponsorship vehicle Promotional competition associations Build data through sponsorship
Disadvantages Limited creative communication Long term investment needed to obtain maximum benefit Limited research
108
Creative Media Placement

Topping & Tailing Repeat spots Consecutive pages Editorial Teasers Roadblocking Stand Out
linkage
sizes Finding a new medium

109
People Involved in Media Selection
Media Buyer
Media Planner
Creative
Account Executive Client

110

Media Marketing - EMPI

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Target Audience & Universe TV

Quick Quiz How TV Ratings are Measured Print Media

Advantages & disadvantages by media

Gross Rating Points (GRPs)

Gross Rating Points (GRPs)

Gross Rating Points (GRPs)

Gross Rating Points (GRPs)

Gross Rating Points (GRPs)

GRPs -95 Reach -59%

? % Reach ? GRPs ? Av Frequency ? Av Frequency ? Av Frequency

Cost Per GRP

Cost Per GRP

Cost Per GRP

Cost Per GRP

Cost Per GRP

$220,000 55 GRPs = $400 cost per GRP

Cost Per Thousand (CPT)

Cost Per Thousand (CPT)

Cost Per Thousand (CPT)

Cost Per Thousand (CPT)

Cost Per Thousand (CPT)

19+14+9+13+21+7+15+18 =116 GRPs

$110,000 x 1,000 (116/100) x 7,800,000

116 - 18 = 98 GRPs 63 - 8 = 55%

How a TV Rating is measured .......

How a TV Rating is measured .......

How a TV Rating is measured .......

How a TV Rating is measured .......

How a TV Rating is measured .......

Diaries collected and processed by research company

Guest Viewing Facility On-line access providing cross

Increased targeting options Reach & frequency data

Less accurate 1/4 hour GRPs

2/3 week delay in reporting

Guest Viewing Facility On-line access providing cross

Increased targeting options Reach & frequency data

Transition from Diaries to Peoplemeters

Transition from Diaries to Peoplemeters

Greater accuracy Facilitates reporting on new stations

Less desirable to broadcasters (especially monopolies)

- 750,000 - 3,000,000 - 25%

Advantages & Disadvantages by Medium

Advantages High impact

Dynamics of sight, sound & movement

to the trade Mass medium

Advantages Mass & niche targeting opportunities Educational

Long copy facility

Lower capital cost Longevity Ad placement opportunities Pass on readership

Advantages Mass & niche targeting opportunities Educational

Long copy facility

Lower capital cost Longevity Ad placement opportunities Pass on readership

Reach and Frequency

Total market audience reached C. Duplicated Reach of Both

Total market audience reached D. Unduplicated Reach of Both

Total reached with both shows

Total reach less duplicate

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advantages Skew towards desirable demographics

Minimise wearout with many executions

Advantages Skew towards desirable demographics

Minimise wearout with many executions

Advantages Good awareness builder