Transcript Integrated Marketing Communications

Media and Estimates of
Audience Size
Demands of IMP
• Greater importance on accurate and detailed target
audience description
– Move from national to local
– Move from mass to targeted media
– Move from demographics to lifestyle segments
• Too much information on media patterns of
different targets from market to market
– Narrowcasting takes time and expertise
Budgetary Constraints
• Clients are more tuned-in
– Biggest part of advertising budget
• Negotiability of new media create
substantial time and billing demands
• Turf wars between and within IMC
departments, and with clients
Accountability
• Explosion of new media creating greater
demand for accountability
• Get beyond subjective evaluation toward
concrete comparisons
– Started creating medium specialists
• Bottom line:
– Still mainly about cost efficiency
Changing Role of Media Planners
• More client contact and consulting
– Must become account people
– Must know who are the pioneers
– Must be versed in IMC elements
• Including promotions and direct mail
• Must be grounded in fundamentals
Key Concepts
• Universe: The whole to
which each subset is
related
– Ex. Total TV Households
• Rating: Percent of the
total universe that is or
does something
– Ex. Watch “Survivor”
Understanding Ratings
• Total TV Households =
105.5 MM
• Survivor Viewing
Households = 22.5 MM
• Rating: Survivor HH
related to TV HH
Calculating Ratings
• Rating: % of TV HH
tuned to a program
– Survivor Viewers /
Total TV HH = Rating
– 22.5MM / 105.5MM = 21.3
Decimal Point Placement
• In Media Planning, Decimal Point
Placement is Very Important
• Million (MM) vs. Thousands (M or 000)
– 105.5MM TV HH = 105,500(000) TV HH
• Percentages converted from raw number
– Survivor Rating = .213 = 21.3%
Calculating HUT
• HUT = Households
Using Television
– Ex. How many HH were
watching TV from 7:00 8:00 on Thursday?
– 65.5MM
• HUT Level: Viewing HH
related to TV HH
– Rating: Survivor HH
related to TV HH
• HUT Level: % of TV HH
watching television at a
specific time
• HUT / TV HH = HUT Level
• 65.5MM / 105.5MM = 62.1%
Calculating Share
• Rating: % of TV HH tuned
to a specific program
•
•
HUT Level: % of TV HH
watching television at a
specific time
Share is different
• Share: % of TV HH tuned
to a specific program
among all Households
Using Television
• Survivor Viewers / HH
Using TV = Share
•
22.5MM / 65.5MM = 34.4%
Formulas
• Rating = HUT x Share
• Share = Rating / HUT
• HUT = Rating / Share
• Rating = Audience Size / Universe
• Audience Size = Rating x Universe
– (Audience size = Gross impressions)
Gross Impressions
• In media, primarily concerned with
accumulation of audience
• Each audience member exposed to the
message is considered an “impression”
– Summed to equal “gross impressions”
– Audience size = gross impressions for single show
– For multiple programs, add audience sizes
together for total gross impressions (GI)
Gross Rating Points
• Same logic applies to rating points
• Rating for individual programs are added
together to calculate the total rating
points accumulated across a schedule
• Gross Rating Points = GRPs
Ex. Rating for Program 1 +
Rating for Program 2 +
Rating for Program 3
Gross Rating Points
Media Schedules
Rating Aud. Size # of Ads
Survivor 21.3
Friends 23.9
X-Files
10.6
Felicity
5.8
Total
---
22.5mm
25.2mm
11.2mm
6.1mm
---
3
2
4
1
10
GRPs
GI
63.9 67.5mm
47.8 50.4mm
42.2 44.8mm
5.8
6.1mm
159.7 168.8mm
Duplication of Impressions
• 159.7 GRPs and 168.8mm GI
• More than 100% of the Universe?
– How is this possible?
• GRPs and GI allow for the
duplication of impressions
– Someone might see more than one ad
– Survivor and X-Files or multiple X-Files