Transcript Creative Media Analysis

Creative Media Analysis
Chapter 4
Creative Media Analysis
Media Measurements
 Audience Measurements
 Efficiency Measurements
 Strategic Analyses

Media Measurements

Broadcast Media
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Measurement services are Nielsen and
Arbitron
Television
• People Meters, 5,000 TV Homes
• Personal diaries, 210 market areas (DMA)
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Radio
• Personal diaries, 270 radio markets
Passive Measurements
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Research companies working together
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Technology designed
to read an electronic
signal imbedded in
the media
Originally for
broadcast media,
eventually for all
media
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Broadcast Ratings Example
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Super Bowl XLI, February 2007
2,100 households tuned in, out of the panel of
5,000 households
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Step-by-Step Math
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Rating:
2100 / 5000 = 42%
Audience projection:
105,500,000 US HHs
X 0.42 HH Rating
= 44,310,000 Audience
Media Measurements
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Print Media
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Measurement services are MRI and ABC
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Magazines
• Circulation, count of actual distribution
• Readership, recent-reading measure
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Newspapers
• Circulation measures
• Yesterday-reading measure
Media Measurements
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Other Media
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Out-of-home, Traffic Audit Bureau
• “daily circulation”
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Internet, Nielsen/Net Ratings
• Site visits measured by software
• Like a “cookie”
• 60,000 panel members
Audience Measurements
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Audience Coverage
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Percentage of population that MIGHT
be exposed to a particular medium
Audience Composition

Percentage of a media audience that is
comprised of the target population
Audience Coverage and Composition
Adult
W18-24
Population Population
194,341
12,404
Glamour
6,588
1,943
Cosmopolitan
8,982
2,390
Totals
%
Cov.
%
Comp.
15.66
29.49
Audience Measurements
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Households Using Television (HUT)
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Broadcast Ratings
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Percentage of homes using television
Percentage of an audience actually tuned in to
a vehicle at the time measured
Audience Share

Percentage of HUTs tuned in to a particular
vehicle at the time measured
Television Ratings and Share
HH Rating
Share
10.6
16
The Unit
6.7
10
Law & Order: CI
4.8
7
12.6
19
1.2
2
30.4
46
66.3%
100
Dancing w/Stars
House
Veronica Mars
Other Shows
Total HUT
Audience Measurements
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Gross Rating Points (GRPs)
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Target Rating Points (TRPs)
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The sum of all household rating points
delivered by a media schedule
The sum of all target audience rating points
delivered by a media schedule
Gross Impressions
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The raw number sum of all message
impressions delivered by a media schedule
Audience Measurements
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Audience Duplication
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Reach
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Each person counted for each time exposed
Unduplicated percentage of a population
exposed one or more times to a message
Frequency

The number of times each audience member
is exposed to a message
Reach/Frequency
Exercise
Efficiency Measurements

Cost-per-point, broadcast media
Total cost of a media schedule
 Divided by total rating points delivered
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Cost-per-thousand, all media
Total cost of a media schedule
 Divided by total (raw number) audience
delivered
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Strategic Analyses
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Who to advertise to
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Where to advertise
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Target audience analyses
Geographic analyses
When to advertise
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Scheduling analyses
Strategic Analyses
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The Index
A magical mathematical tool
 Simple division
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• Index AB = (Number A/Number B)*100
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Standardizes numbers so we can more
easily compare data
• Significance testing
• Plus or minus 10%
Who to Advertise to
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Typically an analysis of demographic data
Typical data source is MRI or SMRB
Index Analysis
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Index already calculated for standard
measures
But, we can’t always rely on standard
measures alone
Example: page 153
All Adults
18-24
24-34
35-44
45-54
55-64
65+
White
Black
Sp. Speaking
Total
US '000
195192
A
000
11578
24842
40972
43561
32521
21227
32069
2905
2823
2453
1926
772
899
164831
22686
19624
8702
2308
1179
Cherry Coke
B%
C%
Down
Across
100
5.9
D
Index
100
Where to Advertise
Data-based analysis of
brand/category sales
 Many possible sources

Industry Associations or trade
magazines
 In-house sales tracking
 Nielsen or MRI product data
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Example: pages 157 and 162
Defensive Geographic Budget Allocation Model
% US
POP
New England
Mid-Atlantic
East Central
West Central
South East
South West
Pacific
Total US
5.2%
17.2%
12.9%
15.2%
20.3%
11.4%
17.8%
100.0%
%
Colombo Budget
Colombo Index
Factor
20.1%
35.3%
7.5%
14.9%
4.9%
3.4%
13.9%
Allocated
Budget
Offensive Geographic Budget Allocation Model
% US
POP
New England
Mid-Atlantic
East Central
West Central
South East
South West
Pacific
Total US
5.2%
17.2%
12.9%
15.2%
20.3%
11.4%
17.8%
%
Colombo
20.1%
35.3%
7.5%
14.9%
4.9%
3.4%
13.9%
Yoplait
Index
109
81
79
131
68
85
151
100
Budget
Factor
Adjusted Allocated
Factor
Budget
When to Advertise
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The Seasonal Development Index
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Expected Percentages
Many possible sources
Industry Associations or trade
magazines
 In-house sales data
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Example: page 164
US Domestic Travel by Month
Actual Expected
%
%
Index
January
0.06
February
0.06
March
0.08
April
0.07
May
0.09
June
0.1
July
0.12
August
0.1
September
0.08
October
0.07
November
0.08
December
0.09
Total
Summary
Media research and measurement
techniques
 Audience measurement concepts
and issues
 Efficiency measurements for intermedia comparisons
 Strategic analysis techniques
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