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 Day/Time Dur Rate Spots Cost

X A Mon/2100 30 100 4 400
B Tue/2100 30 200 4 800
C Wed/2100 30 300 4 1200
Y D Thu/2100 30 400 4 1600
E Fri/2100 30 500 4 2000
F Sat/2100 30 600 4 2400
G Sun/2100 30 700 4 2800

Plan Total 28 11200



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

A Eng Dly 50 All 100 cc BW 4 100 400
B Hin Dly 60 All 100 cc BW 4 150 600
C Eng Dly 40 All 100 cc BW 4 200 800
X Ben Mnly 100 Cal FP Col 1 250 250
Y Tam Fnly 20 Mad FP Col 2 300 600
Z Tel Wkly 10 Hyd DS Col 4 200 800

Plan Total 19 3450
Evolution of Media Function : The front end
Insignificant part of a full service agency : Till TV (TRP)

Significant part of a full service agency : Till Zee TV

Critical part of a full service agency : Since Zee TV

Beginning of media unbundling : Since recession
(CMB/AOR)

Unbundling of agency : Since Carat

Media Service = Independent Business : 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 filter
(Rs 10,000 + per month).

Broad SEC Classification - Urban
SEC By Education By Occupation

A1 Grad & Post Grads B/I/SEP/Officer &Execs
(General & Professional) (Sr & Mdl)

A2 Grad & Post Grads Shop ownrs, Sup Level,
(Professional) Ofiicers & Execs (Jr Lvl)
B1B2 SSC+ < Grad Skld wrkrs, Petty Trdrs,
Clerk,Salesmen
C Schooling 5-9 yrs Skld wrkrs, Petty
Trdrs, Clerk,Salesmen


D Schooling upto 4 yrs Skld/Unskld, Petty Trdrs,
Clerks,Salesmen
E Illiterate 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 By Education By Type of House

R1 Some College but not Grad., Pucca
Grads & Post Grads

R2 SSC/HSC Semi Pucca

R3 No formal school, Semi Pucca
Schooling upto 9th Std

R4 Illiterate 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 - A person living alone or a group of
persons staying together &
sharing food from the
same kitchen

CWE - The member of the family who
makes highest contribution to the
HH income

MHI - The sum of income of all members
of the family

Housewife - The female or the male member of the HH
who is chiefly responsible for HH
tasks and decides what should be
purchased for the HH, for products
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 The estimated no. of people who have
read
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 NRS VI

Total HHs 449 L 486 L
TV HHs 270 L 336 L
TV Penetration 60% 69%
C & S HHs 93 L 150 L
C & S Penetration 34% 45%
Television HHs - Changing Scenario
Growth over Change in
NRS V Absolute Nos.

Total HHs 8 % 38 L

TV HHs 24% 66 L
C&S HHs 62 % 57 L
Col TV HHs 43% 33 L
Remote HHs 105% 35 L

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

NRS V NRS VI
SEC A 48% 61%
B 39% 51%
C 33% 42%
D 29% 38%
E 21% 31%

Total 34% 45%

C&S Penetration
C&S Penetration has grown across the board

NRS V NRS VI

Pop strata 25 L 31% 47%
10-25 L 38% 41%
5 - 10 L 34% 40%
1 - 5 L 31% 42%
< 1 L 40% 47%

Maximum growth in 25 L+ towns
C&S Penetration
C&S Penetration
Zone Total

West 52%
South 60%
East 31%
North (Less UP/Raj) 38%
UP/Raj 27%


South & West are very clearly Satellite markets
C&S Penetration States

High Maharashtra, Gujarat, MP, TN,
(50% +) AP, Karnataka

Medium Orissa, Haryana, Punjab,
(45-50%) Chandigarh, HP, Delhi

Low North East, Bihar, West Bengal,
(30 - 40%) Rajasthan, UP, Kerala


C&S Penetration
SEC ABC HHs
NRS V NRS VI

TV HHs 270 L 336 L
Multiple TV HHs 3% 4%
Colour TV HHs 29% 33%
B/W TV HHs 71% 67%
Remote Control HHs 12.5% 21%
Colour TV, B/W TV, Multiple TV sets...
% of TV HHs with RC
SEC NRS V NRS VI

A 32% 46%
B 16% 28%
C 8% 17%
D 5% 10%
E 2% 5%
Total 13% 21%

67% of all remotes are in AB HHs
Remote Controls
Print
Print Reach
0
10
20
30
40
50
60
% Reach
25 L+ 10-25
L
5-10 L 1-5 L < 1 L
Townclass
Dailies
Magazines
Any
Print Reach
0
10
20
30
40
50
60
70
80
90
% Reach
A B C D E
SEC
Dailies
Magazines
Any
General Interest Magazines - English
All India Top 8 Metros
Index Index
Adult Popln 100 100
Exposed to Press 45 54
Expsd to Eng Mags 8 13

India Today 100 100
The Week 21 26
Sunday 16 19
Frontline 16 19
Outlook 9 22



India Today still the undisputed leader
Womens Magazines - English
All India Top 8 Metros Women
Index Index Index
Adult Popln 100 100 100
Exposed to Press 45 54 32
Expsd to Eng Mags 8 13 5

Femina 100 100 100
Womans Era 80 81 94
Savvy 22 30 23
Society 18 23 14
Cosmopolitan 13 22 9


Femina & Womens Era are way ahead of the others
Womens Magazines - Hindi
All India Top 8 Metros Women
Index Index Index
Adult Popln 100 100 100
Exposed to Press 45 54 32
Expsd to Eng Mags 8 13 5

Grihashobha 100 100 100
Sarita 56 50 45
Grihalakshmi 39 38 36
Meri Saheli 38 28 39
Manorama 33 22 33


Grihashobha continues to lead
Film Magazines - English
All India Top 8 Metros
Index Index
Adult Popln 100 100
Exposed to Press 45 54
Expsd to Eng Mags 8 13

Stardust 100 100
Filmfare 98 113
Cine Blitz 30 26
Movie 22 32


The battle is between Stardust and Filmfare
Business Magazines
All India Top 8 Metros OEB
Index Index Index
Adult Popln 100 100 100
Exposed to Press 45 54
89
Expsd to Eng Mags 8 13 34

Business India 100 100 100
Business Today 85 87 77
Business World 48 49 48


Radio
Radio Reach
NRS V NRS VI

SEC A 47% 35%
B 46% 33%
C 45% 31%
D 41% 29%
E 34% 24%

Total 42% 29%
A dramatic fall for Radio
NRS V NRS VI

Top 8 metros 44% 35%
10 - 25 L 42% 29%
5 - 10 L 40% 28%
1 - 5 L 40% 27%
< 1 L 40% 26%

Total 42% 29%
Radio Reach
Radio reach has dropped across all town classes
Cinema
Cinema Reach
Townclass NRS V NRS VI

25 L + 61% 52%
10 - 25 L 66% 55%
5 - 10 L 68% 52%
1 - 5 L 66% 54%
< 1 L 58% 46%

Total 62% 51%
Contrary to popular belief Cinema Going is still on the decline
NRS V NRS VI

SEC A 69% 61%
B 67% 57%
C 64% 52%
D 62% 49%
E 56% 43%

Total 62% 51%
Cinema Reach
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 4 5 25
+ + +
30 30 30 30 x 100 = 15

10


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