MEDIA PLANNING &

MANAGEMENT
SEM VI
Overview of Media and Media Planning
UNIT 1
a) Overview of Media and Media Planning:
• Meaning of Media & Features of Media, Meaning of Media Planning ,
Scope of Media planning , Media Planning Elements, Role of Media in
Business, Media Planning Process, Impact of Marketing Objectives on
Media Planning, Factors Influencing Media Planning Decisions, Role and
Importance of Media in Consumer Buying Decision, Role of Media
Planner, Challenges of Media Planning, Organization Structure of Media
Company, Regulatory Framework and Legal Aspects in Media Planning
b) Media Research:
• Meaning, Role and Importance
• Sources of Media Research : Audit Bureau of Circulation, Press Audits,
National
Readership Survey/IRS, Businessmen’s Readership Survey, TRP, National
Television Study, ADMAR Satellite Cable Network Study, Reach and
Coverage Study, ClB Listenership Survey
WHAT IS MEDIA?
Communication channels through which news, entertainment,
education, data, or promotional messages are disseminated.
Media includes every broadcasting and narrowcasting medium such as
newspapers, magazines, TV, radio, billboards, direct mail, telephone,
fax, and internet. Media is the plural of medium.
Media management is an interdisciplinary research area devoted to
study how media organizations use scarce resources to meet the needs
and wants of a business. It is an academic intersection of two
different social sciences: communication and business.
 FEATURES OF MEDIA/
FEATURES OF MASS COMMUNICATION
• HETEROGENIETY
• LARGE NUMBER OF AUDIENCES
• SCATTERED AUDIENCES
• MAY NOT RECEIVE DIRECT FEEDBACK
• POPULARITY OF PRESS
• STRENGTHS & WEAKNESSES OF EACH MEDIA
• APPLICATION OF EACH MEDIA
• MULTIMEDIA
• TRANSMISSION & STORAGE
• MEDIA IS AN UMBRELLA TERM
• AUDIENCE MEASUREMENT
• PERSUATION
 WHAT IS MEDIA PLANNING?
• GEORGE BELCH: “Media Planning is the series of
decisions involved in delivering the promotional
message in the most effective manner to the
largest number of potential customers at the lowest
cost.”
• The basic purpose of media planning is to select the
right media in order to reach the right audience so
as to have the desired response.
• 4 terms connected here are: Media Planning, Media
Selection, Media Strategy & Media Research
ASPECTS OF MEDIA PLANNING
• MEDIA PLANNING is a general term which deals with all
the decisions regarding the time & space of advertising.
• MEDIA SELECTION means the selection of a specific
medium or a combination of media for advertising
purpose.
• MEDIA STRATEGY indicates how advertising & time space
in different media will be used to achieve sales targets.
• MEDIA RESEARCH provides information regarding
popularity & effectiveness of each advertising medium
& their comparative costs.
NEED & IMPORTANCE OF MEDIA PLANNING
• GROWTH OF MEDIA & MEDIA COSTS
• SELECTION OF APPRORIATE MEDIA
• PROMOTION OF SALES
• PROVIDING SUPPLEMENTS
• SUITABILITY OF MEDIA
• AVOIDANCE OF WASTAGES
• ADVISING CLIENTS
• MEDIA LITERACY
 WHAT IS MEDIA LITERACY?
• Media literacy is generally defined as the ability to access,
analyze, evaluate and create one’s own messages in print,
audio, video, and multimedia.
• Access here would imply the ability to locate media from
various sources i.e., television, radio, newspaper, and
Internet.
• Analyze and evaluate would be to instill a critical thinking
attitude whilst consuming media materials, understanding
that not everything seen or heard can be trusted as credible
information.
• Lastly to create means the ability to construct messages in
variety of media forms to express their views and concerns
about the issues facing them.
 GLOBAL MEDIA DISTRACTION
• Office worker cannot focus on task
• Online screen focus time reduced: CPA (Continuous Partial
Attention) & Internal urge to be distracted
• Brain needs time to get back to focus once distracted
• Psychological defense mechanism used to avoid “quiet and
alone” moments
• Distraction costs money
• Distractions cost health
• Distractions can be deadly
• Distractions cost relationships
• Distractions ruin learning
SCOPE OF MEDIA PLANNING (V)

• MARKETS: The demography & as well as the geography of the markets

• COMPETITION: Their intensity, strength & good will in the market
• MEDIA: The media mix to be used
• BUDGET: The budget will decide the length of time the campaign will run
and its intensity
• TARGET AUDIENCE: Users, Buyers, Influencers, Competitors’ product users
etc.
• SALES POTENTIAL: Maximum sales possible with the media efforts
• MEDIA STRATEGY: a) Media Concentration approach b) Media Dispersion
approach
SCOPE OF MEDIA PLANNING (SH)
MEDIA CONCENTRATION APPROACH
• The media concentration approach uses fewer media categories and
greater spending per category. This lets the media planner create higher
frequency and repetition within that one media category.
• The company can be the dominant advertiser in a product category in the
chosen channel. Moreover, because only one set of creative materials will
need to be prepared, a concentrated media strategy lets advertisers spend
a higher percentage of their budget on frequency and reach.
• But a concentrated strategy is also an "all-eggs-in-one-basket" strategy. If
the particular ad is not well received or the particular media category only
reaches a fraction of the intended target audience, then it will perform
poorly.
MEDIA DISPERSION APPROACH
• Media planners choose a media dispersion approach when they
use multiple media categories, such as a combination of
television, radio, newspapers and the Internet. Media planners
will use dispersion if they know that no single media outlet will
reach a sufficient percentage of the target audience.
• For example, a concentrated approach using only ads on the
Internet might reach only 30% of the target consumers because
some consumers don't use the Internet. Similarly, a concentrated
approach using national news magazines might reach only 30%
of the target audience, because not every target customer reads
these magazines. But a dispersed approach that advertises in
print magazines as well as on Web sites might reach 50% of the
target audience. Media planners also like the dispersion
approach for the reinforcement that it brings -- consumers who
see multiple ads in multiple media for a given brand may be
more likely to buy.
MEDIA PLANNING ELEMENTS
• MEDIA MIX
• TARGET MARKET COVERAGE: Based on interests,
opinions, activities i.e. Psychographic coverage, Full
market coverage, Partial Market coverage etc.
• GEOGRAPHIC COVERAGE
• SCHEDULING: Timing, duration of exposure, size of
exposure, durability etc.
• REACH V/S FREQUENCY
• CREATIVE ASPECTS: Quality of production, special effects,
colours etc.
• FLEXIBILITY: As per demand of the situations, newer
media or the more appropriate media must be adopted.
REACH V/S FREQUENCY
Is it more effective to touch 100 potential customers once or 25 potential customers
4 times?
• Reach refers to the total number of different people or households
exposed to the ad, and frequency indicates how many times the ad
will be shown.
• Reach is the number of people in the Media Market that will likely
be exposed to one Spot( single broadcast of advertisement).
Estimating reach is tricky because when you run an ad multiple
times, the same person may see the ad more than once but you only
want to count them once in Reach.
• Frequency is the average number of times the advertisement will be
presented to the Reached Population.
• In order for reach metrics to have meaning, they need to be
associated with a period of time.
• https://rapidleaks.com/entertainment/most-annoying-indian-
advertisements/
• http://bestmediainfo.com/2017/12/heinz-tomato-ketchup-tells-
viewers-to-skip-ad/
ROLE OF MEDIA IN BUSINESS
MEDIA PLANNING PROCESS
STEP 1: MARKET ANALYSIS
• The character of the target audience has direct bearing on the media
plans. Its study will help the planners make the appropriate media
choice.
• The dimensions of market analysis are:
MARKET SIZE (CURRENT & FUTURE), MARKET GROWTH RATE, MARKET
PROFITABILITY, INDUSTRY COST STRUCTURE, DISTRIBUTION CHANELS,
MARKET TRENDS, KEY SUCCESS FACTORS ETC.
https://economictimes.indiatimes.com/industry/media/entertainment/media/in-media-and-entertainment-worlds-no-match-for-india/articleshow/59043473.cms

https://www.youtube.com/watch?v=RvsoJcjbPSE
https://www.youtube.com/watch?v=jAF2hZxdFRE
STEP 2: MEDIA OBJECTIVES
• Media Objectives are to be derived from & have to be in harmony with
Advertising objectives, which in turn are derived from the marketing
objectives.
• The basic elements of a media objective are:
①Reach
②Frequency
③Weight
④Continuity
⑤Target Audience
⑥Message Distribution
⑦Cost
Frequency
We need more frequency when:
• Introducing a new product
• When the message is complex
• When the ad size is small or short
• When we need to rise above the competitive noise
• Lesser frequency may make the communication ineffective but higher frequency
may be a waste of resources.
• There can be ‘ad fatigue’, banner blindness & irritation with the brand with over
frequency
• Effective frequency is difficult to find and varies from products, markets, PLC etc.
• https://adespresso.com/blog/facebook-ads-frequency/
Weight, Gross Impressions, GRPs, OTS
• Weight: The sum of reach number of specific media
vehicles in a given media plan gives message weight. It is
defined as the company’s reach of audience through
advertisements and campaigns. It is the sum total of the
audience that a company reaches by all the TV
advertisements, billboards, online ads etc. Message weight
is expressed in terms of GRP, Gross Impressions, OTS &
Reach.
• GRP: Gross Rating Point is the combined measure of reach
& frequency indicating the weight of a media plan. A single
GRP usually represents 1% of total audience in a given
region.
Weight, Gross Impressions, GRPs, OTS
• Gross Impressions are a summation of exposures of the
target audience to media vehicles in a media plan. Each
exposure is counted as one impression.
• OTS: Opportunity to see: OTS is a measure in advertising
media which denotes number of times the viewer is most
likely to see the advertisement. It differentiates between
total audience reach and total no. of people who actually
see it. It signifies that not all reported audience actually
read or see the ad. For Ex- If 100 people buy a magazine
which contains an ad for the company then the reach can be
said 100 but how many times each one of them has seen or
read the ad is denoted by OTS.
POPULATION/MEDIA MARKET/DMA
• A media market, broadcast market, media region, designated
market area (DMA), television market area, or simply market
is a region where the population can receive the same (or
similar) television and radio station offerings, and may also
include other types of media including newspapers and
Internet content.
STEP 3: MEDIA STRATEGIES
• It is the way we seek to realize our media objectives.
When formulated correctly, it enables us to raise our
ads above the clutter and stand out in competition.
• Media strategy has to cover decisions taken in the
areas of:
a)Geographic selectivity, b) Scheduling of the ads, c)
Media Selection & d) Cost efficiency of the selected
media.
STEP 3: MEDIA STRATEGIES
• Geographic selection to see how strong a
product is in a particular geographical region
and advertise more in high potential areas.
This can be measured by BDI-Brand
Development Index & CDI-Category
Development Index
• Media Scheduling basically involves media
planners to decide when to advertise so that
they will coincide with the highest potential
viewing times.
BDI & CDI
• The brand development index (BDI) quantifies how well a
brand is performing within a specific group of customers,
compared with its average performance among all
consumers.
• The category development index (CDI) measures the sales
performance of a category of goods or services within a
specific group, compared with its average performance
among all consumers.
• The brand and category development indexes help identify
strong and weak segments (usually, demographic or
geographic) for particular brands or categories of goods
and services and accordingly strategize media plans.
STEP 3: MEDIA STRATEGIES
• Media Selection: Choosing the right media for the brand,
specific to the target audience and to fit within the brand
budget is the job of the media planners and the actually
buying of the media is done by the media buyers.
• Cost efficiency of the selected media: We need to compare
costs of different media so that we select the best media to
optimize our objectives. One effective method is CPM which
is the cost to reach a thousand persons.
• Cost per thousand= cost of media unit X 1000
• Ex: If we take a full page ad costing Rs.50,000 to reach 1 lac
people, CPM= 50,000x1,000/1,00,000= Rs.500
STEP 4: MEDIA MIX
• A media mix is the combination of communication channels your
business can use to meet its marketing objectives. Typically, these
include newspapers, radio, television, billboards, websites, email,
direct mail, the Internet and social media, such as Facebook or
Twitter.
• Combining these channels in a media mix enables you to
communicate in the most effective way with different types of
customers and prospects at different stages of the purchase decision.
STEP 4: FACTORS AFFECTING MEDIA MIX
 STEP 5: BUDGET & MEDIA BUYING
• Budget Allocation classifies spending Medium-wise, Region-
wise or Time of the year-wise
• MEDIA BUYING: The purchase of advertising from a media
company such as a television station, newspaper, magazine,
blog or website.
• The price of the media buy depends on the specifics of the
advertising campaign. On a website, the price would be
determined by factors such as where the ad will be placed
on the page, how many pages of the website the ad will
appear on, how large the ad will be, how many days the ad
will run for, how much traffic the website receives and the
website's user demographics. The more exposure the
advertiser is expected to receive, the more expensive the
media buy will usually be.
STEP 6: EVALUATION
• Evaluation assesses the performance of media
plan in terms of message and media objectives.
• Media objectives could be increased reach% of
target audience, lower CPM, Increased frequency,
exposure to multiple audiences, brand recall etc.
• Advertising objectives could be increased
awareness, exposure, brand building etc.
• Marketing objectives could be successful product
launch, increased sales etc.
 IMPACT OF MARKETING OBJECTIVES ON
MEDIA PLANNING
• Marketing objectives originate from a company’s overall
Corporate strategy. It indicates what a company wants to
achieve during a given period of time.
• To begin with, marketing objectives are established and it is
followed by setting up advertising objectives and summed
up with finalizing media objectives.
CLIENTS’ MARKETING OBJECTIVES COULD BE:
• INCREASE SALES
• BUILD BRAND AWARENESS
• GROW MARKET SHARE
• LAUNCH NEW PRODUCTS AND SERVICES
• TARGET NEW CUSTOMERS
• ENTER NEW MARKETS INTERNATIONALLY OR LOCALLY
• IMPROVE STAKEHOLDERS’ RELATIONS
• ENHANCE CUSTOMER RELATIONS
• IMPROVE INTERNAL COMMUNICATIONS
• INCREASE PROFIT
 LET’S ANALYSE YOUR FAVOURITE MEDIA
CAMPAIGN & CBBE MODEL
• Social media campaigns can generate brand awareness &
different social media platforms establish different brand
associations, creating different effects on CBBE.
• Blogs and microblogs are found to associate with building brand
performance and brand judgment;
• Content sharing sites can generate brand imagery and brand
feeling; and social networking sites show the purpose of
building brand resonance (brand relationship).
• By providing promotion and entertainment information,
companies can get their online users’ attentions. However,
positive brand performance and judgment can be best
generated by opening online sales and support and public
relations.
• Finally by engaging online customers in marketing research and
crowdsourcing activities, firms are able to strengthen their
brand resonance with their surround communities.
 FACTORS INFLUENCING MEDIA PLANNING
DECISIONS
• MEDIA FEATURES
• OBJECTIVES OF THE CAMPAIGN
• AVAILABLE BUDGET
• AUDIENCE CHARACTERISTICS
• THE PRODUCT
• TYPE OF MESSAGE/SELLING
APPEAL
• RELATIVE COST
• COVERAGE & EXPOSURE
REQUIRED
• LIFE OF MEDIA
• IMPORTANCE OF LANGUAGE
• COMPETITORS’ MEDIA CHOICE
• PRESTIGE & STATUS
• URGENCY OF THE MESSAGE
ROLE/IMPORTANCE OF MEDIA IN CONSUMER
BUYING DECISIONS
• CONSUMER SATISFACTION • TIMELY PRESENTATION
• ENCOURAGES REVIEWS • MATCHING VEHICLE &
AUDIENCE
• INFORMATION
• KNOWING THE AUDIENCE
PROCESSING(Exposure,
Attention, Comprehension, • DISPLAY ADVERTISING
Yielding, Intention, • CHOOSING MEDIA CHANNELS
Behavior) • AWARE MEDIA PLANNERS
 ROLE OF MEDIA PLANNER
• The primary job of MP is to work out a programme stating where and
when to place an advertisement.
• MP work in close association with creative & accounts executives.
• MP has to conduct research to match the product with the market &
media.
• MP gathers information about various media, circulation rates,
demographic groups, lifestyles & habits of consumers.
• MP helps define target groups in a narrow way.
• MP studies the media strategies of the competitors.
• MP helps in Market research & analysis.
• He is a coordinator between the media owners & clients.
• MP helps develop budget allocations & ensures they are adhered to
through the campaign.
• MP makes rational & logical media choices
• MP keeps a track by assessing & evaluating on going campaigns.
 CHALLENGES OF MEDIA PLANNING
• Challenges of New Settings- New ways to connect
• Challenges of Media Options- Individual Medium challenge
• Challenges of meeting Competition
• Challenges of Technology Transformation
• Challenge of reduced Ad Life
• Challenges of Digital Marketing- Digital disruption, Cyber
Security, Holistic Customer centricity
• Challenges of Adaptation- Rapidly changing environment
• Challenges of Talent hunt
• Challenges of Focus Groups- Participant & Moderator Bias,
Expensive, Traditional versus Modern Social Media Focus
groups
• Challenges of Managing too much information
• Challenges of Hybrid Marketing- Traditional & Modern media
 ORGANISATION STRUCTURE of
BROADCAST MEDIA COMPANY
• Business is managed by CEO, Editor-in-Chief & Director of
Advertising
• Advertising Sales Manager manages accounts & relationship
cultivation as well as tracking online viewership. Accounts executives,
local sales manager, media buyers also handles sales.
• Assignment Desk Editor & Assignment Desk Assistant handle
incoming dispatches from the field, monitor emergency scanners,
manage news teams & breaking stories.
• Audience Research is managed by Marketing Specialist, Digital
Marketing Associate, Statistician, Audience Engagement Analyst.
 ORGANISATION STRUCTURE of
BROADCAST MEDIA COMPANY
• The Editor puts everything together & is supported by Editorial team. Team
consists of Editor-in-Chief, Online Editor, Managing Editor, Assignment
Editor.
• News Collection & Reporting team consists of Field Reporters, On-Air
Reporters & Anchors.
• News Production is the stage in which all the news content from field &
editorial is built into refined broadcast. News Production Job Titles are
composed of Reporter, Creative Director, Production Assistant, Video
Producer & Broadcast Technicians.
• Broadcasting can be merged into internet through web content wherein
job titles are Reporter, Online Video Producer, Bloggers & Social Media
Specialist.
 ORGANISATION STRUCTURE of
PRINT MEDIA COMPANY

http://www.journogyan.com/2017/02/structure-functions-of-various.html
REGULATORY FRAMEWORK & LEGAL ASPECTS
IN MEDIA PLANNING
• http://www.mondaq.com/india/x/473716/broadcasting+film+television+radio/Framework+For+Con
tent+On+Television
CONCEPT/MEANING OF MEDIA RESEARCH
• It is the study of the effects of the different mass media on
social, psychological and physical aspects. Research survey
that segments the people based on what television
programs they watch, radio they listen and magazines they
read. It is basically ‘Audience Research’.
• It includes achievements and effects of media and a study
about the development of media. It helps to understand the
ways in which media can meet the needs of the audience.
New technological improvements that helps to improve or
enhance the medium.
• MR deals with the effectiveness of different media and their
comparative costs.
 FUNCTIONS OF MEDIA RESEARCH
• The basic function of MR is to find out the most efficient media for
advertising purpose by measuring & comparing different media
categories & different vehicles in terms of:
• VEHICLE DISTRIBUTION
• VEHICLE EXPOSURE &
• ADVERTISING EXPOSURE
FUNCTIONS OF MEDIA RESEARCH
• VEHICLE DISTRIBUTION: Refers to the no. of copies of a
particular newspaper or magazine circulation in a region or
country. In case of TV, or the number of households that can
tune in to a given television channel.
• VEHICLE EXPOSURE refers to the no. and kind of people
reading a newspaper or magazine and also the no. of times
a person reads an issue. In case of TV, it is the number &
kind of people watching the programme.
• ADVERTISING EXPOSURE refers to no. of people exposed to
the advertising message & also the number of times they
were exposed to the same message. In case of TV, It refers
to the no. & kind of people in the audience.
FUNCTIONS OF MEDIA RESEARCH
• It is important to note the difference between
vehicle exposure and advertising exposure. For
example, not all audience members of a
television program will watch all the
commercials interspersed in the program. A
study shows that only 68 percent of television
audiences watch the commercials in television
programs. Vehicle exposure represents only
an opportunity to see an ad, not necessarily
that the ad has actually been seen.
FUNCTIONS OF MEDIA RESEARCH
• Another group of communication goals is advertising recall,
advertising persuasion, leads and sales. Advertising
recall represents the cognitive effect of the ad, advertising
persuasion represents the emotional effect of the ad,
and leads and sales are the behavioral effects of the ad.
NEED FOR MEDIA RESEARCH
• To obtain information about clients
• To collect media information
• To consider competitive advertising
• To avail of secondary data
• To organize concept testing
• To determine message effectiveness
• To benefit from ‘Media multi tasking’
• To facilitate unbiased evaluation
IMPORTANCE/ROLE OF MEDIA RESEARCH
• READERS/VIEWERS PROFILE
• RATING OF PROGRAMMES
• AVAILABILITY OF DATA
• DETAILS OF CIRCULATION
• FACILITATES SELF-EVALUATION
• FACILITATES PLANNING
• DETERMINES CHARGES/EXPENSES
• GAINS TO ADVERTISERS & AUDIENCES
• BENEFITS TO RESEARCH ORGANISATIONS
• BENEFITS TO MEDIA PLANNERS
 SOURCES OF MEDIA RESEARCH
• AUDIT BUREAU OF CIRCULATIONS (ABC)
• PRESS AUDITS
• NATIONAL READERSHIP SURVEY (NRS)
• INDIAN READERSHIP SURVEY (IRS)
• BUSINESSMEN’S READERSHIP SURVEY
• TELEVISION RATING POINT (TRP)
• NATIONAL TELEVISION STUDY (NTS)
• ADMAR SATELLITE CABLE NETWORK STUDY
• CIB LISTENERSHIP STUDY
AUDIT BUREAU OF CIRCULATIONS (ABC)

• ABC founded in 1948 is a not-for-profit, voluntary organisation

consisting of publishers, advertisers and advertising agencies as
members. It does pioneering work in developing audit procedures to
certify the circulation figures of publications which are members of
ABC.
• The main function of ABC is to evolve, lay down a standard and
uniform audit procedure by which a member publisher shall compute
its Qualifying copies. The circulation figure so arrived at is checked
and verified by a firm of chartered accountants which are empanelled
by the Bureau. The Bureau issues ABC certificates every six months to
those publisher members whose circulation figures confirm to the
rules and regulations as set out by the Bureau.
AUDIT BUREAU OF CIRCULATIONS (ABC)

• ABC's membership today includes 562 Dailies, 107 Weeklies and 50

magazines plus 125 Advertising Agencies, 45 Advertisers & 22 New
Agencies and Associations connected with print media and
advertising. It covers most of the major towns in India.
• An Advertiser would like to know the facts and figures before
investing his money in advertising. An Advertiser ought to know how
many people buy a publication and in which area. The ABC gives all
these vital statistics every six months. The ABC figures are not the
outcome of opinions, claims or guesswork, but they are the result of
rigid, indepth and impartial audits of paid circulation of member
publications by independent firms of Chartered Accountants working
in accordance with the rules / procedures prescribed by the Bureau.
PRESS AUDITS

• Press Audit benchmarks all activity across national, regional and consumer
magazines giving clients a comprehensive review of their pricing and positioning
versus the market. A press audit covers a number of criteria and encourage
clients to tell what they require from an audit rather than giving them a standard
set of numbers. Often clients ask questions about their own activity and that of
their competitors to gain a better understanding of their own media.
• “What effect does changing my strategy have on my pricing?”
• “Should we use more advertorials?”
• “New brands to the market – are they advertising in the same publications? Are
they ahead or behind ourselves in terms of positioning? “
• “What is their strategy?”
• “Is my category increasing or decreasing budgets?”
• These could be few questions that a Press Audit could answer.
NATIONAL READERSHIP SURVEY (NRS)

• The NRS is a survey on all media, but especially the print medium,
conducted by the National Readership Survey Council. This body
consists of members from the INS (Indian Newspaper Society), AAI
(Advertising Associations of India) and ABC (Audit Bureau of
Circulation).
• How is NRS different from the circulation figures reported by the
ABC?
• ABC conducts a six-monthly audit of a publication as sales. But each
copy of a publication may be read by more than one person,
depending on the frequency and popularity of the publication. This is
what is captured in readership surveys like the NRS.
NATIONAL READERSHIP SURVEY (NRS)

• NRS gives information on the macro parameters like the reach of each
medium among various audiences defined demographically. It also
gives information on the duplication between media, as well as
between vehicles within the same medium. For publications, one gets
the number of readers, type of readers in demographic terms (NRS
defines readers by sex, age, income, socio-economic class,
occupation, education, geographical location), spread of these
readers, and lifestyle parameters such as product ..
INDIAN READERSHIP SURVEY (IRS)

• IRS is conducted by MRUC (Media Research Users Council) and RSCI

(Readership Studies Council of India)
• The Indian Readership Survey (IRS) is the largest continuous readership
research study in the world with an annual sample size exceeding 2.56 lakh
(256,000) respondents. IRS collects a comprehensive range of demographic
information and provides extensive coverage of consumer and product
categories, including cars, household appliances, household durables,
household care and personal care products, food and beverages, finance
and holidays. IRS is not restricted to survey of readership alone but is
synonymous with both readership & consumption across various FMCG
(Fast-Moving Consumer Goods) products throughout India. IRS covers
information on over 100 product categories.
• http://www.livemint.com/Opinion/8iHVxONMKtZ70TUAI5BBGI/IRS-a-
must-to-reignite-confidence-in-print.html
BUSINESSMEN’S READERSHIP SURVEY
(BRS)
• IMRB (INDIAN MARKET RESEARCH BUREAU) introduced BRS, a
specialized survey to measure the readership of publications among
business and professionals in the private & Government sectors.
• It gives an estimate of Primary & Secondary readership: Primary
circulation- represents the number of people who buy the
publication, either by the subscription or at the newsstand.
Secondary (pass-along) readership – estimate determined by market
research of how many people read a single issue of a publication.
• Vertical and Horizontal Publications (business publications):Vertical
-covers a specific industry in all its aspects. Horizontal – deal with a
particular job function across a variety of industries
• The place of reading
• The profile of readers
• The extent of business travel & use of business services
TELEVISION RATING POINT (TRP)
• Television Rating Point (TRP) is a tool provided to judge which
programmes are viewed the most. This gives us an index of the
choice of the people and also the popularity of a particular
channel. For calculation purpose, a device is attached to the TV
set in a few thousand viewers’ houses for judging purpose. These
numbers are treated as sample from the overall TV owners in
different geographical and demographic sectors. The device is
called as People’s Meter. It records the time and the programme
that a viewer watches on a particular day. Then, the average is
taken for a 30-day period which gives the viewership status for a
particular channel.
• In India INTAM (Indian Television Audience Measurement) is
the electronic rating agency which does this work. INTAM uses
two methodologies for calculating TRP.
TELEVISION RATING POINT (TRP)
• The first is frequency monitoring, in which 'people meters' are
installed in sample homes and these electronic gadgets continuously
record data about the channel watched by the family members.
'People meter' is a costly equipment, which is imported from abroad.
It reads the frequencies of channels, which are later, decoded into the
name of the channels and the agency prepares a national data on the
basis of its sample homes readings. But there is a drawback in the
technique, as cable operators frequently change the frequencies of
the different channels before sending signals to the homes. It may be
very misleading to read a channel according to a particular frequency
even if the down linking frequency is same all over India.
• Second technique is more reliable and relatively new to India. In
picture matching technique people meter continuously records a
small portion of the picture that is being watched on that particular
television set. Along with this agency also records all the channels'
data in the form of small picture portion. Data collected from the
sample homes is later on matched with the main data bank to
interpret the channel name. And this way national rating is produced.
NATIONAL TELEVISION STUDY (NTS)
• Indian Television is a huge industry. We have around 900 channels
for which CAS-Conditional Access System is a digital mode of
transmitting through a set top box. There are several associations &
platforms which study the National Television. Few of them are:
• BARC-Broadcast Audience Research Council India is an industry
body set up to design, commission, supervise and own an accurate,
reliable and timely television audience measurement system for
India.
Guided by the recommendations of the TRAI (Telecom Regulatory
Authority of India) and MIB (Ministry of Information and
Broadcasting) notifications of January 2014, BARC India brings
together the three key stakeholders in television audience
measurement - broadcasters, advertisers, and advertising and media
agencies, via their apex bodies.
BARC India is committed towards establishing a robust, transparent
and accountable governance framework for providing data points
that are required to plan media spends more effectively.
NATIONAL TELEVISION STUDY (NTS)
• Few more bodies are:
• IBF-Indian Broadcasting Foundation established in 1999 is India's premium
apex organization of television broadcasters. IBF promotes the interests of
the Indian Television Industry, making an essential and ever-increasing
contribution to the Nation and working as a clearing house of ideas for this
vast and rapidly growing industry. IBF consists of major broadcasters with
more than 250 TV Channels.
• ISA-The Indian Society of Advertisers has been the peak national body for
advertisers for 60 years and represents the interests of organisations
involved in Indian advertising, marketing and media industry. ISA's aim is to
promote and safeguard the rights of its members to communicate freely
with their customers, and to protect consumers by ensuring advertising and
marketing communications are conducted responsibly.
• The Advertising Agencies Association of India (AAAI) is the official, national
organisation of advertising agencies, formed to promote their interests so
that they continue to make an essential and ever-increasing contribution to
the nation.The AAAI today is truly representative, with a very large number
of small, medium and large-sized agencies as its members, who together
account for almost 80% of the advertising business placed in the country.
BARC
• http://www.thenewsminute.com/article/baahubali-tops-indian-
movies-barc-ratings-65309
• https://www.oneindia.com/india/dd-news-leads-the-way-as-english-
news-channels-left-far-behind-2477636.html
SATELLITE CABLE NETWORK STUDY

• Satellite television is a service that delivers television programming to

viewers by relaying it from a communications satellite orbiting the Earth
directly to the viewer's location. The signals are received via an outdoor
parabolic antenna commonly referred to as a satellite dish and a low-noise
block downconverter.
• A satellite receiver then decodes the desired television programme for
viewing on a television set. Receivers can be external set-top boxes, or a
built-in television tuner. Satellite television provides a wide range of
channels and services.
• DTH-Direct-To-Home can either refer to the communications satellites
themselves that deliver service or the actual television service. [26] Most
satellite television customers in developed television markets get their
programming through a direct broadcast satellite provider.
CIB LISTENERSHIP STUDY

• The secret behind the success of private TV and Radio channels lies in
their capability to feel the pulse of audience through continuous
audience research and to design and modify the programme content
including presentation accordingly.
• All India Radio has been a pioneer in this field. Presently, it has a
network of 38 Audience Research Units across the country which
started with a humble beginning in 1946 as 'Listeners' Research
Wing'. During all those years, it worked as eyes and ears for the
organization.
CIB- ACTIVE & PASSIVE LISTENERS
• Radio Listeners could be grouped into two types: active and
passive ones. The active listeners show a high level of
involvement with the radio station. They demonstrate their
loyalty towards the station by actively engaging themselves with
the station’s activities. Besides listening to the station’s shows
regularly, the active listener keeps in touch with the On-air
talents by calling and messaging them quite frequently on radio
shows. The active listeners are considered to be an asset to any
radio station. The radio programmers place a lot of importance
to the programming needs of the active listeners. On the other
hand, the passive listeners are the ones who tune in to any
station on and off. They do not stick to any one station in
particular. Their level of engagement with the station is also very
less when compared to the active listeners. They may or may not
listen to the station on a daily basis. Previous studies have
indicated that Station and Frequency recall ability seems to be
very abysmal among the passive listeners.
ROLE & FUNCTIONS OF CIB

• Providing instant feedback to programme planners/ producers through Quick feedback

studies, Listeners' Letter Analysis, Content Analysis, Focus Group Discussions and Panel
Studies etc.
• Carrying out periodical large scale Radio Audience Surveys on various AIR channels to
provide listenership data to programmers, sponsors, advertisers, and marketers.
• Undertaking sponsored Audience Research studies from other government
departments/autonomous bodies
• Conducting on demand special Audience Research studies and Feed-forward Studies
before start of a new station.
• Functioning as data bank, research and reference section for the organization.
• Helping to develop marketing strategies in terms of providing listenership data across
socio economic categories