Creative Media Analysis. Media research and measurement techniques Audience measurement concepts and...

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Media Measurements Broadcast Media Measurement services are Nielsen and Arbitron Television People Meters, 5,000 TV Homes Personal diaries, 210 market areas (DMA) Radio Personal diaries, 270 radio markets

Transcript of Creative Media Analysis. Media research and measurement techniques Audience measurement concepts and...

Creative Media Analysis

Creative Media Analysis Media research and measurement techniques

Audience measurement concepts and issues

Efficiency measurements for inter-media comparisons

Strategic analysis techniques

Media Measurements Broadcast Media

Measurement services are Nielsen and Arbitron

Television• People Meters, 5,000 TV Homes• Personal diaries, 210 market areas (DMA)

Radio• Personal diaries, 270 radio markets

Media Measurements Print Media

Measurement services are MRI and ABC

Magazines• Circulation, count of actual distribution• Readership, recent-reading measure

Newspapers• Circulation measures• Yesterday-reading measure

Media Measurements Other Media

Out-of-home, Traffic Audit Bureau•“daily circulation”

Internet, Nielsen/Net Ratings•Site visits measured by software•Like a “cookie”•60,000 panel members

Audience Measurements Audience Coverage

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

AdultPopulation

W18-24Population

%Cov.

%Comp.

Totals 194,341 12,404

Glamour 6,588 1,943 15.66 29.49

Cosmopolitan 8,982 2,390

Audience Coverage and Composition

ExerciseAudience Coverage & Composition

Audience Measurements Households Using Television (HUT)

Percentage of homes using television Person(s) Using Television (PUT) Broadcast Ratings

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

HH Rating Share

NYPD Blue 6.7 11

CSI: Miami 7.2 12

Law & Order: SVU 9.6 16

Diagnosis Murder 0.7 1

Other Shows 35.8 60

Total HUT 60.0% 100

Television Ratings and Share

ExerciseRatings, Share, HUTs & PUTs

Audience Measurements Gross Rating Points (GRPs)

The sum of all household rating points delivered by a media schedule

Target Rating Points (TRPs) The sum of all target audience rating points delivered by a media schedule

Gross Impressions The raw number sum of all message impressions delivered by a media schedule

ExerciseGRPs & TRPs

Audience Measurements Audience Duplication

Each person counted for each time exposed

Reach Unduplicated percentage of a population exposed one or more times to a message

Frequency The average number of times each audience member is exposed to a message

ExerciseReach & Frequency

Efficiency Measurements Cost-per-point, broadcast media

Total cost of a media schedule Divided by total rating points delivered

Cost-per-thousand, all media Total cost of a media schedule Divided by total (raw number) audience delivered

ExerciseEfficiencies, CPP & CPM

Strategic Analyses Who to advertise to

Target audience analyses

Where to advertise Geographic analyses

When to advertise Scheduling analyses

Strategic Analyses The Index

A magical mathematical tool Simple division

•Index AB = (Number A/Number B)*100 Standardizes numbers so we can more easily compare data•Significance testing•Plus or minus 10%

Who to Advertise to Typically an analysis of demographic data

Typical data source is MRI or SMRB Index Analysis

Index already calculated for standard measures

But, we can’t always rely on standard measures alone

base proj pct_down

pct_acrs

indx

Women 90287 26982 100 29.9 10018-24 7610 1426 5.3 18.7 6325-34 17961 5946 22.0 33.1 11135-44 20945 7752 28.7 37.0 12445-54 16386 6200 23.0 37.8 12755-64 10675 2983 11.1 27.9 9365+ 16710 2674 9.9 16.0 54

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

BDI/CDI (PowerPoint)

When to Advertise The Seasonal Development Index

Expected Percentages Many possible sources

Industry Associations or trade magazines

In-house sales data