Mp Lt5

Media PlanningLecture 6

Sunday, 27 December 2009

Advanced Measurements and

Calculations

Various Concepts of Audience

Measurements

Base Vs Audience Number

• A base is a demographic group, such as women or men aged 35-49.

• Audience number, e.g. no. of readers of Next Magazine, is the no. of exposure of the vehicle, which depends on how the media vehicle measures.

• Different vehicles may have same target base but different audience numbers.

Circulation Vs Audience Number

• Circulation is the number of distribution of a publication, which does not tell any about the demographics of the audience, e.g. age, sex, household income, education, etc.

• It is always less than the audience number because one copy of the publication can be viewed by several readers.

• Audit Bureau of Circulations (ABC) (http://www.hkabc.com.hk/en/index.htm) is a non-profit, cooperative association which audits and reports the circulations of world-wide publications at regular intervals.

• It is widely accepted throughout the advertising agency. Again, it does not tell any about demographic data.

• Media planners are more interested in the number of demographic targets who will buy the product than any above-mentioned measures, i.e. base, circulation or audience number.

作為MEDIA PLANNER，應該重視關於TA的統計資料

(Demographic Data of TA) 多於關於媒體的統計資料

Advertising Exposure Vs Vehicle Exposure (Audience Number)

• Advertising exposure, or advertising page exposure, is the number of readers actually saw the advertisement.

• It is the utmost important (最重要的) data for media planners. However, like vehicle exposure, it may not be accurately measured and readily available as circulation.

不同的媒體的爆光率的資料係重要，不過，記住記住記住...

所有的媒體資料都係predict出黎的~!! 準確性就成疑...

• As a result, advertising exposure, vehicle exposure and circulation are used complementarily (互補) when the related information is required.

Audience Accumulation

• Media vehicle or advertisement cannot be exposed to ALL audiences at one time.

• Audience accumulation is the buildup of total audiences over different media vehicles for an advertisement over time, usually in a month.

唔可以一次廣告接觸所有的受眾的~!!!所以有

advertising accumulation...

Audience Accumulation in Magazines

• When the ad is placed in successive (連續的) issues of the same magazine

• When the ad is placed in the same month’s issue of different magazines

• Pass along the magazine to as many readers as possible

• Primary readers are those who either have purchased the magazine themselves or are members of the purchaser’s household.

• Secondary, or pass-along, readers are those not in the purchaser’s household. They can be the purchaser’s friends, or those reading the publication in clinics, hair salon or the airplanes, i.e. out-of-home readers.

• In-home reader, whether a primary or pass-along reader, reads more pages of a publication and spends more time reading than the person outside the home.

Audience Accumulation in Broadcast

• While a program is being broadcast for a period, audiences are tuning in.

• When the commercial is aired with same program within a four-week period

• When the commercial is aired with different programs targeting the same audiences within the same four-week period.

• For broadcast media, there is no pass-along audience as with magazines.

同雜誌唔同...電視唔可以Pass俾你睇...

• Time is a major element in broadcast accumulation.

時間長短是一個關鍵

• Research shows that there are more tune-in audiences than tune-out audience for a program.

通常tune-in入黎的人數多過離開的人~~

• Research shows that there are more tune-in audiences than tune-out audience for a program.

• Therefore, broadcast audiences can be accumulated.

Reach Vs Frequency

• The number of different people who see an ad at least once is called reach.

• Some people who are reached will see an ad only once; others will see it many times. The number of times the average person sees the ad is called frequency.

Coverage

• Coverage is the number or percentage of the population or households of the target market that is exposed to the media.

• It measures the degree of delivery that a media vehicle can reach the target audience.

主要量度媒體接觸TA的程度... 即媒體的市場佔有率

Newspaper Coverage

• Newspaper coverage is the number of copies circulated (i.e. circulation) compared to the number of households in the circulation area.

• Suppose the average circulation of Apple Daily is 360,000, the no. of household in Hong Kong is 1.2 millions.

Newspaper Coverage = 360,000 / 1,200,000

Magazine Coverage

• Magazine Coverage is the number of audience compared to the population size of the target market (segment).

TV and Radio Coverage

• It is the number or percentage of homes with radio or televisions sets within the signal area of a given station.

• Whether a household choose to tune in depends on:

• The programming of the station (i.e. whether it is interesting enough to attract them)

視乎精唔精彩啦...精彩咪睇下~~!! 例如...

• The programming of the station (i.e. whether it is interesting enough to attract them)

• The power of the station (more powerful stations can cover more homes than weaker stations)

• The height of a station’s antenna (天線) and the pull of the home’s antenna which affect reception of signals

• The number and nature of obstructions (阻礙) that might prevent the broadcast signal from being received, such as mountains, tall buildings, or bridges.

• The service area of cable systems that carry a station’s signal

Cable TV Coverage

• Cable TV does not share the signal problems as mentioned above for ordinary TV or radio station. Local examples of Cable TV companies include Cable TV by Wharf, NOW TV by PCCW. International examples include ESPN and CNN.

• Cable TV coverage is the number or percentage of homes that are installed with the cable network.

Internet Coverage

• It is the percentage of a segment (usually adults) that can access the Internet at home or work.

• On the other hand, websites would like to express their audience as a percent of those active Internet users.

Outdoor Advertising Coverage

• It is the percentage of the population that passes one or more of the outdoor media (depends on whether a particular location or outdoor advertising as a whole is studied) in a given period of time.

• One of the characteristics of outdoor advertising is that it has very high coverage because the advertisement is not time-dependent with the advertising period (that’s unlike publication or TV program).

IMPORTANT

• While coverage for print media always underestimate the audience numbers, coverage for broadcast media, internet or outdoor advertising tends to overestimate the numbers.

• It is because there are secondary (pass-along) readers for magazine or newspaper, while some homes which can access to the broadcast media or internet do not tune-in the stations.

Composition Vs Coverage

• Composition is the percentage of the audience number of the publication that is within the target market.

• For example, Oriental Daily News covers 50% of the HK population aged 15-44 (Coverage = 50%), but only 33% of its audience number is within age 15-44. (Composition = 33%).

• Coverage is based on population of the universe, while composition is based on audience number of the publication.

• High-coverage publication can certainly reach the target, but a significant part of the budget will be wasted on people who have no interest in the product.

High-Coverage 的確可以接觸到大量的目標受眾...但因為Coverage大，我地的廣告費浪費於非目標受眾身上的數字亦都大...

例如：Next Magazine

• On the other hand, high-composition magazine minimizes the waste but risks missing people who buy the product but do not happen to be readers of the publication.

• Planners typically use a mixture of high-coverage and high-composition publications.

High-Composition 係減少廣告費於非目標受眾身上，不過，因為Coverage唔高，所以只可以接觸我地部

份的TA only...

Broadcast Rating (Audience Rating or

Rating)

• The rating estimates the audience that has tune-in a program during a specific time period. It is commonly expressed in number of rating point, each of which represents 1% of the household that can receive the broadcast.

Household Using Television (HUT)

• HUT represents the total percentage of homes in a market that are watching television at a given point in time. Television viewing is affected by living habits:

• In the morning, tune-in (HUT) tends to be low, because many men and women at work and children at school. Viewers are primarily retirees, unemployed workers, and stay-at-home parents with small children

• In the afternoon, HUT rises dramatically because children return home form school

• In the evening, HUT rises to maximum because adults return home from work

• At night, HUT drops sharply.

不同的時段，有不同的HUT仲有...

原來不同的季節都有不同的HUT~~

During summer, HUT rises a little bit in the morning session because more students stay at home.

But it drops in the evening session because more adults go out for vacation trips.

If expressed in points, HUT is the sum of the ratings of all programs broadcast within a given time.

Gross Rating Points (GRPs)

(總收視點)

Definition

• It is the sum of individual ratings (percentage) of media vehicles in a media plan, disregarding the duplication of audience.

把所有廣告播放次數的收視點加起來便是GRP

GRP並不會計算重覆收看人士的部分亦即是說40點收視裡，

有某部分會收看了3次，有些人只收看了1次，所以GRP數據並不能說明誰看了多少次~!!!

GRPs in Broadcast Media

(廣播的總收視點)

• The GRPs concept originates from broadcast media, and it is best illustrated by an example:

• In a week, nine 30-sec TV commercials will be broadcast at different time-slots. Then,

GRPs in Other Media (其他媒體的總收視點)

• The GRPs concept has been extended to other media such as magazine, newspapers, and outdoor.

Gross Impressions (總收看人次)

Definition

• It is the sum of individual audience size of media vehicles in a media plan, disregarding the duplication of audience.

GRP x 目標觀眾的總人次(Audience base / Universe) x 100

= 總收看人次 (Gross Impression)

Gross Impression for Print Media

Reach (覆蓋率)

Definition

• It is the number or percentage of targets that will see the ad at least once over the advertising period.

Reach便是排除了重覆收看人次的數據，亦即是無論那人看了3次廣告，都只計算為1個人，而非3人次。

Reach and GRPs

• Unlike GRPs, reach is an unduplicated number (排除了重覆收看人次的數據) – each person is counted only once.

• Therefore, reach (if expressed in percentage) can never exceed 100%, while GRPs can continue building without limit.

Why audience is counted only once?

1. Although it is controversial (爭議) among media planners to argue on the number of advertising exposure that can make the ad effective, there is a significant difference between being exposed and not being exposed.

2. Radio and Television would parallel the audience reach of a monthly magazine.

Reach = (4 / 10) X 100 = 40

GRPs = (40 + 30 + 30 + 40) = 140

Reach = (Number of / Total Viewers) X 100= (7 / 10) X 100 = 70

Frequency =

7 Viewers~!!!

Frequency =

7 Viewers~!!!

Frequency = 14 / 7 = 2

7 Viewers~!!!

Kinds of Reach

1. The four-week reach of an individual vehicle, such as a television program

2. More commonly, the combined reach of four or five vehicles that would be bought as a single package in an ad campaign.

(Remember: Reach is a measure of vehicle exposure, not advertising exposure.)

How Reach Builds over Time

• When an ad is first exposed, it accumulates (累積) large number of target audience.

• When the no. of exposure increases, the number of accumulated audience also increases but at a decreasing rate.

• An example for a TV program is shown as follows:

隨著廣告播放越多，GRPs會不斷更加，接觸到觀眾

(Reach) 的百分比亦會不斷增加，但

Reach會減去重覆的人數，所以Reach上升的速度亦會減慢~

Frequency (收看次數)

• Frequency measures the average number of times that the audiences are exposed over a period to an ad campaign.

Reach 和 Frequency 通常都是放在一起的數據。知道觀眾看了多少次，

正好填補了覆蓋率(Reach)的不足。

Calculation

Frequency = GRPs / Reach (%)

Frequency = Total Duplicated Audience / Reach (number)

(Total Duplicated Audience = Gross Impression)

據Reach x Frequency = GPRs的定義，把 GRP 除以 Reach 便能計算到

Frequency，但這個數字只是平均數字。

For Example

GRPs = 80.1; Reach = 38 (%), then

Frequency = 80.1/38 = 2.1 (times)

Frequency Distribution

• The above calculation for frequency is only an average number.

• In the following table, the number exposed at any frequency is unduplicated, meaning that these people are counted only once.

Frequency = Total Duplicated Audience / Reach (number)

(Total Duplicated Audience = Gross Impression)

Relationship of Reach and Frequency

GRPs = Reach x Frequency

Reach and Frequency

• If we increase GRPs, reach and frequency will both increases but at different rates, depending on which particular plan is being used. (如果GRPs 上升，Reach同Frequency都會有上升，不過兩者上升的幅度有可能不同，視乎你用什麼plan)

• For example, some tends to increase the reach, while some contributes to increase in frequency.

Reach and Frequency

• Plan A delivers more audience members at 1 or 2 exposure level, but for 3 exposure level, Plan B is superior.

• Plan B reaches more persons than does Plan A at 3+ exposure level. If the advertising effort requires higher frequency, then Plan B is the obvious choice. About 75% of the target will see the commercial at least once, while 40% will see it 3 or more times.

• For any plan, reach rises more slowly when GRPs keeps increasing. Meanwhile, frequency increases and, after certain level, rises more rapidly because reach increases slower. (Reach 上升速度減慢，Frequency上升速度就會加快 - 因為重覆收看人數會不斷增加)

Effective Frequency (足夠的收看次數)

• Effective frequency is defined as the amount of frequency (or repetition) the planner judges to be necessary for advertisements to be effective in communicating.

• It is merely (只是) a judgment.

• One exposure of an advertisement to a target consumer group (within a purchase cycle) has little or no effect.

(只播放一次，印象好少... 甚至係零)

維記Sunday, 27 December 2009

• Because one exposure is usually ineffective, the main thrust (推動) of media planning should be on emphasizing frequency rather than reach. (如何加強播放的次數大於覆蓋率)

vodafoneSunday, 27 December 2009

• Most of the research studies suggested that two exposures within a purchase cycle are an effective threshold (開始) level. (最基本是兩次)

益力多Sunday, 27 December 2009

• Three exposures within a purchase cycle, however, are felt to be optimal. (通常收看次數達三次)

益力多Sunday, 27 December 2009

• After three exposures within a purchasing cycle, advertising becomes more effective as frequency is increased, but at a decreasing rate. (次數越多，效果是越好，不過上升果效會下降)

LuSunday, 27 December 2009

• Wear-out (消磨) of an advertising campaign is not caused by too much frequency. It is caused by copy and content problems.

• Generally, small and less-known brands will benefit most from increased frequency. (細公司、細品牌通常需要多次數來加強名聲) Larger, well-known brands might or might not be helped by increasing frequency, depending on how close they are to advertising saturation levels (廣告浸透率).

• Each brand might require a different level of frequency of exposure (不同的品牌有不同的曝光次數). One cannot generalize from a given brand’s experiences to some other brand (所以不同的品牌都有不能以單一經驗作準). Specialized (專門的) research is required to find the unique (獨特的) frequency level for a brand

heinekenSunday, 27 December 2009

生力Sunday, 27 December 2009

• Two brands spending on the same amount of money for advertising can have different responses to their frequencies. (兩個不同的品牌，用同一的價錢去賣廣告，得出的收看次數亦可能不一樣)

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