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