Media Audience Measurement & Online Audience Measurement

2nd July 2010

Content

● Introduction

- Essence Of Media Planning

- Expectations From Media Investments

- Measurement - The Key To Informed Decision Making

● Various Forms of Media Measurement

● Online Media Measurement

● Media Measurement Data Sources In Nigeria

The Art of

Reaching out

to the right audience

in the right frame of mind

at the right place

in the best possible manner

& at the best

possible cost

Media Planning

Measurements - The Key To Accountable Media Planning

● Pre - Investment Decision Making

Objective Setting

How much & In which media to invest

Target Consumer, P priority Markets, Competitive Behavior

● Post - Investment Analysis

Delivery against set objectives

Objective Setting – AIDA Model

Action - Purchase

Desire - Preference

Interest - Consideration

Attention - Awareness

Measurement Metrics – Audience Measurement

●Demographics -

Gender

Age

Socio Economic Classification (SEC)

Geographic Location

●Psychographics

●Exposure to Media

●Product Consumption

Measurement Metrics - TV & Radio

●Coverage – Penetration of a TV / Radio Station

●Television / Radio Rating Points (TRP/RRP)- Percentage of Target Audience exposed to a

program or time band

●Reach – Percentage of Target Audience exposed to a station, time band, program or

Advertising Schedule

●Frequency – Average number of times the advertising has been seen

●Gross Rating Point (GRP) – The sum total of advertising exposures

●Cost per Rating Point (CPRP) - A measure of cost efficiency. The cost of 1 TRP

●Cost per Thousand (CPT) – A measure of cost efficiency. The cost of a 1000 exposures

Measurement Metrics – Print●Circulation – The average daily net sales of a newspaper

over a period of 6 months

●Readership – The percentage of a given Target Audience

who have read a particular newspaper

●Reach – The percentage of a given Target Audience

exposed to a particular newspaper or an advertising schedule

●Frequency – Average number of times a particular ad was

seen

●Cost per thousand (CPT) – A measure of Cost efficiency.

Cost of a 1000 impressions

Measurement Metrics - OOH

●Daily Circulation – No of people

exposed to a given billboard daily

●Cost per thousand (CPT) - A measure of

cost efficiency. The cost for a 1,000

exposures

Measurement Metrics – Digital

●Impressions – Exposure to an ad message. An impression is complete when the ad loads

fully.

●Click Through – When a person clicks on an ad it is called a click through

●Click Through Rate - The number of Click Through achieved for a campaign as a percent of

the total impressions

●CPT – A measure of cost efficiency. Cost per 1000 impressions.

●Cost Per Click (CPC) - A more accountable measure of cost efficiency. The advertiser only

pays if the consumer clicks on the ad

●Conversion – A factor like sales, clicks, sign ups, etc. measured as a percentage of total

impressions

●Cost Per Acquisition - Cost of a sale or a sign up to an offer

Tools for Measurement – Television & Radio Diaries

●Basic and most cost effective way of measuring

TV viewership and Radio listenership

●Diaries are placed with a panel of consumers

●Consumers record their viewing / listening

behaviour on a daily basis

●Diaries are collected from the respondents on a

weekly basis and reported on a monthly basis

●Viewership / listenership is reported in 15 minute

time bands

●Based on Consumer Recall

Tools for Measurement – Television People Meter

●Advanced measurement system of Television

Viewership

●A people meter is placed in every household on

the panel

● The people meter collects minute by minute

viewership behaviour and transmits it online back

to central server

●More accurate since it is based on behaviour and

not recall

●A parallel collection of broadcast material enables

estimation of Ad viewership

Tools for Measurement – Radio Portable People Meter

●Advanced measurement system of Radio

Listenership

●Portable people meter is carried on the

respondents person

●Records the radio listening behaviour of the

respondent

●Data collected in 1 minute intervals and can be

reported on a daily basis

●A parallel collection of broadcast material at

the central server enables estimation of

advertising listenership

Tools for Measurement – Print Audience Research

●A large scale research exercise

●Has a large sample size

●Usually done twice a year

●Uses the mast head method

●Respondents are shown the mast head

of various publications and asked if they

have read the publication within the

duration of its periodicity

●ABC compliments this.

Tools for Measurement – OOH Site Classification & Rating

● Site classification involves a thorough listing

of the universe of billboards in a town and their

classification based on parameters such as● Distance from road

● Height

● Size

● Lit/Unlit

● Angle from road

● Clutter

● Site rating involves physical measurement of

number of people that pass the site on an

average day. Includes pedestrian and vehicular

traffic

Tools for Measurement - Online

●3rd party Ad server data – 3rd party ad servers add links to your digital ads to be

able to collect cookie based information on consumer online behaviour.

●The ad server data allows us to -● Measure all connection points along the path to purchase - how often a consumer has

been exposed, did he click on the ad, what was his behaviour after reaching your brand

website, did he purchase online, after how many exposures did he purchase , etc. The

cookies enable tracking a consumers behaviour over a period of time enabling analysis of

the link from impressions to purchase

● Deliver sequential messaging – Different messages can be delivered at different points of

the user session by site or placement and at different stages of the path to purchase

● Optimisation – By creative, site, placement, time of day or day of week

●Popular 3rd party ad servers include Double Click and Tag man

Media Measurement Of Delivery Against Set Objectives – Offline Media

●Offline media measurement systems offer

metrics that allow for measurement of

exposure to the ad campaign.

●Exposure is one step before awareness and

is the most commonly used measurement

metrics for offline media

Action - Purchase

Desire - Preference

Interest - Consideration

Attention - Awareness

Media Measurement Of Delivery Against Set Objectives – Online Media

Action - Purchase

Desire - Preference

Interest - Consideration

Attention - Awareness

●Online measurements are more

sophisticated and allow for measurement

right from exposure to purchase and even

post-purchase

●Impressions are an equivalent of Exposures

●Click throughs are an equivalent of

Consideration and Preference

●Online sign up or purchase are equivalents

of Purchase

●Social media even enables measurement of

consumer loyalty

Loyalty

Current Data Sources In Nigeria

AMPS

Television & Radio Diaries

Media Monitoring (MMS/MediaTrak)

• Demographic and Psychographic Audience Classification

• Reach of Media• Product Consumption• Print Readership

• Viewership and Listenership of TV and Radio

• Monitoring of Brand Activity• Analysis of competitive

media behavior

AMPS – All Media & Products Survey

Survey commissioned by Media Planning Services

Research conducted by Media Research Consultancy

20,750 respondents pan-Nigeria

Covers Urban & Semi-urban locations

Readership of all major print titles covered

Consumption of more than 120 product categories covered

All respondents above the age of 7 years

Television & Radio Diaries (MPS Diaries)

Survey commissioned by Media Planning Services

Research conducted by Media Research Consultancy

20,680 respondents across 15 locations

Monthly studies in Lagos, PH, Abuja & Kano. Other locations quarterly

Data collection using daily diaries

Provides TV Viewership and Radio Listenership in 15 minute breaks

Enables choice of station and specific programs

Media Monitoring (MediaTrak/MMS)

Monitoring of brand activities on TV, Radio, Print and OOH

Covers media activity across 80% of Nigeria and almost all state

capitals

TV and Radio activity monitored using automated picture and

audio matching technologies

Enables monitoring of brand activities and

Analysis of competitor’s media activities

Way Forward – Offline Media

TV & Radio – People meters are expensive to implement. Invest

gradually focusing on the big markets as a start. Use diaries for

national coverage in the interim

Print – AMPS is already providing the required data. Continue

research without gaps. Start ABC with advertisers’ demand

Out of Home – Expensive to implement and needs frequent

updating. Updating involves a recurrence of entire spend

Invest starting with Lagos

Way Forward – Online Media

World standard tools and processes are available to advertisers

in Nigeria

Training is key

Need is for both advertisers and media agencies to access

international experience and start operating at international

standard

Thank You