Media Planning

A game of darts ?
What is Media Planning?
 Defining Media Planning

Media Planning consists of a series of

decisions made to answer the
question for advertisers :

`What is the best means of delivering

advertisements to prospective
purchasers of my brand or service ?’
Media Planning – The process
QUESTIONS ANSWERS
Who are we talking to ? : Target audience

Where are these people ? : Markets

How many people to reach ? : Reach

How many times ? : Avg Frequency/ Avg OTS

Which media ? : Media selection

Which vehicles ? : Vehicle selection

Which months & what

time of the day? : Scheduling
Terms used in Planning
 Target Audience
•Definition : The demographic group that has been
identified as
the key consumer group for the brand.

All marketing/advertising activity is

concentrated on reaching/appealing to this
group.

• In Practice : The Pepsodent target audience is Female, SEC AB,

25-44 year old.
 Target Audience
UNIVERSE

•Definition :
The actual & total number of individuals present in
a Demographic segment

• In Practice:
25-44 yrs Pepsodent universe
is 2.7 million.
Size of the TA for Pepsodent is 2.7

million.
 Demographics

• It is a way of describing audience based on factors

such as

-age
-gender
-education level
-town class
-income class etc…
 Psychographics

• It is a way of describing audience, based on their

- Life style
- attitudes
- aspirations
- habits including media & product consumption
 Consumer personalities
Shape Characteristics Example

Boxes Neat,organised Accounts,compu

structured ter programmers

Triangles Self assured Politicians

respected /executives
Rectangles State of transition, New employees
unpredictable & collage
students
Circles Good interpersonal & Secretaries/nurs
peace es
squiggles creative Scientists/arti
sts
Socio-Economic Class ( SEC)

• Categorization of a household based on both

occupation and education of the Chief Wage
Earner
• Approved by ‘Market Research Society of
India
What is a Medium
• Media : All Carriers and deliverers
of advertisements
• Medium : A broad general category of carriers
• Vehicle : A specific carrier within a
medium
Medium Vehicle
Television Jassi Jaisi Koi Nahi
Newspapers Times of India
Magazines India Today
Radio Radio Mirchi
Outdoor Any hoarding
CD/DVD CD or DVD of a movie
Internet Web site (Rediff.com)
 Television Rating
Definition : The percentage of the target audience who
saw the programme & thus the commercial
1 rating point = 1% of the target audience
Formula : Audience who saw ÷ Defined Universe (x
100)

In Practice:18-40 yrs Women watching Friends

- 1,110,000
18-40 yrs Universe of women -

2,750,000 Television Rating for FRIEND

Gross Rating Points (GRP’s)
Definition : The sum of all ratings ( TVR`s)
achieved in a campaign
In Practice : Our commercial appeared in the following
programmes -

Programme Rating
Jassi Jaisi 32%
Kyuki Saas 21%
Who Dares 18%
Wins at 9:00
News 24%
India Vs 15%
Pak 110%

- 110 GRPs achieved (or 110% of defined universe)

 Reach
THE OBJECTIVE OF ANY MEDIA BUDGET IS TO MAXIMIZE REACH
& FREQUENCY & GRP`S within a given Advertising Budget

Reach defined as % of Target Audience who is

exposed at least once to an advertisement in a
given period to a particular media vehicle or a group
of Media.

*Concentrates on one exposure only.

*Time selected is one month or a purchase cycle for it`s
measurement.
 Reach Formula

Reach= Audience reached at least once X 100

Total Target Audience Universe
 EG - Reach
 The size of T.A of Livon – 10 million

 Our target is to reach 80% of the TA

• Thus our Advertising plan has to reach 8 million

persons within a predefined budget.
Average Frequency/Average OTS

Definition : The number of times, on average, the

audience reached sees the commercial
during a given period.

Measure of repetition indicating to what extent

audience members were exposed to
the same vehicle or group of vehicles.
OTS : Opportunities to see
 Average Frequency/Average OTS

Formula : Average Frequency = Total GRPs ÷ % Reach OR

GRPs = Reach x Average Frequency

In Practice: 110 GRPs ÷ 63 Reach = 1.75 Average Frequency

Therefore, 63% of the target audience will see
the commercial on average 1.75 times during the
given period.
Channel Share
• No of people watching channel as a % of
total people watching TV for a particular day
part.
– Total TV audience
1000
– No of people watching TV ( 8 – 9 PM )
700
– No of people watching Star PlusV 100
– No of people other channels
600 86 %
– Channel share of Star Plus
( 600 / 700 x 100 )
 Circulation Vs Readership
• Circulation
– Measured by the Audit Bureau of Circulations
( ABC ) on an on-going basis with results
reported every 6 months
– Copy count. Number of copies sold
– Not possible to identify / profile the buyer.
• Readership
– Measured by independent periodic surveys
( IRS)
– Measures the number of people who actually
read the publication.
– Possible to profile the consumer.
– IRS – “ Indian Readership survey ”
Circulation Vs Readership
Audience Publication Circ Rdrs
Rdrs/
000 000
Adults Filmfare Copy
17 87 5
Business Today 5 5 3
15 45
Me India Today 017 035 2
n Business Today 5 0 2
15 30
Wome Femina 017 017 1
n Filmfar 5 5 2
e 15 30
0 0