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Media Guru Questions
and Answers
- Wednesday, August 25, 2010
#7799
- dear guruF
what is the difference between coverage(000) and reach(000)
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The Media Guru Answers(Sunday, August 29, 2010
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Coverage is equivalent to a rating, a one-time audience. Reach is a net unduplicated accumulation of audience from multiople advertising occasions. The reach of a single occasion is equal to its coverage.
- Wednesday, August 25, 2010
#7798
- Dear guru:
if our media mix include TV and NP,how to canculate the total effect of the campaign, which unit can be used,reach(000) or Gross impression? we can get the TV and NP data from two data system, thank in advance.
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The Media Guru Answers(Sunday, August 29, 2010
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Assuming "NP" means national print, you need a computer with software such as that offered by Telmar. The calculation is extremely complex. For example, in print, as input, you need average issue audience, duplication between issues of the same publication and duplication between each possible pair of different publications. These must be combined using a complex formula such as the Beta-binomial function.
There are variants of this formula, which might be preferred, depending on media type and other variables. TV needs simlilar computer support. Click here to see past Guru responses regarding combining reaches
- Wednesday, August 25, 2010
#7797
- Dear guru:
we have launched one burst newpaper campaign which using more than 15 local newspaper to cover different market,and now,we want to know the effect of this campaign. please tell me how to canculate? appreciate!!
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The Media Guru Answers(Sunday, August 29, 2010
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You can add total circulation to look at total impressions of the campaign. Or you can combine the populations of all the amrkets to build a univrse against which to turn these impressions into GRP. Depending on the size of the schedule, turning this into reach will be more or less complex.
- Saturday, August 07, 2010
#7796
- I work through a third party internet company and they have put together a plan that runs launches in third quarter and 1st quarter. The client is asking why there are not savings in 1st quarter like there is in television. I tried to explain that digital is not like TV in that the viewer ship levels do not vary like TV. Is this really true? Are there studies that prove there are/aren't seasonality's. Can you help me with a better explaination?
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The Media Guru Answers(Monday, August 09, 2010
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You're right, internet is not broadcast. Nor is it print.Obviously, some sites are seasonal, and some categories of sites would be as well. Certain travel categoies, sports categories, automotive, fashion etc., occur to the Guru as possibly seasonal. The web, overall, is not likely to be. comScore or Nielsen//Netratings are the sources to check these data.
- Friday, August 06, 2010
#7795
- What are the best resources to measure media spend, share of voice, and access competitive spend and creative applications?
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The Media Guru Answers(Monday, August 09, 2010
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- Friday, August 06, 2010
#7794
- For digital media planning, what are the most valuable research tools? Are there preferred media planning/buying platforms?
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The Media Guru Answers(Monday, August 09, 2010
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- Thursday, August 05, 2010
#7793
- How can i calculate reach & frequency for radio?
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The Media Guru Answers(Monday, August 09, 2010
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It's a complex calculation and calls for computer support. Our own eTelmar is a great choice.
- Sunday, August 01, 2010
#7792
- I am putting together a media plan with only print media vehicles. I am looking for a guideline as to the minimum media weight that I should be keeping in mind as I work this plan out. Maybe a minimum number of GRPS per month or maybe another measure more suited to print advertising. Another way of saying this is a minimum media weight where my investment makes an impact and is not wasted. A threshhold media weight.
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The Media Guru Answers(Sunday, August 01, 2010
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In print, better to think of what percent of the target do you need to reach and how often in a month. For example, if you want to reach the majority of your target at least three time per month ("50% reach at 3+"), you would build a plan that achieves that. GRPS are less used to establish print levels; the number for a plan that delivers a reach / frequency goal can vary widely, depending on whether you are using broad reach, general coverage vehicle or highly targeted, focused vehicles. Different target groups also build reach in different patterns.
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