Media Guru Questions and Answers

The Media Guru Answers(Thursday, July 02, 2009 ):

In the olden days (1960's - 70's) we made up tables of actual calculated reach and frequency results from measured schedules that Nielsen reported. The table might have rows of GRP levels and columns reflecting schedule dispersion, i.e. number of announcements per program or network used. Or, if you have this much information, you can develop a crude "curve" formula.

But you must start with some actual reach and frequency results to build the table or curve. If the formula was as simple as A * B ÷ C³, the Guru would have told you in the first place. There are simply too many variables make it simple.

Different ratings sizes; duplication between one announcement and another; duplication between one station or network and another, different cume patterns of different demographic groups, different ways these all behave in different dayparts, in cable versus broadcast, etc.

Our own eTelmar is one reasonably priced solution.

The Media Guru Answers(Wednesday, July 01, 2009 ):

Ratings / grps are the usual input. Duplication data, at least in the form of "curve" formulas is also needed. 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

The Media Guru Answers(Tuesday, June 30, 2009 ):

Project Apollo was abandoned over a year ago, whether that had anything to do with its findings or not.

The Guru sees no conflict between "one contact is effective and enough" (especially if it's the last one just before purchase, and the idea that effectiveness is gained with repetition. Enough may be enough, while more is better. "Enough" may meet sales goals and more might double them.

The Media Guru Answers(Friday, June 26, 2009 ):

No single ideal.

If you don't have the experience to buy narrowly, order as many spots as you can, knowing many won't run. Spread your schedule as broadly as possible to find out what works best. Track orders against ads immediately to be ready to adjust schedules. Brand buying logic may drive you to prime, but that's expensiven and may not show a good ROI. Cosmetic products may do best in daytime soap opera hours, insomnia or anti depressant ads may do best in overnights.

Experiment and learn and prepare to be flexible.

The Media Guru Answers(Thursday, June 25, 2009 ):

Frankly, your question is unclear to the Guru. If the Guru understands the question:

1. Various vendors are estimating different GRP levels for the same schedules
2. You have a variety of ways to estimate GRP yourself
3. Or you can buy reliable estimates

You simply need to choose one approach, apply it to all vendor offers equally, and proceed to make your buys.

The Media Guru Answers(Wednesday, June 24, 2009 ):

If your policy is to post Sept on the July book, why does the situation you describe change it? Posting is only affected by when the buy runs, not the date of order. You should post well this time.

The Media Guru Answers(Saturday, June 20, 2009 ):

The Guru believes you have one of the of the key points: sports coverage. Environmental support in your media choices is an important driver of message impact. In thias case, it probably outweighs statistics. But try the The Newspaper National Network for research.

The Media Guru Answers(Thursday, June 11, 2009 ):

The old standard average was 0.2% click through. In reality, if you met your goals you were effective.

The Media Guru Answers(Thursday, June 11, 2009 ):

The Guru believes you may be referring to a proprietary media software tool of IMS Media Solutions. They would be the ones to ask.

The Media Guru Answers(Thursday, June 11, 2009 ):

You need a tool like comScore-MediaMetrix or Nielsen//Netratings

The Media Guru Answers(Saturday, June 06, 2009 ):

Applying a factor like "0.96" is an old technique to adjust random duplication (which, as you say, is the first part of your formula) for the fact that duplication in some cases is somewhat greater than simply random.

Between different media, such as print and tv, it is thought to be truly random, that is, there is no greater likelihood that a newspaper reader of your campaign will see your tv campaign, than any other two random events.

However, between two elements of the same medium, like two TV dayparts, there is a more than simply random chance of duplication. That is the traditional case for using a factor like 0.96.

Between consecutive time periods of the same medium, as in your case, the Guru expectss a much greater chance of duplication. You are looking at new exposures of the same vehicle, which should be represented as accumulating along one sharply flattening asymptotic curve (see below). It's a "cume," not a "combination." Random combination is far too optimistic. Unduplicated users from the first few months to the next added would probably become virtually total unless each month used unique, unrelated sites.

The Media Guru Answers(Wednesday, June 03, 2009 ):

You seem to be mixing questions of metrics and benchmarks.

Are you asking how much to do or how to tell if you've done it?

How much to do is a matter of what needs to be accomplished. Are you looking for direct sales or driving traffic to a site? In any case web results are instantly trackable so you must stay on top of results. If you have an amount you want to run, you should be buying on a cost per thousand impressions or cost per click basis. The you get what you pay for and it's up to the sites to document delivery.

The Media Guru Answers(Tuesday, June 02, 2009 ):

It's very trusting