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Media Guru Questions
and Answers
- Wednesday, October 01, 2008
#7612
- What are the advantages and disadvantages of using ten-second commercial spots?
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The Media Guru Answers(Wednesday, October 01, 2008
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- Cheap spot = more reach and GRP
- Short spot = less retention, less awareness, less favorable placement
- Wednesday, October 01, 2008
#7611
- Please describe how to do a tv post buy analysis.
A client's tv buy for July and Septebmer just ended.
We do not subscribe to Nielsen. When should the post
be done? What ratings book should be used?
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The Media Guru Answers(Wednesday, October 01, 2008
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At its simplest, a post buy compares what you said would be delivered, in dollar and audience terms, to what was actually delivered.
The post should be done as soon as all invoices are received, and ratings are available. As to what book, it depends on when the market is rated. In a 4 sweep a year market, the July book is typically used for the JAS quarter. If the market has 12 books per year, each month should be rated on its own book. In a 5, 6 or 7 annual books market, you might average July and October to post September.
- Friday, September 26, 2008
#7610
- Media Guru, why do the sweeps always start on Thursday?
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The Media Guru Answers(Friday, September 26, 2008
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Going back to the days of paper diaries, respondents filled them out day by day. The start day of a diary was always Thursday. Why? Who knows? But what happened, according to some theories, was that repondents were more compliant about filling out the diaries at the beginning of the survey week, so the Thursday programming appeared to have the best ratings. This led to Thursdays appearing to be best viewed, and programmers would put their best programs on Thursday nights and eventually Thursday really did have the biggest audiences. So the Thursday ratings cycle start has been perpetuated.
- Thursday, September 25, 2008
#7609
- In our market, putting an ad in the beginning of an ad pod is roughly 50% more expensive.
Given a fixed budget, would you recommend lowering the GRP level in favor of first positions or not?
(Background: the client was off air for 2 years)
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The Media Guru Answers(Thursday, September 25, 2008
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Ask your self, what metric will improve by an equal amount to justify spending the extra 50%? Reach? Certainly not. Attentivenss? Probably some. But look at minute-by-minute measures to see how 1st position compares in ratings.
- Wednesday, September 24, 2008
#7608
- If we don't have software to combine different reaches on a media plan, how do we establish an acceptable, unduplicated reach and frequency when buying both boradcast and cable, and combining it with print and internet? Also, can we have duplication in broadcast since TV is a "moment in time" rather than print pubs where you can subscribe to more than one but you aren't reading more than one at any given time? Do ratings account for multiple stations or networks viewed?
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The Media Guru Answers(Wednesday, September 24, 2008
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Click here to see past Guru responses regarding combining reaches.
Reach is calculated over a period of time, typically 4 weeks, so that TV as well as print may duplicate. Ratings are about a point in time, multiple stations viewed are not a factor, except that ratings have generally decreased as viewing choices have burgeoned.
- Tuesday, September 23, 2008
#7607
- What is considered to be the optimal reach/frequency for a radio campaign?
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The Media Guru Answers(Wednesday, September 24, 2008
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No such animal.
"Optimal" is determined by strategies in each case.
- Tuesday, September 23, 2008
#7606
- Dear Guru,
I am planning on buying 3 broadcast networks and a handful of cable networks and need to determine the reach of my total buy. Is it appropriate to take the total GRP's across all networks and divide it by my frequency to get my total estimated reach? (Using the reach X freq = GRP equation.) If not, what is the better alternative? I do not currently subscribe to a R&F program for TV and need to do a hand calculation. Thank you!
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The Media Guru Answers(Tuesday, September 23, 2008
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If you knew your average frequency, this would work. But how would you know it without an R&F program?
This sounds like a fairly expensive buy; why wouldn't you have R&F software if you're spending this kind of money? Try AMIC's eTelmar on a pay-per-use basis.
- Monday, September 22, 2008
#7605
- Hello Media Guru,
I am currently running a client in three local markets at 100 TRP's per week. How can I equate this to a national campaign that we are looking to run.
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The Media Guru Answers(Tuesday, September 23, 2008
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At its simplest, this would equate to the same 100 TRP schedule in the national versions of the local media you are using.
- Friday, September 19, 2008
#7604
- Do you have any reader/user information or profile on ValPak or the Valassis Red Plum marraige mailer?
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The Media Guru Answers(Sunday, September 21, 2008
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The vendors are the best source.
- Friday, September 19, 2008
#7603
- We have a client with low unaided awareness scores, and I am wondering if there is any research which identifies which medium is best to improve awareness. My instincts say "TV", but I need some hard documentation to help make my case. Thanks.
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The Media Guru Answers(Sunday, September 21, 2008
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- Thursday, September 18, 2008
#7602
- I have a client who would like us to calculate the combined reach & frequency for a cable, spot radio and traffic radio campaign. Without a media mix program, how can I calculate reach & frequency across these various mediums? Are there standard formulas that I should be using?
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The Media Guru Answers(Sunday, September 21, 2008
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- Monday, September 15, 2008
#7601
- Dear Guru,
I'm trying to get a handle on CPM's... Can you provide some ballpark ranges on the high side, low side and average CPM's for network and spot TV?
I imagine the target audience and demographics play a large part in the pricing -- for example, a show targeting adult males 18-24 might cost more than an episode of the Golden Girls and a broadcast targeting the ultra-rich might cost more than both.
Any insights you can provide around the numbers are also welcome. Thanks in advance.
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The Media Guru Answers(Wednesday, September 17, 2008
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HH CPMs in net tv might range from about $3 to $30.
The smaller the demographic, the higher the cpm. More targeted shows will often deliver their target more efficiently.
- Monday, September 15, 2008
#7600
- Can you please explain the role of a media buyer AFTER the buy has been placed.
Is this the person who also tracks the buy and presents tv post against the actual buy too, if not who is?
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The Media Guru Answers(Wednesday, September 17, 2008
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Depending on the organization size and staffing, these are the buyers' resposibility. Often, planners present posts, especially if the cklient is hearing about multi-media results.
- Monday, September 15, 2008
#7599
- HOW TO FORMULATE A MEDIA DECISION STRATEGY
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The Media Guru Answers(Wednesday, September 17, 2008
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- Wednesday, September 10, 2008
#7598
- Is there a "rule of thumb" wear out number for print during a 4 week campaign? I understand that there are a number of factors that go into wear out (ie: creative, environment, clutter,etc.). However do you have a general rule one could follow?
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The Media Guru Answers(Sunday, September 14, 2008
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No general rule this narrow. Some rules in other media are expressed in terms such as "when frequency reaches 20 in the second heaviest quintile." The Guru does not imagine you will approach such a level in any 4-week campaign, even with only one ad variant.
- Wednesday, September 10, 2008
#7597
- Is there a way to measure reach/frequency for an overall media plan that includes TV, radio, print and outdoor?
Thank you.
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The Media Guru Answers(Sunday, September 14, 2008
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It is a quite common measurement. Tools like our own eTelmar do just this.
- Wednesday, September 10, 2008
#7596
- I have a clients who operate on different commission structures. Can you please provide formulas for 7.5% commission and 9% commission?
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The Media Guru Answers(Sunday, September 14, 2008
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The Guru expects that when you say "7.5% commission," you mean net plus 7.5%.
If so, net x 107.5 = your effective gross.
On $1000 net, your commission would be $75.
- Wednesday, September 10, 2008
#7595
- I am looking for data to back up media flighting strategies. For a branding campaign, is it better to go with heavy, yet shorter flights to make an impact or to go with lighter, but more frequent flights throughout the year?
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The Media Guru Answers(Wednesday, September 10, 2008
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The Guru has addressed this question frequently;
Go to the Guru Archives Search Engine. Use "flighting" or "recency" as your search term.
- Tuesday, September 09, 2008
#7594
- Dear Guru,
I am estimating magazine rates for 2009. First, do you agree that a 5-7% annual increase is about right for the industry as a whole? And second does the industry have an accepted way of calculating this increase? For example, is it better to divide by .93 or to mulitply by 1.07 for a 7% increase in rates? Thank you!
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The Media Guru Answers(Wednesday, September 10, 2008
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The Guru believes 7% is closer to the truth. Multiplying by 1.07 works.
Dicviding by .93 is not quite right. Try 0.9346
- Monday, September 08, 2008
#7593
- What is LPM
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The Media Guru Answers(Wednesday, September 10, 2008
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You are probably referring to Nielsen's Local People Meter
- Friday, September 05, 2008
#7592
- articles on advertising media selection
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The Media Guru Answers(Sunday, September 07, 2008
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- Friday, September 05, 2008
#7591
- In which pods are national ads generally placed? Are they at the top/bottom of the hour and the local ads are in the middle pod of a half-hour show? Back in the day, there were specific places for national vs local ads. Nowadays I know they are intermingled, but where did national ads used to be placed? Thanks!
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The Media Guru Answers(Friday, September 05, 2008
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General rule was local between programs, national within. Hour programs' midpoint break also carried local.
- Thursday, September 04, 2008
#7590
- I will be buying :60 TV spots in a local market. Is the TRP value the same as a :30 or doubled?
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The Media Guru Answers(Thursday, September 04, 2008
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Not in buying or planning, In valuing a post analysis, perhaps.
- Wednesday, September 03, 2008
#7589
- Hi Media Guru - I used to sell print advertising and
understand the concept of competitive separation. I am now selling online advertising and have the opportunity to get two pieces of business from the same brand IF we can provide a sort of separation of the two campaigns online. The two campaigns can not appear on the same page. To complicate things abit, I work for a network so there will be a few sites involved in running both campaigns. Is this posssible? What would be involved? Many Thanks
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The Media Guru Answers(Thursday, September 04, 2008
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Adservers should be able to prevent the two ads ever being served at the same time on a page
- Tuesday, September 02, 2008
#7588
- Hi Guru, i was wondering if someone needs an MBA degree to reach the highest Media Director level. Is this something that could put a prospect ahead? Is it worth the $20,000+ for the degree?
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The Media Guru Answers(Thursday, September 04, 2008
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In a lifetime career, the $20,000 would probably eventually be repaid by greater earnings.
- Tuesday, September 02, 2008
#7587
- Dear MG! Can you explain to me - is it any differense between calculating Recah 1+ in media mix (by random probability) and Reach 2+,3+ and so on, or we can use the same sheme as for Reach 1+? Thank you a lot!
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The Media Guru Answers(Thursday, September 04, 2008
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It's quite different.
Assuming you are talking about
combining media, in the new 2+ group,
you will have some of the two+ from the
1+ group in medium A
, some from the original 2+ group some
from the same sets in medium B and so on. It's a complex formula.
- Monday, September 01, 2008
#7586
- Dear MG,
I am the Director of Sales & Marketing for a luxury Casribbean resort. Frequently I have pop-up requests to purchase ad pages and have a contigency line in the budget for this purpose. What is the quickest and simplest way to determine if the ad is worth the money. We have an ad agency that handles the major requests so I do not want to bother them with some of the smaller ones. The most recent example would be:
A partner is celebrating its 20th anniversary will be producing a unique publication in partnership with Luxury Travel Advisor. It will be distributed with the November issue of Luxury Travel Advisor and serve as a marketing collateral for recruitment efforts of luxury selling advisors in 2008 and 2009.
Here’s the reach:
Luxury Travel Advisor’s qualified readers: 13,000
Virtuoso’s own distribution: 5,000
Full-page congratulatory advertising messages are US $5,000 net and half page options for $3,000 net.
How would you approach this?
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The Media Guru Answers(Thursday, September 04, 2008
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Presumably you have a media plan which sets parameters for media selection regarding environment, audience quality and efficiency which you ought to follow.
In the Guru's experience, the agency would rather take care of the "small stuff" than have you working around them.
Additional GURU questions and answers are
available in the Guru Archives
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