Ask the Media Guru

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The Guru answers questions about media planning, media buying, media research and media management. Answers usually appear on the Guru answer page within one or two days. Please state your questions using complete sentences but as concisely as possible. Use your return key to prevent text from scrolling out of the visible typing area. You may search the "Guru Archives." to see if the Guru has recently answered a question similar to your own

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Media Guru Questions and Answers

 

 

The Media Guru Answers(Friday, February 03, 2012 ):

Click here to see over 100 past Guru responses on the topic

 

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The Media Guru Answers(Friday, February 03, 2012 ):

The Guru is not familiar with the term. It probably refers to video recording media, such as DVD or video tape, not to the Guru's field of advertsing media.

 

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The Media Guru Answers(Friday, February 03, 2012 ):

These numbers do not connect. Time spent is a measure of the viewing of a medium or daypart. Reach is a measure of a schedule. Reach might be drawn from heavieer or lighter viewers of the medium (more likely to be heavier).

 

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The Media Guru Answers(Thursday, February 02, 2012 ):

The Internet Advertising Bureau provides a glossary and more

 

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The Media Guru Answers(Thursday, February 02, 2012 ):

In network you show GRP and CPP by market, but in this case your market is the entire US. What is missing from your "whole story?" If, perhaps, you mean the avails have ratings by program, then you just need to sum up the ratings of the announcments you will buy to have GRP.

 

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The Media Guru Answers(Thursday, February 02, 2012 ):

Impressions are thousands. Some buyers look at cost per point (CPP) which calls for GRP. Some look at cost per THOUSAND impressions (CPM)

 

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The Media Guru Answers(Thursday, February 02, 2012 ):

This cannot be. You may be confusing reach at specific frequencies with reach at minimum (X+) frequencies:

If there are three inserts, some of the people reached will see all 3. Some will see only two, some will see only 1.

But if you are sure you are talking about reach at X PLUS, then those reached 1+ (one or more times) includes all the people who see 1 or 2 or 3. Those reached 3+ are only those who see 3. This can't be a greater number than the 1+, obviously.

Perhaps you are looking at the count of those who see exactly 1 vs exactly 2 vs exactly 3 instead of the 1+ vs 2+ vs 3+.

It is possible for there to be more people who see exactly 3 than those who see exactly 1, particulary in publications with loyal audiences.

 

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The Media Guru Answers(Wednesday, February 01, 2012 ):

When we discuss reach, we are generally thinking about a schedule of spots in programs. So when you ask about a program rating versus reach, the Guru thinks about a single spot in a program. A commercial in Friends is treated as having the same rating as the program, unless you are looking into issues of data stream, as in Live, Live + Same Day, Live + 7, etc.

Or, if you are specifically asking about an episode of a program, when one episode of the program has a 10 rating, it has a 10 reach. Or if you are thinking about a program episode with an average quarter hour rating of 10, then the reach of the combination of all the commercial minutes in that episode could be greater than 10. But in this case you would add the ratings of all thiose commercial; minutes to get a larger ratings sum or GRP.

Now, perhaps you are talking of a lower rated program. In this case if the program rating is 2.0 and you have 5 announcements in it over a period of time, then you have a ratings sum or GRP of 10, and the reach of all 5 could certainly be 8. But the terminology must be specific.

 

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The Media Guru Answers(Wednesday, February 01, 2012 ):

Lets think about what these data actually mean:

• When we talk about "reach" non-specifically, we are talking about people exposed One or more times to a schedule. So "reach" is actually reach at 1+, or all persons reached.
• Reach at 2+ is those exposed at least twice, which must be a smaller set of persons within the 1+ set,.
• And reach at 3+ is a smaller group within that. So reach at 4+ is included within reach at 3+ but must be a smaller group.

 

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The Media Guru Answers(Wednesday, February 01, 2012 ):

Yes. As long as each increased frequncy level (3+, 4+, etc) shows a lower reach than the previous one, it's possible

 

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The Media Guru Answers(Wednesday, February 01, 2012 ):

No. If one announcement has a rating of 10% then its reach is 10%. Only with multiple announcemnts can duplication cause reach to be less than the sum of ratings

 

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The Media Guru Answers(Wednesday, February 01, 2012 ):

You seem to be trying to connect terms which are unrelated, or only indirectly related.

If one knows the dollar volume of sales of the "market" in question, then one share of market point equates to 1% of that volume in dollars. Then one must consider whether share of market is being expressed as a percentage of retail sales, and whether that connects consistently to manufacturer's revenue.

And how revenue is defined.

Share of market might be expressed based on units, which disconnects the relationship .somewhat and differs between the food and drug measures.

The Guru is not aware of any use of the term "paging" in a related context.

 

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The Media Guru Answers(Wednesday, February 01, 2012 ):

Some people use TVR as an abbreviation for Television reach. It is simply "reach" when cited in a TV context.

 

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The Media Guru Answers(Tuesday, January 31, 2012 ):

GRPs are based on impressions divided by universe. Presumably, you are getting reports of your geographic impressions delivery. So all you need is the universe for your geographic target

 

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The Media Guru Answers(Monday, January 30, 2012 ):

The Guru accepts and answers queries in English. This seems to be Romanian for "Advertising model."

Further, queries should be phrased as a question, not simply by stating a term about which one is curious. The Guru needs to know if you seek definition, explanation, application, history, etc.

 

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The Media Guru Answers(Sunday, January 29, 2012 ):

Each medium is added to the combination in the same way. In other words, the first combination becomes your new "a" and the new medium is a new "b." This can continue for as many media as necessary. Just to be clear, the two media formula should be stated as (a+b)-(axb)

 

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The Media Guru Answers(Saturday, January 28, 2012 ):

Visit the the Guru's media strengths page

 

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The Media Guru Answers(Thursday, January 26, 2012 ):

1+% reach is the same as simple reach, meaning those exposed to the schedule one or more times. The 1+ reference is used for claity when other levels, like 3+ are also under discussion.

 

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The Media Guru Answers(Thursday, January 26, 2012 ):

If you are asking a question about direct response, cost per order = spending divided by # of orders.

 

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The Media Guru Answers(Tuesday, January 24, 2012 ):

The Guru estimates 50%.

 

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The Media Guru Answers(Tuesday, January 24, 2012 ):

The Guru asks: "What exactly is your question?"

 

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The Media Guru Answers(Tuesday, January 24, 2012 ):

Click here to see over 200 past Guru responses regarding DMA

 

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The Media Guru Answers(Monday, January 23, 2012 ):

A re-rate is generally a mid-campaign re-estimation of results using whatever actual ratings are available at that time.. A post is done after the entire campaign is completed and all pertinent ratings have been published.

 

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The Media Guru Answers(Monday, January 23, 2012 ):

There are many and most are exaggerated for effect.Click here to see past Guru co. mment on the question past comment on the question

 

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The Media Guru Answers(Sunday, January 22, 2012 ):

Double truck is a specific variety of .two page spread in print media, mostly newspapers. A true double truck bleeds across what would ordinarily be a blank seam between the facing pages, more easily acheivable in newspapers, which are printed on double-width paper.

In most cases, because these double sheets are folded and nested, the two facing pages are printed on different sheets. But on the inside of the innermost double sheet, the two facing pages are printed on this one double sheet, so there is not a physical seam.

A true double truck ad can carry a premium price. Wikipedia reports that the term "double-truck" refers to the bigger cart originally needed to carry the double sized frame of lead type used to print such an ad.

 

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The Media Guru Answers(Friday, January 20, 2012 ):

Yes, the buyer may ask for tracking updates, but under these circumstances, not necessarily expect any ADU's (make goods) before the end of the contract. However, suppose the schedule is tracking considerably low. Since upfront deals tend to finish with the lowest rated quarter, a responsible vendor should begin adding weight, before then.

 

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The Media Guru Answers(Friday, January 20, 2012 ):

The target audience of the publication carrying the ad is the target impressions for the ad. These are summed for a schedule.

 

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The Media Guru Answers(Tuesday, January 17, 2012 ):

Media acronyms beginnin with "CP" generally are about "cost per" something. data are calculated the came way: spending divided ny something

However, the Guru has not seen "CPV" before. It is certainly cost per something, but what could the "V" mean? If the TV campaign was for a web site, the metric might be cost per visit or view. If it was a general campaign, then it might be cost per viewer, a term not in common use in the US, where the comparable term is CPM, meaning cost per THOUSAND viewers (or impressions).

 

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The Media Guru Answers(Monday, January 16, 2012 ):

Cost per order = total spending ÷ number of orders.
But this seems too simple, perhaps you had a more complex issue in mind?

 

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The Media Guru Answers(Monday, January 16, 2012 ):

No, your data are not sufficent. Firstly, the media types used and the vehiclee within them can yield enormous variation for a given number of GRP.

Secondl,y You need a computer with software such as that offered by Telmar or online through eTelmar.

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

 

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The Media Guru Answers(Saturday, January 14, 2012 ):

The "N" in n-tiles is "number." It refers to dividing audiences or other demographic groups into equal sized sets according to a specified characteristic.

Probably the most common you will find in media anaysis is the quintile (5-part) analysis of audience reached according to average frequency.

Suppose your plan had a reach of 60% of the target, and an average frequency of 3.0 with a total of 180 GRP.

To examine quintiles, you divide the 60% of the target reached into 5 equal sized groups of 12% of the target, according to average frequency. So the least reached 12% might have an average frequency of 1.0 (frequency is never below 1). The next least might have an average frequency of 1.6, and so forth, with the heviest group at an average og 10+. Some planners look for the top 3 quintiles to have at least a 3 frequncy. Some evaluate wearout by looking for a frequency of perhaps 20 in the second highest.

In other applicstions, such as product usage, tertiles (3) might be used. Ninetiles sometimes are used for other special analyses.

 

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The Media Guru Answers(Saturday, January 14, 2012 ):

Do analyses that answer questions posed by sales prospects, Other than that, you might prepare rankers for commonly bought demographics.

 

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The Media Guru Answers(Friday, January 13, 2012 ):

Gross Rating Points:

Sum of all the ratings in a schedule. or

Total of the impressions in the schedule divided by the target population. The decimal is moved so that if the impressions are 1.30 times the population, that becones 130 GRP.

 

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The Media Guru Answers(Friday, January 13, 2012 ):

If you mean what is the reach of oine airing of one program, rating = reach. If you mean a particular daily or weekly program over time, you need a computer with software such as that offered by Telmar or online through eTelmar.

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

 

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The Media Guru Answers(Friday, January 13, 2012 ):

Yes, there are various ways different people and countries use OTS, but one is for average frequency, (the other being a gross measure, so that can't be it, here).

You are correct, these numbers imply a reach of at least 130, which is of course, impossible.

 

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The Media Guru Answers(Tuesday, January 10, 2012 ):

"Designated Market Area", Nielsen's definition of TV geographies measured. 210 make up the US.

 

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The Media Guru Answers(Monday, January 09, 2012 ):

By "IRI" in this context, you would seem to be referring to scanner-based consumer product sales tracking. Nielsen has similar services among its many other research offerings. Both systems are vast and complex. Start by visiting their sites.

 

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The Media Guru Answers(Saturday, January 07, 2012 ):

Assuming the budget is constant, switching to :15's will double the GRP in the plan.

 

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The Media Guru Answers(Thursday, January 05, 2012 ):

See adjacent query #8388.

 

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The Media Guru Answers(Thursday, January 05, 2012 ):

For a given demographic in any medium, GRP = impressions ÷ population.

In some media, such as cable TV or on-line, you must decide whether the population denominator will be the coverage of the medium or the totla US population.

I.e. digital GRP can be based on internet population or total population just as ESPN cable ratings may be based on ESPN's subscriber universe or on total US TV homes. In either case, it is important to label the GRP appropriately when reporting.

 

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The Media Guru Answers(Wednesday, January 04, 2012 ):

A teaser ad tells part of a the story. Perhaps a new product name with no explanation. Or a product feature with no name. Or a movie title with no opening date. The idea is to generate advance interest or curiousity, before the real campaign spending starts.

 

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The Media Guru Answers(Wednesday, January 04, 2012 ):

Understand that AMIC's parent is Telmar, which is a supplier of comparable, competing crosstab / R&F software for MRI data. So, IMS manuals are not offered here. Nielsen/IMS should supply all the manuals you need.

However, the Guru has answered many queries regarding MRI and cross tabs. Click here to see over 20 past Guru responses about cross-tab

 

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The Media Guru Answers(Wednesday, January 04, 2012 ):

Let's break it down:

One exposure of a commercial to a member of its target group is an impression
• Whether the impression is based on a :15, :30, or :60 copy leads to differences in impact on the consumer, but it is still just one exposure
• Reach is a metric for for counting numbers of exposures of different members of the target group

If two plans have the same reach but one has :30s and the other :15s, there is a clear added value in the :30s plan, but the difference is not the reach.

When one plan has greater reach and another has less but has longer copy lengths, then you must decide how much extra value there is in copy length. But it is not best judged as a reach adjustment.

 

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