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Guru Search Results: 17 matches were found

Friday, April 06, 2012 #8615
hi guru, i have read a table made by TAMpeople meter about top 5 channels in india. below its mentioned, TG: All 4+yrs , what does this mean, is it that this data is for all sec classification and 4 years TAM meter holders or is it something else. Also in the same study in a different graph its mentioned CS 4+ yrs, what does this mean then,thanks guru

The Media Guru Answers(Friday, April 06, 2012 ):
In the typical ratings book context (not specifically Indian), the Guru would expect the "4+" to indicate persons 4 years of age or older. All would indicate, as you suppose, "all."


Wednesday, March 14, 2012 #8556
Hi Guru, What are the different agencies who measure the TRP ratings. How does this TRP rating done for a episode/ad. can a thumb rule be made that how popular the episode is , its trp will be high... what about the data of TG for each episode.. does some data exist about this TG, because even if the episode is not targetted to children its possible that the actual viewers could be majorly children.I am talking about India. Thanks in advance

The Media Guru Answers(Wednesday, March 14, 2012 ):
Yes, target rating is an indicator of popularity. Visit vendor's websites for methodological details. Start with TAM India.


Monday, March 12, 2012 #8550
Hi guru. This is regarding previous query. TAM mentioned is a process followed in india for finding tvr for television..

The Media Guru Answers(Tuesday, March 13, 2012 ):
This aricle at Exchange 4 media is interesting, regarding print measurement


Sunday, March 11, 2012 #8526
in case of tv..TAM is an agency thru which u get tvr ratings...then thru this u find t grps....how is this in case of ptint media.thanks adavance

The Media Guru Answers(Sunday, March 11, 2012 ):
Apparently, you are in an unknown country outside the US. The Guru can not discuss TAM without at least a country reference.


Friday, May 23, 2008 #7552
Media Guru thank you for your quick response . I understand that you are concerned with the forced exposure, however if this is not the issue, let me ask you the following questions. I understand your 20 advertisers X.50= $10.00 a week and I follow your $1.19 CPM ($4,500/3,780,000 = $1.19) And I understand charging each advertiser $4,500.00 a week arriving at $90,000. However anticipating that this amount would have been per advertiser on a national buy leaves us in a position of uncertainty. Secondly, we were anticipating charging $10 per screen per week per advertiser(I omitted to mention this) in my last e-mail. How can we maintain such a screen rate without using a multiplying factor and remain with an acceptable CPM? The answer I presume is to increase the reach within the 9000 screens deployed (but this is a constant measurement and con not be TAMpered with) Thirdly is the screen rate per week the important factor here or is the buyer more concerned with the CPM allowing us to charge a screen rate as desired, and maintaining a desirable CPM. Fourthly will it be easier for a media buy (and for us) for the buy to be done on a strict CPM basis? And is there an acceptable CPM for OOH, what I mean to say is there a barrier. Thank you for your insight this is amazing. Regards, S

The Media Guru Answers(Saturday, May 24, 2008 ):
Unless you are selling individual screens, nobody will care about your screen rate. Total cost and cpm are the considerations. And this mjeans it's about gross impressions, not "reach."

Unless you have a special audience, such as physicians or C-level executives, the Guru does not expect a cpm much over $5.00 will be palatable to buyers of such an out-of-home medium.


Friday, March 14, 2008 #7511
1.what do u mean by 'pcg'and 'pcp' in TAM terminology.

The Media Guru Answers(Friday, March 14, 2008 ):
The Guru imagines that by "TAM," you refer to Television Audience Measurement as defined by AGB Nielsen. The Guru cannot find anything corresponding to "pcp" or "pcp" in the AGB Nielsen TAM glossary


Friday, October 15, 2004 #6639
What are the trade/consumer Promotions for Glaceau ViTAMin water and where can I find there Marketing Objectives

The Media Guru Answers(Sunday, October 17, 2004 ):
Search trade media, such as Supermarket News


Thursday, August 08, 2002 #5455
DEar MG: I am considering launching an ethnic (TAMil) weekly in Toronto. I understand there are agencies that, for a fee, would negotiate and collect ads from mainstream companies. Is there a term for such companies or do all ad companies undertake such operations? Thanks

The Media Guru Answers(Thursday, August 08, 2002 ):
These are media representatives, or "reps."


Friday, February 15, 2002 #5088
Dear Guru: i am media planner in Colombia and Iīm trying to convince a client (femenine protection) to use RECENCY planning, but i have some doubts, i wonder if my brand have many products (8) that use the same brand name i can plan Recency for the whole brand? i mean, the trpīs i use for each product can i cummulate them assumming is for the general brand? I have a very good budget, i have 19.000 trpīs for the whole brand, and is enough to be the entire year. 2. Do you know some case study about a brand in femenine protection that has used recency?

The Media Guru Answers(Friday, February 15, 2002 ):
With 19,000 GRP ( 365 per week), the Guru doesn't think recency will be a brand issue.

There is a judgment to make outside of media issues regarding whether the relationships between the various products form haloes around one another or if their messages are so different that they need separate communication goals.

If the products were entirely complementary, for instance, napkins, belts, panty liners, douche and deodorant, then they could be considered complementary. If they are more competitive, e.g. TAMpons vs pads, or have very different targets, e.g. teens versus women 50+, then the rub-off is less valid.


Monday, November 26, 2001 #4908
Dear Guru! One agency, which is a "gold" client of our TAM Company, asked us for developing procedure of evaluating "zapping factor". From their words the definition of zapping factor is "percentage of average break rating to average rating of 2 last minutes of preceding program". That's not the problem for us and we actually already developed that procedure, but there are some questions we have no answer yet. 1. Is there any other definition of "zapping factor"? Or there is not exact definition at all. 2. What are the reasons of using values of "zapping factor" in media planning? In situation, when only QH ratings are available, this factor could be used to make estimates of break/spot ratings. But we have minute-by-minute audience data (and that's why we can evaluate "zapping factor") so estimation for break/spot ratings could be based on real history. What are another reasons? Thanks in advance for your thoughts! BR, Andriy

The Media Guru Answers(Wednesday, November 28, 2001 ):
"Zapping" has been a term of loose definition for 20 or more years, becoming popular with the growth of cable and remote controls. Generally it refers to channel switching during breaks leading to lower audience for commercials than for the adjacent program.

We agree that the availability of minute-by-minute data obviates the utility of such a factor on a post analysis basis. And, if your planning rates are based on ratings reflecting these data, we are stumped.


Monday, March 19, 2001 #4270
How can I find information on advertising media (tv, radio, billboard)rates within the West Virgina market?

The Media Guru Answers(Wednesday, March 21, 2001 ):
TV and radio rates can be found in SQAD.

Billboard rates generally require inquiries to the vendors, such as Vista Media or Eller Media.


Monday, March 19, 2001 #4269
How can I find information on advertising media (tv, radio, billboard)rates within the Virgina market?

The Media Guru Answers(Wednesday, March 21, 2001 ):
TV and radio rates can be found in SQAD.

Billboard rates generally require inquiries to the vendors, such as Vista Media or Eller Media.


Wednesday, January 24, 2001 #4123
Hello. Hoping you are able to answer this sooner than later. . . I am trying to generate a ratio that compared the CPP (across Dayparts in TAMpa and Orlando) among total people compared to a CPP among the just the Hispanic population. I do not work for an agency or have the $ or consistent need for a service like SQAD. Hoping that you are aware of some "rule of thumb" that gets at an average difference between the two populations in terms of what it costs to reach them at different intervals of the day (ON TELEVISION). Thank you very much!

The Media Guru Answers(Friday, January 26, 2001 ):
There is no rule of thumb here. The markets you're looking at do not have Hispanic audience measurement, so GRP can't be calculatd hence CPP won't exist. If you are thinking about the Hispanic audience of the General Market TV stations, than a rule of thumb could exist if there were measurement. But if you are thinking of comparing CPP of Hispanic TV to General Market TV, these are two independent media and no specific, predictive relationship would exist, even if there were measurement. If there were then buying experience or SQAD could offer ratios from past buys.


Wednesday, August 02, 2000 #3667
what are the demographics for boston?

The Media Guru Answers(Sunday, August 06, 2000 ):
A question like this must be much more explicit. Doe you mean age and gender demographics, the most commonly used. Or do you mean education, income, race, occupation, etc?

Do you mean city, metropolitan area or DMA?

If you want it free, online, assemble the DMA counties on the Massachusetts page of the Census Bureau site.

Some data is available online from Arbitron. Arbitron and Nielsen both make inexpensive books of market age/gender/race demographics available.


Thursday, May 11, 2000 #3462
Dear Guru, I would like to run a campaign in the US targeting Arabs living the west coast, the campaign is about a folk dancing show that will happen in Las Vegas. I will use Arab TV that are available via cables in the states. I would like to use some outdoor posters just few weeks before the show in California main cities, Can I have contacts of media houses. Is there any poerfull radio stations. Any other ideas ??? Many thanks

The Media Guru Answers(Sunday, May 14, 2000 ):
Major outdoor vendors such as TDI, OutdoorSystems or Vista Media can place outdooer and have the resources to identify Arab American population centers. The Guru does'nt think there are any "powerful" radio stations, or even measured ones, but ANA Radio offers one listing of US Arabic radio outlets.


Wednesday, October 14, 1998 #2094
Dear Guru! Could you explain the speciality of billboard advertising, focusing on the time length of the campaign. I suppose there is an optimal length of a campaign, and after that the reach is not growing (or just a little). In the European market we can find 1 week 2 week and 1 month long campaign too. Are there any available research on this topic? Thanks TAMas

The Media Guru Answers(Thursday, October 15, 1998 ):
In the U.S., an outdoor campaign is usually bought as a 25, 50 or 100 "showing". "Showing" means GRP's per day, based on camparing DEC (daily effective circulation) to the population universe.

A "50 showing" outdoor campaign will achieve 85% or better reach in one month, so obviously there cannot be much reach growth from there. A 25 showing isn't much lower and a 100 showing isn't much higher.

Campaigns usually run 3 or more months. The cost of production typically works against less than 30 day postings.

Even though outdoor delivers very high reach at low cpm, in the Guru's experience it is rarely employed just for this reach building, because it offers limited message length and detail.

Harris Donovan of Canada has an Outdoor Reach and Frequency system.


Sunday, February 11, 1996 #1765
What advantages does marketing/advertising on the internet have above marketing/advertising in the "USUAL" media?

The Media Guru Answers(Monday, February 12, 1996 ):
he internet offers many disadvantages to go with its advantages. These all pertain to the WWW.

Some Advantages:

  • Immediacy: Ad copy and new product news can be on-line immediately.
  • Selectivity: Ads can be aimed broadly at computer users, or narrowly at Quentin Tarentino fans, or afficionados of the wines of Australia.
  • Relevance to the moment: Ads can be tied to today's crucial interest, by buying keywords on search engines.
  • Participation: Ad viewers can become involved in the ad by clicking on links to product info most relevant to them, filling out and sending requests within the ad. This is far more inolving than the "paste this sTAMp here" tricks of direct mail.
  • The ability to link E-mail auto-responders to web sites outdoes the capabilites of fax-back servers as well.
  • Minor advantages include savings on postage, paper and production costs versus traditional print and broadcast media.
The disadvantages are chiefly in audience and audience count:
  • At the most optimistic count, only 30-40% of households are reachable by the Web.
  • Very few individual websites reach even 10% of this universe.
  • Reach versus frequency is not well understood or capable of calculation.
  • Audience demographics are not well known nor well distinguished between thosecapable of using the web and those regularly doing so.



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