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Media Guru

Guru Search Results: 12 matches were found

Monday, May 17, 2004 #6495
I have just learned that I am to do a study on 50 maybe 60 newspapers. Haven't counted them, but it looks like a long list. We are the agency for a fast food chain and the corporation is preparing for a newspaper FSI drop. I have been "charged" with making sure that each of our 122 stores have proper newspaper coverage. My question, I know that years ago there was a book that showed the circulation spill-out in to surrounding counties. It that through SRDS or some other company? (The newspaper list includes both dailies and weekly newspapers) Thanks for you help.

The Media Guru Answers(Monday, May 17, 2004 ):
You are probably thinking of SRDS' Circulation 2004


Thursday, February 05, 2004 #6376
Why do TV signals spill out of one DMA and into the next? Do broadcast signals get mixed up and therefore some homes on the borders btw DMAs are able to receive 2 ABC stations on 2 different channels? How do you properly calculate "spill %"? - What data do you need and where is it available?

The Media Guru Answers(Sunday, February 08, 2004 ):
  • TV signals don't "know" anything about DMA borders; signal coverage is a matter of physics and DMAs are business / research definitions
  • DMA boundaries are based on analysis of each county's viewing patterns in Nielsen audience data. Each county is assigned to the DMA whose TV stations capture most of the county's viewing. Only in VERY rare cases is a county split (TV stations tend to be in the central city of a DMA).
  • Under this definition, it is easy to imagine that viewers in border counties may be able to receive stations from two adjacent DMAs. For example, the map below shows Long Island, New York, which is assigned to the NY DMA. You may observe that the middle of Long Island (near where the county name "Suffolk" is printed) is only half as far from New Haven, CT, a home city of the Hartford-New Haven DMA, as it is from New York City, the home city of the NY DMA
  • "spill" is based on audience from one DMA reported in another DMA, so you must compare Nielsen audience measurements from the station's home DMA to audience measured in other DMAs. spill is not always into adjacent DMA's, particularly for cable-carried "super-stations."


Friday, September 12, 2003 #6152
Is there any mathematical model to determine to target group of a client?thx..

The Media Guru Answers(Sunday, September 14, 2003 ):
No one set model. If one has segmentation data, the simplest process is to select the narrows group that includes the majority of use as well as having a skew (over-index) to being users.

In other words if women 18-49 are 20% more likely to be users and also account for 60% of use, that is a good target. However if 25-34 represent over 50% of use and have a similar/better liklihood of use, they may be a better target, keeping in mind that messages always "spill" from the designated target to related demographics.


Thursday, November 01, 2001 #4857
how would i calculate US media spill into canada beyond paid circulation

The Media Guru Answers(Thursday, November 01, 2001 ):
"spill" is not a calculation, it is a measurement. The various media measurement and auditing organizations may or may not publish audience in Canada for the U.S. media they cover. Visit Nielsen, Arbitron, MRI, etc.


Friday, September 21, 2001 #4729
Is there an easier way to determine radio spillage in CA than by using the Arbitron County Coverage book?

The Media Guru Answers(Monday, September 24, 2001 ):
No, that's the way.


Monday, July 30, 2001 #4616
Whats the percent of US Print spill into Puerto Rico?

The Media Guru Answers(Monday, July 30, 2001 ):
Naturally, this varies by publication. Consult Audit Bureau of Circulations for details.

But logically, with Puerto Rico holding a population equal to a bit more than 1% of the U.S., and many of its residents non-English speaking, any ordinary magazine will have less than 1% spill into Puerto Rico.

Spanish language magazines will probably have over 10% spill into Puerto Rico.


Monday, August 28, 2000 #3757
Where can I get a list of the spill-in and spill-out of tv viewership by market.

The Media Guru Answers(Wednesday, August 30, 2000 ):
This data comes from Nielsen.


Monday, June 26, 2000 #3580
what, if any studies have been done analysing spill from the American market into Canada - TV specifically?

The Media Guru Answers(Monday, June 26, 2000 ):
Nielsen will have done this, as may BBM . There are numerous legal issues involved, to.

Try the TV Bureaus of Advertising and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.


Tuesday, May 16, 2000 #3477
What is the definition of "spill in" and "spill out"

The Media Guru Answers(Friday, May 19, 2000 ):
These terms are generally used in relation to Designated Market Areas, but may also be used relative to metros. It is an issue for market-specific media, like TV stations, radio stations and newspapers, but not for national media or place-based media, such as network TV and out-of-home, respectively.

"spill-in" is audience generated within the DMA by media located outside the DMA. For example, in parts of the New York DMA some people view TV programs broadcast on Hartford-New Haven stations and this viewing is reported in the ratings for the NY DMA. This is spill-in.

"spill-out" is the same thing seen from the other side. When a Hartford-New Haven station gets audience in the New York market and it's reported in the Hartford-New Haven ratings, it's spill-out.

20+ years ago, this was a relatively minor issue, but today, with cable and super stations there can be a big impact for some stations and markets.


Monday, May 15, 2000 #3472
I have been presented the task of recommending media test markets for a cross-channel campaign that includes DM, print, radio, web and outdoor. Ideally, these test markets should be representative of the US population (i.e., mini US markets). What are the most commonly used media test markets that take the following into consideration? No spill in or out/purity of environment, large enough to purchase direct mail lists, and of course representative of the U.S. population?

The Media Guru Answers(Friday, May 19, 2000 ):
Nielsen publishes a test market guide addressing these issues. Note that "most common" is not really a good criterion. Why test in a market where lots of other tests are going on, thus making the market non-representative?

Realistically, being fully representative of the U.S. isn't possible unless you settle on a few demographic criteria that you deem relevant to your product or test. It isn't too hard to find markets approximately representative on age/sex/income parameters, but are these the most crucial parameters in testing a basic household product, or is it more relevant to be representative of African American and Hispanic penetration or household size?


Friday, February 18, 2000 #3230
Hello Guru, Where can I find out about spillage from American publications into Canada. ie how many Canadians read various American publications?

The Media Guru Answers(Friday, February 18, 2000 ):
Audit Bureau of Circulations and BPA, Int'l. publisher's audits both report Canadian circulation for American publications.


Tuesday, May 20, 1997 #1350
How do marketers determine what cities they will conduct test marketing in? Peoria, Illinois used to be a popular test market....what made it so desirable and what criteria are important in determining test markets?

The Media Guru Answers(Tuesday, May 20, 1997 ):
There are several criteria that may be considered:

Is the test market representative of the U.S. or the potential marketing region?

This representativeness might be judged based on various demographic characteristics.

Or on distribution or having a representative set of competitors active in the market.

Or the availability of IRI or Nielsen scanner data or other research tools to read results.

Or the local availability of the national media under consideration.

Or purity of the media environment, i.e. minimal spill-in / spill-out of broadcast media, newspapers, etc.

Or size / media pricing which made testing inexpensive.

Peoria would have met several of these standards. Nielsen and others maintain guides for the specific purpose of comparing market characteristics in selection of test markets.



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