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Guru Search Results: 26 matches were found

Wednesday, July 24, 2013 #8873
Guru-- what do you mean by the following: 1.exposure value 2. How do you determine the exposure in a sponsorship has more value than a media exposure? Wouldn't it matter if the sponsorship cover above a certain % of your Target audience? 3.How do you go about creating a weighted number and applying the degree of value measured? 4. How should I go about applying a relevant cpm?

The Media Guru Answers(Wednesday, July 24, 2013 ):
  1. "Exposure value" means impressions within your target.
  2. Presumably a sponsorship exposure has more value, because it may last longer if it involves an event attendee for hours instead of 30 second, or if it provides something not otherwise available like an airshow or concert. This is a separate issue from exposure. "Exposure" is how much, "value" is how impactful. You need to make some judgements. Is a spopnsorship exposure twice as impactful, 10x as valuable? That becomes your "weight."
  3. "Relevant cpm" refers to the cpm of the medium involved. Have you used spot TV budget to buy this sponsorship? Radio?
Multiply the weighted exposures X the cpm.

Thursday, March 29, 2012 #8599
Hi , My client ( i work in GCC ) would like to see the GRPS of TV sponsorship , i tried to explain to him , you can't measure sponsorship GRPs like the spots buys but any how i calculated it based on weighted duration , i just want really good answer to his question saying that what i am sharing with is not accurate

The Media Guru Answers(Thursday, March 29, 2012 ):
Duration is not an element of GRP calculation. GRP is a measure of audience exposure. Depending on the nature of the sponsorship, such as signage at an arena or a booth at a festival, you might be able to estimate number of exposures based on attendance figures. If so, comparing this estimate to universe gives GRP. There are potential complications, but you would need to be more specific about the nature of the sponsorship to explore that.

There is much more to evaluate in sponsorships than GRP, of course.

Thursday, June 22, 2006 #7152
Hi Guru, I have two questions that are more marketing than planning based. The first is regarding setting targets. I have been responsible for setting global marketing/brand objectives for the past couple of years and I have used a competitive comparison model to zero in on a stretch to achieve a comparative top 3-4 level of awareness in each region (in general we significantly lagged behind peers). While it has worked to date, it feels pretty squishy. Our executive board has asked for a review of our marketing spend next month and I can imagine them asking, "How much awareness does a financial services brand like ours need to be successful?" Any thoughts? The second question is more about marketing mix. At a global level we typically use TV, print, outdoor, sponsorship and events/conferences. Are there any general rules or benchmarks for the mix share of these kinds of vehicles? For instance, sponsorship shouldn’t typically be more than 25% of your total comms budget…. Your ideas are very much appreciated, and if you have any additional sources I could try that too would be great. Thanks much.

The Media Guru Answers(Thursday, June 29, 2006 ):
  1. Regarding "How much awareness?" the Guru thinks you need to build a simple model based on a correlation of the awareness various competitors have to the "success" they have, however you define that.
  2. As to mix, there are no hard and fast general rules, Certainly any such would depend in part on the marketing climate of the country and industry.
Visit our parent company's planning tools site for some helpful ideas.

Wednesday, May 11, 2005 #6920
As a ball park figure how much would it cost to sponsor a prime time TV show?

The Media Guru Answers(Sunday, May 15, 2005 ):
Too broad a question. Are you fully sponsoring (all advertising within the program) an episode of an existing program or staging a special? Current :30 network rates may range from $30,000 to $600,000. A ballpark estimate for an hour's sponsorship might range from $400,000 to $10,000,000. Expect economies of scale as a series sponsor.

Wednesday, November 19, 2003 #6262
Can you please explain how I should value TV programme sponsorship ie what are the equations

The Media Guru Answers(Friday, November 21, 2003 ):
Click here to see past Guru responses

Monday, June 23, 2003 #6033
Is there a rule of thumb as to the amount of weight that should be applied to traffic, news & weather sponsorships in either TV or radio?

The Media Guru Answers(Friday, June 27, 2003 ):

Sunday, April 13, 2003 #5931
I am looking for information about various marketing strategies and medias. Specifically, I am interested in finding data on what percentage of companies adopt the giveaway and free sample marketing strategy? Is there any place I can view the breakdown of marketing (or advertising) by media (i.e. sponsorship, TV, etc.)?

The Media Guru Answers(Monday, April 14, 2003 ):
See "Coen Report"

Thursday, June 06, 2002 #5329
Hello. I don't have access to pricing, so I am hoping you can help me. In order of most expensive CPM to cheapest CPM, how would you rank the following media (assume national activity, including local placements)? Event sponsorship, TV sponsorship, OOH, Radio (combo national and local campaign), Newspaper, Magazine & Online. Thanks.

The Media Guru Answers(Saturday, June 08, 2002 ):
Within each category you list, there is enormous variation in cpm, more than 10:1, so that specific selections could change the rankings. Also "national activity including local placements" is confusing and again changes the range. Different demographics change the realtionships, too. And different units also are important. But in general, the Guru would rank these from highest to lowest cpm as follows:
  1. Events (not media)
  2. Magazines
  3. Newspapers
  4. TV
  5. Online
  6. Radio
  7. OOH
OOH will be lowest by a wide margin.

Thursday, May 30, 2002 #5312
Our agency has suggested moving away from a national cable buy and buying local cable instead. Our brand has franchises throughout the country, although there are certainly heavier pockets in some areas of the country - we are nationwide. The thought behind the switch is that we would be able to afford higher GRP levels if advertising is concentrated in top markets by franchisee. The agency believes that buying spot still engages a lot of waste, which is why they are recommending a time consuming, potentially more costly buy. They believe that matching cable systems to specific franchisees will produce better results. What, in your opinion, are the disadvantages to buying local cable? I know that we would lose rating guarantees, and sponsorships, but are there other issues as well? Thank you for assistance.

The Media Guru Answers(Friday, May 31, 2002 ):
The chief disadvantage which the Guru sees, in addition to those you have mentioned, is inefficiency. Local cable bought system by system is probably the least efficient form of TV.

It's a matter of ratios, though, and probably should be considered market by market. For example:

  • In one market, perhaps you would only buy cable sytem "A," which covers 25% of the total DMA.
  • $10,000 buys you 100 GRP within that system
  • But $10,000 would buy you 150 GRP in the entire DMA (and equally within the system).
  • So even if 75% of the DMA-wide buy is "waste," it still delivers 50% more weight where it counts.

These are theoretical numbers and you have to look at the actual numbers for your market areas, including the comparison of a national buy to local cable. The Guru expects that local cable will be neither the most efficient nor lowest-cost choice.

Monday, July 16, 2001 #4581
I have found research that indicates that the ad impressions generated from arena signage are not as effective as other kinds of media impressions. A ratio is given (1/4 to 1/5) that says it takes four "sponsorship impressions" to equal one radio or TV spot. Are you aware of any research that can substantiate this?

The Media Guru Answers(Monday, July 16, 2001 ):
The ratio sounds right; after all it's typically just a brand logo, not a message. For research try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Thursday, October 19, 2000 #3898
I need help. We have a client that wants to do a campaign around sports programming and corporate sponsorships. We are looking at 12 markets - most in the top 20 DMA's. Here is my problem: We've been asked to make a recommendation on whether it is better to run on local TV, radio and in-stadium signage as packages in each of these 12 markets or, if it is more effective to run on FOX Sports Net regionally in 12 markets. 42,000 sales people later - I am getting the idea that no one can give me accurate audience numbers for radio live broadcast of home game coverage. Do you know I can get this? Also, do you have any opinion on the effectiveness of Corporate Sports sponsorship packages. These are major teams that I am talking to - Stars, Lakers, Mets etc.

The Media Guru Answers(Sunday, October 22, 2000 ):
There are no syndicated measures of individual sports events on radio. Stations may have commissioned incidental studies, ask them.

In the Guru's opinion, corporate sports sponsorships do more for corporate management egos than they do for marketing. If your target is very committed to the sport in question, or the product is closely related, like motor oil to auto racing, then it can be an effective measure.

Wednesday, May 24, 2000 #3492
Dear Guru, How the results of TV sposnsorship can be measured and evaluated? Is it possible to compare it somehow with ordinary spots advertising? In Russia we have monitoring of TV channels. All events - programmes, breaks & commercials (all types - including spots, sponsorship etc) are fixed in the database. Combining it with the PeopleMeter ratings theoretically we can calculate everything. The main problem is that I do not know how can I calculate rating for sponsorship. Should it be rating of the whole program or rating of the real moments of sponsorship or something else? Maybe you can advise some literature about the subject? how it is done in other countries? Thank you in advance Ksenia

The Media Guru Answers(Monday, May 29, 2000 ):
Generally, when considering the total commerical audience of a sponsored program, the total program audience rating is used. But if your people meter data allow you to accumulate the net of all commercials and sponsor mentions, use that.

Evaluating the total benefit of sponsorship goes beyond these data. The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. and ESOMAR, the European Survey, Opinion and Market Research Organization would have relevant research.

Tuesday, April 25, 2000 #3420
We are putting together a sponsorship package that incorporates TV spots, our company newsletter, our website and our fleet vehicles -- is it possible to estimate a combined reach/frequency for all four mediums combined?

The Media Guru Answers(Tuesday, April 25, 2000 ):
The TV is easy, using standard methods, of which you are probably aware.

The other estimates must start from simple counts of the newsletter circulation, web traffic and - the toughie - persons exposed to your fleet. Most simply, after getting a standard TV reach, convert the other media impressions to ratings and combine by "random probability."

Monday, April 03, 2000 #3365
how can i evaluate sponsorship of TV and radio programmes and what's the best way to present it to the client. thanks

The Media Guru Answers(Sunday, April 09, 2000 ):
The basis way to evaluate any media opportunity is to compare it to your goals and strategies. This may be about reach or impact or targeting a specific audience.

Click here to see past Guru responses about evaluating sponsorships.

Monday, March 27, 2000 #3341
Hello I am currently enrolled in the 3-year advertising program at Mohawk College in Hamilton, Ontario, Canada. In response to a class project and of great interest to me, I am in search of answers to the following questions regarding obtaining a career in the Internet advertising field. 1. What programs are used in the creation of Internet advertisements? 2. What are the job titles and descriptions of jobs within Internet advertising? 3. What are the specific qualities looked for when hiring a person for Internet advertising? 4. How does Internet advertising differ from other forms of advertising? 5. What should a student keep in mind and focus on while attending school in order to further their changes in Internet advertising related career? 6. Is there an organization solely devoted to Internet advertising? 7. What forms of Internet advertising are offered? (Ex. WebPage design yes, banners, etc) 8. When should a company inquire about Internet advertising as a form of advertising? 9. How long has Internet advertising been around and how has it grown throughout the years?

The Media Guru Answers(Monday, March 27, 2000 ):
Since this is the Media Guru, we will address those of your several questions which relate to media issues.

  1. Not a media question
  2. Other than "webmaster" all internet advertising media titles are approximately the same as in other media: General manager/publisher, sales manager, sales account executive on the website side; Media Director, Media planner, media buyer on the buying side. Some companies may have invented special titles either to reflect their individuality or special business structure, such as "Channel manager" when selling multiple sites that can be grouped topically
  3. There should be no specific qualities sought in hiring media people for internet purposes rather than any other media, other than possibly better computer skills and internet familiarity. It was not unusual, in the early days of internet advertising, for employment ads to be signed only with a website or email contact information, so that those who didn't understand such information wouldn't apply.
  4. The chief differences of internet advertising versus other media include:
    Interactivity: Any consumer action in response to an ad generates a reaction by the internet
    Combines the full animation potential of TV with the detail capability of static print
    Consumer action in response to an ad 'place-marker', i.e. the banner, is required before the full ad, i.e. the click-thru target, is exposed
    Unlike other media where the medium's full audience is attributed to each ad, the internet allows us to count actual ad exposures
  5. A student should take any internet courses offered in addition to the full standard advertising curriculum, if working in internet media is the only goal.
  6. There are several organizations devoted solely to internet advertising: The Internet Advertising Bureau, which is the Web site owners trade group, C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) which is primarily, if not exclusively internet focused, is the advertiser/agency internet trade group. Of course there are numerous internet sales representative organizations and ad agencies/media services.
  7. Internet advertising forms include websites, banners (meaning any less-than-full-page ads displayed on websites) interstitials, and e-mail advertising. Within e-mail advertising are three principal types: ads as sponsorships, inserted into subscription email newsletters and discussion group posts, Opt-in email, where the recipient has actually agreed to receive by email commercial information from the sender, and SPAM, or Unsolicited Commercial Email, which is commercial messages posted to newsgroups or sent by direct email. This last is completely disreputable and banned by most consumer ISPs.
  8. An advertiser should consider internet advertising alongside all other media when selecting media for any plan. Internet media should be used when it offers an advantage in efficiency (quite rare), an opportunity to reach an otherwise difficult-to-reach prospect, or the opportunity to deliver a message of a kind or in an environment which enhances message impact.
  9. Internet advertising of one sort or another has probably existed since the early days of the internet. As a real medium, internat advertising is traced to the beginnings of the commercialization of the World Wide Web at the end of 1994. The year 2000 will generate over US$5 billion online ad revenue

Wednesday, March 08, 2000 #3298
Please describe the major steps and information required for Network TV Media Planning at an Agency. What computer skills are needed or research sources most used to evaluate Network? Are there any trade journal articles that would provide a description of this aspect of media planning, as I am applying for a position in this area, but have not planned Network in many years. What are the current Network $/GRP and target delivery efficiencies? What is the current coverage of U.S. Houselholds, for the three major networks? Thanks

The Media Guru Answers(Monday, March 13, 2000 ):
There seems to be some confusion in your terms. The job of an agency Media Planner is to determine which media are best to meet the advertising objectives of the specific product/service.

In some cases this will include network TV.

When an approved paln includes network TV, the Network specifications are turned over to Network TV buyers. The plan's specifications are not likely to include than demographic target and weight goals, budget, timing, dayparts and/or program types.

Network buyers will then review program package offerings and sponsorship opportunities from the networks to meet all the specifications.

Nothing more than a spreadsheet is really needed, but there are some specific TV analysis programs, including optimizers, in use. Nielsen is the basic audience measurement source used.

When optimizers, which are programs that do extensive analysis of program data to select best schedules, came into use a few years ago, there were several trade articles in Ad Age and MediaWeek about the network buy "planning" process. See the one by Erwin Ephron in our Telmar 30th Anniversary Awards section.

Telmar, AMIC's sister company, also offers an optimizer, called Transmit.

See samples of current rates in AMIC's Ad Data area.

Friday, February 25, 2000 #3248
Looking for ideas on unique media vehicles in the Southwest US. Unique as in non-traditional.

Traditional being: spot TV, spot radio, bulletins, posters, transit shelters, bus wraps, taxi tops, wall murals, kiosks, print, aerial advertising (blimps, airplanes, etc.) trailer panels, mobile video displays, in-airport displays, in-transit exposure, direct mail, flyers, sponsorships.

The Media Guru Answers(Sunday, February 27, 2000 ):
When you rule out the traditional mass media, "new" electronic media, direct mail, most forms of out-of-home, and require geographic specificity, you have pretty much come down to untried out of home, such as painting the sides of mesas in the desert or putting logos on souveniers, like arrowheads.

What you want probably isn't in place yet, but the world is waiting for you to invent it.

Thursday, December 23, 1999 #3073
Dear Guru, I would like to know the pro's & con's of sponsorship on TV , The minmum added value that we have to ask for, the payment terms that we have to agree on, the primium to be paid by the client in case of exclusivity of product, we are operating in the gulf market , dominated by few TV station (Satellite ) and weak teresterial TV Station. On the other hand I would like to know if there is any sites that features pictures of Media (TV, NP, ,,,) just to make the presentation more friendly ... Thank You

The Media Guru Answers(Thursday, December 23, 1999 ):
The essence of sponsorship is to give the consumer the idea that you, the advertiser, are responsible for the program. You want to pick programs that fit well with your product or selling points, just as beauty contests are typically sponsored by cosmetics companies. Secondarily, you wish to deny the competitor the opportunity of advertising in a powerful program.

For full sponsorship you would minimally expect opening and closing billboards, plus "bumpers" into and out of breaks. Major fractional sponsors might expect opening and closing billboards.

sponsorship is premium-priced and the benfits are mostly judgemental and image-oriented.

A sponsor might earn participation of the actors in ads, rights to use logos and scenes from the show in ads, packaging and point-of-purchase material.

Pictures of media can be found on the sites of various media themselves as well as the associations such as The Newspaper Advertising Association or The Radio Advertising Bureau (RAB).

Saturday, October 30, 1999 #2921
Dear Guru. How do we compare national TV-sponsorship in terms of cpm, with traditional spot buying? In order to do this we need to evaluate the lenght, creative factor and the added value of presenting the program. I have used formulas including these factors using indeces. Is this the "right" way of doing it? Do you have these formulas, indeces?

The Media Guru Answers(Monday, November 01, 1999 ):
Most of the comparison should be purely and simply cost-based.

Length and creative would not be a part of the difference between national and spot. The same commercial can run in either environment.

If you literally mean national sponsorship, that is with Opening and/or Closing billboards, this can be quantified by added length. As for formulas and indices, if you get ten "free" seconds of airtime, it is worth one-third of what you paid for a thirty. Any other element of national vs local is purely a matter of price and geography. Allowing a value for "in-program" positions versus in-break would be a judgement call and not worth much, in the Guru's opinion.

Saturday, October 09, 1999 #2862
It seems that most of the news about advancements in media and in media planning focuses on the on-line arena. However, changes have to be happening in the off-line arena, even if they don’t get the same play. Introductions of products TiVo or Replay TV are going to create major concern among the television and advertising communities once the universe of ownership begins significantly cutting into the viewership of commercials. The digital superimposition of products into programming, rather than just having them featured in the show, seems to be an area where both creative and media departments are both going to have to play close attention (Stuart Elliott’s article in 10/1 NYT addressed some of this). However, with this long preamble, what in Guru’s opinion are some of the other innovative things happening in the off-line advertising side of TV, radio, mags, newspapers, OOH, etc.? Could you cite some articles or Websites that might go into more depth on these?

The Media Guru Answers(Saturday, October 09, 1999 ):
The offline "innovations" to which you refer are just new mechanisms for achieving the same results with which planners have coped for many years. Not long after VCRs, devices to eliminate commercials were available and never sold well. Remotes have long since made zipping through recorder commercials quite easy.

Product placement and stadium signage are old-hat as well. Placing them digitally instead of physically isn't media planning news.

The Guru doesn't see anything happening off-line as big as the creation of on-line and new advertising vehicles in the on-line arena.

News in off-line seems to focus on new ways to buy and package. Perhaps we will see a return to the early days of TV and real sponsorship. Segmentation - in the sense of a focus on minority groups which in the aggregate now outnumber the presumed mainstream majority, and personalization of media are the new direction the Guru sees in traditional media.

Ad Age and MediaWeek are still the best sources of media news in print.

Wednesday, July 28, 1999 #2663
Dear Guru, Thanks a lot for this service. I would like to gain more information regarding the effectiveness of branding & sponsorship of high rated TV programme vs spot buy. Also would request to tell me ho effective if branding of high viewership prime time program [ 40% viewership] as against a branding of non-prime time program with a viewerhip of 25%

The Media Guru Answers(Saturday, July 31, 1999 ):
The Guru's opinion is that regular sponsorship of a specific program or program type (beauty pageant, auto racing, etc.) can contribute to branding.

On the other hand, rating size, per se, is not much of a factor. The consumer is little aware of how many other people are watching the same program as he or she is.

Thursday, July 01, 1999 #2599
Any ideas on creative placement/positioning of :10 & :15 second TV & Cable spots? We have, of course, selected programs and networks that reach our target audience based on ratings and qualitative info; however, our challenge goes beyond that. We've reviewed book-ending, road blocking, double spotting, and stripping, but can't quit seem to get that "ooh-aah" factor going. Any thoughts???

The Media Guru Answers(Friday, July 02, 1999 ):
"Ooh-aah" is a lot to expect from commercial position alone. First in pod is a favorite. Roadblocking is meaningless today. It was powerful when TV audience share was 90+% for the big 3 networks in Prime time, during the 60's and 70's.

The best ooh-aah, the Guru recalls, was use of the program star, in character, in setting, to pitch the product. A specific example was Phil Silvers as Sgt. Bilko telling his corporals about the wonders of Luck Strike cigarettes. But this was in the day of full program sponsorship, when the advertiser owned the program. It might be possible today with a fully- or half- sponsored special.

Such "product integration" is still available today on the Spanish language networks, at least.

But of course :10s and :15s offere less flexibility than :30s and integration is really long-form.

Monday, January 25, 1999 #2288
Under the new measurement system in India, we do not get Ratings. We get TVRs (about which I mailed you earlier) which are not equal to reach . To find reach, I have to do a separate analysis.

My original query was that why is TVR being used at all in the first phase. What advantage does a TVR have over the Ratings that it has replaced as a system of measurement ?

The Media Guru Answers(Monday, January 25, 1999 ):
What you call "TVR," a time specific audience, is equivalent to the U.S. term "Rating."

What you call "Rating" is equivalent to a little-used U.S. term, "Total Audience Rating, or the accumulated net audience over the duration of a program episode, or the "Reach" of that episode.

The advantage of TVR is that it gives an audience that relates to the commercial aired in the time period. U.S. reach systems are keyed to working from TVR style commercial audiences.

The total audience of a program (your "Rating") does not relate to commercials' audience, which is what a media planner is focused on.

Except in the (rare) case of full program sponsorship, the Guru sees little use to a media planner in what you term "Rating."

Friday, August 07, 1998 #1995
Hi media GURU, I have a question for you: What is the best way to evaluate an sponsorhip activity against a normal 30 second commercial? For sponsorship I mean, billboard on the stadium and/or on screen advertising during the games (sport), etc. Thank you for your advice.

The Media Guru Answers(Saturday, August 08, 1998 ):
The simplest comparison is time and audience. If your :30 commercial reaches 1 million people for :30 seconds and a stadium sign reaches an average of (for example) 20,000 people for an average of 90 minutes for 100 games. . . well, "you do the math."

In addition there's the chance of TV exposure of a stadium sign, which can be factored in the same way.

The premium value of sponsorship involvement with the team and sport is a judgement call.

Tuesday, August 04, 1998 #1990
Hello, Guru. How could we estimate TV sponsorship effectiveness for different types of sponsorship- promo mentions, billboards, tags, logo in corner, brand in corner,product placement, presents, branded dressing, etc. In relation to ratings estimation for promo mentions, billboards I found out that is would be 25% value of '30 sec. spot per item. Could you, please, introduce me into current methodologies used, research institutes conducted this kind of investigations and ,that is more important for me, findings in audience estimation per '30 sec. spot base ( or other bases). Thanks in advance. TE

The Media Guru Answers(Wednesday, August 05, 1998 ):
Apparently, you are looking for a value rather than literally "effectiveness." The 25% of a :30 value of a billboard would seem to be based on time equivalence. The same calculation could work for the other items that have an amount of time associated. Of course items that are pure visuals, like logos need to be devalued versus complete sight/sound/action items.

Judgement is your best tool.

Monday, June 01, 1998 #1879
Dear Guru, I have a local client who is looking at gradually expanding into the US / European business markets. They are looking to gradually start generating awareness in these areas. The target market is businesses / individuals interested in doing business in Africa. We have been asked to compile a report onthe following: a) Media choices - TV vs. Print etc b) Broadcast sponsorship opportunities (Sport, business programming etc.) c) Advertising Costs and potential reach, frequency for campaigns in these markets. Which medium / combination of media should they be looking at initially, and why? Where do I source information on global rates, audiences, trends? Thanks for a great service!

The Media Guru Answers(Tuesday, June 02, 1998 ):
You may refer to Standard Rate and Data Service (SRDS) for the U.S. media lists and Intrernational Media Guide for Europe.

You may find that trends are best assessed by reviewing the archives of each country's ad trade media, such as Ad Age in the U.S. or Campaign in the U.K. If you can get the media factbooks compiled by major international agencies like Saatchi (Cordiant) or Young & Rubicam, there will be convenient trend data presented.