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Media Guru

Guru Search Results: 9 matches were found

Saturday, December 18, 2004 #6721
Hi Media Guru. We're a national advertiser who uses one agency for TV planning and another for buying. Typically, what role does the planner play. I've found I'm mostly getting recommendations on how to flow the media (e.g., GRPs p/wk, number of hiatuses) and broadcast-type (syndication, cable, prime or sports). Where the buyers reco. networks, evaluate value add and negotiate the buy. I feel like I'm not getting much value from the planners. What's your thoughts on what the planners role shuold be on planning TV?

The Media Guru Answers(Sunday, December 19, 2004 ):
"Value" is a matter of what you get for your money. If media planning is an included service of an agency you are using for everything short of TV buying, than the planning may be a good value. If, however you are using a totally separate agency for TV planning, which means only "GRPs p/wk, number of hiatuses) and > broadcast-type (syndication, cable, prime or sports)." than it is hard to think it's a good value. The value of media planning is to look at all communications needs and recommend what should be done across all media, not simply TV. On the other hand is your plan looks at all of this, then one agency should be capable of doing what are now separated TV planning and buying functions. This does not necessarily mean that either your current TV planning or buying agency is the right one to combine the functions.


Tuesday, December 10, 2002 #5673
Hi. I'm working for a company that needs a basic explanation of how the syndicated television market works (specifically as it relates to clearance). Do you have any recommendations of free resources for information on syndication? Thank you, media guru!

The Media Guru Answers(Sunday, December 15, 2002 ):
Contact a syndicator for the basics.


Thursday, August 01, 2002 #5445
Guru, thank you in advance for helping out. In our market, the TVC time is monopolized by a single government owned body and it doesn't sell spots on a GRPs(or TARPs) basis. I was wondering in markets where they DO, the CPP, once fixed for a certain T/A, is something guaranteed right? or is this also up for negos. Could please explain.

The Media Guru Answers(Thursday, August 01, 2002 ):
In the US, whether cpp is guaranteed varies by media type and buying circumstances, among other things.

For instance, small spot or scatter network TV buys are not typically subject to guarantee. Network upfront or syndication typically is guaranteed.


Tuesday, May 14, 2002 #5285
Hi, Guru. I work for a small agency that serves several regional clients. We have an opportunity for some national business which would require that we know how to plan and purchase network television. I've been buying spot for about 8 years, but have no clue how to even start a network campaign. How does one "learn" how to buy network? Are there workshops or seminars?

The Media Guru Answers(Saturday, May 18, 2002 ):
The Guru never recommends workshops. The best way to learn network buying is by doing it on the job somewhere that is engaged in the process. First evaluate whether the added network business will make it worthwhile to add an experienced network buyer to your staff. If not, plan to spend a day or so meeting with one or more of the network sales people you would do business with, for extensive discussions of specific details. Meet more than one, because networks promote different angles which work in their own favor. Keep in mind also that national cable and syndication have important differences from network.


Friday, October 12, 2001 #4787
I was reading through MediaWeek.com and saw a note saying "due to no barter in the mix, there are no current national ratings for X syndicated show". What does this mean?

The Media Guru Answers(Monday, October 15, 2001 ):
Without seeing the specific article, the Guru offers the following:

There are two principal syndication scenarios.

  • Barter syndication, in which the syndicator sells some 'national advertising' spots to be carried in the program wherever it clears. The the syndicator offers the program to local station with these spots built in and some other advertising time reservered for the station to sell locally.

    Because there has been national advertising sales in this process, the syndicator will arrange that there is national ratings measurement by Nielsen.

  • In the second scenario, the program is simply sold to staions with no natioanl advertising, for the stations to sell locally only. National ratings are not needed in this process, and not relevant in advertising terms.


Tuesday, September 07, 1999 #2772
I am interested in placing radio advertising nationally. Is there such a thing as a national radio rep that I can contact?

The Media Guru Answers(Monday, September 13, 1999 ):
Interep and Katz are the largest national radio reps.

There are also network and syndication options.


Wednesday, September 09, 1998 #2037
I am looking for a method of calculating reach and frequency for national syndication radio vignettes. A. Does the amount of time of the vignette matter ie, 90seconds, 120seconds etc. B. Is there a method of adding multiple radio station figures together and averaging out these calculations accurately. C. Is there an inexpensive source for this information on a national level.

The Media Guru Answers(Wednesday, September 09, 1998 ):
A) Length doesn't matter in reach and frequency (unless you are dealing with a commercial long enough to experience audience turn-over during its air time).

B) In syndication, usually stations are exclusive with a given geography, so the audiences are additive nationally, or may be mean-averaged across markets.

C) Arbitron and RADAR provide such data. "Inexpensive" is a matter of opinion.


Monday, August 24, 1998 #2010
Thanks for this great service. I represent a radio syndication operation that has a unique opportunity to provide a media buying service for an advertising rep firm. This firm would like us to create a network of stations that provides a 1.4 AQH Rating for A18-49 at $1,425.00 CPP. We can easily create this network of stations and get $570.00 CPP. How do we charge this rep firm for our service?

The Media Guru Answers(Monday, August 24, 1998 ):
Somewhere between $671 ($570 "grossed-up") which is what a rep might get with commission, and $1425, which is the price your client offered to pay. From there the decision will be based on your relationship and what you hope to do in the future


Wednesday, May 20, 1998 #1599
Dear Media Guru, I am developing and producing a short radio feature for barter syndication. On what basis do syndicators typically set their ad rates? I realize that the rates may be highly negotiable but are there any common formulas (based on CPM, CPP or some other data) used by syndicators to arrive at an "asking price"? Also, can you recommend any resources helpful in developing and marketing syndicated radio programming? Thanks for your help.

The Media Guru Answers(Wednesday, May 20, 1998 ):
Some of the issues in syndicated programming pricing are:
  • CPM or CPP better than spot radio pricing for similar audience size
  • Possible premium for an attractive program environment.
  • %U.S. coverage

There are numerous radio syndication companies, handling everything from Rush Limbaugh to obscure musical formats. One good way to solicit response from -- or tips about -- the right resource would be to post a message about your program to the "Radio Media" discussion list. Send your request to join the discussion to RADIO-MEDIA@adsong.com



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