15 matches were found
- Thursday, September 28, 2000 #3851
Oh great and powerful guru...
I've just read a series of responses concerning GRPs and wearout. Most questions seem to be based on X # of GRPs but no mention of reach or frequency. The real answer may lie in average frequency. If your GRP of 1000 is 1000 reached 1 time wearout is not a factor. If the GRP is 50 frequency for 20 reach, it's time to change spots. Am I'm living on a different planet or am I close to understanding something?
- The Media Guru Answers(Friday, September 29, 2000 ):
You are quite correct; the key audience metric in examining wearout is frequency.
But media people use boxcar GRP numbers as a general reference for schedule magnitude. Any reasonable TV mix of 1000 or more GRP will deliver about 85 - 95 reach for a typical demographic, making the average frequency about 11. The range in this discussion is therefore pretty narrow.
Some set a wearout standard according to frequency in the next-to-highest quintile, something like "when the next-to-highest quintile has a frequency of 20+." Even this kind of standard doesn't give greatly varying results across reasonable mixes of high numbers of GRP.
- Monday, September 25, 2000 #3835
Guru, In broadcast planning, what is the generally accepted maximum number of GRPs per schedule when there is only 1 creative spot? I have heard 1000 GRPs as a guideline, do you agree? Is this true for TV and radio? Thanks for your help.
- The Media Guru Answers(Tuesday, September 26, 2000 ):
1000 is low, but it also depends on the lenght of time over which the schedule is spread.
Click here to see past
Guru responses about wearout.
- Wednesday, August 23, 2000 #3737
I am trying to figure out the wearout for print. My target is African Americans 12-24 and 18-49. All I have is the FY reach, freg and TRPs. What would be my next steps?
- The Media Guru Answers(Monday, August 28, 2000 ):
There are no accepted standard formulas for wear-out. By the nature of print, which tends to yield high reach adn low frequency, there is generally less concern about wear-out than in broadcast.
Some of the broadcast rules-of-thumb for wear out include "over 20 frequency in the second highest quintile" or "2000 GRP.
Niether of these are likely to occur in print. Custom research may be the only real way to evaluate this. Start with Starch.
- Friday, March 10, 2000 #3307
- The Media Guru Answers(Friday, March 10, 2000 ):
Click here to see past Guru responses
- Tuesday, January 11, 2000 #3108
I am working on a preliminary recommendation--a branding awarness campaign for a bank that currently does product advertising but no image advertising. Thre are three levels of spending that will be discussed. The question that I have is what freqency levels should be achieved to have not only a increase in awareness, but also influence the target to switch banks. It is a competitive banking market. What do you think of these reach and freq levels based on 4 weeks of advertising?? The media mix for the first 2 includes TV and Outdoor/Transit and the last Outdoor/Transit. There would be 1 TV commercial, 2 messages for Outdoor and 2 messages for transit. So, I am not concerned that much about wearout as having adequate effective frequency levels. Schedule #1 91% reach/14.6x; Schedule #2 is 90%/11x ; #3 is 79%/9.9x please let me know what you think of these frequency levels. Thanks
- The Media Guru Answers(Monday, January 17, 2000 ):
When you evaluate media schedules which include out-of-home media, considerations of "effective" frequency go out the window. The nature of these media is to amass enormous levels of frequency behind simple, undetailed messages. Statistically, any of these schedules would have plenty of effective frequency, although you haven't mentioned the effective frequency in your details. The most effective schedule would be one of the first two, and the best of those is the one with the higher reach and frequency. Apparently the second costs less than the first.
- Thursday, August 19, 1999 #2726
I buy a base level of 500 Ad 18-49 TRP's per week; a typical flight will run 4 weeks --- for a total of 2000 TRP's. From this base buy, we usually split the base buy in 1/2 trafficking in two different spots (1000 / 1000 TRP's). At what level do you think that wear out will occur? Thanks for your help.
- The Media Guru Answers(Thursday, August 19, 1999 ):
What is your definition of wearout? A frequency level? A decline in ad awareness? A sales decline? There are may ways to set wearout.
One of the oldest, and easier to use because it is defined entirely by media measurement, is a certain frequency level in the next-to-highest quintile, perhaps a frequency of 20.
Depending on daypart mix, this might mean wearout at about 2000 GRPs for a spot.
- Monday, July 12, 1999 #2623
Reciently I have read a couple of documents
that explain that you may estimate wearout using an
equation(applying quintyl analysis). I would like to
know if there is any equation to estimate hoe many
grp's per version you need to generate awareness.
As always thansk in advance.
- The Media Guru Answers(Monday, July 12, 1999 ):
Any number of GRPs generate some awareness. So the question is how much aweareness do you want to achieve. Reach may tie more closely to awareness generation, but GRPs are easier to work with.
Also, consider whether you really care about awarness of individual commercial versions as opposed to advertising overall.
Formulas the Guru has seen generally assume some beginning level of awareness and a fall-off in any week with less than100 GRP.
- Monday, May 03, 1999 #2485
Please can you help me to find information/research on
wearout of magazine adverts. ie At what stage should
the creative be changed and does duplication of
readership play a role and if so, how?
- The Media Guru Answers(Monday, May 03, 1999 ):
Studies on the question might be at Newsweek
Media Research Index and cerainly are in theAdvertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.
Wear out will differ according to the power, memorabilty, etc, of each piece of copy, of course.
Naturally, duplication plays a role. It is frequency which causes wear out. Higher duplication is another way of saying quicker building of frequency among those reached.
- Wednesday, March 31, 1999 #2422
Is there any literature on Advertising Decay... more specifically - on the wearout of TVCs - and when is an 'optimal' time to replace them.
I would assume that the above is a function of a host of subjective parameters - copy, message, audience profile, etc... but are there any studies / models you could suggest as a starting point ?
- The Media Guru Answers(Thursday, April 01, 1999 ):
Try Advertising Research Foundation InfoCenter For details about the library, call 212-751-5656, extension 230; Newsweek
Media Research Index and ESOMAR, the European Survey, Opinion and Market Research Organization.
- Thursday, September 17, 1998 #2048
We have a client who is interested in utilizing Network
Radio over a two-month period (January and February) to
help maximize the awareness of a new brand. Is there
any research that correlates radio TRP levels with
brand awareness levels to give us some direction on
how many points we should buy for the period without
generating too much wearout?
we should buy?
- The Media Guru Answers(Wednesday, September 23, 1998 ):
Awareness is more likely to correlate with reach/frequency than TRP's. Only those reached can be aware. The same level of TRPs might reach 40% of a target or 60% depending on the schedule.
The Guru has seen research that shows that any level below 100 TRP a week in TV allows awareness to decay.
Most research on wearout which the Guru has seen ties wearout to frequency i.e. a commerical is worn out (loses sales effectiveness) after "X" exposures. This may be expressed as the frequency in the next-to-highest quintile. I.e. the 40% most exposed to the commercial would have "X" or more exposures. 25 exposures might be the threshold level you choose. This level would occur at about 200 TRP/week for 8 weeks, which is more than the Guru would guess you would buy.
By the way, one Adult 18-49 plan with those quintiles would have a 66 reach. Another plan with the same TRP's and different schedule could have an 85 reach and just 22 exposures in the next-to-highest quintile.
- Friday, June 26, 1998 #1927
Are you aware of any published research that indicates
at about how many GRPs recognition (or even recall)
measures begin to level off?
- The Media Guru Answers(Saturday, June 27, 1998 ):
There may be many such studies, most likely available through the Advertising Research Foundation library or Newsweek
Media Research Index. However, when such single variable sudies are published, it makes it all too easy to overlook the fact that the creative carries the greater burden for your measures. Thus the perpertual questions about how many GRP = wearout.
- Thursday, March 26, 1998 #1554
Has there been any research done recently (in the 1990's) on Print advertising wearout?
- The Media Guru Answers(Monday, April 06, 1998 ):
Major research if this sort would have been reported in
the Journal of Advertising Research
- Tuesday, March 10, 1998 #1523
What is the recommended duration to run an initial online campaign drawing traffic to a new web site. 2 months? 3 months? Will there be message wearout? Also
should banners be changed weekly?
- The Media Guru Answers(Tuesday, March 10, 1998 ):
- Since your server log will tell you how traffic is
building, plan to run the campaign until a desired traffic
level is reached or until the growth curve flattens.
- The research seems to indicate that there is a sharp
fall-off in response after 3 exposures to a banner. So
wearout will be fairly rapid, if you place your banners on
sites with a lot of repeat visitors instead of high
turnover, or on related sites that get the same visitors.
- Friday, May 16, 1997 #1347
Do you have any recent information about magazine advertising wearout?
- The Media Guru Answers(Friday, May 16, 1997 ):
Research Foundation and Newsweek
Media Research Index are good sources for such
research. The Magazine Publishers' Association, (212) 752-0055,
also has an extensive research collection.
- Saturday, October 21, 1995 #1831
The big one-humour in advertising! Any studies on the impact on recall brand awaresness, sales, wearout/decay, product category relevance and cultural differences All pointers welcome! firstname.lastname@example.org
- The Media Guru Answers(Saturday, October 21, 1995 ):
The ARF library, which is for members only, is the foremost collection of such material. AAAA and ANA members can access the ARF library through those organizations. The Newsweek Media Research Index, online at www.vmr.com/research is a possible source as well as is any library's index of AdAge articles.