Media Tools Unveiled

1
Media Tools Unveiled

• SLA Annual Conference
• Nashville, TN
• June 8, 2004

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What We Hope To Share With You

• Importance of mass media and popular culture
• Why it matters that 51 million people watched the
  season finale of Friends
• Importance of media terminology
• What TRP, HUT and Imps. mean
• Importance of media research tools
• How to determine how many women age 25-54 living
  in the suburbs have recently bought a kitchen
  appliance
• And again, why it matters that 51 million people
  watched the season finale of Friends

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Yes, We Did Watch The Friends Finale

• Deb was a media planner for the first part of her
  career before heading off to library school
• Made transition from the media department to
  marketing intelligence, now a Knowledge
  Specialist at Carmichael Lynch
• Combining library, agency and media research
  tools has helped her come at questions from
  unique angles
• She stays current on media trends and pop culture
  by being married to a media buyer

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Together

• John is the Director of Broadcast Negotiations at
  Campbell Mithun
• Leads a team of media buyers and works closely
  with the media planners
• John also teaches a class at the University of
  Minnesota titled, Mass Media and Popular Culture
• And he is a regular guest, speaking about the
  same subjects on a local Minneapolis news radio
  station
• His dreams came true the day he married a
  librarian

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Why Is The Media Such An Interesting Topic?

• We like to talk about what we know
• Average amount of time a person spends watching
  TV at home per day
• 1983 6 hours, 55 minutes
• 1993, 7 hours, 12 minutes
• 2003, 8 hours, 13 minutes

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When Will The Celebrity Chatter Cease?

• It wont
• Entertainment news shows are a staple of
  syndication and late night
• And prime time, and day time
• Celebrity news headlines cover Entertainment
  Tonight and People, but also CNN and the New York
  Times
• Celebrities have transcended their media to
  become real news items

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So Why Do We Keep Hearing TV Is Dying?

• That is a media news story in and of itself
• Viewing has changed
• Network TV numbers arent growing any more
• Houses with cable are reaching a saturation point
• 65.7 of HHs in 1993, 83.7 in 2003
• Viewing is fragmented
• Almost 2.5 TVs in the average American household
• Consumers are multitasking with their media
• Men, 18-34, a prime target of advertisers, are
  doing other things

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But With Celeb Sightings Every Day, The Red
Carpet Still Has Its Premiere Moments

• Iconic events remain, but are changing over time
• Friends Finale 1x in 10 years
• Super Bowl 1x per year
• American Idol 2xs per week
• Reality makes the celeb life a possibility for
  all of us virtually every day
• Media planners must put together a mix of
  exemplar and everyday moments to connect with
  their targets

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What Do Changes In The MediaThemselves Mean
About Society?

• Notable magazine launches have followed societal
  trends
• Have also preceded or transcended them

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Real Simple Launched In 2000

• The magazine for Life, Home, Body and Soul
• Preceded the hype about cocooning and hiving
  phenomena
• Circulation grew 24 between 2002 and 2003

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Latina Launched In 1996

• Bilingual lifestyle magazine for Hispanic women
• On the newsstand before marketers started paying
  attention to this demographic and before the 2000
  Census proved the targets power
• Adweek Hot List and Ad Ages Best Magazine in 2000

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In Touch Weekly Launched In 2000

• Devoted entirely to the world of celebrity for
  the on-the-go reader
• Challenging People and US Weekly on the newsstands

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The Week Launched In 2001

• Digest of the best reporting and writing from
  the U.S. and international press
• Time/US News/Newsweek/The New York Times
• All rolled into one for the time starved executive

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Every New TV Season,A Societal Theme Emerges

• New television shows
• Law/Medicine
• News magazines
• Crime scene investigation
• Game shows
• Reality
• Will the sitcom have a resurgence?
• Joey?

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The 2002-2003 SeasonBrought Us Escapism

• Just what the we needed after September 11th
• Not much trace of terror in the content of new
  dramas
• Comedies abounded
• 8 Simple Rules, Life with Bonnie, Less Than
  Perfect
• Domestic crime time was brought into prime time
• CSIMiami, Without a Trace
• A yearning for simpler times
• American Dreams, That Was Then, Do Over

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The 2002-2003 SeasonBrought Us Remote Control

• On the screen
• A hitless wonder until The Apprentice
• NBCs Un-Coupling
• On the DC scene
• The battle over remote control of the nations
  airwaves

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What Will The 2004-2005 SeasonTell Us About
Ourselves?

• Not what you program, when you program
• The dawn of the 52-week season
• Imitation is the sincerest form of television
• Series spin-offs
• Forensic Formulas

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Best Sellers List Can AlsoGive Us Clues About
Society

• Religion/Spirituality is just one example

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And The Box Office Also Shows Religion As A
Societal Underpinning Of Pop Culture

• 2004 Box Office Last updated on May 17, 2004
• Film Total Release Date
• 1 The Passion of the Christ 368.89 m 02/25/04
• 2 50 First Dates 119.61 m 02/13/04
• 3 Along Came Polly 87.86 m 01/16/04
• 4 Starsky Hutch 87.22 m 03/05/04
• Van Helsing 85.10 m 5/07/04

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What About All The NewsSurrounding Big Media
Mergers

• Both big media agency conglomerates, but also the
  media providers
• NBC just announced that they are merging with
  Universal
• Clear Channel is clearly dominant over local
  media choices in many markets
• Will monopolistic control of mass media lead to
  any changes in society?
• Or in government?

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So Theres Mass Media FromA Pop Culture
Perspective

• Besides being good fodder for the water cooler,
  having an awareness of pop culture can help us
  answer research questions
• Following the news of the media can help add
  insight to targeting and strategic questions
• And it gives all of us a good excuse to read
  People, watch the summer Blockbuster of the week,
  and do whatever it takes to get our media and pop
  culture daily fix

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Theres Also Mass Media FromA Planning and
Buying Perspective

• Media Departments attempt to reach the right
  people at the right time with the right message
• Planning and buying involve researching both the
  users and providers of media
• The research involves both quantitative and
  qualitative tools that can complement other
  agency resources

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Some Media Math Can Be Easy As 1,2,3

• If you know some basic terminology and topics,
  you can leave the math stuff for the experts
• Recognizing that a topic might fit under Media
  will aid in the search strategy
• Sometimes this leads to a straightforward
  approach
• Run some numbers, find an article
• Sometimes it becomes a debate about theory
• Find a book, decipher opposing white papers

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Knowing The Language Can Lead You In The Right
Direction

• DMA (Designated Market Area)
• Mutually exclusive media/marketing areas composed
  of counties that are usually contiguous
• GRPs (Gross Rating Points)
• Aggregate number of rating points in a given
  schedule for a specified period
• BDI (Brand Development Index)
• Index of a brands per capita sales in a given
  local market compared to national per capita
  sales for the brand

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And You Thought Acronyms Were Just For Librarians

• CPP (Cost Per Point)
• Cost of delivering one rating point
• HUT (Homes Using Television)
• Percentage of total television homes that are
  viewing television during a given period
• SOV (Share of Voice)
• Brands advertising spending or media weight as a
  percentage of the total category

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Basic Terminology In Practice

• Reach
• Number of different homes or persons who are
  exposed at least once to an advertising schedule
• Frequency
• Average number of times an accumulated audience
  has the opportunity to be exposed to a schedule
• Rating
• Percentage of a specific population group that is
  exposed to a single issue or broadcast
• Impressions
• Number of exposures to a media vehicle or schedule

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Basic Terminology In Theory

• Quintile Analysis
• Computed by dividing the number of people reached
  by a schedule into five equal groups
• Wear-out Calculation
• Use of frequency distribution to determine how
  many times the heaviest users of media are
  reached by a particular spot or campaign

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More Theory

• Recency vs. Frequency
• One of the longest debates in media Is it better
  to reach a target group many times over a longer
  period, or is it just important to reach them
  once if it is at the optimal moment
• For example, in packaged goods marketing
• Is it better to drive home a brand name over time
• Or is it just necessary to reach someone on the
  way to the grocery store

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The Upfront Dance And Debate

• Upfront - Annual practice, usually beginning in
  May or June, in which upwards of 85 of
  commercial time on the major networks is bought
  for the coming season
• Syndication and cable inventory also sold during
  this period
• Much talk over changing the way the upfront is
  handled
• ANA organized conference this year for sellers
  and buyers to discuss the buying process
• No major conclusions
• From just prior to the upfront to the launch of
  new programs in September, media is all about
  sleepless nights and speculation

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Research Tools Key In Determining What, When And
Where Of Planning And Buying

• Geographic
• Demographic
• Psychographic
• Media Specific
• Competitive
• Vehicle Specific

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Geographic Research Tools

• Media buys are measured against national and
  local audiences
• Detailed ratings and audience measurements from
  marketing regions down to zip codes available
• Use of geographic research tools can be used on a
  broader scale to help with strategy and targeting
• Regional differences, market size differences,
  specific market peculiarities
• Market potential

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Geographic Claritas Provides Mapping And
Segmentations

• Large marketing research and software provider
• Prime services include mapping capabilities and
  target segmentations
• Mapping useful for market analysis and site
  selection
• PRIZM segmentations for targeting
• Group examples Urban Uptown, The Affluentials,
  Exurban Blues, Heartlanders
• Data accessible through MRI and Simmons

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Geographic SRDS Provides Rates, Data And
Lifestyle Market Analysis

• Leading provider of media rates and data
• Useful for answering standard rate questions and
  looking up media contacts
• Directories published by media
• Also publishes The Lifestyle Market Analyst
• Includes DMA Market Profiles, Lifestyle Profiles
  and Demographic Segment Profiles
• Snapshot of market by lifestyle, and lifestyle by
  market

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Geographic MRI And Simmons Allow For
Evaluation And Comparison

• Pull in data from other geographic services
• Cross against full range of MRI and Simmons data
• Demographic , product/category, lifestyle,
  psychographic
• Geographic breakdowns include

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Geographic Media Specific Measurement Done On
A Local Level

• Most media audited on various levels of
  geographic specificity
• Nielsen for television
• Arbitron for radio
• Scarborough for newspaper
• Traffic Audit Bureau for out of home
• Audit Bureau of Circulations for magazines
• Interactive Advertising Bureau for online

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Demographic Research Tools

• Demographics are the basis on which media has
  traditionally been bought and sold
• Importance of being able to reach specific groups
  large determinant of media chosen
• Widest range of resources available for this
  measure
• Most based on or comparable to Census definitions
• Many syndicated research with varying audience
  segmentation capabilities

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Demographic Crosstab Functionality Allows For
Targeting Depth

• Software systems include IMS and MEMRI
• Ability to analyze age, gender, income,
  education, profession against geography, product
  usage, psychographics, media habits
• Studies include MRI, Simmons, Mendelsohn, TRU
• Ratings and audience data pulled in with media
  specific resources, Nielsen, Arbitron, etc.

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Demographic Crosstab Example

• How many women age 25-54 living in the suburbs
  have recently bought a kitchen appliance?
• Answer 6.7 million or 3.3 of the U.S.
  population
• MRI also tells us that this group is 3.5 times
  more likely than the average adult to read Disney
  Magazine
• And 2.5 times as likely to shop at Ethan Allen
  Galleries
• From a quantity standpoint, 37 read Better Homes
  Gardens
• And 71 have shopped at Wal-Mart in the last
  three months

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Demographic Crosstab Quick Take

• This data relays audience size, of target
  involved, of topic involved, and propensity
  compared to U.S.

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Psychographic Research Tools

• Psychographics capture consumers attitudes,
  needs and wants
• MRI and Simmons both include psychographics in
  their questionnaires
• Examples of measurements from MRI
• Buying Styles
• VALS (Values and Lifestyles)
• Technographics

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Psychographic Simmons Covers Wide Range of
Attitudes, Opinions, Interests

• Answers given on a five point scale from Agree A
  Lot to Disagree A Lot
• I enjoy taking risks
• The internet has changed the way I spend my free
  time
• Ill pay just about anything when it concerns my
  health
• I prefer traveling in the U.S. as opposed to
  traveling in foreign countries
• I find some TV advertising OK, but I think quite
  a lot of it is devious
• I try to keep abreast of changes in styles
  fashions
• I only buy the most trusted brand names

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Media Specific Research Tools

• Planners and buyers use historical measurements
  and calculated estimates to select and negotiate
  media choices
• Syndicated services provide consistency for each
  media
• New ways to maintain and update accuracy are a
  constant topic of attention and often contention

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Media - Broadcast Ratings Provide Timely Pulse On
Viewing And Listening Habits

• Nielsen Media Research television ratings service
  provides national audience estimates for
  broadcast, cable and Spanish language networks,
  and national syndicators
• Arbitron measures network and local market radio
  audiences
• As technology improves, People Meters continually
  evolve
• Portable People Meters still in drawn out test
  phase

44
Media Print Circulation Data Points To
Consumer Interests And Trends

• Audit Bureau of Circulations (ABC)
• 10 years of circulation data for consumer
  publications
• Audit of circulation by delivery format, length
  of subscription, area of country
• BPA International
• Circulation data for business to business
  publications
• Audit of circulation by qualification of
  recipients, occupation, industry, buying
  influence
• Reader involvement index hot topic for magazine
  research

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Media Internet Clicks And Blog Tendencies Vary
By Target Group

• Media Metrix, _at_plan, NetRatings
• Some of the companies providing online ratings
• Difficulty in matching confidence of broadcast
  and print measures
• Click thru rate has long been surpassed as a
  reasonable measure of interactivity with a site
  (or ad)

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Competitive Research Tools Provide Occurrence And
Expenditure Data

• Competitive Media Reporting (CMR) tracks data
  across media
• Software choices include StrAdegy, Ad pender,
  AdViews
• Web marketing tracked by several companies
  including Ad Relevance

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Vehicle Specific Research Tools And Media
Partners

• Media representatives
• Trade publications
• Trade organizations
• Syndicated research companies

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Media Trade Publications And Web Sites

• Mediaweek web and print resource for news and
  research
• Media Traditional and Online versions of print
  publication
• MediaLife Magazine online daily for news
  tidbits
• MediaPost articles, discussion board,
  directory, job listings, affiliated with Center
  for Media Research
• Broadcasting Cable and Television Week - news
  about the business side of TV

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Media Trade Organizations

• Media specific organizations provide industry
  research and case studies
• Magazine Publishers of America
• www.magazine.org
• Outdoor Advertising Association of America
• www.oaaa.org
• Newspaper Association of America
• www.naa.org

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Current Issues In Media Planning And Buying

• New technology issues
• Audience erosion
• Consolidation
• Upfront

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Key Resources Weve Mentioned Throughout And Used
For Definitions

• Mediaweek Marketers Guide to Media
• Media Dynamics series (e.g. TV Dimensions)
• AAAAs guides (e.g. Guide to Media Research)
• World Advertising Research Center (WARC.com)

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What Do You Do Now

• Go talk to your media planners
• Call the AAAAs
• Check out media resources
• Call media sales reps
• Keep up with trends in media and pop culture
• If you havent seen it, get a copy of the Friends
  finale. Run.

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Questions?

• Deb Rash John Rash
• Carmichael Lynch Campbell Mithun
• drash_at_clynch.com john_rash_at_campbell-mithun.com