Media and Estimates of Audience Size

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Media and Estimates of Audience Size
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Demands of IMP

• Greater importance on accurate and detailed
  target audience description
• Move from national to local
• Move from mass to targeted media
• Move from demographics to lifestyle segments
• Too much information on media patterns of
  different targets from market to market
• Narrowcasting takes time and expertise

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Budgetary Constraints

• Clients are more tuned-in
• Biggest part of advertising budget
• Negotiability of new media create substantial
  time and billing demands
• Turf wars between and within IMC departments, and
  with clients

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Accountability

• Explosion of new media creating greater demand
  for accountability
• Get beyond subjective evaluation toward concrete
  comparisons
• Started creating medium specialists
• Bottom line
• Still mainly about cost efficiency

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Changing Role of Media Planners

• More client contact and consulting
• Must become account people
• Must know who are the pioneers
• Must be versed in IMC elements
• Including promotions and direct mail
• Must be grounded in fundamentals

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Key Concepts

• Universe The whole to which each subset is
  related
• Ex. Total TV Households
• Rating Percent of the total universe that is or
  does something
• Ex. Watch Survivor

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Understanding Ratings

• Total TV Households 105.5 MM
• Survivor Viewing Households 22.5 MM
• Rating Survivor HH related to TV HH

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Calculating Ratings

• Rating of TV HH tuned to a program
• Survivor Viewers / Total TV HH Rating
• 22.5MM / 105.5MM 21.3

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Decimal Point Placement

• In Media Planning, Decimal Point Placement is
  Very Important
• Million (MM) vs. Thousands (M or 000)
• 105.5MM TV HH 105,500(000) TV HH
• Percentages converted from raw number
• Survivor Rating .213 21.3

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Calculating HUT

• HUT Households Using Television
• Ex. How many HH were watching TV from 700 - 800
  on Thursday?
• 65.5MM
• HUT Level Viewing HH related to TV HH
• Rating Survivor HH related to TV HH

• HUT Level of TV HH watching television at a
  specific time
• HUT / TV HH HUT Level
• 65.5MM / 105.5MM 62.1

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Calculating Share

• Rating of TV HH tuned to a specific program
• HUT Level of TV HH watching television at a
  specific time
• Share is different

• Share of TV HH tuned to a specific program
  among all Households Using Television
• Survivor Viewers / HH Using TV Share
• 22.5MM / 65.5MM 34.4

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Formulas

• Rating HUT x Share
• Share Rating / HUT
• HUT Rating / Share
• Rating Audience Size / Universe
• Audience Size Rating x Universe
• (Audience size Gross impressions)

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Gross Impressions

• In media, primarily concerned with accumulation
  of audience
• Each audience member exposed to the message is
  considered an impression
• Summed to equal gross impressions
• Audience size gross impressions for single show
• For multiple programs, add audience sizes
  together for total gross impressions (GI)

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Gross Rating Points

• Same logic applies to rating points
• Rating for individual programs are added together
  to calculate the total rating points accumulated
  across a schedule
• Gross Rating Points GRPs
• Ex. Rating for Program 1
• Rating for Program 2
• Rating for Program 3
• Gross Rating Points

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Media Schedules

• Rating Aud. Size of Ads GRPs
  GI
• Survivor 21.3 22.5mm 3 63.9
  67.5mm
• Friends 23.9 25.2mm 2 47.8
  50.4mm
• X-Files 10.6 11.2mm 4 42.2
  44.8mm
• Felicity 5.8 6.1mm 1
  5.8 6.1mm
• Total --- --- 10
  159.7 168.8mm

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Duplication of Impressions

• 159.7 GRPs and 168.8mm GI
• More than 100 of the Universe?
• How is this possible?
• GRPs and GI allow for the duplication of
  impressions
• Someone might see more than one ad
• Survivor and X-Files or multiple X-Files