Industrial Media Audit Tender Brief

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Industrial Media Audit Tender Brief
Moscow June 26, 2008
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Tender procedure

• Brief distribution May,19
• Briefing June,26
• Submission of tender offers Aug.,5
• Presentation of tender offers Aug.,20-
  Sept.,5
• Tender offers examination Sept., 8-26
• Announcement of the winner Sept.,30

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Project outline

• RusBrand and RACA set up a joint working group
  with the objective to launch Industrial Media
  Audit project in 2008.
• Industrial Media Audit is aimed at providing
  transparency to the TV ad pricing and allowing a
  market player (advertiser) the opportunity to
  evaluate its prices vs. the relevant group of
  advertisers as well as to forecast prices for the
  coming period

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Tasks for Media Auditor

• Tender task consists of 2 parts that correspond
  to two tasks that media auditor will face
• Provide quarterly based analytic report on
  results of analysis and data digestion. Data is
  submitted by Media Sales Houses in accordance
  with procedure approved by the Industry
• Provide once a year forecast report on national
  TV price chenge.

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Tender task Part 1 Analytic report
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Tender task Part 1 Analytic report
Provide analysis of data submitted by the Sales
Houses

• An offer should contain
• Analytic report
• Proposal on initial Sales Houses data
  interpretation that satisfies with aims of
  Industrial Media Audit
• Data extraction and interpretation/digestion
  methods description
• Method providing for Analytic report
  description
• Description of resources necessary for the
  project implementation
• Quarterly Analytic report budget proposal

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Initial data

• Agregated data on conditions for national TV
  placement on committed deals
• Official price-lists of TV channels
• Other sources

• - Submitted Initial data is the final data
  volume, that industrial Media auditor receives
  for analytic report.
• - Data that Media auditor may use in the work
  but this data must be gathered\purchased by Media
  Auditor

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1. Info on placement conditions
Media Sales Houses
Data for media audit is submitted by all sellers
of advertisement on national TV. In fact data
should be submitted on all committed deals within
the period
Financial auditor
Data are submitted within the interval (worst
conditions/best conditions) on advertisers groups
(depending on size of ad budget) for different
groups of channels. Example of data see
Appendix ?1.
Industrial Media-Auditor
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2. Official price-lists of TV-channels

• Published by Media Sales Houses
• In the framework of the tender come with tender
  task (Appendix ?2)

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3. Other sources

• Analytic articles in mass media
• Data from TNS Gallup Media and TNS Gallup Adfact
• Any other source

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Parameters of tender proposals evaluation

• Main
• Correspondence of the analytic report with
  Industrial project goals
• Volume quality of digested information
• Possibility of putting into practice
• Data extraction and interpretation accuracy
• Additional
• Project team
• Quarterly Analytic report cost

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Tender task. Part 2 Forecast report
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Intro

• Today there are two companies (Media Sales
  Houses) Video International and Gazprom Media
  (before NTV Media) that provide forecast of
  demand on national TV
• The Industry is interested in the independent
  auditor that submits independent and reliable
  forecast of the highest quality
• Forecast must not be limited to price change
  analysis. It is assumed necessary to analyze
  macroeconomic situation as well as major market
  trends and developments, dynamics and structure
  of demand on ad time on national TV
• There is no limit as to concrete methods of
  prognosis or data sources
• As a result we expect getting authentic proposals
  allowing to make the right choice of supplier and
  launch Industrial Media Audit before the end of
  the year

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Tender task. Part 2 Forecast report

• To make an offer that contains
• Data sources that will be used
• Model of forecast
• Arguments for the used forecast model
• Description of resources that are necessary for
  implementation of the project
• Cost for making Forecast report once a year

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Parameters of tender offers examination

• Main
• Evaluation of the forecast model by
• Correspondence of model to objectives and
  requirements of this brief
• Possibility of putting this model into life. In
  particular availability of reliable information
  necessary for the work of the model
• Additional
• Project team
• Cost for making Forecast report once a year

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Appendix
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Sales house data template

• In this table there is information that media
  auditor will receive from financial auditor

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Price list example