Panno’s appointment parallels the expansion of MediaVision, Telmar’s philosophy and platform that ensures accountable advertising outcomes through integrated marketing and media planning processes.

Telmar’s alliance with Rex Briggs’ Marketing Evolution has helped advance MediaVision by dynamically incorporating key performance indicators into media planning. Panno will continue to take a lead role in this venture as a champion of both real time, and ROI-centric media planning.

“With marketers both having access to and grappling with large amounts of data, new media alternatives, a changing consumer purchasing dynamic and multiple technology platforms, the industry needs professionals with vision and the capacity to create meaningful solutions. Corey Panno is exactly that type of leader,” said Stanley Federman, Chairman and CEO, Telmar.

Panno added, “It is an exciting time for Telmar, and the industry. I’m looking forward to challenging ourselves and our clients worldwide to explore new models of media planning efficiency and efficacy.”

A media planning expert, prior to joining Telmar in 1989, Panno held media planning roles both on the agency and client sides at J. Walter Thompson and the Bristol-Myers Company, respectively. Panno joined Telmar as an Account Executive, and was quickly promoted through the positions of Manager of Client Services, Director of Product Quality and Production, and the corporate position of Global Director of IT and Product Design.

In his 20 + year tenure at Telmar, Panno has stewarded significant periods of growth, particularly in the design and development of Telmar’s unique software distribution system, eTelmar, and many of Telmar’s software and data management products and services. Mr. Panno has been President of Telmar’s US and Canadian Business Units and a member of the senior management team for Telmar Group Inc. since 2009.

About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, digital and print publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For digital and print publishers, broadcasters and outdoor operators, Telmar offers the ability to collect, store and manage media research for media planning, media sales, revenue management and optimization. Telmar has offices around the world and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.telmar.com.

Hi Guru, I know that the formula for calculating combined reach of two media is (a+b)-((.axb). Please how do we calculate when the media that are used are more than 2? Say they there are three or four media used in a plan, how do we calculate the combined reach for the three or four media? thanks.                    

Each medium is added to the combination in the same way. In other words, the first combination becomes your new “a” and the new medium is a new “b.” This can continue for as many media as necessary. Just to be clear, the two media formula should be stated as (a+b)-(axb)                      

What’s the history on how a radio format switch affects other stations in the market?

Media Guru Answers:

In general, naturally, other stations in the new format feel increased competition, and stations in the abandoned format feel lessened competition.
A new format unlike any other will have less predictable results.

If a station enters a format and does something so unique and appealing that it builds new interst in that format, others in that format may benefit.

To understand better, identify cases where this has happened and track the actual reults in Arbitron.

Is it possible to Calculate average of cpp for a country during one year? how? can we calculate it by Media monitoring ?

Media Guru Answer:

If the country has a source measuring spending and GRP, as we have here with CMR (Competitive Media Reports) and Nielsen Monitor+ or a CPP projecting / reviewing system like SQAD, then one can readily estimate annual average CPP.

Media monitoring, on the other hand, is a system the Guru understands as a reporting of advertising occasions, so even if GRP are included, you won’t get to CPP.

Media Guru Question:

Dear Guru – I have a question about calculating the average rating per spot of a TV campaign which includes spots of different lengths (I work for an International media owner based in London). I have always been told that reach and frequency are always calculated using the un-weighted numbers. However, is this also the case when calculating the average rating per spot? Ie. is the calculation “unweighted GRPs / no. of spots” or “weighted GRPs / no. of spots”. Thanks a lot!

Reach and rating are calculated using unweighted numbers.Weighting for unit length is a technique for comparing values, but not an actual audience measure.

What media did Levi’s use in their “Go Forth” Campaign?

Media Guru Answers

Two great resources for this and other similarly important questions are

1. CMR (Competitive Media Reports)

2. Nielsen Monitor +

Please send keep directing your good questions to the Media Guru on AMIC

http://www.amic.com/guru/askguru.asp

We’re so committed to getting you the information you need, we’ll even put links to our competitors on our website.  

Hi Guru, What is the minimum length of viewing time when someone is in zapping mode, 1 minute of stay at a channel or more than 1 minute?

Media Guru Answer:

Assuming you are asking about Nielsen’s metered measurement rules: 
Whether zapping or not, 31 seconds of viewing in a minute is required to be counted in that minute’s audience.

Media Guru Answer: The answer varies by demographic, daypart, whether you’re counting markets from the top down and how efficient your network vs spot buyers are. The approach is to use SQAD or whatever your local CPP records source and add market CPPs until the equal your national CPP.

The break even could come around 50% – 75% US.

Media Guru Answer: TV/Radio inventory gets tight, driving prices up. Political candidate ads get the lowest unit rates of the last 45 days (primaries) or 60 days (elections). Others can’t compensate by getting bonuses.