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Media Guru 2006

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Thursday, December 28, 2006

can you provide me the correct formula for estimating or projecting TV ratings..like Feb 06 HUT times Nov 06 Share to get a Feb 07 estimate? is there a general rule of thumb, thanks

The Media Guru Answers (Thursday, December 28, 2006)

You're on the right track. It's Feb '06 HUT times latest share to get Feb '07 rating.

Thursday, December 28, 2006

Thanks Guru, our company was bought by another company that has no experience in "traditional" media - they are totally interactive. I am the only traditional MD, so I will probably be calling on you for help. I would love to find another term other than "traditional" media. I've always just called it media. Thanks and happy New Year!

The Media Guru Answers (Thursday, December 28, 2006)

As in many cases, the new rises to popular notice causing renaming of the old. Like "caffeinated coffee." So we get "traditional media," "offline media," "mainstream media." Online is just a subset of media, treated as if it were more different than TV is from outdoor, because it involves the mystery of computers.

The Guru is perfectly comfortable just saying "media." Any media plan these days ought to be considering online along side all the other options. Most of the Guru's multimedia plans now include an online element.

Wednesday, December 27, 2006

Hi - Happy Holidays. Pricing Question. Is there a benchmark (cpm) for restroom advertising? I've been told it should be on the low end of outdoor. Putting the averages at $2.0 cpm according to www.oaaa.org, however that just seemed a little low. My company’s new display will be placed above every urinal and in every stall in some local ballparks, convention centers, and bars at first? Most of these venues get approximately 150k-400k visitors per year. The display is a new wall mounted drink holder with a 4" x 6" front space for a printed ad. The statistics state that the average person uses the restroom between 2.3-2.7 times over a 3 hour period at these games/events. If I was to price this at 200,000 annual attendance average 2.5 trips to the restroom at 500,000 impressions annually that would be $900 revenue from ad sales for the year at $1.8 cpm. To me that seems very low considering that there will be 175-225 displays in some of the venues.

I complied my higher pricing figures from other signs they had in there venues bases on a direct correlation to impression figures and ad size and came up with $25 cpm. This would put all the restrooms at one of these facilities at ~1000 per month with an average 200k annual attendance. That’s more along the line of what I was thinking. Is my pricing way off. Where can I get data on this?

Basically I have thousands of dollars invested in this display and 20-25 signed leases to put the displays up when they are done being manufactured next month, however if I have to sell the ad space using the lower CPMs figures I would go out of business quick. There would be no way to service 1400 displays at 22 locations for 12k per year total. Also some of the locations only have 12-15 displays but still get 225k annual attendance. Should pricing be the same or different than a larger venue possibly with less attendance based on the number of displays even though the full audience is still reached.

Also is one 30 – 60 second trip to the restroom considered one impression? That could be the discrepancy in pricing?

Any advice would be appreciated.

The Media Guru Answers (Thursday, December 28, 2006)

First off, get away from outdoor cpm pricing. Ordinary outdoor is low-priced because of its enormous numbers, which are based on counting cars passing locations and multiplying by average passenger load. These are shorter impressions for a limited message and assume that all traffic sees the signage. Your positioning is more of a forced exposure and probably longer. It is a higher quality exposure than roadside billboards.

The trick will be to persuade prospects that the location has spcial value because it's in a bathroom or a stadium. The Guru himself is a bit put off by the idea of a beverage dispenser on a urinal or in a bathroom stall.

Friday, December 22, 2006

I am working on a media project, and am trying to locate the standard CPMs for different types of POP. For example, menuboards in restaurants, counter cards, window posters, etc. Is there a place that I can go to find a standard rate card??

The Media Guru Answers (Monday, December 25, 2006)

The Guru does not think there are any published standards. There are so many vendors and so many differences between locations. You need to contact vendors and make your own comparisons and averages.

Friday, December 22, 2006

Hi Guru,
I've bought spot TV in several markets but definately not all 210 DMA's. I have a new manager that keeps asking me about specific markets - some I've planned some I have not. It has been my thinking that if I can do a few, then I can plan any of them. Before i make a statement like that, can you tell me if that's not the case. I have all the data (Telmat, SQAD, MRI etc). Thanks again.

The Media Guru Answers (Monday, December 25, 2006)

Hi Dopey, long time no hear.

In principal, yes, you can do it. Now ask yourself: in the markets where you operate frequently, is there specific local knowledge that you have acquired that helps you make decisions about those markets, that isn't available fom your usual sources? If not, you can do them all.

Monday, December 18, 2006

Dear Guru – We are planning to launch an automotive
advertising Web portal in January serving
Pittsburgh/southwestern PA. The primary income stream
will come from local auto dealerships that will pay to
advertise their used cars on the site. In order to
justify their expense, I need to ensure that enough
car shoppers visit the site to search for vehicles,
resulting in sales leads for the dealers. I believe we
will need to get about 1500 local visitors to the site
each month in order to show enough value to the

I have received much appreciated advice from the Guru
in the past in which you recommended online
advertising, which I plan to do using pay-per-click
services through the search engines. I have also
budgeted for TV and radio advertising, but you
expressed concern with my planned ad frequency.
Unfortunately, my budget is only about $12k/month. I
currently have proposals from local broadcast TV and
radio stations. Here are the stats on each medium:

- Google, Yahoo and Ask pay-per-click ads, with an
estimated 500 total clicks (can’t seem to get more
regardless of what I’m willing to pay for each click)
for about $1500.
- Two-week radio schedule, 70 total spots (:15s),
alternating weeks with a 5.0 frequency and 150k
reach/wk (M25-54) for about $3k
- Three-week TV schedule, alternating weeks with 95
total spots (:15s) and 750k gross impressions (M25-54)
for about $7k

My radio and TV commercials are :15s that can run
independently or can be combined to create :30s.

My questions are:
1) Do these TV and radio rates seem reasonable?
2) Is television advertising really worth so much more
than radio advertising?
3) Assuming that the website/concept is useful and
interesting, do you believe that this plan can return
the 1500 visitor response that we need?
4) Would I be better off to focus my advertising
dollars differently?

Thanks for your help.

The Media Guru Answers (Tuesday, December 19, 2006)
  1. Rates seem reasonable
  2. Your TV seems to cost less than radio, on a cpm basis: TV is $7,000 for 750,000 impressions / cpm = $9.33. Radio is $3,000 for 300,000 impressions / cpm=$10
  3. The plan could generate the 1,500 visitors.

    Revisit your search engines' traffic estimator. When the the Guru tested "car" and "cars" on Google in Pittsburgh, he found about 250 clicks per day available. You may need different search terms.

  4. Consider where to find people interested in used cars. Isn't most used car advertising in newspaper classifieds currently? Consider print and online advertising in newspaper and newspaper websites' used car sections.

Friday, December 15, 2006

Dear Guru, this is my first time asking something, and because from your answers you seem a man with lots of knowledge in media, I have 3 questions.
a) My TV Plans have an average 5% difference from pre-buys to post-buys evaluations, GRP's wise.Is there a procedure that can make me be more accurate in my GRP's predictions (to be right on target with 2% difference let's say)?
b) I started to get very interested in Economatrics. Are there any publications in Acrobat Reader or Powerpoint to teach me how can I have at least a standard knowledge of Econometrics (to calculate the product life cycle, sales forecast, and most important what impact a media campaign had on sales) ?
c) Also, were can i find Ostrows model of Frequency Effectiveness (Marketing, Copy & Media Factors) ?

The Media Guru Answers (Sunday, December 17, 2006)

A) 5% range pre- to post- is excellent. 10% is considered tolerable. The Guru assumes you are equally likely to be 5% under as to be 5% over. If not you can simply correct your system to "center" the estimates.

B)A Google search. for "Econometrics" will return numerous citations

C) A Google search for "Ostrow's model of Frequency Effectiveness" will also return numerous citations, as will this link to past Guru responses on the subject.

Thursday, December 14, 2006

Maybe this is a very obvious question about Television in US, but since I'm from Mexico our Television is very different from you and I would like to understand your country in this particular medium. What is the difference between what you call: Spot TV, National TV, Network TV, National Cable TV, Syndicated TV? Is there any other kind? thank you very much.

The Media Guru Answers (Sunday, December 17, 2006)

The distinctions are about geographic differences and how one buys.

First you must understand that the U.S. is divided into about 210 different TV markets ("DMAs"), each with its own TV stations. The division is based on assigning each county to the market whose TV stations get the major share of the county's viewing. In rare cases, perhaps half a dozen nationwide, counties are split.

  • "Spot TV" advertising is bought on individual local markets' stations.
  • "Networks" in the case of "Network TV" are sets of local stations afilliated with the large national broadcasting companies to carry their programs. These are networks like Fox, ABC, NBC, CBS, or CW which transmit their programming by satellite to the stations to broadcast locally. The affiliates generally carry each program at the same time, across a US time zone. This advertising is bought from the network.
  • Cable networks transmit their programming to local cable system operators for transmission to the systems' cable subscribers. MTV, Bravo and CNN are examples. National cable advertising is bought from these networks.
  • Syndicated TV programming is broadcast by local stations which may or may not be affiliated with the networks. The syndicators have bought the broadcast rights to the programming and sell local airing rights to the stations. Advertising may be bought nationally from the syndicators. Advertising in these programs may also be bought locally as part of spot tv schedules.
  • "National TV" encompasses network TV, national cable and syndication.
  • Types you have not mentioned include spot cable; local buys through cable systems in cable network programming and true local cable; buys in locally produced cable programming such as Cablevisions' "News 12" or TimeWarner Cable's NY1

Thursday, December 14, 2006

Our client was asking whether or not the current creative we are running for our trade effort has reached a point of wearout. Any advice on how to measure/address this very subjective question.

The Media Guru Answers (Thursday, December 14, 2006)

When it stops selling, it's worn out. If you have sales tracking showing a down-turn, that's the best guide. Otherwise old and current ad awareness data is good.

Simple rules of thumb, like "2000 GRP" are too simple.

Monday, December 11, 2006

saya sedang melaksanakan tugas akhir, produk yang saya jadikan bahan GSM pasca bayar Matrix, setelah sya pelajari saya kesulitan dalam menentukan judul untuk masalah yang akan saya bahas dalam proposal, judul di tinjau dari efektifitas iklan matrix terhadap masyarakat dan apakah kartu Gsm pasca bayar masih di minati oleh masyarakat karena sekarang konsumen beralih memakai cdma . juga saya kesulita dalam menemukan market size dan market share matrix dengan kartu yang lainya ? terimakasih

The Media Guru Answers (Monday, December 11, 2006)

The Guru accepts queries only in English.

Monday, December 11, 2006

I am being offered a purchase on a media that has a private network in one of the main hospitals in Puerto Rico. The product is composed of 30 plasmas throughout different areas of the hospital were the waiting time is at least 2-3 hours. This hospital receives aprox. 186,000 people a month. What would be the best way to
calcualte CPM if the 30ss monthly spot is sold for twenty cents each?

The Media Guru Answers (Monday, December 11, 2006)

186,000 people per month seems ridiculously high for a single hospital. That's 6,200 per day, each waiting 2-3 hours. Where could they keep them?

But supposing it is accurate:

Number of people exposed ( do all 186,000 see the screens?), times the number of exposures seen in 2-3 hours would be your impressions count. Now the cost is 20 cents per what? Showing of the spot? So multiply by number of showings and divide by the impressions in thousands.

Saturday, December 09, 2006

I have a new idea and product I want to market to a company such as Google or Yahoo. It is as if the idea of internet maps did not exist and I want to approach Google/Yahoo with the patented idea and demo product to show maps with advertising along the side of the map. I need advice on how to price this to Google/Yahoo. I am open to selling or licensing.

The Media Guru Answers (Sunday, December 10, 2006)

The Guru deals with Media planning/Media buying/Media research/Media department management questions.

Wednesday, December 06, 2006

Network and National Cable Post Buy Timing:
Is there a standard turn around time for an agency to do Q'ly postbuys for these? How about reconcilliations? How difficult is it for a network to be held to delivering the Monthly desired points within the period - is that a buying guideline element? I have been hearing a wide range of answers! Thx

The Media Guru Answers (Sunday, December 10, 2006)

The post buy can be done as sson as the ratings are available. You have to determine how long a work cyucle is required to deliver the report. Ten days to two weeks after ratings are available seems reasonable to the Guru.

HOlding networks to monthly levels is a negotiations point. But what do you do if the result is under, other than getting a make-good the following month. Agreed consequences will control the standards you set.

Tuesday, December 05, 2006

Dear Guru,
My client currently splits their media budget at 50% spot tv and 50% natl cable/synd. They have asked us to cut all of their spot tv (in 30+ mkts) and reallocate some of the spend to natl cable/synd. In doing this exercise, they've asked us to show how many TRPs (by mkt) they're losing in spot tv and how much they will gain back (by mkt) in natl media. I've tried to explain to them that natl and local trps are not equivalent and we cannot equate natl TRPs on a local market basis (we're not even buying similar programming/stations). I'm not getting through to them - do you have a concise, easy explanation that I can give them as to why we can't equivalize natl trps on a mkt by mkt basis? Or am I totally missing something? Thanks!

The Media Guru Answers (Sunday, December 10, 2006)

You're missing something. It is a quibble to say you can't equivalize TRPs because the programming is different. Don't you treat spot TRPs from game shows the same as soaps in the same market?

. Converting market TRPs to national equivalents is arithmetically simple. 100 TRP in a market that is 5% of the US equals 5 national TRP. Simply take the TRP in each spot market and multiply by the markets' per cent of the US. Then add the results to get total national TRP. Similarly, cable programs have ratings in each market, which are reported in the same ratings studies you use to buy spot tv. These can be treated in the same way to look at them on a national equivalent basis.

Friday, December 01, 2006

How do you increase frequency without necessarily increasing reach? Which media forms provide for the greatest frequency?

The Media Guru Answers (Sunday, December 03, 2006)

In any given medium, frequency increases without reach increase by placing additional ad units in the same vehicle, such as multiple ads in a single print issue or single TV program episode.

The medium that is typically bought at the highest average frequncy level is out of home, where a standard "100 showing" four week schedule will have 95% reach, and 29.5 frequency (100 showing is equivalent to 100 GRP per day).

Friday, December 01, 2006

in a newspaper with 180 thousand circulation what is the minimum number of insertions that guarantees my ad is noticed by the whole 180 thousands

The Media Guru Answers (Sunday, December 03, 2006)

No number of insertions assures noticing by all purchasers of the paper. An ad on the front page would probably be noticed by almost all with only two or three insertions.

An ad in a specialized section like sports or financial may never be noticed, and may well take dozens of insertions to be noticed by 90% of readers. Like reach, it is a measure that almost never really reaches 100%.

Wednesday, November 29, 2006

Hi Guru,

My question is what cost would you pay for an advertorial page in a women's consumer magazine? Is is valued at 1/2 the cost of a page? 1/3 cost? Also, would you pay a production cost for the building of the page from a content perspective?

Thank you

The Media Guru Answers (Sunday, December 03, 2006)

Advertorial pages are usually provided as added-value when one buys a schedule. Purchased on their own, they are not inherently of lesser value than regular ads, as they are meant to seem like the publication is endorsing the product. If they don't achieve that effect, then their value may well be half or less.

If the magazine is creating the ad, especially to make it seem like editorial material, then there is a value to that service. But, again, if the advertorial is added-value with a normal schedule, it should be at no charge for production, either.

Tuesday, November 28, 2006

Hello Guru my question is about spot TV units called "bookend 15s". I'm not too familiar with them, and not sure I'm asking the question right.

I am told that in the process of buying bookends each :15 has to be counted, doubling one's points. Is it wise to halve the points to gauge a more realistic delivery of R&F? It just doesn't feel right to assume the delivery is really doubled, even thought it technically is two exposures. Your opinion is much appreciated, and thanks.

The Media Guru Answers (Sunday, December 03, 2006)

For reach calculation purposes, count the bookend :15s as one unit and use the double GRPs. Frequency then is correcltly more-or-less doubled.

Sunday, November 26, 2006

Hi,Can you refer some good resouces to find Email Marketing Companies(and their contact information).

The Media Guru Answers (Sunday, November 26, 2006)

Go to Google and enter "email marketing" as your search term.

Sunday, November 19, 2006

squad report

The Media Guru Answers (Monday, November 20, 2006)


Friday, November 17, 2006

Thanks for your answer (Yes, your site is too small for @plan, etc...You need to find agencies handling advertisers which might have an interest in the focus of your audience...) Follow up question: Are you aware of any resources for locating advertisers according to the target groups they specialize in (I've looked at Hoovers, iab, etc.) Secondly, are there listing or lead services that enable small publishers with specialized audiences to get on the radar of ad agencies?

The Media Guru Answers (Sunday, November 19, 2006)

The Guru is not aware of a resource that categorizes advertisers by their targets.

There are certainly list brokers with ad agency lists by functional title.

More practically, advertising through media trades and especially right here on AMIC are good ways to communicate with online decision makers.

Thursday, November 16, 2006

Hello Guru, I have a site that gets about 300K visitors/ month and I'd like to get our ad inventory in front of ad/ media agencies. My understanding is that we are too small to make it into @plan and other such programs. What are our options? Should we contact media buyers at various agencies? Are there listing services? Thanks for the advice, Ken

The Media Guru Answers (Friday, November 17, 2006)

Yes, your site is too small for @plan, etc. But, presumably, it is small because it is special, in having a particular audience draw. You need to find agencies handling advertisers which might have an interest in the focus of your audience and communicate with them. Direct mail or advertsing in media trades might be best if you have a good story.

Thursday, November 16, 2006

our agnecy needs to quickly get spot tv avails in 30 markets. Is there one source that can funnel this request to the stations, other than going through the indiviudual stations and reps?

The Media Guru Answers (Friday, November 17, 2006)

There have been some auction systems that allow you to post your avails but reposnses can be spotty and slow in coming.

National spot TV rep firms are few enough that it is practical to use them. You can access a list of reps through TVB at TVB rep list. You won't need to deal with all 15 of them. Those handling the stations in your markets will be only a portion of the list and the first one you contact can guide you to the others you would need. If this is too much for you, then use a media buying service.

Wednesday, November 15, 2006

Hello Guru, I have a question regarding using MRI information. When, if ever, does it make sense to use information from a single wave report rather than the Doublebase? Thanks for your help.

The Media Guru Answers (Wednesday, November 15, 2006)

Use single wave reports if:

  • There is a known problem with one wave's data, or
  • The category has been measured in only one wave

Wednesday, November 15, 2006

Thanks for sharing the knowledge Media Guru. Where an one look to obtain free demographic information for various large cities?

The Media Guru Answers (Wednesday, November 15, 2006)

Tuesday, November 14, 2006


The Media Guru Answers (Tuesday, November 14, 2006)

Monday, November 13, 2006

Hello Media Guru. Again another question. My company new to the out of home industry. We essencially provide non traditional OOH opportunities such as wall scapes and building wraps. I was wonder what would be ways in which I can be of better service to agencies/advertisiers. How could I be of greater value than just calling and trying to get the buyer/planner to purchase from my inventory? Thanks!!

The Media Guru Answers (Monday, November 13, 2006)

Understand the unique elements of your offereing. What does it have that traditional OOH does not.

Understand what the specific locations offer. Are they facing someone's key target company?

In other words, use your unique qualities.

Friday, November 10, 2006

Hi Guru. Debate came up today in how to measure impressions generated from a multi-page unit. Do you count unit as 1 impression or do you count the number of exposures as multiple impressions (ie, 4 page booklet would be 3 impressions- opener, inside spread, back cover). Curious on your thoughts.

The Media Guru Answers (Sunday, November 12, 2006)

One exposeure is one impression. Multiple pages together are not multiple exposures, just as a two page spread is one exposure. Separated pages such as one page opposite table of contents plus a back cover, would be separate exposures and therefore two impressions.

If you wanteed to apply weighting for the presumed greater impact of a multipage unit, that is a different issue.

Thursday, November 09, 2006

where I can access the SQAD report?

The Media Guru Answers (Sunday, November 12, 2006)

SQAD. It's a for-profit service, not available without cost.

Wednesday, November 08, 2006

Can you please tell me what it is you do exactly as a media guru and why you exist. I was asked to do a small research on you and I was having a bit of trouble placing it all together.


The Media Guru Answers (Sunday, November 12, 2006)

The Guru is a highly experienced media practitioner. His primary function here is answering these queries. Browse through the current Guru answers

Wednesday, November 08, 2006

I was wondering what the normal commission/pay structure is for big name publications (such as Cosmo, Maxim, People, etc). I know most local publications probably pay their sales reps 15%, but it cant possibly be that high when you are talking about agreements that are EACH worth over $150,000 per month for an ad (sometimes higher).

Thanks so much!

The Media Guru Answers (Sunday, November 12, 2006)

It varies, according to individuals' base/commission deals. Certainly well below 15%. But this is outside the Guru's area. The Guru deals with Media planning/Media buying/Media research/Media department management questions.

Tuesday, November 07, 2006

What is the potential in terms of numbers and $ of teenage girls who will be purchasing online games in the next two years and how to target them?

The Media Guru Answers (Sunday, November 12, 2006)

Friday, November 03, 2006

Hi GR-

I am working on an annual TV buy for a client and I have a few questions for you? What are good levels of GRPs, Frequency and Reach % to go by as guidelines/benchmarks? The client's target is basically everyone (A 25-54) in this market. This year (2006) he had light spot TV schedules on every major network in the market as well as some infomercial spots-all year, with no hiatus weeks. I feel like he can't be on every station with the given budget and make a impact. Please help me if you can--I just need some guidelines to consider. I have bought much more radio than TV and the TV I have bought has been very limited (small % of spot and majority cable). So this is somewhat new to me and I am beginning to panic because I am not sure I can make my budget work if I use the levels I think I need to make an impact. My client is somewhat well branded in this market but last year he pulled budget dollars from his primary market and put it in outer markets so he lost his awareness in this market. In 07 he wants to build his primary market back up, what levels do you recommend I try to work towards to refresh his awareness in this market? He also wants to break into a few new markets-what levels of GRPs do we need to break into a new market. Thank you advance for all your help.

The Media Guru Answers (Sunday, November 05, 2006)
  • In radio, people listen to stations; in TV people watch programs, so don't use the radio share of voice = impact approach to allocation of TV stations.
  • Start by thinking about what reach level you want to achieve. Reach does not neccessarily = awareness, but ad awareness will never exceed reach.
  • Put some frequency behind your reach to make sure the message is digested. How much depends on whether you have a point-in-time need for impact or you have a constant-purchase product where recency outweighs other factors.
  • Infomercials are aimed at immediate response so leave those out of your reach thinking.

Friday, November 03, 2006

When I look, for example, at the Ratings in India the Top 10 programmes in any one week always show a TVR. Can you advise me please how many homes/individuals in India equates to ONE TVR POINT? With this information will I then be able to apply this formula to all TVR's and be able to work out how many people watched any programme?
Thank you very much.

The Media Guru Answers (Saturday, November 04, 2006)

One rating point = one percent of the population universe under consideration. Unfortunately, the Guru does not have access to India's TV universe data to do the calculation for you.

Thursday, November 02, 2006

Hi Guru,

I am buying an annual buy for one of my clients. In the past I have always bought radio quarterly not annually. Which sweeps do you reccommend I use to get the most accurate projected rating? Spring 06 & Fall 05 or should I use the last four books?

Thanks for your help!

The Media Guru Answers (Sunday, November 05, 2006)

Buying annually need not mean you use only annual ratings. Won't you post and rerate at elast quarterly? If you do use annual ratings, use latest 4 books if the market has 4 per year. Don't go back more than a year.

Thursday, November 02, 2006

How much can you safely weight endorsement radio spots?

The Media Guru Answers (Sunday, November 05, 2006)

The question is very vague.

  • Weight for what? Attentivenenss, effectiveness, impact, awareness?
  • Weight GRP or another factor?
  • How relevant is your endorser? An expert in the field of your product, like a NASCAR driver endorsing your tires or merely a popular spokesperson, like Shakira endorsing your orange juice?

The simple answer might be 200%, but there are a lot of steps to get there.

Monday, October 30, 2006

I plan to buy local/spot cable in 8 DMAs. We will likely be using :15 DR spots (bookends)-I heard something along the lines of, "DR doesn't work on cable." Is this true or to be ignored?

The Media Guru Answers (Monday, October 30, 2006)

There is a lot of DR on local cable . . . a lot. One thing about DR is certain: the practitioners know what works, they wouldn't be back if something didn't work.

The Guru would note that :15 seems like a short time to complete a sell and give contact info. And short bookends around cluttered breaks seems questionable too, especially if it's a divided sell / contact info message.

Friday, October 27, 2006

What are the differences between spot, cable and network television buys and which is best for a smaller budget and limited markets?

The Media Guru Answers (Sunday, October 29, 2006)

Broadcast network television buys cover the entire US (or major regions), delivering commercials simultaneously (or same time by time zone) through all the local broadcast affiliates of the network.

Spot television buys are placed with local broadcast stations. which may be network affiliates or independents. These stations each generally cover a single one of the US's 200+ Designated Market Areas (DMA's).

Cable has network and local options as well. Network cable, such as CNN or the Comedy Channel covers the entire US that subscribes to the network, which may be as many as 90+ million homes. One may also buy local cable through the various system operators in a specific market or spot cable which delivers all the cable operators covering a particular DMA or group of DMA's. There are sales organizations which sell local cable on a DMA basis.

When a marketer's distribution area is much less than national, spot options are a more effective investment. There is always a point at which network becomes more efficient to buy. This may be 50-75% of the US, depending on which markets are on your coverage list and your target demographic.

On an out-of-pocket basis, buys of single local cable systems are least costly. If you are supporting retail locations in small definable areas, this can be an effective apporach.

Thursday, October 26, 2006

We do not currently utilize tools that can capture Print Campaign Impressions in our media schedule. How do you manually calculate Print Impressions by Publication & then for the entire Print Campaign?

The Media Guru Answers (Sunday, October 29, 2006)

For newspapers, start with circulation, which, of course you would have. This is your number of copies. Then get readers-per-copy from a source like NAA readers-per-copy. Number of copies X readers-per-copy = impressions per issue.

For magazines get audience impressions at a site like MRI+.

Print media you would be working with can supply circulation, audience and readers-per-copy data.

Thursday, October 26, 2006

Guru can you please tell me how to convert TRPs to Adlocks or if it is possible? Thank you.

The Media Guru Answers (Friday, October 27, 2006)

The Guru does nor recognize "Adlocks" as a media term.

Tuesday, October 24, 2006

Do teenage girls who play online games, whether casual or more sophisticated, are willing to pay monthly subscriptions fees to play?

The Media Guru Answers (Sunday, October 29, 2006)

comScore tracks gaming. MRI Teenmark and Twelveplus Datababses track PC gaming. The Guru does not know of any source that specifically reports teen girls willingness to pay for online gaming subscriptions.

Tuesday, October 24, 2006

What does it mean Adstock & how to calculate it?

The Media Guru Answers (Tuesday, October 24, 2006)

Wikipedia offers Broadbents' explanation.

Monday, October 23, 2006


The Media Guru Answers (Tuesday, October 24, 2006)

Sunday, October 22, 2006

Hi Guru, Can you please suggest a buying software for spot television that is affordable, for a small, one person agency?

The Media Guru Answers (Sunday, October 29, 2006)

"Buying software" is a very general term. It could mean ratings analysis, or financiual stewardship of buys. At low cost, AMIC's own eTelmar suite is a good start.

There are many others on the market, such as MarketingPilot and Strata.

Wednesday, October 18, 2006

When you consider reach and frequency levels, what are considered the upper and lower levels for reach and frequency?

The Media Guru Answers (Sunday, October 29, 2006)

In recency theory, 30 reach weekly, on a continuing basis is considered a minimum by some pratitioners. 95 is the highest many will consider reporting.

Obvioulsy 1 is the irreducible minimum frequency. Some practitioners like a minimum of three (these are not the "recency" theorists). Upper limits are not really to worry about unless one is considering copy wear-out.

Monday, October 16, 2006

How do most media planners research these days? Online or print publications?

The Media Guru Answers (Monday, October 16, 2006)

The Guru imagines that more media research is accessed via computer than in printed resources. The Guru is not, however, is not aware of any surveys supporting this conclusion.

Saturday, October 14, 2006

Hi Media Guru,
Ours is a newspaper publication. i work for the Online version of our newspaper.I would like to know the current trends in The online advertising market. As in what do other companies; news paper publications or media related companies plan up for thier online advertising strategies for thier clients. and also what is the general trend when it comes to advertisers needs and demands as of now? what colud be the differnt ways in which we could also promote our website among the public. But my my main concern is as what are companies doing regarding thier online advertising strategies?

The Media Guru Answers (Monday, October 16, 2006)

This question is very broad and very vague. The answer could be a year's reading of Media magazine.

Friday, October 13, 2006

Dear Guru,

Can you tell me the names of media audit companies that track
internet advertising spending for pharmaceutical brands. I'm looking
for data that includes where a specific brand is spending their money, how much, and what types of online promotion they are doing
(banners, site-lets, logo sponsorships, resource centers, etc.). I'm looking for online promotional activity to Physicians as well as Consumers.

Thank you!

The Media Guru Answers (Monday, October 16, 2006)

Friday, October 13, 2006

What is the pass along rate for newspaper?

The Media Guru Answers (Monday, October 16, 2006)

See The Newspaper Advertising Association. Go to the "Research" tab.

Wednesday, October 11, 2006

Dear Media Guru,
When is it appropriate to include online in the media mix and typically how much of the marketing budget should go toward the online channel?

The Media Guru Answers (Wednesday, October 11, 2006)

It is always appropriate to include online, since the majority of the population spends considerable time with this medium. Many spend more time here than with various other media such as print, especially younger targets. You need to examine marketing goals on a case by case basis. Direct sales, for example, will move you toward online quicker.

Tuesday, October 10, 2006

I am lookin ginto local e-newsletters in the Pittsburgh area and wondered if there was an easy way to do this?

The Media Guru Answers (Wednesday, October 11, 2006)

Think of organizations in Pittsburgh that might put out such newsletters and get in touch. Contact the biggest general enewsletters and ask if they can sell Pittsburgh distribution separately.

Thursday, October 05, 2006

I have gross impressions from a cable buy for an Adult 35-64 traget. My client has me to convert that into impressions against a Men 18-49 target. What media formula can I use to do this?

The Media Guru Answers (Wednesday, October 11, 2006)

If you assume that the programming has the same appeal among M18-49 as it does among A35-64, it's easy.

  • Calculate A35-64 GRP: A35-64 impressions ÷ A35-64 population = A35-64 GRP
  • Assume you have the same GRP among M18-49
  • M18-49 GRP X M18-49 population = M18-49 impressions

Keep in mind that GRP are percentages, so 50 GRP is treated as if it were 50%.

Now the assumption of equal appeal among both groups will probably be erroneous, so you should really investigate the actual ratings for M18-49 in your schedule.

Wednesday, October 04, 2006

How do you calculate GRP's on the internet? I work on several co-ops for a national fast food company and they have determined that 10 GRP's/wk is a good level for a maintenance schedule on the internet. Thanks

The Media Guru Answers (Wednesday, October 11, 2006)

GRP's are always impressions ÷ universe and expressed in percentage. That is, if the impressions = 100% of the universe, it's 100 GRP.

In internet planning, you have the choice of whether to consider the entire population in your univerese or only the only portion of the population. The Guru usually works with the total population so that online GRP will beare comaparable to those of other media.

Tuesday, October 03, 2006

Hi Guru,
Do you know of any resources that would compare the effectiveness of an impact unit (four page booklet) vs. a traditional page?

The Media Guru Answers (Wednesday, October 04, 2006)

Tuesday, October 03, 2006

Can you provide a general statistic for Awareness as a result of a stand-alone, postcard Direct Mail campaign? We're not looking for purchase, just awareness.

The Media Guru Answers (Wednesday, October 04, 2006)

Tuesday, September 19, 2006

We have a health care client that has specfically asked for Quantative data to back up our planned reach and frequency for a buy. We have used Ostrow's model and have determined a 4.4 frequency. Is that a weekly frequency? or the standard 4 week frequency? Over how long do we sustain that level? It's a fairly new brand in a highly competitive market where we are clearly #2. The client has asked for specific examples of R/F levels used by other advertisers (especially in our category). He is concerned about message wearout and consumers being innundated with his healthcare message along with all other healthcare messaging (competition, pharmaceuticals...).

The Media Guru Answers (Saturday, September 23, 2006)

You are working with a four week frequency.

Sustaining period depends on issue like budget, and seasonality as well as competitve pressure.

Many healthcare categories are very heavily advertised and others less so, so the media climate is a valid consideration. Consideration of the overall pharmaceutical messaging is less so, in the Guru's opinion. Yeast infection remedies' messaging most likely pass relatively undigested by potential prostate problem patients.

Monday, September 18, 2006

Hi! Can you give me a ball-park figure of TV advertising cost per 000 audience reached in US National as well as Regional TV? How does thi compare with European prices? Thanks from Italy!

The Media Guru Answers (Saturday, September 23, 2006)

The best source of this kind of comparison is one of the major, multinational agencies or media services, such as or McCann

Friday, September 15, 2006

Is there a way to calculate GRPS for media tactics in unrated markets?

The Media Guru Answers (Saturday, September 23, 2006)

There are various approaches and considerations:

  • Assume same rating as same tactic in most similar sized, rated market
  • Adjust for media competition e.g. if unrated market had 4 broadcast stations and rated market has six, share in unrated market will probably be greater.
  • This could be refined by the nature of the stations, i.e. affiliates or not, affiliates of the major networks or not, etc,
  • ONe can also look at national rating / share, if any for the same "tactic"

Monday, September 11, 2006

How do I find out the top rated broadcast and cable programs amoung women 18-49 during last seasons sweeps and the most recent ratings period? I do not currently have access to Nielsen or a media agency. Thanks in advance for your assistance.

The Media Guru Answers (Friday, September 15, 2006)

These data are frequently reported in trade media and general news media. Google search should track it down.

Thursday, September 07, 2006

Is there a single source (a rep firm?) for finding out about military media (U.S. based)?

The Media Guru Answers (Sunday, September 10, 2006)

Thursday, September 07, 2006

Hi Media Guru. I have a question that I'm looking for a general answer (I know that there are many different situations that would allow for many different answers- but please try!) If I am building a media plan using TV as part of a media mix (including radio and print) can you give me a very general answer as to how many points per week over how many weeks would be a MINIMUM. Target is Men 35-64. The client is only interested in news dayparts. I'm having a hard time wrapping my hands around this. I'm saying for a maintenance type schedule, we could run a minimum of 75 points per week because the dayparts are so concentrated and news viwership is loyal. the client is insistent that they've been told by their old agency they need 120 GRPS per week. I'm thinking they would be correct if the dayparts were more open. We're getting additional reach through radio and print. Any thoughts? Thanks.

The Media Guru Answers (Sunday, September 10, 2006)

You're saying 75 for "maintenance," but what's the rationale for the 120?

These issues always come down to what the communications goals are. Is it a reach level or a frequencey level or an effective frequency level? You can't argue against someone else's unsupported recommendation any more than you can support your own without goals and rationales. Your 75 seems reasonable to the Guru in a multimedia, "maintenance plan."

Thursday, August 31, 2006

How do you buy network radio?

The Media Guru Answers (Sunday, September 03, 2006)

In essence it's similar to spot radio buying; but fewer vendors, more emphasis on proramming. Start by meeting a few reps.

Thursday, August 31, 2006

I have a client who is using a corporate trade/barter company for their print and online placements. I have a feeling that most publishers would rather be paid in cash instead of script or trade credits. What do you think?

The Media Guru Answers (Thursday, August 31, 2006)

Certainly they would. But your client is probably turning overpriced assets into value, getting rid of excess inventory and making this look good on the books. Click here to see past Guru responses about barter

Thursday, August 31, 2006

whah are the total media expenditures in South Africa in the last 5-6 years

The Media Guru Answers (Monday, September 11, 2006)

Telmar, South Africa estimates by year (R Billions [ZAR])

  • 2000 - 7,832
  • 2001 - 8,201
  • 2002 - 9,860
  • 2003 - 11,632
  • 2004 - 14,309
  • 2005 - 17,139

Note: Includes broadcasters' self promotion.

Tuesday, August 29, 2006

I am going to try and clarify a previous question... can a demographic rating (i.e A25-54) ever be higher than a HH rating?

The Media Guru Answers (Thursday, August 31, 2006)

Yes. It simply indicates that a larger proportion of the demographic is viewing than the proportion of Households. It has been common in kid 6-11 for Childrens Weekend programming.

Tuesday, August 29, 2006

Dear Guru,
Please tell me more about the ClearChannel less-is-more initiative on radio.Just read a line on it somewhere.Thanks

The Media Guru Answers (Sunday, September 03, 2006)

Friday, August 25, 2006

Dear media Guru-
I am intersted in purchasing in a Conde Nast publication but would like to buy space locally or regionally (I know that MNI allows you to purchase Time Inc. magazine space in local markets). Is there a company that sells Conde Nast space on a local or regional level?

The Media Guru Answers (Friday, August 25, 2006)

MNI has much more than Time, Inc titles, including several from Condé Nast. Take a look at the MNI Luxury package, for example.

Thursday, August 17, 2006

im Anup,working as Account Manager in advertising agency firm Dubai,
I want to know how can i prepare a media plan,
what all i have to include in that,i have doubt about the strucher.can you plese help me by sending a template, that will be great.


The Media Guru Answers (Friday, August 18, 2006)

See the Guru's Parts of a Media Plan

Monday, August 14, 2006

what is the processes that needs to be in place when buying a rich media ad?

The Media Guru Answers (Friday, August 18, 2006)

This question is unclear. To buy a rich media ad, you merely need to negotiate with the site where it will run. To create a rich media ad you need the appropriate software. To display the rich media ad, you may need a contract with the authoring software provider, such as Eyeblaster or Pointroll.

These latter two points are not media questions.

Monday, August 14, 2006

Can A GRP ever be higher than a specific demo rating (i.e A25-54)?

The Media Guru Answers (Friday, August 18, 2006)

If you mean can the HH rating be higher than the demographic rating, yes.

If you mean is the rating of a program equivalent to the GRP of an announcement in the program, yes.

If you mean can you buy more GRPs in a program than the rating of the program, yes, (with multiple announcements).

If you meant something else, please clarify

Friday, August 11, 2006

my name is uche could you direct me to the sites where i can have useful information on media planning

The Media Guru Answers (Sunday, August 13, 2006)

Aside from AMIC, try MediaPost,

Friday, August 11, 2006

am a young student of advertising could you kindly give me some readadle materials on media planning

The Media Guru Answers (Sunday, August 13, 2006)

Tuesday, August 08, 2006

Hi Media Guru, I read many aricles about recency. One question, If we are in very competitive market, Competitors bombard consumer with heavy TARPs weight and many version of TVCs. Is recency work?

The Media Guru Answers (Tuesday, August 08, 2006)

Recency, as a concept, disregards competitive pressure. It is focused on messages being there when purchase decisons are made. How many messages is a different issue.

Friday, August 04, 2006

what is an agency of record

The Media Guru Answers (Monday, August 07, 2006)

The agency officially designated to negotiate and make committments for an advertiser. The concept apparently arose when advertsiers beghan to have several creative shops but designated one to negoriate TV another to negotiate print, etc.

Friday, August 04, 2006

Dear Guru - In a past posting I mentioned that, in addition to online advertising, I am planning a TV and radio campaign to drive traffic to my web site. I was planning for about 35 to 40 0:30 spots per month each for radio and TV, however you suggested that this is a little light, at least for radio. I have since looked at focusing my message, and I believe I can create an effective 0:15 message for both media, nearly doubling my placements for about the same budget. My question is, do you think that 70 to 80 0:15 placements each for radio and TV is more in line for a monthly schedule? Also, should I be running the same number of ads on radio and TV, or does one require more time than the other? Thanks as always. -Rich

The Media Guru Answers (Monday, August 07, 2006)

Reach and frequency-wise, this is better, but usineg :15's alone in radio is a questionable approach.

Radio, engaging only one sense needs more messaging than TV. A longer message and more of them is the rule-of-thumb.

Thursday, August 03, 2006

Hi Guru. Our client is an automotive product and they have recently been featured in a mass retailer store's ads. How would we put a value on this type of exposure?

The Media Guru Answers (Thursday, August 03, 2006)

Get the cost of the ad and assume value in proportion to the percentage of the ad's space your client occupies.

Wednesday, August 02, 2006

what is the industry average/standard CPC & CTR for an awareness (banner only) campaign?

The Media Guru Answers (Thursday, August 03, 2006)

The Guru does not think these data are available, but the best source of relevant information would be DoubleClick

Wednesday, August 02, 2006

How would you understand the demo skew of a particular competitor?

The Media Guru Answers (Monday, August 07, 2006)

Extensive analysis of the demographics of of every placement in the schedule will give you a sense of target. Male vs female may be easy. Younger vs older is somewhat easy. aArrowing to a specific cell like 18-34 vs 25-34 will be more difficult.

Wednesday, August 02, 2006

What is the process for estimating a program?

The Media Guru Answers (Monday, August 07, 2006)

The simple answer is:

Look at TV usage for the seasonal time period and adjust the most recent share of audience according to your judgemnt of the programs potential for success versu what has been in the time period

Wednesday, August 02, 2006

How much money was spent in the marketplace last year? How much is projected to be spent for this year(2006)?

The Media Guru Answers (Monday, August 07, 2006)

Sunday, July 30, 2006

Where can I find a stuff about how using promos for TV programs in Ad. break in different countries in the world (including USA), Broadcasting Authority laws, habit of positioning in the break, no. of promos per break, duration, etc.
Thanks in advance,

The Media Guru Answers (Monday, August 07, 2006)

Tuesday, July 25, 2006

Consumer magazines - I need to get copies of ads. A company named VMS does this, but their datbase is limited. Do you know of ohter company(s) who can send me copies of consumer magazine ads?

The Media Guru Answers (Tuesday, July 25, 2006)

Tuesday, July 25, 2006

Dear media guru,

Can I work out CPT for TV by taking the net cost for a TV station and dividing it by the stations total GRP's?

Many thanks in advance

The Media Guru Answers (Tuesday, July 25, 2006)

No. Costs are specific to schedules or announcements or averages of these. A station doesn't have a "net cost". or a GRP total.

Sunday, July 23, 2006

I read the response to my question. I was hoping the guru could give me a little more specifics. What is my chance of that? - Ron

The Media Guru Answers (Sunday, July 23, 2006)

If you mean "is $10-$36 the actual range in web pricing," the anwer is no, the range runs much lower and much higher. The key variable is the value of the audience, usually based on how hard they are to target. Sites selling boxcar eyeballs of no particular distinction might be priced well under $5 cpm.

Sites that can deliver an audience of Treasurers / Chief Financial Officers of Fortune 500 companies east of the Mississippi might charge well over $200 cpm.

Friday, July 21, 2006

There is a great deal of growth of product placement in online games.
However, it doesn't seem there is a standardized rate card for the
industry as far establishing the amount. I've heard from a few sources
that the rate is determined on a dollar amount per 1,000 eyeballs. That
dollar amount I've heard is anywhere from $10-$36 per 1,000 eyeballs. Is
this correct or is there some sort of equation to figure this out?

The Media Guru Answers (Friday, July 21, 2006)

Yes, cost per thousand exposures is the most common basis of internet cost. Most people have two eyeballs each. So count people not eyeballs.

Monday, July 17, 2006

I was wondering if you could help set me straight on an issue. The issue has to do with the calculation of GRPs for multiple-market schedules. What is the correct concept for multiple-market GRPs? Would the advertisers look at average GRPs over the markets? Would they look at total GRPs? Or, something else?

The Media Guru Answers (Monday, July 17, 2006)

You use a weighted average of the markets.

The weights will be market size.

Thursday, July 13, 2006

I am planning a TV buy for a client who willbe running two campaigns at once - one targeted to A65+, the other A25-54. The messages are completely different but both communicate the overriding brand message. How can I determine how to weight them since there will be some mutual impact? Treat as two independent campaigns or together? I don't want to short-change either one... Thanks.

The Media Guru Answers (Sunday, July 16, 2006)

Typically, a campaign is planned for its target, more or less ignoring the fact of its exposure to those outside the target who will be exposed anyway. Treat them as independent and weight according to the relative value of each group. If the "value" is simply reflected by the group's size, then running the same GRP level in each weights them equally. If one group is a 20% better prospect, then 20% higher GRPs is appropriate. Of course, the weighting might also be done according to spending rather than weight.

Tuesday, July 11, 2006

Hi Media Guru, I have a client who needs a POV on how we should approach media planning during an important local election. Any general guidelines you could give me on timing and possibly going dark during the final days and election week would be greatly appreciated. Thanks!

The Media Guru Answers (Tuesday, July 11, 2006)

Weight should be highest closest to election.
When all "sales" are riding on a single date, you don't let the competitor have the last say.

Friday, July 07, 2006

Hi Can you please tell me what the current (2006) average click through rate is for banner ads? All of the data I'm finding is rather dated (2004) Thanks!

The Media Guru Answers (Sunday, July 09, 2006)

The standard source for this metric has alays been DoubleClick, the largest adserving company. However they have not publicly reported such data since 2004, when the averagfe banner ctr was 0.2% and had been stable there fro some time.

More recently, ctr info has been about search and email. Simple CTR has become a somewhat scroned metric.

Thursday, July 06, 2006

Dear Guru, INTEGRATED PLAN ARE THE MANTRA OF PRESENT DAY MEDIA PLANNING, could you please tell me for a FMCG product how to allocate budget to different medium if I have to define it manually . As you know there is a model for effective frequency ,can that same apporoach be adopted for this,if yes what all parameters can be considered for this

The Media Guru Answers (Friday, July 07, 2006)

Please restate your question in simple, goal-oriented language. It is not clear what exactly you need.

Tuesday, July 04, 2006

What are basic key points on tv copy length influence on campaign effectiveness?
Naturally, creation is crucial, as well, but - assuming that creative affairs are "stable" and cost aspects are also foreseen (shorter copy is nominal cheaper)- are any findings how copy length influences on pure media campaign effectiveness indicators?
Could you give some short points on it, please?
Thank you in advance,

The Media Guru Answers (Friday, July 07, 2006)

When you say "shorter copy is nominally cheaper," the Guru imagines you refer to production not media time costs.

Typically, longer copy has more impact, better recall and better awareness generation than shorter copy. . . on a unit-by-unit basis.

But typically the cost of shorter copy is also less than longer copy by a margin that exceeds the advantages above, and therefore, reach, frequency, awareness and other campaign metrics work out better for shorter copy.

Obviously, you should work out these numbers with specific reference to your own copy and media buys.

Tuesday, June 27, 2006

If you only have enough money for 2 ads in a 12 month publication would it be best to schedule them 2 months in a row or spread out over 6 months?

The Media Guru Answers (Sunday, July 02, 2006)

Too thin, either way. "Best" depends on issues like seasonality and what else in your plan.

Tuesday, June 27, 2006

Hi guru, please i am working on an in-house presentation on creativity in media planning. the document is supposed to speak to qualitative issues outside of the regular Reach, frequency, GRP that we are familiar with. could you help with resources? Also help with definition of impact as a media term. thx.

The Media Guru Answers (Sunday, July 02, 2006)

Some other metrics and issues include

  • Engagement
  • Recency and
  • ROI

Look up each of these at the Go to the Guru Archives Search Engine. Use these as your search terms.

"Impact" is a term cients and account execs love to use without definition. Loosely, it means some sort of effectiveness. Measures that may relate include memoribility, recall, awareness, engagement, and of course, various sales measures.

Tuesday, June 27, 2006

hi guru. please am working on a document on channel advertising i.e how to direct media to point of sales, trade channels etc and i need your help. pls help, thanks!!

The Media Guru Answers (Sunday, July 02, 2006)

There are print and online channel media for various trade arenas. Start with TechWeb, VNU Global Media, Huson Media, IDG Channel World

Tuesday, June 27, 2006

Hi Guru
Our client is looking for our recommendation on how much weight to allocate to a new spot that they have created. The creative is philanthropic. Any rules of thumb on mix of non-product/product messaging?

The Media Guru Answers (Sunday, July 02, 2006)

Nothing so specific that seems to apply here.

Monday, June 26, 2006

Every year there is a new buzz word - previously it was recency. This year it's engagement. Can you please define this newest trend.

The Media Guru Answers (Sunday, July 02, 2006)

Engagement is the way in which an audience member is involved in what is being read / viewed / heard. Current thinking seems to be that the responsibility belongs more to the copy than the medium. Visit Ephron On Media for thoughts on "Engagement"

Thursday, June 22, 2006

Hi Guru, I have two questions that are more marketing than planning based. The first is regarding setting targets. I have been responsible for setting global marketing/brand objectives for the past couple of years and I have used a competitive comparison model to zero in on a stretch to achieve a comparative top 3-4 level of awareness in each region (in general we significantly lagged behind peers). While it has worked to date, it feels pretty squishy. Our executive board has asked for a review of our marketing spend next month and I can imagine them asking, "How much awareness does a financial services brand like ours need to be successful?" Any thoughts? The second question is more about marketing mix. At a global level we typically use TV, print, outdoor, sponsorship and events/conferences. Are there any general rules or benchmarks for the mix share of these kinds of vehicles? For instance, Sponsorship shouldn’t typically be more than 25% of your total comms budget…. Your ideas are very much appreciated, and if you have any additional sources I could try that too would be great. Thanks much.

The Media Guru Answers (Thursday, June 29, 2006)
  1. Regarding "How much awareness?" the Guru thinks you need to build a simple model based on a correlation of the awareness various competitors have to the "success" they have, however you define that.
  2. As to mix, there are no hard and fast general rules, Certainly any such would depend in part on the marketing climate of the country and industry.

Visit our parent company's planning tools site for some helpful ideas.

Tuesday, June 20, 2006

is there a marketing/planning book available with all mediums for advertising including costs/CPP/CPM for each medium - local and national

The Media Guru Answers (Wednesday, June 21, 2006)

No one book. Try SQAD Media Msrket Guides for broadcast media and newspaper.

Tuesday, June 20, 2006

Hi Guru. Do you know of any studies that show that continuity is important in building brand awareness?

The Media Guru Answers (Thursday, June 29, 2006)

Friday, June 16, 2006

Hi MG, Hope All is well. I've been trying to find out if stations can sell a 2-minute commercial and am getting the run-around. One cable guy suggested video on demand, but didn't explain that too well. Do you know if :60's are the max you can buy on spot TV and cable? Thanks

The Media Guru Answers (Sunday, June 18, 2006)

Since commercial pods run 2 minutes or more, it is certainly possible for stations to sell :120's. Whether the stations are willing to is another story, but some should be. The Guru has purchased them but not lately. Independents will have more flexibility than affiliates.

Wednesday, June 14, 2006

Hello! My boss is constantly trying to push 2 week TV or cable flights when our restaurant sales are down (pizz/family entertainmetn restaurants). Is there a benchmark for flight lengths I can present? Or perhaps an overall TRP benchmark? Thanks!

The Media Guru Answers (Sunday, June 18, 2006)

Nothing hard and fast. Typical short term promotions in retail tend to go150-200 GRP / week.

Tuesday, June 13, 2006

Does the Rome Report exist anymore? If not, is there another source for business-to-business competitive media spending?

The Media Guru Answers (Wednesday, June 14, 2006)

CMR (Competitive Media Reports)
still reports B2B data. It's called "B2B magazines."

Tuesday, June 06, 2006

A client has asked asked us to evaluate a direct mail couponing opportunity. What's the industry standard for coupon redemption rates? What metrics do you consider when you are evaluating direct mail proposals? Thanks!

The Media Guru Answers (Tuesday, June 06, 2006)

Monday, June 05, 2006

how do i calculate ROI on ad spend?

The Media Guru Answers (Tuesday, June 06, 2006)

The key issue is defining your "return" metric; you know the spend.

Are you looking for sales, or awarenss growth or change in intent to purchase?

Then set a base level: what would sales or awareness, etc. be without the advertising?

This might come from sales trends or a pre-campaign survey of awareness.

Then you can show that the net change in sales or awareness is attributable to the advertising and is the Return On Investment.

Saturday, June 03, 2006

In addition to online advertising, I am planning to
advertise my web site on both radio and broadcast TV.
Based on proposals from local TV and radio stations
I should be able to run between 35 and 40 thirty-
second spots each per month with my current budget.
I am wondering if it would be more beneficial to
concentrate the spots into alternating weeks (ex. TV in weeks 1 & 3, radio in weeks 2 and 4), or to spread them more evenly across the month. Any thoughts would be appreciated. Thanks!

The Media Guru Answers (Friday, June 09, 2006)

If there is no date speciific promotion and a visitor one day is as good as a visitor another day, then an even flow of support is probably best. 35-40 radio spots is a bit thin to spread over 4 or 5 weeks, even if they are all on one station in any given week.

Thursday, May 25, 2006

wear out effect

The Media Guru Answers (Saturday, May 27, 2006)

Wednesday, May 24, 2006

How do I do TV post buy analysis when actual spends data is missing (we just took over the account from other agency)? What I have only pre campaign GRPs, 1+ Reach and Frequency and Post GRPs and R&F

The Media Guru Answers (Thursday, May 25, 2006)

Obviously, the client won't be expecting you to analyze data you don't have,
assuming you have requested the budget and been told it can't be provided.
Still you can provide a comparison of all the pre / post data you do have and even compare achieved CPP to SQAD or other standard used by your agency.

Wednesday, May 24, 2006

how do you price search engine optimization and marketing?

The Media Guru Answers (Wednesday, May 24, 2006)

This is outside the Guru's sphere. Contact vendors of these services.

Tuesday, May 23, 2006

I would like you to explain to all terms as TG,CRP etc.

The Media Guru Answers (Wednesday, May 24, 2006)

Go to the Guru Archives Search Engine. Use these as your search term.

Friday, May 19, 2006

1. Is Below The Line Activity part of Media Jobs ?
2. What kind of tools to maximize our media planning ?
Thank you very much

The Media Guru Answers (Friday, May 19, 2006)

"Below the line" is generally promotional activity, which may or may not be part of media.

Events and street teams, for example are not ordinarily media activites.

Competitive spending tracking, reach and frequency analysis, syndicated data tools are among primary keys to media planning.

Wednesday, May 17, 2006

I have to construct a radio schedule for a media mix campaign, the radio campaign is a 4-week flight, we aim to reach 60%-65% of our target audience,my target audience only buys the product once in 3 to 4 weeks, hence monthly purchase cycle. So should I just plan the ad for just 1 week (beginning of the week) to coincide with their purchase cycle and the fact that the purchasers receive their salary at the beginning of the month or do I go for continuous advertising during the remaining 3 weeks. Thank you

The Media Guru Answers (Wednesday, May 17, 2006)

If you actually know that purchase are all made over a specific few days of the month, which are the same for all purchasers, then runnig your campaign for a week around those few days makes good sense. But this is an odd situation. The Guru infers that the purchase is relatively expensive, and bought by relatively lower income people who are all on the same pay day cycle. Is it an enlisted military target?

Monday, May 15, 2006

I am a traditional media buyer and I am noticing that there is a higher interest for online buyers. Since my background is traditional can you give me any information regarding a course I could take or a dvd that I could purchase. To get a better understanding of how online media works.

Thank you

The Media Guru Answers (Monday, May 15, 2006)

Saturday, May 13, 2006

Dear Media Guru,
Please could you help with the following request.
I currently reside in South Africa and would like to find out exactly all the media available in the United Kingdom and what a media planner/strategist should know when seeking employment in the Uk as such.
How do they split target markets, what research systems do they use that i should be afae with etc.
Please help.

The Media Guru Answers (Sunday, May 14, 2006)

The Guru can't give you a few years of experience in the UK in one answer. Find someone to talk with who has that experience and spend a few hours in conversation.

Friday, May 12, 2006

When considering a TV advertising schedule, it seems logical to me that I should be looking at time slots with the lowest CPP for my target demographic. If this is true, why are advertisers willing to pay a much higher CPM for some spots than others? For example, the CPM during the local evening news is $2.98 but a local spot during the network evening news is $7.24. They both hit about 150K people, so would I choose the network news? Am I missing something? I am new to TV advertising, so any advice is appreciated.


The Media Guru Answers (Sunday, May 14, 2006)

There are more considerations than cost per point. If only CPP mattered, thn radio would be more desireable than TV and outdoor would be the "best" medium.

Higher rated spots have higher CPPs. Planners place value on ratings size, for example, for various good or bad reasons, including:

  • Reach
  • ratings stability
  • higher ratings theoretically equals popularity equals engagement


More realistically, we have to consider that mere impressions weight is not always the key goal, but that's all you get buying lowest CPPs. A mix of programs, dayparts or stations yields more reach which might be the true goal, in pursuit of awareness, for example. Finding program environments which are more supportive of the message also leads to selections for reasons other than simple CPP. A good understanding of plan goals is the first step in making the best buy.

Friday, May 05, 2006

Media Guru: I have read Erwin Ephron's writings on engagement, however, I cannot find actual examples/data on how marketers/agencies actually calculate these adjustments - based on current media conditions, i.e., clutter, program attention, etc. Is this proprietary agency info or is it available from a source such as the ARF or Journal of Advertising Research?

The Media Guru Answers (Sunday, May 07, 2006)

Most of what the Guru sees from Erwin on engagement rather pooh-poohs engagement as a media plan metric and offers better ideas. See, for example, The Ephron Letter from January 2006 and Eprhon on Media from April. The Guru agrees that "Engagement" is more a repsonse to message than to media.

Tuesday, May 02, 2006

dear guru..what should be included in a sales pitch of tv channel and from where i can get information about TV channels in United Arab Emirates..

The Media Guru Answers (Sunday, May 07, 2006)

A media pitch always needs to show why the vehicle answers marketing needs of the prospect, whether it's about audience delivery, program environment or other elements that have relevant benefits.

Start with the BBC country profile on the United Arab Emirates for information regarding TV channels there.

Friday, April 28, 2006

How do I calculate reach?

The Media Guru Answers (Friday, April 28, 2006)

You need a computer with software such as that offered by Telmar.

The calculation is extremely complex. For example, in print, as input, you need average issue audience, duplication between issues of the same publication and duplication between each possible pair of different publications. These must be combined using a complex formula such as the Beta-binomial function.
There are variants of this formula, which might be preferred, depending on media type and other variables.

Thursday, April 27, 2006

Do you know if all radio stations are converting to :30 second spots or if only Clear Channel is going it?

The Media Guru Answers (Friday, April 28, 2006)

Pretty much all stations sell :30's. ClearChannel sells them at about 60-80% of :60 rates. Many others sell "units" using the same price whether a :30 or :60 is aired.

Monday, April 24, 2006

I am beginning to plan for one of my TV clients and want to allocate a portion of my GRP's to cable. Is there a "rule of thumb" as to what % should be cable vs. regular television? I have heard 10-15%. How do I need to approach this? thanks

The Media Guru Answers (Monday, April 24, 2006)

An early rule of thumb was 10-15% (circa 1985). These days roughly half of all viewing is to cable. Make your decision based on the standards of composition, coverage, reach, etc that you would use for other programming decisions.

Monday, April 17, 2006

How do I calculate unique impressions?

The Media Guru Answers (Wednesday, April 19, 2006)

Assuming you mean unique ad impressions, and you also mean for your campaign, rather than one site, you need software that measure this statistic. Typically this is handles by third party ad serving software, such as DoubleClick's DART for Advertisers or Atlas.

These companies also have solutions for web publishers.

Thursday, April 13, 2006

What is the best source for data on the canadian media market place with particular emphasis on out-of-home media?

The Media Guru Answers (Friday, April 14, 2006)

Thursday, April 06, 2006

Are there any standard industry practices for charging clients for agency commissions if schedules are cancelled? Specificaly, our client has just cancelled $110k worth of print media (for which we have already planned, negotiated and placed the schedules). We were able to negotiate out of $38k worth of short-rates. We take the full 15% commission, but have always heard standard practice is to bill 50% of the commission you would have made if the schedule ran as placed. Please let me know, thanks.

The Media Guru Answers (Thursday, April 06, 2006)

The Guru is not aware of a "standard" in this area. Agency contracts typically specify how cancellations are handled. 50% is reasonable.

Thursday, April 06, 2006

We handle 3 co-op's for a major fast food chain. We want to intergrate internet into our annual plan. Is there a source that will tell which web sites best reach our demo? Also, if those website be purchased on a DMA or more local basis? I have had some experience with internet, but it was in the tourism industry and I know at one time there was a source, but it was more on a national basis. Thanks for your help...again!

The Media Guru Answers (Thursday, April 06, 2006)

@plan can give you site demographic details, but not at the DMA level. Many of the the biggest traffic sites do sell by DMA, but you need to inquire.

Thursday, March 30, 2006

Hi MG ,This may be a stupid question ,but could you please tell me how to decide on which will be my lead medium for a given product category, Given the media reach levels and clutter. In many cases it seems like TV and Print are giving almost equal reach where as advertisers prefer a particular medium only .I belive there comes the qualitative factors such as the perception and execution ,however what all parameters I can take to decide on the lead medium.

The Media Guru Answers (Saturday, April 01, 2006)

It's certainly correct to consider qualitative factors.

Your objectives and strategies should be built to guide you to the proper priority.

Is reach the number one priority or is it something else, where adverrtising environment takes precedence over absolute reach or reach efficiency?

If reach alone were the overriding goal everytime, outdoor would be everyone's lead medium.

Tuesday, March 28, 2006

Dear Guru
Is there a website that list all the trade publications available that is free or doesn't cost alot. I work for a small boiler company and I am looking for industry related trade magazines to send press releases to. Or do you have another suggestion.

The Media Guru Answers (Tuesday, March 28, 2006)

Try Publist

Tuesday, March 28, 2006

do you have any info on advertising on IPODs

The Media Guru Answers (Saturday, April 01, 2006)

This involves placing ads within podcasts or other downloaded content. You need to create desireable content or sponsor content created by others. Start with Kiptronic

Tuesday, March 28, 2006

dear guru..can u please tell me the role of brand manager in a TV channel and in a FMCG company?

The Media Guru Answers (Saturday, April 01, 2006)

Simply put, a brand manager controls the marketing and communications strategies in both cases.

Monday, March 27, 2006

Hi Guru, I am trying to find a media superstar to help oversee both our long and short form direct response departments in a 15 person ad agency. It would also be nice it they could help with new business. What are your thoughts about the best places to advertise to capture someone of this nature?

The Media Guru Answers (Monday, March 27, 2006)

Start with Mediapost or NY Times Online

Monday, March 27, 2006

How do Newspapers calculate Cost Per Point and Cost PerThousand readers?

The Media Guru Answers (Saturday, April 01, 2006)

Survey research, such as Scarborough, measures newspapers' single issue readers. These can be expressed in demographic coverage of the newspaper's metro or DMA area, an equivalent of rating.

Cost per point is not commonly used by newspapers, but arithmetically,

ad cost ÷ rating = Cost per point

ad cost ÷ audience in thousands = Cost per thousand readers

Monday, March 27, 2006

My client, in the home building services, has asked our agency to do a point of view on "lead generation". What are my best resources to pull information from? The DMA (Direct Marketing Association???? I have no idea where to start.

The Media Guru Answers (Monday, March 27, 2006)

The Direct Marketing Association
is a good starting point.

Friday, March 24, 2006

I'm planning media for a reputed airline brand in a market that has the competition dominated by about 4 key players - 3 general (premium) airline brands & 1 LCC's (Low Cost Carriers). Whilst my brand’s media spends has been a low constant over the years, they are very keen to sponsor day parts (morning drive-time, evening drive-time & mid-day day parts) on radio as almost all competition dominate these day-parts in form of sponsorships. Some competitors carry on-air calling promos regularly to attract listeners to the station/ promo. Sponsoring the entire day-parts such as 0600 to 1000hrs in the morning is an expensive proposition hence a two-week on air call-in promo was looked at in a station not having a major reach in listenership figures – where two air tickets with accommodation was the prize offered. Client was not too happy with the outcome but the actual response for the promo was higher than the usual response for the station. Client is very keen to how best to use radio in this context. Personally I feel based on the inherent attributes of Radio such as passiveness of the media, perish ability of the media that radio is best used for tactical activities such as promotions & competitions perhaps but not for strategic usage – which is what most of the competition here is using radio for (except for the on-air or calling-in promo they do once-in-a-way). Please advice in a context like this what are the kind-of tools or ways we could best use radio – creatively?

The Media Guru Answers (Sunday, March 26, 2006)

The Guru believes the question is not how to use radio, but what medium to use to achieve goals. But your goal is not clear. Is it simply to sell air tickets? Many direct response media options might do this effectively. Is it to build awareness? Other media and mixes might be best, with a reach emphasis.

Wednesday, March 22, 2006

Is there any source on-line that provides TV and radio station information, i.e. call letters, contact info, address and even some rating info? Media Post offered that info and now that's gone away. Used Mediabuy.com and that went away. We are just a small agency and cannot afford the expense of an SRDS and the other expensive sources that are out there if you are willing to pay a fortune for it. Help! Thank you

The Media Guru Answers (Wednesday, March 22, 2006)

The Guru can't think of anything else as comprehensive, but for radio, try Radio and Records and Radio Locator. There are also some resources at the FCC

Sunday, March 19, 2006

I have created a networked system of over 8,200 city websites for the US market. This system allows me to place banner advertising on just one city, several cities, or all 8,200 cities at once. How or where can I find out what pricing I should charge for advertising on such a precision ad targeted system?

The Media Guru Answers (Monday, March 20, 2006)

The best basis is the pricing of similar sites. Try Internet.com for relevant reports.

Saturday, March 18, 2006

Thank you for providing this great resource! I come from a bioinformatics (biological computing) background and had a lightbulb go off ... applying energy minimization and simulations to spot cable (media) scheduling. I'm not the first to have a "this will solve everything" idea ... my question is: what's the success rate for these types of ideas? Is it "ain't [sic] broke, so don't fix it?" Or is there an audience for way-out-of-the-box methodologies? Thank you!

The Media Guru Answers (Sunday, March 19, 2006)

The Guru has no idea what issue your idea is meant to solve nor whether it's a good approach. Various optimization algorithms have caught on with larger buyers in the past decade or so.

Saturday, March 18, 2006

guru...can you tell me what is the role of a media traffic controller in a news channel and how is it different in advertising comapany..

The Media Guru Answers (Saturday, March 18, 2006)

A media traffic controller at a media company receives ad copy and integrates into the schedule that has been sold to the advertiser. At an advertiser or agency, the comparable person sends out the copy to the relevant media vendors with instructions as to how to integrate it into the schedule purchased.

Friday, March 17, 2006

What is direct marketing?

The Media Guru Answers (Saturday, March 18, 2006)

Direct marketing is intended to make the sale or generate the inquiry in immediate response to the message. Direct mail and magazine bounce-back coupons are examples.

Thursday, March 16, 2006

Hi Guru.
How about "the minimum GRP reached for effective tv campaign"?
Thank you.

The Media Guru Answers (Saturday, March 18, 2006)

There is no specific minimum. Many planners "feel comfortable" at 100 GRP, but mix and reach / frequency goals are more important. Other details such as purchase cycle and budget have theri impact as well.

Tuesday, March 14, 2006

guru..can u please tell me what should added in a media plan and media schedule..

The Media Guru Answers (Tuesday, March 14, 2006)

See the Guru's Parts of a Media Plan

Saturday, March 11, 2006

We are launching an Internet web portal for advertising
vehicles for sale. The site will initially focus on
our local area, so we plan to use local radio and
broadcast TV ads to drive users (car buyers) to the
site. My question is: what type of response can we
expect from the advertising? I have heard that a
"typical" TV ad response rate is 1%-3%, but I couldn't
find anything specific to driving visitors to a web
portal. I also could not find any estimates for radio
advertising responses, and I am very concerned that
radio advertising might not be as effective for a web
based business since listeners do not necessarily have
access to the Internet while they are hearing the ad.
Any help or direction would be appreciated. Thanks!

The Media Guru Answers (Sunday, March 12, 2006)

The Guru would expect TV or print to have the advantage of making your URL easier to remember. You shouldn't count on any medium causing a user to drop everything and get right on line. 1-2% response rates are related to "Direct response" ads, not ads about shopping resources or other retail. If the Guru were promoting a web site, he would start with online ads, especially if you want people who are exposed to your ads to have ready access to your site when they get the message.

Saturday, March 11, 2006

guru is there any web site from where i can get concepts or theories on media planning??

The Media Guru Answers (Sunday, March 12, 2006)

That's what AMIC and especially the Media Guru Section are all about. One of the Guru's favorite other sites is Ephron on Media

Thursday, March 09, 2006

I'm starting 24/7 automotive channel on the internet, who can help with media and selling of advertising for us?

The Media Guru Answers (Sunday, March 12, 2006)

MediaPost's Online Adnetworks page is a good starting point.

Wednesday, March 08, 2006

When category share of voice is known, is there a formula that can be applied to a television flight plan to determine the level of exposure necessary to increase brand awareness by x%?

The Media Guru Answers (Wednesday, March 08, 2006)

There are many other factors you haven't considered, including:

  • Current brand awareness
  • Ad awareness
  • Media mix
  • Competitors' media mix
  • Schedule duration

In short, the Guru does not envision a usable formula based on the facts you posit. Nor, for that matter does he have one to offer even with all the other facts. A multibrand advertiser could concievably develop a model which works for its category based on all the experience of all its brands over some extended period of time.

Friday, March 03, 2006

Dear Guru!
I have taken up a freelance direct marketing project to do email marketing campaigns/provide consulting advice to a .com jewelry retailer. I will be starting by doing an email blast thru a company called top button sales and then designing an average of 1-2 campaigns a month and sending them out to our database.
I have two questions:
1. I am a newcomer in this business, especially on the freelance site. How much do these services cost? Is there any website or bureau I can look up this informatnion? I know I can't charge over the top since I'm only starting out, but I really want to know what the market prices are.
2. What are some good ways to build an email subscriber database, besides people acutally signing up for emails? I know you can by mailing lists, but it seems to be illegal to buy email lists?! Would you have any suggestions?
Thank you!!

The Media Guru Answers (Friday, March 03, 2006)

The Guru will focus on the media aspects of your question:

  • It is legal to buy email lists.
  • Typically, vendors sell a use of a list rather than handing over the list itself
  • You do want to be sure you are buying lists of emails that have given permission to be sent marketing messages
  • You can build your own lists by creating a registration option on the websites of your clients.

Thursday, March 02, 2006

Regional Advertising: I should have said besides SRDS. For a 1x use I find their services cost prohibitive and they don't have great regional resources. They do better Nationally.

The Media Guru Answers (Thursday, March 02, 2006)

Wednesday, March 01, 2006

Regional Advertising: what are the best sources to find regional magazines and newspapers across the country?

The Media Guru Answers (Wednesday, March 01, 2006)

The Guru would start with Standard Rate and Data Service (SRDS)

Tuesday, February 28, 2006

Hi Guru -

Any advice about how I can find effective commission rates for media and creative agencies across European and Asia Pacific countries in summary form? Do you know of any effective averages?

The Media Guru Answers (Tuesday, February 28, 2006)

For the US, the best source would be American Association of Advertising Agencies. The Guru would expect them either to have the comparable international information or be able to refer you to the appropriate foreign source. AAAA information would also be available through The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Monday, February 20, 2006

Dear Guru,
Thanks for your reply. Could you also explain how to develop impression based pricing structure for our new website.

The Media Guru Answers (Tuesday, February 21, 2006)

The Guru primarily sees things from the buyer / planners' side. Given that, he sees these impressions-based pricing issues for you:

  • What revenue do you need? Of course, you may be willing to operate at a loss to get started.
  • How much inventory will you have, i.e. given the number of visitors and number of ad positions, how much inventory do you have available to sell?
  • Where and on what bases can you charge premiums?
    E.g. special audiences / special topics / special space / certain rich media, etc?

    What are similar sites seeeling for?

  • Do you have an attractive site that presents advertisers as well as / better than buyers' other options?.
  • Assuming you can sell all your inventory, what must it be sold for to make your revenue goal?

Monday, February 20, 2006


Impression based pricing?

The Media Guru Answers (Monday, February 20, 2006)

CPM is Cost (C) Per (P) thousand (M) impressions; this is impression based pricing.

CTR is Click Thru Rate, calculated by dividing the numer of impressions an ad has into the number of time it is clicked. So an ad served one million times, and gets clicked 200 times, has a click through rate of 0.2%
[200 ÷ 1,000,000]

This is about the average for non-rich media such as gifs and jpgs, according to the latest DoubleClick Trend Report released.

Saturday, February 18, 2006


The Media Guru Answers (Sunday, February 19, 2006)

Go to the Guru Archives Search Engine. Use "cpp" as your search term.

Wednesday, February 15, 2006

Is it possible to buy radio based on narrower demos than the norm? i.e. 25-34, 35-44, or 35-54. I'm trying to determine what age range the client should target and which demo would be most efficient. Thanks!

The Media Guru Answers (Wednesday, February 15, 2006)

You can buy any demographic for which you and the seller can agree on the audience; i.e. any measured demographic.

For examples see this list at Arbitron

Friday, February 10, 2006

I am evaluating an advertising buy of $22,800 for one 30-second spot to be aired 48 times (48 Sundays at 12:30 p.m.) on Fox Sports Net Southwest (reaches Dallas, Houston, San Antonio, New Orleans, Oklahoma City and Austin. Of 25,895 households, the HH ratings are 0.54, 0.41, 0.26, 0.27, 0.15 and 0.28 respectively. This is not my area of expertise, so I'm at a loss as to whether this is a good deal, bad deal or so-so. Can you give me some guidance please?

The Media Guru Answers (Sunday, February 12, 2006)

Using your figures, the Guru believes you have a total audience in the range of 4 - 5,000 Households for your schedule: 25,895 HH times the average ratings you list. Therefore you would have a cpm in the range of $5,000.

This stinks.

Or did you mean you have a total audience of 25,895, derived from those ratings? Then your cpm would be is $880.

Still bad.

But, perhaps you are buying for something besides numbers.

Wednesday, February 08, 2006

Could you outline the online media planning
and buying process? and recommend the best tools
(for the buying part).

The Media Guru Answers (Sunday, February 12, 2006)
  • Consider advertising strategies
  • Develop Media Goals and strategies
    This may vary depending on whether you are doing the online media element of a full-scale media plan or a stand-alone online plan

  • Evaluate online tactics that fullfill strategies: Banners / keyword search / contextual advertising
  • Determine key metrics: Cost per thousand impressions (CPM) / CP Click / CP Action (sale / registration / info request), etc
  • Determine buying platform: Site characteristics, placements, pure cost assessment, etc
  • Issue RFPs, which may be formally written or simple emails / phone calls
  • Conduct negotiations with reps
  • Issue purchase orders
  • Monitor buys
  • An alternative to the RFP-Negotiation process is an online auction of the sort run by Enversa



Common audience measure are provided by Nielsen//Netratings and comScore-MediaMetrix. More detialed audience descriptors are available from @plan. IPRO is also a key tool.

Tuesday, February 07, 2006

Is there a way to look up DMAs by County? Right now I'm using a cable based software that only works if the zip, city or county is covered by cable. But I have a few that aren't and I'm not even sure what market they're in! I checked my regular resource websites but didn't see anything searchable by county. Thanks.

The Media Guru Answers (Saturday, February 11, 2006)

Your best tool might be Nielsen's DMA map or its data file

Tuesday, February 07, 2006

Where can I find detergent purchasing cycles?

The Media Guru Answers (Saturday, February 11, 2006)

Very difficult. Detergents are in regular use and various sizes wuill have more effect than seasons. One might make some assumptions by looking at volume use in MRI or Simmons and estimating based on most commomn size purchases in industry reports from supermarket trade media, such as Super Market News.

Friday, February 03, 2006

I have been reading about blogs in the media...just what are blogs or what is a blog. They sound like an animal...are they alive? Please help!

The Media Guru Answers (Saturday, February 04, 2006)

Oh, Virginia. An old friend of the Guru need not feign ignorance here.

Blog, short for web log, was originally sort of a diary posted on the web and the concept has grown into web-based streams of consciousness, rants and pseudo journalistic postings by writers of widely ranging competence and authority.

Blogs are not ad media per se, but sites that host blogs are often ad-supported. Like many cultural phenomena that interest the media far more than they interest "real people" blogs have a lot of trendy buzz these days. Recent reports indicate that about 20-25% of web users visit blog sites overall. Audiences of individual blog sites are far smaller than that.

Monday, January 30, 2006

Can you give us the reasons why an advertiser might want to have an AOR? thanks

The Media Guru Answers (Monday, January 30, 2006)

Sunday, January 29, 2006

When sending a press realease is there any source that you reccomend over another??

The Media Guru Answers (Monday, January 30, 2006)

The Guru does not cover public relations

Sunday, January 29, 2006

When I refered to proper Grips for Hogs on The High Seas I was referring to each specific DMA I ran a cable schedule in with a target of Adults 45-64 using STRATA to measure. Each DMA we chose had a high percentage of motorcycle owners in that age group. So are you suggesting a direct mail piece to all the news mediums or a direct mail piece to potential cruisers?? My target market for this campaign are retired 45-65 motorcycle owners on the west coast.

The Media Guru Answers (Monday, January 30, 2006)

Your previous query asked about how to get media coverage for your charity. Direct mail to these targets is what the Guru recommends for this goal per, your specifications.

Saturday, January 28, 2006

I have a national client that wants to generate national news media attention to help promote awarness of their charity to raise money for Dialysis and sell tickets on thier cruise. This is their 4th annual cruise (one to Alaska and one to the Caribbean). Last year I ran a 15min segment on Speed Channel and I saturated cable in several target DMA's. Speed did okay but cable bombed. I had the proper amount of GRIPS reach and freq reaching the right demo with no results. How can I expose this client to the news media nationally without having to spend a ton of money. Would you suggest USA Today or Washington Post or should I create a Press Release along with a media kit and send it to all the major news networks and talk shows?? Your thoughts. Its a big client for a great cause.

The Media Guru Answers (Saturday, January 28, 2006)

The Guru doesn't deal with PR, but as media, doing a direct mail piece (press release) to an audience in the business of reading press releases seems sensible.

Awareness isn't your problem, persuasion is.

You refer to a demo, but your target, the news media, is much more specific than any demo; the Guru would be interested in knowing how you calculated GRP against news media.

Thursday, January 26, 2006

What associations should a new media buyer be a part of?What seminars,or additional resources are worthwhile?

The Media Guru Answers (Saturday, January 28, 2006)

There are some associations for online planners and buyers and sellers. Most of these are local, not national. More use comes from your agency's membership in larger organizations like American Association of Advertising Agencies or The Advertising Research Foundation.

The Guru never endorses any seminars.

Thursday, January 26, 2006

We are a very small online ad network.....we buy and sell and run various online campaigns. Are there established methods to acquire new business? We hired a sales person, but it seems most of the time is spent trying to get accurate info or research.....while that is inevitable,we are very inefficient in making progress.Any resources or suggestions on the "how to" in the growing of a young company?

The Media Guru Answers (Saturday, January 28, 2006)

.If your network is just a random collection of small sites and you simply sell by low cpm, then any means of advertsing targetting inline media planners will be useful. AMIC itself is one good option, as are MediaWeek, online specialty trade print and online-topic ad trade email newsletters.

If your network is made up of a specifc kind of sites, like hoppyists sites or professional business sites, then find other trae media in those categories.

Around here, we believe advertising works, - as presumably, do you.

Thursday, January 26, 2006

Dear Guru!
I am interesting in the information about saleshouses specialized in periodical press ad sales. I do not even know if they exist in different countries.
Could you help me to find the information about them?

Thank you in advance,

Moscow, Russia

The Media Guru Answers (Thursday, January 26, 2006)

Standard Rate and Data Service (SRDS) can provide this information.

Wednesday, January 25, 2006

Hi. Could you pls elaborate what needs to be considered in choosing between national channel and local channels? Also,could you share how other markets get to track viewing behaviour in non-rated markets?

The Media Guru Answers (Thursday, January 26, 2006)

The Guru assumes you mean quantitatively. This is a fairly simple process: For the given list of local markets, what is the cumulative cost of buying the schedule you want as compared to buying the same schedule in national media. Or what is the national cost-per-point versus the sum of all the local costs-per point. At some point in adding to your market list, you will be spending more for the limited geographic coverage area than to buy the whole country. This point may come somewhere between 25% and 50% of the nation. Depending on demographics and desired programming.

Other issues, such as whether there is distribution in all areas, or consistent brand names will also be relevant.

Non-rated markets may be estimated based on the performance of the same programs in rated markets.

Wednesday, January 25, 2006

What's your feeling regarding using statewide radio networks versus buying larger metro stations that provide good reach throughout the areas? I am currently evaluating the strength of the stations and cost efficiencies for both but need to know general thoughts. Thank you--I always find helpful information here!

The Media Guru Answers (Thursday, January 26, 2006)

The Guru's immediate reaction to "statewide networks" is a set of rural stations with low reach and coverage, unlikely to include major, metro area stations. If your geographic goals are based on metros, it's one thing; if any listener anywhere in the state is a good as another, in boxcar load fashion (perhaps a lottery or governmental message?), then the statewide network might be best.

Monday, January 23, 2006

A co-worker mention last week that 50% of the advertising budget of the automobile industry in US goes to tv when recent data appoints that most people use newspaper and internet to make their desicion.He understands that the television budget must be lowered and used more on internet and print. Please comment.

The Media Guru Answers (Monday, January 23, 2006)

Considering the auto industry as a whole is somewhat misleading.

One must consider the message, the target and the specific marketer: In the big-ticket, "considered-purchase" sphere, there are distinct phases for the buyer. We can think of them as awareness, consideration and "shopping."

During the awareness phase, consumers are learning
about the available brands / products / features that could meet their needs or even learning that they have needs, based upon information presented in ads. These are messages from auto makers, dramatizing and romanticizing cars, with some detail about capabilities and features. Image and awareness are typical goals. Budgets are big and TV carries the burden. This awareness / image building phase can occur over years, leading consumers to establish general attitudes towards auto brands.

When consumers have an awareness of the brands, they begin to form a consideration set, focusing on the choices which will meet their needs. More detail regarding product capability and features is sought. Magazine and online ads can serve these messages, better targeted to the likely buyer of specific models, based on age, income, family size, interests, etc. These are also big budget, manufacturer, ads.

The consumer next reaches the shopping stage, where pricing and deals become key issues. At this point, local dealer ads and newspapers are more relevant. Yet, this decision is being made among brand choices stemming from the big budget advertsing that we discussed first.

Of course, none of these stages are pure, and messages overlap. Keep in mind that the decision / internet nexus you have identified goes well beyond the advertising
arena, and involves consumers' use of manufacturers' web sites or independent product comparison sites like Consumer's Reports, neither of which involve advertsing budgets.

Sunday, January 22, 2006

GRP is one of the most important pilars of TV planning. a 5 sec TVC, a 30 sec TVC and a 60 sec TVC will achieve the same rating point in a diary type of survey. why should we go for 30sec TVC and not 5sec TVC? CPRP will definitely be cheaper. I do understand the difference in Impact value. Do you have any article on the difference between 5sec, 10sec, 15sec, 30sec and 60sec? which length is the most impactful? Thank you

The Media Guru Answers (Sunday, January 22, 2006)

As a rule, longer is stronger. Go to the Guru Archives Search Engine. Use "length" as your search term.

There was enormous trade coverage of the issue when :15's came into vogue in the early 80's.

Wednesday, January 18, 2006

I'm looking for product information on Wisk Detergent as part of a media plan project, where do you suggest could I get the most information for free?

The Media Guru Answers (Wednesday, January 18, 2006)

This sounds like a school project. Most schools teaching advertising have access to MRI or Simmons. See your librarian.

Friday, January 13, 2006

What is the average fall-off of awareness during subsequent TV hiatus weeks? Is there a standard weekly decline, such as 33% or 50%?

The Media Guru Answers (Friday, January 13, 2006)

Formulas the Guru has seen showed (to oversimplify) 9 to 10% fall-off from previous weeks once hiatus began, but

  • this was from long ago when Network TV was so dominant
  • depended on how high awareness was and
  • how high advertising levels had been


Wednesday, January 11, 2006

Hi Abby - I was just looking at ad spend for a client in TNS/CMR at $76 M and in Nielsen Monitor plus $279 M. Aside from the data always being questionable, is there any reason due to technique of data collection that would account for differences. I know about # media, # markets and differences are too small there. Used to be that data was collected for 1 week out of 4 and projected, but I think that was back when dinosaurs walked around. Any insights? - and Happy New Year. Steve

The Media Guru Answers (Wednesday, January 11, 2006)

First step the Guru would take is to examine media type by media type. So big a difference might well be concentrated in one or two media, Then a deeper examination of methodology for those media is managable. Some, like internet, can show a great difference between the two services. The Guru has encountered differences of this magnitude in internet alone.

Also fine points of identically setting up the analyses' parameters can be responsible for surprising swings in results.