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Media Guru 2018

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2018 Results


Wednesday, May 16, 2018

Is there a formula to reach and frequency for my radio and TV buy?



The Media Guru Answers (Wednesday, May 16, 2018)

The Guru understands that you mean a formula to combine the reaches of your radio and TV schedules.

The logic is that each individual reach expresses the probability that that schedule will be exposed to the target audience. That is, a radio reach of 40 means there is a 40% probability that target audience members are exposed. So to combine the reaches of the two media, you can’t simply add their reaches. Two Probabilities can be multiplied to determine their net. Multiplying the probabilities tells you the chance that both would occur. But combined reach is the probability that one medium OR the other will be exposed to the target. So you need to find the probability that neither medium reaches the target. The remaining people are the net reached. If radio reach is 40 and TV reach is 65, then 60% are not reached by radio and 35% are not reached by TV. So 60% X 35% = 21% NOT reached, leaving a combined reach of 79% (100% – 21% = 79%). Then the GRP are simply summed and the total GRP are divided by the combined reach to determine combined frequency.


Wednesday, April 11, 2018

Hi! My client just ran a local television campaign at 60 A25-54 GRPs per week. He now wants to run a national campaign at the same 60 A25-54 GRPs per week since it was successful in the local campaign. And he does not want to do local anymore. How do I explain that a local buy and a national buy are not the same? And how do I translate the local GRPs to a national campaign? Thanks for your help!!



The Media Guru Answers (Wednesday, April 11, 2018)

This is a reversal of a common question.

The issue that you need to explain is that when you buy 60 National GRP the delivery in local markets can vary considerably depending on the market, the daypart mix, etc.

 

There are Nielsen tools, for example, that can look at a national schedule and determine the DMA by DMA GRP delivery. The trick is to buy the right level of National GRP and supplement with local buys in underdelivered markets to even out at 60. There will always be some overage in some markets, so you need to determine what national level to buy to minimize cost of required local “fill.” Perhaps a national buy of 50 plus spot fill is right. Or perhaps another national level.

 

In summary, you can’t get 60 evenly everywhere without some local media.


Tuesday, March 20, 2018

Hi there,
I would love an updated opinion on the relative value of bookend :15’s on TV and cable. Our agency works with several media buying firms and I have long questioned whether or not bookends are really just a way to give the impression that you’re delivering more eyeballs. My feeling is that it doesn’t increase reach because each :15 theoretically has the same set of audience watching it. So you’re getting increased frequency, which is important, but in terms of just sheer reach and visibility of the message, bookended points wouldn’t seem to have the power as non-bookended. I’ve had media buyers who don’t allocate like this tell me they think it’s stretching the truth and other buyers who use this strategy tell me that it’s perfectly normal and advisable.

And today, we all understand the large percentage of time-shifting going on and the number of people who fast forward through breaks, and the percentage of consumers dropping traditional TV services like satellite and cable, so it would seem to me that bookends would be becoming even less appealing. So what then happens is that Clients agree to buy say 100 TRPs to support a campaign but the media actually delivers quite a bit less than that. And fewer points typically leads to less effective advertising. So it must be the creative!



The Media Guru Answers (Wednesday, March 21, 2018)

You seem to be mixing issues, “time-shifting going on and the number of people who fast forward through breaks, and the percentage of consumers dropping traditional TV services like satellite and cable” do not affect TRPs purchased , per se. The latest ratings measurement  techniques account for non-exposure due to fast-forwarding or non viewing because of cord-cutting. So the benefit of  added frequency can be real.

The bookends problem is whether two :15s vs one :30 for the same cost has any benefit. As you note, there is no real reach increase but substantial frequency increase. But there could be a real reach increase if those :15s aired separately instead of in bookends. So it’s a matter of setting goals. Bookends can reinforce a message but splitting :15s can broaden reach.


Thursday, March 08, 2018

Would you be open to create a \”Guru Guide\” or \”Best of the Guru\” as a reference book/PDF? I would buy!



The Media Guru Answers

The Guru is pleased to tell you that the book is available! The Guru has personally sent you a copy.


Friday, March 02, 2018

Is there a way to calculate what the average primetime (US) unique viewership is for the major conservative sites, like Fox News for example? If so, can you supply?



The Media Guru Answers (Friday, March 02, 2018)

If you go to the Nielsen N-Power site you will find the tool for such an analysis.

 


Wednesday, February 28, 2018

What is affinity



The Media Guru Answers (Wednesday, February 28, 2018)

Affinity is a relationship between the consumer and the brand. For example, a company may issue a credit card with their brand associated, such as a United Airlines Visa Card. This is an affinity card. So connection of brand and consumer is affinity.


Tuesday, February 27, 2018

How are cost per point and gross impressions the same?



The Media Guru Answers (Tuesday, February 27, 2018)

They are not the same at all, but they are related. Suppose you buy an ad for $1000 and it has an audience of 1,000,000 in a market of 5,000,000 population.

 

So it has gross impressions of 1,000,000. It has gross rating points of 5.0 (1,000,000 impressions ÷ 5,000,000 population), so its cost per point is $5.00 ($1000 cost ÷ 5 points).


Tuesday, February 27, 2018

Media guru, i have one question 1.how to calculate avg frequency



The Media Guru Answers (Tuesday, February 27, 2018)

Average frequency is the relationship between reach and GRP, its simplest calculation is GRP ÷ Reach. But this assumes you already have those two data. Depending upon what data you have, the process to determining average frequency differs.