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Media Guru 2019

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Returns all questions and responses for the year.

Tuesday, April 23, 2019

Bay TV – DSTV 260 are there accurate TAMs as the BRC do not have or unable provide an honest answer to the question. Very good at run around and give us cash, bad at providing accurate and honest answers to a simple question.

The Media Guru Answers (Wednesday, April 24, 2019)

The Guru query page makes plain the need to avoid using acronyms and terms that might not be generally in use world-wide. This helps all our members  benefit from Guru discussion, and  assures that the Guru  understands your your query. Juggling dozens of countries with many differences in traditions and “best practices” are difficult.

”TAM” “BRC” are not quite standard in the US. References to cash and honesty are surprising. Perhaps if you rephrased without any jargon, the Guru could be more helpful.

Thursday, April 11, 2019

Could you please to recommend the best contemporary books about media planning

The Media Guru Answers (Thursday, April 11, 2019)

The field changes so quickly these days that the Guru hesitates to recommend any single book, but a standard for many, many years has been “Advertising Media Planning” Seventh Edition, by Sissors and Bumba. It is important to notice the edition. This indicates that this text is regularly updated.  If you find a later edition has hit the market, even better.


Monday, April 08, 2019

What are industry standards for local tv weekly reach and/or grp weight for a branding campaign that does not have a pulse in the marketplace? I\’m accustomed to 125-150 weekly grps or 75%+ reach but nothing to back it up.

The Media Guru Answers (Monday, April 08, 2019)

The Guru does not find any widely held standards. Every agency or planner has their own standards for given situations. In situations such as you describe, a minimum of 70 reach at an average frequency of 4 is not an uncommon goal. Some set goals around an effective frequency level.  But this can all depend upon levels being used by the competition, whether there are other media in the plan, what the goals of the other media are (is promotion, enhancing branding, promotional, etc.) Examine your goals closely.

Tuesday, April 02, 2019

Is there a software solution/survey etc. that can help with determining planning for a social media campaign?


The Media Guru Answers (Tuesday, April 02, 2019)

The Guru’s first thought is http://Gfk.mri.com a merger of the former MRI and Simmons

Tuesday, March 26, 2019

How does one calculate Reach and Frequency numbers for multi-tactic digital campaign? We know impressions served to the target audience for the digital campaign. Is there a way to translate impressions into RFs?

The Media Guru Answers (Tuesday, March 26, 2019)

There are many general considerations for reach and frequency in any medium, such as the individual vehicle audience size, the number of vehicles overall, the number of vehicles in the plan, the number of impressions. Digital has more considerations. Including the tiny size of many vehicles.

Specialized software is needed. Explore our eTemar.com

Saturday, March 16, 2019

For example, if I am given a U.S. Universe 25-54 (000) of 230,183 and my National (000) is 19,335.4 impressions with National GRPs of 8.4 then for New York Universe 25-54 (000) is 7,263 with NY (000) of 698.5 impressions and NY GRPs of 9.6 who performs better- the entire U.S. or NY?

The Media Guru Answers (Saturday, March 16, 2019)

In your example, New York is getting greater weight.

Thursday, March 07, 2019

i would like to know if there is any possibility of calculating the Reach of a content ( Not Campaign) or i don\’t have any spots planned in a campaign
how can i calculate the how many people in my target audience are watching a specific content in absolute numbers

The Media Guru Answers (Friday, March 08, 2019)

It is simply a matter of treating each airing of the content as is it were a commercial spot

Monday, February 25, 2019

Hi there,
I was working on the data currently and a question arised : Is the data pulled from the evaluation (the reach, frequency, Impact) figures based on a day period or a month period? For example, based on a site we have in Gauteng, i pulled the evaluation page, i receive a reach of 75,000. Is that reach figures based on a monthly basis or daily? And also in the briefing page, below it mentioned total dayparts and period 1. Could you please explain to me if i change the period to 24, what does that mean?

Thank you

The Media Guru Answers (Tuesday, February 26, 2019)

The Guru does not know what software you are using so he cannot give you a quick answer. However, in the US, for example, one month/4 weeks if the standard analysis period for reach.

Monday, February 25, 2019

At the moment in our firm, we model on GRPs rather than Reach. However, we can achieve the same GRPs at different levels of Reach so they want the exact/approx Reach number to either model or as a suggestion.Can you give me an idea as to how to think about finding the Reach? For example : At the moment through regressions we tell them how much GRPs they need to do before it saturates. But they need the reach number? Can you help.

The Media Guru Answers (Tuesday, February 26, 2019)

Depending on the specific medium and vehicles and combinations, considerable variation is possible in the reach achieved by different levels of GRP. You need reach modeling software such as Telmar provides. Using that you can develop reach results from a range of media mixes and develop some general tables. Or simple use the software for each GRP/reach analysis.

Monday, January 28, 2019

How do Transit Advertising impressions compare to TV impressions

The Media Guru Answers (Monday, January 28, 2019)

To oversimplify, TV impressions are mostly based on metered or self reported viewing, specific to program and viewers, while Transit impressions on are typically just “opportunities to see.”  That is, traffic counts and assumptions of passengers passing posted ads.

They are not truly comparable.

Monday, January 14, 2019

How do you project ratings for TV considering the new methodology from NSI? I.e. for a January 2019 buy, would you use Feb18 H/P or the most recent monthly H/P available?

The Media Guru Answers (Monday, January 14, 2019)

It’s too soon to develop adjustments for methodology. The traditional method of using year-ago HUT/PUT and most recent share is probably best.

Sunday, January 13, 2019

I work in a TV station.
How do I find a price for CPP, which will be offered to a marketing agency.
What parameters are necessary for calculating that ?
Thank you !

The Media Guru Answers (Sunday, January 13, 2019)

CPP is the price of the ad divided by the rating of the ad. Or are you asking how to price ads so that you create a CPP that is competitive in your market place?  You might use a service like SQAD  http://Sqad.com which  publishes marketplace CPPS.

Sunday, January 13, 2019

I would like to know how to specify a CPP price for a commercial advertising in a TV station.
Which parameters should we use to specify the CCP price, and is there any kind of formula for calculating the CPP price. Thanks !

The Media Guru Answers (Sunday, January 13, 2019)

CPP is Cost per (rating) Point.  The price of the commercial divided by its rating gives you cost per point or CPP.

Wednesday, January 02, 2019

Hello Guru – can you please provide a recommended formula for converting TV Comscore ratings to Nielsen ratings? Also, how do you recommend posting a station if the agency subscribes to Nielsen, but the station is a Comscore subscriber? Thank you!

The Media Guru Answers (Wednesday, January 02, 2019)

The Guru has not observed a consistent, generalized relationship between Nielsen and Comscore. The methodologies are different. The only way to establish a relationship is to collect enough observations of the same measurement on both sides to build your own ratios.

Nielsen measures a station whether or not it is a subscriber. If a station’s ratings are below Nielsen’s minimum reporting standards, posting it is relatively inconsequential.