Basic Terms in Media
Planning and Buying
Rating
A rating is the percentage of individuals or homes exposed to an advertising medium.
The percentage of a given population group consuming a medium at a particular moment
Rating = # of homes or ind.who are watching that program or channel/total population
Kiraz Mevsimi
Home 1 Home 2
Sungurlar
Home 3
Kertenkele
Home 4
Home 5 (Not viewing)
Rating of Kiraz Mevsimi: 2/5= 0,4%
Rating of program Sungurlar: 1/5= 0,2%
Rating of Kertenkele: 1/5= 0,2%
How are ratings measured?
• Kantar Media started to measure ratings in Turkey in 17 September 2012.
• AGB Nielsen Media Research (AGB Anadolu) was the company
which measured the ratings in Turkey since 1989.
• The measurement system has started in Britain in 1962.
• The measurement company is controlled by TIAK
(Türkiye İzleme ve Araştırma Kurumu) which consists
advertisers, advertising agencies, and TV channels since 1992.
TV Panel
• Currently there are approximately 3600 households in the panel in 40
different cities. (People meters are put in each television set in a house)
• These households resemble S.E.S groups in Turkey according to
2012 S.E.S research. (The panel represents 51 million people living in Turkey)
• The ratings of these channels are reported:
http://www.tiak.com.tr/raporlanankanallar.htm
Peoplemeter System
3.Peoplemeter...
1- Database
research
2.Panel
... And special remote
control
4. Data transfer
6.Program,
advertising
database
5. Data
production
software
7.Client
http://www.tiak.com.tr/tv-izleme-olcumu.htm
People Meter System
Frequency Determinator
Remote Control
- assembled to the TV set
- determines which channel is being
watched
- works different than an ordinary
remote control.
-every button is assigned to an
invidual in the family. each
individual presses his/her own
button
Meter
Main Computer
- records the time of viewing, who
is watching and which channel is
being watched
- reminds the households to press
the button in every 9 min. and each
time they change the Tv channel
- the viewing information on
meters are transferred to the
main computer via modem each
night.
- this information is combined
together with the demographic
characteristics of each person in
the panel here.
20-26 October Week Highest Ratings
Target Audience: Total Individuals/AB
All Day
Source: ONMEDIA Weekly 43.Hafta)
Who use rating data?
• Media Owners (TV Stations) and Producers:
– How to reach audience?
– Which programs attract more audience and which attracts
niche ones?
– How to maximize ad revenue from the TV Programs?
• Advertisers:
– Where (which channel/program/time) to put my ad most
effectively for my brand?
– Which target audience? When & where to reach them?
– How to maximize the Ad Budget?
– How to compete my competitors’ ad?
• Advertising and Media Agencies:
– Which medium can be used most effectively (deliver the
objective at an efficient budget)?
Gross Rating Points (GRP)
Gross Rating Points are the sum of ratings delivered by a
given list of media vehicles.
Share
It states what percentage a program, or station, has of the
total viewing/listening audience
Share = # of homes or ind.who are watching that
program or channel/total # of homes or ind. who
are watching tv at that time
Kiraz Mevsimi
Home 1 Home 2
Güllerin Savaşı
Yetenek Sizsiniz
Home 3
Home 4
Home 5 (Not viewing)
Share of Kiraz Mevsimi: 2/4= 0,5%
Share of Güllerin Savaşı: 1/4= 0,25%
Share of Yetenek Sizsiniz: 1/4= 0,25%
20-26 October Highest Shares
Target Audience: Total Individuals
Source: ONMEDIA Weekly 43Hafta
REACH
Reach is the percentage of number of different individuals (or homes)
exposed to a media schedule at least once within a given period of time
Sana commercial in 4 different programs, 100 homes in total
40 HOMES OUT OF 100 WATCHED OUR COMMERCIAL
40% HAVE SEEN OUR COMMERCIAL AT LEAST ONCE
FREQUENCY
Frequency is the average number of times individuals (or homes)
are exposed to advertising messages.
40% saw the commercial at least once
23% saw the commercial at least twice
12% saw the commercial at least for 3 times
5% saw the commercial at least for 4 times
1+
2+
3+
4+
EFFECTIVE REACH
The number of individuals (or homes) reached by a media
schedule at a given level of frequency.
EFFECTIVE FREQUENCY
Level or range of audience exposure that provides what
an advertiser considers the minimal effective level, and
no more than this optimal level or range.
COST PER RATING POINT (CPP)
CPP is the cost of purchasing one rating point.
COST PER RATING POINT PER
SECOND (CPP/SEC.)
The figure that indicates the cost of advertising exposure
to one percentage of the target group, audience, or population
per second.
AVERAGE TIME SPENT
(ATS)
Average time spent states how much time an
individual in a target audience spends while
watching television, reading newspaper...
COST PER THOUSAND
(CPT)
CPT indicates the cost of advertising exposure to a thousand
household or individuals. It is also a comparison that shows
the relative cost of various media or vehicles.
SHARE OF SPENDING (SOS)
Percentage of all competing product spendings in a
certain category.
Share of spending in baby care sector
2009
RATECARD
A printed listing of advertising rates for a single media vehicle.
Arka
Kapak
Kapak
İçleri
3.
Sayfa
4+5
Sayfalar
6+7
Sayfalar
Orta 2
Sayfa
Insert
AUTO SHOW
29.000
21.500
21.500
31.500
30.000
31.500
31.500
EKONOMİST
34.000
25.000
---
37.000
35.000
37.000
37.000
HAFTA SONU
22.500
17.000
17.000
23.000
22.000
23.000
23.000
HELLO
27.500
20.000
20.000
28.500
27.000
28.500
28.500
SEDA
MAGAZİN
22.500
17.000
17.000
23.000
22.000
23.000
23.000
TEMPO
67.500
50.500
50.500
73.500
70.000
73.500
73.500
SHARE OF VOICE (SOV)
Percentage of all competing product messages in a
certain category within a market.
Share of voice in baby care sector
Total GRP: 11.062
SHAMPOO
5.953
54%
BODY
CARE
1.269
11%
WIPES
3.840
35%
SHARE OF VOICE (SOV)
Top 20 Advertisers in Radio
Jan-June 2007
No
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Reklam Veren
Coca Cola Corp.
Ulker
Akbank
Turkcell Ileti.Hiz.A.S.
Garanti Bankasi
Vodafone Telekomunikasyon A.S.
Arcelik A.S.
Yapi Kredi Bankasi
Turk Telekom A.S.
Avea Iletisim Hizmetleri A.S
Eti
Ford-Otosan Otomotiv
Finans Bank
Anadolu Hayat Emeklilik
Fiat
Turkiye Finans Katilim Bankasi
Is Bankasi
Dermacos Kozmetik
Bosch
Denizbank
Toplam Süre/Sn
1.237.500
1.088.430
1.010.481
959.395
855.012
826.037
798.627
693.962
528.466
440.054
399.910
386.833
370.261
366.835
359.393
319.893
299.828
289.488
274.535
271.599
Koç SOV Sec.
Jan-June 2007
SCHEDULE
A chronological list of advertisements of a brand in a specific
time according to the media where the advertisements will be
published or broadcasted.
FLOWCHART
A table which shows the flow of media spendings of a
brand for a specific time. It also includes the GRPs, reach and
frequency figures.
Sample Flowchart
TEFAL 2010 / 1. YARI YIL
NISAN
2
3
1
4
MAYIS
2
3
1
4
1
HAZİRAN
2
3
TOPLAM
4
NUTRICOOK DÜDÜKLÜ TENCERE
ETKİN ERİŞİM
ETKİN FREKANS (AYLIK)
NET ERİŞİM/FREKANS
AKTİF HFT
GRP/HFT
GRP/AY
ORT FILM SN
CPP (EVKADINLARI)
ÖLCÜLEN KANAL NET $
ÖLCÜLMEYEN KANAL NET $
RADYO SN.
RADYO BÜTÇESİ (8 KANAL)
TOPLAM NET BÜTÇE
ACTIFRY
55
3+
55%-3+
3 HFT.
200 100 100
400
30
13,93
167.159
40.000
29
20.000
207.159
ETKİN ERİŞİM
ETKİN FREKANS (AYLIK)
NET ERİŞİM/FREKANS
AKTİF HFT
GRP/HFT
GRP/AY
ORT FILM SN
CPP (EVKADINLARI)
ÖLCÜLEN KANAL NET $
ÖLCÜLMEYEN KANAL NET $
TOPLAM NET BÜTÇE
AUTOCLEAN ÜTÜ
167.159
40.000
20.000
207.159
55
3+
55%-3+
4 HFT
150
ETKİN ERİŞİM
ETKİN FREKANS (AYLIK)
NET ERİŞİM/FREKANS
AKTİF HFT
GRP/HFT
GRP/AY
ORT FILM SN (10)
CPP (EVKADINLARI)
ÖLCÜLEN KANAL NET $
ÖLCÜLMEYEN KANAL NET $
TOPLAM NET BÜTÇE
GRP/HFT
GRP/AY
ÖLCÜLEN KANAL NET $
ÖLCÜLMEYEN KANAL NET $
TOPLAM NET BÜTÇE
400
75
13,93
30
16,39
122.925
30
16,0
72.000
0
122.925
72.000
60
5+
60%-2+
55
4+
60%-3+/50%-4+
320
240 120
800
25
13,93
111.439
15.000
111.439
0
100
75
400
200 100
720
278.598
55.000
333.598
75
0
194.925
120
25
16,39
196.680
25.000
196.680
420
240
120 270
730
319.605
25.000
344.605
308.119
40.000
308.119
100
75
75
0
150
72.000
0
72.000
0
1.600
1.600
670.203
80.000
750.203
Circulation and Net Sales
Circulation: # of prints of a newspaper or a magazine
Net Sales: Sales of newspapers after distribution
Online Media
Basic Terms
• Impression: Page view
• Cost per mille (CPM): Cost per 1000 impression
• Cost per view (CPV): Cost per one impression
• Unique visitor: # of visitors who see the web
page/advertisement for min. one time
Basic Terms
Online Media
• Click
• Cost per click (CPC): Cost per one click
• Click through rate (CTR): Ratio of clicks to total
impressions
Online Media
Basic Terms
• Cost per acquisition (CPA): Cost per online
sales
• Cost per lead (CPL): Cost per member
• Bounce rate: Rate of visitors who close the web
site straight away
• Conversion rate: Ratio of clicks to targeted
actions
CLUTTER
Excessive amounts of advertising or editorial material carried by media
vehicles. The amount may be excessive both in terms of the total
advertising time and space and in terms of its scheduling.
Assignment
• Choose a brand from the list of
advertisements from the instructor determine
its target audience (demographic,
psychographic, buying behaviour and media
consumption) and follow up its advertising
campaign in all media till 31st December
2014.
• Take notes about where/when you see the
advertisement in detail.
• Write a report for one page about the media
strategy of the brand.
Assignment
• Work in groups (3 students)
• Each group should choose a different
campaign.
• Deadlines:
– Groups and brands should be determined by
the 14th Nov 2014, latest.
– Reports about media strategy and follow up
should be handed in by the 5th January 2015,
Monday, latest.
Assignment for International Students
• Write a report (1,5 space, times new roman, max. 3.500
words) on your countries’ media environment which
introduces general frameworks and structure. The following
issues are some examples of what you should cover in your
report:
– Media ownership
– Mainstream media (television channels, newspapers, magazines,
radio etc.)
– Alternative media
– Media contents
– Media consumption habits
– Contemporary media trends
– Important numbers and analysis on media
Deadline: 5th January 2015, Monday, latest.
PROBLEMS IN MEDIA
PLANNING
• Insufficient media data
• Lack of objectivity
• Time pressures
• External influences
• Pressure to produce creative media plans
• Institutional influences on media decisions
• Measuring advertising effectiveness