Media Xpress by TAM Media Research INDEX. 1. How has a particular channel been performing over the chosen time period(quarter/month/week)

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1 INDEX OUTPUTS USEFUL FOR PLANNERS 1. How has a particular channel been performing over the chosen time period(quarter/month/week) MODULE USED: Trends by quarter/month/week 2. Which part of the day has a particular channel been performing well in? MODULE USED: Channel share by dayparts-weeks 3. How many people will a particular programme be able to reach? MODULE USED: PROGRAMME REACH AND FREQUENCY 4. Does a particular programme match the profile of my users? MODULE USED: Profile 5. There are more new triers or repeaters on a particular programme. MODULE USED: loyalty 6. Do the strong markets of the serial and my brand match? MODULES USED: TRENDS BY CITY 7. Are the two channels I want to place ads in sharing similar viewers? MODULE USED: Duplicate Viewing 8. Have my spots been delivered as scheduled? MODULE USED: Brand spot listing 9. How has a particular break performed? MODULE USED: Break performance 1

2 10. Which spot has delivered how many spots/spent how much/attracted how many GRPs? MODULE USED: Spot summary 11. Will my plan be able to achieve its target? MODULE USED: Spot reach and frequency-pre 12. How effective has my plan has been in achieving its target? MODULE USED: Reach and frequency-post 2

3 OUTPUTS FOR USE BY PLANNERS 1. How has a particular channel been performing over the chosen time period (quarter/month/week) For the planning process, every planner needs to have knowledge of how the different channels have been performing over the past few weeks/months or quarters. This information is important for the planner because he needs to know the kind of GRPs, he would be able to achieve with which channel. To gain this information, the planner needs to go to the Trends by quarter/month/week module. MODULE USED: Trends by quarter/month/week PROCEDURE: i In the Trends tab in analysis window, choose Trends by quarter/month/week (as required). ii Make the required selections for rest of the options iii The module will display the output for trends shown by the channel.to make the run for a particular programme, choose the corresponding day part and the result would show the trend as displayed by a programme. iv Process the modules. The output would appear as: 3

4 In the given output example, by looking at the TVR column, that Star usually achieves a TVR of 11 to 12 during the specified time period(in this case 21:30 to 22:30).Another point the planner would be able to access is that these TVRs remain constant across the time period specified(week 39 and 40). 2. Which part of the day has a particular channel been performing well in? After the planner has a list of channels he plans to advertise in, it is important for him to know, what kind of audience he would be able to attract in which time duration, so that he is broadly able to classify, which part of the day he should advertise in which channel. This information can be gained from the Channel share by dayparts-weeks module. MODULE USED: Channel share by dayparts-weeks Procedure: i In the Trends tab in analysis window, choose Channel share By Dayparts-Weeks. 4

5 ii Make the required selections for rest of the options iii Process the modules. The output would appear as: The output as shown, would display Reach, TVR and share of the channel in a particular daypart and week wise. This would help the planner observe which day parts are gaining or losing or in observing which day parts are appropriate for planning the advertising on the basis of estimation of audience across dayparts. For e.g., in this case, we see that the planner would be able to observe from the output, that Star is able to attract a TVR of around 0.29 during the first daypart and around 4-5 in the second daypart.also,this TVR is not showing any major trends over the analyzed 4 weeks and is more or less fluctuating. 3. How many people will a particular programme be able to reach? Every planner has to deliver some amount of GRPs from its plan.so, its very important for him to know, how much Reach and frequency would particular programme deliver. This information can be attained by him using the Programme reach and frequency module. MODULE USED: PROGRAMME REACH AND FREQUENCY PROCEDURE: i In the Planning tab in analysis window, click on Programme reach and frequency to choose it as the selected module. ii From the pop-up window that appears, choose the programme for the analysis, by choosing genre, language, keyword or either of these in combination with appropriate day part. 5

6 iii Make the required selections for rest of the options. iv Process the modules. The output would be displayed as: Since this gives information regarding TVRs, reach, etc., it can be used by the media planner for quantitatively analysis and deciding how to achieve the required level of GRPs.For e.g., in this case, if we look at the TVR figures, we know the kind of GRP s that can be achieved by the planner by advertising in the chosen programme. In addition, if there is some frequency level that the planner wants to achieve, by looking at average frequency figures, 1, 1.16,etc. in this case, he would know, what kind of frequencies he would be able to achieve for the ad by advertising in a programme. So, it can be used as a pre planning tool to judge programme s usefulness of the campaign. 6

7 4. Does a particular programme match the profile of my users? Before working out a plan, a planner needs to know what genre of programmes he should advertise in. For this kind of information, he needs to know, what profile viewers a particular programme attracts. MODULE USED: Profile This Module can be used in two ways: Daypart: This can be used to extract the above mentioned information for specified daypart options. Programme: In this part, the profile of the viewers is known programme wise. In this case, the specifications for the programme will have to be provided in the window that opens for Genre/language/keyword details. PROCEDURE: i In the Advanced tab in analysis window, choose Profiles. ii Choose whether you want to conduct the analysis by day part or by programme. Make the required selections for rest of the options iii In case of audience option, choose the various profile of audience that you want to make the choice among. iv Process the modules. 7

8 The net index figure in the output would show the kind of audience that watch the programme. An index of more than 100 would show the suitability of the daypart with the profile and opposite is the case for less than 100 index. For e.g., In this case, we know that the chosen daypart/programme was popular more with CS 35+ than CS 15-35,because,the index for later is 130 while for the former its only 80.This information can be used by the planner to advertise for products targeted at age group There are more new triers or repeaters on a particular programme. A planner needs to know whether a particular programme has mainly new or repeat triers.this kind of information is generally used by planners in deciding whether a particular campaign needs to cover maximum reach or does it want to capture same kind of audience a number of times. To make such decisions, it gets the information about the loyalty of viewers from the Loyalty module. MODULE USED: Loyalty 8

9 PROCEDURE: i In the advanced tab in analysis window, choose loyalty. ii Choose whether you want to conduct the analysis by day part or programme. iii Make the required selections for rest of the options. iv Process the modules. The output would look like: This module will give measure loyalty in form of NEW TRIER: This figure tells the % of people who are watching or trying the programme for the first time. FRS: This figure tells us the viewers who have revisited the programme for the first time or those that are first time repeaters. SUB: This tells the viewers who are not revisiting the programme first time and have visited it before, more than once. %NEW: This tells that out of the total viewers what the percentage of new triers is. %REPEATERS: This tells that out of the total viewers what the percentage of triers who are not watching the programme for the first time. Looking at this information, we see that the figures in the repeater column are on the higher side (95, 85, etc).so, if the planner wants repeat 9

10 advertising for his product, it would be useful for him to advertise in the given programme. 5. Do the strong markets of the serial and my brand match? Its important for a planner to know, which kind of programmes are popular in the market where his target group is placed. This kind of information will help him target his advertising at the right niche of people. MODULES USED: TRENDS BY CITY PROCEDURE: i In the Trends tab in analysis window, choose Trends by cities. ii Make the required selections for rest of the options iii The module will display the output for trends shown by the cities. iv Process the modules. By observing the reach of a programme as shown by various cities the popularity of the programme in different cities can be observed. This information can be used by the planner to know whether the programme in which he wants to advertise is strong in a particular market (his target market) or not. For e.g., in the given output, if the product that is to be advertised is Delhi specific, the planner would choose not choose Sony but would look onto other channels that are more popular in Delhi. 7. Are the two channels I want to place ads in sharing similar viewers? Viewers often watch more than one channel simultaneously (shifting from one channel to another).a planner would be interested in knowing such information because in case the 10

11 planner wants to cover maximum reach, he would not to advertise on channels that share similar viewers. MODULE USED: Duplicate Viewing This Module can be used in two ways: Daypart: This can be used to extract the above mentioned information for specified daypart options. Programme: In this part, the loyalty of the viewers is known programme wise. In this case, the specifications for the programme will have to be provided in the window that opens for Genre/language/keyword details. Procedure: i In the advanced tab in analysis window, choose Duplicate viewing. ii Choose whether you want to conduct the analysis by day part or programme. iii Make the required selections for rest of the options iv Process the modules. The output would be as: The out put would be in the form of a matrix for the specified channels. It will tell, how many percentage of audience of one channel were also watching the other channels (in breaks) For e.g., in the above output, 895 of Sony s viewers were watching Star in the specified day part. Similarly, 835 of Star s viewers were watching Sony during the specified day part. This information can be used by the planner to make sure that he does not put his brand in channels that receive similar kind of viewers or else uses channels with similar viewers incase repeat exposure is desired. So, 11

12 someone desiring maximum reach would not advertise in Sony and Star both. 8. Have my spots been delivered as scheduled? There needs to be a check on whether a plan is delivered as scheduled.for this information the Brand spot listing module is required, which will give monitoring information about the plan. MODULE USED: Brand spot listing PROCEDURE: i In the planning tab in analysis window, choose Brand spot listing. ii On clicking on the module, a advertiser/product category/brand/brand variant window will appear. Choose the required particulars for the product for which the spot listing is required. iii After this, Genre/language/keyword detail window appears. In this window, choose the programme(s) in which the brands need to be checked. iv Also, choose the Normalized duration, which you want to choose as the base for considering the other parameters of the ad. v Make the required selections for rest of the options vi Process the modules. The output would be as: 12

13 The output would generate particulars of the programmes, where the ad appeared. This would include product category, advertiser, brand programme day, date, genre, name, language, start time and duration. In addition it would include various parameters like PA- Position of the ad (in the break) TA-Total number of ads (in the break) Product-This is the name of the product that has been advertised. Brand-The brand that was advertised Variant-The exact variant/detail of what was advertised. Cost- cost of the spot or of airing the ad at that spot. CPRP-cost per rating point is the cost that was borne by the advertiser for every GRP that was achieved. NORM TVR: This is the TVR that is calculated on the basis of normalized duration. Normalized duration is the duration that is chosen as the base duration for considering other the parameters of an ad like cost, TVR etc. 13

14 CPT- Cost per thousand. This is the cost incurred by the advertiser per thousand people reached. This helps the planner observe the total campaign GRPs as delivered by a programme.for e.g., in this output, the addition of TVR column would be able to give the total GRPs as delivered for the advertiser Procter and Gamble. This information can be used by the planner to track competition s activity-the way he has used media resources and distributed his GRPs. It can also be used to monitor the spots for one s brand that have been delivered. 9. How has a particular break performed? To be able to access how useful it would be to advertise in a particular programme s break, the TVRs for the previous breaks can be looked at. This information is available in the module Break performance. MODULE USED: Break performance PROCEDURE: i In the planning tab in analysis window, choose Break performance. ii After this, Genre/language/keyword detail window appears. In this window, choose the programme(s) in which the breaks need to be analyzed. iii Make the required selections for rest of the options. iv Process the modules. The output would be as: 14

15 The output would generate particulars of the programmes, where the ad appeared. This would include programme day, date, genre, name, language, start time. In addition it would include various parameters like DUR-This will tell the duration of the entire ad. PA- Position of the ad TA-Total number of ads Commercial-The ad that was monitored(theme) Product-This is the name of the product that has been advertised. Brand-The brand that was advertised Variant-The exact variant/detail of what was advertised. Cost- cost of the spot or of airing the ad at that spot. CPRP-cost per rating point is the cost that was borne by the advertiser for every GRP that is achieved. This module will deliver post campaign TVRs based on actual adex telecast information. It can deliver TVRs at programme, commercial and break level. In addition it allows analyzing the performance based on different TGs. For e.g., in this case, the analysis has been done at programme level, so the planner would 15

16 know that the kind of TVRs achieved in a particular programme s break would be as given in the TVR column. 10. In addition, it can be used to track competition activity. What are the total spots enjoyed by a particular brand? An advertiser would want to know how many spots its competitor has been able to get or the GRPs that he might have been able to achieve. This information would be available in the Spot summary module. MODULE USED: Spot summary Procedure: i In the planning tab in analysis window, choose Spot summary. ii After this, Genre/language/keyword detail window appears. In this window, choose the programme(s) in which the breaks need to be analyzed. iii Make the required selections for rest of the options. iv Process the modules. The output is used to give a summary of the spots for the planner. 16

17 It gives a very comprehensive summary for over all view of the market. It tells that in a particular market what brands have been advertised for how much time and also the cost involved. It also tells what are the GRPs as attracted by each of the advertiser/product/brand. For e.g., In this case, we see that Sundrop brand has enjoyed 35 spots, achieved a GRP of 21 and spent on advertising during the chosen time duration. 11. How effective my plan would be in achieving its target? Every planner would want to experiment with his plan and would try to judge the kind of GRPs it would be able to achieve before actually implementing it. This is possible in the Spot reach and frequency-pre module, which allows the planner to choose a list of spots for the plan and then test its efficacy. MODULE USED: Spot reach and frequency-pre Procedure: i In the planning tab in analysis window, choose Spot reach and frequency-pre. ii After this, there will be a window asking if the user wants to create a new log. On clicking on the Create a log option, a window appears for creating a log. This window, allows to create a log by Commercial/Programme, By daypart, By product/brand/variant. iii On making the required selections, extract a list of spots in the specified selections.from the list of these available spots, devise a list of spots that are required in the schedule. iv Save this schedule. v Include this log file in the analysis window and make the required selections. vi Process the modules. The output gives assessment of how many GRPs would the plan be able to capture. This module is very useful because it helps the planner check his plan before putting it in the market. So, it gives him a chance to check and modify his plan as desired. 12. How effective my plan has been in achieving its target? 17

18 After the plan has been implemented, a planner would want to know how effective has plan was and whether it was able to deliver the required GRPs.This is possible with the Reach and frequency-post module. MODULE USED: Reach and frequency-post PROCEDURE: i In the planning tab in analysis window, choose Reach and frequencypost. ii On clicking on the module, an advertiser/product category/brand/brand variant window will appear. Choose the required particulars for which the spot listing is required. iii After this, Genre/language/keyword detail window appears. In this window, choose the programme(s) in which the brands need to be checked. iv Make the required selections for rest of the options v Process the modules. The output would be as: 18

19 DUR-This will tell the duration of the entire ad. PA- Position of the ad TA-Total number of ads Product-This is the name of the product that has been advertised. Brand-The brand that was advertised Variant-The exact variant/detail of what was advertised. It would help one know how much a plan has been able to achieve its target. It will tell the reach and frequency performance at the Total, product, brand level. For e.g., in this case, the analysis has been done on advertiser level and the first row tells that, that spot of Procter and gamble was able to achieve a GRP of 0.15 and so on. This module can also be used to keep an eye on how successful the competitor is. 19

20 PRIVATE PRODUCTION HOUSES 1. What s the reach and average frequency of my programme? MODULE USED: PROGRAMME REACH AND FREQUENCY From a production house s point of view, it s very important to know how much viewership a programme is attracting. This information is useful because it helps judge the popularity of the programme.the module which explicitly gives this information as required by the production houses is Programme reach and frequency. PROCEDURE: i In the Planning tab in analysis window, click on Programme reach and frequency to choose it as the selected module. ii From the pop-up window that appears, choose the programme for the analysis, by choosing genre, language, keyword or either of these in combination with appropriate day part. iii Make the required selections for rest of the options. iv Process the modules. The output would be displayed as: 20

21 The output in this case would consist of the particulars of programme chosen like name, language, and genre, start and end time. The other variables would be TVR, RCH 000, RCH, Gross RCH, Average, Reach 000s, Reach 1+,2+ and at similar frequencies. This module gives an idea of how successful a programme is. For e.g., in this case, by looking at the RCH column, we see that the chosen programme manages RCH of around 600 at the peak time. Also looking at the reach at explicit frequencies, we can judge how popular it os.for e.g., in this case, we see that the reach at 1+ (in the highlighted row ) is 18 and that at 2+ is only 3. It helps in knowing the Reach and frequency of events like tournaments, etc. 2. Is my programme gaining or losing popularity in the specified time period? Its important for a production house to know if the number of viewers being reached by a programme is increasing or decreasing over a time period. This can be done by Trends by weeks/months/quarter module. 21

22 MODULE USED: Trends by weeks/months/quarter PROCEDURE: i In the Trends tab in analysis window, choose Trends by quarter/month/week (as required). ii Make the required selections for rest of the options iii The module will display the output for trends shown by a particular programme, by choosing the corresponding day part and the result would show the trend as displayed by a programme. Iv Process the modules. The output would appear as: For a particular programme analysis, the analysis can be used to see how the programme has been performing over a period of time and hence can be used for strategic decisions. For e.g., in the given output, we see that the 22

23 share of the programme (in this case Jassi) for which the analysis has been conducted has remained more or less same. The output would show how the TVRs have been changing over the specified time period. It would also show the reach over the time duration specified. For e.g., in this case, the TVRs maintain a constant level. Another important analysis as given by output would be the change in the share of the channel by which one can observe the pattern for channel popularity as compared to the universe over a specified time period. In addition, another point of view of looking at this information would be to observe the effect of change in audience in case of change in programme technique,etc. 2. How has a particular episode performed? There continue to be various turns and major changes in serials.its important for a production house how these changes affect a programme s reach. MODULE USED: Trends by date PROCEDURE: i. In the Trends tab in analysis window, choose Trends by date. ii. Make the required selections for rest of the options iii. The module will display the output for trends shown by the channel.to make the run for a particular programme, choose the corresponding day part and the result would show the trend as displayed by a programme. iv. Process the modules. The output would look like this: 23

24 From this output it would be possible to study for every episode of a programme, as to how successful it was and what s the trend that reach has followed over every episode. For e.g., in the given output, we see that the TVR and reach both fall in the fifth entry.tvr from7.19 to 5.51 and Reach from 1095 to 826.Also, the channel share went down from to So,there the production house needs to see what caused such a fall. 6. Which kind of audience does my programme attract? A production house would want to know, what kind of viewers are watching its programme, so that the programme can be customized or scheduled accordingly. MODULE USED: Profile This Module can be used in two ways: Daypart: This can be used to extract the above mentioned information for specified daypart options. Programme: In this part, the profile of the viewers is known programme wise. In this case, the specifications for the programme will have to be provided in the window that opens for Genre/language/keyword details. 24

25 PROCEDURE: i. In the Advanced tab in analysis window, choose Profiles. ii. Choose whether you want to conduct the analysis by day part or by programme. Make the required selections for rest of the options iii. In case of audience option, choose the various profile of audience that you want to make the choice among. iv. Process the modules. The profile of audience would give output in the form of TVR, viewership % and also channel share.the net index figure in the output would show the kind of audience that watch the programme. An index of more than 100 would show the suitability of the daypart with the profile and opposite is the case for less than 100 index. For e.g., in this case we see that the net index is higher in CS 35+ than in CS 15-35,this shows the programme is more popular in CS 35+ age group and hence this target group needs to be kept in mind. To discover whether the profile of viewers for a programme is changing. 25

26 7. How loyal are my viewers? A production house would want to know if its viewers are sticking to a programme. Such information would be known to the production house from the loyalty module. MODULE USED: loyalty This Module can be used in two ways: Daypart: This can be used to extract the above mentioned information for specified daypart options. Programme: In this part, the loyalty of the viewers is known programme wise. In this case, the specifications for the programme will have to be provided in the window that opens for Genre/language/keyword details. PROCEDURE: i. In the advanced tab in analysis window, choose loyalty. ii. Choose whether you want to conduct the analysis by day part or programme. iii. Make the required selections for rest of the options. iv. Process the modules. The output would look like: This module will give measure loyalty in form of NEW TRIER: This figure tells the % of people who are watching or trying the programme for the first time. 26

27 FRS: This figure tells us the viewers who have revisited the programme for the first time or those that are first time repeaters. SUB: This tells the viewers who are not revisiting the programme first time and have visited it before, more than once. %NEW: This tells that out of the total viewers what the percentage of new triers is. %REPEATERS: This tells that out of the total viewers what the percentage of triers who are not watching the programme for the first time. This information will help in accessing how popular the programme is or to what extent are the viewers loyal. The loyalty of the programme will help in accessing if a particular programme is being liked or watched regularly by the audience. For e.g., in this case, the loyalty index for the programme is around 65% and thus it enjoys loyal viewers. It will also help judge the number of trials as changing across episodes. 27