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2. Understanding Media Planning
Session 1

3. The Agency Process
Marketing Sales/ Trial/ Awareness
Objective
Marketing 4 Ps
Strategy Who
Role of Get consumers Target
When/ Where/
Advertising/Obj to react Consumer To How Many/
How often
What/ How
Advertising Creative Media
Strategy Strategy Strategy
Positioning

4. Media’s Primary Role
To ensure that the communication
reaches a predetermined number of people,
with certain common characteristics, with
an adequate degree of impact, at the
right time and at the lowest cost

5. The function of media planning assumes greater importance
when
Multiple Options Available
Budget is Limited
&

6. How does the media agency work ?

7. CLIENT BRIEF MEDIA STRATEGY PRE EVALUATION BUYING
BRIEF
CHANNEL
BUYING BRIEF
Media Planning FINAL PLAN
PRESENTATION
Process
PLAN SCHEDULE
FINAL SCHEDULE
PRESENTATION
START OF CAMPAIGN CHANNEL
POST-EVALS MID-EVALS
& TRACKING IMPLEMENTATION BRIEF
Planning to striking the deal

8. Client Brief
1. Marketing Objectives
2. Advertising Objective
3. The role of Media
4. Target Audience
5. Market Priorities
6. Competition
7. Seasonality
8. Other considerations – Do’s & Dont’s
9. Budget

9. Media Strategy

10. Simply Put Media Strategy Is
1. Target Audience
2. Target Markets
3. Media Weights
4. Media Mix
5. Scheduling
5
Media Plan Development

11. Simply Put Media Strategy Is
1. Target Audience- Who to target?
2. Target Markets- Which markets to go to?
3. Media Weights- How many audience to reach –
how many times?
4. Media Mix- Which media to use?
5. Scheduling- When to advertise?

12. Media strategy is required to take decisions on the client investment
…And every investment has some Risk involved !

13. Hence, the need for currencies
to assess RISK

14. Terminologies used in Media

15. Reach (Coverage)
The percentage of the target audience (TG)
who saw the commercial at least once
during a given campaign period
TG is the set of viewer who have
similar profile and media habits
All Adults, 25+, SEC A Male , 25+, SEC AB Female, 25+, SEC AB
Basic understanding of concepts

17. Reach (Coverage)
Total TG= 6
TG which saw the
commercial= 4
Reach % = 4/6 *100
67%
Basic understanding of concepts

18. TV Rating
1 rating point = 1% of the Viewing.
Similar to REACH
Only differentiator is that TVRs are time weighted
Basic understanding of concepts

19. TVR
Total time viewed : 10 min 0 min 4min 0 min 25min
Time spent 10/30 0 4/30 0 25/30
Program TVR = (10/30) + ( 4/30) + (25/30)
X 100
5
= 26%
Hence, viewership is a combination of REACH & TIME SPENT

20. Gross Rating Points (GRPs)
Programme
Rating
The sum of all ratings achieved in a campaign.
Basic understanding of concepts

21. Example : GRPs achieved for a particular Campaign
3 TVR
4.5 TVR
AKK
6 TVR 5 TVR
Laadli
Yeh
Bidaai Rishta

22. Gross Rating Points (GRPs)
Programme Rating
Laadli 4.5
Bidaai 6.0
Yeh Rishta 5.0
AKK 3.0
Total 18.5 GRP’s
Basic understanding of concepts

23. Average Frequency
The number of times, on an average, the
audience reached sees the commercial
during a given period.
Basic understanding of concepts

24. Average Frequency
Formula : Average Frequency =Total GRPs ÷ Reach
In Practice : 120 GRP’s ÷ 50% reach = 2.4
50% of target audience will see the commercial for
2.4 times on an average
Basic understanding of concepts

25. Question
350 GRPs and 7.0 Av Freq. = ? % Reach 50
80% Reach and 5.0 Av Freq.= ? GRPs 400
400 GRPs and 80% Reach = ? Av Freq. 5.0
50
5.0
400
Basic understanding of concepts

26. 75 % @ 1+
What does it all
60 % @ 3+
mean ???
50 % @ 5+
38 % @ 6+
Basic understanding of concepts

27. 60 % @ 3+
60% of target audience will be able to
see the commercial at least 3 times
‘3’ is the Effective Frequency-
Frequency at which the advertising
will be effective
Basic understanding of concepts

28. Channel Share
Channel Share =
TVR of Channel/Daypart/ Programme X 100
Any Channel TVR within the same Daypart

29. Channel / Programme share
Channel Share : channel viewing as a percentage of
total TV viewing at the specified time
Program Share : program viewing as a percentage of total
TV viewing at the specified program time
80%
60%
40%
TV viewing
Channel viewing
Program viewing
Basic understanding of concepts

30. Share amongst competing channels
(Genre Share)
• Share of viewing can also be compared within genre or
competitive set
– same data but comparison within a new base
• For e.g:
– Last week STAR Plus took 12% share of total viewing in
cable homes in HSM
OR
– Last week STAR Plus took 30% share of GEC
entertainment channel share in cable homes...
Basic understanding of concepts

31. Exploring the Ratings
Basic understanding of concepts

32. Programme Rating
The TVR is averaged from the start minute to the end minute
of the Programme
Kis Desh Mein Hai Mera Dil : TVR : 4.0
5.67
5.38
4.96
4.51 4.62
4.42 4.39 4.43
4.35 4.3 4.394.394.36 4.36
4.25
4.03 4.13 4.06
3.82 3.74 3.99
3.55
3.27
3.01 3.09 3.033.073.15
2.792.732.79
20:30 20:33 20:36 20:39 20:42 20:45 20:48 20:51 20:54 20:57 21:00

33. Slot/Break Rating
The TVR is averaged from the first minute to the last
minute of the commercial break
Kis Desh Mein Hai : TVR : 3.15 Break
2.73 3.09 3.073.15
3.01
2.79 2.79 3.03
20: 30 20:33 20: 36 20: 39 20: 42 20: 45 20: 48 20: 51 20: 54 20: 57 21: 00
Source: TAM; Period : Wk 38’07 ( Mon 2200-2230); TG: CS 4+ yrs; Market : HSM

34. Spot Rating
The TVR for the actual commercial spot
Break
Kis Desh Mein Hai : TVR : 2.73
2.73 3.09 3.073.15
3.01
2.79 2.79 3.03
20: 30 20:33 20: 36 20: 39 20: 42 20: 45 20: 48 20: 51 20: 54 20: 57 21: 00
Source: TAM; Period : Wk 38’07 ( Mon 2200-2230); TG: CS 4+ yrs; Market : HSM

35. Time band Rating
The TVR is averaged from the start minute of the given
time band to the end minute (Mainly used for RODPs)
TVR : 2.2
12: 00- 15: 00
3.05
2.88
2.68 2.62
2.37
2.15 2.27 2.24 2.28
1.76
0.89
0.82
12: 00 12: 15 12: 30 12: 45 13: 00 13: 15 13: 30 13: 45 14: 00 14: 15 14: 30 14: 45

36. The usage of the currency
Basic understanding of concepts

37. The CPRP / CPT game
CPRP: Cost per rating point
CPT: Cost per thousand
Basic understanding of concepts

38. CPRP
The cost of buying one rating point.
Formula : Cost ÷ TVR = Cost per TVR
In Practice : Rs. 220,000 ÷ 20 TVR
= Rs. 11,000 cost / TVR
Usually measured per 10 sec
Used as a planning / buying benchmark
Basic understanding of concepts

39. CPT
The cost of reaching a thousand viewers.
Formula : Cost ÷ TVR in’000 = Cost/thousand
In Practice: Rs 220,000 ÷ 40,000
= Rs 50 CPT
Basic understanding of concepts

40. Channel CPT
• Total GRPs – 1500
• Universe Size – 3mn
• Cost – 2 crores
• CPT = Cost
X 1000
GRP x Universe
100
• CPT = 444

41. Example – Channel CPT
Period- Annual 2008 2009
Cost (Rs) 250000000 250000000
GRPS 20000 18000
CPRP 12500 13889
Universe 22314 26413
Gross Impressions 4462800 4754340
Average CPT 56 53

42. What are the Data bases available to
measure audiences & Benchmarking
SESSION 2

43. Basic Tools used in Media Planning & Buying
Media Express (TAM)- Only TV
TAM ADEX – TV, Press, Radio
NRS / IRS
ABC - Press
Tools used for media planning & buying

44. Media Express
TV audience measurement (TAM)
Ratings, Shares,
What it gives ? Frequency, Time
spent, GRPs
Available at the
To what detail ? category, brand,
markets,viewer level
To evaluate the
What is the Use? deal/plans/Environment
Tools used for media planning & buying

45. Understanding TAM
Tools used for media planning & buying

46. Start of TAM
• Started in 1998 when the TV industry pie was
only Rs. 1500 crores
• Started with 1800 meters in 9 cities

47. TAM operations : A snapshot
• Across 148 towns in India
• Panel comprising 7000 homes
Imagine asking 35,000+ individuals every minute,
365 days of the year what they watch!
• Viewing monitored for ~ 250 active channels

51. Peoplemeters
Set
Monitoring
Unit
Home
Management
Interface
Remote
Control
Handset
Tools used for media planning & buying

52. Measuring the TV rating
Meter
Using Peoplemeters
Research Company
 Research company determines representative sample
 “Meters” installed
 Individual householder details recorded
 Householder “pushes button” when watching.
 Recorded as a viewer
 Data on-line to research company Handset
Tools used for media planning & buying

53. What can we find out from the peoplemeter data ?
• Peoplemeters report viewing on a continuous basis
• Peoplemeter reports viewing every minute of the day.
• This means viewing data can be analysed in great detail
and over time (trends).
Tools used for media planning & buying

54. Uses of XPRESS ?
Gauges viewership of TG
• Reach & Frequency
• Program and Break performance
• Reach – Cumulative and by weeks
• Profile of Viewers – By Channel & Programs/by Demographics &
Markets
• Channel Shares by TG/Dayparts and across weeks
• Channel/Programme Loyalty
• Brand Spot Listing
• Minute by minute viewership trends
• Trends – by weeks, days and cities
Tools used for media planning & buying

55. Program Reach & Frequency
Raja Ki Kis Desh Bidayi Yeh Rishta AKK
Avg. Freq. 1.8 2.2 3.0 2.8 1.8
Reach @1+ 15 25 31 30 19
For ex: 15% of the audience has seen 1.8 episodes of Raja Ki..

56. Program v/s Break Performance
Measure for Stickiness
6 5.7 25%
21% 4.9
5
20%
4.2
4 17%
3.5
15% 3.4 15%
14% 14%
3 2.7
10%
2
2 1.7
1.4
1.2
5%
1
0 0%
Sangam Santan RKAB KDHMD Bidayi
PTVR B TVR Drop %

57. Reach & Cumulative Reach
90
82
75
70 71 70
67 67
Wk7 Wk8 Wk9 Wk10
Weekly Cumulative
STAR Plus reaches out to 90mn over a month

58. TG Profile: Star One audience profile
skewed to youth in higher SEC
[4-14]
140
SEC D/E [15-24]
120
100
80
SEC C [25-34]
60
40
20
SEC B 0 [35-44]
SEC A [45-54]
FEMALE [55& ABOVE]
MALE

59. Channel Share
Channel Share by TG
% Share Prime Time Afternoon
Channel Share by TG
Star Plus 12 11
% Share CS 4+ YRS CS FEMALE ABC 15+ YRS Colors 12 6
Star Plus 9 10 Zee TV 10 5
Colors 8 10 Cable Regional 6 9
Zee TV 6 7 Zee Cinema 4 5
MAX 5 4 MAX 4 7
Zee Cinema 5 4 Star Gold 3 3
Star Gold 3 2
Zee Marathi 3 2
Sony 3 3
NDTV Imagine 3 2
Zee Marathi 3 4
NDTV Imagine 2 3 ETV Marathi 2 1
Star One 2 2 Sony 2 2
Zee Bangla 2 1
Star One 2 2
Sahara One 2 2
SAB 2 1
Star Jalsha 1 1

60. Program Loyalty
While AKK reach remains unchanged over 4 weeks of launch
Total repeaters increase to 86%
7 100
90
86 86
84
80 81 80 80
76
73 74
6 6 6 6 70 6 6 6 70
6 67
60
60
54
50 50
40
5 5 38 5 5 5 5 5 5 5
5
30
20
10
12/10/2008
12/11/2008
12/18/2008
12/22/2008
12/23/2008
12/24/2008
12/25/2008
12/15/2008
12/16/2008
12/17/2008
12/1/2008
12/2/2008
12/3/2008
12/4/2008
12/8/2008
12/9/2008
4 0 0
Reach % Cume Rpt

61. Brand Spot Listing (Post Eval)
Spot by spot delivery details
Edible Oil
Advertiser Brand Variant FCT (secs) GRPs NGRPs/10s
AGRO TECH FOODS LTD SUNDROP NUTRILITE VP-BOY PULLS BLOCKS 855 64 96
SUNDROP SUPERLITE VP-10 %/SON/VITAMIN A D E 1125 64 96
CARGILL INDIA PVT LTD GEMINI REFINED EDIBLE OILBOY 140 28 55
PRODUCT WINDOW 240 105 105
MARICO INDUSTRIES LTD SAFFOLA GOLD OIL PARENTS RACE 700 27 70
Grand Total 3060 288 422
1. Post evaluation can be done for specific markets & TG
2. Data available by category, advertiser, brand , caption
3. Data available by date, day, time, & program
4. Details on multiple edits – hence, total FCT consumed on the channel/program
5. Client activity on the competition channel can be tracked
6. Deliveries can be divided separately for commercial FCT vs. promo FCT

62. Minute by Minute Viewership Trend - Bidayi
Breaks
10.0
9.2
9.0 8.7
8.8 8.8 8.9
8.6 8.5 8.2
7.9 8.3
8.0 8.1 8.0
7.6 7.8
7.0 7.1
7.2 7.1
7.0 7.5 7.0 6.9
7.0 6.0 6.5
6.2 6.3
6.0
Avg TVR
5.8 5.8 6.3
5.5
5.0
4.0
3.0
2.0
1.0
0.0
21:00
21:01
21:02
21:03
21:04
21:07
21:08
21:11
21:12
21:13
21:15
21:16
21:17
21:18
21:19
21:20
21:21
21:23
21:24
21:27
21:28
21:29
21:05
21:06
21:09
21:10
21:14
21:22
21:25
21:26

63. Viewership Trends
Minute by Minute viewership data available by TVR, Reach, Share & Time
1
Spent
0.9 0.9 0.9 0.9 0.9
0.9 0.9 0.8 0.9
0.8
0.8
0.6 Trends by
Weeks
0.4
0.2
0 Wk7
Wk8
Wk1
Wk2
Wk3
Wk4
Wk5
Wk6
Wk9
Wk10
1.2
1.0
1.0 0.9 1.0
1.0 0.9
0.8 Trends by
0.7
0.6 Days
0.6
0.4
0.2
0.0
Sun
Mon
Sat
Thu
Tue
Fri
Wed
1.4
1.2
1.2
1.0 1.0
0.8 Trends by
0.8
Cities
0.6
0.4
0.4
0.2
0.0
Mum
HSM
Cal
Del
STAR Plus Avg TVR

64. To Measure Advertising spends
TAM Adex
1. Advertising spends are measured to
arrive at the competitors strategy
2. To understand the activity of different
category/Clients across media
Tools used for media planning & buying

65. …and how is the data useful?
• Share of Expenses (SOE)
• Clients/Categories active on air
• Clutter levels
• Fill levels
• Time-band focus
• Seasonality
• Promo Support (Tagons)
• Detailed category/competitive analysis
Tools used for media planning & buying

66. Category Report
• Data Available
– Channel/Genre-wise FCT consumption
– By Category/Client
• How to read the data?
– What categories/advertisers are present on competition and not on our
channels?
– Are they consuming higher sec on competitive channels/networks?
– Understanding profile of advertisers
• Niche Vs Mass ( Frequency vs Reach)
• Will give insights into their TG profile
• Use for pushing ‘similar TG profile’ properties to clients
• Defining Competition
– Need not just be direct (GEC vs GEC, Hindi Movies vs Hindi Movies)
– Why is an advertiser/category present on english ent but not eng mov?

67. Connectivity?
Its all about being connected
Tools used for media planning & buying

68. What is connectivity?
Type of TV Set
Cable
Operator
Cable
Home
Tools used for media planning & buying

69. Connectivity depends on
1. Type of TV set
2. Cable operator
Tools used for media planning & buying

70. What are the different bands?
1. Prime Band
2. Colour Band
3. S-Band
4. Hyper Band
5. UHF Band
Tools used for media planning & buying

71. How does Connectivity effect our lives?
• Availability of a channel in a certain band decides the
extent of its coverage
– E.g – If a channel is available in the PRIME band it reaches
all TV owning households
• Higher the connectivity, more the eyeballs for the
channel
Tools used for media planning & buying

72. Media Plan Making

73. Plan Making
• Plan is constructed on historical data i.e basis the data for last
few weeks
• Plan objective is set in terms of GRP, Reach @ Frequency,
Plan CPRP
• Evaluation parameters
– Channel Shares
– Programme/Break TVR
– Programme CPRP (basis break ratings)
– Plan GRP
– Plan Reach (At effective frequency – 3+/4+/6+)
– Plan AOTS

74. Plan Making
Channel selection basis Channel Share analysis
Top programs basis break TVRs
Evaluate Prog CPRP basis planning rates
Program selection basis CPRP (ascending order)
Plan construction- No. of spots, Costing
Plan
objectives
Pre-Eval: Evaluate GRP, Reach, Frequency not met
Final Plan- To client

75. Plan Layout
Channel Program Day Time Rate/10sec Brk TVR Prog CPRP Spots Dur Cost GRP CPRP
Star Plus KSBKBT M-T 22:30 150000 5.5 27273 0 30 0 0
KGGK M-T 22:00 120000 5.1 23529 4 30 1440000 20
Kasauti M-F 20:30 100000 4.2 23810 3 30 900000 13
Baa bahu baby S-S 21:30 75000 3.8 19737 8 30 1800000 30
Bidaai M-T 21:00 45000 4.0 11250 8 30 1080000 32
Star Plus 23 5220000 95 18239
Zee TV Dulhan M-F 20:00 65000 5.6 11607 8 30 1560000 45
Betiyan M-T 22:00 60000 4.5 13333 8 30 1440000 36
Saath Phere M-F 21:30 60000 4.1 14634 2 30 360000 8
Kasam Se M-F 21:00 70000 3.1 22581 0 30 0 0
Mayka M-T 20:30 55000 3.8 14474 6 30 990000 23
Zee TV 24 4350000 112 12970
Total Plan 47 9570000 207 15396

76. Plan Evaluation- Pre Evaluation

77. Historical
period
Channel-wise programs are
selected

78. Commercial spots
generated by each
program

79. Commercial spots selected for each
program/channel as per plan
Ex: 4 spots on KGGK, 3 spots on
Kasauti etc

80. • After selecting all spots as per plan, the LOG FILE is
created
• This is then processed to deliver the reach, AOTS, GRP on
the brand TG and market
• Various iterations in the log file finally deliver the plan
objectives

81. INPUT PRE EVAL OUTPUT
Best Channel Mix
To achieve R/F
Objective
Channel Mix
Program Mix
Identifying the
TG Cost/Channel
optimum level* up to After ‘n’
Markets Campaign Cost
iterations
which the base channel
Objectives R/F deliveries by Markets
delivers
Evaluating other
channels for
incremental reach Ready to be approved
by client
* Optimum levels in terms of reach and monies

82. The layout is critical once
the plan is ready…
Planning to striking the deal

83. Conventional methods of plan layouts
Media weight
Continuity scheduled for many
weeks throughout year
Periodic waves of
Pulsing advertising with
periods of inactivity
Flighting Continuous advertising
with intermittent bursts
Planning to striking the deal

84. How does a MEDIA PLAN* go
on to become a DEAL?

85. 
INITIAL PLAN
(Channel mix
Vehicle mix)

BUYING BRIEF (If NO)
(Comm. dur., FCT
# spots, programs etc)
Agency checks the
 deal against Media
INITIAL DEAL
Objectives

(FCT by Programs, ER
CPRP, Sponsorships)
(If YES)
(‘n’ iterations)
FINAL DEAL
(FCT by Programs, ER
CPRP, Sponsorships)
Planning to striking the deal

86. Buying Brief contains details on . . .
Quantitative Detailing
• Markets
• Target Audience Definition
– Demographics
– Psychographics
• Period of Activity
• Creatives to be used
– captions/sizes/languages etc
• Media Weights
– GRP, Reach & Frequency Objectives
• Working Media Budgets (by medium)
• Back-end Analysis
– Day-parts/Channel/Publication Mix Selection

87. And Covers
Qualitative Detailing
• Background of the media activity
– Promotion/Tactical/Launch etc
– Rationale for Media Selection
– Role of each medium/vehicle
– Scheduling strategy recommended
– Campaign Objectives by markets/medium

88. The Buying Process
• Evaluation
• Selection
• Negotiation/Deals
• Implementation
• Post Buy Evaluations

89. Evaluation
• Television
– Channel Shares
– Daypart Analysis
– Top Programme by markets
– CPRPs

90. Selection - Television
• Quantitative Inputs
- Programme profile/Clutter levels
- Past trends/stability
• Qualitative Inputs
- Channel/Programme perception
- Packaging qualities of channel
- Receptivity to new ideas/innovations
- Synergy with brand profile

91. Implementation
• Work out detailed deals with media owners
– Campaign Specific deals OR
– Year long deals
• Work out Optimised Plans with negotiated rates
• Approvals by client
• Execution

92. Brief to the buyer
Channel Program Day Time Rate/10sec Brk TVR Prog CPRP Spots Dur Cost GRP CPRP
Star Plus KSBKBT M-T 22:30 150000 5.5 27273 0 30 0 0
KGGK M-T 22:00 120000 5.1 23529 4 30 1440000 20
Kasauti M-F 20:30 100000 4.2 23810 3 30 900000 13
Baa bahu baby S-S 21:30 75000 3.8 19737 8 30 1800000 30
Bidaai M-T 21:00 45000 4.0 11250 8 30 1080000 32
Star Plus 23 5220000 95 18239
Zee TV Dulhan M-F 20:00 65000 5.6 11607 8 30 1560000 45
Betiyan M-T 22:00 60000 4.5 13333 8 30 1440000 36
Saath Phere M-F 21:30 60000 4.1 14634 2 30 360000 8
Kasam Se M-F 21:00 70000 3.1 22581 0 30 0 0
Mayka M-T 20:30 55000 3.8 14474 6 30 990000 23
Zee TV 24 4350000 112 12970
Total Plan 47 9570000 207 15396
Plan objective: 30% reach @ 3+
The plan is made on planning rates. The budget is more than actual budget
allowing for negotiations

93. Options for the Buyer
• Objective: Bring more value to the plan by reducing rate/CPRP and
by bringing in value adds
• Constraints/Deliverables
– GRPs and CPRP
– Plan objective
– Channel Genre
• Flexibility
– Channel choice
– Programme choice
• Other Factors
– Planners may have a demand for a fixed channel set
– Clients may have their own considerations
– Differs from client to client

94. First Cut Deal Option
Replaced Zee with Sony and StarOne,
Included new program, reduced cost
Channel Program Day Time Rate/10sec Brk TVR Prog CPRP Spots Dur Cost GRP CPRP
Star Plus KSBKBT M-T 22:30 100000 5.5 18182 0 30 0 0
KGGK M-T 22:00 85000 5.1 16667 2 30 510000 10
Kasauti M-F 20:30 80000 4.2 19048 4 30 960000 17
Baa bahu baby S-S 21:30 60000 3.8 15789 5 30 900000 19
Bidaai M-T 21:00 60000 4.0 15000 5 30 900000 20
Prithviraj Chauhan Sat-Sun 21:00 60000 4.9 12245 8 30 1440000 39
Star Plus 24 4710000 105 14924
Sony TV Amber Dhara M-F 21:00 20000 1.3 15385 12 30 720000 16
Virudh M-T 21:30 25000 1.02 24510 8 30 600000 8
Durgesh Nandini M-F 22:00 25000 0.9 27778 0 30 0 0
HFF S-S 14:00 8000 2 4000 15 30 360000 30
Kajjal M-T 20:00 20000 0.8 25000 0 30 0 0
RODP M-F 13:00-16:00 1500 0.8 1875 30 30 135000 24
Sony TV 65 1815000 78 7780
Star One Dill Mill gaye M-F 20:00 15000 1.1 13636 12 30 540000 13
Choona Hai Aasman M-T 22:00 12000 0.7 17143 8 30 288000 6
Sarabhai vs Sarabhai M-F 21:30 15000 0.6 25000 4 30 180000 2
Kya Hoga Nimmo Ka M-F 22:00 12000 0.2 60000 0 30 0 0
RODP S-S 10:00-23:00 4000 0.3 13333 24 30 288000 7
Star One 48 1296000 28 15211
Total Plan 137 7821000 211 12334

95. Post Evaluation of a Campaign/Deal
Monitoring report of the Campaign
(channels, programs, # spots, GRPs, R/F)
Map the above output with the Pre-eval output
Check for discrepancies
(spot droppage, TVR fluctuations, CPRPs)
Planning to striking the deal

96. But a Post eval need not
always match the Pre eval?

97. Pre & Post
• Post Eval
– Usually calculated based on delivery of actual spots
– Alternatively, based on Programme / Break
performance etc.
• Pre Eval
– Multiple approaches to calculating performance
– Programme Rating with Filters, Break Rating, Minute
Rating, Commercial Rating etc
Planning to striking the deal

98. Issues
• Audience Fragmentation
– Natural drop in viewer interest
• Forecasting
• R/F focus of plans
– therefore all GRPs not same
• Selectivity
• Distribution / Connectivity control
Planning to striking the deal

99. Thank You!!