Importance of Media Planning and statistics of TV viewership in India.

1. Pranab Kishor (MBA 2nd)
Media Planning

2. An average adult person is exposed to 5,000+ ad and brand
per day.
The average number of actual exposures is 362
86 ads create some level of awareness.
Only 12 makes an impression.
Sheree Johnson, “New Research Sheds Light on daily Ad Exposures,” www. sjinsights.com, September 29, 2014.

3. Media Planning
• To find that combination of media that enables the marketer to
communicate the message in the most effective manner to the largest
number of potential customers at the lowest cost.

4. Keywords
• Medium: Category of available delivery systems.
• Broadcast media - TV and radio
• Print media - newspapers and magazines
• Direct marketing
• Outdoor advertising etc.
• Media Vehicle: Specific carrier within a medium category
• Print - Femina India and Digit
• Broadcast – Bigg Boss and Mahima Sanidev Ki
• Coverage: Potential audience that might receive the message through a vehicle.
• Reach: Actual audience exposed at least once to a media vehicle in a given period
of time.
• Frequency: Number of times the receiver is exposed to the media vehicle in a
specified period.

5. Problems in Media Planning
• Insufficient information
• Sample Size, Cost Constraints, Generalized Information
• Sweeps periods
• February, May, July, and November
• Inconsistent terminologies
• Print – Cost Per Thousand (CPM)
• Broadcast – Cost Per Rating Point (CPRP)
• Outdoor – Number of Showing
• Using terms like Reach and Coverage interchangeably
• Concept of Engagement
• Time pressures
• Actions by a competitor
• Difficulty measuring effectiveness
• The impact of media vehicle alternatives not differentiated
• Manager’s Assumption about the image of a media vehicle
• Lack of knowledge about all the available alternatives
Source: www.amazinglytimedphotos.com

6. Media Planning Process
• Market Analysis
• Establishment of media objectives
• Media strategy development and implementation
• Evaluation and follow-up

7. Market Analysis
• To whom will we advertise (who is the target market)?
• Primary research
• Published (secondary) sources.
• Media Consumer Survey – Deloitte and BARC India
• Demographic, Psychographic profile of Target Audience
• What internal and external factors may influence the media plan?
• Internal Factors
• Size of the media budget,
• Managerial and administrative capabilities
• External Factors
• Economy (the rising costs of media),
• Changes in technology (the availability of new media and new buying methods)
• Competitive factors
• Where to Promote?
• Geographic considerations

8. To whom will we advertise (Extention)
• Reality and variety shows generating the most social sharing and comedy
shows the least.
• Cosmopolitan consumers are especially receptive to ads that signal the
advertiser is addressing them.
• A better predictor of media usage than demographics is the user’s lifestyle
• Nine lifestyle groups
Teens, college students, Recent graduates, single, no kids, new nesters, established
families, married couples with no children, and empty nesters
• Personality may be a better predictor of media usage than are age, gender,
and income - Mindset Media
• Besides easily predicting one’s gender and ethnicity, political and religious affiliations
could be determined as well

9. Establishing Media Objectives
• An extension of marketing and communications objectives
• Accomplished through media strategies
• Create awareness
• Increasing Brand Recall
• Change Perception of Target Audience
• Facebook’s Antitrust issues, repeated privacy breaches and allegation of manipulation by foreign
actors.

11. Media Strategy Development and Implementation
Criteria Considered in the Development of Media Plans
1. The media mix
2. Target market coverage
3. Geographic coverage
4. Scheduling
5. Reach and frequency
6. Recency
7. Creative aspects and mood
8. Flexibility
9. Budget considerations

12. The Media Mix
• Factors that determine the media mix
• Objectives
• Coupons to stimulate trial – Print/Internet
• Visual Demonstration – TV
• Word of Mouth – Social Media
• Characteristics of the product or service.
• P&G Spends more on measured media
• American Express spend more on Unmeasured Media
• FMCG – TV
• Fashion – Magazine
• Size of the budget

13. Target Market Coverage
• Achieving full market coverage
• Eliminating Overexposure (waste coverage)

14. Geographic Coverage
• Customers are naturally inclined towards certain products in certain region.
• Advertisement may become redundant.
• Promoting a interest contradictory to geographic conditions may not render
any substantial result.
• Buying Power Index
• Brand Development Index (BDI)
• Category Development Index (CDI)

15. BDI and CDI Indexes
High BDI Low BDI
High CDI High market share
Good market potential
Low market share
Good market potential
Low CDI High market share
Monitor for sales decline
Low market share
Poor market potential

16. Scheduling
• Timing promotional efforts to coincide with the highest potential buying
times.
• Continuity: Regular and Constant - every day, every week, or every month
• FMCG
• Flighting: Intermittent periods of advertising and no advertising
• Seasonal Products
• Pulsing: Combination of the first two methods, Occational Spike in
advertising with continuity.
• Electronics
• Automobile
• Continuity is more effective than Flighting. (- Chuck Ross)
• Getting exposure to the message as close as possible to the purchase occasion.

17. Characteristics of Scheduling Methods
Continuity FMCG
Pulsing Automobile
Flighting Winter Wear
Source: Investopedia. (2020, January 29). How Important Are Seasonal Trends in the Automotive Sector?

18. Advantage and Disadvantage of Scheduling Methods
Method Advantage Disadvantage
Continuity
• Constant Reminder to Consumer
• Covers entire buying cycle
• Higher Cost
• Potential Overexposure
Flighting
• Cost Efficiency
• More media vehicle in low budget
• Wearout
• Vulnerable to competitors
Pulsing • Advantage of both method • Not required for seasonal product

19. Reach and frequency
• Unduplicated Reach
• Potential New Exposures
• Duplicated Reach
• Estimated Frequency
• GRP = Reach × Frequency
• Total audience the media schedule may reach.
• Target ratings points (TRPs)
• Actual Target audience the media schedule may reach.
• Excludes waste coverage.
• Most advertisers prefer to get 500 to 700 GRPs
• High numbers of GRPs are required to make an impact – David Berger (FCB)
• 2500 GRP = 70% Awareness
• 1000 – 2500 GRPs = 33% Awareness
• < 1000 GRPs = Almost no Awareness

20. Reach and frequency ….
• New brands or products need a very high level of reach.
• For a high-involvement product or one whose benefits are not obvious, a
certain level of frequency is needed to achieve effective reach.
• Exposure to a vehicle may not results in exposure to the ad.
• But Frequency alone may not create impact.
• The creativity of the ad
• The involvement of the receiver
• Noise etc.
• “Establishing frequency goals for an advertising campaign is a mix of art and
science but with a definite bias toward art.” – Joseph Ostrow

21. The Effects of Reach and Frequency
• Overexposure
• Viewers might get tired of the ads.
• One exposure of an ad has little or no effect in most circumstances.
• Exposure frequency of two within a purchase cycle is an effective level.
• Differential effects by brand are equally important.
• Advertisement Wear out is a creative or copy problem.
• Frequency should increase with Clutter.
• In Case of recency, frequency is less important.
• Higher Frequency Increases chance of Higher Reach.

22. Ostrow Model
• Begin with a minimum frequency.
• To determine effective frequency, consider marketing factors, message
factors, and media factors.
• Marketing Factors
• Brand history, Brand share, Brand loyalty, Purchase cycles, Usage cycle, Competitive
share of voice, Target group.
• Message or Creative Factors
• Message complexity, Message uniqueness, New versus continuing campaigns, Image
versus product sell, Message variation, Wearout.
• Media Factors
• Clutter, Attentiveness, Scheduling, Number of media used, Repeat exposures.

23. Recency
• “Advertising needs to be like a product sitting on the shelf, because you
never know when the consumer is going to be looking for you, so advertising
has to rent the shelf-space all the time” – Erwin Ephron
• Exposure close to the purchase decision.
• Continuous schedule

24. Creative Aspects and Mood
• Creative Aspects
• Without good media placement even the best creative ad would be of much less
value.
• Strong correlation between program involvement and ad recall.
• Creative ad will require less frequency.
• Mood
• Certain media enhance the creativity of a message because they create a mood that
carries over to the communication
• Mood Mismatch
• Annoys audience
• Low Recall
• Ignoring or Skipping

25. Mood Mismatch

26. Flexibility
• Market opportunities
• Market threats
• Availability of media
• Fox sold out its advertising slots for Super Bowl 2020 in November 2019
• Changes in media or media vehicles

27. Budget Considerations
• This year MoonPie launched it’s Super Bowl ad but other than Twitter,
the only place where they can be viewed is the gas station.
• The video had nearly 170,000 views, and MoonPie said that according to
the USA Today Ad Meter, that total topped those of brands including
Little Caesars, Verizon, Tide, Reese’s, Toyota, Snickers, Procter & Gamble,
Porsche, Disney’s Mulan and Rocket Mortgage.

28. Budget considerations
• Absolute cost
• Cost required to place the message.
• Relative cost
• Relationship between the price paid for advertising and the size of the audience delivered.
• Difficult to make comparisons across various media
• Magazines
• Cost per thousand (CPM) = Cost of ad space (absolute cost) / Circulation * 1000
• Television
• Cost per ratings point (CPRP) = Cost of commercial time / Program rating
• Overestimation of Efficiency
• Target CPM [TCPM]
• Underestimation of Efficiency
• Pass Along Rate (subjective)
• Readers Per Copy

29. Evaluation and follow-up
• How well did these strategies achieve the media objectives?
• How well did this media plan contribute to attaining the overall marketing
and communications objectives?
• Lack of consistent terminology makes measurement and evaluation difficult.
• Ultimately Results show that a plan has worked or not.

30. Characteristics of Media
Media Advantages Disadvantages
Television
Mass coverage
High reach
Impact of sight, sound, and motion
High prestige
Low cost per exposure
Attention getting
Favorable image
Low selectivity
Short message life
High absolute cost
High production costs
Clutter
Radio
Local coverage
Low cost
High frequency
Flexible
Low production costs
Well-segmented audiences
Audio only
Clutter
Low attention getting
Fleeting message
Magazines
Segmentation potential
Quality reproduction
High information content
Longevity
Multiple readers
Long lead time for ad placement
Visual only
Lack of flexibility

31. Characteristics of Media
Media Advantages Disadvantages
Newspapers
High coverage
Low cost
Short lead time for placing ads
Ads can be placed in interest sections
Timely (current ads)
Reader controls exposure
Can be used for coupons
Short life
Clutter
Low attention-getting capabilities
Poor reproduction quality
Selective reader exposure
Outdoor
Location specific
High repetition
Easily noticed
Short exposure time requires short ad
Poor image
Local restrictions
Direct mail
High selectivity
Reader controls exposure
High information content
Opportunities for repeat exposures
High cost/contact
Poor image (junk mail)
Clutter
Digital/
interactive
User selects product information
User attention and involvement
Interactive relationship
Direct selling potential
Flexible message platform
Privacy concerns
Potential for deception
Clutter
Few valid measurement techniques

32. Media Planning made Easy
Let the Robots Help

33. Programmatic Buying
• Real Time Bidding (RTB) - Use of big data to figure out the right ad, targeted
to the right person, at the right time.
• 2012 – $2 billion.
• 2013 – $36 billion
• 7 % of advertisers spent more than 50 % on automated buying.
• 2016 – 66 % of advertisers willing to spend the majority of their monies on this.
• 87 % experienced greater ROI through programmatic.
• Supplies demographic and behavioural data about the user.
• Kellogg's, P&G, McDonald’s, Time, and ESPN

34. Process is repeated
over thousands of time
negotiating and buying
After an Ad is triggered
it reports on the
effectiveness of
campaign
It places Ad on the site
and waits for trigger.
Pick and Put Criteria like
Budget, Target, etc in
the program
Program searches ad
networks and picks sites
that match criteria
Process
Pick
Match
Target
Track
Repeat

35. Advantages
• Faster Result
• Allows to find impressions clicks etc.
• Target Consumers Directly
• Works on real time data, allowing accurate and direct targeting of customer
• Real Time Adjustment
• Based on results criteria and creatives can be changed quickly
• Unprecedented Control
• Control over message and reach

36. Problems with Programmatic Buying
• “Online advertising system has been so complexly constructed that is literally impossible
to be 100 percent certain where your ads are appearing.”
- Erich Marx (Director, Interactive and social media marketing; Nissan)
• Fraud
• Brand safety
• Viewability
• Transparency
• Concrete evidence the ad is even being placed.
• Not knowing where the ads are being placed.
• Ads getting placed to shadier corners of the Web
• How would this impact the brand image?
• Remnant inventory
• Lack of Information of inventory

37. Emoji 😁 😂 😄 😆 😘 Targeting
• 2017 – Twitter introduced emoji targeting
• An ad will be displayed to a user based on the recently emoji he have tweeted or
commented
• 2018 - Toyota and Saatchi & Saatchi L.A
• Launches a campaign to raise the emotional appeal of the midsize sedan
• 83 unique videos designed to match a person's online mood
• Targeting was done based on only emotional state and not interest
• Campaign was meant to raise awareness, not necessarily close the deal.

38. If you have tweeted

40. If you have tweeted

42. Is TV Dead?

43. Not Yet, At least not in India
24000
40000
2017 2022
Figures in Crores Linear (Figures in Crores)
11 %
CAGR
Source: Barc India

44. Advertisement vs Subscription Revenue
Source: Barc India

45. Media Usage in India
Total Population: 1.3 Bn
TV Users: 780 Mn
Internet Users: 430 Mn
Smartphone Users:
250 Mn
Active Social Media
Users: 196mn
Source: Barc India

46. Evolution of TV Medium in India
Source: Barc India

47. Old School Viewing still dominates India
Source: BARC India 2017

48. Broadcast Audience Research Council (BARC) India
• 1000+ TV Channels
• Guided by TRAI and MIB
• Methodology
• Audio Watermarks embeds in video content.
• The watermark is broadcasted along with the content.
• Viewing details are recorded by the BAR-O-meters along with the watermarks.
• The raw data is cleaned, merged with the channel, program, language and broadcast schedule
details. Universe Estimates are applied to get viewership data.
• BARC India Media Workstation (BMW)
• Reports viewership from Free & Pay platforms separately
• Significant Difference in
• Demographics
• Values
• Lifestyle
• Psychographics

49. Sample Size & Coverage
• 3 lakh Homes
• 4300+ Towns/Village
• 32 States / Union Territories
• 24x7x365 Monitoring
• Buffer sample over the design
• Reduce the impact of errors
Source: Barc India

50. TV Penetration in India
32%
47%
54%
64%
66%
0%
10%
20%
30%
40%
50%
60%
70%
TV Penetration
Census 2001 Census 2011 IRS 2013 BI 2016 BI 2018

51. Urban vs Rural Growth
64
93 91
87
79
52
66
95
91
88
81
55
0
10
20
30
40
50
60
70
80
90
100
All India Megacities 10-75 Lakh 1-10 Lakh < 1 Lakh Rural
% Penetration
BI 2016 BI 2918
183
20 19 22 24
99
197
21 19 23 24
109
0
50
100
150
200
250
All India Megacities 10-75 Lakh 1-10 Lakh < 1 Lakh Rural
TV Home in Mn
BI 2016 BI 2918
Source: Barc India

52. Family Type Distribution
22
17
58
2
22
17
57
2
0
10
20
30
40
50
60
70
Joint Family Nulear Family with Elders Nuclear Family without Elders Living Alone
BI 2016 BI 2918
Source: Barc India

53. Viewership among Age Groups
Source: BARC India 2017
0
2000
4000
6000
8000
10000
12000
2-14 yrs 15-30 Yrs 31 - 40 Yrs 41 - 50 Yrs 51+ Yrs
Viewership in Millions
2016 2017

54. State wise TV Homes
Source: Barc India

55. Highlights from BARC India Weekly Updates
25th Jan – 31st Jan 2020 15th Feb – 21st Feb 2020
Top Brand LUX TOILET SOAP 19351 Top Brand
DETTOL TOILET
SOAPS
22179
Top Advertiser HUL 205133 Top Advertiser HUL 185193
Top Channel Dangal 883956 Top Channel Dangal 1224093
Hindi GEC Urban Colors 539381 Hindi GEC Urban Colors 497713
Hindi GEC Rural Dangal 937774 Hindi GEC Rural Dangal 934861
Hindi Program
Dangal – Mahima
Sanidev Ki
16562 Hindi Program
Dangal - Baba Aiso
Var Dhundo
18050
English GEC Comedy Central 362 English GEC Comedy Central 161
English News Republic TV 749 English News Republic TV 585
Hindi News Aaj Tak 133942 Hindi News Aaj Tak 101399
Top Paid Channel Sun TV 883956 Top Paid Channel Sun TV 894842
Source: Barc India

56. Migrated Viewers
Source: BARC India 2017
Bihar Jharkhan,
44%
UP/Uttrakhand,
41%
Other State,
15%
VIEWERSHIP FROM OTHER STATE

57. Inter
State
Migration
Source:
NSSO,
MOSPI
(2007
–
08)

58. South vs HSM
Source: BARC India 2017

59. Growth of Regional Content
Source: BARC India
Language
% Change in viewership (2016 –
2017)
Total 32 %
Gujrati 146%
Assamese 123%
Marathi 74%
Bangla 68%
Oriya 65%
Kannada 63%
Bhojpuri 58%
Punjabi 38%
Telegu 33%
Tamil 30%
Hindi 27%
Malyalam 16%

60. Local Habits
In Hindi and English Prime time contributes maximum In South Morning News contributes maximum

61. Festival Effect
Source: BARC India 2017

62. Public Holidays Effect
Source: BARC India 2017

63. Weather impacts viewership
Source: BARC India (2015-2017)

64. Relation between Litracy Rate and TV Viewing
Source: BARC India 2017

65. Gender Ratio in Viewership
Source: BARC India 2017
56 54
48
57
44 46
52
43
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hindi News Genre Hindi Movie Genre Hindi GEC Genre English News Genre
Male Female

66. What India Watches
Source: BARC India 2017
499
471
319
309
255
200
176
159
141
139
128
107
107
106
82
0 100 200 300 400 500 600
Hindi GEC
Hindi Movies
Hindi Music
Hindi News
KIDS
English Sports
Hindi Youth
Sports
Bhojpuri GEC
Hindi News - Regional
Bhojpuri Movies
Telegu GEC
Infotainment
Tamil GEC
English Movies
Weekly reach in Million
2017

67. Classification of TV Channel Genre
Genre Policy
Movies > 60% should be Movies, Movie Based Programmes and Documentaries, Movie Trailers.
News > 60% should be News, Talk Shows, Interviews.
Business News > 60% should be News, Talk Shows, Interviews and 25% of the content should be Business & Finance
Music > 60% should be Music
Youth > 40% should be Reality/Non-Fiction Serials, Thrillers, Movie Reviews, Entertainment News
Sports > 60% should be from any kind of Sport
Kids > 60% should be Children Program/ Animation
Infotainment > 60% should be Science/Education, History, Nature/Wild, Art/Culture
Lifestyle > 60% should be Beauty/Fashion, Cookery, Health/Fitness, Travel
Devotional > 60% should be Religious, Spiritual, Social Program
Tele-Shopping > 60% should be Tele-Shopping
GEC
TV Channels that don’t fall under any of the above described Genres will be General Entertainment
Channels

68. Urban vs Rural
Source: BARC India 2017
Urban
Talen search/
Feats/ Reality
Shows
Drama / Soap
Mythological /
Costume Dramas
Horror Serial
Game Shows/
Quiz
Cartoons/
Animations
Feature Film
Rural
Drama / Soap
Mythological /
Costume Dramas
Talen search/
Feats/ Reality
Shows
Children’s
Program
Game Shows/
Quiz
Feature Film
Cartoons/
Animations

69. Its all about DRAMA
Source: Barc India
30%
13%
16%
Jail
16%

70. Its all about DRAMA…even in News
Source: Barc India
32%
57%
87%
45%

71. Drama works on reality show also
Source: Barc India

72. In movies - Salman is Sultan
Source: BARC India

73. In Sports – Cricket is King
Source: BARC India

74. Super Bowl
• Earlier Super Bowl
commercials were
surrounded by secrecy in
an attempt to heighten
expectations.
• Today Super Bowl
commercials are first
released on YouTube or
other media outlets to
gain more exposure.
Released: Jan 28, 2020

75. Sources
• Chuck Ross, “Study Finds for Continuity vs. Flights,” Advertising Age, April 19,
1999, p. 2.
• Sheree Johnson, “New Research Sheds Light on daily Ad Exposures,”
www.sjinsights.com , September 29, 2014.
• Erwin Ephron, “Back to the Future,” April 14, 2010, www.ephrononmedia.
com.
• Megancgraham. (2019, December 18). Facebook will air its first Super Bowl
ad as the company pays up to try and show its softer side. Retrieved from
https://www.cnbc.com/2019/12/18/facebook-will-air-its-first-super-bowl-
ad-to-show-its-softer-side.html
• BARC India (www.barcindia.co.in)

76. THANK YOU