GRiP-It! DLA Deployment Media Math I

Agenda Introduction End Goal Basic Terminology Audience Distribution Reach and Frequency Effective Frequency Negative Frequency How People See Your Channel How GRiP-it!® Sees Your Channel

Introduction Media Math is the key behind all of Television Advertisement Everyday their commercial will reach a certain number of viewers..... Everyday they air their commercial multiple times…. The math is very simple…. You multiply your Reach by your average Frequency to determine your Gross Ratings Points R x F = GRP Remember YOU are Real Time’s Biggest Advertiser

End Goal The Problem: The Challenge: It is all about Math “The reality is that most of us make too many promos, of the wrong length, then air them at the wrong time” (Lee Hunt, Promax 2003) The Challenge: Its all about getting the right message, to the right people, the right number of times…. Without burning them out…. It is all about Math

Basic Terminology Demographic Universe Ratings Reach/Cume/Coverage National Coverage %Max Cume Ratings Reach/Cume/Coverage Gross Ratings Point Impression

Audience Distribution Small Group of Viewers have Biggest Impact (5%-10%) Not Primary Target: Already Peaked Important for Ratings, not Ratings Growth Large Number of Viewers have only small Impact (view 1x wk) Not a Target: Cannot be reached with On-Air Phantom Viewers Usually will only be “moving” Regular Viewers Perfect Target: Receptive and Can be Reached enough times Gripit Target

Reach and Frequency Reach Level –It is often also used to represent the number of times a specific promo reached people: 1+ Reach – The number or percent of people reached by a promo at least 1 time 3+ Reach – The number or percent of people reached by a promo at least 3 times In this case, Reach is really Frequency. A 3+ Reach means that is how many people have seen the promo at least 3 times for the specific Demo it was targeted to Average Frequency – The average number of times a demo viewed a promo. This number is really just your GRP’s scheduled divided by your 1+ Cume Over 1 Week your campaign may have an Ave Freq of 4 Over 2 Weeks your campaign may have an Ave Freq of 6

On-Air Promotions is the art of “Herding Cats” Effective Frequency On-Air Promotions is the art of “Herding Cats” Showing a Promo 1 time will not push millions of viewers in a new direction 3 Time Rule First time you see the promo Second time you “hear” the promo Third time you “get” the promo Frequency key to “Audience Awareness” Must reach the average target viewer enough times Some you will reach faster Some you will never reach enough

Reach vs Frequency Expanding the Reach/Coverage of your campaign occurs most rapidly in the first 1-2 weeks Afterwards, even with the same effort you accumulate truly new viewers very slowly—the so called “Law of Diminishing Returns” At this point, On-Air does not gain new audience or awareness—only Frequency At this point you can start to think of multiple creative executions, but this is not always necessary before

Sometimes more is “too much” Negative Frequency Sometimes more is “too much” Third time you “get” the promo However, Twentieth Time you “hate” the promo Monitoring campaign balance and duration can guard against audience tune-out

How Managers See Their Channel Have TV at the Office Have TV at Home Do not watch Promo’s, watch for Promo’s Very dedicated, but not very natural Morning Afternoon Evening

How Your Audience Sees Your Channel Does not have a TV at work! Does not watch all day Does not watch all of a program Not always dedicated, but very natural Morning Afternoon Evening

How Presentation Systems See Your Channel Cannot view based on time Cannot view based on audience Veeeery un-natural!

How GRiP-it!® Sees Your Channel Views schedule based on Audience Knows who watches when Knows when nobody watches Knows if fans of Program A, also watch Program B Schedules for Millions, not for One Morning Afternoon Evening Weekend

Audience Targeting: Viewing Patterns by Day Not all logs are created equal Untapped Opportunites Can be Maximized Sat “Peaks” are different than Fri/Sun

Audience Targeting: Viewing Patterns by Type Audience Likes/Dislikes is natural, and can create Win-Win areas for our campaigns Different Audiences may choose their “Prime” differently

Review Always: Never: Plan by Audience, not by spots Monitor closely Get the right message To the right people The right number of times Monitor closely 1+ Reach 3+ Reach Average Frequency Focus on building Audience Awareness over weeks with these numbers Never: Measure effectiveness by #Spots