Media Strategy: Understanding Audiences

Mechanics vs. Strategy Understanding the Mechanics –Concepts and equations –Universe, Rating, HUT, Share, Gross Impressions, GRPs, Reach, Frequency, CPM, CPP, & VPVH Thinking about Strategy –Set Effective Frequency and Reach –Profile the Target Audience –Track the Competition –Determine Timing and Geography

Marketing/Media Data Sources Who is the audience? Simmons/MRI What media do they use? Simmons/MRI How much do they buy? Simmons/MRI Where is the competition? BAR/LNA When do I communicate ? BAR/LNA Where do I direct my messages? BDI/CDI

Simmons and MRI Multi-media audience estimates combined with extensive product/service use –Simmons Market Research Bureau (SMRB) –Mediamark Research Inc. (MRI) data National syndicated studies –Random sample surveys conducted year round –Coterminous 48 states - One respondent per HH Media measurement methodologies vary –Simmons better for some, MRI for others

Magazine Audience Measurement Simmons: “Through the book” –Measure audience of a specific issue –Provide actual memory prompt of cover MRI: “Recent reading” –Identifies people who read a magazine with a specified time period –10% - 30% higher than Simmons Simmons is the preferred method

Broadcast Audience Measurement Simmons: Measures TV and radio use only among a sub-sample of respondents –Assessed primarily in May-June MRI: Measures TV and radio use among all respondents who complete survey –Assessed all year long Simmons better for print; MRI for broadcast

Product Data Both Simmons and MRI provide extensive product/service use data –By broad product category - ex. Salted Snacks –Within categories, by type & brand Similar results for overall product use –Both also measure volume of product use –MRI collects more detailed volume data

Use vs. Volume Use: Number of people using a product –Ex. Number of airline travelers Volume: Number of units or amount of the product used over a specified time period –Ex. Number of trips taken Must consider use and volume –Offers better understanding of brand user

Volumetrics MRI provides more volume data –Estimates based on respondent giving actual use figure for each item Simmons provides less volume data –Estimates based on respondent checking a “use range” for entire category or kind