Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 8-1 Role of Media Research Media planners rely on secondary data provided by specialist media organizations BBM TVB RMB ABC CCAB PMB NADbank COMB Nielsen Media Research

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 8-2 BBM Bureau of Measurement BBM collects audience data electronically and by diaries.  Data collected for 40 markets  3 surveys annually plus a “sweep” survey  Sweep survey determines audience ratings Ratings are audience estimates expressed as a percentage of a population in an area: a 20 rating reaches 20% of population.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 8-3 Nielsen Media Research The National Television Index (NTI) measures: All programs, 52 weeks, 24 hours National and regional networks Among the data recorded are: Program rankings Audience composition Cable TV and VCR penetration Sample panel = 2500 households

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 8-4 Nielsen Media Research Other data provided by Nielsen includes:  Audience estimates for regional networks (NBI)  Overnight Report (24-hour preliminary reporting)  Estimates of media expenditures by brands

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 8-5 Television Viewing Trends 99% of households have TV; 61% have 2 TV sets 76% of Canadians view TV daily 45% of women 18+ view in prime time (49% of men) Women watch more TV than men in all age categories Viewing increases with age Viewing drops off in summer

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 8-6 BBM Radio BBM Radio conducts three surveys a year in 130 radio markets. Data include:  Local and regional reports of tuning  Demographic profiles for 30 dayparts  Market share and audience profiles  Listener tuning by location

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 8-7 Radio Listening Trends FM stations dominate: 70% share of listening The average listening level is 22 hours a week Listening among men and women is fairly equal Radio listening is highest in the morning Radio listening is highest in the home

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 8-8 Print Media Data Circulation is verified by the Audit Bureau of Circulations (ABC) and the Canadian Circulations Audit Board (CCAB).  Average paid circulation  Circulation of each issue in past 6 months (magazines)  Paid circulation by geographic area  Paid versus controlled circulation

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 8-9 Print Measurement Bureau The PMB conducts an intensive annual study and publishes the following data:  Profiles of magazine readers  Linkage of readership data to product usage patterns  Consumer lifestyle information  Circulation and readership of all magazines

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc NADbank Inc. NADbank compiles readership data for Canadian daily newspapers:  Weekday and weekend readership  Demographic profiles of readers  Product ownership and buying intentions  Use of other media  Shopping habits

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Newspaper Readership Newspapers reach 75% of adults in a 7-day cycle Adults 18 to 24 years and 50 to 64 years show above average readership Senior managers read the newspaper the most Newspaper is ideal for reaching all occupation groups

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Canadian Outdoor Measurement Bureau COMB audits the circulations of outdoor posters, mall posters, backlit posters and various forms of street level advertising COMB maintains a national database of all products (locations) for all member companies. Circulation data for all products is published quarterly.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Internet Data Sources Internet Advertising Bureau (IAB) Represents the interests of the Internet advertising industry Media Metrix Canada Nielsen//Net Ratings Compile Internet consumption data and click through data to measure advertising effectiveness

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Media Metrix Canada Media Metrix provides independent, meter-based Internet audience measurements and distributes the following data to clients monthly:  Unique visitors  Reach  Average minutes spent per page, per day and month  Gender consumption and demographic trends

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Nielsen//Net Ratings Electronic software passively collects real time information about:  Ad banner viewing and clicking  E-commerce activity  Page views  Streaming media usage  Page loading times

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Media Planning Tools Leading software suppliers such as Telmar-Harris and Interactive Market Systems have eliminated the tedium associated with media planning. Software provides:  Reach, frequency and GRPs of broadcast and print schedules  Analysis for combining traditional and non-traditional media  Analysis and programming schedules to accommodate any kind of target audience (geo, demo, product usage, etc.)