Media evaluation: media influence evaluation
Coverage (coverage) Total viewing point (GRP) Arrival rate (Reach) Exposure frequency (frequency) Cost per thousand people (CPM) Audience rating (HUT) Operating rate (share)
Quantitative standard
1. coverage, audience rating (RP), target audience viewing point (TARP), boot rate (HUT) and program audience Share (share).
Second, the total comments (GRPs) and audience exposure (Impression).
Three. Contact and contact frequency
Four, the cost per thousand people (CPM) and the cost per rating point (CPRP)
Verbs (abbreviation of verb) Brand development index (BDI) and category development index (CDI)
Coverage/coverage (coverage)
Definition: Coverage is a proportional index to evaluate the audience degree of a certain media, an advertisement or an advertising activity in a specific period. The higher coverage rate reflects the stronger communication power of the media to the target population.
Calculation formula:
Media coverage = the number of media reaching the target audience ÷ the total number of media target markets.
examination
The target consumers of a magazine in a certain area are women aged 20-30, with 6.5438+million people. After distribution and promotion, the magazine actually has 3 million female readers aged 20-30, so the target audience coverage of the magazine is 30%.
A newspaper has a circulation of 450,000 copies and a distribution area of 3 million households, with a coverage rate of 15%.
1. Rating point (RP)
Refers to the percentage of the number of people or families watching TV programs to the total number of people or families owning TV sets.
The ratings can be used to compare the ratings of different channels in the same market to find the best channel in the market.
The ratings can be used to compare the ratings of the same channel in different time periods, so as to find the most prominent time period in a day;
Audience ratings can also be used to measure the audience ratings of different target audiences in a certain channel or time period.
examination
Five families each have a TV. Suppose there are three programs A, B and C to watch and two to watch program A, then the audience rating of program A is 40% (2/5). If a family is watching programs B and C, the audience rating of program B is 20%, and the audience rating of program C is also 20%.
Among the 200 TV population, 65,438+000 people watch TV. * * There are five channels A, B, C, D and E, of which 65,438+00 watch channel A and 20 watch channel B, then:
The ratings of channel A = 10/200× 100% = 5%.
The ratings of channel B = 20/200× 100% = 10%.
The ratings of channel b are higher than that of channel a.
2. Target audience viewing point or total viewing point
(Target audience rating point, TARP)
TARP refers to the proportion of people exposed to a specific TV program to all target consumer groups of a brand, also known as the total viewing point.
examination
Calculate the total viewing points of the following three areas A, B and C?
The target audience population in area A is 500,000, and the total number of tarpaulins in the audience viewing point in area A is 350.
The target audience population in area B is 450,000, and the total number of TARPs in area B is 450.
The target audience population in Area C is 750,000, and the total number of tarpaulins in the audience viewing point in Area C is 250.
Q: What are the total viewing points of the target audience in these three regions?
Wrong: TARP = 350+450+250 = 1050.
Yes: tarpaulin =332
3. Families using TV (huts)
Definition: refers to the percentage of households with TV on at some time of the day in a certain area.
Example: Five households have TVs, and only three households turn on TVs (no matter what programs they are watching), then the turn-on rate is 60% (3/5).
This program depends on the proportion of audience.
(share, audience share)
Definition: The audience share of a program refers to the percentage of viewers who open a program.
Calculation formula:
examination
If five families have TV, four families turn on TV, two families watch A program and two families watch B program, the turn-on rate is 80% (4/5), and the audience share of A and B programs is 50% (2/4).
examination
Target audience rating Shanghai TV Station 65438+ viewers under 05.
Share of programs watched by viewers below 0/5 of Shanghai TV Station/KLOC.
Second, the total score points (GRPs),
Depends on the audience's impression
A very useful tool for analyzing and buying media.
The total comment indicates the degree of advertisement viewing;
According to the exposure of the audience, it indicates the scale of advertising viewing.
1. Total score/total score/total utilization rate (GRPs)
Definition: It refers to the percentage of advertising, which refers to the total ratings of a specific media advertisement delivered to the audience within a certain advertising period (usually 4 weeks), that is, the sum of the ratings obtained after the advertisement is broadcast on a specific channel (or multiple channels) and a specific time period (or multiple time periods).
-The question Mao Pingdian answered was: How many ratings did General Manager * * * get after inserting advertisements at different times?
-General comments can be used for statistics and evaluation of advertising volume and its effect.
-Mao comments can also be used to count the advertising effects of different dates, different channels and different time periods.
General comment calculation formula:
Total comments = first viewing percentage+second viewing percentage+nth viewing percentage.
To understand the concept of Mao's remarks, we should pay attention to:
Mao's comments don't care about repetition.
For example, someone may see an advertisement more than once, but no matter how many times they are exposed to it, they will count it.
Total comments can exceed 100%.
2. Depends on audience exposure/total audio-visual opportunity (impression)
Definition: depending on the audience exposure is a specific number, which refers to the total audience of all media in the media activity schedule.
-The total comment indicates the degree of advertisement viewing; According to the contact of the audience, the viewing ratio is displayed.
Calculation method:
(1) audience exposure = total comments (GRPs)× crowd base
(2) Accumulate the audience (number of people) served by each advertisement in the advertising schedule.
examination
Insert two advertisements in the program with 20% ratings. Assuming that the actual number of the 20% audience is 30 000, what is the exposure of the audience?
Three. Contact and contact frequency
1. Arrive
Definition: refers to the proportion of non-repetitive population in which different families or individuals have been exposed to advertisements at least once in a certain period (usually 4 weeks).
The answer to the arrival rate is: What percentage of the audience is actually delivered to the target audience after the advertisement of a specific channel and a specific time period is broadcast?
Calculation formula:
Scope of influence = total score-repeated score
General comment argument (GRPS) = accessibility) × contact frequency.
Example 1
An advertisement was inserted three times, * * * with a, b, c, d and E5 audience. A, B, C and D saw it for the first time, B, C and D saw it for the second time, and A, C and D saw it for the third time. At the end of the broadcast, only E viewers didn't see the advertisement and asked about its reach.
Example 2
Viewers A, B, C, D and E5 watch a certain period of time. A, B, C and D see the advertisement of the program period for the first time, B, C and D see it for the second time, and A, C and D see it for the third time, and the broadcast is over. A repeats once, B repeats once, C repeats twice and D repeats twice. Find the total ratings and arrival rate.
The improvement of the arrival rate means that the dissemination of media is increasing, the coverage is expanding, and the popularity of advertising products will also expand.
The use of arrival rate is suitable for all kinds of media. As far as radio and television media are concerned, the usual arrival rate is expressed during the four-week period. As far as magazines and newspapers are concerned, the arrival rate is usually calculated according to the life span of all readers in a specific issue period.
Advertisements with high ratings can build up the arrival rate better than those with low ratings. In order to further improve the arrival rate, it means advertising to light users of the media.
There is no standard answer to the use of arrival rate.
Here are some general rules:
High arrival rate is used for
–launch new products
–Promotional activities
–Stay ahead of the competition
When the budget is limited:
If you want to maintain a high arrival rate, you usually reduce the number of seconds or layout of advertisements.
If we insist on high arrival rate, it may lead to insufficient frequency.
2. Contact frequency/frequency/average arrival times (frequency)
Definition: refers to the average contact times of each consumer who contacts advertisements. Also called OTS (have a chance to see)
The answer is: how many times does the target audience watch the advertisement on average after an advertising plan is completed?
Calculation formula:
Contact frequency = GRPs)÷ Reach.
examination
An advertisement was inserted three times, with audiences of A, B, C, D and E5. A, B, C and D saw it for the first time, B, C and D saw it for the second time, and A, C and D saw it for the third time. What is the total audience rating, total arrival rate and average contact frequency at the end of the broadcast?
There are many factors in frequency setting: market, creativity and media.
market factors
–Brand development stage
–Market share
–brand loyalty
–the length of the purchase cycle
Creative factors
–Creative materials are old and new.
–Message complexity
–the degree of innovation of the image or product.
–the size of the advertising unit
Media factor
–Advertising interference
–concentration level
–Continuous or Jumping Delivery Mode
Difference between range and frequency
GRP release
The specific gravity of a medium is a combination of weight and size.
arrival rate
–Used to explain the "size" of the media or schedule.
Frequency frequency
–refers to the "number of times" that the same message is repeatedly contacted.
Total score point total score
The sum of ratings is also the product of Reach and Freq.
Under the same budget, you can buy a fixed number of grp, but the combination of Reach and Freq. Is infinite.
The Relationship between Scope, Frequency and Continuity and Fixed Budget
Under the condition of fixed cost, our goal is to obtain
Most GRP
Maximum arrival rate
The most reasonable degree of contact
3 Effective contact frequency (effective frequency)
/Effective range (effective range)
Definition: Effective contact frequency, also known as effective arrival rate, is a concept describing the relationship between advertising contact frequency and advertising effect, and refers to the repeated playing frequency of advertisements required by target consumers to achieve the purpose of advertising appeal.
The most appropriate number of times an advertisement should appear in front of consumers is the effective arrival rate.
According to the effective arrival rate (effective contact frequency), you can define your media goals.
For example, the media target is 14 ~ 49 years old target audience. In four weeks, it is estimated that the advertising arrival rate will reach 55% and the effective contact frequency will reach more than 8 times. On this basis, you can calculate how many total viewing points (440GRPs) the media target needs.
Effective contact frequency
Factors affecting effective contact frequency:
Brand:
-Is it a mature brand or a new product?
-Is it an implemented advertising campaign or a new advertising campaign?
-Simplicity and complexity of advertising information
-The high and low impact of creativity itself
-Is there other advertising support or low advertising support?
-Is it high concern or low concern?
Consumer:
-target audience who are easy to accept new things or have resistance.
-Consumer attitudes remain unchanged or constantly changing.
-Constant or frequent changes in consumer behavior.
-Low competitiveness and high competitiveness
-Low media interference and high media interference
4. Contact frequency distribution.
Definition: Contact frequency distribution is the ratio of reaching the consumption target object at each contact frequency level, that is, the arrangement of arrival rates at each contact frequency level. For example, the proportion of consumers who contacted 1 time, and the proportion of consumers who contacted 2, 3 and 4 times.
Contact frequency distribution
Four, the cost per thousand people (CPM) and the cost per rating point (CPRP).
Definition: The cost per thousand people is the amount that the media needs to pay for every 65,438+0,000 people, and the calculation unit is the cost of putting a media or media schedule into 65,438+0,000 people or families.
Cost refers to the price of advertising time (layout) of a media.
The cost per thousand people can be used to evaluate the efficiency and economy of advertising.
Calculation formula:
Cost per thousand people (CPM) = the cost of purchasing all audiences ÷ the number of people reaches × 1000.
Calculation formula of cost per thousand people in different media;
(1) magazine media (for print media)
When there is no audience data,
CPM= = cost per advertisement ÷ circulation×1000 (circulation)
When there is audience data,
CPM= = cost per advertisement ÷ number of audiences × 1000
(2) broadcast media (for broadcast media)
CPM= = advertising cost ÷ family audience covered by specific program time × 1000.
CPM= = advertising expenses ÷ number of viewers in a specific program time × 1000.
(3) newspapers
CPM= = cost per advertisement/circulation) × 100
Example: A and B magazines' cost calculation table per thousand people.
examination
Per cost per rating point (CPRP)
Definition: cost per rating point (CPRP), also known as the total viewing point, refers to the cost of purchasing the viewing rate of each point in radio and television media, that is, how much does it cost to put advertisements in a specific media to get a viewing point.
Calculation formula:
The cost of each viewing point = the cost of purchasing viewing points ÷ the total viewing rate.
CPRP= cost ÷ GRP
The highest principle of choosing media
Deliver to the largest number of target audiences at the most effective cost, that is, the selected media will reach the largest number of target audiences at the most effective cost.
I recommend reading The Application of Per cent Fee in China Media Market-Advertising Guide-No.8, 2004-Media Expert Chen Shengqiang.
CPRP can only be used as an advertising discount. Under the condition of the same advertising duration, it is in the same coverage channel or different segments of the same channel, and it is assumed that the arrival rate and frequency brought by the same total viewing volume are the same. Channels or time slots can be selected in a more cost-effective manner.
Verbs (abbreviation of verb) Brand development index (BDI) and category development index (CDI)
BDI and CDI are indicators to evaluate and measure the industry category and brand development of the target market (region).
BDI and CDI are two commonly used analysis and evaluation indicators in the geographical strategy of advertising media investment allocation.
1.BDI brand development index (BDI)
Definition: Brand development index is an index to measure the sales situation of a brand in a specific region.
Calculation formula:
When BDI is about 100, the brand development in this region is at the average level of the whole market;
BDI & gt； 100, the brand development in this region is above the overall market average;
BDI< 100, the brand development in this area is lower than the average level of the overall market, and the market development potential is small.
2.CDI category development index.
Definition: Category development index is an indicator to measure the sales of similar products (or industries) of the brand in the target area, that is, to test the sales performance of a category in a specific demographic market segment.
Calculation formula:
When the CDI is about 100, the category is at the average level of the whole market (national market) in a specific regional market;
CDI> 100, this category is above the average level of the overall market (national market) in a specific regional market;
CDI< 100, this category is lower than the average level of the overall market (national market) in a specific regional market.
Note: The highest development index does not necessarily represent the greatest market potential. Generally, the average development index is between 90- 100, which is reasonable.
Analysis of brand and category development
Quality standard of media value evaluation
(1) Participation
(Participation/Contact Attention/Scoring Weighted Index)
Audience participation evaluates the audience's attention state when they contact the media.
It can indicate the effect of the advertisement (that is, the degree to which the advertisement is viewed and remembered).
In operation, it is mainly a questionnaire survey of consumers, which measures the attention of each program by asking consumers about the frequency and persistence of watching each program, the degree of satisfaction (like) with the program and the degree of disappointment in missing it.
(2) Tool (interference)
Interference refers to the extent to which consumers are interfered by other advertisements when they contact the media.
1. Advertising interference of audience contact with the media
For example, a 50-page magazine has a 10 page advertisement, and its interference degree is considered to be 20%.
2. The interference degree of the audience's contact with advertisements.
It is generally believed that when contacting an advertisement, the less interference from other advertisements in the same media, the better the advertising effect will be.
The interference of competing brands in the same category will have a higher impact on the advertising effect than other categories.
(3)Editoria environment (editing environment)
Editing environment refers to the suitability of the editing environment provided by the media for advertising brands, advertising creativity and advertising content.
1. The image and status of the media itself
For example, in the eyes of financial managers, The Wall Street Journal is the most authoritative and leading financial newspaper of its kind.
2. The editorial atmosphere presented by the media itself
The editing atmosphere presented by the media itself is created by the layout design and editing content of the media.
(4) Advertising Environment.
Advertising environment refers to the state and atmosphere in which the media carries other advertisements.
Southern People Weekly 20 10 35. Extension of portable document format file (abbreviation of portable document format)
(5) correlation
Relevance refers to the analysis and judgment of the correlation between product category or advertising creative content and media itself and media content, that is, whether the relationship between them is coordination, compatibility, conflict, exclusion and its intensity.
For example, advertisements for fitness equipment are published in fitness magazines and advertisements for seasonings are inserted in cooking programs.
Broadcast media (TV, radio)
(1) Which household appliance (TV) is it?
The number of advertisements, the program time, the insertion date, and the length of the advertising version.
Select package (if any)
(2) the cost of each advertisement
Total audio-visual index of each advertisement
View (listen) CPRP thousand people cost CPM
(3) Coverage area
Interference with editing environment Advertising environment Relevance TV channels and time periods frequently watched
Open space media
(1) Angle of the audience
P Set the geographical location value of outdoor advertisements that the target object may contact on the activity route, that is, the number of target consumers that outdoor media may contact.
(2) The angle of media
The form and size of outdoor media itself, that is, the degree of attention of the media itself.
Height, size, visibility, material and exposure time.
Frequent contact with outdoor media
Print media (newspapers, magazines)
(1) Which newspaper and which issue?
The number of advertisements, the location of advertisements, the cost of each advertisement, and the total audio-visual index of each advertisement.
(2) Media perspective
Circulation coverage area editing environment advertising environment plane interference relevance (content) form (page size and quantity, publishing cycle) printing quality printing media selection (newspapers, magazines)
(3) Audience angle
Reading population (readership)
Reading population = circulation × circulation rate
Reading rate (rating) The ratio of the population reading a specific publication to the total population in a certain period of time.
circulation rate
Reading demographic characteristics: gender, age, education level, occupation and income.
Frequently read newspaper
Frequently read newspaper content
Acquisition Strategy of Print Advertising of Li Chuan Media Acquisition Company
Quantity (v) Evaluation criteria of distribution channels.
Including post office subscription (including post office retail); Newsstand sales; (secondary channels, books and newspapers wholesale market); Professional distribution company; Several aspects of self-issuance.
Other evaluation criteria of media negotiation results.
Consider from the following aspects: publishing suitability, price protection, discount, special space reservation and extra charge, number of complimentary editions (price consideration, special product support, etc.). ), soft advertising support, reader database use, public relations promotion activities, special production fees and brand and agency services.
Evaluating media standards:
Content (graphics and editorial quality), reader composition, media positioning, circulation and geographical coverage. CPM's cost performance, printing quality, advertising environment, role in media combination, overlap with related media (authoritative expression), soft advertising support, acceptance of special creative forms, results of media negotiation, and balance of media relations.
Radio Advertising Purchasing Strategy of Li Chuan Media Purchasing Company
Quantity standard:
Coverage (survey of 30 cities in CMMS), target listening rate, audience composition, media cost (CMS thousand people cost needs to be calculated separately);
Qualitative standard
Radio station fit, program production style and product brand fit, carrier operation flexibility and so on.
4A's strategies in selecting radio stations are as follows: firstly, advertisements similar to TV media should reach high frequency, which is especially suitable for promoting products; Secondly, it is relatively concentrated in major first-tier cities as a good supplement to TV media.
Appendix: Relationship between Contact Frequency and Advertising Effect (1)
In a purchase cycle (usually 4 weeks), except for a few cases, there is usually little or no impact on the advertising exposure of the target consumer groups.
Because the audience's contact with 1 advertisement is usually ineffective, in order to achieve good advertising effect, the central goal of media planning should focus on improving the contact frequency rather than the arrival rate.
In a buying cycle, advertisements must have at least two contact frequencies to be effective.
Generally speaking, the best contact frequency should be at least 3 times in a purchase cycle.
There is no evidence to prove that after four or eight weeks of the advertising purchase cycle, the advertising contact frequency is more than three times in a row, that is, the cumulative contact frequency increases. Does it mean that the advertising effect of the brand is declining?
Relationship between contact frequency and advertising effect (2)
The final conclusion shows that there is no close linear relationship between the high contact frequency of advertisements and the boredom of advertisements.
In the highly competitive market, the response of big brands or brands with the largest advertising share seems to be obviously different from that of smaller or more general brands.
Perhaps it is because the exposure environment of TV in different periods is different, and the exposure frequency has different effects on the advertising effect in different periods.
In terms of contact frequency, the same budget and different media delivery schemes may have a great influence on the advertising effect.