Analysis in Media Xpress

Transcription

TAM Media research
Media Xpress by TAM Media Research
INTRODUCTION TO MEDIA XPRESS
Performing an analysis in Media Xpress
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Figure 1
To conduct an analysis, there are some basic choices that need to be made across the various
functions of the software. These choices that need to be set before processing an analysis are
explained below. The numbers below are corresponding to fig 1.
1.
ANALYSIS
The analysis function requires the user to make a choice of the analysis that it wants to
perform from the available modules.
1.
The analysis window would be divided in two parts, as shown above.
In the right hand side vertical window, there are four bars and click
buttons that show the analysis classified on the basis of ‘Trends’,
‘Programmes’ , ‘Planning’ and certain ‘Advanced’ modules.
2.
Clicking on each of the tabs, in the right hand side window, and an
entire list of modules under that division appears. To choose within
that division, just ‘click’ on the name of the analysis that is required.
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3.
After clicking on the required analysis, two things appear in the
right hand side
window. This will be:
2. The analysis name
3. Analysis option
This will ask for certain options to be filled in. For e.g., time period in
case of modules listed under ‘Trends’, which will be the time period at
which the TRP are picked up.
Each of these options are explained with the respective modules.
2.
MARKETS
In this function, the user only needs to choose the markets for which he wants to
conduct the analysis.
1. On clicking the ‘Markets’ tab (labeled as 2 in fig 1), the following window will be
generated.
2. This window will contain two divisions for two kinds of markets-those, that
existed before the expansion happened in the markets captured by TAM and
those after it. Clicking on one, will automatically cause a selection on the
corresponding markets in the other.
3.
Choose the required markets by clicking on the required market name in either
of the windows
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There is also an option for creating various market groups. To create such groups, click
on the’ market group’ button in the right hand side bottom corner of the window.
Clicking on this button opens a new window that shows option for ‘create group’,’ delete
group’ and ‘copy group’.
1. To create a new group, just press ‘ctrl+click’ on the names of the markets that
need to be selected and click on the ‘create group’ button.
2. Enter a name for the group and the new group would be formed.
3. To include the market groups in analysis, click on the check box for the market
group name and click on ‘OK’, the market name would be included in the
analysis.
4. In the following figure, Maharashtra has been made as the new market.
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3.
CHANNELS
1. By clicking on this particular function (No. 3 in figure 1), a window with a list of
channels would appear. Choose the required channels by clicking on the check
box with it.
2. The right hand side box of the window is divided in two parts. The channel
selections would appear in the top half. In the bottom half, there is an option to
choose to channel groups.
By clicking on ‘channel group’ button a new window would be displayed. In this window,
there is an option for ‘Create group’, ‘Delete group’ and ‘Copy group’.
5. To create a new group, just ‘ctrl+click’ on the names of the channels that need
to be selected and click on the ‘create group’ button.
6. Enter a name for the group and the new group would be formed.
7. To include the channel groups in analysis, click on the check box for the channel
group name and click on ‘OK’, the channel name would be included in the
analysis.
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4.
AUDIENCE
This option lets one choose the audience across which the analysis that needs to run.
This window opens on clicking on the ‘button 4’ as shown in figure1.
1. The window that appears has two options for ‘Pre Defined TG’ and also for ‘User
Defined TG’.
2. In case of ‘Pre Defined TG’, one just needs to click on the required definition and
it would appear in the right hand side window of ‘TG packs’ and hence would be
included in the analysis.
3. In case of ‘User defined definition’, just click on the required combinations for
the
definition and
‘save
definition’
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to
include
it
in
the
analysis.
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5. DAYPARTS
In the dayparts option, the user needs to choose the required time period for which he
wants to conduct the analysis.
1. Choose the required combination of period, time band and days to click ‘OK’ to
include it in the analysis.
2. Choose the required week and year of analysis. The first Sunday of the year
would be displayed as Week 01 of the corresponding year. The dates of the
period would appear in the date’s boxes automatically. Exact dates can also be
specified for analysis, so can the specific parts be.
3. To
input
more
definitions
in
the analysis,
click
on
next day
parts.
Within the daypart option, there is an option of’ viewer definition’ at the bottom of the
window. Clicking on this window, will give an option of choosing viewer type. The options
as displayed are:
i. Continuous time: By this, the user would be able to specify
analysis amongst audience who has watched eth particular time
period for some specified minutes continuously.
ii. Average viewer (continuous):By this users can specify
analysis amongst audience who have watched a particular time
band for some specified minutes(%) continuously.
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iii. Average viewer (discontinuous): By this users can specify
analysis amongst audience who have watched a particular time
band for some specified minutes(%) discontinuously.
iv. Any
minutes: By this users can specify analysis amongst
audience who have watched a particular time band for some
specified minutes either continuously or discontinuously.
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6.
PROCESS
On making these selections, the icons for all these functions in fig 1 would become
green; this indicates that the selection is complete. After that, just click on the process
tab (tab 6 on Figure 1) to get the analysis.
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COMMON TERMS USED IN OUTPUT
In a typical Xpress output, there are certain heads which are always displayed. Part of a module
output is as:
Channel:
This would display the channel name for which the data is displayed.
So, this column would contain entries of TV channel names like Star plus, Sony
entertainment television, etc.
Date/Day/Time:
These columns would display the time and duration of the program or daypart
for which the analysis is being run.
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Start Time/End Time:
In case of programme analysis, these heads would appear which would display
the start and end of specific programme episode for which the row entry is
displayed.
DUR {min}
Duration in minutes, would display the duration of the episode or the time of the
episode for which the analysis has been conducted.
Programme Name/genre/language
The name, genre, language particulars of a programme is displayed if a
particular programme is chosen for the analysis.
Another part of the output:
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Reach (‘000)
This is the total number of people that have seen the programme atleast once.
Its unduplicated audience of the programme.This is an absolute number,
expressed in thousand and it specifies the total number as reached upto that
particular telecast against which it is mentioned. For e.g., in the given output,
802(‘000) is the total number of people that watched the programme Jassi ever.
TVRs
TVR or television rating points is calculated by dividing the addition of average
time for which programme has been viewed by each viewer to the total number
of viewers.
In other words, TVRs is the average number of people who have viewed
the complete programme. It can also be stated as the average time period
for which the programme was viewed by all the viewers.
So, in the given output, when the TVR column says 5.44 it means that 5.44% of
the universe watched the full programme or that the programme was watched
5.44% by the viewers.
RCH (‘000)
This column represents the reach for that particular telecast. That is, it displays
the audience or the number of people that the program has reached in that
telecast or those that have watched that episode even if its not for full time
duration(this is where it differs from reach (‘000) column) .
RCH (%)
This is the RCH expressed in % terms. This just tells the % of total number of
people out of the universe, who have viewed that program, atleast for minute.
So, in the given example, the 14.08 in the RCH (%) column means the
percentage of total number of people of the entire universe who have seen th
programme even for 1 minute are 14.08.
Grs RCH
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It’s just an addition of the total number of people who have ever watched the
programme even for 1 minute.It’s a cumulative addition of RCH column.
In the given example, 844 is the total number of people who have ever been
reached by Jassi.
Grs RCH (%)
It’s the total number of people who have ever been reached by a programme,
expressed as a percentage of the universe.
In the given example, 19.70 would mean that 19.70% of the total universe has
watched Jassi atleast for 1 minute.
Reach at particular frequencies (Reach at 1+, 2+, etc)
This is the total number of people who have watched
the program at the
frequency or that number of times. So, a figure of 19 in Reach at 1+ means that
the number of people who have watched the programme more than once is
19(‘000).
Time spent (Univ)
This is the average time spent by each person in the universe watching the
channel/Programme.
Time spent (view)
This is the average time spent by each person in the viewers, watching the
channel/Programme. This assumes the set of viewers as the base.
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INDEX
OUTPUTS USEFUL FOR BROADCASTERS
1. How have I performed in the past? /Have I been gaining or losing
viewership?(across weeks/ months/quarters)
MODULE USED: Trends by weeks/months/quarter
2. What is my reach across different day parts?
MODULE USED: Cumulative reach by dayparts
3. How has been my performance (viewership) across different dayparts,
across weeks?
MODULE USED: Reach across different dayparts-weeks
4. What’s my Channel share as per day parts and weeks?
MODULE USED: Channel share By Dayparts-Weeks
5. How popular are my programmes? /How have my programmes been
performing?
6. Which programme I need to promote/push?
MODULE USED: Programme performance
7. How much of the universe is my programme reaching?
MODULE USED: PROGRAMME REACH AND FREQUENCY
8. How loyal are my viewers?
9. Which day part/programme has maximum new triers?
MODULE USED: LOYALTY
10. On which days do I gain more viewership? /Which are my strength areas?
MODULE USED: Trends by days
11. Which geographical region am I strong in?
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MODULES USED: TRENDS BY CITY
12. What’s the profile of my viewer?
13. What are the kind of viewers my competitor is attracting?
MODULE USED: Viewer profile
14. To which channel am I losing my viewers?
MODULE USED: Audience tracking
15. Which channels are sharing my viewers? /Which channels are being
watched along with my channel?
MODULE USED: Duplicate Viewing
OUTPUTS USEFUL FOR PLANNERS
1. How has a particular channel been performing over the chosen time
period(quarter/month/week)
MODULE USED: Trends by quarter/month/week
2. Which part of the day has a particular channel been performing well in?
MODULE USED: Channel share by dayparts-weeks
3. How many people will a particular programme be able to reach?
4. Does a particular programme match the profile of my users?
MODULE USED: Profile
5. There are more new triers or repeaters on a particular programme.
MODULE USED: loyalty
6. Do the strong markets of the serial and my brand match?
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7. Are the two channels I want to place ads in sharing similar viewers?
8. Have my spots been delivered as scheduled?
MODULE USED: Brand spot listing
9. How has a particular break performed?
MODULE USED: Break performance
10. Which spot has delivered how many spots/spent how much/attracted how
many GRPs?
MODULE USED: Spot summary
11. Will my plan be able to achieve its target?
MODULE USED: Spot reach and frequency-Pre
12. How effective has my plan has been in achieving its target?
MODULE USED: Reach and frequency-post
OUTPUTS USEFUL FOR PRIVATE PRODUCTION HOUSES
1. What’s the reach and average frequency of my programme?
MODULE USED: Programme Reach and frequency
2. Is my channel gaining or losing popularity in the specified time period?
3. How has a particular episode performed?
MODULE USED: Trends by days
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4. Which kind of audience does my programme attract?
MODULE USED: Loyalty
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Some common outputs, as used by
BROADCASTERS:
1. How have I performed in the past? /Have I been gaining or losing
viewership?(across weeks/ months/quarters)
Every broadcaster needs to know how the viewership patterns have been changing for it
over a period of time. Performance over a time period would help him access if the
viewers are sticking to the channel or
are they shifting from it. For this kind of
information, a module which will tell the change in viewership over specific time periods
would be required.Hence, the ideal module would be Trends by weeks/months/quarter.
PROCEDURE:
i In
the ‘Trends’
tab
in
analysis
window,
choose ‘trends
by
quarter/month/week’ (as required) module.
ii Make the required selections for rest of the options as explained above.
iii The module will display the output for trends shown by the channel .
iv To make the run for a particular programme, choose the corresponding
day part and the result would show the trend as displayed by a
programme.
v Process the modules.
The output would appear as:
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*The spots used for example are underlined in the figure.
How to use the output:
Ø
The output would show how the TVRs have been changing over a period of
time. In the given output, when we look at the TVR column, we see that the
TVR for week 39, time slot, 21:30 to 21:59 is 11.88, whereas for the same
slot in the next week (week 40) it is 11.38.This shows that the total number
of people watching my programme fully or the time on average for which my
programmes are being viewed has fallen.
Ø
But we can also look at the absolute figures for viewership that are provided
by the reach column. In this example, when we look at the reach figures for
the aforementioned slot in week 39, they are 2304 whereas reach by week
40 has reached 2338.
Ø
Another important parameter that can be looked into is the hare of the
channel. In our example, the share of star plus for the mentioned time slot is
40.11 whereas in week 40 it is 38.79.
These figures would help the broadcaster know, if the amount of viewership
is falling over the required time period.
The figures for “others” and “any channel” display the data for channels
except “Star Plus” and” All” the channels respectively.
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2. What is my reach across different day parts?
A Broadcaster needs to know which part of the day attracts more viewers on his channel.
By gaining this kind of information, he will have knowledge about which time slots of his
channel are liked by viewers. For this information, the most suited module would be
‘Cumulative needs by dayparts’, which gives a broad view of the viewers attracted during
different dayparts.
MODULE USED: Cumulative reach by dayparts
Procedure:
i. In the ‘Trends’ tab in analysis window, choose ‘Cumulative reach
by dayparts’.
ii. In the daypart option, define the dayparts on which you want to
conduct the analysis.
iii. Make the required selections for rest of the options
iv. Process the modules.
Output would look like:
Ø
It shows a cumulative figure over the chosen time period for how the
dayparts have been behaving. For e.g., in this example, we know that in
the specified daypart (chosen to be time period upto 12 in the morning)
the reach of Star plus (in terms of %)is 42.63, whereas in case of second
day part (from morning 12 to 3 in the morning) it is 77.80.So, in this
case, we know that Daypart 2 is stronger for Star plus than daypart 1.
Ø
Similar information about the competitors can be used to devise
strategies for targeting the right kind of audience.
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3
How has been my performance (viewership) across different dayparts,
across weeks?
A broadcaster would need to know if the viewership of his channel is changing across
different dayparts over a period of time.
MODULE USED: Reach across different dayparts-weeks
Procedure:
i. In the ‘Trends’ tab in analysis window, choose ‘Reach across different
dayparts-weeks’.
ii. In the daypart option, define the required dayparts.
iii. Make the required selections for rest of the options.
A part of the output would be as:
Ø
This output helps in analyzing both the trends across dayparts and the
behavior of these dayparts across week also.So; this tells how the
performance of the dayparts fluctuated with weeks. In the given output,
if we look at the reach (%) figures for Star plus, we see that while the
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reach of star plus in the first daypart if fluctuating (42.63 to 45.73 to
41.26) over the three specified weeks, in case of the second day part
(which is incidentally the second half of the day in this case-12pm to
3am), the reach is continuously rising (80.17 to 80.08 to 85.94).
Ø
Another point of view of looking at this information would be to observe
the change in audience with a change in programmes or their schedules.
For e.g., in this case we have seen that the second half of Star plus is
gaining the reach along the weeks.So, in case there has been a change
in schedule in the second daypart, it is evidently being liked by the
viewers and hence the reach is rising.
4. What’s my Channel share as per day parts and weeks?
In today’s competitive scenario it is very important for a broadcaster to know his position
as compared to other channels. The TVRs across and share of channel are required too
judge a broadcaster’s position as compared to rest of the market. This information can
be given to the broadcaster using ‘Channel share by dayparts-weeks’ module.
MODULE USED: Channel share By Dayparts-Weeks
Procedure:
i.In the ‘Trends’ tab in analysis window, choose ‘Channel share By DaypartsWeeks’.
ii.Choose the required dayparts in the ‘Daypart’ option, for which the analysis is
required.
iii.Make the required selections for rest of the options
iv.Process the modules.
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Ø
This would help the broadcaster observe which day parts are gaining or
losing or in observing which day parts form the strength or weakness of
the channel.
For e.g., in the given case, when we look at Star plus’s figures for
dayparts across weeks, we observe that it has very less viewership share
in daypart 1(around 5) and also we see that this figure has increased in
the
Week 42.Whereas, viewership in daypart 2 has remained same
across the weeks (around 28%).This tells us that while the viewership
share for Star is much higher in the daypart 2,it is increasing slowly in
daypart 1 also.
Ø
Similar results can be obtained for competition and hence a competition
analysis can be done. For e.g., this information about Star plus can be
used by other channels to schedule their dayparts, etc.
5. How popular are my programmes?
/How have my programmes been
performing?
Every broadcaster needs a feedback on how well the programmes being telecast have
been received by the viewers. In this case, he would need all the parameters that speak
about the programme’s performance. A very comprehensive module for the same is
‘Programme performance’.
6. Which programme I need to promote/push?
A broadcaster would want to know the reach and frequency of its programme to know
how its performing. This information is required by the channel to know which
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programme is not being viewed much by viewers and hence needs to be promoted or
rescheduled.
MODULE USED: Programme performance
Procedure:
i.Open the analysis window and in the ‘Planning’ tab choose the analysis
‘Programme performance’. Make the required selections in rest of the options.
ii.From the pop-up window that appears, choose the programme for the analysis,
by choosing genre, language, keyword or either of these in combination with
appropriate day part.
iii.Make the required selections for rest of the options.
Ø
The reach and frequency as displayed in the output would tell the broadcaster how the
programme is performing. Now, in the given output, the details have been displayed for
the programme ‘Jassi Jaisi Koi Nahi’. From the available figures, we can study the
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programme for various parameters. For e.g., we see that the TVRs and reach figures
peak for the Prime time telecast of Jassi.
Ø
Also, from the output, we know how much share of viewership the programme is
attracting by studying the channel share.So,for this case, we see that Jassi has been able
to attract channel share from 14 to around 22,which means that the programme has
been able to attract viewers substantially and hence is good for the channel.
7. How much of the universe is my programme reaching?
From a broadcaster’s point of view, it’s very important how much viewership a
programme is attracting. This information is used by the broadcasters gain advertising
revenues. The module which explicitly gives this information as required by the
broadcaster is Programme reach and frequency.
PROCEDURE:
i.In the ‘Planning’ tab in analysis window, click on ‘Programme reach and
frequency’ to choose it as the selected module.
ii.From the pop-up window that appears, choose the programme for the analysis,
by choosing genre, language, keyword or either of these in combination with
appropriate day part.
The output would be displayed as:
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Ø
The reach and frequency as displayed in the output would tell the broadcaster the reach
and frequency of a programme. Now, in the given output for Jassi, we see that the reach
figures peak for the Prime time telecast of Jassi (around 600 for prime time and 300 for
afternoon timings).
Ø
Now, if we look at the RCH column in the output, we would observe that the % Reach
for Jassi episode’s is fluctuating between 10 to 15 in the prime time. This information is
also very important from the point of selling the space to the advertiser for earning
revenues, because the buyer would want to know the reach of audience, a programme
attracts, before buying out the space.
Ø
We also know from the given output, how many viewers at specific frequencies has the
programme been able to attract.Now,in this case, when we look at the second row, we
know that viewers(in %) that have watched the programme more than once is 18 and
those who have done it more than twice is 3.
Every broadcaster would want to know if the viewers of his channel continue to watch
his programmes or are they shifting to other channels. This kind of information that tells
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about the loyalty of the viewers can be captured in the module in the ‘Advanced’ mode
called ’loyalty’.
9. Which day part/programme has maximum new triers?
A broadcaster would need to know if he is receiving new viewers for his channel or the
same old viewers continue to watch it. This will tell him how many people are trying out
his channel. An appropriate module for this kind of information is ‘Loyalty’.
MODULE USED: LOYALTY
This Module can be used in two ways:
Ø
Daypart: This can be used to extract the above mentioned information for
specified daypart options.
Ø
Programme: In this part, the loyalty of the viewers is known programme wise. In
this case, the specifications for the programme will have to be provided in the
window that opens for ‘Genre/language/keyword’ details.
PROCEDURE:
i.In the ‘advanced’ tab in analysis window, choose ‘loyalty’.
ii.Choose whether you want to conduct the analysis by day part or programme.
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The
output
would
look
like:
This module will give measure loyalty in form of
NEW TRIER: This figure tells the % of people who are watching or trying the
programme for the first time.
FRS: This figure tells us the viewers who have revisited the programme for the first
time or those that are first time repeaters.
SUB: This tells the viewers who are not revisiting the programme first time and have
visited it before, more than once.
%NEW: This tells that out of the total viewers what the percentage of new triers is.
%REPEATERS: This tells that out of the total viewers what the percentage of triers
who are not watching the programme for the first time.
LOYALTY INDEX:
Ø
In the given example, in the highlighted row, we see that the total viewers
as reached by the specified daypart are 6.88.Now, looking at the next
column, we see that the viewers who watched during that duration for the
first time or are first time viewers are 0.29%.The next column specifies that
the viewers who are repeating for the first time are 4.03 and those repeating
for the second time are 2.56.
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Ø
Columns for ‘%New’ and ’%Repeater’ show the percentage figures for new
and repeat viewers.So, in this case we see that while the new viewers are
only around 4-5 %, the repeat viewers are more than 95%.Now,from this
kind of information the broadcaster would know there needs to be an
increase in marketing efforts so that the number of viewers who try out the
specified dayparts increase.
10. Which geographical region am I strong in?
Every broadcaster would want to know, which geographical region is he strong in. This
will give him an idea of the kind of audience he is appealing to and also the one’s on
whom is he missing out. This kind of information can be gained from the ‘Trends by City’
module.
PROCEDURE:
i.In the ‘Trends’ tab in analysis window, choose ‘Trends by cities’.
ii.Make the required selections for rest of the options
iii.The module will display the output for trends shown by the cities.
Ø
By observing the reach of a programme as shown by various cities the popularity
of the programme in different regions or different kinds of culture can be
observed. For e.g., in the given output, if we compare the share figures of the
Sony for the given daypart across the two chosen cities, we see that while the
channel share of Sony in Mumbai is 14.11,it is 10.44 in Delhi, we can say that it
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is more popular in Mumbai as compared to Delhi. We also see that the time
spent and the TVRs figures are also less for Delhi as compared to Mumbai.
Ø
To counter the competition, the same analysis can be used to discover the areas
in the competitor’s kitty.
11. What’s the profile of my viewer?
Every broadcaster would want to know what kind of viewers watch which daypart or
programme of his channel, so that he can decide which genre of programmes to be
telecast for which audience .A module that tells which kind of programmes appeal to
which viewers is ’Profile’.
Ø
Ø
Programme: In this part, the profile of the viewers is known programme wise. In
PROCEDURE:
i In the ‘Advanced’ tab in analysis window, choose ‘Profiles’.
ii Choose whether you want to conduct the analysis by day part or by
programme. Make the required selections for rest of the options
iii The audience function is the most important part of running this
analysis. In case of this option, choose the various profile of audience
that you want to make the choice among.
iv Process the modules.
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Ø
The profile of audience would give output in the form of TVR, viewership % and
also channel share. In addition, the net index figure in the output would show
the kind of audience that watch the programme. An index of more than 100
would show the suitability of the daypart with the profile and opposite is the case
for less than 100 index. For e.g., In this case, we know that the chosen
daypart/programme was popular more with CS35+ than CS 15-35,because,the
index for later is 130 while for the former its only 80.This information can be
used by the broadcasters to know what kind of viewers like what programme.
Ø
This information about the competitor can be used to know which are the kind of
audience that competitor is attracting in which time slot and hence in deciding
what should be strategy of the broadcaster.
Ø
By observing the index figures over different time periods, we can also know, if
the profiles of viewers for a specific daypart / programme changing.
12. To which channel am I losing my viewers?
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The viewers for any channel keep shifting from one channel to the other. Its very important
for the broadcaster to know, which channel attracts its viewers during different time
periods/programmes.This kind of information can be revealed by ‘Audience tracking’ module.
MODULE USED: Audience tracking
PROCEDURE:
i. In the advanced tab in analysis window, choose ‘Audience
tracking’.
ii. Choose the channels that require to be compared.
How to use the outputs:
Apart from the particulars like timing, date, etc. the other variables as displayed in
the output would be:
Total and retained customers for the channel: This gives a minute by minute
detail of how many viewers are on the channel and how many are retained in the
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next time unit. For e.g., in the given case, in the highlighted time period,2.02 is the
total viewers(%) of Sony, out of which 1.07 are those retained from the last minute.
Gained from
Also, along with that it also shows the comparison against the other chosen
channels, in terms of the number of audience that have been gained from or lost to
the other chosen channels in percentage terms. This part has three columns, which
show in percentage terms, the new viewers, those gained from another chosen
channel (in this case star plus) and a third column that shows viewers gained from
others. In this example, the increase in viewers of Sony (2.02 from 1.07)is from
Star(0.95) as shown in the ‘Gained from’ column.
Lost to
This again contains three columns that tell the people who have stopped watching,
those that are gained from another specified channel (Star plus in this case) and
thirdly, the viewers lost to ‘others’.
Ø
This information can be used to analyze, what is the trend of migration of
channel viewers and how do they need to work upon that. Since it gives the
details of channel viewing minute by minute, it can help analyzing the exact
details of where and why it lost out to the competitors. For e.g., in this case
we know that in the second minute Sony snatched 0.95% viewers from Star.
Ø
Also, this kind of information can be used for tracking the channels to which
major viewership share is being lost. For e.g., in this case, we know that in
3rd minute Sony lost 1.41 % viewers to some channel other than star. This
channel can be found out by similar analysis of Sony against other channels
and reasons for losing the viewer can be found out.
13. Which channels are sharing my viewers? /Which channels are being watched
along with my channel?
Viewers often watch more than one channel simultaneously (shifting from one channel to
another).A broadcaster would be interested in knowing such information because such
channels form a potential threat to his viewers.
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Ø
Ø
Programme: In this part, the behavior of the viewers is known programme wise.
In this case, the specifications for the programme will have to be provided in the
Procedure:
i.In the advanced tab in analysis window, choose ‘Duplicate viewing’.
ii.Choose whether you want to conduct the analysis by day part or programme.
iii.Make the required selections for rest of the options
The output would be as:
Ø
The out put would be in the form of a matrix for the specified channels. It
will tell, how many percentage of audience of one channel were also
watching the other channels (in breaks).For e.g., in the above output, 89%
of Sony’s viewers were watching Star in the specified day part. Similarly,
83% of Star’s viewers were watching Sony during the specified day part. So,
we see that Sony and Star shared a major chunk of similar viewers in the
specified time band.
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OUTPUTS FOR USE BY PLANNERS
1. How has a particular channel been performing over the chosen time period
(quarter/month/week)
For the planning process, every planner needs to have knowledge of how the different
channels have been performing over the past few weeks/months or quarters.
This information is important for the planner because he needs to know the kind of
GRPs, he would be able to achieve with which channel. To gain this information, the
planner needs to go to the ‘Trends by quarter/month/week’ module.
MODULE USED: Trends by quarter/month/week
PROCEDURE:
i In
the
Trends
tab
in
analysis
window,
choose
‘Trends
by
quarter/month/week’ (as required).
ii Make the required selections for rest of the options
iii The module will display the output for trends shown by the channel .To
make the run for a particular programme, choose the corresponding day
part and the result would show the trend as displayed by a programme.
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TAM Media research
Ø
In the given output example, by looking at the TVR column, that Star usually
achieves a TVR of 11 to 12 during the specified time period(in this case
21:30 to 22:30).Another point the planner would be able to access is that
these TVRs remain constant across the time period specified(week 39 and
40).
2. Which part of the day has a particular channel been performing well in?
After the planner has a list of channels he plans to advertise in, it is important for him to
know, what kind of audience he would be able to attract in which time duration, so that he is
broadly able to classify, which part of the day he should advertise in which channel. This
information can be gained from the ‘Channel share by dayparts-weeks’ module.
MODULE USED: Channel share by dayparts-weeks
Procedure:
i In the ‘Trends’ tab in analysis window, choose ‘Channel share By
Dayparts-Weeks’.
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TAM Media research
iii Process the modules.
Ø
The output as shown, would display Reach, TVR and share of the
channel in a particular daypart and week wise. This would help the
planner observe which day parts are gaining or losing or in observing
which day parts are appropriate for planning the advertising on the basis
of estimation of audience across dayparts. For e.g., in this case, we see
that the planner would be able to observe from the output, that Star is
able to attract a TVR of around 0.29 during the first daypart and around
4-5 in the second daypart.Also,this TVR is not showing any major trends
over the analyzed 4 weeks and is more or less fluctuating.
3. How many people will a particular programme be able to reach?
Every planner has to deliver some amount of GRPs from its plan.So, its very important
for him to know, how much Reach and frequency would particular programme deliver.
This information can be attained by him using the ‘Programme reach and frequency’
module.
PROCEDURE:
i In the ‘Planning’ tab in analysis window, click on ‘Programme reach and
ii From the pop-up window that appears, choose the programme for the
analysis, by choosing genre, language, keyword or either of these in
combination with appropriate day part.
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TAM Media research
iii Make the required selections for rest of the options.
Ø
Since this gives information regarding TVRs, reach, etc., it can be used by
the media planner for quantitatively analysis and deciding how to achieve
the required level of GRPs.For e.g., in this case, if we look at the TVR
figures, we know the kind of GRP s that can be achieved by the planner by
advertising in the chosen programme.
Ø
In addition, if there is some frequency level that the planner wants to
achieve, by looking at average frequency figures, 1, 1.16,etc. in this case, he
would know, what kind of frequencies he would be able to achieve for the ad
by advertising in a programme. So, it can be used as a pre planning tool to
judge programme’s usefulness of the campaign.
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TAM Media research
4. Does a particular programme match the profile of my users?
Before working out a plan, a planner needs to know what genre of programmes he should
advertise in. For this kind of information, he needs to know, what profile viewers a particular
programme attracts.
Ø
Ø
PROCEDURE:
i In the ‘Advanced’ tab in analysis window, choose ‘Profiles’.
ii Choose whether you want to conduct the analysis by day part or by
iii In case of audience option, choose the various profile of audience that
you want to
make the choice among.
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TAM Media research
Ø
The net index figure in the output would show the kind of audience that watch
the programme. An index of more than 100 would show the suitability of the
daypart with the profile and opposite is the case for less than 100 index. For
e.g., In this case, we know that the chosen daypart/programme was popular
more with CS 35+ than CS 15-35,because,the index for later is 130 while for the
former its only 80.This information can be used by the planner to advertise for
products targeted at age group 35+.
5. There are more new triers or repeaters on a particular programme.
A planner needs to know whether a particular programme has mainly new or repeat
triers.This kind of information is generally used by planners in deciding whether a
particular campaign needs to cover maximum reach or does it want to capture same kind
of audience a number of times. To make such decisions, it gets the information about the
loyalty of viewers from the ‘Loyalty’ module.
MODULE USED: Loyalty
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TAM Media research
PROCEDURE:
i In the ‘advanced’ tab in analysis window, choose ‘loyalty’.
ii Choose whether you want to conduct the analysis by day part or
programme.
The output would look like:
Ø
Looking at this information, we see that the figures in the ‘repeater’ column
are on the higher side (95, 85, etc).So, if the planner wants repeat
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TAM Media research
advertising for his product, it would be useful for him to advertise in the
given programme.
5. Do the strong markets of the serial and my brand match?
Its important for a planner to know, which kind of programmes are popular in the market
where his target group is placed. This kind of information will help him target his
advertising at the right niche of people.
PROCEDURE:
i In the ‘Trends’ tab in analysis window, choose ‘Trends by cities’.
iii The module will display the output for trends shown by the cities.
Ø
By observing the reach of a programme as shown by various cities the popularity
of the programme in different cities can be observed. This information can be
used by the planner to know whether the programme in which he wants to
advertise is strong in a particular market (his target market) or not. For e.g., in
the given output, if the product that is to be advertised is Delhi specific, the
planner would choose not choose Sony but would look onto other channels that
are more popular in Delhi.
7. Are the two channels I want to place ads in sharing similar viewers?
Viewers often watch more than one channel simultaneously (shifting from one channel to
another).A planner would be interested in knowing such information because in case the
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TAM Media research
planner wants to cover maximum reach, he would not to advertise on channels that
share similar viewers.
Ø
Ø
Procedure:
i In the advanced tab in analysis window, choose ‘Duplicate viewing’.
ii Choose whether you want to conduct the analysis by day part or
programme.
iii Make the required selections for rest of the options
§
The out put would be in the form of a matrix for the specified channels.
It will tell, how many percentage of audience of one channel were also
watching the other channels (in breaks)
·
For e.g., in the above output, 895 of Sony’s viewers were
watching Star in the specified day part. Similarly, 835 of Star’s
viewers were watching Sony during the specified day part.
§
This information can be used by the planner to make sure that he does
not put his brand in channels that receive similar kind of viewers or else
uses channels with similar viewers incase repeat exposure is desired. So,
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TAM Media research
someone desiring maximum reach would not advertise in Sony and Star
both.
8. Have my spots been delivered as scheduled?
There needs to be a check on whether a plan is delivered as scheduled .For this
information the ‘Brand spot listing’ module is required, which will give
monitoring
information about the plan.
MODULE USED: Brand spot listing
PROCEDURE:
i In the ‘planning’ tab in analysis window, choose ‘Brand spot listing’.
ii On clicking on the module, a advertiser/product category/brand/brand
variant window will appear. Choose the required particulars for the
product for which the spot listing is required.
iii After this, Genre/language/keyword detail window appears. In this
window, choose the programme(s) in which the brands need to be
checked.
iv Also, choose the Normalized duration, which you want to choose as the
base for considering the other parameters of the ad.
v Make the required selections for rest of the options
vi Process the modules.
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The output would generate particulars of the programmes, where the ad appeared. This
would include product category, advertiser, brand programme day, date, genre, name,
language, start time and duration.
In addition it would include various parameters like
PA- Position of the ad (in the break)
TA-Total number of ads (in the break)
Product-This is the name of the product that has been advertised.
Brand-The brand that was advertised
Variant-The exact variant/detail of what was advertised.
Cost- cost of the spot or of airing the ad at that spot.
CPRP-cost per rating point is the cost that was borne by the advertiser for every GRP
that was achieved.
NORM TVR: This is the TVR that is calculated on the basis of normalized duration.
Normalized duration is the duration that is chosen as the base duration for considering
other the parameters of an ad like cost, TVR etc.
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CPT- Cost per thousand. This is the cost incurred by the advertiser per thousand people
reached.
Ø
This helps the planner observe the total campaign GRPs as delivered by a
programme.For e.g., in this output, the addition of TVR column would be able to
give the total GRPs as delivered for the advertiser ‘Procter and Gamble’.
Ø
This information can be used by the planner to track competition’s activity-the
way he has used media resources and distributed his GRPs.
Ø
It can also be used to monitor the spots for one’s brand that have been
delivered.
9. How has a particular break performed?
To be able to access how useful it would be to advertise in a particular programme’s
break, the TVRs for the previous breaks can be looked at. This information is available in
the module ‘Break performance’.
MODULE USED: Break performance
PROCEDURE:
i In the ‘planning’ tab in analysis window, choose ‘Break performance’.
ii After this, Genre/language/keyword detail window appears. In this
window, choose the programme(s) in which the breaks need to be
analyzed.
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TAM Media research
The output would generate particulars of the programmes, where the ad appeared. This
would include programme day, date, genre, name, language, start time.
In addition it would include various parameters like
DUR-This will tell the duration of the entire ad.
PA- Position of the ad
TA-Total number of ads
Commercial-The ad that was monitored(theme)
Cost- cost of the spot or of airing the ad at that spot.
CPRP-cost per rating point is the cost that was borne by the advertiser for every GRP
that is achieved.
Ø
This module will deliver post campaign TVRs based on actual adex telecast
information. It can deliver TVRs at programme, commercial and break level. In
addition it allows analyzing the performance based on different TGs. For e.g., in
this case, the analysis has been done at programme level, so the planner would
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TAM Media research
know that the kind of TVRs achieved in a particular programme’s break would be
as given in the TVR column.
Ø
10.
In addition, it can be used to track competition activity.
What are the total spots enjoyed by a particular brand?
An advertiser would want to know how many spots its competitor has been able to get or
the GRPs that he might have been able to achieve. This information would be available in
the Spot summary module.
MODULE USED: Spot summary
Procedure:
i In the ‘planning’ tab in analysis window, choose ‘Spot summary’.
ii After this, Genre/language/keyword detail window appears. In this
window, choose the programme(s) in which the breaks need to be
analyzed.
The output is used to give a summary of the spots for the planner.
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TAM Media research
It gives a very comprehensive summary for over all view of the market. It tells that in a
particular market what brands have been advertised for how much time and also the cost
involved.
It
also
tells
what
are
the
GRPs
as
attracted
by
each
of
the
advertiser/product/brand. For e.g., In this case, we see that Sundrop brand has enjoyed
35 spots, achieved a GRP of 21 and spent 2680000 on advertising during the chosen
time duration.
11. How effective my plan would be in achieving its target?
Every planner would want to experiment with his plan and would try to judge the kind of
GRPs it would be able to achieve before actually implementing it. This is possible in the
Spot reach and frequency-Pre module, which allows the planner to choose a list of spots
for the plan and then test its efficacy.
MODULE USED: Spot reach and frequency-Pre
Procedure:
i In the ‘planning’ tab in analysis window, choose ‘Spot reach and
frequency-Pre’.
ii After this, there will be a window asking if the user wants to create a
new log. On clicking on the ‘Create a log’ option, a window appears for
creating
a
log.
This
window,
allows
to
create
a
log
‘by
Commercial/Programme’, ‘By daypart’,’By product/brand/variant’.
iii On making the required selections, extract a list of spots in the specified
selections .From the list of these available spots, devise a list of spots
that are required in the schedule.
iv Save this schedule.
v Include this log file in the analysis window and make the required
selections.
vi Process the modules.
The output gives assessment of how many GRPs would the plan be able to capture.
This module is very useful because it helps the planner check his plan before putting it in
the market. So, it gives him a chance to check and modify his plan as desired.
12. How effective my plan has been in achieving its target?
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TAM Media research
After the plan has been implemented, a planner would want to know how effective has
plan was and whether it was able to deliver the required GRPs.This is possible with the
Reach and frequency-post module.
MODULE USED: Reach and frequency-post
PROCEDURE:
i In the ‘planning’ tab in analysis window, choose ‘Reach and frequencypost’.
ii On clicking on the module, an advertiser/product category/brand/brand
variant window will appear. Choose the required particulars for which the
spot listing is required.
iii After this, Genre/language/keyword detail window appears. In this
window, choose the programme(s) in which the brands need to be
checked.
iv Make the required selections for rest of the options
v Process the modules.
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TAM Media research
DUR-This will tell the duration of the entire ad.
PA- Position of the ad
TA-Total number of ads
It would help one know how much a plan has been able to achieve its target. It will tell
the reach and frequency performance at the Total, product, brand level. For e.g., in this
case, the analysis has been done on advertiser level and the first row tells that, that
spot of Procter and gamble was able to achieve a GRP of 0.15 and so on.
This module can also be used to keep an eye on how successful the competitor is.
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PRIVATE PRODUCTION HOUSES
1. What’s the reach and average frequency of my programme?
From
a production house’s point of view, it’s very important to
know how much
viewership a programme is attracting. This information is useful because it helps judge
the popularity of the programme .The module which explicitly gives this information as
required by the production houses is Programme reach and frequency.
PROCEDURE:
i In the ‘Planning’ tab in analysis window, click on ‘Programme reach and
ii From the pop-up window that appears, choose the programme for the
analysis, by choosing genre, language, keyword or either of these in
combination with appropriate day part.
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Ø
The output in this case would consist of the particulars of programme chosen
like name, language, and genre, start and end time. The other variables
would be TVR, RCH ‘000, RCH, Gross RCH, Average, Reach 000s, Reach
1+,2+ and at similar frequencies.
Ø
This module gives an idea of how successful a programme is. For e.g., in this
case, by looking at the RCH column, we see that the chosen programme
manages RCH of around 600 at the peak time.
Ø
Also looking at the reach at explicit frequencies, we can judge how popular it
os.For e.g., in this case, we see that the reach at 1+ (in the highlighted row
) is 18 and that at 2+ is only 3.
Ø
It helps in knowing the Reach and frequency of events like tournaments, etc.
2. Is my programme gaining or losing popularity in the specified time period?
Its important for a production house to know if the number of viewers being
reached by a programme is increasing or decreasing over a time period. This
can be done by Trends by weeks/months/quarter module.
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TAM Media research
PROCEDURE:
i In
the
Trends
tab
in
analysis
window,
choose
‘Trends
by
quarter/month/week’ (as required).
iii The module will display the output for trends shown by a particular
programme, by choosing the corresponding day part and the result
would show the trend as displayed by a programme.
Iv Process the modules.
Ø
For a particular programme analysis, the analysis can be used to see how
the programme has been performing over a period of time and hence can be
used for strategic decisions. For e.g., in the given output, we see that the
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TAM Media research
share of the programme (in this case Jassi) for which the analysis has been
conducted has remained more or less same.
Ø
The output would show how the TVRs have been changing over the specified
time period. It would also show the reach over the time duration specified.
For e.g., in this case, the TVRs maintain a constant level.
Ø
Another important analysis as given by output would be the change in the
share of the channel by which one can observe the pattern for channel
popularity as compared to the universe over a specified time period.
Ø
In addition, another point of view of looking at this information would be to
observe the effect of change in audience in case of change in programme
technique ,etc.
2. How has a particular episode performed?
There continue to be various turns and major changes in serials.Its
important for a production house how these changes affect a programme’s
reach.
MODULE USED: Trends by date
PROCEDURE:
i. In the ‘Trends’ tab in analysis window, choose ‘Trends by date’.
ii. Make the required selections for rest of the options
iii. The module will display the output for trends shown by the channel .To
make the run for a particular programme, choose the corresponding day
part and the result would show the trend as displayed by a programme.
The output would look like this:
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From this output it would be possible to study for every episode of a programme, as to how
successful it was and what’s the trend that reach has followed over every episode. For e.g., in
the given output, we see that the TVR and reach both fall in the fifth entry.TVR from7.19 to 5.51
and Reach from 1095 to 826.Also, the channel share went down from 22.33 to 16.21.So,there
the production house needs to see what caused such a fall.
6. Which kind of audience does my programme attract?
A production house would want to know, what kind of viewers are watching its programme,
so that the programme can be customized or scheduled accordingly.
Ø
Ø
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TAM Media research
PROCEDURE:
i. In the ‘Advanced’ tab in analysis window, choose ‘Profiles’.
ii. Choose whether you want to conduct the analysis by day part or by
iii. In case of audience option, choose the various profile of audience that you
want to
make the choice among.
Ø
The profile of audience would give output in the form of TVR, viewership % and
also channel share.The net index figure in the output would show the kind of
audience that watch the programme. An index of more than 100 would show the
suitability of the daypart with the profile and opposite is the case for less than
100 index. For e.g., in this case we see that the net index is higher in CS 35+
than in CS 15-35,this shows the programme is more popular in CS 35+ age
group and hence this target group needs to be kept in mind.
Ø
To discover whether the profile of viewers for a programme is changing.
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TAM Media research
A production house would want to know if its viewers are sticking to a programme. Such
information would be known to the production house from the ‘loyalty’ module.
MODULE USED: loyalty
Ø
Ø
PROCEDURE:
i. In the ‘advanced’ tab in analysis window, choose ‘loyalty’.
ii. Choose whether you want to conduct the analysis by day part or
programme.
The output would look like:
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TAM Media research
Ø
This information will help in accessing how popular the programme is or to
what extent are the viewers loyal. The loyalty of the programme will help in
accessing if a particular programme is being liked or watched regularly by
the audience. For e.g., in this case, the loyalty index for the programme is
around 65% and thus it enjoys loyal viewers.
Ø
It will also help judge the number of trials as changing across episodes.
58

Analysis in Media Xpress

Transcription

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