Topic: Sources of Media & Market Information

TOPIC: SOURCES OF MEDIA & MARKET INFORMATION

I. INTRODUCTION

A. Syndicated vs. Customized Data:

______data: general information collected for many advertisers and reported on a regular basis

______data: information collected only upon request for a specific advertiser or brand

B. PCs/CDs are currently used to access syndicated data.

C. Need to exercise caution when using data in decision-making. Why? II. GENERAL CATEGORIES OF MEDIA INFORMATION

-- What are the general categories of information used by media planners?

-- How (at which step of the process) are they helpful to a media planner?

1. Marketing data:

2. Competitive Media Usage Data:

3. Media Audience Data:

4. Circulation and Rates Data:

5. Miscellaneous Data A. Marketing Data

 On Product Usage

1. Nielsen Marketing Research Services ("Scantrack") -- for ______

-- Used to find out (examples):

2. SMRB -"P" volumes 3. MRI-"P" volumes

-- ______(heavy, medium, light, and all users), ______, demographics, and "lifestyle" characteristics

"Who are the users of Peanut butter in terms of demographics, what magazines do they read, and what programs do they watch?"

4. MMR - similar to SMRB or MRI, but focus on HHs with $60K+ income.

 On Geographic Market

1. State & Metropolitan Area Data Book & Statistical Abstract of the United States -- issued by U.S. Government

2. Standard Rate and Data Services (SRDS), Consumer Market Data Summary -- marketing information located in front section of various SRDS's.

3. Sales & Marketing Management, SURVEY OF BUYING POWER -- July issue of S&MM; similar to SRDS, but provides more data. 4. Editor & Publisher Market Guide – ranks geographic markets by ______, ______, ______, total food sales and household income. Provides individuals descriptions of markets.

 On Miscellaneous Marketing Data

1. Information Resources, Inc. (IRI) -- a syndicated tracking service for grocery Industry data (at the national, local market), which allows marketers to measure the ______of ads, coupons, pricing and other marketing efforts on ______

2. PRIZM, SPECTRA, ACORN -- three major sources for ______data. PRIZM divides the country Into ______distinct, homogeneous, lifestyle clusters; SPECTRA combines PRIZM groups with head-of-household ______and ______; ACORN provides ______distinct market segments.

3. Government Printing Office -- for various kinds of research data that can be useful for marketing situation analysis

4. Various Chambers of Commerce at the national, local level and for various ethnic or Interest groups

B. Competitive Media Data

 General -- providing general information for many media

1. CMR (Competitive Media Reporting)

-- Provides information currently for 11 media types including:

"How much Nabisco's Oreo cookies spent last year in TV (network, spot, cable, syndicated)?"

 Specific -- specializing in one medium

Television 1. Network (& Syndicated) TV: ______

"In which network television programs did commercials for Sprite appear? How many :30 sec commercials? :15 sec ? :10 sec?"

2. Spot TV: ______

-- Used to find out (identify an example from “Source Exercise”)

1. Network Radio: BAR (Network Radio)

-- Used to find out (identify an example from "Source Exercise")

2. Spot Radio: ______

"What spot radio stations Diet Coke used for their ads, in what dayparts they advertised, and/or how many ads were inserted in each?"

1. Magazine: ______

2. Newspapers: ______Newspaper Report [formerly Media Records]

Out-of-Home

1. Outdoor: ______(______)

-- Used to find out (identify an example from "Source Exercise"):

C. Media Audience Data

General Media Statistics:

1. Marketer's Guide to Media -- provides current ______and estimated ______for the major media. Describes trends In total advertising expenditures, costs, and audiences for ______, ______, ______, and ______television, ______, out-of-home, ______, newspapers, and online services.

2. TV Dimensions -- covers many aspects of TV such as a history of television, growth of cable, ______, and the Internet; program type appeals, reach/frequency, ______factors regarding viewer Interest and attentiveness, commercial exposure and Impact, and Intermedia comparisons. Similar reports are available for magazines, the Internet, and consumer products.

Television

a. Network TV: Nielsen Media Research

______for daily rating/audience

______volumes for annual rating

b. Spot TV: ______(NSI)

a. Network Radio: ______

-- Used to find out (Examples): "What is the rating of a ABC affiliate station KMFA in Austin, Texas between 6 and 10 am last year?" -- RADAR

"How many women ages 55 + listened to ABC during PMD (afternoon drive) time?" -- SMRB- or MRI-M volumes

b. Spot Radio: Arbitron

-- Used to find out (identify an example from "Source Exercise"):

a. Magazines: MRI or SMRB

-- Used to find out (identify examples from "Source Exercise"):

b. Newspapers: Scarborough Newspaper Audience Rating Study

-- Used to find out (identify an example from "Source Exercise"): D. Circulation and Rates Data

-- Who are the major providers of circulation and rates data?

1. SRDS --

2. ABC-Blue Book --

3. BPA --

4. Buyers Guide to Outdoor Advertising Eller Media Company and Lamar Advertising Company--

5. TAA Rate Directory of Transit Advertising -- E. Miscellaneous Data

 General Media-Planning Resources

1. Advertising Media Internet Center –an excellent starting point for media planners. Provides links to the major media research sources, media terminology, advice from experts, and many other planning services

2. Mediapost – provides a broad range of media planning and buying resources. Its Webs- based free media planning system, ______lets you select, budget, schedule, and chart your media plan

3. MediaPlan WEBRF – another media planning system for television.

 Print-Planning Resources

1. Magazine Publishers of America – provides a wealth of free and useful information about magazines. ______in the research/resource section of its website is especially useful for magazine planning

2. Media Start – provides fast free access to ______such as editorial content, rates, circulation, and availability of special creative units.

3. Newspaper Association of America – provides extensive free information about newspaper readership, and advertising expenditures in the medium.

4. Audit Bureau of Circulation (ABC) Blue Book -- provides ______reports of magazine and newspaper circulation.

5. Business Publications Audit (BPA) -- provides audited reports of "______" business publication circulation.

6. Verified Audit Circulation – audited circulation for paid and free ______newspapers including many special interest , niche, ethnic publications

 Broadcast Planning Resources

1. SQAD (Service Quality Analytics Data) : a major source for ______, ______, household-based CPRP data covering all 210 DMAs.

2. Cabletelevision Advertising Bureau – a trade association for cable television industry, providing a lot of cable-related information as compared to other type of television. Provides detailed audience information on about 65 advertiser-supported ______television ______.

3. Television Bureau of Advertising – provides all kinds of general information that could be useful for ______and ______TV planning

4. Radio Advertising Bureau – Radio Facts (Radio Marketing Guide and Fact Book for Advertisers) – provides information on radio listening habits and the strength of radio compared to other broadcast and print alternatives

 Internet Planning Resources

1. Internet Advertising Bureau – a trade association serving the Internet advertising industry. Provides some useful information about the industry issues, standards, practices, and so on.

2. Jupiter and Media Metrix company – provides various useful information for Internet planning

3. ClickZ today – offers the latest information, techniques, and advice on Internet advertising and e-marketing, along with extensive technological information

4. Internet Glossary – provides extensive glossary of Internet terms

 Interenational Media Sources

1. Allnewspapers.com -- Provides links to international media services; despite the name, it covers ______in a number of countries. Information is organized by region, country, and media type

2. Kidon Media-Link –provides links to the websites of more than two thousand U.S. and international media services. Information is organized by region (Europe, Asia, etc.)

 Advertising Industry & Career Planning Resources

1. Standard Directory of Advertisers ("Red Book") -- a listing of companies involved in national advertising, their marketing/advertising personnel, and advertising agency used; has a geographical index to determine where company is located.

2. Standard Directory of Advertising Agencies ("Blue Book) -- a listing of advertising agencies, their key personnel, and accounts handled

3. September and March issues of Advertising Age -- provide information on many advertisers (September) and agencies (March).] Source Exercise

The following questions require you to identify the media source(s) that can provide the necessary information. Use "Sources of Media Information" listed in this packet to answer the following questions.

1. How much Michelob beer spent on spot radio in Houston last year?

2. In which mass media did Maxwell House coffee advertise? and how much did it spend in each last year?

3. What programs and how many of them Wrigley's gum bought on network TV?

4. What audience rating did Home Improvement get on October 12, 1994?

5. What is the cost to buy a :30 sec., fixed position commercial on WRLD (spot) television station in Dallas?

6. What was the audience delivery of KTLA TV station in the September sweeps last year?

7. How many and what percent of 35-54 year olds use ready-to-eat cookies?

8. How many 18-24 year old women whose annual household income is at least $60,000 read Ladies Home Journal?

9. What market share did Nabisco's Oreo cookies have in Atlanta in 1995?

10. What is the cost of a one-month, 100 GRPs outdoor buy in San Diego?

11. What audience rating, during morning drive, did (spot) radio station KFSG in L. A. get in the first quarter of 1995?

12. What is the cost of full-run with Bay Area Rapid Transit in San Francisco?

13. What percent of female homemakers aged 25-54 watched ER last year? Source Exercise (continued)

14. How many heavy-to-medium users of complete frozen dinner watch 60 Minutes?

15. Which Spot TV television programs did Simply Jif advertise in and how much did it spent in each last year?

16. How much money did BMW spend and how many full-page 4-color ads did it run in Time magazine last year?

17. How much money Budweiser spend for newspaper advertising in San Antonio market last year?

18. What is the circulation for Supermarket News (a trade/business publication?

19. What rating , for women 18+, did the Fox-affiliated radio station get for the 6 to 10 am period last year?

20. How many adult Los Angelites (18+) read an average daily issue of L. A. Times last year?

21. What is the cost of a 60-sec commercials on radio station WRLD in Dallas?

22. In which Californian markets did Chevron use any outdoor advertising?

23. How much did Mountain Dew spent in ABC Hard Rock stations of the U. S. in 1995?

24. What is the total circulation of Orange County Register?

SOURCES

A- Arbitron M - LNA-PIB B - SMRB/MRI-P Volumes N - Nielsen NTI Report C - LNA/ MediaWatch O - RADAR D - SRDS-Newspapers P - RER E - Scarborough Q - BARCUME F - ABC Blue Book R - MMR-M G - MRI-M Volumes S - SRDS-Spot Radio H- TAA Rate Directory T - SRDS-Spot Television I - BAR Network TV U - Nielsen Scantrack J - LNA Newspaper Report (Media Records) V - NSI K - Buyers Guide to Outdoor Advertising W - BPA L - Outdoor Advertising Expenditure Report (LNA) X - BAR Network Radio