Media Planning Assignment
Assignment 4 Analyzing Product Usage Data of Media Audiences Objective: To help you understand and use product usage data reported by major syndicated research sources for specific media vehicle audiences. When these data exist and are reliable for your product, they provide the most direct method of evaluating alternative media against reach of key user groups. Discussion Simmons and MRI report product usage by media type and also by specific ve- hicles. MRI data for magazines are shown in Exhibit 4-1. Usage data for radio and TV dayparts, radio formats, and networks and cable networks are shown in Exhibit 4-2. The media planner usually evaluates product usage data to define key target demographic groups and then selects media that most effectively and effi- ciently reach those demographic targets. However, planners could use product usage data reported for the specific media types and vehicles, which enable them to compare heavy users versus light users reached by the media. It is de- sirable to review both types of usage information when they are available. Media vehicles frequently publish both types of data, often based on their own research. However, it is usually easier and more reliable to use the data reported by sources like Simmons and MRI, because usage data for demo- graphic groups and all media reported by these sources are obtained from the same sample of respondents. Exhibits 4-1 and 4-2 are read much the same as Exhibit 1-1 discussed in Assignment 1 of this workbook. In Exhibit 4-1, the data would be interpreted as follows: Top row: There are 85,337,000 female homemakers in the United States (at the time of the survey). Column A: 77,468,000 of the 85.3 million use paper towels. Column B: All users (77,468,000) are equal to 100 percent. Column C: All users represent 90.8 percent of all U.S. adults. Column D: All users also represent a 100 index number. Second row: For American Baby, there are 3,623,000 female homemakers who are readers of that magazine. Column A: 3,298,000 readers of American Baby are users of paper towels. 1516 Media Planning Workbook Exhibit 4-1 MRI: Paper Towels Users (Female Homemakers)-Magazines All Foule Nomeakers Marican Babe 212 1006 397 160 arican Hunter artsy Spirit [Gr) Jack Enterprise Fit 1 and Tour New Rome ible Culde/ Total TV (OF] BOking LOGAT Suntry Him 451 SomeCall's (or) lover [ Cronyworkbench (Gr) Forbes OFLURE Wheel & Off Road 20 "(Crat lemen's Quarterlyl Hearst Homes ter (House i Carden) Home Mechanix quite Beautiful hunting Imide Sports He's Persong Finance men's fiton Metro-Fuck Comes Network SpringAssignment 4 17 Exhibit 4-1 (continued) 65337 gan 1 All Female Homemakers TO 190.0 194 1609 212 aldueit Living adera Maturity Hacianai Geographic Traveler Natural History Thrin American Hunter Penton Executive Betul (Gr) Petbrien Nogarine Netea [Gr] leader i digest E By Mdale Active Network (6-) The Street Magazine Seventeen Shape soap Opera Digest Southern Living" 323 Re Sporting News E..E Guide USAIT U.S. News & World Report whichE Matchers Moribasket Working Father 1424 Spring18 Media Planning Workbook Exhibit 4-2 MRI: Paper Towels Users (Female Homemakers)-Broadcast USCI FOWLE 10POWERS TOTAL $5337 WOLF : 10:00 m Cum frig Formats: Adult Contemp Dou/Progressive Rock Country 18472 Urban Contemporary Bing networks: ABC Excel RECESS Internet Catz Radio Group wall Street Journal Network T. Miday Av 143. He:7-9:09am pen:Comedy/Variety 1934 Mary Cable Viewing (1S. Mr] andy Central Prevue Cut The Travel Channel SpringAssignment 4 19 Column B: American Baby reaches 4.3 percent of all users of paper towels (3,298 + 77,468 = .0425 or 4.3%). Column C: 91.0 percent of American Baby readers are users of paper towels (3,298 + 3,623 = .9102 or 91.0%). Column D: American Baby readers are on a par with all female homemakers in the use of paper towels. The index number 100 is based on the percentage at the top of column C (91.0 + 90.8 x 100 = 100.2 or 100). Refer to Advertising Media Planning, 5th ed., by Sissors and Bumba, Chap- ter 0. Problems 1. Review the usage data in Exhibit 4-1. If cost-per-thousand considerations are not a factor, which three would you recommend if reach of all paper tow- els users is your most important objective? How many and what percentage of heavy users would you reach with each of these publications? 2. Assume that all other considerations are comparable for each publication listed in Exhibit 4-1. Further assume that cost-per-thousand total audience is very close for all publications. Which three would you recommend if the objective is to achieve the lowest cost-per-thousand heavy users of paper towels?20 Media Planning Workbook How many and what percentage of heavy users would each of the above pub- lications reach? 3. Reviewing the data in Exhibit 4-2, which three radio networks would you select to reach the greatest number of users of paper towels? 4. Assume that all other considerations are comparable for each radio net- work listed in Exhibit 4-2. Further assume that cost-per-thousand total au- dience is very close for all networks. Which three radio networks would you recommend if the objective is to achieve the lowest CPM for heavy users of paper towels? How many and what percentage of users would each of the above networks reach?Assignment 4 21 5. Again using Exhibit 4-2, which network TV program type would deliver the highest reach of heavy users of paper towels? How many and what percentage of heavy users would it deliver? 6. Which cable TV network would deliver the highest reach of all users of pa- per towels? How many and what percentage of users would it deliver
