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Watch Your Weight.

Watch Your Weight. Magazines buck the trend. Media supply and consumer demand 2000 - 2005. % Change. Source : Advertising Association. Ad expenditure on consumer magazines (£m). Source: Advertising Association. Recent PPA research reports. Source : Advertising Association.

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Watch Your Weight.

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  1. Watch Your Weight.

  2. Magazines buck the trend. Media supply and consumer demand 2000 - 2005 % Change Source : Advertising Association

  3. Ad expenditure on consumer magazines (£m) Source: Advertising Association

  4. Recent PPA research reports

  5. Source : Advertising Association

  6. Source : Advertising Association

  7. billetts experience in measuring magazine effectiveness Watch Your Weight “We have often been unable to discern a specific uplift (and therefore payback) from Magazine spending” David BridgesCEO, billetts marketing sciences

  8. billetts experience in measuring magazine effectiveness Watch Your Weight “This is typically because spend is small in comparison to other media” David BridgesCEO, billetts marketing sciences

  9. Watch Your Weight Top 20 magazine brands 20 adult GRPs per ad. week 30 Target GRPs per ad. week Source: NMR Multimedia Jan-Dec 2004, NRS (excludes newspaper supplements)

  10. Watch Your Weight Top 20 TV brands 156 adult TVRs (30”) per ad. week Source: NMR Multimedia Jan-Dec 2004, DDS

  11. Watch Your Weight. Top 20 magazine brands 600 adult GRPs per year in 2004 900 Target GRPs (colour pge) per year in 2004 Source: NMR Multimedia Jan-Dec 2004, NRS (excludes newspaper supplements)

  12. Watch Your Weight Top 20 TV brands 7000 Adult TVRs per year in 2004 Source: NMR Multimedia Jan-Dec 2004, DDS

  13. Watch Your Weight 100 magazine campaigns reviewed. Average number of ratings delivered per week = 8 GRPs

  14. Watch Your Weight “STAS and Recency thinking demonstrates that short-term scheduling issues (intensity and reach levels) are critical determinants of advertising effectiveness. Media scheduling practice may be more the cause of any magazine effectiveness weaknesses than any reason of consumer response” John Billett, billetts

  15. How could we plan?

  16. How could we plan? • In Television, newspaper and radio planning we can identify and locate with • acceptable precision, when and where exposure takes place. • Timing of exposure, weekly or monthly coverage/reach dominates media • thinking (“Recency planning” –ads. work best close to purchase), but is rarely • applied to magazines. • In magazines we have been unable to locate the timing of exposures, • especially when they can occur months after publication date. “Boxes are arranged to fill the space on the flowchart rather than scheduled to deliver messages” Erwin Ephron, ANA print forum 2003

  17. How could we plan? Source : NRS Accumulation Study 2004

  18. How could we plan? • Category Reach Weeks • TV Weeklies 100% 1 • General Weeklies 92% 2 • Women’s Weeklies 85% 2 • Monthlies 50% 4 • 70% 6-7 • 90% 12-13 Source : NRS Accumulation Study 2004

  19. How could we plan? • Accumulation data allows us to plan magazine weight on the basis of: - • How readers read - not as how publishers publish. • Weekly and monthly ratings • Weekly and monthly reach

  20. How could we plan? TV delivers significant weekly weight to influence consumers during their purchase cycle. 400 Ratings 74% cover 5.4 OTS Source : BARB

  21. Plan A as publishers publish How could we plan?

  22. Plan A as readers read – several “black holes” How could we plan? GRP’s Weeks Source: NRS

  23. Plan B as publishers publish How could we plan?

  24. Plan B - as readers read How could we plan? GRP’s Weeks Source: NRS

  25. Plan B - as readers read - has a “black hole” when ad. tracking took place. How could we plan? Ad. Tracking GRP’s Weeks Source: NRS

  26. An example of what we mean.ABC1 25-44 Women 30 ratings per week

  27. Sample Schedule Construction.

  28. ABC1 25-44 Women – 4 week 30 rating campaign. 26 insertions 54% cover @ 3.0 ots 164 ratings 93% of cover delivered within 6 weeks. 87% of ratings delivered within 6 weeks. Weekly delivery 23% @ 1.3 ots Monthly delivery 48% @ 2.6 ots

  29. Sample Schedule Construction.

  30. ABC1 25-44 Women – 12 week 30 rating campaign. 74 insertions 79% cover @ 5.9 ots 466 ratings 99% of cover delivered within 14 weeks. 89% of ratings delivered within 14 weeks. Weekly delivery 23% @ 1.3 ots 12 wk delivery 77% @ 5.0 ots

  31. How could we plan? The more emotive aspects of the magazine medium are still relevant. Actively chosen Shared attitudes, values and interests Actively consumed Reader relationship

  32. How could we plan? The true power lies in the fact that both are true! The scale and delivery of broadcast with the flexibility and targeting of narrowcast.

  33. Our Conclusions. • Reconsider and increase advertising weights in magazines • . • Plan ratings exposure as the reader reads • Plan for and deliver significant impacts each week • This will…. • Make measuring magazine effectiveness easier • Improve Return on Investment • Create immediate and not just deferred sales effects

  34. Thank you for your time.

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