MEDIA SCENE
Notable Points
While determining reach curves , it is important to note that this is a guide to planning . Normally we do not plan on more than 4-5 channels at any one point otherwise this ends up being very expensive to the brand .
We Must apply a human element while planning . Sometimes , we have more spots on one station than another or duration of campaigns defer . However , once you have established the GRP level , then the planner knows at the back of their mind how to allocate their spots and not exceed the established range .
Factors like audience data sets and station mixes affect the ratings delivery per stations hence reach and reach curves - this is why we have to apply the human element .
Cost Per GRP ( CGRP ) / Cost Per Rating Point ( CPRP )
This is an extremely important term to understand in determining efficiency since it deals with cost . According to :
https :// www . thebalancesmb . com /, this is defined as the cost it will take to reach a certain desired goal and / or objective . It could for instance be the cost of reaching 1 % of the targeted audience on TV ( advertisements ) or any other media vehicle .
It ’ s a Formula : Medium or Vehicle Total Cost ÷ GRPs or Rating = CPRP . For example , assuming it costs KES 300,000 / to buy those 3 spots (= 160 GRP ’ s ), CPRP = 300,000 / 160 = 1875 .
Since the media owners in Kenya sell media spaces either by packages ( most common ) or spots and not on the CPP model , my recommendation for effective GRPs is to first determine sufficiency levels using the optimizer and reach curves , negotiate on best rates , work on a media plan , and then determine the base CPP . This will give a guide on the budget levels to use against your target on any given campaign .
Other ways to optimize TV Campaigns
We have established that TV campaigns are still quite relevant in the Kenyan market today . Partnering with an agency who have subscribed to planning tools like e-telma or Z-plan will go a long way in establishing GRPs & Reach Curves making campaigns effective .
However , in addition to the above terminologies , the local TV programming offers so much creativity that can be used by brands to increase visibility of ads / campaigns . In our current world of multi-screen options , during ad breaks , we see viewers either switching to another channel or switch to another screen , this could be mobile , laptop or tablet with high likelihood of missing out on brand campaigns . Below are a few options that you can strategically latch on to still reach the consumer :
High frequency properties : These are station properties like Up-next or Coming up that can be sponsored depending on their availability . The package deals which are the most common way of buying media in Kenya - comes with spots & boards . The boards air up-to 7 times a day and consist of the 1st 10 sec of the property and last 10 sec of the ad . For example ’ Up next … Scandal …’ ( as the intro board then the last 10 sec of the commercial completes it ). This gives an illusion that the spot ad is airing so many times across the day hence recall and rapid reach . This option is applicable for most launch , awareness and thematic campaigns .
Program Sponsorships : These are targeted to specific programs . If the commercial targets women , then the planners can sponsor a popular soap opera that is very popular among the audience . For example ‘ Hidden
Passions , brought to you by …, as an intro then the last 10 sec of the ad play just before the program starts . The commercial will also play in the ad break within the show and after the show , the outro board will be ‘ Hidden Passions , was brought to you by …. This is applicable for awareness , and tactical campaigns .
Squeeze backs and channel Branding : These are very popular and extremely effective ways of ensuring visibility of campaigns . Squeeze backs refer to the shrinking or minimizing the television screen viewing area , then displaying content , information , or images in the television screen border . Channel Branding is when the images of the commercial are creatively placed on screen . Both these techniques happen when the viewer is watching their favorite shows ensuring eye balls on the commercial .
Program Placements : This refers to the inclusion of a branded product in media , usually without reference to the product . These could be in movies and television shows .
There are so many other ways that TV campaigns can be amplified for effectiveness . In as much as digital options are numerous , we cannot ignore the role that traditional media still plays for education , entertainment and information today . We only need to find a sweet spot to enable us maximize and achieve our objectives on both traditional and digital platforms .
Up and above all these strategic tips , it should not be lost on us that content is still king ! ■
MAL 47 / 22 ISSUE 79