TYPES OF SCHEDULING STRATEGIES
Burst Campaigns: often associated with the awareness objective, the burst campaign compacts media activities into a series of relatively short time frames, with relatively long periods of absence from media activity in between. This pattern may be used when a new product is being introduced.
Flighting: Wave method or the flighting method is another kind of scheduling. In flighting, advertisements are bunched with the intention of providing a concentrated impact.
is another method of creating an advertising schedule. The phrase advertising flight describes the time when commercials are aired. When flighting is used in relation to a scheduling technique, it refers to a method that has advertising going on and off the air. The advantage of the flighting technique is that it allows a campaign that does not have funds for running spots continuously to conserve money and maximize the impact of the commercials by airing them at key strategic times during the campaign.
Frequently when flighting is employed, radio or cable TV will be used to supplement the advertising campaign during the times when television commercials are off the air. This method of media planning allows the messages and themes of the campaign to reach the voter through radio or cable TV, less costly alternatives to broadcast TV.
Overview
Henko Stain Champion Powder (HSCP) was launched in July 1994 in
Battling consumer inertia to try out this new brand was its toughest challenge and carving out pride of association was the other issue.
Continuous Campaign: Another approach mostly associated with reminder campaigns, is to extend the time frame of the advertising message over a long period. The campaign provides continuity of the message, although at the cost of the impact. These continuous patterns are often used for mature products, where reminder advertising is appropriate.
Over a long term .this strategy is more appropriate for products and services where the demand is constant or there is a long purchase cycle.
There can be perfect continuous advertising, rising continuity or falling continuity.
- Rising continuity: this pattern is used when the advertising circles around a particular event. E.g. the advertisement for Paints generally increases during the festive seasons like divali.
- Falling continuity: this pattern may follow an initial burst to launch a new product or to inform a product modification.
Pulsing Campaign: A compromise between the burst and the continuous strategy is the development of the pulsing campaign. Here a comparatively low level of media activity is maintained over long period of time, with periodic increases in the expenditure patterns. It is often associated with seasonal or other influences on buyer activities.
Normally, scheduling is done for a 4-week period. The six types of schedules available are:
- Steady pulse: it is the easiest. For instance, one ad/week for 52 weeks or one ad/month for 12 months.
- Seasonal pulse: ads are scheduled to meet seasonal peaks by appearing in concentrated doses ahead of buying season. Products like Vicks Balm, Glycodin Terp-Vasaka Syrup, and Ponds cold cream follow this approach.
- Period pulse: Scheduling follows a regular pattern, e.g., media scheduling of consumer durables, non-durables, etc.
- Erratic pulse: The ads are spaced irregularly. Perhaps, we want to change the typical purchase cycles.
- Start-up pulse: It is concentrated media scheduling. It launches a new product or a new campaign.
- Promotional pulse: A one-shot affair it suits only particular promotional theme. Heavy concentration during a period is the characteristic of this scheduling. For instance, financial advertising of company’s issue.
Blitz schedule: The insertion of double-page advertisements in three consecutive issues of a magazine is an example of the blitz schedule. There are many more methods of bunching advertisements. However, the purpose of bunching is to provide concentrated impact with a single issue of the publication.
A 30-second commercial for Himgagan Tel ran consecutively 22 times virtually like an 11-minute filler on Reminiscent Television's Punjabi regional language channel Lashkara between 9:26 am and 9:37 am.
The "marathon filler ad" aired on "Nachda Punjab Gaunda Punjab" on Tuesday, 8 April.
The ADex team reported that at first they couldn't believe their eyes... so they checked the recording again and again but every time the same result came.
The impact the extended ad run had on Himgagan Tel sales was disastrous. A drop in purchases of the product among those who saw the ad was observed.
CASE: SBI MEDIA STRATEGY
The entire process can be better understood by the use of the media strategy formulated by SBI in order to ensure that the key target markets are reached with the core messages with respect to their various product categories.
Their broad categories were classified as:
- Personal Banking Products
- Development Banking Products
- Corporate Communication
- Gold Banking
- Debit Cards
- Internet Banking
With respect to the broad categories they had their product segments classified:
Ø Debit Cards
Home Loans…………… Seg A
Ø Rural Banking ……………Seg B
Ø Gold Banking………………Seg C
Ø Car Loan
Festive Loan
Personal Loan
Internet Banking…………….Seg D
For the purpose of understanding we would concentrate on the segment A which includes the debit cards.
DEBIT CARDS
The brief
Their media brief was to basically cover these 3 points –
· To develop a composite media plan using all available forms of media so as to ensure that the key target markets are reached with the core messages.
· To create better awareness of the use of Debit Cards.
· To build the SBI Debit Card “brand”.
· To encourage more users to use the Debit Card services provided.
Methodology
Their method was basically broken down into 4 main steps –
· Defining and quantifying target markets
· Identifying media vehicles that are best suited to reach these target markets
· Identifying proper time frames for each depending upon the seasonality.
Quantifying the impact of the media plans in terms of reach and effectiveness
The Audience profile in this segment was
Males/Females
- Above 25 years of age
- Living in urban and semi urban
- Gainfully employed or retired (ie in service, business, traders, etc)
- With a MHI in excess of 4000/- p.m.
- Educated to a minimum of 10th std
Using NRS V:
They decided to advertise on a national scale and based on this using NRS V, can estimate this population at 162 million individuals
Recommended Media
Based on the size of the sample population and keeping the target audience in mind, SBI decided to use the following forms of media to create awareness for their Debit Cards –
- Print – Mainline English and regional publications and top end magazines
- Television – Mainline news and regional channels
- Radio – AIR FM and private FM channels as primary focus
- POS at branches
o PRINT
Ø NEWSPAPERS
· English Newspapers
o Indian Express
o Financial Express
o Hindu
o Telegraph
o
o Business Standard
o Indian Express (South)
o Times of
o
· Language Newspapers
o Loksatta
o Jansatta
o Malayala Manorama
o Ananda Bazar Patrika
o Andhra Bhoomi
o Daily Siasat
o Hindi Milap
o Dinamani
o Kannada Prabha
o Andhra Prabha
o
o Dainik Bhaskar
o Dainik Jagran
MAGAZINES
- India Today (English)
- India Today (Hindi)
- Business
q TELEVISION
Ø News Channels –
- Star News,
- Aaj Tak
- Zee news would be used
- Sun News for the Tamil Audiences.
This was based on the fact that the South was a vast market as there was a high literacy rate in the South and Sun News was the most popular South news channel.
Other than this there would also be
- Run of Day spots covering the day band
- 30 sec TVC’s
It was decided that it would be a 3 month campaign and then they would review the campaign to check on the effectiveness of the campaign and if necessary, make the relevant changes.
Costs
They also decided to have the following number of television spots per channel as well as the cost was calculated.
Channel Cost per spot No of Spots Amount
Star News Rs 18,000/- 180 Rs 32.40 lacs
Aaj Tak Rs 13,500/- 240 Rs 32.40 lacs
Sun TV Rs 48,600 60 Rs 29.16 lacs
TOTALS 570 Rs 93.96 lacs
q RADIO
On radio it was decided that FM would be the primary channel to use. This was based on the fact that their research showed that FM was the most common and listened to channel all across the country.
They also decided to focus on certain specific cities to use radio as a medium.
These cities were –
- Mumbai,
-
- Kolkata,
- Chennai,
-
-
- Ahmedabad,
-
- Pune
Like the television campaign it was decided that radio would also be a 3 month
COSTS
Station Cities Cost per No of Amount
covered spot spots
Mirchi Mum, Ahd, 4200 180 7.56 lac
City Mum. Luck, 2300 180 4.14 lac
B’lore
Win Mum, Ahd, 4200 180 7.56 lac
AIR FM Delhi, Kol, 2000 180 3.60 lac
Chennia
TOTAL 720 22.86 lac
Rationale
Rationale’ or the Logic behind the campaign was that
- A 3 month TV and Radio Campaign would serve as a short burst to build the brand.
- Along with this BLT would also serve as a reminder
- The Print Media would also initiate action amongst the target group.
AT A GLANCE
The total expenditure or their budget can be calculated in the following way
- Total TV Spots - 570
- Total Print Advts - 33
- Total Radio spots - 720
- Total Value : Rs 2.47 crores
Reach of the Campaign
Within the Target Group of 162 million people it was calculated that the reach of the campaign within the Target group was 156 million.
This works out to a reach of 96.29% which is an excellent statistic and goes a long way to show the effectiveness and success of the campaign.
- Reach at gross OTS of 3 plus
21.3 million
Source : NRS 02, and InTam, excl BLT, Outdoor and POS
This is just is one of the products of SBI that is considered for the above case. SBI has made similar plans for its other products that include
- Personal Banking Products
- Development Banking Products
- Corporate Communication
- Gold Banking
- Debit Cards
- Internet Banking
MEDIA BUYING
Planning and buying are two parts of a single operation: spending effectively the advertiser’s money. The two cannot in practiced be separate. The former is the strategy formulation while the later talks about the implementation of the plan. The two jobs are often done by different people, though planner-buyer is also found.
MEDIA BUYER:
The media person negotiates for advertising time or space, trying to get the most favorable buys in terms of programming or environment and price. He or she is responsible for checking that the advertising runs as planned and bought. A skilled media buyer can save enormous sums by playing one media owner over the other.
MEDIA BUYING:
Media buying refers to buying time and space in the various selected media.
STEPS IN MEDIA BUYING:
Ø Selection of publication or programmes on Doordarshan, radio or satellite TV.
Ø Getting approval from the client regarding the selection of publication / programmes.
Ø Inviting press-media representatives or other media representatives from the selected list of media.
Ø Finalising package deals far as group publications are concerned. i.e. to obtain concessions in the media charges , if the ad is to run simultaneously in two or three publications of the same group such as Indian Express Group of Publications.
Ø Negotiating charges for bleed ads. Normally, publications charge 10% more. Negotiations are in respect of waiving the extra charges.
Ø Negotiations may also take place to obtain premium positioning of the ads such as back cover, spread, etc.
Ø Non-accredited publications (those which are not recognized by INS) do provide more than 15% commission. Negotiations take place to get more commission from such publications. The benefits of extra commission is passed on by the agency to client (advertiser)
Ø Media planning department also hold meetings with the producers of serials on DD, Satellite TV, etc. This enables the agency to get serial /programme sponsored by its client.
Ø The media planning department may obtain a final approval from the client.
Ø Based on the final approved plan from the media planner, the media operators department books time and space in the media.
Ø The media operations department makes all necessary arrangement to supply advertising material such as U-matic tapes, audio cassettes, art work and copy, etc.to various madis well before the deadline.
Ø The billing and checking department checks on monitors the publications/ broadcasting / telecasting of the ad.
MEDIA BUYING OUTFITS
Media buying agencies also referred to as the Agencies of Record (AORs) have emerged in the recent past. They can be defined as the middlemen or space buyers. Their function, as seen by industry observers is to provide service to, and not replace, the media departments within the advertising agencies.
Such media buying agencies, according to Cohen, “offer a specialized service in time buying, particularly in the area of spot broadcasting, with its innumerable combinations of offerings,and its requirement of extensive data on demographics”.
Such outfits buy space and time in bulk most of the time putting together many clients, which enable them to avail of discounts and negotiate rates wherever possible. The AORs for their services charge an additional 2.5 percent to the advertising agencies, who retain the remaining 12.5 percent. When the AORs are asked to provide media strategy, they charge an additional 2.5 percent dorm the ad agencies, on whose behalf they work. As it is a new phenomenon in the Indian context, the system lacks transparency and to many it is still shrouded in mystery.
Over the past few years, there has been an increasing use of computers in media planning. Some of the marketing and media research outfits like IMRB have developed software which are sold to the agencies to retrieve media source information with out going through the rigmarole of consulting voluminous media reference books. The data are updated on computers regularly. With a number of databases available, none of them comparable to each other, decision-making, according to Narayanmoorthy becomes subjective for clients, agencies and the media. “It is anybody’s guess on what is actually the correct interpretation of the available data”, laments he.
Whatever the media planners’ blues, it sis believed that media planning will gain more importance once the Indian viewers have the benefit of the Direct to Home (DTH) broadcast receiving facility against the present system of receiving channels through the cable operators. From the present estimated 750 hours of cumulative programme choice available to an average
SUGGESTIONS TO BETTER MEDIA PLANS
Here are nine suggestions:
1. First, establish marketing objectives.
How should the media plan fit with other parts of the business, including the creative direction? Have you given the planner all the latest marketing data?
2. Agree-in advance-on media objectives and strategies.
Make sure you understand the implications of the need for impact or continuity, minimum reach or frequency goals, the values assigned to magazines or outdoor. Are the objectives reasonable, or is the budget spread too thin?
Air your prejudices early. What have you learned from past experiences? What special needs should be accommodated in the plan?
3. Encourage meetings between media and copy groups.
There should be an active understanding of how both work together. The media planner should be at all meetings where media is discussed.
4. Make the timetable reasonable.
Schedule work far enough in advance to allow the planner to be thorough and innovative. If there’s not enough time, you’ll get a plan-but maybe not the best one.
5. Look beyond the obvious.
Why not direct mail instead of newspapers, or radio instead of TV? Can you deliver your message in half-pages instead of full pages, or even 10-second commercials instead of 30? But don’t look for difference for the sake of difference. Look for what is right?
6. Look beyond the cost per thousand.
Efficiency is a starting point, but CPM is the weakest evaluation tool. It measures cost, not effectiveness.
7. Recognize that all media plans are a compromise.
Media plans are a balance between options-reach, frequency, weeks of advertising, geography…. and budget. Don’t expect simple answers.
Media is simpler in other countries. Geographical differences alone are much greater in
8. Don’t lose perspective.
There’s a temptation to forget the total media environment, particularly noise level. A plan that is the biggest in a category may not dominate a medium.
Don’t over read small differences in large numbers when selecting between alternatives. Stand back and react to the total plan.
9. Take a media planner to lunch.
It pays to see the media group when there is no problem and no urgent need for a plan. That’s the time for updating-and thinking.
SOURCES OF MEDIA INFORMATION
One of the very important requisites of a media planner is familiarity with media choices and various sources of media information. Media information is available from sources within the media itself as well as external sources. Some of the media source books in the Indian context and other database publications often used by media planners include the following.
POPULATION CENSUS
Census is conducted every ten years. It is the broadest based database offering a profile of the people living in a particular region. The census data provide information about the population size, population strata, age, sex ratio, literacy level, family size and forms, Area, Administrative Divisions, Annual Exponential Growth Rate, Variation in Population, Institutional & Houseless Population, Population Density, Rural Urban Distribution, Broad Age Groups, Number of Literates & Literacy Rates, Work Participation Rates, Religions, Languages Spoken, Number of Households & Household Types, Scheduled Castes & Scheduled Tribes Population etc.
It is established practice to conduct a population census once every ten years to obtain information on the size, composition and characteristics of population. The population census is a very important source of statistics for small geographical areas and population sub-groups. It also provides the base population for compiling population estimates and projections.
Population censuses were conducted in 1961, 1971, 1981 and 1991and 2001.
In order that more up-to-date information on the population could be made available, a population by-census is also conducted in between two censuses. Thus, in 1966, 1976, 1986 and 1996, there were population by-censuses conducted.
The information collected is vital to Government planning and policy formulation, particularly in such fields as education, housing, transport, medical and social services. The data are also important to the private sector for formulating business strategies and to researchers for conducting social and economic studies.
TAM -Television Audience Measurement
Television, in nearly every country around the world, has become the dominant medium for information, commercial communication and entertainment. This has lead to the ever-increasing desire by broadcasters, advertisers and advertising agencies, to have accurate, consistent and detailed information about TV audiences.
TAM (Television Audience Measurement) is the specialized branch of media research, dedicated to the quantifying (size) and qualifying (characteristics) of this detailed TV audience information.
With the billions of dollars spent annually on TV programmes and commercials, reliable TV audience information is required to evaluate and maximize the effectiveness of this investment. Measuring TV audiences requires state-of-the-art technology to ensure precise and accurate data is collected from the TAM panel homes, easily and effectively
Television Audience Measurement Media Research, a 50:50 joint venture between Nielsen Media Research(NMR) / AC Nielsen and Kantar Media Research(KMR) / IMRB, is the only TV measurement system in
Ratings is the percentage of a given population group consuming a medium at a particular moment. Generally when used for broadcast medium, one rating point equals one percent of the given population group. These ratings are qualitative in nature, similar to a voting system, where the higher the number of viewers the 'better' the programme or commercial.
These ratings, if reliable and valid, become the 'common currency' for the market's commercial airtime. Media planners and buyers evaluate the alternative programmes offered to best achieve their advertising goals, broadcasters evaluate the programme or stations popularity and how much to charge an advertisers for commercials during a programme or on a given channel. In those cases where the channels are funded wholly or partly by public license they provide accountability.
INDIAN NATIONAL TELEVISION AUDIENCE MEASUREMENT (INTAM)
INTAM, the people-meter-based television audience measurement service of ORG-MARG provides minute-by-minute television viewership data. INTAM uses state-of-the-art Picture Matching Technology, globally recognised as the most advanced audience measurement method which is currently used in nine countries. INTAM currently reports viewing data for 49 cities and the coverage is gradually increasing. INTAM has a dedicated team of over 90 executives to meets its client's demands.
In all, 47 channels (national, regional and international) are reported along with programme and commercial logs. The demographic variables available for analysis are gender, age group, monthly household income, socio-economic classification (SEC) and cable and satellite (C and S) access.
INTAM uses both Frequency Monitoring and Picture Matching methods. Picture matching meters are used in C and S homes because cable operators frequently change the transmission frequency. On an average, the changes occur three or four times a day.
A TV set is monitored by sampling the relative brightness of a number of pre-determined pairs of areas of the picture. These samples, together with the time at which they were taken, are stored in the meter. Simultaneously, at the central site, samples are taken round the clock for every TV channel and stored. The samples collected from the homes are compared with samples taken from each channel. The channel with which the sample from the home matches is identified as the channel that was watched.
The greatest advantage of this technology is that it is independent of the frequency and method of transmission and can handle digital transmission.
INTAM offers its subscribers TV Pointer, a Windows-based analysis software developed in-house, the functionality and features of which are divided into four modules.
Ratings Analyser
This allows the users to evaluate programmes and day-parts in multiples of quarter hours, which facilitates
- Understanding of the audience's preferred channels, programmes and time slots.
- Planning of broadcast schedules and purchasing and selling programmes, serials and films.
Audience Evaluator
Complex analyses of viewing behaviour can be done by the minute by
- Reach-Frequency distribution matrix
- Diagnostic analysis of programme performance
Competitor
This allows users to
- Analyse advertising activity, both in terms of the commercial breaks and the spot at various levels, e.g., product category, advertiser, brand, etc.
- Analyse strengths and weaknesses of commercial channels in terms of channel exploitation by advertisers.
Optimiser
Generates an optimal schedule based on characteristics of an existing programme schedule. The campaign objectives could be:
- Maximise reach
- Minimise cost per thousand (CPT)
Filters can be set up for specific channels, days, day parts and/or programmes.
In a nutshell, its intuitive design and special features make TV Pointer the best tool for analysing viewing behaviour in the complex world of Indian television viewing
Besides increasing its viewership base, Intam now expects to offer data and information for a larger number of population strata levels than before, as more small towns have come within its fold.
The towns included by Intam in the current round of expansion are those with 10-30 lakh populations in Gujarat, 5-10 lakh towns in Punjab and Karnataka and 1-5 lakh towns in UP, Tamil Nadu and AP.
In Intam’s portfolio, small towns (1-5 lakh) account for 78 per cent of the households, while the larger towns (5 lakh and above) make up the balance 22 per cent of the households
PEOPLE METER
The PeopleMeter is the measurement device at the heart of the audience measurement system. There are two primary functions that the meter system has to fulfil:
- Identify what is being watched.
- Identify who is viewing - which panel members and guests in the home are viewing.
The meter also performs other necessary functions such as:
- Timekeeping - the channel tuning and people registration events need to be logged accurately.
- Data storage - a secure system is needed to hold data within the meter prior to transferring the viewing data to the central computer for processing.
- Data communication - within homes where there is more than one meter, data need to be transferred safely to the main meter.
- Data transfer - from the main meter to the central computer.
Each element of the PeopleMeter is crucial to the accuracy of the overall system.
Perhaps the biggest benefit of the People Meter for advertisers is that media buyers will be able to precisely compare the audience reached by a TV schedule with the audience they intend to reach. This is a service, which measures the ratings depending on the way it is compiled and the audience who are asked to measure the ratings.
People meters were initiated in 1995 after a decade of debate, testing and critical appraisal. Initially available through the IMRB and MARG in Mumbai, MARG has now extended it to
Previously or in markets where there are only a limited number of broadcasters, with basic programming and limited activity, it is sufficient to gather viewership data by means of interviews or viewing diaries.
Increasing numbers of channels, multiple broadcasting platforms, increased number of TV sets and remote controls per family have lead to a more complex TV environment. Furthermore, the viewer is now faced with the possibility of utilizing the TV screen as a medium for VCR's, including the option of time shifted viewing or video games,
Within this dynamic environment, people meters have proved themselves capable of measuring audiences with a degree of accuracy and detail, which surpasses previous alternative measurement systems.
People meter are required to measure minute-by-minute TV viewing by the respondents. The process is cumbersome. The interest of the respondent in operating the hardware, the accuracy levels, and achieving representative sample along with the following issues that need addressing:
- The satellite channels by and large are operated by cable operators, who keep changing the channels at will and with a single dish, they keep rotating.
- There is room for extra domestic reception among Indians. People watch TV not only at home, but in other people’s homes, bars, hotels and elsewhere. People meters have to account for such viewing also.
- The definition of viewing also varies. Mechanical viewing to empathetic viewing need to be understood. The other parameter is “in room” vs. “in room and able to watch” to “in room and watching”. Everyone develops ones own way of watching television.
- Accuracy of performance is another critical matter. Surveys in some countries have shown that a few people who had to leave the room to pick up a phone call or answer the door bell pressed their buttons before leaving the room. There is also a likelihood of a delay of one or two minutes between the sets being tuned in and the first individual button being pressed.
- People meters are expensive, hence they limit sample size. When the sample size is small, it obviously cannot be representative of a highly complex and heterogeneous population especially of a metro, and when the small panel is changed the general levels of viewing recorded for a station might change substantially.
People meters are still of better use for programmers, as they need programme ratings within which the exact switching times are of interest, for advertisers need stringent data, which include station reach, station total viewing and share, minute by minute ratings, programme ratings, commercial ratings, continuous analysis over weeks giving reach, frequency and GRP’s for advertising schedules and special analysis for programmes.
People meter:
– Based on actual viewing
– Min Q to be a viewer : 15 secs
– Push button technology
– High degree of Accuracy
– Minute by minute viewing
– Immediate Results
– Guest Viewing Facility
– Ability to monitor new stations quickly
– Accurate Reach & frequency data
Diary method:
– Based on recalled viewing
– Min Q to be a viewer : 5 mins every quarter hour
– Manual self completion
– 1/4 hour viewing
– 2/3 week delay in reporting
– Panel viewing only
– Delay in reporting new stations
NATIONAL READERSHIP SURVEY [NRS]
NRS is a survey on all media, especially the print media conducted by the National Readership Survey Council. This body consists of members from the INS [Indian Newspaper Society], AAAI [Advertising Association of India] and ABC [Audit Bureau of Circulation].
The objectives of the NRS is
- To provide information that can be used for buying and selling of advertising space in the print media.
- To provide media users with data on comparative levels vis-à-vis TV/radio, cinema and video.
NEED FOR IRS
- Audit Bureau of Circulation conducts a six monthly audit of publication sales. But each copy of a publication may be read by more than one person, depending on the frequency and popularity of the publication. This is what is captured in readership surveys like NRS.
- The survey is done on all-India basis, urban as well as rural, amongst individuals who are 12 years and older. All town classes are covered in the urban area. However, only towns with a population higher than two lakh are reported on an individual basis, smaller towns are reported on the basis of socio-cultural regions defined by language homogeneity, financial and economic administration, regionalization of culture and lifestyle, caste and class homogeneity.
What Information does NRS provide?
- NRS gives information on the macro-parameters like reach of each medium among various audiences defined demographically.
- It also gives information on the duplication between media, as well as between vehicles within the same medium
- For publications, it gives the number of readers, type of readers in demographic terms, spread of these readers, and lifestyle parameters such as product ownership and consumption patterns
Since advertisers who relied on plain circulation data for allocation of their media budgets did not have access to data on the quality of readership each publication has, they did not know whether the money was being used effectively or wasted. The Studies like NRS gives details not only about the number of readers, but also quality of readers, and the duplication of readers with other competitive publications. Over the years, the survey has provided a comprehensive picture of the country's media landscape. It also highlights the vast uncharted territories and the potential of the media, which remains untapped owing to socio-economic factors such as poverty, inequality and poor access to education
NRS IN
- The NRS in
- The field work is conducted by three research agencies IMRB International, AC Neilson-ORG MARG & TNS Mode. Each of these have international affiliates and experience and all-India network.
- The findings of the National Readership Survey (NRS) 2002 show that
- According to the NRS estimates,
How does NRS help a media planner?
The NRS establishes a product-consumer profile linkage; consumption and ownership pattern among various target segments and their preferences, number of hours devoted in media. NRS provides segment wise readership surveys and overall size of each segment.
INDIAN READERSHIP SURVEY [IRS]
IRS is a study conducted to assess reach and penetration of all media. The IRS gives information on readership/ viewership/ listnership and net access for Press, Television, Cinema, Radio and the Internet. In addition the IRS captures product user ship information at both the household and the individual level.
- The findings of this research are very critical for scientific and accurate media planners, especially for brands where huge budgets are earmarked for marketing/ advertising spends. Using the IRS, you can generate a complete multi-media evaluation of Press, TV, Radio, Cinema and Internet in
- IRS is the largest media survey ever conducted providing a single-source database for demographics, media habits and product / brand usage across 741 towns and more than 2200 villages. The IRS team of ORG-MARG covered the entire country, working exclusively on the IRS every day of the year. The team interviewed more than 200,000 households and 300,000 individuals
- This all-India survey was conducted jointly with the Media Research Users' Council (MRUC). It provides product / brand penetration information for over 50 different products allowing one to link media habits and product usage data for adults and children from the age of 12.
PRODUCT OF IRS
· IRS Media
IRS Media data is collected to capture individual media habits. Readership of over 300 publications both English and languages, viewership of TV, channels and select programmes, additionally information on C& S penetration ,channels received and tuned, listener-ship of radio, visit to cinema and Internet access.
· Indian Demographics/ Consumer
This report gives demographic information of urban and rural
· Indian Market
Gives penetration at generic level of 79 products, FMCG's, durables covered in the survey.
· Rural Markets
A special market report for rural India on assets like Land holding by type of land, Irrigation source, Electricity, Generator, Tractor, In house toilet, In house bathing facility, Steel cupboard and Time clock
Gives details of brand, frequency of purchase, number owned, type, pack-size purchased, years since acquired, etc, depending on whether it is an FMCG or durable product.
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