The object of this presentation is to demonstrate to Connex the benefits of placing all media planning & buying for 2000 with Universal McCann Contents Universal McCann Who we are Worldwide Proprietary Systems & Tools Media in Mind Universal McCann Romania Connex Media Team Financial Reporting Research Resources Romanian Media Developments 2000 Competitive Set Media Process Media Brief Pulse Media Strategy 2000 Determining TV Reach & Frequency Levels Other Media Detailed Media Plan Remuneration Structure Appendix Prices & Buying Conditions 2000
Universal McCann From October this year McCann-Erickson has begun re-branding its worldwide media operation From January 3rd 2000 this will happen in Romania with the current media department at McCann-Erickson being run as Universal McCann - a division of McCann-Erickson Romania
Universal McCann Why is this happening ? Media Specialist platform for McCann-Erickson - a wholly owned subsidiary To keep pace with the rapidly developing media environment To provide the best in media / consumer contact planning, buying & post-evaluation capabilities Universal McCann Why is this happening ? A response to rapidly evolving client media requirements & the increasing centralisation of total client media planning/buying into a single agency Dedicated investment in tools, systems and people To elevate the role of media within the full marketing communications mix
We are not unbundling our media operation as many others have - we believe media should be part of an integrated set of communications services offered by McCann-Erickson Universal McCann Worldwide Universal McCann has been operating in other markets over the past 10 years Currently Universal McCann is the largest media operation in the world billing over $13bn+ in more than 127 countries Largest media operation in Eastern Europe with billings of $288m
Source: Local Journals/ Local Media Research/ MediaInternational/Agencies/Intelligence $85 $90 $100 $130 $160 $185 $230 B a t e s / S + S / Z e n i t h B u r n e t t C a r a t L i n t a s / I n i t i a t i v e B B D O / O p t i m u m D M B B J W T / O + M / T h e
N e t w o r k / M i n d s h a r e U n i v e r s a l
M c C a n n Eastern Europe Media Billing $6,100 $7,300 $8,478 $8,600 $9,600 $10,079 $10,277 $10,564 Z e n i t h
M e d i a S t a r c o m M e d i a C o m W e s t e r n
I n i t i a t i v e C a r a t M i n d S h a r e M e d i a
E d g e O M D U n i v e r s a l
M c C a n n Media Billings Ad. Age April 19, 1999 $13,206bn $288m Worldwide Media Billing William Grant & Sons American Home Products R.J. Reynolds London International (U.K.) 11 Universal McCann final named 1999 'Media Agency of the Year' by 'Media & Marketing Europe' magazine We have invested over $6m in proprietary media tools and resources to supplement industry data Our commitment to excellence in Media is supported by proprietary strategic tools and is measured by our effectiveness in the marketplace strategic media tools Total Impact Planner 14 Universal McCann final Media in Mind Universal McCann Romania To launch from January 3rd 2000
Currently part of McCann-Erickson Romania No 1 Agency in 1997/8 (source: Adage) No 1 Media Buying Agency (source:various) Founded in November 1991 as CLIP Advertising One of the first advertising agencies in Romania Started with 3 people and $200 Universal McCann Romania Currently part of McCann-Erickson Romania (cont) Media Specialist with links to all Media Expat Media Director Universal McCann philosophy : expat experience combined with local market knowledge One of the largest media departments in Bucharest - 22 people Specialist planner/buyers in all media - TV, radio, press, outdoor Validated #1, 1998 Universal McCann Romania Media Billings accounted for 88% of total MCE billings in 1998 Connex, Coca-Cola & Coty Media AOR assignments account for 64% of total media billings We are experienced in co-ordinating AOR & Media only clients with a number of creative sources Experienced with the increasing complexity & demands of Romanian market Recently won Interbrew, Gillette & LOreal Media AOR assignments
15,599,661 10,501,588 9,315,914 9,198,587 7,039,640 5,433,175 5,118,227 4,584,213 4,263,611 3,234,255 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000 ($) P R O C T E R
&
G A M B L E U N I L E V E R M O B I L
R O M M O B I F O N - C O N N E X B E N C K I S E R H E N K E L C O C A - C O L A C O L G A T E - P A L M O L I V E C O T Y W R I G L E Y 4 Of The Top Ten Advertisers Are McCann-Erickson Media Clients 34.5 % of the total expenditure is through McCann Erickson Source : A.C. Nielsen 1998 R.J. Reynolds Universal McCann Romania We already have a dedicated team of media specialists working on the Connex account - each specialising in one particular medium The advantages :- Thorough knowledge of each medium Contacts / relationships with media suppliers Latest developments within media ie. New launches, TV schedule changes Negotiations
Steve Dallas Media Director Marian Georgescu Traffic Controller Liviu Bostan Outdoor Buying Controller Cornelia Mora Radio Buyer Bogdan Zaman Press Buying Director Alina Ciama TV Buying Director Ina Gultureanu Media Manager Catalin Albu Media Group Manager Marcel Straut Research Director Research Traffic Media Buying Planning +2 people National Press +2 people +2 people Local Press +1 person Over 60 years media experience within the Connex team! Connex Media Team Universal McCann Romania From January 2000, we will be housed in our own offices, separate from McCann-Erickson 1st quarter 2000 our own proprietary media booking system
developed by McCann-Erickson & currently in use in many other markets across Eastern Europe allows for detailed financial reporting by month by media owner TV Statistics by Month Expenditure Statistics by Supplier Media Research As well as Universal McCanns proprietary media tools, we also use all available industry research data System Company Function Info TV / Plan TV CSOP TV Audience data & optimisation & analysis software Telespot/Telemonitor AGB TV Audience data & analysis software X-pert SPC Consultants TV Optimisation Channel Profiles / Demographic Profiles CSOP Fortnightly radio listenership (mainly Bucharest) Periodical Report CSOP Press readership survey Maso / Mepo IMAS Press readership survey & optimisation/planning tool Periodical Report CSOP Press readership survey - BRAT Audited Press Circulations Our Mission
To be in reality and perception the best worldwide media operation by drawing on our global scale and resource to shape the next generation of media practice Universal McCann Universal McCann Romania From January 2000 we want to be...
A Key founder client One of our first Media Partners in this venture The first new beneficiary of this investment Restricted Press etc No advertising Control and Censorship TV stations not marketed to advertisers State monopoly TVR Varied Programme choice Decrease of Audiences to State TV Growth of Cable TV Media Planning grows in importance Commercial Rivals begin broadcasting Increasing Fragmentation Increasing Accountability Increasing Clutter Relatively high level of complexity Improving Media Research Romanian Media . a Perspective Developments in 2000 Even Greater Fragmentation - more TV stations, more press titles
Developments in 2000 Media Research In mid 2000, Television Audience Measurement Data (TAM) will move from the present peoplemeter/diary data to full national peoplemeter data Implications TV Ratings will fall Present TV shares may change greatly Allows for Optimisers Greater audience analysis TV Sales will change With two former UK TV Buyers, with over 15 years experience in TV Buying, we will keep pace with these developments Developments in 2000 Move to fixed CPP Universal McCann are already having preliminary discussions with TV stations to secure fixed CPP deals for next year
Telecommunications in 2000 21.75% 7.39% 69.92% 0.94% Magazines Newspapers Television Radio Total Expenditures= 7,185,170 $ Total Expenditures= 8,475,283 $ 25.43 % 7.37% 62.85 % 4.35% Magazines Newspapers Television Radio Connex Dialog Source: A.C.Nielsen Rate card prices (Do not include VAT and Local Taxes) Telecommunication Services Advertising Expenditures Split by Medium Jan-Oct 1999 Telecommunication Advertising 2000 Dialog Competitive monitoring suggests that Dialog tend to follow an almost identical advertising strategy to Connex, we can see no reason why this will change next year CosmoRom launch launching 15th December, although currently very little seems to be known about their plans aiming for an 8% market share to achieve this, they will need to build high brand awareness with a heavy advertising campaign Telecommunication Advertising 2000 CosmoRom launch - Options for Connex Upweight planned campaigns - with Dialog appearing to mirror Connexs advertising, if Connex upweight & Dialog follow, there will be very little quality primetime airtime available Ambush strategy - in the brief there is enough budget to keep a tactical reserve. This could be used at short notice to buy up all primetime availability - an expensive option, but if we use 10 copy & negotiate linear deals for next year, it will stop CosmoRom from building a high brand awareness
The Media Process Information - Client Briefing Consumer Insight Strategic Plan Media vehicles & Communication goals Optimisation, Negotiation & Implementation Inspect- Post Buy Analysis The Media Process Information - Client Briefing The Brief Develop media strategies for four campaigns Post paid Sales Promotion $4m Corporate Image $2m Prepaid product, benefit $4m Prepaid Sales Promotion $2m Advertising Objectives Generic provide a favourable climate for year 2000 sales, encourage people to choose Connex Improve brand recognition, support positioning & differentiate from the competition Inform & educate consumers about new Connex services Promotional build awareness of the offer & persuade people to purchase The Brief (Contd) Target Audience Post paid - All Adults 25-45 yrs Urban average income Prepaid - All Adults 16-24 yrs Urban average income
Timing Corporate Image / Prepaid Product Benefits - year round Promotions Post paid - Jan-March, May-July, October-December Prepaid - Jan-March, June-August, November-December The Media Process Information - Client Briefing Consumer Insight Consumer Insight Best Media Strategies Come Through Knowledge of the Consumer Connex
Consumer Research
Sales Information
CONSUMER INSIGHT Universal McCann
Consumer research
Audience research
Universal / MCE learnings
BEST MEDIA SOLUTIONS Where the Edge will be Content Creative Message The moment when the message will be most salient Contact The Media that fits the target groups lives Context Consumer Insight Effective Advertising Key Target Groups will be analysed using Quantitative and Qualitative Research Economic/Social Factors Purchase power Proprietary Tools Pulse Mediography Pictography Media in Mind New Industry Research Tools Peoplemeter TV Measurment TGI Existing Research TV viewing data AMER Nielsen What is Pulse? A proprietary qualitative research tool Provides insights into different consumer groups Monthly consumer dialogue Implemented in Romania in 1998 Insights used in tandem with existing statistical research Lack of qualitative research within Romania, so Pulse helps enhance our understanding of the consumer improve the effectiveness of our media plans What is Pulse? Contd Two of the Pulse consumer groups are key for Connex brands Identity Builders - young consumers in their late teens who are trying to find out who they are, whilst in the transitional period from teenagers to adulthood, with all of its problems & uncertainties Career Builders - White collar workers in their first 15 years of career. They see themselves as the successful people / business leaders of tomorrow Pulse Findings Identity Builders Friendship groups are extremely important. They all claim to belong to a relatively stable group of friends. They are striving for quality In forming their preference, young adults are mainly influenced by product quality and shared information with friends Main desires : a job thats able to sustain basic necessities & a family capable of satisfying emotional needs Basic values associated with friendship are: trust, respect, sincerity, loyalty, assistance in moments of distress, common goals, equality Live for today attitude They most frequently go to bars, terraces or to somebodys home Pulse Findings Identity Builders Media Habits They usually watch TV in the evenings after 20:00, but they may also watch specific programmes (series, music) during the day. Sometimes their viewing pattern is adapted to the viewing of the family Eager to try products seen in commercials They like commercials that are dynamic, adventurous or surprising Preferred TV Channels: Pro TV, Antena 1, MTV, Atomic, HBO, Discovery and Eurosport Movie Genres: Science Fiction, Action, Horror Radio: most common during the morning and late at night A Day In The Life of . Identity Builders Morning Wake up to radio Go to work or to school. Listening to radio on the bus or metro. Early evening Hanging out with friends (sometimes go to bars, Terraces) Late evening Go home, eat dinner, see what is on TV Listen to the radio whilst going to sleep Weekend Go to a friends party & stay out late or go to the mountains Identity Builders Mediography
Identity Builders
Morning Getting up Radio: Contact, Pro FM, Travelling to school: Radio on bus/Metro Outdoor Afternoon Weekend: Hangin out with friends, go to mountains Outdoor Early Evening Watch favourite TV shows: Telenovelas (esp. females) Series Sport (esp. males) Meet friends Park/Bar/Terrace: Outdoor, Radio Late Evening Homework: radio in background Movies on TV: Pro TV,Antena1, HBO Fall asleep: Radio in background Pulse Findings Career Builders Career is most important for young people who are yet to marry Consider the family a form of additional moral support and security Purchase decisions or preferences are primarily influenced by strong, well known brands, past product experience and friends recommendations They have a very low amount of leisure time Doing everything for their children is the most important duty for parents They like to spend money and do not set limits for the amount of money spent during their leisure time Pulse Findings: Career Builder Media Habits Watch TV in the evenings after 19:00 (busier ones after 21:00) or in the morning before work between 8:00 and 8:30 Preferred TV channels : Pro TV, Antena 1, Discovery, Animal Planet, HBO Preferred programmes: News, Movies, Talk shows, music and documentaries. Women prefer series (not soaps) and men prefer sports programmes. They read print media: Romania Libera, Jurnalul National, Libertatea, Cotidianul. Males also read Capital, Catavencu and women read Avantaje, Unica and Formula As. Pulse Findings: Career Builder Media Habits For some the radio is permanently on whilst at work, in the car or in the kitchen They feel irritated by advertising that is aired too frequently (as with detergent brands) They love discounted items and free samples A Day In The Life of ... Career Builders Morning Wake up to radio Go to work. Listening to radio on the bus, metro or in the car At work radio is on in the background Skim the newspaper during the coffee break Early evening Go out with friends in bars, terraces, restaurants Late evening Go home, eat some dinner, see what is on TV or read Weekend Saturday morning - weekly shop at the supermarket Most of the weekends are spent out of the city, in the mountains, by the sea or in the country Career Builder Mediography
Career builders
Morning Breakfast: Radio - Contact, Pro FM, TV - ProTV or Antena1 Travelling to school/ kids to school: Radio on bus (car) / Metro Outdoor Afternoon Early Evening Shopping after work: Outdoor, Radio Meet friends Park/Bar/Terrace: Outdoor, Radio Late Evening Weekend:out of city with friends Outdoor Movie on TV: Pro TV,Antena1, HBO Skim newspaper at work Radio in background at work The Media Process Information - Client Briefing Consumer Insight Strategic Plan - Media vehicles & Communication goals Media Mix The Media Pyramid Level 1 TV will always be the major medium the brand builder mass reach (89% average daily reach) swift coverage build sound, vision & motion limited time exposure expensive capital cost Most reliably researched TV Level 2 Press lower reach / slow coverage build (daily newspapers have 27% reach) mass & niche targeting longer exposure - allows for more complex messages (support/promotions) less capital cost regional / local opportunities pass on readership limited research Press TV Media Mix The Media Pyramid Radio Press TV Media Mix The Media Pyramid Level 3 Radio low reach, high frequency usually a support medium flexible ideal for promotions regional / local opportunities inexpensive medium low production costs creative limitations limited research (Bucharest only)
Level 4 Outdoor good awareness/brand image builder high frequency regional / local opportunities 2D medium limited targeting / high wastage very limited research
Outdoor Radio Press TV Media Mix The Media Pyramid Setting Communication Goals Reach & Frequency Targets One of the most difficult media selection problems facing clients and media planners is determining the balance of the media impact: How many times and how many of the target audience do we want to be exposed to the commercial Given the already high brand awareness, for year 2000 there is no need to buy high levels of frequency - we do not need to reach the consumer so many times, it could result in a negative response to the advertising There is a need to minimize the amount of exposure to high levels of frequency ie. minimize the tail. Setting Communication Goals Frequency Curve : March 1999 0 10 20 30 40 50 60 70 80 90 100 1 + 3 + 5 + 7 + 9 + 1 1 + 1 3 + 1 5 + 1 7 + 1 9 + 2 1 + 2 3 + 2 5 + 2 7 + 2 9 + 3 1 + 3 3 + 3 5 + Frequency R e a c h
( A d u l t s
2 5 - 4 5 ) Connex Dialog The Frequency Tail We have looked at the frequency levels for campaigns earlier this year Over 20% of our target audience are seeing the advert over 20 times a month Source : CSOP/Info TV Television Strategy We have developed two unique strategies one for Corporate & Brand Image TV campaigns, the other for promotional TV campaigns It is important to set effective reach & frequency targets for each individual campaign Corporate Image TV Strategy All Adults 25-45 yrs Urban Advertising Awareness for Connex is already at 94% It cannot get much higher! We do not need to buy high reach/frequency TV campaigns, but need to keep a top of mind awareness on a weekly basis Recency Theory : continuous weights of activity for 52 weeks of the year maintaining an effective 1+ weekly reach level - sustaining the already high brand awareness Corporate Image TV Strategy All Adults 25-45 yrs Urban 1 +
R e a c h
( % )
0 10 20 30 40 50 60 70 80 0 20 40 60 80 100 120 140 160 180 200 220 240 260 280 300 TRPs At 110 TRPs we achieve 60% 1+ Reach 50 TRPs more only builds an extra 10% reach - cost inefficient Source : CSOP/Info TV Corporate Image TV Strategy All Adults 25-45 yrs Urban In reach terms, it is not efficient to buy more than 110 TRPs We recommend running at 110 TRPs per week for 52 weeks of the year, reaching 60% of our target audience each week This will guarantee the awareness is maintained across next year save money, to either be held in reserve or to upweight other media
Postpaid Promotional TV Strategy All Adults 25-45 yrs Urban Promotional activity is the key driver in terms of sales Promotional weights of advertising will vary dependant upon the relevant objectives/scenario The strategy we will show illustrates the rationale we would use to set our communication goals
Postpaid Promotional TV Strategy All Adults 25-45 yrs Urban We have used TeleWeighter as a guide to provide us with a basis for the frequency target TeleWeighter determines the optimal number of times the target needs to see the advertising It is designed to work with input from clients/marketing and creative people
After applying all of the various marketing, creative & media factors, Teleweightor recommends a frequency of 7! Setting Communication Goals Reach & Frequency Targets TeleWeighter recommends a target frequency of 7 To reduce the tail we must set an optimum frequency corridor ie. A maximum number of times we would ideally want consumers to see the message We recommend between 7 & 10 times Our target audience do not need to see the message more than 10 times If they are not driven to purchase after 10 contacts, they are unlikely to be after 15 or 20! Excessive frequency could have a negative effect on our target audience
Setting Communication Goals Reach & Frequency Targets Now we have the target frequency corridor, we need to find the level of TRPs that deliver the optimum reach within this band Frequency Corridor (7-10 Exposures) Adults 25-45 yr Urban 0 5 10 15 20 25 30 35 40 45 50 0 1 5 0 3 0 0 4 5 0 6 0 0 7 5 0 9 0 0 1 0 5 0 1 2 0 0 1 3 5 0 1 5 0 0 TRPs R e a c h After 950 TRPs, coverage is building outside of our target coverage band At 950 TRPs we reach 26% of our target audience the optimum number of times Source : CSOP/Info TV Frequency Corridor (7-10 Exposures) Adults 25-45 yr Urban The data shows, if we set a target frequency corridor between 7-10 exposures, we should set an optimum promotional weight @ 950 TRPs per month However, the data is based on diary data & the reach will be overstated Bucharest peoplemeter data shows between a 10 & 25% overstatement in terms of reach between diaries & meters, therefore we recommend a 15% safety margin
Recommended Promotional Weight 950 TRPs x 15% = 1,100 TRPs
Prepaid Product Benefit TV Strategy All Adults 16-24 yrs Urban As with the postpaid campaign, we recommend using recency theory to maintain a continuous presence across the year Industry viewing data & our own Pulse insights, highlight how active this target group are & so we will need to set a higher weekly reach target than for the postpaid campaign 0 10 20 30 40 50 60 70 80 90 0 20 40 60 80 100 120 140 160 180 200 220 240 260 1 +
Prepaid Product Benefit TV Strategy All Adults 16-24 yrs Urban Source : CSOP/Info TV We recommend a target of 150 TRPs @70% 1+ reach Frequency Corridor (7-10 Exposures) Adults 16-24 yr Urban As with the postpaid sales promotion, we have set our frequency corridor at between 7 & 10 exposures The following graph looks at the coverage build in this frequency corridor for All Adults 16-24 yrs Urban
Frequency Corridor (7-10 Exposures) Adults 16-24 yr Urban 0 5 10 15 20 25 30 35 40 0 1 5 0 3 0 0 4 5 0 6 0 0 7 5 0 9 0 0 1 0 5 0 1 2 0 0 1 3 5 0 1 5 0 0 TRPs R e a c h After 900 TRPs, coverage is building outside of our target coverage band At 900 TRPs we reach 25% of our target audience the optimum number of times Source : CSOP/Info TV Frequency Corridor (7-10 Exposures) Adults 16-24 yr Urban The target frequency corridor between 7-10 exposures should be set at 900 TRPs per month
With a 15% safety margin built in for the expected loss in reach when the new peoplemeter data becomes available the Recommended Promotional Weight 900 TRPs x 15% = 1,035 TRPs
Target Reach & Frequency Goals TV Summary Campaign
Corporate Image Post Paid Sales Promotion
Prepaid Product Benefits Prepaid Sales Promotion Reach Target 60% per week 26% per month
70% per week 25% per month Frequency Target 1+ 7-10
1+ 7-10 Target TRPs 110 1,100
150 1,035 Press Strategy Why Press? To support and complement TV activity What Press? Central Press - covers Bucharest and the largest cities Local Press - to cover the other cities within Romania, the statistics show that local newspapers have the highest readership in these cities
Press Strategy Sales promotions national and local newspapers will be used to build fast awareness amongst our target 1/2 colour page and special format (junior pages) with premium positioning for maximum visibility ie. Right hand page facing editorial or the last page (with out paying any surcharge) Image campaigns Magazines - longer term exposure and high print quality, better for generic messages rather than promotional 1/1 pages full colour - cover positions only Press Strategy IMAS (Masop) readership software will help us select the best titles for our target audience, & allow us to see which days of the week have the highest number of readers MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 Libertatea 12.36 5.62 8.99 7.87 9.55 7.3 2 Pro Sport 10.11 11.8 9.55 8.99 11.8 6.74 3 Adevarul 9.55 10.11 8.99 8.43 9.55 7.87 4 Evenimentul Zilei 6.18 9.55 8.99 5.62 7.3 - 5 Jurnalul National 3.37 8.43 2.25 4.49 1.69 2.25 6 National 5.62 7.87 6.74 4.49 6.18 2.81 7 Monitorul 6.18 3.93 7.3 6.74 6.74 5.06 8 Gazeta Sporturilor 6.74 3.37 6.18 5.62 5.62 6.18 9 Romania Libera 2.81 5.62 4.49 3.93 4.49 2.81 10 Ziua 1.69 1.69 2.81 2.25 3.37 1.69 Daily Newspapers Reach per day - All Adults 25-45 Urban Press Strategy Seasonality Considerations: 4 press campaigns in 2000: Post paid sales promo Corporate Pre paid sales promo Pre paid prod. Benefits The press campaigns will support the TV Press Strategy Geographic Considerations Bucharest, priority and protection areas - 60% of the budget because of the affluence of the areas Undeveloped areas - 40% from the budget
Press Coverage - Reach (000 individuals) Others - 950 Pro Sport - 230 Gazeta Sportului - 307 Ev. Zilei - 690 Adevarul - 1,247 Monitorul - 2,117 Others - 1,010 Romania Libera - 462 Even. Zilei - 561 Monitorul - 639 Cot. Maghiar - 1,018 Adevarul - 2,328 Others - 2,591 Adevarul - 998 National - 1,070 Romania Libera - 1,240 Ev. Zilei - 1,467 Libertatea - 1,758 Others - 3,005 Pro Sport - 829 Libertatea - 865 Ziua - 899 Ev. Zilei - 1,596 Adevarul - 3,741 Transilvania 6,018 Moldova 5,542 Muntenia 10,934 Bucharest 9,124 Source: IMAS Transilvania 6,018 Moldova 5,542 Muntenia 10,934 Bucharest 9,124 REGIONAL VARIATIONS More readers in Muntenia and Bucharest Source: IMAS Press Coverage - Reach (000 individuals) Press Strategy Comunication Levels Sales promotion - heavy weight campaigns 80% 1+ coverage - 350 TRPs/4 weeks (approximately 75 insertions) Image campaign 50% 1+ coverage - 200 TRPs/4 weeks (approximately 20 insertions) We have to reach more rapidly brand awareness in promotions than in image campaigns Crossover Readership : Adults 25-45 yrs Urban Source: IMAS No. Publication L i b e r t a t e a P r o
S p o r t A d e v a r u l E v .
Z i l e i J .
N a t i o n a l N a t i o n a l M o n i t o r u l G a z e t a
9 Romania Libera 34.9 31.4 36.7 40.3 37.2 31.6 32.1 22.4 19.4
Low duplication of readership We can use the IMAS software to calculate the duplication between titles & therefore minimize the wastage The Media Process Information - Client Briefing Consumer Insight Strategic Plan - Media vehicles & Communication goals Implementation, Optimisation &Negotiation Implementation, Optimisation & Negotiation Once our broad strategy, choice of media & communication goals have been set, we can look at the implementational strategy current market factors Optimisation / TV channel analysis media selection availability special offers / deals
Detailed Media Plan Post paid Sales Promotion Jan-March As per client brief Media Objectives Maximize OTS and REACH against relevant target groups to build corporate image and increase sales & brand awareness TV Budget Share 50% 35% 15% 40% 45% 15% 40% 50% 5% 5% 45% 45% 5% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Promo GSM Corporate Promo Go Benefits Others TVR1 ProTV Antena1 Antena 1 Market share leader (urban) National Football Championship Blockbuster Tuesday movies Top news audience Top rating on TeleEuroBingo ProTV Quality programs Constant high audience in prime time Dynamic Young orientation TVR 1 changing the image broadcast the most important sport events improve movies quality more commercially oriented TV Budget Share accordingly with: TV market share CPP Programs quality Target orientation PostPaid Sales Promotion Campaign : Sales Promotion Budget : 438,660$ net TVCs length : 30 / 10 RC : 30 Press : 1/2 page Target : All, 25 - 45 yrs, Urban Timing : 17th Jan-12th March (8 weeks) Key marketing issue: Originally planned as a 6 week campaign but extended to 8 weeks TV Media Planning Strategy Campaign: Front weighted campaign Promotional offer needs to build high reach in first few weeks, so achieve this by selecting high rating programmes and avoid duplication after six weeks will be another pick (new offer) TV Media Planning Strategy TV channel selection: ProTV High rating in late fringe: Chestiunea zilei Good movies & series entertainment programs with high TRPs: Vacanta mare Antena1 programmes with high TRPs and good affinity: news, TeleEuroBingo good for building reach & frequency TVR1 some good programmes but poor affinity October 1999 Atomic 1% Tele 7 1% Acasa 7% TVR 1 16% ANTENA 1 32% Others 16% PRO TV 27% 0 10 20 30 40 50 Jan Feb Mar Apr May June July Aug Sep Oct 1999 T R P PRO TVR1 A1 CHANGE OF MARKET LEADER ! Share Evolution by Channels Jan-Oct 1999, Target 25-45 y.o. Urban Average Daily Reach by Station All Adults 25-45 yrs Urban 0 20 40 60 80 100 %
R e a c h T V R 1 T V R 2 P r o T V A n t e n a 1 A c a s a P r i m a A t o m i c T o t a l
T V Jan-99 Aug-99 -17.8 -10.4 -2.8 -9.5 -10.9 -8.8 -3.4 Source : CSOP/Info TV NB. Atomic reach figure only available for August
TV Media Planning Strategy Day part selection: 11% morning - high affinity & good building incremental reach 72 % prime time - big TRPs 17 % late fringe - high affinity programmes, good for adding reach & picking up light viewers cheaply Position in break: First (Last) good visibility highest TRP in break Media achievement Total TRPs: 2,273 Reach: 1+ 97.1% 7+ 74.6% Estimated Coverage 24% in corridor 7-10 exposures OTS: 23.2 Press Media Planning Strategy Press selection: National - covering Bucharest and the main towns & cities Local - big regional affinity covering counties and towns throughout all the country Title selection and recommended number of insertions, reach and frequency are done with with the aid of Adimas Masop and Mepop optimisation systems Maximise coverage by avoiding titles that have crossover readership Press Media Planning Strategy Increased frequency during the launch period Regional selection will use 24 local titles regional titles will be used in conjunction with national titles to cover priority and protection markets targeting more on loyal and heavy users located in priority and protected areas (economic potential). 18 titles from priority and and protected areas 6 titles from under-developed areas
Press Media Planning Strategy Page placement maximum visibility will be achieved by right hand page opposite editorial for dailies 4th cover for weekend magazines
Radio Media Planning Strategy Radio selection: national - cover Bucharest and the main cities of the country local - big regional affinity Radio frequency is bigger in priority and protection areas Regional selection will use 35 local radio stations targeting more on loyal and heavy users located in priority and protected areas (economic potential) 29 stations from priority and and protection areas 6 stations from less developed areas TV 50% National Press 27% Local Press 11% Local Radio 12% Television: Main media vehicle Builds high reach Press: Secondary media vehicle Detailed explanations National coverage & high local reach Radio: Selective (regional) Good for frequency Supports the promotion Total Budget: 431,660$ PostPaid Campaign Media Budget Split Media Overview 2000 Media Overview 2000 Summary Setting our communication goals, & moving towards CPP deals (with some stations) that show deflation for Connex, means that we can fulfill the requirements of the brief & still underspend the budget The remainder of this budget could be spent in a number of ways A tactical reserve - to use to combat any major activity by CosmoRom Sponsorship opportunities Support more promotional campaigns The Media Process Information - Client Briefing Consumer Insight Strategic Plan Media vehicles & Communication goals Implementation, Optimisation &Negotiation Inspect- Post Buy Analysis Post-Buy Analysis Campaign post-buy/ evaluation report Marketplace Summary Reporting of campaign achievements vs plan TRPs, Reach, expenditure, conversions Competitive activity report Remuneration We are proposing a monthly fee based upon varying budget levels for next year, with a lower fee at higher budget levels to reflect our economies of scale. The commission percentage on which this fee is based is also shown, with a discount for both planning & buying Budget
$0 - $5m $5 - $10m $10m+ Planning (%) 1.5 1.5 1.5 Planning & Buying Fee $10,400 $19,150 $17,500 Planning Fee $6,250 $12,500 $12,500 Buying (%) 1.2 1.0 0.8 Buying Fee $5,000 $8,333 $6,600 Planning & Buying (%) 2.5 2.3 2.1 Appendix Buying Conditions TV Analysis Competitive Report Outdoor Monitoring Examples Buying Conditions Pro TV Buying Conditions 1.0 Mil. Rate Card + Ag Disc.(15%), Ag. Vol.(5%), Client Vol. Disc.(5%) 10% bonus during summer 1.5 Mil. Rate Card no.11 frozen for 2000 year + Client Vol.Disc.(6%) 10% bonus during summer 2.0 Mil. Rate Card no.10 frozen for 2000 year + Client Vol.Disc.(7%) 15% bonus all year excepting summer with 25% bonus 2.5 Mil. 1999 deal + 5% more discount 3.0 Mil. 1999 deal + 10% more discount 100% TV Budget Share of Private Stations CPP = 99$ for all 6+ urban on CSOP data Antena 1 Buying Conditions Share of Budget CPP (6+ all urban, CSOP) 40% 75 $ 35% 85 $ 30% 90 $ For TVCs less than 30 the cost is with 10% less comparing rate card. For campaign prepayment no positioning surcharge for 50% of TVCs 25% bonus airtime during summer time PR packages monthly (minimum 2) 100% budget share CPP = $50 TVR 1 Buying Conditions Rate Card no. 10 frozen No charge for choosing the break and position in break 0 - 250,000$ net 30% discount 250,000 - 500,000$ net 33% discount 500,000 - 750,000$ net 36% discount over 750,000$ net 40% discount 25% bonus TVCs (in value) during Jan - April and Aug - Sept (5% planed by agency and 20% by TV station) excepting Euro 2000 First right of refusal for special programs and events (Euro 2000) Atomic TV Buying Conditions CPP = 50$ AGB (approximately $39 CSOP) Target: 15 - 25 yrs, all urban, AGB) No charge for choosing the break and position in break Romanian TV Marketplace Television Penetration by Channel Channels National Urban Bucharest
TVR1 99.7% 99.7% 100% TVR2 66.2% 83.5% 100% ProTV 56.8% 82.9% 97.1% Antena 1 59.4% 87.8% 95.1% 7ABC 20.7% 33.1% 90.2% Prima TV 52.9% 81.5% 93.1% Acasa TV 40.0% 67.1% 73.5% Source: CSOP-Gallup Share Evolution by Channel All Urban Individuals 4+ October 1999 PRO TV 23.8% ANTENA 1 29.6% Others 17.0% TVR 1 18.8% Acasa 7.6% Atomic 1.5% Tele 7 1.7% Key to Antena 1s Success ... Special Summer Programmes National Football Championship 0 10 20 30 40 Jan Feb Mar Apr May June July Aug Sep Oct 1999 T R P PRO TVR1 A1 CHANGE OF MARKET LEADER ! Average Daily Reach by Station October 1999 All Urban Individuals 4+ 0 10 20 30 40 50 60 70 80 90 100 %
R e a c h T V R 1 T V R 2 P r o T V A n t e n a 1 A c a s a P r i m a A t o m i c T o t a l
T V Source : CSOP/Info TV NB. Atomic reach figure only available for August
Average Minutes Viewed Per Day by Month All Adults 16-24 yrs Urban 0 50 100 150 200 250 300 350 Jan Feb Mar Apr May June July Aug Sept 82 minutes less viewing in summer Source : CSOP/Info TV Average Minutes Viewed Per Day by Month All Adults 25-45 yrs Urban 0 50 100 150 200 250 300 350 Jan Feb Mar Apr May June July Aug Sept 90 minutes less viewing in summer Source : CSOP/Info TV 21.7 14.5 12.9 21.1 18.3 42.6 11.6 10.3 0 10 20 30 40 50 60 70 80 90 100 T V R 1 T V R 2 P r o
T V A n t e n a 1 T e l e 7 P r i m a A c a s a A t o m i c % Average for All Stations 17.88 Channel Composition Jan-Sep 1999 - All Adults 16-25 yrs Urban Source : CSOP/Info TV 33.7 32.5 20.7 33.9 29.4 18.6 18.6 21.3 0 10 20 30 40 50 60 70 80 90 100 T V R 1 T V R 2 P r o
T V A n t e n a 1 T e l e 7 P r i m a A c a s a A t o m i c % Average for All Stations 28.99 Channel Composition Jan-Sep 1999 - All Adults 25-45 yrs Urban Source : CSOP/Info TV Average Daily Reach by Station - Jan vs Aug 1999 All Adults 16-25 yrs Urban 0 20 40 60 80 100 %
R e a c h T V R 1 T V R 2 P r o T V A n t e n a 1 A c a s a P r i m a A t o m i c T o t a l
T V Jan-99 Aug-99 -20.6 -5.7 -4.9 -7.0 -3.2 -6.7 -5.0 Source : CSOP/Info TV NB. Atomic reach figure only available for August
0 10 20 30 40 50 60 70 80 90 100 %
R e a c h TVR1 ProTV Antena1 Acasa Prima Atomic Total TV Average Daily Reach by Station - Jan vs Aug 1999 All Adults 16-25 yrs Urban 0 10 20 30 40 50 60 70 80 90 100 %
R e a c h TVR1 ProTV Antena1 Acasa Prima Atomic Total TV -16.8 -7.0 -1.2 -5.7 -1.3 -5.7 0 10 20 30 40 50 60 70 80 90 100 %
R e a c h ProTV Antena1 Acasa TVR1 Prima Total TV Jan-99 Aug-99 Weekday -28.9 -1.9 -10.4 -9.0 -7.8 -9.0 Weekend Source : CSOP/Info TV NB. Atomic reach figure only available for August
0 10 20 30 40 50 60 70 80 90 100 %
R e a c h TVR1 ProTV Antena1 Acasa Prima Atomic Total TV Average Daily Reach by Station - Jan vs Aug 1999 All Adults 25-45 yrs Urban 0 10 20 30 40 50 60 70 80 90 100 %
R e a c h TVR1 ProTV Antena1 Acasa Prima Atomic Total TV -14.7 -11.2 -0.9 -7.5 -9.8 -7.5 0 10 20 30 40 50 60 70 80 90 100 %
R e a c h ProTV Antena1 Acasa TVR1 Prima Total TV Jan-99 Aug-99 Weekday -24.2 -7.5 -7.5 -13.6 -13.2 -11.7 Weekend Source : CSOP/Info TV NB. Atomic reach figure only available for August
OCTOBER 1999 PRO TV 23.8% ANTENA 1 29.6% Others 17.0% TVR 1 18.8% Acasa 7.6% Atomic 1.5% Tele 7 1.7% Key to Antena 1s Success ... Special Summer Programmes National Football Championship 0 10 20 30 40 Jan Feb Mar Apr May June July Aug Sep Oct 1999 T R P PRO TVR1 A1 Share Evolution by Channels Jan-Oct 1999, Target: All Individuals URBAN October 1999 ANTENA 1 25.80% PRO TV 28.40% Others 19.80% Atomic 3.50% TVR 1 13.00% Acasa 8.50% Tele 7 1.00% 0 10 20 30 40 50 Jan Feb Mar Apr May June July Aug Sep Oct 1999 T R P PRO TVR1 A1 Share Evolution by Channels Jan-Oct 1999, Target: 16-24 y.o, Urban Saturday Sunday 0 5 10 15 20 25 30 35 40 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 0 5 10 15 20 25 30 35 40 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 0 5 10 15 20 25 30 35 40 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 Monday - Friday Pro TV Antena 1 TVR 1 Surprize, Surprize TeleEuroBingo Telenovela Vacanta Mare Chestiunea Zilei Average Rating by Station October 1999 - All Adults 16-24 y. o. Urban Saturday Sunday 0 5 10 15 20 25 30 35 40 45 50 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 0 5 10 15 20 25 30 35 40 45 50 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 0 5 10 15 20 25 30 35 40 45 50 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 Monday - Friday Surprize, Surprize TeleEuroBingo Observator Duminica in Familie Chestiunea Zilei Pro TV Antena 1 TVR 1 Average Rating by Station October 1999 - All Adults 25-45 y. o. Urban Saturday Sunday 0 5 10 15 20 25 30 35 40 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 0 5 10 15 20 25 30 35 40 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 0 5 10 15 20 25 30 35 40 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 Monday - Friday TVR 1 Antena 1 Prime Time News Pro TV Antena 1 TVR 1 Average Rating by Station October 1999 - All Individuals Urban Saturday Sunday 0 10 20 30 40 50 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 0 10 20 30 40 50 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 0 10 20 30 40 50 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 Monday - Friday 16 - 25 y.o. Urban 25 - 45 y.o. Urban News Preference Same trend in weekend Career Builders Afternoon Average Rating by Day October 1999 - ANTENA 1 Saturday Sunday 0 10 20 30 40 50 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 0 10 20 30 40 50 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 0 10 20 30 40 50 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 Monday - Friday 16 - 25 y.o. Urban 25 - 45 y.o. Urban Young Adults Afternoon News Preference Same trend in weekend Average Rating by Day October 1999 - PRO TV Saturday Sunday 0 10 20 30 40 50 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 0 10 20 30 40 50 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 0 10 20 30 40 50 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00 Monday - Friday 16 - 25 y.o. Urban 25 - 45 y.o. Urban News Preference Same trend in weekend Average Rating by Day October 1999 - TVR 1 Antena 1 is now for the first time the leader on the TV market Highest rating programmes for both audiences are Saturday Surprize, Surprize on TVR1 Sunday TeleEuro Bingo Show on Antena1 Career builders are heavy news viewers Young Adults prefer series (soaps), entertainment shows (Vacanta mare) Saturday afternoon ProTV programs have high affinity for 16-24 Adults, comparing with Sunday afternoon Antena 1 programs with big affinity for 25-45 Chestiunea zilei delivers the equivalent of a primetime spot, during late fringe on ProTV Audience Summary 138 Universal McCann final Advertising Expenditures Jan-Oct 1999 7,185,174 2,111,380 8,475,283 2,648,417 0 3,000,000 6,000,000 9,000,000 12,000,000 15,000,000 M O B I F O N M O B I L R O M 1999 estim. 0 3,000,000 6,000,000 9,000,000 12,000,000 15,000,000 M O B I F O N M O B I L R O M 1998 Source: A.C.Nielsen Rate card prices (Do not include VAT and Local Taxes) $ $ 11,123,700 8,979,604 9,296,533 9,037,590 In 1998, the budget for November and December signify about 30% from Jan-Oct budget Jan-Oct Jan-Oct Nov-Dec Nov-Dec Jan-Dec Jan-Dec Telecommunication Services Advertising Expenditures 49.4 % 50.6 % 45.9 % 54.1 % MOBIFON MOBIL ROM Total Expenditures= 15,660,457 $ No. Spots= 5,352 SHARE OF SPENDING SHARE OF VOICE 50.3 % 49.7 % GRPs= 62,467 Telecommunication Services TV Advertising Expenditures Jan-Oct 1999 CONNEX GO! 28.27 % CONNEX GSM 71.73 % Total Expenditures= 7,185,174 $ Total Expenditures= 8,475,283 $ DIALOG GSM 73.27 % ALO GSM 26.73 % Connex Dialog Source: A.C.Nielsen Rate card prices (Do not include VAT and Local Taxes) Telecommunication Services TV Advertising Expenditures Jan-Oct 1999 21.75% 7.39% 69.92% 0.94% Magazines Newspapers Television Radio Total Expenditures= 7,185,170 $ Total Expenditures= 8,475,283 $ 25.43 % 7.37% 62.85 % 4.35% Magazines Newspapers Television Radio Connex Dialog Source: A.C.Nielsen Rate card prices (Do not include VAT and Local Taxes) Telecommunication Services Advertising Expenditures Split by Medium 0.94% 26.59 % 66.08 % 4.34% 2.05% PRO TV ANTENA 1 TVR 1 PRIMA ACASA Total Expenditures= 7,185,170 $ Total Expenditures= 8,475,283 $ 0.81% 18.24 % 75.67 % 4.01% 1.28% PRO TV ANTENA 1 TVR 1 PRIMA ACASA Connex Dialog Source: A.C.Nielsen Rate card prices (Do not include VAT and Local Taxes) Telecommunication Services Advertising Expenditures Split by TV Channels 0 100 200 300 400 500 600 700 Documentaries Show Game Lottery Music Programe Sport Talk Show Cinema Show Other Program Talk Show Morning Show Entertainment Sport News Movie Series Dialog Connex GSM vs. DIALOG Source: A.C.Nielsen Telecommunication Services Number of Spots split on Programs, Jan - Oct 99 0 50 100 150 200 250 300 350 Documentaries Show Game Lottery Music Programe Sport Talk Show Cinema Show Other Program Talk Show Morning Show Entertainment Sport News Movie Series ALO GO ! GO ! vs. ALO Source: A.C.Nielsen Telecommunication Services Number of Spots split on Programs, Jan - Oct 99 Competition Analysis Dialog spend more (rate card) Dialog favorite TV station is ProTV Dialog placed more TVCs in TalkShows and Series = are programs with affinity = big frequency in the same audience. Connex aired more TVCs in Movies, News and Sport = programs with big various audience = rapidly build reach. Outdoor Monitoring Examples