media planning
Chapter 3
Quantitative media measurements
In the last chapter, we outline the process of media planning. When a media planner has made decisions on reach, frequency and continuity, s-he will proceed to select media and media vehicles. To measure the media performance of a media plan, we will approach it in both qualitative and quantitative ways. Qualitative factors refer to the general characteristics of the media that are often subjective, such as intrusiveness, demonstration power, sound and visualization quality, color and taste, permanence, repetition, prestige, credibility and interactivity. Quantitative factors refer to the objective measurements about audience delivery and cost efficiency.
These include media coverage, reach and frequency, gross rating point, gross impression, cost per thousand (CPM) and cost per rating point
(CPRP).
This chapter covers the quantitative measurements for media. These measurements help choosing the most optimal medium to place advertisements. They are also used to indicate the potential size of target audience and the cost of reaching them.
A medium refers to a class of carriers such as television, newspapers, magazines, out-of-home, etc. It refers to a group of carriers that have similar characteristics. Table 1 describes the media available in Hong
Kong.
Chapter 3
1
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Table 1 Media in Hong Kong
Domestic Free TV
Operator
channel
2
15
Domestic Pay TV
Operator
channels
Non-domestic TV
Operator
channel
3
350+
17
200
Radio
Operator
Channel
3
13
Newspaper
Chinese
English
Others
(bilingual/Japanese)
24
13
14
Sub-total
51
Magazine
Chinese
English
Others
592
114
158
Sub-total
864
Out-of-home
Mass Transit Railway (MTR)
Bus/tram/ferry/taxi
billboards
Source: Hong Kong Yearbook 2011
Chapter 3
2
180912
A media vehicle refers to an individual carrier within a medium. The Ming
Pao is a carrier within the
Quantitative media measurements
In the last chapter, we outline the process of media planning. When a media planner has made decisions on reach, frequency and continuity, s-he will proceed to select media and media vehicles. To measure the media performance of a media plan, we will approach it in both qualitative and quantitative ways. Qualitative factors refer to the general characteristics of the media that are often subjective, such as intrusiveness, demonstration power, sound and visualization quality, color and taste, permanence, repetition, prestige, credibility and interactivity. Quantitative factors refer to the objective measurements about audience delivery and cost efficiency.
These include media coverage, reach and frequency, gross rating point, gross impression, cost per thousand (CPM) and cost per rating point
(CPRP).
This chapter covers the quantitative measurements for media. These measurements help choosing the most optimal medium to place advertisements. They are also used to indicate the potential size of target audience and the cost of reaching them.
A medium refers to a class of carriers such as television, newspapers, magazines, out-of-home, etc. It refers to a group of carriers that have similar characteristics. Table 1 describes the media available in Hong
Kong.
Chapter 3
1
180912
Table 1 Media in Hong Kong
Domestic Free TV
Operator
channel
2
15
Domestic Pay TV
Operator
channels
Non-domestic TV
Operator
channel
3
350+
17
200
Radio
Operator
Channel
3
13
Newspaper
Chinese
English
Others
(bilingual/Japanese)
24
13
14
Sub-total
51
Magazine
Chinese
English
Others
592
114
158
Sub-total
864
Out-of-home
Mass Transit Railway (MTR)
Bus/tram/ferry/taxi
billboards
Source: Hong Kong Yearbook 2011
Chapter 3
2
180912
A media vehicle refers to an individual carrier within a medium. The Ming
Pao is a carrier within the