TV Planning

Guidelines
5/20/2020
Different Approaches
1. Recency Planning
– Efficient Reach
– Role and usage of reach curves
– Annual Budget Setting

2. Burst or Campaign Planning

– Effective Reach
– Role and usage of reach curves
– Annual Budget Setting

5/20/2020
2
Different approaches : Recency
Planning vs Burst planning
Recency Approach
•Usually fits FMCG brands with
short purchase cycles
• Clients/Budgets who have
enough budgets for a minimum
of 20-25 weeks on air presence
annually (ideal should be 40
weeks+)
• Ideal for budget setting and
holistic annual planning to
determine TV and other media
budgets
Burst Approach
• Usually fits Categories like
Durable (longer purchase cycles),
Services, seasonal brands
• Ideal for campaign wise
requirement of a big product
launch, big promotion (where
impact is priority)
•Clients/brands who cannot sustain
continuous presence due to limited
budgets or not having an clear
annual strategy
 Recency vs Burst Planning Strategy
Recency Planning – setting
efficient TV weights
– Develop TV weight
guidelines through efficient
reach curves
– Ensures that the communication
message reaches efficiently to a
set of audience
– More of the same message only
results in repetition. If the target
audience doesn’t act after a certain
OTS, then further spends behind
the same only adds to wastage
– KPI delivery focus is improving
efficiencies which means reach
will be compromised
4
Burst Planning – setting
effective TV weights
• Develop TV weight guidelines
through effective frequency
model
– Ensures that the communication
message reaches effectively
based on the Reach and
Frequency required for the
campaign
– More of the same message
results in repetition. It will make
the target audience remember
and persuade to take action after
the required OTS objective is
reached
– KPI delivery focus is Reach
impact which means efficiencies
will be compromised
5/20/2020
Different approaches for different
brands in the same portfolio possible :

Recency Approach Burst Approach

Recency Planning

5/20/2020
6 2009 Planning Guidelines
Introduction – Recency planning

–Recency planning has rapidly gained

support with revolutionary ideas such as
– plan for reach not frequency,
– plan for continuity not bursting,
– plan for weekly GRP’s not 4 weekly
– plan more on dispersion – spread it out as people are always in the
market
Principles of Recency planning

Maximization of Reach (1+) Continuity (more weeks on air)

&
Reaching more consumers
once will result in greater
sales than reaching fewer
consumers more often, and
the costs are
about the same!
Recency planning targets
the purchase not the
purchaser which means
closer to the purchase is
better and purchases occur
every week – continuously!

Recency planning doesn’t claim that one exposure is enough.

It argues that, in the short-term, additional exposures are wasteful.
Summary on Recency planning – Efficiency
based planning
Maximise Weeks on Air
• The success of this approach is dependent on setting the right reach levels –
minimizing over-weight saves budgets to be deployed in maximizing Weeks-
on-Air

The investment can be more appropriately deployed in

other channels or, new communication
• Integrate other contact points (Print, OOH, Ambient, Digital) to support
continuity beyond just TV GRPs, especially where TV is expensive, e.g. in
HCMC
Steps for Budget Setting based on
Recency planning

1. Determining activities and the scale of each activity based on client’s

marketing calendar
2. Setting recommended weights based on 2 factors:
a. Efficient reach Curves
b. Keep side by side the competitive pressure (however they cannot be
the defining factor)

3. Arriving at the optimised VTV:HTV mix to re-look weights per market

based on your optimised usage of VTV (new approach optimisation of 4
market as a base should take care of this)
4. Arriving at Final budgets by balancing with provincial market spends and
360 investment levels

5/20/2020
12
Determining no. of
activities and Scale of
activities
Step 1
Step 1 : Determining activities and the
scale of the activities + market
priorities

Based on the briefed Marketing schedule ,define types of activities and

determine how many activities

Discuss with client and determine the priority campaigns for aggressive vs
normal presence

Be aware of the market priorities – 4 city vs 6 city vs national (any market

shifts – from 6 non rated to 10 this year?)
Recency Approach, Guideline to
budget setting

–Identifying 4 general levels of media activities

Each activity level gets a corresponding guideline on
‘number of active months’ and ‘degree of 360 channels
used’:-
Setting Recommended
Weights based on
Recency planning
Step 2
 Step 2 : Setting recommended weight
factors
–Set recommended GRP weights for each activity level (for each of the
Top 4 cities); GRP weights are set based on a combination of:-

2.a. Reach curves and efficiency level

2.b. Keeping the competitive GRP benchmarks side-by-side for reference

Setting efficient reach
curves

Step 2.a
Developing appropriate reach curves
Steps to follow

– 1. Develop an optimized reach/efficiency curve for each of the core target audience.

• Always take weekly reach curves for arriving at efficient weight setting market wise

–2. Discuss with clients and internal teams to arrive at appropriate cut off GRP weights
based on the efficiency index on the reach curve.

–3. These GRPs then can be translated into planning weight guidelines for Launch, follow-up
and maintenance campaign – Also look at competitive benchmark to know that you are not
very low or very high than your key competition, however this is only for a check and will
not determine your strategy

•Any GRP weight higher than the advised, only adds to repetition and hence, wastage.

•Depending on the level of competitive scenario or, nature of the campaign

(tactical/promotional) weights can be adjusted by +/- (5 to15)% as appropriate

5/20/2020
19 2009 Planning Guidelines
1. Developing the optimised reach/
efficiency curve
–Decide which data you will take for developing the weekly reach curve

a. Your own brand’s post campaign delivery

b. Your competition’s post campaign delivery

c. The category delivery– mix of your brand + competition

d. In case of new launch/new category, wherein there is no past data, you can
decide to take another category/brand which comes closest to your brand’s media
requisites of TG and market priorities

e. 30 sec GRP reach curve vs actual GRP reach curve if all competitive benchmarking is on
30sec GRP

5/20/2020
20
Developing the optimised reach/
efficiency curve
– The decision should be based on the following factors:

1. The channel and daypart mix should be closest to your planning/buying strategy,
hence best if you take your own optimised reach curve

2. The campaign should have enough data points to give you reference points for the
GRP , reach and efficiency reach cut offs

Note: Must take weekly reach data for weekly reach curves Note: Cannot have a 2-3
month data reference to arrive at a monthly reach curve or cannot take a 4 week
reach curve data for one week reach curves.

5/20/2020
21
Eg : Reach curve for determining
efficient levels
Rch % Reach est' Eff. Ind Eff Ind
100 100

90 90

80 80

70 70

60 60

50 50

40 40

30 30

20 20

10 Inflection Point 10

0 0
0

100
120
140
160
180
200
220
240
260
280
300
320
340
360
380
400
420
440
460
480
500
20
40
60
80

Launch: 150 GRPs ( 50% efficiency)

Follow-up: 110 GRPs ( 65% efficiency) Based: People Meter
5/20/2020
22
Sustain: 80 GRPs (85% efficiency)
2. Discuss and arrive at appropriate cut
off GRP weights efficiency index on the
reach curve.
1. Based on the client brief and current brand standing in the market, you must discuss and
arrive at appropriate efficiency cut off and GRP’levels

Do keep the competitive benchmarks in place so that you can cross check if you are
too low or too high versus competition in case of strong competition to our brand

2. Have 3 broad cut off’s for arriving at a GRP laydown strategy based on the client
campaign mix
High
efficiency
(80%-100%)
Medium Sustain weights
Efficiency
(65%-80%) Follow Up weights

Low Efficiency Launch weights

(50%-65%)

5/20/2020
23
Factors influencing the Efficiency Weight
Guideline* (to be finalized with the client on each
brand/campaign level ) as this would be different for each
brand/campaign on monthly levels
High efficiency
(80%-100%)

Medium Efficiency
(65%-80%)

Sustain weights
- Medium to low competitive heat
Low Efficiency Follow Up weights - Extend campaign life
(50%-65%) - High competitive heat
- Improving Brand health

Launch weights
- High competitive heat
- Fight the competitor campaigns
- New product campaigns

Imp note: It’s an Guideline* and hence not fixed , it is subject to change basis
the change in the market, media, brand requirements, It’s a guideline 5/20/2020
to budget the annual costs24for the client based on their campaign schedule
Sample and
Footer Text Here
also acts as a starting point/checklist during the course of the year
Weight setting Guideline grid
(could look like this)
month 2 month 3-6
Efficiency index based on weekly month 1 (%) (%) (%)
grp level
Major Launch – Normal 60-70 70-80 90-100
Major launch -Aggressive 50 -55 60-65 80-90

New Material – Normal 70 80 90-100

NM- Aggressive 60 65 -75 80-90

Promotion 50
Tet 50

Sustenance - Normal 80 90-100

Sustenance- Aggressive 70 80

It’s an Guideline* because this is not fixed , it is subject to change basis the
change in the market, media, brand requirements, It’s a guideline
to budget the annual costs and also acts as a starting point/checklist during
the year
Eg : GRPs levels based on agreed
efficient levels on weekly 1+ reach levels

80 GRPs/wk sustain

110 GRPs/wk Follow up

150 GRPs/wk Launch

Inflection Point

Launch: 150 GRPs ( 50% efficiency)

Follow-up: 110 GRPs ( 65% efficiency) 5/20/2020
Based: People Meter
26
Sustain: 80 GRPs (85% efficiency)
Reference competitive
weights

Step 2.b
Competitive Benchmark summary
PM
DL-UHT Milk HCM HN DN CT
Launch 180-230 400-500 350-400 250-300

Follow up 200-300 250 180-230

Sustain 100 100-150 100-150 100-150

Pantene Pro- HCM HN DN CT

V (shampoo)
Launch 250-300 600-700 450-500 550-600

Follow up 150-200 500 300 400-450

Sustain 100-150 300 200 250-300

Weight Setting Summary (Could look
like this)
MARKET LAUNCH FOLLOW-UP SUSTAIN
Efficient HCM 150 110 80
HAN 180 150 120
Reach curve DAN 180 150 120
CAN 150 130 100

MARKET LAUNCH FOLLOW-UP SUSTAIN

HCM 150-160 110-120 80-90

Recommended
HAN 220-230 180-190 120-130
Weekly weight
DAN 180-190 150-160 120-130

CAN 200-210 170-180 120-130

MARKET LAUNCH FOLLOW-UP SUSTAIN

HCM 150-230 100-150 50-100
HAN 250-330 150-250 100-150
Competitive DAN 200-275 120-200 80-120
Weights CAN 500-950 250-500 100-250
Re-confirm Channel/Market
wise allocations for
VTV:HTV budget allocation
– Now, Optimsier should do
the job

Step 3
Add in provincial
channels and other 360
channel budgets

Step 4
Step 4 : arriving at the final budgets

1. Arrive at 4 City TV spend by multiplying the 4 City 30

sec GRPs with corresponding CPRPs
2. Apply ‘Local TV Multiplier’ to get total national TV
cost (i.e. 4 City stations + Province stations)
– Local TV multiplier depends on breadth of brand’s distribution; e.g. the multiplier is
higher if the brand is available in all 64 provinces, as we have to use more local TV
stations for full market coverage
– Usually would be similar to their multiplier in the plans last year if not any major shift
in market priorities

3. Apply 360o Multiplier to get total Media cost

– 360 multiplier depends on the brand’s target audience; e.g., the multiplier is higher if
the audience is younger, as we have to use more non-TV media like Digital and
Cinema to reach this audience
– 360 multiplier would be higher for launch vs sustain – please refer to the guideline
already discussed earlier
Arriving at Final budget by balancing with provincial
market spends and 360 investment levels
– Provincial spend ratio i.e 30% 0r 20% depending on the
clients market priorities
– 360o investment level ie 50% for launch vs 20% for
promotion
In Summary : Budget setting steps for
Recency Planning
1. Set the weight by 4 measured markets
– Efficiency level for each activities ( major
launch, new materials …) based on weekly
reach curves
– Competitive benchmark ( GRPS, target R&F )

2. Readjust the HCM investment level to

VTV due to efficiency , in case optimiser
is not used

3. Balance with
– Provincial spend ratio
– 360o investment level
Burst/Campaign Planning

5/20/2020
35
Introduction – Burst planning

–Burst planning has always been there as the base

of all media plans
– plan for effective frequency,
– plan for flighting not continuity
– plan for 4 -6 weekly periods
– Plan more on targeting – target at a specified time
and for a period depending on the marketing calender
Summary on Burst Planning– Effectiveness
based planning
Effective Reach and Frequency levels
• The success of this approach is dependent on setting the right frequency
levels – maximising reach and frequency during the campaign period to
achieve the campaign objectives

Many factors have to be considered for each campaign to arrive at the

effective campaign objectives
• Clutter (competitors activities)
• Optimised Reach curves to ensure maximum impact
• Strength of creative execution – if client shares the pre test scores
• Brand lifestage
• Low / High involvement product category
• General ad receptivity of target group
Burst Strategy : TV Weight setting
approach
1.Using the Effective Frequency model,
TOP DOWN define frequency levels needed in order to
create an impact amongst our targets for
the new campaign.
Weight
Needed 2. Based on the target’s viewing dynamics
and build-up of reach, identify the
required GRP levels in each market
• Cut off on the level where we are
generating enough reach at the
WEIGHT RECOMMENDATION appropriate effective frequency levels
for every incremental GRP bought

3. Based on the competitive set, probe

Competition competition weights to align our weights
Benchmark against competitors keeping in mind
our core objectives
BOTTOM UP
 1. Eg: Setting Effective Frequency
for new communication
1 2 3 4 5 W E IGHT S COR E S
THE CAMPAIGN
W ell-established P roduct X New product/Launch 4 16
S imple Message X Complex message 2 6
E stablished campaign X New Campaign 4 16
High impact media X Low impact media 3 6
High level of advertising recently X x Low level 4 8
High consumer interest category X Low interest 2 6

THE CONS UME R

R eceptive target audience X Unreceptive 2 6
R einforcing attitudes X Changing attitudes 3 12
R einforcing behaviour X Changing behaviour 4 16
Low competitive activities X High 3 12
Low media clutter X High media clutter 3 12
Total 116
Low Medium High Medium
(34-79) (80-124) (125-170) (80-124)

INNOVATION-MAJ OR 5-7 8-10 10-12

INNOVATION-MINOR 3-5 5-7 7-9

MAINTENANCE 2-4 3-5 5-7

7+ is not recommended for this campaign given the BH KPI’s of high TOM and Spont brand
Launch weight: 5+ (4- 6 weeks/burst); Sustain weight : 3+ (4-6 weeks/burst)
2. Identifying efficient GRP levels for
5+ and 3+ frequency (4 weekly curves)
HN MARKET

Recommended launch weight: 2,200 GRP30

for4wks delivering 80% R5+.

Recommended follow up weight: 1,360 GRP30 for

4wks delivering 80% R3+

Recommended sustain weight: 1,360 GRP30 for

4wks delivering 80% R3+ .

GRP 30
HCM MARKET

Recommended launch weight: 1,000 GRP30 for

4wks delivering 60% R5+.

Recommended follow up weight: 660 GRP 30 for

4wks delivering 60% R3+

Recommended sustain weight: 660 GRP 30 for

4wks delivering 60% R3+ .

GRP 30
3. Recommended TV Weights;
benchmarked against key competition

Happiness I Can Teen Way Happiness Brrr Penguin Teen Way

Factory Factory
Happiness I Can Teen Way Happiness Penguin Teen Way
Factory Factory
In Summary : Budget setting steps for
Burst Planning
1. Set the weight by 4 measured markets
– Efflective level for each activities ( major launch,
new materials …) based on 4 weekly reach
curves

– Competitive benchmark ( GRPS, target R&F )

2. Balance with
– Provincial spend ratio
– 360o investment level
Example of Recency Planning and
Burst planning and seeing the different
results on GRP’s and Spont Ad in
Mindware

GRP setting Launch Follow Up Sustain

Recency (1+) Monthly 720 560 400
Burst (3+) Monthly 800
Burst (5+) Monthly 1100

WOA Woff AIR Total Annual GRP's BH (Avg. Spont AD)

Recency 45 7 6100 51
Burst 32 20 7500 53

5/20/2020
44
Burst Strategy Plan with 4 bursts
Total GRPs: 7500 for TV, active weeks = 32
Start awareness: 66
End awareness: 58
Average: 52.9
Recency Plan – Continuos weekly activity
Total GRPs: 6100 for TV, active weeks=45
Start awareness: 64
End awareness: 51
Average: 50.5
Recap: Recency vs Burst Planning Strategy
Recency Planning – setting
efficient TV weights
– Develop TV weight
guidelines through efficient
reach curves
– Ensures that the communication
message reaches efficiently to a
set of audience
– More of the same message only
results in repetition. If the target
audience doesn’t act after a certain
OTS, then further spends behind
the same only adds to wastage
– KPI delivery focus is improving
efficiencies which means
reach/BH KPI’s will be
compromised – usually cost
effective in long term
47
Burst Planning – setting
effective TV weights
• Develop TV weight guidelines
through effective frequency model
– Ensures that the
communication message
reaches effectively based on
the Reach and Frequency
required for the campaign
– More of the same message
results in repetition. It will make
the target audience remember
and persuade to take action
after the required OTS
objective is reached
– KPI delivery focus is Reach
and BH KPI impact which
means efficiencies will be
compromised – usually more
expensive in long term
5/20/2020
Thank you

5/20/2020
48