5. Evaluation, Measurement & Reporting Flashcards
TV is accountable
3 key areas where agencies verify TV activity
- Holdings
- Weekly Post Tracking
- Optimisation
Holdings in SMD
What are Holdings?
● TV Networks provide a daily Holdings file which is the confirmation system for television
airtime buying.
● The Holdingsfile is uploaded to SMD overnight, every night
● It contains all the spots booked by the agency with the Network
● The spots are auto-matched in Holdings and any discrepancies are identified
Holdings are how you manage:
● NA’s (airtime/spots that are Not Available)
● Spot matching with the Networks
● Schedules maintenance when airtime is changed or moved
Weekly Post tracking
Once a campaign is bought and final in the buying software (e.g, SMD) it needs to be tracked weekly
when post analysis comes in.
Post (or Post Analysis) is the actual time the advertising spot has been telecast.
Post Analysis needs to be checked weekly to ensure campaign goals are being met.
Audiences can
fluctuate from week to week impacting your Reach or TARP goals, so this is when you have the
opportunity to optimise your campaign.
The agency needs to match clients/brand bought airtime against the appeared (Post) spots, this will
highlight actual time that the spot went to air.
For example, you may have bought a spot Sunday 1900-1930 on Channel Ten and the Post will show it
appeared at 19.12.
Query additional spots, may not just be bonus
Day of the week TV Post Files are available:
Wednesday (MTV)
Thursday (RTV & STV)
it will be Thursday for all if there is a public
holiday that week.
What to use for campaign tracking sheet:
Within the tracking sheet you need to report the figures of the activity that has gone to air, and
update future projections using the last 4 weeks surveys (L4W).
● Use Overnight data one week after the activity has gone to air to check TARP shortfalls and
negotiate makegoods with media owners.
● Consolidated data is available two weeks after activity has gone to air and is usually used for the
final post report for the client as it includes Time-Shifted viewing. This means the entire audience
is measured and reported to the client.
Use MxM data for client & aidot purposes. Media owners will use 1/4 data when negotiating short falls.
● Identify if your client reports on Minute by Minute or 1⁄4 hour data for post analysis
● Notify the networks of any obvious audience declines or movements.
● Adjust the remaining schedule to ensure the TARPs will be delivered vs planned TARP levels; this is
when you optimise your TV buy.
● All TV Buys must be tracked weekly on most recent surveys to ensure you are on track to deliver
your overall campaign goals.
Optimisation
Move out of programming not performing as planned
Move into programs performing better if available
Move out of over-performing markets to better support under-performing markets
Tools for tracking TARPs, r&f
SMD, eTAM
eTAM
TV ratings, r&f analysis tool
- Network shares
- Program ranking
- Individuals viewing patterns
- Create schedules of advertising
- Analyse r&f for schedules
- TV station mix analysis
Items that can be included in the Buy Summary (1-2 weeks before campaign goes to air):
Planned vs bought TARPS, for example, planned TARPs 200 vs bought TARPs 215
● Weekly and/or campaign Reach, for example: planned 40% @ 1+ vs bought 42% @ 1+
● Budget reconciliation (what was spent versus the budget) for example, budget is
$100,000 vs spent $99,585.
● A spot list of programs bought would include all the programs booked by market, by
week commencing date.
- highlight any issues that affected the buy
What a PCR should include
● A summary of the market conditions – this is important as it will provide context to the client
of what is happening in the market and any impact it may have had on the campaign.
● The campaign goals/KPIs and how you delivered against them, this would cover things like
planned, bought and delivered TARP’s together with planned and delivered Reach and
Frequency by market.
● TARP delivery split by Peak and Off Peak vs planned/bought goals.
● Program highlights e.g, any key / popular / peak / highly relevant shows included in the
campaign
● Delivery against any program sets or requirements.
● Key learnings for next time! These should be learnings that the planner or buyer can use for
the next campaign, for example if you buy spots in a movie and the rate is the same across
the movie a key learning could be to request first hour placement.
– ADDED VALUE –
Added value that could be negotiated for the client:
● Program upgrades.
● Sponsorships (for example you may have negotiated additional no charge daytime
sponsorships). This is also where you need to revisit your paid sponsorships and show how
they performed during the campaign.
● Incremental discounts.
● Position In Break.
● Additional bonus.
● Product placement.
● Summary of the added value in comparison to total spend.
Third Party Benchmarking (against clients of a similar spend and buying demo)
Third Party benchmarking (an Auditor) is when a specialist organisation outside of the media agency
is contracted by a client to verify how well the agency is buying media. (Cost and Quality)
This can be any combination
of the following:
● The cost and quality of a clients airtime compared with other clients active in the market at the
same time ie: clients delivery vs a pool of data.
● An evaluation of a clients airtime delivery against set cost and quality KPIs i.e.:
○ Delivered CPT’s/CPM’s vs set Baselines
○ Delivered Peak and PIB levels vs Benchmarks
○ Delivered TARPs vs Planned goals
○ Delivered Reach vs planned goals
Some companies that provide 3rd party benchmarking:
● Ebiquity
● R3
● Trinity P3
● Media Path
● Mad Clarity
