Nielsen Ad Intelen-us.nielsen.com/sitelets/cls/documents/AdIntel/...Nielsen Ad Local Newspaper Reports Intel Share of Business vs. Share of Voice Compare the GRP delivery of brands
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Zero Share of Business Show the specific Brands that are not advertising in a specific newspaper.
What does this report tell me?
• What brands are advertising in the market, but not giving my newspaper any share of the buy?
• On what media and distributor are these brands spending their advertising dollars?
• How much money is placed in the market that my newspaper receives zero percent of the business?
Truly Honest Law Firm, Big Money Lottery and Tech College spent zero dollars on my newspaper during this period. Why are they not advertising on Local Newspaper?
Brand total
gothaM heraLd
wBBy
(BBB)
wccy
(CCC)
wddy
(DDD)
weey
(EEE)
wffy
(FFF)
truLy honest Law fIrM
0%
60
49
81
105
113 Units 408
3.1% 14.7% 12.0% 19.9 25.7% 27.7%
$$$ (000) 627.2 219.4 77.1 71.1 69.8 189.8
4.6% 0% 35.0% 12.3% 11.3% 11.1% 30.3%
BIg Money Lotter y Units 276 61 30 70 96 19
2.1% 0% 22.1% 10.9% 25.4% 34.8% 6.9%
$$$ (000) 346.2 143.3 39.3 89.2 54.0 20.4
2.5% 0% 41.4% 11.4% 25.8% 15.6% 5.9%
tech coLLege Units 115 47 16 45 7
0.9% 0% 40.9% 13.9% 39.1% 0% 6.1%
$$$ (000) 250.4 128.8 48.8 44.7 28.2
1.8% 0% 51.4% 19.5% 17.8% 0% 11.3%
Report Specifications used to create this report
Market: Select desired market Media Type: Select desired media types Report Layout: Column = Distributor
Row = Brand Report Period: Standard Calendar based dates Measures: Units, Dollars
Sorts/Constraints: Sort = Descending based on the Value of Total Dollars Constrain = Value of my Newspaper Units = 0
Exclusive Share of Business Show the specific brands that are exclusively advertising in a specific newspaper.
What does this report tell me?
• What brands are placing 100% of their business in one newspaper?
• What is my competition’s exclusive list of advertisers?
• How much money went exclusively to one newspaper or station?
My Home Mortgage Services, Drive Happy Motor Sales and Savvy Legal Services put 100% of their business on Spot TV. Is advertising on one station the most efficient way to reach the client’s target audience?
Brand total
gothaM heraLd
wBBy
(BBB)
wccy
(CCC)
wddy
(DDD)
weey
(EEE)
wffy
(FFF)
My hoMe Mortgage sVcs
16
0%
0%
0%
Units 16 1.2% 0% 0% 100%
$$$ (000) 677.1 677.1 2.6% 0% 0% 100.0% 0% 0% 0%
drIVe happy Motor saLes Units 11 11
0.8% 0% 0% 100% 0% 0% 0%
$$$ (000) 631.5 631.5 2.4% 0% 0% 100% 0% 0% 0%
saVVy LegaL sVcs Units 13 13
0.9% 0% 0% 100% 0% 0% 0%
$$$ (000) 533.2 533.2 2.1% 0% 0% 100% 0% 0% 0%
Report Specifications used to create this report
Market: Select desired market Media Type: Select desired media types Report Layout: Column = Distributor
Row = Brand Report Period: Standard Calendar based dates Measures: Units, Dollars
Sorts/Constraints: Sort = Descending based on the Value of Total Dollars Constrain = Share of my competitor’s Units = 100
Low Share of Business Show the specific brands that are not advertising much in a specific newspaper or station.
What does this report tell me?
• What brands are buying advertising, but giving my newspaper a very small share?
• Which of our clients should we revisit for developing and increasing our share?
Show brands that advertised in your newspaper, but only invested less than 10% of their budget. Should your newspaper be receiving more share? When was the last time they re-evaluated their media-mix?
Brand total
gothaM heraLd
wBBy
(BBB)
wccy
(CCC)
wddy
(DDD)
weey
(EEE)
wffy
(FFF)
saMpson auto dLrshp
1
33
49
16
14 Units 113
0.2% 0.9% 29.2% 43.4% 14.2% 0% 12.4%
$$$ (000) 437.0 40.8 93.5 152.9 98.1 51.7
0.9% 9.3% 21.4% 35.0% 22.5% 0% 11.8%
ford autos & trucks-dLr assn Units 170 1 82 43 4 40
0.4% 0.6% 48.2% 25.3% 2.4% 0% 23.5%
$$$ (000) 327.1 30.1 150.1 54.5 5.1 87.2
0.7% 9.2% 45.9% 16.7% 1.6% 0% 26.7%
gIuLIanI store-appLIance Units 155 2 35 61 11 2 44
0.3% 1.3% 22.6% 39.4% 7.1% 1.3% 28.4%
$$$ (000) 352.7 28.5 52.7 76.5 39.4 19.0 136.6
0.7% 8.1% 14.9% 21.7% 11.2% 5.4% 38.7%
Report Specifications used to create this report
Market: Select desired market Media Type: Select desired media types Report Layout: Column = Distributor
Row = Brand Report Period: Standard Calendar based dates Measures: Units, Dollars
Sorts/Constraints: Sort = Descending based on the Value of Total Dollars Constrain = Share of my newspaper Units ≤ 10% (Share less than or equal to 10%)
Share of Business vs. Share of Voice Compare the GRP delivery of brands to their advertising expenditures to show Over Delivery or Under Delivery of an advertising schedule.
What does this report tell me?
• How are brands allocating their spending among the various television stations in the market?
• What is the GRP delivery for the spots purchased?
• Which stations are receiving a greater share of spending than their GRP delivery warrants?
• Identify accounts where an alternative media mix may provide a more cost efficient means of reaching potential customers.
Although Collman Mercedes allocated 28.8% of their money to WAAY, that station delivered only 23.6% of the GRPs. WDDY on the other hand, received 9.3% of the money and delivered 16.0% of the GRPs – 6.7% over their percentage of dollars.
Brand total waay wBBy wccy wddy weey wffy
(AAA) (BBB) (CCC) (DDD) (EEE) (FFF)
coLLMan Mercedes auto dLrshp
Units 479 60 113 71 81 105 49
3.0% 12.5% 23.6% 14.8% 16.9% 21.9% 10.2%
$$$ (000) 760.9 219.4 189.8 133.7 71.1 69.8 77.1
4.3% 28.8% 24.9% 17.6% 9.3% 9.2% 10.1%
GRP: P25-54 467.3 110.4 104.3 69.3 74.7 49.0 59.5
2.7% 23.6% 22.3% 14.8% 16.0% 10.5% 12.7%
Report Specifications used to create this report
Market: Select desired market Media Type: Spot TV Report Layout: Column = Distributor
Format Options: Exclude Direct Response and Promos/PSAs
Sorts/Constraints: Sort = Descending based on the Value of Spot TV CPM for P18+ Constrain = Value of Total Dollars ≥ 15 (Dollars greater than or equal to $15,000)
Brand Trend by TV Program Type Find insights on client preferences for specific TV programming.
What does this report tell me?
• Does this brand advertise in news or other program types?
• Does this brand have a program type preference?
Is LONGORIA STR-FURNITURE increasing spending on News? Would Newspaper reach their audience better? On what other program types are they spending their budget? And what opportunities exist for converting that budget to Newspaper?
LongorIa store-furnIture
news: news-generaL
$$$ (000)
Report Specifications used to create this report
Market: Select desired market Media Type: Spot TV Report Layout: Column = Report Period
Row = Brand, Program Type Report Period: Broadcast Calendar based dates
Period 1 = Last 12 Months Measures: Units, Dollars
Format Options: Exclude Direct Response and Promos/PSAs
Brand Trend by TV Daypart Trend revealing which TV dayparts advertisers buy.
What does this report tell me?
• Does this business advertise exclusively M-F, or, do they advertise on the weekends as well?
• Does this business advertise more heavily on one day vs. other days?
The client is increasing spending on Sunday, would this increased budget be better used on the Sunday Newspaper? Do they heavy up on Thursday for weekend business? Do we have a Newspaper product that goes out on those days as well?
LongorIa store-furnIture
sunday 6a-12m
$$$ (000)
964.3
62.5
95.2
85.2
102.4
96.5
120.8
140.9
260.8
Monday 6a-12m
$$$ (000)
578.3
100.3
95.7
67.4
88.5
67.0
55.3
43.1
61.0
tuesday 6a-12m
$$$ (000)
540.2
112.4
84.6
73.3
77.4
56.4
52.4
38.4
45.2
wednesday 6a-12m
$$$ (000)
573.3
106.2
90.7
92.1
67.6
59.7
54.6
51.2
51.2
thursday 6a-12m
$$$ (000)
1134.1
80.7
120.4
110.5
120.3
135.9
160.0
180.4
225.9
friday 6a-12m
$$$ (000)
685.4
106.3
92.4
78.9
80.9
70.0
64.8
89.6
102.4
saturday 6a-12m
$$$ (000)
508.3
90.2
61.6
52.7
57.9
43.8
59.8
48.6
93.8
Report Specifications used to create this report
Market: Select desired market Media Type: Spot TV Report Layout: Column = Report Period
Row = Brand, Daypart Report Period: Broadcast Calendar based dates
Period 1 = Last 8 Quarters Measures: Units, Dollars