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Did You Know? |
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The Brief
The brief that was handed to the four agencies asked to present in response to P & G's review in 1997
- We want to deliver our brands' media strategies substantially more effectively and efficiently by eliminating artificial barriers, and in the case of TV the barriers are dayparts'.
- Emphasis on “creating tactical plans”.
- A new kind of planning/scheduling competency will be required to evaluate 'real time' buying/cost information to achieve maximum results for each brand.
- To develop “systems that have the capacity to use respondent level data to maximize target audience reach aka Optimizers.
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Buyers will not only be responsible for negotiating the lowest possible rates but also for working in concert with the planning team to find the optimal buying solutions.
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| S. No. |
Spots |
Vehicles |
1 |
600,000 |
Local TV Stations |
2 |
470,000 |
National Cable Networks |
3 |
20,000 |
Syndication |
4 |
23,000 |
Day Time Network TV |
5 |
2,000 |
Prime Time Network TV |
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Figure 1:
P&G (U.S.A) Television Spread (1997-98)
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The agencies that pitched were Telewest, Leo Burnett Chicago USA, Grey Advertising and Zenith Media New York.
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For the record before being exported to U.S.A, optimization systems first began in the U.K. when that nation's TV ratings authority, BARB, began giving third-party analysis companies access to its raw respondent-level data. Super Midas and X*pert were the two off the shelf optimizers used and the systems essentially worked the same way, modeling raw TV data to determine the optimum mix for a given brand's needs. X*pert was more daypart-oriented, while Super Midas being more program-specific. |
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| If you need specific insights, please write to oxygen@audiencemap.com. |
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