Media Planning
Let us now look at examples of how companies can go ahead and collect some data, either themselves or by the aid of other companies, to get a sense of audience engagement.
Radio
Nielsen Audio, Kantar Media – These companies collect a lot of data such as who's listening to different radio shows, how is the popularity of different stations.
TV
How is data collected at this level? With a setup box.
What are they trying to do here? They're trying to record who are the people who are watching a particular TV station, who is it in the family, and then the aggregate at different households to get a sense of how popular a particular TV show is, how popular different channels are, etc.
Examples: Nielsen, Grand Track
Managerial Questions
As a brand manager, or as a TV station manager, we would like to know the following:
Radio
Nielsen Audio, Kantar Media – These companies collect a lot of data such as who's listening to different radio shows, how is the popularity of different stations.
TV
How is data collected at this level? With a setup box.
What are they trying to do here? They're trying to record who are the people who are watching a particular TV station, who is it in the family, and then the aggregate at different households to get a sense of how popular a particular TV show is, how popular different channels are, etc.
Examples: Nielsen, Grand Track
Managerial Questions
As a brand manager, or as a TV station manager, we would like to know the following:
- Which shows are popular?
- Who is watching what shows?
- Which shows potentially can be funded next year?
- How is the viewership pattern changing over time?
- How should I be spending different kinds of money on different types of ads in these TV shows?
