Media Management - Media Weights

Your advertisement is waiting eagerly to break bounds and show itself out in the world. It wants to be seen. You have decided who your audience is and you have prioritized your markets. You have successfully passed the first two steps of the media strategy and now its time to conquer the third step – media weights.

                                           

Photo credit: Google images

Media weights are nothing but the total impact that an advertising campaign has with regards to the number of commercials, reach, insertions or the frequency. It is nothing but seeing how effective your ad is in terms of seeing how your campaign was affected. Media weights are set in relations to the GRP’s, Reach and AOT’S.

Photo credit: Google images

GRP is the gross rating point. It is the total of all the television rating points (TRP) of the aired commercial across various programs.

Photo credit: Google images

Reach is the total number of people who have seen the advertisement.

Photo credit: Google images

Average Opportunity to See (AOT’s) is the average number of exposures amongst those who have been reached. In simple words it is the average number exposure among those who have seen the advertisement at least once since it has been aired.

It is important to have our media weights in place because we need to know how many times we have to air the advertisements in order to achieve the desired results. You have to consider the rating point of the programs across which these advertisements will be aired.

The media weights that are planned for the products or the brands have to be such that, it is efficient and best suited. You have too choose programs that suit your brand as well as have a good GRP’s, Reach and AOT’S. You want your target audience to see the ad as well as you want them to see it enough to remember the product and make a purchase/create an image.

I will soon see you with step four of the media strategy, till then see you! :)