Essential Media Measurement Sources for Advertising Planning

Gross Cost

Gross Cost is calculated as: Number of Insertions × Rate.

Sources of Information for Brand Communication

To plan effective brand communication, it's essential to understand the consumer, available communication channels, and the consumer's relationship with various media. Key sources provide information on:

• Audiences/Hearings: TNS, EGM, OJD, Nielsen NetRatings, Geomex
• Investments: Infoadex, Maple Media
• Visibility: IMOP, IOPE
• Attitudes: AIMC Marks

TNS (Kantar TNS)

TNS is responsible for measuring television audiences through the use of audiometric tests. A key challenge with audiometric tests is the difference between analog channels (one frequency = one channel) and digital channels (one frequency = many channels). The data collected by TNS is utilized by television networks, central agencies, and other stakeholders such as advertisers and producers.

EGM (General Media Study)

EGM is a non-profit association dedicated to measuring the audience of all media types. It is structured into two estates:

• Estate 1: Advertising (agencies, advertisers)
• Estate 2: Media (newspapers, TV, radio)

Governing Bodies of EGM:

• General Assembly
• Board of Directors (5 members per estate)
• Technical Committee (12 members per estate)

The data collected includes audience figures, viewing habits, and other demographic information (e.g., origin).

OJD (Office of Justified Circulation)

OJD is responsible for measuring the circulation and distribution of print media, specifically paid publications that are audited by OJD.

Key OJD Terms:

• Useful Circulation (Tirada Útil): Copies of a single issue of a publication, directly from the production process, intended for distribution.
• Subscriptions: Copies sold by the publisher or contracted through their own channels.
• Point-of-Sale (Sale at): Copies sold through ordinary distribution channels (e.g., newsstands), allowing for the return of unsold items.
• Returns: Copies that are sent back to the publisher.
• Complimentary Copies (Regular Service): Copies supplied by the publisher free of charge and on a continuous basis.

Nielsen NetRatings

Nielsen NetRatings is the world's leading provider of marketing and media information. It specializes in measuring online audiences and internet advertising activity.

Geomex

Geomex is in charge of outdoor audience measurement. This involves analyzing the location of each billboard or outdoor advertising format, its visibility, and the number of people passing by it.

Infoadex

Infoadex is responsible for measuring advertising investment. This involves ongoing research into the advertising actions performed by brands across different media. The methodologies used include:

• Direct Control: A census-based approach.
• Statement Control
• Mixed Control

IMOP / IOPE

IMOP and IOPE focus on the measurement of advertising recall. They are responsible for evaluating and modeling advertising effectiveness, comparing the notoriety achieved weekly against the advertising effort made.

AIMC Marks

AIMC Marks is a study that collects comprehensive data for each respondent, including their exposure to media, consumption habits, lifestyles, and sociodemographic characteristics.