Understanding Superconsumers and Media Planning

WHAT SUPERCONSUMERS Fancy

Having fun, reviewing things with their friends, receiving relevant information, getting in touch, having thrills, and above all…

NOT WASTING TIME

Therefore, conventional advertising is not always among their priorities.

SUPERCONSUMERS Are Not to Be Found

THEY need to be met with an appealing plan, so they realize that they fancy staying a bit longer with us, with the brands they LOVE

THE BRAND LOVE CURVE:

INDIFFERENT – LIKE IT - LOVE IT - MY BRAND

SUPERCONSUMERS

If the plan interests them, they will come, and if they have fun, they will become our best ally and will come back with their friends. For this new AUDIENCE let’s find NEW SPACES AND TIMES

Ideas That Go Beyond Pre-Existing Media

If the idea does not adapt to conventional media, let’s think in new media, spaces, times… LET’S INVENT meeting points with this new audience.

Sample

Elements of a universe that are representative of the total. By studying a sample, the conclusions can be extrapolated to the rest of the population.

Target Audience or Media Target

Group of people to which our communication action is specifically addressed. Population segment that is aimed at through the media/vehicles selected in the plan. The target audience has to be defined through standard variables.

Penetration

Part of the audience that is regularly exposed to a specific media platform. The indicator is normally expressed in %. The percentage is calculated over the population that the medium can reach. It indicates the degree in which the medium can reach a universe of people or homes.

Audience

Group of people that contact a medium or advertising vehicle of communication during a specific time span. The audience is a segment within a given population, and it is defined as the amount of individuals that have been contacted by the medium during the same period of time.

Affinity Coefficient

It refers to how appropriate (in audience terms) a vehicle is for a given target, taking the audience that the vehicle has as a reference.

Cumulative Audience

It is the total audience obtained by a medium or vehicle after more than one insertion. It is obtained by adding the new impacted people after each insertion. Cumulative audience = useful audience first insertion + new individuals impacted after the second insertion + new individuals impacted after the third insertion + etc.

Net Audience

It is the useful audience obtained with the combination of more than one medium or vehicle after deleting duplications, triplications, etc. It is obtained after adding the new people impacted by the campaign in each vehicle.

Share

The percentage of the audience of a vehicle respecting the total audience of the medium during a specific time span. Regardless of the audience of a channel, if the aggregate of the audiences of all TV channels are 100, the share of each one of them will be the % of its audience over the total TV audience.

Impact

Every time an advert contacts a person from the target audience. In a media plan, the total amount of IMPACTS is related to the amount of times the advert contacts the target audience when the plan is implemented through one or more vehicles. Total impacts = useful audience of vehicles X number of insertions.

Frequency/OTS

FREQUENCY studies the amount of times that individuals are exposed to the advertising message. It is usually expressed as an average (OTS, opportunities to see) OTS = average frequency of impacts. The average frequency is the average number of impacts received by the people reached in the campaign.

Coverage

It is the proportion of people within the target audience that have been impacted at least once by the campaign during a specific span of time by combining more than one vehicle and more than one insertion of each vehicle.