Buy the Plan or Plan the Buy

Driven by client priorities

Impact
Savings
Combination Optimized. Delivering Media
Objectives in the most cost efficient manner
Finding the Balance
The advertising strategy
The advertising objectives of the brand
Brand positioning
Competitive scenario / pressures
Target Audience
Demographic and psychographic definition / profile
TG as per media strategy primary, secondary
(buyer, influencer)
Markets
Priority markets
Growth vs consolidate markets

Media Mix
Media selection rationale and the role of each
medium

Budget by medium


Creative Units
Number of ads / edits, size / duration of ads,
languages
Media objectives
By markets, by media and by creative units
Campaign period and scheduling strategy
Activity schedule, promotion plan, seasonality,
weights

Approved media plans
Strategic priorities
Channel / publication selection
GRPs and reach targets, Planned budget
Qualitative fit with programmes / vehicle
Innovations / Specials / Events
Need for innovations, brand fit, learning from past
associations
Consumer insights that can be leveraged for better
connect
What does the innovation aim to achieve
What a Buyer needs to know
Past deals, CPRP / ER, value adds gained, pre-post deal
status
Genre wise channel performance / trends / new
launches, competitive analysis
Current Channel FPC analysis, Top 50 programmes,
Break and programme TVRs, CPRPs
Time sales analysis to assess demand / supply pressures
What a Buyer needs to know
Market information on competing deals and
thorough analysis of deals - FCT, sponsorships,
value adds, innovations
Any big properties planned during campaign /
activity period

What a buyer MUST do to develop the negotiation
strategy
Set channel objectives
Prepare wish list
Prepare the Deal template
Deal period short term, long term
Time frame
Role play
Drive efficiencies and effectiveness

Efficiencies
Effectiveness
Rates, CPRP / ER
Savings
Inflation control
Sponsorships
Value adds
Content Integration
Position in break
Individual Channel Deal
Consumption Track
mid course correction,
make goods
Improve Efficiencies
Reconciliation /
Post buy
Time Sales Distress Buys New Opportunities
Prepare for next year
Pre Post comparison of the deal
Did we achieve the CPRP / ER / GRPs of the deal?
Did the FCT run according to the plan?
What was the extent of dropped spots?
Did we get 100% make goods?
Pre-post comparison of other deliverables
Bonus spots
Weeks of sponsorship, no of promo tags
All other deliverables in case of big format properties

Reasons for variation in CPRP / ER / GRPs
Was our choice of programmes justified in terms of
performance?
Did new programmes used perform to expectations?
Were positions (in break) of our spots acceptable?
How active was competition during the campaign?
What was the extent of overall clutter during the
campaign?
What should we do differently in our next campaign?
Fixed FCT vs RODP, ROS spots
Fixed FCT on Reach channels
Fixed FCT during primetime
Option of FCT as RODP during PT / NPT
Proportion of FCT within specific timebands


PT
PT
NPT
Programme Day Timeband # epi FCT/epi Total FCT
Programme A M-F 2000-2030 15 60 900
Programme B M-F 2100-2200 20 90 1800
Programme C M-F 2030-2100 10 30 300
Programme D M-F 2200-2230 20 60 1200
Programme E Sun FF 1600 6 100 600
Programme F Sat FF 2000 3 60 180
Programme G M-F 1300-1330 10 60 600
Programme H M-F 1330-1400 10 60 600
Programme I M-F 1400-1430 10 30 300
Programme J M-F 1500-1530 10 60 600
Total FCT 7080
Programme Day Timeband Total FCT
Programme A M-F 2000-2030 900
Programme B M-F 2100-2200 1800
Programme C M-F 2030-2100 300
Programme D M-F 2200-2230 1200
Programme E Sun FF 1600 600
Programme F Sat FF 2000 180
NPT M-F 1300-1530 2100
Total FCT 7080
PT
PT
NPT as RODP
Timeband Day Timeband Total FCT % disp
Timeband 1 M-F 0700-1000 2000 24
Timeband 2 M-F 1000-1300 1800 22
Timeband 3 M-F 1800-2100 1500 18
Timeband 4 M-F 2100-2400 1500 18
Timeband 5 Sat-Sun 0700-1000 600 7
Timeband 6 Sat-Sun 2100-2400 900 11
Total FCT 8300 100
Typical deal structure on news channels, niche channels
Paid + Bonus spots
Negotiated on overall commitment of monies to
bring the CPRP or ER down make it more cost
effective
Some channels bill on primetime spots and give
bonus on nonprime timebands
In some cases, bonus spots can be banked and
used later over a specified period of time

Rate freeze
Rates across programms frozen for the duration of the deal

Share incentives
Exclusive deal or higher share with one channel / network

Growth Incentives
Increase in spends (overall deal value) over previous deal /
year

Network deals
Buying every / most channels in the Network
Value adds are negotiated for EVERY deal and vary
depending on the genre of the channel, duration
of the deal and overall outlay

Types of Value adds
Sponsorships of top programmes
Bonus spots
Fixing position in break
Break bumpers 2 sec swipe before and / or after a
commercial break
Fillers, Scrolls, Aston band, Contest
Fixing RODP spots
In Programme placement, Content integration
Why sponsor
Brand personality / TG fit with property content
Celebrity fit with brand personality traits or
Anchor of the show is also the Brand ambassador
Property fits with brand activity plans (launch, new
campaign) in terms of timing
High visibility, high decibel promotion channel
puts its might behind promotions
For saliency no particular brand fit

High outlay for sponsorship
Eg Presenting sponsor = Rs 15 20 cr
Powered by sponsor = Rs 7 12 cr
6 to 8 associate sponsors @ Rs 2.5 5 cr each

Deal structure includes
All sponsorship deliverables including FCT entitlements,
marketing and promotion plan and all value adds

Always involves substantial premium on regular
channel rates/CPRPs
Sponsorship status and outlay
FCT on original and repeats (total # of episodes)
Number of Promos and sponsor tags duration of tag
Other value adds like astons, bugs number and
duration
Integrated logo unit (if applicable)
In programme visibility (backdrop, mentions, other
integrations if offered)
Marketing Plan Total outlay (some channels give
details of actual Print, other TV, Radio, OOH details)
Every element / deliverable is valued
FCT in the programme maybe at a premium rate, or on par
with channel rates / CPRP
All value adds including promo tags, credit lines, contest (if
any), in programme visibility, brand mentions, backdropare
valued at a down weighted rate
Ground promotions / activity are valued at a down weighted
rate
Marketing plan elements, are also valued and down weighted
Production costs (if any) are valued at est costs
Addressing the gap between agency eval value and channel
proposed cost (and there always is !!)

Prepare wishlist of what we need to bridge the gap
Get channel to reduce total outlay of sponsorship
Additional FCT in programme
Additional banked FCT to be used later
Increase in number of promos, fillers, add a contest.

Cant always bridge the gapclient call on whether to take the
programme with agencys best recommendation on outlay

Close monitoring of programme performance
TVRs lower or higher than projections if lower, get channel to
boost promotions / make changes
Other deliverables are they on track
Brand exposure delivered as commited by channel??

Post evaluation of property
Did it perform to expectations
What did it do for the brand
Learning for the future
Implementation
Rigorous monitoring is essential to capture missed
spots and enable timely make goods
Ongoing monitoring of sponsorship elements
Monitoring of performance of channels /
programmes /sponsored property
Mid-course correction if required
Mid-course negotiation if required

Reporting
Client must be in the loop at all times
Weekly reporting of missed spots and make goods
At least mid-month report on GRPs by market
Monthly reports in pre-determined report formats
ie GRPs, SOV, Reach/Freq etc
Ongoing reporting on any issues with
recommended action to be taken
Pre-post analysis of the campaign
GRPs, SOV, Reach and Frequency by market and All
India
Reasons for deviations
Missed schedules/spots
Channel / programme performance
Cancellations / modifications / additions etc

Learning
Key takeouts of what worked and what did not work
Pitfalls to be avoided in the future


Thank you