The Missing Media Metric: Reach Velocity — Part 2

This means there is reason to employ fastreach media vehicles as a core to oneamp8217s schedule if one is a CPG brand In all likelihood this applies to all product categories to some degree as well but probably applies most to highvelocity categories and of course CPG is also known as FMCG Fast Moving Consumer Goods For the fastest of FMCG such as candy beer and soft drinks the degree of sales impact of the doubletap in the last 48 hours before a shopping trip is probably even greater than shown in Leslie Woodamp8217s tableamp160described in the last postWhich media are fastreach media Generally they are the highestrated media where each individual ad immediately attains relatively high reach in and of itselfWhen we think of which media options offer this quality of fast reach the first thought is of course broadcast prime For example Nielsen indicates that if you buy the two highestrated CBS shows each night of the week your immediate oneday reach is between 22 and 29 million adults 6 out of 7 nights Over the week the reach is 72 million adults just from these shows If the rest of the budget is spent on the lowest CPM against the target the total reach will be far higher than if the whole budget is spent on lowestCPM without regard for a highrating level core The combination of a highrated core plus an efficiency remainder will produce higher reach of your market and more ROI than a pure 100 efficiency buy See the data from NielsenThis is also supported by TiVo Research TRA data which shows that the top two highestrated CBS show buy reaches half the new car buying homes in the US all by itself allowing the efficiency part of the buy to fill in the other half This is far better for sales than todayamp8217s pureefficiency buys which tend to achieve a reach of only half your market each week The TiVo Research TRA table also shows this for other broadcast prime networksLess obvious are the highrated programs in syndication These shows not only deliver high ratings they also generally do so on a MondayFriday everyday basis reliably providing twoday doubletap high reach Warner Bros is an interesting exampleamp160 The syndicator can put together an advertiser schedule that reaches over 18 million adults live on an average weekday And they let their advertisers schedule their own air datesAnd now there are also highrated programs in cable and even in OTTStreaming Originals Net net You need some highrated programs in your schedule even though they raise the average CPM ROI trumps CPM Take a look at the ROI results associated with highrated programs at the links in the next paragraphThis explains why TiVo ResearchTRA and Effective Marketing Management EMM have been consistently reporting higher ROI for broadcast prime and other highrated programmingThis metric is really a reflection of the need to cover shopping trips any day of the week by having primed as many of oneamp8217s True Purchaser prospects within 48 hours of the trip Iamp8217m sure Erwin agreesThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage management or associated bloggers

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The Missing Media Metric: Reach Velocity — Part 2

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Bill Harvey

We Are the Outliers - By Jack Myers

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The Missing Media Metric: Reach Velocity — Part 2

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Bill Harvey

We Are the Outliers - By Jack Myers

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