TV Campaign Planning Considering the Overall Product Category

Our client once said, We have made our TV campaign plan for next year, revising our own past product results. Given this, we would like to know what plan, which should include several successful strategies for our product category, works best for us in terms of how much GRP we need to conduct per year and which flight pattern is most effective.This client has conducted TV CMs for multiple brands. At this time, we would like to show a case study done for this client, an optimum TV campaign plan to increase aided CM awareness of the whole product category.

Requirements for Yearly Plan to Achieve the Targeted CM Awareness Rate

First, we identified all aspects of the aided CM awareness of each brand in order to find the common points among the brands with higher awareness in the category. Observing their awareness rates through time, it became clear as below that the high-rated brands are always high and the low-rated brands are always low. (Image data below)

How can the high-rated brands maintain a high level? As the result of the verification of several aspects such as the patterns for conducting GRP, we found that the following four factors are common amongst the brands with high awareness rates. (Image data below)

For example, Brand A is a long seller, and maintains a high awareness rate because the manufacturer of this brand continuously conducts GRP. The Brand B manufacturer conducts a lot of GRP per year but on a short-term basis, so the Brand B awareness rate cannot increase. The Brand C manufacturer also conducts a large amount of GRP per year but C is a recently launched brand; thus, its awareness rate is still low.

In addition, these regression models in the scatter diagrams provide us with the criteria to make a plan such as "Achieving the targeted awareness rate, XX% in this category, requires over XX GRP over a period of one year and should be conducted for over XX weeks during the year."

The period of years after launch and the factor of the creative are given among the four conditions above; the other two conditions being the requirements for the yearly plan to achieve the targeted CM awareness rate as results of the analyses, are as follows:

1. Conducting over XX GRP in one year
2. Conducting for over XX weeks during the year (including non-campaign periods)

Requirements for a Campaign to Achieve the Targeted CM Awareness Rate

The next step is to analyze and obtain the requirements for a campaign.
In this category, how much GRP and which flight pattern should be conducted for the greatest awareness rate increase in a campaign is the question. We utilized the method introduced in "Specification of So-called Flight Patterns" previously. Based on these, we specified the requirements for a campaign to achieve the targeted awareness rate as below.

3. Conducting over XX GRP in a campaign period
4. Setting up a campaign period for XX - XX weeks
5. Utilizing the flight pattern
   

Suggestions for an Optimum Media Plan

The last step is to make an optimum media plan for the next year, considering the above five conditions and the timing for TV campaigns based on the following year marketing plan. When considering condition 2, Conducting CMs even during non-campaign periods we suggest a plan which includes programs making good, effective use of a limited budget. (Image data below)

The aforementioned plan is the ideal plan for achieving the targeted awareness rate. We also made practical suggestions with a view to maintaining as much of the effectiveness of the above plan as possible, but at less expense.

Conclusion

This time, we extracted several requirements for achieving a high rate of aided CM awareness by verifying all brands in the category, and we finally recommend an optimum media plan meeting those requirements.
In actuality, multiple categories were the object of this analysis. Since GRP, flight pattern, and the degree of GRP contribution to the awareness rate differ from category to category, we made different plans on a category-by-category basis. Moreover, the aim of these plans was to achieve a high aided CM awareness rate. If you need a plan to achieve high unaided CM awareness or brand awareness, the plan content should be different from these plans. Making the best plan to achieve each aim enables you to achieve greater effectiveness within a limited budget.

Written by Masami Ota / Senior Analyst

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