Thursday, May 31, 2007

Prediction and Media Planning

I had an interesting conversation about 2 weeks ago with my favorite cable rep, Pat. He pulled some rankers of the top cable shows from the past year so we could cherry-pick some good programs for a client of mine. Typically, I don't do this so much for cable b/c the individual ratings are so much lower and I tend to buy based on network rather than program (which is the opposite for broadcast TV).

We got to talking about shows that were doing exceptionally well - Psych (which I knew was gonna rock), The Colbert Report and Beauty and the Geek, for example. And of course, the issue of ratings - and how reliable they are - came up. Both of us questioned how programs like TLC's What Not To Wear and National Geographic's Dog Whisperer had low rank among the ratings. We know they have an audience. It's true. They are out there. And these are the shows that I want to buy b/c I think they will do well. But how do media planners and buyers present that to a client? Besides telling them, "There's a ton of buzz about this program. I think we should get in b/c the rate is low. But technically, it is inefficient b/c the rating is so low and it pushes up the CPP?" I've found that some clients either love this way of planning - or - they just want to see efficient buys with the lowest CPP and programming that is familiar to them.

"Which TV shows will she buy?" wonders hottie James Roday

I know national advertisers get to play in the up-fronts and that involves prediction and confidence, but what about all the rest of us?

My point is that I was never taught to use prediction in planning for television. It's always a historical thing. Look at past ratings. Don't let the reps give you estimates. But it's something I have come to enjoy. It's fun to read Television Week and learn about new programs or to channel surf on Saturday afternoon and find an awesome new show on some random network. It's like digging for gold and finding it. Lately, I've been watching an incredible amount of TV - especially cable and I love feeling knowledgeable about it. It can really give an edge during negotiations.

I know, I know. I'm not supposed to love TV. I'm supposed to love YouTube and Facebook and Twitter and I'm supposed to have TiVo. Next thing you know, I'll start reading newspapers (gasp!). But you know, I am a fan of TV and even though the way we consume is starting to change, I don't think it's going anywhere. And I really hope there is a shift to more prediction-based buys on the local level.

Thursday, May 24, 2007

I'm no housewife...

but this wine is so cool! I want! Oh, read the back label below too :)

Mad Housewife Wine

Thursday, May 17, 2007

Breaking Up with Advertising

I love this!

Tuesday, May 15, 2007

Miami Road Rage? No Way!

Had a good laugh about this article on this morning. Miami is my hometown and I always insist that my driving is so good for a reason - I had crazies all around me! I feared for my life! But seriously, this is year 2 that Miami has been awarded the title of "worst road rage" and if you've ever had the pleasure of driving through, you'd know the title is well deserved. I can't remember which comedian said it, but it's one of my favorite jokes: "drivers in Miami are simply following the driving laws of the country they are from."

So remember to buckle up. And not just for safety, but also because cops are out ticketing unbuckled motorists (sorry, shameless client plug).

Monday, May 14, 2007

do you write good?

If so, we want you! We're looking for a few freelance copywriters that can pick up the slack over here. If you can write well and creatively, email me at mmarts at kidd dot com.

Friday, May 11, 2007

Nielsen Rant Cont.

Ok, so I found out from my Nielsen rep that they don't always know which markets they will include for African American and Hispanic ratings. This is because it all depends on how many survey participants they secure for each market. Some markets are givens for certain demos (ex. Miami for Hispanic ratings) but some aren't. I understand this, but what a pain. Definitely makes it difficult to plan campaigns targeting minority audiences.

You know, I'm so over trying to plan using GRPs and base demos and projected ratings. It's such a stupid system. I end up having to make all these beautiful media plans with perfect GRP distribution and wonderful placement and great rotation. Then the post comes along and look, this show didn't do as well. Or that show did way better. Sometimes I wonder what the point is to all the planning? It's all going to be changed anyway.

But I don't know how to improve it and it seems that's all we've got. BLAH!

Thursday, May 10, 2007

Mommy Slogans

My Mental Floss email update came with this fun little game:

Can you identify these 5 mom-related advertising slogans?

1. Choosy moms choose...
2. It's not nice to fool Mother Nature.
3. Mama mia, that's a spicy meatball!
4. Kid-tested, mother approved.
5. Recommended by Dr. Mom.

My answers -
1. Jif
2. ?
3. ?
4. Kix
5. Robitussin

The actual answers:
1. Jif
2. Chiffon Margarine
3. Alka Seltzer
4. Kix
5. Robitussin

Well, I'm 3 for 5! Yay for moms! :)

Wednesday, May 09, 2007

Very Onion-esque

Just got this press release from our PR team:


(Tallahassee, FL) Representatives from Kidd PR announce today that the have launched the first, “Soap Buffet” in the United States. This buffet features a variety of soap options to visitors, clients and employees alike.

“We are always looking for innovative ways to attract the very best talent,” said Tom Derzypolski, Managing Director of Kidd PR. “A comprehensive study by Rodriguez Group showed that the number one frustration among employees is lack of choice when it comes to hand soap in the restroom. We are prepared to do whatever it takes to ensure out people are satisfied.”

Since the launch, sick-days due to cold and flu have decreased 72% saving the company nearly $52,000 in the first six months alone. In addition, employee insurance expenses have decreased 47% resulting in lower healthcare costs for the organization.

“With the additional choice and substantial savings this may be the most incredible benefit anyone has ever thought of,” said Kelly Robertson, mail room clerk. “It’s wonderful working for an innovator like Jerry Kidd. He is clearly committed to the well-being of his employees.”

Nielsen Rant

So I'm doing some planning for a multi-market campaign and our agency doesn't subscribe to the Nielsen data for some of those markets. All I need to know is whether or not those markets measure African American and Hispanic audiences. Is this info anywhere on their site? NO! Does Arbirton list this info? YES! In fact, Arbitron has tons of free reports to help plan media campaigns. Nielsen has nothing like that. You have to pay to get a zip code report or a DMA map. That is ridiculous! Way to make it that much harder for me. It's not like that info is worth money anyway - at least not in the same way the actual ratings determine how ad dollars are spent. I'm just so frustrated that I had to vent. And now I have to call them and find out. Which means I'll probably be on the phone for 30 min asking for something that should be really easy to figure out.

If anyone has a resource that can help me with this, please send it my way. Thanks!

Thursday, May 03, 2007

out of blog reply

No posts for a little bit. I'm taking a breather and hitting the beach for a long weekend. Craziness will resume once I get back. In the meantime - read some old posts ;)