The first reach and frequency analyzer based on time-spent surveys, RFT expands the toolkit of channel planners and extends reach and frequency capability to custom and emerging markets
Pilot analysis of the U.S. presidential campaign using RFT shows why TV will be the battleground for independent and undecided voters
NEW YORK – A new capability from Telmar, the pioneer in media planning software, makes it possible for marketers to analyze reach and frequency across media channels using only time-spent surveys – foregoing such long, expensive processes as TV diary keeping, thumbing through magazine issues, and online behavioral tracking. The RFT (reach-frequency-time) methodology creates a powerful new utility for media planners and extends reach and frequency capability to custom and emerging market situations which lack the data that traditional processes require.
Advertising gets new utility and common denominator for global media planning #TelmarRFT time-based reach&frequency
“We’re solving a growing problem for marketers by improving planning capability around the world,” said Corey Panno, president of Telmar. “Telmar RFT covers a gap in audience analytics, where advertisers don’t have access to currency media data. Now marketers in Africa, Asia and South America can do accurate channel planning and media allocation. And marketers anywhere can do faster reach and frequency analysis that holds up to standards.”
As proof of concept, Telmar applied RFT to a 10-12 minute online survey (2,259 registered voters) on candidates in the 2016 Presidential election, then analyzed reach and frequency across 75 channels. Among the findings, Democrats will score on smartphones while Republicans friend on Facebook, and the battle for independents will be best waged on midday and late night TV. Clinton and Carson will fare better than Sanders and Trump at getting their online ads seen, because fewer of their adherents use ad blockers. And Hillary will find her fan base on LinkedIn and Instagram.
Going beyond gross channel planning measures like those listed above, RFT can also provide remarkable nuance fast. For example, the pilot study compared three options for buying 200 GRPs on TV Monday to Friday to reach Independent voters. Overall, running 100 GRPs 10 a.m.-3 p.m. and 100 GRPs 3 p.m.-5 p.m. would reach the fewest voters but most often, while running 200 GRPs in primetime would reach the most voters less often, and running 50 GRPs each in four time slots (6 a.m. – 10 p.m., 10 a.m. – 3 p.m., 3 p.m.-5 p.m., 11:30 p.m. – 2:30 a.m.) would reach slightly fewer voters a little less often.
For a candidate looking to reach Republican-leaning Independent voters, though, there’s greater reach and frequency in spreading ads across dayparts than concentrating ads in primetime. In this way, RFT allows marketers to optimize channels (in this case dayparts). This is the kind of critical information that has previously required far more extensive measurement.
“This is a giant step forward for brands in the age of global planning,” said Paul Gold, VP/Strategic Data Operations at Telmar. “Imagine if Coke found that its drinkers used their smartphones 20% less than Pepsi drinkers in a part of the world where no media planning data existed. That would have a huge impact on their ability to evaluate alternative media investments in the market. That’s what we saw when comparing the supporters of various candidates.”
Starting in January, Telmar will add RFT to its existing software system, and update a complete database including regional information several times a year. Clients will be able to run these analyses for brands and media alike, identifying natural relationships for co-marketing and sponsorship.
Telmar provides strategic targeting and media planning solutions to advertisers, agencies, media companies, and data suppliers. Over 25,000 users across 100 countries use Telmar systems to analyze thousands of consumer and media data sets to assess target markets, audience reach and frequency, and media performance. Data sets can be either syndicated data to which rightful access has been granted by the data supplier, or customers’ own proprietary data. Telmar provides data integration services which support fix fusion, ascription, and Telmar’s leading data integration technique: MultiBasingTM. Telmar’s platform of systems are cloud based with applications available via desktop browsers and iOS mobile. API web services are available for access to Telmar analytic engines to support customer custom needs.