The media owners generally provide this to you or the media agency. They will be able to tell you or the media agency the size, demographics and behaviours that can be expected from the audience of that media.
Media companies will also likely be able to provide information about levels of competitor spends as Share of Voice data is often made available across media advertisers.
But beyond pure size numbers, the media insights should also include richer data. Data about the context of where and when the media will be consumed. It should reference the relevance of the media channel to the brand identity and advertising message.
Media planning timing example
For example, is there any relevance to the time when the ad will be seen?
Let’s say for example, your product is food-related. If it’s a healthier product, it’s probably best to look for media that targets the beginning of the day. People tend to eat more healthily at the start of the day.
But if it’s more of an indulgent product, it’s probably best to look for media that targets the end of the day. People consumer more indulgent products as a ‘reward’ after a tough day.
The timing could also relate to the day of the week or the time of the year. Do you want to target the typical ‘big’ grocery shops on the weekend? Or the smaller ‘top up’ shops during the week? Do you target special events like Christmas and Easter when people are more likely to be not at work?
Your media agency should be able to bring you insights about typical consumer and competitor behaviour patterns at these particular times.
Media planning cost consideration
Allied to this timing will be considerations around media costs. When advertising is in high demand such as evening TV shows, major sporting events or seasonal events, the cost of that advertising placement goes up. So, it’s part of the media proposal to balance the audience reach with the cost of reaching that audience.
For example, is it better to have one big reach media placement that sucks up a large part of your budget? Or a series of smaller reach media placements that build over time?
Your media agency also have a role to play in the performance measurement part of the advertising development process. What data about the media performance can they bring you? This might be views or impressions from broadcast data. Or more specific interactions like clicks and purchases from narrowcast and mono cast channels.