ANALYSIS OF COMMERCIAL DATA (PLANNING)
For the planning of a radio campaign in Switzerland (and in neighbouring Liechtenstein) all (private) radio stations and their commercial combinations (pools) can be accessed. Radio planning is not focused on the specific commercial breaks as is TV planning. The planning entities are the hours holding commercial breaks. The planning basis in the Planning tool RadioControl is either every single hour between 0 and 24h or an average hour (6-18h). This gives the possibility for a quick first-stage planning to decide on the stations to select, before the decisions on single hours have to be made.
Ranking
With a ranking all possible hours are ranked. The analysis gives average figures over the single hours or average hours, which can be ranked after affinity, performance metrics or price-performance metrics.
Evaluation
The evaluation simulates a campaign before the commercial space is bought. Usually the evaluation is done with the single hours rather than the average hours. Coming from the ranking, the most interesting time slots (hours) are put together for a campaign. The important features of the evaluation are the build-up of the reach and the classes of contact (how many have at least 3 contacts, how many have 5 contacts with the commercial message?).
Campaign optimization
The optimization of the plan coming out of the evaluation can be done using different criteria. Here it is possible to increase the reach of the campaign or the OTH – or the decrease the cost of the campaign at the same performance by integrating cheaper commercial space. Further information on RadioControl Manager here or on the Internet.
If you haven’t found what you were looking for, maybe we can help. Please send us an Email, we will be glad to contact you and/or send you a quote.