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MediaStar User Manual - espri data management

1. Fa a Analysis Daily Station Reach Weekday by Region 2 MediaStar EEG Home Advanced Appearance Graphs Document Information j ai Bar g Flip 7 t Rank 25 Compare With n 9 dnd U Display Only These Items gj Stacked Bar Nest Unnest Show Significance p Li Hide These Items ae San f Line Switch d Sup e Base 86 Decimal Places 0 7 E Display All tems __ GoTo _ Graphs Layout Data Show Me _ 5 Hiding kd ed PB pl Ps Table Daily Station Reach Weekday by Region Database JNLR January December 2013 Basic Weekday 12 mth wt Base All Adults Coloured by Significant Di Autobase Off and Weekday Daily Station Reach Weekday Percentages Universe Estimate All Adults Region Dublin National Daily Station Reach Weekday Total Co Dublin Co Cork yii PE euro srk joies a Multi City muter amp Cork Total Weekday 3593 1013 413 1251 2167 392 416 571 681 2 100 Row 100 28 11 35 60 11 12 16 19 58 Unweighted Numbers 12 032 2 947 987 3 666 8 098 1 679 1 658 2 385 1 897 6 078 RTE Radio 1 24 28 23 28 22 21 21 22 21 26 RTE 2FM 11 7 10 8 13 12 15 12 13 10 RTE Lyric FM 926 496 5 5 5 2 3 3 2 2 5 Today FM 13 8 17 10 14 15 15 15 14 13 Newstalk 9 13 9 12 7 7 7 7 7 11 RTE Raidio Na Gaeltachta 1 0 1 0 1 0 1 3 0 1 Beat 102 103FM 926 396 0 0 0 4 23 0 0 0 0 Spi
2. 14 cells in 2 dimensions Projected Averages Press Clear all these selections Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 I wantto do a planning rn a K a media analysis schedule coverage amp frequency analysis package run Expand the STATION PLANNING list press the which isthe last of the five main headings you see on the left of the Select Screen Fe Select Ej MediaStar Tasks v List v 4 Data v 3 Analysis v aea xX e a B Ta Eolders 4 x Clear All 39 KEY AUDIENCES 4 8 DEMOGRAPHICS 5 88 SPECIAL INTEREST GROUPS 5 8 RADIO MEASURES 5 89 STATION PLANNING Close 0 cells in 0 dimensions Projected Averages All National Regional amp Dublin amp Cork stations are here aswell aseach individual Home Local Station plus sales house offerings from IRS UTV Radio Sales Media Central and the station Communicorp 6 station group There are two versionsof the run of week foreach station orsales house grouping Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 Whats TAP amp Prime TAP amp Prime allows quick la ydown of a week s spots for the chosen station or stationsfora Prime Time package ora TAP Total Audience Package foreach of Weekday Saturday amp Sunday e g a 14 spot package would have 10 spots M F 2 on Saturday and 2
3. Calculate the plan K Net Reach To do this press Net Reach top left of your screen just underthe Home tab I have laid down a standard 14 spot Prime Time package against each station and this what the screen looks like afterthe Net Reach button hasbeen pressed to calculate the plan Fs N r 1 Media Analysis Analysis V Media Analysis M MediaStar 7E sm 1 till Home Settings Document l l l a gt 0 S e t j Taf Net Reach Target Ms Summary View E Display Only These Items n Ed Insert Heading KC Restore Optimise Plan Summary Report O Hide These Items ippr sito oe fa Frequency Levels cage Optimisation Options Display All Items bz Weeks 1 Freeze Panes Go To Reach amp Frequency Optimise View Hiding Table Media Plan 1 Database JNLR April 2014 March 2015 Basic 7 day 12 mth wt Base Housekeeper KEY AUDIENCES Rate Card None Sample Size 11860 Title Weights None Universe Estimate All Adults 2568 Response Function None 1 Week Target Stations cesa Each Total GRPs Audience oe n T z Reach Summan 451 44643 25 000 00 155 1 159 3 968 6 30 RT Radio 1 Weekday Pme 0700 1900 10 5 6 6 2 0 00 0 00 62 160 1 602 0 00 RT Radio 1 Saturday Prime 0700 1900 2 43 49 0 00 0 00 10 125 250 0 00 RT Radio 1 Sunday Prime 0700 1900 2 3 8 42 0 00 0 00 8 107 214 0 00 RT 2fm Weekday Prime 0700 1900 10 18 19
4. JNLR January December 2013 Basic Weekday 12 mth wt Base All Adults Autobase Off and Weekday DEMOGRAPHICS Percentages Universe Estimate All Adults RTE Lyric FM DEMOGRAPHICS RTE 2FM Sex Total 3 533 849 394 127 461 315 30 Row 3 100 2455 11 4 13 956 196 Unweighted Numbers 12 032 2 770 1 343 403 1 586 1 006 94 Male E 4055 5256 4155 4755 56 67 60 Female Jo 51 4855 59 33 4455 3336 40 Age Groups Total 3 593 840 384 127 461 315 30 Row 3 100 2455 11 455 13 956 1 Unweighted Numbers 12 032 2 770 1 343 403 1 586 1 006 94 15 19 E 876 196 5 1 3 2576 T 20 24 E T 1 g 225 T 376 496 25 34 Jo 2056 7356 2856 926 3356 1955 6 35 44 7b 2056 15 2670 21 31 2156 16 45 54 E 1756 2056 2056 2056 18 2356 11 55 64 7b 1356 23325 T 2056 6 13 3276 65 2b 16 3256 455 2855 276 1355 2556 The orange figureson the male female split of RnaG listeners showsthere is some significance but asthe sample is small it s orange not green The formal definition of how Significant Difference is calculated in MediaStarcan be found here Glossary Significant Difference Significant differences are by default compared to the Total column as a reference In other words the numbers are coloured depending on how significantly different they are from the numbers in the total column The default colour scheme is based on traffic light colour codes red numbers show little significant differe
5. And De analysis You can drag and drop yourselections double click on Select the selections or use the ENTER key Universe Thisisthe result of applying a population weight to the sample Estimate representing all people aged 15 and overin the 26 counties of Ireland Shown in 000s e g 1 053 21 053 000 This is ca med out automatically by Media Star Universe estimates are changed from time to time to reflect most up to date CSO figures Effect of Changesto audience 000s will be evident when the universe Universe estimate has changed although the percentages proportions Estimate may have only changed fractionally from book to book or year to changes year Station Planning Glossary Reach Expressesthe estimated percentage of people who will heara spot placed in a particular station timebloc k Frequency How often that plan will be heard on average by a listener matching the audience criteria once the spots have been defined Also called O TH opportunitiesto hear The graph produced showsthe percentage of people likely to hear that plan atleast once 1 2 3 etc and shows an average frequency This all helps to assessthe effectiveness of the plan There is no feature in MediaStarthat allows you to reverse engineer the model and askforan Average Frequency of 4 7 for selected audience and stations Optimisation A powerful tool which curently is not used by many MediaStar subscnbers as it requires spot costs for all st
6. 0 00 0 00 19 49 488 0 00 RTE 2fm Saturday Prime 0700 1900 2 11 12 0 00 0 00 2 31 62 0 00 RT 2fm Sunday Prime 0700 1900 2 0 9 09 0 00 0 00 2 24 48 0 00 Today FM Weekday Prime 0700 1900 10 22 23 000 0 00 23 58 585 0 00 Today FM Saturday Prime 0700 1900 2 15 1 6 0 00 0 00 3 40 80 0 00 Today FM Sunday Prime 0700 1900 2 11 12 0 00 0 00 2 30 60 0 00 Newstalk Weekday Prime 0700 1900 10 17 18 0 00 0 00 18 46 463 0 00 Newstalk Saturday Prime 0700 1900 2 11 12 0 00 0 00 2 32 64 0 00 Newstalk Sunday Prime 0700 1900 2 0 9 1 0 0 00 0 00 2 26 52 0 00 Cumulative Frequency Distribution Average Freq 3 4 1 2 3 4 5 6 7 8 a 10 Row l Coli Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 Once you have calculated the plan a variety of other options is available from the nbbon toolbar Rank LE Cu po E Insert Heading Lem ua afa FEWER Freeze Panes ie Table tab Ranking click on Target Group Reach and then the Rank button to show the most popular programmes times of day in order click on Audience 000s and do the same thing to get the largest audiences Suppress Zeros use thisto hide the rows programmes or dayparts that don t contain spots makes it easierto see what you are doing and fora tidier page when you print orcopy fora client proposal Weeks calculatesthe plan acrossthe
7. 2 dimensions Projected Averages Pressthe Plan button bottom right and the initial selection will run note red progress bar at bottom left of the display then you will see the Media Analysis screen like this This plan is Showing no spots yet and therefere Tio results Document S Target 0 V Summary View Q Optimise Plan Summary Report Hi Hide These Items Optimisation Options E Display All Items Hii KY suppress Zeros Table 0 000 0 00 0 0 0 RTE Radio 1 Weekday Prime 0700 1900 0 56 62 00 000 0 160 0 0 00 RTE Radio 1 Saturday Prime 0700 1900 0 43 49 0 00 000 0 125 0 0 00 RT Radio 1 Sunday Prime 0700 1900 0 38 42 000 000 0 107 0 0 00 RTE Radio 1 Weekday TAP 0700 Midnight 0 41 46 00 000 0 118 0 0 00 RTE Radio 1 Saturday TAP 0700 Midnight 0 32 36 00 000 0 93 0 0 00 RT Radio 1 Sunday TAP 0700 Midnight 0 28 31 000 000 0 79 0 0 00 RT 2fm Weekday Prime 0700 1900 0 18 19 00 000 0 49 0 0 00 a RTE 2fm Saturday Prime 0700 1900 0 11 12 000 000 0 a 0 0 00 RT 2fm Sunday Prime 0700 1900 0 09 09 00 0 00 0 24 0 0 00 RT 2fm Weekday TAP 0700 Midnight 0 13 14 00 000 0 36 0 0 00 RT 2fm Saturday TAP 0700 Midnight 0 08 09 00 0 00 0 23 0 0 00 RT 2fm Sunday TAP 0700 Midnight 0 07 07 00 0 00 0 18 0 0 00 Today
8. 5 8 a 32 6 9 7 9 26 Weekday 1900 2000 18 2 4 2 12 1 2 4 4 9 11 1 2 1 8 2 1 3 2 5 4 1 1 1 2 0 0 0 1 2 Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 Showing that for instance the 0900 1100 show on 2FM ha 102 000 listeners 10 000 in Dublin 43 000 in areasoutside Dublin amp Cork etc The last section under QUARTER HOURS doesthe same thing on an hourby hour basis as well asforthe main daypartsthat are also used in the Share tables like this which showsthe total number in 0003 listening to Any Radio acrossthe day and within each hour From 0700 1900 Prime Time there are 958 people listening atany one time The peak of listening to radio in the ay occursbetween 10 and 11 on weekday momings with 1 317 000 people on average listening at any point in that hour s Home pear A j gba If Fip gj Stacked Bar E Nest Unnest f Line F switch GoTo Graphs Layout Qe l5 4 P p b e eee T amp is Table Average Qr Hrs Any Radio by Region Average Qr Hrs Any Radio Measures Database JNLR January December 2013 Basic Weekday 12 mth wt x Average Or Hrs Any Radio by Region Average Qr Hrs Any Radio Measures MediaStar EXE Graph Base All Adults Coloured by Significant Differ Universe Estimate All Adults Region Dublin National Average Qr Hrs Any Radio Total Co Cork pg Aged pos
9. 7 Tasks List 52 Data v 3 Analysis 4 Si etes J Shrink JNLR January December 2013 Basic 7 day 12 mth G E DEMOGRAPHICS eg SAMPLE DETAILS ER RACES H A Region iPS TAP amp Prime RTE 2fm PS Franchise Area gm TAP amp Prime FM104 PS Province m m TAP amp Prime Dublin s 98FM PS Urban Rural tM TAP amp Prime Q102 Pm Sex H B TAP amp Prime Spin 1038 PS Status PS Housekeeper PS Women PS Actual Age B Age Groups E 15 19 1204 8 E 20 24 1355 8 E 25 34 3356 20 B L F 45 54 2416 15 O 55 64 2346 14 i O 65 2499 15 H 5 Age Profiles 4 9 Social Class Household J M Social Groups Household i PS Personal Employment Status H 5 Chief Income Earner J B Education g GPS Region ia Co Dublin LE Female 210 cells in 2 dimensions Projected Averages Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 How do I analyse radio listening data to replicate figures from the book create station profiles or just delve deeper e Try this expand the DEMOGRAPHICS section and double click REGION By default it will become the across part of the table e Expand press the RADIO MEASURES section then WEEKDAY REACH SHARE amp QrHrthen LISTENED YESTERDAY and you will see Daily Station Reach Weekday Double click to add to the selections in the right hand pane e Pressthe Run button bottom right You ll get something like this
10. Adults Daily Station Reach Weekday Total Weekday Row 96 Unweighted Numbers RTE Radio 1 RTE 2FM RTE Lyric FM Today FM Newstalk i Database JNLR January December 2013 Basic Daily Station Reach Weekday Percentages 3 593 100 12 032 13 9 able Timeblock Reach M F RTE Radio 1 by Daily Stati Database JNLR January December 2013 Basic Week Base All Adults Autobase Off and Weekday Timeblock Reach M F RTE Radio 1 Percentages Universe Estimate All Adults Daily Station Reach Weekday Timeblock Reach M F RTE Radio 1 Row Unweighted Numbers 2 770 0530 0700 44 5 0700 0900 449 53 0900 1000 324 38 1000 1200 327 38 1200 1300 230 27 1300 1345 349 41 1345 1500 399 47 1500 1630 219 26 1630 1900 242 29 1900 2000 22 3 2000 2200 26 3 2200 2300 15 2 2300 0200 28 3 l Reach 000s amp percentage of listeners to RTE Radio 1 849 000 24 2 Reach of the various shows programmes on Radio 1 e g 0700 0900 Moming Ireland has 449 000 listeners and the highest percentage of that station s listeners tuning in to that show 5396 3 AQH oraverage number of listeners in each quarter hour for the various shows which interestingly enough showsthat although Moming Ireland hasa higher reach the 0900 1000 hasa a higher AQH of 282 asagainst 256 W
11. Items gjj Stacked Bar Nest Unnest EH Hide These Items Select Graph rs j Line Switch amp gt m B Display All Items GoTo Graphs layout Data Show Me m Hiding Table Region by Daily St Database JNLR January December 2013 Basic Weekday 12 mth wt Base All Adults Coloured by Significant Differences Autobase Off and Weekday Region Percentages Universe Estimate All Adults Daily Station Reach Weekday RTER Region Rot RTE 2FM iw TodayFM Newstalk N Gaelt 849 394 127 461 315 Row 96 100 24 11 4 13 9 Unweighted Numbers 12 032 2 770 1 343 403 1 586 1 006 Co Dublin A 28 34 18 43 18 41 Co Cork 11 11 11 15 15 11 Dublin City amp Commuter 35 41 26 49 26 49 National Excl Dublin amp Cork 9 6 60 55 71 42 68 48 South East Region 11 10 12 12 8 South West Region 12 10 16 10 14 9 North West Region 16 15 17 10 18 13 North East Region 19 16 22 10 20 16 Multi City 58 64 53 75 57 71 How do I create a station or programme profile e Open out the Radio Measures Weekday section press until you get to Timeblocks e Select double click on the station name the whole thing not just one program you are interested in Forthisexample I have chosen 2FM e Collapse press the Radio Measuressection and open out Demographics e Selectthe following double click eitheron the name oron the
12. Today FM 13 8 17 10 14 Newstalk 9 13 9 12 756 The legend at the bottom of the screen reads _ Ref 2998 29530 290 59 9070 We have set the highly significant level at 99 due to the very large sample which makes it a more stringent test If you don t see colours then click on the Show significance button The colours show usresultsthat are outside the norm and are therefore potentially interesting To explain in simple non statistic ian terms the blue column called the reference column isthe one that isused asa reference point The green numbers show results that are different higherorlower when compared with that blue column So here the table shows us that 24 of people overall listened to RTE Radio 1 yesterday In the Dublin region the percentage of people listening is 2896 coloured in green to draw our attention to the fact that it s enough of a difference to be counted as statistically different in this case higher You can also see that 22 of people living in the areas outside Dublin amp Cork listened to the same station This is Espri DMC analysis insights strategies WWwW espri ie 087 2256562 01 2841005 also significantly different but lowerthan the average shown in the total column You can see that there is plenty of regional variation in listening pattems You may find interesting differences in profile across stations as here able DEMOGRAPHICS by Daily Station Reach Weekday Database
13. multiplied by 15 to calculate share and minutes listened Reach Here is where you will find the full list of axes relating to quarter hour reach usually displayed in 000s on a station by station basis If you want to track the number of people tuning in throughout the day thisis where you look Me D 0 CN j Ej MediaStar 7 Tasks List 44 Data 3f Analysis lx E F2 433 Folders Shrink _ Clear All J3 JNLR January December 2013 Basic H B KEY AUDIENCES m e DEMOGRAPHICS cap SPECIAL INTEREST GROUPS El o RADIO MEASURES a D WEEKDAY REACH SHARE amp QR HR pl LISTENED YESTERDAY op TIMEBLOCKS Weekday ES 7 SHARE Weekday Ee QUARTER HOURS Weekday H E REACH IN EACH QUARTER HOUR Weekday ae AVERAGE 1 4 hr AUDIENCE PER TIMEBLOCK Weekday H B AVERAGE AUDIENCE IN EACH HOUR Weekday What is AQH and how do look at Average Quarter Hour tables The next section Average 74 Hr Audience per Timeblock looks at the average audiences per programme timeblock and on an hour by hour basis plusthe same time segmentsthat are shown in the Share tables including 0700 1900 PT Prime time and 0700 2400 TAP Total Audience Package They can be run with a cross break an across question 1 Fora Weekday AQH table first pick a cross break say Region from the Demographics section 2 Then expand the RADIO MEASURES section then WEEKDAY REACH SHARE Qr HOURS then QUARTER HOURS Weekday then AVERA
14. number of weeks you specify for the campaign Insert Heading allows you to add to some text describing the Campaign Freeze Panes does what it says based on curent selection E Summary View Plan Summary Report View T tab Summary View contribution of each station in the plan to the overall result plan summary report when you have more than one run done in the current session and wantto see which is most suitable Increase number of weeks to reflect campaign duration here oo A a ee AER Media Analysis Media Analysisl MediaStar Home Settings Document 0 f i i bs l Net Reach Target Summary View H Display Only These Items gt Ed Inc heading K Restore Q Optimise Plan Summary Report LH Hide These Items ippres i Select Xn 1 es is Frequency Levels ee Optimisation Options O Display All Items bz Weeks 3 2 Rl Heere Funes Go To Reach amp Frequency Optimise View Hiding Table bd a FB x0jos Media Plan Database JNLR April 2014 March 2015 Basic 7 day 12 mth wt Base Housekeeper KEY AUDIENCES Rate C Sample Size 11860 Title Weig Universe Estimate All Adults 2568 Response Funct 3 Weeks ToU Target Stations Spots dicia Group Each Total GRPs Audience ine MT on Reach Impacts Impacts oc Reach Summary 65 1 67 6 446 43 75 000 00 464 1 736 11 903 6 30 Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 What do the numbe
15. on Sunday What if wantto place spots in particular shows at specific times of day Each station s full schedule list of programmes shows are shown further down the Station Planning list This meansthat forinstance RTE Radio 1 can be evaluated for Reach amp Frequency using TAP amp Prime RTE Radio 1 orin more detail on a show by show basis using the axisfurther down the Station Planning List called simply RTE Radiol Note that the showsare not shown with their namesor presenters namesas not all shows run every weekday at the same time in the same format You can select double click as many of these as you need to run your plan The planning module works by taking a set of inputs forthe FIRST week in your campaign so you must REMEMBER to divide your TO TAL BUDGET and your TOTAL SPOTS by the numberof campaign weeks If you re in a humy and can find an Audience that suits your purpose in KEY AUDIENC ES select this only one oradd yourown audience definition s These can be built up from a combination of different items from different questions and is Covered a little later in this document see Define Target Audience l ve selected Housekeeper from the KEY AUDIENCES section at the top of the database Go back down to the expanded STATION PLANNING section and choose your stations Your Select screen should look like this reflecting a plan that will coverthe national stations RTE Radio 1 2FM Today FM and Newstalk forth
16. to Radio 1 in Cork the percentage of listeners to the same station is 23 In the Row you will find that 11 of the population lives in Co Cork that is 11 of the 3 593 000 The unweighted number row shows how many people were interviewed in the column category So here there were 987 people interviewed in Cork which becomes 413 000 when the Universe Estimate is applied You very easily toggle between numbers amp percentages using the Show Me tab or show both at the same time Decimal point precision can be increased if required Whatcan I leam from the Significant Difference indicators colours E EE Daily Station Reach Weekday by Region OIAM Home Advanced Appearance Graphs Document Information 4 ul Bar Trip X Rank af Compare with gl Stacked Bar ee Show Significance saci seed Graph A tine t A Suppress Zeros ta Base a Go To Graphs Layout Dat Hugs Table Daily Station Reach Week Database JNLR January December 2013 Basic Weekday 12 mth wt Base All Adults Autobase Off and Weekday Daily Station Reach Weekday Percentages Universe Estimate All Adults Region Dublin National Daily Station Reach Weekday Total Co Dublin Co Cork ys dies muter amp Cork Total Weekday 3 593 1 013 413 1 251 2167 Row 96 100 28 11 35 60 Unweighted Numbers 12 032 2 947 987 3 666 8 098 RTE Radio 1 u a 23 28 22 42 0 RTE 2FM 11 796 10 8 13 RTE Lyric FM 4 5 5 5 2
17. 2 111 Row 100 0 4 4 4 2 3 3 Unweighted Numbers 12 032 37 452 515 446 278 412 377 Housekeeper Shopper M or F 2 301 10 97 118 105 60 90 80 5 63 83 67 38 57 47 861 5 58 n 58 33 48 a Total 3 593 12 136 152 134 80 122 111 Row 100 0 4 4 4 2 3 3 Unweighted Numbers 12 032 37 452 515 446 278 412 377 276 0 6 1 2 5 7 228 264 0 9 10 12 7 10 10 C 712 6 45 3 a 23 36 40 Ee 706 4 a 46 39 20 33 28 595 2 26 38 a 17 23 18 55 64 474 0 6 14 12 6 9 6 E 566 0 7 7 3 4 2 Total 3 593 12 136 152 134 80 122 111 Row 100 0 4 4 4 2 3 3 Unweighted Numbers 12 032 37 452 515 446 278 412 377 1 480 5 74 68 57 34 56 59 PCE 1877 7 56 76 70 42 58 44 FR 236 0 6 8 7 4 7 8 Activefarmer 0 139 0 2 5 4 4 3 Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 Then if you click on the top of the Total column press and hold the Ctr key and click on the top of the 0900 11 00 column when those 2 columns are highlighted dark d Bar gj Stacked Bar P Line blue pressthe Bar icon on the Graphstab know that doesn t look Sf Series du Points My Swap great but if you find the Swap button and pressit swapping the axes you will see a chart profiling the Ryan Tubridy Show compared with All Adults listening to 2FM alysis DEMOGRAPHICS by Timeblock Reach M F RTE 2fm MediaStar emm SA Home Advanced Appearance Graphs Bar Graph Document Info
18. Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 Glossary Qe ele Pp differences are by default compared to the Total column as a reference In other words the numbers are coloured depending on how significantly different they are from the numbers in the total column The default colour scheme is based on traffic light colour codes red numbers show little significant differencel green numbers show the most significant difference As with traffic lights red means stop so these numbers are unlikely to be significantly different green means go and so these numbers are most likely to be significantly different How Are Suite Differences Calculated Chi squared tests are used for comparisons of counts and t tests are used for comparisons of continuous variables averages or values such as volume data for market share All tests are two tailed For testing differences in proportions the test is equivalent to a Z test on proportions The Chi squared tests are all corrected for continuity using Cochran s formula All the tests are correctly calculated on weighted data even when the database is weighted to some target other than the true sample size say total population Eson DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 otf i Stacked Bar IE Nest ES Graph a Saite Pj Fip ia er eime Base All Adults Autobase Off and Weekday Universe Estimate All
19. FM Weekday Prime 0700 1900 0 22 23 000 0 00 0 58 0 0 00 Today FM Saturday Prime 0700 1900 0 15 16 0 00 0 00 0 40 0 0 00 Today FM Sunday Prime 0700 1900 0 11 12 00 000 0 30 0 0 00 Today FM Weekday TAP 0700 Midnight 0 16 17 000 0 00 0 44 0 0 00 Today FM Saturday TAP 0700 Midnight 0 11 12 0 00 0 00 0 30 0 0 00 Today FM Sunday TAP 0700 Midnight 0 08 09 00 0 00 0 23 0 0 00 Newstalk Weekday Prime 0700 1900 0 17 18 00 0 00 0 46 0 0 00 Newstalk Saturday Prime 0700 1900 0 11 12 00 000 0 32 0 0 00 Newstalk Sunday Prime 0700 1900 0 09 10 00 0 00 0 26 0 0 00 1 Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 You may see a lot more columnsthan are showing in this example Atthe very least you must show Spots Target Group Reach amp Audience From the wide selection available you can hide the ones you don t want by highlighting a column and pressing Hide item in the Hiding item on ome ribbon Al Display Only Thes lil Hide These Items UL Display All Items Hiding Next you need to add spots for week one Put in an optional total package cost for one week in the white cell under Total Remember divide total package value and the numberof spots by numberof weeks Altemately you may use spot ratesand entera value in the each column against each day part or programme slot you have selected
20. GE Y4 Hour Audience per Timeblock see pop up fora description of the contents 3 Click on Avg Timeblock RTE 2fm to highlight it 4 Don texpand this title although you feel you should just double click on the little 2 page icon beside it to select Like this Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 Ej MediaStar 7 Tasks List 4A Data 7 Analysis v e m e x Clear Al Shrink B j INLR January December 2013 Basic Wee jug AVERAGE 1 4 hr AUDIENCE PER TIMEBLOCK Weekc m He Avg Timeblock RTE Radio 1 m B Region e Avg Timeblock RTE 2FM PES Avg Timeblock RTE 2FM mE Avg Timeblock RTE lyric fm eum Measures Fl Avg Timeblock RTE RnaG a Fl AvgTimeblock Today FM sen Fi Avg Timeblock Newstalk Fl Avg Timeblock Beat 102 103FM Fl Avg Timeblock Spin South West Fi Avg Timeblock iRadio NW Fl Avg Timeblock iRadio NE Fl Avg Timeblock Classic Hits 4FM Fl Avg Timeblock Radio Nova B Avg Timeblock FM104 Fi Avg Timeblock Dublin s 98FM Fi Avg Timeblock Q102 Fl Avg Timeblock Sunshine 1068 Fi Avg Timeblock Spin 1038 Fi Avg Timeblock Phantom 1052 Fl Avg Timeblock Cork s Red FM Fl Avg Timeblock Cork s 96 amp C103 Fi Avg Timeblock Cork s 96 Fl Avg Timeblock C103 n E Avg Timeblock Home Local 5 m Run Close k 240 cells in 3 dimensions Projected Averages Press the Run button
21. J NLR in MediaStar a guide media star Revised J uly 2015 There isa Glossary of Tems at the end of this document Start here Open the program by double clicking on the MediaStaricon on yourdesktop This is what you will see The Select Screen Hec ECT MediaStar Tasks List 41 Data F Analysis Lr Bud your analysis here The title of the database you see in the Select Screen should reflect the most recently available published data April 2014 March 2015 in this example Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 If it doesn t then press your Folders button to change to the published period you require Note you may need to ask your IT Administrator for the location of earlier databases Basic or Advanced or MediaStar Subscribers who have MediaStar also called MediaStar Advanced will see that their database islabelled accordingly A Basic database cannot be read by the MediaStar version of the software and vice versa I can only see one database book J NLR period wanted to change my target audience and have lostall my spots You should only ever have one book period e g Jan Dec showing in the Select Screen at a time so that your saved reportsand planscan update correctly This is of particular importance to Planners because it means you can change a target audience or demo while holdin
22. WW espri ie Espri DMC Base All Adults Autobase Off and Weekday Avg Timeblock RT Radio 1 Percentages Universe Estimate All Adults Daily Station Reach Weekday Avg Timeblock RTE Radio 1 Weekday 1200 1300 315 Weekday 1345 1500 322 Weekday 1500 1630 160 Weekday 1630 1900 112 Weekday 1900 2000 18 Weekday 2000 2200 17 Weekday 2200 2300 12 Weekday 2300 0200 analysis insights strategies 087 2256562 Table Avg Timeblock RTE Radio 1 by Daily Statio Database JNLR January December 2013 Basic 01 2841005
23. a legal base which is related to station franchise base limits area sample as laid out in the J NLR Methodology You will see a waming and will not be able to go any further with that audience definition Weekly Isthe cumulative reach fora week s listening Yesterday amp Past Reach Week Daily Station Also called Listened Yesterday incidence of listening yesterday Reach Eson DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 Ireland FM UTV Radio Media Central Communicorp 6 for What isa Spot example are set up to allow you to assessthe impact of a spot in when inserted each of your chosen If you choose one or more of these ina Sales stations then 1 spot placed in a timeblock equals one spot in House each ofthe stations included in that package at that time Hover station overthe name of the station on the Select Screen to see a little pop up with information on which stations are represented and included The pool of all minutes listened dunng a specific part of the day 100 An individual station s share isthe percentage of the minutes listened accounted for by their listeners in that time band most often reported on 0700 1900 Prime or 0700 2400 TAP or run of day Media MediaStar speakforreach amp frequency coverage amp frequency a Analysis plan ora run all the same thing How To Select There are three waysthat items can be selected orde selected for
24. a a ja in jea Multi City i A N muter i amp Cork 1 H a Ka E Total 3 593 1 013 413 1 251 2 167 392 416 571 681 2 100 0700 1400 1 092 284 158 351 650 109 123 188 198 634 1400 1 1900 771 205 117 256 449 73 88 131 134 470 1900 Midnight 257 66 47 82 144 20 27 47 43 159 0700 1900 958 251 141 312 566 94 108 164 171 565 0700 Midnight 752 197 113 244 442 72 84 130 133 446 Weekday 0600 0659 97 25 16 34 55 11 11 11 18 62 Weekday 0700 0759 580 160 91 200 328 62 58 91 99 353 1 184 155 415 688 120 120 203 206 697 Weekday 0900 0959 1 290 322 181 402 786 128 150 226 246 737 Weekday 1000 1059 1 317 326 191 404 800 130 152 242 235 750 Weekday 1100 1159 l 1 191 304 191 375 695 115 132 200 215 696 Weekday 1200 1259 1 011 254 150 318 606 103 111 172 193 571 Weekday1300 1359 1 071 278 148 345 645 106 135 183 191 625 Weekday 1400 1459 Em 972 260 146 323 566 89 113 159 176 585 Weekday 1500 1559 802 215 126 269 461 75 88 129 145 490 Weekday 1600 1659 i 778 208 118 262 451 72 85 130 140 480 Weekday 1700 1759 821 224 118 277 479 80 97 147 131 503 Weekday 1800 1859 482 116 77 149 289 50 56 89 75 292 Weekday 1900 1959 344 75 67 96 201 31 41 64 55 203 Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 Glossary Context sensitive Right mouse click will provide context sensitive actions and commands commands usually in the form of a pop up menu or note Reach Also calle
25. atic and isapplied at the run plan stage Bee 0 Ulla la M Ej MediaStar v Tasks v _ List v 4 Data 3 Analysis v Fal Ly Folders Js X 3 43 NLR April 2014 March 2015 Basic BI KEY AUDIENCES pF DEMOGRAPHICS cp SAMPLE DETAILS 8 PS Region E Co Dublin 3774 23 E Co Cork 1399 8 E Dublin City amp Commuter 4722 2896 Lu B National Excl Dublin amp Cork 11464 69 E South East Region 2508 15 t South West Region 2337 1496 E North West Region 3344 20 rH North East Region 2615 16 E Multi City 8127 49 H B Franchise Area amp PS Province m M Urban Rural Sex aM Status H A Housekeeper m Women E M Actual Age H Age Groups a e Age Profiles PS Social Class Household g P Social Groups Househol PETERE Dele asant Chatiere Close E 0 cells in 0 dimensions Projected Averages E M No analysisor plan selections made yet in this example Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 O Double click or drag and drop to build your analysis in the nght hand panel Double click on a question orvariable denoted by the little folder symbol Fl ora E inthe station planning section and that item will appear in the middle pane on the right hand side of your Select Screen and form part of your run or analysis You can also drag and drop DO bring overthe entire contents of the question y
26. ations programme timeblock spot length combinations preferably built in Spot Costs are not provided to usfrom the industry at Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 present but should you wish to implement your own rate card please get in touch and we can show you how to get this working Summary Row This row givesthe summary of the calculated plan forthe columns you have chosen to display If figures are grey please re calculate press Net Reach button Spot editable Place the number of spots you require against each timeblock ordaypart The Summary row shows the total number of Spots in the plan Never hide thiscolumn Total Population Reach Reach provided by a single spot in that station timeblockasa percentage of All Adults Summary row showsthe net reach of the media plan for All Adults forthe total number of spots Reach provided by a single spot in that station timeblock asa percentage of the Target Group Audience selected e g Housekeepers Summary row showsthe net reach of the media plan for the Target Group forthe total number of spots Target Group Factor Thisisthe extent to which the reach among the Target Group isgreaterorlesserthan the Population asa whole It is calculated by dividing the Target Group Reach by the Total Population Reach The Summary at the top showsthe Average Target Group Factorand isbased on the number of spotsfor each station Each
27. ble for NLR data AQH G ross impacts divided by Audience How many timeson average a person wil hearan Show the gross rating points that is the accumulated percentages aspoints of the net reach of each spot Thisis calculated by multiplying the Target Group Reach by the number of spots For example 3 spots in a timeblock with an average reach of 15 would result in 45 G RPs Weight This column is editable Not in general use Can be used to show declining effectiveness maximum best 21 0 Ask for details of how to maximize the use of thisfeature Audience arget Group 9oof Total Population expressed in 000s Showsthe available audience foreach daypart timeblock The Summary row showsthe net unduplicated total audience forthe proposed plan Gross Impacts Audience spots This isthe accumulated number of impacts of each Station It is calculated by taking the GRPs 100 timesthe Target Group Population e g 3 spots in a timeblock with an audience of 30 000 viewers would result in 90 000 impacts CPT Impa cts The summary at the top of the column isthe Total Budget Spend divided by the total Gross Impacts CPT Audience This isthe Total divided by the Audience Not generally used asit makesthe CPT very high so best hidden Impacts Showsthe numberof impactsachieved foreach spent in the station The summary atthe top is the Gross Impacts divided by Total Budget Spend usually hide thistoo
28. bles can only be run one ata time e tis inadvisable to run a share table with a cross break until you have had specific training in this area Fora Weekday Market Share table expand the RADIO MEASURES section then WEEKDAY REACH SHARE Qr HOURS then SHARE Weekday press You will see Market Share J NLR Stations M F Hover your mouse overthistitle and you will see the pop up text Market Share among Irish Commercial Stations Don t expand thistitle although you feel you should just double click on the icon beside it 5M SHARE Weekday to select Like this It needsthe extra bits that seem to have come in to the selections unasked but leave them there they are essential to the calculation of the Share table Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 E Select Lo 5 P Household Size ULP H 0 Dependents in household E Po Market Share JNLR Stations M F across xi F1 Ages of dependent children H Market Share JNLR Stations M F down pf House Tenure o Measures Bl jum SPECIAL INTEREST GROUPS i ow E Counts Ege RADIO MEASURES o B Market Share JNLR Stations M F E B WEEKDAY REACH SHARE amp QR HR EIE LISTENED YESTERDAY H P TIMEBLOCKS Weekday n E SHARE Weekday Gil Eg Market Share JNLR Stations M F m E Summary Share JNLR Stations M F a G RTE Comm Share JMLR Stations M F H Market Share Total Stations M F opo o GB Local Mark
29. bottom right This table now showsthe average quarter hour audience in each timeblock have modified the appearance of the table using the Show Me tab and selecting numbers which givesusthe number of 000s listening on average during each show broken down by Region m P r oO M T Analysis Avg Timeblock RTE 2FM by Region Avg Timeblock RT 2FM Measures MediaStar C LHP Ah U M 0 5 00 e Home Advanced Appearance Graphs Document Information dli Bar drip We Rank Compare With H Display Only These Items gli Stacked Bar B Nest Unnest Show S Ff Hide These Items Select Graph fi Line Fj switch E Display All Items Go To Graphs CEE JF AEk Table Avg Timeblock RTE 2FM by Region Avg Timeblock RTE 2FM Measures Database JNLR January December 2013 Basic Weekday 12 mth wt Base All Adults Coloured by Significant Dif Layout Show Me Ta Hiding Universe Estimate All Adults Region Dublin Mational Avg Timeblock RTE 2FM Co Dublin Co Cork e Bed a nS m gie Multi City muter amp Cork 3 593 1 013 413 1 251 2 167 392 416 571 681 2 100 Weekday 0600 0700 8 2 1 3 5 1 1 1 3 5 Weekday 0700 0900 64 14 9 19 41 7 8 10 13 36 Weekday 0900 1100 102 22 10 30 70 12 15 16 24 52 94 19 10 25 66 10 16 15 22 51 Weekday 1300 1400 67 13 10 16 44 6 10 12 12 36 i 63 10 10 13 43 6 11 9 15 35 45
30. d incidence Refersto the numberand percentage of people who said they lissened on a given day orat a given time to a station orshow AQH Average Quarter Hour how many people on average were listening at any time dunng a programme a show orothertime band Reach divided by number of quarter hours in show or timeband daypart See here fora description and examples of the difference between reach and AQH Usually refers to the Universe Estimate see below the developers terminology fora question or variable Unweighted The sample the number of people interviewed It is good practice Numbers to show the unweighted base row in any Analysis Table then you will know whether youranalysis meetsthe minimum 200 sample number requirement If it s not showing click on the word Total at the top left of the table overthe side headings right Click select Show Me and click on Show Me Lo mtm v Numbers 4 Percentages Indices 4 Unweighted Numbers aD Comes Number Percents amp Unweighted oruse the Show Me tab on the ribbon The unweighted number can be a good indicator of whether the basis of your decision issound see Low Base waming The title of the Base oraudience you selected Any component s of any questions being used asa Base Can also called filter demo demographic oraudience Low Base The program has automatic limits applied to ensure any table or waming Data Plan isrun on
31. e summary TAP or Prime segments with an audience of housekeepers defined as shoppers either male orfemale Eson DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 Ej MediaStar 7 Tasks List v 5 Data Jf Analysis v a G 4 Li golders J 55 x Shrink j JNLR April 2014 March 2015 Basic 7 day 12 mtl amp f KEY AUDIENCES bL E All Adults 16637 100 c J STATION PLANNING 11860 71 c f TAP amp Prime RTE Radio 1 iE Weekday Prime 0700 1900 7041 o E Saturday Prime 0700 1900 1598 Fl Sunday Prime 0700 1900 2611 Fl Weekday TAP 0700 Midnight 1858 iE Saturday TAP 0700 Midnight 5203 E Sunday TAP 0700 Midnight E Adults 25 34 3345 Gf TAP amp Prime RTE 2fm E Adults 25 44 6509 o E Weekday Prime 0700 1900 E Adults 20 44 7864 EJ Saturday Prime 0700 1900 H Adults 35 54 Fl Sunday Prime 0700 1900 H Adults 55 E Weekday TAP 0700 Midnight E Men 18 24 948 EJ Saturday TAP 0700 Midnight E Men 18 34 2546 L E Sunday TAP 0700 Midnight GPS TAP amp Prime Today FM E Women 18 24 910 FI Weekday Prime 0700 1900 B Women 18 34 2657 E Saturday Prime 0700 1900 FH Women25 44 3378 EH Sunday Prime 0700 1900 gF DEMOGRAPHICS o H1 Weekday TAP 0700 Midnight g SPECIAL INTEREST GROUPS E T cp RADIO MEASURES Ee STATION PLANNING H E TAP amp Prime RTE Radio 1 H E TAP amp Prime RTE 2fm h E TAN A Nima DT Le f 140 cells in
32. editable O ptional field Put spot rates in here MediaStar doesnot include rate cardsfor stations at present The Summary line value is non editable and shows the average cost of the spots i e the Total value divided by the total number of spots Total editable Thisisthe total budget spend for 1 week i e the sum of Spots multiplied by Each You can put in the Package Cost forone week Hint the total agreed package cost divided by the number of weeks in this field The system will recalculate and update the cells in the summary row that contain a cost component eg Each GRP CPT Incremental Reach This shows the extra reach in the existing media plan that one extra spot of that program daypart would add Spot rate divided by target reach This isthe cost efficiency of each daypart in terms of cost perrating point And therefore needs spot ratesto work It iscalculated by dividing the Each by Target Group Reach The Summary at the top shows the average cost efficiency calculated by dividing the Total Budget Spend by Total GRPs Incremental 96 Thisisthe incremental reach cost efficiency of Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 each title and is calculated by dividing the Each by Incremental Reach Incremental ERPs Feature not available at present needs rate card info which is not currently supplied Inc remental ERP Feature not availa
33. et Share M F h Gl Market Share incl UTV i iB Al Market Share incl Ireland FM Ef Market Share incl IRS 17 B Market Share incl IRS Home Local lal H Market Share incl Communicorp 6 Al Market Share incl Media Central E Fl Market Share incl Media Central XY ER T E E E m It will run asis in a grid table with its own across amp down already defined for you but you can add Audience definitionsto the Base Filter Area to refine the run for say a region ora demographic grouping Press the Run button bottom right Ensure that you have percentages showing It is good practice to show share table 123 Ind U to Decimal Places 1 Show Me E percentagesto 1 decimal place Like this It s also good practice to hide the Total row and the Total column using the Show Hide Tool again these are not helpful in this context You may also want to hide columns of information that you do not need at this point they can be un hidden again later Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 You might end up with something that looks like this Database JNLR January December 2013 Basic Weekday 12 mth wt Base All Adults Market Share JNLR Stations M F down Percentages Universe Estimate All Adults Market Share JNLR Stations M F across Ma
34. g on to the stations amp spot laydown you have worked so hard to create See note 1 below Find your way around o Browse the database contents in the left hand panel of the Select Screen Click on the sign beside database name to expand the list of information available Presson the minus sign beside thisto collapse the list again Navigate down through the database revealing the contents of the various sections Each time you pressthe you will see the contents of the next level There are two buttonsatthe top of the left hand pane which allow you to expand and collapse the lists quic kly id um Give these a try to see whatthey do Detailed information is available in a document called Location of Files amp Folders for MediaStar users which you can download from here http www espri ie support docs location of files fold ers for mediasta r users pdf Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 The next screenshot shows what happens if you pressthe beside the database name highlighted in blue then on Demographics then c on Region down the last level This shows what sin the Region question and how many people were interviewed in this period in the various regions Any number you see on the SELECT screen reflects the SAMPLE i e the number of people interviewed who fall into each category before population weights or Universe Estimates are applied Weighting is autom
35. l 2014 March 2015 Basic 7 day 12 mth Base Housekeeper KEY AUDIENCES Rate Carc None Sample Size 11860 Title Weights None Universe Estimate All Adults 2568 Response Function None 3 Weeks Summary View Total 4 Target E Stations Spots is pun Group Each Total GRPs Audience aS ae on Reach Impacts Impacts aL Reach 976 Summary 168 651 67 6 44643 75 000 00 464 1 736 11 903 6 30 RT Radio 1 42 29 5 31 6 0 00 0 00 241 812 6 197 0 00 RT 2fm 42 164 16 5 0 00 0 00 70 424 1 795 0 00 Today FM 42 18 7 18 8 0 00 0 00 85 482 2175 0 00 Newstalk 42 14 6 152 0 00 0 00 68 389 15 0 00 62 Cumulative Frequency Distribution Average Freq 6 9 60 gt 50 i o 10 a 30 SR 0 10 Row l Coll Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 You can save this plan as an image using the Windows Snipping Tool or by using generic copy amp paste commandsto copy into Word Excel ora PowerPoint slide You can also save it asan interactive PLN file see Location of Files amp Foldersfor notes and tipson saving re usable plans amp reports This feature allowsforthe creation of template plansthat can be updated to reflect the updated figures from wave to wave and also modified to reflect new audiencesetc asrequired Contactusfor training on this feature How do I modify the audience or add stations without losing my spots E Se
36. lect Still in the planning Media Analysis screen go to the Selecttab Click on the little down arrow to the sub menu which offers you two options Select and Show Selections Clicking on the Show Selections button allows you to change your audience without losing your spot laydown This brings you back to the Select Screen and will display your orginal selections and allows changesto the audience definition and inclusion of additional stations into an exising plan if needed without losing the spotsthat you have already entered You will have to put in a new campaign cost if you need one asthe programme assumes if you are changing spotsand stationsthat the budget will probably change too How do I get back to the Select Screen to do something else Select File Show Selections option especially if you want to re run your current analysis with just a few things changed Select Pressthe button Jus don t x it closed You can retum to the variousanalysesand pages you have created forthe duration of a session See next topic How do I get back to a plan or table I ran earier Do not use the X atthe top right of the screen to close what you are doing so you can getat the next thing All your runs in this session are accessible via the Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 Windows ribbon underthe Document tab f E oi P Open Windows Ar
37. little folder symbol beside the name in each case Se x Housekeeper Age Groups Social Groups Household Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 Your selections will look like this Fi Select mm Ej MediaStar 7 Tasks _ List 4 Data 3 Analysis v Shrink sj JNLR January December 2013 Basic Weekday 12 1 S Bj JNLR January December 2013 Basic p gm KEY AUDIENCES m Timeblock Reach M F RTE 2fm ce DEMOGRAPHICS d e DEMOGRAPHICS a g SAMPLE DETAILS H B Sex i em Housekeeper P Franchise Area B Age Groups PS Province Social Groups Household P Urban Rural M Personal Employment Status M Chief Income Earner PS Education Hours Worked M Household Size H Dependents in household em Ages of dependent children H B House Tenure 220 cells in 2 dimensions Tt oe Table DEMOGRAPHICS by Timeblock Reach M F RTE 2fm Database JNLR January December 2013 Basic Weekday 12 mth wt Base All Adults Colo Autobase Off and Weekday DEMOGRAPHICS Percentages Universe Estimate All Adults DEMOGRAPHICS 0600 0700 0700 0900 0900 1100 1100 1300 1300 1400 1400 1630 1630 1900 Total 3 593 12 136 152 134 80 122 111 Row 100 0 4 4 4 2 3 3 Unweighted Numbers 12 032 37 452 515 446 278 412 37 Male 1 763 7 54 56 51 34 49 48 reme 1 830 5 82 97 83 46 7 63 Total 3 593 12 136 152 134 80 12
38. n South West 2 0 0 0 3 0 18 0 0 2 iRadio NW 3 0 0 0 6 0 0 21 0 2 iRadio NE 2 0 0 1 4 0 0 0 12 1 Classic Hits 4FM 3 3 7 3 2 0 5 1 1 4 Radio Nova 2 5 0 5 0 0 0 0 1 3 FM 104 5 19 0 16 0 0 0 0 0 9 Dublin s 98FM 2 8 0 7 0 0 0 0 0 4 Q102 26 2 9 0 7 0 0 0 0 0 4 Sunshine 1068 1 3 0 3 0 0 0 0 0 2 Spin 1038 4 13 0 10 0 0 0 0 0 6 Phantom 1052 _ 0 1 0 1 0 0 0 0 0 1 Cork s 96 amp C103 26 6 0 52 0 0 0 0 0 0 10 Cork s 96 26 596 0 41 0 0 0 0 0 0 8 C103 2 0 15 0 0 0 0 0 3 Cork s Red FM 2 0 15 0 0 0 0 0 0 3 I Home Local 36 41 39 60 35 39 37 47 485 28 41 How do I make my table look like the example Look at the menu nbbon tabsand tum on Suppress Zeros Show Significance and percentages like this 23 5 amp Ind U to Decimal Places 0 Show Me F To change the way the top rows of the table display click in the left hand column onto the Total Weekday text and when the row is highlighted tum on the buttons in the Show Me tab like this o Decimal Places 0 Show Me la Espri DMC analysis insights strategies www espn ie 087 2256562 01 2841005 What do the numbers mean in an analysis screen Percentages are shown on the column by default except forthe Total row if shown In the example above 2496of the population listens
39. nce green numbers show the most significant difference As with traffic lights red means stop so these numbers are unlikely to be significantly different green means go and so these numbers are most likely to be significantly different How Are Significant Differences Calculated Chi squared tests are used for comparisons of counts and t tests are used for comparisons of continuous variables averages or values such as volume data for market share All tests are two tailed For testing differences in proportions the test is equivalent to a Z test on proportions The Chi squared tests are all corrected for continuity using Cochran s formula All the tests are correctly calculated on weighted data even when the database is weighted to some target other than the true sample size say total population Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 What if defined my analysis selections in the wrong order E Flip S Nest 7 Unnest T Switch Use the Flip button in the Layouttab 77 and then the table will look like this portion of the table and you will see that the table is again percentaged on the column and tells us that 3496 of Radio 1 s listeners are in Dublin F i Analysis Daily Station Reach Weekday by Region 2 MediaStar NL NN M j Home Advanced Appearance Graphs Document Information ao x Ear F fiip E395 In ner E Display Only These
40. ou are interested in not just bits or your percentages may not be correct When you get onto the planning analysis screen you will find a variety of methodsfor hiding the rowsor columnsthat are surplus to requirements DON T double click on a section heading if this happensuse the ClearAll button and start again Pressthe beside a question to get down to the lowest level and find the item s that describe your chosen audience like this opened out Social Ej MediaStar v Tasks v List v Data Jf Analysis v xe PATTIE Shrink j JNLR April 2014 March 2015 Basic 7 day 12 mth wt pg Urban Rural ET c JSTATION PLANNING B Status BI TAP amp Prime RTE Radio 1 HP Housekeeper Er Weekday Prime 0700 1900 H B Women B Saturday Prime 0700 1900 H B Actual Age O Sunday Prime 0700 1900 H B Age Groups E Weekday TAP 0700 Midnight H B Age Profiles E Saturday TAP 0700 Midnight M Social Class Household B Sunday TAP 0700 Midnight amp P4 Social Groups Household I ABC 7041 42 E C2DE 8336 50 i LE FLF2 1260 8 EJ Active farmer 736 4 F4 Personal Employment Status P4 Chief Income Earner Ps Education P4 Hours Worked Ps Household Size F4 Dependents in household Ps Ages of dependent children P4 House Tenure 5 au SPECIAL INTEREST GROUPS PS Social Groups Household c a RADIO MEASURES O ABC 6 a STATION PLANNING sc UIT toic an M eProps E ERIT c E TAN A Neima DT 2 FF
41. range Switch Close 3 Maximum 0 Windows Window All Windows Go to Switch Window to see a list of the runs you have created in this session Arrange Window allows you to tile what you ve done so farand visually compare different runs Close All closes everything you ve done in this session in one go Remember MediaStar does not prompt you to save your work unless it s been added to a report orsaved analysis plan How do I define a new TARGETAUDIENC E This example developsan audience called Dublin Femalesaged 20 44 which is not contained in the KEY AUDIENCES section First check out the section called How do modify the audience or add stations without losing my spots e Open out press Demographics section e Find the Region axisand open this out too e Select double click on the item Co Dublin and this will automatically be placed in the Audience building area bottom nght of the Select screen e Next find and open out the Sex variable Select double click Female This will go into the base filter area too e Last find Age Groupsand select the three age groupsthat correspond to your chosen audience 20 24 25 34 amp 35 44 e If you select RTE 2fm FM 104 98FM Q 102 and Spin 1038 TAP amp Prime as your stations yourscreen should look like this the individual station axes may be opened out Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 Ej MediaStar
42. rket Share JNLR Stations M F down asi 0700 1900 RT Radigg M s 35 RTE 2fm 4 0 7 6 RTE lyric fm 4 0 18 Radio na Gaeltachta 1 0 0 5 Today FM 4 896 9 296 NewsTalk 106FM 6 4 5 3 Beat 102 103FM 17 1 596 Spin South West 24 1 0 iRadio NW 4196 2 3 iRadio NE 2 7 1496 Classic Hits 4FM 4 5 1 6 Radio Nova 1 896 1 2 FM104 8 0 3 2 Dublin s 98FM 11 14 Q102 24 1 7 Sunshine 1068 0 9 0 7 Spin 1038 3 5 18 Phantom 1052 0 596 0 296 Cork s 96FM 3 596 5 296 C103 5 0 1 7 Red FM 2 496 1196 Home Local Local Area 19 1 21 6 Other Regional Local 9 8 4 6 0700 Midnight 21 8 7 2 7 2 2 0 2 0 0 5 0 5 8 8 8 7 5 4 5 5 1 596 1 596 1196 11 2 5 2 5 1 5 1 596 19 19 1 396 1 396 3 6 3 7 1 396 1496 18 18 0 7 0 7 2 0 19 0 2 0 2 5 1 5 0 2 0 21 1 296 1 396 21 396 21 296 5 1 5 2 You can see I changed the reference column to 24hr Share by using the Compare with item in the data tab Compare With i 2 Show 5 inific Go backto the Select Screen and add an audience definition if required Referto the item How do I define a new TARGETAUDIENCE above analysis insights strategies WWW espri ie Espri DMC 087 2256562 01 2841005 Quarter Hour data Listening data is collected foreach person quarter hour by quarter hour An individual can only listen to one station in each quarter hour Each occumence of 1 quarter hour is
43. rmation JMA Og me ii Points 126 Show Values seled Table Bars oo x ve ifo swap Go To Graphs ld hl Bar Graph DEMOGRAPHICS by Timeblock Reach M F RTE 2fm Layout Appearance op DEMOGRAPHICS by Timeblock Reach M F RTE 2fm JNLR January December 2013 Basic Weekday 12 mth wt There are lots of waysto make this look prettier You can change the text labels you can show valueson the barsand lots more the most important thing isthat you can copy and paste directly to PowerPoint Excel or Word Espri DMC analysis insights strategies WWW espri ie 087 2256562 01 2841005 How do I look at Share First a few pointers e Share tables are available forthe sales houses and station groupings pi SHARE Weekday B E Market Share JNLR Stations M F H E Summary Share JNLR Stations M F af RTE Comm Share JNLR Stations M F amp E Market Share Total Stations M F E Local Market Share M F H E Market Share incl UTW a f Market Share incl IRS Plus af Market Share incl IRS Home Local E Market Share incl Communicorp 6 a Market Share incl Communicorp One H Market Share incl Media Central a Market Share incl Media Central XY e Local Market Share will need a Franchise area or Region base filter to make sense e The top three rows of a Share Table can be hidden they contain the calculation workings Same forthe Total column e Share tables are always shown in percentages e Share ta
44. rs in a plan mean Referto the Glossary for more information and details on how the figures are calculated This example shown forthree weeks tellsusthat the Net target audience of Housekeepers 1 736 000 GRPs 464 CPT 6 30 based on an imaginary per week cost of 25 000 added to the optional editable field under the Total heading target group reach 67 6 Average Frequency orOTH 6 9 Translated into words this meansthat more than 2 3rds of the target Housekeeper audience will hearat least one instance of thiscampaign and overallthe average willbe 6 9 exposuresto the campaign spots You Can also see what contnbution each station makesto the overall pressing by pressing the Summary View button here Fa Media Analysis Media Analysisl MediaStar e x jt Ng Home Settings Document VN m x Met Reach Target 0 a Summary View Display Only These It TE Rank s Net Reac arge EE UEA H Display Only These Items We ee k Restore Optimise Plan Summary Report i Hide These Items HP Suppress Zeros Select ELI Freeze Panes la Frequency Levels Optimisation Options B Display All Items b Weeks 3 GoTo Reach amp Frequency Optimise l l View Hiding Table Tt ee EEEEEE7 Media Plan 1 Database JNLR Apri

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