Media Smarts

	NEWS
	Branded Entertainment: Advertising's New Frontier?

TNS Media Intelligence (TNS MI) recently launched Branded Entertainment Services, which

measures the visual and verbal mentions of brands within TV programming. Media Smarts sat down with Jon Swallen, Senior Vice President of Research, to learn more about this new product.

Can you give us some background on the Branded Entertainment phenomena in the U.S.?

JS: Marketers and consumers are engaged in a tug-of-war for control over the delivery and consumption of advertising messages. Traditionally, marketers have used media content as a pipeline to attach and push ads out to consumers. With the help of technology (e.g.: TiVo, VCR/DVR) empowered consumers are gaining the upper hand. They are exerting more control over the media content they choose to receive. The TV advertiser's response has been to

move the brand message out of the commercial break and integrate it into the program itself — where the audience is still watching and where there is a higher level of attention and engagement.

Can you explain TNS MI's Branded Entertainment Services and the tracking methodology?

JS: TNS MI's Branded Entertainment Services identifies visual appearances and verbal mentions of brands within TV programming. We go beyond just "when and where" the brand placement occurred and provide specific descriptive details that help advertisers evaluate the quality and potential effectiveness of placements. Reporting measures include visual prominence, character interaction, plot connection, duration and exclusivity of the brand. We also provide a video/audio clip of the complete appearance.

How extensive is the monitoring coverage?

JS: Our media coverage has two parts. As a foundation, we are tracking all of the prime time programming — except for sports, news and movies — that is broadcast on the six terrestrial networks. In addition, we are monitoring a sizable sample of other broadcast and cable network programs that have a high volume of brand appearances. This sample is regularly refreshed based on input from our clients.

What is unique about TNS MI's product?

JS: First, TNS MI has the most detailed branded entertainment tracking methodology in the industry. Another big advantage of our product is that clients can view and analyze branded entertainment appearances side by side against traditional TV advertising and 17 other media data in one single report. No competitor can match this level of data integration. So you have the full picture all in one place according to your customized report preferences.

To learn more about TNS Media Intelligence's Branded Entertainment Services, just send an email with BES in the subject line to MediaSmarts@tns-mi.com, and our team will contact you with more information.

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	HOW TO
	A Picture Speaks Louder than Words

Imagine you have a big presentation to a nationwide client or your department SVP and you really want to make an impact. Perhaps you want to show a map of where they allocate dollars across different markets? How about comparing that map to where competitors are spending money? Or maybe look at different time periods to track shifts in spending patterns? Stradegy^TM can help you ace that presentation with some powerful mapping tools just a
click away.

For example, when running a Trend, Media Mix or Summary report you can choose to display Dollars, but also Units, GRPs, or any other available measure on a market map. Simply run your report as you normally would and remember to:

	Include market as the first sort
	Select the "Include Map Output" option on the Report Options page

That's it. With these two simple steps, you will see a little map icon on your Report Viewer page. Just click on the icon to view and download your color map. If you picked several criteria (e.g.: competitors or different time periods), you'll be able to easily switch between maps, through roll-down menus on either side.

Another great feature is the "roll over" option. You can roll over a particular point on the map, which calls up the specific spending amount for that area. And of course, your Report Viewer page will still have the regular PDF and Excel files, breaking it down by brand and geographical location.

Don't overlook this effective and easy-to-use tool for your next presentation.

June 2005 - Financial Category Units

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	DID YOU KNOW?
	Location, Location, Location... It's Everything

You may not be aware that Stradegy includes a report that helps you analyze where your TV ads are being placed within commercial breaks. By using this Pod Position Report, you can monitor whether your brand (or the competition) is getting mostly first, middle, or last positions. Even better is the level of detail you can get by using filters such as TV media, markets, channels, programs,
even dayparts.

Here's how to get started:

	Select Pod Position as your report selection
	Filter to the desired TV media, markets, properties, programs and dayparts (important step, otherwise it will default to all if left alone)
	Select the desired Time Period and the product you're tracking

So whether you're looking at your pod placements nationwide or drilling down to a local market, Pod Position Report is the place to go.

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	NEWSLETTER ARCHIVES

	October, 2005 Branded Entertainment: Advertising's New Frontier? A Picture Speaks Louder than Words Location, Location, Location... It's Everything