Ad*Views/Monitor-Plus Reporting Guidelines Zero/Low Share Report

Transcription

1 Ad*Views/Monitor-Plus Reporting Guidelines Zero/Low Share Report What is the Zero Share Report?... 2 Part I: Creating a Zero Share Report I. Step 1: Selecting the Proper Template... 2 II. Step 2: Filling in the Data Selections... 5 III. Step 3: Submitting the Report Part II: Retrieving and Manipulating the Zero/Low Share Report I. Step 1: Retrieving the Completed Report II. Step 2: Constraining the Report III. Step 3: Sorting the report Helpline

2 What is the Zero Share Report? The Zero Share Report is used by a station to determine which accounts in the market have spent money on competing stations and not their own. This report can be used as a prospecting tool to draw new advertisers to a station. A modification of the Zero Share Report is the Low Share Report. This report allows the user to determine which accounts have spent less than a certain percentage of their advertising dollars on their station. In addition to being a prospecting tool, this report can be used to try to get advertisers to spend a greater percentage of their budget on their station. Part I: Creating a Zero/Low Share Report I. Step 1: Selecting the Proper Template A) Locate the Common folder within your Ad*Views Toolbox and double-click on it. Double-Click on Common Folder Helpline Page 2 of 17

3 B) Click on the Sample Templates folder Click on Sample Templates Folder C) Locate the Share of Business by Brand template within this folder and click on it. It will be highlighted in blue. Click on Share of Business by Brand D) Click on the Copy icon. E) Click on the Ad*Views Toolbox folder. F) Click on the Paste icon. G) Click on Yes. A copy of the Share of Business by Brand template will now be in your Ad*Views Toolbox folder. Helpline Page 3 of 17

4 H) Double-click on the Share of Business by Brand template in your Ad*Views Toolbox folder. Template is located in Ad*Views Toolbox Folder Double-Click on Share of Business by Brand Helpline Page 4 of 17

5 II. Step 2: Filling in the Data Selections The Data Selection screen contains two sections: Required Selections and Optional Selections. Tip: In all Ad*Views templates, including the Zero/Low Share report, always review and complete your Required Selections before moving on to the Optional Selections. Complete Required Selections First Complete Any Necessary Optional Selections Last A) Required Selections Tip: If your any of the Required Selections are already filled in, there is no need to reselect them all. Review your Current Selections (displayed on the right-hand side of the screen) and only change those items that are not correct. Often, you will only need to change the Report Period to proceed. 1) Double-click on Market. (a) Find the desired market in the list of Available Markets on the left hand side of the screen. (b) Double-click on this market to move it into the Selected Market(s) box on the right hand side of the screen. (c) Click on OK Helpline Page 5 of 17

6 Available Markets Appear in this Box Double-click on Your Market to Make it Appear in This Box 2) Double-click on Media Type. Select Spot TV as your media type by double-clicking on it. Click on OK. Available Media Types Appear in this Box Selected Media Types Appear in this Box Helpline Page 6 of 17

7 3) Double-click on Report Period. The report period you choose will determine the Start and End dates you can select. Choose one of the available report periods: (a) Current Month/Current Quarter/Current Week: Choosing any report period with the word current in front of it allows the user to set up an Auto Run report that will run every month/quarter/week automatically. If Current Month is selected, the report will be generated for the most recent month for which all data is available, and then automatically every month thereafter. (b) Month/Quarter/Week/Year: These selections are used for reports that the user does not want to be generated automatically at regular intervals. For example, choosing month will allow you to select a range of one or more months for the report (i.e. January February). Selecting Quarter will allow you to select a range of quarters (i.e. Q Q4 2002). Choose an Available Report Period 4) Select a Start Date and an End Date for the report. Note: If this is an Auto Run report (i.e. Report Period = Current Month/Current Quarter/Current Week) no Start Date or End Date must be entered. 5) Select either the Standard or Broadcast calendar. Click on OK. Helpline Page 7 of 17

8 Select Either the Standard or Broadcast Calendar Choose a Start Date Choose an End Date 6) If this is not an Auto Run report, skip to item 7. Click on the Auto Run Report drop-down box. Select Month. Note: If you have chosen Current Week as your report period, select Week from the Auto Run Report drop-down box. If you have chosen Current Quarter as your report period, select Quarter from this field. Select Month from the Auto Run Report Drop-down box Helpline Page 8 of 17

9 7) Double-click on Measures. Select Units and $$$. Click on OK. Place a Checkmark in the Boxes Next to Units and $$$ B) Optional Selections: No optional selections are necessary for the Zero/Low Share Report. Tip: Optional selections are used to narrow down the finished report. For example, if you want this report to display only those brands that are sold nationally, double-click on Sales Indicator under Optional Selections and select National from the list of available sales indicators. The resulting report will only display those brands that Ad*Views considers national. Tip: Stations appear alphabetically in the completed report. If you want to customize the order in which the stations are displayed, double-click on Station under Optional Selections and doubleclick on each station in the order that you would like to see them in the finished report. Click on OK once all desired stations have been selected. Helpline Page 9 of 17

10 C) Excluding Promos and Direct Response: If you do not want promos and/or direct response advertisers to appear in your finished report, you can exclude them by checking off the Exclude Direct Response and/or Exclude Promos checkboxes. Place a Checkmark in the Boxes Next to Exclude Direct Response and Exclude Promos III. Step 3: Submitting the Report A) Click on OK to submit the report. Click on OK to Submit the Report B) Check off the Send me an notification checkbox and make sure your correct address is listed below. (The server will send you an when your report is complete.) Helpline Page 10 of 17

11 C) Select the folder within your Archive where you would like to store the finished report. D) In the File Name field, enter a name for the report. This title will appear at the top of the finished report. E) Click on Submit to submit the report to the server. Check off the Send me an checkbox Type your address here. Select the folder for the finished report Enter a title for the report Helpline Page 11 of 17

12 Part II: Retrieving and Manipulating the Zero/Low Share Report I. Step 1: Retrieving the Completed Report A) Click on the Archive folder where the finished report has been stored. B) Double-click on the finished report Click on the folder where the report is stored. Double-click on the finished report. C) Click on OK D) Click on Yes to start the download E) Click on View to open the report. F) The finished report will be displayed on your screen. Helpline Page 12 of 17

13 II. Step 2: Constraining the Report A) Zero Share Constraints Note: At this point, your report is displaying all brands in the market that have been advertised during the specified report period. In order to display only those advertisers that did not advertise on your station, you will need to apply Constraints as follows. 1) Click on the Properties icon. 2) Click on the Constraint tab. Constraint Tab 3) Click on Add Helpline Page 13 of 17

14 4) Complete the fields as follows and click on OK: (a) Constrain On: Share of (b) Report Column: Your Station s Call Letters (c) Measure: $$$ (000) (d) Operator: = (e) Value: 0 5) The report will now only display those advertisers that did NOT advertise on your station. Helpline Page 14 of 17

15 B) Low Share Constraints 1) Click on the Properties icon. 2) Click on the Constraint tab. 3) Click on Add 4) Complete the fields as follows and click on OK: (a) Constrain On: Share of (b) Report Column: Your Station s Call Letters (c) Measure: $$$ (000) (d) Operator: < (less than) (e) Value: low share percentage (i.e. if you want to see all advertisers that spent less than 2 of their money on your station, type 20 in the Value field) The resulting report will only display those brands that spent less than 2 of their advertising dollars on the specified station. Constraint Tab Report Will be Filtered to Show Brands Spending Less than 2 on the Station Specified Helpline Page 15 of 17

16 C) Dollar Value Constraints: Dollar value constraints can be used to eliminate brands that have spent less than a certain amount of money from the report. 1) Click on the Properties icon. 2) Click on the Constraint tab. 3) Click on Add 4) Complete the fields as follows and click on OK: (a) Constrain On: Value of (b) Report Column: Total (c) Measure: $$$ (000) (d) Operator: > (greater than) (e) Value: minimum expenditure amount in thousands (i.e. $5,000 would be expressed as 5). Note: Multiple constraints can be applied to a single report. In the example below, the report is being constrained to show all brands that did not advertise on a particular station AND spent more than $5000. Brands with less than $5,000 of spending will be eliminated from the report Helpline Page 16 of 17

17 III. Step 3: Sorting the report Note: The report will automatically be sorted alphabetically by brand. Some users may wish to re-sort the report so that the brands are listed from highest to lowest dollars spent. Follow the instructions below to sort the report from highest to lowest dollars. A) Click on the Properties icon. 1) Click on the Sort tab. 2) Click on Add 3) Complete the fields as follows and click on OK: (a) Sort On: Value of (b) Report Column: Total (c) Measure: $$$ (000) (d) Sort Direction: Place check mark in Desc box Sort Tab The Report will be Sorted from Highest to Lowest. Helpline Page 17 of 17

18 Zero Share of Business Sample Report Helpline

19 AD*VIEWS Report : Custom Report Zero/Low Share Report Selections Data View Measures ($000) Media: SP Sort Order: total $$$ (000) desc Market: Market Name Constraint: weee $$$ (000) = 0... Period: May May Notes: Brand Total WAAA WDDD WEEE WFFF WGGG WHHH HARP BILL CHEVY AUTO DLRSHP Units % % % % $$$ (000) % % % % KAYS NSSN AUTO DLRSHP Units % % % $$$ (000) % % % % SAM CO HEATING-COOLING SVCS Units % $$$ (000) % DRAMA JUNIOR COLLEGE Units % % % $$$ (000) % % % HIGH-TECH INST Units % % % $$$ (000) % % % % PAMELA SCHOOL-CORRESPONDENCE Units % % % $$$ (000) % % % BYERS FORD-MERC AUTO DLRSHP Units % % % % $$$ (000) % % % % BYERS TYTA AUTO DLRSHP Units % % % % $$$ (000) % % % % COPYRIGHT 2007 by Nielsen Media Research Page: 1-1 of 82-1