Griffin Media is able to help clients better target their potential customer and develop more effecient and effective media schedules, saving our clients money, by providing the following services as briefly described below. 

Media Research and Analysis
Media Research and Analysis is a two step process. First we do a qualitative analysis, researching the media market to determine the best medium, stations and programs. Then we look at the rates on those specific stations and programs to determine efficiency. This research allows us to forecast future trends and determine the viewer and listener habits of your customers.

Qualitative Research. In order to determine the best media mix it is important that we look at qualitative data. Griffin Media suscribes to Scarborough Research (qualitative data), as well as Arbitron (listener data) and Neilson (viewer data). We are able to pull up profiles based on household income, age, sex, education, and zipcode; even what brand of car is driven or if someone has visited the optomitrist in the past year. We then apply this profile to TV and Radio data to determine which stations and programs best reach the specific profile.

Media Analysis. Once we are able to determine which stations and programs best reach your target demographic, we can use this information to negotiate and place the most efficient media schedule. Using the ratings, indexed according to your target demographic, we negotiate the best rate, look at efficiencies and present the client with our recommendations for media placement based on our analysis.

Rate Negotiation
At Griffin Media, we pride ourselves on our ability to negotiate low rates and significant added value. By suscribing to qualitative and ratings data we have the ammunition to drive rates lower.

We also subscribe to national data that tells us the average rate charged during each time period. This sets a benchmark for us when negotiating. Typically, we can negotiate rates that are 10-40% less than the national average for that time period.

Griffin Media can also negotiate on an annual basis, enabling us to lock in on lower rates and increased added value, while allowing for the same flexibility and cancellation policy of month to month contracts.

Media Placement
Once we have our qualitative information, ratings data and negotiated rates, we begin the process of building the actual media schedule. The overall goal is to place the most effective schedule for the given budget.
Stations and programs are selected based on their Cost Per Point, which is the ratio between rating and rate. Each commercial spot earns a rating based on the program it runs in. These ratings accumulate for a total, or Gross Rating Points. These translate into reach and frequency figures and measure effectiveness.

An efficient and effective media schedule is one that achieves appropriate reach and frequency levels at the lowest possible expenditure.

Invoice Audit & Post Buy Analysis
Griffin Media knows that placing the media contract is only half of the battle. Once the schedule has run, it is important to check the invoices for accuracy and to insure the projected rating points were delivered. Although one may assume that schedules run correctly and deliver the promised ratings, we uncover discrepancies and underdelivery monthly.

Invoice Audit Griffin Media receives the station invoices on the clients behalf, once the schedule has run. We scrutinize every invoice for the correct rate, fair and accurate placement, and to ensure that the correct creative ran. We ask for makegoods and credits for any discrepancies, depending on the circumstance. Griffin Media then forwards the invoices to you, the client, including copies of any memos to stations detailing what discrepancy was found and what action we are taking. This is an important process as mistakes occur frequently and can effect the efficiency of your schedule.

Post Buy Analysis A post buy analysis is a comparison of projected rating points to the rating points that ran. This is a standard practice and allows us to determine if the station delivered the ratings you paid for. We accomplish this by applying the invoiced spots to your original order. Then we generate a report comparing your projected ratings to the actual ratings. If the stations over-delived, know that you got more than you paid for. If they under-delivered, we place no charge schedules to make up the rating points. This is done on a quarterly basis and no charge schedules run as available.