Start a whole new plan with a few clicks!

 

Right-click on any plan column letter and choose "Fill / As It Falls..." from the popup menu.

 

 

 

 

 

Where to put entries?

 

Do you want to enter or change entries for your television components, your online components, or your "other" media?

 

 

And what cells get entries, only the empty ones, or what?

 

 

Together, those settings set which cells will receive entries.  The cells to have entries are tinted in orange.

 

 

Simple Entry

 

Use this to simply put the same GRP value into each cell:

 

 

 

Simple Divvy It Up

 

The next radio choices take a total of GRPs, impressions or budget and split it among the desired vehicles.

 

The first choice, "Divide equally", simply divides the total up equally:

 

 

 

A Little Smarter:  "As It Falls"

 

The two "As it falls" choices place weight into vehicles according to a "natural" distribution. Smarter than just dividing things up equally, "As it falls" goes a step further by taking advantage of inherent strengths of each component. There are two variations,  "Ratings and Hours" and "Audience Development."

 

In many cases, "Ratings and Hours" produces better reach, but sometimes "Audience Development" finds better solutions. You can easily switch back and forth between "Ratings and Hours" and "Audience Development" to see the effect on plan results.

 

 

As It Falls (Ratings and Hours)

 

If JKL network has an average rating of 1.5, and the PQR network has a rating of 3.0, then a reasonable start to a plan is that PQR should get twice as much weight as JKL.  Also, if one daypart included 10 hours and another had only 5 hours, and they had comparable ratings, then the bigger daypart should get more weight than the smaller daypart.

 

 

As It Falls (Audience Development)

 

This option tries to be a little bit smarter by putting more weight on lines that have a higher turnover.  If a network has a largely new audience every time you turn around (such as the Weather Channel) then more spots can be tolerated will help to build reach without excessive frequency. On the other hand, networks or dayparts with high loyalty build toward their cume potential quickly, so less weight may be needed for the same reach contribution.

 

 

Is This an Optimization?

 

It's important to understand that As-It-Falls does placements strictly looking at each vehicle on its own strengths.  It makes no attempt to look at how daypart lines interact with each other. For example, you may need less of JKL network in the plan specifically because you're using PQR. Finding the right mix is a job for the Optimizer, Switchpitch and Find Best Balance.