Posted in Marketing and Strategy Terms, Total Reads: 848
Definition: Media Weight
It is defined as the company’s reach of audience through advertisements and campaigns. It is the sum total of the audience that a company reaches by all the TV advertisements, billboards, online ads etc.
Media weight is important for the advertisers to measure the effectiveness of the advertisements. Thus they select the placement of the ads based on the past record of the media weight of the channel. Time of ad on TV or radio, genre of the program in that time, TRP of the program, total time of advertisements are some of the parameters on which they select the slot of the ads. For a magazine circulation, reader base, page on which the ad will be put are some parameters. Posters, billboards etc are selected based on the area and placement of the ads.
Thus through these ads the companies want to get more visibility and exposure. More media weight is therefore required for a new brand or product. They have to spend more to gain the visibility and convert that to sales. For an established brand also the company has to spend some appropriate amount on advertising to maintain the sales. It is also essential that these ads are refreshed from time to time. Another aspect is that the audience should be reached through 2 or more mediums. Hence the advertisements have to be synchronized to reach the customer through TV, online media, magazines, newspapers etc to generate more sales. Thus media weight alone is not the sole decision criteria of ad placement.