“Marketing for Your Future” with Dan Santa Lucia

Dan Santa Lucia
Media Buyer/Account Supervisor at Dan Santa Lucia
Website Address: www.linkedin.com/in/dansantalucia

Each week on “Marketing for Your Future,” our hosts talk to experts in the marketing industry. Today, Mike White sat down with Dan Santa Lucia.

So when it comes to buying TV advertising, how do you determine whether you place the budget on network or cable? What do you do?

Yes. So it’s a great question. Usually I rely on media rankers that I would pull from Scarborough to find out what the client’s desired audience and target audience is watching. That helps me decide how much to place on broadcast or network TV versus cable and seeing what programs and what day parts that the audience is consuming from there.

What’s the importance said GRPs and TRPs when it comes to making a buy?

Yeah. So the importance for the GRP’s is to kind of see how many rating points you are getting for that buy, and that will help justify the importance of this buy to your client. Looking at how large of an audience you’re actually reaching based on the rating points that each program and network provide to you from Nielsen.

Tell me about frequency and how important it is when making a purchase.

Yes. So the importance of frequency is you want to make sure that your message is out there enough times for the audience to remember and for it to resonate with that audience, going down the sales funnel, for them to make an actual purchase or that decision on either purchasing the product or service that your client is ordering from there. So you don’t want to just be a drop in a bucket, you want to be out there and having your message seen and heard so many times for that audience member to grasp onto it. You don’t want to just have one spot in one day part and you could be missing an entire audience who might not be consuming media that day. You want to have enough frequency so that way you’re catching that audience when they’re consuming and not being lost in the shuffle with your competition.

How do you do cost per point planning?

First I would pull SQWAD and see what the average cost per point is in a given market, and that’ll help me get a baseline to be like, if it’s a market that I am not really familiar with, I can get a baseline to see this is what the average is doing in that market on a cost per point basis and go from there with my plan. I’m going to figure out I’m going to need so many GRPs to effectively do this campaign and I can back into my budget that way, being like “if I have an average of X from SQWAD saying this is what my GRP at my customer point you’re going to be, I need this many grips.” I can quickly figure out an estimate budget I’m going to need and that’ll help me plan the first step on my media plan.

How do you feel about buying TV station packages?

TV station packages definitely have their place. There’s definitely some packages out there that are more enticing than others especially if there’s an event coming around. Sometimes they’re great for sports if that particular city has a football game coming up — basketball, baseball game, what have you — and then there’s other things around it or special events. Like NBC, they usually have to package for the Olympics that includes local coverage of the Olympics, plus some local news for it to kind of help build the frequency for that. So it depends on the package from the television stations. They have a place but it’s not like an end all be all. It’s not like, “oh here’s a package that signed off on it and move on.” You’re gonna have to do your due diligence to make sure that that target audience is watching those events and on those stations and day parts to make sure that it does make sense for your client.

How much do media buyers rely on Nielsen books?

So it’s kind of funny now that we have another player in the market coming in with ComScore. Some markets have both Nielsen and ComScore so it’s a little deluding. You have to kind of figure out and have everyone on the same playing field so it’s like apples to apples versus like apples to oranges. But I rely on it to kind of help get a baseline; if I’m making the right decision for my client especially if I’m looking at a GRP buy for that client. And it also helps reassure that this is the right plan for my clients to effectively achieve their goals.

So when collecting competitive information on stations, how do you go about getting it?

So I sometimes rely on the reps to give us some information about their stations and I can compare it to their competitors. I also look at Scarborough research to see how each one of those stations rank with our target desired audience. And it’s not just the generic adults 25-54, you know, men 18-34, you can actually drill down to actual intentions like household income, intent to buy a car, how many people in the household, plan to buy a house, if they have pets, so on and so forth to really kind of hone in to make sure that these are the right stations for you. And then you can kind of compare and be like this station is bringing in these rating points for these day parts. Let’s compare it to the competitors and then add the research on top of that to kind of help make the right decision for your clients.


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