• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Agencies Media agency

How do you measure a year like 2020 in media?

by Kevin Levy
October 13, 2020
in Media agency
0 0
0
How do you measure a year like 2020 in media?
Share on FacebookShare on Twitter

‘Five hundred twenty-five thousand, six hundred minutes

Five hundred twenty-five thousand moments so dear

Five hundred twenty-five thousand, six hundred minutes

How do you measure, measure a year?‘ (Rent – The Musical, Seasons of Love)

We were all there, in December 2019, looking forward to and excited for the new decade to arrive – most of us believing the mantra of ‘2020 – year of plenty’ and ‘#TwentyPlenty’.

I think when we said this we had no idea what we were saying to the universe – obviously we all meant it as a positive, but 2020 had other plans… for all of us.

The only constant in life is change, and this is so true in the media world. As a media planner, there are so many variables one has to take into account, especially when planning television – after all there are EBD (early booking discounts) dates to be aware of, load shedding so we know which source period to avoid (or use less of), a special news or sports event and, of course, the global down-weighting of plans by that ‘industry norm’ of 10%…

Then, just when you think you have that all in hand, Covid-19 hits and we’re in lockdown.

Due to the pandemic, TV viewership, mainly over April 2020, saw a substantial spike in viewership. As a result, the industry saw a huge increase in television performance and ratings while frequency spiked and most clients achieved a decrease in their overall CPP (Cost per Point) due to the higher ratings. Courtesy of the Publisher Research Council (PRC), the graph below depicts the difference in TV viewership 2019 vs 2020.

TV planners rejoiced during April, May and June as we saw our projected plans performing well and clients were happy. Then came July and we slowly saw our plans become more in line with our projections and in some cases, under-performing.

With the reduction in restrictions, people went back to their ‘new normal’, we could now go out which meant less TV. July, August and September also saw the resurgence of the dreaded load shedding. which had an impact on TV viewership and the overall performance of TV plans.

Despite all the setbacks in 2020 for TV planners, those clients with a high portion of their media spend allocated to television had a good year overall.

I think with the highs and the lows, 2020 (planning wise) was a good year and annual objectives were met or exceeded. Those who were brave enough to continue advertising during the hard lockdown periods saw rewards – as mentioned earlier there was the higher TV viewership, but also due to the fewer number of brands advertising, there was an opportunity in April – June to avoid the clutter and potentially have higher awareness and recall of the brand advert.

We also saw some better than normal position in break for our clients which was a bonus too.

As I reflect on the year that was unpredictable, challenging and a rollercoaster ride – I am comforted to know that the only constant is change and that we can all look forward and hope that 2021 will be an adventurous ‘new normal’ for us all.


Kevin Levy is senior implementation planner at Meta Media. He is a dedicated and hard worker, and a perfectionist who does everything to the best of his ability. He is a team player and always willing to go the extra mile.


Tags: 2020advertisingimplementationKevin Levymediamedia plannermedia planningmedia strategyMeta MediaPRCPublisher Research Counciltelevisionviewership

Kevin Levy

Kevin Levy is senior implementation planner at Meta Media. He is a very dedicated and hard worker, a perfectionist who does everything to the best of his ability. He is a team player and always willing to go the extra mile.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

Recent News

AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?