This is a Cinema Advertising Metric Dashboard (Diamond) Report, it is one of reports that Balanced Scorecard Designer can generate for Cinema Advertising KPI. With this software you can also design your own scorecards, KPIs and metrics.

Cinema Advertising

Report includes: 1 day(s), from 28.10.2008 to 28.10.2008

Name

Start value

End value

Dynamic

Contains

Cinema Advertising

35,94 %

0 %

Financial perspective	(26,8%, 0%)
Growth and development perspective	(25,1%, 0%)
Internal perspective	(30,8%, 0%)
Customer perspective	(45,8%, 0%)

Graph for Cinema Advertising

Data for Cinema Advertising

Dates	Value
28.10.2008	35,94

Financial perspective

Name

Start value

End value

Dynamic

Parent

Contains

Financial perspective

26,79 %

Cinema Advertising

Indicators

CPC (cost per thousand/ cost per contact)

Expenditures cinema /Revenue (expenditures on advertising in cinema to revenue ratio)

Expenditures cinema /Pn (expenditures on advertising in cinema to purchase number ratio) *

Expenditures cinema / Tr ratio (expenditures on advertising in cinema to store/site traffic ratio) *

CPC/CPR ratio (cost per contact to cost per inquiry ratio) *

* - Information for this metric is limited in sample report

Graph for Financial perspective

Data for Financial perspective

Dates	Value	Weight
28.10.2008	26,79	2

CPC (cost per thousand/ cost per contact)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	CPC (cost per thousand/ cost per contact)	93,9	93,9	0	Score	Minimize	Financial perspective

Description Average cost of reaching 1 individual from a target group. CPC allows for cross-comparison across different media types and media vehicles. It tends to be rather high for advertising in cinema.
Target description With a view to cost-cutting it is useful to keep it as low as possible.

Graph for CPC (cost per thousand/ cost per contact)

Data for CPC (cost per thousand/ cost per contact)

Dates	Weight	Min	Max	Value
28.10.2008	6	0	100	93,9

Expenditures cinema /Revenue (expenditures on advertising in cinema to revenue ratio)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Expenditures cinema /Revenue (expenditures on advertising in cinema to revenue ratio)	12,6	12,6	0	%	Minimize	Financial perspective

Description Though there is no evidence for the direct relations between E and R, this ratio shows the general trend. This indicator is relevant when cinema is used as the main media vehicle of the advertising campaign, e.g. a local service provider like restaurant or tourist agency, etc.
Target description With a view to cost-cutting it is useful to keep it as low as possible.

Graph for Expenditures cinema /Revenue (expenditures on advertising in cinema to revenue ratio)

Data for Expenditures cinema /Revenue (expenditures on advertising in cinema to revenue ratio)

Dates	Weight	Min	Max	Value
28.10.2008	1	0	100	12,6

Growth and development perspective

Name

Start value

End value

Dynamic

Parent

Contains

Growth and development perspective

25,08 %

Cinema Advertising

Indicators

SOV cinema/Competitors' SOV cinema ratio (Share of Voice to competitors' Share of Voice ratio)

Nsuc-cin-ad/Ngen-cin-ad ratio (Number of successful cinema advertising campaigns to general number of cinema advertising campaigns held by the company)

Graph for Growth and development perspective

Data for Growth and development perspective

Dates	Value	Weight
28.10.2008	25,08	1

SOV cinema/Competitors' SOV cinema ratio (Share of Voice to competitors' Share of Voice ratio)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	SOV cinema/Competitors' SOV cinema ratio (Share of Voice to competitors' Share of Voice ratio)	40,6	40,6	0	%	Maximize	Growth and development perspective

Description Total of all cinema advertising expenditures (cinema adspend) of the company in comparison to the cinema advertising expenditures made by main competitors (in case the have any, of course).
Target description SOV c/Competitors' SOVc should equal or exceed 100%

Graph for SOV cinema/Competitors' SOV cinema ratio (Share of Voice to competitors' Share of Voice ratio)

Data for SOV cinema/Competitors' SOV cinema ratio (Share of Voice to competitors' Share of Voice ratio)

Dates	Weight	Min	Max	Value
28.10.2008	6	0	100	40,6

Nsuc-cin-ad/Ngen-cin-ad ratio (Number of successful cinema advertising campaigns to general number of cinema advertising campaigns held by the company)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Nsuc-cin-ad/Ngen-cin-ad ratio (Number of successful cinema advertising campaigns to general number of cinema advertising campaigns held by the company)	1,8	1,8	0	%	Maximize	Growth and development perspective

Description This ratio indicates the relation between the number of cinema advertising campaigns held by the company that have been evaluated as successful and general number of cinema advertising campaigns held by the company. The purpose of this indicator is to measure the company's expertise in planning, development and implementation of advertising campaigns in cinema.
Target description This ratio should tend to 100%.

Graph for Nsuc-cin-ad/Ngen-cin-ad ratio (Number of successful cinema advertising campaigns to general number of cinema advertising campaigns held by the company)

Data for Nsuc-cin-ad/Ngen-cin-ad ratio (Number of successful cinema advertising campaigns to general number of cinema advertising campaigns held by the company)

Dates	Weight	Min	Max	Value
28.10.2008	4	0	100	1,8

Internal perspective

Name

Start value

End value

Dynamic

Parent

Contains

Internal perspective

30,82 %

Cinema Advertising

Indicators

Actual number of commercials shown/ number of commercials planned

Budget allocated for advertising in cinema/ budget spent

Percentage of cinema campaigns that fail to start/end in due time *

Number of hours allocated for copywriting and designing of a commercial for cinema/ number of hours actually spent on copywriting and designing of a commercial for cinema *

* - Information for this metric is limited in sample report

Graph for Internal perspective

Data for Internal perspective

Dates	Value	Weight
28.10.2008	30,82	2

Actual number of commercials shown/ number of commercials planned

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Actual number of commercials shown/ number of commercials planned	19,4	19,4	0	%	Maximize	Internal perspective

Description If the number of commercials shown is significantly low or above the planned, it is the reason for making inquiries into the work of marketing and advertising departments.
Target description The number of commercials shown should equal or about to equal to the number that was planned that is to say to 100%.

Graph for Actual number of commercials shown/ number of commercials planned

Data for Actual number of commercials shown/ number of commercials planned

Dates	Weight	Min	Max	Value
28.10.2008	1	0	100	19,4

Budget allocated for advertising in cinema/ budget spent

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Budget allocated for advertising in cinema/ budget spent	68,15	68,15	0	%	Maximize	Internal perspective

Description If the budget spent is significantly low or above the planned, it is the reason for making inquiries into the work of marketing and advertising departments
Target description The budget spent on advertising in cinema should match as closely as possible the budget allocated and specified in the MCP. That is to say to the ratio should equal to 100%.

Graph for Budget allocated for advertising in cinema/ budget spent

Data for Budget allocated for advertising in cinema/ budget spent

Dates	Weight	Min	Max	Value
28.10.2008	7	50	100	68,15

Customer perspective

Name

Start value

End value

Dynamic

Parent

Contains

Customer perspective

45,79 %

Cinema Advertising

Indicators

Awareness growth (%) following the ad campaign in cinema

Store/site Traffic growth (%) following the ad campaign in cinema

Frequency of commercials shown / Growth in number of inquiries ratio *

TA/Reach ratio for advertising in cinema (target audience to reach ratio) *

* - Information for this metric is limited in sample report

Graph for Customer perspective

Data for Customer perspective

Dates	Value	Weight
28.10.2008	45,79	4

Awareness growth (%) following the ad campaign in cinema

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Awareness growth (%) following the ad campaign in cinema	26,7	26,7	0	%	Maximize	Customer perspective

Description As a rule, the increase in awareness is the main objective of the advertising campaign and the principal method to control its results.
Target description This percentage must be as high as possible and meet or be about to meet the objectives of the campaign

Graph for Awareness growth (%) following the ad campaign in cinema

Data for Awareness growth (%) following the ad campaign in cinema

Dates	Weight	Min	Max	Value
28.10.2008	6	0	100	26,7

Store/site Traffic growth (%) following the ad campaign in cinema

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Store/site Traffic growth (%) following the ad campaign in cinema	95,5	95,5	0	%	Maximize	Customer perspective

Description Though there is no direct relation between advertising and traffic, this indicator reveals the general trend and normally should increase throughout and some time after the campaign.
Target description The indicator should show growth in inquiries.

Graph for Store/site Traffic growth (%) following the ad campaign in cinema

Data for Store/site Traffic growth (%) following the ad campaign in cinema

Dates	Weight	Min	Max	Value
28.10.2008	2	0	100	95,5

Created by: AKS-Labs
Report created with Balanced Scorecard Designer at 20.11.2008 17:07:47