Benchmarking enables you to compare the quality and performance of your programs against other programs on the market. It looks at media plans
Set Up Benchmarking
In order to look at comparisons, you will need to start by identifying the programs you want to track. Don't forget to include your program in the list!
Go to the Benchmarking Tab to get started.
If you have not set up benchmarking, this screen will be empty.
Press Add Program to find programs you want to monitor and compare.
The Add Program box will provide a list of programs immediately. However, you likely want specific programs, in which case you can use the Search and Channel filter.
The Search will help you find programs by Program Name. The name could include the specific brand such as Wired, call letters such as WABC, or even a city such as Boston.
The channel filter can be use separate or in combination with the program name search.
As you find the programs you want to benchmark, place a check mark next to the Program name and press the Add button.
Repeat this as needed to include all of the Programs you want to compare.
The programs you selected will appear in your Benchmarking view automatically.
*The data in the screenshot below is for visualization purposes and does not reflect real data in Bionic
Note that the Benchmarking tab is specific to you. Other users in your company can compare against programs of specific interest to them.
Understanding Benchmarking Results
Understanding the data and results is easy!
Each program you selected to compare will display in your view.
Program Name - This is the name of the Program (brand/station, etc). You can click on the name of the Program to see a read-only view of the Program listing, which include the description, contacts, profile, and Product listing.
Vendor Name - This is the company that owns or represents the program.
Quality - The Quality score is based on a 1-100 scale that looks at the presence of specific data in the program listing such as Description, an Image, Products, Contacts, etc. Learn more about quality and how to improve quality scores.
Visibility - The Visibility indicates whether the program is a Premium or Standard listing. Premium listings receive higher visibility to media planners when they are researching programs to include in their media plans. Learn more about Low and High Visibility.
# Placements - This will provide a total count of the number of placements the program has been added to within agency media plans. While helpful alone to see activity, it can also be used in conjunction with the $ Placements to get a sense of average placement spend.
$ Placements - This is a sum of the total spend for this program across all placements. This may not reflect the true total, as some agencies do not include specific amounts in their media plans.
Market Share - This reflects the percent of market share for this program against the other programs in this view.
Limiting View By Time
Data reflected in benchmarking looks across all time. While this can be useful, putting focus to a specific period of time can help look at trends and changes that may have impacted your business.
For example, you may want to look at a comparison of data for last year to see where things stood. Then use that to set goals and track data for this year.
Use the Date Filter to select a time frame to limit data to.
Data will automatically update to reflect for that time period.
If there are specific programs you no longer want to include in your benchmarking, you are able to remove them. You can always add them back later as needed.
Select the Program(s) you want to remove by placing a check mark next to each.
Press the Remove button to remove from the view.
Downloading Benchmark Data
If you need to present these insights to people, or want to keep a copy of the current data, you are able to download it.
Just press the Download button.
The file will open in Excel so you can then save to your computer.