ABP Network Media Planner Interview: Rounds, Questions and Preparation

What the job involves

A media planner in edtech and media entertainment decides where, when, and how often a brand's ads should appear across TV, digital, print, and radio to reach the right audience at the lowest cost. Day to day they analyse viewership and campaign data, negotiate with media vendors, build media plans and budgets, and track whether campaigns hit reach, frequency, and ROI targets. At a company like ABP Network, this means planning campaigns for news content, edtech products, or entertainment shows across a large TV and digital footprint.

Role and technical knowledge

1. 1

   What is the difference between reach and frequency, and how do they affect a media plan?

   Explain reach as unique people exposed and frequency as average number of exposures. A strong answer says higher reach builds awareness while higher frequency drives recall, and the right mix depends on campaign objective and budget.

2. 2

   How would you calculate GRP for a TV campaign, and why is it useful?

   GRP equals reach percentage times average frequency. Mention it helps compare total weight of TV plans across channels and dayparts, and that it is a planning currency, not a guarantee of sales.

3. 3

   What media metrics do you track for a digital edtech campaign versus a TV entertainment campaign?

   For digital edtech: CTR, CPC, cost per lead, conversion rate, and video completion rate. For TV entertainment: TRP, reach, frequency, and cost per rating point. Show you know the funnel differs by objective.

4. 4

   Explain CPM, CPC, and CPV. When would you use each?

   CPM is cost per thousand impressions, CPC is cost per click, CPV is cost per view. Use CPM for awareness, CPC for traffic or leads, and CPV for video views. Give a quick example for each.

Practical scenarios and case questions

1. 5

   You have a budget of 50 lakh rupees to promote a new edtech app to students in Tier 2 and Tier 3 cities. How would you split it across media?

   Start by defining the target audience and objective (app installs). Suggest a mix of regional TV, YouTube, and vernacular digital ads. Justify the split with reach and cost efficiency, and mention a test-and-learn phase.

2. 6

   A TV campaign is delivering high TRP but low website visits. What could be wrong and what would you do?

   Possible issues: weak call to action, wrong daypart, or audience mismatch. Suggest adding a strong URL or QR code, shifting some budget to digital retargeting, and running a post-campaign analysis to isolate the cause.

3. 7

   How would you plan a media campaign for a new ABP Network entertainment show launching across TV and OTT?

   Cover launch week heavy-up on TV, simultaneous OTT push, social media teasers, and influencer tie-ins. Mention using BARC data for TV and platform analytics for OTT, and setting reach and frequency goals by week.

4. 8

   Your vendor quotes a higher rate than your budget allows. How do you negotiate?

   Show you would research benchmark rates, offer volume commitment or a longer deal, and ask for value adds like bonus spots or digital inventory. Emphasise maintaining a good long-term relationship.

Behavioural and situational questions

1. 9

   Tell me about a time you had to meet a tight deadline with incomplete information.

   Use a college project or internship example. Highlight how you prioritised, made assumptions, and communicated clearly. End with the result and what you learned about working under pressure.

2. 10

   Describe a situation where you disagreed with a team member's idea. How did you handle it?

   Show you listened first, then presented data or logic for your view. Mention you kept the team goal above personal ego and that you were open to changing your mind if the evidence supported it.

3. 11

   Why do you want to work in media planning, especially in edtech and media entertainment?

   Connect your interest in audience behaviour and data to the sector's growth in India. Mention edtech's need for efficient student acquisition and media's shift to digital plus TV, and show you follow industry news.

4. 12

   How do you handle feedback that your media plan missed the target audience?

   Say you would ask for specifics, review the data, and revise the plan quickly. Show you see feedback as a way to improve and that you would document the learning for future plans.

HR and motivation questions

1. 13

   What do you know about ABP Network's media presence and how would you plan for it?

   Mention its strong TV news channels and digital platforms. Say you would use its regional reach for vernacular campaigns and combine TV with digital for younger audiences. Do not claim you know internal plans; frame it as your approach.

2. 14

   Where do you see yourself in three years in media planning?

   Show a clear path: from assistant planner to planner, gaining expertise in digital and TV, and eventually leading campaigns. Mention learning tools and certifications along the way.

3. 15

   How do you keep up with changes in media consumption in India?

   Name specific sources like exchange4media, Campaign India, BARC reports, and platform blogs. Mention you track the rise of short-form video, regional language content, and connected TV.

4. 16

   What are your salary expectations for this role?

   For a fresher, give a reasonable range based on market research for media planning roles in India. Say you are open to learning and the overall opportunity matters more than the starting number.