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Lets start at the very beginning.

Media fundamentals..

Lets begin with the ABC of media...

Like ..
Medium/Vehicle Universe Target Audience Rating Duplication CPRP GRP/TRP Reach Frequency Frequency Distribution Effective Reach & frequency Scheduling Circulation Readership

What is a medium ?
Media : Carriers and deliverers of advertisements. Medium : A broad general category of carriers Vehicle : A specific carrier within a medium Medium Vehicle
Television Newspaper Magazines Radio Outdoor Video Internet Sanjeevini Times of India Outlook Traffic Beat/ Ranga a Rang Patel Bridge Cassette of a movie Indiatimes.com

Universe
The number of individuals within a given target
Example : Working women 25-40, MHI 10,000 +

Target Audience

The particular segment of the population that our campaign is trying to reach

Broadly three ways in which targeting can be approached


Demographics

Psychographics

Mindset, Affinity group

Target Audience Definition


Define demographically
Gender Age Monthly Household Income Socio Economic Classification Population Strata Socio Cultural Regions

Product / brand usage Psychographically


Mindset Attitudes Behaviour

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NRS, IRS

3D, TGI

Target
In some cases we can have 2 or more targets depending on the type of product or type of campaign. In general defined as:
PRIMARY
SECONDARY

Primary and Secondary Target


Toys

User

Kids

Mothers

Buyer

Who will Funskool target ?

Rating
The percentage (%) of the target universe exposed to a TV or Radio Spot at a given moment
One rating point represents 1% of a given Target

Spot A
Total Audience = 9

Target: M18-34
Universe = 10

Target Rating of Spot A = 30% = 3/10 Rating

Rating
The Universe = 10 Women, 18-34

Sunday 16th Dec2003, 9:30 p.m. Channel 1 Channel 2

Rating Channel 1 = 40% Rating Channel 2 = 20% Not watching TV = 40%

Duplication
Percentage of the target audience for one spot that is also exposed to another spot
Spot B
Total Audience = 8

Target A Duplication between Spot A and B = 20%

Spot A
Total Audience = 9

Rating Spot A = 27% Rating Spot B = 36%

Target A: Adults 18-49


Universe = 11

QUIZ TIME!

Q1
HT TOI
A = 100
B = 80 D= 35
G = 10

Plan: HT 1 Ins TOI 1 ins Hin 1 Ins

F= 30

E=25

Find Reach & AOTS Plan Reach = 92.5

Hin

C = 90 H = 30

Plan A OTS = 1.30

Q2
HT TOI
A = 100
B = 80 D= 35
G = 10

Plan: HT 2 Ins TOI 1 ins Hin 1 Ins

F= 30

E=25

Find Reach & AOTS Plan Reach = 92.5

Hin

C = 90 H = 30

Plan A OTS = 1.77

Q3
HT TOI
A = 100
B = 80 D= 35
G = 10

Plan: HT 1 Ins TOI 2 ins Hin 1 Ins

F= 30

E=25

Find Reach & AOTS Plan Reach = 92.5

Hin

C = 90 H = 30

Plan A OTS = 1.70

Q4
HT TOI
A = 100
B = 80 D= 35
G = 10

Plan: HT 1 Ins TOI 1 ins Hin 3 Ins

F= 30

E=25

Find Reach & AOTS Plan Reach = 92.5

Hin

C = 90 H = 30

Plan A OTS = 2.14

CPRP
CPRP is Cost per rating point Cost of reaching 1% of my target with a specific medium
Medium Total Cost

CPRP =
Rating or GRP

Usually used to compare efficiency of different media or different markets.

CPT
CPT is Cost per thousand
Cost of reaching 1,000 people within my target with a given medium or specific vehicle.
Medium or vehicle Cost CPM = Target Audience (in 000)

Usually used to compare efficiency of different media or different markets.

Gross Rating points ( GRPs )


Sum of audience sizes for more than one ad or program. Media schedule for Brand X
KBC KSKBT Kkusum Kangan Kutumb TVR 10 20 15 10 6 Spots 1 2 1 1 1

Total GRPs for brand X = 81

GRPs / TRPs
GRPs or TRPs are results of the reach and frequency goals we set GRPs or TRPs are not goals by themselves GRPs or TRPs alone dont tell us what we really achieve
Lets see then how Reach - Frequency and GRPs / TRPs are related to each other

Reach (Coverage)
Percentage of our target universe that was exposed at least once to an advertising schedule. Usually measured over 1 or 4 week period
Example: Target Universe = 1,000,000 A campaign achieves 80% reach in 1 week 80% of the target have seen the commercial at least once 800,000 of the target have seen the commercial at least once

Reach (Coverage)
Reach (Coverage) Cont...
As insertions are added to the media schedule, only the audience not previously exposed to the message are added to the reach total. Thus, once a person is counted in the reach, that person is not counted again no matter how many times the person is exposed. Reach can never be greater than 100%.

Frequency
Frequency: (also called Average Frequency or OTS)
The average number of times that each person is exposed to a brands advertising campaign or schedule. In the Frequency calculation we only consider the people reached by the ad.
Example: Average Frequency of 4.0 means that, as an average, every person reached has seen the commercial 4 times. This is an average, which means that some people will have seen the commercial more times, and some less. The average gives us a general idea of the campaign frequency performance.

Lets see how these 3 concepts are related to each other


Reach

100 TRPs can represent:


Frequency GRPs

Campaign A: Reach 50% Frequency = 2.0 Campaign B: Reach 25% Frequency = 4.0 Different objectives - same GRPs

For instance, assuming we have a Target Audience of 10 people...

And my campaign is made of 3 spots

1 in Programme A

1 in Programme B
1 in Programme C

Programme A

5 people watched programme A and saw the commercial...

Rating = 50%
1 TV SPOT TRP = 50 Reach = 50 % Average Frequency TRP/R = 50/50 = 1 Frequency Unique Reach 1 50 % 2 0% 3 0%

Programme A

Programme B
Building REACH

Rating = 50%

Rating = 60%

Duplicated audience (Building FREQUENCY)

We add Programme B and 6 people watch this programme

Programme A

Programme B

Rating = 50%

Rating = 60%

TRPs = 110 We added 60 TRPs but not 60% reach as 30% is duplicated Reach = 80 % Average Frequency = 1.4

Spot 1 2

Reach build 50 % 30 %

Total 50% 80%

Programme A

Programme B

Rating = 50%

Rating = 60%

Programme C
3 TV SPOTS
Programme C adds 50 TRPs but only 10% reach as the other 40% is duplicated with Programme A or/and B Rating = 50%

TRPs = 160
Reach = 90 % Average Frequency = 1.8

Frequency 1 2 3

Unique Reach 40 % 30 % 20 %

GRPs / TRPs , Reach & Frequency


Formulae

GRP = Reach Frequency

GRPs

Frequency =

GRP Reach

Frequency

Reach

Frequency x Reach = GRPs

GRPs / TRPs , Reach & Frequency


Rules
Never add GRPs/TRPs that belong to different target definitions Never add GRPs/TRPs that belong to different markets GRPs /TRPs can be calculated adding the ratings of the advertising campaign spots Reach and Average Frequency can only be calculated with computer software Reach can never be higher than 100 Reach can never be superior than GRPs/TRPs

GRPs / TRPs, Reach & Frequency


A general guideline on how to increase Reach or Frequency Same GRPs level Reach Freq.

Increasing day parts Buying same kind of programming, usually Increasing # TV channels/publication Buying only 3 days of the week

Frequency Distribution
Average Frequency represents the average number of times the target was exposed to a commercial message But, we know that people are exposed at different rates. Some will see 1 message, some 2 messages, some 4, and some may even see all of them

Frequency Distribution describes the number or percent of population exposed at each frequency level

SCHEDULE A
Frequency
0 1 2 3 4 5 6 7 8 9 10+

Frequency Distribution
% Reached
31.7 22.3 15.4 10.5 7.1 4.7 3.1 2.0 1.3 0.8 1.2

GRPs - 200 Reach - 68% Avg OTS - 2.9

Thus, 32% were not exposed at all 68% saw at least one message 22.3% saw one and only one message 15.4% saw two and only two & so on

1.2% saw 10 or more messages

However the same 200 GRPs in another schedule yield very different results ! SCHEDULE B GRPs - 200 Reach - 71% Avg OTS - 2.8
Frequency
0 1 2 3 4 5 6 7 8 9 10

Frequency Distribution
29.2 24.8 13.2 9.0 8.0 6.7 5.2 2.1 1.3 0.5 0.3

% Reached

Effective Frequency
The number of potential commercial exposures necessary to communicate the advertising message effectively
Generally expressed in terms of 2+, 3+, 4+, etc.

Effective Reach
Percentage(%) of target universe reached by the commercial the number of times set as Effective Frequency or more

Effective Reach & Frequency


A
Frequency 0 1 2 3 4 5 6 7 8 9 10+ % Reached 31.7 22.3 15.4 10.5 7.1 4.7 3.1 2.0 1.3 0.8 1.2

If we set 4 as Effective Frequency What is the Effective Reach in Schedule A and B ?

Frequency 0 1 2 3 4 5 6 7 8 9 10

% Reached 29.2 24.8 13.2 9.0 8.0 6.7 5.2 2.1 1.3 0.5 0.3

Effective Reach @ 4+

Schedule A = 20%
Schedule B = 24.2%

Scheduling
Distribution of advertising weight across the campaign period Pattern influenced by
product market factors advertising budgets level of consumer interest role of advertising competitive activity

Scheduling : Burst
A scheduling tactic that alternates reasonably heavy periods of advertising with periods of hiatus or no activity
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Continuity
A technique used by advertisers in which media is scheduled to run continuously throughout a period without interruption in order to build or maintain advertising awareness and recall.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Drip
A spread of advertising at low weekly weights to provide regular reminder messages to the target audience
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Pulse
A combination of burst and drip, where small bursts of activity are interspersed with short hiatus periods. Provides continuity of presence throughout the year with a degree of cost-efficiency

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Print Terminology
Circulation: The total number of copies distributed through all channels such as subscriptions and newsstand
Generally provided by the title or a Non-profit organization that audits the figures declared by the titles

Readership: The total number of people who read a given publication Target Readers: The total number of people that belong to my target who read a given publication Readers per copy: The average number of people who read a given publication (Can also be calculated against a target)

Thank you

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