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Media fundamentals..
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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
Psychographics
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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
User
Kids
Mothers
Buyer
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
Rating
The Universe = 10 Women, 18-34
Duplication
Percentage of the target audience for one spot that is also exposed to another spot
Spot B
Total Audience = 8
Spot A
Total Audience = 9
QUIZ TIME!
Q1
HT TOI
A = 100
B = 80 D= 35
G = 10
F= 30
E=25
Hin
C = 90 H = 30
Q2
HT TOI
A = 100
B = 80 D= 35
G = 10
F= 30
E=25
Hin
C = 90 H = 30
Q3
HT TOI
A = 100
B = 80 D= 35
G = 10
F= 30
E=25
Hin
C = 90 H = 30
Q4
HT TOI
A = 100
B = 80 D= 35
G = 10
F= 30
E=25
Hin
C = 90 H = 30
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
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)
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.
Campaign A: Reach 50% Frequency = 2.0 Campaign B: Reach 25% Frequency = 4.0 Different objectives - same GRPs
1 in Programme A
1 in Programme B
1 in Programme C
Programme A
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%
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 %
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
Frequency =
GRP Reach
Frequency
Reach
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
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
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
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)
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