Measuring TV ads with metrics like GRP, Reach, Frequency have confounded many Indian advertisers for a long time. If you are probed with questions like 'What is GRP?', 'What is TV Reach'?, then this deck is for you. Being India's largest TV adnetwork, we tried to decode the key metrics widely used for TV ad measurement in the industry with this deck.

1. Decoding TV ad metrics

2. Amagi Public2 Amagi Public
TV ad metrics have eluded the
Indian advertiser for a long time,
partly due to lack of robust
measurement.

3. Amagi Public3 Amagi Public
With the arrival of BARC, TV
ad measurement have
assumed new significance.

4. Amagi Public4 Amagi Public
Must-know TV ad metrics are:

5. Amagi Public5 Amagi Public
Reach
(measured in percentages and ‘000s)
#People who have watched a particular show for
at least a minute.
TV Reach = 80%
#Unique reach = 4
80%
20%
REACH
Viewers Non Viewers

6. Amagi Public6 Amagi Public
Cumulative Reach
(measured in percentages and ‘000s)
Total reach for a particular show for a given period
sans duplicated reach
Kapil Sharma Show
Gross Reach (including all the episodes in a month) = 100
Duplicated Reach = 10
Cumulative Reach = 90
90 unique viewers have watched the show in a period of 30 days

7. Amagi Public7 Amagi Public
TV Ratings
(TVR is measured in %)
Defines the popularity of a TV show. In addition to reach, it
considers the time spent on a particular show.
[TVR = Time Spent X Reach]
TVR is the weighted
average of the time spent
by all the users combined.
TVR =[(20/60)+(60/60)+(10/60)+(30/60)+(0)]/5= 40%
20 min 10 min60 min 30 min 0 min
Time Spent for
a 60 min show

8. Amagi Public8 Amagi Confidential and Proprietary
• Suppose an ad was placed in a programme with 1.3 TVRs
• It means that 1.3% of India has seen the entire programme in which the ad
was placed and the ad also gets a TVR of 1.3
• Now, the ad is played two times in the same 30 minute programme
• 1st ad got a TVR of 1.3 and so did the second ad
• Total TVR garnered by the ad is 1.3+1.3=2.6
• The ad got a GRP of 2.6
TRP and GRP correlation

9. Amagi Public9 Amagi Public
Frequency
It simply means the no.of times an ad has been featured in
a given period

10. Amagi Public10 Amagi Public
Gross Rating Points
(GRP is measured in %)
GRP is considered the accurate metric for TV ads as it
considers the target segment of the advertiser
GRP Calculation for Kapil Sharma Show
Frequency of paytm ad is 5
TVR of the show is 40%
Paytm campaign GRPs are 200
Popularly used to measure ads, GRP is calculated as the
frequency multiplied by TVR

11. Amagi Public11 Amagi Public
Cost per GRP
(CPRP is measured in the currency units)
It is used to measure the effectiveness of the campaign
CPRP Calculation for Kapil Sharma Show
Paytm campaign GRPs are 200
Cost of the campaign is Rs. 10 Lakhs
CPRP would be Rs.5,000
Money spent on a commercial to achieve a TVR of 1.

12. Amagi Public12 Amagi Confidential and Proprietary
Decoding Frequency
FREQUENCY
• Reach = 65% and GRP = 130
• Frequency = 130/65 = 2
• On an average, viewers have watched your ad twice in
the given program

13. Amagi Public13 Amagi Confidential and Proprietary
Decoding CPRP
COST PER RATING POINT
• Total cost of ad spots was Rs.6500
• And GRP is 130
• CPRP = 6500/130 = Rs.50

14. Amagi Public14 Amagi Confidential and Proprietary
Decoding Cost Per Thousand
COST PER THOUSAND
• Cost of ad spots was Rs.6500
• And reach is 650 or (0.65 thousands)
• CPT = 6500/0.65 = Rs.10,000

15. Amagi Public15 Amagi Public
Thank You