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Medium - Television

TRP

GRP

Reach

AOTS

Frequency Distribution

Effective Frequency

Effective Reach

Cost Per Rating Point (CPRP)

Cost Per Thousand (CPT)

Share of Voice (SOV)

Share of Spends (SOS)

Medium – Print

Circulation/Readership/Composition

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- 1. FFrequentlyrequently UUsedsed TTermserms Medium - TelevisionMedium - Television TRPTRP GRPGRP ReachReach AOTSAOTS Frequency DistributionFrequency Distribution Effective FrequencyEffective Frequency Effective ReachEffective Reach Cost Per Rating Point (CPRP)Cost Per Rating Point (CPRP) Cost Per Thousand (CPT)Cost Per Thousand (CPT) Share of Voice (SOV)Share of Voice (SOV) Share of Spends (SOS)Share of Spends (SOS) Medium – PrintMedium – Print Circulation/Readership/CompositionCirculation/Readership/Composition
- 2. Television Rating PointsTelevision Rating Points Television Ratings (TVRs) : Time weighted audienceTelevision Ratings (TVRs) : Time weighted audience MinuteMinute PersonPerson 11 22 33 44 55 66 11 -- YY -- -- -- -- 22 -- -- -- -- YY -- 33 -- -- YY -- -- -- 44 -- -- -- -- -- -- 55 YY YY YY -- -- -- TRP = (6 / 30) * 100 = 20TRP = (6 / 30) * 100 = 20 = [{(1 / 5)+(2 / 5)+(2 / 5)+(0 / 5)+(1/ 5)+(0 / 5) } / 6] * 100 = 20= [{(1 / 5)+(2 / 5)+(2 / 5)+(0 / 5)+(1/ 5)+(0 / 5) } / 6] * 100 = 20 TRP = 20% of audience watching all the timeTRP = 20% of audience watching all the time In sum, TRP = (Total Time Watched)/(Total Time Available)= (People reachedIn sum, TRP = (Total Time Watched)/(Total Time Available)= (People reached * Avg time spent per person)/(Total Audience * Time of program)* Avg time spent per person)/(Total Audience * Time of program)
- 3. ReachReach Reach is a form of audience accumulation. it measures how manyReach is a form of audience accumulation. it measures how many different households or audience members were exposeddifferent households or audience members were exposed at leastat least onceonce to one or more media vehicles over a period of time.to one or more media vehicles over a period of time. Measure of message dispersion, indicating how widely the messageMeasure of message dispersion, indicating how widely the message may have been received.may have been received. ( usually 4 weeks to represent 1 purchase cycle )( usually 4 weeks to represent 1 purchase cycle ) Expressed as a raw number or as a percentage of some universe.Expressed as a raw number or as a percentage of some universe. audience reached at least onceaudience reached at least once Net Reach = ------------------------------------ x 100Net Reach = ------------------------------------ x 100 Total audienceTotal audience
- 4. GRPGRP Gross Rating PointsGross Rating Points A measure of gross message weightA measure of gross message weight A summation of all the TRP’s for a particular media scheduleA summation of all the TRP’s for a particular media schedule Alternately,Alternately, GRP = Reach x Average FrequencyGRP = Reach x Average Frequency
- 5. Channel ShareChannel Share The percentage of homes viewingThe percentage of homes viewing TV tuned in to a particularTV tuned in to a particular program/channelprogram/channel
- 6. Definition :Definition : The cost of buying one rating point.The cost of buying one rating point. Formula :Formula : Cost ÷ TRP = Cost per TRPCost ÷ TRP = Cost per TRP In Practice :In Practice : Rs220,000 ÷ 55 GRPs = Rs 400 CPRPRs220,000 ÷ 55 GRPs = Rs 400 CPRP Question: If your cost per GRP was Rs 100 and your budget was RsQuestion: If your cost per GRP was Rs 100 and your budget was Rs 20000 for the month, how many GRPs would you expect to buy? 20020000 for the month, how many GRPs would you expect to buy? 200 Cost Per Rating PointCost Per Rating Point
- 7. Effective Reach/FrequencyEffective Reach/Frequency Number of times an individual needs to be exposed to a communication inNumber of times an individual needs to be exposed to a communication in a fixed time frame for him to react in a desired waya fixed time frame for him to react in a desired way Sales objectivesSales objectives Competitive learningCompetitive learning Past brand performancePast brand performance Example :Effective frequency of 5+ means reaching an individual at least 5Example :Effective frequency of 5+ means reaching an individual at least 5 timestimes If 50% have been reached at least 5 times, then 50% is the Effective ReachIf 50% have been reached at least 5 times, then 50% is the Effective Reach at 5+at 5+
- 8. Definition : The cost of reaching 1000 individuals within the campaign target audience. Formula :(( Cost )/ (GRPs ÷ 100) x Universe)/1000)) In Practice : Rs 24,750 cost; 110 GRPs; 5,000,000 Universe 24,750/1.1 x 5,000 Question: Work out the CPT given the following components : Universe 6,500,000 Campaign Cost Rs58,500 Eight spots on the schedule that achieved the following individual ratings : 23, 18, 24, 16, 9, 31, 17 and 12 Rs.6/- Cost Per Thousand (CPT)
- 9. SOV : Share of VoiceSOV : Share of Voice GRPs for a particular brand expressed as a percentage of the GRPGRPs for a particular brand expressed as a percentage of the GRP for the defined category/Marketfor the defined category/Market Example :GRPs for Fairglow in month = 1000Example :GRPs for Fairglow in month = 1000 GRPs for the Soap Category in month = 4000GRPs for the Soap Category in month = 4000 Hence SOV for Fairlow = 1000 / 4000 = 25%Hence SOV for Fairlow = 1000 / 4000 = 25%
- 10. SOS : Share of SpendsSOS : Share of Spends Spends for a particular brand expressed as a percentage of the spends for theSpends for a particular brand expressed as a percentage of the spends for the defined category/Marketdefined category/Market Example :Example : Spends for Fairglow in month = Rs 3 CroresSpends for Fairglow in month = Rs 3 Crores Spends for the Soap Category in month =Rs 10CroresSpends for the Soap Category in month =Rs 10Crores Hence SOS for Fairglow = 3 / 10 =30 %Hence SOS for Fairglow = 3 / 10 =30 %
- 11. THANK YOUTHANK YOU Darshan H ShethDarshan H Sheth

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