GRP - contMedia Vehicle Target Rating No. of messagaes Total GRPs (ads)Aaj Kamran Khan Ke 12 4 48SaathAaj ka sawal 4.5 2 9Crossfire 6.7 3 20.1Total 77.1 Target Rating Point 2 systems used to measure TRPs 1. Diary system 2. People’s meters
Reach• Reach is the percentage of target population that is exposed to an advertiser’s message at least once.
Viewing homes/week for Aaj Kamran ke SaathHome Day 1 Day 2 Day 3 Day 4 Total Viewers1 TV - TV TV 32 TV - - TV 23 - TV - - 14 - TV TV TV 35 - - - - 06 - - - TV 17 TV TV TV - 38 TV - TV - 29 - TV TV - 210 - - - - 0Viewing/week 4 4 5 4 17 Reach After 4 days – 80%
Frequency• Rate of exposure is called frequency.• Reach is single exposure• Frequency estimates the number of times the exposure is expected to happen.
Average Frequency• Based on GRP and estimated reach• Average frequency = GRP/ Reach(%)• An ad has a GRP of 150, reach (%) is 30% – Average Frequency = 150/30 = 5
Cost efficiency• Measuring target audience size against the cost of that audience is called efficiency or CPM (Cost per thousand) and CPR (Cost per rating point)• CPM – used to measure one media vehicle against a similar media vehicle e.g. one magazine against another magazine• CPR – Comparing media vehicles based on their ratings
• CPM = Cost of message unit / Gross impressions * 1000e.g. CPM = 50,000/60,000 *1000 = 833.33• CPR = Cost of message unit / Ratinge.g. 70,000/15 = 4666.66