The document outlines various terminologies and metrics used in media analysis, particularly focusing on television and print advertising, including concepts like reach, frequency distribution, gross rating points (GRP), and cost per rating point (CPRP). It explains the importance of effective reach and frequency in advertising campaigns to ensure desired audience exposure. Additionally, it provides examples and formulas for calculating share of voice (SOV) and share of spends (SOS) for brands within their respective market categories.

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