This document defines key media terminology used to measure audience reach and engagement. It explains concepts like universe, reach, gross reach, net reach, opportunities to see, ratings, share of voice, and media weights. Reach refers to the number of people exposed, while ratings consider both reach and time spent viewing. Gross and net reach differentiate counting audiences multiple times.

1. Media Terminologies: Definition & Calculation By Prof Indrani Sen SIMC 20/7/11

2. Media Concepts Universe Reach Maximum Possible Reach Readership Viewership TRP/ TVR GRP CPRP CPT Gross Reach Net Reach OTS Effective Frequency Effective Reach Share of Voice Share of Spends Media Weights

3. The universe The Total/Actual number of people in a defined target audience

4. MPR Maximum Possible Reach Maximum % of Target Audience reached by any particular medium

5. Print Reach Readership of a particular Press Vehicle as % of Target Audience who read any print vehicle Or % of Target Audience/ Universe reached by any particular print vehicle

6. Gross Reach It is mathematically equal to the number of insertions/ spots per vehicle multiplied by the reach in numbers of that particular vehicle Hence this may count each individual more than once

7. Net Reach It is equal to the total number of individuals reached after eliminating duplication

8. OTS : Opportunities To See Equals Gross Reach in numbers divided by Net Reach Reach in numbers OTS = Gross Reach (‘000s) Net Reach (‘000s)

9. Gross Reach, Net Reach, OTS Wwomens Era (1) Femina (1) 20,000 20,000 30,000 Gross Reach in numbers = ? Net Reach = ? OTS = ?

10. Gross Reach, Net Reach, OTS Wwomens Era (1) Femina (1) 20,000 20,000 30,000 Gross Reach in numbers = 90,000 Net Reach = 40,000 + 50,000 - 20,000 = 70,000 OTS = 90,000 / 70,000 = 1.29

11. CPT Cost per every thousand Target Audience reached

12. TV Reach / Coverage Number of individuals from the universe who are exposed to the medium or vehicle for atleast 1 minute TV reach Channel reach Programme reach It is normally expressed in % terms n+ reach is the % of the universe who have seen the ad n or more times

13. Calculation of TV Reach Universe: 10 individuals For a single episode of Kyun ki Saas…, if out of the above 10 people 6 saw atleast 1 minute of the programme then, Reach is 6 out of 10 = 60%

14. Variations of the TV Reach Gross Reach Net Reach Cumulative Reach

15. Gross Reach in TV Gross Reach = Summation of all audiences who have been exposed to the vehicle Week 1 : 1000 Week 2 : 2000 Week 3 : 1500 Week 4 : 1200 Hence, Gross Reach = ? 1000+2000+1500+1200=5700

16. Net Reach in TV Week 1 : 1000 -- 1000 Week 2 : 2000 (300) 1700 Week 3 : 1500 (900) 600 Week 4 : 1200 (1000) 200 1000+1700+600+200 = 3500 Hence, Net Reach of 4 weeks= ? Net Reach Duplication Gross Reach

17. Cumulative Net Reach Principle : Audiences accumulate over time The number of individuals within the TG who are exposed to the medium/vehicle over a certain period of time

18. Calculation of the Net Reach build-up Week 1 : 1000 -- 1000 Week 2 : 2000 (300) 2700 Week 3 : 1500 (900) 3300 Week 4 : 1200 (1000) 3500 Cumulative reach over 4 weeks Net Reach build up Duplication Gross Reach

19. Opportunities to see in TV OTS describes the number of times on an average a viewer sees the ad

20. Calculation of Average OTS Spot 1 KBC Spot 2 Heena Spot 3 News 50% see ad in total. 10% see ad twice. AOTS = Gross reach / Net reach = 60 / 50 =1.2 Average O.T.S Reach 30% Reach 20% Reach 10%

21. Average Time Spent Principle : Different individuals within the TG spend different amount of time on a vehicle Two concepts : Average Time Spent Per Universe Average Time Spent Per Viewer

22. Average Time Spent Per Viewer Total time spent by all viewers / Reach Average Time Spent Per Universe Takes into account both viewers and non-viewers Principle : Different vehicles have differing reach Total Time Spent / Universe

23. Universe : 11089000 Calculation Explained Average Minutes (viewer) =Total Viewing Time / Reach = (1056 x 11089000) / 10314000= 1135 Average minutes ( universe) = Total Viewing Time / Universe can be calculated similarly

24. Is there a term that encompasses both Reach and Time Spent ? Yes, it is TVR or TV Viewrership Rating

25. TRP has been replaced by TVR TRP: % of Target Audience in a particular market who have viewed any particular episode of a TV programme (0nly Reach) TVR: % of Target Audience in a particular market who have viewed any particular episode of a TV programme for at least one minute (Reach x Time Spent)

26. TVRs v/s Reach

27. TVRs v/s Reach People who saw the programme for at least 1 continuous minute : A + B+D+E =4 Therefore, Reach=4/5 Reach=80%

28. TVRs v/s Reach

29. TVR vs Reach Person Minutes Viewed Minutes Available A 3 5 B 1 5 C 0 5 D 2 5 E 5 5 5 (i.e., A+B+C+D+E) x 100 TVR = On an average 44% of universe of the TG saw the entire time band of 5 minutes TVRs : (3/5)+(1/5)+(0/5)+(2/5)+(5/5)

30. TVRs v/s Reach

31. The other way of looking at TVR Minute No. of viewers Total viewers 1 2 5 2 3 5 3 3 5 4 1 5 5 2 5 5 (mins ) x 100 TVR = 44% of universe of the TG saw the programme on an average per minute TVRs : (2/5)+(3/5)+(3/5)+(1/5)+(2/5)

32. Difference Between Reach & TVR Reach: Just a count of no. of people meeting the criterion of viewership threshold (e.g. 1 min) Rating : Count of no. of people meeting the viewership threshold criterion PLUS Proportion of the total time consumed OR Count of people watching a programme / channel on an average per minute

33. Why look at both Reach & TVR ? If Reach is much higher than TVR ? It implies that viewers are watching the programme but switching channels more frequently……….seen in case of movies If programme TVR is close to Reach ? It shows higher viewership loyalty………seen in case of premiere serials like Kyunki Saas…..

34. What is Channel Share ? What percentage of total viewing time a particular channel is watched Indicates how much a channel is watched Higher the channel share greater the probability of commercials been seen in the channel

35. Revisiting TVR !! Person Minutes Viewed Minutes Available A 3 5 B 1 5 C 0 5 D 2 5 E 5 5 5 (i.e., A+B+C+D+E) x 100 TVR = On an average 44% of universe of the TG saw the entire Time band TVRs : (3/5)+(1/5)+(0/5)+(2/5)+(5/5)

36. The other way of looking at channel share We have seen TVR of a channel = Total viewing time / ( Total universe X Total duration ) TVR of Star Plus = S TVR of all channels = T Channel Share of Star Plus = S / T = Total viewing time of Star Plus / Total viewing time of all channels ( total universe & total duration being common factor cancels out ) Channel Share also indicator of how TVR of Star Plus compares with respect to total TVR of all channels

37. Gross Rating Points (GRPs) The sum of all ratings (TVR) achieved in a campaign GRP levels are generally measured and reported on a 4 week basis It is a measure of the media plan’s thrust

38. Our commercial appeared in the following programmes: Programme Rating X 32 Y 21 Z 18 A 24 B 15 110 Gross Rating Points (GRPs)

39. Normalization of GRP Usually done for 30 seconds or 10 seconds The aim here is to find out, if my total GRP with 10 six-second spots is xxx, what will be the GRP equivalence of spots of 30 second duration Just a reminder, that the reach is defined at 1 minute level and hence a TVR will be read as audiences on an average that are available for that MINUTE i.e., reach weighted by the no. of seconds spent by viewers that minute

40. Normalization TVR Dur (Secs) 0.32 60 1.21 60 0.23 60 0.5 60 0.5 60 0.32 60 1.21 60 0.23 60 0.5 60 0.5 60 GRP = 5.52 for the above 10 spots which represent 10 different minutes

41. Normalization Hence in every minute in which these 60 seconders appeared, there were on an average audiences of 5.52/10 = 0.552 for the whole minute for each spot ie. GRP per spot is 0.552 To find out if there were only 30 second spots, the entire duration of all the spots will have to be summed and divided by 30 to get the number of spots, hence 60/30=2 spots in the above case Since we already know that the per spot GRP is 0.552, multiply 0.552 by 2 (no.of spots) to find out the GRP for 30 seconders = 0.552*2 = 1.10

42. CPRP (Cost per Ratings Point) CPRP = Cost / GRP ( how cost effective is the buy to generate GRP ) CPT (Cost per 000s Audience) CPT = Cost / (TVR * Universe in 000s) ( how cost effective is the buy in reaching out to more viewers )

43. Effective Frequency Number of times an individual needs to be exposed to a communication in a fixed time frame for him to react in a desired way Example : Effective frequency of 5+ means reaching an individual at least 5 times

44. Factors determining effective frequency Proposition - New/Old Product life cycles stage Message - Simple/Complex Audience - Receptive/Non-receptive Attitude - Reinforce/Change Brand image in relation to competition - Strong/Weak

45. Factors determining effective frequency Creatives - Existing/New Market clutter - Low/High Category clutter - Low/High Mixed-media support - Low/High Brand Consumption: Low/High Brand value perception: Low/High Brand switch: Low/High Residual awareness: Low/High Awareness - Low/High Marketing imperative - Defend/Attack Brand share - Low/High

46. Effective Reach % of Target Audience who have been reached at least Effective Frequency number of times Example : If 50% have been reached at least 5 times, then 50% is the Effective Reach at 5+

47. Typical Reach Distribution Effective Frequency % Rch

48. SOV : Share of Voice GRPs for a particular brand expressed as a percentage of the GRP for the defined category Example : GRPs for Coke in May = 1000 GRPs for the Soft Drink Category in May = 4000 Hence SOV for Coke = 1000 / 4000 = 25%

49. SOS : Share of Spends Spends for a particular brand expressed as a percentage of the Spends for the defined category Example : Spends for Coke in May = Rs 3 Crores Spends for the Soft Drink Category in May = Rs10 cr Hence SOS for Coke = 3 / 10 =30 %

50. Media Weight Setting Primary role of the media function Reach specific number of people specific number of times Number of people refers to “How many ?” Number of times refers to “With what impact ?” Basic constituents of Media Weights

51. Thank You.