FFrequently requently UUsed sed 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

Television Rating PointsTelevision Rating PointsTelevision 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 In sum, TRP = (Total Time Watched)/(Total Time Available)= (People reached * Avg time spent per person)/(Total Audience * Time of reached * Avg time spent per person)/(Total Audience * Time of program)program)

ReachReach

Reach is a form of audience accumulation. it measures how Reach is a form of audience accumulation. it measures how many different households or audience members were many different households or audience members were exposed exposed at least once at least once to one or more media vehicles over a to one or more media vehicles over a period of time.period of time.

Measure of message dispersion, indicating how widely the Measure of message dispersion, indicating how widely the message may have been received.message 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 Expressed as a raw number or as a percentage of some

universe.universe. audience reached at least onceaudience reached at least once

Net Reach = ------------------------------------ x 100Net Reach = ------------------------------------ x 100 Total audienceTotal audience

GRPGRP

Gross Rating PointsGross Rating Points A measure of gross message weight A 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

Channel ShareChannel Share

The percentage of homes viewing The percentage of homes viewing

TV tuned in to a particular TV tuned in to a particular program/channelprogram/channel

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 Question: If your cost per GRP was Rs 100 and your budget was Rs 20000 for the month, how many GRPs would you expect to Rs 20000 for the month, how many GRPs would you expect to buy? 200buy? 200

Cost Per Rating PointCost Per Rating Point

Effective Reach/FrequencyEffective Reach/Frequency

Number of times an individual needs to be exposed to a communication in a Number of times an individual needs to be exposed to a communication in a fixed time frame for him to react in a desired wayfixed 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 5 timesExample :Effective frequency of 5+ means reaching an individual at least 5 times If 50% have been reached at least 5 times, then 50% is the Effective Reach at 5+If 50% have been reached at least 5 times, then 50% is the Effective Reach at 5+

Definition : The cost of reaching 1000 individuals within thecampaign 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 6,500,000Campaign Cost Rs58,500Eight spots on the schedule that achieved the followingindividual ratings : 23, 18, 24, 16, 9, 31, 17 and 12 Rs.6/-

Cost Per Thousand (CPT)

SOV : Share of VoiceSOV : Share of Voice

GRPs for a particular brand expressed as a percentage of GRPs for a particular brand expressed as a percentage of the GRP for the defined category/Marketthe GRP for 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%

SOS : Share of SpendsSOS : Share of Spends

Spends for a particular brand expressed as a percentage of the Spends for a particular brand expressed as a percentage of the spends for the defined category/Marketspends for the defined 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 %

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