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Let there be LIGHT…. TAM Demystified… !!!. Doesn’t Watch TV. Reach. Average No. of People who have viewed a particular TV Content for atleast 1 minute. Reach (000s). Reach %. Total No. of Available People – 10 People that watch TV for atleast a Min - 6 - PowerPoint PPT Presentation
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Let there be LIGHT…
TAM Demystified… !!!
ReachAverage No. of People who have viewed a particular TV Content for atleast 1 minute.
Total No. of Available People – 10
People that watch TV for atleast a Min - 6
Therefore, Reach = 6/10 = 60%
- Doesn’t Watch TV
Reach %
Reach (000s)
Cumulative ReachTotal Unduplicated Reach for a given Period / Programme
Gross Reach = Sum of Reach of All Episode = 221
Total Duplicated Reach = 70
Therefore, Cumulative Reach = 221-70 = 151
Episode No. Episode Reach (000) Duplicated Reach (000)
1 30 0
2 47 15
3 62 30
4 82 25
Time Spent
• 2 Types :– Time Spent by Universe (TSU)– Time Spent by Viewer (TSV)
• TSU is the average time spent by an audience including the non-viewers
• TSU = Total Time Spent Universe
Time Spent
• TSV is the average Time Spent by Viewers only (not including the Non-Viewers).
• TSV = Total Time Spent Reach ‘000
Time Spent Calculation
Total Programme Time = 5 Mins
Therefore, Reach = 60 %TVR = 28%
TSU = 2+3+1+5+2+1 = 1.4
10
TSV = 2+3+1+5+2+1 = 2.33
6
- Doesn’t Watch TV
2 3 1
5 2 1
TVR (%)
ReachTime Spent
- Doesn’t Watch TV
TVRA Time Weighted Figure which also accounts for Time Spent by a Viewer along
with the Reach
2 3 1
5 2 1
Total Programme Time
= 5 Mins.
Reach = 6/10 = 60%
TVR = 2/5 + 0/5 + 3/5 + 0/5 + 1/5 + 0/5 + 5/5 + 2/5 + 0/5 + 1/5
10
Therefore, TVR = 0.28 or 28 %
How can TVR be Read?
• If TVR = 28%
• It Means,
– 28% of the Universe saw 100% of the Programme
Or
– 100% of the Population saw 28% of the Programme
Average TVR• It’s the Mean TVR achieved within a specified period
provided it is for the same Market & for the same TG.• Can only be directly calculated when durations are equal
Episode No. TVR (%)
1 5.6
2 8.2
3 6.25
4 8.9
Average TVR = 5.6 + 8.2 + 6.25 + 8.9
4
= 7.24
Average TVR
• It’s the Mean TVR (Duration Adjusted) achieved within a specified period provided it is for the same Market & for the same TG. The Duration is adjusted for as follows…
Average TVR = 112 + 287 + 250 + 222.5
20 + 35 + 40 + 25 (Total Duration)
= 7.26
Episode No. TVR (%) Duration (mins.) TVR x Duration
1 5.6 20 112
2 8.2 35 287
3 6.25 40 250
4 8.9 25 222.5
TVR in 000’s
• TVR (000) indicates the Total Number of People that have watched the Entire Programme / Slot Duration.
• TVR (000) = Count of People that have viewed 100% of the programme
• TVR (000) = TVR (%) * Universe
• Thus, TVR (%) = TVR (000) / Universe
GRPs• GRPs is the Summation of all the TVRs achieved within a period.
• It can be for a Genre, Channel, DayPart, Market, TG, Programme or combinations of them.
Episode No. TVR (%)
1 5.6
2 8.2
3 6.25
4 8.9
GRPs 28.95
GRPs Continued
• A Normal Practice is to use a summation of 30 min TVRs (Xpress Trend Modules) to ascertain GRPs.
• Thus, nullifying the duration factor…
Channel Share
• There are 2 types of Channel Shares :– Absolute Share– Relative Share
• Absolute Share = Channel Share with ALL channels as a Base
• Relative Share = Channel Share with all channels from the same Genre as a Base
Channel Share Calculation
Absolute Share =
TVR of a Daypart or ProgrammeAny Channel TVR within the same
Daypart
Relative Share =
TVR of a Daypart or ProgrammeGenre TVR within the same Daypart
Channel Share Calculation
• TVR in ‘000 as well as GRPs can also be used for calculation of Share…
• For a longer period, say a week or a month, the above two tend to be much more effective than TVR…
• GRPs tend to be more effective method of Channel Share Calculation incase of Niche Channels.
CPRP
• CPRP (Cost per Rating Point) is the amount an advertiser invests to achieve a TVR of 1 for a commercial.
• It is a effectiveness score which evaluates the value of Spots.
CPRP Calculation
Channel Prime Time TVR (%)
30 Sec Slot Cost CPRP
Star Plus 4.8 200000 200000/4.8 = 41666
Colors 8.2 500000 500000/8.2= 60975
Zee TV 3.25 150000 150000/3.25 = 46153
NTDV Imagine 1.2 30000 30000 / 1.2 = 25000
CPRP calculation is undertaken to get all available options on a single base for Evaluation…
In the above example the most efficient spot is NDTV Imagine followed by Star Plus…
CPT
• CPT (Cost per Thousand) is the amount an advertiser invests to achieve a Reach of 1000 individuals for a commercial.
• It is a effectiveness score which evaluates the value of Spots.
CPT Calculation
Channel Prime Time Reach (000)
30 Sec Slot Cost CPRP
Star Plus 48 Mn 200000 200000 / 48000 = 4.2
Colors 82 Mn 500000 500000 / 82000= 6.9
Zee TV 32 Mn 150000 150000 / 32000 = 4.6
NDTV Imagine 12 Mn 30000 30000 / 12000 = 2.5
CPT calculation is undertaken to get all available options on a single base for Evaluation…
In the above example the most efficient spot is NDTV Imagine followed by Star Plus…
Frequency
• The no. of Times an Individual is “REACHED” by a Programme or Commercial or Slot
• The Definition of Reach holds true in this Case
• Average Frequency (AOTS) = Average No. of Times a Commercial /
Programme was REACHED by an Individual
Reach @ various Frequency Levels
• Reach @ 1+, 2+, 3+
• Reach @ 1+ – No. of People that have seen the
Programme / Commercial / Slot for atleast once
• Reach @ 3+– No. of People that have seen a Programme /
Commercial / Slot more than 3 times.
Reach @ various Frequency Levels / Average Frequency Calculation
No. of Times
Viewed
Person 1 Person 2 Person 3 Person 4 Person 5 Person 6 Person 7
1 2 3 4 5
Reach @ 1+ = 5 / 7Reach @ 2+ = 3 / 7Reach @ 3+ = 2 / 7
AOTS / Average Frequency= 12 / 7
Duplication
• No. of people that have been reached by 2 or more Dayparts / Programme / Slots
• i.e. Duplicated Set of Audiences
100 10020
9:00PM 9:30PM
And there was LIGHT…