Television Basics

How many people saw the Programme/Advertisment?

For How Long did he see it?

How is the audience watching Channel A Vs Channel B

Any More??

Basic Conepts used in Television Measurement …

Universe Sample Reach % Absolute Reach Time Spent by Universe TVR % Absolute TVR Absolute Share %

Further Concepts like

•Frequency•Duplication•CPRP•Net Index

“The number of individuals within a given target”

Example : Female 25 Yrs + belonging to SEC A & B Households

What is Universe?

Understanding the basic concepts

Consider this..

Size of the Universe is 5 People named A, B, C, D & E

A 5 Minute Programme is aired for this Universe

Minute on Minute Viewing of the Universe

Universe /

Minutes in Programme

A B C D E

Minute 1

Minute 2

Minute 3

Minute 4

Minute 5

1 Min 5 Min 2 Min 0 Min 1 Min

1) Reach -“Percentage of our target universe who have viewed a

program, atleast for a minute”

Of the 5 people.. 4 people sampled the programme

Now what is Reach?Universe = 5No of People who sampled

=4

Therefore Reach = 4/5

Reach % = 80%

2)-TSU is the average time spent by the Universe (Viewers as well as

Non-Viewers)

TSU = Total Time Spent/ Universe

A total of 9 Minutes have been seen by a universe of 5

people what is Time Spent

by Universe?Universe = 5

No of Minutes Viewed = A + B + C + D + E = 9

Minutes

Therefore Time Spent by Universe = 9/5

TSU = 1 Min 48 Sec

3) TVR% - A Time Weighted Figure which also accounts for Time Spent

by a each Viewer along with the Reach

A total of 4 People Reached the 5 Min programme and viewed it for 9 Minutes

What is TVR%?Universe = 5Programme Dur = 5 Min

No of Minutes that Could have been Viewed = 25 Min

No of Minutes Actually Viewed = A + B + C + D + E = 9 Minutes

TVR = 9/25 TVR% = 36%

Viewed (Min) 1 5 2 0 1

Potential(Min) 5 5 5 5 5

Why is TVR% the Industry Currency?

Because 2 key factors are involved to evaluate the effectiveness of a programme

How many people tuned into the Programme? (Reach)

&

And How long they saw it? (Time Spent)

TVR accounts for both of Reach & Time Spent

4) Share

There are 2 types of Channel Shares :Absolute ShareRelative Share

1) Absolute Share = Channel Share with ALL channels as a Base

Absolute Share =

TVR of a Daypart or ProgrammeAny Channel TVR within the same Daypart

Relative Share

2) Relative Share = Channel Share with same Genre as a Base

Relative Share =

TVR of a Daypart or ProgrammeGenre TVR within the same Daypart

GRP

GRP is summation of TVR%

Episode No. TVR (%)

1 5.6

2 8.25

3 6.25

4 8.9

GRPs 30.00

Calculating GRPs

GRPs can be for a Genre, Channel, DayPart, Market, TG, Programme or combinations of them

Typical Industry Practice to Calculate Daily, Weekly GRPs is to sum up the 30 Min TVRs ( By Date, 30 Min in Xpress Modules)

Concepts Based on Reach, Time Spent & TVR

Cumulative Reach

Total 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 Duplicated Reach

1 30 0

2 47 15

3 62 30

4 82 25

TSV is the average Time Spent by Viewers only (not including the Non-

Viewers)

TSV = Total Time Spent Reach ‘000

Time Spent by Viewer Calculation

Total Programme Time = 5 Mins

Therefore, Reach = 60 %

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

Planning Basics

Lets see how these 3 concepts are related to each other

Reach

Frequency GRPs

For instance, assuming we have a Target Audience of 10 people...

1 in Programme A

1 in Programme B

1 in Programme C

… And our campaign is made of 3 spots

1 TV SPOTGRP / TRP = 50Reach = 50 %Average Frequency TRP/R = 50/50 = 1Frequency Unique Reach

1 50 %2 0 %3 0 %

5 people watched programme Aand saw the commercial...

Rating = 5/10%=50%

Programme AProgramme A

Rating = 50%

Programme AProgramme A

We add Programme Band 6 people watch this programme and our ad

Rating =6/10%=60%

Programme BProgramme B

Unique Audience(Building REACH)

Duplicated audience(Building FREQUENCY)

2 TV SPOTSGRPs = 110Prog B adds 60 TRPs but not 60% reach as 30% is duplicatedReach =50+30= 80 %Average Frequency = 1.4

Spot Unique Reach Cum Reach1 50 % 50%2 30 % 80%

Rating = 50%

Programme AProgramme A

Rating = 60%

Programme BProgramme B

3 TV SPOTSProgramme C adds 50 TRPs but only 10% reach as the other 40% is duplicated with Programme A or/and BGRPs = 160 Reach = 80+10 = 90 %Average Frequency = 1.8

Frequency Unique Reach1 40 %2 30 %3 20 %

Programme CProgramme CRating = 50%

Rating = 50%

Programme AProgramme A Programme BProgramme B

Rating = 60%Did not watch

Plan Reach

“Percentage of our target universe that was exposed at least once to an advertising schedule.”

Usually measured over 1 or 4 week period

Hence, in the previous example,Target Universe = 10A campaign achieves 90% reach, which means that 90% of the target (i.e. 9 out of 10 TA) have seen the commercial at least once

Reach Caveats

As insertions are added to the media schedule, only the audience not previously exposed to the message are added to the reach total.

Thus, once a person is counted in the reach, that person is not counted again no matter how many times the person is exposed.

Reach can never be greater than 100%.

Average Frequency

“The number of times, on average, the audience reached sees the commercial during a given period. ”

Again, in the previous example, Average Frequency of 1.8 means that, as an average, every person reached has seen the commercial 1.8 times. This is an average, which means that some people will have seen the commercial more times, and some less. The average gives us a general idea of the campaign frequency performance.

Gross Rating Points (GRP’s)

“The sum of all ratings achieved in a given period.”

GRPs or TRPs are results of the reach and frequency goals we set

GRPs or TRPs are not goals by themselves

GRPs or TRPs alone don’t tell us what we really achieve

GRPs / TRPs

GRPs / TRPs , Reach & Frequency

Formulae

GRPsGRPs

FrequencyFrequency ReachReach

Frequency x Reach = Frequency x Reach = GRPsGRPs

GRPGRPFrequencyFrequency

= = ReachReach GRPGRPReachReach

Frequency Frequency = =

Rules Never add GRPs/TRPs that belong to different target definitions (will have to

use weighted averages)

Never add GRPs/TRPs that belong to different markets (will have to use weighted averages)

GRP’s can be added by brands, by durations and by weeks/months.(as long as TA and markets are identical)

GRPs /TRPs can be calculated adding the ratings of the advertising campaign spots

Reach and Average Frequency can only be calculated with computer software

Reach can never be higher than 100

GRPs / TRPs , Reach & Frequency

Cost Per Rating Point (CPRP)

“Cost of reaching 1% of my target with a specific medium.”

Formula :

Medium or Vehichle Total Cost ÷ GRPs or Rating = CPRP

In the previous example, assuming it costs Rs 3,00,000/ to buy those 3 spots (= 160 GRP’s)

CPRP = 300000/160= 1875.

Cost Per Thousand (CPT)

“The cost of reaching 1000 individuals within my target with a given medium or specific vehicle”

Formula :

Medium or Vehicle Total Cost ÷ Target Audience (in 000’s) = CPT

Thank You