media basics. universe the number of individuals within a given target example : urban women 25-40...

Media Basics

Universe

The number of individuals within a given target

Example : Urban women 25-40 Upper and Middle Income: 2,207,000

The percentage (%) of the target universeexposed to a TV or Radio Spot at a given moment

One rating point represents 1% of a given Target

Rating

Spot ASpot ATotal Audience = 9Total Audience = 9

Target: M18-34Target: M18-34Universe = 10Universe = 10

Target Rating of Spot A = Target Rating of Spot A = 30% = 3/10 Rating30% = 3/10 Rating

The Universe = 10 Women 18-34The Universe = 10 Women 18-34

Sunday 25th Sunday 25th September 2005,September 2005,9:30 pm9:30 pm

Channel 1Channel 1

Channel 2Channel 2

Rating Channel 1 = 40%Rating Channel 1 = 40%Rating Channel 2 = 20%Rating Channel 2 = 20%Not watching TV = 40%Not watching TV = 40%

Rating

Percentage of the target audience for one spot that is also exposed to another spot

Duplication

Target A: Adults 18-49Target A: Adults 18-49Universe = 10Universe = 10

Spot ASpot ATotal Audience = 9Total Audience = 9

Spot BSpot BTotal Audience = 8Total Audience = 8

Target A Duplication Target A Duplication between Spot A and B = between Spot A and B = 20%20%

Rating Spot A = 30%Rating Spot A = 30%Rating Spot B = 40%Rating Spot B = 40%

Percentage of a spot audience that belongs to my target

Spot ASpot ATotal Audience = 9Total Audience = 9 Target M 18-49Target M 18-49

Universe = 10Universe = 10

Composition

Target Composition in Target Composition in Spot A = 33% = 33 Spot A = 33% = 33 RatingRating

Formulae

Rating, Duplication, Composition, Affinity

Spot “X“ Target Audience Spot “X“ Target Audience Rating = Rating =

Target UniverseTarget Universe

Target Audience Viewed Spot “X“ Target Audience Viewed Spot “X“ andand “Y” “Y”Duplication = Duplication =

Target UniverseTarget Universe

Spot “X “Target Audience Spot “X “Target Audience Composition = Composition =

Spot “X” Total AudienceSpot “X” Total Audience

Target Composition Spot “X”Target Composition Spot “X”Affinity = Affinity =

Target Composition in Total People UniverseTarget Composition in Total People Universe

Exercise

Programme AProgramme ATotal Audience = 14Total Audience = 14

Programme BProgramme BTotal Audience = 10Total Audience = 10

TargetTargetUniverse = 12Universe = 12

All the questions below refer to the Target1. What is the rating for Programme A?2. What is the rating for Programme B?3. What is the Duplication?4. What is the Composition for Programme A?5. What is the Composition for Programme B?6. What is the affinity for Programme A if the Universe composition

of the target is 15%?7. Has Programme B higher affinity than Programme A?

Exercise

All the questions below refer to Target A1. What is the rating for Programme A? 252. What is the rating for Programme B ? 16.73. What is the Duplication?

04. What is the Composition for Programme A ? 21.45. What is the Composition for Programme B ? 20.06. What is the affinity for Programme A if the Universe composition

of the target is 15% ? 1437. Has Programme B higher affinity than Programme A? No (133)

Exercise

• Circulation: The total number of copies distributed through all channels such as subscriptions and newsstand – Generally provided by the title or a Non-profit organization that audits the figures

declared by the titles

• Readership: The total number of people who read a given publication

• Target Readers: The total number of people that belong to my target who read a given publication

• Readers per copy: The average number of people who read a given publication (Can also be calculated against a target)

Print Terminology

Coverage

The % of my target universe that reads a given issue of apublication. Similar concept to TV/Radio rating but there is no time frame in print.

Target Readers Coverage =

Target Universe

• One of the most crucial tasks a planner needs to face is to set the Communication Goals

• Since our target is people and we want to impact these people with our commercial, we need to establish

• How many people to reach • How many times those people should be exposed to the

advertising (Frequency)

• Reach and Frequency are the 2 main Communication Goals we need to establish

Reach & Frequency

GRPs / TRPs (Gross rating Points / Target Rating Points)Is the sum of the ratings of the programmes that are part of an advertising schedule (Campaign)

• In general GRPs are Household Gross rating points and TRPs are Target Gross rating points• GRPs can also be calculated by multiplying Reach x

Average Frequency

GRPs / TRPs

• 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

Let’s see then how Reach - Frequency and GRPs / TRPs are related to each other

GRPs / TRPs

Percentage of our target universe that was exposed at least once to an advertising schedule. Usually measured over 1 or 4 week period Example:Target Universe = 1,000,000A campaign achieves 80% reach in 1 week 80% of the target have seen the commercial at least once 800,000 of the target have seen the commercial at least once

Reach (Coverage)

Reach (Coverage) Cont...• 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%.

Reach (Coverage)

Frequency: (also called Average Frequency)

The average number of times that each person is exposed to a brand’s advertising campaign or schedule. In the Frequency calculation we only consider the people reached by the ad.

Example:

Average Frequency of 4.0 means that, as an average, every person reached has seen the commercial 4 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.

Frequency

Lets see how these 3 concepts are related to each other

100 TRPs can represent:

Campaign A: Reach 50% Frequency = 2.0

Campaign B: Reach 25% Frequency = 4.0

Different objectives - same TRPs

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

– 1 in Programme A

– 1 in Programme B

– 1 in Programme C

… … And my campaign is made of 3 spotsAnd my campaign is made of 3 spots

1 TV SPOT1 TV SPOTTRP = 50TRP = 50Reach = 50 %Reach = 50 %Average Frequency Average Frequency TRP/R = 50/50 = 1TRP/R = 50/50 = 1FrequencyFrequency Unique ReachUnique Reach

11 50 %50 %22 0 %0 %33 0 %0 %

5 people watched5 people watchedProgramme AProgramme Aand saw the and saw the commercial...commercial...

Rating = 50%Rating = 50%

Programme AProgramme A

Rating = 50%

Programme AProgramme A

We add Programme BWe add Programme Band 6 people watch this programmeand 6 people watch this programme

Rating = 60%

Programme BProgramme B

Building REACH

Duplicated audience(Building FREQUENCY)

TRPs = 110TRPs = 110We added 60 TRPs but not 60% We added 60 TRPs but not 60% reach as 30% is duplicatedreach as 30% is duplicatedReach = 80 %Reach = 80 %Average Frequency = 1.4Average Frequency = 1.4

Spot Spot Reach build Reach build Total Total11 50 % 50 % 50% 50%22 30 % 30 % 80%80%

Rating = 50%

Programme AProgramme A

Rating = 60%

Programme BProgramme B

Rating = 50%Rating = 50%

Rating = 50%Rating = 50%

Rating = 60%Rating = 60%

3 TV SPOTS3 TV SPOTSProgramme C adds 50 TRPs but Programme C adds 50 TRPs but only 10% reach as the other 40% is only 10% reach as the other 40% is duplicated with Programme A duplicated with Programme A or/and Bor/and BTRPs = 160TRPs = 160 Reach = 90 %Reach = 90 %Average Frequency = 1.8Average Frequency = 1.8

FrequencyFrequency Unique ReachUnique Reach11 50 %50 %22 30 %30 %33 10 %10 %

Programme AProgramme A Programme BProgramme B

Programme CProgramme C

GRPs / TRPs , Reach & Frequency

FormulaeFormulae

GRPsGRPs

FrequencyFrequency ReachReach

Frequency x Reach = Frequency x Reach = GRPsGRPs

GRPGRPFrequencyFrequency = = ReachReach

GRPGRPReachReachFrequency Frequency = =