media concepts
TRANSCRIPT
Media Terminologies: Definition & Calculation
By Prof Indrani Sen
SIMC20/7/11
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
The universe
• The Total/Actual number of people in a defined target audience
MPRMaximum Possible Reach
• Maximum % of Target Audience reached by any particular medium
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
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
Net Reach
• It is equal to the total number of individuals reached after eliminating duplication
OTS : Opportunities To See
Equals Gross Reach in numbers divided by Net Reach Reach in numbers
OTS = Gross Reach (‘000s) Net Reach (‘000s)
Gross Reach, Net Reach, OTS
Wwomens Era (1)Wwomens Era (1) Femina (1)Femina (1)
20,00020,00020,00020,000 30,00030,000
Gross Reach in numbers Gross Reach in numbers = ?= ?Net ReachNet Reach = ?= ?OTSOTS = ?= ?
Gross Reach, Net Reach, OTS
Wwomens Era (1)Wwomens Era (1) Femina (1)Femina (1)
20,00020,00020,00020,000 30,00030,000
Gross Reach in numbers Gross Reach in numbers = 90,000= 90,000Net ReachNet Reach = 40,000 + 50,000 - 20,000 = 70,000= 40,000 + 50,000 - 20,000 = 70,000
OTSOTS = 90,000 / 70,000 = 1.29= 90,000 / 70,000 = 1.29
CPT
Cost per every thousand Target Audience reached
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
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%
Variations of the TV Reach
• Gross Reach
• Net Reach
• Cumulative Reach
Gross Reach in TVGross 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
Net Reach in TV
• Week 1 : 1000 -- 1000
• Week 2 : 2000 (300) 1700
• Week 3 : 1500 (900) 600
• Week 4 : 1200 (1000) 200
Net ReachDuplicationGross Reach
1000+1700+600+200 = 3500
Hence, Net Reach of 4 weeks= ?
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
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
Net Reach build upDuplicationGross Reach
Cumulative reach over 4 weeks
Opportunities to see in TV
• OTS describes the number of times on an average a viewer sees the ad
Calculation of Average OTS
Spot 1KBC
Spot 2Heena
Spot 3News
50% see ad in total. 10% see ad twice. AOTS = Gross reach / Net reach
= 60 / 50 =1.2 Average O.T.S
Reach30%
Reach20%
Reach10%
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
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
ChannelAvgMins {Universe}
AvgMins {Viewer}
Reach OOOs
Star Plus 1056 1135 10314
Sony 739 807 10157
Zee TV 358 401 9904
Total ( Any Channel) 6910 7112 10773
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
Is there a term that encompasses both Reach and Time Spent ?
Yes, it is TVR or TV Viewrership Rating
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)
TVRs v/s Reach
A B C D E
1 X X
2 X X X
3 X X X
4 X
5 X X
Individuals
Min
ute
s
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%
TVRs v/s Reach
A B C D E
1 X X
2 X X X
3 X X X
4 X
5 X X
Individuals
Min
ute
s
TVR vs ReachPerson 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)
TVRs v/s Reach
A B C D E
1 X X
2 X X X
3 X X X
4 X
5 X X
Individuals
Min
ute
s
The other way of looking at TVRMinute 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)
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
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…..
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
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)
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
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
Our commercial appeared in the following programmes:
Programme Rating
X 32
Y 21
Z 18
A 24
B 15
110
Gross Rating Points (GRPs)
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
Normalization TVR Dur
(Secs)0.32 601.21 600.23 600.5 600.5 600.32 601.21 600.23 600.5 600.5 60
GRP = 5.52 for the above 10 spots which represent 10 different
minutes
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
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 )
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
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
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
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+
Typical Reach Distribution
0102030405060708090
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+
Effective Frequency
%Rch
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 = 1000GRPs for the Soft Drink Category in May = 4000
Hence SOV for Coke = 1000 / 4000 = 25%
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 %
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 people refers to “How many ?”Number of times refers to “With what impact ?” Number of times refers to “With what impact ?”
Basic Basic constituentsconstituentsof Media of Media WeightsWeights
Thank You.