the$talk – and$how$the$metricsplayout · 2018. 3. 20. · frequency’(oth) •...
TRANSCRIPT
The talk – and how the metrics play out
Average ¼ hour listenership
• Average number of people who have listened to a station in a quarter hour over a specific period of time e.g. hour or daypart:
Cape Town 25 +Total Audience(000) 1,102
0600-0615 Mon-Fri Avg Qhr - Smile 90.4FM Audience(000) 4
0615-0630 Mon-Fri AvgQhr - Smile 90.4FM Audience(000) 5
0630-0645 Mon-Fri Avg Qhr - Smile 90.4FM Audience(000) 6
0645-0700 Mon-Fri Avg Qhr - Smile 90.4FM Audience(000) 7
Total 22Divided by 4 5.5
Average ¼ hour rating
• Average number of people who have listened to a station in a quarter hour over a specific period of time e.g. hour or daypart, expressed as a percentage of target market:
Cape Town 25 +Total Audience(000) 1,1020600-0615 Mon-Fri Avg Qhr - Smile 90.4FM %Col 0.4
0615-0630 Mon-Fri Avg Qhr - Smile 90.4FM %Col 0.4
0630-0645 Mon-Fri Avg Qhr - Smile 90.4FM %Col 0.5
0645-0700 Mon-Fri Avg Qhr - Smile 90.4FM %Col 0.7
Total 2.0
Divided by 4 0.5
Average ¼ hours
0.0
0.2
0.4
0.6
0.8
1.0
1.2
Rating
Smile FM Ave 1/4hrs
Mon-Fri Sat Sun
Reach
• Number of different people, within a target group, who have listened to a station over a particular period e.g. day, week, month (or to campaign or schedule)
Campaign style: Full Summary
Results for Target Demographic:W Cape SEM 7 - 10
Population '000s - selected 2 593Sample - selected 2 588
Campaign Length: 2 weeks commencing 16 April 2018 Script Length: 1 x 30
Impacts Reach ReachStation '000s Ratings '000s % Av.Freq.Heart 1,660 64.0 403 15.5 4.12
Planning Data Source Report Date: 26-01-2018
Telmar Media Systems Pty Ltd.D173A BRC RAM (Apr 17 - Sep 17) All Respondents RadioMax 2.2.0.87
Reach builds across time channels and days
3.5
10.5
13.7
15.917.1 17.9
18.819.8
.0
5.0
10.0
15.0
20.0
25.0
Mon AM drive Mon Tues Wed Thurs Fri Sat Sun
% Reach
HeartW Cape SEM 7-10
Reach builds over weeks and months
19.822.1
23.724.9
26.628.9
30.932.5
.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
1 week 2 weeks 3 weeks 1 month 6 weeks 3 months 6 months 1 Year
% Reach
HeartW Cape SEM 7-10
Reach builds when you add stations
.0
10.0
20.0
30.0
40.0
50.0
60.0
Heart FM Plus KFM Plus GHFM Plus Smile Plus Cape Talk Plus Radio Sonder Grense
% Reach
W Cape SEM 7-10
But only if they have solus/exclusive listeners
Reach builds when you add stations, but so does cost
0
100
200
300
400
500
600
700
800
900
Heart FM Plus KFM Plus GHFM Plus Smile Plus Cape Talk Plus Radio Sonder Grense
Index
W Cape SEM 7-10
Reach Cost
Frequency (OTH)
• Average number of times the audience, reached by a schedule, is exposed to the commercial
Campaign style: Full Summary
Results for Target Demographic:W Cape SEM 7 - 10
Population '000s - selected 2 593Sample - selected 2 588
Campaign Length: 2 weeks commencing 16 April 2018 Script Length: 1 x 30
Impacts Reach ReachStation '000s Ratings '000s % Av.Freq.Heart 1,660 64.0 403 15.5 4.12
Planning Data Source Report Date: 26-01-2018
Telmar Media Systems Pty Ltd.D173A BRC RAM (Apr 17 - Sep 17) All Respondents RadioMax 2.2.0.87
Gross Rating Points (GRPs)
=
• Total of all the ratings scheduled, within a target group, for a particular period e.g. daypart, week, month (or campaign or schedule)
• Includes duplication
Campaign style: Full Summary
Results for Target Demographic:W Cape SEM 7 - 10
Population '000s - selected 2 593Sample - selected 2 588
Campaign Length: 2 weeks commencing 16 April 2018 Script Length: 1 x 30
Impacts Reach ReachStation '000s Ratings '000s % Av.Freq.Heart 1,660 64.0 403 15.5 4.12
Planning Data Source Report Date: 26-01-2018
Telmar Media Systems Pty Ltd.D173A BRC RAM (Apr 17 - Sep 17) All Respondents RadioMax 2.2.0.87
X
=
• Total of all exposures, within a target group, for a particular periode.g. daypart, week, month (or to campaign or schedule)
Campaign style: Full Summary
Results for Target Demographic:W Cape SEM 7 - 10
Population '000s - selected 2 593Sample - selected 2 588
Campaign Length: 2 weeks commencing 16 April 2018 Script Length: 1 x 30
Impacts Reach ReachStation '000s Ratings '000s % Av.Freq.Heart 1,660 64.0 403 15.5 4.12
Planning Data Source Report Date: 26-01-2018
Telmar Media Systems Pty Ltd.D173A BRC RAM (Apr 17 - Sep 17) All Respondents RadioMax 2.2.0.87
X
Gross Impressions or Impacts
The math
• % Reach x Av. Freq = Gross Rating Points
• Reach 000s x Av. Freq = Gross Impressions
Cost per point (CPP)
• Cost of buying a single rating point, within a target group• Can be over a particular period e.g. day, week, month (or to campaign or schedule)
Campaign style: Full Summary
Results for Target Demographic:W Cape SEM 7-‐10
Population '000s -‐ selected 2 593Sample -‐ selected 2 588
Campaign Length: 1 weeks commencing 16 April 2018Script
Length: 1 x 30 (All Scripts)
Target Target Impacts Reach ReachCampaign Totals 30"CPT 30"CPP '000s Ratings '000s % Av.Freq. Spots CostHeart 104.9 FM 29 748 3,211 123.8 514 19.8 6.24 47 92670
Planning Filename Data Source Report Date: 26-‐01-‐2018
Telmar Media Systems Pty Ltd. Heart build.cmp D173A BRC RAM (Apr 17 -‐ Sep 17) All Respondents RadioMax 2.2.0.87
Cost per thousand (CPT)
• Cost of buying a a thousand impression, within a target group• Can be over a particular period e.g. day, week, month (or to campaign or schedule)
Campaign style: Full Summary
Results for Target Demographic:W Cape SEM 7-‐10
Population '000s -‐ selected 2 593Sample -‐ selected 2 588
Campaign Length: 1 weeks commencing 16 April 2018Script
Length: 1 x 30 (All Scripts)
Target Target Impacts Reach ReachCampaign Totals 30"CPT 30"CPP '000s Ratings '000s % Av.Freq. Spots CostHeart 104.9 FM 29 748 3,211 123.8 514 19.8 6.24 47 92670
Planning Filename Data Source Report Date: 26-‐01-‐2018
Telmar Media Systems Pty Ltd. Heart build.cmp D173A BRC RAM (Apr 17 -‐ Sep 17) All Respondents RadioMax 2.2.0.87
CPP and CPT are interchangeable
0.00
0.50
1.00
1.50
2.00
2.50
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
05:00-06:00 06:00-09:00 09:00-12:00 12:00-15:00 15:00-17:00 17:00-19:00 19:00-22:00 22:00-24:00
Randa
Rands
Kaya FMGauteng Black 25+
CPT CPP
Rates are time channel based
0.00.20.40.60.81.01.21.41.61.82.0
0
2,000
4,000
6,000
8,000
10,000
12,000
%
Rands
Kaya FMGauteng Black 25+
Rate Rating
CPPs/CPTs fluctuate
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Rands
Kaya FMGauteng Black 25+
CPP Average CPP
A closer look at fluctuations
010002000300040005000600070008000900010000
Kaya FMGauteng Black 25+
CPP Average CPP
Drive Time Morning
CPPs/CPTs determine GRPs
-51.4
105.8
-60 -40 -20 0 20 40 60 80 100 120
MorningCPP
Morning GRPs
Kaya FMGauteng Black 25+
CPPs/CPTs determine GRPs
ZAR2,550 ZAR3,025 ZAR3,446ZAR4,748
ZAR8,055 ZAR8,197 ZAR8,233ZAR10,483 ZAR11,234
ZAR16,965ZAR18,394
ZAR24,745ZAR25,908
0
20
40
60
80
100
120
140
160
180
ZAR0
ZAR5,000
ZAR10,000
ZAR15,000
ZAR20,000
ZAR25,000
ZAR30,000
Jacaranda FM
947 RSG 702 Radio 2000
5FM Kofifi FM 97.2
Kaya FM 95.9
Metro FM SAfm Classic FM 102.7
Jozi FM YFM 99.2
GautengSEM 8-10 Eng/Afr
GRPS 30"CPP
Profile
1. Demographic composition of audience2. Usually add up to 100%3. NOT audience size
Profile should not be confused with reach
0.0
10.0
20.0
30.0
40.0
50.0
60.0
SEM 1
SEM 2
SEM 3
SEM 4
SEM 5
SEM 6
SEM 7
SEM 8
SEM 9
SEM 10
% Reach
KZN
East Coast Radio Lotus FM KN Hindvani
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
Profile %
KZN
KZN East Coast Radio Lotus FM KN Hindvani
Index (Selectivity)
• Compares the performance of a station against a particular target market indexed upon a base population.
• Indicates a bias towards a demographic group • Or whether a target market is more or less likely to listen to a station• 100 is the norm
Index (Selectivity)
0
20
40
60
80
100
120
140
160
0.0
5.0
10.0
15.0
20.0
25.0
SEM1 SEM2 SEM3 SEM SEM5 SEM6 SEM7 SEM8 SEM SEM10
Index
% Profile
Gagasi FM vs KZN
KZN Gagasi FM Index
Ongoing Conundrum
Reach
Impact
Frequency
Time
Budget
Compromise
Reach
Impact
Frequency
Time