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Universe

Universe. The Total/Actual number of people in a defined target audience. Reach. Number of individuals from the universe who are exposed to the medium or vehicle Reach is normally expressed in % terms. Calculation of Reach. Universe: 10 individuals. For a single episode of Chhoti Maa:

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Universe

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  1. Universe • The Total/Actual number of people in a defined target audience

  2. Reach • Number of individuals from the universe who are exposed to the medium or vehicle • Reach is normally expressed in % terms

  3. Calculation of Reach Universe: 10 individuals. For a single episode of Chhoti Maa: if out of the above 10 people 6 saw atleast 1 minute of the programme then, Reach:6 out of 10 Therefore, reach = 60%

  4. Variations of the reach concept • Gross Reach • Cumulative Reach • Net Reach

  5. Gross Reach • Gross 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

  6. Gross Reach Duplication Net Reach build up Net Reach • Week 1 : 1000 -- 1000 • Week 2 : 2000 (300) 2700 • Week 3 : 1500 (900) 3300 • Week 4 : 1200 (1000) 3500 Cumulative reach over 4 weeks

  7. Cumulative 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

  8. Calculation Explained Universe : 11089000 Total Time: Avg. minutes ( universe) x Universe Total Time / Reach = Average Minutes viewer. Therefore, (1056 x 11089000)/ 10314000= 1135

  9. Is there a term that encompasses both Reach and Time Spent ?

  10. TVR Principle : Reach x Time Spent

  11. TVRs v/s Reach

  12. TVRs v/s Reach • People that saw the programme for atleast 1 continuous minute : A + B+D+E =4 Therefore, Reach=4/5 Reach=80%

  13. TVR vs Reach Person Minutes Viewed Minutes Available A 3 5 B 1 5 C 0 5 D 2 5 E 5 5 (3/5)+(1/5)+(0/5)+(2/5)+(5/5) x 100 TVRs : 5 (A+B+C+D+E) Ratings = On an average 44% of universe of the TG saw the entire Time band

  14. Gross Rating Points (GRPs) • The sum of all ratings 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

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