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Media Basics

Media Basics. Universe. The number of individuals within a given target. Example : Urban women 25-40 Upper and Middle Income: 2,207,000. Spot A Total Audience = 9. Target: M18-34 Universe = 10. Rating. The percentage (%) of the target universe

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Media Basics

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  1. Media Basics

  2. Universe The number of individuals within a given target Example : Urban women 25-40 Upper and Middle Income: 2,207,000

  3. Spot A Total Audience = 9 Target: M18-34 Universe = 10 Rating The percentage (%) of the target universe exposed to a TV or Radio Spot at a given moment One rating point represents 1% of a given Target Target Rating of Spot A = 30% = 3/10 Rating

  4. Rating The Universe = 10 Women 18-34 Sunday 25th September 2005, 9:30 pm Channel 1 Channel 2 Rating Channel 1 = 40% Rating Channel 2 = 20% Not watching TV = 40%

  5. Spot B Total Audience = 8 Spot A Total Audience = 9 Duplication Percentage of the target audience for one spot that is also exposed to another spot Target A Duplication between Spot A and B = 20% Rating Spot A = 30% Rating Spot B = 40% Target A: Adults 18-49 Universe = 10

  6. Spot A Total Audience = 9 Target M 18-49 Universe = 10 Composition Percentage of a spot audience that belongs to my target Target Composition in Spot A = 33% = 33 Rating

  7. Spot “X“ Target Audience • Rating = • Target Universe • Target Audience Viewed Spot “X“ and “Y” • Duplication = • Target Universe • Spot “X “Target Audience • Composition = • Spot “X” Total Audience • Target Composition Spot “X” • Affinity = • Target Composition in Total People Universe Rating, Duplication, Composition, Affinity Formulae

  8. Exercise Programme A Total Audience = 14 Programme B Total Audience = 10 Target Universe = 12

  9. Exercise All the questions below refer to the Target • What is the rating for Programme A? • What is the rating for Programme B? • What is the Duplication? • What is the Composition for Programme A? • What is the Composition for Programme B? • What is the affinity for Programme A if the Universe composition of the target is 15%? • Has Programme B higher affinity than Programme A?

  10. Exercise All the questions below refer to Target A • What is the rating for Programme A? 25 • What is the rating for Programme B ? 16.7 • What is the Duplication? 0 • What is the Composition for Programme A ? 21.4 • What is the Composition for Programme B ? 20.0 • What is the affinity for Programme A if the Universe composition of the target is 15% ? 143 • Has Programme B higher affinity than Programme A? No (133)

  11. Print Terminology • 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)

  12. Coverage The % of my target universe that reads a given issue of a publication. Similar concept to TV/Radio rating but there is no time frame in print. Target Readers Coverage = Target Universe

  13. Reach & Frequency • 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

  14. GRPs / TRPs 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

  15. 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

  16. Reach (Coverage) 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 = 1,000,000 A 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

  17. 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%.

  18. Frequency 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.

  19. 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

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

  21. … And my campaign is made of 3 spots • 1 in Programme A • 1 in Programme B • 1 in Programme C

  22. Programme A 5 people watched Programme A and saw the commercial... Rating = 50% 1 TV SPOT TRP = 50 Reach = 50 % Average Frequency TRP/R = 50/50 = 1 Frequency Unique Reach 1 50 % 2 0 % 3 0 %

  23. Programme B Programme A Building REACH Rating = 50% Rating = 60% Duplicatedaudience (Building FREQUENCY) We add Programme B and 6 people watch this programme

  24. Programme B Programme A Rating = 50% Rating = 60% TRPs = 110 We added 60 TRPs but not 60% reach as 30% is duplicated Reach = 80 % Average Frequency = 1.4 Spot Reach build Total 1 50 % 50% 2 30 % 80%

  25. 3 TV SPOTS Programme C adds 50 TRPs but only 10% reach as the other 40% is duplicated with Programme A or/and B TRPs = 160 Reach = 90 % Average Frequency = 1.8 Frequency Unique Reach 1 50 % 2 30 % 3 10 % Programme B Programme A Rating = 60% Rating = 50% Programme C Rating = 50%

  26. Formulae GRP Frequency = Reach GRP Reach GRPs Frequency = Frequency Reach GRPs / TRPs , Reach & Frequency Frequency x Reach = GRPs

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