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Television Planning

Television Planning. Basic Terminology. Reach. The number or percentage of a population group exposed to a media schedule within a given period of time Generally expressed as a percentage Television: Television Viewership Press : Press Readership Radio : Radio Listenership. TRP.

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Television Planning

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  1. Television Planning

  2. Basic Terminology

  3. Reach • The number or percentage of a population group exposed to a media schedule within a given period of time • Generally expressed as a percentage • Television: Television Viewership • Press : Press Readership • Radio : Radio Listenership

  4. TRP • Time weighted average viewership • Television Rating Point

  5. Reach v/s Ratings • Reach = Unduplicated head count • Rating = Time weighted average viewership of a programme • Example: • Reach =30 % means that 30% of the TA watched atleast 1 minute of the programme • TRP=30% means 30% of the TA watched 100% of the programme or 100% of the TA watched 30% of the programme

  6. Reach & Rating Assume, no. of people in the Universe = 5 Programme / time band duration = 30min. Person Amount of time watched A 3 min B 10 min C 20 min D - E 7 min

  7. Reach & Rating  Viewed one minute or more Reach =x 100 Universe Hence, Reach = 4 /5 x 100 = 80%  (Time spent / Duration of prog.) Rating =x 100 Universe {3/30 + 10/30 + 20/30 +0/30 + 7/30} Hence, Rating =x 100 5 = 26.67 %

  8. Average Opportunity To See (AOTS) • The average number of times a consumer has been exposed to a message in any medium within a specified period of time • The same as frequency • Example: • TA size : 2 individuals • Individual ‘A’ has been exposed 10 times to the ad during the campaign period • Individual ‘B’ has been exposed 4 times to the ad during the campaign period • AOTS=(10+4)/2=7

  9. Gross Rating Points-GRPs • The sum of all ratings delivered by a given list of media vehicles, or • Reach x Frequency • Indicates Total Pressure in a Market Comparable across Markets,Cost is directly proportionate to GRPs

  10. Effective Frequency • The minimum number of exposures or range of exposures necessary for effective communication

  11. Effective Reach • The percentage of the target audience having an opportunity to be exposed to the advertising message at an effective frequency level

  12. SOV & SOE • Share of Voice (SOV): % GRP share for brand in GRPs for all brands in the category = GRP for brand “A” x 100 Total GRPs in the category • Share of Spends/Expenditure (SOS/E) : SOV calculation replacing GRPs by spends Both are usually calculated over a common time period • SOV & SOE compared indicate cost efficiency of a brands activity

  13. Press Planning

  14. Publication Readership FPC Rate CPT inh '000s in Rs in Rs A B B/A Cosmopolitan 800 125000 156 Femina 1200 225000 188 Elle 600 115000 192 Cost Per Thousand (CPT) • Cost of reaching an audience on a per thousand basis, calculated either on circulation or readership • Used to compare cost efficiencies across vehicles • Example :

  15. First AdCheck identifies the rational and emotional reasons that motivate people to buy your brand. Next AdCheck measures how closely your message matches those reasons. Then AdCheck reveals how to tune your message to make it more appealing. The methodology works at every consumer touch point: traditional advertising media (concepts, storyboards, animations), websites, packaging, sponsorships and promotions.

  16. Thank you

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