Media KnowledgeTraining and Support

Table of ContentsChart #

What is Media? 3 TV Concepts 6

Universe 7 Target Audience 8 Vehicle 12 GRP/Ratings 14 Reach 20 Frequency 23 GRP/Reach/Frequency 26 Effective Frequency 31 Share 32 Period 34 Time slot/Time bands 35 Units 36 Category of Channel 38 Summary 39

What is Media?

What is Media

To deliver entertainment, information,and advertisements to an audience

What is Media

Advertising Media Converts products into advertisements

which are delivered to an audience to persuade them to buy the products

Tools of Advertising media television, radio, internet, newspapers,

magazines, and various outdoor advertisements (billboards, neon signs, posters, buses etc.)

TV Concepts : Media Jargon, another

language

Universe

The reference population of a survey

In advertising this is the term applied to the target audience

For example: Red BullMalesAged 15-24Social class A,B, C & D

Target Audience

A sub-population that an advertising campaign or a TV program is aimed at

For example:Young Urban PeopleHousewivesRetirees

What might be the Target Audience for Cosmetics?

Target Audience

Important things to note Avoid choosing small or very narrow

target groups Small sample sizes result in low reliability An example target:

Females with children, university educated, social class A in Can Tho

Sample size=3.

We recommend using sample sizes of at least 100

Targets in Our Software

Vehicle

The potential “carrier” of an advertisement

In TV: a station, during a specific day of the week, during a specific timeslot

In press: a magazine or a newspaper

“News” is a vehicle within HTV7

Examples of Vehicle

News

““Tuoi Tre” & “Hanoi Moi” are two Tuoi Tre” & “Hanoi Moi” are two

vehicles within the press vehicles within the press

GRP or Ratings:The Currency of Media

To buy and sell programs and to buy and sell advertising space

Taylor Nelson Sofres measures GRPs

GRP or Ratings

GRP is the sum of the ratings for the individual program

1% of target audience seeing a commercial one time

2% of target audience seeing a commercial one time, or 1% seeing commercial two times

1 GRP

2 GRPs

So, GRPs provide…….

Duplicated Duplicated RatingsRatings

Little Quiz about GRPs

Average Rating No of Spots GRP

A 20 2 40

B 15 4 60

C 25 2

D 10 5

Ratings in %

Percent (%) of audience that have seen the commercial during the specific timeslot

?Out of 100 individuals having a TV set, 17% have been watching the program “Phim Hon Da Lan Tron” on HTV7 on the day we observe

Program Channel Time RatingPhim Hon Da Lan Tron HTV7 18.15 - 19.03 17%Phim Duong Len Thien Dang VTV3 18.05 - 19.01 13%

Ratings in 000

Ratings expressed in a raw number - the exact number of people

Number is the audience in Thousands ‘000 that saw the commercial during the specific timeslot

Audience ratings include; people aged 4 and above (4+) residents living in private households in a

specific area of the city. Households with at least one TV set

Who use Ratings?

Media Media PlannersPlanners

TV Station TV Station Advertising Advertising DepartmentsDepartments

TV Station TV Station Editorial Editorial DepartmentsDepartments

Program ProducersProgram Producers

Why Use Rating?

Media Media PlannPlannerer

choose choose advertising break advertising break to buyto buy

TV station

AD Dept

sell advertising breaks

Why Use Rating?

TV stations Editorial Dept to source and

schedule programs

TV station

AD Dept

to help them decide what kind of program to make and who to sell the program to

Factors affect Ratings

season

Time

Region

special events

such as Sea Games

Rating Formula

RRatingating= the number of audience watched program

target population x 100%

Reach

Is a measurement of audience accumulation

The % of the target audience who have seen the commercial at least once

So if 10 out of 100 people see your commercial then you have a reach of 10%

Reach has ……..

Reach

Reach does not consider duplication

so if 10 out 100 people see a commercial two times, you still have a Reach of 10%

Average Reach (AvRch000)

Average reach is the average of the daily number of contacts expressed in thousands

Frequency

Frequency is a Measure of Repetition

It indicates the number of times people have seen a commercial

Some will have seen it only once, some others twice, some others thrice, etc…….

Frequency

Frequency= OTS

Difference between Frequency & Reach

what the audience was exposed to the same vehicle (no of times)

how the program (message) may be received in a target universe (no of people) at least once.

no of times

no of people

GRP, Reach & Frequency

GRP, Reach & Frequency - The Raw Data

Support 1 2 3 4 5 6 7 8 9 10Spot 1 X X 0 X 0 X X 0 X 0 6/10 60%Spot 2 X 0 0 0 X X X 0 0 0 4/10 40%Spot 3 0 0 0 X X 0 X 0 0 0 3/10 30%Spot 4 0 X 0 X X 0 X 0 X X 6/10 60%

Sum 190190/4 48%Average Ratings

RatingsRespondent

GRP, Reach & Frequency - The Raw Data

Support 1 2 3 4 5 6 7 8 9 10Spot 1 X X 0 X 0 X X 0 X 0 6 60%Spot 2 X 0 0 0 X X X 0 0 0 1 70%Spot 3 0 0 0 X X 0 X 0 0 0 70%Spot 4 0 X 0 X X 0 X 0 X X 1 80%

Reach + + - + + + + - + + 8/10 80%Frequency 2 2 0 3 3 2 4 0 2 1 19/10 1.9

RXF 152GRPs

RespondentReach

Frequency

GRP = Reach X Frequency Frequency = GRP/Reach

For example: program A, has 152 GRPs.

It has a reach of 80, so, the frequency is as follows:

Frequency = 152 / 80 Frequency = 1.9

Little Quiz about GRPs

200200 GRPs=50% of the target audience (reach) seeing a commercial 4 times (4X50=200)

or 100% reach at a frequency of 2 (2X100=200) How many GRPs if 70% of my target

audience see my commercial 3 times each?

Answer: (3X70=210)

Effective Frequency

The number of times someone must see my commercial before they are persuaded to buy my product

For example: Effective frequency for Laundry

detergent may be 4 but for a special offer it may be only 1

Share

Indicates, out of 100 persons watching TV during a given time slot, how many people watched this station ?

Difference between Rating & Share

out of 100 persons in my universe, how many watched this station?Ratings

Ratings

out of 100 persons watching TV, how many watched this station?

ShareShare

Fidelity

It is the average audience in percentage divided by the accumulated audience in percentage

Fidelity= rating in %

reach in %

Average Fidelity (AvFid)

Its meaning is the average audience in percentage divided by the daily average of the accumulated audience in percentage.

AvFid= rating in % x 100

Avreach in %

Minutes and Total Minutes (Min & Tmin)

Minutes (Min) - it is the average of the daily consumption of minutes.

Total Minutes (Tmin) – its meaning is the total of the consumptions of minutes.

Time band’s contribution to its channel’s total (CChn%)

Its meaning is total minutes of time band of one channel divided by total minutes of time band of reference channel.

CChn%= Total minutes of one channel x 100 Total minutes of reference channel

It is time band’s contribution to Total TV

(CTTV%)

Its meaning is total minutes of time band of one channel divided by total minutes of time band of total TV

CTTV%= Total minutes of one channel x 100 Total minutes of total TV

Target Affinity (TgAfin%)

Its meaning is rating percentage of specific target divided by rating percentage of reference target

TgAfin%= Rating% of target on channel x 100

Rating% of reference target on channel

Time band’s index (TBIndex%)

Its meaning is the contribution of a channel’s share into a “time band”, compared with the same channel’s share in a “reference time band”.

TBIndex%= Share of one channel x 100 Share of reference channel

Target’s saturation (TgSat%)

Its meaning is the percentage of consumption of a target with regard to a reference target.

TgSat%= total minutes of one target x 100

total minutes of reference target

Note: all formulas need to be multiplied with weighting factor

Profile The description of an audience, a target,

a group of consumers.

how many are

men ?how many are women

?how many are young,

middle aged ?

out of 100 persons watching a program

Profile is…...

Examples of Profile

Can be expressed in either a tabular or graphical format:

Channel A % Channel B %

Men 35 51

Women 65 49

Yong 29 39

Middle aged 35 41

Old 36 20

What is Migration

Migration is audience flow that record movements in and out between different TV channels by TV viewers.

For example: one minute audience flow between HTV7 and VTV3

Duplication

Percentage of people who watched several different programs. It can be the same program at different date, different program at different time…...

For example:the number of persons that viewed CCTV-1 Monday between 20:00-20:40 and same channel, same time but on following Tuesday

Duplication

Vehicle A

Vehicle B

Duplication

Examples of Duplication

Period: one week Target: HCMC, 10,000 individuals Channel 1: Ratings=15%, 1500

individuals Channel 2: Ratings=10%, 1000

individuals Duplication=300 individuals

Period

An interval of time, usually defined by days and hours

You may choose any specific day week month or year

to run your calculation depending on the type analysis you are conducting

Timeslot / Time band

Prime time, Morning time, Lunch time

Units

To see detailed rating performances over a specific time period

Choose the period unit by minutes or quarter or half an hour

This shows the detailed fluctuation at each unit you choose

Total TV (TTV)

TTV The sum of the channels we monitor in

our survey area

There are 38 terrestrial channels in our software

Media Training Summary

UniverseTarget Audience

VehicleGRP/Ratings

ReachFrequency

GRP/Reach/FrequencyEffective Frequency

SharePeriod

Time slot/Time bandsUnits

Category of Channel

Social Economic Classes

A: households with monthly income of $US1,000

B: $500 - $999

C: $300 - $499

D: $150 - $300

E/F: less than $150

Media Training Summary

By the end of this training, you should have Basic understanding of interpretations and definitions of important TV Terms