Reach: % of target audience who have been exposed to a specific media vehicle or schedule at least once. Usually measured over a specific period of time e.g., four weeks

Person Total

A B C D (4 Prog/ Pub)

1 x x - - x

2 x x - x x

3 - - - x x

4 - x x x x

5 - - x - x

6 - - x - x

7 x x x x x

8 - - - - -

9 x x - x x

10 - - - - -

Reach 40% 50% 40% 50% 80%

x : Viewed Program At Least Once

Program/ Publication

8 people viewed/ read one of the 4 programs/ publications at least once in a four week period

Combined Reach of the four programs/ publications~ 80% Each program/ publication also had a reach of its own for the four weeks

Frequency Distribution: It is the distribution highlighting reach delivered at each frequency level in a campaign

Eg. In this frequency distribution,

• 44% of the audience had an opportunity to see the ad more than three times during the evaluation period

• 15% of the audiences had an opportunity to see the ad more than six times

6356

44

31

23

1511

6

0

10

20

30

40

50

60

70

1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+

Reach %

GRPsReach x

Frequency

Reach

GRPs/ Frequency

AOTS

GRPs/ Reach

90% 3.9

352

GRPs = Reach x AOTS

Relationship between Reach and Frequency

Reach and Frequency exist in a relationship such that when one goes up, the other goes down (for a finite amount of investment).

Reach and Frequency trade off:

Reach Frequency

Reach and Frequency exist in a relationship such that when one goes up, the other goes down (for a finite amount of investment).

Reach

Frequency

Reach and Frequency trade off:

Reach and Frequency exist in a relationship such that when one goes up, the other goes down (for a finite amount of investment).

Reach

Frequency

Reach and Frequency trade off:

Reach FrequencySame GRP Level

• Increasing Dayparts

• Buying same kind of program

• Increasing # of TV channels/ publications

• Restricting activity to select days in a week

A General Guideline on how to increase reach or frequency

A General Guideline on how to increase reach or frequency

• Increasing publication mix

• Buying inserts in the same publication

• Increasing inserts in publications which have a high duplication with those already taken

• In multi-lingual markets, taking a mix of vernaculars with English/ Hindi publications

Reach Frequency

--- for PRINT

Day part: A part of the broadcast day. In TV,dayparts are usually daytime

(morning & afternoon), early evening, prime time, night

Program: Specific capsule within a daypart .eg, Kyunki Saas Bhi Kabhi Bahu Thi, The World This Week, Cricket broadcast

Advertising Break: Break within a daypart/program for commercial/message airings

Spot: An advertising commercial for advertiser or broadcaster e.g, 30 sec Let’s go commercial, channel promo etc

Some Commonly used Terminology in Television

Television Rating (TVR): An audience measurement unit

Viewership is reported at a minute level

Viewership changes from minute to minute

Thus, for viewership of a program/daypart/ commercial, an average across the time of the program/ daypart/ commercial is taken

TVR is average % viewership in a given time band, across the minutes

It is time weighted viewing

Put in other words, TVR is the total man-minutes watched by the total man-minutes available

Some Commonly used Terminology in Television

Calculating TVR:

Assuming that our total audience comprises 5 individuals and the TVR is to be calculated for a program that is of six minute duration.

Given that the viewing was as reflected below

Some Commonly used Terminology in Television

Persons 1 2 3 4 5 6 Total

A X X X 3

B 0

C X X 2

D X X X 3

E X X 2

Total 2 2 3 0 2 1

TVR = ( 3/6)+(0/6)+(2/6)+(3/6)+(2/6) x 100 = 33%

5

Minutes

Channel Share: Percentage of total TV viewing that is spent on each channel

Channel Av Hrs Per Time Spent Channel Share

Viewer(Rch 000s x Av Hrs /

Vwr)

Star Plus 100 4 400 77Zee 20 1 20 4Sony 50 2 100 19

All Channels* 110 5 520 100

* Assume for this exercise, that these are the only channels in India

Reach 000s

Some Commonly used Terminology in Television

Print Fundas

A publication issued at regular and usually close intervals, esp. daily or

weekly, and commonly containing news, comment, features, and advertising

Important Jargons

• Circulation• The average net paid sales of publications over a period of 6

months = The number of copies each edition sells

• Readership• The total number of persons who are exposed to a publication as

distinguished from the circulation

Research Providers

• NRS (National Readership Survey)• Survey commissioned by NRSC • Research Conducted by IMRB – Indian Market Research Bureau,

AC Nielsen, TNS Mode

• IRS (Indian Readership Survey)• Survey Commissioned by MRUC• Research Conducted by ORG MARG/ Hansa Research

Important Jargons

• Average Issue Readership (AIR)

• The no. of people who have read any issue of the publication within a specified time interval which is equal to the periodicity of the publication

• Claimed Readership (CR)

• No. of people who claim to have read a publication

However the term “Readership” always refer to AIR unless and otherwise mentioned, all plan recommendations are basis AIR

Important Jargons

• Readers per Copy

• Readership/ Circulation

• CPT (Cost per Thousand)

• Cost / Readership in’000

Advantages & Disadvantages by Medium – ROLE of media

Available media

• Television• Print• Radio• Cinema• Outdoor• ‘New’ Media• Sponsorship

Television

Advantages• High impact

• Dynamics of sight, sound & movement

• High coverage• Swift coverage build• Low CPT• Powerful ‘sell in’ medium to

the trade• Mass medium• Reliable research

Disadvantages• Difficult to target precisely• High wastage• High production costs• High capital cost

Print

• Advantages• Mass & niche targeting opportunities• Educational

• Long copy facility• Lower capital cost• Longevity• Ad placement opportunities• Pass on readership

• Disadvantages• Slow to build coverage• Variable reproduction quality• Low impact• Lack of verified circulation / variable

research

Radio

• Advantages• Skew towards desirable

demographics• Housewives/young adults

• Local market opportunities• High frequency• Low CPT• Low production costs

• Minimise wear-out with many executions

• Disadvantages• Low impact• Low coverage• More difficult creative sell• Limited research

Cinema

• Advantages• Young profile• Captive audience• High impact• Ability to follow films• Local market flexibility

• Disadvantages• Very high production costs• Slow coverage build• Poor research

Outdoor

• Advantages• Good awareness builder

• Brand advertising• High frequency• Local market opportunities• Tactical medium

• Disadvantages• Limited communication• Massive wastage• Little targetting sophistication• High capital cost• Very limited research

New media

• Advantages• Young profile• At the cutting edge• Chance to obtain user information

• Get to know the consumer• Detailed communication• Unsurpassed creative opportunity

• Disadvantages• Unproven• Low coverage• User as editor• Communication not advertising

Sponsorship

• Advantages• Inherit sponsorship vehicles

attributes• Creative association/ opportunities

with sponsorship vehicle• Promotional competition

associations• Build data through sponsorship

• Disadvantages• Limited creative communication• Long term investment needed to

obtain maximum benefit• Limited research

Creative Media Placement

• Topping & Tailing• Repeat spots• Consecutive pages• Editorial linkage• Teasers• ‘Roadblocking’