Vũ Phúc – Bích Vân

The percentage (%) of the target audience exposed to a TV at a given moment.

The percentage of our target audience that was exposed at least once to an advertising schedule = people we reached.

The average number of times that each person is exposed to a brand’s advertising campaign or schedule = times we reached.

Gross Rating Point – Sum of audience sizes for more than 1 ad or program.

Cost per rating point – Cost for 1 rating point (in my target) using a specific programme or channel/

Rating

Reach

Frequency

GRP

CPRP

5 key thingsto look from a TV media plan

RatingEx: Spot A:

• Total Audience = 10• Audience within our target = 6

Target rating of spot A = 6/10 (60%)

CPRP

GRP

= ∑ (Rating/spot x spot)

•Ex: Media schedule for Brand Kotex, HTV7, HCM: Rtg Spots GRP

• «Rồng Vàng» 3 x 1 = 3 • Phim truyền hình lúc 8h 8 x 2 = 16 • «Ngôi nhà mơ ước» 2 x 1 = 2

Total GRP for brand Kotext, HTV7, HCM = 21

Program Total Cost or Channel Total Cost Program Rating or Channel GRP

CPRP =

Ex: Ratecard 30s for “Rồng vàng” program is 30,000,000. It has 3 ratings CPRP = 10,000,000/rating

Reach

Frequency

Example: Target audience = 8,000,000.- 50% of the target have seen the commercial at least once.- 4,000,000 people of the target have seen the commercial at least once. A campaign achieves 50% reach in 1 week.

Ex: On an average, every person reached has seen the commercial 3 times. Average Frequency of 3+

• One of the most important factor.• Review CE in compare with actual cost so that we can better planning media strategy next

time. How to deliver the message to the audience with the lowest cost and the least waste? How to maximize Reach & Frequency & GPRs within a given Advertising Budget.

Budget Efficiency

• Very important, express how effective did media work• Determine Target audiences clearly base on their Attitude and behavior of four factors: :

Buyographics, Geographic, Demographic & Psychographics for better execution: scheduling, choosing channel,…

GRPs, Reach,Frequency

• A variety of media and media vehicle are available to advertisers. Did we create an effective mix of Media? Did we choose the right media vehicles?Media Mix

• Where are we now in compare with our competitor ??understand deeper about the market Positioning, maintain or establish competitive advantage

4 factors to evaluate media effectiveness