ASSIGNMENT 8.1 - MEDIA

Media basics

Rating1

Audience within target

Total audience

1 rating point = 1% given target

Target

Is the Percentage of the target audience exposed to

a media channel at a given moment

Media basics

GRP1

Gross rating point

Sum of audience sizes for more than 1 ad/program

Media basics

Reach1

Percentage of target audience exposed to an

advertising schedule at least once

Media basics

Frequency1

The average number of times that each person

is exposed to a brand’s ad campaign or schedule

Media basics

CPRP1

Programme total cost

programme rating or

GRP

1 rating point = 1% given target

Cost for one rating point using a specific programme or

channel

Nescafe cùng trò chuyện integrated media campaign

Example

Rating of a spot on Gio vang phim Viet, VTV 3

Example:Nescafe cùng trò chuyện – integrated media campaignTA: Vietnamese youngster, urban, 18-30

Total target (Vietnamese youngster, urban, 18-30)

16.000.000

Gio vang phim viet spotAudience =Audience in Nescafe target = 6.400.000

Target rating of a spot on Gio vang phim Viet, VTV3 = 6.400.000/16.000.000 =40% = 4/10

12.000.000

Nescafe cung tro chuyen also book3 spots on Cap doi hoan hao (rating 9)2 spot on Thu thach cung buoc nhay(rating 6)3 spot on Vietnam Idol (rating 10)

Media schedule for brand Nescafe cung tro chuyen

Chan. Cap doi hoan haoChan. Thu thach cung buoc nhayChan. Vietnam IdolChan. Phim viet gio vang

Rating spots GRP

9 3 276 2 1210 3 304 2 8

Total GRP for Nescafe = 14+12+30+4= 77

Target audience = 16.000.000Nescafe cùng trò chuyện campaign achieves 55% reach in 3 months55% of the target have seen the commercial at least once8.800.000 of the target have seen the commercial at least once

REACH

Average Frequency of 1.4+ means that, on an average, every person reached has seen the commercial of Nescafe cung tro chuyen 1.4 times. This is an average, which means that some people will have seen the commercial more 1.4 times, and some less 1.4 times.

GRPs = reach x frequency 77 = 55 x 1.4

Nescafe cùng trò chuyện afford 77 GRPs on TV, so it has an 55% reach with avg 1.4 Freq

CPRPNescafe cung tro chuyen

rating Ratecards 30s CPRP

Gio vang phim Viet 4 50.000.000 12.500.000

Thu thach cung buoc nhay

6 80.000.000 13.333.333

Cap doi hoan hao 9 150.000.000 16.666.666

Vietnam Idol 10 170.000.000 17.000.000

Media Evaluation Media Objectives

Budget efficiency

Reach and Frequency

Synergy in channel mix

Position against

competitive bench mark