GRP - contMedia Vehicle Target Rating No. of messagaes

(ads)Total GRPs

Aaj Kamran Khan Ke Saath

12 4 48

Aaj ka sawal 4.5 2 9

Crossfire 6.7 3 20.1

Total 77.1

Target Rating Point

2 systems used to measure TRPs

1. Diary system2. People’s meters

Reach

• Reach is the percentage of target population that is exposed to an advertiser’s message at least once.

Viewing homes/week for Aaj Kamran ke SaathHome Day 1 Day 2 Day 3 Day 4 Total

Viewers1 TV - TV TV 3

2 TV - - TV 2

3 - TV - - 1

4 - TV TV TV 3

5 - - - - 0

6 - - - TV 1

7 TV TV TV - 3

8 TV - TV - 2

9 - TV TV - 2

10 - - - - 0

Viewing/week 4 4 5 4 17

Reach After 4 days – 80%

Frequency

• Rate of exposure is called frequency.

• Reach is single exposure

• Frequency estimates the number of times the exposure is expected to happen.

Average Frequency

• Based on GRP and estimated reach

• Average frequency = GRP/ Reach(%)

• An ad has a GRP of 150, reach (%) is 30%– Average Frequency = 150/30 = 5

Cost efficiency

• Measuring target audience size against the cost of that audience is called efficiency or CPM (Cost per thousand) and CPR (Cost per rating point)

• CPM – used to measure one media vehicle against a similar media vehicle e.g. one magazine against another magazine

• CPR – Comparing media vehicles based on their ratings

• CPM = Cost of message unit / Gross impressions * 1000

e.g. CPM = 50,000/60,000 *1000 = 833.33

• CPR = Cost of message unit / Rating

e.g. 70,000/15 = 4666.66