television basics
TRANSCRIPT
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Television Basics
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How many people saw the Programme/Advertisment?
For How Long did he see it?
How is the audience watching Channel A Vs Channel B
Any More??
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Basic Conepts used in Television Measurement …
Universe Sample Reach % Absolute Reach Time Spent by Universe TVR % Absolute TVR Absolute Share %
Further Concepts like
•Frequency•Duplication•CPRP•Net Index
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“The number of individuals within a given target”
Example : Female 25 Yrs + belonging to SEC A & B Households
What is Universe?
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Understanding the basic concepts
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Consider this..
Size of the Universe is 5 People named A, B, C, D & E
A 5 Minute Programme is aired for this Universe
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Minute on Minute Viewing of the Universe
Universe /
Minutes in Programme
A B C D E
Minute 1
Minute 2
Minute 3
Minute 4
Minute 5
1 Min 5 Min 2 Min 0 Min 1 Min
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1) Reach -“Percentage of our target universe who have viewed a
program, atleast for a minute”
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Of the 5 people.. 4 people sampled the programme
Now what is Reach?Universe = 5No of People who sampled
=4
Therefore Reach = 4/5
Reach % = 80%
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2)-TSU is the average time spent by the Universe (Viewers as well as
Non-Viewers)
TSU = Total Time Spent/ Universe
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A total of 9 Minutes have been seen by a universe of 5
people what is Time Spent
by Universe?Universe = 5
No of Minutes Viewed = A + B + C + D + E = 9
Minutes
Therefore Time Spent by Universe = 9/5
TSU = 1 Min 48 Sec
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3) TVR% - A Time Weighted Figure which also accounts for Time Spent
by a each Viewer along with the Reach
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A total of 4 People Reached the 5 Min programme and viewed it for 9 Minutes
What is TVR%?Universe = 5Programme Dur = 5 Min
No of Minutes that Could have been Viewed = 25 Min
No of Minutes Actually Viewed = A + B + C + D + E = 9 Minutes
TVR = 9/25 TVR% = 36%
Viewed (Min) 1 5 2 0 1
Potential(Min) 5 5 5 5 5
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Why is TVR% the Industry Currency?
Because 2 key factors are involved to evaluate the effectiveness of a programme
How many people tuned into the Programme? (Reach)
&
And How long they saw it? (Time Spent)
TVR accounts for both of Reach & Time Spent
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4) Share
There are 2 types of Channel Shares :Absolute ShareRelative Share
1) Absolute Share = Channel Share with ALL channels as a Base
Absolute Share =
TVR of a Daypart or ProgrammeAny Channel TVR within the same Daypart
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Relative Share
2) Relative Share = Channel Share with same Genre as a Base
Relative Share =
TVR of a Daypart or ProgrammeGenre TVR within the same Daypart
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GRP
GRP is summation of TVR%
Episode No. TVR (%)
1 5.6
2 8.25
3 6.25
4 8.9
GRPs 30.00
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Calculating GRPs
GRPs can be for a Genre, Channel, DayPart, Market, TG, Programme or combinations of them
Typical Industry Practice to Calculate Daily, Weekly GRPs is to sum up the 30 Min TVRs ( By Date, 30 Min in Xpress Modules)
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Concepts Based on Reach, Time Spent & TVR
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Cumulative Reach
Total Unduplicated Reach for a given Period / Programme
Gross Reach = Sum of Reach of All Episode = 221
Total Duplicated Reach = 70
Therefore, Cumulative Reach = 221-70 = 151
Episode No. Episode Reach Duplicated Reach
1 30 0
2 47 15
3 62 30
4 82 25
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TSV is the average Time Spent by Viewers only (not including the Non-
Viewers)
TSV = Total Time Spent Reach ‘000
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Time Spent by Viewer Calculation
Total Programme Time = 5 Mins
Therefore, Reach = 60 %
TSU = 2+3+1+5+2+1 = 1.4
10
TSV = 2+3+1+5+2+1 = 2.33
6
- Doesn’t Watch TV
2 3 1
5 2 1
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Planning Basics
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Lets see how these 3 concepts are related to each other
Reach
Frequency GRPs
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For instance, assuming we have a Target Audience of 10 people...
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1 in Programme A
1 in Programme B
1 in Programme C
… And our campaign is made of 3 spots
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1 TV SPOTGRP / TRP = 50Reach = 50 %Average Frequency TRP/R = 50/50 = 1Frequency Unique Reach
1 50 %2 0 %3 0 %
5 people watched programme Aand saw the commercial...
Rating = 5/10%=50%
Programme AProgramme A
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Rating = 50%
Programme AProgramme A
We add Programme Band 6 people watch this programme and our ad
Rating =6/10%=60%
Programme BProgramme B
Unique Audience(Building REACH)
Duplicated audience(Building FREQUENCY)
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2 TV SPOTSGRPs = 110Prog B adds 60 TRPs but not 60% reach as 30% is duplicatedReach =50+30= 80 %Average Frequency = 1.4
Spot Unique Reach Cum Reach1 50 % 50%2 30 % 80%
Rating = 50%
Programme AProgramme A
Rating = 60%
Programme BProgramme B
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3 TV SPOTSProgramme C adds 50 TRPs but only 10% reach as the other 40% is duplicated with Programme A or/and BGRPs = 160 Reach = 80+10 = 90 %Average Frequency = 1.8
Frequency Unique Reach1 40 %2 30 %3 20 %
Programme CProgramme CRating = 50%
Rating = 50%
Programme AProgramme A Programme BProgramme B
Rating = 60%Did not watch
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Plan Reach
“Percentage of our target universe that was exposed at least once to an advertising schedule.”
Usually measured over 1 or 4 week period
Hence, in the previous example,Target Universe = 10A campaign achieves 90% reach, which means that 90% of the target (i.e. 9 out of 10 TA) have seen the commercial at least once
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Reach Caveats
As insertions are added to the media schedule, only the audience not previously exposed to the message are added to the reach total.
Thus, once a person is counted in the reach, that person is not counted again no matter how many times the person is exposed.
Reach can never be greater than 100%.
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Average Frequency
“The number of times, on average, the audience reached sees the commercial during a given period. ”
Again, in the previous example, Average Frequency of 1.8 means that, as an average, every person reached has seen the commercial 1.8 times. This is an average, which means that some people will have seen the commercial more times, and some less. The average gives us a general idea of the campaign frequency performance.
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Gross Rating Points (GRP’s)
“The sum of all ratings achieved in a given period.”
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GRPs or TRPs are results of the reach and frequency goals we set
GRPs or TRPs are not goals by themselves
GRPs or TRPs alone don’t tell us what we really achieve
GRPs / TRPs
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GRPs / TRPs , Reach & Frequency
Formulae
GRPsGRPs
FrequencyFrequency ReachReach
Frequency x Reach = Frequency x Reach = GRPsGRPs
GRPGRPFrequencyFrequency
= = ReachReach GRPGRPReachReach
Frequency Frequency = =
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Rules Never add GRPs/TRPs that belong to different target definitions (will have to
use weighted averages)
Never add GRPs/TRPs that belong to different markets (will have to use weighted averages)
GRP’s can be added by brands, by durations and by weeks/months.(as long as TA and markets are identical)
GRPs /TRPs can be calculated adding the ratings of the advertising campaign spots
Reach and Average Frequency can only be calculated with computer software
Reach can never be higher than 100
GRPs / TRPs , Reach & Frequency
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Cost Per Rating Point (CPRP)
“Cost of reaching 1% of my target with a specific medium.”
Formula :
Medium or Vehichle Total Cost ÷ GRPs or Rating = CPRP
In the previous example, assuming it costs Rs 3,00,000/ to buy those 3 spots (= 160 GRP’s)
CPRP = 300000/160= 1875.
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Cost Per Thousand (CPT)
“The cost of reaching 1000 individuals within my target with a given medium or specific vehicle”
Formula :
Medium or Vehicle Total Cost ÷ Target Audience (in 000’s) = CPT
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Thank You