Media Knowledge Training and Support

Table of Contents Chart # What is Media? 3 TV Concepts 6 Universe 7 Target Audience 8 Vehicle 12 GRP/Ratings 14 Reach 20 Frequency 23 GRP/Reach/Frequency 26 Effective Frequency 31 Share 32 Period 34 Time slot/Time bands 35 Units 36 Category of Channel 38 Summary 39

What is Media?

What is Media To deliver entertainment, information, and advertisements to an audience

What is Media Advertising Media Tools of Advertising media Converts products into advertisements which are delivered to an audience to persuade them to buy the products Tools of Advertising media television, radio, internet, newspapers, magazines, and various outdoor advertisements (billboards, neon signs, posters, buses etc.)

TV Concepts : Media Jargon, another language

Universe The reference population of a survey In advertising this is the term applied to the target audience For example: Red Bull Males Aged 15-24 Social class A,B, C & D

Target Audience A sub-population that an advertising campaign or a TV program is aimed at For example: Young Urban People Housewives Retirees What might be the Target Audience for Cosmetics?

Target Audience Important things to note Avoid choosing small or very narrow target groups Small sample sizes result in low reliability An example target: Females with children, university educated, social class A in Can Tho Sample size=3. We recommend using sample sizes of at least 100

Targets in Our Software

Vehicle The potential “carrier” of an advertisement In TV: a station, during a specific day of the week, during a specific timeslot In press: a magazine or a newspaper

Examples of Vehicle “News” is a vehicle within HTV7 News “Tuoi Tre” & “Hanoi Moi” are two vehicles within the press

GRP or Ratings: The Currency of Media Gross Rating Point To buy and sell programs and to buy and sell advertising space Taylor Nelson Sofres measures GRPs

GRP or Ratings GRP is the sum of the ratings for the individual program 1% of target audience seeing a commercial one time 1 GRP 2% of target audience seeing a commercial one time, or 1% seeing commercial two times 2 GRPs

So, GRPs provide……. Duplicated Ratings

Little Quiz about GRPs

Ratings in % Percent (%) of audience that have seen the commercial during the specific timeslot Out of 100 individuals having a TV set, 17% have been watching the program “Phim Hon Da Lan Tron” on HTV7 on the day we observe ?

Ratings in 000 Ratings expressed in a raw number - the exact number of people Number is the audience in Thousands ‘000 that saw the commercial during the specific timeslot Audience ratings include; people aged 4 and above (4+) residents living in private households in a specific area of the city. Households with at least one TV set

Who use Ratings? TV Station Advertising Departments Media Planners TV Station Editorial Departments Program Producers

Why Use Rating? choose advertising break to buy Media Planner choose advertising break to buy TV station AD Dept sell advertising breaks

Why Use Rating? to source and schedule programs TV stations Editorial Dept to source and schedule programs to help them decide what kind of program to make and who to sell the program to TV station AD Dept

Factors affect Ratings Time Region special events season such as Sea Games

Rating= the number of audience watched program Rating Formula Rating= the number of audience watched program target population x 100%

Reach Is a measurement of audience accumulation The % of the target audience who have seen the commercial at least once So if 10 out of 100 people see your commercial then you have a reach of 10%

Reach has …….. No Duplication

Reach Reach does not consider duplication so if 10 out 100 people see a commercial two times, you still have a Reach of 10%

Average Reach (AvRch000) Average reach is the average of the daily number of contacts expressed in thousands

Frequency Frequency is a Measure of Repetition It indicates the number of times people have seen a commercial Some will have seen it only once, some others twice, some others thrice, etc…….

Frequency Frequency = OTS

Difference between Frequency & Reach what the audience was exposed to the same vehicle (no of times) Frequency extent no of times Reach widely how the program (message) may be received in a target universe (no of people) at least once. no of people

GRP, Reach & Frequency GRP=Reach X Frequency

GRP, Reach & Frequency - The Raw Data

GRP, Reach & Frequency - The Raw Data

Frequency GRP = Reach X Frequency Frequency = GRP/Reach For example: program A, has 152 GRPs. It has a reach of 80, so, the frequency is as follows: Frequency = 152 / 80 Frequency = 1.9

Little Quiz about GRPs 200 GRPs=50% of the target audience (reach) seeing a commercial 4 times (4X50=200) or 100% reach at a frequency of 2 (2X100=200) How many GRPs if 70% of my target audience see my commercial 3 times each? Answer: (3X70=210)

Effective Frequency The number of times someone must see my commercial before they are persuaded to buy my product For example: Effective frequency for Laundry detergent may be 4 but for a special offer it may be only 1

Share Indicates, out of 100 persons watching TV during a given time slot, how many people watched this station ?

Difference between Rating & Share out of 100 persons watching TV, how many watched this station? Share out of 100 persons in my universe, how many watched this station? Ratings

Fidelity Fidelity= rating in % It is the average audience in percentage divided by the accumulated audience in percentage Fidelity= rating in % reach in %

Average Fidelity (AvFid) Its meaning is the average audience in percentage divided by the daily average of the accumulated audience in percentage. AvFid= rating in % x 100 Avreach in %

Minutes and Total Minutes (Min & Tmin) Minutes (Min) - it is the average of the daily consumption of minutes. Total Minutes (Tmin) – its meaning is the total of the consumptions of minutes.

Time band’s contribution to its channel’s total (CChn%) Its meaning is total minutes of time band of one channel divided by total minutes of time band of reference channel. CChn%= Total minutes of one channel x 100 Total minutes of reference channel

It is time band’s contribution to Total TV (CTTV%) Its meaning is total minutes of time band of one channel divided by total minutes of time band of total TV CTTV%= Total minutes of one channel x 100 Total minutes of total TV

Target Affinity (TgAfin%) Its meaning is rating percentage of specific target divided by rating percentage of reference target TgAfin%= Rating% of target on channel x 100 Rating% of reference target on channel

Time band’s index (TBIndex%) Its meaning is the contribution of a channel’s share into a “time band”, compared with the same channel’s share in a “reference time band”. TBIndex%= Share of one channel x 100 Share of reference channel

Target’s saturation (TgSat%) Its meaning is the percentage of consumption of a target with regard to a reference target. TgSat%= total minutes of one target x 100 total minutes of reference target Note: all formulas need to be multiplied with weighting factor

Profile The description of an audience, a target, a group of consumers. out of 100 persons watching a program how many are men ? how many are women ? how many are young, middle aged ?

Profile is…...

Examples of Profile Can be expressed in either a tabular or graphical format:

What is Migration Migration is audience flow that record movements in and out between different TV channels by TV viewers. For example: one minute audience flow between HTV7 and VTV3

Duplication Percentage of people who watched several different programs. It can be the same program at different date, different program at different time…... For example:the number of persons that viewed CCTV-1 Monday between 20:00-20:40 and same channel, same time but on following Tuesday

Duplication Duplication Vehicle A Vehicle B

Examples of Duplication Period: one week Target: HCMC, 10,000 individuals Channel 1: Ratings=15%, 1500 individuals Channel 2: Ratings=10%, 1000 individuals Duplication=300 individuals

Period An interval of time, usually defined by days and hours You may choose any specific day week month or year to run your calculation depending on the type analysis you are conducting

Timeslot / Time band Prime time, Morning time, Lunch time

Units To see detailed rating performances over a specific time period Choose the period unit by minutes or quarter or half an hour This shows the detailed fluctuation at each unit you choose

Total TV (TTV) TTV The sum of the channels we monitor in our survey area There are 38 terrestrial channels in our software

Media Training Summary Universe Target Audience Vehicle GRP/Ratings Reach Frequency GRP/Reach/Frequency Effective Frequency Share Period Time slot/Time bands Units Category of Channel

Social Economic Classes A: households with monthly income of $US1,000 B: $500 - $999 C: $300 - $499 D: $150 - $300 E/F: less than $150

Media Training Summary By the end of this training, you should have Basic understanding of interpretations and definitions of important TV Terms