Media Basics

Universe The number of individuals within a given target Example : Urban women Upper and Middle Income: 2,207,000

The percentage (%) of the target universe exposed to a TV or Radio Spot at a given moment One rating point represents 1% of a given Target Rating Spot A Total Audience = 9 Target: M18-34 Universe = 10 Target Rating of Spot A = 30% = 3/10 Rating

The Universe = 10 Women Sunday 25th September 2005, 9:30 pm Channel 1 Channel 2 Rating Channel 1 = 40% Rating Channel 2 = 20% Not watching TV = 40% Rating

Percentage of the target audience for one spot that is also exposed to another spot Duplication Target A: Adults Universe = 10 Spot A Total Audience = 9 Spot B Total Audience = 8 Target A Duplication between Spot A and B = 20% Rating Spot A = 30% Rating Spot B = 40%

Percentage of a spot audience that belongs to my target Spot A Total Audience = 9 Target M Universe = 10 Composition Target Composition in Spot A = 33% = 33 Rating

Formulae Rating, Duplication, Composition, Affinity Spot “X“ Target Audience Spot “X“ Target Audience Rating = Target Universe Target Universe Target Audience Viewed Spot “X“ and “Y” Target Audience Viewed Spot “X“ and “Y” Duplication = Target Universe Target Universe Spot “X “Target Audience Spot “X “Target Audience Composition = Spot “X” Total Audience Spot “X” Total Audience Target Composition Spot “X” Target Composition Spot “X” Affinity = Target Composition in Total People Universe Target Composition in Total People Universe

Exercise Programme A Total Audience = 14 Programme B Total Audience = 10 Target Universe = 12

All the questions below refer to the Target 1.What is the rating for Programme A? 2.What is the rating for Programme B? 3.What is the Duplication? 4.What is the Composition for Programme A? 5.What is the Composition for Programme B? 6.What is the affinity for Programme A if the Universe composition of the target is 15%? 7.Has Programme B higher affinity than Programme A? Exercise

All the questions below refer to Target A 1.What is the rating for Programme A? 25 2.What is the rating for Programme B? What is the Duplication? 0 4.What is the Composition for Programme A? What is the Composition for Programme B? What is the affinity for Programme A if the Universe composition of the target is 15%? Has Programme B higher affinity than Programme A? No (133) Exercise

Circulation: The total number of copies distributed through all channels such as subscriptions and newsstand – Generally provided by the title or a Non-profit organization that audits the figures declared by the titles Readership: The total number of people who read a given publication Target Readers: The total number of people that belong to my target who read a given publication Readers per copy: The average number of people who read a given publication (Can also be calculated against a target) Print Terminology

Coverage The % of my target universe that reads a given issue of a publication. Similar concept to TV/Radio rating but there is no time frame in print. Target Readers Coverage = Target Universe

One of the most crucial tasks a planner needs to face is to set the Communication Goals Since our target is people and we want to impact these people with our commercial, we need to establish How many people to reach How many times those people should be exposed to the advertising (Frequency) Reach and Frequency are the 2 main Communication Goals we need to establish Reach & Frequency

GRPs / TRPs (Gross rating Points / Target Rating Points) Is the sum of the ratings of the programmes that are part of an advertising schedule (Campaign) In general GRPs are Household Gross rating points and TRPs are Target Gross rating points GRPs can also be calculated by multiplying Reach x Average Frequency GRPs / TRPs

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 Let’s see then how Reach - Frequency and GRPs / TRPs are related to each other GRPs / TRPs

Percentage of our target universe that was exposed at least once to an advertising schedule. Usually measured over 1 or 4 week period Example: Target Universe = 1,000,000 A campaign achieves 80% reach in 1 week 80% of the target have seen the commercial at least once 800,000 of the target have seen the commercial at least once Reach (Coverage)

Reach (Coverage) Cont... 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%. Reach (Coverage)

Frequency: (also called Average Frequency) The average number of times that each person is exposed to a brand’s advertising campaign or schedule. In the Frequency calculation we only consider the people reached by the ad. Example: Average Frequency of 4.0 means that, as an average, every person reached has seen the commercial 4 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. Frequency

Lets see how these 3 concepts are related to each other 100 TRPs can represent: Campaign A: Reach 50% Frequency = 2.0 Campaign B: Reach 25% Frequency = 4.0 Different objectives - same TRPs

For instance, assuming we have a Target Audience of 10 people...

– 1 in Programme A – 1 in Programme B – 1 in Programme C … And my campaign is made of 3 spots

1 TV SPOT TRP = 50 Reach = 50 % Average Frequency TRP/R = 50/50 = 1 FrequencyUnique Reach 150 % 20 % 30 % 5 people watched Programme A and saw the commercial... Rating = 50% Programme A

Rating = 50% Programme A We add Programme B and 6 people watch this programme Rating = 60% Programme B Building REACH Duplicated audience (Building FREQUENCY)

TRPs = 110 We added 60 TRPs but not 60% reach as 30% is duplicated Reach = 80 % Average Frequency = 1.4 Spot Reach build Total 1 50 % 50% 2 30 % 80% Rating = 50% Programme A Rating = 60% Programme B

Rating = 50% Rating = 60% 3 TV SPOTS Programme C adds 50 TRPs but only 10% reach as the other 40% is duplicated with Programme A or/and B TRPs = 160 Reach = 90 % Average Frequency = 1.8 FrequencyUnique Reach 150 % 230 % 310 % Programme A Programme B Programme C

GRPs / TRPs, Reach & FrequencyFormulaeGRPs FrequencyReach Frequency x Reach = GRPs GRPFrequency = Reach = ReachGRPReach Frequency =