1. GRiP-It! DLA Deployment
Media Math I

2. Agenda
Introduction
End Goal
Basic Terminology
Audience Distribution
Reach and Frequency
Effective Frequency
Negative Frequency
How People See Your Channel
How GRiP-it!® Sees Your Channel

3. Introduction
Media Math is the key behind all of Television Advertisement
Everyday their commercial will reach a certain number of viewers.....
Everyday they air their commercial multiple times….
The math is very simple….
You multiply your Reach by your average Frequency to determine your Gross Ratings Points
R x F = GRP
Remember YOU are Real Time’s Biggest Advertiser

4. End Goal The Problem: The Challenge: It is all about Math
“The reality is that most of us make too many promos, of the wrong length, then air them at the wrong time” (Lee Hunt, Promax 2003)
The Challenge:
Its all about getting the right message, to the right people, the right number of times…. Without burning them out….
It is all about Math

5. Basic Terminology Demographic Universe Ratings Reach/Cume/Coverage
National
Coverage
%Max Cume
Ratings
Reach/Cume/Coverage
Gross Ratings Point
Impression

6. Audience Distribution
Small Group of Viewers have Biggest Impact (5%-10%)
Not Primary Target: Already Peaked
Important for Ratings, not Ratings Growth
Large Number of Viewers have only small Impact (view 1x wk)
Not a Target: Cannot be reached with On-Air
Phantom Viewers
Usually will only be “moving” Regular Viewers
Perfect Target: Receptive and Can be Reached enough times
Gripit Target

7. Reach and Frequency
Reach Level –It is often also used to represent the number of times a specific promo reached people:
1+ Reach – The number or percent of people reached by a promo at least 1 time
3+ Reach – The number or percent of people reached by a promo at least 3 times
In this case, Reach is really Frequency.
A 3+ Reach means that is how many people have seen the promo at least 3 times for the specific Demo it was targeted to
Average Frequency – The average number of times a demo viewed a promo. This number is really just your GRP’s scheduled divided by your 1+ Cume
Over 1 Week your campaign may have an Ave Freq of 4
Over 2 Weeks your campaign may have an Ave Freq of 6

8. On-Air Promotions is the art of “Herding Cats”
Effective Frequency
On-Air Promotions is the art of “Herding Cats”
Showing a Promo 1 time will not push millions of viewers in a new direction
3 Time Rule
First time you see the promo
Second time you “hear” the promo
Third time you “get” the promo
Frequency key to “Audience Awareness”
Must reach the average target viewer enough times
Some you will reach faster
Some you will never reach enough

9. Reach vs Frequency
Expanding the Reach/Coverage of your campaign occurs most rapidly in the first 1-2 weeks
Afterwards, even with the same effort you accumulate truly new viewers very slowly—the so called “Law of Diminishing Returns”
At this point, On-Air does not gain new audience or awareness—only Frequency
At this point you can start to think of multiple creative executions, but this is not always necessary before

10. Sometimes more is “too much”
Negative Frequency
Sometimes more is “too much”
Third time you “get” the promo
However, Twentieth Time you “hate” the promo
Monitoring campaign balance and duration can guard against audience tune-out

11. How Managers See Their Channel
Have TV at the Office
Have TV at Home
Do not watch Promo’s, watch for Promo’s
Very dedicated, but not very natural
Morning
Afternoon
Evening

12. How Your Audience Sees Your Channel
Does not have a TV at work!
Does not watch all day
Does not watch all of a program
Not always dedicated, but very natural
Morning
Afternoon
Evening

13. How Presentation Systems See Your Channel
Cannot view based on time
Cannot view based on audience
Veeeery un-natural!

14. How GRiP-it!® Sees Your Channel
Views schedule based on Audience
Knows who watches when
Knows when nobody watches
Knows if fans of Program A, also watch Program B
Schedules for Millions, not for One
Morning
Afternoon
Evening
Weekend

15. Audience Targeting: Viewing Patterns by Day
Not all logs are created equal
Untapped Opportunites Can be Maximized
Sat “Peaks” are different than Fri/Sun

16. Audience Targeting: Viewing Patterns by Type
Audience Likes/Dislikes is natural, and can create Win-Win areas for our campaigns
Different Audiences may choose their “Prime” differently

17. Review Always: Never: Plan by Audience, not by spots Monitor closely
Get the right message
To the right people
The right number of times
Monitor closely
1+ Reach
3+ Reach
Average Frequency
Focus on building Audience Awareness over weeks with these numbers
Never:
Measure effectiveness by #Spots