1. Media Knowledge Training and Support

2. 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

3. What is Media?

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

5. 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.)

6. TV Concepts : Media Jargon, another language

7. 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

8. 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?

9. 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

10. Targets in Our Software

11. 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

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

13. 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

14. 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

15. So, GRPs provide…….
Duplicated Ratings

16. Little Quiz about GRPs

17. 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 ?

18. 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

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

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

21. 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

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

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

24. 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%

25. Reach has ……..
No Duplication

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

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

28. 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…….

29. Frequency
Frequency
= OTS

30. 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

31. GRP, Reach & Frequency
GRP=Reach X Frequency

32. GRP, Reach & Frequency - The Raw Data

33. GRP, Reach & Frequency - The Raw Data

34. 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

35. 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)

36. 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

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

38. 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

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

40. 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 %

41. 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.

42. 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

43. 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

44. 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

45. 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

46. 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

47. 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 ?

48. Profile is…...

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

50. 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

51. 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

52. Duplication
Duplication
Vehicle A
Vehicle B

53. 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

54. 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

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

56. 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

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

58. 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

59. 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

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