1. Television Planning

2. Basic Terminology

3. Reach The number or percentage of a population group exposed to a media schedule within a given period of time Generally expressed as a percentage Television: Television Viewership Press : Press Readership Radio : Radio Listenership

4. TRP Time weighted average viewership Television Rating Point

5. Reach v/s Ratings Reach = Unduplicated head count Rating = Time weighted average viewership of a programme Example: –Reach =30 % means that 30% of the TA watched atleast 1 minute of the programme –TRP=30% means 30% of the TA watched 100% of the programme or 100% of the TA watched 30% of the programme

6. Assume, no. of people in the Universe = 5 Programme / time band duration = 30min. Person Amount of time watched A 3 min B 10 min C 20 min D - E 7 min Reach & Rating

7.  Viewed one minute or more Reach = x 100 Universe Hence, Reach = 4 /5 x 100 = 80% Reach & Rating  (Time spent / Duration of prog.) Rating = x 100 Universe {3/30 + 10/30 + 20/30 +0/30 + 7/30} Hence, Rating = x 100 5 = 26.67 %

8. Average Opportunity To See (AOTS) The average number of times a consumer has been exposed to a message in any medium within a specified period of time The same as frequency Example: –TA size : 2 individuals –Individual ‘A’ has been exposed 10 times to the ad during the campaign period –Individual ‘B’ has been exposed 4 times to the ad during the campaign period –AOTS=(10+4)/2=7

9. Gross Rating Points-GRPs The sum of all ratings delivered by a given list of media vehicles, or Reach x Frequency Indicates Total Pressure in a Market Comparable across Markets,Cost is directly proportionate to GRPs

10. Effective Frequency The minimum number of exposures or range of exposures necessary for effective communication

11. Effective Reach The percentage of the target audience having an opportunity to be exposed to the advertising message at an effective frequency level

12. SOV & SOE Share of Voice (SOV): % GRP share for brand in GRPs for all brands in the category = GRP for brand “A” x 100 Total GRPs in the category Share of Spends/Expenditure (SOS/E) : SOV calculation replacing GRPs by spends Both are usually calculated over a common time period SOV & SOE compared indicate cost efficiency of a brands activity

13. Press Planning

14. Cost Per Thousand (CPT) Cost of reaching an audience on a per thousand basis, calculated either on circulation or readership Used to compare cost efficiencies across vehicles Example : PublicationReadershipFPC RateCPT inh '000sin Rs ABB/A Cosmopolitan800125000156 Femina1200225000188 Elle600115000192

15. First AdCheck identifies the rational and emotional reasons that motivate people to buy your brand. Next AdCheck measures how closely your message matches those reasons. Then AdCheck reveals how to tune your message to make it more appealing. The methodology works at every consumer touch point: traditional advertising media (concepts, storyboards, animations), websites, packaging, sponsorships and promotions.

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