Television Basics

How many people saw the Programme/ Advertisment?

How is the audience watching Channel A Vs Channel B Any More??

For How Long did he see it?

Basic Conepts used in Television Measurement

Universe Sample Reach % Absolute Reach Time Spent by Universe TVR % Absolute TVR Absolute Share %

Further Concepts like Frequency Duplication CPRP Net Index

What is Universe?
The number of individuals within a given target
Example : Female 25 Yrs + belonging to SEC A & B Households

Understanding the basic concepts

Consider this..

Size of the Universe is 5 People named A, B, C, D & E A 5 Minute Programme is aired for this Universe

Minute on Minute Viewing of the Universe

Universe

Minutes in Programme

Minute 1 Minute 2 Minute 3 Minute 4 Minute 5

1 Min 5 Min 2 Min

0 Min

1 Min

1) Reach -Percentage of our target

universe who have viewed a program, atleast for a minute

Of the 5 people.. 4 people sampled the programme Now what is Reach?

Universe = 5 No of People who sampled =4 Therefore Reach = 4/5 Reach % = 80%

2)-TSU is the average time spent by the Universe (Viewers as well as Non-Viewers)
TSU = Total Time Spent/ Universe

A total of 9 Minutes have been seen by a universe of 5 people

what is Time Spent by Universe?
Universe = 5 No of Minutes Viewed = A + B + C + D + E = 9 Minutes Therefore Time Spent by Universe = 9/5 TSU = 1 Min 48 Sec

3) TVR% - A Time Weighted Figure which also accounts for Time Spent by a each Viewer along with the Reach

A total of 4 People Reached the 5 Min programme and viewed it for 9 Minutes

What is TVR%?
Universe = 5 Programme Dur = 5 Min No of Minutes that Could have been Viewed = 25 Min No of Minutes Actually Viewed = A + B + C + D + E = 9 Minutes TVR = 9/25 TVR% = 36%

Viewed (Min) Potential (Min)

1 5

5 5

2 5

0 5

1 5

Why is TVR% the Industry Currency? Because 2 key factors are involved to evaluate the effectiveness of a programme
How many people tuned into the Programme? (Reach)
&

And How long they saw it? (Time Spent)

TVR accounts for both of Reach & Time Spent

4) Share
There are 2 types of Channel Shares :
Absolute Share Relative Share

1) Absolute Share = Channel Share with ALL channels as a Base

Absolute Share =
TVR of a Daypart or Programme Any Channel TVR within the same Daypart

Relative Share

2) Relative Share = Channel Share with same Genre as a Base

Relative Share =
TVR of a Daypart or Programme Genre TVR within the same Daypart

GRP
GRP is summation of TVR%
Episode No. 1 2 3 4 GRPs TVR (%) 5.6 8.25 6.25 8.9 30.00

Calculating GRPs
GRPs can be for a Genre, Channel, DayPart, Market, TG, Programme or combinations of them Typical Industry Practice to Calculate Daily, Weekly GRPs is to sum up the 30 Min TVRs
( By Date, 30 Min in Xpress Modules)

Concepts Based on Reach, Time Spent & TVR

Cumulative Reach
Total Unduplicated Reach for a given Period / Programme
Episode No. 1 2 3 4 Episode Reach 30 47 62 82 Duplicated Reach 0 15 30 25

Gross Reach = Sum of Reach of All Episode = 221

Total Duplicated Reach = 70 Therefore, Cumulative Reach = 221-70 = 151

TSV is the average Time Spent by Viewers only (not including the Non-Viewers)
TSV = Total Time Spent Reach 000

Time Spent by Viewer Calculation

- Doesnt Watch TV

Total Programme Time = 5 Mins Therefore, Reach = 60 %

TSU = 2+3+1+5+2+1 = 1.4

10

TSV = 2+3+1+5+2+1 = 2.33 6

Planning Basics

Lets see how these 3 concepts are related to each other

Reach

Frequency

GRPs

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

 And our campaign is made of 3 spots

1 1 1

in Programme A in Programme B in Programme C

Programme A

5 people watched programme A and saw the commercial...

Rating = 5/10%=50%
1 TV SPOT GRP / TRP = 50 Reach = 50 % Average Frequency TRP/R = 50/50 = 1 Frequency Unique Reach 1 50 % 2 0% 3 0%

Programme A

Programme B
Unique Audience (Building REACH)

Rating = 50%

Rating =6/10%=60%

Duplicated audience (Building FREQUENCY)

We add Programme B and 6 people watch this programme and our ad

Programme A

Programme B

Rating = 50%

Rating = 60%

2 TV SPOTS GRPs = 110 Prog B adds 60 TRPs but not 60% reach as 30% is duplicated Reach =50+30= 80 % Average Frequency = 1.4

Spot Reach 1 2

Unique Reach 50 % 30 %

Cum 50% 80%

Programme A

Programme B

Did not watch

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 GRPs = 160 Reach = 80+10 = 90 % Average Frequency = 1.8

Programme C
Rating = 50%

Frequency 1 2 3

Unique Reach 40 % 30 % 20 %

Plan Reach
Percentage of our target universe that was exposed at least once to an advertising schedule. Usually measured over 1 or 4 week period

Hence, in the previous example, Target Universe = 10 A campaign achieves 90% reach, which means that 90% of the target (i.e. 9 out of 10 TA) have seen the commercial at least once

Reach Caveats
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%.

Average Frequency
The number of times, on average, the audience reached sees the commercial during a given period.

Again, in the previous example, Average Frequency of 1.8 means that, as an average, every person reached has seen the commercial 1.8 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.

Gross Rating Points (GRPs)

The sum of all ratings achieved in a given period.

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 dont tell us what we really achieve

GRPs / TRPs , Reach & Frequency

Formulae

GRP = Reach Frequency

GRPs

Frequency =

GRP Reach

Frequency

Reach

Frequency x Reach = GRPs

GRPs / TRPs , Reach & Frequency

Rules
Never add GRPs/TRPs that belong to different target definitions (will have to use weighted averages) Never add GRPs/TRPs that belong to different markets (will have to use weighted averages) GRPs can be added by brands, by durations and by weeks/months.(as long as TA and markets are identical)

GRPs /TRPs can be calculated adding the ratings of the advertising campaign spots
Reach and Average Frequency can only be calculated with computer software Reach can never be higher than 100

Cost Per Rating Point (CPRP)

Cost of reaching 1% of my target with a specific medium.

Formula :

Medium or Vehichle Total Cost GRPs or Rating = CPRP

In the previous example, assuming it costs Rs 3,00,000/ to buy those 3 spots (= 160 GRPs) CPRP = 300000/160 = 1875.

Cost Per Thousand (CPT)

The cost of reaching 1000 individuals within my target with a given medium or specific vehicle
Formula :

Medium or Vehicle Total Cost Target Audience (in 000s) = CPT

Thank You