Television

Learning a new
Language
Audience

Measurement

Please stop and ask questions

anytime anywhere during the
presentation.

I am prepared to answer your

questions

Television

Simplifying TVRs
Audience

Measurement

How many people came

to watch the program ?

How much time did

they watch the
program?

Time Spent

Reach

TVR

Time
Spent

High

Low Reach but

High Time Spent

High Reach and

High Time Spent

High Reach but

Low Time Spent

Low

Reach
High

Television

Calculating TVRs
Audience

Measurement

TVRs v/s Reach

Individuals

Minutes

A
1

X
X

4
5

People who saw the programme for at least 1 minute :

A + B+ D =3
Therefore, Reach=3/4 or 75 %

TVR vs Reach
Person

Minutes Viewed

Minutes Available

(3/5)+(1/5)+(0/5)+(2/5)
TVRs =

x
4 (A+B+C+D)

TV Ratings = 30%

100

Gross Rating Points (GRPs)

Definition :

The sum of all ratings achieved in a given period.

GRPs = (TVRs in a media schedule)

Spots in Prog.
Kyunki
Jassi
Hindi Movie
Cricket Match
News & Music

Rating
32%
21%
18%
24%
15%
110%
110 GRPs achieved (or 110% of defined universe)

Alternatively

GRPs =

GRPs =

Reach x Avg. Freq. (AOTS)

No. of
People
reached

Avg. No. of times an

individual has been reached

Volunteers please

Spot 1

Spot 2

Spot 3

Spot 4

Spot 5

Total

4
Reach

3
GRPs

2
AOTS

Summing it up !
Net Reach (Unduplicated Count)

4 out of 5 *100
= 80 %
Gross Reach /Gross Impression/Gross OTS
11
GRPs
11/ 5 *100 = 220 %
AOTS or Avg. Frequency
11 / 4 or 220 / 80 =
2.75
Reach @ 1+, 3+, 2, 4

4
2

Television

GRPs, Reach,
Frequency & AOTS

Audience

Measurement

You start buying

audiences (%vrship)
= TVRs

TG
Universe

5
5

10

20

10

10
10

10

2510

20

Add all the circles

GRPs
= 165

10
5

10

The outer outline

Reach @ 1+ = 30%

Areas with 2 or more

intersections
Reach @ 2+ = 20%

Television

Understanding
Media Planning
Audience

Measurement

If 2 programs have the same ratings...

Advertisers wanting
Frequency
Will want high loyalty

Advertisers wanting
Reach
Will want incremental
and newer audiences

High OTS

Incremental audiences

Television

Comparing
Media plans
Audience

Measurement

Which plan looks more promising ?

Plan 1

Plan 2

* Costs mentioned above are for sample

Inclusion of Reach% gives a better perspective

Plan 1

268
GRPs

Plan 2

270
GRPs

Television

Reach Curves
Effective Reach,
Discrete Reach

Audience

Measurement

Discrete Reach vs Effective Reach

Discrete Reach at 2 =
% TA who saw the ad exactly twice = 62-49 = 13

Television

Audience

Measurement

Volunteers please

Who is viewer ?
What is Universe ?

Can TVR be ever equal to Reach ?

If yes give an example
If no.. Then explain why not

Is there a difference between

Time spent per viewer
and
Time Spent per universe

Channel share and Program

Share ?

How would you establish viewer

loyalty ?

Television

Any more ???

Audience

Measurement