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Reach
Two aspects
Reach of Communication
All the people out of the total Target Group
[TG], WHO WERE EXPOSED TO or Reached
by the communication.
Reach of Medium
% of people who were exposed to the
vehicle at least once in the period under
consideration.
Reach
Unduplicated Reach.
Person who has already been exposed to
an ad and counted, can not be included
again.
Example
PUBLICATION
REACH
TOI
45%
Mid Day
25%
Unduplicated less than 65%
Significance ?
In media planning
Cumulative Reach
Reach accumulates
across media vehicles
Period of time
Different issues of same vehicle.
Frequency Distribution
In an ad campaign, an ad is shown a
number of times and the reach builds
up.
Different viewers see the ad different
number of times.
The spread of ads viewed is called
Frequency of Distribution.
Example
A
F 0 22 5
F1 16 26
F2 13 25
F3 9 16
F4 11 9
F5 6 8
F6 5 6
F7 4 5
F8 3 0
F9 3 0
F10 8 0
Total 100 100
QUESTIONS
Which campaign do you feel was
more effective? Why?
Which campaign should have been
discontinued?
Cumulative
Adding up people who saw the ad at
least once, twice, thrice..will give total
reach.
1+reach
Significance
Calculate AOTS
A
F 0 22 5
F1 16 26
F2 13 25
F3 9 16
F4 11 9
F5 6 8
F6 5 6
F7 4 5
F8 3 0
F9 3 0
F10 8 0
Total 100 100
CALCULATION
AOTS = 322 /78 = 4.3
EFFECTIVE FREQUENCY
/REACH
Minimum number of times a target
audience needs to be exposed to the
communication so as to create the
desired effect.
Rationale
Divided consumer attention
Competition
Lack of differentiation.
Fragmentation
Exercise
If effective reach is 5, what should
product A and B should do?
General Rule
High market share /old established brand /
loyal customer base low frequency.
New brand /low market share high
frequency.
Other factors
Multiple creatives /single
Simple, unique message
Multi v/s uni media
TV Metrics
Terms used to measure TV
viewership.
Measurement has changed from
Diary System to Peoplemeter.
Diary system
Quarter hour time slots across the
rows and channels across the
columns.
Drawback Reported and not
Recorded behaviour.
Telescope effect.
Peoplemeter
Started in 1996.
Two agencies
TAM - Nielsen and IMRB [7305 Families /
2440 in Metros]
AMAP
TRP
Diary 4/10 *100
= 40
PM
10/30 + 24/30 + 5/30 + 6/30
*100
--------------------------------------------------------------------------
10
15
Importance
KBC 1 v/s KSBKBT
TRP ?
VIEWRSHIP PROFILE?
Viewer profile [male/female/age]
Kbc 1 v/s Mahabharat ?
Real picture
Kbc 1 and KSBKBT had same TRP at one point of time but
different viewership profile.
KSBKBT had fewer people sampling it but stayed with
program for higher duration as they were following the
storyline very closely.
Kbc1 had large number of people running in but not
staying for longer duration. Resulting in lower weight per
person.
Demographics
Kbc 1 [m /f 55/45, all age groups]
Ksbkbt m/f 20/80, female -40+ 60%]
Conclusion
TRP not stand alone parameter for
judging a program.
Reach v/s frequency
Study the viewing habit
/demographics, apart from TRP.
Time spent
Number of min of program watched by target
audience.
Time spent per audience = 45/10 =4.5
Time spent by viewer = 45/4 =11.25
WHICH IS MORE IMPORTANT?
Stickiness Index
TRP / REACH *100
The closer an index to 100, the more
committed an audience it has.
A perfect 100 means, all those who
watched the program, watched it for
entire duration.
Ad viewership
Viewership data is calculated at
Minute level. What it means is, if a
person changed 4 channels in a
minute, channel which was viewed
for maximum number of seconds will
be taken as channel viewed during
that second.
Benchmarking Metrics
Share
Its a competitive benchmarking to understand
relative strength.
Channel
Zee
Sony
Star
Others
Total
trp %
9.30 to 10.00
trp %
4.5 161.2 23
6.8 240.6 12
9.2 333.35 64
7.3 260.05 1
27.8 100 5.2 100
Profile
Channel or program profile is the
spread of audience across
different demographic classes
for a particular media vehicle.
Shows quality of the audience or
the relevance of the audience.
EXAMPLE
DD
DISCOVERY
VIEWER BASE 40mn
10mn
% SEC A
10
30
% SEC B
15
40
% SEC CDE
75
30
Selectivity Index.
Selectivity Index
= TG TRP /ALL INDIVIDUAL TRP *100
CHANNEL TG TRP ALL TRP SI
DD
7
10
70
ZEE 2
1.5
133
DISCOVERY 0.5
0.1
500
Significance
Our TG is 5 times likely to view
Discovery than the average.
DD will deliver the message to larger
audience but with high wastage.
SI along with Cost and TRP is an
effective way for media selection.
PRINT Metrics
Circulation
Average number of copies of a publication that
are sold. figures available for town, district, state.
Edition wise.
Weekdays v/s Sunday.
Audited by Audit Bureau of Circulation.
400 publications are covered.
Profile of the reader not known
Print order
Average number of copies that are printed.