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A PRESENTATION ON TRP

- By Rahul Gulabani

TRP

Television Rating Points

A time weighted average of the total time that people in the sample homes spend watching a certain program Measures popularity of a channel and a program 1 TRP or TVR (Television Rating Point) means 1% of the audience. It is always in percentage. TVR is calculated on minute by minute basis

PEOPLE METERS

Dependant on : Way of compilation People operating them Costs: Rs. 70000 + Installation Charges + Maintenance Number of Cable Operators: 35000

Number of People Meters Installed in India: Approx 10000 (Sample size) In 6 Cities

PEOPLE METER

T.A.M & I.N.T.A.M


Television Audience Measurement Indian Television Audience Measurement A.C Nielson; ORG Marg The only TV rating system in the country T.A.M: Frequency Matching Technology Frequency of channel viewed for a minute is noted Matched with map of frequencies for each channel in the bank

I.N.T.A.M: Picture Matching Technology Meter captures pixels/ dots on the screen Matched with Memory to arrive at Program and Channel Could not capture terrestrial channels like CVO, DD, CCC

WHO BEARS THE COSTS?

People Meter Initial Investment: Ac Nielson Monitored by an Association of Clients (Media Houses, Advertisement Agencies) Interpretation of data from people meter and Calculation of TRP: Done by Ac Nielson Television channels, Media houses, Advertizing agencies pay Ac Nielson anything between Rs. 40000 Rs. 100000 to obtain the data

ADVANTAGES OF TRP

Helps the advertiser choose the channel, program, and the time slot depending upon Budget (T.R.P of the time slot & Duration of the Ad) Type of product Target audience Helps the Media Houses (Tv Channels) in Determining the performance of a program, and with it the channels performance Deciding whether a program should be continued/ Stalled Calculation of Payment to be received from the Advertiser and Payment to be made to the Program Producers

CALCULATION OF T.R.P
A particular program on a channel watched for more than a minute is recorded, less than a minute is equaled to 0. Example: KSBKBT Number of minutes of the program watched by each house of the sample size is noted Average minutes become T.R.Ps

CALCULATION OF AD-RATE BASED ON TRP


Cost of broadcasting an Ad for an Advertiser on any channel: Rs.75000/ Per Rating Point/ Per 10 seconds slot Examples: Kaun Banega Crorepati: 5.24 Big Boss: 4.25 Indias Got Talent: 3.97 Just Dance: 4 Khatron ke khiladi: 3.2 Zorka jhatka: 2.6 Satyameva jayate: 4.27 Cost of a 10 second Ad telecasted once in between Kaun banega crorepati will cost the advertiser Rs.75000*5.24=Rs.393000

PROBLEMS IN CALCULATION OF TRPS


First Airing of a program Interest of Respondent in operating the hardware Accuracy levels (no. of people in a house watching) Small sample size Tv channels watched on the Internet & Mobile phones Cable operators changing channels Extra domestic reception Highly complex and heterogeneous population (difficult to interpret)

G.R.PS
The aggregate total (sum) of the Television Rating Points (T.R.P) Preferred and Considered more significant to TRPs Media Effectiveness Analysis GRPs= {T.R.Ps} GRPs = Reach X Frequency

EMPHASIS ON REACH OR FREQUENCY?

Two campaigns with different objectives can deliver same GRPs. Campaign A: Reach is 50% & frequency is 2. GRPs would be 50*2 = 100 Campaign B: Reach is 25% & frequency is 4. GRPs would be 25*2 = 100

Emphasize on reach when communication is fresh (product launch or new creative) or when we want to reach maximum number of people in short span of time (Sales promotion). Emphasize on frequency to break media clutter, communicate complex message with repeat advertising or to remain TOM (top of mind) in case of "impulse purchase" or "low brand loyalty".

FORMULAE AND CALCULATION

REACH
The number of different homes or persons exposed at least once to an advertising schedule over a specific period of time. Reach excludes duplication. Reach = GRPs / Frequency

FREQUENCY
Frequency is the number of times that the average household or person is exposed to the schedule among those persons reached in the specific period of time. Because it is an average frequency, dispersion of frequency of exposure will differ. Frequency = GRPs / Reach