Вы находитесь на странице: 1из 28

Reach: % of target audience who have been exposed to a

specific media vehicle or schedule at least once. Usually


measured over a specific period of time e.g., four weeks

8 people viewed/ read one of the 4 programs/


publications at least once in a four week period
Combined Reach of the four programs/ publications~ 80%
Each program/ publication also had a reach of its own for the four
weeks

Frequency Distribution: It is the distribution highlighting reach


delivered at each frequency level in a campaign

Eg. In this frequency


distribution,
44% of the audience
had an opportunity to
see the ad more than
three times during the
evaluation period
15% of the
audiences had an
opportunity to see the
ad more than six times

352
GRP
s x
Reach
Frequency

GRPs = Reach x AOTS

90%

3.9

Reac
h

AOTS

GRPs/
Frequency

GRPs/
Reach

Relationship between Reach and Frequency

Reach and Frequency trade off:

Reach

Frequency

Reach and Frequency exist in a relationship such that when one goes up, the other
goes down (for a finite amount of investment).

Reach and Frequency trade off:

Rea
ch
Freq
uen
cy
Reach and Frequency exist in a relationship such that when one goes up, the other
goes down (for a finite amount of investment).

Reach and Frequency trade off:

cy
n
e
u
Freq
h
c
a
e
R

Reach and Frequency exist in a relationship such that when one goes up, the other
goes down (for a finite amount of investment).

A General Guideline on how to increase


reach or frequency
Same GRP Level

Increasing Dayparts
Buying same kind of
program
Increasing # of TV channels/
publications
Restricting activity to select
days in a week

Reach

Frequency

A General Guideline on how to increase


reach or frequency
Reach

Increasing publication mix

Buying inserts in the same


publication

Increasing inserts in publications


which have a high duplication
with those already taken

In multi-lingual markets, taking


a mix of vernaculars with
English/ Hindi publications

--- for
PRINT
Frequency

Some Commonly used Terminology in Television

Day part: A part of the broadcast day. In TV,dayparts are


usually daytime (morning & afternoon),

early evening,

prime time, night

Program:

Specific capsule within a daypart .eg, Kyunki Saas


Bhi Kabhi Bahu Thi, The World This Week, Cricket broadcast

Advertising Break:

Break within a daypart/program

for commercial/message airings

Spot: An advertising commercial for advertiser or broadcaster


e.g, 30 sec Lets go commercial, channel promo etc

Some Commonly used Terminology in Television


Television Rating (TVR): An audience measurement unit
Viewership is reported at a minute level
Viewership changes from minute to minute
Thus, for viewership of a program/daypart/ commercial, an
average across the time of the program/ daypart/
commercial is taken
TVR is average % viewership in a given time band, across
the minutes
It is time weighted viewing

Put in other words, TVR is the total man-minutes


watched by the total man-minutes available

Some Commonly used Terminology in Television


Calculating TVR:
Assuming that our total audience comprises 5 individuals and the TVR
is to be calculated for a program that is of six minute duration.
Given that the viewing was as reflected below

Some Commonly used Terminology in Television


Channel Share: Percentage of total TV viewing that is spent on
each channel

Print Fundas
A publication issued at regular and usually close intervals, esp. daily or
weekly, and commonly containing news, comment, features, and advertising

Important Jargons
Circulation
The average net paid sales of publications over a
period of 6 months = The number of copies each
edition sells
Readership
The total number of persons who are exposed to a
publication as distinguished from the circulation

Research Providers
NRS (National Readership Survey)
Survey commissioned by NRSC
Research Conducted by IMRB Indian Market
Research Bureau, AC Nielsen, TNS Mode
IRS (Indian Readership Survey)
Survey Commissioned by MRUC
Research Conducted by ORG MARG/ Hansa Research

Important Jargons
Average Issue Readership (AIR)
The no. of people who have read any issue of the
publication within a specified time interval which is
equal to the periodicity of the publication
Claimed Readership (CR)
No. of people who claim to have read a publication

However the term Readership always refer to AIR unless and


otherwise mentioned, all plan recommendations are basis AIR

Important Jargons
Readers per Copy
Readership/ Circulation
CPT (Cost per Thousand)
Cost / Readership in000

Advantages &
Disadvantages
by Medium ROLE of
media

Available media

Television
Print
Radio
Cinema
Outdoor
New Media
Sponsorship

Television

Advantages
High impact
Dynamics of sight,
sound & movement
High coverage
Swift coverage build
Low CPT
Powerful sell in medium
to the trade
Mass medium
Reliable research

Disadvantages
Difficult to target
precisely
High wastage
High production costs
High capital cost

Print
Advantages
Mass & niche targeting
opportunities
Educational
Long copy facility

Lower capital cost


Longevity
Ad placement opportunities
Pass on readership

Disadvantages
Slow to build coverage
Variable reproduction quality
Low impact
Lack of verified circulation /
variable research

Radio
Advantages
Skew towards desirable
demographics
Housewives/young adults

Local market opportunities


High frequency
Low CPT
Low production costs
Minimise wear-out with many
executions

Disadvantages
Low impact
Low coverage
More difficult creative sell
Limited research

Cinema
Advantages
Young profile
Captive audience
High impact
Ability to follow films
Local market flexibility

Disadvantages
Very high production
costs
Slow coverage build
Poor research

Outdoor

Advantages
Good awareness builder
Brand advertising

High frequency
Local market opportunities
Tactical medium

Disadvantages
Limited communication
Massive wastage
Little targetting sophistication
High capital cost
Very limited research

New media
Advantages
Young profile
At the cutting edge
Chance to obtain user
information
Get to know the consumer

Detailed communication
Unsurpassed creative
opportunity

Disadvantages
Unproven
Low coverage
User as editor
Communication not
advertising

Sponsorship
Advantages
Inherit sponsorship vehicles
attributes
Creative association/
opportunities with
sponsorship vehicle
Promotional competition
associations
Build data through
sponsorship

Disadvantages
Limited creative
communication
Long term investment needed
to obtain maximum benefit
Limited research

Creative Media Placement

Topping & Tailing


Repeat spots
Consecutive pages
Editorial linkage
Teasers
Roadblocking