Media Basics understanding the jargon.

Introductory Terms

TARGET AUDIENCE Definition : The demographic group that has been identified as the key consumer group for the brand. All

marketing/advertising activity is concentrated on

reaching/appealing to this group.

Television

A Rating
Definition :

25
The percentage of the target audience who saw the programme/commercial 1 rating point = 1% of the target audience. Audience Achieved Defined Universe (x 100) = Rating

Formula :

In Practice :

18-40 yrs Women watching Friends - 1,100,000 18-40 yrs Universe - 2,750,000 Rating - 40%

Question: If 900,000 Housewives saw our commercial during Dynasty and the universe for Housewives is 3.6m, what rating did we achieve?

Gross Rating Points (GRPs)

Definition : In Practice : The sum of all ratings achieved in a given period. Our commercial appeared in the following programmes :
Programme Friends Dynasty Movie Sport News Rating 32% 21% 18% 24% 15% 110% - 110 GRPs achieved (or 110% of defined universe)

Question:How many GRPs would be achieved by a campaign with two spots in a movie (achieving 21% rating on one occasion & 25% rating on the other), a spot in Dynasty(achieving a 18% rating) & a spot in the News (achieving 16% rating)?

Reach
Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period.
Programme Rating Unduplicated Reach Cumulative Reach Friends 32 32 32 Dynasty 21 11 43 Movie 18 9 52 Sport 24 7 59 News 15 4 63 110 GRPs 63% 63% Reach

In Practice :

Question:If we did not have the News on the above schedule, how many GRPs and what Reach would this campaign achieve?

GRPs -95 Reach -59%

TVR- as calulated by peoplemeter

Television Ratings (TVRs) :
Time weighted audience

Minute Person 1 2 3 4 5 6 1 Y 2 Y 3 Y 4 5 Y Y Y TRP = (6 / 30) * 100 = 20 = [{(1 / 5)+(2 / 5)+(2 / 5)+(0 / 5)+(1/ 5)+(0 / 5) } / 6] * 100 = 20 TRP = 20% of audience watching all the time

TRP

Definition :The percentage of the target audience who saw the programme/commercial

1 rating point = 1% of the target audience

Formula: Audience viewed / owning audience*100

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

Formula :
In Practice :

Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency 110 GRPs 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.
50 % Reach 400 GRPs 5 Av Frequency 300/55 Av Frequency 350/60 Av Frequency

Question:350 GRPs and 7.0 Av Frequency = 80% Reach and 5.0 Av Frequency = 400 GRPs and 80% Reach = 300 GRPs and 55% Reach = 350 GRPs and 60% Reach =

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

Formula :
In Practice :

Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency 110 GRPs 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.
? % Reach ? GRPs ? Av Frequency ? Av Frequency ? Av Frequency

Question:350 GRPs and 7.0 Av Frequency = 80% Reach and 5.0 Av Frequency = 400 GRPs and 80% Reach = 300 GRPs and 55% Reach = 350 GRPs and 60% Reach =

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

Formula :
In Practice :

Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency 110 GRPs 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.
? % Reach 50 ? GRPs ? Av Frequency ? Av Frequency ? Av Frequency

Question:350 GRPs and 7.0 Av Frequency = 80% Reach and 5.0 Av Frequency = 400 GRPs and 80% Reach = 300 GRPs and 55% Reach = 350 GRPs and 60% Reach =

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

Formula :
In Practice :

Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency 110 GRPs 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.
? % Reach 50 ? GRPs 400 ? Av Frequency ? Av Frequency ? Av Frequency

Question:350 GRPs and 7.0 Av Frequency = 80% Reach and 5.0 Av Frequency = 400 GRPs and 80% Reach = 300 GRPs and 55% Reach = 350 GRPs and 60% Reach =

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

Formula :
In Practice :

Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency 110 GRPs 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.
? % Reach 50 ? GRPs 400 ? Av Frequency 5 ? Av Frequency ? Av Frequency

Question:350 GRPs and 7.0 Av Frequency = 80% Reach and 5.0 Av Frequency = 400 GRPs and 80% Reach = 300 GRPs and 55% Reach = 350 GRPs and 60% Reach =

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

Formula :
In Practice :

Average Frequency = Total GRPs Reach or GRPs = Reach x Average Frequency 110 GRPs 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.
? % Reach ? GRPs ? Av Frequency ? Av Frequency ? Av Frequency 50 400 5 5.45

Question:350 GRPs and 7.0 Av Frequency = 80% Reach and 5.0 Av Frequency = 400 GRPs and 80% Reach = 300 GRPs and 55% Reach = 350 GRPs and 60% Reach =

What is the relation between reach & AOTS(Average opportunity to see)

Inversely proportional

reach

AOTS

reach

When the duplication is lower the reach increases and average OTS decreases (When dupln. is 10, reach goes up to 63% and AOTS becomes 3.15)

rch

AOTS.

rch

When the duplication goes up reach decreases and average OTS increases (When dupln. is 40, reach decreases to 53% and AOTS is now 3.75)

GRPs, Reach, AOTS

Urban TV Universe

You start buying audiences (%vrship) = TRPs

5 5
10 10

10
10 10

20
10

Add all the circles GRPs = 165 The outer outline Reach @ 1+ = 30%

2510
20 5

10

Areas with 2 or more intersections Reach @ 2+ = 20%

GOTS, Gross Impressions

GOTS or Gross Impressions

TG Person 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Gross OTS No of times commercial seen 2 6 1 4 5 1 4 3 1 5 6 7 1 46
TV Universe 000s 450 GRPs from Gross OTS Plan O/P 755 3397.5

Cost Per GRP (cost per point)

Definition : Formula : In Practice : The cost of buying one rating point. Cost GRPs = Cost per GRP Rs.220,000 55 GRPs = Rs.400 cost per GRP

Question: If your cost per GRP was Rs.475 and your budget was Rs.237,500 for the month, how many GRPs would you expect to buy?

Cost Per Thousand Impressions (CPM)

Definition : Formula : The cost of delivering 1000 impressions within the campaign target audience. Cost GRPs ( 100) x Universe Rs24,750 cost; 110 GRPs; 5,000,000 Universe 24,750 1.1 x 5,000,000

In Practice :

Question: Work out the CPM given the following components : Universe 6,500,000 Campaign Cost Rs58,500 Eight spots on the schedule that achieved the following individual ratings : 23, 18, 24, 16, 9, 31, 17 and 12

SOV

Share of voice : A measure of media weight distribution As a % of the total GRPs delivered by the category A more reliable measure of relative weights because: Measures a parameter that directly links media to TG Smooths out differences in media buying among brands in category

SOE

Share of Expenditure
A relative media weight As a % of the total advertising expenditure of the category

Print Media

Some Definitions for Print

Avg issue Readership: The estimated 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: No. of people who claim to have read a publication with a frequency greater than zero (ever) Sole Readership: Estimated no. of individuals who read only that particular publication and no other publications.

Quick Quiz
The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is Rs.110,000. Programme Music Countdown Baywatch Movie Roseanne Dynasty L.A. Law Cheers Dallas Rating 19 14 9 13 21 7 15 18 Unduplicated Reach 19 11 3 7 8 2 5 8 63 Cumulative Reach 19 30 33 40 48 50 55 63 63%

Quick Quiz
The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is Rs.110,000. Programme Music Countdown Baywatch Movie Roseanne Dynasty L.A. Law Cheers Dallas 1) 2) 3) 4) 5) Unduplicated Reach Cumulative Reach 19 19 11 30 3 33 7 40 8 48 2 50 5 55 8 63 63 63% What GRPs did this campaign achieve? What is the Average Frequency? What is the cost per GRP? What is the CPM? If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been? Rating 19 14 9 13 21 7 15 18

Quick Quiz - answer 1

The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is Rs.110,000. Programme Rating Unduplicated Reach Cumulative Reach Music Countdown 19 19 19 Baywatch 14 11 30 Movie 9 3 33 Roseanne 13 7 40 Dynasty 21 8 48 L.A. Law 7 2 50 Cheers 15 5 55 Dallas 18 8 63 63 63% 1) What GRPs did this campaign achieve? 2) What is the Average Frequency? 3) What is the cost per GRP? 4) What is the CPM? 5) If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?

Quick Quiz

19+14+9+13+21+7+15+18 =116 GRPs

Quick Quiz - answer 2

The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is Rs.110,000. Programme Music Countdown Baywatch Movie Roseanne Dynasty L.A. Law Cheers Dallas 1) 2) 3) 4) 5) Unduplicated Reach Cumulative Reach 19 19 11 30 3 33 7 40 8 48 2 50 5 55 8 63 63 63% What GRPs did this campaign achieve? 116 GRPs What is the Average Frequency? What is the cost per GRP? What is the CPM? If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been? Rating 19 14 9 13 21 7 15 18

Quick Quiz

116/63 = 1.84

Quick Quiz - answer 3

The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is Rs.110,000. Programme Music Countdown Baywatch Movie Roseanne Dynasty L.A. Law Cheers Dallas 1) 2) 3) 4) 5) Unduplicated Reach Cumulative Reach 19 19 11 30 3 33 7 40 8 48 2 50 5 55 8 63 63 63% What GRPs did this campaign achieve? 116 GRPs What is the Average Frequency? 1.84 What is the cost per GRP? What is the CPM? If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?

Rs.948
Rating 19 14 9 13 21 7 15 18

Quick Quiz

Rs.110,000/116 = Rs.948

Quick Quiz - answer 4

The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is Rs.110,000.

Rs.12.16
1) 2) 3) 4) 5)

Programme Music Countdown Baywatch Movie Roseanne Dynasty L.A. Law Cheers Dallas

Unduplicated Reach Cumulative Reach 19 19 11 30 3 33 7 40 8 48 2 50 5 55 8 63 63 63% What GRPs did this campaign achieve? 116 GRPs What is the Average Frequency? 1.84 What is the cost per GRP? Rs.948 What is the CPM? If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?

Rating 19 14 9 13 21 7 15 18

Quick Quiz

Rs.110,000 x 1,000 (116/100) x 7,800,000

=Rs.12.16

Quick Quiz - answer 5

The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is Rs.110,000. Programme Music Countdown Baywatch Movie Roseanne Dynasty L.A. Law Cheers Dallas Rating 19 14 9 13 21 7 15 18

1) 2) 3) 4) 5)

GRPs- 98 Reach-55%
Unduplicated Reach Cumulative Reach 19 19 11 30 3 33 7 40 8 48 2 50 5 55 8 63 63 63% What GRPs did this campaign achieve? 116 GRPs What is the Average Frequency? 1.84 What is the cost per GRP? Rs.948 What is the CPM? Rs.12.16 If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?

Quick Quiz

116 - 18 = 98 GRPs
63 - 8 = 55%

All Databases that a Media practitioner may need to refer

Population estimates

Information

Market estimates

Media estimates

Population estimates

Census C.M.I.E NCAER NRS / IRS

Market estimates

ORG Retail Audit IMRB Household Panel Continuous Consumer Tracking Study

SRM Other proprietary studies

Media estimates
Consumption trends

Advertising monitoring

Mass media

Television

NRS, IRS

ORG
ORG Press audits

Television

Press

INTAM , TAM Peoplemeter NRS , IRS ABC Listenership survey

Press

Radio

Outdoor

Appendix

Population estimates
1. Census

Source Coverage Information

Reporting Periodicity Utility

Government of India Urban + Rural All individuals Sex Age Literacy Occupation Districts / Towns Dicennial Population projections

Population estimates
2. C.M.I.E reports

Source Centre for Monitoring Indian Economy Monthly review of the Indian economy

Monthly update on Macro-economic indicators Includes information on agriculture, infrastructure, industrial sector, investment, finance, banking etc. covering economic policies, basic statistics, current economic situation/ prospects, industrial sector and business units Examples : Profile of districts Profile of large / medium / small business units Industrial statistical profiles Investment projects and trends

Annual reports

Special and topical reports

Population estimates
3. NCAER - Indian Market Demographics

Source Coverage

Information

Reporting Periodicity Utility

National Council for Applied Eco. Research Urban + Rural 515 cities 820 villages across 410 districts Product penetration Consumer durables / Non-durables (no brand level data) State-wise / Town-class / Cities Upper / Middle / Low income groups Biennial Category estimates / growth projections

Market estimates
1. Retail Audit

Source Coverage

Information Reporting

Periodicity Utility

ORG-MARG Urban / rural 60+ categories Consumer offtake (not primary or secondary) Brand / Variant / Packaging / Packsize Zone / State / Metro / Townclass Outlet type Monthly / Quarterly / Annual Volume growth / decline Market share trend

Market estimates
2. Urban Household Panel

Source Coverage

Information Reporting Periodicity Utility

IMRB Metros (Mumbai, Delhi, Calcutta, Chennai, Bangalore, Hyderabd, Lucknow, Madurai) 35 categories Incidence of product consumption Intensity of usage Brand / Variant / Packsize / Promotion Monthly Product penetration,Share trends Household per capita Gain / Loss , Trial rates Loyalty indication, HH Profile

Market estimates
3. Rural Household Panel

Source Coverage Information

Reporting Periodicity Utility

IMRB 11 state groups(except J&K, Orissa & NE) 16 categories Incidence of product consumption Intensity of usage Retail information Brand / Variant / Packsize / Promotion Monthly Product penetration, Share trends Household per capita Gain / Loss , Trial rates Loyalty indication, HH Profile

Media estimates
1. Consumption trends : Mass media

Large audience research studies

National Readership Survey (NRS) Indian Readership Survey (IRS) Specialist audience research studies Upmarket Media Survey (UMS) Childrens Media Survey (CMS) Decision-makers Media Survey (DMS) Businessmens Readership Survey (BRS)

Media estimates
1. Consumption trends : Mass media
Readership surveys : Organizations involved

NRS Commissioned by NRSC

IRS Commissioned by MRUC

Research agencies

Research agency

IMRB A.C. Nielsen TNS Mode

Till nowORG-MARG And now NFO

Media estimates 1. Consumption trends : Mass media Readership surveys : Coverage

NRS

IRS

Press TV Radio Cinema Internet Product profile

Press TV Radio Cinema Internet Product profile

Media estimates 1. Consumption trends : Mass media Readership surveys : Universe covered
NRS

IRS

Urban + Rural
Urban excluding all off-shore territories and Jammu & Kashmir - North eastern states covered

Urban + Rural

Urban excluding all off-shore territories, Jammu & Kashmir and North Eastern states

Individuals aged 15+ years

Individuals aged 12+ years

TAM (vs) INTAM

Research Methodology
Reporting unit
TAM

INTAM

Metro Rest of states (representing 1 lac+ towns)

Metro 10 - 30 lac towns 5 - 10 lac towns 1 - 5 lac towns

Coverage of the two systems

Sample size
TAM 3454 meters INTAM 4400meters

Media estimates 1. Consumption trends : Press ABC certificates

Source Information Reporting Periodicity Utility

Audit Bureau of Circulation Circulation figures Subscription / Complimentary States / Towns / Districts Revised every 6 months Circulation trends

Media estimates 2. Advertising monitoring : Television

Source

Coverage Information

Reporting Periodicity Utility

ORG Ideal Monitoring Services Superservices COFT All TV advertising across categories Time of telecast of ad Spot duration Estimate of spend Category / Brand / Channel Weekly Competitive advertising pressure

Media estimates 2. Advertising monitoring : Press

Source Coverage Information

Reporting Periodicity Utility

ORG Across product categories Across Dailies and Magazines Date of insertion Colour (vs) B/W Size , Position Estimate of spend Category / Brand / Publication Zonewise / Statewise Monthly Competitive advertising pressure

Thank you