Media Basics
Universe
The number of individuals within a given target
Example : Urban women 25-40 Upper and Middle Income: 2,207,000
Rating
The percentage (%) of the target universe
exposed to a TV or Radio Spot at a given moment
One rating point represents 1% of a given Target
Spot A
Target: M18-34
Total Audience = 9
Universe = 10
Target Rating of Spot A =
30% = 3/10 Rating
Rating
The Universe = 10 Women 18-34
Sunday 25th
September 2005,
9:30 pm
Channel 1
Channel 2
Rating Channel 1 = 40%
Rating Channel 2 = 20%
Not watching TV = 40%
Duplication
Percentage of the target audience for one spot
that is also exposed to another spot
Spot B
Total Audience = 8
Target A Duplication
between Spot A and B =
20%
Spot A
Total Audience = 9
Rating Spot A = 30%
Rating Spot B = 40%
Target A: Adults 18-49
Universe = 10
Composition
Percentage of a spot audience that belongs
to my target
Spot A
Total Audience = 9
Target M 18-49
Universe = 10
Target Composition in
Spot A = 33% = 33
Rating
Rating, Duplication, Composition,
Affinity
Formulae
Rating =
Spot “X“ Target Audience
Target Universe
Duplication =
Composition =
Target Audience Viewed Spot “X“ and “Y”
Target Universe
Spot “X “Target Audience
Spot “X” Total Audience
Affinity =
Target Composition Spot “X”
Target Composition in Total People Universe
Exercise
Programme A
Programme B
Total Audience = 14
Total Audience = 10
Target
Universe = 12
Exercise
All the questions below refer to the Target
1. What is the rating for Programme A?
2. What is the rating for Programme B?
3. What is the Duplication?
4. What is the Composition for Programme A?
5. What is the Composition for Programme B?
6. What is the affinity for Programme A if the Universe composition
of the target is 15%?
7. Has Programme B higher affinity than Programme A?
Exercise
All the questions below refer to Target A
1. What is the rating for Programme A?
25
2. What is the rating for Programme B ?
16.7
3. What is the Duplication?
0
4. What is the Composition for Programme A ?
21.4
5. What is the Composition for Programme B ?
20.0
6. What is the affinity for Programme A if the Universe composition of the
target is 15%
?
143
7. Has Programme B higher affinity than Programme A? No (133)
Print Terminology
• Circulation: The total number of copies distributed through
all channels such as subscriptions and newsstand
– Generally provided by the title or a Non-profit organization that audits the figures
declared by the titles
• Readership: The total number of people who read a given
publication
• Target Readers: The total number of people that belong to
my target who read a given publication
• Readers per copy: The average number of people who read a
given publication (Can also be calculated against a target)
Coverage
The % of my target universe that reads a given issue of a
publication. Similar concept to TV/Radio rating but there is
no time frame in print.
Target Readers
Coverage =
Target Universe
Reach & Frequency
• One of the most crucial tasks a planner needs to face is to set
the Communication Goals
• Since our target is people and we want to impact these people
with our commercial, we need to establish
• How many people to reach
• How many times those people should be exposed to the
advertising (Frequency)
• Reach and Frequency are the 2 main
Communication Goals we need to establish
GRPs / TRPs
GRPs / TRPs (Gross rating Points / Target Rating
Points)
Is the sum of the ratings of the programmes
that are part of an advertising schedule
(Campaign)
• In general GRPs are Household Gross rating points and
TRPs are Target Gross rating points
• GRPs can also be calculated by multiplying Reach x
Average Frequency
GRPs / TRPs
• GRPS or TRPs are results of the reach and
frequency goals we set
• GRPs or TRPs are not goals by themselves
• GRPs or TRPs alone don’t tell us what we
really achieve
Let’s see then how Reach - Frequency and
GRPs / TRPs are related to each other
Reach (Coverage)
Percentage of our target universe that was
exposed at least once to an advertising
schedule. Usually measured over 1 or 4
week period
Example:
Target Universe = 1,000,000
A campaign achieves 80% reach in 1 week
80% of the target have seen the commercial at least once
800,000 of the target have seen the commercial at least once
Reach (Coverage)
Reach (Coverage) Cont...
• As insertions are added to the media schedule, only the
audience not previously exposed to the message are added
to the reach total.
• Thus, once a person is counted in the reach, that person is
not counted again no matter how many times the person is
exposed.
• Reach can never be greater than 100%.
Frequency
Frequency: (also called Average Frequency)
The average number of times that each person
is exposed to a brand’s advertising campaign
or schedule. In the Frequency calculation we
only consider the people reached by the ad.
Example:
Average Frequency of 4.0 means that, as an average, every person reached
has seen the commercial 4 times. This is an average, which means that some
people will have seen the commercial more times, and some less. The average
gives us a general idea of the campaign frequency performance.
Lets see how these 3 concepts are
related to each other
100 TRPs can represent:
Campaign A: Reach 50% Frequency = 2.0
Campaign B: Reach 25% Frequency = 4.0
Different objectives - same TRPs
For instance, assuming we have a Target
Audience of 10 people...
… And my campaign is made of 3 spots
–
1 in Programme A
–
1 in Programme B
–
1 in Programme C
Programme A
5 people watched
Programme A
and saw the
commercial...
Rating = 50%
1 TV SPOT
TRP = 50
Reach = 50 %
Average Frequency
TRP/R = 50/50 = 1
Frequency
Unique Reach
1
50 %
2
0%
3
0%
Programme B
Programme A
Building REACH
Rating = 50%
Rating = 60%
Duplicated audience
(Building FREQUENCY)
We add Programme B
and 6 people watch this programme
Programme B
Programme A
Rating = 50%
TRPs = 110
We added 60 TRPs but not 60%
reach as 30% is duplicated
Reach = 80 %
Average Frequency = 1.4
Rating = 60%
Spot
1
2
Reach build
50 %
30 %
Total
50%
80%
Programme B
Programme A
Rating = 60%
Rating = 50%
Programme C
3 TV SPOTS
Programme C adds 50 TRPs but
only 10% reach as the other 40% is
duplicated with Programme A
or/and B
TRPs = 160
Reach = 90 %
Average Frequency = 1.8
Rating = 50%
Frequency
1
2
3
Unique Reach
50 %
30 %
10 %
GRPs / TRPs , Reach & Frequency
Formulae
GRP
Frequency
GRPs
= Reach
Frequency
Frequency =
Reach
Frequency x Reach = GRPs
GRP
Reach