Let there be LIGHT

TAM Demystified !!!

Reach
Average No. of People who have viewed a particular TV Content for atleast 1 minute.

- Doesnt Watch TV

Total No. of Available People

10

People that watch TV for atleast a Min - 6 Therefore, Reach = 6/10 = 60%

Cumulative Reach
Total Unduplicated Reach for a given Period / Programme
Episode No. 1 2 3 4 Episode Reach 30 47 62 82 Duplicated Reach 0 15 30 25

Gross Reach = Sum of Reach of All Episode = 221 Total Duplicated Reach = 70 Therefore, Cumulative Reach = 221-70 = 151

TVR
A Time Weighted Figure which also accounts for Time Spent by a Viewer along with the Reach

- Doesnt Watch TV

Total Programme Time = 5 Mins. 5 2 1

Reach TVR

= 6/10 = 60% = 2/5 + 0/5 + 3/5 + 0/5 + 1/5 + 0/5 + 5/5 + 2/5 + 0/5 + 1/5 10 Therefore, TVR = 0.28 or 28 %

How can TVR be Read?

If TVR = 44% It Means,
44% of the Universe saw 100% of the Programme Or 100% of the Population saw 44% of the Programme

Average TVR
Its the Mean TVR achieved within a specified period provided it is for the same Market & for the same TG.
Episode No. 1 2 3 4 TVR (%) 5.6 8.2 6.25 8.9

Average TVR = 5.6 + 8.2 + 6.25 + 8.9 4 = 7.24

Average TVR
Its the Mean TVR (Duration Adjusted) achieved within a specified period provided it is for the same Market & for the same TG. The Duration is adjusted for as follows
Episode No. 1 2 3 4 TVR (%) 5.6 8.2 6.25 8.9 Duration (mins.) 20 35 40 25 TVR x Duration 112 287 250 222.5

Average TVR =

112 + 287 + 250 + 222.5 20 + 35 + 40 + 25 (Total Duration) = 7.26

GRPs
GRPs is the Summation of all the TVRs achieved within a period. It can be for a Genre, Channel, DayPart, Market, TG, Programme or combinations of them.
Episode No. 1 2 3 4 TVR (%) 5.6 8.2 6.25 8.9

GRPs

28.95

GRPs Continued
A Normal Practice is to use a summation of 30 min TVRs (Xpress Trend Modules) to ascertain GRPs. Thus, nullifying the duration factor

Channel Share
There are 2 types of Channel Shares :
Absolute Share Relative Share

Absolute Share = Channel Share with ALL channels as a Base Relative Share = Channel Share with all channels from the same Genre as a Base

Channel Share Calculation

Absolute Share =
TVR of a Daypart or Programme Any Channel TVR within the same Daypart

Relative Share =
TVR of a Daypart or Programme Genre TVR within the same Daypart

Channel Share Calculation

TVR in 000 as well as GRPs can also be used for calculation of Share For a longer period, say a week or a month, the above two tend to be much more effective than TVR GRPs tend to be more effective method of Channel Share Calculation incase of Niche Channels.

CPRP
CPRP (Cost per Rating Point) is the amount an advertiser invests to achieve a TVR of 1 for a commercial. It is a effectiveness score which evaluates the value of Spots.

CPRP Calculation
Channel ZEE TV Star Plus Sony Sahara Prime Time TVR (%) 4.8 8.2 3.25 1.2 30 Sec Slot Cost 200000 500000 150000 30000 CPRP 200000/4.8 = 41666 500000/8.2= 60975 150000/3.25 = 46153 30000 / 1.2 = 25000

CPRP calculation is undertaken to get all available options on a single base for Evaluation In the above example the most efficient spot is Sahara followed by Sony

Time Spent
2 Types :
Time Spent by Universe (TSU) Time Spent by Viewer (TSV)

TSU is the average time spent by an audience including the non-viewers TSU = Total Time Spent Universe

Time Spent
TSV is the average Time Spent by Viewers only (not including the Non-Viewers). TSV = Total Time Spent Reach 000

Time Spent Calculation

- Doesnt Watch TV

Total Programme Time = 5 Mins Therefore, Reach = 60 % TVR = 28%

TSU = 2+3+1+5+2+1 = 1.4 10

TSV = 2+3+1+5+2+1 = 2.33 6

Viewer %
This variable exists in the Profiling Module in Xpress. Viewer % is the weight of a TG on the Base TG. Viewer % = TVR 000 of a TG TVR 000 of the Base TG

And there was LIGHT