Exercise No.

2
Telenor

Given below is the key features of a TV media plan of Telenor from Adcom for the month of Nov. this
year:

TRPs FREQUENCY @(Rs) TOTAL SPENT

GEO 50 20 55K .75m

PTV 80 25 50K 1.0m

ARY One 40 25 40K .50m

IM 20 50 30K .25m

TOTAL: 120 2.50m

Reach =80 GEO coverage=50m

Reach+4=62 ARY coverage=40m

Composition for Ary is 18% while Affinity for GEO is 0.8.

SOS=43% SOV= 32%

(a) Calculate GRP, CPRP and Average frequency for the campaign and CPM for GEO and ARY.
What does these terms indicate?

GRP = Frequency x Ratings

TRPs FREQUENCY GRP

GEO 50 20 1000

PTV 80 25 2000

ARY One 40 25 1000

IM 20 50 1000
 Total 5000

CPRP = Total Cost/GRP = 2.5m/5000 = 500

Average Frequency = TRP/Reach = 190/80 = 2.375

CPM = (Media Cost/Coverage) x 1000

CPM for GEO = 55k/50m x 1000 = 1100
CPM for ARY = 40k/40m x 1000 = 1000

(b) Analyze the attached graph highlighting the normal behavior of GRP against

Reach and its implications for media planners. What does reach+4 indicate?

Reach 4+ = 62 indicates effective which is reach at effective frequency level of 4+, it means
that 62% saw the ad 4 or more times

(b) What does the Composition for ARY & Affinity for GEO reflect?

Composition shows the percentage of target audience among the total audience. Composition
of ARY shows that only 18% of 40m were the target audience.

Affinity of GEO shows that

(d) Telenor is launching a new service for Medical coverage. What Media goals. Will it pursue for
this product and Easypaisa?

(e) Calculate Efficiency ratio for Telenor.

Efficiency Ratio = SOV/SOS = 32/43 = 0.74

Exercise 3

1. A campaign has achieved 75% cover 1+. People saw the ad in average 6.80 times. How
many GRPs were generated?

GRPs = Reach 1+ x OTS = 75 x 6.8 = 510

2. A campaign achieved 388 GRPs and 9.7 OTS. How many percent of the target audience
saw the campaign at least once?

Reach 1+ = GRPs/OTS = 388/9.7 = 40%

3. A campaign achieved 396 GRPs and 88% reach. How often did one average person of the
target audience see the commercial?

OTS = GRPs/Reach = 396/88 = 4.5

4. A campaign generated 1,200 GRPs. The cost of the campaign was Rs. 240,000. What
was the CPRP?
CPRP = Total Cost/GRPs = 240,000/1,200 = 200

5. A campaign achieved 700 GRPs, campaign cost was Rs 870,000. The total category
clutter was 3,380 GRPs, the total category spend was Rs. 3,000,500. What was the SOV
and SOS?

SOV = Campaign GRPs/ Total Category Clutter GRPs = 700/3,380 = 20.7%

SOS = Campaign Cost/ Total Category Spend = 870,000/3,000,500 = 29%

6. A campaign achieved a SOV of 50% in a category. On an average the target audience

saw the ad 5 times and reach was 80. What was the category clutter (GRPs) and what was
the total spend in the category if the category CPRP was 3000?

Category Clutter (GRPs) = Campaign GRPs/SOV = (5 x 80) / .5 = 800

Total Category Spend = Category CPRP x Category Clutter (GRPs) = 3000 x 800
= 2,400,000

7. The beverage industry CPRP was 2500 at GRP level of 2000. What is Pepsi Reach level
if the SOV of Pepsi is 50%?

Pepsi GRP = SOV x Industry GRP = .5 x 2000 = 1000