Media Basics

Covering-
TAM
Target Audience & Universe
TV
TVRs
Reach
GRPs
Avg/Cost per GRP
Frequency Distribution
Effective Reach
Duplication
Other Definition

IRS
4 How are TV ratings measured?
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.Usually
defined in demographics/ media consumption/
product consumption
UNIVERSE
Definition :The actual number of individuals
within the defined target audience.
Television rating points- TVRs
TVRs are time-weighted viewing.

To compute the TVR, we avg the fraction for

each minute across entire duration-
TVR=
[{(1/5)+(2/5)+(2/5)+(0/5)+(1/5)+(0/5)}/6]*100=20%

The TVR can be interpreted as 20% of audience

watching all the time, or, 100% audience watching
20% of the time.
• Y indicates the minute for which there was viewing
• TVRs are also called TRPs.(TV rating points)
Reach-
Definition :The percentage of the target audience who saw
the programme/commercial.
Formula :
Audience Achieved ÷ Defined Universe (x 100) = Reach%

Example :
18-40 yrs Women watching KSKBT - 1,110,000
18-40 yrs Universe - 2,750,000
Reach during KSKBT - 40%
Gross rating points(GRPs)
Definition :The sum of all TVRs achieved in a campaign.
(Note: GRP levels are generally measured and reported on a 4 week
basis.)

In Practice : Our commercial appeared in the following

programmes during a campaign:
Programme TVRs
KSKBT 32
KBC 21
Movie 18
Sport 24
News 15
110
- 110 GRPs achieved during a campaign.
Average OTS (opportunity to see)

Avg. OTS-
Definition: The number of times on an average, the audience
reached is exposed to a commercial during a given period.
Formula :Average Frequency = Total GRPs ÷ Reach
Cost per GRP (CPRP)
Definition : The cost of buying one rating point(GRP).
Usually measured per 10 seconds.
Formula : Cost ÷ GRPs = Cost per GRP
Example- KSKBT
Rate/ 10 sec= 336000
GRPs = 16(approx.)
CPRP = 336000/16 = 21000 for 10 sec.
Used as a buying/ planning benchmark
Normalising GRPs
 How do we evaluate plans/ buying across
different brands:
– Eg. BVTA budget 10 lacs- 200 GRPs with a 20 sec
commercial
– Milo budget 12 lacs- 125 GRPs with a 30 second
commercial
– GRPs need to be normalized to the same duration in
order to calculate CPGRP.
– Normalising BVTA-1000000/(200*20/10)- CPGRP=
2500
– Normalising Milo- 1200000/(125*30/10)- CPGRP 3200

 The BVTA buy/plan is more efficient

 Frequency Distribution
Definition :The reach delivered at actual frequency levels.

In Practice :
Frequency 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+
Reach% 63% 55% 44% 31% 23% 15% 11% 7%

70
60
50
Reach% 40
30
20
10
0
1+ 2+ 3+ 4+ Distribution
Frequency 5+ 6+ 7+ 8+
Effective Reach

Definition : The percentage of the target audience who have

seen the commercial at the defined optimum
frequency levels.

In Practice : The optimum frequency level to achieve brand

awareness may be 2+. The effective reach in the
example below is therefore 55%.

Frequency 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+
Reach% 63% 55% 44% 31% 23% 15% 11% 7%

Frequency Distribution
 Duplication & Cumulative build

Star Plus
• Duplication- It is the number of people
836 who view a set of channels for a given
period of time.

Formula- Dup= Cum. Build- Unique cover

1765 (Note- Duplication is calculated on a
103 148 weekday/weekend basis due to the
difference in programming.)

• Cumulative Build- Build up of reach as

ZEE 2852 Sony the series progresses
Weekdays It takes into account the duplication factor

TG-Females, 25-34 Sec ABC

Other terms-
Channel share- The percentage of the total TV viewing
that is spent on the channel.

Unique cover- The number of audience that was

exposed to only that item(daypart/slot), and no other
item in the schedule.

Spot TVR- It is the TVR for the minute in which the

commercial starts.

Slot TVR- The avg. minute audience from the start

minute of the first ad to the last minute of the last ad.
Other Terms
 Share Of Voice: Brand GRP/ Category GRP*100
– Indicates brand saliency

 Share of Spends:Brand spends/ Category

spends *100

 Selectivity: The profile of a channel/ medium

– Formula= Total Reach in (000) of the channel or
medium / reach in (000) of the same in the TG
– Usually done on market basis, as viewing habits
are different: eg. North West/ TN/ AP/
Karnataka/Kerala- viewing habits is the key
factor.
– Also, selectivity is done on a weekday/weekend
basis.
 Reach Selectivity-North-West Weekdays
1800 16
1600 14
1400 12

Selectivity
1200
Reach

10
1000
8
800
600 6
400 4
200 2
0 0
Sony
Zee TV

SABe TV
DD2

DD1

Aaj Tak
Star Plus

Zee News
HBO
SET MAX
Star Movies

CNT
DD(Marathi)

4Weeks 8Weeks SI

Star Plus showing high in reach channels,SETMAX in frequency channels

TG-Females, 25-34 Sec AB

 Cable & Satellite (C&S)/
Non Cable and Satellite(NC&S)

Households with/ without cable TV available

Important as TV consumption is very different in

both groups

Measured in IRS

Key in planning- indicates where Non C&S inputs

are required to reach a larger % of the TG
 C&S Accessibility
80

70

60

50

40

30

20

10

0
Goa
Pune

Jaipur
Kanpur

Nagpur

Calcutta
Lucknow

Varanasi
Rajasthan
Ahmedabad

Maharashtra

West Bengal

Uttar Pradesh
(Rest of)
(Rest of)

(Rest of)

(Rest of)
TG- Females,25-34, purchased MFD in last 6 months,
in HH-Sec ABC & presence of children of age grp.-5-15
Channel Scenario
Channel Scenario
How a TV Rating is measured .......

Using Peoplemeters:- Meter

Research Company* *
* Research company determines representative
sample
* “Meters” installed
* Individual householder details recorded
* Householder “pushes button” when watching,
Recorded as a viewer
* Data collected & processed weekly by research Remote
companies
IRS
 Introduction
 Covers respondents aged 12+ years.

 Offers complete Urban & rural coverage.

 Provides product category & brand level information

on usage and consumption.

 Tracks changes in media consumption and product

usership patterns.

 Offers comparability of media over time

 Besides readership, the study also offers data on

other media including TV, radio, cinema & the net.
 Sample spread & size

 The survey excludes

– Off-shore territories of Lakshadweep&
Andaman & Nicobar islands.
– North eastern states of Tripura and J&K

 All India annual sample size (IRS ‘00) -

– Urban- 1,51,389 across 741 towns.
– Rural- 66,894 across 2475 villages.
Thank you