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Media 101

Media 101. Five main concepts Target Audience Ratings/GRPs Reach/ Coverage Frequency CPRP/ CPM. Target Audience. TARGET AUDIENCE

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Media 101

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  1. Media 101 • Five main concepts • Target Audience • Ratings/GRPs • Reach/ Coverage • Frequency • CPRP/ CPM

  2. Target Audience • TARGET AUDIENCE • 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. • Age • Gender • Income/SEC • Geography • Education

  3. Ratings • They are described in different ways: • Target Audience Ratings (TARP’s) • Television Ratings (TVR’s) • Gross Rating Points (GRP’s)

  4. Ratings • Definition: The percentage of target audience who saw the program or commercial. OR The percentage of individuals from a specific target audience exposed to an advertising medium OR The percentage of a given population group consuming a medium at a particular moment.

  5. Ratings • Rating = Audience Achieved / Defined Universe Teens watching program A : 3,000,000 Teens Universe : 10,000,000 Rating : 30 QUICK CHECK If 700,000 16-24 year olds saw our commercial during “ Search for Tomorrow” and the universe of 16-24 year olds is 2.8 m , what rating did we achieve?

  6. Ratings GRP’s (Gross Rating Points): • Total number of rating points in a media schedule. • GRPs refer to more than one rating point

  7. Take three spots or insertions: = 75 GRPs GRPs 1. 2. 25 rating 35 rating 3. 15 rating

  8. So: Ratings Rating a. 20 b. 13 c. 36 d. 10 e. 6 = 5 = 85 GRP’s Spot / Insertion

  9. Ratings Khi Ratings Viewers Program/ Spot Ratings 1 2 3 4 5 6 7 8 9 44.4   40   A     55.5  60 B 33.3  20  C   66.6  D 80       E 22.2 40 F  55.5  60    GRPs 277.5 300 TOTAL

  10. Total Viewership Viewership TA:Females,18-45 ,SEC A-D,KL

  11. So what do ratings help us do? • Ratings is a tool for measuring audiences • It helps in evaluating media options available • They are used for benchmarking media deliveries • To obtain a full assessment of media effectiveness, it is necessary to measure “reach” and “frequency”

  12. Reach The percent of peoplein a specified target group reached by an ad or schedule of ads.

  13. Reach • The calculation of reach has to take account of the fact that a percentage of people who have seen one advertisement will also see the same advertisement again. • It is highly likely that most of the audience will be seeing the ad more than once. • This is known as “audience duplication”. It works like this...

  14. Take three spots or insertions: = 75 GRPs Reach 1. 2. 25 rating 35 rating 3. 15 rating

  15. However, a proportion of people who see (1) also see (2) and (3), thus: Reach & Frequency Exposed once(frequency of 1) Exposed twice(frequency of 2) Exposed three times(frequency of 3) 35 25 15

  16. Reach • Similar to Ratings • The difference: DUPLICATION • Ratings are duplicated reach • Reach is unduplicated ratings • Since reach is unduplicated • It is generally lower than GRPs • It can never exceed 100 • Better measure of effectiveness of communication

  17. Reach Viewers Program/ Spot Inc. Reach Ratings 1 2 3 4 5 6 7 8 9 44.4   44.4   A     55.5 22.2  B 33.3  0.0  C   66.6  D 11.1       E 22.2 11.1 F  55.5  0.0    GRPs 277.5 88.8 TOTAL

  18. Cost Efficiency • Reach and Frequency lend effectiveness to a campaign • Getting to the right people the right number of times • Cost provides efficiency measures • Cost Efficiency refers to the relative costs of delivering media audiences

  19. Cost Efficiency • Cost per thousand target audience (CPT, CPM) • Cost per rating point (CPRP)CPM better: Concentrates on audience, not an intermediate measure of it

  20. Cost Efficiency • CPRP = Cost (30 sec) Ratings • Measures the cost of reaching 1% of the TA • Always measured for 30 sec • Industry Standard • Compare Apples to Apples

  21. Cost Efficiency • Rate of PTV Prime Time 178,150 • Ratings of PTV during PT 10 • Cost of 30 seconds (178,150 /2) 89,075 • CPRP (89,075/10) 8,907

  22. Media Tracking (TV and Print) • Records each ad placed on each channel or publication • Why look at this information? • Analysis • Verification • Who is providing this information? • Gallup • R track • Media Bank • Others

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