7. GRP & TRP Both terms, GRP (Gross Rating Point) and TRP (Target Rating Point) represent rating and they are calculated in exactly the same way as rating. The only difference being that GRP : The number of ratings expressed against All Individuals TRP : The number of ratings achieved against the actual target audience Note, although GRP and TRP is measured in terms of percentage, nobody treat with GRP as with a percentage number. The percentage sign (%) is not used also.
8. Affinity of Programme A for Target 15% Affinity = x 100 = 107 14% Affinity Affinity index is an index of campaign weight or rating performance against a particular target audience versus total individuals Formula: Affinity = TRP / GRP Programme “JA IMAM TALENAT” 15% of Target Audience Programme “JA IMAM TALENAT” 14% of Total Individuals If Affinity is > than 100 the programme is skewed to the target Note: affinity index is usually measured in % but can be expressed as absolute number, too
9. There is another definition of GRP GRP is the sum of ratings of each individual spot Formula: GRP=Rating1+Rating2+…+RatingN Rating Viewers 381 605 5.4 1st spot Can the Rating be higher then 100? And the GRP? 1 738 422 24.6 2nd spot No, maximum 100% of the target audience can watch a program. 197 869 2.8 3rd spot Yes, as a cummulative figure, easily go above 100. Sum of the ratings 32.7 GRP
10. AMR (Average Minute Rating) AGB Nielsen provides us with minute by minute TV rating based on the peoplemeter’s data. The average of these ratings represents AMR. AMR can be calculate for one channel, program, break, daypart… on a daily, monthly, yearly… level Source: AGB, week 14-22 Dec 2009
11. 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
12. Frequency Frequency: (also called Average Frequency or OTS) The average number of times that each person is exposed to a brand’s advertising campaign or schedule. 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 have seen the commercial more times, and some less. The average gives us a general idea of the campaign frequency performance. Level of the frequency 1 exactly once 1+ at least once2 exactly two times 2+ at least two times3 exactly three times 3+ at least three times
19. Cost Per Thousand (CPT) Definition: The cost of reaching 1000 target audience individuals within the campaign. Formula: Cost TRPs (÷ 100) x Universe x 1000 = CPT In Practice : EUR 24,750 cost; 110 TRPs; 5,000,000 Universe 24,750 1.1 x 5,000,000 x 1000 = EUR 4.50 CPT
20. Audience Share Channel or Audience Share It is the percentage of audience’s viewing of a particular TV channel using TV across all channels within a given time period. The total Audience share is always 100% even though the number of viewers varies Source: AGB
21. Natural Delivery, Day Part Viewership Natural delivery of viewership across TV channels average audience share of TV channels across a specific period Day Part – specific time frame within the day E.g Natural delivery of day parts’ viewership – average audience share of TV channels’ across day parts Source: AGB
22. Share of Spending, Share of Voice Share of Spending (SOS) The brand’s or advertiser’s advertising weight expressed as a percentage of a defined total market or market segment in a given time period. The weight is defined in terms of expenditures. Share of Voice (SOV) The brand’s or advertiser’s advertising weight expressed as a percentage of a defined total market or market segment in a given time period. The weight is defined in terms of ratings(GRP).
23. Seasonality, Advertising weights, Channel Mix, Day part Mix Seasonality– depending on the type of the product, its purchase cycle, consumption, it is defined in which months or weather continuously we need to support our brand Advertising weights – the level of TRPs needed on the monthly / weekly level dependant on the type of product, category, media environment, advertising goals Channel Mix – TRP distribution across channels in our media strategy Daypart Mix – distribution of TRPs across day parts
24. Some other terms Technical coverage (penetration) – percentage of people that can technically receive signal of a particular TV station Circulation: The total number of copies distributed through all channels such as subscriptions and newsstand Faces / sites – outdoor media surfaces UC – (User Clicks) – shows the number of cookie visitors who performed a first click CTR – (Click Through Rate) – a coefficient showing the share of cookie visitors who were shown the ad and clicked on it
