The document discusses various media planning concepts and terminology: - It defines key terms like target audience, universe, reach, TVR, GRPs, average frequency, cost per GRP, and share of voice. - It covers media planning concepts like C&S penetration, GRP projections, techniques for apportioning spends, benchmarking, optimization problems, channel buys, and duplication analysis. - It also discusses strategies like maximizing reach and frequency, as well as considerations like recency, viewership data, scheduling, and estimating effective frequency.

1. Media Basics (Caveat – This ppt was built in 2004, but the basics and theories of Media plan, are timeless)

4. Part I : Media Terminology

6. Reach Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period. In Practice : Programme Friends Dynasty Movie Sport News Rating 32 21 18 24 15 110 GRPs Unduplicated Reach 32 11 9 7 4 63% Cumulative Reach 32 43 52 59 63 63% Reach

7. TVR v/s Reach Individuals Minutes People that saw the programme for atleast 1 minute : A + B+D+E =4 Therefore, Reach=4/5 Reach=80%

8. TVR v/s Reach Person Minutes Viewed Minutes Available A 3 5 B 1 5 C 0 5 D 2 5 E 5 5 5 (A+B+C+D+E) x 100 Ratings = On an average 44% of universe of the TG saw the entire Time band TVRs : (3/5)+(1/5)+(0/5)+(2/5)+(5/5)

9. Gross Rating Points ( GRPs ) Definition : The sum of all ratings achieved in a given period. In Practice : Our commercial appeared in the following programmes : Programme Rating Friends 32% Dynasty 21% Movie 18% Sport 24% News 15% 110% - 110 GRPs achieved (or 110% of defined universe)

10. GRPs GRPs =  (TRPs in a media schedule) GRPs =  (S x TRPs) where S is #spots GRPs = Reach x AOTS

12. Definition : The reach delivered at actual frequency levels. In Practice : Frequency Distribution Reach% Frequency Distribution

13. 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 Distribution Effective Reach

15. Plan 1 Plan 2 Why Reach . . . & why not GRPs ?

16. Plan 1 Plan 2 Why Reach . . . & why not GRPs ?

17. Plan 1 Costly 268 GRPs Only 8 spots Plan 2 Cheaper 270 GRPs A total of 18 spots But the most important element is that Plan-2 reaches out to 30% lesser potential target audience than Plan-1 Therefore Plan 1 is better optimised plan, and with lower Cost per Reach to reach the TG. Why Reach . . . & why not GRPs ?

18. Average Frequency Definition : The number of times, on average, the audience reached sees the commercial during a given period. Formula : Average Frequency = Total GRPs ÷ Reach or GRPs = Reach x Average Frequency In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.

19. reach reach AOTS When the duplication is lower the reach increases and average OTS decreases (When dupln. is 10, reach goes up to 63% and AOTS becomes 3.15)

20. AOTS. rch rch When the duplication goes up reach decreases and average OTS increases (When dupln. is 40, reach decreases to 53% and AOTS is now 3.75)

23. Discrete Reach vs Effective Reach Discrete Reach at 1 = % TA who saw the ad exactly once = 78

24. Maximizing at 3+

26. Reach Selectivity-North-West Weekdays TG-Females, 25-34 Sec AB

27. Part II : Media Planning Concepts

40. EF estimator

41. Thank you