Transcript Traditional Media Terminology

Media Terminology
Who is easier to understand?
Media person
or
Martian
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Target group
and universe
Target group:
The demographic group that has been identified as the
key consumer group for the brand. All
marketing/advertising activities are concentrated on
reaching/appealing to this group
In practice: Target group could be Female 20-55 years old
Universe:
The actual number of individuals within the defined
target group
In practice: The F 20-55 y.o. universe is 1 825 462
Rating Point
The percentage (%) of the target universe exposed to a TV or Radio Spot at a given moment
1 rating point
Channel 1
=
1 % of the target audience
Channel 2
Sunday , March 8, 2002, 7:30 pm
The Universe = 10 Women 18-34
Rating Channel 1 = 40%
Rating Channel 2 = 20%
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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.
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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
Affinity of Programme A for Target
Affinity =
15%
14%
x 100 = 107
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
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There is another definition of GRP
GRP is the sum of ratings of each individual spot
Formula: GRP=Rating1+Rating2+…+Rating
Viewers
Rating
1st spot
381 605
5.4
2nd spot
1 738 422
24.6
3rd spot
197 869
2.8
GRP
?
Sum of the ratings
32.7
Can the Rating be higher then 100?
No, maximum 100% of the target audience can watch a program.
And the GRP?
Yes, as a cummulative figure, easily go above 100.
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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, day part… on a daily, monthly, yearly…level
Source: AGB, week 14-22 Dec 2009
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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
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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.
Level of the frequency
1 exactly once
2 exactly two times
3 exactly three times
1+
2+
3+
at least once
at least two times
at least three times
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.
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Reach & Frequency
One of the most crucial tasks a media planner needs to face is to set the
Media Goals
•
How many people to reach
•
How many times those people should be exposed to the
advertising frequency
• Reach and Frequency are the 2 main Media Goals we need to
establish
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Can the number of GRPs or TRPs be a media goal?
• GRPs or TRPs are results of the reach and
frequency goals we set
• GRPs or TRPs are not goals by themselves
• GRPs or TRPs alone don’t tell us what we
really achieve
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C/GRP (cost per GRP) or C/TRP (cost per TRP)
CPP (cost per point)
Definition :
The cost of buying one rating point/reaching 1% of a
specific target audience via certain media type (one GRP
or one TRP)
Formula: Cost ÷ Total TRPs = Cost per TRP (CPP per TRP)
In Practice: EUR 220,000 ÷ 1000 TRPs = EUR 220 cost per TRP
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Cost Per Thousand (CPT)
Definition: The cost of reaching 1000 target audience
individuals within the campaign.
Formula:
Cost
TRPs (÷ 100) x Universe
In Practice :
x 1000 = CPT
EUR 24,750 cost; 110 TRPs; 5,000,000 Universe
24,750
1.1 x 5,000,000
x 1000 = EUR 4.50 CPT
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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
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Source: AGB
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
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Source: AGB
Share of Spending, Share of Voice
Share of Spending (
Share of Voice (SOV)
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 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.
The weight is defined in terms of
ratings (GRP).
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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
TRP level
300
250
200
150
100
50
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
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
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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
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Thank you!
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