cpt guide
TRANSCRIPT
CPT Guide 1. What is CPT? CPT stands for cost per thousand impressions 2. Why impressions? Impressions account for the absolute eyeballs that the media has catered to (reach, frequency & universe are included). Therefore it is a more holistic measure 3. Why CPT and not CPR or CPRP? CPR (Cost per reach) takes into account only the reach of the vehicle and doesn’t account for the frequency delivered by the medium and the overall universe size of the TGWhile CPRP (cost per rating point) takes into account both reach & frequency, this unit is applicable only for TV & Radio Impressions take into account all three parameters - reach, frequency & universe size. Therefore different media can be compared on one measure, CPT 4. How to arrive at CPT? Given below are examples of CPT calculation for different media
TV TG AA 25-44 SEC AB Markets All India Universe 23046 GRPs (absolute) 104803000 GRP% 455 Reach 000s 15148 Campaign Cost 13487387 Campaign ACD (sec) 13 Campaign Cost ( 30 sec ) 31124739 CPR 2 CPRP 22814 CPT 297 Similar approach to be followed for radio in RAM markets Print TG AA 25-44 SEC AB Markets All India TG Size 53387000 Reach % 50 AOTS 2.56 GRPs 127 Impression 67788677 Campaign Cost ( 100 CC ) 47816008 CPT 705 Cinema - Single screen Capacity of the hall 700 Average occupancy of the hall 50% Occupancy/screen 350 No. of shows/ week 21 Reach/ week 7350 Cost for 60"/week 1400 OTS @ 60" 6 Normalised OTS 3.6 Gross Impressions 26460 CPT 53
Cinema - Multiplex Capacity of the hall 250 Average occupancy of the hall 50% Occupancy/screen 125 No. of shows/ week 21 Reach/ week 2625 Cost for 60"/week 9000 OTS @ 60" 6 Normalised OTS 3.6 Gross Impressions 9450 CPT 952 Radio TG AA 12+ SEC ABC Markets Delhi Universe 5465 GRP% 240 GIS 13099605 Campaign Cost 255420 Campaign ACD (sec) 30 Campaign Cost ( 30 sec ) 255420 CPT 19
Source of universe estimates for different media
Media Source
TV TAM
Print IRS
Cinema - Media Reach numbers IRS
Cinema - hall capacity Interactive
Radio - Bangalore, Delhi, Kolkata, Mumbai RAM
Radio - Other cities IRS
Websites Digital team
Mobile Mobile team
Difference in universe size estimationIRS as we know projects the sample size to reflect universe size across all pop strata in urban & rural areas TAM, on the other hand projects universe size to reflect 1 lakh+ towns (except for Maharashtra where < 1lakh towns are classified separately)TAM uses its own estimation study to arrive at this universe number Because of the difference in source & the method of measurement, the universe size between IRS & TAM are different Hence, it is suggested that TAM universe be used for CPT calculation for TV Currently, the reckoner covers only TV, print, radio (RAM markets) & digital
How this reckoner helps you?? The TG sheets given this reckoner have CPTs of various media vehicles for TV, print, radio & digital This reckoner has 17 TGs for which CPTs have been calculated and can be readily referred to The 17 TGs are as follows: 4-14 ABC; 4+ ABC AA 15+ ABC; AA 15-44 ABCDE; AA 15-44 ABC; AA 15-44 AB; AA 15-44 A M 15+ ABC; M 15-44 ABC; M 15-44 AB; M 25+ AB; M 25+ A F 15+ ABC; F 15-44 ABC; F 15-44 AB; F 25-44 ABC; F 25-44 AB This reckoner gives you indicative CPTs for different media vehicles across TV, print, radio & digital By comparing the CPTs, one could choose media vehicles or reallocate money to more efficient mediumPlease note that these CPTs are indicative Plan CPT would vary with channel mix and channel CPT would vary with the programmes you have chosen
What are the parameters in the TG sheets?If you refer to each of the TG sheets in this reckoner you will see the following heads:
Media Covers TV, print, radio & digital
Market For TV, covers All India, 6 metros, HSM, AP, Karnataka, Kerala, TN, Maharashtra & West
Bengal For Print, covers All India, AP, Bangalore, Bihar + Jharkhand, Chennai, Delhi, Gujarat,
Haryana, HP + Chandigarh, Hyderabad, Kerala, Kolkata, Maharashtra, MP + CG, Mumbai, Punjab, Rajasthan, TN & Pondy, UP+UT & WB
For radio, covers Bangalore, Delhi, Kolkata & Mumbai For digital, covers All India Universe For TV, universe estimates have been taken from TAM Jul-Sep 2010 quarter For Print, universe estimates have been taken from IRS Q3 2010 For Radio, universe estimates have been taken from RAM Week 1 2011 GRPs For TV, we have assumed that each channel would need to garner 1000 GRPs For Radio, we have assumed that each channel would need to garner 100 GRPs Gross Impressions For TV, Gross Impressions is GRPs* Universe/ 100 For Print, Gross Impressions is absolute readership of the publication For Radio, Gross Impressions is GRPs* Universe/ 100 Cost Cost for all media have been calculated using effective market
rates
CPT Have been arrived at using cost & gross
impressions
For digital, CPTs given are effective CPTs as on 4th Jan 2011
Unit for CPT calculation TV - 30" Print - 100cc Radio - 30" Digital - standard display
How to arrive at indicative CPT for other TGs?TVPlease select one of the TG sheets that’s closest to your client TG (if its All Adults, please select the AA sheet closest to your TG)Use the "universe estimate for other TG" sheet and get the universe estimate (in absolute) for your TGPaste this universe estimate in the AA sheet you have selectedOn pasting the universe of your TG, CPTs automatically will calculated PrintPlease select one of the TG sheets that’s closest to your client TG (if its All Adults, please select the AA sheet closest to your TG)Then, you would have to use IRS & get the readership numbers in 000s for the desired TGThese readership numbers should be pasted on the selected sheet and CPTs would be automatically calculated RadioFollow the steps outlined for TV
How to read the TG sheet? Each of the TG sheets given in the reckoner has CPT calculated for various media vehiclesIf a planner has decided on the media mix for a multi media campaign and needs to understand CPT of vehicles in the media, all he/she needs to do is filter by media or channel or publicationFor example, if the plan is for HSM, Sony entertainment TV delivers the best CPT on TV among AA 15+ ABC among GEC 1 channelsLikewise, marketwise CPTs can be studied for print & radio Digital CPTs are given on an All India base and are effective CPTs as on 4th Jan 2011 Example,Plan TG - AA 15+ ABCMarket - HSM GEC 1 has a CPT of Rs.83, GEC 2 Rs.56, Hindi Movies Rs.58, Hindi News 125Dainik Jagran has a CPT of Rs.177 and is lower than that of Aaj TakSo, the planner could consider Jagran as an alternate for a certain channel in Hindi News Plan TG - AA 15+ ABCMarket - All IndiaDigital CPTs range from Rs. 15-600 depending on the portal chosen GEC 1 has a CPT between Rs.72 & 85AXN, Star Movies and HBO have CPT ranging between Rs.330 & 380Yahoo In-mail and Yahoo homepage display CPT ranges between Rs.50 & 120Sun TV has a CPT of Rs.69, Gemini TV 119, Udaya TV 130, Asianet 191, Zee Marathi 57 & Star Jalsha 86TOI has a CPT of Rs.324 Thus, the reckoner helps a planner in identifying the vehicles for a multimedia campaign depending on the objectives