decoding tv ad metrics in india

Decoding TV ad metrics

Amagi Public2 Amagi Public

TV ad metrics have eluded the

Indian advertiser for a long time,

partly due to lack of robust

measurement.


With the arrival of BARC, TV

ad measurement have

assumed new significance.


Must-know TV ad metrics are:


Reach(measured in percentages and ‘000s)

#People who have watched a particular show for

at least a minute.

TV Reach = 80%

#Unique reach = 4

80%

20%

REACH

Viewers Non Viewers


Cumulative Reach(measured in percentages and ‘000s)

Total reach for a particular show for a given period

sans duplicated reach

Kapil Sharma Show

Gross Reach (including all the episodes in a month) = 100

Duplicated Reach = 10

Cumulative Reach = 90

90 unique viewers have watched the show in a period of 30 days


TV Ratings(TVR is measured in %)

Defines the popularity of a TV show. In addition to reach, it

considers the time spent on a particular show.

[TVR = Time Spent X Reach]

TVR is the weighted

average of the time spent

by all the users combined.

TVR =[(20/60)+(60/60)+(10/60)+(30/60)+(0)]/5= 40%

20 min 10 min60 min 30 min 0 minTime Spent for

a 60 min show

Amagi Public8 Amagi Confidential and Proprietary

• Suppose an ad was placed in a programme with 1.3 TVRs

• It means that 1.3% of India has seen the entire programme in which the ad

was placed and the ad also gets a TVR of 1.3

• Now, the ad is played two times in the same 30 minute programme

• 1st ad got a TVR of 1.3 and so did the second ad

• Total TVR garnered by the ad is 1.3+1.3=2.6

• The ad got a GRP of 2.6

TRP and GRP correlation


Frequency

It simply means the no.of times an ad has been featured in

a given period


Gross Rating Points(GRP is measured in %)

GRP is considered the accurate metric for TV ads as it

considers the target segment of the advertiser

GRP Calculation for Kapil Sharma Show

Frequency of paytm ad is 5

TVR of the show is 40%

Paytm campaign GRPs are 200

Popularly used to measure ads, GRP is calculated as the

frequency multiplied by TVR


Cost per GRP(CPRP is measured in the currency units)

It is used to measure the effectiveness of the campaign

CPRP Calculation for Kapil Sharma Show

Paytm campaign GRPs are 200

Cost of the campaign is Rs. 10 Lakhs

CPRP would be Rs.5,000

Money spent on a commercial to achieve a TVR of 1.


Decoding Frequency

FREQUENCY

• Reach = 65% and GRP = 130

• Frequency = 130/65 = 2

• On an average, viewers have watched your ad twice in

the given program


Decoding CPRP

COST PER RATING POINT

• Total cost of ad spots was Rs.6500

• And GRP is 130

• CPRP = 6500/130 = Rs.50


Decoding Cost Per Thousand

COST PER THOUSAND

• Cost of ad spots was Rs.6500

• And reach is 650 or (0.65 thousands)

• CPT = 6500/0.65 = Rs.10,000


Thank You

decoding tv ad metrics in india

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