media knowledge training and support table of contents chart # what is media?3 tv concepts6 ...
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Media KnowledgeTraining and Support
Table of ContentsChart #
What is Media? 3 TV Concepts 6
Universe 7 Target Audience 8 Vehicle 12 GRP/Ratings 14 Reach 20 Frequency 23 GRP/Reach/Frequency 26 Effective Frequency 31 Share 32 Period 34 Time slot/Time bands 35 Units 36 Category of Channel 38 Summary 39
What is Media?
What is Media
To deliver entertainment, information,and advertisements to an audience
What is Media
Advertising Media Converts products into advertisements
which are delivered to an audience to persuade them to buy the products
Tools of Advertising media television, radio, internet, newspapers,
magazines, and various outdoor advertisements (billboards, neon signs, posters, buses etc.)
TV Concepts : Media Jargon, another
language
Universe
The reference population of a survey
In advertising this is the term applied to the target audience
For example: Red BullMalesAged 15-24Social class A,B, C & D
Target Audience
A sub-population that an advertising campaign or a TV program is aimed at
For example:Young Urban PeopleHousewivesRetirees
What might be the Target Audience for Cosmetics?
Target Audience
Important things to note Avoid choosing small or very narrow
target groups Small sample sizes result in low reliability An example target:
Females with children, university educated, social class A in Can Tho
Sample size=3.
We recommend using sample sizes of at least 100
Targets in Our Software
Vehicle
The potential “carrier” of an advertisement
In TV: a station, during a specific day of the week, during a specific timeslot
In press: a magazine or a newspaper
“News” is a vehicle within HTV7
Examples of Vehicle
News
““Tuoi Tre” & “Hanoi Moi” are two Tuoi Tre” & “Hanoi Moi” are two
vehicles within the press vehicles within the press
GRP or Ratings:The Currency of Media
To buy and sell programs and to buy and sell advertising space
Taylor Nelson Sofres measures GRPs
GRP or Ratings
GRP is the sum of the ratings for the individual program
1% of target audience seeing a commercial one time
2% of target audience seeing a commercial one time, or 1% seeing commercial two times
1 GRP
2 GRPs
So, GRPs provide…….
Duplicated Duplicated RatingsRatings
Little Quiz about GRPs
Average Rating No of Spots GRP
A 20 2 40
B 15 4 60
C 25 2
D 10 5
Ratings in %
Percent (%) of audience that have seen the commercial during the specific timeslot
?Out of 100 individuals having a TV set, 17% have been watching the program “Phim Hon Da Lan Tron” on HTV7 on the day we observe
Program Channel Time RatingPhim Hon Da Lan Tron HTV7 18.15 - 19.03 17%Phim Duong Len Thien Dang VTV3 18.05 - 19.01 13%
Ratings in 000
Ratings expressed in a raw number - the exact number of people
Number is the audience in Thousands ‘000 that saw the commercial during the specific timeslot
Audience ratings include; people aged 4 and above (4+) residents living in private households in a
specific area of the city. Households with at least one TV set
Who use Ratings?
Media Media PlannersPlanners
TV Station TV Station Advertising Advertising DepartmentsDepartments
TV Station TV Station Editorial Editorial DepartmentsDepartments
Program ProducersProgram Producers
Why Use Rating?
Media Media PlannPlannerer
choose choose advertising break advertising break to buyto buy
TV station
AD Dept
sell advertising breaks
Why Use Rating?
TV stations Editorial Dept to source and
schedule programs
TV station
AD Dept
to help them decide what kind of program to make and who to sell the program to
Factors affect Ratings
season
Time
Region
special events
such as Sea Games
Rating Formula
RRatingating= the number of audience watched program
target population x 100%
Reach
Is a measurement of audience accumulation
The % of the target audience who have seen the commercial at least once
So if 10 out of 100 people see your commercial then you have a reach of 10%
Reach has ……..
Reach
Reach does not consider duplication
so if 10 out 100 people see a commercial two times, you still have a Reach of 10%
Average Reach (AvRch000)
Average reach is the average of the daily number of contacts expressed in thousands
Frequency
Frequency is a Measure of Repetition
It indicates the number of times people have seen a commercial
Some will have seen it only once, some others twice, some others thrice, etc…….
Frequency
Frequency= OTS
Difference between Frequency & Reach
what the audience was exposed to the same vehicle (no of times)
how the program (message) may be received in a target universe (no of people) at least once.
no of times
no of people
GRP, Reach & Frequency
GRP, Reach & Frequency - The Raw Data
Support 1 2 3 4 5 6 7 8 9 10Spot 1 X X 0 X 0 X X 0 X 0 6/10 60%Spot 2 X 0 0 0 X X X 0 0 0 4/10 40%Spot 3 0 0 0 X X 0 X 0 0 0 3/10 30%Spot 4 0 X 0 X X 0 X 0 X X 6/10 60%
Sum 190190/4 48%Average Ratings
RatingsRespondent
GRP, Reach & Frequency - The Raw Data
Support 1 2 3 4 5 6 7 8 9 10Spot 1 X X 0 X 0 X X 0 X 0 6 60%Spot 2 X 0 0 0 X X X 0 0 0 1 70%Spot 3 0 0 0 X X 0 X 0 0 0 70%Spot 4 0 X 0 X X 0 X 0 X X 1 80%
Reach + + - + + + + - + + 8/10 80%Frequency 2 2 0 3 3 2 4 0 2 1 19/10 1.9
RXF 152GRPs
RespondentReach
Frequency
GRP = Reach X Frequency Frequency = GRP/Reach
For example: program A, has 152 GRPs.
It has a reach of 80, so, the frequency is as follows:
Frequency = 152 / 80 Frequency = 1.9
Little Quiz about GRPs
200200 GRPs=50% of the target audience (reach) seeing a commercial 4 times (4X50=200)
or 100% reach at a frequency of 2 (2X100=200) How many GRPs if 70% of my target
audience see my commercial 3 times each?
Answer: (3X70=210)
Effective Frequency
The number of times someone must see my commercial before they are persuaded to buy my product
For example: Effective frequency for Laundry
detergent may be 4 but for a special offer it may be only 1
Share
Indicates, out of 100 persons watching TV during a given time slot, how many people watched this station ?
Difference between Rating & Share
out of 100 persons in my universe, how many watched this station?Ratings
Ratings
out of 100 persons watching TV, how many watched this station?
ShareShare
Fidelity
It is the average audience in percentage divided by the accumulated audience in percentage
Fidelity= rating in %
reach in %
Average Fidelity (AvFid)
Its meaning is the average audience in percentage divided by the daily average of the accumulated audience in percentage.
AvFid= rating in % x 100
Avreach in %
Minutes and Total Minutes (Min & Tmin)
Minutes (Min) - it is the average of the daily consumption of minutes.
Total Minutes (Tmin) – its meaning is the total of the consumptions of minutes.
Time band’s contribution to its channel’s total (CChn%)
Its meaning is total minutes of time band of one channel divided by total minutes of time band of reference channel.
CChn%= Total minutes of one channel x 100 Total minutes of reference channel
It is time band’s contribution to Total TV
(CTTV%)
Its meaning is total minutes of time band of one channel divided by total minutes of time band of total TV
CTTV%= Total minutes of one channel x 100 Total minutes of total TV
Target Affinity (TgAfin%)
Its meaning is rating percentage of specific target divided by rating percentage of reference target
TgAfin%= Rating% of target on channel x 100
Rating% of reference target on channel
Time band’s index (TBIndex%)
Its meaning is the contribution of a channel’s share into a “time band”, compared with the same channel’s share in a “reference time band”.
TBIndex%= Share of one channel x 100 Share of reference channel
Target’s saturation (TgSat%)
Its meaning is the percentage of consumption of a target with regard to a reference target.
TgSat%= total minutes of one target x 100
total minutes of reference target
Note: all formulas need to be multiplied with weighting factor
Profile The description of an audience, a target,
a group of consumers.
how many are
men ?how many are women
?how many are young,
middle aged ?
out of 100 persons watching a program
Profile is…...
Examples of Profile
Can be expressed in either a tabular or graphical format:
Channel A % Channel B %
Men 35 51
Women 65 49
Yong 29 39
Middle aged 35 41
Old 36 20
What is Migration
Migration is audience flow that record movements in and out between different TV channels by TV viewers.
For example: one minute audience flow between HTV7 and VTV3
Duplication
Percentage of people who watched several different programs. It can be the same program at different date, different program at different time…...
For example:the number of persons that viewed CCTV-1 Monday between 20:00-20:40 and same channel, same time but on following Tuesday
Duplication
Vehicle A
Vehicle B
Duplication
Examples of Duplication
Period: one week Target: HCMC, 10,000 individuals Channel 1: Ratings=15%, 1500
individuals Channel 2: Ratings=10%, 1000
individuals Duplication=300 individuals
Period
An interval of time, usually defined by days and hours
You may choose any specific day week month or year
to run your calculation depending on the type analysis you are conducting
Timeslot / Time band
Prime time, Morning time, Lunch time
Units
To see detailed rating performances over a specific time period
Choose the period unit by minutes or quarter or half an hour
This shows the detailed fluctuation at each unit you choose
Total TV (TTV)
TTV The sum of the channels we monitor in
our survey area
There are 38 terrestrial channels in our software
Media Training Summary
UniverseTarget Audience
VehicleGRP/Ratings
ReachFrequency
GRP/Reach/FrequencyEffective Frequency
SharePeriod
Time slot/Time bandsUnits
Category of Channel
Social Economic Classes
A: households with monthly income of $US1,000
B: $500 - $999
C: $300 - $499
D: $150 - $300
E/F: less than $150
Media Training Summary
By the end of this training, you should have Basic understanding of interpretations and definitions of important TV Terms