Media Terminology

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Who is easier to understand?

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Target group and universe

o 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 groupo In practice: Target group could be Female 20-55 years old

o Universe: The actual number of individuals within the defined target groupo In practice: The F 20-55 y.o. universe is 1 825 462

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The Universe = 10 Women 18-34

Sunday March 8, 2002,7:30 pm

Channel 1

Channel 2

Rating Channel 1 = 40%Rating Channel 2 = 20%

Rating PointThe percentage (%) of the target universe

exposed to a TV or Radio Spot at a given moment

1 rating point 1 % of the target audience=

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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 thatGRP : 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.

GRP & TRP

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Programme “JA IMAM TALENAT”15% of Target Audience

Programme “JA IMAM TALENAT”14% of Total Individuals

Affinity

Affinity index is an index of campaign weight or rating performance against a particular target audience versus total individuals

Formula:Affinity = TRP / GRP

Affinity of Programme A for Target

15%Affinity = x 100 = 107

14%

If Affinity is > than 100 the programme is skewed to the target

Note: affinity index is usually measured in % but canbe 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+…+RatingN

381 605

3rd spot

2nd spot

1st spot

1 738 422

197 869

5.4

24.6

2.8

Rating

32.7GRPSum of the ratings

Viewers

Can the Rating be higher then 100?

And the GRP?Yes, as a cummulative figure, easily go above 100.

No, maximum 100% of the target audience can watch a program.

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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, daypart… 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

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.

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.

Level of the frequency 1 exactly once 1+ at least once2 exactly two times 2+ at least two times3 exactly three times 3+ at least three times

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Reach & Frequency

o One of the most crucial tasks a media planner needs to face is to set the Media Goals

o How many people to reach o How many times those people should be exposed to the

advertising (Frequency)

o 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?

o GRPs or TRPs are results of the reach and frequency goals we set

o GRPs or TRPs are not goals by themselves

o 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 : EUR 24,750 cost; 110 TRPs; 5,000,000 Universe

24,750

1.1 x 5,000,000x 1000 = EUR 4.50 CPT

x 1000 = CPT

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Audience Share

Channel or Audience ShareIt 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

Source: AGB

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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

Daypart Time segmentMorning Time 6-10hDay Time 10-13hEarly Fringe 13-16hEarly Prime Time 16-19hPrime Time 19-23hNight Time 23-01h

Source: AGB

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Share of Spending, Share of Voice

Share of Spending (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 weight is defined in terms of expenditures.

Share of Voice (SOV)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 ratings (GRP).

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Seasonality, Advertising weights, Channel Mix, Day part MixSeasonality – 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

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

TRP level

0

50

100

150

200

250

300

J an Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

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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!