Media planning in TV

1. MediaMedia
Back to the basicsBack to the basics

2. Introductory Terms

3. Like …
– Medium/Vehicle
– Universe
– Target Audience
– Rating
– Duplication
– CPRP
– GRP/TRP
– Reach
– Frequency
– Frequency Distribution
– Effective Reach & frequency

4. What is a medium ?
• Media : Carriers and deliverers of advertisements.
• Medium : A broad general category of carriers
• Vehicle : A specific carrier within a medium
Medium Vehicle
Television Kkusum
Newspaper Times of India
Magazines India Today
Radio Good Morning Mumbai
Outdoor Patel Bridge
Video Cassette of a movie
Internet Indiatimes.com

5. Target Audience
“The particular segment of the population that our
campaign is trying to reach”

6. Universe
“The number of individuals within a given target”
Example : Working women 25-40, MHI 10,000 +

7. Broadly three ways in which targeting can
be approached
Demographics
Psychographic
s
Mindset, Affinity group

8. What we will cover in the next few slides
• Plan Reach
• Average Frequency
• GRP’s
• Gross OTS

9. Lets see how these 3 concepts are related to
each other
Reach
Frequency GRPs

10. For instance, assuming we have a Target
Audience of 10 people...

11. – 1 in Programme A
– 1 in Programme B
– 1 in Programme C
… And our campaign is made of 3 spots

12. 1 TV SPOT
TRP = 50
Reach = 50 %
Average Frequency
TRP/R = 50/50 = 1
Frequency Unique Reach
1 50 %
2 0 %
3 0 %
5 people watched programme A
and saw the commercial...
Rating = 5/10%=50%
Programme AProgramme A

13. Rating = 50%
Programme AProgramme A
We add Programme B
and 6 people watch this programme and our ad
Rating =6/10%=60%
Programme BProgramme B
Unique Audience
(Building REACH)
Duplicated audience
(Building FREQUENCY)

14. 2 TV SPOTS
GRPs = 110
Prog B adds 60 TRPs but not 60%
reach as 30% is duplicated
Reach =50+30= 80 %
Average Frequency = 1.4
Spot Unique Reach Cum Reach
1 50 % 50%
2 30 % 80%
Rating = 50%
Programme AProgramme A
Rating = 60%
Programme BProgramme B

15. 3 TV SPOTS
Programme C adds 50 TRPs but only
10% reach as the other 40% is
duplicated with Programme A or/and B
GRPs = 160
Reach = 80+10 = 90 %
Average Frequency = 1.8
Frequency Unique Reach
1 40 %
2 30 %
3 20 %
Programme CProgramme C
Rating = 50%
Rating = 50%
Programme AProgramme A Programme BProgramme B
Rating = 60%
Did not watch

16. Plan Reach
“Percentage of our target universe that was exposed at least
once to an advertising schedule.”
Usually measured over 1 or 4 week period
Hence, in the previous example,
Target Universe = 10
A campaign achieves 90% reach, which means that 90% of
the target (i.e. 9 out of 10 TA) have seen the commercial at least
once

17. Reach Caveats
• As insertions are added to the media schedule, only the
audience not previously exposed to the message are added to
the reach total.
• Thus, once a person is counted in the reach, that person is not
counted again no matter how many times the person is
exposed.
• Reach can never be greater than 100%.

18. Average Frequency
“The number of times, on average, the audience reached sees the
commercial during a given period. ”
Again, in the previous example,
Average Frequency of 1.8 means that, as an average, every
person reached has seen the commercial 1.8 times. This is an
average, which means that some people will have seen the
commercial more times, and some less. The average gives us a
general idea of the campaign frequency performance.

19. Gross Rating Points (GRP’s)
“The sum of all ratings achieved in a given period.”

20. • 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
GRPs / TRPs

21. GRPs / TRPs , Reach & Frequency
Formulae
GRPsGRPs
FrequencyFrequency ReachReach
Frequency x Reach =Frequency x Reach = GRPsGRPs
GRPGRP
FrequencyFrequency
== ReachReach GRPGRP
ReachReach
FrequencyFrequency ==

22. Rules
• Never add GRPs/TRPs that belong to different target definitions (will have to use weighted
averages)
• Never add GRPs/TRPs that belong to different markets (will have to use weighted averages)
• GRP’s can be added by brands, by durations and by weeks/months.(as long as TA and markets
are identical)
• GRPs /TRPs can be calculated adding the ratings of the advertising campaign spots
• Reach and Average Frequency can only be calculated with computer software
• Reach can never be higher than 100
GRPs / TRPs , Reach & Frequency

23. Same GRP levels Reach Freq.
• Increasing day parts
• Buying same kind of programming, usually
• Increasing # TV channels/publication
• Buying only 3 days of the week
A general guideline on how to increase Reach or FrequencyA general guideline on how to increase Reach or Frequency
GRPs / TRPs, Reach & Frequency

24. Cost Per Rating Point (CPRP)
“Cost of reaching 1% of my target with a specific medium.”
Formula :
Medium or Vehichle Total Cost ÷ GRPs or Rating = CPRP
In the previous example, assuming it costs Rs 3,00,000/ to
buy those 3 spots (= 160 GRP’s)
CPRP = 300000/160
= 1875.

25. Cost Per Thousand (CPT)
“The cost of reaching 1000 individuals within my target
with a given medium or specific vehicle”
Formula :
Medium or Vehicle Total Cost ÷ Target Audience (in 000’s) = CPT

26. An Exercise
TG
No of times
commercial
seen
1st spot 2nd 3rd 4th 5th 6th 7th 8th
1 2  
2 6      
3 1 
4 4    
5 5     
6 1 
7 -
8 -
9 4    
10 3   
11 1 
12 5     
13 6      
14 7       
15 1 

27. What is …
• Reach
• GRP’s
• Gross OTS
• Avg OTS

28. What we know
Universe : 15
Reach (seen atleast once): 13/15%
= 87%

29. Step 1- Reorganise data
Seen # people
0 2
1 4
2 1
3 1
4 2
5 2
6 2
7 1

30. Step 2
Seen
#
people
1 4 4
2 1 2
3 1 3
4 2 8
5 2 10
6 2 12
7 1 7
13 46
Universe =15
Reach = 13/15%
= 87%
Gross OTS = 46
Avg OTS = 46/13
= 3.5
GRP’s = 87X3.5
=307

31. QUIZ TIME!

32. Q 1
A = 100
B = 80
C = 90
D= 35
E=25
G = 10
F= 30
H = 30
Office
Office
JassiKasauti
Plan:
Kasauti 1 spot
Jassi 1 spot
Office…1 spot
Find Reach &
AOTS
Plan Reach = 370/400%
=92.5
Plan A OTS = 1.30

33. Seen # Audience
1 270 270
2 90 180
3 10 30
370 480
REACH 370/400%
92.5
AOTS 480/370
1.30
GRP's 92.5 X 1.3
120

34. Q 2
A = 100
B = 80
C = 90
D= 35
E=25
G = 10
F= 30
H = 30
Office
Office
JassiKasauti
Plan:
Kasauti 2 spot
Jassi 1 spot
Office…1 spot
Find Reach &
AOTS
Plan Reach = 92.5
Plan A OTS = 1.77

35. Seen # Audience
1 170 170
2 125 250
3 65 195
4 10 40
370 655
REACH 370/400%
92.5
AOTS 655/370
1.77
GRP's 92.5 X 1.77
163.75

36. Q 3
A = 100
B = 80
C = 90
D= 35
E=25
G = 10
F= 30
H = 30
Office
Office
JassiKasauti
Plan:
Kasauti 1spot
Jassi 2 spot
Office…1 spot
Find Reach &
AOTS
Plan Reach = 92.5
Plan A OTS = 1.70

37. Seen # Audience
1 190 190
2 110 220
3 60 180
4 10 40
370 630
REACH 370/400%
92.5
AOTS 630/370
1.70
GRP's 92.5 X 1.70
157.5

38. Q 4
A = 100
B = 80
C = 90
D= 35
E=25
G = 10
F= 30
H = 30
Office
Office
JassiKasauti
Plan:
Kasauti 1spot
Jassi 1 spot
Office…3 spot
Find Reach &
AOTS
Plan Reach = 92.5
Plan A OTS = 2.14

39. Seen # Audience
1 180 180
2 35 70
3 90 270
4 55 220
5 10 50
370 790
REACH 370/400%
92.5
AOTS 790/370
2.14
GRP's 92.5 X 2.14
197.5

40. Other related concepts

41. Frequency Distribution
• Average Frequency represents the average number of times the target
was exposed to a commercial message
• But, we know that people are exposed at different rates. Some will see
1 message, some 2 messages, some 4, and some may even see all of
them
Frequency Distribution describes the number or
percent of population exposed at each
frequency level

42. Frequency % Reached
0 31.7
1 22.3
2 15.4
3 10.5
4 7.1
5 4.7
6 3.1
7 2.0
8 1.3
9 0.8
10+ 1.2
Thus,
32% were not exposed at all
68% saw at least one message
22.3% saw one and only one message
15.4% saw two and only two & so on
1.2% saw 10 or more messages
Frequency Distribution
SCHEDULE A GRPs - 200
Reach - 68%
Avg OTS - 2.9

43. Frequency % Reached
Frequency Distribution
0 29.2
1 24.8
2 13.2
3 9.0
4 8.0
5 6.7
6 5.2
7 2.1
8 1.3
9 0.5
10 0.3
However the same 200 GRPs in another schedule yield very different results !
GRPs - 200
Reach - 71%
Avg OTS - 2.8
SCHEDULE B

44. Effective Frequency
“The number of potential commercial exposures
necessary” to communicate the advertising message
effectively
Generally expressed in terms of 2+, 3+, 4+, etc.

45. “Percentage(%) of target universe reached by the
commercial the number of times set as Effective Frequency
or more”
Effective Reach

46. Frequency % Reached
0 31.7
1 22.3
2 15.4
3 10.5
4 7.1
5 4.7
6 3.1
7 2.0
8 1.3
9 0.8
10+ 1.2
Frequency % Reached
0 29.2
1 24.8
2 13.2
3 9.0
4 8.0
5 6.7
6 5.2
7 2.1
8 1.3
9 0.5
10 0.3
Effective Reach & Frequency
If we set 4 as Effective Frequency
What is the Effective Reach in Schedule A and
B ?
Effective Reach @ 4+
Schedule A = 20%
Schedule B = 24.2%
A B

47. Planning Principles

48. Forecast future trends
• Normally, we plan for the future using past data. Hence there
is a time lag of almost 2 months between planning and
implementation
• Idea is to simulate the future TV viewing behavior using old
data.
• One of the most important function of a planner is to predict –
– Trends in channels/programs deliveries
– Trends in daypart performance
Always apply 4/6 week averages for planning.
Apply 8-12 wks averages, in case of aberration

49. Optimise cost per reach point
• Three planning variables (R, F and GRP) are
interdependent
– Hence, objective should be to MINIMISE GRP’s(and
thus cost) for given Reach/Frequency
– OR, MAXIMISE REACH for given GRP (cost)
• Objective must be to minimize Cost per reach point and
not minimizing CPRP

50. Reflect buying realities

51. Must reflect TG viewership behavior
• Since we are operating in one TV HH scenario, data reflects
similar viewership pattern across different TG’s.
• There is a need to identify particular characteristics of target
group and their involvement levels.

52. Know your benchmarks
• It is good to know GRP and R/F benchmarks for your
TG/brand
• Also, know CPRP benchmarks for your TG/brand..

53. Thank You