MEDIA TRAINING

MEDIA BASICS

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 Agenda

Media Terms
Media research
Medium SWOT analysis

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 Why it’s necessary to know media terms…

We don’t buy minutes or spots on Radio and TV. WE BUY CONTACTS!

We don’t buy insertions and pages in news papers and magazine! WE

BUY AUDIENCE!

We don’t buy banners in Internet. WE BUY IMPRESSIONS!

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Key Terms used in Media Planning

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 Universe and Target Audience
Universe – represents the total number of people that meet the specified
characteristics in a given country/market/area that should be reached

Target audience – group of people / segment of consumers that a

campaign message is designed to reach
TA is defined via demographic characteristics (sex, age, income, social
status, etc.) or consumptions characteristics (consumers of household
chemicals, juices, shampoos, etc.).
TA is measured in ‘000 people or % of the total market

Example

If our Target Audience is Women, Target Audience = 5, % = 50.

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 TVR

TVR (rating/rating point) – Percentage (%) of the Target Audience

exposed to any media event (Program, Ad. break, Ad. spot) at a given
moment

Example
Program №1

5 people among 10 watched program №1

5 / 10 * 100% = 50%
TVR of Pr. №1 = 50

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 SHARE

Share – Percentage (%) of the Target Audience exposed to any media event
(Program, Ad. break, Ad. spot) among total Target Audience watching TV at a
given moment

Example

TOTAL TV
program №1
8 people among 10 watched TV
4 people watch Program 1

TVR of Pr. №1 = 40 (4 / 10 * 100% = 40%)

Share of Pr. №1 = 50 (4 / 8 * 100% = 50%)
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 REACH

Cover/Reach – Percentage (%) of the Target Audience exposed to

advertising message at least once throughout the period of advertising
campaign
Reach is measured TA is measured in ‘000 people or % from Target
Audience

Example

TA - ALL TA – Women
Reach = 5 Reach = 3
Reach , % = 50% Reach, % = 60%
(5/10*100%=50%) (3/5*100%=60%)

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 GROSS RATING POINTS

GRP’s / TRP’s – (Gross Rating Points / Target Rating Points)

Sum of TVRs of all insertions / spots watched by Target Audience during
advertising campaign period
GRPs = TVR1+TVR2+…+TVRn

Example
program №1
program №2
TA = ALL TA - women
program №1: TVR1 = 50 program №1: TVR1 = 60
program №1: TVR2 = 60 program №1: TVR2 = 60
GRP`s = 110 GRP`s = 120

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 30” (adjusted) GRPs

We can place two different spots in the same program with TVR = 5
One spot is 30”; another is 10”
Though both spots will get 5 TVR; expenditure of each spot placement will be
different

30”GRP (Adjusted GRPs) are used for comparison of TV Campaigns

investments, however disregarding pricing factors (YOY inflation, seasonal
price coefficients, etc.)
30”GRP = GRP/30*spot duration

Example
Spot duration – 10”
GRP`s = 1200
30”GRP`s = 400

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 NUMBER OF CONTACTS
Number of Contacts (Gross Impressions) – total number of all contacts with
the advertising message received by each member of Target Audience covered
(reached) by this message during the period of advertising campaign
Number of Contacts = GRP`s * Population / 100
Number of Contacts is used for measurement and comparison of advertising
campaign across regions (with different size of population)

Example

program №1

program №2
GRP`s = 110 TA - women
Population = 10 TRP`s = 120
Number of contacts = 11 Population = 5
Number of contacts = 6

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 EFFECTIVE REACH / Reach N+

Effective Reach (Cover N+ / Reach N+) - Percentage (%) of the

Target Audience exposed to advertising message at least N times (N
times and more) throughout the period of advertising campaign
(Ex., Reach 3+ Percentage (%) of the TA exposed to advertising
message 3 times and more ).

Example

program №1

program №2

reach 1+ = 80% TA - women

reach 2+ = 30% reach 1+ = 80%
reach 2+ = 40%

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 Average Frequency

Average Frequency – points how many times our Target Audience (each
member of TA reached / covered by advertising campaign) could see or
hear advertisings message
Average Frequency = GRP / Reach,% 1+

Average Frequency = OTS (Opportunity to see)

Example

program №1

program №2

GRP`s = 110 TA - women

Reach, % = 80% TRP`s = 120
Average Frequency = 1,37 Reach, % = 80%
Average Frequency = 1,5

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 Affinity Index
Affinity Index – relationship of any media event (channel, program, spot) TVR
estimated at Target Audience to TVR of the same media event estimated on broad
Audience (18+)
Indicates how definite media vehicle/program performs on our Target Audience
comparing to its performance Broad Audience
Affinity Index = TRP / GRP

Example

program №1

program №2
TA - women
TRP`s = 120
GRP`s = 110
Affinity Index = 109

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 PRICING TERMS

СРР/CPRP (Cost Per Point / Cost per Rating Point) – cost per 1 GRP
CPP = Budget / GRPs

CPT / CPM (Cost Per Thousand / Cost Per Mille)

Used for estimation of price efficiency across different media vehicles (TV, Print, OOH, Radio)
Estimation of price efficiency of media plans (i.e. TV; TV+PRINT; TV+OOH)
Estimation of price efficiency of placement across regions (i.e. National campaign vs. Local)

25
23
CPT
20
17

15 13
12

10 8.9
7

0
CPT, Россия, Муж 25-45 TV NewsPapers Magazines OOH 3x6 Radio Internet
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 SOS / SOV

SOS (Share of Spend) – Share of Advertiser / Brand spends within

total category spend.

SOV (Share of Voice) – Share of total Advertiser / Brand GRPs

within total category GRPs
SOV = total Brand GRPs / total GRPs in the category

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 Key formulas and relationship among
media indicators

GRP = Reach,% * Average Frequency

Reach,% = GRP / Average Frequency
Average Frequency = GRP / Reach,%

Affinity Index = TRP / GRP

СРР = Budget / GRP`s

No of contacts = GRP`s * Audience(‘000) /100
CPT = Budget / No of contacts

SOS = Brand Spends / Category Spends

SOV = Brand TRPs / Category TRPs

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 Практические занятия [1]

Все население примем равным 10. 60% из них - women. TA –

women. Продемонстрированный ролик увидело 3 women и 1
мужчина. Определите рейтинг ролика по аудиториям целевой и
«Все». Определите Affinity Index.

Кампания набрала 660 GRP`s при использовании 5 сек роликов.

Определите затраты кампании, если известно, что один 30”GRP стоит
$1000.

Каков будет reach в %, если известно, что кампания набрала 120

GRP`s, а Cредняя Частота составила 3?

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 Практические занятия [2]

Допустим все население равно 10. Известно, что с Роликом

№1 проконтактировало 5 из этих 10 человек. С Роликом №2
проконтактировало тоже 5 из этих 10 человек. 3 человека
проконтактировавшие с Роликом №2, так же видели Ролик
№1. Определите reach 1+ и reach 2+ в процентах.

Определите Количество контактов кампании, если известно

что все население равно 20, а за кампанию было набрано 120
GRP`s.

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 Практические занятия [3]
Exercise Reach/Frequency/GRPs-TRPs
Universe
Spots 1 2 3 4 5 6 7 8 9 10 Rating
1 X X X X
2 X X
3 X X X
4 X
5 X X X
6 X X X
7 X X X
8 X
9 X X
10 X X
11 X
12 X X
13 X
14 X X
15 X

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 Exercise Reach/Frequency/GRPs-
TRPs
Target Universe = 10 people
Total Campaign = 15 spots
Calculate
Rating for every spot
Total TRPs
Reach
Average Frequency
Frequency Distribution
Effective Reach if Effective Frequency is 3+

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Exercise Reach/Frequency/GRPs-TRPs

1. Total TRPs : 310

2. Reach : 80%
3. Average Frequency: 3.9
4. Frequency Distribution
None 20%
Once 10%
Twice 10%
3 times 10%
4 times 20%
5 times 20%
6 + times 10%
• Effective Reach 60%

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