OVERALL MEDIA UNDERSTANDINGASSIGNMENT 9.1

LE HOANG THACH – PHAN THI THAO NGHI

Rating, Reach, Frequency, GRP and CPRP

RATING Is the percentage (%) of the target audience exposed to a TV feature at a given moment

REACH Is the percentage of target audience that was exposed at least once to an advertising schedule.

How to calculate? The target audience of “So young think you can dance?” show is Young people who live in HCM, age 16 – 25. First episode is featured on HTV, 21:00 pm, 12 October 2013. There are 1 million people exposed to that program, which included 500.000 target audience. Due to population statistics, there are 5 million young people, age 16 – 25, living in HCM. Thus, the rating of that episode is 500.000 / 5.000.000 = 10%.

How to calculate? There is about 5 million young people age 16 – 25 living in Ho Chi Minh city (the target audience of Yomost). An advertising campaign of Yomost on HTV has gained 50% reach within one month. That means 2.5 million of target audience has seen that ads at least once on that month.

Rating, Reach, Frequency, GRP and CPRP

FREQUENCY(or Average frequency or OTS - Opportunity To See) Is the average number of times that each person is exposed to a brand’s advertising campaign or schedule.

GRP(Gross Rating Points) Quantifies the size of audience impressed by more than one media material or program. For example: 2GRP means that 2% of target audience is exposed to the media 1 time or 1% of them are exposed to the media 2 times.

How to calculate? A, B and C are 3 target audience of brand X. On February, A saw the commercial of X 5 times, B saw it 3 times and C saw if 4 times. The Frequency of X on that month is (5 + 3 + 4) / 3 = 3+. That means on average, a person will see that commercial 3 times, maybe more, maybe less.

How to calculate? Nokia Lumia has 5 spots of TVC on “The Voice” (Rating 30%) and 3 spots of TVC on “Dancing with the star” (Rating 15%). That means the total GRP of Nokia Lumia is: (30 x 5) + (15 x 3) = 195

CPRPStands for Cost Per Rating Point. It is the cost of reaching 1% rating of a spot or 1 GRP of a schedule using a specific medium and primarily used to compare the performance of channels or programs on TV.

How to calculate? Nokia Lumia must pay 6000 USD for a schedule of 3 spots on The Voice (with the rating of 30%). Thus, the CPRP is 200 USD / 1%.

Evaluation of a campaign?

Did we meet the Marketing / Sales Objectives?

Did we meet the Communication Objectives?

Did we meet the Media Objectives?

• Budget efficiency • Reach and Frequency • Synergy in channel mix (Above and Below the

line)• Position against competitive bench mark

Notice:The “effectiveness” of a campaign is not only that! It’s also about:

The target audience understand the message?

The target audience buy the product?

The target audience get convinced to try the product?

...and HAPPY VALENTINE!!!!