Media Terms & Calculations ADV 483 SPRING 2014: Weeks 13 and 14The basics } Most of the terms are ways of counting what you get when you place an ad… …ImpressionsImpressions are additive } If 10 people see your ad you have 10 impressions } If 1,567,875 people see your ad you have how many impressions? } 1,567,875Ratings } A rating is the number of impressions EXPRESSED AS A PERCENT } One Rating Point = 1% of a universeRatings } A rating is the % of a universe that is exposed to a message impressions rating = ----------------------------------- x 100 universe Multiplying by 100 takes us from a decimal to a % Although they are percentages, ratings are almost always expressed without a % signRatings } As long as the impressions match the target universe you can compute a rating } In this case the local target universe is a subset of the national target universe so the math works } You can think of all national ratings as being composed of local impressions added up for every market in the country LOCAL target impressions National rating = ------------------------------------------------------ x 100 NATIONAL target universe LOCAL target impressions (110,850) LOCAL target rating = ----------------------------------------------------------------------------------------- x 100 = .17 Rating NATIONAL target universe (66,040,000)Ratings: Exercise } Example #6:Rating: example #6Ratings: Example #6: (Solution)Current Network RatingsCurrent Cable RatingsCurrent syndicated ratingRecap: Universe, impression and ratingRecap: Universe, impression and ratingExercise } The following schedule includes 12 commercials on 5 different shows. } Step 1: determine the total M18-34 target rating points (TRPs) for each program. # :30 SpotsM18-34 Avg RtgMen 18-34 TRPsThe Bernie Mac Show3 6.1 18.3C.S.I.1 12.9 12.9That '70s Show2 10.1 20.2Smallville2 4.7 4.9Survivor4 4.8 19.2 TRPs = Avg. Rtg. X spotsExercise } The following schedule includes 12 commercials on 5 different shows. } Step 1: determine the total M18-34 target rating points (TRPs) for each program. # :30 SpotsM18-34 Avg RtgMen 18-34 TRPsThe Bernie Mac Show 3 6.1C.S. I. 1 12.9That '70s Show 2 10.1Smallville 2 4.7Survivor 4 4.8Exercise } Step 2: Now add-up the total number of M18-34 TRPs for all 12 Spots # :30 SpotsM18-34 Avg RtgMen 18-34 TRPsThe Bernie Mac Show3 6.1 18.3C.S.I.1 12.9 12.9That '70s Show2 10.1 20.2Smallville2 4.7 9.4Survivor4 4.8 19.280Exercise # :30 SpotsM18-34 Avg RtgMen 18-34 TRPsThe Bernie Mac Show3 6.1C.S.I.1 12.9That '70s Show2 10.1Smallville2 4.7Survivor4 4.8} Step 2: Now add-up the total number of M18-34 TRPs for all 12 SpotsExercise ♠ Step 3: Now figure out the M18-34 Impressions (in MM) for the schedule/the universe = 33.43 MM. # :30 SpotsM18-34 Avg RtgMen 18-34 TRPsM18-34 Imps (Pure) M18-34 Imps (MM)The Bernie Mac Show3 6.1 18.3 6,117,690 6.18 MMC.S.I.1 12.9 12.9That '70s Show2 10.1 20.2Smallville2 4.7 9.4Survivor4 4.8 19.2 RTG Impressions = -------------------------------- x Universe 100 Impressions RTG = -------------------------------- x 100 UniverseExercise # :30 SpotsM18-34 Avg RtgMen 18-34 TRPsM18-34 Imps (Pure)M18-34 Imps (MM)The Bernie Mac Show 3 6.1 18.3C.S.I. 1 12.9 12.9That '70s Show 2 10.1 20.2Smallville 2 4.7 9.4Survivor 4 4.8 19.2♠ Step 3: Now figure out the M18-34 Impressions (in MM) for the schedule/the universe = 33.43 MM.So the best media are the ones with the highest ratings?Composition Percent } Composition considers the target audience in relation to the total audience of the media vehicle } How would you calculate the A18-34 composition of People magazine? } You need to know the A18-34 audience: 12.69MM } You need to know the total audience (A18+): 35.66MM } It’s now a simple division problem } Adults 18-34 make up ______ % of People magazine’s total adult audience 35.6Composition vs. Coverage Composition is the percentage of the medium/vehicle that is comprised of the target audience Coverage is the relationship between the (target) composition of the vehicle vs. the total target universeIndex Definition } Index is customarily: } Multiplied by 100 } Expressed without decimals } For example, if the result of the division is 0.748, the index is 75 .748 x 100 = 74.8% 74.8% rounded to nearest whole number = 75%, expressed without % sign = 75Rating Points } Like impressions, rating points can be added up to get gross rating points (GRPs) } GRPs are the sum of the ratings in a schedule or a campaign } Target rating points (TRPs) are essentially the same thing - only referencing a specific target group } TRPs are the sum of the target ratings in a schedule or a campaignReach: What is it? } Reach is an estimate of the percent of the target audience who have the opportunity to see your advertising message at least one time } It is the net unduplicated audience } Once a person is counted in reach, that person is not counted again no matter how many times they are exposed to the ad } Even if they saw the message 50 times! } As spots/insertions are added to the media schedule, only the audience not previously exposed are added to the reach total } Therefore, reach can never be greater than 100%Frequency } The average FREQUENCY is related to the gross impressions (or GRPs/TRPs) Total Gross Impressions = Avg. # of Times Seen Net # People ReachedThe Formula TRPs ------- = Frequency REACH GRPs --------- = REACH Frequency REACH x Frequency = TRPsFrequency Distribution } Frequency is an AVERAGE } Everyone who saw the schedule may not have seen the ads the same number of times } The number of exposures may be vastly different for different people in the target audience } Frequency distribution is the method we use to help recognize these differencesFrequency Distribution } Often campaigns will have frequency as part of their communication goals } e.g. “Maximize the number of people who see the ads 3 or more times.” } The term “Effective Frequency” is often used to describe the minimum level of frequency below