Universe

• The Total/Actual number of people in a defined target audience

Reach

•Number of individuals from the universe who are

exposed to the medium or vehicle

•Reach is normally expressed in % terms

Calculation of Reach

Universe: 10 individuals.

For a single episode of Chhoti Maa:

if out of the above 10 people 6 saw atleast 1 minute of the

programme then,

Reach:6 out of 10

Therefore, reach = 60%

Variations of the reach concept

• Gross Reach

• Cumulative Reach

• Net Reach

Gross Reach

•Gross Reach = Summation of all audiences who

have been exposed to the vehicle

•Week 1 : 1000

•Week 2 : 2000

•Week 3 : 1500

•Week 4 : 1200

Hence, Gross Reach = ?

1000+2000+1500+1200=5700

Net Reach

• Week 1 : 1000 -- 1000

• Week 2 : 2000 (300) 2700

• Week 3 : 1500 (900) 3300

• Week 4 : 1200 (1000) 3500

Net Reach build upDuplicationGross Reach

Cumulative reach over 4 weeks

Cumulative Reach

• Principle : Audiences accumulate over time

• The number of individuals within the TG who are

exposed to the medium/vehicle over a certain

period of time

ChannelAvgMins {Universe}

AvgMins {Viewer}

Reach OOOs

Star Plus 1056 1135 10314

Sony 739 807 10157

Zee TV 358 401 9904

Total ( Any Channel) 6910 7112 10773

Universe : 11089000

Calculation Explained

Total Time: Avg. minutes ( universe) x Universe

Total Time / Reach = Average Minutes viewer.

Therefore, (1056 x 11089000)/ 10314000= 1135

Is there a term that encompasses both Reach and Time Spent ?

TVR

Principle : Reach x Time Spent

TVRs v/s Reach

A B C D E

1 X X

2 X X X

3 X X X

4 X

5 X X

Individuals

Min

ute

s

TVRs v/s Reach

• People that saw the programme for atleast 1

continuous minute :

A + B+D+E =4

Therefore, Reach=4/5

Reach=80%

TVR vs Reach

Person Minutes Viewed Minutes Available

A 3 5

B 1 5

C 0 5

D 2 5

E 5 5

5 (A+B+C+D+E)x 100

Ratings = On an average 44% of universe of the TG saw the entire Time band

TVRs :(3/5)+(1/5)+(0/5)+(2/5)+(5/5)

•The sum of all ratings achieved in a campaign.

• GRP levels are generally measured and reported on a

4 week basis

• It is a measure of the media plan’s thrust

Gross Rating Points (GRPs)