Let there be LIGHT…

TAM Demystified… !!!

ReachAverage No. of People who have viewed a particular TV Content for atleast 1 minute.

Total No. of Available People – 10

People that watch TV for atleast a Min - 6

Therefore, Reach = 6/10 = 60%

- Doesn’t Watch TV

Reach %

Reach (000s)

Cumulative ReachTotal Unduplicated Reach for a given Period / Programme

Gross Reach = Sum of Reach of All Episode = 221

Total Duplicated Reach = 70

Therefore, Cumulative Reach = 221-70 = 151

Episode No. Episode Reach (000) Duplicated Reach (000)

1 30 0

2 47 15

3 62 30

4 82 25

Time Spent

• 2 Types :– Time Spent by Universe (TSU)– Time Spent by Viewer (TSV)

• TSU is the average time spent by an audience including the non-viewers

• TSU = Total Time Spent Universe

Time Spent

• TSV is the average Time Spent by Viewers only (not including the Non-Viewers).

• TSV = Total Time Spent Reach ‘000

Time Spent Calculation

Total Programme Time = 5 Mins

Therefore, Reach = 60 %TVR = 28%

TSU = 2+3+1+5+2+1 = 1.4

10

TSV = 2+3+1+5+2+1 = 2.33

6

- Doesn’t Watch TV

2 3 1

5 2 1

TVR (%)

ReachTime Spent

- Doesn’t Watch TV

TVRA Time Weighted Figure which also accounts for Time Spent by a Viewer along

with the Reach

2 3 1

5 2 1

Total Programme Time

= 5 Mins.

Reach = 6/10 = 60%

TVR = 2/5 + 0/5 + 3/5 + 0/5 + 1/5 + 0/5 + 5/5 + 2/5 + 0/5 + 1/5

10

Therefore, TVR = 0.28 or 28 %

How can TVR be Read?

• If TVR = 28%

• It Means,

– 28% of the Universe saw 100% of the Programme

Or

– 100% of the Population saw 28% of the Programme

Average TVR• It’s the Mean TVR achieved within a specified period

provided it is for the same Market & for the same TG.• Can only be directly calculated when durations are equal

Episode No. TVR (%)

1 5.6

2 8.2

3 6.25

4 8.9

Average TVR = 5.6 + 8.2 + 6.25 + 8.9

4

= 7.24

Average TVR

• It’s the Mean TVR (Duration Adjusted) achieved within a specified period provided it is for the same Market & for the same TG. The Duration is adjusted for as follows…

Average TVR = 112 + 287 + 250 + 222.5

20 + 35 + 40 + 25 (Total Duration)

= 7.26

Episode No. TVR (%) Duration (mins.) TVR x Duration

1 5.6 20 112

2 8.2 35 287

3 6.25 40 250

4 8.9 25 222.5

TVR in 000’s

• TVR (000) indicates the Total Number of People that have watched the Entire Programme / Slot Duration.

• TVR (000) = Count of People that have viewed 100% of the programme

• TVR (000) = TVR (%) * Universe

• Thus, TVR (%) = TVR (000) / Universe

GRPs• GRPs is the Summation of all the TVRs achieved within a period.

• It can be for a Genre, Channel, DayPart, Market, TG, Programme or combinations of them.

Episode No. TVR (%)

1 5.6

2 8.2

3 6.25

4 8.9

GRPs 28.95

GRPs Continued

• A Normal Practice is to use a summation of 30 min TVRs (Xpress Trend Modules) to ascertain GRPs.

• Thus, nullifying the duration factor…

Channel Share

• There are 2 types of Channel Shares :– Absolute Share– Relative Share

• Absolute Share = Channel Share with ALL channels as a Base

• Relative Share = Channel Share with all channels from the same Genre as a Base

Channel Share Calculation

Absolute Share =

TVR of a Daypart or ProgrammeAny Channel TVR within the same

Daypart

Relative Share =

TVR of a Daypart or ProgrammeGenre TVR within the same Daypart

Channel Share Calculation

• TVR in ‘000 as well as GRPs can also be used for calculation of Share…

• For a longer period, say a week or a month, the above two tend to be much more effective than TVR…

• GRPs tend to be more effective method of Channel Share Calculation incase of Niche Channels.

CPRP

• CPRP (Cost per Rating Point) is the amount an advertiser invests to achieve a TVR of 1 for a commercial.

• It is a effectiveness score which evaluates the value of Spots.

CPRP Calculation

Channel Prime Time TVR (%)

30 Sec Slot Cost CPRP

Star Plus 4.8 200000 200000/4.8 = 41666

Colors 8.2 500000 500000/8.2= 60975

Zee TV 3.25 150000 150000/3.25 = 46153

NTDV Imagine 1.2 30000 30000 / 1.2 = 25000

CPRP calculation is undertaken to get all available options on a single base for Evaluation…

In the above example the most efficient spot is NDTV Imagine followed by Star Plus…

CPT

• CPT (Cost per Thousand) is the amount an advertiser invests to achieve a Reach of 1000 individuals for a commercial.

• It is a effectiveness score which evaluates the value of Spots.

CPT Calculation

Channel Prime Time Reach (000)

30 Sec Slot Cost CPRP

Star Plus 48 Mn 200000 200000 / 48000 = 4.2

Colors 82 Mn 500000 500000 / 82000= 6.9

Zee TV 32 Mn 150000 150000 / 32000 = 4.6

NDTV Imagine 12 Mn 30000 30000 / 12000 = 2.5

CPT calculation is undertaken to get all available options on a single base for Evaluation…

In the above example the most efficient spot is NDTV Imagine followed by Star Plus…

Frequency

• The no. of Times an Individual is “REACHED” by a Programme or Commercial or Slot

• The Definition of Reach holds true in this Case

• Average Frequency (AOTS) = Average No. of Times a Commercial /

Programme was REACHED by an Individual

Reach @ various Frequency Levels

• Reach @ 1+, 2+, 3+

• Reach @ 1+ – No. of People that have seen the

Programme / Commercial / Slot for atleast once

• Reach @ 3+– No. of People that have seen a Programme /

Commercial / Slot more than 3 times.

Reach @ various Frequency Levels / Average Frequency Calculation

No. of Times

Viewed

Person 1 Person 2 Person 3 Person 4 Person 5 Person 6 Person 7

1 2 3 4 5

Reach @ 1+ = 5 / 7Reach @ 2+ = 3 / 7Reach @ 3+ = 2 / 7

AOTS / Average Frequency= 12 / 7

Duplication

• No. of people that have been reached by 2 or more Dayparts / Programme / Slots

• i.e. Duplicated Set of Audiences

100 10020

9:00PM 9:30PM

And there was LIGHT…