[Young Marketers Elite 2013] Assignment 9.1 - Hoang Thach - Thao Nghi
Rating is the percentage of the target audience exposed to a TV program at a given time. Reach is the percentage of the target audience exposed to an advertising schedule at least once. Frequency is the average number of times each person is exposed to an advertising campaign. GRP (Gross Rating Points) quantifies the size of the audience exposed to media materials more than once. CPRP (Cost Per Rating Point) is the cost to reach 1% of the target audience using a specific media channel. To evaluate a campaign, we assess if it met marketing, communication, and media objectives, and consider budget efficiency, reach and frequency, synergy across channels, and competitive positioning. Effectiveness also depends on if the target audience understood
[Young Marketers Elite 2013] Assignment 9.1 - Hoang Thach - Thao Nghi
- 1. OVERALL MEDIA UNDERSTANDING ASSIGNMENT 9.1 LE HOANG THACH PHAN THI THAO NGHI
- 2. Rating, Reach, Frequency, GRP and CPRP Is the percentage (%) of the target audience exposed to a TV feature at a given moment RATING 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%. REACH Is the percentage of target audience that was exposed at least once to an advertising schedule. 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.
- 3. 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 brands advertising campaign or schedule. 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. (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. GRP 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 CPRP Stands 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%.
- 4. 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
- 5. Notice: The effectiveness of a campaign is not only that! Its also about: The target audience understand the message? The target audience get convinced to try the product? The target audience buy the product?