MEDIA SCENE
Are Media Terminologies Still Relevant To Campaign Placements ?
By Susan Atieno
This is a continuation of the discussion began in the last issue of Marketing Africa Magazine . In our previous article we looked at one of the key terminology in TV media buying , Gross Rating Point ( GRP ), placing spots on highly rated time segments to achieve effectiveness to reach one ’ s target audience .
As mentioned , one needs to partner with a media agency that has access to planning tools like e-Telma or Z-plan or subscribe directly to achieve this level of planning .
In this article , we will build up on the function of GRPs . One common question in every planner ’ s mind is how to determine the minimum number of GRPs for a sufficient TV buy . Just like most buyers I have also struggled with this question .
Just to refresh our memory , GRP is generated through a formulae ( Reach ( rating of a particular time segment ) x frequency ) and once one determines the highest rated segments , one can start planning and place spots on these segments , but then how many spots are needed to attain maximum GRPs for an effective campaign ?
When planning , you ’ ll often hear reach objectives terms as @+ 1 - this is unduplicated … @+ 2 //@+ 3 //@+ 4 often refers to a duplicated audience .
Reach Curves : According to a research done by Nielsen , 2009 , Reach Curves “ relate to the number of content impressions to the number of people who have seen it .”
To break this down , look at the below sample reach curve ; ( Impressions is the reach on the Y-axis while GRPs ( number of people who have seen it - eyeballs ) are on the X-axis )
Generating Reach Curves
Having understood the definitions , we will now go step by step on the process of generating reach curves as outlined here-under :
Determine your target audience in a measurable format - for example ; Male , aged 20-40 , LSM 5-12 .
Go onto the planning tool and select this target plus all the number of TV stations that have registered on the software - the importance of not filtering specific stations is for you to determine in the most natural way how your target performs against all stations and which ones are highly rated .
Once you have established this , the planner will use the optimizer option to build up the reach curve . Do not control the budgets nor frequency as this will not give a natural optimum delivery .
In intervals of 50 or 100 GPS see what level of reach your campaign attains …, for example in the curve above , @ 200 GRPs we see the reach is at around 50 %... 600 GRPS delivers around 75 % and so on .
One also notices that as one continues to add more GRPs the graph seems to start plateauing at around 700-1000 GRPs meaning that the campaign is not reaching any new people in the target audience . This then implies that the sufficiency level for this target is at around 750 GRPs @ 75 % hence no significance of adding on more budgets to reach 1000 GRPs .
This is where we introduce the term Reach Curves . Reach Curves work hand in hand with GRPs to establish what levels are sufficient .
Let us first define the terms Reach and Reach Curves . According to the book , Strategic Media Decisions - 2nd Edition by Marian Azzaro , ‘ Reach is defined as the measure of the percentage of a target population exposed at least one time to a message . Reach is an unduplicated measure . It counts each audience member only one time .‘
90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 % 0 200 400 600 800 1,000
Source : TiVo Research ( TRA )
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