1. ASSIGNMENT 8.1 - MEDIA

2. 1
Rating
Media
basics
1 rating point = 1% given target
Target
Is the Percentage of the
Audience
within
target
target audience exposed to
a media channel at a given
moment
Total
audience

3. 1
Media
basics
Gross rating point
Sum of audience sizes for more
than 1 ad/program
GRP

4. 1
Reach
Media
basics
Percentage of target
audience exposed to
an
advertising schedule at
least once

5. 1
Media
basics
The average number
of times that each person
is exposed to a brand’s ad
campaign or schedule
Frequency

6. 1
CPRP
Media
basics
1 rating point = 1% given target
Programme
total cost
Cost for one rating point
using a specific programme or
channel
programme
rating or
GRP

7. Example
Nescafe cùng trò chuyện
integrated media campaign

8. Example:
Nescafe cùng trò chuyện – integrated media campaign
TA: Vietnamese youngster, urban, 18-30
Rating of a spot on Gio vang phim Viet, VTV 3
Gio vang phim viet spot
Audience =
Audience in Nescafe target =
12.000.000
6.400.000
Total target (Vietnamese youngster,
urban, 18-30)
16.000.000
Target rating of a spot on Gio vang phim Viet, VTV3 =
6.400.000/16.000.000 =40% = 4/10

9. Nescafe cung tro chuyen also book
3 spots on Cap doi hoan hao (rating 9)
2 spot on Thu thach cung buoc nhay(rating 6)
3 spot on Vietnam Idol (rating 10)
Media schedule for brand Nescafe cung tro chuyen
Chan. Cap doi hoan hao
Chan. Thu thach cung buoc nhay
Chan. Vietnam Idol
Chan. Phim viet gio vang
Rating
9
6
10
4
spots
3
2
3
2
Total GRP for Nescafe = 14+12+30+4= 77
GRP
27
12
30
8

10. REACH
Target audience = 16.000.000
Nescafe cùng trò chuyện campaign achieves 55% reach in 3 months
55% of the target have seen the commercial at least once
8.800.000 of the target have seen the commercial at least once

11. Average Frequency of 1.4+ means that, on an average, every person reached has seen the
commercial of Nescafe cung tro chuyen 1.4 times.
This is an average, which means that some people will have seen the commercial more 1.4 times,
and some less 1.4 times.
GRPs = reach x frequency
77 = 55 x 1.4
Nescafe cùng trò chuyện afford 77 GRPs on TV, so it has an
55% reach with avg 1.4 Freq

12. CPRP
Nescafe cung tro chuyen
rating
Ratecards 30s
CPRP
Gio vang phim Viet
4
50.000.000
12.500.000
Thu thach cung
buoc nhay
6
80.000.000
13.333.333
Cap doi hoan hao
9
150.000.000
16.666.666
Vietnam Idol
10
170.000.000
17.000.000

13. Media
Evaluation
Media Objectives
Budget
Reach and
Synergy in
efficiency
Frequency
channel mix
Position
against
competitive
bench mark