1. ASSIGNMENT 9.1
MEDIA
NGUYEN HOANG LAN
&
NGUYEN NGOC TRAM

2. 5 KEY THINGS TO LOOK FROM A MEDIA PLAN
RATING
GRP
CPRP
REACH
FREQUENCY

3. 5 KEY THINGS TO LOOK FROM A MEDIA PLAN
RATING
DEFINITION
FORMULA
The percentage (%) of the target audience exposed to
a TV at a given moment. One rating point represents
1% of a given target.
EXAMPLE
=
TA exposed to media
x 100%
TA in universe
Target Audience:
Universe = 10
Male, 18-49, HCM, ABC
Total Audience of Spot X = 8
Spot X audience within our target = 6
Target Rating of Spot X = 60% = 6/10

4. 5 KEY THINGS TO LOOK FROM A MEDIA PLAN
GRPs
DEFINITION
Sum of audience sizes for more than
one ad or program.
EXAMPLE
FORMULA
=
Sum
(Rating
x
Spots)
RATING
SPOTS
10
4
=
40
20
5
=
100
GRP
Total GRPs = 140

5. 5 KEY THINGS TO LOOK FROM A MEDIA PLAN
REACH
DEFINITION
FORMULA
Percentage of our target audience that was exposed
at least once to an advertising schedule.
=
Audience reached at least one
x 100%
TA in universe
EXAMPLE
Target Audience:
Universe = 10
Male, 18-49, HCM, ABC
In 1 week, target have seen the
commercial at least once = 6
Campaign achieves 60% reach in 1 week

6. 5 KEY THINGS TO LOOK FROM A MEDIA PLAN
FREQUENCY
DEFINITION
The average number of times that each person is
exposed to a brand’s advertising campaign or
=
•
Message complexity
•
Total GRPs
% Reach
schedule.
AFFECTS
FORMULA
Message uniqueness
New vs. continuing
•
campaigns
•
EXAMPLE
•
Wearout
Advertising units
FREQUENCY =
Target Reaching of Spot X = 60% = 6/10
Total GRPs = 140
140
60
= 2.33

7. 5 KEY THINGS TO LOOK FROM A MEDIA PLAN
CPRP
DEFINITION
FORMULA
The Cost Per Rating Point, per 1 percent of a specified
=
audience, of buying advertising space in a given
Program Rating or Channel GRP
media vehicle.
EXAMPLE
Program Total Cost or Channel Total Cost
RATING
CPRP
Ratecard 30s
FACTORs
•
= high CPRP
•
10
60.000.000
=
6.000.000
Seasonality of demand - High demand
Viewing habits - High rating = low CPRP
(if cost remains constant)
•
Buying / negotiation - Package offer,
bonus spots = Low CPRP
•
Booking leadtime changes - High CPRP
due to lack of availability
20
45.000.000 =
2.250.000
•
Optimization - Low CPRP due to
balancing b/t reach & cost efficiency
•
Program popularity - High CPRP as will
come at high costs

8. DID WE MEET OUR MEDIA OBJECTIVES?
Budget
Efficiency
Reach and
Frequency
It’s about how we
manage the cost
efficiently, with low
or acceptable cost
but high
performance
Express the
performance &
effectiveness of media
campaign
(Ex: get earned
media, build great
content)
(Ex: We reach
1.000.000 people in our
target audience, and
frequency is 20+)
Synergy in
channel mix
(Integrated campaign)
Media has to harmonize
with the channel mix in
brand integrated
campaign
Position
against
competitive
benchmark
Understand deeply
competitors/ market’s
benchmark of media to
have the most
competitive strategy and
build a position against the
competitive benchmark