May 2001

2
Research tools we use
Graffiti/BBDO subscribed to peoplemeter measurement
system
AGB Data Research
National and private TV
Rating minute by minute
Peoplemeter measurement for Bucharest + big cities (200,000+) and
diary for urban & rural area
Monitoring of the main television channels: Romania 1, TVR 2,
PRO TV, Antena 1, Prima TV, Atomic
Specialized planning and monitoring software - data delivered on
magnetic support
3
TV Planning Process
TV Channels Selection
Television share of market
Evolution
Trend

Program Selection
Events analysis - events trend
Interval analysis - day-parts ratings
and affinity
Programs efficiency - Cost per Rating Points,
Affinity, Reach, Maxim Reach
Selections evaluation -Reach and Frequency,
Cumulated Reach
Telemonitor
Telemonitor
Kubik
4
Total Universe
(5,000,000 people)
Program Rating
10%
(500,000 people)
Rating = 10%
Criteria of Programs Selection
~ Audience ~
Program Rating
Definition
Number of people who watch a
specific program or time slot,
conceived in percentage of total
universe or target audience


Example:
Universe = 5,000,000
No. of viewers = 500,000
5
Criteria of Programs Selection
~ Affinity ~
TV Rating Index (TVR Index)
Definition: How much is watched a program by our target
group versus all individuals
Formula: Program Rating for a specific target group divide
by program rating for all individuals multiply by 100

Ex: Program Rating for Male target = 25%
Program Rating for All = 10% TVR Index = 250

The programs with good affinity most have always a TVR Index
higher than 100
6
Criteria of Programs Selection
~ Efficiency ~
Cost per Rating Point (CPP)

Definition: How much will cost to reach 1% of our target
Formula: Cost per spot insertion divided by program
rating

E.g.: Program Rating = 10%
Cost / 30 spot = 4,000 USD CPP = 400 USD

Most efficient program is the program with lowest CPP

7
TV Planning Process
Selection optimization
Mix of TV channels in order to achieve the highest
effectiveness within given constrains (budget,
length of spot, buying conditions)
Best programs selection and number of insertions -
constrains regarding GRPs, Reach, Effective Frequency,
Efficiency


Post campaign evaluation
Spot by spot audiences - exact GRPs/TRPs
Campaign efficiency - Effective Frequency /Effective
Reach, Share of Voice and Share of Spending
Strike
Telespot
8
Rating
No. of
insertions
GRPs
Program A 15% 1 15
Program B 10% 2 20
Program C 5% 3 15
6 50 TOTAL
Campaign Effectiveness
~ GRPs ~
Definition
The gross or cumulative percent of the
audience who had an opportunity to see
the commercial or the sum of the ratings
delivered by a given list of media vehicles
1 GRP is equal with 1% of a total universe
of a target audience
TRP (Target Rating Point) are referring to
a specific target audience
The optimal no. of GRPs per campaign to be achieved are settled
depending on type of product, type of campaign, TV commercial,
period, competition (this are the criteria for all the campaign
effectiveness media indicators)
(also known as TRPs, TVRs)
9
Campaign Effectiveness
~ Reach ~
Definition
The number of DIFFERENT people
who are exposed at least once to one
or more vehicles in a media schedule
within a period of time
A measurement of UNDUPLICATED
audience and is usually expressed as a
percent of the target population base
Thus, a schedule of 50 GRPs may deliver
only 20% reach
20 of the 50 GRPs reach viewers for the
first time
The remaining 35 GRPs are duplicated
exposures
Rating No. of insertions GRPs
Program A 15% 1 15
Program B 10% 2 20
Program C 5% 3 15
6 50 TOTAL
Program B
Program A
Program C
20% Reach
(also known as net reach, unduplicated reach, 1+ reach, unique reach, coverage)
10
Campaign Effectiveness
~ OTS ~
Opportunity to See (OTS) or Average Frequency
Definition
The number of times that the average member of the target (who has
been reached) is exposed to a message
Formula
Total no. of GRPs divided by Reach
E.g.: No. of GRPs = 600
Reach = 75% OTS = 8

In the previous example, the average frequency was 8. In real life, however,
some target audience members will be exposed one time to the message,
while others may be exposed many more times
11
Campaign Effectiveness
~Effective Reach and Frequency~
Effective Frequency
Number of times the target audience needs to see the ad in order to
produce a positive reaction to the campaign
Effective Reach
The number of people reached at a set frequency level
85%
73%
60%
47%
41%
37%
31%
25%
18%
12%
0%
20%
40%
60%
80%
100%
E
f
f
e
c
t
i
v
e

R
e
a
c
h
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+
Effective Frequency
12
* Source: Ostrow Joseph, Setting Frequency Levels, Effective Frequency: The state of the art,
New York 1982, Advertising Research Foundation
Campaign Effectiveness
~Effective Reach and Frequency~
How often the target needs to see the ad?
Based on various studies*, the minimum level of effective
frequency is 3+ which is adjusted depending on the following
three factors
marketing
copy
media
13
Effective frequency model
Marketing Factors (+1.0)
New brand +0.4
Another dominant brand on the market +0.2
Mid-high brand loyalty +0.1
Short purchase cycle +0.2
Daily used product -0.1
Necessity to beat the competition +0.4
Copy Factors (+0.1)
Complex message +0.1
Unique copy -0.1
New campaign +0.2
Long message length/size -0.1
14
Effective frequency model
Media Factors (+0.6)
High clutter +0.3
Compatible media -0.1
Low advertising attentiveness +0.2
Pulsed/Flighted advertising +0.2
Many media used +0.1
Repeating opportunities -0.1

Effective Frequency
Base + 3.0
Marketing + 1.0
Copy + 0.1
Media + 0.6
Total +4.7 or 5+
15
Campaign Effectiveness
~Share of Voice vs. Share of Spending~
Share of Spending (SoS) - it represents the percentage of the
advertising expenditure for a certain brand/company reported to the
total advertising spending in that category
Share of Voice (SoV) - it represents the percentage of the achieved
GRPs for a certain brand/company reported to the total no. of GRPs
in that category
We can say that one brand was advertised more efficient than another
when the report between SoV and SoS is over 1

Spending SoS GRPs SoV SoV/SoS
Brand A 100,000 $ 46.5% 800 44.9% 0.97
Brand B 50,000 $ 23.3% 500 28.1% 1.21
Brand C 65,000 $ 30.2% 480 27.0% 0.89
TOTAL 215,000 $ 100.0% 1,780 100.0%
Trend &
Evolution
Rating & Share
- interval
analysis
Program
evolution
Event
Analysis
Programs
Selection
Selection
Evaluation
Planning
Optimization
Post-campaign
Analyse
Audience
Demographic
Structure
Summary
by Spots