TAM Basics
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Transcript of TAM Basics
Universe
• The Total/Actual number of people in a defined target audience
Reach
•Number of individuals from the universe who are
exposed to the medium or vehicle
•Reach is normally expressed in % terms
Calculation of Reach
Universe: 10 individuals.
For a single episode of Chhoti Maa:
if out of the above 10 people 6 saw atleast 1 minute of the
programme then,
Reach:6 out of 10
Therefore, reach = 60%
Variations of the reach concept
• Gross Reach
• Cumulative Reach
• Net Reach
Gross Reach
•Gross Reach = Summation of all audiences who
have been exposed to the vehicle
•Week 1 : 1000
•Week 2 : 2000
•Week 3 : 1500
•Week 4 : 1200
Hence, Gross Reach = ?
1000+2000+1500+1200=5700
Net Reach
• Week 1 : 1000 -- 1000
• Week 2 : 2000 (300) 2700
• Week 3 : 1500 (900) 3300
• Week 4 : 1200 (1000) 3500
Net Reach build upDuplicationGross Reach
Cumulative reach over 4 weeks
Cumulative Reach
• Principle : Audiences accumulate over time
• The number of individuals within the TG who are
exposed to the medium/vehicle over a certain
period of time
ChannelAvgMins {Universe}
AvgMins {Viewer}
Reach OOOs
Star Plus 1056 1135 10314
Sony 739 807 10157
Zee TV 358 401 9904
Total ( Any Channel) 6910 7112 10773
Universe : 11089000
Calculation Explained
Total Time: Avg. minutes ( universe) x Universe
Total Time / Reach = Average Minutes viewer.
Therefore, (1056 x 11089000)/ 10314000= 1135
Is there a term that encompasses both Reach and Time Spent ?
TVR
Principle : Reach x Time Spent
TVRs v/s Reach
A B C D E
1 X X
2 X X X
3 X X X
4 X
5 X X
Individuals
Min
ute
s
TVRs v/s Reach
• People that saw the programme for atleast 1
continuous minute :
A + B+D+E =4
Therefore, Reach=4/5
Reach=80%
TVR vs Reach
Person Minutes Viewed Minutes Available
A 3 5
B 1 5
C 0 5
D 2 5
E 5 5
5 (A+B+C+D+E)x 100
Ratings = On an average 44% of universe of the TG saw the entire Time band
TVRs :(3/5)+(1/5)+(0/5)+(2/5)+(5/5)
•The sum of all ratings achieved in a campaign.
• GRP levels are generally measured and reported on a
4 week basis
• It is a measure of the media plan’s thrust
Gross Rating Points (GRPs)