ALPHABET SOUP TV PLANNING TERMINOLOGY
FOR ALL CLIENTS
TV PLANNING TERMINOLOGY
The number of people within the defined target market who are
potentially exposed to rathe message at least once. This is
usually reflected as a % or Ď000s; and is often referred to as
coverage, cover or penetration.
The number of persons, within your target market, who are
exposed to the advertiserís message sufficient times to ensure
meaningful and lasting retention of that message. Usually
measured at 3+ frequency.
The number of times, on average that a person within the
target market is supposed to have been exposed to the
Acknowledgement that a product or brand has been advertised
but without specific recall of the advertising message.
AMPS RATINGS (ARíS)
ARís are a time weighted measurement which look at the
potential reach of a programme against a specified target
4ARís Means that 4% of the target audience will be reached (of
the total TV viewing population).
However this is a duplicated figure and therefore if you have
a number of spots, some people within the defined target
market may be counted more than once, which makes ARís a
combination of reach and frequency.
The relative degree of assumed awareness, or measured ad
noting, achieved by a particular creative execution in any
LSM Ė Living Standard Measures
A series of groupings that segment the South African Adult
population based on living standards rather than any single
demographic discriminator. Essentially a wealth measure
ranging from LSM 1 to LSM 10.
A premium added to the normal advertising rate to either
secure a position or recognise a high demand period.
COST PER THOUSAND
The cost of reaching 1000 members of the defined target
This is often reflected as CPM or CPT, but R/000 is the most
widely utilized notation.
This is the average cost of one AR/GRP.
The investment required to buy one rating point (1 AR)
Spot Rate = R 12 500
ARís = 8
CPP = R1 562.50
GROSS RATING POINTS
GRPís represent the duplicated reach of a campaign, therefore
combining both the reach and frequency variables.
The number of people within the defined target audience.
A survey conducted on request by Impact Information which
tracks verified notings and liking scores for a television
commercial. Based on three results, a computer model is
constructed which allows the performance of future burst
strategies to be determined in advance. It is not a measure of
commercial creativity, but a valuable media planning tool in
determining optimum exposure and burst frequency levels.
The amount of advertising being planned for, or used by a
brand. While it is not limited to a particular measurement, it
is most frequently stated in terms of the number of messages
or impressions delivered or broadcasts/ insertions placed over
a period of time.
The All Media and Products Survey is conducted annually by
Market Research Africa for SAARF. The survey examines the
readership, listnership, television and cinema viewing levels,
as well as product and service consumption usage and purchase
The relationship between ARís, % Reach and Ave. Frequency:
ARís = % Reach x Ave Freq
% Reach = ARís div. by Ave Freq
Ave Freq = ARís div. by Reach
<< Back to Interesting