Media Updates:
ALPHABET SOUP TV PLANNING TERMINOLOGY FOR ALL CLIENTS

TV PLANNING TERMINOLOGY
REACH

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.

EFFECTIVE REACH
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.

FREQUENCY
The number of times, on average that a person within the target market is supposed to have been exposed to the advertisers message.

AWARENESS
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 audience.

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.

IMPACT
The relative degree of assumed awareness, or measured ad noting, achieved by a particular creative execution in any given medium.

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.

LOADING
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 market.
This is often reflected as CPM or CPT, but R/000 is the most widely utilized notation.

CPP
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.

UNIVERSE
The number of people within the defined target audience.

ADTRACK
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.

ADVERTISING WEIGHT
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.

AMPS
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 habits.
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

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