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

Gross Reach Duplication Net Reach build up

• Week 1 : 1000 -- 1000

• Week 2 : 2000 (300) 2700
• Week 3 : 1500 (900) 3300

• Week 4 : 1200 (1000) 3500

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
 Calculation Explained

A v gM i ns A v gM i ns Re ac h
Channe l { U ni v e rse } { Vi e w e r} OOOs
Star Plus 1056 1135 10314
Sony 739 807 10157
Zee T V 358 401 9904
Total ( Any Channel) 6910 7112 10773

Universe : 11089000

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

Individuals

A B C D E

1 X X
Minutes

2 X X X

3 X X X

4 X

5 X X
 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
(3/5)+(1/5)+(0/5)+(2/5)+(5/5)
TVRs : x 100
5 (A+B+C+D+E)
Ratings = On an average 44% of universe of the TG
saw the entire Time band
 Gross Rating Points (GRPs)

•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