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 Week 2 Week 3 Week 4 : : : : 1000 2000 1500 1200

Hence, Gross Reach = ? 1000+2000+1500+1200=5700

Net Reach
Gross Reach Duplication Net Reach build up

Week 1 : Week 2 : Week 3 : Week 4 :

1000 2000 1500 1200

-(300) (900) (1000)

1000 2700 3300 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

Channel Star Plus Sony Zee TV Total ( Any Channel)

Av gM ins { Uni verse} 1056 739 358 6910

Av gM ins { Viewer} 1135 807 401 7112

Reac h OOOs 10314 10157 9904 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 1 X X X X X B C D E X X X X X X

Minutes

2 3 4 5

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 A B C D E Minutes Viewed 3 1 0 2 5 x Minutes Available 5 5 5 5 5 100

(3/5)+(1/5)+(0/5)+(2/5)+(5/5) TVRs : 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 plans thrust