MDJ 303

MEDIA PLANNING AND STRATEGY

CHAPTER 10:
BASIC MEASUREMENT AND
CALCULATIONS

PREPARED BY:
NIK NUR ZAKIA ABDULLAH

SCHOOL OF JOURNALISM AND PUBLIC

RELATIONS
FACULTY OF MEDIA STUDIES
Chapter 2: Basic Measurement and Calculation

How media Vehicles are Measured

 In average we can say, that all measurement systems for the
different media vehicles are similar from one viewpoint.
There are several types of vehicles:
1. Television: Measuring companies such as AP Nielsen are
selecting a sample group, and ask them to use an extra equipment
while they are watching TV. This set top box is than capturing as
much as possible data, like what channel is watched by which
member of the family, when do they change programmes, which
ads are they watching or when do they skip away from an ad to any
other channel.
Chapter 2: Basic Measurement and Calculation

How media Vehicles are Measured

2. Radio: Radio stations or separate measurement companies
distribute a “Radio Diary”, and ask the selected amount of people,
or everybody who purchases the diary to fill in the various data, like
what time what programme do they listen, which ads do they love
or hate, music they love or not, etc.

3. Magazines and newspapers:

 Recent reading: An interviewer shows a set of magazines one
after the other to the sample persons, and ask if they have read
the particular paper in the selected past period of time.
Chapter 2: Basic Measurement and Calculation

How media Vehicles are Measured

 Frequency of reading: Same as above with the difference, that
the interviewer is not asking only if someone have read the
magazine, but also is asking that how many different issues of it
(for example, if a magazine is weekly, than we can ask, that how
many weeks did someone see it in the last 4 weeks).
 Yesterday reading: An interviewer is asking the sample group
about the few popular local newspapers to find out how many of
a set of people is reading which.
Chapter 2: Basic Measurement and Calculation

How media Vehicles are Measured

4. Internet: Wide variety set of data is measured by companies
like Nielsen or Alexa, through specific add on software.

5. Out-of-Home (billboards, road vehicles, sandwich-mans):

Measurement can be done most of times via traffic measurements.
Chapter 2: Basic Measurement and Calculation

Compare reach and frequency.

 Reach: is a number, which shows that how many individual
(different) people saw an ad at least once, in a defined relevant
period of time.
 Frequency: is a nr. which shows that how many times people
see an ad in a defined relevant period of time. But not a
cumulated number (all people each time), but the average nr. for
how many times each people see the ad. In formula: “Frequency
= total duplicated audience/Reach”
Chapter 2: Basic Measurement and Calculation

Explain GRP and example.

GRP = Gross Rating Points

GRP = Frequency(nr) * Reach (measured in %) = all together how many times was an
ad seen by everyone who have seen it once or more times.

Example:
One same tire ad appearing in Ferrari magazine and Porsche magazine:
Ferrari magazine target reach of rubber burners: 25%
Nr of ads in Ferrari magazine: 10
Porsche magazine target reach rubber burners: 50%
Nr of ads in Porsche magazine: 2
GRP = 25*10+50*2=350