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Monday, January 25, 1999 #2288
Under the new measurement system in India, we do not get Ratings. We get TVRs (about which I mailed you earlier) which are not equal to reach . To find reach, I have to do a separate analysis.

My original query was that why is TVR being used at all in the first phase. What advantage does a TVR have over the Ratings that it has replaced as a system of measurement ?

The Media Guru Answers(Monday, January 25, 1999 ):
What you call "TVR," a time specific audience, is equivalent to the U.S. term "Rating."

What you call "Rating" is equivalent to a little-used U.S. term, "Total Audience Rating, or the accumulated net audience over the duration of a program episode, or the "Reach" of that episode.

The advantage of TVR is that it gives an audience that relates to the commercial aired in the time period. U.S. reach systems are keyed to working from TVR style commercial audiences.

The total audience of a program (your "Rating") does not relate to commercials' audience, which is what a media planner is focused on.

Except in the (rare) case of full program sponsorship, the Guru sees little use to a media planner in what you term "Rating."



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