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Guru Search Results: 4 matches were found

Thursday, July 19, 2001 #4594
Hi Guru, I have a set of queries: 1. What is the difference between program reach and program tvr. 2.How can reach curves be used in planning media 3.What skills apart from negotiation does a media buyer need 4. The gross weight of a tv plan can be a. sum of all spot tvrs b. product of 1+ reach and average ots of the entire plan These values for the same plan are not always equal- why? 5. Why dont u allow advertising on your site? How do you make money from your website currently Please let me know Thanks Ajit

The Media Guru Answers(Thursday, July 19, 2001 ):
Your terminology is a bit different from US usage, but with given assumptions the Guru's answers are as follows:
  1. Assuming "tvr" is rating, program reach and rating are identical for a single ad unit. Reach and ratings accumulate differently because reach discounts audience duplication from one ad unit to the next.
  2. As an example, reach curves show where the reach added by additional advertising in the same medium diminishes and a new medium should be added to the mix to optimize the effect of more spending.
  3. Aside from negotiating skills, a buyer needs good communication skills to convey the benefits of his buys. Otherwise, the skills are the same as any for business, perhaps emphasizing math.
  4. Assuming again that "tvr" is ratings and that "average ots" is average frequeuncy of exposure, then the sum of tvrs must equal the product of 1+ reach and average ots. Any tiny difference will be rounding.
  5. Of course AMIC accepts advertising! Ads do not appear on the Guru's "current answers" page, because it is dynamically generated by scripts, from a data base.


Thursday, August 05, 1999 #2690
Dear Guru, I am a media planner in India. We have a research agency which provides us data on television viewership. The data is collected by a peoplemeter which has a picture matching technology. The problem I am facing is that the TRPs Or tvrs as they call them are calculated on the basis of the sample on that particular day, whereas Reach for a programme/ spot is calculated based on the sample on the sunday of the last week of your analysis. To give an example, if I have a spot on the 1st of June and I select my period of analysis as 31/5/99 (Monday) to 13/6/99 (Sunday)a period of 2 weeks. The TRP for my spot would be calculated based on the sample of the 1st of June, but reach would be calculated on the basis of the sample on the 13th of June. This gives me two major problems. The 1st being that my TRP and Reach figures have little relation. The 2nd being that the reach figure given for the given spot on the 1st of June would vary depending on the last week of my analysis. This is a problem that manifests itself when I try to plot reach curves. If I state that my brand has achieved 50% reach by June, I could be in trouble the next month where the reach figure might actually drop purely because of a change in sample size. I would like to ask you if you face the same problem in your country. Or is there a better system to report data. My research agency says that this is the best method, I refuse to agree. Please do enlighten me. Regards Ajay

The Media Guru Answers(Sunday, August 08, 1999 ):
The system you describe does not make any sense to the Guru. Ratings and reach should be based on the projection to the population represented by the sample, so changes in daily sample size would not be a factor in the base. Usually, samples across days can be added to increas the sample for a period of time.


Thursday, May 27, 1999 #2535
Dear Media Guru I am working in india where the Viewership data is provided by ACNielsen & IMRB which is the indian affiliate of BMRB. Previously peoplemeter data provided by IMRB alone used the concept of TRP while today the combine uses the concept of tvr Is there any difference between the 2 concepts or is it more a case of semantics ? I do remember someboday saying that TRPs were used for dairy data while tvrs is a peoplemeter related viewership figure. Thanks andre@rediffmail.com

The Media Guru Answers(Thursday, May 27, 1999 ):
Confusingly, sometimes the same terms are used with different meanings in different countries. Even by the same vendor. The Guru does not relate the difference to diary vs meter, and has discussed tvr before.

Click here to see the past Guru response.


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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