This area contains numerous formulas
you can use for the measuring of cable audiences.
Click
here for Part 1
| Gross
Average Audience (GAA Rating) |
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| The estimate which reflects
the sum of all tuning and viewing minutes to a
program. Tuning and viewing to the same minute
of program (or its repeat telecast) is counted
each time. |
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GRPs
The sum of all ratings for all programs
in an advertising schedule. One rating point equals
one percent of total audience (universe). |
|
GRPs (%)
Impressions (000) / Universe Estimates
Rating (%) x #Spots
Reach (%) x Frequency |
|
Gross Impressions
The total number of households, or persons, exposed
to an advertising schedule. |
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Gross Impressions (000) =
GRPs (%) x Universe (000) |
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| Viewers
Per Viewing Household (VPVH) |
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| Estimated number
of viewers, usually classified by age and sex,
recorded as comprising the audience within those
households turned to a given station or program
or using television during a particular time period. |
|
VPVH =
Persons Projection (000) / Household
Projection (000) |
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| Example: |
|
Persons Projection (000)
/ Household Projection (000)
22,191 M2554 (000) / 72,049
HH (000) = .308 M2554 VPVH |
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| Cost
Per Thousand (CPM) |
|
| The cost to deliver
1,000 people or homes. The figure is obtained
by divided the cost of an ad by the size of the
audience in thousands. |
CPM =
Media Cost / Gross Impressions (000)
Average Unity Cost / AA (000) |
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| Example: |
|
Media Cost / Gross Impressions
(000)
$1.5 Million / 85,000 = $17.6 |
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| Cost
Per Point (CPP) |
|
| The cost to
deliver a single rating point (1% of the defined
population). This figure is obtained by dividing
the total cost by the number of rating points. |
|
CPP =
Average Unit Cost / Rating (%)
Total Schedule Cost / GRP’s
(%) |
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| Reach
& Frequency |
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Reach/Cume/Cumulative
Audience
The number of different homes/people exposed at
least once to a program or commercial across a
stated period of time. Also called the cumulative
or unduplicated audience. |
|
| The homes/people exposed two
or more times are only counted once. The maximum
reach, therefore, is 100% of TV households or
persons. |
|
Reach (%) =
GRP’s (%) / Frequency |
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| Example: |
|
GRP’s (%) /
Frequency
300/5.0 = 60% |
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Frequency
Refers to the average number of times households
or persons viewed a given program, channel, or
advertisement during a specific time period. |
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Frequency =
GRP’s (%) / Reach (%) |
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| Example: |
|
| If a group of programs achieved
30 GRPs and a CUME of 20, then the average
frequency would be 1.5 exposures per person
or household. |
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Frequency Distribution
An array of reach according to the level of frequency
delivered to each group. |
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| Example: |
|
3+ reach (saw program or commercial
at least three times)
Distribution Array: 2+,3+,4+,5+,6+,etc… |
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| Average
Hours of Viewing |
|
| Occasionally it is necessary
to convert HUT/PUT
% data to average hours of viewing per homes/person.
The two measurements are simply different ways
to express the same statistic. |
|
AVG. HOURS =
Duration of the period x Hut % |
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| Example: |
|
Monday-Sunday 7-11pm duration
is 7days x 4 hours (or 28 hours). If we
assume a 70% HUT….
28 hours x .70 = 19.6 hours/week
Average Hours: Minutes would be 19 + (.6
x 60 min) = 19 hrs, 36 mins. |
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| Calculating
Nationalized Cable Ratings From a Cable Universe |
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| If FX has a .8 HH
cable rating and we know that FX Coverage
Universe (000) is 65,070… |
|
1. Calculate the Coverage
Impressions…
CVG RTG % = Coverage Impressions (000) /
Coverage Universe (000)
.8 = Coverage Impressions (000) /
65070
Coverage Impressions = 52,056 |
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2. Impressions are Constant…
If national universe for cable is 102,200 (000)
RTG % = Impressions (000) / Universe
(000)
RTG % = 52,056 / 102,200
RTG% = .5 |
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