Grp outdoor advertising. What is GRP (Gross Rating Point)? SOV vs. SOM Relationship Model
GRP (Gross Rating Points, GRP) is one of the most popular media planning indicators that allows you to evaluate the layout of the message in several media. GRP- marketing indicator, reflecting the scale of advertising and information impact. It is considered a method of summing up the ratings of the entire advertising campaign across all media.
GRP shows, how many times an advertising message catches the eye of people during the period of an advertising campaign and means the number of rating points scored for a certain time period by audience. The base metric to measure the power of a campaign when determining its cost and comparing it to others.
To calculate GRP marketing campaign you need to know all the ratings scored by individual outputs of advertising messages. Such a rating is the percentage ratio of the audience that saw the on-air event in relation to the entire audience that could see it. Wherein, never do not add up GRP's from different target audiences.
GRP calculations are made during media planning of advertising campaigns, including when scheduling advertising on television. All major TV calculations are based on GRP forecast ratings. After the broadcast, the predicted GPR indicators are checked against the real ones.
Postbuying– reconciliation of the forecast ratings with the actual ones after the end of the placement. In this case, if the total rating turned out to be lower than the declared one by more than 15%, then the TV channels provide advertisers with broadcasts to show their previously paid advertising at the same time in order to reach the declared advertising agency total GRP.
Example of GRP calculation.
- on the first day of the marketing and advertising campaign, the advertising message was seen by 30% of the audience, then the rating is 30;
- on the second day, 40% of the audience saw an advertising message - the rating is 40;
- on the third day - 30%, rating - 30.
In addition to the term "GRP", the following variants are also used: cumulative rating, total rating, gross assessment coefficient, gross rating, sum of rating points.
Features of GRP calculation:
- accounting for repeated contacts with an advertising message
- the percentage of GRP is not calculated from the number of all possible contacts, but from the percentage of effective audience
GRP in outdoor advertising
in outdoor advertising, the Gross Rating Point indicator is the percentage of the size of the effective audience (OTS) of the advertising surface to the total market size (the city's population aged 18 years and older)
The media plan may indicate the percentage calculated for each design, or the total GRP of the advertising campaign, in which case it is meant by the term "total rating"
It is important to understand that the total coverage is different from the GRP, although the calculation yields close values. The GRP will not take into account all contacts with an advertising message, only interactions with an effective audience. On the other hand, reach only includes unique contacts, so the sum of all contacts is reduced by the estimated percentage of repeat visits.
The value of an individual design is usually calculated based on daily GRP data, and the reach / frequency of impressions to the target audience is calculated over a period of one month.
OTS- the potential audience of the advertising surface. It is calculated by measuring traffic and pedestrian flows using coefficients that take into account the possibility of contact of all the main components of the potential audience (flows) with an advertising image
CPT- Evaluation of the cost of one thousand advertising contacts. It is calculated as the ratio of the daily price of the advertising surface to the number of possible visual contacts of the base audience with the advertising surface, reduced to an audience of 1000 people.
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To "weigh" an advertising campaign, the calculation of the aggregate (total) rating is often used. Usually this indicator is called GRP ( Gross Rating Point ). It is obtained by summing up the ratings of broadcasts (exposures) of advertising throughout the campaign. |
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Overall and target overall rating
GRP can be calculated both in relation to the entire population, and in relation to its specific group. The aggregate rating of a particular target audience is often referred to as TRP ( Target Rating Point).
Rating point cost
In order to compare different media plans in terms of their economic efficiency, you can calculate the cost of a rating point (СPR, Cost Per Rating ). For this you need advertising budget divided by the cumulative rating:
CPR = Budget/GRP
1GRP = 4,286 (1,200,000:280).
Another campaign cost 1,400,000 rubles with 350 ratings. One rating point will cost 4,000 rubles:
1GRP = 4,000 (1,400,000:350).
Achieving 1% of the audience in the second case turned out to be cheaper.
Overall ranking, reach and frequency
GRP = Reach x F
Accordingly, if we know the values of the aggregate rating and audience coverage, we can determine the average frequency of exposure to consumers:
F=GRP/Reach
For example, if 300 GRPs were collected during the campaign and 40% of the audience was reached, then the average frequency will be 7.5 times:
F = 7.5 (300:40)
Total rating as the weight of the advertising campaign
In general, the aggregate rating is an indicative number. It can be used to represent the weight of the campaign - the total amount of advertising, but not its quality. One campaign can have more weight, but at the same time be inferior in effectiveness to a “lighter” one. 
Experts note that it is possible that after advertising campaigns with the same aggregate ratings on major and small markets, irrespective of other factors, consumer awareness is significantly increased in smaller markets.
In order to determine the desired weight of an advertising campaign, they resort to monitoring data that shows how and how many times competing companies or brands are advertised, what value of the aggregate rating they gain.
The target audience:
A specific group of people (consumers) that an advertising campaign is aimed at.
Mediaplan:
This is a plan for placing your advertisements. This document contains answers to the following questions: where to post, what audience to reach, how often to post, when to post, how much to spend on it. The media plan is formed as a result of the analysis of a significant number of factors that characterize a particular media tool.
Prime Time
airtime on radio and television, covering the maximum number of radio listeners and TV viewers
CATI - Computer Assisted Telephone Interviewing:
Computer system of telephone interrogation. The questionnaire is programmed and entered into the central computer, which issues it question by question to the displays of several terminals (from 5 to 100) located in the same room. An operator sitting at the terminal dials a randomly generated telephone number and conducts the interview by reading the questions from the screen and entering the respondent's answers into the computer using the keyboard. The work of interviewers is under the strict control of the supervisor.
Panel (Panel):
A group of people selected for the study. The essence of the panel research is to continuously receive information from each of the panel members over a period of time. With the help of panel studies, television and radio audiences are studied. Information can be collected with the help of diaries or with the help of special devices - people meter.
Diary:
A research method in which respondents fill out special diaries for some time (from a week or longer). The diaries can record information about watching TV programs or listening to radio stations, etc.
People Meter:
A device that allows each of the members of the television panel to record TV viewing. Devices are installed on each television receiver in the family participating in the study. They record TV channels around the clock. The device has a remote remote control, which has a dedicated button for each family member. Study participants press their button each time they enter and leave a room with a TV on.
THE TELEVISION
Rating (TVR):
The transfer rating (ad unit, time interval) is calculated according to a probabilistic model and is expressed as a percentage of the target group. Each viewer who switched to this channel during this program (ad unit, time period) is assigned a certain weight depending on the duration of viewing. Thus, a viewer who watched the entire program from beginning to end is assigned a weight of 1, who watched half of the program - 0.5, a third of the program - 0.3333, etc. The sum of the weights is calculated and divided by the number of respondents - members of the target group.
Audience - audience:
It is calculated similarly to the rating, but is expressed not as a percentage, but in thousands of people.
Share - share:
Channel share - the percentage of viewers watching a particular channel (calculated as the ratio of the channel's AUDIENCE to the AUDIENCE of all TV channels).
GRP - gross rating points:
The number of representatives of the target group who watched at least 15 minutes (for the diary panel) and one minute (for the peoplemeter panel) of the broadcast event in question (TV programme, commercial…). For each separate on-air event lasting 15 minutes (for a diary panel) and one minute (for a pipemeter panel), GRP is equal to Reach%. Expressed as a percentage, although the % sign is never used.
Cumulative GRP - accumulated GRP:
Calculated as the sum of the GRPs of all commercials aired.
Reach% - reach:
Percentage of representatives of the target group who saw at least 15 minutes (for the diary panel) and one minute (for the peoplemeter panel) of the on-air event under consideration. For each separate on-air event lasting 15 minutes (for a diary panel) and one minute (for a pipemeter panel), Reach% is equal to the GRP.
Reach - coverage in thousand people:
It is calculated similarly to Reach%, but is expressed not as a percentage, but in thousands of people.
Cumulative Reach% - cumulative reach:
Percentage of representatives of the target group who have seen at least one of the commercials aired. When calculating Cumulative Reach%, each person only counts once, no matter how many times they actually saw commercials.
Qualified reach - coverage calculated using one of the following methods:
- The number of representatives of the target group watching at least N minutes of the on-air event;
- The number of representatives of the target group who watch at least N % of the duration of the on-air event.
Cumulative frequency - cumulative frequency:
The average number of contacts of each representative of the target group with the commercials aired as part of the advertising campaign. Cumulative frequency is calculated as the ratio of Cumulative GRP to Cumulative Reach%.
OTS (opportunity to see) - "the ability to see":
The number of times (in thousands) that the given advertisement could potentially be seen (perceived). OTS for one on-air event is always equal to Reach for that event. For multiple on-air events, the OTS is equal to the Reach sum of the on-air events. Unlike the Reach calculation for a group of events, when calculating the OTS for a group of events, each viewer is counted not once, but as many times as he actually watched on-air events.
CPT GRP - cost of one GRP:
It is calculated as the ratio of the money spent (Cost) to the GRPs earned.
CPT Viewers - cost per thousand contacts:
The cost of "coverage" of a thousand representatives of the target group who saw at least one of the analyzed on-air events or the amount of money that needs to be spent in order for a thousand representatives of the target group to see the analyzed on-air events at least once. It is calculated as the ratio of money spent (Cost) to Reach.
Frequency distribution (N+):
Frequency distribution. Percentage of members of the target group who have seen commercials with a certain frequency level (N+). Frequency distribution (1+) = Reach%.
RADIO
AQH (Average Quarter Hour) - average rating 15 minute interval.
Average number of listeners in an average 15-minute interval. Calculated in thousands of people and as a percentage of the target group. If it is said that the AQH of any radio station is equal to 105 thousand people or 3.4% of Kazakhstanis aged 15 years and older. This means that on average 105,000 Kazakhstanis listen to this radio station for at least 5 minutes during an average 15-minute interval, and they make up 3.4% of the population of Kazakhstan aged 15 years and older.
Daily audience (Reach Daily)
Accumulated daily number of radio station listeners. Calculated in thousands of people and percentage of the target audience. For example, a daily audience equal to 1,390.0 thousand people or 19.5% of the population of Almaty 15+ shows that an average of 1.39 million people listen to this radio station per day and they make up 19.5% of Almaty residents 15 years and older.
Weekly Audience (Reach Weekly)
The accumulated number of listeners during the week. Expressed in thousands of people and as a percentage of the target group. For example, the weekly audience of the radio station is 2,550.1 thousand Almaty residents or 34.7% of city residents aged 15+. This means that in a week this radio station is listened to on average by 2,550.1 thousand people or 35.1% of Almaty residents aged 15 and older.
Monthly Reach
The accumulated number of listeners during the month. It is also expressed in thousands of people and as a percentage of the target group. The monthly audience equal to 321.2 thousand people or 4.4% of Almaty residents 15+ shows that on average 321.2 thousand Almaty residents listen to this radio station per month, which make up 4.4% of all residents of Almaty aged 15 and older.
Time Spent Listening (TSL)
Total time spent listening to the radio station. Expressed in minutes. It is considered an average per day and an average per week.
Radio Station Share (AQH Share)
Percentage of listeners of a particular station among all radio listeners.
share
For a particular time interval, the ratio of the number of people listening to a radio station to the number of people listening to the radio. Expressed as a percentage, i.e. max = 100 (when everyone listening to the radio is listening to the same station).
Rating
Time slot audience, most often 15 minutes. The number of people who listened to the given radio station for at least 5 minutes during the interval. It can be expressed in absolute terms (thousand people) or as a percentage of the population.
GRP - gross rating points or TRP - target rating points
The sum of the ratings (rating) of the time intervals included in the media plan. When calculating for the entire population - GRP, when calculating for the target group - TRP.
Frequency
The average frequency of contact with advertising for the covered part of the target group. Calculated for media plans.
PRESS
AIR (Average Issue Readership)
The average number of readers of one issue of the publication. It can be expressed in absolute terms (thousand people) or as a percentage of the population.
Coverage
Reach of the target group for a publication or for an advertising campaign. The number of people (expressed in thousands or % of the target group) who have seen the publication at least once.
OTS (opportunity to see)
The number of contacts with an ad, expressed in thousands of contacts. Called Gross Impressions on some systems. Calculation: OTS = Cover("000) * Frequency
CPT Cover (cost per thousand Cover)
The cost of reaching a thousand people from the target group is calculated both for a single publication and for an advertising campaign. Payment:
CPT Cover =Total Cost / Cover("000)
CPT OTS (cost per thousand OTS)
The cost of a thousand contacts with advertising in the target group is calculated both for a single publication and for an advertising campaign. Calculation: CPT OTS = Total Cost / OTS
Outdoor advertising, unlike other distribution channels, requires specific criteria to evaluate its effectiveness. Until recently on Russian market there was no clearly defined program for this. Some still decided to invest in outdoor advertising, but many were “afraid to spend money on who knows what” .
After it became clear that the success of promotion in the market depends on the location of the advertising message, preference was no longer given only to those streets that the customer or the advertiser himself travels. Accordingly, the main question for those involved in the placement and evaluation of the effectiveness of outdoor advertising began to sound like this: “who will see this advertisement?”
Hence, target audience all people who pass or pass by it are recognized. And the first indicator, which to some extent can reflect the effectiveness of outdoor advertising, is the potential audience. In other words, this is "the number of potential advertising contacts (the number of people who have the opportunity to see this outdoor advertising per unit of time - day, week or month)" . Measurements take into account all the main components of the potential audience, namely:
personal transport;
· public transport;
Pedestrians.
It should be noted that with the help of special coefficients, indicators for the coefficients of motor transport and public transport are given to the number of people.
Consider an example of a study aimed at studying the effectiveness of outdoor advertising. This study was carried out in the UK in the 1980s by OSCAR New Blend. The goal was to obtain the following indicators:
1) brand awareness and recognition;
2) frequency of brand purchases;
3) trust in relation to the brand (loyalty);
The result of such studies can be the identification of how a particular advertisement influenced the promotion of a product as a whole. As a result, a database is formed, which allows in the future to make predictions about the effectiveness of advertising a particular product.
In St. Petersburg, GALLUP SPb used a similar methodology in 1996 to evaluate the effectiveness of outdoor beer advertising. A survey of respondents was conducted at the locations of the posters and at the nearest gas stations, the sample was 400 people (at 20 randomly selected points). The main conclusions that were obtained during the campaign: the brand's popularity has grown, the image of the advertised product has improved, and 19% of respondents were able to remember the poster.
The second indicator that we will consider is the size of the audience coverage (OTS - “opportunity to see”) - the size of the part of the audience that has a practical opportunity to see this advertisement. Below are a number of characteristics for evaluating this criterion:
· angle of rotation;
transport position;
The distance to the traffic light
the width of the carriageway;
visibility distance;
Competing designs
vision obstructions.
However, OTS does not take into account the fact that a person, moving in the usual way, may see the same advertisement several times during the same day.
In international practice, there is the following division: OTS1 is the potential audience, OTS2 is the real audience of advertising.
The OSCAR OTS measurement methodology for outdoor advertising assumes:
· compiling a catalog of outdoor advertising objects with their classification according to the criteria of place, size, network, lighting, presence of other objects within sight;
counting the number of people passing and passing by each object;
· calculation of "visibility index" (from 0 to 1), by creating a mathematical model.
Among the methods for determining flows, the following are distinguished:
counting the number of people passing by and passing by (manual or video recording);
regular collection of information about people's daily travels;
computer modeling (method of neural networks).
However, the methods for calculating OTS2 (Real Viewability) are different from the methods for calculating OTS1 :
survey (people are interviewed at the places where posters are placed);
fixation of attention with eye cameras (glasses that make it possible to determine the focus of attention);
· showing the target group a film about a walk along the street with outdoor advertising objects (Live-Plakat-Test method, carried out in Germany).
“As a result, VAI is calculated - Visibility Adjusted Impact - the coefficient of perception for each type of outdoor advertising. Multiplying this coefficient by OTS1 results in an undistorted OTS2 - the real number of contacts over a period of time.
Next comes the definition of the structure of the audience, because. for correct comparative analysis it is necessary to know the structure of the audience of a particular advertising object. "A classic example is the Morgenstern Audience Structure Studies, a series of studies conducted in France in 1983-1991." Consider this study more.
First, it should be noted that the sample was more than 100 thousand people in 58 regions of the country. The questionnaire was devoted to how the respondents moved during the week before the day of the interview. "This study provided data on the reach and frequency of viewing of outdoor advertising by target groups." As a result of conducting such a survey, one can obtain data on the potential audience, "which will be affected by the message placed on the advertising structure."
Very important indicator media planning - Gross Rating Point (GRP), as takes into account the percentage of the value of OTS (effective audience) to the total market size (i.e. the number of able-bodied population of the city aged 18 years and older) . Thus, GRP is the base value for evaluating the audience of one advertising surface, the larger this value, the more effective the URL outdoor advertising is considered:
It is quite clear that outdoor advertising is not the subject of increased attention of passers-by on the street (if it does not stand out from the general mass), people are much more interested in the flow of cars, other passers-by or the route along which they move. However, the same can be said about television and press advertising, because the prime time message is not a guarantee of increased attention of the audience: we know very well that during the commercial break on television, few people stay on the same program or simply do not goes "about his own business", and a page in a newspaper with advertisement easy to scroll through. However, the value of traffic data collected to assess the effectiveness of advertising placed on the streets of the city lies in the fact that, "unlike the audience of the press and the air, they are relatively stable, subject only to seasonal fluctuations and can be used repeatedly to calculate the GRP of various advertising campaigns" .
The main problems that arise when evaluating the effectiveness of outdoor advertising and possible methods for solving them are given in Table 1.
Table 1. Problems of evaluating the effectiveness of outdoor advertising and methods for their solution.
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Problem |
Solution method |
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1. The need for knowledge about the intensity of the traffic flow, i.e. how many and what kind of people can walk and/or drive past the advertising installation. |
The solution is to collect information about the volume and structure of the transport and passenger flows of the city. Commonly used methods are: counting-registration; collection of information on movements using survey methods (diary methods, interviews). |
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2. The need to know what percentage of passers-by is likely to pay attention to an advertising installation |
It is solved by interrogation and/or analysis of the dependence of various technical parameters of a particular installation and the level of memorability. The most commonly used characteristics: distance from the place of probable viewing, installation angle, Deviation from line of sight possible interference, installation height, exposure time. |
Let's give an example of OTS calculation.
“For pedestrians, the “basic set of features” consists of the following features:
installation angle 15 degrees,
possible duration of visual contact 10 seconds,
distance from the viewer 7 meters,
No visual obstructions.
A billboard with these characteristics will provide advertising contact with 10% pedestrians. For the Shield installation angle of 45 degrees to the stream - the coefficient is 1.17. The possible duration of visual contact is 15 seconds, the coefficient is 1.15. Removal from the stream - 13 meters - 0.89. There are other visual stimuli. Coefficient - 0.85 Complexity of the road situation (individual parameter) - coefficient 1.3 (for example).
In this case, the "number of viewers who remembered" for this billboard would be 0.13, i.e. .
Therefore, 13% of viewers in a given stream (pedestrians) will be able to remember the image on the billboard.”
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