Grp outdoor advertising. What is GRP (Gross Rating Point)? SOV and SOM ratio model
GRP (Gross Rating Points, JRP) Is one of the most popular indicators of media planning, which allows you to evaluate the layout of a request in several media carriers. GRP is a marketing indicator that reflects the scale of advertising and information impact. It is considered as a method of summing the ratings of the entire advertising campaign for all media.
GRP showsthe number of times an advertising message comes across to people during the period of the advertising campaign and means the number of rating points gained for a certain time period by the audience. A baseline metric for measuring the power of a campaign when determining its value and comparing it to others.
To calculate GRP a marketing campaign needs to know all the ratings scored by individual outputs of advertising messages. This rating is the percentage of the audience that saw the broadcast event in relation to the entire audience that could see it. Wherein, never do not add GRP's from different target audiences.
GRP calculations are made in media planning of advertising campaigns, including in scheduling advertising on television. All main calculations on TV are based on the forecast GRP ratings. After the broadcast, the forecasted GPR indicators are reconciled with 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 is lower than the declared one by more than 15%, then the TV channels provide advertisers with airs to display their previously paid advertisements at the same time in order to reach the total GRP declared by the advertising agency.
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 the advertising message - the rating is 40;
- on the third day - 30%, rating - 30.
In addition to the term "GRP", the following options are also used: accumulated rating, total rating, gross valuation coefficient, gross rating, the sum of rating points.
Features of GRP calculation:
- keeping track of repeated contacts with an advertising message
- percentage of GRP is calculated not 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 is the percentage of the effective audience (OTS) of the advertising surface to the total market size (city population aged 18 and over)
The media plan can indicate the percentage calculated for each design, or the total GRP of the advertising campaign, in this 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 results in similar 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 repeat rate.
The value of an individual design is usually calculated based on GRP data per day, and target audience reach / frequency is calculated over a period of one month.
OTS - 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 the advertising image
CPT - an estimate 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.
|
Calculation of the aggregate (total) rating is often used to "weigh" an advertising campaign. This indicator is usually called GRP (Gross Rating Point ). It is obtained by summing the ratings of the broadcast (exposure) of the advertisement during the entire campaign. |
||
|
Overall and target cumulative rating
GRP can be calculated both in relation to the entire population, and in relation to its specific group. The aggregate rating of a specific 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 ). To do this, you need to divide the advertising budget by the aggregate rating:
CPR \u003d Budget / GRP
1GRP \u003d 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 \u003d 4,000 (1,400,000: 350).
Reaching 1% of the audience in the second case turned out to be cheaper.
Overall rating, reach and frequency
GRP \u003d Reach x F
Accordingly, if we know the values \u200b\u200bof the aggregate rating and audience coverage, then we can determine the average frequency of exposure to consumers:
F \u003d GRP / Reach
For example, if during the campaign period 300 GRP were collected and 40% of the audience was reached, then the average frequency will be 7.5 times:
F \u003d 7.5 (300: 40)
Total rating as weight of an ad campaign
In general, the cumulative 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 may carry more weight, but be inferior in effectiveness to the lighter one. 
Experts note that a situation is possible when after advertising campaigns with the same values \u200b\u200bof the aggregate rating in large and small markets, regardless of other factors, the awareness of consumers in small markets increases significantly.
In order to determine the desired weight of an advertising campaign, they resort to monitoring data that show 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) to which the advertising campaign is directed.
Media plan:
This is a plan for placing your advertising messages. 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 medium.
Prime-Time
airtime on radio and television, covering the maximum number of radio listeners and TV viewers
CATI - Computer Assisted Telephone Interviewing:
Computerized telephone survey system. The questionnaire is programmed and entered into the central computer, which issues it question by question on the displays of several terminals (from 5 to 100) located in one room. The operator sitting at the terminal dials a randomly generated telephone number and conducts an interview by reading the questions from the screen and entering the respondent's answers into the computer using the keyboard. The work of operator-interviewers is under the strict supervision of a supervisor.
Panel:
The group of people selected for the study. The essence of panel research is to continuously receive information from each of the panel members over a period of time. Panel research studies television and radio audiences. Information can be collected using diaries or using 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 you to register the viewing of television by each of the members of the television panel. The devices are installed on every television set in the family participating in the study. They record TV channels around the clock. The device has a remote control with a separate button for each family member. Participants in the study press their button every time they enter and leave the room where the TV is on.
A TELEVISION
Rating (TVR):
The broadcast rating (ad unit, time interval) is calculated using a probabilistic model and is expressed as a percentage of the target group. Each viewer who switched to a given channel during a given program (ad block, time interval) is assigned a certain weight depending on the duration of viewing. So, a viewer who has watched the entire program from beginning to end is assigned a weight of 1, who has 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 expressed not as a percentage, but in thousands of people.
Share - share:
Channel share - the percentage of viewers watching a certain channel (calculated as the ratio of the channel's AUDITION to the AUDIENCE of all television 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 pipelmeter panel) from the broadcast event in question (TV program, commercial ...). For each separate on-air event with a duration of 15 minutes (for a diary panel) and one minute (for a pipelmeter 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 GRP of all aired commercials.
Reach% - coverage:
Percentage of target group representatives who saw at least 15 minutes (for the diary panel) and one minute (for the pipelmeter panel) of the broadcast event in question. For each separate on-air event with a duration of 15 minutes (for a diary panel) and one minute (for a pipelmeter panel) Reach% is equal to GRP.
Reach - coverage in thousand people:
It is calculated similarly to Reach%, but expressed not as a percentage, but in thousands of people.
Cumulative Reach% - Cumulative Reach:
Percentage of target group representatives who saw at least one of the commercials aired. When calculating Cumulative Reach%, each person is counted only once, regardless of how many times they actually saw the 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 broadcast event;
- The number of representatives of the target group watching at least N% of the duration of the broadcast event.
Cumulative frequency - accumulated frequency:
The average number of contacts of each representative of the target group with videos aired as part of an advertising campaign. Cumulative frequency is calculated as the ratio of Cumulative GRP to Cumulative Reach%.
OTS (opportunity to see) - "opportunity to see":
The number of times (in thousands) that this advertising message could potentially be seen (perceived). The OTS for one broadcast event is always equal to the Reach for that event. For several on-air events, OTS is equal to the sum of Reach of on-air events. Unlike counting Reach for a group of events, when calculating 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 collected GRP.
CPT Viewers - cost per thousand contacts:
The cost of "reaching" a thousand representatives of the target group who saw at least one of the analyzed broadcast events or the amount of money that must be spent in order for a thousand representatives of the target group to see the analyzed broadcast events at least once. Calculated as the ratio of the money spent (Cost) to Reach.
Frequency distribution (N +):
Frequency distribution. Percentage of target group representatives who saw commercials with a certain frequency level (N +). Frequency distribution (1+) \u003d Reach%.
RADIO
AQH (Average Quarter Hour) - average rating of a 15-minute interval.
Average number of listeners in an average 15-minute interval. It is 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 and older. This means that, on average, at least 5 minutes during an average 15-minute interval, 105 thousand Kazakhstanis listen to this radio station, and they make up 3.4% of the population of Kazakhstan aged 15 and older.
Daily audience (Reach Daily)
Accumulated daily number of radio station listeners. It is calculated in thousands of people and as a percentage of a given audience. For example, the 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.
Reach Weekly
The accumulated number of listeners during the week. It is 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 the city's residents 15+. This means that on average 2,550.1 thousand people or 35.1% of Almaty residents 15 years and older listen to this radio station per week.
Monthly Reach
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 of 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, who make up 4.4% of all residents of Almaty 15 years and older.
Duration of listening (TSL - Time Spent Listening)
The total listening time of the radio station. Expressed in minutes. It is calculated on average per day and on average per week.
Radio station share (AQH Share)
Percentage of listeners to a particular station among all radio listeners.
Share
For a given time interval, the ratio of the number of people listening to the radio station to the number of people listening to the radio. Expressed as a percentage, i.e. maximum \u003d 100 (when everyone listening to the radio is listening to the same station).
Rating
An audience of a time interval, usually 15 minutes. The number of people who listened to this radio station for at least 5 minutes during the interval. It can be expressed as an absolute value (thousand people) or as a percentage of the population.
GRP - gross rating points or TRP - target rating points
The sum of the ratings of the time intervals included in the media plan. For the whole population - GRP, for the target group - TRP.
Frequency
Average frequency of contact with advertising for the reached 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 as an absolute value (thousand people) or as a percentage of the population.
Coverage
Reach the target group for a publication or for an advertising campaign. The number of people (expressed in thousands or in% of the target group) who have seen the publication at least once.
OTS (opportunity to see)
The number of contacts with ads expressed in thousands of contacts. Some systems are called Gross Impressions. Calculation: OTS \u003d 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 separate publication and for an advertising campaign. Payment:
CPT Cover \u003d 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 \u003d Total Cost / OTS
Outdoor advertising, unlike other distribution channels, requires special criteria to assess its effectiveness. Until recently, there was no clearly formulated program for this on the Russian market. Some still decided to invest in outdoor advertising, but many were "afraid to spend money for no one knows what."
After it became clear that the successful promotion on the market depends on the placement of the advertising message, preference has ceased to be given only to those streets along which the customer or the advertiser himself drives. Accordingly, the main question for those who are engaged in the placement and evaluation of the effectiveness of outdoor advertising began to sound like this: "who will see this advertisement?"
Therefore, the target audience is all people who walk or drive past it. And the first indicator, which to one degree or another can reflect the effectiveness of outdoor advertising, is the potential audience. In other words, it is "the number of potential advertising contacts (the number of people who have the opportunity to see this outdoor advertisement in a unit of time - a day, a week or a month)." Measurements take into account all the main components of the potential audience, namely:
· Personal vehicles;
· public transport;
· Pedestrians.
It should be noted that with the help of special coefficients, the indicators for the coefficients of road transport and public transport are reduced to the number of people.
Consider an example of a study aimed at studying the effectiveness of outdoor advertising. This study was conducted in the UK in the 1980s by OSCAR New Blend. The aim was to obtain the following indicators:
1) brand awareness and recognition;
2) the frequency of buying the brand;
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 you to make future predictions of the effectiveness of advertising of a particular product.
In St. Petersburg, GALLUP SPb in 1996 applied a similar technique to assess the effectiveness of outdoor beer advertising. A survey was conducted of respondents in the locations of posters and at the nearest gas stations, the sample was 400 people (in 20 randomly selected points). The main conclusions that were obtained during the campaign: brand awareness 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 that part of the audience that has a practical opportunity to see this ad. Below are a number of characteristics for assessing this criterion:
· angle of rotation;
· Transport position;
· Distance to traffic lights;
· Width of the carriageway;
· Distance of visibility;
· Competing designs;
· Obstructions of the view.
However, OTS does not take into account the fact that a person, moving in the usual way, can see the same advertisement several times during the same day.
In international practice, there is the following division: OTS1 is a potential audience, OTS2 is a real advertising audience.
OSCAR OTS measurement method for outdoor advertising assumes:
· Compilation of a catalog of outdoor advertising objects with their classification according to the criteria of location, size, network, illumination, the presence of other objects within sight;
· Counting the number of people passing and passing by each object;
· Calculation of the "index of visibility" (from 0 to 1), by creating a mathematical model.
Among the methods for determining flows are the following:
· Counting the number of people passing by and passing by (manual or video recording);
· Regular collection of information about the daily travel of people;
· 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 locations of posters);
· Fixation of attention by eye cameras (glasses, which make it possible to determine the focus of attention);
· Showing the target group of a film about a walk along a street with outdoor advertising objects (Live-Plakat-Test method, held in Germany).
“As a result, VAI - Visibility Adjusted Impact - is calculated for each type of outdoor advertising. Multiplying this factor by OTS1 results in an undistorted OTS2 - the real number of contacts over a period of time. "
Next, the structure of the audience is determined, since to conduct a correct comparative analysis, it is necessary to know the structure of the audience of one or another advertising object. "The classic example is the Morgenstern audience structure study, a series of studies conducted in France between 1983 and 1991." Let's consider this study in more detail.
First, it should be noted that the sample consisted of more than 100 thousand people in 58 regions of the country. The questionnaire was devoted to how the respondents moved during the week prior to the day of the interview. "This study provided data on the reach and frequency of viewing outdoor advertising by target groups." As a result of conducting such a survey, you can get data about the potential audience, "which will be influenced by the message posted on the advertising structure."
A very important indicator of media planning is the Gross Rating Point (GRP). takes into account the percentage of the OTS (effective audience) value to the total market size (i.e. the number of able-bodied city population aged 18 and over). Thus, GRP is the base value for evaluating the audience of one advertising surface, the larger this value, the more effective outdoor URL advertising is considered:
It is quite understandable that outdoor advertising is not the subject of increased attention of passers-by on the street (if it does not really stand out from the crowd), 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 advertising on television and in the press, because placing a message in prime time is not a guarantee of increased audience attention: we know very well that during a commercial break on television, few people stay on the same program or simply do not goes "about his business", and a page in a newspaper with an advertisement is easy to scroll through. However, the value of passenger traffic data collected to assess the effectiveness of advertising placed on city streets is that, "unlike the audience of the press and 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 assessing the effectiveness of outdoor advertising, and possible methods for their solution are shown in Table 1.
Table 1. Problems of evaluating the effectiveness of outdoor advertising and methods for their solution.
|
Problem |
Solution method |
|
1. The need for knowledge about the intensity of traffic flow, i.e. how many and what kind of people can walk and / or drive past the advertising installation. |
The solution consists in collecting information on the volume and structure of transport and passenger flows in the city. Commonly used methods are: counting-registration; collection of information about movements using survey methods (diary methods, interviews). |
|
2. The need to know what percentage of those passing by is likely to pay attention to the advertising installation |
It is solved by polling and / or analyzing the dependence of various technical parameters of a particular installation and the level of memorization. The most commonly used characteristics: Distance from the place of probable viewing, Installation angle, Deviation from the 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 sec,
Distance from the viewer 7 meters,
· Lack of visual obstacles.
A billboard with such characteristics will provide advertising contact with 10% of 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. Distance from the stream - 13 meters - 0.89. There are other visual stimuli. Coefficient - 0.85 Difficulty of the road situation (individual parameter) - coefficient 1.3 (for example).
In this case, the "number of viewers who remembered" for this billboard will be 0.13, i.e. ...
Consequently, 13% of viewers in this stream (pedestrians) will be able to remember the image on the billboard. "
It might be useful to read:
- What is an assortment matrix?;
- What does the word matrix mean in trading;
- Sales department development plan;
- Advertisements Testing promotional materials;
- What is GRP (Gross Rating Point)?;
- Marketing analysis of the market: types, stages, methods;
- What is an advertising strategy;
- Marketing research;