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    AMC - Assignment 2 - 3

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    Kabeer Qureshi
    The document summarizes a TV media plan for Telenor for the month of November. It provides key metrics such as TRPs, frequency, costs and spending for various channels. It then calculates GRP, CPRP, average frequency, and CPM for some channels. Finally, it analyzes graphs on the relationship between GRP and reach and their implications for media planning.

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    AMC - Assignment 2 - 3

    Uploaded by

    Kabeer Qureshi
    39 views3 pages
    The document summarizes a TV media plan for Telenor for the month of November. It provides key metrics such as TRPs, frequency, costs and spending for various channels. It then calculates GRP, CPRP, average frequency, and CPM for some channels. Finally, it analyzes graphs on the relationship between GRP and reach and their implications for media planning.

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    AMC - Assignment 2 _ 3

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    AMC - Assignment 2 _ 3

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    The document summarizes a TV media plan for Telenor for the month of November. It provides key metrics such as TRPs, frequency, costs and spending for various channels. It then calculates GRP, CPRP, average frequency, and CPM for some channels. Finally, it analyzes graphs on the relationship between GRP and reach and their implications for media planning.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    39 views3 pages

    AMC - Assignment 2 - 3

    Uploaded by

    Kabeer Qureshi
    The document summarizes a TV media plan for Telenor for the month of November. It provides key metrics such as TRPs, frequency, costs and spending for various channels. It then calculates GRP, CPRP, average frequency, and CPM for some channels. Finally, it analyzes graphs on the relationship between GRP and reach and their implications for media planning.

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    You are on page 1of 3

    Exercise No.

    2
    Telenor

    Given below is the key features of a TV media plan of Telenor from Adcom for the month of Nov. this
    year:

    TRPs FREQUENCY @(Rs) TOTAL SPENT

    GEO 50 20 55K .75m

    PTV 80 25 50K 1.0m

    ARY One 40 25 40K .50m

    IM 20 50 30K .25m

    TOTAL: 120 2.50m

    Reach =80 GEO coverage=50m

    Reach+4=62 ARY coverage=40m

    Composition for Ary is 18% while Affinity for GEO is 0.8.

    SOS=43% SOV= 32%

    (a) Calculate GRP, CPRP and Average frequency for the campaign and CPM for GEO and ARY.
    What does these terms indicate?

    GRP = Frequency x Ratings

    TRPs FREQUENCY GRP

    GEO 50 20 1000

    PTV 80 25 2000

    ARY One 40 25 1000

    IM 20 50 1000
    Total 5000

    CPRP = Total Cost/GRP = 2.5m/5000 = 500

    Average Frequency = TRP/Reach = 190/80 = 2.375

    CPM = (Media Cost/Coverage) x 1000


    CPM for GEO = 55k/50m x 1000 = 1100
    CPM for ARY = 40k/40m x 1000 = 1000

    (b) Analyze the attached graph highlighting the normal behavior of GRP against

    Reach and its implications for media planners. What does reach+4 indicate?

    Reach 4+ = 62 indicates effective which is reach at effective frequency level of 4+, it means
    that 62% saw the ad 4 or more times

    (b) What does the Composition for ARY & Affinity for GEO reflect?

    Composition shows the percentage of target audience among the total audience. Composition
    of ARY shows that only 18% of 40m were the target audience.

    Affinity of GEO shows that

    (d) Telenor is launching a new service for Medical coverage. What Media goals. Will it pursue for
    this product and Easypaisa?

    (e) Calculate Efficiency ratio for Telenor.

    Efficiency Ratio = SOV/SOS = 32/43 = 0.74

    Exercise 3

    1. A campaign has achieved 75% cover 1+. People saw the ad in average 6.80 times. How
    many GRPs were generated?

    GRPs = Reach 1+ x OTS = 75 x 6.8 = 510

    2. A campaign achieved 388 GRPs and 9.7 OTS. How many percent of the target audience
    saw the campaign at least once?

    Reach 1+ = GRPs/OTS = 388/9.7 = 40%


    3. A campaign achieved 396 GRPs and 88% reach. How often did one average person of the
    target audience see the commercial?

    OTS = GRPs/Reach = 396/88 = 4.5

    4. A campaign generated 1,200 GRPs. The cost of the campaign was Rs. 240,000. What
    was the CPRP?
    CPRP = Total Cost/GRPs = 240,000/1,200 = 200

    5. A campaign achieved 700 GRPs, campaign cost was Rs 870,000. The total category
    clutter was 3,380 GRPs, the total category spend was Rs. 3,000,500. What was the SOV
    and SOS?

    SOV = Campaign GRPs/ Total Category Clutter GRPs = 700/3,380 = 20.7%


    SOS = Campaign Cost/ Total Category Spend = 870,000/3,000,500 = 29%

    6. A campaign achieved a SOV of 50% in a category. On an average the target audience


    saw the ad 5 times and reach was 80. What was the category clutter (GRPs) and what was
    the total spend in the category if the category CPRP was 3000?

    Category Clutter (GRPs) = Campaign GRPs/SOV = (5 x 80) / .5 = 800


    Total Category Spend = Category CPRP x Category Clutter (GRPs) = 3000 x 800
    = 2,400,000

    7. The beverage industry CPRP was 2500 at GRP level of 2000. What is Pepsi Reach level
    if the SOV of Pepsi is 50%?

    Pepsi GRP = SOV x Industry GRP = .5 x 2000 = 1000

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