| Indicator |
Structure |
Note |
| Advertising contacts = OTS = exposure |
| Advertising contacts |
An advertising contact is established each time you view an advertisement. It is calculated as coverage multiplied by the average frequency of advertising exposure. |
Contacts do not take into account the quality of views. In this regard, a passing impression will have a lesser effect compared to a thorough study. Contacts are called impacts or viewing probability (OTS). |
| OTS (opportunity to see) |
The number of times an audience could see a specific advertisement (in absolute terms) |
OTS can be obtained by adding the absolute values of all impacts on the audience of each of the individual advertisements. For example, during the campaign, the ad was placed in 2 newspapers 2 times. The audience of the 1st newspaper is 15,000 people, the audience of the 2nd newspaper is 30,000 people. OTS = 90,000 (15,000 * 2 + 30,000 * 2) |
| Share of advertising exposure (%) |
Product (brand) advertising (RUB) / total market advertising (RUB) * 100% |
The share of advertising exposure quantifies the “presence” of an advertisement for a particular product or brand in the entire market. |
| Effective frequency |
How many times a particular advertisement must be presented to a particular person within a given period in order to trigger the desired response |
Marketers often take an effective impression frequency equal to three. This assumption must be verified. |
| Average frequency |
Advertising contacts / coverage. The average number of times a person receives an advertising message given that he or she has actually been exposed to the advertisement. |
The frequency of advertising exposure is determined for those people who have seen the advertising message. |
| GRP (Gross Rating Point) |
The sum of rankings of all advertising messages within the advertising campaign |
To calculate the GRP of an advertising campaign, you need to know all the rankings of advertising messages. The ranking is a percentage of the target audience who was in contact with the advertising medium at a given time in relation to the entire target audience, which had the opportunity to see it. |
| TRP (target rating points) |
An analogue of GRP calculated for the target group. |
TRP is established in relation to the predetermined target population (for example, men or women in the target audience). Sometimes TRP is neglected and the target rating is designated as GRP indicating the target audience, e.g.: GRP (F20-40). |
| Ad Contact Cost |
Advertising costs / number of advertising contacts |
As a rule, only a small part of the estimated contacts goes into the group of buyers, however, the indicator is a good guideline for assessing the total costs of marketing. |
| CPM (cost per mille) |
Advertising costs / number of advertising contacts (thousands). |
It makes it easier to work with the final values of expenses in comparison with indicators that could be presented based on the costs of one contact. It is used to compare the costs of an advertising campaign, for example, in various media. |
| Net coverage |
The number of people exposed to the advertising message or the advertising campaign. |
The net coverage is equivalent to the simple coverage. It determines the number of viewers who have seen the advertising message. It is often displayed in Euler-Venn diagrams. |
| Effective coverage |
The number of people who received an advertising message with a frequency equal to or greater than the effective frequency of advertising exposure. |
The effective frequency metric is the most important assumption in calculating this metric. |
| Ranking point |
It is equivalent to coverage by means of distribution of advertising and represents a share of the population. |
For example, a television show with an average rating of 2 points covers 2 percent of the total population |
