1. +
Media Planning v3

2. +
 Evolution of TV research
 Auditing TV advertising
 Research terms for TV
 TV planning
 Innovations in TV advertising

3. +
 Evolution of TV research
 Auditing TV advertising
 Research terms for TV
 TV planning
 Innovations in TV advertising

4. +
DART
 Followed by DD initially and other clients on an ad-hoc basis
 Disadvantages:
 Memory based
 Incorrect attribution
 Low memory of niche vis-a-vis mass channels

5. +
Diary panels
 Initiated by IMRB
 Maintained a Diary which was filled by the HW
 Collected on a weekly basis and analysed
 Disadvantages
 Memory based
 Incorrect attribution
 Overstating Mass GEC channels
 Inadequate recording of others viewing

6. +
PeopleMeter systems
 Introduced by ORG-MARG
 Similar system introduced by IMRB
 Different systems used for measuring – Picture matching vs
Frequency matching
 Kantar Media formed
 Unified body - TAM

7. +
How does the PeopleMeter
system work?

8. Undertake
Installation of Installation of
establishment
PeopleMeters surrogate HH’s
surveys
Substitution of HH
Arrive at TV and
matching on upto 9 Analysis of data
C&S estimates
criteria
Sample sizes Random sampling
decided for each among the homes
Release of data
C&S vs SEC to arrive at the
segment panel HH’s

9. +
How does the PeopleMeter work?
Set
Monitoring
Unit
Home
Management
Interface
Remote
Control
Handset

10. +
Metering Technology - ACN 6000
system
Set Monitoring Unit
Module
1 2
3 4
5 6
7 8
9 10
11 12
VAC X
Detector Sensors
TV Tuner Remote

11. +
Measuring the TV rating
Meter
Using Peoplemeters
Research Company
 Research company determines representative sample
 METERS installed
 Individual householder details recorded
 Householder “pushes button” when watching.
 Recorded as a viewer
 Data on-line to research company Handset

12. +
The Picture Matching technology

13. +
 Evolution of TV research
 Auditing TV advertising
 Research terms for TV
 TV planning
 Innovations in TV advertising

14. +
Auditing the TV advertising
 MAP – methodology
 MAP reports

15. +
 Evolution of TV research
 Auditing TV advertising
 Research terms for TV
 TV planning
 Innovations in TV advertising

16. +
Research terms

17. +
Reach
 Of A Media
 % of People who consume a media a minimum number of times in a
stipulated period
 TV – Atleast watched once a week
 Cinema – Atleast seen once a month
 Of A Channel
 % of People who have seen a channel for atleast “n” minutes

18. +
Computing Reach
Total TG = 8
TG which saw the
commercial = 4
Hence, Reach = 4/8*100 = 50%

19. +
Computing Reach
Total TG = 8
TG which saw Bidayi
=4
TG which saw Balika
Vadhu= 4
Hence, Reach = 6/8*100 = 75%

20. +
Effective Reach
Total TG = 8
TG which saw Bidayi
=4
TG which saw Balika
Vadhu= 4
TG which saw Antara
=4
Effective reach
@1+ = 8/8 =100%
@2+ = 3/8 = 38%
@3+ = 1/8 = 13%

21. +
TVR/ TRP’s
A TVR measures the popularity of a programme/ advertisement by comparing the
number of people who watched against the total available as a whole
One TVR = 1% of a target audience
If an ad on Balika Vadhu got a TVR of 7, it means 7% of the audience saw the ad

22. +
Min
1
Total man minutes
2 = 8 consumers x 5
mins = 40
3
4
5

23. +
Min
1 Total man minutes
consumed =
(4+6+5+4+5) = 24
2
3
4
5
TVR = Man minutes consumed/ man minutes available*100 = 24/40*100 = 60

24. +
Time band rating
The TVR is averaged from the start minute of
the given time band to the end minute
TVR : 6.4
12.2
11.6 12:00-15:00
10.4
8.6
7.2
5.9
5.3 5.1 5.1
4.3
0.6
12:15 12:30 12:45 13:00 13:15 13:30 13:45 14:00 14:15 14:30 14:45

25. +
Programme ratings
The TVR is averaged from the start minute
to the end minute of the Programme
TVR : 9.5
Big Boss
12 12 12
11 11
11
11 11
11
11 11
10
10 10 10 10
10 10
9
9 9
8
8 8
7 7 7
7 7
7
22:01 22:04 22:07 22:10 22:13 22:16 22:19 22:22 22:25 22:28

26. +
Slot/ Break rating
The TVR is averaged from the first minute to
the last minute of the commercial break
Break
TVR : 7.4
7.9 7.2 7.3
7.4 7.2
6.7
22:01 22:04 22:07 22:10 22:13 22:16 22:19 22:22 22:25 22:28
Big Boss

27. +
Gross Rating Points (GRP’s)
Programme
Rating
The sum of all ratings achieved in a campaign.

28. +
Gross Rating Points (GRP’s)
4 TVR
5 TVR
Is desh
7 TVR 6 TVR
Agle
Janam
Balika
Yeh Vadhu
Rishta

29. +
Gross Rating Points (GRP’s)
Programme Rating
Agle Janam 5
Yeh Rishta 7
Is Desh 4
Balika Vadhu 6
Total 22 GRP’s

30. +
Average OTS
The number of times, on an average, the audience reached sees the
commercial during a given period.

31. +
GRP’s Reach
Ad A B C D E F G H
50% 50%
1
2 37% 63%
3 50% 88%
AOTS
2.4
4 25% 88%
5 50% 88%
3 3 0 1 2 2 1 5 212 88

32. +
Ad A B C D E F G H
1
2
AOTS = Number of views/
Number of people
3 =17/7 = 2.4
4
5
3 3 0 1 2 2 1 5

33. +
So what is the relation between GRP, Reach
and AOTS
GRP = Reach x AOTS

34. +
Putting the theory to test…
GRP’s Reach
Ad A B C D E F G H
50% 50%
1
2 37% 63% AOTS
2.4
3 50% 88%
GRP’s =
25% 88% 87.5 x
4
2.4 =
212
5 50% 88%
3 3 0 1 2 2 1 5 212 88

35. +
Examples – tell me the GRP, reach and AOTS
Ad A B C D E F
1
2
3
4

36. +
Examples – tell me the GRP, reach and AOTS
Ad A B C D E F
1
2
3
4

37. +
Channel/ Programme share
Channel Share : channel viewing as a percentage of total TV viewing at
the specified time
Program Share : program viewing as a percentage of total TV
viewing at the specified program time
80%
60%
40%
TV viewing
Channel viewing
Program viewing

38. +
Channel/ Programme share
TV on = 6 homes TV tuned to STAR Plus = 4homes
Channel Share = 67%
Homes tuned into a program / channel as a % of homes in which the
TV was on.

39. +
Channel/ Programme share
Total HH’s = 12 HHs TV tuned to STAR Plus = 4HH’s
Homes tuned into a program / channel as a % of homes in which the
TV was on

40. +
Channel/ Programme share
Total TV audience 1000
No of people watching TV (8 - 10 PM) 900
No of people watching Sanjivani 600
No of people watching STAR Plus 800
Sanjivani' share of audience (600/900*100)
STAR Plus share of audience (800/900*100)
67%
89%

41. +
Looking at the TAM software

42. +
Output
1 [CS 15+ YRS]
Channel Date From Date To Month Time From Time To 000s TVR Reach Reach % Share Time Spent(Univ) in MM.SS
Market : *Mumbai
Universe 11031
Sample 1418
Zee Marathi 01/01/2008 31/01/2008 JAN 2:00 2:29 1 0.01 101 0.92 1.51 0.05
Zee Marathi 01/01/2008 31/01/2008 JAN 2:30 2:59 1 0 15 0.14 1.7 0.03
Zee Marathi 01/01/2008 31/01/2008 JAN 3:00 3:29 0 0 0 0 0 0
Zee Marathi 01/01/2008 31/01/2008 JAN 3:30 3:59 0 0 0 0 0 0
Zee Marathi 01/01/2008 31/01/2008 JAN 4:00 4:29 0 0 0 0 0 0
Zee Marathi 01/01/2008 31/01/2008 JAN 4:30 4:59 0 0 0 0 0 0
Zee Marathi 01/01/2008 31/01/2008 JAN 5:00 5:29 0 0 0 0 0 0
Zee Marathi 01/01/2008 31/01/2008 JAN 5:30 5:59 0 0 30 0.28 0.22 0
Zee Marathi 01/01/2008 31/01/2008 JAN 6:00 6:29 1 0.01 84 0.76 0.95 0.03
Zee Marathi 01/01/2008 31/01/2008 JAN 6:30 6:59 1 0.01 211 1.92 0.79 0.05
Zee Marathi 01/01/2008 31/01/2008 JAN 7:00 7:29 13 0.12 403 3.65 4.62 1.05
Zee Marathi 01/01/2008 31/01/2008 JAN 7:30 7:59 30 0.27 711 6.45 5.82 2.3
Zee Marathi 01/01/2008 31/01/2008 JAN 8:00 8:29 64 0.58 1157 10.48 8.53 5.22
Zee Marathi 01/01/2008 31/01/2008 JAN 8:30 8:59 113 1.02 1634 14.82 12.06 9.29
Zee Marathi 01/01/2008 31/01/2008 JAN 9:00 9:29 67 0.61 1597 14.47 6.91 5.38
Zee Marathi 01/01/2008 31/01/2008 JAN 9:30 9:59 36 0.32 1664 15.09 3.66 3.01
Zee Marathi 01/01/2008 31/01/2008 JAN 10:00 10:29 46 0.42 1714 15.54 4.6 3.52
Zee Marathi 01/01/2008 31/01/2008 JAN 10:30 10:59 52 0.47 1696 15.38 5.21 4.22
Zee Marathi 01/01/2008 31/01/2008 JAN 11:00 11:29 31 0.28 1616 14.65 3.12 2.34
Zee Marathi 01/01/2008 31/01/2008 JAN 11:30 11:59 20 0.19 1119 10.14 1.93 1.44

43. +
Output
*Mumbai *Chennai
Channel Date From Date To Start Time End Time 000s TVR Reach Reach % Share Time Spent(Univ) in MM.SS
000s TVR Reach Reach % Share
Market : Report
TG : 1 [CS 15+ YRS] Universe 11031 5172
Sample 1418 801
Star Plus 01/01/2008 31/01/2008 2:00 2:29 1 0.01 142 1.29 1.53 0.06 0 0 0 0 0
Star Plus 01/01/2008 31/01/2008 2:30 2:59 0 0 26 0.23 0.2 0 0 0 0 0 0
Star Plus 01/01/2008 31/01/2008 3:00 3:29 0 0 25 0.23 0.46 0 0 0 0 0 0
Star Plus 01/01/2008 31/01/2008 3:30 3:59 0 0 0 0 0 0 0 0 0 0 0
Star Plus 01/01/2008 31/01/2008 4:00 4:29 0 0 60 0.54 1.83 0.01 0 0 0 0 0
Star Plus 01/01/2008 31/01/2008 4:30 4:59 0 0 26 0.23 2.86 0.02 0 0 0 0 0
Star Plus 01/01/2008 31/01/2008 5:00 5:29 0 0 39 0.35 0.87 0.01 0 0 0 0 0
Star Plus 01/01/2008 31/01/2008 5:30 5:59 0 0 36 0.32 0.85 0.01 0 0 0 0 0
Star Plus 01/01/2008 31/01/2008 6:00 6:29 4 0.04 69 0.63 5.43 0.2 0 0 4 0.07 0.01
Star Plus 01/01/2008 31/01/2008 6:30 6:59 0 0 43 0.39 0.13 0.01 0 0 10 0.19 0.06
Star Plus 01/01/2008 31/01/2008 7:00 7:29 3 0.02 150 1.36 0.92 0.13 0 0 0 0 0
Star Plus 01/01/2008 31/01/2008 7:30 7:59 5 0.04 527 4.78 0.89 0.23 0 0 24 0.46 0.06
Star Plus 01/01/2008 31/01/2008 8:00 8:29 12 0.11 587 5.32 1.58 0.59 0 0 17 0.33 0.03
Star Plus 01/01/2008 31/01/2008 8:30 8:59 6 0.05 740 6.71 0.61 0.29 0 0 6 0.12 0
Star Plus 01/01/2008 31/01/2008 9:00 9:29 23 0.21 1322 11.98 2.39 1.57 0 0 21 0.4 0.01
Star Plus 01/01/2008 31/01/2008 9:30 9:59 15 0.14 1296 11.75 1.53 1.16 0 0 20 0.39 0.01
Star Plus 01/01/2008 31/01/2008 10:00 10:29 18 0.16 1416 12.83 1.79 1.3 0 0 17 0.33 0.02
Star Plus 01/01/2008 31/01/2008 10:30 10:59 21 0.19 1357 12.3 2.07 1.44 0 0 17 0.33 0
Star Plus 01/01/2008 31/01/2008 11:00 11:29 20 0.18 1558 14.13 2 1.39 1 0.01 26 0.51 0.09
Star Plus 01/01/2008 31/01/2008 11:30 11:59 33 0.3 1660 15.05 3.14 2.49 0 0 17 0.33 0.02
Star Plus 01/01/2008 31/01/2008 12:00 12:29 53 0.48 2333 21.15 4.48 4.28 0 0.01 17 0.33 0.04
Star Plus 01/01/2008 31/01/2008 12:30 12:59 94 0.85 3002 27.22 6.82 7.55 1 0.01 21 0.4 0.05
Star Plus 01/01/2008 31/01/2008 13:00 13:29 250 2.27 3305 29.96 15.33 21.05 0 0.01 34 0.65 0.03
Star Plus 01/01/2008 31/01/2008 13:30 13:59 229 2.07 3193 28.95 13.23 19.17 0 0 4 0.07 0

44. +
Output
DP 1 [ DP 1 ]
Channel 000s TVR Share
Market : *Mumbai
TG : 1 [CS 15+ YRS] 11031
1422
24 Ghanta TV 0 0 0
3ABN 0 0 0
4M 0 0 0
7 Star Care 0 0 0.01
9X 11 0.1 0.97
9X M 16 0.15 1.43
Aaj Tak 19 0.17 1.66
Aakaash (Bangla) 0 0 0.02
Aasirvatham 0 0 0
Aastha 2 0.02 0.17
Aastha International 0 0 0.01
Action TV 0 0 0
Adventure One 0 0 0
Ahimsa 0 0 0
Amrita TV 0 0 0
Angel TV 0 0 0
Animal Planet 1 0.01 0.12
Animax 0 0 0.03
Anjum Urdu GEC 0 0 0
Aradhana 0 0 0
Arirang English Movies
0 0 0
ARY Digital 0 0 0
Asianet 3 0.02 0.23
Asianet News 0 0 0
Asianet Plus 0 0 0.01
Asianet Tele Interactive
0 0 0

45. + Output
1 [CS 15+ YRS]
Programme Genre Language 000s TVR Viewer % Channel Share
Universe 11031
Sample 1422
AVGHACHI SANSAAR
Serials Marathi 28 0.26 100 9.99
YAA SUKHANO YAA
Serials Marathi 16 0.15 100 9.14
KALAT NAKALATSerials Marathi 0 0 0 0
ADHURI EK KAHANI
Serials Marathi 0 0 0 0
VAIDH BHAVISHYACHA Marathi
Religious/Devotional 0 0 0 0
BANDHAN Serials Marathi 0 0 0 0
CHITRASANGEET Songs Marathi
Film 0 0 0 0
AALAP Music Shows/Songs
Marathi 0 0 0 0
CHITRASANGEET Songs Marathi
Film 0 0 0 0
LIFE IN THE WORD
Religious/Devotional
Marathi 0 0 0 0
SWAR TAAL Music Shows/Songs
Marathi 5 0.04 100 2.14
GOOD MORNING MAHARASHTRA
Different Magazine/Multi Genre
Marathi 63 0.57 100 7.71
EKA PEKSHYA EK Search/Feats
Talent Marathi 107 0.97 100 9.51
AAMHI SARE KHAVAYE Marathi
Women Programme/Cookery 53 0.48 100 4.94
AVANTIKA Serials Marathi 20 0.18 100 1.69
ADHURI EK KAHANI
Serials Marathi 38 0.35 100 2.92
KALAT NAKALATSerials Marathi 111 1.01 100 7.69
ASAMBHAV Serials Marathi 54 0.49 100 3.3
AAMHI SARE KHAVAYE Marathi
Women Programme/Cookery 120 1.09 100 6.88
HOME MINISTER Shows/Chat Shows
Talk Marathi 111 1.01 100 5.86

46. + Output
1 [CS 15+ YRS]
Programme Genre Language Reach New Trier Fst Repeater Repeater New Trier Repeater
Sub % % Cumm Trier
Cumm Repeater Index
Loyalty
Universe 11031
Sample 1418
AVGHACHI SANSAAR
Serials Marathi 0.89 0.89 0 0 100 0 0.89 0 0
YAA SUKHANO YAA
Serials Marathi 0.14 0 0.14 0 0 100 0.89 0.14 15.26
KALAT NAKALATSerials Marathi 0 0 0 0 0 0 0.89 0.14 15.26
ADHURI EK KAHANI
Serials Marathi 0 0 0 0 0 0 0.89 0.14 15.26
VAIDH BHAVISHYACHA Marathi
Religious/Devotional 0 0 0 0 0 0 0.89 0.14 15.26
BANDHAN Serials Marathi 0 0 0 0 0 0 0.89 0.14 15.26
CHITRASANGEET Songs Marathi
Film 0 0 0 0 0 0 0.89 0.14 15.26
AALAP Music Shows/Songs
Marathi 0 0 0 0 0 0 0.89 0.14 15.26
CHITRASANGEET Songs Marathi
Film 0 0 0 0 0 0 0.89 0.14 15.26
LIFE IN THE WORD
Religious/Devotional
Marathi 0 0 0 0 0 0 0.89 0.14 15.26
SWAR TAAL Music Shows/Songs
Marathi 0.3 0.3 0 0 100 0 1.19 0.14 11.39
GOOD MORNING MAHARASHTRA
Different Magazine/Multi Genre
Marathi 3.92 3.92 0 0 100 0 5.1 0.14 2.65
EKA PEKSHYATalent Search/Feats
EK Marathi 1.6 1.12 0.48 0 69.82 30.18 6.22 0.62 9.95
AAMHI SARE KHAVAYE Marathi
Women Programme/Cookery 0.96 0.08 0.87 0 8.82 91.18 6.31 1.49 23.65
AVANTIKA Serials Marathi 0.51 0.06 0.29 0.16 11.52 88.48 6.37 1.78 27.93
ADHURI EK KAHANI
Serials Marathi 0.77 0.1 0.29 0.38 12.85 87.15 6.46 2.06 31.93
KALAT NAKALATSerials Marathi 1.42 0.6 0.17 0.66 41.8 58.2 7.06 2.24 31.67
ASAMBHAV Serials Marathi 0.97 0.19 0.63 0.15 19.85 80.15 7.25 2.86 39.48
AAMHI SARE KHAVAYE Marathi
Women Programme/Cookery 1.95 1.41 0.16 0.37 72.49 27.51 8.66 3.03 34.95
HOME MINISTER Shows/Chat Shows
Talk Marathi 2.42 0.74 1.2 0.48 30.44 69.56 9.4 4.23 44.99
AVGHACHI SANSAAR
Serials Marathi 1.49 0.3 0.32 0.87 19.91 80.09 9.7 4.55 46.92
VAHINI SAHEBSerials Marathi 1.53 0.07 0.29 1.17 4.39 95.61 9.76 4.84 49.6
SAREGAMAPATalent Search/Feats
Marathi 1.72 0.28 0.38 1.06 16.03 83.97 10.04 5.22 52.03
YAA SUKHANO YAA
Serials Marathi 1.85 0.24 0.36 1.26 12.84 87.16 10.28 5.58 54.29
AVANTIKA Serials Marathi 0.54 0.1 0 0.44 18.01 81.99 10.37 5.58 53.78
SAREGAMAPATalent Search/Feats ANTIM 0.27
PADGHAM MAHA
Marathi 0 0 0.27 0 100 10.37 5.58 53.78

47. + Output
DP 1 [DayPart 1 [DayPart 1 [DayPart 1]
DP 1] DP 1]
Daypart Channel Star Plus Zee TV Sahara One
Market : *Mumbai Read Across
Universe 11031
Sample 1418
DP 1 [DayPart 1]
Star Plus 8156 7113 6265
DP 1 [DayPart 1]
Zee TV 7113 7618 6065
DP 1 [DayPart 1] One
Sahara 6265 6065 6718

48. + Output
Star Plus Gained From Lost To
Date Time Total Retained First Time Zee TV Sahara One
Other Zee TV Sahara One
Other
Market : *Mumbai
TG :1 [CS 15+ YRS]
11031
1422
01/01/2008 2:00 0.32 0 0.32 0 0 0 0 0 0
01/01/2008 2:01 0.53 0.32 0 0 0 0.21 0 0 0
01/01/2008 2:02 0.53 0.53 0 0 0 0 0 0 0
01/01/2008 2:03 0.34 0.34 0 0 0 0 0 0 0.19
01/01/2008 2:04 0.21 0.21 0 0 0 0 0 0 0.12
01/01/2008 2:05 0.21 0.21 0 0 0 0 0 0 0
01/01/2008 2:06 0.21 0.21 0 0 0 0 0 0 0
01/01/2008 2:07 0 0 0 0 0 0 0 0.21 0
01/01/2008 2:08 0.42 0 0 0 0 0.42 0 0 0
01/01/2008 2:09 0.42 0.42 0 0 0 0 0 0 0
01/01/2008 2:10 0.42 0.42 0 0 0 0 0 0 0
01/01/2008 2:11 0.42 0.42 0 0 0 0 0 0 0
01/01/2008 2:12 0.42 0.42 0 0 0 0 0 0 0
01/01/2008 2:13 0.42 0.42 0 0 0 0 0 0 0
01/01/2008 2:14 0 0 0 0 0 0 0 0 0.42
01/01/2008 2:15 0 0 0 0 0 0 0 0 0
01/01/2008 2:16 0 0 0 0 0 0 0 0 0
01/01/2008 2:17 0 0 0 0 0 0 0 0 0
01/01/2008 2:18 0 0 0 0 0 0 0 0 0
01/01/2008 2:19 0 0 0 0 0 0 0 0 0
01/01/2008 2:20 0 0 0 0 0 0 0 0 0

49. +
Output
ProgrammeGenre Language 000s TVR RCH 000s RCH Grs RCH 000s RCH Avg. Freq. Cumm Cost
Grs Cost/Reach
AVGHACHI SANSAARMarathi
Serials 28 0.26 156 1.42 156 1.42 1 0 0
YAA SUKHANO YAA Marathi
Serials 16 0.15 18 0.16 174 1.58 1.11 0 0
KALAT NAKALAT
Serials Marathi 0 0 4 0.04 178 1.62 1.14 0 0
ADHURI EK KAHANI Marathi
Serials 0 0 1 0.01 180 1.63 1.15 0 0
VAIDH BHAVISHYACHA
Religious/Devotional
Marathi 0 0 0 0 180 1.63 1.15 0 0
BANDHANSerials Marathi 0 0 0 0 180 1.63 1.15 0 0
CHITRASANGEET
Film Songs Marathi 0 0 0 0 180 1.63 1.15 0 0
AALAP Music Shows/Songs
Marathi 0 0 0 0 180 1.63 1.15 0 0
CHITRASANGEET
Film Songs Marathi 0 0 0 0 180 1.63 1.15 0 0
LIFE IN THE WORD Marathi
Religious/Devotional 0 0 0 0 180 1.63 1.15 0 0
SWAR TAAL Music Shows/Songs
Marathi 5 0.04 34 0.31 214 1.94 1.16 0 0
GOOD MORNING MAHARASHTRAGenre
Different Magazine/Multi
Marathi 63 0.57 518 4.69 732 6.63 1.03 0 0
EKA PEKSHYA EK Marathi
Talent Search/Feats 107 0.97 247 2.24 978 8.87 1.13 0 0
AAMHI SARE KHAVAYE
Women Programme/Cookery 53
Marathi 0.48 158 1.43 1137 10.3 1.31 0 0
AVANTIKASerials Marathi 20 0.18 77 0.7 1213 11 1.4 0 0
ADHURI EK KAHANI Marathi
Serials 38 0.35 160 1.45 1374 12.45 1.54 0 0
KALAT NAKALAT
Serials Marathi 111 1.01 212 1.92 1586 14.37 1.65 0 0
ASAMBHAVerials
S Marathi 54 0.49 172 1.56 1758 15.94 1.78 0 0
AAMHI SARE KHAVAYE
Women Programme/Cookery120
Marathi 1.09 280 2.54 2038 18.47 1.73 0 0
HOME MINISTER
Talk Shows/Chat Shows
Marathi 111 1.01 388 3.52 2426 21.99 1.92 0 0
AVGHACHI SANSAARMarathi
Serials 67 0.6 218 1.97 2644 23.96 2.05 0 0
VAHINI SAHEB
Serials Marathi 123 1.12 213 1.93 2857 25.9 2.22 0 0
SAREGAMAPA Search/Feats
Talent Marathi 46 0.42 289 2.62 3146 28.52 2.4 0 0
YAA SUKHANO YAA Marathi
Serials 67 0.61 255 2.31 3401 30.83 2.56 0 0
AVANTIKASerials Marathi 37 0.33 72 0.65 3473 31.48 2.59 0 0

50. + Output
*Mumbai *Calcutta
Channel Product Brand Variant Advertiser Cost 000s TVR CPRP CPT Norm. TVR000s
Market :
TG : Universe 11031 7731
Sample 1419 943
24 Ghanta TV
TOILET SOAPS GLYCERINE USES PRODUCT/VOICE OVE 0
MOULI CP-LADY CLASSIC CHEMICALS
500 0 0 0 0 19
24 Ghanta TV
TOILET SOAPS
CHASME GLYCERINE
DIPTI BHATNAGAR/BOY WITH FLOWE 0
CHASME GLYCERINE
500 0 0 0 0 12
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1000 0 0 0 0 0
24 Ghanta TV
TOILET SOAPS GLYCERINE USES PRODUCT/VOICE OVE 0
MOULI CP-LADY CLASSIC CHEMICALS
500 0 0 0 0 74
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1000 0 0 0 0 28
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1200 0 0 0 0 70
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1400 0 0 0 0 24
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1400 0 0 0 0 29
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1400 0 0 0 0 61
24 Ghanta TV
TOILET SOAPS
CHASME GLYCERINE
DIPTI BHATNAGAR/BOY WITH FLOWE 0
CHASME GLYCERINE
700 0 0 0 0 7
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1400 0 0 0 0 34
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1400 0 0 0 0 0
24 Ghanta TV
TOILET SOAPS
CHASME GLYCERINE
DIPTI BHATNAGAR/BOY WITH FLOWE 0
CHASME GLYCERINE
500 0 0 0 0 0
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & 900 BATH
PRODUCT SHOT/LADY TAKES CHEMICALS 0 0 0 0 0 0
24 Ghanta TV
TOILET SOAPS GLYCERINE USES PRODUCT/VOICE OVE 0
MOULI CP-LADY CLASSIC CHEMICALS
500 0 0 0 0 0
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1000 0 0 0 0 38
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1200 0 0 0 0 55
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1200 0 0 0 0 55
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1400 0 0 0 0 38
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1400 0 0 0 0 77
24 Ghanta TV
TOILET SOAPS GLYCERINE USES PRODUCT/VOICE OVE 0
MOULI CP-LADY CLASSIC CHEMICALS
700 0 0 0 0 0
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1400 0 0 0 0 29
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1400 0 0 0 0 41
24 Ghanta TV
TOILET SOAPS
CHASME GLYCERINE
DIPTI BHATNAGAR/BOY WITH FLOWE 0
CHASME GLYCERINE
700 0 0 0 0 23
24 Ghanta TV
TOILET SOAPS
CHASME GLYCERINE
DIPTI BHATNAGAR/BOY WITH FLOWE 0
CHASME GLYCERINE
500 0 0 0 0 0
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & 900 BATH
PRODUCT SHOT/LADY TAKES CHEMICALS 0 0 0 0 0 0
24 Ghanta TV
TOILET SOAPS GLYCERINE USES PRODUCT/VOICE OVE 0
MOULI CP-LADY CLASSIC CHEMICALS
500 0 0 0 0 0
24 Ghanta TV
TOILET SOAPS
SONALI GLYCERINE SONALI SOAP & CHEMICALS 0
PRODUCT SHOT/LADY TAKES BATH
1000 0 0 0 0 75

51. + Output
1 [CS 15+ YRS]
Channel Reg City Date Day Start Time ProgrammeGenre Language PA TA Dur (Sec.) Commercial
Product 000s TVR CPRP CPT
Market : *Mumbai
11031
1419
Zee TV NetWork 01/01/2008 Tue 2:05 TEEN BAHURAANIYAAN
Serials Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 2:22 TEEN BAHURAANIYAAN
Serials Hindi 0 0 164 ---- End of Break 1 ---- 5 0.04 0 0
Zee TV NetWork 01/01/2008 Tue 2:28 TEEN BAHURAANIYAAN
Serials Hindi 0 0 167 ---- End of Break 2 ---- 7 0.06 0 0
Zee TV NetWork 01/01/2008 Tue 2:32 HAR GHAR KUCH KEHTA HAI
Serials Hindi 0 0 15 -- End of PreBreak 1 -- 14 0.12 0 0
Zee TV NetWork 01/01/2008 Tue 2:43 HAR GHAR KUCH KEHTA HAI
Serials Hindi 0 0 293 ---- End of Break 1 ---- 2 0.02 0 0
Zee TV NetWork 01/01/2008 Tue 2:53 HAR GHAR KUCH KEHTA HAI
Serials Hindi 0 0 319 ---- End of Break 2 ---- 10 0.09 0 0
Zee TV NetWork 01/01/2008 Tue 3:03 KASAMH SE
Serials Hindi 0 0 15 -- End of PreBreak 1 -- 14 0.12 0 0
Zee TV NetWork 01/01/2008 Tue 3:15 KASAMH SE
Serials Hindi 0 0 202 ---- End of Break 1 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 3:25 KASAMH SE
Serials Hindi 0 0 144 ---- End of Break 2 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 3:31 SAATH PHERE
Serials Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 3:46 SAATH PHERE
Serials Hindi 0 0 298 ---- End of Break 1 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 3:55 SAATH PHERE
Serials Hindi 0 0 232 ---- End of Break 2 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:03 ARDHANGINI
Serials Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:15 ARDHANGINI
Serials Hindi 0 0 221 ---- End of Break 1 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:26 ARDHANGINI
Serials Hindi 0 0 104 ---- End of Break 2 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:30 URJA Interviews/Portraits/Discussions
Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:36 URJA Interviews/Portraits/Discussions
Hindi 0 0 164 ---- End of Break 1 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:45 URJA Interviews/Portraits/Discussions
Hindi 0 0 152 ---- End of Break 2 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:52 URJA Interviews/Portraits/Discussions
Hindi 0 0 168 ---- End of Break 3 ---- 0 0 0 0
Zee TV NetWork 01/01/2008 Tue 4:59 SEVA GANGA
Religious/Devotional
Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0

52. + Output
Zee TV
Advertiser Product Brand Count Dur GRP OOOS
GRP Spends
Market : *Mumbai
Universe 11031
Sample 1419
AGRO TECH FOODS LTD
EDIBLE OIL SUNDROP HEART 23 460 2836 25.71 881000
AIG INC INDIA LIASON OFFICE TP AIG
PROMO TAG 8 28 206 1.87 0
ANKUR BUSINESS PVT LTD SALTS
BRANDED ANKUR SALT 55 910 3356 30.42 1033900
ANKUR CHEM-FOODS PVT LTD TP ANKUR SALT 21
PROMO TAG 84 691 6.26 0
AVIVA LIFE INSURANC CO INDIA
INSURANCE-LIFE RETIREMENT PLANS
AVIVA 8 265 3014 27.32 2046300
BAJAJ AUTO LTD PROMO TAG BAJAJ KRISTAL DTS-I
TP 34 87 1276 11.57 0
BAJAJ AUTO LTD TWO WHEELERS AVENGER DTS-I
BAJAJ 9 405 1978 17.93 1522500
BAJAJ CONSUMER HAIR OILS BAJAJ ALMOND DROPS 2190
CARE LTD 90 7977 72.32 2889300
BAJAJ CONSUMER HAIR OILS BAJAJ BRAHMI AMLA
CARE LTD 70 1190 6830 61.91 2131900
BALSARA HYGIENE AIR FRESHENERS ROOM FRESHNER160
ODONIL 4 631 5.72 612000
BENNETT COLEMAN & CO LTD LEAD INDIA EVENTS
EVENTS 6 160 3280 29.73 0
BERGER PAINTS PAINTS LEWIS BERGER WEATHERCOAT ALLGU
23 660 1156 10.48 1072600
BHARTI AIRTEL LTDCELLULAR PHONE SERVICE 12
AIRTEL CELLULAR PHONE 720
SERVICE1905 17.27 2532000
BHARTI AIRTEL LTDPROMO TAG AIRTEL
TP 55 213 3456 31.33 0
BRITANNIA INDUSTRIES LTDTAG BRIT GOOD DAY
PROMO TP 6 17 1138 10.31 0
BROOKE BOND LIPTON INDIA LTD
COFFEE BROOKE BOND BRU CAPPACHINO 3157
33 660 28.62 2630000
BROOKE BOND LIPTON INDIA LTD
SAUCE/KETCHUP
KISSAN CHATAK DAAR
21 340 3048 27.63 1880300
BROOKE BOND LIPTON INDIA LTD
TEA BROOKE BOND RED LABEL NAT CARE
23 640 1686 15.29 3008500
BROOKE BOND LIPTON INDIA LTD
TEA BROOKE BOND TAAZA
21 630 4293 38.92 2953500
CADBURYS INDIA LTDCHOCOLATES CADBURYS DAIRY MILK CHOCOLATE
10 360 1602 14.53 755400
CADBURYS INDIA LTDMILK BEVERAGES
CADBURYS BOURNVITA
7 315 877 7.95 416500
CADILA HEALTH CAREARTIFICIAL SWEETNERS NATURA
SUGAR FREE 3 60 190 1.72 30000
CAPITAL FOODS LTD PROMO TAG CHINGS FOOD12
TP PRODUCTS RANGE
34 609 5.52 0
CAVIN KARE LIMITEDMOISTURISING LOTION/CREAMS
NYLE RED APPLE BODY LOTION
29 465 1943 17.61 610300
CAVIN KARE LIMITEDPROMO TAG CHIK SHAMPOO
TP 42 134 2604 23.61 0
COCA COLA INDIA LTD
PROMO TAG COCA COLA INDIA
TP 64 167 3162 28.66 0

53. + Output
TNrest 1 Mn.+ .1 to 1 Mn.
TN *Chennai TN-07
TG :1 [CS 15+ YRS]
Universe 1874 4478 5172 11524
Sample 386 743 700 1829
GRP 000s 17885 49728 65671 133285
GRP 954.55 1110.58 1269.64 1156.6
Avg. Freq. 11.14 13.33 14.93 13.69
Cumm Cost 0 0 0 0
Spot CPRP 0 0 0 0
Cumm CPRP 0 0 0 0
Reach 000s 1606 3731 4398 9736
1+ 86 83 85 84
2+ 80 78 77 78
3+ 71 72 73 72
4+ 64 66 67 66
5+ 58 60 62 61
6+ 52 52 57 54
7+ 47 49 52 50
8+ 42 44 49 46
9+ 38 42 45 43

54. + Output
KAR .1 to 1 Mn. 1 Mn.+
Kerala Kerala .1 to 1 Mn. 1 MAH .1 to 1 Mn. 1 Mn.+ .1 to 1 Mn.
MAHrest Mn.+ TNrest TN WBrest 1 Mn.+.1 to 1 Mn.
WB
TG :1 [F 25+ABC CS]
Universe 834 210 514 780 739 507 837 124 515
Sample 168 77 92 150 141 116 197 90 80
GRP 000s 14259 3702 7957 8216 8106 4352 11374 1531 7568
GRP 1708.89 1760.06 1549.29 1052.65 1097.19 857.63 1358.99 1230.53 1469.15
Avg. Freq. 19.07 21.17 18.23 14.14 14.45 10.39 16.13 14.94 16
Cumm Cost 40047400 40047400 40047400 40047400 40047400 40047400 40047400 40047400 40047400
Spot CPRP42575.65 1667.89 1231.22 18610.46 1605.98 2027.2 26990.47 7234.63 35964.99
Cumm CPRP 23434.81 22753.44 25848.86 38044.48 36500.11 46695.3 29468.59 32544.88 27258.81
Reach 000s 748 175 437 581 561 419 705 102 473
1+ 90 83 85 74 76 83 84 82 92
2+ 84 80 84 62 59 77 79 67 79
3+ 81 77 79 56 52 69 73 60 71
4+ 79 76 74 52 50 58 67 56 67
5+ 75 72 72 48 46 57 56 50 63
6+ 72 69 70 45 42 52 49 47 58
7+ 70 68 60 41 37 45 47 47 53
8+ 66 64 58 34 34 42 45 43 52
9+ 65 62 55 29 32 36 40 40 49

55. +
Television Planning

56. +
1. Defining the parameters
 Period : Latest 4 weeks (Oct’2004)
 Area : Bom, Del, Che, Ahm, Bgl,… All 18 markets
 Channel : DD1, Star plus Zee TV, Sony TV, Zee Cinema, Set Max,
Sun, Raj …..
 TA : All Adults, SEC A-E, 15+yrs

57. +
2. Genre/ Vehicle Selection
 On the basis of Genre share in our TG as compared to the Universe
 Role of Genres identified – Reach Builders, Reach Boosters,
Frequency and Special Properties
 Within Reach Genres we look at specific channels based on
Channel performance/ Share
 Within the Reach channels, we look at CPRP performance by
programme
 On Niche channels, the skew of the channel on our TG and the ER
rather than CPRP play a role

58. +
The Optimisation Grid
Low CPRP Med CPRP Hi CPRP
Hi TVR 1 2 3
Med TVR 2 3 4
Low TVR 3 4 4

59. +
3. Plan buildup checks include…
 Incremental reach of various Channels/ programmes
 Any anomalies in the data (caused by special events)
 Adherence to plan CPRP’s targeted

60. +
3a. Programme ratings
 Procure ratings of programs using Program Analysis module of
TAM
 Average the program ratings across 4 weeks

61. +
Programme Genre Day(s) Start Time End Time Prog Perf
KYUNKI SAAS BHI KABHI BA Serials MTWTh 22:30 23:00 6.4
KAHAANI GHAR GHAR KI Serials MTWTh 22:00 22:30 5.7
BIDAYI Serials MTWTh 21:00 21:30 5.2
SAIBABA Mythological/Costume Dramas S 20:00 21:00 4.7
PRITHVIRAJ CHAUHAN Mythological/Costume Dramas SFSa 21:00 21:30 4.6
KAYAMATH Serials MTWTh 23:00 23:30 4.5
BAA BAHOO AUR BABY Serials SFSa 21:30 22:00 4.0
KASTURI Serials MTWTh 21:30 22:00 4.0
KASAUTII ZINDAGII KAY Serials MTWTh 20:30 21:00 3.9
CHHOTE USTAD-STAR VOICE OF IND Talent Search/Feats FSa 22:00 23:30 2.6
JAI MAA DURGA Mythological/Costume Dramas Sa 20:00 21:00 2.3
SANTAN Serials MTWTh 19:30 20:00 2.3
SANGAM Serials MTWTh 19:00 19:30 2.2
RAJA KI AAYEGI BAARAT Serials MTWTh 20:00 20:30 2.2
KAYAMATH Serials MTWTh 15:30 16:00 2.0
KARAM APNAA APNAA Serials MTWThF 14:00 14:30 1.9
KUMKUM Serials MTWThF 13:00 13:30 1.9
HFF-Sat Feature Films Sa 16:00 19:30 1.8
KYUNKI SAAS BHI KABHI BA Serials MTWTh 15:00 15:30 1.8
KAHO NA YAAR HAI Game Shows/Quiz F 20:00 21:00 1.7
SAARRTHI Serials MTWThF 14:30 15:00 1.7
BHABHI Serials MTWThF 13:30 14:00 1.7
MERI AWAZ KO MIL GAYI ROSHNI Serials MTWTh 20:00 20:30 1.6
AEK CHABHI HAI PADOSS ME Serials FSa 19:30 20:00 1.2
KARAM APNAA APNAA Serials MTWThF 23:30 00:00 1.2
KASAUTII ZINDAGII KAY Serials MTWTh 12:30 13:00 0.9
KRISHNA KATHAIYEN Mythological/Costume Dramas S 09:00 10:00 0.7
BIDAYI Serials MTWTh 12:00 12:30 0.7
Morning RODP Mon-Thurs 7:00-12:00 7:00-12:00
Daytime RODP Fri 7:00-19:00 7:00-19:00
Daytime RODP Sat 7:00-19:00 7:00-19:00
Daytime RODP Sun 7:00-19:00 7:00-19:00
Disney hour Mon to sat 1000 to 1100
RODP Mon-Thurs 16:00 - 19:00

62. +
Programme Genre Day(s) Start Time End Time Prog Perf Brk TVR
KYUNKI SAAS BHI KABHI BA Serials MTWTh 22:30 23:00 6.4 5.3
KAHAANI GHAR GHAR KI Serials MTWTh 22:00 22:30 5.7 5.1
BIDAYI Serials MTWTh 21:00 21:30 5.2 4.7
SAIBABA Mythological/Costume Dramas S 20:00 21:00 4.7 4.2
PRITHVIRAJ CHAUHAN Mythological/Costume Dramas SFSa 21:00 21:30 4.6 4.1
KAYAMATH Serials MTWTh 23:00 23:30 4.5 3.7
BAA BAHOO AUR BABY Serials SFSa 21:30 22:00 4.0 3.4
KASTURI Serials MTWTh 21:30 22:00 4.0 3.5
KASAUTII ZINDAGII KAY Serials MTWTh 20:30 21:00 3.9 3.6
CHHOTE USTAD-STAR VOICE OF IND Talent Search/Feats FSa 22:00 23:30 2.6 1.8
JAI MAA DURGA Mythological/Costume Dramas Sa 20:00 21:00 2.3 2.0
SANTAN Serials MTWTh 19:30 20:00 2.3 2.0
SANGAM Serials MTWTh 19:00 19:30 2.2 1.9
RAJA KI AAYEGI BAARAT Serials MTWTh 20:00 20:30 2.2 2.0
KAYAMATH Serials MTWTh 15:30 16:00 2.0 1.8
KARAM APNAA APNAA Serials MTWThF 14:00 14:30 1.9 1.7
KUMKUM Serials MTWThF 13:00 13:30 1.9 1.7
HFF-Sat Feature Films Sa 16:00 19:30 1.8 0.8
KYUNKI SAAS BHI KABHI BA Serials MTWTh 15:00 15:30 1.8 1.6
KAHO NA YAAR HAI Game Shows/Quiz F 20:00 21:00 1.7 1.3
SAARRTHI Serials MTWThF 14:30 15:00 1.7 1.5
BHABHI Serials MTWThF 13:30 14:00 1.7 1.5
MERI AWAZ KO MIL GAYI ROSHNI Serials MTWTh 20:00 20:30 1.6 1.4
AEK CHABHI HAI PADOSS ME Serials FSa 19:30 20:00 1.2 1.0
KARAM APNAA APNAA Serials MTWThF 23:30 00:00 1.2 0.9
KASAUTII ZINDAGII KAY Serials MTWTh 12:30 13:00 0.9 0.9
KRISHNA KATHAIYEN Mythological/Costume Dramas S 09:00 10:00 0.7 0.5
BIDAYI Serials MTWTh 12:00 12:30 0.7 0.6
Morning RODP Mon-Thurs 7:00-12:00 7:00-12:00 0.2
Daytime RODP Fri 7:00-19:00 7:00-19:00 0.4
Daytime RODP Sat 7:00-19:00 7:00-19:00 0.4
Daytime RODP Sun 7:00-19:00 7:00-19:00 0.5
Disney hour Mon to sat 1000 to 1100 0.1
RODP Mon-Thurs 16:00 - 19:00 0.7

63. +
3b. Calculate CPRP
Programme Genre Day(s) Start Time End Time Prog Perf Brk TVR Rates CPRP
KYUNKI SAAS BHI KABHI BA Serials MTWTh 22:30 23:00 6.4 5.3 93500 17501
KAHAANI GHAR GHAR KI Serials MTWTh 22:00 22:30 5.7 5.1 68000 13411
BIDAYI Serials MTWTh 21:00 21:30 5.2 4.7 51000 10839
SAIBABA Mythological/Costume Dramas S 20:00 21:00 4.7 4.2 51000 12196
PRITHVIRAJ CHAUHAN Mythological/Costume Dramas SFSa 21:00 21:30 4.6 4.1 59500 14624
KAYAMATH Serials MTWTh 23:00 23:30 4.5 3.7 34000 9304
BAA BAHOO AUR BABY Serials SFSa 21:30 22:00 4.0 3.4 51000 14958
KASTURI Serials MTWTh 21:30 22:00 4.0 3.5 51000 14569
KASAUTII ZINDAGII KAY Serials MTWTh 20:30 21:00 3.9 3.6 42500 11873
CHHOTE USTAD-STAR VOICE OF IND Talent Search/Feats FSa 22:00 23:30 2.6 1.8 51000 28814
JAI MAA DURGA Mythological/Costume Dramas Sa 20:00 21:00 2.3 2.0 42500 21164
SANTAN Serials MTWTh 19:30 20:00 2.3 2.0 17000 8341
SANGAM Serials MTWTh 19:00 19:30 2.2 1.9 17000 8726
RAJA KI AAYEGI BAARAT Serials MTWTh 20:00 20:30 2.2 2.0 34000 16738
KAYAMATH Serials MTWTh 15:30 16:00 2.0 1.8 15300 8609
KARAM APNAA APNAA Serials MTWThF 14:00 14:30 1.9 1.7 22100 13159
KUMKUM Serials MTWThF 13:00 13:30 1.9 1.7 20400 12245
HFF-Sat Feature Films Sa 16:00 19:30 1.8 0.8 6800 8957
KYUNKI SAAS BHI KABHI BA Serials MTWTh 15:00 15:30 1.8 1.6 18700 11468
KAHO NA YAAR HAI Game Shows/Quiz F 20:00 21:00 1.7 1.3 68000 51000
SAARRTHI Serials MTWThF 14:30 15:00 1.7 1.5 18700 12299
BHABHI Serials MTWThF 13:30 14:00 1.7 1.5 20400 13835
MERI AWAZ KO MIL GAYI ROSHNI Serials MTWTh 20:00 20:30 1.6 1.4 20400 14823
AEK CHABHI HAI PADOSS ME Serials FSa 19:30 20:00 1.2 1.0 17000 17824
KARAM APNAA APNAA Serials MTWThF 23:30 00:00 1.2 0.9 10200 11392
KASAUTII ZINDAGII KAY Serials MTWTh 12:30 13:00 0.9 0.9 10200 11220
KRISHNA KATHAIYEN Mythological/Costume Dramas S 09:00 10:00 0.7 0.5 6800 13333
BIDAYI Serials MTWTh 12:00 12:30 0.7 0.6 7650 13190
Morning RODP Mon-Thurs 7:00-12:00 7:00-12:00 0.2 850 5313
Daytime RODP Fri 7:00-19:00 7:00-19:00 0.4 1530 3477
Daytime RODP Sat 7:00-19:00 7:00-19:00 0.4 2040 5514
Daytime RODP Sun 7:00-19:00 7:00-19:00 0.5 5950 12396
Disney hour Mon to sat 1000 to 1100 0.1 4590 41727
RODP Mon-Thurs 16:00 - 19:00 0.7 3400 4789

64. +
The Optimisation Grid
Low CPRP Med CPRP Hi CPRP
Baa Bahoo, Kasturi,
Kasauti, Kayamath,
Hi TVR Prithviraj, Sai Baba,
Bidayi, Kahani,
Kyunki
Sangam, Raja Ki, Jai Maa Durga
Santan
Med TVR
Morn RODP, Daytime Chhote Ustaad Disney Hour,
RODP, Krishna Kaho na Yaar,
Low TVR Kath, Bidayi®, HFF
Sat, Karam Apna,
Kasauti®, Meri Awaz

65. +
4. Iterative plan build-up
Least CPRP pgm Kayamath
Additional spot on Next most Cost
least CPRP pgm Effective pgm
Kayamath Bidayi
Plan built iteratively to maximise reach at lowest cost for
every program added to plan

66. Deciding the number of spots/day for
other network channels
VH1 -20/day Nick – 10/day
MTV – 10 /day IBN Lokmat – 12/day
IBN 7 – 12/day CNN IBN – 15/day
Awaaz – 16/day CNBC – 10/day

67. + 5. Plan building
CS F ABC 15-34 Reach
Channel 1+ Sp Rs L
STAR PLUS 19 9
ZEE TV 28 14
ZEE CINEMA 22 8
Star Gold 23 7
Zoom 2 1
ZEE MARATHI 6 3
Zee Talkies 2 0
North West mkt
Reach CS F ABC 15-34
Channel GRP Avg. Freq. 1+ 2+ 3+
STAR PLUS 31 1.6 19 7 3
STAR PLUS+ZEE TV 89 2.3 39 22 12
STAR PLUS+ZEE TV+ Zee
cinema 137 2.8 49 33 19
STAR PLUS+ZEE TV+ Zee
cinema+Star Gold 182 3.2 57 39 27
STAR PLUS+ZEE TV+ Zee
cinema+Star Gold+Zoom 184 3.2 57 40 27
STAR PLUS+ZEE TV+ Zee
cinema+Star Gold+Zoom+zee
Marathi 204 3.4 59 42 30
STAR PLUS+ZEE TV+ Zee
cinema+Star Gold+Zoom+zee
Marathi+Zee Talkies 206 3.5 59 43 30

68. Optimising within the Viacom
network…
Market: All India
Channel GRP Avg. Freq. 1 + 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10 +
C+N 276 6.81 41 31 25 21 18 15 14 12 11 9
C+Nick+MTV 310 6.94 45 34 28 24 20 17 15 13 12 11
C+Nick+MTV+IBN7 324 6.99 46 36 29 24 21 18 16 14 12 11
C+Nick+MTV+IBN7+CNN IBN 330 7.01 47 36 29 25 21 18 16 14 13 11
C+Nick+MTV+IBN7+CNN
IBN+Lokmat 334 6.96 48 37 30 25 21 19 16 15 13 11
C+Nick+MTV+IBN7+CNN
IBN+Lokmat+Awaaz 338 6.99 48 37 30 25 22 19 16 15 13 12
C+Nick+MTV+IBN7+CNN
IBN+Lokmat+Awaaz+Vh1 341 6.99 49 38 30 26 22 19 16 15 13 12
C+Nick+MTV+IBN7+CNN
IBN+Lokmat+Awaaz+TV18 343 6.98 49 38 30 26 22 19 17 15 13 12
Drop Awaaz and CNBC

69. +
6. Final Media Plan reports
 Market wise deliveries
 Channel wise GRP’s by Market
 Channel wise incremental reach
 Overall Planned CPRP
 PT:NPT and DD:C&S weights

70. +
The journey of a TV plan
Date Activity
10th -12th Implementation plan brief from Client
13th Clarifications on Brief
14th – 17th Plan Optimisation
18th Implementation plan sent to Client
19th – 22nd Plan Changes and iterations
23rd Approval of Plan
24th Schedule sent to Client and approved
25th Final Sales Schedule sent
25th Spots adwised
26th – 28th Bookings logged and Value ads worked out
26th – 30th Confirmations and Make Goods
1st - Monitoring and Make Goods

71. +
Buying on TV

72. +
Steps followed
Activity Brief Given by client outlining
all major activities for the year

73. +
Steps followed
Activity Brief
Agency recommends media
Media recommendation selection and budgets for activity

74. +
Steps followed
Activity Brief
Media recommendation
Budget allocation Given by client

75. +
Steps followed
Activity Brief
Media recommendation
Budget allocation
Agency works out plans by media
Annual plans
and the requirements

76. +
Steps followed
Activity Brief
Media recommendation
Budget allocation
Annual plans
Annual deals Multi iteration process

77. +
The buying process - TV
 Role of channels
 Genre selection
 Genre allocation
 Determining benchmarks
 Our approach to buying
 Channel background

78. +
Role of channels
 Channels categorised as ‘Reach’ and ‘Niche’ channels
 Reach channels: provide mass reach, essentially soaps on Star Plus; Sony;
Zee; Hindi News (Aaj Tak); HFF
 Niche channels: provide frequency build-up and creation of customized
properties. CNBC; Channel V; EFF; etc.
 Chosen on
 performance of respective channels within each genre
 proposals from respective channels fitting with brand proposition
and needs

79. +
Channel categorisation norms
 Reach is the criteria that we use to differentiate between reach and
niche channels
 Channels with potential reach > 50% (in our C&S TG) = Reach
channels
 Within reach channels, categorise as General Interest channels and
movie and news genre channels as specialised channels
 Others = Niche channels

80. +
Channels categorised
All India Regional
Star Plus, Sony, Zee Eenadu, Gemini
Reach
GI
Aaj Tak, MAX, Zee
Cinema, Star Gold
Reach
specialist
SAB TV, All News
(W/o Aaj Tak),
Niche Infotainment, Music,
Sahara
Cricket/ Budget
Spl
Events

81. +
Genre selection
 Step 1: Based on the TG definition and the communication requirement,
channel genres were selected
 Step 2: Keeping the brand and the constraints in mind, we are
staying away from Religious, sports and the ‘others’ genre
 These account for roughly 14% of the total viewing time
RELIG
1%
OTHERS
SPORTS ENG MOV
1%
12% 2%
NICHE
3% GI HIN
NEWS 31%
8%
INFO
HIN MOV
2%
21%
MUS GI REG
3% 16%

82. +
Genre allocation
 For each of the VAS/product we arrived at the GRP dispersion by channel,
based on
 Last year’s GRP contribution of the channels for the cellular Category basis which
CPRP’s were arrived at
 VAS specifications of Genre Mix last years GRP contribution channel mix
 On the basis of the GRP dispersion we arrived at the spends required per
genre
 For eg,
 GRP’s reqd - 100
 Reach genre - 60
 CPRP for Reach genre - Rs 35000/-
 Hence investment on Reach genre = 35000 x 60 x ACD

83. Channel selection
90 Reach % Time spent 500
80 450
70 400
60 350
300
50
250
40
200
30 150
20 100
10 50
0 0
Sahara
Sony
StarPlus
SAB
ZeeTV
Viewer spends 4 times more time on Star Plus compared to Sony & Zee
=> Star to be main driver channel. Other channels for incremental reach

84. +
Set benchmarks
 REACH CHANNELS (past benchmarks)
 Focus on bettering deals within the same outlays as previous year
 Gradually increase the monies allotted to these channels to maximize
weeks on air
 Improve prime time component, sponsorships, lower effective rates and
CPRP
 FREQUENCY/NICHE CHANNELS (past benchmarks)
 Focus on bettering the properties and ground events within the same
outlays as last year
 Take a stance with the existing channels that better deals with on-ground
events have been received from channels that lost out on Idea deals last
year

85. +
Set benchmarks
 REACH CHANNELS (quarterly deals last year) and
 FREQUENCY/NICHE CHANNELS (quarterly deals last year)
 Benefits on account of up front commitment for annual deals
 Improve prime time component, lower effective rates by adding
additional allocated monies gradually
 Flexibility in choosing properties, with first right of refusal on special
events, programmes and blockbusters. This is to safeguard our interest if
any interesting property comes up during the year

86. +
Setting the ball rolling
 Written brief sent to every media partner =>every partner given the
option to pitch for the allotted budget
 For reach channels, ER and CPRP used as the measure for evaluation
 For frequency/niche channels properties built around Idea and
ground events associated with the properties evaluated

87. +
Brief – Star Plus
ANNUAL DEAL - Aug’03-Mar’04
 Media investment - Rs. 5,85,00,920
 FCT availed - 12400
 Prime:Non prime - 34:66
 ER - 47178
 CPRP - 21720
 Value additions
 8 wks Asso spon of Kehta Hai Dil Tue/21.00
 8 wks Asso Spon of Kahin Kisi Roz Mon-Thu/23.30
 8 wks Asso Spon of Saara Akash Thu/21.00

88. +
Going forward – Media requirements
ANNUAL DEAL - Apr’04-Mar’05
 Media investment - Rs. 540,00,000
 ACD - 30 sec
 Prime:Non prime - 50:50
 Prime (20:00-24:00, No spots to appear post 24:00)
 Nonprime (08:00-20:00) only on weekends
 Weekday:Weekend - 50:50
 CPRP - 19725 (Normalised to 10 sec)
 Value additions
 Association with prime time properties/events
 No. of properties to exceed previous years offering
 First right of refusal for sponsorship on Special properties (events/blockbusters)

89. +
Basis for negotiation
 Channel performance
 Competitive presence
 Plans for the year – big properties, exclusivity etc

90. +
Background
ANNUAL DEAL - Aug’03-Mar’04
 Media investment - Rs. 40,00,000
 FCT availed - 18180
 Prime:Non prime - 66:34
 ER - 2200
 Value additions
 IDEA SERIES
 13 wks series titled “IDEA” created around a unique programming line up (with 9-
10 promos across the day - 4 promos for 3 months)
 PR press screening in 3 cities (Del, Pun, Hyd). Discovery-Idea co branding at
screening and media kit
 13 wks Asso Spon of Science Frontiers Tue/20.00
 13 wks Asso Spon of Night Safari Sun/22.00

91. +
Going forward – Media requirements
ANNUAL DEAL - Apr’04-Mar’05
 Media investment - Rs. 40,00,000
 ACD - 30 sec
 Prime:Non prime - 80:20
 Prime (20:00-23:00)
 Nonprime (08:00-20:00) only on weekends
 Weekday:Weekend - 50:50
 Time bands to be selected as per our requirements
 ER - 1900/10 sec

92. + Going Forward - Media Reqmnts contd
 Value additions
 INNOVATIONS to be worked around the brand proposition “Stay connected.
An Idea can change your life”
 To create relevance of the brand proposition by showcasing how ideas
change the way people live work and play
 Association to go beyond sponsorships,tag on, branding
 Association with ground events within IDEA markets
 No. of properties to exceed previous years offering
 First right of refusal for sponsorship on Special properties
 All properties created for the brand become exclusive to the client to use at
their discretion

93. +
What we got eventually…
 13 episodes of Idea series to be aired later in the year
 This will air three times a week for 13 weeks
 Customised promo to run at a high frequency to drive viewership to the
programme
 ‘What’s the big Idea?’ contest to be aired during the episodes
 This contest promo would be used to create hype for the on-
ground+mobile+online contest
 The on-ground contest would run in 8 cities (exact cities TBC). Location for on-
ground would range from College campuses to Café Coffee Day outlets and other
hot-spots
 Screening of the series would be done in approximately 14 colleges across two
cities (Delhi and Pune) on 50 sqft screens
 Participants can write in and say what their big Idea is
 Winners with the best Ideas (5 in all) to be captured on air on the channel