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ITKN Know Radio Planning the Metrics 2018

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ITKN Know Radio Planning the Metrics 2018 The talk – and how the metrics play out Average ¼ hour listenership • Average number of people who have listened to a station in a quarter hour over a specific period of time e.g. hour or daypart: Cape Town 25 + Total Audience(000) 1,102 0600-0615 Mon-Fri Avg Qhr - Smile 90.4FM Audience(000) 4 0615-0630 Mon-Fri Avg Qhr - Smile 90.4FM Audience(000) 5 0630-0645 Mon-Fri Avg Qhr - Smile 90.4FM Audience(000) 6 0645-0700 Mon-Fri Avg Qhr - Smile 90.4FM Audience(000) 7 Total 22 Divided by 4 5.5 Average ¼ hour rating • Average number of people who have listened to a station in a quarter hour over a specific period of time e.g. hour or daypart, expressed as a percentage of target market: Cape Town 25 + Total Audience(000) 1,102 0600-0615 Mon-Fri Avg Qhr - Smile 90.4FM %Col 0.4 0615-0630 Mon-Fri Avg Qhr - Smile 90.4FM %Col 0.4 0630-0645 Mon-Fri Avg Qhr - Smile 90.4FM %Col 0.5 0645-0700 Mon-Fri Avg Qhr - Smile 90.4FM %Col 0.7 Total 2.0 Divided by 4 0.5 Average ¼ hours Smile FM Ave 1/4hrs 1.2 1.0 0.8 0.6 Rating 0.4 0.2 0.0 Mon-Fri Sat Sun Reach • Number of different people, within a target group, who have listened to a station over a particular period e.g. day, week, month (or to campaign or schedule) Results for Target Demographic: W Cape SEM 7 - 10 Campaign style: Full Summary Population '000s - selected 2 593 Sample - selected 2 588 Campaign Length: 2 weeks commencing 16 April 2018 Script Length: 1 x 30 Impacts Reach Reach Station '000s Ratings '000s % Av.Freq. Heart 1,660 64.0 403 15.5 4.12 Planning Data Source Report Date: 26-01-2018 D173A BRC RAM (Apr 17 - Sep 17) All Telmar Media Systems Pty Ltd. Respondents RadioMax 2.2.0.87 Reach builds across time channels and days Heart W Cape SEM 7-10 25.0 19.8 18.8 20.0 17.9 17.1 15.9 15.0 13.7 10.5 % Reach 10.0 5.0 3.5 .0 Mon AM drive Mon Tues Wed Thurs Fri Sat Sun Reach builds over weeks and months Heart W Cape SEM 7-10 35.0 32.5 30.9 28.9 30.0 26.6 24.9 23.7 25.0 22.1 19.8 20.0 15.0 % Reach 10.0 5.0 .0 1 week 2 weeks 3 weeks 1 month 6 weeks 3 months 6 months 1 Year Reach builds when you add stations W Cape SEM 7-10 60.0 50.0 40.0 30.0 % Reach 20.0 10.0 .0 Heart FM Plus KFM Plus GHFM Plus Smile Plus Cape Talk Plus Radio Sonder Grense But only if they have solus/exclusive listeners Reach builds when you add stations, but so does cost W Cape SEM 7-10 900 800 700 600 500 Index 400 300 200 100 0 Heart FM Plus KFM Plus GHFM Plus Smile Plus Cape Talk Plus Radio Sonder Grense Reach Cost Frequency (OTH) • Average number of times the audience, reached by a schedule, is exposed to the commercial Results for Target Demographic: W Cape SEM 7 - 10 Campaign style: Full Summary Population '000s - selected 2 593 Sample - selected 2 588 Campaign Length: 2 weeks commencing 16 April 2018 Script Length: 1 x 30 Impacts Reach Reach Station '000s Ratings '000s % Av.Freq. Heart 1,660 64.0 403 15.5 4.12 Planning Data Source Report Date: 26-01-2018 D173A BRC RAM (Apr 17 - Sep 17) All Telmar Media Systems Pty Ltd. Respondents RadioMax 2.2.0.87 Gross Rating Points (GRPs) • Total of all the ratings scheduled, within a target group, for a particular period e.g. daypart, week, month (or campaign or schedule) • Includes duplication Results for Target Demographic: W Cape SEM 7 - 10 Campaign style: Full Summary Population '000s - selected 2 593 Sample - selected 2 588 Campaign Length: 2 weeks commencing 16 April 2018 Script Length: 1 x 30 Impacts Reach Reach Station '000s Ratings '000s % Av.Freq. Heart 1,660 64.0 403 15.5 X 4.12 = Planning Data Source Report Date: 26-01-2018 D173A BRC RAM (Apr 17 - Sep 17) All Telmar Media Systems Pty Ltd. Respondents RadioMax 2.2.0.87 Gross Impressions or Impacts • Total of all exposures, within a target group, for a particular period e.g. daypart, week, month (or to campaign or schedule) Results for Target Demographic: W Cape SEM 7 - 10 Campaign style: Full Summary Population '000s - selected 2 593 Sample - selected 2 588 Campaign Length: 2 weeks commencing 16 April 2018 Script Length: 1 x 30 Impacts Reach Reach Station '000s Ratings '000s % Av.Freq. Heart 1,660 64.0 403 15.5 X 4.12 = Planning Data Source Report Date: 26-01-2018 D173A BRC RAM (Apr 17 - Sep 17) All Telmar Media Systems Pty Ltd. Respondents RadioMax 2.2.0.87 The math • % Reach x Av. Freq = Gross Rating Points • Reach 000s x Av. Freq = Gross Impressions Cost per point (CPP) • Cost of buying a single rating point, within a target group • Can be over a particular period e.g. day, week, month (or to campaign or schedule) Results for Target Demographic: W Cape SEM 7-10 Campaign style: Full Summary Population '000s - selected 2 593 Sample - selected 2 588 Script Campaign Length: 1 weeKs commencing 16 April 2018 Length: 1 x 30 (All Scripts) Target Target Impacts Reach Reach Campaign Totals 30"CPT 30"CPP '000s Ratings '000s % Av.Freq. Spots Cost Heart 104.9 FM 29 748 3,211 123.8 514 19.8 6.24 47 92670 Planning Filename Data Source Report Date: 26-01-2018 Telmar Media Systems Pty Ltd. Heart build.cmp D173A BRC RAM (Apr 17 - Sep 17) All Respondents RadioMax 2.2.0.87 Cost per thousand (CPT) • Cost of buying a a thousand impression, within a target group • Can be over a particular period e.g. day, week, month (or to campaign or schedule) Results for Target Demographic: W Cape SEM 7-10 Campaign style: Full Summary Population '000s - selected 2 593 Sample - selected 2 588 Script Campaign Length: 1 weeKs commencing 16 April 2018 Length: 1 x 30 (All Scripts) Target Target Impacts Reach Reach Campaign Totals 30"CPT 30"CPP '000s Ratings '000s % Av.Freq. Spots Cost Heart 104.9 FM 29 748 3,211 123.8 514 19.8 6.24 47 92670 Planning Filename Data Source Report Date: 26-01-2018 Telmar Media Systems Pty Ltd. Heart build.cmp D173A BRC RAM (Apr 17 - Sep 17) All Respondents RadioMax 2.2.0.87 CPP and CPT are interchangeable Kaya FM Gauteng Black 25+ 20,000 2.50 18,000 16,000 2.00 14,000 12,000 1.50 10,000 Rands 8,000 1.00 Randa 6,000 4,000 0.50 2,000 0 0.00 05:00-06:00 06:00-09:00 09:00-12:00 12:00-15:00 15:00-17:00 17:00-19:00 19:00-22:00 22:00-24:00 CPT CPP Rates are time channel based Kaya FM Gauteng Black 25+ 12,000 2.0 1.8 10,000 1.6 1.4 8,000 1.2 6,000 1.0 % Rands 0.8 4,000 0.6 0.4 2,000 0.2 0 0.0 Rate Rating CPPs/CPTs fluctuate Kaya FM Gauteng Black 25+ 18,000 16,000 14,000 12,000 10,000 8,000 Rands 6,000 4,000 2,000 0 CPP Average CPP A closer look at fluctuations Kaya FM Gauteng Black 25+ 10000 Drive Time Morning 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 CPP Average CPP CPPs/CPTs determine GRPs Kaya FM Gauteng Black 25+ Morning GRPs 105.8 -51.4 MorningCPP -60 -40 -20 0 20 40 60 80 100 120 CPPs/CPTs determine GRPs Gauteng SEM 8-10 Eng/Afr ZAR30,000 180 ZAR25,908 ZAR24,745 160 ZAR25,000 140 ZAR20,000 ZAR18,394 120 ZAR16,965 100 ZAR15,000 ZAR11,234 ZAR10,483 80 ZAR10,000 ZAR8,055 ZAR8,197 ZAR8,233 60 ZAR4,748 40 ZAR3,446 ZAR5,000 ZAR2,550 ZAR3,025 20 ZAR0 0 Jacaranda 947 RSG 702 Radio 5FM Kofifi FM Kaya FM Metro FM SAfm Classic FM Jozi FM YFM 99.2 FM 2000 97.2 95.9 102.7 GRPS 30"CPP Profile 1. Demographic composition of audience 2. Usually add up to 100% 3. NOT audience size Profile should not be confused with reach KZN KZN 35.0 60.0 30.0 50.0 25.0 40.0 20.0 30.0 15.0 Profile % Profile % Reach 10.0 20.0 5.0 10.0 0.0 0.0 SEM SEM SEM SEM SEM SEM SEM SEM SEM SEM 1 2 3 4 5 6 7 8 9 10 KZN East Coast Radio Lotus FM KN Hindvani East Coast Radio Lotus FM KN Hindvani Index (Selectivity) • Compares the performance of a station against a particular target market indexed upon a base population. • Indicates a bias towards a demographic group • Or whether a target market is more or less likely to listen to a station • 100 is the norm Index (Selectivity) Gagasi FM vs KZN 25.0 160 140 20.0 120 100 15.0 80 Index % Profile 10.0 60 40 5.0 20 0.0 0 SEM1 SEM2 SEM3 SEM SEM5 SEM6 SEM7 SEM8 SEM SEM10 KZN Gagasi FM Index Ongoing Conundrum Compromise Reach Frequency Frequency Budget Reach Impact Time Time Impact.
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