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【正文】 Home5 Non TV Total Total Rating 10％ 30％ 20％ 10 Media Basic Terminology 媒介基本術(shù)語 ? Target Audience Rating Point(TRP)目標(biāo)受眾收視率 ? The percentage of a target audience who have an opportunity to see a mercial. Also referred as Gross Rating Points ( GRP ) 是有機(jī)會讀某則廣告的目標(biāo)受眾的百分比，亦可稱作毛收視點 1個目標(biāo)受眾收視點 =目標(biāo)受眾的 1% 10個成人目標(biāo)收視點 =所有成人的 10% 10個女性目標(biāo)收視點 =所有女性的 10% Media Basic Terminology 媒介基本術(shù)語 ? Share of Audience節(jié)目受眾占有率 ? The percentage of the homes or individuals viewing or listening to TV or radio during a given time period 各頻道在特定的時段中所占有的觀眾 /聽眾占擁有電視機(jī)的總?cè)丝诘谋嚷? Media Basic Terminology 媒介基本術(shù)語 ? Example of TARP and Audience Share 目標(biāo)受眾收視點和受眾占有率舉例 Age Total Total Pop ViewersComposition (39。000) TARPs ShrBelow 15 1,162 569 250 22 44 178 15 311524 895 281 97 11 35 129 14 462534 1,896 762 244 12 29 373 20 49Shanghai TV Oriental TVSource: SRG How many TARPs did STV achieve(below 15)=250 / 1,162*100%=22 How many Audience Share did STV achieve(below 15)=250 / 569*100%=44 Media Basic Terminology 媒介基本術(shù)語 Example: Calculate the Total TRPs of A, B C area 計算以下地區(qū)的毛收視點 Target Audience : 500,000 Total TRPs of A : 350 Target Audience : 450,000 Total TRPs of B : 450 Target Audience : 750,000 Total TRPs of C : 250 Media Basic Terminology 媒介基本術(shù)語 Target Audience : 500,000 Total TRPs of A : 350 Target Audience : 450,000 Total TRPs of B : 450 Target Audience : 750,000 Total TRPs of C : 250 How much are these three areas’ total TRPs? 這三個地區(qū)的目標(biāo)對象總收視點是多少？ Media Basic Terminology 媒介基本術(shù)語 Target Audience : 500,000 Total TRPs of A : 350 Target Audience : 450,000 Total TRPs of B : 450 Target Audience : 750,000 Total TRPs of C : 250 How much are these three areas’ total TRPs? 這三個地區(qū)的目標(biāo)對象總收視點是多少？ They are not 350+450+250=1050 不是 350+450+250=1050 Media Basic Terminology 媒介基本術(shù)語 Target Audience : 500,000 Total TRPs of A : 350 Target Audience : 450,000 Total TRPs of B : 450 Target Audience : 750,000 Total TRPs of C : 250 How much are these three areas’ total TRPs? 這三個地區(qū)的目標(biāo)對象總收視點是多少？ The answer is答案是 ( 500,000*350%+450,000*450%+750,000*250%) / (500,000+450,000+750,000)*100=332 TRPs Don’t sum up the total TARP’s of different media! 不要把不同媒介的 TARP’s相加 Don’t sum up the total TARP’s of different media! 不要把不同媒介的 TARP’s相加 Different Medium has different function and nature 不同的媒體有不同的作用和特質(zhì) Media Basic Terminology 媒介基本術(shù)語 ? Reach ( Net Reach )凈到達(dá)率 ? It is a measure of how many different households or audience members were exposed at least one time to one or more media vehicles over a period of time ( usually four weeks ) 在對象消費者中，在一定的期間內(nèi)（通常指的是 4周），暴露于任何廣告至少一次的非重復(fù)性人口比率 ? Reach differs from gross rating points in that the latter is a duplicated figure, whereas rea
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