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Q6B · Illustrate the concepts—Reach, Frequency and Message Weight—with appropriate examples

2025-02-25 · Semester V re-exam

Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7

2025-02-25 · Q6B · Previous-paper question. Illustrate the concepts—Reach, Frequency and Message Weight—with appropriate examples. [10 marks]

Answer

Reach, coverage, frequency and effective reach

Definition. Reach counts distinct people exposed at least once during a defined period. Frequency measures repeated exposures. Coverage describes the potential audience accessible through a medium or plan.

In simple words. Reach mein banda ek baar count; impressions mein har exposure count.

Swipe across the diagram to read its labels ↔
Reach counts people; impressions count every exposure
Diagram: Reach counts people; impressions count every exposure. Labels: Reach counts people; impressions count every exposure | Reach counts people; impressions count every exposure | A | Ad 1 | Ad 2 | Ad 3 | 3 seen | B | Ad 1 | Ad 2 | 2 seen | C | Ad 1 | 1 seen | D | 0 seen | E | 0 seen | Unique reach: A, B, C = 3 people out of 5 = 60% | Impressions: 3 + 2 + 1 = 6 Average frequency: 6 / 3 = 2
Reach, coverage, frequency and effective reach — follow the labels in order.

Understand it step by step

  1. Universe: first define the entire target audience and period. “60% reach” is meaningless without saying 60% of whom and over what duration.
  2. Unduplicated reach: a person exposed five times contributes one person to reach, not five. Overlap between media must be removed.
  3. Average frequency: divide total exposures by the number reached. It is an average among reached people; it need not be an integer.
  4. Effective reach: the percentage meeting a specified exposure threshold, for example at least three opportunities. The threshold is part of the plan, not a universal law.
  5. Attention and outcome: an opportunity to see is not proof of noticing, remembering or purchasing. Excess repetition may waste resources or create fatigue.
\text{Reach \%}=\frac{\text{unique people reached}}{\text{target population}}\times100LaTeX: \text{Reach \%}=\frac{\text{unique people reached}}{\text{target population}}\times100
\bar f=\frac{\text{gross exposures}}{\text{unique people reached}}LaTeX: \bar f=\frac{\text{gross exposures}}{\text{unique people reached}}

Continue to three complete reach / overlap examples →

See it in use

Gross impressions, rating and GRP

Definition. Gross impressions count all exposures, including repetitions. A rating expresses an audience as a percentage of a defined universe. Gross rating points sum rating points across insertions or equal reach percentage multiplied by average frequency for the same audience and period.

In simple words. Gross = repeat bhi count. GRP unique logon ka percent nahi hai.

Understand it step by step

  1. Impressions: if 2,000 people each have three exposures, they create 6,000 gross exposures. They still represent 2,000 unique people.
  2. Rating: divide the audience of a programme or insertion by its relevant universe and multiply by 100. Check whether the figure refers to people or households.
  3. GRP: multiply reach expressed as a percentage number, such as 60, by average frequency. 60 × 4 = 240 GRPs; do not use 0.60 in that version of the formula.
  4. Consistency: the reach-frequency formula requires matched target definition and period. Do not mix household ratings with person-based reach.
  5. Interpretation: GRP can exceed 100 because it counts repeated opportunities, not a population share. A high total does not prove unique reach or effectiveness.
\text{GRP}=R_{\%}\times\bar fLaTeX: \text{GRP}=R_{\%}\times\bar f
\text{Gross impressions}=\sum_i n_i f_iLaTeX: \text{Gross impressions}=\sum_i n_i f_i

See it in use

Worked examples for the requested measures

The original paper supplies no figures. The 16 May 2026 Q4(a) explicitly asks for examples showing calculations; the examples below use the faculty M2 notes pp27–28. State the assumptions and interpret each measure. CPM is not part of this question.

1. Reach: 3,000 distinct people out of 10,000

Faculty-note worked example: the values come from APR M2 notes p27. The question has been rewritten to teach the steps; this is not verbatim PYQ wording. Any practice-mark allocation is author-set.

Given

QuantityValue
Unique people reached3,000
Target population10,000
PeriodOne month

To find

Percentage of the target reached at least once.

Formula and why

R_{\%}=\frac{n}{N}\times100LaTeX: R_{\%}=\frac{n}{N}\times100

Here n is the distinct people reached and N is the whole target. Divide part by whole, then multiply by 100.

Step-by-step solution

Step 1. Substitute the two counts

R_{\%}=\frac{3000}{10000}\times100LaTeX: R_{\%}=\frac{3000}{10000}\times100

Step 2. Divide to obtain the share

\frac{3000}{10000}=0.3LaTeX: \frac{3000}{10000}=0.3

Step 3. Convert the share to a percentage

0.3\times100=30\%LaTeX: 0.3\times100=30\%

Final answer: 30% reach.

2. Average frequency: two distinct audience groups

Faculty-note worked example: the values come from APR M2 notes p27. The question has been rewritten to teach the steps; this is not verbatim PYQ wording. Any practice-mark allocation is author-set.

Given

GroupDistinct peopleExposures each
115003
215006

To find

Gross exposures, unduplicated reach and average frequency.

Formula and why

I=\sum_i n_i f_i,\qquad n=\sum_i n_i,\qquad\bar f=\frac{I}{n}LaTeX: I=\sum_i n_i f_i,\qquad n=\sum_i n_i,\qquad\bar f=\frac{I}{n}

Multiply each group size by its frequency; then add. The reach sum is valid because the question explicitly says the groups do not overlap.

Step-by-step solution

Step 1. Count exposures for group 1

1500\times3=4500LaTeX: 1500\times3=4500

Step 2. Count exposures for group 2

1500\times6=9000LaTeX: 1500\times6=9000

Step 3. Add all group exposures

4500+9000=13500LaTeX: 4500+9000=13500

Step 4. Count distinct people

1500+1500=3000LaTeX: 1500+1500=3000

Step 5. Divide exposures by people reached

\bar f=\frac{13500}{3000}=4.5LaTeX: \bar f=\frac{13500}{3000}=4.5

Final answer: Gross exposures = 13,500; reach = 3,000 people; average frequency = 4.5.

3. Message weight: gross impressions

Faculty-note worked example: the values come from APR M2 notes p28. The question has been rewritten to teach the steps; this is not verbatim PYQ wording. Any practice-mark allocation is author-set.

Given

GroupDistinct peopleExposures each
160005
260007
330003

To find

Gross exposures, unduplicated reach and average frequency.

Formula and why

I=\sum_i n_i f_i,\qquad n=\sum_i n_i,\qquad\bar f=\frac{I}{n}LaTeX: I=\sum_i n_i f_i,\qquad n=\sum_i n_i,\qquad\bar f=\frac{I}{n}

Multiply each group size by its frequency; then add. The reach sum is valid because the question explicitly says the groups do not overlap.

Step-by-step solution

Step 1. Count exposures for group 1

6000\times5=30000LaTeX: 6000\times5=30000

Step 2. Count exposures for group 2

6000\times7=42000LaTeX: 6000\times7=42000

Step 3. Count exposures for group 3

3000\times3=9000LaTeX: 3000\times3=9000

Step 4. Add all group exposures

30000+42000+9000=81000LaTeX: 30000+42000+9000=81000

Step 5. Count distinct people

6000+6000+3000=15000LaTeX: 6000+6000+3000=15000

Step 6. Divide exposures by people reached

\bar f=\frac{81000}{15000}=5.4LaTeX: \bar f=\frac{81000}{15000}=5.4

Final answer: Gross exposures = 81,000; reach = 15,000 people; average frequency = 5.4.

4. Message weight: gross rating points

Faculty-note worked example: the values come from APR M2 notes p28. The question has been rewritten to teach the steps; this is not verbatim PYQ wording. Any practice-mark allocation is author-set.

Given

ReachAverage frequencyTarget
75%5.420000

To find

GRP, reached people and impressions.

Formula and why

\text{GRP}=R_{\%}\bar fLaTeX: \text{GRP}=R_{\%}\bar f
n=\frac{R_{\%}}{100}N,\qquad I=n\bar fLaTeX: n=\frac{R_{\%}}{100}N,\qquad I=n\bar f

Use the percentage number in GRP. Divide it by 100 when finding a fraction of the population.

Step-by-step solution

Step 1. Calculate GRP

75\times5.4=405\text{ GRPs}LaTeX: 75\times5.4=405\text{ GRPs}

Step 2. Convert reach to a fraction

75\div100=0.75LaTeX: 75\div100=0.75

Step 3. Calculate unique people reached

0.75\times20000=15000LaTeX: 0.75\times20000=15000

Step 4. Calculate gross impressions

15000\times5.4=81000LaTeX: 15000\times5.4=81000

Final answer: 405 GRPs; 15,000 people; 81,000 gross impressions.