Berechnungshilfen für Media-Kennzahlen

Posted on Juni 11 2010 by Andreas Rommel

In diesem Artikel möchte ich darstellen wie verschiedene Kennzahlen wie GRP, TKP oder OTS berechnet werden können und welche Kennzahlen hierfür nötig sind. Dieser Artikel soll stetig wachsen und damit auch auf aktuelle Fragen eingehen. Bin also offen für jegliche Fragen die sich auf dieses Thema beziehen. Ich werde versuchen, darauf detailiert einzugehen und bin natürlich über Feedback dankbar. Die gegebenen Kennzahlen werden in der Formel fett & kursiv geschrieben.

Allgemeine Beispiele:

1. GRP (Brutto-Reichweite in %)

 Alternative 1: Brutto-Reichweite einer Schaltung in Mio. 100 / Potential der Zielgruppe in Mio.

Alternative 2: Netto-Reichweite in % x Ø-Kontakt (OTS / OTH)

Alternative 3: Budget einer Werbeschaltung in Euro / CpGRP einer Werbeschaltung in Euro

[WICHTIG: Die Zusammenfassung von GRPs bzw. Butto-Reichweiten durch Addition / Kumulation ist möglich, dennoch gilt bei nur einer Einschaltung: GRP = Netto-Reichweite in %]

2. TKP (Tausend-Kontakt-Preis) in Euro

 Alternative 1: Budget einer Werbeschaltung in Euro / Brutto-Reichweite dieser Schaltung in Mio. / 1.000

Alternative 2: CpGRP einer Werbeschaltung in Euro / Potential der Zielgruppe in Mio. / 10

3. CpGRP (Kosten pro GRP)

 Alternative 1: Budget einer Werbeschaltung in Euro / GRP (Brutto-Reichweite in %) dieser Schaltung

Alternative 2: TKP einer Werbeschaltung in Euro x Potential der Zielgruppe in Mio. x 10

4. Netto-Reichweite

Alternative in %: Netto-Reichweite in Mio. x 100 / Potential der Zielgruppe in Mio.

Alternative in Mio.: Potential der Zielgruppe in Mio. x Netto-Reichweite in % / 100

5. OTS / OTH (Ø-Kontakt)

GRP (Brutto-Reichweite in %) dieser Schaltung / Netto-Reichweite in %

6. Potential der Zielgruppe in Mio.

Brutto-Reichweite dieser Schaltung in Mio. x 100 / GRP (Brutto-Reichweite in %) dieser Schaltung

7. TNP (Tausend-Nutzer-Preis) in Euro

Budget einer Werbeschaltung in Euro / Netto-Reichweite dieser Schaltung in Mio. / 1.000

8. Affinität in %

Brutto-Reichweite dieser Schaltung in Mio. einer ZielgruppeBrutto-Reichweite dieser Schaltung in Mio. in einer Vergleichszielgruppe x 100

9. Affinitätsindex

Alternative 1: Affinität in % /Anteil der Zielgruppe an der Gesamtbevölkerung in % x 100

Alternative 2: GRP (Brutto-Reichweite in %) dieser Schaltung einer ZielgruppeGRP (Brutto-Reichweite in %) dieser Schaltung in einer Vergleichszielgruppe x 100

10. Brutto-Reichweite (Kontaktsumme)

Alternative 1: Netto-Reichweite in Mio. x Ø-Kontakt (OTS / OTH)

Alternative 2: GRP (Brutto-Reichweite in %) x Potential der Zielgruppe in Mio. / 100

Alternative 3: Budget einer oder aller Werbeschaltung in Euro x 1.000 /  TKP dieser Werbeschaltung/-en in Euro

Beispiele für das Medium TV:

1. Budget eines Werbespots in Euro äquivalent 30″

 Alternative 1: Budget eines Werbespots in Euro / Disproportionalitätsindex / Spotlänge des Spots x 30 x 100

Alternative 2: 30″ CpGRP eines Werbespots in Euro x GRP (Brutto-Reichweite in %) dieses Spots

2. GRP eines Werbespots äquivalent 30″ (30″ GRP)

 Alternative 1: GRP (Brutto-Reichweite in %) eines Spots / 30 x Spotlänge des Spots / 100 x Disproportionalitätsindex

Alternative 2: GRP (Brutto-Reichweite in %) eines Spots x CpGRP dieses Spots in Euro / 30″ CpGRP dieses Spots in Euro

Beispiele für das Medium Print:

1. TAP (Tausend-Auflage-Preis) in Euro

Budget einer Anzeige in Euro x 1.000 / Verkaufte Auflage (oder Verbreitete Auflage)

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