We at iDubba are always striving to bring some really cool analysis on TV programs and viewership data. In an approach to take it further in that direction we are starting a special section on our blog today which will be authored by Ruchi.
Let us give you a back ground in same context-
TRPs & GRPs – Numbers do Wonders !!
The Target rating point (or TRP) is an audience measurement criterion of rating points that indicates the popularity of a television channel or program. The TRP measure helps advertisers decide which TV channels and programs to place their advertising in.
The TRP is a measure of the purchased points representing an estimate of the component of the target audience within the gross audience. Similar to the gross rating point (GRP), it is measured as the sum of ratings achieved by a specific media vehicle (e.g. TV channel or program) of the target audience reached by an advertisement. For example, if an advertisement appears more than once, reaching the entire gross audience also, the TRP figure is the sum of each individual GRP, multiplied by the estimated target audience in the gross audience.
The TRP and GRP metrics are both critical components for determining the marketing effectiveness of a particular advertisement.
TRP suggests which particular show is on number one position, while, GRP suggests which channel is on number one. There might be just one show of a channel in top 10 shows, but still it could be on number 2 position, as its over-all GRPs are high.
Collection of TV audience measurement data in India
Presently, INTAM (Indian television audience measurement) is the only electronic rating agency functioning in India. INTAM uses two methodologies for calculating TRPs.
The first is frequency monitoring, in which ‘people meters‘ are installed in sample homes. People meters are electronic devices, which continuously record data about the TV channels watched by household members. The ‘people meter’ is an expensive piece of equipment and is currently imported. It reads the frequencies of TV channels, which are later decoded into the name of the channels. INTAM prepares national data on the basis of these sample homes readings. There is a drawback in the technique, as cable operators frequently change the frequencies of channels before sending signals to homes. It may be very misleading to read a channel according to a particular frequency even if the down-linking frequency is same all over India.
The second technique is more reliable and relatively new to India. Via a picture-matching technique, the people meter continuously records a small portion of the picture that is being watched on that particular television set. Along with this, INTAM also records all the channels’ data in the form of the small picture portion. Data collected from the sample homes is later on matched with the main databank to interpret the TV channel name, in order to produce national ratings.
Why are these numbers so ‘important’?
WEDNESDAY!!! The day the Television industry gets its results for their last week’s performance. The day can be termed as terrific or a terrible for any show based on its performance. It makes us realize about the role TRP’s play in the decision making of the show.
The above ratings are a help to many people. Firstly, it gives an idea to the Producers as to how many people watch their shows. Secondly, it defines which slot works best for a particular TV channel. Thirdly, analyzing this information helps advertisers to market their products on the ‘perfect’ timing to hit their target audience. To viewers, these might be just numbers, but to media professionals, these numbers are an integral part. These numbers can actually make or break a show. Channel these days, do not believe in experimenting for a long time. It changes a particular track if the ratings for one week or maximum two weeks are declining. Everybody involved in the making of TV shows are working round the clock to deliver their best and every Wednesday when the ratings are out, few are happy, few are sad. But that’s the way industry functions. If the TRPs increase, there is profit to the channel as well as the producers and if it declines, it’s otherwise.
Don’t mistakenly think ratings are everything. At times, there are shows with high ratings but hardly people around you know about it. And there are shows with not so high ratings, but everybody around you is talking about that show. So, there is a difference between ‘the-most-viewed-show’ and ‘the-most-talked about-show’. According to me, Diya Aur Baati Hum and Bade Acche Laggte Hain, respectively, are the best examples to describe this!
And I’m sure, all the ardent fans of the show would be very curious to know how the show is doing TRP wise. It’s of course good to be updated.
The ratings are never dormant and there are unexpected changes every week. Let us see how the graph changes every week.
Stay tuned, we will bring you weekly analysis on this!!
[Note: This blog is co-authored by Ruchi, who will start writing a series of Blogs on iDubba from today onwards]