How will studies such as OTS Update and Peri Urban benefit media planners and buyers?
Studies such as OTS Update and Peri Urban provide timely accurate facets of the cable environment even in this era of cable blackouts. There have been several instances of TRPs remaining static whereas reach or connectivity has fallen down temporarily due to external factors. Earlier, people were clueless as they depended solely on TRPs – now they have an option. Also, planners and buyers must consider cost per household in addition to cost per rating point. Consider for instance, if one channel reaches 300 houses and the cost per spot is 100; the cost per household will be 100/300 = Rs 0.33. If some other channel reaches 100 homes and also has a cost per spot of 100, then the cost per household is Re 1 for getting the viewers. A third channel could deliver half the earlier TRP; but could reach out to 200 homes, and the cost per household would be Rs 0.50p. Various permutations and combinations could be possible if the reach variable is added. The cost per rating point concept goes for
