Average contact

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The average contact , in English Opportunity to see (OTS) on TV or Opportunity to hear (OTH) on radio, is a key figure in media planning . It is a measure of how often the people reached at least once were reached on average. The average contact is one of the three most important values ​​in media planning , along with the net reach and gross rating point (GRP) . With these three values, the advertising impact of an advertising campaign can be assessed at least superficially. The net reach indicates how many people in a target group were reached at least once. Multiple contacts, however, do not count. The information is given in percent.

Since the average contact is an average value, it is necessary to take a closer look at the contact distribution . Advertising campaigns are often planned with a desired minimum number of average contacts in order to get the advertising message across to the market . The range achieved in this way is then referred to as qualified range . Sometimes contact corridors - around 4 to 6 contacts - are set in order to generate a minimum number of contacts on the one hand, but also to avoid annoying consumers with excessive advertising pressure on the other . Only people who are within this corridor are then counted as qualified contacts.

The range and number of contacts cannot be optimized at the same time. Depending on the campaign goal, it must therefore be decided which of the two values ​​is the more valuable in each case: Should as many people as possible perceive the advertising message (for example, to make a new product known in the first place) or should the people who had contact with the message, should be addressed as often as possible (for example to remind them of the next purchase of frequently purchased goods). Depending on the specifications, the media planning must be designed accordingly.

The GRP (“Gross Rating Point”) is used in media planning to refer to the information on gross contacts , which means that every advertising contact with a person from the target group is calculated here, even if it is a multiple contact . GRP's are indexed and given as a dimensionless number. 100 GRP correspond to the target group size.

An example calculation:

  • The target group has a potential of 10 million people.
  • Of these 10 million people, 80% = 8 million were reached at least once (= 80% net reach).
  • These 8 million people from the target group were able to come into contact with the advertising message on average 3.5 times (3.5 OTS, average contacts).

In summary: 80 percent, i.e. 80 × 3.5 OTS results in 280 GRP (gross reach)

In other words: since 100 GRP means that the number of gross contacts has once reached the original target group size, a total of 2.8 (280/100) × 10 million gross contacts = 28 million contacts were achieved with the advertising message.

literature

  • Wolfgang J. Koschnick : Focus-Lexicon for advertising planning - media planning - market research - communication research - media research , 3 volumes, 3rd edition, Munich 2003, ISBN 3-9808574-0-9