Fusion Inc

The Indian television industry is completely driven by viewership data collected, evaluated and released by BARC (Broadcast Audience Research Council of India). Data is the sole driver of all the investments made by advertisers on the television medium. It is very crucial that the broadcaster (TV Channel Owners) and brands must know and understand the television data science to justify their role in entire the eco-system. CPRP and CPT in advertising and media planning are terms which need to be concisely understood while planning media campaigns on television channels.   CPRP stands for Cost per Rating Point. It is the cost incurred to reach one individual in the targeted group of the brand. It is an indicative figure which gives the media planner an idea of the cost incurred in passing the brand message to one single individual in the defined target group. It is the cost of advertising time on television channel based on the price of time for a single rating point generated b...

Television holds the title of the largest mass medium for advertising for more than 60 years now and that designation has not been overtaken even after the entry and growth of internet medium. It is an imperative and consequential component of media planning because of its pervasiveness, impact, mass reach and targeting abilities. Albeit the world has come a long way in going digital, Television advertising still plays a paramount role when it comes to marketing products and services. Television has the properties of sight, sound, and motion that traditionally set it apart from other media such as radio or print. With its three-pronged assault on its viewers’ senses, TV is able to create broad awareness for a product or services.  So before we move ahead, let’s address a common and recent misconception that internet is replacing TV viewing. The entry of Netflix, Amazon, ALT Balaji, Viu, youtube etc. it has become a hot topic to anticipate the inevitable decay and demise of te...