48
figure 2.13 Duplicated Reach
SOV (share of voice)
-
How much communication effort behind one brand relative to another
-
%
of total advertising GRPs in category
SOE (share of expe nse)
-
How much spending behind one brand relative to another
-
%
of
total
advertising
spending
by
category
-
All TVC (5 second, 15 second, 30 second,etc) cost converted to 30 sec cost
Example
SOS, SOS Conv. 30 sec & SOV
Misteri Ilahi
Rate Card - 30 sec
20.000.000
Rating
10
Actual Cost
TVC
Cost
SOS
GRPs
SOV
Remark
Biskuit A - TVC 30
20.000.000
21%
10
25%
SOS < SOV
Efficient
Biskuit B - TVC 45
30.000.000
31%
10
25%
SOS > SOV
Inefficient
Biskuit C - TVC 60
40.000.000
42%
10
25%
SOS > SOV
Inefficient
Biskuit D - TVC 5
6.000.000
6%
10
25%
SOS < SOV
Efficient
96.000.000
40
Cost Converted
30 sec
TVC
Cost to 30 sec
SOS
GRPs
SOV
Remark
Biskuit A - TVC 30
20.000.000
25%
10
25%
SOS = SOV
Biskuit B - TVC 45
20.000.000
25%
10
25%
SOS = SOV
Biskuit C - TVC 60
20.000.000
25%
10
25%
SOS = SOV
Biskuit D - TVC 5
20.000.000
25%
10
25%
SOS = SOV
80.000.000
40
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