What does
the Zapr Index
look at
To comprehensively assess the effectiveness of brand TV campaigns, we looked at 4 key aspects of their TV commercials.
What goes into the 4C model?
4C
Coverage
Concentration
Competitive Edge
Cost Effectiveness
s
Coverage
Extent of the target audience reached and how well spread they were.
1. Overall reach (%)
What percentage of your target audience did your ad reach? How aware are they of your brand?
Reach penetration: Reach % =
Audience exposed to the ad in your target market*
Total audience in your target market
2. City-wise reach distribution
How well spread was the TVC reach among the audience?
Reach distribution index =
No. of cities in your target market with reach % above minimum reach threshold
Total cities in your target market
Reach % threshold is calculated for each category by plotting reach % for each brand-city combination and identifying the upward inflection point in the curve.
*Target market is defined as the set of geographies targeted by the channels in the brand's TV plan
Concentration
Target audience who were optimally exposed, the frequency of the ad and its effectiveness in creating brand recall.
1. Average TVC exposure frequency
What was the average amount of exposure to your target audience? Were the ads frequent enough to create recall?
Frequency =
Total normalised impressions*
Total reach
2. City-wise frequency distribution
How evenly spread was the frequency of the ad?
Frequency distribution index =
No. of cities in your target market with frequency above minimum frequency threshold
Total cities in your target market
Frequency threshold is calculated for each category by plotting average frequency for each brand-city combination and identifying the upward inflection point in the curve.
*Normalized impressions are impressions for commercials with different durations adjusted to a common duration of 10 seconds.
Normalized impressions = (total impressions) x (average commercial duration/10)
Competitive Edge
Exclusivity of a brand’s audience and its share of voice with relation to competitors.
1. Share of voice
What is your share of voice with relation to your competition within your category?
Share of voice =
No. of normalized impressions of one brand
Sum of normalized impressions of all brands in the same category
2. Exclusivity index
How exclusive is your audience?
Exclusivity is the share of voice of a brand within the audience targeted by that brand.
Exclusivity index =
No. of normalized impressions of one brand
Total normalized impressions of all brands in that category for that brand’s audience
Cost Effectiveness
Value derived by a brand per ₹ spent on TVCs versus its competitors.
Cost index
What’s the ROI rate generated by your brand’s commercials?
ROI =
Brand’s normalized impressions
Total INR spent
Cost index is based on standard industry rates (and ignores any special discounts which certain brands may enjoy).