# Calculating Online Video GRP for Television Buyers

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2 Below is a simple calculation using the reach x frequency formula: A campaign delivers an average frequency of 4 to 100,000 adults and there are 4,000,000 adults in the US population. = 4 x (100,000/4,000,000) x 100 = 10 Another method of calculating a is to use a specific number of impressions delivered to a target universe as outlined in the formula below: = (Target Impressions/Target Universe Size) x 100 Below is a sample calculation using the target impression formula: M Impressions US population M ,000,000 15,675, Let s review another example. Below is a chart that illustrates calculation, reach and frequency. Each home shows which days the TV set was in use during the time when a commercial spot aired. Each home represents 10% of the universe of 10 homes, therefore, each represents a 10 rating every time the spot airs. Sample, Reach and Frequency Calculation 1 US Census Bureau Where ads go to play. 2

3 S: Reach: Frequency: Monday = 20 Rating Tuesday= 30 rating Wednesday = 40 rating Thursday = 30 rating Friday = 30 rating Total = 150 s Channel 10 households/total TV households = 7/10 x 100 = 70 s/reach =150/70 = 2.1 YuMe s Approach to Calculations YuMe will calculate s for each of its network channels on a monthly basis. To increase the utility of its metrics forbuyers and planners, YuMe will calculate an online video (i) and provide ratings that are comparable to a television by using total US target population. YuMe will also work with media planners to calculate projected is for campaigns with specific target audiences. Below are examples of how YuMe will calculate comparable s. Calculating i for YuMe using persons Campaign Reach Population A US Population A Frequency Universe A ,854, ,089, ,293, ,560, ,089, ,293, To calculate a that is comparable to television, YuMe can use households (or any target audience) as the universe. The previous example would be re-calculated as follows. 2 Comscore Media Metrix Report, January US Census Bureau Where ads go to play. 3

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