Opportunity To See or OTS is a measure in advertising media which denotes number of times the viewer is most likely to see the advertisement. It is basically frequency of media exposure. It is used in media planning or advertising media selection to answer the question- how many times.
This term is used by marketers and analysts to differentiate between total audience reach and total no. of people who actually see it. It signifies that not all reported audience actually read or see the ad. For Ex- If 100 people buy a magazine which contains an ad for the company then the reach can be said 100 but how many times each one of them has seen or read the ad is denoted by OTS.
If you take the example of television, OTS can be defined as average no. of times the target audience sees the commercial during a given period.
OTS = Total GRP/ % Reach
where GRP= Gross Rating Point
And % Reach is % of target audience who is exposed to commercial for at least once.
For Ex – If an advertisement has 100 GRPs with 60% reach during morning hours 9:00 -12:00,
Then Average OTS = 100/60 = 1.67
It means that 60% of the target audience will see the commercial 1.67 times during the given period.
Hence, this concludes the definition of Opportunity To See (OTS) along with its overview.
This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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