Learning how to do the Math in
Media Planning

*We will complete some in-class exercises and you will be given a packet that will help you understand the various formulas used in media planning.  Many of the problems will be used for exam questions, so be sure that you attend lecture today!!

Message Evaluation

• Rating = GRPS
• Reach = Gross impressions
• the whole number of audience exposures
• Formula:  Reach X Frequency or the Rating X Frequency
• Average Frequency
• Cost Per Thousand or
• Cost Per Rating Point

Reach

________________________ of the target audience ________________________  in a particular time frame.

Effective Reach

 the ________________________  reached by a media schedule at a ________________________ . 

Effective frequency

Ratings

• Generally used for________________________
• Refers to the ________________________  of a population which is ________________________
• the estimated percentage of all TV households or persons tuned to a specific program.

Households Using Television (HUT)

Hut levels vary by season, ________________________ ________________________________________________

The percentage of all TV households ________________________ during a specific time period.

Examples:

• If at 9:00 p.m. on Wednesday, a program enjoys a 40 share and the HUT level is 65, what is the programs rating?
• If a programs rating at 9:00 p.m. on Friday is 18 and the HUT level is 68, what is the programs share?

Impressions
 the sum of all advertising exposures

expressed in terms of numbers of individuals (or homes) rather than as a percentage

Frequency

The ________________________  an audience is exposed to a message

How________________________ will an audience be exposed to a media vehicle or vehicles in a ________________________

Divide the gross rating points by the reach

A Frequency Problem

If 3,000 people in your target audience watch MTV program 4 times during a 4-week period, and 3,000 people watch it six times, calculate the average frequency for your media plan.

Total number of exposures (________________________

Total audience reach = ________________________  + ________________________ = ________________________

Average Frequency = ____________________ = ____

Effective frequency

Determines the ________________________  to a message.

Not a statistic

an ________________________  that is assumed must be met for a campaign's success.

 Higher for:

• ________________________
• ________________________
• ________________________

Juggling Reach and Frequency

Difficult Task and Impossible to have both. Why?

• Media Budgets
• Product Situation
• Competitive Challenges
• More ads & more media
• Inverse relationship

Cost Efficiency as a Media Planning Dimension

CPM or Cost-Per-Thousand

the ________________________ ________________________  of the target audience to ________________________

        CPM =________________________ divided by ________________________                        

CPP or Cost-Per-Point

the cost for accumulating each _____________________

CPP = 

Message Evaluation

Gross Impressions & Gross Ratings Points

• "the total number of exposures to the advertising schedule"
• number of people exposed  X  no. of  exposures
• (reach or rating)   X  (frequency)
• example problem:   Ad reaches 50 people. We bought 4 ads.

_________   X    ____________ =______