Media and Estimates of Audience Exposure

Media Schedule Rating Aud. Size # of Ads GRPs GI Survivor mm mm Friends mm mm X-Files mm mm Felicity mm mm Total mm

Huh? Your schedule generates 168.8mm HH GI yet there are only 105.5mm TV HH –How is this possible? Your schedule generates GRPs, with each GRP equal to 1% of the audience –How can you have more than 100%

Duplication of Impressions GRPs and GI allow for the duplication of impressions –Someone might see more than one ad in your schedule Ex. Survivor and X-Files Ex. multiple episodes of X-Files Ex. multiple ads in a single show

Reach and Frequency ViewersAverage Number GRPs = Counted X of Times Once They View GRPs = Reach X Frequency Reach is net unduplicated audience Frequency is average number of exposures

Estimating Reach and Calculating Frequency Back to our 10 unit schedule of ads –GRPs = –Reach = 60.0 –Frequency = 2.66 or 2.7 –Numbers comes from “reach curves” that contain reach estimates for various media vehicles and GRP levels –Frequency is then calculated from reach

Estimating GRPs and Calculating Reach Planners don’t always start with GRPs leading to reach estimates –Sometimes they have a desired reach or frequency in mind and calculate the number of GRPs they need to schedule –Sometimes they can only afford a certain number of GRPs and use a clear frequency goal to estimate the reach

CPM CPM = Cost per thousand impressions CPM = Cost of ads / Total GIs in (000) –Ex. CPM for Survivor –CPM = $400,000 / 22,500(000) = $17.78 –Ex. CPM for 10 unit schedule –CPM = $2,450,000 / 168,800(000) = $14.51

CPP CPP = Cost per rating point CPP = Cost of ads / Total GRPs –Ex. CPP for Survivor –CPP = $400,000 / 21.3 = $18, –Ex. CPP for 10 unit schedule –CPP = $2,450,000 / = $15,341.26

From HH to Demo Groups So far, we have focused on households –But strategic communicators are typically interested in smaller demographic groups –We need some way to convert household audience numbers to demo group numbers –This is where VPVH — viewers per 1000 viewing households — is helpful

VPVH Viewers per viewing households –Telescopic look inside the households that are tuned to a specific program –For every 1000 HH in the US, how many demo group members are viewers Number of viewers / 1000 HH

VPVH Describes audience composition Ex. For Survivor, W18-49 VPVH = 644 –If we count the W18-49 who watch Survivor, we find that there are 644 for every 1000 Survivor viewing households –644 W18-49 / 1000 HH x Total Survivor HHs –644 W18-49 x 22,500(000) = 14,490,000 W18-49