Media and Estimates of Audience Exposure

Media Schedule

Rating Aud. Size # of Ads GRPs GI

Survivor 21.3 22.5mm 3 63.9 67.5mm

Friends 23.9 25.2mm 2 47.8 50.4mm

X-Files 10.6 11.2mm 4 42.2 44.8mm

Felicity 5.8 6.1mm 1 5.8 6.1mm

Total --- --- 10 159.7 168.8mm

Huh?

• Your schedule generates 168.8mm HH GI yet there are only 105.5mm TV HH – How is this possible?

• Your schedule generates 159.7 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

Viewers Average NumberGRPs = 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 = 159.7– 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 = $18,779.34

– Ex. CPP for 10 unit schedule– CPP = $2,450,000 / 159.7 = $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