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Media strategyMedia strategy
• ReachReach– Unduplicated exposures – gross impressionsUnduplicated exposures – gross impressions– Number of different people exposed to the Number of different people exposed to the
messagemessage
• FrequencyFrequency– Average number of exposuresAverage number of exposures– How many times audience is exposed to How many times audience is exposed to
messagemessage
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Media strategyMedia strategy
• Best frequencyBest frequency– Outdoor, newspapers, magazinesOutdoor, newspapers, magazines
• Best ReachBest Reach– Network advertising, magazinesNetwork advertising, magazines
• Best combinationBest combination– RadioRadio
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Media strategyMedia strategy
• Calculating cost efficiencyCalculating cost efficiency
• Cost per thousand (CPM)Cost per thousand (CPM)– How much it costs to deliver 1000 gross How much it costs to deliver 1000 gross
impressionsimpressions– How much to reach 1000 listeners, viewers, How much to reach 1000 listeners, viewers,
readers, households, etc.readers, households, etc.
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CPMCPM
Cost of ScheduleCost of ScheduleGross ImpressionsGross Impressions
2 spots @ $8.00 each2 spots @ $8.00 each1 reaches 4500 QHP1 reaches 4500 QHP1 reaches 3500 QHP1 reaches 3500 QHP
1000 = Cost Per Thousand1000 = Cost Per Thousand
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CPMCPM
• 4500 + 3500 = 8000 gross impressions4500 + 3500 = 8000 gross impressions• 2 spots @ $8 = $16 – cost of the schedule2 spots @ $8 = $16 – cost of the schedule
• $16$16 ÷ ÷ 8000 =8000 =
• .002 .002
• .002.002¢ ¢ per personper person
• X 1000 = 2.00 X 1000 = 2.00 • $2 per 1000 QHP$2 per 1000 QHP
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CPMCPM
Number of spots Cost per spot Total cost QHP Total QHP1 80 34008 10 29134 10 5825
Totals
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CPMCPM
Number of spots Cost per spot Total cost QHP Total QHP1 80 80 3400 34008 10 80 2913 233004 10 40 5825 23300
Totals $200 50000
200 200 ÷ 50000 = .004÷ 50000 = .004
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CPMCPM
Number of spots Cost per spot Total cost QHP Total QHP4 11 265008 15 3000
10 19 4700Totals
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CPMCPM
Number of spots Cost per spot Total cost QHP Total QHP4 11 44 26500 1060008 15 120 3000 24000
10 19 190 4700 47000Totals $354 177000
354 354 ÷ 177000 = .002÷ 177000 = .002
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Waste circulationWaste circulation
• Reaching people who are not the desired Reaching people who are not the desired audienceaudience
• Demographics = age, gender, incomeDemographics = age, gender, income
• Psychographics = “lifestyle”Psychographics = “lifestyle”
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Audience researchAudience research
• How we know the size of the audience How we know the size of the audience reachedreached
• Rating = percentage of all possible Rating = percentage of all possible viewers or listenersviewers or listeners
• Share = percentage of people using mediaShare = percentage of people using media
• Share is always a larger numberShare is always a larger number
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Audience researchAudience research
All possible viewers or listenersAll possible viewers or listeners
100%100%
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Audience researchAudience research
TVHHTVHH
100%100%
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Audience researchAudience research
HUTHUTNot viewingNot viewing
HUT level = 50HUT level = 50
50%50%
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Audience researchAudience research
Tuned to our spotTuned to our spot
Not viewingNot viewing
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Audience researchAudience research
25% of TVHH – 50% of HUT25% of TVHH – 50% of HUT
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Audience researchAudience research
Rating = 25 Rating = 25 Share = 50Share = 50
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Audience research termsAudience research terms
• Gross ratings points Gross ratings points
• Average quarter hour people (QHP)Average quarter hour people (QHP)
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Audience researchAudience research
• Began in the 1920s with radio listenershipBegan in the 1920s with radio listenership
• Archibald Crossley personal interviewsArchibald Crossley personal interviews
• C. E. Hooper – C. E. Hooper – Hooperatings Hooperatings – personal– personal
• A. C. NielsenA. C. Nielsen– DiariesDiaries– AudimeterAudimeter
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AudimeterAudimeter
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A.C. NielsenA.C. Nielsen
• Now only television ratingsNow only television ratings
• Use diaries, audimeters and “people Use diaries, audimeters and “people meters”meters”
• Meters used for “overnights”Meters used for “overnights”
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A.C. Nielsen terminologyA.C. Nielsen terminology
• Total survey area (TSA)Total survey area (TSA)
• Designated market area (DMA)Designated market area (DMA)– Every county in the U.S. assigned to a DMAEvery county in the U.S. assigned to a DMA
• Metro survey area (MSA)Metro survey area (MSA)
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Market areasMarket areasTSATSA
TSATSA
DMA/ADIDMA/ADI
DMA/ADIDMA/ADI
MSAMSA
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ArbitronArbitron
• Radio researchRadio research
• DairiesDairies
• Developing the “personal people meter” Developing the “personal people meter” (PPM)(PPM)
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Arbitron terminologyArbitron terminology
• Total survey area (TSA)Total survey area (TSA)
• Area of Dominant Influence (ADI)Area of Dominant Influence (ADI)– Every county assigned to an ADIEvery county assigned to an ADI
• Metro survey area (MSA)Metro survey area (MSA)
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Problems in audience researchProblems in audience research
• Poor return rates of diariesPoor return rates of diaries
• Absenteeism – controlled by PMsAbsenteeism – controlled by PMs
• HypingHyping
• What does “listening” or “viewing” really What does “listening” or “viewing” really mean as it relates to advertising?mean as it relates to advertising?