homework exercise

Homework Exercise

JOMC 172 Advertising Media

GRPs Primetime

200 65

300 72

1. What is the reach for a schedule of 250 GRPs in Primetime?

Best = 68 2nd Best = 69 3rd Best = 65

JOMC 172 Advertising Media

2. What is the average frequency for a schedule of 350 GRPs in Late Fringe?

Reach = 46 Frequency = 350 / 46 = 7.6086956 =7.6

GRPs Late Fringe

300 45

400 47

JOMC 172 Advertising Media

3. What 4-week Adult 18+ reach and frequency will be developed by the following group of Late Fringe, network TV programs, each of which will be purchased once per week for four weeks?

JOMC 172 Advertising Media

Program Rating 4 wk. GRPs

A 7 28

B 6 24

C 5 20

D 6 24

TOTAL 96

JOMC 172 Advertising Media

3. Reach & Frequency

96 GRPs = 34 Reach Frequency = 96 / 34 = 2.823353 = 2.8

GRPs Late Fringe

75 31

100 35

JOMC 172 Advertising Media

4. January reach & frequency

Reach Frequency

Net TV 41 2.1

Nat’l Mags 30 1.2

Spot TV -- --

National

Spot

GRPs

86.1

36

= 122

JOMC 172 Advertising Media

Reach Non-Reach

Net TV 41 59

Nat’l Mags 30 70

4. January reach & frequency

59 x 70 = 41.3 = 41 non-reach Reach = 100 - 41 = 59 Frequency = 122 / 59 = 2.1

JOMC 172 Advertising Media

4. January reach & frequency

Reach Frequency

Net TV 41 2.1

Nat’l Mags 30 1.2

Spot TV -- --

National 59 2.1

Spot 59 2.1

JOMC 172 Advertising Media

4. Feb. reach & frequency (Nat’l)

Reach Freq.

Net TV 52 2.0

Nat’l Mags 32 1.3

Spot TV 55 2.7

National

Spot

GRPs

104

41.6

148.5

Non-Reach

48

68

45

48 x 68 = 33 100 - 33 = 67 145 / 67 = 2.2

67 2.2

JOMC 172 Advertising Media

4. Feb. reach & frequency (spot)

Reach Freq.

Net TV 52 2.0

Nat’l Mags 32 1.3

Spot TV 55 2.7

National 67 2.2

Spot

GRPs

104

41.6

148.5

Non-Reach

48

68

45 48 x 68 x 45

= 15 100 - 15 = 85 85 x .95 = 81 294 / 81 = 3.6

81 3.6

JOMC 172 Advertising Media

4. Mar. reach & frequency (Nat’l)

Reach Freq.

Net TV 55 2.2

Nat’l Mags 34 1.3

Spot TV 58 2.2

National

Spot

GRPs

121

44.2

127.6

Non-Reach

45

66

42

45 x 66 = 29.7 100 - 30 = 70 165 / 70 = 2.4

70 2.4

JOMC 172 Advertising Media

4. Mar. reach & frequency (Nat’l)

Reach Freq.

Net TV 55 2.2

Nat’l Mags 34 1.3

Spot TV 58 2.2

National 70 2.4

Spot

GRPs

121

44.2

127.6

Non-Reach

45

66

42 45 x 66 x 42

= 12.5 100 - 13 = 87 87 x .95 = 83 293 / 83 = 3.5

83 3.5

JOMC 172 Advertising Media

5. Combining network packages

NET Reach Freq. GRPs

A 42 2.2 92.4

B 47 1.9 89.3

C 28 2.9 81.2

D 25 3.3 82.5

JOMC 172 Advertising Media

5. Compute reach & freq. (ABC)

Combo Non-reachReach

(100-nr)Reach

(.95 x )

ABC58 x 53 x 72

= 22.178 74

GRPs = 92.4 + 89.3 + 82.1 = 263.8 Freq. = 264 / 74 = 3.6

JOMC 172 Advertising Media

5. Compute reach & freq. (ABD)

Combo Non-reachReach

(100-nr)Reach

(.95 x )

ABD58 x 53 x 75

= 23.177 73

GRPs = 92.4 + 89.3 + 82.5 = 264.2 Freq. = 264 / 73 = 3.6

JOMC 172 Advertising Media

5. Compute reach & freq. (ACD)

Combo Non-reachReach

(100-nr)Reach

(.95 x )

ACD58 x 72 x 75

= 31.369 66

GRPs = 92.4 + 82.1 + 82.5 = 257 Freq. = 257 / 66 = 3.9

JOMC 172 Advertising Media

5. Compute reach & freq. (BCD)

Combo Non-reachReach

(100-nr)Reach

(.95 x )

BCD53 x 72 x 75

= 28.671 67

GRPs = 89.3 + 82.1 + 82.5 = 253.9 Freq. = 254 / 67 = 3.8

JOMC 172 Advertising Media

5. Comparison

Min. 3.5 + max. reach = ABC Max. freq. = ACD

Combo Reach Freq.

ABC 74 3.6

ABD 73 3.6

ACD 66 3.9

BCD 67 3.8