If an advertiser wants to reach the 18-49 demographic, which programs would you suggest? Explain.

A common measure of advertising efficiency is cost per thousand (CPM), which is the ad cost per thousand potential audience contacts. Although all audience members are important for advertisers, the 18-49 demographic is the most coveted by many because they are the most difficult to reach with advertising messages. Because these viewers basically make or break a television show’s success, television networks break out this demographic when giving audience numbers. Below are average costs and audience sizes for some of America’s favorite primetime television shows during a 5-week period in 2018:

Although cost-per-thousand calculations for television programs are normally done on a household basis rather than viewer basis, comparing CPM per overall audience members versus CPM per 18-49 demographic audience members can help advertisers select appropriate media vehicles (that is, appropriate television programs) when trying to reach this demographic.

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Program This is Us Big Bang Theory Empire Young Sheldon The Voice (Monday) Grey's Anatomy The Connors The Voice (Tuesday) Average Cost per :30 spot $433,866 $285,934 $227,494 $213,536 $212,618 $204,792 $201.065 $193,140 Average number of viewers (in millions) 9.309 12.483 5.387 10.731 9.816 6.739 10.563 9.372 18-49 Demo Viewer's (in millions) 2.47 2.27 1.67 1.74 1.99 1.73 2.35 1.91