Media Planning Exercise

$1.$ Definitions & Formulas:

Reach: $\%$ of the target audience exposed to the message at least once $($single exposure$)$ in a given time.

If $600,000$ of the $1$ million targeted readers read the Samsung ad in The Straits Times in June $2014,$ then, the ad has a $\_\_\_$ reach in June $2014.$

Frequency: Number of times the target audience exposed to the message within a given time$-$frame.

If the $30-$sec Tiger Beer TVC was screened on $$X$-$Factor$12$ times in May $2014,$ its frequency is $\_\_\_$ in May $2014.$

Gross Impressions: $1$ person$$s opportunity to be exposed to an ad by a given medium or a combination of media within a given time.

If $$CSI$$ attracts $500,000$ viewers per episode, a $30-$sec TVC that appears in its $4$ consecutive broadcast in May $2013$ will have a gross impression of $\_\_\_\_\_.$

Gross Rating Points $($GRPs$)$: Reach x Frequency

Imagine that an ad campaign manages to reach $60\%$ of the target market an average of seven times during the campaign period. What is the GRP of the campaign? $\_\_\_\_$

If Sarah buys one ad placement for each television program with the ratings of $25,30,40$ and $53,$ what is the GRP of this schedule? $\_\_\_\_\_$

Average Frequency: GRPs$/$Reach

Cost$-$Per$-$Thousand $($CPM$)$: Cost per Thousand is the cost to deliver the ad to $1000$ people or homes. It is calculated by dividing the cost by the audience delivered and multiplying the quotient by $1,000.$ The audience base can be circulation, homes reached, readers, or number of audience members.

$2.$ If $300,000$ of the $800,000$ Singapore TV viewers watched $$The Walking Dead$$ once in May $2013.$ Among these $300,000,220,000$ watched it twice and $128,000$ thrice respectively. The remaining viewers showed a total indifference to the broadcast, in the same time$-$period. Then,

a$)$ What are the Gross Impressions and GRPs of $$The Walking Dead$$ if it were to screen $6$ times in May $2013?$

b$)$ What is its reach in May $2013?$

$3.$ Home & Garden is an English magazine $($monthly$)$ with a circulation of $60,000.$ It caters to home$-$owners, architects and interior designers. Each month, an average of $8,000$ copies are returned to the publisher. What is the average frequency in any given month and year?

$4.$ Which monthly magazine below is more cost efficient $($same $1$ page$-$ad$,$ same target audience of $2$ million readers$)$ in terms of CPM$?$

Vogue Metropolitan

Per $4-$tone colour $1-$page insertion $$8,000$ $$6,500$

Reach $60\%55\%$

CPM

$5.$ Below is information on Good Weekend Magazine$$s readership Region Readership

Readership Age split Gender split Education

National $1,536,00030\%(34$ years old and younger$)$ Male $45\%,63\%$ have a university degree

NSW $856,00070\%(35$ years old and above$)$ Female $55\%$

VIC $680,000$

If your campaign targets at well$-$educated men in NSW aged $35$ and above, what is the percentage of the target audience of the magazine that fits your target market?