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MEDIA TERMINOLOGY & BASIC CALCULATIONSJOMC 272
January 16th, 2013
Agenda• Media Language / Definitions
• Universe, Impression, Exposure, Reach, Rating, HUT/PUT, GRP, Frequency, CPM, CPP, Circulation, Coverage, Internet terms
• Calculations• Reach, Rating, HUT/PUT, Share, GRP, Frequency, CPM, CPP
• How are they connected? • REACH x FREQUENCY = GRPs
Universe• Definition: the total group of persons in a specific
geographic area, that share a common characteristic.• Geographic limit• Can be Households or Persons• “Population” alternative term• Basis for calculations
• Examples – Women 18-49 in Total US, Men 18+ in Charlotte Metro
• Usually listed at the top of a report or table• RULES
• Add universes if they are mutually exclusive (don’t overlap)• Ex. M18+ and W18+ can be added together to get A18+
Impression• Definition: One opportunity for one individual to see
an advertisement.• Applies to TV, Radio, Magazines, Outdoor – basically any media• “Opportunity” is the key term – There is no guarantee a viewer,
reader or listener will actually be exposed to the ad.• Measures the medium or media vehicle, not the ad
• Exposure – This is sometimes used in place of Impression. It denotes “exposure to the medium”
• Gross Impressions: Total number of opportunities to see an advertisement, as provided by a campaign or plan.• Sum of all opportunities, includes multiple impressions by persons
in the target audience.
Impressions exerciseTable I
(Universe for Adults 18 – 49 = 129.9 milllion)
Program Network Adults 18-49 Imp (000)
CSI CBS 13650
Monday Night Football NBC 7850
Castle ABC 15230
• What is the universe for this table?• What are the impressions for CSI in complete numbers?• If you purchased one spot in CSI and one spot in Monday Night Football,
what would your Gross Impressions be?
Impressions exerciseTable I
(Universe for Adults 18 – 49 = 129.9 milllion)
Program Network Adults 18-49 Imp (000)
CSI CBS 13650
Monday Night Football NBC 7850
Castle ABC 15230
• What is the universe for this table? 129.9 million or 129,900,000• What are the impressions for CSI in complete numbers?• If you purchased one spot in CSI and one spot in Monday Night Football,
what would your Gross Impressions be?
Impressions exerciseTable I
(Universe for Adults 18 – 49 = 129.9 milllion)
Program Network Adults 18-49 Imp (000)
CSI CBS 13650
Monday Night Football NBC 7850
Castle ABC 15230
• What is the universe for this table? 129.9 million or 129,900,000• What are the impressions for CSI in complete numbers?
13,650,000• If you purchased one spot in CSI and one spot in Monday Night Football,
what would your Gross Impressions be?
Impressions exerciseTable I
(Universe for Adults 18 – 49 = 129.9 milllion)
Program Network Adults 18-49 Imp (000)
CSI CBS 13650
Monday Night Football NBC 7850
Castle ABC 15230
• What is the universe for this table? 129.9 million or 129,900,000• What are the impressions for CSI in complete numbers?
13,650,000• If you purchased one spot in CSI and one spot in Monday Night Football,
what would your Gross Impressions be? 21,500,000• 13650 + 7850 = 21500 • Convert to complete numbers (000) by adding three zeros
Reach (Net Reach)• Definition: A count of persons with at least one
impression.• Only counts each person once, so the number of impressions is
irrelevant• Typically described as a percentage of the universe• Works for any demographic, including households
Reach = (# persons reached / # persons in universe) x 100
RULES: • The numbers used for this calculation, must be on the same scale.
Ex. Hundreds (00), Thousands (000)• May have to convert numbers to the same scale before
determining reach.
Rating• Definition: The portion of a demographic universe
that is exposed to a specific media vehicle expressed as a percentage of that universe.• Usually rounded to one decimal• Reach for an individual program, magazine, or other media vehicle
Rating = (# persons exposed to media / # persons in universe) x 100
RULES: Ratings from different universes cannot be averaged.
Ratings exerciseTable I
(Universe for Adults 18 – 49 = 129.9 milllion)
Program Network Adults 18-49 Imp (000)
Rating
CSI CBS 13650
Monday Night Football
NBC 7850
Castle ABC 15230
If we know the impression number for each individual program, and we know the universe number we can determine the program rating.
Rating = (Impressions / Universe) x 100
What are the ratings for these programs?
Ratings exerciseTable I
(Universe for Adults 18 – 49 = 129.9 milllion)
Program Network Adults 18-49 Imp (000)
Rating
CSI CBS 13650
Monday Night Football
NBC 7850
Castle ABC 15230
Rating = (Impressions / Universe) x 100
Are they the same scale?
Ratings exerciseTable I
(Universe for Adults 18 – 49 = 129.9 milllion)
Program Network Adults 18-49 Imp (000)
Rating
CSI CBS 13650
Monday Night Football
NBC 7850
Castle ABC 15230
Rating = (Impressions / Universe) x 100
Are they the same scale? 129.9 million = 129900 thousands (000)
Ratings exerciseTable I
(Universe for Adults 18 – 49 = 129.9 milllion)
Program Network Adults 18-49 Imp (000)
Rating
CSI CBS 13650 10.5
Monday Night Football
NBC 7850
Castle ABC 15230
Rating = (Impressions / Universe) x 100
Are they the same scale? 129.9 million = 129900 thousands (000)
CSI (13650 / 129900) x 100 = 10.50808 = 10.5
Ratings exerciseTable I
(Universe for Adults 18 – 49 = 129.9 milllion)
Program Network Adults 18-49 Imp (000)
Rating
CSI CBS 13650 10.5
Monday Night Football
NBC 7850
Castle ABC 15230
Rating = (Impressions / Universe) x 100
MNF (7850 / 129900) x 100 = ???
Castle (??? / ???) x 100 = ???
Ratings exerciseTable I
(Universe for Adults 18 – 49 = 129.9 milllion)
Program Network Adults 18-49 Imp (000)
Rating
CSI CBS 13650 10.5
Monday Night Football
NBC 7850 6.0
Castle ABC 15230 11.7
Rating = (Impressions / Universe) x 100
MNF (7850 / 129900) x 100 = ???
Castle (??? / ???) x 100 = ???EASY!
HUT / PUT• Definition: Households using Television / Persons
using Television• Guess what PUR is…
HUT / PUT• Definition: Households using Television / Persons
using Television• Guess what PUR is… Persons using Radio
• Expressed as a percentage of the universe• Used to get a sense of overall media usage
HUT = (# HHs using TV during time period / total HHs in universe) x 100
Tells us the total potential audience for TV or Radio programming. Those that have their TV/Radio on.
Share• Definition: Indicates the portion of the available
TV/radio audience this is viewing a particular program• Puts ratings into perspective
• Rating alone only tell us what percentage of the universe was watching
Ex. Tonight Show – rating 4.2, HUT 34.8 Share = 12
NCIS – rating 6.8, HUT 69.7 Share = 10
Share• Definition: Indicates the portion of the available
TV/radio audience this is viewing a particular program• Puts ratings into perspective
• Rating alone only tell us what percentage of the universe was watching
Ex. Tonight Show – rating 4.2, HUT 34.8 Share = 12
NCIS – rating 6.8, HUT 69.7 Share = 10
HUT is the pie, SHARE is the size of the slice!
Gross Rating Point• Definition: Sum of all ratings in a campaign. It is the
“gross” counterpart of “net ratings”• GRPs (or Grips)• Includes duplication (counting people multiple times)• Calculated several ways
GRPs = (gross impressions / universe) x 100• 1 GRP = a number of impressions equal to 1% of the
universe.• 100 GRPs = a number of gross impressions equal to the
size of the universe.• Doesn’t mean you are reaching 100% of the universe
Gross Rating Point (cont.)• Calculate GRPs by adding up the rating points
• You buy 10 spots in a TV program with a 5 rating and 20 spots on a radio program with a 3.5 rating. What is your total GRPs?• 10 x 5 = 50• 20 x 3.5 = 70 50 + 70 = 120 GRPs
RULES: All the ratings must have the same demographic base to be added. (Ex. W25-54, A18+)
Converting back to impressions• (GRPs / 100) x universe = impressions
• (120 / 100) x 129.9 million = 12.99 million impressions
Gross Rating Point exercise• Solving for impressions
• Universe x GRP / 100 = impressions• 215.5 MM universe = what does 1 GRPS represent in
impressions?
Gross Rating Point exercise• Solving for impressions
• Universe x GRP / 100 = impressions• 215.5 MM universe = what does 1 GRPS represent in
impressions?• 215,500,000 x 1 / 100 = 2.2 MM impressions (or 2,155,000)
Gross Rating Point exercise• Solving for impressions
• Universe x GRP / 100 = impressions• 215.5 MM universe = what does 1 GRPS represent in
impressions?• 215,500,000 x 1 / 100 = 2.2 MM impressions (or 2,155,000)
REACH x FREQUENCY = GRPs
• Frequency = GRP / Reach• Reach = GRP / Frequency
• Ex. 250 grps, 75 reach – What is the Frequency?
Gross Rating Point exercise• Solving for impressions
• Universe x GRP / 100 = impressions• 215.5 MM universe = what does 1 GRPS represent in
impressions?• 215,500,000 x 1 / 100 = 2.2 MM impressions (or 2,155,000)
REACH x FREQUENCY = GRPs
• Frequency = GRP / Reach• Reach = GRP / Frequency
• Ex. 250 grps, 75 reach – What is the Frequency?• 250 / 75 = 3.3 frequency
Gross Rating Point exercise• Solving for impressions
• Universe x GRP / 100 = impressions• 215.5 MM universe = what does 1 GRPS represent in
impressions?• 215,500,000 x 1 / 100 = 2.2 MM impressions (or 2,155,000)
REACH x FREQUENCY = GRPs
• Frequency = GRP / Reach• Reach = GRP / Frequency
• Ex. 250 grps, 75 reach – What is the Frequency?• 250 / 75 = 3.3 frequency• Figure for Reach 250 / 3.3 = 75 Reach
Media Costs & Comparisions• CPM (Cost per Thousand)
• “M” is roman numeral for thousand (and why we use MM for million)
• Used to compare costs to reach 1,000 gross impressions• Cost of the schedule / total gross impressions x 1000
• Ex. Magazine plan costs $15,000 and generates an estimated 60,000 impressions. What is the CPM?
Media Costs & Comparisions• CPM (Cost per Thousand)
• “M” is roman numeral for thousand (and why we use MM for million)
• Used to compare costs to reach 1,000 gross impressions• Cost of the schedule / total gross impressions x 1000
• Ex. Magazine plan costs $15,000 and generates an estimated 60,000 impressions. What is the CPM?• $15,000 / 60,000 = 0.25 x 1,000 = $250 CPM• $15,000 / 60 = $250
Media Costs & Comparisions• CPM (Cost per Thousand)
• “M” is roman numeral for thousand (and why we use MM for million)
• Used to compare costs to reach 1,000 gross impressions• Cost of the schedule / total gross impressions x 1000
• Ex. Magazine plan costs $15,000 and generates an estimated 60,000 impressions. What is the CPM?• $15,000 / 60,000 = 0.25 x 1,000 = $250 CPM• $15,000 / 60 = $250
• CPP (Cost per Point)• Used to compare costs to reach 1 GRP. • Cost of schedule / total GRPs• $15,000 / 200 GRPs = $75 CPP
Media Costs & Comparisons
Determine the CPM for each medium, then for the overall campaign.
Medium Cost Impressions CPM
Magazine $50,000 160,000
Radio $50,000 260,000
TV $75,000 350,000
TOTAL $175,000 770,000
Media Costs & Comparisons
Determine the CPM for each medium, then for the overall campaign.
Medium Cost Impressions CPM
Magazine $50,000 160,000 $313
Radio $50,000 260,000 $192
TV $75,000 350,000
TOTAL $175,000 770,000
(Cost / Impressions) x 1000 = CPM
Media Costs & Comparisons
Determine the CPM for each medium, then for the overall campaign.
Medium Cost Impressions CPM
Magazine $50,000 160,000 $313
Radio $50,000 260,000 $192
TV $75,000 350,000 $214
TOTAL $175,000 770,000 $227
(Cost / Impressions) x 1000 = CPM
Media Costs & Comparisons
Determine the CPP for each medium, then for the overall campaign. You will need to determine the GRPs for each medium. Can you with the information provided?
Medium Cost Impressions GRP CPP
Magazine $50,000 160,000
Radio $50,000 260,000
TV $75,000 350,000
TOTAL $175,000 770,000
GRPs = (gross impressions / universe) x 100(Cost / Impressions) x 1000 = CPM
Media Costs & Comparisons
Determine the CPP for each medium, then for the overall campaign. You will need to determine the GRPs for each medium. Can you with the information provided?
Medium Cost Impressions GRP CPP
Magazine $50,000 160,000
Radio $50,000 260,000
TV $75,000 350,000
TOTAL $175,000 770,000
Universe (Adults 18 – 34) 250,000GRPs = (gross impressions / universe) x 100(Cost / Impressions) x 1000 = CPM
Media Costs & Comparisons
Determine the CPP for each medium, then for the overall campaign. You will need to determine the GRPs for each medium. Can you with the information provided?
Medium Cost Impressions GRP CPP
Magazine $50,000 160,000 64
Radio $50,000 260,000 104
TV $75,000 350,000 140
TOTAL $175,000 770,000 384
Universe (Adults 18 – 34) 250,000GRPs = (gross impressions / universe) x 100(Cost / Impressions) x 1000 = CPM
Media Costs & Comparisons
Determine the CPP for each medium, then for the overall campaign. You will need to determine the GRPs for each medium. Can you with the information provided?
Medium Cost Impressions GRP CPP
Magazine $50,000 160,000 64 $781
Radio $50,000 260,000 104 $481
TV $75,000 350,000 140 $536
TOTAL $175,000 770,000 384 $456
Universe (Adults 18 – 34) 250,000GRPs = (gross impressions / universe) x 100(Cost / Impressions) x 1000 = CPM
Circulation / Coverage• Print terms
• Circulation – Number of copies distributed by a publication• Different from Readership, which is typically an inflated number
(Circulation x 3)• Always use circulation when comparing costs / impressions
• Coverage – refers to the portion of households in a market that are in the publication’s delivery area.• Ex. N&O has 75% coverage in the Raleigh/Durham market
Internet terms• Page Views – The number of times a page is delivered to
a browser. • Unique page views can be used to estimate the net audience size
• Impressions – The delivery of an ad to a browser. An opportunity to see the ad.• Banner ads are typically purchased in terms of impressions• Cost-per-thousand impressions (CPM)• Typical rates range from $5 CPM to $25 CPM, depending on the
website and page (Weather vs News vs Homepage)
• Unique Visitors – Estimated number of unique persons that visited a site. Same as reach.
Questions?• Assignment for next week
• Read MFP chapters 3 & 4 • MFP exercises 1 & 2• Submit via Sakai, email or hand in hard copy• Please transfer answers to word document
• Exercise 1• 1. Good Morning America 1,520,000
Regis & Kelly 4,090,000
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