case study
Exercise 1
1. Good Morning America: 1520*1000=1,520,000 impressions
Regis & Kelly : 4090*1000=4,090,000 impressions
HBO Movie: 351*1000=351,000 impressions
The simple math step is necessary to make the conversion is multiply by 1000 to get the complete number.
2. Table
Program Spots Women 25-54 Imp (000) Total impressions (000)
Good Morning America 4 1520 6080
The Mentalist 3 11683 35049
HBO Movie 12 351 4212
Total 45341
4*1520=6080(000) impressions
3*11683=35049(000) impressions
12*351=4212(000) impressions
6080+35049+4212=45341(000) impressions
3. Rating (%)
Good Morning America 1520/116820*100 = 1.3
Regis & Kelly 4090/116820*100 = 3.5
60 Minutes 12618/116820*100 = 10.8
The Mentalist 11683/116820*100 = 10.0
HBO Movie 351/116820*100 = 0.3
4. Total GRPs in problem 2: 1.3*4+10.0*3+0.3*12= 38.8 GRP
5. A)Gross rating indicates the possibility of multiple ratings per target member, it’s always ratings or net ratings and it produces CPP (cost per point). Gross impressions indicates the possibility of multiple impressions per target member, it’s impressions and is used in CPM (cost per mile or cost per thousand).
B) Her thought has a little bit mistakes. First of all, impression is one opportunity for a person to see the advertising, but it doesn’t mean people see the advertising. For example, there’s a situation that people open the TV without watching or when they leave the room. Second, if same people see the same advertising multiple times, the impressions still increase, it doesn’t matter if there’s the same person or not. So it can’t be said impression is how many people will actually see the advertising.
6. 6 spots in Regis & Kelly 3.5*6=21 GRP
2 spots in 60 Minutes 10.8*2=21.6 GRP 21 < 21.6, so 2 spots in 60 Minutes will add more GRPs to a schedule.
7. 116,820,000*12.8/100= 14,952,960 impressions
14,952,960
1. Good Morning America: 1520*1000=1,520,000 impressions
Regis & Kelly : 4090*1000=4,090,000 impressions
HBO Movie: 351*1000=351,000 impressions
The simple math step is necessary to make the conversion is multiply by 1000 to get the complete number.
2. Table
Program Spots Women 25-54 Imp (000) Total impressions (000)
Good Morning America 4 1520 6080
The Mentalist 3 11683 35049
HBO Movie 12 351 4212
Total 45341
4*1520=6080(000) impressions
3*11683=35049(000) impressions
12*351=4212(000) impressions
6080+35049+4212=45341(000) impressions
3. Rating (%)
Good Morning America 1520/116820*100 = 1.3
Regis & Kelly 4090/116820*100 = 3.5
60 Minutes 12618/116820*100 = 10.8
The Mentalist 11683/116820*100 = 10.0
HBO Movie 351/116820*100 = 0.3
4. Total GRPs in problem 2: 1.3*4+10.0*3+0.3*12= 38.8 GRP
5. A)Gross rating indicates the possibility of multiple ratings per target member, it’s always ratings or net ratings and it produces CPP (cost per point). Gross impressions indicates the possibility of multiple impressions per target member, it’s impressions and is used in CPM (cost per mile or cost per thousand).
B) Her thought has a little bit mistakes. First of all, impression is one opportunity for a person to see the advertising, but it doesn’t mean people see the advertising. For example, there’s a situation that people open the TV without watching or when they leave the room. Second, if same people see the same advertising multiple times, the impressions still increase, it doesn’t matter if there’s the same person or not. So it can’t be said impression is how many people will actually see the advertising.
6. 6 spots in Regis & Kelly 3.5*6=21 GRP
2 spots in 60 Minutes 10.8*2=21.6 GRP 21 < 21.6, so 2 spots in 60 Minutes will add more GRPs to a schedule.
7. 116,820,000*12.8/100= 14,952,960 impressions
14,952,960