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. The chart on the next page shows average costs (some estimated) and audience sizes for some of America's favorite primetime television (excluding live sports) shows from September 21, 2020, to May 23, 2021. Cost-per-thousand calculations for television programs are normally done on a household basis rather than viewer basis.
However, 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.

Calculate both the overall CPM and the CPM for the 18-49 demographic for each show. Refer to the “Selecting Specific Media Vehicles” section of “Selecting Advertising Media” in the chapter to learn how to do this calculation. Which programs are the most efficient media buys for advertisers?

Data Selecting Specific Media Vehicles

In selecting specific media vehicles, media planners must balance media costs against  several media effectiveness factors. First, the planner should evaluate the media vehicle’s  audience quality. For a Huggies disposable diapers ad, for example, Parents magazine  would have a high exposure value. Second, the media planner should consider audience  engagement. Readers of Vogue, for example, typically pay more attention to ads than do  People readers. Third, the planner should assess the vehicle’s credibility. People and The Wall  Street Journal are more believable than Star or the National Enquirer.

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Program The OT The Masked Singer This Is Us The Bachelor The Bachelorette Equalizer Grey's Anatomy 9-1-1 Average Cost per 30-Second Spot $433,866 $225,764 $476,352 $154,886 $170,278 $204,792 $213,829 $190,000 Average Number of Viewers (in millions) 9.77 7.56 9.27 3.5 3.5 11.78 7.54 9.6 Age 18-49 Viewers (in millions) 2.8 2.0 2.0 1.8 1.8 1.7 1.7 1.7