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?

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