Problems 1-7
Table III (Universe for Adults 18-49 = 122.9 million) CBS Program Network Castle ABC CBS Evening News Monday Night Football ESPN Tonight Show NBC 30 Minute Meals FOOD White Collar USA Adult 18-49 Imp (000) 14140 / 122900 x 100 13650 / 122900 x 100 7750 I 122900 x 100 5900 / 122900 x 100 490 / 122900 x 100 1360 / 122900 x 100 Rating = 11.5 = 11.1 = 6.3 = 4.8 = 0.4 = 1.1 i.e., - being exposed to an ad me Gross Impressions vs. Gross Rating oss impression indicates the possibility of multiple impressions (duplication) per target member, ing exposed to an ad more than once in different vehicles, or more than once in the same vehicle. The of gross rating is much the same as gross impressions; if duplication is possible, we get gross ratings, s always with ratings, the number is converted to a percentage. If only one opportunity to see is possi- they are just ratings or net ratings. Like impressions, ratings can be added together as long as they are for the same target audience. When this is done, ratings also become "gross" and are typically called Gross Dating Points, or GRPs for short. The acronym is pronounced in different ways, "G-R-P's" and "Gurps" are perhaps the most frequent; you'll also hear "Grips." Some ad agencies make a further distinction by reserv- ing the term Gross Rating Points to be used only when measuring households. Moreover, particular targets or demographics are distinguished as "Target Rating Points" or TRPs. This is simply a convention; there is no difference in definition between the two other than one is used for households and other for a specific target audience. You'll see both used interchangeably. Problems Table IV provides data for most of the problems in this exercise: Table IV Women 25-54 Universe: 116.82 MM [ 116,820 (000)] Program Good Morning America Regis & Kelly 60 Minutes The Mentalist HBO Movie Network ABC Syndication CBS CBS HBO Women 25-54 Imp (000) 1520 4090 12618 11683 351 ort the impressions for Good Morning America, Regis & Kelly, and HBO Movie as complete numbers. what simple math step is necessary to make the conve d by Emeril's Food of Low 2) Your client, Emeril's Original Essence and a dozen other labels, (brand licensed by Er Productions) has decided to use your recommended TV schedule for the winter seas Good Morning America 4 spots 3 spots 12 spots The Mentalist HBO Movie Aule in Table N-as Dos how well Emeril's Spice their brochure? Tip ne total impressions for Emerit's has decided to report the total impressions number-based on the TV schedu... of a promotional brochure targeted at their sales reps and wholesalers so they know how sauces and marinades will be supported. What number will you give them to place in their Create a table above-first calculate impressions for each program, and then sum the total the complete TV schedule. Show your math. ach of the programs you con- 3) In preparing your recommendation, you'll need to calculate the rating for each of the program sidered in Table IV. Calculate the rating for each program and show your math. Good Morning America Regis & Kelly 60 Minutes The Mentalist HBO Movie 4) How many total Gross Rating Points (GRPs) will be generated by the advertising schedule in problem 2? Tip: You just finished calculating the ratings for these programs, so most of the work is done. 5) You've been working with a new media person who works in the client's corporate headquarters cently graduated with from an ivy-league MBA school, but was never exposed to media planning, A. She noticed that you use the terms "gross rating" and "gross impression," and wants to the definition for each. Explain each in your own words (Tip: you can refer to the text pary this exercise.) B. She is also confused cate how many people will a confused on another issue. She thinks impressions for an ad in a TV program indi- people will actually see the ad. Explain this in your own words. dd more gross rating points (GRPs) to a schedule: 6 spots in Regis & Kelly or 2 spots in 60 6) Which will add mo tes? Show math to support your decision. Castle TV program rating for Women 25-54 last month was 12.8. Calculate the impressions for Castle and show your math. Tip: impressions(ooo) = rating(000)/100 * universe(000) Table III (Universe for Adults 18-49 = 122.9 million) CBS Program Network Castle ABC CBS Evening News Monday Night Football ESPN Tonight Show NBC 30 Minute Meals FOOD White Collar USA Adult 18-49 Imp (000) 14140 / 122900 x 100 13650 / 122900 x 100 7750 I 122900 x 100 5900 / 122900 x 100 490 / 122900 x 100 1360 / 122900 x 100 Rating = 11.5 = 11.1 = 6.3 = 4.8 = 0.4 = 1.1 i.e., - being exposed to an ad me Gross Impressions vs. Gross Rating oss impression indicates the possibility of multiple impressions (duplication) per target member, ing exposed to an ad more than once in different vehicles, or more than once in the same vehicle. The of gross rating is much the same as gross impressions; if duplication is possible, we get gross ratings, s always with ratings, the number is converted to a percentage. If only one opportunity to see is possi- they are just ratings or net ratings. Like impressions, ratings can be added together as long as they are for the same target audience. When this is done, ratings also become "gross" and are typically called Gross Dating Points, or GRPs for short. The acronym is pronounced in different ways, "G-R-P's" and "Gurps" are perhaps the most frequent; you'll also hear "Grips." Some ad agencies make a further distinction by reserv- ing the term Gross Rating Points to be used only when measuring households. Moreover, particular targets or demographics are distinguished as "Target Rating Points" or TRPs. This is simply a convention; there is no difference in definition between the two other than one is used for households and other for a specific target audience. You'll see both used interchangeably. Problems Table IV provides data for most of the problems in this exercise: Table IV Women 25-54 Universe: 116.82 MM [ 116,820 (000)] Program Good Morning America Regis & Kelly 60 Minutes The Mentalist HBO Movie Network ABC Syndication CBS CBS HBO Women 25-54 Imp (000) 1520 4090 12618 11683 351 ort the impressions for Good Morning America, Regis & Kelly, and HBO Movie as complete numbers. what simple math step is necessary to make the conve d by Emeril's Food of Low 2) Your client, Emeril's Original Essence and a dozen other labels, (brand licensed by Er Productions) has decided to use your recommended TV schedule for the winter seas Good Morning America 4 spots 3 spots 12 spots The Mentalist HBO Movie Aule in Table N-as Dos how well Emeril's Spice their brochure? Tip ne total impressions for Emerit's has decided to report the total impressions number-based on the TV schedu... of a promotional brochure targeted at their sales reps and wholesalers so they know how sauces and marinades will be supported. What number will you give them to place in their Create a table above-first calculate impressions for each program, and then sum the total the complete TV schedule. Show your math. ach of the programs you con- 3) In preparing your recommendation, you'll need to calculate the rating for each of the program sidered in Table IV. Calculate the rating for each program and show your math. Good Morning America Regis & Kelly 60 Minutes The Mentalist HBO Movie 4) How many total Gross Rating Points (GRPs) will be generated by the advertising schedule in problem 2? Tip: You just finished calculating the ratings for these programs, so most of the work is done. 5) You've been working with a new media person who works in the client's corporate headquarters cently graduated with from an ivy-league MBA school, but was never exposed to media planning, A. She noticed that you use the terms "gross rating" and "gross impression," and wants to the definition for each. Explain each in your own words (Tip: you can refer to the text pary this exercise.) B. She is also confused cate how many people will a confused on another issue. She thinks impressions for an ad in a TV program indi- people will actually see the ad. Explain this in your own words. dd more gross rating points (GRPs) to a schedule: 6 spots in Regis & Kelly or 2 spots in 60 6) Which will add mo tes? Show math to support your decision. Castle TV program rating for Women 25-54 last month was 12.8. Calculate the impressions for Castle and show your math. Tip: impressions(ooo) = rating(000)/100 * universe(000)
