Problems A (Q1 ~Q 8):

A market has 10 TV households (A to J). NIKE implemented a 4-week ad schedule. Each week's episode of CSI New York carried a NIKE commercial. For each week, "X" represents households watching the show, CSI NY. "On" means the TV set was on but tuned in to a different show. "Off" means the TV set was off. Refer to the following frequency distribution to solve the questions. Every household has a TV set.

Week A B C. D E. F. G. H. I. J

1 X On Off X X Off On On X Off

2 On X X On On Off X Off X X

3 X X X Off Off Off On X On On

4 Off X Off X Off Off X On X X

1. What is theHUTlevel for each week?

Week 1: __________ Week 2: ___________ Week 3: ___________ Week 4: ___________

1. What are the weeklyratingsfor this program?

Week 1: __________ Week 2: ___________ Week 3: ___________ Week 4: ___________

1. What is the weeklysharefor this program?

Week 1: __________ Week 2: ___________ Week 3: ___________ Week 4: ___________

1. What are the gross rating points of the media schedule over the four-week period?

1. What are the gross impressions for the media schedule over the four-week period?

1. What is the schedule's reach in the first week? _________________________

1. What is the schedule's reach over the four-week period? (2 points) _________________

1. What is the schedule's average frequency over the four-week period? (2 points) ______

Problems B (Q9 ~ Q14):

In this problem we will estimate reach and duplication for a combined buy (in this case, two TV soap operas). Because we cannot assume independence of the audience, we will need to apply a "correction factor" (K).

Facts Given:

1)2 ABC soap operas:K is 4.0

2)All My Children:10 rating points

3)One Life to Live:20 rating points

1. What is the combined reach of these two programs? (2 points)__________________

1. What is the GRPs?(2 points) __________________

1. What is the average frequency?__________________

Assume a universe of 90 million TV homes:

1. How many homes are reached? (2 points)__________________

1. How many homes are duplicated? (2 points)__________________

14.What is the gross impression?__________________