Ratings, CPP and CPM: Problem Set 1 You are the media planner for the Leo Burnett advertising agency in Chicago and one of your largest accounts is thinking about expanding into the Ohio market. Your job is to evaluate the top four television stations in Ohio and determine which stations are generally the most cost efficient when trying to reach the local adult population during prime time viewing. Therefore, you must calculate the rating, CPM, and CPP for each of the local stations. Formula Help! GRP = RTG x Ad Frequency GIMPS Impression x Ad Frequency = CPP = Ad Cost x Ad Frequency /GRPs CPM (Ad Cost x Ad Frequency/ GIMPS) x 1,000 There are 1,750,325 adults in the Ohio market Station Adults (impressions) Ad Cost #ofAds RTG GRPs GIMPS (per Ad) (frequency of Ad) WCWK 210,000 $10,500 10 15 150 2,100,000 WDAS 271,300 $9,180 15 18 270 4,069,500 WQAF 350,000 $9,600 25 200 2,800,000 WHME 157,500 $6,000 5 10 50 787,500 Station CPP CPM WCWK 700 50 WDAS 510 33.84 WQAF 384 27.43 WHME 600 38.1 Overall, what station do you think was the best set of buys? Why? Overall, I think WDAS was the best set of buys because: