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THE RIGHT EXPOSURE LEVEL 171 Sports Exercise 5B: Reach and Frequency Ilustrated Review the explanation of reach and frequency using People magazine. Assume Valvoline motor oil is planning a new campaign in Sports Illustrated (SI) after not doing any serious advertising for the last six months. Sports Illustrated was a weekly magazine at the time of this exercise, but became a monthly publication in 2020. Relevant facts: The target audience is Males 18+ Target audience universe population = 130,000,000 S/ readership composition each week among the target audience is 1 million from newsstand sales, 2 million from print edition subscriptions, and 2 pass-along readers per copy and 500,000 subscribers online. MRI reports 10% of Sis weekly readership changes every week. This campaign calls for an ad in weeks 1, 2, 4, 6, and 8. Sports Illustrated audience delivery estimates value pass-along readership at 50% 1. What is the total number of theoretical Men 18+ readers per issue? Newsstand Print edition subscription Pass-along (valued) Online 2. What is the total number of weeks in which ads will appear? 3. What is the total number of target impressions delivered each week from the subtotals above? 4. What is the total number of estimated impressions delivered by this ad schedule? 5. What is the initial Reach delivered by the first two issues? Don't forget about the churn rate for ad #2) impressions and % Clingo, round to the nearest 10th) 6. What is the incremental Resch delivered by each of the remaining three ads? unduplicated impressions, 7. What is the total incremental Reach delivered by ads 3-57 unduplicated impressions and %. (lingo, round to the nearest 10th) 8. What is the total (Cume Reach) for the whole schedule expressed as unduplicated impres- Sions? (Step 5+ Step 7). 9. What is the Cume Reach percentage? % (round to the nearest whole number) 172 CHAPTER 5 10. What is the total number of Rating Points delivered by this schedule? (Step 4/Universe X 100) 11. What is the Average Frequency for this schedule? (round to nearest half or whole number) Set up the computations for Average Frequency using both formulas available to determine it. Questions 12-19 have nothing to do with the Sports Illustrated questions 1-11 You do not need to refer to any table for these questions. 12. The new Burger King TV schedule calls for one spot per night during the ABC Nightly News for a week 7 days). The TVHH delivery of that program is 5.000.000 potential TVHH impres sions cach night. Compute the total number of gross impressions estimated for this TV schedule 13. What is the reach of the first ad, expressed in unduplicated TVHH impressions? 14. Audience research also indicates that approximately 5% of the 5.000.000 Nightly News TVHH audience is new each evening. How many first time impressions are delivered by each ad two through seven? 15. What is the incremental Reach for all remaining six ads expressed in TV impressions? 16. What is the Cume Reach expressed as TVHH impressions? 17. Assuming a universe of 125,000,000 TVHK, what is the Cume Reach for this schedule expressed as a percentage? 18. Computo the Rating Point delivery for this Burger King schedule 19. Compute the average frequency for this schedule _cround to the nearest half or whole number) THE RIGHT EXPOSURE LEVEL 171 Sports Exercise 5B: Reach and Frequency Ilustrated Review the explanation of reach and frequency using People magazine. Assume Valvoline motor oil is planning a new campaign in Sports Illustrated (SI) after not doing any serious advertising for the last six months. Sports Illustrated was a weekly magazine at the time of this exercise, but became a monthly publication in 2020. Relevant facts: The target audience is Males 18+ Target audience universe population = 130,000,000 S/ readership composition each week among the target audience is 1 million from newsstand sales, 2 million from print edition subscriptions, and 2 pass-along readers per copy and 500,000 subscribers online. MRI reports 10% of Sis weekly readership changes every week. This campaign calls for an ad in weeks 1, 2, 4, 6, and 8. Sports Illustrated audience delivery estimates value pass-along readership at 50% 1. What is the total number of theoretical Men 18+ readers per issue? Newsstand Print edition subscription Pass-along (valued) Online 2. What is the total number of weeks in which ads will appear? 3. What is the total number of target impressions delivered each week from the subtotals above? 4. What is the total number of estimated impressions delivered by this ad schedule? 5. What is the initial Reach delivered by the first two issues? Don't forget about the churn rate for ad #2) impressions and % Clingo, round to the nearest 10th) 6. What is the incremental Resch delivered by each of the remaining three ads? unduplicated impressions, 7. What is the total incremental Reach delivered by ads 3-57 unduplicated impressions and %. (lingo, round to the nearest 10th) 8. What is the total (Cume Reach) for the whole schedule expressed as unduplicated impres- Sions? (Step 5+ Step 7). 9. What is the Cume Reach percentage? % (round to the nearest whole number) 172 CHAPTER 5 10. What is the total number of Rating Points delivered by this schedule? (Step 4/Universe X 100) 11. What is the Average Frequency for this schedule? (round to nearest half or whole number) Set up the computations for Average Frequency using both formulas available to determine it. Questions 12-19 have nothing to do with the Sports Illustrated questions 1-11 You do not need to refer to any table for these questions. 12. The new Burger King TV schedule calls for one spot per night during the ABC Nightly News for a week 7 days). The TVHH delivery of that program is 5.000.000 potential TVHH impres sions cach night. Compute the total number of gross impressions estimated for this TV schedule 13. What is the reach of the first ad, expressed in unduplicated TVHH impressions? 14. Audience research also indicates that approximately 5% of the 5.000.000 Nightly News TVHH audience is new each evening. How many first time impressions are delivered by each ad two through seven? 15. What is the incremental Reach for all remaining six ads expressed in TV impressions? 16. What is the Cume Reach expressed as TVHH impressions? 17. Assuming a universe of 125,000,000 TVHK, what is the Cume Reach for this schedule expressed as a percentage? 18. Computo the Rating Point delivery for this Burger King schedule 19. Compute the average frequency for this schedule _cround to the nearest half or whole number)