Suppose the cost of an ad in The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of an ad in Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of an ad in USA Today (newspaper) is $242,600 and its U.S. audience size is 711,812. The cost of an ad in Time (magazine) is $278,400 and has an audience size of 300,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $5,600,000 and has an audience size of 99,900,000. Which of the five media alternatives has the lowest CPM?

Multiple Choice

a. USA Today

b. Super Bowl

c. Sports Illustrated

d. Time

e. The Wall Street Journal