Media Planning Worksheet
The Basics
Reach: Percentage of people (or HH’s) who see and ad at least once.
(Average) Frequency: Number of times people see the ad on average
GRP’s: Gross rating points—Total weight of a plan=Reach X Frequency
TARP’s: Total target audience rating points—Total weight of plan to target=
Target Reach X Frequency
Efficiency Measures
CPM=Cost of ad X 1,000/Total viewers
CPP=Cost of ad/rating
Cost
Tonight Show
$75,000
American Idol
$300,000
Note: Total US Households: 110,000,000
Households (Reach)
7,400,000
19,000,000
Rating
6.7
17.2
Calculate the CPM and the CPP for each show:
Tonight Show: CPM ________________ CPP________________
American Idol: CPM ________________ CPP________________
Putting Reach and Frequency Together
Effective Reach (Frequency) = Percentage of people with 3 + exposures
All plans with a reach of 60% and an average frequency of 6 will have 360 GRP’s
BUT their EFFECTIVE REACH could be very different! Why?
Because of frequency distribution.
Here are two frequency distributions for a plan with 60% Reach and 6 Average
Frequency
Frequency Distribution:
Quintiles
Top 20%
Next 20%
Next 20%
Next 20%
Bottom 20%
Frequency (Plan 1)
10
8
6
4
2
Frequency (Plan 2)
18
6
3
2
1
Plans one and two both have average frequency of 6, but plan one has an effective
reach of 48%. Plan two has an effective reach of _____________.