Exercise 1 Media Flight Plan PDF

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Prof Choi...

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Exercise 1 1. You have to multiply the impressions by 1000 to get the total impressions Good Morning America: 1520 x 1000 = 1520000 Regis & Kelly: 4090 x 1000 = 4090000 HBO Movies: 351 x 1000 = 351000 2. Good Morning America: 1520 x 4 (spots) = 6080 The Mentalist: 11683 x 3 (spots) = 35049 HBO Movies: 351 x 12 (spots) = 4212 (6080 + 35049 + 4212) x 1000 = 45341000 3. Good Morning America: (1520 ÷ 116820) x 100 = 1.3 Regis & Kelly: (4090 ÷ 116820) x 100 = 3.5 60 Minutes: (12618 ÷ 116820) x 100 = 10.8 The Mentalist: (11683 ÷ 116820) x 100 = 10.0 HBO Movie: (351 ÷ 116820) x 100 = 0.3 4. The GRPs will be 11.6. 1.3 + 10.0 + 0.3 = 11.6 5. a. The term “gross” acknowledge the potential likelihood of multiple exposures. A single viewer may account for more than one impression because they may be exposed more than once. When we count every single exposure as one impression even if it is an overlap, that is Gross Impression. To the same effect, we use Gross Ratings to describe ratings that use the Gross Impression number against the Universe to measure the percentage that those Gross Impressions make up in an entire audience, even if the numbers are likely an overshoot due to multiple exposures. b. Impressions are the number of people tuning into a medium, not being exposed to the ad. There is not a real way to measure how many people actually saw and paid attention to an ad. We can only measure how many viewers are on a specific program, but just because they are viewing the medium does not mean they necessarily will view the ad. 6. 60 Minutes will add slightly more GRPs. Regis & Kelly: [(4090 x 6 spots) ÷ 116820] x 100 = 21.0 60 Minutes: [(12618 x 2 spots) ÷ 116820] x 100 = 21.6

7. The Castle had 14953 impressions. ? ÷ 116820 x 100 = 12.8 ? ÷ 116820 = 0.128 ? = 14953 (rounded)...