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 GRPs, GIMPs, CPM, and CPP for each of the local stations.
|
Station |
Adults (impressions) |
Ad Cost (per Ad) |
# of Ads (frequency of Ad) |
RTG |
GRPs |
GIMPs |
|
WQAF |
200,000 |
$9,000 |
12 |
15 |
180 |
2,400,000 |
|
WDAS |
180,000 |
$8,300 |
14 |
16 |
224 |
2,520,000 |
|
WCWK |
250,000 |
$10,800 |
7 |
25 |
175 |
1,750,000 |
|
WHME |
80,000 |
$5,700 |
7 |
10 |
70 |
560,000 |
|
Station |
CPP |
CPM |
|
WQAF |
$ 600.00 |
$ 45.00 |
|
WDAS |
$ 518.75 |
$ 46.11 |
|
WCWK |
$ 432.00 |
$ 43.20 |
|
WHME |
$ 570.00 |
$ 71.25 |
Overall, what station do you think was the best set of buys? Why?
WDAS is the best set of buys as it has
Ratings, CPP and CPM: Problem Set 1 You are the media planner for the Leo Burnett...