Basic Media Planning Concepts: Quiz 1, Version B with Answers
ADV 4300, Kent Lancaster, Spring 2000

 

1.                  The typical January prime time 30-second commercial costs $181,500 and reaches approximately 31.1 million persons.  Please calculate the CPM based on these two figures.  Clearly show your work.

CPM:   $5.84               Work:  $181,500 / 31,100 = $5.84

2.                  Oxygen.com paid $2.2 million for a recent 30-second Super Bowl commercial estimated to reach 130.7 million U.S. persons.  Please calculate the CPM based on these two figures.  Clearly show your work

CPM:   $16.83             Work:  $2,200,000 / 130,700 = $16.83

3.                  Based on CPM alone, which commercial option is more efficient?

a. Typical prime time commercial

b. Super Bowl commercial

4.                  Using the information in Question 1 above, what is the rating of the typical prime time commercial given 256.6 million U.S. persons?  Clearly show your work.

Rating:     12.1              Work:  (31.1 / 256.6) × 100 = 12.1

5.                  Using the information in Question 2 above, what is the rating of the Super Bowl given 256.6 million U.S. persons?  Clearly show your work.

Rating:    50.9               Work:  (130.7 / 256.6) × 100 = 50.9

6.                  Bonus:  Using the information in the questions above, how many typical prime time GRPs could be purchased for the price of one Super Bowl commercial?  Clearly show your work.

 

GRPs:  146.6              

Work:  Typical prime time CPP:        $181,500 / 12.1 = $15,000

                                    GRPs:                                     $2,200,000 / $15,000 = 146.6

Enjoy.

 

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Copyright © 1997-2000 Kent M. Lancaster, Media Research Institute, Inc.  All Rights Reserved.
Revised: February 03, 2000.