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ADplus(TM) RESULTS: MAGAZINES (1 PAGE, 4 COLOR)
Your Name
Frequency (f) Distributions
Dannon Light Yogurt
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January 1999
Vehicle
Message
-----------
-----------
Target: 192,031,000
f
% f % f+ %
f % f+
US Adults
--- ----- ----- ----
-----
0 45.5 100.0
61.5 100.0
Message/vehicle = 45.6%
1 12.1 54.5
17.2 38.5
2 9.5 42.4
10.0 21.4
3 9.5 33.0
6.3 11.3
4 14.6 23.4
3.7 5.0
5 3.7 8.9
0.9 1.4
6 2.3 5.2
0.3 0.5
7 1.6 2.9
0.1 0.2
8 1.3 1.3
0.0 0.0
Summary Evaluation
------------------
Reach 1+ (%)
54.5%
38.5%
Reach 1+ (000s)
104,662.2 73,960.2
Reach 3+ (%)
33.0%
11.3%
Reach 3+ (000s)
63,310.8
21,778.3
Gross rating points (GRPs)
171.6
78.3
Gross impressions (000s)
329,602.0
150,298.5
Average frequency (f)
3.1
2.0
Cost-per-thousand (CPM)
3.48
7.63
Cost-per-rating point (CPP)
6,681
14,652
Cost-per-net reach point (CPRP)
21,041
29,776
Cost-per-response (CPR)
0.01
0.02
Vehicle List Rating
Ad Cost CPM-MSG Ads Total Cost
Mix %
------------ ------ ------- -------
--- ---------- -----
TV Guide 22.97 155,200
7.72 4
620,800 54.1
People 19.94 131,500
7.53 4
526,000 45.9
------- ------- ---
---------- -----
Totals: 7.63 8
1,146,800 100.0
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ADplus™ QUINTILE ANALYSIS
Frequency GRPs
Vehicle Reach
---------------- ----------------
Quintiles %
#
Index #
%
------------ ----- ------
------- ------- ------
Heaviest 20% 10.9 5.7
180 61.9
36.1
Next 20% 10.9
4.0 127
43.6 25.4
Next 20% 10.9
3.2 100
34.3 20.0
Next 20% 10.9
1.9 61
20.9 12.2
Lightest 20% 10.9 1.0
32 10.9
6.4
------------ ----- ------
------- ------- ------
Total 54.5
3.1 100
171.6 100.0
Message
Quintiles
------------
Heaviest 20% 7.7
3.9 193
30.2 38.5
Next 20% 7.7
2.5 122
19.0 24.3
Next 20% 7.7
1.8
87 13.7 17.4
Next 20% 7.7
1.0 49
7.7 9.8
Lightest 20% 7.7 1.0
49
7.7 9.8
------------ ----- ------ -------
------- ------
Total 38.5
2.0 100
78.3 100.0
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ADplus™ VEHICLE DIAGNOSTICS
2-Use/X-Pair
------------ Total
Vehicle List Rating Reach/Source
Ads Reach
------------ ------ ------------
---- -----
TV Guide 22.97
29.66 - E 4
36.0
People 19.94
26.31 - E 4
32.5
----
-----
Total
8 54.5
Cross (X)-Pair
--------------
TV Guide - People 34.47
- E
Average Cross-Pair
Vehicle Message
------------------ -------
-------
Reach: Actual
34.47
13.96
Chance
38.31
15.10
Duplication: Chance
4.60
0.62
Actual
8.44
1.75
Ratio
83.59 85.36
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E = ADplus™ estimate; K = keyboard/import
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FOR EDUCATIONAL USE ONLY