Audience Measurement Practice
Total Population: 150,000,000
We have developed a 30-second TV spot to air this year, aimed at launching a new
product to our target of young, affluent, male auto enthusiasts. We have a budget of
$3,200,000 allocated for the product launch. Our account planner has decided that a Big
Bang approach is needed, and so all of the money needs to be spent within days of the
product launch, but we can time the product launch when we want. Below are the
options he has suggested. Because of the scheduling of these events, we can only choose
one.
Spot Rates Expected Viewers % of audience is targeted
Superbowl: $2,200,000 62,500,000 16%
Daytona 500: $1,200,000 32,000,000 25%
Academy Awards: $1,100,000 32,000,000 10%
Indianapolis 500: $ 440,000 12,500,000 40%
Which event should we advertising during, and how many spots during the event should
we buy in order to maximize TOTAL exposures?
Maximize TARGET exposures?
Maximize REACH?
Maximize FREQUENCY?
For each scenario above, determine GIMP, TIMP, GRPs, TRPs, Reach, and Frequency.