Expert Answer:Evansville Courier & Press Media Calculations Assi

  

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Media Calculations Assignment (50 pts)
Note that some questions may require information from other
questions. Make sure to show your work and calculations.
1. A television ratings survey shows that 12 percent of the television
audience in Evansville watched the evening news on WFIE. If the
population of Evansville is 198,000, what is the projected audience
(numerical reach)?
2. The Evansville Courier & Press has an average of 66,000 readers
each day. What is the reach in percentage?
3. Evansville has a radio listening audience of 69,000. Using the
percentage reach figures given, figure the projected audience for each
of the following programs. The programs total are less than 100
percent because audience members listen to more than one program.
Show
Audience Reach (%)
Numerical Reach
Booker & Sarah
15.0
_____________
Van & Nikky B.
6.0
_____________
DJB & Diane
19.0
_____________
Bob & Tom
11.0
_____________
Kim Kavanaw
9.0
_____________
4. You are advertising on two television programs that achieve the
reach percentages listed. What is their combined reach?
Program
Reach (%)
Grey’s Anatomy
24.0
CSI
18.0
5. How would the reach change if a third show, Are You Smarter Than
a 5th Grader with 10.0 reach, was added to the mix?
6. You are advertising on three local radio stations. Each of them
achieves the reach level shown. What is their total reach?
Station
Reach (%)
WIKY
14.0
WKDQ
17.0
WSTO
8.0
7. You are advertising in four magazines with the respective reach
figures shown below. What is the combined reach of all four
magazines?
Magazine
Reach (%)
ESPN
9.0
Sports Illustrated
11.0
Sporting News
7.0
GQ
10.0
8. You are advertising in two local newspapers with the reach
percentages given below. What is the combined reach of these two
newspapers. Remember to show your work.
Newspaper
Reach (%)
Courier & Press
58.0
The Gleaner
10.0
9. You are advertising on three television networks. Each achieves
the reach level indicated. Calculate the combined reach of all three
networks. Remember to show your work.
Network
Reach (%)
NBC
20.0
ABC
16.0
FOX
8.0
10. An advertising campaign in the Evansville Courier & Press reaches
88,600 persons who see the advertising a total of 354,400 times.
What is the average frequency?
11. An Average campaign on WSTO radio reaches 18,300 persons
who hear the advertising a total of 146,400 times. What is the
average frequency?
12. An advertising campaign directed toward 940,100 persons
achieves 12,221,300 total audience impressions. What is the average
frequency?
13. Another advertising campaign that achieves 210,700,100 total
audience impressions also achieves an average frequency of 6.8 times.
What is the numerical reach?
14. Use the information from Problem 13. If there are 86,069,445
total persons in the target market, what is the percentage reach of the
advertising campaign?
15. If an advertising campaign has an average frequency of 7.1 to an
audience of 24,450,030 persons, what is the number of total audience
impressions?
16. If your HUT level was 60 and the program AM Evansville had 30
percent share of the audience, what would be the program rating?
17. If program ratings from Problem 1 stayed the same but the HUT
level dropped by 10%, what would be the new share of audience for
the program?
18A. Calculate the CPP for each of the television stations below.
Show your calculations.
Station
WTVW (CW)
WEHT (ABC)
WEVV (CBS)
WFIE (NBC)
WEVV (FOX)
Rating
1.2
3.8
4.0
3.9
2.6
Cost per :30 Ad
$100
$325
$500
$275
$175
CPP
18B. Which station is most cost-efficient and why?
18C.Which station is the least cost-efficient and why?
19A. Calculate the CPP for each of the radio stations below. Show
your calculations.
Station
WABX
WDKS
WGBF-AM
WGBF-FM
WIKY
WJLT
WKDQ
WSTO
Rating
2.4
2.0
0.9
2.6
3.5
1.9
3.7
2.9
Cost per :30 Ad
$30
$25
$28
$28
$95
$25
$70
$40
19B. Which station is most cost-efficient and why?
19C. Which station is the least cost-efficient and why?
CPP
Cost per Thousand Calculations
20. Fashion Magazines – price based on a full page, full color ad.
A. Elle
Circulation = 989,728
Price
= $83,090
CPM
= ______
B. Harper’s Bazaar
Circulation = 718,834
Price
= $70,335
CPM
= ______
C. In Style
Circulation = 1,777,283
Price
= $116,400
CPM
= ______
D. Vogue
Circulation = 1,245,490
Price
= $82,750
CPM
= ______
E. Which of the above Fashion publications is the LEAST cost
efficient?
21. Men’s Magazines – price based on a full page, full color ad.
A. FHM
Circulation
Price
CPM
B. Maxim
Circulation
Price
CPM
C. Stuff
Circulation
Price
CPM
= 1,056,587
= $74,220
= ______
= 2,569,172
= $156,000
= ______
= 1,170,555
= $66,000
= ______
D. Which of the above Men’s magazines is the MOST cost
efficient?
22. Sports Magazines – price based on a full page, full color ad.
A. ESPN the Magazine
Circulation = 1,536,346
Price
= $115,000
CPM
= ______
B. Sports Illustrated
Circulation = 3,206,098
Price
= $215,000
CPM
= ______
C. Sporting News
Circulation = 614,324
Price
= $32,324
CPM
= ______
D. Sports Etc. Magazine
Circulation = 900
Price
= $2,400
CPM
= ______
E. What of the above Sports magazines is the LEAST cost
efficient?
23. Parenthood Magazines – price based on a full page, full color ad.
A. Child
Circulation
Price
CPM
B. Parenting
Circulation
Price
CPM
C. Parents
Circulation
Price
CPM
D. Family Fun
Circulation
Price
CPM
= 1,043,246
= $69,130
= ______
= 2,192,585
= $115,090
= ______
= 2,237,891
= $109,400
= ______
= 1,588,269
= $104,825
= ______
E. Which of the above Parenting magazines is the MOST cost
efficient?
EXTRA CREDIT (5 points)
Your target audience is composed of 70,000,000 persons who live in a
total of 23,500,000 households. You are utilizing a prime-access
broadcast television buy that achieves a rating of 9 and a share of 11.
The households using television (HUT) at that hour is 37 percent.
What is the numerical reach of this advertising buy?

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