Key Media Metrics
| Metric | Definition | Formula |
|---|---|---|
| Reach | % of target exposed at least once | Unique viewers / Target |
| Frequency | Average exposures per person | Total exposures / Reach |
| GRP | Gross Rating Points | Reach × Frequency |
| CPM | Cost per thousand | (Cost / Impressions) × 1000 |
Media Types
- Television: High reach, expensive, passive
- Digital: Targetable, measurable, interactive
- Print: Long shelf life, targeted
- Outdoor: Local, high frequency
- Radio: Cost-effective, local targeting
Media Planning Process
- Define objectives (awareness, consideration, conversion)
- Identify target audience
- Determine budget
- Select media mix
- Create media schedule
- Measure and optimize
Conclusion
Key Takeaways
- Reach vs Frequency: Trade-off decision
- GRP = Reach × Frequency
- CPM enables comparison across media
- Match media to objectives and audience