AMIC's Media Guru

Ask the Media Guru

*Note that this is a moderated question and answer forum.

The Guru answers questions about media planning, media buying, media research and media management. Answers usually appear on the Guru answer page within one or two days.

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Thursday, December 14, 2017 #9167
What is the formulae for Cost per spot?


The Media Guru Answers(Saturday, December 16, 2017 ):
Total spending ÷ number of spots = cost per spot




Wednesday, November 08, 2017 #9166
Hi and thank you so much. has a system that could define reach/frequency for each billboard. i want you to explain me how to measure weekly reach and frequency for billboard?


The Media Guru Answers(Thursday, November 30, 2017 ):
Out-of-Home reach is calculated from counting weekly traffic passing the billboard facing and multiplying by an average passenger number. The total is divided by the relevant population to find reach%. This is a crude oversimplification, of course. Our own eTelmar has a system for outdoor R&F




Thursday, November 02, 2017 #9165
Can you possibly supply an advertising to sales ratio for NAICS code 52292 (Mortgage companies, mortgage banking, loan correspondents and real estate credit lending)?


The Media Guru Answers(Thursday, November 30, 2017 ):
The A:S ratio for a category is the ad spending divided by the the number or value of sales. Get adspend data from Kantar AdSpender or the similar Nielsen product. And get mortgage, etc data from The U.S. Bureau of Labor Statistics about numbers of mortgages, etc.




Monday, October 23, 2017 #9164
why is it important to make sure cable submissions are weighted to the DMA's HH population?


The Media Guru Answers(Monday, October 30, 2017 ):
This depends on your goals; if you are simply buying tonnage as in a DR campaign, you may not need to worry about geographic distribution. If you are are working with reach goals and want more-or-less even message delivery across the country, balancing against DMA matters.




Saturday, September 09, 2017 #9163
Where can I get listnership data of radio stations?


The Media Guru Answers(Wednesday, September 20, 2017 ):
Start with Nielsen Audio




Thursday, July 20, 2017 #9161
MG, I am working for a financial client in S.Africa. What I need to assess is how many creatives copies per media (Tv,Radio, Press & OOH) are fair benchmark to have a good (read visible, reach upto 50% audience) brand campaign. Are there any rules to using creative copies which enhances ROI?


The Media Guru Answers(Tuesday, July 25, 2017 ):
There is no connection between "Reach" and size of copy pool. Reach counts audience regardless of what ad they see.

Most rules about copy pools are based on advertisers proprietary learning, but may be summarized as:

"new copy is needed when the current copy stops generating sales"

Proactively, this means to create a big enough pool so that by the time reach goals are met, the copy has not yet been overexposed.




Tuesday, June 13, 2017 #9160
If we are airing 2 5" spots back to back do we take the GRP's / Reach as is or do we have to normalize it?


The Media Guru Answers(Thursday, June 22, 2017 ):
The Guru would count the GRPs twice and only use one occasion in Reach calculation




Tuesday, May 30, 2017 #9158
How to calculate TV impressions and unique reach?


The Media Guru Answers(Tuesday, May 30, 2017 ):
There are various ways to calculate impressions, depending upon what from data you have to start. If you have rating or GRP, these are percentages of Universes. So a 10 rating is equal to 10% of the target demographic group. 100 GRP is equal to 100% of the demographic.

For reach, click here to see past Guru responses




Wednesday, January 18, 2017 #9152
What is affinity


The Media Guru Answers(Tuesday, May 30, 2017 ):




Wednesday, January 04, 2017 #9151
Media guru, i have one question to calculate avg frequency


The Media Guru Answers(Tuesday, May 30, 2017 ):
GRP ÷ Reach = Avg Frequency


Additional GURU questions and answers are available in the Guru Archives




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