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Media Guru

Guru Search Results: 3 matches were found

Thursday, July 22, 1999 #2653
Dear guru, can we use "cost per reach" to judge or evaluate 2 different TV bursts in a same on-air period. If yes, how to do?? And any restriction or consideration in this case?

The Media Guru Answers(Wednesday, July 28, 1999 ):
The Guru has discussed cost per reach previously.

Lower cost per reach is better than higher cost per reach.


Wednesday, July 14, 1999 #2629
Dear Guru, Could you please tell me what is "cost per reach"? Is it just to divide the spending by net reach? Do you have standard to evaluate "cost per reach"?? Thank you very much.

The Media Guru Answers(Wednesday, July 14, 1999 ):
cost per reach can be cost per Reach point which is like cost per point and is spending divided by percent reach OR c.p.m. reach, which is spending divided by thousands reached.

Like cost per point, it doesn't depend on a standard, but is used as a comparison in planning. It varies across media, media types and countries, of course.

For example, in the U.S., the scenario might be, Prime time evening television is the best generator of reach for X number of GRPs. But, daytime TV might deliver more reach per dollar invested at first, until the daytime reach curve flattens. Or the first 50 reach points in Prime might have X cost per reach and the next 10 reach points added in prime might have 2X cost per reach.


Wednesday, April 14, 1999 #2445
i read an article about the optimizer program and they use there on the phrase REACH PER POINT (RPP) what does it mean and how can i use it . (and i am not mean to cost per reach point) thanks a lot

The Media Guru Answers(Wednesday, April 14, 1999 ):
Without seeing the article, the Guru is only speculating, but he believes this refers to the varying reach accumulation rates of different media elements, programs and dayparts.

For example, a given demographic may generate 30 reach for a typical schedule of 100 Gross Rating Points in daytime and 50 reach for 100 GRP of Prime. They have a different reach per point (GRP). When coupled with the cost, it's the essence of optimizers.



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