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Guru Search Results: 4 matches were found

Tuesday, November 23, 1999 #2996
What is the current average cost per thousand that advertisters are paying for national network radio or nationally syndicated radio buys?

The Media Guru Answers(Sunday, November 28, 1999 ):
Questions like this need to be much more specific to get useful answers.

For example, this week, the Guru has seen such buys delivering in the $1.40 to $2.10 CPM range for Adults 18+, using some very, very specifically targeted networks and syndicated national radio media on a short schedule with short lead times. Other demographics, other sizes of buys, other timings and other programming types may vary greatly.

Thursday, August 19, 1999 #2728
Can you tell me of a source where I can get broad, general cost and audience estimates for the major media forms? As an example, the average cost for a network TV 30-second unit by daypart and the average audience it might be expected to generate for each . . . similar cost estimate for a network radio 60-second unit by daypart . . . etc.? I guess what I'm looking for is sort of a broad strokes "cheat-sheet" on the major media forms. Thanks.

The Media Guru Answers(Thursday, August 19, 1999 ):
A great deal of this data can be found here in AMIC's Ad Data area.

Monday, June 29, 1998 #1929
We are producing a 90-second radio vignette for our client. It will include :30 for their commercial and :60 of new entertaining content that relates to thier product. When scheduling this vignette to air on network radio once each day for 26 or 52 weeks, is it better to get a fixed time or an ROS type schedule? Thanks for your help!

The Media Guru Answers(Monday, June 29, 1998 ):
There are pros and cons to either. An ROS schedule should cost less per spot and per GRP. It should also develop better reach. A fixed time lets you pick your environment, but you may not have any particular prefernces, so that can be an illusory advantage. Over the course of an ROS schedule, ROS should get the network's average rating as the schedule's average rating, or a better one if that's what you negotiate. Picking fixed positions will not likely give any advantage over that.

The greatest remaining benefit of fixed positions is being able to tell the client to listen for his spot at a specific time. However, even with an ROS schedule, the network should be able to give you a scheduled times a day or two before they air.

Friday, May 29, 1998 #1616
I really appreciate this section of your web site. It is a great idea! I deal with network radio. We produce 2-minute radio vignettes for advertisers. Each vignette includes sixty- seconds of entertaining new content that relates to the advertiser's product and sixty-seconds for their commercial. The content of each feature is designed to help to sell the product. When trying to determine the CPP for a 2-minute vignette like ours, would you consider the vignette to be a 2-minute commercial (two :60s) or would you consider each vignette to only contain one sixty-second commercial?

The Media Guru Answers(Tuesday, June 02, 1998 ):
CPP is a simple calculation. Divide cost by rating. Length is not a factor. Sometimes buyers will create a special cpm adjustment based on length to compare different units.

If your content is a message about the specific product, you could count the whole 120 seconds. This makes no difference, except in the buyer's special case, mentioned above. Or, you can treat it as two :60's, which does make a difference, because the cost is then divided between the two commercials.

If, on the other hand, it is just related content, such as the history of shoe shines, to accompany a shoe polish commercial, then it is just a supportive environment, and not typically counted as a commercial message.