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Guru Search Results: 26 matches were found

Wednesday, May 18, 2011 #7892
Media Guru Thanks, I am refering to national media and specfically cable, not local spots. We are primarily interested in the cost of DRTV 1 min - 2 min because of what we think we need for a high priced, more complex product in the $400-$500 retail price range launched nationally. our plan is to drive interest to a toll-free number and/or website ie. for a free DVD/more information and then close sales ultimately i.e. over 4-6 wks. and continuing running DRTV based on acceptable returns from the advertising a to be determined length of the campaign. If this does well, then we may then consider a longer format version. Consequently, I don't understand enough about reach and frequency, but understand the DRTV approach is strictly about frequency/number of spots and a conversion rate- our investor - simply wants to spend x dollars for the most # media spots at the least cost and generate the maximum number of profitable leads or close sales. Our objective is to schedule it with cable channels with an audience that meets our target M-W, 35-55, college educated, ideally $70,000 household income demographics and may skew towards women (60% purchasers vs men 40%). Consequently if i had a media budget of say $100K for just for purposes of discussion for 1 month all spent against DRTV either 1 or 2 min formats on national cable, how many spots would I approximately receive and at what cost per spot? For example if the media budget was $100,000 divided by say $1000 per DRTV 2 min spot, this would yeild 100 spots for the month, So whatever rough range of media costs per spot that you can provide for 1 min, 2 min and 30 min formats would be helpful just for budgeting on our end. Lastly without you knowing our product - on national cable say a Lifetime, Discovery Channel or even Animal Planet if there is any range that you are aware of assuming a new, unkown product and if the creative execution addresses a need or problem but was just considered fair not bad, not good: would a range of 2000-3000 website hits per spot be reasonable by the end of the first month? I know this could be a tremendously wide range, but assuming the ad creative as just average for a DRTV spot what have you seen in aproximate ranges for average number of website hits per spot for the first month of a new product's campaign (i.e. assuming $100K or $200K 1st month media budget?) Sorry I am asking lame questions, but appreciate any general responses - it will be helpful just for some preliminary budgeting.

The Media Guru Answers(Wednesday, May 18, 2011 ):
As to web hits, consider that a web campaign averages about 0.1% clickthru. So 2000 hits would need about 2,000,000 web banner ad impressions. But you are trying to convert TV impressions into people typing in your URL.

Let's say that will only work 10% as well. so you would need 20,000,000 impressions. If an average cable spot you buy has an audience of say 300,000 in your target that's about 70 spots. Looks like you could afford it.

Thursday, April 14, 2011 #7852
how many ads do you think the average American sees a day. From media like: newspaper, radio, television, computers and personal devices (smart phones and tablet pcs). I know this question has been asked to death but I feel the number has risen with the increase in the integration of technology in everyday life.

The Media Guru Answers(Saturday, April 16, 2011 ):
The Guru's past answers on this topic, generally debunking the high numbers often cited, center around the available time for a person to receive ad exposures. Query #7389 is a good example.

If we consider only actual ad messages, and not incidental exposures to logos or products, we must remember that all this technology does not increase the amount of time a person has available for exposure. If today we fiddle with our smartphones or web surf on our tablets while watching tv, instead of browsing through amagazine or newspaper while watching tv, have we added to our total exposure opportunities? The Guru would say not by much, if at all.

Tuesday, March 17, 2009 #7673
A hospital client has referenced recent research concerning advertising recall, that recommends doubling up on local affiliate network ads (two 30 second ads per show when possible) to increase recall significantly. Are you familiar with such research and the validity? Also, do you see any benefit for a hospital to run a Wed-Fri only schedule?

The Media Guru Answers(Tuesday, March 17, 2009 ):
The Guru has not seen this research.

Obviously doubling frequency will increase recall, as wouild any increase in frequency.

Why affiliates in particular?

Wed-Fri makes no apparent sense. Grocery chains do this because of shopping days. Does a hospital have heavier days? Do they even know on what days people decide about elective surgery? Emergency admissions might tend to weekends and holidays, but how many of those would be based on advertising?

Friday, February 01, 2008 #7491
Hello Guru, Hope all is well. Is it acceptable to enter into a reach model "1" for an ad in both a newspaper and a magazine if they share the ride, or should it be counted as two separate insertions, one for the newspaper and one for the magazine? The geographical base is the same for both.

The Media Guru Answers(Saturday, February 02, 2008 ):
First, consider what you really want to know, and then what are the actual facts and their impact on measuring your media plan.

Ultimately, you really want to know how many different people see the ads and how often.

On the "actual facts" side, the Guru believes you are saying you are advertising in a Sunday newspaper and its magazine supplement, like the Sunday NY Times (ROP) and the NY Times Sunday Magazine.

At some levels, this is equivalent to advertising in two different sections of the the same day's newspaper edition. You would not add to the reach, but you would double the GRP's.

In the ROP + magazine situation, the Guru expects that there is a somewhat better chance that the duplication is less than the 2 ROP ad scenario.

However, syndicated research resources do separately measure the newspaper and magazine, and the newspaper itself may have specifically researched your scenario. Get access to these resources and then apply your best judgment as to what use of the reach model best reflects reality.

If you are instead considering a newspaper and the local edition of a national supplement that may have some additional circulation, there may be a slight difference.

Friday, September 21, 2007 #7416
Who is responsible for developing the creative rotation? And who is responsible for providing the creative rotation instructions to the media outlets? Account? Media? Traffic? Is it the same for all media?

The Media Guru Answers(Friday, September 21, 2007 ):
Understanding that any agency may set this up as it wishes, and that some do not have traffic departments or may have the function handled in production, here are some norms:
  • The creative rotation is determined by the account group. Media will not necessarily know all the available pieces of copy, nor whether there is a marketing reason to rotate the available copy in some particular way other than evenly. Account people may well ask media staff to recommend how many different pieces of copy are appropriate for the schedules planned and purchased.
  • Rotation instructions are typically provided to media vendors by the traffic people, who are responsible for transmitting copy to the vendors.
  • Online media may be handled differently, since the trafficking and rotation may be incorporated into media responsibilites for working with the third party adserving services (e.g., DoubleClick, AtlasDMT, 24/7, etc.)

Monday, July 16, 2007 #7389
Dear Media Guru, I am currently researching marketing habits, i am looking for a breakdown of say how many adverts, websites, brands etc we see on average per day?

The Media Guru Answers(Sunday, July 22, 2007 ):
Some say the total number is in the neighborhood of 2000 a day, a highly sensationalized figure popular in media reporting. Clearly, even when fully engaged in media consumption one is only going to see 30 or so ads in an average hour of TV, for example, and even if you are skimming through a magazine at the same time, would the number double? A person is only likley to be exposed to at most 16 hours per day of ads (gotta sleep, too), and probably takes some time off ad viewing to work. "Brand exposure" is not readily measurable, if you want to count everytime a label might be seen in the day. A person who spent an hour or two shopping the supermarket or Home Depot could well add a couple of thousand brand exposures that day.

In 2004, Media Dynamics, Inc's "TV Dimensions" estimated a daily potential exposure of 288 ads, counting TV, radio, print and internet.

Wednesday, May 25, 2005 #6937
Thank you for your answer about internet grps(#6936). Another question would be, can we calculate reach for internet? and how about reach for a hispanic target

The Media Guru Answers(Wednesday, May 25, 2005 ):
Calculating reach is ususally done in one of two ways:
Using a respondent level audience measurement such as Nielsen//Netratings or comScore-MediaMetrix, one tracks the actual use by the relevant demographic within the sample against the schedule run.

More practically, one obtains a series of such measurements and builds a model, so that one can then genralize from schedules run in the future, using variable such as # of impressions, number of sites in the mix, share of page loads on the sites, etc.

The issues are what portion of the sites' reach does your schedule get and what is the duplication between sites' audiences.

For example, Yahoo might reach 40% of all those online in a month, but your buy will probably appear in less than 0.1% of all Yahoo page loads. And how many of the persons exposed to your Yahoo buy will also be exposed to your buy on

Since Hispanic audience is measure by both services, the Hispanic issues are no more difficult in this scenario.

As a ballpark sort of estimate, most major sites ought to be able to tell you the number of unique visitors exposed to your schedule. This number, divided by the relevant universe will give you an estimate of reach on that site. You can combine sites' reaches by random probability unless you can get site duplication estimates from the sites.

Thursday, April 07, 2005 #6887
Can you give an updated response to the question of how many ads the average person is exposed to every day? I read your 1997 response, but it seems that now with the Internet and so many more types of "interruption" advertising, that number must have increased. And while we're on the subject, what would the number be for the average American 25 years ago?

The Media Guru Answers(Sunday, April 10, 2005 ):
It is crucial to keep in mind that a person has only so much time in a day to experience commerical exposure, And that hasn't changed much in 25 years.

Assume a person has 16 waking hours a day, or 960 munutes.

Assume that this person works or attends class or otherwise is not experiencing significant ad exposure for 7 of those hours, leaving 9 media consumption hours, or 540 minutes. And assume that one-quarter of that time is consumed by ad exposure, or 135 minutes. And if :30 is the average broadcast ad length these days, that's 270 ads if it's all broadcast. Print must be calculated somewhat differently, but lets say one ad exposure for two minutes of consumtion here as well. If web surfing time has replaced 1 daily hour of TV time for the average person in 25 years, how many more ads per minute does the intenet present than TV? On a content site, even if it's 2 per minute, the overall effect on average daily ad exposure is minimal. The Guru would guess less than 10% change in daily ad exposures over 25 years, again because there is only so much time in which to experience ad exposure.

Monday, November 01, 2004 #6656
I am doing my senior project on a new product, a kitchen appliance, somewhat like the Pasta Pro, and I haven't decided where to campaign first, either by U.S. region or nationally. how many new product launches were there last year, and how many were successful, and from where... I was thinking California. I wanted to use media channels such as QVC or infomercials, Good Housekeeping magazine ads, Lifetime TV and whatever suggestions you may have. I have no prior knowlegde about the household industry. Please help... Thanks!

The Media Guru Answers(Wednesday, November 03, 2004 ):
You need to have a media plan, not merely to imagine individual vehicles that might work. Before that you need a marketing plan. By the way, QVC is not a medium, itís a sales arrangement.

See the Guru's Parts of a Media Plan

Wednesday, September 17, 2003 #6160
how many ads - across all media - tend to feature phone numbers vs. strictly branding?

The Media Guru Answers(Saturday, September 20, 2003 ):
Try Direct Marketing Association (DMA) or or, CMR (Competitive Media Reports) and other ad tracking services.

Monday, April 14, 2003 #5933
Media Guru: I'm searching for a 2003 media calendar (not sure if that is the correct term, but a calendar which specifies how many weeks in a month for media buys, not the same as a regular calendar b/c i remember in 2001 feb. had 5 weeks) can you direct me to a site where i may obtain one.

The Media Guru Answers(Monday, April 14, 2003 ):
At this writing there's one at StrategyMagazine and at

The simple rule of thumb is that broadcast weeks are Monday - Sunday and a month ends on its last Sunday. So, the broadcast month of April, 2003 ends Sunday 4/27 and the Broadcast month of May, 2003 begins on 4/28.

Wednesday, March 20, 2002 #5162
how many ads does it take to make an impression? to generate a response or action?

The Media Guru Answers(Thursday, March 21, 2002 ):
The media term "impression" means one exposure of one ad to one member of the universe.

Tradition says it takes three exposure to genrate recognition and action.

It really varies depending on category, medium, message, copy quality, and other factors.

Friday, July 13, 2001 #4576
Dear Guru, I have enjoyed your past insights a lot, and I wonder if there is an answer to my problem as weel. I am wondering if there are some measurement that indicates the propbablility of an ad being seen. For example, when a magazine quotes a CPM it is based on how many people that have the opportunity to see an ad. Is there a measurement or an industry standard ratio of CPM verus how many people that are likely to actually see/register the ad when they read the magazine (or some other media). Thanks.

The Media Guru Answers(Friday, July 13, 2001 ):
Various measurs of this likelihood of ads being seen and/or remembered are online at The Magazine Publishers' Association, for example The Magazine Handbook.

Sunday, February 27, 2000 #3254
I would like to have information about typical rates of frequency that are considered necessary for advertising to be effective on different media. I would like information for television, radio, outdoor and print advertising. If there is such information, I would also like information for internet ads. In short, how many times does an ad need to be seen on different media before for an effective reach. Thank you...

The Media Guru Answers(Sunday, February 27, 2000 ):
Most judgements about effective frequency are just that; judgements. The traditional number, 3, is based on century-old learning theory about repetitions of information needed for learning to occur. This theory is not medium-specific but has many other aspects.

Click here to see past Guru responses about this and the Ostrow model

Research by DoubleClick about "banner burnout" shows that internet ads lose effectiveness (in the sense of causing clicks) by the third repetition. Of course, if you want to apply this approach to internet advertisng then you would be considering the awareness-building and sales-driving aspects of banners, rather than click-thru.

Thursday, December 09, 1999 #3042
Dear Guru- I have heard there are thousands of ways to advertise on the internet for free. What are they, and do you think any of them are effective? how many impressions do you think can be generated with little or no money to spend. Thanks!

The Media Guru Answers(Thursday, December 09, 1999 ):
There may be thousands of sites, but the Guru doubt's there are thousands of ways. Here are some:
  • Free on-line classifieds on community and local newspaper sites
  • Free on-line classifieds when you pay for print advertising in major newspapers
  • Free banner ads as merchandising for buying paid space in traditional media, particularly magazines. Free job lisitng ads in many places, including AMIC's Ad Jobs area.
  • Link exchanges which are banner trades with other sites.
  • Cross-links with other sites.
  • Putting up your own ad-bearing site in the free web-site space allowed to customers by many, if not most, ISP's

The Guru does not think many of these options generate large numbers of impressions. They may be effective, given a small scale goal.

Thursday, December 09, 1999 #3039
dear guru how can i estimate reach precentages? is their any model that i can study from? i ask you before about raech and you answered that its a judgement decision. i am trying to estimate how many people will wxposed once , twice, and more to my ads on t.v ( old brand, the first time to adverise , direct competitores are not using advertise at all the largest share of voice, the target audience: main shopper with children ) is it enough to compare my case to other t.v campaign which had some close goals( target, budgets, adverisment environment, and so on) or may you has any other way to guide me? please try to help me many thanks

The Media Guru Answers(Thursday, December 09, 1999 ):
There are many parameters to consider for various media and dayparts. Computer models seem to be the only sensible way to deal with all of today's options. AMIC's sister company, Telmar, which has offices in your country (Israel), is the leading worldwide provider of this type of software.

Statistical texts can give you information about some of the basic reach estimating formulas, such as the Beta Bi-modal function.

Monday, October 04, 1999 #2843
Guru - I have been put in the situation of planning, negotiating and buying online advertising. I'm having difficulty in determining the appropriate number of impressions to purchase for a two week flight of an entertainment property. I understand every site is different, but is there a benchmark to follow? Someone once said that the minimum level of impressions to be effective is 10% of the site's available impressions. This seems high. Also, is there a syndicated source that lists the total number of impressions available per month? Can online impressions be purchased against a specific demo (i.e. Men 25-54)? Thank you for your help.

The Media Guru Answers(Monday, October 04, 1999 ):
There are many buying-minimum rules of thumb that seem arbitrary on first consideration, like '12x per week per station' in radio, but have a logic if someone clearly explains it.

However, this "10% of the available impression" idea is certainly not one of these. It's not only arbitrary, but relatively ridiculous.

Consider a site like Yahoo, which may generate well over 1 billion monthly impressions. 10% of that is 100 million. If you bought that weight at a $30 CPM, that would be $3,000,000 per month. Are there many advertisers spending at that rate? And, if you think about other top sites, it becomes even more fantastic.

According to Nielsen//Netratings, top, deep-pockets, online advertisers like Microsoft, AOL and Yahoo each ran about 200 to 600 million impressions in August. And of course, they didn't do that on just a few sites.

What would a 10% rule achieve? Identification with a specific site? Perhaps some very targeted sites which fit your campaign creative very well are worth sponsoring at this level. Or do you think each person exposed is aware of how many other people are seeing other banners on the same site?

By the way, the Guru would be interested to hear anyone's justification of a '10% of available impressions' rule and will post here any that make sense.

It's also worth noting another point here: Bigness is of questionable value in selecting on-line media vehicles. Exposure isn't figured in the same way as for other media: In a magazine, each ad page is treated as if it had the average audience of the issue; within some tolerance, this is realistic. But in a popular web site with potentially hundreds of pages, neither the home page nor those within the site get all the monthly impressions the site accrues. Any one page might get less than one percent of the total, and a rotating banner might get less than one percent of the page where it's shown. One million impressions can be bought from a site with one billion to sell or with just two million. If the targeting is controlled, there is equal value.

Sometimes page or section content will allow targeting to be assumed. On some sites, registration data, or 'cookies', or IP tracking can allow ads to be served to specified categories of visitors.

Wednesday, September 15, 1999 #2800
I just did a media buy for radio, cable, and related internet sites for a NJ based portal business that wants to attract consumers to their site. They asked me what number of people visiting their site constitutes a sucsessful ad campaign...50-100 week? Since visitors won't be buying anything, (no e-commerce)how do you judge what kind of response is successful? Is there any research on new "Dot Com" companies who have advertised, and what kind of results they got?

The Media Guru Answers(Sunday, September 19, 1999 ):
Any advertiser needs to define its own success. Portal sites are usually expected to deliver boxcar numbers, they are playing in a league with Yahoo, Netscape, Excite, etc, which have 20 million or more monthly visitors.

If your advertiser isn't doing e-commerce, presumably it wants to sell advertising based on the size of the audience it can deliver. If portals sell monthly banner ads at a $35 cpm, what is 100 visitors a weeks worth? If it's 100 per week, and they each view 3 pages that's 1200 impressions or $42 worth of traffic. The Guru is guessing you spent more than that on the campaign. If these people come back every week, it will be a long time before a campaign at this rate of response is "successful."

Using the actual cpm and page loads at the advertiser's site, you can estimate how many visitors and page views are needed for a return on investment.

C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) and Internet Advertising Bureau are most likely to have accessible research in this area.

Wednesday, July 14, 1999 #2632
What are GRP's and what do they stand for in a media buy? I am an Account Manager and don't have the Media background but need to explain the GRP levels to my Product Managers. Please help.

The Media Guru Answers(Thursday, July 15, 1999 ):
GRPs are gross rating points, the pounds and ounces of media buying and selling. The target audience of an advertisement divided by the population of the target group is the ad's rating. The sum of the ratings of the ads is the Gross Rating Points. Plans specify how many GRPs of each medium to buy. For print, specifications are more often numbers of insertions in specific titles, but the GRPs can be calculated the same way and one plan compared to another.

Allowance must be made for :15 versus :30 GRP or half page versus full page. A given program or magazine has the same rating (GRP) whatever the ad size/length, but obviously there is more benefit from 100 GRP of :30s or pages than from 100 GRPs of :15s or half pages.

Thursday, June 17, 1999 #2584
Do you have, or know where I might obtain, information regarding staff ratios at agencies--e.g., how many media people, ads, AEs, copywriters, etc.--are appropriate per $M of billings?

The Media Guru Answers(Sunday, June 20, 1999 ):
Ad Age and possibly some other trade publications report these statisitics annually.

But keep in mind that the statistics are averages. A $10 million dollar account needs far fewer creatives, AEs, and media people than ten $1million accounts

Tuesday, September 08, 1998 #2031
Dear Guru, I'm new in the Advertising field. I would like to know how to calculate the Target Market Reach1+, Reach2+, abd the Average Frequency. TIA. -- SKY

The Media Guru Answers(Wednesday, September 09, 1998 ):
The answer depends upon what data you are starting with. At its most simple, "1+" reach is the same as just saying "reach". If you know the GRPs, and the reach, then the average frequency is calculated by dividing reach into GRPs.

At bottom however, in each medium, TV, radio, print, etc. reach was actually measured at some point, rather than calculated . That is, using respondent level measurement, such as Nielsen or MRI or Simmons, actual schedules advertiser were evaluated for gross audience accumulated and the net reach accumulated, as well as how many people saw exactly one advertisement in the schedule, how many saw 2, how many saw three, and so on. As the Guru stated above, reach is defined as those who saw one or more (1+) advertisements. 2+ or 3+, etc, is determined by adding those exposed to each discreet number of ads.

Taking the results of many of these schedules as a scatter graph, a classic reach curve may be plotted. Or, by arraying GRPs and frequencies in a table, a formula equivalent to the curve can be determined statistically. This formula then becomes a "model" for calculating reaches of other schedules in similar media. Formulae for 2+, 3+ frequencies can also be calculated. There are no simple formulas for doing this. "Beta Bimodal" is one statistical function frquently used. These functions and models are usually built into large computer media planning systems like Telmar's.

Monday, July 06, 1998 #1937
Dear Guru, I'm trying to find info on the relationship between reach and frequency known as the prime axiom in media planning. Such as, what it is, why is it useful and how is it directly or indirectly measured? Also, I need research on the volatility of broadcast media. For instance, how can broadcast media avoid law suits if they fail to run a commercial. I'm frantically completing a take home exam for a graduate class and can't find research on these topics. Any help you can give would be greatly appreciated. I'll let you know if we get an "A."

The Media Guru Answers(Tuesday, July 07, 1998 ):
One wonders at the sort of course where these terms matter but are not thoroughly taught. Reach and Frequency are the weights and measures of a media plan.
  • "Reach" tells you how many different people are exposed to an advertising schedule. It is commonly expressed as a percentage of a target group's population. E.g. 75 percent reach among women 18-49.
  • "Frequency" tells you the average number of exposure to the schedule experienced by the people reached.
The usefulness should be obvious: no matter how great or impactful an ad may be, it will not sell product unless it reaches enough people and reaches them frequently enough to have an effect on their behavior.

The various research tools media planners use which measure the audience of TV shows, radio stations, magazines, etc can also tell us how many people are reached by schedules of several uses of theses programs and books. From these direct measurements, statistical models are built which can estimate the reach and frequency of schedules being planned. Media Planners can therefore compare alternate schedules to determine which ones will best meet reach/frequency goals.

Thinking of pure arithmetic relationships, reach and frequency are linked with GRPs -- Gross Rating Points. When the ratings (audience as percent of target group) of all the individual ads in a schedule are added up, the resulting total is GRP. GRP divided by reach = frequency and reach X frequency = GRP. 2. Mistakes happen. Fine print in contracts protects broadcasters against liability if they inadvertently miss airing a commercial, or deliberately do so because a higher paying advertiser comes along, or because the decide to air a news special. etc. Their only obligation is typically to give a "makegood," another commercial location with equal or better quality.

Wednesday, September 18, 1996 #1144
I'm trying to come up with reach curves (how many impressions does it take to get max. reach) for various on-line sites. Do you know how to do this?

The Media Guru Answers(Thursday, September 19, 1996 ):
Yes the Guru knows how to do this. He has done it for many media. The first step in "how" is to assemble some actual measurements of the accumualtion patterns of the medium for which you want a reach "curve" model. Telmar has done this and the latest versionof the AdPlus programhas internet curves built in.

If you could persuade a site to give you their unique monthly visitors and for example the 3 month unique visitors,then you could use the latest version of Telmar's AdPlusto determine the reach.

Note: Telmar is the parent company of AMIC and provides supportfor the media guru.

Monday, August 05, 1996 #1171
In regards to print advertising, what is a wear-out report? What data do I need to complete this report (reach, frequency, formulas)?

The Media Guru Answers(Thursday, August 08, 1996 ):
The Guru has discussed Wear Out previously (see below July 17 and May 7).

A wear out report would state the status of various print executions in your campaign in comparison to the wear out standard you have established.

Clients have a way of asking the wear out question without setting a standard or even being able to decide how to set one.

Essentially an ad is worn out when it loses all or most of its ability to accomplish its marketing purpose with its target. The purpose may be as simple as product sales, or lead generation in a direct response campaign, or it may be as difficult to define as building brand imagery or awareness of a specific product benefit. Since directly relating any of these to a specific ad would require custom research, it is typical to use whatever research has been done in the past as related to easily modelled media measurements, such as reach, frequency, GRPs or quintiles.

For example if in the past, a custom study showed the average ad was worn out at a time when the planners knew that 80% of the target had seen it 8 or more times, or when the frequency in the top 2 quintiles passed 30. (Don't use these examplenumbers). Naturally, different ads perform differently, but you will need to work on an average basis.

A wear out report then becomes a matter of reporting something like how many of thetarget have seen the ad at least "x" times, or that the frequency in the top 2quintiles will exceed the standard measure as of a certain month of the schedule, or"X" number of GRPs will have run for the ad by some date.

The key is knowing how one of these media measures relate to your wear out standard. Then the report is a simple task.

Tuesday, May 07, 1996 #1226
how many times can a print ad run before it wears out?

The Media Guru Answers(Wednesday, May 08, 1996 ):
The only answer to such a question is "it depends."

How powerful/interesting/competitive is the ad?

What reach and frequency is being developed as the ads insertions repeat.

how many different magazines versus repeats in the same titles.

What is your definition of "wear out?" Decline in awareness, decline in incremental sales, frequency of exposure in the top quintile or top 2 quintiles?

. . .it depends.

Thursday, November 16, 1995 #1820
Do you have any information on TV advertising? Specifically, during a 30-minute, primetime TV show has there been a change in how many ads are shown. Are ads longer, shorter...

The Media Guru Answers(Thursday, November 16, 1995 ):
To make sense this must be answered in relation to a period of time. Over the years, commercials have become shorter, from mostly :60's to mostly :30's to a large percentage of :15's, a trend which reversed somewhat recently. Commercial loads in various dayparts have also changed, mostly upaward, over long history. AdAge and other trade publications available at most libraries frequently report trends in commercial length and numbers.