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Media Guru

Guru Search Results: 1 matches were found

Thursday, November 15, 2001 #4894
Will you please explain the math and rationale for equivalizing :15s in broadcast tv? I keep hearing the term, but my buyer couldn't clearly explain it. She also said she didn't believe in doing it. Do you? Thanks as always!

The Media Guru Answers(Thursday, November 15, 2001 ):
Buyers and planners look at this process differently. In actual fact, a :15 and a :30 in the same program have the same audience, but different costs.

To planners the audience is more important, in its relationship to reach, etc.

Buyers, however are more cost and efficiency focused at the program level. They will simplify avails by assignninig everything the :30 price and using a factored audience to reflect the :15 efficiency.



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