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RE: SV: Re(2): Media Conglomerate Packages

Stitt, Ron D. (Ron.D.Stitt@abc.com)
10/27/1999 2:30:00 PM 

The poorly-targeted station may actually be offered at a very competitive
CPM/R, because they want the business.  In many cases, it may  be a less
desirable station overall, and thus have inventory to play with.

Did you know that CBS network TV, the least-targeted for A18-49, actually
offers the most efficient (CPM-wise) A18-49 packages, cheaper than Fox?  The
programming has very low composition of the target, but they want the
business.

-----Original Message-----
From: mbispo@ideaguys.com [mailto:mbispo@ideaguys.com]
Sent: Wednesday, October 27, 1999 11:30 AM
To: MediaPlanning Discussion List
Subject: Re: SV: Re(2): Media Conglomerate Packages


MediaPlanning@mail.telmar.com writes:
>
>If the CPR on one station is low against your target audience and the CPR
>for the other station is too high because doesn't fit the targetaudience,
>how can they combine those two stations and give you a "overall
>attractive"
>CPR within the target audience?

Actually, the reps apply premiums to the attractive stations and discounts
to the unattrative ones.  If they know thier station matches my target,
they are going to try and make me pay through the nose.  This often
results in unrealistic CPRs for high ranking stations (anyone who has
bought Toronto or Vancouver broadcast media feels my pain).  So what they
do is combo the high ranking station with thier low ranking sister
station.  The low ranking station CPR is a steal because no one would buy
it otherwise.  Between the two stations you get a package deal that
delivers a combo/averaged CPR of your origional objective.

Micheal Bispo
Media Supervisor (yup, they promoted me)
MaxxMedia Inc.
Toronto, Ontario, Canada
>
>


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