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Factors which help build
high reach in a TV plan:
-
High-rated programmes
-
“One-off” programmes (major sports events, major movies)
-
A
wide selection of program genres
-
A
wide selection of broadcast times (dayparts) and days of the week
-
Use of many stations
Factors which often lead to
lower reach in a TV plan:
-
Lower-rated programmes
-
Programmes likely to deliver the same audience nearly every day (soap
-
operas, daytime talk shows)
-
Fewer stations
CPRP (Cost Per Rating Point)
= cost that paid to buy one rating point.
-
The method of relating broad case audiences to cost.
-
A
common denominator for media comparisons.
-
Calculated by dividing the cost of commercial time by the program rating.
CPRP = cost of commercial time / GRP
For example: the cost of commercial time is 100 million
GRP = 50
CPRP = 100 million / 50
=
2
millions
So
that
in
this
target
audience
condition,
to
gain
1
rating
point,
we
need
2
millions.
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