47
The
importance of cprp efficiency
cost
no.
program
name
channel
(millions)
TVR
CPRP
1
di sini ada setan
SCTV
18000
13
1392
2
konser inaugurasi
AFI
IVM
18000
13
1440
3
gengsi gede-gedean
IVM
18000
13
1441
4
diari AFI
IVM
12000
10
1200
misteri
gunung
merapi
5
3
IVM
20000
11
1761
Table 2. 3 CPRP calculation
Budget 100 millions;
–
Disini ada setan
with CPRP = 1,392
GRPs = 72
–
Misteri
Gunung Merapi with CPRP = 1,761
GRPs = 57
The inefficiency become 21 %)
Duplicated
rach
illustration:
imagine that you only run the ad on two different TV programs.
Some people will not see the ad at all. Some will see the ad only once on
Program A and others will only see the ad once on Program B. Finally, there
will be a group that sees the ad twice: once on Program A and once on Program
B.
This
group
is the duplicated reach.
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