Media Buying: Learn mediaspeak!

By: Linda Kahn, Senior Vice President, Media

Sometimes in media we speak a different. I am hoping these short columns will help us communicate in the same language! To begin, here’s a quick guide to media buying terms and terminology that we put together for our clients:

Media Mix

Media campaign that uses two or more media at one time.

Total Impressions

Total number of people times of announcements/insertions.

Reach

Percent of the total market or demographic a campaign will reach. (Total Impressions divided by Total Population = Reach)

Rating Points

Percent of the market or demographic reached for a particular time period or location purchased.

Frequency

Average number of times the audience will be exposed to a message.

Gross Rating Points (GRP)

Reach of total audience multiplied by Frequency.

Target Rating Points (TRP)

Reach of a specific audience (i.e., Adults 25-54) multiplied by Frequency for that same audience. (50% Reach multiplied by 7 Frequency = 350 TRPs)

Cost Per Point (CPP)

Total Cost divided by GRPs or TRPs. ($3500/350 TRPs = $10 CPP)

Circulation

Circulation is the foundation for determining the advertising value for outdoor and print. Outdoor circulation is based on traffic counts and newspaper circulation is based on subscriptions/newsstand sales.

 

Penny Ohlmann Neimann

The Ohlmann Group has a rich history that began in Dayton, Ohio in 1949, where the agency was founded as Penny and Penny by Bob Penny and his wife Jean. In 1964, Walter Ohlmann joined the firm. Ralph Neiman came on in 1969 and the firm became Penny/Ohlmann/Neiman. In 2011, P/O/N was renamed The Ohlmann Group to better reflect the agency's ongoing evolution and collaborative nature.

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