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 campaign that uses two or more media at one time.
Total number of people times of announcements/insertions.
Percent of the total market or demographic a campaign will reach. (Total Impressions divided by Total Population = Reach)
Percent of the market or demographic reached for a particular time period or location purchased.
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 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.