MK221 Lecture Notes - Lecture 3: Audience Measurement, Media Planning
1 Nov 2018
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Document Summary
When media planners bu ad time/space, key metrics include. The most basic unit of audience measurement is the impression. An impression is a count of how many time people had the opportunity to see an. Calculates the number of people using the median at the time. Similar to market share: refers to the success a program as in attracting viewers. Add the number of exposures divided by the number f people who saw it (reach) 30 watched program 4 times on the average. 4 x 30 = 120 gross rating points. Television is a medium that helps builds reach faster compared to other forms of media. Recency theory came about through the work of john philip jones professor of advertising at syracuse university. Jone"s research demonstrated that the last exposure closest to the point of purchase had the greatest impact on short term sales. You no longer need to be a math wizard to estimate reach when planning your media.
