Media Planning Metrics and Audience Analysis Formulas

Key Media Planning and Audience Metrics

This document defines essential terminology and formulas used in media planning, audience analysis, and campaign evaluation.

Core Audience Measurement Definitions

Audience Profile

Represents the distribution of the audience of a medium or support across different segments of the population, expressed as a percentage of the total audience of that environment.

Useful Hearing (Target Audience Reach)

Hearing that simultaneously belongs to the medium's total audience and the defined target audience.

Rating

The audience expressed as a percentage relative to the universe or the target audience. This is often referred to as the rating of the medium.

Cumulative Audience

The total audience reached by a medium or support after one or more insertions.

Affinity

The useful part of the audience relative to its total audience, expressed as a percentage of the total useful subset of the audience.

Analyzing Media Support and Economic Efficiency

Duplication Audience Share (Share)

The percentage of support hearing regarding the overall audience average in the same period studied.

Economic Analysis Metrics

• Cost Per Thousand (CPM)

  Expresses the cost of generating 1,000 impacts at the target audience.

  Formula: CPM = (Price / Audience) x 1,000

• Cost RP (Cost Per Rating Point)

  The cost associated with achieving one Gross Rating Point (GRP).

  Formula: Cost RP = Rate Cost / GRP

Evaluating Media Plan Results

Coverage

The percentage of the target audience exposed to the advertising message at least once during a given period of time.

Formula: Coverage = (Net Audience / Target Audience) x 100

Example Net Audience Calculation (Support A and B):

Net Audience = (Audience Support A: 207,100) + (Audience Support B: 84,000) - (Duplication: 48,100)

Impact (Total Impressions)

The total number of times the advertisement will have the opportunity to be seen.

The total impact is the sum of the impacts generated by each support, accounting for duplications:

• Impact A = (Audience Support A - Duplications) x Times (1)
• Impact B = (Audience Support B - Duplications) x Times (1)
• Duplication Impact = Number (48,100) x 2 (Doubles)

The total impact is the sum of the above calculated impacts.

Frequency

The average number of times individuals in the target audience are exposed to the advertisement.

Frequency can be expressed as:

• Arithmetic Mean: Total Impacts / Net Audience
• Distribution: Analysis of the total exposures across supports (e.g., total supports A and B, analyzed without multiplying total mirroring/duplication).

Gross Rating Point (GRP)

A numeric index that relates the main variables analyzed (Coverage and Frequency).

GRP Calculation Procedures:

1. Procedure 1: GRP = Rating Point (RP) x Number of Insertions. (The total GRP is the sum of the individual GRPs for each support.)
2. Procedure 2: GRP = (Total Impacts x 100) / Target Audience
3. Procedure 3: GRP = Coverage x Average Frequency