MAKING A MEDIA BUY

MAKING A MEDIA BUY You are tasked with making a media buy for a product that has a $3MM advertising budget; the target audience for this product is adults ages 18-49 years old. The client has indicated a group of prime time TV shows and magazines that they feel are appropriate media vehicles for their product. You have the following information on these shows and magazines: SHOW 18-49 TOTAL # COST TRP’S VIEWERS Mike & Molly 2.4 9.7MM $175000 Black List 3.1 11.2MM $195000 Grays Anatomy 4.2 11.0MM $225000 Big Bang 5.3 13.2MM $215000 MAGAZINE CIRCULATION COST People 3.35MM $171000 AARP 21.5MM $367000 Time 4.0MM $289000 Cosmo 2.7MM $156000 1. If you were to spend all of your budget on prime time TV, how many spots would you buy for each show and what would be the total number of 18-49 TRPs you would purchase and what would be the total number of impressions this would generate? If your TV buy reached 30% of the target audience, what would have been the average frequency of this buy? 2. If you were to spend your total budget in magazines, how many pages in each magazine would you purchase and what would be the total number of impressions this generates? 3. If you were to split your budget between TV and magazines, how would you split it? Which TV shows would you purchase spots in, how many TRP’s would this generate and how many impressions would the brand receive? If this portion of your media buy had an average frequency of 1.5, what % of the target audience would you have reached? Which magazines would you buy pages in and how many impressions would that generate for the brand?

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