Running head: ADVERTISING METRICS – ASSIGNMENT #1
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Student Information Scenario Number & Product: Scenario 07 Group members: (Kay)Wing Man Liu, Joshua Jafri, Linh Nguyen & Junseo Lee Instructor’s name: Michelle Kanfer OOH Buy # of Faces # of Faces Product
Astral
OUTFRONT
Pattison
Quebecor
Digital Horizontal Poster
2
-
4
-
Horizontal Poster
-
18
24
-
Street Furniture
-
59
92
-
Astral and Quebecor both do not have any inventory for horizontal posters or street furniture, while OUTFRONT does not offer any inventory in digital horizontal poster. However, Pattison offers the largest number of faces at 4 for digital horizontal posters, 24 for horizontal posters, and 92 for street furniture. The number of faces offered for Pattison’s digital horizontal posters is higher than what Astral offers. This means that Pattison's digital horizontal posters are located in areas that will provide fewer daily impressions than Astral. Therefore, the agency has to pay more to buy more boards to achieve the Daily Market GRPs. On the other hand, the number of faces offered for OUTFRONT's horizontal posters and street furniture is considerably lower than what Pattison offers. This means the locations of OUTFRONT's horizontal posters and street furniture are in areas that will provide more daily impressions compared to Pattison. If the agency decides to pick OUTFRONT as the supplier of horizontal poster and street furniture, the agency does not need to have more boards to achieve the same level of Daily Market GRPs. As a result, the agency can save on the cost to produce and post the non-digital ads, and instead use those savings to purchase more media.
ADVERTISING METRICS – ASSIGNMENT #1
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Reach/Frequency Reach/Frequency Product
Astral
OUTFRONT
Pattison
Quebecor
Digital Horizontal Poster
22/5.1
-
33/6.3
-
Horizontal Poster
-
66/35.3
64/24.2
-
Street Furniture
-
76/62.8
75/42.2
-
For suppliers that have digital horizontal posters, Pattison provides the best reach at 33% and frequency at 6.3, both higher compared to the other supplier, Astral. OUTFRONT has a higher reach and frequency compared to Pattison at 66 and 35.3 respectively for its horizontal posters, and 76 and 62.8 for its street furniture. That means the number of different audiences exposed to a media vehicle at least once during the advertisement period is higher. Furthermore, the average number of times a target audience is shown an advertisement is also higher. Effective Reach % Product
Astral
OUTFRONT
Pattison
Quebecor
Digital Horizontal Poster
1
-
2
-
Horizontal Poster
-
29
23
-
Street Furniture
-
42
37
-
The agency made these choices due to the comparatively higher effective reach, meaning that the selected suppliers will provide a higher quality of exposure in comparison to the other suppliers. While effective reach is used to calculate the coverage that affects viewers, reach is defined as the number of viewers who are shown the advertisement at least once during a specific time period. For example, if the company decided to launch an advertisement for a product using Pattison's digital horizontal poster, the percentage of reach is would be 33%, and the effective reach would be 2%. This means that 33% of the target audience will have seen the ad, and 2% of the audience would have bought the product as a direct result of viewing the ad.
ADVERTISING METRICS – ASSIGNMENT #1
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Target Impressions Target Impressions (000) Product
Astral
OUTFRONT
Pattison
Quebecor
1,445
-
2,664
-
Horizontal Poster
-
30,270
20,079
-
Street Furniture
-
61,415
40,825
-
Digital Horizontal Poster
For digital horizontal posters, Pattison provides 2,664,000 target impressions, significantly more than its sole competitor. Astral. On the other hand, OUTFRONT offers more target impressions where it can compete, offering 30,270,000 target impressions for its horizontal posters and 61,415,000 target impressions for its street furniture. The agency’s choice of a supplier from the different products is clear due to the target impressions of certain suppliers being much higher, indicating that a single advertisement impression from that supplier is much more likely to be of someone from the target audience rather than someone who is not. Cost Per Thousand CPM Net $ Product
Astral
OUTFRONT
Pattison
Quebecor
$8.05
-
$13.74
-
Horizontal Poster
-
$5.54
$5.97
-
Street Furniture
-
$6.41
$8.15
-
$8.05
$6.12
$7.70
-
Digital Horizontal Poster
OVERALL PROPOSAL
As shown through the tables, Astral has the best CPM, $8.05, for digital horizontal posters. However, its lack of inventory and other related factors led to the agency choosing Pattison for digital horizontal posters, despite its higher CPM of $13.74. While this has the disadvantage of costing more, the advantage of Pattison’s higher inventory and reach was concluded to be worth the cost. Pattison offers horizontal posters for $5.97 and street furniture for $8.15. While initially a good deal, OUTFRONT offers 4 bonus weeks at no extra charge, resulting in an even better deal
ADVERTISING METRICS – ASSIGNMENT #1
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for both its horizontal posters and street furniture, with a CPM of $5.54 (the best proposal offered) and $6.41 respectively. This more than makes up for its steeper initial cost due to its superior reach, frequency, and impressions, cementing it as the agency’s choice over Pattison for both horizontal posters and street furniture. Though the campaign will be longer than initially planned, the extra impressions will make a tangible difference. Selected Proposals CPM Net $ for Selected Elements Product
Supplier
CPM Net $
Pattison
$13.74
Horizontal Poster
OUTFRONT
$5.54
Street Furniture
OUTFRONT
$6.41
Digital Horizontal Poster
OVERALL PROPOSAL
$6.34
The CPM for the overall campaign of the agency’s selected proposals is $6.34. Campaign Cost for Selected Elements Product
Supplier
Net $
Pattison
$36,602.00
Horizontal Poster
OUTFRONT
$167,817.00
Street Furniture
OUTFRONT
$393,505.00
Digital Horizontal Poster
OVERALL PROPOSAL
$597,924.00
The total cost of the overall campaign for the agency’s selected products is $597,924.00. Explanation For digital horizontal posters, the agency chose Pattison based on its higher number of faces, 4; its higher reach, 33%; its higher frequency, 6.3; and its higher effective reach, 2%. Finally, its number of target impressions, 2,664,000, were significantly larger than Astral’s number of target impressions, 1,445,000. For these reasons, the agency decided on Pattison for digital horizontal posters despite its higher cost of $36,602.00.
ADVERTISING METRICS – ASSIGNMENT #1
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As for horizontal posters, the agency chose OUTFRONT for several reasons. Firstly, the agency would have to pay for fewer faces to be set up and produced compared to Pattison, as OUTFRONT has 18 faces compared to its competitor’s 24 faces. Additionally, OUTFRONT has a higher reach, frequency, and effective reach, which come to 66%, 35.3, and 29% respectively. Finally, it also has a superior amount of target impressions, 61,415,000 vs. Pattison’s 40,825,000. Based on these stats, the agency chose OUTFRONT for its horizontal posters. The agency’s reasons for its selection of street furniture mirror those of horizontal posters. OUTFRONT offers fewer faces, 59, compared to the much higher amount of faces Pattison offers, 92. It also has a higher reach, frequency, and effective reach, which come to 76%, 62.8, and 42% respectively. Meanwhile, Pattison’s reach, frequency, and effective reach sit at a lower 75%, 42.2, and 37%, also respectively. OUTFRONT’s impressions similarly outnumber those of PATTISON, 61,415,000 vs. 40,825,000. In summary, while the overall cost will be steeper than the alternatives, the agency believes that the selected companies will provide the best possible results.
ADVERTISING METRICS – ASSIGNMENT #1
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Television Buy Top 5 Programs Based on Rating% Top 5 Programs (Rating %) Program
Channel
Weekday
Rating %
ACADEMY AWARDS
CTV Vancouver (CIVT)+
Sunday
16.9
THE BIG BANG THEORY
CTV Vancouver (CIVT)+
Thursday
7.8
ACADEMY PRE-SHOW
CTV Vancouver (CIVT)+
Sunday
5.6
CBC Vancouver (CBUT)+
Saturday
4.0
CTV Vancouver (CIVT)+
Tuesday
3.4
HNIC Prime West THE FLASH
As seen in the table, the ACADEMY AWARDS has the highest rating % in Vancouver at 16.9, over twice the rating of the next highest show. Top 5 Programs Based on Share% Top 5 Programs (Share %) Program
Channel
Weekday
ACADEMY AWARDS
CTV Vancouver (CIVT)+
Sunday
67.6
ACADEMY PRE-SHOW
CTV Vancouver (CIVT)+
Sunday
46.3
GLOBAL NEWS MORN 6A
Global BC (CHAN/CHBC)+
Sunday
39.4
LIVE! KELLY & MICHAEL
CTV Vancouver (CIVT)+
Tuesday
38.6
THE BIG BANG THEORY
CTV Vancouver (CIVT)+
Tuesday
37.1
ACADEMY AWARDS has the highest share % of the programs listed in the table, 67.6%. Selected Programs – Cost Program Selection - Cost # of Program
Channel
Spots
Cost/Spot Total Cost
Cost%
2 $6,049.60 $12,099.20
26.3
CTV Vancouver ACADEMY AWARDS (CIVT)+
ADVERTISING METRICS – ASSIGNMENT #1
THE BIG BANG
CTV Vancouver
THEORY (Thu.)
(CIVT)+
ACADEMY PRE-
CTV Vancouver
SHOW
(CIVT)+
7
6 $1,782.20 $10,693.20
23.2
2 $1,904.40
$3,808.80
8.3
4 $1,273.70
$5,094.80
11.1
2
$730.60
$1,461.20
3.2
4
$795.20
$3,180.80
6.9
4
$848.40
$3,393.60
7.4
2
$754.00
$1,508.00
3.3
2
$564.30
$1,128.60
2.5
2
$448.50
$897.00
2.0
4
$432.00
$1,728.00
3.8
1
$430.40
$430.40
0.9
2
$288.00
$576.00
1.3
CBC Vancouver HNIC Prime West
(CBUT)+ CTV Vancouver
THE FLASH
(CIVT)+ CTV Vancouver
POWERLESS
(CIVT)+ City Vancouver
Modern Family
(CKVU)+
THE BIG BANG
CTV Vancouver
THEORY (Tue.)
(CIVT)+
AMERICAN NINJA
CTV Vancouver
WARRIOR
(CIVT)+ CTV Vancouver
ETALK (Tue.)
(CIVT)+
DC'S LEGENDS OF
CTV Two Vancouver
TOMORROW
(CIVI)+ CTV Vancouver
ETALK (Mon.)
(CIVT)+ City Vancouver
New Girl
(CKVU)+
Total $45,999.60 The overall cost for the campaign is $45,999.60. The ACADEMY AWARDS takes up over a quarter of this, as it costs $12,099.29 in total, amounting to 26.6% of the total cost. On the other hand, THE BIG BANG THEORY (Mon.), takes the least amount of the budget, with a total cost of $430.40, or 0.9% of the total cost.
ADVERTISING METRICS – ASSIGNMENT #1
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Selected Programs – GRPs Program Selection - GRPs # of Program
Channel
Spots
Ratings
GRPs
GRPs %
2
16.9
33.8
20.0%
6
7.8
46.8
27.6%
2
5.6
11.2
6.6%
4
4
16
9.5%
2
3.4
6.8
4.0%
4
3.3
13.2
7.8%
4
3
12
7.1%
2
2.9
5.8
3.4%
2
2.6
5.2
3.1%
2
2.3
4.6
2.7%
4
2.1
8.4
5.0%
CTV Vancouver ACADEMY AWARDS
(CIVT)+
THE BIG BANG
CTV Vancouver
THEORY (Thu.)
(CIVT)+ CTV Vancouver
ACADEMY PRE-SHOW
(CIVT)+ CBC Vancouver
HNIC Prime West
(CBUT)+ CTV Vancouver
THE FLASH
(CIVT)+ CTV Vancouver
POWERLESS
(CIVT)+ City Vancouver
Modern Family
(CKVU)+
THE BIG BANG
CTV Vancouver
THEORY (Tue.)
(CIVT)+
AMERICAN NINJA
CTV Vancouver
WARRIOR
(CIVT)+ CTV Vancouver
ETALK (Tue.)
(CIVT)+ CTV Two
DC'S LEGENDS OF
Vancouver
TOMORROW
(CIVI)+ CTV Vancouver
ETALK (Mon.)
(CIVT)+
1
2.1
2.1
1.2%
New Girl
City Vancouver
2
1.7
3.4
2.0%
ADVERTISING METRICS – ASSIGNMENT #1
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(CKVU)+ Total
169.3
The campaign’s overall GRPs is 169.3. THE BIG BANG THEORY is both the program with the highest GRPs and the highest GRPs %, at 46.8 and 27.6% respectively. On the other hand, ETALK (Mon.) has both the lowest GRPs and the lowest GRPs %, at 2.1 and 1.2% respectively. Selected Channels – GRPs Channel Selection - Cost Channel
# of
# of
Total
Programs
Spots
GRPs
GRPs% Total Cost Cost %
CTV Vancouver (CIVT)+
9
23
129.5
76.5 $35,207.20
76.5
1
4
16
9.5
$5,094.80
11.1
2
6
15.4
9.1
$3,969.60
8.6
1
4
8.4
5.0
$1,728.00
3.8
CBC Vancouver (CBUT)+ City Vancouver (CKVU)+ CTV Two Vancouver (CIVI)+
169.3
$45,999.60
CTV Two Vancouver (CIVI)+ has both the lowest cost at $1,728.00 and the lowest cost % at 3.8%. Reflecting this, it also has the lowest total GRPs at 8.4 and the lowest GRPs % at 5.0%. On the other hand, CBC Vancouver (CBUT)+ has both the highest cost, $35,207.20, and the highest cost %, 76.5%, due to the large amount of programs the agency has selected to purchase on this channel. This is similarly reflected in its GRPs, as it has the highest total GRPs at 129.5, and the highest GRPs % at 76.5%.
ADVERTISING METRICS – ASSIGNMENT #1
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Selected Programs – CPP Program Selection - CPP Program
Channel
Cost
GRPs
CPP
CTV Vancouver ACADEMY AWARDS
(CIVT)+
THE BIG BANG THEORY
CTV Vancouver
(Thu)
(CIVT)+
$12,099.20
33.8 $357.96
$10,693.20
46.8 $228.49
$3,808.80
11.2 $340.07
$5,094.80
16 $318.43
$1,461.20
6.8 $214.88
$3,180.80
13.2 $240.97
$3,393.60
12 $282.80
$1,508.00
5.8 $260.00
$1,128.60
5.2 $217.04
$897.00
4.6 $195.00
$1,728.00
8.4 $205.71
$430.40
2.1 $204.95
$576.00
3.4 $169.41
Total $45,999.60
169.3 $271.70
CTV Vancouver ACADEMY PRE-SHOW
(CIVT)+ CBC Vancouver
HNIC Prime West
(CBUT)+ CTV Vancouver
THE FLASH
(CIVT)+ CTV Vancouver
POWERLESS
(CIVT)+ City Vancouver
Modern Family
(CKVU)+
THE BIG BANG THEORY
CTV Vancouver
(Tue)
(CIVT)+
AMERICAN NINJA
CTV Vancouver
WARRIOR
(CIVT)+ CTV Vancouver
ETALK (Tue)
(CIVT)+
DC'S LEGENDS OF
CTV Two Vancouver
TOMORROW
(CIVI)+ CTV Vancouver
ETALK (Mon)
(CIVT)+ City Vancouver
New Girl
(CKVU)+
ADVERTISING METRICS – ASSIGNMENT #1
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The campaign’s CPP is $271.70. Of this, New Girl is the program with the lowest CPP, $169.41, while the ACADEMY AWARDS has the highest CPP, $357.96. Selected Channels – CPP Channel Selection - CPP Channel
# of Programs # of Spots Total Cost Total GRPs
CTV Vancouver (CIVT)+
9
CBC Vancouver (CBUT)+
1
4
$5,094.80
16 $318.43
City Vancouver (CKVU)+
2
6
$3,969.60
15.4 $257.77
CTV Two Vancouver (CIVI)+
1
4
$1,728.00
8.4 $205.71
Total
23 $35,207.20
CPP
$45,999.60
129.5 $271.87
169.3
The channel with the highest CPP is CBC Vancouver (CBUT)+, with a CPP of $318.43. The channel with the lowest CPP is CTV Two Vancouver (CIVI)+, with a CPP of $205.71. Interestingly, both channels have only one program. Explanation The agency chose programs primarily based on the CPP due to the limited budget, selecting those with a low cost to rating ratio. The second priority for the agency was a combined factor of both the rating and the composition percentage. A third priority was also to consider the share percentage. For example, New Girl was selected due to its excellent CPP, $169.41, and incredible composition percentage, 80.9%, which more than makes up for its slightly below-average rating percent of 1.7%. For these reasons, the agency chose to purchase the maximum amount of available spots. This same strategy echoes for the majority of the selected programs, with CPP and composition percentage driving selections. On the other hand, a few programs were selected for their high rating percent and share, despite the CPP not being as efficient. For example, the ACADEMY AWARDS has a rating percent of 16.9% and a share percent of 67.6%, both significantly higher than the rating and share percent of the next best program. These numbers were deemed respectable enough to
ADVERTISING METRICS – ASSIGNMENT #1
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ignore the CPP of $357.96, relatively average when compared to the CPP of every program. However, the prohibitive cost of the program, $6,049.60 per slot, prevented the agency from purchasing many spots. One program stands out as an excellent mix of CPP, composition, and share. THE BIG BANG THEORY (Thu.) has a CPP of $228.49, a composition percent of 52.1%, and a share percent of 37.1%. For this, the agency chose to purchase every available spot the program had. To summarize, programs were chosen based firstly on their CPP, then their effective audience, and finally the percent of the audience actually watching television at the time. Overall Buy Media
Total Cost
OOH Television Total
Cost %
$597,924.00
92.9
$45,999.60
7.1
$643,923.60
The whole campaign will cost $643,724.40, with OOH taking the majority of the cost at 92.9% of the cost.
