AMIC's Media Guru

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The Guru answers questions about media planning, media buying, media research and media management. Answers usually appear on the Guru answer page within one or two days.

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Wednesday, November 08, 2017 #9166
Hi and thank you so much. has a system that could define reach/frequency for each billboard. i want you to explain me how to measure weekly reach and frequency for billboard?


The Media Guru Answers(Thursday, November 30, 2017 ):
Out-of-Home reach is calculated from counting weekly traffic passing the billboard facing and multiplying by an average passenger number. The total is divided by the relevant population to find reach%. This is a crude oversimplification, of course. Our own eTelmar has a system for outdoor R&F




Thursday, November 02, 2017 #9165
Can you possibly supply an advertising to sales ratio for NAICS code 52292 (Mortgage companies, mortgage banking, loan correspondents and real estate credit lending)?


The Media Guru Answers(Thursday, November 30, 2017 ):
The A:S ratio for a category is the ad spending divided by the the number or value of sales. Get adspend data from Kantar AdSpender or the similar Nielsen product. And get mortgage, etc data from The U.S. Bureau of Labor Statistics about numbers of mortgages, etc.


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