AMIC.COM - The Media Guru

Ask the Media Guru

*Note that this is a moderated question and answer forum.

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, May 15, 2013 #8851: New to the media buying space and looking into our small company's first buy, I'm hoping that you can give me some insight into cpm. I hope this is no too much info but here goes. We're looking at running a :30 spot on a regional affiliate station with a approx 167,000 weekly viewers. We're targeting men & women 35+ yrs during the morning and evening news. What would be a reasonable cpm range in your opinion? - Thanks.

The Media Guru Answers(Thursday, May 16, 2013 ):: SQAD is your resource for CPMs.
Average quarter hour audience, not weekly audience, should be your basis.

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Tuesday, May 14, 2013 #8850: When is television creative worn out?

The Media Guru Answers(Tuesday, May 14, 2013 ):: Click here to see more than 80 past Guru responses regarding wear out.

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Friday, May 10, 2013 #8848: If I use marketing emails, what percent can I expect to be opened by the recipient?

The Media Guru Answers(Friday, May 10, 2013 ):: According to a study released in May, 2013,
Email marketers experienced an average open rate of 19.7% last year, although top-performing companies had an open rate almost twice as high

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Thursday, May 09, 2013 #8846: Hi Please let me know how can I ad my mobile site. Thanks

The Media Guru Answers(Friday, May 10, 2013 ):: The Guru deals with Media planning/Media buying/Media research/Media department management questions.

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Wednesday, May 08, 2013 #8844: What is the most recent data re: combining radio with display banners to drive visits to websites?

The Media Guru Answers(Wednesday, May 08, 2013 ):: Consult The Radio Advertising Bureau (RAB), The Internet Advertising Bureau and Direct Marketing Association (DMA)

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Monday, May 06, 2013 #8843: In reference to question #8841, it's not the population numbers that match. The population numbers are different. It's the definition of the target that is the same. (Sometimes MRI does not offer the specific store or brand name for our customers in their definition, but in our case they do.) Does this change your reply? Thank you.

The Media Guru Answers(Monday, May 06, 2013 ):: If the two sources differ on estimating populations, even though the descriptive words seem to agree, then the projections of users are likely to disagree. The Guru would not make the assumption you propose.

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Thursday, May 02, 2013 #8841: Guru, If I have a specific instance in which the MRI defined target definition is exactly the same as my target definition, would it be acceptable for calculations to assume my total population based on client data over MRI's estimated numbers. For example, could I presumably take the unique reach number in thousands that Telmar gives me from Media 360 and instead of dividing it into the MRI population for a total reach, to divide it into my client provided population. Again this would only be if my client target and MRI target definitions matched exactly. Thank you!

The Media Guru Answers(Thursday, May 02, 2013 ):: If the numbers match exactly, it doesn't matter.
As someone once said, "The difference that makes no difference is no difference.

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Monday, April 29, 2013 #8840: what is the random duplication formula

The Media Guru Answers(Monday, April 29, 2013 ):: Click here to see past Guru responses regarding the random duplication formula

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Monday, April 29, 2013 #8839: Where is the best place to search for white papers related to the dental supply industry? Also, how does go about the search? I am working on a project to assist a purchasing manager as part of an assignment and this is new to me. Any help would be appreciated. Best regards, Keith

The Media Guru Answers(Monday, April 29, 2013 ):: The Guru deals with Media planning/Media buying/Media research/Media department management questions.

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Monday, April 15, 2013 #8838: hi Guru, i completed my post graduation in mass communication in 2011 but i didn't try for job, now i want to join any good adv company in pune or mumbai. Will i get chance in good company or have to do first internship?I am totally confused.please let me know different new career option in adv field and also regarding person in pune whom i can personally meet in pune. And plz plz give me your valuable piece of advice in this crisis.

The Media Guru Answers(Tuesday, April 23, 2013 ):: The Guru has no expertise in Pune or the nearby job market. The Guru deals with media planning/buying/selling and media department structure.
Your school should offer career counseling

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Friday, April 12, 2013 #8837: how do we normalise 45 seconds grps to 30 seconds grps

The Media Guru Answers(Friday, April 12, 2013 ):: A :45 is worth 50% more than a :30 in GRP or impressions in this calculation

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Monday, April 08, 2013 #8836: What is the current best practice for estimating/calculating local DMA delivery for national cable? If I buy 50 TRPs across a specific list of networks (I.e. TNT, TBS, USA, ESPN, TLC, A&E, Bravo) and I buy 65% prime/35% ROS as a prototype buy, what method do I use to estimate/calculate delivered TRPs for individual DMAs? I am particularly interested in those markets which do no have LPMs and for which I cannot get overnight data, thanks.

The Media Guru Answers(Monday, April 08, 2013 ):: The Guru would suggest applying the networks' DMA distribution of subscribers to the national impressions.
Then the total impressions estimated for each DMA is divided by the relevant population in each DMA.

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Monday, April 08, 2013 #8835: I need to do RF analysis on TV, but I have limited data. Basically, Reach, frequency and the incremental volume coming from Marketing mix models, all at monthly level for 3 years. Can you please help in understanding if this data is ok to proceed with? Or what else would we need? And also can we use LPP to solve this optimization problem? Thanks

The Media Guru Answers(Monday, April 08, 2013 ):: This query does not explicitly express a goal, so the Guru 's response must be limited.
You say you want to do RF analysis, but you also say you have RF data.
You also ask about "LPP," which is a term unfamiliar to the Guru. Could this be "leads per point," which would imply a Direct Response plan? These are not usually based on reach analysis.
Perhaps you could clarify your specific needs?

Additional GURU questions and answers are available in the Guru Archives

AMIC's Media Guru