Media Math Assignment (5% of course grade)

Criteria Complete the Information Below

Student name: Rohit
Student number: 101464786
Date: 2023/03/13
Professor’s name: Tonie Granata

Instructions:
 To be done individually
 You have 90 minutes to complete the assignment
 Write directly in charts and show work where possible
 This is an open book assignment
 44 marks possible

Question 1: Average (1 mark)

 In 2022, there were 105 newspapers published daily in Canada and they earned a combined
total of $6.5 million in advertising revenues. What is the average revenue generated by each
daily newspaper?

Criteria

Newspapers published 105

$6 500 000
Advertising revenues
Average revenue per newspaper $61,904.76

Question 2: Share of Voice (9 marks)

 a) In the JFM (January, February, and March) quarter, an analysis of advertising impressions in
the home improvement retail category showed that Home Depot had 750 000 advertising
impressions, Lowes had 550 000 advertising impressions, and Rona had 350 000 advertising
impressions. Calculate the SOV (Share of Voice) during this time for these three competitors.
(3 x 1 = 3 marks)

Advertising Impressions
SOV
Store JFM
Share of Voice
(January, February, March)
Home Depot 750 000

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Media Math Assignment (5% of course grade)
Advertising Impressions
SOV
Store JFM
Share of Voice
(January, February, March)
45.45%
33.33%
Lowes 550 000
Rona 350 000 21.21%
Total Impressions 1 650 000 no response required

b) List one conclusion you could draw from this data. (1 mark)
Answer: - According to SOV data, it concludes that Home Depot has the biggest market share in
the Home improvement retail category During the JFM quarter, followed by Lowes and then
Rona. This reflects that Home Depot’s advertising campaigns may have been more effective at
reaching their target audience compared to their competitors.

c) In the JFM and AMJ quarters, the impressions for these three retailers is as follows:
Advertising Impressions Advertising Impressions
Store JFM AMJ
(January, February, March) (April, May, June)
Home Depot 750 000 900 000
Lowes 550 000 600 000
Rona 550 000 500 000
Total Impressions 1 650 000 2 000 000

Calculate the index for the AMJ quarter to the JFM quarter for each of the retailers.
(4 x 1 = 1 marks)

Advertising Impressions Advertising Impressions

Store JFM AMJ
(January, February, March) (April, May, June)
Home Depot 150 120
Lowes 150 109.09
Rona 150 90.91
Category Index 150

d) List one conclusion you could draw from this data. (1 mark)
Answer: - Based on the index data, it proves that could be drawn is that Home Depot had the
highest increase in advertising impressions from JFM to AMJ quarter, followed by Lowes and
Rona. This suggests that Home Depot’s advertising campaigns during the AMJ quarter might
have been more effective among their target audience as compared to others.
Question 3: Weighted Audience (3 marks)
 If a television program has an audience of 2 000 000 people with 30% of the viewers being in
your target audience, and of the other audience members only 70% of them will be interested in
your product, what is the weighted audience? Show your work.

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Media Math Assignment (5% of course grade)

Question 4: Reach, Frequency, and GRPs (19 marks)

 The Gap is about to do their marketing planning for the next 12 months. They are reviewing
their magazine and radio advertising and need to decide where they should communicate their
message. The Gap feels its target consumer is primarily 18-45. They are doing this by completing
a GRP and CPM analysis. Based on the data provided please answer the following questions to
help The Gap with their media planning.

a) Calculate the Impressions, Reach %, Frequency, and Weekly GRPs for the following radio
stations in the 6-9 am time slot using the data provided. (9 x 1 = 9 marks)

CHUM FM 102.1 FM 99.9 FM

# of target group tuned in per week
(reach as a whole number) 135 000 85 000 110 000

# of target group in area

1 135 000 1 135 000 1 135 000
Impressions or Total Exposures per week 510 000 440 000 550000
Reach % 11.9% 7.5% 9.7%
Frequency 5 5 5
Weekly GRPs 44.9 38.8 48.5

b) Which radio station would provide The Gap with the highest exposure based on your
calculations? (1 mark)
Answer: - CHUM FM would provide the gap with the highest exposure as it highest weekly
GPRs(45).
c) Evaluate the magazines using the information provided below, and answer the following
questions. Based on total adults who read each magazine, which magazine is the best in
terms of efficiency (use CPM to calculate the most efficient magazine)? 2 nd best? 3rd best?
Weigh the readers per copy information at 50%. (6 x 1 = 6 marks)

Magazine Details Cosmo Canadian Living People

Monthly Circulation 120 000 160 000 230 000
Readers Per Copy 2.5 3.3 3.2
Full Page Ad Cost $18 000 $28 000 $30 000
Total Audience 300000 528000 736000
CPM $3.75 $3.33 $4

(3 x 1 = 3 marks)

CPM / Efficiency Magazine Name

Magazine with the most efficient CPM Canadian Living

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Media Math Assignment (5% of course grade)
CPM / Efficiency Magazine Name
Magazine with the second (2 nd) most efficient CPM Cosmo
Magazine with the third (3rd) most efficient CPM People

Question 5: CTR versus Conversion Rate (2 marks)

 From a digital media perspective, explain the difference between CTR (click through rate) and
conversion rate. Provide two distinct and different points of rationale.

Question 6: Cost Per Conversion (10 marks)

 a) A company is trying to calculate the cost of conversion for its online advertising campaign. It is
placing 4 ads in total. Fill in the following chart to see what their cost per conversion is for their
campaign. (10 x 1 = 10 marks)

Impression Conversion
Ad CTR % Clicks Cost/Click Total Cost Cost/Conversion
s s
1 7 000 3.00%   210 $0.23 $48.30 8 $6.04
2 30 000 2.00% 600 $0.25 $150 11 $13.64
3 25 000 1.00%  250 $0.66 $165 20  $8.25
4 15 000 5.00% 750 $0.30 $225 30 $7.50
Tota
l 77 000 2.75% 1810 $0.36 $588.30 42

b) Which of the ads is the most effective and why? (1 mark)

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