|

Media Planning is Like Running the Bulls

by Marcelo Salup

running-of-the-bulls

So, let’s say you buy 500 GRPs. Of those, 225 or so go to the top 20 percent of viewers and only 25 go to the lightest 20 percent of viewers.

 

 

 

 

 

Viewers: Figure 1

 

Now, at some point, more GRPs don’t buy more reach, they just pile up the frequency.

So, if you buy 500 GRPs and reach about 70 percent of your target, the lightest viewers will see only about two spots, the heaviest ones will see 16 (Figure 2).

 

 

 

 

 

Figure 2

 

Say you want to increase the frequency among lighter viewers. You buy 750 GRPs, costing 50 percent more. The average frequency among the lightest viewers goes to 2.5 but now the heaviest viewers see 22! Unless you are willing to produce four or five different spots, clearly, this is not the best use of money.

RELATED POSTS

Robot and human hands making a fist bump, symbolizing future collaboration, partnership, and successful teamwork between people and AI.

11 Deal Making Lessons by an Investment Banker- Part 3

Businessmen shaking hands overlaid with financial graph illustrating deal making and agreement.

Deal Making an Investment Banker’s Perspective- Part 2

Making a deal in the warehouse. A man and a woman in a business suit shake hands and conclude a deal for the storage business. A businesswoman and a businessman at work successfully make a deal

Deal Making Lessons – An Investment Banker’s Perspective- Part 1