Media Math Assignment (5% of course grade)

Criteria Complete the Information Below

Student name:
Student number:
Date:
Professor’s name:

Instructions:
 To be done individually
 You have till Thursday July 13th 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

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 850 000 advertising
impressions, Lowes had 450 000 advertising impressions, and Rona had 250 000 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 850 000

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Media Math Assignment (5% of course grade)
Advertising Impressions
SOV
Store JFM
Share of Voice
(January, February, March)

Lowes 450 000

Rona 250 000
Total Impressions 1 550 000 no response required

b) List one conclusion you could draw from this data. (1 mark)

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 850 000 900 000
Lowes 450 000 600 000
Rona 250 000 500 000
Total Impressions 1 550 000 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 100
Lowes 100
Rona 100
Category Index 100

d) List one conclusion you could draw from this data. (1 mark)

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 interesting
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
135 000 85 000 110 000
(reach as a whole number)
# of target group in area 1 135 000 1 135 000 1 135 000
Impressions or Total Exposures per week 510 000 440 000
Reach %
Frequency 5
Weekly GRPs

b) Which radio station would provide The Gap with the highest exposure based on your
calculations? (1 mark)

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
CPM

(3 x 1 = 3 marks)

CPM / Efficiency Magazine Name

Magazine with the most efficient CPM
Magazine with the second (2nd) most efficient CPM
Magazine with the third (3rd) most efficient CPM

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Media Math Assignment (5% of course grade)
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% $0.23 8
2 30 000 2.00% $0.25 11
3 25 000 1.00% $0.66 20
4 15 000 5.00% $0.30 30
Tota
l 77 000 2.75% $0.36 42

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

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