The document analyzes the target audience, reach, impressions, and cost metrics for an advertising campaign across multiple media channels in McLean County. It identifies the target audience as residents aged 20-34, totaling 44,322 people. Newspaper advertising in The Pantagraph is estimated to reach 7,897 people at a cost per thousand of $751. TV advertising on shows like 24 and Family Guy is estimated to reach 9,436 people at a CPM of $572. Radio advertising across morning and afternoon shows is estimated to reach 3,224 people at a CPM of $1,814.

1. Section I - Calculation of Target Audience<br />According to the 2006-2008 U.S Census Bureau report, the ACS Demographic and Housing Report indicated the following population breakdown for McLean County:<br />ACS Demographic and Housing EstimatesEstimate Total Population163,540Male79,447Female84,093Under 5 years10,9095 to 9 years10,04210 to 14 years10,34015 to 19 years14,73320 to 24 years*20,75525 to 34 years*23,56735 to 44 years21,39845 to 54 years21,45755 to 59 years8,58860 to 64 years5,54565 to 74 years8,22475 to 84 years5,41985 years and older2,563<br />The target audience for the advertising campaign is all McLean County residents between 20 to 34 years of age. Therefore,<br />Target Audience = 20,755 + 23,567<br />Target Audience = 44,322<br />Section II <br />The Pantagraph<br />Flighting Budget<br />$2,500$2,000$1,500$1,000$500$0Wk 1Wk 2Wk 3Wk 4Wk 5Wk 6Wk 7Wk 8<br />The Targeted Gross Impressions for the Campaign<br />Subscription Readers (90%)Single-Copy Readers (10%)(30,000 x .90) x 1.2 Readers/Copy(30,000 x .10) x 1.2 Readers/Copy32,400 Subscription Readers3,600 Single-Copy Readers<br />30,000 copies of the newspaper are distributed in McLean County. 27,000 (90%) copies are through regular subscriptions. 3,000 (10%) are single-copy distributions sold at the local newsstand. There are 1.2 readers/copy of the newspaper.<br />Total Newspaper Readership = 32,400 + 3,600<br />Total Newspaper Readership = 36,000<br />Target Audience:<br />36,000 x .20 = 7,200<br />Target Audience = 7,200<br />20% of the 36,000 total newspaper readership falls within the target market.<br />Targeted Gross Impressions =# of Times Ad Runs x # of People in Target Audience Exposed Each Ad Run<br />Gross Impressions = 6 x 7,200<br />Total Gross Impressions = 43,200<br />Total Gross Impressions are based on a 2 column, 10 inch ad running 2 times a week for a total of 3 weeks.<br />The Rating for the Campaign<br />Reach:<br />Unduplicated SubscribersUnduplicated Single-CopyAd #1.90 x 7,200 = 6,480.10 x 7,200 = 720Ad #20.50 x 720 = 360Ad #30.50 x 360 = 180Ad #40.50 x 180 = 90Ad #50.50 x 90 = 45Ad #60.50 x 45 = 22.5Total6,480 Subscription Readers1,417.5 Subscription Readers<br />Of the 36,000 total newspaper readership, 7,200 readers fall within the target market. 90% of daily readers are subscribers, and 10% of daily readers are single-copy sales. Each time the ad runs, single-copy sales decline by 50%.<br />Reach = 6,480 + 1,417.5<br />Reach = 7,897.5<br />Rating = Reach / Target Audience Size<br />Rating = 7,897.5 / 44,322<br />Rating = 17.8<br />The Targeted Cost per Thousand for Unduplicated Exposures for the Campaign<br />Cost of Total Media Bought:<br />Cost of Total Media Bought = (20 x $50) x 6<br />Cost of Total Media Bought = $6,000<br />CPM = (Cost Total Media Bought / Reach) x 1,000The 2 column, 10 inch ad accounts for a total of 20 inches. The rate for the newspaper ad is $50/inch, costing $1,000 each time the ad runs. The ad is scheduled to run 6 times at the total cost of $6,000 for the campaign.<br />CPM = ($6,000 / 7,897.5) x 1,000<br />CPM = $751.17<br />Section III<br />WYZZ<br />Continuity Budget<br />$1,575$1,275$975$675$375$0Wk 1Wk 2Wk 3Wk 4Wk 5Wk 6Wk 7Wk 8<br />The Targeted Gross Impressions for the Campaign<br />Target Audience = Rating x Target Audience SizeTarget Audience:<br />24 (7PM, Tuesday; Rating: 12)<br />Target Audience (24) = .12 x 44,322<br />Target Audience (24) = 5,319<br />Family Guy (7PM, Thursday; Rating: 7)<br />Target Audience (Family Guy) = .07 x 44,322<br />Target Audience (Family Guy) = 3,103<br /> Total Target Audience = 5,319 + 3,103<br />Total Target Audience = 8,422<br />The ratings for each program are based on 1 show. This allows the target audience to be the same size as the program’s reach per episode.<br />Targeted Gross Impressions =# of Times Ad Runs x # of People in Target Audience Exposed Each Ad Run<br />24 (7PM, Tuesday)<br />Targeted Gross Impressions (24) = 8 x 5,319<br />Targeted Gross Impressions (24) = 42,552<br />Family Guy (7PM, Thursday)<br />Targeted Gross Impressions (Family Guy) = 8 x 3,103<br />Targeted Gross Impressions (Family Guy) = 24,824<br />Total Targeted Gross Impressions = 42,552 + 24,824<br />Total Targeted Gross Impressions = 67,376<br />Total Gross Impressions for each program show are based on an ad that is scheduled to run 1 time per program for a total of 8 weeks.<br />The Rating for the Campaign<br />Reach: <br />24 (7PM, Tuesday)<br />Wk 1Wk 2Wk 3Wk 45,319 x 1 =5,3195,319 x .10 =532531.9 x .10 =5353.19 x .10 =5<br />24 is a fast-paced drama with complex storylines, plots and twists involving terrorist threats to the U.S. Each season tells the time period of one-day; making each episode related to tell the story. Dedicated viewers must watch every episode to understand. With this, it is assumed that only 10% of viewers are new each week the advertisement runs. The ad is scheduled to run 1 time each week for a total of 8 weeks.<br />Reach (24) = 5,319 + 532 + 53 + 5<br />Reach (24) = 5,909<br />Family Guy (7PM, Thursday)<br />Wk 1Wk 2Wk 3Wk 4Wk 5Wk 63,103 – (3,103 x .15) =2,6382,638 x .30 =791791 x .30 =237237 x .30 =7171 x .30 = 2121 x .30=6<br />Family Guy is an animated sitcom comedy about a dysfunctional family. All storylines are unrelated. Viewers are able to watch each episode separately with complete understanding. With this, it is assumed that 30% of viewers are new each week the advertisement runs. Similar to 24, Family Guy provides shock-value reactions to its audience. With this, it is also assumed that 15% of viewers who watch Family Guy also watch 24. The ad is scheduled to run 1 time each week for a total of 8 weeks.<br />Reach (Family Guy) = 2,638 + 791 + 237 + 71 + 21 + 6<br />Reach (Family Guy) = 3,527<br />Total Reach = 5,909 + 3,527<br />Total Reach = 9,436<br />Rating = Reach / Target Audience Size<br />Rating = 9,436 / 44,322<br />Rating = 21.3<br />The Targeted Cost per Thousand for Unduplicated Exposures for the Campaign<br />Cost of Total Media Bought:<br />Cost Total Media Bought = (8 x $250) + (8 x $425)<br />Cost Total Media Bought = $5,400<br />The rate to run 1 ad on 24 is $425. The rate to run 1 ad on Family Guy is $250. The ad is scheduled to run 1 time each program for a total of 8 weeks. <br />CPM = (Cost Total Media Bought / Reach) x 1,000<br />CPM = ($5,400 / 9,436) x 1,000<br />CPM = $572.28<br />Section IV<br />WXYZ-FM<br />Pulsating Budget<br />$1,350$1,125$925$675$450$0Wk 1Wk 2Wk 3Wk 4Wk 5Wk 6Wk 7Wk 8<br />The Targeted Gross Impressions for the Campaign<br />Target Audience:<br />Target Audience = Rating x Target Audience Size<br />M-F (6am-10am; Rating: 3)<br />Target Audience (M-F 6am-10am) = .03 x 44,322<br />Target Audience (M-F 6am-10am) = 1,330<br />M-F (3pm-7pm; Rating: 4)<br />Target Audience (M-F 3pm-7pm) = .04 x 44,322<br />Reach/Target Audience (M-F 3pm-7pm) = 1,773<br /> Total Target Audience = 1,330 + 1,773<br />Total Target Audience = 3,103<br />Targeted Gross Impressions =# of Times Ad Runs x # of People in Target Audience Exposed Each Ad RunThe ratings for each program are based on 1 radio show time slot. This allows the target audience to be the same size as each program’s reach per radio show time slot.<br />M-F (6am-10am)<br />Targeted Gross Impressions (M-F 6am-10am) = 65 x 1,330<br />Targeted Gross Impressions (M-F 6am-10am) = 86,450<br />M-F (3pm-7pm)<br />Targeted Gross Impressions (M-F 3pm-7pm) = 65 x 1,773<br />Targeted Gross Impressions (M-F 3pm-7pm) = 115,245<br />Total Targeted Gross Impressions = 86,450 + 115,245<br />Total Targeted Gross Impressions = 201,695 <br />Total Gross Impressions are based on 1 ad that is scheduled to run 65 times on each radio show time slot, or 130 total runs during the campaign duration of 8 weeks.<br />The Rating for the Campaign<br />Reach:<br />M-F (6am-10am)<br />Wk 1Wk 2Wk 31,330 x 1 = 1,3301,330 x .10 = 133133 x .10 = 13<br />M-F (6am-10am) is an early-morning show generally listened to by people traveling to work. The morning show communicates local weather and travel reports, which over time, has created dedicated listeners. With this information, it is only assumed that 10% of listeners are new each week the advertisement runs. The ad is scheduled to run a total of 65 times during the duration of the 8 week campaign.<br />Reach (M-F 6am-10am) = 1,330 + 133 + 13<br />Reach (M-F 6am-10am) = 1,476<br />M-F (3pm-7pm)<br />Wk 1Wk 2Wk 3Wk 4Wk 5Wk 61,773 – (1,773 x .50) = 887887 x .50 = 444444 x .50 =222222 x .50 = 111111 x .50 = 5656 x .50 = 28<br />M-F (3pm-7pm) is an evening show generally listened to people who are traveling back home from work. It can be assumed that 50% of those listening to the evening show have also listened to the M-F (7am-10am) morning show. The evening show is also listened to people running errands and people who are heading to their extracurricular/leisure activities. It is assumed that 50% of listeners are new each week the advertisement runs. The ad is scheduled to run a total of 65 times during the duration of the 8 week campaign.<br />Reach (M-F 3pm-7pm) = 887 + 444 + 222 + 111 + 56 + 28<br />Reach (M-F 3pm-7pm) = 1,748<br />Total Reach = 1,476 + 1,748<br />Total Reach = 3,224<br />Rating = Reach / Target Audience Size<br />Rating = 3,224 / 44,322<br />Rating = 7.3<br />The Targeted Cost per Thousand for Unduplicated Exposures for the Campaign<br />Cost Total Media Bought:<br />Cost Total Media Bought = (65 x $45) + (65 x $45)<br />Cost Total Media Bought = $5,850<br />The rate to run 1 ad on the M-F (6am-10am) morning radio show is $45. The rate to run 1 ad on the M-F (3pm-7pm) evening radio show is $45. The ad is scheduled to run a total of 65 times on each radio show for the duration of 8 weeks.<br />CPM = (Cost Total Media Bought / Reach) x 1,000<br />CPM = ($5,850/ 3,224) x 1,000<br />CPM = $1,814.52<br />References<br />Census Bureau Home Page. American Community Survey, 2008. Web. 02 Feb. 2010. <http://www.census.gov>.<br />