The ABCs of Measuring Media Effectiveness

Just about every successful marketing campaign has some type of media element. This could include print advertising (newspapers, magazines, etc.), broadcast (radio, television, etc.), out-of-home (billboards, bus boards, etc.), to name but a few options.

We find it surprising how many marketers do not completely understand the basic metrics of measuring media and how to best gauge effectiveness. So we thought it would be helpful to provide a cheat-sheet of common media measurements terms and definitions.

Reach

The number or percent of different homes or persons exposed at least once to an advertising schedule in one or more media vehicles over a given period of time.

Frequency

The average number of times that the household or person is exposed to a media vehicle, schedule or campaign over a given time period.

GRPs

Also known as Gross Rating Points, they are the sum of ratings (reach x frequency) delivered by several media insertions in ten or more vehicles, where one point = 1% of the coverage base. For example, ten TV spots, each delivering an average rating of 15, deliver 150 GRPs, or 1.5 messages per average home.

Circulation

In print, the number of copies of a vehicle distributed based on an average number of issues. In out-of-home, the total number of people who are exposed to a vehicle within a specified time, typically a twenty-four-hour period.

Share

The number of households or persons tuned to a particular program, expressed as a percentage of the total using the vehicle at a specific time.

Impression

Also referred to as exposure, it is a single view of an ad by a reader or TV viewer, a single hearing of a radio spot by a listener, etc.

This is only a general outline of basic media measurement terms. There are many other ways to measure media effectiveness as it relates to your customized marketing program. As always, if you have any questions just drop us a line.

Until next month…

Signup For Gumas's Challenger Brand Marketing Tips Newsletter

About Me

Who is Gumas? | Gumas Advertising
Who is Gumas? | Gumas Advertising
What is a Challenger Brand? | Gumas Advertising
What is a Challenger Brand? | Gumas Advertising
How do you know if you are a Challenger Brand? | Gumas Advertising
How do you know if you are a Challenger Brand? | Gumas Advertising
How does a Challenger Brand market differently than a leading brand? | Gumas Advertising
How does a Challenger Brand market differently than a leading brand? | Gumas Advertising
How do you make Challenger Brands famous? | Gumas Advertising
How do you make Challenger Brands famous? | Gumas Advertising

About Gumas

As a full service branding, advertising and interactive agency, we help Challenger Brands take on their industry gorillas and win.

Gumas is an award-winning, full-service advertising agency generally recognized as the country’s foremost experts on Challenger Brand Marketing®. We are dedicated to helping you take on your industry gorillas to quickly generate the greatest results from your marketing investment.

From research, strategy development, award-winning creative design, web development, digital media (including search, social media and everything in between); our goal is to create a marketing strategy specifically designed to help build your unique Challenger Brand. All the marketing support you need under one roof.

Testimonials

Research & Tips

Challenger Brand Tips

Proven and easy-to-implement marketing strategies to help Challenger Brands take on their industry gorillas…and win!

Challenger Brand Tips

Proven and easy-to-implement marketing strategies to help Challenger Brands take on their industry gorillas…and win!
Learn More

Joining Our Challenger

Brand Marketing Newsletter

Read our book

Marketing Smart Ebook is Absolutely Free

Read our book

Marketing Smart Ebook is Absolutely Free
Learn More
X

Request A Consultation

Want To Take On Your Industry Gorillas And Win But Don’t Know Where To Start? It’s Time To Talk To The Challenger Brand Marketing® Experts. Enter Your Information Below To Start The Conversation.

"*" indicates required fields

Join our mailing list!


Request a Consultation

Want to take on your industry gorillas and win but don’t know where to start? It’s time to talk to the Challenger Brand Marketing® experts. Enter your information below to start the conversation.

"*" indicates required fields

Join our mailing list!