Measurement & Media Math

Media Measurement is the process of surveying and analyzing the potential audience available for a given advertising venue in order to create a rating (percent of total audience) and impressions (the number of people that percentage represents). The resulting statistics are then used to assign value and determine pricing so that a marketer can compare and select appropriate venues.

There are numerous methods of measurement for media such as audience impact, opportunities-to-see and in the case of outdoor, the likelihood-to-see, which can feature equivalent advertising value. These measurements determine how many people are available to see an advertisement, usually in relation to total outdoor viewing and allow comparison to radio listenership, television viewership, newspaper and magazine readership, and internet usage. It often includes demographic and psychographic information, to help advertisers determine who, rather than just how many are being exposed to the advertising message.

Measurements are available by media market, in most cases by county, DMA (Designated Market Area) and CBSA (Core Based Statistical Area), permitting marketers to select the geography suitable for their goals.

Gross rating points (GRPs) and Target Rating Points (TRPs) are primarily used to measure the audience delivery of advertising campaigns equal to the percentage of people who saw any of the ads, multiplied by the average number of ads that these viewers saw.

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CPM Comparisons for Major Media

For information on daily effective circulation please contact Marketing Research Manager Monisha Blair (mblair@oaaa.org) at (202) 833-5566.