Formulas planificación de medios

FÓRMULES

Rating= (audiencia util/target quantificat)*100

Cost = nºinsercions x preu

GRPs = Cobertura x Impacte

Cobertura útil = GRPs/OTS

Audiencia útil = (Target quantificat xCobertura útil)/100

OTS (quants cops m’ha vist una persona) = suma total GRPs/ Cobertura útil o numero impactos/numero personas impactadas

Nº Impactes = (Target quantificat x GRPs)/100

Personesque no veuen la campanya = Target quantificat – audiencia útil

CPM = (Preu del suport / audiencia útil)*1000

CRP = cost inserció/rating

Coeficient afinitat= (Audiència útil/Audiència bruta)*100

Rendabilitat = Preu del suport/ rating (els suports més rendibles de – a +). Es mesura mirant el CPM o CRP

Cobertura útil premsa: 23,80%

Cobertura útil TV: 88,90%

Cobertura útil totalmultimèdia: 112,70% (suma cobertura tv + cobertura prensa)

Cobertura útil total: 23,8%x 0,889= 21,16% del meu target m’ha vist a

premsa i a tv.

Cobertura útil combinada: 112,7% (útil totalmultimedia) -21,16% (útil total)= 91,54% del meu target m’ha vist o a TV o a premsa, sense duplicacions.

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