When you are evaluating cost efficient programs for your TV buy, what are you mainly looking at?

When you are evaluating cost efficient programs for your TV buy, what are you mainly looking at?

• A. The spot cost to advertise in that particular program.
• B. The level of audience a program may have compared to the spot cost.
• C. If the program genre is suitable for your target audience.
• D. How the audience for a particular program may alter across different months of the campaign.

Answer: (B)

In evaluating cost-efficient TV buys, the key idea is to measure value by how many viewers you get for each dollar spent. That means you compare the audience level (how many people or what rating a program delivers) to the spot cost. A show with a large audience for a reasonable price yields a better cost efficiency than a pricier spot with the same or smaller audience, because you’re getting more reach per dollar. The other factors—just the spot price alone, whether the genre fits your target, or how audiences shift across months—matter for overall effectiveness, but they don’t directly capture the efficiency of the investment. The main concept is to look at audience size relative to cost to gauge how efficiently the buy converts spend into reach.

In evaluating cost-efficient TV buys, the key idea is to measure value by how many viewers you get for each dollar spent. That means you compare the audience level (how many people or what rating a program delivers) to the spot cost. A show with a large audience for a reasonable price yields a better cost efficiency than a pricier spot with the same or smaller audience, because you’re getting more reach per dollar. The other factors—just the spot price alone, whether the genre fits your target, or how audiences shift across months—matter for overall effectiveness, but they don’t directly capture the efficiency of the investment. The main concept is to look at audience size relative to cost to gauge how efficiently the buy converts spend into reach.