Discussion Coverage is one of the most misunderstood terms in media planning bec
ID: 3114859 • Letter: D
Question
Discussion Coverage is one of the most misunderstood terms in media planning because the term has different meanings for different media. The confusion began early in the history of advertising, after coverage was applied first to newspapers. When newer media developed, such as magazines, radio, and television, the term began to have different meanings. Refer to Advertising Media Planning, 5th ed., by Sissors and Bumba, Chap ter 4. Problems 1. A network television program had a coverage of 98.5 percent (TV house holds. From this coverage figure, can we know how many households tuned in? Briefly explain in a way that demonstrates that you understand the meaning of the coverage figure. 2. Suppose that a target audience for product consists of 63,000,000 men aged 21-54 in the United States. Magazine A reached 14,500,000 of the 63,000,000 with an average issue. What is the percentage of coverage for magazine A?Explanation / Answer
Answer 1: If we say the television program covered 98.5 percent of TV households, it means that many percent of households who owned a TV were exposed to the program. Technically "exposure" to a television program is not the same as having seen the program. Coverage simply counts the number of households who own a TV and thus can access the program, irrespective of whether they actually switch on to see the program.
Answer 2: 23.01% (As shown below)
14,500,000 (market reach) divided by 63,000,000 (target audience) multiplied by 100 (for percentage).
Answer 3: Possession of a radio is the minimum requirement for one to be counted in coverage measurement of a radio station in a given market.
Answer 4: 60.96% (As shown below)
128,000 (newspaper A's circulation) divided by 210,000 (market population) multiplied by 100 (for percentage).