411 Commercial Production Guide
 


DRTV

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TYPES OF MEDIA BUYS

To appreciate the true value of a particular media buy, we have grouped TV stations into three categories and analyzed their rates based on theircomparative coverage. The three categories are:

NATIONAL. These TV stations are either cable networks or national super-stations. (To illustrate, we'll use Nickelodeon at 1:30 a.m. on weekdays which costs $12,500.)

PRIMARY. These are local broadcast TV stations in major cities with at least one million TV homes. ( We'll use WPGH, the FOX affiliate in Pittsburgh, at 1:30 a.m. on weekdays which costs $900.)

SECONDARY. These are local broadcast TV stations in smaller or secondary cities, with usually less than 500,000 TV homes. (We'll use WWAT, and independent in Columbus, Ohio at 1:30 a. m. on weekdays which costs $150.)

Charting comparative rates and effective reach of each station yields the following:

TV GROUP RATE TV HOMES CPM*