Media Buying Resource
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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*
*The acronym CPM stands for Cost Per Thousand ( M stands for Mil, Latin for thousand). Based on the preceding table, if all the potential viewers being reached by each respective station were watching that station at that time,it would cost you 20 cents to reach every 1,000 viewers watching a widely subscribed to cable network, 75 cents for a primary station, and 43 cents per 1000 viewers in a secondary market.
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