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12 November, 11:24

Suppose the following information: The cost of a full-page color ad in the U. S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U. S. audience size is 1,566,027. The cost of a full-page color ad in the U. S. national edition of USA Today (newspaper) is $207,720 and its U. S. audience size is 1,711,696. The cost of a full-page color ad in the U. S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full-page color ad in the U. S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the five media alternatives has the highest CPM?

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  1. 12 November, 12:56
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    The highest CPM is for the U. S. national edition of Bloomberg Businessweek (magazine) at $0.16

    Explanation:

    The CPM for each alternative can be expressed as;

    CPM=total cost/audience size

    a). CPM for U. S. national edition of USA Today is;

    total cost of U. S national edition of USA toady=$207,720

    U. S. audience size=1,711,696

    replacing;

    CPM for U. S. national edition of USA Today=207,720/1,711,696=$0.12

    b). CPM for U. S. national edition of Bloomberg Businessweek (magazine) is;

    total cost U. S. national edition of Bloomberg Businessweek (magazine) = $148,300

    audience size=900,000

    replacing;

    CPM for U. S. national edition of Bloomberg Businessweek (magazine) = 148,300/900,000=$0.16

    c). CPM for U. S. national edition of Sports Illustrated (magazine) is:

    total cost U. S. national edition of Sports Illustrated (magazine) = $396,600 audience size=3,000,000

    replacing;

    CPM for U. S. national edition of Sports Illustrated (magazine) = 396,600/3,000,000=$0.1322

    d). CPM for a 30-second ad on the most recent Super Bowl telecast is:

    total cost for a 30-second ad on the most recent Super Bowl telecast=$3,800,000

    audience size=108,400,000

    replacing;

    CPM for a 30-second ad on the most recent super Bowl=3,800,000/108,400,000=$0.035

    The highest CPM is for the U. S. national edition of Bloomberg Businessweek (magazine) at $0.16
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