Survey-Based Targeting Fine-Tunes Television Media Planning: A Case for Accuracy and Cost Efficiency

J. Alexander Smith

Oklahoma City University

Brett A. Boyle

Saint Louis University

Hugh M. Cannon

Wayne State University

INTRODUCTION

With media budgets often running into the hundreds of millions of dollars, even a small increase in the efficiency with which media reach a marketer’s target audience can involve enormous savings. Efficiency, in this case, simply translates to the cost of effectively reaching those targeted consumers who are most likely to respond to a marketer’s message. Following advertising convention, this may be expressed as a cost-per-effective-target-market rating point (CPETRP).