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When
audience efficiency
values are plotted, the resulting scatter diagrams can be valuable in highlighting the strengths and limitations of a media plan. It becomes easy to identify which networks tend to have audiences that are most consistent with the customer profile. These are referred to as media plan efficiency plots.
The figure above shows all audience value efficiencies for the entire advertising campaign, organized by network. Broadcast and cable networks are listed along the bottom. Each dot represents one ad in the advertising schedule. The size of the dot is proportional to the rating of the program on which the ad airs.
Note that below each network name is the total number of GRPs for that network.
In this format, it is easy to identify which networks appeal to audiences that are either good or poor matches for the advertised product. For example, the efficiency values for ads airing on Cable JJ are consistently below those of all the other networks. Based solely on this figure, one might conclude that this cable network is probably not a good place on which to advertise this product even though the total or effective reach for, say, women 18-34 may improve with these Cable JJ ads. The ads may reach our age/gender group, but they are not efficient in reaching people that match our customer profile.
The values for ads airing on broadcast network C, by contrast, often rank above those of the cable networks. Even though these ads aired on relatively popular programs as suggested by the size of the dots, the audiences appear to be relatively compatible with the advertised product.
The dots for some of the networks are more tightly clustered than are others. The ads for Cable G, for example, range only from 0.7 to 0.9, while the ads for Cable K range from 0.7 to 1.4. It is likely that more ads could be placed on Cable G without undue concern for audience composition, while one would need to be somewhat more judicious in placing additional ads on Cable K.
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