Do you ever wish that you could measure what level of coverage a particular combination of publications and insertions achieves amongst your target audience?

Schedule analysis allows you to:-

• Judge the effectiveness of a media schedule amongst a particular target audience
• Determine the best possible combination of publications within the schedule

This example shows that all media schedules will deliver almost your complete target market, with no discernable difference between them. Closer inspection however reveals that media schedule 3 will result in an advertisement being seen, on average 2.52 more times by the target audience than media schedule 1.

Criteria used to measure the effectiveness of a media schedule

Coverage: The number of individuals reached by a media schedule – often expressed as a percentage.

Gross Opportunities to See (Gross OTS): Number of exposures achieved by the media schedule.

Average Opportunities to See (OTS): Average number of times those reached has an opportunity to see the advertisement.

Cost Per Thousand (CPT): Cost of reaching 1000 of the target audience at least once.

The schedule analysis software is provided by an independent company called IMS (Interactive Market Systems). This software is used to analyse data from readership surveys in many industries.

In the agricultural market we use readership data from the Agridata survey for farmer targets and the Farm Adviser Survey for targets amongst those that advise and influence farmers purchasing decisions.

This service is free.

If you would like to use this service or to find out more, speak to your normal advertising representative.