Rating, Share, PUT, HUT and CPM Problems

Quiz #2

Rating, Share, PUT, HUT and CPM

Practice problem 2A:

In the MiddleTown DMA (television market), the total universe of M2554 is 756,345.   On Sunday afternoon, 432,145 of them are watching television, and 12,458 of them are watching the WFL Pregame Show on ROX. 

 

What is the M2554 PUT, rating and share for the ROX WFL Pregame Show?

Practice problem 2B:

In the Gotham City radio market, the total universe of Hispanic Women 18-34 is 1,237,900.  On Tuesday morning, 375,689 of them are listening to the radio, and 90,765 of them are listening to WOW-AM. 

 

What is the HW1834 PUR, and the rating and share for WOW-AM?

Practice problem 2C: (a little twist in this one):

The smallest TV market in the country, TinyTown, has 4,260 households and one TV station.  At 5P, there are 1,245 households watching TV.  The KTNY-TV local news comes on at 5P, and 875 households watched the KTNY-TV 5P news. 

 

What is the HUT, and the rating and share for the KTNY-TV 5P evening news? 

Practice problem 2D:

Nationally, the universe of Adults 65+ is 75,890,100.  On Saturday night, 46,123,400 of them are watching television.  335,789 of them are watching the Larry Waltz Show reruns on EBS. 

 

What is the PUT for A65+, and the rating and share for the Larry Waltz Show? 

Practice problem 2E

From Problem A above, if a spot in the ROX Pregame Show costs $1,000, what's the M2554 CPM?

From Problem C above, if a spot in the KTNY-TV costs $20, what's the HH CPM?

From Problem D above -- EBS doesn't sell ads, but you can get a sponsorship mention for $750.  What's the A65+ CPM for that? 

Setup and answers

 

As in all problems on this blog, when you see a calculation for CPM, remember that the audience size has already been divided by 1,000, to get the denominator in the CPM formula into the thousands format.

Formulas

PUT = percentage of persons watching television; persons watching any television divided by the universe X 100

HUT = same as above, but for households, not persons

Rating = percentage of a universe watching a specific show;  persons watching a specific show divided by the universe X 100

Share = percentage of those watching any television who are watching a specific show; persons watching a specific show divided by the number of persons watching any television x 100 

Problem 2A Solution:

M2554 PUT = 432,145 divided by 756,345 X 100 = 57.1%

M2554 Rating = 12,458 divided by 756,345 x 100 = 1.6 rating, M2554

M2554 Share = 12,458 divided by 432,145 x 100 = 2.9 share (could round to 3  and say 3 share)

 

Easier method for share if you have the rating and PUT;  1.6 divided by 57.1 x 100 = 2.8 share (would round to 3 and say 3 share)

Problem 2B Solution:

HW1834 PUR = 375,689 divided by 1,237,900 = 30.3%

HW1834 Rating = 90,765 divided by 1,237,900 = 7.3 rating

HW1834 Share = 90,765 divided by 375,680 = 24.2 (would round to 24 and say 24 share)

 

Easier method for share if you have the rating and PUT;  7.3 divided by 30.3 x 100 = 24.1 share (would round to 24 and say 24 share)

Problem 2C Solution:

HUT = 1,245 divided by 4,260 = 29.2%

Household Rating = 875 divided by 4,260 = 20.5 rating Household Share = 875 divided by 1,245 = 70.3 (would round to 70 and say 70 share)

 

Easier method for share if you have the rating and PUT;  20.5 divided by 29.2 x 100 = 70.2 share (would round to 70.2 and say 70 share)

 

You might ask, if they only have one TV station, why wouldn't the share be 100?  People could be watching programming from cable networks like ESPN or USA, etc. 

Problem 2D Solution:

A65+ PUT =  46,123,400 divided by 75,890,100 = 60.8%

 

Rating = 335,789 A65+ divided by 75,890,100 = 0.4 rating

 

Share = 335,789 divided by  A65+ 46,123,400 = 0.7 (I would round to 1 and say 1 share)

Easier method for share if you have the rating and PUT;  0.4 divided by 60.8 x 100 = 0.7 share (I would round to 1 and say 1 share) 

Problem 2E Solution:

MiddleTown M2554 CPM = $1,000 divided by 12.458 = $80.27

 

TinyTown HH CPM = $20 divided by .875 = $22.86

National A65+ CPM = $750 divided by 335.789 = $2.23