Media Guru Q & A: Unweighted or Weighted Audience Measure?

Posted by on Wednesday, December 21, 2011 · 1 Comment 

Media Guru Question:

Dear Guru – I have a question about calculating the average rating per spot of a TV campaign which includes spots of different lengths (I work for an International media owner based in London). I have always been told that reach and frequency are always calculated using the un-weighted numbers. However, is this also the case when calculating the average rating per spot? Ie. is the calculation “unweighted GRPs / no. of spots” or “weighted GRPs / no. of spots”. Thanks a lot!

The Media Guru Answers:
Reach and rating are calculated using unweighted numbers.Weighting for unit length is a technique for comparing values, but not an actual audience measure.

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Comments

One Response to “Media Guru Q & A: Unweighted or Weighted Audience Measure?”
  1. Hannah says:
    January 5, 2012 at 3:29 am

    God, I feel like I sholud be takin notes! Great work

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