Hi! My client just ran a local television campaign at 60 A25-54 GRPs per week. He now wants to run a national campaign at the same 60 A25-54 GRPs per week since it was successful in the local campaign. And he does not want to do local anymore. How do I explain that a local buy and a national buy are not the same? And how do I translate the local GRPs to a national campaign? Thanks for your help!!
This is a reversal of a common question.
The issue that you need to explain is that when you buy 60 National GRP the delivery in local markets can vary considerably depending on the market, the daypart mix, etc.
There are Nielsen tools, for example, that can look at a national schedule and determine the DMA by DMA GRP delivery. The trick is to buy the right level of National GRP and supplement with local buys in underdelivered markets to even out at 60. There will always be some overage in some markets, so you need to determine what national level to buy to minimize cost of required local “fill.” Perhaps a national buy of 50 plus spot fill is right. Or perhaps another national level.
In summary, you can’t get 60 evenly everywhere without some local media.