Question

Suppose the following information: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the five media alternatives has the lowest CPM?
A) The Wall Street Journal
B) USA Today
C) Bloomberg Businessweek
D) Sports Illustrated
E) Super Bowl

Answer 1

Answer:

E) Super Bowl

Explanation:

For computing the lowest CPM we need to do the following calculations

                                   (a)                                  (b)                           (a ÷ b)

Particulars                  U.S. national edition   U.S. audience size   CPM

Wall streel Journal     $327,897                    $1,566,027                  20.94%

USA today                   $207,720                   $1,711,696                    12.14%

Bloomberg

Businessweek             $148,300                    $900,000                   16.48%        

Sports Illustrated         $396,600                   $3,000,000                13.22%

Super Bowl telecast     $3,800,000              $108,400,000          3.51%

As we can see from the above calculations that the super bowl has the lowest CPM

hence, the option E is correct