Suppose 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 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 metric should be used to determine the most efficient medium would?
A) reach
B) frequency
C) CPM
D) rating
E) GRP

Question

Quizplus · Accepted Answer

CPM (Cost Per Thousand Impressions) is the appropriate metric to determine the most efficient medium, as it calculates the cost of reaching 1,000 people in the audience, allowing for a direct comparison of cost efficiency across different media.

Suppose the Cost of a Full-Page Color Ad in the U.S