Did you know that impression-based buying for TV commercials often loses its effectiveness when focused on a single audience segment? This illustrated comic breaks it down simply and visually. You might be missing hidden inefficiencies in your media buying without realizing it.
*Based on media trading practices in Japan.
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Explanation of Symbols and Terms
| Symbol | Term | Unit |
| %C | % Cost in GRP-based trading | Yen (e.g., ¥160,000) |
| C | CM price | Yen (e.g., ¥800,000) |
| R | All-viewer rating (individual) | % (e.g., 5.0%) |
| P | Regional viewing population | People (e.g., 40 million) |
| f | F1 share | % (e.g., 5.0%) |
◆ % Cost in GRP-based Trading
◆ Total Impression Conversion
◆ Impressions for the Main Target (e.g., F1 Segment)
◆ Dividing the CM Price by the F1 Share Brings You Back to the % Cost
To be continued in the next post.
Yoshiteru Umeda
Programmatica Inc. Founder & CEO