Media Terms and Calculations
Helen E. Katz · 2025
This chapter is devoted to exploring all the key terms used in media planning and buying, including the calculations that are necessary to apply the terms. It begins with the media rating, defined as the percentage of the target audience that is exposed to a piece of content. The critical media concepts of reach and frequency are introduced, followed by an explanation of how to calculate these numbers within and across media channels. The chapter then looks at research that considers the optimal levels of reach and frequency needed to make an impact on the audience, including the utility of measuring attention to the ad. Finally, the formulas for making cost comparisons between and across media are explained, including the cost per thousand (CPM) and cost per rating point (CPP).