media planning formulas

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8 Terms

1
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frequency

impressions/reach

2
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impressions

reach x frequency

3
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grp

reach % x frequency

4
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reach %

people exposed / total audience x 100

5
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SOM

(brand sales/total category sales) x 100

6
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SOS

(brand ad spend/total cat spend) x 100

7
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SOV

(brand ad exposures/total cat exposure) x 100

8
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ESOV

SOV-SOM