. Refer to a sample of a MRI report in the table below: TOTAL U.S. ’000 HEAVY US
ID: 3267966 • Letter: #
Question
. Refer to a sample of a MRI report in the table below:
TOTAL
U.S. ’000
HEAVY USERS OF BREAKFAST CEREAL
MORE THAN 8 PORTIONS/WEEK
A
’000
B
% DOWN
C
% ACROSS
D
INDEX
ALL FEMALE
HOMEMAKERS
86474
21921
100
25.3
100
Cosmopolitan
10366
2217
10.1
21.4
84
Elle
14850
4250
19.2
28.2
112
Good Housekeeping
22169
6287
28.7
28.4
112
National Geographic
13284
4252
19.4
31.9
127
Each of the magazines in the table above is a monthly. In the fourth quarter of 2015 if you were to buy 1 full page in each issue of Good Housekeeping and the October and December issues of both, Elle and National Geographic, how many quarterly GRPs would you have bought?
GRP = Reach * Frequency
TOTAL
U.S. ’000
HEAVY USERS OF BREAKFAST CEREAL
MORE THAN 8 PORTIONS/WEEK
A
’000
B
% DOWN
C
% ACROSS
D
INDEX
ALL FEMALE
HOMEMAKERS
86474
21921
100
25.3
100
Cosmopolitan
10366
2217
10.1
21.4
84
Elle
14850
4250
19.2
28.2
112
Good Housekeeping
22169
6287
28.7
28.4
112
National Geographic
13284
4252
19.4
31.9
127
Explanation / Answer
Solution:
Quarterly GRPs from Good H’keeping = Reach * No. of insertions = 28.7 * 3 = 86.1
Quarterly GRPs from Elle = 19.2 * 2 = 38.4
Quarterly GRPs from Natl Geog. = 19.2 * 2 = 38.8
Total quarterly GRPs from this magazine plan = 86.1 + 38.4 + 38.8 = 163.3 GRPs
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