Audience cards show general audience hourly totals by default. However, it can be calculated using the weekly total of impressions as percentages. For example, entering 100 on Monday at 07 means that 100 people are in front of the asset between seven and eight in the morning.
Enabling the Values are a percentage of the overall weekly audience check box changes the grid's purpose. Entering .3 changes the table to mean 'Monday at 7 AM, 0.3 percent of the total weekly audience is in front of the asset'.
This check box is on the Add Audience Matrix dialogue box.
A Base Hourly Audience must be set on the faces for the percentage values to be calculated.
An Example
- Face Overall Weekly Audience: 100,000
- With the Values are a percentage of the weekly total check box enabled, every hour in the grid is set to 0.4.
- CPM-based Rate Card with a $25 CPM
- That Face is only operational between 6 AM and Midnight (18 hours a day)
- It is being sold for four weeks for a total of 28 days.
Therefore:
- Each audience grid hour will be summed for the hours that the Face is active. In our case, that means 18 hours a day at 0.4% of the audience per hour = 7.2% of the Weekly Overall Audience per day = 50.4% of the Weekly Overall Audience per week.
- That Face has an Overall Weekly Audience of 100 000. 50.4% of that is 50,400 impressions.
- At a CPM of $25, that means 50 400 x 25 / 1000 = $1,260 per week.
- The booking is four weeks, so the total cost will be 1,260 x 4 = $5,040 for four weeks.
