A planner asks a two-part question about reaching the viewers of a network.  To start,

 

Is there a way to change the target audience to be women 18-49 who ever watch NBC?

 

Happily, yes!

 

Start by defining the base demo, Women 18-49, in the normal way.

 

Now we'll create that target of young women who watch NBC.  First, create a plan that uses only NBC.  Include whatever dayparts you wish.  For example, you could just use some "broadcast - all" to specify anything on NBC at any time ...

 

 

... or if you are interested in anyone who uses NBC during specific periods, create a plan using only those periods by including them in a plan (or, alternatively, you could use "Combine Multiple" on the daypart popup menu) ...

 

 

Now make some GRP entry into each of the plan lines, as shown above with "123".  The actual number won't make a difference (as we'll see in just a bit), as long as it's more than zero.

 

Now we are going to make a new demo that is the target you want!

 

On the plan letter header at the top of the column, right-click to get the plan popup menu.  Choose the menu item "Make TeleDemo", and you'll see this dialog:

 

 

Do this:

 

 

The new demo is created:

 

 

Now that we have your desired target, we can tackle the next part of our planner's question:

 

 

Now that we know who watches NBC and have made them a demo, we're wondering what it would take to reach all of them at least 15 times.

 

Well, let's jump to the conclusion first.  It's going to take a staggeringly huge number of GRPs to reach all NBC viewers, or even almost all NBC viewers, 15 times or more.  The simple reason is that there are some viewers who were grabbed in our fishing net of "all NBC viewers" who watched very, very little, perhaps one program, or part of a program, and maybe even just a few minutes.  By the time you put enough commercials on the air to reach such a person 15 times, the rest of the audience is carrying pitchforks and burning torches in protest in front of your offices.

 

Here's how to look at it:

 

First, set your effective reach to be the level you're interested in.  Go to the "Settings" page, and change the effective reach to 15+.

 

 

Go back to the "Table" page.

 

Next, demos:  We have two demos involved here.  You plan and buy on a "normal" demo like W1849.  But we want to see results on W1849 who watch NBC.

 

To make it easy to see in one place, let's look at the two demos side-by-side.  Click on the little button that says "Demos" just above the plan column letters:

 

 

Now we're ready to get some answers to the question!

 

Let's start with seeing what happens if we place 1000 points against W1849 onto NBC:

 

 

So, 1000 points reaches 88.7 percent of the women who ever watch NBC.  Among this group, we'll reach 33.9% of them 15 times or more.

 

33.9%, eh?  So we have a ling way to go before we get most of them 15+ times!  Let's try 3000 GRPs:

 

 

OK, we've gotten 61.1% o the NBC watchers 15 times or more.

 

Let's say we settle for getting 90% of the group.  Just trying numbers, I found I had to place 21,000 GRPs before reaching that point:

 

 

 

What if we want 98%?  That will take some 64,000 GRPs:

 

 

Frequency has gone to a freaky 1,132!  Thus, the torches and pitchforks.

 

 

 

Final Notes

 

 

* The results suggest we may need to think about the problem in other ways.

 

* In this example, we used NBC to reach NBC viewers.  But there is no reason we couldn't ask the question in other ways.  For example, we can explore things like what does my cable plan produce among NBC viewers, or how can we reach heavy NBC viewers using ABC.

 

* If multiple dayparts are involved in a real schedule, all the usual tools can still be used.  For example, we can do an optimization to find the best plan mix to reach NBC viewers 15 times or more.