The first panel reporting on the plan as a whole gives the topline (bottomline?) results for the plan. If cost information has been supplied, this panel includes the total cost and various cost performance calculations.

 

If you have entered a universe estimate for the current demo, the Topline panel also shows that universe estimate, reach and effective reach expressed as whole numbers, the total impressions generated, and the cost-per-thousand impressions (CPM):

 

 

Marginal Cost of a Reach Point

 

Two other measures give a sense of the effort required in producing the last added reach point:

 

GRPs for last reach point: This is the number of GRPs required to gain that last reach point. Another way of saying that is, how many fewer GRPs would be needed for a reach that is a single point lower.

 

Cost for last reach point: That number of GRPs is then multiplied by the cost per point.