The buying of electronic media mostly based on gross rating points and the cost paid per point. GRPs,(gross rating points) - sum total of the ratings achieved for a media schedule.
It is the calculation of ratings per program / frequency, {number of times the commercial gets aired in each time slot}
CPP is the cost to purchase a single rating point. Estimating media expenses, the buyer multiplies the total gross rating points by the cost per point to approximate the media cost for an advertising schedule. This is a quick way to provide rough cost estimates.

Advertising time can be bought nationally 'network buy', or in designated media markets 'spot television buy'.
GRPs indicate the reach of the advertising buy throughout the country for a network buy, or in the specific media market for a spot buy.
This provides an estimate of the exposure of the target audience to the campaign's advertising.

Diamond Media's general rule of thumb is 100 GRP's = average TV viewer will see a commercial once.
Therefore, 500 GRP's should expose the average viewer 5X.
Since this is a concept average, a regular viewer might see the ad 8 times & light viewer may only see the spot once.

For spot television buys, the average target should see a commercial at least five times in a week, i.e. the spot should achieve 500 GRP's, for it to have the potential to influence. 650 gross rating points is considered a substantial buy for one week. Many run over 1,000 points per week during saturation media buys. For network television buys 200 GRP's is considered light, 300 medium, and 400+ a heavy buy.

Few businesses can afford to run television and radio spots constantly from start to end. Decisions must be made to maximize the impact of the advertising by creating a media plan that takes advantage of the viewers' decision-making processes. This is how Diamond Media Group can help.

DMG's overall schedule for the media buy can incorporate three different patterns. Ads can be aired continuously at a single level of gross rating points throughout - 'continuity pattern'. Employing single level of GRPs for entire media buy fails to take into account variations that occur during the campaign.
If the levels of GRPs are varied during this period of time, then the campaign is employing a second technique - 'pulsing'.
By increasing the media buy at key points, such as the beginning and the final weeks, the weight and timing of the advertising is matched with the objectives of the campaign.
'Flighting' - the third method of creating an advertising schedule. "Advertising Flight" describes the time when commercials are aired. When flighting is used it refers to a method that has advertising going on and off the air. Diamond Media'sadvantage of the flighting technique is that it allows a campaign that does not have funds for running spots continuously to conserve money. Maximizing the impact of the commercials by airing them at strategic times during the campaign.

Frequently when flighting is employed, radio or cable TV will be used to supplement the advertising campaign during the times when television commercials are off the air. This is Diamond Media's method of media planning which allows the messages and themes of the campaign to reach the audience through radio or cable TV, less costly alternatives to broadcast TV.

DMG's effective media buying requires a defined target audience to be reached by the advertising message. Once the target audience is defined, the media plan should maximize contact with these key groups through cost-efficient buying.

Demographics
One of Diamond Media Group's effective means of buying media to reach a target audience is by demographics. The target audience is usually defined in demographic terms. When evaluating program ratings, analysis of adults 35+ will often show that certain programs, news, and certain talk shows can provide an efficient means of targeting.
As a result of programming strategies designed to attract listeners within tightly defined demographics, radio is a cost-efficient medium for reaching targets. Certain types of programming, music, and on-air personalities are focused to reach adults 35+. Any demographic group targeted can be reached effectively by analyzing radio ratings and the type of program aired by a station.

Demographic and lifestyle data can be matched with ratings information to increase the efficiency of the buy. This process follows the CPP buying procedures. Understanding the types of programs is an effective way of maximizing the impact of the media buy.

In primetime, upscale programs for example: ER, NYPD Blue, and Chicago Hope, as well as sitcoms focused for adults like Friends and Seinfeld could be rotated into the buy to expand the reach of the message. ABC Monday Night Football has a high quality audience, as do primetime newsmagazine programs such as 20/20, 60 Minutes, and Dateline NBC. The high cost per thousand for these shows is a direct result of the concentration of upscale viewers.
In primetime, Made For Television movies, action programs, and sit-coms targeted at young adults can also be included in the buy as an efficient way to reach this key audience.

Broadcast markets are defined by Arbitron as Areas of Dominant Influence (ADI) and by Nielsen as Designated Market Areas (DMA). These geographic regions consist of counties that receive broadcast signals primarily from stations within this defined market. Broadcast planning and budgeting are arranged around this geographic structure.
Management define geographic target priorities. The media buy then allocates funds according to targeting decisions. The concept of advertising weighting is a method of deciding which percentage of a media buy is spent in each separate geographic market. Weighting encourages priority- the importance of the different cities and regions of the state, and then spend advertising funds in relation to these decisions.
The individual broadcast market should be analyzed. Then determine cost per point levels for the campaigns advertising. Later, CPP for the markets are compared to evaluate the cost-efficiency of the media for various regions. This should be included with target opportunities, field organization, and homebase, to establish the advertising weighting for the media purchase.
Most television stations are surveyed at least four times a year. Television usage varies during different times of the year. Radio ratings are based on the same principles as are TV, but are somewhat different in nature. Radio programming is divided into broad dayparts, program blocks occurring during the day.
Diamond Media's radio time can be purchased on a daypart basis, placing orders for commercials to be aired during specific daypart blocks. Radio listenership is usually highest during morning drivetime, 6 am until lO am, and in evening drivetime, 3 pm until 7 pm, making these time periods desirable for campaign advertising.