Total Exposure versus Effective Exposure of a Prime-Time Television Schedule

No exposure - Ineffective exposure

Total exposure = 400 GRPs Effective exposure = 221 ERPs

Threshold of effectiveness

Reinforcement of effectiveness

GRPs = Gross rating points ERPs = Effective rating points

Effective exposure _l_I_I_I_I_L

Excessive exposure

Negative exposure

1 2 3 4 5 S 7 S 9 10 11 12 13 14 15 16 17 18 19 20 Number of exposures

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