When we try to match the media and audience, there are comparisons of efficiency. Cost per thousand ( CPM ) is the cost to reach 1000 customers by using a specific medium. It is a measure to compare different vehicles. Indian Readership Survey ( IRS ) data and Audit Bureau of Circulation ( ABC ) data are good input. CPM should be related to relevant audience. There is reliance on GRPs in broadcast media. BARC meters record what the people actually view on the TV. Media show regional differentiation. It is necessary to focus on certain regions considering the market of our product.

There should be a contextual fit, say a demo that requires visuals and sound effects is best suited to TV. There should be product fit — image of the product and media must match. There should be a fit of editorial matter and ad, e.g. a humorous ad would lose punch if placed in a humorous programme.

Sometimes, duplication or multiple exposures are desirable. Sometimes they are a waste. There is overlap of audiences of different vehicles, and some duplication is unavoidable. There should estimation of unduplicated audience of each vehicle. If reach is the objective, we should focus on vehicles with large unduplicated audiences.

As far as possible, the demographic characteristics of the readership or viewership of the media and the target audience of the product must match.