TABLE 1—

Summary of Message Placement, Population Exposure, and Placement Costs: Tri-Cities Region of Northeast Tennessee, Southwest Virginia, and Southeast Kentucky, 2015

Message Form and Channel	Total Impressions	Impressions per Capita	Placement Cost, $	Cost per 1000 Impressions, $	Impressions, Aged 18–49 Years	Impressions per Capita, Aged 18–49 Years	Cost per 1000 Impressions, Aged 18–49 Years, $
Video
Broadcast television	16 682 000	21.3	68 630	4.11	4 415 000	13.84	15.54
Cable television	1 428 000	1.8	29 765	20.84	844 000	2.65	35.27
Internet: Hulu	520 185	0.7	16 200a	31.14	520 185	1.63	31.14
Internet: YouTube	328 230b	0.4	42 000	127.96	328 230b	1.03	127.96
Subtotal video	18 958 415	24.3	156 595	8.26	6 107 415	19.15	25.64
Audio
Pandora	2 324 000	3.0	31 375a	13.50	2 324 000	7.29	13.50
Subtotal audio	2 324 000	3.0	31 375	13.50	2 324 000	7.29	13.50
Static
Pandora	2 324 000	3.0	3 486a	1.50	2 324 000	7.29	1.50
Facebook	3 246 263c	4.2	13 694	4.22	3 246 261	10.18	4.22
Hulu	23 107	0.0	1 800a	77.90	23 107	0.07	77.90
Subtotal static	5 593 370	7.2	18 980	3.39	5 593 368	17.54	3.39
Total	26 875 785	34.4	206 950	7.70	14 024 783	43.98	14.76

^aFor Hulu and Pandora, costs were for combined video and audio and static advertisement placement; 90% of costs were assigned to video and audio, 10% to static.

^bDoes not include 1 359 471 partial views in which the viewer canceled video before completion.

^cIncludes 2 606 141 right-hand rail, 259 584 newsfeed, and 380 538 newsfeed-promoted posts.