Media Planning for ISC

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Information about Media Planning for ISC

Published on January 23, 2008

Author: Prudenza


Media Planning for ISC:  Media Planning for ISC TV:  TV 2003 spending $20,375,000,000 on ABC/CBS/NBC/FOX/UPN/WB (+1.8%) $16,244,000,000 on spot broadcast TV (-5.4%) $3,396,000,000 on syndicated TV (+15.3%) $12,251,000,000 on national cable TV (+15.6%) $2,196,000,000 on Spanish-language network TV (+12.8%) Biggest TV Advertisers:  Biggest TV Advertisers Broadcast network = Procter & Gamble ($833.6 million) Broadcast spot = DaimlerChysler ($596 million) Syndication = P&G ($329.2 million) Cable = P&G ($414.6 million) Buying TV time:  Buying TV time Upfront market Scatter market Opportunistic market Network TV CPMs:  Network TV CPMs CSI $19.59 Without a Trace $13.83 CSI Miami $17.30 Desperate Housewives $11.81 Everybody Loves Raymond $25.19 Syndication:  Syndication First-run syndication Off-network syndication Barter TV Dayparts:  TV Dayparts Morning (7-9 a.m.) Daytime (9 a.m.- 4:30 p.m.) Early fringe (4:30-7:30 p.m.) Prime access (7:30-8:00 p.m.) Prime time (8-11 p.m.; 7-11 p.m. Sun.) Late news (11-11:30 p.m.) Late fringe (11:30 p.m.-1 a.m.) TV Audience Measures:  TV Audience Measures TV Households Rating = # of households watching program/all TV households HUT Share = # of households watching program/# of households using TVs TV Audience Measurement:  TV Audience Measurement Nielsen Audimeters People meters Diaries Radio:  Radio 2003 Radio Spending Network radio $1,001,000,000 (+3.6%) Spot radio $2,635,000,000 (+7.5%) Local radio $6,732,000,000 (+2.4%) Biggest Radio Advertisers:  Biggest Radio Advertisers Network Radio = General Motors ($36.1 million) Spot radio = SBC Communications ($144.2 million) Buying Radio Time:  Buying Radio Time Network radio Spot radio Local radio Radio Dayparts:  Radio Dayparts Morning drive (6-10 a.m.) Daytime (10 a.m.-3 p.m.) Afternoon drive (3-7 p.m.) Nighttime (7 p.m.-midnight) All night (midnight – 6 a.m.) Radio Audience Measurement:  Radio Audience Measurement Arbitron Person estimates Ratings Shares AQH (average quarter hour) Cume Diaries Magazines:  Magazines 2003 Magazine spending $18,347,000,000 consumer (+6.3%) $1,331,000,000 Sunday (+5.3%) $7,277,00,00 business (+.7%) $325,000,000 local magazines (+4.6%) Top Magazine Advertisers:  Top Magazine Advertisers Consumer = P&G ($582.3 million) Sunday = Dell ($76.8 million) Types of Magazines:  Types of Magazines Consumer Sunday Business Local Farm Magazine Audiences:  Magazine Audiences Circulation Subscription Newsstand Controlled Pass-Along Readership Magazine Audience Measurement:  Magazine Audience Measurement Audit Bureau of Circulation (ABC) Business Publications Audit (BPA) Standard Rate and Data Service (SRDS) Buying Magazines:  Buying Magazines Ad size Ad frequency Color Bleed Gatefolds Networks Sample Magazine CPMs:  Sample Magazine CPMs Sports Illustrated $71.75 $226,000 Pg/4C ESPN, the Magazine $77.14 $135,000 Pg/4C Allure $77.92 $74,025 Pg/4C Lucky $64.89 $55,160 Pg/4C Time $53.00 $212,000 Pg/4C Newsweek $61.77 $191,500 Pg/4C Newspapers:  Newspapers 2003 Newspaper spending $2,976,000,000 national (+5.8%) $22,7878,000,000 local (+13.4%) $1,317,000,000 FSIs (+6.3%) Top Newspaper Advertisers:  Top Newspaper Advertisers Verizon ($513.7 million) AT&T Wireless ($510.4 million) Federated Department Stores ($493.7 million) Sprint ($477 million) SBC ($441.7 million) Types of Newspapers:  Types of Newspapers Daily Weekly National USA Today Wall Street Journal Christian Science Monitor New York Times Buying Newspaper Space:  Buying Newspaper Space Display advertising Classified advertising Preprints Other inserts SAUs (standard advertising units) Newspaper Audiences:  Newspaper Audiences City zone Retail trading zone Newspaper Rates:  Newspaper Rates Flat rates Open rates (frequency or bulk) Run of paper (ROP) Preferred position Combination rates Sample rates:  Sample rates Kernel $1,644 Pg/4C @ distributed copies of 17,000, CPM=$96.71 @ circulation of 34,000, CPM=$48.35 2 readers per copy Out of Home:  Out of Home Outdoor Transit Skywriting Others Out of Home Spending:  Out of Home Spending 2003 outdoor $2,673,000,000 (+8.0%) Top Outdoor Advertisers:  Top Outdoor Advertisers Anheuser-Busch ($57 million) McDonald’s ($41.6 million) Time Warner ($37 million) Outdoor:  Outdoor 30-sheet posters, 8-sheet posters, bulletins GRPs/Showings 100 showing = 100% of target Traffic Audit Bureau Transit:  Transit Buses Subways Station displays Other forms of out-of-home:  Other forms of out-of-home Malls Stores Stadiums Airplanes Internet:  Internet 2003 spending = $6,495,000,000 (+15.7%) Top Spenders Time Warner ($120.2 million) InerActive Group ($77.2 million) Dell ($48.9 million) Yellow Pages:  Yellow Pages

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