Media Planning for ISC

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Media Planning for ISC
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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)

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Biggest TV Advertisers

• Broadcast network Procter Gamble (833.6
  million)
  
• Broadcast spot DaimlerChysler (596 million)
• Syndication PG (329.2 million)
• Cable PG (414.6 million)

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Buying TV time

• Upfront market
• Scatter market
• Opportunistic market

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Network TV CPMs

• CSI 19.59
• Without a Trace 13.83
• CSI Miami 17.30
• Desperate Housewives 11.81
• Everybody Loves Raymond 25.19

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Syndication

• First-run syndication
• Off-network syndication
• Barter

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TV Dayparts

• Morning (7-9 a.m.)
• Daytime (9 a.m.- 430 p.m.)
• Early fringe (430-730 p.m.)
• Prime access (730-800 p.m.)
• Prime time (8-11 p.m. 7-11 p.m. Sun.)
• Late news (11-1130 p.m.)
• Late fringe (1130 p.m.-1 a.m.)

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TV Audience Measures

• TV Households
• Rating of households watching program/all TV
  households
  
• HUT
• Share of households watching program/ of
  households using TVs

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TV Audience Measurement

• Nielsen
• Audimeters
• People meters
• Diaries

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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)

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Biggest Radio Advertisers

• Network Radio General Motors (36.1 million)
• Spot radio SBC Communications (144.2 million)

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Buying Radio Time

• Network radio
• Spot radio
• Local radio

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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.)

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Radio Audience Measurement

• Arbitron
• Person estimates
• Ratings
• Shares
• AQH (average quarter hour)
• Cume
• Diaries

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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)

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Top Magazine Advertisers

• Consumer PG (582.3 million)
• Sunday Dell (76.8 million)

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Types of Magazines

• Consumer
• Sunday
• Business
• Local
• Farm

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Magazine Audiences

• Circulation
• Subscription
• Newsstand
• Controlled
• Pass-Along Readership

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Magazine Audience Measurement

• Audit Bureau of Circulation (ABC)
• Business Publications Audit (BPA)
• Standard Rate and Data Service (SRDS)

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Buying Magazines

• Ad size
• Ad frequency
• Color
• Bleed
• Gatefolds
• Networks

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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

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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)

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Top Newspaper Advertisers

• Verizon (513.7 million)
• ATT Wireless (510.4 million)
• Federated Department Stores (493.7 million)
• Sprint (477 million)
• SBC (441.7 million)

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Types of Newspapers

• Daily
• Weekly
• National
• USA Today
• Wall Street Journal
• Christian Science Monitor
• New York Times

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Buying Newspaper Space

• Display advertising
• Classified advertising
• Preprints
• Other inserts
• SAUs (standard advertising units)

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Newspaper Audiences

• City zone
• Retail trading zone

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Newspaper Rates

• Flat rates
• Open rates (frequency or bulk)
• Run of paper (ROP)
• Preferred position
• Combination rates

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Sample rates

• Kernel
• 1,644 Pg/4C
• _at_ distributed copies of 17,000, CPM96.71
• _at_ circulation of 34,000, CPM48.35
• 2 readers per copy

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Out of Home

• Outdoor
• Transit
• Skywriting
• Others

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Out of Home Spending

• 2003 outdoor 2,673,000,000 (8.0)

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Top Outdoor Advertisers

• Anheuser-Busch (57 million)
• McDonalds (41.6 million)
• Time Warner (37 million)

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Outdoor

• 30-sheet posters, 8-sheet posters, bulletins
• GRPs/Showings
• 100 showing 100 of target
• Traffic Audit Bureau

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Transit

• Buses
• Subways
• Station displays

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Other forms of out-of-home

• Malls
• Stores
• Stadiums
• Airplanes

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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)

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Yellow Pages