May 2000

1
JACK'S CARPET
The Super Floor Store

• May 2000

2
Current AdvertisingThings to Discuss

• Goal of 125 Gross Rating Points (GRPs) in weekly
  television advertising schedule
• On schedule sample supplied
• KHWB Saturday Afternoon Movie listed to run on
  Thurs/Fri.
• KPRC Saturday Morning News listed to run on
  Thurs/Fri.
• Television schedule analyzed is for the period of
  July/August/September 2000 supplied by client.
• Newspaper schedule in this analysis is for
• 1 Saturday 70 Main News advertisement
• 1 Wednesday 12 This Week advertisement
• Television and Newspaper schedules will be
  compared on a weekly basis and for the entire
  7-week period.
• These schedules can be compared by television
  station and among different targets (ex.
  households, homeowners or females).

3
Reach ComparisonCurrent Buy
The best performing week for Television is Week
Two, bringing in 33 reach. The entire 7 week
schedule gives Jacks Carpet a total reach of
61. The newspaper schedule over 7 weeks will
give Jacks Carpet 63 reach in Houston DMA.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
4
Cost ComparisonCurrent Buy
The entire 7 week schedule costs Jacks Carpet
approximately 73,500. The newspaper schedule
over 7 weeks will cost 43,771.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
5
Gross Rating Point ComparisonCurrent Buy
The best performing week for Television is Week
Two, bringing in 49 GRPs. The entire 7 week
schedule gives Jacks Carpet a total reach of 318
GRPs. The newspaper schedule over 7 weeks will
give Jacks Carpet 444 GRPs.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
6
Cost Per Point ComparisonCurrent Buy
The best performing week for Television is Week
Two, with a cost per point of only 213.46. The
entire 7 week schedule gives Jacks Carpet a
total CPP of 231.13. The newspaper schedule over
7 weeks will cost Jacks Carpet 98.58 per gross
rating point.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
7
Recommendations

• Reduce waste in television schedule by running in
  most effective dayparts and stations. In this
  case, its KPRC, KTRK and KHOU. Best reach of
  all your spots came from
• KHOU Th-Fr 11a to 12p
• KHOU Th-Fr 6p to 630p
• KTRK Th-Fr 6p to 7p
• We recommend a weekly schedule of the following
• KTRK Th-Fr 6a to 7a 1 spot
• KTRK Th-Fr 7a to 9a 1 spot
• KTRK Th-Fr 6p to 7p 1 spot
• KHOU Th-Fr 6a to 7a 1 spot
• KHOU Th-Fr 6p to 630p 1 spot
• KPRC Th-Fr 6a to 7a 1 spot
• KPRC Th-Fr 7a to 9a 1 spot
• KPRC Th-Fr 430p to 5p 1 spot
• Run an additional ROP ad in the Chronicle and
  watch the GRPs grow.
• Recommendations save 1,000 over current planned
  7 week periods spending.
• Seven week analysis of recommendations follow.

Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
8
Reach ComparisonProposed Buy
This example compares one week in TV to one week
in the Chronicle. Then, we compare the entire 7
week periods reach. This comparison is using the
new recommended schedule.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
9
Cost ComparisonProposed Buy
This example compares one week in TV to one week
in the Chronicle. Then, we compare the entire 7
week periods cost. This comparison is using the
new recommended schedule.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
10
Gross Rating Point ComparisonProposed Buy
This example compares one week in TV to one week
in the Chronicle. Then, we compare the entire 7
week periods GRPs. This comparison is using the
new recommended schedule.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
11
Cost Per Point ComparisonProposed Buy
This example compares one week in TV to one week
in the Chronicle. Then, we compare the entire 7
week periods CPP. This comparison is using the
new recommended schedule.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
12
Reach ImprovementCurrent vs. Proposed
This example compares the Current Proposed
Schedule improvements.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
13
Cost ImprovementCurrent vs. Proposed
This example compares the Current Proposed
Schedule improvements. The proposed schedules
save a total of 1,000 for the seven week period.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
14
Gross Rating Point ImprovementsCurrent vs.
Proposed
This example compares the Current Proposed
Schedule improvements.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
15
Cost Per Point ImprovementsCurrent vs. Proposed
This example compares the Current Proposed
Schedule improvements.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
16
DailySection Readership
Note Section readership is calculated
differently than average daily or Sunday
readership. Instead of asking whether the
respondent read the section yesterday, the
question asks how many times in the past week or
month the respondent read the section. A daily
or Sunday section readership average is
calculated from these responses.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
17
SundaySection Readership
Note Section readership is calculated
differently than average daily or Sunday
readership. Instead of asking whether the
respondent read the section yesterday, the
question asks how many times in the past week or
month the respondent read the section. A daily
or Sunday section readership average is
calculated from these responses.
Source 1999 Houston Scarborough Report
3,337,380 DMA Adults
18
The Houston Scarborough Reports
SURVEY METHODOLOGY
Conducted by Scarborough Research, New York,
New York Respondents Random sample of adults
age 18, residing in telephone households (listed
and unlisted) Survey Time Periods 1999 Telephon
e (readership data) 3/98- 2/99 (2,572
interviews) Mail (shopping data) 3/98- 3/99
(1,264 questionnaires) Areas Surveyed Primary
Metropolitan Statistical Area (PMSA) consists of
Harris, Fort Bend, Montgomery, Liberty, Waller
and Chambers counties. Designated Market Area
(DMA) consists of all the PMSA counties, with the
addition of Galveston, Brazoria, Matagorda,
Calhoun, Jackson, Wharton, Colorado, Austin,
Washington, Grimes, Walker, San Jacinto and Polk
counties.