Media Planning for ISC

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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