ADV 126 Media Planning & Buying - T-Mobile

S a n J o s e S t a t e U n i v e r s i t y

A d v e r t i s i n g 1 2 6

M e d i a P l a n n i n g & B u y i n g

1 1 / 2 8 / 2 0 1 4

Kelly Nai Chung Hsu

Media Flight Plan:

T-Mobile

Company– T-Mobile US Inc.

Situation Analysis

The Company – The company traces back to 1994 when establishment of Voice Stream

Wireless PCS. It’s originally a subsidiary of a company called Western Wireless Corporation.

In 2002, Voice Stream Wireless Corporation was renamed T-Mobile USA, which as the US

operating entity of T-Mobile International AG, the mobile-communication company of

Deutsche Telekom. T-Mobile US, Inc. headquarter locate at Bellevue, Washington, United

States. The location is subsidiary based for T-Mobile International AG. The company

provides cellular voice, messaging, and data services in the United States, Puerto Rico and

the U.S. Virgin Islands under the T-Mobile and MetroPCS brands.

After a failed purchase attempt by AT&T in 2011, the company was inquiry to be purchased at $39 billion stock and

cash offer. It was decline after being faced with United State government on regulatory and legal hurdles. T-Mobile USA has

recently announced the merger with MetroPCS Communications, Inc, the 6th largest carrier in the US. The merge was to

improve its competitiveness with other national carriers.

The company are currently consider as the fourth and fifth largest wireless networks in the U.S. market with 45

million customers and annual revenues of $21.35 billion. T-Mobile nationwide network currently reaches 96 percent of

Americans. The company are also selected in 2011, J. D. Power and Associate, ranked the company highest among major

wireless carriers for retail-store satisfaction four years consecutively and highest for wireless customer care two years

consecutively[1]

The Category – The category of the business will be considers under cellular network. The

model of the business provides data network, messaging, and cellular connection service for

consumer cellular phones. In the late 1940s, the first modern mobile telephone was introduced

in the United States. [8] In the 1970s, United States introduced the first generation of mobile

network. These systems were referred as cellular, which was later called as “cell”. In the early

1990s, 2G phones deploying GSM technology were introduced. The GSM network offered

improvement on voice quality but only offers limited data service. It allows user to send

graphics data as packets. The importance for the packet-switching increased with the demands

of the internet and the internet protocol, which is referred as

IP. The EDGE network is a great example of 2G mobile

technology. [8] The 3G revolution came shortly after which

allowed mobile customer to use audio, graphics and video

applications. Over 3G, it’s impossible to watch streaming

video and interact on video wireless calls. It was mainly the

constrained by network bottlenecks and over usages of the

cellular network. In 2010, the current generation of mobile

telephone 4G was introduced. The 4G was developed to

providing transmission rates up to 20 Mbps while

accommodating quality of the mobile phone features. [8]

As the current market share, Verizon has been

dominating 34% of the market. AT&T is at the same rate of 34% going neck to neck with Verizon. Spring has 16% of share

and T-Mobile with 15% of share claiming the fourth place of current United State cellular network market. [9]

The Trends – Cellular mobile phone have been evolving into a personal global communication devices. The evolution

continues on two primary tracks: connectivity, and interoperability. [10] The raise of needs on the proliferation of devices,

and network connection have leads to increase the wireless security and accessibility. For each household, the usage of

smartphone device has raise from 19% in 2009 to 65% in 2013. The 2011 new data from Experian Marketing Services’

Simmons® ConnectSM mobile and digital panel, have explained the way smartphone users spend time using their phone,

with the average adult clocking 58 minutes daily on their device. On average, current smartphone owners devote 26% of the

time they spend on their phone talking and another 20% texting. Social networking eats up 16% of smartphone time while

browsing the mobile web accounts for 14% of time spent. Emailing and playing games account for roughly 9% and 8% of

daily smartphone time, respectively, while use of the phone’s camera and GPS each take up another 2% of our smartphone

day. [2] Currently, 29% of cellular phone owners believe cell phone is their primary source of entertainment.

Advertising for T-Mobile – T-Mobile has been long term partner with advertising agency Publicis Worldwide. The iconic

commercial had started with Catherine Zeta-Jones. The actress signed as the voice of the operator’s “Get More” campaign in

2002. In 2006, Publicis and T-Mobile created the new tagline called “Stick Together”. The plan hinged on a phone plan,

myFaves, which offered unlimited calling to a select five other subscribers. The iconic commercials will be from Dwayne

Wade and Charles Barkley. In 2010, T-Mobile and Publicis has bring in another female icon, young Canadian Carly Foulkes.

She was spokeswoman until 2013. In 2013, Publicis join force with Butler, Shine, Stern & Partners to develop Tim Tebow

the Super Bowl T-Mobile’s big “un-carrier” commercials.

SWOT Analysis

Strength –

Customer Satisfaction: T-Mobile is currently ranking 2014 highest customer service

performance from J.D. Powers and Associates. They currently have 49.1 million wireless

subscribers and provide products and service through 70,000 distributors. The service

revenues grew 10.6% year-over-year to $5.7 billion. T-Mobile is also current fastest 4G LTE

network in the America proven by speedtest.net. [1]

Competitive Pricing: T-Mobile has always considers as the most valuable phone plan

carrier within the top four carriers. With unlimited talk, text, and data, the plan is at fifty

dollars in comparison with Verzion, AT&T or Sprint, where average at sixty dollars.

Contract Freedom: T-Mobile allows consumer to have a choice of stay or leave T-Mobile. They provide open transparent

payment plans for consumers to pay off their phone on monthly basis or pay all upon signing

up with T-Mobile. When the consumer decided to trade in the phone, T-Mobile will provide up

to $350 trade in value to credit against the new phone consumer selected.

Wi-Fi Calling: T-Mobile Wi-Fi calling will virtually include anywhere in the world. Once the

consumer connect the mobile phone with Wi-Fi, they are allow to make call to any United

States number for unlimited calling.

Weakness –

Cellular Coverage: The biggest weakness for T-Mobile will be cellular coverage. Although the company had improved on

the coverage, however, they have remained fourth place for national coverage. [3]

iPhone Distribution: T-Mobile's another weakness was that it didn't have the iPhone until recent year, something AT&T

could remedy at little to no cost. Verizon also had the chance to carried iPhone in February of 2011. The sale of first three

years from iPhone including subscribers was able to put T-Mobile again at the fourth place in the market.

Small Market Share: T-Mobile currently only owns 15% of market shares which is consider as the smallest player in

cellular industry. AT&T and Sprint has both inquiry the attempt to purchase T-Mobile both in 2010 and 2011, using T-

Mobile as the stepping stone to become the biggest cellular network. The small market share made it hard to T-Mobile to

compete with other carriers.

Bad Impression: Although T-Mobile’s coverage has improved on the coverage, however, they are also struggles with

consumer’s impression of earlier days having weak signals within suburb area.

Opportunity –

Cellular Network Merger: T-Mobile continued to make rapid progress on the

expansion and integration with MetroPCS. As of September 30, 2014, MetroPCS was in

55 markets with nearly 11,000 points of sale in total, which includes 4,000 in the 40

expansion markets, an increase of 900 points of sale in the third quarter alone. As T-

Mobile is 3rd place within cellular industry. There is definitely a lot of room for T-Mobile

combine with MetroPCS to grow. [4]

Un-Carrier Strategy: With the current “uncarrier” strategy, T-Mobile has successfully increase 2.4 million subscribers within first quarter of 2014. [7]

Music Freedom: T-Mobile took opportunity on partnering with Pandora, iHeart Radio,

iTunes Radio, Spotify, and other 20 partners to give consumer the freedom to stream music without suffering the consumer’s

data usage.

Increase Subscribers: With being the fourth place on the market, T-Mobile still have plenty of room to grow on attracting

more subscribers into their cellular networks. With the brand offering plenty of free add-ons, T-Mobile is subject to expend

in the future

Threats –

Bigger Players: Not only cellular industry have Verizon and AT&T to both share 34% of shares, it also have Sprint going

neck to neck with T-Mobile.

Application that offers calling service: T-Mobile also face people with using Skype, Google

Hang out and any application within tablets, desktops, and cellphones that offers free call

connectivity.

Landline Service: Cable is also a bigger player than the cellular company. With Comcast and

AT&T, the landline industry can also be a huge threat to T-Mobile.

Competitors – With AT&T and Verizon being 1st and 2nd, it’s hard for T-Mobile to compete as AT&T is much larger

company than just cellular phone department. AT&T not only offer cellular network, but also offers landline services. There

are also Comcast in the picture that offers landline service to the communication market. Without the merger with

MetroPCS, it will be hard for T-Mobile to even compete with the big players. The competitor can also have tablets that offer

free call service, which is currently hurting all cellular industries.

Target Audience – The target audience will be primary 25 – 34 Young Adults female and males that are financial

independent. The secondary target audience will be 35 – 49 adults that have families and in need of family plans.[5]

Demographics –

1. The demographics will be 25 – 49 adults, both female and male.

2. It will be any individuals that are financially stable to have income more than $25,000

annually.

3. The individuals can be single or married couples.

4. The generation group will mainly be generation X and generation Y.

5. They will be consumers that have a stable income, but will not consider as high income

group.

Psychographics –

1. The consumers that are not appreciate by current cellphone company.

2. They have or had a bad experience with their customer satisfaction.

3. They are also concern about the amount paid on their monthly bill.

4. The individuals are easier to adapt to new things.

5. They are mainly middle class income individuals.

6. They like or support the brand position “challengers” mind set.

7. The consumer are also very focus on technology and data usage to stream music or surfing social media.

8. They are also more untraditional consumers that do not believe in contracts or regulations.

Budget – The budget will be based on 2012 T-Mobile advertising and marketing budget which is 887 million. [6]

Reach & Frequency – Based on the high budget, the expectation of having more than 90% of reach will be implemented to

each month. The frequency will at least require to be more than 10 times based on the budget. The peak months will be

June, July, August, October, November, and December.

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Reach % 90% 90% 90% 90% 90% 93% 93% 93% 90% 93% 95% 95%

Frequency 10 10 10 10 10 13 13 13 10 13 15 15

Geography – T-Mobile have current 3,300 stores across United States. The spot markets selected will be top 150 markets within United States. It will be nationwide market including the big cities. Half of budget will also be spending on spot buys which will focus on regional, local advertising.

Major Target Cities:

- San Francisco - Los Angeles - New York - Chicago - Texas - Florida - San Diego - New Jersey - Washington D.C - Seattle - Portland - Las Vegas

Objective – The goal is to use the 2012 budget and increase the current market reach and frequency. We will project to reach 90% of target audience within 150 markets on January, February, March, April, May, and September at 10x frequency. For June, July, August and October, we will project to reach 93% of target audience within 150 markets at 13x frequency. For November and December as it’s holiday season, we will reach 95% of target audience with 15x frequency rate.

Strategy –The goal will be to maintain the current strategy, but to expend on the media channels. The main focus is to maintain current television media buy, but also go into the day time television for both national and spot. The early news and late news time frame will also be the main focus to focus on the target audience.

The second focus is to expend radio media buying channel into traffic radio time frame during morning and evening driving. We will focus a lot on radio broadcast to have consumer better understanding of the brand itself and what current promotion T-Mobile has.

The third main focus is on mobile and digital advertising of 30 seconds commercial of customer testifies how much they have saved after switch to T-Mobile. The media spot will be on video based site such as YouTube or Vine. The ¼ of the digital spot will be on targeted consumer site. The last ¼ of the digital spot will be on social media.

A direct mail notification to be send out to all current subscriber with additional 1 month off for every year they spent with T-Mobile.

There will also be 25 shows of outdoor spot purchase and increase to 75 shows during November and December.

Must Have Media –

Television: Majority of the target consumers still subscribe to cable television. Thirty second commercials is the must as it will hit most of the target audiences.

Radio: The target audiences is mainly individuals with stable income. The morning and evening drive media spot will be a great time to broadcast the T-Mobile plan. As T-Mobile is a service providers, there are no visuals needed to present in the commercial.

Mobile and Digital Advertising: Freemium application and games often time require users to watch advertisement in order to receive rewards. The thirty second commercials will be a great way to implement into the mobile as its charge by CPV (Cost per view). The target audience also is heavy social media users, there will also be media spot implement into the social media.

Direct Mail: Direct mail is a way to remind consumers when holiday season are near. The special promotion offers or greeting are great way to remind customer what T-Mobile current offers.

Outdoor: Outdoor will have similar function to radio. Billboards media spot is to remind customer T-Mobile while driving to work in case they are not listening to radio.

Don't use Media –

Newspaper: The media will not be using will be newspapers inserts. The main reason is current newspapers has all transform into the world of digital. The target audience will mainly read news from the digital tablets or smartphone. It’s not efficient media spot buy.

Bibliography:

[1] T-mobile Newsroom, T-Mobile US Media Relations, Bellevue, Washington, c2014

[2]2011 Simmons Mobile Consumer Report, Experian.com, c2011

[3]Network Coverage Maps, Open Signal, c2014

[4]T-mobile Report - third quarter 2014, T-Mobile US Media Relations, Bellevue, Washington, c2014

[5]T-mobile Target Consumer, Nielsen Local, c2013

[6]T-mobile Budget, David Beren, Tmo News, c2013

[7]T-mobile first quarter result, T-Mobile US Media Relations, Bellevue, Washington, C2014

[8]The History of Cellular Network, Jefe Nubarron, Bright Hub, c2011

[9]Market Share Stat, Statista, c2014

[10]Mobile Technology Trends, Delphian System, c2014

[11]T-Mobile advertising, Ad Age, c2014

http://newsroom.t-mobile.com/news/tmo-highest-ranked-customer-service-jdp.htm

http://www.experian.com/assets/simmons-research/white-papers/experian-simmons-2011-mobile-consumer-report.pdf

http://opensignal.com/network-coverage-maps/

http://newsroom.t-mobile.com/media-kits/t-mobile-us-reports-third-quarter-2014-results.htm

http://dialog.scarborough.com/index.php/sales-manager-toolkit-what-you-need-to-know-about-your-client-before-you-meet/

http://www.tmonews.com/2013/07/t-mobiles-increased-ad-spending-addition-of-iphone-hasnt-led-to-increased-market-share-yet/

http://newsroom.t-mobile.com/news/t-mobile-us-reports-first-quarter-2014-results-and-best-ever-quarterly-performance-in-branded-postpaid-net-customer-additions.htm

http://www.brighthub.com/mobile/emerging-platforms/articles/30965.aspx

http://www.statista.com/statistics/199359/market-share-of-wireless-carriers-in-the-us-by-subscriptions/

http://www.delphiansystems.com/About/MobileTechnologyTrends

http://adage.com/article/digital/t-mobile-s-advertising-years/294529/

Year At a Glance

Student Kelly Nai Chung Hsu

Professor Tim Hendrick

Semester Fall 2014

Reach Avg Freq GRPS $(000)

Goal Est Goal Est Goal Est Balance Goal Est Balance

January 90 95.2 10 28.1 900 2671 -1771 61004.1 60884.1 120.1

February 90 95.2 10 28.1 900 2671 -1771 61004.1 60884.1 120.1

March 90 95.2 10 28.1 900 2671 -1771 61004.1 60884.1 120.1

April 90 95.2 10 28.1 900 2671 -1771 61004.1 60884.1 120.1

May 90 95.2 10 28.1 900 2671 -1771 61004.1 60884.1 120.1

June 93 95.2 13 55.3 1209 5269 -4060 81948.9 81880.3 68.6

July 93 95.2 13 55.3 1209 5269 -4060 81948.9 81880.3 68.6

August 93 95.2 13 55.3 1209 5269 -4060 81948.9 81880.3 68.6

September 90 95.2 10 28.1 900 2671 -1771 61004.1 60884.1 120.1

October 93 95.2 13 55.3 1209 5269 -4060 81948.9 81880.3 68.6

November 95 95.2 15 73.4 1425 6995 -5570 96589.9 96562.7 27.1

December 95 95.2 15 73.4 1425 6995 -5570 96589.9 96562.7 27.1

Total 13086 51093.7518 0 887000 885951.041 1048.9591

National Contingency $(000): 0

Spot Contingency $(000): 0

Goal Sheet Student Kelly Nai Chung Hsu

Professor Tim Hendrick Semester Fall 2014 National Plan

National Plan Reach Freq GRPs %Share Est

$(000)

January 90 10 900 6.9 61004.1

February 90 10 900 6.9 61004.1

March 90 10 900 6.9 61004.1

April 90 10 900 6.9 61004.1

May 90 10 900 6.9 61004.1

June 93 13 1209 9.2 81948.9

July 93 13 1209 9.2 81948.9

August 93 13 1209 9.2 81948.9

September 90 10 900 6.9 61004.1

October 93 13 1209 9.2 81948.9

November 95 15 1425 10.9 96589.9

December 95 15 1425 10.9 96589.9

-------- -------- --------

National Media

13086 100 887000

National Contingency

0

Total National $$

887000

Spot Plan

Spot Plan Reach Freq GRPs %Share Est

$(000)

January 90 10 900 0 0

February 90 10 900 0 0

March 90 10 900 0 0

April 90 10 900 0 0

May 90 10 900 0 0

June 93 13 1209 0 0

July 93 13 1209 0 0

August 93 13 1209 0 0

September 90 10 900 0 0

October 93 13 1209 0 0

November 95 15 1425 0 0

December 95 15 1425 0 0

-------- -------- --------

Spot Media

0 0 0

Spot Contingency

0

Total Spot $$

0

Total Plan

887000

Monthly Detail



Semester Fall 2014

January

Target Demo: All Adults ages 25-49 Natl Univ (000):95037.70000000001 Spot Univ (000):72988.39999999998

Medium Covg. Unit GRPs CPP CPM Total Cost

Net TV-E Morning NATL :30 50 16453 17.31 822650

Net TV-Daytime NATL :30 25 36606 38.52 915150

Net TV-Early News NATL :30 50 18446 19.41 922300

Net TV-Prime NATL :30 50 31992 33.66 1599600

Net TV-L Nite/L News NATL :30 50 20835 21.92 1041750

Net TV-Sports NATL :30 35 33103 34.83 1158605

Net Cable-Daytime NATL :30 25 3867 4.07 96675

Net Cable-E Fringe NATL :30 30 7720 8.12 231600

Net Cable-Prime NATL :30 50 17898 18.83 894900

Net Cable-L Fringe NATL :30 50 7369 7.75 368450

Natl Syndication NATL :30 30 18172 19.12 545160

Net Radio-Morning Drive NATL :60 300 3660 3.85 1098000

Net Radio-Daytime NATL :60 100 4080 4.29 408000

Net Radio-Evening Drive NATL :60 300 3515 3.7 1054500

Net Radio-Nightime NATL :60 100 3635 3.82 363500

Magazines-Mens NATL FPG 4C 17 24080 25.34 409360

Magazines-Womens NATL FPG 4C 17 18321 19.28 311457

Magazines-General Interest NATL FPG 4C 10 14794 15.57 147940

Digital National NATL IMPS 1021 15170 15.96 15488570

National Totals 2310 12068 12.7 27878167

Spot TV-Daytime SPOT :30 10 20286 27.79 202860

Spot TV-Prime SPOT :30 30 48885 66.98 1466550

Spot TV-Late Fringe/News SPOT :30 30 24795 33.97 743850

Spot Radio-Morning Drive SPOT :60 100 9387 12.86 938700

Spot Radio-Evening Drive SPOT :60 100 9188 12.59 918800

Outdoor SPOT 25

Show 684 1353908 2.71 926073072

Direct Mail SPOT Letter 50 547412 750 27370600

Spot Totals 1004 32864 45.03 32995268

Total Plan 3081.06615 19757 20.79 60873435

Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot GRPs are weighted to %US coverage before calculations.

Monthly Detail



Semester Fall 2014

February






Net TV-Prime NATL :30 50 31992 33.66 1599600
















National Totals 2310 12068 12.7 27878167






Outdoor SPOT 25 Show 684 1353908 2.71 926073072


Spot Totals 1004 32864 45.03 32995268

Total Plan 3081.06615 19757 20.79 60873435


Monthly Detail



Semester Fall 2014

March






Net TV-Prime NATL :30 50 31992 33.66 1599600
















National Totals 2310 12068 12.7 27878167






Outdoor SPOT 25

Show 684 1353908 2.71 926073072


Spot Totals 1004 32864 45.03 32995268

Total Plan 3081.06615 19757 20.79 60873435


Monthly Detail



Semester Fall 2014

April






Net TV-Prime NATL :30 50 31992 33.66 1599600
















National Totals 2310 12068 12.7 27878167






Outdoor SPOT 25

Show 684 1353908 2.71 926073072


Spot Totals 1004 32864 45.03 32995268

Total Plan 3081.06615 19757 20.79 60873435


Monthly Detail



Semester Fall 2014

May






Net TV-Prime NATL :30 50 31992 33.66 1599600
















National Totals 2310 12068 12.7 27878167






Outdoor SPOT 25

Show 684 1353908 2.71 926073072


Spot Totals 1004 32864 45.03 32995268

Total Plan 3081.06615 19757 20.79 60873435


Monthly Detail



Semester Fall 2014

June






Net TV-Prime NATL :30 50 31992 33.66 1599600















National Newspapers NATL FPG B&W 100 58068 61.1 5806800


National Totals 4259 12059 12.69 51360427


Spot TV-Early Fringe/News SPOT :30 25 28092 38.49 702300




Spot Radio-Daytime SPOT :60 100 7738 10.6 773800


Spot Radio-Nighttime SPOT :60 100 11532 15.8 1153200



Spot Totals 1618 18861 25.84 30516866

Total Plan 5501.61458 14882 15.66 81877293


Monthly Detail



Semester Fall 2014

July






Net TV-Prime NATL :30 50 31992 33.66 1599600

















National Totals 4259 12059 12.69 51360427











Spot Totals 1618 18861 25.84 30516866

Total Plan 5501.61458 14882 15.66 81877293


Monthly Detail



Semester Fall 2014

August






Net TV-Prime NATL :30 50 31992 33.66 1599600

















National Totals 4259 12059 12.69 51360427











Spot Totals 1618 18861 25.84 30516866

Total Plan 5501.61458 14882 15.66 81877293


Monthly Detail



Semester Fall 2014

September






Net TV-Prime NATL :30 50 31992 33.66 1599600
















National Totals 2310 12068 12.7 27878167






Outdoor SPOT 25

Show 684 1353908 2.71 926073072


Spot Totals 1004 32864 45.03 32995268

Total Plan 3081.06615 19757 20.79 60873435


Monthly Detail



Semester Fall 2014

October






Net TV-Prime NATL :30 50 31992 33.66 1599600

















National Totals 4259 12059 12.69 51360427











Spot Totals 1618 18861 25.84 30516866

Total Plan 5501.61458 14882 15.66 81877293


Monthly Detail



Semester Fall 2014

November






Net TV-Prime NATL :30 50 31992 33.66 1599600
















Other National NATL Uses N/A N/A N/A 0

National Totals 4345 11273 11.86 48980066





Spot Cable SPOT :30 40 18042 24.72 721680






Direct Mail SPOT PostCard 45 255459 350 11495655

Digital Spot SPOT IMPS 1573 11374 15.58 17891302

Spot Totals 4658 10213 13.99 47569856

Total Plan 7922.31687 12187 12.82 96549922


Monthly Detail



Semester Fall 2014

December






Net TV-Prime NATL :30 50 31992 33.66 1599600
















Other National NATL Uses N/A N/A N/A 0

National Totals 4345 11273 11.86 48980066





Spot Cable SPOT :30 40 18042 24.72 721680






Direct Mail SPOT PostCard 45 255459 350 11495655

Digital Spot SPOT IMPS 1573 11374 15.58 17891302

Spot Totals 4658 10213 13.99 47569856

Total Plan 7922.31687 12187 12.82 96549922


Frequency Distribution: January, February, March, April, May, September



Semester Fall 2014

National Spot Combined

F F+ F F+ F F+

0 4.9 100 13.6 100 4.8 100

1 0.4 95.1 19.6 86.4 0.1 95.2

2 0.9 94.7 18.4 66.8 0.2 95.2

3 1.4 93.8 13.4 48.5 0.4 95

4 1.9 92.4 9.1 35.1 0.7 94.6

5 2.3 90.6 6.3 25.9 1 93.9

6 2.7 88.2 4.4 19.7 1.4 92.8

7 3 85.5 3.2 15.3 1.8 91.4

8 3.2 82.5 2.4 12 2.1 89.7

9 3.3 79.3 1.9 9.6 2.4 87.6

10 3.4 76 1.5 7.7 2.6 85.2

11 3.4 72.6 1.2 6.2 2.8 82.6

12 3.3 69.2 0.9 5 2.9 79.8

13 3.3 65.9 0.8 4.1 3 76.8

14 3.2 62.6 0.6 3.3 3.1 73.8

15 3.1 59.4 0.5 2.7 3.1 70.8

16 2.9 56.3 0.4 2.2 3 67.7

17 2.8 53.4 0.3 1.8 3 64.7

18 2.7 50.6 0.3 1.5 2.9 61.7

19 2.6 47.9 0.2 1.2 2.8 58.7

20 45.3 45.3 1 1 55.9 55.9

Gross Rating Points 2311 360 2671

Reach 95.1 86.4 95.2

Average Frequency 24.3 4.2 28.1

Frequency Distribution: June, July, August, October

Student

Kelly Nai Chung Hsu


Semester Fall 2014


F F+ F F+ F F+

0 4.8 100 7.8 100 4.8 100

1 0.1 95.2 6.8 92.2 0 95.2

2 0.3 95.1 8.5 85.3 0 95.2

3 0.4 94.8 8.4 76.8 0 95.2

4 0.6 94.4 7.6 68.4 0.1 95.2

5 0.8 93.7 6.6 60.8 0.1 95.1

6 1 92.9 5.7 54.2 0.2 94.9

7 1.2 91.9 5 48.4 0.3 94.7

8 1.3 90.7 4.3 43.5 0.4 94.4

9 1.5 89.3 3.8 39.2 0.5 94

10 1.6 87.9 3.3 35.4 0.6 93.5

11 1.7 86.3 2.9 32.1 0.7 92.9

12 1.7 84.6 2.6 29.2 0.8 92.2

13 1.8 82.9 2.3 26.6 0.9 91.4

14 1.8 81.1 2.1 24.3 1 90.5

15 1.8 79.3 1.9 22.2 1.1 89.5

16 1.8 77.5 1.7 20.3 1.1 88.5

17 1.8 75.7 1.5 18.6 1.2 87.3

18 1.8 73.9 1.4 17.1 1.3 86.1

19 1.8 72 1.2 15.8 1.3 84.8

20 70.2 70.2 14.5 14.5 83.5 83.5


Reach 95.2 92.2 95.2

Average Frequency 44.7 11 55.3

Frequency Distribution: November & December

Student

Kelly Nai Chung Hsu


Semester Fall 2014


F F+ F F+ F F+

0 4.8 100 5.1 100 4.8 100

1 0.1 95.2 1.1 94.9 0 95.2

2 0.3 95 1.9 93.9 0 95.2

3 0.5 94.7 2.7 91.9 0 95.2

4 0.7 94.2 3.1 89.3 0 95.2

5 1 93.5 3.3 86.2 0 95.2

6 1.2 92.5 3.4 82.8 0.1 95.2

7 1.4 91.3 3.4 79.4 0.1 95.1

8 1.5 90 3.3 76 0.1 95

9 1.6 88.5 3.1 72.8 0.2 94.9

10 1.7 86.8 3 69.6 0.2 94.7

11 1.8 85.1 2.9 66.6 0.3 94.5

12 1.9 83.3 2.7 63.8 0.3 94.2

13 1.9 81.4 2.6 61.1 0.4 93.9

14 1.9 79.5 2.4 58.5 0.5 93.5

15 1.9 77.6 2.3 56.1 0.5 93

16 1.9 75.6 2.2 53.7 0.6 92.5

17 1.9 73.7 2.1 51.5 0.6 91.9

18 1.9 71.8 2 49.4 0.7 91.3

19 1.9 69.9 1.9 47.4 0.7 90.6

20 68.1 68.1 45.5 45.5 89.9 89.9


Reach 95.2 94.9 95.2

Average Frequency 45.6 27.9 73.4

Market List



Semester Fall 2014

Market Name Rank %US Albany, GA 146 0.14 Amarillo, TX 131 0.17 Anchorage, AK 150 0.13 Augusta, GA 115 0.22 Bakersfield, CA 125 0.19 Beaumont-Port Arthur, TX 141 0.15 Boise, ID 113 0.22 Chico-Redding, CA 130 0.17 Columbia et al, MO 137 0.15 Columbus, GA 128 0.18 Columbus-Tupelo, MS 133 0.16 Corpus Christi, TX 129 0.17 Duluth-Superior, MN 138 0.15 Erie, PA 142 0.14 Eugene, OR 120 0.21 Evansville, IN 101 0.26 Fargo, ND 119 0.21 Ft. Smith, AR 102 0.26 Ft. Wayne, IN 107 0.24 Greenville et al, NC 105 0.24 Joplin-Pittsburg, KS-MO 145 0.14 La Crosse-Eau Claire, WI 127 0.19 Lafayette, LA 123 0.2 Lansing, MI 112 0.23 Lincoln et al, NE 104 0.25 Lubbock, TX 148 0.14 Macon, GA 121 0.21 Medford, OR 140 0.15 Monroe-El Dorado, LA 136 0.16 Monterey-Salinas 124 0.2 Montgomery-Selma,

AL 118 0.22 Myrtle Beach-Florence 103 0.25 Palm Springs, CA 144 0.14 Peoria, IL 117 0.22 Reno, NV 110 0.23

Rockford, IL 132 0.17 Salisbury, MD 147 0.14 Santa Barbara et al, CA 122 0.21 Sioux City, IA 143 0.14 Sioux Falls-Mitchell, SD 114 0.22 Springfield, MA 109 0.23 Tallahassee et al, FL 108 0.24 Topeka, KS 139 0.15 Traverse City et al, MI 116 0.22 Tyler et al, TX 111 0.23 Wausau-Rhinelander,

WI 134 0.16 Wichita Fls et al, OK-TX 149 0.14 Wilmington, NC 135 0.16 Yakima, WA 126 0.19 Youngstown, OH 106 0.24 Baton Rouge, LA 94 0.28 Burlington et al, VT-NY 92 0.29 Cedar Rapids et al, IA 87 0.3 Champaign&Spgfd et

al,IL 84 0.34 Charleston, SC 100 0.26 Chattanooga, TN 86 0.31 Colorado Sprgs et al, CO 93 0.29 Columbia, SC 81 0.34 Davenport et al, IL 96 0.27 El Paso, TX 98 0.27 Harlingen et al, TX 88 0.3 Huntsville et al, AL 83 0.34 Jackson, MS 90 0.3 Johnstown-Altoona, PA 99 0.26 Madison, WI 85 0.33 Paducah et al, KY-IL 79 0.35 Portland et al, ME 76 0.36 Rochester, NY 78 0.35 Savannah, GA 97 0.27 Shrvprt et al, AR-LA-TX 82 0.34 South Bend-Elkhart, IN 89 0.3 Spokane, WA 77 0.36 Syracuse, NY 80 0.34 Tri-Cities, TN-VA 91 0.29

Waco-Temple-Bryan, TX 95 0.28

Albany et al, NY 56 0.49 Austin, TX 51 0.56 Charleston et al, WV 65 0.42 Dayton, OH 62 0.45 Des Moines, IA 71 0.38 Flint-Saginaw et al, MI 66 0.42 Fresno-Visalia, CA 55 0.5 Ft. Myers-Naples, FL 63 0.44 Green Bay-Appleton, WI 70 0.39 Honolulu 73 0.38 Knoxville, TN 58 0.47 Lexington, KY 64 0.43 Little Rock, AR 57 0.49 Mobile-Pensacola, AL-FL 61 0.46 New Orleans, LA 53 0.53 Omaha, NE 75 0.36 Providence et al, RI 52 0.56 Richmond, VA 59 0.47 Roanoke-Lynchburg,

VA 67 0.4 Springfield, MO 74 0.36 Toledo, OH 72 0.38 Tucson, AZ 68 0.4 Tulsa, OK 60 0.46 Wichita-Hutchinson, KS 69 0.4 Wilkes-Barre et al, PA 54 0.53 Albuquerque, NM 44 0.6 Buffalo, NY 50 0.56 Greensboro et al, NC 46 0.6 Harrisburg et al, PA 41 0.64 Jacksonville, FL 49 0.58 Las Vegas, NV 43 0.63 Louisville, KY 48 0.58 Memphis, TN 47 0.59 Norfolk et al, VA 42 0.64 Oklahoma City, OK 45 0.6 Birmingham, AL 40 0.65 Cincinnati, OH 33 0.8 Columbus, OH 32 0.8 Grand Rapids et al, MI 39 0.66

Greenville et al, SC-NC 36 0.74 Kansas City, KS-MO 31 0.82 Milwaukee, WI 34 0.79 Salt Lake City, UT 35 0.78 San Antonio, TX 37 0.7 W Palm Beach et al, FL 38 0.69 Baltimore, MD 24 0.97 Charlotte, NC 25 0.96 Hartford-New Haven, CT 29 0.89 Indianapolis, IN 26 0.95 Nashville, TN 30 0.86 Pittsburgh, PA 22 1.03 Portland, OR 23 1.02 Raleigh-Durham, NC 28 0.92 San Diego, CA 27 0.93 St. Louis, MO 21 1.1 Cleveland, OH 17 1.36 Denver, CO 18 1.31 Detroit, MI 11 1.7 Miami-Ft. Lauderdale, FL 16 1.36 Minneapolis-St. Paul, MN 15 1.51 Orlando et al, FL 19 1.27 Phoenix, AZ 12 1.6 Sacramento-Stockton,

CA 20 1.23 Seattle-Tacoma, WA 14 1.58 Tampa-St Pete, FL 13 1.58 Atlanta, GA 8 2.04 Boston, MA 7 2.12 Chicago, IL 3 3.07 Dallas-Ft. Worth, TX 5 2.16 Houston, TX 10 1.82 Los Angeles, CA 2 5 New York, NY 1 6.54 Philadelphia, PA 4 2.61 San Francisco et al, CA 6 2.14 Washington, DC 9 2.05

150 Markets Chosen, covering 95.51% of US households.

ADV 126 Media Planning & Buying - T-Mobile

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