NATIONAL YOUTH MEDIA CAMPAIGN Media Plan Recommendation April, 1998
Jan 21, 2015
NATIONAL YOUTH MEDIA CAMPAIGN
Media Plan Recommendation
April, 1998
2
Table of Contents
I. Media Plan Development Process
II. Overall Media Objectives
III. Media Strategies
Target Audience
Geography
National/Local Media Balance
Scheduling
Communication Goals
Budget
8
10
12-16
17
18
19-20
21
22
Page
3
IV. Media Tactics
Recommended Media Elements
Multi-Media Corporate Packages
– Media Events Approach
– Existing Media Events
– Custom Made Media Events
– Media Plan Elements
– National Television
– National Radio
Table of Contents
24
25-
29
25-29
30
31
32-36
38-43
44
Page
4
– National Print
– In-School
– Cinema
– Video Arcades
– Local Television
– Local Radio
– Local Newspaper
– Out-of-Home
– Prototypical Online Media Plan
Table of Contents
IV. Media Tactics
45-46
47-48
49
50
51-53
54-55
56
57-58
60-72
Page
5
Table of Contents
V. Recommended Media Plan
Spending Allocation/Flowcharts
VI. Media Plan Delivery Analysis
VII. Media Match Strategies
VIII. Conclusion
74-81
83-84
86-87
89
Page
6
IX. Appendix
“A Day In The Life” of the Target Audience
Target Audience Media Usage Analyses
CPM Analysis
Planning Cost Assumptions Summary
Print Ranking Report
Sample Local Radio Ranking Report
Considered Media Elements Summary
TV Wear-out Analysis
Table of Contents
7
I. Media Plan Development Process
8
Media Plan Development Process
Coordinated effort including input from ONDCP, Creative Media, Porter Novelli, PDFA and Campaign Design Expert Panel.
Innovative approach to media plan given the need to break through and stand out.
Conservative estimates used to allow for realistic, achievable objectives.
Bates/Zenith incorporated recommended media plan strategies into the planning and execution of Phase I.
9
II. Overall Media Objectives
10
Overall Media Objectives
Elevate the awareness and profile of the anti-drug campaign to levels previously unobtainable via the use of solely pro bono support.
Provide levels of reach and frequency of exposure which will provide an effective continuous presence for the anti-drug campaign, recognizing that drug abuse is an everyday problem.
11
III. Media Strategies
12
Youth 9-1012.5%
Youth 11-1325%
Youth 14-1812.5%
Other Adult Influencers
10%Parents40%
Target Audience Emphasis
13
Media Buying Targets
MediaBuyingTargets
CampaignTargets
Youth
12–1812–18
99 1010 1111 1212 1313
6–116–11
Parents and OtherAdult Influencers
AdultsAdults25–5425–54
1414 1515 1616 1717 1818
14
Target Audience
Marketing Targets
Primary: Youth ages 9-18
Primary focus on middle school
Secondary focus on high school
Tertiary focus on late elementary
Secondary: Parents and other primary caregivers of youth ages 9-18
15
Target Audience
Marketing Targets
Tertiary: Other youth influentials (e.g. other adult family members, older siblings, teachers, principals, coaches, faith community, youth group leaders, mentors, health care providers, celebrities)
Ethnic target segments will be delivered proportionate to their representation within the population.
16
Target Audience
29 MM (11%)
195 MM (73%)
10 MM (4%)
32 MM (12%)
Source: 1990 Census
2 MM (<1%)
The media plan is inclusive in its delivery of all ethnic segments that compose the target audience:
White
Black
Hispanic
Asian & Pac.Islander
AmericanIndian
17
Geography
Provide national support recognizing that drug abuse is a nationwide problem.
Utilize local media vehicles in order to allow for localization of advertising messages.
Support community-based anti-drug organizations
Encourage corporate partnerships at a local level
Maximize media match potential
18
National/Local Media Balance
Media usage must balance the inherent economic efficiency of national media vs. the need to localize messages and connect with important grass-roots activity.
On average, teen-directed local media carries a 37% premium vs. national media elements
The communication strategy calls for the achievement of the following message delivery objectives:
Adults Youth 9-18
National Messages 90% 50%
Localized Messages 10% 50%
19
Scheduling Strategies
Create high impact “Media Events” during the year (i.e., quarterly) to generate significantly higher awareness levels than would be provided by a purely continuity-based plan.
Build “Media Events” around high rated, high profile television events, while allowing for scheduling flexibility pending final negotiated television packages.
Provide effective sustaining media levels to bridge periods in between the “Media Events.”
20
Scheduling Strategy
Continuity Continuity Continuity Continuity Continuity
Media Media Media MediaEvent Event Event
Paid Media
Event
PSAsMedia Match
21
Communication Goals
The media plan has been built using a “task-based” approach.
The combination of media elements will achieve desired communication effectiveness.
The stated target audience reach/frequency goal is 90/4.0 on a weekly basis.
During select times of year, advertising will be at even higher levels to create large spikes of awareness, visibility and impact.
22
Budget
Develop the paid annual media plan using a budget of $150MM gross.
23
IV. Media Tactics
24
Recommended Media Elements
NATIONAL
National Television National Radio National Print
LOCAL Local Television Local Radio Newspapers Out-Of-Home
Multi-Media Packages
Special TV Events
In-School
CinemaVideo Arcade
sOnline
25
The Corporate Media Partnerships Approach
Campaign objectives will best be served by elevating the negotiation of media components to the highest corporate levels within multi-media companies.
Maximizes the potential of the Media Match– Recognizes varying intra-company demand
on media inventory Leverages full marketing synergies
– Maximizes the use of both traditional and non-traditional media components
Encourages the involvement and commitment of top management
– Increases the likelihood of successful and coordinated execution
26
Potential Corporate Media Partners
CBS TV Network
Nashville Network
Country Music Television Network
CBS Radio Network
NBC Radio Network
The NeXt Net
Westwood One Radio Networks
TDI
Fox Broadcasting
Fox Kid’s Network
Fox Sports Net
Fox Family Channel
FX
News America Digital Publishing
News America FSI
TV Guide
ABC TV Network
ABC Radio Networks
ESPN Networks
Disney Magazine
Radio Disney
Theme Parks
Home Videos
27
Potential Corporate Media Partners
NBC TV Network
MSNBC
CNBC
CNN, CNN/SI
TBS
TNT
Cartoon Network
Home Videos
Online
Direct Mail
Book/CD Clubs
Cable/Magazine Bills
DC Comics
NBA
Inside Stuff
Parenting
People, Teen People
Sports Illustrated
SI for Kids
Time, Time for Kids
WB
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Potential Corporate Media Partners
Primedia
Channel One
Cover Concepts
Lifetime Learning Systems
Seventeen
Weekly Reader
MTV
Nickelodeon
Nick-At-Nite
VH-1
Blockbuster
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Potential Corporate Media Partners
Electronic Communication Boards in High Schools
Teen/Teachers Web Sites
Custom Events/Promotions
Custom Elementary, Junior High and High School Programs
Sampling/Distribution
Retailer Tie-ins (e.g., Toys R Us, Blockbuster)
Scholastic Magazines
Book Clubs/Book Fairs
Classroom Television/Video
Online Site/In-School
Television/Movie Production
Software Clubs/Catalog
Community Parks Association
MARKET SOURCE
30
Media Events Approach
Quarterly “Media Events” will consist of a combination of existing television/media events and custom made media events developed with media partners.
Existing and custom made media events will provide strong delivery of the target segments, as well as high profile “showcase” environments.
31
Existing Media Events
SPORTING EVENTS
AWARD SHOWS
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Billboard Music
Awards
MLB Playoffs
MTV Music Video Awards
MTV Movie Awards
NBA Playoffs
NHLPlayoffs
Academy Awards
NCAA
Grammy's
Super Bowl
College Bowl
Games
32
Custom Made Media Events
Themed “Touched by an Angel”/ “Walker Texas Ranger”
Themed Half Hour Comedy Cast Member PSA’s in
Program News Hour/CBS This Morning Sports Tags Miss Teen USA Music Assistance Program Ask The Expert Days on
CBS O&O’s NCAA Tournament Tie-ins Grammy Awards Tie-ins
Mall Video Kiosks, McDonald’s and American Airlines Exposure
ESPN Radio Network In-Program Segments
ABC Radio Network Musician/Celebrity Interviews
National “No To Drugs” Day
Disney Drug Awareness Symposium
Online Tie-ins/Sponsorships with ABC, ESPN and Disney
Themed Interstitials on TGIF and Saturday morning
PSA’s using Wonderful World of Disney/ TGIF/Sport Figures/ ESPN Talent
Anti-Drug Program-ming on GMA, WNT, 20/20, Soaps, Sports, etc.
ESPN/ESPN2 “Cutting Edge Sports” Sponsorship
Secure Partner to Provide and Distribute Brochure
33
Custom Made Media Events
“Celebrity” Advertorial Series in Time Inc. Magazines
Customized DC Comic Books
NBA Tie-ins Through SI for Kids/Inside Stuff
US Comedy Arts Special Sponsorship
Book, CD and Video Clubs
Cable Bills
Teen Saturday Tie-In
Drug Awareness Day, Week or Month (Themed Line-up)
“Party of Five” Episode TV Guide Tie-in News American FSI FOX Kids Network FOX Family Channel PSA’s on Video Releases
34
Custom Made Media Events
MTV News Specials, Movie Awards, Video Music Awards, Sports and Music Festival
Nickelodeon News Segments, Kids Choice Awards, Nick Takes Over Your School, The Big Help
Blockbuster Anti-Drug PSA “Loop”, Store Locations used as Entry Point for Marketing Programs
“Drug Report Card” Channel One Town
Hall Event Pre-Prom Event in
Seventeen Magazine, Weekly Reader and Channel One
In-School Curriculum Programs (Back-to-School and New Year’s Resolution)
National PTA Drug Awareness Week
“Stay Cool” Summer Program with Channel One, Weekly Reader, In-School, Lifetime Learning Systems (i.e. Summer Camp Program)
Whatnext.com Online Promotion
Drug Free World Coloring /Craft Project
Say No To Drugs Essay Contest
Say No To Drugs Pledge Program
What Next Traveling Tour
MARKET SOURCES
35
Custom Made Media Events
Custom Comic Book Section Series and Distribution
Teen Poster Contest
Teen Anti-Drug Pledge
Sponsored Interactive CD
MARVEL/NIGHTINGALE KATZ DIMENSIONS
36
Custom Made Media Events
Music Calender Series Profiling Musicians Whose Lives Have Become Affected by Drug Abuse, Speaking with Band Members, family members.
On Air “Fantasy Concert” and Interviews with Bands Plagued by Drug Abuse
Musician and Sports Figure PSA’s
Incorporate Drug Abuse discussion into Interview Shows/ other Relevant Programming
Presence at Affiliated Concert Events
Tie-Ins with Grammy Awards and other major events
37
Media Plan Elements
The ONDCP paid media plan consists of a variety of media elements or “building blocks” which will most effectively deliver Anti-Drug messages to the various target segments.
38
Media Tactics
National Television
Use national television to provide broad reach among all target segments, and to take advantage of targeted programming opportunities.
Primetime will provide highest ratings and greatest visibility. ABC/FOX skew recommended due to younger skewing programming.
Early Morning will provide efficient delivery of the adult target segment, particularly mothers. Talk Show/News formats conducive to initiating drug abuse coverage.
Cable provides efficient and extremely targeted opportunities to reach all target segments.
39
Media Tactics
National Television
Sports will provide exposure to all the target segments (particularly adults), and will be a high impact environment to reach the youth targets given the “role model” status of athletes
NBC’s Saturday Line-up provides highly targeted vehicles for reaching the teen target, as well as the younger kid target
Kid Network, both Monday-Friday afternoon and Saturday morning, will reach kids, and younger teens as well, in large numbers
Hispanic Television (i.e., Univision and Telemundo) will provide broad reach among the Hispanic community, within a mix of appropriate adult (primarily) and teen/kid programming environments.
40
Media Tactics
Television Programming Selection Criteria
Advertise on programs with high ratings and/or composition of the target segments (see TV rankings in appendix), taking efficiency into account as well.
Seek out opportunities to advertise on “All Family” programming where parents and children are watching together: (e.g., Wonderful World of Disney, Thanksgiving Day Parade, Frosty the Snowman, The Wizard of Oz, ET, etc.)
Advertise on programs featuring content that would be conducive to an anti-drug message (e.g., programs dealing with teens, family or social issues)
41
Representative National Television Networks Programming
PARENTS Home Improvement Seinfeld Friends Veronica’s Closet E.R. NYPD Blue Touched by an
Angel
PRIMETIMEPRIMETIME
TEENS Home Improvement Seinfeld Friends Beverly Hills 90210 King of the Hill
KIDS Home Improvement Boy Meets World Teen Angel You Wish Sabrina - Teenage Witch Wonderful World of
Disney
Family Channel
TBS TNT USA
PARENTS BET CNN ESPN
CABLECABLE
KIDS Cartoon Network Nickelodeon
TEENS BET ESPN2 MTV
42
Representative National Television Networks Programming
Hang Time
Saved by the Bell
City Guys
Ultimate Goosebumps
Disney’s Saturday Morning
Eerie, Indiana
Sam & Max
Space Goofs
Ninja Turtles
Life With Louie
Casper
MLB
NBA
NCAA Basketball
NCAA Football
NFL
NHL
NBC SATURDAYNBC SATURDAY KIDS NETWORKKIDS NETWORK SPORTSSPORTS
43
Representative National Television Networks Programming
CBS This Morning
Good Morning America
Today Show
Telemundo
Univision
HISPANICHISPANICEARLY MORNINGEARLY MORNING
44
Media Tactics
National Radio
National radio will provide highly efficient delivery of both the teen and adult target segments, and generate significant levels of frequency of exposure among these targets.
Radio is a favorite medium of teens, and teens are more receptive to advertising messages in radio than any other medium. (Source: Teenage Resource Unlimited, Marketing & Lifestyles Study 1994)
In addition to general market radio (e.g., ABC and Westwood One Network), ethnic radio networks (e.g., American Urban Radio Networks for African-American and LBC and Hispanic Radio Network for Hispanic) should also be purchased to help deliver these ethnic groups within relevant environments.
45
Media Tactics
National Print
Print will be used to reach the various age segments, with an emphasis on adults, within targeted and relevant environments.
The Print Plan will include magazines from a variety of categories to accomplish this goal:
SportsSunday SupplementsTeenUSA TodayWeekliesWomen’s Service
Educators/School Administrators/CoachesEntertainment/HollywoodEthnicKidsMusicParenting
46
Media Tactics
Preliminary Print Consideration List
Entertainment/Hollywood Ethnic Kids Music Disney Magazine Ebony Boy's Life Rolling StoneEntertainment Weekly Jet Nickelodeon SpinUs NBA Inside Stuff VibeHollywood Reporter Sports Illustrated for KidsVariety 3-2-1 Contact
Disney Adventures
Sunday Supplements Teen USA Weekend DC Teens (Comics) Marvel Comics Weeklies Parade Seventeen GamePro TV Guide
Teen Exploring PeopleSports YM Contact TimeSports Illustrated Teen People Girls' Life US News & WorldInside Sports React Scholastic Classroom Mag. NewsweekSporting News
Women's Service Parenting National Newspaper Educators/School Better Homes & Gardens Family Fun USA Today Administrators/CoachesFamily Circle Parents American TeacherFirst for Women Working Mother Curriculum AdministratorGood Housekeeping Parenting Education WeekLadies Home Journal Family Life TeacherMcCall's Child NEA TodayRedbook Physical Education DigestWoman's Day
47
Media Tactics
In-School
In-school media will play a key role in the plan, delivering messages to the primary youth target in a learning environment and in a relevant, interactive manner.
In-school media will also be used to encourage and solicit the involvement of parents, teachers and other key influencers.
The in-school Program will likely include the use of the two or more major in-school media companies (i.e., Market Source, Primedia and Scholastic), although other in-school media applications are possible as well.
48
Media Tactics
In-School
The In-School Program would likely consist of some or all of the following elements:
Channel One In-School TV Weekly Reader/Scholastic Magazines Curriculum Programs Book Covers/Bookmarks Locker Room Gymboards Online Applications (e.g. S.T.E.P. Program) Electronic Messaging Boards High School Newspapers/Magazines
49
Media Tactics
Cinema
202 markets, 10,050 screens, 30% U.S.
Movie theater advertising will deliver the anti-drug message to all three target segments with tremendous “Big Screen” impact.
Moviegoers tend to skew younger, with the highest attendance being among young adults, as well as teens and kids.
Provides the opportunity to showcase “special creative,” as well as the ability to rotate commercials by geography and/or movie rating (e.g., G, PG, R, etc.).
Provides the opportunity to extend the message into theater lobbies, distribute information and take advantage of other added value opportunities.
50
Media Tactics
Video Arcades
125 locations, 66 major markets, 64%U.S.
Advertising in video arcades will reach predominantly teens 12-17 (47% of audience), and kids 6-11 as well (12%), within a favorite leisure time environment.
Message delivery likely to be well timed, given the arcades highest usage on weekends and after school.
Provides opportunity for high impact creative synergistic with video game type graphics.
51
Media Tactics
Local Television
Schedule support in the top 75 markets (approximately 80% U.S.) to allow for greater localization of messages, as well as greater local matching and corporate sponsorship activities.
Structure an “early fringe unwired network” to reach primarily kids and teens, but moms as well, during the after school/pre-dinner time period.
Timely message delivery will potentially spur dinner conversation on the subject.
Schedule weight during the primetime access daypart to deliver high ratings among teens, adults and to a lesser degree, kids.
52
Media Tactics
Representative Early Fringe Programming
TEENS 12-18
Ninja Turtles
Goosebumps
Power Rangers
Spider Man
Life With Louie
Sweet Valley High
MOMS/PARENTS
Oprah Winfrey Show
Judge Judy
Ricki Lake
Home Improvement
Dr. Quinn-Medicine Woman
Geraldo Rivera
Sally Jesse Raphael
KIDS 9-11
Ninja Turtles
Goosebumps
Power Rangers
Bobby’s World
53
Media Tactics
Representative Prime Access Programming
TEENS 12-18
Home Improvement
Simpsons Seinfeld Mad About You Frasier
MOMS/PARENTS
Home Improvement
Simpsons Seinfeld Mad About You Frasier Entertainment
Tonight Jeopardy Wheel of Fortune
KIDS 9-11
Home Improvement
Simpsons
54
Media Tactics
Local Radio
Schedule support in top 75 markets (approximately 80% U.S.) consistent with local television support.
Local radio will be used predominantly to reach teenagers by partnering with the dominant teen station(s) in each market
Local radio accounts for the differences in musical preferences across markets, and teens often have a strong association with a local station and its personalities.
55
Media Tactics
Local Radio
Local radio provides tremendous opportunities to tie-in a local station(s) as a partner in the anti-drug effort and to expand the campaign beyond on-air support:
High School Partnership
High School Concert Promotion
Local Celebrity Tie-in
Concert/Local Market Events
Poster Contest
Anti-Drug Pledge
Sponsor Interactive CD
56
Media Tactics
Local Newspapers
Newspaper plan provides the flexibility to select key markets (estimated 10-20 markets, 20% U.S.) to receive support depending upon current local market issues/priorities
Newspapers will provide broad coverage of the local markets and deliver the message within a newsworthy environment.
Creative messages can be placed within sections of the newspaper dealing with family (e.g., Home Section) or other pertinent editorial.
Newspapers will help to deliver the message to thought leaders and other key influential groups.
57
Media Tactics
Out-of-Home
Out-of-Home plan provides the flexibility to select key markets (estimated 10-20 markets, 20% U.S.) to receive support depending upon current local market issues/priorities.
Out-of-Home will be used to target all three target segments, and provide a consistent reminder message to these targets:
30 Sheet Posting offers total market coverage plus targeting of schools, playgrounds and parks.
Shopping Malls provide an excellent opportunity to reach 15-44 age group, which represents 65% of the mall audience. In addition, over 95% of all teens frequent shopping malls 4-6 times per month.
58
Out-of-Home
8 Sheet Posters provide good coverage of schools and neighborhood coverage of after school activity areas in concentrated ethnic population areas.
Bus Shelters provide supplemental coverage in many markets, and are the primary vehicle in some markets due to geographic efficiency.
Basketball Backboards in school playgrounds will reach kids and teens in urban markets.
Subway Car Cards/Urban Panels (New York) are highly used by the target segments and are located in close proximity to urban school.
Media Tactics
59
Prototypical Online Media Plan
60
Online Objectives - Overall
Build additional awareness of ONDCP campaign.
Provide anti-drug information and resources.
Drive traffic to PDFA and ONDCP sites.
61
Online Media Objectives
Target Audience
Primary: Internet-enabled Kids 9-11 and Teens 12-18.
Secondary: Internet-enabled Parents and Educators
– Demographically defined as Adults 25-54.
62
Online Media Objectives
Geography
National imperative
Consider emphasis/specific messaging to areas of regional use patterns
Timing
Schedule advertising to coincide with start of ONDCP general media campaign
Recognize seasonal usage patterns (e.g., school access — .edu domains — declines in summer)
63
Online Media Objectives
Budget
Develop conceptual sketch plan at $2.7MM level.
64
Online Media Strategies
Use a mix of highly-visited navigation sites for reach & targeted content areas to build frequency
Leading navigation sites include AOL, MSN, Netscape, and search engines such as Yahoo!
– Navigation sites are characterized by many, many single visits of short duration = reach.
Target-rich content areas appealing to kids, teens and parents/educators
– Content areas typically host smaller, more loyal audiences who visit frequently.
65
Online Media Strategies
Use a significant portion of the budget to develop custom package buy on AOL
Leading commercial online service with 11MM+ subscribers.
Leading means of Internet access — 40% of all U.S. web users access the Internet via AOL.
Approximately $1.0MM net to develop 12-month program with custom ONDCP content, teen chat areas, monthly “town hall meetings,” plus ad banner rotation, and so on.
66
Online Media Strategies
Use keywords and targeted topic-area buys on the leading search engines
Most targeted use of these vehicles
Deploy keyword “interdiction” strategy — when user types in drug-related term, ONDCP banner is returned at the top of the search results page.
Use topic areas appealing to kids, teens, parents and teachers
67
Online Media Strategies
Select content areas on the basis of target audience coverage and composition
Use @Plan, Media Metrix to estimate audience delivery by site
Use banner response data to refine the online plan and drive the lowest cost-per-click
“Pulse” scheduling pattern allows two-weeks in-flight, one week off, to assess results
Initial benchmark — cost-per-click under $1.00
68
Online Media Strategies
Utilize network buys such as Doubleclick to test other buy variables
Time of day, domain, geography, affinity
Work with content sites to develop co-branded and custom content as part of media match for the buy.
69
Sample Site Selection
Target: Kids Disney Blast Nickelodeon Yahooligans!
Target: Teens Music: AudioNet, MTV,
Addicted to Noise Movies: Mr. Showbiz, E! Online,
Movielink Chat: Liveworld “Free-mail:” Juno, HotMail Videogaming: HappyPuppy, GameSpot General: Suck, Tripod, The Hub, Swoon
70
Sample Site Selection
Target: Parents/Educators
Family.com
Parent Soup
Parenting topic areas on search engines
71
ONDCP SiteONDCP Site
AdultsAdultsKids 9-10Kids 9-10
StayOffDrugs.comStayOffDrugs.comPrimary:Primary: 11-13 11-13
Secondary:Secondary: 9-10, 14-189-10, 14-18
PDFA SitePDFA Site
AdultsAdults
Online Media Plan Overview
Broad-ReachSites
SearchEngines
Keywords
TargetedContentAreas
ONLINE MEDIA SUPPORT
72
Prototypical Online Media Plan
73
V. Recommended Media Plan
74
In-School 9%
Radio 8%
Television 64%
Online 2%Cinema 2%
Print 10%
Newspaper 1%
OOH 4%
Recommended Media Plan Spending Allocation
Total Plan — $150MM
75
Recommended Media Plan — $150MM
MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR $M
Multi Media Events
Television $98,042
Print $12,981
Radio $13,589
In-school $12,513
Video Arcades $296
Cinema $2,880
Online $2,700
OOH $5,379
Newspaper $1,620
Adults Teens Kids $150,000
76
Radio 14%
Television 61%
Online 2%Cinema 1%
Print 4%
OOH 4%
In-School 14%
Recommended Media Plan Spending Allocation
Teens (12-18) — $77MM
77
Recommended Media Plan — $150MMTeens 12-18 — $77MM
MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR GRPS Net $M
Multi Media Events
Television 83 83 83 83TV Events/Prime Network/Sports 28 1,896 $17,259
15 15 15 15Saturday - NBC Teen Line-up 15 780 $3,413
30 30 30 30Cable - MTV, ESPN2 30 1,560 $8,637
20 20 20 20Prime Access Spot (75 Mkts - 78% US) 20 1,040 $11,520
25 25 25 25Early Fringe Spot (75 Mkts - 78% US) 25 1,300 $6,733
Network Radio 35 35 35 35Younger skewing Networks 35 1,820 $3,251
Spot Radio (75 Mkts, 78% US) 35 35 35 35Top local Teen Stations 35 1,820 $7,314
Print 39 39 39 39React, Seventeen, Teen People 10 752 $2,725
Sports Illustrated for Kids, Marvel Comics
In-School 95 95 95 95 2,244 $11,127
Channel One, Book Covers, Online 53 53
Locker Room Gymboards, Scholastic
Curriculum Programs, Weekly Reader
Video Arcades 36 $179
Cinema 9 9 9 240 $960
Online NA $1,450
Portal Sites, Search Engines
Content Areas, In School
OOH #50 #50 #50 #50 #50 #50 900 $2,679
30 Sheets, 8 Sheets, Shopping Malls,
Bus Shelters, Other
(Est 10-20 Mkts, 20% US) 14,388 $77,247
Television Radio Print Video ArcadesIn-School Cinema Online OOH
* Note: GRP figures reflect delivery among 12-17 “media buying” target audience.
78
In-School 4%
Television 82%
Online 3%Cinema 3%
Print 3%
OOH 5%
Recommended Media Plan Spending Allocation
Kids (9-11) — $33MM
79
Recommended Media Plan — $150MMKids 9-11 — $33MM
MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR GRPS Net $M
Multi Media Events
Television 63 63 63 63
TV Events/Prime Network/Sports 21 1,428 $13,434
30 30 30 30
Cable - Nickelodeon, cartoons 25 1,340 $4,703
20 20 20 20
Kid Network - M-F Afternoon, Sat Am 15 820 $5,092
30 30 30 30
Early Fringe Spot (75 Mkts - 78% US) 25 1,340 $3,859
Print 160 $1,134Marvel Comics 20 20 20 20
In-School 53 53 53 53 522 $1,386
Book Covers, Online 8 8
Locker Room Gymboards, Scholastic
Curriculum Programs, Weekly Reader
Video Arcades 18 $117
Cinema 5 5 5 120 $960
Online NA $671
Portal Sites, Search Engines
Content Areas, In School
OOH #50 #50 #50 #50 #50 #50 540 $1,620
30 Sheets, 8 Sheets, Shopping Malls,
Bus Shelters, Other
(Est 10-20 Mkts, 20% US)
6,288 $32,977
Television Print Video ArcadesIn-School Cinema Online OOH
80
Radio 7%
Television 60%
Online 2%Cinema 2%
Print 23%
Newspaper 4%
OOH 4%
Recommended Media Plan Spending Allocation
Adults (25-54)— $40MM
81
Recommended Media Plan — $150MMAdults 25-54— $40MM
MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR GRPS Net $M
Multi Media Events
Television 90 90 90 90
TV Events/Prime Network/Sports 30 2,040 $18,252
Early Morning Network - GMA, Today 20 20 20 20 160 $2,117
Cable - Family, ESPN, TBS 20 20 20 20 160 $1,008
Prime Access/EF Spot (75 Mkts - 78% US) 8 8 8 8 64 $835
15 15 15 15
Hispanic (Telemundo/Univision) 10 560 $1,179
Print 35 35 35 35
Sunday Supp's, Weeklies, Ethnic 16 984 $9,122
Womens Service, Parenting
Network Radio 45 45 45 45
General Market Networks 30 1,680 $3,024
Synd. Programs, Ethnic Networks
Cinema 4 4 4 102 $960
Online NA $581
Portal Sites, Search Engines
Content Areas
OOH #50 #50 #50 #50 #50 #50 360 $1,080
30 Sheets, 8 Sheets, Shopping Malls,
Bus Shelters, Other
(Est 10-20 Mkts, 20% US)
Newspaper 8 8 8 8 64 $1,620
Top Local Papers
(Est 10-20 Mkts, 20% US) 6,174 $39,777
Television RadioPrint Cinema Online OOH Newspaper
82
VI. Media Plan Delivery Analysis
83
Local 51%
National 49%
National/Local Impressions — $150MM Plan
Local 11%
National 89%
Adult TargetYouth Target 9 - 18
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Recommended Media Plan — $150MM
Weekly Reach/Frequency Delivery
* Delivery among 18 year olds will be comparable to that of 12-17 “media buying” target audience.
"Media Event" Weeks Sustaining Activity Average YearTarget (8 weeks) (44 weeks) (52 weeks)
Teens (12-18)Goal 90/4.0 90/4.0 90/4.0
Achieved 92/5.8 91/3.8 91/4.1
Kids (9-11) 82/ 3.8 64/ 2.8 66/ 3.0
Adults (25-54) 90/ 4.3 72/ 3.3 74/ 3.5
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VII. Media Match Strategies
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Media Match Strategies
Use media match impressions to ensure that there will be available inventory for other Public Service Advertisers.
Leverage the need to obtain media match impressions in order to make the program a success, during the negotiation process.
Maximize the percentage of the media match delivered as quantifiable on-air advertising messages, establish minimum acceptable level (e.g., 50% of target audience impressions must be matched in this manner)
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Media Match Strategies
Maximize the percentage of the on-air media support delivered in targeted dayparts/programming.
Consider forms of matching in addition to on-air support, which will enhance the impact of the advertising campaign.
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VIII. Conclusion
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Conclusion Creates a strategic blueprint that achieves established communication level
objectives.
Breaks through clutter through the use of high impact media events followed by strong periods of sustaining activity.
Utilizes targeted, high-interest program environments that would never be made available as PSA’s.
Incorporates an innovative approach of enlisting key media partners to create and execute multi-media corporate packages.
Provides a tremendous head start for buying agency to pursue custom targeted media applications.
Creates a bridge between the “paid advertising” and “entertainment industry” communication initiatives.
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IX. Appendix