Sheels Media Plan Spreadsheets

8/12/2019 Sheels Media Plan Spreadsheets

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Media Plan for Scheels Prepared by K. Schriver April 10, 2013Media Buy Overview

Media VehicleNo. of

InsertionsTotal Cost CPM

TelevisionNorthwest Hunter 96 14,796.80$ 5.28$Outdoor Quest 96 13,056.00$ 5.28$Total/Avg Television 192 27,852.80$ 5.28$RadioMinneapolis KEEY-FM 288 371,952.00$ 8.04$Minneapolis KMNB-FM 288 159,465.60$ 4.43$Fargo KBVB-FM 288 64,540.80$ 17.73$Fargo KVOX-FM 288 64,540.80$ 17.73$Eau Claire WAXX-FM 576 137,462.40$ 14.23$Total/Avg Radio 1728 797,961.60$ 12.43$MagazinesAmerican Hunter 4 154,840$ 5.95$

Blackpowder Guns and Hunting 4 23,232$ 19.36$Bowhunting World 8 48,580$ 13.14$Dakota Country 4 2,040$ 3.04$Guns and Ammo 4 93,760$ 5.90$Hunting 4 113,000$ 12.87$Midwest Outdoors 4 11,532$ 10.84$Shooting Times 4 56,740$ 19.35$Successful Hunter 4 13,604$ 16.41$Wisconsin Outdoor Journal 4 8,140$ 14.39$Total/Avg Magazines 44 574,048$ 12.13$

NewspapersMinneapolis Star Tribune 16 157,500.00$ 16.36$The Forum 16 32,640.00$ 17.94$The Forum 16 26,947.20$ 14.77$The Chippewa Herald 16 11,928.00$ 60.79$Milwaukee Journal Sentinel 20 270,000.00$ 18.68$Total/Avg Newspapers 84 499,015.20$ 25.71$Internetamericanhunter.org 2,000 10,960.00$ 0.04$gunsandammo.com/ 2,800 15,344.00$ 0.02$grandviewoutdoors.com/bowhunting 1,800 9,864.00$ 0.05$outdoornews.com/Minnesota/ 1,600 8,768.00$ 0.05$outdoornews.com/Wisconsin/ 1,400 7,672.00$ 0.04$petersenshunting.com/ 2,400 13,152.00$ 0.08$shootingtimes.com/ 2,400 13,152.00$ 0.04$Total/Avg Internet 14,400 78,912.00$ 0.04$

Google Search, AdWords 5440 20,510.00$ 4089.375Total / Average 1,977,789.60$ 55.55$


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Media Plan for Scheels Prepared by K. Schriver April 10, 2013

Television Placements

Program R a t i n g

R a t i n g

%

T V H H

i n

M a r k e

t

H H V i e

w i n g

P r o g r a

# o f H

H T o t

a l V i e

w e r s

( 0 0 0 )

C o s t P e

r

P o i n t

( C P P )

C o s t p

e r

: 3 0 a d N o

. o f

I n s e r t

i o n s

T o t a l C

o s t

C P M

(

orthwest Hunter

inneapolis 1.7 1.70% 1,734,500 29,487 2.5 74 210$ 357.00$ 32 11,424.00$ 4.84$

au Claire 1.7 1.70% 214,800 3,652 2.5 9 35$ 59.50$ 32 1,904.00$ 6.52$

argo 1.7 1.70% 240,400 4,087 2.5 10 27$ 45.90$ 32 1,468.80$ 4.49$

orthwest Hunter (AVG) 37,225 93 272$ 154.13$ 96 14,796.80$ 5.28$

utdoor Quest

inneapolis 1.5 1.5% 1,734,500 26,018 2.5 65 210$ 315.00$ 32 10,080.00$ 4.84$

au Claire 1.5 1.5% 214,800 3,222 2.5 8 35$ 52.50$ 32 1,680.00$ 6.52$

argo 1.5 1.5% 240,400 3,606 2.5 9 27$ 40.50$ 32 1,296.00$ 4.49$

utdoor Quest (AVG) 10,949 82 272$ 136.00$ 96 13,056.00$ 5.28$

All TV Totals/Avg 48,173 175 544$ 290.13$ 192 27,852.80$ 10.57$


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Vie w e

r s )


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Radio Placements

Program F o r m a

t

D a y p a

r t

R a t i n

g R a

t i n g ( %

)

P e r s o n

s

1 2 + i n

M a r k e

t

L i s t e n e

r s

o f s t a

t i o n

C o s t p

e r

p o i n t

( C P P )

C o s t p

e r

: 6 0 a d N o

. o f

I n s e r t

i o n s

T o t a l C

o s t

Minneapolis KEEY-FM Country PM 6.3 6.3% 2,550,200 160,663 205$ 1,292$ 288 371,952$ 8$

Minneapolis KMNB-FM Country Evening 4.9 4.9% 2,550,200 124,960 113$ 554$ 288 159,466$ 4$

argo KBVB-FM New Country AM 8.3 8.3% 152,300 12,641 27$ 224$ 288 64,541$ 17$argo KVOX-FM New Country AM 8.3 8.3% 152,300 12,641 27$ 224$ 288 64,541$ 17$

au Claire WAXX-FM Country AM 12.9 12.9% 130,000 16,770 18$ 232$ 288 66,874$ 13$

au Claire WAXX-FM Country PM 12.9 12.9% 130,000 16,770 19$ 245$ 288 70,589$ 14$

au Claire WAXX-FM Summary Country 12.9 12.9% 130,000 16,770 19$ 239$ 576 137,462$ 14$

au Claire WQRB-FM Country AM 10 10.0% 130,000 13,000 18$ 180$ 288 51,840$ $

All Radio Totals/AVG 9.6 374,214 408.50$ 2,712.05$ 2,016.00$ 849,801.60$ 76$


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Magazine Placements

Magazine Name C o s t P

e r A d

A d S i z

e A d

P o s i t i

o n

N o . o f

I n s e r t

i o n s

T o t a l

C a m p a i

g n

C o s t

C i r c u l

a t i o n

( 0 0 0 )

P a s s - A

l o n g

E s t i m

a t e

T o t a l

A u d i e

n c e

( 0 0 0 )

C P M

merican Hunter 38,710.00$ 1 page 4th cover 4 154,840$ 1,084 6 6,503 5.95$

lackpowder Guns and Hunting 5,808.00$ 1 page inside 4 23,232.00$ 50 6 300 19.36$

owhunting World 4,935.00$ 1 page inside 4 19,740$ 77 6 465 10.62$

owhunting World 7,210.00$ 1 page 4th cover 4 28,840$ 77 6 465 15.52$

owhunting World Summary 6,072.50$ 8 48,580$ 77 6 462 13.14$

akota Country 510.00$ 1 page 4th cover 4 2,040$ 42 5 210 2.43$

uns and Ammo 23,440.00$ 1 page inside 4 93,760$ 497 7 3,479 6.74$

unting 28,250.00$ 1 page 4th cover 4 113,000$ 366 6 2,196 12.86$

idwest Outdoors 2,883.00$ 1 page 4th cover 4 11,532$ 33 7 231 12.48$

hooting Times 14,185.00$ 1 page 4th cover 4 56,740$ 183 5 915 15.50$

uccessful Hunter 3,401.00$ 1 page 2nd cover 4 13,604$ 92 7 644 5.28$

Wisconsin Outdoor Journal 2,035.00$ 1 page 4th cover 4 8,140$ 24 6 144 14.13$

Magazine Totals/Avg 11,453.29$ 52 574,048.00$ 1,469 6.08 16,013 10.87$


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8/12


Newspaper Placements

Publication Name D a y o

f W e e k

S e c t i o

n A d

S i z e ( c

o l .

I n . )

C o s t /

C o l .

I n c h

C o s t P

e r A d

N u m b

e r o f

I n s e r t

i o n s

T o t a l C

o s t

C i r c u l

a t i o n

( 0 0 0 )

P a s s - A

l o n g

E s t i m a

t e

T o t a l

A u d i e

n c e

( 0 0 0 )

C P M

Minneapolis Star Tribune Sunday Travel 35 500.00$ 17,500.00$ 16 157,500$ 534.75 2 1,069 16.36$

he Forum Sunday Home and Garden 30 68.00$ 2,040.00$ 16 32,640$ 56.85 2 114 17.94$

he Forum Friday Agrilculture 30 56.14$ 1,684.20$ 16 26,947$ 57.00 2 114 14.77$

he Forum Summary 60 62.07$ 1,862.10$ 32 57,799$ 57.00 2 114 16.33$

he Chippewa Herald Sunday Automotive 50 14.91$ 745.50$ 16 11,928$ 6.132 2 12 60.79$

Milwaukee Journal Sentinel Sunday Travel 30 450.00$ 13,500.00$ 20 270,000$ 361.36 2 723 18.68$

Newspaper Total/Avg 39.17 191.85$ 6,222$ 116 556,814.20$ 1073 2 2146 24.15$


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Internet Placements

Web Sites C o s t /

1 0 0 0

i m p r e

s s i o n s

T o t a l

i m p r e

s s i o n s

/

m o n t h

( 0 0 0 )

T o t a l c

o s t /

m o n t h

N o . o f

m o n t h

s

T o t a l N

o . o f

I m p r e

s s i o n s

( 0 0 0 )

T o t a l C

o s t

N o . o f

u n i q u

e

v i s i t o

r s / m o

n t h

( 0 0 0 )

C P M

americanhunter.org 5.48$ 500 2,740.00$ 4 2000 10,960.00$ 69,780 0.04$

gunsandammo.com/ 5.48$ 700 3,836.00$ 4 2800 15,344.00$ 243,603 0.02$

grandviewoutdoors.com/bowhunting 5.48$ 450 2,466.00$ 4 1800 9,864.00$ 53,975 0.05$outdoornews.com/Minnesota/ 5.48$ 400 2,192.00$ 4 1600 8,768.00$ 47,194 0.05$

outdoornews.com/Wisconsin/ 5.48$ 350 1,918.00$ 4 1400 7,672.00$ 47,194 0.04$

petersenshunting.com/ 5.48$ 600 3,288.00$ 4 2400 13,152.00$ 40,488 0.08$

shootingtimes.com/ 5.48$ 600 3,288.00$ 4 2400 13,152.00$ 80,599 0.04$

Banner Total/Avg 19,728.00$ 14400 78,912.00$ 83,262 0.04$


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11/12


Search Words

Google Keyword-based ads C o s t p

e r

C l i c k ( C

P C )

T o t a l C

l i c k s

p e r M o n t

h

N u m b

e r o f

M o n t h

s

T o t a l C

l i c k s

T o t a l C

o s t

C P M ( C P C )

hitetail hunting 4.05$ 150 4 600 2,430.00$ 4,050$

unting seasons 2.41$ 90 4 360 867.60$ 2,410$

anting seeds 2.58$ 60 4 240 619.20$ 2,580$

ardening season 2.71$ 190 4 760 2,059.60$ 2,710$

heasant 1.69$ 90 4 360 608.40$ 1,690$

heasant hunting 4.02$ 120 4 480 1,929.60$ 4,020$

fle hunting 4.41$ 90 4 360 1,587.60$ 4,410$

unting supplies 4.10$ 60 4 240 984.00$ 4,100$

eer hunting 4.88$ 70 4 280 1,366.40$ 4,880$

Wisconsin hunting 8.41$ 30 4 120 1,009.20$ 8,410$

Minnesota hunting 4.10$ 90 4 360 1,476.00$ 4,100$

orth Dakota hunting 4.26$ 100 4 400 1,704.00$ 4,260$

ear hunting 3.96$ 100 4 400 1,584.00$ 3,960$

aterfowl 4.97$ 50 4 200 994.00$ 4,970$

rkey hunting 5.62$ 40 4 160 899.20$ 5,620$

bbit hunting 3.26$ 30 4 120 391.20$ 3,260$

Google Totals/Avg 4.09$ 1,360 5440 20,510.00$ 4,089$


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Media Plan Schedule

W e e

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k 1

W e e

k 2

W e e

k 3

W e e

k 4

W e e

k 1

W e e

k 2

W e e

k 3

W e e

k 4

W e e

k 1

W e e

k 2

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TelevisionNorthwest Hunter x x x x x x x x x x x x x x x xOutdoor Quest x x x x x x x x x x x x x x x xRadioMinneapolis KEEY-FM x x x x x x x x x x x x x x x xMinneapolis KMNB-FM x x x x x x x x x x x x x x x xFargo KBVB-FM x x x x x x x x x x x x x x x xFargo KVOX-FM x x x x x x x x x x x x x x x xEau Claire WAXX-FM x x x x x x x x x x x x x x x xEau Claire WQRB-FM x x x x x x x x x x x x x x x xMagazines

American Hunter x x x x x x x x x x x x x x x xBlackpowder Guns and Hunting x x x x x x x x x x x x x x x xBowhunting World x x x x x x x x x x x x x x x xDakota Country x x x x x x x x x x x x x x x xGuns and Ammo x x x x x x x x x x x x x x x xHunting x x x x x x x x x x x x x x x xMidwest Outdoors x x x x x x x x x x x x x x x xShooting Times x x x x x x x x x x x x x x x xSuccessful Hunter x x x x x x x x x x x x x x x xWisconsin Outdoor Journal x x x x x x x x x x x x x x x x

NewspapersMinneapolis Star Tribune x x x x x x x x x x x x x x x xThe Forum x x x x x x x x x x x x x x x xThe Chippewa Herald x x x x x x x x x x x x x x x xMilwaukee Journal Sentinel x x x x x x x x x x x x x x x xInternetamericanhunter.org x x x x x x x x x x x x x x x xgunsandammo.com/ x x x x x x x x x x x x x x x xgrandviewoutdoors.com/bowhunting x x x x x x x x x x x x x x x xoutdoornews.com/Minnesota/ x x x x x x x x x x x x x x x xoutdoornews.com/Wisconsin/ x x x x x x x x x x x x x x x xpetersenshunting.com/ x x x x x x x x x x x x x x x xshootingtimes.com/ x x x x x x x x x x x x x x x x

September October November December

Sheels Media Plan Spreadsheets

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