Download - Traditional Media Buying
Be inventiveTraditional Media Buying
July 5, 2016
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Agenda
• Traditional Media Overview• Television• Radio• Print• Outdoor• Network Upfronts
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Traditional Media Overview
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Average Time Spent
Time Spent Trends•In 2013 the average time spent with digital media surpassed TV for the first time•We are still spending more time with TV than we did in 2010•Print and Radio have both seen steady decline in time spent over the past five years
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Planning Pillars
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Cultural Perspective
OUR WORLD USA
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Television
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Television Overview
Strengths Limitations
Immediate Impact Competitive Clutter
Quickly Builds Awareness Fragmented Viewership
Sight, Sound, & Motion High Out-Of-Pocket
Geographically Flexibility Time-Shifted Viewing
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Ways to Buy Television
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Local and Direct Response
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Buy Model
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Dayparts
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Radio
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Radio Overview
Strengths Limitations
Local Presence Background Medium/Non-Intrusive
DJ Mentions/Added Value Lack of Visual and Brand Logo
Low Cost of Entry Limited Reach
Immediacy and Frequency Expensive to Cover Markets
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Ways to Buy
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Dayparts and Formats
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Magazine Overview
Strengths Limitations
Audience by Demo, Lifestyle, Interest Slow Reach Build
Long Self Life Longer Lead Times
High Quality Reproduction Limited Geographic Flexibility
Detailed Copy Expensive to Build Frequency
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Magazine Types
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Units Types
P4CB
Spread
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Newspaper Overview
Strengths Limitations
Rapid Cume One Day Readership
Geographic Selectivity Cluttered Environment
Variety of Unit Sizes Lack of Editorial Control
Short Lead Times Low Pass-Along Rate
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Newspaper Types
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Newspaper Units
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Outdoor
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Outdoor Overview
Strengths Limitations
Broad Reach Copy Limitations
Frequency Builder Passive Media
Location Specific High Production Costs
Reminder/Support Medium Long Lead Time
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Billboard
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Sidewalk
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In Store
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Transportation
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Cinema
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Network Upfronts
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Upfront v Scatter Overview
Upfront Scatter
Long Lead Time Shorter Lead-Time
Broad Selection of Programming Offers More Flexibility
Audience Guarantees/Protection Higher Rates (In General)
Favorable Rates Lower Barrier to Entry
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Last Years Results
Program Our Prediction Result
Saved but moved to Friday
Cancelled
Saved by the CW
Cancelled
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The Good Place
• NBC• Thursdays @ 8:30• A New Jersey woman who comes to
realize that she hasn’t been a very good person. She decided to turn over a new lead by learning what it actually means to be good or bad.
• https://youtu.be/UMf24rEsMOs
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American Housewife
• ABC• Tuesdays @ 8:30• A family comedy narrated by Katie, a
strong-willed mother raising her flawed family in a wealthy town filled with perfect wives and their perfect offspring
• https://youtu.be/A9JRoZsnINw
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Son of Zorn
• Fox• Sunday @ 8:30• Centers on an animated barbarian father
who comes home for the first time in 10 years to his live-action son and ex-wife.
• https://youtu.be/kPnlQTi8heM
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THANK YOU