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PLEASE
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IMAGE
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UPFRONTS ~70 - 85% ad inventory
sold
(Spring/Summer)
SCATTER MARKET
Some leftover inventory is sold to advertisers who want more
flexibility/targeting in their buy.
National Advertisers and Agencies will typically pay a higher premium for
scatter/spot buys, and ratings may not be guaranteed.
Some networks deliberately withhold Upfront inventory if they are
confident that scatter will be strong
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Plan Buy Post
Media Mix
Allocation
Planning Mix
Recommendation Optimization Negotiation Execution
Post Analysis
Accountability
National Ratings • National People Meter
• MRC accredited
• NPM primary TV planning solution
provide ratings, reach & UE’s
Local Ratings 1. Local People
Meter
2. Set Meter + Diary
3. Diary Only
A LOT OF DIFFERENT DATA GOES INTO THE TELEVISION
PLANNING & BUYING PROCESS
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Different rates apply for each segment than as a whole
Money is not left on the table because each segment has been priced appropriately
30 7 14 21 28 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20
TELEVISION
Brand X 100% :30s
Reach
TRPs
Households GRPs
Brand Y 100% :30s
Brand Y 50/50 :15s/:30s
Reach
TRPs
Households GRPs
INTERNET/ONLINE
Brand X Leader Board
Brand X Half Page Banner
Reach
TRPs
TV PROGRAM PARTNERSHIP
TV Channel Partnership
TV Program A Digital
Ad Serving Fees
Mar Nov Dec Jan Feb Jul Aug Sep Oct Apr
60 60 60 60 60 60 60
310 224 310 224 310
60 60 60
387 269 387 269 387 269 387 269
224 310 224 310 224
287
60 52
269
60 60 52
180 310 231
283
52
231 180
52 60
208 387 283 283
310 231 231
208 387 283
32 37 32
49 51 60 63 49
33 32
NATIONAL
25.2 GRPs
1990/91 2001/02 2011/12
Avg. Rating # Units for 100 A18-49 GRPs Avg. Rating
# Units for 100 A18-49 GRPs Avg. Rating
# Units for 100 A18-49 GRPs
ABC 7.8 13 3.7 27 2.1 48
CBS 7.7 13 4.6 22 2.5 40
NBC 7.1 14 5.1 20 2.1 48
Fox 5.8 18 3.2 32 2.5 40
Total 58 101 176
Avg Rate $93,700 $108,100 $116,600
CPP $13,586 $27,295 $51,304
Total $ $5, 434,600 $10,918,100 $20,521,600
= P25-54
= 60%
= TARGET
FREQUENCY
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In this example, the
spent nearly $60M
on its TV campaign
They spent ~$24M
to achieve the last
4% of reach, which
could have been
obtained cheaper
online
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STUDY SUMMARY
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SCHEDULE BUDGET
COST METRICS
(CPM/CPP) ALLOCATION
MEDIA
TARGETS
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Plan Buy Post
ONLINE
Publisher Ad Servers
Audience Size/ Profile
3rd Party Ad Servers
Audience Affinities/Behavior
Ad Effectiveness Studies
Metrics: Ad Impressions , Visits, Unique Visitor (Panel), Unique User (Cookie-Server), Duration, Page Impressions, CTR
Behavioral Targeting
Ad Networks / Ad Exchanges ROI Studies
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