TMK.edu Traditional Media Buying

Traditional Media Buying

Agenda

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• Traditional Media Overview• Television• Radio• Print• Outdoor• Network Upfronts

Traditional Media Overview

Average Time Spent

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Time Spent Trends• In 2013 the average time spent

with digital media surpassed TV for the first time

• Mobile is the only media gaining year over year

• TV, Print, and Radio have all seen steady decline in time spent over the past five years

Planning Pillars

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Cultural Perspective

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OUR WORLD USA

Television

Television Overview

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Strengths Limitations

Immediate Impact Competitive Clutter

Quickly Builds Awareness Fragmented Viewership

Sight, Sound, & Motion High Out-Of-Pocket

Geographically Flexibility Time-Shifted Viewing

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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Addressable TV

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Ads are served on a household basis based on income, ethnicity, children in the household, and car leases set to expire

Available in up 42 million households

Addressable TV Availability

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Provider Availability

Cablevision 3 Million

DirecTV 12 Million

Dish Network 8 Million

Comcast None

Time Warner Cable/Spectrum None

AT&T U-Verse None

Radio Overview

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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

Ways To Buy

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Dayparts and Formats

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Magazine Overview

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Audience by Demo, Lifestyle, Interest Slow Reach Build

Long Shelf Life Longer Lead Times

High Quality Reproduction Limited Geographic Flexibility

Detailed Copy Expensive to Build Frequency

Magazine Types

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Unit Types

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P4CB

Spread

Newspaper Overview

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Rapid Cume One Day Readership

Geographic Selectivity Cluttered Environment

Variety of Unit Sizes Lack of Editorial Control

Short Lead Times Low Pass-Along Rate

Newspaper Types

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Newspapers Units

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Outdoor

Outdoor Overview

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Broad Reach Copy Limitations

Frequency Builder Passive Media

Location Specific High Production Costs

Reminder/Support Medium Long Lead Time

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

Upfront v Scatter Overview

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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

2015 Results

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Program Our Prediction Result

Life In Pieces 👎 Saved but moved to Friday

Limitless 👍 Cancelled

Supergirl 👎 Saved by the CW

Blood and Oil 👍 Cancelled

2016 Results

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Program Our Prediction Result

The Good Place 👎 Season Two

American Housewife 👎 Canceled

Son of Zorn 👍 Cancelled

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Be Brave Be Inventive Defy Expectations

Thank you!

TMK.edu Traditional Media Buying

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