the power of two presented for: the ad group presented by: aimee ruhl cheryl riley terry wilson lee...
TRANSCRIPT
The Power of Two
Presented for:
The Ad Group
Presented by:Aimee RuhlCheryl RileyTerry Wilson
Lee TankJuly 24, 2003
QCTimes.com
Description of Quad-City Market Study
AREA COVERED: Quad-City Market Area, including Rock Island County, Illinois and Scott County, Iowa.
RESPONDENTS: Men and women, age 18 or older.
METHOD: Computer assisted telephone interviews (CATI) using a 20-minute questionnaire, plus a 12-page mail booklet.
INTERVIEWING PERIOD: September 20 through October 30, 2002.
Mail questionnaires through December 31, 2002.
SAMPLE SIZE: 680 telephone interviews.
391 completed self-administered questionnaires.
SAMPLE DESIGN: Probability sample, using a systematic selection of telephone households and respondents within households. Both listed and unlisted telephone households included. Up to eleven attempts made to interview the selected respondent in each eligible household.
POPULATION PROJECTION: 232,000 adults, based on 2002 Experian estimates.
SAMPLING TOLERANCES: Results based on 680 telephone interviews are accurate within a range of plus or minus 4 percentage points. Results based on 391 mail questionnaires are accurate within a range of plus or minus 5 percentage points.
ABC CERTIFICATION: The study was conducted using the methodology approved by the Audit Bureau of Circulations for their Reader Profile Service.
Presentation Objectives
Provide newspaper readership facts based on Quad-City Times research information
Provide Sample TV media plan for the Quad-City market
Demonstrate how newspaper advertising complements television advertising
Demonstrate how newspaper advertising improves media delivery
Demographic Profile
Total Adult Population 230,142 Total Number of Households 123,100
Population by Gender Average Household Effective Buying IncomeMale Adults 110,037 Scott County $43,015Female Adults 120,105 Rock Island County $41,776
Age Income18-24 13% 10% Under $20,00013% 10%25-29 10 9 $20,000-$ 24,999 8 630-34 7 7 $25,000-$29,999 9 835-39 10 9 $30,000-$34,999 11 840-44 11 11 $35,000-$49,999 17 2045-49 9 10 $50,000-$74,999 28 3050-54 11 13 $75,000-$99,999 8 1155-64 13 14 $100,000 and up 7 765+ 18 17
Two-Income Household(Those Who are Married) County of ResidenceTwo Incomes 66% 67% Scott 51% 69%Single Income 34 33 Rock Island 49 31
Quad CityMarket
Q-C TimesReaders
Quad CityMarket
Q-C TimesReaders
Readership
Quad-City Times Readership in Scott & Rock Island counties – 10/2002
– Daily in the past week – 123,500 adults aged 18+
– Saturday last week – 92,400 adults aged 18+
– Sunday last week – 113,700 adults aged 18+
Source: Belden Associates, 10/02
5 7
78
53
1727
12 14
7477
1126
50
32
79Total Market
Scott County
Rock Island County
Newspaper Readership
57
84
1526
6 754
8083
3426
49
6
86Total Market
Scott County
Rock Island County
Source: Belden Associates, 10/02Base: Adults in Scott & Rock Island Counties
AnyNewspaper
Quad-CityTimes
MolineDispatch
RockIslandArgus
Other Daily
Newspaper
Weekday - Past 7 Days
AnyNewspaper
Quad-CityTimes
MolineDispatch
RockIslandArgus
Other Sunday
Newspaper
Sunday – Past Month
6
8
10
11
15
53
63
39
29
29
Any
Respond to a store's sale orpromotion
Check store for advertisedspecials
Purchase item thinking aboutfor awhile
Shop store advertisingappealing styles
Shop store not visited in awhile
Learn more about store ormerchandise
Purchase item not thoughtabout buying
Shop store for first time
Purchase at store otherwisewouldn't have
Base: Adults in Scott & Rock Island Counties
In a Typical Month, Half of Quad-City Adults Go Shopping or Make a Purchase as a Result of Seeing Advertising in the Quad-City Times.
Source: Belden Associates, 10/02
Actions Taken as a Result of Seeing Quad-City Times Advertising: Past 30 Days
Advertising Effectiveness
145,400
# of Adults
124,000
90,700
79,600
79,300
41,800
34,500
33,100
24,400
22,100
The Quad-City Times Delivers 61% of the Adults in Scott and Rock Island Counties and 679,000 Impressions in a Week.
Weekly Reach & Impressions
679,000
95,000
566,000
473,000
379,000
284,000
189,000
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
1 Weekday
2 Weekdays
3 Weekdays
4 Weekdays
5 Weekdays
5 Weekdays+ Saturday
5 Weekdays+ Saturday+ Sunday
Base: Adults in Scott & Rock Island Counties Source: Belden Associates, 10/02
Quad-City adults read approximately5 issues of the Quad-City Times
during a typical week.
Quad-City adults read approximately5 issues of the Quad-City Times
during a typical week.
The Power of Two
We’re not suggesting you stop advertising on television
We’re not asking you to increase your advertising budget
We’re going to show you how the Quad-City Times can enhance your reach and results
Reach & Frequency
Reach How many different people see an advertisement
Frequency How often these people see the ad
GRPs = Reach (in %) x Frequency
Grand Total: 23 231 100%
Total Budget - $10,000Total GRPs - 231
Total Reach - 61.3%Avg. Frequency - 3.8
Cost per Thousand Reached - $70.32
TV DAYPARTS # SPOTS # GRPs GRPs By Daypart %
Early morning/Daytime 8 49 22%
Daytime/Early Fringe 9 51 22%
Fringe/E News/E Prime 3 53 23%
Late News 3 78 34%
Sample 8 Week TV Schedule – KWQC Ch. 6
Source: Belden Associates, 10/02
Proposed Budget for Quad-City Times
Reduce TV budget by 30% From $10,000 to $7,000
Replace with Quad-City Times advertising Proposed budget
$3,000Publish
• Four – 10 inch ads – Sunday non-Main insertions• Four – 10 inch ads – Saturday non-Main insertions• Eight – 10 inch ads – Wed. & Thurs. pick ups
Proposed Budget for Quad-City Times
What is the Effect?
TV Element 17 164 57.1 2.9 $52.88 $ 7,000
Newspaper 16 682 68.0 10.0 $19.03 $ 3,002
Grand Total: 33 845 84.5 10.0 $51.04 $ 10,002
The Power of TwoTV Only vs. TV + Newspaper
More GRPs Greater Reach Higher FrequencyLower Cost per ThousandNo Increase In Budget!
Element # Messages GRPs % Reach Freq. Cost per Budget
Thousand $
TV Only 23 231 61.3 4.1 $ 70.32 $10,000
The “Power of Two” Delivers:
Source: Belden Associates, 10/02
Quintiles
1.6
3.9
6.6
10.7
20.6
0 2 4 6 8 10 12 14 16 18 20 22
Lightest TV
Light TV
Average TV
Heavy TV
Heaviest TV
Source: New York DMA data; Media Mix software
GRP’s
379
197
121
71
30
800
Quintile AnalysisDemographic Comparisons
Television Viewer Time Newspaper Reader
Quintile 1 Quintile 5 Quintile 1 Quintile 5Highest Lowest Highest Lowest
Income Levels
$100,000 + HHI 66 96 202 46
$75,000 - $99,999 HHI 82 95 139 63
$60,000 + HHI 79 94 153 61
$50,000 + HHI 83 92 147 65
$40,000 + HHI 87 91 134 69
$30,000 + HHI 88 93 125 75
$20,000 - $29,999 HHI 119 97 75 116
Source - Simmons 1998
Interpretation• A media audience is a mixture of heavy users to light users.• Generally, as television viewing increases, income decreases.• Conversely, as newspaper reading increases, income increases. • Therefore, adding a newspaper audience to a reduced television buy will deliver
more people financially able to consider the purchase of goods and services.
Summary
Even the best executed spot TV schedule provides incomplete reach
Reduction in spot TV to fund newspapers has little impact on TV reach or frequency
Newspapers complement TV by reaching light viewers of TV
Newspapers, when combined withTV, will repeatedly reach your most important prospects
…and that same radio buy is less than the reach you get with ONE Sunday ad in the Quad-City Times!
Reach 113,700 101,900
Percent Reach 49% 44%
Quad-City Times1 Sunday Ad
Quad-City Times vs. All Radio Stations – Reach Comparisons
Reach 94,600 101,900
Percent Reach 41% 44%
ALL Individual Radio Stations in Quad City Market
16 Spots/Station256 TOTAL SPOTS in 6-10 am
Quad-City Times1 Daily Ad
You would need to buy 16 spots on each of the 16 radio stations during the 6 – 10 am time frame to equal the reach you get with ONE ad in the daily Quad-City Times …
ALL Individual Radio Stations on Previous Graph
16 Spots/Station256 TOTAL SPOTS in 6-10 am
Base: Adults in Scott & Rock Island Counties Source: Belden Associates, 10/02
ThankYou!