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Same Budget-Better Results Maximizing Current Radio Program With Online

Explore ways to maximize Fry's current radio buy, increase reach and frequency among W25-54, enhance exposure and impact of messages, and create consistent exposure to Phoenix's online market, all within the same budget.

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Same Budget-Better Results Maximizing Current Radio Program With Online

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  1. Same Budget-Better Results Maximizing Current Radio Program With Online

  2. Objective Of This Proposal…….. • Explore some ways to maximize Fry’s current Radio buy • Increase Fry’soverall Reach and Frequency among W25-54 • Increase Fry’sExposure and Impact of their messages • Create more consistent exposure to Phoenix’s online market (71% of the Phoenix market is now online according to 8/03 Nielsen NetRatings Survey) All Of This With……. Same Budget-Better Results

  3. Reach percentage of stations used by Fry’s in the target demo of Women 25-54 Source: The Media Audit Phoenix, AZ Aug-Sept 2004

  4. Compared to Fry’s selected radio stations, Azcentral.comis the leader in reaching Women 25-54 Source: The Media Audit Phoenix, AZ Aug-Sept 2004

  5. Fry’s maximum net cume reach among Women 25-54using 6 Radio Stations 367,786 Reach % - 51.2% Reach Among W25-54 Maximum Net Cume Unduplicated Reach Using – Stations: KESZ, KKLT, KMLE, KMXP, KNIX, KOOL Source: The Media Audit Phoenix, AZ Aug-Sept 2004

  6. By dropping KKLT from the radio buy, Fry’s loses only 29,400 Women 25-54 Net Cume Unduplicated Reach Reach % - 51.2% Reach % -47.1% Source: The Media Audit Phoenix, AZ Aug-Sept 2004

  7. A weekly campaign on azcentral.com will replace KKLT’s reach and gives Fry’s a new means of reaching the target demo. Source: The Media Audit Phoenix, AZ Aug-Sept 2004

  8. Net Cume Unduplicated Reach ComparisonWomen 25-54 Reach % -62.3% Azcentral.com + KESZ, KMLE, KMXP, KNIX, KOOL Reach % - 51.2% KESZ, KMLE, KMXP, KNIX, KOOL, KKLT Source: The Media Audit Phoenix, AZ Aug-Sept 2004

  9. Estimated Annual Spend For K-Lite Radio Buy $45,000 to $55,000 (Four Flights Each Year) Translates Into A 12-month Azcentral Online Program • Increase Fry’s overall Reach and Frequency among W25-54 • Increase Fry’s Exposure and Impact of their messages • Create more consistent exposure to Phoenix’s online market

  10. Sample Radio Schedule:Stations Utilized by Fry’s in targeting W25-54 Reach: 30.4% of Women 25-54 Frequency: 7 times 212.6 TRP’s Source: The Media Audit Phoenix, AZ Aug-Sept 2004

  11. Sample Radio Schedule:Stations Utilized by Fry’s in Targeting W25-54 Reach:30.4% of Women 25-54Frequency: 7 times TRP’s: 212.6 Reach:26.3% of Female Fry’s CustomersFrequency: 6.9 times TRP’s: 180.4 Source: The Media Audit Phoenix, AZ Aug-Sept 2004

  12. Sample Radio Schedule:Stations Utilized by Fry’s in Targeting W25-54 Reach:30.4% of Women 25-54Frequency: 7 times TRP’s: 212.6 Reach:26.3% of Female Fry’s CustomersFrequency: 6.9 times TRP’s: 180.4 Source: The Media Audit Phoenix, AZ Aug-Sept 2004

  13. Net Cume Unduplicated Reach Comparison Women 25-54 azcentral.com increases potential reach by over 27%. Reach % -65.2% azcentral.com + KESZ, KMLE, KMXP, KNIX, KOOL, KKLT Reach % - 51.2% KESZ, KMLE, KMXP, KNIX, KOOL, KKLT Source: The Media Audit Phoenix, AZ Aug-Sept 2004

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