1 / 28

Media Buying Research

Media Buying Research. Conducted By: Nathan Rigby Brigham Curran Brandon Gibb. Background. Began transmitting as an independent station in 1989 Purchased by Larry H. Miller in 1993 and changed the call letters to KJZZ

zenia
Download Presentation

Media Buying Research

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Media Buying Research Conducted By: Nathan Rigby Brigham Curran Brandon Gibb

  2. Background • Began transmitting as an independent station in 1989 • Purchased by Larry H. Miller in 1993 and changed the call letters to KJZZ • Flagship station for the Utah Jazz and broadcast partner with University of Utah athletic events

  3. Outline • Objectives and Key Questions • Research Methods • Limitations • Findings • Conclusions and Recommendations

  4. Objectives and Key Questions • What are the basic demographics of TV and media buyers? • What are the determining factors of buying TV advertising? • What are the most important qualities in an account executive? • Who are the dominant local TV stations in the following areas: Programming, Price, Ratings, and Account Executives?

  5. Research Methods • Phone survey to local media buyers • Included ranking numeric questions and open ended one-on-one interviews • Survey of KJZZ sales representatives for comparison of attitudes • Statistical significance testing and analysis

  6. Limitations • Media buyers availability and willingness • Sample size • Media mentality • Not anonymous survey

  7. Findings

  8. Objective 1:Demographics • Average age of buyers: 38.5 years • Average time buying media: 11.6 years

  9. Demographics

  10. Objective 2:Determining Factors What are the major strengths and weaknesses of TV advertising? Comments from interviews: • Pro TV advertising • TV reaches a huge audience • Emotional appeal • Demographic specific • Efficient—make the phone ring • Builds brand image • Weaknesses of TV • Cost • Radio is more efficient • Difficult to track • Too many stations • Channel hopping

  11. Objective 2:Determining Factors

  12. Objective 2:Determining Factors

  13. Influencing Factors • Which factors are most important? • Price • Ratings • Programming • Value Added • Which factors are not important? • Incentives • What about the other factors? • Not statistically significant

  14. Influencing Factors

  15. Incentives • What the survey said: significantly lower on the importance scale. • What KJZZ said: 4.00 • Realities • One buyer admitted to being influenced by incentives

  16. Objective 3:Account Executives

  17. Account Executives

  18. Account Executives • What do buyers feel is important in an AE? • Attention to detail • What do buyers feel is unimportant? • Gender • KJZZ Sales Reps agree

  19. Account Executives

  20. Account Executives • Personality is the only attribute that had a mean ranking that was significantly lower • Personality is the least important (besides age and gender) • According to KJZZ • Sales people thought knowledge was less important • They thought personality was more important

  21. Account Executives • How often should you be in personal contact? • Every two weeks

  22. How often should you contact via telephone? Twice a month According to KJZZ: Visit twice a month, call weekly Account Executives

  23. Account Executive Rankings • Weak correlation between AE ranking and percent of budget spent on a station • Indicates that AE is a determining factor in sales but not strongly related

  24. Objective 4:Dominant Stations • KSL dominates in programming and ratings

  25. Dominant Stations • KJZZ is perceived to be the leader in price

  26. Conclusions and Recommendations • Price is important, but price leadership alone does not result in sales leadership • Evaluate price and find ways to make CCP (cost per point) more competetive • Incentives are not as influential as we think • Reconsider incentive strategy • Use as a sales tool, not a perk • Account Executives need training • Emphasize attention to detail • AE would benefit by increased knowledge • Personal visits monthly, phone calls every 2 weeks

  27. Conclusions and Recommendations • KSL is the industry leader in programming and ratings • Try to improve ratings and programming—look into a news programming • Educate sales staff • Help them understand buyer’s perceptions • Continue research

  28. Thank You!

More Related