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Traditional Media Buying

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Presented by Bruce Harwood: July 2016

Have you heard about traditional media but aren't quite sure what it is?

This session on how to plan and buy traditional media will give you some context on why advertisers use it and how you should think about it.

As each medium is different in its own way and we will explore the nuances of each and how they are adapting in today's digital landscape.

Published in: Marketing
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Traditional Media Buying

  1. 1. Be inventive Traditional Media Buying July 5, 2016
  2. 2. 2 Agenda • Traditional Media Overview • Television • Radio • Print • Outdoor • Network Upfronts
  3. 3. 3 Traditional Media Overview
  4. 4. 4 Average Time Spent Time Spent Trends •In 2013 the average time spent with digital media surpassed TV for the first time •We are still spending more time with TV than we did in 2010 •Print and Radio have both seen steady decline in time spent over the past five years
  5. 5. 5 Planning Pillars
  6. 6. 6 Cultural Perspective OUR WORLD USA
  7. 7. 7 Television
  8. 8. 8 Television Overview Strengths Limitations Immediate Impact Competitive Clutter Quickly Builds Awareness Fragmented Viewership Sight, Sound, & Motion High Out-Of-Pocket Geographically Flexibility Time-Shifted Viewing
  9. 9. 9 Ways to Buy Television BRO ADCAST SYNDICATIO N CABLE VO D FEPS TV DIGITAL
  10. 10. 10 Local and Direct Response
  11. 11. 11 Buy Model
  12. 12. 12 Dayparts
  13. 13. 13 Radio
  14. 14. 14 Radio Overview Strengths Limitations 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
  15. 15. 15 Ways to Buy NETWO RK LO CAL ONLINE OVER AIR DIGITAL SATELLITE
  16. 16. 16 Dayparts and Formats
  17. 17. 17 Print
  18. 18. 18 Magazine Overview Strengths Limitations Audience by Demo, Lifestyle, Interest Slow Reach Build Long Self Life Longer Lead Times High Quality Reproduction Limited Geographic Flexibility Detailed Copy Expensive to Build Frequency
  19. 19. 19 Magazine Types CO NSUMER B- TO - B SUNDAYLO CAL IPAD TYPES DIGITAL
  20. 20. 20 Units Types Fractional: 1/3 Page Custom: Intrusion Cover Flap Gatefold 1 0 | T V G U I D E .C O M IN T H E N E W S CLOCKWISEFROMTOPLEFT:MONTYBRINTON/CBS;CHRISHELCERMANAS-BENGE/ABC;TODDWILLIAMSON/WIREIMAGE;ERICMCCANDLESS/ABC Is D e m p s e y L e a v in g G re y ’s ? IT ’S D E C IS IO N T IM E f o r P a t r ic k D e m p s e y . H is G r e y ’s A n a t o m y c o n t ra c t is u p a t t h e e n d o f t h is s e a s o n , a n d t h e a c t o r h a s s a id h e w a s re a d y t o c h e c k o u t o f S e a t t l e G r a c e / M e rc y W e s t . B u t n o w h e t e lls u s h e m a y s ig n o n f o r o n e m o r e r o t a t io n . — F ra n c k R a g a in e A re y o u g o in g t o c o m e b a c k ? It ’s w o r t h h a v in g a c o n v e rs a t io n . I h a v e a f a m ily t o s u p p o r t , a n d w h y n o t h a v e a d is c u s s io n a b o u t c o n t in u i n g ? T h e q u e s t io n is w ill I d o a f u l l s e a s o n , a h a lf s e a s o n o r c o m e b a c k a t a ll? T h e re a r e a lo t o f t h in g s I’d lik e t o d o : [ c a r ] ra c in g , f ilm s … s o if I ’m a b le t o b a la n c e a ll t h o s e t h in g s a n d c o n t in u e o n w it h t h e s h o w , w h y n o t ? T h e r e a r e s o m a n y o t h e r t h in g s t h a n ju s t t h e m o n e y . B u t it ’s a n ic e p o s it io n t o b e in . D o y o u t h in k D e re k ’s p a t h o v e r t h e p a s t e ig h t y e a rs a n d t h e s t o rie s a ro u n d h im m a k e s e n s e ? O h , n o , n o t a t a ll. It ’s v e r y d if f ic u lt t o k e e p it f r e s h w h e n y o u ’r e d o in g 2 4 e p i s o d e s a y e a r. [ C re a t o r] S h o n d a R h im e s h a s a lo t o f id e a s , a n d s h e is in a p o s it io n w h e re s h e c a n t a k e m o r e c h a n c e s . S o m e t im e s t h a t w o r k s , s o m e t im e s it d o e s n o t . L a s t y e a r w e h a d t h e s in g in g e p i- s o d e , w h ic h I t h in k w a s a b ig m is t a k e . B u t y o u h a v e t o t r y . A re y o u h a p p y w it h t h e a d o p t io n s t o ry ? I’m v e r y h a p p y w it h t h e b a b y s t o r y . I’m g la d it ’s n o t a b o u t M e re d it h a n d D e re k t o g e t h e r, b u t it ’s a b o u t t h e m r a is in g a c h ild . M e r e d it h a lw a y s h a s t ra g e d y a r o u n d h e r t h a t c r e a t e s a lo t o f d ra m a . It ’s a m a z in g t h a t D e r e k c o n t in u e s t o s t a n d b y h e r . B u t it ’s g o o d t h a t t h e y m a d e t h e c o m - m it m e n t t o s t a y t o g e t h e r. “ I t ’s n i c e t o h a v e a jo b ,” D e m p s e y s a y s A 19 5 4 T V G U ID E e d it o r ia l s u g g e s t e d t h a t t h e p e o p le r e s p o n s ib l e f o r lo u d c o m m e r - c ia ls “ s h o u ld b e s e n t e n c e d t o f iv e y e a rs a t h a r d la b o r in a b o il e r f a c t o r y .” T h e C o m - m e r c ia l A d v e r t is e m e n t L o u d n e s s M it ig a - t io n A c t s ig n e d in t o la w b y P re s i d e n t O b a m a w o n ’t d o l e o u t t h a t k in d o f p u n - is h m e n t — b u t i t is t h e f irs t re g u la t io n t o a d d r e s s o n e o f t h e lo n g e s t - ru n n in g is s u e s v ie w e rs h a v e .“ W e h a v e r e c e iv e d t h o u - s a n d s o f c o m p la in t s ,” s a y s F C C c h a ir m a n J u liu s G e n a c h o w s k i. “ It ’s a re a l c o n c e r n a m o n g c o n s u m e rs .” T V s t a t io n s , s a t e llit e c o m p a n ie s a n d c a b le o p e ra t o r s w ill h a v e a y e a r t o c o m p ly w it h t h e n e w re g u la t io n t h a t re q u ire s c o m m e r c ia ls a n d p r o m o s t o b e a t t h e s a m e v o lu m e le v e l a s p r o g ra m c o n t e n t ; if t h e y d o n ’t , t h e y c a n b e s u b je c t t o f in e s . W h ile t h e F C C w ill d o so m e s p o t c h e c k s , t h e y w ill d e p e n d o n v ie w e r s t o m a k e t h e m s e lv e s h e a rd a b o v e t h e n o is e a n d r e p o r t p o s s ib le v io la t io n s . — S B F C C T u rn s D o w n T V A d s ’ V o lu m e T h e T V la n d s c a p e s a w a l o t o f b ig c h a n g e ( a n d b ig d o lla rs ) in 2 0 11. H e r e a r e t h e s t a t s o n s o m e m a jo r s t o r ie s . — S B T h e Ye a r in N u m b e rs S e t t le m e n t re c e iv e d b y C h a rlie S h e e n f ro m C B S a n d W a rn e r B ro s . T e le v is io n a f t e r t h e a c t o r s u e d o v e r h is f irin g f ro m T w o a n d a H a lf M e n . E s t i m a t e d h o u r s s p e n t o n T V b y R e g is P h il b in , w h o e x it e d L i v e ! W i t h R e g i s a n d K e ll y i n N o v e m b e r. H o u r s o f c o v e r a g e E ! d e v o t e d t o K i m K a r d a s h ia n a n d K r i s H u m p h r i e s d u r i n g t h e w e e k o f t h e i r $ 1 0 m i l l i o n w e d d i n g o n A u g u s t 2 0 . T h e c o u p l e s p lit a f t e r 7 2 d a y s . A v e ra g e n u m b e r o f p e o p le w h o w a t c h a s h o w o n t h e ir D V R d u r in g p r im e t im e — la rg e r t h a n t h e a u d ie n c e f o r s a m e - d a y v ie w in g o f e v e r y n e t w o rk e x c e p t C B S . S i t c o m s ( i n c lu d in g 2 B r o k e G ir ls , a b o v e ) c u r re n t l y a m o n g N ie ls e n ’s T o p 2 0 p rim e - t i m e s h o w s , w h i c h is o n t ra c k t o b e t h e m o s t s in c e t h e 2 0 0 2 – 2 0 0 3 s e a s o n .A v e ra g e n u m b e r o f T V s e t s in a n A m e r ic a n h o m e , a n a ll- t im e h ig h . B u t t h e p e r c e n t a g e o f U .S . h o u s e h o ld s t h a t o w n a s e t — a b o u t 9 7 p e r c e n t — is t h e lo w e s t s i n c e 19 7 5 ( o n e re a s o n m a y b e y o u n g e r v ie w e r s w h o w a t c h t h e ir f a v o r it e s h o w s o n lin e ) . $100 m illionT h e a m o u n t A m a z o n p a id C B S f o r t h e o n lin e s t r e a m in g r ig h t s t o 2 ,0 0 0 e p is o d e s o f p a s t p r o g ra m s , in c lu d in g S t a r T r e k , F r a s ie r a n d C h e e r s . M i n u t e s t h e c a n d i d a t e s f o r t h e R e p u b li - c a n p r e s id e n t ia l n o m i n a t io n h a v e s p e n t d e b a t i n g o n n a t io n a l t e le v i s i o n a s o f D e c e m b e r 1 5 . 1,4 26 11.5 m illio n $ 2516,700 3 2 M IL L IO N3.01 5 TVG01_p10_InTheNews.indd 10 12/21/11 6:45 PM T H E E M M Y ® W I N N I N G S E R I E S R E T U R N S S E A S O N S U N J A N 8 9 / 8 C p b s .o rg / d o w n t o n Fu nd in g for M ASTERPIECE is p rovid ed b y W A R C H A N G E S E V E R Y T H I N G . “ T h e ir t a le n t s p e a k s f o r it s e l f,” H o ro w it z a n d K it s is ( in s e t ) s a y o f t h e c a s t W AT C H M Y S H O W ! ADVERTISEMENT O n c e U p o n a T im e H a v i n g s e rv e d a s e x e c - u t iv e p ro d u c e rs o n L o s t , A d a m H o ro w it z a n d E d w a r d K it s is a re e x p e r t s in a lt e rn a t e w o r ld s , s h o c k in g t w is t s a n d t h e b a t t le b e t w e e n g o o d a n d e v il. 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B e c a u s e w h a t w e ’re a t t e m p t in g t o d o is n o t re t e ll f a ir y t a le s b u t t e ll y o u t h e p a r t s o f t h e m yo u n e v e r k n e w — t o re in v e n t t h e m t h ro u g h o u r o w n s e n s ib ilit ie s a n d t h e n m a s h t h e m a ll u p in w a y s w e ’v e n e v e r s e e n b e f o re a n d w e h o p e t h e a u d ie n c e h a sn ’t im a g in e d . W h a t h a p p e n s i f w e d o n ’t w a t c h y o u r s h o w ? T h e n t h e s h o w e n d s . A n d w e a re sa d . G i v e u s a n a lg o r it h m f o r y o u r s h o w . W e d o n ’t u n d e r s t a n d m a t h . T h a t ’s w h y w e b e c a m e w r it e r s . W h a t ’s t h e b e s t t h in g a n y o n e h a s s a id o r w r it t e n a b o u t y o u r s h o w ? T h a t it m a d e t h e m h a p p y t o w a t c h , t h a t it t ra n s p o r t e d t h e m s o m e w h e re e n jo ya b le f o r a n h o u r. W e r e t h e y r ig h t ? W e t a k e t h e m a t t h e ir w o r d . 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Q u in n o f “B e n n y & J o o n ” 4 6 . _ _ R o th s te in , a b o o tl e g g e r w h o re p u t e d l y fix e d th e 1 9 1 9 W o r l d S e r ie s 4 8 . “T h i s m u s t w e ig h _ _ ! ” 5 0 . R o c k e r T u r n e r 5 2 . D o o - w o p p e r s _ _ N a N a 5 3 . S u b w a y e n tr a n c e 5 4 . _ _ p i g 5 5 . T h e E ig h t e e n t h _ _ e s ta b lis h e d P r o h i b i ti o n 5 8 . B l u is h g r e e n h u e 5 9 . O r e o fi l li n g 6 0 . T h in k h i g h l y o f 6 1 . G r a fto n ’ s “ _ _ fo r E v id e n c e ” 6 4 . N i c k n a m e fo r C a p o n e 6 6 . C i r c u s h o r n h o n k e r 6 7 . M a e W e s t 's “ _ _ A n g e l” 6 8 . _ _ F a s h io n e d c o c k t a i l 6 9 . P r o h i b i t i o n - e r a “ n e w b r e e d " o f w o m a n 7 1 . B a s e b a ll c a r d d e a l s 7 5 . B l a c k - m a r k e t s t u ff d u r in g P r o h i b it io n 7 6 . S ta r t e r o r r e l i e v e r 7 9 . “F o r s h a m e ! ” 8 1 . W o r k w it h o u t _ _ ( b e d a r in g ) 8 2 . T w o s o m e 8 5 . _ _ A c t 9 0 . N u tr i ti o n a b b r . 9 1 . A p a r tm e n t d w e l le r 9 3 . H a n d y h o m e o w n e r, s l a n g il y 9 4 . W a lk e d u p o n 9 6 . P r o h i b i t i o n - e r a w h is k e y 9 9 . T h e _ _ E x p e r im e n t 1 0 0 . S e i n e t r ib u ta r y 1 0 4 . T e m p e r a n c e m o v e m e n t le a d e r C a r r y _ _ 1 0 5 . B o rd e n s p o k e s c o w 1 0 8 . A r lin g t o n , V a . is in it 1 1 0 . H a r b o r c r a ft 1 1 1 . W a y n e W h e e le r, p r o h i b i ti o n i s t k n o w n a s th e “ _ _ b o s s ” 1 1 2 . L ik e e x c e ll e n t p a s tr a m i 1 1 3 . L i t tle g u y ’s n i c k n a m e 1 1 6 . S q u a r e - d a n c i n g c a l l 1 1 9 . S t . _ _ ’s D a y M a s s a c r e 1 2 1 . P r o h i b i ti o n - e r a p r o fit e e r 1 2 5 . S e n s e o f s e lf 1 0 1 . L a w - e n fo r c e m e n t o r g s . 1 0 2 . C h u n k s o f h i s to r y 1 0 3 . “_ _ T u ” ( 1 9 7 4 h i t) 1 2 6 . S u ff i x w it h m i ll io n 1 2 7 . C o tto n _ _ 1 2 9 . W r a p p e r w e ig h t 1 3 0 . H a n d l e r o u g h ly 1 3 3 . _ _ r u n n e r D O W N 1 . F i l m m a k e r B u rn s 2 . L a n g u a g e s u f f ix 3 . H .S . J r.’ s e x a m 4 . R a n l i k e t h e d ic k e n s 5 . B e p r e s e n t 6 . M a z e w o rd 7 . _ _ G u i n a n , P r o h i b i tio n - e r a e m c e e o f t h e 3 0 0 C lu b 8 . C o ll . V . I. P . 1 3 4 . S e c l u d e d v a l le y 1 3 5 . B o a t ’s t r a i l 1 3 6 . T i m e s t o c a ll , in a d s 1 3 7 . P r o h i b i tio n U n it a g e n t _ _ E in s t e in 1 3 8 . G e t t h e p o in t 1 3 9 . D o w n h i l l c o n v e y a n c e 1 4 0 . “_ _ w e n t th a t - a - w a y ! ” 1 4 1 . V i s i b l y e m b a r ra s s e d 1 4 2 . J o c k e y ’s h a n d fu l 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 2 2 2 3 2 4 2 5 2 6 2 7 2 8 2 9 3 0 3 1 3 2 3 3 3 4 3 5 3 6 3 7 3 8 3 9 4 0 4 1 4 2 4 3 4 4 4 5 4 6 4 7 4 8 4 9 5 0 5 1 5 2 5 3 5 4 5 5 5 6 5 7 5 8 5 9 6 0 6 1 6 2 6 3 6 4 6 5 6 6 6 7 6 8 6 9 7 0 7 1 7 2 7 3 7 4 7 5 7 6 7 7 7 8 7 9 8 0 8 1 8 2 8 3 8 4 8 5 8 6 8 7 8 8 8 9 9 0 9 1 9 2 9 3 9 4 9 5 9 6 9 7 9 8 9 9 1 0 0 1 0 1 1 0 2 1 0 3 1 0 4 1 0 5 1 0 6 1 0 7 1 0 8 1 0 9 1 1 0 1 1 1 1 1 2 1 1 3 1 1 4 1 1 5 1 1 6 1 1 7 1 1 8 1 1 9 1 2 0 1 2 1 1 2 2 1 2 3 1 2 4 1 2 5 1 2 6 1 2 7 1 2 8 1 2 9 1 3 0 1 3 1 1 3 2 1 3 3 1 3 4 1 3 5 1 3 6 1 3 7 1 3 8 1 3 9 1 4 0 1 4 1 1 4 2 p b s .o r g / p r o h i b i t i o n /c r o s s w o r d Funding is provided b y BANKOFAMERICA; CORPORATIONFORPUBLICBROADCASTING ; NATIONALENDOWMENTFORTHEHUMANITIES ; THEARTHURVININGDAVISFOUNDATIONS ; THEMONTRONEFAMILY t h rough THEPENATESFOUNDATION ; and PARKFOUNDATION,INC. S TA R TS S U N OC T 2 8 / 7 c Custom: Integration Full PageP4CB Spread
  21. 21. 21 Newspaper Overview Strengths Limitations Rapid Cume One Day Readership Geographic Selectivity Cluttered Environment Variety of Unit Sizes Lack of Editorial Control Short Lead Times Low Pass-Along Rate
  22. 22. 22 Newspaper Types NATIO NAL LO CAL CO LLEGEFREE DAILIES TYPES
  23. 23. 23 Newspaper Units VARIO US UNITS BY SIZE FSI
  24. 24. 24 Outdoor
  25. 25. 25 Outdoor Overview Strengths Limitations Broad Reach Copy Limitations Frequency Builder Passive Media Location Specific High Production Costs Reminder/Support Medium Long Lead Time
  26. 26. 26 Billboard
  27. 27. 27 Sidewalk
  28. 28. 28 In Store
  29. 29. 29 Transportation
  30. 30. 30 Cinema
  31. 31. 31 Network Upfronts
  32. 32. 32 Upfront v Scatter Overview 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
  33. 33. 33 Last Years Results Program Our Prediction Result  Saved but moved to Friday  Cancelled  Saved by the CW  Cancelled
  34. 34. 34 The Good Place • NBC • Thursdays @ 8:30 • A New Jersey woman who comes to realize that she hasn’t been a very good person. She decided to turn over a new lead by learning what it actually means to be good or bad. • https://youtu.be/UMf24rEsMOs
  35. 35. 35 American Housewife • ABC • Tuesdays @ 8:30 • A family comedy narrated by Katie, a strong-willed mother raising her flawed family in a wealthy town filled with perfect wives and their perfect offspring • https://youtu.be/A9JRoZsnINw
  36. 36. 36 Son of Zorn • Fox • Sunday @ 8:30 • Centers on an animated barbarian father who comes home for the first time in 10 years to his live-action son and ex-wife. • https://youtu.be/kPnlQTi8heM
  37. 37. 37 THANK YOU

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