This Ad Campaign was run from January 1st,2018 to February 15th,2018

1. Insights of Ad Campaign Run by Subway
Abhinav Suraj Reddy Tummala
abhinav.tummala@rhsmith.umd.edu
+1 301 675 4272

2. Analysis of the below campaign run by Subway which
was aired 5950 times in 33 networks with $9.1M
expenditure

3. General trend of the number of airings per network
throughout the campaign.
The average count of airings per network is 173.

4. The below graph is the aggregate of the above graph.
Day time airings are the highest in the campaign.
Prime time airings are also comparatively closer to daytime.
This clearly indicates the company’s strategy to target
audience in the daytime and prime time.

5. Clearly the daytime airings are more among the top networks.
This could be because the day time hours(9am to 3pm) are more than prime time hours(6pm to 10pm).
Cost of advertisement is more during the prime time than during the day time. In order to compensate
with daily primetime airings, for lesser advertising during lunch time, you get more return of investment

6. Here the number of airings is highest
in the 4th week.
This could be because the winter
break will be over and many students
will start going back to their institutions.
Students could be the target population.

7. In the 4th week almost all dayparts are having
peaks which is consistent to the earlier observation.

8. Subway is choosing cable programs clearly to broadcast their advertisements than any other.
This might be because the number of cable programs are more popular among the common audience.
Also, the reach will be more through cable as people with different demographics and psychographics
will be their audience.

9. Highest number of airings are present at 1 AM slot. Assuming the over night slot will
cost them less, Subway is using this to have more airings during this time.
In every prime time hour the airings are significantly more than the average.
Subway is rightly targeting the audience during the primetime as number of viewers
will be more and also the reach will be more for the airing.
The number of airings is increasing from 6AM to 12PM. This could be because
most of the customers for Subway have Breakfast and Lunch and the
airings are to remind customers about the brand.