The ultimate guide to AT&T cell phone network and how to lower bills
ADV 126 Media Planning & Buying - T-Mobile
1. San Jose State University
Advertising 126
Media Planning & Buying
11/28/2014
Kelly Nai Chung Hsu Media Flight Plan: T-Mobile
2. Company– T-Mobile US Inc.
Situation Analysis
The Company – The company traces back to 1994 when establishment of Voice Stream Wireless PCS. It’s originally a subsidiary of a company called Western Wireless Corporation. In 2002, Voice Stream Wireless Corporation was renamed T-Mobile USA, which as the US operating entity of T-Mobile International AG, the mobile-communication company of Deutsche Telekom. T-Mobile US, Inc. headquarter locate at Bellevue, Washington, United States. The location is subsidiary based for T-Mobile International AG. The company provides cellular voice, messaging, and data services in the United States, Puerto Rico and the U.S. Virgin Islands under the T-Mobile and MetroPCS brands.
After a failed purchase attempt by AT&T in 2011, the company was inquiry to be purchased at $39 billion stock and cash offer. It was decline after being faced with United State government on regulatory and legal hurdles. T-Mobile USA has recently announced the merger with MetroPCS Communications, Inc, the 6th largest carrier in the US. The merge was to improve its competitiveness with other national carriers.
The company are currently consider as the fourth and fifth largest wireless networks in the U.S. market with 45 million customers and annual revenues of $21.35 billion. T-Mobile nationwide network currently reaches 96 percent of Americans. The company are also selected in 2011, J. D. Power and Associate, ranked the company highest among major wireless carriers for retail-store satisfaction four years consecutively and highest for wireless customer care two years consecutively[1]
The Category – The category of the business will be considers under cellular network. The model of the business provides data network, messaging, and cellular connection service for consumer cellular phones. In the late 1940s, the first modern mobile telephone was introduced in the United States. [8] In the 1970s, United States introduced the first generation of mobile network. These systems were referred as cellular, which was later called as “cell”. In the early 1990s, 2G phones deploying GSM technology were introduced. The GSM network offered improvement on voice quality but only offers limited data service. It allows user to send graphics data as packets. The importance for the packet-switching increased with the demands
3. of the internet and the internet protocol, which is referred as IP. The EDGE network is a great example of 2G mobile technology. [8] The 3G revolution came shortly after which allowed mobile customer to use audio, graphics and video applications. Over 3G, it’s impossible to watch streaming video and interact on video wireless calls. It was mainly the constrained by network bottlenecks and over usages of the cellular network. In 2010, the current generation of mobile telephone 4G was introduced. The 4G was developed to providing transmission rates up to 20 Mbps while accommodating quality of the mobile phone features. [8]
As the current market share, Verizon has been dominating 34% of the market. AT&T is at the same rate of 34% going neck to neck with Verizon. Spring has 16% of share and T-Mobile with 15% of share claiming the fourth place of current United State cellular network market. [9]
The Trends – Cellular mobile phone have been evolving into a personal global communication devices. The evolution continues on two primary tracks: connectivity, and interoperability. [10] The raise of needs on the proliferation of devices, and network connection have leads to increase the wireless security and accessibility. For each household, the usage of smartphone device has raise from 19% in 2009 to 65% in 2013. The 2011 new data from Experian Marketing Services’ Simmons® ConnectSM mobile and digital panel, have explained the way smartphone users spend time using their phone, with the average adult clocking 58 minutes daily on their device. On average, current smartphone owners devote 26% of the time they spend on their phone talking and another 20% texting. Social networking eats up 16% of smartphone time while browsing the mobile web accounts for 14% of time spent. Emailing and playing games account for roughly 9% and 8% of daily smartphone time, respectively, while use of the phone’s camera and GPS each take up another 2% of our smartphone day. [2] Currently, 29% of cellular phone owners believe cell phone is their primary source of entertainment.
Advertising for T-Mobile – T-Mobile has been long term partner with advertising agency Publicis Worldwide. The iconic commercial had started with Catherine Zeta-Jones. The actress signed as the voice of the operator’s “Get More” campaign in 2002. In 2006, Publicis and T-Mobile created the new tagline called “Stick Together”. The plan hinged on a phone plan, myFaves, which offered unlimited calling to a select five other subscribers. The iconic commercials will be from Dwayne Wade and Charles Barkley. In 2010, T-Mobile and Publicis has bring in another female icon, young Canadian Carly Foulkes. She was spokeswoman until 2013. In 2013, Publicis join force with Butler, Shine, Stern & Partners to develop Tim Tebow the Super Bowl T-Mobile’s big “un-carrier” commercials.
4. SWOT Analysis
Strength –
Customer Satisfaction: T-Mobile is currently ranking 2014 highest customer service performance from J.D. Powers and Associates. They currently have 49.1 million wireless subscribers and provide products and service through 70,000 distributors. The service revenues grew 10.6% year-over-year to $5.7 billion. T-Mobile is also current fastest 4G LTE network in the America proven by speedtest.net. [1]
Competitive Pricing: T-Mobile has always considers as the most valuable phone plan carrier within the top four carriers. With unlimited talk, text, and data, the plan is at fifty dollars in comparison with Verzion, AT&T or Sprint, where average at sixty dollars.
Contract Freedom: T-Mobile allows consumer to have a choice of stay or leave T-Mobile. They provide open transparent payment plans for consumers to pay off their phone on monthly basis or pay all upon signing up with T-Mobile. When the consumer decided to trade in the phone, T-Mobile will provide up to $350 trade in value to credit against the new phone consumer selected.
Wi-Fi Calling: T-Mobile Wi-Fi calling will virtually include anywhere in the world. Once the consumer connect the mobile phone with Wi-Fi, they are allow to make call to any United States number for unlimited calling.
Weakness –
Cellular Coverage: The biggest weakness for T-Mobile will be cellular coverage. Although the company had improved on the coverage, however, they have remained fourth place for national coverage. [3]
iPhone Distribution: T-Mobile's another weakness was that it didn't have the iPhone until recent year, something AT&T could remedy at little to no cost. Verizon also had the chance to carried iPhone in February of 2011. The sale of first three years from iPhone including subscribers was able to put T-Mobile again at the fourth place in the market.
Small Market Share: T-Mobile currently only owns 15% of market shares which is consider as the smallest player in cellular industry. AT&T and Sprint has both inquiry the attempt to purchase T-Mobile both in 2010 and 2011, using T- Mobile as the stepping stone to become the biggest cellular network. The small market share made it hard to T-Mobile to compete with other carriers.
5. Bad Impression: Although T-Mobile’s coverage has improved on the coverage, however, they are also struggles with consumer’s impression of earlier days having weak signals within suburb area.
Opportunity –
Cellular Network Merger: T-Mobile continued to make rapid progress on the expansion and integration with MetroPCS. As of September 30, 2014, MetroPCS was in 55 markets with nearly 11,000 points of sale in total, which includes 4,000 in the 40 expansion markets, an increase of 900 points of sale in the third quarter alone. As T- Mobile is 3rd place within cellular industry. There is definitely a lot of room for T-Mobile combine with MetroPCS to grow. [4]
Un-Carrier Strategy: With the current “uncarrier” strategy, T-Mobile has successfully increase 2.4 million subscribers within first quarter of 2014. [7]
Music Freedom: T-Mobile took opportunity on partnering with Pandora, iHeart Radio, iTunes Radio, Spotify, and other 20 partners to give consumer the freedom to stream music without suffering the consumer’s data usage.
Increase Subscribers: With being the fourth place on the market, T-Mobile still have plenty of room to grow on attracting more subscribers into their cellular networks. With the brand offering plenty of free add-ons, T-Mobile is subject to expend in the future
Threats –
Bigger Players: Not only cellular industry have Verizon and AT&T to both share 34% of shares, it also have Sprint going neck to neck with T-Mobile.
Application that offers calling service: T-Mobile also face people with using Skype, Google Hang out and any application within tablets, desktops, and cellphones that offers free call connectivity.
Landline Service: Cable is also a bigger player than the cellular company. With Comcast and AT&T, the landline industry can also be a huge threat to T-Mobile.
6. Competitors – With AT&T and Verizon being 1st and 2nd, it’s hard for T-Mobile to compete as AT&T is much larger company than just cellular phone department. AT&T not only offer cellular network, but also offers landline services. There are also Comcast in the picture that offers landline service to the communication market. Without the merger with MetroPCS, it will be hard for T-Mobile to even compete with the big players. The competitor can also have tablets that offer free call service, which is currently hurting all cellular industries.
Target Audience – The target audience will be primary 25 – 34 Young Adults female and males that are financial independent. The secondary target audience will be 35 – 49 adults that have families and in need of family plans.[5]
Demographics –
1. The demographics will be 25 – 49 adults, both female and male.
2. It will be any individuals that are financially stable to have income more than $25,000 annually.
3. The individuals can be single or married couples.
4. The generation group will mainly be generation X and generation Y.
5. They will be consumers that have a stable income, but will not consider as high income group.
Psychographics –
1. The consumers that are not appreciate by current cellphone company.
2. They have or had a bad experience with their customer satisfaction.
3. They are also concern about the amount paid on their monthly bill.
4. The individuals are easier to adapt to new things.
5. They are mainly middle class income individuals.
6. They like or support the brand position “challengers” mind set.
7. The consumer are also very focus on technology and data usage to stream music or surfing social media.
8. They are also more untraditional consumers that do not believe in contracts or regulations.
Budget – The budget will be based on 2012 T-Mobile advertising and marketing budget which is 887 million. [6]
7. Reach & Frequency – Based on the high budget, the expectation of having more than 90% of reach will be implemented to each month. The frequency will at least require to be more than 10 times based on the budget. The peak months will be June, July, August, October, November, and December.
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Reach %
90%
90%
90%
90%
90%
93%
93%
93%
90%
93%
95%
95%
Frequency
10
10
10
10
10
13
13
13
10
13
15
15
Geography – T-Mobile have current 3,300 stores across United States. The spot markets selected will be top 150 markets within United States. It will be nationwide market including the big cities. Half of budget will also be spending on spot buys which will focus on regional, local advertising.
Major Target Cities:
- San Francisco
- Los Angeles
- New York
- Chicago
- Texas
- Florida
- San Diego
- New Jersey
- Washington D.C
- Seattle
- Portland
- Las Vegas
Objective – The goal is to use the 2012 budget and increase the current market reach and frequency. We will project to reach 90% of target audience within 150 markets on January, February, March, April, May, and September at 10x frequency. For June, July, August and October, we will project to reach 93% of target audience within 150 markets at 13x frequency. For November and December as it’s holiday season, we will reach 95% of target audience with 15x frequency rate.
8. Strategy –The goal will be to maintain the current strategy, but to expend on the media channels. The main focus is to maintain current television media buy, but also go into the day time television for both national and spot. The early news and late news time frame will also be the main focus to focus on the target audience.
The second focus is to expend radio media buying channel into traffic radio time frame during morning and evening driving. We will focus a lot on radio broadcast to have consumer better understanding of the brand itself and what current promotion T-Mobile has.
The third main focus is on mobile and digital advertising of 30 seconds commercial of customer testifies how much they have saved after switch to T-Mobile. The media spot will be on video based site such as YouTube or Vine. The ¼ of the digital spot will be on targeted consumer site. The last ¼ of the digital spot will be on social media.
A direct mail notification to be send out to all current subscriber with additional 1 month off for every year they spent with T-Mobile.
There will also be 25 shows of outdoor spot purchase and increase to 75 shows during November and December.
Must Have Media –
Television: Majority of the target consumers still subscribe to cable television. Thirty second commercials is the must as it will hit most of the target audiences.
Radio: The target audiences is mainly individuals with stable income. The morning and evening drive media spot will be a great time to broadcast the T-Mobile plan. As T-Mobile is a service providers, there are no visuals needed to present in the commercial.
Mobile and Digital Advertising: Freemium application and games often time require users to watch advertisement in order to receive rewards. The thirty second commercials will be a great way to implement into the mobile as its charge by CPV (Cost per view). The target audience also is heavy social media users, there will also be media spot implement into the social media.
Direct Mail: Direct mail is a way to remind consumers when holiday season are near. The special promotion offers or greeting are great way to remind customer what T-Mobile current offers.
Outdoor: Outdoor will have similar function to radio. Billboards media spot is to remind customer T-Mobile while driving to work in case they are not listening to radio.
Don't use Media –
Newspaper: The media will not be using will be newspapers inserts. The main reason is current newspapers has all transform into the world of digital. The target audience will mainly read news from the digital tablets or smartphone. It’s not efficient media spot buy.
9. Bibliography:
[1] T-mobile Newsroom, T-Mobile US Media Relations, Bellevue, Washington, c2014
[2]2011 Simmons Mobile Consumer Report, Experian.com, c2011
[3]Network Coverage Maps, Open Signal, c2014
[4]T-mobile Report - third quarter 2014, T-Mobile US Media Relations, Bellevue, Washington, c2014
[5]T-mobile Target Consumer, Nielsen Local, c2013
[6]T-mobile Budget, David Beren, Tmo News, c2013
[7]T-mobile first quarter result, T-Mobile US Media Relations, Bellevue, Washington, C2014
[8]The History of Cellular Network, Jefe Nubarron, Bright Hub, c2011
[9]Market Share Stat, Statista, c2014
[10]Mobile Technology Trends, Delphian System, c2014
[11]T-Mobile advertising, Ad Age, c2014
10. Year At a Glance
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
Reach Avg Freq GRPS $(000) Goal Est Goal Est Goal Est Balance Goal Est Balance January
90
95.2
10
28.1
900
2671
-1771
61004.1
60884.1
120.1 February
90
95.2
10
28.1
900
2671
-1771
61004.1
60884.1
120.1 March
90
95.2
10
28.1
900
2671
-1771
61004.1
60884.1
120.1 April
90
95.2
10
28.1
900
2671
-1771
61004.1
60884.1
120.1 May
90
95.2
10
28.1
900
2671
-1771
61004.1
60884.1
120.1 June
93
95.2
13
55.3
1209
5269
-4060
81948.9
81880.3
68.6 July
93
95.2
13
55.3
1209
5269
-4060
81948.9
81880.3
68.6 August
93
95.2
13
55.3
1209
5269
-4060
81948.9
81880.3
68.6 September
90
95.2
10
28.1
900
2671
-1771
61004.1
60884.1
120.1 October
93
95.2
13
55.3
1209
5269
-4060
81948.9
81880.3
68.6 November
95
95.2
15
73.4
1425
6995
-5570
96589.9
96562.7
27.1 December
95
95.2
15
73.4
1425
6995
-5570
96589.9
96562.7
27.1 Total
13086
51093.7518
0
887000
885951.041
1048.9591
National Contingency $(000): 0
Spot Contingency $(000): 0
11.
12.
13.
14. Goal Sheet
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
National Plan
National Plan Reach Freq GRPs %Share Est $(000)
January
90
10
900
6.9
61004.1
February
90
10
900
6.9
61004.1
March
90
10
900
6.9
61004.1
April
90
10
900
6.9
61004.1
May
90
10
900
6.9
61004.1
June
93
13
1209
9.2
81948.9
July
93
13
1209
9.2
81948.9
August
93
13
1209
9.2
81948.9
September
90
10
900
6.9
61004.1
October
93
13
1209
9.2
81948.9
November
95
15
1425
10.9
96589.9
December
95
15
1425
10.9
96589.9
--------
--------
-------- National Media
13086
100
887000 National Contingency
0 Total National $$
887000
Spot Plan
Spot Plan Reach Freq GRPs %Share Est $(000)
January
90
10
900
0
0
February
90
10
900
0
0
March
90
10
900
0
0
April
90
10
900
0
0
May
90
10
900
0
0
June
93
13
1209
0
0
July
93
13
1209
0
0
August
93
13
1209
0
0
September
90
10
900
0
0
October
93
13
1209
0
0
November
95
15
1425
0
0
December
95
15
1425
0
0
--------
--------
-------- Spot Media
0
0
0 Spot Contingency
0 Total Spot $$
0 Total Plan
887000
15. Monthly Detail
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
January
Target Demo: All Adults ages 25-49 Natl Univ (000):95037.70000000001 Spot Univ (000):72988.39999999998 Medium Covg. Unit GRPs CPP CPM Total Cost
Net TV-E Morning
NATL
:30
50
16453
17.31
822650
Net TV-Daytime
NATL
:30
25
36606
38.52
915150
Net TV-Early News
NATL
:30
50
18446
19.41
922300
Net TV-Prime
NATL
:30
50
31992
33.66
1599600
Net TV-L Nite/L News
NATL
:30
50
20835
21.92
1041750
Net TV-Sports
NATL
:30
35
33103
34.83
1158605
Net Cable-Daytime
NATL
:30
25
3867
4.07
96675
Net Cable-E Fringe
NATL
:30
30
7720
8.12
231600
Net Cable-Prime
NATL
:30
50
17898
18.83
894900
Net Cable-L Fringe
NATL
:30
50
7369
7.75
368450
Natl Syndication
NATL
:30
30
18172
19.12
545160
Net Radio-Morning Drive
NATL
:60
300
3660
3.85
1098000
Net Radio-Daytime
NATL
:60
100
4080
4.29
408000
Net Radio-Evening Drive
NATL
:60
300
3515
3.7
1054500
Net Radio-Nightime
NATL
:60
100
3635
3.82
363500
Magazines-Mens
NATL
FPG 4C
17
24080
25.34
409360
Magazines-Womens
NATL
FPG 4C
17
18321
19.28
311457
Magazines-General Interest
NATL
FPG 4C
10
14794
15.57
147940
Digital National
NATL
IMPS
1021
15170
15.96
15488570 National Totals
2310
12068
12.7
27878167
Spot TV-Daytime
SPOT
:30
10
20286
27.79
202860
Spot TV-Prime
SPOT
:30
30
48885
66.98
1466550
Spot TV-Late Fringe/News
SPOT
:30
30
24795
33.97
743850
Spot Radio-Morning Drive
SPOT
:60
100
9387
12.86
938700
Spot Radio-Evening Drive
SPOT
:60
100
9188
12.59
918800
Outdoor
SPOT
25 Show
684
1353908
2.71
926073072
Direct Mail
SPOT
Letter
50
547412
750
27370600 Spot Totals
1004
32864
45.03
32995268
Total Plan
3081.06615
19757
20.79
60873435
Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot GRPs are weighted to %US coverage before calculations.
16. Monthly Detail
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
February
Target Demo: All Adults ages 25-49 Natl Univ (000):95037.70000000001 Spot Univ (000):72988.39999999998 Medium Covg. Unit GRPs CPP CPM Total Cost
Net TV-E Morning
NATL
:30
50
16453
17.31
822650
Net TV-Daytime
NATL
:30
25
36606
38.52
915150
Net TV-Early News
NATL
:30
50
18446
19.41
922300
Net TV-Prime
NATL
:30
50
31992
33.66
1599600
Net TV-L Nite/L News
NATL
:30
50
20835
21.92
1041750
Net TV-Sports
NATL
:30
35
33103
34.83
1158605
Net Cable-Daytime
NATL
:30
25
3867
4.07
96675
Net Cable-E Fringe
NATL
:30
30
7720
8.12
231600
Net Cable-Prime
NATL
:30
50
17898
18.83
894900
Net Cable-L Fringe
NATL
:30
50
7369
7.75
368450
Natl Syndication
NATL
:30
30
18172
19.12
545160
Net Radio-Morning Drive
NATL
:60
300
3660
3.85
1098000
Net Radio-Daytime
NATL
:60
100
4080
4.29
408000
Net Radio-Evening Drive
NATL
:60
300
3515
3.7
1054500
Net Radio-Nightime
NATL
:60
100
3635
3.82
363500
Magazines-Mens
NATL
FPG 4C
17
24080
25.34
409360
Magazines-Womens
NATL
FPG 4C
17
18321
19.28
311457
Magazines-General Interest
NATL
FPG 4C
10
14794
15.57
147940
Digital National
NATL
IMPS
1021
15170
15.96
15488570 National Totals
2310
12068
12.7
27878167
Spot TV-Daytime
SPOT
:30
10
20286
27.79
202860
Spot TV-Prime
SPOT
:30
30
48885
66.98
1466550
Spot TV-Late Fringe/News
SPOT
:30
30
24795
33.97
743850
Spot Radio-Morning Drive
SPOT
:60
100
9387
12.86
938700
Spot Radio-Evening Drive
SPOT
:60
100
9188
12.59
918800
Outdoor
SPOT
25 Show
684
1353908
2.71
926073072
Direct Mail
SPOT
Letter
50
547412
750
27370600 Spot Totals
1004
32864
45.03
32995268
Total Plan
3081.06615
19757
20.79
60873435
Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot GRPs are weighted to %US coverage before calculations.
17. Monthly Detail
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
March
Target Demo: All Adults ages 25-49 Natl Univ (000):95037.70000000001 Spot Univ (000):72988.39999999998 Medium Covg. Unit GRPs CPP CPM Total Cost
Net TV-E Morning
NATL
:30
50
16453
17.31
822650
Net TV-Daytime
NATL
:30
25
36606
38.52
915150
Net TV-Early News
NATL
:30
50
18446
19.41
922300
Net TV-Prime
NATL
:30
50
31992
33.66
1599600
Net TV-L Nite/L News
NATL
:30
50
20835
21.92
1041750
Net TV-Sports
NATL
:30
35
33103
34.83
1158605
Net Cable-Daytime
NATL
:30
25
3867
4.07
96675
Net Cable-E Fringe
NATL
:30
30
7720
8.12
231600
Net Cable-Prime
NATL
:30
50
17898
18.83
894900
Net Cable-L Fringe
NATL
:30
50
7369
7.75
368450
Natl Syndication
NATL
:30
30
18172
19.12
545160
Net Radio-Morning Drive
NATL
:60
300
3660
3.85
1098000
Net Radio-Daytime
NATL
:60
100
4080
4.29
408000
Net Radio-Evening Drive
NATL
:60
300
3515
3.7
1054500
Net Radio-Nightime
NATL
:60
100
3635
3.82
363500
Magazines-Mens
NATL
FPG 4C
17
24080
25.34
409360
Magazines-Womens
NATL
FPG 4C
17
18321
19.28
311457
Magazines-General Interest
NATL
FPG 4C
10
14794
15.57
147940
Digital National
NATL
IMPS
1021
15170
15.96
15488570 National Totals
2310
12068
12.7
27878167
Spot TV-Daytime
SPOT
:30
10
20286
27.79
202860
Spot TV-Prime
SPOT
:30
30
48885
66.98
1466550
Spot TV-Late Fringe/News
SPOT
:30
30
24795
33.97
743850
Spot Radio-Morning Drive
SPOT
:60
100
9387
12.86
938700
Spot Radio-Evening Drive
SPOT
:60
100
9188
12.59
918800
Outdoor
SPOT
25 Show
684
1353908
2.71
926073072
Direct Mail
SPOT
Letter
50
547412
750
27370600 Spot Totals
1004
32864
45.03
32995268
Total Plan
3081.06615
19757
20.79
60873435
Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot GRPs are weighted to %US coverage before calculations.
18. Monthly Detail
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
April
Target Demo: All Adults ages 25-49 Natl Univ (000):95037.70000000001 Spot Univ (000):72988.39999999998 Medium Covg. Unit GRPs CPP CPM Total Cost
Net TV-E Morning
NATL
:30
50
16453
17.31
822650
Net TV-Daytime
NATL
:30
25
36606
38.52
915150
Net TV-Early News
NATL
:30
50
18446
19.41
922300
Net TV-Prime
NATL
:30
50
31992
33.66
1599600
Net TV-L Nite/L News
NATL
:30
50
20835
21.92
1041750
Net TV-Sports
NATL
:30
35
33103
34.83
1158605
Net Cable-Daytime
NATL
:30
25
3867
4.07
96675
Net Cable-E Fringe
NATL
:30
30
7720
8.12
231600
Net Cable-Prime
NATL
:30
50
17898
18.83
894900
Net Cable-L Fringe
NATL
:30
50
7369
7.75
368450
Natl Syndication
NATL
:30
30
18172
19.12
545160
Net Radio-Morning Drive
NATL
:60
300
3660
3.85
1098000
Net Radio-Daytime
NATL
:60
100
4080
4.29
408000
Net Radio-Evening Drive
NATL
:60
300
3515
3.7
1054500
Net Radio-Nightime
NATL
:60
100
3635
3.82
363500
Magazines-Mens
NATL
FPG 4C
17
24080
25.34
409360
Magazines-Womens
NATL
FPG 4C
17
18321
19.28
311457
Magazines-General Interest
NATL
FPG 4C
10
14794
15.57
147940
Digital National
NATL
IMPS
1021
15170
15.96
15488570 National Totals
2310
12068
12.7
27878167
Spot TV-Daytime
SPOT
:30
10
20286
27.79
202860
Spot TV-Prime
SPOT
:30
30
48885
66.98
1466550
Spot TV-Late Fringe/News
SPOT
:30
30
24795
33.97
743850
Spot Radio-Morning Drive
SPOT
:60
100
9387
12.86
938700
Spot Radio-Evening Drive
SPOT
:60
100
9188
12.59
918800
Outdoor
SPOT
25 Show
684
1353908
2.71
926073072
Direct Mail
SPOT
Letter
50
547412
750
27370600 Spot Totals
1004
32864
45.03
32995268
Total Plan
3081.06615
19757
20.79
60873435
Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot GRPs are weighted to %US coverage before calculations.
19. Monthly Detail
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
May
Target Demo: All Adults ages 25-49 Natl Univ (000):95037.70000000001 Spot Univ (000):72988.39999999998 Medium Covg. Unit GRPs CPP CPM Total Cost
Net TV-E Morning
NATL
:30
50
16453
17.31
822650
Net TV-Daytime
NATL
:30
25
36606
38.52
915150
Net TV-Early News
NATL
:30
50
18446
19.41
922300
Net TV-Prime
NATL
:30
50
31992
33.66
1599600
Net TV-L Nite/L News
NATL
:30
50
20835
21.92
1041750
Net TV-Sports
NATL
:30
35
33103
34.83
1158605
Net Cable-Daytime
NATL
:30
25
3867
4.07
96675
Net Cable-E Fringe
NATL
:30
30
7720
8.12
231600
Net Cable-Prime
NATL
:30
50
17898
18.83
894900
Net Cable-L Fringe
NATL
:30
50
7369
7.75
368450
Natl Syndication
NATL
:30
30
18172
19.12
545160
Net Radio-Morning Drive
NATL
:60
300
3660
3.85
1098000
Net Radio-Daytime
NATL
:60
100
4080
4.29
408000
Net Radio-Evening Drive
NATL
:60
300
3515
3.7
1054500
Net Radio-Nightime
NATL
:60
100
3635
3.82
363500
Magazines-Mens
NATL
FPG 4C
17
24080
25.34
409360
Magazines-Womens
NATL
FPG 4C
17
18321
19.28
311457
Magazines-General Interest
NATL
FPG 4C
10
14794
15.57
147940
Digital National
NATL
IMPS
1021
15170
15.96
15488570 National Totals
2310
12068
12.7
27878167
Spot TV-Daytime
SPOT
:30
10
20286
27.79
202860
Spot TV-Prime
SPOT
:30
30
48885
66.98
1466550
Spot TV-Late Fringe/News
SPOT
:30
30
24795
33.97
743850
Spot Radio-Morning Drive
SPOT
:60
100
9387
12.86
938700
Spot Radio-Evening Drive
SPOT
:60
100
9188
12.59
918800
Outdoor
SPOT
25 Show
684
1353908
2.71
926073072
Direct Mail
SPOT
Letter
50
547412
750
27370600 Spot Totals
1004
32864
45.03
32995268
Total Plan
3081.06615
19757
20.79
60873435
Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot GRPs are weighted to %US coverage before calculations.
20. Monthly Detail
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
June
Target Demo: All Adults ages 25-49 Natl Univ (000):95037.70000000001 Spot Univ (000):72988.39999999998 Medium Covg. Unit GRPs CPP CPM Total Cost
Net TV-E Morning
NATL
:30
50
16453
17.31
822650
Net TV-Daytime
NATL
:30
40
36606
38.52
1464240
Net TV-Early News
NATL
:30
50
18446
19.41
922300
Net TV-Prime
NATL
:30
50
31992
33.66
1599600
Net TV-L Nite/L News
NATL
:30
50
20835
21.92
1041750
Net TV-Sports
NATL
:30
40
33103
34.83
1324120
Net Cable-Daytime
NATL
:30
40
3867
4.07
154680
Net Cable-E Fringe
NATL
:30
50
7720
8.12
386000
Net Cable-Prime
NATL
:30
50
17898
18.83
894900
Net Cable-L Fringe
NATL
:30
50
7369
7.75
368450
Natl Syndication
NATL
:30
50
18172
19.12
908600
Net Radio-Morning Drive
NATL
:60
500
3660
3.85
1830000
Net Radio-Daytime
NATL
:60
300
4080
4.29
1224000
Net Radio-Evening Drive
NATL
:60
500
3515
3.7
1757500
Net Radio-Nightime
NATL
:60
300
3635
3.82
1090500
Magazines-Mens
NATL
FPG 4C
17
24080
25.34
409360
Magazines-Womens
NATL
FPG 4C
17
18321
19.28
311457
Magazines-General Interest
NATL
FPG 4C
10
14794
15.57
147940
National Newspapers
NATL
FPG B&W
100
58068
61.1
5806800
Digital National
NATL
IMPS
1995
14484
15.24
28895580 National Totals
4259
12059
12.69
51360427
Spot TV-Daytime
SPOT
:30
25
20286
27.79
507150
Spot TV-Early Fringe/News
SPOT
:30
25
28092
38.49
702300
Spot TV-Prime
SPOT
:30
25
48885
66.98
1222125
Spot TV-Late Fringe/News
SPOT
:30
25
24795
33.97
619875
Spot Radio-Morning Drive
SPOT
:60
300
9387
12.86
2816100
Spot Radio-Daytime
SPOT
:60
100
7738
10.6
773800
Spot Radio-Evening Drive
SPOT
:60
300
9188
12.59
2756400
Spot Radio-Nighttime
SPOT
:60
100
11532
15.8
1153200
Outdoor
SPOT
25 Show
684
1353908
2.71
926073072
Direct Mail
SPOT
Letter
34
547412
750
18612008 Spot Totals
1618
18861
25.84
30516866
Total Plan
5501.61458
14882
15.66
81877293
Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot GRPs are weighted to %US coverage before calculations.
21. Monthly Detail
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
July
Target Demo: All Adults ages 25-49 Natl Univ (000):95037.70000000001 Spot Univ (000):72988.39999999998 Medium Covg. Unit GRPs CPP CPM Total Cost
Net TV-E Morning
NATL
:30
50
16453
17.31
822650
Net TV-Daytime
NATL
:30
40
36606
38.52
1464240
Net TV-Early News
NATL
:30
50
18446
19.41
922300
Net TV-Prime
NATL
:30
50
31992
33.66
1599600
Net TV-L Nite/L News
NATL
:30
50
20835
21.92
1041750
Net TV-Sports
NATL
:30
40
33103
34.83
1324120
Net Cable-Daytime
NATL
:30
40
3867
4.07
154680
Net Cable-E Fringe
NATL
:30
50
7720
8.12
386000
Net Cable-Prime
NATL
:30
50
17898
18.83
894900
Net Cable-L Fringe
NATL
:30
50
7369
7.75
368450
Natl Syndication
NATL
:30
50
18172
19.12
908600
Net Radio-Morning Drive
NATL
:60
500
3660
3.85
1830000
Net Radio-Daytime
NATL
:60
300
4080
4.29
1224000
Net Radio-Evening Drive
NATL
:60
500
3515
3.7
1757500
Net Radio-Nightime
NATL
:60
300
3635
3.82
1090500
Magazines-Mens
NATL
FPG 4C
17
24080
25.34
409360
Magazines-Womens
NATL
FPG 4C
17
18321
19.28
311457
Magazines-General Interest
NATL
FPG 4C
10
14794
15.57
147940
National Newspapers
NATL
FPG B&W
100
58068
61.1
5806800
Digital National
NATL
IMPS
1995
14484
15.24
28895580 National Totals
4259
12059
12.69
51360427
Spot TV-Daytime
SPOT
:30
25
20286
27.79
507150
Spot TV-Early Fringe/News
SPOT
:30
25
28092
38.49
702300
Spot TV-Prime
SPOT
:30
25
48885
66.98
1222125
Spot TV-Late Fringe/News
SPOT
:30
25
24795
33.97
619875
Spot Radio-Morning Drive
SPOT
:60
300
9387
12.86
2816100
Spot Radio-Daytime
SPOT
:60
100
7738
10.6
773800
Spot Radio-Evening Drive
SPOT
:60
300
9188
12.59
2756400
Spot Radio-Nighttime
SPOT
:60
100
11532
15.8
1153200
Outdoor
SPOT
25 Show
684
1353908
2.71
926073072
Direct Mail
SPOT
Letter
34
547412
750
18612008 Spot Totals
1618
18861
25.84
30516866
Total Plan
5501.61458
14882
15.66
81877293
Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot GRPs are weighted to %US coverage before calculations.
22. Monthly Detail
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
August
Target Demo: All Adults ages 25-49 Natl Univ (000):95037.70000000001 Spot Univ (000):72988.39999999998 Medium Covg. Unit GRPs CPP CPM Total Cost
Net TV-E Morning
NATL
:30
50
16453
17.31
822650
Net TV-Daytime
NATL
:30
40
36606
38.52
1464240
Net TV-Early News
NATL
:30
50
18446
19.41
922300
Net TV-Prime
NATL
:30
50
31992
33.66
1599600
Net TV-L Nite/L News
NATL
:30
50
20835
21.92
1041750
Net TV-Sports
NATL
:30
40
33103
34.83
1324120
Net Cable-Daytime
NATL
:30
40
3867
4.07
154680
Net Cable-E Fringe
NATL
:30
50
7720
8.12
386000
Net Cable-Prime
NATL
:30
50
17898
18.83
894900
Net Cable-L Fringe
NATL
:30
50
7369
7.75
368450
Natl Syndication
NATL
:30
50
18172
19.12
908600
Net Radio-Morning Drive
NATL
:60
500
3660
3.85
1830000
Net Radio-Daytime
NATL
:60
300
4080
4.29
1224000
Net Radio-Evening Drive
NATL
:60
500
3515
3.7
1757500
Net Radio-Nightime
NATL
:60
300
3635
3.82
1090500
Magazines-Mens
NATL
FPG 4C
17
24080
25.34
409360
Magazines-Womens
NATL
FPG 4C
17
18321
19.28
311457
Magazines-General Interest
NATL
FPG 4C
10
14794
15.57
147940
National Newspapers
NATL
FPG B&W
100
58068
61.1
5806800
Digital National
NATL
IMPS
1995
14484
15.24
28895580 National Totals
4259
12059
12.69
51360427
Spot TV-Daytime
SPOT
:30
25
20286
27.79
507150
Spot TV-Early Fringe/News
SPOT
:30
25
28092
38.49
702300
Spot TV-Prime
SPOT
:30
25
48885
66.98
1222125
Spot TV-Late Fringe/News
SPOT
:30
25
24795
33.97
619875
Spot Radio-Morning Drive
SPOT
:60
300
9387
12.86
2816100
Spot Radio-Daytime
SPOT
:60
100
7738
10.6
773800
Spot Radio-Evening Drive
SPOT
:60
300
9188
12.59
2756400
Spot Radio-Nighttime
SPOT
:60
100
11532
15.8
1153200
Outdoor
SPOT
25 Show
684
1353908
2.71
926073072
Direct Mail
SPOT
Letter
34
547412
750
18612008 Spot Totals
1618
18861
25.84
30516866
Total Plan
5501.61458
14882
15.66
81877293
Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot GRPs are weighted to %US coverage before calculations.
23. Monthly Detail
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
September
Target Demo: All Adults ages 25-49 Natl Univ (000):95037.70000000001 Spot Univ (000):72988.39999999998 Medium Covg. Unit GRPs CPP CPM Total Cost
Net TV-E Morning
NATL
:30
50
16453
17.31
822650
Net TV-Daytime
NATL
:30
25
36606
38.52
915150
Net TV-Early News
NATL
:30
50
18446
19.41
922300
Net TV-Prime
NATL
:30
50
31992
33.66
1599600
Net TV-L Nite/L News
NATL
:30
50
20835
21.92
1041750
Net TV-Sports
NATL
:30
35
33103
34.83
1158605
Net Cable-Daytime
NATL
:30
25
3867
4.07
96675
Net Cable-E Fringe
NATL
:30
30
7720
8.12
231600
Net Cable-Prime
NATL
:30
50
17898
18.83
894900
Net Cable-L Fringe
NATL
:30
50
7369
7.75
368450
Natl Syndication
NATL
:30
30
18172
19.12
545160
Net Radio-Morning Drive
NATL
:60
300
3660
3.85
1098000
Net Radio-Daytime
NATL
:60
100
4080
4.29
408000
Net Radio-Evening Drive
NATL
:60
300
3515
3.7
1054500
Net Radio-Nightime
NATL
:60
100
3635
3.82
363500
Magazines-Mens
NATL
FPG 4C
17
24080
25.34
409360
Magazines-Womens
NATL
FPG 4C
17
18321
19.28
311457
Magazines-General Interest
NATL
FPG 4C
10
14794
15.57
147940
Digital National
NATL
IMPS
1021
15170
15.96
15488570 National Totals
2310
12068
12.7
27878167
Spot TV-Daytime
SPOT
:30
10
20286
27.79
202860
Spot TV-Prime
SPOT
:30
30
48885
66.98
1466550
Spot TV-Late Fringe/News
SPOT
:30
30
24795
33.97
743850
Spot Radio-Morning Drive
SPOT
:60
100
9387
12.86
938700
Spot Radio-Evening Drive
SPOT
:60
100
9188
12.59
918800
Outdoor
SPOT
25 Show
684
1353908
2.71
926073072
Direct Mail
SPOT
Letter
50
547412
750
27370600 Spot Totals
1004
32864
45.03
32995268
Total Plan
3081.06615
19757
20.79
60873435
Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot GRPs are weighted to %US coverage before calculations.
24. Monthly Detail
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
October
Target Demo: All Adults ages 25-49 Natl Univ (000):95037.70000000001 Spot Univ (000):72988.39999999998 Medium Covg. Unit GRPs CPP CPM Total Cost
Net TV-E Morning
NATL
:30
50
16453
17.31
822650
Net TV-Daytime
NATL
:30
40
36606
38.52
1464240
Net TV-Early News
NATL
:30
50
18446
19.41
922300
Net TV-Prime
NATL
:30
50
31992
33.66
1599600
Net TV-L Nite/L News
NATL
:30
50
20835
21.92
1041750
Net TV-Sports
NATL
:30
40
33103
34.83
1324120
Net Cable-Daytime
NATL
:30
40
3867
4.07
154680
Net Cable-E Fringe
NATL
:30
50
7720
8.12
386000
Net Cable-Prime
NATL
:30
50
17898
18.83
894900
Net Cable-L Fringe
NATL
:30
50
7369
7.75
368450
Natl Syndication
NATL
:30
50
18172
19.12
908600
Net Radio-Morning Drive
NATL
:60
500
3660
3.85
1830000
Net Radio-Daytime
NATL
:60
300
4080
4.29
1224000
Net Radio-Evening Drive
NATL
:60
500
3515
3.7
1757500
Net Radio-Nightime
NATL
:60
300
3635
3.82
1090500
Magazines-Mens
NATL
FPG 4C
17
24080
25.34
409360
Magazines-Womens
NATL
FPG 4C
17
18321
19.28
311457
Magazines-General Interest
NATL
FPG 4C
10
14794
15.57
147940
National Newspapers
NATL
FPG B&W
100
58068
61.1
5806800
Digital National
NATL
IMPS
1995
14484
15.24
28895580 National Totals
4259
12059
12.69
51360427
Spot TV-Daytime
SPOT
:30
25
20286
27.79
507150
Spot TV-Early Fringe/News
SPOT
:30
25
28092
38.49
702300
Spot TV-Prime
SPOT
:30
25
48885
66.98
1222125
Spot TV-Late Fringe/News
SPOT
:30
25
24795
33.97
619875
Spot Radio-Morning Drive
SPOT
:60
300
9387
12.86
2816100
Spot Radio-Daytime
SPOT
:60
100
7738
10.6
773800
Spot Radio-Evening Drive
SPOT
:60
300
9188
12.59
2756400
Spot Radio-Nighttime
SPOT
:60
100
11532
15.8
1153200
Outdoor
SPOT
25 Show
684
1353908
2.71
926073072
Direct Mail
SPOT
Letter
34
547412
750
18612008 Spot Totals
1618
18861
25.84
30516866
Total Plan
5501.61458
14882
15.66
81877293
Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot GRPs are weighted to %US coverage before calculations.
25. Monthly Detail
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
November
Target Demo: All Adults ages 25-49 Natl Univ (000):95037.70000000001 Spot Univ (000):72988.39999999998 Medium Covg. Unit GRPs CPP CPM Total Cost
Net TV-E Morning
NATL
:30
50
16453
17.31
822650
Net TV-Daytime
NATL
:30
40
36606
38.52
1464240
Net TV-Early News
NATL
:30
50
18446
19.41
922300
Net TV-Prime
NATL
:30
50
31992
33.66
1599600
Net TV-L Nite/L News
NATL
:30
50
20835
21.92
1041750
Net TV-Sports
NATL
:30
40
33103
34.83
1324120
Net Cable-Daytime
NATL
:30
40
3867
4.07
154680
Net Cable-E Fringe
NATL
:30
50
7720
8.12
386000
Net Cable-Prime
NATL
:30
50
17898
18.83
894900
Net Cable-L Fringe
NATL
:30
50
7369
7.75
368450
Natl Syndication
NATL
:30
50
18172
19.12
908600
Net Radio-Morning Drive
NATL
:60
500
3660
3.85
1830000
Net Radio-Daytime
NATL
:60
200
4080
4.29
816000
Net Radio-Evening Drive
NATL
:60
500
3515
3.7
1757500
Net Radio-Nightime
NATL
:60
200
3635
3.82
727000
Magazines-Mens
NATL
FPG 4C
17
24080
25.34
409360
Magazines-Womens
NATL
FPG 4C
17
18321
19.28
311457
Magazines-General Interest
NATL
FPG 4C
10
14794
15.57
147940
Digital National
NATL
IMPS
2381
13899
14.62
33093519
Other National
NATL
Uses
N/A
N/A
N/A
0 National Totals
4345
11273
11.86
48980066
Spot TV-Daytime
SPOT
:30
40
20286
27.79
811440
Spot TV-Early Fringe/News
SPOT
:30
50
28092
38.49
1404600
Spot TV-Prime
SPOT
:30
50
48885
66.98
2444250
Spot TV-Late Fringe/News
SPOT
:30
50
24795
33.97
1239750
Spot Cable
SPOT
:30
40
18042
24.72
721680
Spot Radio-Morning Drive
SPOT
:60
300
9387
12.86
2816100
Spot Radio-Daytime
SPOT
:60
100
7738
10.6
773800
Spot Radio-Evening Drive
SPOT
:60
300
9188
12.59
2756400
Spot Radio-Nighttime
SPOT
:60
100
11532
15.8
1153200
Outdoor
SPOT
75 Show
2010
4061679
2.77
8163974790
Direct Mail
SPOT
PostCard
45
255459
350
11495655
Digital Spot
SPOT
IMPS
1573
11374
15.58
17891302 Spot Totals
4658
10213
13.99
47569856
Total Plan
7922.31687
12187
12.82
96549922
Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot GRPs are weighted to %US coverage before calculations.
26. Monthly Detail
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
December
Target Demo: All Adults ages 25-49 Natl Univ (000):95037.70000000001 Spot Univ (000):72988.39999999998 Medium Covg. Unit GRPs CPP CPM Total Cost
Net TV-E Morning
NATL
:30
50
16453
17.31
822650
Net TV-Daytime
NATL
:30
40
36606
38.52
1464240
Net TV-Early News
NATL
:30
50
18446
19.41
922300
Net TV-Prime
NATL
:30
50
31992
33.66
1599600
Net TV-L Nite/L News
NATL
:30
50
20835
21.92
1041750
Net TV-Sports
NATL
:30
40
33103
34.83
1324120
Net Cable-Daytime
NATL
:30
40
3867
4.07
154680
Net Cable-E Fringe
NATL
:30
50
7720
8.12
386000
Net Cable-Prime
NATL
:30
50
17898
18.83
894900
Net Cable-L Fringe
NATL
:30
50
7369
7.75
368450
Natl Syndication
NATL
:30
50
18172
19.12
908600
Net Radio-Morning Drive
NATL
:60
500
3660
3.85
1830000
Net Radio-Daytime
NATL
:60
200
4080
4.29
816000
Net Radio-Evening Drive
NATL
:60
500
3515
3.7
1757500
Net Radio-Nightime
NATL
:60
200
3635
3.82
727000
Magazines-Mens
NATL
FPG 4C
17
24080
25.34
409360
Magazines-Womens
NATL
FPG 4C
17
18321
19.28
311457
Magazines-General Interest
NATL
FPG 4C
10
14794
15.57
147940
Digital National
NATL
IMPS
2381
13899
14.62
33093519
Other National
NATL
Uses
N/A
N/A
N/A
0 National Totals
4345
11273
11.86
48980066
Spot TV-Daytime
SPOT
:30
40
20286
27.79
811440
Spot TV-Early Fringe/News
SPOT
:30
50
28092
38.49
1404600
Spot TV-Prime
SPOT
:30
50
48885
66.98
2444250
Spot TV-Late Fringe/News
SPOT
:30
50
24795
33.97
1239750
Spot Cable
SPOT
:30
40
18042
24.72
721680
Spot Radio-Morning Drive
SPOT
:60
300
9387
12.86
2816100
Spot Radio-Daytime
SPOT
:60
100
7738
10.6
773800
Spot Radio-Evening Drive
SPOT
:60
300
9188
12.59
2756400
Spot Radio-Nighttime
SPOT
:60
100
11532
15.8
1153200
Outdoor
SPOT
75 Show
2010
4061679
2.77
8163974790
Direct Mail
SPOT
PostCard
45
255459
350
11495655
Digital Spot
SPOT
IMPS
1573
11374
15.58
17891302 Spot Totals
4658
10213
13.99
47569856
Total Plan
7922.31687
12187
12.82
96549922
Note: CPM based on media that contribute both cost and GRPs; For Total Plan, Spot GRPs are weighted to %US coverage before calculations.
30. Market List
Student
Kelly Nai Chung Hsu
Professor
Tim Hendrick
Semester
Fall 2014
Market Name Rank %US
Albany, GA
146
0.14
Amarillo, TX
131
0.17
Anchorage, AK
150
0.13
Augusta, GA
115
0.22
Bakersfield, CA
125
0.19
Beaumont-Port Arthur, TX
141
0.15
Boise, ID
113
0.22
Chico-Redding, CA
130
0.17
Columbia et al, MO
137
0.15
Columbus, GA
128
0.18
Columbus-Tupelo, MS
133
0.16
Corpus Christi, TX
129
0.17
Duluth-Superior, MN
138
0.15
Erie, PA
142
0.14
Eugene, OR
120
0.21
Evansville, IN
101
0.26
Fargo, ND
119
0.21
Ft. Smith, AR
102
0.26
Ft. Wayne, IN
107
0.24
Greenville et al, NC
105
0.24
Joplin-Pittsburg, KS-MO
145
0.14
La Crosse-Eau Claire, WI
127
0.19
Lafayette, LA
123
0.2
Lansing, MI
112
0.23
Lincoln et al, NE
104
0.25
Lubbock, TX
148
0.14
Macon, GA
121
0.21
Medford, OR
140
0.15
Monroe-El Dorado, LA
136
0.16
Monterey-Salinas
124
0.2
Montgomery-Selma, AL
118
0.22
Myrtle Beach-Florence
103
0.25
Palm Springs, CA
144
0.14
Peoria, IL
117
0.22
Reno, NV
110
0.23
31. Rockford, IL
132
0.17
Salisbury, MD
147
0.14
Santa Barbara et al, CA
122
0.21
Sioux City, IA
143
0.14
Sioux Falls-Mitchell, SD
114
0.22
Springfield, MA
109
0.23
Tallahassee et al, FL
108
0.24
Topeka, KS
139
0.15
Traverse City et al, MI
116
0.22
Tyler et al, TX
111
0.23
Wausau-Rhinelander, WI
134
0.16
Wichita Fls et al, OK-TX
149
0.14
Wilmington, NC
135
0.16
Yakima, WA
126
0.19
Youngstown, OH
106
0.24
Baton Rouge, LA
94
0.28
Burlington et al, VT-NY
92
0.29
Cedar Rapids et al, IA
87
0.3
Champaign&Spgfd et al,IL
84
0.34
Charleston, SC
100
0.26
Chattanooga, TN
86
0.31
Colorado Sprgs et al, CO
93
0.29
Columbia, SC
81
0.34
Davenport et al, IL
96
0.27
El Paso, TX
98
0.27
Harlingen et al, TX
88
0.3
Huntsville et al, AL
83
0.34
Jackson, MS
90
0.3
Johnstown-Altoona, PA
99
0.26
Madison, WI
85
0.33
Paducah et al, KY-IL
79
0.35
Portland et al, ME
76
0.36
Rochester, NY
78
0.35
Savannah, GA
97
0.27
Shrvprt et al, AR-LA-TX
82
0.34
South Bend-Elkhart, IN
89
0.3
Spokane, WA
77
0.36
Syracuse, NY
80
0.34
Tri-Cities, TN-VA
91
0.29
32. Waco-Temple-Bryan, TX
95
0.28
Albany et al, NY
56
0.49
Austin, TX
51
0.56
Charleston et al, WV
65
0.42
Dayton, OH
62
0.45
Des Moines, IA
71
0.38
Flint-Saginaw et al, MI
66
0.42
Fresno-Visalia, CA
55
0.5
Ft. Myers-Naples, FL
63
0.44
Green Bay-Appleton, WI
70
0.39
Honolulu
73
0.38
Knoxville, TN
58
0.47
Lexington, KY
64
0.43
Little Rock, AR
57
0.49
Mobile-Pensacola, AL-FL
61
0.46
New Orleans, LA
53
0.53
Omaha, NE
75
0.36
Providence et al, RI
52
0.56
Richmond, VA
59
0.47
Roanoke-Lynchburg, VA
67
0.4
Springfield, MO
74
0.36
Toledo, OH
72
0.38
Tucson, AZ
68
0.4
Tulsa, OK
60
0.46
Wichita-Hutchinson, KS
69
0.4
Wilkes-Barre et al, PA
54
0.53
Albuquerque, NM
44
0.6
Buffalo, NY
50
0.56
Greensboro et al, NC
46
0.6
Harrisburg et al, PA
41
0.64
Jacksonville, FL
49
0.58
Las Vegas, NV
43
0.63
Louisville, KY
48
0.58
Memphis, TN
47
0.59
Norfolk et al, VA
42
0.64
Oklahoma City, OK
45
0.6
Birmingham, AL
40
0.65
Cincinnati, OH
33
0.8
Columbus, OH
32
0.8
Grand Rapids et al, MI
39
0.66
33. Greenville et al, SC-NC
36
0.74
Kansas City, KS-MO
31
0.82
Milwaukee, WI
34
0.79
Salt Lake City, UT
35
0.78
San Antonio, TX
37
0.7
W Palm Beach et al, FL
38
0.69
Baltimore, MD
24
0.97
Charlotte, NC
25
0.96
Hartford-New Haven, CT
29
0.89
Indianapolis, IN
26
0.95
Nashville, TN
30
0.86
Pittsburgh, PA
22
1.03
Portland, OR
23
1.02
Raleigh-Durham, NC
28
0.92
San Diego, CA
27
0.93
St. Louis, MO
21
1.1
Cleveland, OH
17
1.36
Denver, CO
18
1.31
Detroit, MI
11
1.7
Miami-Ft. Lauderdale, FL
16
1.36
Minneapolis-St. Paul, MN
15
1.51
Orlando et al, FL
19
1.27
Phoenix, AZ
12
1.6
Sacramento-Stockton, CA
20
1.23
Seattle-Tacoma, WA
14
1.58
Tampa-St Pete, FL
13
1.58
Atlanta, GA
8
2.04
Boston, MA
7
2.12
Chicago, IL
3
3.07
Dallas-Ft. Worth, TX
5
2.16
Houston, TX
10
1.82
Los Angeles, CA
2
5
New York, NY
1
6.54
Philadelphia, PA
4
2.61
San Francisco et al, CA
6
2.14
Washington, DC
9
2.05
150 Markets Chosen, covering 95.51% of US households.
![Company– T-Mobile US Inc.
Situation Analysis
The Company – The company traces back to 1994 when establishment of Voice Stream Wireless PCS. It’s originally a subsidiary of a company called Western Wireless Corporation. In 2002, Voice Stream Wireless Corporation was renamed T-Mobile USA, which as the US operating entity of T-Mobile International AG, the mobile-communication company of Deutsche Telekom. T-Mobile US, Inc. headquarter locate at Bellevue, Washington, United States. The location is subsidiary based for T-Mobile International AG. The company provides cellular voice, messaging, and data services in the United States, Puerto Rico and the U.S. Virgin Islands under the T-Mobile and MetroPCS brands.
After a failed purchase attempt by AT&T in 2011, the company was inquiry to be purchased at $39 billion stock and cash offer. It was decline after being faced with United State government on regulatory and legal hurdles. T-Mobile USA has recently announced the merger with MetroPCS Communications, Inc, the 6th largest carrier in the US. The merge was to improve its competitiveness with other national carriers.
The company are currently consider as the fourth and fifth largest wireless networks in the U.S. market with 45 million customers and annual revenues of $21.35 billion. T-Mobile nationwide network currently reaches 96 percent of Americans. The company are also selected in 2011, J. D. Power and Associate, ranked the company highest among major wireless carriers for retail-store satisfaction four years consecutively and highest for wireless customer care two years consecutively[1]
The Category – The category of the business will be considers under cellular network. The model of the business provides data network, messaging, and cellular connection service for consumer cellular phones. In the late 1940s, the first modern mobile telephone was introduced in the United States. [8] In the 1970s, United States introduced the first generation of mobile network. These systems were referred as cellular, which was later called as “cell”. In the early 1990s, 2G phones deploying GSM technology were introduced. The GSM network offered improvement on voice quality but only offers limited data service. It allows user to send graphics data as packets. The importance for the packet-switching increased with the demands](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)