The document analyzes media properties to select the top three for promoting Comedy Central's Key & Peele Comedy Show to its target audience. It finds that ESPN, Federated Media, and Twitter are best for the main target of tech savvy millennials aged 30 million. For the subset aged 18-24 into popular culture and social media, Tumblr, ESPN, and GSN Games are recommended. The analysis examines engagement, traffic, and demographic metrics from various reports to identify the properties most effective in delivering the show premiere to the right audiences.

1. Comedy Central’s Key & Peele Comedy Show
Media Plan Analysis by MediaMogul
Written and Prepared by Dawa Sherpa
12/20/13
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2. Executive Summary
Comedy Central’s Key & Peele Comedy Show attracts a unique audience
with a common set of internet usage behaviors. Our agency, MediaMogul, has
selected the top three media properties that we believe will most effectively deliver
the premier of the comedy show to the right audience.
The audience that the Key & Peele Comedy Show desires to attract is one
that is a tech savvy, young, and sophisticated generation. They are financially
stable, eager to learn new things, and are the trendsetters. This segment of the
millennial generation is roughly 30 million internet users strong. This report explains
the methodology, findings, and recommendations of our analysis various media
properties to select the top three for our target audience.
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3. Methodology and Findings
Key Metrix Report
In selecting the top media properties to attract the right audience for our client,
MediaMogul’s first step was to narrow the choice of available websites to find the
top three publishers to work with. In our analysis of website performance metrics,
we placed high emphasis on audience engagement. We do not want our ads to
appear on cluttered websites or websites that don’t have a loyal and returning
audience bases. Therefore, we used engagement to gauge the quality of a publisher
We first ran ComScore data of the most recent month, November, and selected the
top 100 properties, which were ad­focused, because we of course need websites
that place ads.
From our list of top publishers, we narrowed the list by first by % composition
unique visitors, but engagement metrics such as average minutes / visit
average visits / visitor were our two main metrics. We wanted to attract an audience
that loves the content on a website that it spends much time on it and returns to it
on a regular basis.
From these initial steps, we narrowed our list to five publishers:
● Gawker media
● ESPN
● Buzz feeed
● Vimeo
● NFL internet group
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5. Media Trend Report
Next, in order to satisfy the advertiser’s RFP, we ran a media trend report of the
websites to see if they improved or held traffic numbers to their site. From our
report, we learned that Federated Media Publishing experiences higher traffic
around mid November. However, the remaining websites held their traffic numbers,
and ESPN led the pack with approximately 10 million unique visitors every month.
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6. Plan Metrix
In order to learn more about the audience of our publishers, we ran a PlanMetrix
report to learn more about the audience psychographic. The chart below shows
some psychographic data on just the base alone, which is composed of roughly 30
million unique visitors.
Our Recommendations for Main Target:
ESPN, Federated Media, and Twitter.
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7. Subset Target: Site Recommendations
In narrowing down our list of potential publishers for our subset audience, those
18­24, and into popular culture as well as avid social networks, we first began with
a key measures report.
We narrowed down our choices to five publishers, again based primarily on
engagement metrics. Although our subset audience is very similar to our primary
audience, we realized that Tumblr and GSN Games were two new publishers who
fared very well with this audience. GSN Games attracted 8 visits / visitor and the
average minutes / visit was 7 minutes! This, combined with the fact that they reach
20% of our target audience make it ideal to work with.
Once again, we ran a media trends report, to see if there were any drastic shifts
among traffic throughout the year. Similar to our report above, most media
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8. properties have similar traffic behavior among our subset audience, however, GSN
games lagged from November to December, relative to its performance during the
rest of the year.
Our Recommendations for Subset Audience:
Tumblr, ESPN, GSN Games
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