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AS SEEN IN THE FINANCIAL TIMES 8/27/2012

TV ad campaigns fail to reach audiences Financial Times, 8/27/2012

Nationwide US television advertising campaigns are failing to reach a large portion of their target audiences, according to new research based on TV viewing data... Ad targeting company Simulmedia has found that in many cases as many as three-quarters of marketers’ TV ad impressions are viewed by just 20 percent of their target audiences.

2 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


Audience fragmentation is causing TV’s reach problem.

The contents of The Book of Reach

In the past 15 years, a fast-expanding array and diversity of new-media products, channels and platforms have resulted in extraordinary fragmentation of audiences. Within television—the largest consumer media platform by far in the U.S. in terms of both audience time and advertising expenditures—we’ve seen a tenfold increase in the number of TV channels and a hundred-fold increase in the number of programs and episodes.

Audience fragmentation is collapsing TV advertising reach and concentrating frequency on a small number of heavy TV consumers. On the following pages, we will show:

1.

Examples of valuable audiences missed by most TV advertising campaigns.

2.

Reach and frequency analyses of major national brands’ recent TV ad campaigns.

3.

Competitive share of voice analyses for two industries. The analyses show the unreached target audiences for the companies in the category as well as the incremental reach that online advertising delivered to the campaign.

3 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


Unreached Audiences

EXAMPLES OF UNREACHED AUDIENCES

Reach/Frequency Analyses

ALBERT Young male, early 30’s, lives in New York, Investment Banker, HHI $300K+. Spends Saturday afternoons watching classic movies on TFC, TBS, USA, etc.

Share of Voice Analyses

MARCY Single mom, late 30’s, lives in Virginia and is a nurse. Loves Bravo’s reality shows, watches the reruns after the kids’ bedtime from 11pm-1am

FRED Young male, late 20’s, lives in Atlanta. Entrepreneur with a fledgling nightlife business. Spends weekdays watching CNN, History, and Discovery while he works

4 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY ADT’S CAMPAIGN TARGET: A25-54 TIMING: JUNE 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 4,859,550.56 JUNE 2012 CAMPAIGN : Business Solutions: Security System & Service Pulse: Security System & Service Security System & Service

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.0 0.5 3.5 9.0

0.0% 0.0% 10.8%

Share of Voice Analyses

89%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

25.3% 63.9% 0%

20%

40%

60%

80%

OF THE TARGET

5 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY AXE’S CAMPAIGN TARGET: A18-24 TIMING: MAY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 6,316,929.00 MAY 2012 CAMPAIGN : Anarchy: Body Spray Men & Women

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.0 0.0 1.9 6.3

0.0% 0.0% 0.2%

Share of Voice Analyses

100%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

22.5% 77.2% 0%

20%

40%

60%

80%

OF THE TARGET

6 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY BAYER’S CAMPAIGN TARGET: A35-64 TIMING: MAY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 8,451,556.06 MAY 2012 CAMPAIGN : Advanced Aspirin Extra Strength: Pain Reliever Tablets Aspirin Low Dose: Pain Reliever Chewable Tablets Aspirin Low Dose: Pain Reliever Tablets Aspirin: Pain Reliever Caplets Aspirin: Pain Reliever Tablets

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.9 4.2 7.8 17.2

0.0% 6.0% 13.4%

Share of Voice Analyses

81%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

25.2% 55.4% 0%

20%

40%

60%

80%

OF THE TARGET

7 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY BEST BUY’S CAMPAIGN TARGET: A18-49 TIMING: JULY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 6,243,651.66 JULY 2012 CAMPAIGN : Electronics Store: Consumer Electronics Store

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.1 2.0 3.9 8.6

0.0% 0.7% 13.7%

Share of Voice Analyses

86%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

26.7% 58.9% 0%

20%

40%

60%

80%

OF THE TARGET

8 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY BING’S CAMPAIGN TARGETV: A18-34 TIMING: JUNE 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 3,443,554.36 JUNE 2012 CAMPAIGN : Bing.com Online

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.0 0.3 2.8 8.2

0.0% 0.0% 6.3%

Share of Voice Analyses

94%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

24.1% 69.6% 0%

20%

40%

60%

80%

OF THE TARGET

9 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY BUDWEISER’S CAMPAIGN TARGET: M21-54 TIMING: JULY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 8,784,955.58 JULY 2012 CAMPAIGN : Bud Light: Beer Bud Light Lime: Beer Bud Light Platinum: Beer

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.3 2.8 5.3 9.5

0.0% 2.9% 15.3%

Share of Voice Analyses

82%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

29.1% 52.7% 0%

20%

40%

60%

80%

OF THE TARGET

10 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY BURGER KING’S CAMPAIGN TARGET: A25-54 TIMING: MAY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 27,327,183.16 MAY 2012 CAMPAIGN : Burger King BK Garden Salads & Snack Wraps: Various Salad Products Burger King Crispy Chicken Strips: Chicken Product Burger King Real Fruit Smoothie: Beverage Product General Promotion - QSR

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.3 4.1 9.2 15.7 31.5

0.5% 6.8% 15.2%

Share of Voice Analyses

78%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

25.8% 51.7% 0%

20%

40%

60%

80%

OF THE TARGET

11 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY CHASE’S CAMPAIGN TARGET: A25-54 TIMING: JULY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 16,159,476.72 JULY 2012 CAMPAIGN : Bank Quick Pay: Consumer Mobile Banking Freedom: Personal Credit Card Sapphire Preferred: Personal Credit Card

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.9 5.5 9.9 19.3

0.0% 4.9% 15.0%

Share of Voice Analyses

80%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

27.2% 53.0% 0%

20%

40%

60%

80%

OF THE TARGET

12 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY CHEVROLET’S CAMPAIGN TARGET: A18-49 JULY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 18,681,163.09 JULY 2012 CAMPAIGN : Silverado: Domestic Truck  Volt Hybrid: Domestic Hybrid Auto

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 1.2 5.7 9.6 17.3

0.0% 6.7% 16.3%

Share of Voice Analyses

77%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

27.5% 49.5% 0%

20%

40%

60%

80%

OF THE TARGET

13 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY CLEAR HAIR CARE’S CAMPAIGN TARGET: W25-54 JUNE 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 4,709,998.06 JUNE 2012 CAMPAIGN : Scalp Therapy: Dandruff Shampoo Scalp & Hair Beauty Therapy: Shampoo & Conditioner Scalp & Hair Beauty Therapy: Vignette Scalp & Hair Therapy: Shampoo & Conditioner

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.0 0.5 3.1 8.1

0.0% 0.0% 12.0%

Share of Voice Analyses

88%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

23.9% 64.1% 0%

20%

40%

60%

80%

OF THE TARGET

14 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY COLGATE’S CAMPAIGN TARGET: A18-49 APRIL 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 5,232,549.00 APRIL 2012 CAMPAIGN : Optic White: Whitening Toothpaste Total Advanced Clean: Toothpaste Total Advanced: Toothpaste Total: Toothpaste

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.0 0.2 2.5 10.0

0.0% 0.0% 3.7%

Share of Voice Analyses

96%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

19.1% 77.2% 0%

20%

40%

60%

80%

OF THE TARGET

15 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY DELL’S CAMPAIGN TARGET: A18-54 TIMING: JULY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 3,989,371.21 JULY 2012 CAMPAIGN : Inspiron 15R: Laptop Computer DR Various Computers: Computer Products DR

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.0 0.2 2.4 6.0

0.0% 0.0% 6.8%

Share of Voice Analyses

93%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

26.4% 66.8% 0%

20%

40%

60%

80%

OF THE TARGET

16 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY DOMINO’S CAMPAIGN TARGET: A25-49 & MARRIED W/1+ CHILD TIMING: MAY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 13,274,994.52 MAY 2012 CAMPAIGN : Dominos Artisan Pizzas: Pizza Product Dominos Carry Out Special: Pizza Product Dominos Parmesan Bread Bites & Pizza: Combo Dominos Stuffed Cheesy Bread & Pizza: Combo

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.8 3.7 7.4 15.9

0.0% 5.7% 13.1%

Share of Voice Analyses

81%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

25.8% 55.4% 0%

20%

40%

60%

80%

OF THE TARGET

17 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY DOS EQUIS’ CAMPAIGN TARGET: M21-49 TIMING: JULY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 3,262,639.57 JULY 2012 CAMPAIGN : Imported Beer Imported Beer & Dos Equis Ambar Imported Beer: Combo Xx Ambar: Imported Beer

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.0 0.1 2.1 6.8

0.0% 0.0% 1.5%

Share of Voice Analyses

99%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

22.8% 75.7% 0%

20%

40%

60%

80%

OF THE TARGET

18 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY DOVE’S CAMPAIGN TARGET: W18-49 TIMING: MAY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 3,166,569.48 MAY 2012 CAMPAIGN : Deep Moisture Body Wash

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.0 0.4 2.6 7.0

0.0% 0.0% 10.6%

Share of Voice Analyses

89%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

24.4% 65.0% 0%

20%

40%

60%

80%

OF THE TARGET

19 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY ETRADE’S CAMPAIGN TARGET: M25-54, HHI $100K+ & USED ONLINE BROKERS TIMING: APRIL 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 7,355,805.00 APRIL 2012 CAMPAIGN : General Promotion - Investment Products & Services Online Retirement Plans Financial: Online

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.3 2.2 3.9 7.6

0.0% 3.8% 15.3%

Share of Voice Analyses

81%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

27.5% 53.3% 0%

20%

40%

60%

80%

OF THE TARGET

20 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY GEICO’S CAMPAIGN TARGET: A18-54 TIMING: JUNE 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 33,646,884.00 JUNE 2012 CAMPAIGN : Auto Insurance Boat Owners Insurance Insurance Motorcycle Insurance Various Insurance

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.1 3.6 10.1 18.9 39.7

0.2% 5.0% 13.9%

Share of Voice Analyses

81%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

26.1% 54.8% 0%

20%

40%

60%

80%

OF THE TARGET

21 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY JCPENNEY’S CAMPAIGN TARGET: W18-49 TIMING: Q2 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 57,115,600.87 Q2 2012 CAMPAIGN : General

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.7 3.7 6.7 13.7

0.0% 5.1%

Share of Voice Analyses

80%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

26.3% 54.1% 0%

20%

40%

60%

80%

OF THE TARGET

22 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY MATCH.COM’S CAMPAIGN TARGET: A25-54 & SINGLE TIMING: MAY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 6,860,795.81 MAY 2012 CAMPAIGN : Dating Service Online

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.4 4.3 8.5 16.6

0.0% 2.8% 14.2%

Share of Voice Analyses

83%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

28.1% 54.9% 0%

20%

40%

60%

80%

OF THE TARGET

23 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY MCDONALDS’ CAMPAIGN TARGET: A18-54 TIMING: JULY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 61,174,997.76 JULY 2012 CAMPAIGN : McDonalds Favorites Under 400 Menu: Value Menu McDonalds Happy Meal: Kids Meal McDonalds McCafe Frappe: Beverage Product McDonalds McCafe Real Fruit Smoothies: Beverage Product McDonalds Spicy Chicken McBites: Chicken Product

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.5 5.0 10.9 17.5 32.7

0.8% 7.5% 16.3%

Share of Voice Analyses

75%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

26.3% 49.1% 0%

20%

40%

60%

80%

OF THE TARGET

24 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY OUTBACK STEAK HOUSE’S CAMPAIGN TARGET: A25-54, HHI $50K+ TIMING: JULY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 14,493,702.72 JULY 2012 CAMPAIGN 

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.6 3.5 6.3 12.3

0.0% 5.5% 15.0%

Share of Voice Analyses

80%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

27.1% 52.5% 0%

20%

40%

60%

80%

OF THE TARGET

25 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY PEPSI’ CAMPAIGN TARGET: A18-49 TIMING: JULY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 14,120,035.58 JULY 2012 CAMPAIGN : Diet Pepsi: Soft Drink Next: Soft Drink Soft Drink

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.6 3.9 7.8 16.5

0.0% 3.9% 13.4%

Share of Voice Analyses

83%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

26.5% 56.2% 0%

20%

40%

60%

80%

OF THE TARGET

26 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY PROFLOWERS’ CAMPAIGN TARGET: A25-54 TIMING: JUNE 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 4,008,482.06 JUNE 2012 CAMPAIGN : ProFlowers.com Online

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.0 0.3 3.0 7.9

0.0% 0.0% 6.5%

Share of Voice Analyses

94%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

25.5% 68.1% 0%

20%

40%

60%

80%

OF THE TARGET

27 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY QUIBIDS.COM’S CAMPAIGN TARGET: A18-49 & SHOP ONLINE TIMING: MAY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 10,475,263.28 MAY 2012 CAMPAIGN : Online

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.7 4.3 9.3 19.8

0.0% 4.0% 12.4%

Share of Voice Analyses

84%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

26.6% 57.0% 0%

20%

40%

60%

80%

OF THE TARGET

28 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY RED LOBSTER’S CAMPAIGN TARGET: A25-54 TIMING: JULY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 15,015,228.46 JULY 2012 CAMPAIGN : Seafood Restaurant

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.6 4.1 7.7 17.6

0.0% 4.0% 13.3%

Share of Voice Analyses

83%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

25.2% 57.6% 0%

20%

40%

60%

80%

OF THE TARGET

29 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY SAMSUNG LED TV’S CAMPAIGN TARGET: A25-54 TIMING: APRIL 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 8,966,595.00 APRIL 2012 CAMPAIGN : LED TV

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.2 2.8 5.2 10.4

0.0% 1.9% 15.0%

Share of Voice Analyses

83%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

27.6% 55.5% 0%

20%

40%

60%

80%

OF THE TARGET

30 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY TRAVELOCITY’S CAMPAIGN TARGET: A25-54 & MADE TRAVEL PLANS ONLINE LAST 30 DAYS TIMING: MAY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 3,356,853.22 MAY 2012 CAMPAIGN : Travel Service Online

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.0 0.3 2.2 6.2

0.0% 0.0% 8.3%

Share of Voice Analyses

92%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

24.0% 67.7% 0%

20%

40%

60%

80%

OF THE TARGET

31 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY TWIX’S CAMPAIGN TARGET: A25-49 TIMING: JUNE 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 3,466,769.69 JUNE 2012 CAMPAIGN : Candy Bar

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.0 0.4 2.7 6.4

0.0% 0.0% 11.1%

Share of Voice Analyses

89%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

26.2% 62.7% 0%

20%

40%

60%

80%

OF THE TARGET

32 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY VERIZON’S CAMPAIGN TARGET: A18-49 TIMING: JULY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 63,409,417.48 JULY 2012 CAMPAIGN : Share Everything Plan : Wireless: Consumer Wireless Service Wireless : Business Wireless Service Wireless  Consumer Wireless Service

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.3 4.1 9.5 15.0 27.2

0.4% 7.3% 16.9%

Share of Voice Analyses

75%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

26.7% 48.6% 0%

20%

40%

60%

80%

OF THE TARGET

33 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


AUDIENCE REACHED BY VISA’S CAMPAIGN TARGET: A25-54 TIMING: JULY 2012 TV CAMPAIGN SPEND Unreached Audiences

$ 8,226,573.00 JULY 2012 CAMPAIGN : Corporate Promotion

100%

OF THE TV IMPRESSIONS WENT TO

60%

40%

20%

40%

0%

Percent of Impressions per Viewer Quintile

0.0 0.3 2.8 5.1 9.3

0.0% 3.3% 15.5%

Share of Voice Analyses

81%

80%

Reach/Frequency Analyses

Average Frequency per Viewer Quintile

29.1% 52.1% 0%

20%

40%

60%

80%

OF THE TARGET

34 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


COMPETITIVE SHARE OF VOICE FOR TV & INTERNET

WIRELESS JULY 2012

Unreached Audiences

TARGET AUDIENCE REACHED BY PLANS A18-49 Reach/Frequency Analyses

AUDIENCE REACH IN MILLIONS 140

120

16% .01%

100

14% .02%

24% .02%

20% .04% Unreached

80

84%

86%

76%

Internet Reach

80%

Share of Voice Analyses

60

TV Reach

40

20

0 TV SPEND

$63,409,417 +

$39,190,284 +

$35,498,262 +

$42,083,832 +

INTERNET SPEND

$5,585,400

$7,347,800

$6,515,100

$8,143,700

35 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine速, May-July 2012.


COMPETITIVE SHARE OF VOICE FOR TV & INTERNET

INSURANCE JUNE 2012

Unreached Audiences

TARGET AUDIENCE REACHED BY PLANS A18-54 Reach/Frequency Analyses

AUDIENCE REACH IN MILLIONS 140

120

19% .01%

18%

47%

17% .01%

.02%

100

.01%

.00%

80

Unreached

Internet Reach

81%

82%

53%

83%

78%

$17,149,322 +

$33,646,884 +

$6,203,098 +

$18,153,623 +

$22,067,086 +

$3,889,204

$954,972

$231,751

$1,033,523

$6,102,263

40

Share of Voice Analyses

60

22%

TV Reach

20

0 TV SPEND INTERNET SPEND

36 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine速, May-July 2012.


About Simulmedia Simulmedia, Inc. operates the Simulmedia Audience Network, the world’s first data-driven audience network for television. The company’s targeting platform leverages predictive technologies and anonymous viewing data from more than 30 million US TV viewers to help national advertisers and their agencies better reach their target audiences and better measure the results. Simulmedia aggregates TV audiences through partnerships with TV system operators and national networks reaching all 116 million US TV households. Over the past year, the company helped national marketers and their agencies target, deliver and measure more than 200 campaigns and see results which were 25-300% better than they were able to achieve with traditional TV ad scheduling and targeting methods.

37 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience EngineÂŽ, May-July 2012.


The Book of Reach Index A ADT 10 Axe Body Spray 12 B Bayer Asprin 14 Best Buy 16 Budweiser 20 Burger King 22 C Chase 24 Chevrolet 26 Clear Hair Care 28 Colgate 30 D Dell 32

Domino’s Pizza 34 Dos Equis 36 Dove Body Wash 36 E E-Trade 40 G Geico Insurance 42 J JCPenney 44 M Match.com 46 McDonalds 48 Microsoft Bing 19 O Outback Steakhouse 50

P Pepsi 52 ProFlowers 54 Q Quibids.com 56 R Red Lobster 58 S Samsung LED TV 60 T Travelocity 62 Twix 64 V Verizon Wireless 66 Visa 68

All trademarks, logos, or brands referenced herein are registered to and are the property of their respective owners. “The Book of Reach” is an independent publication of Simulmedia and has not been authorized, sponsored, endorsed, or approved by, and Simulmedia is not affiliated with the respective owners of such trademarks, logos, and brands.

38 Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


To learn more visit www.simulmedia.com or e-mail us at info@simulmedia.com

The Book of Reach 2012  

Simulmedia just released its second Book of Reach . The digital flip book includes reach and frequency analyses of recent TV campaigns run b...

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