Simulmedia Book of Reach Vol. 2

Source: Nielsen, Kantar Media Intelligence and Simulmedia a7 ® July-Dec 2012

1


2

The Book Of Reach Volume 2Q3-Q4 2012the impact of audience fragmentation on tV


3

audience fragmentation is causing TV’s reach problem.

In the past 30 years, an exponential growth of new media products, channels and platforms has resulted in an extraordinary fragmentation of consumer attention. Television alone has seen a tenfold increase in the number of channels and a hundred-fold increase in the number of programs and episodes. The result is that TV advertisers across all industries are failing to achieve sufficient reach with their TV campaigns.


4

Source: Nielsen Cross-Platform Report Q3 2012

Problem: UPFroNT GrPs INClUDe FAr more FreQUeNCY THAN 20 YeArs AGo today, it takes 3x the number of impressions to reach 1/3rd as many people

reACH

FreQUeNCY

R

F

AbCCbsNbCFox

Total

7.87.77.15.8

A 18-49rating

# Ads to Deliver100 GrPs

1313141858

AbCCbsNbCFox

Total

3.74.65.13.2

A 18-49rating

# Ads to Deliver100 GrPs

27222032101

AbCCbsNbCFox

Total

2.12.52.12.5

A 18-49rating

# Ads to Deliver 100 GrPs

48404840176


5

fixing audience fragmentation still requires tV

Television is still the most engaging and powerful advertising medium available. on a weekly basis, the average American watches 35 hours of TV compared to only 1 hour of online video. even the lightest TV viewers watch more than double the amount of TV compared to online video. leveraging tools, planning, and data to find and reach specific audiences on TV is the most powerful way to combat audience fragmentation.


6

Table of Contents

AUTo INsUrANCe 9 Allstate Geico Progressive state Farm

bANkING 19Ally Financialbank of AmericaCapital oneCitigroup

beer 29bud lightCoors lightCorona extraHeineken

CANDY 39butterfingerHershey’s Chocolate barsnickers

CAsUAl DINING 47Applebee’sChili’solive Garden

CereAl 55Cheerios Frosted FlakesHoney bunches of oats

CreDIT CArDs 63American expressDiscover Visa

DePArTmeNT sTores 71kohl’smacy’sTargetWalmart

the reach problem on television is affecting TV advertisers across all industries

FINANCIAl serVICes 81e-TradePrudential FinancialTD Ameritrade

meN’s HYGIeNe 89Axe menDegree menold spice

oVer-THe-CoUNTer PHArmACeUTICAl 97AdvilAleveTylenol

PresCrIPTIoN PHArmACeUTICAl 105CentocorenbrelHumira

QUICk serVICe resTAUrANTs-PIzzA 113Domino’slittle CaesarsPapa John’s

QUICk serVICe resTAUrANT 121burger kingmcDonald’ssubway

seArCH eNGINes 129bingGoogle

soFT DrINks 135Coca-ColaDr Peppermountain Dew

WomeN’s HAIr ProDUCTs 143ClearGarnierPantene Pro-V

The charts on the following pages demonstrate the impact of audience fragmentation on campaign reach for all advertisers and industries, big and small.


7

AuTo INSuRANCe


8

$18,942,543 $20,860,268 $18,909,074 $14,214,475TV SPEND

20.4MM 22.5MM 18.5MM31.6MM

3.6MM

95.9MM 96.1MM 99.2MM 87.7MM

1.3MM2.2MM

0.6MM

AuDIeNCe ReACH IN MILLIoNS

120.0m

100.0m

80.0m

60.0m

40.0m

20.0m

0

UnduplicatedReach

DuplicatedReach

Unreached

ComPeTITIVe sHAre oF VoICe For AUTo INsUrANCeTArGeT: A25-54 TImING: oCT 2012


of the tv impressions went to

Average Frequency per Viewer Quintile

Percent of Impressions per Viewer Quintile

80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%of the target

9


0.4%

6.9 %

0.2

3.0

6.9

10.6

22.9

15.8%

24.2%

52.7%

78%

AUDIeNCe reACHeD bY AllsTATe’s CAmPAIGN TArGeT: A25-54 TImING: oCT 2012

TV CAmPAIGN sPeND

$ 18,942,543

CAmPAIGN: oCT 2012AUTo INsUrANCe




80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%of the target

10


75%

TV CAmPAIGN sPeND

$ 20,860,268


AUDIeNCe reACHeD bY GeICo’s CAmPAIGN TArGeT: A25-54TImING: oCT 2012

0.1

3.1

7.6

11.7

20.9

17.5%

7.1%

48.2%

27.1%

0.2%




80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%of the target

11


81%

TV CAmPAIGN sPeND

$ 18,913,292


AUDIeNCe reACHeD bY ProGressIVe’s CAmPAIGN TArGeT: A25-54TImING: oCT 2012

0.4

4.6

11.5

20.6

50.8

0.4%

5.3%

13.1%

23.4%

57.8%




80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%of the target

12


TV CAmPAIGN sPeND

$ 14,214,475

CAmPAIGN: oCT 2012 AUTo INsUrANCe

81%

AUDIeNCe reACHeD bY sTATe FArm’s CAmPAIGN TArGeT: A25-54TImING: oCT 2012

0.0

0.7

4.3

7.9

15.7

0.0%

4.7%

14.6%

27.0%

53.7%


13

BANKINg


14

$2,097,356 $17,646,745 $8,224,918 $22,538,849TV SPEND

106.6MM

42.6MM

4.7MM

101.6MM

52.3MM 34.5MM

0.4MM

41.8MM

2.3MM

94.2MM

8.4MM

105.9MM


140.0m

120.0m

100.0m

80.0m

60.0m

40.0m

20.0m

0

ComPeTITIVe sHAre oF VoICe For bANkINGTArGeT: A18-54 TImING: DeC 2012

UnduplicatedReach

DuplicatedReach

Unreached



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

15


oF THe TV ImPressIoNs WeNT To

40%oF THe TArGeT

100%

TV CAmPAIGN sPeND

$ 2,097,356

CAmPAIGN: DeC 2012rAIse YoUr rATe: CoNsUmer CDs

AUDIeNCe reACHeD bY AllY FINANCIAl’s CAmPAIGN TArGeT: A18-54TImING: DeC 2012

0.0

0.0

0.0

0.1

2.9

0.0%

0.0%

83.3%

0.0%

16.4%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

16



40%oF THe TArGeT

79%

CAmPAIGN: DeC 2012bANkAmerICArD CAsH reWArDs: PersoNAl CreDIT CArD

TV CAmPAIGN sPeND

$ 17,646,754

AUDIeNCe reACHeD bY bANk oF AmerICA’s CAmPAIGN TArGeT: A18-54TImING: DeC 2012

0.0

0.5

4.0

6.7

11.8

4.6%

50.2%

16.9%

28.4%

0.0%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

17



40%oF THe TArGeT

81%

TV CAmPAIGN sPeND

$ 8,224,918

CAmPAIGN: DeC 2012CAPITAl oNe CAsH reWArDs:PersoNAl CreDIT CArD

AUDIeNCe reACHeD bY CAPITAl oNe’s CAmPAIGN TArGeT: A18-54TImING: DeC 2012

0.0

0.3

2.9

5.3

9.9

3.7%

52.9%

15.4%

28.0%

0.0%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

18



40%oF THe TArGeT

76%

TV CAmPAIGN sPeND

$ 22,538,849

CAmPAIGN: DeC 2012CITIbANk: PersoNAl CreDIT CArD

0.0

3.0

7.7

11.9

21.6

6.7%

48.9%

17.5%

0.1%

26.8%

AUDIeNCe reACHeD bY CITIbANk’s CAmPAIGN TArGeT: A18-54TImING: DeC 2012


19

BeeR


20

$26,113,111 $17,295,898 $12,194,249 $7,675,216TV SPEND

11.0MM 11.9MM

0.4MM

13.5MM 13.2MM

0.8MM

16.2MM 15.7MM 14.3MM 12.9MM

0.3MM 2.0MM

25.0m

20.0m

15.0m

10.0m

5.0m

0


ComPeTITIVe sHAre oF VoICe For beerTArGeT: m21-34 TImING: seP 2012

UnduplicatedReach

DuplicatedReach

Unreached



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

21



40%oF THe TArGeT

88%

TV CAmPAIGN sPeND

$ 26,113,111

CAmPAIGN: seP 2012bUD lIGHT: beer

AUDIeNCe reACHeD bY bUD lIGHT’s CAmPAIGN TArGeT: m21-34TImING: seP 2012

0.0

0.0

3.1

7.7

16.1 59.9%

0.0%

28.6%

11.3%

0.2%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

22



40%oF THe TArGeT

90%

TV CAmPAIGN sPeND

$ 17,295,898

CAmPAIGN: seP 2012Coors lIGHT: beer

AUDIeNCe reACHeD bY Coors lIGHT’s CAmPAIGN TArGeT: m21-34TImING: seP 2012

0.0

0.0

0.6

5.4

11.0

0.0%

29.5%

10.5%

0.0%

60.0%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

23



40%oF THe TArGeT

92%

TV CAmPAIGN sPeND

$ 12,194,249

CAmPAIGN: seP 2012CoroNA eXTrA: ImPorTeD beer

AUDIeNCe reACHeD bY CoroNA eXTrA’s CAmPAIGN TArGeT: m21-34TImING: seP 2012

0.0

0.0

0.4

4.4

9.5

28.7%

0.0%

62.9%

8.4%

0.0%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

24



40%oF THe TArGeT

90%

TV CAmPAIGN sPeND

$ 7,675,216

CAmPAIGN: seP 2012HeINekeN: ImPorTeD beer

AUDIeNCe reACHeD bY HeINekeN’s CAmPAIGN TArGeT: m21-34TImING: seP 2012

0.0

0.0

0.4

2.9

6.4 61.6 %

10.4 %

0.0%

28.0 %

0.0%


25

CANDy


26

TV SPEND

80.0m

70.0m

60.0m

50.0m

40.0m

30.0m

20.0m

10.0m

0

31.8MM

6.4MM

30.7MM

52.8MM

1.1MM

15.1MM


28.4MM

8.5MM

32.0MM

ComPeTITIVe sHAre oF VoICe For CANDYTArGeT: A18-34 TImING: AUG 2012

UnduplicatedReach

DuplicatedReach

Unreached



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

27



40%oF THe TArGeT

100%

TV CAmPAIGN sPeND

$ 492,317

CAmPAIGN: AUG 2012bUTTerFINGer: CANDY bAr

AUDIeNCe reACHeD bY bUTTerFINGer’s CAmPAIGN TArGeT: A18-34TImING: AUG 2012

0.0%

0.0%

4.7%

0.0%

95.4%

0.0

0.0

0.0

0.1

4.2



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

28



40%oF THe TArGeT

89%

TV CAmPAIGN sPeND

$ 2,464,001

CAmPAIGN: AUG 2012HersHeY bAr: CANDY bAr

AUDIeNCe reACHeD bY HersHeY’s CAmPAIGN TArGeT: A18-34TImING: AUG 2012

0.0

0.0

0.4

2.9

6.4

0.0%

61.5%

0.0%

11.3%

27.3%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

29



40%oF THe TArGeT

87%

TV CAmPAIGN sPeND

$ 3,311,626

CAmPAIGN: AUG 2012sNICkers: CANDY bAr

AUDIeNCe reACHeD bY sNICkers’ CAmPAIGN TArGeT: A18-34TImING: AUG 2012

0.0

0.0

0.6

3.5

8.9

0.0%

62.6%

0.0%

12.8%

24.6%


30

CASuAL DININg


31

TV SPEND

160.0m

140.0m

120.0m

100.0m

80.0m

60.0m

40.0m

20.0m

0

$12,236,658

45.3MM

6.2MM

97.5MM

$5,627,394

57.3MM

2.8MM

88.9MM

$11,808,056

36.4MM

102.6MM

10.0MM


ComPeTITIVe sHAre oF VoICe For CAsUAl DINING resTAUrANTTArGeT: A18-54 TImING: seP 2012

UnduplicatedReach

DuplicatedReach

Unreached



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

32



40%oF THe TArGeT

84%

TV CAmPAIGN sPeND

$ 12,236,658

CAmPAIGN: seP 2012APPlebees NeIGHborHooD GrIll & bAr: CAsUAl DINING resTAUrANT

AUDIeNCe reACHeD bY APPlebee’s CAmPAIGN TArGeT: A18-54TImING: seP 2012

0.0

0.4

4.0

7.7

16.9

13.6%

2.8%

57.4%

26.2%

0.0%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

33



40%oF THe TArGeT

82%

TV CAmPAIGN sPeND

$ 5,627,394

CAmPAIGN: seP 2012CHIlIs GrIll & bAr resTAUrANT: CAsUAl DINING resTAUrANT

AUDIeNCe reACHeD bY CHIlI’s CAmPAIGN TArGeT: A18-54TImING: seP 2012

0.0

0.0

2.1

3.3

6.8

0.7%

55.1%

17.0%

27.2%

0.0%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

34



40%oF THe TArGeT

77%

CAmPAIGN: seP 2012olIVe GArDeN resTAUrANT: ITAlIAN resTAUrANT

TV CAmPAIGN sPeND

$ 11,808,056

AUDIeNCe reACHeD bY olIVe GArDeN’s CAmPAIGN TArGeT: A18-54TImING: seP 2012

0.0

0.9

4.3

7.2

13.5 50.4%

27.0%

0.0%

6.4%

16.2%


35

CeReAL


36

TV SPEND

140.0m

120.0m

100.0m

80.0m

60.0m

40.0m

20.0m

0

49.8MM

61.6MM

8.5MM

$4,429,727

48.0MM

13.4MM

$1,246,816

68.0MM

3.7MM


58.6MM 48.3MM

ComPeTITIVe sHAre oF VoICe For CereAlTArGeT: A25-54 TImING: oCT 2012

UnduplicatedReach

DuplicatedReach

Unreached



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

37



40%oF THe TArGeT

87%

TV CAmPAIGN sPeND

$ 2,617,145

CAmPAIGN: oCT 2012CHeerIos: CereAl

AUDIeNCe reACHeD bY CHeerIos’ CAmPAIGN TArGeT: A25-54TImING: oCT 2012

0.0

0.0

0.6

3.4

8.6 62.2%

13.3%

24.4%

0.0%

0.0%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

38



40%oF THe TArGeT

83%

TV CAmPAIGN sPeND

$ 4,429,727

CAmPAIGN: oCT 2012FrosTeD FlAkes: CereAl

AUDIeNCe reACHeD bY FrosTeD FlAkes’ CAmPAIGN TArGeT: A25-54TImING: oCT 2012

0.0

0.0

0.6

3.0

6.6

16.6%

26.0%

0.0%

0.0%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

39



40%oF THe TArGeT

98%

TV CAmPAIGN sPeND

$ 1,246,816

CAmPAIGN: oCT 2012HoNeY bUNCHes oF oATs: CereAl

AUDIeNCe reACHeD bY HoNeY bUNCHes oF oATs’ CAmPAIGN TArGeT: A25-54TImING: oCT 2012

0.0

0.0

0.1

2.1

6.8 74.5%

0.0%

0.0%

23.4%

2.1%


40

CReDIT CARDS


41

TV SPEND $11,688,056

66.8MM

2.9MM

87.4MM

$7,102,115

35.3MM

16.5MM

105.3MM

$17,116,159

58.0MM

5.5MM

93.6MM

180.0m

160.0m

140.0m

120.0m

100.0m

80.0m

70.0m

60.0m

40.0m

20.0m

0


ComPeTITIVe sHAre oF VoICe For CreDIT CArDsTArGeT: A25-64 TImING: NoV 2012

UnduplicatedReach

DuplicatedReach

Unreached



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

42



40%oF THe TArGeT

89%

TV CAmPAIGN sPeND

$ 11,688,056

CAmPAIGN: NoV 2012AmerICAN eXPress: PersoNAl CreDIT CArD

AUDIeNCe reACHeD bY AmerICAN eXPress’ CAmPAIGN TArGeT: A25-64TImING: NoV 2012

0.0

0.0

0.6

3.1

10.4

0.0%

10.9%

0.0%

20.3%

68.8%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

43



40%oF THe TArGeT

79%

TV CAmPAIGN sPeND

$ 7,102,115

CAmPAIGN: NoV 2012DIsCoVer CArD: PersoNAl CreDIT CArD

AUDIeNCe reACHeD bY DIsCoVer’s CAmPAIGN TArGeT: A25-64TImING: NoV 2012

0.0

0.8

4.6

8.0

15.2

5.6%

15.7%

0.0%

27.2%

51.5%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

44



40%oF THe TArGeT

83%

TV CAmPAIGN sPeND

$ 17,116,159

CAmPAIGN: NoV 2012VIsA: PersoNAl CreDIT CArD

AUDIeNCe reACHeD bY VIsA’s CAmPAIGN TArGeT: A25-64TImING: NoV 2012

0.0

0.1

2.3

4.0

7.7

1.2%

15.9%

0.0%

28.3%

54.5%


45

DePARTMeNT SToReS


46

TV SPEND

120.0m

100.0m

80.0m

60.0m

40.0m

20.0m

0


$19,598,027$18,591,333

18.7MM

2.4MM

98.9MM

$25,104,558

25.1MM

93.4MM

1.5MM

$9,475,025

37.4MM

0.6MM

82.0MM

ComPeTITIVe sHAre oF VoICe For DePArTmeNT sToresTArGeT: A25-54 TImING: DeC 2012

UnduplicatedReach

DuplicatedReach

Unreached

19.1MM

2.6MM

98.3MM



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

47



40%oF THe TArGeT

81%

TV CAmPAIGN sPeND

$ 25,104,558

CAmPAIGN: DeC 2012koHls DePArTmeNT sTore: sAles ANNoUNCemeNT

AUDIeNCe reACHeD bY koHl’s CAmPAIGN TArGeT: A25-54TImING: DeC 2012

0.0

1.2

6.5

11.5

25.5

5.2%

14.2%

0.0%

25.0%

55.6%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

48



40%oF THe TArGeT

76%

TV CAmPAIGN sPeND

$ 18,591,333

CAmPAIGN: DeC 2012mACYs DePArTmeNT sTore: sAles ANNoUNCemeNT

AUDIeNCe reACHeD bY mACY’s CAmPAIGN TArGeT: A25-54TImING: DeC 2012

0.3

4.0

8.6

13.7

27.0

7.5%

16.0%

0.6 %

25.5%

50.4%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

49



40%oF THe TArGeT

80%

TV CAmPAIGN sPeND

$ 9,475,025

CAmPAIGN: DeC 2012TArGeT DIsCoUNT DePArTmeNT sTore:sAles ANNoUNCemeNT

AUDIeNCe reACHeD bY TArGeT’s CAmPAIGN TArGeT: A25-54TImING: DeC 2012

0.0

0.4

4.3

7.2

13.5

3.2%

16.5%

0.0%

27.9%

52.4%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

50



40%oF THe TArGeT

74%

TV CAmPAIGN sPeND

$ 19,598,027

CAmPAIGN: DeC 2012WAlmArT DIsCoUNT DePArTmeNT sTore: PHoNes & eQUIPmeNT

AUDIeNCe reACHeD bY WAlmArT’s CAmPAIGN TArGeT: A25-54TImING: DeC 2012

0.3

3.8

7.6

11.6

22.3

8.3%

16.7%

0.6%

25.4%

49.0%


51

FINANCIAL SeRVICeS


52

TV SPEND

100.0m

90.0m

80.0m

70.0m

60.0m

50.0m

40.0m

30.0m

20.0m

10.0m

0


$8,100,314

34.3MM

17.7MM

40.8MM

$5,497,134

57.3MM

3.4MM

32.0MM

$4,185,840

60.8MM

2.5MM

29.4MM

ComPeTITIVe sHAre oF VoICe For FINANCIAl serVICesTArGeT: A25-50 TImING: seP 2012

UnduplicatedReach

DuplicatedReach

Unreached



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

53



40%oF THe TArGeT

82%

TV CAmPAIGN sPeND

$ 8,100,314

CAmPAIGN: seP 2012e TrADe: FINANCIAl: oNlINe

AUDIeNCe reACHeD bY e-TrADe’s CAmPAIGN TArGeT: A25-50TImING: seP 2012

0.0

0.1

2.1

3.3

7.0

1.0%

17.1%

0.0%

26.3%

55.6%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

54



40%oF THe TArGeT

93%

TV CAmPAIGN sPeND

$ 5,497,134

CAmPAIGN: seP 2012PrUDeNTIAl FINANCIAl: reTIremeNT PlANNING serVICes

AUDIeNCe reACHeD bY PrUDeNTIAl FINANCIAl’s CAmPAIGN TArGeT: A25-50TImING: seP 2012

0.0

0.0

0.2

2.6

6.4

0.0%

7.5%

0.0%

26.9%

65.6%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

55



40%oF THe TArGeT

97%

TV CAmPAIGN sPeND

$ 4,185,840

CAmPAIGN: seP 2012TD AmerITrADe brokerAGe: reTIremeNT PlANNING serVICes

AUDIeNCe reACHeD bY TD AmerITrADe’s CAmPAIGN TArGeT: A25-50TImING: seP 2012

0.0

0.0

0.1

1.8

4.9

0.0%

2.8%

0.0%

26.2%

70.9%


56

MeN’S HygIeNe


57

TV SPEND

70.0m

60.0m

50.0m

40.0m

30.0m

20.0m

10.0m

0


$1,119,984

45.5MM

2.5MM

15.3MM

$1,394,696

41.8MM

5.3MM

$3,312,615

33.6MM

10.8MM

16.2MM 18.9MM

UnduplicatedReach

DuplicatedReach

Unreached

ComPeTITIVe sHAre oF VoICe For AUTo INsUrANCeTArGeT: A25-54 TImING: oCT 2012



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

58



40%oF THe TArGeT

TV CAmPAIGN sPeND

$ 1,119,984

100%

CAmPAIGN: oCT 2012AXe: DANDrUFF sHAmPoo

AUDIeNCe reACHeD bY AXe’s CAmPAIGN TArGeT: m18-49TImING: oCT 2012

0.0

0.0

0.0

0.2

3.2

15.2%

84.8%

0.0%

0.0%

0.0%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

59



40%oF THe TArGeT

TV CAmPAIGN sPeND

$ 1,394,696

100%

CAmPAIGN: oCT 2012DeGree: ClINICAl ProTeCTIoN: solID ANTIPersPIrANT/DeoDorANT

AUDIeNCe reACHeD bY DeGree’s CAmPAIGN TArGeT: m18-49TImING: oCT 2012

0.0

0.0

0.0

0.3

3.8

0.0%

0.0%

0.0%

23.3%

76.7%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

60



40%oF THe TArGeT

95%

TV CAmPAIGN sPeND

$ 3,312,615

CAmPAIGN: oCT 2012olD sPICe: olD sPICe: CHAmPIoN

AUDIeNCe reACHeD bY olD sPICe’s CAmPAIGN TArGeT: m18-49TImING: oCT 2012

0.0

0.0

0.2

2.7

6.6

0.0%

4.7%

0.0%

27.4%

68.0%


61

oVeR-THe-CouNTeR PHARMACeuTICALS


62

ComPeTITIVe sHAre oF VoICe For oVer-THe-CoUNTer PHArmACeUTICAlsTArGeT: A18-54 TImING: DeC 2012

TV SPEND

160.0m

140.0m

120.0m

100.0m

80.0m

60.0m

40.0m

20.0m

0


$4,250,458

61.4MM

11.6MM

75.8MM

$3,081,816

66.3MM

12.0MM

70.5MM

$2,073,697

69.1MM

8.2MM

71.5MM

UnduplicatedReach

DuplicatedReach

Unreached



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

63



40%oF THe TArGeT

87%

TV CAmPAIGN sPeND

$ 3,081,816

CAmPAIGN: DeC 2012ADVIl: PAIN relIeVer TAbleTsADVIl Pm: PAIN relIeVer CAPleTs

AUDIeNCe reACHeD bY ADVIl’s CAmPAIGN TArGeT: A18-54TImING: DeC 2012

0.0

0.0

0.4

2.8

6.2

0.0%

12.8%

0.0%

27.0%

60.3%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

64



40%oF THe TArGeT

88%

TV CAmPAIGN sPeND

$ 4,250,458

CAmPAIGN: DeC 2012AleVe: PAIN relIeVer CAPleTs

AUDIeNCe reACHeD bY AleVe’s CAmPAIGN TArGeT: A18-54TImING: DeC 2012

0.0

0.0

0.6

3.8

9.8

0.0%

12.2%

0.0%

24.5%

63.3%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

65



40%oF THe TArGeT

91%

TV CAmPAIGN sPeND

$ 2,073,697

AUDIeNCe reACHeD bY TYleNol’s CAmPAIGN TArGeT: A18-54TImING: DeC 2012

0.0

0.0

0.4

2.9

8.0

0.0%

9.4%

0.0%

24.2%

66.3%

CAmPAIGN: DeC 2012TYleNol: ColD mUlTI-sYmPTom NIGHTIme: ColD remeDY lIQUIDTYleNol: ColD mUlTI-sYmPTom: WArmING lIQUID


66

PReSCRIPTIoN PHARMACeuTICAL


67

ComPeTITIVe sHAre oF VoICe For PresCrIPTIoN PHArmACeUTICAlsTArGeT: A25-54 TImING: DeC 2012

TV SPEND

140.0m

120.0m

100.0m

80.0m

60.0m

40.0m

20.0m

0


$9,857,436

51.6MM

8.2MM

60.1MM

$2,041,767

79.4MM

1.9MM

38.7MM

UnduplicatedReach

DuplicatedReach

Unreached

$11,407,406

39.7MM

15.9MM

64.4MM



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

68



40%oF THe TArGeT

100%

TV CAmPAIGN sPeND

$ 2,041,767

CAmPAIGN: DeC 2012sTelArA: PlAQUe PsorIAsIs rX

AUDIeNCe reACHeD bY CeNToCor’s CAmPAIGN TArGeT: A25-54TImING: DeC 2012

0.0

0.0

0.0

0.3

4.9

0.0%

0.0%

0.0%

19.8%

80.2%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

69



40%oF THe TArGeT

87%

TV CAmPAIGN sPeND

$ 9,857,436

CAmPAIGN: DeC 2012 eNbrel: PlAQUe PsorIAsIs rXeNbrel: PsorIATIC ArTHrITIs rX

AUDIeNCe reACHeD bY eNbrel’s CAmPAIGN TArGeT: A25-54

0.0

0.0

0.5

3.0

8.0

0.0%

12.6%

0.0%

24.0%

63.4%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

70



40%oF THe TArGeT

82%

TV CAmPAIGN sPeND

$ 11,407,406

CAmPAIGN: DeC 2012HUmIrA: CroHNs DIseAse rXHUmIrA: PlAQUe PsorIAsIs rXHUmIrA: rHeUmAToID ArTHrITIs rX

AUDIeNCe reACHeD bY HUmIrA’s CAmPAIGN TArGeT: A25-54

0.0

0.2

2.6

4.9

9.4

2.6%

15.0%

0.0%

28.3%

54.1%


71

QuICK SeRVICe ReSTAuRANTS - PIZZA


72

ComPeTITIVe sHAre oF VoICe For QUICk serVICe resTAUrANTs – PIzzATArGeT: A18-49 TImING: oCT 2012

TV SPEND

160.0m

140.0m

120.0m

100.0m

80.0m

60.0m

40.0m

20.0m

0


29.4MM

16.1MM

80.1MM

53.1MM

2.5MM

$3,641,461$5,393,992

52.9MM

2.9MM UnduplicatedReach

DuplicatedReach

Unreached

69.7MM 69.9MM



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

73



40%oF THe TArGeT

TV CAmPAIGN sPeND

$ 14,663,307

CAmPAIGN: oCT 2012DomINos HAND mADe PAN PIzzA: PIzzA ProDUCT

89%

AUDIeNCe reACHeD bY DomINo’s CAmPAIGN TArGeT: A18-49TImING: oCT 2012

0.0

1.0

5.4

9.3

18.6

5.6%

15.4%

0.0%

26.4%

52.7%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

74



40%oF THe TArGeT

TV CAmPAIGN sPeND

$ 3,641,467

CAmPAIGN: oCT 2012lITTle CAesArs HoT-N-reADY PIzzA: PIzzA ProDUCT

89%

AUDIeNCe reACHeD bY lITTle CAesArs’ CAmPAIGN TArGeT: A18-49TImING: oCT 2012

0.0

0.0

0.6

4.2

10.5

0.0%

11.1%

0.0%

25.4%

63.5%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

75



40%oF THe TArGeT

86%

TV CAmPAIGN sPeND

$ 5,393,992

CAmPAIGN: oCT 2012PAPA JoHNs PIzzA resTAUrANT: oNlINe

AUDIeNCe reACHeD bY PAPA JoHN’s CAmPAIGN TArGeT: A18-49TImING: oCT 2012

0.0

0.0

0.6

3.6

7.8

0.0%

13.8%

0.0%

26.9%

59.3%


76

QuICK SeRVICe ReSTAuRANT


77

TV SPEND

140.0m

120.0m

100.0m

80.0m

60.0m

40.0m

20.0m

0


$15,708,499

26.6MM

2.9MM

120.9MM

$14,857,557

30.3MM

2.7MM

117.4MM

$30,415,407

25.8MM

3.4MM

121.2MM

ComPeTITIVe sHAre oF VoICe For QUICk serVICe resTAUrANTsTArGeT: A18-54 TImING: JUl 2012

UnduplicatedReach

DuplicatedReach

Unreached



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

78



40%oF THe TArGeT

79%

TV CAmPAIGN sPeND

$ 14,857,557

CAmPAIGN: JUl 2012bUrGer kING bk CroWN meAl: kIDs meAlbUrGer kING CArolINA bbQ CHICkeN sANDWICH & TX bbQ CHICkeN sANDWICHbUrGer kING CHICkeN sANDWICHbUrGer kING ICeebUrGer kING ICee & bUrGer kING sWeeT PoTATo FrIes sIDe orDerbbQ PUlleD Pork sANDWICHbUrGer kING sWeeT PoTATo FrIes sIDe orDer& TX bbQ WHoPPer bUrGer GeNerAl PromoTIoNmUlTI Qsr ProDUCTs

AUDIeNCe reACHeD bY bUrGer kING’s CAmPAIGN TArGeT: A18-54TImING: JUl 2012

0.0

1.6

8.7

14.5

30.0

5.6%

15.3%

0.0%

25.8%

53.3%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

79



40%oF THe TArGeT

74%

TV CAmPAIGN sPeND

$ 30,415,407

CAmPAIGN: JUl 2012CorPorATe PromoTIoNGeNerAl PromoTIoN – QsrmCDoNAlDs FAVorITes UNDer 400 meNU: VAlUe meNUmCDoNAlDs mCCAFe FrAPPemCDoNAlDs mCCAFe reAl FrUIT smooTHIesmUlTI Qsr ProDUCTs

AUDIeNCe reACHeD bY mCDoNAlD’s CAmPAIGN TArGeT: A18-54TImING: JUl 2012

0.2

3.9

8.6

12.9

23.0

8.0%

17.7%

0.4%

26.5%

47.4%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

80



40%oF THe TArGeT

78%

TV CAmPAIGN sPeND

$ 15,708,499

CAmPAIGN: JUl 2012 - GeNerAl PromoTIoN – Qsr - sUbWAY bACoN eGG & CHeese FlATbreADsUbWAY bUFFAlo CHICkeN - sUbWAY CHIPoTle CHeese sTeAk sANDWICH - CHIPoTle sTeAk & CHeese - sUbWAY ClUb, sUbWAY ClUb & UlTImATe VeGGIe - sUbWAY FooTloNG sUbs, sUbWAY FresH FIT meAls For kIDs, sUbWAY FUze FresH breWeD ICeD TeA - sUbWAY TUrkeY AVoCADo sANDWICH - sUbWAY TUrkeY AVoCADo & UlTImATe VeGGIe - sUbWAY TUrkeY & bACoN AVoCADo, sUbWAY TUrkeY breAsT sUb, VArIoUs sANDWICH ProDUCTs

AUDIeNCe reACHeD bY sUbWAY’s CAmPAIGN TArGeT: A18-54TImING: JUl 2012

0.2

3.7

8.8

14.4

29.6

6.5%

15.5%

0.3%

25.4%

52.4%


81

SeARCH eNgINeS


82

71.9MM

42.6MM

13.4MM

TV SPEND

140.0m

120.0m

100.0m

80.0m

60.0m

40.0m

20.0m

0


$1,762,338

105.6MM

8.8MM

13.4MM

UnduplicatedReach

DuplicatedReach

Unreached

ComPeTITIVe sHAre oF VoICe For seArCH eNGINesTArGeT: A18-49 TImING: DeC 2012



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

83



40%oF THe TArGeT

100%

TV CAmPAIGN sPeND

$ 1,762,338

CAmPAIGN: DeC 2012bING.Com: oNlINe

AUDIeNCe reACHeD bY bING’s CAmPAIGN TArGeT: A18-49TImING: DeC 2012

0.0

0.0

0.0

0.0

0.4

0.0%

0.0%

0.0%

0.0%

100%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

84



40%oF THe TArGeT

96%

TV CAmPAIGN sPeND

$ 6,366,506

CAmPAIGN: DeC 2012GooGle CHrome: soFTWAre

AUDIeNCe reACHeD bY GooGle’s CAmPAIGN TArGeT: A18-49TImING: DeC 2012

0.0

0.0

0.1

1.9

3.9

0.0%

3.5%

0.0%

31.1%

65.4%


85

SoFT DRINKS


86

TV SPEND

200.0m

180.0m

160.0m

140.0m

120.0m

100.0m

80.0m

60.0m

40.0m

20.0m

0


89.6MM

25.7MM

59.2MM

$3,437,621

89.6MM

13.0MM

71.9MM

$2,751,063

93.4MM

9.1MM

72.1MM

ComPeTITIVe sHAre oF VoICe For soFT DrINksTArGeT: A12-54 TImING: JUl 2012

UnduplicatedReach

DuplicatedReach

Unreached



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

87



40%oF THe TArGeT

94%

TV CAmPAIGN sPeND

$ 10,296,780

CAmPAIGN: JUl 2012CoCA-ColA ClAssIC: soFT DrINk

AUDIeNCe reACHeD bY CoCA-ColA’s CAmPAIGN TArGeT: A12-54TImING: JUl 2012

0.0

0.0

0.2

2.8

6.3

0.0%

6.5%

0.0%

28.4%

65.1%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

88



40%oF THe TArGeT

94%

TV CAmPAIGN sPeND

$ 2,751,063

CAmPAIGN: JUl 2012Dr PePPer: soFT DrINk

AUDIeNCe reACHeD bY Dr PePPer’s CAmPAIGN TArGeT: A12-54TImING: JUl 2012

0.0

0.0

0.1

2.0

4.7

0.0%

5.6%

0.0%

28.6%

65.8%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

89



40%oF THe TArGeT

CAmPAIGN: JUl 2012moUNTAIN DeW: soFT DrINk

95%

TV CAmPAIGN sPeND

$ 3,437,621

AUDIeNCe reACHeD bY moUNTAIN DeW’s CAmPAIGN TArGeT: A12-54TImING: JUl 2012

0.0

0.0

0.2

2.9

7.8

0.0%

5.5%

0.0%

25.5%

69.0%


90

WoMeN’S HAIR PRoDuCTS


91

TV SPEND

120.0m

100.0m

80.0m

60.0m

40.0m

20.0m

0


$1,370,660

68.5MM

43.1MM

4.7MM

$3,696,562

49.9MM

15.0MM

51.4MM

$1,726,390

60.3MM

8.0MM

CLeAR

48.0MM

ComPeTITIVe sHAre oF VoICe For WomeN HAIr-ProDUCTsTArGeT: W18+ TImING: AUG 2012

UnduplicatedReach

DuplicatedReach

Unreached



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

92



40%oF THe TArGeT

CAmPAIGN: AUG 2012sCAlP & HAIr THerAPY: sHAmPoo & CoNDITIoNer

99%

TV CAmPAIGN sPeND

$ 1,726,390

AUDIeNCe reACHeD bY CleAr’s CAmPAIGN TArGeT: W18+TImING: AUG 2012

0.0

0.0

0.2

2.3

6.6

0.0%

5.5%

0.0%

24.6%

69.8%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

93



40%oF THe TArGeT

CAmPAIGN: AUG 2012GArNIer FrUCTIs FAll FIGHT: sHAmPoo

TV CAmPAIGN sPeND

$ 1,370,660

99%

AUDIeNCe reACHeD bY GArNIer’s CAmPAIGN TArGeT: W18+TImING: AUG 2012

0.0

0.0

0.0

1.8

4.7

0.0%

0.9%

0.0%

27.8%

71.3%



80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

94



40%oF THe TArGeT

CAmPAIGN: AUG 2012PANTeNe Pro-V moIsTUre reNeWAl: sHAmPoo & CoNDITIoNer

85%

TV CAmPAIGN sPeND

$ 3,696,562

AUDIeNCe reACHeD bY PANTeNe Pro-V’s CAmPAIGN TArGeT: W18+TImING: AUG 2012

0.0

0.0

0.5

2.6

6.0

0.0%

0.0%

14.8%

25.5%

59.8%


95

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.

About Simulmediasimulmedia, 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 50 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 115 million Us TV households. by using simulmedia to extend reach, clients ensure their message is seen and understood by more potential clients.

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Simulmedia Book of Reach Vol. 2

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Transcript of Simulmedia Book of Reach Vol. 2