MEDIA PLANNING FOR PFEIFER S FINE OLIVE OIL. Opportunities-To-See (OTS), impressions, and exposures

Transcription

1 UVA-M-0812 Jul. 12, 2011 MEDIA PLANNING FOR PFEIFER S FINE OLIVE OIL Pfeifer s Fine Olive Oil was formulated and positioned to serve as a heart-healthy, but slightly more expensive substitute for butter and margarine in cooking. With a narrow target market and growing product offerings and market potential, it was particularly important for Pfeifer s Fine Olive Oil to get the most for its limited advertising budget. The range of possible media for advertising its line of products was daunting (see Exhibit 1 for potential media types). Would a media planning model (optimizer), which required executive judgments on several key inputs be helpful? Basic Media Planning Metrics To evaluate the relative effectiveness of media vehicles and combinations, the following criteria are relevant. Opportunities-To-See (OTS), impressions, and exposures These are equivalent concepts that are considered the atoms of media planning. An individual advertisement is said to provide a fixed number of exposures depending on the number of individuals in the audience. Equivalently, the ad reaches a certain number of people or provides a certain number of impressions, or, more accurately, opportunities to see. Reach Reach is the number (or percentage) of individuals in the target group who are exposed at least once to the advertising message through a given media vehicle or plan. A rating is a onepercentage-point reach among a given group. This case was prepared by Paul W. Farris, Landmark Communications Professor of Business Administration, and Phillip E. Pfeifer, Richard S. Reynolds Professor of Business Administration. It was written from publicly available sources as a basis for class discussion rather than to illustrate effective or ineffective handling of an administrative situation. The specifics of the media planning model and inputs discussed in this case are not meant to reflect actual data used or decisions made by Pfeifer s Fine Olive Oil. Copyright 2011 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved. To order copies, send an to sales@dardenbusinesspublishing.com. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise without the permission of the Darden School Foundation.

2 -2- UVA-M-0812 Frequency Frequency is the number of times a particular individual was exposed to (or had an opportunity to see) advertising for a specific product or brand. Average frequencies are calculated only among the individuals who were exposed to at least one advertisement. This convention means that total Impressions = Reach Average frequency. Two different media plans may yield comparable results in terms of costs and total exposures, but they can still differ in reach and frequency measures. In other words, one plan may expose a larger audience to the advertising message less often, while the second plan exposes a smaller audience more often (see Table 1). Obtaining accurate measures of frequency is difficult because it involves estimating overlap (see Exhibit 2 for an illustration of overlap effects). Table 1. Comparison of two media plans. Reach Average Frequency* Total Exposures (impressions, OTS) Plan A 250, ,000,000 Plan B 333, ,000,000 *The average number of exposures per individual who have received at least one advertising exposure. For a more complete glossary of media planning terms, see Exhibit 3. Measuring Media Vehicle Efficiency CPM One of the most common measures of individual vehicle efficiency is the cost per thousand (CPM) exposures from a single advertisement in that vehicle. More refined measures of media vehicle efficiency also take into account the types of individuals exposed to the advertisement and the degree to which they match the advertiser s target audience. Refined measures of audience Audience composition: Description of the audience in terms of various demographic characteristics such as income, age, and so forth. For example, Pfeifer s management believed that the most promising prospects for their marketing messages were adults, 40 or older, living in urban areas with higher incomes. They also thought that cooking-involved households were more likely to value to premium qualities and pay the premium price of Pfeifer s Fine Olive Oil products. Weighted exposure value: A more precise way to describe an audience. Simple descriptions do not take into account the degree of correspondence between the specific audience composition offered by the vehicle and the advertiser s intended target groups. A weighted exposure value analysis reflects both of these specific factors. There are four steps in this analysis:

3 -3- UVA-M-0812 Step 1: Identify relevant dimensions on which to segment the market, and select categories for each dimension. For example: Dimensions Gender Categories Male Female Age Under Income < $50K > $50K This creates 12 market segments (2 3 2), such as female, between the ages of 40 and 55, making over $50,000 a year. Step 2: Select weights reflecting the relative attractiveness of each individual market segment. For example, suppose we do not expect to sell the product to anyone under the age of 40. We can thus ignore the four segments involving people under 40 (or alternatively, assign each of them a weight of zero). We are then left with the eight segments shown in Table 2. Table 2. Target group weightings and weighted exposure values. Gender Male Female Age Income <$50K >$50K <$50K >$50K <$50K >$50K <$50K >$50K Weight of Segment* Estimated % of Vehicle A Audience in Segment** 3% 4% 4% 4% 8% 10% 8% 9% Vehicle Audience in Segment 75, , , , , , , ,000 Weighted Exposure Value 60, , , , , , , ,750 *Note that only 8 of the 12 market segments are shown. The others, all with ages under 40, are weighted as zero and thus not shown. **Estimated percentage segment is of total media vehicle s audience. Assume audience size of 2,500,000 for Vehicle A. The selected weights should reflect the brand s advertising strategy and ultimately rely on the marketer s judgment, but it need not be totally arbitrary. One useful input to that judgment may be how sales index to that group. The ratio of percentage sales to a subgroup divided by the percentage of the overall population represented by that subgroup is one such index. For example, if teenagers consume 20% of all soft drinks, but are 10% of the population, they index at 200%. Thus, a marketer developing an advertising plan for soft drinks might choose to assign a higher weight to teenagers relative to other market segments. Step 3: For the media vehicle, estimate what percentage each segment is of its total audience. These percentages can be multiplied by the vehicle s total audience to arrive at the actual number of people in the vehicle s audience in each segment (i.e., the number of

4 -4- UVA-M-0812 exposures in each segment garnered by placing an ad in the vehicle). See Table 2 for an example of this calculation. Rarely does a media vehicle have the percentages of audience by segment readily available. But if we know these percentages for the population at large, we can then estimate them for an individual vehicle based on how the demographics of that vehicle s audience are similar to or different from the population at large. A common practice is to use indexes to perform this estimation. To illustrate, suppose 20% of the total population is male and making less than $50,000 per year. Suppose a particular vehicle indexes at 110% on males and 80% on incomes less than $50,000. In both cases, an index of 100% means the percentage of the vehicle s audience in that category was the same as the percentage of people in that category in the population at large. Hence, the index of 110% for males would imply that males are a higher percentage of the vehicle s audience than of the population at large, whereas the index of 80% would mean that a lower percentage of the vehicle s audience makes less than $50,000 than is true for the population at large. We would then take the 20% that is true for the population at large and multiply it by these two indexes (expressed as ratios over the base of 100%) to get Equation 1: 20% (110/100) (80/100) = 17.6% (1) We would thus estimate that 17.6% of the vehicle s audience is male and making less than $50,000 per year. Notice that the use of indexes in this way assumes that gender and income are uncorrelated (i.e., the 80% figure for incomes under $50,000 applies to both males and females). Step 4: Multiply the number of people in each segment by the weight of that segment (see Table 2). By doing so, we are effectively counting a single exposure in an attractive segment more than a single exposure in a less attractive segment. Adding these new weighted exposures for all segments results in the total weighted vehicle exposures. Specific media vehicles may then be ranked according to a number of criteria: cost, reach, audience composition, total weighted exposures, or CPM weighted exposures. Depending on the criterion used and/or target group definition, a media vehicle may appear more or less attractive for a particular advertiser. See Table 4 for examples of these calculations. Frequency of Advertising Exposures Within any given period, how one assesses the advertising effect of the first, second, third, or nth exposure to a message becomes very important when evaluating media plans. There is no standard method for determining the incremental effectiveness of multiple exposures, but Figure 1 and Table 3 illustrate three common views.

5 -5- UVA-M-0812 Figure 1. Three conceptions of the impact of advertising. Source: Created by case writer. While many advertisers use a quarter (three months) as the period of time over which such frequency effects are assessed, there is no universal standard. Only after the time period is determined does it make sense to discuss frequency. Some advertisers assume that the relationship is linear (each succeeding exposure adds as much effect as the preceding one). Others believe it operates on a learning curve; thus, the effect of exposures subsequent to the first actually increases up to some point (often the second or third exposure) and then begins to diminish. Table 3. Three conceptions of the frequency response function (value represents incremental effects of additional exposures). Exposure Frequency Category Learning or Linear S-Curve Threshold Value A third view is that advertising has little effect on the individual consumer until a threshold number of exposures is reached. Therefore, the task of a media schedule is to attempt to maximize the number of target group members who will experience at least the threshold

6 -6- UVA-M-0812 number of exposures. (See the glossary in Exhibit 3 for definitions of Effective Frequency and Effective Reach, terms often associated with threshold effects.) Many Alternatives to Evaluate Another factor that complicates the analysis is that many different media alternatives exist. Even though only a subset of these are to be considered for any one product, when one looks at the possible combinations of these, the number of feasible media plans increases enormously. Media Optimizers Because of these difficulties, media planners often employ mathematical algorithms that attempt to optimize the choice of media vehicles subject to constraints such as total advertising expenditures or limits on media availability. These models require various inputs some factual such as cost and reach, and some judgmental, such as frequency-response functions and target group weights. One judgment that is particularly problematic for managers and media planners is media impact. Some planners prefer to ignore or omit it from optimization models. Impact This is an assessment of the relative impact or advertising value of a medium or vehicle. It might be based on editorial content, format, use of color, or other variables, which could affect the medium or vehicle s effectiveness in achieving one s advertising goals. Impact factors range between values of 0 and 1; the most effective media vehicle is rated 1.0. See Exhibit 4 for an example of how an impact factor can be used to modify the calculations of the costeffectiveness of individual media vehicles. Timing There are three common patterns of media scheduling: continuous, flighting, and pulsing. A continuous effort features relatively constant expenditures on advertising across the entire campaign, whereas a pulsing pattern involves fluctuating advertising expenditures but always having some spending in every period. A flighting pattern is similar to pulsing, with fluctuating expenditures, but some time periods receive no advertising at all. Timing of media expenditures is discussed in greater detail in Exhibit 5.

7 Media Planning for Pfeifer s Fine Olive Oil -7- UVA-M-0812 The company s managers and media planners have a number of potential vehicles to consider. Exhibit 4 provides an example of several leading magazines and their estimated performance within the hypothetical target group. Table 4 presents the cost of insertions with each of these vehicles, along with their average audience. Table 4. Costs of insertions and average audience for hypothetical target group. Magazine Cost Full Page, 4-Color Average Circulation, 2000 People $175,950 3,539,034 TV Guide $145,000 10,388,083 Time $202,000 4,064,815 Sports Illustrated $203,000 3,208,918 BusinessWeek $94, ,159 Better Homes & Gardens $296,000 7,622,981 Reader s Digest $210,400 12,589,919 Newsweek $174,075 3,141,578 Parade $735,000 36,100,000 Fortune $104, ,035 Data source: Case writer estimates. If Pfeifer s Fine Olive Oil devotes $2 million to its consumer advertising budget, and segments the adult population by gender, age, county size, and income as shown in Table 5 to create nine mutually exclusive, collectively exhaustive target group categories, how should it weight its resulting target groups, what impact factor should it assign to each vehicle, and how should it place its insertions in order to form the best possible media plan for a single time period? For reference, Exhibit 6 provides sample demographic data for margarine consumption by female homemakers (note that the data are collected and reported only for this subset of the adult population, which numbers just over 90 million). To construct the media plan, refer to the demographic and media data in Exhibit 7 and the target group in Table 5, both of which use a base of the entire adult population. Please note that the number of total adult females is closer to 100 million 10% are not homemakers. Table 5. Potential Pfeifer s Fine Olive Oil target groups. Men 45+ Women 45+ % Pop County A and B County C and D County A and B County C and D Income > $50K 7.0% 2.9% 7.2% 2.9% Income < $50K 7.6% 3.1% 10.1% 4.1% The ninth group is other, which consists of the rest of the population. Total adult population = 199,438,000 at the time of the case.

8 -8- UVA-M-0812 Exhibit 1 MEDIA PLANNING FOR PFEIFER S FINE OLIVE OIL Domestic Advertising Spending By Medium, 1999 (in millions of dollars) Medium All U.S. Advertising Expenditures, 1999 Medium as % of total, 1999 Magazine $15, % Sunday Magazine 1, % Newspaper 17, % National Newspaper 3, % Outdoor 1, % Network TV 18, % Spot TV 15, % Syndicated TV 2, % Cable TV 8, % Network Radio % Spot Radio 2, % Internet 1, % Yellow Pages 12, % Measured* 102, % Unmeasured* 112, % Total $215, % * Measured media consists of the 13 media vehicles listed here. Unmeasured includes all other vehicles, such as direct mail, promotion, catalogs, and so on. Data source: Case writer estimates.

9 -9- UVA-M-0812 Exhibit 2 MEDIA PLANNING FOR PFEIFER S FINE OLIVE OIL An Illustration of Overlap Effects As an illustration of overlap effects, consider the following two simplified examples. Each is based on the assumption that the weighted exposure of one insertion in Magazine A is 850,000, and the weighted exposure of one insertion in Magazine B is 1 million. Example 1: One often uses multiple media vehicles to achieve reach (e.g., one insertion in Magazine A along with one insertion in Magazine B). But let us assume that 10% of Magazine A readers also read Magazine B. Then our net reach is not 1,850,000 (850, ,000,000); it is (850, ) + 1,000,000, or 1,765,000. Of this number, 85,000 (10% of Magazine A readers) have received two exposures and the remainder one. These calculations reflect external overlap. Example 2: One often uses multiple insertions in the same media vehicle to achieve frequency (e.g., two insertions in Magazine A). But let us assume that only 70% of Magazine A readers for the July issue also read the August issue. Then our reach is not 2 850,000; it is 850,000 + (850, ), or 1,105,000. Of this number, ,000 or 595,000 have been exposed to the message twice. This difference represents internal overlap.

10 -10- UVA-M-0812 Exhibit 3 MEDIA PLANNING FOR PFEIFER S FINE OLIVE OIL A Glossary of Media Planning Terms Audience the gross or net number of people/homes exposed to an advertising message. Audience Accumulation the total net number of people/homes exposed to a message during its duration. Audience Composition the description of the audience in terms of various demographic characteristics such as income, age, and so forth. Average Frequency the average number of times an individual audience member is potentially exposed to an advertising message over a given time period. Average Issue Audience (Readership) the projected number of people who have read or looked into an average issue of a magazine. Audience/reader figures are larger than circulation due to the fact that a single issue of a magazine has multiple readers. Circulation the number of distributed copies of a magazine. This figure may or may not be guaranteed. Controlled Circulation the circulation of a magazine that is sent free and addressed to specific individuals who elect to receive the publication. Cost Per Point (CPP) the cost of delivering one GRP. (Formula: CPP = media cost/grps.) Cost Per Thousand (CPM) a figure used in comparing/evaluating the relative cost efficiency of media; the advertising cost of reaching 1,000 readers. (For example, ABC magazine s Page 4C cost = $25,000. It reaches 1,000,000 women, aged Its CPM for women is $25,000/1,000,000 = $25.) Coverage the percentage of a population group reached by a media vehicle. Duplication the number or percentage of readers or viewers that two or more media vehicles have in common. Effective Frequency the frequency level that is deemed minimal for producing a positive response in awareness, attitude, or purchasing action toward a brand. Effective Reach the percentage of people reached by a media schedule at the desired level of frequency. Exclusive Readers readers who read one magazine but not another. Frequency the number of times an audience is exposed to an advertising message. Also, the period issuance of a publication (e.g., monthly, weekly). Gross Rating Points (GRPs) see Rating Point. Impact an assessment of the relative qualitative advertising value of a medium or vehicle. It might be based on editorial content, format, use of color, or other variables that could affect the medium or vehicle s effectiveness in achieving one s advertising goals. Impressions the gross sum of all media exposures (numbers of people/homes) without regard to duplication. In-Home Readers people who read a magazine in their own home. In-Tab Sample the number of completed interviews or respondents to a survey. Issue Life the length of time it takes a magazine to be read by the maximum measurable audience. Net Paid Circulation the circulation of a magazine, which is accounted for by copies paid for either through single-copy newsstand sales or through subscription. Optimization a computer reach and frequency analysis, which generates an optimal schedule given a specific set of parameters (e.g., budget level, reach goal).

11 -11- UVA-M-0812 Exhibit 3 (continued) Out-of-Home Readers those people reading a magazine outside their own homes. Pass-Along (Secondary) Readers Readers who obtain the magazine second-hand (e.g., from a reception room, from a friend/neighbor). Primary Audience the subscriber/newsstand buyer of a magazine or someone else in the household of these primary purchasers who has read or looked into a magazine. Prototype an estimated audience developed for an unmeasured magazine, which is created by using existing data from measured magazines that may be similar in a variety of ways (e.g., editorially, demographic composition, circulation). This calibrated mix of data (prototype) is then used in syndicated research runs used for media planning purposes. Rate Base the circulation of a magazine upon which advertising space rates are based, which may or may not be guaranteed by the publisher. Rating the percentage of people/homes reached by an individual broadcast media vehicle. Rating Point the vehicle rating expressed in terms of percentage points. Reach the unduplicated number of individuals potentially receiving at least one advertising exposure from a media vehicle or media plan. Net reach, unduplicated reach, and reach all refer to the same concept. Readers Per Copy (RPC) the average number of readers who read/look into an average issue of a magazine. (Formula: RPC circulation = average issue audience.) Recency the advertising scheduling tactic of providing reach, without regard to frequency, for as many weeks as possible in order to deliver ad messages immediately prior to purchase decisions. Single Copy (Sales) copies of a magazine sold at newsstands and so on as opposed to by subscription. Split Run a scheduling technique whereby two different pieces of copy are run in the circulation of a magazine with no one reader receiving both advertisements. Subscriber a home/person that pays for receiving a magazine. Unaided Recall the percentage or number of consumers surveyed who are able to cite a product s/service s name after being requested to cite any and all product names within an advertised category. (Aided Recall prompts respondents with the specific names.) Unpaid Circulation the portion of a magazine s circulation distributed free of charge to the recipient. Volumetrics total product usage or spending by a particular magazine audience on a specific product/service (For example, ABC magazine readers have spent X dollars on home electronics.) Source: Adapted from (accessed 2001).

12 -12- UVA-M-0812 Exhibit 4 MEDIA PLANNING FOR PFEIFER S FINE OLIVE OIL Estimated Performance of Vehicles within Hypothetical Target Group Men <$50K Men >$50K Men 55+ <$50K Men 55+ >$50K Women <$50K Women >$50K Women 55+ <$50K Women 55+ >$50K Other Unwtd. Reach 000 Wtd. Reach 000 Target Group CPM** Reach Multiplier* Impact Factor People 3% 4% 4% 4% 8% 10% 8% 9% 50% ,601 2,408 $ $81.17 TV Guide 5% 4% 7% 6% 7% 6% 8% 7% 50% ,505 7,056 $ $29.36 Time 6% 8% 5% 8% 6% 9% 5% 8% 45% ,284 3,017 $ $83.69 Sports Illustrated 8% 10% 8% 8% 3% 4% 2% 2% 55% ,172 1,881 $ $ BusinessWeek 7% 11% 6% 9% 5% 7% 4% 6% 45% , $ $ Better Homes & Gardens 4% 6% 5% 7% 8% 9% 10% 11% 40% ,910 6,337 $ $51.90 Reader s Digest 9% 6% 13% 6% 8% 5% 12% 6% 35% ,367 10,933 $ $32.07 Newsweek 6% 9% 5% 9% 6% 8% 5% 7% 45% ,084 2,330 $ $93.39 Parade 4% 4% 5% 4% 11% 9% 13% 10% 40% ,930 29,566 $ $27.62 Fortune 6% 10% 7% 10% 5% 7% 4% 6% 45% , $ $ Data source: Case writer estimates. *Reach multiplier is calculated by summing the product of the weights and performance for each category. Unweighted reach was obtained by multiplying average circulation by a factor to account for pass-along copies. We estimated this factor to be 1.3 for all magazines. Unweighted reach reach multiplier equals weighted reach. **The target group CPM was calculated by dividing the cost per insertion shown in Table 5 by the weighted reach. Dividing this total by the impact factor yields the target weighted CPM. Target Wtd CPM

13 -13- UVA-M-0812 Exhibit 5 MEDIA PLANNING FOR PFEIFER S FINE OLIVE OIL Timing of Media Expenditures The planning of media exposures over time illustrates the important role that different time periods such as individual seasons, day of the week or month, or even time of day can play in the decision-making process of how to best allocate media expenditures. Over longer time periods, there are three common patterns of media scheduling: continuous, flighting, and pulsing (see figure below). A continuous effort has relatively constant expenditures on advertising across the entire campaign. In contrast, flighting features variation in the media pattern across the campaign, with some time periods receiving no advertising. A strategy of pulsing, or waving, features variation in the level of advertising across the campaign similar to flighting, but with at least some advertising during every time period. Sometimes the wave approach is not always possible in practice. Factors that affect the timing of media include seasonal sales variations, product life cycles, repurchase cycles, and competitive advertising patterns. 1 Adapted from Barban, Cristol, and Kopec, 56. Advertisers arguing for a pulsing or flighting schedule might base this argument on the need to achieve effective frequency (and avoid wasting money). Advertisers preferring a continuous schedule might base their arguments on recency. The latter may believe that how recent the advertising exposure occurred prior to the purchase occasion is an important 1 Arnold M. Barban, Steven M. Cristol, and Frank J. Kopec, Essentials of Media Planning, 3 rd ed., (Lincolnwood, IL: NTC Business Books, 1993), 55 56, 64.

14 -14- UVA-M-0812 determinant of effectiveness. In general, concerning the timing of advertisements, many advertisers desire to have consumers exposed to advertisements as close as possible to the time of the purchase decision. Whereas a campaign based on frequency will feature heavy advertising over a short time period, a campaign following a recency model using the same monetary investment will attempt to spread its message and maintain awareness over a longer period of time. 2 2 Nick Andrews, What Every Independent Radio Producer Should Know: Media Recency, May 4, 2000, (accessed December 6, 2001).

15 -15- UVA-M-0812 Exhibit 6 MEDIA PLANNING FOR PFEIFER S FINE OLIVE OIL Margarine Use by Female Homemakers, Spring 2000 from Mediamark Research Inc. Dairy: Margarine, Spring 2000 US pop. All margarine users Light < 3 lbs. last 30 days Medium 3 4 lbs. last 30 days Heavy > 4 lbs. last 30 days Report base: Female Homemakers total 000 % dwn 000 % dwn % acrs index 000 % dwn % acrs index 000 % dwn % acrs index 000 % dwn % acrs index Total Women % Graduated College % Attended College % Graduated High School % Did Not Graduate High School % % % % % % or over % H/D Income $75,000 or more % H/D Income $60,000 $74, % H/D Income $50,000 $59, % H/D Income $40,000 $49, % H/D Income $30,000 $39, % H/D Income $20,000 $29, % H/D Income $10,000 $19, % H/D Income Less than $10, % County Size A % County Size B % County Size C % County Size D % Marital Status: Single % Marital Status: Married % Marital Status: Other % White % Black % Source: Mediamark. Note that this data is only collected and reported by Mediamark for female homemakers. No such data is available from Mediamark for the male adult population.

16 -16- UVA-M-0812 Exhibit 7 MEDIA PLANNING FOR PFEIFER S FINE OLIVE OIL Performance of Selected Media Vehicles indexing Grp 1: Male A+B >50K +45 Grp 2: Male C+D >50K +45 Grp 3: Male A+B <50K +45 Grp 4: Male C+D <50K +45 percentages Grp 5: Female A+B >50K +45 Grp 6: Female C+D >50K +45 Grp 7: Female A+B <50K +45 Grp 8: Female C+D <50K +45 total adults Cnty Cnty Inc. > Inc. < Age Grp 9: Report base: ADULTS 000 men female A+B C+D 50K 50K 45+ Other Online Srvcs: Microsoft TV Daytime: 9:00a 4p TV Early News: 7:30p 8p TV Prime Time: 8:00p 11p TV Late Fringe: 11:30p 1a Better Homes & Gardens BusinessWeek Cooking Light Family Circle Fortune Modern Maturity Newsweek New York Times (Daily) New Yorker Parade People Reader's Digest Road & Track Sports Illustrated Time TV Guide USA Today USA Weekend Wall Street Journal CNN ESPN Food Network Lifetime QVC The Weather Channel Radio: Dow Jones / WSJ Radio: Rush Limbaugh Radio: Premiere AM Drive Radio: Premiere Core Radio: Westwood-CBS Data source: Mediamark Research Inc., 2000, and some case writer estimates.

17 -17- UVA-M-0812 Exhibit 7 (continued) Target Group; Media Vehicle Frequency and Cost total adults 000 % down total men 000 % down % across index total women 000 % down % across index Report base: ADULTS All Adults % % 48.0% % 52.0% % % 49.5% % 50.5% % % 46.1% % 53.9% 104 Income > $50, % % 51.6% % 48.4% 93 Income < $50, % % 45.0% % 55.0% 106 County Size A % % 48.1% % 51.9% 100 County Size B % % 47.8% % 52.2% 100 County Size C % % 48.0% % 52.0% 100 County Size D % % 48.1% % 51.9% 100 Data source: Mediamark Research Inc., Magazine Yearly Frequency 4-color, Full Page Network Television 30-sec, CPM Better Homes & Gardens 12 $296,000 Daytime (M F 9a 4p) $4.36 BusinessWeek 52 $94,800 Early News (M F 6:30 7p) $6.25 Cooking Light 11 $63,600 Prime Time (M S 8 11p) $12.34 Family Circle 17 $206,860 Late Fringe (M F 11:30p 1a) $9.99 Fortune 24 $104,800 Cable Television 30-sec, CPM Modern Maturity 6 $270,000 CNN $6.25 Newsweek 52 $174,075 ESPN $4.75 New Yorker 52 $54,940 Food Network $4.25 Parade 52 $735,000 Lifetime $4.90 People 52 $175,950 QVC $5.46 Reader s Digest 12 $210,400 The Weather Channel $5.50 Road and Track 12 $81,660 Network Radio 30-sec, CPM Sports Illustrated 52 $203,000 Dow Jones / WSJ $7.50 Time 52 $202,000 Rush Limbaugh $6.00 TV Guide 52 $145,000 Premiere AM Drive $6.75 Yearly Premiere Core $6.50 National Newspapers Frequency. B&W Full Page Wall Street Journal 365 $162,557 Westwood-CBS $7.00 New York Times 365 $130,410 Online Advertising Banner Ad USA Today (Weekend) 52 $82,920 Microsoft Network MSN home $10 CPM USA Today (Mon Thurs.) 208 $69,620 Data sources: Marketer s Guide to Media 2001, case writer estimates, and the Web sites of the vehicles (data accessed 2001).