Media Plan For Scheels

Media Plan for Scheels
N. Bryce Johnston - April 9, 2013
Media Buy Overview

Media Vehicle
No. of
Insertions
Total Cost
CPM
Magazine
Bicycling Magazine
Mountain Bike
BIKE
Adventure Cyclist
American Bicyclist
Triathlete
Mountain Bike Action
MAGAZINE TOTALS/AVG
4
8
4
4
4
4
4
32
$214,420
$128,560
$35,960
$11,420
$11,664
$32,472
$26,884
$461,380
$18.72
$17.28
$24.97
$11.07
$23.33
$20.50
$15.14
$18.72
Newspaper
St. Louis Post-Dispatch
Green Bay Press-Gazette
Des Moines Register
Ames Tribune
NEWSPAPER TOTALS/AVG
16
16
8
16
56
$166,317
$36,528
$59,232
$12,790
$274,867
$12.43
$14.45
$15.62
$30.74
$18.31
Radio
St. Louis - WXOS Summary
Green Bay - WNFL
Des Moines - KXNO
Des Moines - KBGG
RADIO TOTALS/AVG
712
208
612
288
1,820
$221,376
$13,728
$65,974
$11,664
$312,742
$6.04
$28.12
$10.53
$9.67
$13.59
320
306
626
$68,736
$40,280
$109,016
$6.78
$6.78
$6.78
(000)
800
1,200
400
400
200
1,000
1,400
600
6,000
$4,672
$12,228
$2,336
$2,336
$2,038
$10,190
$8,176
$3,504
$45,480
$26.55
$23.34
$8.23
$8.23
$33.97
$34.90
$12.09
$20.37
$20.96
7,300
2,534
$54,807
$1,258,292
$7,371
$14.35
Television
The Biggest Loser
Tour de France
TELEVISION TOTALS/AVG
Internet
CyclingNews.com
Bicycling.com
ESPN.com/Olympics/Cycling
ESPN.com/Sports/Endurance
Bikely.com
MapMyRide.com
MTBR.com
SingleTracks.com
INTERNET TOTALS/AVG
Google Search
AdWords
Total/AVG*
*Insertions and CPM exclude Internet and Google keywords.

Magazine Placements
Magazine Name
Cost Per Ad
Bicycling Magazine
Mountain Bike
BIKE
Adventure Cyclist
American Bicyclist
Triathlete
$53,605
$16,070
$8,990
$2,855
$2,916
$8,118
$6,721
Magazine Totals/Avg
$15,426
Ad Size
Ad Position
Number of
Insertions
1 page
1 page
1 page
1 page
1 page
1 page
1 page
3rd cover
Inside
3rd cover
4th cover
4th cover
Inside
4th cover
4
8
4
4
4
4
4
$214,420
$128,560
$35,960
$11,420
$11,664
$32,472
$26,884
409
155
60
43
25
66
74
7
6
6
6
5
6
6
2,863
930
360
258
125
396
444
$18.72
$17.28
$24.97
$11.07
$23.33
$20.50
$15.14
32
$461,380
832
6.0
5,376
$18.72
$19,000
$378,480
40
2,034
5
8
200
16,272
$23.75
$7.75
Total Campaign
Cost
Circulation
(000)
Pass-along
Estimate
Total Audience
(000)
CPM
Magazines Considered But Not Used

Inside Triathlon
ESPN the Magazine
4,750 1/2 pg. spread

126,160
1/2 page
Inside
Inside

Newspaper Placements
Publication Name
Des Moines Register
Ames Tribune
Newspaper Totals/Avg.
Day of Week
Sunday
Sunday
Sunday
Saturday
Ad Size (Col. Cost/Col.

In.)
Inch
Section
Sports
Sports
Sports
Sports
Cost Per Ad
Number of
Insertions
Total Cost
Circulation
(000)
PassAlong
Total
Audience
(000)
CPM
20
20
24
32
$519.74
$114.15
$308.50
$24.98
$10,395
$2,283
$7,404
$799
16
16
8
16
$166,317
$36,528
$59,232
$12,790
418
79
237
13
2
2
2
2
836
158
474
26
$12.43
$14.45
$15.62
$30.74
24
$241.84
$6,694
56
$274,867
747
1,468
$14.17

Radio Placements
Program
St. Louis - WXOS
St. Louis - WXOS
St. Louis - WXOS Summary
Green Bay - WNFL
Des Moines - KXNO
Des Moines - KBGG
Radio Totals/AVG
Format
Daypart
Sports
Sports
AM
PM
Sports
Sports
Sports
PM
AM
PM
Rating
2.4
2.4
2.4
1.1
2.2
0.9
1.7
Rating (%)
2.4%
2.4%
2.4%
1.1%
2.2%
0.9%
Persons 12+
in Market
2,210,800
2,210,800
2,210,800
213,400
465,400
465,400
Listeners of
Station
Cost per Cost per :60 No. of

Point
ad
Insertions
53,059
53,059
53,059
2,347
10,239
4,189
$124
$143
$134
$60
$49
$45
$297.60
$343.20
$320.40
$66.00
$107.80
$40.50
69,834
$84
$171.02
504
208
712
208
612
288
1,820
Total Cost
CPM
(Listeners)
$149,990
$71,386
$221,376
$13,728
$65,974
$11,664
$5.61
$6.47
$6.04
$28.12
$10.53
$9.67
$312,742
$12.08

Television Placements
Program
The Biggest Loser
St. Louis
Des Moines
Green Bay
The Biggest Loser Totals/AVG
Tour de France
St. Louis
Des Moines
Green Bay
Tour de France Totals/AVG
Television Totals/AVG
Rating
Rating %
TV HH in
Market
HH viewing
program
#/HH
Total
Viewers
(000)
Cost per
point
Cost per
:30 ad
No. of
Insertions
Total Cost
CPM
(Viewers)
2.0
2.0
2.0
2.0%
2.0%
2.0%
1,228,980
417,900
437,200
24,580
8,358
8,744
41,682
2.5
2.5
2.5
61
21
22
104
$217
$69
$73
$120
$434.00
$138.00
$146.00
$239.33
80
128
112
320
$34,720
$17,664
$16,352
$68,736
$7.06
$6.60
$6.68
$6.78
1.1
1.1
1.1
1.1%
1.1%
1.1%
1,228,980
417,900
437,200
13,519
4,597
4,809
22,925
2.5
2.5
2.5
34
11
12
57
$217
$69
$73
$120
$238.70
$75.90
$80.30
$131.63
102
102
102
306
$24,347
$7,742
$8,191
$40,280
$7.06
$6.60
$6.68
$6.78
162
$120
$185.48
626
$109,016
$6.78
64,606

Internet Placements
Web Sites
CyclingNews.com
Bicycling.com
Bikely.com
MapMyRide.com
MTBR.com
SingleTracks.com
Internet Totals/AVG
Cost/1,000
impressions
$5.84
$10.19
$5.84
$5.84
$10.19
$10.19
$5.84
$5.84
Total
Impressions/
month (000)
Total cost/ month No. of Months
200
$1,168
4
300
$3,057
4
100
$584
4
100
$584
4
50
$510
4
250
$2,548
4
350
$2,044
4
150
$876
4
$11,370
Total No. of
Impressions
(000)
800
1,200
400
400
200
1,000
1,400
600
6,000
Total Cost
$4,672
$12,228
$2,336
$2,336
$2,038
$10,190
$8,176
$3,504
Unique
Visitors/ month
(000)
44
131
71
71
15
73
169
43
CPM
$26.55
$23.34
$8.23
$8.23
$33.97
$34.90
$12.09
$20.37
$45,480
77
$20.96

Google Keyword-based Search Buys
Google Keyword-based Ads

bike helmets
bike shorts
bike trails
mountain bike trails
GT bikes
Trek bikes
Cannondale bikes
cycling trails
cycling
mountain biking
bicycles
triathlons
Google Totals/AVG
Cost per Click

(CPC)
$4.29
$3.83
$8.04
$8.54
$2.52
$8.18
$3.82
$10.51
$12.58
$8.86
$3.81
$13.47
$7.37
Total Clicks
Number of
per Month
Months
200
3
100
3
500
4
250
3
100
2
50
2
50
2
300
4
100
4
100
3
300
4
50
3
2,100
Total Clicks
600
300
2000
750
200
100
100
1200
400
300
1200
150
7,300
Total Cost
$2,574
$1,149
$16,080
$6,405
$504
$818
$382
$12,612
$5,032
$2,658
$4,572
$2,021
CPM (CPC)
$4,290
$3,830
$8,040
$8,540
$2,520
$8,180
$3,820
$10,510
$12,580
$8,860
$3,810
$13,470
$54,807
$7,371

Campaign Schedule
Radio
St. Louis - WXOS
Green Bay - WNFL
Des Moines - KXNO
Des Moines - KBGG
Television
The Biggest Loser
Tour de France
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Week 2
Week 1
Week 4
Week 3
Week 2
July
x
x
x
x
x
x
x
x
x
x
x
Week 1
Week 4
Week 3
Week 2
Week 1
Week 4
Week 3
x
x
x
x
x
x
x
June
Week 4
Newspaper
Des Moines Register
Ames Tribune
May
Week 3
Magazine
Bicycling Magazine
Mountain Bike
BIKE
Adventure Cyclist
American Bicyclist
Triathlete
Week 2
Week 1
April
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x

Campaign Schedule (ctd.)

Internet
CyclingNews.com
Bicycling.com
Bikely.com
MapMyRide.com
MTBR.com
SingleTracks.com
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x

Media Plan For Scheels

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Media Plan For Scheels

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Media Plan for Scheels

N. Bryce Johnston - April 9, 2013

Media Buy Overview

*Insertions and CPM exclude Internet and Google keywords.