IKEA

Media
Media
PlanPlan
Overview
Prepaired by Victoria Gatewood; March 3, 2014

Media Buy Overview

Media Vehicle

Television
Property Virgins
Love It Or list It
Total/AVG

No. of
Insertions

Total Costs

CPM

24 $
24 $
24 $

180,694 $
173,725 $
354,419 $

17.49
17.49
17.49

35
30
25
65

$
$
$
$

177,678
246,576
95,700
519,954

$
$
$
$

4.98
8.49
9.98
23.46

2
2
3
3
3
2
15

$
$
$
$
$
$
$

175,200
210,200
12,600
14,100
75,900
10,156
498,156

$
$
$
$
$
$
$

57.03
20.96
27.45
37.30
21.44
25.39
31.59

6
4
6
4
20

$
$
$
$
$

134,520
41,520
62,280
33,648
271,968

$
$
$
$
$

10.81
7.18
13.00
14.59
15.45

900
200
200
600
1200
200
800
900
750
900
1,800

$
$
$
$
$
$
$
$
$
$
$

6,858
2,038
1,524
6,114
9,144
1,524
6,096
9,171
7,643
9,171
59,283

$
$
$
$
$
$
$
$
$
$
$

0.96
14.15
1.83
3.40
81.64
4.35
0.36
34.35
4.73
72.79
21.21

Radio
New York -- WLTW-FM
Los Angeles -- WFPG-FM
Philadelphia -- WBEB-FM
All Radio Totals/AVG
Magazines
Elle Dcor
HOME Magazine
New York Living
California Home and Design
Dwell
Greater Philadelphia House & Home Magazine
Total/AVG Magazines
Newspapers
New York Times
Los Angeles Times
Los Angeles Times
Philadelphia Inquirer
Total/AVG Newspaper
Internet
HGTV.com/decorating
traditionalhome.com
allmodern.com
homedecorators.com
dwell.com
housebeautiful.com
houzz.com
bhg.com/decorating
wayfair.com/homedecor
elledecor.com
Banners Total/AVG
Google
Google Search, AdWords

55,700 $

281,453 $

4,915

Total/AVG

55,800 $

1,985,232 $

836.36

IKEA Media Plan

Prepaired by Victoria Gatewood; March 3, 2014

Magazine Placements

Cost Per Ad Ad Size Ad Posistion Insertions

Total
Campaign
Cost

$ 87,600
$ 105,100
$ 4,200
$ 4,700
$ 25,300
$ 5,078

$
$
$
$
$
$

Number of

Magazine Name
Elle Dcor
HOME Magazine
New York Living
California Home and Design
Dwell
Greater Philadelphia House & Home Magazine
Magazine Totals/AVG

1 Page
1 Page
1 Page
1 Page
1 Page
1 Page

4th Cover
2nd Cover
Inside
Inside
Inside
2nd Cover

2
2
3
3
3
2

175,200
210,200
12,600
14,100
75,900
10,156

15 $ 498,156
(total)
(total)

PassTotal
Circulati Along Audience
on (000) Estimate
(000)

CPM

512
1,003
51
42
295
50

3
5
3
3
4
4

1,536
5,015
153
126
1,180
200

$
$
$
$
$
$

57.03
20.96
27.45
37.30
21.44
25.39

1,953
(total)

4
(avg)

8,210 $ 31.59
(total)
(avg)

IKEA Media Plan

Prepaired by Victoria Gatewood; March 3, 2014

Newspaper Placements

Publication Name
New York Times
Los Angeles Times
Los Angeles Times
Philadelphia Inquirer
Newspaper Totals/AVG

Day of
Week
Thursday
Thursday
Saturday
Friday

Section
House & Home

Home
Home
Home &Design

Ad Size
(col.in.)
20
12
12
12

Cost/Col.
Inch
$ 1,121
$
865
$
865
$
701

20
$
(avg)

Cost Per
Ad
$ 22,420
$ 10,380
$ 10,380
$ 8,412

896 $ 18,107
(avg)
(avg)

Total
Number
Passof
Circulation Along Audience
Estimate
Insertions Total Cost
(000)
(000)
6
4
6
4

$ 134,520
$ 41,520
$ 62,280
$ 33,648

1,037
723,181
399,369
288,270

20
$ 271,968 1,411,857
(total)
(total)
(total)

2
2
2
2

CPM
$ 2,074 $ 10.81
$ 1,446 $ 7.18
$
799 $ 13.00
$
577 $ 14.59

2
$ 4,896 $ 15.45
(avg)
(total)
(avg)

IKEA Media Plan

Prepaired by Victoria Gatewood; March 3, 2014

Radio Placements

Radio Station
New York -- WLTW-FM
Los Angeles -- WFPG-FM
Philadelphia -- WBEB-FM
All Radio Totals/AVG

Format
Adult Contemporary
Adult Contemporary
Adult Contemporary

Daypart Rating
AM
6.5
PM
8.8
AM
8.8
7.65
(avg)

Rating Persons 12+ Listeners of

(%)
in Market
Station
6.5% 15,669,500 1,018,518
8.8% 10,999,100
967,921
8.8% 4,357,600
383,469

Cost
Per
Point
(CCP)
$ 781
$ 934
$ 435

Cost Per
:60 Ad
$ 5,077
$ 8,219
$ 3,828

No. of
Inserti
ons
35
30
25

Total Costs
$ 177,678
$ 246,576
$ 95,700

2,369,907 $ 717 $ 5,708

65 $ 519,954
(total) (avg)
(avg) (total)
(total)

CPM
$ 4.98
$ 8.49
$ 9.98
$ 23.46
(total)

IKEA Media Plan

Prepaired by Victoria Gatewood; March 3, 2014

Television Placements

TV Program
Property Virgins
New York
Los Angeles
Philadelphia
Property Virgins Total/AVG
Love It or List It
New York
Los Angeles
Philadelphia
Love It or List It Total/AVG
All TV Totals/AVG

Rating
Rating
%

TV HH in
Market

HH
Viewing
Program

Total
Cost Per
No. on
Vieweres Point Cost Per Inserti
#/HH
(000)
(CPP)
:30 Ad
ons Total Cost

1.4
1.2
1

1.4%
1.2%
1%

7,366,950
5,611,110
2,941,450

103,137
67,333
29,415
199,885

2.5
2.5
2.5

258
168
74
500

$ 2,178
$ 3,265
$ 1,277
$ 2,240

$
$
$
$

3,049
3,918
1,277
2,748

32
16
16
24

$ 97,574
$ 62,688
$ 20,432
$ 180,694

1.3
1.2
1

1.3%
1.2%
1.0%

7,366,950
5,611,110
2,941,450

95,770
67,333
29,415
192,518

2.5
2.5
2.5

239
168
74
481

$ 2,178
$ 3,265
$ 1,277
$ 2,240

$
$
$
$

2,831
3,918
1,277
2,675

32
16
16
24

$ 90,605
$ 62,688
$ 20,432
$ 173,725

392,403
(total)

981 $ 2,240 $ 2,711

(total)
(avg)
(avg)

24 $ 354,419
(avg)
(total)

CPM
$
$
$
$

11.83
23.28
17.37
17.49

$
$
$
$

11.83
23.28
17.37
17.49

$ 17.49
(total)

IKEA Media Plan

Prepaired by Victoria Gatewood; March 3, 2014

Internet Placements

Web Sites
HGTV.com/decorating
elledecor.com
traditionalhome.com
allmodern.com
homedecorators.com
dwell.com
housebeautiful.com
houzz.com
bhg.com/decorating
wayfair.com/homedecor
Banners Total/AVG

Cost/1,000
Impressions
$
7.62
$
10.19
$
10.19
$
7.62
$
10.19
$
7.62
$
7.62
$
7.62
$
10.19
$
10.19

Total
Impressions/
Month (000)
300
300
100
100
200
300
100
200
300
250

Total
Cost/Mo
nth
$ 2,286
$ 3,057
$ 1,019
$ 762
$ 2,038
$ 2,286
$ 762
$ 1,524
$ 3,057
$ 2,548
$ 5,343
(total)

No. of
Months
3
3
2
2
3
4
2
4
3
3

Total No. of
Impressions
900
900
200
200
600
1,200
200
800
900
750

Total Costs
$
6,858
$
9,171
$
2,038
$
1,524
$
6,114
$
9,144
$
1,524
$
6,096
$
9,171
$
7,643

1,800 $
(total)

59,283
(total)

No. of Unique
Visitors/Month
(000)
2,374
42
72
417
599
28
175
4,214
89
539

$
$
$
$
$
$
$
$
$
$

855 $
(avg)

CPM
0.96
72.79
14.15
1.83
3.40
81.64
4.35
0.36
34.35
4.73
21.21
(avg)

IKEA Media Plan

Prepaired by Victoria Gatewood; March 3, 2014

Internet Google Placements

Keywords/Keyphrases
Modern furniture
Cheap Furniture
Home decorating
Affordable furniture
Affordable appliances
Eco-friendly furniture

Cost Per
Click (CPC)
$
5.37
$
4.78
$
3.87
$
5.59
$
5.70
$
4.18

Google Totals/AVG

4.91
(avg)

Total Clicks
per Month
6,000
5,000
2,000
900
3,000
1,000
17,900
(total)

Number of
Months
4
3
3
3
2
2

Total Clicks
24,000
15,000
6,000
2,700
6,000
2,000

Total Cost
$ 128,880
$
71,700
$
23,220
$
15,093
$
34,200
$
8,360

55,700 $
(total)

$
$
$
$
$
$

281,453 $
(total)

CPM (CPC)
5,370
4,780
3,870
5,590
5,700
4,180
4,915
(avg)

IKEA Media Plan

Prepaired by Victoria Gatewood; March 3, 2014

Campaign Schedule

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Week 1

Week 2

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Week 3

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Week 2

Week 4

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July

Week 1

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June
Week 3

Week 1

Week 4

Week 3

May
Week 2

Television
Property Virgins
Love It Or list It
Radio
New York -- WLTW-FM
Los Angeles -- WFPG-FM
Philadelphia -- WBEB-FM
Magazines
Elle Dcor
HOME Magazine
New York Living
California Home and Design
Dwell
Greater Philadelphia House & Home Magazine
Newspapers
New York Times
Los Angeles Times
Los Angeles Times
Philadelphia Inquirer
Internet
HGTV.com/decorating
traditionalhome.com
nnyliving.com/home
homedecorators.com
housebeautiful.com
houzz.com
bhg.com/decorating
wayfair.com/homedecor
elledecor.com
Google
Modern furniture
Cheap Furniture
Home decorating
Affordable furniture
Affordable appliances
Eco-friendly furniture

Week 2

Week 1

April

X
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X

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