Media Buying Research

Media Buying Media Buying ResearchResearchConducted By:Conducted By:

Nathan RigbyNathan RigbyBrigham CurranBrigham CurranBrandon GibbBrandon Gibb

BackgrounBackgroundd

Began transmitting as an Began transmitting as an independent station in 1989independent station in 1989

Purchased by Larry H. Miller in Purchased by Larry H. Miller in 1993 and changed the call letters to 1993 and changed the call letters to KJZZKJZZ

Flagship station for the Utah Jazz Flagship station for the Utah Jazz and broadcast partner with and broadcast partner with University of Utah athletic eventsUniversity of Utah athletic events

OutlineOutline

Objectives and Key QuestionsObjectives and Key Questions

Research MethodsResearch Methods

LimitationsLimitations

FindingsFindings

Conclusions and RecommendationsConclusions and Recommendations

Objectives and Key Objectives and Key QuestionsQuestions

1.1. What are the basic demographics of What are the basic demographics of TV and media buyers?TV and media buyers?

2.2. What are the determining factors of What are the determining factors of buying TV advertising?buying TV advertising?

3.3. What are the most important What are the most important qualities in an account executive?qualities in an account executive?

4.4. Who are the dominant local TV Who are the dominant local TV stations in the following areas: stations in the following areas: Programming, Price, Ratings, and Programming, Price, Ratings, and Account Executives?Account Executives?

Research Research MethodsMethods

Phone survey to local media buyersPhone survey to local media buyersIncluded ranking numeric questions and Included ranking numeric questions and open ended one-on-one interviewsopen ended one-on-one interviews

Survey of KJZZ sales representatives Survey of KJZZ sales representatives for comparison of attitudesfor comparison of attitudes

Statistical significance testing and Statistical significance testing and analysisanalysis

LimitationsLimitations

Media buyers availability and Media buyers availability and willingnesswillingness

Sample sizeSample size

Media mentalityMedia mentality

Not anonymous surveyNot anonymous survey

FindingsFindings

Objective 1:Objective 1:DemographicsDemographics

Average age of buyers: 38.5 yearsAverage age of buyers: 38.5 years

Average time buying media: 11.6 Average time buying media: 11.6 yearsyears Gender of Buyer

Male48%

Female52%

DemographicsDemographicsAdvertising Media Breakdown

print21%

tv42%

signs4%

radio 30%

other1%

mail2%

Objective 2:Objective 2:Determining Determining

FactorsFactorsWhat are the major strengths and weaknesses of What are the major strengths and weaknesses of

TV advertising?TV advertising?Comments from interviews:Comments from interviews:

Pro TV advertisingPro TV advertisingTV reaches a huge audienceTV reaches a huge audienceEmotional appealEmotional appealDemographic specificDemographic specificEfficient—make the phone ringEfficient—make the phone ringBuilds brand imageBuilds brand image

Weaknesses of TVWeaknesses of TVCostCostRadio is more efficientRadio is more efficientDifficult to trackDifficult to trackToo many stationsToo many stationsChannel hoppingChannel hopping


FactorsFactors

5.96

4.24

5.96

4.56

2.96

6.445.56

4.12 3.96

0

1

2

3

4

5

6

7

Impo

rtance

(7 is V

ery

Im

port

ant)

Factor

Factors Affecting Media Buying


FactorsFactors

2.28

0.4

2.04

0.480.36

2.72

1.52

0.200

0.5

1

1.5

2

2.5

3

Importance (Scale of 1-4)

Factors

Factors of Buying

Influencing Influencing FactorsFactors

Which factors are most important?Which factors are most important?PricePriceRatingsRatingsProgrammingProgrammingValue AddedValue Added

Which factors are not important?Which factors are not important?IncentivesIncentives

What about the other factors?What about the other factors?Not statistically significantNot statistically significant

Influencing Influencing FactorsFactors

Influencing Factors Compared

0

1

2

3

4

5

6

7

Ave

rage

Ran

king

KJZZ

Buyers

IncentivesIncentives

What the survey What the survey said: significantly said: significantly lower on the lower on the importance scale.importance scale.

What KJZZ said: What KJZZ said: 4.004.00

RealitiesRealitiesOne buyer admitted One buyer admitted to being influenced to being influenced by incentivesby incentives

Comparison of Views:Incentives

2.96

4

00.5

11.52

2.53

3.54

4.5

Buyers KJZZ

Objective 3:Objective 3:Account Account

ExecutivesExecutivesAccount Executive Attributes

1.4

5.12

5.68

4.84

6

6.56

0

1

2

3

4

5

6

7

Attribute

Import

ance

(7 is

Very

Im

port

ant)

Account Account ExecutivesExecutives

Account Executive Attributes

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

Gender Experience Knowledge Creativity Availability Attention toDetail

Ave

rag

e R

anik

ing

KJZZ

Survey


What do buyers feel is important in What do buyers feel is important in an AE?an AE?

Attention to detailAttention to detail

What do buyers feel is unimportant?What do buyers feel is unimportant?GenderGender

KJZZ Sales Reps agreeKJZZ Sales Reps agree


Ranking of Important AE Factors

2.56

3.44

2.67

1.78

3.46

2.71

1.961.88

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

Personality Experience Knowledge Trust

Ave

rag

e R

an

kin

g

(1 is B

est)

KJZZ

Survey


Personality is the only attribute that Personality is the only attribute that had a mean ranking that was had a mean ranking that was significantly lowersignificantly lower

Personality is the least important (besides Personality is the least important (besides age and gender)age and gender)

According to KJZZAccording to KJZZSales people thought knowledge was less Sales people thought knowledge was less importantimportant

They thought personality was more They thought personality was more importantimportant


How often should you be in personal contact?How often should you be in personal contact?Every two weeksEvery two weeks

Frequency of Personal Visits

Daily0%

Bimonthly36%

Monthly48%

Every 6 Months16% Weekly

Longer


How often should How often should you contact via you contact via telephone?telephone?

Twice a monthTwice a month

According to KJZZ:According to KJZZ:Visit twice a month, Visit twice a month, call weeklycall weekly

Account Executive Frequency of Phone Calls

Daily0%

Longer0%

Every 6 Months4%

Twice a Month40%

Monthly28%

Weekly28%

Account Executive Account Executive RankingsRankings

Weak correlation between AE Weak correlation between AE ranking and percent of budget spent ranking and percent of budget spent on a stationon a station

Indicates that AE is a determining Indicates that AE is a determining factor in sales but not strongly relatedfactor in sales but not strongly related

Objective 4:Objective 4:Dominant StationsDominant Stations

Programming

4.565

5.52

4.444.88

3.84

0

1

2

3

4

5

6

KTVX KUTV KSL KJZZ FOX WB

Rank

ing

Ratings

4.8 4.92

5.76

4.365.04

3.44

0

1

2

3

4

5

6

7


Ave

rage

Ran

king

KSL dominates in programming and KSL dominates in programming and ratingsratings

Dominant Dominant StationsStations

KJZZ is perceived to be the leader in KJZZ is perceived to be the leader in priceprice

Price

4.684.44 4.36

5.68

4.64 4.6

0

1

2

3

4

5

6


Ave

rage

Ran

king

Conclusions and Conclusions and RecommendationsRecommendations

Price is important, but price leadership Price is important, but price leadership alone does not result in sales leadershipalone does not result in sales leadership

Evaluate price and find ways to make CCP (cost Evaluate price and find ways to make CCP (cost per point) more competetiveper point) more competetive

Incentives are not as influential as we thinkIncentives are not as influential as we thinkReconsider incentive strategyReconsider incentive strategyUse as a sales tool, not a perkUse as a sales tool, not a perk

Account Executives need trainingAccount Executives need trainingEmphasize attention to detailEmphasize attention to detailAE would benefit by increased knowledgeAE would benefit by increased knowledgePersonal visits monthly, phone calls every 2 Personal visits monthly, phone calls every 2 weeksweeks

Conclusions and Conclusions and RecommendationsRecommendations

KSL is the industry leader in KSL is the industry leader in programming and ratingsprogramming and ratings

Try to improve ratings and Try to improve ratings and programming—look into a news programming—look into a news programmingprogramming

Educate sales staffEducate sales staffHelp them understand buyer’s Help them understand buyer’s perceptionsperceptions

Continue researchContinue research

Thank You!Thank You!

Media Buying Research

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