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Nielsen Ad Intel—Local Newspaper Reports 1

For assistance, please call the Nielsen Solutions Center at 1-800-423-4511. Copyright © 2015 The Nielsen Company (US), LLC. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of The Nielsen Company (US), LLC.

Prospecting Reports

1.) Share of Media

2.) Zero Share of Business

3.) Exclusive Share of Business

4.) Low Share of Business

5.) Share of Business vs. Share of Voice

6.) Top Spenders

7.) Highest CPM, Cost Per Thousand

8.) Spot TV Spending Growth

9.) Trend by Brand, Product Category or Media Type

10.) Prospecting Trend: New Advertisers

11.) Prospecting Trend: Who Stopped Advertising?

Research Reports

12.) Brand Trend by TV Program Type

13.) Brand Trend by TV Daypart

14.) Brand Schedule with Creative

15.) Newspaper Brand Schedule

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s i ks i i s i i is

Nielsen Ad Intel

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Nielsen Ad Intel Local Newspaper Reports

Share of Media Show the Expenditures and Share of a specific Brand in your market for a specific period.

What does this report tell me?

• Did this brand advertise during this period?

• How much money did they place in the media during the period?

• On what media did they place their buy? Was it mostly in Local Newspaper, TV or other media?

• How much share did Local Newspaper receive?

• How much did my client’s competitor place in each media type?

Fancy Store-Dept placed 94% of their expenditures in Local Newspaper during this period.

fancy store-dept

Units

1213

9

53

1151

3.5% 0.7% 0% 0% 4.4% 0% 94.9% 0%

$$$ (000) 1525.5 0.7 1425.9 98.9 6.7% <0.1% 0% 0% 93.5% 0% 6.5% 0%

Report Specifications used to create this report

Market: Select desired market Media Type: Select desired media types Report Layout: Column = Media

Row = Brand Alternate Row = Brand, Distributor (provides detail of the stations/newspapers/etc. as rows)

Report Period: Standard Calendar based dates Measures: Units, Dollars

Product Selection: FANCY STORE-DEPT (Brand)

Note Turn this into a Prospecting report by utilizing the sorts and constraints features described in the following pages.








Zero Share of Business Show the specific Brands that are not advertising in a specific newspaper.


• What brands are advertising in the market, but not giving my newspaper any share of the buy?

• On what media and distributor are these brands spending their advertising dollars?

• How much money is placed in the market that my newspaper receives zero percent of the business?

Truly Honest Law Firm, Big Money Lottery and Tech College spent zero dollars on my newspaper during this period. Why are they not advertising on Local Newspaper?

Brand total

gothaM heraLd

wBBy

(BBB)

wccy

(CCC)

wddy

(DDD)

weey

(EEE)

wffy

(FFF)

truLy honest Law fIrM

0%

60

49

81

105

113 Units 408

3.1% 14.7% 12.0% 19.9 25.7% 27.7%

$$$ (000) 627.2 219.4 77.1 71.1 69.8 189.8

4.6% 0% 35.0% 12.3% 11.3% 11.1% 30.3%

BIg Money Lotter y Units 276 61 30 70 96 19

2.1% 0% 22.1% 10.9% 25.4% 34.8% 6.9%

$$$ (000) 346.2 143.3 39.3 89.2 54.0 20.4

2.5% 0% 41.4% 11.4% 25.8% 15.6% 5.9%

tech coLLege Units 115 47 16 45 7

0.9% 0% 40.9% 13.9% 39.1% 0% 6.1%

$$$ (000) 250.4 128.8 48.8 44.7 28.2

1.8% 0% 51.4% 19.5% 17.8% 0% 11.3%


Market: Select desired market Media Type: Select desired media types Report Layout: Column = Distributor

Row = Brand Report Period: Standard Calendar based dates Measures: Units, Dollars

Sorts/Constraints: Sort = Descending based on the Value of Total Dollars Constrain = Value of my Newspaper Units = 0








Exclusive Share of Business Show the specific brands that are exclusively advertising in a specific newspaper.


• What brands are placing 100% of their business in one newspaper?

• What is my competition’s exclusive list of advertisers?

• How much money went exclusively to one newspaper or station?

My Home Mortgage Services, Drive Happy Motor Sales and Savvy Legal Services put 100% of their business on Spot TV. Is advertising on one station the most efficient way to reach the client’s target audience?

Brand total

gothaM heraLd

wBBy

(BBB)

wccy

(CCC)

wddy

(DDD)

weey

(EEE)

wffy

(FFF)

My hoMe Mortgage sVcs

16

0%

0%

0%

Units 16 1.2% 0% 0% 100%

$$$ (000) 677.1 677.1 2.6% 0% 0% 100.0% 0% 0% 0%

drIVe happy Motor saLes Units 11 11

0.8% 0% 0% 100% 0% 0% 0%

$$$ (000) 631.5 631.5 2.4% 0% 0% 100% 0% 0% 0%

saVVy LegaL sVcs Units 13 13

0.9% 0% 0% 100% 0% 0% 0%

$$$ (000) 533.2 533.2 2.1% 0% 0% 100% 0% 0% 0%




Sorts/Constraints: Sort = Descending based on the Value of Total Dollars Constrain = Share of my competitor’s Units = 100








Low Share of Business Show the specific brands that are not advertising much in a specific newspaper or station.


• What brands are buying advertising, but giving my newspaper a very small share?

• Which of our clients should we revisit for developing and increasing our share?

Show brands that advertised in your newspaper, but only invested less than 10% of their budget. Should your newspaper be receiving more share? When was the last time they re-evaluated their media-mix?

Brand total

gothaM heraLd

wBBy

(BBB)

wccy

(CCC)

wddy

(DDD)

weey

(EEE)

wffy

(FFF)

saMpson auto dLrshp

1

33

49

16

14 Units 113

0.2% 0.9% 29.2% 43.4% 14.2% 0% 12.4%

$$$ (000) 437.0 40.8 93.5 152.9 98.1 51.7

0.9% 9.3% 21.4% 35.0% 22.5% 0% 11.8%

ford autos & trucks-dLr assn Units 170 1 82 43 4 40

0.4% 0.6% 48.2% 25.3% 2.4% 0% 23.5%

$$$ (000) 327.1 30.1 150.1 54.5 5.1 87.2

0.7% 9.2% 45.9% 16.7% 1.6% 0% 26.7%

gIuLIanI store-appLIance Units 155 2 35 61 11 2 44

0.3% 1.3% 22.6% 39.4% 7.1% 1.3% 28.4%

$$$ (000) 352.7 28.5 52.7 76.5 39.4 19.0 136.6

0.7% 8.1% 14.9% 21.7% 11.2% 5.4% 38.7%




Sorts/Constraints: Sort = Descending based on the Value of Total Dollars Constrain = Share of my newspaper Units ≤ 10% (Share less than or equal to 10%)








Share of Business vs. Share of Voice Compare the GRP delivery of brands to their advertising expenditures to show Over Delivery or Under Delivery of an advertising schedule.


• How are brands allocating their spending among the various television stations in the market?

• What is the GRP delivery for the spots purchased?

• Which stations are receiving a greater share of spending than their GRP delivery warrants?

• Identify accounts where an alternative media mix may provide a more cost efficient means of reaching potential customers.

Although Collman Mercedes allocated 28.8% of their money to WAAY, that station delivered only 23.6% of the GRPs. WDDY on the other hand, received 9.3% of the money and delivered 16.0% of the GRPs – 6.7% over their percentage of dollars.

Brand total waay wBBy wccy wddy weey wffy

(AAA) (BBB) (CCC) (DDD) (EEE) (FFF)

coLLMan Mercedes auto dLrshp

Units 479 60 113 71 81 105 49

3.0% 12.5% 23.6% 14.8% 16.9% 21.9% 10.2%

$$$ (000) 760.9 219.4 189.8 133.7 71.1 69.8 77.1

4.3% 28.8% 24.9% 17.6% 9.3% 9.2% 10.1%

GRP: P25-54 467.3 110.4 104.3 69.3 74.7 49.0 59.5

2.7% 23.6% 22.3% 14.8% 16.0% 10.5% 12.7%


Market: Select desired market Media Type: Spot TV Report Layout: Column = Distributor

Row = Brand Report Period: Broadcast Calendar based dates Measures: Units, Dollars

GRP = P25-54








Top Spenders Constrain report to create a list of the top ‘n’ (10, 50, 100, etc.) spending brands.


• Who were the biggest spenders in the market last quarter?

• How did these spenders allocate their money between the available media types?

Healthy Resources Hospital was the biggest overall spender. They spent an estimated $453,600, but only allocated 9.6% to the GOTHAM HERALD Newspaper.

total gothaM

heraLd wBBy (BBB)

wccy (CCC)

wddy (DDD)

heaLthy resources hospItaL Units 1178 6 302 814 56

0.4% 0.5% 25.6% 69.1% 4.8%

$$$ (000) 453.6 43.5 288.8 87.9 33.4

0.5% 9.6% 63.7% 19.4% 7.4%

haIgs harLey dLrshp Units 1721 4 216 1501

0.6% 0.2% 12.6% 87.2% 0%

$$$ (000) 437.6 56.0 223.3 158.4 0.4% 12.8% 51.0% 36.2% 0%


Market: Select desired market Media Type: All available media types Report Layout: Column = Distributor


Format Options: Exclude Direct Response and Promos/PSAs

Sorts/Constraints: Constrain = Top ‘N’ Total Dollars Value= Any number you choose.








cost per thousand.

Highest CPM, Cost Per Thousand Constrain report to create a list of top CPM brands.


• Who spent highest CPM in the market last quarter?

• How did these spenders allocate their money between the available media types?

Among those brands spending over $50,000 during this period, Trish Store-Dept paid the highest

Brand total

waay

wBBy

wccy

wddy

weey

(AAA) (BBB) (CCC) (DDD) (EEE)

trIsh store-dept Units 35 1 3 1 9 21

0.3% 2.9% 8.6% 2.9% 25.7% 60.0%

$$$ (000) 103.9 11.9 9.1 4.2 29.4 49.4

0.6% 11.4% 8.8% 4.0% 28.3% 47.5%

CPM: P18+ 50.05 20.82 29.16 26.98 19.56

gIuLIanI store-appLIance Units 33 6 4 22 1

0.2% 18.2% 12.1% 0% 66.7% 3.0%

$$$ (000) 56.6 37.9 4.9 13.5 0.3

0.3% 66.9% 8.7% 0% 23.9% 0.5%

CPM: P18+ 47.45 13.30 13.82 3.73


Market: Select desired market Media Type: Spot TV Report Layout: Column = Media Type

Row = Brand Report Period: Broadcast Calendar based dates Measures: Units, Dollars

CPM = P18+


Sorts/Constraints: Sort = Descending based on the Value of Spot TV CPM for P18+ Constrain = Value of Total Dollars ≥ 15 (Dollars greater than or equal to $15,000)








Spot TV Spending Growth View the difference in spending from one period to another.


• Which brands have spent more in the most recent Quarter relative to this Quarter a year ago?

• Identify prospects that appear to be increasing their advertising.

Patrick’s Restaurant-Quick Svc increased spending from 2.6M last year to 4.2M this year. Did Local Newspaper receive any of this increase?

Brand total Quarter 1,

2010 Quarter 1,

2011

patrIcks restaurant-Qs Units 11874 5331 6543

3.3% 44.9% 55.1% $$$ (000) 6931.2 2650.7 4280.5

3.0% 38.2% 61.8%


Market: Select desired market Media Type: Spot TV Report Layout: Column = Report Period

Row = Brand Report Period: Broadcast Calendar based dates

Period 1= Year Ago Quarter Period 2= Current Quarter

Measures: Units, Dollars


Sorts/Constraints: Sort = Descending based on the Value of Total Dollars Constrain = Share of Year Ago Quarter ≤ 50% (Share less than or equal to 50%)

and Value of Total Dollars ≥ 15 (Dollars greater than or equal to $15,000)







For assistance, please call the Nielsen Solutions Center at 1-800-423-4511. Confidential and Proprietary—Copyright © 2015 The Nielsen Company

Trend Trend brand, parent, product category, media, demographic, or any other selections to view changes over time.


• Row = Brand

– Is this brand increasing or decreasing their Advertising Budget?

– Does this brand have heavier months or lighter months?

• Row = Brand, Media

– Is my client increasing or decreasing their advertising on specific media?

• Row = Product Category

– Does this industry have seasonal Highs or Lows?

– Is this industry increasing or decreasing their Advertising Spending?

– How does my clients’ advertising schedule compare with their industry?

Does Big Money Lottery always place less advertising in February?

BIg Money Lottery

Units

3938

364

8

337

349

335

332

343

94

444

448

459

425

14.7% 9.2% 0.2% 8.6% 8.9% 8.5% 8.4% 8.7% 2.4% 11.3% 11.4% 11.7% 10.8%

$$$ (000) 5102.9 498.6 3.5 450.0 404.1 276.1 433.2 426.6 440.0 766.8 550.1 450.7 403.1

16.5% 9.8% <0.1% 8.8% 7.9% 5.4% 8.5% 8.4% 8.6% 15.0% 10.8% 8.8% 7.9%

country cookIng restaurant

Units 4269 437 428 343 311 308 318 320 340 381 383 342 357

16.0% 10.2% 10.0% 8.0% 7.3% 7.2% 7.4% 7.5% 8.0% 8.9% 9.0% 8.0% 8.4%

$$$ (000) 3941.9 477.6 489.9 427.0 351.2 201.3 257.1 257.3 261.5 322.1 326.9 241.1 328.7

12.7% 12.1% 12.4% 10.8% 8.9% 5.1% 6.5% 6.5% 6.6% 8.2% 8.3% 6.1% 8.3%



Row = Brand (See various options above) Report Period: Standard Calendar based dates Measures: Units, Dollars









Prospecting Trend: New Advertisers Trend revealing new advertisers can be created for Local Newspaper only or across media types.


• What businesses are new to the market, or new to advertising?

• How much did they spend on advertising?

Is Terrier Wireless Svcs a new business in the market? Have we prospected their business yet?

terrIer wIreLess sVcs

Units 668

668

1.2% 0% 100.0%

$$$ (000) 40.6 40.6

0.6% 0% 100.0%

Best used cars auto-dLrshp Units 2 2

<0.1% 0% 100.0%

$$$ (000) 40.3 40.3

0.6%

faVorIte foods rest-QuIck sVc

0% 100.0%

Units 233 233

0.4% 0% 100.0%

$$$ (000) 40.2 40.2

0.6% 0% 100.0%



Row = Brand Report Period: Standard Calendar based dates

Period 1 = Prior twelve months up to current month Period 2 = Current Month










Prospecting Trend: Who Stopped Advertising? Trend revealing new advertisers can be created for Local Newspaper only or across media types.


• Create a list of businesses that have stopped their advertising.

• How much did they spend on advertising the last time they advertised?

Did Central Region Bank stop advertising? Did they lose business when they did? Do they need to start advertising again to regain market share?

centraL regIon Bank

Units

58

58

0.4% 100.0% 0%

$$$ (000) 33.0 33.0 0.6% 100.0% 0%

yuMMy BLue drInk Units 45 45

0.3% 100.0% 0%

$$$ (000) 33.0 33.0

0.6% 100.0% 0%

fInance anyone Mortgage sVcs

Units 37 37 0.2% 100.0% 0%

$$$ (000) 31.1 31.1

0.5 100.0% 0%



Row = Brand Report Period: Standard Calendar based dates

Period 1 = One month a year ago Period 2 = All months from that date to current month










Brand Trend by TV Program Type Find insights on client preferences for specific TV programming.


• Does this brand advertise in news or other program types?

• Does this brand have a program type preference?

Is LONGORIA STR-FURNITURE increasing spending on News? Would Newspaper reach their audience better? On what other program types are they spending their budget? And what opportunities exist for converting that budget to Newspaper?

LongorIa store-furnIture

news: news-generaL

$$$ (000)



Row = Brand, Program Type Report Period: Broadcast Calendar based dates

Period 1 = Last 12 Months Measures: Units, Dollars


n

6431.6 318.8 393.7 809.0 602.1 553.9 533.7 492.5 397.4 371.8 342.7 664.1 951.8

100.0% 5.0% 6.1% 12.6% 9.4% 8.6% 8.3% 7.7% 6.2% 5.8% 5.3% 10.3 14.8%








Brand Trend by TV Daypart Trend revealing which TV dayparts advertisers buy.


• Does this business advertise exclusively M-F, or, do they advertise on the weekends as well?

• Does this business advertise more heavily on one day vs. other days?

The client is increasing spending on Sunday, would this increased budget be better used on the Sunday Newspaper? Do they heavy up on Thursday for weekend business? Do we have a Newspaper product that goes out on those days as well?

LongorIa store-furnIture

sunday 6a-12m

$$$ (000)

964.3

62.5

95.2

85.2

102.4

96.5

120.8

140.9

260.8

Monday 6a-12m

$$$ (000)

578.3

100.3

95.7

67.4

88.5

67.0

55.3

43.1

61.0

tuesday 6a-12m

$$$ (000)

540.2

112.4

84.6

73.3

77.4

56.4

52.4

38.4

45.2

wednesday 6a-12m

$$$ (000)

573.3

106.2

90.7

92.1

67.6

59.7

54.6

51.2

51.2

thursday 6a-12m

$$$ (000)

1134.1

80.7

120.4

110.5

120.3

135.9

160.0

180.4

225.9

friday 6a-12m

$$$ (000)

685.4

106.3

92.4

78.9

80.9

70.0

64.8

89.6

102.4

saturday 6a-12m

$$$ (000)

508.3

90.2

61.6

52.7

57.9

43.8

59.8

48.6

93.8



Row = Brand, Daypart Report Period: Broadcast Calendar based dates

Period 1 = Last 8 Quarters Measures: Units, Dollars

Daypart: Dayparts for individual days of the week

n








Brand Schedule with Creative View the advertisement’s placement, GRP delivery, listen to the creative’s audio and view video.


• What were the exact spot times that this schedule ran, and how did they deliver in their demo?

• What Programs, Dayparts, or Pod Position does this advertiser prefer?

• How much inventory does my competition have in this daypart and who ran in that daypart?

• What is the “feel” of the clients creative? Does it fit my newspaper, specific section or product?

(FDM) MARKET : Spot TV

CoCA-ColA Co : CoKE DiET SoFT DRinK

MAN IN BED/PARTY/MAN PAINTS MURAL

WAAY (AAA) Monday 04/26/11 09:51 PM 03:03 30 AMERiCAn ATHlETE ATH (SPoRTS EVEnT) 310.0 3.1

WAAY (AAA) Wednesday 04/28/11 09:50 PM 03:01 30 AMERiCAn ATHlETE ATH (SPoRTS EVEnT) 43.0 0.8

WAAY (AAA) Sunday 05/02/11 09:38 PM 01:06 30 AMERiCAn ATHlETE ATH (SPoRTS EVEnT) 30.0 0.6

WAAY (AAA) Tuesday 05/04/11 09:38 PM 01:05 30 AMERiCAn ATHlETE ATH (SPoRTS EVEnT) 246.0 2.5

WAAY (AAA) Tuesday 05/04/11 09:56 PM 04:04 30 AMERiCAn ATHlETE ATH (SPoRTS EVEnT) 105.0 1.9


Market: Select desired market Media Type: Spot TV Report Layout: Predefined = Brand Schedule with Creative Report Period: Broadcast Calendar based dates Measures: Units, Dollars

GRP=P25-54 Product Selection: COKE DIET SOFT DRINK (brand)

(Market Type) Market Media

Advertiser Brand

Creative

Station Day Date Time Dur Program Title (Type) $$$ GRP 1








Newspaper Brand Schedule View the advertisement’s size, placement, and estimated value.


• What were the exact dates and times that this schedule ran?

• What newspaper sections does this advertiser prefer?

• How much inventory does my competition have in this newspaper?

FAnCY inC

FAnCY SToRE-DEPT

GoTHAM HERAlD Wednesday 04/06/11 MAin nEWS nonE 72 1 16,848.0

GoTHAM HERAlD Thursday 04/07/11 MAin nEWS nonE 32 1 7,371.0

GoTHAM HERAlD Thursday 04/14/11 MAin nEWS nonE 72 1 16,848.0




Market: Select desired market Media Type: Local Newspaper Report Layout: Predefined = Newspaper Brand Schedule Report Period: Standard Calendar based dates Measures: Dollars

Product Selection: FANCY STORE-DEPT (Brand or Brand Variant)

Advertiser

Brand Variant

Newspaper Day Date Section Event Col. Inch Units $$$



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