The Book of Reach 2012
-
Upload
simulmedia -
Category
Documents
-
view
227 -
download
0
description
Transcript of The Book of Reach 2012
2Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
AS SEEN IN THEFINANCIAL TIMES 8/27/2012
Nationwide US television advertising campaigns are failing to reach a large portion of their target audiences, according to new research based on TV viewing data... Ad targeting company Simulmedia has found that in many cases as many as three-quarters of marketers’ TV ad impressions are viewed by just 20 percent of their target audiences.
TV ad campaigns fail to reach audiences
Financial Times, 8/27/2012
”“
Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
3Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
In the past 15 years, a fast-expanding array and diversity of new-media products, channels and platforms have resulted in extraordinary fragmentation of audiences. Within television—the largest consumer media platform by far in the U.S. in terms of both audience time and advertising expenditures—we’ve seen a tenfold increase in the number of TV channels and a hundred-fold increase in the number of programs and episodes.
Audience fragmentation is causing TV’s reach problem.
The contents of The Book of ReachAudience fragmentation is collapsing TV advertising reach and concentrating frequency on a small number of heavy TV consumers.
On the following pages, we will show:
Examples of valuable audiences missed by most TV advertising campaigns.
Reach and frequency analyses of major national brands’ recent TV ad campaigns.
Competitive share of voice analyses for two industries. The analyses show the unreached target audiences for the companies in the category as well as the incremental reach that online advertising delivered to the campaign.
1.
2.
3.
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
4Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
EXAMPLES OF UNREACHED AUDIENCES
ALBERTYoung male, early 30’s, lives in New York, Investment Banker, HHI $300K+. Spends Saturday afternoons watching classic movies on TFC, TBS, USA, etc.
FREDYoung male, late 20’s, lives in Atlanta. Entrepreneur witha fledgling nightlife business.Spends weekdays watching CNN, History, and Discovery while he works
MARCYSingle mom, late 30’s, lives in Virginia and is a nurse. Loves Bravo’s reality shows, watches the reruns after the kids’ bedtime from 11pm-1am
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
5Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
89% 0.0%
0.0%
10.8%
25.3%
63.9%
AUDIENCE REACHED BY ADT’S CAMPAIGN TARGET: A25-54TIMING: JUNE 2012
0.00.00.53.59.0
JUNE 2012 CAMPAIGN : Business Solutions: Security System & ServicePulse: Security System & ServiceSecurity System & Service
TV CAMPAIGN SPEND
$ 4,859,550.56
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
6Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
100% 0.0%
0.0%
AUDIENCE REACHED BY AXE’S CAMPAIGN TARGET: A18-24TIMING: MAY 2012
Percent of Impressions per Viewer Quintile
0.00.00.01.96.3
MAY 2012 CAMPAIGN : Anarchy: Body Spray Men & Women
TV CAMPAIGN SPEND
$ 6,316,929.00
0.2%
22.5%
77.2%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
7Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
81%
AUDIENCE REACHED BY BAYER’S CAMPAIGN TARGET: A35-64TIMING: MAY 2012
0.00.94.27.817.2
MAY 2012 CAMPAIGN : Advanced Aspirin Extra Strength: Pain Reliever TabletsAspirin Low Dose: Pain Reliever Chewable TabletsAspirin Low Dose: Pain Reliever TabletsAspirin: Pain Reliever CapletsAspirin: Pain Reliever Tablets
TV CAMPAIGN SPEND
$ 8,451,556.06
0.0%
6.0%
13.4%
25.2%
55.4%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
8Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
86%
AUDIENCE REACHED BY BEST BUY’S CAMPAIGN TARGET: A18-49TIMING: JULY 2012
0.00.12.03.98.6
JULY 2012 CAMPAIGN : Electronics Store: Consumer Electronics Store
TV CAMPAIGN SPEND
$ 6,243,651.66
0.0%
0.7%
13.7%
26.7%
58.9%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
9Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
94%
AUDIENCE REACHED BY BING’S CAMPAIGN TARGETV: A18-34TIMING: JUNE 2012
0.00.00.32.88.2
JUNE 2012 CAMPAIGN : Bing.com Online
TV CAMPAIGN SPEND
$ 3,443,554.36
0.0%
0.0%
24.1%
69.6%
6.3%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
10Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
82%
AUDIENCE REACHED BY BUDWEISER’S CAMPAIGN TARGET: M21-54TIMING: JULY 2012
0.00.32.85.39.5
JULY 2012 CAMPAIGN : Bud Light: BeerBud Light Lime: BeerBud Light Platinum: Beer
TV CAMPAIGN SPEND
$ 8,784,955.58
0.0%
2.9%
52.7%
15.3%
29.1%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
11Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
78%
AUDIENCE REACHED BY BURGER KING’S CAMPAIGN TARGET: A25-54TIMING: MAY 2012
0.34.19.215.731.5
MAY 2012 CAMPAIGN : Burger King BK Garden Salads & Snack Wraps: Various Salad ProductsBurger King Crispy Chicken Strips: Chicken ProductBurger King Real Fruit Smoothie: Beverage ProductGeneral Promotion - QSR
TV CAMPAIGN SPEND
$ 27,327,183.16
6.8%
51.7%
15.2%
25.8%
0.5%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
12Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
80%
AUDIENCE REACHED BY CHASE’S CAMPAIGN TARGET: A25-54TIMING: JULY 2012
0.00.95.59.919.3
JULY 2012 CAMPAIGN : Bank Quick Pay: Consumer Mobile BankingFreedom: Personal Credit CardSapphire Preferred: Personal Credit Card
TV CAMPAIGN SPEND
$ 16,159,476.72
4.9%
53.0%
15.0%
27.2%
0.0%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
13Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
77%
AUDIENCE REACHED BY CHEVROLET’S CAMPAIGN TARGET: A18-49JULY 2012
0.01.25.79.617.3
6.7%
49.5%
16.3%
0.0%
27.5%
JULY 2012 CAMPAIGN : Silverado: Domestic Truck Volt Hybrid: Domestic Hybrid Auto
TV CAMPAIGN SPEND
$ 18,681,163.09
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
14Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
88% 0.00.00.53.18.1
JUNE 2012 CAMPAIGN : Scalp Therapy: Dandruff ShampooScalp & Hair Beauty Therapy: Shampoo & ConditionerScalp & Hair Beauty Therapy: VignetteScalp & Hair Therapy: Shampoo & Conditioner
TV CAMPAIGN SPEND
$ 4,709,998.06
64.1%
0.0%
23.9%
12.0%
0.0%
AUDIENCE REACHED BY CLEAR HAIR CARE’S CAMPAIGN TARGET: W25-54JUNE 2012
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
15Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
96%
AUDIENCE REACHED BY COLGATE’S CAMPAIGN TARGET: A18-49APRIL 2012
0.00.00.22.510.0
APRIL 2012 CAMPAIGN : Optic White: Whitening ToothpasteTotal Advanced Clean: ToothpasteTotal Advanced: ToothpasteTotal: Toothpaste
TV CAMPAIGN SPEND
$ 5,232,549.00
77.2%
0.0%
19.1%
3.7%
0.0%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
16Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
OF THE TV IMPRESSIONS WENT TO
93%
AUDIENCE REACHED BY DELL’S CAMPAIGN TARGET: A18-54TIMING: JULY 2012
0.00.00.22.46.0
JULY 2012 CAMPAIGN : Inspiron 15R: Laptop Computer DRVarious Computers: Computer Products DR
TV CAMPAIGN SPEND
$ 3,989,371.21
0.0%
26.4%
6.8%
0.0%
66.8%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
17Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
81%
AUDIENCE REACHED BY DOMINO’S CAMPAIGN TARGET: A25-49 & MARRIED W/1+ CHILDTIMING: MAY 2012
0.00.83.77.4
15.9
MAY 2012 CAMPAIGN : Dominos Artisan Pizzas: Pizza ProductDominos Carry Out Special: Pizza ProductDominos Parmesan Bread Bites & Pizza: ComboDominos Stuffed Cheesy Bread & Pizza: Combo
TV CAMPAIGN SPEND
$ 13,274,994.52
25.8%
5.7%
55.4%
13.1%
0.0%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
18Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
99%
AUDIENCE REACHED BY DOS EQUIS’ CAMPAIGN TARGET: M21-49TIMING: JULY 2012
0.00.00.12.16.8
JULY 2012 CAMPAIGN : Imported BeerImported Beer & Dos Equis Ambar Imported Beer: ComboXx Ambar: Imported Beer
TV CAMPAIGN SPEND
$ 3,262,639.57
75.7%
1.5%
0.0%
22.8%
0.0%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
19Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
89%
AUDIENCE REACHED BY DOVE’S CAMPAIGN TARGET: W18-49TIMING: MAY 2012
0.00.00.42.67.0
MAY 2012 CAMPAIGN : Deep Moisture Body Wash
TV CAMPAIGN SPEND
$ 3,166,569.48
10.6%
0.0%
24.4%
0.0%
65.0%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
20Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
81%
AUDIENCE REACHED BY ETRADE’S CAMPAIGN TARGET: M25-54, HHI $100K+ & USED ONLINE BROKERSTIMING: APRIL 2012
0.00.32.23.97.6
APRIL 2012 CAMPAIGN : General Promotion - Investment Products & ServicesOnlineRetirement PlansFinancial: Online
TV CAMPAIGN SPEND
$ 7,355,805.00
15.3%
0.0%
27.5%
3.8%
53.3%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
21Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
81%
AUDIENCE REACHED BY GEICO’S CAMPAIGN TARGET: A18-54TIMING: JUNE 2012
0.13.610.118.939.7
JUNE 2012 CAMPAIGN :Auto InsuranceBoat Owners InsuranceInsuranceMotorcycle InsuranceVarious Insurance
TV CAMPAIGN SPEND
$ 33,646,884.00
13.9%
5.0%
54.8%
26.1%
0.2%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
22Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
80%
AUDIENCE REACHED BY JCPENNEY’S CAMPAIGN TARGET: W18-49TIMING: Q2 2012
0.00.73.76.713.7
Q2 2012 CAMPAIGN :General
TV CAMPAIGN SPEND
$ 57,115,600.87
5.1%
54.1%
0.0%
26.3%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
23Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
83%
AUDIENCE REACHED BY MATCH.COM’S CAMPAIGN TARGET: A25-54 & SINGLETIMING: MAY 2012
0.00.44.38.516.6
MAY 2012 CAMPAIGN :Dating Service Online
TV CAMPAIGN SPEND
$ 6,860,795.81
2.8%
54.9%
0.0%
14.2%
28.1%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
24Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
75%
AUDIENCE REACHED BY MCDONALDS’ CAMPAIGN TARGET: A18-54TIMING: JULY 2012
0.55.010.917.532.7
JULY 2012 CAMPAIGN :McDonalds Favorites Under 400 Menu: Value MenuMcDonalds Happy Meal: Kids MealMcDonalds McCafe Frappe: Beverage ProductMcDonalds McCafe Real Fruit Smoothies: Beverage ProductMcDonalds Spicy Chicken McBites: Chicken Product
TV CAMPAIGN SPEND
$ 61,174,997.76
7.5%
49.1%
0.8%
16.3%
26.3%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
25Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
80%
AUDIENCE REACHED BY OUTBACK STEAK HOUSE’S CAMPAIGN TARGET: A25-54, HHI $50K+TIMING: JULY 2012
0.00.63.56.312.3
JULY 2012 CAMPAIGN
TV CAMPAIGN SPEND
$ 14,493,702.72
15.0%
5.5%
52.5%
27.1%
0.0%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
26Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
83%
AUDIENCE REACHED BY PEPSI’ CAMPAIGN TARGET: A18-49TIMING: JULY 2012
0.00.63.97.816.5
JULY 2012 CAMPAIGN :Diet Pepsi: Soft DrinkNext: Soft DrinkSoft Drink
TV CAMPAIGN SPEND
$ 14,120,035.58
3.9%
56.2%
13.4%
26.5%
0.0%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
27Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
94%
AUDIENCE REACHED BY PROFLOWERS’ CAMPAIGN TARGET: A25-54TIMING: JUNE 2012
0.00.00.33.07.9
JUNE 2012 CAMPAIGN :ProFlowers.com Online
TV CAMPAIGN SPEND
$ 4,008,482.06
68.1%
25.5%
0.0%
0.0%
6.5%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
28Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
84%
AUDIENCE REACHED BY QUIBIDS.COM’S CAMPAIGN TARGET: A18-49 & SHOP ONLINETIMING: MAY 2012
0.00.74.39.319.8
MAY 2012 CAMPAIGN :Online
TV CAMPAIGN SPEND
$ 10,475,263.28
Percent of Impressions per Viewer Quintile
4.0%
57.0%
26.6%
12.4%
0.0%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
29Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
83%
AUDIENCE REACHED BY RED LOBSTER’S CAMPAIGN TARGET: A25-54TIMING: JULY 2012
0.00.64.17.717.6
JULY 2012 CAMPAIGN :Seafood Restaurant
TV CAMPAIGN SPEND
$ 15,015,228.46
4.0%
57.6%
13.3%
0.0%
25.2%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
30Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
83%
AUDIENCE REACHED BY SAMSUNG LED TV’S CAMPAIGN TARGET: A25-54TIMING: APRIL 2012
0.00.22.85.210.4
APRIL 2012 CAMPAIGN :LED TV
TV CAMPAIGN SPEND
$ 8,966,595.00
15.0%
0.0%
27.6%
55.5%
1.9%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
31Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
92%
AUDIENCE REACHED BY TRAVELOCITY’S CAMPAIGN TARGET: A25-54 & MADE TRAVEL PLANS ONLINE LAST 30 DAYSTIMING: MAY 2012
0.00.00.32.26.2
MAY 2012 CAMPAIGN :Travel Service Online
TV CAMPAIGN SPEND
$ 3,356,853.22
67.7%
0.0%
0.0%
24.0%
8.3%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
32Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
89%
AUDIENCE REACHED BY TWIX’S CAMPAIGN TARGET: A25-49TIMING: JUNE 2012
0.00.00.42.76.4
JUNE 2012 CAMPAIGN :Candy Bar
TV CAMPAIGN SPEND
$ 3,466,769.69
62.7%
0.0%
0.0%
26.2%
11.1%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
33Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
75%
AUDIENCE REACHED BY VERIZON’S CAMPAIGN TARGET: A18-49TIMING: JULY 2012
0.34.19.515.027.2
JULY 2012 CAMPAIGN :Share Everything Plan : Wireless: Consumer Wireless ServiceWireless : Business Wireless ServiceWireless Consumer Wireless Service
TV CAMPAIGN SPEND
$ 63,409,417.48
7.3%
16.9%
0.4%
26.7%
48.6%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
34Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
OF THE TV IMPRESSIONS WENT TO
Average Frequency per Viewer Quintile
Percent of Impressions per Viewer Quintile
80%60%40%20%
100%
80%
60%
20%
0%
0%
40%
40%OF THE TARGET
81%
AUDIENCE REACHED BY VISA’S CAMPAIGN TARGET: A25-54TIMING: JULY 2012
0.00.32.85.19.3
JULY 2012 CAMPAIGN :Corporate Promotion
TV CAMPAIGN SPEND
$ 8,226,573.00
3.3%
15.5%
0.0%
29.1%
52.1%
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
35Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
COMPETITIVE SHARE OF VOICE FOR TV & INTERNET
WIRELESS JULY 2012
TARGET AUDIENCE REACHED BY PLANSA18-49
$63,409,417 + $5,585,400
$39,190,284 +$7,347,800
$35,498,262 +$6,515,100
$42,083,832 +$8,143,700
16%
84%
14%
86%
24%
76%
20%
80%
.01% .02%.02%
.04%100
120
140
80
60
40
20
0
AUDIENCE REACH IN MILLIONS
TV SPEND
INTERNETSPEND
Internet Reach
TV Reach
Unreached
Unreached A
udiencesS
hare of Voice Analyses
Reach/Frequency A
nalyses
36Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
INSURANCEJUNE 2012
TARGET AUDIENCE REACHED BY PLANSA18-54
Internet Reach
TV Reach
Unreached 100
120
140
80
60
40
20
0
TV SPEND
INTERNETSPEND
$17,149,322 + $3,889,204
19%
81%
.01%
$33,646,884 +$954,972
.02%18%
82%
$6,203,098 +$231,751
47%
53%
.00%
$18,153,623 +$1,033,523
17%
83%
.01%
$22,067,086 +$6,102,263
22%
78%
.01%
AUDIENCE REACH IN MILLIONS
COMPETITIVE SHARE OF VOICE FOR TV & INTERNET
37Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
Simulmedia, Inc. operates the Simulmedia Audience Network, the world’s first data-driven audience network for television. The company’s targeting platform leverages predictive technologies and anonymous viewing data from more than 30 million US TV viewers to help national advertisers and their agencies better reach their target audiences and better measure the results. Simulmedia aggregates TV audiences through partnerships with TV system operators and national networks reaching all 116 million US TV households.
Over the past year, the company helped national marketers and their agencies target, deliver and measure more than 200 campaigns and see results which were 25-300% better than they were able to achieve with traditional TV ad scheduling and targeting methods.
About Simulmedia
38Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
38Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.
All trademarks, logos, or brands referenced herein are registered to and are the property of their respective owners. “The Book of Reach” is an independent publication of Simulmedia and has not been authorized, sponsored, endorsed, or approved by, and Simulmedia is not affiliated with the respective owners of such trademarks, logos, and brands.
Domino’s Pizza 34Dos Equis 36Dove Body Wash 36EE-Trade 40GGeico Insurance 42JJCPenney 44MMatch.com 46McDonalds 48Microsoft Bing 19OOutback Steakhouse 50
PPepsi 52ProFlowers 54QQuibids.com 56RRed Lobster 58SSamsung LED TV 60TTravelocity 62Twix 64VVerizon Wireless 66Visa 68
AADT 10Axe Body Spray 12BBayer Asprin 14Best Buy 16Budweiser 20Burger King 22CChase 24Chevrolet 26Clear Hair Care 28Colgate 30DDell 32
The Book of ReachIndex
To learn more visit www.simulmedia.com or e-mail us at [email protected]