Same Budget-Better Results Maximizing Current Radio Program With Online Objective Of This Proposal……..
. Explore some ways to maximize Fry’s current Radio buy . Increase Fry’s overall Reach and Frequency among W25-54 . Increase Fry’s Exposure and Impact of their messages . Create more consistent exposure to Phoenix’s online market (71% of the Phoenix market is now online according to 8/03 Nielsen NetRatings Survey)
All Of This With……. Same Budget-Better Results Reach percentage of stations used by Fry’s in the target demo of Women 25-54 20.0
15.0 13.7 12.8 12.2 12.1
10.0 9.0 7.7 Weekly Cume Ratings Weekly
5.0
0.0 KMLE-FM KNIX-FM KESZ-FM KMXP-FM KOOL-FM KKLT-FM % Weekly Reach of Women 25-54
Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Compared to Fry’s selected radio stations, Azcentral.com is the leader in reaching Women 25-54
30 28.6
25
20
15 13.7 12.8 12.2 12.1
9.0 Weekly Cume Ratings Weekly 10 7.7
5
0 Azcentral.com KMLE-FM KNIX-FM KESZ-FM KMXP-FM KOOL-FM KKLT-FM % Weekly Reach of Women 25-54
Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Fry’s maximum net cume reach among Women 25-54 using 6 Radio Stations
367,786
Reach % - 51.2%
Reach Among W25-54
Maximum Net Cume Unduplicated Reach Using – Stations: KESZ, KKLT, KMLE, KMXP, KNIX, KOOL
Source: The Media Audit Phoenix, AZ Aug-Sept 2004 By dropping KKLT from the radio buy, Fry’s loses only 29,400 Women 25-54 Net Cume Unduplicated Reach
400,000
390,000
380,000 367,786
370,000
360,000 Reach % - 51.2%
350,000 338,386
340,000 Reach W25-54
330,000 Reach % -47.1%
320,000
310,000
300,000 Reach Among W25-54 w/ Original Reach Among W25-54 without KKLT Schedule Estimated New Schedule - Stations KESZ, KMLE, KMXP, KNIX, KOOL
Source: The Media Audit Phoenix, AZ Aug-Sept 2004 A weekly campaign on azcentral.com will replace KKLT’s reach and gives Fry’s a new means of reaching the target demo.
143,900 150,000
125,000
100,000
75,000 Reach W25-54 50,000 29,400
25,000
0 Drop in Reach of Radio Among W25- Weekly Reach Among W25-54 on 54 without KKLT azcentral.com Estimated New Schedule - Stations KESZ, KMLE, KMXP, KNIX, KOOL
Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Net Cume Unduplicated Reach Comparison Women 25-54
447,049 460,000
440,000 Reach % -62.3%
420,000 Azcentral.com + KESZ, KMLE, 400,000 KMXP, KNIX, 367,786 KOOL 380,000
Reach W25-54 360,000 Reach % - 51.2%
KESZ, KMLE, 340,000 KMXP, KNIX, KOOL, KKLT 320,000
300,000 Reach W25-54 w/Original 6 Stations Reach W25-54 w/5 stations + azcentral.com
Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Estimated Annual Spend For K-Lite Radio Buy $45,000 to $55,000 (Four Flights Each Year)
Translates Into A 12-month Azcentral Online Program
. Increase Fry’s overall Reach and Frequency among W25-54 . Increase Fry’s Exposure and Impact of their messages . Create more consistent exposure to Phoenix’s online market Sample Radio Schedule: Stations Utilized by Fry’s in targeting W25-54
Reach: 30.4% of Women 25-54 Frequency: 7 times 212.6 TRP’s
Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Sample Radio Schedule: Stations Utilized by Fry’s in Targeting W25-54
Reach: 30.4% of Women 25-54 Frequency: 7 times TRP’s: 212.6
Reach: 26.3% of Female Fry’s Customers Frequency: 6.9 times TRP’s: 180.4
Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Sample Radio Schedule: Stations Utilized by Fry’s in Targeting W25-54
Reach: 30.4% of Women 25-54 Frequency: 7 times TRP’s: 212.6
Reach: 26.3% of Female Fry’s Customers Frequency: 6.9 times TRP’s: 180.4
Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Net Cume Unduplicated Reach Comparison Women 25-54 azcentral.com increases potential reach by over 27%.
468,035
480,000
460,000 Reach % -65.2%
440,000 azcentral.com + 420,000 KESZ, KMLE, KMXP, KNIX, 400,000 367,786 KOOL, KKLT
380,000 Reach W25-54 360,000 Reach % - 51.2%
340,000 KESZ, KMLE, KMXP, KNIX, 320,000 KOOL, KKLT
300,000 Reach W25-54 w/Original 6 Stations Reach W25-54 w/ 6 stations + azcentral.com
Source: The Media Audit Phoenix, AZ Aug-Sept 2004