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FLIGHTING w.c. 13th May – w.c. 17th June
TARGET AUDIENCE Buying: People 18+
Metropolitan Reach: 3+ @ 85% COMMUNICATION GOALS Regional Reach: 3+ @ 75% NNSW, 3+ @ 85% SNSW, VIC, QLD, TAS
Peak – 60% PEAK/OFF PEAK SPLIT Off-Peak – 40%
TVC DURATION 30 Seconds
Sydney, Melbourne, Brisbane, Adelaide and Perth MARKETS NNSW, SNSW, VIC, QLD, TAS, Mildura, Griffith, SA, Imparja/Satellite, WA, Port Pirie & Darwin
APPROVAL DATE Initial MBA 1st May 2012, Extension 5th June 2012 Folio 425
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*e-Tam Analyser–People 18+ Commercial Stations Metro 5 Cap Cities plus Subscription Consolidated Folio 428
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*e-Tam Analyser–People 18+ Commercial Stations Metro 5 Cap Cities plus Subscription Consolidated Folio 429 Bold and highlighted in blue are programs in which this campaign’s activity appeared in a minimum of 3 out of 5 metropolitan markets. (Highlighted in blue are other programs that appeared across the buy in 2 or less metropolitan markets and various regional People 18+ markets). 1 The Voice 2 State of Origin 3 Downtown Abbey 4 Revenge 5 The Block 6 Seven News 7 Nine News 8 Packed to the Rafters 9 Hamish and Andy’s Gap Year 10 Bill Connolly’s Route 66 Sneak Peak 11 Dancing with the Stars 12 Diamond Jubilee Concert 13 The Big Bang Theory 14 Masterchef Australia 15 60 Minutes 16 Bikie Wars: Brothers in Arms 17 Once Upon a Time 18 Today Tonight 19 A Current Affair 20 Celebrity Apprentice
*e-Tam Analyser–People 18+ Commercial Stations Metro 5 Cap Cities plus Subscription Consolidated –Surveys w/c 13.05.12 – w/c 17.06.12 Folio 430
100%
90% 5% tolerance 80%
70%
60%
50%
40% 84% 84% 80% 83% 81% 3+ Reach % 3+ Reach 30%
20%
10%
0% Sydney Melbourne Brisbane Adelaide Perth
• All metropolitan markets were within 5% tolerance of the 3+ reach goal of 85%
*e-Tam Analyser–People 18+ Commercial Stations Metro 5 Cap Cities plus Subscription Consolidated –Surveys w/c 13.05.12 – w/c 17.06.12 Folio 431
Market Planned TARPS TARPS Received % Difference
Sydney 1800 1683 -7%
Melbourne 1680 1708 +2%
Brisbane 1800 1730 -4%
Adelaide 1680 1684 0%
Perth 1920 1568 -18%
• TARPs are a means to determining the reach goal. The TARPs required to deliver on the planned reach goals will vary by market due to varying audience trends in each city.
• Perth was an extremely tight market at the time of buying Phase 1 + Extension activity.
Folio 432
100%
90%
80%
70%
60%
50% 86% 85% 86% 86% 40%
3+ Reach % 3+Reach 75% 30%
20%
10%
0% Northern NSW Southern NSW Victoria Queensland Tasmania
• All Regional markets were achieved the 3+ reach goals of 75% in NNSW and 85% in SNSW, VIC,QLD and Tasmania
*eTm Scheduliser r–People 18+ Commercial Stations Regional Aggregated plus Subscription Consolidated –Surveys w/c 13.05.12 – w/c .17.06.12) Folio 433
Market Planned TARPS TARPS Received % Difference
Nthn NSW 1860 1821 -2%
Sthn NSW 1800 1789 -1%
Victoria 1700 1883 11%
Queensland 1800 1892 5%
Tasmania 1680 1997 19%
• TARPs are a means to determining the reach goal. The TARPs required to deliver on the planned reach goals will vary by market due to varying audience trends in each state.
• Tasmania exceeded TARP goals due to increased audience viewing across this period
Folio 434
Market Planned TARPS TARPS Received
Griffith 1680 1710
Mildura 1680 1710
SA (Loxton/Mt Gambier) 1680 1710
Port Pirie/Broken Hill 1680 1698
Central Satellite 1680 1700
Darwin 1680 1788
Western Australia 1800 1854 Folio 435
Television networks typically charge a loading to advertisers to • appear first or last in an ad break. We have a guaranteed minimum position in break with primary channels Seven, Nine and SBS across all Australian Government campaigns at no additional charge.
80% 74% 70% 66% 63% 60% Added 52% Value 48% 50% $107,686 40% 38% 40% 30% 30% 20% 20% 16%
10%
0% Seven Nine Ten 7Two 7Mate Eleven ONE GO! GEM SBS
• Added value is generated when networks surpass guaranteed minimum levels. In total, 51% of our spot buy, appeared either First-in or Last-In break. This generated $263,013 in contract value across primary channels Seven, Nine and SBS and a further $107,686 in added value across all networks.
Folio 436
Television networks typically charge a loading to advertisers to appear first or last in an ad break. We have a guaranteed minimum position in break with Prime, Win, Sthn Cross and TDT across all Australian o Position In Break Government campaigns at no additional charge. Added Value 80% $35,895 70% 70% 70% 60% 60% 51% 50% 42% 43% 42% 42% 43% 40%
30%
20%
10%
0% Prime Win Sthn X 7Two 7Mate Eleven ONE GO! GEM •
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Total $5,426,704 $143,581 3%
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Medium Investment Added Value % Added Value
Metropolitan $404,950.80 $14,435.28 4% Primary Regional $166,995.77 $2,940.54 2% Regional $1,069,934.36 $143,756.13 13% Community $274,493.29 $6,939.04 3% Rural $64,890.87 $2,977.50 2% Total $1,981,265 $171,048 9%
* Primary Regional, Community, Indigenous and NESB Press titles are not reported in the Roy Morgan database and are not included in the above R+F totals
Source: Roy Morgan Single Source Australia: April 2011- March 2012. Folio 445 Folio 446
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Total $99,664 $4,560 5%
Source: Roy Morgan Single Source Australia: April 2011- March 2012. Folio 449 Folio 450
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Spend Added Value % Added Value
Metro
Regional TOTAL $1,364,923 $279,773 20%
Reach 1+ Reach (%) 3+ Reach (%) (‘000)
Metro Radio 2,819 77% 58%
Source: Roy Morgan Single Source Australia: April 2011- March 2012. Folio 453 Folio 454
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Publisher Booked Impressions Delivered Clicks Average Click Through Rate Spend Added Value: Impressions (CTR)
Cadreon AU 25,004,960 (EST) 23,066,426 54439 0.24% $230,000 -
Career One Au 899,000 837,574 1,862 0.22% $15,000 - Digital Network 270,270 259,150 294 0.11% $10,000 - Sales AU MCM AU 480,000 480,181 343 0.07% $5,600 $2 News.com 558,000* 1,823,747 2,378 0.13% $12705 $28,819 Australia Ninemsn AU 12,014,562 42,805,010 48,533 0.11% $204,696 $370,821
Ninemsn NESB 1,428,571 1,407,005 1398 0.10% $10,000 -
Postclick AU 335,000 1,121,462 1,045 0.09% $5,050 $11,855
Publicitas Australia 2,650,000 868,294 17,857 2.06% $10,000 -
SheSpot AU 1,008,760 1,036,332 1,652 0.16% $20,000 $547 Telstra Advertising 7,907,143 12,733,410 25,587 0.20% $160,375 $80,798 Network Yahoo! AU 10,567,143 11,041,335 13,113 0.12% $55,000 $2,468 Facebook 16,677,639 16,734,300 11,287 0.07% $40,000 $135 TOTAL 79,243,048 114,214,226 179,790 0.16% $778,426 $495,448 Folio 457 Folio 458 Folio 459 Folio 460
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Total $778,426 $495,448 64% Folio 463 Folio 464
Supplier Impressions Clicks CTR Cost Avg CPC
Google 14,406,351 384,898 2.67% $329,801.01 $0.86
TrueView 2,661,506 38,460 1.45% $67,042.69 $0.16
Yahoo 874,609 19,454 2.22% $8,638.20 $0.44
Campaign Total 17,942,466 442,812 2.47% $405,481.90 $0.92
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*Search spend only accounts for spend on the search engine, and does not take into account click fraud, adjustments, etc. Folio 465
Type Impressions Clicks CTR Cost Avg CPC
Search 9,455,313 383,074 4.05% $326,246.58 $0.85
GDN 4,951,038 1,824 0.04% $3,554.43 $1.95
Campaign Total 14,406,351 384,898 2.67% $329,801.01 $0.86
• Term Clicks Cost CPC CTR centrelink 95,567 $107,065.23 $1.12 2.55% household assistance 34,600 $2,476.89 $0.07 32.38% centrelink online 21,369 $29,529.67 $1.38 3.36% • carbon tax 18,898 $6,638.72 $0.35 8.67% household assistance package 16,084 australia $2,155.69 $0.13 20.20% • clean energy 12,619 $5,171.77 $0.41 8.46% household assistance package 12,356 $873.88 $0.07 28.71% family assist 11,386 $11,039.36 $0.97 6.72% tax rates 10,391 $12,921.92 $1.24 2.47% centerlink 8,520 $9,006.92 $1.06 3.19% Folio 466
Type Impressions Clicks Views CTR Cost Avg CPC
Search 2,661,506 38,460 416,099 1.45% $67,042.69 $0.16
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Type Impressions Clicks CTR Cost Avg CPC
Search 874,609 19,454 2.22% $8,638.20 $0.44
• Term Clicks CTR Cost Avg CPC centrelink 5,808 1.81% $2,239.95 $0.39 centrelink online 1,474 1.71% $1,377.13 services $0.93 • household 1,176 37.75% $120.09 assistance $0.10 household 1,125 14.67% $115.97 assistance package $0.10 centrelink online 794 1.73% $539.54 $0.68 centrelink 771 1.69% $386.11 payment $0.50 centrelink gov au 705 2.83% $668.24 $0.95 what is carbon tax 696 8.01% $217.64 $0.31 assistance for 655 2.46% $223.09 families $0.34 centerlink 629 1.98% $196.56 $0.31 Folio 469
By Clicks: • 189,662
78,368 57,182 16,650 1,645 8,847 30,720 1,824
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23.90%
6.98% 4.61% 3.24% 0.40% 1.09% 3.52% 0.04% Folio 470
Carbon Tax Rebate Household Assistance? HumanServices.gov.au/Assistance HumanServices.gov.au/Assistance Are You Eligible For The Gov’t Benefiting Those Who Need It Household Assistance Package? Most. Find Out More Online. Folio 471
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Spend Added Value % Added Value
NESB Press $228,783 $34,196 15%
NESB Radio $395,466 $57,720 15%
Indigenous Press $23,913 $279 1%
Indigenous Radio $114,095 $31,002 27%
Print Handicapped $10,716 $881 8% Radio TOTAL $772,973 $124,078 16% Folio 478 Folio 479
Medium Investment Added Value $ Added Value %
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TOTAL $10,829,436 $1,218,488 11%
*Radio Added Value and Added Value % does not include TRSN. These numbers will be updated once we have received them. **Search spend only accounts for spend on the search engine, and does not take into account click fraud, adjustments, etc. Folio 480
Medium 3+
TOTAL 94.7%
*Reach data does not include all booked media due to some publications and radio stations not being included in Roy Morgan data. Folio 481
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Source: Roy Morgan Single Source Australia: April 2011- March 2012. Folio 482
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