ZipCar Media Plan Buy Overview
Comments
Content
Media Plan for Zipcar
Prepared by K. Stevenson, Oct. 17, 2011
Magazine Placements
Magazine
Name
Cost
Ad
Per Ad
Ad Size
Position
$75,530 1 page
inside
$84,000 1 page
3rd cover
Forbes
Business Week/Golf Digest Combo
Magazine Totals/Avg
Magazines Considered But Not Used
Newsweek
Fortune
Time
$
79,765
avg
$106,155 1/2 page
78,200 1 page
$99,090 1 page
inside
inside
inside
No. of
Insertions
Total
Circulation Pass-along
campaign cost (thousands) estimate
4
$302,120
900
11
2
$168,000
1,400
10
6
total
$470,120
total
2,300
total
10.5
avg
4
4
4
$424,620
$312,800
$396,360
3,100
1,001
1,500
11
9
11
Total Audience
(thousands)
9,900
14,000
23,900 $
total
34,100
9,001
16,500
CPM
$7.63
$6.00
6.82
avg
$3.11
$8.69
$6.01
Media Plan for Zipcar
Prepared by K. Stevenson, Oct. 18, 2011
Newspaper Placement
Publication
Name
The Wall Street Journal
The New York Times
The Seattle Post
The Washington Post
Newspaper Total/AVG
Day of
Week
Mon-Fri
Sun
Sun
Mon-Fri
Section
Finance
Business
Metro
Metro
Ad
Size
20
10
125
40
$
$
$
$
49 $
Cost/
Col. Inch
1,413.57
2,236.00
108.20
835.00
Cost Per Ad
$ 28,271.40
$ 22,360.00
$ 13,525.00
$ 33,400.00
1,148.00 $ 24,389.00
No. of
Insertions
5
2
5
5
17
Total
Pass-along
Cost
Circulation estimate
141,357
2,118
2
44,720
2,530
2
67,625
985
2
167,000
1,717
2
Total
Audience
4,236.00
5,060.00
1,970.00
3,434.00
420,702
14,700.00 $ 13.84
7,350
2
CPM
$ 13.35
$ 8.84
$ 13.73
$ 19.45
Media Plan for Zipcar
Prepared by K. Stevenson, Oct. 21, 2011
Radio Placements
Program
New York-WBBR
Washington D.C.-WACA
Seattle-KBKS
All Radio Totals/AVG
Format
Daypart Rating
Business
AM
3.6
Talk/News
AM
6.3
Contemporary PM
3.9
4.6
Rating
(%)
3.60%
6.30%
3.90%
Persons 12+
in Market
15,340,000
4,041,300
3,150,300
Listeners
Cost per
of station
CPP
:60 ad
552,240 $ 719 $ 2,588.40
254,602 $ 346 $ 2,179.80
122,862 $ 267 $ 1,041.30
929,704 $
444 $ 1,936.50
No. of
Insertions
Total Cost
CPM
50 $ 129,420.00 $ 4.69
50 $ 108,990.00 $ 8.56
50 $ 52,065.00 $ 8.48
150 $ 290,475.00 $
7.24
Media Plan For Zipcar
Prepared by K. Stevenson Oct. 29, 2011
Television Placements
Program
Rating
Rating
%
TV HH in
Market
HH
Total
viewing
Viewers
program #/HH (thousands)
CPP
Cost per
:30 ad
No. of
Insertions
Total
Cost
CPM
Mad Men
New York
Washington D.C.
Seattle
Man Men Total/AVG
2.9
2.9
2.9
2.9%
2.9%
2.9%
7,391,940
2,308,290
1,782,040
214,366
66,940
51,679
110,995
2.5
2.5
2.5
536
167
129
832
$ 1,771 $
$
711 $
$
238 $
$
906 $
5,136
2,062
690
7,428
20
20
20
60
$ 102,718 $
9.58
$ 41,238 $ 12.32
$ 13,804 $
5.34
$ 157,760 $
8.93
Anderson Cooper 360
New York
Washington D.C.
Seattle
Anderson Cooper 360 Total/AVG
4.6
4.6
4.6
4.6%
4.6%
4.6%
7,391,940
2,308,290
1,782,040
340,029
106,181
81,974
176,061
2.5
2.5
2.5
850
265
205
440
$ 1,711 $
$
711 $
$
238 $
$
906 $
7,871
3,271
1,095
4,079
20
20
20
60
$ 157,412 $
9.26
$ 65,412 $ 12.32
$ 21,896 $
5.34
$ 244,720 $
9.27
All TV Totals/AVG
734,865
(total)
2,391 $
(total)
906
(avg)
$
7,371
(avg)
150 $ 402,480 $
(total)
(total)
9.10
(avg)
Media Plan for Zipcar
Prepared by K. Stevenson, Oct. 28, 2011
Internet Placements
Banners
usatoday.com
WSJ.com
CNN.com
washingtonpost.com
nydailynews.com
seattletimes.nwsource.com
nytimes.com
msn.com
seattlepost.com
msnbc.com
ABCnews.com
businessweek.com
bloomberg.com
linkedin.com
BANNERS TOTAL/AVG
cost/1,000
impressions
30
35
30
30
30
30
30
30
30
30
30
30
30
40
total impressions/
month(000)
200
250
250
300
250
300
100
100
100
100
100
200
100
100
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
total cost/
month
6,000
8,750
7,500
9,000
7,500
9,000
3,000
3,000
3,000
3,000
3,000
6,000
3,000
4,000
75,750
total
No. of
months
4
4
4
4
4
4
4
4
4
4
4
4
4
4
Total No.
Impressions (000)
800
1,000
1,000
1,200
1,000
1,200
400
400
400
400
400
800
400
400
9,800
total
Total Cost
$ 24,000
$ 35,000
$ 30,000
$ 36,000
$ 30,000
$ 36,000
$ 12,000
$ 12,000
$ 12,000
$ 12,000
$ 12,000
$ 24,000
$ 12,000
$ 16,000
$ 303,000
total
Media Plan for Zipcar
Prepared by K. Stevenson, Nov. 2, 2011
Google Keyword-based Search Buys
Google Keyword-based ads
car sharing
commuter services
car rental
auto rental
one way car rental
cheap commuting
car rental companies
Google Totals/AVG
CPC
$
$
$
$
$
$
$
$
1.15
1.05
1.67
1.53
1.79
0.75
1.96
1.41
avg
Total Clicks/Month No. of Months Total Clicks Total cost
CPM (CPC)
500
4
2,000
2,300
1,115
400
4
1,600
1,680
1,050
5,000
4
20,000
33,400
1,670
1,000
4
4,000
6,120
1,530
300
4
1,200
2,148
1,790
500
4
2,000
1,500
750
5,000
4
20,000
39,200
1,960
12,700
50,800 $
86,348 $
1,409
total
total
total
total
Media Plan for Zipcar
Prepared by K. Stevenson, Nov. 2, 2011
Media Buy Overview
Media Vehicle
Televison
Mad Men
Anderson Cooper 360
TOTAL/AVG TV
No. of Insertions
Total Cost
CPM
60
60
120
$
$
$
157,760 $
244,720 $
402,480.00 $
8.93
9.27
9.10
50
50
50
150
$
$
$
$
129,420.00
108,990.00
52,065.00
290,475.00
$
$
$
$
4.69
8.56
8.48
7.24
4
2
6
$
$
$
302,120 $
168,000 $
470,120 $
7.63
6.00
6.82
Newspapers
The Wall Street Journal
The New York Times
The Seattle Post
The Washington Post
TOTAL/AVG NEWSPAPERS
5
2
5
5
17
$
$
$
$
$
141,357
44,720
67,625
167,000
420,702
Internet
usatoday.com
WSJ.com
CNN.com
washingtonpost.com
nydailynews.com
seattletimes.nwsource.com
linkedin.com
nytimes.com
msn.com
seattlepost.com
msnbc.com
ABCnews.com
businessweek.com
bloomberg.com
BANNERS TOTAL/AVG
Google Search, AdWords
TOTAL/AVG
800
1,000
1,000
1,200
1,000
1,200
400
400
400
400
400
400
800
400
9,800
50,800
60,893
Radio
New York-WBBR
Washington D.C.-WACA
Seattle-KBKS
ALL RADIO TOTALS/AVG
Magazines
Forbes
Business Week/Golf Digest Combo
TOTAL/AVG MAGAZINES
$
$
$
$
$
13.35
8.84
13.73
19.45
13.84
$
24,000
$
35,000
$
30,000
$
36,000
$
30,000
$
36,000
$
16,000
$
12,000
$
12,000
$
12,000
$
12,000
$
12,000
$
24,000
$
12,000
$
303,000
$
86,348 $
$ 1,973,125.00 $
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
1,409
9.25
Media Plan for Zipcar
Prepared by K. Stevenson, Nov. 2, 2011
Campaign Schedule
Week
Television
Mad Men
Anderson Cooper 360
Radio
New York-WBBR
Washington D.C.-WACA
Seattle-KBKS
Magazines
Forbes
Business Week/Golf Digest Combo
Newspapers
The Wall Street Journal
The New York Times
The Seattle Post
The Washington Post
Internet
usatoday.com
WSJ.com
CNN.com
washingtonpost.com
nydailynews.com
seattletimes.nwsource.com
linkedin.com
nytimes.com
msn.com
seattlepost.com
msnbc.com
ABCnews.com
businessweek.com
bloomberg.com
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