OverviewIKEA Media PlanPrepared by K. Andersen 9 April 2014Media Buy OverviewMedia VehicleNo. of InsertionsTotal CostCPM

MagazinesMetropolitan Home4$140,800$20.76Dwell4$59,400$20.50Dallas Home and Heritage4$11,316$14.43Better Homes and Gardens (New York, New Jersey, Pennsylvania, Texas)4$626,800$37.55Magazines Totals/Averages:16$838,316$23.31

NewspapersFort Worth Star-Telegram8$35,183$7.58Norristown Times Herald12$4,986$15.03New York Times- (NY Regional Edition)4$54,432$6.56Newspapers Totals/Averages:24$94,601$9.72

RadioWHTZ-FM (New York)208$466,315$2.24WIOQ-FM (Philidelphia)208$151,757$0.73KHKS-FM (Dallas)208$80,371$0.39Radio Totals/Averages:624$698,443$1.12

TelevisionHouse Hunters Renovation 110$48,708$8.38Renovation Realities 120$156,882$9.77Sarah's House120$99,968$8.20Television Totals/Averages:350$305,558$8.78

Internetdesign-milk.com150$1,529$12.74realsimple.com/home-organizing210$2,140$0.30hgtv.com/decorating210$2,140$0.13bhg.com/...remodeling150$1,834$5.10thisoldhouse.com180$1,529$0.15diynetwork.com/decorating180$1,834$0.40dwell.com150$1,834$5.10freshome.com150$1,529$0.88houzz.com150$1,529$0.12housebeautiful.com150$1,529$1.52home-designing.com150$1,529$7.67Internet Totals/Averages:1830$18,953$3.10

Google Search/ AdWords7,400$44,008$8.75

Totals:10,244$1,999,880$9.13

MagazinesIKEA Media PlanPrepared by K. Andersen 9 April 2014Magazine PlacementsMagazine NameCost Per AdAd SizeAd PositionNumber of InsertionsTotal Campaign CostCirculation (000)Pass-Along EstimateTotal Audience (000)CPMMetropolitan Home$35,2001/3 pageinside4$140,80056531695$20.76Dwell$14,8501/3 pageinside4$59,4003622724$20.50Dallas Home and Heritage$2,8291/2 pageinside4$11,316982196$14.43Better Homes and Gardens (New York, New Jersey, Pennsylvania, Texas)$156,7001/3 pageinside4$626,8001,39134173$37.55Totals/Average$209,57916$838,3162,4162.56,789$23.31

NewspapersIKEA Media PlanPrepared by K. Andersen 9 April 2014Newspaper PlacementsPublication NameDay of WeekSectionAd Size (col.in.)Cost/Col. InchCost per AdNo. of InsertionsTotal CostCirculation (000)Pass-Along EstimateTotal Audience (000)CPMFort Worth Star-TelegramSundayArt10$440$4,3988$35,1832902580$7.58Norristown Times HeraldSaturdayWelcome Home Real Estate10$42$41612$4,98614228$15.03New York Times- (NY Regional Edition)ThursdayHouse & Home12$1,134$13,6084$54,4321,03822076$6.56Newspaper Totals/Averages11$538$6,14024$94,6011,34222,683$9.72

RadioIKEA Media PlanPrepared by K. Andersen 9 April 2014Radio PlacementsRadio StationFormatDaypartRatingRating (%)Persons 12+ in MarketListeners of StationCost per Point (CPP)Cost per :60 adNo. of InsertionsTotal CostCPMWHTZ-FM (New York)Pop Contemporary HitsEvening4.74.7%15,340,000720,980$477$2,242208$466,315$2.24WIOQ-FM (Philidelphia)Pop Contemporary HitsEvening3.83.8%4,291,700163,085$192$730208$151,757$0.73KHKS-FM (Dallas)Pop Contemporary HitsEvening2.12.1%4,567,7002,175,095$184$386208$80,371$0.39Totals/Avg.3.53,059,160$284$1,119624$698,443$1.12

TVIKEA Media PlanPrepared by K. Andersen 9 April 2014Television PlacementsTV ProgramRatingRating % TV HH in MarketHH Viewing Program#/HHTotal Viewers (000)Cost per Point (CPP)Cost per :30 adNo. of InsertionsTotal CostCPMHouse Hunters Renovation Philadelphia1.11.1%2,939,95032,3392.581$501$55140$22,044$6.82Dallas1.11.1%2,435,60026,7922.567$606$66740$26,664$9.95New York1.11.1%7,391,94081,3112.5203$1,771$1,94830$58,443$9.58House Hunters Renovation Totals/Avg. 59,131148$959$609110$48,708$8.38Renovation Realities Dallas1.11.1%2,435,60026,7922.567$606$66740$26,664$9.95New York1.11.1%7,391,94081,3112.5203$1,771$1,94840$77,924$9.58Philadelphia1.11.1%2,939,95032,3392.581$501$55140$22,044$6.82Renovation Realities Totals/Avg.26,792270$959$1,307120$156,882$9.77Sarah's HousePhiladelphia1.11.1%2,939,95032,3392.581$501$55140$22,044$6.82New York1.11.1%7,391,94081,3112.5203$1,771$1,94840$77,924$9.58Dallas1.11.1%2,435,60026,7922.567$606$66740$26,664$9.95Sarah's House Totals/Avg.113,651284$959$1,250120$99,968$8.20 Totals/ Avgs199,573702$959$1,055350$305,558$8.78

InternetIKEA Media PlanPrepared by K. Andersen 9 April 2014Internet PlacementsWeb SiteCost/1,000 ImpressionsTotal Impressions/Month (000)Total cost/MonthNo. of MonthsTotal No. of Impressions (000)Total CostNo. of Unique visitors/Month (000)CPMdesign-milk.com$10.1950$5103150$1,52940$12.74realsimple.com/home-organizing$10.1970$7133210$2,1402,400$0.30hgtv.com/decorating$10.1970$7133210$2,1405,500$0.13dwell.com$10.1960$6113180$1,834120$5.10bhg.com/...remodeling$10.1950$5103150$1,5293,512$0.15diynetwork.com/decorating$10.1960$6113180$1,8341,540$0.40thisoldhouse.com$10.1960$6113180$9171,255$0.49freshome.com$10.1950$5103150$1,529577$0.88houzz.com$10.1950$5103150$1,5294,214$0.12housebeautiful.com$10.1950$5103150$1,529334$1.52home-designing.com$10.1950$5103150$1,52966$7.67Totals/Avgs$6,3181,860$18,036648$2.76

GoogleIKEA Media PlanPrepared by K. Andersen 9 April 2014Google Keyword-Based Search BuysKeywords/Key phrasesCost per Click (CPC)Total Clicks per MonthNumber of MonthsTotal ClicksTotal CostCPM (CPC)inexpensive modern furniture$5.0460031800$9,072$9.07modern furniture design$7.9940031200$9,588$9.59modern interior design$10.813002600$6,486$6.49scandinavian furniture design$2.9970021400$4,186$4.19scandinavian interior design$5.2040031200$6,240$6.24simple modern design$7.0360021200$8,436$8.44

Totals/Avgs$6.513,0007,400$44,008$8.75

ScheduleIKEA Media PlanPrepared by K. Andersen 9 April 2014ScheduleAprilMayJuneJulyWeek 1Week 2 Week 3Week 4Week 1Week 2 Week 3Week 4Week 1Week 2Week 3Week 4Week 1Week 2Week 3Week 4MagazinesMetropolitan HomexxxxDwellxxxxDallas Home and HeritagexxxxBetter Homes and GardensxxxxNewspapersFort Worth Star-TelegramxxxxxxxxNorristown Times HeraldxxxxxxxxxxxxNew York TimesxxxxRadioWHTZ-FM (New York)xxxxxxxxxxxxxxxxWIOQ-FM (Philidelphia)xxxxxxxxxxxxxxxxKHKS-FM (Dallas)xxxxxxxxxxxxxxxxTelevisionHouse Hunters Renovation PhiladelphiaxxxxDallas xxxNew YorkxxRenovation Realities PhiladelphiaxxxxDallas xxxxNew YorkxxxxSarah's HousePhiladelphiaxxxxDallas xxxNew YorkxxxInternetdesign-milk.comxxxxxxxxxxxxrealsimple.comxxxxxxxxxxxxhgtv.com/decoratingxxxxxxxxxxxxbhg.com/...remodelingxxxxxxxxxxxxthisoldhouse.comxxxxxxxxxxxxdiynetwork.com/decoratingxxxxxxxxxxxxdwell.comxxxxxxxxxxxxfreshome.comxxxxxxxxxxxxhouzz.comxxxxxxxxxxxxhousebeautiful.comxxxxxxxxxxxxhome-designing.comxxxxxxxxxxxx