Media Buying Schedule

8/14/2019 Media Buying Schedule

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Media Plan for Whole Foods

Prepared by Breanna Nold, 2-24-2012

Media Buy Overview

Media Vehicle

No. of

Insertions Total Cost CPM

Television

Giada At Home 96 106,944$ 8.94$

Rachael's Vacation 96 62,150$ 7.44$

Chic & Easy 96 62,150$ 7.44$

TOTAL/AVG TV 288 231,244$ 7.94$

Radio

San Fran-KSFO-AM 192 183,110$ 9.33$

Chicago-AM 560 WIND 288 93,312$ 7.09$

Boston-WBUR-FM 192 323,366$ 10.31$

ALL RADIO TOTALS/AVG 672 599,788$ 8.91$

MagazinesFood & Wine 4 216,776$ 7.40$

Bon Appetit 4 394,364$ 9.29$

Fine Cooking 4 33,780$ 9.16$

TOTAL/AVG MAGAZINES 12 644,920$ 8.62$

Newspapers

San Francisco Chronicle 8 127,248$ 19.97$

Chicago Tribune 8 199,320$ 21.51$

Boston Globe 8 118,272$ 18.61$

TOTAL/AVG NEWSPAPERS 24 444,840$ 20.03$

Internet

epicurious.com 300 2,082$ n/a

oprah.com/book_club.html 300 2,121$ n/a

CNN.com/books 300 2,121$ n/a

gourmet.com 300 2,082$ n/a

gourmetfile.com 300 2,082$ n/afoodnetwork.com 200 1,414$ n/a

gourmetsleuth.com 300 2,082$ n/a

matchmywine.com 200 1,388$ n/a

gourmetnews.com 100 568$ n/a

gourmetrecipe.com 300 2,082$ n/a

easyfoodandwine.com 300 2,082$ n/a

shelfari.com 100 707$ n/a

allrecipes com 300 2 082$ n/a


2/8



Magazine Placements

Magazine Name Cost Per Ad Ad Size Ad Position

Number of

insertions

Total

Campaign cost

Circulation

(000)

Pass-

along

estimate

Total

Audience

(000) CPM

Food & Wine 54,194$ 1 page inside 4 216,776$ 916 8.0 7,328 7.40$

Bon Appetit 98,591$ 1 page inside 4 394,364$ 1,326 8.0 10,610 9.29$

Fine Cooking 8,445$ 1 page inside 4 33,780$ 231 4.0 922 9.16$

Magazine Totals/Avg 53,743$ 12 644,920$ 2,473 7.7 22,838 8.62$

(avg) (total) (total) (total) (avg) (total) (avg)

Magazines Considered But Not Used

Gourmet 98,169$ 1 page 4th cover 4 392,676$ 985 9.0 8,863 11.08$


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Newspaper Placements

Publication Name

Day of

Week Section

Ad Size

(col. In.)

Cost/ Col.

Inch Cost Per Ad

Number of

insertions Total Cost

Circulation

(000)

Pass-along

estimate

Total

Audience

(000) CPM

San Francisco Chronicle Thurs Wine 33 482$ 15,906$ 8 127,248$ 398 2 796 19.97$

Chicago Tribune Wed Food 33 755$ 24,915$ 8 199,320$ 579 2 1,158 21.51$

Boston Globe Wed Food 33 448$ 14,784$ 8 118,272$ 397 2 795 18.61$

Newspaper Totals/AVG 33 404$ 26,686$ 24 444,840$ 1,374 2 2,749 20.03$

(avg) (avg) (avg) (total) (total) (total) (avg) (total) (avg)


4/8



Radio Placements

Program Format Daypart Rating

Rating

(%)

Persons 12+ in

Market

Listeners of

station

Cost per

point

(CPP)

Cost per :60

ad

No. of

Insertions Total Cost

CPM

(Listeners)

Boston--WBUR-FM News/Talk AM 4.2 4.2% 3,888,800 163,330 401$ 1,684$ 192 323,366$ 10.31$

San Francisco--KSFO-AM News/Talk AM 1.7 1.7% 6,012,000 102,204 561$ 954$ 192 183,110$ 9.33$

Chicago-- AM 560 WIND News/Talk PM 0.6 0.6% 7,612,100 45,673 540$ 324$ 288 93,312$ 7.09$

All Radio Totals/AVG 2.2 311,207 500$ 987$ 672 599,789$ 8.91$

(avg) (total) (avg) (avg) (total) (total) (avg)


5/8



Telivision Placement

Program Rating Rating %

TV HH in

Market

HH viewing

program #/HH

Total

Viewers

(000)

Cost per

point

(CPP)

Cost per :30

ad

No. of

Insertions Total Cost

CPM

(Viewers)

Giada at Home

Boston 1.8 1.8% 2,404,800 43,286 2.5 108 473$ 851$ 32 27,245$ 7.87$

Chicago 1.8 1.8% 3,497,500 62,955 2.5 157 758$ 1,364$ 32 43,661$ 8.67$

San Fransisco 1.8 1.8% 2,432,700 43,789 2.5 109 626$ 1,127$ 32 36,058$ 10.29$

Giada at Home Total/AVG 150,030 374 619$ 1,114$ 96 106,944$ 8.94$

Rachael's Vacation

Boston 1.3 1.3% 2,404,800 31,262 2.5 78 424$ 551$ 32 17,638$ 7.05$

Chicago 1.3 1.3% 3,497,500 45,468 2.5 114 464$ 603$ 32 19,302$ 5.31$

San Fransisco 1.3 1.3% 2,432,700 31,625 2.5 79 606$ 788$ 32 25,210$ 9.96$

Rachael's Vacation Total/AVG 108,355 271 498$ 647$ 96 62,150$ 7.44$

All TV Totals/AVG

Boston 1.3 1.3% 2,404,800 31,262 2.5 78 424$ 551$ 32 17,638$ 7.05$

Chicago 1.3 1.3% 3,497,500 45,468 2.5 114 464$ 603$ 32 19,302$ 5.31$

San Fransisco 1.3 1.3% 2,432,700 31,625 2.5 79 606$ 788$ 32 25,210$ 9.96$

Chic & Easy Total/AVG 108,355 271 498$ 647$ 96 62,150$ 7.44$

All TV Total/AVG 366,740 916 538$ 803$ 288 231,245$ 7.94$

(total) (total) (avg) (avg) (total) (total) (avg)


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Internet Placements

Web Sites

cost/1,000

impressions

total impressions /

month (000)

total cost /

month No. of months

Total No. of

impressions

(000) Total cost

epicurious.com 6.94$ 75 521$ 4 300 2,082$

oprah.com/book_club.html 7.07$ 75 530$ 4 300 2,121$

CNN.com/books 7.07$ 75 530$ 4 300 2,121$

gourmet.com 6.94$ 75 521$ 4 300 2,082$

gourmetfile.com 6.94$ 75 521$ 4 300 2,082$

foodnetwork.com 7.07$ 50 354$ 4 200 1,414$gourmetsleuth.com 6.94$ 75 521$ 4 300 2,082$

matchmywine.com 6.94$ 50 347$ 4 200 1,388$

gourmetnews.com 5.68$ 25 142$ 4 100 568$

gourmetrecipe.com 6.94$ 75 521$ 4 300 2,082$

easyfoodandwine.com 6.94$ 75 521$ 4 300 2,082$

shelfari.com 7.07$ 25 177$ 4 100 707$

allrecipes.com 6.94$ 75 521$ 4 300 2,082$

BANNERS TOTAL/AVG 5,723$ 3,300 22,893$

(total) (total) (total)


7/8



Google Keyword-based Search Buys

Google Keyword-based ads

Cost per

Click (CPC)

Total Clicks

per Month

Number of

Months Total Clicks Total Cost CPM (CPC)

wine pairings 0.63$ 200 4 800 504$ 630$

gourmet cheese 1.42$ 600 4 2400 3,408$ 1,420$

olive oil 1.16$ 9500 2 19000 22,040$ 1,160$

gourmet recipes 0.84$ 1260 4 5040 4,234$ 840$

wine and cheese 1.32$ 400 2 800 1,056$ 1,320$

wine tasting 1.12$ 5000 2 10000 11,200$ 1,120$

Google Totals/Avg 1.08$ 16,960 38,040 42,442$ 1,082$

(avg) (total) (total) (total) (avg)


8/8



Campaign Schedule

May June July August

Week1

Week2

Week3

Week4

Week1

Week2

Week3

Week4

Week1

Week2

Week3

Week4

Week1

Week2

Week3

eek4

Television

Giada at Home x x x x x x x x x x x x x x x x

Rachael's Vacation x x x x x x x x x x x x x x x x

Chic & Easy x x x x x x x x x x x x x x x x

Radio

San Fran-KSFO-AM x x x x

Chicago-AM 560 WIND x x x x

Boston-WBUR-FM x x x x

Magazines

Food & Wine x x x x x x x x x x x x x x x x

Bon Appetit x x x x x x x x x x x x x x x x

Fine Cooking x x x x x x x x x x x x x x x x

Newspapers

San Francisco Chronicle x x x x x x x x

Chicago Tribune x x x x x x x x

Boston Globe x x x x x x x x

Internet

epicurious.com x x x x x x x x x x x x

oprah.com/book_club.html x x x x x x x x x x x x

CNN.com/books x x x x x x x x x x x x

gourmet.com x x x x x x x x x x x x

gourmetfile.com x x x x x x x x x x x x

foodnetwork.com x x x x x x x x x x x x

gourmetsleuth.com x x x x x x x x x x x x

matchmywine.com x x x x x x x x x x x x

gourmetnews.com x x x x x x x x x x x x

gourmetrecipe.com x x x x x x x x x x x x

easyfoodandwine.com x x x x x x x x x x x x

shelfari.com x x x x x x x x x x x x

allrecipes.com x x x x x x x x x x x x

Documents

Media Buying Schedule