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Jan. 08, 2016

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Hill's Science Diet Media Plan

Jan. 08, 2016

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Created a media plan for Colgate-Palmolive's Hill's Science Diet in the pet food industry. The plan included a situational analysis, proposed target audience, media mix, sales promotion, as well as, an a budget for the campaign that was simulated through Media Flight Plan.

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Hill's Science Diet Media Plan

1. 1. HILL'S SCIENCE DIET MEDIA PLAN Katherine Angst Brian Lane ADV 507 – Fall 2015 Professor Amy Falkner
2. 2. Table of Contents Executive Summary…………………………….……………………………..Page 1 Situational Analysis …………………………………………………………..Page 2 Analysis of Marketing Objectives Page 2 Competition Page 3 Brand History Page 6 Target Audience Page 7 Geography Page 10 Purchase Cycle and Seasonality Page 12 Media Mix Page 12 Media Objectives, Strategies and Rationales………………………….Page 15 Target Audience Objectives Page 15 Target Media Mix Objectives Page 18 Reach and Frequency Objectives Page 26 Media Budget Objectives Page 28 Geography Objectives Page 30 Scheduling and Timing Objectives Page 32 Sales Promotion Objectives Page 34 Media Flight Plan………………………………………………………………Page 36 Goal Sheet Page 36 Flowchart Page 37 Yearly Summary Page 38 Appendix…………………………………………………………………………Page 39 Work Cited Page 39 Simmons OneView Page 40 Survey Questions Page 68 PMN Grids Page 71 Facebook Message Page 81 Media Flight Plan Extras..……………………………………………………Page 82
3. 3. 1 Executive Summary Background Hill's Science Diet was created in 1968 and has since been one of the most recommended dog foods by veterinarians. This extensive line of dog food is offered online and in pet stores. Hill's Science Diet is in the mature phase of its life cycle, seen by its low growth of sales and market share. Objectives As a mature brand, Hill's Science Diet must increase its standing as being one of the leaders in the pet food market. It is necessary to grow Hill's Science Diet's net sales by 3.5% and increase unaided brand awareness using an offensive marketing strategy. Target Audience The media plan will target the "overactive pet parent," who is a dog owner between the age of 35-54. They are hard workers, but make sure that they have time for what is most important to them – their family. This male and female target wants whatever is best for their dog(s). Target Media Mix This adult working target is often found in just 3 places, in the car, at work or at home. With that, the media mix that was found to be most appropriate for this target, was radio, network prime time TV and internet. In addition, it was deemed necessary to include 11 spot markets, that make up an additional 20.06% of US households. These spot markets are advertised to using spot radio, outdoor transit ads and digital spot. These 3 mediums correlate with exactly where our target spends most of their time: when in the car – radio and outdoor, when at home – network prime time TV and internet, and when at work – the target is found on the internet. Reach and Frequency Goals Using a medium-high reach goal of 80 and a frequency goal of 4.5, Hill's Science Diet will be reaching their female target while being able to capture the current male buyers of Hill's Science Diet. With the necessary increase in unaided awareness, it is understood that ads are put out frequently. With that, a medium-high reach goal allows for the ads to be put in front of the right audience at the right time. Media Budget With a $20 million budget, advertising has been split up to include both national and spot markets in the outdoor, internet, network prime time TV and radio. The spot markets have been distributed among 11 locations that make up 20.06% of the total US population. In addition, approximately 1.25% of this budget has been put into contingency to set aside money for any potential last minute media buys deemed necessary. Campaign Details This campaign will run from July to March using a continuous media schedule. Spot is used in every month except July and December. Sales Promotions To additionally capture the 11 spot markets, an additional $1 million was set aside for sales promotions. These sale promotions include "New Year, New Pal," which is devoted to giving samples out to veterinarians during January through March. With the "Walk in the Park" promotion, during the month of August, promotional goods such as t-shirts and free samples will be distributed during the walk.
4. 4. 2 Situational Analysis Analysis of Marketing Objectives Current Market of Hill's Pet Nutrition Colgate-Palmolive's competes in the Pet Food Production Industry through its subsidiary, Hill's Pet Nutrition. Hill's Science Diet currently own 6.5% of the market. In 2015, Colgate is expected to generate $1.5 billion in pet food revenue from its four major production facilities in the United States. Over the last 5 years the company's growth has relatively remained unchanged, growing an estimated 2.1% per year on average (Neville). Product Hill's Science Diet has some of the best dog food on the market, offering a wide range of products for dogs including dry and wet food, as well as treats. Science Diet products are tailored to the dog's individual needs, taking into account the dog's age and health ("Hill's Pet Nutrition"). Hill's Science Diet contains very few controversial ingredients and is rated an average dog food by Dog Food Advisor. The problem, however; is that there has been shift in consumer's attitudes about Science Diet. Consumers are starting to prefer dog food that is marketed as "natural" yet, they currently see Science Diet as being "artificial" (MFP). Place Hill's Science Diet is distributed through various retailers through their ecommerce platform and brick and mortar. Retailers include Amazon.com, Pet 360, PetSmart, Petco, and PetFoodDirect. Amazon's carries Science Diet at the cheapest price, while Pet 360 and PetFoodDirect tend to have the most expensive prices. Price The prices of Hill's Science Diet dog foods vary greatly depending on the size of the packaging, the type of dog food (dry, wet, treat), and the retailer. Dry foods tend to be held in large packaging ranging from anywhere from 4.5 lbs – 33 lbs. For a 30 lb bag of Adult Healthy Mobility Large Breed, prices range from $40.79-$62.39 depending on the retailer. Wet foods are held in cans that are 5 oz – 13 oz in size. For a 12.8 oz can of Adult Savory Stew with Chicken & Vegetables prices range from $19.08-$25.48 depending on the retailer. Dog treats are between 7.1 oz – 12 oz in size. For a 9 oz bag of Baked Light Biscuits with Real Chicken, prices range from $2.99 – $5.94 depending on the retailer. Promotion Hill's Science Diet markets to the "Over Protective Pet Parent," speaking to the way dog owners try to provide their dogs with best nutritional choice possible to enhance their dog's health. As of December 12th 2015, Hill's Pet Nutrition had a solid social media following on Facebook with 1,306,834 likes. Posts are made quite frequently, every few days, and generally have a good amount of engagement. Hill's has a few type of posts that are done quite often such as Pet of the Week ("Hill's Pet Nutrition Facebook Page"). There's nothing really promotional about the posts that shows the benefits of Science Diet or attempting consumers to purchase it, however; Hill's does have giveaways. In terms of coupons Hill's does have them for Science Diet on the Hill's Pet Nutrition website, but currently don't offer any.
5. 5. 3 Competition Industry Analysis: Pet Food Production (NACIS: OD4347) The Pet Food Production industry primarily manufactures dog and cat food. It is estimated to be a $23.6 billion dollar market in terms of revenue and $3.7 billion in terms of profit. In the next five years, it is expected to grow 1.8% annually due to increased ownership of pets because of the rise of disposable income. Dog food accounts for about 68% of the industry. Dog food product segments are broken down as followed: dry dog food, dog treats, and wet dog food, each accounting for 43.9%, 12.6%, and 11.2%, of the market respectively. The increase in pet ownership has coincided with a tendency to treat pets as members of the family, thereby encouraging the purchase of higher-priced premium goods that claim to be excellent for your pet's well-being. Owners who treat their pets like they are part of the family are more willing to spend money on organic and premium pet food products (Neville). Concerned Pet Owner Trends:  32% of all pet owners report an interest in natural pet foods, and 30% of consumers identify no-artificial ingredients as an important purchase factor when buying store brand human food (Neville).  55% of all pet owners agree they worry about filler ingredients in pet food; when asked to identify their ideal pet food ingredients, just 15% of pet owners include soy as an ideal ingredient, compared to 72% who choose poultry (Neville).  47% of pet owners agree the best diet for their pet is what their animal would have eaten in the wild (Kraushaar).  "Humanization" trend of pets has led consumers to be interested in all-meat and grain-free products, while food safety concerns related to product recalls will push consumers to higher-priced products (Neville).  Rise of wet dog food market driven by consumer perceptions of wet dog food as fresher and a less processed alternative to dry food. It is also more flavorful which allows owners to spoil their dogs (Neville). Major Players There is high competition within the Pet Food Production Industry with 241 competing businesses. Major factors that firms compete on include price, product quality, reputation, variety and marketing. Large firms nearly compete in all product segments (dry dog food, dog treats, and wet dog food), while smaller firms focus on niche product lines. There are four major companies within the Pet Food Production industry that account for half of the industry revenue: Mars Inc. (25.3%), Big Heart Pet Brands (9.8%), Nestle SA (9.5%), and Colgate-Palmolive (6.5%) (Neville). Leading Companies – Dry Dog Foods Parent Company Brand 2015 Market Share Nestle SA Purina 46.2% Mars Inc. Pedigree 12.3%
6. 6. 4 Proctor & Gamble Iams 10.2% Big Heart Pet Brands Kibbles N Bits 7.2% Source: Mintel Leading Companies – Wet Dog Foods Parent Company Brand 2015 Market Share Nestle SA Purina 34.6% Mars Inc. Pedigree 22.4% Cesar Cesar 18.4% FreshPet FreshPet 5.2% Source: Mintel Leading Companies – Treats Dog Foods Parent Company Brands 2015 Market Share Big Heart Pet Brands Milkbone 14.6% Big Heart Pet Brands Pup Peroni 7.5% Big Heart Pet Brands Cainine Carry 4.9% Nestle SA Purina 20.5% Mars Inc. Whiskas 10.2% Mars Inc. Pedigree 8.7% Source: Mintel Hill's Science Diet Competitive Analysis Grid Company Price (Petsmart) Nutrition and Ingredients Overall Hill's Science Diet $32.99 for 17.5lbs of Large Breed Light Adult Dog Food $1.89 per pound -25% protein, 15% fat, 53% carbs -Controversial ingredients: whole grain wheat, whole grain corn, corn gluten meal, dried beet pulp, soybean oil, dried peas Average Pedigree $13.99 for 17lbs of Large Breed Dog Food $0.82 per pound -25% protein, 11% fat, 56% carbs -Controversial ingredients: Ground whole grain corn, poultry by-product meal, corn gluten meal, animal fat, soybean meal, ground whole grain wheat, chicken by-product meal, brewers rice, dried plain beet pulp, dried peas, added color Below- average Purina Pro Plan $31.99 for 18lbs of Large Breed Dog Food $1.78 per pound -32% protein, 21% fat, 40% carbs -Controversial ingredients: brewers rice, poultry by-product meal, corn gluten meal, whole grain wheat, animal fat preserved with mixed-tocopherols, whole grain corn, corn germ meal, brewers dried yeast, Below- average Purina One $22.99 for 16.5lbs of Smartblend Large Breed Adult Dog Food $1.39 per pound -30% protein, 14% fat, 49% carbs -Controversial ingredients: Brewers rice, poultry by-product meal, corn gluten meal, whole grain wheat, whole grain corn, animal fat preserved with mixed-tocopherols, pea fiber, animal digest, garlic oil, menadine sodium bisulfite complex Below- average
7. 7. 5 Eukanuba $29.99 for 16lbs of Adult Dog Food – Chicken $1.87 per pound -28% protein, 18% fat, 46% carbs Controversial ingredients: chicken by- product meal, corn meal, brewers rice, dried pulp, sodium hexametaphophate, brewers dried yeast Average Royal Canin $38.99 for 14lbs of Adult Dog Food $2.79 per pound -32% protein, 16% fat, 44% carbs -Controversial ingredients: Brewers rice, chicken by-product meal, corn, wheat gluten, dried plain beet pulp, vegetable oil Below- average Blue Buffalo $56.99 for 22lbs of Limited Ingredient Grain Free Adult Dog Food $2.59 per pound -22% protein, 13% fat, 57% carbs -Controversial Ingredients: pea fiber, canola oil, alfalfa meal, caramel Above- average Iams $27.99 for 23.2lbs of Healthy Naturals Adult Dog Food $1.21 per pound -25% protein, 17% fat, 50% carbs -Controversial ingredients: corn meal, chicken by-product meal, dried beet pulp brewers dried yeast, caramel Below average Source: Dog Food Advisor ("Dry Dog Food Reviews") Hill's Science Diet competes with many similar dog food products. Based off the chart above, there is a correlation between overall quality of dog food and price. Higher quality dog food, such as Blue Buffalo, has a higher price per pound, while lower quality dog food such as Pedigree has a lower price per pound. The quality of the dog food is mostly determined by the amount of controversial ingredients the food has. The more controversial ingredients there are, the poorer the quality the dog food is. Competitive Advantage Hill's Science Diet competes in a cluttered market; however, Science Diet is able to differentiate themselves in this competitive landscape due to its uniquely formulated dog food. This is a dog food that prides itself on its longevity. Science Diet was developed by veterinarians in 1968, and to this day it is still the most recommended dog food by vets. What makes Science Diet so great is that it is specialized to the dog's individual needs, whether that be oral care, sensitive stomach and skin, perfect weight, healthy mobility, or advanced fitness. Other dog food brands have specialty products as well, but not nearly as many as Science Diet. The price to quality ratio for Science Diet is fairly reasonable. It only contains some by- products and fillers, but for what it is worth Science Diet is definitely a better dog food purchase compared to the price and quality of below average dog foods such as Pedigree, Iams, and Royal Canin.
8. 8. 6 SWOT Analysis Strengths -Veterinarian recommended product -Offers specialized food for certain health lifestyles -Been around since 1968 -Trusted brand -Small kibble -Fairly reasonable price for product -Offers dry food, wet food, and treats Weaknesses -Not being recommended in pet stores -Low advertising spending and budget -Low overall share of voice -Contains some byproducts and fillers Opportunities -Tap into competitor's market share -Low spending in internet market -Wet food is on the rise Threats -Better quality food competitors are gaining recommendations -Competition from other brands Brand Perceptual Map: Natural Ingredients vs. Price Brand History Brand History In 1928, Dr. Mark L. Morris Sr. established, Raritan Hospital for Animals, one of the first animal hospitals in the United States. He believed managing nutrition could have a positive effect on the health of a pet's life. In the late 1930s, Dr. Morris came across a German Shepherd that was suffering from kidney failure. Dr. Morris attributed the dog's problem to poor nutrition, and as a result he began developing a new pet food with the help of his wife ("Hill's Pet Nutrition). It was in 1948 that Dr. Morris contracted with Burton Hill, of the Hill Packing Company, to can the food with a new name, and license Hill to produce his pet food formulas. In the next few All Natural Ingredients High PriceLow Price Controversial Ingredients
9. 9. 7 years the partnership evolved into Hill's Pet Nutrition, continuing to grow and adding formulas of therapeutic pet food to its Prescription Diet line of products. In 1968, Dr. Morris' son, Dr. Mark Morris Jr., noticed the demand for consistent, high-quality pet food, and as a result he developed Hill's Science Diet, which was made by veterinarians and pet professionals ("Hill's Pet Nutrition). In 1976, the Colgate-Palmolive Company purchased Hill's Pet Nutrition. Today Hill's is available internationally. Veterinarians worldwide recommend and feed their own pets Hill's products more than any other brand of pet food. Hill's product lines include more than 60 Prescription Diet brand pet foods and more than 50 Science Diet brand pet foods. Moving forward Hill's is committed to strengthening and lengthening the relationships between people and their pets (Hill's Pet Nutrition). Product Life Cycle Hill's Science Diet is currently in the maturity phase of the product life cycle. It is a brand that has been around since 1968 and in the last five years has seen stagnant growth in revenue, growing only an estimated 2.1% per year (Neville). Target Audience Demographics Using Simmons Oneview 2013, the demographic statements that were found most prevalent when running against Hill's Science Diet and its largest competitors. The below statements were found using a base of (Iams [Brands Most Often] or Pedigree [Brands Most Often] or Purina Pro Plan [Brands Most Often] or Purina One [Brands Most Often] or Hill's Science Diet [Brands Most Often] or Eukanuba [Brands Most Often] or Other Dry Dog Food [Brands Most Often]). Gender: Males (102) and Females (99) Age: 35-54 (115) 35-39 (110) 40-44 (109) 45-49 (122) 50-54 (117)
10. 10. 8 Race: White (111) Education: Some College Experience Attended College 1-3 Years (113) Graduated college or more (105) Relationship Status: Presently Married (114) Employment Field: Professional Job Management/Business & Financial Operations (129) Professional/Technical (117) Sales (108) Household Income: $40,000 or more (116) Currently Reside in: Arizona (109), California (108), Florida (106), Georgia (120), Missouri (138), Ohio (103), Tennessee (138), Texas (106), Virginia (106) Rationale The target was compared to the suggested target of Hill's Science Diet which was primarily female, 35-54, lives in suburban areas, college educated, works outside of the home and has a household income of $75K+ (MFP). The target has since been expanded after talking to a PetCo. Employee at 3150 Erie Blvd East, Dewitt, NY and an employee at Choice Pets in Ossining, NY. After talking to these employees it was understood that employees were not recommending Hill's Science Diet pet food, but rather just the vets were. The male psych typically includes males going to stores knowing what they want to purchase, thus if a vet told a male which to buy he would walk into a store and not ask an employee for help, females would be more inclined to talk, and be talked out of buying Hill's. With this primary research, it was understood that the target had to be changed. As a result, it was decided to make the target Adults – in order to capture the male target who is likely to purchase Hill's (and who currently do) and include the female demographic as recommended by Hill's Science Diet. The age was confirmed by Hill's recommendation as well as Mintel and Simmons. The age of 35-54 is used since the indexes using Simmons were above 110, signifying that that the age demographic is very likely to use the product. Additionally, according to a Mintel survey of 2,000 internet based users, aged 18+ under the topic "Any pets living in household by six age groups, February 2015", people between the ages of 35-44 had a pet ownership of 20% of the 2,000-person sample, while people ages 45-54 had pet ownership of 29% percent of the sample (Kraushaar). The household income was also reduced as seen in Simmons OneView 2013, since a household with a higher family income would likely buy a more expensive dog food. Since the Simmons base included Hill's Science Diet and its competitors, it uncovered information about the target buying Hill's most direct competitors.
11. 11. 9 Psychographics These psychographic statements were found using Simmons Oneview 2013, using a base of (Iams [Brands Most Often] or Pedigree [Brands Most Often] or Purina Pro Plan [Brands Most Often] or Purina One [Brands Most Often] or Hill's Science Diet [Brands Most Often] or Eukanuba [Brands Most Often] or Other Dry Dog Food [Brands Most Often]) and an age between 35-54. Lifestyle Statements - "I would like to set up my own business one day (129, any agree) - "I only go work at my current job for the money" (118, any agree) - "I look at the work I do as a career rather than just as a job (115, any agree) - "I like to provide my children with the things I didn't have as a child (111, any agree) - "I like spending most of my time at home with my family (109, any agree) - "I enjoy entertaining people in my home" (108, any agree) - "I am a workaholic (107, any agree) - "I am a perfectionist (107, any agree) - "I prefer to spend a quiet evening at home than to go out" (106, any agree) Media Habits - "I am doing more of my shopping on the internet than before" (129, any agree) - "It's important for me to have internet access when I am "on-the-go" — away from home or work" (125, Any Agree) - "The internet has changed the way I shop for products/services" (122, any agree) - "When I see something interesting on TV, I often go online to find out more about it" (122, any agree) - "If I find something I want in a store, I go to the internet to see if I can find a better deal" (122, Any Agree) - "When I am shopping, I often use my mobile/ handheld device to search for local deals" (121, any agree) - "I often use the internet to help plan my shopping trips" (118, Any Agree) - "I enjoy watching kids' TV shows with my children" (118, any agree) - "I listen to the radio every day" (117, any agree) - "When I need information the first place I look is the internet" (115, any agree) - "I rely on the internet to communicate with friends and family" (115, any agree) - "I spend less time reading newspapers in print because of the internet" (113, any agree) - "I spend less time reading magazines in print because of the internet" (113, any agree) - "The internet has changed the way I get information about products and services" (112, any agree) - "The internet has become a primary source of entertainment for my family" (112, any agree) - "I enjoy posting photos, videos, songs and other content on social networking/community websites" (111, any agree) - "I listen to the radio when I need a quick news update" (111, any agree) - "I usually carry multiple mobile/ handheld devices with me" (110, Any Agree) - "Nowadays, I access the internet more through my mobile/ handheld device than a computer" (109, Any Agree) - "I rely on radio to keep me informed" (108, any agree) - "When in the car, I always listen to the radio" (108, any agree) - "Radio is my main source of entertainment" (106, any agree) - "I like television commercials that make me laugh" (106, any agree)
12. 12. 10 From these Simmons indexes, it is understood that these adults 35-54, with a household income of $40,000 or more, have some higher education experience and have some type of professional job. The target sees their job as a career and a source of income. However, while they are devoted workers, their life doesn't just revolve around their job, but rather it includes their friends and family. The target enjoys spending quiet evenings at home and spending time with family. They strive to provide their children with things they themselves didn't have growing up and they enjoy entertaining friends in family in their household. Family and friends are the center of their world, even if these adults are always busy at work. It is also important to note that while their family is the center of their home, their dog(s) are included as well. Their dog(s) have been there every step of the way and they are a part of their family atmosphere. These "over protective pet parents" want the very best for their dog(s) and their choice in pet food reflects that decision. In regards to media, this adult target has been largely changed by the internet. They tend to read less magazines and newspapers in order to read the internet for information about the world. Since their family is the center of their world, this adult 35-54 target, uses social media sites to keep up with their family. This information is 2 years old now, and 35-54 year olds are more likely than ever to be on social media to keep up with their family and friends. This target also enjoys watching TV with their families, but when they are driving to work they turn on the radio to get quick news updates and listen to music. Product Usage The purchasing of dog food depends on the breed of dog, the weight, dog's lifestyle, how often the owner chooses to feed the dog, how many dogs are living in the household, as well as age. Certain breeds tend to eat more because of their owner's feeding schedule and the breed's size. The standard serving size is one cup of food for every 15 pounds. Product usage will also vary depending on what size is purchased, Hill's offers 15.5 pound bags, 17.5 pound bags, 30 pound bags, 33 pound bags, and 38.5 pound bags ("Hill's Pet Nutrition"). Some people enjoy using the smaller bags for storage purposes and to keep the food fresh, while others would rather save money and purchase the food in bulk size. When surveying professionals between 35-54, many of these pet owners stated they bought food approximately once a month but it varied as some owners bought as much as twice a month and some bought more infrequently around every 6 weeks (Primary research). According to Hill's Pet website, it recommends choosing one of the three methods: the free choice method, where food is left out at all times and a dog can choose when he or she eats, time- limited feeding, where food is left out for a limited period of time and meal feeding where food is only given at meal times ("Hill's Pet Nutrition"). When at Choice Pets located in Ossining, NY, the salesperson recommended not switching brands since dogs' stomachs are very weak. When dog food is changed, the old dog food must be gradually phased out and therefore food should not be switched often. He also mentioned if a dog is happy on their dog food, there is no reason to change. The salesperson mentioned that the biggest reason for switches in dog food is veterinarian suggestions, obesity, change in a dog's appetite or personality (acting sluggish or unhappy). Thus, it is often quite rare for people to buy food without finishing what they currently have. Geography According to Simmons Oneview 2013, using a base of (Iams [Brands Most Often] or Pedigree [Brands Most Often] or Purina Pro Plan [Brands Most Often] or Purina One [Brands Most Often] or Hill's Science Diet [Brands Most Often] or Eukanuba [Brands Most Often] or Other Dry Dog Food [Brands Most Often]) and an age between 35-54, the best states to advertise in are
13. 13. 11 Arizona (109), California (108), Florida (106), Georgia (120), Missouri (138), Ohio (103), Tennessee (138), Texas (106), Virginia (106). Adults 35-44 The best geographical areas in regards to the percentage of Adults between the ages of 35-44 would be California, Nevada, Colorado, Texas, Georgia, North Carolina, Virginia, Maryland, New Jersey, Massachusetts and Connecticut which includes 12.30%-13.69% of the US population in that state ("SimplyMap"). Adults 45-54 The best geographical areas in regards to the percentage of Adults between the ages of 45-54 would be Missouri, Michigan, Maine, New Hampshire, Massachusetts, Connecticut, New Jersey, Maryland, Rhode Island which includes a 12.30%-13.69% of the US population in that state ("SimplyMap"). With the following information from Simmons and SimplyMap, the top cities in California, Georgia, Texas, Florida, Ohio, Missouri, Tennessee and Virginia were taken to form the 11 spot markets that make up 20.06% of the US population. The spot location information was found using Media Flight Plan. Spot Locations Rank City State Percent of US Households 2 Los Angeles CA 5.00% 5 Dallas-Ft. Worth TX 2.16% 6 San Francisco et al CA 2.14% 8 Atlanta GA 2.04% 10 Houston TX 1.82% 13 Tampa-St Pete FL 1.58% 16 Miami-Ft. Lauderdale FL 1.36% 17 Cleveland OH 1.36% 21 St. Louis MO 1.10% 30 Nashville TN 0.86% 42 Norfolk et al VA 0.64% Total 20.06%
14. 14. 12 It has been decided that the spot locations that would be used are the following: Los Angeles, Atlanta, Dallas, San Francisco, Houston, Tampa, Miami, Cleveland, St. Louis, Nashville and Norfolk. The total of these spot markets include 20.06% of the United States population. These 11 spot locations were found by using the top states found in Simmons OneView and then looking at Media Flight Plan for the top cities in those states. Purchase Cycle and Seasonality Dog food is purchased when food runs out or is close to running out. There is very little seasonality of the product, since dogs always need to eat. It is typically purchased monthly as understood by our primary research. Depending on the bag size purchased prior, dog weight, dog lifestyle, and age are all factors on the frequency of purchase. The frequency of how often the dog is fed is the largest determinant. Some seasonality that was found was through Google AdWords search terms of "dog food" and "Hill's Science Diet." As seen below there is a sharp decline from November to December of searches for both terms. The searches peak around January and March and is pretty steady during April through June. In July searches start to pick up once again and stay fairly steady until December ("AdWords"). Source: Google AdWords, "Hill's Science Diet" search term Source: Google AdWords "dog food" search term Media Mix Quintiles Target Media Usage Quintile I Quintile II Outdoor 135 111 Radio Drive Time 132 112 Internet at Work 130 161 TV Prime Time 118 105 Radio All Day 118 103
15. 15. 13 Magazines 105 106 Internet at Home 105 105 TV All Day 98 101 Newspapers 94 116 TV Early/Late 84 113 Cable TV 79 96 The target media usage was based off of Simmons Oneview data using a base of (Iams [Brands Most Often] or Pedigree [Brands Most Often] or Purina Pro Plan [Brands Most Often] or Purina One [Brands Most Often] or Hill's Science Diet [Brands Most Often] or Eukanuba [Brands Most Often] or Other Dry Dog Food [Brands Most Often]) and age between 35-54. As seen by the quintiles above, this target tends to look at and consume outdoor ads the most and radio drive time. They also use internet at home and at work and enjoy watching TV during prime time. Media Mix and Share of Voice Media Mix Network TV Dollars Cable TV Dollars Syndication Dollars Spot TV Dollars Magazine Dollars Internet Display Dollars Blue Buffalo 13.8% 31.4% 31.9% 0.4% 22.1% 0.4% Hill's Science Diet 0.0% 54.3% 0.0% 0.0% 0.0% 42.7% Iams 18.4% 38.9% 5.0% 0.2% 35.1% 2.3% Purina 21.8% 47.9% 4.5% 0.1% 23.2% 2.6% Royal Canin 0.0% 0.0% 0.0% 67.2% 0.0% 32.8% Source: MFP Share of Voice Network TV Dollars Cable TV Dollars Syndication Dollars Spot TV Dollars Magazine Dollars Internet Display Dollars Blue Buffalo 19.3% 20.1% 69.2% 21.5% 19.7% 4.3% Hill's Science Diet 0.0% 0.3% 0.0% 0.0% 0.0% 3.9% Iams 47.9% 46.4% 20.3% 17.4% 58.1% 52.3% Purina 32.8% 33.2% 10.5% 6.8% 22.3% 33.2% Royal Canin 0.0% 0.0% 0.0% 54.3% 0.0% 6.4% Source: MFP
16. 16. 14 Currently, Hill's Science Diet is only advertising in cable TV, and internet. Hill's Science Diet only has a share of voice of 0.27% for cable TV and 3.94% for the internet (MFP). Compared to Hill's Science Diet competitors, the budget is not high enough to compete. With the new $20,000,000 budget, Hill's Science Diet can more effectively spend their money to gain market share (MFP). Currently, no one is spending over $400,000 in spot TV, which could be a good place to advertise too (MFP). Iams has the highest media budget of $64.8 million, and as a result, Iams has the highest share of voice in network TV, cable TV, magazine and internet display (MFP). Purina comes in second with a $37.6 million (MFP). Purina is a top competitor in network TV, cable TV, magazine and internet display, but they do not hold the largest share. Blue Buffalo has a budget of $34.8 million and holds the largest share of voice in syndication, but also holds a decent presence in magazine and spot TV. Royal Canin which has the smallest competitor's budget has the highest share of voice in spot TV (MFP). Internet spending is fairly low across the board, with no competitors spending over a million dollars, this could be a good place to advertise because there is no specific competitor that owns a huge portion of share internet. Media Recommendation In conjunction with both the competitor's media mix, competitor's share of voice and the quintile research from Simmons OneView, it would be beneficial to reach the target through network prime time TV, radio, and through digital advertising, specifically social media, mobile, targeted ad sites and general targeted ad sites to reach the target at home and at work. Using the 11 spot markets, it is recommended these cities gain additional advertising through spot radio, outdoor transit ads, and digital. It is also recommended to put money into sales promotions which will include event marketing and giving samples out to veterinarians within the 11 spot markets. With the expected target, it would also be a good idea to use a mixture of reach and frequency to captivate both the current Hill's Science Diet users as well as capture new potential users. Blue Buffalo 25% Hill's Science Diet 0% Iams 47% Purina 27% Royal Canin 1% TOTAL SPENDING SHARE OF VOICE
17. 17. 15 Media Objective, Strategies and Rationales Target Audience Objective Make Hill's Science Diet to be seen as the number one dog food brand recommended by vets to adults aged 35-54, with the goal of increasing net sales by 3.5%, stabilizing the falling brand awareness and encourage shared brand experiences. Gender: Males (102) and Females (99) Age: 35-54 (115) 35-39 (110) 40-44 (109) 45-49 (122) 50-54 (117) Race: White (111) Education: Some College Experience Attended College 1-3 Years (113) Graduated college or more (105) Relationship Status: Presently Married (114) Employment Field: Professional Job Management/Business & Financial Operations (129) Professional/Technical (117) Sales (108) Household Income: $40,000 or more (116) Current Reside in: Arizona (109), California (108), Florida (106), Georgia (120), Missouri (138), Ohio (103), Tennessee (138), Texas (106), Virginia (106) Lifestyle Statements - "I would like to set up my own business one day (129, any agree) - "I only go work at my current job for the money" (118, any agree) - "I look at the work I do as a career rather than just as a job (115, any agree) - "I like to provide my children with the things I didn't have as a child (111, any agree) - "I like spending most of my time at home with my family (109, any agree) - "I enjoy entertaining people in my home" (108, any agree) - "I am a workaholic (107, any agree) - "I am a perfectionist (107, any agree) - "I prefer to spend a quiet evening at home than to go out" (106, any agree)
18. 18. 16 Day in the Life Erika Longman Gender: Female Age: 39 Race: White Education: Graduated from Vanderbilt University Relationship Status: Currently married for 7 years Employment Field: Capital Investment Advisers (CIA) Household Income: $56,000 Location: Miami, Florida Erika Longman is 39 years old and lives in Miami, Florida working for a Capital Investment Advisers. She graduated from Vanderbilt University with her boyfriend, who she is now married to. She met him while at a college party with her friends just hanging out. When Erika and John graduated, they decided to get married. They ended up moving to Miami, Florida, where Erika's parents live. Erika didn't want to live far away from her parents because her family, John, and her dog Joey are her entire world. Erika decided to move to Miami, Florida because she wanted to be close to her family. Additionally, she wanted to make sure that Joey would be able to have a fun and healthy life. Erika has a strong connection to her dog and can sometimes be a little overprotective of him. She always takes him to the vet at least once a year for his yearly check-up. She always wants to make sure he is as healthy as can be, especially now that he is getting older. "My husband and I own a Jack Russel Terrier who is currently 9 years old. I adopted him when he was a little puppy, so I have a bigger connection with him than my husband. As Joey is getting older, he is starting to develop some skin and stomach issues that I want to make sure get rectified. I want a dog food that is trusted and recommended by vets, since their opinion is the only one that really matters. With my busy schedule at work, I don't have much time to think and research the best dog food brand. When I go shopping, I try to avoid employees, as I am only looking to buy what I need and leave the store. At the end of the day, I want what Joey enjoys most and I want him to be happy and I want to protect him at all costs – he's my child." Rationale By using Simmons Oneview, which includes demographic, psychographic and competitor's information resulted in targeting adults aged 35-54. While this is a large audience of people, it was necessary to include both males and females within the demographic. Males, because those are the
19. 19. 17 current users of Hill's Science Diet and it is necessary to continue to capitalize and advertise to those consumers. As well, it was necessary to advertise towards females to try and steal market share from Hill's Science Diet's competitors.
20. 20. 18 Target Media Mix Objective Create an effective mixture of digital and traditional media to reach this adult 35-54 target using internet display, outdoor and transit ads, drive time radio, and prime time TV with the 11 spot markets that makes up 20.06% of US households. Strategy The Hill's Science Diet consumer is a busy, yet family oriented individual. When the consumer is not busy working at his or her job, the consumer can be found with family or friends. Therefore, it is important to create a proper media mix that will be receptive to the target. The goal is to reach this target at the 3 places they are found most often: home, work and on-the-go. In order to do this, it is recommended to use network prime time TV and internet display to reach the target at home, use network radio during morning and evening drive time, outdoor transit ads, and mobile internet advertising to capture the target on-the-go. Lastly, it is recommended to capture this target at work by using internet. The additional 11 markets, reach 20.06% of the United States. This population will gain additional exposure to the Hill's Science Diet brand because of the higher dog food consumption found when running the 2013 Simmons OneView crosstabs. National Media Stabilize general awareness and encourage trial through frequency Network Prime Time TV This target is likely to be busy until their job is over, dinner is made and they have a chance to relax for a few hours until they go to bed and start their day once again. Using network TV at prime time, this target can be captured sitting back and relaxing without changing the channels or muting the TV during commercials. Network Radio: Drive Time This adult target is one to be found driving to and from work. During this time, these working adults rely on the radio to stay informed on information including traffic jams, news updates and just to listen to music to keep themselves entertained on the drive. Internet: General Sites The adult 35-54 target is one that is on the internet, resulting in a great place to advertise. By advertising using general sites it will increase the frequency the target sees the ads inexpensively. Internet: Targeted Sites By tracking the target audience's internet tendencies through cookies, Hill's will be able to expose its consumers to the Science Diet brand. We recommend Hill's Science Diet targets sites our target is most likely to go to. Internet: Paid Social Media Adults 35-54 includes a wide range of people who do in fact use social media. They enjoy keeping family and friends up to date on their lives and sharing information with their connections. By capturing this target on social media they will see the messages sponsored by Hill's Science Diet. Internet: Mobile Since this target is always busy, whether working or on the go, they have their phones and use them. Spot Media Increase frequency with emphasis on sales promotion Spot Radio: Morning Drive Time In addition to national drive time radio, spot would be an added way to frequently message this target during a time they would be actively listening to the radio. Internet: General Sites Adults 35-54 includes a wide range of people who use the internet daily both at home and at work. By targeting this target, these adults will see the messages sponsored by Hill's Science Diet.
21. 21. 19 Internet: Targeted Sites By using cookies, we recommend Hill's Science Diet targets sites our target is most likely to go to. Internet: Paid Social Media By increasing spot paid social media it will allow for sales promotions to be brought about to this adult target. Using Facebook and Twitter these 11 spot markets will become aware of the promotions. Internet: Mobile The adult 35-54 target is one that is on the internet and using their phone on the go. Using spot market the target will gain additional exposure to Hill's Science Diet. Outdoor Since this adult 35-54 target is always on the go, they are constantly seeing outdoor ads. In the quintiles below, outdoor was the highest in terms of quintile I and II which are deemed "heavy users." Rationale – General Media Usage Target Media Usage Quintile I Quintile II Outdoor 135 111 Radio Drive Time 132 112 Internet at Work 130 161 TV Prime Time 118 105 Radio All Day 118 103 Magazines 105 106 Internet at Home 105 105 TV All Day 98 101 Newspapers 94 116 TV Early/Late 84 113 Cable TV 79 96 This target sees themselves as a "social media user" (113), which is why it is important to advertise through social media. They check social media 3 times or more a day (113). National Media Rationales Network Radio Morning and Evening Drive Times Rationale Target Audience Relationship With Radio Index (Any Agree) "I am doing more of my shopping on the internet than before" 129 "I listen to the radio every day" 117 "I listen to the radio when I need a quick news update" 111 "When in the car, I always listen to the radio" 108 "Radio is my main source of entertainment" 106 Additional Support:  5/5 respondents for the personal media network grids noted that he or she listened to traditional radio.  The target is usually on-the-go and tends to commute to and from work, which is when he or she tunes into the radio
22. 22. 20 Radio Type and Daypart Index Contemporary Hits: Mon-Fri 6am-10am 159 Country: Mon-Fri 6am-10am 149 News/Talk/Sports/Business: Mon-Fri 6am-10am 138 Country: Mon-Fri 3pm-7pm 134 Contemporary Hits: Mon-Fri 3pm-7pm 126 News/Talk/Sports/Business: Mon-Fri 3pm-7pm 122 Recommendation:  Hill's Science Diet is recommended to advertise during the morning and evening drive, which is the time the target is driving to and from their job.  The adult 35-54 target is open to paying attention to advertisements since changing stations while driving can be difficult. As well, when listening to radio talk shows, often times radio consumers will listen to the ads to make sure they do not miss what the talk show host has said.  Hill's Science Diet should advertise on the following CUME Audience radio stations: contemporary hits, country, and news/talk/sports/business stations. This radio audience is one that wants to enjoy their commute to and from work, but also wants to make sure they are up to speed with quick news updates. Network Prime Time TV Rationale Target Audience Relationship With Prime Time TV Index (Any Agree) "I like television commercials that make me laugh" 106 "I prefer to spend a quiet evening at home than to go out" 106 "Whenever commercials come on, I change channels" 101, low index for negation "Whenever commercials come on, I typically mute the TV" 93, low index for negation Additional Support:  5/5 respondents on personal media network grids indicated they watch traditional television on the weekday and weekends after dinner just before going to bed.  "I always watch Modern Family with my wife before going to bed since it is a nice way to unwind from the work day together." – Ronald Politi TV Show Network Index The Voice NBC 174 Survivor CBS 152 Hell's Kitchen FOX 150 2 Broke Girls CBS 149 The Amazing Race CBS 146 Mike & Molly CBS 137 Grey's Anatomy ABC 135 The Big Bang Theory CBS 133 Modern Family ABC 130 Saturday Night Football ABC 130 America's Got Talent NBC 129 Grimm NBC 127 Dateline NBC 125
23. 23. 21 Once Upon a Time ABC 125 America's Funniest Home Videos ABC 124 Hawaii-Five-O CBS 122 CSI CBS 113 20/20 ABC 112 Recommendation:  With these fairly high indexes it is evident that the target will be watching these shows during prime time TV. All of these shows are network TV series that tend to use social media to engage with the viewer. Because of this, these viewers will watch the show during its live showing so that their TV viewing experience is not ruined by social media spoiling the show's plot.  These series are all fairly gender neutral. While there is a large amount of TV shows listed, it would be a good idea to use a plethora of shows to capture a large portion of the adult 35- 54 target. As well, many of these shows air on different nights and times of the week.  This target wants to relax and watch their favorite prime time network TV shows. They are unlikely to change the channel since they won't want to miss any part of their show. Digital Rationale Target Audience Relationship With Digital and the Internet Index (Any Agree) "I am doing more of my shopping on the internet than before" 129 "It's important for me to have internet access when I am "on-the-go" — away from home or work" 125 "The internet has changed the way I shop for products/services" 122 "When I see something interesting on TV, I often go online to find out more about it" 122 "When I am shopping, I often use my mobile/ handheld device to search for local deals" 121 "I often use the internet to help plan my shopping trips" 118 "When I need information the first place I look is the internet" 115 "I rely on the internet to communicate with friends and family" 115 "I spend less time reading magazines in print because of the internet" 113 "I spend less time reading newspapers in print because of the internet" 113 "The internet has changed the way I get information about products and services" 112 "The internet has become a primary source of entertainment for my family" 112 "I enjoy posting photos, videos, songs and other content on social networking/community websites" 111 "I usually carry multiple mobile/ handheld devices with me" 110 "Nowadays, I access the internet more through my mobile/handheld device than a computer" 109 Additional Information:  This data was found using 2013 Simmons OneView which means these statements are considered to be out of date, more and more adults 35-54 are using the internet and joining social media sites. It is believed these indexes would be even higher if it was the current year's data.
24. 24. 22  "I always check my fantasy [football team] on ESPN to take a break from crunching numbers at work." – Jack Gardner  The digital world is ever expanding; as new methods are being developed on how to best reach the ever emerging digital world, now is a good time to start exploring the possibilities of digital media. Social Media Ads Resulting in Purchase Index Banner Ads (Not Very Often) 143 Video Ads (Not Very Often) 134 Video Ads (Not At All) 111 Banner Ads (Not At All) 108 From this information, it became understood that the target audience was not going to be looking at video ads to make a purchase which is why it was eliminated from the media buy. We however, choose to keep banner ads, even though it does not result in many purchases because it is a less expensive type of digital advertising which will allow for consumers to be frequently advertised to which can lead to brand recognition. Websites Visited Within Last 7 Days Index FOXNews.com 184 CNN.com 173 AllRecpies.com 164 HuffingtonPost.com 163 FoodNetwork.com 158 MSN.com 149 Groupon.com 148 Accuweather.com 142 ESPN.com 142 Coupons.com 139 Craiglist.org 139 Weather.com 138 Ebay.com 132 Yahoo.com 122 Twitter.com 121 Facebook.com 117 Google.com 115 Pandora.com 114 Youtube.com 111 Amazon.com 110 ABC.com 105 Recommendation:  With this busy target who is constantly at work, periodically they will take a break and surf the web or check social media.  With the ever increasing use of social media by adults 35-54 now is the best time to advertise via social media. With Hill's Science Diet's Facebook following of 1.3 million people, creating sponsored ads will increase its current following.
25. 25. 23  By using general targeted ad sites and targeted ad sites, banner ads will be seen by consumers increasing frequency and unaided recall.  Currently, there is a low share of voice with digital across Hill's Science Diet's competitors. With a digital spend of $8,253,500 Hill's Science Diet will be the leader in the digital market space.  With the above list of websites consumers will be targeted with ads based upon their internet behavior.  Digital advertising is very flexible and can be targeted towards a very specific consumer, which can reduce waste.  Twitter can add to Hill's Science Diet by engaging with consumers by tweeting back with any consumers who have concerns or positive feedback.  Once consumers start to follow Hill's Science Diet on Facebook and Twitter, there will be constant reminder posts/tweets that will increase Hill's unaided awareness.  With the rise of mobile ads, Hill's Science Diet can capture adults 35-54, on-the-go when they are not in front of a computer, listening to radio or watching TV. Spot Media Rationales Spot Radio Morning Drive Time Rationale In reference to the Simmons OneView data shown for the national radio, it has been decided to include only morning drive time for these 11 spot markets. This is because the indexes were higher during commuting times of 6am-10am Monday through Friday. This Simmons data of both lifestyle statements and radio types is still applicable to the spot markets. Target Audience Relationship With Radio Index (Any Agree) "I am doing more of my shopping on the internet than before" 129 "I listen to the radio every day" 117 "I listen to the radio when I need a quick news update" 111 "When in the car, I always listen to the radio" 108 "Radio is my main source of entertainment" 106 Radio Type and Morning Daypart Index Contemporary Hits: Mon-Fri 6am-10am 159 Country: Mon-Fri 6am-10am 149 News/Talk/Sports/Business: Mon-Fri 6am-10am 138 Recommendation:  Hill's Science Diet is recommended to advertise during the morning drive, which is during a time the target is driving to their job.  Hill's Science Diet should advertise on the following CUME Audience radio stations: contemporary hits, country, and news/talk/sports/business stations. This radio audience is one that wants to enjoy their commute to and from work but also wants to make sure they are up to speed with quick news updates.  This would be an ample opportunity to advertise to the target for the sales promotions.
26. 26. 24 Spot Outdoor Rationale Using a 25 showing, the quintiles found showed that outdoor advertising was at the top of the target's most consumed media. With this information, it was decided to include outdoor transit ads including bus stop shelters, buses, elevators, large billboards, and mobile billboards on trucks or vans to capture the target on the go. Target Audience Relationship with Outdoor, Noticed Within Last 7 Days Index Buses 117 Large Billboards 115 Bus Shelters or Benches 113 Elevators 113 Mobile Billboards on Trucks or Vans 111 Recommendation:  The adult 35-54 target is likely to be commuting to and from work Monday through Friday. With the large spot markets making up a total 20.06% of the total US population, there is a high potential a large number of people will see the Hill's Science Diet ads.  This Hill's Science Diet recommended target will likely to see some form of outdoor advertising since this target is from a big city. Spot Digital Rationale In reference to the national digital buy, the same applies for spot digital. It is recommended to additionally buy general, targeted, social, and mobile ads to increase these high dog populations. By capturing this target on their phones, at work, or at home, it can be made possible that the adult 35-54 demographic is reached frequently to increase purchase. In addition, the increase in digital in these spot markets will allow for the "Walk in the Park" and "New Year, New Pal" to be effectively promoted. Target Audience Relationship With Digital and the Internet Index (Any Agree) "I am doing more of my shopping on the internet than before" 129 "It's important for me to have internet access when I am "on-the-go" — away from home or work" 125 "The internet has changed the way I shop for products/services" 122 "When I see something interesting on TV, I often go online to find out more about it" 122 "When I am shopping, I often use my mobile/ handheld device to search for local deals" 121 "I often use the internet to help plan my shopping trips" 118 "I often use the internet to help plan my shopping trips" 118 "When I need information the first place I look is the internet" 115 "I rely on the internet to communicate with friends and family" 115 "I spend less time reading magazines in print because of the internet" 113 "I spend less time reading newspapers in print because of the internet" 113 "The internet has changed the way I get information about products and services" 112 "The internet has become a primary source of entertainment for my family" 112 "I enjoy posting photos, videos, songs and other content on social networking/community websites" 111
27. 27. 25 "I usually carry multiple mobile/ handheld devices with me" 110 "Nowadays, I access the internet more through my mobile/ handheld device than a computer" 109
28. 28. 26 Reach/Frequency Objective Given Hill's Science Diet lifecycle of being a mature brand, it is necessary for media spending to emphasize a high frequency (3-5) goal with an overall low to medium/high reach (65- 80) over the course of 9 months. Month Goals Estimated Reach Frequency Reach Frequency July 80.0 5.0 79.5 5.0 August 80.0 4.5 80.0* 4.2* September 80.0 4.0 80.3* 3.7* October 80.0 4.0 79.9* 3.7* November 80.0 4.0 79.3* 3.7* December 65.0 3.0 65.2 3.0 January 80.0 4.5 79.6* 4.2* February 80.0 4.5 79.6* 4.2* March 80.0 4.5 78.4* 4.3* April - - - - May - - - - June - - - - * = months with 25 showing of outdoor, NOT included in Estimated R/F calculations Ostrow Model An Ostrow Model was used to determine the effective frequency of the campaign: Marketing Factors That Affect Effective Frequency Established Brand -0.2 -0.1 +0.1 +0.2 New Brand High Market Share -0.2 -0.1 +0.1 +0.2 Low Market Share Dominant Brand In Market -0.2 -0.1 +0.1 +0.2 Smaller, Less Well Known Brands High Brand Loyalty -0.2 -0.1 +0.1 +0.2 Low Brand Loyalty Long Purchase Cycle -0.2 -0.1 +0.1 +0.2 Short Purchase Cycle (High Volume Segments) Product Used Occasionally -0.2 -0.1 +0.1 +0.2 Product Used Daily -0.2 -0.1 +0.1 +0.2 Need to Beat Competition +0.1 +0.2 Advertising to Older consumers or Children Copy Factors that Affect Effective Frequency Simple Copy -0.2 -0.1 +0.1 +0.2 Complex Copy Copy more unusual than Competition -0.2 -0.1 +0.1 +0.2 Copy less unusual than Competition Continuing Campaign -0.2 -0.1 +0.1 +0.2 New Copy Campaign Product Sell Copy -0.2 -0.1 +0.1 +0.2 Image Type Copy
29. 29. 27 Single Kind of Message -0.2 -0.1 +0.1 +0.2 More Different Kinds of Messages To Avoid Wearout: New Messages -0.2 -0.1 +0.1 +0.2 Older Messages Larger Ad Units -0.2 -0.1 +0.1 +0.2 Small Ad Units Media Factors that Affects Effective Frequency Low ad clutter -0.2 -0.1 +0.1 +0.2 High ad clutter Compatible editorial Environment -0.2 -0.1 +0.1 +0.2 Incompatible environment High attentiveness -0.2 -0.1 +0.1 +0.2 Attentiveness low Continuous Advertising -0.2 -0.1 +0.1 +0.2 Pulsed or Flight Advertising Few media used -0.2 -0.1 +0.1 +0.2 Many Media Used Opportunities for Media Repetition -0.2 -0.1 +0.1 +0.2 Fewer Opportunities Effective Frequency = 3.0 + -.3 = 2.7
30. 30. 28 Media Budget Objective 76.5% of the media budget will be spent in national media, while the remaining 23.5% will be spent in 11 attractive spot markets that make up 20.06% of US households. The budget will be allocated to the spot markets in all months of the campaign expect July and December. Notes:  No media budget will be spent during April, May or June  No spot media will be purchased during July or December since July is the launch month and December has the lowest overall search for dog food ("AdWords")  Sales Promotions will take place in August, January, February and March National Media Dollar Amount Percent of National Percent of Cumulative Net TV: Prime $5,021,800 33.5% 25.7% Net Radio: Morning Drive $1,141,600 7.6% 5.8% Net Radio: Evening Drive $504,100 3.4% 2.6% Internet: General Sites $553,400 3.7% 2.8% Internet: Targeted Sites $1,039,000 6.9% 5.3% Internet: Paid Social Media $3,490,400 23.3% 17.8% Internet: Mobile $2,997,000 20.0% 15.3% National Contingency $234,000 1.6% 1.2% National Total $14,981,300 100.0% 76.5% Spot Media Amount Percent of Spot Percent of Cumulative Radio: Morning Drive $740,300 16.1% 3.8% Internet: General Sites $20,000 0.4% 0.1% Internet: Targeted Sites $15,400 0.3% 0.1% Internet: Paid Social Media $90,800 2.0% 0.5% Internet: Mobile $47,500 1.0% 0.2% Outdoor: Transit Ads $3,080,000 67.0% 15.7% "Walk in the Park" Promotion $250,000 5.4% 1.3% "New Year, New Pal" Promotion $350,000 7.6% 1.8% Spot Total $4,594,000 100.0% 23.5% Gross Total: $19,575,300 Rationale for Media Budget Hill's Science Diet has been around for 47 years. The brand has been losing market share and awareness for the past couples of years now. It is time for this brand to be revamped with 41.4% of the cumulative budget being spent on digital advertising. The majority of the national budget, which accounts for 75.5% of the total budget will be spent on digital mediums. This will help create frequency and be a great way to reach Hill's Science Diet's professional, on-the-go target. The remaining 23.5% will go to 11 spot markets that capture 20.06% of the United States. Outdoor transit advertising will account for 67.0% of the spot budget, which will serve as a reminder for Science Diet's target as they commute to work.
31. 31. 29 Spot Market Breakdown Rank City State Percent of US Households 2 Los Angeles CA 5.00% 5 Dallas-Ft. Worth TX 2.16% 6 San Francisco et al CA 2.14% 8 Atlanta GA 2.04% 10 Houston TX 1.82% 13 Tampa-St Pete FL 1.58% 16 Miami-Ft. Lauderdale FL 1.36% 17 Cleveland OH 1.36% 21 St. Louis MO 1.10% 30 Nashville TN 0.86% 42 Norfolk et al VA 0.64% Total 20.06% Out of the total 2014 US population of 318,857,056 people, found in the US Census, 20.06% of that population creates a total of 63,962,725 people in the recommended spot markets. From this, it was found the total dollars allocated to each spot market. Rank Spot Markets Population Percent of Total Spot Population Dollars Allocated 2 Los Angeles, CA 5.00% 24.93% $1,234,795.61 5 Dallas-Ft. Worth, TX 2.16% 10.77% $533,431.70 6 San Francisco et al, CA 2.14% 10.67% $528,492.52 8 Atlanta, GA 2.04% 10.17% $503,796.61 10 Houston, TX 1.82% 9.07% $449,465.60 13 Tampa-St Pete, FL 1.58% 7.88% $390,195.41 16 Miami-Ft. Lauderdale, FL 1.36% 6.78% $335,864.41 17 Cleveland, OH 1.36% 6.78% $335,864.41 21 St. Louis, MO 1.10% 5.48% $271,655.03 30 Nashville, TN 0.86% 4.29% $212,384.85 42 Norfolk et al, VA 0.64% 3.19% $158,053.84 Total 20.06% 100.0% $4,954,000.00
32. 32. 30 Geography Objective Hill's Science Diet will run a national campaign with a heavy emphasis in 11 spot markets which make up 20.06% of the US households. These spot markets include Los Angeles, Dallas-Ft. Worth, San Francisco, Atlanta, Houston, Tampa, Miami-Ft. Lauderdale, Cleveland, St. Louis, Nashville and Norfolk. These spot markets were chosen due to their high adult 35-54 populations, and high index numbers of dog food purchases of Hill's Science Diet and its competitors. Geography is one of the most important parts of the Hill's Science Diet media plan. As seen by the 76.5%/23.5% split in the national and spot budget, it has been made sure that these areas are targeted repetitively. The recommendation is to advertise to these areas more so than the national areas because these locations have a higher concentration of dog food purchasing of Hill's Science Diet and Hill's Science Diet's competitors. By advertising to these specific areas, it is likely that more dog owners will be reached frequently since there is a higher dog ownership. As a result, it is evident that Hill's Science Diet will be getting its message across to more people with less waste with the use of spot markets. Since Hill's Science Diet has less market share than its competitors, it is seen as the underdog. The recommendation is to create an offensive strategy, one that takes market share from its competitors, to compete with Hill's Science Diet's major competitors: Royal Canin, Pedigree, Purina Pro Plan, Purina One, Eukanuba, Blue Buffalo, and Iams. The offensive strategy will allow Hill's Science Diet to gain momentum once again by gaining higher sales and unaided brand awareness. Los Angeles San Francisco Dallas Houston St. Louis Tampa Miami-Ft. Lauderdale Atlanta Norfolk Cleveland Nashville
33. 33. 31 Rationale The Hill's Science Diet spot-heavy areas will target dog owners who are currently purchasing Hill's Science Diet's competitors. The goal is to switch these users of Royal Canin, Pedigree, Purina Pro Plan, Purina One, Eukanuba, Blue Buffalo, and Iams to start purchasing Hill's Science Diet and grow net sales by 3.5%. Since there was no CDI/BDI indexes it was necessary to use Simmons OneView to calculate which spot markets would be the best to advertise in. Choosing the states that purchase Hill's Science Diet and it's competitors the most, the top 11 spot markets were found. These states were also confirmed using SimplyMap to make sure a high percentage of the US population would be reached in the age range of 35-54. Rank City State Percent of US Households 2 Los Angeles CA 5.00% 5 Dallas-Ft. Worth TX 2.16% 6 San Francisco et al CA 2.14% 8 Atlanta GA 2.04% 10 Houston TX 1.82% 13 Tampa-St Pete FL 1.58% 16 Miami-Ft. Lauderdale FL 1.36% 17 Cleveland OH 1.36% 21 St. Louis MO 1.10% 30 Nashville TN 0.86% 42 Norfolk et al VA 0.64% Total 20.06%
34. 34. 32 Scheduling and Timing Objective Hill's Science Diet will be reaching its highest reach and frequency in July at the start of the campaign. Overall the campaign will have very steady reach and frequency to coincide with the continuous media plan. There is a large drop of reach and frequency goals in December because of a low number of searches for "dog food" and "Hill's Science Diet." This gives the idea that consumers are not looking or thinking about dog food, but rather are more concerned with other events such as holiday shopping. The reach and frequency is fairly constant, otherwise hovering around an 80 reach and a 4.5 frequency. Since the number of searches for "dog food" and "Hill's Science Diet" is consistent throughout the year, with an exception to December, it is recommended that these reach and frequency goals stay constant and continuous, reflecting the searches found in Google AdWords. Rationale By advertising consistently, Hill's Science Diet will be reaching their target frequently during the 9-month span of the campaign. Since Hill's Science Diet is a mature brand and has a unaided recall of 28%, it is important to increase that recall even further which is why there is a high frequency goal – hovering at 4.5 for the majority of the campaign. The medium to high reach goal is to make sure Hill's Science Diet is reaching the target and getting the proper ads in front of the correct people in areas they will be likely to see. Since this campaign is centered around advertising to adults 35-54 at the three stages of their day – work, home and on-the-go – Hill's Science Diet will increase its ability to capture the target. Between having a 41.4% of the media budget go towards digital, including general target ad sites, target ad sites, social media and mobile, as well as radio drive time, network prime time TV and outdoor transit ads, our target will be consistently advertised to during all day-parts and months. 79.5 81.5 81.8 81.4 80.8 66.7 81.1 81.1 79.9 July August September October November December January Febuary March ESTIMATED REACH Reach 5 4.7 4.2 4.2 4.2 3 4.7 4.7 4.8 July August September October November December January February March ESTIMATED FREQUENCY Frequency
35. 35. 33 Source: Google AdWords, "Hill's Science Diet" search term Source: Google AdWords "dog food" search term
36. 36. 34 Sales Promotion Hill's Science Diet will run two promotions during the campaign. The first promotional event, "Walk in the Park," will take place in all 11 spot markets during the month of August. The second promotional event, "New Year, New Pal," will also take place in all 11 spot markets, but will run from January 1st through the end of March. The purpose of both these promotional events will be to induce trial as samples of Science Diet will be given out to dog owners during both of the promotions. "Walk in the Park" Sales Promotion During the hot summer month of August, Science Diet will be hosting a one-day dog walking event in popular dog parks in the 11 spot markets. The purpose of the dog walking event is to promote a healthy lifestyle for the owner's dog, while also associating Science Diet with this type of lifestyle. At the walk, there will be free samples of Science Diet given out to induce trial, along with free fitness dry fit shirts that sponsor Hill's Science Diet. The event will be promoted by utilizing some of the digital spot budget in the efforts of creating word of mouth about the events. An estimated 1,000 dog owners from each of the following spot market locations will attend the walk. Dog Park Locations City Park Atlanta, GA Centennial Olympic Park Los Angeles, CA Griffith Park Tampa-St Pete, FL Clearwater Beach Dallas-Fort Worth, TX Old City Park Houston, TX San Jacinto Battleground San Francisco, CA Baker Beach Miami, FL Big Cypress National Preserve Nashville, TN Centennial Dog Park Norfolk et al, VA Chesapeake City Dog Park St. Louis, MO Arnold Dog Park Cleveland, OH Medina Dog Park Source: 2015 United States and Canada Off-Leash Dog Park Guide ("Dog Parks and Off-Leash Areas") Total Estimated "Walk in the Park" Promotion Cost Permits for Parks $1,000 x 11 = $11,000 Dry Fit T-shirts $15 (per shirt) x 11,000 (attendees) = $165,000 Science Diet Samples $1.89 (1 lb) x 11,000 (attendees) = $20,790 Estimated Total Cost $196,790 Budget Allocated $250,000 "New Year, New Pal" Sales Promotion This promotional event will take place in January, after a low reach and frequency month in December. This event will help give Science Diet some attention after a month of low advertising. The purpose of "New Year, New Pal" is to get dog owners thinking about the current state of their dog's health and remind them to go to the vet to get their dog examined. Science Diet will partner with veterinarians in each of the 11 spot markets, teaming up together to prompt dog owners to give their dog a check-up. Owners who decide to visit their vet will be given a free sample of Science Diet for their dog to try out as well as a coupon. This promotion will help increase trial and market share during the months of January, February, and March. This is a time that reach and frequency goals are high. In order to promote the event, some of the spot digital and radio budget
37. 37. 35 will be allocated to promoting this event. An estimated 4,000 dog owners will participate in each of the 11 spot markets for the "New Year, New Pal" event. Total Estimated "New Year, New Pal" Promotion Cost Science Diet Samples $1.89 (1 lb) x 44,000 (participants) = $83,160 Science Diet Coupons $5 (per coupon) x 44,000 (participants) = $220,000 Estimated Total Cost $303,160 Budget Allocated $350,000 Rationale Both of these promotions will be crucial for Science Diet in achieving its business and marketing objectives. Both of these promotional events will take place during high reach and frequency months to induce trial and generate word of mouth. They come at critical times as the "Walk in the Park" promotion will come at the beginning of the campaign, while "New Year, New Pal" will come towards the end. In doing this, the target will be talking about Science Diet all year along and benefiting from free samples, promotional items, and coupons.
38. 38. 36 Goal Sheet National Plan Reach Freq GRPs %Share Est $(000) July 80 5 400 13.4 2506.3 August 70 3.5 245 8.2 1535.1 September 70 3 210 7 1315.8 October 70 3 210 7 1315.8 November 70 3 210 7 1315.8 December 65 3 195 6.5 1221.8 January 70 3.5 245 8.2 1535.1 February 70 3.5 245 8.2 1535.1 March 70 4 280 9.3 1754.4 April 0 0 0 0 0 May 0 0 0 0 0 June 0 0 0 0 0 -------- -------- -------- National Media 2240 74.8 14035.3 National Contingency 234 Total National $$ 14269.3 Spot Plan Reach Freq GRPs %Share Est $(000) July 80 5 400 0 0 August 80 4.5 360 3.8 720.6 September 80 4 320 3.7 689.2 October 80 4 320 3.7 689.2 November 80 4 320 3.7 689.2 December 65 3 195 0 0 January 80 4.5 360 3.8 720.6 February 80 4.5 360 3.8 720.6 March 80 4.5 360 2.7 501.3 April 0 0 0 0 0 May 0 0 0 0 0 June 0 0 0 0 0 -------- -------- -------- Spot Media 755 25.2 4730.7 Spot Contingency 0 Total Spot $$ 4730.7 Total Plan 19000 Spot Plan National Plan
39. 39. 37 Medium Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Net TV-Prime 35 35 40 40 60 35 40 35 35 GRPS: 355 0.0 495.1 495.1 565.8 565.8 848.8 495.1 565.8 495.1 495.1 COST: 5021.8 Net Radio-Morning Drive 80 20 65 40 35 65 20 25 120 GRPS: 470 $(000) 194.3 48.6 157.9 97.2 85 157.9 48.6 60.7 291.5 COST: 1141.6 Net Radio-Evening Drive 55 20 55 35 20 20 GRPS: 205 $(000) 135.2 49.2 135.2 86.1 49.2 49.2 COST: 504.1 Digital National General Sites 21 10 10 56 12 9 GRPS: 118 $(000) 108.9 54.0 49.5 236.0 60.0 45.0 COST: 553.4 Digital National Targeted Sites 62 41 4 27 26 16 37 33 GRPS: 246 $(000) 260.0 175.0 16.0 116.0 108.0 68.0 156.0 140.0 COST: 1039.0 Digital National Social 76 78 23 34 68 41 56 75 51 GRPS: 502 $(000) 528.0 540.0 159.2 237.6 472.0 288.0 389.6 520.0 356.0 COST: 3490.4 Digital National Mobile 71 51 23 23 22 28 54 41 32 GRPS: 345 $(000) 617.0 445.0 200.0 200.0 190.0 240.0 465.0 360.0 280.0 COST: 2997.0 Spot Radio-Morning Drive 50 45 55 35 65 65 35 GRPS: 350 $(000) 105.8 95.2 116.3 74 137.5 137.5 74 COST: 740.3 Outdoor 686 686 686 686 686 686 686 GRPS: 4802 $(000) 440 440 440 440 440 440 440 COST: 3080.0 Digital Spot General Sites 11 3 9 6 5 GRPS: 34 $(000) 6.6 1.7 5.4 3.3 3.0 COST: 20 Digital Spot Targeted Sites 12 12 8 GRPS: 32 $(000) 6 5.6 3.8 COST: 15.4 Digital Spot Social 9 40 17 25 7 5 11 GRPS: 114 $(000) 7.2 32 13.2 20 5.6 4.0 8.8 COST: 90.8 Digital Spot Mobile 7 11 15 7 8 GRPS: 48 $(000) 6.8 10.5 15 7.2 8 COST: 47.5 National Contingency $(000) COST: 234.0 "Walk in the Park" Promotion $(000) COST: 250.0 "New Year, New Pal" Promotion $(000) COST: 350.0 National Only Area GRPS 399 245 209 210 210 194 245 244 280 GRPS: 2239 $(000) 2338.5 1752.8 1234.1 1356.6 1703.7 1298.5 1754.2 1701 1607.5 Cost: 14981.3 Reach 79.5 69.5 70.2 70.3 68.2 65.2 70.2 70 70.9 Avg. Freq. 5 3.5 3 3 3.1 3 3.5 3.5 4 Spot Only Area GRPS 89 85 84 84 89 90 54 GRPS: 577 $(000) 572.3 567.1 581.6 554.4 592 595.5 531 Cost: 4594.0 Reach 38.9 38.4 36.6 39.2 35.8 36.2 29.1 Avg. Freq. 2.3 2.2 2.3 2.1 2.5 2.5 1.9 Spot + National GRPS 399 334 294 294 294 194 334 334 334 GRPS: 2817 $(000) 2338.5 2325.1 1801.3 1938.2 2258.1 1298.5 2346.1 2296.4 2138.5 Cost: 19575.3 Reach 79.5 80 80.3 79.9 79.3 65.2 79.6 79.6 78.4 Avg. Freq. 5 4.2 3.7 3.7 3.7 3 4.2 4.2 4.3 Total Across Science Diet Flowchart: July - March Target Demo: All Adults ages 35-54
40. 40. 38 GoalEstGoalEstGoalEstBalanceGoalEstBalance July8079.55540040002506.32338.5167.8 August80804.54.2360335252255.72325.1-69.5 September8080.343.73202952520051801.3203.8 October8079.943.73202952520051938.266.8 November8079.343.73202952520052258.1-253.1 December6565.23319519501221.81298.5-76.6 January8079.64.54.2360335252255.72346.1-90.5 February8079.64.54.2360335252255.72296.4-40.7 March8078.44.54.3360335252255.72138.5117.2 April0000000000 May0000000000 June0000000000 Total2995.02817.40.018766.018740.825.2 GRPS$(000) NationalContingency$(000):234 SpotContingency$(000):0 YearataGlance ReachAvgFreq
41. 41. 39 Work Cited "Dog Parks and Off-Leash Areas - DogFriendly.com." Dog Parks and Off-Leash Areas – DogFriendly.com. Dog Friendly, n.d. Web. 14 Dec. 2015. <http://www.dogfriendly.com/server/travel/guides/dogpark/dogpark.shtml>. "Dry Dog Food Reviews." Dog Food Advisor. Dog Food Advisor, n.d. Web. 12 Dec. 2015. <http://www.dogfoodadvisor.com/dog-food-reviews/dry/all/>. Gardner, Jack. Personal Interview. 29 Nov. 2015. "Hill's Pet Nutrition Facebook Page." Hill's Pet Nutrition. Facebook.com, n.d. Web. 12 Dec. 2015. <https://www.facebook.com/HillsPet>. "Hill's Pet Nutrition: Superior Nutrition for the Quality of Life of Your Pet." Hills Pet – Dog Food, Cat Food, Science Diet from Hill's Pet Nutrition. N.p., n.d. Web. 12 Dec. 2015. <http://www.hillspet.com/index.html>. Kraushaar, Amy. "Pet Food - US - May 2015." Mintel. Mintel, May 2015. Web. 12 Dec. 2015. <http://clients1.ibisworld.com/reports/us/industry/default.aspx?entid=4347>. Politi, Ronald. Personal Interview. 30 Nov. 2015. Neville, Antal. "Pet Food Production in the US." IBISWorld US. IBIS, Feb. 2015. Web. 12 Dec. 2015. <http://clients1.ibisworld.com/reports/us/industry/default.aspx?entid=4347>.
42. 42. 40 DATE EXECUTED : 12/14/2015 SELECTED BASE : STUDY UNIVERSE Total Hill's Science Diet, Competito Sample 24,374 2,180 Weighted(000) 230,124 19,909 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 8.7% Index 100 100 Total % 100.0% 8.7% Sample 1,553 130 Weighted(000) 13,285 1,296 BUS SHELTERS OR BENCHES Vertical % 5.8% 6.5% Horizontal % 100.0% 9.8% Index 100 113 Total % 5.8% 0.6% Sample 2,033 168 Weighted(000) 18,494 1,878 BUSES Vertical % 8.0% 9.4% Horizontal % 100.0% 10.2% Index 100 117 Total % 8.0% 0.8% Sample 1,176 103 Weighted(000) 10,045 978 ELEVATORS Vertical % 4.4% 4.9% Horizontal % 100.0% 9.7% Index 100 113 Total % 4.4% 0.4% Sample 6,012 622 Weighted(000) 60,455 6,022 LARGE BILLBOARDS Vertical % 26.3% 30.2% Horizontal % 100.0% 10.0% Index 100 115 Total % 26.3% 2.6% Sample 2,985 283 Weighted(000) 28,655 2,763 MOBILE BILLBOARDS ON TRUCKS OR VANS Vertical % 12.5% 13.9% Horizontal % 100.0% 9.6% Index 100 111 Total % 12.5% 1.2%
43. 43. 41 Total Hill's and Competito r Target Sample 24,374 2,180 Weighted(000) 230,124 19,909 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 8.7% Index 100 100 Total % 100.0% 8.7% Sample 5,928 580 Weighted(000) 54,523 5,081 I RELY ON RADIO TO KEEP ME INFORMED Vertical % 23.7% 25.5% Horizontal % 100.0% 9.3% Index 100 108 Total % 23.7% 2.2% Sample 10,671 930 Weighted(000) 100,465 9,218 I RELY ON TV TO KEEP ME INFORMED Vertical % 43.7% 46.3% Horizontal % 100.0% 9.2% Index 100 106 Total % 43.7% 4.0% Sample 7,248 678 Weighted(000) 67,391 6,493 I LISTEN TO THE RADIO WHEN I NEED A QUICK NEWS UPDATEVertical % 29.3% 32.6% Horizontal % 100.0% 9.6% Index 100 111 Total % 29.3% 2.8% Sample 3,403 300 Weighted(000) 28,570 2,624 RADIO IS MY MAIN SOURCE OF ENTERTAINMENT Vertical % 12.4% 13.2% Horizontal % 100.0% 9.2% Index 100 106 Total % 12.4% 1.1% Sample 8,841 820 Weighted(000) 85,595 7,490 WHENEVER COMMERCIALS COME ON, I CHANGE CHANNELSVertical % 37.2% 37.6% Horizontal % 100.0% 8.8% Index 100 101 Total % 37.2% 3.3% Sample 6,410 529 Weighted(000) 58,628 4,736 WHENEVER COMMERCIALS COME ON, I TYPICALLY MUTE THE TELEVISIONVertical % 25.5% 23.8% Horizontal % 100.0% 8.1% Index 100 93 Total % 25.5% 2.1% Sample 10,843 1,176 Weighted(000) 104,673 10,629 I LISTEN TO THE RADIO EVERY DAY Vertical % 45.5% 53.4% Horizontal % 100.0% 10.2% Index 100 117 Total % 45.5% 4.6%
44. 44. 42 Total Hill's and Competito r Target Sample 24,374 2,180 Weighted(000) 230,124 19,909 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 8.7% Index 100 100 Total % 100.0% 8.7% Sample 1,829 226 Weighted(000) 20,054 2,584 2 BROKE GIRLS (CBS) Vertical % 8.7% 13.0% Horizontal % 100.0% 12.9% Index 100 149 Total % 8.7% 1.1% Sample 1,701 161 Weighted(000) 15,488 1,504 20/20 (ABC) Vertical % 6.7% 7.6% Horizontal % 100.0% 9.7% Index 100 112 Total % 6.7% 0.7% Sample 702 65 Weighted(000) 7,738 873 ABC SATURDAY NIGHT COLLEGE FOOTBALL Vertical % 3.4% 4.4% Horizontal % 100.0% 11.3% Index 100 130 Total % 3.4% 0.4% Sample 975 117 Weighted(000) 10,908 1,381 THE AMAZING RACE (CBS) Vertical % 4.7% 6.9% Horizontal % 100.0% 12.7% Index 100 146 Total % 4.7% 0.6% Sample 2,032 206 Weighted(000) 20,461 2,277 AMERICA'S GOT TALENT (NBC) Vertical % 8.9% 11.4% Horizontal % 100.0% 11.1% Index 100 129 Total % 8.9% 1.0% Sample 2,104 196 Weighted(000) 20,838 2,234 AMERICA'S FUNNIEST HOME VIDEOS (ABC) Vertical % 9.1% 11.2% Horizontal % 100.0% 10.7% Index 100 124 Total % 9.1% 1.0% Sample 3,665 398 Weighted(000) 39,717 4,569 THE BIG BANG THEORY (CBS) Vertical % 17.3% 22.9% Horizontal % 100.0% 11.5% Index 100 133 Total % 17.3% 2.0%
45. 45. 43 Sample 2,536 205 Weighted(000) 26,102 2,557 CSI: CRIME SCENE INVESTIGATION (CBS) Vertical % 11.3% 12.8% Horizontal % 100.0% 9.8% Index 100 113 Total % 11.3% 1.1% Sample 1,708 174 Weighted(000) 16,674 1,804 DATELINE (NBC) Vertical % 7.2% 9.1% Horizontal % 100.0% 10.8% Index 100 125 Total % 7.2% 0.8% Sample 1,624 174 Weighted(000) 15,776 1,838 GREY'S ANATOMY (ABC) Vertical % 6.9% 9.2% Horizontal % 100.0% 11.7% Index 100 135 Total % 6.9% 0.8% Sample 948 101 Weighted(000) 10,382 1,142 GRIMM (NBC) Vertical % 4.5% 5.7% Horizontal % 100.0% 11.0% Index 100 127 Total % 4.5% 0.5% Sample 1,805 166 Weighted(000) 18,267 1,920 HAWAII FIVE-O (CBS) Vertical % 7.9% 9.6% Horizontal % 100.0% 10.5% Index 100 122 Total % 7.9% 0.8% Sample 1,167 145 Weighted(000) 12,216 1,585 HELL'S KITCHEN (FOX) Vertical % 5.3% 8.0% Horizontal % 100.0% 13.0% Index 100 150 Total % 5.3% 0.7% Sample 1,476 166 Weighted(000) 15,933 1,893 MIKE & MOLLY (CBS) Vertical % 6.9% 9.5% Horizontal % 100.0% 11.9% Index 100 137 Total % 6.9% 0.8% Sample 1,995 272 Weighted(000) 19,316 2,177 MODERN FAMILY (ABC) Vertical % 8.4% 10.9% Horizontal % 100.0% 11.3% Index 100 130 Total % 8.4% 0.9%
46. 46. 44 Sample 1,279 142 Weighted(000) 14,861 1,602 ONCE UPON A TIME (ABC) Vertical % 6.5% 8.0% Horizontal % 100.0% 10.8% Index 100 125 Total % 6.5% 0.7% Sample 1,104 136 Weighted(000) 12,658 1,660 SURVIVOR (CBS) Vertical % 5.5% 8.3% Horizontal % 100.0% 13.1% Index 100 152 Total % 5.5% 0.7% Sample 1,728 220 Weighted(000) 17,271 2,604 THE VOICE (NBC) Vertical % 7.5% 13.1% Horizontal % 100.0% 15.1% Index 100 174 Total % 7.5% 1.1%
47. 47. 45 Total Hill's and Competito r Target Sample 24,374 2,180 Weighted(000) 230,124 19,909 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 8.7% Index 100 100 Total % 100.0% 8.7% Sample 3,737 387 Weighted(000) 40,145 3,920 3 OR MORE TIMES A DAY Vertical % 17.4% 19.7% Horizontal % 100.0% 9.8% Index 100 113 Total % 17.4% 1.7% Sample 2,694 308 Weighted(000) 27,354 2,771 1 - 2 TIMES A DAY Vertical % 11.9% 13.9% Horizontal % 100.0% 10.1% Index 100 117 Total % 11.9% 1.2% Total Hill's and Competito r Target Sample 24,374 2,180 Weighted(000) 230,124 19,909 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 8.7% Index 100 100 Total % 100.0% 8.7% Sample 15,938 1,650 Weighted(000) 157,251 15,367 SOCIAL MEDIA USER Vertical % 68.3% 77.2% Horizontal % 100.0% 9.8% Index 100 113 Total % 68.3% 6.7%
48. 48. 46 Total Hill's Competiti ors + 35- 54 Sample 24,374 2,180 Weighted(000) 230,124 19,909 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 8.7% Index 100 100 Total % 100.0% 8.7% Sample 1,755 213 Weighted(000) 16,735 2,075 Banner NOT VERY OFTEN Vertical % 7.3% 10.4% Horizontal % 100.0% 12.4% Index 100 143 Total % 7.3% 0.9% Sample 14,856 1,474 Weighted(000) 147,550 13,801 Banner NOT AT ALL Vertical % 64.1% 69.3% Horizontal % 100.0% 9.4% Index 100 108 Total % 64.1% 6.0% Sample 1,490 174 Weighted(000) 14,541 1,690 Video NOT VERY OFTEN Vertical % 6.3% 8.5% Horizontal % 100.0% 11.6% Index 100 134 Total % 6.3% 0.7% Sample 14,911 1,512 Weighted(000) 148,790 14,327 Video NOT AT ALL Vertical % 64.7% 72.0% Horizontal % 100.0% 9.6% Index 100 111 Total % 64.7% 6.2%
49. 49. 47 Total Hill's Competiti ors + 35- 54 Sample 24,374 2,180 Weighted(000) 230,124 19,909 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 8.7% Index 100 100 Total % 100.0% 8.7% Sample 1,044 107 Weighted(000) 9,596 873 ABC.COM Vertical % 4.2% 4.4% Horizontal % 100.0% 9.1% Index 100 105 Total % 4.2% 0.4% Sample 1,637 181 Weighted(000) 16,860 2,076 ACCUWEATHER.COM Vertical % 7.3% 10.4% Horizontal % 100.0% 12.3% Index 100 142 Total % 7.3% 0.9% Sample 1,265 159 Weighted(000) 11,820 1,680 ALLRECIPES.COM Vertical % 5.1% 8.4% Horizontal % 100.0% 14.2% Index 100 164 Total % 5.1% 0.7% Sample 5,029 548 Weighted(000) 49,433 4,723 AMAZON.COM Vertical % 21.5% 23.7% Horizontal % 100.0% 9.6% Index 100 110 Total % 21.5% 2.1% Sample 1,323 173 Weighted(000) 13,033 1,821 CNN.COM Vertical % 5.7% 9.1% Horizontal % 100.0% 14.0% Index 100 162 Total % 5.7% 0.8% Sample 829 94 Weighted(000) 8,145 981 COUPONS.COM Vertical % 3.5% 4.9% Horizontal % 100.0% 12.0% Index 100 139 Total % 3.5% 0.4%
50. 50. 48 Sample 3,119 366 Weighted(000) 31,260 3,753 CRAIGSLIST.ORG Vertical % 13.6% 18.9% Horizontal % 100.0% 12.0% Index 100 139 Total % 13.6% 1.6% Sample 2,757 328 Weighted(000) 28,459 3,246 EBAY.COM Vertical % 12.4% 16.3% Horizontal % 100.0% 11.4% Index 100 132 Total % 12.4% 1.4% Sample 1,552 181 Weighted(000) 17,061 2,092 ESPN.COM Vertical % 7.4% 10.5% Horizontal % 100.0% 12.3% Index 100 142 Total % 7.4% 0.9% Sample 9,619 1,018 Weighted(000) 98,672 9,947 FACEBOOK.COM Vertical % 42.9% 50.0% Horizontal % 100.0% 10.1% Index 100 117 Total % 42.9% 4.3% Sample 914 110 Weighted(000) 7,977 1,089 FOODNETWORK.COM Vertical % 3.5% 5.5% Horizontal % 100.0% 13.7% Index 100 158 Total % 3.5% 0.5% Sample 1,122 156 Weighted(000) 12,021 1,909 FOXNEWS.COM Vertical % 5.2% 9.6% Horizontal % 100.0% 15.9% Index 100 184 Total % 5.2% 0.8% Sample 9,833 1,056 Weighted(000) 95,885 9,558 GOOGLE.COM Vertical % 41.7% 48.0% Horizontal % 100.0% 10.0% Index 100 115 Total % 41.7% 4.2%
51. 51. 49 Sample 1,342 177 Weighted(000) 13,044 1,671 GROUPON.COM Vertical % 5.7% 8.4% Horizontal % 100.0% 12.8% Index 100 148 Total % 5.7% 0.7% Sample 823 101 Weighted(000) 8,622 1,216 HUFFINGTONPOST.COM Vertical % 3.7% 6.1% Horizontal % 100.0% 14.1% Index 100 163 Total % 3.7% 0.5% Sample 1,719 200 Weighted(000) 17,534 2,259 MSN.COM Vertical % 7.6% 11.3% Horizontal % 100.0% 12.9% Index 100 149 Total % 7.6% 1.0% Sample 203 **29 Weighted(000) 1,978 **397 Sample 2,255 233 Weighted(000) 21,959 2,167 PANDORA.COM Vertical % 9.5% 10.9% Horizontal % 100.0% 9.9% Index 100 114 Total % 9.5% 0.9% Sample 1,161 122 Weighted(000) 11,477 1,201 TWITTER.COM Vertical % 5.0% 6.0% Horizontal % 100.0% 10.5% Index 100 121 Total % 5.0% 0.5% Sample 3,290 409 Weighted(000) 32,821 3,906 WEATHER.COM Vertical % 14.3% 19.6% Horizontal % 100.0% 11.9% Index 100 138 Total % 14.3% 1.7% Sample 6,372 675 Weighted(000) 64,107 6,754 YAHOO.COM Vertical % 27.9% 33.9% Horizontal % 100.0% 10.5% Index 100 122 Total % 27.9% 2.9% Sample 6,596 728 Weighted(000) 65,932 6,353 YOUTUBE.COM Vertical % 28.7% 31.9% Horizontal % 100.0% 9.6% Index 100 111 Total % 28.7% 2.8%
52. 52. 50 Total Hill's and Comeptito rs + 35-54 Hill's and Comeptito rs Sample 24,374 2,180 5,187 Weighted(000) 230,124 19,909 48,515 Total Vertical % 100.0% 100.0% 100.0% Horizontal % 100.0% 8.7% 21.1% Index 100 100 100 Total % 100.0% 8.7% 21.1% Sample 3,816 350 853 Weighted(000) 27,033 2,321 6,131 CALIFORNIA (CA) Vertical % 11.7% 11.7% 12.6% Horizontal % 100.0% 8.6% 22.7% Index 100 99 108 Total % 11.7% 1.0% 2.7% Sample 2,016 167 428 Weighted(000) 15,834 1,324 3,543 FLORIDA (FL) Vertical % 6.9% 6.7% 7.3% Horizontal % 100.0% 8.4% 22.4% Index 100 97 106 Total % 6.9% 0.6% 1.5% Sample 831 80 187 Weighted(000) 6,709 606 1,698 GEORGIA (GA) Vertical % 2.9% 3.0% 3.5% Horizontal % 100.0% 9.0% 25.3% Index 100 104 120 Total % 2.9% 0.3% 0.7% Sample 271 **29 69 Weighted(000) 4,135 **452 1,209 MISSOURI (MO) Vertical % 1.8% **2.3% 2.5% Horizontal % 100.0% **10.9% 29.2% Index 100 **126 139 Total % 1.8% **0.2% 0.5% Sample 1,030 95 242 Weighted(000) 8,269 700 1,800 OHIO (OH) Vertical % 3.6% 3.5% 3.7% Horizontal % 100.0% 8.5% 21.8% Index 100 98 103 Total % 3.6% 0.3% 0.8% Sample 257 *31 64 Weighted(000) 4,401 *633 1,278 TENNESSEE (TN) Vertical % 1.9% *3.2% 2.6% Horizontal % 100.0% *14.4% 29.0% Index 100 *166 138 Total % 1.9% *0.3% 0.6% Sample 4,091 430 999 Weighted(000) 19,848 1,647 4,424 TEXAS (TX) Vertical % 8.6% 8.3% 9.1% Horizontal % 100.0% 8.3% 22.3% Index 100 96 106 Total % 8.6% 0.7% 1.9% Sample 517 *53 130 Weighted(000) 5,955 *452 1,337 VIRGINIA (VA) Vertical % 2.6% *2.3% 2.8% Horizontal % 100.0% *7.6% 22.4% Index 100 *88 106 Total % 2.6% *0.2% 0.6%
53. 53. 51 Total Hill's and Comeptito rs + 35-54 Sample 24,374 2,180 Weighted(000) 230,124 19,909 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 8.7% Index 100 100 Total % 100.0% 8.7% Sample 6,601 724 Weighted(000) 65,240 6,645 I ONLY GO WORK AT MY CURRENT JOB FOR THE MONEYVertical % 28.3% 33.4% Horizontal % 100.0% 10.2% Index 100 118 Total % 28.3% 2.9% Sample 15,563 1,442 Weighted(000) 146,420 13,375 I PREFER TO SPEND A QUIET EVENING AT HOME THAN TO GO OUTVertical % 63.6% 67.2% Horizontal % 100.0% 9.1% Index 100 106 Total % 63.6% 5.8% Sample 5,593 516 Weighted(000) 53,254 4,924 I AM A WORKAHOLIC Vertical % 23.1% 24.7% Horizontal % 100.0% 9.2% Index 100 107 Total % 23.1% 2.1% Sample 8,614 940 Weighted(000) 79,208 8,838 I WOULD LIKE TO SET UP MY OWN BUSINESS ONE DAYVertical % 34.4% 44.4% Horizontal % 100.0% 11.2% Index 100 129 Total % 34.4% 3.8% Sample 9,914 1,042 Weighted(000) 96,756 9,641 I LOOK AT THE WORK I DO AS A CAREER RATHER THAN JUST AS A JOBVertical % 42.0% 48.4% Horizontal % 100.0% 10.0% Index 100 115 Total % 42.0% 4.2% Sample 16,388 1,557 Weighted(000) 152,310 14,303 I LIKE SPENDING MOST OF MY TIME AT HOME WITH MY FAMILYVertical % 66.2% 71.8% Horizontal % 100.0% 9.4% Index 100 109 Total % 66.2% 6.2% Sample 10,475 965 Weighted(000) 99,331 9,155 I AM A PERFECTIONIST Vertical % 43.2% 46.0% Horizontal % 100.0% 9.2% Index 100 107 Total % 43.2% 4.0% Sample 12,220 1,163 Weighted(000) 116,917 11,218 I AM GOOD AT FIXING THINGS Vertical % 50.8% 56.3% Horizontal % 100.0% 9.6% Index 100 111 Total % 50.8% 4.9%
54. 54. 52 Sample 13,541 1,330 Weighted(000) 120,936 11,619 I LIKE TO PROVIDE MY CHILDREN WITH THE THINGS I DIDN'T HAVE AS A CHILDVertical % 52.6% 58.4% Horizontal % 100.0% 9.6% Index 100 111 Total % 52.6% 5.0% Sample 13,550 1,261 Weighted(000) 122,286 11,412 I ENJOY ENTERTAINING PEOPLE IN MY HOME Vertical % 53.1% 57.3% Horizontal % 100.0% 9.3% Index 100 108 Total % 53.1% 5.0% Sample 13,999 1,467 Weighted(000) 135,775 13,163 THE INTERNET HAS CHANGED THE WAY I GET INFORMATION ABOUT PRODUCTS AND SERVICESVertical % 59.0% 66.1% Horizontal % 100.0% 9.7% Index 100 112 Total % 59.0% 5.7% Sample 9,985 1,117 Weighted(000) 99,296 10,502 THE INTERNET HAS CHANGED THE WAY I SHOP FOR PRODUCTS/ SERVICESVertical % 43.1% 52.7% Horizontal % 100.0% 10.6% Index 100 122 Total % 43.1% 4.6% Sample 7,449 775 Weighted(000) 73,956 7,234 I SPEND LESS TIME READING MAGAZINES IN PRINT BECAUSE OF THE INTERNETVertical % 32.1% 36.3% Horizontal % 100.0% 9.8% Index 100 113 Total % 32.1% 3.1% Sample 6,111 656 Weighted(000) 56,482 5,467 THE INTERNET HAS BECOME A PRIMARY SOURCE OF ENTERTAINMENT FOR MY FAMILYVertical % 24.5% 27.5% Horizontal % 100.0% 9.7% Index 100 112 Total % 24.5% 2.4% Sample 7,389 864 Weighted(000) 71,819 8,078 THE INTERNET HAS CHANGED THE WAY I WORK Vertical % 31.2% 40.6% Horizontal % 100.0% 11.2% Index 100 130 Total % 31.2% 3.5% Sample 7,726 826 Weighted(000) 76,086 7,442 I SPEND LESS TIME READING NEWSPAPERS IN PRINT BECAUSE OF THE INTERNETVertical % 33.1% 37.4% Horizontal % 100.0% 9.8% Index 100 113 Total % 33.1% 3.2% Sample 12,693 1,326 Weighted(000) 122,364 12,173 WHEN I NEED INFORMATION THE FIRST PLACE I LOOK IS THE INTERNETVertical % 53.2% 61.1% Horizontal % 100.0% 9.9% Index 100 115 Total % 53.2% 5.3%
55. 55. 53 Sample 6,406 660 Weighted(000) 62,721 6,006 I ENJOY POSTING PHOTOS, VIDEOS, SONGS AND OTHER CONTENT ON SOCIAL NETWORKING/COMMUNITY WEBSITESVertical % 27.3% 30.2% Horizontal % 100.0% 9.6% Index 100 111 Total % 27.3% 2.6% Sample 9,039 888 Weighted(000) 84,966 8,436 I RELY ON THE INTERNET TO COMMUNICATE WITH FRIENDS AND FAMILYVertical % 36.9% 42.4% Horizontal % 100.0% 9.9% Index 100 115 Total % 36.9% 3.7% Sample 8,568 961 Weighted(000) 82,643 8,949 IT'S IMPORTANT FOR ME TO HAVE INTERNET ACCESS WHEN I AM "ON-THE-GO" — AWAY FROM HOME OR WORKVertical % 35.9% 44.9% Horizontal % 100.0% 10.8% Index 100 125 Total % 35.9% 3.9% Sample 4,130 464 Weighted(000) 40,828 4,289 WHEN I AM SHOPPING, I OFTEN USE MY MOBILE/ HANDHELD DEVICE TO SEARCH FOR LOCAL DEALS12 17.7% 21.5% Horizontal % 100.0% 10.5% Index 100 121 Total % 17.7% 1.9% Sample 2,844 295 Weighted(000) 26,111 2,496 I USUALLY CARRY MULTIPLE MOBILE/ HANDHELD DEVICES WITH MEVertical % 11.3% 12.5% Horizontal % 100.0% 9.6% Index 100 110 Total % 11.3% 1.1% Sample 5,716 611 Weighted(000) 55,549 5,262 NOWADAYS, I ACCESS THE INTERNET MORE THROUGH MY MOBILE/ HANDHELD DEVICE THAN A COMPUTERVertical % 24.1% 26.4% Horizontal % 100.0% 9.5% Index 100 109 Total % 24.1% 2.3% Sample 8,908 941 Weighted(000) 88,096 8,649 WHEN I SEE SOMETHING INTERESTING ON TV, I OFTEN GO ONLINE TO FIND OUT MORE ABOUT ITVertical % 38.3% 43.4% Horizontal % 100.0% 9.8% Index 100 113 Total % 38.3% 3.8% Sample 8,160 915 Weighted(000) 79,368 8,352 IF I FIND SOMETHING I WANT IN A STORE, I GO TO THE INTERNET TO SEE IF I CAN FIND A BETTER DEALVertical % 34.5% 41.9% Horizontal % 100.0% 10.5% Index 100 122 Total % 34.5% 3.6%
56. 56. 54 Sample 10,041 1,108 Weighted(000) 101,040 10,634 I GET MORE AND MORE OF MY NEWS FROM THE INTERNETVertical % 43.9% 53.4% Horizontal % 100.0% 10.5% Index 100 122 Total % 43.9% 4.6% Sample 8,646 986 Weighted(000) 86,648 9,682 I AM DOING MORE OF MY SHOPPING ON THE INTERNET THAN BEFOREVertical % 37.7% 48.6% Horizontal % 100.0% 11.2% Index 100 129 Total % 37.7% 4.2% Sample 6,218 663 Weighted(000) 62,342 6,376 I OFTEN USE THE INTERNET TO HELP PLAN MY SHOPPING TRIPSVertical % 27.1% 32.0% Horizontal % 100.0% 10.2% Index 100 118 Total % 27.1% 2.8% Sample 7,248 678 Weighted(000) 67,391 6,493 I LISTEN TO THE RADIO WHEN I NEED A QUICK NEWS UPDATEVertical % 29.3% 32.6% Horizontal % 100.0% 9.6% Index 100 111 Total % 29.3% 2.8% Sample 3,403 300 Weighted(000) 28,570 2,624 RADIO IS MY MAIN SOURCE OF ENTERTAINMENT Vertical % 12.4% 13.2% Horizontal % 100.0% 9.2% Index 100 106 Total % 12.4% 1.1% Sample 14,906 1,387 Weighted(000) 141,750 13,019 I LIKE TELEVISION COMMERCIALS THAT MAKE ME LAUGHVertical % 61.6% 65.4% Horizontal % 100.0% 9.2% Index 100 106 Total % 61.6% 5.7% Sample 9,071 979 Weighted(000) 78,549 8,000 I ENJOY WATCHING KIDS' TV SHOWS WITH MY CHILDRENVertical % 34.1% 40.2% Horizontal % 100.0% 10.2% Index 100 118 Total % 34.1% 3.5% Sample 14,536 1,425 Weighted(000) 137,102 12,788 WHEN IN THE CAR, I ALWAYS LISTEN TO THE RADIOVertical % 59.6% 64.2% Horizontal % 100.0% 9.3% Index 100 108 Total % 59.6% 5.6% Sample 10,843 1,176 Weighted(000) 104,673 10,629 I LISTEN TO THE RADIO EVERY DAY Vertical % 45.5% 53.4% Horizontal % 100.0% 10.2% Index 100 117 Total % 45.5% 4.6%
57. 57. 55 Total Hill's and Main Competito rs Sample 24,374 5,187 Weighted(000) 230,124 48,515 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 21.1% Index 100 100 Total % 100.0% 21.1% Sample 10,627 2,292 Weighted(000) 110,801 23,730 MALE Vertical % 48.1% 48.9% Horizontal % 100.0% 21.4% Index 100 102 Total % 48.1% 10.3% Sample 13,747 2,895 Weighted(000) 119,323 24,785 FEMALE Vertical % 51.9% 51.1% Horizontal % 100.0% 20.8% Index 100 99 Total % 51.9% 10.8% Sample 1,928 430 Weighted(000) 17,525 4,080 35 - 39 Vertical % 7.6% 8.4% Horizontal % 100.0% 23.3% Index 100 110 Total % 7.6% 1.8% Sample 2,193 527 Weighted(000) 21,928 5,053 40 - 44 Vertical % 9.5% 10.4% Horizontal % 100.0% 23.0% Index 100 109 Total % 9.5% 2.2% Sample 2,328 632 Weighted(000) 18,084 4,661 45 - 49 Vertical % 7.9% 9.6% Horizontal % 100.0% 25.8% Index 100 122 Total % 7.9% 2.0% Sample 2,564 591 Weighted(000) 24,870 6,116 50 - 54 Vertical % 10.8% 12.6% Horizontal % 100.0% 24.6% Index 100 117 Total % 10.8% 2.7% Sample 9,013 2,180 Weighted(000) 82,406 19,909 35 - 54 Vertical % 35.8% 41.0% Horizontal % 100.0% 24.2% Index 100 115 Total % 35.8% 8.7%
58. 58. 56 Sample 18,624 4,243 Weighted(000) 173,416 40,460 WHITE Vertical % 75.4% 83.4% Horizontal % 100.0% 23.3% Index 100 111 Total % 75.4% 17.6% Sample 14,605 3,334 Weighted(000) 123,277 29,722 PRESENTLY MARRIED Vertical % 53.6% 61.3% Horizontal % 100.0% 24.1% Index 100 114 Total % 53.6% 12.9% Sample 2,108 590 Weighted(000) 21,271 5,789 MGMT/BUSINESS & FINANCIAL OPERATIONS Vertical % 9.2% 11.9% Horizontal % 100.0% 27.2% Index 100 129 Total % 9.2% 2.5% Sample 3,296 795 Weighted(000) 30,628 7,550 PROFESSIONAL/TECHNICAL (PROF) Vertical % 13.3% 15.6% Horizontal % 100.0% 24.7% Index 100 117 Total % 13.3% 3.3% Sample 1,256 310 Weighted(000) 14,415 3,278 SALES Vertical % 6.3% 6.8% Horizontal % 100.0% 22.7% Index 100 108 Total % 6.3% 1.4% Sample 1,799 435 Weighted(000) 17,788 4,233 OFFICE & ADMINISTRATIVE SUPPORT Vertical % 7.7% 8.7% Horizontal % 100.0% 23.8% Index 100 113 Total % 7.7% 1.8% Sample 16,881 4,078 Weighted(000) 157,768 38,658 $40,000 OR MORE Vertical % 68.6% 79.7% Horizontal % 100.0% 24.5% Index 100 116 Total % 68.6% 16.8%
59. 59. 57 Magazine Total Hill's and Comeptito rs + 35-54 Sample 24,374 2,180 Weighted(000) 230,124 19,909 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 8.7% Index 100 100 Total % 100.0% 8.7% Sample 4,914 435 Weighted(000) 45,978 4,179 QUINTILE 1 (HIGHEST) Vertical % 20.0% 21.0% Horizontal % 100.0% 9.1% Index 100 105 Total % 20.0% 1.8% Sample 4,530 438 Weighted(000) 45,972 4,211 QUINTILE 2 (2ND HIGHEST) Vertical % 20.0% 21.2% Horizontal % 100.0% 9.2% Index 100 106 Total % 20.0% 1.8% Sample 4,587 393 Weighted(000) 45,993 3,453 QUINTILE 3 (MIDDLE) Vertical % 20.0% 17.3% Horizontal % 100.0% 7.5% Index 100 87 Total % 20.0% 1.5% Sample 4,851 444 Weighted(000) 45,892 4,132 QUINTILE 4 (2ND LOWEST) Vertical % 19.9% 20.8% Horizontal % 100.0% 9.0% Index 100 104 Total % 19.9% 1.8% Sample 5,492 470 Weighted(000) 46,289 3,934 QUINTILE 5 (LOWEST) Vertical % 20.1% 19.8% Horizontal % 100.0% 8.5% Index 100 98 Total % 20.1% 1.7%
60. 60. 58 Cable TV Total Hill's and Comeptito rs + 35-54 Sample 24,374 2,180 Weighted(000) 230,124 19,909 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 8.7% Index 100 100 Total % 100.0% 8.7% Sample 4,402 376 Weighted(000) 45,971 3,155 Cable QUINTILE 1 (HIGHEST) Vertical % 20.0% 15.8% Horizontal % 100.0% 6.9% Index 100 79 Total % 20.0% 1.4% Sample 4,504 417 Weighted(000) 45,973 3,806 Cable QUINTILE 2 (2ND HIGHEST) Vertical % 20.0% 19.1% Horizontal % 100.0% 8.3% Index 100 96 Total % 20.0% 1.7% Sample 4,596 469 Weighted(000) 45,997 4,625 Cable QUINTILE 3 (MIDDLE) Vertical % 20.0% 23.2% Horizontal % 100.0% 10.1% Index 100 116 Total % 20.0% 2.0% Sample 4,960 480 Weighted(000) 45,991 4,827 Cable QUINTILE 4 (2ND LOWEST) Vertical % 20.0% 24.2% Horizontal % 100.0% 10.5% Index 100 121 Total % 20.0% 2.1% Sample 5,912 438 Weighted(000) 46,192 3,496 Cable QUINTILE 5 (LOWEST) Vertical % 20.1% 17.6% Horizontal % 100.0% 7.6% Index 100 87 Total % 20.1% 1.5%
61. 61. 59 Newspaper Total Hill's and Comeptito rs + 35-54 Sample 24,374 2,180 Weighted(000) 230,124 19,909 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 8.7% Index 100 100 Total % 100.0% 8.7% Sample 4,981 374 Weighted(000) 45,978 3,756 QUINTILE 1 (HIGHEST) Vertical % 20.0% 18.9% Horizontal % 100.0% 8.2% Index 100 94 Total % 20.0% 1.6% Sample 4,707 474 Weighted(000) 45,973 4,600 QUINTILE 2 (2ND HIGHEST) Vertical % 20.0% 23.1% Horizontal % 100.0% 10.0% Index 100 116 Total % 20.0% 2.0% Sample 4,677 470 Weighted(000) 45,922 4,398 QUINTILE 3 (MIDDLE) Vertical % 20.0% 22.1% Horizontal % 100.0% 9.6% Index 100 111 Total % 20.0% 1.9% Sample 4,850 419 Weighted(000) 45,888 3,506 QUINTILE 4 (2ND LOWEST) Vertical % 19.9% 17.6% Horizontal % 100.0% 7.6% Index 100 88 Total % 19.9% 1.5% Sample 5,159 443 Weighted(000) 46,364 3,651 QUINTILE 5 (LOWEST) Vertical % 20.1% 18.3% Horizontal % 100.0% 7.9% Index 100 91 Total % 20.1% 1.6%
62. 62. 60 Radio Drive Time Total Hill's and Comeptito rs + 35-54 Sample 24,374 2,180 Weighted(000) 230,124 19,909 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 8.7% Index 100 100 Total % 100.0% 8.7% Sample 4,692 490 Weighted(000) 45,888 5,254 QUINTILE 1 (HIGHEST) Vertical % 19.9% 26.4% Horizontal % 100.0% 11.4% Index 100 132 Total % 19.9% 2.3% Sample 4,746 503 Weighted(000) 45,992 4,440 QUINTILE 2 (2ND HIGHEST) Vertical % 20.0% 22.3% Horizontal % 100.0% 9.7% Index 100 112 Total % 20.0% 1.9% Sample 4,607 479 Weighted(000) 45,976 4,552 QUINTILE 3 (MIDDLE) Vertical % 20.0% 22.9% Horizontal % 100.0% 9.9% Index 100 114 Total % 20.0% 2.0% Sample 5,039 332 Weighted(000) 45,829 2,888 QUINTILE 4 (2ND LOWEST) Vertical % 19.9% 14.5% Horizontal % 100.0% 6.3% Index 100 73 Total % 19.9% 1.3% Sample 5,290 376 Weighted(000) 46,438 2,775 QUINTILE 5 (LOWEST) Vertical % 20.2% 13.9% Horizontal % 100.0% 6.0% Index 100 69 Total % 20.2% 1.2%
63. 63. 61 Radio All Day Total Hill's and Comeptito rs + 35-54 Sample 24,374 2,180 Weighted(000) 230,124 19,909 Total Vertical % 100.0% 100.0% Horizontal % 100.0% 8.7% Index 100 100 Total % 100.0% 8.7% Sample 4,841 455 Weighted(000) 45,919 4,707 QUINTILE 1 (HIGHEST) Vertical % 20.0% 23.6% Horizontal % 100.0% 10.3% Index 100 118 Total % 20.0% 2.0% Sample 4,613 448 Weighted(000) 45,887 4,107 QUINTILE 2 (2ND HIGHEST) Vertical % 19.9% 20.6% Horizontal % 100.0% 8.9% Index 100 103 Total % 19.9% 1.8% Sample 4,569 473 Weighted(000) 45,958 4,167 QUINTILE 3 (MIDDLE) Vertical % 20.0% 20.9% Horizontal % 100.0% 9.1% Index 100 105 Total % 20.0% 1.8% Sample 4,819 438 Weighted(000) 45,895 4,449 QUINTILE 4 (2ND LOWEST) Vertical % 19.9% 22.3% Horizontal % 100.0% 9.7% Index 100 112 Total % 19.9% 1.9% Sample 5,532 366 Weighted(000) 46,463 2,480 QUINTILE 5 (LOWEST) Vertical % 20.2% 12.5% Horizontal % 100.0% 5.3% Index 100 62 Total % 20.2% 1.1%

Hills Science Diet Center Locations

Source: https://www.slideshare.net/Lane_Brian/hills-science-diet-media-plan-56809515

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