Presented by Bruce Harwood: July 2016 Have you heard about traditional media but aren't quite sure what it is? This session on how to plan and buy traditional media will give you some context on why advertisers use it and how you should think about it. As each medium is different in its own way and we will explore the nuances of each and how they are adapting in today's digital landscape.

1. Be inventive
Traditional Media Buying
July 5, 2016

2. 2
Agenda
• Traditional Media Overview
• Television
• Radio
• Print
• Outdoor
• Network Upfronts

3. 3
Traditional Media Overview

4. 4
Average Time Spent
Time Spent Trends
•In 2013 the average time spent
with digital media surpassed TV
for the first time
•We are still spending more time
with TV than we did in 2010
•Print and Radio have both seen
steady decline in time spent over
the past five years

5. 5
Planning Pillars

6. 6
Cultural Perspective
OUR WORLD USA

7. 7
Television

8. 8
Television Overview
Strengths Limitations
Immediate Impact Competitive Clutter
Quickly Builds Awareness Fragmented Viewership
Sight, Sound, & Motion High Out-Of-Pocket
Geographically Flexibility Time-Shifted Viewing

9. 9
Ways to Buy Television
BRO ADCAST SYNDICATIO N CABLE
VO D FEPS
TV
DIGITAL

10. 10
Local and Direct Response

11. 11
Buy Model

12. 12
Dayparts

13. 13
Radio

14. 14
Radio Overview
Strengths Limitations
Local Presence Background Medium/Non-Intrusive
DJ Mentions/Added Value Lack of Visual and Brand Logo
Low Cost of Entry Limited Reach
Immediacy and Frequency Expensive to Cover Markets

15. 15
Ways to Buy
NETWO RK LO CAL
ONLINE
OVER AIR
DIGITAL
SATELLITE

16. 16
Dayparts and Formats

17. 17
Print

18. 18
Magazine Overview
Strengths Limitations
Audience by Demo, Lifestyle, Interest Slow Reach Build
Long Self Life Longer Lead Times
High Quality Reproduction Limited Geographic Flexibility
Detailed Copy Expensive to Build Frequency

19. 19
Magazine Types
CO NSUMER B- TO - B SUNDAYLO CAL
IPAD
TYPES
DIGITAL

20. 20
Units Types
Fractional: 1/3 Page Custom: Intrusion
Cover Flap
Gatefold
1 0 | T V G U I D E .C O M
IN T H E N E W S
CLOCKWISEFROMTOPLEFT:MONTYBRINTON/CBS;CHRISHELCERMANAS-BENGE/ABC;TODDWILLIAMSON/WIREIMAGE;ERICMCCANDLESS/ABC
Is D e m p s e y L e a v in g G re y ’s ?
IT ’S D E C IS IO N T IM E f o r P a t r ic k
D e m p s e y . H is G r e y ’s A n a t o m y c o n t ra c t
is u p a t t h e e n d o f t h is s e a s o n , a n d t h e
a c t o r h a s s a id h e w a s re a d y t o c h e c k
o u t o f S e a t t l e G r a c e / M e rc y W e s t . B u t
n o w h e t e lls u s h e m a y s ig n o n f o r o n e
m o r e r o t a t io n . — F ra n c k R a g a in e
A re y o u g o in g t o c o m e
b a c k ? It ’s w o r t h h a v in g a
c o n v e rs a t io n . I h a v e a f a m ily
t o s u p p o r t , a n d w h y n o t
h a v e a d is c u s s io n a b o u t
c o n t in u i n g ? T h e q u e s t io n is
w ill I d o a f u l l s e a s o n , a h a lf
s e a s o n o r c o m e b a c k a t a ll?
T h e re a r e a lo t o f t h in g s I’d lik e
t o d o : [ c a r ] ra c in g , f ilm s … s o if
I ’m a b le t o b a la n c e a ll t h o s e
t h in g s a n d c o n t in u e o n w it h t h e s h o w ,
w h y n o t ? T h e r e a r e s o m a n y o t h e r
t h in g s t h a n ju s t t h e m o n e y . B u t it ’s a
n ic e p o s it io n t o b e in .
D o y o u t h in k D e re k ’s p a t h o v e r t h e
p a s t e ig h t y e a rs a n d t h e s t o rie s
a ro u n d h im m a k e s e n s e ? O h , n o , n o t a t
a ll. It ’s v e r y d if f ic u lt t o k e e p it f r e s h w h e n
y o u ’r e d o in g 2 4 e p i s o d e s a y e a r. [ C re a t o r]
S h o n d a R h im e s h a s a lo t o f id e a s , a n d s h e
is in a p o s it io n w h e re s h e c a n t a k e m o r e
c h a n c e s . S o m e t im e s t h a t w o r k s ,
s o m e t im e s it d o e s n o t . L a s t
y e a r w e h a d t h e s in g in g e p i-
s o d e , w h ic h I t h in k w a s a b ig
m is t a k e . B u t y o u h a v e t o t r y .
A re y o u h a p p y w it h t h e
a d o p t io n s t o ry ? I’m v e r y
h a p p y w it h t h e b a b y s t o r y . I’m
g la d it ’s n o t a b o u t M e re d it h a n d
D e re k t o g e t h e r, b u t it ’s a b o u t
t h e m r a is in g a c h ild . M e r e d it h
a lw a y s h a s t ra g e d y a r o u n d h e r
t h a t c r e a t e s a lo t o f d ra m a . It ’s a m a z in g
t h a t D e r e k c o n t in u e s t o s t a n d b y h e r .
B u t it ’s g o o d t h a t t h e y m a d e t h e c o m -
m it m e n t t o s t a y t o g e t h e r.
“ I t ’s n i c e t o
h a v e a jo b ,”
D e m p s e y
s a y s
A 19 5 4 T V G U ID E e d it o r ia l s u g g e s t e d t h a t
t h e p e o p le r e s p o n s ib l e f o r lo u d c o m m e r -
c ia ls “ s h o u ld b e s e n t e n c e d t o f iv e y e a rs a t
h a r d la b o r in a b o il e r f a c t o r y .” T h e C o m -
m e r c ia l A d v e r t is e m e n t L o u d n e s s M it ig a -
t io n A c t s ig n e d in t o la w b y P re s i d e n t
O b a m a w o n ’t d o l e o u t t h a t k in d o f p u n -
is h m e n t — b u t i t is t h e f irs t re g u la t io n t o
a d d r e s s o n e o f t h e lo n g e s t - ru n n in g is s u e s
v ie w e rs h a v e .“ W e h a v e r e c e iv e d t h o u -
s a n d s o f c o m p la in t s ,” s a y s F C C c h a ir m a n
J u liu s G e n a c h o w s k i. “ It ’s a re a l c o n c e r n
a m o n g c o n s u m e rs .” T V s t a t io n s , s a t e llit e
c o m p a n ie s a n d c a b le o p e ra t o r s w ill h a v e
a y e a r t o c o m p ly w it h t h e n e w re g u la t io n
t h a t re q u ire s c o m m e r c ia ls a n d p r o m o s t o
b e a t t h e s a m e v o lu m e le v e l a s p r o g ra m
c o n t e n t ; if t h e y d o n ’t , t h e y c a n b e s u b je c t
t o f in e s . W h ile t h e F C C w ill d o so m e s p o t
c h e c k s , t h e y w ill d e p e n d o n v ie w e r s t o
m a k e t h e m s e lv e s h e a rd a b o v e t h e n o is e
a n d r e p o r t p o s s ib le v io la t io n s . — S B
F C C T u rn s D o w n
T V A d s ’ V o lu m e
T h e T V la n d s c a p e s a w a l o t o f b ig c h a n g e ( a n d b ig d o lla rs ) in 2 0 11. H e r e
a r e t h e s t a t s o n s o m e m a jo r s t o r ie s . — S B
T h e Ye a r in N u m b e rs
S e t t le m e n t re c e iv e d b y
C h a rlie S h e e n f ro m C B S a n d
W a rn e r B ro s . T e le v is io n a f t e r
t h e a c t o r s u e d o v e r h is f irin g
f ro m T w o a n d a H a lf M e n .
E s t i m a t e d h o u r s
s p e n t o n T V b y R e g is
P h il b in , w h o e x it e d
L i v e ! W i t h R e g i s a n d
K e ll y i n N o v e m b e r.
H o u r s o f c o v e r a g e E ! d e v o t e d
t o K i m K a r d a s h ia n a n d K r i s
H u m p h r i e s d u r i n g t h e w e e k
o f t h e i r $ 1 0 m i l l i o n w e d d i n g
o n A u g u s t 2 0 . T h e c o u p l e
s p lit a f t e r 7 2 d a y s .
A v e ra g e n u m b e r o f p e o p le w h o w a t c h a
s h o w o n t h e ir D V R d u r in g p r im e t im e — la rg e r
t h a n t h e a u d ie n c e f o r s a m e - d a y v ie w in g o f e v e r y n e t w o rk e x c e p t C B S .
S i t c o m s ( i n c lu d in g 2 B r o k e G ir ls , a b o v e )
c u r re n t l y a m o n g N ie ls e n ’s T o p 2 0 p rim e -
t i m e s h o w s , w h i c h is o n t ra c k t o b e t h e
m o s t s in c e t h e 2 0 0 2 – 2 0 0 3 s e a s o n .A v e ra g e n u m b e r o f T V s e t s in a n A m e r ic a n
h o m e , a n a ll- t im e h ig h . B u t t h e p e r c e n t a g e
o f U .S . h o u s e h o ld s t h a t o w n a s e t — a b o u t
9 7 p e r c e n t — is t h e lo w e s t s i n c e 19 7 5 ( o n e
re a s o n m a y b e y o u n g e r v ie w e r s w h o w a t c h
t h e ir f a v o r it e s h o w s o n lin e ) .
$100 m illionT h e a m o u n t A m a z o n p a id C B S f o r
t h e o n lin e s t r e a m in g r ig h t s t o 2 ,0 0 0
e p is o d e s o f p a s t p r o g ra m s , in c lu d in g
S t a r T r e k , F r a s ie r a n d C h e e r s .
M i n u t e s t h e c a n d i d a t e s f o r t h e R e p u b li -
c a n p r e s id e n t ia l n o m i n a t io n h a v e s p e n t
d e b a t i n g o n n a t io n a l t e le v i s i o n a s o f D e c e m b e r 1 5 .
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TVG01_p10_InTheNews.indd 10 12/21/11 6:45 PM
T H E E M M Y ® W I N N I N G S E R I E S R E T U R N S
S E A S O N
S U N J A N 8 9 / 8 C
p b s .o rg / d o w n t o n Fu nd in g for M ASTERPIECE is p rovid ed b y
W A R C H A N G E S E V E R Y T H I N G .
“ T h e ir t a le n t
s p e a k s f o r it s e l f,”
H o ro w it z a n d
K it s is ( in s e t ) s a y
o f t h e c a s t
W AT C H
M Y S H O W !
ADVERTISEMENT
O n c e U p o n a
T im e H a v i n g
s e rv e d a s e x e c -
u t iv e p ro d u c e rs
o n L o s t , A d a m
H o ro w it z a n d
E d w a r d K it s is
a re e x p e r t s in a lt e rn a t e w o r ld s , s h o c k in g
t w is t s a n d t h e b a t t le b e t w e e n g o o d a n d e v il.
A s t h e c re a t o rs o f A B C ’s fa i r y t a le – t h e m e d
n e w h it , t h e y f o u n d a n o t h e r w a y t o s p in
t h o s e k in d s o f y a r n s . It ’s w o r k in g : W h e n
se v e n d a y s o f D V R u s a g e a re in c lu d e d , O n c e
a v e ra g e s 13 .8 m illio n v ie w e rs a n d a 4 .8 ra t in g
a m o n g a d u lt s 18 – 4 9 . In c a s e y o u h a v e n ’t
c h e c k e d it o u t y e t ( t h e s h o w r e t u r n s J a n u -
a r y 8 ) , H o r o w it z a n d K it s is a n s w e re d o u r
s h o w ru n n e r q u e s t io n n a ir e in t h e h o p es t h a t
yo u ’ll s o o n b o o k a t r ip t o S t o r y b ro o k e . — M S
I c o u ld s it a t h o m e a n d re a d a f a iry t a l e .
W h y s h o u ld I w a t c h y o u r s h o w in s t e a d ?
B e c a u s e w h a t w e ’re a t t e m p t in g t o d o is n o t
re t e ll f a ir y t a le s b u t t e ll y o u t h e p a r t s o f t h e m
yo u n e v e r k n e w — t o re in v e n t t h e m t h ro u g h
o u r o w n s e n s ib ilit ie s a n d t h e n m a s h t h e m a ll
u p in w a y s w e ’v e n e v e r s e e n b e f o re a n d w e
h o p e t h e a u d ie n c e h a sn ’t im a g in e d .
W h a t h a p p e n s i f w e d o n ’t w a t c h y o u r
s h o w ? T h e n t h e s h o w e n d s . A n d w e a re sa d .
G i v e u s a n a lg o r it h m f o r y o u r s h o w . W e
d o n ’t u n d e r s t a n d m a t h . T h a t ’s w h y
w e b e c a m e w r it e r s .
W h a t ’s t h e b e s t t h in g a n y o n e
h a s s a id o r w r it t e n a b o u t
y o u r s h o w ? T h a t it
m a d e t h e m h a p p y
t o w a t c h , t h a t
it t ra n s p o r t e d t h e m s o m e w h e re e n jo ya b le
f o r a n h o u r.
W e r e t h e y r ig h t ? W e t a k e t h e m a t t h e ir
w o r d . W h o a re w e t o ju d g e ?
A B C p ro m o t e s y o u r L o s t c r e d it s . W h ic h
p a s t c re d it s h o u ld t h e y a v o i d t o u t in g a t
a ll c o s t s ? H o t T o n ig h t . It w a s a p u b lic a c c e s s
s k e t c h - c o m e d y s h o w w e d id in M a d is o n ,
W is c o n s in . W e t h o u g h t w e w e re f u n n y . W e
w rit e d r a m a n o w .
H o w a r e y o u u s in g y o u r p o w e r o f T V f o r
g o o d ? W e a re t r y in g t o w r it e a b o u t t h e
p o w e r o f h o p e in a t im e o f u n c e r t a in t y. A ls o ,
w e u s e it t o f i g h t c r im e .
W h a t ’s a n a lt e r n a t e t it le f o r y o u r s h o w ?
A F is t f u l o f F a ir y D u s t .
S h o w r u n n e r b a t t le s a re a ll t h e r a g e t h e s e
d a y s . P i c k a r iv a l s h o w , a n y s h o w , t o s t a r t
a f i g h t w it h . 6 0 M in u t e s . W e ’v e w a t c h e d
y o u r s h o w . W e ’v e t im e d it . W it h o u t c o m m e r-
c ia ls , y o u ’ r e o n ly 4 3 m in u t e s .
L e t ’s s c a r e t h e n e t w o r k . T e ll u s a n id e a
t h a t d id n ’t m a k e it o u t o f t h e w r it e r s ’
ro o m . W e h a v e a s h o w w it h f a ir ie s , d w a r v e s ,
t a lk in g c r ic k e t s a n d d ra g o n s — w e ’re n o t s u r e
t h e y ’re f rig h t e n e d o f a n y t h in g a n y m o r e .
L e t ’s s a y y o u c o u ld d o a c r o s s o v e r e p is o d e
w it h a n y T V s h o w in h is t o ry . W h ic h s h o w ,
a n d w h a t w o u ld t h e e p is o d e b e a b o u t ?
T h e C h a r m i n g s . A n d i t w o u ld b e S n o w a n d
C h a rm in g c o n f r o n t in g S n o w a n d C h a rm in g .
F ig h t in g t o t h e d e a t h o v e r
w h o is re a lly … S n o w a n d
C h a rm in g .
O f y o u r c a s t m e m b e r s ,
w h o w o u ld f a r e b e s t o n
C e le b r it y A p p r e n t ic e ?
R u m p e ls t ilt s k in . H e d ri v e s
a h a r d b a r g a in .
N o w t h a t y o u ’re a h it , w h a t
s o r t o f H o lly w o o d - is h t h i n g w ill y o u
d e m a n d ? W e d o n ’t t h in k o f o u rs e lv e s a s a
h it ; w e ’r e ju s t g la d t o h a v e t h e o p p o r t u n it y
t o t e ll m o re s t o rie s . T h a t s a id , w e ’v e a s k e d
A B C f o r a d w a r f e n t o u r a g e .
W h a t w o u ld a O n c e U p o n a T im e r id e a t
D i s n e y l a n d lo o k lik e ? Yo u ’d h o p in E m m a ’s
Ye llo w B u g , ra c e t h r o u g h S t o r y b ro o k e a n d
e s c a p e t h e c u rs e r ig h t b e f o r e b e in g d e p o s -
it e d in F a i r y Ta le L a n d . T h a t ’s w h e re , o f
c o u rs e , y o u r p ic t u re w o u ld b e t a k en in t h e
M a g ic M irr o r. A n d y o u ’d h a v e t o w a lk t h r o u g h
M r. G o l d ’s P a w n S h o p in o r d e r t o b u y s o u v e -
n irs . O r b a r t e r y o u r c h ild re n f o r t h e lo c a t io n
o f y o u r p a r k in g s p o t , w h i c h y o u ’v e lo n g s in c e
fo rg o t t e n b e c a u s e o f t h e d iz z y in g r id e .
TVG01_p11_IntheNews.indd 11 12/20/11 11:59PM
®
®
9. Subject of the Twenty-
First Amendment
10. Bard’s before
11. Tied the knot
12. Feel blindly
13. Chor al piece
14. Walt __ Disney
15. Bony part of a chicken
16. Clad like an “Animal
House” reveler
17. Longti meAretha
Franklin label
18. Bryce or Grand
20. Got agl impse of
30. Syrup source
31. Zero
32. Foxyquality
33. Perrier competitor
36. Anti -fur org.
37. Meat grade
39. __ call
40. SomeArt Deco works
84. Heroine of Irish legend
85. Feeling, informally
86. Olive, Castor and Cole
of “ThimbleTheatre”
87. Coupd’ __
88. Anti perspirant brand
89. Bloodmobile visitor
91. Prospector’sstrike
92. Put into law
93. El __(legendary city
of gold)
95. Declare untrue
97. State one’s view
98. Morales of “La Bamba”
99. Born, in bridal bios
100. Gog and __
104. Prods gently
105. Young eels
106. Anti -Saloon __
110. Layered like a wedding
cake
113. Apparatus for making
96-Across
114. New staffer
115. Seemingly forever
117. Playful mammal
118. Toil away
120. Carps constantly
122. Doas directed
123. Mideast bigwig
124. Tear to the ground
127. 100 lb.
128. “Well __-di-dah!”
131. Six-Day War gun
132. Reagan advisor Nofziger
107. Dancer with seven veils
109. Reprimand
41. ’40s computer
44. Unaffiliated in D.C.
45. “Begpar don ...”
47. __podrida
48. One of the Baldwins
49. Put a stopwatch to
51. Star t the pot
52. Sniff out
54. Thin nail
56. Refu sing to listen
57. Metronome setting
59. North-of-the-border
gridironorg.
62. Mother of Don Juan
63. Real lyticked off
65. __Hashanah
67. Wall St. debut
70. Help in a heist
71. Practice in the ring
72. Three sheets tothe__
73. Mr. T’s TVgroup
74. Interest fig.
77. Blissful spots
78. Tamblyn of “West Side Story”
79. Make a getaway
80. Haifa’s land: Abbr.
83. Big Apple tennis stadium
A C R O S S
1 . H u n g o n t o
5 . B e r m u d a h r s .
8 . H o m e _ _
1 2 . T e r m fo r g o v e r n m e n t
a g e n t s c o i n e d b y
“M a c h in e G u n ” K e l ly
1 6 . X X X c e n te r
1 9 . O l d U .S . g a s b r a n d
2 0 . S u ffi x w ith l u n c h e o n o r s e r m o n
2 1 . “A _ _ fo r m a li t y ! ”
2 2 . P a r t t o p la y
2 3 . “... m a n _ _ m o u s e ? ”
2 4 . _ _ b e e r
2 5 . S a m & D a v e ’ s l o n g tim e la b e l
2 6 . P u n d i t’ s p a g e
2 7 . E a r - r e la te d
2 8 . B a th tu b _ _
2 9 . A n ti - a lc o h o l m o v e m e n t
3 2 . P r o h ib it io n n i g h t s p o t
3 4 . “S a y it _ _ , J o e ! ”
3 5 . J a v a p r o g r a m s
3 8 . P r e s id e n t ia l t u rn d o w n
3 9 . S u r r e n d e re r a t A p p o m a t t o x
4 2 . _ _ X I N G ( r o a d s i g n )
4 3 . F l o o r i n g m a n u fa c tu r e r
4 5 . Q u in n o f “B e n n y & J o o n ”
4 6 . _ _ R o th s te in , a b o o tl e g g e r
w h o re p u t e d l y fix e d th e
1 9 1 9 W o r l d S e r ie s
4 8 . “T h i s m u s t w e ig h _ _ ! ”
5 0 . R o c k e r T u r n e r
5 2 . D o o - w o p p e r s _ _ N a N a
5 3 . S u b w a y e n tr a n c e
5 4 . _ _ p i g
5 5 . T h e E ig h t e e n t h _ _
e s ta b lis h e d P r o h i b i ti o n
5 8 . B l u is h g r e e n h u e
5 9 . O r e o fi l li n g
6 0 . T h in k h i g h l y o f
6 1 . G r a fto n ’ s “ _ _ fo r E v id e n c e ”
6 4 . N i c k n a m e fo r C a p o n e
6 6 . C i r c u s h o r n h o n k e r
6 7 . M a e W e s t 's “ _ _ A n g e l”
6 8 . _ _ F a s h io n e d c o c k t a i l
6 9 . P r o h i b i t i o n - e r a
“ n e w b r e e d " o f w o m a n
7 1 . B a s e b a ll c a r d d e a l s
7 5 . B l a c k - m a r k e t s t u ff
d u r in g P r o h i b it io n
7 6 . S ta r t e r o r r e l i e v e r
7 9 . “F o r s h a m e ! ”
8 1 . W o r k w it h o u t _ _
( b e d a r in g )
8 2 . T w o s o m e
8 5 . _ _ A c t
9 0 . N u tr i ti o n a b b r .
9 1 . A p a r tm e n t d w e l le r
9 3 . H a n d y h o m e o w n e r, s l a n g il y
9 4 . W a lk e d u p o n
9 6 . P r o h i b i t i o n - e r a w h is k e y
9 9 . T h e _ _ E x p e r im e n t
1 0 0 . S e i n e t r ib u ta r y
1 0 4 . T e m p e r a n c e m o v e m e n t
le a d e r C a r r y _ _
1 0 5 . B o rd e n s p o k e s c o w
1 0 8 . A r lin g t o n , V a . is in it
1 1 0 . H a r b o r c r a ft
1 1 1 . W a y n e W h e e le r,
p r o h i b i ti o n i s t k n o w n a s
th e “ _ _ b o s s ”
1 1 2 . L ik e e x c e ll e n t p a s tr a m i
1 1 3 . L i t tle g u y ’s n i c k n a m e
1 1 6 . S q u a r e - d a n c i n g c a l l
1 1 9 . S t . _ _ ’s D a y M a s s a c r e
1 2 1 . P r o h i b i ti o n - e r a p r o fit e e r
1 2 5 . S e n s e o f s e lf
1 0 1 . L a w - e n fo r c e m e n t o r g s .
1 0 2 . C h u n k s o f h i s to r y
1 0 3 . “_ _ T u ” ( 1 9 7 4 h i t)
1 2 6 . S u ff i x w it h m i ll io n
1 2 7 . C o tto n _ _
1 2 9 . W r a p p e r w e ig h t
1 3 0 . H a n d l e r o u g h ly
1 3 3 . _ _ r u n n e r
D O W N
1 . F i l m m a k e r B u rn s
2 . L a n g u a g e s u f f ix
3 . H .S . J r.’ s e x a m
4 . R a n l i k e t h e d ic k e n s
5 . B e p r e s e n t
6 . M a z e w o rd
7 . _ _ G u i n a n , P r o h i b i tio n -
e r a e m c e e o f t h e 3 0 0 C lu b
8 . C o ll . V . I. P .
1 3 4 . S e c l u d e d v a l le y
1 3 5 . B o a t ’s t r a i l
1 3 6 . T i m e s t o c a ll , in a d s
1 3 7 . P r o h i b i tio n U n it a g e n t _ _
E in s t e in
1 3 8 . G e t t h e p o in t
1 3 9 . D o w n h i l l c o n v e y a n c e
1 4 0 . “_ _ w e n t th a t - a - w a y ! ”
1 4 1 . V i s i b l y e m b a r ra s s e d
1 4 2 . J o c k e y ’s h a n d fu l
1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8
1 9 2 0 2 1 2 2 2 3
2 4 2 5 2 6 2 7 2 8
2 9 3 0 3 1 3 2 3 3
3 4 3 5 3 6 3 7 3 8
3 9 4 0 4 1 4 2 4 3 4 4 4 5
4 6 4 7 4 8 4 9 5 0 5 1 5 2
5 3 5 4 5 5 5 6 5 7
5 8 5 9 6 0 6 1 6 2 6 3
6 4 6 5 6 6 6 7
6 8 6 9 7 0
7 1 7 2 7 3 7 4 7 5
7 6 7 7 7 8 7 9 8 0
8 1 8 2 8 3 8 4 8 5 8 6 8 7 8 8 8 9
9 0 9 1 9 2 9 3 9 4 9 5
9 6 9 7 9 8 9 9 1 0 0
1 0 1 1 0 2 1 0 3 1 0 4
1 0 5 1 0 6 1 0 7 1 0 8 1 0 9 1 1 0 1 1 1
1 1 2 1 1 3 1 1 4 1 1 5 1 1 6 1 1 7 1 1 8
1 1 9 1 2 0 1 2 1 1 2 2 1 2 3 1 2 4
1 2 5 1 2 6 1 2 7 1 2 8 1 2 9 1 3 0 1 3 1 1 3 2
1 3 3 1 3 4 1 3 5 1 3 6 1 3 7
1 3 8 1 3 9 1 4 0 1 4 1 1 4 2
p b s .o r g / p r o h i b i t i o n /c r o s s w o r d
Funding is provided b y BANKOFAMERICA; CORPORATIONFORPUBLICBROADCASTING ; NATIONALENDOWMENTFORTHEHUMANITIES ;
THEARTHURVININGDAVISFOUNDATIONS ; THEMONTRONEFAMILY t h rough THEPENATESFOUNDATION ; and PARKFOUNDATION,INC.
S TA R TS S U N OC T 2 8 / 7 c
Custom: Integration
Full PageP4CB
Spread

21. 21
Newspaper Overview
Strengths Limitations
Rapid Cume One Day Readership
Geographic Selectivity Cluttered Environment
Variety of Unit Sizes Lack of Editorial Control
Short Lead Times Low Pass-Along Rate

22. 22
Newspaper Types
NATIO NAL LO CAL CO LLEGEFREE DAILIES
TYPES

23. 23
Newspaper Units
VARIO US UNITS BY SIZE
FSI

24. 24
Outdoor

25. 25
Outdoor Overview
Strengths Limitations
Broad Reach Copy Limitations
Frequency Builder Passive Media
Location Specific High Production Costs
Reminder/Support Medium Long Lead Time

26. 26
Billboard

27. 27
Sidewalk

28. 28
In Store

29. 29
Transportation

30. 30
Cinema

31. 31
Network Upfronts

32. 32
Upfront v Scatter Overview
Upfront Scatter
Long Lead Time Shorter Lead-Time
Broad Selection of Programming Offers More Flexibility
Audience Guarantees/Protection Higher Rates (In General)
Favorable Rates Lower Barrier to Entry

33. 33
Last Years Results
Program Our Prediction Result
 Saved but moved to Friday
 Cancelled
 Saved by the CW
 Cancelled

34. 34
The Good Place
• NBC
• Thursdays @ 8:30
• A New Jersey woman who comes to realize
that she hasn’t been a very good person.
She decided to turn over a new lead by
learning what it actually means to be good
or bad.
• https://youtu.be/UMf24rEsMOs

35. 35
American Housewife
• ABC
• Tuesdays @ 8:30
• A family comedy narrated by Katie, a
strong-willed mother raising her flawed
family in a wealthy town filled with perfect
wives and their perfect offspring
• https://youtu.be/A9JRoZsnINw

36. 36
Son of Zorn
• Fox
• Sunday @ 8:30
• Centers on an animated barbarian father
who comes home for the first time in 10
years to his live-action son and ex-wife.
• https://youtu.be/kPnlQTi8heM

37. 37
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