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Media Buying Research

Media Buying Research. Conducted By: Nathan Rigby Brigham Curran Brandon Gibb. Background. Began transmitting as an independent station in 1989 Purchased by Larry H. Miller in 1993 and changed the call letters to KJZZ

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Media Buying Research

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  1. Media Buying Research Conducted By: Nathan Rigby Brigham Curran Brandon Gibb

  2. Background • Began transmitting as an independent station in 1989 • Purchased by Larry H. Miller in 1993 and changed the call letters to KJZZ • Flagship station for the Utah Jazz and broadcast partner with University of Utah athletic events

  3. Outline • Objectives and Key Questions • Research Methods • Limitations • Findings • Conclusions and Recommendations

  4. Objectives and Key Questions • What are the basic demographics of TV and media buyers? • What are the determining factors of buying TV advertising? • What are the most important qualities in an account executive? • Who are the dominant local TV stations in the following areas: Programming, Price, Ratings, and Account Executives?

  5. Research Methods • Phone survey to local media buyers • Included ranking numeric questions and open ended one-on-one interviews • Survey of KJZZ sales representatives for comparison of attitudes • Statistical significance testing and analysis

  6. Limitations • Media buyers availability and willingness • Sample size • Media mentality • Not anonymous survey

  7. Findings

  8. Objective 1:Demographics • Average age of buyers: 38.5 years • Average time buying media: 11.6 years

  9. Demographics

  10. Objective 2:Determining Factors What are the major strengths and weaknesses of TV advertising? Comments from interviews: • Pro TV advertising • TV reaches a huge audience • Emotional appeal • Demographic specific • Efficient—make the phone ring • Builds brand image • Weaknesses of TV • Cost • Radio is more efficient • Difficult to track • Too many stations • Channel hopping

  11. Objective 2:Determining Factors

  12. Objective 2:Determining Factors

  13. Influencing Factors • Which factors are most important? • Price • Ratings • Programming • Value Added • Which factors are not important? • Incentives • What about the other factors? • Not statistically significant

  14. Influencing Factors

  15. Incentives • What the survey said: significantly lower on the importance scale. • What KJZZ said: 4.00 • Realities • One buyer admitted to being influenced by incentives

  16. Objective 3:Account Executives

  17. Account Executives

  18. Account Executives • What do buyers feel is important in an AE? • Attention to detail • What do buyers feel is unimportant? • Gender • KJZZ Sales Reps agree

  19. Account Executives

  20. Account Executives • Personality is the only attribute that had a mean ranking that was significantly lower • Personality is the least important (besides age and gender) • According to KJZZ • Sales people thought knowledge was less important • They thought personality was more important

  21. Account Executives • How often should you be in personal contact? • Every two weeks

  22. How often should you contact via telephone? Twice a month According to KJZZ: Visit twice a month, call weekly Account Executives

  23. Account Executive Rankings • Weak correlation between AE ranking and percent of budget spent on a station • Indicates that AE is a determining factor in sales but not strongly related

  24. Objective 4:Dominant Stations • KSL dominates in programming and ratings

  25. Dominant Stations • KJZZ is perceived to be the leader in price

  26. Conclusions and Recommendations • Price is important, but price leadership alone does not result in sales leadership • Evaluate price and find ways to make CCP (cost per point) more competetive • Incentives are not as influential as we think • Reconsider incentive strategy • Use as a sales tool, not a perk • Account Executives need training • Emphasize attention to detail • AE would benefit by increased knowledge • Personal visits monthly, phone calls every 2 weeks

  27. Conclusions and Recommendations • KSL is the industry leader in programming and ratings • Try to improve ratings and programming—look into a news programming • Educate sales staff • Help them understand buyer’s perceptions • Continue research

  28. Thank You!

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