The Book of Reach 2012

2Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.

AS SEEN IN THEFINANCIAL TIMES 8/27/2012

Nationwide US television advertising campaigns are failing to reach a large portion of their target audiences, according to new research based on TV viewing data... Ad targeting company Simulmedia has found that in many cases as many as three-quarters of marketers’ TV ad impressions are viewed by just 20 percent of their target audiences.

TV ad campaigns fail to reach audiences

Financial Times, 8/27/2012

”“

Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine®, May-July 2012.


In the past 15 years, a fast-expanding array and diversity of new-media products, channels and platforms have resulted in extraordinary fragmentation of audiences. Within television—the largest consumer media platform by far in the U.S. in terms of both audience time and advertising expenditures—we’ve seen a tenfold increase in the number of TV channels and a hundred-fold increase in the number of programs and episodes.

Audience fragmentation is causing TV’s reach problem.

The contents of The Book of ReachAudience fragmentation is collapsing TV advertising reach and concentrating frequency on a small number of heavy TV consumers.

On the following pages, we will show:

Examples of valuable audiences missed by most TV advertising campaigns.

Reach and frequency analyses of major national brands’ recent TV ad campaigns.

Competitive share of voice analyses for two industries. The analyses show the unreached target audiences for the companies in the category as well as the incremental reach that online advertising delivered to the campaign.

1.

2.

3.

Unreached A

udiencesS

hare of Voice Analyses

Reach/Frequency A

nalyses


EXAMPLES OF UNREACHED AUDIENCES

ALBERTYoung male, early 30’s, lives in New York, Investment Banker, HHI $300K+. Spends Saturday afternoons watching classic movies on TFC, TBS, USA, etc.

FREDYoung male, late 20’s, lives in Atlanta. Entrepreneur witha fledgling nightlife business.Spends weekdays watching CNN, History, and Discovery while he works

MARCYSingle mom, late 30’s, lives in Virginia and is a nurse. Loves Bravo’s reality shows, watches the reruns after the kids’ bedtime from 11pm-1am

Unreached A

udiencesS


Reach/Frequency A

nalyses


OF THE TV IMPRESSIONS WENT TO

Average Frequency per Viewer Quintile

Percent of Impressions per Viewer Quintile

80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

89% 0.0%

0.0%

10.8%

25.3%

63.9%

AUDIENCE REACHED BY ADT’S CAMPAIGN TARGET: A25-54TIMING: JUNE 2012

0.00.00.53.59.0

JUNE 2012 CAMPAIGN : Business Solutions: Security System & ServicePulse: Security System & ServiceSecurity System & Service

TV CAMPAIGN SPEND

$ 4,859,550.56

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

100% 0.0%

0.0%

AUDIENCE REACHED BY AXE’S CAMPAIGN TARGET: A18-24TIMING: MAY 2012


0.00.00.01.96.3

MAY 2012 CAMPAIGN : Anarchy: Body Spray Men & Women

TV CAMPAIGN SPEND

$ 6,316,929.00

0.2%

22.5%

77.2%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

81%

AUDIENCE REACHED BY BAYER’S CAMPAIGN TARGET: A35-64TIMING: MAY 2012

0.00.94.27.817.2

MAY 2012 CAMPAIGN : Advanced Aspirin Extra Strength: Pain Reliever TabletsAspirin Low Dose: Pain Reliever Chewable TabletsAspirin Low Dose: Pain Reliever TabletsAspirin: Pain Reliever CapletsAspirin: Pain Reliever Tablets

TV CAMPAIGN SPEND

$ 8,451,556.06

0.0%

6.0%

13.4%

25.2%

55.4%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

86%

AUDIENCE REACHED BY BEST BUY’S CAMPAIGN TARGET: A18-49TIMING: JULY 2012

0.00.12.03.98.6

JULY 2012 CAMPAIGN : Electronics Store: Consumer Electronics Store

TV CAMPAIGN SPEND

$ 6,243,651.66

0.0%

0.7%

13.7%

26.7%

58.9%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

94%

AUDIENCE REACHED BY BING’S CAMPAIGN TARGETV: A18-34TIMING: JUNE 2012

0.00.00.32.88.2

JUNE 2012 CAMPAIGN : Bing.com Online

TV CAMPAIGN SPEND

$ 3,443,554.36

0.0%

0.0%

24.1%

69.6%

6.3%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

82%

AUDIENCE REACHED BY BUDWEISER’S CAMPAIGN TARGET: M21-54TIMING: JULY 2012

0.00.32.85.39.5

JULY 2012 CAMPAIGN : Bud Light: BeerBud Light Lime: BeerBud Light Platinum: Beer

TV CAMPAIGN SPEND

$ 8,784,955.58

0.0%

2.9%

52.7%

15.3%

29.1%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

78%

AUDIENCE REACHED BY BURGER KING’S CAMPAIGN TARGET: A25-54TIMING: MAY 2012

0.34.19.215.731.5

MAY 2012 CAMPAIGN : Burger King BK Garden Salads & Snack Wraps: Various Salad ProductsBurger King Crispy Chicken Strips: Chicken ProductBurger King Real Fruit Smoothie: Beverage ProductGeneral Promotion - QSR

TV CAMPAIGN SPEND

$ 27,327,183.16

6.8%

51.7%

15.2%

25.8%

0.5%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

80%

AUDIENCE REACHED BY CHASE’S CAMPAIGN TARGET: A25-54TIMING: JULY 2012

0.00.95.59.919.3

JULY 2012 CAMPAIGN : Bank Quick Pay: Consumer Mobile BankingFreedom: Personal Credit CardSapphire Preferred: Personal Credit Card

TV CAMPAIGN SPEND

$ 16,159,476.72

4.9%

53.0%

15.0%

27.2%

0.0%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

77%

AUDIENCE REACHED BY CHEVROLET’S CAMPAIGN TARGET: A18-49JULY 2012

0.01.25.79.617.3

6.7%

49.5%

16.3%

0.0%

27.5%

JULY 2012 CAMPAIGN : Silverado: Domestic Truck Volt Hybrid: Domestic Hybrid Auto

TV CAMPAIGN SPEND

$ 18,681,163.09

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

88% 0.00.00.53.18.1

JUNE 2012 CAMPAIGN : Scalp Therapy: Dandruff ShampooScalp & Hair Beauty Therapy: Shampoo & ConditionerScalp & Hair Beauty Therapy: VignetteScalp & Hair Therapy: Shampoo & Conditioner

TV CAMPAIGN SPEND

$ 4,709,998.06

64.1%

0.0%

23.9%

12.0%

0.0%

AUDIENCE REACHED BY CLEAR HAIR CARE’S CAMPAIGN TARGET: W25-54JUNE 2012

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

96%

AUDIENCE REACHED BY COLGATE’S CAMPAIGN TARGET: A18-49APRIL 2012

0.00.00.22.510.0

APRIL 2012 CAMPAIGN : Optic White: Whitening ToothpasteTotal Advanced Clean: ToothpasteTotal Advanced: ToothpasteTotal: Toothpaste

TV CAMPAIGN SPEND

$ 5,232,549.00

77.2%

0.0%

19.1%

3.7%

0.0%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET


93%

AUDIENCE REACHED BY DELL’S CAMPAIGN TARGET: A18-54TIMING: JULY 2012

0.00.00.22.46.0

JULY 2012 CAMPAIGN : Inspiron 15R: Laptop Computer DRVarious Computers: Computer Products DR

TV CAMPAIGN SPEND

$ 3,989,371.21

0.0%

26.4%

6.8%

0.0%

66.8%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

81%

AUDIENCE REACHED BY DOMINO’S CAMPAIGN TARGET: A25-49 & MARRIED W/1+ CHILDTIMING: MAY 2012

0.00.83.77.4

15.9

MAY 2012 CAMPAIGN : Dominos Artisan Pizzas: Pizza ProductDominos Carry Out Special: Pizza ProductDominos Parmesan Bread Bites & Pizza: ComboDominos Stuffed Cheesy Bread & Pizza: Combo

TV CAMPAIGN SPEND

$ 13,274,994.52

25.8%

5.7%

55.4%

13.1%

0.0%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

99%

AUDIENCE REACHED BY DOS EQUIS’ CAMPAIGN TARGET: M21-49TIMING: JULY 2012

0.00.00.12.16.8

JULY 2012 CAMPAIGN : Imported BeerImported Beer & Dos Equis Ambar Imported Beer: ComboXx Ambar: Imported Beer

TV CAMPAIGN SPEND

$ 3,262,639.57

75.7%

1.5%

0.0%

22.8%

0.0%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

89%

AUDIENCE REACHED BY DOVE’S CAMPAIGN TARGET: W18-49TIMING: MAY 2012

0.00.00.42.67.0

MAY 2012 CAMPAIGN : Deep Moisture Body Wash

TV CAMPAIGN SPEND

$ 3,166,569.48

10.6%

0.0%

24.4%

0.0%

65.0%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

81%

AUDIENCE REACHED BY ETRADE’S CAMPAIGN TARGET: M25-54, HHI $100K+ & USED ONLINE BROKERSTIMING: APRIL 2012

0.00.32.23.97.6

APRIL 2012 CAMPAIGN : General Promotion - Investment Products & ServicesOnlineRetirement PlansFinancial: Online

TV CAMPAIGN SPEND

$ 7,355,805.00

15.3%

0.0%

27.5%

3.8%

53.3%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

81%

AUDIENCE REACHED BY GEICO’S CAMPAIGN TARGET: A18-54TIMING: JUNE 2012

0.13.610.118.939.7

JUNE 2012 CAMPAIGN :Auto InsuranceBoat Owners InsuranceInsuranceMotorcycle InsuranceVarious Insurance

TV CAMPAIGN SPEND

$ 33,646,884.00

13.9%

5.0%

54.8%

26.1%

0.2%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

80%

AUDIENCE REACHED BY JCPENNEY’S CAMPAIGN TARGET: W18-49TIMING: Q2 2012

0.00.73.76.713.7

Q2 2012 CAMPAIGN :General

TV CAMPAIGN SPEND

$ 57,115,600.87

5.1%

54.1%

0.0%

26.3%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

83%

AUDIENCE REACHED BY MATCH.COM’S CAMPAIGN TARGET: A25-54 & SINGLETIMING: MAY 2012

0.00.44.38.516.6

MAY 2012 CAMPAIGN :Dating Service Online

TV CAMPAIGN SPEND

$ 6,860,795.81

2.8%

54.9%

0.0%

14.2%

28.1%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

75%

AUDIENCE REACHED BY MCDONALDS’ CAMPAIGN TARGET: A18-54TIMING: JULY 2012

0.55.010.917.532.7

JULY 2012 CAMPAIGN :McDonalds Favorites Under 400 Menu: Value MenuMcDonalds Happy Meal: Kids MealMcDonalds McCafe Frappe: Beverage ProductMcDonalds McCafe Real Fruit Smoothies: Beverage ProductMcDonalds Spicy Chicken McBites: Chicken Product

TV CAMPAIGN SPEND

$ 61,174,997.76

7.5%

49.1%

0.8%

16.3%

26.3%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

80%

AUDIENCE REACHED BY OUTBACK STEAK HOUSE’S CAMPAIGN TARGET: A25-54, HHI $50K+TIMING: JULY 2012

0.00.63.56.312.3

JULY 2012 CAMPAIGN

TV CAMPAIGN SPEND

$ 14,493,702.72

15.0%

5.5%

52.5%

27.1%

0.0%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

83%

AUDIENCE REACHED BY PEPSI’ CAMPAIGN TARGET: A18-49TIMING: JULY 2012

0.00.63.97.816.5

JULY 2012 CAMPAIGN :Diet Pepsi: Soft DrinkNext: Soft DrinkSoft Drink

TV CAMPAIGN SPEND

$ 14,120,035.58

3.9%

56.2%

13.4%

26.5%

0.0%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

94%

AUDIENCE REACHED BY PROFLOWERS’ CAMPAIGN TARGET: A25-54TIMING: JUNE 2012

0.00.00.33.07.9

JUNE 2012 CAMPAIGN :ProFlowers.com Online

TV CAMPAIGN SPEND

$ 4,008,482.06

68.1%

25.5%

0.0%

0.0%

6.5%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

84%

AUDIENCE REACHED BY QUIBIDS.COM’S CAMPAIGN TARGET: A18-49 & SHOP ONLINETIMING: MAY 2012

0.00.74.39.319.8

MAY 2012 CAMPAIGN :Online

TV CAMPAIGN SPEND

$ 10,475,263.28


4.0%

57.0%

26.6%

12.4%

0.0%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

83%

AUDIENCE REACHED BY RED LOBSTER’S CAMPAIGN TARGET: A25-54TIMING: JULY 2012

0.00.64.17.717.6

JULY 2012 CAMPAIGN :Seafood Restaurant

TV CAMPAIGN SPEND

$ 15,015,228.46

4.0%

57.6%

13.3%

0.0%

25.2%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

83%

AUDIENCE REACHED BY SAMSUNG LED TV’S CAMPAIGN TARGET: A25-54TIMING: APRIL 2012

0.00.22.85.210.4

APRIL 2012 CAMPAIGN :LED TV

TV CAMPAIGN SPEND

$ 8,966,595.00

15.0%

0.0%

27.6%

55.5%

1.9%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

92%

AUDIENCE REACHED BY TRAVELOCITY’S CAMPAIGN TARGET: A25-54 & MADE TRAVEL PLANS ONLINE LAST 30 DAYSTIMING: MAY 2012

0.00.00.32.26.2

MAY 2012 CAMPAIGN :Travel Service Online

TV CAMPAIGN SPEND

$ 3,356,853.22

67.7%

0.0%

0.0%

24.0%

8.3%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

89%

AUDIENCE REACHED BY TWIX’S CAMPAIGN TARGET: A25-49TIMING: JUNE 2012

0.00.00.42.76.4

JUNE 2012 CAMPAIGN :Candy Bar

TV CAMPAIGN SPEND

$ 3,466,769.69

62.7%

0.0%

0.0%

26.2%

11.1%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

75%

AUDIENCE REACHED BY VERIZON’S CAMPAIGN TARGET: A18-49TIMING: JULY 2012

0.34.19.515.027.2

JULY 2012 CAMPAIGN :Share Everything Plan : Wireless: Consumer Wireless ServiceWireless : Business Wireless ServiceWireless Consumer Wireless Service

TV CAMPAIGN SPEND

$ 63,409,417.48

7.3%

16.9%

0.4%

26.7%

48.6%

Unreached A

udiencesS


Reach/Frequency A

nalyses





80%60%40%20%

100%

80%

60%

20%

0%

0%

40%

40%OF THE TARGET

81%

AUDIENCE REACHED BY VISA’S CAMPAIGN TARGET: A25-54TIMING: JULY 2012

0.00.32.85.19.3

JULY 2012 CAMPAIGN :Corporate Promotion

TV CAMPAIGN SPEND

$ 8,226,573.00

3.3%

15.5%

0.0%

29.1%

52.1%

Unreached A

udiencesS


Reach/Frequency A

nalyses


COMPETITIVE SHARE OF VOICE FOR TV & INTERNET

WIRELESS JULY 2012

TARGET AUDIENCE REACHED BY PLANSA18-49

$63,409,417 + $5,585,400

$39,190,284 +$7,347,800

$35,498,262 +$6,515,100

$42,083,832 +$8,143,700

16%

84%

14%

86%

24%

76%

20%

80%

.01% .02%.02%

.04%100

120

140

80

60

40

20

0

AUDIENCE REACH IN MILLIONS

TV SPEND

INTERNETSPEND

Internet Reach

TV Reach

Unreached

Unreached A

udiencesS


Reach/Frequency A

nalyses


INSURANCEJUNE 2012

TARGET AUDIENCE REACHED BY PLANSA18-54

Internet Reach

TV Reach

Unreached 100

120

140

80

60

40

20

0

TV SPEND

INTERNETSPEND

$17,149,322 + $3,889,204

19%

81%

.01%

$33,646,884 +$954,972

.02%18%

82%

$6,203,098 +$231,751

47%

53%

.00%

$18,153,623 +$1,033,523

17%

83%

.01%

$22,067,086 +$6,102,263

22%

78%

.01%

AUDIENCE REACH IN MILLIONS

COMPETITIVE SHARE OF VOICE FOR TV & INTERNET


Simulmedia, Inc. operates the Simulmedia Audience Network, the world’s first data-driven audience network for television. The company’s targeting platform leverages predictive technologies and anonymous viewing data from more than 30 million US TV viewers to help national advertisers and their agencies better reach their target audiences and better measure the results. Simulmedia aggregates TV audiences through partnerships with TV system operators and national networks reaching all 116 million US TV households.

Over the past year, the company helped national marketers and their agencies target, deliver and measure more than 200 campaigns and see results which were 25-300% better than they were able to achieve with traditional TV ad scheduling and targeting methods.

About Simulmedia



All trademarks, logos, or brands referenced herein are registered to and are the property of their respective owners. “The Book of Reach” is an independent publication of Simulmedia and has not been authorized, sponsored, endorsed, or approved by, and Simulmedia is not affiliated with the respective owners of such trademarks, logos, and brands.

Domino’s Pizza 34Dos Equis 36Dove Body Wash 36EE-Trade 40GGeico Insurance 42JJCPenney 44MMatch.com 46McDonalds 48Microsoft Bing 19OOutback Steakhouse 50

PPepsi 52ProFlowers 54QQuibids.com 56RRed Lobster 58SSamsung LED TV 60TTravelocity 62Twix 64VVerizon Wireless 66Visa 68

AADT 10Axe Body Spray 12BBayer Asprin 14Best Buy 16Budweiser 20Burger King 22CChase 24Chevrolet 26Clear Hair Care 28Colgate 30DDell 32

The Book of ReachIndex

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The Book of Reach 2012