Media Plan for Rock and Roll Hall of Fame and Museum

Prepared by K. Gates, Oct. 14, 2012

Media Buy Overview

Media Vehicle
Television
Rock
The ABCs of Rock
Rock Countdown
TOTAL/AVG TV
Radio
Detroit-WCSX Summary
Detroit-WQUS
Minneapolis-KQRS
Minneapolis-KQQL
Boston-WZLX
ALL RADIO TOTALS/AVG
Magazines
Rolling Stone
Goldmine
Music Monthly
Billboard
Global Rhythm
TOTAL/AVG MAGAZINES
Newspapers
Detroit Free Press
Star Tribune-Minneapolis
Boston Globe
Boston Herald
Metro Boston
TOTAL/AVG NEWSPAPERS
Internet
Rollingstone.com/Music
allmusic.com
antimusic.com
classicrockmagazine.com
realrocknews.com
soulofrocknroll.com
ultimateclassicrock.com
BANNERS TOTAL/AVG

No. of
Insertions

Total Cost

CPM

12
13
12
37

$21,810
$15,361
$23,215.20
$60,386.20

$5.81
$1.61
$1.61
$3.01

450
150
150
150
100
1,000

$197,047.50
$130,455
$212,175
$191,040
$216,540
$947,257.50

$11.92
$5.78
$8.04
$7.24
$10.31
$8.66

1
3
3
1
1
9

$87,110
$2,708.25
$2,847
$9,150
$6,340
$108,155.25

$6.62
$33.43
$6.78
$78.88
$16.91
$142.62

2
1
2
2
1
8

$5,030
$5,000
$4,350.72
$3,811.88
$3,000
$21,192.60

$4.32
$3.35
$1.55
$10.03
$9.26
$28.51

200
60
90
54
30
30
120
584

$1,414
$6,363
$923.40
$554.04
$307.80
$212.10
$848.40
$10,622.74

$0.30
$0.13
$2.05
$7.10
$1,026
$176.75
$0.85
$1,213.18

Google Search, AdWords

45,000

$122,302

$403.28

TOTAL/AVG

1,054

$1,147,614.29

$45.70

Media Plan for Rock and Roll Hall of Fame and Museum
Prepared by K. Gates, Oct. 14, 2012

Internet Placements

Web Sites
Rollingstone.com/Music
allmusic.com
antimusic.com
classicrockmagazine.com
realrocknews.com
soulofrocknroll.com
ultimateclassicrock.com
Banners TOTAL/AVG

Cost/1,000
Impressions
$7.07
$7.07
$10.26
$10.26
$10.26
$7.07
$7.07

Total
Total No. of
Impressions/M Total Cost/ No. of Impressions
onth (000)
Month
Months
(000)
50
15
30
18
10
10
30

$353.50
$106.05
$307.80
$184.68
$102.60
$70.70
$212.10
$1,337.43

4
4
3
3
3
3
4

200
60
90
54
30
30
120
584

Total Cost
$1,414.00
$6,363.00
$923.40
$554.04
$307.80
$212.10
$848.40
$10,622.74

No. of
Unique
Visitors/M

CPM

1,180
$0.30
828
$0.13
150
$2.05
26
$7.10
0.1 $1,026.00
0.4 $176.75
249
$0.85
348 $173.31

Media Plan for Rock and Roll Hall of Fame and Museum
Prepared by K. Gates, Oct. 14, 2012

Google Keyword-based Search Buys

Google Keyword-Based Ads
Vacation Spots
Rock and Roll
Music
Hall of Fame
Classic Rock
Rock and Roll Hall of Fame and Museum
Google Totals/Avg

Cost Per Click

(CPC)
$6.09
$23.09
$2.48
$0
$0
$0
$10.55

Total Clicks
Per Month
2,500
600
2,000
3,000
300
3,000
11,400

Number of
Months

Total Clicks
4
3
4
4
4
4
23

10,000
1,800
8,000
12,000
1,200
12,000
45,000

Total Cost

CPM (CPC)

$60,900
$6,090
$41,562
$23,090
$19,840
$2,480
$0
$0
$0
$0
$0
$0
$122,302 $10,553.33

Media Plan for Rock and Roll Hall of Fame and Museum
Prepared by K. Gates, Oct. 14, 2012

Magazine Placements
Total
Campaign
Cost

Total
Circulation Pass-Along Audience
(000)
Estimate
(000)

Cost Per Ad

Ad Size

Ad Position

Number of
Insertions

Rolling Stone
Goldmine
Music Monthly
Billboard
Global Rhythm

$87, 110
$902.75
$949
$9,150
$6,340

1/2 Page
1 Page
1 Page
1 Page
1 Page

Inside
4th Cover
4th Cover
4th Cover
4th Cover

1
3
3
1
1

$87,110
$2,708.25
$2,847
$9,150
$6,340

1,462
9
35
29
75

9
3
4
4
5

13158
27
140
116
375

$6.62
$33.43
$6.78
$78.88
$16.91

Magazine Totals/Avg

$20,890.35

$108,155.25

1,610

13,816

$28.52

Magazine Name

CPM

Media Plan for Rock and Roll Hall of Fame and Museum
Prepared by K. Gates, Oct. 14, 2012

Television Placements

Program

Rating

Rating
(%)

TV HH in
Market

HH Viewing
Program

#/HH

Total
Cost Per
Viewers
Point
(000)
(CPP)

Cost Per
:30 Ad

No. of
Insertions

Total Cost

CPM
(Viewers)

Rock
Detrioit
Minneapolis
Boston
Rock Total/AVG

1.5
1.5
1.5

1.5%
1.5%
1.5%

1,938,320
1,678,430
2,372,030

29,074.80
25,176.45
35,580.45
89,831.70

2.5
2.5
2.5

73
6,294
8,895
15,262

$821
$1,109
$1,705
$1,212

$1,231.50
$1,663.50
$2,557.50
$1,817.50

4
4
4
12

$4,926
$6,654
$10,230
$21,810

$16.87
$0.26
$0.29
$5.81

The ABC's of Rock

Detrioit
Minneapolis
Boston
The ABCs of Rock Total/AVG

1.8
1.8
1.8

1.8%
1.8%
1.8%

1,938,320
1,678,430
2,372,030

34,889.76
30,211.74
42,696.54
107,798.04

2.5
2.5
2.5

872
7,553
1,067
9,492

$821
$1,109
$1,705
$1,212

$1,477.80
$1,996.20
$3,069
$2,181.00

5
4
4
13

$4,105
$4,436
$6,820
$15,361

$1.69
$0.26
$2.88
$1.61

Rock Countdown
Detrioit
Minneapolis
Boston
Rock Countdown Total/AVG

1.7
1.7
1.7

1.7%
1.7%
1.7%

1,938,320
1,678,430
2,372,030

32,951.44
28,533.31
40,324.51
101,809.26

2.5
2.5
2.5

824
7,133
1,008
8,965

$821
$1,109
$1,705
$1,212

$1,395.70
$1,885.30
$2,898.50
$2,059.83

5
4
3
12

$6,978.50
$7,541.20
$8,695.50
$23,215.20

$1.69
$0.26
$2.88
$1.61

33,719

$1,212

$2,019.44

37

$60,386.20

$3.01

All TV Totals/AVG

299,439.00

Media Plan for Rock and Roll Hall of Fame and Museum
Prepared by K. Gates, Oct. 14, 2012

Radio Placements

Program
Detroit-WCSX
Detroit-WCSX
Detroit-WCSX Summary
Detroit-WQUS
Detroit-WQUS Summary
Minneapolis-KQRS
Minneapolis-KQRS Summary
Minneapolis-KQQL
Minneapolis-KQQL Summary
Boston-WZLX
Boston-WZLX Summary

All Radio Totals/AVG

Format

Rating Persons 12+ in

Daypart Rating
(%)
Market

Classic Rock
Classic Rock

PM
AM

Classic Hits

AM

Classic Rock

PM

Classic Hits

AM

Classic Rock

AM

3.9
3.9
3.9
3.8
3.8
6.9
6.9
6.4
6.4
5.4
5.4

5.28

3.9%
3.9%
3.9%
3.9%
3.9%
6.9%
6.9%
6.4%
6.4%
5.4%
5.4%

3,859,700
3,859,700
3,859,700
3,859,700
3,859,700
2,550,200
2,550,200
2,550,200
2,550,200
3,888,800
3,888,800

Listeners of
Station
150,528.30
150,528.30
301,056.60
150,528.30
150,528.30
175,963.80
175,963.80
175,963.80
175,963.80
209,995.20
209,995.20

1,013,507.70

Cost Per
Point
(CPP)
$
$
$
$
$
$
$
$
$
$
$

237
223
460
223
223
205
205
199
199
401
401

$298

Cost Per
:60 Ad

No. of
Insertions

$ 924.30
$ 869.70
$ 1,794.00
$ 869.70
$ 869.70
$ 1,414.50
$ 1,414.50
$ 1,273.60
$ 1,273.60
$ 2,165.40
$ 2,165.40

250
200
450
150
150
150
150
150
150
100
100

$1,503.44

1,000

Total Cost

CPM
(Listeners)

$ 23,107.50 $
$
173,940 $
$ 197,047.50 $
$
130,455 $
$
130,455 $
$
212,175 $
$
212,175 $
$
191,040 $
$
191,040 $
$
216,540 $
$
216,540 $

$947,257.50

6.14
5.78
11.92
5.78
5.78
8.04
8.04
7.24
7.24
10.31
10.31

$8.66

Media Plan for Rock and Roll Hall of Fame and Museum
Prepared by K. Gates, Oct. 14, 2012

Newspaper Placements

Publication Name
Detroit Free Press
Star Tribune-Minneapolis
Boston Globe
Boston Herald
Metro Boston

Newspaper Totals/AVG

Day of
Week
Thursday
Sunday
Sunday
Sunday
Thursday

Section
Entertainment
Entertainment
Entertainment
Entertainment
Entertainment

Ad Size Cost/ Col.

(Col.in.)
Inch
2.5
10
16
4.93
1.6

7.01

$500
$135.96
$386.60
$1,500

$630.64

Cost Per
Ad

Number of
Circulation
Insertions Total Cost
(000)

$2,515
$5,000
$2,175.36
$1,905.94
$3,000

$2,919.26

2
1
2
2
1

$5,030
$5,000
$4,350.72
$3,811.88
$3,000

$21,192.60

PassAlong
Estimate

291
498
467
95
162

1,513

2
3
3
2
2

Total
Audience
(000)
582
1,494
1,401
190
324

3,991

CPM
$4.32
$3.35
$1.55
$10.03
$9.26

$5.70

Media Plan for Rock and Roll Hall of Fame and Museum
Prepared by K. Gates, Oct. 14, 2012

Campaign Schedule

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Week 4

Week 3

Week 3

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Week 2

Week 2

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Week 1

Week 1

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Week 4

Week 4

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Week 3

Week 3

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Week 2

Week 2

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October

Week 1

Week 1

Television
Rock
The ABCs of Rock
Rock Countdown
Radio
Detroit-WCSX
Detroit-WQUS
Minneapolis-KQRS
Minneapolis-KQQL
Boston-WZLX
Magazines
Rolling Stone
Goldmine
Music Monthly
Billboard
Global Rhythm
Newspapers
Detroit Free Press
Star Tribune-Minneapolis
Boston Globe
Boston Herald
Metro Boston
Internet
Rollingstone.com/Music
allmusic.com
antimusic.com
classicrockmagazine.com
realrocknews.com
soulofrocknroll.com
ultimateclassicrock.com

September
Week 4

August

July