Media Plan for Whole Foods

Prepared by Matt Meier 2/24/2012

Media Buy Overview

Media Vehicle

No. of
Insertion
s

Total
Cost

CPM

$
186,120
$
223,344
$
409,464

$
666.37
$
666.37
$
666.37

$
77,330
$
95,550
$
205,200
$
378,080

$
503.55
$
358.64
$
483.58
$
448.59

$
5.81
$
5.93
$
5.87

$
10.08

Television
Are You Fitter Than A Senior?

180

Oprah's Lifeclass

180

TOTAL/AVG TV

360

Radio
Washingon, D.C. - WPGC FM

50

Chicago - WBBM FM

50

Los Angeles - KPWR FM

50

ALL RADIO TOTALS/AVG

150

Magazines
Weight Watchers

Health Monitor

TOTAL/AVG MAGAZINES

$
120,580
$
267,120
$
387,700

$
102,432

Newspapers
The Washington Post

Chicago Sun-Times

16

Los Angeles Times

TOTAL/AVG NEWSPAPERS

32

$
218,064
$
144,672
$
465,168

$
17.79
$
12.51
$
13.46

Internet
EatingWell.com

800

Health.com

896

MensHealth.com

1,200

WomensHealth.com

1,200

WeightWatchers.com

1,200

HealthMonitor.com

800

Health.Discovery.com

800

Health.Yahoo.net
WashingtonPost.com/Lifestyle/Welln
ess

800

LATimes.com/health

800

SunTimes.com/Lifestyles/Health

800

WebMD.com

1,600

CNN.com/Health

1,800

ABCnews.go.com/health

1,800

USAtoday.com/health

1,600

BANNERS TOTAL

16,896

800

$
8,152
$
10,190
$
12,228
$
12,228
$
18,342
$
8,152
$
8,152
$
12,228
$
8,152
$
8,152
$
8,152
$
16,304
$
18,342
$
18,342
$
16,304
$
183,420

n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a

Google Search, AdWords

TOTAL/AVG

64,000

$
83,520

$
1,241.00

550

$
1,907,352

$
283.57

* Does not include Internet banners or Google keyword figures.

Magazine Placements

Health Monitor

Cost Per
Ad
$
30,145
$
66,780

MAGAZINES TOTAL/AVG

$
96,925

Magazine Name
Weight Watchers

Newspaper Placements

Ad Size
1/3 page
Color
1/2 page
Color

Ad
Position
inside
inside

Number
of
Insertio
ns

Total
campaign
cost
$
4 120,580
$
4 267,120
$
8 387,700

Circulati
on (000)

Passalong
estimat
e

Total
Audienc
e (000)

3,751

3 11,253

CP
M
$
5.81
$
5.93

4,400

5.5 16,445

$
5.87

649

8 5,192

Day of
Week

Sectio
n

The Washington Post

Tuesday

Health

Chicago Sun-Times

Tuesday

Health

Los Angeles Times

Monday

Health

Publication Name

Ad
Size
(col.in)

Cost/
Col.
Inch
$
22 582
$
33 413
$
22 822

$
25.67 606

NEWSPAPER TOTAL/AVG

Cost Per
Ad
$
12,804
$
13,629
$
18,084
$
14,839

Number
of
insertion
s

Total Cost
$
8 102,432
$
16 218,064
$
8 144,672
$
32 465,168

Circulati
on (000)

Passalong
estimate

Total
Audien
ce (000)

635

2 1,270

383

2 766

723

2 1,446

CPM
$
10.08
$
17.79
$
12.51

2 3,482

$
13.46

1,741

Radio Placements

Program
Washington, D.C. - WPGC-FM
Chicago - WBBM-FM
Los Angeles - KPWR-FM

ALL RADIO TOTALS/AVG

TV Placements

Format
Rhythmic
Contemporary
Rhythmic
Contemporary
Rhythmic
Contemporary

PM

3.8

3.8% 4,041,300

153,569

PM

3.5

3.5% 7,612,100

266,424

PM

4.0% 10,609,200

424,368

Cost
per
point
(CPP)
$
407
$
546
$
1,026

3.8%

844,361

$
660

Daypa
rt

Rating

Rating
(%)

Persons 12+
in Market

Listeners
of station

Cost
per :60
ad
$
1,547
$
1,911
$
4,104
$
2,521

No. of
insertion
s

Total
Cost

$
50 77,330
$
50 95,550
$
50 205,200
$
150 378,080

CPM
(Listener
s)
$
503.55
$
358.64
$
483.54
$
448.58

Program
Are You Fitter Than A Senior?

Rating

Rating
(%)

TV HH
in
Market

HH
viewing
program

#/HH

Total
Viewer
s (000)

Cost
per
point
(CPP)

Cost
per :30
ad

No. of
insertio
ns

Total Cost

Washington, D.C.

1.0%

2,345,50
0 23,455

Chicago

1.0%

3,517,40
0 35,174

2.5

$
88 756

Los Angeles

1.0%

5,219,40
0 52,194

2.5

$
130 1,628

$
1,628

$
60 97,680

$
277 1,034

$
1,034

$
180 186,120

Are You Fitter Than A Senior?

Total/Avg

2.5

$
59 718

$
718

$
60 43,080

$
756

$
60 45,360

110,823

CPM
(View
ers)
$
734.6
8
$
515.8
4
$
748.5
9
$
666.3
7

Oprah's Lifeclass
Washington, D.C.

1.2

1.2%

2,345,50
0 28,146

2.5

$
106 756

2.5

$
157 1,628

$
1,954

$
60 117,216

132,988

$
332 1,034

$
1,241

$
180 223,344

$
734.6
8
$
515.8
4
$
748.5
9
$
666.3
7

243,811

$
610 1,034

$
1,137

$
360 409,464

$
666.3
7

Chicago

1.2

1.2%

3,517,40
0 42,209

Los Angeles

1.2

1.2%

5,219,40
0 62,633

Oprah's Lifeclass Total/Avg

ALL TV TOTALS/AVG

2.5

$
70 718

$
862

$
60 51,696

$
907

$
60 54,432

Internet Placements

Web Sites
EatingWell.com
Health.com
MensHealth.com
WomensHealth.com
WeightWatchers.com
HealthMonitor.com
Health.Discovery.com
Health.Yahoo.net
WashingtonPost.com/Lifestyle/Wellnes
s
LATimes.com/Health
SunTimes.com/Lifestyles/Health
WebMD.com
CNN.com/Health
ABCnews.go.com/Health
USAtoday.com/Health

cost/1,00
0
impressio
ns
$
10.19
$
10.19
$
10.19
$
10.19
$
10.19
$
10.19
$
10.19
$
10.19
$
10.19
$
10.19
$
10.19
$
10.19
$
10.19
$
10.19
$
10.19

total
impressions/mo
nth (000)
200
250
300
300
450
200
200
300
200
200
200
400
450
450
400

total cost
/ month
$
2,038
$
2,548
$
3,057
$
3,057
$
4,586
$
2,038
$
2,038
$
3,057
$
2,038
$
2,038
$
2,038
$
4,076
$
4,586
$
4,586
$
4,076

Total No.
of
impression
s (000)

No. of
months
4

800
1
,000
1
,200
1
,200
1
,800

800

800

800

800

800

800

4
4
4

4 1,600
4 1,800
4 1,800
4 1,600

Total cost
$
8,152
$
10,190
$
12,228
$
12,228
$
18,342
$
8,152
$
8,152
$
12,228
$
8,152
$
8,152
$
8,152
$
16,304
$
18,342
$
18,342
$
16,304

$
45,855

BANNERS TOTAL

17,600

Search Placements

natural food stores

Cost
per
Click
(CPC)
$
1.79
$
1.32
$
1.32
$
1.13
$
1.20
$
1.06
$
1.10
$
1.51
$
0.74

GOOGLE TOTALS/AVG

$
1.24

Google Keyword-based ads

living healthy
eating healthy
health foods
how to live healthy
healthy living habits
eating healthy food
health food products
ways to eat healthy

Total
Clicks
per
Month

Number of
Months

Total
Clicks

2,000

4 8,000

5,000

4 20,000

3,000

4 12,000

1,000

4 4,000

1,000

4 4,000

1,000

4 4,000

1,000

4 4,000

1,000

4 4,000

1,000

4 4,000

16,000

64,000

Total
Cost
$
14,320
$
26,400
$
15,840
$
4,520
$
4,800
$
4,240
$
4,400
$
6,040
$
2,960

CPM
(CPC)
$
1,790
$
1,320
$
1,320
$
1,130
$
1,200
$
1,060
$
1,100
$
1,510
$
740

$
83,520

$
1,241

$
183,420

Campaign Schedule

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x

Newspapers
The Washington Post
Chicago Sun-Times
Los Angeles Times
Internet
EatingWell.com
Health.com
MensHealth.com
WomensHealth.com
WeightWatchers.com
HealthMonitor.com
Health.Discovery.com
Health.Yahoo.net
WashingtonPost.com/Lifestyle/Welln

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x

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Week 4

Week 2

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x

Week 3

Week 1

Week 2

Week 4

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x

Week 1

Week 3
x
x

Week 4

Week 2
x
x

June
Week 3

Week 1
x
x

x
x

Radio
Washington, D.C. - WPGC-FM
Chicago - WBBM-FM
Los Angeles - KPWR-FM
Magazines
Weight Watchers
Health Monitor

May

Week 4

x
x

April
Week 3

Week 2

Television
Are You Fitter Than A Senior?
Oprah's Lifeclass

Week 1

March

x
x

x
x
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x

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ess
LATimes.com/health
SunTimes.com/Lifestyles/Health
WebMD.com
CNN.com/Health
ABCnews.go.com/health
USAtoday.com/health

x
x
x
x

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x

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