Purchasing CablePurchasing CableKnow the lingoKnow the lingo

Footprint, Subscribers, Network Insertions, Footprint, Subscribers, Network Insertions, Diaries, Metered Markets, GRPs, HUTs, PUTs, Diaries, Metered Markets, GRPs, HUTs, PUTs,

Share Demo, ROS, Rotators, Fringe, Early Share Demo, ROS, Rotators, Fringe, Early Fringe, Prime, Late Night, Billboards, Bookends, Fringe, Prime, Late Night, Billboards, Bookends,

Separation, Make Goods, Lower Thirds, Separation, Make Goods, Lower Thirds, Interactive, On Demand, Mobile Texting & Interactive, On Demand, Mobile Texting &

Advertising, Sponsorship, Terms, Traffic, Spot Advertising, Sponsorship, Terms, Traffic, Spot Length, Frequency, Spot Buy, Bulk Buy,Length, Frequency, Spot Buy, Bulk Buy,

and much more and much more

CostCost

Every market is different.Every market is different.– Tucson, AZ cost per point (CPP) $125Tucson, AZ cost per point (CPP) $125– Midland/Odessa, TX $40 cppMidland/Odessa, TX $40 cpp

Find out cost by asking a couple local Find out cost by asking a couple local stations what the average CPP is. Also, stations what the average CPP is. Also, ask another business in town what is the ask another business in town what is the typical CPP they see from stations.typical CPP they see from stations.

Purchasing Purchasing Local vs. DMALocal vs. DMA

Local Purchase (no agency)Local Purchase (no agency)– Develop personal relationship with Account ExecutiveDevelop personal relationship with Account Executive– More Flexibility (not just spot buys. Billboards, sponsorship, lower thirds, trade, More Flexibility (not just spot buys. Billboards, sponsorship, lower thirds, trade,

fire sales)fire sales)– Time consumingTime consuming– Price is dependant on your negotiating skills and knowledge of tv trends. Pricing Price is dependant on your negotiating skills and knowledge of tv trends. Pricing

is usually based on ratings. Stations will always tell you the rating are going to is usually based on ratings. Stations will always tell you the rating are going to increase and want to charge more. Reality is dozens of shows get cancelled increase and want to charge more. Reality is dozens of shows get cancelled every year due to poor ratings and as shows go into multiple years of syndication every year due to poor ratings and as shows go into multiple years of syndication rating decline, with few exceptions.rating decline, with few exceptions.

DMA Purchase (through an agency)DMA Purchase (through an agency)– ExpertiseExpertise– Time saving for franchisee as agency synopsized the information for you and Time saving for franchisee as agency synopsized the information for you and

brings 1 or 2 recommendations to you. brings 1 or 2 recommendations to you. – Manage the traffic, make goods, program changes, and spot production or Manage the traffic, make goods, program changes, and spot production or

tagging.tagging.

What Channels to Buy?What Channels to Buy?

Identify your target audience – (demo)Identify your target audience – (demo)– Adults 18-34, Adults 18-49, Adults 25-54, Adults 55+, Adults 18-34, Adults 18-49, Adults 25-54, Adults 55+,

Women 18-34, Women 18-49, Women 25-54, Women 18-34, Women 18-49, Women 25-54, Women 55+, Men 18-34, Men 18-49, Men 25-54, Men Women 55+, Men 18-34, Men 18-49, Men 25-54, Men 55+, etc55+, etc

Ask Cable AE for Demographic RankerAsk Cable AE for Demographic Ranker– This will tell you which of the networks in your specific This will tell you which of the networks in your specific

market have the highest viewership in your demo.market have the highest viewership in your demo.

Example – Demo RankerExample – Demo Ranker

Example - Cable Network Example - Cable Network Ranker ChartRanker Chart

What time to run spots?What time to run spots?

Determine what you are trying to achieveDetermine what you are trying to achieve– General Brand / Product AwarenessGeneral Brand / Product Awareness– Specific Daypart ordering Specific Daypart ordering

If you are trying to building late night business, If you are trying to building late night business, then you need to advertise on late night. then you need to advertise on late night.

If you are opening at 10am for lunch, then late If you are opening at 10am for lunch, then late night or early morning spots are greatnight or early morning spots are great

If you are building dinner sales, then 3-7pm, If you are building dinner sales, then 3-7pm, decision point is a great time have spots run.decision point is a great time have spots run.

How may spots should run?How may spots should run?Spot, Rotators, BulkSpot, Rotators, Bulk

How much budget do you have?How much budget do you have?

Spot buying is the most expensive.Spot buying is the most expensive.– One :30 spot in College Football Saturday Night One :30 spot in College Football Saturday Night

$1200 on Fox Sports$1200 on Fox Sports

Rotators are less expensive, but program Rotators are less expensive, but program placement is not guaranteed. placement is not guaranteed. – Sat-Sun Early Fringe :30 Rotator on Fox Sports $95Sat-Sun Early Fringe :30 Rotator on Fox Sports $95– Sat –Sun ROS :30 spot on Fox Sports $60Sat –Sun ROS :30 spot on Fox Sports $60

How may spots should run?How may spots should run?Spot, Rotators, BulkSpot, Rotators, Bulk

BulkBulk– Bulk packages are not always available in a Bulk packages are not always available in a

market. market. – In Midland/Odessa, TX – 1500 spots on In Midland/Odessa, TX – 1500 spots on

SPEED - $1 per spotSPEED - $1 per spot

Scheduling spotsScheduling spots

You need a You need a frequencyfrequency of at least 3 to get your of at least 3 to get your message across. This is a combination of your message across. This is a combination of your tv, cable, radio, print, and auto dialers. tv, cable, radio, print, and auto dialers.

Do you want to own a couple days or have a Do you want to own a couple days or have a scatter shot approach?scatter shot approach?– Own early week – Mon, Tues & WedOwn early week – Mon, Tues & Wed

4 spots per day from 3-7pm. Total of 12 spots4 spots per day from 3-7pm. Total of 12 spotsOROR– Scatter the 12 spots throughout the week – Mon-Sat Scatter the 12 spots throughout the week – Mon-Sat

3-7pm. Get 2 spots per day. 3-7pm. Get 2 spots per day.

Who needs a TON of commercials on Cable ….. ….at a really great rate? YOU DO! Jan – Dec 2009 Midland/Andrews & Odessa markets18,000 :30 Commercial s (6a- 6a) annually $18,000. ($1.00 per commercial) (Approx $1500 / mo)

Annual contract required – Commercials run Monday – Sunday – Commercials run among the above

group of networks based on avails –Client may exclude 3 networks - Make goods default to target group –

All commercials are pre-emptable – Billing may vary month to month based on avails – No deviations from package

Cox Media.: Paula Savary ________ ___ __ Advertiser / Agent : Domino’s Pizza ____________________________Date:_______

Signature : _ Date:_______

All accounts are payable in Lubbock, Lubbock County, Texas. The above signed does hereby personally guarantee, unconditionally and irrevocably, prompt and full payment of any and all sums now or hereafter owed by said advertiser for advertising and related services performed at the request of said Advertiser whether said sums are now or will be due in the future. In the event Cox Media deems it necessary to place any amount due for collection, Advertiser and/or Guarantor agrees to pay all cost of collections, including reasonable attorneys fees whether suit be filed or not, past due interest at 1 1/2 percent per month, and court costs.

The Terms and Conditions set forth on the reverse side are incorporated on and made part of this Contract.

Suddenlink Media / Paula Savary * 4305 N. Garfield, suite 230 * Midland, Tx 79705 * (432) 570-8823, x19 * Fax (432) 570-8811

(Midland only)

CommercialsCommercials

Producing your own commercialProducing your own commercial– What production capabilities are available in your What production capabilities are available in your

market at local TV stations, production companies or market at local TV stations, production companies or cable company?cable company?

– What are the comparative costs. Cable is typically What are the comparative costs. Cable is typically cheaper, but leverage your relationships.cheaper, but leverage your relationships.

– Someone has to write the script, come up with Someone has to write the script, come up with graphics, and star in the spot.graphics, and star in the spot.

– You need national approval of locally produced spots.You need national approval of locally produced spots.– You have to do your own traffic.You have to do your own traffic.

CommercialsCommercials

Using National spots / TaggingUsing National spots / Tagging– Limited creative available.Limited creative available.– Limited pre-produced spot offersLimited pre-produced spot offers

Misc. TipsMisc. Tips

Ask about bulk packages, annual buy pricing, and sports packagesAsk about bulk packages, annual buy pricing, and sports packages

Negotiate by playing Cable against TV stations. Be willing to commit Negotiate by playing Cable against TV stations. Be willing to commit a percentage of your budget to cable for the lower rates.a percentage of your budget to cable for the lower rates.

If you own stores in multiple markets with the same cable company If you own stores in multiple markets with the same cable company (Cox, SuddenLink, Time Warner), leverage your media buys.(Cox, SuddenLink, Time Warner), leverage your media buys.– Use only one Account Executive – let them do the leg work and bring Use only one Account Executive – let them do the leg work and bring

you the information on the other markets. Your time is too precious to you the information on the other markets. Your time is too precious to deal with multiple AE’s. deal with multiple AE’s.

– If you are buying multiple markets with the same cable operator ask for If you are buying multiple markets with the same cable operator ask for discounts or better rates (don’t pay rate card rates).discounts or better rates (don’t pay rate card rates).

Radio Late NightRadio Late Night

Radio 2 x TuesdayRadio 2 x Tuesday

Sandwich Commercial for Cable (open (open hyperlink)hyperlink)