Media Plan for Bass Pro Shops Prepared

by Jake Mlnarik November 15th 2013

Media Buy Overview

Media Vehicle
Television
Timmy Horton Outdoors
Hookin' Up With Mariko Izumi
Kayak Bassin' TV
Big Bass Battle

Insertions

Total Cost

CPM

650
475
525
525

$
$
$
$

285,540
225,418
229,103
229,103

$
$
$
$

7.01
7.02
7.02
7.02

2175

969,163

7.02

Radio
WUSN--FM Chicago
WSIX-- FM Nashville
KTTS-- FM Springfield

150
100
125

$
$
$

357,750 $
48,510 $
48,938 $

6.74
6.14
8.25

Total/AVG:

455,198

7.04

78,315 $
56,860 $
13,700 $

15.36
18.65
28.54

Total/AVG:

375

Magazines
Noth American Fisherman
In-Fisherman
Shallow Water Angler

3
4
2

$
$
$

Total/AVG:

148,875

20.85

Newspapers
Springfield News Leader
The Tennessean
Chicago Sun Times

16
13
15

$
$
$

40,918 $
94,099 $
134,100 $

15.50
8.15
7.04

Total/AVG:

44

269,117

10.23

2000
1200
400
400
2000
2000
4000
400
4000
400
400

$
$
$
$
$
$
$
$
$
$
$

10,960
6,576
2,192
2,192
10,960
10,960
21,920
2,192
21,920
2,192
2,192

$
$
$
$
$
$
$
$
$
$
$

11.62
9.22
17.29
17.71
70.38
45.61
4.74
8.67
1.53
20.13
25.21

94,256

21.55

Internet
Takemefishing.org
Bassmaster.com
Ultimatebass.com
Tackletour.com
Worldfishingnetwork.com/gear
Bassresource.com/tackle-reviews
Consumersearch.com/fishing-rods
Tackledirect.com
Reddit.com/r/fishing
Bigfishtackle.com
Onthewater.com/fishing-forecast
TOTAL/AVG:
Google Keywords
TOTAL/AVG

17,200

258,720

$59,561.40

$444.44

Global
TOTAL/AVG

2603 *

$ 1,996,169.36

11.29 *

* Does not include insertions/impressions from Google keywords or internet banner ads.

Media Plan for Bass Pro Shops

Prepared by Jake Mlnarik
November 15th 2013
Magazine Placements
Magazine Name
Noth American Fisherman
In-Fisherman
Shallow Water Angler

Cost Per Ad
Ad Size
$
26,105 page
$
14,215 page
$
6,850.00 page

Magazine Totals/ Avg

15,723.33

Ad Position
4th cover
inside
4th cover

Insertions
3
4
2

Total Campaign
Cost
$
78,315
$
56,860
$
13,700

148,875

Circulation
(000)
425
254
80

759

Pass-along
Estimate

Total Audience
(000)
CPM
4
1700 $ 15.36
3
762 $ 18.65
3
240 $ 28.54

2702

$ 20.85

Media Plan for Bass Pro Shops

Prepared by Jake Mlnarik
November 15th 2013
Newspaper Placements

Publication Name
Springfield News Leader

Day of
Week
Thursday

The Tennessean

Sunday

Chicago Sun Times

Sunday

Newspaper Totals/ AVG

Section
Outdoors
Travel,
Sports,
Outdoors,
Travel

Ad Size
Cost /
(col.in.) Col. Inch Cost Per Ad
26 $
98 $
2,557

22

Circulation Pass-Along
Insertions
Total Cost
(000)
Estimate
16 $
40,918
55
3

Total
Audience
(000)
CPM
165 $ 15.50

20 $

362 $

7,238

13 $

94,099

222

888 $

8.15

20 $

447 $

8,940

15 $

134,100

254

1270 $

7.04

269,117

$ 302.43

6,245

44

531

2323

$ 10.23

Media Plan for Bass Pro Shops

Prepared by Jake Mlnarik
November 15th 2013
Radio Placements
Program
WUSN--FM Chicago
WSIX-- FM Nashville
KTTS-- FM Springfield

Radio Totals / AVG

Format
Country
Country
Country

Daypart
AM
AM
AM

Rating
Rating (%)
4.5
4.5%
6.3
6.3%
14.5
14.5%

8.4

Persons 12+ in
Market
7,862,200
1,254,700
327,300

Listeners of
Station
353,799
79,046
47,459

480,304

Cost Per
Cost Per :60
Point (CPP)
Ad
Insertions Total Cost
CPM
$ 530.00 $
2,385.00
150 $ 357,750 $ 6.74
$
77.00 $
485.10
100 $ 48,510 $ 6.14
$
27.00 $
391.50
125 $ 48,938 $ 8.25

211.33

1,087.20

375 $ 455,198

7.04

Media Plan for Bass Pro Shops Prepared

by Jake Mlnarik November 15th 2013
Television Placements

Program
Timmy Horton Outdoors
Chicago
Nashville
Springfield
Timmy Horton Outdoors AVG/TOTAL

Rating

Rating (%)

TV HH in
Market

HH Viewing
Program

#/HH

Total Viewers Cost Per Point

(000)
(CPP)

Cost Per :30

Ad

Insertions

Total Cost

CPM

1.2
1.2
1.2

1.2%
1.2%
1.2%

3,469,110
966,170
410,930

41,629
11,594
4,931
58,155

2.5
2.5
2.5

104
29
12
145

$
$
$
$

795
129
67
330

$
$
$
$

954
155
80
396

250
200
200
650

$
$
$
$

238,500
30,960
16,080
285,540

$
$
$
$

9.17
5.34
6.52
7.01

Hookin' Up With Mariko Izumi

Chicago
Nashville
Springfield
Hookin' Up With Mariko Izumi AVG/TOTAL

1.1
1.1
1.1

1.1%
1.1%
1.1%

3,469,110
966,170
410,930

38,160
10,628
4,520
53,308

2.5
2.5
2.5

95 $
27 $
11 $
133

795
129
67
330

$
$
$
$

875
142
74
363

225
150
100
475

$
$
$
$

196,763
21,285
7,370
225,418

$
$
$
$

9.21
5.34
6.52
7.02

Kayak Bassin' TV
Chicago
Nashville
Springfield
Kayak Bassin' TV AVG/TOTAL

1.1
1.1
1.1

1.1%
1.1%
1.1%

3,469,110
966,170
410,930

38,160
10,628
4,520
53,308

2.5
2.5
2.5

95
27
11
133

$
$
$
$

795
129
67
330

$
$
$
$

875
142
74
363

225
150
150
525

$
$
$
$

196,763
21,285
11,055
229,103

$
$
$
$

9.21
5.34
6.52
7.02

Big Bass Battle

Chicago
Nashville
Springfield
Big Bass Battle AVG/TOTAL

1.1
1.1
1.1

1.1%
1.1%
1.1%

3,469,110
966,170
410,930

38,160
10,628
4,520
53,308

2.5
2.5
2.5

95
27
11
133

$
$
$
$

795
129
67
330

$
$
$
$

875
142
74
363

225
150
150
525

$
$
$
$

196,763
21,285
11,055
229,103

$
$
$
$

9.21
5.34
6.52
7.02

969,163

7.02

TV Totals / AVG

4,846,210

164,771

412

2175

Media Plan for Bass Pro Shops

Prepared by Jake Mlnarik November
15th 2013
Internet Placements

Web Sites
Takemefishing.org
Bassmaster.com
Ultimatebass.com
Tackletour.com
Worldfishingnetwork.com/gear
Bassresource.com/tackle-reviews
Consumersearch.com/fishing-rods
Tackledirect.com
Reddit.com/r/fishing
Bigfishtackle.com
Onthewater.com/fishing-forecast

Banner Total/AVG

$
$
$
$
$
$
$
$
$
$
$

Total
Cost/1,000
Impressions/m
Impressions
onth (000)
Total Cost/Month
5.48
500 $
2,740
5.48
300 $
1,644
5.48
100 $
548
5.48
100 $
548
5.48
500 $
2,740
5.48
500 $
2,740
5.48
1000 $
5,480
5.48
100 $
548
5.48
1000 $
5,480
5.48
100 $
548
5.48
100 $
548

23,564

No. of
Total No. of
Months Impressions (000)
Total Cost
4
2,000 $
10,960
4
1,200 $
6,576
4
400 $
2,192
4
400 $
2,192
4
2,000 $
10,960
4
2,000 $
10,960
4
4,000 $
21,920
4
400 $
2,192
4
4,000 $
21,920
4
400 $
2,192
4
400 $
2,192

17,200

94,256.00

No. of Unique
visitors/month
(000)
236
178
32
31
39
60
1156
63
3577
27
22

5420

$
$
$
$
$
$
$
$
$
$
$

CPM
11.62
9.22
17.29
17.71
70.38
45.61
4.74
8.67
1.53
20.13
25.21

$ 21.10

Media Plan for Bass Pro Shops

Prepared by Jake Mlnarik
November 15th 2013
Google Keyword-Search Buys
Google Keyword-Based Ads
cheap fishing gear
bass fishing gear
fishing shop
fishing lures
fly fishing flies
fishing shop online
fishing bait
bait and tackle
fishing line
fishing gear
Shimano reels
Shimano fishing
Shimano rods
abu garcia reels
abu garcia rods
Zebco
freshwater fishing
fishing reel repair

Cost per Click

(CPC)
$
0.53
$
0.46
$
0.43
$
0.51
$
0.79
$
0.40
$
0.48
$
0.18
$
0.51
$
0.56
$
0.29
$
0.47
$
0.32
$
0.37
$
0.34
$
0.29
$
0.72
$
0.35

Google Totals/ AVG

0.44

Total Clicks per

Month
2,400
390
4,400
14,800
4,400
590
5,400
5,400
12,100
14,800
33,100
18,100
5,400
6,600
1,600
9,900
1,300
880

141,560

Number of Months
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4

Total Clicks
9,600
1,560
17,600
59,200
17,600
2,360
21,600
21,600
48,400
59,200
132,400
72,400
21,600
26,400
6,400
39,600
5,200
3,520

Total Cost
$1,272.00
$179.40
$1,892.00
$7,548.00
$3,476.00
$236.00
$2,592.00
$972.00
$6,171.00
$8,288.00
$9,599.00
$8,507.00
$1,728.00
$2,442.00
$544.00
$2,871.00
$936.00
$308.00

258,720 $59,561.40

CPM (CPC)
$530.00
$460.00
$430.00
$510.00
$790.00
$400.00
$480.00
$180.00
$510.00
$560.00
$290.00
$470.00
$320.00
$370.00
$340.00
$290.00
$720.00
$350.00

$444.44

Media Plan for Bass Pro Shops

Prepared by Jake Mlnarik November
15th 2013
Campain Schedule
Television
Timmy Horton Outdoors
Hookin' Up With Mariko Izumi
Kayak Bassin' TV
Big Bass Battle
Radio
WUSN--FM
WSIX-- FM
KTTS-- FM
Magazines
Noth American Fisherman
In-Fisherman
Shallow Water Angler
Newspapers
Springfield News Leader
The Tennessean
Chicago Sun Times
Internet
Takemefishing.org
Bassmaster.com
Ultimatebass.com
Tackletour.com
Worldfishingnetwork.com/gear
Bassresource.com/tackle-reviews
Consumersearch.com/fishing-rods
Tackledirect.com
Reddit.com/r/fishing
Bigfishtackle.com
Onthewater.com/fishing-forecast
Google Adwords
(All Adwords)

Week 1

October
Week 2
Week 3

Week 4

Week 1

November
Week 2
Week 3

Week 4

Week 1

December
Week 2
Week 3

Week 4

Week 1

January
Week 2
Week 3

Week 4