Media Plan for Bass Pro Shops

Prepared by H.Hartzler, Oct. 14, 2013

Media Buy Overview

Media Vehicle
Television
Hunting the Country
Ultimate Hunting
TOTAL/AVG TV

No. of Insertions

Total Cost

CPM

95
80
175

$
$
$

Radio
Nashville- WSIX-FM
Denver -KYGO-FM
Harrisburg-WRBT-FM
Nashville- WKDF-FM
Harrisburg-WZCY-FM
Denver -KWOF-FM
ALL RADIO TOTALS/AVG

600
550
410
500
500
400
2,960

$
$
$
$
$
$
$

Magazines
American Hunter
American Rifleman
TOTAL/AVG MAGAZINES

2
3
5

$
$
$

4
4
4
12

$
$
$
$

65,875.20
18,864.80
5,291.20
90,031.20

$
$
$
$

15.65
14.92
4.72
17.65

12,056.00
10,960.00
12,056.00
10,960.00
10,960.00
12,056.00
10,960.00
12,056.00
10,960.00
12,056.00
10,960.00
12,056.00
138,096.00

$
$
$
$
$
$
$
$
$
$
$
$
$

6.94
52.69
27.40
8.95
10.79
125.58
37.03
35.88
21.75
86.11
85.63
41.86
45.05

Newspapers
The Denver Post
The Tennessean Gannett
The Patriot News
TOTAL/AVG NEWSPAPERS

20,805.00 $
16,310.00 $
37,115.00 $
383,520.00
559,680.00
51,660.00
192,700.00
25,000.00
195,040.00
1,407,600.00

5.38
5.38
5.38

$
$
$
$
$
$
$

8.67
9.86
3.65
8.67
3.65
9.86
7.39

123,570.00 $
161,145.00 $
284,715.00 $

13.58
6.71
10.15

Internet
fieldandstream.com
bowhunting.com
huntingnet.com
outdoorlife.com
archerytalk.com
huntingpa.com
qdma.com
deeranddeerhunting.com
bowsite.com
bowhuntingmag.com
whitetailproperties.com
buckmasters.com
BANNERS TOTAL/AVG

2,200
2,000
2,200
2,000
2,000
2,200
2,000
2,200
2,000
2,200
2,000
2,200
25,200

$
$
$
$
$
$
$
$
$
$
$
$
$

Google Search, AdWords

8,400

8,518.00 $

805.71

TOTAL/AVG

6,125

1,966,075.20 $

148.56

Media Plan for Bass Pro Shops

Prepared by H. Hartzler, Oct. 14, 2013

Magazine Placements

Magazine Name
American Hunter
American Rifleman

$
$

Magazine Totals/AVG

Cost Per Ad
61,785
53,715

Ad Size
1 page
1 page

Ad
Position
4th Cover
3rd Cover

57,750
(avg)

Magazines Considered But Not Used

American Handgunner
8,682

Number of
Insertions
2
3

Total
Campaign
Cost
$
123,570
$
161,145

5
$
(total)

1 page

2nd cover

Total
Circulation Pass-Along Audience
(000)
Estimate
(000)
CPM
910
5
4,550 $ 13.58
1,334
6
8,004 $ 6.71

284,715
(total)

2,244
(total)

$ 17,364.00

115

5.5
(avg)

12,554 $ 10.15
(total)
(avg)

230 $ 37.75

Media Plan for Bass Pro Shops

Prepared by H.Hartzler, Oct. 14, 2013

Newspaper Placements

Publication Name
The Denver Post
The Tennessean Gannett
The Patriot News

Newspaper Totals/AVG

Day of
Week
Section
Sunday
Travel
Thursday All the Rage
Sunday
Travel

Number
Cost/Col. Cost Per
of
Ad Size
Inch
Ad.
Insetions
20
823.44 $ 16,469
4
20
235.81 $ 4,716
4
20
66.14 $ 1,323
4

20
(avg)

375 $ 11,254
(avg)
(avg)

Total Cost
$ 65,875
$ 18,865
$ 5,291

Circulation(
000)
526
158
140

Pass
Along
Estimate
2
2
2

12 $ 90,031
(total)
(total)

824
(total)

2
(avg)

Total
Audience
(000)
1052
316
280

1648
(total)

CPM
$ 15.65
$ 14.92
$ 4.72

$ 17.65
(avg)

Media Plan for Bass Pro Shops

Prepared by H. Hartzler, Oct. 14, 2013

Radio Placements

Program

Format

Nashville- WSIXFM
Country
Denver -KYGOFM
Country
HarrisburgWRBT-FM
Country
NashvilleWKDF-FM
Country
HarrisburgWZCY-FM
Country
Denver -KWOFFM
Country
All Radio Totals/AVG

Daypart

Rating

Rating Persons 12+ Listeners

Cost per
(%)
in Market of station point (CPP)

Cost per
:60 ad

No. of
Insertions

Total Cost

CPM
(listeners)

AM

6.8

6.8%

1,084,700

73,760 $

94 $

639

600 $

383,520 $

8.67

AM

4.8

4.8%

2,150,300

103,214 $

212 $

1,018

550 $

559,680 $

9.86

PM

6.3

6.3%

547,500

34,493 $

20 $

126

410 $

51,660 $

3.65

AM

4.1

4.1%

1,084,700

44,473 $

94 $

385

500 $

192,700 $

8.67

PM

2.5

2.5%

547,500

13,688 $

20 $

50

500 $

25,000 $

3.65

AM

2.3

2.3%

2,150,300

49,457 $

212 $

488

400 $

195,040 $

9.86

319,084 $
(total)

109 $
(avg)

451
(avg)

2,960 $ 1,407,600 $
(total)
(total)

7.39
(avg)

4.5
(avg)

Media Plan for Bass Pro Shops

Prepared by H. Hartzler, Oct. 14, 2013

TV Placements

Programs
Hunting the Country
Denver
Nashville
Harrisburg
Total/AVG
Ultimate Hunting
Denver
Nashville
Harrisburg
Total/AVG
All TV Totals/AVG

look at cable ratings

Rating

TV HH in HH viewing
Rating (%) Market
program

#/HH

Total
Viewers
(000)

Cost per
Point
(CPP)

Cost per
:30 ad

No. of
Insertions Total Cost

1.5
1.5
1.5

1.5%
1.5%
1.5%

1,516,100
981,100
742,700

22,742
14,717
11,141
48,599

2.5
2.5
2.5

57
37
28
121

$
$
$
$

230
110
104
148

$
$
$
$

345
165
156
222

30
35
30
95

$
$
$
$

10,350
5,775
4,680
20,805

1.4
1.4
1.4

1.4%
1.4%
1.4%

1,516,100
981,100
742,700

21,225
13,735
10,398
45,359

2.5
2.5
2.5

53
34
26
113

$
$
$
$

230
110
104
148

$
$
$
$

322
154
146
207

25
30
25
80

$
$
$
$

8,050
4,620
3,640
16,310

148 $
(avg)

215
(avg)

93,957
(total)

235 $
(total)

175
$ 37,115
(total)
(total)

CPM
(Viewers)
$
$
$
$

6.07
4.48
5.60
5.38

$
$
$
$

6.07
4.48
5.60
5.38

5.38
(avg)

Media Plan for Bass Pro Shops

Prepared by H. Hartzler, Oct. 14, 2013

Internet Placements

Web Sites
fieldandstream.com
bowhunting.com
huntingnet.com
outdoorlife.com
archerytalk.com
huntingpa.com
qdma.com
deeranddeerhunting.com
bowsite.com
bowhuntingmag.com
whitetailproperties.com
buckmasters.com
BANNERS TOTAL/AVG

Total
Cost/1,000 Impressions/
Impressions Month (000)
$
5.48
550
$
5.48
500
$
5.48
550
$
5.48
500
$
5.48
500
$
5.48
550
$
5.48
500
$
5.48
550
$
5.48
500
$
5.48
550
$
5.48
500
$
5.48
550

tTotal
Cost/Month
$
3,014
$
2,740
$
3,014
$
2,740
$
2,740
$
3,014
$
2,740
$
3,014
$
2,740
$
3,014
$
2,740
$
3,014
$

34,524
(total)

No. of
Months
4
4
4
4
4
4
4
4
4
4
4
4

Total no. of
Impressions
(000)
2200
2000
2200
2000
2000
2200
2000
2200
2000
2200
2000
2200

Total Cost
$ 12,056
$ 10,960
$ 12,056
$ 10,960
$ 10,960
$ 12,056
$ 10,960
$ 12,056
$ 10,960
$ 12,056
$ 10,960
$ 12,056

25,200 $ 138,096
(total)
(total)

No. of Unique
Visitors/ Month
(000)
434
52
110
306
254
24
74
84
126
35
32
72

$
$
$
$
$
$
$
$
$
$
$
$

CPM
6.94
52.69
27.40
8.95
10.79
125.58
37.03
35.88
21.75
86.11
85.63
41.86

134 $ 45.05
(avg)
(avg)

Media Plan for Bass Pro Shops

Prepared by H. Hartzler, Oct. 14, 2013

Google Placements

Google Keyword-based ads

Hunting Clothing
Hunting Gear
Hunting Boots
Tree Stands
Wild Game Camera
Turkey Calls

Cost per
Click (CPC)
$
1.16
$
0.93
$
1.13
$
0.79
$
0.59
$
1.04

Google Totals/AVG

0.95
(avg)

Total Clicks Number of

per Month
Months
600
4
450
4
450
4
400
2
300
2
500
2

2,700
(total)

Total Clicks
2,400
1,800
1,800
800
600
1,000

$
$
$
$
$
$

Total Cost
2,784
1,674
2,034
632
354
1,040

8,400 $
(total)

$
$
$
$
$
$

CPM (CPC)
1,160
930
1,130
790
590
1,040

8,518 $
(total)

805.71
(avg)

Media Plan for Bass Pro Shops

Prepared by H. Hartzler, Oct. 14, 2013

Television
Hunting the Country
Ultimate Hunting
Radio
Nashville- WSIX-FM
Denver -KYGO-FM
Harrisburg-WRBT-FM
Nashville- WKDF-FM
Harrisburg-WZCY-FM
Denver -KWOF-FM
Magazines
American Hunter
American Rifleman
Newspapers
The Denver Post
The Tennessean Gannett
The Patriot News
Internet
fieldandstream.com
bowhunting.com
huntingnet.com
outdoorlife.com
archerytalk.com
huntingpa.com
qdma.com
deeranddeerhunting.com
bowsite.com
bowhuntingmag.com
whitetailproperties.com
buckmasters.com

X
X

X
X
X

X
X

X
X

X
X
X
X
X
X

X
X

X
X
X
X
X
X

X
X

X
X

X
X
X
X
X
X

Week 2

Week 1

Week 4

November
Week 3

Week 1

Week 4

October

Week 3

Week 2

Week 1

September

Week 2

Campaign Schedule

X
X

X
X
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X
X

X
X

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X

X
X
X

X
X

X
X
X
X
X
X

X
X

Week 4

Week 3

Week 2

Week 1

Week 4

December

Week 3

November

X
X
X
X
X
X

X
X
X

X
X

X
X
X
X

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X

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X

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