IKEA Media Plan

Prepared by K. Andersen 9 April 2014

Media Vehicle

Media Buy Overview

No. of
Insertions

Total Cost

CPM

Magazines
Metropolitan Home
Dwell
Dallas Home and Heritage
Better Homes and Gardens (New York, New
Jersey, Pennsylvania, Texas)
Magazines Totals/Averages:

4 $
4 $
4 $

140,800
59,400
11,316

$
$
$

20.76
20.50
14.43

4 $
16 $

626,800
838,316

$
$

37.55
23.31

Newspapers
Fort Worth Star-Telegram
Norristown Times Herald
New York Times- (NY Regional Edition)
Newspapers Totals/Averages:

8
12
4
24

$
$
$
$

35,183
4,986
54,432
94,601

$
$
$
$

7.58
15.03
6.56
9.72

Radio
WHTZ-FM (New York)
WIOQ-FM (Philidelphia)
KHKS-FM (Dallas)
Radio Totals/Averages:

208
208
208
624

$
$
$
$

466,315
151,757
80,371
698,443

$
$
$
$

2.24
0.73
0.39
1.12

Television
House Hunters Renovation
Renovation Realities
Sarah's House
Television Totals/Averages:

110
120
120
350

$
$
$
$

48,708
156,882
99,968
305,558

$
$
$
$

8.38
9.77
8.20
8.78

Internet
design-milk.com
realsimple.com/home-organizing
hgtv.com/decorating
bhg.com/...remodeling
thisoldhouse.com
diynetwork.com/decorating
dwell.com
freshome.com
houzz.com
housebeautiful.com
home-designing.com
Internet Totals/Averages:

150
210
210
150
180
180
150
150
150
150
150
1830

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

1,529
2,140
2,140
1,834
1,529
1,834
1,834
1,529
1,529
1,529
1,529
18,953

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

12.74
0.30
0.13
5.10
0.15
0.40
5.10
0.88
0.12
1.52
7.67
3.10

7,400

44,008

8.75

10,244

1,999,880

9.13

Google Search/ AdWords

Totals:

IKEA Media Plan

Prepared by K. Andersen 9 April 2014
Magazine Placements

Magazine Name
Metropolitan Home
Dwell
Dallas Home and Heritage
Better Homes and Gardens
(New York, New Jersey,
Pennsylvania, Texas)
Totals/Average

$35,200
$14,850
$2,829

Total
Ad
Number of
Campaign
Position Insertions
Cost
1/3 page inside
4
$140,800
1/3 page inside
4
$59,400
1/2 page inside
4
$11,316

$156,700

1/3 page

Cost Per
Ad

$ 209,579

Ad Size

inside

$626,800

16

$ 838,316

565
362
98

PassAlong
Estimate
3
2
2

Total
Audience
(000)
1695
724
196

$ 20.76
$ 20.50
$ 14.43

1,391

4173

$ 37.55

Circulation
(000)

2,416

2.5

6,789

CPM

$ 23.31

IKEA Media Plan

Prepared by K. Andersen 9 April 2014
Newspaper Placements

Publication Name
Fort Worth StarTelegram
Norristown Times
Herald
New York Times(NY Regional
Edition)
Newspaper
Totals/Averages

Day of
Week

Section

Sunday

Art

Welcome
Home
Saturday
Real
Estate
Thursday

House &
Home

Ad Size Cost/Co
No. of
Cost per Ad
(col.in.) l. Inch
Insertions
10

$ 440

10

$42

12

$1,134

11

$ 538 $

4,398

Total Cost

Circulation
(000)
290

35,183

12

4,986

14

54,432

1,038

PassAlong
Estimate
2
2

Total
Audience
(000)
580

28

CPM

7.58

$ 15.03

416

$ 13,608
6,140

4
24

2076
2

94,601

1,342

$ 6.56
2,683 $

9.72

IKEA Media Plan

Prepared by K. Andersen 9 April 2014
Radio Placements

Radio Station

WHTZ-FM
(New York)

WIOQ-FM
(Philidelphia)
KHKS-FM
(Dallas)
Totals/Avg.

Format
Pop
Contemporary
Hits
Pop
Contemporary
Hits
Pop
Contemporary
Hits

Daypart

Rating

Evening

4.7

Evening

Evening

3.8

2.1
3.5

Cost per
Point
(CPP)

Cost per
:60 ad

No. of
Insertions

Total Cost

CPM

720,980

477

$ 2,242

208

$ 466,315

$ 2.24

4,291,700

163,085

192

730

208

$ 151,757

$ 0.73

4,567,700

2,175,095

184

386

208

$ 80,371

$ 0.39

284 $ 1,119

624

$ 698,443

$ 1.12

Rating Persons 12+

(%)
in Market

4.7%

Listeners of
Station

15,340,000

3.8%

2.1%
3,059,160 $

IKEA Media Plan

Prepared by K. Andersen 9 April 2014
Television Placements

TV Program

Rating

Rating
%

House
Hunters
Renovation
Philadelphia
Dallas
New York

1.1
1.1
1.1

1.1%
1.1%
1.1%

TV HH in
Market

2,939,950
2,435,600
7,391,940

House Hunters
Renovation
Totals/Avg.

Renovation
Realities
Dallas
New York
Philadelphia

Sarah's House
Totals/Avg.

Totals/ Avgs

32,339
26,792
81,311

#/HH

2.5
2.5
2.5

59,131

1.1
1.1
1.1

1.1%
1.1%
1.1%

2,435,600
7,391,940
2,939,950

Renovation
Realities
Totals/Avg.

Sarah's House
Philadelphia
New York
Dallas

HH Viewing
Program

26,792
81,311
32,339

1.1%
1.1%
1.1%

2,939,950
7,391,940
2,435,600

32,339
81,311
26,792

Cost per
Point
(CPP)

Cost per
:30 ad

81 $ 501
67 $ 606
203 $ 1,771

$
551
$ 667
$ 1,948

148

2.5
2.5
2.5

26,792

1.1
1.1
1.1

Total
Viewers
(000)

959

67 $ 606
203 $ 1,771
81 $ 501
270

2.5
2.5
2.5

609

No. of
Insertions

110

$ 667
$ 1,948
$
551

959

$ 1,307

81 $ 501
203 $ 1,771
67 $ 606

$
551
$ 1,948
$ 667

120

Total Cost

CPM

40 $
40 $
30 $

22,044
26,664
58,443

$ 6.82
$ 9.95
$ 9.58

48,708

$ 8.38

40 $
40 $
40 $

26,664
77,924
22,044

$ 9.95
$ 9.58
$ 6.82

$ 156,882

$ 9.77

40 $
40 $
40 $

22,044
77,924
26,664

$ 6.82
$ 9.58
$ 9.95

113,651

284

959

$ 1,250

120

99,968

$ 8.20

199,573

702

959

$ 1,055

350

$ 305,558

$ 8.78

IKEA Media Plan

Prepared by K. Andersen 9 April 2014
Internet Placements

Web Site
design-milk.com
realsimple.com/homeorganizing
hgtv.com/decorating
dwell.com
bhg.com/...remodeling
diynetwork.com/decorat
ing
thisoldhouse.com
freshome.com
houzz.com
housebeautiful.com
home-designing.com
Totals/Avgs

Total
Cost/1,000
Total
Impressions/M
Impressions
cost/Month
onth (000)

No. of
Months

Total No. of
Impressions
(000)

No. of Unique
Total Cost visitors/Month
(000)

CPM

$10.19

50

$510

150 $

1,529

$10.19
$10.19
$10.19
$10.19

70
70
60
50

$713
$713
$611
$510

3
3
3
3

210
210
180
150

2,140
2,140
1,834
1,529

2,400
5,500
120
3,512

$
$
$
$

0.30
0.13
5.10
0.15

$10.19
$10.19
$10.19
$10.19
$10.19
$10.19

60
60
50
50
50
50

$611
$611
$510
$510
$510
$510
$6,318

3
3
3
3
3
3

180
180
150
150
150
150
1,860

$
1,834
$
917
$
1,529
$
1,529
$
1,529
$
1,529
$ 18,036

1,540
1,255
577
4,214
334
66
648

$
$
$
$
$
$
$

0.40
0.49
0.88
0.12
1.52
7.67
2.76

$
$
$
$

40 $ 12.74

IKEA Media Plan

Prepared by K. Andersen 9 April 2014
Google Keyword-Based Search Buys

Keywords/Key phrases
inexpensive modern furniture
modern furniture design
modern interior design
scandinavian furniture design
scandinavian interior design
simple modern design
Totals/Avgs

Cost per Click

(CPC)

Total Clicks per

Month

$5.04
$7.99
$10.81
$2.99
$5.20
$7.03

600
400
300
700
400
600

$6.51

3,000

Number
of
Total Clicks
Months
3
1800
3
1200
2
600
2
1400
3
1200
2
1200
7,400

CPM
(CPC)

Total Cost
$
$
$
$
$
$

9,072
9,588
6,486
4,186
6,240
8,436

$
$
$
$
$
$

9.07
9.59
6.49
4.19
6.24
8.44

44,008

8.75

IKEA Media Plan

Prepared by K. Andersen 9 April 2014
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Week 1

Week 4

July

Week 3

Week 2

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Week 4

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June

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Week 1

Week 4

Week 3

May

Week 2

Magazines
Metropolitan Home
Dwell
Dallas Home and Heritage
Better Homes and Gardens
Newspapers
Fort Worth Star-Telegram
Norristown Times Herald
New York Times
Radio
WHTZ-FM (New York)
WIOQ-FM (Philidelphia)
KHKS-FM (Dallas)
Television
House Hunters Renovation
Philadelphia
Dallas
New York
Renovation Realities
Philadelphia
Dallas
New York
Sarah's House
Philadelphia
Dallas
New York
Internet
design-milk.com
realsimple.com
hgtv.com/decorating
bhg.com/...remodeling
thisoldhouse.com
diynetwork.com/decorating
dwell.com
freshome.com
houzz.com
housebeautiful.com
home-designing.com

Week 2

Week 1

April

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