Media Plan for Whole Foods

Prepared by Matt Meier 2/24/2012

Media Buy Overview

Media Vehicle

No. of
Insertions

Total Cost

CPM

Television
Are You Fitter Than A Senior?
Oprah's Lifeclass
TOTAL/AVG TV

180
180
360

$
$
$

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

666.37
666.37
666.37

Radio
Washingon, D.C. - WPGC FM
Chicago - WBBM FM
Los Angeles - KPWR FM
ALL RADIO TOTALS/AVG

50
50
50
150

$
$
$
$

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

$
$
$
$

503.55
358.64
483.58
448.59

4
4
8

$
$
$

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

5.81
5.93
5.87

8
16
8
32

$
$
$
$

102,432
218,064
144,672
465,168

800
896
1,200
1,200
1,200
800
800
800
800
800
800
1,600
1,800
1,800

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

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

Magazines
Weight Watchers
Health Monitor
TOTAL/AVG MAGAZINES
Newspapers
The Washington Post
Chicago Sun-Times
Los Angeles Times
TOTAL/AVG NEWSPAPERS
Internet
EatingWell.com
Health.com
MensHealth.com
WomensHealth.com
WeightWatchers.com
HealthMonitor.com
Health.Discovery.com
Health.Yahoo.net
WashingtonPost.com/Lifestyle/Wellness
LATimes.com/health
SunTimes.com/Lifestyles/Health
WebMD.com
CNN.com/Health
ABCnews.go.com/health

$
$
$
$

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

10.08
17.79
12.51
13.46

USAtoday.com/health
BANNERS TOTAL

1,600
16,896

$
$

Google Search, AdWords

64,000

TOTAL/AVG

16,304 n/a
183,420 n/a
83,520 $ 1,241.00

550 * $ 1,907,352 $

* Does not include Internet banners or Google keyword figures.

283.57 *

Media Plan for Whole Foods

Prepared by Matt Meier 2/24/2012

Magazine Placements

Magazine Name
Weight Watchers
Health Monitor

Number of
Cost Per Ad
Ad Size
Ad Position Insertions
$
30,145 1/3 page Color inside
4
$
66,780 1/2 page Color inside
4

MAGAZINES TOTAL/AVG

96,925

PassTotal
Total
Circulation
along
Audience
campaign cost
(000)
estimate
(000)
CPM
$
120,580
649
8
5,192 $ 5.81
$
267,120
3,751
3
11,253 $ 5.93
$

387,700

4,400

5.5

16,445 $

5.87

Media Plan for Whole Foods

Prepared by Matt Meier 2/24/2012

Newspaper Placements

Publication Name
The Washington Post
Chicago Sun-Times
Los Angeles Times
NEWSPAPER TOTAL/AVG

Day of Week Section

Tuesday
Health
Tuesday
Health
Monday
Health

Ad Size
(col.in)
22
33
22

Cost/
Col. Inch Cost Per Ad
$
582 $
12,804
$
413 $
13,629
$
822 $
18,084

25.67 $

606 $

14,839

Number of
insertions

Circulation
Total Cost
(000)
8 $
102,432
635
16 $
218,064
383
8 $
144,672
723
32 $

465,168

1,741

Pass-along
estimate

Total
Audience
(000)
CPM
2
1,270 $ 10.08
2
766 $ 17.79
2
1,446 $ 12.51
2

3,482 $ 13.46

Media Plan for Whole Foods

Prepared by Matt Meier 2/24/2012

Radio Placements

Program
Washington, D.C. - WPGC-FM
Chicago - WBBM-FM
Los Angeles - KPWR-FM
ALL RADIO TOTALS/AVG

Format
Rhythmic Contemporary
Rhythmic Contemporary
Rhythmic Contemporary

Daypart
PM
PM
PM

Rating
Rating (%)
3.8
3.8%
3.5
3.5%
4
4.0%
3.8%

Persons 12+ in
Market
4,041,300
7,612,100
10,609,200

Cost per
Listeners of
point
Cost per
station
(CPP)
:60 ad
153,569 $
407 $
1,547
266,424 $
546 $
1,911
424,368 $ 1,026 $
4,104
844,361 $

660 $

2,521

No. of
CPM
insertions
Total Cost
(Listeners)
50 $
77,330 $
503.55
50 $
95,550 $
358.64
50 $ 205,200 $
483.54
150 $

378,080 $

448.58

Media Plan for Whole Foods

Prepared by Matt Meier 2/24/2012

TV Placements

Program
Are You Fitter Than A Senior?
Washington, D.C.
Chicago
Los Angeles
Are You Fitter Than A Senior? Total/Avg

TV HH in
Rating (%) Market

Rating

Oprah's Lifeclass
Washington, D.C.
Chicago
Los Angeles
Oprah's Lifeclass Total/Avg

HH viewing
program

1
1
1

1.0% 2,345,500
1.0% 3,517,400
1.0% 5,219,400

23,455
35,174
52,194
110,823

2.5
2.5
2.5

1.2
1.2
1.2

1.2% 2,345,500
1.2% 3,517,400
1.2% 5,219,400

28,146
42,209
62,633
132,988

2.5
2.5
2.5

ALL TV TOTALS/AVG

Washington, D.C.
Daypart
Prime Access
Prime
Late News
Late Fringe

#/HH

243,811

CPP
718
1,295
691
457

Chicago
Daypart CPP
Prime Access
Prime
Late News
Late Fringe

756
1,493
853
417

Total
Viewers
(000)

Cost per
point (CPP)

Cost per
:30 ad

No. of
insertions

Total Cost

CPM
(Viewers)

59
88
130
277

$
$
$
$

718
756
1,628
1,034

$
$
$
$

718
756
1,628
1,034

60
60
60
180

$
$
$
$

43,080
45,360
97,680
186,120

$
$
$
$

734.68
515.84
748.59
666.37

70
106
157
332

$
$
$
$

718
756
1,628
1,034

$
$
$
$

862
907
1,954
1,241

60
60
60
180

$
$
$
$

51,696
54,432
117,216
223,344

$
$
$
$

734.68
515.84
748.59
666.37

1,034 $

1,137

360 $

610 $

Los Angeles
Daypart
CPP
Prime Access$
Prime
$
Late News $
Late Fringe $

1,628
3,639
1,238
1,110

409,464 $ 666.37

Media Plan for Whole Foods

Prepared by Matt Meier 2/24/2012

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/Wellness
LATimes.com/Health
SunTimes.com/Lifestyles/Health
WebMD.com
CNN.com/Health
ABCnews.go.com/Health
USAtoday.com/Health
BANNERS TOTAL

total
cost/1,000 impressions/m total cost /
impressions
onth (000)
month
$
10.19
200 $
2,038
$
10.19
250 $
2,548
$
10.19
300 $
3,057
$
10.19
300 $
3,057
$
10.19
450 $
4,586
$
10.19
200 $
2,038
$
10.19
200 $
2,038
$
10.19
300 $
3,057
$
10.19
200 $
2,038
$
10.19
200 $
2,038
$
10.19
200 $
2,038
$
10.19
400 $
4,076
$
10.19
450 $
4,586
$
10.19
450 $
4,586
$
10.19
400 $
4,076
$

45,855

No. of months
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4

Total No. of
impressions
(000)
800
1,000
1,200
1,200
1,800
800
800
800
800
800
800
1,600
1,800
1,800
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

17,600 $

183,420

Media Plan for Whole Foods

Prepared by Matt Meier 2/24/2012

Search Placements

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
natural food stores

Cost per Total Clicks

Click (CPC) per Month
$
1.79
2,000
$
1.32
5,000
$
1.32
3,000
$
1.13
1,000
$
1.20
1,000
$
1.06
1,000
$
1.10
1,000
$
1.51
1,000
$
0.74
1,000

GOOGLE TOTALS/AVG

1.24

16,000

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

Total Clicks
8,000
20,000
12,000
4,000
4,000
4,000
4,000
4,000
4,000

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

64,000 $

83,520

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

1,241

Media Plan for Whole Foods

Prepared by Matt Meier 2/24/2012

Campaign Schedule

Week 2

Week 3

Week 4

Week 1

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

Week 1

March

x
x

x
x

x
x

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

x
x

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

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
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

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
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 2

Week 1

Week 1

x
x

Week 4

Week 4

x
x

June
Week 3

Week 3

May

Week 2

April

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
x
x

x
x
x

x
x
x

x
x
x

x
x
x
x

x
x
x

x
x
x

Week 4

Week 3

June

x
x

x
x
x

x
x
x