TV and Outdoor

Objectives

  • To demonstrate the incremental impact of Outdoor on a TV schedule at the 1+ & 3+ Reach levels
  • Comparing a solus TV schedule with a mix of TV and Outdoor scenarios at the same budget.

Methodology

Television

  • Sydney Metro
  • People 18-54 / OzTam Data; Oct 2012
  • 150 Tarps/Wk x 4 weeks
  • 7, 9 & 10 including digital channels
  • Peak 70%
  • 30” TVC
  • Total: $385.5k
  • 1+ @ 69%
  • 3+ @ 44%
  • Av Frequency: 7.8

Outdoor – Transit

  • Portrait Sides
  • Sydney Metro
  • People 18-54 / Move Data; Sept 2012
  • 250 Panels (Sydney portion of a national pack)
  • $125k Sydney allocation / 50% discount applied
  • $62.5k gross media cost
  • Production & Install Cost included - $17.9k
  • Total $80.4k
  • 1+ @ 64%
  • 3+ @ 35%
  • Av Frequency: 4.4

Outdoor – Billboards:

  • Large Format
  • Sydney Metro
  • People 18-54 / Move Data; Sept 2012
  • 9 sites across Sydney
  • Cost $203k / 60% discount applied
  • $81k gross media cost
  • Production & Install Cost included - $22.4k
  • Total: $103.4k
  • 1+ @ 66%
  • 3+ @ 42%
  • Av Frequency: 7.5

Key results

Comparing a solus TV schedule with a TV & Outdoor schedule, the same budget will deliver significantly higher levels of 1+ & 3+ reach.

  • TV and Portrait Sides: 1+ Uplift @ 11% / 3+ @ 11%
  • TV and Large Format: 1+ Uplift @ 12% / 3+ @ 14%
  • TV and Portrait Sides and Large Format: 1+ Uplift @ 17% / 3+ @ 16%

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