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Nielsen Ad Intel—Local Newspaper Reports 1
For assistance, please call the Nielsen Solutions Center at 1-800-423-4511. Copyright © 2015 The Nielsen Company (US), LLC. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of The Nielsen Company (US), LLC.
Prospecting Reports
1.) Share of Media
2.) Zero Share of Business
3.) Exclusive Share of Business
4.) Low Share of Business
5.) Share of Business vs. Share of Voice
6.) Top Spenders
7.) Highest CPM, Cost Per Thousand
8.) Spot TV Spending Growth
9.) Trend by Brand, Product Category or Media Type
10.) Prospecting Trend: New Advertisers
11.) Prospecting Trend: Who Stopped Advertising?
Research Reports
12.) Brand Trend by TV Program Type
13.) Brand Trend by TV Daypart
14.) Brand Schedule with Creative
15.) Newspaper Brand Schedule
s s s is is s s s i s
s i ks i i s i i is
Nielsen Ad Intel
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Nielsen Ad Intel—Local Newspaper Reports 2
For assistance, please call the Nielsen Solutions Center at 1-800-423-4511. Copyright © 2015 The Nielsen Company (US), LLC. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of The Nielsen Company (US), LLC.
Nielsen Ad Intel Local Newspaper Reports
Share of Media Show the Expenditures and Share of a specific Brand in your market for a specific period.
What does this report tell me?
• Did this brand advertise during this period?
• How much money did they place in the media during the period?
• On what media did they place their buy? Was it mostly in Local Newspaper, TV or other media?
• How much share did Local Newspaper receive?
• How much did my client’s competitor place in each media type?
Fancy Store-Dept placed 94% of their expenditures in Local Newspaper during this period.
fancy store-dept
Units
1213
9
53
1151
3.5% 0.7% 0% 0% 4.4% 0% 94.9% 0%
$$$ (000) 1525.5 0.7 1425.9 98.9 6.7% <0.1% 0% 0% 93.5% 0% 6.5% 0%
Report Specifications used to create this report
Market: Select desired market Media Type: Select desired media types Report Layout: Column = Media
Row = Brand Alternate Row = Brand, Distributor (provides detail of the stations/newspapers/etc. as rows)
Report Period: Standard Calendar based dates Measures: Units, Dollars
Product Selection: FANCY STORE-DEPT (Brand)
Note Turn this into a Prospecting report by utilizing the sorts and constraints features described in the following pages.
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Nielsen Ad Intel—Local Newspaper Reports 3
For assistance, please call the Nielsen Solutions Center at 1-800-423-4511. Copyright © 2015 The Nielsen Company (US), LLC. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of The Nielsen Company (US), LLC.
Nielsen Ad Intel Local Newspaper Reports
Zero Share of Business Show the specific Brands that are not advertising in a specific newspaper.
What does this report tell me?
• What brands are advertising in the market, but not giving my newspaper any share of the buy?
• On what media and distributor are these brands spending their advertising dollars?
• How much money is placed in the market that my newspaper receives zero percent of the business?
Truly Honest Law Firm, Big Money Lottery and Tech College spent zero dollars on my newspaper during this period. Why are they not advertising on Local Newspaper?
Brand total
gothaM heraLd
wBBy
(BBB)
wccy
(CCC)
wddy
(DDD)
weey
(EEE)
wffy
(FFF)
truLy honest Law fIrM
0%
60
49
81
105
113 Units 408
3.1% 14.7% 12.0% 19.9 25.7% 27.7%
$$$ (000) 627.2 219.4 77.1 71.1 69.8 189.8
4.6% 0% 35.0% 12.3% 11.3% 11.1% 30.3%
BIg Money Lotter y Units 276 61 30 70 96 19
2.1% 0% 22.1% 10.9% 25.4% 34.8% 6.9%
$$$ (000) 346.2 143.3 39.3 89.2 54.0 20.4
2.5% 0% 41.4% 11.4% 25.8% 15.6% 5.9%
tech coLLege Units 115 47 16 45 7
0.9% 0% 40.9% 13.9% 39.1% 0% 6.1%
$$$ (000) 250.4 128.8 48.8 44.7 28.2
1.8% 0% 51.4% 19.5% 17.8% 0% 11.3%
Report Specifications used to create this report
Market: Select desired market Media Type: Select desired media types Report Layout: Column = Distributor
Row = Brand Report Period: Standard Calendar based dates Measures: Units, Dollars
Sorts/Constraints: Sort = Descending based on the Value of Total Dollars Constrain = Value of my Newspaper Units = 0
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Nielsen Ad Intel—Local Newspaper Reports 4
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Nielsen Ad Intel Local Newspaper Reports
Exclusive Share of Business Show the specific brands that are exclusively advertising in a specific newspaper.
What does this report tell me?
• What brands are placing 100% of their business in one newspaper?
• What is my competition’s exclusive list of advertisers?
• How much money went exclusively to one newspaper or station?
My Home Mortgage Services, Drive Happy Motor Sales and Savvy Legal Services put 100% of their business on Spot TV. Is advertising on one station the most efficient way to reach the client’s target audience?
Brand total
gothaM heraLd
wBBy
(BBB)
wccy
(CCC)
wddy
(DDD)
weey
(EEE)
wffy
(FFF)
My hoMe Mortgage sVcs
16
0%
0%
0%
Units 16 1.2% 0% 0% 100%
$$$ (000) 677.1 677.1 2.6% 0% 0% 100.0% 0% 0% 0%
drIVe happy Motor saLes Units 11 11
0.8% 0% 0% 100% 0% 0% 0%
$$$ (000) 631.5 631.5 2.4% 0% 0% 100% 0% 0% 0%
saVVy LegaL sVcs Units 13 13
0.9% 0% 0% 100% 0% 0% 0%
$$$ (000) 533.2 533.2 2.1% 0% 0% 100% 0% 0% 0%
Report Specifications used to create this report
Market: Select desired market Media Type: Select desired media types Report Layout: Column = Distributor
Row = Brand Report Period: Standard Calendar based dates Measures: Units, Dollars
Sorts/Constraints: Sort = Descending based on the Value of Total Dollars Constrain = Share of my competitor’s Units = 100
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Nielsen Ad Intel—Local Newspaper Reports 5
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Nielsen Ad Intel Local Newspaper Reports
Low Share of Business Show the specific brands that are not advertising much in a specific newspaper or station.
What does this report tell me?
• What brands are buying advertising, but giving my newspaper a very small share?
• Which of our clients should we revisit for developing and increasing our share?
Show brands that advertised in your newspaper, but only invested less than 10% of their budget. Should your newspaper be receiving more share? When was the last time they re-evaluated their media-mix?
Brand total
gothaM heraLd
wBBy
(BBB)
wccy
(CCC)
wddy
(DDD)
weey
(EEE)
wffy
(FFF)
saMpson auto dLrshp
1
33
49
16
14 Units 113
0.2% 0.9% 29.2% 43.4% 14.2% 0% 12.4%
$$$ (000) 437.0 40.8 93.5 152.9 98.1 51.7
0.9% 9.3% 21.4% 35.0% 22.5% 0% 11.8%
ford autos & trucks-dLr assn Units 170 1 82 43 4 40
0.4% 0.6% 48.2% 25.3% 2.4% 0% 23.5%
$$$ (000) 327.1 30.1 150.1 54.5 5.1 87.2
0.7% 9.2% 45.9% 16.7% 1.6% 0% 26.7%
gIuLIanI store-appLIance Units 155 2 35 61 11 2 44
0.3% 1.3% 22.6% 39.4% 7.1% 1.3% 28.4%
$$$ (000) 352.7 28.5 52.7 76.5 39.4 19.0 136.6
0.7% 8.1% 14.9% 21.7% 11.2% 5.4% 38.7%
Report Specifications used to create this report
Market: Select desired market Media Type: Select desired media types Report Layout: Column = Distributor
Row = Brand Report Period: Standard Calendar based dates Measures: Units, Dollars
Sorts/Constraints: Sort = Descending based on the Value of Total Dollars Constrain = Share of my newspaper Units ≤ 10% (Share less than or equal to 10%)
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Nielsen Ad Intel—Local Newspaper Reports 6
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Nielsen Ad Intel Local Newspaper Reports
Share of Business vs. Share of Voice Compare the GRP delivery of brands to their advertising expenditures to show Over Delivery or Under Delivery of an advertising schedule.
What does this report tell me?
• How are brands allocating their spending among the various television stations in the market?
• What is the GRP delivery for the spots purchased?
• Which stations are receiving a greater share of spending than their GRP delivery warrants?
• Identify accounts where an alternative media mix may provide a more cost efficient means of reaching potential customers.
Although Collman Mercedes allocated 28.8% of their money to WAAY, that station delivered only 23.6% of the GRPs. WDDY on the other hand, received 9.3% of the money and delivered 16.0% of the GRPs – 6.7% over their percentage of dollars.
Brand total waay wBBy wccy wddy weey wffy
(AAA) (BBB) (CCC) (DDD) (EEE) (FFF)
coLLMan Mercedes auto dLrshp
Units 479 60 113 71 81 105 49
3.0% 12.5% 23.6% 14.8% 16.9% 21.9% 10.2%
$$$ (000) 760.9 219.4 189.8 133.7 71.1 69.8 77.1
4.3% 28.8% 24.9% 17.6% 9.3% 9.2% 10.1%
GRP: P25-54 467.3 110.4 104.3 69.3 74.7 49.0 59.5
2.7% 23.6% 22.3% 14.8% 16.0% 10.5% 12.7%
Report Specifications used to create this report
Market: Select desired market Media Type: Spot TV Report Layout: Column = Distributor
Row = Brand Report Period: Broadcast Calendar based dates Measures: Units, Dollars
GRP = P25-54
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Nielsen Ad Intel—Local Newspaper Reports 7
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Nielsen Ad Intel Local Newspaper Reports
Top Spenders Constrain report to create a list of the top ‘n’ (10, 50, 100, etc.) spending brands.
What does this report tell me?
• Who were the biggest spenders in the market last quarter?
• How did these spenders allocate their money between the available media types?
Healthy Resources Hospital was the biggest overall spender. They spent an estimated $453,600, but only allocated 9.6% to the GOTHAM HERALD Newspaper.
total gothaM
heraLd wBBy (BBB)
wccy (CCC)
wddy (DDD)
heaLthy resources hospItaL Units 1178 6 302 814 56
0.4% 0.5% 25.6% 69.1% 4.8%
$$$ (000) 453.6 43.5 288.8 87.9 33.4
0.5% 9.6% 63.7% 19.4% 7.4%
haIgs harLey dLrshp Units 1721 4 216 1501
0.6% 0.2% 12.6% 87.2% 0%
$$$ (000) 437.6 56.0 223.3 158.4 0.4% 12.8% 51.0% 36.2% 0%
Report Specifications used to create this report
Market: Select desired market Media Type: All available media types Report Layout: Column = Distributor
Row = Brand Report Period: Standard Calendar based dates Measures: Units, Dollars
Format Options: Exclude Direct Response and Promos/PSAs
Sorts/Constraints: Constrain = Top ‘N’ Total Dollars Value= Any number you choose.
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Nielsen Ad Intel Local Newspaper Reports
cost per thousand.
Highest CPM, Cost Per Thousand Constrain report to create a list of top CPM brands.
What does this report tell me?
• Who spent highest CPM in the market last quarter?
• How did these spenders allocate their money between the available media types?
Among those brands spending over $50,000 during this period, Trish Store-Dept paid the highest
Brand total
waay
wBBy
wccy
wddy
weey
(AAA) (BBB) (CCC) (DDD) (EEE)
trIsh store-dept Units 35 1 3 1 9 21
0.3% 2.9% 8.6% 2.9% 25.7% 60.0%
$$$ (000) 103.9 11.9 9.1 4.2 29.4 49.4
0.6% 11.4% 8.8% 4.0% 28.3% 47.5%
CPM: P18+ 50.05 20.82 29.16 26.98 19.56
gIuLIanI store-appLIance Units 33 6 4 22 1
0.2% 18.2% 12.1% 0% 66.7% 3.0%
$$$ (000) 56.6 37.9 4.9 13.5 0.3
0.3% 66.9% 8.7% 0% 23.9% 0.5%
CPM: P18+ 47.45 13.30 13.82 3.73
Report Specifications used to create this report
Market: Select desired market Media Type: Spot TV Report Layout: Column = Media Type
Row = Brand Report Period: Broadcast Calendar based dates Measures: Units, Dollars
CPM = P18+
Format Options: Exclude Direct Response and Promos/PSAs
Sorts/Constraints: Sort = Descending based on the Value of Spot TV CPM for P18+ Constrain = Value of Total Dollars ≥ 15 (Dollars greater than or equal to $15,000)
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Nielsen Ad Intel—Local Newspaper Reports 9
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Nielsen Ad Intel Local Newspaper Reports
Spot TV Spending Growth View the difference in spending from one period to another.
What does this report tell me?
• Which brands have spent more in the most recent Quarter relative to this Quarter a year ago?
• Identify prospects that appear to be increasing their advertising.
Patrick’s Restaurant-Quick Svc increased spending from 2.6M last year to 4.2M this year. Did Local Newspaper receive any of this increase?
Brand total Quarter 1,
2010 Quarter 1,
2011
patrIcks restaurant-Qs Units 11874 5331 6543
3.3% 44.9% 55.1% $$$ (000) 6931.2 2650.7 4280.5
3.0% 38.2% 61.8%
Report Specifications used to create this report
Market: Select desired market Media Type: Spot TV Report Layout: Column = Report Period
Row = Brand Report Period: Broadcast Calendar based dates
Period 1= Year Ago Quarter Period 2= Current Quarter
Measures: Units, Dollars
Format Options: Exclude Direct Response and Promos/PSAs
Sorts/Constraints: Sort = Descending based on the Value of Total Dollars Constrain = Share of Year Ago Quarter ≤ 50% (Share less than or equal to 50%)
and Value of Total Dollars ≥ 15 (Dollars greater than or equal to $15,000)
Nielsen Ad Intel Local Newspaper Reports
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Trend Trend brand, parent, product category, media, demographic, or any other selections to view changes over time.
What does this report tell me?
• Row = Brand
– Is this brand increasing or decreasing their Advertising Budget?
– Does this brand have heavier months or lighter months?
• Row = Brand, Media
– Is my client increasing or decreasing their advertising on specific media?
• Row = Product Category
– Does this industry have seasonal Highs or Lows?
– Is this industry increasing or decreasing their Advertising Spending?
– How does my clients’ advertising schedule compare with their industry?
Does Big Money Lottery always place less advertising in February?
BIg Money Lottery
Units
3938
364
8
337
349
335
332
343
94
444
448
459
425
14.7% 9.2% 0.2% 8.6% 8.9% 8.5% 8.4% 8.7% 2.4% 11.3% 11.4% 11.7% 10.8%
$$$ (000) 5102.9 498.6 3.5 450.0 404.1 276.1 433.2 426.6 440.0 766.8 550.1 450.7 403.1
16.5% 9.8% <0.1% 8.8% 7.9% 5.4% 8.5% 8.4% 8.6% 15.0% 10.8% 8.8% 7.9%
country cookIng restaurant
Units 4269 437 428 343 311 308 318 320 340 381 383 342 357
16.0% 10.2% 10.0% 8.0% 7.3% 7.2% 7.4% 7.5% 8.0% 8.9% 9.0% 8.0% 8.4%
$$$ (000) 3941.9 477.6 489.9 427.0 351.2 201.3 257.1 257.3 261.5 322.1 326.9 241.1 328.7
12.7% 12.1% 12.4% 10.8% 8.9% 5.1% 6.5% 6.5% 6.6% 8.2% 8.3% 6.1% 8.3%
Report Specifications used to create this report
Market: Select desired market Media Type: Spot TV Report Layout: Column = Report Period
Row = Brand (See various options above) Report Period: Standard Calendar based dates Measures: Units, Dollars
Format Options: Exclude Direct Response and Promos/PSAs
Nielsen Ad Intel Local Newspaper Reports
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Prospecting Trend: New Advertisers Trend revealing new advertisers can be created for Local Newspaper only or across media types.
What does this report tell me?
• What businesses are new to the market, or new to advertising?
• How much did they spend on advertising?
Is Terrier Wireless Svcs a new business in the market? Have we prospected their business yet?
terrIer wIreLess sVcs
Units 668
668
1.2% 0% 100.0%
$$$ (000) 40.6 40.6
0.6% 0% 100.0%
Best used cars auto-dLrshp Units 2 2
<0.1% 0% 100.0%
$$$ (000) 40.3 40.3
0.6%
faVorIte foods rest-QuIck sVc
0% 100.0%
Units 233 233
0.4% 0% 100.0%
$$$ (000) 40.2 40.2
0.6% 0% 100.0%
Report Specifications used to create this report
Market: Select desired market Media Type: Spot TV Report Layout: Column = Report Period
Row = Brand Report Period: Standard Calendar based dates
Period 1 = Prior twelve months up to current month Period 2 = Current Month
Measures: Units, Dollars
Format Options: Exclude Direct Response and Promos/PSAs
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Prospecting Trend: Who Stopped Advertising? Trend revealing new advertisers can be created for Local Newspaper only or across media types.
What does this report tell me?
• Create a list of businesses that have stopped their advertising.
• How much did they spend on advertising the last time they advertised?
Did Central Region Bank stop advertising? Did they lose business when they did? Do they need to start advertising again to regain market share?
centraL regIon Bank
Units
58
58
0.4% 100.0% 0%
$$$ (000) 33.0 33.0 0.6% 100.0% 0%
yuMMy BLue drInk Units 45 45
0.3% 100.0% 0%
$$$ (000) 33.0 33.0
0.6% 100.0% 0%
fInance anyone Mortgage sVcs
Units 37 37 0.2% 100.0% 0%
$$$ (000) 31.1 31.1
0.5 100.0% 0%
Report Specifications used to create this report
Market: Select desired market Media Type: Spot TV Report Layout: Column = Report Period
Row = Brand Report Period: Standard Calendar based dates
Period 1 = One month a year ago Period 2 = All months from that date to current month
Measures: Units, Dollars
Format Options: Exclude Direct Response and Promos/PSAs
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Brand Trend by TV Program Type Find insights on client preferences for specific TV programming.
What does this report tell me?
• Does this brand advertise in news or other program types?
• Does this brand have a program type preference?
Is LONGORIA STR-FURNITURE increasing spending on News? Would Newspaper reach their audience better? On what other program types are they spending their budget? And what opportunities exist for converting that budget to Newspaper?
LongorIa store-furnIture
news: news-generaL
$$$ (000)
Report Specifications used to create this report
Market: Select desired market Media Type: Spot TV Report Layout: Column = Report Period
Row = Brand, Program Type Report Period: Broadcast Calendar based dates
Period 1 = Last 12 Months Measures: Units, Dollars
Format Options: Exclude Direct Response and Promos/PSAs
n
6431.6 318.8 393.7 809.0 602.1 553.9 533.7 492.5 397.4 371.8 342.7 664.1 951.8
100.0% 5.0% 6.1% 12.6% 9.4% 8.6% 8.3% 7.7% 6.2% 5.8% 5.3% 10.3 14.8%
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Brand Trend by TV Daypart Trend revealing which TV dayparts advertisers buy.
What does this report tell me?
• Does this business advertise exclusively M-F, or, do they advertise on the weekends as well?
• Does this business advertise more heavily on one day vs. other days?
The client is increasing spending on Sunday, would this increased budget be better used on the Sunday Newspaper? Do they heavy up on Thursday for weekend business? Do we have a Newspaper product that goes out on those days as well?
LongorIa store-furnIture
sunday 6a-12m
$$$ (000)
964.3
62.5
95.2
85.2
102.4
96.5
120.8
140.9
260.8
Monday 6a-12m
$$$ (000)
578.3
100.3
95.7
67.4
88.5
67.0
55.3
43.1
61.0
tuesday 6a-12m
$$$ (000)
540.2
112.4
84.6
73.3
77.4
56.4
52.4
38.4
45.2
wednesday 6a-12m
$$$ (000)
573.3
106.2
90.7
92.1
67.6
59.7
54.6
51.2
51.2
thursday 6a-12m
$$$ (000)
1134.1
80.7
120.4
110.5
120.3
135.9
160.0
180.4
225.9
friday 6a-12m
$$$ (000)
685.4
106.3
92.4
78.9
80.9
70.0
64.8
89.6
102.4
saturday 6a-12m
$$$ (000)
508.3
90.2
61.6
52.7
57.9
43.8
59.8
48.6
93.8
Report Specifications used to create this report
Market: Select desired market Media Type: Spot TV Report Layout: Column = Report Period
Row = Brand, Daypart Report Period: Broadcast Calendar based dates
Period 1 = Last 8 Quarters Measures: Units, Dollars
Daypart: Dayparts for individual days of the week
n
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Brand Schedule with Creative View the advertisement’s placement, GRP delivery, listen to the creative’s audio and view video.
What does this report tell me?
• What were the exact spot times that this schedule ran, and how did they deliver in their demo?
• What Programs, Dayparts, or Pod Position does this advertiser prefer?
• How much inventory does my competition have in this daypart and who ran in that daypart?
• What is the “feel” of the clients creative? Does it fit my newspaper, specific section or product?
(FDM) MARKET : Spot TV
CoCA-ColA Co : CoKE DiET SoFT DRinK
MAN IN BED/PARTY/MAN PAINTS MURAL
WAAY (AAA) Monday 04/26/11 09:51 PM 03:03 30 AMERiCAn ATHlETE ATH (SPoRTS EVEnT) 310.0 3.1
WAAY (AAA) Wednesday 04/28/11 09:50 PM 03:01 30 AMERiCAn ATHlETE ATH (SPoRTS EVEnT) 43.0 0.8
WAAY (AAA) Sunday 05/02/11 09:38 PM 01:06 30 AMERiCAn ATHlETE ATH (SPoRTS EVEnT) 30.0 0.6
WAAY (AAA) Tuesday 05/04/11 09:38 PM 01:05 30 AMERiCAn ATHlETE ATH (SPoRTS EVEnT) 246.0 2.5
WAAY (AAA) Tuesday 05/04/11 09:56 PM 04:04 30 AMERiCAn ATHlETE ATH (SPoRTS EVEnT) 105.0 1.9
Report Specifications used to create this report
Market: Select desired market Media Type: Spot TV Report Layout: Predefined = Brand Schedule with Creative Report Period: Broadcast Calendar based dates Measures: Units, Dollars
GRP=P25-54 Product Selection: COKE DIET SOFT DRINK (brand)
(Market Type) Market Media
Advertiser Brand
Creative
Station Day Date Time Dur Program Title (Type) $$$ GRP 1
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Nielsen Ad Intel—Local Newspaper Reports 16
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Newspaper Brand Schedule View the advertisement’s size, placement, and estimated value.
What does this report tell me?
• What were the exact dates and times that this schedule ran?
• What newspaper sections does this advertiser prefer?
• How much inventory does my competition have in this newspaper?
FAnCY inC
FAnCY SToRE-DEPT
GoTHAM HERAlD Wednesday 04/06/11 MAin nEWS nonE 72 1 16,848.0
GoTHAM HERAlD Thursday 04/07/11 MAin nEWS nonE 32 1 7,371.0
GoTHAM HERAlD Thursday 04/14/11 MAin nEWS nonE 72 1 16,848.0
GoTHAM HERAlD Wednesday 04/20/11 MAin nEWS nonE 72 1 16,848.0
GoTHAM HERAlD Wednesday 04/27/11 MAin nEWS nonE 72 1 16,848.0
Report Specifications used to create this report
Market: Select desired market Media Type: Local Newspaper Report Layout: Predefined = Newspaper Brand Schedule Report Period: Standard Calendar based dates Measures: Dollars
Product Selection: FANCY STORE-DEPT (Brand or Brand Variant)
Advertiser
Brand Variant
Newspaper Day Date Section Event Col. Inch Units $$$