Get documents about "A Blue Label review
Shared by: shitingting
-
Stats
- views:
- 3
- posted:
- 2/2/2013
- language:
- Unknown
- pages:
- 34
Document Sample
309269059 310312027 310134560 310177898 308310586
Outline
Outline .............................................................................................................................................. 1
Introduction ...................................................................................................................................... 2
A Blue Label review......................................................................................................................... 2
Blue Label’s unique image ........................................................................................................... 2
A Johnnie Walker brand ................................................................................................. 2
The Label’s values .......................................................................................................... 3
Blue Label’s current positioning and consumer research ............................................................. 4
Industry analysis ........................................................................................................................... 7
Competitor analysis ...................................................................................................................... 8
Diageo and Johnnie Walker communication strategies ................................................................ 9
Analysis of AQX Data .................................................................................................... 9
Blue label previous communication campaigns .............................................................. 9
MAIN Problem ........................................................................................................................... 10
Recommendations .......................................................................................................................... 10
Design of the marketing communication campaign ................................................................... 10
Building brand awareness ............................................................................................. 11
Building a strong brand identity.................................................................................... 11
Building a large database thanks to customer relationship management ...................... 12
Details of the campaign .............................................................................................................. 13
Endorsement ................................................................................................................. 13
Website ......................................................................................................................... 13
Magazines ..................................................................................................................... 14
Sponsorship ................................................................................................................... 14
Customer relationship management .............................................................................. 14
TV channel .................................................................................................................... 15
Conclusion ...................................................................................................................................... 15
REFERENCES ............................................................................................................................... 16
APPENDICES ................................................................................................................................ 18
Appendix 1 ................................................................................................................................. 18
Appendix 2 ................................................................................................................................. 19
Appendix 3 ................................................................................................................................. 20
Appendix 4 ................................................................................................................................. 30
Appendix 5 ................................................................................................................................. 32
Appendix 6 ................................................................................................................................. 33
Appendix 7 .................................................................................................................................. 34
Introduction
Johnnie Walker is “one of the most famous and valuable brands in any category”
(Mustarde 2008) and its products are currently sold in 180 markets. The company belongs to
the holding Diageo. Johnnie Walker brand portfolio includes the following labels:
Red Label, the world’s most popular (Mustarde 2008)
Green Label
Black Label
Gold Label, an “indulgence of the successful” (Underwood 1996).
Blue Label, one of the most expensive whiskies in the world.
In the following document, we only focus on Blue Label to present the brand and study
its communication campaigns. This analysis helps us to identify the main problem of Blue
Label communication. At last, the recommendations of marketing communication campaign
are given.
A Blue Label review
Blue Label’s unique image
Blue Label’s image is a fusion of attributes gained from the Johnnie Walker brand and
from the specific label’s associated values.
A Johnnie Walker brand
Blue Label benefits from the image associated with the Johnny Walker brand.
Johnnie Walker whiskies are Scotch blend whiskies. Therefore, they are all considered to
be of premium quality and display a specific taste which is different from the taste of other
whiskies.
2
Johnnie Walker started to build a strong brand identity relatively late and only when the
company realised that brand identity was critical to increase sales in a very competitive
market. In 2000, management chose the slogan “Keep Walking”. For more details about the
launch campaign, please refer to Appendix 1.
The Label’s values
Blue Label is the most luxurious brand of Johnnie Walker portfolio and benefits from a
unique image that justifies the high price of Blue Label’s whiskies.
According to the Jonnie Walker website (2011), the brand is rare and elegant, benefits
from the most exclusive blend and has a unique character.
According to Simpson (2010), it is ‘easy drinking’ and a “cognac-style premium whisky”.
Figure 1 sum up our presentation of Blue Label’s image.
Overview of Blue Label’s unique image
Johnnie Walker’s
Label’s values:
values:
luxury
quality
rarity
unique taste
elegance
masculinity
exclusivity
progress
BLUE
LABEL’s
unique
image
Figure 1 Overview of Blue Label unique image
3
Blue Label’s current positioning and consumer research
Blue label is targeting the niche market of ultra-luxurious whiskies, with bottles reaching
an individual price of US$200. In accordance with this strategy, Johnnie Walker released a
deluxe version of the Blue Label: King George V in 2007.
Officials of Johnnie Walker explain that their target consumers are “men at the top”
(Whiskyintelligence 2010). These consumers “should lay emphasis on style as well as
substance”. They are successful at their fields and are still striving from good to best and
they prefer traditional wine and fine dark spirits within social norms” (Whiskyintelligence
2010).
Furthermore, the officials of Johnnie Walker also state that the target consumers are likely
to purchase other luxury products (Whiskyintelligence 2010). Their favorite brands include
Cartier, Rolex, Krug, Mont Blanc. Therefore, Johnnie Walker has established strategic
relationship with some other brands e.g. aguar, Richemont, Established & Sons, Fosters &
Sons, Goodwood, Quintessentially. (Whiskyintelligence 2010).
In order to provide a better picture of the target market, we searched additional data of
Whisky consumers on RMR (Asteroid) from age, income, occupation and geography
respectively.
First of all, people age between 40 and 44 accounts for 13.6% which is the most among
all age brackets from 20 to 54. Very few consumers under 30 (only 14.6%) purchase whisky.
Therefore, the target consumers are people older than 30 (Figure 2).
4
Figure 2 age distribution of whisky consumers in 2010 (April to June) from RMR software
Secondly, consumers with more than $70000 annual income are the majority. The highest
proportion is 23.3% for consumers whose income is $150000 to $199999 (Figure 3) per
annum.
Figure 3 Income distribution of whisky consumers in 2010 (April to June) from RMR software
5
Moreover, small business owners and managers purchase more whisky than other
occupations (Figure 4).
Figure 4 Occupation of whisky consumers in 2010 (April to June) from RMR software
Finally, most whisky consumers live in Queensland (11.4%) in Australia; it is followed
by Western Australia (10.8%). Most regions are equal in consumer numbers except Darwin-
Alice Springs (Figure 5).
Figure 5 States of residency of whisky consumers in 2010 (April to June) from RMR software
6
Industry analysis
There is a reduced demand in the worldwide spirits market because of the global financial
crisis (GFC) and the economic downturn. Some people prefer to choose cheaper alcohol the
US and UK (Nicol 2009), which suffered recession significantly. However, as shown on
Figure 6, strong brands (Johnnie Walker, Chivas etc.) still perform well in some countries
with continuously sound economy growth, such as Australia and China. According to Drinks
International 2009 (Figure 6), Whisky as the second dominated spirit following White spirits
(23%) occupies 12% of the whole spirits market.
Figure 6 Proportion of worldwide spirits market by volume in 2998 from:
http://www.scottish.parliament.uk/business/research/briefings-09/SB09-76.pdf
As an expensive spirit, whisky is leading in terms of sales value rather than sales volume.
It’s universally known that Johnnie Walker is the world’s most famous and powerful whisky
(Figure 7). It is positioned at the high end market which means it contributes more to sales
value.
7
Figure 7 The power 100, the world’s most powerful spirits & wine brands 2009 from:
http://www.intangiblebusiness.com/store/data/files/473-The_Power_100_2009.pdf
Competitor analysis
The main whisky companies include Johnnie Walker (Diageo), Chivas (Period Ricard),
William Grant & Son and the Edrington Group. “These four companies owned 62% of the
distillation capacity for malt whisky.”(Nicol,2009). Chivas Regal (Period Ricard) as the
global No.2 Super- premium Scotch whisky is Johnnie Walker’s primate competitor.
Figure 8 A presentation of Chivas
Source: This is the Chivas life, from
http://www.pdflibrary.info/download/ebook/Superbrands%202006/aHR0cDovL3d3dy5zdXBlcmJyYW5kcy5jb20vcm8vaW1hZ2VzL
2ZzMDYvc2Jfcm9fMDZfY2hpdmFzLnBkZg
8
More details about Chivas. Communication campaigns will be provided in the
recommendation part.
Diageo and Johnnie Walker communication strategies
Analysis of AQX Data
The AQX data illustrates that Diageo Australia Ltd had spent AU$1,136,000 in main
advertisements in 2008 (including metropolitan television, magazines, online and out of
home), which is much more than other companies (Appendix 2). Johnnie Walker, as one of
the most successful brands of Diageo, could gain a relative high proportion of advertising
expense from Diageo to enhance its communication channel. For example, according to R&F
June 2008 Johnnie Walker Red Label (Appendix 3), we can see that several advertisements
of Red Label are showing among popular programs of Australian major TV channels during
different time periods to attract potential customers’ attention. Most of these advertisements
can be watched more than once, and some of them can be watched even more than twice or
three times. Additionally, from the Profile Index data, we know that 14.16% of female
audiences are more likely to be targeted by these advertisements. People between 40 to 44
years old (75.25%) are the most interested in such advertisements. Generally speaking,
people who have jobs and home duties are the population mostly attracted by these TV
advertisements (97%). For the grocery buyers category, the amount of people between 40 and
54 years old (13.95%) is much larger than other age groups.
However, we can’t find relevant AQX data about the advertising details for Johnnie
Walker Blue Label, which means Blue Label’s campaigns are weak in Australia to some
extent.
Blue label previous communication campaigns
9
Reviewing Johnnie Walker previous advertising campaign, we find that Johnnie Walker
adopts different communication strategies in different areas and cultures, but similarities still
could be found.
In the USA, a famous and successful advertising campaign for Blue Label is launched
with the use of contemporary art as the backdrop for a new multi-million dollar marketing
campaign to reinforce blue label as a luxury brand. Details of the campaign are provided in
Appendix 6
Blue Label is also involved in charities and it has an extensive sponsorship strategy.
Details refer to Appendix 7.
However, after reviewing all available resources for Blue Label, we find that no large
scale communication campaign for Blue Label is launched in Australia.
MAIN Problem
As mentioned above, Blue Label has a strong brand identity. However, it lacks of large scale
campaign in Australia market. So the brand is not well-known in target market. Our
recommendations focus on resolving this problem.
Recommendations
Design of the marketing communication campaign
Diageo’s strategy in Australia is to deliver Blue Label’s unique values and associated
benefits to its consumer.
We identified the following challenges of Blue Label communication in Australia:
Blue label is not a well known brand in this market since few newspapers mention
anything about it and no campaign has been run over the country by Johnnie
10
Walker. Therefore, the company needs to increase the awareness of the brand and
its values.
Building a strong brand identity takes time and effort.
Blue Label needs to build its database of consumers in Australia.
Building brand awareness
In order to facilitate identification with the brand, we recommend Blue Label uses an
endorsement strategy through all promotional media (website, magazines…). The endorser
should be a between -40-to-50-year-old famous Australian actor who has succeeded in life,
hence encompassing the success and elegance values of Blue Label which representing our
target market.
In order to deliver the brand values efficiently, we also recommend using sponsorship
with companies/events that share the values of masculinity, success, elegance and luxury.
An important and easy-to-access source of information about Blue Label (values and
purchasing information) needs to be put in place. We recommend Blue Label to launch a
Blue Label website with the aim of selling and promoting the product. This website will be
advertised on all the communication campaign supports via a call to action: “visit
www.bluelabel.com.au to find more information”
Moreover, all bottles ordered through the website will feature a unique packaging. A
booklet is attached to explain the Johnnie Walker Blue label brand benefits which could
enhance the buyer’s satisfaction as well as providing information about the brand.
Building a strong brand identity
The campaign needs to be designed for a minimum of a four-year period and at same time,
Blue Label needs to communicate regularly.
We recommend communicating to the niche target market of Blue Label and also
promoting the label to younger generations. Therefore, Blue Label will become a symbol of
achievement and success in the future.
11
Meanwhile, we do not recommend using the latest media, although it is difficult to assess
the results and control which part of the market is informed about the brand through this
channel.
Johnnie Walker has to make sure the message in the communication campaign is clear.
Indeed, when watching through the commercial adds of both brands on YouTube, we found
that ads of Johnnie Walker are more abstract than Chivas. Chivas effectively attracts
consumers’ attention by directly claiming the alluring taste of product and promoting the
brand uniqueness (“Remember, there is only one choice- Chivas regal”). We believe this kind
of commercial is more effective when target consumers are less familiar with the product.
Building a large database thanks to customer relationship
management
Establishing a customer relationship management system is necessary, it builds a large
database of consumers. In the luxury drinking market, regular customers occupy the most
important position therefore Johnnie Walker should pay more attention to manage and
maintain the relationship between their brand and consumers.
12
Details of the campaign
Figure 9 the schedule for Blue Label communication campaign
(The following campaign activities are based on the message that Blue label is a symbol of luxury,
rarity and elegance image and it is associated with success and achievement)
Endorsement
Our first intended endorser would be Hugh Jackman, who was born in Sydney in 1968
and had a very successful career in Hollywood. He is well-known in Australia and has acted
the main character in Baz Luhrmann’s movie “Australia” (IMDb.com 2011).
Website
The website will be designed in accordance with Blue Label values: it will be elegant and
focus on the experience of drinking such a rare whisky. Consumers could have the
13
opportunity to buy the product and give feedback about it. The ads that feature the endorser
will also be displayed on the website.
Magazines
As the most expensive whisky in the world, Blue Label needs to showcase strong visuals
in order to deliver the relevant message to the niche audience. Campaigns in magazines can
enhance Johnnie Walker Blue Label’s brand loyalty and awareness. Chivas spends more
money on magazines than Johnnie Walker in China. This strategy helped Chivas to become
the No1 whisky brand in China. We can see the details on Figure 10. Therefore, we think
Johnnie Walker should not neglect this kind of communication strategy.
Figure 10 Chivas spendings in China. Source from
http://wenku.baidu.com/view/9316e66a561252d380eb6efa.html
Sponsorship
The Scotch Malt Whisky Society is a worldwide society that promotes and sells premium
scotch whiskies. Blue Label could associate to some of their events in Australia.
Since the Blue Label brand is associated with masculinity and success, we recommend
sponsoring a sport event. Sponsoring the Melbourne Cup, “the celebration that stops a
nation” (Melbourne Cup 2011), would allow the brand to reach a wide market (over 400 000
people according to the Melbourne Cup website) and this market will see Blue Label as a
synonymous for achievement and success. Such a sponsoring opportunity should also be easy
to take since Diageo is an official event partner. Moreover, the event offers many packages
tailored to the needs of sponsors.
Customer relationship management
14
We recommend launching a mailing campaign to regular customers all over the country
allowing them to order bottles with their personal labels such as names and motto. In this
campaign, letters are sent rather than E-mail, because they have more human kindness and a
higher response rate (Kotler 2009). As a competitor of luxury whisky, Glenmorangie has
already used this mailing campaign and benefited from it (marketingmagazine 2002).
TV channel
Based on AQX analyses, we recommend Blue label referring to some successful Red
Label’s campaigns. An advertisement of Red Label played in TEN 10’s program named “Big
Brother” on Monday shows significant efficiency as it is watched more than 3 times by
potential consumers (Appendix 2). In addition, Blue Label could make some effective
metropolitan television advertisements on business channel during the evening timeslot to
obtain the attention of top executives and businessmen, like Red Label (Appendix 4&5).
Conclusion
The main issue we identified while studying Blue Label marketing strategies is the fact
that the brand relies mostly on word-of-mouth in Australia. We would recommend Blue
Label to build a top-classed communication campaign with the objectives of:
Building brand awareness
Building a strong brand identity
Building a large database of consumers
At last, Blue Label is recommended to use endorsement and sponsorship strategies on the
following channels: TV, a website and magazines through different approaches.
15
REFERENCES
IMDB.com 2008, The Internet Movie Database, [Online], Available:
http://www.imdb.com/title/tt0455824/ [27 April 2011].
Johnnie Walker website 2011, [Online], Available: http://www.johnniewalker.com/en-
au/home/ [15 May 2011]
Kotler, P., Keller, K. & Burton, S. 2009, Marketing Management, 1st edn, Pearson
Education Australia.
Marketingmagazine 2002, “DIRECT BRIEFS: Latest dm campaign from Glenmorangie",
[Online], Available: http://www.marketingmagazine.co.uk/news/rss/167269/DIRECT-
BRIEFS-Latest-dm-campaign-Glenmorangie/ [12 May 2011]
Melbournecup 2011, “The Flemington, Victoria Racing Club Limited”, [Online],
Available: www.melbournecup.com, [27 April 2011].
Mustardes, Steve 2008, “Johnnie Walker: the story behind Keep walking”, Issue 45, p12-
12, 1p.
Scherie Nicol 2009, “The Scotch Whisky Industry”. [Online], Available:
http://www.scottish.parliament.uk/business/research/briefings-09/SB09-76.pdf, [27 April
2011].
Simpson, Willie 2010, “Out of the blue”, The Sydney Morning Herald, John Fairfax
Holdings Limited.
16
Underwood, Elaine, Brandweek 1996, “Walker goes haute”, 10644318, 12/09/96, Vol. 43,
Issue 47
Whiskyintelligence 2010, “Johnnie Walker Blue Is Looking For You! - Scotch Whisky
News”, [Online], Available: http://www.whiskyintelligence.com/2010/10/johnnie-walker-
blue-is-looking-for-you-scotch-whisky-news/, [9 May 2011]
17
APPENDICES
Appendix 1
The rationale behind Johnnie Walker’s choice of slogan was that “whisky advertising has
always been about masculine process” (Mustarde, 2008). The company undertook significant
research to understand what masculinity meant for modern men. This study revealed that
masculinity was now about being successful but not by acquiring material wealth, much more
by becoming a better man. Men were thriving for self-improvement or in other words,
progress.(Mustarde, 2008).
Since its launch, the brand mantra has run in more than 120 countries and was supported
by an integrated marketing and communication campaign (same creative being used in all
ads) including: TV advertising (50 TV executions), print media (150 print executions), radio,
“websites, sponsorships, internal awards, consumer awards and even charitable funds”
(Mustarde, 2008).
This slogan and its associated campaign have been very successful. Sales increased
rapidly at the best growth rate seen in the industry. “Volume sales grew from 10.2 million
cases in 1999 to 15.1 million in 2007, resulting in a massive 94 per cent revenue growth to
reach $4.56 billion worldwide.” (Mustarde, 2008). According to Mustarde (2008), the slogan
has now become a “true cultural icon”.
18
Appendix 2
Aqx Standard Report : AQX 1* Region : All AQX 1*
Aqx Standard Report : Region : All
Period : 6/01/2008 - 3/01/2009 :
Period6/01/2008 - 3/01/2009
Data Types : $(000's) $(000's)
Data Types :
Dictionary : Selection Made Selection
Dictionary : Made
Media : Selection Made :
MediaSelection Made
Data Entitlements : Applied Applied
Data Entitlements :
Metropolitan
Grand Total % % %H Grand Total % %
Television
Diageo Australia Ltd 1 1,136 100% 60% 791 70% Diageo Australia 1Ltd 1,136 100% 60%
Continental Spirit Company P/L 2 335 100% 18% 0 0% 2
Continental Spirit Company P/L335 100% 18%
Jim Beam Brands Australia P/L 3 334 100% 18% 334 100% 3
Jim Beam Brands Australia P/L334 100% 18%
Pernod Ricard Pacific 4 84 100% 4% 0 0% 4
Pernod Ricard Pacific 84 100% 4%
TAS Distillery P/L 5 2 100% * 0 0% 5
TAS Distillery P/L 2 100% *
Grand Total 1,891 100% 100% 1,125 100% Grand Total 1,891 100% 100%
%H %V
Metropolitan Television %H %V %H %V
Regional Television Metropolitan Press Regional%H %V
Press %H
Magazines %V %H Radio
Metropolitan%V %H %V Direct Mail %H %V
791 70% 70% 0 0% 0% 0 0% 0% 0 0% 0% 1 * 1% 0 0% 0% 27% 72% 0 0% 0%
0 0% 0% 0 0% 0% 142 42% 99% 0 0% 0% 14 4% 14% 60 18% 100% 36% 28% 0 0% 0%
334 100% 30% 0 0% 0% 0 100% 0% 0 0% 0% 0 100% 0% 0 100% 0% 100% 0% 0 0% 0%
0 0% 0% 0 0% 0% 0 0% 0% 0 0% 0% 84 100% 85% 0 0% 0% 0% 0% 0 0% 0%
0 0% 0% 0 0% 0% 2 98% 1% 0 0% 0% * 2% * 0 0% 0% 0% 0% 0 0% 0%
1,125 100% 30% 0 0% 0% 144 100% 0% 0 0% 0% 99 100% 0% 60 100% 0% 100% 0% 0 0% 0%
19
Appendix 3
Sydney, Melbourne, Brisbane, Adelaide, Perth
5/06/2008 - 15/06/2008
TTLPPL
Optimum Reach (3+)
ETOM Adjusted
Reponse Curve Summary
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+ 11+ 12+ 13+ 14+ 15+ Cost $0 Potential 4,357,000 Total Tarps 13.14
Effective 9.65 3.33 0.17 0 0 0 0 0 0 0 0 0 0 0 0 CPT $0 Sample Size 1,845 Total Reach 420,512
Exclusive 6.33 3.16 0.17 0 0 0 0 0 0 0 0 0 0 0 0 CPM $0 Ave Frequency 1.36 Total Reach % 9.65
CPRM $0 Include Guests Yes Optimum Reach (3+) % 0.17
CPRP $0 Viewing Minutes 1 C Viewing Session Type Consolidated
Spots 38 Total Projections 572,696 Time From Broadcast >= 0 minutes and < 168 hours
Schedule
Index Date Day Time Station Program Cost Tarp Cume Tarp Proj CPM Inc Reach CPIRM Inc Reach CPIRP Cume Reach Cume Reach Ave Freq 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 15+
9+ 10+11+12+13+14+
% % (000's) (000's) % (000's) %
1 2008-6-5 Thursday 12:23:00 AM TVQ10 Everybody Loves Raymond $0 0 0 0 $0.00 0 $0 0 $0 0 0 0 0
2 2008-6-6 Friday 10:00:00 PM TEN10 Movie: About A Boy $0 2.68 2.68 116,805 $0.00 116,805 $0 0 $0 116,805 2.68 1 2.68 0
3 2008-6-6 Friday 10:12:00 PM ADS10 Movie: About A Boy $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0
4 2008-6-7 Saturday 8:01:00 PM ADS10 Afl: Essendon Vs Hawthorn $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0
5 2008-6-7 Saturday 8:25:00 PM TVQ10 Afl: Essendon V Hawthorn $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0
6 2008-6-7 Saturday 9:56:00 PM TVQ10 Afl: Essendon V Hawthorn $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0
7 2008-6-7 Saturday 10:16:00 PM TVQ10 Afl: Essendon V Hawthorn $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0
8 2008-6-7 Saturday 10:24:00 PM TVQ10 Afl: Essendon V Hawthorn $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0
9 2008-6-7 Saturday 11:12:00 PM TVQ10 Movie: With Friends Like These $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0
10 2008-6-7 Saturday 11:37:00 PM TVQ10 Movie: With Friends Like These $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0
11 2008-6-8 Sunday 12:13:00 AM TVQ10 Movie: With Friends Like These $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0
12 2008-6-8 Sunday 12:13:00 AM NEW10 Movie: With Friends Like These $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0
13 2008-6-8 Sunday 1:21:00 AM TVQ10 Crime Files $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0
14 2008-6-8 Sunday 10:21:00 PM ADS10 Supernatural $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0 0
15 2008-6-8 Sunday 10:23:00 PM NEW10 Supernatural $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0 0 0
16 2008-6-8 Sunday 10:32:00 PM TVQ10 Supernatural $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0 0 0
17 2008-6-8 Sunday 10:33:00 PM ATV10 Supernatural $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0 0 0
18 2008-6-8 Sunday 11:07:00 PM TVQ10 Flight of the Conchords $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0 0 0
19 2008-6-8 Sunday 11:12:00 PM NEW10 Flight of the Conchords $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0 0 0
20 2008-6-8 Sunday 11:13:00 PM TEN10 Flight of the Conchords $0 1.38 4.06 60,168 $0.00 41,208 $0 0 $0 158,013 3.63 1.12 3.63 0.44 0 0 0 0 0 0 0 0 0 0 0 0 0
21 2008-6-8 Sunday 11:13:00 PM ATV10 Flight of the Conchords $0 0 4.06 0 $0.00 0 $0 0 $0 158,013 3.63 1.12 3.63 0.44 0 0 0 0 0 0 0 0 0 0 0 0 0
22 2008-6-8 Sunday 11:13:00 PM ADS10 Flight of the Conchords $0 0 4.06 0 $0.00 0 $0 0 $0 158,013 3.63 1.12 3.63 0.44 0 0 0 0 0 0 0 0 0 0 0 0 0
23 2008-6-9 Monday 1:02:00 AM TEN10 M Racing: Motogp $0 0.56 4.62 24,293 $0.00 12,109 $0 0 $0 170,121 3.9 1.18 3.9 0.71 0 0 0 0 0 0 0 0 0 0 0 0 0
24 2008-6-9 Monday 2:14:00 PM ADS10 Afl: Melbourne V Collingwood $0 0 4.62 0 $0.00 0 $0 0 $0 170,121 3.9 1.18 3.9 0.71 0 0 0 0 0 0 0 0 0 0 0 0 0
25 2008-6-9 Monday 2:44:00 PM TVQ10 Afl: Melbourne V Collingwood $0 0 4.62 0 $0.00 0 $0 0 $0 170,121 3.9 1.18 3.9 0.71 0 0 0 0 0 0 0 0 0 0 0 0 0
26 2008-6-9 Monday 2:44:00 PM TEN10 Afl: Melbourne V Collingwood $0 1.7 6.32 73,901 $0.00 66,237 $0 0 $0 236,359 5.42 1.16 5.42 0.89 0 0 0 0 0 0 0 0 0 0 0 0 0
27 2008-6-9 Monday 3:24:00 PM TEN10 Afl: Melbourne V Collingwood $0 1.87 8.18 81,397 $0.00 19,484 $0 0 $0 255,843 5.87 1.39 5.87 2.31 0 0 0 0 0 0 0 0 0 0 0 0 0
28 2008-6-9 Monday 3:24:00 PM TVQ10 Afl: Melbourne V Collingwood $0 0 8.18 0 $0.00 0 $0 0 $0 255,843 5.87 1.39 5.87 2.31 0 0 0 0 0 0 0 0 0 0 0 0 0
29 2008-6-9 Monday 5:21:00 PM ATV10 $0
Afl: Melbourne Demons Vs Collingwood Magpies 0 8.18 0 $0.00 0 $0 0 $0 255,843 5.87 1.39 5.87 2.31 0 0 0 0 0 0 0 0 0 0 0 0 0
30 2008-6-9 Monday 10:04:00 PM TVQ10 Big Brother $0 0 8.18 0 $0.00 0 $0 0 $0 255,843 5.87 1.39 5.87 2.31 0 0 0 0 0 0 0 0 0 0 0 0 0
31 2008-6-9 Monday 10:24:00 PM TEN10 Big Brother $0 4.96 13.14 216,132 $0.00 164,668 $0 0 $0 420,512 9.65 1.36 9.65 3.32 0.17 0 0 0 0 0 0 0 0 0 0 0 0
32 2008-6-9 Monday 10:25:00 PM NEW10 Big Brother: Big Mouth $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.32 0.17 0 0 0 0 0 0 0 0 0 0 0 0
33 2008-6-9 Monday 11:43:00 PM TVQ10 Late Show With David Letterman $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.32 0.17 0 0 0 0 0 0 0 0 0 0 0 0
34 2008-6-9 Monday 11:43:00 PM ADS10 The Late Show With David Letterman $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.32 0.17 0 0 0 0 0 0 0 0 0 0 0 0
35 2008-6-11 Wednesday 11:51:00 PM TVQ10 The Late Show With David Letterman $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.33 0.17 0 0 0 0 0 0 0 0 0 0 0 0
36 2008-6-12 Thursday 11:49:00 PM TVQ10 The Late Show With David Letterman $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.33 0.17 0 0 0 0 0 0 0 0 0 0 0 0
37 2008-6-14 Saturday 11:12:00 PM ADS10 Movie: Snatch $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.33 0.17 0 0 0 0 0 0 0 0 0 0 0 0
38 2008-6-15 Sunday 12:19:00 AM TVQ10 Movie: Snatch $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.33 0.17 0 0 0 0 0 0 0 0 0 0 0 0
20
Month Spots Tarp Proj Total CPT CPM OR% OR OCPRM OCPR% Ave Freq 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+ 11+ 12+13+14+ 15+
Count % (000's) Cost (000's)
Jun-08 38 13.14 572,696 $0 $0 $0 0.17 7 $0 $0 1.36 9.65 3.33 0.17 0 0 0 0 0 0 0 0000 0
38 13.14 572,696 $0 $0 $0 0.17 7 $0 $0 1.36 9.65 3.33 0.17 0 0 0 0 0 0 0 0000 0
21
Universe Sample Projections Tarp Reach Reach Average Profile
Attribute (000's) Size (000's) % (000's) % Frequency Index
Total 4,357 1,845 572 13.14 416 9.55 1.38 100
Sydney 4,357 1,845 572 13.14 416 9.55 1.38 100
Brisbane 0 0 0 0 0 0 0 0
Melbourne 0 0 0 0 0 0 0 0
Adelaide 0 0 0 0 0 0 0 0
Perth 0 0 0 0 0 0 0 0
Metro 5 Cap City 0 0 0 0 0 0 0 0
Sex
Male 2,167 914 244 11.26 172 7.96 1.41 85.7
Female 2,189 931 328 15.01 243 11.13 1.35 114.16
AgeGroups
0 to 1 104 47 3 3.08 2 2.52 1.22 23.4
2 to 4 174 71 10 5.94 7 4.5 1.32 45.2
5 to 9 265 111 17 6.6 12 4.54 1.45 50.21
10 to 12 164 89 13 7.96 7 4.84 1.64 60.56
13 to 15 166 83 11 7.21 9 5.52 1.31 54.86
16 to 17 112 43 19 17.28 14 12.74 1.36 131.46
18 to 24 444 146 61 13.92 53 12.09 1.15 105.9
25 to 29 324 106 43 13.52 29 8.94 1.51 102.89
30 to 34 350 113 57 16.3 41 11.83 1.38 124
35 to 39 323 135 52 16.25 41 12.82 1.27 123.64
40 to 44 323 131 74 23.04 53 16.58 1.39 175.25
45 to 49 311 142 51 16.67 39 12.82 1.3 126.82
50 to 54 274 142 37 13.78 25 9.13 1.51 104.84
55 to 59 268 98 33 12.38 24 9.15 1.35 94.19
60 to 64 204 121 23 11.49 17 8.47 1.36 87.4
65 plus 543 267 60 11.13 35 6.6 1.69 84.65
GroceryBuyers
Yes 1,580 692 258 16.33 191 12.11 1.35 124.24
No 2,777 1,153 301 10.87 224 8.1 1.34 82.69
OccupationGroup16plus
OG1 717 318 74 10.39 55 7.76 1.34 79.08
OG2 833 385 154 18.58 111 13.38 1.39 141.34
22
OG3 256 110 38 14.89 27 10.7 1.39 113.24
OG4 114 50 11 10.09 9 8.38 1.2 76.74
OG5 68 30 8 12.62 6 9.92 1.27 96.04
Unemployed 160 45 29 18.36 24 15.37 1.19 139.71
0 2,129 917 289 13.6 218 10.25 1.33 103.46
1 to 2 1,456 616 214 14.74 153 10.56 1.4 112.15
3 plus 771 312 55 7.21 44 5.74 1.26 54.84
PresenceOfChildren0to2
Yes 658 249 76 11.58 47 7.18 1.61 88.12
No 3,698 1,596 483 13.07 368 9.97 1.31 99.47
PresenceOfChildren0to4
Yes 978 377 94 9.69 62 6.39 1.52 73.75
No 3,378 1,468 465 13.76 353 10.47 1.31 104.71
PresenceOfChildren0to12
Yes 1,798 751 209 11.66 153 8.55 1.36 88.71
No 2,558 1,094 350 13.69 262 10.26 1.33 104.12
PresenceOfChildren0to15
Yes 2,049 860 261 12.76 189 9.25 1.38 97.07
No 2,307 985 298 12.93 226 9.82 1.32 98.37
PresenceOfChildren5to12
Yes 1,319 572 160 12.2 123 9.38 1.3 92.81
No 3,037 1,273 398 13.13 292 9.63 1.36 99.9
PresenceOfChildren5to17
Yes 1,841 781 233 12.67 176 9.57 1.32 96.41
No 2,515 1,064 326 12.98 240 9.54 1.36 98.74
PresenceOfChildren13to17
Yes 1,006 423 135 13.48 97 9.7 1.39 102.58
No 3,350 1,422 424 12.66 318 9.51 1.33 96.31
Income
Single 2,378 1,020 222 9.35 161 6.8 1.37 71.12
Dual 1,978 825 337 17.06 254 12.86 1.33 129.78
NumberOfTVSets
1 1,180 499 151 12.86 106 9.05 1.42 97.84
2 1,508 673 186 12.37 147 9.79 1.26 94.15
3 plus 1,668 673 221 13.27 161 9.7 1.37 100.96
NumberOfVCRs
No VCR 447 183 85 19.18 65 14.75 1.3 145.89
1 2,319 1,005 292 12.6 205 8.86 1.42 95.88
2 plus 1,590 657 181 11.43 144 9.11 1.26 86.96
23
EmploymentStatus16plus
Employed 1,991 893 287 14.46 211 10.6 1.36 110
Unemployed 160 45 29 18.36 24 15.37 1.19 139.71
HomeDuties 231 73 60 25.99 43 18.95 1.37 197.74
Region
SydneyCity 815 309 155 19.08 116 14.27 1.34 145.18
SydneySWandS 1,016 411 170 16.82 120 11.89 1.41 127.97
SydneyWest 1,165 449 119 10.26 88 7.57 1.36 78.07
SydneyNorth 704 387 63 9.04 50 7.23 1.25 68.81
SydneyNorthShore 657 289 50 7.64 40 6.09 1.25 58.12
BrisbaneCityNorth 0 0 0 0 0 0 0 0
BrisbaneCitySouth 0 0 0 0 0 0 0 0
BrisbaneNorth 0 0 0 0 0 0 0 0
BrisbaneSouth 0 0 0 0 0 0 0 0
BrisbaneGoldCoast 0 0 0 0 0 0 0 0
MelbourneCentralandWest 0 0 0 0 0 0 0 0
MelbourneNorth 0 0 0 0 0 0 0 0
MelbourneEast 0 0 0 0 0 0 0 0
MelbourneSouth 0 0 0 0 0 0 0 0
MelbourneSouthEast 0 0 0 0 0 0 0 0
AdelaideNorthAndYork 0 0 0 0 0 0 0 0
AdelaideWest 0 0 0 0 0 0 0 0
AdelaideEast 0 0 0 0 0 0 0 0
AdelaideSouth 0 0 0 0 0 0 0 0
PerthCity 0 0 0 0 0 0 0 0
PerthNorth 0 0 0 0 0 0 0 0
PerthEast 0 0 0 0 0 0 0 0
PerthSouthEast 0 0 0 0 0 0 0 0
NA 0 0 0 0 0 0 0 0
PerthSouthWest 0 0 0 0 0 0 0 0
STVUsers
Non Subscriber 2,660 1,135 380 14.32 285 10.73 1.33 108.91
Subscriber 1,696 710 178 10.55 130 7.7 1.37 80.26
NumberOfHouseholdMembers
24
Sydney, Melbourne, Brisbane, Adelaide, Perth
5/06/2008 - 15/06/2008
TTLPPL
Optimum Reach (3+)
ETOM Adjusted
Reponse Curve Summary
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+ 11+ 12+ 13+ 14+ 15+ Cost $0 Potential 4,357,000 Total Tarps 13.14
Effective 9.65 3.33 0.17 0 0 0 0 0 0 0 0 0 0 0 0 CPT $0 Sample Size 1,845 Total Reach 420,512
Exclusive 6.33 3.16 0.17 0 0 0 0 0 0 0 0 0 0 0 0 CPM $0 Ave Frequency 1.36 Total Reach % 9.65
CPRM $0 Include Guests Yes Optimum Reach (3+) % 0.17
CPRP $0 Viewing Minutes 1 C Viewing Session Type Consolidated
Spots 38 Total Projections 572,696 Time From Broadcast >= 0 minutes and < 168 hours
Schedule
Index Date Day Time Station Program Cost Tarp Cume Tarp Proj CPM Inc Reach CPIRM Inc Reach CPIRP Cume Reach Cume Reach Ave Freq 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 15+
9+ 10+11+12+13+14+
% % (000's) (000's) % (000's) %
1 2008-6-5 Thursday 12:23:00 AM TVQ10 Everybody Loves Raymond $0 0 0 0 $0.00 0 $0 0 $0 0 0 0 0
2 2008-6-6 Friday 10:00:00 PM TEN10 Movie: About A Boy $0 2.68 2.68 116,805 $0.00 116,805 $0 0 $0 116,805 2.68 1 2.68 0
3 2008-6-6 Friday 10:12:00 PM ADS10 Movie: About A Boy $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0
4 2008-6-7 Saturday 8:01:00 PM ADS10 Afl: Essendon Vs Hawthorn $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0
5 2008-6-7 Saturday 8:25:00 PM TVQ10 Afl: Essendon V Hawthorn $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0
6 2008-6-7 Saturday 9:56:00 PM TVQ10 Afl: Essendon V Hawthorn $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0
7 2008-6-7 Saturday 10:16:00 PM TVQ10 Afl: Essendon V Hawthorn $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0
8 2008-6-7 Saturday 10:24:00 PM TVQ10 Afl: Essendon V Hawthorn $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0
9 2008-6-7 Saturday 11:12:00 PM TVQ10 Movie: With Friends Like These $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0
10 2008-6-7 Saturday 11:37:00 PM TVQ10 Movie: With Friends Like These $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0
11 2008-6-8 Sunday 12:13:00 AM TVQ10 Movie: With Friends Like These $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0
12 2008-6-8 Sunday 12:13:00 AM NEW10 Movie: With Friends Like These $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0
13 2008-6-8 Sunday 1:21:00 AM TVQ10 Crime Files $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0
14 2008-6-8 Sunday 10:21:00 PM ADS10 Supernatural $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0 0
15 2008-6-8 Sunday 10:23:00 PM NEW10 Supernatural $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0 0 0
16 2008-6-8 Sunday 10:32:00 PM TVQ10 Supernatural $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0 0 0
17 2008-6-8 Sunday 10:33:00 PM ATV10 Supernatural $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0 0 0
18 2008-6-8 Sunday 11:07:00 PM TVQ10 Flight of the Conchords $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0 0 0
19 2008-6-8 Sunday 11:12:00 PM NEW10 Flight of the Conchords $0 0 2.68 0 $0.00 0 $0 0 $0 116,805 2.68 1 2.68 0 0 0 0 0 0 0 0 0 0 0 0 0 0
20 2008-6-8 Sunday 11:13:00 PM TEN10 Flight of the Conchords $0 1.38 4.06 60,168 $0.00 41,208 $0 0 $0 158,013 3.63 1.12 3.63 0.44 0 0 0 0 0 0 0 0 0 0 0 0 0
21 2008-6-8 Sunday 11:13:00 PM ATV10 Flight of the Conchords $0 0 4.06 0 $0.00 0 $0 0 $0 158,013 3.63 1.12 3.63 0.44 0 0 0 0 0 0 0 0 0 0 0 0 0
22 2008-6-8 Sunday 11:13:00 PM ADS10 Flight of the Conchords $0 0 4.06 0 $0.00 0 $0 0 $0 158,013 3.63 1.12 3.63 0.44 0 0 0 0 0 0 0 0 0 0 0 0 0
23 2008-6-9 Monday 1:02:00 AM TEN10 M Racing: Motogp $0 0.56 4.62 24,293 $0.00 12,109 $0 0 $0 170,121 3.9 1.18 3.9 0.71 0 0 0 0 0 0 0 0 0 0 0 0 0
24 2008-6-9 Monday 2:14:00 PM ADS10 Afl: Melbourne V Collingwood $0 0 4.62 0 $0.00 0 $0 0 $0 170,121 3.9 1.18 3.9 0.71 0 0 0 0 0 0 0 0 0 0 0 0 0
25 2008-6-9 Monday 2:44:00 PM TVQ10 Afl: Melbourne V Collingwood $0 0 4.62 0 $0.00 0 $0 0 $0 170,121 3.9 1.18 3.9 0.71 0 0 0 0 0 0 0 0 0 0 0 0 0
26 2008-6-9 Monday 2:44:00 PM TEN10 Afl: Melbourne V Collingwood $0 1.7 6.32 73,901 $0.00 66,237 $0 0 $0 236,359 5.42 1.16 5.42 0.89 0 0 0 0 0 0 0 0 0 0 0 0 0
27 2008-6-9 Monday 3:24:00 PM TEN10 Afl: Melbourne V Collingwood $0 1.87 8.18 81,397 $0.00 19,484 $0 0 $0 255,843 5.87 1.39 5.87 2.31 0 0 0 0 0 0 0 0 0 0 0 0 0
28 2008-6-9 Monday 3:24:00 PM TVQ10 Afl: Melbourne V Collingwood $0 0 8.18 0 $0.00 0 $0 0 $0 255,843 5.87 1.39 5.87 2.31 0 0 0 0 0 0 0 0 0 0 0 0 0
29 2008-6-9 Monday 5:21:00 PM ATV10 Afl: Melbourne Demons Vs Collingwood Magpies $0 0 8.18 0 $0.00 0 $0 0 $0 255,843 5.87 1.39 5.87 2.31 0 0 0 0 0 0 0 0 0 0 0 0 0
30 2008-6-9 Monday 10:04:00 PM TVQ10 Big Brother $0 0 8.18 0 $0.00 0 $0 0 $0 255,843 5.87 1.39 5.87 2.31 0 0 0 0 0 0 0 0 0 0 0 0 0
31 2008-6-9 Monday 10:24:00 PM TEN10 Big Brother $0 4.96 13.14 216,132 $0.00 164,668 $0 0 $0 420,512 9.65 1.36 9.65 3.32 0.17 0 0 0 0 0 0 0 0 0 0 0 0
32 2008-6-9 Monday 10:25:00 PM NEW10 Big Brother: Big Mouth $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.32 0.17 0 0 0 0 0 0 0 0 0 0 0 0
33 2008-6-9 Monday 11:43:00 PM TVQ10 Late Show With David Letterman $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.32 0.17 0 0 0 0 0 0 0 0 0 0 0 0
34 2008-6-9 Monday 11:43:00 PM ADS10 The Late Show With David Letterman $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.32 0.17 0 0 0 0 0 0 0 0 0 0 0 0
35 2008-6-11 Wednesday 11:51:00 PM TVQ10 The Late Show With David Letterman $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.33 0.17 0 0 0 0 0 0 0 0 0 0 0 0
36 2008-6-12 Thursday 11:49:00 PM TVQ10 The Late Show With David Letterman $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.33 0.17 0 0 0 0 0 0 0 0 0 0 0 0
37 2008-6-14 Saturday 11:12:00 PM ADS10 Movie: Snatch $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.33 0.17 0 0 0 0 0 0 0 0 0 0 0 0
38 2008-6-15 Sunday 12:19:00 AM TVQ10 Movie: Snatch $0 0 13.14 0 $0.00 0 $0 0 $0 420,512 9.65 1.36 9.65 3.33 0.17 0 0 0 0 0 0 0 0 0 0 0 0
Schedule By Month
Month Spots Tarp Proj Total CPT CPM OR% OR OCPRM OCPR% Ave Freq 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+ 11+ 13+
12+ 14+ 15+
Count % (000's) Cost (000's)
Jun-08 38 13.14 572,696 $0 $0 $0 0.17 7 $0 $0 1.36 9.65 3.33 0.17 0 0 0 0 0 0 0 0 0 0 0 0
38 13.14 572,696 $0 $0 $0 0.17 7 $0 $0 1.36 9.65 3.33 0.17 0 0 0 0 0 0 0 0 0 0 0 0
25
1 349 153 74 21.26 57 16.41 1.3 161.78
2 1,017 458 115 11.39 87 8.59 1.33 86.68
3 812 348 93 11.5 69 8.59 1.34 87.49
4 1,079 480 182 16.93 130 12.12 1.4 128.79
5 plus 1,097 406 93 8.5 70 6.44 1.32 64.7
GroceryBuyerAge
0 to 29 314 113 22 7.1 20 6.54 1.09 54.04
30 to 39 1,089 429 141 12.96 101 9.36 1.38 98.6
40 to 54 1,753 766 262 14.98 191 10.93 1.37 113.95
55 to 64 615 275 73 11.93 62 10.07 1.18 90.77
65 plus 583 262 60 10.31 39 6.86 1.5 78.43
LifeCycle
Single/Couple with GB < 40 358 125 52 14.55 43 12.25 1.19 110.71
64
Single/Couple with GB 40 to 505 250 65 12.95 54 10.71 1.21 98.5
451
Single/Couple with GB 65 plus 212 48 10.86 31 6.94 1.57 82.59
Grp Hlds with GB < 55 508 203 69 13.62 45 9.05 1.51 103.65
Grp Hlds with GB 55 plus 306 127 53 17.56 42 13.99 1.26 133.56
Family with infants (<5) 978 377 94 9.69 62 6.39 1.52 73.75
Family with teens (13 - 17) 428 177 60 14.12 44 10.31 1.37 107.39
Family Other (5 - 12) 820 374 114 14 91 11.12 1.26 106.54
EducationQualifications
312
Not yet or never attended school 132 16 5.3 13 4.21 1.26 40.29
At School 670 308 54 8.13 38 5.76 1.41 61.85
Left School without HSQ 576 250 103 17.92 72 12.61 1.42 136.32
Completing/achieved HSQ 451 177 72 15.98 56 12.41 1.29 121.61
990 423
Completing/achieved technical/trade qualification 150 15.15 111 11.27 1.34 115.26
1,356
Completing/achieved university degree 555 163 12.05 124 9.15 1.32 91.65
Age
0 42 20 0 0 0 0 0 0
1 61 27 3 5.2 2 4.27 1.22 39.58
2 48 19 0 0 0 0 0 0
3 56 23 10 18.21 7 13.8 1.32 138.56
4 69 29 0 0 0 0 0 0
5 30 13 3 9.72 2 8.74 1.11 73.98
6 56 23 3 6.75 1 3.43 1.97 51.37
26
7 68 29 5 8.45 4 7.24 1.17 64.3
8 52 22 0 0 0 0 0 0
9 57 24 4 8.61 2 4.32 1.99 65.5
10 50 29 0 0 0 0 0 0
29 76 26 15 20.27 10 13.82 1.47 154.24
30 82 29 8 9.92 5 6.6 1.5 75.47
31 65 21 9 14.25 8 13.44 1.06 108.43
32 53 17 6 12.23 5 9.88 1.24 93.05
33 82 25 6 8 6 7.6 1.05 60.89
34 67 21 26 39.59 15 23.48 1.69 301.2
35 65 25 13 20.87 10 16.42 1.27 158.81
36 69 29 8 12.61 8 12.26 1.03 95.97
37 71 31 8 11.25 5 7.26 1.55 85.59
38 46 20 9 20.6 9 20.07 1.03 156.73
39 70 30 12 17.76 7 10.9 1.63 135.13
40 75 33 7 9.41 7 9.5 0.99 71.56
41 84 34 25 30.09 16 19.84 1.52 228.93
42 59 22 18 30.47 13 23.44 1.3 231.82
43 56 22 18 32.38 10 18.38 1.76 246.35
44 48 20 5 11.75 5 11.32 1.04 89.38
45 44 20 8 18.65 7 17.02 1.1 141.9
46 63 28 9 14.28 7 11.05 1.29 108.67
47 66 32 15 22.99 9 14.7 1.56 174.87
48 68 31 5 8.02 5 7.41 1.08 61.01
49 67 31 11 16.96 10 15.36 1.1 129.02
50 62 32 13 21.53 10 16.89 1.28 163.81
51 53 28 3 6.67 1 3.33 2 50.73
52 53 28 9 16.88 6 12.21 1.38 128.41
53 53 27 10 19.24 4 8.73 2.2 146.4
54 52 27 1 3.02 1 2.99 1.01 22.95
55 46 17 0 0 0 0 0 0
56 43 18 6 13.83 5 13.51 1.02 105.21
57 47 16 1 4.13 1 2.52 1.64 31.44
58 68 26 10 15.18 9 13.27 1.14 115.46
59 62 21 8 13.23 8 13.45 0.98 100.64
60 30 19 8 26.33 4 14.03 1.88 200.32
61 53 33 4 8.97 3 6.08 1.47 68.23
62 36 23 5 14.32 5 14.2 1.01 108.96
63 46 26 3 6.66 2 4.98 1.34 50.69
27
64 37 20 2 6.2 2 6.12 1.01 47.19
65 21 13 4 21.61 2 9.56 2.26 164.41
66 51 24 2 4.83 2 4.69 1.03 36.75
67 30 15 0 0 0 0 0 0
Pioneers 0 0 0 0 0 0 0 0
Baby Boomers 0 0 0 0 0 0 0 0
Generation X 0 0 0 0 0 0 0 0
Generation Y 0 0 0 0 0 0 0 0
Generation Z 0 0 0 0 0 0 0 0
Generation Next 0 0 0 0 0 0 0 0
PresenceOfPVR
No 0 0 0 0 0 0 0 0
Yes 0 0 0 0 0 0 0 0
June June June
1 2 3 4 5 6 7 Wkly 8 9 10 11 12 13 14 Wkly 15 16 17 18 19 20 21 Wkly
Program Avg Tarp Station Day From Time To Time Duration Unit Cost CPT Spots Total Cost S M T W H F A Ach S M T W H F A Ach S M T W H F A Ach
Supernatural 0 ADS10 Sun 10:21 PM 10:21 PM $0 $0 1 $0 1
Flight of the Conchords 0 ADS10 Sun 11:13 PM 11:13 PM $0 $0 1 $0 1
Afl: Melbourne V Collingwood 0 ADS10 Mon 2:14 PM 2:14 PM $0 $0 1 $0 1
The Late Show With David Letterman 0 ADS10 Mon 11:43 PM 11:43 PM $0 $0 1 $0 1
Movie: About A Boy 0 ADS10 Fri 10:12 PM 10:12 PM $0 $0 1 $0 1
Afl: Essendon Vs Hawthorn 0 ADS10 Sat 8:01 PM 8:01 PM $0 $0 1 $0 1
Movie: Snatch 0 ADS10 Sat 11:12 PM 11:12 PM $0 $0 1 $0 1
Total ADS10 $0 7 $0 1 1 2 2 1
Supernatural 0 ATV10 Sun 10:33 PM 10:33 PM $0 $0 1 $0 1
Flight of the Conchords 0 ATV10 Sun 11:13 PM 11:13 PM $0 $0 1 $0 1
Afl: Melbourne Demons Vs Collingwood Magpies 0 ATV10 Mon 5:21 PM 5:21 PM $0 $0 1 $0 1
Total ATV10 $0 3 $0 2 1
Movie: With Friends Like These 0 NEW10 Sun 12:13 AM 12:13 AM $0 $0 1 $0 1
Supernatural 0 NEW10 Sun 10:23 PM 10:23 PM $0 $0 1 $0 1
Flight of the Conchords 0 NEW10 Sun 11:12 PM 11:12 PM $0 $0 1 $0 1
Big Brother: Big Mouth 0 NEW10 Mon 10:25 PM 10:25 PM $0 $0 1 $0 1
Total NEW10 $0 4 $0 3 1
Flight of the Conchords 1.38 TEN10 Sun 11:13 PM 11:13 PM $0 $0 1 $0 1 1.38
M Racing: Motogp 0.56 TEN10 Mon 1:02 AM 1:02 AM $0 $0 1 $0 1 0.56
Afl: Melbourne V Collingwood 1.7 TEN10 Mon 2:44 PM 2:44 PM $0 $0 1 $0 1 1.7
Afl: Melbourne V Collingwood 1.87 TEN10 Mon 3:24 PM 3:24 PM $0 $0 1 $0 1 1.87
Big Brother 4.96 TEN10 Mon 10:24 PM 10:24 PM $0 $0 1 $0 1 4.96
Movie: About A Boy 2.68 TEN10 Fri 10:00 PM 10:00 PM $0 $0 1 $0 1 2.68
Total TEN10 $0 6 $0 1 2.19 1 4 10.95
28
Movie: With Friends Like These 0 TVQ10 Sun 12:13 AM 12:13 AM $0 $0 1 $0
Movie: Snatch 0 TVQ10 Sun 12:19 AM 12:19 AM $0 $0 1 $0
Crime Files 0 TVQ10 Sun 1:21 AM 1:21 AM $0 $0 1 $0
Supernatural 0 TVQ10 Sun 10:32 PM 10:32 PM $0 $0 1 $0
Flight of the Conchords 0 TVQ10 Sun 11:07 PM 11:07 PM $0 $0 1 $0
Afl: Melbourne V Collingwood 0 TVQ10 Mon 2:44 PM 2:44 PM $0 $0 1 $0
Afl: Melbourne V Collingwood 0 TVQ10 Mon 3:24 PM 3:24 PM $0 $0 1 $0
Big Brother 0 TVQ10 Mon 10:04 PM 10:04 PM $0 $0 1 $0
Late Show With David Letterman 0 TVQ10 Mon 11:43 PM 11:43 PM $0 $0 1 $0
The Late Show With David Letterman 0 TVQ10 Wed 11:51 PM 11:51 PM $0 $0 1 $0
Everybody Loves Raymond 0 TVQ10 Thu 12:23 AM 12:23 AM $0 $0 1 $0
The Late Show With David Letterman 0 TVQ10 Thu 11:49 PM 11:49 PM $0 $0 1 $0
Afl: Essendon V Hawthorn 0 TVQ10 Sat 8:25 PM 8:25 PM $0 $0 1 $0
Afl: Essendon V Hawthorn 0 TVQ10 Sat 9:56 PM 9:56 PM $0 $0 1 $0
Afl: Essendon V Hawthorn 0 TVQ10 Sat 10:16 PM 10:16 PM $0 $0 1 $0
Afl: Essendon V Hawthorn 0 TVQ10 Sat 10:24 PM 10:24 PM $0 $0 1 $0
Movie: With Friends Like These 0 TVQ10 Sat 11:12 PM 11:12 PM $0 $0 1 $0
Movie: With Friends Like These 0 TVQ10 Sat 11:37 PM 11:37 PM $0 $0 1 $0
Total TVQ10 $0 18 $0
Total Television $0 38 $0
29
Appendix 4
Aqx Burst Report MTV
: Burst Report* Applied
Data Entitlements :
Period : 6/01/2008 - 3/01/2009
Data Types : Burst Bar, Burst $(000's), Burst #, Burst GRP (TTLPPL), Column $(000's), (More...)
Query Style : ¼ hour, Consolidated, RTV-Sub Market
Dictionary : Selection Made
Media : Selection Made
Grand Total Jan-08 Feb-08 Mar-08 Apr-08
06 13 20 27 03 10 17 24 02 09 16 23 30 06 13 20 27
Johnnie Walker Black Label Scotch
Burst Bar
Burst $ 84 70 14
Burst # 54 32 22
Burst GRP (TTLPPL) 0 0 0
Week $ 84 8 13 27 22 6 3 5
Week # 54 3 7 15 7 5 8 2 1 6
Week GRP (TTLPPL) 0 0 0 0 0 0 0 0 0 0
Burst Average $ 2 17 3
Burst Average # 1 8 4
Burst Average GRP (TTLPPL) 0 0 0
Johnnie Walker Corp
Burst Bar
Burst $ 510
Burst # 548 46
Burst GRP (TTLPPL) 0 0
Week $ 510
Week # 548 16 6 4 5 8 3 4
Week GRP (TTLPPL) 0 0 0 0 0 0 0 0
Burst Average $ 10 0
Burst Average # 11 7
Burst Average GRP (TTLPPL) 0 0
30
Johnnie Walker Red Label Sctch
Burst Bar
Burst $ 707 59 432 216
Burst # 474 37 231 206
Burst GRP (TTLPPL) 0 0 0 0
Week $ 707 58 1 82 84 83 66 59 57 72 32 56 25 6 25
Week # 474 35 2 56 44 42 27 43 19 38 51 51 28 13 25
Week GRP (TTLPPL) 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Burst Average $ 14 30 72 36
Burst Average # 9 19 39 34
Burst Average GRP (TTLPPL) 0 0 0 0
$ 1,300 58 1 82 84 91 79 86 79 6 3 5 72 32 56 25 6 25 35 19 20 75 166 114 81
Grand Total # 1,076 35 18 6 60 49 53 37 62 26 5 8 2 1 6 38 51 51 28 13 25 11 82 68 45 123 99 74
GRP (TTLPPL) 0 0 0 0 0 0 0 0 0 0 00000 0 0 0 0 0 0 0 0 0 0 0 0 0
31
Appendix 5
Report: Jun 2008, 08 x Burst $
Media Type: Metropolitan Television
Filters: No Filters Applied
Dictionary: Johnnie Walker Black Label Scotch, Johnnie Walker Corp, Johnnie Walker Red Label & Cola, Johnnie Walker Red Label Sctch, Johnnie Walker Sc
Media: Metropolitan Television, Regional Television, Metropolitan Press, Regional Press, Magazines, Metropolitan Radio, Online, Cinema, Out of Ho
Period: 1/06/2008 - 5/07/2008 Metropolitan Television
Description Media Key Number Date Day Time Duration Program
PIB NIB TTLPPL
Johnnie Walker Red Label SctchNEW10 DDJ1384302 2008-6-9 Monday 22:25:13 5 7 30 Big Brother: Big Mouth 3.5
Johnnie Walker Red Label SctchNEW10 DDJ1384302 2008-6-8 Sunday 0:13:31 3 5 30 Movie: With Friends Like These 0.5
Johnnie Walker Red Label SctchNEW10 DDJ1384302 2008-6-8 Sunday 23:12:27 1 4 30 Flight of the Conchords 2.1
Johnnie Walker Red Label SctchTEN10 DDJ1384302 2008-6-9 Monday 14:44:47 5 8 30 Afl: Melbourne V Collingwood 1.7
Johnnie Walker Red Label SctchTEN10 DDJ1384302 2008-6-9 Monday 15:24:01 5 7 30 Afl: Melbourne V Collingwood 2
Johnnie Walker Red Label SctchTEN10 DDJ1384302 2008-6-9 Monday 22:24:29 3 6 30 Big Brother 5.6
Johnnie Walker Red Label SctchATV10 DDJ1384302 2008-6-8 Sunday 22:33:09 5 8 30 Supernatural 3.3
Johnnie Walker Red Label SctchATV10 DDJ1384302 2008-6-8 Sunday 23:13:44 4 5 30 Flight of the Conchords 1.8
Johnnie Walker Red Label SctchATV10 DDJ1384302 2008-6-9 Monday 17:21:49 5 7 30 Afl: Melbourne Demons Vs Collingwood Magpies 12.7
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-5 Thursday 0:23:36 3 7 30 Everybody Loves Raymond 0.4
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-7 Saturday 20:25:18 4 8 30 Afl: Essendon V Hawthorn 2.4
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-7 Saturday 21:56:37 5 9 30 Afl: Essendon V Hawthorn 1.5
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-7 Saturday 22:16:04 5 6 30 Afl: Essendon V Hawthorn 1
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-7 Saturday 22:24:34 4 6 30 Afl: Essendon V Hawthorn 1
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-7 Saturday 23:12:48 6 7 30 Movie: With Friends Like These 0.6
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-7 Saturday 23:37:43 5 7 30 Movie: With Friends Like These 0.1
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-8 Sunday 0:13:30 5 6 30 Movie: With Friends Like These 0.2
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-8 Sunday 1:21:35 2 4 30 Crime Files 0.7
Johnnie Walker Red Label SctchTEN10 DDJ1384302 2008-6-9 Monday 1:02:14 4 8 30 M Racing: Motogp 0.6
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-8 Sunday 23:07:11 4 4 30 Flight of the Conchords 1.5
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-9 Monday 14:44:47 5 7 30 Afl: Melbourne V Collingwood 1.9
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-9 Monday 15:24:01 5 7 30 Afl: Melbourne V Collingwood 1.7
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-9 Monday 22:04:30 3 8 30 Big Brother 2.4
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-9 Monday 23:43:54 2 2 30 Late Show With David Letterman 0.8
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-11 Wednesday 23:51:35 2 2 30 The Late Show With David Letterman 0.5
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-12 Thursday 23:49:17 2 3 30 The Late Show With David Letterman 0.9
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-15 Sunday 0:19:09 2 7 30 Movie: Snatch 1
Johnnie Walker Red Label SctchADS10 DDJ1384302 2008-6-6 Friday 22:12:44 4 7 30 Movie: About A Boy 3.3
Johnnie Walker Red Label SctchADS10 DDJ1384302 2008-6-7 Saturday 20:01:53 3 7 30 Afl: Essendon Vs Hawthorn 6.9
Johnnie Walker Red Label SctchADS10 DDJ1384302 2008-6-8 Sunday 22:21:55 3 8 30 Supernatural 5.4
Johnnie Walker Red Label SctchADS10 DDJ1384302 2008-6-8 Sunday 23:13:28 4 5 30 Flight of the Conchords 2.9
Johnnie Walker Red Label SctchADS10 DDJ1384302 2008-6-9 Monday 14:14:18 4 8 30 Afl: Melbourne V Collingwood 6.8
Johnnie Walker Red Label SctchADS10 DDJ1384302 2008-6-9 Monday 23:43:24 1 3 30 The Late Show With David Letterman 1.3
Johnnie Walker Red Label SctchADS10 DDJ1384302 2008-6-14 Saturday 23:12:23 4 7 30 Movie: Snatch 3
Johnnie Walker Red Label SctchTEN10 DDJ1384302 2008-6-8 Sunday 23:13:28 3 4 30 Flight of the Conchords 2
Johnnie Walker Red Label SctchTVQ10 DDJ1384302 2008-6-8 Sunday 22:32:24 3 8 30 Supernatural 4.5
Johnnie Walker Red Label SctchTEN10 DDJ1384302 2008-6-6 Friday 22:00:46 4 7 30 Movie: About A Boy 2.4
Johnnie Walker Red Label SctchNEW10 DDJ1384302 2008-6-8 Sunday 22:23:40 7 8 30 Supernatural 3.8
Grand total 38 ### 94.7
32
Appendix 6
The New York campaign involved a wide range of art related communication activities.
The brand-related works of art were created by two British artists and showed in the galleries
to let people know the long and excellent history of Johnnie Walker. Besides, the company
sponsored about 100 gallery openings and events in New York, as well as private gallery
parties in Chicago and Los Angeles (Darcy, 2010).Furthermore, an integrated communication
campaign that includes print, out-of-home, public relations and P-O-P and merchandising
consistently displayed the tagline: "For those who know what to look for” (Darcy, 2010). This
campaign has achieved great success in the US. According to the company spokesman, sales
volumes increased 25%-30% in December compared to the same period a year earlier, while
in New York, where most of the campaign has taken place, sales volumes grew by 49% in just
two months after the campaign started. (Hilton, 2007).
33
Appendix 7
Another Blue Label successful campaign was in Dubai airport between December 2007
and January 2008. Johnnie Walker offered Blue Label purchasers a chance to win a
Mercedes-Benz SL600, which attracted a record number of entries in Dubai airport (Adam,
2008).
Blue label also uses specific designed gift packs to promote its image, such as the 2010
gift pack that includes a numbered bottle and two crystal glasses made by Scottish crystal
maker Glencairn draped in a satin-touch fabric dubbed Ottoman (Packaging News, 2010).
Blue Label is also involved in charity events, such as the 2007 charity dinner and auction,
held at the Shangri-La Hotel in Singapore where benefices were given to the Singapore Red
Cross (The Business Time, 2007).
Johnnie Walker also sponsors a regular golf event “Johnnie Walker Championship”
(MacVicar, 2007). At the same time, Johnnie Walker has sponsored and held another golf
event called "the Johnnie Walker Blue Label Trophy", which will be played out between
seven of Australia’s top golf clubs and provides participants a unique opportunity to win the
exciting prize of a golfing clinic with legend Greg Norman. The tournament will be held
across the Asia-Pacific region with countries including China and Korea holding local events
(Iseekgolf, 2010).
Jonnie Walker has also been sponsoring Formula One team McLaren-Mercedes since
2005. A responsible drinking campaign has been created and a wide range of high profile
activities involving the team have been conducted since 2005, helping the brand to establish
the reputation of a responsible company (formula one, 2010) .
34
