Asahi Beer: Turn On The Night by Mike Alfaro

Table of Contents Executive Summary Research Objectives and Strategy Industry Analysis Creative Objectives and Strategy Brand Positioning Eclipse Size Creative Vision Creative Executions Viral Promotions Eclipse Party Sales Promotions Media Objectives and Strategy Media Schedule Budget Evaluation

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Executive Summary This book should be read at night, for this campaign was born from the night. When Japan concerns itself with the worries of day, in America the Asahi night has just begun. So do yourself a favor, and wait until the sun goes down, for the night will reward your patience. Now that the stars are your light, lets talk about Asahi.

Asahi beer has taken the globe by storm, becoming the #1 selling Japanese beer in the world, but in America, this brand has been unable to translate its powerful brand into market share. Through extensive market research Agency 35 has discovered that Asahi beer has extremely low brand recognition. We see this as an opportunity to rebrand and reposition Asahi in order to successfully reintroduce it into the American market. Our research also allowed us to define and select Asahi’s most profitable target market: The New Creative Class. We then segmented the New Creative Class into two submarkets: The Experience Seekers (21-25) & The Quality Seekers (26-34). From here we created a positioning statement that guided all of our branding initiatives and sales promotions. Our positioning statement: Asahi is the Premier Nightlife Beer of Choice.

With a guiding light for our campaign, Asahi needed a creative vision that resonated with our target market and effectively translated the brand message of Asahi. Our creative vision: Turn On the Night. Our Creative Vision expands into every single aspect of the campaign, from glow in the dark labels, to out-of-home executions that come alive once the sun goes down. It goes as far as to rebrand “Canzilla” into “Eclipse Size”, in order to appeal more to our consumers and address current market needs. Turn On The Night is a campaign that addresses all of Asahi’s needs and successfully repositions it in the American Market. So now that you have a small taste of the night, stay up late, for the Asahi night was not meant for slumber.

Research Objectives and Strategy Summary

Agency 35 set out to learn everything there is to know about beer and those who drink it. Through extensive research, we gained valuable insights to effectively identify and communicate with our target markets. Based on a combination of extensive secondary research, over 200 individual surveys and grueling taste tests, Agency 35 has identified our target market as the New Creative Class, a group of young individuals who value creativity and uniqueness. We then broke down the market further based on a combination of age and lifestyle choices. The two target markets are: • The Experience Seekers • The Quality Seekers

Based on primary research conducted with hand-selected members of these two subgroups, Agency 35 identified Asahi’s two main marketable elements that will appeal to members of the New Creative Class: • Asahi is Japanese: a unique and vibrant culture • Asahi is an imported beer: great taste and quality

Objectives

To effectively communicate with our target markets and increase Asahi’s brand health in the United States, this campaign aims to: • Raise awareness and brand recognition of Asahi • Increase consumption of Asahi beer • Successfully introduce the “Canzilla” can

Industry Analysis Industry

In a market where beer trends are constantly changing, Agency 35 paid special attention to the imported beer category. According to secondary research, imported beers have been on a steady rise over the past few years, especially amongst younger groups (but old enough to legally drink, of course). The import category sold nearly 13.9% share of barrelage in 2006, which is up more than 3% from 2001, and in 2006 alone it saw a growth of 12%. Domestic beers and premiums on the other hand have seen a slight decline since 2001. However, Anheuser-Busch is still considered the king of beers when it comes to its vast market share across the United States, due in part to a new popularity in lighter beers.

When it comes importers, countries like Mexico, Canada, and the Netherlands reign supreme here in the United States while Japan pulls in at lowely number seven on the list of top importers. According to primary research, this is because Japanese beer is mostly consumed in Japanese restaurants whereas other imports are enjoyed on a day-to-day basis.

"Research is the name given the crystal formed when the nigh ts worry is added to the day's sweat." Martin H. Fischer 4

Competitive Analysis Competitive

Asahi beer is a brand with very little name recognition looking to break into the American beer market. However, it faces many competitors from both the import category as well as the Japanese beer category.

Imported Beer

Heineken enjoys huge name recognition and savvy consumers see it as a beer with superior “taste” and “quality” according to primary research and hold almost 4% share of the entire US beer market (both domestic and imported) and 18.6% of the import market share. Corona, the best selling import beer with 27.4% market share, also enjoys immense name recognition here in the United States and has recently switched from being perceived as just a Mexican beer enjoyed only with Mexican Food to an everyday beer. According to primary research, Corona was identified as a favorite (33%) and consumed the most (26.1%) amongst The New Creative Class surveyed.

Japanese Beer

Nearly a quarter of respondents acknowledged that they had never heard of Asahi before and even more respondents have never consumed Asahi. Those surveyed were far more familiar with Kirin Ichiban and Sapporo, thus leading us to conclude that the “number one beer in Japan” carries no meaning here in the United States. It is necessary to recognize these competitors based on their direct head to head competition with Asahi in Japanese restaurants where consumers are only offered Japanese beer brands. As for market share, Sapporo is the number one imported Japanese beer in the US while Kirin maintains healthy brand awareness amongst American consumers.

Market Segments Agency 35â&#x20AC;&#x2122;s target market consists of the New Creative Class which has been segmented into a primary and secondary target market. The New Creative Class makse up approximately 42% of the U.S. workforce and consists of both men and women from the ages of 21-34 who primarily live in urban areas in order to stay connected. These individuals add economic value to society through their creativity and transcend through all social structures. They generally do not place an emphasis on concrete property, but rather an emphasis on their creative capacity. They live for the â&#x20AC;&#x153;experienceâ&#x20AC;? rather than tangible objects and value individuality, self-statement, diversity, and openness.

The Experience Seekers The Quality Seekers Primary Market New Creative Class (21-25)

Secondary Market New Creative Class (26-34)

The Experience Seekers are young individuals that socialize primarily at nighttime, and seek new and different experiences. They live in urban areas in order to stay connected to current trends and cultures. They have a passionate lifestyle often involving an appreciation for creativity that they experience through various outlets in their lives including entertainment, art, food, and technology. The Experience Seekers appreciate and are open to trying new and different experiences, and seek the thrill in these experiences.

The Quality Seekers are sophisticated individuals that also socialize primarily at nighttime and seek creative, quality experiences. Like the Experience Seekers, the Quality Seekers also value creativity and express it through various outlets in their lives: entertainment, art, food, and technology. Unlike the Experience Seekers, Quality Seekers appreciate both creativity and quality rather than just new and exciting experiences.

"For the happiest life, rigorously plan your days, leave your nigh ts open to chance." Mignon McLaugh lin

S.W.O.T. Analysis Strengths

Weaknesses

• 66% of consumers believe that the taste of a beer is the most important quality (primary research)

• 93% of consumers have only had Asahi in a restaurant (primary research)

• Crisp, clean taste that is light

• #1 Japanese beer sold globally • Imported beers are popular amongst target markets

Opportunities

• Very little brand recognition in US which gives us an opportunity to reinvent the brand • Within our target market, imported beer is preferred over domestic beer

• Seen as “sushi beer” and nothing else

• Little to no distribution in the US • Only sold in small volume grocery stores (i.e. Trader Joe’s)

Threats

• Other imports with better name recognition and brand awareness • Japanese beers: Sapporo and Kirin • Other imports: Heineken and Corona

• Position Asahi as a beer that enhances the nighttime experience • Japanese culture is seen as “new,” “fresh,” and “advanced” amongst target market 7

Target Market Profiles The Experience Seeker

The Quality Seeker

Brand Insigh ts Through extensive primary and secondary research, Agency 35 discovered three major brand insights that are synergistic with one another:

The New Creative Class prefers imported beers

When asked about imported beer, respondents used words like “high quality,” “classy,” and “different” and 66% noted that taste is the most important quality when selecting beer. Because Asahi is an imported beer with a superior taste, it has the ability to appeal to the New Creative Class, a market that values quality.

Imported beers are consumed more at night in bars and clubs by the New Creative Class Based on extensive primary research, the New Creative Class consumes far more imported beer versus any other kind of beer while “out and about” at both clubs and bars during the night. They value nightlife and see it as an important opportunity to connect with others, and participate in exciting and quality experiences late into the night. Based on this key insight, all marketing executions and promotions will emphasize and be carried out at night in unconventional ways to connect with the New Creative Class.

An association with Japan is an opportunity to brand nighttime experiences Agency 35 realizes that Asahi is seen primarily as a Japanese beer often paired with Japanese food and consumed solely in restaurants. Because of this finding, a special emphasis was placed on primary research to understand how the New Creative Class perceives both Asahi and Japanese culture. When asked about Japan, respondents used positive words such as “new,” “fresh,” and “different.” Agency 35 thus determined that branding Asahi with the essence and energy of Japanese culture, rather than an obvious association, would effectively result in a clear and concise message that resonates with this savvy audience. In essence, the association with Japanese culture is an opportunity to brand the highly valued nighttime experiences of the New Creative Class rather than something to shy away from. The energy and essence of Japan will set Asahi light years apart from the beers of Holland and Mexico.

Creative Objectives and Strategy Objectives

Strategy

• Increase brand awareness and consumption

• Translate the Asahi brand into the American market by branding Asahi focusing not on Japan, but rather on the essence and energy of Japan

• Effectively translate the Asahi brand to the American market

• Communicate messages that resonate with the New Creative Class and encourage brand ownership

"Nigh ttime is really the best time to work. All the ideas are there to be yours because everyone else is asleep." Catherine O'Hara

We will reach our objectives by implementing these strategies:

• Communicating the Asahi message in new, fresh, and unexpected ways to connect with the New Creative Class • Own the concept of Night within the consumer’s mind in order to increase brand awareness and consumption

Brand Positioning “Asahi is the Premier Nightlife Beer of Choice” Asahi is not just another beer; it’s the catalyst for your best night. By expanding the concept of night throughout all of our branding activities we can relevantly differentiate ourselves from other imports, while still maintaining our Japanese heritage. Asahi can own the concept of night and infuse it with the energy and vibrant life of Japan, all while relevantly appealing to the American market. But the Night will not only be referred to as a time of day, but rather as an unseen entity that will be ever-present throughout all of our communications. The Night will become a Goddess channeled through Asahi Beer.

"Mind and Nigh t will meet, though in silence, like forbidden lovers." Phillip James Bailey

Packaging To better reflect our brand positioning, the night will be included throughout the entire Asahi brand, beginning from our most important branding attribute: Our product packaging. Since most of our branding initiatives will take place at night, we need maximum brand visibility.

The Solution

give our Asahi Label the ability to glow in the dark.

Our new glow in the dark packaging will allow us to: â&#x20AC;˘ Gain maximum brand visibility, thus increasing brand recognition and consumption. â&#x20AC;˘ Create a memorable brand encounter that will position us in the minds of consumers as the premier nightlife beer of choice. â&#x20AC;˘ Attract consumers to try our product and share the experience with their friends, creating positive word-ofmouth and PR.

Eclipse Size At the beginning of our research, we discovered that the name “Canzilla” had many negative connotations about Japan that do not correctly reflect the energy and essence that the Asahi Brand possesses. That is why Agency 35 recommends that “Canzilla” be renamed “Asahi Eclipse Size”. Why Eclipse Size? Well, its so big it blocks out the sun. Eclipse Size allows Asahi to: • Create synergy between all products using the concept of Night. • Open opportunities for branding initiatives and sales promotions that only Asahi can own. • Create positive brand associations that reflect the Asahi brand positioning strategy.

Creative Vision “Turn on the Night”

Turn on the Night is the vision that will guide all of our creative executions. It will transform the night from a time of day, to a living, breathing, everchanging entity that responds to the Asahi touch. Asahi Beer turns on the night, and so by drinking Asahi, one has the night by one’s side. And when you have the night on your side, anything is possible.

Turn on the Night allows Asahi to:

• Position Asahi beer as the premier nightlife beer of choice within our target market’s mind. • Infuse Asahi with sexy and appealing connotations that effectively catch our target market’s attention and communicate messages that resonate with their personas. • Position the “Night” as a loyal companion to the Asahi Brand.

"I often think that the nigh t is more alive and more rich ly colored than the day." Vicent Van Gogh 14

Tagline: “Turn on the Night”

Our tagline reinforces all of our executions and its repetition within all creative will help reposition Asahi as the premier nightlife beer of choice.

Copy Tone: Passionate and Descriptive

Our target market is very open to new ways of expression, and our ads will intrigue them with passionate dreamlike descriptions of night and nightlife experiences. We do this by: • Delivering sexy and enticing messages that romance our audience. • Referring to the night as a living entity. • Using descriptive and tasteful language that paints a mental picture of Asahi and the Night.

Creative Vision Art Direction

Our imagery will be as poetic as our Copy Tone, creating an emotional state of mind when viewing our creative executions. We do this by: • Choosing imagery that is highly stylized and energetic, reflecting the feeling of an Asahi Night. • Creating sensual undertones in tasteful and creative visual metaphors for the night. • Crafting a timeless image for Asahi, where the viewer can’t differentiate from past, present, or future settings, yet still remaining modern and appealing to our audience.

Mandatories

The following will appear in all executions: Asahi Logo “Turn on the Night” Tagline Asahi Bottle or Can www.asahibeerusa.com

Longevity

Our messaging and imagery will read like a never-ending story, infinite like the night sky, allowing the campaign to stand the test of time. Our creative can easily: • Translate into different media for different target segments. • Adjust to the whole range of Asahi products and new future introductions. • Crossover into different languages and countries (i.e. “Prende la Noche” for our Spanish speaking audience).

Print Print Ad #1: The Dream (Full Page 4 Color (4/4) Bleed)

Design Justification Bright streaks of light create movement and channel the energy of the Asahi essence.

Dark background color creates a sense of night. Hand-written font creates a personable tone that mirrors the poetic nature of the copy. Horizon Line draws the eye in to the Asahi Logo and Tagline Logo and Tagline position remains the same throughout all executions to increase brand recognition.

Print Print Ad #2: The Dance (Full Page 4 Color (4/4) Bleed)

Print Ad #3: The Music (Full Page 4 Color (4/4) Bleed)

Outdoor Our outdoor creative executions will put a twist on the traditional outdoor by utilizing the concept of night. Here are some examples:

Transit Stops

Our transit stop billboards will allow us to reach the creative class while they are out and about. When the sun goes down, the lights from the transit stop give our ads a special glow visible only during the night.

"Nigh t is a world lit by itself." Antonio Porchia

Outdoor Billboards

For a more dramatic effect, our billboards will look a certain way during the day, creating intrigue amongst our viewers. But at night, the true message will be revealed. This specific execution advertises our new glow in the dark labels for Asahi.

Commercial Premise: A series of visual metaphors that represent the many aspects of an Asahi night, narrated by a male voice over. Background Music: The Last Symphony by Data

:Tonight was different

:I felt it on the touch of her lips

:And the way she moved all around me

:The way she played with my senses

:Because she knew I was watching her

:It’s a funny thing when you’ve got the night by your side

:Anything’s Possible

:Asahi. Turn on the Night

Banner and Web Site Takeover Banner Ads

Web site Takeover

Web Site Redesign Objectives

â&#x20AC;˘ Help rebrand Asahi to the American Market in a way that is relevant to them and reflects the surprising energy and freshness that is Asahi. â&#x20AC;˘ Implement brand new applications and activities that fully submerge our target market into an Asahi night, while providing relevant information and product attributes. â&#x20AC;˘ Reflect the creative vision of Turn on the Night and present it in an engaging and entertaining way. Following the call to action on all of our creative executions, consumers will be redirected to the refreshed Asahi Web site, where they will have the opportunity to experience the Asahi Brand online. The Asahi Web site includes a new user interface that allows consumers to literally be in control of the Asahi universe. Our home page contains prominent links to all of our Asahi destinations, which include our products, event links, special promotions, and a brand new widgets section. 22

Widget Our brand new widgets section will help Asahi communicate directly with the New Creative Class, which spend a lot of their media consumption time online. Our widgets and applications will work on oneâ&#x20AC;&#x2122;s computer dashboard or on social networking sites such as Facebook.com. Some of our widgets include:

Nightbulb

The nightbulb is a light bulb that lights up whenever there is a specific announcement, promotion, or event that is relevant to the specific user, such as a secret party near their area.

Share the Night

This countdown clock lets users know how much time is left before eclipses occur and our parties happen. It raises hype and will also allow us to provide special announcements, DJ downloads, and secret promotions to the people that download it.

Eclipse Countdown

This specific application allows our market to create their own interactive slideshow that represents their night. Users will be able to upload their own pictures and select music and effects to add to their slideshow. The slideshow will reflect the feel of our TV and Online Streaming spots.

Promotions Objectives

Our promotions will provide the tangible social outlet the New Creative Class desires and will encompass the Japanese essence to sustain a positive brand experience. They will span the full length of the campaign with a concentration on the front end.

Asahi Cities

We will attain these goals through:

Asahi Cities include:

Encouraging brand trials at the Los Angeles and New York City lunar eclipse parties Provide fully branded Asahi experiences through our eight Club4Climate parties Raise awareness amongst target market Trip to Japan Sweepstakes

Our 10 promotional parties will take place in the Asahi Cities. They are 10 of the top 15 cities with a high creativity index and thus a large percentage of our conveted New Creative Class. Geography was also taken into account so that we received the greatest amount of coverage acroos the United States. Los Angeles San Fransisco Seattle Denver Houston Chicago Atlanta Boston New York Minneapolis/St. Paul

Eclipse Party To celebrate the renaming of “Canzilla” to “Eclipse Size,” two Eclipse Parties will be thrown during the two lunar eclipses set to hit both the east and west coast. These parties will be held in Los Angeles and NYC, two cities with a high concentration of the New Creative Class. To get an idea of what an Eclipse Party will be like, here is an example of the Eclipse Party in L.A.

The Los Angeles Eclipse Party will be held on July 7th, 2009 at the Shrine Expo center in the heart of the city. Free Asahi Eclipsesize cans will be readily available for all guests. Asahi will partner with Nitrus Entertainment, a live event production company that specializes in big scale youth events, and internationally known DJs will play at the event. Interactive Light Graffiti will be placed outside of the venue and Street Team Photographers will photograph guests, in turn encouraging participants to log on to the Asahi Web site where photos will be available for download. 25

Turn On The Nigh t Party On a smaller scale, “Turn on the Night” parties will take place in smaller venues and will feature popular resident DJ’s. Each party will take place in eight of the 10 Asahi Cities.

Calendar

September 12th, 2009: San Francisco October 10th, 2009: Boston November 14th 2009: Houston February 27th 2010: Atlanta March 27th 2010: Seattle April 17th 2010: Chicago May 22nd 2010: Denver June 12th 2010: Minneapolis/St. Paul

For each of these events, Asahi will partner with Club4Climate, a London based nightclub that utilizes an energysaving dance floor that will also be featured at each Turn on the Night party. These spring-filled dance floors use piezoelectricity (the production of electrical currents from the crushing of crystal blocks beneath the floor’s surface) to create renewable energy for the party’s lights and music. These parties will allow participants to literally “turn on the night” by dancing while they enjoy and connect with the Asahi brand.

Sweepstakes and Budget Sweetstakes

As part of Agency 35’s promotional strategy, a sweepstakes will be offered to the New Creative Class. Participants will be given the opportunity to win a twoperson one-week trip to Tokyo, Japan on December 31st to witness the very rare Solar Eclipse by downloading the Asahi “Night Bulb” Widget to their dashboards. This will create a buzz within the New Creative Class will solidify our branding strategy by emphasizing nighttime experiences amongst the New Creative Class while increasing the use of the Night Bulb widget.

Sales Managers and Street Team Asahi’s market distribution has deteriorated and can only be seen in small volume grocery stores or specialty liquor stores. To balance our pull strategy we’ll hire six regional sales managers to implement a push strategy. This will allow us to meet the expected demand and have more distribution outlets. More emphasis will be placed on nightclubs, bars and lounges but not forgetting grocery stores. The regional sales managers will also create and oversee the Asahi street teams. The street teams will be in place one week prior to Eclipse and Turn On the Night parties in order to promote the event. They will distribute posters, flyers and “swag”. At the parties they will hand out prizes, take photos and film and directing the New Creative Class to the Asahi Web site. Content will later be posted to the Asahi Web site where the New Creative Class can download, share and post themselves.

Point of Purchase and Budget Point of Purchase

After gaining on our market distribution weâ&#x20AC;&#x2122;ll create the night in Asahi branded coolers. Regular fluorescent tubes will be replaced with black lights making the new asahi logos glow brighter than the rest. Consumers will be able to reach into the night and take an Asahi with them.

Promotions Budget

After the Eclipse parties, Club4Climate promotion party, sweepstakes and Sales Promotions this section only accounts for 14% of the budget. See breakdown below.

Promotions Budget Sales/Street Team Eclipse Party (2) Turn on The Night (8) Eclipse Japan Interactive Development Total

$400,000 $1,500,000 $2,142,500 $7,500 $150,000 $4,200,000

Media Objectives and Strategy For media purposes, it is important to note that the primary and secondary markets are synergistic with one another. They are better defined by engagement than chronological age. For instance, a 34 year-old can still be living the lifestyle of an experience seeker. Advertising geared towards Experience Seekers will reach Quality Seekers and vice versa, which is why promotions and creative executions will resonate with both audiences.

Target Audience

Primary Market: Experience Seekers, Members of the Creative Class ages 21-25 Secondary Market: Quality Seekers, Members of the Creative class ages 26-34

Schedule

Agency 35 will implement a pulsing media schedule that includes a promotional calendar beginning June 1, 2009 and carried through May 31, 2010. The campaign will begin with a strong push for the first three months to successfully relaunch the brand, and will encompass the two Eclipse parties. Throughout the rest of the year a special emphasis will be placed on the weeks leading up to promotions in the Asahi Cities.

Geography

The campaign will implement a national strategy and will include internet and magazine placements. On a local level, ten cities (the Asahi Cities) throughout the country have been strategically selected based on high creative class index to carry out individual promotions. This localized strategy that includes television, outdoor and radio will allow us to specifically target the New Creative Class in the areas they are most concentrated.

Reach

Achieve a minimum goal of 75% for each 4-week period of advertising. We will achieve this goal through a combination of magazines, Internet and some outdoor advertising.

Frequency

Achieve a minimum goal of 12 for each 4-week period of advertising. Local outdoor, radio, and cable placements will help us to reach this goal.

Budget

Our media budget will be 70% of the total allotment coming in at $21 million.

Media Print

Magazines are a great opportunity to reach the New Creative Class because they are very heavy consumers of this particular medium. Our Full Page 4C placements will help engage our target markets nationwide and will increase brand awareness through reach and frequency. We have selected eight highly ranked publications with a reasonable CPM among the New Creative Class. As for scheduling, a special emphasis will be placed on July and December, one month into the campaign and again half way through. Throughout the month of July when the largest promotions occur, ads will be placed in a total of 6 publications. During our sweepstakes month or December, ads will be placed in five publications in order to take advantage of the holiday season when consumers pay more attention to advertisements.

Outdoor

Outdoor placements can be cost effective while building frequency and brand awareness amongst our target markets. Outdoor media vehicles will be placed in the Asahi Cities and will include digital billboards and Transit shelters. This outdoor strategy will catch the New Creative Class while theyâ&#x20AC;&#x2122;re out and about. The digital billboards and transit shelters will have a combined showing of 50 in each market per 4-week advertising period. The weeks will be scattered, alternating between each placement among the Asahi Cities for a total of 24 weeks.

Radio

Radio is a cost effective medium that will allow for higher frequency and will encourage recall of other ads. The busy lifestyles of the New Creative Class requires a time commitment in their cars or at work, thus offering them time to listen to radio. The radio strategy will emphasize promotions with a 30-second spot that will air in the Asahi Cities two weeks prior to each promotion in order to increase awareness and encourage attendance.

Media Television

Television is still the most heavily viewed vehicle amongst all audiences and will allow for a high frequency. The television strategy will engage audiences with our creative and intriguing 30-second spot and will air on 5 of the highest-ranking cable networks among the New Creative Class during prime time and late night time frames when they are still awake. In order to most efficiently stretch the budget across various mediums, cable spots will be limited to the Asahi Cities prior to promotions and at the launch of the campaign. Cable spots airing on Showtime are also limited for budgetary reasons while the general audience spots will have two four-week advertising periods spread out throughout the campaign.

Internet

The internet is seen as a lifeline amongst the New Creative Class. Their social lives, work and entertainment all rely on it, thus making the internet one of the most commonly used vehicles. The online placements will include streaming online ads and traditional placements like banner ads, wide skyscrapers, rectangles, and prestitials. The same 30-second television spot will be placed on streaming online video sites while the busy New Creative Class catch up on their favorite shows. Our more traditional Internet executions will be on the top 13 ranking websites, which also include websites of selected magazine and cable networks.

Media Print Publication Blender Maxim The Economist Wired

Circulation Coverage Composition Index CPM 900,000

65.2

2.3

253 100

2,548,610

59.9

15.2

259

720,882

33.5

140

Rate

Insertions

Total

$90,804

$635,628

$223,337

$1,116,685

$50,900

$407,200

706,494

38.9

1.3

142

$65,854

$395,124

In Touch Weekly

1,271,354

52.4

6.3

211

$95,960

$863,640

Lucky

1,153,309

44.2

2.1

182

$87,799

$526,794

Cosmopolitan

2,902,797

43.5

16.3

200

$185,000

$925,000

In Style Weekly

1,723,840

41.7

6.6

161

$122,952

$737,712

Outdoor Market

Los Angeles

50 Showing # of Months Total per $! Rate 225,000 6 $! 1,350,000 Month $! 150,000 6 $! 900,000

Chicago

75,000

6 $!

450,000

San Francisco

45,000

6 $!

270,000

Boston

40,000

6 $!

240,000

Atlanta

30,000

6 $!

180,000

Houston

30,000

6 $!

180,000

Seatle

20,000

6 $!

120,000

Minneapolis

20,000

6 $!

120,000

Denver

15,000

6 $!

90,000

New York

Total

$! 3,900,000

Media Radio Quarter 3

Month / Local Market

June/July LOS ANGELES

August NEW YORK

Daypart

Morning Drive Day Evening Drive Evening Total

1.5 1 1.3 1

52 20 52 6 130

35 20 40 6 101

2 2 2 2

879 780 946 427

$! 91,416 $! 31,200 $! 98,384 $! 5,124 $!226,124

Morning Drive Day Evening Drive Evening Total

1.5 1 1.3 1

52 20 52 6 130

35 20 40 6 101

2 2 2 2

950 787 955 352

$! 98,800 $! 31,480 $! 99,320 $! 4,224 $!233,824

1.5 1 1.3 1

52 20 52 6 130

35 20 40 6 101

2 2 2 2

668 589 743 275

$! 69,472 $! 23,560 $! 77,272 $! 3,300 $!173,604

September SAN FRANCISCO Morning Drive Day Evening Drive Evening Total

Quarter 1

Month / Local Market

January ATLANTA

February SEATTLE

March MINNEAPOLIS

# of Weekly Total SQAD Rating Total $$$ Spots per GRPs Weeks CPP Week

Daypart

# of Weekly Total SQAD Rating Total $$$ Spots per GRPs Weeks CPP Week

Morning Drive Day Evening Drive Evening Total

1.5 1 1.3 1

52 20 52 6 130

35 20 40 6 101

2 2 2 2

415 338 406 152

$! 43,160 $! 13,520 $! 42,224 $! 1,824 $!100,728

Morning Drive Day Evening Drive Evening Total

1.5 1 1.3 1

52 20 52 6 130

35 20 40 6 101

2 2 2 2

306 262 307 118

$! $! $! $! $!

Morning Drive Day Evening Drive Evening Total

1.5 1 1.3 1

52 20 52 6 130

35 20 40 6 101

2 2 2 2

197 182 213 116

$! 20,488 $! 7,280 $! 22,152 $! 1,392 $! 51,312

31,824 10,480 31,928 1,416 75,648

Quarter 4

Month / Local Market

April CHICAGO

May DENVER

Daypart

Rating

Morning Drive Day Evening Drive Evening Total

1.5 1 1.3 1

52 20 52 6 130

35 20 40 6 101

2 2 2 2

702 491 637 174

$! 73,008 $! 19,640 $! 66,248 $! 2,088 $!160,984

Morning Drive Day Evening Drive Evening Total

1.5 1 1.3 1

52 20 52 6 130

35 20 40 6 101

2 2 2 2

204 191 252 92

$! 21,216 $! 7,640 $! 26,208 $! 1,104 $! 56,168

Quarter 2

Month / Local Market

October BOSTON

November HOUSTON

# of Weekly Total SQAD Total $$$ Spots per GRPs Weeks CPP Week

Daypart

Rating

# of Weekly Total SQAD Total $$$ Spots per GRPs Weeks CPP Week

Morning Drive Day Evening Drive Evening Total

1.5 1 1.3 1

52 20 52 6 130

35 20 40 6 101

2 2 2 2

480 423 435 161

$! 49,920 $! 16,920 $! 45,240 $! 1,932 $!114,012

Morning Drive Day Evening Drive Evening Total

1.5 1 1.3 1

52 20 52 6 130

35 20 40 6 101

2 2 2 2

320 337 391 130

$! $! $! $! $!

33,280 13,480 40,664 1,560 88,984

Media

Cable Cable Type and Daypart

GRPs 4 Week Period Spots 4 Week Period

General Audience Prime Time & Late Night Per Network

184

460

Upscale Prime Time & Late Night Per Network

Local Area LA NY

MTV $ Comedy G4 $ per Adult Showtime per per Spot* $ $ per 344 Central $ 344 405 Swim405 410 Spot* Spot* per Spot* Spot* 100 100 100 100 100

San Francisco

Boston

125

Atlanta

350

500

600

Seattle

104

120

Houston Minneapolis

Chicago Denver Total

1254

1513

1583

Network

$ per Spot All Areas

Total Network GRPs

Total Network Total $$$ Network # # of of Spots weeks

MTV

$1,254

368

920

8 $1,153,680

Comedy Central

$1,254

368

920

8 $1,153,680

$1,513

368

920

8 $1,391,960

Adult Swim

$1,513

368

920

8 $1,391,960

Showtime

$1,583

460

1518

4140

Total

$728,180 $5,819,460

*Represents both Prime Time & Late Night dayparts

Media Online Website

Period of Placement

Placement

Total

blender.com