CASE STUDY
Case Study:
Wide Release February 2017
Screens: 2,000
Demo: A25/49
*** NOTE: FULL REPORT INCLUDING AFFIDAVITS AVAILABLE UPON REQUEST ***
The total budget shown on the Media Plan was $15,700,000. MFP funded 50% of the $15,700,000 providing $7,850,000 of media funding to execute the plan.
The media plan for the film was created by one of the leading theatrical release planning agencies in the US. The plan identified the advertising strategy, specific media placement to be executed and the rate structures of each media placement. MFP executed the plan as follows:
MFP delivered a total value of $15,786,536.00 in media plan placements. The $86,536.00 in additional value delivered was the result of MFP placement efficiencies and additional bonus spot inclusion negotiations with the media properties.
The original media plan strategy, identified by the planning agency, called for a 5 day pre-tracking flight followed by an 11 day “quiet” period before the final 11 day prerelease date push.
The plan consisted of:
In the first week of the media placements, due to weak tracking, the producers and distributor directed MFP to make the following adjustments to the media plan.
Additional adjustments made available by MFP and approved by the producers/distributor during the flight dates on the media plan included:
The actual TRP delivery for A 25-49 was 333.1 against a planned 363.The under-delivery was a result of the directive to move $441,000 of the cable budget into digital which was not reported as TRP’s.
The total dollars moved from cable was:
Hispanic Television delivered an additional .34 TRP’s by focusing additional coverage onto Univision from Low Reach Fox Deportes and Unimas.
Network television over-delivered on TRP’s, delivering 31.3 A25-49 against a planned 26 utilizing the planned budget.
The Cable plan delivered additional TRP’s on a cost per TRP basis by lowering the individual TRP cost from a planned $18,201.28 to an executed $18,005.98 per TRP.
The digital plan over-delivered by 10 million impressions as a result of moving cable weight into digital.
The radio plan significantly over-delivered on the planned spot count at budget by negotiating a Premier Radio syndication placement utilizing their sports hosts to deliver 3,270 spots into the planned target markets against a planned 738. The syndicated delivery also provided additional coverage throughout the country at no additional cost.
With the exception of program specific placements identified in the plan and the Viacom networks recognized to deliver a full daypart delivery, the Media Plan called for spot placements to be delivered:
The actual deliveries of spot placements were:
The Media Plan was delivered with additional TRP’s, Impressions and value including:
Wide Release February 2017
Screens: 2,000
Demo: A25/49
*** NOTE: FULL REPORT INCLUDING AFFIDAVITS AVAILABLE UPON REQUEST ***
The total budget shown on the Media Plan was $15,700,000. MFP funded 50% of the $15,700,000 providing $7,850,000 of media funding to execute the plan.
The media plan for the film was created by one of the leading theatrical release planning agencies in the US. The plan identified the advertising strategy, specific media placement to be executed and the rate structures of each media placement. MFP executed the plan as follows:
MFP delivered a total value of $15,786,536.00 in media plan placements. The $86,536.00 in additional value delivered was the result of MFP placement efficiencies and additional bonus spot inclusion negotiations with the media properties.
The original media plan strategy, identified by the planning agency, called for a 5 day pre-tracking flight followed by an 11 day “quiet” period before the final 11 day prerelease date push.
The plan consisted of:
- 47% Television placements
- 4% Radio
- 49% Digital
In the first week of the media placements, due to weak tracking, the producers and distributor directed MFP to make the following adjustments to the media plan.
- Reallocate a portion of the planned TV placement weight into the originally planned "quiet” week
- Adjust existing TV placements to move additional dollars into digital
Additional adjustments made available by MFP and approved by the producers/distributor during the flight dates on the media plan included:
- Adding additional reach by moving $262,000.00 of planned low reach cable TV placements into Network Television at below market rate structures
- Increasing the spot count from a planned 23 to 37 spots targeted on high profile ESPN and TNT network basketball from cable to maximize reach
The actual TRP delivery for A 25-49 was 333.1 against a planned 363.The under-delivery was a result of the directive to move $441,000 of the cable budget into digital which was not reported as TRP’s.
The total dollars moved from cable was:
- $275,000 to Sports Illustrated digital
- $166,000 to YAHOO AND TWITTER digital
Hispanic Television delivered an additional .34 TRP’s by focusing additional coverage onto Univision from Low Reach Fox Deportes and Unimas.
Network television over-delivered on TRP’s, delivering 31.3 A25-49 against a planned 26 utilizing the planned budget.
The Cable plan delivered additional TRP’s on a cost per TRP basis by lowering the individual TRP cost from a planned $18,201.28 to an executed $18,005.98 per TRP.
The digital plan over-delivered by 10 million impressions as a result of moving cable weight into digital.
The radio plan significantly over-delivered on the planned spot count at budget by negotiating a Premier Radio syndication placement utilizing their sports hosts to deliver 3,270 spots into the planned target markets against a planned 738. The syndicated delivery also provided additional coverage throughout the country at no additional cost.
With the exception of program specific placements identified in the plan and the Viacom networks recognized to deliver a full daypart delivery, the Media Plan called for spot placements to be delivered:
- 20% on Weekends
- 50% in Prime
- 20% in Late-night
- 10% Fringe/ Day
The actual deliveries of spot placements were:
- 22% on Weekends which reflected the additional focus on sports.
- 53% in Prime
- 17% in Late-night
- 8% Fringe/ Day
The Media Plan was delivered with additional TRP’s, Impressions and value including:
- The ESPN radio / Streaming program “Mike and Mike” provided two live coverage episodes.
- The iHeart radio promotion provided 10 days of on air ticket promotion in the top 10 markets identified on the media plan and through Fox Sports syndication. This added value exposure included ticket giveaways that were funded through a cross promotion of an AMX gift card promo and resulted in over 30,000 entries on the Collide branded webpage established by iHeart.
- The Sports Illustrated promotion connected the movie to the single largest event in February targeting males. The digital impressions delivered were done so at under budget. The connection to the exclusive VR content and the social media push provided by Sports Illustrated was done on an added value basis.
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