media calendar

The attached PDF document shows a sample half-year media calendar for print, radio and TV advertising (details made generic for confidentiality).

• The buys for two different cities (one a Tier 1 and one a Tier 2 market) are color coded for easy identification.
• Reading up-and-down the columns allows management and agencies to easily see what the combined media mix and weight is for any given week.
• TV and radio weights shown in GRPs.
• Print weight shown as insertions-per-week, with red an indicator of spot-color.

This second PDF document shows a sample “Media Plan Overview by Market.” This document details, for five different markets:

• Baseline media mix
• Market share and incremental market share for major competitors
• Unique competitive aspects
• Market demographics and secondary target recommendations