Prosper MediaPlanIQ: Telecom Companies
Need to Reallocate Ad Expenditures
Internet Smart
Alternative for Increased ROI
COLUMBUS, OH – (MARKET WIRE) – 2/5/09 – Amidst a volatile
economy, companies’ ad budgets are shrinking, creating a unique opportunity for
ad execs to evaluate their media plans and gauge which measured media forms get
the most bang for their buck. According to Prosper MediaPlanIQ (a
consumer-centric media allocation tool from Prosper Technologies), Telecom
giants AT&T, Verizon and Sprint Nextel could stand to benefit from a
reallocation of media dollars.
Prosper MediaPlanIQ connects data from BIGresearch’s Simultaneous Media Usage
Survey with advanced analytics developed by Don Schultz and Martin Block of the
Medill Scholl at Northwestern and Prosper Technologies to generate idealized
media allocations. The results show that wide gaps exist between how ad dollars
have been spent versus what consumers say works best when it comes to buying
telecommunications.
Not unlike the cash-strapped Domestic auto industry, Telecom companies and their
ad agency partners may be overspending on some media options at the expense of
others such as Internet, radio, magazines and outdoor. The amount of Internet
consumed, its influence to purchase, combined with lower costs makes it a strong
media option, which according to consumers is under-utilized.
Telecom Ad Spend (Measured Media) vs. Prosper MediaPlanIQ
AT&T Verizon Comm. Sprint Nextel Prosper
Spend
Share* Spend Share* Spend Share* MediaPlanIQ**
Magazines 2.6%
4.3% 3.5% 11.3%
Newspaper
14.6%
32.0% 35.1% 6.0%
Outdoor
4.8%
3.0% 4.6% 13.7%
TV
60.4%
42.3% 43.8% 28.5%
Radio
11.4%
9.6% 7.5% 25.9%
Internet
6.0% 8.8%
5.4% 14.7%
Source: Ad Age Domestic Ad Spending by Category (2007)/Measured Media from TNS
Media Intelligence's Stradegy, Prosper Media Allocation Model
*% of U.S. Advertising Spend in 2007 (Measured Media)
**Media influence weighted by consumption and media cost for adults 18+
For additional charts and more information:
http://info.bigresearch.com/
Prosper MediaPlanIQ is a result of analysis of BIGresearch’s Simultaneous Media
Usage Survey (SIMM) by Prosper Technologies. Prosper Technologies collaborated
with Martin Block, Ph.D., and Don Schultz, Ph.D., of the Medill School at
Northwestern to analyze SIMM Surveys over six years to develop Prosper
MediaPlanIQ.
About Prosper Technologies: Prosper Technologies develops consumer-centric
analytics from consumer responses to help businesses forecast consumer demand
and expenditures, budget marketing and merchandising allocations and provides
retailer specific cross consumption behaviors. Prosper MediaPlanIQ is a service
of Prosper Technologies. BIGresearch is an authorized marketing representative.
Contact:
Chrissy Wissinger
BIGresearch
450 West Wilson Bridge Road
Suite 370
Worthington, Ohio 43085
(614) 846-0146
chrissy@bigresearch.com