UNITED STATES DISTRICT COURT FOR THE ... - LCD Class Action

Case3:07-md-01827-SI Document6141-11 Filed07/12/12 Page22 of 138
In Re TFT-LCD (Flat Panel) Antitrust Litigation
PAID MEDIA NOTICE PROGRAM:
TARGET AUDIENCE SELECTION
To develop a profile of the demographics and media consumption habits of potential Class Members,
KM analyzed syndicated data available from GfK MRI’s 2011 Doublebase Study. 1 GfK MRI is the
leading supplier of multimedia audience research in the U.S. It is a nationally accredited research firm
providing consumer information to magazines, television, radio, Internet, and other media. Leading
national advertisers and over 450 advertising agencies – including 90 of the top 100 – also use it. GfK
MRI’s nationally syndicated data are widely used by these companies as the basis for the majority of the
media and marketing plans written for advertised brands in the U.S.
Specifically, GfK MRI presents a single measurement source of major media, products, services, and indepth
consumer demographic and lifestyle characteristics. GfK MRI provides data on media usage,
audience composition, and other relevant factors pertaining to all major media types as well as the
readership of print vehicles.
In this case, GfK MRI provides data on LCD-TV, Computer Monitor or Laptop Computer Owners.
However, audience details for the recommended Internet activity are not available for these specific
targets. Therefore, in order to provide Internet delivery estimates, KM selected the age and income
targets that are most representative of LCD-TV, Computer Monitor or Laptop Computer Owners’
demographics.
Of people who are LCD-TV, Computer Monitor or Laptop Computer Owners, at least 61% have a
household income above $60,000. Moreover, 83.7% of individuals with a household income above
$60,000 are LCD-TV, Computer Monitor or Laptop Computer Owners. Given this high percentage,
in combination with Class Member’s ages during the Class Period, the measured delivery of media to
Adults 25 years of age or older with a household income over $60,000 will be representative of delivery
to Class Members.
In considering which media to use for this case, KM evaluated the target audiences’ media consumption
habits and the cost-effectiveness, exposure opportunities and reach potential of each media type. To
adequately reach the Class, KM will purchase and measure media against the following targets:
➢ Adults 25 years of age or older with a household income over $60,000 (“Adults 25+ HHI
$60K+”)
1 GfK MRI was known until mid-2010 as Mediamark Research & Intelligence (MRI). The Doublebase Study is based on
GfK MRI’s national Survey of the American Consumer, conducted since 1979, which surveys people 18 years of age and older
in the contiguous 48 states. GfK MRI conducts more than 26,000 personal interviews with consumers in two waves
annually, each lasting six months and consisting of 13,000 interviews. Produced annually, the Doublebase Study consists of
two full years of data drawn from over 50,000 survey respondents. Consumer information is recorded on 500
product/service categories, 6,000 brands, and various lifestyle activities. Respondents are selected based on the ability to
project their responses nationally. The survey results are sample-based. Therefore, estimates of audience and/or
demographics from these surveys are subject to sampling and non-sampling error. The use of mathematical values from
those surveys should not be regarded as a representation that they are exact to the precise mathematical value stated.
© 2011 KINSELLA MEDIA, LLC
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