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

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Case3:07-md-01827-SI Document6141-11 Filed07/12/12 Page34 of 138 In Re TFT-LCD (Flat Panel) Antitrust Litigation PAID MEDIA PLACEMENTS: PRINT READERSHIP Readership includes both primary readers and pass-along readers. Primary readers purchase a publication or are members of a household where the publication was purchased. Pass-along readers are those who read the publication outside the home, in places such as a doctor’s office. The table below indicates the estimated number of readers in each of the target audiences for an average issue of the magazine or newspaper supplement: PUBLICATION INSERTIONS Adults 25+ HHI $60K+ © 2011 KINSELLA MEDIA, LLC 25 LCD-TV, Monitor or Laptop Computer Owners Parade 1 34,631,000 44,478,000 USA Weekend 1 19,938,000 25,554,000 Newsweek 1 7,784,000 8,740,000 People 2 22,094,000 29,872,000 Sports Illustrated 1 9,969,000 13,879,000 Time 1 10,219,000 12,736,000 GfK MRI does not measure U.S. territory and protectorate publications. Therefore, their contribution to the overall reach of the media is not calculated.
Case3:07-md-01827-SI Document6141-11 Filed07/12/12 Page35 of 138 In Re TFT-LCD (Flat Panel) Antitrust Litigation PAID MEDIA PLACEMENTS: TELEVISION Television has the ability to reach a wide number of target audience members with an immediate and accessible message. The combination of audio and visual message delivery increases the message impact. Viewers can quickly ascertain if the message is important and if so, decide to respond. For this notice, KM recommends a compositional approach using cable networks that appeal to the target audience's interests. This will increase the likelihood that the message will be reaching LCD-TV, Monitor or Laptop Computer Owners. Our program calls for notice to be aired throughout the day in different programs to reach the highest number of viewers. Attached as Exhibit B is a draft of the 30-second Television spot. KM recommends: ➢ An estimated 20.5 Gross Rating Points (“GRPs”) 5 over a total of two weeks generating 40,322,000 gross impressions6 against Adults 25+. 7 5 Gross Rating Points (GRPs) represent the sum of all the ratings delivered by the media vehicles in a schedule. A rating is the percentage of households or persons in the target who have been exposed to the media vehicles in the schedule. One GRP equals 1% of a given target population. 6 Gross Impressions are the duplicated sum of audiences to the media vehicle containing the notice. 7 Television delivery estimates are available for age and gender demographics, not for income qualifiers. Therefore, the recommended activity is based on reaching Adults 25+. Television is recommended for the purpose of driving response. The contribution of the television activity is not included in the calculation of the estimated reach and frequency of the media program. © 2011 KINSELLA MEDIA, LLC 26
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UNITED STATES DISTRICT COURT FOR THE ... - LCD Class Action

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