Introduction

心灵花园- Murmur of Life : Case History III (Cont’d)
• Result:
First Marvelon episode was aired on Feb. 27, 2005 and # 44 was aired on Dec. 25, 2005 in Shanghai.
• Per episode 362 seconds direct Marvelon exposure received. In 44 episodes 11.5 hours of exposure aired.
5 Dr Yan episodes aired instead of 9. SMS component replaced by inclusion of Dr Yan’s site in 5 Dr Yan
episodes. Program promos aired 112 times per week adding 560 seconds of exposure per episode.
• Target F20-35 outscored universe sample. Largest number of F20-35 in Shanghai attracting 344,000
viewers on average per episode. For 18 markets per episode on selected target: 1,159,900 viewers.*
• To compensate for 18 markets instead of 20 and 44 received episodes instead of 52, budget was revised
accordingly. Actual budget for 44 episodes in 18 markets: 1,184,000 RMB. 26,909 RMB per episode.
• Comparing regular media buy 362 seconds is 12.1 30” spots, achieved average rating of 1.94*, for 18
markets equals 423 GRP per week. Weekly spot cost of 12.1 spots for 18 markets:500,940 RMB.
Comparable Spot buy :CPRP: 1,184. For Marvelon : Planned CPRP :70 Achieved CPRP: 64
• Verdict:
“This program had a good reach throughout China, because of this sponsorship we extended the
brand awareness and leadership position of Marvelon throughout China. The support of the agency
has been great and because of this we could meet the reach we had set as our objective.”
Herman Schwietert
Marketing & Sales Director
Akzo Nobel/Organon
* Source: Nielsen