Hill's Science Diet Media Plan

HILL’S
SCIENCE DIET
MEDIA PLAN
Katherine Angst
Brian Lane
ADV 507 – Fall 2015
Professor Amy Falkner

Table of Contents
Executive Summary…………………………….……………………………..Page 1
Situational Analysis …………………………………………………………..Page 2
Analysis of Marketing Objectives Page 2
Competition Page 3
Brand History Page 6
Target Audience Page 7
Geography Page 10
Purchase Cycle and Seasonality Page 12
Media Mix Page 12
Media Objectives, Strategies and Rationales………………………….Page 15
Target Audience Objectives Page 15
Target Media Mix Objectives Page 18
Reach and Frequency Objectives Page 26
Media Budget Objectives Page 28
Geography Objectives Page 30
Scheduling and Timing Objectives Page 32
Sales Promotion Objectives Page 34
Media Flight Plan………………………………………………………………Page 36
Goal Sheet Page 36
Flowchart Page 37
Yearly Summary Page 38
Appendix…………………………………………………………………………Page 39
Work Cited Page 39
Simmons OneView Page 40
Survey Questions Page 68
PMN Grids Page 71
Facebook Message Page 81
Media Flight Plan Extras..……………………………………………………Page 82

1
Executive Summary
Background
Hill’s Science Diet was created in 1968 and has since been one of the most recommended
dog foods by veterinarians. This extensive line of dog food is offered online and in pet stores. Hill’s
Science Diet is in the mature phase of its life cycle, seen by its low growth of sales and market share.
Objectives
As a mature brand, Hill’s Science Diet must increase its standing as being one of the leaders
in the pet food market. It is necessary to grow Hill’s Science Diet’s net sales by 3.5% and increase
unaided brand awareness using an offensive marketing strategy.
Target Audience
The media plan will target the “overactive pet parent,” who is a dog owner between the age
of 35-54. They are hard workers, but make sure that they have time for what is most important to
them – their family. This male and female target wants whatever is best for their dog(s).
Target Media Mix
This adult working target is often found in just 3 places, in the car, at work or at home. With
that, the media mix that was found to be most appropriate for this target, was radio, network prime
time TV and internet. In addition, it was deemed necessary to include 11 spot markets, that make
up an additional 20.06% of US households. These spot markets are advertised to using spot radio,
outdoor transit ads and digital spot. These 3 mediums correlate with exactly where our target
spends most of their time: when in the car – radio and outdoor, when at home – network prime
time TV and internet, and when at work – the target is found on the internet.
Reach and Frequency Goals
Using a medium-high reach goal of 80 and a frequency goal of 4.5, Hill’s Science Diet will be
reaching their female target while being able to capture the current male buyers of Hill’s Science
Diet. With the necessary increase in unaided awareness, it is understood that ads are put out
frequently. With that, a medium-high reach goal allows for the ads to be put in front of the right
audience at the right time.
Media Budget
With a $20 million budget, advertising has been split up to include both national and spot
markets in the outdoor, internet, network prime time TV and radio. The spot markets have been
distributed among 11 locations that make up 20.06% of the total US population. In addition,
approximately 1.25% of this budget has been put into contingency to set aside money for any
potential last minute media buys deemed necessary.
Campaign Details
This campaign will run from July to March using a continuous media schedule. Spot is used
in every month except July and December.
Sales Promotions
To additionally capture the 11 spot markets, an additional $1 million was set aside for sales
promotions. These sale promotions include “New Year, New Pal,” which is devoted to giving
samples out to veterinarians during January through March. With the “Walk in the Park”
promotion, during the month of August, promotional goods such as t-shirts and free samples will be
distributed during the walk.

2
Situational Analysis
Analysis of Marketing Objectives
Current Market of Hill’s Pet Nutrition
Colgate-Palmolive’s competes in the Pet Food Production Industry through its subsidiary, Hill’s Pet
Nutrition. Hill’s Science Diet currently own 6.5% of the market. In 2015, Colgate is expected to
generate $1.5 billion in pet food revenue from its four major production facilities in the United
States. Over the last 5 years the company’s growth has relatively remained unchanged, growing an
estimated 2.1% per year on average (Neville).
Product
Hill’s Science Diet has some of the best dog food on the market, offering a wide range of
products for dogs including dry and wet food, as well as treats. Science Diet products are
tailored to the dog’s individual needs, taking into account the dog’s age and health (“Hill’s
Pet Nutrition”). Hill’s Science Diet contains very few controversial ingredients and is
rated an average dog food by Dog Food Advisor. The problem, however; is that there has been shift
in consumer’s attitudes about Science Diet. Consumers are starting to prefer dog food that is
marketed as “natural” yet, they currently see Science Diet as being “artificial” (MFP).
Place
Hill’s Science Diet is distributed through various retailers through their ecommerce
platform and brick and mortar. Retailers include Amazon.com, Pet 360, PetSmart, Petco,
and PetFoodDirect. Amazon’s carries Science Diet at the cheapest price, while Pet 360 and
PetFoodDirect tend to have the most expensive prices.
Price
The prices of Hill’s Science Diet dog foods vary greatly depending on the size of the
packaging, the type of dog food (dry, wet, treat), and the retailer. Dry foods tend to be
held in large packaging ranging from anywhere from 4.5 lbs – 33 lbs. For a 30 lb bag of
Adult Healthy Mobility Large Breed, prices range from $40.79-$62.39 depending on the
retailer. Wet foods are held in cans that are 5 oz – 13 oz in size. For a 12.8 oz can of Adult Savory
Stew with Chicken & Vegetables prices range from $19.08-$25.48 depending on the retailer. Dog
treats are between 7.1 oz – 12 oz in size. For a 9 oz bag of Baked Light Biscuits with Real Chicken,
prices range from $2.99 – $5.94 depending on the retailer.
Promotion
Hill’s Science Diet markets to the “Over Protective Pet Parent,” speaking to the way dog
owners try to provide their dogs with best nutritional choice possible to enhance their
dog’s health. As of December 12th 2015, Hill’s Pet Nutrition had a solid social media
following on Facebook with 1,306,834 likes. Posts are made quite frequently, every few days, and
generally have a good amount of engagement. Hill’s has a few type of posts that are done quite
often such as Pet of the Week (“Hill’s Pet Nutrition Facebook Page”). There’s nothing really
promotional about the posts that shows the benefits of Science Diet or attempting consumers to
purchase it, however; Hill’s does have giveaways. In terms of coupons Hill’s does have them for
Science Diet on the Hill’s Pet Nutrition website, but currently don’t offer any.

3
Competition
Industry Analysis: Pet Food Production (NACIS: OD4347)
The Pet Food Production industry primarily
manufactures dog and cat food. It is estimated to be a $23.6
billion dollar market in terms of revenue and $3.7 billion in
terms of profit. In the next five years, it is expected to grow
1.8% annually due to increased ownership of pets because
of the rise of disposable income. Dog food accounts for
about 68% of the industry. Dog food product segments are
broken down as followed: dry dog food, dog treats, and wet
dog food, each accounting for 43.9%, 12.6%, and 11.2%, of
the market respectively. The increase in pet ownership has
coincided with a tendency to treat pets as members of the
family, thereby encouraging the purchase of higher-priced
premium goods that claim to be excellent for your pet’s well-being. Owners who treat their pets
like they are part of the family are more willing to spend money on organic and premium pet food
products (Neville).
Concerned Pet Owner Trends:
 32% of all pet owners report an interest in natural pet foods, and 30% of consumers
identify no-artificial ingredients as an important purchase factor when buying store brand
human food (Neville).
 55% of all pet owners agree they worry about filler ingredients in pet food; when asked to
identify their ideal pet food ingredients, just 15% of pet owners include soy as an ideal
ingredient, compared to 72% who choose poultry (Neville).
 47% of pet owners agree the best diet for their pet is what their animal would have eaten in
the wild (Kraushaar).
 “Humanization” trend of pets has led consumers to be interested in all-meat and grain-free
products, while food safety concerns related to product recalls will push consumers to
higher-priced products (Neville).
 Rise of wet dog food market driven by consumer perceptions of wet dog food as fresher and
a less processed alternative to dry food. It is also more flavorful which allows owners to
spoil their dogs (Neville).
Major Players
There is high competition within the Pet Food Production Industry with 241
competing businesses. Major factors that firms compete on include price, product
quality, reputation, variety and marketing. Large firms nearly compete in all product
segments (dry dog food, dog treats, and wet dog food), while smaller firms focus on
niche product lines. There are four major companies within the Pet Food Production
industry that account for half of the industry revenue: Mars Inc. (25.3%), Big Heart
Pet Brands (9.8%), Nestle SA (9.5%), and Colgate-Palmolive (6.5%) (Neville).
Leading Companies – Dry Dog Foods
Parent Company Brand 2015 Market Share
Nestle SA Purina 46.2%
Mars Inc. Pedigree 12.3%

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Proctor & Gamble Iams 10.2%
Big Heart Pet Brands Kibbles N Bits 7.2%
Source: Mintel
Leading Companies – Wet Dog Foods
Parent Company Brand 2015 Market Share
Cesar Cesar 18.4%
FreshPet FreshPet 5.2%
Source: Mintel
Leading Companies – Treats Dog Foods
Parent Company Brands 2015 Market Share
Big Heart Pet Brands Milkbone 14.6%
Big Heart Pet Brands Pup Peroni 7.5%
Big Heart Pet Brands Cainine Carry 4.9%
Mars Inc. Whiskas 10.2%
Source: Mintel
Hill’s Science Diet Competitive Analysis Grid
Company Price (Petsmart) Nutrition and Ingredients Overall
Hill’s
Science
Diet
$32.99 for 17.5lbs of
Large Breed Light
Adult Dog Food
$1.89 per pound
-25% protein, 15% fat, 53% carbs
-Controversial ingredients: whole grain
wheat, whole grain corn, corn gluten meal,
dried beet pulp, soybean oil, dried peas
Average
Pedigree $13.99 for 17lbs
of Large Breed Dog
Food
$0.82 per pound
-Controversial ingredients: Ground whole
grain corn, poultry by-product meal, corn
gluten meal, animal fat, soybean meal, ground
whole grain wheat, chicken by-product meal,
brewers rice, dried plain beet pulp, dried peas,
added color
Below-
average
Purina
Pro Plan
$31.99 for 18lbs of
Large Breed Dog Food
$1.78 per pound
-Controversial ingredients: brewers rice,
poultry by-product meal, corn gluten meal,
whole grain wheat, animal fat preserved with
mixed-tocopherols, whole grain corn, corn
germ meal, brewers dried yeast,
Below-
average
Purina
One
$22.99 for 16.5lbs of
Smartblend Large
Breed Adult Dog Food
$1.39 per pound
-Controversial ingredients: Brewers rice,
poultry by-product meal, corn gluten meal,
whole grain wheat, whole grain corn, animal
fat preserved with mixed-tocopherols, pea
fiber, animal digest, garlic oil, menadine
sodium bisulfite complex
Below-
average

5
Eukanuba $29.99 for 16lbs of
Adult Dog Food –
Chicken
$1.87 per pound
Controversial ingredients: chicken by-
product meal, corn meal, brewers rice, dried
pulp, sodium hexametaphophate, brewers
dried yeast
Average
Royal
Canin
$38.99 for 14lbs of
Adult Dog Food
$2.79 per pound
-Controversial ingredients: Brewers rice,
chicken by-product meal, corn, wheat gluten,
dried plain beet pulp, vegetable oil
Below-
average
Blue
Buffalo
$56.99 for 22lbs of
Limited Ingredient
Grain Free Adult Dog
Food
$2.59 per pound
-Controversial Ingredients: pea fiber, canola
oil, alfalfa meal, caramel
Above-
average
Iams $27.99 for 23.2lbs of
Healthy Naturals Adult
Dog Food
$1.21 per pound
-Controversial ingredients: corn meal,
chicken by-product meal, dried beet pulp
brewers dried yeast, caramel
Below
average
Source: Dog Food Advisor (“Dry Dog Food Reviews”)
Hill’s Science Diet competes with many similar dog food products. Based off the chart
above, there is a correlation between overall quality of dog food and price. Higher quality dog food,
such as Blue Buffalo, has a higher price per pound, while lower quality dog food such as Pedigree
has a lower price per pound. The quality of the dog food is mostly determined by the amount of
controversial ingredients the food has. The more controversial ingredients there are, the poorer
the quality the dog food is.
Competitive Advantage
Hill’s Science Diet competes in a cluttered market; however, Science Diet is able to
differentiate themselves in this competitive landscape due to its uniquely formulated dog food.
This is a dog food that prides itself on its longevity. Science Diet was developed by veterinarians in
1968, and to this day it is still the most recommended dog food by vets.
What makes Science Diet so great is that it is specialized to the dog’s individual needs,
whether that be oral care, sensitive stomach and skin, perfect weight, healthy mobility, or advanced
fitness. Other dog food brands have specialty products as well, but not nearly as many as Science
Diet.
The price to quality ratio for Science Diet is fairly reasonable. It only contains some by-
products and fillers, but for what it is worth Science Diet is definitely a better dog food purchase
compared to the price and quality of below average dog foods such as Pedigree, Iams, and Royal
Canin.

6
SWOT Analysis
Strengths
-Veterinarian recommended product
-Offers specialized food for certain
health lifestyles
-Been around since 1968
-Trusted brand
-Small kibble
-Fairly reasonable price for product
-Offers dry food, wet food, and treats
Weaknesses
-Not being recommended in pet stores
-Low advertising spending and budget
-Low overall share of voice
-Contains some byproducts and fillers
Opportunities
-Tap into competitor’s market share
-Low spending in internet market
-Wet food is on the rise
Threats
-Better quality food competitors are
gaining recommendations
-Competition from other brands
Brand Perceptual Map: Natural Ingredients vs. Price
Brand History
Brand History
In 1928, Dr. Mark L. Morris Sr. established, Raritan Hospital for Animals, one of the first
animal hospitals in the United States. He believed managing nutrition could have a positive effect
on the health of a pet’s life. In the late 1930s, Dr. Morris came across a German Shepherd that was
suffering from kidney failure. Dr. Morris attributed the dog’s problem to poor nutrition, and as a
result he began developing a new pet food with the help of his wife (“Hill’s Pet Nutrition).
It was in 1948 that Dr. Morris contracted with Burton Hill, of the Hill Packing Company, to
can the food with a new name, and license Hill to produce his pet food formulas. In the next few
All Natural Ingredients
High PriceLow Price
Controversial Ingredients

7
years the partnership evolved into Hill’s Pet Nutrition, continuing to grow and adding formulas of
therapeutic pet food to its Prescription Diet line of products. In 1968, Dr. Morris’ son, Dr. Mark
Morris Jr., noticed the demand for consistent, high-quality pet food, and as a result he developed
Hill’s Science Diet, which was made by veterinarians and pet professionals (“Hill’s Pet Nutrition).
In 1976, the Colgate-Palmolive Company purchased Hill’s Pet Nutrition. Today Hill’s is
available internationally. Veterinarians worldwide recommend and feed their own pets Hill’s
products more than any other brand of pet food. Hill’s product lines include more than 60
Prescription Diet brand pet foods and more than 50 Science Diet brand pet foods. Moving forward
Hill’s is committed to strengthening and lengthening the relationships between people and their
pets (Hill’s Pet Nutrition).
Product Life Cycle
Hill’s Science Diet is currently in the maturity phase of the product life cycle. It is a brand
that has been around since 1968 and in the last five years has seen stagnant growth in revenue,
growing only an estimated 2.1% per year (Neville).
Target Audience
Demographics
Using Simmons Oneview 2013, the demographic statements that were found most
prevalent when running against Hill’s Science Diet and its largest competitors. The below
statements were found using a base of (Iams [Brands Most Often] or Pedigree [Brands Most Often]
or Purina Pro Plan [Brands Most Often] or Purina One [Brands Most Often] or Hill’s Science Diet
[Brands Most Often] or Eukanuba [Brands Most Often] or Other Dry Dog Food [Brands Most
Often]).
Gender: Males (102) and Females (99)
Age: 35-54 (115)
35-39 (110)
40-44 (109)
45-49 (122)
50-54 (117)

8
Race: White (111)
Education: Some College Experience
Attended College 1-3 Years (113)
Graduated college or more (105)
Relationship Status: Presently Married (114)
Employment Field: Professional Job
Management/Business & Financial Operations (129)
Professional/Technical (117)
Sales (108)
Household Income: $40,000 or more (116)
Currently Reside in: Arizona (109), California (108), Florida (106), Georgia (120), Missouri
(138), Ohio (103), Tennessee (138), Texas (106), Virginia (106)
Rationale
The target was compared to the suggested target of Hill’s Science Diet which was primarily
female, 35-54, lives in suburban areas, college educated, works outside of the home and has a
household income of $75K+ (MFP). The target has since been expanded after talking to a PetCo.
Employee at 3150 Erie Blvd East, Dewitt, NY and an employee at Choice Pets in Ossining, NY. After
talking to these employees it was understood that employees were not recommending Hill’s Science
Diet pet food, but rather just the vets were. The male psych typically includes males going to stores
knowing what they want to purchase, thus if a vet told a male which to buy he would walk into a
store and not ask an employee for help, females would be more inclined to talk, and be talked out of
buying Hill’s. With this primary research, it was understood that the target had to be changed.
As a result, it was decided to make the target Adults – in order to capture the male target
who is likely to purchase Hill’s (and who currently do) and include the female demographic as
recommended by Hill’s Science Diet. The age was confirmed by Hill’s recommendation as well as
Mintel and Simmons. The age of 35-54 is used since the indexes using Simmons were above 110,
signifying that that the age demographic is very likely to use the product. Additionally, according to
a Mintel survey of 2,000 internet based users, aged 18+ under the topic “Any pets living in
household by six age groups, February 2015”, people between the ages of 35-44 had a pet
ownership of 20% of the 2,000-person sample, while people ages 45-54 had pet ownership of 29%
percent of the sample (Kraushaar). The household income was also reduced as seen in Simmons
OneView 2013, since a household with a higher family income would likely buy a more expensive
dog food. Since the Simmons base included Hill’s Science Diet and its competitors, it uncovered
information about the target buying Hill’s most direct competitors.

9
Psychographics
These psychographic statements were found using Simmons Oneview 2013, using a base of
(Iams [Brands Most Often] or Pedigree [Brands Most Often] or Purina Pro Plan [Brands Most Often]
or Purina One [Brands Most Often] or Hill’s Science Diet [Brands Most Often] or Eukanuba [Brands
Most Often] or Other Dry Dog Food [Brands Most Often]) and an age between 35-54.
Lifestyle Statements
- “I would like to set up my own business one day (129, any agree)
- “I only go work at my current job for the money” (118, any agree)
- “I look at the work I do as a career rather than just as a job (115, any agree)
- “I like to provide my children with the things I didn’t have as a child (111, any agree)
- “I like spending most of my time at home with my family (109, any agree)
- “I enjoy entertaining people in my home” (108, any agree)
- “I am a workaholic (107, any agree)
- “I am a perfectionist (107, any agree)
- “I prefer to spend a quiet evening at home than to go out” (106, any agree)
Media Habits
- “I am doing more of my shopping on the internet than before” (129, any agree)
- “It’s important for me to have internet access when I am “on-the-go” — away from home or
work” (125, Any Agree)
- “The internet has changed the way I shop for products/services” (122, any agree)
- “When I see something interesting on TV, I often go online to find out more about it” (122,
any agree)
- “If I find something I want in a store, I go to the internet to see if I can find a better deal”
(122, Any Agree)
- “When I am shopping, I often use my mobile/ handheld device to search for local deals”
(121, any agree)
- “I often use the internet to help plan my shopping trips” (118, Any Agree)
- “I enjoy watching kids’ TV shows with my children” (118, any agree)
- “I listen to the radio every day” (117, any agree)
- “When I need information the first place I look is the internet” (115, any agree)
- “I rely on the internet to communicate with friends and family” (115, any agree)
- “I spend less time reading newspapers in print because of the internet” (113, any agree)
- “I spend less time reading magazines in print because of the internet” (113, any agree)
- “The internet has changed the way I get information about products and services” (112, any
agree)
- “The internet has become a primary source of entertainment for my family” (112, any
agree)
- “I enjoy posting photos, videos, songs and other content on social networking/community
websites” (111, any agree)
- “I listen to the radio when I need a quick news update” (111, any agree)
- “I usually carry multiple mobile/ handheld devices with me” (110, Any Agree)
- “Nowadays, I access the internet more through my mobile/ handheld device than a
computer” (109, Any Agree)
- “I rely on radio to keep me informed” (108, any agree)
- “When in the car, I always listen to the radio” (108, any agree)
- “Radio is my main source of entertainment” (106, any agree)
- “I like television commercials that make me laugh” (106, any agree)

10
From these Simmons indexes, it is understood that these adults 35-54, with a household
income of $40,000 or more, have some higher education experience and have some type of
professional job. The target sees their job as a career and a source of income. However, while they
are devoted workers, their life doesn’t just revolve around their job, but rather it includes their
friends and family. The target enjoys spending quiet evenings at home and spending time with
family. They strive to provide their children with things they themselves didn’t have growing up
and they enjoy entertaining friends in family in their household. Family and friends are the center
of their world, even if these adults are always busy at work.
It is also important to note that while their family is the center of their home, their dog(s)
are included as well. Their dog(s) have been there every step of the way and they are a part of their
family atmosphere. These “over protective pet parents” want the very best for their dog(s) and
their choice in pet food reflects that decision.
In regards to media, this adult target has been largely changed by the internet. They tend to
read less magazines and newspapers in order to read the internet for information about the world.
Since their family is the center of their world, this adult 35-54 target, uses social media sites to keep
up with their family. This information is 2 years old now, and 35-54 year olds are more likely than
ever to be on social media to keep up with their family and friends. This target also enjoys watching
TV with their families, but when they are driving to work they turn on the radio to get quick news
updates and listen to music.
Product Usage
The purchasing of dog food depends on the breed of dog, the weight, dog’s lifestyle, how
often the owner chooses to feed the dog, how many dogs are living in the household, as well as
age. Certain breeds tend to eat more because of their owner’s feeding schedule and the breed’s
size. The standard serving size is one cup of food for every 15 pounds. Product usage will also vary
depending on what size is purchased, Hill’s offers 15.5 pound bags, 17.5 pound bags, 30 pound
bags, 33 pound bags, and 38.5 pound bags (“Hill’s Pet Nutrition”). Some people enjoy using the
smaller bags for storage purposes and to keep the food fresh, while others would rather save
money and purchase the food in bulk size. When surveying professionals between 35-54, many of
these pet owners stated they bought food approximately once a month but it varied as some
owners bought as much as twice a month and some bought more infrequently around every 6
weeks (Primary research).
According to Hill’s Pet website, it recommends choosing one of the three methods: the free
choice method, where food is left out at all times and a dog can choose when he or she eats, time-
limited feeding, where food is left out for a limited period of time and meal feeding where food is
only given at meal times (“Hill’s Pet Nutrition”).
When at Choice Pets located in Ossining, NY, the salesperson recommended not switching
brands since dogs’ stomachs are very weak. When dog food is changed, the old dog food must be
gradually phased out and therefore food should not be switched often. He also mentioned if a dog is
happy on their dog food, there is no reason to change. The salesperson mentioned that the biggest
reason for switches in dog food is veterinarian suggestions, obesity, change in a dog’s appetite or
personality (acting sluggish or unhappy). Thus, it is often quite rare for people to buy food without
finishing what they currently have.
Geography
According to Simmons Oneview 2013, using a base of (Iams [Brands Most Often] or
Pedigree [Brands Most Often] or Purina Pro Plan [Brands Most Often] or Purina One [Brands Most
Often] or Hill’s Science Diet [Brands Most Often] or Eukanuba [Brands Most Often] or Other Dry
Dog Food [Brands Most Often]) and an age between 35-54, the best states to advertise in are

11
Arizona (109), California (108), Florida (106), Georgia (120), Missouri (138), Ohio (103),
Tennessee (138), Texas (106), Virginia (106).
Adults 35-44
The best geographical areas in
regards to the percentage of Adults
between the ages of 35-44 would be
California, Nevada, Colorado, Texas,
Georgia, North Carolina, Virginia,
Maryland, New Jersey, Massachusetts
and Connecticut which includes
12.30%-13.69% of the US population
in that state (“SimplyMap”).
Adults 45-54
The best geographical areas in
regards to the percentage of Adults
between the ages of 45-54 would be
Missouri, Michigan, Maine, New
Hampshire, Massachusetts,
Connecticut, New Jersey, Maryland,
Rhode Island which includes a
12.30%-13.69% of the US population
in that state (“SimplyMap”).
With the following
information from Simmons and
SimplyMap, the top cities in California, Georgia, Texas, Florida, Ohio, Missouri, Tennessee and
Virginia were taken to form the 11 spot markets that make up 20.06% of the US population. The
spot location information was found using Media Flight Plan.
Spot Locations
Rank City State Percent of US Households
2 Los Angeles CA 5.00%
5 Dallas-Ft. Worth TX 2.16%
6 San Francisco et al CA 2.14%
8 Atlanta GA 2.04%
10 Houston TX 1.82%
13 Tampa-St Pete FL 1.58%
16 Miami-Ft. Lauderdale FL 1.36%
17 Cleveland OH 1.36%
21 St. Louis MO 1.10%
30 Nashville TN 0.86%
42 Norfolk et al VA 0.64%
Total 20.06%

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It has been decided that the spot locations that would be used are the following: Los
Angeles, Atlanta, Dallas, San Francisco, Houston, Tampa, Miami, Cleveland, St. Louis, Nashville and
Norfolk. The total of these spot markets include 20.06% of the United States population. These 11
spot locations were found by using the top states found in Simmons OneView and then looking at
Media Flight Plan for the top cities in those states.
Purchase Cycle and Seasonality
Dog food is purchased when food runs out or is close to running out. There is very little
seasonality of the product, since dogs always need to eat. It is typically purchased monthly as
understood by our primary research. Depending on the bag size purchased prior, dog weight, dog
lifestyle, and age are all factors on the frequency of purchase. The frequency of how often the dog is
fed is the largest determinant.
Some seasonality that was found was through Google AdWords search terms of “dog food”
and “Hill’s Science Diet.” As seen below there is a sharp decline from November to December of
searches for both terms. The searches peak around January and March and is pretty steady during
April through June. In July searches start to pick up once again and stay fairly steady until
December (“AdWords”).
Source: Google AdWords, “Hill’s Science Diet” search term
Source: Google AdWords “dog food” search term
Media Mix
Quintiles
Target Media Usage Quintile I Quintile II
Outdoor 135 111
Radio Drive Time 132 112
Internet at Work 130 161
TV Prime Time 118 105
Radio All Day 118 103

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Magazines 105 106
Internet at Home 105 105
TV All Day 98 101
Newspapers 94 116
TV Early/Late 84 113
Cable TV 79 96
The target media usage was based off of Simmons Oneview data using a base of (Iams
[Brands Most Often] or Pedigree [Brands Most Often] or Purina Pro Plan [Brands Most Often] or
Purina One [Brands Most Often] or Hill’s Science Diet [Brands Most Often] or Eukanuba [Brands
Most Often] or Other Dry Dog Food [Brands Most Often]) and age between 35-54. As seen by the
quintiles above, this target tends to look at and consume outdoor ads the most and radio drive time.
They also use internet at home and at work and enjoy watching TV during prime time.
Media Mix and Share of Voice
Media Mix Network
TV
Dollars
Cable TV
Dollars
Syndication
Dollars
Spot TV
Dollars
Magazine
Dollars
Internet
Display
Dollars
Blue Buffalo 13.8% 31.4% 31.9% 0.4% 22.1% 0.4%
Hill's Science
Diet
0.0% 54.3% 0.0% 0.0% 0.0% 42.7%
Iams 18.4% 38.9% 5.0% 0.2% 35.1% 2.3%
Purina 21.8% 47.9% 4.5% 0.1% 23.2% 2.6%
Royal Canin 0.0% 0.0% 0.0% 67.2% 0.0% 32.8%
Source: MFP
Share of Voice Network
TV
Dollars
Cable TV
Dollars
Syndication
Dollars
Spot TV
Dollars
Magazine
Dollars
Internet
Display
Dollars
Blue Buffalo 19.3% 20.1% 69.2% 21.5% 19.7% 4.3%
Hill's Science
Diet
0.0% 0.3% 0.0% 0.0% 0.0% 3.9%
Iams 47.9% 46.4% 20.3% 17.4% 58.1% 52.3%
Purina 32.8% 33.2% 10.5% 6.8% 22.3% 33.2%
Royal Canin 0.0% 0.0% 0.0% 54.3% 0.0% 6.4%
Source: MFP

14
Currently, Hill’s
Science Diet is only
advertising in cable TV, and
internet. Hill’s Science Diet
only has a share of voice of
0.27% for cable TV and
3.94% for the internet
(MFP). Compared to Hill’s
Science Diet competitors, the
budget is not high enough to
compete. With the new
$20,000,000 budget, Hill’s
Science Diet can more
effectively spend their money
to gain market share
(MFP). Currently, no one is
spending over $400,000 in
spot TV, which could be a
good place to advertise too
(MFP).
Iams has the highest media budget of $64.8 million, and as a result, Iams has the highest
share of voice in network TV, cable TV, magazine and internet display (MFP). Purina comes in
second with a $37.6 million (MFP). Purina is a top competitor in network TV, cable TV, magazine
and internet display, but they do not hold the largest share. Blue Buffalo has a budget of $34.8
million and holds the largest share of voice in syndication, but also holds a decent presence in
magazine and spot TV. Royal Canin which has the smallest competitor’s budget has the highest
share of voice in spot TV (MFP).
Internet spending is fairly low across the board, with no competitors spending over a
million dollars, this could be a good place to advertise because there is no specific competitor that
owns a huge portion of share internet.
Media Recommendation
In conjunction with both the competitor’s media mix, competitor’s share of voice and the
quintile research from Simmons OneView, it would be beneficial to reach the target through
network prime time TV, radio, and through digital advertising, specifically social media, mobile,
targeted ad sites and general targeted ad sites to reach the target at home and at work. Using the
11 spot markets, it is recommended these cities gain additional advertising through spot radio,
outdoor transit ads, and digital. It is also recommended to put money into sales promotions which
will include event marketing and giving samples out to veterinarians within the 11 spot markets.
With the expected target, it would also be a good idea to use a mixture of reach and frequency to
captivate both the current Hill’s Science Diet users as well as capture new potential users.
Blue Buffalo
25%
Hill's Science
Diet
0%
Iams
47%
Purina
27%
Royal Canin
1%
TOTAL SPENDING SHARE OF VOICE

15
Media Objective, Strategies and Rationales
Target Audience Objective
Make Hill’s Science Diet to be seen as the number one dog food brand recommended by vets
to adults aged 35-54, with the goal of increasing net sales by 3.5%, stabilizing the falling brand
awareness and encourage shared brand experiences.
Gender: Males (102) and Females (99)
Age: 35-54 (115)
35-39 (110)
40-44 (109)
45-49 (122)
50-54 (117)
Race: White (111)
Education: Some College Experience
Attended College 1-3 Years (113)
Graduated college or more (105)
Relationship Status: Presently Married (114)
Employment Field: Professional Job
Management/Business & Financial Operations (129)
Professional/Technical (117)
Sales (108)
Household Income: $40,000 or more (116)
Current Reside in: Arizona (109), California (108), Florida (106), Georgia (120), Missouri
(138), Ohio (103), Tennessee (138), Texas (106), Virginia (106)
Lifestyle Statements
- “I would like to set up my own business one day (129, any agree)
- “I only go work at my current job for the money” (118, any agree)
- “I look at the work I do as a career rather than just as a job (115, any agree)
- “I like to provide my children with the things I didn’t have as a child (111, any agree)
- “I like spending most of my time at home with my family (109, any agree)
- “I enjoy entertaining people in my home” (108, any agree)
- “I am a workaholic (107, any agree)
- “I am a perfectionist (107, any agree)
- “I prefer to spend a quiet evening at home than to go out” (106, any agree)

16
Day in the Life
Erika Longman
Gender: Female
Age: 39
Race: White
Education: Graduated from Vanderbilt University
Relationship Status: Currently married for 7 years
Employment Field: Capital Investment Advisers (CIA)
Household Income: $56,000
Location: Miami, Florida
Erika Longman is 39 years old and lives in Miami, Florida working for a Capital Investment
Advisers. She graduated from Vanderbilt University with her boyfriend, who she is now married to.
She met him while at a college party with her friends just hanging out. When Erika and John
graduated, they decided to get married. They ended up moving to Miami, Florida, where Erika’s
parents live. Erika didn’t want to live far away from her parents because her family, John, and her
dog Joey are her entire world.
Erika decided to move to Miami, Florida because she wanted to be close to her family.
Additionally, she wanted to make sure that Joey would be able to have a fun and healthy life. Erika
has a strong connection to her dog and can sometimes be a little overprotective of him. She always
takes him to the vet at least once a year for his yearly check-up. She always wants to make sure he
is as healthy as can be, especially now that he is getting older.
“My husband and I own a Jack Russel Terrier who is currently 9 years old. I adopted him
when he was a little puppy, so I have a bigger connection with him than my husband. As Joey is
getting older, he is starting to develop some skin and stomach issues that I want to make sure get
rectified. I want a dog food that is trusted and recommended by vets, since their opinion is the only
one that really matters. With my busy schedule at work, I don’t have much time to think and
research the best dog food brand. When I go shopping, I try to avoid employees, as I am only
looking to buy what I need and leave the store. At the end of the day, I want what Joey enjoys most
and I want him to be happy and I want to protect him at all costs – he’s my child.”
Rationale
By using Simmons Oneview, which includes demographic, psychographic and competitor’s
information resulted in targeting adults aged 35-54. While this is a large audience of people, it was
necessary to include both males and females within the demographic. Males, because those are the

17
current users of Hill’s Science Diet and it is necessary to continue to capitalize and advertise to
those consumers. As well, it was necessary to advertise towards females to try and steal market
share from Hill’s Science Diet’s competitors.

18
Target Media Mix Objective
Create an effective mixture of digital and traditional media to reach this adult 35-54 target
using internet display, outdoor and transit ads, drive time radio, and prime time TV with the 11
spot markets that makes up 20.06% of US households.
Strategy
The Hill’s Science Diet consumer is a busy, yet family oriented individual. When the
consumer is not busy working at his or her job, the consumer can be found with family or friends.
Therefore, it is important to create a proper media mix that will be receptive to the target. The goal
is to reach this target at the 3 places they are found most often: home, work and on-the-go. In order
to do this, it is recommended to use network prime time TV and internet display to reach the target
at home, use network radio during morning and evening drive time, outdoor transit ads, and mobile
internet advertising to capture the target on-the-go. Lastly, it is recommended to capture this
target at work by using internet.
The additional 11 markets, reach 20.06% of the United States. This population will gain
additional exposure to the Hill’s Science Diet brand because of the higher dog food consumption
found when running the 2013 Simmons OneView crosstabs.
National Media Stabilize general awareness and encourage trial through frequency
Network Prime
Time TV
This target is likely to be busy until their job is over, dinner is made and they
have a chance to relax for a few hours until they go to bed and start their day
once again. Using network TV at prime time, this target can be captured
sitting back and relaxing without changing the channels or muting the TV
during commercials.
Network Radio:
Drive Time
This adult target is one to be found driving to and from work. During this
time, these working adults rely on the radio to stay informed on information
including traffic jams, news updates and just to listen to music to keep
themselves entertained on the drive.
Internet:
General Sites
The adult 35-54 target is one that is on the internet, resulting in a great place
to advertise. By advertising using general sites it will increase the frequency
the target sees the ads inexpensively.
Internet:
Targeted Sites
By tracking the target audience’s internet tendencies through cookies, Hill’s
will be able to expose its consumers to the Science Diet brand. We
recommend Hill’s Science Diet targets sites our target is most likely to go to.
Internet: Paid
Social Media
Adults 35-54 includes a wide range of people who do in fact use social media.
They enjoy keeping family and friends up to date on their lives and sharing
information with their connections. By capturing this target on social media
they will see the messages sponsored by Hill’s Science Diet.
Internet: Mobile Since this target is always busy, whether working or on the go, they have their
phones and use them.
Spot Media Increase frequency with emphasis on sales promotion
Spot Radio:
Morning Drive
Time
In addition to national drive time radio, spot would be an added way to
frequently message this target during a time they would be actively listening
to the radio.
Internet:
General Sites
Adults 35-54 includes a wide range of people who use the internet daily both
at home and at work. By targeting this target, these adults will see the
messages sponsored by Hill’s Science Diet.

19
Internet:
Targeted Sites
By using cookies, we recommend Hill’s Science Diet targets sites our target is
most likely to go to.
Internet: Paid
Social Media
By increasing spot paid social media it will allow for sales promotions to be
brought about to this adult target. Using Facebook and Twitter these 11 spot
markets will become aware of the promotions.
Internet: Mobile The adult 35-54 target is one that is on the internet and using their phone on
the go. Using spot market the target will gain additional exposure to Hill’s
Science Diet.
Outdoor Since this adult 35-54 target is always on the go, they are constantly seeing
outdoor ads. In the quintiles below, outdoor was the highest in terms of
quintile I and II which are deemed “heavy users.”
Rationale – General Media Usage
Target Media Usage Quintile I Quintile II
Outdoor 135 111
Radio Drive Time 132 112
Internet at Work 130 161
TV Prime Time 118 105
Radio All Day 118 103
Magazines 105 106
Internet at Home 105 105
TV All Day 98 101
Newspapers 94 116
TV Early/Late 84 113
Cable TV 79 96
This target sees themselves as a “social media user” (113), which is why it is important to advertise
through social media. They check social media 3 times or more a day (113).
National Media Rationales
Network Radio Morning and Evening Drive Times Rationale
Target Audience Relationship With Radio Index (Any Agree)
“I am doing more of my shopping on the internet than before” 129
“I listen to the radio every day” 117
“I listen to the radio when I need a quick news update” 111
“When in the car, I always listen to the radio” 108
“Radio is my main source of entertainment” 106
Additional Support:
 5/5 respondents for the personal media network grids noted that he or she listened to
traditional radio.
 The target is usually on-the-go and tends to commute to and from work, which is when he
or she tunes into the radio

20
Radio Type and Daypart Index
Contemporary Hits: Mon-Fri 6am-10am 159
Country: Mon-Fri 6am-10am 149
News/Talk/Sports/Business: Mon-Fri 6am-10am 138
Country: Mon-Fri 3pm-7pm 134
Contemporary Hits: Mon-Fri 3pm-7pm 126
News/Talk/Sports/Business: Mon-Fri 3pm-7pm 122
Recommendation:
 Hill’s Science Diet is recommended to advertise during the morning and evening drive,
which is the time the target is driving to and from their job.
 The adult 35-54 target is open to paying attention to advertisements since changing stations
while driving can be difficult. As well, when listening to radio talk shows, often times radio
consumers will listen to the ads to make sure they do not miss what the talk show host has
said.
 Hill’s Science Diet should advertise on the following CUME Audience radio stations:
contemporary hits, country, and news/talk/sports/business stations. This radio audience is
one that wants to enjoy their commute to and from work, but also wants to make sure they
are up to speed with quick news updates.
Network Prime Time TV Rationale
Target Audience Relationship With Prime Time TV Index (Any Agree)
“I like television commercials that make me laugh” 106
“I prefer to spend a quiet evening at home than to go out” 106
“Whenever commercials come on, I change channels” 101, low index for negation
“Whenever commercials come on, I typically mute the TV” 93, low index for negation
Additional Support:
 5/5 respondents on personal media network grids indicated they watch traditional
television on the weekday and weekends after dinner just before going to bed.
 “I always watch Modern Family with my wife before going to bed since it is a nice way to
unwind from the work day together.” – Ronald Politi
TV Show Network Index
The Voice NBC 174
Survivor CBS 152
Hell’s Kitchen FOX 150
2 Broke Girls CBS 149
The Amazing Race CBS 146
Mike & Molly CBS 137
Grey’s Anatomy ABC 135
The Big Bang Theory CBS 133
Modern Family ABC 130
Saturday Night Football ABC 130
America’s Got Talent NBC 129
Grimm NBC 127
Dateline NBC 125

21
Once Upon a Time ABC 125
America’s Funniest Home Videos ABC 124
Hawaii-Five-O CBS 122
CSI CBS 113
20/20 ABC 112
Recommendation:
 With these fairly high indexes it is evident that the target will be watching these shows
during prime time TV. All of these shows are network TV series that tend to use social
media to engage with the viewer. Because of this, these viewers will watch the show during
its live showing so that their TV viewing experience is not ruined by social media spoiling
the show’s plot.
 These series are all fairly gender neutral. While there is a large amount of TV shows listed,
it would be a good idea to use a plethora of shows to capture a large portion of the adult 35-
54 target. As well, many of these shows air on different nights and times of the week.
 This target wants to relax and watch their favorite prime time network TV shows. They are
unlikely to change the channel since they won’t want to miss any part of their show.
Digital Rationale
Target Audience Relationship With Digital and the Internet Index (Any Agree)
“It’s important for me to have internet access when I am “on-the-go” —
away from home or work”
125
“The internet has changed the way I shop for products/services” 122
“When I see something interesting on TV, I often go online to find out
more about it”
122
“When I am shopping, I often use my mobile/ handheld device to search
for local deals”
121
“I often use the internet to help plan my shopping trips” 118
“When I need information the first place I look is the internet” 115
“I rely on the internet to communicate with friends and family” 115
“I spend less time reading magazines in print because of the internet” 113
“I spend less time reading newspapers in print because of the internet” 113
“The internet has changed the way I get information about products and
services”
112
“The internet has become a primary source of entertainment for my
family”
112
“I enjoy posting photos, videos, songs and other content on social
networking/community websites”
111
“I usually carry multiple mobile/ handheld devices with me” 110
“Nowadays, I access the internet more through my mobile/handheld
device than a computer”
109
Additional Information:
 This data was found using 2013 Simmons OneView which means these statements are
considered to be out of date, more and more adults 35-54 are using the internet and joining
social media sites. It is believed these indexes would be even higher if it was the current
year’s data.

22
 “I always check my fantasy [football team] on ESPN to take a break from crunching numbers
at work.” – Jack Gardner
 The digital world is ever expanding; as new methods are being developed on how to best
reach the ever emerging digital world, now is a good time to start exploring the possibilities
of digital media.
Social Media Ads Resulting in Purchase Index
Banner Ads (Not Very Often) 143
Video Ads (Not Very Often) 134
Video Ads (Not At All) 111
Banner Ads (Not At All) 108
From this information, it became understood that the target audience was not going to be
looking at video ads to make a purchase which is why it was eliminated from the media buy. We
however, choose to keep banner ads, even though it does not result in many purchases because it is
a less expensive type of digital advertising which will allow for consumers to be frequently
advertised to which can lead to brand recognition.
Websites Visited Within Last 7 Days Index
FOXNews.com 184
CNN.com 173
AllRecpies.com 164
HuffingtonPost.com 163
FoodNetwork.com 158
MSN.com 149
Groupon.com 148
Accuweather.com 142
ESPN.com 142
Coupons.com 139
Craiglist.org 139
Weather.com 138
Ebay.com 132
Yahoo.com 122
Twitter.com 121
Facebook.com 117
Google.com 115
Pandora.com 114
Youtube.com 111
Amazon.com 110
ABC.com 105
Recommendation:
 With this busy target who is constantly at work, periodically they will take a break and surf
the web or check social media.
 With the ever increasing use of social media by adults 35-54 now is the best time to
advertise via social media. With Hill’s Science Diet’s Facebook following of 1.3 million
people, creating sponsored ads will increase its current following.

23
 By using general targeted ad sites and targeted ad sites, banner ads will be seen by
consumers increasing frequency and unaided recall.
 Currently, there is a low share of voice with digital across Hill’s Science Diet’s competitors.
With a digital spend of $8,253,500 Hill’s Science Diet will be the leader in the digital market
space.
 With the above list of websites consumers will be targeted with ads based upon their
internet behavior.
 Digital advertising is very flexible and can be targeted towards a very specific consumer,
which can reduce waste.
 Twitter can add to Hill’s Science Diet by engaging with consumers by tweeting back with
any consumers who have concerns or positive feedback.
 Once consumers start to follow Hill’s Science Diet on Facebook and Twitter, there will be
constant reminder posts/tweets that will increase Hill’s unaided awareness.
 With the rise of mobile ads, Hill’s Science Diet can capture adults 35-54, on-the-go when
they are not in front of a computer, listening to radio or watching TV.
Spot Media Rationales
Spot Radio Morning Drive Time Rationale
In reference to the Simmons OneView data shown for the national radio, it has been decided
to include only morning drive time for these 11 spot markets. This is because the indexes were
higher during commuting times of 6am-10am Monday through Friday. This Simmons data of both
lifestyle statements and radio types is still applicable to the spot markets.
Target Audience Relationship With Radio Index (Any Agree)
“I listen to the radio every day” 117
“I listen to the radio when I need a quick news update” 111
“When in the car, I always listen to the radio” 108
“Radio is my main source of entertainment” 106
Radio Type and Morning Daypart Index
Contemporary Hits: Mon-Fri 6am-10am 159
Country: Mon-Fri 6am-10am 149
News/Talk/Sports/Business: Mon-Fri 6am-10am 138
Recommendation:
 Hill’s Science Diet is recommended to advertise during the morning drive, which is during a
time the target is driving to their job.
 Hill’s Science Diet should advertise on the following CUME Audience radio stations:
contemporary hits, country, and news/talk/sports/business stations. This radio audience is
one that wants to enjoy their commute to and from work but also wants to make sure they
are up to speed with quick news updates.
 This would be an ample opportunity to advertise to the target for the sales promotions.

24
Spot Outdoor Rationale
Using a 25 showing, the quintiles found showed that outdoor advertising was at the top of
the target’s most consumed media. With this information, it was decided to include outdoor transit
ads including bus stop shelters, buses, elevators, large billboards, and mobile billboards on trucks
or vans to capture the target on the go.
Target Audience Relationship with Outdoor, Noticed Within Last 7 Days Index
Buses 117
Large Billboards 115
Bus Shelters or Benches 113
Elevators 113
Mobile Billboards on Trucks or Vans 111
Recommendation:
 The adult 35-54 target is likely to be commuting to and from work Monday through Friday.
With the large spot markets making up a total 20.06% of the total US population, there is a
high potential a large number of people will see the Hill’s Science Diet ads.
 This Hill’s Science Diet recommended target will likely to see some form of outdoor
advertising since this target is from a big city.
Spot Digital Rationale
In reference to the national digital buy, the same applies for spot digital. It is recommended
to additionally buy general, targeted, social, and mobile ads to increase these high dog populations.
By capturing this target on their phones, at work, or at home, it can be made possible that the adult
35-54 demographic is reached frequently to increase purchase. In addition, the increase in digital
in these spot markets will allow for the “Walk in the Park” and “New Year, New Pal” to be
effectively promoted.
Target Audience Relationship With Digital and the Internet Index (Any Agree)
“It’s important for me to have internet access when I am “on-the-go” —
away from home or work”
125
“The internet has changed the way I shop for products/services” 122
“When I see something interesting on TV, I often go online to find out
more about it”
122
“When I am shopping, I often use my mobile/ handheld device to search
for local deals”
121
“When I need information the first place I look is the internet” 115
“I rely on the internet to communicate with friends and family” 115
“I spend less time reading magazines in print because of the internet” 113
“I spend less time reading newspapers in print because of the internet” 113
“The internet has changed the way I get information about products and
services”
112
“The internet has become a primary source of entertainment for my
family”
112
“I enjoy posting photos, videos, songs and other content on social
networking/community websites”
111

25
“I usually carry multiple mobile/ handheld devices with me” 110
“Nowadays, I access the internet more through my mobile/ handheld
device than a computer”
109

26
Reach/Frequency Objective
Given Hill’s Science Diet lifecycle of being a mature brand, it is necessary for media
spending to emphasize a high frequency (3-5) goal with an overall low to medium/high reach (65-
80) over the course of 9 months.
Month Goals Estimated
Reach Frequency Reach Frequency
July 80.0 5.0 79.5 5.0
August 80.0 4.5 80.0* 4.2*
September 80.0 4.0 80.3* 3.7*
October 80.0 4.0 79.9* 3.7*
November 80.0 4.0 79.3* 3.7*
December 65.0 3.0 65.2 3.0
January 80.0 4.5 79.6* 4.2*
February 80.0 4.5 79.6* 4.2*
March 80.0 4.5 78.4* 4.3*
April - - - -
May - - - -
June - - - -
* = months with 25 showing of outdoor, NOT included in Estimated R/F calculations
Ostrow Model
An Ostrow Model was used to determine the effective frequency of the campaign:
Marketing Factors That Affect Effective Frequency
Established Brand -0.2 -0.1 +0.1 +0.2 New Brand
High Market Share -0.2 -0.1 +0.1 +0.2 Low Market Share
Dominant Brand In
Market
-0.2 -0.1 +0.1 +0.2 Smaller, Less Well
Known Brands
High Brand Loyalty -0.2 -0.1 +0.1 +0.2 Low Brand Loyalty
Long Purchase Cycle -0.2 -0.1 +0.1 +0.2 Short Purchase Cycle
(High Volume
Segments)
Product Used
Occasionally
-0.2 -0.1 +0.1 +0.2 Product Used Daily
-0.2 -0.1 +0.1 +0.2 Need to Beat
Competition
+0.1 +0.2 Advertising to Older
consumers or Children
Copy Factors that Affect Effective Frequency
Simple Copy -0.2 -0.1 +0.1 +0.2 Complex Copy
Copy more unusual than
Competition
-0.2 -0.1 +0.1 +0.2 Copy less unusual
than Competition
Continuing Campaign -0.2 -0.1 +0.1 +0.2 New Copy Campaign
Product Sell Copy -0.2 -0.1 +0.1 +0.2 Image Type Copy

27
Single Kind of Message -0.2 -0.1 +0.1 +0.2 More Different Kinds
of Messages
To Avoid Wearout: New
Messages
-0.2 -0.1 +0.1 +0.2 Older Messages
Larger Ad Units -0.2 -0.1 +0.1 +0.2 Small Ad Units
Media Factors that Affects Effective Frequency
Low ad clutter -0.2 -0.1 +0.1 +0.2 High ad clutter
Compatible editorial
Environment
-0.2 -0.1 +0.1 +0.2 Incompatible
environment
High attentiveness -0.2 -0.1 +0.1 +0.2 Attentiveness low
Continuous Advertising -0.2 -0.1 +0.1 +0.2 Pulsed or Flight
Advertising
Few media used -0.2 -0.1 +0.1 +0.2 Many Media Used
Opportunities for Media
Repetition
-0.2 -0.1 +0.1 +0.2 Fewer Opportunities
Effective Frequency = 3.0 + -.3 = 2.7

28
Media Budget Objective
76.5% of the media budget will be spent in national media, while the remaining 23.5% will
be spent in 11 attractive spot markets that make up 20.06% of US households. The budget will be
allocated to the spot markets in all months of the campaign expect July and December.
Notes:
 No media budget will be spent during April, May or June
 No spot media will be purchased during July or December since July is the launch month
and December has the lowest overall search for dog food (“AdWords”)
 Sales Promotions will take place in August, January, February and March
National Media Dollar
Amount
Percent of
National
Percent of
Cumulative
Net TV: Prime $5,021,800 33.5% 25.7%
Net Radio: Morning Drive $1,141,600 7.6% 5.8%
Net Radio: Evening Drive $504,100 3.4% 2.6%
Internet: General Sites $553,400 3.7% 2.8%
Internet: Targeted Sites $1,039,000 6.9% 5.3%
Internet: Paid Social Media $3,490,400 23.3% 17.8%
Internet: Mobile $2,997,000 20.0% 15.3%
National Contingency $234,000 1.6% 1.2%
National Total $14,981,300 100.0% 76.5%
Spot Media Amount Percent of Spot Percent of
Cumulative
Radio: Morning Drive $740,300 16.1% 3.8%
Internet: General Sites $20,000 0.4% 0.1%
Internet: Targeted Sites $15,400 0.3% 0.1%
Internet: Paid Social Media $90,800 2.0% 0.5%
Internet: Mobile $47,500 1.0% 0.2%
Outdoor: Transit Ads $3,080,000 67.0% 15.7%
“Walk in the Park” Promotion $250,000 5.4% 1.3%
“New Year, New Pal” Promotion $350,000 7.6% 1.8%
Spot Total $4,594,000 100.0% 23.5%
Gross Total: $19,575,300
Rationale for Media Budget
Hill’s Science Diet has been around for 47 years. The brand has been losing market share
and awareness for the past couples of years now. It is time for this brand to be revamped with
41.4% of the cumulative budget being spent on digital advertising.
The majority of the national budget, which accounts for 75.5% of the total budget will be
spent on digital mediums. This will help create frequency and be a great way to reach Hill’s Science
Diet’s professional, on-the-go target. The remaining 23.5% will go to 11 spot markets that capture
20.06% of the United States. Outdoor transit advertising will account for 67.0% of the spot budget,
which will serve as a reminder for Science Diet’s target as they commute to work.

29
Spot Market Breakdown
8 Atlanta GA 2.04%
10 Houston TX 1.82%
Total 20.06%
Out of the total 2014 US population of 318,857,056 people, found in the US Census, 20.06%
of that population creates a total of 63,962,725 people in the recommended spot markets. From
this, it was found the total dollars allocated to each spot market.
Rank Spot Markets Population Percent of Total
Spot Population
Dollars
Allocated
2 Los Angeles, CA 5.00% 24.93% $1,234,795.61
5 Dallas-Ft. Worth, TX 2.16% 10.77% $533,431.70
6 San Francisco et al, CA 2.14% 10.67% $528,492.52
8 Atlanta, GA 2.04% 10.17% $503,796.61
10 Houston, TX 1.82% 9.07% $449,465.60
13 Tampa-St Pete, FL 1.58% 7.88% $390,195.41
16 Miami-Ft. Lauderdale, FL 1.36% 6.78% $335,864.41
17 Cleveland, OH 1.36% 6.78% $335,864.41
21 St. Louis, MO 1.10% 5.48% $271,655.03
30 Nashville, TN 0.86% 4.29% $212,384.85
42 Norfolk et al, VA 0.64% 3.19% $158,053.84
Total 20.06% 100.0% $4,954,000.00

30
Geography Objective
Hill’s Science Diet will run a national campaign with a heavy emphasis in 11 spot markets
which make up 20.06% of the US households. These spot markets include Los Angeles, Dallas-Ft.
Worth, San Francisco, Atlanta, Houston, Tampa, Miami-Ft. Lauderdale, Cleveland, St. Louis,
Nashville and Norfolk. These spot markets were chosen due to their high adult 35-54 populations,
and high index numbers of dog food purchases of Hill’s Science Diet and its competitors.
Geography is one of the most important parts of the Hill’s Science Diet media plan. As seen
by the 76.5%/23.5% split in the national and spot budget, it has been made sure that these areas
are targeted repetitively. The recommendation is to advertise to these areas more so than the
national areas because these locations have a higher concentration of dog food purchasing of Hill’s
Science Diet and Hill’s Science Diet’s competitors. By advertising to these specific areas, it is likely
that more dog owners will be reached frequently since there is a higher dog ownership. As a result,
it is evident that Hill’s Science Diet will be getting its message across to more people with less waste
with the use of spot markets.
Since Hill’s Science Diet has less market share than its competitors, it is seen as the
underdog. The recommendation is to create an offensive strategy, one that takes market share
from its competitors, to compete with Hill’s Science Diet’s major competitors: Royal Canin,
Pedigree, Purina Pro Plan, Purina One, Eukanuba, Blue Buffalo, and Iams. The offensive strategy
will allow Hill’s Science Diet to gain momentum once again by gaining higher sales and unaided
brand awareness.
Los Angeles
San Francisco
Dallas
Houston
St. Louis
Tampa
Miami-Ft. Lauderdale
Atlanta
Norfolk
Cleveland
Nashville

31
Rationale
The Hill’s Science Diet spot-heavy areas will target dog owners who are currently
purchasing Hill’s Science Diet’s competitors. The goal is to switch these users of Royal Canin,
Pedigree, Purina Pro Plan, Purina One, Eukanuba, Blue Buffalo, and Iams to start purchasing Hill’s
Science Diet and grow net sales by 3.5%. Since there was no CDI/BDI indexes it was necessary to
use Simmons OneView to calculate which spot markets would be the best to advertise in. Choosing
the states that purchase Hill’s Science Diet and it’s competitors the most, the top 11 spot markets
were found. These states were also confirmed using SimplyMap to make sure a high percentage of
the US population would be reached in the age range of 35-54.
8 Atlanta GA 2.04%
10 Houston TX 1.82%
Total 20.06%

32
Scheduling and Timing Objective
Hill’s Science Diet will be reaching its highest reach and frequency in July at the start of the
campaign. Overall the campaign will have very steady reach and frequency to coincide with the
continuous media plan. There is a large drop of reach and frequency goals in December because of
a low number of searches for “dog food” and “Hill’s Science Diet.” This gives the idea that
consumers are not looking or thinking about dog food, but rather are more concerned with other
events such as holiday shopping. The reach and frequency is fairly constant, otherwise hovering
around an 80 reach and a 4.5 frequency. Since the number of searches for “dog food” and “Hill’s
Science Diet” is consistent throughout the year, with an exception to December, it is recommended
that these reach and frequency goals stay constant and continuous, reflecting the searches found in
Google AdWords.
Rationale
By advertising consistently, Hill’s Science Diet will be reaching their target frequently
during the 9-month span of the campaign. Since Hill’s Science Diet is a mature brand and has a
unaided recall of 28%, it is important to increase that recall even further which is why there is a
high frequency goal – hovering at 4.5 for the majority of the campaign. The medium to high reach
goal is to make sure Hill’s Science Diet is reaching the target and getting the proper ads in front of
the correct people in areas they will be likely to see.
Since this campaign is centered around advertising to adults 35-54 at the three stages of
their day – work, home and on-the-go – Hill’s Science Diet will increase its ability to capture the
target. Between having a 41.4% of the media budget go towards digital, including general target ad
sites, target ad sites, social media and mobile, as well as radio drive time, network prime time TV
and outdoor transit ads, our target will be consistently advertised to during all day-parts and
months.
79.5 81.5 81.8 81.4 80.8
66.7
81.1 81.1 79.9
July August September October November December January Febuary March
ESTIMATED REACH
Reach
5 4.7
4.2 4.2 4.2
3
4.7 4.7 4.8
July August September October November December January February March
ESTIMATED FREQUENCY
Frequency

33
Source: Google AdWords, “Hill’s Science Diet” search term
Source: Google AdWords “dog food” search term

34
Sales Promotion
Hill’s Science Diet will run two promotions during the campaign. The first promotional
event, “Walk in the Park,” will take place in all 11 spot markets during the month of August. The
second promotional event, “New Year, New Pal,” will also take place in all 11 spot markets, but will
run from January 1st through the end of March. The purpose of both these promotional events will
be to induce trial as samples of Science Diet will be given out to dog owners during both of the
promotions.
“Walk in the Park” Sales Promotion
During the hot summer month of August, Science Diet will be hosting a one-day dog walking
event in popular dog parks in the 11 spot markets. The purpose of the dog walking event is to
promote a healthy lifestyle for the owner’s dog, while also associating Science Diet with this type of
lifestyle. At the walk, there will be free samples of Science Diet given out to induce trial, along with
free fitness dry fit shirts that sponsor Hill’s Science Diet. The event will be promoted by utilizing
some of the digital spot budget in the efforts of creating word of mouth about the events. An
estimated 1,000 dog owners from each of the following spot market locations will attend the walk.
Dog Park Locations
City Park
Atlanta, GA Centennial Olympic Park
Los Angeles, CA Griffith Park
Tampa-St Pete, FL Clearwater Beach
Dallas-Fort Worth, TX Old City Park
Houston, TX San Jacinto Battleground
San Francisco, CA Baker Beach
Miami, FL Big Cypress National Preserve
Nashville, TN Centennial Dog Park
Norfolk et al, VA Chesapeake City Dog Park
St. Louis, MO Arnold Dog Park
Cleveland, OH Medina Dog Park
Source: 2015 United States and Canada Off-Leash Dog Park Guide (“Dog Parks and Off-Leash Areas”)
Total Estimated “Walk in the Park” Promotion Cost
Permits for Parks $1,000 x 11 = $11,000
Dry Fit T-shirts $15 (per shirt) x 11,000 (attendees) = $165,000
Science Diet Samples $1.89 (1 lb) x 11,000 (attendees) = $20,790
Estimated Total Cost $196,790
Budget Allocated $250,000
“New Year, New Pal” Sales Promotion
This promotional event will take place in January, after a low reach and frequency month in
December. This event will help give Science Diet some attention after a month of low advertising.
The purpose of “New Year, New Pal” is to get dog owners thinking about the current state of their
dog’s health and remind them to go to the vet to get their dog examined. Science Diet will partner
with veterinarians in each of the 11 spot markets, teaming up together to prompt dog owners to
give their dog a check-up. Owners who decide to visit their vet will be given a free sample of
Science Diet for their dog to try out as well as a coupon. This promotion will help increase trial and
market share during the months of January, February, and March. This is a time that reach and
frequency goals are high. In order to promote the event, some of the spot digital and radio budget

35
will be allocated to promoting this event. An estimated 4,000 dog owners will participate in each of
the 11 spot markets for the “New Year, New Pal” event.
Total Estimated “New Year, New Pal” Promotion Cost
Science Diet Samples $1.89 (1 lb) x 44,000 (participants) = $83,160
Science Diet Coupons $5 (per coupon) x 44,000 (participants) =
$220,000
Estimated Total Cost $303,160
Budget Allocated $350,000
Rationale
Both of these promotions will be crucial for Science Diet in achieving its business and
marketing objectives. Both of these promotional events will take place during high reach and
frequency months to induce trial and generate word of mouth. They come at critical times as the
“Walk in the Park” promotion will come at the beginning of the campaign, while “New Year, New
Pal” will come towards the end. In doing this, the target will be talking about Science Diet all year
along and benefiting from free samples, promotional items, and coupons.

36
Goal Sheet
National Plan Reach Freq GRPs %Share Est $(000)
July 80 5 400 13.4 2506.3
August 70 3.5 245 8.2 1535.1
September 70 3 210 7 1315.8
October 70 3 210 7 1315.8
November 70 3 210 7 1315.8
December 65 3 195 6.5 1221.8
January 70 3.5 245 8.2 1535.1
February 70 3.5 245 8.2 1535.1
March 70 4 280 9.3 1754.4
April 0 0 0 0 0
May 0 0 0 0 0
June 0 0 0 0 0
-------- -------- --------
National Media 2240 74.8 14035.3
National Contingency 234
Total National $$ 14269.3
Spot Plan Reach Freq GRPs %Share Est $(000)
July 80 5 400 0 0
August 80 4.5 360 3.8 720.6
September 80 4 320 3.7 689.2
October 80 4 320 3.7 689.2
November 80 4 320 3.7 689.2
December 65 3 195 0 0
January 80 4.5 360 3.8 720.6
February 80 4.5 360 3.8 720.6
March 80 4.5 360 2.7 501.3
April 0 0 0 0 0
May 0 0 0 0 0
June 0 0 0 0 0
-------- -------- --------
Spot Media 755 25.2 4730.7
Spot Contingency 0
Total Spot $$ 4730.7
Total Plan 19000
Spot Plan
National Plan

37
Medium Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Net TV-Prime 35 35 40 40 60 35 40 35 35 GRPS: 355
0.0 495.1 495.1 565.8 565.8 848.8 495.1 565.8 495.1 495.1 COST: 5021.8
Net Radio-Morning Drive 80 20 65 40 35 65 20 25 120 GRPS: 470
$(000) 194.3 48.6 157.9 97.2 85 157.9 48.6 60.7 291.5 COST: 1141.6
Net Radio-Evening Drive 55 20 55 35 20 20 GRPS: 205
$(000) 135.2 49.2 135.2 86.1 49.2 49.2 COST: 504.1
Digital National General Sites 21 10 10 56 12 9 GRPS: 118
$(000) 108.9 54.0 49.5 236.0 60.0 45.0 COST: 553.4
Digital National Targeted Sites 62 41 4 27 26 16 37 33 GRPS: 246
$(000) 260.0 175.0 16.0 116.0 108.0 68.0 156.0 140.0 COST: 1039.0
Digital National Social 76 78 23 34 68 41 56 75 51 GRPS: 502
$(000) 528.0 540.0 159.2 237.6 472.0 288.0 389.6 520.0 356.0 COST: 3490.4
Digital National Mobile 71 51 23 23 22 28 54 41 32 GRPS: 345
$(000) 617.0 445.0 200.0 200.0 190.0 240.0 465.0 360.0 280.0 COST: 2997.0
Spot Radio-Morning Drive 50 45 55 35 65 65 35 GRPS: 350
$(000) 105.8 95.2 116.3 74 137.5 137.5 74 COST: 740.3
Outdoor 686 686 686 686 686 686 686 GRPS: 4802
$(000) 440 440 440 440 440 440 440 COST: 3080.0
Digital Spot General Sites 11 3 9 6 5 GRPS: 34
$(000) 6.6 1.7 5.4 3.3 3.0 COST: 20
Digital Spot Targeted Sites 12 12 8 GRPS: 32
$(000) 6 5.6 3.8 COST: 15.4
Digital Spot Social 9 40 17 25 7 5 11 GRPS: 114
$(000) 7.2 32 13.2 20 5.6 4.0 8.8 COST: 90.8
Digital Spot Mobile 7 11 15 7 8 GRPS: 48
$(000) 6.8 10.5 15 7.2 8 COST: 47.5
National Contingency
$(000) COST: 234.0
"Walk in the Park" Promotion
$(000) COST: 250.0
"New Year, New Pal" Promotion
$(000) COST: 350.0
National Only Area
GRPS 399 245 209 210 210 194 245 244 280 GRPS: 2239
$(000) 2338.5 1752.8 1234.1 1356.6 1703.7 1298.5 1754.2 1701 1607.5 Cost: 14981.3
Reach 79.5 69.5 70.2 70.3 68.2 65.2 70.2 70 70.9
Avg. Freq. 5 3.5 3 3 3.1 3 3.5 3.5 4
Spot Only Area
GRPS 89 85 84 84 89 90 54 GRPS: 577
$(000) 572.3 567.1 581.6 554.4 592 595.5 531 Cost: 4594.0
Reach 38.9 38.4 36.6 39.2 35.8 36.2 29.1
Avg. Freq. 2.3 2.2 2.3 2.1 2.5 2.5 1.9
Spot + National
GRPS 399 334 294 294 294 194 334 334 334 GRPS: 2817
$(000) 2338.5 2325.1 1801.3 1938.2 2258.1 1298.5 2346.1 2296.4 2138.5 Cost: 19575.3
Reach 79.5 80 80.3 79.9 79.3 65.2 79.6 79.6 78.4
Avg. Freq. 5 4.2 3.7 3.7 3.7 3 4.2 4.2 4.3
Total Across
Science Diet
Flowchart: July - March
Target Demo: All Adults ages 35-54

38
GoalEstGoalEstGoalEstBalanceGoalEstBalance
July8079.55540040002506.32338.5167.8
August80804.54.2360335252255.72325.1-69.5
September8080.343.73202952520051801.3203.8
October8079.943.73202952520051938.266.8
November8079.343.73202952520052258.1-253.1
December6565.23319519501221.81298.5-76.6
January8079.64.54.2360335252255.72346.1-90.5
February8079.64.54.2360335252255.72296.4-40.7
March8078.44.54.3360335252255.72138.5117.2
April0000000000
May0000000000
June0000000000
Total2995.02817.40.018766.018740.825.2
GRPS$(000)
NationalContingency$(000):234
SpotContingency$(000):0
YearataGlance
ReachAvgFreq

39
Work Cited
"Dog Parks and Off-Leash Areas - DogFriendly.com." Dog Parks and Off-Leash Areas –
DogFriendly.com. Dog Friendly, n.d. Web. 14 Dec. 2015.
<http://www.dogfriendly.com/server/travel/guides/dogpark/dogpark.shtml>.
"Dry Dog Food Reviews." Dog Food Advisor. Dog Food Advisor, n.d. Web. 12 Dec. 2015.
<http://www.dogfoodadvisor.com/dog-food-reviews/dry/all/>.
Gardner, Jack. Personal Interview. 29 Nov. 2015.
"Hill's Pet Nutrition Facebook Page." Hill's Pet Nutrition. Facebook.com, n.d. Web. 12 Dec. 2015.
<https://www.facebook.com/HillsPet>.
"Hill's Pet Nutrition: Superior Nutrition for the Quality of Life of Your Pet." Hills Pet – Dog Food,
Cat Food, Science Diet from Hill's Pet Nutrition. N.p., n.d. Web. 12 Dec. 2015.
<http://www.hillspet.com/index.html>.
Kraushaar, Amy. "Pet Food - US - May 2015." Mintel. Mintel, May 2015. Web. 12 Dec. 2015.
<http://clients1.ibisworld.com/reports/us/industry/default.aspx?entid=4347>.
Politi, Ronald. Personal Interview. 30 Nov. 2015.
Neville, Antal. "Pet Food Production in the US." IBISWorld US. IBIS, Feb. 2015. Web. 12 Dec. 2015.
<http://clients1.ibisworld.com/reports/us/industry/default.aspx?entid=4347>.

40
DATE EXECUTED : 12/14/2015
SELECTED BASE : STUDY UNIVERSE
Total
Hill's
Science
Diet,
Competito
Sample 24,374 2,180
Weighted(000) 230,124 19,909
Total Vertical % 100.0% 100.0%
Horizontal % 100.0% 8.7%
Index 100 100
Total % 100.0% 8.7%
Sample 1,553 130
Weighted(000) 13,285 1,296
BUS SHELTERS OR BENCHES Vertical % 5.8% 6.5%
Index 100 113
Total % 5.8% 0.6%
Sample 2,033 168
Weighted(000) 18,494 1,878
BUSES Vertical % 8.0% 9.4%
Index 100 117
Total % 8.0% 0.8%
Sample 1,176 103
Weighted(000) 10,045 978
ELEVATORS Vertical % 4.4% 4.9%
Index 100 113
Total % 4.4% 0.4%
Sample 6,012 622
Weighted(000) 60,455 6,022
LARGE BILLBOARDS Vertical % 26.3% 30.2%
Index 100 115
Total % 26.3% 2.6%
Sample 2,985 283
Weighted(000) 28,655 2,763
MOBILE BILLBOARDS ON TRUCKS OR VANS Vertical % 12.5% 13.9%
Index 100 111
Total % 12.5% 1.2%

41
Total
Hill's and
Competito
r Target
Sample 24,374 2,180
Weighted(000) 230,124 19,909
Index 100 100
Total % 100.0% 8.7%
Sample 5,928 580
Weighted(000) 54,523 5,081
I RELY ON RADIO TO KEEP ME INFORMED Vertical % 23.7% 25.5%
Index 100 108
Total % 23.7% 2.2%
Sample 10,671 930
Weighted(000) 100,465 9,218
I RELY ON TV TO KEEP ME INFORMED Vertical % 43.7% 46.3%
Index 100 106
Total % 43.7% 4.0%
Sample 7,248 678
Weighted(000) 67,391 6,493
I LISTEN TO THE RADIO WHEN I NEED A QUICK NEWS UPDATEVertical % 29.3% 32.6%
Index 100 111
Total % 29.3% 2.8%
Sample 3,403 300
Weighted(000) 28,570 2,624
RADIO IS MY MAIN SOURCE OF ENTERTAINMENT Vertical % 12.4% 13.2%
Index 100 106
Total % 12.4% 1.1%
Sample 8,841 820
Weighted(000) 85,595 7,490
WHENEVER COMMERCIALS COME ON, I CHANGE CHANNELSVertical % 37.2% 37.6%
Index 100 101
Total % 37.2% 3.3%
Sample 6,410 529
Weighted(000) 58,628 4,736
WHENEVER COMMERCIALS COME ON, I TYPICALLY MUTE THE TELEVISIONVertical % 25.5% 23.8%
Index 100 93
Total % 25.5% 2.1%
Sample 10,843 1,176
Weighted(000) 104,673 10,629
I LISTEN TO THE RADIO EVERY DAY Vertical % 45.5% 53.4%
Index 100 117
Total % 45.5% 4.6%

42
Total
Hill's and
Competito
r Target
Sample 24,374 2,180
Weighted(000) 230,124 19,909
Index 100 100
Total % 100.0% 8.7%
Sample 1,829 226
Weighted(000) 20,054 2,584
2 BROKE GIRLS (CBS) Vertical % 8.7% 13.0%
Index 100 149
Total % 8.7% 1.1%
Sample 1,701 161
Weighted(000) 15,488 1,504
20/20 (ABC) Vertical % 6.7% 7.6%
Index 100 112
Total % 6.7% 0.7%
Sample 702 65
Weighted(000) 7,738 873
ABC SATURDAY NIGHT COLLEGE FOOTBALL Vertical % 3.4% 4.4%
Index 100 130
Total % 3.4% 0.4%
Sample 975 117
Weighted(000) 10,908 1,381
THE AMAZING RACE (CBS) Vertical % 4.7% 6.9%
Index 100 146
Total % 4.7% 0.6%
Sample 2,032 206
Weighted(000) 20,461 2,277
AMERICA'S GOT TALENT (NBC) Vertical % 8.9% 11.4%
Index 100 129
Total % 8.9% 1.0%
Sample 2,104 196
Weighted(000) 20,838 2,234
AMERICA'S FUNNIEST HOME VIDEOS (ABC) Vertical % 9.1% 11.2%
Index 100 124
Total % 9.1% 1.0%
Sample 3,665 398
Weighted(000) 39,717 4,569
THE BIG BANG THEORY (CBS) Vertical % 17.3% 22.9%
Index 100 133
Total % 17.3% 2.0%

43
Sample 2,536 205
Weighted(000) 26,102 2,557
CSI: CRIME SCENE INVESTIGATION (CBS) Vertical % 11.3% 12.8%
Index 100 113
Total % 11.3% 1.1%
Sample 1,708 174
Weighted(000) 16,674 1,804
DATELINE (NBC) Vertical % 7.2% 9.1%
Index 100 125
Total % 7.2% 0.8%
Sample 1,624 174
Weighted(000) 15,776 1,838
GREY'S ANATOMY (ABC) Vertical % 6.9% 9.2%
Index 100 135
Total % 6.9% 0.8%
Sample 948 101
Weighted(000) 10,382 1,142
GRIMM (NBC) Vertical % 4.5% 5.7%
Index 100 127
Total % 4.5% 0.5%
Sample 1,805 166
Weighted(000) 18,267 1,920
HAWAII FIVE-O (CBS) Vertical % 7.9% 9.6%
Index 100 122
Total % 7.9% 0.8%
Sample 1,167 145
Weighted(000) 12,216 1,585
HELL'S KITCHEN (FOX) Vertical % 5.3% 8.0%
Index 100 150
Total % 5.3% 0.7%
Sample 1,476 166
Weighted(000) 15,933 1,893
MIKE & MOLLY (CBS) Vertical % 6.9% 9.5%
Index 100 137
Total % 6.9% 0.8%
Sample 1,995 272
Weighted(000) 19,316 2,177
MODERN FAMILY (ABC) Vertical % 8.4% 10.9%
Index 100 130
Total % 8.4% 0.9%

44
Sample 1,279 142
Weighted(000) 14,861 1,602
ONCE UPON A TIME (ABC) Vertical % 6.5% 8.0%
Index 100 125
Total % 6.5% 0.7%
Sample 1,104 136
Weighted(000) 12,658 1,660
SURVIVOR (CBS) Vertical % 5.5% 8.3%
Index 100 152
Total % 5.5% 0.7%
Sample 1,728 220
Weighted(000) 17,271 2,604
THE VOICE (NBC) Vertical % 7.5% 13.1%
Index 100 174
Total % 7.5% 1.1%

45
Total
Hill's and
Competito
r Target
Sample 24,374 2,180
Weighted(000) 230,124 19,909
Index 100 100
Total % 100.0% 8.7%
Sample 3,737 387
Weighted(000) 40,145 3,920
3 OR MORE TIMES A DAY Vertical % 17.4% 19.7%
Index 100 113
Total % 17.4% 1.7%
Sample 2,694 308
Weighted(000) 27,354 2,771
1 - 2 TIMES A DAY Vertical % 11.9% 13.9%
Index 100 117
Total % 11.9% 1.2%
Total
Hill's and
Competito
r Target
Sample 24,374 2,180
Weighted(000) 230,124 19,909
Index 100 100
Total % 100.0% 8.7%
Sample 15,938 1,650
Weighted(000) 157,251 15,367
SOCIAL MEDIA USER Vertical % 68.3% 77.2%
Index 100 113
Total % 68.3% 6.7%

46
Total
Hill's
Competiti
ors + 35-
54
Sample 24,374 2,180
Weighted(000) 230,124 19,909
Index 100 100
Total % 100.0% 8.7%
Sample 1,755 213
Weighted(000) 16,735 2,075
Banner NOT VERY OFTEN Vertical % 7.3% 10.4%
Index 100 143
Total % 7.3% 0.9%
Sample 14,856 1,474
Weighted(000) 147,550 13,801
Banner NOT AT ALL Vertical % 64.1% 69.3%
Index 100 108
Total % 64.1% 6.0%
Sample 1,490 174
Weighted(000) 14,541 1,690
Video NOT VERY OFTEN Vertical % 6.3% 8.5%
Index 100 134
Total % 6.3% 0.7%
Sample 14,911 1,512
Weighted(000) 148,790 14,327
Video NOT AT ALL Vertical % 64.7% 72.0%
Index 100 111
Total % 64.7% 6.2%

47
Total
Hill's
Competiti
ors + 35-
54
Sample 24,374 2,180
Weighted(000) 230,124 19,909
Index 100 100
Total % 100.0% 8.7%
Sample 1,044 107
Weighted(000) 9,596 873
ABC.COM Vertical % 4.2% 4.4%
Index 100 105
Total % 4.2% 0.4%
Sample 1,637 181
Weighted(000) 16,860 2,076
ACCUWEATHER.COM Vertical % 7.3% 10.4%
Index 100 142
Total % 7.3% 0.9%
Sample 1,265 159
Weighted(000) 11,820 1,680
ALLRECIPES.COM Vertical % 5.1% 8.4%
Index 100 164
Total % 5.1% 0.7%
Sample 5,029 548
Weighted(000) 49,433 4,723
AMAZON.COM Vertical % 21.5% 23.7%
Index 100 110
Total % 21.5% 2.1%
Sample 1,323 173
Weighted(000) 13,033 1,821
CNN.COM Vertical % 5.7% 9.1%
Index 100 162
Total % 5.7% 0.8%
Sample 829 94
Weighted(000) 8,145 981
COUPONS.COM Vertical % 3.5% 4.9%
Index 100 139
Total % 3.5% 0.4%

48
Sample 3,119 366
Weighted(000) 31,260 3,753
CRAIGSLIST.ORG Vertical % 13.6% 18.9%
Index 100 139
Total % 13.6% 1.6%
Sample 2,757 328
Weighted(000) 28,459 3,246
EBAY.COM Vertical % 12.4% 16.3%
Index 100 132
Total % 12.4% 1.4%
Sample 1,552 181
Weighted(000) 17,061 2,092
ESPN.COM Vertical % 7.4% 10.5%
Index 100 142
Total % 7.4% 0.9%
Sample 9,619 1,018
Weighted(000) 98,672 9,947
FACEBOOK.COM Vertical % 42.9% 50.0%
Index 100 117
Total % 42.9% 4.3%
Sample 914 110
Weighted(000) 7,977 1,089
FOODNETWORK.COM Vertical % 3.5% 5.5%
Index 100 158
Total % 3.5% 0.5%
Sample 1,122 156
Weighted(000) 12,021 1,909
FOXNEWS.COM Vertical % 5.2% 9.6%
Index 100 184
Total % 5.2% 0.8%
Sample 9,833 1,056
Weighted(000) 95,885 9,558
GOOGLE.COM Vertical % 41.7% 48.0%
Index 100 115
Total % 41.7% 4.2%

49
Sample 1,342 177
Weighted(000) 13,044 1,671
GROUPON.COM Vertical % 5.7% 8.4%
Index 100 148
Total % 5.7% 0.7%
Sample 823 101
Weighted(000) 8,622 1,216
HUFFINGTONPOST.COM Vertical % 3.7% 6.1%
Index 100 163
Total % 3.7% 0.5%
Sample 1,719 200
Weighted(000) 17,534 2,259
MSN.COM Vertical % 7.6% 11.3%
Index 100 149
Total % 7.6% 1.0%
Sample 203 **29
Weighted(000) 1,978 **397
Sample 2,255 233
Weighted(000) 21,959 2,167
PANDORA.COM Vertical % 9.5% 10.9%
Index 100 114
Total % 9.5% 0.9%
Sample 1,161 122
Weighted(000) 11,477 1,201
TWITTER.COM Vertical % 5.0% 6.0%
Index 100 121
Total % 5.0% 0.5%
Sample 3,290 409
Weighted(000) 32,821 3,906
WEATHER.COM Vertical % 14.3% 19.6%
Index 100 138
Total % 14.3% 1.7%
Sample 6,372 675
Weighted(000) 64,107 6,754
YAHOO.COM Vertical % 27.9% 33.9%
Index 100 122
Total % 27.9% 2.9%
Sample 6,596 728
Weighted(000) 65,932 6,353
YOUTUBE.COM Vertical % 28.7% 31.9%
Index 100 111
Total % 28.7% 2.8%

50
Total
Hill's and
Comeptito
rs + 35-54
Hill's and
Comeptito
rs
Sample 24,374 2,180 5,187
Weighted(000) 230,124 19,909 48,515
Total Vertical % 100.0% 100.0% 100.0%
Horizontal % 100.0% 8.7% 21.1%
Index 100 100 100
Total % 100.0% 8.7% 21.1%
Sample 3,816 350 853
Weighted(000) 27,033 2,321 6,131
CALIFORNIA (CA) Vertical % 11.7% 11.7% 12.6%
Horizontal % 100.0% 8.6% 22.7%
Index 100 99 108
Total % 11.7% 1.0% 2.7%
Sample 2,016 167 428
Weighted(000) 15,834 1,324 3,543
FLORIDA (FL) Vertical % 6.9% 6.7% 7.3%
Horizontal % 100.0% 8.4% 22.4%
Index 100 97 106
Total % 6.9% 0.6% 1.5%
Sample 831 80 187
Weighted(000) 6,709 606 1,698
GEORGIA (GA) Vertical % 2.9% 3.0% 3.5%
Horizontal % 100.0% 9.0% 25.3%
Index 100 104 120
Total % 2.9% 0.3% 0.7%
Sample 271 **29 69
Weighted(000) 4,135 **452 1,209
MISSOURI (MO) Vertical % 1.8% **2.3% 2.5%
Horizontal % 100.0% **10.9% 29.2%
Index 100 **126 139
Total % 1.8% **0.2% 0.5%
Sample 1,030 95 242
Weighted(000) 8,269 700 1,800
OHIO (OH) Vertical % 3.6% 3.5% 3.7%
Horizontal % 100.0% 8.5% 21.8%
Index 100 98 103
Total % 3.6% 0.3% 0.8%
Sample 257 *31 64
Weighted(000) 4,401 *633 1,278
TENNESSEE (TN) Vertical % 1.9% *3.2% 2.6%
Horizontal % 100.0% *14.4% 29.0%
Index 100 *166 138
Total % 1.9% *0.3% 0.6%
Sample 4,091 430 999
Weighted(000) 19,848 1,647 4,424
TEXAS (TX) Vertical % 8.6% 8.3% 9.1%
Horizontal % 100.0% 8.3% 22.3%
Index 100 96 106
Total % 8.6% 0.7% 1.9%
Sample 517 *53 130
Weighted(000) 5,955 *452 1,337
VIRGINIA (VA) Vertical % 2.6% *2.3% 2.8%
Horizontal % 100.0% *7.6% 22.4%
Index 100 *88 106
Total % 2.6% *0.2% 0.6%

51
Total
Hill's and
Comeptito
rs + 35-54
Sample 24,374 2,180
Weighted(000) 230,124 19,909
Index 100 100
Total % 100.0% 8.7%
Sample 6,601 724
Weighted(000) 65,240 6,645
I ONLY GO WORK AT MY CURRENT JOB FOR THE MONEYVertical % 28.3% 33.4%
Index 100 118
Total % 28.3% 2.9%
Sample 15,563 1,442
Weighted(000) 146,420 13,375
I PREFER TO SPEND A QUIET EVENING AT HOME THAN TO GO OUTVertical % 63.6% 67.2%
Index 100 106
Total % 63.6% 5.8%
Sample 5,593 516
Weighted(000) 53,254 4,924
I AM A WORKAHOLIC Vertical % 23.1% 24.7%
Index 100 107
Total % 23.1% 2.1%
Sample 8,614 940
Weighted(000) 79,208 8,838
I WOULD LIKE TO SET UP MY OWN BUSINESS ONE DAYVertical % 34.4% 44.4%
Index 100 129
Total % 34.4% 3.8%
Sample 9,914 1,042
Weighted(000) 96,756 9,641
I LOOK AT THE WORK I DO AS A CAREER RATHER THAN JUST AS A JOBVertical % 42.0% 48.4%
Index 100 115
Total % 42.0% 4.2%
Sample 16,388 1,557
Weighted(000) 152,310 14,303
I LIKE SPENDING MOST OF MY TIME AT HOME WITH MY FAMILYVertical % 66.2% 71.8%
Index 100 109
Total % 66.2% 6.2%
Sample 10,475 965
Weighted(000) 99,331 9,155
I AM A PERFECTIONIST Vertical % 43.2% 46.0%
Index 100 107
Total % 43.2% 4.0%
Sample 12,220 1,163
Weighted(000) 116,917 11,218
I AM GOOD AT FIXING THINGS Vertical % 50.8% 56.3%
Index 100 111
Total % 50.8% 4.9%

52
Sample 13,541 1,330
Weighted(000) 120,936 11,619
I LIKE TO PROVIDE MY CHILDREN WITH THE THINGS I DIDN’T HAVE AS A CHILDVertical % 52.6% 58.4%
Index 100 111
Total % 52.6% 5.0%
Sample 13,550 1,261
Weighted(000) 122,286 11,412
I ENJOY ENTERTAINING PEOPLE IN MY HOME Vertical % 53.1% 57.3%
Index 100 108
Total % 53.1% 5.0%
Sample 13,999 1,467
Weighted(000) 135,775 13,163
THE INTERNET HAS CHANGED THE WAY I GET INFORMATION ABOUT PRODUCTS AND SERVICESVertical % 59.0% 66.1%
Index 100 112
Total % 59.0% 5.7%
Sample 9,985 1,117
Weighted(000) 99,296 10,502
THE INTERNET HAS CHANGED THE WAY I SHOP FOR PRODUCTS/ SERVICESVertical % 43.1% 52.7%
Index 100 122
Total % 43.1% 4.6%
Sample 7,449 775
Weighted(000) 73,956 7,234
I SPEND LESS TIME READING MAGAZINES IN PRINT BECAUSE OF THE INTERNETVertical % 32.1% 36.3%
Index 100 113
Total % 32.1% 3.1%
Sample 6,111 656
Weighted(000) 56,482 5,467
THE INTERNET HAS BECOME A PRIMARY SOURCE OF ENTERTAINMENT FOR MY FAMILYVertical % 24.5% 27.5%
Index 100 112
Total % 24.5% 2.4%
Sample 7,389 864
Weighted(000) 71,819 8,078
THE INTERNET HAS CHANGED THE WAY I WORK Vertical % 31.2% 40.6%
Index 100 130
Total % 31.2% 3.5%
Sample 7,726 826
Weighted(000) 76,086 7,442
I SPEND LESS TIME READING NEWSPAPERS IN PRINT BECAUSE OF THE INTERNETVertical % 33.1% 37.4%
Index 100 113
Total % 33.1% 3.2%
Sample 12,693 1,326
Weighted(000) 122,364 12,173
WHEN I NEED INFORMATION THE FIRST PLACE I LOOK IS THE INTERNETVertical % 53.2% 61.1%
Index 100 115
Total % 53.2% 5.3%

53
Sample 6,406 660
Weighted(000) 62,721 6,006
I ENJOY POSTING PHOTOS, VIDEOS, SONGS AND OTHER CONTENT ON SOCIAL NETWORKING/COMMUNITY WEBSITESVertical % 27.3% 30.2%
Index 100 111
Total % 27.3% 2.6%
Sample 9,039 888
Weighted(000) 84,966 8,436
I RELY ON THE INTERNET TO COMMUNICATE WITH FRIENDS AND FAMILYVertical % 36.9% 42.4%
Index 100 115
Total % 36.9% 3.7%
Sample 8,568 961
Weighted(000) 82,643 8,949
IT’S IMPORTANT FOR ME TO HAVE INTERNET ACCESS WHEN I AM “ON-THE-GO” — AWAY FROM HOME OR WORKVertical % 35.9% 44.9%
Index 100 125
Total % 35.9% 3.9%
Sample 4,130 464
Weighted(000) 40,828 4,289
WHEN I AM SHOPPING, I OFTEN USE MY MOBILE/ HANDHELD DEVICE TO SEARCH FOR LOCAL DEALS12 17.7% 21.5%
Index 100 121
Total % 17.7% 1.9%
Sample 2,844 295
Weighted(000) 26,111 2,496
I USUALLY CARRY MULTIPLE MOBILE/ HANDHELD DEVICES WITH MEVertical % 11.3% 12.5%
Index 100 110
Total % 11.3% 1.1%
Sample 5,716 611
Weighted(000) 55,549 5,262
NOWADAYS, I ACCESS THE INTERNET MORE THROUGH MY MOBILE/ HANDHELD DEVICE THAN A COMPUTERVertical % 24.1% 26.4%
Index 100 109
Total % 24.1% 2.3%
Sample 8,908 941
Weighted(000) 88,096 8,649
WHEN I SEE SOMETHING INTERESTING ON TV, I OFTEN GO ONLINE TO FIND OUT MORE ABOUT ITVertical % 38.3% 43.4%
Index 100 113
Total % 38.3% 3.8%
Sample 8,160 915
Weighted(000) 79,368 8,352
IF I FIND SOMETHING I WANT IN A STORE, I GO TO THE INTERNET TO SEE IF I CAN FIND A BETTER DEALVertical % 34.5% 41.9%
Index 100 122
Total % 34.5% 3.6%

54
Sample 10,041 1,108
Weighted(000) 101,040 10,634
I GET MORE AND MORE OF MY NEWS FROM THE INTERNETVertical % 43.9% 53.4%
Index 100 122
Total % 43.9% 4.6%
Sample 8,646 986
Weighted(000) 86,648 9,682
I AM DOING MORE OF MY SHOPPING ON THE INTERNET THAN BEFOREVertical % 37.7% 48.6%
Index 100 129
Total % 37.7% 4.2%
Sample 6,218 663
Weighted(000) 62,342 6,376
I OFTEN USE THE INTERNET TO HELP PLAN MY SHOPPING TRIPSVertical % 27.1% 32.0%
Index 100 118
Total % 27.1% 2.8%
Sample 7,248 678
Weighted(000) 67,391 6,493
I LISTEN TO THE RADIO WHEN I NEED A QUICK NEWS UPDATEVertical % 29.3% 32.6%
Index 100 111
Total % 29.3% 2.8%
Sample 3,403 300
Weighted(000) 28,570 2,624
RADIO IS MY MAIN SOURCE OF ENTERTAINMENT Vertical % 12.4% 13.2%
Index 100 106
Total % 12.4% 1.1%
Sample 14,906 1,387
Weighted(000) 141,750 13,019
I LIKE TELEVISION COMMERCIALS THAT MAKE ME LAUGHVertical % 61.6% 65.4%
Index 100 106
Total % 61.6% 5.7%
Sample 9,071 979
Weighted(000) 78,549 8,000
I ENJOY WATCHING KIDS’ TV SHOWS WITH MY CHILDRENVertical % 34.1% 40.2%
Index 100 118
Total % 34.1% 3.5%
Sample 14,536 1,425
Weighted(000) 137,102 12,788
WHEN IN THE CAR, I ALWAYS LISTEN TO THE RADIOVertical % 59.6% 64.2%
Index 100 108
Total % 59.6% 5.6%
Sample 10,843 1,176
Weighted(000) 104,673 10,629
I LISTEN TO THE RADIO EVERY DAY Vertical % 45.5% 53.4%
Index 100 117
Total % 45.5% 4.6%

55
Total
Hill's and
Main
Competito
rs
Sample 24,374 5,187
Weighted(000) 230,124 48,515
Index 100 100
Total % 100.0% 21.1%
Sample 10,627 2,292
Weighted(000) 110,801 23,730
MALE Vertical % 48.1% 48.9%
Index 100 102
Total % 48.1% 10.3%
Sample 13,747 2,895
Weighted(000) 119,323 24,785
FEMALE Vertical % 51.9% 51.1%
Index 100 99
Total % 51.9% 10.8%
Sample 1,928 430
Weighted(000) 17,525 4,080
35 - 39 Vertical % 7.6% 8.4%
Index 100 110
Total % 7.6% 1.8%
Sample 2,193 527
Weighted(000) 21,928 5,053
40 - 44 Vertical % 9.5% 10.4%
Index 100 109
Total % 9.5% 2.2%
Sample 2,328 632
Weighted(000) 18,084 4,661
45 - 49 Vertical % 7.9% 9.6%
Index 100 122
Total % 7.9% 2.0%
Sample 2,564 591
Weighted(000) 24,870 6,116
50 - 54 Vertical % 10.8% 12.6%
Index 100 117
Total % 10.8% 2.7%
Sample 9,013 2,180
Weighted(000) 82,406 19,909
35 - 54 Vertical % 35.8% 41.0%
Index 100 115
Total % 35.8% 8.7%

56
Sample 18,624 4,243
Weighted(000) 173,416 40,460
WHITE Vertical % 75.4% 83.4%
Index 100 111
Total % 75.4% 17.6%
Sample 14,605 3,334
Weighted(000) 123,277 29,722
PRESENTLY MARRIED Vertical % 53.6% 61.3%
Index 100 114
Total % 53.6% 12.9%
Sample 2,108 590
Weighted(000) 21,271 5,789
MGMT/BUSINESS & FINANCIAL OPERATIONS Vertical % 9.2% 11.9%
Index 100 129
Total % 9.2% 2.5%
Sample 3,296 795
Weighted(000) 30,628 7,550
PROFESSIONAL/TECHNICAL (PROF) Vertical % 13.3% 15.6%
Index 100 117
Total % 13.3% 3.3%
Sample 1,256 310
Weighted(000) 14,415 3,278
SALES Vertical % 6.3% 6.8%
Index 100 108
Total % 6.3% 1.4%
Sample 1,799 435
Weighted(000) 17,788 4,233
OFFICE & ADMINISTRATIVE SUPPORT Vertical % 7.7% 8.7%
Index 100 113
Total % 7.7% 1.8%
Sample 16,881 4,078
Weighted(000) 157,768 38,658
$40,000 OR MORE Vertical % 68.6% 79.7%
Index 100 116
Total % 68.6% 16.8%

57
Magazine Total
Hill's and
Comeptito
rs + 35-54
Sample 24,374 2,180
Weighted(000) 230,124 19,909
Index 100 100
Total % 100.0% 8.7%
Sample 4,914 435
Weighted(000) 45,978 4,179
QUINTILE 1 (HIGHEST) Vertical % 20.0% 21.0%
Index 100 105
Total % 20.0% 1.8%
Sample 4,530 438
Weighted(000) 45,972 4,211
QUINTILE 2 (2ND HIGHEST) Vertical % 20.0% 21.2%
Index 100 106
Total % 20.0% 1.8%
Sample 4,587 393
Weighted(000) 45,993 3,453
QUINTILE 3 (MIDDLE) Vertical % 20.0% 17.3%
Index 100 87
Total % 20.0% 1.5%
Sample 4,851 444
Weighted(000) 45,892 4,132
QUINTILE 4 (2ND LOWEST) Vertical % 19.9% 20.8%
Index 100 104
Total % 19.9% 1.8%
Sample 5,492 470
Weighted(000) 46,289 3,934
QUINTILE 5 (LOWEST) Vertical % 20.1% 19.8%
Index 100 98
Total % 20.1% 1.7%

58
Cable TV Total
Hill's and
Comeptito
rs + 35-54
Sample 24,374 2,180
Weighted(000) 230,124 19,909
Index 100 100
Total % 100.0% 8.7%
Sample 4,402 376
Weighted(000) 45,971 3,155
Cable QUINTILE 1 (HIGHEST) Vertical % 20.0% 15.8%
Index 100 79
Total % 20.0% 1.4%
Sample 4,504 417
Weighted(000) 45,973 3,806
Cable QUINTILE 2 (2ND HIGHEST) Vertical % 20.0% 19.1%
Index 100 96
Total % 20.0% 1.7%
Sample 4,596 469
Weighted(000) 45,997 4,625
Cable QUINTILE 3 (MIDDLE) Vertical % 20.0% 23.2%
Index 100 116
Total % 20.0% 2.0%
Sample 4,960 480
Weighted(000) 45,991 4,827
Cable QUINTILE 4 (2ND LOWEST) Vertical % 20.0% 24.2%
Index 100 121
Total % 20.0% 2.1%
Sample 5,912 438
Weighted(000) 46,192 3,496
Cable QUINTILE 5 (LOWEST) Vertical % 20.1% 17.6%
Index 100 87
Total % 20.1% 1.5%

59
Newspaper Total
Hill's and
Comeptito
rs + 35-54
Sample 24,374 2,180
Weighted(000) 230,124 19,909
Index 100 100
Total % 100.0% 8.7%
Sample 4,981 374
Weighted(000) 45,978 3,756
Index 100 94
Total % 20.0% 1.6%
Sample 4,707 474
Weighted(000) 45,973 4,600
Index 100 116
Total % 20.0% 2.0%
Sample 4,677 470
Weighted(000) 45,922 4,398
Index 100 111
Total % 20.0% 1.9%
Sample 4,850 419
Weighted(000) 45,888 3,506
Index 100 88
Total % 19.9% 1.5%
Sample 5,159 443
Weighted(000) 46,364 3,651
Index 100 91
Total % 20.1% 1.6%

60
Radio Drive Time Total
Hill's and
Comeptito
rs + 35-54
Sample 24,374 2,180
Weighted(000) 230,124 19,909
Index 100 100
Total % 100.0% 8.7%
Sample 4,692 490
Weighted(000) 45,888 5,254
Index 100 132
Total % 19.9% 2.3%
Sample 4,746 503
Weighted(000) 45,992 4,440
Index 100 112
Total % 20.0% 1.9%
Sample 4,607 479
Weighted(000) 45,976 4,552
Index 100 114
Total % 20.0% 2.0%
Sample 5,039 332
Weighted(000) 45,829 2,888
Index 100 73
Total % 19.9% 1.3%
Sample 5,290 376
Weighted(000) 46,438 2,775
Index 100 69
Total % 20.2% 1.2%

61
Radio All Day Total
Hill's and
Comeptito
rs + 35-54
Sample 24,374 2,180
Weighted(000) 230,124 19,909
Index 100 100
Total % 100.0% 8.7%
Sample 4,841 455
Weighted(000) 45,919 4,707
Index 100 118
Total % 20.0% 2.0%
Sample 4,613 448
Weighted(000) 45,887 4,107
Index 100 103
Total % 19.9% 1.8%
Sample 4,569 473
Weighted(000) 45,958 4,167
Index 100 105
Total % 20.0% 1.8%
Sample 4,819 438
Weighted(000) 45,895 4,449
Index 100 112
Total % 19.9% 1.9%
Sample 5,532 366
Weighted(000) 46,463 2,480
Index 100 62
Total % 20.2% 1.1%

Hill's Science Diet Media Plan

Hill's Science Diet Media Plan

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