This was my final project for my internship at Pritchard Auto Group. I gathered survey results about media consumption and prepared a report illustrating my findings. With my findings I created a $10,000 media buy for an upcoming sales event.

1. How Do Our
Customers Utilize
Media?
Report based on the survey taken
9/4/12

2. Contents:
Radio
Newspaper
Smart Phones
Television
Internet
Media Buy for Des Moines

3. Radio.
What are your top three
radio stations?
Of the 1,121 completed answers these were the top listened to
radio stations.
14.5% was KIAI out of Mason City, IA
5% was KISS Country out of Mason City, IA
5% was KYTC out of Northwood, IA
13% was KLSS out of Mason City, IA
4% was KROC out of Rochester, MN
11% was KIOW out of Forest City, IA
8% was KGLO out of Mason City, IA
3% was KRIB out of Mason City, IA
5% was Internet/Satillite Radio
21.5% was over 72 different radio stations AM/FM

4. Newspaper.
Do you read the printed or
online version of the
newspaper?
Printed: 498
Online: 120
Both: 109
Will you use the newspaper
when it comes to buying a
car?
Yes: 307
No: 386
Maybe: 2

5. Newspaper.
What Newspapers do you
read?
Globe Gazette: 229
Britt News Tribune: 34
Des Moines Register: 30
Forest City Summit: 20
Garner Leader: 16
Other Votes:
Albert Lea Tribune: 4
Algona News: 2
Charles City Press: 2
Chicago Times: 1
Clear Lake Mirror: 10
Eagle Grove Eagle: 3
Fort Dodge Messenger: 2
Kanawah Press: 1
Lake Mills Leader: 2
Mankato Free Shopper: 1
Manly Free Shopper: 2
North Iowa Today: 3
Northwood Anchor: 10
NY Times: 1
Pioneer Press: 1
Recorder: 1
Globe Shopper: 2
Star Tribune: 1
Times Citizen: 1
USA Today: 2

6. Smart Phones.
Do you have a smart phone?
No:
518
Yes: 283

7. Television.
What t.v. channels do you
watch at night?
Local Channels:
KIMT- 209 people
KAAL- 10 people
KCCI- 10 people
KTTC- 6 people
Cable Channels:
ESPN- 30 people
History- 24 people
FOX- 20 people
Fox News- 13 people
Hallmark- 11 people
A&E- 2 Golf- 9
ABC- 4 HGTV- 7
ABC Family- 2 Lifetime- 3
Big 10- 1 MTV- 2
Bravo- 4 National Geographic- 1
CBS- 10 NBC- 6
CMT- 4 NFL- 2
CNBC- 1 Outdoor- 1
CNN- 5 RFD- 2
Comedy Central- 2 SciFi- 1
Discovery- 9 Speed- 2
Disney- 2 Spike- 2
Encore- 1 Starz- 2
Food Network- 3 TBS- 5
FSN- 2 TNT- 5
Fuse- 1 TV Land- 3
FX- 1 USA- 6
GAC- 1 VH1- 3
Game Show Network- 4 Weather Channel- 4

8. Internet.
What websites do you visit
before buying a car?
Pritchards.com: 38%
Findcars.com: 11%
Autotrader.com: 7%
Ford.com: 7%
Cars.com: 6%
KBB.com/NADA.com 5%
Craigslist.com: 5%
Ebay.com: 4%
Manufacturers websites (Toyota, Chrysler,
Honda, Chevy, Nissan, Benz): 4%
Local Dealers: 4%
Search Engines: 2%
Other: 2%

9. Internet.
Will you use the internet
when looking for a new
car?
Little
Somewhat
Very
0 50 100 150 200 250 300 350
People

10. Media Buy:
Radio:
I suggest buying air time on KJJY and KHKI because
they are the only country music stations in the market
and they are both on the survey list of stations our
customers listen to. I also suggest buying KGGO
because they are one of Des Moines largest classic
rock stations and The Champ AM 1700 it is the only
sports talk radio station in the market.
Ad Rep:
Michael Hope
515-331-9200
Michael.Hope@cumulus.com
Online:
I suggest buying KCCI.com with special placement on
the sports page. It is a highly read page and we could
have an interactive ad that features a Nascar car
speeding across the page and then stops on the side
and we could have an ad that clicked through to the
pritchard website that could feature an E-vite and info
about the event.
Ad Rep:
Amanda Brink Hall
515-247-8833
ahull@hearst.com
Television:
Cable: After looking at the surveys the most popular
television stations were Speed and ESPN.
I suggest that we look at putting together
a television commercial that could be put
onto cable through OnMedia advertising.
Ad Rep:
Leslie Malcom
515-697-6785
Broadcast: The surveys also revealed that a good way
to reach the largest number of people is to
advertise during the hours of 5-8 p.m. on
local news channels. KCCI has the largest
audience in Iowa including the Des Moines
metro area all the way up to northern Iowa.
Ad Rep:
Amanda Brink Hall
515-247-8833