Appendix 1

Red Bull Brand Media Review Briefing

Ideal timing to make the review is July, in order to be able to integrate learnings in
the media plan proposal of the following BP submitted in September of the year.
1. What developments on the media market have influenced my and my
competitor’s performance in the past year?
a) TV Market development
- Development of cable/satellite, PVR/DVR, Digital TV, pay TV/ public TV
penetration and impact on media target (15-29).
- Market shares of stations in the target, development vs. year ago.
 Drill down to daytime, prime-time, night-time mix.
 Are there differences when looking at different media targets (15-29, 30-39,
40-49) and gender?
- Trends / plans per channel and total market for the future.
- Importance and learnings of first, second, last, penultimate placements in ad
breaks.
- Weights (planning reach level and OTS, resulting GRPs per week / flight) and
flighting pattern (modelling options available), are there any interesting patterns on
the market we can learn from?
- Reach development:
 Reach development of stations in target groups: overall reach (e.g. 1+ or 2+,
reflecting usual country planning base!) per age segment (15-29, 30-39, 40-49)
and per gender
 Regional split
 Resulting CPP development.
b) Non - TV media analysis of effectiveness and cost efficiency:
- Radio: Market shares of stations in the target, development vs. year ago.
 Drill down to daytime, prime-time, night-time mix.
 Are there differences when looking at different media targets (15-29, 30-39,
40-49) and gender?
- Cinema: overview on major networks, number of visitors versus year ago? What
films “worked”, what is in the pipeline?
- Outdoor: development? Costs? Research learnings?
- Internet: user profile, learnings on what works/what doesn’t? Best practices from
the market successful web advertising campaigns
- Mobile communication: trends, research?
- New Media (i.e. podcasting, blogs, gamming …)?
For any of the above: if used regionally, is it possible to establish correlation
between media usage and share development? The analysis in TV market development
section will be provided in case of availability of market data by an independent research
agency.

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c) Target Audience:
- Analysis of the target audience and creative target, development of their media
contact behaviour, split into genders.
- What else do we know about our target? What did we learn from research?
d) Competition
- What can we learn from competition? How does their media plan look like?
- What can we learn by reconstructing their media strategy? What is their target
group?
- What effect did their plans have on our business?

2. Red Bull Media Plan review:

Look at last year's media plan and assess effectiveness overall and of each
element.
a) Planning review:
- Effective media performance
 Any learning that validates or challenges the current media performance level
of the brand (Flight length, GRPs/TRPs and 1+/2+/3+/4+ levels, OTS and %
of double spotting)? Any learning on lowering or increasing the media
performance level?
 Is there data available locally to correlate media weights / weeks on air with
measured awareness/TOM? Learnings? If yes, it will not be part of the base fee
and it should be ordered and invoiced separately.

- Target audience
 Are we using the right communication vehicles (TV and non-TV) for our
targets (attitudinal & creative target group / point of market entry) and do we
have target group affine daypart and seasonal mix?
 Outline outages / improvement needs for the future targeting per age bracket
(15-29, 30-39, 40-49, 50+).
 Outline outages / improvement needs for the future targeting per gender.
 Are we missing effective communication by not using other communication
vehicles? Are they measurable?
- Media continuity
 How does continuity of the total plan look like? Learnings, outages in
continuity and how fix?
 How did media continuity develop over time, effect on business?
 How can different communication vehicles build on each other, thus
prolonging continuity?
 Classic advertising / Brand Building Events (Flugtag, Soapbox Race, Art of
Can) / Sport Events advertising (X-Fighters, Air Race): How is each element
supported? What are the effects and recommendations for the future (T&A
results, # of visitors, # of tickets sold)?

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b) Buying review: postbuy analysis of buying and placements
- Look at past year's media plan and assess cost efficiency overall and of each
element
- Compare planned versus actual delivery on a weekly basis split per channel
- Compare versus competition.

3. Research and Tests

- Are any (monthly / weekly) ad awareness tracking available on the market that we
can use to understand the direct impact of the media plan? If yes, it will not be part of
the base fee and it should be ordered and invoiced separately.

- Review of research/test results and impact on future plan. Highlight future

research needs and expected outcome/steps.
- Any learnings from other countries?

Appendix 2

TV costs and rebates per station.

Budget 97.000,00 (74.5% of total net Media budget)

B92 45% of budget share

Guaranteed 30" CPP 100 EUR
Linear pricing for non 30" TV spot
Applied rebates: Client volume, Agency discount & yearly volume, TV budget share
Seasonality (July & August 15%) is not included
Prime Time 18.30 – 23.30 h 62% of TRP’s
– Premium positioning ( F/L) without additional charge – 10%

FOX 50% of budget share

Guaranteed 30" CPP 87 EUR
Linear pricing for non 30" TV spot
Applied rebates: Client volume, Agency discount & yearly volume, TV budget share
Prime Time 18.00 – 23.00 h 60% of TRP’s
– Premium positioning ( F/L) without additional charge – 10%

KOSAVA & AVALA 5% of budget share

Guaranteed 30" CPP 50 EUR
Linear pricing for non 30" TV spot
Applied all rebates: Client volume, Agency discount & yearly volume, TV budget
share and "welcome discount" for new client
Prime Time 18.00 – 23.00 h 80% of TRP’s

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