sponsorship will provide Telstra with a cost-effective communications vehicle to promote its major
products, new launches and community sponsorship.
Alan Jones is a prominent player in the media industry and hosts the highest ranking radio program in
the breakfast time slot from 6am-9am. The audience is extremely loyal to Jones and they listen to and
respect his opinions and use them to influence their friends and families.
Further more, talk back radio is a high involvement media with the audience listening on average 6
hours per week. This is up to 33% longer than other types of radio. Recent surveys found that 57% of
radio listeners paid high attention to talk back radio, compared to 25% who paid high attention to music
radio. Talk back radio stays in the foreground and develops strong relationships with their listeners.
Music radio stays in the background and provides ambience.
The following details the structure of the agreement with 2GB:
Media Costs $1,200,000 (Payment to 2GB)
Term of Agreement 1 year
Market Coverage Sydney Only
Time Slot Breakfast 6am-9am
Live Reads 3 x 30 sec spots per day Monday to Friday
(fixed time placement 6:43am, 7:15am, 7:57am)
Positioning Statements/Credits 7
Added Value $100 k credit towards 2003 NRL $380 k sponsorship for
850 x 30 second commercials Morning, Afternoon,
Product Category Exclusivity Internet, Mobile, Fixed, Pay TV
Weeks on air each year 44 weeks
Copy Writing Included in fee
Cost Breakdown by Business Unit
Business Unit Total media
Alan Jones Dollar
$38,800,000 52.35% $628,200
$4,000,000 5.4% $64,800
Mobile $25,255,556 34.08% $408,960
Shops $6,055,560 8.17% $98,040
TOTAL $74,111,116.00 100% $1,200,000
2 July 2002
Prepared by Peta... [continues]
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