Simply stated, co-op advertising is any ad with a shared cost. In co-op, a distributor, such as Paramount Domestic Television, will pay part of your costs for advertising our programming product. This can include:
- Radio
- Outdoor
- Cable
- Print
- Non-traditional opportunities that you
feel strongly about using--subject to
Paramount’s approval.
MEDIA CRITERIA: To qualify for co-op, you must meet certain Paramount guidelines, such as:
- Running on-air promos within
compatible programming, or in time
periods adjacent to the show you’re
promoting.
- Targeting your radio buys on stations
that will deliver our key demo.
- Placing your Outdoor in
demographically-targeted areas and
on heavily-trafficked roads.
PROPOSAL INFORMATION / REQUIREMENTS: When you submit your co-op proposal to Paramount, please be sure to include the correct documentation, as outlined on the next page.
SHARED (CO-OP) ADVERTISING PROGRAM
We are happy to work with you on your co-op needs for STAR TREK: VOYAGER. In preparing a request for co-op, it is of critical importance to Paramount that you have a fixed schedule of spots which you are committed to running to promote VOYAGER -- especially :30s.
To request co-op, please review the guidelines below. A Co-op Proposal Form and an On-Air Commitment Form are also included, which you can attach to your local media plan.
WHAT WE LOOK FOR IN A LOCAL MEDIA PLAN
When submitting your media plans for our evaluation, please keep the following guidelines in mind to facilitate the processing of your request:
MEDIA CRITERIA
MEDIA:
RECOMMENDED GUIDELINES
ON-AIR:
- Promos within compatible
programming each half-hour in the
2 - 3 hours leading into STAR TREK:
VOYAGER.
- Promos during daytime, late night, and
high-rated weekend programming.
RADIO:
- Targeted stations based on
demographic and psychographic
research (i.e. Simmons, Media Audit,
Scarborough).
- Maximize each station’s cume
audience before moving to the next
station.
- 3 - 5 spots per day; narrow hours and
narrow days per week to maximize
frequency and stay within budget
parameters.
OUTDOOR:
- Boards placed in high-income areas,
surrounding business centers and
heavily traveled streets and highways.
CABLE:
- Recommended for markets with
systems that cover 50% or more of
available households.
- 30 - 40 spots per week.
- Utilize cable network ratings in daypart
averages in Nielsen book.
PRINT:
- TV Guide (provided there is effective
penetration in market).
- Sunday supplement, including
boldface listings.
NON-TRADITIONAL:
- Please send a detailed description of
the opportunity.
WHAT WE NEED WITH YOUR CO-OP PROPOSAL
Please take a moment to review the required information below so that you can include the requested documentation with your proposal.
MEDIA:
WHAT TO SUBMIT WITH YOUR CO-OP PROPOSAL
ON-AIR:
- On-air schedule, including promo
length, number of spots per week, time
period and program (SEE ON-AIR
COMMITMENT FORM).
RADIO:
- Radio schedule, including weekly
GRPs (reach and frequency by week if
available), dayparts, formats, spots per
day, cost per point, and TOTAL COST.
- Detail of sponsorships, value-added
promotions and/or unique positioning.
OUTDOOR:
- Outdoor schedule with type of unit,
number of units, GRP showing and
COST.
CABLE:
- Cable schedule detailing cable
networks, spots per day, dayparts,
ratings (if available), and COST.
PRINT:
- Print schedule with size, content,
number of insertions, and COST.
NON-TRADITIONAL:
- A detailed description of the
opportunity.
PLEASE NOTE: ONLY CASH SCHEDULES WILL BE REIMBURSED.
If you have any questions regarding any aspect of our shared advertising program, we encourage you to call Mimi McLaughlin Newton at 323-956-5549 or Amy Witry at 323-956-5538. Proposals should be faxed to 323-862-0182.
CO-OP PROPOSAL FORM
STATION _________________ PROGRAM TIME PERIOD _________
