Media Strategy Report

BEAST Agency
Winnie Chan (n9327321)
Emily Sit (n9312030)
Prudy Chan (n9298461)
Alex Xiong (n )
Tutor: Hannah Rowe
Word Count: 2178

Introduction & Insights

Market Analysis
Personal number plates consider as a unique product, it does not belong to any
specific category. However, it can be defining under the automotive category. As once
people purchase a new vehicle it should be fit with a plate, which means higher
chance for them to create a personal number plates from PPQ.

Cars are the most popular transport in Australia, it has high market potential. The
industry has strong sales of new cars; consumers change to prefer affordable,
fuel-efficient imported vehicles (IBIS World, 2015). There are 13.3 million registered
a vehicle in Australia and 2 in 3 Australians own a car (ABC NEWS, 2014).
Importantly, women are more likely to use car compare to men (ABS, 2014). Besides,
Franchise (2016) believe the growth of electric cars can motivate people purchase
new car, so the chance of people creates a personal number plates will also increase.
SWOT analysis will cover the strengths, weaknesses, opportunities and threats while
PEST analysis will cover the possible influences of PPQ, which both will includes in
appendix 1.

Product Analysis
PPQ launching the Glam Plate range, which includes leopard and diamond plates. The
plates designed to the Car-Dashians who like to stand out through lifestyle and
fashion look. It can also be a medium to express their personality and femininity on
road. PPQ (2016) believes that the plates are a trend they wear every day that create
by a designer. PPQ use a wide range of media selection includes Facebook, Twitter,
Instagram, YouTube and own website.

As PPQ are the only body that sells plates in Queensland, there are no direct
competitors. However, other things that the target audience will spend money on are
the indirect competitors of PPQ. Category of Make Up and Clothing will be the
biggest indirect competition in women group (Weaver, 2012). Most women will spend
around $150 to $400 on clothing every month and spend most of the money on
cosmetics products annually (IBIS World, 2016). Mclntyre (2010) indicated these two
categories both used social media, outdoor advertising and TV as their main media
advertising.

*Target Audience Analysis

PPQ focused to target the Female Car-Dashian Customer Segment, which is women
driver who aged 18-49. They earn over $20,000 per year and like to wear clothes that
get them noticed and stand out. Besides, Brunot (2011) indicated that this group of
people are brand loyalty, they are more likely to repeat purchase if they have a good
purchase experience.

The media imperative shows that a significant amount of time is used in accessing
online content and listening to radio streams. Compared to TV usage although it holds
a higher percentage it is however not as likely to reach as much of the target audience
due to preference of media. Evidently the media frequency of radio and Internet is
triple the index preference of TV. Therefore, it is more suitable to priorities on
Internet and radio channels to achieve a higher reach.

Base on Roy Morgan data (2015), it shows that the target audiences are more likely to
be noticed and being stylish, which means that they are concern about image and want
to be the center of attention. In fact, 91% of the target audiences perceive to purchase
items that bring style and quality. Therefore, the media strategy will focus on PPQ can
help them express their self-confidence and self-belonging.

Insights
Car-Dashians love to show their persona and unique sense of style, therefore they will
acquire items, which convey this outlook to express their confidence being that center
of attention.

Media Objective
A high reach, low frequency campaign targeting young professional women 18-49
across a one-month continuity schedule.
The reason of using low frequency because PPQ is an established brand and there is
light competitive activity. Also, message of the advertising is simple and easy to
understand (tango, 2016). Besides, using high reach can help to expose the message to
a maximum amount of potential customer (Lane, 2016). Therefore, it can help to
increase the sales of the plates.

Media Strategy
Based on the insight, we want the target audience to know that PPQ can help them to
enhance their self-confidence and self-belonging. Not only be the center of attention,
but also become a fashion queen.
To develop a creative campaign, we will be using social media, outdoor billboard and
radio to launch the new product by using three ambassadors in various age groups. To
maximize the reach, we host a competition to attract people attention and create hype.
People need to upload a short and simple video of themselves and their plate (It can
be in different filming style such as, a girl driving her car and show her sexy and
confident look on the camera). Throughout the competition, the winners will be
chosen by PPQ, two for diamond and two for leopard. PPQ will be based on the
decoration, specialty and the meaning of the plate to decide. By ensuring the
campaign is unique and attractive, first the final winners will receive a free plate from
PPQ that design and decorate by them. Second, they have a chance to show
themselves in public and be the next top model for PPQs advertisement.

Media Objective & Strategy Evaluation Plan

There are multiple methods to monitor and measure the campaign effectiveness. By
evaluating the strategy, we want to prevent any media wastage or mistakes throughout
the campaign. For radio and outdoor advertisement, we can measure through sales
and ROI (Morello, 2016). For social media including Facebook, Instagram, YouTube
and Twitter, we can measure the exposure, page view and search engine ranking such
as, track the total number of followers and review the number of people who
commented or liked the posts. Also, figure the number of times the links will be
clicked and measure the time the posts have been shared (Kelly, 2010). This preevaluation help ensure the campaign can increase the brand awareness and
recognition from people who might not know about this product, also it can increase
the brand loyalty from the current customers. More importantly, this would motivate
more people to purchase the product, and increase market sales.

Post- Analysis
When the campaign comes to the end, post analysis will be helped to analyze the
success and failure or avoid the same mistakes in future campaign.

Main Media Channels

Social Media
Social Media will be the first media channels to engage the target audience. It will
mainly focus on Facebook, Twitter, YouTube and Instagram as the media platform.
According to Roy Morgan data (2015) claims that 99.6% of young women aged
18-49 who are tend to use more Internet than other media. Social media is a powerful
tool that can influence consumers. Moreover, social media is the most cost effective
channel, but it able to reach a large amount of people within a short period and due to
the geo-targeted it can accurately reach the specific audience on Facebook, as it can
increase high visibility (Sandilands, 2016). Camody (2016) found that people are
averaging ten hours a day engaging with digital devices. Social media provides
instantaneous communication; allowing consumers and brands to give feedback and
response, like or share the post. It can increase the engagement and direct
relationship with the customers (DeMers, 2014). This could build up a brand
reputation and brand loyalty. NiBussinessInfo (2016) states that social media can
indirectly uplift the brand website by showing universal search engine results, and to
improve the online sales and search traffic. Every media channels have differing
benefits and disadvantages, company can adjust the weakness to strength. The biggest
drawback of using social media will be the risk of getting any unwanted tone, because
it is public and open for any criticism (Mandrusiak, 2011). As we cannot control the
risk of negative comments, we can reference these comments to reposition and
redirect our brand, improving customer services and product quality.

Radio
Radio will be the second media channels to advertise the product throughout
Queensland. Based on the media imperatives, 91.7% of young women listen to radio
while they are driving or having breakfast and 34% of them will listen over one to
three hours per day. Nova 106.9, Hit 105 and 97.3 are the most frequent radio
channels, and it will be announced during the breakfast and driving period, as the data
showed the highest population (Roy Morgan, 2015). Besides social media, radio is a
low production cost platform that requires less resource, since it is a local channel it is
useful to targeted national audience (Strategicmedia, 2011). People can listen to the
radio in anytime and anywhere, as it is easy to produce and post it quickly (TheWire,
2014). Radio is influential as they offer a live read, audience seem like they are
hearing from their friend, consequently, this increase credibility to the product. It not
only gives a power of sound, but also provides promotional opportunities to attract
people attention (Radio Results, 2016). The biggest disadvantage for radio would be
lack of visual appeal, it might be a limitation for the company (Kokemuller, 2016),
whereas audience can use of their imagination to create interest and awareness of the
product. To reach the maximum amount of customers, and prevent media wastage, the
frequency for Nova 106.9, Hit 105 and 97.3 will be three, two and two respectively.

Outdoor
Outdoor will be the last media channels to promote the product and indirectly interact
with the customers. The advertisements will be placed near the roadside and
Westfield shopping center, as it shown that the size will vary depending on the area.
For roadside will be used of big billboard- superlite and 24 sheets, as it shown in the
Roy Morgan data (2015) it has 68.8% of people see this billboard while they were
driving. There are five Westfield shopping centers in Queensland, they will all be
used of digital screens and it is the second highest place to advertise (55.8%). More
than 74% of consumers see billboards every day and half of them will have a strong
memory (Billboards Australia, 2016). By advertising on outdoor, it can reach mass
audience quickly, due to 24 hours per day people cannot switch the channel or turn a
page. At the result, audience will be viewed multiple times per week and have a hard
time to forget because of high visibility and reach (Cartmell, 2016). More importantly,
the size of the advertising has created a high attention grabbing from the audience
because they are creative, colorful and large (Dimmock, 2015). Although, outdoor
advertising can reach mass audience, audience might not be able to read and
understand the message within few seconds (Robertson, 2016). Also, outdoors
billboard have two biggest limitations, first it can only reach a limited area, and it
cant specifically reach the target audience. This can be a problem of media and
money wastage (Visual Posters, 2016). Outdoor cannot specifically targeted the target
audience, however, some people who might have a chance to buy the product, for
example, male can buy for their partner as a gift.

Alternative Media Channels

Magazine
Magazine has a power to reach specific target audience and provide a higher quality
of the image (Allbusiness, 2016). Also, it has a longer life in the market (Chand,
2012). Likewise, a lots of womens magazine take longer time to edit, create and
publish, it needs to book the space for the advertising for one month in advance
(Evans, 2012). It will be a limitation for the advertising format and placement used,
and it has a high production cost (Brassel, 2016). More importantly, magazine is
nationally published, this turned high media wastage (Kokemuller, 2016).

TVC
Television is one of the most powerful media platforms to promote, it can reach a
large audience within a short period (Richards, 2016) and it could convey the message
into sound, action and visual (Videotise, 2013). However, the cost for TVC is very
high and people always try to avoid any advertisement as possible (Gilani, 2016).
Audience need longer period to understand message retention.

Media Budget & Schematic Time

Media Budget
This is the cost of each media channels included the cost per spot, the media channel
individuals and the total cost of each channels spending. The cost of social media
ambassadors is based on the 2014 Instagram Rate Card (Appendix 5).
Media

Channel

Radio

Cost per spot/

Individual Cost

Gross Media

Spot rate ($)

($)

Cost ($)

Nova 106.9

220

20460

Hit 105

200

12400

97.3 M

280

17360

11,500

92000

1500

27000

500

12500

Elle Fergusion

750

6000

Pip Edwards

350

2800

Oz Beauty experts

250

2000

Friend in fashion

500

4000

3480

3480

Out of home

Large Format

advertising

Supersites
Large format- 24

50,220

131,500

Sheet
Westfield Digital
Screen
Social media

Ambassadors-

Prices/ Awards

18,280

200,000
Figure 1: Budget of the PPQ Campaign (PPQ Planning Rate Book, 2015)

Media Schematic Time

The table below is the time period of media used during the campaign. The detail of
media time occurrence, and day of occur (Appendix 6).

Figure 2: Media Schematic of the PPQ campaign

Reference
ABC News. (2014). Two in three Australians drive to work, study of commuting
habits finds. ABC News. Retrieved from
http://www.abc.net.au/news/2014-02-03/two-in-three-australians-drive-to-wor
k-study-of-commuting-habit/5233950
ABS. (2014). 4102.2- Australia Social Trends, July 2013. Australia Bureau of
Statistics. Retrieved from
http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/4102.0Main+Features40
July+2013
Allbusiness,. (2016). Print Advertising Pros and Cons. Allbusiness. Retrieved 1 June
2016, from
https://www.allbusiness.com/print-advertising-pros-and-cons-2590-1.html
Billboardsaustralia,. (2016). Billboards Australia | Billboard Advertising and Outdoor
Advertising Australia wide.. Billboardsaustralia. Retrieved 1 June 2016, from
http://www.billboardsaustralia.com.au
Brunot, T. (2011). Generation Y Female Consumer Decision-Making Styles.
Smallbusiness.chron.com. Retrieved 15 April 2016, from
http://smallbusiness.chron.com/generation-y-female-consumer-decisionmaking-s
tyles- 51052.html
Carmody, B. (2016). Australians spend 10 hours a day on internet connected devices:
The digital trends your SME needs to know - SmartCompany. SmartCompany.
Retrieved 1 June 2016, from
http://www.smartcompany.com.au/technology/62659-australians-spend-10-hours
-a-day-on-internet-connected-devices-the-digital-trends-your-sme-needs-to-kno
w/
Cartmell, T. (2016). Benefits of Outdoor Advertising. Continentaloutdoor. Retrieved 1
June 2016, from http://www.continentaloutdoor.com/benefits-of-outdoor

Chand, S. (2012). 6 Main Advantages of the Magazine Advertisements.

YourArticleLibrary. Retrieved 1 June 2016, from
http://www.yourarticlelibrary.com/advertising/6-main-advantages-of-the-magazi
ne-advertisements/2057/
DeMers, J. (2014). The Top 10 Benefits Of Social Media Marketing. Forbes.
Retrieved 1 June 2016, from
http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-so
cial-media-marketing/#45478e412a4d
Dimmock, J. (2015). 7 Benefits Of Outdoor Advertising. 360degreemarketing.
Retrieved 1 June 2016, from
http://www.360degreemarketing.com.au/Blog/bid/406256/7-Benefits-Of-Outdoo
r-Advertising
Evans, J. (2012). The advantages and disadvantages of magazine advertising.
Emeraldfrog. Retrieved 1 June 2016, from
http://www.emeraldfrog.co.uk/the-advantages-and-disadvantages-of-magazine-a
dvertising/
Franchise,. (2016). Automotive Industry Analysis 2016 - Cost & Trends.
Franchisehelp.com. Retrieved 15 April 2016, from
https://www.franchisehelp.com/industry-reports/automotivefranchise-industry-report/
Gilani, N. (2016). Advantages & Limitations of Television as an Advertising Medium.
Smallbusiness.chron.com. Retrieved 1 June 2016, from
http://smallbusiness.chron.com/advantages-limitations-television-advertising-me
dium-26148.html
GKF,. (2016). Radio Audience measurement Survey Summary reports. Retrieved 1
June 2016, from
http://www.gfk.com/fileadmin/user_upload/dyna_content/AU/Documents/Share
_Summary_Reports/Metro/2016/S22016/GfK_SummaryReport_Brisbane_-_Sur
vey_2_2016.pdf

Gogetternews,. (2014). 2014 Instagram Rate Card. Go Getter. Retrieved 1 June 2016,
from
https://gogettermagazine.wordpress.com/2014/05/26/paid-to-post-how-much-is-t
oo-much/
Ibisworld,. (2015). Automotive Industry in Australia Market Research | IBISWorld.
Ibisworld.com.au. Retrieved 15 April 2016, from
http://www.ibisworld.com.au/industry/default.aspx?indid=1913
Ibisworld,. (2016). Cosmetic and Toiletry Retailing in Australia Market Research |
IBISWorld. Ibisworld.com.au. Retrieved 15 April 2016, from
http://www.ibisworld.com.au/industry/default.aspx?indid=1879
Kelly, N. (2010). 4 Ways to Measure Social Media and Its Impact on Your Brand :
Social Media Examiner. Socialmediaexaminer. Retrieved 1 June 2016, from
http://www.socialmediaexaminer.com/4-ways-measure-social-media-and-its-imp
act-on-your-brand/
Kokemuller, N. (2016). Advantages & Disadvantages of Radio Advertising | eHow.
eHow. Retrieved 1 June 2016, from
http://www.ehow.com/list_6140483_advantages-disadvantages-radio-advertising
.html
Kokemuller, N. (2016). The Disadvantages of Magazine Advertising. Yourbusiness.
Retrieved 1 June 2016, from
http://yourbusiness.azcentral.com/disadvantages-magazine-advertising-3527.htm
l
Lane, T. (2016). How to Measure the Reach of TV Advertising.
Smallbusiness.chron.com. Retrieved 1 June 2016, from
http://smallbusiness.chron.com/measure-reach-tv-advertising-66414.html

Mandrusiak, M. (2011). AutomatedBuildings.com Column - The Disadvantages to

Social Media Marketing. Automatedbuildings. Retrieved 1 June 2016, from
http://automatedbuildings.com/news/sep11/columns/110826030404mandrusiak.h
tml
McIntyre, S. (2016). Which type of advertising is best for your company? BPS
Outdoor Media Blog. Bpsoutdoor. Retrieved from
http://www.bpsoutdoor.com/blog/?p=501
Morello, R. (2016). 7 Ways to Evaluate Your Marketing Plan. Chron. Retrieved 1
June 2016, from
http://smallbusiness.chron.com/7-ways-evaluate-marketing-plan-58331.html
NiBusinessInfo,. (2016). Advantages and disadvantages of using social media.
nibusinessinfo. Retrieved 1 June 2016, from
https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-using-s
ocial-media
PPQ,. (2015). AMB 319 Media Planning: Copy of PPQ Planning Rate Book. [Unit
material]. Retrieved 1 June 2016, from
https://blackboard.qut.edu.au/bbcswebdav/pid-6168503-dt-content-rid-6150552_
1/xid-6150552_1
RadioResults,. (2016). Benefits of Radio Advertising. Radioresults.com.au. Retrieved 1
June 2016, from http://www.radioresults.com.au/benefits-of-radio-advertising
Richards, L. (2016). What Are the Advantages of Advertising on TV?.
Smallbusiness.chron.com. Retrieved 1 June 2016, from
http://smallbusiness.chron.com/advantages-advertising-tv-3385.html
Robertson, T. (2016). The Advantages & Disadvantages of Billboards As an
Advertisement Tool. Smallbusiness.chron.com. Retrieved 1 June 2016, from
http://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisem
ent-tool-16143.html

Roy Morgan Research. (2015). Roy Morgan single source Australia. Retrieved from
https://blackboard.qut.edu.au/bbcswebdav/pid-6168489-dt-content-rid-577862
4_1/xid-5778624_1
Sandilands, T. (2016). Advantages and Disadvantages of Social Media Marketing.
Chron. Retrieved 1 June 2016, from
http://smallbusiness.chron.com/advantages-disadvantages-social-media-marketin
g-21890.html
Strategicmedia,. (2011). Retrieved 1 June 2016, from
https://www.strategicmediainc.com/newsroom/top-3-advantages-radio-advertisin
g
Tango,. (2016). Retrieved 1 June 2016, from
http://tangomm.com/blog/importance-of-frequency
TheWire,. (2014). The Pros and Cons of Radio Advertising - Cable One Business - The
Wire. Cable One Business - The Wire. Retrieved 1 June 2016, from
http://thewire.cableone.net/the-pros-and-cons-of-radio-advertising/
Videotise,. (2013). Advantages and Disadvantages Of Television Advertising.
Videotise. Retrieved 1 June 2016, from
http://www.videotise.net/blog/advantages-and-disadvantages-of-television-adver
tising
Visual Posters,. (2016). The Problem with Billboard Advertising. Visualposters.com.au.
Retrieved 1 June 2016, from
http://www.visualposters.com.au/print/the-problem-billboard-adv.html
Weaver, R. (2012). The Link between Clothing Choices and emotional/ States.
GoodTherapy.org. Retrieved from
http://www.goodtherapy.org/blog/link-between-clothing-choices-and-emotiona
l-states-0330124

Appendix 1:
SWOT Analysis
Strengths

Weaknesses

Unique personalised plates

Limited plate combinations

Variety of use purpose e.g. as a gift

Expensive price

Sales of new cars continues to

Non-refundable

grow, the chance of people buy a

Only available in Queensland

plates increase (IBIS World, 2015)

(PPQ, 2016)
Opportunities

The growth of electric cars

Threats

encourage people purchase new car,

it can motivate people purchase a

vehicle accessories

plates (Franchise, 2016)

No direct competition

People might spend on other

Purchase on other category like
Jewellery or clothes

Lots of government legislation

(Muller, 2011)

PEST Analysis
Political

Long term relationship with

The increase of the Australia GDP

government (PPQ, 2016)

may cause the increase of customer

The policy provide to the industry

spending (Trading Economics,

are weak (Australias Automotive

2016)

Manufacturing Industry, 2014)

Economic

Obscene or indecent number plate

combinations may cause the

Reduced production volumes in the

car industry (Uhlmann, 2015)

offensive to Government

The exchange rates remain

favourable (Dowling, 2014)

departments
Social

Preferences and lifestyle of market,

The internet now provides new

impact their choice of automotive

opportunities to reach target

(PwC, 2016)

audience through social media

Automotive invest in social media

outlets (Zorzini, 2015)

and digital campaign to engage the

Technology

Technology allow consumers the

target audience (PwC, 2016)

flexibility to customise their orders

Target audience are seeking new

(Hancock, 2016)

opportunity to personalise their own

New technology and innovation of

possessions (Keene, 2012)

automotive manufacture (PwC,

2016)

Appendix 2:
Psychographic of target audience
Attitudes

V%

I wear clothes to get me noticed

100%

I try to look stylish

91%

I am interested in being able to access the

internet wherever I am
I listen to the radio in the car
I live in a full and busy life
I believe quality is more important than
price
I enjoy clothes shopping
I have favourite brands for most thing I
buy and tend to stick to them
I have favourite brands for most things I
buy and tend to stick to them
I am always ready to try new and
different products

89.60%
87.40%
85%
83.30%
80.30%
75.80%
75.80%
70.20%

I feel financially stable at the moment

67.40%

Its important to look fashionable

63.40%

I try to buy Australian made products as

often as possible

62%

Appendix 3:
Demographic of target audience
Geographic

V%

Capital Cities

71.8%

Country Areas

28.2%

Aged Group

V%

Aged 18-24

21.30%

Aged 25-34

40.7%

Aged 35-49

38%

Employment

V%

Employed Full-time

71.1%

Employed Part-time

22.6%

Income

V%

$40000 to $69999

38.6%

Total $70000+

41.6%

Occupation

V%

Managers

21.1%

Semi-Professional

18.6%

Professional

16.7%

Marriage

V%

Married/

56%

Single/Not Married

44%

Quintile

V%

AB Quintile

41.8%

C Quintile

28.8%

D Quintile

18%

E Quintile

9.1%

FG Quintile

2.3%

Appendix 4:
Media Imperative of target audience
Media Usage (last 7 days)

V%

Index

Internet

99.6%

7%

FTA TV or Pay TV

92.9%

Radio

91.7%

8%

Outdoor advertising

82.3%

4%

Magazine

71.2%

4%

Media Usage (period)

V%

Index

Internet (Afternoon)

39.4%

21%

FTA TV or Pay TV (After

53.7%

10% (less significant)

Radio (Breakfast Time)

34.2%

23%

Radio (Afternoon)

24.2%

16%

Media Frequency

V%

Index

Light Commercial TV

36.9%

7%

34.2%

22%

41.6%

25%

Radio

V%

Index

Hit 105

18.3%

46%

NOVA 106.9

19.3%

69%

97.3 FM

17.7%

27%

Internet Site

V%

Index

Facebook

70.3%

11%

Google Search

81.5%

3%

YouTube

70.5%

43%

Dinner)

(<2hrs per day)

Medium Commercial
Radio (1<3 hrs per day)
Medium Internet (>9-24
hrs a week)

Outdoor Advertising

V%

Index

Big billboards (until

66.9%

34%

59.2%

3%

55.8%

2%

Mar15)
Big billboards on
roadsides (from Apr15)
Shopping centres/malls

Appendix 5:
2014 Instagram Rate Card (Gogetternews,2014)

Appendix 6:
The Day and time occurrence of media schematic
Platform

Channel

Day to occur

Time to occur

Running Period

Radio

Nova 106.9

Monday-Friday

Breakfast,

4 weeks start

Saturday- Sunday

Afternoon and

from July

Drive
Hit 105

Monday-Friday

Breakfast and

Saturday- Sunday

Drive

Monday-Friday

Breakfast and

97.3 M

Saturday- Sunday

Drive

Out of home

Large Format

Everyday

N/A

advertising

Supersites
Large format- 24

Everyday

Sheet
Westfield Digital

Everyday

Screen
Social Media

Ambassadors-

N/A

Elle Fergusion

2 time per weeks

Pip Edwards

2 time per weeks

Oz Beauty experts 2 time per weeks

Friend in fashion

2 time per weeks

Prices/ Awards

N/A

Appendix 7:
The table below is the radio share movement over Australia population (GKF, 2016)
Nova 106.9

Hit 105

97.3FM

Breakfast:

11.6 %

Breakfast:

10.3 % Breakfast:

13.7%

Morning:

10.2%

Morning:

11.8 % Morning:

13.5%

Afternoon:

11.7%

Afternoon:

13.6% Afternoon:

12.8%

Drive:

14.5%

Drive:

14.6% Drive:

Evening:
Weekend:

9.5%
11.8 %

15%

Evening:

8.8% Evening:

13.6%

Weekend:

9.2 % Weekend:

12.3%