50% CONFIDENCE LEVEL
Affilias Response Projections
Phase I: Assumes 1.5 Registrations Per Conversion
90% Confidence Level: Base Levels. Assuming 1.5 registrations per conversion
Media Vehicle Total Imps Total Cost Est RR % Est. # of Resp. Est. Conv. Rate % Est. # of 1.5xReg.
TV 500,000,000 $6,500,000 0.7% 3,500,000 10% 525,000
Outdoor 100,000 $950,000 n/a 15,000 10% 2,250
Print 40,000,000 $1,500,000 0.7% 280,000 10% 42,000
Radio n/a $500,000 n/a 15,000 10% 2,250
PR 65,000,000 $3,000,000 0.6% 390,000 10% 58,500
Total: 605,100,000 $12,450,000 0.7% 4,200,000 10% 630,000
               
50% Confidence level: Double Response Rate. Assuming 1.5 registrations per conversion
Media Vehicle Total Imps Total Cost Est RR % Est. # of Resp. Est. Conv. Rate % Est. # of 1.5xReg.
TV 650,000,000 $8,500,000 1.4% 9,100,000 10% 1,358,175
Outdoor 100,000 $1,000,000 n/a 30,000 10% 4,500
Print 50,000,000 $2,000,000 1.4% 700,000 10% 102,375
Radio n/a $500,000 n/a 30,000 10% 4,500
PR 100,000,000 $4,500,000 1.0% 1,000,000 10% 150,000
Total: 800,100,000 $16,500,000 1.4% 10,860,000 10% 1,619,550
10% Confidence Level: Double Response and Conversion Rate. Assuming 1.5 registrations per conversion
Media Vehicle Total Imps Total Cost Est RR % Est. # of Resp. Est. Conv. Rate % Est. # of 1.5xReg.
TV 650,000,000 $8,500,000 1.4% 9,100,000 20% 2,716,350
Outdoor n/a $1,000,000 n/a 30,000 20% 9,000
Print 50,000,000 $2,000,000 1.4% 700,000 20% 204,750
Radio n/a $500,000 n/a 60,000 20% 18,000
PR 100,000,000 $4,500,000 1.2% 1,200,000 20% 360,000
Total: 800,000,000 $16,500,000 1.4% 11,090,000 20% 3,308,100
Note: Does not necessarily take into account the impact of registering of existing domains in the new TLD.
Affilias Response Projections
Phase II: Assumes 1.5 Registrations Per Conversion
90% Confidence level: Base Levels. Assuming 1.5 registrations per conversion
Media Vehicle Total Imps Total Cost Est RR % Est. # of Resp. Est. Conv. Rate % Est. # of 1.5xReg.
Direct Mail 4,500,000 $2,500,000 6.0% 270,000 10% 40,500
Customer Email 57,222,000 $100,000 17.0% 9,727,740 21% 3,064,238
Prospect Email 10,000,000 $500,000 9.0% 900,000 10% 135,000
Print 110,000,000 $7,500,000 0.8% 880,000 10% 132,000
Interactive 300,000,000 $5,000,000 1.4% 4,200,000 10% 630,000
Radio n/a $2,400,000 n/a 30,000 10% 4,500
Total: 481,722,000 $18,000,000 3.3% 16,007,740 10% 4,006,238
             
50% Confidence level. Assuming 1.5 registrations per conversion
Media Vehicle Total Imps Total Cost Est RR % Est. # of Resp. Est. Conv. Rate % Est. # of 1.5xReg.
Direct Mail 4,500,000 $2,500,000 6.0% 270,000 20% 81,000
Customer Email 57,222,000 $100,000 17.0% 9,727,740 20% 2,918,322
Prospect Email 10,000,000 $500,000 9.0% 900,000 20% 270,000
Print 110,000,000 $7,500,000 0.8% 880,000 20% 264,000
Interactive 300,000,000 $5,000,000 1.4% 4,200,000 21% 1,323,000
Radio n/a $2,400,000 n/a 30,000 20% 9,000
Total: 481,722,000 $18,000,000 3.3% 16,007,740 30% 4,865,322
10% Confidence level: Double Response and Conversion Rate (exception: Customer Email remains at 50%).
Assuming 1.5 registrations per conversion
Media Vehicle Total Imps Total Cost Est RR % Est. # of Resp. Est. Conv. Rate % Est. # of 1.5xReg.
Direct Mail 4,500,000 $2,500,000 3.0% 135,000 20% 40,500
Customer Email 57,222,000 $100,000 15.0% 8,583,300 20% 2,574,990
Prospect Email 10,000,000 $500,000 10.0% 1,000,000 20% 300,000
Print 110,000,000 $7,500,000 0.4% 440,000 20% 132,000
Interactive 300,000,000 $5,000,000 1.2% 3,600,000 21% 1,134,000
Radio n/a $2,400,000 n/a 30,000 20% 9,000
Total: 481,722,000 $18,000,000 2.9% 13,788,300 30% 4,190,490
Recap by Confidence Level           Registrations
90% Confidence Level 4,636,238
50% Confidence Level 6,484,872
10% Confidence Level           7,498,590