2009 market analysis

WBBJ-TVThe Power Of Television

Jackson, TN

Jackson, TN: Boom-Town, USA2009 Market Analysis2009 Market Analysis

Graves

Carroll

Madison Hende

rson

HardinMcNairyHardemanFayetteShelby

Tipton

Laud

erdale

Haywood

Crockett

Dyer

ObionWeakley

HenryBe

nton

Deca

tur

Lewis

Hickman

Perry

Humph

reys

Houston

StewartMontgomery

Dickson

New Madrid Fulton

HickmanMiss-issippi

De Soto

Tate

Marshall Bent

on

Tippah

Alcorn

Prentiss

Tish

omin

go

Lauderdale

Colbert

Franklin

Cheste

r

Memphis

MO KY

MS

AL

TN

Wayne

Calloway

Gibson

Lake

The Jackson, TN DMA:An Overview

The Jackson, TN DMA is ranked 173rd by Nielsen, is comprised of 6 counties in Tennessee: Madison, Gibson, Chester, Carroll, Henderson and Hardin and contains 98,050 TV Households. Cable penetration in the market is 61%.

WBBJ-TV achieves a 21 HH share in the DMA while WJKT achieves a 3 HH share and WBJK achieves a 1 share. As for the individual counties:

County WBBJ-TV WJKT WBJKMadison 22.2 4.2 0.9Carroll 25.1 3.6 0.3Henderson 20.4 3.6 0.5Hardin 18.2 1.6 0.6Chester 19.2 1.6 0.2Gibson 18.4 2.7 0.0

2008 Sign/On-Sign-Off HH Share

Source: The Nielsen Company, 2008 NSI Diary County Coverage,U.S. Television Household Estimates, September 2008,Nov’08 NSI Jackson, TN

Graves

Carroll

Madison Hende

rson


Tipton

Laud

erdale

Haywood

Crockett

Dyer

ObionWeakley

Henry

Bent

onDe

catu

r

Lewis

Hickman

Perry

Humph

reys

Houston

StewartMontgomery

Dickson

New Madrid Fulton

HickmanMiss-issippi

De Soto

Tate

Marshall Bent

on

Tippah

Alcorn

Prentiss

Tish

omin

goLauderdale

Colbert

Franklin

Cheste

r

Memphis

MO KY

MS

AL

TN

Wayne

Calloway

Gibson

Lake

When It Comes Lifestyle Interests, Jackson, TN Ranks In The Top 50 In Several Categories!

Source: 2007 SRDS Lifestyle Market Analysis

Activity U.S. Rank Index to U.S.

Entering Sweepstakes 3 138

Home Furnishing/Decorating 4 123

Bible/Devotional Reading 6 184

VCR Recording 13 112

Grandchildren 15 129

Our Nation’s Heritage 22 121

Current Affairs/Politics 26 116

Money Making Opportunities 35 116

Fine Art/Antiques 38 110

Self-Improvement 42 106

Improving Your Health 44 107

Fashion Clothing 44 107

Jackson, TN households are more likely to lead the following lifestyles:

Although Jackson, TN ranks 173rd in terms of DMA Households, it ranks higher in Per HH Total Retail Sales and in key sales per household categories.

Clothing & Accessory StoreSales Per Household

Rank: #74$1,625

Food & Beverage StoreSales Per Household

Rank: #150$3,772

Furniture & FurnishingStore Sales Per Household

Rank: #38$1,204

Building Materials &Garden Supplies

Sales Per HouseholdRank: #58$5,593

Furniture, Home Furnishings& Appliance Store


Grocery & Other FoodSales Per Household

Rank: #86$6,018

Major Household AppliancesSales Per Household

Rank: #67$336

*Includes Eating & Drinking Sales

Gasoline Service StationSales Per Household

Rank: #71$6,167

Health & Personal Care StoreSales Per Household

Rank: #31$2,655

Total Retail Sales*Per Household

Rank: #71$43,877

Drugs, Health &Beauty Aids


General Merchandise StoreSales Per Household

Rank: #30$7,406

Liquor, Wine & BeerSales Per Household

Rank: #81$702

Flooring & Floor CoveringSales Per Household

Rank: #54$344

Eating & Drinking PlaceSales Per Household

Rank: #130$3,298

Furniture & Sleep EquipmentSales Per Household

Rank: #41$800

FootwareSales Per Household

Rank: #38$668

Motor Vehicle & Parts StoreSales Per Household

Rank: #52$8,717

Department StoreSales Per Household

Rank: #94$2,390

Men’s & Boy’s ClothingSales Per Household

Rank: #75$931

Women’s & Girl’s ClothingSales Per Household

Rank: #73$1,596

Source: 2008 Demographics USA (County Edition)

Category Number U.S. Rank

Cotton (acres) 107,242 31

Sweet Potatoes (100 weight) 720 44

Soybeans for beans (bushels) 6,135,554 57

Sorghum for Grain (bushels) 108,350 58

Corn for Grain (bushels) 12,544,433 67

Jackson, TN Agriculture

Jackson, TN is a top 75 agricultural market.

Source: 2002 U.S. Census of Agriculture; 2008-2009 Katz Agricultural Rankings

A Station Overview

WBBJ-TV, an ABC affiliate, has been a Jackson, TN commercial broadcast station for over 50 years. On March 5 1955, the station signed on as WDXI and then on January 1, 1966, ownership changed and the call letters became WBBJ-TV. WBBJ-TV has been an ABC affiliate since February 1, 1967. WBBJ is West Tennessee’s first news source. WJKT, a FOX station, only airs one newscast each day at 9PM. The broadcast originates from their sister station in Memphis and contains no Jackson/local content.

Source: 2009 TV FactbookWBBJ.comThe Nielsen Company, 2008 NSI Diary County Coverage

ABC programming from Memphis is blocked due to network non-duplication protection. WBBJ-TV’s syndicated product is also protected by syndex rules.

WBBJ-DT Coverage

Carroll

Madison

Hende

rson


Tipton

Laud

erdale

Haywood

Crockett

Dyer

Obion WeakleyHenry

Bent

on

Wayne Lawrence

Lewis

Hickman

Perry

Humph

reys

Houston

StewartMontgomery

Dickson

Mississippi

Crittenden

Clay

Dunk

in

Pemiscot

New Madrid

Stoddard

ButlerFulton

Hickman Graves Calloway

MarshallTrigg

Miss-issippi

Scott

Tunica

De Soto

Tate

Marshall Bent

on

Tippah

Alcorn

Prentiss

Tish

omin

go

Union

Lauderdale

Colbert

Franklin

Lawrence

Giles

Maury

Williams

Dav

Chea

tham

Robertson

ToddChristianCarlisle

Lake

Cheste

r

Deca

tur

Memphis

MO

MS

AR

TN

AL

DMA

Gibson

WBBJ DTV Signal

WBBJ Is Granted A Market Modification By The FCC

Market Modification

In 2008, the Federal Communications Commission (FCC) granted WBBJ/ABC 7 a market modification to legally serve 24 additional communities, along with their own six county DMA. WBBJ is now considered a cable must-carry in 13 Nashville DMA communities, 7 Memphis DMA communities and 4 Paducah/Cape/Harrisburg DMA communities. The market modification was granted due to WBBJ’s strong share of viewership and community involvement within the 24 communities. WBBJ did not take these communities from their respective DMA’s, but was given the right to co-exist with the stations licensed to those communities. WBBJ is the only local news station between Memphis and Nashville, Paducah KY and Tupelo MS. The communities in the Nashville DMA are: Camden (Benton County), Parsons, Perryville and Scotts Hill (Decatur County), Henry, Paris, Cottage Grove and Puryear (Henry County), Linden and Lobelville (Perry County), Clifton, Collinwood and Waynesboro (Wayne County).

The communities in the Memphis DMA are: Corinth (Alcorn County, Mississippi), Alamo (Crockett County), Dyersburg and Newbern (Dyer County), Bolivar (Hardeman County), Brownsville (Haywood County) and Selmer (McNairy County).

The communities in the Paducah/Cape/Harrisburg DMA are: Tiptonville (Lake County), Union City (Obion County), Dresden and Martin.

WBBJ-TV IsWBBJ-TV IsJackson, TN’sJackson, TN’sMost ViewedMost Viewed

StationStation

WBBJ-TV IsWBBJ-TV IsJackson, TN’sJackson, TN’sMost ViewedMost Viewed

StationStation

2008 DMA HH Shares2008 DMA HH Shares

Source: The Nielsen Company, 2008 NSI Diary County Coverage

S/O-S/O Mon-Sun 7AM-1AM

WBBJ %Overachiev.

2000%

600%

2000%

600%

211

3

Daytime Mon-Fri 9AM-3PM

**

500%

**

500%

240

4

WBBJ %Overachiev.

*WBJK and WJKT do not air local news at 5PM, 6PM or 10PM.**Cannot be determined.

Early Fringe Mon-Fri 3-5PM

2400%

525%

2400%

525%

2514

ABC

CW

FOX

WBBJ

WBJK

WJKT

ABC

CW

FOX

WBBJ

WBJK

WJKT

ABC

CW

FOX

WBBJ

WBJK

WJKT

Access Mon-Sun 6:30-7PM

3300%

3300%

3300%

3300%

3411

ABC

CW

FOX

WBBJ

WBJK

WJKT

4-4:30PM

2500%

767%

2500%

767%

261

3

ABC

CW

FOX

WBBJ

WBJK

WJKT

4:30-5PM

**

550%

**

550%

260

4

ABC

CW

FOX

WBBJ

WBJK

WJKT

Prime Mon-Sat 7-10PM/Sun 6-10PM

1300%

180%

1300%

180%

141

5

ABC

CW

FOX

WBBJ

WBJK

WJKT

Early News* Mon-Fri 5-5:30PM

**

3600%

**

3600%

370

1

ABC

CW

FOX

WBBJ

WBJK

WJKT

Late Fringe Mon-Fri 10:30PM-12M

1700%

800%

1700%

800%

1812

ABC

CW

FOX

WBBJ

WBJK

WJKT

Early News* Mon-Fri 6-6:30PM

3500%

3500%

3500%

3500%

3611

ABC

CW

FOX

WBBJ

WBJK

WJKT

Fringe Mon-Fri 5-6:30PM

**

3600%

**

3600%

3701

ABC

CW

FOX

WBBJ

WBJK

WJKT

Late News* Mon-Fri 10-10:35PM

**

3400%

**

3400%

350

1

ABC

CW

FOX

WBBJ

WBJK

WJKT

WBBJ-TV Is #1 In Every Daypart

WBBJ-TV: Jackson, TN’s Most Viewed StationWarning: Don’t Buy Memphis To Cover Jackson, TN!

Daytime

1100%1100% 200%200% 700%700%1100%1100%

**

Early Fringe

2400%2400% 317%317% 400%400%

733%733%* * * *

Early News (5PM)

3600%3600% 517%517% 640%640%3600%3600%

*****Cannot be calculated


2

36

121

2

36

121

Sign-On/Sign-Off

WBBJ-TVWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT

WBBJ-TV% Advantage

2000%2000% 250%250% 600%600% 950%950%

****


23

82

24

23

82

24WBBJ-TVWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT

35

61

25

35

61


15

61

37

15

61


00

00

00

00

Access

3300%580%580%3300%

**

3300%580%580%3300%

**

Prime

1300% 100% 367% 600%

**

1300% 100% 367% 600%

**

Late News

3400%400%600%

***

3400%400%600%

***

*Cannot be calculated


Early News (6PM)

WBBJ-TV% Advantage

3500%3500% 620%620%800%800%3500%3500%

****


Late Fringe

14

51

36

14

51


155

134

155

134WBBJ-TV

WPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT

23

71

14

23

71


57

135

57

135WBBJ-TV


11

46

118

11

46

118WBBJ-TV


00

0

00

00

00

0

1700%200%350%1700%1700%

*

1700%200%350%1700%1700%

*

WBBJ-TV Reaches More Households Than The Jackson Sun

Nov’08 WBBJ-TV Television Households (M-Su/5A-2A)104,000Net Weekly Circulation

Newspaper Average Daily Circulation(for 6 months ending 9/30/2008) SundayJackson Sun* 35,570

WBBJ-TVTV Households

WBBJ-TV Gets Into More Living RoomsThan The Local Newspaper

Source: The Nielsen Company, Nov’08 NSI Jackson, TN9/30/08 Audit Bureau of Circulations FAS-FAX Report

104,000

Jackson SunSunday

35,570

*Circulation includes both home delivery, mail and single copy newsstand sales

WBBJ-TV Reaches More Households Than Cable In The Jackson, TN DMA

WBBJ-TV Net-Weekly Cume (M-Su 5A-2A) 104,000

Nov’08Television

Households

Cable Subscribers – DMA Total 59,770Charter Media – Jackson, TN (DMA’s largest Interconnect) 38,800

WBBJ-TVTV Households

DMA Cable TVHouseholds

WBBJ-TV Is The WiseChoice Over Cable

Source: The Nielsen Company, Nov’08 NSI Jackson, TN

104,000

59,770

38,800

Charter MediaSubscribers

Let’s take a look atLet’s take a look atWBBJ-TV’s strength WBBJ-TV’s strength

outside of the DMA . . .outside of the DMA . . .

Let’s take a look atLet’s take a look atWBBJ-TV’s strength WBBJ-TV’s strength

outside of the DMA . . .outside of the DMA . . .

: Reaches Viewers In Bonus Counties

Alcorn MS Memphis 15,010 17%

Crockett TN Memphis #1 ABC 5,470 45%

Dyer TN Memphis #1 ABC 14,950 32%

Haywood TN Memphis #1 ABC 7,410 24%

McNairy TN Memphis #1 ABC 10,560 36%

Lake TN Paducah-Cape Girardeau-Harrisburg #1 ABC 2,080 44%

Obion TN Paducah-Cape Girardeau-Harrisburg #1 ABC 13,020 43%

Weakley TN Paducah-Cape Girardeau-Harrisburg #1 ABC 13,210 45%

Benton TN Nashville 6,790 16%

Decatur TN Nashville #1 ABC 4,630 34%

Henry TN Nashville #1 ABC 13,320 27%

Source: The Nielsen Company, 2008 NSI Diary County Coverage,U.S. Television Household Estimates, September 2008

2008 DMA Sign-On/Sign-Off HH Weekly Cume2008 DMA Sign-On/Sign-Off HH Weekly Cume

Total Bonus TV Households: 106,450 32%

#1 ABC Affiliate County State DMA By HH Share Total TV HH Cume

WBBJ-TV achieves at least a 16 cume in 11 outside counties surrounding the Jackson, TN DMA and is the #1 ABC affiliate in 9 counties of those counties.

WBBJ-TV: #1 In News In Decatur County In The Nashville DMA!



16

12

28

16

12

28

Early News (5PM)

WBBJ-TVWKRN ABCWTVF CBSWSMV NBC

WBBJ-TV% Advantage

133%133% **

75%75%

2008 Decatur County HH Shares2008 Decatur County HH Shares

Early News (6PM)WBBJ-TV

% Advantage

120%120% **

94%94%

WBBJ-TVWKRN ABCWTVF CBSWSMV NBC 17

15

33

17

15

33

Late News (10PM)WBBJ-TV

% Advantage

188%188% 475%475% 130%130%

WBBJ-TVWKRN ABCWTVF CBSWSMV NBC 10

4

8

23

10

4

8

23

0

0

WBBJ-TV: #1 In News InCrockett County In The Memphis DMA!


12

113

21

12

113

21

Early News (6PM)

WBBJ-TVWPTY ABCWREG CBSWMC NBC

WBBJ-TV% Advantage

600%600% 91%91% 75%75%

2008 Crockett County HH Shares2008 Crockett County HH Shares

WBBJ-TV: #1 In News In Lake County In The Paducah-Cape Girardeau-Harrisburg DMA!



22

17

24

22

17

24

Late News (10PM)

WBBJ-TVWSIL+ ABCKFVS CBSWPSD NBC

WBBJ-TV% Advantage

**41%41% 9%9%

2008 Lake County HH Shares2008 Lake County HH Shares

0

WBBJ-TV has a substantial reach in 11 outside counties surrounding the Jackson, TN DMA.

Rank Market TV Households128 Columbus, GA

213,980

* WBBJ-TV ASI204,500

129 Corpus Christi197,290

130 Chico-Redding197,280

131 Amarillo 192,090132 Rockford 188,860

Source: The Nielsen Company, 2008 NSI Diary County Coverage,U.S. Television Household Estimates, September 2008

When these 11 neighboring counties are added to the Jackson, TN DMA, a WBBJ-TV Area of Station Influence (ASI) is created in which the coverage is equivalent to a Nielsen TV Households rank of 129th.

Jackson, TN DMA

11 bordering DMA counties where WBBJ-TV achieves at least a 16 Net Weekly Cume totaling 106,450 TV HHs.

: Covering The Jackson, TN and Beyond

Graves

Carroll

Madison Hende

rson


Tipton

Laud

erdale

Haywood

Crockett

Dyer

Obion

Weakley

Henry

Bent

onDe

catu

r

Wayne

Lewis

Hickman

Perry

Humph

reys

Houston

StewartMontgomery

Dickson

New MadridFulton

Hickman CallowayMiss-issippi

De Soto

Tate

Marshall Bent

on

Tippah

Alcorn

Prentiss

Tish

omin

go

Lauderdale

Colbert

Franklin

Cheste

r

Memphis

MO KY

MS

AL

TNGibson

Lake

The WBBJ-TV ASI Increases the Market’s Buying Power In Every Major Category.

TV Households

109%109%98,050204,500

Effective Buying Income (000)

101%101%$4,153,609$8,341,932

Total Retail Sales (000)

86%86%$4,320,596$8,057,135

Food Store Sales (000)

70%70%$371,409$630,923

Eating & Drinking Place Sales (000)

78%78%$324,727

$578,671

General Merchandise Store Sales (000)

73%73%$729,248

$1,264,401

Department Store Sales (000)

43%43%$235,309

$337,253

Grocery Store Sales (000)

71%71%$346,758

$592,703

% Increase

Jackson, TN WBBJ-TV ASI

2007 Retail Categories2007 Retail Categories

Source: 2008 Demographics USA (County Edition)The Nielsen Company, U.S. Television Household Estimates, September 2008

Furniture, Home Furnishing & Appliance Store Sales (000)

53%53%$200,178$306,319

Furniture & Home Furnishing Store Sales (000)

36%36%$118,531$161,320

Automotive Dealer Sales (000)

75%75%$858,402$1,506,458

Gasoline Station Sales (000)

122%122%$607,223

$1,346,997

Building Materials Store Sales (000)

82%82%$550,789

$1,003,111

Drug Store Sales (000)

138%138%$261,422

$621,821

Apparel Store Sales (000)

77%77%$160,063$282,745

% Increase

Jackson, TN WBBJ-TV ASI

2007 Retail Categories2007 Retail Categories

Source: 2008 Demographics USA (County Edition)

When Buying Western Tennessee Remember:

Jackson, TN has a per household Total Retail Sales of $43,877, making it the 71st ranked DMA in the U.S.

Jackson, TN is a top 75 agricultural market.

WBBJ-TV is the only station that efficiently and effectively covers the Jackson, TN DMA.

Buying Memphis does not cover Jackson, TN DMA!

WBBJ-TV reaches more households than newspapers or cable.

WBBJ-TV reaches into 11 outside counties in the Memphis, Nashville and Paducah-Cape Girardeau-Harrisburg DMAs which total 106,450 Television Households, creating a WBBJ-TV’s Area of Station Influence (ASI).

This ASI greatly increases the Jackson, TN DMA in terms of Effective Buying Income, Total Retail Sales and other key economic figures.

For Coverage Inside and Outside ofJackson, TN the Obvious Choice is:

Prepared & Issued ByContinental TV Sales Research

April 2009

ED-Plm/DTP/WBBJ/2009 Market Analysis

2009 market analysis

Documents

household rank

household categories

food sales

key sales

footware sales

rank index

department store sales

tn agriculture jackson