January, 2010

The Power Of Local Broadcast TelevisionThe Power Of Local Broadcast Television

ProgrammingProgramming

The Power Of Local Broadcast TelevisionThe Power Of Local Broadcast Television

ProgrammingProgramming

Targeting Political Advertising on Television?

Who are the Viewers!

The American Political Landscape per MediaMark Research

Source: 2008 Doublebase MediaMark Research and Intelligence

Did Not Answer/Non-Political

20.2%

Middle-of-the-Road

27.9%

Middle-of-the-Road

27.9%

Somewhat Conservative

20.2%

Very Conservative

11.6%Very

Liberal

5.0%

Somewhat Liberal

10.9%

Did Not Respond

24.4%

If You Take Out the “Did Not Answer/Non-Political”

Source: 2008 Doublebase MediaMark Research and Intelligence

6.6%

14.4%

36.9%

26.7%

15.3%

Very Liberal SomewhatLiberal

Middle of theRoad

SomewhatConservative

VeryConservative

42.0%21.0%

Both Broadcast TV and Cable offer opportunities to target the spectrum from conservative through liberal.

Targeting via News

Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

Middle- Somewhat SomewhatCable Nets of-the-road Conservative Liberal

Bloomberg TV 93 117 82CNBC 109 110 111CNN 108 106 112Fox News Channel 102 114 87Headline News CNN 107 108 114MSNBC 107 108 122

Targeting via News:

Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

Bloomberg TV 93 117 82CNBC 109 110 111CNN 108 106 112Fox News Channel 102 114 87Headline News CNN 107 108 114MSNBC 107 108 122

Broadcast TV

Early Eve News M-F 114 110 103Early Eve News WKD 107 107 93Early Morning News 104 103 81Early Morn Talk/News/Info 111 112 113Late Nite News/Info 101 102 84News Specials 118 124 120Sunday News/Interviews 100 116 113

Middle- Somewhat SomewhatCable Nets of-the-road Conservative Liberal

Targeting via Sports

Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

Middle- Somewhat SomewhatCable Nets of-the-road Conservative Liberal

ESPN 106 114 109Fox Sports Net 114 116 106Outdoor Channel 107 129 72

Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

Middle- Somewhat SomewhatCable Nets of-the-road Conservative Liberal

ESPN 106 114 109Fox Sports Net 114 116 106Outdoor Channel 107 129 72

Broadcast TV

College Football 112 125 107College Basketball 106 123 118Pro Football 119 118 109Golf 101 136 98

Targeting via Sports

Prime Time

Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

Middle- Somewhat SomewhatCable Nets of-the-road Conservative Liberal

TBS 107 105 111TNT 108 104 105USA Network 106 102 106Lifetime 103 102 92FX 109 107 104Hallmark 102 115 85Discovery Channel 105 106 102

Targeting General Audience

Targeting General Audience/Prime Time:

Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

Middle- Somewhat SomewhatCable Nets of-the-road Conservative Liberal

TBS 107 105 111TNT 108 104 105USA Network 106 102 106Lifetime 103 102 92FX 109 107 104Hallmark 102 115 85Discovery Channel 105 106 102

Broadcast TV

ABC Prime 119 111 100CBS Prime 119 114 101Fox Prime 112 99 105NBC Prime 119 105 114

Cable’s Top 10

Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

Top 10 Middle-of-the-Road

(ABC, NBC, CBS, Fox Prime Time Average: 117)

1. Fox Sports Net 1142. DIY Network 1143. Speed Channel 1144. Great American Country 1145. Country Music TV 1116. Golf Channel 1117. American Movie Classics 1108. E! 1109. ESPN Classic 110

10. The Learning Channel 110

Cable’s Top 10

Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

Somewhat Conservative

1. Golf Channel 129

2. Outdoor Channel 129

3. Great American Country 124

4. Versus 122

5. Military Channel 119

6. HGTV 118

7. Bloomberg TV 117

8. ESPN2 117

9. DIY Network 116

10. Fox Sports Net 116

Somewhat Liberal

1. Bravo 138

2. BBC America 133

3. Adult Swim 130

4. Fuse 129

5. E! 124

6. Style 123

7. MSNBC 122

8. Comedy Central 118

9. Vh1 117

10. Headline News 114

Broadcast TVFringe/Prime Genres

Middle- Somewhat SomewhatBroadcast TV Genres of-the-road Conservative Liberal

Daytime Talk/Variety 113 96 107

Prime General Drama 117 111 107

Prime PI, Suspense, Mystery, Crime117 108 98

Prime Sitcoms 117 97 112

Prime Reality Shows 115 108 95

Prime Documentary/Info 112 115 102

Prime Feature Films 103 96 71

Prime Entertainment Spec. 119 122 104

Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

Both Broadcast TV and Cable offer opportunities to

target the spectrum from conservative through liberal.

The Big Differences?

Broadcast Reaches more Potential Votes and do so at a Lesser Cost!