january, 2010 the power of local broadcast television

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January, 2010 The Power Of Local Broadcast Television Slide 2 Sources From Which US Adults Get Their News And Information % of Total - September 2009 Note: numbers may not add up to 100% due to respondents not having an answer from the list; Read chart as saying that US adults get 31.1% of their news and information from TV Source: ARAnet survey conducted by Opinion Research Corporation as cited in press release, September 24, 2009 Television Is Americas Primary Source Of News Slide 3 Main Source For LOCAL News According to US Adults, By Age % Of Respondents - July 2009 TV67%60%63%69%64% Internet21%24%12%4%17% Newspapers39%33%45%53%41% Radio22%21%14%13%18% Television Is The Leading Source For LOCAL NEWS Among All Demographic Targets By Significant Margins 18-2930-4950-6465+Total (n=183)(n=420)(n=478)(n=399)(n=1,506) Source: Pew Research Center for the People & the Press survey as cited in pres release, September 14, 2009 Slide 4 More Adults (Potential Voters) Say Local Broadcast Television is Their Primary Source of News Source: Nielsen Media Research Custom Survey 2008 Slide 5 Adults (Potential Voters): Primary Source for News (%) Broadcast Cable News AgeTVNetworksRadioNewspapersInternetPublic TV 18+39.119.99.813.711.56.0 18-3438.714.611.18.421.85.3 18-4939.716.111.410.616.95.4 25-4940.116.811.610.915.45.3 25-5439.619.011.111.313.35.7 35-64 39.5 20.510.314.58.86.4 65+ 38.3 27.65.520.91.66.0 18+39.119.99.813.711.56.0 18-3438.714.611.18.421.85.3 18-4939.716.111.410.616.95.4 25-4940.116.811.610.915.45.3 25-5439.619.011.111.313.35.7 35-64 39.5 20.510.314.58.86.4 65+ 38.3 27.65.520.91.66.0 Source: Nielsen Media Research Custom Survey 2008 Slide 6 More Adults (Potential Voters) Feel Local Broadcast Television is Most Involved in Their Community Source: Nielsen Media Research Custom Survey 2008 Slide 7 Adults (Potential Voters): Most Involved in Community (%) 18+54.85.57.026.21.55.0 18-3456.53.76.023.93.56.3 18-4957.44.15.924.92.35.4 25-4959.04.66.423.91.24.8 25-5457.85.46.624.01.15.1 35-64 55.55.16.827.30.74.7 65+ 49.410.29.726.90.03.8 18+54.85.57.026.21.55.0 18-3456.53.76.023.93.56.3 18-4957.44.15.924.92.35.4 25-4959.04.66.423.91.24.8 25-5457.85.46.624.01.15.1 35-64 55.55.16.827.30.74.7 65+ 49.410.29.726.90.03.8 Source: Nielsen Media Research Custom Survey 2008 Broadcast Cable News AgeTVNetworksRadioNewspapersInternetPublic TV Slide 8 Local Broadcast News Is The Primary News Source for U.S. Adults 77% Of U.S. Adults Say They Watch Local Broadcast News Several Times A Week Or Daily. That Is More Than Those Who Watch Network Broadcast News, Cable News, or Go Online To Get News. 54% Of U.S. Adults Watch Local Broadcast News On A Daily Basis. Again, More Than The Other News Providers. People Of ALL AGES Watch Local Broadcast News Several Times A Week or Daily. 52% of Echo Boomers (Age 18-27) 69% of Gen X (Age 28-39) 83% of Baby Boomers (Age 40-58) Source: Nationwide Harris Poll of 2,985 U.S. adults surveyed online between January 12 and 17, 2006 by Harris Interactive. Sampling error for the overall results is +/- 2 percentage points. Slide 9 Who Is Seeing Your Message? The Hardwired Cable Story! The Des Moines Edition! Slide 10 The savvy political Advertiser achieves 100% reach by using spot TV in any Market they choose! Slide 11 All Political Advertisers want their commercials to be seen by 100% of the markets they choose!!! Right? Effectiveness = Reach Slide 12 Local Cable: Micro Targeting! Micro Targeting? Micro Delivery! Slide 13 Des Moines July 2009 Onmedia is Missing 62.2% of the market! Total TV HH 432,410 Antennas Only (no cable) 73,510 ADS (satellite, no cable) 155,668 Total Cable 204,410 Onmedia 164,660 Non Onmedia Cable Homes 39,750 Total homes Missed by Onmedia 268,928 Slide 14 Des Moines July 2009 Onmedia is Missing 75.1% of the market! Total TV HH 432,410 Antennas Only (no cable) 73,510 ADS (satellite, no cable) 155,668 Total Cable 204,410 Onmedia 164,660 Non Onmedia Cable Homes 39,750 Non- Insertable HD Homes 55,984 Total homes Missed by Onmedia 324,912 Slide 15 Local Cable: Maximum Cost! Slide 16 Net Program RA35+ Cost: CNBC Fast Money 0 $90 CNN Paula Zahn.11 $126 FNXC OReily Factor.47 $126 MSNBC Countdown.16 $90 ESPN Various Sports.54 $153 TNT Various.11 $100 USA Law and Order.27 $100 Total GRPS/Total Cost 1.67 $785 CPP - $470.06 Source NSI and TVB Nov 2007 Des Moines M-F/7-8P (Prime) RA35+: Slide 17 Source NSI and TVB In order to get 100 GRPS a week in cable you need to buy this schedule 59.9 times or a total of 419.3 spots! The share of A35+ of this schedule is 3% and the weekly cume is 3.8 Slide 18 Net Program RA35+ Cost: KCCI/CBS News 16 $2,800 WHO/NBC News 9 $1,750 WOI/ABC News 2 $200 KDSM/FOX News (9P) 3 $525 Total GRPs/Total Cost 30 $5,275 CPP - $175.83 Nov 2007 Des Moines M-F/Late News RA35+: Slide 19 In order to get 100 GRPS a week in broadcast you need to buy this schedule 3.2 times or a total of 12 spots! The Share of this Schedule 1x in each news is 79% of total A35+ watching and a 63 weekly cume of A35+ Slide 20 Des Moines Cable County By County Short Fall: Slide 21 Local Cable: Micro Targeting! Micro Targeting? Micro Delivery! Maximum Cost! Slide 22 Broadcast ratings are more statistically reliable due to high ratings! Cable ratings are statistically unreliable due to low ratings! Therefore Cables limited reach and frequency, as well as cost per point are unreliable! Cable has limited avails in programming so many spots run on lower rated end breaks! Quick response to your opponents' spots can not be address fast enough! The Conclusion! Broadcast Vs Cable: Slide 23 Local Cable: Micro Targeting? Micro Delivery! Maximum Cost!

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