january, 2010 the power of local broadcast television
TRANSCRIPT
January, 2010
The Power Of Local Broadcast TelevisionThe Power Of Local Broadcast TelevisionThe Power Of Local Broadcast TelevisionThe Power Of Local Broadcast Television
Sources From Which US Adults Get Their News And Information % of Total - September 2009
2.1%
2.9%
4.4%
14.6%
19.4%
19.4%
31.1%TV
Daily newspaper
Radio
Online
Weekly community papers
Free shopper newspapers
Magazines
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 TVSource: ARAnet survey conducted by Opinion Research Corporation as cited in press release, September 24, 2009
Television Is America’s Primary Source Of News
Main Source For LOCAL News According to US Adults, By Age % Of Respondents - July 2009
TV 67% 60% 63% 69% 64%
Internet 21% 24% 12% 4% 17%
Newspapers 39% 33% 45% 53% 41%
Radio 22% 21% 14% 13% 18%
Television Is The Leading Source For LOCAL NEWS Among All Demographic Targets By Significant Margins
18-29 30-49 50-64 65+ 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
More Adults (Potential Voters) Say Local Broadcast Television is Their Primary Source of News
Public TV6.0%
Internet11.5%
Broadcast TV
39.1%
Newspapers13.7%
Radio9.8%
Cable News Networks
19.9%Source: Nielsen Media Research Custom Survey 2008
Adults (Potential Voters): Primary Source for News (%)
Broadcast Broadcast Cable NewsCable NewsAgeAge TVTV NetworksNetworks RadioRadio NewspapersNewspapers InternetInternet Public TVPublic TV
18+ 39.1 19.9 9.8 13.7 11.5 6.0
18-34 38.7 14.6 11.1 8.4 21.8 5.3
18-49 39.7 16.1 11.4 10.6 16.9 5.4
25-49 40.1 16.8 11.6 10.9 15.4 5.3
25-54 39.6 19.0 11.1 11.3 13.3 5.7
35-64 39.5 20.510.3 14.5 8.8 6.465+ 38.3 27.6 5.5 20.9 1.6 6.0
18+ 39.1 19.9 9.8 13.7 11.5 6.0
18-34 38.7 14.6 11.1 8.4 21.8 5.3
18-49 39.7 16.1 11.4 10.6 16.9 5.4
25-49 40.1 16.8 11.6 10.9 15.4 5.3
25-54 39.6 19.0 11.1 11.3 13.3 5.7
35-64 39.5 20.510.3 14.5 8.8 6.465+ 38.3 27.6 5.5 20.9 1.6 6.0
Source: Nielsen Media Research Custom Survey 2008
Radio7.0%
Newspapers26.2%
Internet1.5%
Public TV5.0%
Cable News Networks
5.5%
Broadcast TV
54.8%
More Adults (Potential Voters) Feel Local Broadcast Television is Most Involved in Their Community
Source: Nielsen Media Research Custom Survey 2008
Adults (Potential Voters): Most Involved in Community (%)
18+ 54.8 5.5 7.0 26.2 1.5 5.0
18-34 56.5 3.7 6.0 23.9 3.5 6.3
18-49 57.4 4.1 5.9 24.9 2.3 5.4
25-49 59.0 4.6 6.4 23.9 1.2 4.8
25-54 57.8 5.4 6.6 24.0 1.1 5.1
35-64 55.5 5.1 6.8 27.3 0.7 4.765+ 49.410.2 9.7 26.9 0.0 3.8
18+ 54.8 5.5 7.0 26.2 1.5 5.0
18-34 56.5 3.7 6.0 23.9 3.5 6.3
18-49 57.4 4.1 5.9 24.9 2.3 5.4
25-49 59.0 4.6 6.4 23.9 1.2 4.8
25-54 57.8 5.4 6.6 24.0 1.1 5.1
35-64 55.5 5.1 6.8 27.3 0.7 4.765+ 49.410.2 9.7 26.9 0.0 3.8
Source: Nielsen Media Research Custom Survey 2008
Broadcast Broadcast Cable NewsCable NewsAgeAge TVTV NetworksNetworks RadioRadio NewspapersNewspapers InternetInternet Public TVPublic TV
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: Source: Nationwide Harris PollNationwide Harris Poll of 2,985 U.S. adults surveyed online between January 12 and 17, 2006 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. by Harris Interactive®. Sampling error for the overall results is +/- 2 percentage points. Source: Source: Nationwide Harris PollNationwide Harris Poll of 2,985 U.S. adults surveyed online between January 12 and 17, 2006 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. by Harris Interactive®. Sampling error for the overall results is +/- 2 percentage points.
Who Is Seeing Your Message?Who Is Seeing Your Message?
The Hardwired Cable Story!The Hardwired Cable Story!
The Des Moines Edition!The Des Moines Edition!
The savvy politicalAdvertiser achieves 100% reach by using spot TV in any
Market they choose!
All Political Advertisers want their commercials to be All Political Advertisers want their commercials to be seen by 100% of the markets they choose!!! Right?seen by 100% of the markets they choose!!! Right?
Effectiveness = ReachEffectiveness = Reach
Local Cable:Local Cable:
Micro Targeting!Micro Targeting!
Micro Targeting?Micro Targeting?
Micro Delivery!Micro Delivery!
Des Moines July 2009Des Moines July 2009
OnmediaOnmedia is Missing is Missing62.2% of the market!62.2% of the market!
Total TV HH Total TV HH 432,410432,410Antennas Only (no cable) Antennas Only (no cable) 73,51073,510ADS (satellite, no cable) ADS (satellite, no cable) 155,668 155,668Total Cable Total Cable 204,410 204,410Onmedia Onmedia 164,660164,660Non Onmedia Cable Homes Non Onmedia Cable Homes 39,750 39,750
Total homes Missed by Onmedia 268,928Total homes Missed by Onmedia 268,928
Des Moines July 2009Des Moines July 2009
OnmediaOnmedia is Missing is Missing75.1% of the market!75.1% of the market!
Total TV HH Total TV HH 432,410432,410Antennas Only (no cable) Antennas Only (no cable) 73,51073,510ADS (satellite, no cable) ADS (satellite, no cable) 155,668 155,668Total Cable Total Cable 204,410 204,410Onmedia Onmedia 164,660164,660Non Onmedia Cable Homes Non Onmedia Cable Homes 39,750 39,750Non- Insertable HD Homes Non- Insertable HD Homes 55,98455,984
Total homes Missed by Onmedia Total homes Missed by Onmedia 324,912324,912
Local Cable:Local Cable:
Maximum Cost!Maximum Cost!
Net Program RA35+ Cost:
CNBC Fast Money 0 $90
CNN Paula Zahn .11 $126
FNXC O’Reily 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+:
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
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 GRP’s/Total Cost 30 $5,275
CPP - $175.83
Nov 2007 Des Moines M-F/Late News RA35+:
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+
Des Moines Cable County Des Moines Cable County By County Short Fall:By County Short Fall:
County TV HH Antennas Only Antennas Only ADS ADS Cable Cable Onmedia Non-Onmedia Total TV Homes Onmedia Is HD Homes Onmedia HD Is% TV HH % TV HH % TV HH 91.0% TV HH Missed By Onmedia Missing of the DMA 67.0% Missing of the DMA
Adair 3,090 27% 834 50% 1,545 23% 711 647 64 2,443 79.1% 433 86.0%Adams 1,690 9% 152 51% 862 40% 676 615 61 1,075 63.6% 412 75.6%Appanoose 5,430 19% 1,032 44% 2,389 37% 2,009 1,828 181 3,602 66.3% 1,225 77.4%Audubon 2,380 21% 500 24% 571 55% 1,309 1,191 118 1,189 50.0% 798 66.5%Boone 10,580 28% 2,962 34% 3,597 38% 4,020 3,659 362 6,921 65.4% 2,451 76.8%Calhoun 3,900 18% 702 48% 1,872 34% 1,326 1,207 119 2,693 69.1% 808 79.3%Carroll 8,560 7% 599 43% 3,681 50% 4,280 3,895 385 4,665 54.5% 2,610 69.5%Clarke 3,470 33% 1,145 44% 1,527 23% 798 726 72 2,744 79.1% 487 86.0%Dallas 23,340 17% 3,968 47% 10,970 36% 8,402 7,646 756 15,694 67.2% 5,123 78.1%Decatur 3,160 9% 284 56% 1,770 35% 1,106 1,006 100 2,154 68.2% 674 78.7%Franklin 4,290 17% 729 52% 2,231 31% 1,330 1,210 120 3,080 71.8% 811 81.1%Greene 3,690 25% 923 40% 1,476 35% 1,292 1,175 116 2,515 68.2% 787 78.7%Guthrie 4,480 11% 493 45% 2,016 44% 1,971 1,794 177 2,686 60.0% 1,202 73.2%Hamilton 6,380 11% 702 34% 2,169 55% 3,509 3,193 316 3,187 50.0% 2,139 66.5%Hardin 7,060 22% 1,553 36% 2,542 42% 2,965 2,698 267 4,362 61.8% 1,808 74.4%Humbolt 3,960 5% 198 53% 2,099 42% 1,663 1,514 150 2,446 61.8% 1,014 74.4%Jasper 14,650 19% 2,784 46% 6,739 35% 5,128 4,666 461 9,984 68.2% 3,126 78.7%Kossuth 6,350 5% 318 33% 2,096 62% 3,937 3,583 354 2,767 43.6% 2,400 62.2%Lucas 3,780 21% 794 37% 1,399 42% 1,588 1,445 143 2,335 61.8% 968 74.4%Madison 6,060 27% 1,636 56% 3,394 17% 1,030 937 93 5,123 84.5% 628 89.6%Mahaska 8,910 11% 980 30% 2,673 59% 5,257 4,784 473 4,126 46.3% 3,205 64.0%Marion 12,330 25% 3,083 44% 5,425 31% 3,822 3,478 344 8,852 71.8% 2,330 81.1%Marshall 15,330 11% 1,686 30% 4,599 59% 9,045 8,231 814 7,099 46.3% 5,515 64.0%Monroe 3,060 18% 551 53% 1,622 29% 887 808 80 2,252 73.6% 541 82.3%Pocahontas 3,190 7% 223 44% 1,404 49% 1,563 1,422 141 1,768 55.4% 953 70.1%Polk 173,600 16% 27,776 33% 57,288 51% 88,536 80,568 7,968 93,032 53.6% 53,980 68.9%Poweshiek 7,430 20% 1,486 29% 2,155 51% 3,789 3,448 341 3,982 53.6% 2,310 68.9%Ringgold 2,080 8% 166 64% 1,331 28% 582 530 52 1,550 74.5% 355 82.9%Story 32,650 23% 7,510 29% 9,469 48% 15,672 14,262 1,410 18,388 56.3% 9,555 70.7%Taylor 2,570 4% 103 63% 1,619 33% 848 772 76 1,798 70.0% 517 79.9%Union 5,260 11% 579 46% 2,420 43% 2,262 2,058 204 3,202 60.9% 1,379 73.8%Warren 16,770 19% 3,186 46% 7,714 35% 5,870 5,341 528 11,429 68.2% 3,579 78.7%Wayne 2,550 26% 663 61% 1,556 13% 332 302 30 2,248 88.2% 202 92.1%Webster 15,130 12% 1,816 25% 3,783 63% 9,532 8,674 858 6,456 42.7% 5,812 61.6%Wright 5,250 11% 578 48% 2,520 41% 2,153 1,959 194 3,291 62.7% 1,312 75.0%
Local Cable:Local Cable:
Micro Targeting!Micro Targeting!
Micro Targeting?Micro Targeting?
Micro Delivery!Micro Delivery!
Maximum Cost!Maximum Cost!
Broadcast ratings are more statistically reliable due to
high ratings!
Cable ratings are statistically unreliable due to low
ratings!
Therefore Cable’s 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! The Conclusion! Broadcast Vs Cable:Broadcast Vs Cable:
Local Cable:Local Cable:
Micro Targeting?Micro Targeting?
Micro Delivery!Micro Delivery!
Maximum Cost!Maximum Cost!