Why Local TV Station Why Local TV Station Websites?Websites?

Why Local TV Station Why Local TV Station Websites?Websites?

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Why Local Television Websites?Why Local Television Websites?Why Local Television Websites?Why Local Television Websites?

Because Local TV Websites reach local consumers and deliver effective ads.

Consumer purchases are local, and local television stations and websites connect with local customers.

Reach for local sites is competitive with national. Local media sites are the most valuable environment

on the Web for consumers trust in advertising. Local television news dominates news delivery to local

consumers on a typical day. Cross-platform campaigns drive traffic from television

to station’s websites. Television stations continue to increase their share of

local online dollars at the expense of local newspapers’ websites.

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Local Sites’ Reach Is Competitive with Local Sites’ Reach Is Competitive with National SitesNational Sites

Local Sites’ Reach Is Competitive with Local Sites’ Reach Is Competitive with National SitesNational Sites

3Source: comScore MediaMetrix December 2008

Local Properties: 6th Largest

Media Property Unique Users Reach

Google 149,026,994 78.2

Yahoo! Sites 145,708,019 76.4

MSN-Microsoft Sites 125,351,120 65.7

AOL-Time Warner Network 109,879,173 57.6

Fox Interactive Media 89,224,918 46.8

Local Properties 86,464,474 45.4

eBay 77,885,145 40.9

Ask Network 73,267,338 38.4

Amazon Sites 71,430,639 37.5

Local Media Sites Are the Most Trusted Local Media Sites Are the Most Trusted Environments for AdvertisingEnvironments for Advertising

Local Media Sites Are the Most Trusted Local Media Sites Are the Most Trusted Environments for AdvertisingEnvironments for Advertising

4Source: Centro, LLC, OPA Study by Jupiter Research, August 2008

Most valuable environment on the Web for consumers trust in advertising

The Majority of Americans Get Their News from a Local Television StationThe Majority of Americans Get Their News from a Local Television Station

78% of Americans get news from a local TV station.

73% get news from a national television network or a cable network.

61% get some kind of news online. 54% listen to a radio news program at home or in

the car. 50% read news in the print version of a local

newspaper. 17% read news in the print version of a national

newspaper. 5Source: Pew Internet & American Life Project’s Understanding the Participatory News Consumer, Jan. 2010

Pew Internet News Study:Study of where Americans get their news on a typical day revealed that:

Pew Internet News Study:Study of where Americans get their news on a typical day revealed that:

News and the Local Market News and the Local Market ConnectionConnection

News and the Local Market News and the Local Market ConnectionConnection

Trust local news writers and on-air personalities. Engage with the ads in local television news. Discuss, trust and remember ads they see in

local news relative to all other ads in competitive media.

6Source: Hearst Television/Magid Study

Local Television News Study:Study revealed that local broadcast television news viewers were most likely to:

Local Television News Study:Study revealed that local broadcast television news viewers were most likely to:

Amtrak capitalizes on National Train Day:

Goal – Attract consumers to four separate National Train Day

events.

Media – Local Television and local online in Chicago, D.C., LA and

NY during 2 weeks preceding 2008 National Train Day.

Results – Local TV drove thousands to Amtrak website and/or local

events. Generated in-market awareness, buzz and excitement. Campaign renewed and expanded in 2009.

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Amtrak’s Local Television Promotion for National Train Day

Amtrak’s Local Television Promotion for National Train Day

Backchannel Media: Four groups (Fisher, LIN, Gray, Hearst) are testing technology

that enables viewers to interact with locally placed commercials and provides a personalized website for info and purchase opportunities.

Open Mobile Video Coalition: Consortium of 25 broadcasters – including NBC Television,

Gannett, Sinclair, Fox Television, Belo, Scripps, Hearst and Lin. Created technical standards to enable stations to broadcast

local DTV signals to mobile devices. 2009 tests in Atlanta, Seattle and 2010 in Washington DC.

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TV Stations Begin Hyper-Local Advertising with Interactive and Mobile

DTV Initiatives

TV Stations Begin Hyper-Local Advertising with Interactive and Mobile

DTV Initiatives

News Over Wireless Develops Custom News Over Wireless Develops Custom Mobile Content for BroadcastersMobile Content for Broadcasters

News Over Wireless Develops Custom News Over Wireless Develops Custom Mobile Content for BroadcastersMobile Content for Broadcasters

News Over Wireless (NOW): NOW is a technology company that enables local television

stations to develop turn-key mobile solutions to which viewers can opt-in; these can be customized to the needs of an individual station and market.

Content can include live video, weather and traffic updates, text messages with news headlines, and more.

Over 130 local television stations, and over 30 broadcast groups, are partnering with NOW.

NOW has the ability to develop custom mobile content and programs that enable broadcasters – and their advertising partners – to connect with on-the-go customers.

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Use Local Broadcast Television’s many digital assets to target, reach and influence consumers.

Local television stations and websites connect with local customers.

Local television stations and websites connect with local customers.

Consumer

Consumer

HD TV Station

HD TV Station

Digital Subchannels

Digital Subchannels

Mobile DTVMobile DTV

PromotionsPromotions

Station Websites

Station Websites

Local Program

s

Local Program

s

Interactive

TV

Interactive

TV

Local OnlineSearch & Classified

Local OnlineSearch & Classified

LOCALLOCAL

SUPER LOCAL

HYPER-LOCALHYPER-LOCAL

TextMessagingCampaign

s

TextMessagingCampaign

s

Local television websites’ Local television websites’ share of revenue continues to share of revenue continues to

grow grow at the expense of at the expense of

local newspapers’ websites.local newspapers’ websites.

Local television websites’ Local television websites’ share of revenue continues to share of revenue continues to

grow grow at the expense of at the expense of

local newspapers’ websites.local newspapers’ websites.

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Local Online Advertising Share TrendsLocal Online Advertising Share TrendsLocal Online Advertising Share TrendsLocal Online Advertising Share Trends

Local TV web revenues are projected to grow to $1.684 billion in 2012.

Television stations continue to see their share of the local online dollars grow – up to 8.7% in 2009.

Newspapers’ share of local online advertising has slipped from a high of 44% in 2004 to an all-time low of 23.6% in 2009.

Pureplay has the largest share of the local online advertising at 51.9% in 2009.

Magazines’ and Radio’s shares average only about 2% for online advertising.

12Source: Borrell Associates, Benchmarking TV Website Revenues 2010

Local Online Advertising ShareholdersLocal Online Advertising ShareholdersLocal Online Advertising ShareholdersLocal Online Advertising Shareholders

13Source: Borrell Associates, Benchmarking TV Website Revenues 2010

Borrell Data for 2009Borrell Data for 2009

Top Local Online Ad Spending Top Local Online Ad Spending CategoriesCategories

Top Local Online Ad Spending Top Local Online Ad Spending CategoriesCategories

14Source: Borrell Associates, Benchmarking TV Website Revenues 2010

Annual Online Local Ad Spending Estimate 2009

Category $ Millions

General Merchandise Stores $3,270.347

Auto Marketing $2,459.228

Real Estate Services $1,519.842

Government $402,645

Food Stores $390,355

Retail Home Improvement $355,148

Furniture Stores $333,056

Computer-related Services $292,637

Pharmacies $266,283

Credit & Mortgage Services $262,661

Revenue Formats for TV WebsitesRevenue Formats for TV WebsitesRevenue Formats for TV WebsitesRevenue Formats for TV Websites

15Source: Borrell Associates, Benchmarking TV Website Revenues 2010

Borrell Data for 2009Borrell Data for 2009

*E-mail advertising, paid search, listings fees, sponsorships, etc.

Why Local Television Websites?Why Local Television Websites?Why Local Television Websites?Why Local Television Websites?

Because the combination of Local Television and Local TV Websites is efficient, smart

marketing.

Advertising spending in online is growing every quarter and has surpassed radio ad spending.

Local TV websites’ revenue is growing and local newspaper sites’ revenue is declining.

Spot television’s unique combination of on-air, online, on-the-go and out-of-home is highly effective.

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Thank YouThank YouThank YouThank You

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