2008 good day en espanol underwriting partnership maximum results
TRANSCRIPT
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2008 GOOD DAY EN ESPANOL
Underwriting Partnership
MAXIMUM RESULTS
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WHY MARKET TO HISPANICS? Hispanics Are The Fastest Growing Population In
The Sacramento DMA
• Sacramento is the 20th largest television market in the nation -- the 11th largest Hispanic population in the US
• Sacramento’s Hispanic population totals 17.3% of the total population in the television viewing area.
• Within the past 4 years, the Sacramento market has seen an increase of +14% in Hispanic households
• Hispanics are the largest minority group in the area.*
• There are twice as many children under 18 in Hispanic households vs. non-Hispanic households.
• One out of every 5 homes are Hispanic in the Sacramento television market. However, one out of 3 homes are Hispanic in Stockton and Modesto
• 28.4% of Stockton/Modesto households are Hispanic
Source: NSI November 07 vs. November 04; *Hispanic NSI, Feb 2007
GOOD DAY SAP
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POSITIVE PR”“ [The Spanish
Population] … is part of
Sacramento’s lifeblood.
Broadcasting & Cable; March 7, 2005 [KMAX is saying] ’we
know you’re there and
we respect your
language and your
culture. ”
“
Broadcasting & Cable; March 7,
2005
GOOD DAY SAP
“
”
I definitely see this
as an example of
people figuring out that
this is a lucrative and
fast growing segment
of the market. -Sacramento Business Journal
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WHAT IS SAP ON GOOD DAY?
• Live Spanish interpreters inside a sound proof booth translate the fun and energy of Good Day Sacramento
• All viewers – English and Spanish - are fully aware of the service and the sponsor
• Simultaneous secondary audio program Spanish translation
• 31 hours of programming every week
• No subtitles
• Total English/Spanish program integration into Good Day Sacramento everyday; multiple times each day!
GOOD DAY SAP
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VIEWERS WATCH GOOD DAY
GOOD DAY SAP
Source: Nielsen Media Research 7a-9a Mon-Fri, Nov 2007
Adults 18-34Station 7-9 am Rating
KMAX 1.1
KCRA The Today Show 0.7KTXL Fox 40 Morning News 0.3
KXTV Good Morning America 0.2KQCA KCRA 3 News 0.0
Adults 18-49Station 7-9am Rating
KMAX 1.1
KCRA The Today Show 0.5KXTV Good Morning America 0.1KTXL Fox 40 Morning News 0.2KQCA KCRA 3 News 0.0
Adults 25-54Station 7-9 am Rating
KMAX 1.6
KCRA The Today Show 1.5KXTV Good Morning America 0.8
KTXL Fox 40 Morning News 0.3KQCA KCRA 3 News 0.1
Women 18-34Station 7-9 am Rating
KMAX 1.2
KCRA The Today Show 1.0
KTXL Fox 40 Morning News 0.6
KXTV Good Morning America 0.3KQCA KCRA 3 News 0.0
Women 18-49Station 7-9 am Rating
KMAX 1.8
KCRA The Today Show 1.6KXTV Good Morning America 0.9
KTXL Fox 40 Morning News 0.3KQCA KCRA 3 News 0.1
Station 7-9 am Rating
KMAX 1.1
KCRA The Today Show 0.5KXTV Good Morning America 0.1
KTXL Fox 40 Morning News 0.0KQCA KCRA 3 News 0.0
Men 18-34 Men 18-49Station 7-9 am Rating
KMAX 1.2
KCRA The Today Show 0.7KXTV Good Morning America 0.2
KTXL Fox 40 Morning News 0.2KQCA KCRA 3 News 0.1
Men 25-54Station 7-9 am Rating
KMAX 1.0
KCRA The Today Show 0.9KXTV Good Morning America 0.2
KTXL Fox 40 Morning News 0.2KQCA KCRA 3 News 0.1
Women 25-54Station 7-9 am Rating
KMAX 2.3
KCRA The Today Show 2.2KXTV Good Morning America 1.4
KTXL Fox 40 Morning News 0.3KQCA KCRA 3 News 0.1
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WEEKENDS TOO!GOOD DAY SAP
A18-49 F18-49 M18-49
Sat 7a-10a #1 #1 #2
Sun 7a-10a #1 #1 #1
A18-49 F18-49 M18-49
Sat 7a-10a #1 #1 #2
Sun 7a-10a #1 #1 #1
A18-49 F18-49 M18-49
Sat 7a-10a #1 #1 #2
Sun 7a-10a #1 #1 #1
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HISPANIC VIEWERS ARE TURNING TO GOOD DAY
SACRAMENTO
GOOD DAY SAP
Source: Hispanic Nielsen Feb 03 vs. Feb 07
11000 12000
1900
4000
6000
35002800 2600
KUVS KMAX KCRA KXTV
FEB'03 FEB'07
HispanicAdults 25-54
Up 210%
12000
14000
1700
5000 5000
26002000
2600
KUVS KMAX KCRA KXTV
FEB'03 FEB'07
Hispanic Adults 18-49
Up 294%
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• LIVE SAP Sponsorship hourly mentions during Good Day Sacramento
• WELLS FARGO SIGNAGE prominently on and inside the booth – the Wells Fargo Audio Booth
• ANIMATIONS in the lower third of the TV screen including Wells Fargo’s logo and promoting Wells Fargo as the sponsor (see next page)
• FULL SCREEN VIDEO BUMPS with Wells Fargo logo explaining SAP
• BONUS! SEGMENT INCLUSION Spanish interpreters inclusion inside segments (Teen’s Tune, Question of the Day, etc)
• BONUS! SAP available for Wells Fargo’s commercial audio tracks
SAP PROMOTIONAL ELEMENTS
GOOD DAY SAP
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SAP ELEMENTS
• A minimum of 14 animated stingers per week informing viewers that Good Day Sacramento can be heard en Espanol on the SAP channel
• Includes:• Audio mention of Wells Fargo
• Wells Fargo logo
• Camera Shot of the SAP Booth and Wells Fargo signage
STINGER ANIMATION IN LOWER THIRD OF
TV SCREEN
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• A minimum of 14 LIVE “full screen bumps” per week (going into or coming out of commercials)
• Includes Wells Fargo’s logo informing viewers that Good Day Sacramento en Espanol, is available on the SAP channel
FULL SCREEN VIDEO BUMPS WITH YOUR LOGO
EXPLAINING SAP
SAP ELEMENTS
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SAP ELEMENTS
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THE ANNUAL VALUE
Stinger Animations 728x
Full Screen Bumps 728x
Inclusion In Segments 364x
Minimum Total Mentions 1856x
Gross Impressions
Adults 25-54 35,246,000
Adults 18-49 39,992,000
VALUE: $323,779
GOOD DAY SAP
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$250,000
2008-2009 UNDERWRITING FEE
GOOD DAY SAP
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ONE MORE THING...GOOD DAY SAP
We’ll Create A Wells Fargo Stagecoach Facade For The SAP Booth!
Sponsored By
And Valley Small Businesses including