using the power of wlwt.com to deliver cincinnati’s vehicle buyers april 2, 2007
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USING T
HE POW
ER OF W
LWT.C
OM
USING T
HE POW
ER OF W
LWT.C
OM
TO DELIV
ER CIN
CINNATI’S
VEHIC
LE BUYERS
TO DELIV
ER CIN
CINNATI’S
VEHIC
LE BUYERS
April 2, 2007April 2, 2007
Who is the Vehicle Buyer in Cincinnati?Who is the Vehicle Buyer in Cincinnati?
ProfileProfile
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AGE PROFILE of Cincinnati Vehicle PurchaserAGE PROFILE of Cincinnati Vehicle PurchaserThe M
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61% of Cincinnati Vehicle Buyers are Age 25-54.61% of Cincinnati Vehicle Buyers are Age 25-54.
GENDER PROFILE of Cincinnati Vehicle PurchaserGENDER PROFILE of Cincinnati Vehicle Purchaser
56% of Cincinnati Vehicle Buyers are Male.56% of Cincinnati Vehicle Buyers are Male.
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ETHNICITY PROFILE of Cincinnati Vehicle PurchaserETHNICITY PROFILE of Cincinnati Vehicle PurchaserThe M
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70% of Cincinnati Vehicle Buyers are White.70% of Cincinnati Vehicle Buyers are White.Over 19% are African-American.Over 19% are African-American.
INCOME PROFILE of Cincinnati Vehicle PurchaserINCOME PROFILE of Cincinnati Vehicle PurchaserThe M
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Over 40% have household incomes of $75,000+.Over 40% have household incomes of $75,000+.
EDUCATION PROFILE of Cincinnati Vehicle PurchaserEDUCATION PROFILE of Cincinnati Vehicle PurchaserThe M
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Over 57% are College Educated.Over 57% are College Educated.
THE INTERNETTHE INTERNETandand
Cincinnati Vehicle BuyersCincinnati Vehicle Buyers
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THE INTERNET & Cincinnati Vehicle PurchasersTHE INTERNET & Cincinnati Vehicle PurchasersThe M
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New Car Buyers spend over 130 New Car Buyers spend over 130 minutes a day online…minutes a day online…
18% more than the average 18% more than the average Cincinnati adult.Cincinnati adult.
Plan to Buy New Vehicle during next 12 months
Total Cincinnati Market
THE INTERNET & Cincinnati Vehicle PurchasersTHE INTERNET & Cincinnati Vehicle PurchasersThe M
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MEDIA DAY ANALYSIS:MEDIA DAY ANALYSIS:21% of the New Car 21% of the New Car
Buyer’s Media Day is spent Buyer’s Media Day is spent ONLINE … outperforming ONLINE … outperforming
the average for the the average for the Cincinnati market.Cincinnati market.
THE INTERNET & Cincinnati Vehicle PurchasersTHE INTERNET & Cincinnati Vehicle PurchasersThe M
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*Heavy Internet Users spend 430+ minutes per week online.
New Car Buyers are 27% more likely to be Heavily Exposed New Car Buyers are 27% more likely to be Heavily Exposed to the Internetto the Internet
PROFILEPROFILEWho is the WLWT.COM User?Who is the WLWT.COM User?
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AGE PROFILE of WLWT.COM UserAGE PROFILE of WLWT.COM UserThe M
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Over 70% of WLWT.COM users are Adults Age 25-54.Over 70% of WLWT.COM users are Adults Age 25-54.
Average Age: 38.4 Years Average Age: 39.2 Years
WLWT.COM super-serves the coveted 25-54 demographic.WLWT.COM super-serves the coveted 25-54 demographic.
ETHNICITY PROFILE of WLWT.COM UserETHNICITY PROFILE of WLWT.COM User
VEHICLE BUYERS ETHNICITY PROFILE
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Both WLWT.COM Users & Cinti Vehicle Buyers skew White.Both WLWT.COM Users & Cinti Vehicle Buyers skew White.
HOUSEHOLD INCOME of WLWT.COM UserHOUSEHOLD INCOME of WLWT.COM UserThe M
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WLWT.COM users have disposable income.WLWT.COM users have disposable income.
EDUCATION PROFILE of WLWT.COM UserEDUCATION PROFILE of WLWT.COM User
VEHICLE BUYERS EDUCATION PROFILEThe M
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WLWT.COM EDUCATION PROFILE
57% of Vehicle Buyers 57% of Vehicle Buyers are College Educatedare College Educated
66% of WLWT.COM Users 66% of WLWT.COM Users are College Educatedare College Educated
WLWT.COM’sWLWT.COM’sDelivery of Cincinnati’s AutomotiveDelivery of Cincinnati’s Automotive
Best Customer ProspectsBest Customer Prospects
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DELIVERING Cincinnati Vehicle PurchaserDELIVERING Cincinnati Vehicle PurchaserThe M
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With an index of 134, WLWT.COM Users are even With an index of 134, WLWT.COM Users are even more likely to be New Car Buyers than the market’s more likely to be New Car Buyers than the market’s
Heavy Internet Users.Heavy Internet Users.
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DELIVERING Cincinnati Vehicle PurchaserDELIVERING Cincinnati Vehicle Purchaser
WLWT.COM Users are Reachable All Day LongWLWT.COM Users are Reachable All Day Long
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DELIVERING Cincinnati Vehicle PurchaserDELIVERING Cincinnati Vehicle Purchaser
Over 52% of New Car Buyers are NOT EXPOSED
TO NEWSPAPER on an average weekday.
PLAN TO BUY NEW VEHICLE
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DELIVERING Cincinnati Vehicle PurchaserDELIVERING Cincinnati Vehicle Purchaser
WLWT.COM reaches nearly 44% of New Car Buyers WLWT.COM reaches nearly 44% of New Car Buyers who are not reached by weekday newspaperwho are not reached by weekday newspaper
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DELIVERING Cincinnati Vehicle PurchaserDELIVERING Cincinnati Vehicle Purchaser
WLWT.COM reaches MORE new vehicle buyer prospects WLWT.COM reaches MORE new vehicle buyer prospects than the Auto Sections of the Enquirer or Postthan the Auto Sections of the Enquirer or Post
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DELIVERING A UNIQUE AUDIENCE OF AUTO BUYERSDELIVERING A UNIQUE AUDIENCE OF AUTO BUYERS
PLAN TO BUY VEHICLE DURING NEXT 12 MONTHS
WLTV Newscasts WLTV Newscasts net cume reach of net cume reach of Vehicle Buyers is Vehicle Buyers is 69,20069,200
WLTV.COM WLTV.COM reaches reaches 40,000 40,000 Vehicle BuyersVehicle Buyers
13,00013,000DuplicatedDuplicated
Vehicle Vehicle BuyersBuyers
Adding WLTV.COM to WLTV Newscasts dramatically Adding WLTV.COM to WLTV Newscasts dramatically increases the reach of Vehicle Buyersincreases the reach of Vehicle Buyers
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IN THE CINCINNATI MARKET:
Vehicle Buyers are Heavily Exposed to the Internet
Vehicle Buyers spend more time each day online than the average adult in the market
Profiles of Cincinnati Vehicle Buyers & WLWT.COM users closely match
SUMMARYSUMMARY
WLWT.COM users have a great propensity for buying new vehicles this year…even outperforming the market’s Heavy Internet Users
On WLWT.COM, auto prospects are reachable at all hours of the day.
A large percentage of auto purchasers are not reached by newspaper on an average weekday, and WLWT.COM reaches those elusive auto buyers in large numbers.
WLWT.COM reaches more auto purchasers than the auto sections of the Enquirer or Post, significantly increasing reach.
UNIQUE AUDIENCE: WLTW.COM reaches a unique audience, adding UNIQUE AUDIENCE: WLTW.COM reaches a unique audience, adding significantly to the reach of vehicle buyers.significantly to the reach of vehicle buyers.