wbbj the station for jackson, tn and beyond 2010 market analysis jackson, tn
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WBBJThe Station for Jackson, TN and Beyond
WBBJThe Station for Jackson, TN and Beyond
2010 Market Analysis2010 Market Analysis
Graves
Carroll
Madison Hende
rson
HardinMcNairyHardemanFayetteShelby
Tipton
Laud
erdale
Haywood
Crockett
Dyer
Obion
Weakley
Henry
Bent
onDe
catu
r
Wayne
Lewis
Hickman
Perry
Humph
reys
Houston
StewartMontgomery
Dickson
New MadridFulton
Hickman CallowayMiss-issippi
De Soto
Tate
Marshall Bent
on
Tippah
Alcorn
Prentiss
Tish
omin
go
Lauderdale
Colbert
Franklin
Cheste
r
Memphis
MO KY
MS
AL
TNGibson
Lake
Jackson, TN
The Jackson, TN DMA:An Overview
County WBBJ WJKT WBJKMadison 23.0 3.3 0.8Carroll 20.8 4.7 0.4Henderson 16.1 2.9 0.6Hardin 14.9 1.9 1.1Chester 16.9 1.4 0.3Gibson 17.9 3.2 0.1
2009 Sign/On-Sign-Off HH Share
Source: The Nielsen Company, 2009 NSI Diary County Coverage,U.S. Television Household Estimates, September 2009,Nov’09 NSI Jackson, TN
Graves
Carroll
Madison Hende
rson
HardinMcNairyHardemanFayetteShelby
Tipton
Laud
erdale
Haywood
Crockett
Dyer
Obion
Weakley
Henry
Bent
onDe
catu
r
Wayne
Lewis
Hickman
Perry
Humph
reys
Houston
StewartMontgomery
Dickson
New Madrid Fulton
Hickman CallowayMiss-issippi
De Soto
Tate
Marshall Bent
on
Tippah
Alcorn
Prentiss
Tish
omin
goLauderdale
Colbert
Franklin
Cheste
r
Memphis
MO KY
MS
AL
TNGibson
Lake
The Jackson, TN DMA is ranked 173rd by Nielsen, is comprised of 6 counties in Tennessee: Madison, Gibson, Chester, Carroll, Henderson and Hardin and contains 98,250 TV Households. Cable penetration in the market is 58%.
WBBJ achieves a 20 HH share in the DMA while WJKT achieves a 3 HH share and WBJK achieves a 1 share. As for the individual counties:
Source: 2007 SRDS Lifestyle Market Analysis
When It Comes Lifestyle Interests, Jackson, TN Ranks In The Top 50 In
Several Categories!
Activity U.S. Rank Index to U.S.
Entering Sweepstakes 3 138
Home Furnishing/Decorating 4 123
Bible/Devotional Reading 6 184
VCR Recording 13 112
Grandchildren 15 129
Our Nation’s Heritage 22 121
Current Affairs/Politics 26 116
Money Making Opportunities 35 116
Fine Art/Antiques 38 110
Self-Improvement 42 106
Improving Your Health 44 107
Fashion Clothing 44 107
Jackson, TN households are more likely to lead the following lifestyles:
Although Jackson, TN ranks 173rd in terms of DMA Households, it ranks higher in Per HH Total Retail Sales and in key sales per household categories.
Clothing & Accessory StoreSales Per Household
Rank: #59$1,612
Furniture & FurnishingStore Sales Per Household
Rank: #64$792
Building Materials &Garden Supplies
Sales Per HouseholdRank: #46$5,348
Major Household AppliancesSales Per Household
Rank: #147$332
*Includes Eating & Drinking Sales
Gasoline Service StationSales Per Household
Rank: #70$6,077
Health & Personal Care StoreSales Per Household
Rank: #35$2,610
Total Retail Sales*Per HouseholdRank: #117$37,018
Drugs, Health &Beauty Aids
Sales Per HouseholdRank: #79$3,317
General Merchandise StoreSales Per Household
Rank: #79$5,922
Liquor, Wine & BeerSales Per Household
Rank: #155$556
Flooring & Floor CoveringSales Per Household
Rank: #81$329
Eating & Drinking PlaceSales Per Household
Rank: #68$3,746
Furniture & Sleep EquipmentSales Per Household
Rank: #87$614
FootwareSales Per Household
Rank: #70$452
Motor Vehicle & Parts StoreSales Per Household
Rank: #100$5,768
Department StoreSales Per Household
Rank: #129$2,053
Men’s & Boy’s ClothingSales Per Household
Rank: #82$720
Women’s & Girl’s ClothingSales Per Household
Rank: #68$1,491
Source: 2009 Claritas
Category Number U.S. Rank
Cotton (acres) 112,914 25
Soybeans for Beans (acres) 162,219 65
Corn for Grain (acres) 155,162 74
Jackson, TN Agriculture
Jackson, TN is among the top 75 agricultural markets in Cotton, Soybeans for Beans and Corn for Grain.
Source: 2007 U.S. Census of Agriculture; Katz Agricultural Rankings 2009-2010
A Station Overview
WBBJ, an ABC affiliate, has been a Jackson, TN commercial broadcast station for over 50 years. On March 5 1955, the station signed on as WDXI and then on January 1, 1966, ownership changed and the call letters became WBBJ. WBBJ has been an ABC affiliate since February 1, 1967. WBBJ is West Tennessee’s first news source. WJKT, a FOX station, only airs one newscast each day at 9PM. The broadcast originates from their sister station in Memphis and contains no Jackson/local content.
Source: 2010 TV FactbookWBBJ.comThe Nielsen Company, 2009 NSI Diary County Coverage
ABC programming from Memphis is blocked due to network non-duplication protection. WBBJ’s syndicated product is also protected by syndex rules.
WBBJ-DT Coverage
Carroll
Madison
Hende
rson
HardinMcNairyHardemanFayetteShelby
Tipton
Laud
erdale
Haywood
Crockett
Dyer
Obion WeakleyHenry
Bent
on
Wayne Lawrence
Lewis
Hickman
Perry
Humph
reys
Houston
StewartMontgomery
Dickson
Mississippi
Crittenden
Clay
Dunk
in
Pemiscot
New Madrid
Stoddard
ButlerFulton
Hickman Graves Calloway
MarshallTrigg
Miss-issippi
Scott
Tunica
De Soto
Tate
Marshall Bent
on
Tippah
Alcorn
Prentiss
Tish
omin
go
Union
Lauderdale
Colbert
Franklin
Lawrence
Giles
Maury
Williams
Dav
Chea
tham
Robertson
ToddChristianCarlisle
Lake
Cheste
r
Deca
tur
Memphis
MO
MS
AR
TN
AL
DMA
Gibson
WBBJ DTV Signal
WBBJ Is Granted A Market Modification By
The FCCMarket Modification
In 2008, the Federal Communications Commission (FCC) granted WBBJ/ABC 7 a market modification to legally serve 24 additional communities, along with their own six county DMA. In May 2010,
The FCC granted an additional seven communities in Kentucky and Mississippi for a total of 31 additional communities. WBBJ is now considered a cable must carry in 13 Nashville DMA communities,
Seven Memphis DMA communities, nine Paducah/Cape/Harrisburg DMA communities and two Columbus/Tupelo/West Point DMA communities are included in the market modification. It was granted due to WBBJ’s strong share of viewership and community involvement with the 31 communities. WBBJ did not take these communities from their respective DMA’s, but was given the right to co-exist with the stations licensed to those communities. WBBJ is the only local news station between Memphis and Nashville, Paducah, KY and Tupelo, MS.
The communities in the Nashville DMA are: Camden (Benton County), Parsons, Perryville and Scotts Hill (Decatur County), Henry, Paris, Cottage Grove and Puryear (Henry County), Linden and Lobelville (Perry County), Clifton, Collinwood and Waynesboro (Wayne County).
The communities in the Memphis DMA are: Corinth (Alcorn County, Mississippi), Alamo (Crockett County), Dyersburg and Newbern (Dyer County), Bolivar (Hardeman County), Brownsville (Haywood County) and Selmer (McNairy County).
The communities in the Paducah/Cape/Harrisburg DMA are: Tiptonville (Lake County), Union City (Obion County), Dresden and Martin (Weakly County), Hazel and Murray KY (Calloway County), Mayfield KY (Graves County), Hickman and Fulton KY (Fulton County).
The communities in the Columbus/Tupelo/West Point DMA are: Burnsville and Iuka MS (Tishomingo County).
WBBJ IsJackson, TN’sMost Viewed
Station
WBBJ IsJackson, TN’sMost Viewed
Station
Source: The Nielsen Company, 2009 NSI Diary County Coverage
S/O-S/O Mon-Sun 7AM-1AM
WBBJ %Overachiev.
1900%
567%
1900%
567%
201
3
Daytime Mon-Fri 9AM-3PM
**
633%
**
633%
220
3
WBBJ %Overachiev.
*WBJK and WJKT do not air local news at 5PM, 6PM or 10PM.**Cannot be determined.
Early Fringe Mon-Fri 3-5PM
2000%
425%
2000%
425%
211
4
ABC
CW
FOX
WBBJ
WBJK
WJKT
ABC
CW
FOX
WBBJ
WBJK
WJKT
ABC
CW
FOX
WBBJ
WBJK
WJKT
Access Mon-Sun 6:30-7PM
3100%
1500%
3100%
1500%
3212
ABC
CW
FOX
WBBJ
WBJK
WJKT
4-4:30PM
2100%
340%
2100%
340%
221
5
ABC
CW
FOX
WBBJ
WBJK
WJKT
4:30-5PM
2100%
340%
2100%
340%
221
5
ABC
CW
FOX
WBBJ
WBJK
WJKT
Prime Mon-Sat 7-10PM/Sun 6-10PM
1200%
225%
1200%
225%
131
4
ABC
CW
FOX
WBBJ
WBJK
WJKT
Early News* Mon-Fri 5-5:30PM
**
1750%
**
1750%
3702
ABC
CW
FOX
WBBJ
WBJK
WJKT
Late Fringe Mon-Fri 10:30PM-12M
**
350%
**
350%
180
4
ABC
CW
FOX
WBBJ
WBJK
WJKT
Early News* Mon-Fri 6-6:30PM
3400%
1650%
3400%
1650%
3512
ABC
CW
FOX
WBBJ
WBJK
WJKT
Fringe Mon-Fri 5-6:30PM
**
1700%
**
1700%
3602
ABC
CW
FOX
WBBJ
WBJK
WJKT
Late News* Mon-Fri 10-10:35PM
**
1000%
**
1000%
3303
ABC
CW
FOX
WBBJ
WBJK
WJKT
WBBJ Is #1 In Every Daypart
2009 DMA HH Shares2009 DMA HH Shares
WBBJ: Jackson, TN’s Most Viewed Station
Warning: Don’t Buy Memphis To Cover Jackson, TN!
Daytime
1000%1000% 175%175% 450%450%1000%1000%2100%
*Early Fringe
2000%2000% 200%200% 600%600%
600%600%* * * *
Early News (5PM)
3600%3600% 517%517% 640%640%1750%1750%
****
*Cannot be calculated
Source: The Nielsen Company, 2009 NSI Diary County Coverage
2
37
120
2
37
120
Sign-On/Sign-Off
WBBJWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
WBBJ% Advantage
1900%1900% 186%186% 567%567% 900%900%
****
24
82
22
24
82
22WBBJWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
33
71
21
33
71
21WBBJWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
25
61
37
25
61
37WBBJWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
00
00
10
00
2009 DMA HH Shares2009 DMA HH Shares
Access
3100%540%540%3100%
**
3100%540%540%3100%
**
Prime
1200% 86% 333% 1200%
**
1200% 86% 333% 1200%
**
Late News
3200%371%725%3200%
**
3200%371%725%3200%
**
*Cannot be calculatedSource: The Nielsen Company, 2009 NSI Diary County Coverage
Early News (6PM) WBBJ% Advantage
3400%3400% 775%775%775%775%3400%3400%
****
Late Fringe
144
135
144
135WBBJ
WPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
155
132
155
132WBBJ
WPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
13
71
13
13
71
13WBBJWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
47
133
47
133WBBJ
WPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
WBBJWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
00
1
00
00
00
*260%350%1700%
**
*260%350%1700%
**
2009 DMA HH Shares2009 DMA HH Shares
45
018
45
018
00
1
WBBJ Reaches More Households Than The Jackson
Sun
Nov’09 WBBJ Television Households (M-Su/5A-2A) 97,000Net Weekly Circulation
Newspaper Average Daily Circulation(for 6 months ending 3/31/2010) SundayJackson Sun* 32,359
WBBJTV Households
WBBJ Gets Into More Living RoomsThan The Local Newspaper
Source: The Nielsen Company, Nov’09 NSI Jackson, TN3/31/10 Audit Bureau of Circulations FAS-FAX Report
97,000
Jackson SunSunday
32,359
*Circulation includes both home delivery, mail and single copy newsstand sales
WBBJ Reaches More Households Than Cable In The
Jackson, TN DMA
WBBJ Net-Weekly Cume (M-Su 5A-2A) 97,000
Nov’09Television Households
Cable Subscribers – DMA Total 57,260Charter Media – Jackson, TN (DMA’s largest Interconnect) 34,620
WBBJTV Households
DMA Cable TVHouseholds
WBBJ Is The WiseChoice Over Cable
Source: The Nielsen Company, Nov’09 NSI Jackson, TN
97,000
57,26034,620
Charter MediaSubscribers
LookAt WBBJ's Strength
Outside Of The DMA!
WBBJ: Reaches Viewers In Bonus Counties
WBBJ achieves at least a 15 cume in 12 outside counties surrounding the Jackson, TN DMA and is the #1 ABC affiliate in 8 counties of those counties.
Alcorn MS Memphis #1 ABC 15,010 28%
Crockett TN Memphis #1 ABC 5,470 40%
Dyer TN Memphis #1 ABC 14,850 35%
Hardeman TN Memphis #1 ABC 9,520 19%
Haywood TN Memphis 7,420 28%
McNairy TN Memphis #1 ABC 10,650 39%
Lake TN Paducah-Cape Girardeau-Harrisburg 2,080 33%
Obion TN Paducah-Cape Girardeau-Harrisburg #1 ABC 12,920 34%
Weakley TN Paducah-Cape Girardeau-Harrisburg #1 ABC 13,410 40%
Benton TN Nashville 6,790 15%
Decatur TN Nashville #1 ABC 4,630 37%
Henry TN Nashville 13,420 25%
Total Bonus TV Households: 116,170 31%
#1 ABC Affiliate County State DMA By HH Share Total TV HH Cume
Source: The Nielsen Company, 2009 NSI Diary County Coverage,U.S. Television Household Estimates, September 2009
2009 DMA Sign-On/Sign-Off HH Weekly Cume*2009 DMA Sign-On/Sign-Off HH Weekly Cume*
WBBJ: #1 In News In Decatur County In The
Nashville DMA!
Source: The Nielsen Company, 2009 NSI Diary County Coverage
Early News (6PM)WBBJ
% Advantage
155%155% 1300%1300% 40%40%
WBBJWKRN ABCWTVF CBSWSMV NBC 20
11
28
20
11
28
2
2009 Decatur County HH Shares2009 Decatur County HH Shares
WBBJ: #1 In News InCrockett County In The
Memphis DMA!
Source: The Nielsen Company, 2009 NSI Diary County Coverage
6
94
22
6
94
22
Early News (6PM)
WBBJWPTY ABCWREG CBSWMC NBC
WBBJ% Advantage
450%450% 144%144% 267%267%
2009 Crockett County HH Shares2009 Crockett County HH Shares
6
1
22
6
1
22
Early News (5PM)WBBJ
% Advantage
2100%2100% 120%120% 267%267%
10
WBBJWPTY ABCWREG CBSWMC NBC
9
14
34
9
14
34
Late News (10PM)WBBJ
% Advantage
580%580%143%143% 278%278%
5
WBBJWPTY ABCWREG CBSWMC NBC
WBBJ: #1 In News InMcNairy County In The Memphis
DMA!
Source: The Nielsen Company, 2009 NSI Diary County Coverage
Early News (6PM)
WBBJWPTY ABCWREG CBSWMC NBC
WBBJ% Advantage
1800%1800% 12%12% 27%27%
2009 McNairy County HH Shares2009 McNairy County HH Shares
15
021
15
021
Early News (5PM)WBBJ
% Advantage
** 40%40% 40%40%
15
WBBJWPTY ABCWREG CBSWMC NBC
15
1
19
15
1
19
17
*Cannot be calculated
WBBJ has a substantial reach in 12 outside counties surrounding the Jackson, TN WBBJ has a substantial reach in 12 outside counties surrounding the Jackson, TN DMA.DMA.
Rank Market TV Households127 La Crosse-Eau Claire
214,820
* WBBJ ASI214,420
128 Columbus, GA213,880
129 Corpus Christi199,560
130 Chico-Redding197,970
131 Amarillo 192,490
Source: The Nielsen Company, 2009 NSI Diary County Coverage,U.S. Television Household Estimates, September 2009
When these 12 neighboring counties are added to the Jackson, TN DMA, a WBBJ Area of Station Influence (ASI) is created in which the coverage is equivalent to a Nielsen TV Households rank of 128th.
Jackson, TN DMA
12 bordering DMA counties where WBBJ achieves at least a 15 Net Weekly Cume totaling 116,170 TV HHs.
WBBJ : Covering The Jackson, TN and Beyond
Graves
Carroll
Madison Hende
rson
HardinMcNairyHardemanFayetteShelby
Tipton
Laud
erdale
Haywood
Crockett
Dyer
Obion
Weakley
Henry
Bent
onDe
catu
r
Wayne
Lewis
Hickman
Perry
Humph
reys
Houston
StewartMontgomery
Dickson
New MadridFulton
Hickman CallowayMiss-issippi
De Soto
Tate
Marshall Bent
on
Tippah
Alcorn
Prentiss
Tish
omin
go
Lauderdale
Colbert
Franklin
Cheste
r
Memphis
MO KY
MS
AL
TNGibson
Lake
The WBBJ ASI Increases the Market’s Buying Power In Every
Major Category
% Increase
Effective Buying Income (000)
109%109%$4,117,580
$8,609,248
Jackson, TN WBBJ ASI
Total Retail Sales* (000)
101%101%$3,649,613
$7,332,350
Food Store Sales (000)
106%106%$297,782
$613,482
Grocery Store Sales (000)
108%108%$278,919
$580,424
TV Households
118%118%98,250
214,420
2008 Retail Categories2008 Retail Categories
Source: 2009 Claritas;The Nielsen Company, U.S. Television Household Estimates, September 2009
Apparel Store Sales (000)
69%69%$158,926
$268,663
Furniture, Home Furnishing & Appliance Store Sales (000)
72%72%$128,849
$222,204
Department Store Sales (000)
70%70%$202,384
$344,027
Eating & Drinking Place Sales (000)
69%69%
General Merchandise Store Sales (000)
98%98%$583,863
$1,154,460
$369,275
$624,503
*Includes Eating & Drinking Place Sales
% Increase
The WBBJ ASI Increases the Market’s Buying Power In Every
Major Category
2008 Retail Categories2008 Retail Categories
Source: 2009 Claritas
Jackson, TN WBBJ ASI
Furniture & Home Furnishing Store Sales (000)
45%45%$78,062
$113,542
Automotive Dealer Sales (000)
93%93%$568,654
$1,096,007
Gasoline Service Station Sales (000)
126%126%$599,151
$1,353,006
Building Materials Store Sales (000)
87%87%
Drug Store Sales (000)
133%133%$257,347
$599,417
$527,221
$985,556
% Increase
The WBBJ ASI Increases the Market’s Buying Power In Every
Major Category
2008 Retail Categories2008 Retail Categories
Source: 2009 Claritas
Jackson, TN WBBJ ASI
Why Buy WBBJ?
For Coverage Inside and Outside of
Jackson, TN the Obvious Choice is:
For Coverage Inside and Outside of
Jackson, TN the Obvious Choice is:
Jackson, TN has a per household Total Retail Sales of $37,018, making it the 117th ranked DMA in the U.S.
Jackson, TN is among the top 75 agricultural markets in Cotton, Soybeans for Beans and Corn for Grain.
WBBJ is the only station that efficiently and effectively covers the Jackson, TN DMA.
Buying Memphis does not cover Jackson, TN DMA!
WBBJ reaches more households than newspapers or cable.
WBBJ reaches into 12 outside counties in the Memphis, Nashville and Paducah-Cape Girardeau-Harrisburg DMAs which total 116,170 Television Households, creating a WBBJ’s Area of Station Influence (ASI).
This ASI greatly increases the Jackson, TN DMA in terms of Effective Buying Income, Total Retail Sales and other key economic figures.
Prepared & Issued ByPrepared & Issued ByContinental TV Sales ResearchContinental TV Sales Research
June 2010June 2010
ED-Plm/DTP/WBBJ/2010 Market Analysis
All data herein from all sources should be considered to be copyrighted and proprietary to that service and is licensed to be used by Continental TV Sales. Any other use may infringe on the owners copyright and may not be used unless permitted by the copyright holder.