where trust is earned most watched local station! – most watched local station! – nsi...
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Where Trust is EarnedMOST WATCHED LOCAL STATION! – NSI NOV02-May10
About Austin • In January 2009, Austin entered the top 50 TV market. Austin is currently the 44th largest designated
market area (DMA) as of May 2011.
• Growth in the Greater Austin Region has been extraordinary! Austin’s Metropolitan Statistical Area population reached 1,716,289 in July 2010 -- which includes Travis, Williamson, Hays, Caldwell, and Bastrop counties.
• The Austin area grew 20.4% from 2000-2010, jumping from 656,562 residents to 790,390 residents.
Austin’s Metropolitan Statistical Area population grew 37.3% from 2000-2010, gaining 466,426 residents to 1,716,289.
• Austin, TX has been recognized by Brookings Institute’s MetroMonitors as one of 20 metro areas that had shown the strongest overall performance during a recession and having one of the strongest recoveries; with an increase in gross metro product and lower decline in employment and home prices since the peak of the recession.
• The civilian labor force for the Austin-Round Rock MSA averaged 766,500 for 2010, a 14% growth rate from 2000. The Austin areas unemployment rate stands below both national and state averages. Austin ranks #4 for projected job growth among metro areas –- forecasting a 24.7% growth between 2005-2015 according to Global Insight, Inc.
• Of the 50 fastest growing tech companies in Texas, 19 are based in Austin according to Deloitte & Touche USA LLP. A few of the cities largest tech employers include DELL, Samsung ,Intel, Advanced Micro Devices, 3M, Facebook and Google with Ebay soon to come.
• Nearly half of the region's population, 47%, is in the peak working years between the ages of 18-44 (compared to 39% nationally). The median age of the Austin metro is four years younger than the national median (31.8 years vs. 35.9 years).
• The median Austin MSA household income is $73,800 with the median home price of $199,300. • Over 36% of Austinites over 25 years hold a bachelor’s degree. The University of Texas (one of the nation’s
largest public universities) and six other major universities/colleges in the area provide an ample supply of well-educated, diverse, and talented workers to area employers.
• Austin’s quality of life has become its biggest economic development engine and lure. Best known as the ‘Live Music Capital of the World,’ Austin is host to many live-music events, including the Austin City Limits Festival and SXSW. These events along with the many other festivals, art exhibitions, performing arts, museums, sports teams, and surrounding Hill-Country vineyards makes Austin an attractive place to visit and make home.
Source: Real Estate Center at Texas A&M 2011 Market Study
Market Statistics
Universe and Penetration Estimates
DMA TV HH 707,430 23% Hispanic, 6.9% Black
Metro TV HH 650,120 24.1% Hispanic, 7.3% Black
Source: MAY2011 Nielsen Station Index
Austin DMA Market 44
• REACH - KVUE has the incomparable ability to reach the greater Austin population. It is the Austin area’s most watched television station sign on/sign off since November 2002! In the MAY11 ratings period, KVUE was #1 in most major M-F newscasts – 6AM, Midday, 5PM, 6PM, and 10PM. (-NSI-NOV02-MAY10)
• STRENGTH - KVUE’s ability to reach people in Central Texas is unmatched. Whether it’s ABC prime programs like Desperate Housewives, Grey’s Anatomy, The Bachelor, Dancing with the Stars, Private Practice; daytime and evening programming like Ellen, The View, and ET; there is no better way to reach women than KVUE. With Castle, Modern Family, That 70’s Show, King of Queens, Jimmy Kimmel, Nightline, and sports including College Football and Basketball, NBA , NASCAR, and more, KVUE can provide easy access to men you're looking to reach. Furthermore, KVUE’s #1 newscasts and programs tend to attract Central Texans with higher education & income levels that advertisers want to target.
• QUALITY - KVUE’s commitment to quality programming and excellence in journalism provide an environment that tends to attract middle and higher income levels (i.e., people with disposable income and able to afford a home). KVUE’s News Department is one of the most honored in the country, receiving the 2010 Emmy for Best Newscast for the 10pm news for medium sized markets. In 2010 Texas Associated Press awarded KVUE Best Newscast 6pm, Best Anchor Team, Best Spot Coverage (IRS Plane Crash), Best Spot Story Individual (IRS Plane Crash), Best Feature Story Serious, best Series, and Best Beat Reporting. The seven 1st place Texas AP awards are the most among Austin stations. KVUE also won the Austin Headliner’s Award for Best Television Spot Coverage for IRS Plane Crash in 2010.
• COMMUNITY - KVUE has built a solid foundation of public service with one simple goal to help people in our community. In 2011, KVUE was recognized with the Bonner McLane Public Service Award from the TAB. Each year we honor ‘5 Who Care’ and ‘5 Kids Who Care,’ recognizing outstanding members of our community who donate their time and efforts towards the betterment of their city. We are proud annual sponsors and exclusive partners for the Susan G. Komen Foundation’s ‘Race for the Cure’ and March of Dimes ‘March for Babies’, helping raise over $1 million dollars for each. We also participate in Coats for Kids’, Any Baby Can, Habitat for Humanity, and many other community fundraisers and projects throughout the year.
• ONLINE – KVUE has a true online partner in KVUE.com. It is Austin’s #1 TV Website, reaching 17.3% of the market. KVUE.com provides an effective, cost-efficient way to reach the online audience. The site has over 625,000 monthly unique users, averages over 4.5 million page views each month, and has over 30,000 users who have asked to receive our permission-based specials direct email product. Furthermore, our online audience is desirable with over 49% having a household income of $75,000+.
About KVUE
There are multiple service providers which carry KVUE throughout Austin, as well as into the outlying areas of San Antonio, Waco-Temple-Bryan, and
Houston.
Source: Titan TV
KVUE Coverage Map
Education Level
14% High School Graduate24% Some College
33% College Graduate16% Post Graduate
Occupations
46% White Collar13% Blue Collar
19% Retired23% Homemaker
10% Student1.5% Disabled
Source: Stowell Research, Austin 2011
Adults 18+ That Watched KVUE in the past week
Who’s Watching KVUE ?
Number of Children in Household
62% - zero14% - one12% - two9% - three2% - four+
Men35%
Women65%
Sex
Source: Nielsen NSI 4 Book Avg (May-11, Feb-11, Nov-10, July-10) M&W 18+ (000); KVUE M-Su 5A-2A
Austin’s Top News Station
KVUE News is preferred most among Austin adults and women!
Source Nielsen MAY-11; Audience share includes all comparable local newscasts: KVUE- 5a, 6a, Midday, 5p, 6p, 10p; KXAN- 5a, 6a, Midday, 5p, 6p, 10p; KEYE- 5a, 6a, 6p, 10p; KTBC- 5a, 6a, Midday, 5p, 9p .Stowell Research 2011
KVUE News viewer profile:59% are Adults 25-54, 61% are Women 25-54
39% have a household income of $75K+72% are college educated
54% are married26% have 2 or more children
79% are White, 12% are Hispanic13
10
3.4
8.8
News Share W25-5412.5
10.2
4
10.8
News Share A25-54
KVUE
KXAN
KEYE
KTBC
0
5
10
15
20
25
30
5a News 6a News Midday News 5p-6p News Late News
KVUE
KXAN
KEYE
KTBC
Local News Reach in 000’s
Monday Tuesday Wednesday Thursday Friday Saturday Sunday4:00am America This Morning
Various Programming
Various Programming4:30am KVUE DAYBREAK 4:305:00am
KVUE EARLY DAYBREAK5:30am6:00am
KVUE DAYBREAK GMA GMA6:30am7:00am
Good Morning America Saturday Daybreak Sunday Daybreak7:30am8:00am8:30am9:00am
Regis and Kelley Live
Kids Programming
This Week9:30am
10:00am The View Great Hills Bap. Ch.10:30am11:00am
KVUE MIDDAY NEWS
Various Programming
11:30am12:00pm
The Chew
Various Programming/ College Football
12:30pm1:00pm
One Life to Live1:30pm2:00pm
General Hospital2:30pm3:00pm Inside Edition
3:30pm Extra4:00pm
Ellen4:30pm5:00pm KVUE NEWS AT 5 Made in Hollywood ABC World News5:30pm ABC World News Tonight ABC World News KVUE NEWS6:00pm KVUE NEWS AT 6 KVUE NEWS AT 6
Sunday Prime
6:30pm Entertainment Tonight Tx Tailgaters7:00pm
M-F Prime Saturday Prime
7:30pm8:00pm8:30pm9:00pm9:30pm
10:00pm KVUE NEWS AT 10
10:30pm NightlineThat 70s Show
Entertainment Tonight Wk11:05pm Jimmy Kimmel Live
11:35pmTrue Hollywood Story Grey's Anatomy
12:05am That 70s Show
12:35am King of Queens
Various Programming
Extra Weekend1:05am
Various ProgrammingVarious
Programming
1:35amGrey's Anatomy
2:05am2:30am
ABC World News TonightABC World News
Tonight3:00 am3:30am
• Austin is home to the University of Texas, one of the largest universities in the United States. Austin is a college town – and nothing is bigger in Austin than UT Longhorn football. As an ABC affiliate, we are blessed to carry Big 12 College Football (UT , along with other Texas universities like Texas A&M, Texas Tech and Baylor, part of the Big 12 conference). We typically carry 5-7 Longhorn games each season, and they normally do a 20-30 HH rating.
• Texas Tailgaters: KVUE’s Saturday UT Longhorn pre-game show. Provides an analysis of the Longhorns along with the rest of the Big 12.
• Friday Football Fever: KVUE’s Friday night high school football highlight show. Provides scores, highlights, and the inside scoop on the Friday night football.
• College Football: Big 12 Football, Saturday Night College Football and The Outback Bowl
• NBA Regular Season, Playoffs and Finals
• NASCAR Nationwide Series
• Indianapolis 500
• Little League World Series
Sports on KVUE
In September 2009, KVUE 24 launched Estrella TV, a 24-hour Spanish-language
network on digital multicast channel 24.2 (NVUE) and Time Warner Digital Cable
channel 605, providing the growing Hispanic community in the Austin area with
compelling programming not available until now!
As the Austin-Area population continues to expand, the Hispanic population grows respectively.
Hispanics today make up approximately 30% of the Austin Area!
NVUE (KVUE.2) – ESTRELLA
Estrella TV is received byApprox. 340,000 Time Warner Digital Cable
HH’s and 80,000 Broadcast Only HHs
AUSTIN HISPANICS ARE WATCHING ESTRELLA!
Popular shows receiving at least
1RTG in HH and demos:• Cine de Tarde and Cine
Espectacular• Jose Luis Sin Censura
• Estudio 2• Alarma TV
• Noticiero con Enrique Gratas
Education Level
18% High School Graduate18.9% Some College
9.5% College Graduate3.3% Post Graduate
Occupations
13% White Collar45% Blue Collar
9.6% Retired44.9% Homemaker
12.6% Student
Adults 18+ That Watched NVUE in the past week
Who’s Watching NVUE ?
Number of Children in Household
23% - zero14% - one32% - two
26% - three2% - four+
White
Hispanic
Black
Other
0 10 20 30 40 50 60
27.7%
49.7%
1.3%
7.3%
Race
Male46%
Female54%
Sex
$30K or less
$30K-$40K
$40K-$50K
$50K-$75K
$75K+0%
10%20%30%40%50%60%70%
65.80%
7.90% 10.40% 7.80% 4.60%
Household Income
18-24 25-34 35-44 45-54 55-64 65+05
10152025303540
11.6%
36%
26.2%
12.5%
6.3% 7.5%
Age
Source: Stowell Research 2011, A18+; who watched NVUE in past 7 days
Source: Omniture, January 2011-May 2011
Average Pages Per Visit
Average Minutes Per Visit
Average Monthly Page Views
Average Monthly Unique users
9.52
13.27
626,186
4,881,898 Local News, Weather and Sports
Over 20 Detailed Weather Radars
Mobile Traffic Reports that are
customized Blogs Health Videos Breaking News Contests Local Business Listings Event calendar
KVUE.com Highlights
Reach Potential
Site Content
Over 475,000 registered users Access to nearly 460,000 opt-in email
addresses in the Central Texas area An average of 200,000 video streams per
month are served on KVUE.com Over 8000 websites in our network
Education Level
13.5% High School Graduate
29% Some College38.5% College Graduate
14.7% Post Graduate
Occupations
54% White Collar13% Blue Collar
13% Retired24% Homemaker 10.5% Student
Source: Stowell Research, Austin 2011
Adults 18+ That visited KVUE.com in the past week
Who’s on KVUE.com?
Number of Children in Household
60% - zero9% - one18% - two
12% - three1.1% - four+
Austin’s Top Local Broadcast Site
On average, KVUE.com receives 23% more unique visitors in a month (83,000 avg) than its closest competitor.
The average reach of KVUE.com is
21.1%!
…3.8% higher than its closest
competitor KXAN.com.
% Reach is defined as the percent of Total Internet Universe accounted for by total site unique visitors.
Source: comScore August 2011KEYE was unreportable in % reach. For a site to appear in the reports, a minimum of 30 raw panelists need to visit a site in a given geography and month .
In September 2011, KVUE.com-Austin’s Top News Site- increases its reach advantage over
all local news sites!
In September 2011, KVUE.com:
Increased unique visitors to 757,000+ 85% from September 2010
Achieved local reach of 29.8%+72 % from September 2010
KVUE.com continues to grow 2011!
Source: comScore September 2011KEYE was unreportable. For a site to appear in the reports, a minimum of 30 raw panelists need to visit a site in a given geography and month .
September 2011 Reach
KVUE.COM- 29.8%STATESMAN.COM- 23.6%KXAN.COM- 24.5%AUSTIN360.COM- 15.9%MYFOXAUSTIN.COM- 8.4%
% Reach is defined as the percent of Total Internet Universe accounted for by total site unique visitors.
September 2010 September 20110
100200300400500600700800
410
757
Unique Visitors
KVUE.com- The number one news website!
Source: Forrester via North American Technographics Benchmark Survey; Scarborough research, Austin 2009R1 and 2010R1
Internet Usage ExpandingRadio usage declines as Internet usage increases
year to year!
Austinites are spending more time each week on the Internet
than last year!
2010 2009
Less than 1 Hour 6% 3%
1-4 Hours 20% 29%
5-9 Hours 23% 29%
10-19 Hours 24% 17%
20+ Hours 24%20%
None 3% 2%
Daytime is Primetime
• 82% of Austinites use the Internet
• Around 33% of them spend 20+ hrs
per week on the Internet at work
• While at work, 21% visited a radio station’s website within the past month, …. 56% are most likely to have visited KVUE.com yesterday!
The Internet reaches a bigger audience
throughout the day than Radio and TV!
Source: Scarborough Research, Austin 2010 R1
KVUE.com Offerings
Leaderboard: 728x90 pixels Medium Rectangle: 300x250
pixels Wide Skyscraper: 160x600
pixelsRich Media
Expanding Banners Floating Ads with reminder ad unit Floating/ Sliding / Eyeblaster Ads Embedded video within standard
Ad Space Transitional Ads Data Collection X-spot In-Banner Interactive Video Video pre-roll Video overlay
Direct Email Marketing
Geo target list ‘Specials’ and ‘Brokered’ email
Mobile
Mobile site iPhone and Droid
applications (KVUE Weather, KVUE News)
Group Coupon
Yollar – limited time discounts
Standard Ad Units
Internet marketing allowsadvertisers to instantly
interact with their hottest prospects and customers
Television puts message in front of
mass consumers
Benefit to Customers• Broadcast helps to introduce, reinforce and
solidify brand recognition with consumers and create emotional appeal
• Online marketing allows your business to target your audience more closely in a quality one-to-one marketing means
• Combining the emotional appeal from Broadcast with the logical side online marketing allows, the two too become a powerful and highly effective combination
Benefits of Integrated Advertising
Standard Ad Units
KVUE.com uses Interactive Advertising Bureau (IAB) standardized ad sizes.
· Leaderboard: 728x90 pixels
· Medium Rectangle: 300x250 pixels
·Wide Skyscraper: 160x600 pixels
$10 CPM (net)
Ad Sizes
Home Page Road Block
Advertiser has all three ad positions on the KVUE.com Home Page for one day. Estimated number of daily impressions is 33,500. (100,500 total for the day between the 3 ad positions).
Leaderboard: 728x90 pixelsWide Skyscraper: 160x600 pixelsHalf Banner: 300x600 or Medium Rectangle: 300x250 pixels
Sponsorship is sold by the day.
How it works
Cost per day: $2010 (net)
Rich Media - Sliding Billboard
The Sliding Billboard ad unit is found on the KVUE.com home page and any index page.
Page loads with ad in “Pencil” position.
The ad expands pushing the content of the page down for 10 seconds, then retracts to original pencil size.
The ad can contain more animation, additional information and video.
*Note – The auto expanding, sliding ad is only served twice, per user, per day. The rest of the time, the ad is served in its contracted state which can be expanded upon click.
How it works
Cost per day: $990HP$725- Index Page (net)
Other Rich Media
How it works
Expanding Ads & Other Rich Media
Ad appears in standard ad space. Flash animation is used to attract the user to interact. Once the user “mouses” over the ad it expands over content.
Available as 728x90 (shown), 160x600 or 300x250.
Expanding Banners (shown) Floating Ads with reminder ad unit Floating / Eyeblaster Ads Embedded video within standard Ad Space Transitional Ads Data Collection
$20 CPM (net)
Video Pre-Roll
A Video Pre-Roll is TV on the web. Before each video story on KVUE.com, users are shown a commercial up to 15 seconds in length. The spots are accompanied by a 300x250 Medium Rectangle companion ad.
Captive and engaged audience.
“Speak” directly to the user.
Spot must play in full before user sees content.
Generate 4-5 times more clicks than standard banner advertising.
Re-purpose a television commercial OR produce a special online message.
*Available first come first served basis. Impressions are guaranteed, but in case of lower than average views during your flight, KVUE.com reserves the right to make good the following month.
How it works
Benefits of Pre-Roll
$26 CPM (net)
ABC Video PlayerABC.com offers local affiliates a network video player that provides the ability to stream fullepisodes of selected prime shows on KVUE.com
One hour episodes includes positions available in the first 2 breaks Half-hour episodes includes one position available in first break.Conversion of :30 second spot to the specified format
For clients who want to capture audience while they view network prime time programming and news at their convenience. Geo targeted: spot will be viewed on both ABC.com and Kvue.com
How it works
Benefits
$35 CPM (net)
Direct Email Marketing
More Effective than Direct Mail– Email marketing is 4 times as effective as
direct mail at reaching consumers– Our email campaigns average an 8% open rate
versus a less than 2% average for direct mail * Higher ROI
– Email marketing is projected to generate an ROI of $43.52 for every dollar spent in 2009 **
– More than twice search and other marketing channels
Drives Offline Purchases– 67% of subscribers say they've purchased
products offline as a direct result of receiving an email from a retail company ***
Targeted by:– Age– Gender– Zip– Income– Other
Over 35,000+ opt-in users in KVUE.com database. An additional 425,000+ available through partner
databases! Detail reports provided after each mailing.
* Belo Digital Media * Direct Marketing Association *** Epsilon
Why Email Marketing?
More Information“Specials” Email: Starts $.08 per EmailBrokered Email: Starts $.11 per Email
(net rates)
Quantity discounts available
Permission Based Email KVUE.com’s Email Broker is a leader in consultative customer acquisition services. Our primary objective
is customer acquisition marketing and branding via Email Marketing, Direct Mail, Online Lead Generation/Co-Registration, Email Append, and Mobile Advertising.
Our core competency is research and negotiation of the best files and interactive advertising outlets for a specific client’s brand and overall marketing initiatives.
We have successfully helped hundreds of advertisers in putting together comprehensive email and direct marketing programs. As a company, we have over 25 years of direct marketing experience to help you take the guesswork out of this daunting channel.
Permission Based and Targeted Email
Targeted Email Email allows you target specific demographics selects by age, income, interest, and geography
for B2C and B2B.
We can deploy on specific days for time sensitive offers.
We can test multiple subject lines and/or creatives to maximize response.
Full page standalone creative in HTML and text format means that 100% of the message is your client’s content with a standalone email.
Email is not only a successful customer acquisition vehicle, but also is an effective branding tool.
Frequent reporting available of clicks, opens, and delivered emails. Far easier to track than traditional forms of media.
100% CAN SPAM Compliance.
X-SPOT: Display Ad Video
Eye-catching. The X-spot ad unit automatically plays within any standard display ad unit.
Engaging. X-spots use sight, sound, and motion to engage viewers
Flexible. X-spots give viewers multiple ways to interact, with coupons, polls, social media links, store maps, and more. Anything you need, the X-spot can do!
Imagine watching live TV and a commercial message catches your attention. Next, you click directly on the
commercial for more information.
The click takes you to the advertiser’s website, coupon, or social media page.
That’s how the X-spot works!
Clickable links overlay your commercial, which turns your display ad into into a fully interactive experience for the user.
X-spots are:
Cost: $15 CPM (net)
Mobile AdvertisingReach the mobile audience through the KVUE.com Mobile Site and our Apps
Mobile ads typically receive 4X higher click yield than traditional websites
Mobile/app users are typically more affluent and tech-savvy
Ad position exclusive to one advertiser per page
Several call to actions available
Up to 50,000 monthly impressions - $20 CPM
50,001-100,000 monthly impressions - $18 CPM
100,001-200,000 monthly impressions - $15 CPM
For advertisers who do not have a Mobile Site for click-through, we can create Landing Page. ($250 set up fee)
(net rates)
Example above reflects KVUE.com Mobile Site display. Ad position for Apps is similar, but Ad is at bottom of screen.
Benefits of Mobile Advertising
Investment
Targeted Display Advertising
Geo-TargetingBy DMA or Zip
codes
Channel TargetingCategory-relevant
content
Behavioral Targeting
Delivering Ads to the Right Group of Consumers
Target your exact audience through our network
Target by DMA, zip codes, retail, sports, weather,
entertainment and food on KVUE.com
Reach the right audience when they are ready to buy
Cost: $18-$22 CPM (net)
Yahoo! and KVUEIf you’re looking for a great way to brand your business, promote your products andservices, and generate more website or in-store traffic, display advertising from Yahoo! and KVUE could be the perfect answer. Yahoo! offers you the opportunity to reach a new, high quality audience in your local market. And our advanced targeting tools enable you to zero in on the people who best fit your customer profile.
Using comprehensive data and insights, Yahoo! provides targeting tools that can help you reach the right customers at the right time.
Behavioral Targeting – Target customers based on the interest they have expressed in a category or specific product. By observing activities including web pages visited, searches conducted and ads clicked, Yahoo! has gained extensive insight into behavior around hundreds of different categories.
Demographic Targeting – Choose to target your ads to a particular gender, age group or income level. Unlike other demographic targeting services that estimate these variables based on website visits, Yahoo! Demographic Targeting uses actual information provided by consumers themselves.
Time of Day Targeting – Select the time of day and day of the week you want your ads to run, either in your company’s or your audience’s time zone. If, for example, you owned a pizza parlor chain, you could promote lunch specials right at lunchtime.
Targeting Capabilities
