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0 Local Television Advertising Effectiveness Study Kathleen Keefe Vice President, Sales March 21, 2008.

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Presentation on theme: "0 Local Television Advertising Effectiveness Study Kathleen Keefe Vice President, Sales March 21, 2008."— Presentation transcript:

1 0 Local Television Advertising Effectiveness Study Kathleen Keefe Vice President, Sales March 21, 2008

2 © 2007 Frank N. Magid Associates, Inc. 1 Table Of Contents Objectives And Methodology2 Executive Summary6 Viewership And Preferred Media 9 Local News Vs. All Genres12 Local News Vs. Cable News And Broadcast Network News 22 Weather Information 25 Online News 28 Demographic And Technographic Profile Of Local News Viewers33 Appendix I – Additional Findings 36 Appendix II - Demographics 40

3 © 2007 Frank N. Magid Associates, Inc. 2 Objectives And Methodology

4 © 2007 Frank N. Magid Associates, Inc. 3 Objectives Determine key attributes to be used for television advertising sales based on the performance of local television news relative to cable and network news; and by genre for local TV station programming relative to cable channel and network programming Understand how local news Web sites perform relative to other Web site genres on attributes relevant to advertisers Evaluate local television news weather and local television news Web site weather and determine the distinct advantages local news offers relative to competitors

5 © 2007 Frank N. Magid Associates, Inc. 4 Methodology Online survey of 2,719 local news viewers (watch local news twice a week or more) in the Hearst-Argyle local news footprint as seen on the next slide All respondents are age 25-54 Field period: November 16-December 4, 2007 Survey hosted by Frank N. Magid Associates online research division SurveysOnline.com In addition to evaluating local news, respondents evaluated a maximum of two of the genres listed below relative to local news. To rate a genre, respondents were required to watch the genre twice a week or more Sample Size Prime time dramas/situation comedies652 Broadcast network news644 Cable news638 Reality TV532 Cable prime time dramas/movies437 Entertainment news410 Sitcom reruns392 Game shows392 Information talk shows307 Court shows207 Entertainment talk shows79

6 © 2007 Frank N. Magid Associates, Inc. 5 Market Completes Boston, MA310 Sacramento/Stockton/Modesto, CA 238 Orlando/Daytona/Melbourne, FL206 Baltimore, MD197 Cincinnati, OH157 Pittsburgh, PA153 Kansas City, MO153 Greenville/Spartanburg/Asheville, GA, NC, SC 104 Greensboro/High Point/Winston, NC, VA 104 Louisville, KY104 Harrisburg/Lancaster/Lebanon, PA 102 Oklahoma City102 Methodology – Number Of Completes By Market MarketCompletes Milwaukee, WI101 New Orleans, LA99 Albuquerque, NM98 West Palm Beach/Ft. Pierce, FL 94 Omaha, NE51 Jackson, MS51 Ft. Smith/Fayetteville, AR, OK 51 Honolulu, HI50 Burlington/Plattsburgh, NH, NY, VT 50 Des Moines/Ames, IA49 Portland/Auburn, ME49 Monterrey/Salinas, CA46

7 © 2007 Frank N. Magid Associates, Inc. 6 Executive Summary

8 © 2007 Frank N. Magid Associates, Inc. 7 Executive Summary Overall, local news is an important and influential part of viewers lives Local News Vs. Cable News and Network News Viewers are more engaged in local television news than cable news and network news Advertisements during the local news do a better job than advertisements in cable and network news in terms of: Trustworthiness Keeping viewers in the know regarding products and services Advertising products that appeal to the viewer Driving purchase of products Advertisements during the local television news do a better job than advertisements in 8 other entertainment genres when looking at these same attributes Online video viewing of local news is higher than cable news, network news and any entertainment genre Prime time programs that air on Local Broadcast TV Stations Vs. Prime time Programs that air on Cable: Viewers are more engaged in Prime time Programs that air on Local Broadcast TV Stations Vs. Prime time Programs that air on Cable in terms of: Being a Major Part of my Daily Routine Being Essential that I Watch This Programming Paying More Attention When Watching This Type of Programming Than Watching Other Types Local news is more DVR-proof Fewer viewers record local news and are less likely to fast forward through local news than other genres

9 © 2007 Frank N. Magid Associates, Inc. 8 Executive Summary Local News Vs. Cable And Broadcast Network News Local news is considered a more important source for news than cable and broadcast network news genres and viewers feel a stronger attachment to local news anchors Weather Information Local television is a much more important source of weather information than cable and broadcast network news Among weather sources on the Web, local television Web sites are the most important source for weather information Online News After search engines, local television news Web sites are the most frequently used Web sites for local news Demographics And Technographics Local news viewers are more affluent and more educated than the general population Local news viewers are more likely to own/subscribe to advanced video viewing devices and services

10 © 2007 Frank N. Magid Associates, Inc. 9 Viewership And Preferred Media

11 © 2007 Frank N. Magid Associates, Inc. 10 Most Watch Local News During Non-Business Hours And Most Watch At Least Three Hours of TV Per Day Between 6 a.m. and 9 a.m. Q. 2 At what time(s) of day do you typically watch the local news? Please select all that apply. Q. 3 In a typical 24-hour day, Monday through Sunday, how many hours per day do you watch any type of programming on TV? Between 11 a.m. and 1 p.m. Between 5 p.m. and 7 p.m. Between 10 p.m. and 11:35 p.m. Day part for local news viewing Total hours of television watched in a typical day These three day parts present an excellent opportunity to reach viewers

12 © 2007 Frank N. Magid Associates, Inc. 11 Most Prefer Television As Their Source For News Information, Followed By Web Sites Q. J Which of the following do you most prefer for news?

13 © 2007 Frank N. Magid Associates, Inc. 12 Local News Vs. All Genres

14 © 2007 Frank N. Magid Associates, Inc. 13 Cable prime time dramas/movies Local news Prime time dramas/ situation comedies Reality TV Court shows Game shows Information talk shows Entertainment talk shows Entertainment news Sitcom reruns I pay more attention when watching this type of programming than when watching other types Local News Wins As Part Of Viewers Daily Routines And Viewers Are More Engaged In Local News Than Most Other Genres Local news Prime time dramas/ situation comedies Reality TV Cable prime time dramas/movies Court shows Sitcom reruns Watching this type of program is a major part of my daily routine Local news Prime time dramas/ situation comedies Reality TV Cable prime time dramas/movies Court shows Game shows Information talk shows Entertainment talk shows Entertainment news Sitcom reruns It is essential that I watch this program Information talk shows Game shows Entertainment news Entertainment talk shows Please indicate the extent to which the statement below describes you with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a 5 means Describes me completely )

15 © 2007 Frank N. Magid Associates, Inc. 14 I pay more attention when watching this type of programming than when watching other types Local News Wins As Part Of Viewers Daily Routines And Viewers Are More Engaged In Local News Than Cable News and Network News Local news Cable news Broadcast network news Watching this type of program is a major part of my daily routine Cable news Broadcast network news It is essential that I watch this program Please indicate the extent to which the statement below describes you with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a 5 means Describes me completely ) Local news Cable news Broadcast network news

16 © 2007 Frank N. Magid Associates, Inc. 15 Advertising During Local News Creates Awareness And Drives Purchase Of Products And Services More Than Most Other Genres Please indicate the extent to which you agree with the statement below with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a 5 means Strongly agree ) Local news Cable news Broadcast network news Prime time dramas/ situation comedies Reality TV Cable prime time dramas/movies Court shows Game shows Information talk shows Entertainment talk shows Entertainment news Sitcom reruns Ads on this type of program keep me in the know with regard to products/services Local news Cable news Broadcast network news Prime time dramas/ situation comedies Reality TV Cable prime time dramas/movies Court shows Game shows Information talk shows Entertainment talk shows Entertainment news Sitcom reruns I have purchased a product/service as a result of an ad on this type of program

17 © 2007 Frank N. Magid Associates, Inc. 16 Relative To Other Genres, Products/Services Advertised During Local News Are Among The More Trustworthy And Represent Viewers Interests Local news Cable news Broadcast network news Prime time dramas/ situation comedies Reality TV Cable prime time dramas/movies Court shows Game shows Information talk shows Entertainment talk shows Entertainment news Sitcom reruns I can trust products or services that are advertised during this type of program Products or services advertised during this type of program are meant for people like me Local news Cable news Broadcast network news Prime time dramas/ situation comedies Reality TV Cable prime time dramas/movies Court shows Game shows Information talk shows Entertainment talk shows Entertainment news Sitcom reruns Please indicate the extent to which you agree with the statement below with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a 5 means Strongly agree )

18 © 2007 Frank N. Magid Associates, Inc. 17 Few Viewers Have A Negative Impression Of Companies That Advertise During The Local News Local news Cable news Broadcast network news Prime time dramas/ situation comedies Reality TV Cable prime time dramas/movies Court shows Game shows Information talk shows Entertainment talk shows Entertainment news Sitcom reruns I would think less of a company that advertised during this type of program Please indicate the extent to which you agree with the statement below with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a 5 means Strongly agree )

19 © 2007 Frank N. Magid Associates, Inc. 18 Online Video Viewing Of Local News Is Higher Than Any Other Genre Local news Cable news Broadcast network news Prime time dramas/ situation comedies Reality TV Cable prime time dramas/movies Court shows Game shows Information talk shows Entertainment talk shows Entertainment news Sitcom reruns Q. 71(A-L) In the past 30 days, how many times have you watched each of the following using online video? Watched video on Web site in the past 30 days

20 © 2007 Frank N. Magid Associates, Inc. 19 Almost Half Of Local News Viewers Have A DVR Q. 72 Now, please think about a device called a Digital Video Recorder, or DVR. TiVo, for instance, is a DVR. Other DVRs often come from local cable or satellite TV companies. A digital video recorder allows viewers to record programs and movies from TV without the use of videotapes. A DVR also lets viewers pause and rewind programs and movies while they are being shown on TV. Which of the following digital video recording devices/services, if any, do you currently own or subscribe to? A digital video recorder such as TiVo, Replay TV, or Ultimate TV A digital video recorder provided by my satellite company A digital video recorder provided by my cable company None of these

21 © 2007 Frank N. Magid Associates, Inc. 20 Local News Falls In Towards The Bottom Of The Pack When It Comes To Recording-To-View At Another Time Q. I(A-L) In the past 30 days, how many times have you recorded each of the following types programming for viewing at another time using a TiVo, DVR, or VCR? Local news Cable news Broadcast network news Prime time dramas/ situation comedies Reality TV Cable prime time dramas/movies Court shows Game shows Information talk shows Entertainment talk shows Entertainment news Sitcom reruns Recorded-to-view at another time in the past 30 days Despite the high incidence of DVR ownership, recording of local news is low

22 © 2007 Frank N. Magid Associates, Inc. 21 Among Viewers Who Record Local News, Few Fast Forward *Indicates sample size less than 100 BASE: Respondents who have recorded each genre in the past 30 days Q. 10(A-F) When you are watching ______, how often do you also do each of the following? Local news Cable news Broadcast network news Prime time dramas/ situation comedies Reality TV Cable prime time dramas/movies *Court shows *Game shows Information talk shows *Entertainment talk shows *Entertainment news Sitcom reruns Fast forward when watching each of the genres listed below

23 © 2007 Frank N. Magid Associates, Inc. 22 Local News Vs. Cable News And Broadcast Network News

24 © 2007 Frank N. Magid Associates, Inc. 23 Local News Is More Important Than Cable Or Broadcast Network News And Viewers Are More Likely To Watch Local News From Start To Finish Q. 43 From the news sources listed below, please select the source that is most important to you. Q. 17(A-C) Please indicate the extent to which the statement below describes you with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a 5 means Describes me completely ) Most important news source Local news Cable news Broadcast network news When watching this type of programming, I watch from start to finish

25 © 2007 Frank N. Magid Associates, Inc. 24 Viewers Feel A Stronger Emotional Attachment To Their Local News Anchors Than Cable Or Broadcast Network News Anchors *Good source of info on products/service *Is like a good friend *Is my most important source of info in my community *Is essential to keeping me informed **Has anchors/news personalities who I trust **Has anchors/news personalities that make me want to spend more time watching news *Q40 Please indicate the extent to which you agree with the statement below with regard local television news such as _____. (slide shows top-two box on a 5-point scale where a 5 means strongly agree) **Q. 50,51(A-C) Please indicate the extent to which the statements below describe _ ___anchors or news personalities. (slide shows top-two box on a 5-point scale where a 5 means Describes completely ) Note that respondents also feel local news is the best source for product/service information

26 © 2007 Frank N. Magid Associates, Inc. 25 Weather Information

27 © 2007 Frank N. Magid Associates, Inc. 26 Local News Is By Far The Most Important Source Of Weather Information And Also Has Meteorologists That Viewers Tune In To Watch *Has meteorologists/ weathercasters that I tune in specifically to watch *Is my most important source for weather *Q40 Please indicate the extent to which you agree with the statement below with regard local television news such as _____. (slide shows top-two box on a 5-point scale where a 5 means strongly agree) **Q. 50,51(A-C) Please indicate the extent to which the statements below describe _ ___anchors or news personalities. (slide shows top-two box on a 5-point scale where a 5 means Describes completely )

28 © 2007 Frank N. Magid Associates, Inc. 27 Local Television News Web Sites Are The Most Important Source For Weather Information Local television news sites Cable news sites Broadcast television news sites Newspaper sites News on search engines Weather sites Q. 60.1(A-G) How often do you visit each of the following for weather information? Local information sites

29 © 2007 Frank N. Magid Associates, Inc. 28 Online News

30 © 2007 Frank N. Magid Associates, Inc. 29 After Search Engines, Local Television News Web Sites Are The Most Frequently Used For Local News Local television news Cable news sites Broadcast television news Newspaper sites News on search engines Weather sites Q. 60(A-G) How often do you visit each of the following for news? Local information sites

31 © 2007 Frank N. Magid Associates, Inc. 30 Half Of Whom Are Employed Use The Internet For News At Work When I miss something on the local news, I go to the local station Web site I frequently use the Internet for news at work* A recommendation on the local news often makes me go to the local station Web site *Respondents who are employed Q. 69(A-C) Please indicate the extent to which each of the statements below describe you.

32 © 2007 Frank N. Magid Associates, Inc. 31 Advertising On Local Television News Web Sites Has A Strong Impact On Products And Services Relative To Other Web Sites Q. 67(A-H) Please indicate the extent to which you agree with the statements listed below with regard to ____. (slide shows top-two box on a 5-point scale where a 5 means strongly agree) I can trust products/ services advertised on this type of site Cable news sites Broadcast network news sites Newspaper sites News on search engines Weather sites Local information sites Local television news sites Broadcast network news sites Cable news sites Newspaper sites News on search engines Weather sites Local information sites Local television news sites The ads on this type of site keep me in the know with regard to products/services in the local marketplace Cable news sites Broadcast network news sites Newspaper sites News on search engines Weather sites Local information sites Local television news sites I have purchased a product/service as a result of an ad on this site Cable news sites Broadcast network news sites Newspaper sites News on search engines Weather sites Local information sites Local television news sites Products/services advertised on this type of site are meant for people like me

33 © 2007 Frank N. Magid Associates, Inc. 32 Local Television News Web Sites Are The Most Important For Community Information This type of site is my most important source of info in my community Q. 67(A-H) Please indicate the extent to which you agree with the statements listed below with regard to ____. (slide shows top-two box on a 5-point scale where a 5 means strongly agree) Cable news sites Broadcast network news sites Newspaper sites News on search engines Weather sites Local information sites Local television news sites

34 © 2007 Frank N. Magid Associates, Inc. 33 Demographic And Technographic Profile Of Local News Viewers

35 © 2007 Frank N. Magid Associates, Inc. 34 Local News Viewers Are More Affluent And More Educated Than The General Online Population* Completed bachelors degree Graduate degree or higher $100,000 or more Education Income *General online population data source: Magid Media Futures survey of 1,149 adults age 25-54 conducted in March 2007. Note that 50% of local news viewers are college graduates vs. 39% for the general population

36 © 2007 Frank N. Magid Associates, Inc. 35 Local News Viewers Are More Likely To Own/Subscribe To The Latest In Video Technology Products Higher incidence of high- speed Internet allows for the option to watch video online at local news Web sites *General online population data source: Magid Media Futures survey of 1,149 adults age 25-54 conducted in March 2007. DVR ownership HDTV ownership High-speed Internet

37 © 2007 Frank N. Magid Associates, Inc. 36 Appendix I – Additional Findings

38 © 2007 Frank N. Magid Associates, Inc. 37 Almost All Have Some Type Of Pay Television Service Q. 73 To which of the following television services does your household currently subscribe? Satellite television Basic cable Digital cable None of the above

39 © 2007 Frank N. Magid Associates, Inc. 38 Most Have High-Speed Internet Access Q. 74 What type of Internet service do you have at home? Cable modem DSL (digital subscriber line) Standard telephone line (dial-up) Other Do not have an Internet connection at home Not sure

40 © 2007 Frank N. Magid Associates, Inc. 39 32% Have HDTV; An HDTV Set-Top Box From The Cable Company Is The Most Common Way To Receive HDTV *Base: HDTV owners Q. 76 How familiar are you with high-definition television, or HDTV? Q. 77 In which of the following ways do you receive and watch high-definition programs on your high- definition television set(s)? Familiarity with HDTVWays HDTV is received* HDTV set-top box from cable Cable card HDTV set-top box from satellite Digital receiver box and antenna Built-in digital turner No steps taken to order HDTV programs DK/NA Other

41 © 2007 Frank N. Magid Associates, Inc. 40 Appendix II - Demographics

42 © 2007 Frank N. Magid Associates, Inc. 41 Gender And Age Gender Age

43 © 2007 Frank N. Magid Associates, Inc. 42 Education And Income High school or less Trade/technical school/associates degree Some college Bachelors degree Graduate degree or higher Less than $35,000 $35,000-$49,999 $50,000-$74,999 $75,000-$99,999 $100,000-$149,999 $150,000 or more Prefer not to answer EducationIncome

44 © 2007 Frank N. Magid Associates, Inc. 43 Marital Status And Children Marital StatusChildren


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