50 Years Ago… The top TV programs generated 40, 50, even 60 household ratings! 61.6 67.3 43.1 Source: Nielsen Media Research based on Program Station Area basis 1950-51 Texaco Star Theatre on NBC, 1952-53 I Love Lucy on CBS, 1957-58 Gunsmoke on CBS
10 years ago… 4 broadcast networks 22 cable networks
10 years ago… Top T.V. programs generated 15, 20, & 25 ratings
Today… 7 broadcast networks 75 cable networks The average U.S. cable household has an average of 75 cable networks. -CAB
Today… Top program ratings are Half of what they were 10 years ago… Source: Nielsen Media Research National People Meter Data 2002-03 Broadcast TV Season (Sept 02 – May 03) Total TV Universe Season Average includes premier episodes only.
Customers cannot be found in ONE place, at ONE time, watching ONE TV channel anymore… Missing Rating Points
Source: Nielsen Media Research – National People Meter Data – Year long average of regularly scheduled shows – premiere episodes only included in average – Mon-Sun 8p – 11p E/P HH Rating Achieved Percent of Broadcast Primetime Programs 1993 Audience Valuation Trend of Broadcast Programs in Primetime (1993 - 2003) The average audience size of a television program rating has dwindled over time. Missing Rating Points 19982003
Even the top of the top programs fail to attain ratings that compare to similar shows in the span of just 20 years… Comparison of HH Ratings for Finales of Popular Television Shows (1983 - 2004) Source: Nielsen National People Meter Data – Total TV Universe – Households Ratings MASH HH rating from the 2000 Report on Television from Nielsen Media Research Missing Rating Points
Networks forecast even greater investments in original programming to grow their audience share. $ = Billions Ground- breaking, award winning, and entertaining television Source 2003 Kagan World Media A Media Central/PR
Broadcasters will probably never win another sweep. (This marks) the end of an era. -Dr. Jack Wakshlag TBS/TNT Chief Research Officer Turners Annual Research Presentation for the Press 12/08/04 The End of an Era (November 2004)
Households Top Rated Programs (November 2005) ProgramNetworkRating Saturday Night College FootballESPN8.8 NFL FootballESPN8.3 The OReilly FactorFox News6.2 Dora the ExplorerNickelodeon3.0 Law and Order:SVUUSA3.0 WWE WrestlingUSA2.7 Sunday MovieLifetime2.5 SeinfeldTBS2.3 Larry King LiveCNN2.2 Nip TuckFX2.2 Source: Nielsen, Mobile-Pensacola (Ft. Walton Beach DMA). Nov05 Sweeps, C-DMA Universe, HH, M-Su 6a-12m
Early Morning 5am-9am November 2005- Top Networks Among Households Day 9am-4pm Early Fringe 4pm-7pm Prime 7pm-11pm Late Fringe 11pm-1am Source: Nielsen Research; Mobile-Pensacola (Ft. Walton Beach), C-DMA Nov04 Sweep, HH
Radio Overview Escambia County Cable Networks reach more people than the Gulf Coasts top radio stations… 102.7 Country 93 BLX TK 101My 107 WABB 97 FM Source: Scarborough Research, Mobile-Pensacola Feb 04-Jan 05, DMA Survey Area, Adults 18+ Target Definition: Escambia County Residents. WCOAQ100
Competitive Comparison Lets see how the same message blossoms from the visual newspaper ad…. to the captivating sight, sound, motion, color, and emotion of a television commercial!
Competitive Profile Newspaper Readership in U.S Source: Simmons Research – National Data – 1970 – 2003, NAA Daily Newspaper Readership 1970 – 2003 (% of Adult 18+ population) Since 1970, almost 30% of the adult population in the U.S. stopped reading the daily newspaper. Ad exposure is not the same thing as total readership.
Competitive Comparison Which Provided More Information? Lets see how the same message blossoms from the auditory radio spot…. to the captivating sight, sound, motion, color, and emotion of a television commercial! Which Provided The Best Directions? Which Best Showcased The Atmosphere? Which Made You Hungry?
Reach Your Customers Cox Media offers a variety of programs that generate reach across networks, demographic appeal & interests. NetworkProgramSweep / YearHH Rating* ESPNCollege FootballNovember 200415.9 Fox NewsHannity and ColmesNovember 20047.9 LifetimePrimetime MovieNovember 20044.6 FOX NewsFox and FriendsNovember 20045.3 FOX NewsSpecial ReportFebruary 20054.1 Sci FiStargate SG-1February 20054.8 SpikeCSIFebruary 20053.3 TBSBraves BaseballMay 20054.1 SpikeWWEMay 20052.7 USAMonkJuly 20054.0 TBSEverybody Loves RaymondJuly 20052.7 USAThe Dead ZoneJuly 20053.6 Source: Nielsen Research; Mobile-Pensacola (Ft. Walton Beach) C-DMA, HH, Nov04, Feb05, May05, Jul05 Sweeps
DMA Household & WEAR – ABC Local News Viewing COUNTY & STATE5pm News Viewing6pm News Viewing10pm News Viewing COUNTY & STATE5pm News Viewing6pm News Viewing10pm News Viewing Mobile County, AL6285731,597 Baldwin County, AL8038521,361 Clarke County, AL5710355 Monroe County, AL367413 Escambia County, AL480422429 Escambia County, FL25,24724,17919,997 Santa Rosa County, FL6,9477,5327,297 Okaloosa County, FL8,6778,0516,993 Escambia County Florida is the signal station origin for WEAR – ABC. Notice how local news viewership drops off the farther away you get geographically from Escambia County Florida. Local news isnt too local for Households in alternate counties! Source: 2005 County Coverage Study NHI Local. Mobile, AL – Pensacola (Ft. Walton Beach) FL DMA.
The Age of Acquisition AGE GENDER Male 49.7% Female 50.3% EMPLOYMENT Employed 51.7% Unemployed 3.7% Service 17.9% Management Related 30.0% Sales and Office 28.4% RACE Caucasian 72.4% African American 21.4% Hispanic 2.7% Asian 2.9% HOUSEHOLD INCOME WEEKLY CABLE VIEWING MARITAL STATUS Married 50.0% Single 27.4% Divorced 12.6% Widowed 7.1% EDUCATION High school or more 87.7% Some college or more 52.8% College degree or more 19.9% HOME OWNERSHIP MONTHLY BUYING BEHAVIORS Restaurant dining 85.5% Clothing store shopping 84.2% Household took domestic vacation (yr) 75.6% Household owns a home computer 68.7% Home improvements done past year 65.5% Shoe store shopping 67.9% Household accesses the internet 64.6% Any mall shopping 84.9% Source: Scarborough, Mobile-Pensacola Aug 04-Jul 05. Adult 18+, Escambia County Residents. US Census 2000
2006 Total Coverage Area Cox Communications Property, Escambia County 75,331 HH Zip Codes: 32501/02/03/04/05/06/07/14/26/33/34 q I-10 North Pensacola Zone: 22,880 Households q I-10 South Pensacola Zone: 52,451 Households Cox Communications Property, Okaloosa/Walton 77,385 HH Zip Codes: 32439/32536/39/40/41/50/59/45/78/ 44/42/47/48/69/79 q Fort Walton Beach Zone: 33,715 Households (including Cinco Bayou, Hurlburt AFB, Shalimar, Eglin AFB & Mary Esther) q Destin Zone: 21,267 Households (including the community of Sandestin) q Niceville Zone: 12,004, Households (including Freeport) q Crestview Zone: 10,399 Households Bright House Property, Escambia County 5,976 HH Zip Code: 32533 q Cantonment Zone: Cantonment and portions of Century, Flomaton, Jay, and Molino Total Subscribers: 158,692 Eglin AFB Destin Ft. Walton Beach FreeportNiceville Escambia County Cantonment Santa Rosa County Jay Century Pensacola North Pensacola South Okaloosa County Walton County Crestview Areas in GREEN are Cox Media Zones
Escambia County Pensacola/Cantonment Current Households: 81,307 Cable Penetration: 84% Coverage Area 22,880 HH 52,451 HH 5,976 HH North Pensacola South Pensacola Cantonment Demographics/Viewership Median Age:35.4 Age 25-54: 41.9% Married:50% Avg. HH Size:2.45 Female Hse Holder: 15.1% HH w/ kids <18:33.8% Own Home:67.3% Employed:51.7% Unemployed:3.7% Management30.0% Armed Forces:4.6% Family HH:66.8% College Degree+:20.9% Median HHI: $35,234 Source: 2000 U.S. Census. Networks A&E AMC Animal Planet BET Bravo Cartoon CMT CNBC CNN Comedy Discovery Health E! ESPN ESPN2 Family Food Fox News Fox Sports FX Golf Headline News HGTV History Lifetime MSNBC MTV Nickelodeon OLN Oxygen Sci Fi Speed Spike TBS TLC TNT Travel TV Land USA VH 1 Weather Digital Biography Court DIY ESPN Classic ESPN News History Intl Fine Living Soap Toon Disney SUBSCRIBER NUMBERS ARE ESTIMATES THAT MAY CHANGE WITHOUT NOTICE; COVERAGE MAPS, ZIP CODES, ETC. MAY NOT REFLECT DIGITAL, ANALOG, AREA, CHANNEL OR OTHER CARRIAGE LIMITATIONS FOR YOUR AD. CONTACT COX MEDIA FOR DETAILS. Cantonment Pensacola Perdido 80,874 Households Zip Codes Pensacola South 32501-Downtown 32502-Downtown 32503-East Hill 32504-Cordova 32505-Central 32506-W. Pensacola 32507-NavyBlvd/ Perdido 32526-Saufley Pensacola North 32514-University 32534-Pine Forest Cantonment 32533- Cantonment 32577- Molino 32526- Beulah 32535- Century 32565- Jay 36441- Flomaton
What Makes Our Market Unique? The Pensacola market has the highest cable penetration compared to neighboring counties. 83% of the television households in Escambia County have Cable Television. Escambia County is part of the Mobile-Pensacola (Fort Walton Beach) DMA and is DMA rank # 62. The Mobile/Pensacola (Fort Walton Beach) DMA is a hyphenated market with a territory that includes 10 counties spanning 3 states: Florida, Alabama, and Mississippi. There are six broadcast network affiliates (one major that originates from Escambia County). Satellite Penetration in Escambia County (10.1%) is the lowest among neighboring counties and lower than the national average. Source: Nielsen, Mobile-Pensacola (Ft. Walton Beach) DMA VIP November 2005
Why Advertise in Escambia County? ESCAMBIA COUNTY HAS THE MONEY RETAIL STORE GROUP RETAIL SALES Total Retail Sales$ 3,858,144,000 Food & Beverage Stores$ 296,908,000 Food Service & Drinking Establishments$ 376,615,000 General Merchandise$ 753,215,000 Furniture/Home Furnishings, Electronics & Appliances$ 191,392,000 Motor Vehicles & Parts Dealers$ 945,350,000 Escambia County stores generated more revenue in retail sales than neighboring counties: Santa Rosa County, FL- $1,166,931,000; Escambia County, AL- $436,583,000; and Baldwin County, AL- $2,531,483,000. Source: 2005 Survey of Buying Power SMM. AGS Demographic Data- 2005 Estimates/Market Smart Analyzer Other Industries (2005 Estimated Consumer Expenditures) Health Care $350,606,264 Legal & Accounting $10,507,914
Maintaining an Advertising Presence Advertising End of Advertising No Advertising Percent Recalling Advertising Week Number Maintaining a consistent message and keeping a continual presence on cable television will result in a higher audience recall of your message. Stop your advertising on cable television, and people quickly forget your message! Source H.A. Zielske, The Remembering and Forgetting of Advertising Journal of Marketing, Volume 23, No. 3, Pages 239-243
Top 10 Non- News Cable Networks in Traditional Broadcast News Dayparts M-F 5A-9A M-F 5P-6:30P M-F 9P-10:30P Free to Watch what they Want to Watch at 6A, 5P, 6P and 10P… Source: Nielsen Research. Mobile-Pensacola (Ft. Walton Beach) Nov04 C-DMA
Reach a broader audience by supplementing, not duplicating your local broadcast buys, and watch cable programming dramatically improve your consumer reach.
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