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2009 MARKET ANALYSIS Fort Smith-Fayetteville-Springdale- Rogers 2009 MARKET ANALYSIS Fort Smith-Fayetteville-Springdale- Rogers.

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Presentation on theme: "2009 MARKET ANALYSIS Fort Smith-Fayetteville-Springdale- Rogers 2009 MARKET ANALYSIS Fort Smith-Fayetteville-Springdale- Rogers."— Presentation transcript:

1 2009 MARKET ANALYSIS Fort Smith-Fayetteville-Springdale- Rogers 2009 MARKET ANALYSIS Fort Smith-Fayetteville-Springdale- Rogers

2 U.S. Rank (out of 210) TV Households 297,920#100 Persons ,162 #98 Total Business Establishments 29,103#109 Effective Buying Income $12.4 billion#106 HH with EBI Over $150k 3,783#115 Department Store Sales $ 438 million#128 General Merchandise $ 2.2 billion #76 Wired Cable50% ADS40% Multi-set80% VCR70% Black2.7% Hispanic7.4% Persons ,000 Persons ,000 Persons ,000 Persons ,000 Working Women126,000 Median Age:35 Fort Smith – Fayetteville – Springdale – Rogers DMA Market Sources: NSI NOV 2008 Demographics USA *ADS stands for Alternate Delivery Systems, meaning other than wired cable and over-the-air KHOG

3  Over 297,000 TV Households  Covers 11 counties in 2 states  Averages over 13.2 billion dollars in total retail sales annually  Ranked 115 th in Household EBI exceeding $150k  26th Fastest growing M.S.A. in the country  100th largest television market in the country  Both Fort Smith and Northwest Arkansas MSA’s voted in the top 70 Best performing MSA’s from the 2008 Milken Institute Study. Fort Smith – Fayetteville – Springdale - Rogers is the 26 th fastest growing market in the country. This market blends the cultures of Northwest Arkansas with The Arkansas River Valley region and Eastern Oklahoma. The market has come to be recognized as a corporate business, manufacturing, trucking and agricultural center. Business Climate Fort Smith and the River Valley region have experienced tremendous success in recruiting top-tier manufacturers like Rheem, Whirlpool, Hiram Walker, Baldor Electric, MAC Steel, Planters Foods and Gerber Foods. The city of Fort Smith was voted #1 Best place to live for affordable homes according to 2008’s Money Magazine report. Northwest Arkansas is home to the corporate headquarters for Wal-Mart, the world’s largest retailer, Tyson Foods, the worlds largest producer of protein products and other companies like J.B Hunt Trucking, Tyson Foods, George’s Chicken, Allen Canning and Superior Industries are headquartered in Northwest Arkansas as well. Wal-Mart and the rest of these companies, in turn, have had a tremendous impact by bringing numerous supplier companies to Northwest Arkansas, creating significant secondary employment, improving the local tax base and creating a huge demand for commercial and residential real estate. The city of Bella Vista was listed as one of the top 25 places to live for affordable housing from the 2008 Money Magazine report. Location The Northwest Arkansas region borders the lakes and forests of the largest mountain range between the Appalachians and the Rockies; the Ozark Mountain Range. Perhaps the main draw for big business is the ideal location of the market… right in the center of the United States… Oklahoma City to the West, Kansas City and St. Louis to the North, Memphis to the East, and Dallas Texas to the South. Interstate 40 that stretches from the Atlantic coast to the Pacific Coast is the main artery that runs through the region. The market also offers one of the lowest unemployment rates in the country, a welcoming tax structure, beautiful landscapes, affordable living and a broad connection of highways, railways, airports and terminals. Retail Sales From small boutiques in picturesque towns to large shopping centers like the Pinnacle Promenade Shopping Center, this market's total annual retail sales ring up over $8 billion annually. Benton county ranks #1 in the state of Arkansas for per capita income. The market ranks 95th out of 210 television markets in the country for households with effective buying income over $150,000. Forbes.com ranked Northwest Arkansas as being one of the country’s top 20 best places to build a business or career. Growth Northwest Arkansas experienced 47.5% growth from 1990 – The market growth is expected to continue and accelerate. In the next five years, this market's population is projected to grow at higher rates than the previous decade and in twenty years, conservative projections show the market doubling in size. Leading the way is the Fayetteville, Springdale, Rogers metro region, which ranks near the top in the nation for population growth from Between July 1, 2006, and July 1, 2007, the northwest Arkansas MSA grew 2.9 precent. “The 26 th Fastest Growing Market in the Nation.” U.S. Census Bureau, Feb. 08 “The 26 th Fastest Growing Market in the Nation.” U.S. Census Bureau, Feb. 08 Fort Smith – Fayetteville – Springdale - Rogers Sources: 1 NSI 2006, 2007, The Milkin Institute Money Magazine Demographics USA 5 Forbes.com

4 Media Market Rankings Fort Smith – Fayetteville – Springdale – Rogers Source: 2007 Demographics USA

5 Total DMA Households Fort Smith – Fayetteville – Springdale - Rogers Total Households by County Northwest Arkansas163,39055% River Valley Region134,53045% Total DMA:297,920 8,830 7,1209,490 22,440 80,070 18,530 5,950 15,700 4,450 77,370 47,970 Sources: NSI NOV 2008,

6 Fort Smith Market Characteristics NORTHWEST ARKANSAS REGION Fayetteville–Springdale–Rogers-Bentonville–Bella Vista– Siloam Springs 54% of the DMA The Northern portion of the DMA represents 3 counties and accounts for: Population54%Total Households 55% Retail Sales61%Effective Buying Income 54% Auto Sales66%Food Sales 60% Eating & Drinking65%Furniture/Appliances 66% General Merchandise54% 52% Fayetteville 55% Fort Smith Sources: 2007 Demographics USA

7 As Northwest Arkansas’ most populous county with over 203,000* 1 residents, Benton County is situated in the northwestern corner of the state and is part of the nation's 26th fastest growing MSA 1, Northwest Arkansas. Nestled in the foothills of the Ozark Mountains, Northwest Arkansas boasts a rich quality of life, beautiful lakes, rivers and forests as well as a mild climate making Northwest Arkansas an attractive place to call home. Employment opportunities abound in this area, well known as an international business community with deep roots in trucking, poultry and agriculture. With year-round recreational possibilities and an abundance of natural offerings, the county’s leisure activities and events are endless. A quick inspection of Northwest Arkansas’ educational, arts and entertainment resources, as well as its outstanding health and social service offerings, will reinforce the area's high quality of life. With an abundance of rich community resources, a supportive, progressive government, and solid economic structure, Northwest Arkansas is not only a great place to live and work, but a great place to visit. Benton and Washington Counties Represent:  60% employment growth in the last decade* 2  Ranked 36 th Safest MSA in the nation* 2  Median Household Income $44,015* 2  Over 55% of the Households and population in the market* 3  Over 63% of the Total Retail Sales in the market* 4 Benton County is the Most Populous County in the Market and outranks the state in per capita income Sources: 1.U.S. Census Bureau Sam M Walton College of Business, University of Arkansas 1996 Business Forecast 3.Nielsen NSI November Demographics USA

8 Market Characteristics THE RIVER VALLEY REGION Fort Smith–Van Buren–Sallisaw- Poteau–Waldron- Clarksville 46% of the DMA The Southern portion of the DMA represents 8 counties and accounts for : Population46%Total Households 45% Retail Sales39%Effective Buying Income 46% Auto Sales34%Food Sales 40% Eating & Drinking35%Furniture/Appliances 34% General Merchandise46% 45% Fort Smith Fayetteville Sources: 2007 Demographics USA

9 Northwest Arkansas, Persons 25-54: Nov, 2008 Benton and Washington Counties, AR StationM-F 5-7aM-F 5-630pM-F p KHBS KFSM KNWA KFTA Benton / Washington Counties Persons 25-54, TV Households for NOVEMBER, County Coverage Study: Nielsen NSI STELLAR Nov 2008

10 Fort Smith MSA, Persons 25-54: Nov, 2008 StationM-F 5-7aM-F 5p-630pM-F p KHBS KFSM KNWA KFTA Fort Smith MSA Persons 25-54, TV Households for NOVEMBER, County Coverage Study: Nielsen NSI STELLAR Nov 2008

11 Cable DMA Fort Smith – Fayetteville – Springdale - Rogers Source: Nielsen Feb 2008 NSI Based on NOV 2008 Cable DMA UEs *ADS means Alternate Delivery System and includes all forms of Satellite television delivery RegionCounty NameADS HHsADS % Cable+ ADS HHs Cable+ADS % NW ARK BENTON28,82536% % WASHINGTON25,53233% % MADISON3,33256%487982% Totals % % River Valley SEBASTIAN13,91129% % CRAWFORD9,64943% % LOGAN5,21059%724182% FRANKLIN4,69966%612386% JOHNSON6,64370%873192% SCOTT2,58158%387287% SEQUOYAH, OK8,47854% % LEFLORE, OK10,00654% % Totals % % Total DMA118,86740% % RegionCounty NameTVHHsCable HHsCable % NW ARK BENTON80,07046,44158% WASHINGTON77,37044,10157% MADISON5,9501,54726% Totals163,39092, % River Valley SEBASTIAN47,97029,74162% CRAWFORD22,4409,64943% LOGAN8,8302,03123% FRANKLIN7,1201,42420% JOHNSON9,4902,08822% SCOTT4,4501,29129% SEQUOYAH, OK15,7005,49535% LEFLORE, OK18,5305,93032% Totals134,53057, % Total DMA297,920149, %

12 KHBS-TV’s (Channel 40) UHF transmitter site on Cavanaugh Hill in Poteau Oklahoma allows effective signal strength into the River Valley portion of the DMA, covering all 8 of the southern DMA counties and beyond. KHOG-TV’s (Channel 29) UHF transmitter site (sister to KHBS ) on Mt. Kessler in Springdale allows effective signal strength into Northwest Arkansas covering the three northern DMA counties and beyond. CW (NHBS-DT 40-2, NHOG-DT 29-2) KHBS in Fort Smith and KHOG in Rogers broadcast the CW Plus Network on the digital tier in each side of the market. NHBS DT 40-2 in Ft Smith and NHOG 29-2 in Rogers KFSM-TV’s (Channel 5) VHF transmitter location is atop Figure Five Mountain approximately 5 miles north of Van Buren. While covering the southern and eastern portions of the DMA effectively, the northern signal has weak spots, especially in Benton County, the northernmost county in the DMA. KPBI-TV’s (Channel 46) LPTV transmitter is located on Vista Hill in Van Buren. KPBI has a network of low power repeaters, enabling the station to further the signal in order to reach the main cable headends. Over the air reception is very difficult in all parts of the DMA. This company also owns the UPN affiliate: KFDF (Channel 10). They use the same network to supply KFDF to cable headends. * Univision (KFDF-TV) LPTV transmitter (sister station to KPBI) is also on a network of lower power repeaters, enabling the station to reach cable headends. Over the air reception is very different throughout the DMA. KFTA-TV’s (Channel 24) UHF transmitter is located on Cartwright Mountain in lower Crawford County. KFTA provides a signal to the southern part of the DMA. Due to the transmitter location, it is difficult for the South and eastern counties to get good reception. KFTA does not cover the northern half of the DMA with a broadcast signal  KNWA-TV’s UHF (Channel 51) UHF transmitter site (sister to KFTA ) is located in Rogers Arkansas. The signal is designed to cover the 3 counties in Northwest Arkansas, and does not cover the southern half of the DMA with a broadcast signal. Sources: NSI 2008, 2007 Demographic USA GEOGRAPHICAL CHARACTERISTICS: Fort Smith is located in the southern half of the DMA while Fayetteville, Springdale and Rogers are located in the northern half. The Boston Mountain range separates the two Metro regions by 70 miles of rough and mountainous terrain. Fort Smith is situated beside the Arkansas River and borders Oklahoma to the West. Northwest Arkansas sits at the foothills of the Ozark Mountain Range and borders Missouri to the North. Each region is very different from the other in many ways. Cultural, social, economic, industrial and even subtle differences in climate give each region it’s own identity within the same market. Transmitter Location Makes A Difference! o +  + * X X

13 Marshall Marketing Fact sheet Survey Methodology Conducted By: Marshall Marketing & Communications, Inc., Pittsburgh, PA Over 25 years of consumer & media research experience Currently surveying over 100 markets across the U.S. Telephone Survey Random Digit Dialing Listed & Unlisted Numbers Survey Sampling, Inc. Computer Assisted Telephone Interviewing Proportionate to the Population Survey Contents Consumer Categories Demographics Media Dates of Interviewing September 16 – 29, 2008 Sample 500 Completed Telephone Interviews 18 years-of-age or older Precision Level:+/- 3.5% (at a 95% Confidence Level) Proportionate to County Populations Counties%Population# of Interviews Benton, AR30.4%152, Washington, AR28.8%144, Sebastian, AR18.0%90,03690 Crawford, AR9.0%45,01845 Le Flore, OK7.6%38,01538 Sequoyah, OK6.2%31,01231 TOTAL:100%500, Source: Marshall Marketing 2008

14 MEDIA PAST 7 DAYS In the past 7 days, have you...? Source: Marshall Marketing 2008

15 CONNECTION TO THE INTERNET Is your connection to the internet at home? Source: Marshall Marketing 2008

16 LOCAL WEBSITES VISITED - 30 DAYS What websites did you visit in the past 30 days? LOCAL WEBSITES VISITED TV.COM If you have accessed the website 4029tv.com, how many times in the past 30 days have you accessed it? Source: Marshall Marketing 2008

17 ACTIVITIES USE THE INTERNET For which of the following activities do you use the internet? INFORMATION ACCESS VISITING WEB SITES When visiting a local TV station or newspaper website, what kinds of information did you access? Source: Marshall Marketing 2008

18 RESEARCHED FOR ON INTERNET Which of the following items have you researched for on the internet in the past 12 months? BOUGHT ON INTERNET Which of the following items have you bought on the internet in the past 12 months? Source: Marshall Marketing 2008

19 DAILY PAPER READ PAST 7 DAYS When thinking of only the printed/paper copies of newspapers, in the past 7 days, which newspapers published Monday through Saturday have you read? Northwest Arkansas River Valley Source: Marshall Marketing 2008

20 NEWSPAPER Do you consult the newspaper prior to shopping for...? Northwest Arkansas River Valley Source: Marshall Marketing 2008

21 READ ANY INSERTS In the past 7 days, did you read any advertising circulars inserted in the newspaper? Northwest Arkansas River Valley Source: Marshall Marketing 2008

22 STATIONS LISTEN 6-10AM In the past 7 days, which radio stations did you listen to from 6am-10am? Northwest Arkansas River Valley Source: Marshall Marketing 2008

23 STATIONS LISTEN 10AM-3PM In the past 7 days, which radio stations did you listen to from 10am-3pm? Northwest Arkansas River Valley Source: Marshall Marketing 2008

24 STATIONS LISTEN 3-7PM In the past 7 days, which radio stations did you listen to from 3pm-7pm? Northwest Arkansas River Valley Source: Marshall Marketing 2008

25 PLAN TO PURCHASE/LEASE Which of the following do you plan to do, purchase or lease in the next 12 months? Northwest Arkansas River Valley Source: Marshall Marketing 2008

26 PLAN TO PURCHASE/LEASE Which of the following do you plan to do, purchase or lease in the next 12 months? Northwest Arkansas River Valley Source: Marshall Marketing 2008

27 Northwest Arkansas River Valley PLAN TO PURCHASE/LEASE Which of the following do you plan to do, purchase or lease in the next 12 months? Source: Marshall Marketing 2008

28 PLAN TO PURCHASE/LEASE Which of the following do you plan to do, purchase or lease in the next 12 months? Northwest Arkansas River Valley Source: Marshall Marketing 2008

29 Northwest Arkansas River Valley DOCTORS VISITED-12 MONTHS Which of the following doctors or health specialists have you visited in the past 12 months? Source: Marshall Marketing 2008

30 Northwest Arkansas River Valley FINANCIAL SERVICES-PRIMARY INSTITUTION Which of the following do you personally have at your primary institution? Source: Marshall Marketing 2008

31 Northwest Arkansas River Valley WOULD USE ATTORNEY For which of the following reasons would you contact an attorney or law firm to obtain information about your rights or provide legal assistance? Source: Marshall Marketing 2008

32 Northwest Arkansas River Valley Plan to purchase a house in the next 12 months? Plan to sell a house in the next 12 months? Plan to build a house in the next 12 months? Plan to purchase a house in the next 12 months? Plan to sell a house in the next 12 months? Plan to build a house in the next 12 months? Source: Marshall Marketing 2008

33 Northwest Arkansas River Valley # VISITS TO FAMILY STYLE RESTAURANT In the past 30 days, how many times have you visited a family style restaurant? Source: Marshall Marketing 2008

34 Northwest Arkansas River Valley # OF FAST FOOD VISITS In the past 30 days, how many times have you visited a fast food restaurant? Source: Marshall Marketing 2008

35 Northwest Arkansas River Valley EDUCATION If you are planning to continue your education in the next 2 years, what type of school will you be most likely to enroll? Source: Marshall Marketing 2008

36 Effective Buying Income ($000) Fort Smith – Fayetteville – Springdale - Rogers Effective Buying Income by County Northwest Arkansas$7,219,17454% River Valley$5,214,08046% Total DMA:12,433,254 Money income less personal tax and nontax payments–a number often referred to as “disposable” or “after-tax” income. Source: 2007 Demographics USA $868,980,000 $3,759,038,000 $561,008,000 $645,293,000 $3,251,003,000 $2,063,480,000 $148,035,000 $209,133,000 $325, $330,878,000 $271,183,000

37 Retail Sales ($000) Fort Smith – Fayetteville – Springdale - Rogers Retail Sales by County Northwest Arkansas$7,990,11063% River Valley$4,630,04937% Total DMA:12,620,159 Source: 2007 Demographics USA $588,962,000 $3,104,825,000 $339,712,000 $437,669,000 $4,778,591,000 $2,561,925,000 $74,188,000 $106,694,000 $239,532,000 $251,966,000 $136,095,000 Net sales (minus refunds and allowances for returns) for all establishments primarily engaged in retail trade, plus eating and drinking establishments. Receipts from repairs and other services (by retailers) are also included, but retail sales by wholesalers and service establishments are not.

38 Automobile Sales by County Northwest Arkansas$1,924,918,00066% River Valley$1,007,881,00034% Total DMA:2,932,799,000 Source: 2007 Demographics USA $121,862,000 $689,335,000 $69,825,000 $90,890,000 $1,231,311,000 $567,600,000 $2,582,000 $4,272,000 $63,355,000 $51,807,000 $39,960,000 Automobile Sales ($000) Fort Smith – Fayetteville – Springdale - Rogers Sales by retail establishments (dealers) primarily engaged in selling new and used automotive vehicles and trailers for personal use, and parts and accessories for such vehicles. Boat and aircraft dealers are included; mobile home dealers and gasoline service stations are not included.

39 Retail Sales by County Northwest Arkansas$613,806,00066% River Valley$324,567,00034% Total DMA:$943,373,000 Source: 2007 Demographics USA $39,007,000 $257,689,000 $24,533,000 $29,652,000 $353,793,000 $183,913,000 $9,364,000 $2,324,000 $12,815,000 $13,164,000 $12,119,000 Eat/Drink Sales ($000) Fort Smith – Fayetteville – Springdale - Rogers Sales by establishments selling prepared food and drinks for immediate consumption on or off the premises. Caterers and industrial and institutional food- service establishments are included; operators of vending machines, mobile lunch wagons, dinner theaters, and ice cream trucks are not.

40 Food Store Sales by County Northwest Arkansas$542,614,00060% River Valley$356,650,00040% Total DMA:$899,264,000 Source: 2007 Demographics USA $46,474,000 $165,205,000 $22,374,000 $63,577,000 $373,014,000 $130,034,000 $14,456,000 $4,395,000 $33,442,000 $29,196,000 $17,097,000 Food Store Sales ($000) Fort Smith – Fayetteville – Springdale - Rogers Sales by retail stores primarily engaged in selling food for home preparation and consumption. Sales by mail-order houses, frozen-food plants, candy stores, warehouse clubs, gasoline stations with convenience stores, snack and non-alcoholic beverage shops, bakeries, and other non-store retailers are not included.

41 Furniture/Electronics/Appliances Sales by County Northwest Arkansas$333,195,00066% River Valley$153,736,00034% Total DMA:$501,931,000 Source: 2007 Demographics USA $18,976,000 $115,273,000 $3,895,000 $6,121,000 $214,571,000 $129,782,000 $837,000 $3,351,000 $4,621,000 $2,298,000 $2,206,000 Sales by retail stores selling goods for the home. Includes appliances, radios, televisions, computer hardware & software, camera & photographic equipment and electronics. Excludes automobile stereo/radio stores, pre-recorded tape, compact disc and record stores, musical instruments, sheet music and recordings, custom-made furniture and upholstering, antiques and second-hand items. Furniture/Electronics/Appliance Sales ($000) Fort Smith – Fayetteville – Springdale - Rogers

42 General Merchandise Store Sales by County Northwest Arkansas$1,184,085,00054% River Valley$1,019,604,00046% Total DMA:$2,203,690,000 Source: 2007 Demographics USA $102,203,000 $514,119,000 $63,289,000 $106,653,000 $665,446,000 $644,683,000 $2,548,000 $4,520,000 $33,123,000 $63,732,000 $3,373,000 General Merchandise Sales ($000) Fort Smith – Fayetteville – Springdale - Rogers Sales by retail establishments, such as department, variety, and general stores, that sell a wide variety of new merchandise.

43 Buying Power Fort Smith – Fayetteville – Springdale - Rogers Source: 2007 Demographics USA 2008 US Census Bureau Nov 2008 Nielsen VIP


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