Atlanta’s T.V. Viewing & Internet Households—What You Should Know Source: Atlanta Feb’98-Jan’99 Scarborough, Nielsen Station Index

A study conducted by the Nielsen/NetRatings Internet measurement service shows that the number of Internet homes in the United States are approximately 38 million. This figure corresponds to 105 million persons who have internet access. Atlanta is the #5 city in the U.S. for Internet usage, and WB36! is the #1 WB Affiliate in the country. Atlanta’s I-net users are upscale, well-educated—and youthful.

Atlanta is a youthful market with almost 70% of the population between the ages of 18-49, while 63% of the National population is 18-49: Source: NSI, Atlanta Scarborough

The majority of Internet Users in Atlanta are primarily 18-49: Only 49.9% of Internet users are

The majority of Internet Users in Atlanta are primarily 18-49, while almost 40% are 35-49: Only 21.7% of Atlanta Internet Users are 50+

Ways Atlantans Use On-Line Services: Total Adults 18+

Of the Atlanta Adults who have access to the Internet: 51.2% are female, while 48.8% are male. 61% are married. Almost half of them (47%) have children. 67% are college-educated. The majority earn an annual HH income of $50,000+.

Atlanta’s Young Adults are Frequent Users of Credit Cards: Total Adults Who Use the Internet & Used a major credit card in past three months.

Without ignoring the significance of the internet user in Atlanta, what is the most effective way to target your.com message?

Inte rnet Us ers! A closer examination of key dayparts will determine how to effectively reach Atlanta’s

Despite popular belief, Atlanta’s early news does not effectively reach the target internet user: INDEX

The early news viewer also under-delivers the market in computer ownership: DOES NOT OWN OWNS A PC

For Atlanta Internet users, WB36! Seinfeld Reaches more users than most of affiliate late news: ADULTS 18-49

In Atlanta’s prime access, WB36! Dominates the market with Internet Users: ADULTS 18-49

In prime, Atlanta’s internet users who view television are more concentrated in WB36! than FOX, CBS, or UPN: M-SA 8P-11P+ SU 7P-11P ADULTS 18-49

The Following WB Prime programs outrank the competition in Internet User Audience Composition: Station/Program TTL Adult Cume/Internet WB36/7th Heaven Mon 8p 143,081 WXIA/Law & Order Wed 10p 132,670 WB36/Jamie Foxx Thu 830p 131,641 WSB/Dharma & Greg Wed 8p 129,658 WB36/For Your Love Thu 930p 126,685 WSB/Sun Wonderful Disney 126,464 WB36/Steve Harvey Thu 9p 122,451 WSB/The Practice Sun 10p 117,060 WXIA/Will & Grace Tue 930p 102,775 Cume Persons Adjusted May’99 NSI Cast of 7th Heaven Cast of Jamie Foxx Show

The Following WB Prime programs outrank the competition in Internet User Audience Composition in Adults 25-54: Station/Program P25-54 Adult Cume WATL/Jamie Foxx 104,772 WATL/For Your Love 104,433 WSB/ABC Sat 8p Movie 100,270 WATL/Steve Harvey 98,195 WATL/7th Heaven 94,508 WSB/ABC The Practice 94,256 WXIA/Thur 9p NBC 94,033 WXIA/Will & Grace 87,863 WSB/Sun 9p 20/20 85,378 Cume Persons Adjusted May’99 NSI Cast of For Your Love

Internet Users are also heavy viewers of Sports: WB36! IS THE HOME OF ACC BASKETBALL & SEC FOOTBALL!

Against the News Magazine Format, Seinfeld & Friends reach more of the cumulative Internet users: Station/Program P18-49 Cume WB36!/MF 10p Seinfeld 203,758 WB36!/MF 1030P Friends 174,296 WXIA/Dateline Tues 10p 82,014 WSB/20/20 Friday 10p 76,139 WSB/20/20 Wed 10p 69,163 WSB/20/20 Mon 8p 66,118 WXIA/Dateline Sun 61,370 WGNX/60 Min II Wed 59,572 WXIA/Dateline Wed 8p 50,489 WGNX/Sun 7p 60 Minutes 26,660 The Cast of Seinfeld

Against the News Magazine Format, Seinfeld & Friends reach more of the cumulative Internet users in A25-54: Station/Program P25-54 Cume WB36!/MSU 10p Seinfeld 173,535 WB36!/MF 1030P Friends 140,354 WSB/SU 9P 20/20 85,378 WXIA/TU 10P Dateline80,929 WSB/FRI 10P 20/2075,800 WSB/MON 8P 20/2073,161 WSB/WED 10P 20/2068,481 WGNX/WED 9P 60 MIN II58,440 WXIA/WED 8P Dateline56,417 WGNX/SUN 7P 60 Minutes42,523 WXIA/SUN 7P Dateline37,957 The Cast of Friends

In Summary... Although National Data may show that Internet Users are older, Atlanta’s Internet Users are primarily The younger core of Internet users outdeliver older demo cells in credit card usage. News is not the most effective way to reach Atlanta’s Internet Users. WB prime has a higher cume of internet users than many of the other networks.

In reaching Atlanta’s young, households with families, and upscale internet users, WB36! can effectively reach your target consumer!

Cable Television Weaknesses: Fractionalization: Often many different cable systems will carve up a market so the system cannot reach the full market. Coverage: While Atlanta has a 71% cable penetration, you’re missing almost 30% of the market--which equates to more than 516,000 households. Time Spent: The vast majority of viewing is still to over- the-air television. Advertising on cable: Limits an effective reach, but yields a high frequency. In essence, you are reaching the same households over and over again. Source: TVB, The Media Center.

The Weaknesses of Radio: Atlanta has 70 Radio Stations. Each of these stations has its own loyal audience—which in turn causes audience fragmentation. When you’re trying to reach a substantial audience of different people, the fragmentation makes it difficult and expensive to buy. To reach the largest audiences, it is best to advertise during Morning Drive. The drawback is that advertisers will not receive the benefit from reach & frequency across the day or from other non-drive-time hours. Television provides sight, sound, and motion, while Radio provides sound only. Listeners are often distracted while driving. Source: TVB, The Media Center.