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Media

Solutions
to Grow Your
Business
Media
Solutions
to Grow Your
Business
Brad Seitter
VP, Marketing
Advertising in Today’s World

 Media is evolving.

 Media consumption habits are changing.

 Advertisers must engage consumers where


they spend the most time, and are most
influenced.

 All media can be effective. But they work in


different ways.
Advertising in a Complex Media World
Simplifying the Process

Spend your money


where consumers spend
the most time, and
are the most influenced
Stages of the
Purchase Decision Process
Reaching
Awareness Consumers
Early

Influencing Interest
The
Decision Consideration

Want to Purchase
Making A
Visit Store/Website
Purchase

Make The Purchase

Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study


The Purchase Funnel 2.0 Study

1. Fast food/quick service restaurant


2. Casual dining restaurant
3. Department store
4. Discount store
5. Grocery store
6. Hardware/home improvement store
7. Home, auto, or life insurance
8. Banking services
9. Auto dealership or car/truck/SUV
10. Furniture/bedding
11. Travel/travel services
What Influences Consumers Most

5
3 5
5 4 7
3 3 10
5 4 8
11 6 4
11 4 8
3 5 3
6 5
12 11 5
10
11

66
61
52 52
47 43

Awareness Interest Consideration Want To Visit Store/ Make


Purchase Website Purchase

Television Newspaper Radio Outdoor Email Magazines


Internet Display Internet Search Blog Mobile Other

Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study


Toyota Corp.

12

12
2
3

71

Toyota Corp % Media Mix

Television Newspaper Radio Outdoor Email Magazines


Internet Display Internet Search Blog Mobile Other

Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study; Toyota Corp. allocation based on Kantar Media.
Toyota Local Dealers
2
2
12

83

Toyota Local Dealers % Media Mix

Television Newspaper Radio Outdoor Email Magazines


Internet Display Internet Search Blog Mobile Other

Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study; Toyota Local Dealers allocation based on Kantar Media.
Jack in the Box
1
6
2

91

Jack in the Box % Media Mix

Television Newspaper Radio Outdoor Email Magazines


Internet Display Internet Search Blog Mobile Other

Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study; Jack in the Box allocation based on Kantar Media.
Sleep Country

99.9

Sleep Country % Media Mix

Television Newspaper Radio Outdoor Email Magazines


Internet Display Internet Search Blog Mobile Other

Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study; Sleep Country allocation based on Kantar Media.
What Are Your Choices?

Broadcast Television
Cable
Cable

Most Effective Use Limitations


 Retail zone targeting  Low reach
 Frequency  Fragmentation
 Niche programming  Limited market penetration
 Local commercials are not
seen in Satellite homes
How Does the Seattle
Market Receive its Programming?
Cable reaches 73% of TV Homes, but reach diminishes
depending on the cable interconnect

Comcast
69.2%

Local cable
commercials are
not seen in
satellite homes Satellite Other
Other:
3.8%
21.2% OTA • Fios
• Click
• Ranier
• Hood
• Broadstripe

Broadcast Reaches 100% of TV Homes


Source: The Nielsen Company, Nov. 2010; TV Datatrak 2011
Last Season Cable Had Only Two
Programs in the Top 100
Rank Primetime Programs Network

1 SUPER BOWL XLIV CBS

2 FOX NFC CHAMPIONSHIP FOX

3 ACADEMY AWARDS ABC

4 NBC NFL PLAYOFF GAME 2 NBC

5 AFC DIVISIONAL PLAYOFF CBS

6 2010 CITI BCS NATIONAL CHAMPIONSHIP ABC

7 WINTER OLYMPICS OPENING CEREMONY NBC

8 GRAMMY AWARDS CBS

9 WINTER OLYMPICS WED PRIME NBC

10 AMERICAN IDOL-TUESDAY FOX

45 NFL REGULAR SEASON ESPN

83 2010 AFC-NFC PRO BOWL ESPN

Source: The Nielsen Company; Full Season ’09-’10 A25-54


Newspaper
Newspaper

Most Effective Use Limitations


 Price and item  Declining circulation
 Couponing  Seattle Times
DMA penetration
 Product detail drilldown
Daily 16.7%*
 Retail zone targeting
 Post-Intelligence now
only online
 No frequency
 Being replaced by Internet
 Doesn’t drive brand awareness
or interest

Source: *2011 SRDS/Audit Bureau of Circulation DMA Analysis


Newspaper Circulation
Continues to Decline

Seattle Times Daily Circulation % of DMA

28.8%
25.6%
21.7%

16.7%

1996 2001 2006 2011

Source: SRDS/Audit Bureau of Circulation, Seattle DMA


Newspaper is More Effective
with Grocery Ads
Grocery / Supermarket Ads
5
4 7 10
4 3 7
3 4 3 3 6
4 3 3
5 3
23 3 3
28
30 30
25 29

56
48
43 43 41 39

Awareness Interest Consideration Want To Visit Store/ Make


Purchase Website Purchase

Television Newspaper Radio Outdoor Email Magazines


Internet Display Internet Search Blog Mobile Other

Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study


Radio
Radio

Most Effective Use Limitations


 Reminder medium  No Visual Engagement
 Hyper-niche targeting  Fragmented
 Reaching consumers  Difficult to build reach
on-the-go
 Losing share to MP3 (iPods),
 On-site promotions cell phones, DVDs, internet
radio and satellite radio
 Hard to buy
 Not a primary influencer
Radio is Not a Primary Influencer

5
3 5
5 4 7
3 3 10
5 4 8
11 6 4
11 4 8
3 5 3
6 5
12 11 5
10
11

66
61
52 52
47 43

Awareness Interest Consideration Want To Visit Store/ Make


Purchase Website Purchase

Television Newspaper Radio Outdoor Email Magazines


Internet Display Internet Search Blog Mobile Other

Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study


Yellow Pages
Yellow Pages

Most Effective Use Limitations


 Used as a directory  No frequency of message
 Can reach people without  Inflexible creative
television or Internet
 Replaced by digital options
 Not a branding medium
 Opt out
 Buyer Beware: automatic
renewal
Billboards
Billboards

Most Effective Use Limitations


 Locator  Limited demographic
targeting
 Extension of an advertiser’s
storefront  Exposure is short
 Digital Billboards’ exposure
even shorter
 Not effective if you don’t have
a physical store location
 Difficult to measure
 Not a primary influencer
Social Media
Social Media

Most Effective Use Limitations


 Connecting with customers at  Not a branding medium
a personal level  Not a primary influencer
 Reaching younger demos  Can’t measure ROI
 To be in front of shoppers who  Widespread buzz but
are already online participation is limited to
heavy users:
 Global reach
 12% of Facebook
users make up 66%
of total visits*
 73% of Twitter users
have tweeted less
than 10 times*

Source: *Barracuda Labs


What Influences Consumers Most

5
3 5
5 4 7
3 3 10
5 4 8
11 6 4
11 4 8
3 5 3
6 5
12 11 5
10
11

66
61
52 52
47 43

Awareness Interest Consideration Want To Visit Store/ Make


Purchase Website Purchase

Television Newspaper Radio Outdoor Email Magazines


Internet Display Internet Search Blog Mobile Other

Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study


Broadcast TV
Television: The Most Effective
Advertising Medium

Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Television: The Most Effective
Advertising Medium

Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Television: The Most Effective
Advertising Medium

Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Time Spent with TV is Growing

Up 35% 319.2
Television
236.6
Up 59% 156.6
Internet
98.5

91.2 2010
Radio
98.0 2008
26.4
Newspapers
26.7

19.2
Mobile
Time Spent Yesterday (in minutes)
15.6 Persons 18+
Magazines
16.7

Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. (Mobile not studied in 2008)
Marketers are Increasing Spending in TV
…Because it Works

Jan-Sept 2010: Double Digit Growth Categories

Auto & Dealers +61.5% Government & Orgs +28.6%

Telecom +21.4 Food Stores/Supermarkets +19.0

Restaurants +12.9 Media +36.4

Financial +51.2 Home Improvement +37.9

Furniture Stores +16.8 Soaps/Cleaners/Supplies +22.9

Food & Food Products +19.3 Beverages +35.4

Schools & Colleges +11.8 Clothing Stores +10.0

Legal Services +16.6 Department Stores +34.6

Travel/Hotels/Resorts +10.5 Political +615.0

Source: Kantar Media Top 100 Markets


TV Stations Offer Content
that Consumers Use Most
People Trust Their Local News Most …
% Adults who say this medium has
personalities / writers whom they trust

Local TV News 48.0

Radio 43.0

Print Magazines 34.0

Print Newspaper 29.0

Websites 4.3

Source: Hearst / Magid Study 2010


TV Station Websites are the
Top Choice for News & Events

Which website do you go to most


for local news and weather?
Percent 18+

Local television station website(s) 52.3

Local newspaper website(s) 43.2

Local radio station website(s) 9.3

Other Local Site(s) 6.6

None/Don't know 2.5

Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Note: Multiple responses allowed.
TV Station Websites
Connect to Your Community
TV Station Websites
Connect to Your Community

HOME NEWS WEATHER TRAFFIC ENTERTAINMENT LIFESTYLE SPORTS VIDEO MONEY MARKETPLACE ABOUT
TV Station Websites
Connect to Your Community
Mobile Media
TV and Internet Work Together

Brand Recall

+ 50%
+ 18%

TV Only
TV + Internet

One online
exposure 20+ online
exposures

Source: Nielsen IAG; Online Video Study


TV and Internet Work Together

22% percent of consumers who took action after seeing a


television commercial, went to the internet:

(Percent)

Went online to learn more 11.6

Purchased the product online 4.5

Tried to find the advertisement on the Web 4.4

Sent someone a website link about the product 1.9

Percent of consumers driven to the Web 22.4%

Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study


Penny-a-Person

Direct Mail = 45¢


Yellow Pages = 35¢
Newspaper = 10¢
Cable = 7¢
Radio = 3¢

Broadcast TV = 1¢

Source: Ekstein Summers Armbruster & Co.


Success
Stories
TV Stations Deliver
Broadcast
TV
Cable Newspaper Radio
Yellow
Billboards Social Media
& Station
Broadcast
Pages Websites
TV
Build
Brand
Niche
Targeting
High
Reach
Cost
Effective
Price/
Coupon
High
Influence
Consumers
On-the-go
Community
Connection
Retail
Zoning
Take-Aways

 Media is effective, but in different ways


 Television is the top influencer throughout the
Purchase Funnel process
 When evaluating the cost of reaching your
audience, TV is the most efficient medium
 TV stations offer multi-media content that
connects with consumers most
 Partnering with local broadcast television will
help you grow your business