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:

3531

6963 65

605353

3137

0

10

20

30

40

50

60

70

18-34 18-49 25-54 35-64 50+

Atlanta National

Source: NSI, Atlanta Scarborough

The majority of Internet Users in Atlanta are primarily 18-49:

38.6

78.374.2

49.9

21.7

0

10

20

30

40

50

60

70

80

P18-34 P18-49 P25-54 P35-54 P50+

Only 49.9% of Internet

users are 35-54.

Only 49.9% of Internet

users are 35-54.

The majority of Internet Users in Atlanta are primarily 18-49, while almost 40%

are 35-49:

38.6 39.7

21.7

0

5

10

15

20

25

30

35

40

P18-34 P35-49 P50+

Only 21.7% of Atlanta Internet Users are 50+

Only 21.7% of Atlanta Internet Users are 50+

Ways Atlantans Use On-Line Services:

11.311.5

13.5

14.117.5

19.720.6

25.136.1

0 10 20 30 40

Shopping

Sports Scores/Updates

Auto Info

Games

Financial Info

Work-Related

News

Research/Education

Email

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:

75.8 75.2 74.7

63

52.5

24.2

0

10

20

30

40

50

60

70

80

18-49 18-24 25-54 25-49 35-54 50+

Total Adults Who Use the Internet & Used a major credit card in past three

months.

Total Adults Who Use the Internet & Used a major credit card in past three

months.

Without ignoring the significance of the 18-49 internet user in Atlanta,

what is the most effective way to target your .com

message?

Internet Users!

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:

10096 92 89 88 83

68 67

0102030405060708090

100

MA

RK

ET

IND

EX

INT

ER

NE

T

WX

IA 6

PN

WS

WS

B 6

PN

WS

WG

NX

6P

NW

S

WX

IA 5

PN

WS

WS

B 5

PN

WS

WA

GA

6P

NW

S

WA

GA

5P

NW

S

INDEX

The early news viewer also under-delivers the market in computer

ownership:

-4%

5%

-4%

-2%

0%

2%

4%

6%

OWNS PC INDEX =96 DOES NOT OWN PC INDEX=105

DOES NOT OWN

OWNS A PC

For Atlanta Internet users, WB36! Seinfeld Reaches more users than most of affiliate late

news:

63,192

182,659

188,034

203,758

217,940

0 50,000 100,000 150,000 200,000 250,000

CUME PERSONS Adj May'99 NSI

WGNX 11P NEWS

WXIA 11P NEWS

WSB 11P NEWS

WB36 10P SEINFELD

WAGA 10P NEWS

ADULTS 18-49

In Atlanta’s prime access, WB36! Dominates the market with Internet

Users:

71

79

86

97

99

102

118

0 20 40 60 80 100 120

INDEX

WTBS

WXIA

WAGA

WUPA

WGNX

WSB

WB36

M-F 7P-8P

ADULTS 18-49

In prime, Atlanta’s internet users who view television are more concentrated

in WB36! than FOX, CBS, or UPN:

73

96

97

102

106

108

110

0 20 40 60 80 100 120

INDEX

WTBS/IND

WUPA/UPN

WGNX/CBS

WAGA/FOX

WATL/WB

WSB/ABC

WXIA/NBC

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 HeavenCast of 7th Heaven

Cast of Jamie Foxx Show

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 LoveCast of For Your Love

Cast of For Your LoveCast of For Your Love

Internet Users are also heavy viewers of Sports:

112

110

108

107

107

104 106 108 110 112

Index

College Basketball

College Football

NFL Football

Mjr Lg Baseball

Atlanta Hawks

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

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 Dateline 80,929

WSB/FRI 10P 20/20 75,800

WSB/MON 8P 20/20 73,161

WSB/WED 10P 20/20 68,481

WGNX/WED 9P 60 MIN II 58,440

WXIA/WED 8P Dateline 56,417

WGNX/SUN 7P 60 Minutes 42,523

WXIA/SUN 7P Dateline 37,957

The Cast of FriendsThe Cast of Friends

In Summary...• Although National Data may show that

Internet Users are older, Atlanta’s Internet Users are primarily 18-49.

• 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.