marketing guide 2020 · plan on purchasing a new home 14,100 will be making decisions for an...

KCCI SALES MEDIA GUIDE | 1

MARKETING GUIDE 2020

69%

own their own home.

38%

have household incomes over $75K.

17%

are new to their community within the past 2 years.

10%

are new to their community within

the past 3-4 years.

Des Moines Area Adults Fast Facts

Source: Marshall Marketing, Survey 2019

52%

watch KCCI for weekday morning, evening or late news each week.

29%

say television is the most infl uential medium.

25%

say television ads trigger online searches.

42%

would consider streaming a local newscast online.

57%

watched television through a streaming service.

The average age of a Des Moines area adult is

47



Source: Marshall Marketing, 2019 Des Moines Survey

Des Moines and Surrounding Areas Composition

89%

5%

4%

2%

1%

ETHNICBACKGROUND

Caucasian

Hispanic

African American

Asian

Native American

GENDER

51% Women 49% Men

AGE RANGE

OCCUPATIONS

38%

White Collar, Managerial, Professional

20%

Retired

10%

Blue Collar, Operative Worker

7%

Homemaker

3%

Student

YEARS PRESENT IN COMMUNITY

17%1 - 2 Years

10%3 - 4 Years

25%5 - 15 Years

49%16+ Years

HOUSEHOLD INCOME

25%< $30 K

19%$30 - 50 K

19%$50 - 75 K

15%$75 - 100 K

23%$100 K

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+

15%

18%

14%

19%

16%

19%

Source: Marshall Marketing, 2019 Des Moines Survey

OCCUPATIONS

38%

White Collar, Managerial, Professional

20%

Retired

10%


7%

Homemaker

3%

Student

< $30 K

$30 - 50 K

$50 - 75 K

$75 - 100 K

$100 K

35 - 44

45 - 54

55 - 64

65+

Kossuth

Pocahontas Humboldt Wright Franklin

CalhounWebster

Hamilton Hardin

Carroll

Audubon Jasper PoweshiekDallas

Greene Boone MarshallStory

Adair Marion Mahaska

Adams

Taylor

Union

Ringgold

Clarke

Decatur

Lucas

Wayne

Monroe

Appanoose

Ft. Dodge

Ames

Guthrie

Madison Warren

Polk

Des Moines

DES MOINES - AMES

Broadcast Coverage Map

Metro/Central DMA Area Remainder DMA Area

240,250

297,000

Metro Area

TV Households

Adults 18+

383,590

474,400

Designated Market Area

TV Households

Adults 18+

449,680

552,500

NSIArea

TV Households

Adults 18+

Source: Nielsen May 2019


of Central Iowans plan to purchase a new vehicle within the next 12 months

48%

of “intenders” TV triggers online search

52%

of “intenders” visit KCCI.com

31%

of “intenders” livestreamKCCI News, almost twice as much as all local competitors combined

56%

of “intenders” consider KCCI overall favorite

FUELS PROFITS FOR LOCAL AUTO DEALERS

67,787


Which of the following media types is most infl uential?

Television

Social Media

Internet Search

Radio

Newspaper Inserts

Newspaper

Other

29%

25%

13%

5%

5%

3%

6.7%

Adults 18+ in Total Survey Area

Television Ads

Internet Ads

Coupons

Online Commercials or Videos

Email Ads

Direct Mail

Radio Ads

In-Store Ads

Newspaper

Magazine

Which of the following triggers you to start an online search?

25%

24%

14%

13%

12%

10%

10%

8%

8%

7%

Adults 18+ in Total Survey Area

Weekly Average Viewers

584,000 158,000 96,000

Monthly Average Users

Infl uential Media and Online Search

Source: Marshall Marketing Survey 2019; Des Moines IA DMA Nielsen Media Research Weekly Average Cume Sign on/Sign off Duplicated P2+ May 2019; Google Analytics, KCCI.com Responsive Website & KCCI Mobile App, 2019 6 Month Average, Weekly Duplicated Sessions Cume; Facebook, July 2019 Fans

Television Ads

Internet Ads

Coupons

Online Commercials or Videos

Email Ads

Direct Mail

Radio Ads

In-Store Ads

Newspaper

Magazine

Source: Marshall Marketing Survey 2019; Media Research Weekly Average Cume Sign on/Sign off Duplicated P2+ May 2019; Mobile App, 2019 6 Month Average, Weekly Duplicated Sessions Cume; Facebook, July 2019 Fans

KCCI’s has a Loyal Audience on TV, Multicast, Online, and Social! Take advantage of KCCI’sAudience Beyond Broadcast TV and expand your reach to all KCCI’s platforms.

109,334

2,259,320 203,049 368,283

Source: Marshall Marketing Survey 2019; Des Moines IA DMA Nielsen Media Research Weekly Average Cume Sign on/Sign off Duplicated P2+

Google Analytics, KCCI.com Responsive Website & KCCI Mobile App, 2019 6 Month Average, Weekly Duplicated Sessions Cume; Facebook, July 2019 Fans

Media Research Weekly Average Cume Sign on/Sign off Duplicated P2+ Google Analytics, KCCI.com Responsive Website & KCCI

Mobile App, 2019 6 Month Average, Weekly Duplicated Sessions Cume;

KCCI SALES MEDIA GUIDE | 7KCCI SALES MEDIA GUIDE | 7

5%

GENERATION X(b. 1965 - 1981)

WHO-TV, Ch. 13 NBC

MILLENNIALS(b. 1984 - 2004)

SENIORS(b. before 1945)

BABY BOOMERS(b. 1946-1964)

KCCI-TV, Ch. 8 CBS

CNN

KDSM-TV, Ch. 17 FOX

MSNBC

WOI-TV, Ch. 5 ABC

KCWI-TV Ch. 23 CW

Other

WHO-TV, Ch. 13 NBC

KCCI-TV, Ch. 8 CBS

CNN

KDSM-TV, Ch. 17 FOX

MSNBC

WOI-TV, Ch. 5 ABC

KCWI-TV Ch. 23 CW

Other

21% 52,480

14% 33,893

9% 21, 867

5% 13,120

2% 5,467

5% 12,027

2% 5,467

2% 4,373

16% 29,520

5% 8,747

4% 7,653

3% 5,467

2% 4,373

1% | 2,187

0.6% | 1,093

WHO-TV, Ch. 13 NBC

KCCI-TV, Ch. 8 CBS

CNN

KDSM-TV, Ch. 17 FOX

MSNBC

WOI-TV, Ch. 5 ABC

KCWI-TV Ch. 23 CW

Other

14% 25,147

5,467

3,280

5,467

3,280

| 1,093

| 2,187

8% 15,307

WHO-TV, Ch. 13 NBC

KCCI-TV, Ch. 8 CBS

CNN

KDSM-TV, Ch. 17 FOX

MSNBC

WOI-TV, Ch. 5 ABC

KCWI-TV Ch. 23 CW

Other

2,187

5% 2,187

0% | 0

1,093

1,093

5% 2,187

Which stations have you watched a livestream newscast of in the past seven days?

AGE GROUP SURVEY

Source: Marshall Marketing Survey 2019

3%

3%

2%

0.6%

1%

2%

3%

3%

0% | 0

0% | 0

0% | 0

OUR VIEWERS

5:00 amNews

Viewership would fi ll the HILTON COLISEUM and DES MOINES CIVIC CENTER, combined

V I E W E R S

V I E W E R S

6:00 amNews

Viewership would fi ll the UNI-DOME and WELLS FARGO ARENA, combined

5:00 pmNews

V I E W E R S

Viewership would fi ll PRINCIPAL PARK FOUR TIMES

x4

6:00 pmNews

10:00 pmNews

V I E W E R S

V I E W E R S

Viewership of both the 6:00pm and 10:00pm News would fi ll the JACK TRICE STADIUM



Which local TV station do you watch most often for the local weather?

AGE GROUP SURVEY

MILLENNIALS(b. 1984 - 2004)

KCCI-TV Ch. 8 CBS

64%

WHO-TVCh. 13 NBC

30%

WOI-TVCh. 5 ABC

1%

KDSM-TV Ch. 17 FOX

4%

GENERATION X(b. 1965 - 1981)

KCCI-TV Ch. 8 CBS

62%

WHO-TVCh. 13 NBC

33%

WOI-TVCh. 5 ABC

2%

KDSM-TV Ch. 17 FOX

0.8%

BABY BOOMERS(b. 1946-1964)

KCCI-TV Ch. 8 CBS

57%

WHO-TVCh. 13 NBC

35%

WOI-TVCh. 5 ABC

7%

KDSM-TV Ch. 17 FOX

0.6%

SENIORS(b. before 1945)

KCCI-TV Ch. 8 CBS

53%

WHO-TVCh. 13 NBC

32%

WOI-TVCh. 5 ABC

13%

KDSM-TV Ch. 17 FOX

0%


OUR WEATHER PARTNERS

Source: Marshall Marketing Survey 2019

The “Money” DemoExpanding the A25-54 demo just ten years to A25-64 results in a signifi cant increase in consumers compared to our competition.

BREAKING DOWN THE 55-64 DEMO

71%are married.

61%are employed.

84%own their own home.

8,460plan on purchasing a new or used vehicle.

6,204plan on purchasing furniture over $500.

7,896plan on purchasing a new mattress.

24,252will make a charitable donation over $100this year.

7,332plan on investing in solar panels.

11,280have a roof over 16 years old.

24,816have a household

income of $75,000+

14,100have a household

income of $100,000+

39%

have a college degree and 20% have a graduate degree.

78%

have lived in their community for 16 or more years.

45%are empy nesters, while 55% still have children living in the home.

3,384plan on purchasing a new home.

14,100will be making decisions for an elderly parent.

23,124will buy eyeglasses.

4,512plan on purchasing new tires for their car or truck.

6,768plan on buying energy effi cient windows or doors for their home.

7,896have an HVAC unit over 16 years old.

KCCI SALES MEDIA GUIDE | 11KCCI SALES MEDIA GUIDE | 11

KCCI 8 News This Morning reaches 64% more consumers when expanded.

KCCI-TV 5-6am

WHO 5-6am

KCCI-TV 6-7 am

WHO 6-7am

20

15

10

5

0

6.6

4.32.7

3.1

11.4

8.9

5.6

7.5

10.9

5.8

20.3

13.1

KCCI 8 News This MorningM-F 5-7am

AGES 25 - 54 AGES 55 - 64

+64%

KCCI 8 News at 5p and 6p reaches 36% more consumers when expanded.

KCCI 8 News at 10p reaches 21% more consumers when expanded.

VIE

WE

RS

IN T

HO

US

AN

DS

KCCI-TV 5-6am

WHO 5-6am

KCCI-TV 6-7 am

WHO 6-7am

25

20

15

10

5

0

6.6

4.32.7

3.1

11.4

8.9

5.6

7.5

10.9

5.8

20.3

13.1

AGES 25 - 54 AGES 55 - 64

+36%

VIE

WE

RS

IN T

HO

US

AN

DS

KCCI 8 News at 10pM-F 10pm

KCCI-TV 5-6am

WHO 5-6am

25

20

15

10

5

0

14.9

9.6

12.2

8.1

24.5

20.3

AGES 25 - 54 AGES 55 - 64

+21%

VIE

WE

RS

IN T

HO

US

AN

DS

KCCI 8 News 5p and 6pM-F 5-7pm

Expanding the A25-54 demo just ten years to A25-64 results in a signifi cant increase in consumers compared to our competition.


Viewer Profi les

HOUSEHOLD INCOME

20%

16%

126,262

12,950

14%

18%

90,650

14,029

23%

16%

150,004

12,950

$50 - 75K

$75 - 100K

$100K+

OCCUPATIONWhite Collar, Managerial, Professional

38%

31%

247,129

24,821

Working Women

Retired


32%

27%

203,962

21,583

20%

30%

131,658

23,742

10%

9%

66,908

7,554

TOTAL ADULTS MY DES MOINES VIEWERS

Hi Scott,Happy to help! The main reason being we were only on air for half of Q1 (started the w/o 2/12). For 2Q, I sent a buy over for the entire quarter. We have also been seeing consistent results on MCCI, so I wanted to continue the partnership for UHC! Thanks!

Carly Davies

KCCI SALES MEDIA GUIDE | 13KCCI SALES MEDIA GUIDE | 13KCCI SALES MEDIA GUIDE | KCCI SALES MEDIA GUIDE | 13

Which of the following programs do you regularly watch or plan to watch on ME-TV Des Moines?

ADULTS 18+ IN TOTAL SURVEYY AREA

M.A.S.H.17% 110,427

KCCI 8 News at 9 on MeTV12% 79,813

The Andy Griffi th Show9% 59,040

Perry Mason8% 51,387

Gunsmoke8% 51,387

The Twilight Zone7% 44,827

Bonanza7% 43,733

Hogan’s Heroes7% 42,640

Star Trek7% 42,640

The Beverly Hillbillies6% 41,547

The Rifl eman6% 41,547

Mama’s Family5% 32,800

Gilligan’s Island5% 31,707

Columbo5% 29,520

Brady Bunch4% 28,427

Alfred Hitchcock Hour4% 27,333

Rawhide4% 27,333

Matlock4% 26,240

WKRP in Cincinnati3% 20,773

Diagnosis Murder3% 19,680

Green Acres3% 19,680

Wagon Train3% 18,587

Wonder Woman2% 14,213

The Wild Wild West2% 13,120

The Monkees2% 10,933

Charlie’s Angels2% 10,933

The Jeff ersons2% 9,840

Gunsmoke

The Twilight Zone

Bonanza7

Hogan’s Heroes7% 42,640

Star Trek7% 42,64042,640

The Beverly Hillbillies6% 41,547

The Rifl eman6% 41,547

Mama’s Family5% 32,800

Gilligan’s Island5% 31,707

Columbo5% 29,520

Brady Bunch4% 28,427

Alfred Hitchcock Hour4% 27,333

Veteran journalist Soledad O’Brien, whose resume includes time at NBC and CNN, hosts this weekly newsmagazine that focuses on political and socioeconomic issues aff ecting America. “Matter of Fact” promises to provide balanced coverage of issues that will impact the future and discuss what’s really going on in the country’s political scene. The program includes interviews with decision makers and people who infl uence policy and can help institute changes. O’Brien says her goal with the show is “to expand the conversation around the issues that truly matter with those who are most directly able to impact our everyday lives.”

Nationally, Matter of Fact delivers nearly a million HHs, in aggregate across US metered market stations on broadcast airings and the FYI cable network.

KCCI 8 News Close Up is a half hour news interview program. In political seasons, KCCI Commitment coverage will extend to KCCI 8 News Close Up, providing in-depth conversations with candidates.


1ST IN THE NATIONFEBRUARY 3, 2020


BUYING WINDOW:

December 21, 2019 – February 3, 2020

IOWA CAUCUSES

PRIMARY ELECTION NIGHT

GENERAL ELECTION

BUYING WINDOW:

April 18, 2019 – June 2, 2020

JUNE 2, 2020

BUYING WINDOW:

September 5, 2019 – November 3, 2020

NOVEMBER 3, 2020

KCCI TestimonialsWe would like to thank KCCI for assembling an amazing staff !From our initial meeting with our account rep, we thought, “hey this is diff erent”. Thank you for taking the time to listen. The production crew was amazing, creative and very professional. Since this commercial has aired it has improved our overall call volume in the hours we are promoting.

Thank you again for thinking outside the box.”

― R OY CO N N E T T

“ I would like to express how much the commercial KCCI produced and aired has improved my retail business.Your team is amazing in producing commercial and making it fun as well. This is truly the best advertising money I have spent in the three years of running by business. Thank you and your group for doing such a great job in making my business successful.”

― J U L I A P R E N D E R G A ST

“

CBS

Sports & Specials

Year-round coverage of your favorite sports, including SEC and NFL Football, NCAA Basketball, and Pro Golf.

Stay-in-the-know on entertainment’s brightest stars when you watch the Grammys, the Tonys, the Kennedy Center Honors, and the ACM awards on KCCI.


KCCI CARES ABOUT THE COMMUNITY

2019 PARTNERSHIPS

IOWA STATEFAIR

BBB INTEGRITY AWARDS

CHILDSERVE

MAKE-A-WISHIOWA

FOOD BANKOF IOWA

DES MOINES PERFORMINGS ARTS

AMERICAN HEART ASSOCIATION

TOYS FOR TOTS

BLANK PARKZOO

IOWA’S LATINO HERITAGE FESTIVAL

marketing guide 2020 · plan on purchasing a new home 14,100 will be making decisions for an...

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