why local tv station websites? 1. why local television websites? because local tv websites reach...
TRANSCRIPT
Why Local TV Station Why Local TV Station Websites?Websites?
Why Local TV Station Why Local TV Station Websites?Websites?
1
Why Local Television Websites?Why Local Television Websites?Why Local Television Websites?Why Local Television Websites?
Because Local TV Websites reach local consumers and deliver effective ads.
Consumer purchases are local, and local television stations and websites connect with local customers.
Reach for local sites is competitive with national. Local media sites are the most valuable environment
on the Web for consumers trust in advertising. Local television news dominates news delivery to local
consumers on a typical day. Cross-platform campaigns drive traffic from television
to station’s websites. Television stations continue to increase their share of
local online dollars at the expense of local newspapers’ websites.
2
Local Sites’ Reach Is Competitive with Local Sites’ Reach Is Competitive with National SitesNational Sites
Local Sites’ Reach Is Competitive with Local Sites’ Reach Is Competitive with National SitesNational Sites
3Source: comScore MediaMetrix December 2008
Local Properties: 6th Largest
Media Property Unique Users Reach
Google 149,026,994 78.2
Yahoo! Sites 145,708,019 76.4
MSN-Microsoft Sites 125,351,120 65.7
AOL-Time Warner Network 109,879,173 57.6
Fox Interactive Media 89,224,918 46.8
Local Properties 86,464,474 45.4
eBay 77,885,145 40.9
Ask Network 73,267,338 38.4
Amazon Sites 71,430,639 37.5
Local Media Sites Are the Most Trusted Local Media Sites Are the Most Trusted Environments for AdvertisingEnvironments for Advertising
Local Media Sites Are the Most Trusted Local Media Sites Are the Most Trusted Environments for AdvertisingEnvironments for Advertising
4Source: Centro, LLC, OPA Study by Jupiter Research, August 2008
Most valuable environment on the Web for consumers trust in advertising
The Majority of Americans Get Their News from a Local Television StationThe Majority of Americans Get Their News from a Local Television Station
78% of Americans get news from a local TV station.
73% get news from a national television network or a cable network.
61% get some kind of news online. 54% listen to a radio news program at home or in
the car. 50% read news in the print version of a local
newspaper. 17% read news in the print version of a national
newspaper. 5Source: Pew Internet & American Life Project’s Understanding the Participatory News Consumer, Jan. 2010
Pew Internet News Study:Study of where Americans get their news on a typical day revealed that:
Pew Internet News Study:Study of where Americans get their news on a typical day revealed that:
News and the Local Market News and the Local Market ConnectionConnection
News and the Local Market News and the Local Market ConnectionConnection
Trust local news writers and on-air personalities. Engage with the ads in local television news. Discuss, trust and remember ads they see in
local news relative to all other ads in competitive media.
6Source: Hearst Television/Magid Study
Local Television News Study:Study revealed that local broadcast television news viewers were most likely to:
Local Television News Study:Study revealed that local broadcast television news viewers were most likely to:
Amtrak capitalizes on National Train Day:
Goal – Attract consumers to four separate National Train Day
events.
Media – Local Television and local online in Chicago, D.C., LA and
NY during 2 weeks preceding 2008 National Train Day.
Results – Local TV drove thousands to Amtrak website and/or local
events. Generated in-market awareness, buzz and excitement. Campaign renewed and expanded in 2009.
7
Amtrak’s Local Television Promotion for National Train Day
Amtrak’s Local Television Promotion for National Train Day
Backchannel Media: Four groups (Fisher, LIN, Gray, Hearst) are testing technology
that enables viewers to interact with locally placed commercials and provides a personalized website for info and purchase opportunities.
Open Mobile Video Coalition: Consortium of 25 broadcasters – including NBC Television,
Gannett, Sinclair, Fox Television, Belo, Scripps, Hearst and Lin. Created technical standards to enable stations to broadcast
local DTV signals to mobile devices. 2009 tests in Atlanta, Seattle and 2010 in Washington DC.
88
TV Stations Begin Hyper-Local Advertising with Interactive and Mobile
DTV Initiatives
TV Stations Begin Hyper-Local Advertising with Interactive and Mobile
DTV Initiatives
News Over Wireless Develops Custom News Over Wireless Develops Custom Mobile Content for BroadcastersMobile Content for Broadcasters
News Over Wireless Develops Custom News Over Wireless Develops Custom Mobile Content for BroadcastersMobile Content for Broadcasters
News Over Wireless (NOW): NOW is a technology company that enables local television
stations to develop turn-key mobile solutions to which viewers can opt-in; these can be customized to the needs of an individual station and market.
Content can include live video, weather and traffic updates, text messages with news headlines, and more.
Over 130 local television stations, and over 30 broadcast groups, are partnering with NOW.
NOW has the ability to develop custom mobile content and programs that enable broadcasters – and their advertising partners – to connect with on-the-go customers.
9
10
Use Local Broadcast Television’s many digital assets to target, reach and influence consumers.
Local television stations and websites connect with local customers.
Local television stations and websites connect with local customers.
Consumer
Consumer
HD TV Station
HD TV Station
Digital Subchannels
Digital Subchannels
Mobile DTVMobile DTV
PromotionsPromotions
Station Websites
Station Websites
Local Program
s
Local Program
s
Interactive
TV
Interactive
TV
Local OnlineSearch & Classified
Local OnlineSearch & Classified
LOCALLOCAL
SUPER LOCAL
HYPER-LOCALHYPER-LOCAL
TextMessagingCampaign
s
TextMessagingCampaign
s
Local television websites’ Local television websites’ share of revenue continues to share of revenue continues to
grow grow at the expense of at the expense of
local newspapers’ websites.local newspapers’ websites.
Local television websites’ Local television websites’ share of revenue continues to share of revenue continues to
grow grow at the expense of at the expense of
local newspapers’ websites.local newspapers’ websites.
11
Local Online Advertising Share TrendsLocal Online Advertising Share TrendsLocal Online Advertising Share TrendsLocal Online Advertising Share Trends
Local TV web revenues are projected to grow to $1.684 billion in 2012.
Television stations continue to see their share of the local online dollars grow – up to 8.7% in 2009.
Newspapers’ share of local online advertising has slipped from a high of 44% in 2004 to an all-time low of 23.6% in 2009.
Pureplay has the largest share of the local online advertising at 51.9% in 2009.
Magazines’ and Radio’s shares average only about 2% for online advertising.
12Source: Borrell Associates, Benchmarking TV Website Revenues 2010
Local Online Advertising ShareholdersLocal Online Advertising ShareholdersLocal Online Advertising ShareholdersLocal Online Advertising Shareholders
13Source: Borrell Associates, Benchmarking TV Website Revenues 2010
Borrell Data for 2009Borrell Data for 2009
Top Local Online Ad Spending Top Local Online Ad Spending CategoriesCategories
Top Local Online Ad Spending Top Local Online Ad Spending CategoriesCategories
14Source: Borrell Associates, Benchmarking TV Website Revenues 2010
Annual Online Local Ad Spending Estimate 2009
Category $ Millions
General Merchandise Stores $3,270.347
Auto Marketing $2,459.228
Real Estate Services $1,519.842
Government $402,645
Food Stores $390,355
Retail Home Improvement $355,148
Furniture Stores $333,056
Computer-related Services $292,637
Pharmacies $266,283
Credit & Mortgage Services $262,661
Revenue Formats for TV WebsitesRevenue Formats for TV WebsitesRevenue Formats for TV WebsitesRevenue Formats for TV Websites
15Source: Borrell Associates, Benchmarking TV Website Revenues 2010
Borrell Data for 2009Borrell Data for 2009
*E-mail advertising, paid search, listings fees, sponsorships, etc.
Why Local Television Websites?Why Local Television Websites?Why Local Television Websites?Why Local Television Websites?
Because the combination of Local Television and Local TV Websites is efficient, smart
marketing.
Advertising spending in online is growing every quarter and has surpassed radio ad spending.
Local TV websites’ revenue is growing and local newspaper sites’ revenue is declining.
Spot television’s unique combination of on-air, online, on-the-go and out-of-home is highly effective.
16