MEDIA KIT - KY3extras.ky3.com/KY3/MediaKit/KY3MediaKit.pdf · media kit springfield’s nbc ......

SOUTHWEST MISSOURI’S #1 TV STATION

MEDIA KIT

Springfield’s NBC Affiliate For 58 Years

KY3, Inc. • 999 W Sunshine • Springfield, MO 65807 • 417-268-3000 • Fax 417-268-3100

Advertising creates brand awareness. People who’ve seen ads about your product or service will recognize and remember your business when it comes time to make buying decisions. Advertising speeds up the buying cycle. Potential customers are more receptive to advertised products, increasing the likelihood that they will open mailings, read brochures, and listen to sales people. Advertising increases conversions. Once prospective new customers are aware of the benefits of your product or service, the chances they will switch to your offering increase significantly. Advertising boosts sales volumes. Every ad you run in the right place is like having a sales force of tens of thousands of people strong knocking on the doors of potential buyers. Advertising enhances prestige. Businesses that advertise are seen as more credible because of advertising’s power to build image, awareness, and preferences.

Advertising is an investment in your business!

Why Advertise?


#1 NBC Affiliate in Top 100 Markets in the U.S. 31 counties covered in Southwest Missouri & Northern Arkansas Five nationally ranked news programs per day, Monday-Friday

Most combined anchor experience Only station to deliver local weekend morning news

AWARD WINNING TELEVISION

Emmy Awards Best Newscast 2006

Missouri Broadcasters

Best Website 2010, 2009 Best Weathercast 2011, 2008, 2007, 2005

Feature Reporting 2008, 2007 Complete Newscast 2011, 2009, 2008, 2007, 2006

Spot News 2009, 2008, 2007, 2005 Investigative Reporting 2011, 2010, 2008, 2006, 2005 Children’s Programming 2011, 2010, 2009, 2008, 2006

News Series 2011, 2010, 2008 Public Affairs 2010, 2008

Public Service Announcement 2011, 2010 Documentary/Public Affairs 2011

Promotion 2011

Edward R. Murrow Awards Video Reporting: Hard News 2010

Overall Excellence: KY3 News 2007 Featured Reporting 2006

Why KY3?

Steve Grant Lisa Rose Ethan Forhetz

Paula Morehouse Ashley Reynolds Sara Forhetz

Ned Reynolds Joe Hickman

Ron Hearst Brandon Beck Sarah Jones Abby Dyer

KY3 News Team

Chad Plein Maria Neider Paul Adler

Mike Landis Linda Russell Jay Scherder Dustin Hodges

Coverage Map

Commercials on broadcast television are seen in every TV household—those with antenna, cable, and/or satellite.

Market Rank # 74

DMA Total Persons: 998,000 Total Households 429,400 DMA TV Households: 424,270 Metro TV Households: 176,430 DMA Cable Penetration: 31.7% Metro Cable Penetration: 40% DMA ADS Penetration: 50.3% Metro ADS Penetration: 40% DMA Antenna Homes 18%

Cable Penetration

Source: Nielsen Station Index May11, TVB May 2011

Metro ▬ Market ▬


■ Cable Insertion Area with % of cable penetration/county

Media Reach Commercials on broadcast television are seen in every TV household—those with antenna/converter box, cable, and/or satellite. If you wanted to reach the entire DMA using cable you would have to purchase insertable channels from all 18 cable providers.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Wired Cable SatelliteOnMedia Broadcast

May08 Jul08 Nov08 Mar09 May09 Jul09 Nov09 Feb10 May10 July10 Nov10 Feb11 May11

Wired Cable 31.0% 29.8% 28.9% 29.5% 30.6% 33.8% 32.5% 30.5% 29.6% 29.3% 30.0% 30.8% 31.7%

Satellite 49.1% 50.7% 51.0% 49.9% 50.1% 46.9% 49.5% 52.2% 53.5% 53.3% 52.4% 51.7% 50.3%

OnMedia 16.5% 15.8% 16.3% 16.4% 17.1% 18.9% 18.1% 17.3% 16.6% 16.5% 16.5% 16.6% 17.1%

Broadcast 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%

Source: TVB Research, Nielsen Station Index May11


Reach: The term “reach” is used in broadcast advertising to indicate the number of different households or persons exposed to a commercial campaign. Frequency: “Frequency” refers to the average number of times each home or viewer is reached or exposed to an advertiser’s commercial within a given period of time. Ratings: Television households in the Metro/DMA area tuned to a specific station as a percent of the Metro/DMA area TV households.

Source: Nielsen Media Research May11

Springfield Area Broadcast Television

Demographic Persons (in thousands) % of total

Total persons 998,000 100% Adults 18+ 786,000 79% Adults 18-49 428,000 43% Adults 25-54 404,000 40% Adults 35+ 552,000 55% Adults 50+ 358,000 36% Women 18-49 215,000 22% Women 25-54 205,000 21% Men 18-49 213,000 21% Working Women 158,000 16% Teenagers (12-17) 79,000 8% Children (2-11) 133,000 13%

Advertising: Broadcast Television


KEYS AND WHEELS is a program that provides tips to our viewers delivered as a :30 second on-air vignettes. In addition to a commercial schedule, these :30 second tips are informational, which allows you to educate/inform viewers and promote your business at the same time.

FOCUS ON HOME is a program that provides tips to our viewers delivered as a :30 second on-air vignette. In addition to a commercial schedule, these :30 second tips are informational, which allows you to educate/inform viewers and promote your business at the same time.

HEALTH WISE is a program that provides health tips to KY3 viewers delivered as :30 second on-air vignettes. In addition to a commercial schedule, these :30 second tips are informational and allow you to promote your business. The tips encompass the broad field of health from surgical procedures to healthy eating choices.

OUR CHILDREN, OUR FUTURE is a program that provides educational tips to viewers delivered as :30 second on-air vignettes. In addition to a commercial schedule, these :30 second tips are informational/educational and allow you to promote your business.


KY3 Programming

KY3 1Q 2012 Programming Monday Tuesday Wednesday Thursday Friday Saturday Sunday

5:00AM

KY3 OZARKS TODAY

U.S. FARM REPORT

PAID PROGRAM

5:30AM PAID PROGRAM

6:00AM SATURDAY TODAY

P ALLEN SMITH

6:30AM LET BIBLE SPK

7:00AM

TODAY SHOW

OZARKS TODAY WEEKEND

OZARKS TODAY WEEKEND 7:30AM

8:00AM SATURDAY TODAY SUNDAY TODAY

8:30AM

9:00AM TODAY SHOW II

QUBO

MEET THE PRESS 9:30AM

10:00AM TODAY SHOW III

PAID PROGRAM

10:30AM PAID PROGRAM

11:00AM ANDERSON COOPER

SPORTS/ SPECIALS

11:30AM

12:00PM KY3 NEWS AT NOON

SPORTS/ SPECIALS

12:30PM ANDY

1:00PM DAYS OF OUR LIVES

1:30PM

2:00PM THE DOCTORS

2:30PM

3:00PM DR. PHIL

3:30PM

4:00PM ELLEN

4:30PM

5:00PM KY3 NEWS AT FIVE MCCARVER KY3 NEWS FIVE

5:30PM NBC NIGHTLY NEWS NBC NIGHTLY NBC NIGHTLY

6:00PM KY3 NEWS AT SIX KY3 NEWS SIX

DATELINE 6:30PM WHEEL WHEEL WHEEL WHEEL WHEEL WHEEL

7:00PM WHO’S STILL STANDING THE BIGGEST

LOSER

UP ALL NIGHT 30 ROCK WHO DO YOU THINK YOU

ARE?

SMASH ENCORE 7:30PM RU THERE? PARKS & REC

8:00PM FEAR FACTOR LAW & ORDER:

SVU THE OFFICE

GRIMM THE FIRM ENCORE CELEBRITY

APPRENTICE 8:30PM UP ALL NIGHT

9:00PM ROCK CENTER – BRIAN

WILLAIMS PARENTHOOD LAW & ORDER:

SVU THE FIRM DATELINE LAW & ORDER: SVU ENCORE 9:30PM

10:00PM KY3 NEWS AT TEN KY3 NEWS TEN KY3 NEWS TEN

10:30PM TONIGHT SHOW WITH JAY LENO SATURDAY

NIGHT LIVE

MASH

11:00PM CRIMINAL MINDS 11:30PM

LATE NIGHT WITH JIMMY FALLON 12:00AM

MOVIE

NUMB3ERS 12:30AM LAST CALL WITH CARSON DALY

1:00AM PAID PAID

1:30AM KY3 NEWS AT TEN REBROADCAST KY3 NEWS REPT

2:00AM TODAY – ALL NIGHT

FEARLESS MUSIC DATELINE AN

2:30AM BEAUT. HOMES

3:00AM TONIGHT SHOW WITH JIMMY FALLON ALL NIGHT POKER AFTER

DARK MEET THE PRESS AN 3:30AM

4:00AM EARLY TODAY WINE COUNTRY BELLATOR EARLY TODAY

4:30AM AG DAY MISSING AMERICAN ATH AG DAY

Not Just Another Weather Channel … A Local Weather Channel Powered by KY3

New Dynamic Marketing Opportunity

#1 Source for Weather in Southwest Missouri Recognized, trusted local meteorologists, reporters & technology Viewers tune in more often for their weather Backed by a heavy monthly promotional schedule on KY3 Reach approximately 140,000 DMA homes on both Antenna and Digital cable High Frequency – Commercials every other hour, 24 hours a day Logo placement on the “L-Bar” Digital Cable Channel + Digital Broadcast Channel + KY3 Online Streaming + Mobile Phone

All this for an average commercial cost of $3.57


Your #1 Single Source for Local Weather

Local TV stations

Radio stations

Weather Channel* KY3 24/7 Any web

sites Sites from cell phone

Any other

source

Any 88% 53% 52% 53% 37% 7% 13%

1 day 2% 2% 3% 3% 4% 3% 1%

2 days 3% 8% 6% 5% 3% 1% 2%

3 days 2% 7% 7% 4% 4% -- 2%

4 days 2% 4% 4% 4% 2% 1% --

5 days 5% 5% 2% 4% 3% -- --

6 days 2% 2% -- 2% 1% -- --

7/everyday 72% 25% 30% 31% 20% 2% 8%

Note: *Weather Channel asked of cable TV subscribers only, response rebased to all respondents.

Example of how to read this table:

53% of all respondents used KY3 24/7 in the past 7 days; 3% used it just 1 day; 5% used it 2 days, etc.

How many of the past 7 days did you use… as a source of weather info.


Total DMA Population 998,000 Total Metro Area Population 436,712 Total Springfield Population 159,498 Growth Rate 1.9% Springfield Metro Area Per Capita Income $31,496 Springfield Metro Mean Household Income $57,476 Missouri Minimum Wage $7.25 White Ethnicity Rate 94.4% Black Ethnicity Rate 1.6% Hispanic Ethnicity Rate 2.0% Average Age 34.9 years Average Household Size 2.4 persons

Top 5 Universities & Colleges Missouri State University 20,949 Ozarks Technical Community College 13,907 Drury University 5,625 Evangel University 2,072 Southwest Baptist University-Bolivar 1,588

Source: Bureau of Labor Statistics, Bureau of Economic Analysis, USDC Bureau of The Census 2010, Nielsen May11

Springfield Market Information


Current Springfield Metro Area Workforce

222,564

Annual Workforce Growth Rate 2.2%

Unemployment Rate 7.7%

Average Weekly In-Market Share


In-Market Share: The audience of a particular television program or station time period expressed as a percent of the population viewing broadcast TV at a particular time

Source: ©Nielsen Media Research May11

Adults 25-54

In-Market Share in Whole Percents

Day Time KY3 KOLR10 KSFX

Mon-Fri 5-6am 67% 12% 0%

Mon-Fri 6-7am 73% 14% 0%

Mon-Fri 7-9am 66% 6% 4%

Mon-Fri 9-10am 64% 11% 1%

Mon-Fri 10-11am 40% 29% 1%

Mon-Fri 11am-12pm 55% 27% 4%

Mon-Fri 12-12:30pm 65% 16% 5%

Mon-Fri 12:30-1pm 65% 12% 6%

Mon-Fri 1-2pm 46% 25% 8%

Mon-Fri 2-3pm 56% 14% 11%

Mon-Fri 3-4p 49% 17% 4%

Mon-Fri 4-5pm 44% 19% 13%

Mon-Fri 5-5:30pm 54% 20% 6%

Mon-Fri 6-6:30pm 60% 14% 16%

Mon-Fri 6:30-7pm 46% 16% 26%

Mon-Fri 10-10:35pm 54% 19% 12%

Mon-Fri 10:35-11:35pm 36% 15% 18%





Women 25-54



Mon-Fri 5-6am 61% 13% 0%

Mon-Fri 6-7am 71% 14% 0%

Mon-Fri 7-9am 66% 5% 4%

Mon-Fri 9-10am 62% 9% 1%

Mon-Fri 10-11am 45% 26% 0%

Mon-Fri 11am-12pm 58% 23% 2%

Mon-Fri 12-12:30pm 62% 18% 3%

Mon-Fri 12:30-1pm 64% 11% 4%

Mon-Fri 1-2pm 51% 19% 7%

Mon-Fri 2-3pm 56% 14% 10%

Mon-Fri 3-4p 54% 15% 4%

Mon-Fri 4-5pm 50% 19% 12%

Mon-Fri 5-5:30pm 57% 21% 7%

Mon-Fri 6-6:30pm 64% 14% 14%

Mon-Fri 6:30-7pm 46% 16% 24%

Mon-Fri 10-10:35pm 54% 19% 11%

Mon-Fri 10:35-11:35pm 34% 12% 17%





Adults 18-49



Mon-Fri 5-6am 60% 13% 0%

Mon-Fri 6-7am 72% 14% 0%

Mon-Fri 7-9am 65% 6% 4%

Mon-Fri 9-10am 66% 6% 1%

Mon-Fri 10-11am 53% 21% 1%

Mon-Fri 11am-12pm 58% 27% 4%

Mon-Fri 12-12:30pm 67% 18% 4%

Mon-Fri 12:30-1pm 69% 12% 5%

Mon-Fri 1-2pm 62% 9% 11%

Mon-Fri 2-3pm 51% 14% 14%

Mon-Fri 3-4p 61% 15% 5%

Mon-Fri 4-5pm 41% 22% 17%

Mon-Fri 5-5:30pm 52% 16% 8%

Mon-Fri 6-6:30pm 62% 9% 17%

Mon-Fri 6:30-7pm 47% 12% 26%

Mon-Fri 10-10:35pm 54% 15% 12%

Mon-Fri 10:35-11:35pm 32% 11% 22%

Display ads on the most visited website in the Ozarks, KY3.com KY3.com averages 450,000 unique visitors and 4,000,000 page views per month KY3.com was voted “Best News Site in Missouri” by the Missouri Broadcasters Association for

2009 and 2010. Online video ads to affordably expand the reach and frequency of your 30 second spot Targeting options to help reach your desired demographics, including targeting by specific

site section, geo-targeting, day and day part targeting. Rich Media and expanding ads to help create a “buzz” for your brand Full website creation and hosting, with search engine optimization Mobile marketing options, including promotional texting campaigns Promotional contesting options to help grow your e-mail and mobile data bases E-mail marketing services Social Media solutions Online reputation management services Paid search campaign management services (pay-per-click ads on Google and Yahoo!) Daily Deal program to help you generate immediate cash and attract new customers Full reporting and analytics to help measure campaign effectiveness

Grow your business and your online presence with KY3’s

Digital Marketing Services

Contact: Kent Oglesby

New Media Manager 417.268.3037

[email protected]

We offer a complete array of online marketing solutions, including:

Brian McDonough General Manager 417.268.3010 Mary Chalender General Sales Manager 417.268.3036

Natalie Murphy National Sales Manager 417.268.3052 Kim Hurshman Local Sales Manager 417.268.3056 Amber Oppeau Regional Marketing Specialist 417.268.3046 Beth Wanamaker Regional Marketing Specialist 417.268.3050 Lisa Bench Account Executive 417.268.3033 Stan Bess Account Executive 417.268.3054 Megan Ellis Account Executive 417.268.3134 Heather Ireland Account Executive 417.268.3040 Craig Carnesi Account Executive 417.268.3030 Karl Olson Account Executive 417.268.3043 Kyle Snodgrass Account Executive 417.268.3058 Jo Hall Sales Assistant 417.268.3034 Becca Kimmons Sales Assistant 417.268.3097

Joyce Dunn Traffic Supervisor 417.268.3076 Ben Clemmons Production 417.268.3144 Scott Scantlin Production 417.268.3167 KY3 Switchboard 417.268.3000

Fax 417.268.3100

Contact Us Today

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