Tvb Roadshow -Seattle Final PDF

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MediaSolutions

to Grow YourBusiness



MediaSolutions

to Grow YourBusiness



Brad Seitter VP, Marketing



Advertising in Today’s World

Media is evolving.

Media consumption habits are changing.

Advertisers must engage consumers wherethey spend the most time, and are mostinfluenced.

All media can be effective. But they work indifferent 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 thePurchase Decision Process

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

Make The Purchase

Visit Store/Website

Want to Purchase

Making APurchase

Consideration

InterestInfluencingThe

Decision

ReachingConsumersEarly

Awareness



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 services9. Auto dealership or car/truck/SUV

10. Furniture/bedding

11. Travel/travel services



What Influences Consumers Most


6661

52 5247

43

1111

12 11

10 11

3

3

5

56

5

65

3

3

34

44 4

5

55

710

8

8

Interest Consideration Want ToPurchase

Visit Store/Website

MakePurchase

Awareness

Television Newspaper Radio Outdoor Email Magazines

Internet Display Internet Search Blog Mobile Other



71

32

12

12

Toyota Corp.

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

Toyota Corp % Media Mix





83

12

22

Toyota Local Dealers

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

Toyota Local Dealers % Media Mix





91

261

Jack in the Box

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

Jack in the Box % Media Mix





99.9

Sleep Country

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

Sleep Country % Media Mix





What Are Your Choices?

Broadcast Television



Cable



Cable

Most Effective Use

Retail zone targeting

Frequency

Niche programming

Limitations

Low reach

Fragmentation

Limited market penetration

Local commercials are notseen in Satellite homes



How Does the SeattleMarket Receive its Programming?

21.2%

69.2%

3.8%

Broadcast Reaches 100% of TV Homes

Cable reaches 73% of TV Homes, but reach diminishes

depending on the cable interconnect

Local cablecommercials are

not seen insatellite homes

Satellite

Comcast

OTA

Source: The Nielsen Company, Nov. 2010; TV Datatrak 2011

OtherOther:• Fios• Click • Ranier• Hood• Broadstripe



Last Season Cable Had Only TwoPrograms in the Top 100Rank 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

Price and item

Couponing

Product detail drilldown

Retail zone targeting

Limitations

Declining circulation

Seattle TimesDMA penetrationDaily 16.7%*

Post-Intelligence nowonly online

No frequency

Being replaced by Internet

Doesn’t drive brand awarenessor interest

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



Newspaper CirculationContinues to Decline

Source: SRDS/Audit Bureau of Circulation, Seattle DMA

28.8%

25.6%

21.7%

16.7%

1996 2001 2006 2011

Seattle Times Daily Circulation % of DMA



5648

43 43 41 39

23

2830 30

25 29

43

4 3

33

43 4 3

53

3

57 10

73 6

Newspaper is More Effectivewith Grocery Ads



Visit Store/Website

MakePurchase

Awareness



Grocery / Supermarket Ads



Radio



Radio

Most Effective Use

Reminder medium

Hyper-niche targeting

Reaching consumerson-the-go

On-site promotions

Limitations

No Visual Engagement

Fragmented

Difficult to build reach

Losing share to MP3 (iPods),cell phones, DVDs, internetradio and satellite radio

Hard to buy

Not a primary influencer



Radio is Not a Primary Influencer


6661

52 5247

43

1111

12 11

1011

3

3

5

56

5

65

3

3

34

44 4

5

55

710

8

8


Visit Store/Website

MakePurchase

Awareness





Yellow Pages



Yellow Pages

Most Effective Use

Used as a directory

Can reach people withouttelevision or Internet

Limitations

No frequency of message

Inflexible creative

Replaced by digital options

Not a branding medium Opt out

Buyer Beware: automaticrenewal



Billboards



Billboards

Most Effective Use

Locator

Extension of an advertiser’sstorefront

Limitations

Limited demographictargeting

Exposure is short

Digital Billboards’ exposure

even shorter

Not effective if you don’t havea physical store location

Difficult to measure




Social Media



Social Media

Most Effective Use

Connecting with customers ata personal level

Reaching younger demos

To be in front of shoppers who

are already online

Global reach

Limitations

Not a branding medium


Can’t measure ROI

Widespread buzz but

participation is limited toheavy users:

12% of Facebook users make up 66%of total visits*

73% of Twitter usershave tweeted lessthan 10 times*

Source: *Barracuda Labs



What Influences Consumers Most


6661

52 5247

43

1111

12 11

10

11

3

3

5

56

5

65

3

3

34

44 4

5

55

710

8

8


Visit Store/Website

MakePurchase

Awareness





Broadcast TV







Television: The Most Effective Advertising Medium

Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.











Time Spent with TV is Growing

16.7

26.7

98.0

98.5

236.6

15.6

19.2

26.4

91.2

156.6

319.2

Magazines

Mobile

Newspapers

Radio

Internet

Television

2010

2008

Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. (Mobile not studied in 2008)

Time Spent Yesterday (in minutes)Persons 18+

Up 35%

Up 59%



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

S i Off C



TV Stations Offer Contentthat Consumers Use Most



People Trust Their Local News Most …

Source: Hearst / Magid Study 2010

% Adults who say this medium has

personalities / writers whom they trust

4.3

29.0

34.0

43.0

48.0

Websites

Print Newspaper

Print Magazines

Radio

Local TV News

TV St ti W b it th



TV Station Websites are theTop Choice for News & Events

Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Note: Multiple responses allowed.

Which website do you go to mostfor 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

TV St ti W b it



TV Station WebsitesConnect to Your Community

TV St ti W b it




HOME NEWS WEATHER TRAFFIC ENTERTAINMENT LIFESTYLE SPORTS VIDEO MONEY MARKETPLACE ABOUT

TV St ti W b it






Mobile Media



TV and Internet Work Together

Source: Nielsen IAG; Online Video Study

Brand Recall

One online

exposure 20+ online

exposures

TV Only

TV + Internet

+ 50%+ 18%



TV and Internet Work Together

(Percent)

Went online to learn more 11.6Purchased 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%


22% percent of consumers who took action after seeing atelevision commercial, went to the internet:





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 Deli e



TV Stations Deliver

Cable Newspaper Radio YellowPages

Billboards Social MediaBroadcast

TV

BuildBrand

NicheTargeting

HighReach

CostEffective

Price/Coupon

HighInfluence

Consumers

On-the-go

CommunityConnection

RetailZoning

BroadcastTV

& StationWebsites

Take Aways



Take-Aways

Media is effective, but in different ways

Television is the top influencer throughout thePurchase Funnel process

When evaluating the cost of reaching youraudience, TV is the most efficient medium

TV stations offer multi-media content thatconnects with consumers most

Partnering with local broadcast television willhelp you grow your business



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Tvb Roadshow -Seattle Final PDF

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