Transcript Why Spot Now

Why Local TV Station Websites?
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Why Local Television Websites?
Because Local TV Websites reach local consumers
and deliver effective ads.
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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.
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Local Sites’ Reach Is Competitive with
National Sites
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
89,224,918
46.8
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
Fox Interactive Media
Local Properties
Source: comScore MediaMetrix December 2008
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Local Media Sites Are the Most Trusted
Environments for Advertising
Most valuable environment on the Web for consumers trust in advertising
Source: Centro, LLC, OPA Study by Jupiter Research, August 2008
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The Majority of Americans Get Their News
from a Local Television Station
Pew Internet News Study:
Study of where Americans get their news on a typical day
revealed that:
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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.
Source: Pew Internet & American Life Project’s Understanding the Participatory News Consumer, Jan. 2010
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News and the Local Market
Connection
Local Television News Study:
Study revealed that local broadcast television news
viewers were most likely to:
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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.
Source: Hearst Television/Magid Study
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Amtrak’s Local Television Promotion for
National Train Day
Amtrak capitalizes on National Train Day:
Goal –
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Attract consumers to four separate National Train Day events.
Media –
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Local Television and local online in Chicago, D.C., LA and NY
during 2 weeks preceding 2008 National Train Day.
Results –
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Local TV drove thousands to Amtrak website and/or local events.
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Generated in-market awareness, buzz and excitement.
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Campaign renewed and expanded in 2009.
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TV Stations Begin Hyper-Local Advertising
with Interactive and Mobile DTV Initiatives
Backchannel Media:
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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:
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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.
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News Over Wireless Develops Custom
Mobile Content for Broadcasters
News Over Wireless (NOW):
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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.
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Local television stations and websites
connect with local customers.
Use Local Broadcast Television’s many digital assets
to target, reach and influence consumers.
HD
TV Station
Promotions
Interactive
TV
Local
Programs
Mobile DTV
LOCAL
Local Online
Search & Classified
SUPER LOCAL
HYPER-LOCAL
Consumer
Digital
Subchannels
Text
Messaging
Campaigns
Station Websites
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Local television websites’ share of
revenue continues to grow
at the expense of
local newspapers’ websites.
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Local Online Advertising Share Trends
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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.
Source: Borrell Associates, Benchmarking TV Website Revenues 2010
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Local Online Advertising Shareholders
Borrell Data for 2009
Source: Borrell Associates, Benchmarking TV Website Revenues 2010
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Top Local Online Ad Spending Categories
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
Source: Borrell Associates, Benchmarking TV Website Revenues 2010
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Revenue Formats for TV Websites
Borrell Data for 2009
*E-mail advertising, paid search, listings fees, sponsorships, etc.
Source: Borrell Associates, Benchmarking TV Website Revenues 2010
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Why Local Television Websites?
Because the combination of Local Television and
Local TV Websites is efficient, smart marketing.
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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.
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Thank You
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