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Why Local TV Station Websites? PowerPoint PPT Presentation


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Why Local TV Station 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.

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Why Local TV Station Websites?

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Why local tv station websites l.jpg

Why Local TV Station Websites?


Why local television websites l.jpg

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.


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Local Sites’ Reach Is Competitive with National Sites

Local Properties: 6th Largest

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

  • 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.

Pew Internet News Study:

Study of where Americans get their news on a typical day revealed that:

Source: Pew Internet & American Life Project’s Understanding the Participatory News Consumer, Jan. 2010


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News and the Local Market Connection

  • 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.

Local Television News Study:

Study revealed that local broadcast television news

viewers were most likely to:

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 –

  • 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.


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TV Stations Begin Hyper-Local Advertising with Interactive and Mobile DTV Initiatives

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.

8


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News Over Wireless Develops Custom Mobile 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.


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Use Local Broadcast Television’s many digital assets to target, reach and influence consumers.

Local OnlineSearch & Classified

HD TV Station

LOCAL

SUPER LOCAL

Promotions

HYPER-LOCAL

Digital Subchannels

Interactive TV

Consumer

TextMessagingCampaigns

Local Programs

Mobile DTV

Station Websites

Local television stations and websites connect with local customers.


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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

  • 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

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.

  • 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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