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Texas Society of Certified Public Accountants Presented to: Linda Messing

Texas Society of Certified Public Accountants Presented to: Linda Messing Presented by: Jessica Dvorscak. TV reaches more adults than any other medium. % of adults reached yesterday. Source: TVB, Nielsen Media Research Custom Study, 2003. Austin market facts.

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Texas Society of Certified Public Accountants Presented to: Linda Messing

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  1. Texas Society of Certified Public Accountants Presented to: Linda Messing Presented by: Jessica Dvorscak

  2. TV reaches more adults than any other medium % of adults reached yesterday Source: TVB, Nielsen Media Research Custom Study, 2003

  3. Austin market facts • The Austin DMA (designated market area) has: • 589,000 households • 1.5 million residents over 2 years old . • 1.1 million adults over 18. • Austin is the #53 DMA in the country. • The median age of Austin residents is 31.4 years old.* Source: Nielsen Station Index, DMA Market and Demographic Rank report, September 2005; *U.S. Census, 2004 American Community Survey : Austin, TX.

  4. Austin Market Profile Target Profile HOUSEHOLD INCOME Less Than $20K 15.5% $20-$30K 12.2% $30-$40K 11.5% $40-$50K 11.5% $50-$75K 19.7% $75-$100K 13.8% $100K+ 15.8% OCCUPATION White Collar/Mgr/Prof 43.0% Working Women 30.7% White Collar 30.2% Retired 14.3% Managerial 11.8% Blue Collar/Operative Worker 10.5% Clerical 10.2% In the past 7 days, which of the following programs did you watch at least once? ProgramsA25-64 HHI $50K+ KXAN 6p News 29.3% KVUE 6p News 29.7% KEYE 6p News 19.4% Source: 2006 Marshall Marketing Survey for Austin; includes Hays, Travis & Williamson counties.

  5. TSCPA Target Audience: • A25-64 • Household income of $50,000+ • Professionals • TSCPA Campaign Goals: • Encourage people to use a CPA • Promote CPA search engine on www.valueyourmoney.org • Suggested KXAN Campaign: • Use :05 News sponsorship billboards in 6pm News to promote TSCPA and website (Audio mention: “This segment brought to you by the Texas Society of Certified Public Accountants.” with logo inclusion) • Use :15 commercials to educate public about CPA’s (produce commercial as “Tax Tip” with pertinent facts or statistics) • :05 Billboards and :15 spots to run in same break, creating frequency and TSCPA name recognition • ROS banner ad campaign with 50,000 impressions on www.KXAN.com with link to www.valueyourmoney.org • 1000 :15 Pre-rolls on www.KXAN.com(:15 commercial airs before selected video, non-skipable)

  6. Total Campaign Impressions: 701,400 Total A25-64 Reach: 256,978 Total Frequency: 2.7 Total Investment: $4000

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