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The Why Behind the Buy

TELEVISION vs NEWSPAPER. The Why Behind the Buy.

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The Why Behind the Buy

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  1. TELEVISION vs NEWSPAPER The Why Behind the Buy

  2. In 1999, KOTV learned that the Tulsa World had garnered $113 million in retail sales in the Tulsa DMA for 1998. We decided our goal for 2000 was to take at least 1% of that business and bring it to television. This presentation was created to educate customers about newspaper.

  3. Presentation Outline I. II. III. IV. V. VI. VII. VIII. Pros of Television TV is Bigger, Brighter, Better! TV is a “Way of Life” Look at Tulsa Market The Future of Newspapers? Why KOTV? Customer Testimonials TV is Your Ticket to Success!

  4. The Pros of Television

  5. The Pros of Television • 1. Television Is An Exciting Medium! When was the last time a newspaper ad made you laugh? And when was the last time you watched the Super Bowl for the game and not the new TV commercials?

  6. The Pros of Television 2. Television Has A Huge Reach! In the Tulsa DMA, there are only 3 places to get local television news and 98.3% of all Tulsa households have at least one TV.

  7. The Pros of Television 3. Television Can Target Specific Audiences. Whatever the demo, TV can reach it. People are loyal to programs and stations. Qualitative research helps television define those viewers.

  8. The Pros of Television 4.Television Is An Intrusive Medium! People tend to sit and do nothing but watch TV. When was the last time you sat and listened to the radio? Ads on television can get attention in a variety of ways and they don’t have to rely on size or adding color. Your ad is always a “full page” on Television. You are the only thing on for that 30 seconds.

  9. The Pros of Television • 5. Television Is Very Cost Efficient! TV morning shows reach more people than radio’s, yet their advertising cost is less. It is much less expensive to build frequency in TV than newspaper.

  10. The Pros of Television • 6. Television Has The Power Of Sight And Sound! TV has TWO chances to get the consumer’s attention as opposed to newspaper’s one. While the consumer may not be looking at your ad on TV, they can still hear it.

  11. The Pros of Television • 7. Television Has Less Clutter Than Newspaper! In the typical 1/2 hour program, there are less than 20 commercials. How many hundred’s of ads is your business competing with in the newspaper on any given day?

  12. The Pros of Television • 8. Television Is Creative! With TV, your opportunities are limitless. Unlike newspaper, television does not limit by page size or color.

  13. The Pros of Television • 9. Television Has Built In Credibility! People tend to have the mentality that, “If you see it on TV, then it must be true” and, “If a business can afford to be on Television, they must be successful”.

  14. TV is BIGGER, Brighter, Better!

  15. "TV Remains Dominant News and Product Source" ---Roper Starch Survey, March 1997 80 69 Television remains American's #1 source of news and product information. In the nearly four decades of this ongoing Roper 60 study, television's lead as a news source is the second largest ever! 37 40 % of Adults 14 20 7 5 0 Television Newspapers Radio Other People Magazines

  16. "TV is the Most Likely Medium for Learning About New Products or Brands" ---Roper Starch Survey, March 1997 1997 Roper Study 80 1994 Roper Study 62 55 More Americans cite 60 television as the most likely way they learn about products or brands than any other source! 40 % of Adults 20 15 20 12 12 5 4 0 Television Newspapers Magazines Radio

  17. "TV is the Most Credible & Persuasive News Source in America" ---Roper Starch Survey, March 1997 Most Credible News Source 80 70 Most Persuasive News Source Over half the public considers television to be the most 53 60 credible news source, more than doubling newspapers' credibility! In addition, nearly three-quarters of all Americans consider television to be the % of Adults 40 most persuasive medium! 23 14 20 7 7 4 4 0 Television Newspapers Radio Magazines

  18. TV Is A "Way of Life"

  19. TV Is A "Way of Life" Television is an ideal advertising medium because it is used by practically every segment of the population and is authoritative, exciting and influential.

  20. TV Is A "Way of Life" Television encompasses all of the senses using sight, sound and motion. It offers advertisers unlimited creative flexibility and high audience involvement.

  21. TV Is A "Way of Life" Television is more than a medium of entertainment, information and advertising, it is a major part of today’s social and cultural structure.

  22. TV Is A "Way of Life" Television is our major source of news and it’s the leisure activity with which we spend the most time.

  23. The Average Household Watches 7 hours and 15 Minutes Of Television A Day! Source: Nielsen Media Research

  24. Let's Look at The Tulsa Market

  25. With The Tulsa World Circulation Trending Down and Advertising Cost Skyrocketing . . . Is The Tulsa World still giving you Bang for YOUR Buck? (% Change) 100 The circulation of The Tulsa World has decreased 15% from 1994 to 1999 while the cost of advertising has increased 49% in the same time period. Can you afford to reach 15% fewer people while paying 49% more to do it? 80 60 40 Circulation Advertising Cost 20 0 -20 1994 1995 1996 1997 1998 1999 Source: Newspaper Performance Report Prepared by RAB 1999

  26. The Future Of Newspapers?

  27. The Future of Newspapers? Decreasing Circulation In most cities and towns throughout the country, the circulation of the local newspaper has been dropping every year. Data from Market Statistics, Inc. show that of the 211 TV markets in the US, 72% showed declines in a newspaper’s household coverage in the past five years, while only 18% showed gains.

  28. The Future of Newspapers? Declining Reach and Readership There has been significant erosion in the number of people reached by newspapers and the time people spend reading newspapers. This erosion includes every demographic group.

  29. The Future of Newspapers? Escalating Costs According to Editor & Publisher’s International Yearbook, a newspaper’s cost per 1,000 circulation (CPM) has more than doubled over the past decade. This makes newspapers one of the most expensive advertising mediums today.

  30. The Future of Newspapers? Clutter While the newspaper industry often accuses the electronic media of commercial clutter, the facts speak otherwise. According to LNA, 64% of a newspaper’s content is advertising, 36% is “other” than advertising. In this environment, it is very difficult for any one advertiser to dominate.

  31. The Future of Newspapers? An Inability to Reach New Prospects Reaching new customers is vitally important to any retailer. Yet newspapers tend to be read by the same people issue after issue. This means a retailer’s advertising is being read only by current customers, and it makes it difficult, if not impossible, for that retailer to expand the customer base.

  32. The Future of Newspapers? Lack of Coverage The circulation of a metropolitan newspaper falls mainly in its inner city and its immediate trading zone. In order to attract concentrated suburban markets with newspapers, an advertiser has to buy several local weekly newspapers – a very expensive media buy.

  33. The Future of Newspapers? Non-Intrusive Newspapers don’t afford the sound, motion, and emotion of the electronic media. As a result, newspaper advertising doesn’t have the intrusive selling power of advertising in electronic media.

  34. The Future of Newspapers? A Decline in Frequency of Advertisers The number of times an advertising message is seen or heard directly affects the potency of that message. With fewer newspapers in a community there are fewer opportunities for an advertiser’s message to be seen with frequency.

  35. The Future of Newspapers? Frequency At What Expense? While it is possible to build frequency by using every daily and weekly newspaper in the market, the expense can be prohibitive.

  36. The Future of Newspapers? Lack of Emotional Involvement The most compelling advertising is one that grabs the emotions of its audience. Newspapers lack the emotional involvement of the electronic media. One-dimensional newspaper advertising simply can’t grab-and hold-a reader’s attention the way electronic media can.

  37. Why KOTV?

  38. Why KOTV? KOTV’s mission is a commitment to quality news, entertainment programming, and community service. KOTV’s staff of dedicated employees achieve this goal by providing our viewers with the best on-air product in the market and by serving Eastern Oklahoma with our community outreach campaign Six in Touch.

  39. Why KOTV? KOTV was the first television station to broadcast in Tulsa. On October 15, 1949, KOTV opened for business in the former garage of International Harvester. KOTV and CBS were number one back then, and, as we have celebrated our 50th anniversary, we are still number one!

  40. Why KOTV? Today, KOTV broadcasts more locally produced news than any other Tulsa television station - six hours per day. The July 2000 Nielsen rating service proved once again that KOTV is the most viewed station from sign-on to sign-off.

  41. Why KOTV? Why KOTV? We offer top rated programming and sports that deliver desirable audiences, a tie to the local community through six hours of local news, and a commitment to listen to and act upon the concerns of our community. We are here to be partners with you and your business because we know that KOTV’s success depends on your success.

  42. Sample Weekly TV Schedules Client XYZ Persons 18-49 Six In The Morning 2x M-F 6-8am Six This Morning II 2x M-F 9-10am Maury Povich 1x M-F 3-4pm Inside Edition 2x M-F 11:37pm-12:07am Craig Kilborn 2x M-F 12:07-1:07am WEEKLY TOTALS Announcements 9 Gross Impressions (P 18-49) 79,000 Frequency 2.4 Cost $1,040

  43. Sample Weekly TV Schedules Client XYZ Persons 25-54 Morning Update 1x M-F 5:30-6am Six In The Morning 2x M-F 6-8am Maury Povich 2x M-F 3-4pm Inside Edition 2x M-F 11:37pm-12:07am Late News Repeat 2x M-F 2:07-2:37am WEEKLY TOTALS Announcements 9 Gross Impressions (P 25-54) 99,000 Frequency 2.5 Cost $1,045

  44. From Black and White to FULL COLOR! Customer Testimonials for KOTV, Channel 6

  45. Customer Testimonials for KOTV, Channel 6 Broken Arrow Ace Hardware In 1998, Broken Arrow Ace Hardware was spending their advertising budget on print and direct mail pieces. This year, owner Renee Maxwell, rethought her advertising plan. She reduced her number of column inches and inserts in direct mailings and began to spend money in the broadcast industry. YTD, the Broken Arrow Ace Hardware is up 25% from 1998 and she attributes her success to the power of television.

  46. Customer Testimonials for KOTV, Channel 6 Thomas Cadillac/VOLVO Thomas Cadillac/VOLVO had used print advertising extensively in the past. Then, in month of August 1999, they did not advertise in any print medium and focused directly on television. They surprised themselves and doubled their sales in from August 1998 to August 1999.

  47. Customer Testimonials for KOTV, Channel 6 Wireless Concepts In 3rd quarter 1999, Wireless Concepts began a “trial” television run on KOTV. Lance Maxey, the owner, began to see results with television and began trimming down column inches on a monthly basis. As Lance begins 4th quarter he has eliminated his print advertisements in the local papers and has focused his dollars in broadcast, cable and radio.

  48. TV Is Your TICKET To Success!

  49. TELEVISION vs NEWSPAPER The Why Behind the Buy Presented by: Cady Shaw Research Director KOTV

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