Local Television’s In The Interactive Market Place

1. Local Television.com’sIn The Interactive Market Place Presented By The Media Audit Thursday, October 26, 2000 The Media Audit A Syndicated Service of International Demographics,Inc.

2. Local TV Station.com’s The Competitive Challenge For Local TV Station Web Sites The Media Audit A Syndicated Service of International Demographics,Inc.

3. The Challenge... • To increase local television stations’ share of local online advertising dollars. • To increase local online advertising dollars as a percent of the total dollars invested in online advertising… • By converting local, regional and national advertisers not investing in TV station web sites to active television station web site advertisers. • Make your site a profit center. The Media Audit A Syndicated Service of International Demographics,Inc.

4. Time Spent OnLocal Web Sites… • 1998… • Consumers spent 53% of their online time perusing local web sites. Jupiter • 1999… • Consumers spent 58% of their online time on local web sites. Jupiter The Media Audit A Syndicated Service of International Demographics,Inc.

5. The Market For Local Web Advertising Is Growing... Source: Jupiter Communications The Media Audit A Syndicated Service of International Demographics,Inc.

6. The Local Web Market . . .Value vs. Reality • The value of local online advertising is real . . . • But local web advertising dollars are going elsewhere. The Media Audit A Syndicated Service of International Demographics,Inc.

7. National vs. LocalAdvertising Investments Source: TVB, Jupiter Communications The Media Audit A Syndicated Service of International Demographics,Inc.

8. Time Spent Local Disproportionate To Dollars Source: Jupiter Communications The Media Audit A Syndicated Service of International Demographics,Inc.

9. Increase The Return On Your Web Site Investment • Convert more local advertisers to television station sites. • How? • Building content that complements your local station’s strengths. • Aggressive promotion of your site. • A means to justify advertising investment. The Media Audit A Syndicated Service of International Demographics,Inc.

10. The Media Audit . . . Can Help You Meet This Challenge The Media Audit A Syndicated Service of International Demographics,Inc.

11. Media Covered . . . • Daily Newspapers • Other Local/Regional Print Publications • Broadcast TV and Cable • Radio • Outdoor • Internet The Media Audit A Syndicated Service of International Demographics,Inc.

12. The Media AuditLocal Media Websites • Local Newspaper Sites • Local Television Station Sites • Local Cable News Channel Sites • Local Radio Station Sites • City Guide Sites • Digital City • City Search (Sidewalk) • Cox Interactive Sites • Alternative Newspaper & Shopper Sites The Media Audit A Syndicated Service of International Demographics,Inc.

13. The Media AuditMethodology • Telephone • Random samples of local markets. • Sample balanced, weighted and projected to adult population of metro area. • Covers internet usage at home and at office. The Media Audit A Syndicated Service of International Demographics,Inc.

14. The Media Audit Advantages • Covers local markets exclusively, not a subset of national data. • Provides traditional media as well as web site ratings. • Can be aggregated with traditional media to show net reach. • Can aggregate across markets for regional/national reports. • Nationally recognized and accepted. • MRC accredited. The Media Audit A Syndicated Service of International Demographics,Inc.

15. The Media Audit Disadvantages • Does not provide page views or click throughs. • Only measures the leading local media web sites. • Daily Newspaper Sites • Television Station Sites • Local Cable News Channel Sites • Radio Station Sites • City Guide Sites • Cox Interactive Sites • Alternative Newspaper & Shopper Sites The Media Audit A Syndicated Service of International Demographics,Inc.

16. Media Metrix, NetRatingsMethodology • Metered panels • Households • Businesses • Can break out local web sites. • Media Metrix local panel ratings balanced and weighted to The Media Audit enumeration counts. The Media Audit A Syndicated Service of International Demographics,Inc.

17. Media Metrix, NetRatingsMethodology • Covers all sites, national and local. • Meters measure unique visitors, page views and click throughs. • Nationally recognized and accepted by advertising agencies. The Media Audit A Syndicated Service of International Demographics,Inc.

18. Media Metrix, NetRatingsDisadvantages • Covers top 100 sites in each local market report. • Local reports include national as well as local sites. • Only the most dominant local sites show up. • Broadcast sites do not usually make the report. • Local panels—Media Metrix start at about 150 respondents/NetRatings at 250/300. • Local panels are not random. The Media Audit A Syndicated Service of International Demographics,Inc.

19. Selling The ValueOf Television Web Sites… • Demonstrate the value of people logging onto the internet. • Compare individual TVStation.com values to the internet’s value… • In competition with other dot.com’s… • As well as in competition with traditional media… • And the benefit that television.com’s add to local television news programs. The Media Audit A Syndicated Service of International Demographics,Inc.

20. The Media Audit Local SalesPresentation Example . . . “Using TheBostonChannel.com as the example.” (WCVB-TV) The Media Audit A Syndicated Service of International Demographics,Inc.

21. The ValueOf Local Web Users . . . • The Internet: young, upscale and well educated. • TheBostonChannel.com: a little more upscale and better educated. Source: The Media Audit – Summer 2000 Boston Report The Media Audit A Syndicated Service of International Demographics,Inc.

22. The Media AuditDefines Target Penetration Boston 11.6% Of All Adults Plan To Buy A New Car During Next 12 Months Source: The Media Audit – Summer 2000 Boston Report The Media Audit A Syndicated Service of International Demographics,Inc.

23. TheBostonChannel.com PenetrationCompared To The Market Boston • 16.1% of TheBostonChannel.com Audience Plans To Buy A Car. • TheBostonChannel.com’s Plan To Buy A Car Index = 142. • That’s 42% Greater Than The Market Average. Source: The Media Audit – Summer 2000 Boston Report The Media Audit A Syndicated Service of International Demographics,Inc.

24. The Media AuditTheBostonChannel.com Profile… • A Perfect Fit For People Planning To Buy A Car. Source: The Media Audit – Summer 2000 Boston Report The Media Audit A Syndicated Service of International Demographics,Inc.

25. TheBostonChannel.com#2 In Plans To Buy A Car • A Site Tracking Service Will Show You Were To Put Your Ad. • The Media Audit Shows The Need To Put The Ad In TheBostonChannel.com. Source: The Media Audit – Summer 2000 Boston Report The Media Audit A Syndicated Service of International Demographics,Inc.

26. Television.com Sales Power Competitive w/Traditional Media • The Boston Channel.com # 8 Against Selection Of Traditional Media. Source: The Media Audit – Summer 2000 Boston Report The Media Audit A Syndicated Service of International Demographics,Inc.

27. Television.com’s Reach Those That TV News Programs Don’t • TheBostonChannel.com adds 7.2 percentage points or 33,600 adults planning to buy a car during the next 12 months that WCVB’s Late News doesn’t reach. Source: The Media Audit – Summer 2000 Boston Report The Media Audit A Syndicated Service of International Demographics,Inc.

28. Add TheBostonChannel.com To WCVB-TV Late News… • #1 with people planning to buy a new car during the next 12 months. Source: The Media Audit – Summer 2000 Boston Report The Media Audit A Syndicated Service of International Demographics,Inc.

29. The Media Audit . . .Does It Work For Web Sales? • Yes. According To TMA Web Clients. • 49 – Local Television Station Sites • 56 – Local Daily Newspaper Sites • 46 – Digital City Sites • 17 – Cox Interactive Sites • 21 – Other Local Web Sites • 189 – Total TMA Local Web Site Subs The Media Audit A Syndicated Service of International Demographics,Inc.

30. In Summary To Increase Web Site Ad Sales… • Build content that complements local television station branding strengths… • Local breaking news events • Local weather reports/forecasts • Local sports updates • Promote your web site aggressively. • Invest in web site ratings information. The Media Audit A Syndicated Service of International Demographics,Inc.