2008 GOOD DAY EN ESPANOL Underwriting Partnership MAXIMUM RESULTS.
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Transcript of 2008 GOOD DAY EN ESPANOL Underwriting Partnership MAXIMUM RESULTS.
2008 GOOD DAY EN ESPANOL
Underwriting Partnership
MAXIMUM RESULTS
WHY MARKET TO HISPANICS? Hispanics Are The Fastest Growing Population In
The Sacramento DMA
• Sacramento is the 20th largest television market in the nation -- the 11th largest Hispanic population in the US
• Sacramento’s Hispanic population totals 17.3% of the total population in the television viewing area.
• Within the past 4 years, the Sacramento market has seen an increase of +14% in Hispanic households
• Hispanics are the largest minority group in the area.*
• There are twice as many children under 18 in Hispanic households vs. non-Hispanic households.
• One out of every 5 homes are Hispanic in the Sacramento television market. However, one out of 3 homes are Hispanic in Stockton and Modesto
• 28.4% of Stockton/Modesto households are Hispanic
Source: NSI November 07 vs. November 04; *Hispanic NSI, Feb 2007
GOOD DAY SAP
POSITIVE PR”“ [The Spanish
Population] … is part of
Sacramento’s lifeblood.
Broadcasting & Cable; March 7, 2005 [KMAX is saying] ’we
know you’re there and
we respect your
language and your
culture. ”
“
Broadcasting & Cable; March 7,
2005
GOOD DAY SAP
“
”
I definitely see this
as an example of
people figuring out that
this is a lucrative and
fast growing segment
of the market. -Sacramento Business Journal
WHAT IS SAP ON GOOD DAY?
• Live Spanish interpreters inside a sound proof booth translate the fun and energy of Good Day Sacramento
• All viewers – English and Spanish - are fully aware of the service and the sponsor
• Simultaneous secondary audio program Spanish translation
• 31 hours of programming every week
• No subtitles
• Total English/Spanish program integration into Good Day Sacramento everyday; multiple times each day!
GOOD DAY SAP
VIEWERS WATCH GOOD DAY
GOOD DAY SAP
Source: Nielsen Media Research 7a-9a Mon-Fri, Nov 2007
Adults 18-34Station 7-9 am Rating
KMAX 1.1
KCRA The Today Show 0.7KTXL Fox 40 Morning News 0.3
KXTV Good Morning America 0.2KQCA KCRA 3 News 0.0
Adults 18-49Station 7-9am Rating
KMAX 1.1
KCRA The Today Show 0.5KXTV Good Morning America 0.1KTXL Fox 40 Morning News 0.2KQCA KCRA 3 News 0.0
Adults 25-54Station 7-9 am Rating
KMAX 1.6
KCRA The Today Show 1.5KXTV Good Morning America 0.8
KTXL Fox 40 Morning News 0.3KQCA KCRA 3 News 0.1
Women 18-34Station 7-9 am Rating
KMAX 1.2
KCRA The Today Show 1.0
KTXL Fox 40 Morning News 0.6
KXTV Good Morning America 0.3KQCA KCRA 3 News 0.0
Women 18-49Station 7-9 am Rating
KMAX 1.8
KCRA The Today Show 1.6KXTV Good Morning America 0.9
KTXL Fox 40 Morning News 0.3KQCA KCRA 3 News 0.1
Station 7-9 am Rating
KMAX 1.1
KCRA The Today Show 0.5KXTV Good Morning America 0.1
KTXL Fox 40 Morning News 0.0KQCA KCRA 3 News 0.0
Men 18-34 Men 18-49Station 7-9 am Rating
KMAX 1.2
KCRA The Today Show 0.7KXTV Good Morning America 0.2
KTXL Fox 40 Morning News 0.2KQCA KCRA 3 News 0.1
Men 25-54Station 7-9 am Rating
KMAX 1.0
KCRA The Today Show 0.9KXTV Good Morning America 0.2
KTXL Fox 40 Morning News 0.2KQCA KCRA 3 News 0.1
Women 25-54Station 7-9 am Rating
KMAX 2.3
KCRA The Today Show 2.2KXTV Good Morning America 1.4
KTXL Fox 40 Morning News 0.3KQCA KCRA 3 News 0.1
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WEEKENDS TOO!GOOD DAY SAP
A18-49 F18-49 M18-49
Sat 7a-10a #1 #1 #2
Sun 7a-10a #1 #1 #1
A18-49 F18-49 M18-49
Sat 7a-10a #1 #1 #2
Sun 7a-10a #1 #1 #1
A18-49 F18-49 M18-49
Sat 7a-10a #1 #1 #2
Sun 7a-10a #1 #1 #1
HISPANIC VIEWERS ARE TURNING TO GOOD DAY
SACRAMENTO
GOOD DAY SAP
Source: Hispanic Nielsen Feb 03 vs. Feb 07
11000 12000
1900
4000
6000
35002800 2600
KUVS KMAX KCRA KXTV
FEB'03 FEB'07
HispanicAdults 25-54
Up 210%
12000
14000
1700
5000 5000
26002000
2600
KUVS KMAX KCRA KXTV
FEB'03 FEB'07
Hispanic Adults 18-49
Up 294%
• LIVE SAP Sponsorship hourly mentions during Good Day Sacramento
• WELLS FARGO SIGNAGE prominently on and inside the booth – the Wells Fargo Audio Booth
• ANIMATIONS in the lower third of the TV screen including Wells Fargo’s logo and promoting Wells Fargo as the sponsor (see next page)
• FULL SCREEN VIDEO BUMPS with Wells Fargo logo explaining SAP
• BONUS! SEGMENT INCLUSION Spanish interpreters inclusion inside segments (Teen’s Tune, Question of the Day, etc)
• BONUS! SAP available for Wells Fargo’s commercial audio tracks
SAP PROMOTIONAL ELEMENTS
GOOD DAY SAP
SAP ELEMENTS
• A minimum of 14 animated stingers per week informing viewers that Good Day Sacramento can be heard en Espanol on the SAP channel
• Includes:• Audio mention of Wells Fargo
• Wells Fargo logo
• Camera Shot of the SAP Booth and Wells Fargo signage
STINGER ANIMATION IN LOWER THIRD OF
TV SCREEN
• A minimum of 14 LIVE “full screen bumps” per week (going into or coming out of commercials)
• Includes Wells Fargo’s logo informing viewers that Good Day Sacramento en Espanol, is available on the SAP channel
FULL SCREEN VIDEO BUMPS WITH YOUR LOGO
EXPLAINING SAP
SAP ELEMENTS
SAP ELEMENTS
THE ANNUAL VALUE
Stinger Animations 728x
Full Screen Bumps 728x
Inclusion In Segments 364x
Minimum Total Mentions 1856x
Gross Impressions
Adults 25-54 35,246,000
Adults 18-49 39,992,000
VALUE: $323,779
GOOD DAY SAP
$250,000
2008-2009 UNDERWRITING FEE
GOOD DAY SAP
ONE MORE THING...GOOD DAY SAP
We’ll Create A Wells Fargo Stagecoach Facade For The SAP Booth!
Sponsored By
And Valley Small Businesses including