The Why Behind the Buy. In 1999, KOTV learned that the Tulsa World had garnered $113 million in...

The Why Behind the Buy

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.

Presentation OutlinePros 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!

I.

II.

III.

IV.

V.

VI.

VII.

VIII.

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?


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.


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.


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.


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.


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.


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?


8. Television Is Creative!

With TV, your opportunities are limitless. Unlike newspaper, television does not limit by page size or color.


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”.


TV is BIGGER,

Brighter,

Better!

"TV Remains Dominant News and Product Source"

---Roper Starch Survey, March 1997

69

37

14

75

Television Newspapers Radio Other People Magazines0

20

40

60

80

% o

f A

dult

s

Television remains American's #1 source of news and product

information. In the nearly four decades of this ongoing Roper

study, television's lead as a news source is the second largest ever!

"TV is the Most Likely Medium for Learning About New

Products or Brands" ---Roper Starch Survey, March 1997

62

20

12

4

55

1512

5

Television Newspapers Magazines Radio0

20

40

60

80

% o

f A

dult

s

1997 Roper Study

1994 Roper Study

More Americans cite television as the most likely

way they learn about products or brands than any

other source!

"TV is the Most Credible & Persuasive

News Source in America" ---Roper Starch Survey, March 1997

53

23

74

70

14

47

Television Newspapers Radio Magazines0

20

40

60

80

% o

f A

dult

s

Over half the public considers television to be the most

credible news source, more than doubling newspapers'

credibility! In addition, nearly three-quarters of all Americans

consider television to be the most persuasive medium!

Most Credible News Source

Most Persuasive News Source

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.

Television encompasses all of the senses using sight, sound and motion. It offers advertisers unlimited creative flexibility and high audience involvement.


Television is more than a medium of entertainment, information and advertising, it is a major part of today’s social and cultural structure.


Television is our major source of news and it’s the leisure activity with which we spend the most time.


The Average Household Watches

7 hours and 15 Minutes

Of Television A Day!

Source: Nielsen Media Research

Let's Look at The Tulsa Market

With The Tulsa World Circulation Trending Down and

Advertising Cost Skyrocketing . . .

Is The Tulsa World still giving you Bang for YOUR Buck?

1994 1995 1996 1997 1998 1999

0

20

40

60

80

100

-20

(% Change)

Circulation Advertising Cost

Source: Newspaper Performance Report Prepared by RAB 1999

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?

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.


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.


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.


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.


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.


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.


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.


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.


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.


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.

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.

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!

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.

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.

Why KOTV?

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 TOTALSAnnouncements 9Gross Impressions (P 18-49) 79,000Frequency 2.4

Cost $1,040

Client XYZ

Sample Weekly TV Schedules

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 TOTALSAnnouncements 9Gross Impressions (P 25-54) 99,000Frequency 2.5

Cost $1,045

Sample Weekly TV SchedulesClient XYZ

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.


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.


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.


TV Is Your

TICKET To Success!

The Why Behind the Buy

Presented by:

Cady ShawResearch Director

KOTV

The Why Behind the Buy. In 1999, KOTV learned that the Tulsa World had garnered $113 million in...

Documents

Transcript of The Why Behind the Buy. In 1999, KOTV learned that the Tulsa World had garnered $113 million in...