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					Getting Comfortable with Cable


Presented to: BizNet Link
Date: 2/9/06
                                         Agenda


 Cox Enterprises
 Television: Yesterday…Today…Tomorrow
 Highlight Top Programming & Sweeps
 Local Media Trends
Our Company
                          Our Company



For over 100 years,
Cox Enterprises has
been one of the
leading mass media
companies with
ownership interests in
newspaper, radio,
television, direct mail
and the internet.
Television:

Yesterday… Today… Tomorrow
50 years ago…
There were 3 television networks
50 Years Ago…
                         The top TV
                            programs                                                      67.3   61.6
        generated 40, 50,
   even 60 household                                                                             43.1
                                 ratings!


Source: Nielsen Media Research based on Program Station Area basis
1950-51 Texaco Star Theatre on NBC, 1952-53 I Love Lucy on CBS, 1957-58 Gunsmoke on CBS
10   years ago…

     4   broadcast networks


         22   cable networks
10   years ago…

Top T.V. programs
generated 15, 20,
& 25 ratings
Today…
 7   broadcast networks


      75      cable networks
           The average U.S. cable household has an
           average of 75 cable networks. -CAB
         Today…

         Top program
         ratings are Half
         of what they were
         10 years ago…




Source: Nielsen Media Research National People Meter
Data 2002-03 Broadcast TV Season (Sept ’02 – May ’03) Total TV
Universe Season Average includes premier episodes only.
                       Missing Rating Points




   Customers cannot be found

      in ONE place,
      at ONE time,
watching ONE TV channel
         anymore…
                                                                                                                         Missing Rating Points

                                                                              The average audience size of a television
                       Percent of Broadcast Primetime Programs                program rating has dwindled over time.

                                                                 100                                                              HH Rating
                                                                 90                                                               Achieved
                                                                 80
                                                                 70                                                                     <3
                                                                 60
                                                                 50                                                                     3-4
                                                                 40
                                                                 30                                                                     5-9
                                                                 20
                                                                 10                                                                     10+
                                                                   0
                                                                  6/15/1905                6/20/1905
                                                                                            1998                    6/25/1905
                                                                                                                     2003
                                                                  1993
                                                                  Audience Valuation Trend of Broadcast Programs in Primetime (1993 - 2003)




Source: Nielsen Media Research – National People Meter Data – Year long average of regularly
scheduled shows – premiere episodes only included in average – Mon-Sun 8p – 11p E/P
                                                                                                                  Missing Rating Points

                    Even the top of the top programs fail to attain ratings that compare to
                    similar shows in the span of just 20 years…

                 80


                                             60.2
                 60
                                                                                                                             Comparison of
                                                                                          45.5                               HH Ratings for
                                                                                                                             “Finales” of
                 40                                                                                                          Popular
                                                                                                              29.8           Television
                                                                                                                             Shows
                 20                                                                                                          (1983 - 2004)



                   0
                                  M*A*S*H - 2/28/83                                   Cheers - 5/20/93   Friends - 5/13/04




Source: Nielsen National People Meter Data – Total TV Universe – Households Ratings
MASH HH rating from the “2000 Report on Television” from Nielsen Media Research
                                Networks forecast even greater
                                investments in original programming
                                to grow their audience share.
    Ground-
                                  $25.0
    breaking,                                                                                                      $20.5

    award                         $20.0                                                          $17.3
                                                                                                          $18.8

                                                                                        $15.8
    winning,                                                                   $14.3
                                  $15.0                               $12.9
    and                                     $9.1    $10.4
                                                             $11.6


    entertaining                  $10.0

    television
                                   $5.0


                                    $-
  $ = Billions                            2002     2003     2004     2005     2006     2007     2008     2009     2010




Source 2003 Kagan World Media
A Media Central/PR
                         The End of an Era (November 2004)




“Broadcasters will probably never
win another sweep.”

“(This marks) the end of an era.”

                     -Dr. Jack Wakshlag
                      TBS/TNT Chief Research Officer
                      Turner’s Annual Research
                      Presentation for the Press
                      12/08/04
                                                        Households Top Rated Programs (November 2005)



                     Program                                   Network                       Rating

      Saturday Night College Football                             ESPN                          8.8

      NFL Football                                                ESPN                          8.3

      The O’Reilly Factor                                       Fox News                        6.2

      Dora the Explorer                                       Nickelodeon                       3.0

      Law and Order:SVU                                            USA                          3.0

      WWE Wrestling                                                USA                          2.7

      Sunday Movie                                               Lifetime                       2.5

      Seinfeld                                                     TBS                          2.3

      Larry King Live                                              CNN                          2.2

      Nip Tuck                                                      FX                          2.2




Source: Nielsen, Mobile-Pensacola (Ft. Walton Beach DMA). Nov05 Sweeps, C-DMA Universe, HH, M-Su 6a-12m
                                                      November 2005- Top Networks Among Households


  Early Morning
    5am-9am



      Day
    9am-4pm



    Early Fringe
     4pm-7pm



        Prime
      7pm-11pm



    Late Fringe
     11pm-1am




Source: Nielsen Research; Mobile-Pensacola (Ft. Walton Beach), C-DMA Nov04 Sweep, HH
Media Trends
                                                                                                                                     Radio Overview

 Escambia County Cable Networks reach more
 people than the Gulf Coast’s top radio stations…
      140,000

                    120,146
      120,000

                                  100,059
                                                 97,517
      100,000                                                   92,655        91,332


        80,000
                                                                                             102.7
                                                                                            Country
        60,000                                                                                        WABB
                                                                                                                  93
                                                                                            45,253    97 FM
                                                                                                                 BLX       TK 101   My 107
                                                                                                      35,421                                  WCOA     Q100
        40,000                                                                                                   34,534
                                                                                                                           30,782   30,149    28,614
                                                                                                                                                       20,462
        20,000


              0
                     TWC            TBS            TNT        Discovery FOX News            102.7     97.5     92.9 WBLX   101.5    107.3     1370     100.7
                                                                                            WXBM      WABB                 WTKX     WYCL     WCOA AM   WJLQ




Source: Scarborough Research, Mobile-Pensacola Feb 04-Jan 05, DMA Survey Area, Adults 18+
Target Definition: Escambia County Residents.
                                                     Competitive Comparison

Let’s see how the same message blossoms from the visual newspaper ad….
to the captivating sight, sound, motion, color, and emotion of a television commercial!
                                                                        Competitive Profile Newspaper Readership in U.S

                      Since 1970, almost 30% of the adult population in the U.S. stopped reading the daily
            newspaper.


                                          78%
                   80%
                                                              67%

                   70%                                               64%                       64%
                                                                                 62%
                                                                                                      55%
                   60%
                                 Daily Newspaper Readership 1970 – 2003                                      50%
                                                                      (% of Adult 18+ population)
                   50%


                   40%
                                         1970                 1980   1985        1990          1995   2000   2003


                          Ad exposure is not the same thing as total readership.




Source: Simmons Research – National Data – 1970 – 2003, NAA
                                                                    Competitive Comparison

      Let’s see how the same message blossoms from the auditory radio spot….
      to the captivating sight, sound, motion, color, and emotion of a television commercial!




Which Provided The Best Directions?


Which Provided More Information?


Which Best Showcased The Atmosphere?

Which Made You Hungry?
                                                                           Reach Your Customers
         Cox Media offers a variety of programs that generate
         reach across networks, demographic appeal & interests.
      Network                    Program               Sweep / Year                                      HH Rating*
ESPN            College Football                      November 2004                                             15.9
Fox News        Hannity and Colmes                    November 2004                                              7.9
Lifetime        Primetime Movie                       November 2004                                              4.6
FOX News        Fox and Friends                       November 2004                                              5.3
FOX News        Special Report                         February 2005                                             4.1
Sci Fi          Stargate SG-1                          February 2005                                             4.8
Spike           CSI                                    February 2005                                             3.3
TBS             Braves Baseball                            May 2005                                              4.1
Spike           WWE                                        May 2005                                              2.7
USA             Monk                                       July 2005                                             4.0
TBS             Everybody Loves Raymond                    July 2005                                             2.7
USA             The Dead Zone                              July 2005                                             3.6




                                           Source: Nielsen Research; Mobile-Pensacola (Ft. Walton Beach) C-DMA, HH, Nov04, Feb05, May05, Jul05 Sweeps
                                                               DMA Household & WEAR – ABC Local News Viewing


           COUNTY & STATE                                      5pm News Viewing                   6pm News Viewing   10pm News Viewing

       •   Mobile County, AL                                   628                                573                1,597
       •   Baldwin County, AL                                  803                                852                1,361
       •   Clarke County, AL                                   57                                 103                55
       •   Monroe County, AL                                   36                                 74                 13
       •   Escambia County, AL                                 480                                422                429

       • Escambia County, FL                                   25,247                             24,179             19,997
       • Santa Rosa County, FL                                 6,947                              7,532              7,297
       • Okaloosa County, FL                                   8,677                              8,051              6,993

            Escambia County Florida is the signal station origin for WEAR – ABC.
             Notice how local news viewership drops off the farther away you get
                                     geographically from Escambia County Florida.
                  Local news isn’t too local for Households in alternate counties!




Source: 2005 County Coverage Study NHI Local. Mobile, AL – Pensacola (Ft. Walton Beach) FL DMA.
                                                                                                          The Age of Acquisition
GENDER                                             AGE                                                                              EDUCATION
Male                           49.7%                                                                                 High school or more 87.7%
                                                  30.0%                                          22.40%
Female                         50.3%                                  13.70% 15.30% 12.90%
                                                                                                                  Some college or more 52.8%
                                                  20.0%
RACE                                              10.0%
                                                             8.00%                                               College degree or more 19.9%
Caucasian                      72.4%                0.0%                                                                   HOME OWNERSHIP
African American               21.4%                         20-24    25-34    35-44    45-54      55+
                                                                                                                 Re nt
Hispanic                        2.7%               WEEKLY CABLE VIEWING
                                                                                                                 31.1%
                                                                                                                                       Ow n
Asian                           2.9%                       Did Not                                                                     64.8%
                                                            View ,
EMPLOYMENT                                                  12.6%
Employed                       51.7%                                           View ed,
Unemployed                       3.7%                                           87.4%                           MONTHLY BUYING BEHAVIORS
Service                         17.9%                                                                                   Restaurant dining 85.5%
Management Related             30.0%                                                                             Clothing store shopping  84.2%
                                                   HOUSEHOLD INCOME
Sales and Office               28.4%                 40.0%
                                                                                                    Household took domestic vacation (yr) 75.6%
                                                              34.5%
                                                     35.0%                                             Household owns a home computer     68.7%
                                                     30.0%
MARITAL STATUS                                       25.0%                     18.1%   17.8%          Home improvements done past year    65.5%
                                                     20.0%
Married     50.0%                                    15.0%
                                                                       15.2%                    14.5%
                                                                                                                     Shoe store shopping  67.9%
Single      27.4%                                    10.0%
                                                      5.0%
                                                                                                         Household accesses the internet  64.6%
Divorced    12.6%                                     0.0%                                                             Any mall shopping  84.9%
                                                              <$25k    $25-    $35-    $50-     $75k+
Widowed      7.1%                                                      $34k    $49k    $74k




               Source: Scarborough, Mobile-Pensacola Aug 04-Jul 05.
               Adult 18+, Escambia County Residents. US Census 2000
2006 Total Coverage Area

                 Areas in GREEN are Cox Media Zones
                                                                                      Total Subscribers: 158,692
                                                                               Cox Communications Property, Escambia County
                                                                               75,331 HH

                                                                               Zip Codes: 32501/02/03/04/05/06/07/14/26/33/34
                                                                                I-10 North Pensacola Zone: 22,880 Households
   Century             Jay                                                      I-10 South Pensacola Zone: 52,451 Households
                                      Okaloosa
Escambia                               County                   Walton
                                                                County         Cox Communications Property, Okaloosa/Walton
 County                                                                        77,385 HH
                                                Crestview
                      Santa Rosa                                               Zip Codes: 32439/32536/39/40/41/50/59/45/78/
                        County                                                 44/42/47/48/69/79
   Cantonment                                                                   Fort Walton Beach Zone: 33,715 Households
                                    Eglin AFB                                  (including Cinco Bayou, Hurlburt AFB, Shalimar,
    Pensacola North                                     Niceville   Freeport   Eglin AFB & Mary Esther)
                                   Ft. Walton Beach                             Destin Zone: 21,267 Households
   Pensacola South
                                                                                  (including the community of Sandestin)
                                                                                Niceville Zone: 12,004, Households
                                                      Destin                      (including Freeport)
                                                                                Crestview Zone: 10,399 Households

                                                                               Bright House Property, Escambia County
                                                                               5,976 HH

                                                                               Zip Code: 32533
                                                                                Cantonment Zone: Cantonment and portions
                                                                               of Century, Flomaton, Jay, and Molino
Escambia County
                                                                                                Pensacola/Cantonment               Coverage Area
80,874 Households                                                                              Current Households: 81,307        North Pensacola        22,880 HH
                                                                                               Cable Penetration:    84%         South Pensacola        52,451 HH
                                                                                                                                 Cantonment              5,976 HH

                                                                                                 Demographics/Viewership
Zip Codes                                                                                      Median Age:            35.4       Employed:                 51.7%
Pensacola South            Pensacola North                                                     Age 25-54:           41.9%        Unemployed:                3.7%
32501-Downtown             32514-University                                                    Married:               50%        Management                30.0%
32502-Downtown             32534-Pine Forest                                                   Avg. HH Size:          2.45       Armed Forces:              4.6%
32503-East Hill                                                                                Female Hse Holder:   15.1%        Family HH:                66.8%
                           Cantonment                                       Cantonment         HH w/ kids <18:      33.8%        College Degree+:          20.9%
32504-Cordova
                           32533- Cantonment                                                   Own Home:            67.3%        Median HHI:              $35,234
32505-Central
                           32577- Molino                                                                                            Source: 2000 U.S. Census.
32506-W.
                           32526- Beulah                                                         Networks
Pensacola
                           32535- Century                                                       A&E             Fox News        TNT
32507-NavyBlvd/
                           32565- Jay                                                           AMC             Fox Sports      Travel
      Perdido                                                                      Pensacola    Animal Planet   FX              TV Land
                           36441- Flomaton   Perdido
32526-Saufley                                                                                   BET             Golf            USA
                                                                                                Bravo           Headline News   VH 1
                                                                                                Cartoon         HGTV            Weather
                                                                                                CMT             History
                                                                                                CNBC            Lifetime        Digital
                                                                                                CNN             MSNBC           Biography
                                                                                                Comedy          MTV             Court
                                                                                                Discovery       Nickelodeon     DIY
                                                                                                Discovery       OLN             ESPN Classic
                                                                                                   Health       Oxygen          ESPN News
                                                                                                E!              Sci Fi          History Intl
                                                                                                ESPN            Speed           Fine Living
                                                                                                ESPN2           Spike           Soap
                                                                                                Family          TBS             Toon Disney
                                                                                                Food            TLC




SUBSCRIBER NUMBERS ARE ESTIMATES THAT MAY CHANGE WITHOUT NOTICE; COVERAGE MAPS,
ZIP CODES, ETC. MAY NOT REFLECT DIGITAL, ANALOG, AREA, CHANNEL OR OTHER CARRIAGE
LIMITATIONS FOR YOUR AD. CONTACT COX MEDIA FOR DETAILS.
                                                                             What Makes Our Market Unique?


              The Pensacola market has the highest cable penetration compared to
                                    neighboring counties.
       83% of the television households in Escambia County have Cable Television.


       Escambia County is part of the Mobile-Pensacola (Fort Walton Beach) DMA and is DMA rank # 62.

       The Mobile/Pensacola (Fort Walton Beach) DMA is a hyphenated market with a territory that
        includes 10 counties spanning 3 states: Florida, Alabama, and Mississippi.

       There are six broadcast network affiliates (one major that originates from Escambia County).

       Satellite Penetration in Escambia County (10.1%) is the lowest among neighboring counties and
        lower than the national average.




Source: Nielsen, Mobile-Pensacola (Ft. Walton Beach) DMA VIP November 2005
                                                         Why Advertise in Escambia County?
    ESCAMBIA COUNTY HAS THE MONEY

    RETAIL STORE GROUP                                    RETAIL SALES

    Total Retail Sales                                   $ 3,858,144,000
    Food & Beverage Stores                               $   296,908,000
    Food Service & Drinking Establishments               $   376,615,000
    General Merchandise                                  $   753,215,000
    Furniture/Home Furnishings,
    Electronics & Appliances                             $   191,392,000
    Motor Vehicles & Parts Dealers                       $   945,350,000

    Escambia County stores generated more revenue in retail sales than neighboring counties:
    Santa Rosa County, FL- $1,166,931,000; Escambia County, AL- $436,583,000;
    and Baldwin County, AL- $2,531,483,000.

    Other Industries
    (2005 Estimated Consumer Expenditures)

    Health Care                                          $350,606,264
    Legal & Accounting                                    $10,507,914




Source: 2005 Survey of Buying Power SMM. AGS
Demographic Data- 2005 Estimates/Market Smart Analyzer
                                                                                                                   Maintaining an Advertising Presence
                                                          Advertising                                                                                                      No Advertising
                                                                                                    End of Advertising
       Percent Recalling Advertising

                                       70
                                       60
                                       50
                                       40
                                       30
                                       20
                                       10
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                                                                                                                   Week Number

  Maintaining a consistent message and keeping a continual presence on cable
       television will result in a higher audience recall of your message.

Stop your advertising on cable television, and people quickly forget your message!




       Source H.A. Zielske, “The Remembering and Forgetting
       of Advertising” Journal of Marketing, Volume 23, No. 3, Pages 239-243
                                                     Free to Watch what they Want to Watch at 6A, 5P, 6P and 10P…

                Top 10 Non- News Cable Networks in Traditional Broadcast News Dayparts


     M-F
     5A-9A




     M-F
     5P-6:30P




     M-F
     9P-10:30P




Source: Nielsen Research. Mobile-Pensacola (Ft. Walton Beach) Nov04 C-DMA
 Reach a broader audience by supplementing,
not duplicating your local broadcast buys, and
          watch cable programming
  dramatically improve your consumer reach.
                                                         Client Products and Services
 Cox Media offers effective advertising for businesses throughout our community and across
                                         the country.
  Our Account Executives have access to various research tools empowering them to make
qualified advertising recommendations to our clients. Some of these recommendations include
         which networks to buy, time periods to select, and geographic areas to target.

  Production                                           :30 Second Commercials
  Our award winning production team will help bring    Target your audience with 50+ popular cable
  your ideas to life.                                  networks

  Research                                             Weather Channel Crawl
  Cox Media research helps you identify and reach      Effective and affordable, place your text message
  valuable households in your market area.             during the local forecast

  30 Minute Programs                                   Promotions
  Cox Media offers our own local origination channel   Cox Media can provide targeted sweepstakes,
  that promotes your products or services.             special events, network sponsorships and more to
                                                       fit your advertising needs.
  Co-Op Advertising
  Utilize your co-op dollars for a 30-second           Cox Media Team
  commercial schedule…We’ll find the funds for you.    Cox Media offers you a team of professionals in
                                                       research, promotion, marketing, production, and
                                                       sales.
Questions?
Thank you for coming!

				
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