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Transcript of 0 Local Television Advertising Effectiveness Study Kathleen Keefe Vice President, Sales March 21,...
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Local Television AdvertisingEffectiveness Study
Kathleen KeefeVice President, Sales
March 21, 2008
2 © 2007 Frank N. Magid Associates, Inc.
Table Of Contents
Objectives And Methodology 2 Executive Summary 6 Viewership And Preferred Media 9 Local News Vs. All Genres 12 Local News Vs. Cable News And Broadcast Network News 22 Weather Information 25 Online News 28 Demographic And Technographic Profile Of Local News Viewers 33 Appendix I – Additional Findings 36 Appendix II - Demographics 40
3 © 2007 Frank N. Magid Associates, Inc.
Objectives And Methodology
4 © 2007 Frank N. Magid Associates, Inc.
Objectives
Determine key attributes to be used for television advertising sales based on the performance of local television news relative to cable and network news; and by genre for local TV station programming relative to cable channel and network programming
Understand how local news Web sites perform relative to other Web site genres on attributes relevant to advertisers
Evaluate local television news weather and local television news Web site weather and determine the distinct advantages local news offers relative to competitors
5 © 2007 Frank N. Magid Associates, Inc.
Methodology• Online survey of 2,719 local news viewers (watch local news twice a week or more)
in the Hearst-Argyle local news footprint as seen on the next slide• All respondents are age 25-54 • Field period: November 16-December 4, 2007• Survey hosted by Frank N. Magid Associates’ online research division
SurveysOnline.com• In addition to evaluating local news, respondents evaluated a maximum of two of
the genres listed below relative to local news. To rate a genre, respondents were required to watch the genre twice a week or more
Sample Size
Prime time dramas/situation comedies 652
Broadcast network news 644
Cable news 638
Reality TV 532
Cable prime time dramas/movies 437
Entertainment news 410
Sitcom reruns 392
Game shows 392
Information talk shows 307
Court shows 207
Entertainment talk shows 79
6 © 2007 Frank N. Magid Associates, Inc.
Market Completes
Boston, MA 310
Sacramento/Stockton/Modesto, CA
238
Orlando/Daytona/Melbourne, FL 206
Baltimore, MD 197
Cincinnati, OH 157
Pittsburgh, PA 153
Kansas City, MO 153
Greenville/Spartanburg/Asheville, GA, NC, SC
104
Greensboro/High Point/Winston, NC, VA
104
Louisville, KY 104
Harrisburg/Lancaster/Lebanon, PA
102
Oklahoma City 102
Methodology – Number Of Completes By Market
Market Completes
Milwaukee, WI 101
New Orleans, LA 99
Albuquerque, NM 98
West Palm Beach/Ft. Pierce, FL
94
Omaha, NE 51
Jackson, MS 51
Ft. Smith/Fayetteville, AR, OK
51
Honolulu, HI 50
Burlington/Plattsburgh, NH, NY, VT
50
Des Moines/Ames, IA 49
Portland/Auburn, ME 49
Monterrey/Salinas, CA 46
7 © 2007 Frank N. Magid Associates, Inc.
Executive Summary
8 © 2007 Frank N. Magid Associates, Inc.
Executive Summary
Overall, local news is an important and influential part of viewers’ lives
Local News Vs. Cable News and Network News Viewers are more engaged in local television news than cable news and network news Advertisements during the local news do a better job than advertisements in cable and
network news in terms of: Trustworthiness
Keeping viewers in the know regarding products and services
Advertising products that appeal to the viewer
Driving purchase of products Advertisements during the local television news do a better job than advertisements in 8
other entertainment genres when looking at these same attributes Online video viewing of local news is higher than cable news, network news and any
entertainment genre Prime time programs that air on Local Broadcast TV Stations Vs. Prime time Programs that
air on Cable: “Viewers are more engaged in Prime time Programs that air on Local Broadcast TV Stations Vs.
Prime time Programs that air on Cable in terms of: “Being a Major Part of my Daily Routine” “Being Essential that I Watch This Programming” “Paying More Attention When Watching This Type of Programming Than Watching Other Types”
Local news is more “DVR-proof” Fewer viewers record local news and are less likely to fast forward through local news than
other genres
9 © 2007 Frank N. Magid Associates, Inc.
Executive Summary
Local News Vs. Cable And Broadcast Network News Local news is considered a more important source for news than cable and
broadcast network news genres and viewers feel a stronger attachment to local news anchors
Weather Information Local television is a much more important source of weather information than
cable and broadcast network news Among weather sources on the Web, local television Web sites are the most
important source for weather information
Online News After search engines, local television news Web sites are the most frequently
used Web sites for local news
Demographics And Technographics Local news viewers are more affluent and more educated than the general
population Local news viewers are more likely to own/subscribe to advanced video viewing
devices and services
10 © 2007 Frank N. Magid Associates, Inc.
Viewership And Preferred Media
11 © 2007 Frank N. Magid Associates, Inc.
25%
43%
17%
5%
9%
2 hours or less
3-4 hours
5-6 hours
7-8 hours
9 or more hours
Most Watch Local News During Non-Business Hours And Most Watch At Least Three Hours of TV Per Day
Between
6 a.m. and 9 a.m.
Q. 2 At what time(s) of day do you typically watch the local news? Please select all that apply.
Q. 3 In a typical 24-hour day, Monday through Sunday, how many hours per day do you watch any type of programming on TV?
Between
11 a.m. and 1 p.m.
Between
5 p.m. and 7 p.m.
Between
10 p.m. and 11:35 p.m.
Day part for local news viewing
Total hours of television watched in a typical day
These three day parts present an excellent opportunity to reach viewers
12 © 2007 Frank N. Magid Associates, Inc.
Most Prefer Television As Their Source For News Information, Followed By Web Sites
14%
26%
55%
4% 1%
Newspapers inprint
Web sites/theInternet
Television
Radio
Magazines in print
Q. J Which of the following do you most prefer for news?
13 © 2007 Frank N. Magid Associates, Inc.
Local News Vs. All Genres
14 © 2007 Frank N. Magid Associates, Inc.
Cable prime time dramas/movies
Local news
Prime time dramas/situation comedies
Reality TV
Court shows
Game shows
Information talk shows
Entertainment talk shows
Entertainment news
Sitcom reruns
I pay more attention when watching this type of programming than when watching other types
Local News Wins As Part Of Viewers’ Daily Routines And Viewers Are More Engaged In Local News Than Most Other Genres
Local newsPrime time dramas/situation comedies
Reality TVCable prime time
dramas/movies
Court shows
Sitcom reruns
Watching this type of program is a major part of my daily routine
Local news
Prime time dramas/situation comedies
Reality TV
Cable prime timedramas/movies
Court shows
Game shows
Information talk shows
Entertainment talk shows
Entertainment news
Sitcom reruns
It is essential that I watch this program
Information talk shows
Game shows
Entertainment news
Entertainment talk shows
Please indicate the extent to which the statement below describes you with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a “5” means “Describes me completely” )
15 © 2007 Frank N. Magid Associates, Inc.
I pay more attention when watching this type of programming than when watching other types
Local News Wins As Part Of Viewers’ Daily Routines And Viewers Are More Engaged In Local News Than Cable News and Network News
Local news
Cable news
Broadcast network news
Watching this type of program is a major part of my daily routine
Cable news
Broadcast network news
It is essential that I watch this program
Please indicate the extent to which the statement below describes you with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a “5” means “Describes me completely” )
Local news Local news
Cable news
Broadcast network news
16 © 2007 Frank N. Magid Associates, Inc.
Advertising During Local News Creates Awareness And Drives Purchase Of Products And Services More Than Most Other Genres
Please indicate the extent to which you agree with the statement below with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a “5” means “Strongly agree” )
Local news
Cable news
Broadcast network news
Prime time dramas/situation comedies
Reality TV
Cable prime timedramas/movies
Court shows
Game shows
Information talk shows
Entertainment talk shows
Entertainment news
Sitcom reruns
Ads on this type of program keep me in the know with regard to products/services
Local news
Cable news
Broadcast network news
Prime time dramas/situation comedies
Reality TV
Cable prime timedramas/movies
Court shows
Game shows
Information talk shows
Entertainment talk shows
Entertainment news
Sitcom reruns
I have purchased a product/service as a result of an ad on this type of program
17 © 2007 Frank N. Magid Associates, Inc.
Relative To Other Genres, Products/Services Advertised During Local News Are Among The More Trustworthy And Represent Viewers’ Interests
Local news
Cable news
Broadcast network news
Prime time dramas/situation comedies
Reality TV
Cable prime timedramas/movies
Court shows
Game shows
Information talk shows
Entertainment talk shows
Entertainment news
Sitcom reruns
I can trust products or services that are advertised during this type of program
Products or services advertised during this type of program are meant for people like me
Local news
Cable news
Broadcast network news
Prime time dramas/situation comedies
Reality TV
Cable prime timedramas/movies
Court shows
Game shows
Information talk shows
Entertainment talk shows
Entertainment news
Sitcom reruns
Please indicate the extent to which you agree with the statement below with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a “5” means “Strongly agree” )
18 © 2007 Frank N. Magid Associates, Inc.
Few Viewers Have A Negative Impression Of Companies That Advertise During The Local News
Local news
Cable news
Broadcast network news
Prime time dramas/situation comedies
Reality TV
Cable prime timedramas/movies
Court shows
Game shows
Information talk shows
Entertainment talk shows
Entertainment news
Sitcom reruns
I would think less of a company that advertised during this type of program
Please indicate the extent to which you agree with the statement below with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a “5” means “Strongly agree” )
19 © 2007 Frank N. Magid Associates, Inc.
Online Video Viewing Of Local News Is Higher Than Any Other Genre
Local news
Cable news
Broadcast network news
Prime time dramas/situation comedies
Reality TV
Cable prime timedramas/movies
Court shows
Game shows
Information talk shows
Entertainment talk shows
Entertainment news
Sitcom reruns
Q. 71(A-L) In the past 30 days, how many times have you watched each of the following using online video?
Watched video on Web site in the past 30 days
20 © 2007 Frank N. Magid Associates, Inc.
Almost Half Of Local News Viewers Have A DVR
Q. 72 Now, please think about a device called a Digital Video Recorder, or DVR. TiVo, for instance, is a DVR. Other DVRs often come from local cable or satellite TV companies. A digital video recorder allows viewers to record programs and movies from TV without the use of videotapes. A DVR also lets viewers pause and rewind programs and movies while they are being shown on TV. Which of the following digital video recording devices/services, if any, do you currently own or subscribe to?
A digital video recorder such as TiVo, Replay TV, or Ultimate TV
A digital video recorder provided by my satellite
company
A digital video recorder provided by my cable
company
None of these
21 © 2007 Frank N. Magid Associates, Inc.
Local News Falls In Towards The Bottom Of The Pack When It Comes To Recording-To-View At Another Time
Q. I(A-L) In the past 30 days, how many times have you recorded each of the following types programming for viewing at another time using a TiVo, DVR, or VCR?
Local news
Cable news
Broadcast network news
Prime time dramas/situation comedies
Reality TV
Cable prime timedramas/movies
Court shows
Game shows
Information talk shows
Entertainment talk shows
Entertainment news
Sitcom reruns
Recorded-to-view at another time in the past 30 days
Despite the high incidence of DVR ownership, recording of local news is low
22 © 2007 Frank N. Magid Associates, Inc.
Among Viewers Who Record Local News, Few Fast Forward
*Indicates sample size less than 100
BASE: Respondents who have recorded each genre in the past 30 days
Q. 10(A-F) When you are watching ______, how often do you also do each of the following?
Local news
Cable news
Broadcast network news
Prime time dramas/situation comedies
Reality TV
Cable prime timedramas/movies
*Court shows
*Game shows
Information talk shows
*Entertainment talk shows
*Entertainment news
Sitcom reruns
Fast forward when watching each of the genres listed below
23 © 2007 Frank N. Magid Associates, Inc.
Local News Vs. Cable News And Broadcast Network News
24 © 2007 Frank N. Magid Associates, Inc.
Local News Is More Important Than Cable Or Broadcast Network News And Viewers Are More Likely To Watch Local News From Start To Finish
78%
14%
8%
Local news
Cable news
Broadcast networknews
Q. 43 From the news sources listed below, please select the source that is most important to you.
Q. 17(A-C) Please indicate the extent to which the statement below describes you with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a “5” means “Describes me completely” )
Most important news source
Local news
Cable news
Broadcast network news
When watching this type of programming, I watch from start to finish
25 © 2007 Frank N. Magid Associates, Inc.
Viewers Feel A Stronger Emotional Attachment To Their Local News Anchors Than Cable Or Broadcast Network News Anchors
*Good source of info on products/service
*Is like a good friend
*Is my most important source of info in my community
*Is essential to keeping me informed
**Has anchors/news personalities who I trust
**Has anchors/news personalities that make me want to spend more
time watching news
*Q40 Please indicate the extent to which you agree with the statement below with regard local television news such as _____. (slide shows top-two box on a 5-point scale where a “5” means “strongly agree”)
**Q. 50,51(A-C) Please indicate the extent to which the statements below describe _ ___anchors or news personalities. (slide shows top-two box on a 5-point scale where a “5” means “Describes completely” )
Note that respondents also feel local news is the best source for product/service information
26 © 2007 Frank N. Magid Associates, Inc.
Weather Information
27 © 2007 Frank N. Magid Associates, Inc.
Local News Is By Far The Most Important Source Of Weather Information And Also Has Meteorologists That Viewers Tune In To Watch
*Has meteorologists/weathercasters that I tune in specifically to
watch
*Is my most important source for weather
*Q40 Please indicate the extent to which you agree with the statement below with regard local television news such as _____. (slide shows top-two box on a 5-point scale where a “5” means “strongly agree”)
**Q. 50,51(A-C) Please indicate the extent to which the statements below describe _ ___anchors or news personalities. (slide shows top-two box on a 5-point scale where a “5” means “Describes completely” )
28 © 2007 Frank N. Magid Associates, Inc.
Local Television News Web Sites Are The Most Important Source For Weather Information
Local television news sites
Cable news sites
Broadcast television news sites
Newspaper sites
News on search engines
Weather sites
Q. 60.1(A-G) How often do you visit each of the following for weather information?
Local information sites
29 © 2007 Frank N. Magid Associates, Inc.
Online News
30 © 2007 Frank N. Magid Associates, Inc.
After Search Engines, Local Television News Web Sites Are The Most Frequently Used For Local News
Local television news
Cable news sites
Broadcast television news
Newspaper sites
News on search engines
Weather sites
Q. 60(A-G) How often do you visit each of the following for news?
Local information sites
31 © 2007 Frank N. Magid Associates, Inc.
Half Of Whom Are Employed Use The Internet For News At Work
When I miss something on the local news, I go to the local station Web site
I frequently use the Internet for news at work*
A recommendation on the local news often makes me go to the
local station Web site
*Respondents who are employed
Q. 69(A-C) Please indicate the extent to which each of the statements below describe you.
32 © 2007 Frank N. Magid Associates, Inc.
Advertising On Local Television News Web Sites Has A Strong Impact On Products And Services Relative To Other Web Sites
Q. 67(A-H) Please indicate the extent to which you agree with the statements listed below with regard to ____. (slide shows top-two box on a 5-point scale where a “5” means “strongly agree”)
I can trust products/ services advertised on this type of site
Cable news sites
Broadcast network news sites
Newspaper sites
News on search engines
Weather sites
Local information sites
Local television news sites
Broadcast network news sites
Cable news sites
Newspaper sites
News on search engines
Weather sites
Local information sites
Local television news sites
The ads on this type of site keep me in the know with regard to products/services in the local marketplace
Cable news sites
Broadcast network news sites
Newspaper sites
News on search engines
Weather sites
Local information sites
Local television news sites
I have purchased a product/service as a result of an ad on this site
Cable news sites
Broadcast network news sites
Newspaper sites
News on search engines
Weather sites
Local information sites
Local television news sites
Products/services advertised on this type of site are meant for people like me
33 © 2007 Frank N. Magid Associates, Inc.
Local Television News Web Sites Are The Most Important For Community Information
This type of site is my most important source of info in my community
Q. 67(A-H) Please indicate the extent to which you agree with the statements listed below with regard to ____. (slide shows top-two box on a 5-point scale where a “5” means “strongly agree”)
Cable news sites
Broadcast network news sites
Newspaper sites
News on search engines
Weather sites
Local information sites
Local television news sites
34 © 2007 Frank N. Magid Associates, Inc.
Demographic And Technographic Profile Of Local News Viewers
35 © 2007 Frank N. Magid Associates, Inc.
Local News Viewers Are More Affluent And More Educated Than The General Online Population*
Completed bachelors degree
Graduate degree or higher
$100,000 or more
Education
Income
*General online population data source: Magid Media Futures survey of 1,149 adults age 25-54 conducted in March 2007.
Note that 50% of local news viewers are college graduates vs. 39% for the general population
36 © 2007 Frank N. Magid Associates, Inc.
Local News Viewers Are More Likely To Own/Subscribe To The Latest In Video Technology Products
Higher incidence of high-speed Internet allows for the option to watch video online at local news Web sites
*General online population data source: Magid Media Futures survey of 1,149 adults age 25-54 conducted in March 2007.
DVR ownership
HDTV ownership
High-speed Internet
37 © 2007 Frank N. Magid Associates, Inc.
Appendix I – Additional Findings
38 © 2007 Frank N. Magid Associates, Inc.
Almost All Have Some Type Of Pay Television Service
Q. 73 To which of the following television services does your household currently subscribe?
Satellite television
Basic cable
Digital cable
None of the above
39 © 2007 Frank N. Magid Associates, Inc.
Most Have High-Speed Internet Access
Q. 74 What type of Internet service do you have at home?
Cable modem
DSL (digital subscriber line)
Standard telephone line (dial-up)
Other
Do not have an Internet connection at home
Not sure
40 © 2007 Frank N. Magid Associates, Inc.
32% Have HDTV; An HDTV Set-Top Box From The Cable Company Is The Most Common Way To Receive HDTV
*Base: HDTV owners
Q. 76 How familiar are you with high-definition television, or HDTV?
Q. 77 In which of the following ways do you receive and watch high-definition programs on your high-definition television set(s)?
Familiarity with HDTV Ways HDTV is received*
32%
14%35%
18%1% I/We own an
HDTV set inmy/our home
Very familiar
Somewhtfamiliar
Not veryfamiliar
DK/NA
HDTV set-top box from cable
Cable card
HDTV set-top box from satellite
Digital receiver box and antenna
Built-in digital turner
No steps taken to order HDTV programs
DK/NA
Other
41 © 2007 Frank N. Magid Associates, Inc.
Appendix II - Demographics
42 © 2007 Frank N. Magid Associates, Inc.
Gender And Age
Gender Age
43 © 2007 Frank N. Magid Associates, Inc.
Education And Income
High school or less
Trade/technical school/associates
degree
Some college
Bachelor’s degree
Graduate degree or higher
Less than $35,000
$35,000-$49,999
$50,000-$74,999
$75,000-$99,999
$100,000-$149,999
$150,000 or more
Prefer not to answer
Education Income
44 © 2007 Frank N. Magid Associates, Inc.
Marital Status And Children
Marital Status Children