‘Verses: The Creation and Destruction of Television’s Imaginary Worlds
Local Television’s In The Interactive Market Place
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The Media Audit A Syndicated Service of International Demographics,Inc. Local Television.com’s In The Interactive Market Place Presented By The Media Audit Thursday, October 26, 2000
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Local Television.com’s In The Interactive Market Place. Presented By The Media Audit Thursday, October 26, 2000. Local TV Station.com’s. The Competitive Challenge For Local TV Station Web Sites. The Challenge. - PowerPoint PPT Presentation
Transcript of Local Television’s In The Interactive Market Place
The Media Audit A Syndicated Service of International Demographics,Inc.
Local Television.com’sIn The Interactive Market Place
Presented ByThe Media AuditThursday, October 26, 2000
The Media Audit A Syndicated Service of International Demographics,Inc.
Local TV Station.com’s
The Competitive ChallengeFor Local TV Station Web Sites
The Media Audit A Syndicated Service of International Demographics,Inc.
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.
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.
The Market For Local Web Advertising Is Growing...
Local Web Share Of Online Advertising
24%
14%
0
10
20
30
1999 2003Source: Jupiter Communications
The Media Audit A Syndicated Service of International Demographics,Inc.
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.
National vs. LocalAdvertising Investments
Traditional Media Vs. Web Sites
14%
58%
86%
42%
0%
20%
40%
60%
80%
100%
Television Local Web Sites
Local
National
Source: TVB, Jupiter Communications
The Media Audit A Syndicated Service of International Demographics,Inc.
Time Spent Local Disproportionate To Dollars
Percent Of Time Vs. Dollars On Local Sites
14%
58%
0
10
20
30
40
50
60
70
Time Spent On Local Sites Dollars Spent On Local Sites
Source: Jupiter Communications
The Media Audit A Syndicated Service of International Demographics,Inc.
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.
The Media Audit . . .
Can Help You Meet This Challenge
The Media Audit A Syndicated Service of International Demographics,Inc.
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.
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.
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.
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.
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.
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.
Covers all sites, national and local. Meters measure unique visitors,
page views and click throughs. Nationally recognized and accepted
by advertising agencies.
Media Metrix, NetRatingsMethodology
The Media Audit A Syndicated Service of International Demographics,Inc.
Media Metrix, NetRatings Disadvantages 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.
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.
The Media Audit Local SalesPresentation Example . . .
“Using TheBostonChannel.com as the example.” (WCVB-TV)
The Media Audit A Syndicated Service of International Demographics,Inc.
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.
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.
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.
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.
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.
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.
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.
Add TheBostonChannel.com To WCVB-TV Late News…
Source: The Media Audit – Summer 2000 Boston Report
#1 with people planning to buy a new car during the next 12 months.
The Media Audit A Syndicated Service of International Demographics,Inc.
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.
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.
