WBBJ The Station for Jackson, TN and Beyond 2010 Market Analysis Jackson, TN.

WBBJThe Station for Jackson, TN and Beyond

WBBJThe Station for Jackson, TN and Beyond

2010 Market Analysis2010 Market Analysis

Graves

Carroll

Madison Hende

rson

HardinMcNairyHardemanFayetteShelby

Tipton

Laud

erdale

Haywood

Crockett

Dyer

Obion

Weakley

Henry

Bent

onDe

catu

r

Wayne

Lewis

Hickman

Perry

Humph

reys

Houston

StewartMontgomery

Dickson

New MadridFulton

Hickman CallowayMiss-issippi

De Soto

Tate

Marshall Bent

on

Tippah

Alcorn

Prentiss

Tish

omin

go

Lauderdale

Colbert

Franklin

Cheste

r

Memphis

MO KY

MS

AL

TNGibson

Lake

Jackson, TN

The Jackson, TN DMA:An Overview

County WBBJ WJKT WBJKMadison 23.0 3.3 0.8Carroll 20.8 4.7 0.4Henderson 16.1 2.9 0.6Hardin 14.9 1.9 1.1Chester 16.9 1.4 0.3Gibson 17.9 3.2 0.1

2009 Sign/On-Sign-Off HH Share

Source: The Nielsen Company, 2009 NSI Diary County Coverage,U.S. Television Household Estimates, September 2009,Nov’09 NSI Jackson, TN

Graves

Carroll

Madison Hende

rson


Tipton

Laud

erdale

Haywood

Crockett

Dyer

Obion

Weakley

Henry

Bent

onDe

catu

r

Wayne

Lewis

Hickman

Perry

Humph

reys

Houston

StewartMontgomery

Dickson

New Madrid Fulton


De Soto

Tate

Marshall Bent

on

Tippah

Alcorn

Prentiss

Tish

omin

goLauderdale

Colbert

Franklin

Cheste

r

Memphis

MO KY

MS

AL

TNGibson

Lake

The Jackson, TN DMA is ranked 173rd by Nielsen, is comprised of 6 counties in Tennessee: Madison, Gibson, Chester, Carroll, Henderson and Hardin and contains 98,250 TV Households. Cable penetration in the market is 58%.

WBBJ achieves a 20 HH share in the DMA while WJKT achieves a 3 HH share and WBJK achieves a 1 share. As for the individual counties:

Source: 2007 SRDS Lifestyle Market Analysis

When It Comes Lifestyle Interests, Jackson, TN Ranks In The Top 50 In

Several Categories!

Activity U.S. Rank Index to U.S.

Entering Sweepstakes 3 138

Home Furnishing/Decorating 4 123

Bible/Devotional Reading 6 184

VCR Recording 13 112

Grandchildren 15 129

Our Nation’s Heritage 22 121

Current Affairs/Politics 26 116

Money Making Opportunities 35 116

Fine Art/Antiques 38 110

Self-Improvement 42 106

Improving Your Health 44 107

Fashion Clothing 44 107

Jackson, TN households are more likely to lead the following lifestyles:

Although Jackson, TN ranks 173rd in terms of DMA Households, it ranks higher in Per HH Total Retail Sales and in key sales per household categories.

Clothing & Accessory StoreSales Per Household

Rank: #59$1,612

Furniture & FurnishingStore Sales Per Household

Rank: #64$792

Building Materials &Garden Supplies

Sales Per HouseholdRank: #46$5,348

Major Household AppliancesSales Per Household

Rank: #147$332

*Includes Eating & Drinking Sales

Gasoline Service StationSales Per Household

Rank: #70$6,077

Health & Personal Care StoreSales Per Household

Rank: #35$2,610

Total Retail Sales*Per HouseholdRank: #117$37,018

Drugs, Health &Beauty Aids

Sales Per HouseholdRank: #79$3,317

General Merchandise StoreSales Per Household

Rank: #79$5,922

Liquor, Wine & BeerSales Per Household

Rank: #155$556

Flooring & Floor CoveringSales Per Household

Rank: #81$329

Eating & Drinking PlaceSales Per Household

Rank: #68$3,746

Furniture & Sleep EquipmentSales Per Household

Rank: #87$614

FootwareSales Per Household

Rank: #70$452

Motor Vehicle & Parts StoreSales Per Household

Rank: #100$5,768

Department StoreSales Per Household

Rank: #129$2,053

Men’s & Boy’s ClothingSales Per Household

Rank: #82$720

Women’s & Girl’s ClothingSales Per Household

Rank: #68$1,491

Source: 2009 Claritas

Category Number U.S. Rank

Cotton (acres) 112,914 25

Soybeans for Beans (acres) 162,219 65

Corn for Grain (acres) 155,162 74

Jackson, TN Agriculture

Jackson, TN is among the top 75 agricultural markets in Cotton, Soybeans for Beans and Corn for Grain.

Source: 2007 U.S. Census of Agriculture; Katz Agricultural Rankings 2009-2010

A Station Overview

WBBJ, an ABC affiliate, has been a Jackson, TN commercial broadcast station for over 50 years. On March 5 1955, the station signed on as WDXI and then on January 1, 1966, ownership changed and the call letters became WBBJ. WBBJ has been an ABC affiliate since February 1, 1967. WBBJ is West Tennessee’s first news source. WJKT, a FOX station, only airs one newscast each day at 9PM. The broadcast originates from their sister station in Memphis and contains no Jackson/local content.

Source: 2010 TV FactbookWBBJ.comThe Nielsen Company, 2009 NSI Diary County Coverage

ABC programming from Memphis is blocked due to network non-duplication protection. WBBJ’s syndicated product is also protected by syndex rules.

WBBJ-DT Coverage

Carroll

Madison

Hende

rson


Tipton

Laud

erdale

Haywood

Crockett

Dyer

Obion WeakleyHenry

Bent

on

Wayne Lawrence

Lewis

Hickman

Perry

Humph

reys

Houston

StewartMontgomery

Dickson

Mississippi

Crittenden

Clay

Dunk

in

Pemiscot

New Madrid

Stoddard

ButlerFulton

Hickman Graves Calloway

MarshallTrigg

Miss-issippi

Scott

Tunica

De Soto

Tate

Marshall Bent

on

Tippah

Alcorn

Prentiss

Tish

omin

go

Union

Lauderdale

Colbert

Franklin

Lawrence

Giles

Maury

Williams

Dav

Chea

tham

Robertson

ToddChristianCarlisle

Lake

Cheste

r

Deca

tur

Memphis

MO

MS

AR

TN

AL

DMA

Gibson

WBBJ DTV Signal

WBBJ Is Granted A Market Modification By

The FCCMarket Modification

In 2008, the Federal Communications Commission (FCC) granted WBBJ/ABC 7 a market modification to legally serve 24 additional communities, along with their own six county DMA. In May 2010,

The FCC granted an additional seven communities in Kentucky and Mississippi for a total of 31 additional communities. WBBJ is now considered a cable must carry in 13 Nashville DMA communities,

Seven Memphis DMA communities, nine Paducah/Cape/Harrisburg DMA communities and two Columbus/Tupelo/West Point DMA communities are included in the market modification. It was granted due to WBBJ’s strong share of viewership and community involvement with the 31 communities. WBBJ did not take these communities from their respective DMA’s, but was given the right to co-exist with the stations licensed to those communities. WBBJ is the only local news station between Memphis and Nashville, Paducah, KY and Tupelo, MS.

The communities in the Nashville DMA are: Camden (Benton County), Parsons, Perryville and Scotts Hill (Decatur County), Henry, Paris, Cottage Grove and Puryear (Henry County), Linden and Lobelville (Perry County), Clifton, Collinwood and Waynesboro (Wayne County).

The communities in the Memphis DMA are: Corinth (Alcorn County, Mississippi), Alamo (Crockett County), Dyersburg and Newbern (Dyer County), Bolivar (Hardeman County), Brownsville (Haywood County) and Selmer (McNairy County).

The communities in the Paducah/Cape/Harrisburg DMA are: Tiptonville (Lake County), Union City (Obion County), Dresden and Martin (Weakly County), Hazel and Murray KY (Calloway County), Mayfield KY (Graves County), Hickman and Fulton KY (Fulton County).

The communities in the Columbus/Tupelo/West Point DMA are: Burnsville and Iuka MS (Tishomingo County).

WBBJ IsJackson, TN’sMost Viewed

Station

WBBJ IsJackson, TN’sMost Viewed

Station

Source: The Nielsen Company, 2009 NSI Diary County Coverage

S/O-S/O Mon-Sun 7AM-1AM

WBBJ %Overachiev.

1900%

567%

1900%

567%

201

3

Daytime Mon-Fri 9AM-3PM

**

633%

**

633%

220

3

WBBJ %Overachiev.

*WBJK and WJKT do not air local news at 5PM, 6PM or 10PM.**Cannot be determined.

Early Fringe Mon-Fri 3-5PM

2000%

425%

2000%

425%

211

4

ABC

CW

FOX

WBBJ

WBJK

WJKT

ABC

CW

FOX

WBBJ

WBJK

WJKT

ABC

CW

FOX

WBBJ

WBJK

WJKT

Access Mon-Sun 6:30-7PM

3100%

1500%

3100%

1500%

3212

ABC

CW

FOX

WBBJ

WBJK

WJKT

4-4:30PM

2100%

340%

2100%

340%

221

5

ABC

CW

FOX

WBBJ

WBJK

WJKT

4:30-5PM

2100%

340%

2100%

340%

221

5

ABC

CW

FOX

WBBJ

WBJK

WJKT

Prime Mon-Sat 7-10PM/Sun 6-10PM

1200%

225%

1200%

225%

131

4

ABC

CW

FOX

WBBJ

WBJK

WJKT

Early News* Mon-Fri 5-5:30PM

**

1750%

**

1750%

3702

ABC

CW

FOX

WBBJ

WBJK

WJKT

Late Fringe Mon-Fri 10:30PM-12M

**

350%

**

350%

180

4

ABC

CW

FOX

WBBJ

WBJK

WJKT

Early News* Mon-Fri 6-6:30PM

3400%

1650%

3400%

1650%

3512

ABC

CW

FOX

WBBJ

WBJK

WJKT

Fringe Mon-Fri 5-6:30PM

**

1700%

**

1700%

3602

ABC

CW

FOX

WBBJ

WBJK

WJKT

Late News* Mon-Fri 10-10:35PM

**

1000%

**

1000%

3303

ABC

CW

FOX

WBBJ

WBJK

WJKT

WBBJ Is #1 In Every Daypart

2009 DMA HH Shares2009 DMA HH Shares

WBBJ: Jackson, TN’s Most Viewed Station

Warning: Don’t Buy Memphis To Cover Jackson, TN!

Daytime

1000%1000% 175%175% 450%450%1000%1000%2100%

*Early Fringe

2000%2000% 200%200% 600%600%

600%600%* * * *

Early News (5PM)

3600%3600% 517%517% 640%640%1750%1750%

****

*Cannot be calculated


2

37

120

2

37

120

Sign-On/Sign-Off

WBBJWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT

WBBJ% Advantage

1900%1900% 186%186% 567%567% 900%900%

****

24

82

22

24

82

22WBBJWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT

33

71

21

33

71


25

61

37

25

61


00

00

10

00


Access

3100%540%540%3100%

**

3100%540%540%3100%

**

Prime

1200% 86% 333% 1200%

**

1200% 86% 333% 1200%

**

Late News

3200%371%725%3200%

**

3200%371%725%3200%

**

*Cannot be calculatedSource: The Nielsen Company, 2009 NSI Diary County Coverage

Early News (6PM) WBBJ% Advantage

3400%3400% 775%775%775%775%3400%3400%

****

Late Fringe

144

135

144

135WBBJ

WPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT

155

132

155

132WBBJ


13

71

13

13

71


47

133

47

133WBBJ


WBBJWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT

00

1

00

00

00

*260%350%1700%

**

*260%350%1700%

**


45

018

45

018

00

1

WBBJ Reaches More Households Than The Jackson

Sun

Nov’09 WBBJ Television Households (M-Su/5A-2A) 97,000Net Weekly Circulation

Newspaper Average Daily Circulation(for 6 months ending 3/31/2010) SundayJackson Sun* 32,359

WBBJTV Households

WBBJ Gets Into More Living RoomsThan The Local Newspaper

Source: The Nielsen Company, Nov’09 NSI Jackson, TN3/31/10 Audit Bureau of Circulations FAS-FAX Report

97,000

Jackson SunSunday

32,359

*Circulation includes both home delivery, mail and single copy newsstand sales

WBBJ Reaches More Households Than Cable In The

Jackson, TN DMA

WBBJ Net-Weekly Cume (M-Su 5A-2A) 97,000

Nov’09Television Households

Cable Subscribers – DMA Total 57,260Charter Media – Jackson, TN (DMA’s largest Interconnect) 34,620

WBBJTV Households

DMA Cable TVHouseholds

WBBJ Is The WiseChoice Over Cable

Source: The Nielsen Company, Nov’09 NSI Jackson, TN

97,000

57,26034,620

Charter MediaSubscribers

LookAt WBBJ's Strength

Outside Of The DMA!

WBBJ: Reaches Viewers In Bonus Counties

WBBJ achieves at least a 15 cume in 12 outside counties surrounding the Jackson, TN DMA and is the #1 ABC affiliate in 8 counties of those counties.

Alcorn MS Memphis #1 ABC 15,010 28%

Crockett TN Memphis #1 ABC 5,470 40%

Dyer TN Memphis #1 ABC 14,850 35%

Hardeman TN Memphis #1 ABC 9,520 19%

Haywood TN Memphis 7,420 28%

McNairy TN Memphis #1 ABC 10,650 39%

Lake TN Paducah-Cape Girardeau-Harrisburg 2,080 33%

Obion TN Paducah-Cape Girardeau-Harrisburg #1 ABC 12,920 34%

Weakley TN Paducah-Cape Girardeau-Harrisburg #1 ABC 13,410 40%

Benton TN Nashville 6,790 15%

Decatur TN Nashville #1 ABC 4,630 37%

Henry TN Nashville 13,420 25%

Total Bonus TV Households: 116,170 31%

#1 ABC Affiliate County State DMA By HH Share Total TV HH Cume

Source: The Nielsen Company, 2009 NSI Diary County Coverage,U.S. Television Household Estimates, September 2009

2009 DMA Sign-On/Sign-Off HH Weekly Cume*2009 DMA Sign-On/Sign-Off HH Weekly Cume*

WBBJ: #1 In News In Decatur County In The

Nashville DMA!


Early News (6PM)WBBJ

% Advantage

155%155% 1300%1300% 40%40%

WBBJWKRN ABCWTVF CBSWSMV NBC 20

11

28

20

11

28

2

2009 Decatur County HH Shares2009 Decatur County HH Shares

WBBJ: #1 In News InCrockett County In The

Memphis DMA!


6

94

22

6

94

22

Early News (6PM)

WBBJWPTY ABCWREG CBSWMC NBC

WBBJ% Advantage

450%450% 144%144% 267%267%

2009 Crockett County HH Shares2009 Crockett County HH Shares

6

1

22

6

1

22


% Advantage

2100%2100% 120%120% 267%267%

10


9

14

34

9

14

34

Late News (10PM)WBBJ

% Advantage

580%580%143%143% 278%278%

5


WBBJ: #1 In News InMcNairy County In The Memphis

DMA!


Early News (6PM)


WBBJ% Advantage

1800%1800% 12%12% 27%27%

2009 McNairy County HH Shares2009 McNairy County HH Shares

15

021

15

021


% Advantage

** 40%40% 40%40%

15


15

1

19

15

1

19

17

*Cannot be calculated

WBBJ has a substantial reach in 12 outside counties surrounding the Jackson, TN WBBJ has a substantial reach in 12 outside counties surrounding the Jackson, TN DMA.DMA.

Rank Market TV Households127 La Crosse-Eau Claire

214,820

* WBBJ ASI214,420

128 Columbus, GA213,880

129 Corpus Christi199,560

130 Chico-Redding197,970

131 Amarillo 192,490

Source: The Nielsen Company, 2009 NSI Diary County Coverage,U.S. Television Household Estimates, September 2009

When these 12 neighboring counties are added to the Jackson, TN DMA, a WBBJ Area of Station Influence (ASI) is created in which the coverage is equivalent to a Nielsen TV Households rank of 128th.

Jackson, TN DMA

12 bordering DMA counties where WBBJ achieves at least a 15 Net Weekly Cume totaling 116,170 TV HHs.

WBBJ : Covering The Jackson, TN and Beyond

Graves

Carroll

Madison Hende

rson


Tipton

Laud

erdale

Haywood

Crockett

Dyer

Obion

Weakley

Henry

Bent

onDe

catu

r

Wayne

Lewis

Hickman

Perry

Humph

reys

Houston

StewartMontgomery

Dickson

New MadridFulton


De Soto

Tate

Marshall Bent

on

Tippah

Alcorn

Prentiss

Tish

omin

go

Lauderdale

Colbert

Franklin

Cheste

r

Memphis

MO KY

MS

AL

TNGibson

Lake

The WBBJ ASI Increases the Market’s Buying Power In Every

Major Category

% Increase

Effective Buying Income (000)

109%109%$4,117,580

$8,609,248

Jackson, TN WBBJ ASI

Total Retail Sales* (000)

101%101%$3,649,613

$7,332,350

Food Store Sales (000)

106%106%$297,782

$613,482

Grocery Store Sales (000)

108%108%$278,919

$580,424

TV Households

118%118%98,250

214,420

2008 Retail Categories2008 Retail Categories

Source: 2009 Claritas;The Nielsen Company, U.S. Television Household Estimates, September 2009

Apparel Store Sales (000)

69%69%$158,926

$268,663

Furniture, Home Furnishing & Appliance Store Sales (000)

72%72%$128,849

$222,204

Department Store Sales (000)

70%70%$202,384

$344,027

Eating & Drinking Place Sales (000)

69%69%

General Merchandise Store Sales (000)

98%98%$583,863

$1,154,460

$369,275

$624,503

*Includes Eating & Drinking Place Sales

% Increase


Major Category




Furniture & Home Furnishing Store Sales (000)

45%45%$78,062

$113,542

Automotive Dealer Sales (000)

93%93%$568,654

$1,096,007

Gasoline Service Station Sales (000)

126%126%$599,151

$1,353,006

Building Materials Store Sales (000)

87%87%

Drug Store Sales (000)

133%133%$257,347

$599,417

$527,221

$985,556

% Increase


Major Category




Why Buy WBBJ?

For Coverage Inside and Outside of

Jackson, TN the Obvious Choice is:

For Coverage Inside and Outside of

Jackson, TN the Obvious Choice is:

Jackson, TN has a per household Total Retail Sales of $37,018, making it the 117th ranked DMA in the U.S.

Jackson, TN is among the top 75 agricultural markets in Cotton, Soybeans for Beans and Corn for Grain.

WBBJ is the only station that efficiently and effectively covers the Jackson, TN DMA.

Buying Memphis does not cover Jackson, TN DMA!

WBBJ reaches more households than newspapers or cable.

WBBJ reaches into 12 outside counties in the Memphis, Nashville and Paducah-Cape Girardeau-Harrisburg DMAs which total 116,170 Television Households, creating a WBBJ’s Area of Station Influence (ASI).

This ASI greatly increases the Jackson, TN DMA in terms of Effective Buying Income, Total Retail Sales and other key economic figures.

Prepared & Issued ByPrepared & Issued ByContinental TV Sales ResearchContinental TV Sales Research

June 2010June 2010

ED-Plm/DTP/WBBJ/2010 Market Analysis

All data herein from all sources should be considered to be copyrighted and proprietary to that service and is licensed to be used by Continental TV Sales. Any other use may infringe on the owners copyright and may not be used unless permitted by the copyright holder.

WBBJ The Station for Jackson, TN and Beyond 2010 Market Analysis Jackson, TN.

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