Advertising creates brand awareness.

Why Advertise?
Advertising creates brand awareness. People who’ve seen ads about your
product or service will recognize and remember your business when it comes time
to make buying decisions.
Advertising speeds up the buying cycle. Potential customers are more
receptive to advertised products, increasing the likelihood that they will open
mailings, read brochures, and listen to sales people.
Advertising increases conversions. Once prospective new customers are
aware of the benefits of your product or service, the chances they will switch to
your offering increase significantly.
Advertising boosts sales volumes. Every ad you run in the right place is like
having a sales force of tens of thousands of people strong knocking on the doors
of potential buyers.
Advertising enhances prestige. Businesses that advertise are seen as more
credible because of advertising’s power to build image, awareness, and
preferences.
Advertising is an investment in your business!
999 W. Sunshine, Springfield, MO 65807 | Ph. 417.268.3000 Fx. 417.268.3100
Why KY3?
•#1 NBC Affiliate in Top 100 Markets in the U.S.
•We cover 31 counties in S. W. Missouri & Northern Arkansas
•We have five nationally ranked news programs per day, Mon-Fri.
•Most combined anchor experience
•Only station with four meteorologists
•Only station to deliver local weekend morning news
AWARD WINNING TELEVISION
•Emmy Awards
•Best Newscast 2006
•Missouri Broadcasters
•Best Website 2009
•Best Weathercast 2008, 2007, 2005
•Feature Reporting 2008, 2007
•Complete Newscast 2009, 2008, 2007, 2006
•Spot News 2009, 2008, 2007, 2005
•Investigative Reporting 2008, 2006, 2005
•Children’s Programming 2009, 2008, 2006
•News Series 2008
•Public Affairs 2008
•Edward R. Murrow Awards
•Overall Excellence: KY3 News 2007
•Featured Reporting 2006
999 W. Sunshine, Springfield, MO 65807 | Ph. 417.268.3000 Fx. 417.268.3100
Coverage Map
Cable Penetration
May 2009
Market Rank #74
DMA Total Persons:
991,000
Total Households
427,100
DMA TV Households:
422,000
Metro TV Households:
173,960
DMA Cable Penetration:
31%
Metro Cable Penetration:
38%
DMA ADS Penetration:
50%
Metro ADS Penetration:
39%
Commercials on broadcast television are seen in
every TV household—those with antenna, cable,
and/or satellite.
Source: Nielsen Station Index May09
Media Reach
Commercials on broadcast television are seen in every TV household—those with antenna/converter box,
cable, and/or satellite. If you wanted to reach the entire DMA using cable you would have to purchase
insertable channels from all 18 cable providers.
Wired Cable
OnMedia
Satellite
Broadcast
105.0%
95.0%
85.0%
75.0%
65.0%
55.0%
45.0%
35.0%
25.0%
15.0%
May06
July06
Nov06
Feb07
May07
July07
Nov07
Feb08
Wired Cable
37.40%
36.70%
35.50%
32.70%
31.20%
31.10%
31.60%
32.40%
Satellite
41.60%
42%
43.20%
43.90%
46.30%
47.50%
50.40%
OnMedia
21.00%
20.70%
19.80%
17.90%
17.10%
16.80%
98%
98%
98%
98%
98%
98%
Broadcast
May08
July08
Nov08
31%
29.80%
28.90%
29.0%
31.0%
49.40%
49.10%
50.70%
51.00%
50.00%
50.00%
17.10%
17.30%
16.50%
15.80%
16.30%
16.4%
17.1%
98%
98%
98%
98%
99%
100%
100%
Mar09
May09
Source: TVB Research, Nielsen Station Index
999 W. Sunshine, Springfield, MO 65807 | Ph. 417.268.3000 Fx. 417.268.3100
Advertising: Broadcast Television
Springfield Area Broadcast Television
Demographic
Persons (in thousands)
% of total
Total persons
991,000
100%
Adults 18+
785,000
79%
Adults 18-49
434,000
44%
Adults 25-54
406,000
41%
Adults 35+
549,000
55%
Adults 50+
351,000
35%
Women 18-49
218,000
22%
Women 25-54
207,000
21%
Men 18-49
215,000
22%
Working Women
174,000
18%
Teenagers (12-17)
79,000
8%
Children (2-11)
128,000
13%
Hispanics
16,847
1.7%
Black
12,883
1.3%
Reach:
The term “reach” is used in broadcast advertising to indicate the number of different households or persons exposed to a
commercial campaign.
Frequency:
“Frequency” refers to the average number of times each home or viewer is reached or exposed to an advertiser’s
commercial within a given period of time.
Ratings:
Television households in the Metro/DMA area tuned to a specific station as a percent of the Metro/DMA area TV
households.
Source: Nielsen Media Research May09
999 W. Sunshine, Springfield, MO 65807 | Ph. 417.268.3000 Fx. 417.268.3100
KY3 3Q Programming
Monday
Tuesday
Wednesday
5:00AM
5:30AM
6:00AM
6:30AM
7:00AM
7:30AM
8:00AM
8:30AM
9:00AM
9:30AM
10:00AM
10:30AM
11:00AM
TODAY SHOW
TODAY SHOW III
U.S. FARM
REPORT
SATURDAY
TODAY
OZARKS TODAY
WEEKEND
SATURDAY
TODAY
PAID PROGRAM
PAID PROGRAM
HE CHOSE ME
LET BIBLE SPK
OZARKS TODAY
WEEKEND
CHILDREN'S
KY3 NEWS AT NOON
DEAL OR NO DEAL
SUNDAY TODAY
MEET THE
PRESS
DR. JOHN
HAGEE
PAID PROGRAM
J HANNA
ANIMAL ADV
PAID PROGRAM
TECH CLOSEUP
DAYS OF OUR LIVES
THE DOCTORS
VARIOUS
VARIOUS
DR. PHIL
OPRAH
KY3 NEWS AT FIVE
NBC NIGHTLY NEWS
KY3 NEWS AT SIX
WHEEL
MEDIUM
LAW & ORDER:
CI
DATELINE
WHEEL
WHEEL
GREAT
AMERICAN
ROAD TRIP
AMERICAS GOT
TALENT
LAW & ORDER
SVU
NBC NIGHTLY
KY3 NEWS SIX
WHEEL
EARL
LAW & ORDER (R)
AMERICAS GOT
TALENT
THE
PHILANTHROPIST
KY3 NEWS AT TEN
OFFICE
OFFICE
30 ROCK
WHEEL
WHEEL
CHOPPING
BLOCK
KINGS
DATELINE
THE LISTENER
TONIGHT SHOW
LAW & ORDER:
SVU (R)
LAW & ORDER:
(R)
KY3 NEWS TEN
SATURDAY
NIGHT LIVE
KY3 NEWS FIVE
NBC NIGHTLY
GREAT
AMERICAN
ROAD (R)
MERLIN
MOVIE
KY3 NEWS TEN
MASH
CSI: MIAMI
LATE NIGHT WITH JIMMY FALLON
CSI NEW YORK
LAST CALL WITH CARSON DALY
MASH
KY3 NEWS AT TEN REPEAT
KY3 MOVIE:
2:00AM
POKER AFTER DARK
2:30AM
3:00AM
3:30AM
Sunday
ELLEN
7:00PM
8:00PM
8:30PM
9:00PM
9:30PM
10:00PM
10:30PM
11:00PM
11:30PM
12:00AM
12:30AM
1:00AM
1:30AM
Saturday
TODAY SHOW II
12:00PM
12:30PM
1:00PM
1:30PM
2:00PM
2:30PM
3:00PM
3:30PM
4:00PM
4:30PM
5:00PM
5:30PM
6:00PM
7:30PM
Friday
KY3 OZARKS TODAY
11:30AM
6:30PM
Thursday
TONIGHT SHOW ALL NIGHT/ CONAN OBRIEN ALL NIGHT
4:00AM
EARLY TODAY
4:30AM
AG DAY
IN WINE
COUNTRY
MISSING
PAID
NEWS REPEAT
FEARLESS
MUSIC
BEAUTIFUL
HOMES
POKER AFTER
DARK RECAP
MEET THE
PRESS AN
STRIKE FORCE
EARLY TODAY
AM ATH
AG DAY
DATELINE
Springfield Market Information
Total DMA Population
991,000
Total Metro Area Population
420,020
Total Springfield Population
150,298
Growth Rate
2.4%
Springfield Metro Area Per Capita Income
$28,518
Springfield Metro Mean Household Income
$50,248
Missouri Minimum Wage
$7.05
White Ethnicity Rate
94.4%
Black Ethnicity Rate
1.8%
Hispanic Ethnicity Rate
1.7%
Average Age
34.9 years
Average Household Size
2.4 persons
Current Springfield Metro Area Workforce: 221,640
Annual Workforce Growth Rate: 2.7% Unemployment Rate: 4.6%
Top 5 Universities & Colleges
Missouri State University
19,175
Ozarks Technical Community College
9,381
Drury University
5,037
Evangel University
2,021
Southwest Baptist University-Bolivar
1,919
Springfield Retail Sales:
4,272,939,631
Metro Area (MSA):
5,956,314,292
Source: Bureau of Labor Statistics, Bureau of Economic Analysis, USDC Bureau of The Census 2000, U.S. Dept. of Labor 2009, Missouri Dept. of Revenue 2007,
Soaring Ratings
Early Morning (5-9am):
Access (6:30-7pm):
Station
HH RTG
RA25-54
RW25-54
RA18-49
Station
HH RTG
RA25-54
RW25-54
RA18-49
KY3
9.5
5.2
6.0
4.0
KY3
15.6
6.9
7.4
5.7
KSPR
1.2
0.8
0.9
0.7
KSPR
1.2
0.7
0.8
0.5
KOLR
1.8
1.2
1.5
1.2
KOLR
4.1
2.0
2.5
1.5
KSFX
0.3
0.2
0.2
0.2
KSFX
5.6
4.7
4.6
4.7
Daytime (9am-4pm):
NBC Prime (7-10pm):
Station
HH RTG
RA25-54
RW25-54
RA18-49
Station
HH RTG
RA25-54
RW25-54
RA18-49
KY3
4.9
2.0
2.7
1.6
KY3
5.8
4.1
4.4
3.6
KSPR
1.3
0.6
0.9
0.5
KSPR
4.5
3.1
4.0
2.9
KOLR
2.5
1.1
1.5
0.9
KOLR
8.9
5.8
6.5
4.9
KSFX
0.7
0.5
0.6
0.6
KSFX
5.8
4.4
4.6
4.3
Early Fringe (3-5pm):
Late News (10-10:35pm)*:
Station
HH RTG
RA25-54
RW25-54
RA18-49
Station
HH RTG
RA25-54
RW25-54
RA18-49
KY3
4.8
1.8
2.8
1.6
KY3
15.8
9.7
10.4
7.6
KSPR
1.6
0.5
0.6
0.5
KSPR
1.8
1.1
1.2
1.2
KOLR
3.0
1.0
1.2
0.7
KOLR
5.6
3.7
4.4
2.9
KSFX
1.6
1.2
1.1
1.6
KSFX
4.7
3.4
3.3
3.3
Early News (5-6:30pm):
Late Fringe (10:35pm-2am):
Station
HH RTG
RA25-54
RW25-54
RA18-49
Station
HH RTG
RA25-54
RW25-54
RA18-49
KY3
16.5
7.5
8.1
5.8
KY3
2.3
1.5
1.5
1.2
KSPR
2.4
0.8
0.9
0.7
KSPR
0.4
0.2
0.2
0.2
KOLR
4.9
2.3
2.6
1.9
KOLR
1.1
0.6
0.7
0.5
KSFX
1.9
1.6
1.8
2.0
KSFX
1.1
0.8
0.9
0.9
*9-10pm for KSFX
Source: Nielsen Media Research 4 Book Average ( Jul08, Nov08, Mar09, May09)
999 W. Sunshine, Springfield, MO 65807 | Ph. 417.268.3000 Fx. 417.268.3100
Soaring Viewership
Early Morning (5-9am):
In Thousands
Access (6:30-7pm):
In Thousands
Station
HH ‘000
A25-54
W25-54
A18-49
Station
HH ‘000
A25-54
W25-54
A18-49
KY3
40,000
21,000
12,400
17,100
KY3
65,300
27,800
15,300
24,700
KSPR
5,100
3,100
1,900
2,800
KSPR
5,100
2,800
1,600
2,400
KOLR
7,600
4,900
3,100
5,100
KOLR
17,100
8,200
5,200
6,400
KSFX
1,100
800
400
800
KSFX
23,400
18,800
9,500
20,500
Daytime (9am-4pm):
In Thousands
Station
HH ‘000
A25-54
W25-54
KY3
20,400
7,900
KSPR
5,500
KOLR
KSFX
NBC Prime (7-10pm):
In Thousands
A18-49
Station
HH ‘000
A25-54
W25-54
A18-49
5,500
6,900
KY3
66,300
16,500
9,100
15,600
2,200
1,900
2,100
KSPR
7,600
12,600
8,200
12,500
10,700
4,300
3,000
4,000
KOLR
23,700
23,700
13,300
21,000
3,000
2,000
1,200
2,800
KSFX
19,800
18,000
9,400
18,500
Early Fringe (3-5pm):
In Thousands
Station
HH ‘000
A25-54
W25-54
A18-49
Station
HH ‘000
A25-54
W25-54
A18-49
KY3
20,100
7,500
5,700
6,900
KY3
24,200
39,100
21,300
32,800
KSPR
6,600
2,200
1,200
2,000
KSPR
19,100
4,600
2,500
5,000
KOLR
12,500
3,900
2,400
3,100
KOLR
37,400
15,100
9,000
12,700
KSFX
6,700
4,700
2,200
6,900
KSFX
24,200
13,700
6,800
14,200
Early News (5-6:30pm):
Late News (10-10:35)*:
In Thousands
In Thousands
Late Fringe (10:35pm-2am):
In Thousands
Station
HH ‘000
A25-54
W25-54
A18-49
Station
HH ‘000
A25-54
W25-54
A18-49
KY3
69,100
30,200
16,600
24,900
KY3
9,700
5,900
3,100
5,100
KSPR
9,900
3,400
1,800
3,200
KSPR
1,600
900
500
800
KOLR
20,500
9,100
5,400
8,100
KOLR
4,600
2,600
1,400
2,300
KSFX
8,100
6,500
3,800
8,700
KSFX
4,400
3,400
1,800
3,700
*9-10pm for KSFX
Source: Nielsen Media Research 4 Book Average ( Jul08, Nov08, Mar09, May09)
999 W. Sunshine, Springfield, MO 65807 | Ph. 417.268.3000 Fx. 417.268.3100
Contact Us Today
Mike Scott
General Manager
417.268.3010
Mary Chalender
Director Of Sales
417.268.3036
Natalie Murphy
National Sales Manager
417.268.3052
Jodie Hursh
Regional Sales Manager
417.268.3030
Robert Felton
Local Sales Manager
417.268.3050
Christa Clemenson
Account Executive
417.268.3039
Mike Freeman
Account Executive
417.268.3054
Heather Ireland
Account Executive
417.268.3040
Amber Oppeau
Account Executive
417.268.3046
Charlie Runnels
Account Executive
417.268.3041
Jackie Woolsey
Account Executive
417.268.3058
Jo Hall
Sales Assistant
417.268.3034
Sarah Sorrick
Sales Assistant
417.268.3097
Joyce Dunn
Traffic Supervisor
417.268.3076
KY3 Switchboard
417.268.3000
Fax
417.268.3100
999 W. Sunshine, Springfield, MO 65807 | Ph. 417.268.3000 Fx. 417.268.3100