FOX 50 Media Kit - FOX 50 Solutions
Transcription
FOX 50 Media Kit - FOX 50 Solutions
FOX 50 2016 Media Kit WRAZ Raleigh-Durham 1 A Look at Raleigh-Durham #1 U.S. City (Raleigh) Attracting The Most Families (Forbes, September 2014) #2 Most Educated City (Raleigh) In America (WalletHub, September 2014) #3 Best Up-And-Coming City (Raleigh) For Art & Culture (Women’s Health Magazine, September 2014) #4 Metro For Economic Growth (CityLab, September 2014) Area Wide Demographics Household Income $35k+ $50k+ $75k+ $100k+ $250k+ Median 69.6 49.6 33.5 19.3 0.9 $49,720 Home Value Median $173,214 Children Education Television HS Grad 29.6% Traditional Cable Some College 32.8% Telco Cable 46.2% 5.7% Yes 39.9% College Grad 16.8% Satellite 30.1% No 60.1% Post-Grad Degree 10.0% Over-the-Air 18.3% Scarborough Research 2015 Release 1 April 2014 – March 2015, Percent of Adults 18+ who watched TV in the past 7 days Variety of TV Sources FOX 50 Reaches Viewers Across All Sources Television Sources Number of Households (in 1000’s) Broadcast Only 12,674 12,023 52,585 Wired Cable 54,765 Telco 13,449 12,969 34,855 Satellite 34,413 Q2 2015 Cable subscriber numbers have declined Q2 2014 Satellite households have increased slightly Homes with over the air TV has increased Source: Nielsen Total Audience Report Q2 2015 Adults spend More Time With TV Compared to Any Other Medium You’ve seen the headlines: “Live TV Viewing Drops,” or even “The Smartphone Is Eating the Television.*” But the truth is, American adults still spend more time with Television than with any other medium! Time Spent With Media 4:07 Average Adult 18+ Per Day 1:49 1:11 0:51 0:28 Individuals spend nearly 120 hours per month watching TV. 0:08 0:13 0:22 0:10 DVR-time-shifted TV viewing accounts for only a small fraction of viewing. Source: Nielsen Total Audience Report Q3 2015 *Fortune magazine, 12/7/2015 Adults spend More Time With TV Compared to Any Other Medium Lower and upper-income adults still spend more time with TV than with all digital media combined. Percentage of Total Media Usage A18+ w/ HH Income < $50k Percentage of Total Media Usage A18+ w/HH Income $50k+ Digital Devices 22% TVConnected Devices 5% AM/FM Radio 21% Source: Nielsen Total Audience Report Q3 2015 Digital Devices 28% Traditional TV 45% Traditional TV 52% TVConnected Devices 5% AM/FM Radio 22% The Power of FOX 50’s Coverage Across the Triangle and Beyond 25th Television DMA 1,135,920 TV Households 2,173,328 Adults 18+ 56.7% of Adults are 18-49 25th TV DMA Raleigh-Durham - Fayetteville Covers: Raleigh-Durham Metro area Fayetteville Central North Carolina Parts of Virginia FOX 50 Audience Profile Reaching Key Demos Throughout the Triangle Sex Male Age 48% 52% Children Under 18 Yes 39.1% No 60.9% % of Viewers Female 52 54.8 48 48.7 50+ Median 25.6 Home Own 71.2% Rent 26.6% Other 2.2% 18-34 18-49 25-54 Scarborough Research 2015 Release 1 April 2014 – March 2015; Percent of Adults 18+ who watched FOX 50 in the past 7 days FOX 50 Audience Profile Reaching Key Demos Throughout the Triangle Income 18.8% $25-35k 11.5% $35-50k 19.3% $50-75k 16.9% $75k+ 33.4% Education <12th Grade 6.8% HS Grad 31.1% Some College 35.2% College Grad 17.5% Post-Grad Degree 9.3% Employment 45.7 41.8 % of Viewers <$25k 18.2 18.1 14.2 4.2 Full-Time Part-Time Student Retired White Collar Blue Collar Scarborough Research 2015 Release 1 April 2014 – March 2015; Percent of Adults 18+ who watched FOX 50 in the past 7 days FOX 50 Audience Profile Reaching Key Demos Throughout the Triangle Television Source % of Viewers 46.3 31.2 17.0 5.6 Cable: Traditional Cable: Telco Satellite Over the Air Scarborough Research 2015 Release 1 April 2014 – March 2015; Percent of Adults 18+ who watched FOX 50 in the past 7 days FOX 50 Reaches Your Target Audience Reach of TV Viewing Market Base Demographic Reach Education Demographic Reach Men 58% High School Degree 54% Women 49% Undergraduate Degree 55% White 55% Post-graduate Degree 49% Black/African-American 60% Economic Demographic Reach Hispanic 35% HH Income $75K+ 55% Other 44% HH Income $100K+ 51% HH with one or more children 52% HH Income $250K+ 55% Home Demographics Reach Certificate of Deposit 67% Homeowners 56% IRA (Individual Retirement Account) 57% 401K Plan 55% Market Value of Home $350-$499K 55% Economic Profile $500-750K 58% Mean HH Income $67,593 $750K+ 61% Mean Home Value $207,397 Scarborough Research 2015 Release 1 April 2014 – March 2015, Percent of Adults 18+ who watched FOX 50 in the past 7 days FOX 50 Reaches Your Target Audience Reach of TV Viewing Market Audience Purchases/Buying Plans Reach Plan to buy any new vehicle in the next 12 months (HHLD) 48% Plan to buy any used vehicle in the next 12 months (HHLD) 58% Plan to buy furniture in the next 12 months (HHLD) 60% Plan to buy a major appliance in the next 12 months (HHLD) 48% Plan to buy a primary house/condo in the next 12 months 58% Have had over $1,000 in home improvements in the past 12 months (HHLD) 63% Attended any professional sports event in the past 12 months 60% Occupation Reach Management, Business, and Financial 64% Professional and Related Occupations 52% Service 32% Sales and Office 58% Construction, Extraction, and Maintenance 63% Production, Transportation, and Material 58% Military Specific 35% Scarborough Research 2015 Release 1 April 2014 – March 2015, Percent of Adults 18+ who watched FOX 50 in the past 7 days Hit Shows That Keep Viewers Coming Back! As of 3/28/16 – subject to change without notice Program Schedule The Stadium Effect Reach More People on a Regular Basis If you could stand in front of a stadium full of people and tell them about your business for 30 seconds, how much would you pay? What would you say? What if you could reach more people on TV and on a regular basis? FOX 50 can reach more people than a stadium full of spectators Stadium Capacity Compared to Show Viewership (000s) 204.4 140.0 139.0 87.6 63.0 69.3 57.6 56.7 33.9 Charlotte Motor Speedway Kenan Memorial Stadium Carter-Finley Stadium Wallace Wade Stadium Empire American Idol Rosewood Family Feud Sources: Empire - Nielsen Feb’15; Rosewood – Nielsen Nov’15; All others: Nielsen Jan’16; A18+ 19.7 PNC Arena WRAL News at 10PM on FOX 50 Get Your Day Started With Us Associate Your Brand with the WRAL Morning News on FOX 50 Morning News Viewership Adults 25-54 1.4 0.5 WRAL News 7-9a FOX 50 WNCN News 6-7a WNCN WRAL’s Morning news on FOX 50 delivers a larger audience than the morning news on WNCN! NSI Raleigh-Durham January 2016 More Late News Viewers The Area’s Number 1 Primetime Newscast WRAL News at 10pm on FOX 50 delivers more viewers than the WLFL 10pm News. It also doubles the audience of the WNCN 11pm News. Late News Ratings A25-54 3.4 2.2 2.1 1.5 1.0 WRAL 11p WTVD 11p FOX 50 10p WNCN 11p WLFL 10p NSI Raleigh-Durham January 2016 Cheerful & Humorous Shows Entertaining Programs that Reach a Wide Cross-Section 17 FOX 50 Highly Competitive in Daytime Daytime Rtgs A25-54 WRAL/PRICE-RT 2-CBS/11:30a 2.0 WTVD/KELLY&MICHAEL/9a 1.8 WRAL/DR. PHIL/9a 1.8 WRAL/PRICE-RT 1-CBS/11a 1.7 FOX 50/FAMILY FEUD/9a 1.6 FOX 50/FAMILY FEUD B/930a 1.6 WTVD/RACHAEL RAY/10a 1.6 WTVD/VIEW-ABC/11a 1.3 FOX 50/WENDY WILLIAMS/10A 1.2 WRAL/DOCTORS/10A 1.2 WLFL/MAURY POVICH B/11A 1.0 WLFL/STEVE WILKOS/10A 0.9 WNCN/TODAY SHW2-NBC/9A 0.9 WNCN/TODAY SHW3-NBC/10A 0.6 FOX 50/ACCSS HLYWD LV/11A 0.5 WNCN/WNCN TDY-11AM 0.4 WRDC/JUDGE FAITH-1/1030A 0.4 WNCN/MY CAROLNA TDY/1130A NSI Raleigh-Durham January 2016 0.3 Steve Harvey Is Heating Up! Steve Harvey Show moved to 6pm and the ratings have risen by 57%! Higher Ratings mean more viewers, which means that more potential customers see your spot! The Steve Harvey Show A25-54 Ratings 1.1 0.7 Feb'15 5p Jan'16 6p NSI Raleigh-Durham January 2016 Family Feud Ratings Rise More Viewers Are Laughing at 7pm Family Feud moved to 7pm and has doubled the time period rating and delivered a +40% increase over Family Feud at 6p (Feb ‘15). The ever popular Steve Harvey hosts this family friendly program that many of your potential customers are watching. Doubled Ratings in Prime Access Ratings A25-54, M-F 7-8p 2.2 1.1 Sitcoms Feb'15 NSI Raleigh-Durham January 2016 Family Feud Jan16 Passionate Primetime Programming Popular Drama, Comedy, and Reality Shows 21 A Look at Prime Exciting, Dramatic, Humorous, and Thrilling – FOX Prime is heating up this Spring! Your customers are watching popular shows like Empire, Rosewood, So You Think You Can Dance, and Bones. FOX has added several great new shows American Grit and Houdini & Doyle - that they will surely watch. Rating Estimates HH A 18-49 A 25-54 W 18-49 W 25-54 M 18-49 M 25-54 American Grit 7.0 3.7 5.0 4.4 5.6 2.8 4.4 Houdini & Doyle 6.4 3.3 4.2 3.2 4.1 3.4 4.3 SYTYCD 3.7 2.1 2.5 2.2 3.0 2.0 2.0 Wayward Pines 4.7 2.6 2.8 2.4 2.4 2.9 3.2 Bones 3.8 1.5 1.9 2.0 2.4 1.0 1.3 2016 Political Advertising How Will Political Advertising Affect Raleigh-Durham? 2016 US & NC Races In 2016, Candidates and Political Action Committees are expected to spend large amounts of money on television advertising across North Carolina as voters cast ballots in several key races. US President US Senate US House of Rep. NC Governor NC Lt. Governor NC Attorney General Local/State Offices How Will Political Advertising Impact Me? Candidates and PACs buy mostly news. FOX 50 will be more likely to accommodate regular advertisers during political years because we air many high performing entertainment programs like Family Feud, Wendy Williams, and the Steve Harvey Show. 2016 Election Dates Primary: March 15 General: November 8 23 The Most Exciting Sports Viewers Turn to FOX 50 for the Most Thrilling Events 24 NFL on FOX 50 2016-2017 Season The excitement of the NFL returns to FOX 50 for the 2016-2017 season, and what a year it will be! We will be home to some of the top games of the year. Your potential customers will be watching exhilarating Carolina Panthers games, NFC post-season playoff games, and Super Bowl LI in Houston! FOX 50 NFL Preview Preseason 2 Double Header 9 International 1 Thanksgiving 1 Panthers 12 NFC Postseason 3 Divisional 1 Super Bowl 1 25 NASCAR on FOX 50 2016 Season Start your engines…all of the thrills and chills of NASCAR racing return to FOX 50 for the 2016 season! High Value customers watch great NASCAR events, including: Sprint Cup Races, Xfinity Series Races, Daytona 500, and the Charlotte Coca Cola 600. Plus, Jeff Gordon has joined the FOX Broadcast Team! NASCAR Viewer Median Household Income $65,622 $50,325 +30% Raleigh-Durham NASCAR Viewers The median household income of NASCAR viewers is $65,622 - which is over $15,000 higher than the Median HH income for the region. 26 MeTV 50.2 A Slice of Americana MeTV is a family-friendly station that airs timeless TV hits that appeal to Baby Boomers. Classic shows include Rifleman, Bonanza, M*A*S*H, Gilligan’s Island, Rawhide, Perry Mason, and more! MeTV delivers audiences that surpass many major cable networks. Age 18-49 31% 25-54 48% 50+ Weekly Reach A50+ 69% 10.5 Gender Male 11.3 11.5 11.8 11.9 12.4 13 13 13.3 13.4 57% Female 43% Home Ownership Own 64% Rent 35% Marital Status Single 32% Married 30% Divorced 14% Scarborough Research 2015 Release 1 April 2014 – March 2015, Percent of Adults 50+ who watched MeTV in the past 7 days As of 1/14/16 – subject to change without notice MeTV Program Schedule 28 Digital Marketing WRAL.com 240 Facebook WRAL WRALworks.com 25.5 118 181 A full list of products is available at: 300 250 200 150 100 50 0 82 Our portfolio of digital advertising and marketing products can help you with everything from native ads to reputation management. Social Media Followers (000s) 313 WRAL has the most powerful digital tools and the largest online presence in the market, which can give you direct access to a huge and highly valuable group of potential customers. Twitter WTVD WNCN WRAL.com Statistics Avg. Monthly Page Views 84 million Avg. Monthly Uniques 4.5 million Avg. Monthly Mobile App Page Views 17 million Avg. Monthly Mobile App Uniques 420K Registered Users 415K Avg. Time Spent on Site Per Day (per unique visitor) 16 minutes $84K Avg. HH Income Source: Social Followers as of 2/22/15. Adobe Site Catalyst (2015: minus Feb2015); Scarborough Survey (Release 2 Oct14-Sept15); Avg Time Spent on Site/Day is average of 90 days 73% Homeowners 64% HH Size 3 or More 29 HOLA North Carolina Connecting with the Hispanic and Latino Community HOLA North Carolina is a local bilingual lifestyle TV show that showcases the positive face of the Hispanic and Latino Community in our state. The program seeks to connect Hispanic and nonHispanic viewers with the Latino community, to learn about positive Latino accomplishments, and to educate viewers about Latino culture. This dynamic program has been recognized by Governor McCrory for “…strengthening communities across the region by providing a vital service and connecting citizens…” 30 A Community Partner FOX 50 is locally owned and operated by the Capitol Broadcasting Company, a leader in civic involvement and community engagement. FOX 50 and CBC have the distinct honor of receiving the National Association of Broadcaster’s Service to America Award in 2011 and 2015 – the only station group to ever win twice. FOX 50 prides itself on partnering with community service and nonprofit organizations to advance important local causes. 31 Market Research at Your Fingertips Delve into all aspects of your advertising campaign with FOX 50 Research. Whether you are looking for a breakdown of customer spending habits, programming viewership, competition breakdowns, or market reports, our Research Department can help provide you with the information you need to reach your target audience effectively. Programming Insights Strategic Planning Advertising Comparison Competition Breakdown Ratings and Estimates Post Reports Customer Breakdowns Sales Marketing Services Beyond On-Air Advertising To help businesses reach their target audience, Customized Contests/Events our Award-Winning Sales Marketing Team has Drive Foot Traffic developed a set of tools that go beyond Qualified Leads Television Advertising. FOX 50 can help you Appeal to Niche Audiences develop and manage a custom marketing Positive and Tailored Branding campaign that will increase the appeal of your Community Initiatives business and expand your customer base. Unique Content Sponsorships 33 Marketing Response Awareness to Action Bringing a new customer/viewer/fan through the marketing cycle takes time. The cycle is shorter for small ticket items or small decisions, longer for big ticket items or life changing decisions. Give FOX 50 time to bring a viewer through the Awareness, Interest, and Desire stage - and if your systems are in place to carry through the Action phase - you will see results. Response is generated through the following stages: Awareness Source: www.forbes.com/marketingoverview.com Interest Desire 34 Measuring Marketing Return On Investment Measuring ROI for any marketing campaign is an important way to ensure that your money is working for you. One of the best ways to measure advertising’s effectiveness is by comparing sales prior to, during, and after a campaign. But, depending on your campaign’s goal, it may be important to think outside of the box for the best ROI measurement indicator. In fact, analyzing several different indicators will help you truly grasp the impact of your advertising campaign. Increased Sales More Estimates New Referrals Increased Customer Visits New Appointments Increased Web Traffic Improved Client Satisfaction 35 Creative Production The FOX 50 Creative Services team is a multiple award-winning team of producers, directors, graphic artists, and videographers. We have created content for local and regional businesses, public service campaigns, specialized advertising campaigns, and more! Clients are invited to work with our team during each step of the process. Production Process What’s Your • Need? • Target? Goal Idea • Brainstorm • Develop Concept • Scripting • Find Talent & Location PreProduction Production • Filming • Graphics • Animation • Editing • Music • Voiceover PostProduction 36 Commercial Production FAQ Ad Development How do I decide what to advertise? How do I engage customers with my ad? How long will it take to make the spot? The first step to creating a commercial is to determine your target audience and what motivates them to patronize your business. To do this, your AE and Producer will ask you a series of questions. Once we know the WHAT and WHO, we will work together to figure out HOW. Together we will work to develop several approaches and pick the best one. It is smart to focus on no more than one or two sales offers and lead with your most in-demand item. We want to focus on engaging new customers and reminding current customers to return. Once they are in your store, you can make sure they know about all of your other products and services. How long it takes to produce your spot depends on its complexity. Many factors can prolong the production process, including: the number of actors, the number of locations, computer animation, and the weather. Once filming is complete and all other elements are in house, it takes approximately five business days to complete your spot. 37 Commercial Production FAQ Pre-Production Can I use the logo on my website? Graphic files created for websites are usually compressed and may not be of sufficient quality to enlarge and use for HDTV. Generally, any printing company you work with for developing signs, banners, and mailers will have a high quality logo. We prefer to work with EPS, PSD, PDF, or TIFF files. If you need assistance with creating a new logo, your AE can help begin the process. I have some footage that I’d like to use in the spot… I have some customers that I would like to be in the spot…. Let’s take a look at it. Depending on when and how it was shot, it might make sense to start over. We can accept commercials and/or footage on BetaSP, DVCpro, DVD, or via a web transfer service like Dropbox. What you send us may require edit time to convert to TV standards. If it does, we charge an hourly edit rate to complete the transfer. If your script calls for someone to speak on camera, we recommend using trained actors. Being in a commercial is harder than it looks! You want to portray the most professional image for your business. But, no two scripts are created equally. We will work with you to find the right talent based on your script. In any case, anyone appearing in the spot needs to sign our release form. 38 Commercial Production FAQ Production & Post Production What can I do to prepare my business for the shoot? You only get one chance to make a first impression, and we want it to be a good one. We all get accustomed to our work spaces. Take a moment to do a sweep of your business and tidy up to make sure the thousands of people that will be seeing your business for the first time are impressed. We also recommend alerting your staff so that they can dress appropriately, do their hair/make-up, and are prepared for potential interruptions. What should I wear? We want to display you and your business in the correct light. If you are a mechanic shop, it probably isn’t best to have everyone wearing tuxedos. Generally, we recommend wearing what you would wear on a normal day. The most typical garb are clean team polos/uniforms or button down shirts. Avoid outfits that are solid white or have a close check or line pattern. Can I put the spot up on my website? You should and you can! We recommend putting it up on your website and sharing it on your social media channels. This will help you engage your customers wherever they are. If you want us to help with that, let us know. Our digital team is (almost) as good as the Creative Services team. 39 Analyzing Your Advertising Wants & Needs Check 7 things that you’d like your advertising to do for you. Then double-check the 3 things your advertising MUST do for you. Sell product/services today Sell service today Explain customer focus Build store traffic Meet the competition Resolve doubts about company (PR) Build store image Create a new position Drive traffic to Homepage Educate consumers Promote new merchandise or Differentiate our business or product department Entrance position Generate new customers __________________________ Expand demographics __________________________ Use available co-op money Give directions (location) Promote competitive advantage Build brand awareness Support sales objectives Start people talking Make responsiveness known Influence target audience Move old inventory Promote the way you do business Promote innovation Increase name awareness Promote new store openings Announce new product or service Justify higher price Promote regular price merchandise Build employee morale __________________________ __________________________ __________________________ __________________________ STOP Using These Clichés Don’t miss out Factory-trained technicians We service what we sell All the names you know and trust Super Specials But wait, there’s more We will meet or beat any price And while you’re there Check out A select group of Don’t forget The friendly folks at Everyday low, low prices Friendly, knowledgeable sales staff Prices slashed to the bone We refuse to be undersold You’ll save big on Listen to this You heard right Conveniently located Now that spring is in the air Stop in soon Hurry in for the best selection The next time you’re in the mood For all your _________ needs Quality, selection, value Stretch your budget No one will call When they’re gone, they’re gone Just in time for… Price to move No obligation Fresh new arrivals We have to make room for… The boss is away Open to the public No cash, no problem Just right for your Budget No purchase necessary Come on in and say hi For all your automotive needs Home cooked meals We’ll put a smile on your face Just like grandma used to make When you’re in the market for…. When only the best will do Best selection in town Nobody sells for less And much, much more Grading Your Commercial Use the following point values to determine the effectiveness of your commercial. Scripts that score less than 70 points should not be used and should be re-written. Criteria Points Make an offer to sell something 25 Price the offer 25 Ask for a specific action 20 Add Urgency 15 Develop a theme or hook 15 Total Points Available 100 Your Commercial Points Make an offer to sell something ______ Price the offer ______ Ask for a specific action ______ Add Urgency ______ Develop a theme or hook ______ Total Points Available ______ Another Happy Customer Matthews Motors The Problem With so many used car dealerships in the area, Matthews Motors wanted to separate themselves from the competition and hold their position in a growing market. Location was a specific challenge, and they wanted to convey to potential car buyers that they are worth the drive. The Process The AE consults quarterly with Steve Matthews to discuss and exchange creative ideas for their next commercials based on several factors, including season, economy, and business strengths and challenges The Plan The ongoing plan is to continue with “out of the box” creative commercials, which enable Matthews Motors to stand out from the competition. Referrals are a significant part of their business. Excellent service, knowledgeable staff, and a longstanding history of trustworthiness will be a part of the marketing strategy. The Performance FOX 50 and Matthews Motors developed an ongoing campaign that was easily recognizable, offering the client a unique branding position in the market. The campaign stayed true to the theme of being “the walkin’ man’s friend.” The dealership had several record breaking months and was able to open a 2nd location in Goldsboro. “I have been doing business with FOX 50 for over six years [and] I have received nothing but superior service…I’ve had people tell me what a great job we do with our commercials. This is a tribute to FOX 50 and their ability to think outside the box!” -Steve Matthews, Matthews Motors We’re Your Marketing Solution 919-595-5050 fox50solutions.com 44