Media Kit

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Media Kit
Our Reach
Quick Facts:
Coverage

99% coverage

WTCI serves over 1
million people

Over 416,000
households

Reaches subscribers of all serviceprovides, including
Comcast, EPBfi and
Direct TV.
Audience Profile

45% have a College
Degree

22% Have a Postgraduate Degree

49% Earn $50,000
annually

27% Earn $75,000
annually


65% took an active
role in a local civic
issue
PBS Viewers are
discriminating in
their television
viewing
Our Viewers




Over 1 million viewers are served each week by WTCI
416,244 households
76 % have household incomes of $50,000 or greater
Almost 90 % support WTCI sponsors
Our Audience is...
Active
Civic Minded
Educated
Uniquely PBS
Affluent
Quick Facts:
The WTCI audience is...

30% more likely to
play a musical
instrument

23% more likely to
invest in real estate

39% more likely to
have a vacation or
weekend home

44% more likely to
attend live theater

44% more likely to
have a post
graduate degree

45% more likely to
have used financial
planning or money
management
counsel
MRI, 2010 Doublebase
Adults Age 35-64
Benefits:

Companies recognized as PBS sponsors are viewed as higher quality**

62% of PBS viewers say they are more likely to purchase PBS
sponsor’s products*

74% of viewers believe that PBS sponsors are committed to quality
and excellence.**
*Statistical Research, Inc. (SRI)
**Cone/Roper Worldwide: PBS Image Study
Quick Facts:
The WTCI audience is...

84% more likely to
own $150,000+ in
stocks

69% more likely to
be a member of
local government

46% more likely to
have used stock
rating services

37% more likely to
have a household
income of
$150,000+

89% more likely to
engage in furniture
refinishing
MRI, 2010 Doublebase
Adults Age 35-64
A Trusted Window To The World
PBS News and Public Affairs programming
is #1 in fairness and trust
Source: ORC Caravan March 2011
Quick Facts:
The WTCI audience is...

79% more likely to
participate in
classical music
performances

59% more likely to
be a part of
charitable
organizations

30% more likely to
participate in
canoeing/kayaking

32% more likely to
cook for fun
Non-cluttered Environment:
Messages Stand Out
Total Non-programming minutes per hour
MRI, 2010 Doublebase
Adults Age 35-64
Results: 74% of PBS viewers are able to
recall sponsoring companies
Source: Statistical Research, Inc. (SRI)
Quick Facts:
Sponsors
Our Sponsors Include:
212 Market Restaurant
Baker Donelson
Barnett & Company
BASF
Bessie Smith Cultural Center
Blood Assurance
Blue Cross
Brainerd Baptist School
Bright School
Chambliss, Bahner & Stophel
Chattanooga Area Visitor and
Convention Bureau
Chattanooga Theatre Centre
Colonial Pipeline
Comcast
Creative Discovery Museum
Dalton Utilities
Decosimo
EPB
First Volunteer Bank
GPS
Kelly Subaru
Lane Funeral Home
McConnell Foundation
McKay Used Books & CD’s
Ooltewah UMC
Patten & Patten
What Our Sponsors Say….
“Curious George is the cornerstone of our marketing for Pre-K. We’ve been
with WTCI for eight years now. Parents tell us when they interview that
they’ve seen us on air. The kids even recognize The Bright School Logo.”
-Brooke Moore, Director of Admissions, The Bright School
Payroll Professionals
Raymond James
Silverdale Baptist Academy
Southern Adventist University
St. Nicholas School
Tennessee Aquarium
Virginia College
Women’s Diagnostic Center
“By associating ourselves with a public television station that shares our
ideals, we are reaching new families that share them as well.”
-Ryan Kopet, Girls Preparatory School
“Through our sponsorship of ‘The A List with Alison Lebovitz,’ WTCI helps us
reach our core demographic – those more likely to use money management
counsel.”
-Warren Barnett, Barnett & Company
Quick Facts:
Moms Rule!

Over 40% of PBS
Kids Viewers are
adults over the age
of 18

76% of parents
watch at least half
the time with their
kids

79% of Children
ages 2-11 watch
PBS

PBS Kids is the #1
educational media
brand

85% of mothers
would purchase
products and
services from a
company that
sponsors PBS Kids,
all other things
being equal
PBS Kids Programming
PBS KIDS:
Highly Rated Among Parents
Source: NTI Oct. 10-11
PBS Kids
7.24
Playhouse Disney
6.52
Nick Jr.
6.52
Noggin
6.51
Disney Channel
Toon Disney
Tickle U
6.25
5.67
5.13
PBS KIDS Image Tracking Survey, Harris Interactive Market Research, September 2006, among parents with children ages 2-11.
Quick Facts:

Over the course of a
year 91% of all U.S.
Television
Households watch
PBS (Neilsen
NPower, 9/20/20109/18/2011)

WTCI can be viewed
in over 416,000
households

WTCI and PBS
programming spans
many genres
including: Drama,
Scientific and
Historic
Documentaries,
News and Public
Affairs, Arts and
Culture, and
Children
Iconic PBS Programming
Trusted and Honored

PBS won 33 Emmy Awards in 2012 (Daytime, Primetime and News & Documentary)

91% of all U.S. households watch PBS programming

PBS’s primetime audience is significantly larger than many of the commercial
channels frequently cited as competitors, including Bravo (PBS audience is 104%
larger), TLC (75%), Discovery Channel (70%), HGTV (58%), HBO (54%), A&E (36%),
and History Channel (6%). In addition, PBS’s primetime rating for news and public
affairs programming is 60% higher than that of CNN. (Nielsen NPower, 9/20/20109/18/2011)

PBS Newshour, Frontline, Washington Week, NOVA and Nightly Business Report
were (in that order) rated the most “credible” television sources that reach most
opinion leaders. (MRI Doublebase 2009)
WTCI Local Productions
Quick Facts:
WTCI original
productions:

Untamed Legacy:
America’s Wild
Mustang– Winner
of 3 Emmy Awards

From Lookout
Mountain to the
Valley Below: Our
National Park

The Ground
Beneath Us

Antiques Roadshow
Behind the Scenes

History Makers

Road to Riverbend–
Won Telly Award
and Pinnacle
Award, Emmy
nominated

Heroes from the
Valley– Emmy
nominated

In addition to
award winning
documentaries,
WTCI produces
four local shows

The A List With Alison Lebovitz
Host Alison Lebovitz engages in conversation with both local and national celebrities,
getting to know them one-on-one, up-close and personal.

First Things First with Julie Baumgardner
Host Julie Baumgardner explores ways families and couples can not only avoid crisis,
but thrive, by dealing with issues that strengthen our most precious resource, our
families.

Southern Accents
Host Karen Elliott discovers surprising people and places that make the south unique.
This multi-Emmy award nominated program is in its 20th year on WTCI.

Tennessee Insider
Exploring local area public affairs, host and moderator Greg Glover and our panel
of insiders discuss community related issues.