2009 Market Analysis

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  • 1. WBBJ-TV The Power Of Television Jackson, TN Jackson, TN: Boom-Town, USA 2009 Market Analysis Graves Carroll Madison Henderson Hardin McNairy Hardeman Fayette Shelby Tipton Lauderdale Haywood Crockett Dyer Obion Weakley Henry Benton Decatur Lewis Hickman Perry Humphreys Houston Stewart Montgomery Dickson New Madrid Fulton Hickman Miss- issippi De Soto Tate Marshall Benton Tippah Alcorn Prentiss Tishomingo Lauderdale Colbert Franklin Chester Memphis MO KY MS AL TN Jackson Wayne Calloway Gibson Lake
  • 2. The Jackson, TN DMA: An Overview
    • 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 98,050 TV Households. Cable penetration in the market is 61%.
    • WBBJ-TV achieves a 21 HH share in the DMA while WJKT achieves a 3 HH share and WBJK achieves a 1 share. As for the individual counties:
    County WBBJ-TV WJKT WBJK Madison 22.2 4.2 0.9 Carroll 25.1 3.6 0.3 Henderson 20.4 3.6 0.5 Hardin 18.2 1.6 0.6 Chester 19.2 1.6 0.2 Gibson 18.4 2.7 0.0 2008 Sign/On-Sign-Off HH Share Source: The Nielsen Company, 2008 NSI Diary County Coverage, U.S. Television Household Estimates, September 2008, Nov’08 NSI Jackson, TN Graves Carroll Madison Henderson Hardin McNairy Hardeman Fayette Shelby Tipton Lauderdale Haywood Crockett Dyer Obion Weakley Henry Benton Decatur Lewis Hickman Perry Humphreys Houston Stewart Montgomery Dickson New Madrid Fulton Hickman Miss- issippi De Soto Tate Marshall Benton Tippah Alcorn Prentiss Tishomingo Lauderdale Colbert Franklin Chester Memphis MO KY MS AL TN Jackson Wayne Calloway Gibson Lake
  • 3. When It Comes Lifestyle Interests, Jackson, TN Ranks In The Top 50 In Several Categories! Source: 2007 SRDS Lifestyle Market Analysis 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:
  • 4. 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 Store Sales Per Household Rank: #74 $1,625 Food & Beverage Store Sales Per Household Rank: #150 $3,772 Furniture & Furnishing Store Sales Per Household Rank: #38 $1,204 Building Materials & Garden Supplies Sales Per Household Rank: #58 $5,593 Furniture, Home Furnishings & Appliance Store Sales Per Household Rank: #55 $2,033 Grocery & Other Food Sales Per Household Rank: #86 $6,018 Major Household Appliances Sales Per Household Rank: #67 $336 *Includes Eating & Drinking Sales Gasoline Service Station Sales Per Household Rank: #71 $6,167 Health & Personal Care Store Sales Per Household Rank: #31 $2,655 Total Retail Sales* Per Household Rank: #71 $43,877 Drugs, Health & Beauty Aids Sales Per Household Rank: #36 $3,134 General Merchandise Store Sales Per Household Rank: #30 $7,406 Liquor, Wine & Beer Sales Per Household Rank: #81 $702 Flooring & Floor Covering Sales Per Household Rank: #54 $344 Eating & Drinking Place Sales Per Household Rank: #130 $3,298 Furniture & Sleep Equipment Sales Per Household Rank: #41 $800 Footware Sales Per Household Rank: #38 $668 Motor Vehicle & Parts Store Sales Per Household Rank: #52 $8,717 Department Store Sales Per Household Rank: #94 $2,390 Men’s & Boy’s Clothing Sales Per Household Rank: #75 $931 Women’s & Girl’s Clothing Sales Per Household Rank: #73 $1,596 Source: 2008 Demographics USA (County Edition)
  • 5. Category Number U.S. Rank Cotton (acres) 107,242 31 Sweet Potatoes (100 weight) 720 44 Soybeans for beans (bushels) 6,135,554 57 Sorghum for Grain (bushels) 108,350 58 Corn for Grain (bushels) 12,544,433 67 Jackson, TN Agriculture Jackson, TN is a top 75 agricultural market. Source: 2002 U.S. Census of Agriculture; 2008-2009 Katz Agricultural Rankings
  • 6. A Station Overview WBBJ-TV, 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-TV. WBBJ-TV 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: 2009 TV Factbook WBBJ.com The Nielsen Company, 2008 NSI Diary County Coverage ABC programming from Memphis is blocked due to network non-duplication protection. WBBJ-TV’s syndicated product is also protected by syndex rules. WBBJ-DT Coverage Carroll Madison Henderson Hardin McNairy Hardeman Fayette Shelby Tipton Lauderdale Haywood Crockett Dyer Obion Weakley Henry Benton Wayne Lawrence Lewis Hickman Perry Humphreys Houston Stewart Montgomery Dickson Mississippi Crittenden Clay Dunkin Pemiscot New Madrid Stoddard Butler Fulton Hickman Graves Calloway Marshall Trigg Miss- issippi Scott Tunica De Soto Tate Marshall Benton Tippah Alcorn Prentiss Tishomingo Union Lauderdale Colbert Franklin Lawrence Giles Maury Williams Dav Cheatham Robertson Todd Christian Carlisle Lake Chester Decatur Memphis MO MS AR TN AL DMA Jackson Gibson WBBJ DTV Signal
  • 7. WBBJ Is Granted A Market Modification By The FCC Market 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. WBBJ is now considered a cable must-carry in 13 Nashville DMA communities, 7 Memphis DMA communities and 4 Paducah/Cape/Harrisburg DMA communities. The market modification was granted due to WBBJ’s strong share of viewership and community involvement within the 24 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.
  • 8. WBBJ-TV Is Jackson, TN’s Most Viewed Station
  • 9. WBBJ-TV Is #1 In Every Daypart 2008 DMA HH Shares Source: The Nielsen Company, 2008 NSI Diary County Coverage S/O-S/O Mon-Sun 7AM-1AM WBBJ % Overachiev. 2000% 600% 21 1 3 Daytime Mon-Fri 9AM-3PM ** 500% 24 0 4 WBBJ % Overachiev. *WBJK and WJKT do not air local news at 5PM, 6PM or 10PM. **Cannot be determined. Early Fringe Mon-Fri 3-5PM 2400% 525% 25 1 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 3300% 3300% 34 1 1 ABC CW FOX WBBJ WBJK WJKT 4-4:30PM 2500% 767% 26 1 3 ABC CW FOX WBBJ WBJK WJKT 4:30-5PM ** 550% 26 0 4 ABC CW FOX WBBJ WBJK WJKT Early News* Mon-Fri 5-5:30PM ** 3600% 37 0 1 ABC CW FOX WBBJ WBJK WJKT Late Fringe Mon-Fri 10:30PM-12M 1700% 800% 18 1 2 ABC CW FOX WBBJ WBJK WJKT Prime Mon-Sat 7-10PM/Sun 6-10PM 1300% 180% 14 1 5 ABC CW FOX WBBJ WBJK WJKT Early News* Mon-Fri 6-6:30PM 3500% 3500% 36 1 1 ABC CW FOX WBBJ WBJK WJKT Fringe Mon-Fri 5-6:30PM ** 3600% 37 0 1 ABC CW FOX WBBJ WBJK WJKT Late News* Mon-Fri 10-10:35PM ** 3400% 35 0 1 ABC CW FOX WBBJ WBJK WJKT
  • 10. WBBJ-TV: Jackson, TN’s Most Viewed Station Warning: Don’t Buy Memphis To Cover Jackson, TN! Daytime 1100% 200% 700% 1100% * * Early Fringe 2400% 317% 400% 733% * * Early News (5PM) 3600% 517% 640% 3600% * * *Cannot be calculated Source: The Nielsen Company, 2008 NSI Diary County Coverage Sign-On/Sign-Off WBBJ-TV WPTY ABC WREG CBS WMC NBC WHBQ FOX WLMT CW WPXX MNT WBBJ-TV % Advantage 2000% 250% 600% 950% * * 2008 DMA HH Shares WBBJ-TV WPTY ABC WREG CBS WMC NBC WHBQ FOX WLMT CW WPXX MNT WBBJ-TV WPTY ABC WREG CBS WMC NBC WHBQ FOX WLMT CW WPXX MNT WBBJ-TV WPTY ABC WREG CBS WMC NBC WHBQ FOX WLMT CW WPXX MNT 0 0 0 0 0 0 0 0
  • 11. Access 3300% 580% 580% 3300% * * Prime 1300% 100% 367% 600% * * Late News 3400% 400% 600% * * * *Cannot be calculated Source: The Nielsen Company, 2008 NSI Diary County Coverage Early News (6PM) WBBJ-TV % Advantage 3500% 620% 800% 3500% * * 2008 DMA HH Shares Late Fringe WBBJ-TV WPTY ABC WREG CBS WMC NBC WHBQ FOX WLMT CW WPXX MNT WBBJ-TV WPTY ABC WREG CBS WMC NBC WHBQ FOX WLMT CW WPXX MNT WBBJ-TV WPTY ABC WREG CBS WMC NBC WHBQ FOX WLMT CW WPXX MNT WBBJ-TV WPTY ABC WREG CBS WMC NBC WHBQ FOX WLMT CW WPXX MNT WBBJ-TV WPTY ABC WREG CBS WMC NBC WHBQ FOX WLMT CW WPXX MNT 0 0 0 0 0 0 0 0 0 0 1700% 200% 350% 1700% 1700% *
  • 12. WBBJ-TV Reaches More Households Than The Jackson Sun Nov’08 WBBJ-TV Television Households (M-Su/5A-2A) 104,000 Net Weekly Circulation Newspaper Average Daily Circulation (for 6 months ending 9/30/2008) Sunday Jackson Sun* 35,570 WBBJ-TV TV Households WBBJ-TV Gets Into More Living Rooms Than The Local Newspaper Source: The Nielsen Company, Nov’08 NSI Jackson, TN 9/30/08 Audit Bureau of Circulations FAS-FAX Report 104,000 Jackson Sun Sunday 35,570 *Circulation includes both home delivery, mail and single copy newsstand sales
  • 13. WBBJ-TV Reaches More Households Than Cable In The Jackson, TN DMA WBBJ-TV Net-Weekly Cume (M-Su 5A-2A) 104,000 Nov’08 Television Households Cable Subscribers – DMA Total 59,770 Charter Media – Jackson, TN (DMA’s largest Interconnect) 38,800 WBBJ-TV TV Households DMA Cable TV Households WBBJ-TV Is The Wise Choice Over Cable Source: The Nielsen Company, Nov’08 NSI Jackson, TN 104,000 59,770 38,800 Charter Media Subscribers
  • 14. Let’s take a look at WBBJ-TV’s strength outside of the DMA . . .
  • 15. : Reaches Viewers In Bonus Counties
    • WBBJ-TV achieves at least a 16 cume in 11 outside counties surrounding the Jackson, TN DMA and is the #1 ABC affiliate in 9 counties of those counties.
    Alcorn MS Memphis 15,010 17% Crockett TN Memphis #1 ABC 5,470 45% Dyer TN Memphis #1 ABC 14,950 32% Haywood TN Memphis #1 ABC 7,410 24% McNairy TN Memphis #1 ABC 10,560 36% Lake TN Paducah-Cape Girardeau-Harrisburg #1 ABC 2,080 44% Obion TN Paducah-Cape Girardeau-Harrisburg #1 ABC 13,020 43% Weakley TN Paducah-Cape Girardeau-Harrisburg #1 ABC 13,210 45% Benton TN Nashville 6,790 16% Decatur TN Nashville #1 ABC 4,630 34% Henry TN Nashville #1 ABC 13,320 27% Source: The Nielsen Company, 2008 NSI Diary County Coverage, U.S. Television Household Estimates, September 2008 2008 DMA Sign-On/Sign-Off HH Weekly Cume Total Bonus TV Households: 106,450 32% #1 ABC Affiliate County State DMA By HH Share Total TV HH Cume
  • 16. WBBJ-TV: #1 In News In Decatur County In The Nashville DMA! *Cannot be calculated Source: The Nielsen Company, 2008 NSI Diary County Coverage Early News (5PM) WBBJ-TV WKRN ABC WTVF CBS WSMV NBC WBBJ-TV % Advantage 133% * 75% 2008 Decatur County HH Shares Early News (6PM) WBBJ-TV % Advantage 120% * 94% WBBJ-TV WKRN ABC WTVF CBS WSMV NBC Late News (10PM) WBBJ-TV % Advantage 188% 475% 130% WBBJ-TV WKRN ABC WTVF CBS WSMV NBC 0 0
  • 17. WBBJ-TV: #1 In News In Crockett County In The Memphis DMA! Source: The Nielsen Company, 2008 NSI Diary County Coverage Early News (6PM) WBBJ-TV WPTY ABC WREG CBS WMC NBC WBBJ-TV % Advantage 600% 91% 75% 2008 Crockett County HH Shares
  • 18. WBBJ-TV: #1 In News In Lake County In The Paducah-Cape Girardeau-Harrisburg DMA! *Cannot be calculated Source: The Nielsen Company, 2008 NSI Diary County Coverage Late News (10PM) WBBJ-TV WSIL+ ABC KFVS CBS WPSD NBC WBBJ-TV % Advantage * 41% 9% 2008 Lake County HH Shares 0
  • 19.
    • WBBJ-TV has a substantial reach in 11 outside counties surrounding the Jackson, TN DMA.
    : Covering The Jackson, TN and Beyond Rank Market TV Households 128 Columbus, GA 213,980 * WBBJ-TV ASI 204,500 129 Corpus Christi 197,290 130 Chico-Redding 197,280 131 Amarillo 192,090 132 Rockford 188,860 Source: The Nielsen Company, 2008 NSI Diary County Coverage, U.S. Television Household Estimates, September 2008 When these 11 neighboring counties are added to the Jackson, TN DMA, a WBBJ-TV Area of Station Influence (ASI) is created in which the coverage is equivalent to a Nielsen TV Households rank of 129th. Jackson, TN DMA 11 bordering DMA counties where WBBJ-TV achieves at least a 16 Net Weekly Cume totaling 106,450 TV HHs. Graves Carroll Madison Henderson Hardin McNairy Hardeman Fayette Shelby Tipton Lauderdale Haywood Crockett Dyer Obion Weakley Henry Benton Decatur Wayne Lewis Hickman Perry Humphreys Houston Stewart Montgomery Dickson New Madrid Fulton Hickman Calloway Miss- issippi De Soto Tate Marshall Benton Tippah Alcorn Prentiss Tishomingo Lauderdale Colbert Franklin Chester Memphis MO KY MS AL TN Jackson Gibson Lake
  • 20. The WBBJ-TV ASI Increases the Market’s Buying Power In Every Major Category. TV Households 109% 98,050 204,500 Effective Buying Income (000) 101% $4,153,609 $8,341,932 Total Retail Sales (000) 86% $4,320,596 $8,057,135 Food Store Sales (000) 70% $371,409 $630,923 Eating & Drinking Place Sales (000) 78% $324,727 $578,671 General Merchandise Store Sales (000) 73% $729,248 $1,264,401 Department Store Sales (000) 43% $235,309 $337,253 Grocery Store Sales (000) 71% $346,758 $592,703 % Increase WBBJ-TV ASI 2007 Retail Categories Source: 2008 Demographics USA (County Edition) The Nielsen Company, U.S. Television Household Estimates, September 2008 Jackson, TN
  • 21. Furniture, Home Furnishing & Appliance Store Sales (000) 53% $200,178 $306,319 Furniture & Home Furnishing Store Sales (000) 36% $118,531 $161,320 Automotive Dealer Sales (000) 75% $858,402 $1,506,458 Gasoline Station Sales (000) 122% $607,223 $1,346,997 Building Materials Store Sales (000) 82% $550,789 $1,003,111 Drug Store Sales (000) 138% $261,422 $621,821 Apparel Store Sales (000) 77% $160,063 $282,745 % Increase 2007 Retail Categories Source: 2008 Demographics USA (County Edition) Jackson, TN WBBJ-TV ASI
  • 22. When Buying Western Tennessee Remember:
    • Jackson, TN has a per household Total Retail Sales of $43,877, making it the 71 st ranked DMA in the U.S.
    • Jackson, TN is a top 75 agricultural market.
    • WBBJ-TV is the only station that efficiently and effectively covers the Jackson, TN DMA.
    • Buying Memphis does not cover Jackson, TN DMA!
    • WBBJ-TV reaches more households than newspapers or cable.
    • WBBJ-TV reaches into 11 outside counties in the Memphis, Nashville and Paducah-Cape Girardeau-Harrisburg DMAs which total 106,450 Television Households, creating a WBBJ-TV’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.
    For Coverage Inside and Outside of Jackson, TN the Obvious Choice is:
  • 23. Prepared & Issued By Continental TV Sales Research April 2009 ED-P lm/DTP/WBBJ/2009 Market Analysis