KRCR Media Kit, 2010


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Why advertise? Why advertise on television? Why advertise on Broadcast? Why advertise on KRCR?

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KRCR Media Kit, 2010

  1. 1. KRCR News Channel 7<br />Media Kit 2010<br />For new advertisers<br />
  2. 2. Why Advertise?<br />Advertising can:<br /><ul><li> Generate awareness
  3. 3. Build credibility
  4. 4. Increase sales</li></ul>Most importantly….<br />advertising builds a powerful brand.<br />
  5. 5. Why Branding?<br />Branding is a strategic approach to building a superior customer experience. Advertising is the culmination of your marketing and branding strategy.<br />Branding focuses on:<br /><ul><li> Creating a superior product or service
  6. 6. Communicating your excellence to potential customers</li></li></ul><li>Why Branding?<br />Think of the world’s most powerful brands…..<br />Now consider what they have in common?<br />These companies create strategic branding <br />Campaigns and use advertising to communicate<br />that message.<br />
  7. 7. Television Advertising<br />The world’s top brands also know the secret to successful advertising…using television to communicate their message on the most consumed medium in the world.<br />Television is the #1 medium<br />
  8. 8. Television Advertising<br /><ul><li> Most cost-effective medium
  9. 9. The largest audience
  10. 10. The ability to generate frequency
  11. 11. The most diverse demographic</li></ul>Television is the only medium to…<br /> Incorporate sight, sound, motion, and emotion<br />
  12. 12. Television Advertising<br />Television<br />When comparing time spent and adults reached, television has the broadest daily reach among Adults 18+ with 90.2%. *<br />**Source: TVB Media Comparisons Study 2008, Adults 18+<br />
  13. 13. The Most Influential<br />Comprehensive research showed that television is considered the most influential and authoritative medium by far.<br />**Source: TVB Media Comparisons Study 2008, Adults 18+<br />
  14. 14. Television vs. Radio<br />Radio…<br /><ul><li> Less Audience
  15. 15. Less Reach
  16. 16. Less Frequency</li></ul>Radio is shrinking in relevance…<br />iPhone, iTunes, Satellite Radio, Mp3s…radio shrinks as new technology emerges, whereas television viewing audiences have grown to the highest levels in history!<br />**Source: Nielsen Research<br />
  17. 17. Television vs. Newspaper<br />Newspaper…<br /><ul><li> Less Audience
  18. 18. Paid medium
  19. 19. Expensive</li></ul>Newspaper …<br />The decline of the newspaper industry is well-known; advertisers pay expensive rates to reach a shrinking audience, and ad placement isn’t segmented by category…so your ad may run right next to your competitor!<br />**Source: Nielsen Research<br />
  20. 20. Broadcast vs. Cable<br />While cable and satellite penetration can top 90% of TV households, no individual cable network comes to anything near that by the end of an average week. Not one cable network tops 40%. By contrast, 4 of the 6 major broadcast networks reach over 70%. To achieve even one rating point your message would have to run at an incredibly high-frequency over various networks.<br />Cable …<br /><ul><li> Less audience
  21. 21. Expensive Cost-Per-Point
  22. 22. Fragmented reach</li></ul>**Source: Nielsen Research<br />
  23. 23. Broadcast vs. Cable<br />It takes the top 12 cable channels to equal the combined viewing power of the 6 broadcast networks.<br />**Source: TVB, weekly combined ratings, national avg.<br />
  24. 24. Why choose KRCR?<br />Television is the #1, Broadcast is the #1, and KRCR is the #1 broadcast station in northern California.<br />KRCR Ratings Prove It!<br />Let’s review some of our rating highlights!<br />
  25. 25. KRCR DOMINATES<br />A25-54<br />Shasta County<br />KRCR ratings are <br />815% higher than <br />our competitors combined!<br />Source: Nielsen Media Research ~ May 2010 Based on averages of all day-parts<br />
  26. 26. KRCR DOMINATES<br />A35+<br />Shasta County<br />KRCR holds 78% of the evening news viewing audience<br />Source: Nielsen Media Research ~ May 2010 Based on combined ratings, 5p-6:30p<br />
  27. 27. KRCR DOMINATES<br />A55+<br />Shasta County<br />Ratings for our evening news are as much as 5 TIMES GREATER than that of our nearest competitor!<br />Source: Nielsen Media Research ~ May 2010 Based on 5p and 5:30p News<br />
  28. 28. KRCR DOMINATES<br />A18-49<br />Shasta County<br />Daybreak:87%of total local news audience<br />5p News :90%of total local news audience<br />5:30p News:93%of total local news audience<br />Source: Nielsen Media Research ~ May 2010 Based on combined ratings for 6-7a<br />