This document contains multiple data points and statistics that highlight the reach and effectiveness of television advertising compared to other media like newspapers, magazines, radio, and the internet. Some key points made are that television reaches more people per day than any other medium, it is more cost effective than other forms of advertising, and broadcast TV reaches 100% of households in the market area compared to only 42% for cable. Local news programs on Channel 12 also have higher ratings than competitors.

2. Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
Television reaches more people than any other medium

3. 236.6
26.7
98.0
98.5
16.7
Television MagazineNewspaperInternet Radio
Minutes Spent Per Day
Adults spend more time with Television than
any other media!
Source: TVB Media Comparisons Study 2012

4. Television is more influential in
purchasing decisions
Source: TVB Media Comparisons Study 2012

5. • Cincinnatians Watch Nearly
5 Hours of TV Per DAY
• Cincinnatians 73% of Cincinnatians watch
TV live! 27% watch on demand
• Television is the PERFECT way to engage your
viewers via Facebook and YouTube with
two screen technology

6. Time Warner Cable only reaches 42% of the DMA’S 876,290 households.
That means more than half of the DMA could never see your commercial
(over 500,000 households!)
Source: Nielsen Nov14
Broadcast TV
100%
Broadcast Reaches
100% of TV Homes
Time Warner Cable misses more than half of Greater Cincinnati
other
Cable
3%

7. Cost to Reach ONE person:
Direct Mail = 36¢
Yellow Pages = 35¢
Newspaper = 10¢
Cable = 7¢
Radio = 3¢
Broadcast TV = 1¢
Source: TVB Media Comparisons Study
Television is the most Cost Efficient form of Advertising

8. Source: Nielsen Nov14 (includes local newscasts – morning, noon, early and late).
26%
Local 12 News Reaches More Viewers than the Competition

9. Source: Nielsen Nov14. *on WSTR
WCPO WLWT WXIX
ADULTS 35+ RTG Viewers RTG Viewers RTG Viewers RTG Viewers
M-F 5a-6a 2.7 32,800 1.9 22,900 1.7 20,900 1.2 14,600
M-F 6a-7a 4.9 58,900 2.5 30,200 2.4 29,200 1.7 20,700
M-F 7a-9a 2.4 29,300
M-F 12p 4.9 59,200 3.2 38,300 1.5 18,000
M-F 4p–4:30p 4.6 55,600 1.2 14,300
M-F 4:30p-5p 5.2 62,300 1.2 14,300
M-F 5p–5:30p 6.2 75,000 3.2 38,900 2.9 35,300
M-F 5:30p-6p 6.5 77,900 4.4 53,700 2.9 35,300
M-F 6p–6:30p 7.3 88,500 5.7 69,100 4.1 49,900
M-F 6:30p-7p 2.1 25,400
M-F 10p 2.5* 30,100 2.4 29,000
M-F 11p–11:35p 6.5 78,300 5.4 64,900 3.7 45,100
TOTAL 51.3 618,600 28.7 346,600 19.2 233,700 9.8 119,000
Local 12 News is #1 Throughout the Day

10. …that’s MORE than a Bengals crowd
AND a Reds crowd combined!
+
Source: Nielsen Nov14/Feb14 (M-F 7:30p, P2+). Bengals & Reds average home attendance combined; 91,300 in 2014.
Just 1 commercial during The Big Bang Theory on WSTR
would get YOU in front of 100,000 Viewers!

11. 63% More Likely 118% More Likely
34% More Likely
20% More Likely
42% More Likely95% More Likely
15% More Likely
26% More Likely
56% More Likely39% More Likely
79% More Likely
55% More Likely
Source: 2012 Doublebase GfK MRI applied to local market income data

12. WSTR Prime is the most efficient choice for reaching A50+
Source: Nielsen May14. M-Su 8-11p (WKRC, WLWT, WCPO), M-Su 8-10p (WXIX), M-F 8-10p (WSTR, THE CW)
Station
(%) of Audience
AGED 50+
WSTR 81%
WKRC 70%
WCPO 57%
WLWT 55%
WXIX 55%
THE CW 34%

13. Source: Nielsen Feb14

14. Source: Nielsen Jan14

15. “The 100” & “The Originals” beat American Idol!
Station Program Day Time A1849 RTG
THE CW THE 100 WED 9:00PM 3.3
WLWT LAW&ORDER: SVU WED 9:00PM 3.0
WCPO CELEBRITY-SWAP TUE 10:00PM 3.0
WCPO TROPHY WIFE TUE 9:30PM 2.9
WCPO MIXOLOGY WED 9:30PM 2.9
WXIX AMERICAN IDOL-WED WED 8:00PM 2.8
WLWT SNL PRIME SAT 10:00PM 2.8
WCPO SHARK TANK FRI 9:00PM 2.7
THE CW THE ORIGINALS TUE 8:00PM 2.7
WXIX AMERICAN IDOL-THU THU 9:00PM 2.6
WLWT DATELINE FRI 8:00PM 2.6
WXIX KITCHEN NIGHTMARES FRI 9:00PM 2.5
WCPO MARVEL-SHIELD TUE 8:00PM 2.5
WCPO REVENGE SUN 10:00PM 2.4
WXIX MINDY PROJECT TUE 9:30PM 2.3
WCPO 20/20 FRI 10:00PM 2.1
THE CW SUPERNATURAL TUE 9:00PM 2.0
WXIX HELL’S KITCHEN THU 8:00PM 1.9
WLWT CHICAGO PD WED 10:00PM 1.8
WLWT CHICAGO FIRE TUE 10:00PM 1.8
WXIX KITCHEN NIGHTMARES FRI 8:00PM 1.7
WXIX GLEE TUE 8:00PM 1.6
Source: Nielsen May14.
(shows airing in multiple weeks)