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Wfrv-Tv Green Bay - Appleton WFRV-TV GREEN BAY - APPLETON CAPSULE PITCH 1st Quarter 2005 (Not to be used as a leave behind) WFRV-TV Green Bay-Appleton 1st Quarter 2005 Capsule Pitch NSI MARKET FACTS: STATION CH # AFFIL OWNERSHIP REP WFRV 5 CBS CBS Viacom TeleRep WBAY 2 ABC YOUNG BROADCASTING ADAM YOUNG WLUK 11 FOX EMMIS HRP WGBA 26 NBC JOURNAL COMMUNICATIONS CONTINENTAL WACY 32 UPN JOURNAL COMMUNICATIONS CONTINENTAL WIWB 14 WB ACME MMT NOV’04 DMA STATS TV HOUSEHOLDS 433,640 MARKET RANK #69 CABLE PENETRATION 57% ADS PENETRATION 20% CABLE & ADS PENETRATION 77% VCR PENETRATION 91% INTERCONNECT % OF DMA TV HHS 51.6% TIME WARNER 36.3% CHARTER COMMUNICATIONS 15.3% 2 OVERVIEW Nov’04 Sweep Highlights . Competitive Daytime vehicles in women demos with Live! with Regis & Kelly and The Price Is Right . Strong competitor in target women demos with Young & Restless versus other competing network soaps. The #1 Early Fringe vehicle in women and adults 18-49/25-54 – Oprah Winfrey. The #1 5PM News in all key women and adult demos . The #1 Access vehicle in many key demos – Wheel Of Fortune . Solid Late News that virtually ties for the #1 spot in women and adults 18-49/25-54 . Solidly Competitive Late Fringe with David Letterman. #1 in Prime in all women demos! . Great CBS Prime opportunities with established winners including CSI, Survivor, Raymond, CSI: Miami, and Joan of Arcadia. 3 Interconnect Cable Ratings Cable ratings can be presented in a variety of ways, so it‘s important to understand the differences, as well as what buyers are specifically buying. Are they buying a rating based on: . all DMA TV households that includes ADS? . “hardwired” cable households that exclude ADS? . wired cable households within a market’s cable interconnect(s)? The cable ratings published in the Nielsen VIP reports represent the total local market deliveries for each reported cable network that includes viewing in satellite households (ADS— Alternate Delivery Sources/Services). Nielsen also provides us with local cable data that excludes ADS-derived viewing. This ―hardwired‖ cable ratings information is available to TeleRep via Encoda‘s MediaLine system within the DEMO program. Nielsen also provides each market‘s Interconnect/MSO (Multiple System Operator) penetration within the DMA‘s wired cable household universe (see Table 14— DMA Cable Advertising Information—in the local market VIP reports). By providing this percent of wired cable households, we are able to further filter down a market‘s hard wired cable ratings to the interconnect level—the basis upon which the vast majority of all local cable buys are executed. The data on the following page compares our client station‘s household and demographic ratings for the weeknight 8-10pm daypart (time zone adjusted) to: 1) the major cable networks‘ local hardwired DMA ratings, and 2) the cable networks‘ adjusted interconnect DMA ratings (based on Nielsen’s interconnect penetration estimate for the market). From this comparison it is easy to illustrate cable‘s ―real world‖ interconnect delivery with our client‘s DMA market ratings. By doing so we have leveled the playing field by expressing both broadcast TV and cable ratings in terms of delivery commercially viable local audiences—that is viewers who are actually able to view an advertiser‘s locally inserted commercials. 4 GREEN BAY-APPLETON - Nielsen - M-F/7-9P WFRV DMA Ratings vs. Cable Interconnect Hardwired DMA Ratings Interconnect % of Wired Cable = 90.3% (Time Warner & Charter Communications) M-F/8-10P HH RTG RA18-34 RA18-49 RA25-54 WFRV- - Demos 11.0 5.6 6.6 7.6 Adjusted Interconnect DMA RTG HH RTG RA18-34 RA18-49 RA25-54 DMA Hardwired RTG (Excluding ADS) AEN 0.4 0.1 0.2 0.3 0.4 0.1 0.2 0.3 BRVO- 0.1 0.2 0.1 0.1 0.1 0.2 0.1 0.1 CMD 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 CNB 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 CNN 1.0 0.0 0.0 0.1 0.9 0.0 0.0 0.1 DSC 0.3 0.0 0.2 0.2 0.3 0.0 0.2 0.2 ESPN- 0.8 0.3 0.2 0.3 0.7 0.3 0.2 0.3 FAM 0.3 0.0 0.0 0.1 0.3 0.0 0.0 0.1 FX 0.2 0.1 0.1 0.1 0.2 0.1 0.1 0.1 FXNC- 1.2 0.8 0.7 0.8 1.1 0.7 0.6 0.7 HGTV- 0.6 0.0 0.1 0.2 0.5 0.0 0.1 0.2 LIF 0.4 0.1 0.1 0.1 0.4 0.1 0.1 0.1 MNBC- 0.3 0.0 0.0 0.2 0.3 0.0 0.0 0.2 NICK- 0.6 0.0 0.1 0.1 0.5 0.0 0.1 0.1 SFI 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 TLC 0.3 0.3 0.2 0.2 0.3 0.3 0.2 0.2 TNT 0.9 0.3 0.4 0.4 0.8 0.3 0.4 0.4 USA 0.8 0.4 0.4 0.4 0.7 0.4 0.4 0.4 5 EARLY MORNING WFRV‘s Morning News block produced sellable 1 and 2 ratings in Nov‘04, which are competitive with the rest of the Green Bay- Appleton market. We can still price competitively and also package with weekend opportunities. Growth Summary The 5am and 6am news telecasts both displayed growing trends in Nov‘04. They grew in all target women and adult demos. This can only lead to better ratings and a higher share percentage taken by WFRV in the Early News time period. Competitive: WLUK‘s 530am Good Day Wisconsin is decreasing – losing shares book-to-book in women and Adults 18-49/25-54. WGBA‘s Today Show is also down in Nov‘04 both book-to-book and year-to-year. 1st QUARTER 2005 ESTIMATE RTG/SHR RW18-49 RW25-54 RA18-49 RA25-54 M-F/5-6AM – CBS 5 NEWS - MORNING 1.2/15 1 1 1 1 Estimate a 15 HH Share for the 5-6AM newscast. Demo to Nov‘04 5-6AM newscast on WFRV, Feb‘04 TP HUT levels used. M-F/6-7AM – CBS 5 NEWS - MORNING 1.6/7 1 1 1 1 Estimate an 11 HH Share for 1st Quarter ‘05. Demo to Feb‘04 News. Feb‘04 TP HUT. M-F/7-9AM CBS EARLY SHOW 1.7/6 1 1 1 1 Estimate the actuals. Bottom Line: Sell up the HH Share and demo increases from book to book and year to year in order to push for a higher estimate. Packaging with the weekends, where we have solid 1s & 2‘s and terrific 3‘s & 4‘s with CBS Sunday Morning is another option. 6 DAYTIME Live! with Regis And Kelly and the Price Is Right are at the top of Green Bay‘s daytime rotation: DMA RATINGS M-F/9-11AM – NOV’04 STATION PROGRAM TIME RW18-34 RW18-49 RW25-54 WFRV Regis & Kelly 9A 6.4 4.2 2.8 WFRV The Price Is Right 10A 4.4 3.1 2.1 WLUK Starting Over 10A 3.0 1.7 0.4 WLUK Tony Danza Show 9A 1.8 1.7 1.3 WGBA Today Show 2 9A 0.8 0.8 0.7 WBAY View 10A 0.7 1.4 1.8 WBAY Dharma & Greg 9A 0.2 0.3 0.4 WBAY Millionaire 930A 0.2 0.2 0.2 WFRV‘s Young And The Restless tops the majority of network soaps in delivering target women demos: M-F/11A-3P DMA RATINGS – NOV’04 STATION PROGRAM TIME RW25-49 RW25-54 WFRV Young & Restless 11A 4.1 4.4 WBAY One Life To Live 1P 3.3 2.7 WBAY General Hospital 2P 0.8 0.7 WBAY All My Children 11A 0.8 0.7 WGBA Passions 1P 2.2 1.8 Daytime Growth Summary The 9A-12N Rotation is on the rise, growing in all target women and adult demos as well as HH Share. This is good news leading into 1st Quarter so use it to help sell more shares. The 12N-3P Rotation also grew year-to-year in all demos and HH Share. 7 Competitive: WGBA‘s Morning Rotation is down book-to-book giving WFRV more opportunities to take share in Daytime. 1st QUARTER 2005 ESTIMATE RTG/SHR RW18-49 RW25-54 RA18-49 RA25-54 M-F/9AM – REGIS & KELLY 6.3/30 5 3 3 2 Estimate that Regis & Kelly will deliver a 30 HH Share based on the success of the show and competitive declines shown in Nov‘04. Demo to Nov‘04 Regis & Kelly. Feb‘04 TP HUT levels used. M-F/10AM – PRICE IS RIGHT 7.7/37 3 2 3 2 Estimate that Price Is Right will deliver a 37 HH Share based on tremendous growth in Nov‘04. Demo to Nov‘04 Price Is Right. Feb‘04 TP HUT levels used. M-F/11AM – YOUNG & RESTLESS 5.6/30 3 5 2 2 Estimate that Young & Restless will deliver a 30 HH Share based on the success of the show and competitive declines shown in Nov‘04.
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