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Marketing Guide 2020 MARKETING GUIDE 2020 KCCI SALES MEDIA GUIDE | 1 Des Moines Area Des Moines and Surrounding Adults Fast Facts Areas Composition GENDER 69% 38% own their have household 51% Women 49% Men own home. incomes over $75K. ETHNIC BACKGROUND AGE RANGE 88% Caucasian 18 - 24 15% 5% Hispanic % % % 25 - 34 18 4% African 17 10 American The average 35 - 44 14% are new to their are new to their 2% Asian community within community within age of a Des Moines area adult is 45 - 54 19% 1% Native the past 2 years. the past 3-4 years. American 47 55 - 64 16% 65+ 18% % % 29 25 OCCUPATIONS YEARS PRESENT IN COMMUNITY say television is the most say television ads trigger 38% 1 - 2 Years 17% influential medium. online searches. White Collar, % % Managerial, Professional 3 - 4 Years 10 52 % % 5 - 15 Years 25% watch KCCI for weekday 20% 42 % morning, evening or late 57 16+ Years 48 would consider streaming watched television through Retired news each week. a local newscast online. a streaming service. 10% Blue Collar, HOUSEHOLD INCOME Operative Worker < $30 K 24% $30 - 50 K % 7% 19 Homemaker $50 - 75 K 19% $75 - 100 K 15% 3% Student $100 K 23% Source: Marshall Marketing, Survey 2019 Source: Marshall Marketing, 2019 Des Moines Survey KCCI SALES MEDIA GUIDE | 3 DES MOINES - AMES FUELS PROFITS FOR Broadcast Coverage Map LOCAL AUTO DEALERS of Central Iowans plan to purchase a new vehicle Kossuth within the next 12 months Pocahontas Humboldt Wright Franklin 67,787 Webster % % Calhoun Hamilton Hardin 48 52 Ft. Dodge of “intenders” TV of “intenders” triggers online search visit KCCI.com Carroll Greene Boone Story Marshall Ames % % Audubon Guthrie Dallas Polk Jasper Poweshiek 31 56 of “intenders” livestream of “intenders” consider Des Moines KCCI News, almost twice KCCI overall favorite Adair Madison Warren Marion Mahaska as much as all local competitors combined Adams Union Clarke Lucas Monroe Taylor Ringgold Decatur Wayne Appanoose Metro/Central DMA Area Remainder DMA Area Metro Designated NSI Area Market Area Area 240,250 TV Households 383,590 TV Households 449,680 TV Households 297,000 Adults 18+ 474,400 Adults 18+ 552,500 Adults 18+ Source: Nielsen May 2019 KCCI SALES MEDIA GUIDE | 5 AGE GROUP SURVEY Influential Media Which stations have you watched a livestream and Online Search newscast of in the past seven days? % 52,480 Which of the following media Weekly Average Viewers KCCI-TV, Ch. 8 CBS 21 % types is most influential? WHO-TV, Ch. 13 NBC 14 33,893 CNN 9% 21,867 Adults 18+ in Total Survey Area 584,000 158,000 96,000 109,334 KDSM-TV, Ch. 17 FOX 5% 13,120 % Television 29 MSNBC 2% 5,467 % Social Media 25% WOI-TV, Ch. 5 ABC 5 12,027 Monthly Average Users MILLENNIALS KCWI-TV Ch. 23 CW 2% 5,467 Internet 13% Search (b. 1982- 2004) Other 2% 4,373 Radio 5% 2,259,320 203,049 368,283 Newspaper % 29,520 5% KCCI-TV, Ch. 8 CBS 16 Inserts WHO-TV, Ch. 13 NBC 5% 8,747 Newspaper 3% CNN 4% 7,653 Other 6.7% KDSM-TV, Ch. 17 FOX 3% 5,467 Which of the following triggers MSNBC 2% 4,373 you to start an online search? WOI-TV, Ch. 5 ABC 0% | 0 Adults 18+ in Total Survey Area GENERATION X KCWI-TV Ch. 23 CW 1% | 2,187 (b. 1965 - 1981) Other 0.6% | 1,093 Television Ads 25% Internet Ads 24% KCCI-TV, Ch. 8 CBS 14% 25,147 KCCI has a Loyal % Coupons 14% WHO-TV, Ch. 13 NBC 8 15,307 Audience on TV, CNN 3% 5,467 Online 13% Multicast, Online, Commercials KDSM-TV, Ch. 17 FOX 2% 3,280 or Videos and Social! MSNBC 3% 5,467 12% Ta k e advantage of KCCI’s Email Ads WOI-TV, Ch. 5 ABC 2% 3,280 Audience Beyond Broadcast Direct Mail 10% BABY BOOMERS KCWI-TV Ch. 23 CW 0.6% | 1,093 TV and expand your reach to (b. 1946-1964) Other 1% | 2,187 all KCCI platforms. Radio Ads 10% In-Store Ads 8% KCCI-TV, Ch. 8 CBS 5% 2,187 Newspaper 8% WHO-TV, Ch. 13 NBC 5% 2,187 CNN 5% 2,187 Magazine 7% KDSM-TV, Ch. 17 FOX 0% | 0 MSNBC 3% 1,093 WOI-TV, Ch. 5 ABC 0% | 0 Source: Marshall Marketing Survey 2019; Des Moines IA DMA Nielsen SENIORS KCWI-TV Ch. 23 CW 0% | 0 Media Research Weekly Average Cume Sign on/Sign off Duplicated P2+ (b. before 1945) % May 2019; Google Analytics, KCCI.com Responsive Website & KCCI Other 3 1,093 Mobile App, 2019 6 Month Average, Weekly Duplicated Sessions Cume; Facebook, July 2019 Fans Source: Marshall Marketing Survey 2019 KCCI SALES MEDIA GUIDE | 7 6:00 am AGE GROUP SURVEY News Which local TV station do you watch 5:00 am VIEWERS News most often for the local weather? VIEWERS 64% 62% KCCI-TV KCCI-TV Ch. 8 CBS Ch. 8 CBS Viewership would fill the UNI-DOME and WELLS FARGO 30% 33% Viewership would fill the HILTON ARENA, combined WHO-TV WHO-TV Ch. 13 NBC Ch. 13 NBC COLISEUM and DES MOINES CIVIC CENTER, combined 1% 2% WOI-TV WOI-TV Ch. 5 ABC Ch. 5 ABC 4% 0.8% MILLENNIALS KDSM-TV GENERATION X KDSM-TV (b. 1982 - 2004) Ch. 17 FOX (b. 1965 - 1981) Ch. 17 FOX 57% 53% 6:00 pm KCCI-TV KCCI-TV News Ch. 8 CBS Ch. 8 CBS VIEWERS OUR % % 35 32 WHO-TV WHO-TV Ch. 13 NBC Ch. 13 NBC VIEWERS 7% 13% WOI-TV WOI-TV Ch. 5 ABC Ch. 5 ABC 5:00 pm News 0.6% 0% BABY BOOMERS KDSM-TV SENIORS KDSM-TV VIEWERS (b. 1946-1964) Ch. 17 FOX (b. before 1945) Ch. 17 FOX x4 Source: Marshall Marketing Survey 2019 10:00 pm News OUR WEATHER PARTNERS VIEWERS Viewership would fill PRINCIPAL PARK four times Viewership of both the 6:00pm and 10:00pm News would fill the JACK TRICE STADIUM Source: Nielsen May 2019 KCCI SALES MEDIA GUIDE | 9 Expanding the A25-54 demo just ten years The “Money” Demo to A25-64 results in a significant increase in Expanding the A25-54 demo just ten years to A25-64 results in a consumers compared to our competition. significant increase in consumers compared to our competition. % KCCI 8 News This Morning reaches + 64% more consumers when expanded. BREAKING DOWN THE 55-64 DEMO 64 20.3 20 11.4 % % % 15 13.1 71 61 84 10.9 are married. own their own home. are employed. 10 6.6 5.6 5.8 5 2.7 8.9 4.3 7.5 3.1 0 % % % IN THOUSANDS VIEWERS 39 78 45 KCCI 8 News This Morning KCCI-TV WHO KCCI-TV WHO 5-6am 5-6am 6-7 am 6-7am have a college degree have lived in their are empty nesters, while M-F 5-7am and 20% have a community for 16 55% still have children AGES 25 - 54 AGES 55 - 64 graduate degree. or more years. living in the home. % KCCI 8 News at 5pm and 6pm reaches 3,384 8,460 11,280 +36 36% more consumers when expanded. plan on purchasing plan on purchasing a have a roof over 27.3 a new home. new or used vehicle. 16 years old. 25 22 15.9 20.6 20 13.6 15.6 14,100 4,512 6,204 15 10.1 8.1 will be making decisions plan on purchasing plan on purchasing 10 11.4 for an elderly parent. new tires for their furniture over $500. 8.4 5 10.5 car or truck. 7.5 VIEWERS IN THOUSANDS VIEWERS 0 KCCI-TV WHO KCCI-TV WHO KCCI 8 News at 5pm and 6pm 7,332 5pm 5pm 6pm 6pm M-F 5-7pm 6,768 plan on investing in AGES 25 - 54 AGES 55 - 64 plan on buying energy solar panels. 24,816 efficient windows or have a household doors for their home. income of $75,000+ % KCCI 8 News at 10pm reaches 21% +21 more consumers when expanded. 7,896 24.5 25 7,896 plan on purchasing 20.3 a new mattress. 20 14.9 have an HVAC unit 14,100 over 16 years old. 15 8.1 10 have a household 9.6 5 income of $100,000+ 24,252 12.2 will make a charitable 23,124 0 donation over $100 KCCI 8 News at 10pm IN THOUSANDS VIEWERS KCCI-TV WHO will buy eyeglasses. 10pm this year. M-F 10pm 10pm AGES 25 - 54 AGES 55 - 64 Source: Nielsen May 2019 KCCI SALES MEDIA GUIDE | 11 ADULTS 18+ IN TOTAL SURVEYY AREA Which of the following programs do Viewer Profiles you regularly watch or plan to watch on ME-TV Des Moines? HOUSEHOLD INCOME OCCUPATION M.A.S.H. 17% 110,427 $50 - 75K 19% 62,604 White Collar, Managerial, Professional % KCCI 8 News at 9 on MeTV % 38 128,028 19 11,844 12% 79,813 34% 20,868 % The Andy Griffith Show $75 - 100K 15 50,196 Working Women 9% 59,040 15% 9,024 32% 107,724 Perry Mason 22% 13,536 8% 51,387 $100K+ 23% 78,396 % 16 9,588 Retired Gunsmoke 8% 51,387 20% 65,988 25% 15,228 The Twilight Zone Rawhide BUYER TESTIMONIAL 7% 44,827 4% 27,333 For 2Q, I sent a buy over for the entire quarter. We have Blue Collar, Operative Worker also been seeing consistent results on MCCI, so I wanted % Bonanza Matlock 10 32,712 % % to continue the partnership for UHC! Thanks! 7 43,733 4 26,240 14% 8,460 Hogan’s Heroes WKRP in Cincinnati Carly Davies % % TOTAL ADULTS MY DES MOINES VIEWERS 7 42,640 3 20,773 Star Trek Diagnosis Murder 7% 42,640 3% 19,680 The Beverly Hillbillies Green Acres 6% 41,547 3% 19,680 The Rifleman Wagon Train 6% 41,547 3% 18,587 Mama’s Family Wonder Woman 5% 32,800 2% 14,213 Gilligan’s Island The Wild Wild West 5% 31,707 2% 13,120 Columbo The Monkees 5% 29,520 2% 10,933 Brady Bunch Charlie’s Angels 4% 28,427 2% 10,933 Alfred Hitchcock Hour The Jeffersons 4% 27,333 2% 9,840 KCCI SALES MEDIA GUIDE | 13 Veteran journalist Soledad O’Brien, whose resume includes time at NBC and CNN, hosts this weekly newsmagazine that focuses on political and socioeconomic issues affecting America.
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