Case Study
Cross-Platform Measurement Helps Local Stations Add Value to Broadcast and Digital
Ecosystem The local game is changing. Daily deal sites like Groupon and LivingSocial.com in the U.S. have altered the way businesses reach out to consumers. For years, traditional local media – TV, radio and newspapers – has struggled with how to use their websites to complement their offerings and provide more to local businesses. Local TV stations, for example, have typically put video of reports or entire newscasts on their sites. As gateways to local news and events, websites for TV stations typically attract large numbers of visitors, yet it has been difficult to determine the effects and value of those visitors. The challenge has been leveraging “digital touchpoints,” quantifying their benefits and creating new models to attract more from local and national businesses who advertise and encourage those who otherwise might not advertise online at all.
As new technology, such as location-based couponing, measurement capabilities, and integrated TV and Internet audience measurement, brings precision to local advertising, marketers are gaining the ability to better package local ad inventory to reach customers and amplify local TV audience value, combining TV and Online. In turn, the precision enables greater efficiency, meaning the opportunity to attract advertisers to spend more, locally. In other words, there’s a fortune to be made in your own backyard.
Background Working with this valuable information, Fisher Communications Inc., an innovative local media company with TV, radio, Internet and mobile operations, found themselves positioned to provide their advertiser clients one-stop TV and digital local exposure. Fisher needed to better understand their own online and offline audience in order to better leverage content and advertising inventory through a group metric that could reflect their diverse portfolio and compete with other hyper-local offerings. They wanted to focus on evening and late news because that is where the dominant share of the revenue lay. Cross-Platform Measurement Helps Local Case Study Stations Add Value to Broadcast and Digital
Nielsen worked closely with Fisher to examine how Nielsen Cross-Platform Homes panel, which delivers single-source multi-screen measurement, could provide valuable insight on Fisher’s audiences—broadcast only, online only and both —in two of Fisher’s major operating markets: Seattle, Wash. and Portland, Oreg. Measuring computer and TV usage in 25 major markets as well as nationally, Nielsen’s single-source panel provides insight about TV viewing, usage of the Internet while watching TV, as well as overall surfing and streaming activity, and acts as an ideal platform for measuring how TV stations’ sites are used and by whom.
Dates of measurement: For both Seattle and Portland, the late news time period was M-F 11:00PM-11:30PM (Live + Same Day), and the entire May 2011 sweep cycle was measured, April 28, 2011-May 25, 2011.
Both Seattle and Portland offer unique opportunities for cross-platform measurement and advertisements geared towards local news viewers.
Local News Consumers in Seattle-Tacoma DMA In Seattle-Tacoma DMA, during the late news time period (M-F 11:00PM-11:30PM), 35 percent of all HH rating points to Broadcast stations are generated by homes with incomes greater than $100K. In the Seattle-Tacoma DMA, 83 percent of local news viewers live in a household that owns a computer and 79 percent have access to the Internet. Seattle-Tacoma local news viewers are: • 29 percent more likely to have used the Internet in the past 30 days to look up local news • 24 percent more likely to look up local/community events • 16 percent more likely to watch or download TV programs than the national average • Using their mobile phones to look up news/weather/traffic (9%) and sports scores/updates (5%) Source: Nielsen Local Custom Toolbox, Scarborough USA+ Release 2, 2010; Insights into Action: Local news April/May 2011 Seattle
Local News Consumers in Portland In Portland, during the late news time period (M-F 11:00PM-11:30PM), 44 percent of all HH rating points to broadcast stations are generated by homes with incomes, greater than $100K. Consumers in Portland have similar cross-platform access to content. Of local news viewers: • 83 percent live in a HH that owns a computer and 79 percent have access to the Internet • In one month, Portland local news viewers used the Internet to access local news (32%), weather (45%) and sports scores/updates (20%) • One out of ten used their mobile phone to look up news/weather/ traffic, and 5 percent looked up sports scores/updates Source: Nielsen Local Custom Toolbox, Scarborough USA+ Release 2, 2010; Insights into Action: Local news April/May 2011 Portland
2 Cross-Platform Measurement Helps Local Case Study Stations Add Value to Broadcast and Digital
Findings/Analysis Nielsen uncovered that a local TV station’s online audience offers expanded, unduplicated reach. There are also demographic differences between online and broadcast In local markets, both audiences and local news websites have a dramatic impact on station ratings. Seattle-Tacoma and Portland, the Fisher Seattle - Late News station websites contributed significant Station Insights – What is the incremental reach of the station website for a specific program? Late News added reach to both early and late news KOMO - TV’s Website Delivers Incremental Reach - Seattle, WA broadcasts
40% Combined Reach of Late News and komonews.com website 35% 2.6% Among Persons 18+, 30% 2.9% komonews.com added 2.9% 25% 3.0% reach to the 25.6% reach 20% 34.5% achieved by KOMO-TV’s M-F 15% 3.9% 25.6% 22.9% 11:00PM-11:30PM newscast 10% 12.9% during the May 2011 cycle 5% 0% The reach added by the website Persons 18 + Persons 18 - 34 Persons 25 - 54 Persons 55+ contributed a full 10% of the Website Added Reach % Late News Reach % combined reach of the newscast Source: NPOWER Cross Platform Homes – April 28-May 25, 2011 and the website for Persons 18+ Live+SD M-F 11-1130pm News Programming and Websites M-SU 6am-6am Among Persons 18-34, the
KOMO - TV: % Total Reach Contributed By komonews.com – website contribution was even Seattle-Tacoma, WA more significant; komonews.com 25% added 3.9% reach to the 12.9% 23% reach achieved by the late news 20% The website contributed 23% 15% of the combined newscast and website reach for Persons 18-34 10% 12% 10%
7% 5%
0% Persons 18 + Persons 18 - 34 Persons 25 - 54 Persons 55+
Source: NPOWER Cross Platform Homes – April 28-May 25, 2011 Live+SD M-F 11-1130pm News Programming and Websites M-SU 6am-6am
3 Cross-Platform Measurement Helps Local Case Study Stations Add Value to Broadcast and Digital
Portland - Late News
Station Insights – What is the incremental reach of the station website for a specific program? Late News In local markets, both KATU –TV’s Website Delivers Incremental Reach - Portland, OR Seattle-Tacoma and
Combined Reach of Late News and Portland, the Fisher 40% KATU.com Website station websites
35% 0.5% contributed significant
30% 2.8% 4.6% added reach to both 25% early and late news 20% broadcasts 2.4% 33.3% 15% 28.1% 27.6% 10% 17.3% 5% For KATU-TV’s late news, 0% Persons 18 + Persons 18 - 34 Persons 25 - 54 Persons 55+ the greatest relative contribution of reach by the Website Added Reach % Late News Reach % website was among Persons Source: NPOWER Cross Platform Homes – April 28-May 25, 2011 Live+SD M-F 11-1130pm News Programming and Websites M-SU 6am-6am 25-54 KATU.com added 4.6% KATU - TV: % Total Reach Contributed By KATU.com – Portland, OR reach to the 27.6% reach 16% achieved by the M-F 11:00PM-11:30PM newscast 14% 14% among Persons 25-54 12% 12% 10% The website contributed
8% 9% 14% of the combined
6% newscast and website reach for Persons 25-54 4%
2% 2% 0% Persons 18 + Persons 18 - 34 Persons 25 - 54 Persons 55+
Source: NPOWER Cross Platform Homes – April 28-May 25, 2011 Live+SD M-F 11-1130pm News Programming and Websites M-SU 6am-6am
4 Cross-Platform Measurement Helps Local Case Study Stations Add Value to Broadcast and Digital
Seattle and Portland
Station Insights – What are the characteristics of station The study showed website users vs. TV audience? differences in both KOMO – TV - Demographic Composition – Seattle-Tacoma, WA markets between the % Composition Based on Tuning & Usage website users and 100% newscast viewers in 90% terms of demographic 80% 47% composition 70% 64% 68% 71% 60% 50% 40% In comparing three KOMO 30% 53% newscasts (early morning 20% 36% 32% 29% news, early evening 10% 0% news and late news) to KOMO Morning KOMO Early KOMO Late komonews.com News News News komonews.com, Nielsen Females 2+ Males 2+ uncovered that while the
Source: NPOWER Cross Platform Homes – April 28-May 25, 2011 skew of tuning to the Live+SD, M-F 6-7A, M-F 6-7P, M-Su 11-11:30P News Programming and Station Websites M-SU 6am-6am newscasts favored females, the website usage was
KOMO - TV Household Income Composition – Seattle-Tacoma, WA largely male. With the
Household Income % Composition Based on Tuning & Usage exception of early morning 100% news, the same pattern
90% 24% held true for KATU and 24% 31% 80% 39% katu.com 70% 60% In terms of household 40% 50% 39% 57% income, komonews.com had 40% 45% a higher percentage of mid- 30% range ($50,000-$99,000) 20% 36% 30% usage than the newscasts 10% 16% 19% had tuning in that bucket. 0% KOMO Morning KOMO Early KOMO Late komonews.com News News News The same was true for $100K+ $50-$99K $0-$49K katu.com compared to the Source: NPOWER Cross Platform Homes – April 28-May 25, 2011 three newscasts on KATU Live+SD, M-F 6-7A, M-F 6-7P, M-Su 11-11:30P News Programming and Station Websites M-SU 6am-6am
5 Cross-Platform Measurement Helps Local Case Study Stations Add Value to Broadcast and Digital
Seattle and Portland
When do KOMO Website users view during the day? KOMO-TV Seattle Usage of the stations’ 6.0 websites showed a
5.0 dramatic impact on station ratings during all 4.0 dayparts, particularly AA % 3.0 for the news
2.0
1.0
0.0 Ratings for three M-F 5-6A M-F 6-7A M-F 7-9A M-F 5-6P M-F 6-7P M-F 7-8P M-F 9A-12NM-F 12N-4P M-SU 8-11P segments were created: M-SU 11-1130PM-F 1130P-1A
DMA P2+ P2+ Komonews.com Users P2+ Website Non-users regular DMA Persons 2+, Persons 2+ who had Source: NPOWER Cross Platform Homes – April 28-May 25, 2011 Live+SD. Station Website M-SU 6am-6am any usage of the station website during the May 2011 cycle, and Persons When do KATU Website users view during the day? 2+ who had no usage KATU-TV Portland of the station website
8.00 during the May 2011 7.00 cycle 6.00 In most dayparts 5.00 studied, ratings among AA % 4.00 users of the two 3.00 stations’ websites were 2.00 significantly higher than 1.00 0.00 among non-users and among DMA Persons 2+
M-F 5-6A M-F 6-7A M-F 7-9A M-F 5-6P M-F 6-7P M-F 7-8P M-F 9A-12NM-F 12N-4P M-SU 8-11P M-SU 11-1130PM-F 1130P-1A DMA P2+ P2+ Katu.com Users P2+ Website Non-users
Source: NPOWER Cross Platform Homes – April 28-May 25, 2011 Live+SD. Station Website M-SU 6am-6am
6 Cross-Platform Measurement Helps Local Case Study Stations Add Value to Broadcast and Digital
Conclusion With content, on-air talent, community relationships and, Our multi-platform most importantly, established sales teams on the ground, local TV stations have never been in a better position to value approach speaks to our and sell advertising space on their sites. Broadcast plus online represents an incredibly powerful combination for the future desire to better serve of local advertising. our markets, audiences, For local markets, TV station websites may contribute and advertisers. Fisher’s significant added reach to both early and late news broadcast audiences. From an advertiser perspective, value could TV and web properties, be added by running campaigns both online and offline in which include news, order to maximize reach. Notable differences may exist between the website users and newscast viewers in terms of lifestyle, entertainment, demographic composition. and more than 120 local Campaigns with specific messages for specific audiences can community sites, allow be demographically targeted and make use of the appropriate vehicle in order to reach the intended audience. Usage of us multiple options to a stations’ website may also show a notable impact on provide solutions for station ratings during all news-related dayparts. As a result, increased on-air programming efforts to encourage use our clients. We strive to of the stations website can be expected. Advertisers can take advantage of the online audience in order to build a coordinate our content multi-layered campaign, starting with local news broadcast and advertising efforts to spots and reinforcing or building upon that messaging via advertising on the station’s website. maximize the potential
Local media markets should quantify the discrete and and value of all of our incremental reach of their digital assets. This insight will help properties individually underscore the value of local cross-platform advertising. By understanding the value of the audience and across and as a whole. platforms, local stations will be able to measure the audience their website brings in order to build total cross-platform advertising packages, which show off the power of their – Justin Lewis, Director of Research for overall brand and the value of the breadth of their inventory. Fisher Communications
To learn more about how Nielsen can help you understand the interaction between your viewers and online users, contact [email protected] or visit www.nielsen.com
Copyright © 2012 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service 7names are trademarks or registered trademarks of their respective companies. 12/4360