January, 2010 The Power Of Local Broadcast Television Programming Programming.

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Presentation transcript:

January, 2010 The Power Of Local Broadcast Television Programming Programming

Targeting Political Advertising on Television? Who are the Viewers!

The American Political Landscape per MediaMark Research Source: 2008 Doublebase MediaMark Research and Intelligence Did Not Answer/Non-Political 20.2% Middle-of-the-Road 27.9% Middle-of-the-Road 27.9% Somewhat Conservative 20.2% Very Conservative 11.6% Very Liberal 5.0% Somewhat Liberal 10.9% Did Not Respond 24.4%

If You Take Out the Did Not Answer/Non-Political Source: 2008 Doublebase MediaMark Research and Intelligence 42.0%21.0%

Both Broadcast TV and Cable offer opportunities to target the spectrum from conservative through liberal.

Targeting via News Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Middle-SomewhatSomewhat Cable Netsof-the-roadConservativeLiberal Bloomberg TV CNBC CNN Fox News Channel Headline News CNN MSNBC

Targeting via News: Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Bloomberg TV CNBC CNN Fox News Channel Headline News CNN MSNBC Broadcast TV Early Eve News M-F Early Eve News WKD Early Morning News Early Morn Talk/News/Info Late Nite News/Info News Specials Sunday News/Interviews Middle-SomewhatSomewhat Cable Nets of-the-roadConservativeLiberal

Targeting via Sports Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Middle-SomewhatSomewhat Cable Netsof-the-roadConservativeLiberal ESPN Fox Sports Net Outdoor Channel

Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Middle-SomewhatSomewhat Cable Nets of-the-roadConservativeLiberal ESPN Fox Sports Net Outdoor Channel Broadcast TV College Football College Basketball Pro Football Golf Targeting via Sports

Prime Time Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Middle-SomewhatSomewhat Cable Nets of-the-roadConservativeLiberal TBS TNT USA Network Lifetime FX Hallmark Discovery Channel Targeting General Audience

Targeting General Audience/ Prime Time: Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Middle-SomewhatSomewhat Cable Nets of-the-roadConservativeLiberal TBS TNT USA Network Lifetime FX Hallmark Discovery Channel Broadcast TV ABC Prime CBS Prime Fox Prime NBC Prime

Cables Top 10 Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Top 10 Middle-of-the-Road (ABC, NBC, CBS, Fox Prime Time Average: 117) 1. Fox Sports Net114 2.DIY Network114 3.Speed Channel114 4.Great American Country114 5.Country Music TV111 6.Golf Channel111 7.American Movie Classics110 8.E!110 9.ESPN Classic The Learning Channel110

Cables Top 10 Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Somewhat Conservative 1.Golf Channel129 2.Outdoor Channel129 3.Great American Country124 4.Versus122 5.Military Channel119 6.HGTV118 7.Bloomberg TV117 8.ESPN DIY Network Fox Sports Net116 Somewhat Liberal 1.Bravo138 2.BBC America133 3.Adult Swim130 4.Fuse129 5.E!124 6.Style123 7.MSNBC122 8.Comedy Central118 9.Vh Headline News114

Broadcast TV Fringe/Prime Genres Middle-SomewhatSomewhat Broadcast TV Genres of-the-roadConservativeLiberal Daytime Talk/Variety Prime General Drama Prime PI, Suspense, Mystery, Crime Prime Sitcoms Prime Reality Shows Prime Documentary/Info Prime Feature Films Prime Entertainment Spec Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

Both Broadcast TV and Cable offer opportunities to target the spectrum from conservative through liberal. The Big Differences? Broadcast Reaches more Potential Votes and do so at a Lesser Cost!