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

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Presentation on theme: "January, 2010 The Power Of Local Broadcast Television Programming Programming."— Presentation transcript:

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

2 Targeting Political Advertising on Television? Who are the Viewers!

3 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%

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

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

6 Targeting via News Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Middle-SomewhatSomewhat Cable Netsof-the-roadConservativeLiberal Bloomberg TV9311782 CNBC109110111 CNN108106112 Fox News Channel10211487 Headline News CNN107108114 MSNBC107108122

7 Targeting via News: Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Bloomberg TV9311782 CNBC109110111 CNN108106112 Fox News Channel10211487 Headline News CNN107108114 MSNBC107108122 Broadcast TV Early Eve News M-F114110103 Early Eve News WKD10710793 Early Morning News10410381 Early Morn Talk/News/Info111112113 Late Nite News/Info10110284 News Specials118124120 Sunday News/Interviews100116113 Middle-SomewhatSomewhat Cable Nets of-the-roadConservativeLiberal

8 Targeting via Sports Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Middle-SomewhatSomewhat Cable Netsof-the-roadConservativeLiberal ESPN106114109 Fox Sports Net114116106 Outdoor Channel 10712972

9 Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Middle-SomewhatSomewhat Cable Nets of-the-roadConservativeLiberal ESPN106114109 Fox Sports Net114116106 Outdoor Channel 10712972 Broadcast TV College Football112125107 College Basketball106123118 Pro Football119118109 Golf10113698 Targeting via Sports

10 Prime Time Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Middle-SomewhatSomewhat Cable Nets of-the-roadConservativeLiberal TBS107105111 TNT108104105 USA Network106102106 Lifetime10310292 FX109107104 Hallmark10211585 Discovery Channel105106102 Targeting General Audience

11 Targeting General Audience/ Prime Time: Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight Middle-SomewhatSomewhat Cable Nets of-the-roadConservativeLiberal TBS107105111 TNT108104105 USA Network106102106 Lifetime10310292 FX109107104 Hallmark10211585 Discovery Channel105106102 Broadcast TV ABC Prime119111100 CBS Prime119114101 Fox Prime11299105 NBC Prime119105114

12 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 Classic110 10.The Learning Channel110

13 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.ESPN2117 9.DIY Network116 10.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.Vh1117 10.Headline News114

14 Broadcast TV Fringe/Prime Genres Middle-SomewhatSomewhat Broadcast TV Genres of-the-roadConservativeLiberal Daytime Talk/Variety11396107 Prime General Drama117111107 Prime PI, Suspense, Mystery, Crime11710898 Prime Sitcoms11797112 Prime Reality Shows11510895 Prime Documentary/Info112115102 Prime Feature Films1039671 Prime Entertainment Spec.119122104 Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight

15 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!

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