Television and Newspaper

Which is the most effective advertising

medium for your business?

Presented by: KSL-TV Research

Newspaper Task Force

• Local Account Executives– 2 Account Executives assigned to work with Research Department

– One Quarter to complete project

– National/Local Trends

Newspaper Task Force• Focus:

–In-house computer software/research:

–Stowell, Scarborough, Qualitap

–External research: TVB, NAA, Starch, Belden

–Speaker (Former NP Account Executive)

Newspaper Task Force• Focus:

–Newspaper Websites–Rate Information–Newspaper Ads–Newspaper Terminology

Internet Sites• Research Sites

–www.tvb.orgwww.naa.org

–www.org/national/index.html–www.org/retail/index.html–www.beldenvue@aol.com–tvadvertising.com–Local Newspaper Web Sites

Newspaper Task Force

• Project Finalization–Trainer Guide–Sales One Sheets–Sales Training

Newspaper Facts• Pros

–History–Visual–Ad Variety–In Depth–Tracking

• Cons–Passive–Decreased Market

Penetration –Browsers, Not

Readers–Readers Don’t See

Ads–Coupon Usage is

Declining–Ad Clutter

Source: RAB Media Facts 12/10/97

Newspaper Trends

• The percentage of Americans reading weekday newspapers has dropped from 67% in 1977 to 51% in 1997

Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”

Newspaper Trends

• The decline has spanned every income and educational level

Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”

Newspaper Trends

• Weekday newspapers reach approximately 6 out of 10 American Adults

• Sunday editions reach 7 out of 10 American Adults

Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”

Read59%

Do Not Read41%

Newspaper Trends

U.S. Daily/Sunday/Weekend Newspaper Reading Audience

1996 Avg Adult Daily Readership

Source: NAA Facts About Newspapers, 1997; A18+ Total Population

Read69%

Do Not Read31%1996 Avg Adult

Sunday/Weekend Readership

U.S. Daily/Sun/Weekend Newspaper Reading Audience

Source: WR Simmons & Associates, 1970-19977; Simmons Market Research Bureau, Inc. 1980-1994; Scarborough Reports-Top 50 Markets, 1995-1996

Year Weekday Sun/Weekend1970 78% 72%1980 67% 67%1985 64% 65%1990 62% 67%1995 64% 73%1996 59% 69%

%chg. ‘70-’96 -24% -5.3%

Salt Lake Tribune/Deseret News Historical Trend

Source: Audit Bureau of Circulation’s 6 month report ending 9/30/98

Metro HH Gross Circ. Adv. Cost Year %chg %chg %chg

1993 0.0% 0.0% 0.0%

1994 1.6% 1.0% 0.0%

1995 4.1% 2.0% 8.0%

1996 6.3% 3.0% 8.0%

1997 8.7% 4.2% 13.2%

1998 11.3% 2.9% 17.7%

Salt Lake City Newspaper Reading Audience

Read61%

Do Not Read39%

39% of the Adults 18+ in the Salt Lake Market Do not Read

the Daily Newspaper!

Source: Stowell, 1997

The Salt Lake Market is Spending Less Time with the

Daily Paper

16.1

14.515.6

27.4

2423.9

6.98.1

9.410.2

10

7.15.3

5.84.1

0

5

10

15

20

25

30

<15' 16-30' 31-45' 46-60' 60'+

1989 1995 1997

Source: Stowell, 1989, 1995, 1997

15.6

21.9

44.4

18.1

7.3

16

34

42.7

0

5

10

15

20

25

30

35

40

45

<30' 30'+

A18-24

A25-34

A35-54

A55+

Percentage of Adults in the Salt Lake Market Who Read

the Daily Paper

Source: Scarborough, Feb’98-Jan’99

26

4641 46

5452

38

49

42.7 57

0

10

20

30

40

50

60

Men Women

Sports Entertainment Comics Business/Finance Classifieds

Persons 18+ NOT Noting Ads in Specific Sections of the

Newspaper (%)

Source: Starch Database, 6000+ Interviews September 1995-Adnorms

4240 42

38 36 36

62

7260 42.7 57 58

0

10

20

30

40

50

60

70

80

Men Women

Confectionary Soaps Pet Food/Pet Care

HH Products/Cleansers Soft Drinks Toiletries

Noting of Grocery Ads (%)

Source: Starch Database, 6000+ Interviews September 1995-Adnorms

6365

66

74

56

58

60

62

64

66

68

70

72

74

1st Quarter 2nd Quarter 3rd Quarter 4th Quarter

Do Adults Pay Attention to Newspaper Ads?

Source: Starch Database, 6000+ Interviews September 1995-Adnorms

% of People Not Noting Ads

Salt Lake Market

Source: Stowell, 1997

Newspaper Reader Demographic Profile

Source: Scarborough, Feb’98-Jan’99

Market• 50.1% Male• 49.9% Female• A25-54: 60.6%• HHI: $50k-$74,999k

19.7%• 66.1% Married• 20.5% Coll. Degr.+• 73.7% Own Home

Market• 52.6% Male• 47.4% Female• Avg Age: 42.2• Avg HHI: $54,973

• 66.7% Married• 36.2% Coll. Degr.+• 78.1% Own Home

Salt Lake Market

Source: Stowell, 1997

• 52.3% Male• 47.7% Female• Avg Age: 42.1• Avg HHI: $53,367• 69.3% Married• 34.4% Coll. Deg.+• 76.3% Own Home

Read <15’ Read 16’-30’• 52.6% Male• 47.4% Female• Avg Age: 38.4• Avg HHI: $58,820• 64.7% Married• 42.3% Coll. Deg.+• 75.6% Own Home

Newspaper Reader Demographic Profile

Source: Stowell, 1997

• 59.2% Male• 40.8% Female• Avg Age: 49.6• Avg HHI: $56,917• 67.6% Married• 29.6% Coll. Deg.+• 83.1% Own Home

• 53.2% Male• 46.8% Female• Avg Age: 47.4• Avg HHI: $57,209• 73.4% Married• 41.4% Coll. Deg.+• 83.0% Own Home

Read 46-60’Read 31’-45’

Salt Lake MarketNewspaper Reader Demographic Profile

Do Adults Pay Attention to Newspaper Inserts?

No51.9%

Yes48.1%

Are your advertising dollars working most effectively for

your business?

Source: Stowell, 1997

4-5 Hrs5-6 Hrs

6-7 Hrs 6-7 Hrs

7+ Hrs

0

1

2

3

4

5

6

7

8 1950's

1960's

1970's

1980's

1990's

Television Viewership is on the Rise

Source: TVB Nielsen Media Research NTI Annual Averages

52%

11%

26%

11%

Television Magazines Newspapers Radio

Which Advertising Medium is Most Authoritative

Among Adults?

Source: TVB and the MEDIACENTER,1998

80%

4%8%

8%

Television Magazines Newspapers Radio

Which Advertising Medium is Most Influential Among Adults?

Source: TVB and the MEDIACENTER,1998

77%

7%5%

11%

Television Magazines Newspapers Radio

Which Advertising Medium is Most Exciting Among Adults?

Source: TVB and the MEDIACENTER,1998

40%

14%

34%

12%

Television Magazines Newspapers Radio

Which Advertising Medium is Most Believable Among Adults?

Source: TVB and the MEDIACENTER,1998

Adults Spend More Time With Television Each Day

Source: TVB and the MEDIACENTER,1998

TV NP Radio Mag.

A25-54 213’ 27’ 137’ 16’

$50-<$75k 192’ 25’ 103’ 20’

College Grad+ 166’ 36’ 115’ 22’

Prof/Tech/Mgr/ 159’ 3’ 139’ 16’ Prop

Time Spent Yesterday in Minutes with Major Media

Television Reaches More Adults Than Any Other Medium

Source: TVB and the MEDIACENTER,1998

TV NP Radio Mag.

A25-54 89 58 77 36

$50-<$75k 87 59 76 45

College Grad+ 85 67 79 41

Prof/Tech/Mgr/ 87 66 79 37 Prop

Reached Yesterday By Major Media (%)

Time Spent Yesterday with Major Media (Minutes)

Source: TVB and the MEDIACENTER,1998

22'36'

115' 166'

0

20

40

60

80

100

120

Magazines Newspapers Radio Television

College Graduate+

Reached Yesterday by Major Media (%)

Source: TVB and the MEDIACENTER,1998

41%

67%79%

85%

0

10

20

30

40

50

60

70

80

90

Magazines Newspapers Radio Television

College Graduate+

Summary• Utilize Research Sources• Involve Your Account

Executives–Bonus from management for increase in sales

–Get AE input: They know their clients

• Change clients mind set• Media Mix with newspaper