KRCR News Channel 7

Media Kit 2010

For new advertisers

Why Advertise?Advertising can:

• Generate awareness• Build credibility• Increase sales

advertising builds a powerful brand.

Most importantly….

Why Branding?Branding is a strategic approach to building a superior customer experience. Advertising is the culmination of your marketing and branding strategy.

Branding focuses on:• Creating a superior product or service• Communicating your excellence to potential customers

Why Branding?Think of the world’s most powerful brands…..

Now consider what they have in common?

These companies create strategic branding Campaigns and use advertising to communicatethat message.

Television Advertising

Television is the #1 medium

The world’s top brands also know the secret to successful advertising…using television to communicate their message on the most consumed medium in the world.

Television Advertising

• Most cost-effective medium• The largest audience• The ability to generate frequency• The most diverse demographic

Television is the only medium to…

Incorporate sight, sound, motion, and emotion

Adults 18+0

50

100

150

200

250

TVRadioNewspaperMagazineInternet

Television Advertising

When comparing time spent and adults reached, television has the broadest daily reach among Adults 18+ with 90.2%. *

**Source: TVB Media Comparisons Study 2008, Adults 18+

Tele

vis

ion

The Most Influential

Comprehensive research showed that television is considered the most influential and authoritative medium by far.

**Source: TVB Media Comparisons Study 2008, Adults 18+

Internet; 19.03%

Magazines; 1.93%

Radio; 22.55%

Newspaper; 3.45%

Television, 53.05%

Television vs. Radio

• Less Audience• Less Reach• Less Frequency

**Source: Nielsen Research

iPhone, iTunes, Satellite Radio, Mp3s…radio shrinks as new technology emerges, whereas television viewing audiences have grown to the highest levels in history!

Radio is shrinking in relevance…

Radio…

Television vs. Newspaper

• Less Audience• Paid medium• Expensive

**Source: Nielsen Research

The decline of the newspaper industry is well-known; advertisers pay expensive rates to reach a shrinking audience, and ad placement isn’t segmented by category…so your ad may run right next to your competitor!

Newspaper …

Newspaper…

Broadcast vs. Cable

**Source: Nielsen Research

While cable and satellite penetration can top 90% of TV households, no individual cable network comes to anything near that by the end of an average week. Not one cable network tops 40%. By contrast, 4 of the 6 major broadcast networks reach over 70%. To achieve even one rating point your message would have to run at an incredibly high-frequency over various networks.

Cable …

• Less audience• Expensive Cost-Per-Point• Fragmented reach

Broadcast vs. Cable

**Source: TVB, weekly combined ratings, national avg.

CBS

NBC

ABC

FOX

CW

MNTCABLE: TBSCABLE: USA

CABLE: ESPN

CABLE: TNT

CABLE: FX

CABLE: HIST

CABLE: DISC

CABLE: A&E

CABLE: NICKCABLE: SPIKE

CABLE: AMC CABLE: CMDY.

It takes the top 12 cable

channels to equal the combined

viewing power of the 6 broadcast

networks.

Why choose KRCR?

KRCR Ratings Prove It!

Television is the #1, Broadcast is the #1, and KRCR is the #1 broadcast station in northern California.

Let’s review some of our rating highlights!

KRCR DOMINATESA25-54

6-7a 7-9 GMA 5p 5:30p 6:30p 11p0

1

2

3

4

5

6

7

8

9

10KRCR Ch.7KHSL Ch. 12KNVN Ch. 24

KRCR ratings

are

815% higher than

our competito

rs combine

d!Source: Nielsen Media Research ~ May 2010 Based on averages of all day-parts

Shasta County

KRCR DOMINATESA35+

6-7a 7-9 GMA 5p 5:30p 6:30p 11p02468

1012141618

KRCR Ch.7

KHSL Ch. 12

KNVN Ch. 24

Source: Nielsen Media Research ~ May 2010 Based on combined ratings, 5p-6:30p

78%

8%

14%

KRCR holds 78% of the evening news viewing audience

Shasta County

KRCR DOMINATESA55+

6-7a 7-9 GMA 5p 5:30p 6:30p 11p0

5

10

15

20

25

19.7 19.818

3.4 3.8

6.4

KRCR Ch.7

KHSL Ch. 12

KNVN Ch. 24

Source: Nielsen Media Research ~ May 2010 Based on 5p and 5:30p News

Shasta County

Ratings for our evening news are as much as

5 TIMES GREATER than that of our nearest competitor!

KRCR DOMINATESA18-49

6-7a 7-9 GMA 5p 5:30p 6:30p 11p0123456789

KRCR Ch.7KHSL Ch. 12KNVN Ch. 24

Source: Nielsen Media Research ~ May 2010 Based on combined ratings for 6-7a

Shasta County

Daybreak: 87% of total local news audience

5p News : 90% of total local news audience

5:30p News: 93% of total local news audience