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January, 2010
The Power Of Local Broadcast TelevisionThe Power Of Local Broadcast Television
ProgrammingProgramming
The Power Of Local Broadcast TelevisionThe Power Of Local Broadcast Television
ProgrammingProgramming
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
6.6%
14.4%
36.9%
26.7%
15.3%
Very Liberal SomewhatLiberal
Middle of theRoad
SomewhatConservative
VeryConservative
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- Somewhat SomewhatCable Nets of-the-road Conservative Liberal
Bloomberg TV 93 117 82CNBC 109 110 111CNN 108 106 112Fox News Channel 102 114 87Headline News CNN 107 108 114MSNBC 107 108 122
Targeting via News:
Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight
Bloomberg TV 93 117 82CNBC 109 110 111CNN 108 106 112Fox News Channel 102 114 87Headline News CNN 107 108 114MSNBC 107 108 122
Broadcast TV
Early Eve News M-F 114 110 103Early Eve News WKD 107 107 93Early Morning News 104 103 81Early Morn Talk/News/Info 111 112 113Late Nite News/Info 101 102 84News Specials 118 124 120Sunday News/Interviews 100 116 113
Middle- Somewhat SomewhatCable Nets of-the-road Conservative Liberal
Targeting via Sports
Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight
Middle- Somewhat SomewhatCable Nets of-the-road Conservative Liberal
ESPN 106 114 109Fox Sports Net 114 116 106Outdoor Channel 107 129 72
Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight
Middle- Somewhat SomewhatCable Nets of-the-road Conservative Liberal
ESPN 106 114 109Fox Sports Net 114 116 106Outdoor Channel 107 129 72
Broadcast TV
College Football 112 125 107College Basketball 106 123 118Pro Football 119 118 109Golf 101 136 98
Targeting via Sports
Prime Time
Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight
Middle- Somewhat SomewhatCable Nets of-the-road Conservative Liberal
TBS 107 105 111TNT 108 104 105USA Network 106 102 106Lifetime 103 102 92FX 109 107 104Hallmark 102 115 85Discovery Channel 105 106 102
Targeting General Audience
Targeting General Audience/Prime Time:
Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight
Middle- Somewhat SomewhatCable Nets of-the-road Conservative Liberal
TBS 107 105 111TNT 108 104 105USA Network 106 102 106Lifetime 103 102 92FX 109 107 104Hallmark 102 115 85Discovery Channel 105 106 102
Broadcast TV
ABC Prime 119 111 100CBS Prime 119 114 101Fox Prime 112 99 105NBC Prime 119 105 114
Cable’s 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 Net 1142. DIY Network 1143. Speed Channel 1144. Great American Country 1145. Country Music TV 1116. Golf Channel 1117. American Movie Classics 1108. E! 1109. ESPN Classic 110
10. The Learning Channel 110
Cable’s Top 10
Source: 2008 Doublebase MediaMark Research and Intelligence; Cable Prime Time 6P-Midnight
Somewhat Conservative
1. Golf Channel 129
2. Outdoor Channel 129
3. Great American Country 124
4. Versus 122
5. Military Channel 119
6. HGTV 118
7. Bloomberg TV 117
8. ESPN2 117
9. DIY Network 116
10. Fox Sports Net 116
Somewhat Liberal
1. Bravo 138
2. BBC America 133
3. Adult Swim 130
4. Fuse 129
5. E! 124
6. Style 123
7. MSNBC 122
8. Comedy Central 118
9. Vh1 117
10. Headline News 114
Broadcast TVFringe/Prime Genres
Middle- Somewhat SomewhatBroadcast TV Genres of-the-road Conservative Liberal
Daytime Talk/Variety 113 96 107
Prime General Drama 117 111 107
Prime PI, Suspense, Mystery, Crime117 108 98
Prime Sitcoms 117 97 112
Prime Reality Shows 115 108 95
Prime Documentary/Info 112 115 102
Prime Feature Films 103 96 71
Prime Entertainment Spec. 119 122 104
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!