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WRAL.com Media KitWRAL.com Media Kit
Industry TrendsIndustry Trends
Internet Usage to Increase at Higher Pace Than AllOther Media
High Interaction Between TV And WebHave you ever done any of the Following?
41%
50%
75%
Watched the local
news and used the
internet to lookup
news at the same
time
Turned to a local
news program on
television because
of something you
saw on that
station's website
Logged on to a
local news station's
website because of
something you saw
on that television
station
% Respondents
Source: IB Smith Geiger online survey of 976 online news users, and 1,132 IB site visitors, Jan ’05
Web Is The #1 Activity At Work
Non-Work Related Activities Performed by US
Employees While at Work, 2005 (as a % of
respondents)
44.7%
23.4%
6.8%3.9% 3.1% 2.3% 1.3% 1.0% 1.0%
12.5%
Su
rfin
g t
he
Inte
rnet
(per
son
al u
se)
So
cial
izin
g w
ith c
o-
wor
kers
Co
nd
uct
ing
per
son
al
busi
ness
Sp
acin
g O
ut
Ru
nn
ing
err
and
s o
ff-
prem
esis
Mak
ing
per
son
al p
ho
ne
calls
Ap
ply
ing
fo
r o
ther
job
s
Pla
nn
ing
per
soan
l eve
nts
Arr
ivin
g la
te/le
avin
g ea
rly
Oth
er
Source: American Online / Salary.com, July 2005
News Is The #1 Choice At WorkTypes of Sites Visited by US Employees While
Accessing the Internet at Work for Personal
Reasons, 2005 (as a % of respondents)81%
61%58% 56%
52%
39% 37%
28%24%
20%
15%12%
9%
4% 3%
New
s
Per
sona
l e-m
ail
On
line
ban
kin
g
Trav
el
Sh
op
pin
g
Au
ctio
n
Spo
rts
Inve
stm
ent/s
tock
purc
hasi
ng
Site
s w
ith v
ideo
clip
s or
live
mus
ic
Free
sof
twar
e
do
wn
load
s
Gam
es
Cha
t
room
s/m
essa
ge
boar
ds
MP
3 do
wnl
oads
Gam
blin
g
Hac
king
too
ls
Source: Harris Interactive, conducted by WebSense, May 2005
TV And Web Are The Top Preferred MediaQ: If you could use two media in your life, which two of
the media listed below would you use?
Source: Online Publishers Association, PricewaterhouseCoopers, Sep ‘04
Raleigh Web Out-Reaches Cable
Sources: Cable - Nielsen Media Research/NSI, May ’06 Internet - Nielsen//NetRatings, Feb ’06
69%
61%
About WRAL.comAbout WRAL.com
WRAL.com offers…
The Best ‘Up to the Minute’ Content.
Heavily Promoted on WRAL-TV, the #1 TVStation in the Market via PromotionalAnnouncements and News Mentions.
Drives a Large, Unique, At-Work Audience.
Complements TV Viewership.
Satisfies Client Needs with Customized Solutions.
• Unique User: The size of your audience. It is the count ofindividual computers who log onto to a website, usually quoted as amonthly figure.
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Jan Feb Mar Apr May June
In 2006 WRAL.comaveraged 1.4 Million
monthly Unique Users.After our redesign we are
now averaging almost2 million Unique Userseach month (1.998 Million)
Source: Omniture 2007
• Pageviews: The measure of activity. It is a cumulativecount of the separate web pages viewed on a website,usually quoted as a monthly figure.
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
Jan Feb Mar Apr May June
In 2006 WRAL.com averaged31 Million monthly pageviews.After our redesign we are now
averagingover 50 million Pageviews
each month
Source: Omniture 2007
• Average Time Spent on Site: The average length of time auser spends on a site. With the advent of video and Web 2.0 thismeasure is becoming more important to advertisers and in manycases has supplanted to pageview measure in value.
07’ Average Minutes Per VisitJanuary 20.25February 21.97
March 22.50April 23.54May 23.84June 27.12
• Recently, Average Time Spent onSite has become an importantmetric when evaluating websites.Nielsen Net Ratings announced itwould be valuing this measurementmore than total pageviews whenrating websites. They said with theincreased use of video and Web2.0 this would help advertisersbetter judge the strength of awebsites.
Source: Omniture 2007
WRAL.com is the #1 Local WebsiteIn the Market
69.8%Google.com52.8%Yahoo.com
9.3%UNCtv.org9.6%Triangle.com
13.0%NBC17.com13.4%Monster.com14.0%ABC11TV.com27.8%NewsObserver.com39.0%Weather.com45.0%WRAL.COM
% of HH who visited the website in the pastmonth*Local Website
Source: The Media Audit, Mar-Apr 2006* The % based on HH in the metro area
WRAL.com has the Highest Market Reachin the USA for a Local News Website
36.1%Omaha.com(Omaha World – Herald)
35.6%Hamptonroads.com(Virginian – Pilot)
45.0%WRAL.com
35.9%Charlotte.com(Charlotte Observer)
36.0%Cincinnati.com [net](Cincinnati Enquirer)
37.4%MYSA.com(San Antonio Express)
Madison.com(Capital Times)
Washingtonpost.com
Local News Websites withthe Highest Market Reach in
the USA
41.1%
43.9%
% of Adults 18+ who visited thewebsite in the past month*
Source: The Media Audit, Mar 06 – Apr 06. *The % based on Adults 18+ in the metro area
WRAL.com vs. the Top 10 Radio Stations
Cume Persons
0
100,000
200,000
300,000
400,000
500,000
WRAL.
com
WQDR-F
M
WRAL-
FM
WDCG-F
M
WQOK-F
M
WUNC-F
M
WRDU-F
M
WRSN-F
M
WPTF
-AM
WNNL-
FM
WBBB-F
M
Cume Persons
Raleigh MediaCume Audience Rankings
Scarborough Research Release 1 2006, Apr ‘05-Mar ’06 (Radio Cume is 6AM-Midnight)
Station
Cum
e P
erso
ns
WRAL.com vs. Cable StationsRaleigh Media
Cume Audience Rankings
Cume Persons
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
WR
AL.c
om
TNT M
-Su
Prime
USA M
-Su P
rime
ESPN M
-Su P
rime
CNN M
-Su P
rime
LIFE M
-Su P
rime
A&E M
-Su P
rime
VH1 M
-Su P
rimeC
ume
Per
sons
Station
Scarborough Research Release 1 2006, Apr ‘05-Mar ’06
WRAL.com VisitorsWRAL.com Visitors
• Incredibly strong brand loyalty in the Raleigh/Durham/FayettevilleDMA. We have 10 years of communicating with our users and trackingtheir usage patterns which enables us to deliver a very trusting audienceto our advertisers.
CNN
1.1%
FARK
0.3%
RR.com
0.2%
MSN
1.1%
No Referral,
Bookmark, Type In
Url, Newletter Link
88.1%
Other referring
sites
3.1%
2.9%
YAHOO
1.3%
Drudge
1.8%Although this statistic will likely change due toour SEO efforts, in 2005 and 2006 over 88% ofour users got to WRAL.com by typing our URLinto a browser or search engine.
WebTrends (January 2006 - October 2006 Data)
Profile of WRAL.com VisitorsProfile of WRAL.com Visitors
18-34 35-49 50+
33% 41% 26%
45%
25%
17%
6%7%
Less Than $25K
$25K-$34K
$35K-$49K
$50K-$74K
$75K+
Age Distribution
Female = 54%
Male = 46%
Male/Female Ratio
Income
Scarborough Research Release 1 2006, Apr ‘05-Mar ’06
Profile of WRAL.com Users
40%
20%
32%
8%
One
Two
Three
Four+
Home Ownership
1%Other
14%Rent
85%Own
Household SizeNumber ofHouseholdMembers
0
15
30
45
60
75
90
Full Time
(35+ Hours)
Part Time
(>35 Hours)
Not
Employed
Employment Status
Scarborough Research Release 1 2006, Apr ‘05-Mar ’06
WRAL.com Client & Website Visitor Testimonials“The WRAL.com contest worked very well for the SouthernWomen’s Show and Blue Water Spa. We had 2,242 peopleregister for tickets to the show and a day at the spa. Capturingthese targeted names was extremely beneficial to the show andwill build show awareness for future years. Several show guestscommented that they had seen the show advertised onWRAL.com. We plan to continue advertising on WRAL.com inthe future.”
Ramsay YoungerSouthern Shows, Inc.
“We would like to thank you and WRAL for a fantastic night out on Tuesday,Dec 28th. The atmosphere and food at Overture's restaurant was great. TheCirque Dreams show was outstanding. Thank you so much for this opportunity.It was our first time visiting the BTI center and we will definitely go back againand will recommend it to all our family and friends. Again thank you so muchand we will continue supporting WRAL. Have a great day!!!”
Dennis and Darlene WilliamsWinner of Broadway Series South Register-To-Win Contest on WRAL.com
WRAL.com AdvertisingWRAL.com AdvertisingOpportunitiesOpportunities
WRAL.com Online Ad Formats:
New Design – Home PageLaunch Date: December 15, 2006
Ad Elements
SectionSponsorshipTile
Ad Elements Floating Rich Media BannerAppears on the users screen for up to6 seconds and disappears – alwaysserved with a clearly marked “Close”button.
Ad ElementsLeaderboard
728x90
Display
300x250
Ad Elements
Skyscraper160x600
Ad Elements
Text Links
Leaderboard 728x90
Ad Elements
Stand-Alone EmailSent to our Opt-In Subscriber Base
Email Newsletter BannerA 300x250 Display banner serves in ourDaily News Updates and other dailynewsletters.
Ad ElementsDesktop WeatherApplication Sponsorship
Thisapplication isdownloadeddirectly to auser’sdesktop. Itappears onthe computereach timeWRAL andGreg Fishelissue aweatherALERT orUPDATE ofany kind.