Atlanta’s T.V. Viewing & Internet Households—What You Should Know
Source: Atlanta Feb’98-Jan’99 Scarborough, Nielsen Station Index
A study conducted by the Nielsen/NetRatings Internet
measurement service shows that the number of Internet homes in the United States are approximately 38 million. This figure corresponds to
105 million persons who have internet access. Atlanta is the #5 city in the U.S. for Internet usage,
and WB36! is the #1 WB Affiliate in the country. Atlanta’s I-net users are upscale, well-educated—and
youthful.
Atlanta is a youthful market with almost 70% of the population between the ages
of 18-49, while 63% of the National population is 18-49:
3531
6963 65
605353
3137
0
10
20
30
40
50
60
70
18-34 18-49 25-54 35-64 50+
Atlanta National
Source: NSI, Atlanta Scarborough
The majority of Internet Users in Atlanta are primarily 18-49:
38.6
78.374.2
49.9
21.7
0
10
20
30
40
50
60
70
80
P18-34 P18-49 P25-54 P35-54 P50+
Only 49.9% of Internet
users are 35-54.
Only 49.9% of Internet
users are 35-54.
The majority of Internet Users in Atlanta are primarily 18-49, while almost 40%
are 35-49:
38.6 39.7
21.7
0
5
10
15
20
25
30
35
40
P18-34 P35-49 P50+
Only 21.7% of Atlanta Internet Users are 50+
Only 21.7% of Atlanta Internet Users are 50+
Ways Atlantans Use On-Line Services:
11.311.5
13.5
14.117.5
19.720.6
25.136.1
0 10 20 30 40
Shopping
Sports Scores/Updates
Auto Info
Games
Financial Info
Work-Related
News
Research/Education
Total Adults 18+
Of the Atlanta Adults who have access to the Internet:
• 51.2% are female, while 48.8% are male. 61% are married.
• Almost half of them (47%) have children.
• 67% are college-educated.
• The majority earn an annual HH income of $50,000+.
Atlanta’s Young Adults are Frequent Users of Credit Cards:
75.8 75.2 74.7
63
52.5
24.2
0
10
20
30
40
50
60
70
80
18-49 18-24 25-54 25-49 35-54 50+
Total Adults Who Use the Internet & Used a major credit card in past three
months.
Total Adults Who Use the Internet & Used a major credit card in past three
months.
Without ignoring the significance of the 18-49 internet user in Atlanta,
what is the most effective way to target your .com
message?
Internet Users!
A closer examination of key dayparts will determine how to
effectively reach Atlanta’s
Despite popular belief, Atlanta’s early news does not effectively reach the
target internet user:
10096 92 89 88 83
68 67
0102030405060708090
100
MA
RK
ET
IND
EX
INT
ER
NE
T
WX
IA 6
PN
WS
WS
B 6
PN
WS
WG
NX
6P
NW
S
WX
IA 5
PN
WS
WS
B 5
PN
WS
WA
GA
6P
NW
S
WA
GA
5P
NW
S
INDEX
The early news viewer also under-delivers the market in computer
ownership:
-4%
5%
-4%
-2%
0%
2%
4%
6%
OWNS PC INDEX =96 DOES NOT OWN PC INDEX=105
DOES NOT OWN
OWNS A PC
For Atlanta Internet users, WB36! Seinfeld Reaches more users than most of affiliate late
news:
63,192
182,659
188,034
203,758
217,940
0 50,000 100,000 150,000 200,000 250,000
CUME PERSONS Adj May'99 NSI
WGNX 11P NEWS
WXIA 11P NEWS
WSB 11P NEWS
WB36 10P SEINFELD
WAGA 10P NEWS
ADULTS 18-49
In Atlanta’s prime access, WB36! Dominates the market with Internet
Users:
71
79
86
97
99
102
118
0 20 40 60 80 100 120
INDEX
WTBS
WXIA
WAGA
WUPA
WGNX
WSB
WB36
M-F 7P-8P
ADULTS 18-49
In prime, Atlanta’s internet users who view television are more concentrated
in WB36! than FOX, CBS, or UPN:
73
96
97
102
106
108
110
0 20 40 60 80 100 120
INDEX
WTBS/IND
WUPA/UPN
WGNX/CBS
WAGA/FOX
WATL/WB
WSB/ABC
WXIA/NBC
M-SA 8P-11P+ SU 7P-11P
ADULTS 18-49
The Following WB Prime programs outrank the competition in Internet User
Audience Composition:
Station/Program TTL Adult Cume/Internet
WB36/7th Heaven Mon 8p 143,081
WXIA/Law & Order Wed 10p 132,670
WB36/Jamie Foxx Thu 830p 131,641
WSB/Dharma & Greg Wed 8p 129,658
WB36/For Your Love Thu 930p 126,685
WSB/Sun Wonderful Disney 126,464
WB36/Steve Harvey Thu 9p 122,451
WSB/The Practice Sun 10p 117,060
WXIA/Will & Grace Tue 930p 102,775
Cume Persons Adjusted May’99 NSI
Cast of 7th HeavenCast of 7th Heaven
Cast of Jamie Foxx Show
Cast of Jamie Foxx Show
The Following WB Prime programs outrank the competition in Internet User Audience Composition in Adults 25-54:
Station/Program P25-54 Adult Cume
WATL/Jamie Foxx 104,772
WATL/For Your Love 104,433
WSB/ABC Sat 8p Movie 100,270
WATL/Steve Harvey 98,195
WATL/7th Heaven 94,508
WSB/ABC The Practice 94,256
WXIA/Thur 9p NBC 94,033
WXIA/Will & Grace 87,863
WSB/Sun 9p 20/20 85,378
Cume Persons Adjusted May’99 NSI
Cast of For Your LoveCast of For Your Love
Cast of For Your LoveCast of For Your Love
Internet Users are also heavy viewers of Sports:
112
110
108
107
107
104 106 108 110 112
Index
College Basketball
College Football
NFL Football
Mjr Lg Baseball
Atlanta Hawks
WB36! IS THE HOME OF ACC BASKETBALL & SEC FOOTBALL!
Against the News Magazine Format, Seinfeld & Friends reach more of the
cumulative Internet users:
Station/Program P18-49 Cume
WB36!/MF 10p Seinfeld 203,758
WB36!/MF 1030P Friends 174,296
WXIA/Dateline Tues 10p 82,014
WSB/20/20 Friday 10p 76,139
WSB/20/20 Wed 10p 69,163
WSB/20/20 Mon 8p 66,118
WXIA/Dateline Sun 61,370
WGNX/60 Min II Wed 59,572
WXIA/Dateline Wed 8p 50,489
WGNX/Sun 7p 60 Minutes 26,660
The Cast of Seinfeld
The Cast of Seinfeld
Against the News Magazine Format, Seinfeld & Friends reach more of the cumulative Internet users in A25-54:
Station/Program P25-54 Cume
WB36!/MSU 10p Seinfeld 173,535
WB36!/MF 1030P Friends 140,354
WSB/SU 9P 20/20 85,378
WXIA/TU 10P Dateline 80,929
WSB/FRI 10P 20/20 75,800
WSB/MON 8P 20/20 73,161
WSB/WED 10P 20/20 68,481
WGNX/WED 9P 60 MIN II 58,440
WXIA/WED 8P Dateline 56,417
WGNX/SUN 7P 60 Minutes 42,523
WXIA/SUN 7P Dateline 37,957
The Cast of FriendsThe Cast of Friends
In Summary...• Although National Data may show that
Internet Users are older, Atlanta’s Internet Users are primarily 18-49.
• The younger core of Internet users outdeliver older demo cells in credit card usage.
• News is not the most effective way to reach Atlanta’s Internet Users.
• WB prime has a higher cume of internet users than many of the other networks.
In reaching Atlanta’s young, households with
families, and upscale internet users, WB36! can
effectively reach your target consumer!
Cable Television Weaknesses:
• Fractionalization: Often many different cable systems will carve up a market so the system cannot reach the full market.
• Coverage: While Atlanta has a 71% cable penetration, you’re missing almost 30% of the market--which equates to more than 516,000 households.
• Time Spent: The vast majority of viewing is still to over-the-air television.
• Advertising on cable: Limits an effective reach, but yields a high frequency. In essence, you are reaching the same households over and over again.
Source: TVB, The Media Center.
The Weaknesses of Radio:
• Atlanta has 70 Radio Stations. Each of these stations has its own loyal audience—which in turn causes audience fragmentation. When you’re trying to reach a substantial audience of different people, the fragmentation makes it difficult and expensive to buy.
• To reach the largest audiences, it is best to advertise during Morning Drive. The drawback is that advertisers will not receive the benefit from reach & frequency across the day or from other non-drive-time hours.
• Television provides sight, sound, and motion, while Radio provides sound only. Listeners are often distracted while driving.
Source: TVB, The Media Center.