media kit

SOUTHWEST MISSOURI’S
#1 TV STATION
MEDIA
KIT
Springfield’s NBC Affiliate For 58 Years
KY3, Inc. • 999 W Sunshine • Springfield, MO 65807 • 417-268-3000 • Fax 417-268-3100
Why Advertise?
Advertising creates brand awareness.
People who’ve seen ads about your product or service will recognize and
remember your business when it comes time to make buying decisions.
Advertising speeds up the buying cycle.
Potential customers are more receptive to advertised products, increasing
the likelihood that they will open mailings, read brochures, and listen to sales
people.
Advertising increases conversions.
Once prospective new customers are aware of the benefits of your product
or service, the chances they will switch to your offering increase significantly.
Advertising boosts sales volumes.
Every ad you run in the right place is like having a sales force of tens of
thousands of people strong knocking on the doors of potential buyers.
Advertising enhances prestige.
Businesses that advertise are seen as more credible because of
advertising’s power to build image, awareness, and preferences.
Advertising is an investment in your business!
KY3, Inc. • 999 W Sunshine • Springfield, MO 65807 • 417-268-3000 • Fax 417-268-3100
KY3 News Team
Steve Grant
Chad Plein
Lisa Rose
Maria Neider
Why KY3?
#1 NBC Affiliate in Top 100 Markets in the U.S.
Ethan Forhetz
31 counties covered in Southwest Missouri & Northern Arkansas
Five nationally ranked news programs per day, Monday-Friday
Most combined anchor experience
Only station to deliver local weekend morning news
Paul Adler
AWARD WINNING TELEVISION
Emmy Awards
Best Newscast 2006
Paula Morehouse
Missouri Broadcasters
Ashley Reynolds
Sara Forhetz
Mike Landis
Linda Russell
Jay Scherder
Dustin Hodges
Ron Hearst
Brandon Beck
Sarah Jones
Abby Dyer
Best Website 2010, 2009
Best Weathercast 2011, 2008, 2007, 2005
Feature Reporting 2008, 2007
Complete Newscast 2011, 2009, 2008, 2007, 2006
Spot News 2009, 2008, 2007, 2005
Investigative Reporting 2011, 2010, 2008, 2006, 2005
Children’s Programming 2011, 2010, 2009, 2008, 2006
News Series 2011, 2010, 2008
Public Affairs 2010, 2008
Public Service Announcement 2011, 2010
Documentary/Public Affairs 2011
Promotion 2011
Edward R. Murrow Awards
Ned Reynolds
Joe Hickman
Video Reporting: Hard News 2010
Overall Excellence: KY3 News 2007
Featured Reporting 2006
Coverage Map
Metro
▬
Market
▬
Cable Penetration
Market Rank # 74
DMA Total Persons:
Total Households
DMA TV Households:
Metro TV Households:
DMA Cable Penetration:
Metro Cable Penetration:
DMA ADS Penetration:
Metro ADS Penetration:
DMA Antenna Homes
998,000
429,400
424,270
176,430
31.7%
40%
50.3%
40%
18%
■ Cable Insertion Area with %
of cable penetration/county
Commercials on broadcast television are
seen in every TV household—those with
antenna, cable, and/or satellite.
Source: Nielsen Station Index May11, TVB May 2011
KY3, Inc. • 999 W Sunshine • Springfield, MO 65807 • 417-268-3000 • Fax 417-268-3100
Media Reach
Commercials on broadcast television are seen in every TV household—those with
antenna/converter box, cable, and/or satellite. If you wanted to reach the entire DMA
using cable you would have to purchase insertable channels from all 18 cable providers.
Wired Cable
OnMedia
Satellite
Broadcast
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
May08 Jul08
Nov08 Mar09 May09 Jul09
Nov09 Feb10 May10 July10 Nov10 Feb11 May11
Wired
Cable
31.0% 29.8% 28.9% 29.5% 30.6% 33.8% 32.5% 30.5% 29.6% 29.3% 30.0% 30.8% 31.7%
Satellite
49.1% 50.7% 51.0% 49.9% 50.1% 46.9% 49.5% 52.2% 53.5% 53.3% 52.4% 51.7% 50.3%
OnMedia
16.5% 15.8% 16.3% 16.4% 17.1% 18.9% 18.1% 17.3% 16.6% 16.5% 16.5% 16.6% 17.1%
Broadcast
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
Source: TVB Research, Nielsen Station Index May11
KY3, Inc. • 999 W Sunshine • Springfield, MO 65807 • 417-268-3000 • Fax 417-268-3100
Advertising: Broadcast Television
Springfield Area Broadcast Television
Demographic
Persons
(in thousands)
% of total
Total persons
998,000
100%
Adults 18+
786,000
79%
Adults 18-49
428,000
43%
Adults 25-54
404,000
40%
Adults 35+
552,000
55%
Adults 50+
358,000
36%
Women 18-49
215,000
22%
Women 25-54
205,000
21%
Men 18-49
213,000
21%
Working Women
158,000
16%
Teenagers (12-17)
79,000
8%
Children (2-11)
133,000
13%
Reach:
The term “reach” is used in broadcast advertising to indicate the number of different
households or persons exposed to a commercial campaign.
Frequency:
“Frequency” refers to the average number of times each home or viewer is reached or
exposed to an advertiser’s commercial within a given period of time.
Ratings:
Television households in the Metro/DMA area tuned to a specific station as a percent of
the Metro/DMA area TV households.
Source: Nielsen Media Research May11
KY3, Inc. • 999 W Sunshine • Springfield, MO 65807 • 417-268-3000 • Fax 417-268-3100
KY3 Programming
KEYS AND WHEELS is a program that provides tips to
our viewers delivered as a :30 second on-air vignettes. In
addition to a commercial schedule, these :30 second tips
are informational, which allows you to educate/inform
viewers and promote your business at the same time.
HEALTH WISE is a program that provides
health tips to KY3 viewers delivered as :30
second on-air vignettes. In addition to a
commercial schedule, these :30 second tips are
informational and allow you to promote your
business. The tips encompass the broad field of
health from surgical procedures to healthy eating
choices.
OUR CHILDREN, OUR FUTURE is a
program that provides educational tips to
viewers delivered as :30 second on-air
vignettes. In addition to a commercial
schedule, these :30 second tips are
informational/educational and allow you to
promote your business.
FOCUS ON HOME is a program that
provides tips to our viewers delivered as a
:30 second on-air vignette. In addition to a
commercial schedule, these :30 second
tips are informational, which allows you to
educate/inform viewers and promote your
business at the same time.
KY3, Inc. • 999 W Sunshine • Springfield, MO 65807 • 417-268-3000 • Fax 417-268-3100
KY3 1Q 2012 Programming
Monday
Tuesday
Wednesday
Thursday
Friday
5:00AM
5:30AM
Saturday
Sunday
U.S. FARM
REPORT
PAID PROGRAM
KY3 OZARKS TODAY
6:00AM
6:30AM
7:00AM
7:30AM
PAID PROGRAM
SATURDAY
TODAY
P ALLEN SMITH
OZARKS TODAY
WEEKEND
OZARKS TODAY
WEEKEND
SATURDAY
TODAY
SUNDAY TODAY
LET BIBLE SPK
TODAY SHOW
8:00AM
8:30AM
9:00AM
MEET THE
PRESS
TODAY SHOW II
9:30AM
10:00AM
TODAY SHOW III
10:30AM
11:00AM
QUBO
PAID PROGRAM
PAID PROGRAM
ANDERSON COOPER
11:30AM
12:00PM
KY3 NEWS AT NOON
12:30PM
ANDY
1:00PM
DAYS OF OUR LIVES
1:30PM
2:00PM
SPORTS/
SPECIALS
THE DOCTORS
2:30PM
3:00PM
SPORTS/
SPECIALS
DR. PHIL
3:30PM
4:00PM
ELLEN
4:30PM
5:00PM
KY3 NEWS AT FIVE
MCCARVER
KY3 NEWS FIVE
5:30PM
NBC NIGHTLY NEWS
NBC NIGHTLY
NBC NIGHTLY
6:00PM
KY3 NEWS AT SIX
KY3 NEWS SIX
6:30PM
7:00PM
7:30PM
8:00PM
8:30PM
9:00PM
9:30PM
10:00PM
10:30PM
11:00PM
11:30PM
12:00AM
WHEEL
WHEEL
WHEEL
WHEEL
WHEEL
UP ALL NIGHT
30 ROCK
RU THERE?
PARKS & REC
WHO DO YOU
THINK YOU
ARE?
SMASH
ENCORE
FEAR FACTOR
LAW & ORDER:
SVU
UP ALL NIGHT
GRIMM
THE FIRM
ENCORE
ROCK CENTER
– BRIAN
WILLAIMS
LAW & ORDER:
SVU
DATELINE
LAW & ORDER:
SVU ENCORE
WHO’S STILL
STANDING
WHEEL
THE BIGGEST
LOSER
PARENTHOOD
THE OFFICE
THE FIRM
KY3 NEWS AT TEN
KY3 NEWS TEN
TONIGHT SHOW WITH JAY LENO
SATURDAY
NIGHT LIVE
LAST CALL WITH CARSON DALY
1:00AM
PAID
1:30AM
KY3 NEWS AT TEN REBROADCAST
2:30AM
3:00AM
3:30AM
CELEBRITY
APPRENTICE
KY3 NEWS TEN
MASH
CRIMINAL
MINDS
LATE NIGHT WITH JIMMY FALLON
12:30AM
2:00AM
DATELINE
NUMB3ERS
MOVIE
PAID
KY3 NEWS
REPT
FEARLESS MUSIC
TODAY – ALL NIGHT
BEAUT. HOMES
TONIGHT SHOW WITH JIMMY FALLON ALL NIGHT
DATELINE AN
POKER AFTER
DARK
MEET THE
PRESS AN
4:00AM
EARLY TODAY
WINE COUNTRY
BELLATOR
EARLY TODAY
4:30AM
AG DAY
MISSING
AMERICAN ATH
AG DAY
New Dynamic
Marketing
Opportunity
Not Just Another Weather Channel …
A Local Weather Channel Powered by KY3
#1 Source for Weather in Southwest Missouri
Recognized, trusted local meteorologists, reporters & technology
Viewers tune in more often for their weather
Backed by a heavy monthly promotional schedule on KY3
Reach approximately 140,000 DMA homes on both Antenna and Digital cable
High Frequency – Commercials every other hour, 24 hours a day
Logo placement on the “L-Bar”
Digital Cable Channel + Digital Broadcast Channel + KY3 Online
Streaming + Mobile Phone
All this for an average commercial cost of $3.57
KY3, Inc. • 999 W Sunshine • Springfield, MO 65807 • 417-268-3000 • Fax 417-268-3100
Your #1 Single
Source for
Local Weather
How many of the past 7 days did you use…
as a source of weather info.
Local TV
stations
Radio
stations
Weather
Channel*
KY3 24/7
Any web
sites
Sites from
cell phone
Any
other
source
Any
88%
53%
52%
53%
37%
7%
13%
1 day
2%
2%
3%
3%
4%
3%
1%
2 days
3%
8%
6%
5%
3%
1%
2%
3 days
2%
7%
7%
4%
4%
--
2%
4 days
2%
4%
4%
4%
2%
1%
--
5 days
5%
5%
2%
4%
3%
--
--
6 days
2%
2%
--
2%
1%
--
--
72%
25%
30%
31%
20%
2%
8%
7/everyday
Example of how to read this table:
53% of all respondents used KY3
24/7 in the past 7 days; 3% used it
just 1 day; 5% used it 2 days, etc.
Note: *Weather Channel asked of cable TV subscribers only, response rebased to all respondents.
KY3, Inc. • 999 W Sunshine • Springfield, MO 65807 • 417-268-3000 • Fax 417-268-3100
Springfield Market Information
Total DMA Population
998,000
Total Metro Area Population
436,712
Total Springfield Population
159,498
Growth Rate
1.9%
Springfield Metro Area Per Capita Income
$31,496
Springfield Metro Mean Household Income
$57,476
Missouri Minimum Wage
$7.25
White Ethnicity Rate
94.4%
Black Ethnicity Rate
1.6%
Hispanic Ethnicity Rate
2.0%
Average Age
34.9 years
Average Household Size
2.4 persons
Top 5 Universities & Colleges
Missouri State University
20,949
Ozarks Technical Community College
13,907
Drury University
5,625
Evangel University
2,072
Southwest Baptist University-Bolivar
1,588
Current Springfield Metro
Area Workforce
222,564
Annual Workforce Growth Rate 2.2%
Unemployment Rate
7.7%
Source: Bureau of Labor Statistics, Bureau of Economic Analysis, USDC Bureau of The Census 2010, Nielsen May11
KY3, Inc. • 999 W Sunshine • Springfield, MO 65807 • 417-268-3000 • Fax 417-268-3100
Average Weekly In-Market Share
Adults 25-54
In-Market Share in Whole Percents
Day
Time
KY3
KOLR10
KSFX
Mon-Fri
5-6am
67%
12%
0%
Mon-Fri
6-7am
73%
14%
0%
Mon-Fri
7-9am
66%
6%
4%
Mon-Fri
9-10am
64%
11%
1%
Mon-Fri
10-11am
40%
29%
1%
Mon-Fri
11am-12pm
55%
27%
4%
Mon-Fri
12-12:30pm
65%
16%
5%
Mon-Fri
12:30-1pm
65%
12%
6%
Mon-Fri
1-2pm
46%
25%
8%
Mon-Fri
2-3pm
56%
14%
11%
Mon-Fri
3-4p
49%
17%
4%
Mon-Fri
4-5pm
44%
19%
13%
Mon-Fri
5-5:30pm
54%
20%
6%
Mon-Fri
6-6:30pm
60%
14%
16%
Mon-Fri
6:30-7pm
46%
16%
26%
Mon-Fri
10-10:35pm
54%
19%
12%
Mon-Fri
10:35-11:35pm
36%
15%
18%
Source: ©Nielsen Media Research May11
In-Market Share: The audience of a particular television
program or station time period expressed as a percent of
the population viewing broadcast TV at a particular time
KY3, Inc. • 999 W Sunshine • Springfield, MO 65807 • 417-268-3000 • Fax 417-268-3100
Average Weekly In-Market Share
Women 25-54
In-Market Share in Whole Percents
Day
Time
KY3
KOLR10
KSFX
Mon-Fri
5-6am
61%
13%
0%
Mon-Fri
6-7am
71%
14%
0%
Mon-Fri
7-9am
66%
5%
4%
Mon-Fri
9-10am
62%
9%
1%
Mon-Fri
10-11am
45%
26%
0%
Mon-Fri
11am-12pm
58%
23%
2%
Mon-Fri
12-12:30pm
62%
18%
3%
Mon-Fri
12:30-1pm
64%
11%
4%
Mon-Fri
1-2pm
51%
19%
7%
Mon-Fri
2-3pm
56%
14%
10%
Mon-Fri
3-4p
54%
15%
4%
Mon-Fri
4-5pm
50%
19%
12%
Mon-Fri
5-5:30pm
57%
21%
7%
Mon-Fri
6-6:30pm
64%
14%
14%
Mon-Fri
6:30-7pm
46%
16%
24%
Mon-Fri
10-10:35pm
54%
19%
11%
Mon-Fri
10:35-11:35pm
34%
12%
17%
Source: ©Nielsen Media Research May11
In-Market Share: The audience of a particular television
program or station time period expressed as a percent of
the population viewing broadcast TV at a particular time
KY3, Inc. • 999 W Sunshine • Springfield, MO 65807 • 417-268-3000 • Fax 417-268-3100
Average Weekly In-Market Share
Adults 18-49
In-Market Share in Whole Percents
Day
Time
KY3
KOLR10
KSFX
Mon-Fri
5-6am
60%
13%
0%
Mon-Fri
6-7am
72%
14%
0%
Mon-Fri
7-9am
65%
6%
4%
Mon-Fri
9-10am
66%
6%
1%
Mon-Fri
10-11am
53%
21%
1%
Mon-Fri
11am-12pm
58%
27%
4%
Mon-Fri
12-12:30pm
67%
18%
4%
Mon-Fri
12:30-1pm
69%
12%
5%
Mon-Fri
1-2pm
62%
9%
11%
Mon-Fri
2-3pm
51%
14%
14%
Mon-Fri
3-4p
61%
15%
5%
Mon-Fri
4-5pm
41%
22%
17%
Mon-Fri
5-5:30pm
52%
16%
8%
Mon-Fri
6-6:30pm
62%
9%
17%
Mon-Fri
6:30-7pm
47%
12%
26%
Mon-Fri
10-10:35pm
54%
15%
12%
Mon-Fri
10:35-11:35pm
32%
11%
22%
Source: ©Nielsen Media Research May11
In-Market Share: The audience of a particular television
program or station time period expressed as a percent of
the population viewing broadcast TV at a particular time
KY3, Inc. • 999 W Sunshine • Springfield, MO 65807 • 417-268-3000 • Fax 417-268-3100
Grow your business and your online presence with KY3’s
Digital Marketing Services
We offer a complete array of online marketing solutions, including:

Display ads on the most visited website in the Ozarks, KY3.com
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KY3.com averages 450,000 unique visitors and 4,000,000 page views per month
KY3.com was voted “Best News Site in Missouri” by the Missouri Broadcasters Association for
2009 and 2010.
Online video ads to affordably expand the reach and frequency of your 30 second spot
Targeting options to help reach your desired demographics, including targeting by specific
site section, geo-targeting, day and day part targeting.
Rich Media and expanding ads to help create a “buzz” for your brand
Full website creation and hosting, with search engine optimization
Mobile marketing options, including promotional texting campaigns
Promotional contesting options to help grow your e-mail and mobile data bases
E-mail marketing services
Social Media solutions
Online reputation management services
Paid search campaign management services (pay-per-click ads on Google and Yahoo!)
Daily Deal program to help you generate immediate cash and attract new customers
Full reporting and analytics to help measure campaign effectiveness
Contact:
Kent Oglesby
New Media Manager
417.268.3037
koglesby@ky3.com
Contact Us Today
Brian McDonough
General Manager
417.268.3010
Mary Chalender
General Sales Manager
417.268.3036
Natalie Murphy
National Sales Manager
417.268.3052
Kim Hurshman
Local Sales Manager
417.268.3056
Amber Oppeau
Regional Marketing Specialist
417.268.3046
Beth Wanamaker
Regional Marketing Specialist
417.268.3050
Lisa Bench
Account Executive
417.268.3033
Stan Bess
Account Executive
417.268.3054
Megan Ellis
Account Executive
417.268.3134
Heather Ireland
Account Executive
417.268.3040
Craig Carnesi
Account Executive
417.268.3030
Karl Olson
Account Executive
417.268.3043
Kyle Snodgrass
Account Executive
417.268.3058
Jo Hall
Sales Assistant
417.268.3034
Becca Kimmons
Sales Assistant
417.268.3097
Joyce Dunn
Traffic Supervisor
417.268.3076
Ben Clemmons
Production
417.268.3144
Scott Scantlin
Production
417.268.3167
KY3 Switchboard
417.268.3000
Fax
417.268.3100