2015-16 Media Kit

Honest,
relevant,
smart
content...
Media
Kit
Your marketing strategy starts here.
...when and
how people
need it.
TEGNA’s reach
Engage your consumers where and how they live,
Anytime...anywhere.
1/3
of all TV households
nationwide
*Statistics include stations/markets to be serviced by TEGNA through shared services and similar arrangements.
WUSA9 Media Kit 2015/16
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The beginner’s guide to WUSA9
2015
After a 30-year career in television, late
night legend David Letterman passes the
baton to comedic genius Stephen
Colbert.
2015
Want a great day in D.C.? WUSA9
launches Great Day Washington, a
daily, live, local, lifestyle-focused talk
show.
2015
Gannett broadcast and digital becomes
TEGNA, a dynamic portfolio of media and
digital businesses that provide content
that matters and brands that deliver.
2013
Gannett welcomes Belo into it’s
multimedia portfolio, making it the
largest independent station group of
major network affiliates in the top 25
markets, reaching almost one-third of all
U.S. households.
2012
WUSA9 introduces GameON!, a sports
highlights program, Sunday evenings
after WUSA9 news at 11pm.
2011
WUSA9 adds Bounce TV to it’s digital
sub-channel 9.2, the first 24/7 broadcast
TV network for African-Americans.
2007
WUSA9 becomes the first TV station in
the world to live stream HD video of the
presidential State of the Union address.
2005
We are the first in D.C. to present a
newscast in High Definition.
September
On January 16, 1949, Channel 9, then a new CBS
network affiliate, began its first official broadcast. Four
days later, President Harry S. Truman made history
as the first American president to give a live, televised
inaugural address.
That speech was carried by channel 9 (then
WOIC TV).
Since the beginning, a lot has changed. We’ve had
several sets of call letters (WOIC, WTOP, WDVM)
and Washington has grown from a small television
market to one of the top ten markets in the country.
WUSA9 is part of TEGNA Media, a leading media and
marketing solutions company that informs and
engages more than 110 million people every month
through its powerful network of broadcast and digital
properties.
September
June
December
September
December
January
May
WUSA9 is the first station in D.C. with
noon newscast.
1950-69
The Late Show with Stephen Colbert
WUSA9 Media Kit 2015/16
1950
1961
1969
1949
January
Channel 9 becomes the launchpad for
three of the most revered names in
journalism...
Walter Cronkite
Sam Donaldson
Max Robinson
First official broadcast as WOIC
3
Coverage map
We’ve got it covered.
JU
M
IF
The Washington, DC DMA is the 7th largest in the
United States, with a predicted growth of 6.1% by
2018...to over 7 million people.
NI
AT
A
FL
IN
SNYDER
PERRY
HUNTINGDON
PA
BEDFORD
CUMBERLAND
SOMERSET
FRANKLIN
FULTON
WASHINGTON
ALLEGANY
GARRETT
CECIL
PRESTON
MD
HAMPSHIRE
JEFFERSON
GRANT
RANDOLPH
WV
FREDERICK
FAQUIER
CHARLES
T
ALBERMARLE
SPOTSYLVANIA
LOUISA
WE
WICOMICO
SOMERSET
STM
OR
WORCESTER
ELA
ND
CAROLINE
RICHMOND
NORTHUMBERLAND
SE
ES
X
NELSON
TV households
DORCHESTER
ST. MARYS
KING
GEORGE
FLUVANNA
ROCKBRIDGE
TALBOT
STAFFORD
ORANGE
AUGUSTA
PRINCE
GEORGES
PRINCE
WILLIAM
GREENE
BATH
34
CULPEPER
DC
FAIRFAX ALEX.
R
LVE
MADISON
HIGHLAND
People
QUEEN
ANNE’S
ANNE
ARUNDEL
CA
VA
RAPPAHANNOCK
PAGE
2,412,250
ARL.
SHENANDOAH
ROCKINGHAM
6,267,000
KENT
LOUDOUN
WARREN
PENDLETON
POCAHONTAS
BALT.
CITY
HOWARD
MONTGOMERY
CLARKE
HARDY
BALTIMORE
FREDERICK
BERKELEY
MINERAL
HARFORD
CARROLL
MORGAN
WASHINGTON D.C.
TUCKER
YORK
ADAMS
CAROLINE
FAYETTE
GO
HANOVER
OC
HL
AN
WILKING
LIA
M
KIN
GA
ND
QU
D
EEN
AMHERST
HENRICO
Counties
Metro DMA
4 states
Outside DMA Cable Coverage
Local DMA
LANCASTER
ACCOMACK
MIDDLESEX
NEW KENT
CHARLES
CITY
MATHEWS
GLOUCESTER
NORTHAMPTON
& the District of Columbia
Nielsen Media Research 2015, Washington, DC
WUSA9 Media Kit 2015/16
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The DC DMA
6.2M
2.4M
2.4M TV Households
6.2M People
Penetration Estimates
6,242,554
Persons 2+
24.7%
76%
Black
Cable
9.7%
Hispanic
18%
Satellite
Persons 18-49
2,825,211
Persons 25-54
2,757,383
DC
Total 280,340
MD
Allegany
Calvert
Charles
Frederick
Montgomery
Pr. George’s
St. Mary’s
Washington
Total
26,830
30,170
51,640
84,310
358,800
299,660
37,360
53,010
941,780
WUSA9 Media Kit 2015/16
VA
Arlington
Clarke
Culpepper
Fairfax
Fauquier
Frederick
K. George
Loudoun
Page
Pr. William
Rappahannock
Shenandoah
Spotsylvania
Stafford
Warren
Westmoreland
Total
WV
Berkeley 39,780
175,310
Grant 4,520
5,270
Hampshire 8,580
16,040
Hardy 5,410
405,780
Jefferson 19,350
23,110
Mineral 10,560
39,240
Morgan 6,750
8,460
Total 95,950
113,990
9,120
155,300
2,910
16,530
2,130
42,600
13,590
6,980
1,086,360
2,676,566
Persons 35-64
Kids 2-11
Teens 12-17
DC DMA TV Households
4,916,522
Persons 18+
827,840
498,192
PA
Fulton
Total 5,560
Feb 2015 TV HHLDS
5
Lifestyle
Maryland is home to the
wealthiest neighborhoods
in the U.S.
MD
#1
7.7%
VA #7
DC
6.64%
#10
6.10%
New research shows that 3 out of the top
10 states with the highest concentration
of millionaires are, you guessed it, DC,
MD & VA.
A new ranking of the 100 richest neighborhoods in
America finds that three of the top five are in Maryland.
Maryland has the top spot as the state
with the highest number of households
with $1M or more in liquid assets per
capita, followed by Virginia at #7 and DC,
which was ranked tenth out of the 51
United States...2
This follows another recent study in which Maryland also
has the highest population of millionaires per capita than
any other state, suggesting that the DC area is becoming
one of the nation’s leading centers of wealth.1
19%
50%
41%
40%
19%
Nat’l 80%
MD 84%
Professional / White Collar
Affluent, with 41% of the DMA
having a houslehold income
of $100k+
Well educated, with at least
40% of the market having at
least a college degree
While the nation’s graduation
rate is 80%, Maryland tops
that list at 84%.3
Well educated, with the
largest percentage of adults,
19%, having an advanced
degree
Affluent, with 19% of the DMA
having their home valued at
$500k+
1. The Highley Elite 100 List, 2014
2. Phoenix Marketing International | Global Wealth Monitor: Big Gainers and Losers in Millionaire Ranking for 2013, 2014
3. National Center for Education Statistics | National high school graduation rates, 2014
Lifestyle Market Analyst | Scarborough | Prime Next WDC 2013 Release 2
WUSA9 Media Kit 2015/16
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Television is sensory
62% of consumers are most influenced by television
when making purchase decisions. TV offers a clear,
competitive advantage over other mediums because
of its ability to embrace sight, sound, motion...
and emotion.
62%
.2%
.8%
3%
Outdoor
Mobile
Radio
7%
9%
Magazines
Internet
18%
Newspaper
Television
Sight
Eye-popping visuals and evolving HD
technology gives television a clear “next
generation” advantage over newspapers.
Motion
WUSA9 programming gives viewers front
row access to great sports broadcasts and
action-packed programming.
Sound
Advancements in television have also
paved the way for superior audio
technology, allowing consumers to hear
broadcasts as they were meant to be heard.
Emotion
WUSA9 offers an array of sensory
programming, from primetime drama and
#1 comedies to breaking news.
2012 TVB Media Comparison Study | Knowledge Networks, Inc. Custom Survey | 39.5% responded “don’t know”
WUSA9 Media Kit 2015/16
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Unmatched capabilities
The ways in which consumers
engage with media has changed.
WUSA9 responded aggressively
with sophisticated, agency-level
capabilities—from strategy to
creative and fulfillment—that put
your brand in front of targeted
audiences at the right time.
Sophisticated products
within our digital
properties yield more
opportunities for
marketers to tell their
story on our site.
The 2016 Superbowl
and #1 rated shows
like Big Bang Theory
provide niche program
opportunities.
1
2
Our Digital-Mobile-Social
team surrounds stories
with meaningful and
strategic social
engagement.
From SEO to web
design, G/O Digital is a
one-stop-shop for
digital marketing
solutions.
3
TEGNA’s Ad Network
Exchange is built for
strategic brand
exposure to an
audience predisposed
to receive your
message.
Reach 85% of DC’s
online audience; target
consumers by
behavior, demographic,
geography or content
with Yahoo! display.
5
Increasing use of our
digital content as
users rely on breaking
news and weather--the
most accurate
forecast in DC.
7
WUSA9 Media Kit 2015/16
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From scripting and
shooting, editing and
design of your on-air
message and display
creative, WUSA9
handles it in-house.
8
1. Broadcast
2. WUSA9.com
3. Digital-Mobile-Social team
4. G/O Digital
5. Yahoo
6. Ad Network Exchange
7. WUSA9 apps
8. Creative design team
8
Honest, relevant, smart content...
...when and how people need it.
Weekday
WUSA9 news team
From Andrea and Nick in the morning, to Jan, Lesli and
Topper in the evening...WUSA9 News is experiencing
tremendous growth.
weekday a.m.
weekend a.m.
From May 2014 to the same time in 2015, WUSA9’s
news ratings have increased in ALL key demos.
Nick Giovanni
Morning Anchor
NickGwusa9
Allyson Rae
Morning Meteorologist
AllysonRaeWx
Larry Miller
Traffic Anchor / Reporter
WUSA9traffic
Jan Jeffcoat
Evening Anchor
janjeffcoat
Bruce Johnson
Anchor / Reporter
brucejohnson9
Lesli Foster
Evening Anchor
leslifoster
Adam Longo
Evening Anchor
adamlongoTV
Topper Shutt
WUSA9 Chief Meteorologist
Toppersweather
Kristen Berset
Sports Anchor / Reporter
KristenBerset
Dave Owens
Sports Reporter
DaveOwensWUSA
Mike Hydeck
Morning Anchor
mikehydeck
weekday p.m.
weekend p.m.
Andrea Roane
Morning Anchor
abuddy
WUSA9 Media Kit 2015/16
Debra Alfarone
Anchor / Reporter
DebraAlfarone
Howard Bernstein
Weekend Meteorologist
hbwx
9
CBS Programming
WUSA9 is home to heritage and cutting edge
television, offering viewers the best in
drama, comedy, sports and news
programming all week long.
From successful comedies such as #1 Big
Bang Theory and one of the top shows in
prime time—NCIS—through Sunday’s
legendary 60 Minutes, WUSA9 is proud to
present the quality of CBS prime.
This is the
network.
With the star power of Halle Berry, Ashton
Kutcher and Melissa McCarthy and the
integrity of the 60 Minutes team, WUSA9 has
the family-oriented prime time programming
that viewers desire.
Daytime
Early Fringe
Prime
Mon-Fri
Great Day Washington
Let’s Make a Deal
The Price is Right
Soaps
The Talk
Mon-Fri
Insider / Inside Edition
Dr. Phil
Mon
Big Bang Theory
Supergirl*
Life in Pieces
Scorpion
NCIS: LA
WUSA9 Media Kit 2015/16
Tue
NCIS
NCIS: NO
Limitless
Wed
Survivor
Criminal Minds
Code Black
Thu
TNF**
Big Bang Theory*
Life in Pieces*
Mom
Angel from Hell*
Elementary*
Fri
Undercover Boss
Hawaii Five-O
Blue Bloods
Sat
Crime Time Sat
Crime Time Sat
48 Hours Mystery
Sun
60 Minutes
Madame Secretary
The Good Wife
CSI: Cyber
*Premiers in September
**Premiers in November
10
Sports
We have the most powerful sports
programming on television.
In February 2016, the golden anniversary of one of the world’s biggest
sports events will be broadcast right here on WUSA9.
Superbowl 50 will undoubtedly be the most important football game ever
celebrated by the NFL, with viewership expected to exceed the 2015
Superbowl television record of 114.4 million viewers across the U.S.1
With a primetime NFL package, flanked by a successful Sunday AFC
lineup and GameON!—WUSA9’s orginial, live, game day wrap-up
show—WUSA9 is positioned as an institutional powerhouse in the sports
marketplace.
Jan
NFL AFC Playoffs
Wild Card Division Playoffs
NCAA Basketball
AFC Championship
Feb
NCAA Basketball
Golf
2016 Superbowl on CBS
Mar
March Madness
NCAA Basketball
Golf
Apr
Nats Baseball
The Masters
Golf
May
Nats Baseball
Golf
Jun
Nats Baseball
Golf
Quicken Loans National
WUSA9 Media Kit 2015/16
Jul
Nats Baseball
Golf
Quicken Loans National
Aug
Nats Baseball
NFL Pre-Season
PGA Championship
Sep
Thursday Night Football
NFL
CBS SEC College Football
Oct
Thursday Night Football
NFL
CBS SEC College Football
Nov
NFL
CBS SEC College Football
Dec
NFL
CBS SEC College Football
SEC Championship
NCAA Basketball
Sun Bowl
Army-Navy Game
1. Statista.com | 2015 TV viewership of the Super Bowl in the United States from 1990 to 2015 (in millions)
11
Features & program opportunities
From the Grammy award moments that
happen live on CBS and exist for days
thereafter on social media, to leveraging
STEM education in Washington-area
schools, WUSA9 offers one-of-a-kind
programs and program opportunities that
excite, create trends...
and touch lives.
Features
Specials
Black History Month
GameON! Bracket Challenge
News Ticker
WUSA9 Phone Bank
Time & Temperature
STEM is Cool in School
Travel Forecast
TEXT-TO-WIN!
Family Health
Sunday PowerBlock
GameON! Varsity High School
Sports
Peoples Choice Awards
Grammy Awards®
ACM Awards
Tony Awards®
Primetime Emmy Awards
Classic Holiday Programming
Thanksgiving Day Parade
Victoria’s Secret Fashion Show
Community Involvement
USO Food Basket Program
Salute the Troops
Cherry Blossom Festival
#GiveJoy
Teachers are Superheroes
57th Annual Grammy Awards
WUSA9 Media Kit 2015/16
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Bounce TV
The #1
network in all
of television
for time
spent
viewing.
Simulcast on WUSA9 digital channel 9.2, Bounce is
the first 24/7 broadcast television network (and the
only local TV station) exclusively targeting
African-American audiences with a programming
mix of original series, movies, live sports,
documentaries, game shows and inspirational
faith-based programs.
The DC DMA is the 4th largest African-American
market in the US—Bounce TV reaches 74.6% of it.
In 2014, viewers spent more time watching Bounce
TV than any of the 112 English-speaking broadcast
and ad-supported cable networks, including ABC,
CBS, NBC, FOX, USA Network, ESPN and TNT.
Only 3 networks have served over 42 million AfricanAmericans in the United States, but over 14 million
African-American households watch more TV than
any other demographic, seeking programming that
looks like them and speaks to them.
Bounce TV reaches 74.6% of households in the DC DMA.
Nielsen 2014 Ratings Adults 18-49
WUSA9 Media Kit 2015/16
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Great Day Washington
Something new has
come to Wasington.
Looking for great ways to enjoy D.C.?
Great Day Washington is a daily, live and local
lifestyle-focused show that will combine daytime
talk and entertainment into one unique show
format to deliver informative content about a
myriad of topics that WUSA9 viewers care about.
With 3-5 minute customized editorial segments
seamlessly integrated into the program’s content,
your brand will have the direct attention of our
highly sought after GDW audience.
WUSA9 Media Kit 2015/16
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Digital Media Services
WUSA9.com
The WUSA9 website
delivers an intuitive,
content-rich experience
across any device. Our
mobile applications provide
new and enhanced features,
programming tools and
sophisticated ad products.
The reception by consumers
has been outstanding.
There is new opportunity to
empower our marketers to
tell their stories to our
audiences within our
products, yielding the
highest level of consumer
engagement WUSA9 has
ever seen.
Ad Network
Exchange
The Tegna Ad Network
Exchange is built for
immediate and targeted brand
exposure to an audience
predisposed to receive your
message.
Add a sense of strategy to
your current display
campaigns with targeting
beyond one site’s inventory.
Recapture unique visitors to
your website by placing
strategic reminders in front
them after they have clicked
away from your business
website with our Retargeting
tool.
Our targeting capabilities
include:
G/O Digital
The new reality is that there
are many ways to reach
consumers and each one
wants to be communicated
with differently.
WUSA9 has the unique ability
to deliver results through an
integrated suite of local and
national digital marketing
solutions.
Email Marketing
Search Engine
Optimization
Reputation Management
Social Media Optimization
Social
Engagement
Our Digital-Mobile-Social
team, anchors and reporters
SURROUND our stories with
timely, relevant social
engagement and
and create strategic
campagns that encourage
engagement.
Between Facebook, Twitter
and Instagram, WUSA9
enjoys a healthy social media
fan base of over 135k people.
Mobile Apps
Yahoo!
WUSA9 continues to
surround viewers with full
featured news and weather
apps and, with our digital
relaunch, is proud to release
an interactive iPad traffic app.
With Yahoo! and
WUSA9.com, your marketing
campaign can reach 86.1% of
the total online audience in the
Washington, DC area. Our
targeting capabilities include:
Our apps cover DC, suburban
Maryland and Northern
Virginia and include
everything from breaking
news and sports...to 10-day
forecasts and tabs that
expand to detailed information about traffic accidents to
avoid...all pushed to mobile
or tablet.
Behavioral Targeting
Demographic Targeting
Geographic Targeting
Content Targeting
Pay Per Click
Website Development
Geographic Targeting
Demographic Targeting
Content Targeting
+ 24,000 other filters
WUSA9 Media Kit 2015/16
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Leadership team
It’s not what we say.
It’s what we do that makes
us who we are.
4100 Wisconsin Avenue, NW
Washington, DC 20016
(202) 895-5999
wusa9.com
We bring you the people, events, and moments that inspire, entertain
and empower you to act with conviction and and make decisions.
We produce community-focused television with the most immediate and
accurate coverage of news and weather events and people-oriented /
viewer-first investigative reports.
We engage, respond, and create honest, transparent and bold
content—across every platform—that is focused on you…
and not on ourselves.
Mark Burdett
Greg Sodano
Pat Doran
Dahn Burke
Darlene Dyler
Tom Maguire
President & General
Manager
Director of Local Sales
Local Sales
Manager
Digital Sales
Manager
Integrated Marketing
Manager
National Sales
Manager
Bill Lord
Station Manager &
Executive News
Director
WUSA9 Media Kit 2015/16
Sandi Gehring
Wendy Bailey
Khalim Piankhi
Joanie Vasiliadis
Matt Morris
Erin Staples
Diector of Marketing
& Brand
Director of New
Programming
& Production
Vice President of
Community Relations
Digital-Mobile-Social
Director
Consumer Insights Strategist
Consumer Insights
Content Manager
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