Atlantas T.V. Viewing

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Atlantas T.V. Viewing Internet HouseholdsWhat
You Should Know
Source Atlanta Feb98-Jan99 Scarborough,
Nielsen Station Index
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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. Atlantas I-net users
are upscale, well-educatedand youthful.
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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
Source NSI, Atlanta Scarborough
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The majority of Internet Users in Atlanta are
primarily 18-49
Only 49.9 of Internet users are 35-54.
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The majority of Internet Users in Atlanta are
primarily 18-49, while almost 40 are 35-49
Only 21.7 of Atlanta Internet Users are 50
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Ways Atlantans Use On-Line Services
Total Adults 18
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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.

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Atlantas Young Adults are Frequent Users of
Credit Cards
Total Adults Who Use the Internet Used a major
credit card in past three months.
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Without ignoring the significance of the 18-49
internet user in Atlanta, what is the most
effective way to target your .com message?
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A closer examination of key dayparts will
determine how to effectively reach Atlantas
Internet Users!
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Despite popular belief, Atlantas early news does
not effectively reach the target internet user
INDEX
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The early news viewer also under-delivers the
market in computer ownership
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For Atlanta Internet users, WB36! Seinfeld
Reaches more users than most of affiliate late
news
ADULTS 18-49
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In Atlantas prime access, WB36! Dominates the
market with Internet Users
ADULTS 18-49
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In prime, Atlantas internet users who view
television are more concentrated in WB36! than
FOX, CBS, or UPN
ADULTS 18-49
M-SA 8P-11P SU 7P-11P
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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 May99 NSI
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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 May99 NSI
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Internet Users are also heavy viewers of Sports
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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
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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/W
ED 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
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In Summary...

• Although National Data may show that Internet
  Users are older, Atlantas 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
  Atlantas Internet Users.
• WB prime has a higher cume of internet users than
  many of the other networks.

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In reaching Atlantas young, households with
families, and upscale internet users, WB36! can
effectively reach your target consumer!
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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, youre 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.
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The Weaknesses of Radio

• Atlanta has 70 Radio Stations. Each of these
  stations has its own loyal audiencewhich in turn
  causes audience fragmentation. When youre
  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.