Driving Forward

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PeoplesClearance Center

• Driving Forward
• Local Research
• Marketing Opportunities
• from UPN 31, KMAX

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Driving Forward

• This presentation was created by the KMAX Client
  Services Department to provide Peoples Clearance
  Center with answers to these questions
• Who, locally, owns Chrysler, Plymouth, Jeep,
  Nissan or Hyundai vehicles?
• Who are my Potential Customers?
• Can KMAX reach my Potential Customers?
• What unique marketing opportunities can KMAX
  offer?

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Local Research

• The following research, conducted by Scarborough
  from March 1999 through February 2000, will
  profile LOCAL adults who
• currently own a Chrysler, Plymouth or Jeep
  vehicle
• currently own a Nissan or Hyundai vehicle
• plan to buy a vehicle in the next 12 months
• plan to buy AND watch UPN 31

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Local Ownership Profile

• More than 130,000 adults in the
  Sacramento-Stockton-Modesto area currently own a
  Chrysler, Plymouth or Jeep vehicle
• The primary demo cell is 35-44 year olds.
• The gender breakdown is 64 female and 36 male.

Adults 18 who own a Chrysler, Plymouth or Jeep
vehicle (Sacramento DMA Scarborough Mar99-Feb00)
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Local Ownership Profile

• 44 of Chrysler, Plymouth or Jeep vehicle owners
  in the Sacramento DMA have HH Incomes above
  50,000/year
• Over 60 have attended college, 1/3 of them have
  degrees
• The top occupation categories are Administrative
  Support (17) and Professional Specialty (11)

Adults 18 who own a Chrysler, Plymouth or Jeep
vehicle (Sacramento DMA Scarborough Mar99-Feb00)
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Local Ownership Profile

• More than 102,000 adults in the
  Sacramento-Stockton-Modesto area currently own a
  Nissan or Hyundai vehicle
• The primary demo cell is 25-34 year olds.
• The gender breakdown is 47 female and 53 male.

Adults 18 who own a Nissan or Hyundai vehicle
(Sacramento DMA Scarborough Mar99-Feb00)
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Local Ownership Profile

• 34 of Hyundai or Nissan vehicle owners in the
  Sacramento DMA have HH Incomes above 50,000/year
  
• Over 52 have attended college, 1/3 of them have
  degrees
• The top occupation categories are Administrative
  Support (14) and Executive, administrative or
  managerial (13)

Adults 18 who own a Nissan or Hyundai vehicle
(Sacramento DMA Scarborough Mar99-Feb00)
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Future Buyers Potential Customers
DEMO BREAKDOWN

• More than 60 of adults who plan to purchase a
  vehicle in the next year are 44 or younger

Adults 18 who plan to buy/lease a new or used
vehicle in the next yr.. (Sacramento DMA
Scarborough Sep99-Feb00)
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Future Buyers Potential Customers
HH INCOME BREAKDOWN

• 55 of future buyers are men!

Adults 18 who plan to buy/lease a new or used
vehicle in the next yr.. (Sacramento DMA
Scarborough Sep99-Feb00)
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Future Buyers Potential Customers
Plan To Spend...

• More than 300,000 adults plan to buy NEW vehicles
  in the next year 339,000 plan to buy USED!

Adults 18 who plan to buy a new or used vehicle
in the next yr.. (Sacramento DMA Scarborough
Sep99-Feb00)
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Future Buyers Potential Customers
Model Type...

• For both new used, the MID-SIZE model accounts
  for more than half of all planned CAR purchases.

Adults 18 who plan to buy a new or used vehicle
in the next yr.. (Sacramento DMA Scarborough
Sep99-Feb00)
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Future Buyers Potential Customers

• 62 currently access the Internetof these, 1/3
  are on-line for at least 5 hours per week
• Of the 410,000 adults who looked up auto
  information on the net, 137,000 of them are
  Future Buyers
• 12 (78,000) of Future Buyers might shop an
  on-line automotive retailer for their next vehicle

Adults 18 who plan to buy/lease a new or used
vehicle in the next yr.. (Sacramento DMA
Scarborough Sep99-Feb00)
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UPN 31 KMAX Delivers Customers FOR
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KMAX Works!Results Index
Can KMAX reach your POTENTIAL CUSTOMERS?
Reach over 234,000 potential customers every
week!
Sign On/Off
Adults 18 who plan to buy/lease a new or used
vehicle in the next year (Sacramento DMA
Scarborough Sep99-Feb00)
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KMAX DaypartsWeekly Cume
When are your POTENTIAL CUSTOMERS watching KMAX?
Adults 18 who plan to buy/lease a new or used
vehicle in the next year (Sacramento DMA
Scarborough Sep99-Feb00)
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KMAX DaypartsResults Index
When are your POTENTIAL CUSTOMERS watching KMAX?
Adults 18 who plan to buy/lease a new or used
vehicle in the next year (Sacramento DMA
Scarborough Sep99-Feb00)
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KMAX DeliversPEOPLES Cume Index
Will KMAX viewers shop at Peoples Clearance
Center?
KMAX Index
KMAX Cume
HH might shop Peoples Chy/Ply/Jeep to buy/lease
a new/used vehicle (Sac DMA Scarborough
Sep99-Feb00)
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UPN 31 KMAX MARKETING OPPORTUNITIES FOR
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Good Day Sacramento

• A Better Way To Start Your Day!
• The markets first and only LIVE LOCAL morning
  program with news, traffic, weather,
  entertainment, contests and fun!
• Every weekday morning from 530-10!

• Good Day Sacramento Sponsorship Opportunities
  Include
• Segment sponsorship (Car Czar, Traffic reports,
  etc.)
• Sponsorship Billboards (audio log ID included)
• Info - Ticker Sponsorship (logo ID tag line
  included)

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Doug the Car Czar

• Doug Brauner is the only local reporter who can
  stick a camera under the hood, take answer
  viewers automotive questions LIVE and actually
  know what hes talking about! His knowledge and
  personality make him a natural for live remotes
  Good Day Sacramentos CAR CZAR segment is the
  perfect promotional vehicle for your business.

• Car Czar Sponsorship Opportunities can include
• Car Czar segments LIVE from your location
• Feature segment on a new vehicle from your
  dealership
• Subject to producer approval and date change

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2x2x2 Sports
Begins Feb 01!

• KMAX is the Valleys TV home for 2 different
  teams/leagues for all 3 major sports - Basketball
  (Sacramento Kings Monarchs), Football (XFL
  Sac State University) Baseball (SF Giants and
  Sacramento RiverCats).
• Sponsorship opportunities vary by team but can
  include spots, billboards, cross-promotions,
  tickets, sampling, etc.

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KMAXeMALL.com

• UPN 31 KMAX has developed a way for your business
  to take advantage of the convergence between TV
  and the Internet. Its KMAXeMALL.com
• The power of KMAX promotes nearly 100 virtual
  storefronts and drives traffic to our LOCAL
  on-line shopping site as well as your physical
  location/s.
• Many KMAXeMALL tenants are included in the
  rotation of more than 70 promos per week
  extending brand awareness beyond their commercial
  schedule.
• On-line opportunities range from links to your
  existing web site to opening a e-commerce store
  for parts accessories.
• Other possibilities include banner advertising,
  participation in on-line contests and promotions,
  etc.

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IVR System
31 In Touch allows our viewers to interact with
the TV station and our clients. One part of 31 In
Touch is the Interactive Voice Response phone
system. This informational phone system allows
viewers to call in and hear their horoscope,
business sports news, entertainment info,
lottery numbers, consumer tips, weather forecasts
and more.

• 31 In Touch IVR Sponsorship Opportunities
  include
• Category Sponsorships, customized client info
  lines
• Contest execution promotion
• Enhanced features including Direct-Connect,
  Fax-Back database collection options

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upn31.com

• The on-line version of 31 In Touch can be found
  at www.upn31.com. This web site augments and
  supplements the features available on our
  interactive phone system.
• Site features include Good Day links, recipes
  cast bios, links to UPN 31 shows and program
  schedules, up-to-date news, weather sports,
  community pages more.
• Sponsorship opportunities include
• Banner advertising
• Link from our AUTOSHOPPER section (links to the
  used vehicle inventory of several area
  dealerships)
• Contests page sponsorships

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Recommended Advertising Strategies

• A consistent TV advertising schedule keeps your
  dealership top of mind with prospective buyers.
  Prominent awareness about your dealership will
  pay off when it comes time for potential
  customers to become actual purchasers
• Feature SUVs, vans and light trucks that now
  account for close to 50 of new vehicle sales and
  take advantage of the ongoing growth
  opportunities from this segment of the industry
• Use your TV advertising other KMAX marketing
  opportunities to promote your web site
• Dont forget to promote the back end - parts
  service often fall short of potential revenue
  levels due to lack of exposure
• No medium can build brand loyalty like television!

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MAXimum Results
Maximum Results is not just our slogan it comes
from the belief that our station is more than
just a purveyor of rating points. We are a
conduit between consumers, retailers and
manufacturers. Our client services and integrated
marketing opportunities are designed to deliver
MAXimum effectiveness and efficiency.