Take Charge of Your Brand

“Customers are going to have an

image of your company and your product whether or not you consciously

work to create one…and that

image is going to affect their decision about whether or

not to buy.”

- Sergio Zyman, former Senior Vice President of Marketing,

Coca Cola USA

Three Elements Needed For Effective Advertising

The Right Audience:

Target the core customers. Do not chase the extremes.

The Right Message:

Creative/Interesting. Time sensitive. Call to action.

High Frequency in a Few Places:

Dominate so your media message is not diluted. Do not spread the money into too many media “glasses” and dilute frequency.

“Results are obtained only by concentration of resources, especially by concentration of the scarcest and most valuable resource...”

-- Peter F. Drucker

Concentration Is The Key To All Economic Success ...

Daily Media ConsumptionAdults 18+

TV is the dominant media.

It is far easier for an advertiser to reach the target prospect when time spent

with the media is larger.

TV - The Most Powerful Advertising Medium

• The average viewer watches 16 networks.

• The average viewer watches 140 hours of TV per month, that’s 4.7 hours per day!

• Cable networks are the main source for news, sports, and entertainment.

Source:s Seeking Alpha by Davis Freeberg 3/22/07 and MediaPost

News by Joe Mandese, 6/6/08

Daily TV Consumption

Source: Council for Research Excellence, Nielsen,Ball State University, Sequent Partners LLC “Video Consumer Mapping Study (VCM)” - March 2009

• In Minutes• By Demographic

Most TV Viewers Are Watching Commercials

• New Video Consumer Mapping research says 86% of viewers remain with live television commercials– Consequently, only 14% of viewers change the

channel during commercials

• Most adults are exposed on average to 73 minutes of live TV commercials or other TV messaging daily

Source: Friedman, Wayne. “Ad Bonanza:

Most Viewers Are Watching

Commercials.” MediaPost. 10 May 2010.

Web. 11 May 2010.

Note: Video Consumer Mapping

research sponsored by the Council for

Research Excellence, conducted

throughout 2008 by researchers from

Ball State University and Sequent

Partners.

Market Research

A25-54 Share of Viewers

More people watch cable networksthan broadcast networks.

A18-29 A30-49 A50+

Local News 25% 39% 50%

Cable News Networks 35% 36% 41%

Nightly Network News 24% 25% 40%

Talk Radio 12% 16% 17%

Cable News Networks

A Primary Source For NewsIn Most Media Categories.

Source: Pew Project For Excellence In Journalism The State of the News Media 2009

According to Bridge Ratings, since 2001 Radio has become less important to consumers as Internet

Video grows and TV remains stable.

Bridge Ratings is a research company for the radio industry that tracks listener behavior.

TV: Consistently Most Important to Consumers

54% of MP3/iPod UsersHave connected & listened in the car regularly(more than once a week).

Source: Edison Research and Arbitron Ratings “Infinite Dial” National Survey March, 2010

Apple Inc. total sales estimate as of 1/1/10

50 million iPhones sold

235 million iPods sold

44% own an MP3 device

19 million Sirius/XM

subscribers

98% of Cell Phone UsersTurn the Car RadioDown or Off.

Source: The Economist 2/18/2010 and Bridge Ratings LLC 1/7/07Bridge Ratings is a research company for the radio industry that tracks listener behavior.

Radio Loses 50% of Time Spent ListeningTo Cell Phone Usage

Hello – Goodbye.

GOODBYE.Yellow Pages directories are projected to lose $5 billion in annual revenue over the next five years.

The largest publishers of Yellow Pages filed for Bankruptcy in 2009. The prediction is that all printed Yellow Page directories will not exist in five years.

Sources: Yellow Pages Dying Off In Ten Years, July 22, 2008-Chris Smith Lead Search Strategist

Borrell and Associates, “Say Goodbye To Yellow Pages” 8/2008 “Economics of Search Marketing” June 2009Webvisible and Nielsen, reported by Marketing Charts February, 2009

Today 5 times as many people use search engines on a regular basis than use the Yellow Pages.

An amazing 63% of consumers and small business owners turn to the Internet first for information about local companies.

HELLO.

Springfield News-LeaderAverage Paid Circulation

2007 2009

Daily: 55,138 44,365

Sunday: 78,904 69,373

Source: Audit Bureau of Circulations – Newspaper Publisher’s Statement –

Newspaper City Zone (less Educational Programs) 2007 – 2009.

HH coverage is M-Saturday.

Household 29.9% 22.5%

Coverage:

Minimal Impact of DVR on Cable

• 35-40% of commercials are typically not fast forwarded during playback– According to minute by minute data from Nielsen

and second-by-second data from TiVo.

• Impact of DVRs on television ratings across the full day is minimal – only accounts for 6% of overall television viewing in primetime, where DVR activity is most prevalent.– That 6% is heavily skewed toward broadcast

networks, which have about 15% of their viewing done via playback.

Source: MAGNA Global’s latest update on the state of DVRs and Video On Demand. Cable Spots, Wednesday, June 17, 2009.

OnMedia Reaches 73.8% of Total Consumer Spendingin the Springfield, DMA

($5.5 Billion Dollars)

Springfield Zone

St. Robert ZoneNixa/Ozark/Branson West ZoneBranson Zone

OnMedia Zones

OnMedia serves 56% of Households in the cable footprint.

(178,590)

Springfield Zone

St. Robert ZoneNixa/Ozark/Branson West ZoneBranson Zone

OnMedia Zones

Cable subscriber penetration is an estimate based on Nielsen data and total living units served by

OnMedia - a percentage of total Households reported in the 2000 US Census.

Why Buy Cable?

Target the Right Consumers

Cable television targets specific demographic characteristics and lifestyles which means you can “zero in” on the customers you want to reach.

Low Cost

Cable television is cost effective by any quantitative or qualitative measure. Cable network viewership continues to grow as broadcast network television declines.

No Waste

92% of retail sales are from customers that reside within 5 miles of the typical store.

SD Local Networks:

HD Local Networks: