WISN-TV Is Your Research ResourceWISNWISN--TV Is Your TV Is Your Research ResourceResearch Resource

WISNWISN--TV Is Your Research ResourceTV Is Your Research ResourceWISNWISN--TV is the only local media property to invest annually in an TV is the only local media property to invest annually in an outside research project for the Milwaukee market.outside research project for the Milwaukee market.

We can help you reach your targetWe can help you reach your target with a variety of research tools with a variety of research tools that provide information on Milwaukee consumers. that provide information on Milwaukee consumers.

HearstHearst--Argyle Television, WISNArgyle Television, WISN--TVTV’’s parent company, invests in s parent company, invests in national research with local applications.national research with local applications.

WISNWISN--TV uses this same research to build our business TV uses this same research to build our business –– from from both a product and a sales perspective.both a product and a sales perspective.

The WISNThe WISN--TV Research Center provides handsTV Research Center provides hands--on use of our on use of our resources at your convenience.resources at your convenience.

Research Tools Available To You Research Tools Available To You

Free Of ChargeFree Of Charge

Research Tools AvailableResearch Tools AvailableMARSHALL MARKETING & COMMUNICATIONS, INC.

Local consumer research based on annual telephone surveys in Milwaukee and five surrounding counties.

The only local research project of its kind in the market, with a 20-year history.

Available exclusively through WISN-TV.

Research Tools AvailableResearch Tools AvailableMARSHALL MARKETING & COMMUNICATIONS, INC.

NIELSEN MEDIA RESEARCHNIELSEN MEDIA RESEARCHStellarStellar –– Custom TV audience reports for your trade area and Custom TV audience reports for your trade area and your target. your target. Available exclusively through WISNAvailable exclusively through WISN--TV.TV.

Viewers In ProfileViewers In Profile –– Demographic audience data for six ratings Demographic audience data for six ratings periods: January, February, May, July, October and Novemberperiods: January, February, May, July, October and November

AriannaArianna –– TV household ratings available each morning following TV household ratings available each morning following the previous broadcast daythe previous broadcast day

Research Tools AvailableResearch Tools AvailableMARSHALL MARKETING & COMMUNICATIONS, INC.NIELSEN MEDIA RESEARCHTHE MEDIA CENTERTHE MEDIA CENTER

A nationwide database of sales and advertising A nationwide database of sales and advertising information from major retail businesses. information from major retail businesses.

Advertising strategies, business overviews and press Advertising strategies, business overviews and press articles articles

Research Tools AvailableResearch Tools AvailableMARSHALL MARKETING & COMMUNICATIONS, INC.

NIELSEN MEDIA RESEARCH

THE MEDIA CENTER

TELEVISION BUREAU OF ADVERTISINGTELEVISION BUREAU OF ADVERTISING

TVB provides resources to help advertisers make the TVB provides resources to help advertisers make the best use of local television. best use of local television.

Relevant and timely consumer and viewer trendsRelevant and timely consumer and viewer trends

Research Tools AvailableResearch Tools AvailableMARSHALL MARKETING & COMMUNICATIONS, INC.

NIELSEN MEDIA RESEARCH

THE MEDIA CENTER

TELEVISION BUREAU OF ADVERTISING

TNS MARKET ADVISORTNS MARKET ADVISOR

What is your competition spending? What is your competition spending?

Where are they spending it?Where are they spending it?

Research Tools AvailableResearch Tools AvailableMARSHALL MARKETING & COMMUNICATIONS, INC.

NIELSEN MEDIA RESEARCH

THE MEDIA CENTER

TELEVISION BUREAU OF ADVERTISING

TNS MARKET ADVISOR

All of these resources are available All of these resources are available ……

at no cost to you!at no cost to you!

Local Television Advertising Local Television Advertising Effectiveness StudyEffectiveness Study

© 2007 Frank N. Magid Associates, Inc.

Executive SummaryExecutive SummaryOverall, Overall, local news is an important and influentiallocal news is an important and influential part of viewerspart of viewers’’lives.lives.

Local News is Local News is more important and effective than Cablemore important and effective than Cable News and News and Network News.Network News.

Viewers are more engagedViewers are more engaged in Primetime Programs on Local in Primetime Programs on Local Broadcast TV Stations.Broadcast TV Stations.

Local television/local TV web sites are the Local television/local TV web sites are the most important source for most important source for weather.weather.

Local news Local news viewers are more affluent, educatedviewers are more affluent, educated and more likely to and more likely to own/subscribe to advanced video devices & services.own/subscribe to advanced video devices & services.

Local news is more Local news is more ““DVRDVR--proofproof..””

© 2007 Frank N. Magid Associates, Inc.

The Current Economic Situation Positively The Current Economic Situation Positively Impacts Local Television News UsageImpacts Local Television News Usage

6

9

10

16

17

78

90

80

83

82

16

2

11

2

1

0% 20% 40% 60% 80% 100%

Print magazines

Radio

Print newspapers

Local news

Web sites

More The same Less

Impact Of Economy On Media Usage

Net IncreaseNet Increase

+16

+14

-1

+7

-10

Local news

In the past several months the economy has unfortunately taken a turn for the worse. How have the recent economic conditions changed your frequency of doing each of the following?

© 2007 Frank N. Magid Associates, Inc.

Respondents Are More Engaged With Ads In Local TV Respondents Are More Engaged With Ads In Local TV News Than Advertisements In All Other Media EvaluatedNews Than Advertisements In All Other Media Evaluated

Radio PrintNewspapers

Local TV news

Local TV news

Local TV news

Magazines Yellow Pages Direct mail

Local TV news

Local TV news

Overall, which of the following types of advertisements do you pay more attention to?

Source: 2009 Hearst-Argyle/Frank N. Magid Research Study© 2007 Frank N. Magid Associates, Inc.

Respondents Are More Engaged With Ads In Local TV Respondents Are More Engaged With Ads In Local TV News Than Advertisements In All Other Media EvaluatedNews Than Advertisements In All Other Media Evaluated

Online Video

Online Banner

Online Text

Online Rich Media

Local TV news

Local TV news

Local TV news

Local TV news

Overall, which of the following types of advertisements do you pay more attention to?

© 2007 Frank N. Magid Associates, Inc.

““StellarStellar”” ExamplesExamples

Geographic Viewing ResearchGeographic Viewing Research

Client Client ““AA””Retailer with four Milwaukee locationsRetailer with four Milwaukee locations

•• Target: Target: A18+ primary, W18+ secondary A18+ primary, W18+ secondary

•• Trade area: Trade area: 12 zip codes12 zip codes

•• Objective: Objective: Communicate daily specials each Communicate daily specials each morning to consumers in trade area morning to consumers in trade area using most efficient televisionusing most efficient television

M-F/5-7a + Sa-Su/7-9a Combined Impressions

2,296

307

416

431

72

413

83

1,365

73

66

264

403

142

347

10,555

11,3268,300

WISN

WITI

WTMJ

WDJT

WCGV

WVTV

CNN

DISCOVERY

DISNEY

FOOD NETWORK

FOX NEWS CH

HIS

NICK

TBS CABLE

TNT

USA

WEATHER CHL

Persons 18+

Source: Nielsen Media Research, Stellar Custom Report, Oct’08/Nov’08/Jan’09 TP averages for trade area zip codes

M-F/5-7a + Sa-Su/7-9a Combined Impressions

1,365

268

384

227

38

231

60

486

48

66

231

382

71

118

4,0544,938

7,472WISN

WITI

WTMJ

WDJT

WCGV

WVTV

CNN

DISCOVERY

DISNEY

FOOD NETWORK

FOX NEWS CH

HIS

NICK

TBS CABLE

TNT

USA

WEATHER CHL

Women 18+

Source: Nielsen Media Research, Stellar Custom Report, Oct’08/Nov’08/Jan’09 TP averages for trade area zip codes

Client Client ““BB””Retailer with one Milwaukee locationRetailer with one Milwaukee location

•• Target: Target: Women 25Women 25--5454

•• Trade area: Trade area: TopTop--10 zip codes for sales revenue10 zip codes for sales revenue

•• Objectives: Objectives: Increase share of voice in retail segment Increase share of voice in retail segment with core consumerwith core consumer

Book: AVG of OCTOBER, 2008; NOVEMBER, 2008; JANUARY, 2009Demographic: Females 25-54Characteristic: TV Households

TOP 10 ZIP CODES AREASum Of Weights(000): 60

LPM In-Tab/Diary In-Tab: 0/ 202

Daypart Name Station ImpM-F 5a-9a WITI 3,818

WISN 3,056WTMJ 1,400TNT 497WDJT 485FX 250TBS CABLE 236WCGV 218Lifetime Mov 167USA 154NICK 77WVTV 75DISNEY 42A&E NETWORK 27HOME&GARDEN 15LIFETIME 15FOOD NETWORK 0TLC 0

- Ranked By Top 10 Zip Codes Trade Area / ImpressionsNielsen Media Research Demographic Audience Summary

Book: AVG of OCTOBER, 2008; NOVEMBER, 2008; JANUARY, 2009Demographic: Females 25-54Characteristic: TV Households

TOP 10 ZIP CODES AREASum Of Weights(000): 60

LPM In-Tab/Diary In-Tab: 0/ 202

Daypart Name Station ImpM-F/5-7p WISN 4,412

WCGV 2,009WITI 1,922WVTV 1,622WTMJ 1,383USA 1,312TNT 661A&E NETWORK 627WDJT 622TBS CABLE 401DISNEY 197Lifetime Mov 105TLC 105HOME&GARDEN 75FOOD NETWORK 57LIFETIME 40FX 34NICK 29

- Ranked By Top 10 Zip Codes Trade Area / ImpressionsNielsen Media Research Demographic Audience Summary

Book: AVG of OCTOBER, 2008; NOVEMBER, 2008; JANUARY, 2009Demographic: Females 25-54Characteristic: TV Households

TOP 10 ZIP CODES AREASum Of Weights(000): 60

LPM In-Tab/Diary In-Tab: 0/ 202

Daypart Name Station ImpM-SU 10-1030P WISN 6,178

WITI 3,107WDJT 2,602WTMJ 2,462WCGV 2,191WVTV 1,552TBS CABLE 733LIFETIME 406A&E NETWORK 358TNT 329USA 313FX 268Lifetime Mov 236DISNEY 160HOME&GARDEN 55TLC 50FOOD NETWORK 42NICK 0

- Ranked By Top 10 Zip Codes Trade Area / ImpressionsNielsen Media Research Demographic Audience Summary

Put WISN 12 Research to Put WISN 12 Research to Work for YouWork for You!!

Contact Troy Bonenberger Contact Troy Bonenberger 414414--937937--33153315

for your customized report for your customized report