“driving forward” local research & marketing opportunities from upn 31, kmax people’s...
TRANSCRIPT
“Driving Forward”
Local Research &Marketing Opportunities
from UPN 31, KMAX
People’sClearance Center
Driving Forward
• This presentation was created by the KMAX Client Services Department to provide People’s 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?
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
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.
DEMO BREAKDOWN
6%17%
30%20%
12%
15%
18-24 25-34 35-44
45-54 55-64 65+
Adults 18+ who own a Chrysler, Plymouth or Jeep vehicle (Sacramento DMA Scarborough Mar99-Feb00)
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%)
HH Income BREAKDOWN
34%
21%
24%
21%
Less than $35K $35k-$50k
$50K-$75K $75K+
Adults 18+ who own a Chrysler, Plymouth or Jeep vehicle (Sacramento DMA Scarborough Mar99-Feb00)
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.
DEMO BREAKDOWN
16%
26%
19%
15%
9%
15%
18-24 25-34 35-44
45-54 55-64 65+
Adults 18+ who own a Nissan or Hyundai vehicle (Sacramento DMA Scarborough Mar99-Feb00)
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%)
HH Income BREAKDOWN
43%
23%
16%
18%
Less than $35K $35k-$50k
$50K-$75K $75K+
Adults 18+ who own a Nissan or Hyundai vehicle (Sacramento DMA Scarborough Mar99-Feb00)
Future Buyers = Potential Customers
17%
23% 23%
19%
12%
7%
0%
5%
10%
15%
20%
25%
18
-24
25
-34
35
-44
45
-54
55
-64
65
+
• More than 60% of adults who plan to purchase a vehicle in the next year are 44 or younger
Adults 18+ who plan to buy/lease a new or used vehicle in the next yr.. (Sacramento DMA Scarborough Sep99-Feb00)
DEMO BREAKDOWN
Future Buyers = Potential Customers
33%
26%
16%
25%
0%
5%
10%
15%
20%
25%
30%
35%
>$
35
k
$3
5-5
0k
$5
0-7
5k
$7
5k+
• 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)
HH INCOME BREAKDOWN
Future Buyers = Potential Customers
38%
32%
9%7% 9%
1%
13%11%
13%
52%
0%
10%
20%
30%
40%
50%
60%
>$10k $10-15k $15-20k $20-25k $25k+
NEW USED
• 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)
Plan To Spend...
Future Buyers = Potential Customers
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Car Truck SUV Luxury Van
NEW USED
• 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)
Model Type...
Future Buyers = Potential Customers
• 62% currently access the Internet…of 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)
UPN 31 KMAX Delivers
Customers FOR
Can KMAX reach your POTENTIAL CUSTOMERS?
124
100
KMAX
Market
*Adults 18+ who plan to buy/lease a new or used vehicle in the next year (Sacramento DMA Scarborough Sep99-Feb00)
KMAX Works!Results Index
Reach over 234,000potential customers*
every week!
Sign On/Off
When are your POTENTIAL CUSTOMERS watching KMAX?
KMAX DaypartsWeekly Cume
35000
96000
94000
57000
83000
42000
51000
S-S 12-10p
M-F 10p-2a
M-8-10p
M-F 7-8p
M-F 430-7p
M-F 9a-230p
M-F 6-9a
*Adults 18+ who plan to buy/lease a new or used vehicle in the next year (Sacramento DMA Scarborough Sep99-Feb00)
When are your POTENTIAL CUSTOMERS watching KMAX?
KMAX DaypartsResults Index
*Adults 18+ who plan to buy/lease a new or used vehicle in the next year (Sacramento DMA Scarborough Sep99-Feb00)
116
167
224
117
105
104
141
S-S 12-10p
M-F 10p-2a
M-8-10p
M-F 7-8p
M-F 430-7p
M-F 9a-230p
M-F 6-9a
Will KMAX viewers shop at People’s Clearance Center?
KMAX DeliversPEOPLES Cume & Index
153
*HH might shop People’s Chy/Ply/Jeep to buy/lease a new/used vehicle (Sac DMA Scarborough Sep99-Feb00)
KMAX Index
37,510KMAX Cume
UPN 31 KMAX MARKETING
OPPORTUNITIES FOR
Good Day Sacramento
“A Better Way To Start Your Day!”
The market’s first and only LIVE & LOCAL morning program with news, traffic, weather,
entertainment, contests and fun!
Every weekday morning from 5:30-10!
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)
Doug the Car Czar
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
Doug Brauner is the only local reporter who can stick a camera under the hood, take & answer viewer’s automotive questions LIVE and actually know what he’s talking about! His knowledge and personality make him a natural for live remotes & Good Day Sacramento’s CAR CZAR segment is the perfect promotional “vehicle” for your business.
2x2x2 Sports
• KMAX is the Valley’s 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.
Begins Feb ‘01!
KMAXeMALL.com
• UPN 31 KMAX has developed a way for your business to take advantage of the convergence between TV and the Internet…. It’s 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.
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
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
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
• Don’t 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!
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.