KVUE+Media+Kit+2012

Report
Where Trust is Earned
KVUE Media Kit
About Austin
• In January 2009, Austin entered the top 50 TV market. Austin is currently the 47th largest designated market area (DMA) as of
February 2012.
• Growth in the Greater Austin Region has been extraordinary! Austin’s Metropolitan Statistical Area population reached 1,716,289 in
July 2010 -- which includes Travis, Williamson, Hays, Caldwell, and Bastrop counties.
•The Austin area grew 20.4% from 2000-2010, jumping from 656,562 residents to 790,390 residents. Austin’s Metropolitan Statistical
Area population grew 37.3% from 2000-2010, gaining 466,426 residents to 1,716,289.
• Austin, TX has been recognized by Brookings Institute’s MetroMonitors as one of 20 metro areas that had shown the strongest overall
performance during a recession and having one of the strongest recoveries; with an increase in gross metro product and lower decline in
employment and home prices since the peak of the recession.
•The civilian labor force for the Austin-Round Rock MSA averaged 766,500 for 2010, a 14% growth rate from 2000. The Austin areas
unemployment rate stands below both national and state averages. Austin ranks #4 for projected job growth among metro areas –forecasting a 24.7% growth between 2005-2015 according to Global Insight, Inc.
•Of the 50 fastest growing tech companies in Texas, 19 are based in Austin according to Deloitte & Touche USA LLP. A few of the cities
largest tech employers include DELL, Samsung ,Intel, Advanced Micro Devices, 3M, Facebook and Google with Ebay soon to come.
• Nearly half of the region's population, 47%, is in the peak working years between the ages of 18-44 (compared to 39% nationally). The
median age of the Austin metro is four years younger than the national median (31.8 years vs. 35.9 years).
• The median Austin MSA household income is $73,800 with the median home price of $199,300.
• Over 36% of Austinites over 25 years hold a bachelor’s degree. The University of Texas (one of the nation’s largest public universities)
and six other major universities/colleges in the area provide an ample supply of well-educated, diverse, and talented workers to area
employers.
• Austin’s quality of life has become its biggest economic development engine and lure. Best known as the ‘Live Music Capital of the
World,’ Austin is host to many live-music events, including the Austin City Limits Festival and SXSW. These events along with the many
other festivals, art exhibitions, performing arts, museums, sports teams, and surrounding Hill-Country vineyards makes Austin an
attractive place to visit and make home.
Source: Real Estate Center at Texas A&M 2011 Market Study
Market Statistics
Adults 25-54
399,000
Adults 18-49
424,000
Adults 18-34
223,000 208,000
Adults 18+
665,000
Children 2-11
777,000
401,000
826,000
431,000
662,000
1,327,000
1,718,000
Persons 2+
Working Women
378,000
295,000
248,000
Males
Females
Total
Austin DMA Market 44
Universe and Penetration Estimates
DMA TV HH 686,830
23.8% Hispanic, 6.9% Black
Metro TV HH 650,120
24.7% Hispanic, 7.2% Black
Source: Feb2012 Nielsen Station Index
About KVUE
•REACH - KVUE has the incomparable ability to reach the greater Austin population. It is the Austin area’s most watched television
station sign on/sign off since November 2002! In the MAY-11 ratings period, KVUE was #1 in most major M-F newscasts – 6AM,
Midday, 5PM, 6PM, and 10PM. (NSI-NOV02-MAY-11)
•STRENGTH - KVUE’s ability to reach people in Central Texas is unmatched. Whether it’s ABC prime programs like Desperate
Housewives, Grey’s Anatomy,The Bachelor, Dancing with the Stars, Private Practice; daytime and evening programming like Ellen,The View, and
ET; there is no better way to reach women than KVUE. With Castle, Modern Family, That 70’s Show, King of Queens, Jimmy Kimmel,
Nightline, and sports including College Football and Basketball, NBA , NASCAR, and more, KVUE can provide easy access to men
you're looking to reach. Furthermore, KVUE’s #1 newscasts and programs tend to attract Central Texans with higher education &
income levels that advertisers want to target.
•QUALITY - KVUE’s commitment to quality programming and excellence in journalism provide an environment that tends to attract
middle and higher income levels (i.e., people with disposable income and able to afford a home). KVUE’s News Department is one of
the most honored in the country, receiving the 2010 Emmy for Best Newscast for the 10pm news for medium sized markets. KVUE
also recently won the Lone Star Emmy for Best Newscast in mid-markets for 2011. In 2010 Texas Associated Press awarded KVUE
Best Newscast 6pm, Best Anchor Team, Best Spot Coverage (IRS Plane Crash), Best Spot Story Individual (IRS Plane Crash), Best
Feature Story Serious, best Series, and Best Beat Reporting. The seven 1st place Texas AP awards are the most among Austin stations.
KVUE also won the Austin Headliner’s Award for Best Television Spot Coverage for IRS Plane Crash in 2010.
•COMMUNITY - KVUE has built a solid foundation of public service with one simple goal to help people in our community. In 2011,
KVUE was recognized with the Bonner McLane Public Service Award from the TAB. Each year we honor ‘5 Who Care’ and ‘5 Kids
Who Care,’ recognizing outstanding members of our community who donate their time and efforts towards the betterment of their
city. We are proud annual sponsors and exclusive partners for the Susan G. Komen Foundation’s ‘Race for the Cure’ and March of
Dimes ‘March for Babies’, helping raise over $1 million dollars for each. We also participate in Coats for Kids’, Any Baby Can, Habitat
for Humanity, and many other community fundraisers and projects throughout the year.
•ONLINE - KVUE has a true online partner in KVUE.com. It is Austin’s #1 media website, reaching 12.6% of the market. KVUE.com
provides an effective, cost-efficient way to reach the online audience. The site has over 383,000 monthly unique users, averages over
4.5 million page views each month, and has over 30,000 users who have asked to receive our permission-based specials direct email
product. Furthermore, our online audience is desirable with over 54% having a household income of $75,000+.
KVUE Coverage Map
There are multiple service providers which carry KVUE throughout Austin, as well as into the
outlying areas of San Antonio, Waco-Temple-Bryan, and Houston.
Source: Titan TV
Who’s Watching KVUE ?
Adults 18+ That Watched KVUE in the past week
Gender
Men
35%
Women
65%
59% - zero
17% - one
17% - two
6% - three
2% - four+
Source: Nielsen NSI 4 Book Avg (Feb-11, May-11, July-11, Nov-11)
M&W 18+ (000); KVUE M-Su 5A-2A
26.8
16.9
13.6
5.3
Hispanic
8%
White
76%
Black
10%
Asian
2%
Other
3%
0%
Occupations
46% White Collar
12% Blue Collar
Household Income
30
25
20
15
10
5
0
Ethnicity
Number of Children in
Household
20%
40%
60%
80%
Age
23% Retired
23% Homemaker
10% Student
16.3
21%
8.7
17%
20%
18%
15%
10%
Education Level
16% High School Graduate
30% Some College
32% College Graduate
16% Post Graduate
Source: Stowell Research, Austin 2012
18-24 25-34 35-44 45-54 55-64
65+
Sports on KVUE
•Austin is home to the University of Texas, one of the largest universities in the United States. Austin is
a college town – and nothing is bigger in Austin than UT Longhorn football. As an ABC affiliate, we are
blessed to carry Big 12 College Football (UT , along with other Texas universities like, Texas Tech,
Baylor and TCU, part of the Big 12 conference). We typically carry 5-7 Longhorn games each season,
and they normally do a 20-30 HH rating.
•Texas Tailgaters: KVUE’s Saturday UT Longhorn pre-game show. Provides an analysis of the
Longhorns along with the rest of the Big 12.
•Friday Football Fever: KVUE’s Friday night high school football highlight show. Provides scores,
highlights, and the inside scoop on the Friday night football
•College Football: Big 12 Football, Saturday Night College Football ,The Outback Bowl and The
Liberty Bowl.
•NBA Regular Season, Playoffs and Finals
•NASCAR Nationwide Series
•Indianapolis 500
•Little League World Series

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