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WBBJ-TVThe Power Of Television
Jackson, TN
Jackson, TN: Boom-Town, USA2009 Market Analysis2009 Market Analysis
Graves
Carroll
Madison Hende
rson
HardinMcNairyHardemanFayetteShelby
Tipton
Laud
erdale
Haywood
Crockett
Dyer
ObionWeakley
HenryBe
nton
Deca
tur
Lewis
Hickman
Perry
Humph
reys
Houston
StewartMontgomery
Dickson
New Madrid Fulton
HickmanMiss-issippi
De Soto
Tate
Marshall Bent
on
Tippah
Alcorn
Prentiss
Tish
omin
go
Lauderdale
Colbert
Franklin
Cheste
r
Memphis
MO KY
MS
AL
TN
Wayne
Calloway
Gibson
Lake
The Jackson, TN DMA:An Overview
The Jackson, TN DMA is ranked 173rd by Nielsen, is comprised of 6 counties in Tennessee: Madison, Gibson, Chester, Carroll, Henderson and Hardin and contains 98,050 TV Households. Cable penetration in the market is 61%.
WBBJ-TV achieves a 21 HH share in the DMA while WJKT achieves a 3 HH share and WBJK achieves a 1 share. As for the individual counties:
County WBBJ-TV WJKT WBJKMadison 22.2 4.2 0.9Carroll 25.1 3.6 0.3Henderson 20.4 3.6 0.5Hardin 18.2 1.6 0.6Chester 19.2 1.6 0.2Gibson 18.4 2.7 0.0
2008 Sign/On-Sign-Off HH Share
Source: The Nielsen Company, 2008 NSI Diary County Coverage,U.S. Television Household Estimates, September 2008,Nov’08 NSI Jackson, TN
Graves
Carroll
Madison Hende
rson
HardinMcNairyHardemanFayetteShelby
Tipton
Laud
erdale
Haywood
Crockett
Dyer
ObionWeakley
Henry
Bent
onDe
catu
r
Lewis
Hickman
Perry
Humph
reys
Houston
StewartMontgomery
Dickson
New Madrid Fulton
HickmanMiss-issippi
De Soto
Tate
Marshall Bent
on
Tippah
Alcorn
Prentiss
Tish
omin
goLauderdale
Colbert
Franklin
Cheste
r
Memphis
MO KY
MS
AL
TN
Wayne
Calloway
Gibson
Lake
When It Comes Lifestyle Interests, Jackson, TN Ranks In The Top 50 In Several Categories!
Source: 2007 SRDS Lifestyle Market Analysis
Activity U.S. Rank Index to U.S.
Entering Sweepstakes 3 138
Home Furnishing/Decorating 4 123
Bible/Devotional Reading 6 184
VCR Recording 13 112
Grandchildren 15 129
Our Nation’s Heritage 22 121
Current Affairs/Politics 26 116
Money Making Opportunities 35 116
Fine Art/Antiques 38 110
Self-Improvement 42 106
Improving Your Health 44 107
Fashion Clothing 44 107
Jackson, TN households are more likely to lead the following lifestyles:
Although Jackson, TN ranks 173rd in terms of DMA Households, it ranks higher in Per HH Total Retail Sales and in key sales per household categories.
Clothing & Accessory StoreSales Per Household
Rank: #74$1,625
Food & Beverage StoreSales Per Household
Rank: #150$3,772
Furniture & FurnishingStore Sales Per Household
Rank: #38$1,204
Building Materials &Garden Supplies
Sales Per HouseholdRank: #58$5,593
Furniture, Home Furnishings& Appliance Store
Sales Per HouseholdRank: #55$2,033
Grocery & Other FoodSales Per Household
Rank: #86$6,018
Major Household AppliancesSales Per Household
Rank: #67$336
*Includes Eating & Drinking Sales
Gasoline Service StationSales Per Household
Rank: #71$6,167
Health & Personal Care StoreSales Per Household
Rank: #31$2,655
Total Retail Sales*Per Household
Rank: #71$43,877
Drugs, Health &Beauty Aids
Sales Per HouseholdRank: #36$3,134
General Merchandise StoreSales Per Household
Rank: #30$7,406
Liquor, Wine & BeerSales Per Household
Rank: #81$702
Flooring & Floor CoveringSales Per Household
Rank: #54$344
Eating & Drinking PlaceSales Per Household
Rank: #130$3,298
Furniture & Sleep EquipmentSales Per Household
Rank: #41$800
FootwareSales Per Household
Rank: #38$668
Motor Vehicle & Parts StoreSales Per Household
Rank: #52$8,717
Department StoreSales Per Household
Rank: #94$2,390
Men’s & Boy’s ClothingSales Per Household
Rank: #75$931
Women’s & Girl’s ClothingSales Per Household
Rank: #73$1,596
Source: 2008 Demographics USA (County Edition)
Category Number U.S. Rank
Cotton (acres) 107,242 31
Sweet Potatoes (100 weight) 720 44
Soybeans for beans (bushels) 6,135,554 57
Sorghum for Grain (bushels) 108,350 58
Corn for Grain (bushels) 12,544,433 67
Jackson, TN Agriculture
Jackson, TN is a top 75 agricultural market.
Source: 2002 U.S. Census of Agriculture; 2008-2009 Katz Agricultural Rankings
A Station Overview
WBBJ-TV, an ABC affiliate, has been a Jackson, TN commercial broadcast station for over 50 years. On March 5 1955, the station signed on as WDXI and then on January 1, 1966, ownership changed and the call letters became WBBJ-TV. WBBJ-TV has been an ABC affiliate since February 1, 1967. WBBJ is West Tennessee’s first news source. WJKT, a FOX station, only airs one newscast each day at 9PM. The broadcast originates from their sister station in Memphis and contains no Jackson/local content.
Source: 2009 TV FactbookWBBJ.comThe Nielsen Company, 2008 NSI Diary County Coverage
ABC programming from Memphis is blocked due to network non-duplication protection. WBBJ-TV’s syndicated product is also protected by syndex rules.
WBBJ-DT Coverage
Carroll
Madison
Hende
rson
HardinMcNairyHardemanFayetteShelby
Tipton
Laud
erdale
Haywood
Crockett
Dyer
Obion WeakleyHenry
Bent
on
Wayne Lawrence
Lewis
Hickman
Perry
Humph
reys
Houston
StewartMontgomery
Dickson
Mississippi
Crittenden
Clay
Dunk
in
Pemiscot
New Madrid
Stoddard
ButlerFulton
Hickman Graves Calloway
MarshallTrigg
Miss-issippi
Scott
Tunica
De Soto
Tate
Marshall Bent
on
Tippah
Alcorn
Prentiss
Tish
omin
go
Union
Lauderdale
Colbert
Franklin
Lawrence
Giles
Maury
Williams
Dav
Chea
tham
Robertson
ToddChristianCarlisle
Lake
Cheste
r
Deca
tur
Memphis
MO
MS
AR
TN
AL
DMA
Gibson
WBBJ DTV Signal
WBBJ Is Granted A Market Modification By The FCC
Market Modification
In 2008, the Federal Communications Commission (FCC) granted WBBJ/ABC 7 a market modification to legally serve 24 additional communities, along with their own six county DMA. WBBJ is now considered a cable must-carry in 13 Nashville DMA communities, 7 Memphis DMA communities and 4 Paducah/Cape/Harrisburg DMA communities. The market modification was granted due to WBBJ’s strong share of viewership and community involvement within the 24 communities. WBBJ did not take these communities from their respective DMA’s, but was given the right to co-exist with the stations licensed to those communities. WBBJ is the only local news station between Memphis and Nashville, Paducah KY and Tupelo MS. The communities in the Nashville DMA are: Camden (Benton County), Parsons, Perryville and Scotts Hill (Decatur County), Henry, Paris, Cottage Grove and Puryear (Henry County), Linden and Lobelville (Perry County), Clifton, Collinwood and Waynesboro (Wayne County).
The communities in the Memphis DMA are: Corinth (Alcorn County, Mississippi), Alamo (Crockett County), Dyersburg and Newbern (Dyer County), Bolivar (Hardeman County), Brownsville (Haywood County) and Selmer (McNairy County).
The communities in the Paducah/Cape/Harrisburg DMA are: Tiptonville (Lake County), Union City (Obion County), Dresden and Martin.
WBBJ-TV IsWBBJ-TV IsJackson, TN’sJackson, TN’sMost ViewedMost Viewed
StationStation
WBBJ-TV IsWBBJ-TV IsJackson, TN’sJackson, TN’sMost ViewedMost Viewed
StationStation
2008 DMA HH Shares2008 DMA HH Shares
Source: The Nielsen Company, 2008 NSI Diary County Coverage
S/O-S/O Mon-Sun 7AM-1AM
WBBJ %Overachiev.
2000%
600%
2000%
600%
211
3
Daytime Mon-Fri 9AM-3PM
**
500%
**
500%
240
4
WBBJ %Overachiev.
*WBJK and WJKT do not air local news at 5PM, 6PM or 10PM.**Cannot be determined.
Early Fringe Mon-Fri 3-5PM
2400%
525%
2400%
525%
2514
ABC
CW
FOX
WBBJ
WBJK
WJKT
ABC
CW
FOX
WBBJ
WBJK
WJKT
ABC
CW
FOX
WBBJ
WBJK
WJKT
Access Mon-Sun 6:30-7PM
3300%
3300%
3300%
3300%
3411
ABC
CW
FOX
WBBJ
WBJK
WJKT
4-4:30PM
2500%
767%
2500%
767%
261
3
ABC
CW
FOX
WBBJ
WBJK
WJKT
4:30-5PM
**
550%
**
550%
260
4
ABC
CW
FOX
WBBJ
WBJK
WJKT
Prime Mon-Sat 7-10PM/Sun 6-10PM
1300%
180%
1300%
180%
141
5
ABC
CW
FOX
WBBJ
WBJK
WJKT
Early News* Mon-Fri 5-5:30PM
**
3600%
**
3600%
370
1
ABC
CW
FOX
WBBJ
WBJK
WJKT
Late Fringe Mon-Fri 10:30PM-12M
1700%
800%
1700%
800%
1812
ABC
CW
FOX
WBBJ
WBJK
WJKT
Early News* Mon-Fri 6-6:30PM
3500%
3500%
3500%
3500%
3611
ABC
CW
FOX
WBBJ
WBJK
WJKT
Fringe Mon-Fri 5-6:30PM
**
3600%
**
3600%
3701
ABC
CW
FOX
WBBJ
WBJK
WJKT
Late News* Mon-Fri 10-10:35PM
**
3400%
**
3400%
350
1
ABC
CW
FOX
WBBJ
WBJK
WJKT
WBBJ-TV Is #1 In Every Daypart
WBBJ-TV: Jackson, TN’s Most Viewed StationWarning: Don’t Buy Memphis To Cover Jackson, TN!
Daytime
1100%1100% 200%200% 700%700%1100%1100%
**
Early Fringe
2400%2400% 317%317% 400%400%
733%733%* * * *
Early News (5PM)
3600%3600% 517%517% 640%640%3600%3600%
*****Cannot be calculated
Source: The Nielsen Company, 2008 NSI Diary County Coverage
2
36
121
2
36
121
Sign-On/Sign-Off
WBBJ-TVWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
WBBJ-TV% Advantage
2000%2000% 250%250% 600%600% 950%950%
****
2008 DMA HH Shares2008 DMA HH Shares
23
82
24
23
82
24WBBJ-TVWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
35
61
25
35
61
25WBBJ-TVWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
15
61
37
15
61
37WBBJ-TVWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
00
00
00
00
Access
3300%580%580%3300%
**
3300%580%580%3300%
**
Prime
1300% 100% 367% 600%
**
1300% 100% 367% 600%
**
Late News
3400%400%600%
***
3400%400%600%
***
*Cannot be calculated
Source: The Nielsen Company, 2008 NSI Diary County Coverage
Early News (6PM)
WBBJ-TV% Advantage
3500%3500% 620%620%800%800%3500%3500%
****
2008 DMA HH Shares2008 DMA HH Shares
Late Fringe
14
51
36
14
51
36WBBJ-TVWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
155
134
155
134WBBJ-TV
WPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
23
71
14
23
71
14WBBJ-TVWPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
57
135
57
135WBBJ-TV
WPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
11
46
118
11
46
118WBBJ-TV
WPTY ABCWREG CBSWMC NBCWHBQ FOXWLMT CWWPXX MNT
00
0
00
00
00
0
1700%200%350%1700%1700%
*
1700%200%350%1700%1700%
*
WBBJ-TV Reaches More Households Than The Jackson Sun
Nov’08 WBBJ-TV Television Households (M-Su/5A-2A)104,000Net Weekly Circulation
Newspaper Average Daily Circulation(for 6 months ending 9/30/2008) SundayJackson Sun* 35,570
WBBJ-TVTV Households
WBBJ-TV Gets Into More Living RoomsThan The Local Newspaper
Source: The Nielsen Company, Nov’08 NSI Jackson, TN9/30/08 Audit Bureau of Circulations FAS-FAX Report
104,000
Jackson SunSunday
35,570
*Circulation includes both home delivery, mail and single copy newsstand sales
WBBJ-TV Reaches More Households Than Cable In The Jackson, TN DMA
WBBJ-TV Net-Weekly Cume (M-Su 5A-2A) 104,000
Nov’08Television
Households
Cable Subscribers – DMA Total 59,770Charter Media – Jackson, TN (DMA’s largest Interconnect) 38,800
WBBJ-TVTV Households
DMA Cable TVHouseholds
WBBJ-TV Is The WiseChoice Over Cable
Source: The Nielsen Company, Nov’08 NSI Jackson, TN
104,000
59,770
38,800
Charter MediaSubscribers
Let’s take a look atLet’s take a look atWBBJ-TV’s strength WBBJ-TV’s strength
outside of the DMA . . .outside of the DMA . . .
Let’s take a look atLet’s take a look atWBBJ-TV’s strength WBBJ-TV’s strength
outside of the DMA . . .outside of the DMA . . .
: Reaches Viewers In Bonus Counties
Alcorn MS Memphis 15,010 17%
Crockett TN Memphis #1 ABC 5,470 45%
Dyer TN Memphis #1 ABC 14,950 32%
Haywood TN Memphis #1 ABC 7,410 24%
McNairy TN Memphis #1 ABC 10,560 36%
Lake TN Paducah-Cape Girardeau-Harrisburg #1 ABC 2,080 44%
Obion TN Paducah-Cape Girardeau-Harrisburg #1 ABC 13,020 43%
Weakley TN Paducah-Cape Girardeau-Harrisburg #1 ABC 13,210 45%
Benton TN Nashville 6,790 16%
Decatur TN Nashville #1 ABC 4,630 34%
Henry TN Nashville #1 ABC 13,320 27%
Source: The Nielsen Company, 2008 NSI Diary County Coverage,U.S. Television Household Estimates, September 2008
2008 DMA Sign-On/Sign-Off HH Weekly Cume2008 DMA Sign-On/Sign-Off HH Weekly Cume
Total Bonus TV Households: 106,450 32%
#1 ABC Affiliate County State DMA By HH Share Total TV HH Cume
WBBJ-TV achieves at least a 16 cume in 11 outside counties surrounding the Jackson, TN DMA and is the #1 ABC affiliate in 9 counties of those counties.
WBBJ-TV: #1 In News In Decatur County In The Nashville DMA!
*Cannot be calculated
Source: The Nielsen Company, 2008 NSI Diary County Coverage
16
12
28
16
12
28
Early News (5PM)
WBBJ-TVWKRN ABCWTVF CBSWSMV NBC
WBBJ-TV% Advantage
133%133% **
75%75%
2008 Decatur County HH Shares2008 Decatur County HH Shares
Early News (6PM)WBBJ-TV
% Advantage
120%120% **
94%94%
WBBJ-TVWKRN ABCWTVF CBSWSMV NBC 17
15
33
17
15
33
Late News (10PM)WBBJ-TV
% Advantage
188%188% 475%475% 130%130%
WBBJ-TVWKRN ABCWTVF CBSWSMV NBC 10
4
8
23
10
4
8
23
0
0
WBBJ-TV: #1 In News InCrockett County In The Memphis DMA!
Source: The Nielsen Company, 2008 NSI Diary County Coverage
12
113
21
12
113
21
Early News (6PM)
WBBJ-TVWPTY ABCWREG CBSWMC NBC
WBBJ-TV% Advantage
600%600% 91%91% 75%75%
2008 Crockett County HH Shares2008 Crockett County HH Shares
WBBJ-TV: #1 In News In Lake County In The Paducah-Cape Girardeau-Harrisburg DMA!
*Cannot be calculated
Source: The Nielsen Company, 2008 NSI Diary County Coverage
22
17
24
22
17
24
Late News (10PM)
WBBJ-TVWSIL+ ABCKFVS CBSWPSD NBC
WBBJ-TV% Advantage
**41%41% 9%9%
2008 Lake County HH Shares2008 Lake County HH Shares
0
WBBJ-TV has a substantial reach in 11 outside counties surrounding the Jackson, TN DMA.
Rank Market TV Households128 Columbus, GA
213,980
* WBBJ-TV ASI204,500
129 Corpus Christi197,290
130 Chico-Redding197,280
131 Amarillo 192,090132 Rockford 188,860
Source: The Nielsen Company, 2008 NSI Diary County Coverage,U.S. Television Household Estimates, September 2008
When these 11 neighboring counties are added to the Jackson, TN DMA, a WBBJ-TV Area of Station Influence (ASI) is created in which the coverage is equivalent to a Nielsen TV Households rank of 129th.
Jackson, TN DMA
11 bordering DMA counties where WBBJ-TV achieves at least a 16 Net Weekly Cume totaling 106,450 TV HHs.
: Covering The Jackson, TN and Beyond
Graves
Carroll
Madison Hende
rson
HardinMcNairyHardemanFayetteShelby
Tipton
Laud
erdale
Haywood
Crockett
Dyer
Obion
Weakley
Henry
Bent
onDe
catu
r
Wayne
Lewis
Hickman
Perry
Humph
reys
Houston
StewartMontgomery
Dickson
New MadridFulton
Hickman CallowayMiss-issippi
De Soto
Tate
Marshall Bent
on
Tippah
Alcorn
Prentiss
Tish
omin
go
Lauderdale
Colbert
Franklin
Cheste
r
Memphis
MO KY
MS
AL
TNGibson
Lake
The WBBJ-TV ASI Increases the Market’s Buying Power In Every Major Category.
TV Households
109%109%98,050204,500
Effective Buying Income (000)
101%101%$4,153,609$8,341,932
Total Retail Sales (000)
86%86%$4,320,596$8,057,135
Food Store Sales (000)
70%70%$371,409$630,923
Eating & Drinking Place Sales (000)
78%78%$324,727
$578,671
General Merchandise Store Sales (000)
73%73%$729,248
$1,264,401
Department Store Sales (000)
43%43%$235,309
$337,253
Grocery Store Sales (000)
71%71%$346,758
$592,703
% Increase
Jackson, TN WBBJ-TV ASI
2007 Retail Categories2007 Retail Categories
Source: 2008 Demographics USA (County Edition)The Nielsen Company, U.S. Television Household Estimates, September 2008
Furniture, Home Furnishing & Appliance Store Sales (000)
53%53%$200,178$306,319
Furniture & Home Furnishing Store Sales (000)
36%36%$118,531$161,320
Automotive Dealer Sales (000)
75%75%$858,402$1,506,458
Gasoline Station Sales (000)
122%122%$607,223
$1,346,997
Building Materials Store Sales (000)
82%82%$550,789
$1,003,111
Drug Store Sales (000)
138%138%$261,422
$621,821
Apparel Store Sales (000)
77%77%$160,063$282,745
% Increase
Jackson, TN WBBJ-TV ASI
2007 Retail Categories2007 Retail Categories
Source: 2008 Demographics USA (County Edition)
When Buying Western Tennessee Remember:
Jackson, TN has a per household Total Retail Sales of $43,877, making it the 71st ranked DMA in the U.S.
Jackson, TN is a top 75 agricultural market.
WBBJ-TV is the only station that efficiently and effectively covers the Jackson, TN DMA.
Buying Memphis does not cover Jackson, TN DMA!
WBBJ-TV reaches more households than newspapers or cable.
WBBJ-TV reaches into 11 outside counties in the Memphis, Nashville and Paducah-Cape Girardeau-Harrisburg DMAs which total 106,450 Television Households, creating a WBBJ-TV’s Area of Station Influence (ASI).
This ASI greatly increases the Jackson, TN DMA in terms of Effective Buying Income, Total Retail Sales and other key economic figures.
For Coverage Inside and Outside ofJackson, TN the Obvious Choice is:
Prepared & Issued ByContinental TV Sales Research
April 2009
ED-Plm/DTP/WBBJ/2009 Market Analysis