Desiree Atkins

Nielsen Assignment (updated)

KOCO Programming Analysis

According to the Nielsen viewers in profile report for Oklahoma City our local affiliate,

KOCO in the Day part Summary Section at prime time 8-10 p.m. performed as follows. KOCO’s

average DMA audience during the 8-10 p.m. slot is a 6 rating. According to this statistic 6

percent of the T.V. Households in the DMA were viewing KOCO at 8-10 p.m. The data also

states 2 percent of persons 18-34 in the DMA market watched KOCO during Monday-Friday at

8pm-10pm. As well as 2 percent of women ages 18-34 in the DMA market watched KOCO

during Monday-Friday 8pm-10pm while 1 percent of men ages 18-34 in the DMA market

watched KOCO during Monday-Friday 8pm-10pm. For ages 25-49, 4 percent of women in the

DMA market watched KOCO during Monday-Friday 8pm-10pm while 2 percent of men in the

DMA market watched KOCO during Monday-Friday 8pm-10pm.

According to average weekly audience estimates (NSI estimates) KOCO had an average

weekly audience of men ages 18-34 from 8-10 p.m. of 3,000 and 7,000 for men ages 25- 49

during that same time slot. KOCO also had an average weekly audience of women ages 18-34

equaling 4,000 and women age 25-49 with an average weekly audience of 13,000.

After reviewing the data there is a noticeable sociodemographic difference between

women and men age 25-49 and women and men ages 18 - 34 and the average weekly audience

sizes viewing KOCO from 8 pm -10pm these statistics shows that many more women and men

ages 25 – 49 are tuning in to our programming during prime time.

 In Comparison to competitors KFOR (the NBC affiliate), KWTV (the CBS

Affiliate), and KOKH (the Fox affiliate.) The DMA ratings showed that KOCO performed

similarly among women ages 18 – 34 as KFOR, KWTV, and KOKH with a rating of 2. Among

women ages 25 – 49 KWTV recorded the higher rating of 5 while KOCO, KFOR, and KOKH

recorded ratings of 4,4, and 3 respectively. The DMA ratings also showed all affiliates garnering

a rating of 1 among men ages 18-34 during the 8pm-10pm slots Monday through Friday. While

DMA ratings of men ages 25- 49 portray KOCO with a rank of 2 while KFOR, KWTV, and

KOKH all have ratings of 3.

After analyzing NSI average week estimates KOCO performs equal to that of KFOR,

KWTV, and KOKH with audiences of 4,000 among women ages 18 – 34. As well as performing

second highest among women ages 25-49 with an audience of 13,000 only behind KWTV with

an audience of 14,000. Among men ages 18 - 34 KOCO equal to that of KFOR, KWTV, and

KOKH with an audience of 3,000. Among men ages 25-49 KWTV and KOKH top the list with

audiences of 8,000 while KOCO and KFOR both sit at 7,000 for this weeks estimate.

After analysis it would be best to focus on strengthening the programming to increase

male viewership. It is important to emphasize better programming to increase the viewership of

those men ages 18-34 during prime time. The data shows that KOCO performs better among

women and men ages 25- 49 but the average week estimates show a much larger women’s

audience of ages 25-49.There was a noticeable difference between women and men in general as

well as a noticeable difference between both the 18 – 34 and 25 – 49 age brackets. Overall

amongst KFOR, KWTV, and KOKH our affiliate, KOCO ratings perform up to par and excellent

among women ages 25-49 as well as average audiences remaining consistent and comparable

against data of the other affiliates.

Target Memo

According to DMA ratings and average week estimates (NSI) located in the Daypart Summary

Section for Monday morning 7am-9am to target women aged 25 to 54 the three television

stations based on rating and average numbers of viewers for each station that would best benefit

the promotional advertising for Christmas sales for the company, Target are the stations KWTV,

KOCO, and KFOR. According to DMA ratings 2 percent of women ages 25 to 54 in the DMA

market watched KWTV. While 2 percent of women ages 25- 54 in the DMA market watched

KOCO as well as 2 more percent watched KFOR during Monday from 7am to 9am. According

to NSI average week estimates KWTV had an audience of 7,000 women ages 25 to 54 from 7am

to 9am on Monday. KOCO had an average audience of 8,000 women 25 to 54. While KFOR had

an average audience of 8,000 women ages 25 to 54.

In order to reach the highest number of people in the target group with the lowest amount of cost

we must compare KOCO, KWTV and KFOR’s CPM’s. Which are as follows 6,250 dollars per

1,000 ad exposures for KOCO, the ABC affiliates. Approximately 4,286 dollars per 1,000 ad

exposures for KWTV, the CBS affiliate, and 3,125 dollars per 1,000 ad exposures for KFOR, the

NBC affiliate. After evaluating the information we have come to the conclusion KFOR is the

best station for Target to place the promotional advertising for Christmas sales due to a plethora

of factors. For one, KFOR had the lowest CPM and could reach more viewers at a lower cost.

Once again KFOR had an average audience of 8,000 women ages 25 to 54 from 7am to 9am on

Monday. As well as a DMA rating of 2 meaning 2 percent of women ages 24 to 54 in the DMA

market watched KFOR during the 7am to 9am slot on Monday. Overall KFOR is the best fit for

the promotional Christmas sales advertising to be successful.