Golf 2.0 Presentation - Colorado PGA · dropped from 30 million in 2005 to 26.1 million in 2010. ... EPM Communications, ... Microsoft PowerPoint - Golf 2.0 Presentation

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• According to the National Golf Foundation, the number of golfers in the U.S. dropped from 30 million in 2005 to 26.1 million in 2010. Over just the last year of that time period, the total dipped by 1 million

• Even the number of core and occasional golfers decreased by more than 3.5 percent from 2009 to 2010. In addition, rounds played were down 2.3 percent

What We Learned About Your Industry

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Golf Colorado: The Idea

It’s time to spread the word and encourage Coloradoans to get out and golf!

In 2012, 9NEWS, with your support, will elevate the sport of golf, it’s health benefits, environmental impact, affordability, accessibility and agelessness to Coloradoans.

•Golf is about friends, family and fun •Golf is healthy, green and charitable •Golf is an antidote for our busy lives

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Golf Colorado: The Campaign

• Create awareness for Golf in Colorado, including health and fitness benefits, a greener environment and a family and friend activity for all ages

• 9NEWS anchor and golf enthusiast Adele Arakawa will front the campaign in the form of public service style announcements, with a :10 second sponsor tag

• The campaign may include multiple platforms to convey the message including two television stations, two websites, a live interview show and various social networking efforts

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Where have Golfers seen/heard an ad that led them to respond or take action?

RESPONDEDLAST 30 DAYS

EVERRESPONDED

Television 48.0% 61.1%

Newspaper 40.4% 50.5%

Magazine 26.9% 36.4%

Internet banner ad 30.9% 33.5%

Ads mailed to you 26.2% 32.0%

Radio 26.5% 31.3%

Ad or newsletter emailed to you 16.0% 25.1%

Outdoor ad/Sign/Billboard 13.1% 20.7%

Sponsored search result/text link 16.4% 20.0%

Social coupons (like Groupon, Woot or LivingSocial) 18.5% 18.5%

Yellow Pages 11.3% 14.9%

Ads at movie theater 11.6% 13.1%

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Which of the following media leads Golfers to start an online search?

% AUDIENCE *

TV commercial 52.4%Face-to-face communication 37.5%Email Advertising/Newsletter 33.5%Reading an article 33.5%Internet advertising 32.7%Coupons 29.8%In-Store promotions 29.1%Magazine advertising 28.0%Newspaper advertising 27.3%

Social Networks (like Facebook, Twitter, MySpace, etc.) 26.9%

Radio commercial 23.3%Direct mailing 19.3%

Daily Deals (like Groupon or Living Social) 18.5%

Forums (message boards) 17.8%Blogs 15.6%Outdoor billboards 14.5%Mobile/Wireless phone advertising 10.9%Pre-show cinema advertising 10.9%Yellow Pages ad 9.1%Other 5.5%

Source: 2011 Ad-ology® Audience Interests+Attitudes survey. * % total may not equal 100% because audience could select more than one answer to this question.

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Golf Colorado: The Components

BROADCAST

Comprehensive schedule of 30-second vignettes running April – August on 9NEWS and Channel 20

The messages may include:

*9NEWS will give back a minimum of 20% in added value in the form of additional :30 second spots.

Golf is about friends, family and fun Golf is healthy, green and charitable Golf is an antidote for our busy lives

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CO REALTORS Association

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Bicycle Colorado

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Sample Campaign BreakdownApril - August

9NEWS9NEWS 4:30a9NEWS 6am9NEWS 4pm9NEWS 5pm Saturday9NEWS Saturday MorningHispanics Today

Channel 209NEWS 6:30a9NEWS 7a9NEWS 8a9NEWS 9p9NEWS 9:30p9NEWS SaturdaySaturday Morning Movie9NEWS Sunday Morning

9NEWS/Channel 20SAMPLE TELEVISION CAMPAIGN

*TOTAL GROSS IMPRESSIONS ADULTS 18+

8,427,400 IMPRESSIONS TOTAL :30 COMMERCIALS

256

Will also have commercial time in the following tournaments:• The Players Championship• The US Open• The US Amateur Championship

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NBC GOLF EVENTSDATE DA

YEVENT DESCRIPTION

01‐Apr‐12 Sun Golf PGA Tour:  Shell Houston Open12‐May‐12 Sat Golf Golf Central Live12‐May‐12 Sat Golf The Players Championship13‐May‐12 Sun Golf Golf Central Live13‐May‐12 Sun Golf The Players Championship26‐May‐12 Sat Golf Global Golf Adventure (working title)26‐May‐12 Sat Golf Senior PGA Championship (Tentative Date)27‐May‐12 Sun Golf Senior PGA Championship (Tentative Date)14‐Jun‐12 Thurs Golf U.S. Open Championship ‐ The Olympic Club ‐ San Francisco, Ca15‐Jun‐12 Fri Golf U.S. Open Championship ‐ The Olympic Club ‐ San Francisco, Ca16‐Jun‐12 Sat Golf Golf Central Live16‐Jun‐12 Sun Golf U.S. Open Championship ‐ The Olympic Club ‐ San Francisco, Ca16‐Jun‐12 Sat Golf U.S. Open Championship ‐ The Olympic Club ‐ San Francisco, Ca17‐Jun‐12 Sun Golf Golf Central Live07‐Jul‐12 Sat Golf Golf Central Live07‐Jul‐12 Sat Golf U.S.Women's Open ‐ Blackwolf Run GC ‐ Kohler, Wi08‐Jul‐12 Sun Golf Golf Central Live08‐Jul‐12 Sun Golf U.S.Women's Open ‐ Blackwolf Run GC ‐ Kohler, Wi14‐Jul‐12 Sat Golf US Senior Open Indianwood CC ‐ Lake Orion, MI (HD)15‐Jul‐12 Sun Golf US Senior Open Indianwood CC ‐ Lake Orion, MI (HD)21‐Jul‐12 Sat Golf American Golf Championship22‐Jul‐12 Sun Golf American Golf Championship18‐Aug‐12 Sat Golf USGA‐U.S. Amateur Championship ‐ Cherry Hills19‐Aug‐12 Sun Golf USGA‐U.S. Amateur Championship ‐ Cherry Hills

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23,059,737

413,000,000

3,160,745

406,450

4,838,928

UNPRECEDENTED EXPOSURE

445 million opportunities to reach your customer

*

Source: Omniture Site Catalyst *Yahoo source: ComScore Jun 2011

August 2011

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723,621

465,387

330,370319,880 309,766

297,537335,703 303,970 262,155 248,308283,540 248,272248,293

36.5%

18.9%

6.2% 9.2% 8.1%3.2%

DenverPost.com KDVRMyFoxColorado.com

KMGH-DenverChnl.com

KCNCCBS4Denver.com

KWGN CW2.com

9NEWS.com is the leader among ALL media websites in the Denver DMA.

(% of Adults 25-54 Who Have Visited Site in the 30 Days)

Source: Scarborough Research, websites visited past 30 days. SEPT 2009 – AUG 2010

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Source: OmnitureSiteCatalyst®*Omniture SiteCatalyst utilizes a “cookie-based” system to determine this data. Other factors such as user deletion of cookies and multiple-users per computer may impact this data.

Statistics (Page Views, Visits, Unique Users)

Current Average Time Spent = 31:04 per visit

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Yahoo + 9NEWS.com in Denver = Unmatched ReachYahoo + 9NEWS.com in Denver = Unmatched Reach

334,000

Yahoo!+ 9NEWS.com In Denver (Unique Visitors) 1,812,000

87%With Yahoo! + 9NEWS.com, you can reach 87% of the total online audience in the Denver area 

each month.

Source: ComScore Local Market Key Measures Report  ‐ Sept 2010

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Source: comScore Media Metrix, June 2011, Base: P2+ U.S. data, Note: Homepages is not a traditional category in comScore’s service. Monthly figures unless otherwise indicated, Note: Rankings are based on unified data (hybrid)

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Golf Colorado: The ComponentsONLINE

Compliment the on-air messaging with presence on 9NEWS.COM and Yahoo!

• Inclusion on 9NEWS.COM with display ads on our top pages featuring a Golf Colorado link to comprehensive landing page dedicated to Golf Colorado

• Landing page may feature video (public service messages), eventinformation, special offers or information and links back to sites. The site will include all pertinent information to golfing in Colorado

• Local impressions on Yahoo! targeted to your best customers (ie: people interested in golfing in Colorado, people interested in outdoor recreation, etc)

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Golf Colorado: The Components

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Golf Colorado: The Components

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RECOMMENDED DIGITAL CAMPAIGNApril – August Campaign

[300x250] Homepage1,500,000 impressions

[300x250] Behavioral Targeting Sports/Golf

Entertainment/Games

Sports/Outdoors1,175,000 impressions

TOTAL IMPRESSIONS: 2,675,000

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Testimonial“The Networks of 9NEWS have played a significant role in helping several of my clients build statewide brand awareness and increased attendance at their events. The reach and impact of the stations is unsurpassed and I am continually impressed by the effective cross pollination between Gannett assets including KUSA - 9NEWS, KTVD- My20, Metromix.com, 9NEWS.com and MomsLikeMe.com. Depending on my client’s needs and target demographic groups, the team at the Networks of 9NEWS have successfully developed multiple strategies for my sports oriented clients including the Coldwell Banker Denver Century Ride, the Kaiser Permanente Colfax Marathon and the Cinch Jean’s Rocky Mountain Showdown among others.”

Jeannie McFarland Johnson – Director of Media & Marketing, Creative Strategies Group

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GOLF COLORADO

Over 11 Million Impressions Promoting the Game of Golf in

Colorado!

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APPENDIX

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Sources [Sources: "Table 1227. Entertainment and Recreational Services -- Estimated Revenue: 2003 to 2008." Statistical Abstract of the United States: 2011. The National Data Book. Bureau of the Census, 20 Jan. 2011. Web. 23 Aug. 2011; Golf Business Magazine; Golf 2020; National Golf Foundation; Yasuda, Gene. "An Urgent Call to Fix Golf." Golfweek. Turnstile Publishing Company, 4 Oct. 2010. Web. 2 Mar. 2011.]

[Source: National Golf Foundation data via Research Alert. EPM Communications, 7 Aug. 2009.]

[Source: Vasquez, Diego."Your Client's Ad in the Clubhouse." Media Life Magazine. Media Life, 29 Mar. 2010. Web. 2 Mar. 2011.]

[Source: "2011 Spend Sights: U.S. Business & Consumer Golf Spending." American Express Business Insights. 17 June 2011. Web. 20 June 2011]

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WE ARE HERE TO HELPCONTACT US ANYTIME

Rob FolenaAccount Executive303-871-1460(o)303-819-6307 (m)[email protected]

Christy DobsonBusiness Development Specialist303-871-1734 (o)[email protected]