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THE OPPORTUNITY
“OTT, Going where the viewers are”, 8/27/18
“Stations are in a unique position to take full advantage of OTT.”
1978 1981
TV stations produce… TV shows I want my… Alternative
KEY INFLUENCES: GROWING UP IN NYC
1989 20152000
Think like an… underdog
Fandom is… criticalStreaming is… for real!
30+ YEARS IN MEDIA
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WHY NOW?
WHY SINCLAIR?
WHY NOW?
0
25
50
75
100
125
2005 2010 2015 2020
Us
Them
More of Them
OBLIGATORY “WAKE UP CALL” GRAPH
“Cord Cutters, Cord Shavers, Cord Nevers"…
KEY ADVANCEMENTS
1970 2002 2005 2007 2008
“The Box” Streaming Download TV Shows The Rise of OTT
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Is it really about CORD whatever-ing?
BOX switching?
or
THE BATTLE OF THE HDMI
“ TV Episode IV - A New Hope ”
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65.3 MILLION
Source: Nielsen NPower, November 2017. Total US Households, Excludes BBO Homes, Connected TV device = Video Game consoles, Smart TVs, Roku, Apple TV, Chromecast or Fire TV.
US HOMES OWN ONE!
59% OF US HAVE GONE OTT!
THEY’RE WATCHING…
Source: Kagan “OTT Services & Devices” database, Q2 2018
THE RISE OF AD SUPPORTED OTT-TV
Source: Kagan “OTT Services & Devices” database, Q2 2018
DRIVING RISE IN AD SPEND
• OTT spending up 750% year to year
• $20 billion by 2021
• It’s actually TV - viewers expect a lean-back long form experience
• LINEAR TV VIEWING
• Longer session times
• High quality, brand safe environments
• With less commercials - More :30 / less :15
• Targeted rich analytic driven addressable opportunities
Rise in data - driving in local OTT ad growth
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WHILE OTT ADVERTISING IS GROWING…
ALMOST ALL CONTENT SERVICES IGNORE LOCAL.
LOCAL NEWS IS A GIGANTIC OTT OPPORTUNITY
Source: THE NIELSEN WATCH REPORT, Q4 2017
51% of streaming device owners typically watch local news.
1-2 DAYS
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WHY SINCLAIR?
SINCLAIR DOUBLES DOWN ON LOCAL
• 2300+ hours of local news every week• 191 TV stations across the US• 607 over-the-air channels• 89 US Markets• New Regional Sports Network - Cubs• 40 million uniques a month • 45 million Facebook fans• Leader and innovator in local advertising solutions• Ability to promote on… TV• National OTT footprint
Source: THE NIELSEN WATCH REPORT, Q4 2017
OTT TV Markets DMA
1 Los Angeles 1 New York
2 Washington D.C. 2 Los Angeles
3 San Francisco - 3 Chicago
4 Atlanta 4 Philadelphia
5 New York 5 Dallas - Ft Worth
6 Seattle 6 Washington D.C.
7 Chicago 7 Houston
8 Denver 8 San Francisco -
9 Dallas - Ft Worth 9 Boston
10 Sacramento 10 Atlanta
11 Orlando 11 Tampa - St Pete
12 Boston 12 Phoenix
13 Houston 13 Seattle
14 Portland 14 Detroit
15 Philadelphia 15 Minneapolis - St Paul
16 Baltimore 16 Miami - Ft. Lauderdale
17 Phoenix 17 Denver
18 Minneapolis - St Paul 18 Orlando -
19 Miami - Ft. Lauderdale 19 Cleveland -
20 Charlotte 20 Sacramento -
21 Detroit 21 St. Louis
22 Tampa - St Pete 22 Portland, OR
23 St. Louis 23 Charlotte
24 Cleveland 24 Pittsburgh
25 Pittsburgh 25 Raleigh
OTT TV Markets DMA
26 San Diego 26 Baltimore
27 Salt Lake City 27 Nashville
28 Jacksonville 28 Indianapolis
29 Las Vegas 29 San Diego
30 Columbus, OH 30 Salt Lake City
31 Austin 31 San Antonio
32 Providence, RI 32 Kansas City
33 Norfolk - 33 Hartford - New Haven
34 Cincinnati 34 Columbus, OH
35 Hartford - New Haven 35 Cincinnati
36 Raleigh 36 Milwaukee
37 New Orleans 37 West Palm Beach -
38 Dayton 38 Greenville - Spart - Asheville -
39 Ft. Myers 39 Las Vegas
40 West Palm Beach - 40 Austin
41 Kansas City 41 Harrisburg -
42 San Antonio 42 Jacksonville
43 Richmond 43 Birmingham -
44 Milwaukee 44 Norfolk -
45 Buffalo 45 Oklahoma City
46 Oklahoma City 46 Greensboro -
47 Nashville 47 Albuquerque -
48 Albuquerque - 48 Louisville
49 Louisville 49 Grand Rapids -
50 Tulsa 50 New Orleans
Source: THE NIELSEN WATCH REPORT, Q4 2017
TO
P 2
5 26-5
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INTRODUCING STIRR
• A new free ad supported OTT service
• All key platforms
• Line up of linear TV channels and VOD
• Customized by market
• Local First: STIRR City Channel - 24/7
• Live News, Sports, Entertainment, Movies, Lifestyle, Family, Game Shows and more
Select City Live Local News Watch TV
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INITIAL RESULTS
• Launched on 1/16/19• 75% of downloads come from OTT• 24% iOS and Android• 1% desktop• Weekly growth among all key metrics• Multiple sessions per user• 40+ minute session times• 65% Linear / 35% VOD• Most watched channel - STIRR CITY
|23Source: eMarketer July 2018. Ages 18+ who no longer have access to traditional Pay TV services.
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