How To Advertise On Cable Tv For A Profit

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1 MediaServices55.com

2 Company Profile Mature Market Advertising in Southern California For over 45 years, Media Services 55 has managed the exclusive cable television system and local TV station ( 6) of Laguna Woods Village, the largest senior retirement community on the West Coast. Covering 2,100 acres in South Orange County, California, the age restricted community provides an active lifestyle for seniors. The Laguna Woods Village cable system reaches 12,736 households serving over 18,800 upscale residents and provides a comprehensive electronic advertising package, including cable television, broadband and local television serving this unique demographic market. Unlike other cable systems, Media Services 55 provides 100% targeted advertising to the mature audience and the Baby-Boomer Generation. This targeted advertising medium allows businesses the opportunity to advertise locally on the country s most popular cable TV networks: CNN, FOX NEWS, ESPN, TNT, A&E, LIFETIME, and MSNBC, as well as the popular lifestyle networks like FOOD NETWORK, HGTV, TLC and the TRAVEL CHANNEL. Media Services 55 offers focused advertising, affordable rates and a comprehensive list of client services, including quality commercial production, exciting promotions, as well as co-op and longformat advertising opportunities. Media Services 55 is committed to providing our advertisers with the best products and services designed to optimize their advertising investment, helping local businesses reach their marketing goals, and helps politicians reach the coveted 50+ engaged voter. COMPANY PROFILE 2

3 Location / Demographics Laguna Woods Market - Orange County, California Laguna Woods Village Community Buying Power = $1 Billion ADI 405 SANTA ANA TUSTIN RANCHO SANTA MARGARITA IRVINE LAKE FOREST 133 NEWPORT BEACH 1 73 ALISO VIEJO LAGUNA WOODS MISSION VIEJO To Los Angeles LAGUNA BEACH LAGUNA NIGUEL 74 SAN JUAN CAPISTRANO DANA POINT To San Diego SAN CLEMENTE Designated Marketing Area (DMA) System Code Community Served Zip Code Cable Households Cable TV Viewers 6 Viewership Median Age Gender Split Household Income Household Ownership Registered Voters Marital Status Education Median Home Value Auto Ownership Computer Ownership South Orange County Demographics / Viewership Los Angeles / Orange County 3501 Laguna Woods, California ,736 (100% Penetration / 73 s + 6) 18,800 87% (16,000 Viewers) 72 64% Female / 36% Male 55%<$60,000; 45%>$60,000 ($1 Billion in ADI) 92% 94% (17,700 Voters) 48% Married / 52% Single 80% Attended College / 45% with Degrees $264,500 94% 80% Statistical information provided by the 2009 Laguna Woods Community Survey, University of California, Irvine LOCATION / DEMOGRAPHICS 3

4 Network Summary 24 Unique Ways to Target Your Customers! NEWS: FOX News CNBC CNN HEADLINE News MSNBC SPORTS: ESPN FOX Sports Net GOLF ENTERTAINMENT: A & E BRAVO FX HALLMARK LIFETIME TBS TNT USA LIFESTYLE: DISCOVERY FOOD Network HGTV HISTORY TLC TRAVEL TRU TV WEATHER NETOWRK SUMMARY 4

5 Laguna Woods Village Cable System Placement & Insertable Networks Network Lineup 2 CBS 41 TBS Superstation 3 TV Guide 42 TNT 4 NBC 43 USA Network 5 KTLA 44 KXLA 6 TV6 Community Station 45 Eternal World Televsion 7 ABC 47 Fit TV 8 KOCE - PBS Orange County 48 Hallmark 9 KCAL 49 Classic Arts Showcase 10 KCET Los Angeles 50 WGN Superstation 11 KTTV Fox 51 Comedy Central 12 KDOC Anaheim 52 KVEA Corona 13 KCOP 53 Disney 14 Fox News 54 Discovery Health 15 CNBC Financial News 55 HGTV 16 CNN 56 TruTV 17 CNN Headline News 57 KJLA 18 KSCI Los Angeles 60 History 19 CSPAN 61 TLC 20 CSPAN2 62 KRCA Riverside 21 MSNBC 63 Travel 22 KWHY Los Angeles 64 Animal Planet 23 KVMD 65 Lifetime 24 Golf 66 Encore 25 ESPN Classics 67 Bravo 26 ESPN 68 SyFy 27 ESPN2 69 BBC America 28 Fox Sports Net 71 American Movie Classics 29 FSN Prime Ticket 72 A&E 30 KPXN Los Angeles 73 E! 31 City of Laguna Woods 74 Discovery 33 American Life TV 75 The Weather 36 ABC Family 78 National Geographic 37 Food Network 95 Shopping 38 FX 96 QVC 39 Turner Classics Movies 99 Home Shopping Network 40 KTBN The Laguna Woods Village Cable System offers 80 Basic cable channels to 12,736 subscribers, 18,8000 viewers, with 100% household penetration. Thirty-second (:30) and one minute (:60) commercial opportunities are provided on the highlighted cable televsion networks listed (including 6). These networks are the most highly viewed channels according to a recent cable survey. Long-format advertising opportunities, such as infomercials and live interviews, are provided on 6. INSERTABLE NETWORKS 5

6 Rate Sheet Target the Customers You Need! Monday through Sunday Mid - 6am 6am - 4pm 4pm - Mid Fix-Day Fix Prime NEWS Fox News $5.00 $15.00 $30.00 $25.00 $40.00 CNBC $5.00 $12.00 $25.00 $20.00 $30.00 CNN $5.00 $15.00 $30.00 $25.00 $40.00 CNN Headline $5.00 $12.00 $25.00 $20.00 $30.00 MSNBC $5.00 $15.00 $30.00 $25.00 $40.00 SPORTS ESPN $4.00 $12.00 $25.00 $15.00 $30.00 Fox Sports Net $4.00 $10.00 $20.00 $12.00 $25.00 Golf $4.00 $10.00 $20.00 $12.00 $25.00 ENTERTAINMENT A&E $4.00 $10.00 $18.00 $12.00 $25.00 Hallmark $4.00 $10.00 $18.00 $12.00 $25.00 Bravo $4.00 $10.00 $18.00 $12.00 $25.00 FX $3.00 $10.00 $15.00 $12.00 $25.00 Lifetime $4.00 $10.00 $18.00 $12.00 $25.00 TBS $4.00 $10.00 $18.00 $12.00 $25.00 TNT $4.00 $10.00 $18.00 $12.00 $25.00 USA $4.00 $10.00 $18.00 $12.00 $25.00 LIFESTYLE Discovery $3.00 $10.00 $18.00 $12.00 $22.00 Food Network $3.00 $10.00 $18.00 $12.00 $22.00 HGTV $3.00 $10.00 $18.00 $12.00 $22.00 History $3.00 $10.00 $18.00 $12.00 $22.00 TLC $3.00 $8.00 $15.00 $10.00 $20.00 Travel $3.00 $10.00 $18.00 $12.00 $20.00 trutv $3.00 $10.00 $18.00 $12.00 $20.00 Weather $3.00 $8.00 $15.00 $10.00 $20.00 Inventory is limited and subject to availability. Rates are good for seven days and are subject to change. All rates are based on each (:30) second commercial. Rates do not include commercial production. Deadlines: Three day turnaround for traffic and insertion. Tape format: Beta SP / DV Cam. RATE SHEET 6

7 6 Advertising Rates Long Format Opportunities COMMERCIALS (Short Form Avails) 6 is the champion local television station for Laguna Woods Village. 87% of the 18,800 residents watch 6 according to a recent UC Irvine study. 6 offers both short and long format advertising opportunities. Long format advertising opportunities include infomercials, live interviews, special news segments, and community bulletin board announcements for local advertising. 6 provides weekday programming to an active senior community. Programs include the 6 News Hour, movie matinees, community events, feature stories and educational programs. The 6 News Hour broadcasts live every weekday morning 8:30am and is rebroadcasted daily at 12:30pm and 5pm. The onehour news format provides special interest segments on medical news, travel opportunities, cooking and housing products, consumer protection, financial and legal advice, and current legislation relating to senior interests, and Baby Boomer issues. 30 seconds: $ seconds: $25.00 INFOMERCIALS (Long Format Avails) 28 minutes: $ minutes: $ LIVE NEWS HOUR SEGMENTS 5 minutes: $ minutes: $ minutes: $ BULLETIN BOARD ANNOUNCEMENTS (Two Pages) Weekday: $75.00 Weekend: $ Week: $ Includes one (1) tenminute segment on the 6 News Hour STUDIO RENTAL $300 per hour with a one-hour minimum. Day rates available upon request. CHANNEL 6 AD RATES Inventory is limited and is subject to availability. Rates are good for seven days and are subject to change. Rates do not include infomercial and commercial production. Deadlines: Three day turnaround for traffic and insertion. Tape format: Beta SP / DV Cam. 7

8 Comparative Analysis Laguna Woods Advertising Values Cable TV advertising in Laguna Woods Village, California delivers the Baby Boomer and senior market customers at the greatest value for the lowest cost. This Comparative Analysis shows Media Services 55 surpasses all other advertising options in Laguna Woods Village in terms of availability, consumer perception and relative cost per spot. Available Resident Perception Times / Mo Impressions / Mo Approximate Cost / Yr Relative Cost / Impression ELECTRONIC MEDIA Laguna Woods Village Cable TV Yes Very High Everyday Millions See Custom Packages Lowest Internet No High N/A N/A N/A Low PRINT MEDIA Laguna Woods Globe (OC Register) Life After 50 Magazine Yes High 4 41,600 $96,000 Very High Yes High 1 26,000 $24,000 Low DIRECT MAIL Post Card / Envelope Yes Low 4 51,000 $150,000 Highest Coupon Book Yes Low 1 12,736 $6,000 Low Penny Saver Yes Low 8 102,000 $30,000 Medium OUTDOOR / SHELTER Billboard No N/A N/A N/A N/A N/A Yellow Pages Telephone Directory Yes Medium N/A N/A $18,000 High COMPARATIVE ANALYSIS All rates listed as Net. Rates are subject to change without prior notice. All space subject to availability. Select impression distribution is priced higher. 8

9 Contact Information Professional Staff JON NOELL Vice President / Advertising Sales & Marketing El Toro Road 3rd Floor Laguna Woods, CA Phone: (949) Fax: (949) jon@mediaservices55.com PAUL ORTIZ General Manager El Toro Road 3rd Floor Laguna Woods, CA Phone: (949) Fax: (949) paul@mediaservices55.com MICHELLE MITZEL Traffic & Billing Coordinator Media Services 55 Attn: Michelle Mitzel El Toro Road Laguna Woods, CA Phone: (949) Fax: (949) michelle@mediaservices55.com MediaServices55.com CONTACT INFORMATION 9