Where Trust is Earned KVUE Media Kit
About Austin • In January 2009, Austin entered the top 50 TV market. Austin is currently the 47th largest designated market area (DMA) as of
February 2012. • Growth in the Greater Austin Region has been extraordinary! Austin’s Metropolitan Statistical Area population reached 1,716,289 in July 2010 -- which includes Travis, Williamson, Hays, Caldwell, and Bastrop counties. •The Austin area grew 20.4% from 2000-2010, jumping from 656,562 residents to 790,390 residents. Austin’s Metropolitan Statistical Area population grew 37.3% from 2000-2010, gaining 466,426 residents to 1,716,289.
• Austin, TX has been recognized by Brookings Institute’s MetroMonitors as one of 20 metro areas that had shown the strongest overall performance during a recession and having one of the strongest recoveries; with an increase in gross metro product and lower decline in employment and home prices since the peak of the recession. •The civilian labor force for the Austin-Round Rock MSA averaged 766,500 for 2010, a 14% growth rate from 2000. The Austin areas unemployment rate stands below both national and state averages. Austin ranks #4 for projected job growth among metro areas –forecasting a 24.7% growth between 2005-2015 according to Global Insight, Inc. •Of the 50 fastest growing tech companies in Texas, 19 are based in Austin according to Deloitte & Touche USA LLP. A few of the cities largest tech employers include DELL, Samsung ,Intel, Advanced Micro Devices, 3M, Facebook and Google with Ebay soon to come. • Nearly half of the region's population, 47%, is in the peak working years between the ages of 18-44 (compared to 39% nationally). The median age of the Austin metro is four years younger than the national median (31.8 years vs. 35.9 years). • The median Austin MSA household income is $73,800 with the median home price of $199,300. • Over 36% of Austinites over 25 years hold a bachelor’s degree. The University of Texas (one of the nation’s largest public universities) and six other major universities/colleges in the area provide an ample supply of well-educated, diverse, and talented workers to area employers. • Austin’s quality of life has become its biggest economic development engine and lure. Best known as the ‘Live Music Capital of the World,’ Austin is host to many live-music events, including the Austin City Limits Festival and SXSW. These events along with the many other festivals, art exhibitions, performing arts, museums, sports teams, and surrounding Hill-Country vineyards makes Austin an attractive place to visit and make home.
Source: Real Estate Center at Texas A&M 2011 Market Study
Market Statistics Adults 25-54
Persons 2+ Working Women
Austin DMA Market 44 Universe and Penetration Estimates DMA TV HH 686,830 23.8% Hispanic, 6.9% Black Metro TV HH 650,120 24.7% Hispanic, 7.2% Black
Source: Feb2012 Nielsen Station Index
About KVUE •REACH - KVUE has the incomparable ability to reach the greater Austin population. It is the Austin area’s most watched television station sign on/sign off since November 2002! In the MAY-11 ratings period, KVUE was #1 in most major M-F newscasts – 6AM, Midday, 5PM, 6PM, and 10PM. (NSI-NOV02-MAY-11) •STRENGTH - KVUE’s ability to reach people in Central Texas is unmatched. Whether it’s ABC prime programs like Desperate Housewives, Grey’s Anatomy,The Bachelor, Dancing with the Stars, Private Practice; daytime and evening programming like Ellen,The View, and ET; there is no better way to reach women than KVUE. With Castle, Modern Family, That 70’s Show, King of Queens, Jimmy Kimmel, Nightline, and sports including College Football and Basketball, NBA , NASCAR, and more, KVUE can provide easy access to men you're looking to reach. Furthermore, KVUE’s #1 newscasts and programs tend to attract Central Texans with higher education & income levels that advertisers want to target. •QUALITY - KVUE’s commitment to quality programming and excellence in journalism provide an environment that tends to attract middle and higher income levels (i.e., people with disposable income and able to afford a home). KVUE’s News Department is one of the most honored in the country, receiving the 2010 Emmy for Best Newscast for the 10pm news for medium sized markets. KVUE also recently won the Lone Star Emmy for Best Newscast in mid-markets for 2011. In 2010 Texas Associated Press awarded KVUE Best Newscast 6pm, Best Anchor Team, Best Spot Coverage (IRS Plane Crash), Best Spot Story Individual (IRS Plane Crash), Best Feature Story Serious, best Series, and Best Beat Reporting. The seven 1st place Texas AP awards are the most among Austin stations. KVUE also won the Austin Headliner’s Award for Best Television Spot Coverage for IRS Plane Crash in 2010. •COMMUNITY - KVUE has built a solid foundation of public service with one simple goal to help people in our community. In 2011, KVUE was recognized with the Bonner McLane Public Service Award from the TAB. Each year we honor ‘5 Who Care’ and ‘5 Kids Who Care,’ recognizing outstanding members of our community who donate their time and efforts towards the betterment of their city. We are proud annual sponsors and exclusive partners for the Susan G. Komen Foundation’s ‘Race for the Cure’ and March of Dimes ‘March for Babies’, helping raise over $1 million dollars for each. We also participate in Coats for Kids’, Any Baby Can, Habitat for Humanity, and many other community fundraisers and projects throughout the year. •ONLINE - KVUE has a true online partner in KVUE.com. It is Austin’s #1 media website, reaching 12.6% of the market. KVUE.com provides an effective, cost-efficient way to reach the online audience. The site has over 383,000 monthly unique users, averages over 4.5 million page views each month, and has over 30,000 users who have asked to receive our permission-based specials direct email product. Furthermore, our online audience is desirable with over 54% having a household income of $75,000+.
KVUE Coverage Map
There are multiple service providers which carry KVUE throughout Austin, as well as into the outlying areas of San Antonio, Waco-Temple-Bryan, and Houston.
Source: Titan TV
Who’s Watching KVUE ? Adults 18+ That Watched KVUE in the past week
Gender Men 35%
59% - zero 17% - one 17% - two 6% - three 2% - four+
Source: Nielsen NSI 4 Book Avg (Feb-11, May-11, July-11, Nov-11) M&W 18+ (000); KVUE M-Su 5A-2A
Occupations 46% White Collar 12% Blue Collar
Household Income 30 25 20 15 10 5 0
Number of Children in Household
23% Retired 23% Homemaker 10% Student
Education Level 16% High School Graduate 30% Some College 32% College Graduate 16% Post Graduate
Source: Stowell Research, Austin 2012
18-24 25-34 35-44 45-54 55-64
Sports on KVUE •Austin is home to the University of Texas, one of the largest universities in the United States. Austin is a college town – and nothing is bigger in Austin than UT Longhorn football. As an ABC affiliate, we are blessed to carry Big 12 College Football (UT , along with other Texas universities like, Texas Tech, Baylor and TCU, part of the Big 12 conference). We typically carry 5-7 Longhorn games each season, and they normally do a 20-30 HH rating. •Texas Tailgaters: KVUE’s Saturday UT Longhorn pre-game show. Provides an analysis of the Longhorns along with the rest of the Big 12. •Friday Football Fever: KVUE’s Friday night high school football highlight show. Provides scores, highlights, and the inside scoop on the Friday night football •College Football: Big 12 Football, Saturday Night College Football ,The Outback Bowl and The Liberty Bowl. •NBA Regular Season, Playoffs and Finals •NASCAR Nationwide Series •Indianapolis 500 •Little League World Series