1. Why should I choose television as an advertising medium?

A. Television is powerful. Did you know that the average adult spends 253 minutes per day watching television?* That equals 4 hours and 13 minutes per day! That time an adult spends with television exceeds the combined total time spent with other media: Radio: 128 minutes, Internet: 45 minutes, Newspapers: 30 minutes and Magazines: 19 minutes.

According to a recent study by *Bruskin/Audits & Surveys Worldwide 2000, "the public perceives television as the most influential, authoritative, exciting and persuasive advertising medium." In addition, this study showed that "television was the medium where consumers were most likely to learn about products."

2. Should I choose only one type of media to advertise my business?

A. In most cases, no. It is possible to reach an adequate amount of people by using only one type of media. However, depending on the type of business you are advertising, it may be better to diversify your advertising budget among several types of media.

3. Can my small business afford to advertise on television?

A. Absolutely. Consider how many people your advertising message can reach on television. Then, compare that cost to the cost of other media. You may be surprised to find that television advertising is very economical.

4. How do I determine my advertising budget?

A. The amount of your budget can be determined by considering what end result you hope to achieve with your advertising campaign. How many sales, transactions or new customers will you need to attract to achieve your goal? The purpose of advertising is to make your revenue grow. At KIRO-TV we have marketing specialists who are experienced and have access to multiple sources of research to help local businesses develop a marketing plan. We can help you define your goal, create your message, and find the programs and events that will reach your customers with the right amount of frequency. We can recommend the most cost efficient way to reach your goal while staying in line with your established budget.

5. How much does it cost to advertise on KIRO-TV or kirotv.com?

A. The cost of advertising will vary depending what time of the year your messages will air and how many people you need to reach. If you would like to receive information on our advertising rates please contact Kristin Reese at 206-728-5499, or email her at kreese@kirotv.com.

6. What is a rating?

A. A rating expresses audience viewing amounts. You may also hear the term "rating" referred to as a rating point or GRP (gross rating point). One rating point represents one percent of the total television households in the region (as determined by Nielsen Media Research.) In the Seattle market, one rating point in our designated market area (DMA) represents approximately 16,591 homes. The total number of television households in Seattle is 1,659,100 x .01 (one percent) = 16,591 homes. So if you choose to advertise your product in a program which achieves a 10 rating, a commercial that runs within that program would reach 165,910 television homes.

7. What is reach?

A. You want your commercial message to be seen and heard by a lot of people, right? Advertisers can request from a television station information on approximately how many people their commercial schedule will reach.

8. What is frequency?

Advertisers can request that a television station provide information on how often the average viewer will see and hear their commercial. This is expressed as frequency. For example, if a schedule has a frequency of 2.3, that means the commercial message will be seen and heard at least 2.3 times by each viewer in their target demographic.

9. What are demographics?

A. Demographics are categories of descriptive information on an audience or group of people, usually referring to the vital statistics of sex and age. For advertising purposes, Nielsen Media Research monitors television viewing and reports the results on different audience demographics such as: TV households, Adults 25-54 years old, Men 18-34 years old, adults 18 years old+, etc. In addition, KIRO-TV provides local market research to help you understand and target your best customer.