Asian Marketing & Media Services Newsletter November 2011

Hello Clients, Friends and the Media curious,

Each year I allow myself to begin one issue speaking from the "President's Pulpit." So, let's try a metaphor. When asked why he robbed banks, Willie Sutton, an infamous depression era bank robber said, "That's where the money is." When looking at the 2010 US Census results for Household income, Asians "is where the money is." The Median US Asian household income is $68,780! This compares with a Household Income of $50,521 for all American households. To quote Pat McDonough, Senior Vice President of Insights and Analysis for Nielsen, "The rapid growth of the Hispanic market has generated headlines since the Census numbers were revealed...The rate of Change in Asian TV households outpaces that of Hispanic households." The growth of Asian TV households is more than double that of Hispanic Households (9.6% vs. 4.6% respectively). Given that nearly 50% of the Asians in the US reside in California or the New York - New Jersey area it makes perfect sense to look for a valid test market.

As I have pointed out many times before, the San Francisco DMA and KTSF, TV-26 is the US Asian Test market of Choice. Here's why: 23% of the SF DMA is Asian. SF DMA Asian HH income is $90,326! The SF Asian sub-group composition accurately reflects the Asian subgroup composition of the USA. KTSF TV-26 in San Francisco was the first US UHF television station to produce and air LIVE Chinese newscasts. KTSF is the only US Asian station to subscribe to Nielsen, generating large ratings in Chinese primetime that are competitive with mainstream stations and for most major demographics generating one of the lowest CPP's in the market. Additionally, KTSF/AMMS sponsor a yearly Chinese consumer research survey that shows market share for most major product categories. We have been conducting these surveys since 1986! On top of that, KTSF's marketing department can provide assistance for engaging the Asian market on-street at Asian street festivals and can also construct on-air to online/mobile contesting, coupon downloading or just about any 2nd and 3rd screen element that you need. Take a look at KTSF by visiting www.asianmarketingandmedia.com. Click Strategy for the drop down menu. Then click the KTSF DVD for viewing. Then call AMMS and let us design a SF DMA Asian test package for you!

Finally please see the graph below. KTSF news 7pm-8pm is now the Number 1 early news in all markets in San Francisco.

Ok, enough Pulpit thumping. That's it for this edition. Prosperity to all!

Greg Sullivan
President
AMMS

KTSF News No. 1 Early Nightly News* in Persons 18-49

Source: Nielsen Media Research Live + SD-October, P18-49 Program Average. *Early night news includes local news and network evening newscasts starting between 4:30p and 7p Monday-Friday.