2013 Media Kit
2011 Media Kit
WCVB-TV / HEARST TELEVISION
About WCVB-TV Channel 5 and WCVB.com
 WCVB-TV/DT Channel 5 is New England’s top-rated news station for local, live coverage.
 The first station in the Boston market to broadcast in high definition, WCVB was founded by community
leaders in 1972, and has remained committed to its mission to serve the region with quality local
programming.
 Chronicle, WCVB’s award-winning newsmagazine, airs weeknights at 7:30PM. WCVB’s unrivaled
programming also includes CityLine, a weekly urban affairs show, telethons, public service announcements
and local specials.
 It’s website, WCVB.com, is the top television website in the Boston market.
 WCVB has been honored with numerous prestigious national broadcasting honors, including multiple
recognitions as Television Station of the Year by the national Gabriel Awards, the National Headliner Awards,
the RTNDA Edward R. Murrow Awards, the regional Emmy’s, Associated Press Awards, Walter Cronkite
Award for Excellence in Political Journalism, duPont Awards and Gracie Awards.
Awards & Accolades
WCVB-TV has been honored with numerous prestigious
national broadcasting honors, including the following:
•Multiple recognitions as Television Station of the Year by the
national Gabriel Awards
•National Headliner Awards,
•RTNDA Edward R. Murrow Awards
•Regional Emmy Awards
•Associated Press Awards
•Walter Cronkite Award for Excellence in Political Journalism,
duPont Awards and Gracie Awards.
Broadcast Television is… Sensory
Television’s offers a clear competitive advantage over newspapers because of its ability to embrace sight,
sound, motion, and emotion.
Eye-popping visuals and the
on-going development of high
definition technology gives
television offers a clear “next
generation” advantage over
newspapers.
Advancements in television
have also paved the way for
superior audio technology,
meaning viewers can hear
the broadcast in the way it
was meant to be heard.
WCVB programming gives
viewers front row access to
great sports broadcasts
and action-packed
programming.
Whether it be a drama,
comedy, or hard-hitting
news story, WCVB offers an
array of programming that
plays to the senses.
Television is… Lifestyle
Television is known not just for what it provides on the screen but also for how it influences the lives of
those who watch.
Television is often the
infrastructure of the home offering an array of
programming that brings
together families of all ages.
Television helps to create
indelible memories that shape
our generation.
With cutting-edge, insightful
programming, television is a
learning experience for
viewers of all ages.
Great programming creates
“appointment television,” a
time to come together.
Television is… Up-To-The-Minute News
One of television’s greatest assets is live news programming. Television news provides immediate onthe-spot coverage of the information viewers need to know within seconds of it being available.
Conversely, newspapers must abide by earlier printing deadlines and complicated printing/delivery
logistics in order to be able to present the news to readers by the following morning.
Breaking News
Television has the ability to
bring the story to viewers
as its happening.
Weather
Television news can keep
viewers informed with the
very latest weather
information, relying on
Doppler radar and advanced
technology
Traffic
Television traffic reporting
lets viewers scout out their
commute in real time before
heading out each morning.
Sports
Television news provides
action-packed sports
highlights, box scores,
commentary and interviews.
Why WCVB-TV?
 Audience Size: In an average week, WCVB reaches 1,954,000 households
 Boston is one of the 10 largest U.S. DMAs with a total population of 6,439,192
 Television viewing in the home is up +3.6% since last year…the average person watches 151.3 hours per month
 WCVB-TV’s “Chronicle” is the longest-running, locally produced news magazine in the country
Male/Female
Age
18-34
35-49
50+
23%
31%
46%
44% / 56%
male to female
Occupation
White Collar/Prof
Working Women
Retired
Blue Collar
Clerical
.41%
34%
17%
11%
9%
Source: Nielsen 4th Qtr 2008 A2/M2 Three Screen Report/NSI Nov ’08/Marshall Marketing 2009/2009 Claritas
Education
HS/Some College 44%
College
31%
Graduate+
19%
HH Income
Less than $30k
$30k-$50k
$50-$75k
$75k-$100k
$100k+
19%
18%
17%
20%
26%
Why WCVB.com?
WCVB.com is the #1 local TV station website in the Boston market, delivering qualified, professional visitors
with tremendous purchasing power.
18-34
35-49
50+
26%
34%
40%
Household
income of
$100k+
1.7 million
21.7 million
College
educated
unique visitors per month
page views each month
Source: Webtrends, Marshall Marketing 2009
Shopped or
bought online
77%
split of
female/male
are married or
living together
of traffic occurs between 7am-5pm
5.29 pages
per visit by viewers
WCVB-TV Coverage Map WCVB reaches 100% of the Boston DMA - 2,410,180 TV HH
Market Profile
Black
5.50%
Hispanic
5.20%
Asian
4.30%
Persons 18+
4,706,000
Persons 18-34
1,313,000
Persons 18-49
2,720,000
Persons 25-54
2,633,000
Persons 35-64
2,611,000
Working Women
1,190,000
WCVB-TV Produced Programs
Chronicle
Monday-Friday 7:00-7:30 PM
New-England’s award-winning television news magazine debuted on January
25, 1982. Currently, Mary Richardson, Anthony Everett, Shayna Seymour, and
Ted Reinstein take us down the Main Streets and Back Roads of New England.
In addition to showcasing everything “New England,” Chronicle travels around
the globe covering a wide range of topics, from news and sports to health,
finance, art and culture, always with the emphasis on human interest.
CityLine
Sunday 12:00-12:30 PM
CityLine is a magazine program addressing the interests, accomplishments,
problems and concerns of people of color in Greater Boston. Karen Holmes
Ward is the host and executive producer.
SportsCenter5 OT
Sunday 11:35-11:45 PM
WCVB-TV/DT Channel 5 brings SportsCenter 5 OT, a fast paced look at local
sports. It is designed to give fans a quick hit after local news and weather with
insightful, colorful commentary and additional coverage. Mike Lynch and the
SportsCenter 5 team of Mike Dowling and Bob Halloran give their take on Boston's
big teams and offer expanded, hyper-local coverage of the Red Sox, Patriots,
Celtics, Bruins and area colleges and high schools!
Local Roots – WCVB-TV and the Community
Public Service Credibility.. WCVB-TV has pioneered the art of successful public service campaigns. We
have made a difference in New England and have passed our proven programs on to stations across the
country. Our Public Service goal is to truly make a difference in our community. Not only does WCVB
provide awareness for various issues and causes, we act to make tangible improvements for the
communities we serve.
Chronicle & City Line – both are locally produced WCVB-TV programs that touch upon the pulse of the local
community.
Awards & Accolades. Numerous WCVB-TV community affairs campaigns have earned high praise and
awards, including Commonwealth 5, “A World of Difference” in partnership with the Anti-Defamation League,
and Extreme Home Makeover: My Hometown – a local offshoot of the popular tv show.
Benefits of working with WCVB-TV
“Connect with your local market…”
WCVB-TV works with many advertisers in helping create their local
strategy in the Boston DMA.
Benefits of working with WCVB-TV on a local level include the following:
Specific local message
Working with local broadcast television allows you greater versatility with
crafting your campaign to a local viewership.
360 degree opportunities
When working with WCVB-TV locally, you can tap into the station’s
portfolio of integrated offerings, including TheBostonChannel.com, public
service programming, promotional opportunities, partnerships, events, and
more.
Local production
WCVB-TV’s Commercial Production Department works with hundreds of
advertisers to bring their campaigns to life with eye-dazzling production
and professional quality editing. Additionally, WCVB-TV has full High
Definition production capabilities!