Presents
Mary Carroll mmcarroll@radford.edu
Maggie Geary mgeary@radford.edu
Troy Osmun tosmun@radford.edu
Andy Yauss ayauss@radford.edu
Jeff Younger jyounger@radford.edu
Table of Contents
Executive Summary………………………………………………...2
Franchisor Background Information………………………….…3
Product/Service Description……………………………………...6
Situation Analysis…………………………………………………..9
Target Market………………………….…………………………….11
Site Location………………………………………………………..12
Marketing Strategy…………………………………………………13
Recommendation…………………………………………………..17
References…………………………………………………………..18
Appendix A…………………………………………………………..20
Appendix B…………………………………………………………..22
Appendix C…………………………………………………………..23
1
Executive Summary
CiCi's Pizza is a phenomenal restaurant that has been in business for over
20 years, and has over 550 operating restaurants in over 26 states of which 90
percent of, or 516, are franchised. CiCi's buffet offers 16 kinds of fresh, hot,
delicious pizza, pasta, salad and deserts all at the low prices of $3.99. Initial
franchising fees range from $404,400 to 656,400, in which 30% must be paid in
cash Corporate marketing teams advertise and promote for all restaurants, and
training program with a minimum of 11 weeks is required to be attended.
Estimated at over sixteen billion dollars in 2003, the pizza restaurant
market grew thirteen percent from 1998 through 2003. Ninety-four percent of the
U.S. population eats pizza and thirty-seven percent of adults, age eighteen to
thirty-four, prefer to dine out three or more times during the week. Pizza and
dining out combined make for a great business investment; both are easy,
convenient, and a crowd pleaser. There is intense competition within the pizza
industry and to survive entrepreneurs must differentiate themselves among the
competition. CiCi’s Pizza chain has become so popular due to its dedication to
customer satisfaction. They provide a lot of seating, with a wide variety and a
low price; presenting a challenge to other businesses in the pizza industry to
compete.
The target market for the new CiCi’s location would be local college
students at Radford University, with a secondary market being families in the
Radford area. These two markets will switch places during the summer months,
where classes are not in session at Radford University, making families the
2
target market during the summer, and any students still in town the secondary
market.
The site location for CiCi’s is main street Radford, Virginia. This will be
convenient for college students to walk to as well as a close drive for the local
families with a parking lot next door. Because of the low prices and accessible
location for both students and families, CiCi’s will be very successful in the New
River Valley.
The marketing strategy for CiCi’s would be to focus advertisements on the
low price of a meal and the high quality of the pizza served in the restaurant. To
market to local college students, the easiest way to advertise would be place a
large banner on the front on the restaurant, and also to send out direct mail
advertisements. To most effectively market to local families in the Radford area,
CiCi’s should consider entering into an agreement with the two CiCi’s locations in
Roanoke, VA to help pay for airtime for a commercial that would advertise for all
three locations, as Roanoke is the closest city with local network television
stations. These advertisements would be placed during the evening news or
during certain primetime shows, depending on how much money each location
wants to spend.
Franchisor Background Information
CiCi’s Pizza is the founder of the “red-hot CiCi’s Pizza Buffet concept”
ensuring delicious food at “phenomenally low prices. This restaurant offers a
smorgasbord of “16 kinds of fresh, hot, delicious pizza, pasta, salad and desserts
that can be found at their $3.99 all-you-can-eat buffet. Kids three and under eat
3
for free!” (CiCi’s). The environment is safe, clean, and very family oriented. CiCi’s
is a growing company that has been in business for over 20 years, and has over
550 operating restaurants in over 26 states. Off all of these restaurants 90% or
516 are franchised (IFA).
In terms of sales and unit growth, CiCi’s has maintained a number one
ranking in 2004 and 2005 as given by Nation’s Restaurant News. CiCi’s was also
given a number one rating by Entrepreneur magazine for the best Italian
restaurant category and they have maintained a first rank position of best pizza
for two years with Restaurants and Institutions Magazine . As a franchisee, this
company has great appeal due to its solid reputation, corporate office support,
and economical start-up costs.
As found on the company website, “average investment for opening a
CiCi’s ranges between $404,400 to $646,400. However, of that amount only
30% must be in cash in order to qualify for a loan for the remainder. An
application to become a CiCi’s franchisee can be found in Appendix B. CiCi’s,
although they do not provide the loan themselves, does work with several
different lenders who will provide the loan if a profile is met. Even if an investor
does not have enough for the initial investment but does have an excellent credit
record, CiCi’s will attempt to introduce prospects to other potential partners.
CiCi’s collects a 4% royalty on the franchise’s “unit sales for Pizza, beverages
and other products or services authorized for sale.” In addition $2,300 of sales
per month must also be devoted to a general advising fund. When approval is
made for a new CiCi’s franchise location, historical financial information for
4
corporately operated restaurants and existing franchisee contacts will be
available to construct financial expectations.
CiCi’s Corporate marketing teams advertises and promotes to benefit all
restaurants that operate under CiCi’s name. CiCi’s corporate office works with
the franchise system to increase restaurant sales through detailed Local Market
media plans as well as TV and radio commercials to increase the recognition and
strength of CiCi’s brand. JMC Restaurant Distribution, LP is the approved
supplier for all supplies used in the restaurant. JMC distributes out of three
locations including Atlanta, Georgia, Dallas Texas, and Richmond, Indiana and
only distributes products for CiCi’s Pizza. Since CiCi’s business relies much on
the distribution of JMC’s products, “JMC is dedicated to providing the best
quality, service and price to each restaurant. JMC uses these economies of
scale to obtain lower pricing to pass down to the restaurants” (also found on the
website.) CiCi’s will refer a franchisor to an approved broker to analyze a site for
a new restaurant. However, since a destination for this restaurant has already
been located, approval by CiCi's Enterprises, LP is pending on a representative’s
visitation of the planned site. After approval attorneys may begin negotiating a
lease in which a CiCi’s Enterprises, LP attorney may review (CiCi’s).
After approval has been given, CiCi’s offers an initial Development
process/training. There are both a Multi-Unit and Single Unit development
training, both of which are demonstrated in the Appendix (Appendix A). The
minimum training period for a franchisee is 11 weeks and the maximum is 6
5
months. Although there is no guarantee that the franchise will be profitable,
CiCi’s Corporation provides much help for newly founded franchises (IFA).
Product/Service Description
American’s love pizza and dining out. Ninety-four percent of the U.S.
population eats pizza (pizzaware.com) and in a conducted survey among adults
age eighteen to thirty-four, thirty-seven percent dine out three or more times
during the week (Dolliver, Mark). Pizza and dining out seem to go hand in hand,
both are easy, convenient, and a crowd pleaser.
Approximately sixty-seven
percent of the American population consider pizza with friends a casual social
evening (pizzaware.com).
“Americans eat approximately 100 acres of pizza each day, or about 350
slices per second” (pizzaware.com). This is one reason for the increased
amount of competition in the pizza market. Roughly thirty billion pizzas are sold
per year in the United States making the pizza market a thirty-plus billion dollar
per year industry (pizzaware.com). It seems as though nearly almost all
Americans eat pizza once a month, the exact percentage is ninety-three percent.
Each man, woman, and child in America, an average of forty-six slices are
consumed per month.
Due to the intense competition, entrepreneurs must differentiate
themselves among the competition in order to gain an advantage within a given
segment, according to restaurant consultants (Steinberg, Carol). “One Price, all
you can eat buffet” approach has been one way CiCi’s separates itself from
competitors and is a key factor in the companies overall success. With over 500
6
store locations, they offer a wide selection of pizza made with higher quality
ingredients at a low value, creating a niche in the pizzeria market.
Product freshness and variety can make or break a buffet style restaurant.
Recent changes were made by developing a thicker pizza crust, reformulating its
sauce by making it richer, adding more cheese at a better grade, and by
switching from canned vegetables to fresh ones. Salad and pasta bars have
extended and the quality of their deserts have boosted. “Fresh taste at a great
price” has taken the place of the old slogan, “Best pizza value anywhere”. Craig
Moore, CiCi’s recently appointed president, went a step further by explaining, “It’s
our way of taking the emphasis off price and value and putting the emphasis on
high-quality pizza at the right price” (Silver, Deborah).
Each individual store offers a rotating menu of 16 pizza varieties, a choice
of hot pasta entrees, salads, and desserts. The buffet cost $3.99 for all-you-caneat, however, this does not include a drink. For families with children ranging in
age from three to ten, the buffet is reduced to $2.99 for those children. Children
under the age of three eat for free. For $5.99 a customer can call and take-out
for a large one-topping pizza. Take-out this only accounts for six to fifteen
percent of per-unit sales (Siler, Reed Business Information).
Customers going out to eat not only love a wide variety and selection at
value pricing, but they love to not be bothered by a wait as well. At CiCi’s, the
chance of waiting, and the length, would be considerably smaller than that of its
competition. According to Pat Williamson, former chief operating officer of Pizza
Hut and current CiCi’s franchisee, “The average Pizza Hut had 80 to 100 seats,
7
while the average CiCi’s Pizza had 170” (PizzaMarketPlace). He also compares
the two pizza ventures by the variety of the selection each offers at its buffet.
CiCi’s offers about triple the choice of pizza that Pizza Hut offers and their
employees work hard in order to maintaining the buffet so they don’t fall short of
that.
Pizza’s are to not to remain on the buffet for longer then twenty minutes
and the salad bar needs to appear fresh at all times. Therefore, constant
attention needs to be paid on what is running low, what is getting cold, and what
needs to be replaced. If a there is a particular kind of pizza that a customer
wants and is not on the buffet, all they have to do is request it and the kitchen will
make it for them with no questions asked. “If someone wants an obscure pizza,
it’s our policy to give them what they want”, said Tom Koenigsburg, 502-units
chief marketing officer (Coomes, Steve).
At CiCi’s, it’s a win-win deal. Customers can stay as long or as little as
they want with out having to wait around for food and the bill to get to you or with
out feeling pressured to get up and leave as soon as you’re finished. If a
customer happens to be in a rush but doesn’t want to go through a drive through,
CiCi’s would be a great option. On the other hand, if the customer feels like
going out to sit, relax, and enjoy a fresh meal with out having to pay an arm and
a leg, CiCi’s is a terrific alternative.
CiCi’s Pizza chain has become so popular due to its dedication to customer
satisfaction. A family of four can eat for under twenty dollars, leave feeling full
and get a similar experience as though they were at any other sit down dining
8
restaurant. Their employee’s treat each customer equally important and it shows
with increasing sales from year to year. They provide a lot of seating, with a wide
variety and a low price; presenting a challenge to other businesses in the pizza
industry to compete.
Situation Analysis
CiCi’s has many internal strengths and weaknesses followed by its
opportunity and threats that is faces.
SWOT Analysis:
Strengths

Many locations available within walking distance from campus

Will pull customers in from other towns

Cheap “hot and ready” pizza

Large selection

Option of take out

9th largest pizza chain in the US

Children 3-10 are 3.99

Children under 3 are free

Above average seating area

Hardworking enthusiastic employees

Clean safe and friendly atmosphere

Family oriented

Reported increased sales and store locations year to year

Perfect for college town setting
9

Low advertising cost

Easy hiring because of college students looking for a job
Weaknesses

No delivery

Perception of low price low qualities

Limited selection of food on menu
Opportunities

Highly competitive area for pizzerias

Team parties for local children’s sports teams

Attract families from Radford and surrounding areas

Expansion to Blacksburg and/or Christiansburg

Strong potential for rapid growth

Increased customer base for CiCi’s Pizza

Increased awareness and recognition

Take away profit from direct competitors
Threats

Competition with already well established pizza restaurants in Radford

More incoming restaurants, increased competition

Consumers may opt for delivery services instead of coming and parking

Competing with university for students with meal plans

Intense competition in the New River Valley
10
Our competitors are mainly of the Italian Restaurant variety. Direct
competitors include Mike’s, Papa John’s, Dominos, Pizza Hut, Italianos,
Valentino’s, Sal’s, Highlander Pizza, Fazoli's, Back Streets, Firehouse, Gumby’s,
Pizza Inn, Anthony’s, and Little Caesars. There are other restaurants in the New
River Valley that sell pizza but do not specialize in it like CiCi’s does. Grocery
stores also take away business with their frozen pizza section. Of these
competitors all but two, Little Caesars and Sal’s, offer delivery. However, most
offer more than just pizza. Indirect competitors would include Chinese
restaurants, Mi Puerto, on campus food service, and fast food restaurants.
There is nothing about any other factors that could impact the success or failure
of CiCi’s in the New River Valley.
Target Market
We feel that a CiCi’s in Radford will be very profitable due to the benefits it
may offer college students and the families of Radford. The target market for a
CiCi’s Pizza in Radford is obliviously going to be tailored to the college students
from Radford University. College students enjoy low priced meals and pizza.
From August to May students will account for much of our business which will
probably result in a majority of the profits coming from out of a student’s pocket.
The second target market for CiCi’s in Radford is the local families. Local
families of Radford and Fairlawn are also one of our major markets as they will
also be a target market. Since the local families live here year round they will be
considered to be a big part of our business. Parents will want to bring their kids
to CiCi’s because it is a cheap meal and the kids will be entertained. Residents
11
from the outlying areas such as Blacksburg, Christiansburg, Dublin, Montgomery
and Pulaski counties are also part of our market because the areas are close to
Radford.
We do not particularly expect customers to drive more than fifteen
minutes out of their way to visit CiCi’s of Radford. However, we feel as though
the families of Radford and the college population will both provide substantial
revenues for the business. Those visiting Radford for reasons miscellaneous
reasons may choose CiCi’s as their choice of dining because of its convenient
location on Main Street.
Site Location
CiCi’s Pizzeria will be located at 1000 East Main Street, Radford, Virginia
24141. This location is directly across from Muse Hall. This is the best location
because it is within walking distance of Radford University. It is a closer walking
distance for all on campus students than the walk down to the location of their
parking lots. It is also a close enough walk for all off campus students if they
wish to not drive. With limited parking along Main Street it is a nice
accommodation for the students of Radford University to have a variety of
restaurants all within walking distance from campus.
CiCi’s will be a popular restaurant choice for not only the Radford students
but for all the communities within the New River Valley. Therefore, it will pull in
most customers within 10- 15 miles away. The size of a CiCi’s restaurant 4500
sq. ft. A freestanding building in southwest Virginia is $30 per sq ft, which
12
includes the pluming, and electric. Our rent cost will be $21 per sq. ft. (phone
interview).
There are many advantages to having a CiCi’s located in Radford,
Virginia. Such as, it is close to a college campus where students love pizza and
less expensive food, and Radford University is not the only close campus, but
Virginia Tech as well as the New River Community College is both within the
target area. The buffet style eating of CiCi’s will be appealing to all college
students within the area as well as for family’s with young children. The chosen
location is only miles away from Bisset Park which is effortlessly for those team
parties after sporting events down at the part. CiCi’s also has a pick up service
which will be competing directly with Little Caesar’s “hot and ready”. There will
be few competitors, which include, Pizza Hut lunch buffet however it is more
expensive and not as conveniently placed across from Radford’s campus. It also
has a better selection when compared to the pizza places in the area.
Marketing Strategy
Due to the fact that CiCi’s Pizza is built around the buffet, focus should be
put on marketing the great service of the restaurant and the low price charged for
a meal. The low price and buffet style setting tends to market itself, however
there is no brand recognition for CiCi’s in the New River Valley, so initially some
marketing effort will need to be put forth to get customers into the restaurant. The
price, $3.99 plus tax for a meal, is set by CiCi’s Corporate, so it cannot be
changed by the owner of the franchise, but this will actually help market the new
13
location, because anyone who has ever heard of CiCi’s knows that the price for a
meal is the same in every location.
One easy way to market to students would be to put a large banner on the
building, advertising the meal price and the number of varieties of pizza on the
menu. This way, whenever students walked or drove by the building, they would
be able to see what CiCi’s is all about. The price for a 3.5 by 19 foot full color
vinyl banner would cost roughly $700 including shipping. This is an estimate
found through the website of printing company KoolPrint.com. Most advertising is
handled by the corporate offices, and each franchise contributes $2,300 of sales
each month to a general advertising fund (CiCi’s.com). CiCi’s Corporate
Marketing Team then develops and issues advertising and sales promotion
programs each franchise, taking care of television and radio commercials, as well
as 4-color print ads. Television commercials are generally only used in areas
where there is more than one location, and they generate enough sales to
warrant paying for a television ad. Due to the fact that all local television stations
are based out of Roanoke and Lynchburg, a deal might be able to reached
between the two CiCi’s locations in Roanoke and the new location in the New
River Valley, allowing for a television advertisement that markets all three
locations. The Corporate Marketing Team also helps out with direct-mail
marketing, which would be useful in marketing to students, both on and off
campus. Since the Corporate Marketing Team customizes each marketing
program for individual franchises, printing ads in Radford University’s student
newspaper, The Tartan, would effectively reach the target market. The cost to
14
advertise in The Tartan is roughly $178 for a 3 by 10 inch or quarter-page color
advertisement (Owens).
One issue that would need to be addressed is the hours of operation. This
is generally standardized across each franchise, each opening at 11:00 AM and
closing at 10:00 PM every day. Since the target market at this location is
students, it would make sense to keep the restaurant open beyond 10:00 PM,
especially on weekends, due to the fact that many students eat pizza late at
night. Most likely the store would be open until 11:00 PM on Friday and Saturday
nights, just as the CiCi’s location near James Madison University is.
Another marketing focus should be marketing the difference in cost and
taste between CiCi’s and the dining halls located on-campus, who are the only
other buffet style establishments besides Pizza Hut’s Lunch Buffet. CiCi’s is
generally cheaper than a meal at a dining hall, and this would definitely be a
main point in advertisements to students. Another way to help market to students
and compete with on-campus dining halls would be accept RU Express. There
are no set up costs or extra equipment costs associated with accepting RU
Express, only a 5% recovery fee of sales earned through RU Express.
To market to secondary markets, such as families with children in the
Radford area, direct-mail might be one of the better options, so they could
specifically target the Radford population. A simple postcard sized mailing with
information about CiCi’s, including menu items, meal price, location, and hours of
operation would effectively advertise the restaurant. These types of direct-mail
15
advertisements are covered by the monthly contribution to the general marketing
fund.
Should an arrangement be worked out between existing CiCi’s locations in
Roanoke and the new franchise in the New River Valley, local television
commercials would be helpful in advertising to families in Radford.
Advertisements would be placed during the evening news and prior to primetime
to save costs. The cost of 30 seconds of airtime on WSET, Roanoke’s ABC
station, is around $500 between 6:00 PM and 8:00 PM, with the price jumping up
to $1200 during primetime (Johnson). The cost of 30 seconds of airtime on
WFXR, Roanoke’s FOX station, is between $125 to $175 from 4:00 PM to 7:00
PM, and $250 from 7:00 PM to 8:00 PM, during their largely watched “Everybody
Loves Raymond” hour of programming. For $400 a 30 second advertisement can
be put in a “Broad Rotator” that randomly assigns the commercial airtime during
primetime programming, on random days throughout the week (Dantzler). To
place a 30 second advertisement on WDBJ, Roanoke’s CBS station, CiCi’s
would have to pay between $450 to $675 for a slot during the evening news or
pre-primetime. The cost to place an advertisement during primetime varies by
program, much like the other networks, with prices ranging from $300 for a slot
on Saturday nights, up to $2450 to advertise during CBS’ most watched program,
Survivor. For $675 the advertisement will be put on a primetime rotator, airing the
commercial at a random day and time during primetime (Hankins). These prices
are for advertisements that are designated to air in any time period on any day,
which most local advertisers choose. The prices only go up from there for ads
16
designated for certain time periods or programs. More detailed information about
the prices for advertising on WDBJ can be found in the appendix (Appendix C).
Recommendation
Based on the information gathered, it is recommended that a CiCi’s
franchise should be opened in the New River Valley, because it will be very
successful in Radford, Virginia. It is a perfect location for the student target
market because it is within walking distance as well as for families, who are our
secondary market because of the available parking area next door. Pizza is a
popular meal selection for both college students and families, and with CiCi’s
buffet and low prices it will be a quick and affordable dining choice for everyone.
17
References
1.
CiCi’s Pizza Official Website. (2005). Electronic reference. Retrieved on
October 30, 2005. http://www.cicispizza.com/cicis/
2.
Coomes, Steve. “Pizza All The Way” Pizza Marketplace (16 Aug. 2004).
Retrieved online on October 31, 2005 from
http://www.pizzamarketplace.com/research.htm?article_id=20224&pavilion
=128&step=story
3.
Dantzler, Karen. Sales Department at WFXR. Interviewed by Jeff
Younger. Phone interview. November 28, 2005. (540) 344-2127.
4.
Dolliver, Mark, “Poor economy or not, people keep dining out. (Check!).”
ADWEEK, May 19, 2003 v44 i20 p36(1).VNU Business Media. Infotrac.
Retrieved online on December 1, 2005.
http://web5.infotrac.galegroup.com/itw/infomark/249/357/76415741w5/purl
=rc1_BIM_0_A102223425&dyn=9!xrn_4_0_A102223425?sw_aep=viva_ra
dford
5.
Hankins, Marissa. Research Director for WDBJ. Interviewed by Jeff
Younger. Phone interview. November 30, 2005. (540) 777-3209.
6.
International Franchise Association (IFA). (2005). Electronic Reference.
Retrieved on November 2, 2005.
http://opportunities.franchise.org/Public/FranchisorDetails.aspx?Franchiso
rId=272
7.
Johnson, Mickey. Sales Department at WSET. Interviewed by Jeff
Younger. Phone interview. November 28, 2005. (434) 528-1313.
18
8.
Knuettel, Christian. Loan Officer with Home Loan & Bank. Interviewed by
Mary Carroll. Phone Interview. November 10, 2005. (800) 223-1700 ext.
571.
9.
KoolPrint.com (2005) Electronic Reference. Retrieved on November 27,
2005. http://www.koolprint.com/Vinyl-Banners.asp
10.
Owens, Kim. Advertising Sales Manager for the Tartan. Interviewed by
Jeff Younger. Phone Interview. November 30, 2005. (540) 831-6051.
11.
PizzaMarketPlace.com (2005). Electronic Reference. Retrieved on
November 2, 2005. www.pizzamarketplace.com
12.
Pizzaware.Com. (2005). Electronic reference. Retrieved December 1,
2005. http://pizzaware.com/facts.htm
13.
Silver, Deborah. “A piece of the pie: as new management takes command,
CiCi's Pizza mobilizes for nationwide expansion.” Chain Leader Sept
2003 v8 i9 p53(3). Infotrac. Retrieved online on October 31, 2005 from
http://web3.infotrac.galegroup.com/itw/infomark/290/608/100820099w3/pu
rl=rc1_BIM_0_A107835314&dyn=3!xrn_8_0_A107835314?sw_aep=viva_r
adford
14.
Steinberg, Carol, “Catering to a new market: how three franchisors plan to
carve a unique food niche.” Success, Dec 1996 v43 n10 p81(5). Infotrac.
Retrieved online on December 1, 2005.
http://web5.infotrac.galegroup.com/itw/infomark/249/357/76415741w5/purl
=rc1_BIM_0_A18904919&dyn=3!xrn_18_0_A18904919?sw_aep=viva_rad
ford
19
Appendix A
Development Process/Training
Multi-Unit Development Process
•Discovery
Phase

Complete Confidential Personal Profile to include resume and financials

Interview with Director of Franchise Sales at CiCi's corporate office

Developer / Internal Due Diligence

Discover Day / Meeting with CiCi's Senior Management Team

2 Day Work Evaluation for Operating Principal

Interview with President

Assign Development Territory

Development Agreement Distributed

Development Agreement Signed/Fees Collected

Developer Released to Real Estate for Site Identification

Begin Training* - 11 weeks minimum training process
Single –Unit Development Process

Complete Confidential Personal Profile to include resume and
financials

Phone Interview with Director of Franchise Sales

Interview with Director of Franchise Sales at CiCi's corporate office

2 Day Work Evaluation for Operating Principal

Interview with President
20

Assign Development Territory

Development Agreement Distributed

Development Agreement Signed/Fees Collected

Developer Released to Real Estate for Site Identification

Begin Training* - 14 weeks minimum training process

New Franchisees are responsible for training their own managers

*NOTE: The Director of Training may require additional training at
his discretion. The training period may vary based on the operating
principal's prior operating experience.
http://www.cicispizza.com/cicis/cicis12.html
21
Appendix B
1413 Towne Square Blvd
Roanoke, VA 24012
42.68 miles
2037 Colonial Ave
Roanoke, VA 24015
Total Est. Distance: 46.80 miles
22
Appendix C
WDBJ Advertising Rates
TIME
PROGRAM
PERIOD
NAME
SECTION ONE SECTION TWO SECTION THREE SECTION FOUR
FIXED
P2
P1
IP
MON-FRI
5-5:30A
CBS NEWS
225
175
125
75
5:30-7A
MORNIN'
390
340
290
180
6-7A
MORNIN'
415
365
315
205
7-9A
THE EARLY SHOW
265
215
165
115
9-10A
LIVE WITH REGIS
250
200
150
100
10-11A
ELLEN
210
160
110
60
11-12N
PRICE IS RIGHT
300
250
200
150
12N-12:30P
NEWS 7 AT NOON
330
280
230
180
12:30-1:30P
YOUNG & RESTLESS
400
350
300
250
1:30-4P
SOAP ROTATION
310
260
210
160
4-4:30P
FAMILY FEUD
320
245
170
95
4:30-5P
MILLIONAIRE
340
265
190
115
4-5P
FAMILY FEUD/MILLIONAIRE
320
245
170
95
5-5:30PEN
NEWS 7 AT FIVE
625
525
425
325
5:30-6PAG
ANDY GRIFFITH
575
500
425
350
6-6:30P
NEWS 7 AT SIX
1050
950
850
675
6-7PEN
NEWS 7 AT SIX / CBS NEWS
1025
925
825
650
7-7:30P
WHEEL OF FORTUNE
750
650
550
525
7:30-8P
JEOPARDY
700
600
500
475
7-8P
WHEEL / JEOPARDY
675
575
475
450
11-11:35PLN
NEWS 7 AT 11
1000
900
600
450
11:35P-12:40A
DAVID LETTERMAN
525
450
375
250
12:40-1:40A
CRAIG FERGUSON
310
235
160
85
1:40-5A
VARIOUS OVERNIGHT
235
160
85
10
N/A
N/A
N/A
375
M-SU11-11:35P
SAT
5-6A
FAMOUS HOMES / WALL STREET
160
110
60
10
8-9A
NEWS 7 SATURDAY MORNING
275
225
175
125
9-11A
CBS SATURDAY EARLY SHOW
275
225
175
125
12N-6P
VARIOUS SPORTS/SPECIALS
500
425
350
275
6-6:30PEN
NEWS 7 AT SIX
575
475
375
175
6-7PEN
NEWS 7 AT SIX / CBS NEWS
550
450
350
175
7-8PHI
WHEEL OF FORTUNE / PAID
425
325
225
125
11-11:35PLN
NEWS 7 AT 11
675
575
475
375
11:35P-12:35A
SEINFELD
345
270
195
120
12:35-1:35A
SHE SPIES
295
220
145
70
1:35-5A
VARIOUS OVERNIGHT
235
160
85
10
23
WDBJ Advertising Rates (Continued)
TIME
PROGRAM
PERIOD
NAME
SECTION ONE SECTION TWO SECTION THREE SECTION FOUR
FIXED
P2
P1
IP
25
SUN
5-7A
SUNDAY MORNING VARIOUS
175
125
75
7-8A
JACK HANNA / ANIMAL ATLAS
235
185
135
85
8-9A
NEWS 7 SUNDAY MORNING
325
275
225
150
9-10:30A
CBS SUNDAY MORNING
350
300
250
200
10:30-11A
FACE THE NATION
235
185
135
85
11A-12N
EBERT & ROEPER / PAID
190
145
95
45
12N-6P
VARIOUS SPORTS/SPECIALS
600
500
400
300
6-6:30PEN
NEWS 7 AT SIX
675
575
475
375
6-7PEN
NEWS 7 AT SIX / CBS NEWS
675
575
475
375
11-11:35PLN
NEWS 7 AT 11
850
750
650
550
11:35P-12:35A
BECKER / GEORGE MICHAEL SPORTS
450
375
300
225
12:35-5A
VARIOUS OVERNIGHT
240
165
90
15
M8-9P
KING OF QUEENS / MET YOUR MOTHER
1350
1225
1100
975
M9-10P
TWO & 1/2 MEN / OUT OF PRACTICE
1575
1450
1325
1200
M10-11P
CSI:MIAMI
1700
1575
1450
1325
T8-9P
NCIS
1575
1450
1325
1200
T9-10P
AMAZING RACE
1975
1850
1725
1600
T10-11P
CLOSE TO HOME
1675
1550
1425
1300
W8-9P
STILL STANDING / YES, DEAR
1225
1100
975
850
W9-10P
CRIMINAL MINDS
1450
1325
1200
1075
W10-11P
CSI NY
1275
1150
1025
900
TH8-9P
SURVIVOR
2825
2700
2575
2450
TH9-10P
C.S.I.
2675
2550
2425
2300
TH10-11P
WITHOUT A TRACE
1600
1475
1350
1225
F8-9P
GHOST WHISPERER
975
850
725
600
F9-10P
THRESHOLD
1050
925
800
675
F10-11P
NUMB3RS
1025
900
775
650
SA8-9P
CRIMETIME SATURDAY
725
600
475
350
SA9-10P
CRIMETIME SATURDAY
875
750
625
500
SA10-11P
48 HOURS MYSTERY
675
550
425
300
SU7-8P
60 MINUTES
900
775
650
525
SU8-9P
COLD CASE
1725
1600
1475
1350
SU9-10P
CBS SUNDAY NIGHT MOVIE
1425
1300
1175
1050
N/A
N/A
N/A
675
PRIME
M-SU PRIME
WDBJ Preemption Guidelines
Fourth Quarter 2005 (September 26 through December 25, 2005)
Fixed - Spots designated to air at specific times on specific days. Cannot be pre-empted.
P2 Spots designated to air in a particular time period or program. May be pre-empted with
two weeks notice.
P1 Spots designated to air in a particular time period or program. May be pre-empted with
seven days notice.
IP Spots designated to air in any time period or on any day. May be pre-empted without
notice.
Monday thru Sunday rotators must rotate throughout the broadcast week. Cannot pick
days.
24