WKTV
Your Choice In Utica, NY!
2007-08 Market Analysis
The Utica, NY Market

The City of Utica sits in Oneida East County, at the heart of the Mohawk Valley
of Central New York State. Being at the epicenter of major commercial centers
like Boston, Hartford, New York, Philadelphia, Baltimore, Washington,
Pittsburgh, Cleveland, Toronto, Ottawa and Montreal, it is considered one of
the socioeconomic hubs of the region.

The Mohawk Valley provides a strong economic
structure for new and growing industries ranging from
aviation to metals manufacturing, distribution,
information technology, and even nanotechnology.

In just the past year, the community has benefited
from tens of millions of dollars in new investments.
Among the highlights: The Hartford, one of the largest
U.S.-based global investment and insurance companies, will invest approximately $22.8 million plans to
consolidate two existing buildings into one new build-to-suit facility, retaining 689 jobs within the area.
Nirvana, a natural spring water bottling company, will expand its production capacity with an investment
of $20 million and add 60 new jobs to its current workforce of 90 employees. The expansion will include
adding 100,000 square feet to its facilities, purchasing existing leased equipment, and purchasing new
equipment.

The top employer is the Oneida Nation with over 4,700 workers at various facilities, including the
Turning Stone Resort & Casino, in Verona. The Resort boasts five golf courses, one of them host of the
first stop on the PGA Tour's fall schedule, the Turning Stone Resort Championship.
Source: www.mvchamber.org, www.mvedge.org, www.otsegocountychamber.com, www.cityofutica.com; www.turningstone.com
The Utica, NY Market

Other large employers continue to thrive in the Utica, NY DMA, including the Mohawk Valley Network,
Wal-Mart & Rite-Aid Distribution Centers, Air Force Research Lab – Rome, Metropolitan Life Insurance,
Conmed Corporation, ACS, and Remington Arms, among others.

The region also offers beautiful landscapes and opportunities for outdoor activities all year round: over
40 golf courses, hundreds of miles of skiing trails, the Adirondack Scenic Railroad, and the Fulton
Chain of Lakes with over 12 miles of continuous lake travel.

The Utica area is home to many
attractions including the
Cooperstown Baseball Hall of
Fame, The Erie Canal Village, The
Tomb of the Unknown Soldiers of
the Revolutionary War, The
Oriskany Battlefield Historical Site,
The International Boxing Hall of
Fame, The National Distance
Running Hall of Fame, The Utica
Zoo, and the Utica Marsh Wetlands
Bird and Wildlife Sanctuary.
Source: www.mvchamber.org, www.mvedge.org, www.otsegocountychamber.com, www.cityofutica.com
When It Comes To Lifestyle Interests, Utica, NY Ranks Among
The Top 75 Markets In Outdoors/Recreational Categories!
Households in the Utica, NY DMA are 37% more likely to be interested in wildlife &
environmental activities than the U.S. population in general.
Lifestyle Activity
Fitness, Sports & Outdoors
Wildlife/Environmental
Walking for health
Golf
Snow Skiing
Camping/Hiking
Boating/Sailing
Good Life
Wines
Gourmet Cooking/Fine Foods
Source: 2007 SRDS Lifestyle Market Analysis
Index to U.S.
U.S. Rank
137
112
118
135
122
109
14
15
41
42
67
74
113
107
27
36
The Utica, NY Market

Utica, NY is a three-county DMA containing 106,140 TV
Households and is ranked 169th by Nielsen.

The DMA is served by the following television stations:
Source: Nielsen Media Research, Nov’07 NSI Utica
Call Letters
Affiliation
WKTV
NBC
WFXV
FOX
WPNY
MyNetwork
WUTR
ABC
WBU
CW
Utica, NY
Where Your Dollars Count!
Utica Is a Top 100 Economic Market!
The Utica, NY DMA is ranked 169th by Nielsen, but it ranks in the top 100 markets
in various economic categories.
2006 Annual Sales Per Household
Retail Sales
Health and Personal
Care Stores
$2,673
#18
Building Materials &
Gardening Supplies
$5,817
Rank #45
Merchandise Lines
Health, Drugs & Beauty Aids
$3,002
#34
Source: 2007 Demographics U.S.A. (County Edition)
Department Stores
$2,315
#92
Utica Has Outgrown NY & The U.S. In The Past 5 Years!
In key economic categories, the Utica, NY DMA has grown faster the state of New York
and the rest of the country.
2001-2006 5-Year Growth Comparison
Utica
Gasoline Service Station Sales ($000)………………….
NY State
U.S.
+157% +119% +101%
Eating and Drinking Store Sales ($000)…………………..
+51%
+37%
+41%
General Merchandise Stores ($000)…...………………….
+35%
+35%
+25%
Furniture and Home Furnishings ($000) ……………….
+78%
+42%
+39%
Total Retail Sales ($000) …………………………………
+40%
+33%
+37%
Furniture, Home Furnishing and Appliance Sales ($000)
+71%
+36%
+48%
Building Materials and Garden Supplies Sales ($000)...
+136%
+74%
+88%
Motor Vehicles & Parts Sales ($000)………………………
+12%
-1%
-1%
Source: 2002, 2007 Demographics U.S.A. (County Edition)
Utica, NY Is A Growing Market
Utica’s Total Retail Sales and other key sales categories have grown over the past five years.
2001-2006 5-Year % Change
Total Retail Sales (000)
Total Retail Sales (Per HH)
$4,094,228
$2,921,034
+40%
Effective Buying Income (000)
$38,017
+38%
$39,888
+13%
$27,603
Effective Buying Income (Per HH)
$4,295,707
$3,726,519
+15%
General Merchandise Store Sales (000)
Motor Vehicle & Parts Store Sales (000)
$752,320
$672,500
Source: 2002, 2007 Demographics U.S.A. (County Edition)
$35,215
+12%
$577,077
$428,182
+35%
Utica, NY Is A Growing Market
Utica’s Total Retail Sales and other key sales categories have grown over the past five years.
2001-2006 5-Year % Change
Health & Personal Care Store Sales (000)
$287,902
$246,954
Gasoline Service Station Sales (000)
+17%
Furniture/Home Furnishings/Appliance Store Sales (000)
$129,822
$75,847
Source: 2002, 2007 Demographics U.S.A. (County Edition)
+71%
$528,502
$205,359
+157%
Building & Gardening Supp. Store Sales (000)
$626,420
$265,396
+136%
Utica, NY Will Continue To Grow
Over The Next Five Years!
2006-2011 5-Year Projected % Change
Total Retail Sales (000)
$4,618,275
$4,094,228
+13%
Total Retail Sales (Per HH)
$42,629
$38,017
+12%
Effective Buying Income (000)
$4,689,546
$4,295,707
2006
Source: 2007 Demographics U.S.A. (County Edition)
2011
+9%
Is #1 In The DMA
& Beyond!
The Utica, NY Market
WKTV has the most powerful signal to reach the Utica DMA and beyond!
WKTV achieves at least a 45% Net Weekly Cume in all 3
DMA counties and Oneida W. in the Syracuse, NY DMA!
Sign/On-Sign/Off Net Weekly Circulation DMA Cumes
County
Herkimer
Oneida E.
Otsego
DMA
Utica, NY
Utica, NY
Utica, NY
Total DMA
Oneida W.
Syracuse, NY
Total
TV HH
25,630
56,980
23,530
Net HH
Weekly
Cume
75
78
50
106,140
70
34,760
42
Herkimer
Oneida
W.
Oneida
E.
Otsego
Overall, WKTV reaches 7 of every
10 TV Households in the DMA!
Utica DMA
WKTV*
WFXV*
WUTR*
WPNY*
* Grade B Signal
Source:
Nielsen Media Research, 2007 NSI Diary County Coverage; U.S. TV Household Estimates, September 2007; Television & Cable Factbook Online 2007
WKTV Is The All-Around Champion In The Utica, NY DMA!
2007 DMA Household Shares
Sign/On-Sign/Off (Sa-Su 7AM-1AM)
Prime Time (M-Sa 8-11PM, Su 7-11PM)
21
Daytime (M-F 9AM-4PM)
11
6
21
9
8
3
6
Early News (M-F 5-6:30PM)
1
Access (M-F 7-8PM)
38
Late News (M-F 11-11:30PM)
21
7
2
4
2
42
3
1
Late Fringe (M-F 11:30PM-1AM)
27
2
1
WKTV – Utica, NY (NBC)
Sources: Nielsen Media Research, 2007 NSI Diary County Coverage
WUTR – Utica, NY (ABC)
WFXV – Utica, NY (FOX)
Oneida County West
Syracuse, NY DMA – 34,760 TV HH

WKTV is the #1 station in Oneida County West in the following key dayparts!
2007 DMA HH Shares
Early News (M-F 6-6:30PM)
Fringe (M-F 6-7:30PM)
22
17
15
12
12
10
6
8
Late News (M-F 11-11:30PM)
Late Fringe (M-F 11:30PM-1AM)
19
12
15
5
16
12
5
WKTV (NBC)
Utica, NY
11
WSYR (ABC)
Syracuse, NY
WSTM (NBC)
Syracuse, NY
Source: Nielsen Media Research, 2007 NSI Diary County Coverage; U.S. TV Household Estimates, September 2007
WTVH (CBS)
Syracuse, NY
Out Delivers Other Major Media
In The Utica, NY DMA!
WKTV Beats Cable!
When you advertise on WKTV, you can reach more viewers than any cable network.
Nov'07 DMA Weekly Percent Cume
Sign/On-Sign/Off (M-Su, 7A-1A)
71
24
V
KT
W
A
US
22
S
TB
Sources: Nielsen Media Research, Nov’07 NSI Utica, NY
21
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18
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TN
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17
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Fo
16
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16
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Ha
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16
C
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15
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tim
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14
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sn
Di
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WKTV Outdelivers Newspapers!
WKTV
97,000
Nov’07 Net Weekly Circulation
Sign/On-Sign/Off (7A-1A)
Newspaper Penetration (Average 6 month circulation as of 9/30/07)
Utica Observer Dispatch
40,261
(Mon-Fri Circulation)
Utica Observer Dispatch
40,593
(Saturday Circulation)
Utica Observer Dispatch
47,342
(Sunday Circulation)
Rome Sentinel
13,414
(Mon-Sat Circulation)
Oneonta Daily Star
(Mon-Sat Circulation)
15,252
Source: Nielsen Media Research, Nov’07 NSI Utica; Audit Bureau of Circulations, FAS-FAX Report 9/30/07
WKTV Is The Best Choice
In The Utica DMA!

Utica is located in The Mohawk Valley, a prosperous and beautiful scenario
that provides the backbone for a thriving economic market.
 Utica’s strong economy ranks it among the top 100 DMAs in several retail &
merchandise categories.
 The Utica, NY DMA beat the average U.S. growth percentages in many
economic categories, and is projected to grow over the next 5 years.
 WKTV has the strongest signal in the DMA, and reaches at least 7 of every
10 TV Households.
 WKTV outdelivers all the competing stations in the DMA by at least 250%.
 WKTV dominates several key dayparts in Oneida W. County in the
Syracuse, NY DMA.
 WKTV reaches more households than the top cable networks or
newspapers in the Utica, NY DMA.
Your Key To The Mohawk Valley Is WKTV!
Prepared and Issued by
Continental TV Sales Research
February 2008
AL- 2/08
DTP/WKTV/2007-08 Market Analysis.ppt