Fast Tracker Header May 2012 
In this Issue
The Power of Television
GMA in the Afternoon
Katie Coming this Fall
Thursday Nights
Inside Washington Mobile Site

From the Web
Purchase Intent Increases 72% with TV, Smartphone and Tablet Platforms: Study
from Mobile Commerce Daily

Not only are consumers watching television on multiple screens, they are also more likely to make a purchase and remember a brand when an ad is served across TVs, tablets and smartphones, according to a new study from the Nielsen Co. 


Nielsen worked with mobile video company AdColony and ad agency Ignited to conduct the "CrossPlatform Video Ad Effectiveness" study, which looked at how consumers interact with second and third screen-advertising while watching TV.   
7 Digital Marketing Tactics That Boost Offline Sales 
from iMedia Connection
It's clear that digital marketing is influencing offline purchasing behavior more than ever. In fact, 89 percent of consumers who buy in key retail categories in-store have conducted online research prior to purchase (Google, 2010), and offline sales influenced by online research are expected to top 1 trillion dollars in 2012 (Jupiter Research, 2007). To capitalize on consumers' new inclination to research online before purchasing offline, marketers need to go beyond awareness and direct response campaigns, and start influencing the purchase decision-making process. 



Primetime News




May 14

The Bachelorette

May 24


Rookie Blue


June 3

Extreme Makeover: Weight Loss Edition

June 28


July 10

Final Witness
Secret Millionaire
Trust Us With Your Life


July 23

Bachelor Pad  





May 13

Once Upon a Time

Desperate Housewives (Series)


May 14



May 15

Last Man Standing


May 17

Grey's Anatomy


May 20

America's Funniest Home Videos


May 22

Dancing with the Stars


all dates are tentative




Exceptional ABC7
Television in 2012

NBA Finals

Ravens logo


Race for the Cure

GMA Logo


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Welcome to the May 2012 edition of ABC7 Fast Tracker, an informative look at the DMA, plus upcoming opportunities at ABC7 and In this issue we reflect on television's influence, highlight new ABC7 afternoon programming, celebrate the silver anniversary of Inside Washington, introduce a new mobile platform and more.




Tim Morris


Castle 1


Television is still the most influential source of information among adults 18+. Over 85% of respondents said television was more influential than all other mediums combined (Internet, newspapers, magazines, radio & mobile). 



Influence of TV


Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Adults 18+ 



Good Morning America viewers have a treat in store for them. Starting in July, viewers can get more GMA in the Afternoon leading up to the premiere of Katie Couric's new talk show "Katie" premiering in September. GMA in the Afternoon will focus more on lighter entertainment and lifestyle segments fitting into ABC's current daytime lineup.


GMA In the Afternoon is expected to feature some personalities from the morning show, with Josh Elliott and Lara Spencer among those talked about, and will also likely be used as a platform to break new talent. GMA in the Afternoon concludes September 5th.


Beginning September 10, ABC7 will have a new afternoon/early fringe lineup:


1-2 PM: The Chew

2-3 PM: General Hospital

3-4 PM: Anderson

4-5 PM: Katie

Katie Show


Beginning on September 10, 2012, renowned journalist Katie Couric will be returning to ABC with her topical daily LIVE talk show Katie. Katie will create a daily destination for women looking to be informed and entertained. This high-profile, smart talk show will include Katie's personal experiences as well as interviews with newsmakers, celebrities, authors, experts and ordinary people - covering the important issues of the day.


Katie will be a conversation about what America is talking about, particularly women, ranging from silly to serious that will bring Katie's broadcasting and life experiences into daytime. Katie will not be a news show but when there is breaking news, Katie will take the audience along with her right into the eye of the storm and into the lives of those affected.


Thursday Night



No. 1: Grey's Anatomy

Thursdays @9:00 - 10 p.m.

Grey's Anatomy took top honors in Thursday prime and beat out the competition among women 18-49 with at 6.7 rating. Considered one of the great dramas of our time and recipient of the 2007 Golden Globe Award for Best Drama Television Series and multiple Emmy nominations, including Outstanding Drama Series, "Grey's Anatomy" remains strong in its eighth season.


No. 2: Scandal

Thursdays @10:00 - 11 p.m.

The new hit show Scandal (based in Washington, D.C.), came in at number 2 with a 6.0 rating among women 18-49. Scandal follows Olivia Pope (Kerry Washington), who has dedicated her life to protecting and defending the public images of the nation's elite and keeping their secrets under wraps.


Source: NSI Washington DC Live + Same Day Overnights 4/19/2012; Prime 8-11PM 


Inside Washington is a weekly political roundtable program hosted by WJLA's Gordon Peterson. Every Sunday, Peterson brings some the most respected minds in politics together to discuss the nation's most pressing issues.
Inside Washington
The Silver Anniversary Season of Inside Washington will launch with a new segment on the PBS edition called "POLITICO Newsroom." During this segment, host Gordon Peterson will interview POLITICO experts on current political events from their unique perspective and from POLITICO's newsroom.

For over 20 years, Inside Washington has been broadcast throughout the nation. Currently the program reaches decision makers inside the Beltway and well beyond Washington and is broadcast to over 75% of the U.S. PBS markets (over 130 markets around the U.S.). Within the Washington DMA, nearly 47% of opinion leaders watch Inside Washington regularly/occasionally.*
Special national sponsorship opportunities are available.

*Source: Erdos & Morgan Custom Study Oct. - Nov. 2011
Blackberry 1

The new optimized mobile site is launching this May, provided visitors with a clean, streamlined experience when accessing content from their mobile devices. The new site will include all of's latest breaking news, weather updates, sports, entertainment and more. 

In addition, the mobile site also offers advertisers a 320x50 ad until above the fold, available on a CPM basis.
About Us
We appreciate you feedback, please contact us with questions or suggestions!

Timothy J. Morris
ABC7 Fast Tracker Editor
Senior Marketing Manager

Kathleen Fox
Research Director