New Best Practices 2008

BRAND A consumer’s perception of a service or product

For great brands to survive, they must create LOYALTY BEYOND REASON The only way to differentiate themselves from the millions of going-nowhere “blands"

competition competition competition competition competition competition competition competition competition competition competition competition competition competition competition productparity productparity productparity productparity

Solution?

Build products and experiences that have the power to create long-term emotional connections

LOVEMARKS

HIGH Respect LOW Respect Low Love High Love BRANDS LOVEMARKS COMMODITIESFADS

:60 Discovery “I Love the Mountains”

we have to build an emotional relationship with our viewers and users that creates LOYALTY beyond REASON

Brand Personality

:30 USA L&O:CI “Logo”

to move an idea effectively: strong message a respected brand an emotional connection

C3?

average rating of commercial minutes in live programming plus 72 hours or 3 days of DVR playback C 3

What’s the diff?

Average viewership during specific times when commercials are aired Measure average viewership during the entire show, including commercials C3 OLD

Why C3?

NETWORKS VS ADVERTISERS

to provide a closer measure of the audience for commercials not only when programs are viewed live but when played back as well

C$$$

HOW?

METERS and DIARIES Set Meters (what channel is being viewed) People Meters (who is watching) Diary samples (tally of what is watched on each TV set and by whom)

Multiple types of ratings data = streams to account for different types of viewing

Live viewing Live viewing plus DVR playback on the same day Live viewing plus DVR playback for two, three and seven days Commercial minute ratings average rating for all national commercial minutes during a program

NUMBERS GAME

17% of households in the U.S. currently have DVRs 58% of broadcast primetime viewing takes place live 42% occurring through some form of DVR playback 95% of all broadcast prime time viewing within these homes (Live + Playback) takes place within three days of the live telecast

Impact of DVR Playback on Program and Commercial Ratings 40% when including same day DVR playback 73% when including three days of playback. Audiences for commercial minutes within these broadcast programs increase 18% and 32% respectively.

CASE “the office” higher C3 ratings than traditional ratings NBC Universal: “confirms our concern that we need to get credit for time-shifted viewing”

C3 Retention Tactics

Interstitials (BTS)

Additional Content

:50 USA Psych “Lounge” Video

Watch and Win

2 x :30 Mythbusters “McGyver Set Up & Pay Off”

Contextual Commercials

:30 TNT NBA/Vegas

2 x :30 Spike “CSI Guys”

Integrated Promos

:30 Geico “Mrs. Buttersworth”

Sponsored Promos

:35 VH1 “Kid Stars/Pampers”

EFFECTIVENESS of television ads

Speeders pay more attention!

spots with higher high speed recall

action brand logo

scene cense enecs audio audio audio text text text

use familiar characters

spots spots spots spots spots highly DVR’d shows spots spots spots spots spots LIVE PROGRAMS spots spots spots spots spots

BEST PRACTICES

Build on the prestige of the show

:30 DSC “Deadliest Catch Returns”

:35 DSC “Shark Week/Deadliest Catch embed

:30 Nat Geo “America’s Ports”

:10 Tru TV “Black Gold”

of promo “hook”

:20 NBC “SVU The Twist”

:30 HGTV “The Reveal”

transmedia storytelling

:45 Push to Web Montage

2:56 A&E “Mind Freak Viral”

2:04 Showtime “Dexter Viral”

DON’T LET LABELS GET IN THE WAY

:30 Fed Ex Name

2008 BUG Collection

: Bug Collection