“In The Game” Advertising Strategy Enhancing the Brand’s Visibility and Perception Chris Sorgie CVP, Corporate Communications

The average American is exposed to more than 600 advertising messages per day.* *Source: The Nielsen Co.

America loves watching sports +16% 2010 vs. 2009 Sports TV viewing increases. Broadcast primetime viewership declines. -8% 2010 vs. 2009 Source: TargetCast tcm analysis of data from The Nielsen Co. A25-54 Program Live Ratings Date Range: 1/1/2009 - 12/31/2009 for CY'09 1/1/2010 - 12/31/2010 for CY'10

Sports Advertising Spend Soars Top 50 advertisers spent $6.6 billion on sports advertising in 2010. +27% 2010 vs. 2009 Insurance category was the fifth-biggest with $528 million in 2010. +30% 2010 vs. 2009 Source: SportsBusiness Journal analysis of data from The Nielsen Co.

New York Life Advertising Challenges Break through the clutter Competitive environment Limited budget

Opportunity: In-Game Brand Integrations

Brand Integrations During Live Sports Sports programming is watched live by 97% of the viewing audience. NYL branded features and signage appears within live game action. Added benefit of bonus exposure on sports highlight shows. Primetime shows rank amongst the ‘most DVR’d’ content. *Source: Nielsent TV ratings **Source: COMCAST TV Pulse Survey 2010

“In the Game” Strategy Innovative Action Game Live Relevant Message Brand Teams Winning Audience Engaged

“In the Game” Strategy Innovative Action Game Live Relevant Message Brand Teams Winning Audience Engaged

“In the Game” Strategy includes: Big East Tournament SEC Football on CBS BYU and Utah Double Coverage feature Hockey overtime Safe and Secure baseball features UConn Men’s and Women’s Basketball Little League New York Life Protection Index

New York Life’s Big East Title Sponsorship

New York Life Cube Toss Challenge

NYL SEC Football First Down Marker SEC Football on CBS – The #1 NCAA Football conference. New York Life logo is superimposed on the field along side the 1st down marker 4 times each game including the SEC Championship game. This is the first time CBS allowed an advertiser to digitally insert their logo inside live game coverage. 13

Utah and BYU Double Coverage Sponsorship Entitlement of Double Coverage in-game feature during all Utah & BYU Foot Ball games on Mountain West Network In-game billboard and sponsor message Utah Challenge college scholarship Play Video Clip

NHL OT Sponsorship: 7 teams & NHL Network NY Islanders NY Rangers Play Video Clip NJ Devils

Safe & Secure MLB Features He’s Safe at 2nd, Safe and Secure, New York Life

Expanding Safe and Secure Lexicon ESPN.com used the Safe and Secure language as a photo caption after Shane Victorino slid safely at home The San Francisco Chronicle used the Safe and Secure language in a headline when Buster Posey scored winning run.

New York Life Sponsorship of UConn Basketball Center Court Logos TV Visible Signage

New York Life Sponsorship of UConn Basketball Presenting Sponsor of Record Breaking Game UConn Women sets NCAA Record with 89 Consecutive Wins

Activation – Record Breaking Game

New York Life Sponsorship of UConn Basketball UConn Men win NCAA Tournament

Little League Sponsorship National Coverage World Series on TV Ad in Magazine Signage On-line Local Sponsorship Over 125 leagues: Child ID program Field Signs Logo on Uniforms Social Media E-mail & Newsletters

Little League Sponsorship Activation

What is the New York Life Protection Index? The authoritative measure of a team’s aptitude in pass protection. Created by sports information leader STATS. Statistic is comprised of passing yards, sacks, hurries, knockdowns and penalties by the offensive linemen. Team rankings are updated weekly throughout the regular season.

New York Life Protection Index Goals To increase brand awareness among NFL fans. Deliver NYL “protection” message. Generate earned media. Provide engaging platform for social media. Generate leads

National/Local Media Coverage

Next Steps: Personal Protection Index Create consumer facing interactive tool that correlates to the NYLPI – generate qualified sales leads for agents

Brand Integrations: Radio City Christmas Spectacular Gift Box logo is integrated into the Time Square Scene of the Radio City Christmas Spectacular.

Summary High impact and innovative Delivered relevant messages Reached an engaged audience Bonus impressions Positive feedback from agents and managers Opportunities for activation and lead generation Helped lift unaided brand awareness, improved brand perception and increased purchase consideration

Q & A