1. New Best Practices 2008

2. BRAND A consumer’s perception of a service or product

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

4. competition competition competition competition competition competition competition competition competition competition competition competition competition competition competition productparity productparity productparity productparity

5. Solution?

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

7. LOVEMARKS

8. HIGH Respect LOW Respect Low Love High Love BRANDS LOVEMARKS COMMODITIESFADS

9. :60 Discovery “I Love the Mountains”

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

11. Brand Personality

12. :30 USA L&O:CI “Logo”

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

14. C3?

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

16. What’s the diff?

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

18. Why C3?

19. NETWORKS VS ADVERTISERS

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

21. C$$$

22. HOW?

23. 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)

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

25. 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

26. NUMBERS GAME

27. 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

28. 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.

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

30. C3 Retention Tactics

31. Interstitials (BTS)

33. Additional Content

34. :50 USA Psych “Lounge” Video

35. Watch and Win

36. 2 x :30 Mythbusters “McGyver Set Up & Pay Off”

38. Contextual Commercials

39. :30 TNT NBA/Vegas

40. 2 x :30 Spike “CSI Guys”

41. Integrated Promos

42. :30 Geico “Mrs. Buttersworth”

43. Sponsored Promos

44. :35 VH1 “Kid Stars/Pampers”

45. EFFECTIVENESS of television ads

46. Speeders pay more attention!

47. spots with higher high speed recall

48. action brand logo

49. scene cense enecs audio audio audio text text text

50. use familiar characters

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

52. BEST PRACTICES

53. Build on the prestige of the show

54. :30 DSC “Deadliest Catch Returns”

55. :35 DSC “Shark Week/Deadliest Catch embed

56. :30 Nat Geo “America’s Ports”

57. :10 Tru TV “Black Gold”

58. of promo “hook”

59. :20 NBC “SVU The Twist”

60. :30 HGTV “The Reveal”

61. transmedia storytelling

62. :45 Push to Web Montage

63. 2:56 A&E “Mind Freak Viral”

64. 2:04 Showtime “Dexter Viral”

65. DON’T LET LABELS GET IN THE WAY

66. :30 Fed Ex Name

67. 2008 BUG Collection

68. :20 2008 Bug Collection