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

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

3. 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/ /31/2009 for CY'09 1/1/ /31/2010 for CY'10

4. 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.

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

6. Opportunity: In-Game Brand Integrations

7. 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

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

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

10. “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

11. New York Life’s Big East Title Sponsorship

12. New York Life Cube Toss Challenge

13. 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

14. 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

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

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

17. 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.

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

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

20. Activation – Record Breaking Game

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

22. 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
& Newsletters

23. Little League Sponsorship Activation

24. 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.

25. 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

26. National/Local Media Coverage

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

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

29. 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

30. Q & A