Presentation Transcript
LOCAL AD SALES: LOCAL AD SALES
Overview: Olympic Franchise Continuity
NBC Universal is committed to delivering award-winning coverage of the most anticipated event on television.
In August 2008 the networks of NBCU will present the 2008 Olympic Summer Games from Beijing, China, with broadcast rights of the Games continuing through 2012:
2008 – Beijing, China
2010 – Vancouver, Canada
2012 – London, England
Games Begin 8.8.08 – Good Luck
The Games will be hosted in the ancient civilization of Beijing with its charm of antiquity and spirit of modernity.
In China the number '8' is considered good luck.
The Beijing Games officially begin on 8.8.08, at 8 pm and continue through 8.24.08.
Large Scale Global Event
There are 28 summer sports and 302 events on the Olympic program.
Approximately 10,500 athletes are expected to participate in the Games. Overview
Slide3: Sponsors For more information regarding the USOC Partners, Sponsors, Suppliers and Licensees go to www.usoc.org.
Unmatched Marketing Vehicle: Ads with Olympic themed creative resonate strongest with viewers*
Olympic sponsors are viewed positively by consumers
80% agree they are industry leaders
80% agree that they provide a public service
70% agree that they are committed to quality and excellence
74% agree that they are modern and innovative companies
Unmatched Marketing Vehicle Source: SRI Online Post *OLYMPIC THEMED CREATIVE CAN ONLY BE PRODUCED BY OLYMPIC SPONSORS.
Slide5: Overview:
More than 400+ original hours of coverage on cable
Local ad avails
3 minutes/hour
1200+ total avails
Cost effective advertising
Power of NBC’s promotional machine
Valuable brand association
The most desirable demographics
Cable will televise gold medal events
More hours of Olympic coverage on cable than
broadcast
Networks with Local Ad Avails:
400+ hours of coverage on the networks of CNBC, MSNBC, USA and Telemundo:
CNBC 100+ hours
MSNBC 150+ hours
USA 175+ hours
Telemundo 150+ hours
Selling Period: December 2007 – August 2008
LAS Cable Overview ALL SUBJECT TO CHANGE.
LAS Marketing Support : LAS Marketing Support Logos & Style Guide
Customization Copy/IOC Mandates
Olympic Sponsor List
Rules & Guidelines
Available: Dec 2007
PPT – Including Research
Letter Templates (Announcement, Meeting & Thank you)
Letterhead
One-sheet/Broadcast Calendar
Available: Dec 2007 1 Advertise On Spot (:23/:07)
Available: Dec 2007
4 Generic Spots (:23/:07)
Available: Apr 2008
20 Local Heroes Spots (:23/:07)
Available: Apr 2008 Postcards for “Advertise On” Mail Campaign
Available: Dec 2007
Poster
Available: Feb 2008 GENERAL MATERIALS SALES TOOLS ON-AIR KIT MATERIALS PRINT KIT MATERIALS ALL SUBJECT TO CHANGE. Marketing support materials are available to download/order online at nbcunetworks.com
LAS Key Messaging : You can’t get enough of a good thing and this August, we are bringing
you THE COMPLETE OLYMPICS!
An unprecedented Olympic experience on the networks of NBC
Universal.
More than 400 original hours of coverage on CNBC, MSNBC & USA.
Plus 150 hours on Telemundo.
NBC produces the Olympics coverage.
Cross promotion from NBC.
ALL SUBJECT TO CHANGE. LAS Key Messaging
SPORTS/ COMPETITION SCHEDULE: SPORTS/ COMPETITION SCHEDULE
Slide9: Competition Schedule* *Competition schedule for the Beijing Games. Does not reflect the NBCU broadcast schedule.
Source: The Beijing Organizing Committee for the Games of the XXIX Olympiad Web Site.
Slide10: Competition Schedule* (continued) *Competition schedule for the Beijing Games. Does not reflect the NBCU broadcast schedule.
Source: The Beijing Organizing Committee for the Games of the XXIX Olympiad Web Site.
RESEARCH: RESEARCH
Big Events: Olympics Are One Huge Event: Big Events: Olympics Are One Huge Event To deliver the number of homes reached by the Olympics, you would have to own: Source: Nielsen NTI Olympics Prime 17 NIGHT ATHENS EST 267 GRS HH IMPS (14.5 HH RTG EST CONVERTED); Network Prime 09/22/03-8/12/04 Grammy Awards
AFC Div. Playoff
Golden Globes
Academy Awards
NFC Champ
Friends Series Finale
Super Bowl
World Series –
(All 6 Games) Gross HH Impressions (in Millions)
The Olympic Games Reach A High Concentration of Receptive Viewers: The Olympic Games Reach A High Concentration of Receptive Viewers Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06). Adults 18+ Index to National Average (100=Avg.)
NBC Total Olympic Coverage : NBC’s Athens Olympics stands as the third most viewed television event in history with 202.6 million unique viewers who tuned into the Athens Olympics over the full 17 days of coverage. Olympics Games Reach (In Millions) NBC Total Olympic Coverage
Olympic Viewer Feedback: Olympic Viewer Feedback 65% of viewers said being able to watch both during the day and later at night “made the Olympics more enjoyable.”
59% of Daytime viewers said Seeing Olympics events during the day makes me want to see more Olympics coverage at night.
62% of viewers said “I am watching more Olympic coverage than in prior Olympics.”
63% of of daytime viewers said that coverage of this year’s Summer Games is better than in the past.
95% of Viewers viewed the Olympic coverage on NBC and almost all of NBC viewers also watched the Olympics coverage on any one of NBC’s Cable Networks. Source: NBC Research, 2004 Daily Summer Olympics Aug 2004
Olympic Cable Coverage Reached 69 Million Viewers: NBCU cable nets (BRAVO, CNBC, MSNBC, USA) reached 68.6 million viewers
in Olympic dayparts over 17 days
Performed 60% above the comparable time periods over 17 days in July! Source: Nielsen NTI Olympics Prime 17 Night Athens EST 267 GRS HH IMPS (14.5 HH RTG EST CONVERTED); Network Prime 09/22/03-8/12/04 +60% Olympic Cable Coverage Reached 69 Million Viewers In Millions
Olympic Cable Coverage Increased Total Viewers!: Source: Nielsen Median Research, Athens Olympics vs July 9th-25th 2004 Up 53% Average Audience (000) Up 1092% Up 175% Up 193% Olympic Cable Coverage Increased Total Viewers!
Olympic Cable Coverage Increased HH Ratings!: Athens Olympics 2004
US HH Rating Up 53% Up 1092% Up 175% Up 193% Source: Nielsen Median Research, Athens Olympics vs July 9th-25th 2004 Olympic Cable Coverage Increased HH Ratings!
The Olympics Attracted Younger Viewers To NBCU Cable Networks: Median Age The Olympics Attracted Younger Viewers To NBCU Cable Networks Source: Nielsen Median Research, Athens Olympics vs 3q04 pre-Olympics
The Telemundo Olympic Moment: Source: NHTI /Day = M-Su 1-6P; Prime = M-Su 6-8P; progressive cume for unduplicated audience; vs. Aug 23 time period The Telemundo Olympic Moment A powerful reach: 51% of total U.S. Hispanic households tuned in for a total of 171 hours of Telemundo Olympic coverage over 19 days
Delivered nearly 14,000,000 unduplicated U.S. Hispanics with 64% of those watching in the 6-8P broadcasts (9,000,000)
Increased Telemundo’s weekend primetime viewing (vs. Aug’03): +34% for A18-34; +74% for M18-49 and +23% for A18-49.
Exhibited a much younger skewing audience: 70% were A18-49 compared to 59% in Aug’03
The Olympics on Telemundo Deliver Affluent and Educated Hispanics: % A18-49 with
4+ Yrs College Source: NHTI Respondent Data, Aug’04 (Olympics 11- 28, 2004); Audience Analytics % of A18-49 with
$40K+ HH Income The Olympics on Telemundo Deliver Affluent and Educated Hispanics
Audience Composition By Language – Telemundo ’04 Olympics: Source: NHTI 6/28/04-8/8/04 vs. 8/11/04-8/27/0; M-Su 1-8P Audience Composition By Language – Telemundo ’04 Olympics Spanish Dominant Hispanics Continue As Core Viewers
A18-49 Total Day (Day & Prime)
CNBC 2004 Athens Summer Olympic Audience: Daily Deliveries: Source: Nielsen Galaxy Explorer. CNBC 2004 Athens Summer Olympic Audience
MSNBC 2004 Athens Summer Olympic Audience: Source: Nielsen Galaxy Explorer. Daily Deliveries: MSNBC 2004 Athens Summer Olympic Audience
USA 2004 Athens Summer Olympic Audience: Source: Nielsen Galaxy Explorer. Daily Deliveries: USA 2004 Athens Summer Olympic Audience
The Olympic Games Reach a High Concentration of Receptive Viewers: The Olympic Games Reach a High Concentration of Receptive Viewers Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06). Watched Summer Olympics at home or outside home Plan to watch Summer Olympics next time shown Adults 18+ Index to National Average (100=Avg.)
The Olympics Delivers a Valuable Audience: The Olympics Delivers a Valuable Audience Adults 18+ Index to National Average (100=Avg.) Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
The Olympic Games Reach a High Concentration of Retail Shoppers: The Olympic Games Reach a High Concentration of Retail Shoppers Adults 18+ Index to National Average (100=Avg.) Home Improvement Stores Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
The Olympic Games Reach a High Concentration of Retail Shoppers: Adults 18+ Index to National Average (100=Avg.) Home Improvement Bought Last 12 Months The Olympic Games Reach a High Concentration of Retail Shoppers Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
The Olympic Games Reach a High Concentration of Retail Shoppers: The Olympic Games Reach a High Concentration of Retail Shoppers Adults 18+ Index to National Average (100=Avg.) Home Furnishing Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
Olympic Cable Coverage Reached 69 Million Viewers: Olympic Cable Coverage Reached 69 Million Viewers Department/Discount Stores
Made Any Purchase Within Department/Discount Stores Last 3 Months Adults 18+ Index to National Average (100=Avg.) Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
The Olympic Games Reach a High Concentration of Retail Shoppers: The Olympic Games Reach a High Concentration of Retail Shoppers Purchases made within Department/Discount Stores Last 3 Months Adults 18+ Index to National Average (100=Avg.) Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
The Olympic Games Reach a High Concentration of Retail Shoppers: The Olympic Games Reach a High Concentration of Retail Shoppers Adults 18+ Index to National Average (100=Avg.) Home Electronics Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
The Olympic Games Reach a High Concentration of Retail Shoppers: The Olympic Games Reach a High Concentration of Retail Shoppers Home Electronics Adults 18+ Index to National Average (100=Avg.) Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
The Olympic Games Reach a High Concentration of Retail Shoppers: The Olympic Games Reach a High Concentration of Retail Shoppers Adults 18+ Index to National Average (100=Avg.) Toys and Games Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
The Olympic Games Reach a High Concentration of Retail Shoppers: The Olympic Games Reach a High Concentration of Retail Shoppers Adults 18+ Index to National Average (100=Avg.) Types of Toys & Games Bought Last 12 Months Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
The Olympic Games Reach a High Concentration of Tech-Savvy Viewers: The Olympic Games Reach a High Concentration of Tech-Savvy Viewers Adults 18+ Index to National Average (100=Avg.) Attitudes About the Internet Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
The Olympic Games Reach a High Concentration of Tech-Savvy Viewers: The Olympic Games Reach a High Concentration of Tech-Savvy Viewers Adults 18+ Index to National Average (100=Avg.)
Online Activities Used/Visited Last 30 Days Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
The Olympic Games Reach the Retail Sector’s Target Audience: Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06). The Olympic Games Reach the Retail Sector’s Target Audience Consumers that are…
Actively shopping in home improvement and home furnishing stores
Frequently making purchases in department and discount stores
Spending on electronic equipment for the home and on the go
Buying a vast array of toys and games for all ages
Tech-savvy individuals who use the Internet for online shopping
Appointment TV viewers who arrange their schedules around the Olympics
Receptive and attentive viewers who will receive commercial messages
Olympic Viewers are Active Investors: Olympic Viewers are Active Investors Adults 18+ Index to National Average (100=Avg.) Types of Investments Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
Olympic Viewers: Financial: Olympic Viewers: Financial Adults 18+ Index to National Average (100=Avg.) Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
Olympic Viewers: Automotive: Adults 18+ Index to National Average (100=Avg.) Olympic Viewers: Automotive Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
Olympic Viewers: Travel: Olympic Viewers: Travel Adults 18+ Index to National Average (100=Avg.) Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
Olympic Viewers: Restaurants: Olympic Viewers: Restaurants Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06). Adults 18+ Index to National Average (100=Avg.)
Olympic Viewers: Restaurants: Olympic Viewers: Restaurants Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06). Adults 18+ Index to National Average (100=Avg.)
Olympic Viewers: Leisure Activities: Adults 18+ Index to National Average (100=Avg.) Olympic Viewers: Leisure Activities Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).
Olympic Viewers: Sports and Fitness: Olympic Viewers: Sports and Fitness Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06). Adults 18+ Index to National Average (100=Avg.) /
Olympic Viewers: Consume Sports: Olympic Viewers: Consume Sports Adults 18+ Index to National Average (100=Avg.) Source: Simmons Spring 2006 Adult Full Year (May ’05-June ’06).