Slide1: EMS Summer 2007


Slide2: EMS background Industry development The Sky News viewer profile Competitive Positioning AGENDA


Slide3: With a sample of 16,029 individuals weighted to represent 39,462,000, EMS is the largest single source survey of Europe’s most affluent individuals, focussing on individuals in the top 20% of European households (top 13% of all adults). EMS Select (top 3% of adults) and EMS Top 5% samples ensure robust targeting of the European Elite. Strong industry support ensures EMS is developed with input from most major International Media companies, thus is more transparent, unbiased and relevant. The survey spans 16 major European markets, providing a robust overview across : Austria Belgium Luxembourg Denmark Finland France Germany Ireland Italy Netherlands Norway Portugal Spain Sweden Switzerland UK EMS continues to recognise the importance of Central Europe with the continuing expansion into Central European markets. THE EUROPEAN MEDIA AND MARKETING SURVEY


Slide4: EMS is conducted by Interview NSS. Recent acquisition by Synovate means it will continue to align with PAX in Asia EMS incorporates a 3-way methodology: Random telephone screening Telephone questionnaire Print and TV data Key classification data – demographics and job position Postal Questionnaire Incentive – A gift AND a charity donation or competition entry Product and marketing data THE EUROPEAN MEDIA AND MARKETING SURVEY


Slide5: Agency and others With widespread and growing support, EMS is increasingly accepted as the most influential planning currency in Europe Carat International Initiaitive Nedia Intermedia MPG UK MediaCom UK OMD Mediaedge: CIA Mindshare Starcom Universal McCann Zenith Optimedia Paris/London Cyprus Tourism Organisation Inviseo Aviator EMS SUBSCRIBERS


Slide6: EMS Poland included since Summer 2006 Hungary & Czech Republic introduced in Summer 2007 Poland Universe: 3,037,000 Sample:634 Hungary Universe:755,000 Sample:529 Czech Rebublic Universe: 971,000 Sample: 481 Total C-EMS Universe: 4,763,000 Sample:1,644 Introduction of Russia planned for 2008 Income Threshholds: Poland: PLN 33,800 Hungary:HUF2,300,000 Czech Repub:CZK 275,000 APPROX €10k per annum! CONTINUED GROWTH OF C-EMS Total EMS/ C-EMS Universe: 44,225,000 Sample: 17,673


Slide7: Senior managers of companies with 10+ employees, responsible for other employees and annual income of €40k+ OR Company owners OR 6+ international or business flights and personal income of €40k+ OR Personal income of €80k+ EMS Select: 9 million Top managers, self employed professionals, senior officials (education and govt) Personal income of €70K+ 6+ international business trips EMS Top 5%: 14 million - EMS: 44 million Europe’s top 13% Top 20% of households based on HHI EMS SELECT AND TOP 5%


Slide8: THE SKY NEWS VIEWER PROFILE


Slide9: Source: EMS/C-EMS 2007 – All respondents base: 44,225,000 Sky News Daily Viewers: 2,095,000 71% Male : 29% Female 42% of viewers fall within the top 5% of the EMS universe 29% fall within the elite EMS Select universe 94% are citizens of the country they reside in. A quarter have lived/worked/been educated abroad Average age - 44 On average they earn a personal income of €58,635 47% are educated to degree standard or higher On average they have 2 children living at home THE SKY NEWS VIEWER SNAPSHOT 86% own personal investments. 1/3 traded stocks/shares in the last year. 64% are purchase decision makers. On average they work 46 hours per week and have responsibility for 20 other employees 18% are influential opinion leaders who have undertaken 3+ influential activities in the last year Almost half took 3+ return air trips in the last year. 24% took 3+ business air trips 66% own 2 or more cars in their household


Slide10: Average Index = 100 OPINIONS OF THE SKY NEWS VIEWER Source: EMS/C-EMS 2007 – All respondents base: 44,225,000 Sky News Daily Viewers: 2,095,000


Slide11: Source: EMS/C-EMS 2007 – All respondents base: 44,225,000 UK Base: 6,339,000 Sky News reaches 16% of all UK respondents on a daily basis – significantly more than any other PE news or business channels SKY NEWS IS THE LEADING PE NEWS/ BUSINESS CHANNEL IN THE UK UK Daily Reach (000)


Slide12: SKY NEWS CONTINUES TO GROW OUTSIDE THE UK Source: EMS 2006 – All respondents base: 42,427,000 Sky News is steadily increasing reach outside of the UK and reaches more non-UK viewers than BBC World, Bloomberg and CNBC Source: EMS – All ex C-EMS


Slide13: COMPETITIVE POSITIONING


Slide14: Daily Reach (000) SKY NEWS MAINTAINS LEADING DAILY REACH VS MAIN COMPETITORS Source: EMS/C-EMS 2007 – All respondents base: 44,225,000


Slide15: Daily Reach % Source: Select base: 9,031,000 SKY NEWS PROVIDES STRONG COMPETITIVE REACH ON EMS SELECT


Slide16: Source: EMS/C-EMS 2007 – All respondents base: 44,225,000 SKY NEWS REACHES AN ELITE BUSINESS AUDIENCE…… Daily Reach %


Slide17: Source: EMS 2006 – All respondents base: 42,427,000 SKY NEWS REACHES THE UPSCALE CONSUMER Daily Reach % Source: EMS/C-EMS 2007 – All respondents base: 44,225,000


Slide18: Source: EMS 2006 – All respondents base: 42,427,000 SKY NEWS REACHES THE FREQUENT TRAVELLER Daily Reach % Source: EMS/C-EMS 2007 – All respondents base: 44,225,000


Slide19: SKY NEWS FORMS PART OF A LEADING MEDIA GROUP Daily Reach/AIR % - Total Source: EMS/C-EMS 2007 – All respondents base: 44,225,000


Slide20: Sky New Solus Reach % Duplicated Reach % Bloomberg CNBC Euronews BBC World CNN Total Sky News Daily Reach = 4.7% Source: EMS/C-EMS 2007 – All respondents base: 44,225,000 SKY NEWS REACHES A UNIQUE AUDIENCE…


Slide21: Asked during the telephone questionnaire Respondents are asked during which time periods yesterday they watched each channel for at least 2 minutes. They are then asked: When did you start watching this channel? When did you stop watching this channel? Did you watch continuously during this period? Were there any other periods in this day part when you were watching? Interviewers then code this into 9 day parts EMS DAYPART VIEWING


Slide22: Average Audience Mon-Sun (000) EMS Ratings: Day parts viewed by channel yesterday per quarter hour Source: EMS/CEMS 2007 – All respondents base: 44,225,000 Sky News achieves strong reach throughout the day SKY NEWS AVERAGE DAYPART RATINGS


Slide23: Average Audience Mon-Sun (000) EMS Ratings: Day parts viewed by channel yesterday per quarter hour Source: EMS/CEMS 2007 – All respondents base: 44,225,000 Sky News combines effectively with NGC to ensure strong coverage throughout the day COMPETITIVE DAYPART RATINGS


Slide24: Based on M-S peaktime (1900 – 2400h) CNN achieves higher peaktime reach But Sky News offers low CPT Rate $US 5,534 2,800 4,514 2,571 1,880 2,077 Source: EMS/CEMS 2007 – All respondents base: 44,225,000, Rates: Monday-Sunday average PT, Exchange rate: €1 = 1.34 CNN & Bloomberg based on 2006 rates SKY NEWS OFFERS COST EFFICIENCY


Slide25: BUDGET: $500,000 Scenario 1 – 130 spots CNN: 66 spots 19.00-00.00 Mon to Sun CNBC 64 spots 19.00-00.00 Mon to Sun Scenario 2 – 154 spots CNN: 52 spots 19.00-00.00 Mon to Sun CNBC 52 spots 19.00-00.00 Mon to Sun Bloomberg 50 spots 19.00-00.00 Mon to Sun Scenario 3 – 160 spots CNN: 38 spots 19.00-00.00 Mon to Sun CNBC 38 spots 19.00-00.00 Mon to Sun Bloomberg 38 spots 19.00-00.00 Mon to Sun Sky News 46 spots 19.00-00.00 Mon to Sun SKY NEWS ADDS VALUE TO A SCHEDULE


Slide26: Results: Scenario 1 Scenario 2 Scenario 3 Budget US$ - rate card 501,040 500,380 500,060 Total Spots: 130 154 160 GRP 30 29 35.8 Impacts (000) 13,222 12,829 15,845 Reach 1+ (%) 18.2% 17.8% 21.0% Reach 1+ (000) 8,063 7,888 9,305 CPM ($) 38 39 32 Ave Frequency 1.6 1.6 1.7 SKY NEWS ADDS VALUE TO A SCHEDULE Source: EMS/CEMS 2007 – All respondents base: 44,225,000, Rates: Monday-Sunday average PT, Exchange rate: €1 = 1.34 CNN & Bloomberg based on 2006 rates


Slide27: SUMMARY Sky News is the channels that upscale Europeans turn to on a daily basis for news and business information Sky News offers strong competitive daily reach across a wide range of target groups Sky News combines effectively with its partner brands Ratings remain strong throughout the day, not just during peaktime Adding Sky News to a PE schedule adds a variety of key strengths to a campaign


Slide28: EMS Summer 2007