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HISTORY MARKETING

Great Programming Deserves Great Marketing. HISTORY MARKETING. June 2, 2010. BUILDING ON A LEGACY OF QUALITY. Brand has stood for quality and trust since launch

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HISTORY MARKETING

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  1. Great Programming Deserves Great Marketing HISTORY MARKETING June 2, 2010

  2. BUILDING ON A LEGACY OF QUALITY • Brand has stood for quality and trust since launch • Trusted brand means fans give History brand permission to stretch our boundaries…to be entertaining, as well as informative. • Always top tier in Equitrend – 2010 wave moved us even higher among TV brands known for quality -- #2 among 76 television nets

  3. HISTORY’S BUSINESS STRATEGY: A QUICK RECAP • Think BIG - - become a “Broad Reach Niche” • Retain Core audience (loyal viewers, heavy frequency, high duration, average 17 nights per month, stay 45 - 50 minutes) • Grow Outer Core (younger occasional viewers, low frequency, high duration, average 2-3 nights per month, stay 45 – 50 minutes)

  4. DID IT WORK? AND HOW! Retained original Inner Core +GrewInner Core even more +Enlarged Outer Core = Huge Ratings Success

  5. TRACKING CORE VIEWERS History A18-54 Prime Rating Among Inner & Outer Core Audience Inner Core Outer Core +10% +16% 1.25 1.38 0.32 0.37 Jul’08 Dec’09 Jul’08 Dec’09 Nielsen, Live+SD, Dec’09 (latest month tracked) vs. Jul’08 (first month tracked). Inner Core = Explorers/Campaigners. Outer Core = Warriors. The network’s composite A18-54 delivery increased 16% over the same period.

  6. RATINGS UP, AGE DOWN History’s Prime Delivery & Rank Among All Ad-Supported Cable A25-54 +51% #5 774 52 #5 706 MEDIAN AGE OF ORIGINAL SERIES A18-49 +67% #11 513 47 #17 424 FAR OUTPACING CABLE GROWTH Top 20 Cable Nets A18-49: +4% A25-54: +4% 2006 2010 Nielsen, Live+SD, Full Year 2006-2009, 2010 thru 5/16, M-Su/8-11pm. Top 20 ad-supported cable nets based on 2010 rankings.

  7. HISTORY BRAND 2.0: HOW DID WE DO IT? • Build on refreshed logo, strategic Made Every Day positioning, evolved on-air look • Amp up brand insistence (consumers going out of their way to interact with us on a daily basis) • Deliver on brand expectations for quality experience with enhanced sense of place • Create a destination for our programming franchises and the personalities they reflect

  8. ON-AIR Blue Room Sizzle TRT 1:20

  9. INFUSE POSITIONING INTO TUNE-IN • Integrate Made Every Day into our DNA - - not just as tags • Keep creative fresh, dynamic & surprising for loyal fans & new viewers

  10. Made Every Day Montage TRT 1:45

  11. DON’T BE AFRAID TO TAKE CREATIVE RISKS Innovative ideas usually mean doing something nobody has tried before • Think big, think Times Square • Involve advertisers with fresh new integrated content

  12. SHOW: TOP SHOT TIMES SQUARE :60 INTEGRATION MONTAGE 2:00 (AX MEN / VERIZON & CAVEMAN GEICO) _________ TRT 3:00

  13. MAKING AN “OLD” HISTORY TOPIC YOUNG AGAINWWII IN HD Marketing Challenge: • Bring in Outer Core viewers, who skew younger (WWII is expected black-and-white subject; traditionally appealed to Core viewers, who are older) Creative Solution: • Focus on new excitement of WWII in color • Capitalize on huge popularity of WWII video game with younger male audience

  14. MAKING AN “OLD” HISTORY TOPIC YOUNG AGAINWWII IN HD Results: • Ratings Success: Top original cable program on its debut night, with 2.6 million viewers. Over the course of 10-hour event, 24.1 million viewers watched some portion of the program • Creative Success: 10 Promax Finalists! (integrated campaign, radio, out-of-home, phone apps, home page take over, etc.)

  15. SHOW WW2 MONTAGE B&W .30 Select from X Box .30 Critic Spot .30 NY Life .30 TRT 2:00

  16. AMERICA: THE STORY OF US Premiere night was highest-rated and most watched show in network’s history • 5.7 million viewers • #1 cable program in its time slot

  17. SHOW CASE HISTORY AMERICA TRT 8:00

  18. HISTORY BRAND 2.0 • Up the ante for marketing story-telling! • Programming creates The Story - - Marketing creates the story about The Story…

  19. SHOW FACTORY SPOT TRT :60

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