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Dr. Oz: Health and Wellness Opportunity

Explore advertising, sales, and partnership opportunities with Dr. Oz to reach a health and wellness-focused audience. Increase revenue through show extensions, online opportunities, and sponsorships.

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Dr. Oz: Health and Wellness Opportunity

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  1. Dr. Oz Advertiser Sales Partnership April 2008

  2. Contents • Advertisers • CPMs • Show Extensions • Online Opportunities • Sponsorships

  3. Advertisers • The largest spending categories of advertisers in the early morning/ daytime/ fringe dayparts are health and wellness, pharmaceuticals, food, weight loss and beauty, all of which contribute approximately 65% of the overall daypart spend – health and wellness is the single largest category at 25% • Top advertisers in Oprah and Dr. Phil, outside of the categories listed above, are Target and Wal-Mart, which aggregate all of the above individual spending categories • The View’s single-largest category spend is Health and Wellness Dr. Oz is well-positioned against the majority of ad dollars in the daypart

  4. CPMs • Daytime CPMs for W18-49 range from a low of $8.00 to $37.00 with the notable high being Oprah • Highest CPMs are commanded by shows delivering a combination of high ratings and quality content – most recent entrants in that category (Rachael Ray, Ellen) have achieved more modest ratings with quality content and are commanding CPMs in the mid- to high-teens Given the positive content, Oprah platform and strong daytime market, we think that Dr. Oz can be introduced in the high-teen range and continue to experience CPM growth with the show’s success

  5. Show Extensions • Dr. Oz provides a unique platform to introduce content into the early morning and local newscasts • Our :10 Solution business provides an opportunity to drive revenue to the show in a daypart not ordinarily accessible to syndication • We have projected one :10 spot per day worth a approximately $1MM - this revenue would increase if the Dr. Oz segment was double-run with the early morning newscast Dr. Oz has the perfect on-air platform to grow revenue due to opportunities with show extensions

  6. Online Opportunities • Streaming programs online drives engagement – exposure to the program increases while advertising opportunities within the show provide high exposure to brands • Our Digital Ad Sales business provides an opportunity to drive revenue to the show in an exciting, growing medium According to Convergence Consulting estimates, anticipated spending for Upfront 2008-09 for programs streamed online is $2.3B, and Dr. Oz is expected to capture a good portion of this online ad revenue

  7. Sponsorships • In addition to :30 and :10 inventory, sponsorship revenue with product integration has become a high-demand area in daytime programming • Shows like Rachael Ray, Martha and Ellen have been leading the way, realizing six-figure integration fees in addition to a media schedule Dr. Oz’s revenue is anticipated to potentially drive another $1M - $2M through Health and Wellness and Beauty sponsorships

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