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Politica Commerciale Tv POLITICA COMMERCIALE TV 1 MARZO – 6 GIUGNO 2020 INDICE • Offerta Warner Media • Profilo e ascolti • Palinsesto editoriale • Palinsesto pubblicitario e listino acquisti • Moduli • Iniziative speciali • Sponsorship & promotion: case history e creatività • Supplementi e coefficienti I Nostri Brand L’OFFERTA WARNERMEDIA ADVERTISING 2 CANALI TV 300 CONTENUTI 2 SITI 8 CANALI ON DEMAND 18 APP YOUTUBE OPPORTUNITÀ ADV TABELLARE ADV + PRE-ROLL + PRE-ROLL + DISPLAY + PRE-ROLL + INIZIATIVE SPECIALI INIZIATIVE SPECIALI NATIVE + INIZIATIVE SPECIALI BUMPER + SPONSORSHIP + BRANDED CONTENT OBIETTIVI AWARENESS - INTEREST AWARENESS - INTEREST AWARENESS-INTEREST-PURCHASE INTEREST-PURCHASE L’OFFERTA TV ° CANALE 1 KIDS PAY Nel 2019 CARTOON NETWORK si conferma il canale kids più visto sulla piattaforma SKY dal target bambini 4-14, 4-10 e sul focus target 6-10 anni e sugli individui 4+. Il canale dei classici di animazione WARNER BROS., HANNA & BARBERA, più amati dai bambini. Target 4-6 anni Fonte Auditel 2019 IL PROFILO IL 60% DEI BAMBINI DI CARTOON NETWORK HA IN MODO COMPLEMENTARE, UN’ETÀ COMPRESA TRA I 6 E I 9 ANNI. IL 70% DEI BAMBINI DI BOOMERANG HA UN’ETÀ COMPRESA TRA I 4 ED I 7 ANNI. 11-14 11-14 4-5 8-10 4-5 6-7 8-10 6-7 Fonte Auditel 2019 LA CAPACITÀ DI SPESA L’OFFERTA WARNER MEDIA, COSI’ COME L’INTERO COMPARTO SAT, SI CARATTERIZZA PER UN PROFILO D’ASCOLTO CON ELEVATE CAPACITA’ DI SPESA E CONSUMO Composizione dell’ascolto televisivo (ADH%) – tgt Indivdui 6% Le classi socio economiche Auditel 22% Il 94% dell’audience di 20% Cartoon Network e Alta 10% della popolazione Boomerang appartiene Medio Alta 20% della popolazione alle CSE Alta, Medio 42% Media 35% della popolazione Alta e Media 46% Medio Bassa 20% della popolazione Bassa 15% della popolazione 30% 17% 11% 5% WarnerTURNER Media KIDS DTT Fonte Auditel 2019 GLI ASCOLTI TOP SHOW Teen Titans Go!, Gumball e Craig of the Creek si confermano top show di CARTOON NEWORK. TTG e Gumball raggiungono ogni mese circa 600 mila contatti kids medi e oltre 1.3 milioni contatti sugli individui. Craig raggiunge circa 500 mila contatti kids e 1 Mio contatti individui. Su BOOMERANG i top show sono Scooby Doo e Doraemon. In particolare Scooby raggiunge ogni mese circa 300 mila contatti kids e oltre 600 mila contatti individui. Molto bene Ben 10 su Boomerang, con picchi di ascolto di circa 20 mila amr kids! Fonte Auditel 2019 PALINSESTO EDITORIALE MARZO 26 MARZO/5 APRILE In arrivo in primavera, il canale interamente dedicato ad una delle serie più amate dai bambini: Lo Straordinario Mondo di Gumball. In esclusiva su CN +1. APRILE POWER PLAYERS THUNDERCATS ROAR NUOVA SERIE NUOVA SERIE MAGGIO MAO MAO POWER RANGERS NUOVI EPISODI NUOVA SERIE GIUGNO APPLE & ONION GLI ACCHIAPPAMOSTRI NUOVI EPISODI NUOVA SERIE PALINSESTO EDITORIALE MARZO SCOOBY-DOO and GUESS WHO? YABBA DABBA DINOSAURS NUOVI EPISODI NUOVA SERIE APRILE TOM and JERRY NUOVI EPISODI MAGGIO BEN 10 AGENTE BINKY NUOVI EPISODI NUOVA SERIE GIUGNO POP UP CHANNEL DORAEMON LOONEY TUNES NUOVI EPISODI Dal 4 al 14 Giugno Boomerang +1 si trasformerà nel canale dedicato ad una delle serie classiche più viste e amate dai bambini: i Looney Tunes. PALINSESTO PUBBLICITARIO E LISTINO ACQUISTI UNA NUOVA POLITICA REDISTRIBUZIONE BREAK SHARE OF VOICE Un palinsesto pubblicitario molto Durata dei break ridotta attento alle dinamiche dell’audience: (2’ o massimo 3’) break distribuiti nei momenti di per una maggior visibilità dei brand maggior ascolto dei canali! negli spazi pubblicitari Fasce senza interruzioni pubblicitarie in Per ogni ora, un massimo di 6 minuti di pubblicità punti ora specifici e differenti tra (3 break da 2 minuti o 2 break da 3 minuti) Cartoon Network e Boomerang*. *la modifica del palinsesto pubblicitario su Cartoon Network andrà a regime da aprile 2020 PALINSESTO PUBBLICITARIO DOM LUN MAR MER GIO VEN SAB 07:00 MORNING 09:00 NO AD 13:00 13:30 AFTERNOON 17:00 EVENING 22:00 *Il palinsesto pubblicitario su Cartoon Network andrà a regime con le fasce orarie della nuova politica a partire da aprile 2020 PALINSESTO PUBBLICITARIO DOM LUN MAR MER GIO VEN SAB 07:00 COLAZIONE 09:00 10:00 NO AD 12:30 13:30 PRANZO 17:00 CENA 22:00 LISTINO ACQUISTO A MODULO 1 MARZO– 6 GIUGNO 2020 Listino Tabellare 30’’ Acquisto in Modulo MORNING Lun/ven 7.00-9.00 700 € Sab/dom 7.00-9.00 AFTERNOON Lun/ven 13.30-17.00 1.200 € Sab/dom 13.00-17.00 EVENING Lun/dom 17.00-22.00 1.550 € *Il palinsesto pubblicitario su Cartoon Network andrà a regime con le fasce orarie della nuova politica a partire da aprile 2020 LISTINO ACQUISTO A MODULO 1 MARZO– 6 GIUGNO 2020 + Listino Tabellare 30’’ Acquisto in Modulo COLAZIONE Lun/ven 7.00-9.00 250€ Sab/dom 7.00-10.00 PRANZO Lun/ven 12.30-17.00 300€ Sab/dom 13.30-17.00 CENA Lun/dom 17.00-22.00 475€ MODULI MODULO CARTOON NETWORK MODULO SETTIMANALE (DOMENICA-SABATO) SPOT TABELLARE 30’’ Dettaglio composizione Modulo Settimanale Stime e Listini Modulo Settimanale Tot.passaggi 180 Grp’s 4-10 10,5 MORNING 15 15 Grp’s 6-10 12,1 AFTERNOON 30 30 Listino 30” EVENING 45 45 € 116.250 MODULO BOOMERANG MODULO SETTIMANALE (DOMENICA-SABATO) SPOT TABELLARE 30’’ Dettaglio composizione Modulo Settimanale Stime e Listini Modulo Settimanale Tot.passaggi 180 Grp’s 4-10 3,9 COLAZIONE 15 15 Grp’s 4-7 5,5 PRANZO 35 35 Listino 30” CENA 40 40 € 33.250 SPONSORSHIP & PROMOTION: GLI SPAZI MEDIA LE INIZIATIVE SPECIALI Sponsorizzazione Pacchetto Countdown Diari Top Spot Cornice edicola Fasce Shuttle cinema SPONSORIZZAZIONE FASCE TOP MODULO SETTIMANALE (DOMENICA-SABATO) Dettaglio composizione Modulo Settimanale BILLBOARD 15’’ In/Out OBIETTIVO Sfruttare le performance delle fasce orarie TOP selezionate PROGRAMMAZIONE BILLBOARD MORNING 28 28 Ogni giorno dal Lunedì alla Domenica Dalle 7:00 alle 9:00 - 13:00 alle 15:00 - dalle 17:00 alle 20:00 AFTERNOON 28 28 EVENING 42 42 Tot.passaggi 196 Grp’s 4-10 10,9 Esempio di grafica billboard Listino 15”: € 103.513 SPONSORIZZAZIONE FASCE TOP MODULO SETTIMANALE (DOMENICA-SABATO) Dettaglio composizione Modulo Settimanale BILLBOARD 15’’ In/Out OBIETTIVO Sfruttare le performance delle fasce orarie TOP selezionate COLAZIONE 28 28 PROGRAMMAZIONE BILLBOARD: Ogni giorno dal Lunedì alla Domenica PRANZO 46 46 Dalle 7:00 alle 9:00 WD (dalle 8:00 alle 10:00 WE) Dalle 13:00 alle 15:00 - dalle 17:00 alle 20:00 CENA 56 56 Tot.passaggi 260 Grp’s 4-10 5,6 Listino 15”: € 41.475 Esempio di grafica billboard PACCHETTO SHUTTLE MODULO SETTIMANALE (DOMENICA-SABATO) INIZIATIVA SPECIALE 15’’ COUNTDOWN BREAK POSIZIONE UNICA OBIETTIVO Riservare in esclusiva l’ultima posizione del break ai clienti del pacchetto Shuttle DETTAGLI Pacchetto settimanale dalla domenica al sabato Formato: iniziativa speciale 15’’ incorniciata con animazione countdown al termine del break Esempio grafica billboard per Cartoon Network e Boomerang PACCHETTO SHUTTLE MODULO SETTIMANALE (DOMENICA-SABATO) INIZIATIVA SPECIALE ‘SHUTTLE’ 15’’ Dettaglio composizione Modulo Settimanale Stime e Listini Modulo Settimanale Tot.passaggi 150 Grp’s 4-10 8,9 MORNING 10 10 Grp’s 6-10 10,2 AFTERNOON 25 25 Listino 15” EVENING 40 40 € 103.950 PACCHETTO SHUTTLE MODULO SETTIMANALE (DOMENICA-SABATO) INIZIATIVA SPECIALE ‘SHUTTLE’ 15’’ Dettaglio composizione Modulo Settimanale Stime e Listini Modulo Settimanale Tot.passaggi 150 Grp’s 4-10 3,3 COLAZIONE 10 10 Grp’s 4-7 4,7 PRANZO 30 30 Listino 15” CENA 35 35 € 29.531 DIARI MODULO SETTIMANALE (DOMENICA-SABATO) DIARI 15’’ Dettaglio composizione Modulo Settimanale Stime e Listini Modulo Settimanale Tot.passaggi 150 Grp’s 4-10 8,9 MORNING 10 10 Grp’s 6-10 10,2 AFTERNOON 25 25 Listino 15” EVENING 40 40 € 86.625 DIARI MODULO SETTIMANALE (DOMENICA-SABATO) DIARI 15’’ Dettaglio composizione Modulo Settimanale Stime e Listini Modulo Settimanale Tot.passaggi 150 Grp’s 4-10 3,3 COLAZIONE 10 10 Grp’s 4-7 4,7 PRANZO 30 30 Listino 15” CENA 35 35 € 24.609 PACCHETTO TOP SPOT Il TOP SPOT E’ IN POSIZIONE ESCLUSIVA ed è il formato disponibile su CN e BOOM con cornice e posizione di rilevo fuori dal break pubblicitario. OBIETTIVO: riservare in esclusiva la posizione fuori dal break MODULO SETTIMANALE (DOMENICA-SABATO) Formato: Spot 15’’ incorniciato in speciale billboard animato COMMERCIAL SHOW SHOW BREAK BREAK BREAK PROMO PROMO PROMO PROMO TOP SPOT TOP EDITORIALE EDITORIALE BUMPER OPEN OPEN BUMPER BUMPER CLOSE CLOSE BUMPER PACCHETTO TOP SPOT MODULO SETTIMANALE (DOMENICA-SABATO) INIZIATIVA SPECIALE ‘TOP SPOT’ 15’’ Dettaglio composizione Modulo Settimanale Stime e Listini Modulo Settimanale Tot.passaggi 150 Grp’s 4-10 8,9 MORNING 10 10 Grp’s 6-10 10,2 AFTERNOON 25 25 Listino 15” - € 103.950 EVENING 40 40 Richiesta netta 15” - € 7.000 PACCHETTO TOP SPOT MODULO SETTIMANALE (DOMENICA-SABATO) INIZIATIVA SPECIALE ‘TOP SPOT’ 15’’ Dettaglio composizione Modulo Settimanale Stime e Listini Modulo Settimanale Tot.passaggi 150 Grp’s 4-10 3,3 COLAZIONE 10 10 Grp’s 4-7 4,7 PRANZO 30 30 Listino 15” - € 29.531 CENA 35 35 Richiesta netta 15” - € 2.000 COUNT DOWN OBIETTIVO Incrementare l’attesa e l’attenzione sull’uscita di un film o di un prodotto DETTAGLI Esempio di grafica billboard CN MODULO DI OTTO GIORNI FORMATO: 20’’ (15’’+5’’) A partire dai 7 giorni precedenti l’uscita del film o del prodotto, in Tv verrà pianificato uno spot da 20’’ con il conto alla rovescia (da -7, ad oggi al cinema/nei negozi). Il cliente fornirà lo spot da 15’’ che sarà integrato nella cornice di canale con il count down, per una durata totale di 20’’.
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