1 ABOUT US
Since 2003, Sportsman Channel has been devoted to honoring the outdoor lifestyle that is celebrated by millions of Americans. The network features entertaining and informative programming that showcases outdoor adventure, hunting and fishing, and illustrates it through unique and authentic storytelling.
Sportsman Channel reaches 26 million U.S. television households.
2 THE POWER OF OSG
TV PRINT 34 mm Readers Monthly 42+ mm Households 15 Leading Outdoor Titles Sporting Specific and OTT Adventure-oriented 34 Special Interest Programming DIGITAL Publications
CONSUMER 19 Top Websites 13,000+ of your favorite OUTREACH PRODUCTION episodes (and growing!) 5.3 Million Aggregated SOCIAL Unique Users Stream/Download to mobile 183 Million Annual Page Views
Guns & Ammo Try N Buy Multiple World-Class Production Operations 6.9 mm Social Followers Hunt. Fish. Feed. ▪ Winnercomm ▪ WestWind
Source: Google Analytics, October 2017 – September 2018; Unique Users reflects average number of Unique Users for 30 days; Aggregated Unique figures do not account for duplication across 3 brands. Nielsen MarketBreaks: Dec’18 Combined UE for SPMN/OUTD. OVERVIEW – SPORTSMAN CHANNEL Sportsman Channel is focused on super-serving the highly-active American outdoorsman. The network features entertaining, engaging and trustworthy experts who emphasize education, instruction, product knowledge and the latest tips and techniques.
KEY AUDIENCE DATA • 82% male • 53 years median age
TARGET AUDIENCE • Dedicated and seasoned sportsman, highly active, variety of hobbies, hunting sensibilities, patriotic KEY CONTENT CATEGORIES • Education, instruction, product knowledge, latest tips & techniques, hunting, hunting tips, hunting techniques
THE SPORTSMAN DIFFERENCE • Readers, visitors and viewers rely on the expertise and knowledge of our editors and producers • Best-in-class contributors for the most relevant tips, tactics, advice • The “go-to” destination for reviews ensuring that their time spent in the field is more productive and rewarding
4 Source: MRI Doublebase 2018, Sportsman Channel Viewer, Watched in the last 7 days. TRUE TO THE CORE
Sportsman Channel features entertaining and trustworthy experts who emphasize education, instruction and product knowledge. When our viewers aren’t in the field, they tune in to Sportsman Channel for the latest tips and techniques. We target passionate, upscale outdoorsmen who are serious about hunting.
TARGET AUDIENCE SPORTSMAN CHANNEL VIEWER PROFILE STATS
Male 82%
Median Age 53 Years
Median HHI $64,000
Married 121
Owns a Dog 112
Owns a Home 105
Owns a 3+ acre lot 198 SERVING THE DEDICATED, SEASONED SPORTSMAN Whether hunting with friends or enjoying the solitude of nature, our target viewer is a highly- Some college + 77 active hunter who emphasizes strategy, tracking Outdoor Enthusiasts and is highly driven to succeed. 181 (hunt – fish – shoot)
Source: MRI Doublebase 2018, Sportsman Channel Viewer, Watched in the last 7 days; Some College + = has attended some college/vocational school or received any degree. Index = 100 5 WE REACH UPSCALE VIEWERS
Out of 117 Cable Networks measured by Nielsen: • SPMN ranks #14 and OUTD ranks #27 among Median HHI • Looking at C/D County Viewers, SPMN’s rank jumps to #6 and OUTD to #12
OUTD & SPMN have a higher Median HHI OUTD/SPMN Have a higher Median HHI in C/D counties than average in every county size than many “Upscale” News Networks
Total TV Users Outdoor Channel Nielsen: Nielsen: Median Median $100 News Network News Network HHI Total HHI C/D $80 U.S. County CNBC $76.4K Sportsman Channel $61.3K $60 Sportsman Channel $67.1K FOX Business Network $56.8K $40 FOX Business Network $66.0K MSNBC $56.7K $20 MSNBC $64.3K Outdoor Channel $56.6K FOXNC $63.6K CNBC $55.7K $0 CNN $63.4K FOXNC $51.9K All A B County C D C/D Outdoor Channel $63.2K CNN $48.7K County County County County HLN $48.4K HLN $42.2K
6 Source: Nielsen Marketbreaks; 2018 to-date (1/1/18-8/26/18); Data is Live +7; Total Day (M-Su 6A-6A)i OUR VIEWERS ARE SUPER INFLUENCERS
CATEGORY SUPER CATEGORY SUPER OSG Viewer OSG Viewer INFLUENCERS INFLUENCERS
Hunting 284 Home Remodeling 131
Fishing 237 Magazines 129 Sports Equipment 211 Other Alcohol 127 Automobiles 162 Automotive Beer 122 183 Products Radio 126 Other Vehicles 174
Real Estate 148 Finance/Investment 115
Source: 2018 MRI Doublebase, Base = All, Watched OUTD/SPMN in the last 7 days; WFN Audience based on Angler profile projected to WFN’s audience; Super Category Influencers are consumers who are deeply familiar with their category, frequent recommenders across broad social networks, highly 7 trusted and word of mouth leaders for products and services. Super Influencers have influenced more types of people than regular category Influencers AFFILIATE PARTNERS & DMA COVERAGE SPMN
DBS Cable/Telco/ 48% OTT 52%
8 WHERE OUTDOORSMEN LIVE Outdoor Enthusiasts by State
Source: MRI Doublebase 2018, OSG Trophy Group Readers and OSG Networks, including WFN prototype 9 STILL GROWING AND STRONG AMONG KEY DEMOS
SPORTSMAN CHANNEL POSTED SOLID DAYPART GROWTH 2018-TO-DATE VS. YAG AMONG ADULTS 25-54 & MEN 25-54
Adults 25-54 Men 25-54
Fringe Prime Weekend Total Day Fringe Prime Weekend Total Day
1Q-3Q'17 1Q-3Q'18 1Q-3Q'17 1Q-3Q'18
Source: Nielsen Media, Marketbreaks, Sportsman Channel, Live+7, Adults 25-54 & M25-54 Coverage Rating, 1Q-3Q’18 (1/1/18-9/30/18) vs 1Q-3Q’17 (12/26/16-9/24/17) by Dayparts 10 AUDIENCE TRENDS
Traditional Linear TV Platform Continues to Lead Digital usage across computer, smartphone, and tablet continue to play a growing role with the adult U.S. consumer
TV Viewing – Time Spent Per Day Digital Usage – Time Spent Per Day Time-Shifted TV Live TV App/Web on Tablet App/Web on Smartphone Internet on Computer Internet Connected Devices
0:47 0:36
2:22 Average Time Spent Per Day Average Time Spent Per Day 0:39 4:46 4:10 4:14 0:26
Source: Source: Nielsen Total Audience Report, Q1 2018, Adults 18+ 11 AUDIENCE TRENDS
Live TV & Time-Shifted Viewing Decreased Less Than 10 Minutes YOY
1Q’18 TV Viewing – Time Spent Per 1Q’17 TV Viewing – Time Spent Per Day Day Time-Shifted TV Live TV Time-Shifted TV Live TV
0:36 0:34
Average Time Spent Per Day Average Time Spent Per Day 4:46 4:55 4:10 4:21
Source: Source: Nielsen Total Audience Report, 1Q 2018 & 1Q 2017, Adults 18+ 12 CAPTIVATED AUDIENCE
Sportsman Channel delivers advertising with reach and depth to a captivated live Q3’18 DVR VIEWING BY NETWORK % watching % watching on audience through in-depth sponsorship NETWORK opportunities, including Product Placement in LIVE DVR shows, Endemic Endorsements, Social Media Sportsman Channel 89% 11% and Celebrity Appearances at Sponsor Events Outdoor Channel 86% 14%
A captivated audience delivers informed Nat Geo 84% 16% consumers. The Sportsman Channel audience watches live and stays engaged during relevant, History Channel 79% 21% endemic product commercials. Discovery Channel 70% 30%
NBC Sports 73% 27%
Source: Rentrak, Q3 2018, Average Audience, Live vs Live +7 viewing 13 OUR VIEWERS ARE HIGHLY ENGAGED
Sportsman Channel (#6T) and Outdoor Channel (#5T) both rank among the Top 15 networks in overall engagement (among reported 89 nets)
135
130 130 Overall Engagement Index Simmons Multi Media Engagement Study (Top 15 listed, followed by Index/Rank of similar skewing networks) 125
120 120 117 115 115 112 112 112 112 111 111 111 111 111 110 110 110
105
100 OWN TV COOKING DIY NETWORK TEENNICK TRAVEL CHANNEL VICELAND SPORTSMAN FOOD NETWORK DISCOVERY TV ONE OUTDOOR EL REY NETWORK BET MTV2 BEIN SPORTS CHANNEL CHANNEL FAMILY CHANNEL CHANNEL
Source: Simmons Research Spring 2018 MME 14 OUR VIEWERS TRUST US Our viewers buy products advertised on our networks. Sportsman Channel (#5) and Outdoor Channel (#6) in Ad Receptivity and Awareness
145 143 Ad Receptivity and Awareness Index 140 Simmons Multi Media Engagement Study (89 networks measured; Top 15 displayed) 136 135 132 130 130 127 126
125 121 120 120 121 120 118 118 118 117 116 115
110
105
100
95 GOLF CHANNEL COOKING CHANNEL DIY NETWORK LOGO TV VICELAND TV ONE NICKELODEON DISNEY XD TEENNICK OUTDOOR SPORTSMAN BET EL REY NETWORK MTV2 BEIN SPORTS CHANNEL CHANNEL
Source: Simmons Research Spring 2018 MME 15 SPORTSMAN VIEWERS VALUE OUR CHANNELS
Sportsman Channel viewers are engaged viewers. When asked to agree or disagree statements about programming they say:
• Ads in this fit well with the content (8) • Products/services advertised are high quality (6) • Ads on this help make purchase decisions (9) • More likely to buy products in ads on this (9) • I often pay attention to the ads on this (6)
Source: Simmons Research Spring 2018 MME 16 #DEERWEEK
Sportsman Channel showed substantial growth with Deer Week stunt programming amongst their target audiences of Men 18-49 and Men 25-54.
#DeerWeek 2018 Sportsman Channel
+49%
+39%
0.033 0.046 0.039 0.058
Men 18-49 Men 25-54
Prior 4 Weeks Deer Week 2018
Source: Nielsen, StarTrak, Live+7 Cvg Ratings; SPMN: M-F, SU 7P-12A, SA 5P-12A % time period growth, Deer Week (9/17/18-9/23/18) vs (Prior 4 Weeks 8/20/18-9/16/18). 17 MyOutdoorTV
MOTV launched a new platform that improves the user experience on all devices, and makes MOTV available to more people on more platforms, and, in more languages.
• New Platforms – Roku, Apple TV, Xbox and Amazon Fire (added to iOS/Apple and Android/Google platforms) – Represents over 30,000,000 devices that MOTV is available on. – Reaches millions of potential subscribers who may not get our linear channels. • Allows us to better reflect the seasonality of the outdoors; we can customize the hunt/fish/shoot content that subscribers see by season, by species, by month, by week. • Has the ability to recommend videos to subscribers, to keep them watching, to maximize the value of their MOTV subscription.
• Global Reach • Available in 195 markets around the globe. • Language Versions of MOTV have been launched in German, Danish and French • Goals in 2019: – Adding subtitles to some MOTV content in these languages. – build the popularity of our OSG Producers globally.
18 DIGITAL ENHANCEMENTS
Website redesign 2018
Enhanced features and benefits: • Ad Structure that is friendlier in today’s market • Eliminated intrusive ads that diminish return visits • Focus on “viewable” impressions by placing ads where viewers are – inside content
• Content Offerings: • Stronger focus on video for increased pre-roll impressions • Robust podcast offerings • Opportunity for exclusive online content
• Increased User Engagement • Longer time on site and increased page views through employment of machine learning, recommendation engine that helps promote “second click”
19 SOCIAL
OVER 1.15 MILLION SOCIAL MEDIA FOLLOWERS!
Facebook Likes 814,838
Twitter Followers 102,000
YouTube Subscribers 88,471
Google+ Followers 1,080
Instagram Followers 144,000
Pinterest Followers 3,736
20 APPENDIX
21 WAY OF LIFE – SPORTSMAN CHANNEL
ACTIVE PARTICIPANTS HUNTING/FISHING PURCHASES (in past 12 months) (OWN)
Bow: 199 Any hunting: 314 Hunting Knife: 130 Hunting with rifle: 342 Binoculars: 136 Hunting with shotgun: 316 Rifle: 219
Target shooting: 198 Shotgun: 209
Spent $100+ on Hunting Clothing: 364 Fishing Reel: 186 Fishing Rod: 177
Our Audience is Actively Involved! Fishing Lures or Hooks: 183
A Sportsman Channel viewer is 214% more Fish Finder 337 likely to have participated in hunting in the past 12-months than the National Average. Other Fishing Equipment: 200
Source: 2018 MRI Doublebase, Sportsman Channel Viewer, Watched in the last 7 days. Index = 100i 22 SPORTSMAN CANADA
• Launches January 2019
• WFN becomes Sportsman Channel in Canada only
• The new network will be called Sportsman Channel (not Sportsman Canada)
• Combines the best programming from WFN, Sportsman Channel and Outdoor Channel
• Celebration of the outdoor lifestyle and traditions Canadians love
• Offered on a Sports Pack and a la carte
• Home to 500,000 subscribers and growing
• Strong affiliate partnerships with Bell, Shaw, Cogeco and others