GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART Table of contents INTRODUCTION ROI DRIVEN Broadcast 2 Introduction Letter 35 Cable 3 Cable: The Media of Choice Reach More Consumers; More Effective Frequency GET CONNECTED 39 5 About NCC Media Price vs. Consumer Value 6 Cable, Satellite, and TARGETED Telco Interconnected 8 Connecting Advertisers to 41 Geo-Targeting Consumers in Cable Programming State Market County System GET SMART 11 SMART: The Acronym for Success in Cable 43 Targeting Multicultural Consumers SIMPLE 45 Micro-Targeting at the Cable System Level 13 eBusiness Agency Support MARKET FOCUSED BE EVERYWHERE 15 Viewer Migration to Cable 47 NCC Online Media 16 Broadcast Prime and Local 49 News Viewing Trends The Right Sites for your 20 Complementing Network Brand in Every Market Cable with Spot Cable 50 NCC Interactive Media: iTV and VOD ADAPTABLE 51 Mobile Marketing 51 23 The Right Cable Programming for Your Brand in Every Market NCC CONSULTATIVE RESOURCES 52 Investment Grade Research, Programming and Marketing Analysis 30 Reach Sports Enthusiasts More Effectively 54 The Company We Keep 55 Top 10 Key Media Buying and Planning Guidelines for Spot Television 32 Cable Program Sponsorships and Sweepstakes 1 GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART NCC Media and our owners—Comcast, Time Warner Cable and Cox Media— have implemented a remarkable new set of strategic growth initiatives and partnerships. Among these recent developments, the most important and fascinating one is the forming of alliances between NCC, cable operators and satellite and telco programming distributors, including DIRECTV, AT&T U-verse and VERIZON FiOS. We now offer advertisers a local market ad platform that will significantly expand your ad penetration, your consumer reach and the GRP’s available to you in cable programming. We call this platform I+: Cable… Satellite…and Telco… Interconnected. All told, I+ adds over 11 million homes to NCC’s reach. That’s 26 million new consumers, able to receive and respond to your local ads in cable program- ming for the first time. The increase in ad reach in major markets like Los Angeles, Dallas, Atlanta, Phoenix and others is especially important as it will eradicate any remaining ad agency cable penetration buying impediments. Beyond I+, we have made significant investments in new targeted ad technol- ogy, eBusiness improvements and SMART+ consultative resources. These initiatives, combined with cable’s remarkable ascendancy in programming and audience, enable NCC to deliver more reach to more consumers more effectively than ever. Our affiliates have accelerated their development of cable, online, and digital TV ad platforms, and there are more opportunities for you to utilize real multiplatform marketing opportunities than ever before. Interactive platforms like iTV and VOD, and NCC’s dominant locally targeted online networks can ensure that your local market message will be everywhere via one integrated media buy. There’s never been a better time to put cable programming and NCC’s digital platforms to work for your brands. We are going to prove to you that cable, and NCC Media, should be the centerpiece of your local market media plans. Sincerely, Greg Schaefer President, NCC 2 ESSENTIAL GUIDE TO NCC MEDIA GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART Cable is the media of choice Cable operators’ new partnerships with Satellite and Telco providers, and viewers’ ever increasing connection to our programming has made Cable the media of choice for 2012 and beyond. Get connected with NCC Media, and access more consumers in every market. Learn more about our industry leading SMART+ suite of consultative products. Get detailed information on WHY cable deserves a prominent position in your local media plan and HOW to most effectively plan and buy cable to maximize your investment. Get engaged by the new local market digital media platforms that connect with consumers on more screens than ever before. Video On Demand, Interactive TV, Mobile Marketing, and a robust local Online network are all available for multiplatform success. INTRODUCTION 3 GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART At NCC Media we have deepened our connection with Cable, Satellite and Telco program providers, turning technological and creative innovations into opportunities for your advertising efforts. NCC is staying one step ahead of important trends in TV programming, audience migra- tion, digital media products and new distribution technologies. Take your cue from viewers who continue to spend more time with Cable, year after year and deepen your connection with Cable programming and NCC Media. 4 ESSENTIAL GUIDE TO NCC MEDIA GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED NCC Media is connected to agencies, clients and consumers About NCC Media NCC Media is the advertising sales, marketing, and technology company that is owned by cable industry leaders—Comcast, Cox Media and Time Warner Cable and represents virtually every other multichannel program provider in the US. One organization providing a connection to 80 million + Cable, Telco, and Satellite homes in all 210 US markets. •OVER 80 MILLION Cable, Telco, & Satellite homes •200+ MILLION Consumers •iTV, VOD, ONLINE Digital platforms & much more GET CONNECTED 5 GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART Interconnects Interconnects make it easy to in the US. Cable interconnects Chicago DMA plan and buy cable in local allow advertisers to reach the 36 Cable Systems markets. With only one buy, one whole market, without limiting 1 Interconnect commercial and one invoice, an the opportunity to place ads on advertiser can reach an entire individual cable systems to reach market full of cable homes with targeted geographies. one call. Reaching targeted consumers in In 1996 there were only a few local markets on cable networks cable interconnects. But NCC has never been easier or more and cable industry technical effective. NCC is your single- breakthroughs vastly expanded source connection to all inter- the opportunity. Today, there connects, and all cable homes, are 135 interconnected markets throughout the entire US. Interconnects are collections of two or more cable TV systems in a market working together to distribute commercials. 6 ESSENTIAL GUIDE TO NCC MEDIA GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART Cable operators launch + with groundbreaking partnerships The biggest recent news story for vertisers this integrated reach NCC and our agency customers in the best cable programming is I+. In 2011, Comcast Spot- on major networks to 11+ mil- light, Cox Media, Time Warner lion additional cable homes. FiOS and AT&T U-verse with Cable Media, and NCC Media With millions more to come. 5 million cable homes combined, launched I+, a revolutionary new will be able to slice and dice their local market ad platform. DirecTV alone initially adds 6 messages down to the cable million homes to NCC’s multi- system (zone) level. Leading cable operators have sig- channel coverage in the US with nificantly expanded local market dramatic reach and penetration I+ will help make local cable ad penetration, by incorporating impact in 25 key markets. Broad multichannel advertising the DIRECTV, Verizon FiOS, and rollouts began in mid-2011, with big-reach cornerstone of local AT&T U-verse subscriber homes all markets coming online in media buys, and eliminate into their offerings. NCC Media 2012. any remaining minimum will now offer national spot ad- penetration guidelines. Higher Market Penetration More Impressions Greater Consumer Reach ©2011 AT&T Intellectual Property. All rights reserved. AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. GET CONNECTEDSIMPLESIMPLE 7 GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART Cable has reached a new viewing milestone The core of what NCC does is gram launches allowed cable to This viewer migration to cable connect viewers to commercial surpass 70% of all viewing to ad is one of the best reasons to shift messages in programming they supported television–on homes, your brand’s media allocation love. And what they love, more on A18-49 and A25-54 in Prime from local broadcast to Spot Ca- than ever, is cable program- and Total Day. During Weekend ble, especially with the advent of ming. In 3rd quarter 2010, new daytime hours, cable exceeded I+ and all of the new rating points episodes of popular returning 80% of viewing. now available through NCC. series and a flood of new pro- Cable has programming Reaching the target consumers want audience you need And who’s watching cable? Digital Cable homes are home to your best consumers. They buy more of everything you have to sell. Source: 2010 Doublebase GfK MRI, Nielsen NTI, 3rd Q 2010 8 ESSENTIAL GUIDE TO NCC MEDIA GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART • BE EVERYWHERE • GET CONNECTED • GET SMART NCC connects advertisers to consumers in the best television programs The viewer’s connection to cable dreds of the most exciting new hits in 2012 and beyond, provid- is all about programming. Pro- shows are on cable; shows that ing you with more local market gramming is the driving force. appeal to every type of targeted viewers, more impressions and consumer group—young adults, more advertising value than ever. NCC Media provides you access sports enthusiasts, executives, to the full spectrum of cable pro- parents and more. Cable pro- gramming in every market across grammers will continue to create more than 60 networks.