HISTORY MARKETING
Great Programming Deserves Great Marketing
June 2, 2010
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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
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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)
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DID IT WORK? AND HOW!
Retained original Inner Core
+ Grew Inner Core even more
+ Enlarged Outer Core
= Huge Ratings Success
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TRACKING CORE VIEWERS
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.
Inner Core
History A18-54 Prime Rating Among Inner & Outer Core Audience
1.25 1.38
+10%
Outer Core
0.32 0.37
+16%
Jul’08 Dec’09 Jul’08 Dec’09
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RATINGS UP, AGE DOWN
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.
2006 2010
#17424
#11513
#5706
#5774
History’s Prime Delivery & Rank Among All Ad-Supported Cable
A25-54+51%
A18-49+67%
FAR OUTPACING CABLE GROWTHTop 20 Cable Nets
A18-49: +4%A25-54: +4%
MEDIAN AGE
OF ORIGINAL SERIES
52
47
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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
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ON-AIR Blue Room Sizzle TRT 1:20
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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
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Made Every Day Montage TRT 1:45
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DON’T BE AFRAID TO TAKE CREATIVE RISKS
Innovative ideas usually mean doing something nobodyhas tried before
Think big, think Times Square
Involve advertisers with fresh new integrated content
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SHOW:
TOP SHOT TIMES SQUARE :60
INTEGRATION MONTAGE 2:00 (AX MEN / VERIZON & CAVEMAN GEICO)
_________TRT 3:00
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MAKING AN “OLD” HISTORY TOPIC YOUNG AGAIN
WWII 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
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MAKING AN “OLD” HISTORY TOPIC YOUNG AGAIN
WWII 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.)
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SHOW WW2 MONTAGE
B&W .30Select from X Box .30Critic Spot .30NY Life .30 TRT 2:00
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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
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SHOW CASE HISTORY AMERICA
TRT 8:00
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HISTORY BRAND 2.0
Up the ante for marketing story-telling!
Programming creates The Story - - Marketing creates the story about The Story…
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SHOW FACTORY SPOTTRT :60