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IC 2009 Global Research update

IC 2009 Global Research update. Ireland, June 14, 2009. Wrapping up. Objectives for today…. Set the scene for the IC 2009 with a comprehensive global research update Identify trends, highlight successes and point out to challenges

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IC 2009 Global Research update

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  1. IC 2009Global Research update Ireland, June 14, 2009

  2. Wrapping up Objectives for today… • Set the scene for the IC 2009 with a comprehensive global research update • Identify trends, highlight successes and point out to challenges • Get you pumped up about the performance of our brands and the bright future that lies ahead of us

  3. Agenda Intro: what you are the most proud of results wise. • AETN viewership overview (INT and Domestic) • Global reviews by brand • HISTORY • BIO • CI • A&E • MILITARY HISTORY Close: challenges and priorities for the future

  4. Warming up We asked: what are you the most proud of performance wise in your market?

  5. Some markets had a common and very direct answer • History is #1 factual network in their markets Italy, Japan, Mexico, Singapore, Spain, HISTORY US

  6. Latin America • Best YTD ever for A&E and History • History is #2 factual channel Pan-regionally • Results of Armageddon week • A&E has surpassed other popular GE channels in the rankings like AXN and Sony

  7. Australia • CI as #1 within factual for several years in a row • Growth and consolidation of BIO in the market. • Being able to broaden the demo of History with shows such as Life After People for example 

  8. UK • Overall management and growth of Portfolio • Launch of Military History • How CI has held up against new players • Very specific performances such as IRT, Ax Men and 102 Minutes.

  9. A&E US • In top 10 for 34 consecutive months (Currently #5 cable network in the US in A/25-54) • Lowered median age from 61 to 46 years • Not over dependent on one franchise • Key long time running fiction series • Intervention (going into 7th season) • First 48 (going into 9th season) • Gene Simmons (going into 4th season) • Successful new shows like Paranormal State, Crime 360 and Manhunters

  10. BIO US • Growth of 40% in 2008 vs. previous year • As much as 94% growth in the last 2 years since the brand refresh of July 07. • Lowered median age 5 years ever since • Original series I Survived is BIO’s #1 show • PR/ Ad sales value of Shatner’s Raw Nerve and Chris Isaac • Consistent growth across all days of the week

  11. AETN VIEWERSHIP OVERVIEW

  12. Ratings in 90% of worldwide subs US UK Australia Latin America Spain Portugal Italy *Singapore, Malaysia, Japan

  13. Just with HISTORY we influence around 300M people every quarter Based on Q1 data templates from all international markets, People 2+, Total Day, Reach condition is 1 minute of viewing UK: BARB/ TNS, Spain: Sofres, Italy: Auditel, Portugal: Mediamonitor, Australia: Oztam, US: Nielsen, LatAm: regional projections based on Ibope MC-6 database (Mexico, Arg, Col, Bra, Chi, Per). Markets shown in detail on this chart account for 86% of Int. subs. Other were estimated based on % subs. Main markets included under other are South East Asia, Japan, Germany, Israel, Turkey, India, New Zealand, Scandinavia and Benelux

  14. At any point in primetime there are at least 417K people watching us outside the US 90 Other Countries= 30% subs Estimated at 90K average History viewers more Average Adult viewers in 000’s- primetime INTERNATIONAL: 417K VIEWERS 206 116 Countries included UK Australia Latin America Spain Portugal Italy 46 36 13 MH CI BIO HISTORY A&E Global Source: Q1/09 Australia, OzTAM National STV data, A/18+, primetime data, 18-24 hrs; UK: BARB: viewers in 000’s, A/16+, primetime data, 20-24hrs. Latin America: PAN projection based on IBOPE MC-6 countries (Mex, Arg, Col, Bra, Chi, Per), A/18+, 20-24 hrs; Spain: Sofres 22-24hrs, A/18+; Portugal: Mediamonitor 20-24hrs, A15+; Italy: Auditel 20-24hrs

  15. And a estimated total of 3.4M people worldwide Average adult viewers in 000’s- primetime US + INTERNATIONAL: 3,424K VIEWERS 1,500 1,490 INT/US 15% 198 177 INT 46 13 MH CI BIO HI HISTORY A&E Global Source: Q1/09 Australia, OzTAM National STV data, A/18+, primetime data, 18-24 hrs; UK: BARB: viewers in 000’s, A/16+, primetime data, 20-24hrs. Latin America: PAN projection based on IBOPE MC-6 countries (Mex, Arg, Col, Bra, Chi, Per), A/18+, 20-24 hrs; Spain: Sofres 22-24hrs, A/18+; Portugal: Mediamonitor 20-24hrs, A15+; Italy: Auditel 20-24hrs, A/18+; US, Nielsen data Q1, A18+, 8-11pm

  16. AETN International is growing steadily YTD 09 growth vs. 2008 15% UK Australia Latin America Spain Portugal Italy 2008 growth 18% Global Source: Australia, OzTAM National STV data, A/18+, primetime data, 18-24 hrs; UK: BARB: viewers in 000’s, A/16+, primetime data, 20-24hrs. Latin America: PAN projection based on IBOPE MC-6 countries (Mex, Arg, Col, Bra, Chi, Per), A/18+, 20-24 hrs; Spain: Sofres 22-24hrs, A/18+; Portugal: Mediamonitor 20-24hrs, A15+; Italy: Auditel 20-24hrs, A/18+. YTD thru end of Q1-09

  17. Catering to different demographics in each country UK AUS. AUS. US UK UK US UK AUS ITALY US LatAm SPAIN PORTUGAL Spain Portugal LatAm LatAm 56 Median age in years HISTORY CI 54 BIO MILITARY HISTORY A&E 52 % Male % Female 62 58 54 62 66 70 70 66 54 58 48 46 44 Q1/09 audience data in primetime from different countries 40

  18. Forming a complimentary offering 56 Median age in years HISTORY CI 54 UK BIO AUS. AUS. MILITARY HISTORY A&E 52 US UK UK % Male % Female 62 58 54 62 66 70 70 66 54 58 US UK AUS 48 US 46 ITALY LatAm SPAIN 44 PORTUGAL Spain Portugal LatAm 40 Q1/09 audience data in primetime from different countries LatAm

  19. The portfolio effect… 4 nets 69K 3 nets 59K 3 nets 51K 1st year after CI launch Q3 2006-Q2 2007 2nd year after CI launch Q3 2007-Q2 2008 1st year to date after MH Launch Q3 2008-Q1 2009 Viewership growth in the UK HISTORY, BIO, CI and MILITARY HISTORY combined 2 nets 36K Year prior to CI Launch Q3 2005-Q2 2006 Source: UK, BARB, viewers in 000’s, A16+, primetime data. 20-24 hrs

  20. …hurts the competition and has a non-cannibalizing effect on us Discovery History 61K 49K 44K 39K 28K 26K 28K 26K Network Viewership in the UK History and Discovery AETN Portfolio Year prior to CI Launch 1st year to date after MH Launch 1st year after CI launch 2nd year after CI launch Source: UK, BARB, viewers in 000’s, A16+, primetime data. 20-24 hrs

  21. HISTORY GLOBAL OVERVIEW

  22. HISTORY continues to rise VIEWERSHIP GROWTH OUTSIDE THE US YTD 09 growth vs. 2008 13% UK Australia Latin America Spain Portugal Italy Global Source: Australia, OzTAM National STV data, A/18+, primetime data, 18-24 hrs; UK: BARB: viewers in 000’s, A/16+, primetime data, 20-24hrs. Latin America: PAN projection based on IBOPE MC-6 countries (Mex, Arg, Col, Bra, Chi, Per), A/18+, 20-24 hrs; Spain: Sofres 22-24hrs, A/18+; Portugal: Mediamonitor 20-24hrs, A15+; Italy: Auditel 20-24hrs, A/18+. YTD thru end of Q1

  23. HISTORY is #1 factual channel in key markets around the world Rank #1 #1 #1 #1 #1 • Singapore: #1 factual in Men 25+ in May, #1 in PEMB since March, whole day • Japan: #1 factual YTD 09 in J:COM ratings Country Scorecards 2009 data thru 3/31. Data from local audience measurement systems, adults 18+ except UK (16+) and Portugal (15+). Primetime is 20 -24 hrs except Spain 22-24 hrs and Australia 18-24 hrs. Projected numbers for LatAm based on Ibope universe in 6 markets US: Nielsen: A18+ M-SUN/8-11PM – A18+ (000) –2008 data thru 12/31. Markets included account for 70% of History’s subs worldwide PMEB: Proffesional, Managers, Executives and Businessmen

  24. Top HISTORY Series of all time IRT IRT The Ax Men Cities of the Underworld Monsterquest The Ax Men The Universe Rome: Rise and Fall of an Empire Cities of the Underworld The Ax Men IRT Jurassic Fight Club Rome: Rise and Fall of an Empire Monsterquest The Universe Jurassic Fight Club IRT Cities of the Underworld Cities of the Underworld The Universe Decoding the Past 50 Things You Need to Know Ancient Discoveries Life After People Gangland Delitti Digging for the Truth Lost Worlds UFO Hunters Shockwave Japan’s top 5: The Universe, Battle 360, Dogfights, Jurassic Fight Club, MonsterQuest Source: 2008 and Q1 2009 A18+ data from partner’s quarterly scorecards US: Nielsen thru 5/31/09.  A25-54 (000).  4+ premiere telecasts only Australia ranked by top episodic since Jan 2008

  25. Top HISTORY Specials of all Time Japan’s top 3: Lost Book of Nostradamus, Nostradamus 2012, Life After People Source: 2008 and Q1/09 data from Partner’s quarterly scorecards (Only AETN product/ Original productions) US: Nielsen thru 5/31/09.  A25-54 (000).

  26. Stunts have always raised our game level Discovery History Discovery Discovery 112K 126K History History 110K 95K 67K 54K Armageddon week 7 days, 4hrs/day Total year 2008 2009 YTD History Latin America, primetime performance (ARMAGEDDON WEEK) PAN average A18+ viewers in 000’s- Ibope Universe 6 markets Source: Ibope Media, Pan regional MC6 (6 markets), database Cable Universe, A 18+, 20-24 hrs, 2008, YTD, Armageddon week from 3/2-3/8

  27. HISTORY US update M25-54 A18-49 A25-54 +5% +8% +9% +15% +7% +10% 530 584 623 365 397 418 461 531 572 2007 2008 YTD 2009 2007 2008 YTD 2009 2007 2008 YTD 2009 We're coming off 2008--our best year yet--with an even stronger 2009 Nielsen, M-Sun/8-11pm. Live+SD, demo impressions in 000s. YTD thru beginning of May

  28. HISTORY has taken the lead in the US M25-54 (000s) primetime #1 factual network In the US Source: Nielsen, 1998-YTD 2009 thru May 31st, Live + Same Day; Primetime = M-Sun/8-11pm

  29. HISTORY US most recent achievements #1 Non-Fiction Entertainment Cable Network in M25-54 #5 Cable Network in M25-54 in 2008 and YTD 2009 2009-Date, History ranks #8 in its target A25-54 demo, up from #10 at the comparable point last year and up from #11 for full year 2008. 2009-Date, History's total day median age is 47– Youngest ever 7 Consecutive Quarters of Growth Vs. Prior Year (Since 2Q 2007) All of the network’s Top 10 series of All-Time have launched in the last 2 years Top 3 Specials of all-Time 102 Minutes that Changed America – Sep 08 – 2.9M A25-54 Life After People – Jan 08 – 2.7M A25-54 Nostradamus 2012 – Jan 09 – 2.1M A25-54 Nielsen, M-Sun/8-11pm. 2008 thru 5/31. Live+SD, demo impressions in 000s.

  30. HISTORY Series are very successful History Series above primetime average A25-54 (000) Ice Road Truckers Ax Men Monsterquest Tougher in Alaska Gangland UFO Hunters Cities/Underworld Battle 360 Ancient Discoveries Extreme Trains The Universe Ax Men Life After People Monsterquest Gangland Battles BC How Earth was made Cities/Underworld Expedition Africa (new) Ice Road Truckers (new) Ice Road Truckers Monsterquest Gangland Shockwave Cities/Underworld The Universe Dogfights Lost Worlds The Revolution Digging for the Truth 2006 2007 2008 YTD 2009 Nielsen, M-Sun/8-11pm. 4+ Premiere Telecasts (except Expedition and IRT). Live+SD, demo impressions in 000s. Series shown above delivered 600,000+ A25-54.

  31. HISTORY: Learning and challenges • Variety throughout the schedule is key to success • Specials are our secret weapon but series help us get consistent viewership on a night after night basis • Positioning series is key to unleash the brand. At the end of the day a breakout series does more for your brand than countless numbers of brand campaigns • If something is not working or 2 shows are not working well together don’t let them just flounder there, you’ve got to make a move. • Start to see competition as everybody on the dial • Viewers have a high BS meter

  32. BIO GLOBAL OVERVIEW

  33. BIO in the last 2 years VIEWERSHIP GROWTH OUTSIDE THE US YTD 09 growth vs. 2008 24% 2008 growth 51% UK Australia Portugal Spain Latin America Source: Australia, OzTAM National STV data, A/18+, primetime data, 18-24 hrs; UK: BARB: viewers in 000’s, A/16+, primetime data, 20-24hrs. Portugal: Mediamonitor 20-24hrs, A15; Spain: Sofres 16-24hrs, A/18+ YTD 09 data tru end of Q1.

  34. BIO builds audience reach Adult REACH in 000’s Monthly average in Q1 #1 Adult VIEWERS in 000’s Monthly average in Q1 AUSTRALIA. #3 Source: Australia, Q1/09 data, OzTAM National STV data, A/18+, primetime data, 18-24 hrs;

  35. BIO achieves solid growth in the US A/25-54- viewers in 000’s • 94% growth since brand update of July 07. • Median age has dropped 5 years ever since • 40% growth in 2008 fueled by highest-rated specials and launch of top-rated series of all- • time. Brand Update Source: Nielsen, Live SD, Prime Mon-Sun 8pm-11pm.

  36. BIO: what was hot in 2008 Source: 2008 data Partner’s quarterly scorecards (Only AETN product)

  37. BIO: Learning and Challenges • Successful markets have tweaked the brand positioning allowing the channel to be about much more than Biographies. • Adjustments in programming mix, scheduling, on-air execution and overall marketing approach have followed. • The big challenge is to do this without disturbing the status quo: expectations and assumptions by affiliates and viewers

  38. We recently conducted a major BIO Research project • 4,000 respondents • France (n=400) • Germany (n=400) • India (n=400) • Italy (n=400) • Malaysia (n=400) • Portugal (n=400) • Spain (n=400) • UK (n=400) • United States (n=400) • Venezuela (n=400)

  39. BIO: a case to support diversification ALL COUNTRIES COMBINED Rating of Different Programming Genres Q3. Overall, how do you rate the clip, was it…? Base: Viewers of each video (n=1195); Each respondent evaluated 3 shows ; Data includes only international markets. Letters indicate statistical significance at 95% confidence level Somewhat Interesting Very Interesting

  40. CI GLOBAL OVERVIEW

  41. CI is a factual leader in international markets AUSTRALIA. Adult viewers in 000’s UK. Adult viewers in 000’s Tied in #2 #1 Source: Total year 2008 data. Australia, OzTAM National STV data, A/18+, primetime data, 18-24 hrs; UK: BARB: viewers in 000’s, A/16+, primetime data, 20-24hrs.

  42. Viewership tripled in 2 years VIEWERSHIP GROWTH (Australia + UK) Source: Australia, OzTAM National STV data, A/18+, primetime data, 18-24 hrs; UK: BARB: viewers in 000’s, A/16+, primetime data, 20-24hrs.

  43. CI’s main strength is viewer retention Monthly Minutes of Time Spent Viewing in the UK Source: BARB. Monday to Sunday, Pay TV Adults, Multi Channel Network, Whole Day, Av Mins Viewers, All Sets, Consolidated, All PlatformsMonthly Average 2008

  44. CI has access to the top rated original non-fiction crime programs on cable in the US A/25-54- viewers in 000’s- YTD 09 data First 48 Dog 1191 Manhunters 1112 Crime 360 993 946 917 Gangland Rookies Jacked 671 635 633 625 579 TruTV AETN AETN AETN AETN AETN Spike AETN AETN TruTV • AETN has 7 of the top 10 non-fiction justice series on cable Source: Nielsen. Live + SD 2009 data thru 4/26/09. Premiere Episodes only.

  45. Key franchises continue to gain traction P25-54P18-49 Season 1 762 633 Season 2 734 668 Season 3 669 658 Season 4 813 834 Season 5 809 808 Season 6 905 907 Season 7 1,126 1,125 Season 8 1,160 1,146 Season 8 data thru 5/31.

  46. CI: Learning and challenges • CI is sticky kind of Television, people just can’t have enough of it. • Channel is extremely efficient ratings wise in Australia and the UK. Only marginal growth can be expected through existing viewers and markets • Competition is lurking around the corner, the time to act is now.

  47. A&E GLOBAL OVERVIEW

  48. A&E LatAm recent performance • An average of 56K adult viewers YTD in primetime (best start of a year of all time) • In YTD 09 growing at 34% in PAN • 50% male, 50% female. Median age of 39 • Best franchises are Movies, Crime 360, Psychic Kids, The Beast and Harper’s Island A&E Prime Average A25-49 A18+ +34% Avg viewers in 000’s +24% +32% #15 +19% # 16 29 56 19 22 34 42 2007 2008 YTD 09 2007 2008 YTD 09 Source: Ibope Media, Pan regional MC6, database Cable Universe, A 18+, A25-49, 19-24 hrs, 2007-2209 (YTD May 24th), ALL SES

  49. A&E US update A&E Prime Average Best-Ever Annual Deliveries A25-54 A18-49 +5% +4% +8% +8% Best-Ever Competitive Ranking #5 in Adults 25-54 #6 in Adults 18-49 # 5 #6 # 5 #6 Top 10 Network for 34 Straight Months in A25-54 (Since August 2006) #7 #8 693 639 691 619 666 723 2007 2008 2007 2008 YTD 09 YTD 09 Nielsen, M-Sun/8-11pm. Live+SD, demo impressions in 000s. YTD 09 thru beginning of May

  50. A&E US: top 5 Cable Network – A25-54 Primetime Rankings - 2003 Through 2009-Date 2003 2004 2005 2006 2007 2008 YTD 09 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. TNT USA ESPN TBS LIFE TLC SCIFI DISC FOXNC SPIKE FX NICK HIST HGTV A&E MTV TVLD CNN AMC CMDY 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. TNT USA ESPN TBS LIFE DISC SCIFI SPIKE FX TLC FOXNC A&E HIST NAN FAM CMDY HGTV AMC COURT MTV 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 17. 19. 20. TNT USA TBS ESPN SPIKE LIFE SCIFI FX DISC A&E HIST FAM CMDY FOXNC AMC NAN HGTV TLC TVLD COURT 1. 2. 3. 4. 5. 6. 6. 8. 9. 10. 11. 12. 13. 14. 15. 15. 17. 18. 19. 20. USA TNT ESPN TBS FX LIFE SPIKE DISC SCIFI A&E HIST CMDY HGTV FAM AMC TLC COURT TVLD NAN FOOD 1. 2. 3. 4. 5. 6. 7. 8. 9. 9. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. USA TNT ESPN TBS DISC FX A&E LIFE SPIKE SCIFI HIST TRU HGTV TLC CMDY AMC FAM FOOD TVLD NAN 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 13. 15. 16. 17. 18. 19. 20. USA TNT ESPN TBS A&E SCIFI LIFE FX SPIKE DISC HIST NAN FAM TRU CMDY FOXNC AMC HGTV FOOD CNN 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 13. 15. 16. 17. 18. 19. 20. USA TNT TBS ESPN A&E FX DISC HIST SCIFI SPIKE TRU FOOD FOXNC NAN LIFE HGTV CMDY FAM AMC TLC Source: Nielsen. Primetime rankings by year. 2008 thru 10/12/08.

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