Reconnecting With the Empowered Consumer

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Reconnecting With the Empowered ConsumerThe
View His Her Body Test
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Todays Empowered Consumer

• More choice
• More convenience
• More control

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Network TV Costs Climb While Ratings Decline
W 1849 Avg. 4-Net Prime Ratings
W1849 CPMs
Source Ratings - Universal McCann Nielsen Media
Research, NTI by season 4-Net Average Primetime
ratings CPMs - CMR Industry costs (non-JJ)
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JJ Third Largest Buyer of Network TV

• 1,000.3MM in U.S. Adspend (rank 8)
• 772MM in U.S. TV spend (rank 6)
• 504MM in U.S. Network TV spend (rank 3)

Source Taylor, Nelson Sofres CMR, Jan-Dec 2002
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Strategies to Recapture Consumer Attention

• Multimedia sponsorships
• In-Program Integration/Product Placement
• Original Program Production/Ownership
• Shift Spending to Alternate Channels
• Integrated, Interactive Sponsorships

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The View His Her Body TestInnovation
Objectives

• Objective
• Increase audience engagement with program
  content and advertising
• Strategy
• Leverage media investment and relationships with
  multimedia suppliers
• Create new forms of TV programming that embrace
  interactivity and blend brand message into
  program content
• Hypothesis
• Interactive TV programming increases consumer
  involvement and response to advertising

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Roll Tape
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Results Using Online to Drive Offline Impact
Results

• Day-after survey of 1,000 passive viewers and
  1,000 interactive participants
• Results showed that Interactors
• Stayed longer with the program
• Skipped fewer commercials
• Were more involved with our advertising

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Interactors Stayed Longer with the Program
Results
Q How much of 'The View' His and Her Body Test
on television did you watch?
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Interactors Skipped Fewer Commercials
Results
Q Compared to your normal TV viewing, did you
get up or channel surf more, less or the same
during commercial breaks during the broadcast?
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Interactors Were More Involved With Our
Advertising
Results
Q Please use the table below to indicate how
much you agree or disagree with each of the
following statements about the broadcast. Top 2
box (Strongly Agree/Agree)
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The View His Her Body TestInnovation
Objectives

• Objective Achieved
• Increase audience engagement with program
  content and advertising
• Strategy Executed
• Leverage media investment and relationships with
  multimedia suppliers
• Create new forms of TV programming that embrace
  interactivity and blend brand message into
  program content
• Hypothesis Proven
• Interactive TV programming increases consumer
  involvement and response to advertising

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Next Steps
Results

• Two eTV events in 2004
• Drive increased interactive usage
• Improve on-air/online integration
• Improve online creative
• Investigate other emerging channels

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Back Pocket
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Usage Metrics

• 4.07 million viewers Age 18 to the broadcast
  (source Nielsen Media Research)
• 54,868 unique viewers who made use of interactive
  applications
• Equals 1.3 of the total adult viewing audience