Looking Beyond the :30 Spot

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Ahora los bebés vienen con un manual de
instruccionesSM
Looking Beyond the 30 Spot The Hispanic Mom
Market
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THE ABRAZO FACTOR
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WHATS A NICE GRINGA LIKE YOU DOING IN A PLACE
LIKE THIS? OR YOU KNOW YOUR EXPERIENCING A
CULTURE SHOCK WHEN.
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STARTED WITH A HUMAN NEED
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Todobebé, Inc
A multi media content and licensing company that
serves and connects mothers, fathers, babies, and
experts worldwide everyday 24/7 through a
combination of all media formats
A Global Concept. A Global Need.
Now your baby comes with an instruction manual sm
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Todobebé Global Content Formula For All Mediums
All media formats Simple language Entertainment
based formats Modular approach Long-lasting
relevance Connects across borders and incomes..
Joining the best voices from Health Parenting Med
ia Entertainment Music Authors Families
Integrated
Multimedia
Now your baby comes with an instruction manual sm
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SIMPLE IDEA SO WHY DIDNT ANYONE DO THIS BEFORE?
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LEARNING TO CRAWL BEFORE WE COULD WALK
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Current Mix Todobebé properties serving Hispanic
families planning, expecting, raising babies
Television National family TV show 52 weeks per
year Telemundo Network (USA) Televisa Networks
(MEXICO) Caracol Television (COLOMBIA)
Publishing Direct Mail via ADVO 835k homes (4 per
year)
Internet 200,000 global moms club 850,000 email
circ per month
Closed Circuit TV U.S. PRN 585 Wal-Marts Mexico
Canal Angeles (16 Hospitals nationwide)
Books/DVDs Book US, Mex, PR 2Q/06 DVD US, Mex,
PR (1Q/07)
Radio U.S. 2007 ABC Radio Latin America 75
Affiliate stations
Events House Parties 1,000 homes NBC-T 50k x 4
events Custom in 04 Wal-Mart
Now your baby comes with an instruction manual sm
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A few of Todobebé Firsts in the Market

• Todobebé was the first Parenting Lifestyle
  program to produce a 100 episodes for broadcast
  TV in the U.S.
• Todobebé was the first TV program on the
  Telemundo Network to be licensed to Televisa
  Networks in Mexico and Caracol TV in Colombia.
• Todobebé created the first dedicated pregnancy
  and baby radio shows for broadcast in the U.S.
  and syndicated in Latin America
• Todobebé created the first dedicated bi-lingual
  Hispanic Baby Fairs
• Todobebé was the first company to provide baby
  and pregnancy content for broadcast on the
  Premier Retail Television Network (PRN)
• Todobebé was the first book title distributed by
  Harper Collins/Rayo featuring a guide for babys
  first year of life in both Spanish and English

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Research Demographics
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Rules of Engagement

• Give me trusted information - be my advisor and
  friend
• Respect who I am as a woman, mom, Latina
• Ask me what I think I want to share my opinion
• Protect me and keep my information safe dont
  tell anyone my secrets
• Entertain and inspire me

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The Universal Truth About Moms

• When your baby is crying, cant sleep or is
  sick, it doesnt matter if you are a CEO or a
  taxi driver, you want the answer, NOW!

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A look at the U.S. market

• 4.1 million births per year (300,000 per month)
• gt 20 million parents planning, expecting, raising
  babies 0-2 yrs
• 40 of babies are born to first time moms,
  median age is 28 years
• 59 of moms with children under 1 year work
  outside the home
• The median income of first time parents is
  32,609
• 24 billion baby product market 1.1 billion -
  infant sleepwear
• Average spend per baby is 9,000 to 14,000
• Cost of healthy birth in a hospital 9,845

Source 2004 CDC Live Statistics, Consumer
Product Safety, New England Journal of Medicine
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The Hispanic Birth Market

• Estimated 2006 Births to Hispanic Families
  1,001,373
• 25 of those are English speaking, 28
  bi-lingual, 47 Spanish speaking
• Est. number of babies 0 to 3 years old 2.8
  million
• Hispanics have the highest of children per
  family of any ethnic group 2.7 vs.1.8 for the
  total U.S
• 8 billion Hispanic baby product market 012
  months
• of births that are Hispanic
• Miami, FL 61
• California 50
• Texas 49
• Arizona 44
• NYC 32

When it comes to births, the Hispanic Market IS
the General Market Today!
Sources 2004 U.S. Live Statistics Report 2003
birth statistics growth rate, Todobebé Research.
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Values Culture

• Family First family, extended family, having
  babies, getting togetherrespect for elders and
  family values
• Keep close ties to my cultural roots language,
  foods/cooking, religious icons in my home,
  celebrating Latin holidays
• My childrens happiness is more important than my
  own
• Religion / Faith it is the will of God
• Educating my children
• Work to live not live to work
• While the macho society exists, women usually
  rule the roost matriarchal

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Online Club and Demographics USA

• 87 are women
• 55 are parents
• 30 are pregnant
• 88 are between 18 35 years old
• 48 access the site weekly, 18 access daily
• 81 are expecting a baby or have at least one
  child under 6 yrs
• 52 worked during pregnancy
• 47 say Internet is their principal source of
  info for their baby, the next closest was doctor
  at 23.
• 76 are managing the budget alone or with their
  husband
• 93 want information on how to save for their
  babys education
• 45 have recently bought or plan to buy a new
  family car
• Most popular article How To Survive Your
  Wifes Pregnancy Without Killing Her or
  Yourself!

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Special savings, products recommended by trusted
sources, and info in Spanish make a difference to
Todobebé's audience
When selecting products for your child, what
factors are most important to you? 1 Product
Features 2 Price 3 Brand Is Spanish packaging
important to you? Yes 79 No 21
68 say coupons were more important to them after
having a baby
Sources On products and language Todobebé
October 2004 in person survey among 550 Hispanics
expecting and raising babies conducted at
Todobebé Wal-Mart Baby Fairs. On coupons 2005
Todobebé Internet study 450 respondents
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Life after the 30-Second Spot

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Whats Happening in TV?

• 32 had between 100-250M in measured media
  dollars
• 50 say that their overall budget will stay the
  same in 2005
• 18 say that their TV budget will decrease in
  2005
• 45 say that they will be reallocating dollars
  away from TV
• 43 say that reallocation of TV advertising will
  go towards integrated marketing
• 69 say that reallocation will go online
• 41 say that reallocation will be in branded
  entertainment
• 35 say that reallocation will be in product
  placement
• 38 are dissatisfied with the current TV upfronts
• 18 agree that man will walk on Mars before
  Nielsen completes the expansion of local people
  meters in the top 10 markets!

ANA Survey TV Issues Challenges The Client
Perspective March, 2004
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Alternatives to TV Advertising

• 92 have advertised online in the last year
• 74 have participated in Presenting
  Sponsorships
• 64 have advertised using Cross-Platform deals
• 33 have advertised using Branded Entertainment
• 9 have advertised using Video Games

ANA Survey TV Issues Challenges The Client
Perspective March, 2004
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Balancing Show Integrity with Sponsor/Advertiser
DesiresOrganic Product Integration
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100th Episode of Todobebe Filmed at Disneyworld
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NEW TODOBEBE WEBSITE 1 Destination for Hispanic
families expecting and raising babies Full text
search, chat, index, forums, tools 200,000 global
club membership Proprietary automated pregnancy
and parenting e-newsletters
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Ideas that leverage originally-produced content

• Tips and sample content from books co-branded for
  premium promotion or in-pack tied back to a
  retailer
• Tie sponsor product to downloads of relevant
  audio streams of radio programs and VOD of TV
  shows
• Co-branding or premium packaging of DVD or CDs at
  retail
• Sponsor spots integrated into DVDs distributed at
  House Party event
• On-line voting and product sample/research with
  sweepstakes tie in
• Sponsored ringtones of your babys laugh,
  screensaver of first smile to mobile devices
• Sponsor tips on How to take great photos of your
  baby integrated online, in print TV
• Leverage PR by sponsoring events around the
  celebration of Motherhood / Mothers Day

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GRACIAS! Cynthia Nelson Chief Operating
Officer cnelson_at_Todobebé .com Office (305)
438-1414