2016 essential guide

CONSULTATIVERESOURCES

PLANNING AND BUYING LOCAL CABLE & DIGITAL MEDIA

Jon Hamm as Don Draper

from Mad Men on AMC

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TABLE OF CONTENTS

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INTRODUCTIONLetter from NCC Media President and CEO Greg Schaefer 2

GET CONNECTED WITH NCC MEDIAWhat makes NCC Media Essential Today? 3Cable: The Media of Choice 4Where Do Americans Go When They Grab the Remote? 6Reaching Today's Sports Enthusiast 8

NCC DIGITAL MEDIAWhat Connects Cable, Online and On Demand Viewers? Video. 10DMAX: Your Internet Service Provider Gateway Connection 12NCC A+: Following Our Consumers Everywhere Online 13The High Impact Bundle: Creative Executions 14Dynamic Ad Insertion: Your Ads on Cable Through Video On Demand 16Advanced Advertising Platforms: Interactive TV, VOD and Mobile 17

DISTRIBUTIONI+: Cable, Satellite and Telco Interconnected 18

GEO-TARGETING Introduction to Geo-targeting and Interconnects 20Exclusive Geo-targeting Products for Your Brand 22

NCC 20/20: CONSULTATIVE MEDIA AND MARKETING RESOURCES Introduction to NCC 20/20 24SMART+ Suite of Advanced Analytical Products–SMART Buy, SMART Plan, SMART Points, Sports SMART Buy 27Is Network Cable Delivering Your Message in Major Markets Effectively? 31Cable Plan: New Media Planning and Buying Paradigms 32

TV TRENDS THAT WILL IMPACT YOUR MEDIA DECISION MAKINGMyths and Realities 34Monitoring the Health of the Broadcast Industry 36

IMPROVING THE EFFECTIVENESS, EFFICIENCY AND EXECUTION OF YOUR MEDIA BUYAudience Plus: The First Step in Programmatic Buying 38

eBUSINESSSupporting Agencies with Expert Electronic Resources 39

CONSUMER MARKETINGIntegrated Sponsorships, Sweepstakes and Branded Content 40

VISION 2020Explore The New Media Landscape 42Top 5 Media Buying and Planning Guidelines 44

HOW TO USE YOUR GUIDEThe Essential Guide was created to introduce you to the fascinating and fast-growing world of NCC Media and all the unparalleled platforms and products we have to offer. In these pages you’ll find a base of intelligence that will improve decision making in television media by analyzing consumer reach, media value and return on investment—nationally, regionally, in market, and at the cable system level within markets.

See why we’re essential to your brand’s increased consumer awareness and sales growth.

2 ESSENTIAL GUIDE TO NCC MEDIA

The next decade will see the advertising industry evolve in ways unforeseen just a few years ago. And marketers will need trusted, essential partners to deliver their multi-platform ad campaigns effectively and efficiently in this new landscape. That's where NCC Media comes in. What makes us such an essential partner for advertisers and their ad agencies? I believe it comes down to our products, our people and our passion.

Collectively, the advertising products available from NCC Media are the most effective way to reach consumers. We deliver the video and digital content and advertising that consumers watch, stream, surf and interact with; on cable, online, on mobile, on demand and on every screen. Cable programming remains the core of our offerings to advertisers, and we provide access to the full spectrum of cable networks in every market, filled with the shows that people lean in to watch and talk about on social media, at the water cooler, and in the neighborhood coffee shop. Cable takes the lion’s share of America’s television viewing in every U.S. market, and offers the consumer-rich environment that should be the springboard for your national, regional and local ad campaigns.

NCC Media has amassed a team of over 500 people, across 17 offices nationwide, focused on serving America's marketers and ad agencies. Our people love a challenge, and are passionate about creating custom solutions for advertisers large and small. We deliver big data and research that drives successful ad campaigns. In 2015, we raised the bar on our consultative capabilities by launching NCC 20/20, a set of complimentary marketing, data and research resources dedicated to providing custom intelligence to improve your media decision making in video advertising on every screen.

NCC is intensely focused on the future, as we build tomorrow’s advanced digital, geo-targeted, and programmatic platforms. And our continuous investment in infrastructure, data and technology ensures that we will be a critical player in the media ecosystem for a very long time. You can also count on the passion and support of our owners and affiliates, America's leading cable, satellite, telco and digital companies, to provide the best audiences and ad platforms of the next decade.

I hope this new and improved version of our Essential Guide provides you with a view of what makes NCC Media unique. And I do hope we earn the right to be the centerpiece of your next media plan. And the ones after that.

“We deliver the video and digital content and advertising that consumers watch, stream, surf, and interact with; on cable, online, on mobile, on demand and on every screen.”-GREG SCHAEFER,

PRESIDENT AND CEO, NCC MEDIA

MESSAGE FROM THE PRESIDENT AND CEO

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digital media products and new distribution technologies.

Take your cue from the ad agencies and marketers, who continue to spend more of their ad budget with us, year after year, and deepen your connection with cable programming and NCC Media.

Comcast, Cox Media and Time Warner Cable and represents virtually every other multichannel programming provider in the US.

You can count on NCC Media to keep you one step ahead of important trends in video, TV and digital content, audience migration,

NCC Media is America's premier media sales, marketing and technology company. We provide end-to-end advertising solutions that allow your message to be seen by the best consumers in the US, in local cable, satellite and telco homes, on every device in every market. NCC is owned by cable industry leaders—

GET CONNECTED

What makes NCC Media essential today?

3,000+ Number of original cable series and specials in the 2014 lineup.

500+ Number of original series launched in 2014 on cable.

77% Percent of cable’s lineup that is now first-run original programming.

$6 Billion Advertiser investment in National Spot Cable media through NCC and our cable operator partners in 2014.


GET CONNECTED

Andrew Lincoln as Rick Grimes from Walking Dead on AMC

HOW WILL THE VIEWER MIGRATION FROM BROADCAST TO CABLE PROGRAMMING AFFECT YOU?

Cable programming continues to attract more viewers from broadcast by the millions, nationally and in every local TV market, year after year, and this trend will not abate.

As cable continues to expand its audience and share of viewing,

broadcast has experienced unprecedented declines. In fact, in the most recent 36 week broadcast season primetime on the big 4 had a 16.6% ratings loss in just two years.

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GET CONNECTED

CABLE IS THE MEDIA OF CHOICE FOR TODAY’S SAVVY MARKETERS, PLANNERS AND BUYERS.Staying in front of consumers now and in the future will consistently require more cable in your plan.

FOLLOW YOUR CONSUMERS TO CABLE

Cable exceeded 78% share of ad-supported television viewing in prime time and many other dayparts on 18-49 and 25-54 in July 2014–a new milestone. That’s up from 72% in 2012.

Source: Nielsen NTI July 2014, July 2012, shares total 100% based on average ratings by network.

78%


PROGRAMMING

Where do Americans go when they grab their remote control?

AMERICA’S FAVORITE NETWORKSCable has hundreds of networks that consistently deliver diverse and targeted audiences. Cable continues to produce a steady stream of new, original scripted and reality series that we talk about every day in person and on social media–very often during the show.

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PROGRAMMING

THE BIGGEST STARSThe viewer’s connection to cable is all about programming, and the stars of each show. Cable has established itself as the home to the biggest producers, directors and actors in the entertainment business. Hollywood is moving to cable.

COMPELLING NEWS AND SPECIALSIn addition to primetime series, cable has enough news, specials and late night shows to please the most discerning viewers—blockbuster ratings to match—and cable dominates social media buzz.

Cable news networks offer a diverse landscape of local and national news and information. Specials run the gamut of consumer appeal from Kids Choice Awards to the VMA’s; from E!’s Live From The Red Carpet to Shark Week. Your local market media plan must make ample room for news, information and special programming available on cable each quarter.

Cable. We’re what’s on!


10,000 Number of live sporting events on cable. That’s 80% of all live sports on television.

PROGRAMMING

You want to reach passionate sports fans?

Russell Wilson, Seattle Seahawks

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500+ The number of games that generated over a 20 HH rating in Nielsen’s Top 25 Local People Meter markets alone.

PROGRAMMING

More of the high-rated local sports you need.

LeBron James, Cleveland Cavaliers

CABLE HAS THE BEST SPORTS LINEUP.Between ESPN, ESPN2, NBC Sports Network, TNT, TBS, Fox Sports 1, the Golf Channel, and dozens of regional sports networks like YES and NESN, NCC has the sports world covered in every market. From the NBA and NHL in January to NCAA Football Bowl games in December, NCC Sports offers a full assortment of live events all year

long. And by planning more local market cable sports, you can generate massive ratings for your campaigns in key markets. When it comes to sports in every market, NCC is your essential partner.

MORE SPORTING EVENTS MAKE THE MOVE TO CABLEWe’ve already seen the Stanley Cup and Monday Night Football move over to cable. The 2014/2015 NCAA

College Football Bowl games on ESPN marked the beginning of a new era in collegiate championship events on cable. US Open Tennis is now exclusively on cable and in 2016 The Final Four and NCAA Championship complete their migration to cable.

Cable’s deep-bench lineup delivers.


DIGITAL MEDIA

IT’S ALL VIDEOWith more consumers engaging in media multitasking to fill their seemingly endless thirst for video content and connectivity, advertisers will have to work harder to find them and keep their attention.

NCC Digital Video can lend a hand. Our Digital and Online ad platforms can be seamlessly integrated into your cable campaigns on a national, regional or local basis.

What connects cable, online and on demand viewers?NCC Digital Media

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DIGITAL MEDIA

LET US PUT MASSIVE ONLINE REACH TO WORK FOR YOU.

NCC Digital Media is the national representative for virtually every cable internet service provider, selling targeted online video and display inventory to advertisers and agencies. We put your ads in front of targeted audiences on our Gateway portals like xfinity.com, TWCcentral.com and cox.net and on all of their favorite sites they navigate.

DIGITAL MEDIA

NCC DMAX aggregates all the billions of impressions on our cable Gateway sites to provide advertisers with access to the best consumers–multichannel video subscribers–that have a one-to-one relationship with their provider. NCC Digital Media has the research you need to improve in-market online media decision making.

NCC DMAX delivers industry leading local geo-targeting. We guarantee that the impressions you buy in a market on our Gateway sites actually run in the market you intended, unlike local media sites where up to 90% of your page views can come from outside the desired market.

PUTTING LOCAL REACH IN PERSPECTIVEEXAMPLE: PHOENIX, AZ, UNIQUE VISITORS (000)NCC DMAX outperforms all other local sites in virtually every market. In Phoenix, our sites like cox.com deliver more than 2x the visitors then the closest competitor (Yelp).

NCC’s local online consumer reach will help you sell more.

DMAX

1,224Yelp.com

803AZ Central

759

Weather.com

447ABC15.com

271CBS Affiliate

187

MORE

REACH

Source: ComScore

Optimizing Reach With NCC DMAX—Philadelphia

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NO DMAX ALL DMAXIMPRESSIONS SPLIT

0%/1

00%

10%

/90%

20%

/80%

30%

/70%

40%

/60%

50%

/50%

60%

/40%

% R

EAC

H

IMPRESSIONS MIX: DMAX/OTHER LOCAL MEDIA SITES

MORE

DMAX


WANT PROOF THAT DMAX WORKS? CONSIDER THIS:If an advertiser were to buy 3 million impressions on all of the leading local sites in a market like Philadelphia, they would reach 20.9% of all Philadelphians. When you include NCC’s massive & inherently local Gateway sites into the mix with 10, 20, 30 percent and more of the impressions running on sites like Xfinity.com, reach expands significantly.

At 30% of your impressions goals, you would reach 340,000 Philadelphians that would not have seen your ad without NCC local Gateway sites in the mix.

Source: ComScore, Sept. 2014

A+ TARGETING EXTENDS CONSUMER REACH ON THE SITES THEY VISIT EVERYDAY.Place your ads in the same homes where your DMAX ads run. NCC A+ targeting showcases your ad across a broad selection of brand safe web sites to your desired audience.

We match our industry’s primary subscriber data with third-party data like the Census or your own contact database. By matching a cable billing address to the home’s cable modem, we can target millions of unique subscribers to ensure your message is reaching the right consumer in the very same homes where your online Gateway ads and your cable campaign is running. This makes every type of targeting simpler, including behavioral, contextual, re-targeting and more.

NCC POLITICAL ONLINEOur primary network and third party partners give us access to myriad targeting options. They range from electoral segments including party affiliation and voter frequency, to geographic targeting by ZIP codes and cable zones, to demographic segments including behavioral, lifestyle, economic and many more.

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DIGITAL MEDIA


HOW CAN YOU EXECUTE EFFECTIVE, MULTI-PLATFORM DIGITAL CAMPAIGNS? THE HIGH IMPACT BUNDLE Increase engagement with high impact, rich media creative executions, ranging from push down units to social media overlays to in-banner video, as well as carousel units and homepage takeovers. NCC has all the latest capabilities to put your message in front of the right audience. By targeting messaging in specific markets or to specific demographics, NCC can ensure your message is received in an uncluttered and brand-safe environment.

NCC Media has the right creative executions to drive your digital campaign...and your product sales.

DIGITAL MEDIA

High Impact Rich Media

Email Sign In Takeover

Home Page Pushdown and 300x250 Companion Banner

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DIGITAL MEDIA

NCC INTERACTIVE TV, VIDEO ON DEMAND AND MOBILE ENGAGE CONSUMERS.

Interactive TVInteractive TV is now a reality. With just a click of the remote, interested viewers can become your brand’s loyal consumers by requesting a coupon, sample or more information.

MobileCreate a total four-screen campaign approach with mobile. NCC offers creative executions from click-to-call to in-app video and many more. Marry your campaign with targeting options including geo-targeting, device type, re-targeting and more to stay on top of your consumer's mind as they are on the go.

Video on DemandViewers, driven from your commercials and promotional announcements on cable, use the remote to select long-form programming developed by an advertiser. Brands can also align with relevant content as a sponsor. Both are great ways to drive a deeper relationship with consumers.


DIGITAL MEDIA

How can you drive consumer reach with your ad campaign? NCC Media offers advertisers opportunities that significantly improve media portfolios. It’s more than just great programming. It’s premium video, multiple digital platforms, engaging sponsorship and sweepstake integration and provable ROI that make NCC the media of choice among advertisers and consumers. NCC cable and digital products should be the foundation of your media plan.

Dynamic Ad Insertion Dynamic Ad Insertion (DAI) enables real-time ad insertion in cable programming on VOD.

DIGITAL MEDIA

Place your ads in the best cable programming on VOD nationally, regionally or locally.• Access up to 50 or more

cable networks On Demand programming

• Run :15, :30 or :60 second spots pre-roll, mid-roll and post-roll

• Purchased as part of your television or online campaign

• In-depth campaign reporting with video metrics provided

• Quick turnaround commercial integration

• Full commercial viewing metrics for tracking and post performance

• Interchangeable creative

• Placement in live streaming and on demand content

• Huge growth in available VOD/DAI impressions every month

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In 2011, Comcast Spotlight, Cox Media, Time Warner Cable and NCC Media launched I+, a revolutionary new local market ad platform. I+ significantly expanded local market ad penetration, by incorporating DIRECTV, Verizon FiOS and AT&T U-verse subscriber homes in our interconnect markets. NCC Media offered national spot advertisers this integrated reach in the best cable

programming on major networks to millions of additional cable homes.

In 2013, the final piece of the puzzle was added to the lineup with the addition of DISH Network. DISH quickly expanded I+ distribution with subscribers available in 10 new DMA’s. The growth in I+ and the valuable consumer reach it delivers will continue for years to come.

DISTRIBUTION

How do you target consumers in cable, telco and satellite homes in local markets?

Consumers have a choice in programming providers. With I+ advertisers can reach audiences irrespective of that choice.

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DISTRIBUTION

I+ will help you make multi-channel advertising the cornerstone of local media buys.

• Increase consumer reach: Deliver messages to millions of new homes that have not seen a local ad in cable pro-gramming before.

• Gain access to more consumers: More impressions and GRPs in local markets are now available.

• State-of-the-art eBusiness system: Integrate and manage I+ inventory seamlessly with interconnect inventory.

The I+ difference

• 83 Markets and growing*

• 20+ Million More Subscribers*

• 2500 Advertisers…and Counting*

* Note: Figure for 1st half of 2015. Call NCC for updated subscriber growth estimates.

Advanced targeting on TV and online puts your money where your market is.

GEO-TARGET CONSUMERS WHERE THEY LIVE.NCC Media is the industry leader in putting the right message in front of the right audience precisely where they live. We now take consumer targeting to a new level by offering advertisers an unprecedented range of technology and research to target viewers based on retail sales, ethnicity, voting district, household income and much more. Cable offers a unique opportunity to segment markets for your brand.

There are over 2,300 cable systems across 210 DMA’s, making the cable system the most targeted geography available to television and premium digital video advertisers today.


REGION DMA

GEOTARGETING

INTERCONNECTS COMBINE CABLE SYSTEMS IN MARKETS FOR ADVERTISERS.In it’s simplest terms, interconnects are collections of two or more Cable TV systems in a market working together to distribute commercials in cable programming.

Interconnects make it easy to plan and buy cable in local markets. With only one buy, one commercial and one invoice, an advertiser can reach an entire market with one call. Today, there are 135 interconnected markets in the US.

NCC is your single source connection to all interconnects, including cable, telco and satellite homes throughout the entire US.

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NEIGHBORHOOD CONSUMER

CHICAGO DMA41 CABLE SYSTEMS1 INTERCONNECT

GEOTARGETING

RETAIL TARGETING Retail is inherently local. Many multi-market retail chains have one, two or three locations in a DMA and each generally has a trade radius that represents the bulk of their business. Even Target stores know that 85% of their business emanates from within a 15 minute drive of the front doors of every location. Retailers with targeted geographic needs can precisely target cable systems that are within their trading radius and vastly improve the cost and efficiency of their campaigns.

BALTIMORE DMA RETAIL MAPPING

MULTICULTURAL TARGETINGIf your brand is like most brands, you have a diverse set of demographic and lifestyle segments that comprise your consumer base. Often, a highly differentiated multicultural market is a sizable and valuable part of that base.

NCC connects your brand to those cable systems within a market that have the highest concentration of multicultural homes, driving the message to your consumers with pinpoint accuracy.


GEO-TARGETING

IS NETWORK CABLE REALLY THE RIGHT ANSWER FOR YOUR CAMPAIGN? Unlike network advertising, geo-targeting on television at NCC is not a “one size fits all” solution. Every client is presented with a unique opportunity that is relevant to putting their message in areas that are flush with their best prospects. Here are a few examples that will uncover how you can put NCC’s geo-targeting to work for your brand.

Of the 41 total cable systems in Chicago, only 9 are needed to reach 80% of African Americans. Only 6 systems are needed to reach 80% of Hispanics.Source: Nielsen, Claritas and AMS CableTrack

African American Interconnect Coverage Area

Hispanic Interconnect Coverage Area

RECOMMENDED CABLE COVERAGE IN THE CHICAGO DMA

Covers 80% of African Americans in DMA

Covers 80% of Hispanic Americans in DMA

There are 15 Cable Systems in Baltimore, but only 4 are needed to reach virtually all potential customers of this retailer.

• Retail locationEXCLUSIVE

EXCLUSIVE

REACHING INTO A MARKET

CONSUMER MICRO-TARGETING: THE HIGH VALUE NETWORK The “DMA” or Designated Market Area is a blunt instrument when it comes to micro-targeting consumers. The world has changed. Big data has made it possible to know precisely the cable systems in the U.S. that are rich with your best consumers. Many brands can now reach over 60% of their consumers by advertising in just 250 cable systems out of the 2,300 systems in the total U.S.

ADTAG TM

AdTag enables advertisers to target cable consumers with a commercial that drives them to a specific location in their area, discusses price points, co-op retailers, etc.

ADCOPY TM AdCopy allows advertisers to promote different products or services to different customers simultaneously. An automotive dealer group may advertise their hybrid in the metro part of a market, and support a truck in outlying rural areas.

GEO-TARGETING

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MARKET SEGMENTATION TARGETINGThere are two digital cable technologies that deliver a unique message to select cable systems within a market, running at the same time, with one order. Virtually every brand knows their sales and Category Development Index (CDI) by ZIP code. If we skim the best performing ZIP codes from the list, NCC can match them to very specific consumer-dense cable systems. NCC assembles these cable systems into a network, a High Value Network, the most relevant and customized coverage available in television in the US. It’s addressability at the neighborhood level.

EXCLUSIVE

EXCLUSIVE

THAT'S WHAT HVN CAN DO— THE BETTER NETWORK

NCC'S EXCLUSIVE MARKET SEGMENTATION AND HIGH VALUE NETWORK PROVIDE AN ALTERNATIVE OR COMPLEMENT TO NETWORK CABLE.


NCC 20/20

Where can you get investment grade consultative resources

and insights to maximize campaign effectiveness?

In today’s complex media landscape, your ad campaign must do more than count impressions. It must make an impression.

To that end, we’re launching NCC 20/20; the newest and most comprehensive set of consultative media analyses in the business. NCC 20/20 will help you navigate the sea of big data to make smart decisions on reaching consumers across all screens.

And as the set-top box data and subscriber insights of our affiliates come on line, NCC will go far beyond typical media metrics to provide actionable consumer analysis.

Your jobs are getting harder, and we think it is essential to for us provide more than propaganda…NCC 20/20 will provide vision and clarity.

SMART+ is our ever-expanding suite of advanced consultative products and applications that do some of the heavy lifting for media buy ers, planners and executives. Select from a long list of SMART resources to receive custom analyses developed by our team of experts to target your brand’s best consumer prospects, market by market. Eliminate costly waste, build a stronger ad schedule, and extract more value from your local media plan.

NCC 20/20

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BUY

PLAN

POINTS

Consultative analyses that provide actionable consumer intelligence.


NCC 20/20

A MULTI-DIMENSIONAL ANALYTICAL REVIEWUnlike a TV station, we offer advertising opportunities on 60+ networks in most markets. Whether a network is ultimately recommended to you depends on how well it performs, not only in delivering the primary age and gender demographics, but on other metrics which define a brand’s core consumers.

An example of SMART Buy targeting:

Targeting Asian Import Sedan Buyers

Client’s Key Targets

Demo Target A25-54

Consumer Targets A25-54 HHI $75K+ A25-54 New Car Prospects* Buyers of Asian Import Sedans

* Nielsen definition of New Car Prospect: Bought New Car Past 3 Years.


WHAT DOES YOUR CONSUMER WATCH? SMART BUY HAS THE ANSWER.

SMART BUY SELECTS THE RIGHT NETWORKS, DAYPARTS AND PROGRAMS FOR YOUR BRAND IN EVERY MARKET.Getting the right message to the right consumer–one who is ready and willing to buy–is more critical than ever. With hundreds of cable

networks and thousands of programs to choose from, it’s not easy to build cable schedules that maximize reach among targeted consumers.

Thankfully there’s a resource avail-able that helps you review and assemble all the right cable networks, dayparts and programs that appeal specifically to your well-defined con-sumer. It’s called SMART Buy

SMART Buys analyze the viewing behavior of well-defined demographic targets on 50 cable networks and 5 broadcasters. High-indexing

networks, dayparts and programs are highlighted in your custom SMART Buy brochure. SMART Buy has be-come a trusted decision making tool.

EXAMPLE: TARGETING YOUNG AFFLUENT PROFESSIONAL MEN Emerging professional men are 18-34 with household incomes above $75,000, and have unique viewing patterns. They are glued to Vikings on the History Channel, Larry Wilmore on Comedy Central and March Madness on TNT, TBS and truTV. SMART Buy aims your local ad campaign directly at them.

NCC 20/20

SECURE A SMART BUY BROCHURE FOR YOUR BRAND.


NCC 20/20

WIN WITH While conventional wisdom says that most sports have universal appeal across the USA, the reality is that some sports play inordinately well in some markets and less well in others. There are water-cooler sports in every market, and your

ad campaign should be targeted accordingly to generate reach against passionate sports fans. Sports SMART Buy analyzes the performance of every major sport in every market based on Nielsen data for all regularly scheduled/postseason cable and broadcast games.

Source: Nielsen HH Ratings for games on Cable & Broadcast DMA ratings indexed to the median HH Ratings for each sport in all 56 Metered Markets; Includes all regular and post-season games unless otherwise noted.

HOW TO READ: THE NBA PERFORMS 54% BETTER IN CHICAGO THAN THE MEDIAN FOR ALL 56 METERED MARKETS, FOR THE FULL SEASON PLAY ON BROADCAST AND CABLE.

SPORTDMA

INDEXDMA RTG.

DMA INDEX

DMA RTG.

DMA INDEX

DMA RTG.

DMA INDEX

DMA RTG.

DMA INDEX

DMA RTG.

DMA INDEX

DMA RTG.

MLB 67 0.9 102 1.4 109 1.5 136 1.8 84 1.1 84 1.1

NBA 97 2.6 154 4.1 68 1.8 70 1.9 101 2.7 100 2.7

US OPEN 84 0.5 73 0.4 109 0.7 99 0.6 134 0.8 167 1.0

NHL 52 0.2 409 1.7 184 0.8 104 0.4 85 0.4 78 0.3

NFL 80 5.0 121 7.6 139 8.7 93 5.8 90 5.7 79 4.9

NASCAR 322 3.8 47 0.6 88 1.1 162 1.9 181 2.2 131 1.6

PGA TOUR 120 0.9 59 0.4 88 0.7 107 0.8 109 0.8 182 1.4

X GAMES 152 1.2 58 0.5 147 1.1 130 1.0 160 1.2 84 0.7

NCAA BASKETBALL 155 1.5 67 0.7 75 0.7 68 0.7 271 2.7 74 0.7

NCAA FOOTBALL 109 2.4 61 1.4 91 2.0 81 1.8 107 2.4 98 2.2

OLYMPICS 75 3.0 92 3.6 105 4.1 117 4.6 80 3.2 119 4.7

MLS 114 0.4 67 0.2 70 0.2 86 0.3 111 0.4 133 0.4

CHARLOTTE

CHICAGO

DENVER

PHOENIX

RALEIGH

WEST PALM

Charlotte Chicago

The sports that appeal to sports enthusiasts in Charlotte and Chicago are very different. Why use the same sports media plan to reach them?

Metrics are expressed as a ratings index to reflect the sport’s value and to indicate the density of individual sports enthusiasts in each market. Based on your targeting criteria, NCC can develop a potent regional and local sports ad platform for your campaign.

<100 100-125 125>

Get the complete Sports SMART Buy book from your NCC representative.

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WANT MORE FROM YOUR TELEVISION MEDIA PLAN? SMART PLAN GETS YOU THERE

REACH MORE CONSUMERS MORE EFFECTIVELYToday you can prove that Spot Cable increases the reach and effective frequency of a television media plan.

With viewers spending up to 80% of their viewing time with cable, blending Spot Cable with local broadcast to increase your schedule's consumer reach isn’t just a good idea–it's essential.

Today advertisers can precisely measure the value that Spot Cable adds to their television media plan using the best local information available from Nielsen. NCC

NCC 20/20

employs the help of a leading optimizer, TView, which is used by over a dozen leading agencies to analyze schedules with varying levels of local broadcast and cable. When cable receives 20%, 30%, 40% or more of the GRPs run in a market, reach goes up–way up. The same GRPs in the market with vastly extended reach.

FREQUENCY MATTERS TOOMany local media plans include disproportionate amounts of local news at 6pm and 11pm. When you run so much weight in the local newscasts, you reach the same viewers night after night with your message. It is not at all unusual for a late news

or early news viewer to be exhausted by seeing your commercial 40-50 times in a month. That creates waste and consumer fatigue. Cable rescues over and underexposure to your ad with every GRP moved from broadcast news to cable.

I’ve never seen it.

Think I’ve seen it once, maybe.

I saw it about 8 times. Sign me up!

I’ve seen it 30 times. Please stop!

EFFECTIVE FREQUENCY ZONE

SCHEDULE PERFORMANCE: THE RIGHT MIX OF BROADCAST AND CABLE MATTERS

Broadcast 100% 90% 80% 70% 60%

Spot Cable 0% 10% 20% 30% 40%

Consumer Reach

PLAN

Cable delivers 10–30% more audience that would never have seen your ad on the broadcast only schedule.

LEARN MORE ABOUT REACH AND FREQUENCY WITH A REAL WORLD EXAMPLE FOR YOUR BRAND.


SHOULDN’T EVERY PART OF YOUR LOCAL TELEVISION MEDIA SCHEDULE BE CONSUMER DENSE? SMART POINTS GUARANTEES IT.

KEEPING YOU IN THE KNOW Nielsen has the information that allows agencies and clients to know the “Consumer Density” of programming, including local broadcast news qualitative data.

Today you can access consumer ratings like new car buyers, home-owners, HH income $75K+, parents, and many more consumer variables.

Evaluating traditional demo GRPs side by side with consumer GRPs reveals the true value of every line item in your schedule—the ones that engage consumers—and the ones that don’t.

Below is a comparison of broadcast early and late local news versus a wide selection of entertainment,

news and sports programming on cable in Boston.

Cable has hundreds of dayparts and programs where the consumer ratings for A25-54 with Household Incomes over $75K are far higher than a traditional 25-54 demo rating. That’s where extraordinary value lives and we can help you find it. Conversely, broadcast stations have few early and late newscasts that appeal to consumers. You have to wonder why up to half of local broadcast television investment ends up there.

NCC 20/20

EARLY NEWS 70

LATE NEWS 86

EARLY NEWS 115

LATE NEWS 98

EARLY NEWS 82

LATE NEWS 74

EARLY NEWS 103

LATE NEWS 121

SQUAWK BOX 280

PREMIER LEAGUE 215 STUDIO

WEATHER GEEKS 153

MIKE & MIKE 152 IN THE MORNING

MORNING JOE 148

ON THE RECORD W/ 136 GRETA VAN SUSTEREN

NEW DAY 109

MONDAY NIGHT 108 COUNTDOWN

Source: Nielsen Nov 2014 A25-54 ratings in Atlanta compared to A25-54 HHI $75K+ in Atlanta. Index is market break to traditional demo.

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NETWORK CABLE PERFORMANCE IN 56 METERED MARKETSNielsen DMA HH GRP Performance Average in All 56 Markets: 384.9 GRPs

DMA Rank

56 Metered Markets Net Cable HH GRPs

% Perf. vs. Avg.

Under Delivery Over Delivery

1 New York 365.8 -5%

2 Los Angeles 260.6 -32%

3 Chicago 324.3 -16%

4 Philadelphia 381.5 -1%

5 Dallas 301.7 -22%

6 San Francisco 227.9 -41%

7 Boston 277.6 -28%

8 Atlanta 330.3 -14%

9 Washington 389.2 1%

10 Houston 276.4 -28%

11 Detroit 372.2 -3%

12 Phoenix 338.9 -12%

13 Seattle 317.5 -18%

14 Tampa 408.1 6%

15 Minneapolis 301.6 -22%

16 Denver 300.8 -22%

17 Miami 307.4 -20%

18 Cleveland 376.4 -2%

19 Orlando 423.0 10%

20 Sacramento 283.3 -26%

21 St. Louis 416.5 8%

22 Portland, OR 312.3 -19%

23 Pittsburgh 393.0 2%

24 Charlotte 375.2 -3%

25 Indianapolis 348.3 -9%

26 Raleigh 402.9 5%

27 Baltimore 369.3 -4%

28 San Diego 364.7 -5%

29 Nashville 438.3 14%

30 Hartford 414.6 8%

31 Salt Lake City 265.4 -31%

DMA Rank

56 Metered Markets Net Cable HH GRPs

% Perf. vs. Avg.

Under Delivery Over Delivery

32 Kansas City 406.6 6%

33 Cincinnati 370.1 -4%

34 Columbus, OH 399.4 4%

35 Milwaukee 358.4 -7%

36 Greeville-Spart 468.8 22%

37 San Antonio 433.5 13%

38 West Palm Beach 492.0 28%

39 Birmingham 465.9 21%

40 Las Vegas 506.5 32%

41 Norfolk 467.0 21%

42 Albuquerque 317.4 -18%

43 Oklahoma City 348.0 -10%

44 Greensboro 426.3 11%

45 Jacksonville 476.0 24%

46 Austin 378.6 -2%

47 Louisville 497.5 29%

48 Memphis 445.0 16%

49 New Orleans 440.7 15%

50 Buffalo 397.3 3%

51 Providence 316.8 -18%

52 Richmond 509.0 32%

53 Knoxville 542.6 41%

54 Tulsa 452.2 17%

55 Ft. Myers 530.1 38%

56 Dayton 441.3 15%

AVRG FOR 56 METERED MARKETS 384.9

Underdelivery GRP Level0 to -10 346.4-384.9 -10 to -20 307.9-346.4 -20 to -30 269.4-307.9 - 30 + less than 269.4

Underdelivery GRP Level0 to +10 346.4-384.9 +10 to +20 307.9-346.4 +20 to +30 269.4-307.9 +30 + less than 269.4

Source: NCC R&M; Nielsen National People Meter & TVS DMA ; Nielsen Sweep Data: Feb 14: Feb 14 Tourism Schedule

Is network cable delivering your message to your most valuable markets?

NCC 20/20

Many brands find strength in local markets through sales volume, geographic retail distribution or have sales that are hyper-concentrated in cable systems within markets.

The popular assumption among marketers and agencies is that national television media provides a blanket of coverage that is equitable across the US. The reality is significantly different. If you buy

100 GRPs nationally you don’t get 100 in major markets. You're likely to get less—a lot less.

A large upscale tourism account ran a network cable schedule of 384.9 25–54 GRPs They didn’t get 384.9 in LA–they got 260–or 32% less than expected. In fact, 22 of the top 25 markets under-performed. This delivery is in stark contrast to the way most products sell.

If you buy Network Cable, let us construct Spot Cable schedules in high-density geographies that complement and improve your Network Cable ad schedules.


CABLE PLAN

Does the page below look familiar? It should. Spot buying specs haven’t changed much since 1982–a legacy from the golden age of the rotary dial phone. We should all be tired of trying to jam square pegs of Spot Cable planning in round holes of broadcast specs. Cable has changed the way people watch local television.

What brings all the consultative resources together into one custom solution?

It is now essential to change how you plan and buy local television. That’s going to require a very specific plan to get it done–so we’ve developed Cable Plan.

Cable Plan is our new set of research-based media planning and buying guide lines that will allow you to:

• Extract valuable GRPs and efficient reach from cable audiences across every time of the day and day of the week.

• Maximize your opportunity to meet Cost Per Point goals and post better.

• Get the analyses you need for free, with one call to NCC.

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CABLE PLAN

HOW DOES CABLE PLAN WORK? The process is simple–5 easy steps that guarantee you’ll get more bang from your hard-earned budgets. The first step starts with you.

How You Buy Media Today Cable Plan starts with a multi-dimensional view of brand’s current television media activity.

Smart Buy Analysis NCC pinpoints cable networks, dayparts, and programs that deliver your best prospects for proposal development.

Identify those dayparts in the broadcast buying spec that align well with consumer-dense cable dayparts.

Get the proof of performance you require on reach/frequency and schedule effectiveness.

Custom Recommendations and Opportunities NCC will deliver a custom Cable Plan recommendation that gets you the results you need:

• More Ratings • Expanded Reach &

Effective Frequency • Improved CPP Efficiencies • Consistent Post Delivery • Save Valuable Time

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5

PLAN


TV TRENDS

MYTH: TV viewing at home is down drastically. Nielsen's Cross-platform Report tell us that Americans watched 157 hours of television a month–5 hours a day–in 2Q 2014 a year ago it was virtually the same at 159 hours. Two years ago it was the same at 156 hours.

MYTH: Americans are cutting the cord and multichannel TV homes are on the decline. According to Nielsen, Americans are not cutting the cord–In Nov. 2012 there were 103 million cable, telco and satellite homes. In Nov. 2015 there are 102 million. Americans may be switching their programming, internet and phone suppliers, but they’re not cutting the cord. 90% of the population still subscribe to cable.

MYTH: Watching video on the internet or mobile phone is taking a big bite out of traditional TV viewing. Today, the total time spent watching video on the internet or mobile phone is about 12.5 hours a month or 24.4 minutes a day. Today only 7.3% of all video is consumed on mobile or the internet–that includes YouTube.

MYTH: Cable has the programming that is trending on social media. In 2014, 4 of the 5 shows with the largest Twitter audience were on cable and aired on 4 different networks.*

&

PROGRAM NETWORK AVG. AUD (000)

• THE WALKING DEAD AMC 4,934

• THE BACHELOR ABC 3,842

• PRETTY LITTLE LIARS ABC FAMILY 3,807

• AMERICAN HORROR

STORY: FREAK SHOW FX 3,607

• TEEN WOLF MTV 2,631

Source: Nielsen Social Media 2014

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TV TRENDS

AFTER MORE THAN 10 YEARS OF TESTING IMPOSSIBLE, DANGEROUS AND DOWN RIGHT CRAZY MYTHS, MYTHBUSTERS REMAINS ONE OF DISCOVERY CHANNEL’S HIGHEST RATED SERIES.

Source: Hours viewing video on TV, Mobile and Internet, Nielsen Cross Platform Report Sept. 2012, 2013, 2014; Prime Time viewing Nielsen NTI 2014; May 2013 vs 2012; Cord Cutting; Nielsen 2012 and 2015 Universe Estimates–2012 89.3% 2015 90.3% subscribe to cable.


There has been a real graying of broadcast televisionas younger viewers flock to cable.

62 Median age of viewers to ABC’s Dancing with the Stars.

TV TRENDS

ERODING BROADCAST STATION PRIMETIME RATINGS DIMINISH REACH AND VALUE.Broadcast primetime trends indicate that significant shifts to cable are essential to maintain consumer reach.

During the entire 36 week new broadcast season, local primetime ratings on A25-54 were down significantly in just one year. Over two years it's even worse. These ratings declines have been described as alarming. Consequently, the number of available GRPs in local broadcast prime plunged.

Local market cable now has the viewers, the GRPs and the affluent consumers you need.

What viewership trends will impact your schedules now and in the future?

Source: Nielsen 4th Qtr. 2013

32 Median age of viewers to Walking Dead.

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TV TRENDS

HOW IS LATE NEWS IMPACTED BY PRIMETIME RATINGS DECLINES?Among the biggest lessons of the year is a reminder about the power of the lead-in. When ratings fall for what airs just before the late news, there is virtually always collateral damage to newscasts.

During the new broadcast season that included elections, local late broad-cast news ratings on A25-54 were down significantly from the same period 2 years earlier and followed prime ratings loss on the stations.

Only NBC, which had primetime growth, saw ratings improvement in late news.

TOP 5 MARKETAggregate Late News A25-54 Ratings Change for the New Broadcast Season, Sept 23, 2013 to May 25, 2014 vs. 2 Years Prior

DMA ABC CBS NBC FOX

New York 8% 6 15% 6 15% 1%

Los Angeles 6 19% 6 25% 3% 6 23%

Chicago 6 10% 6 19% 26% 9%

Philadelphia 6 7% 6 21% 17% 6 13%

Dallas- Fort Worth

3% 6 28% 13% 6 24%

PewResearchCenter “With fewer people watching broadcast TV in general, local stations have little hope of reversing the long-term decline in audience for news in key time slots.”– Pew State of the News Media 2014

Conclusions:• Relying on heavy local news GRPs

to achieve goals means that consumer reach for ad campaigns is compromised, and the same viewers are hit over and over with the same commercial message.

• Going forward, the best remedy is to include specs in the media plan than allow local news GRPs to be reallocated to consumer-dense cable networks and dayparts.


AUDIENCE PLUS

Fortunately, at NCC we’re making significant investments to develop a new programmatic cable television and digital media buying solution that will tackle media efficiencies, effectiveness and ease of execution, while improving impression delivery and schedule performance. It’s called Audience Plus.

THE AUDIENCE PLUS DIFFERENCEAudience Plus will aggregate impressions across dozens of targeted

HOW IMPORTANT ARE MEDIA EFFICIENCIES, EFFECTIVENESS, AND EASE OF EXECUTION TO YOU?If you are a member of the media buying and planning community, these issues are likely to be among your top strategic challenges. And networks, broadcasters and digital publishers haven’t made much headway in overcoming these challenges for you.

cable networks and dayparts as one line item on your proposal. A NetworkPAK programming bundle matches your consumer target to the programming they watch and it’s all fully integrated with stewardship and inventory management systems.

NetworkPAKS are designed to target audiences across the highest rated consumer dense networks as well as the long-tail niche networks with unique appeal to smaller but enthusiastic audiences.

Audience Plus delivers targeted audiences, not just viewers. And NetworkPAKS make it happen. Select the NetworkPAK that is right for your brand.

This Owned House (P25–54 Homeowners)

Mass Affluent (P25–54 Investors)

My New Ride (P25–54 New Car Prospects)

Full House (P25–54 With Kids)

Are you getting ready for the revolutionary changes in media buying? We are.

Invite us to do a comprehensive review for you. Our eBusiness, research and sales teams will provide all of the necessary tools and

technology to get started with Audience Plus.

It’s A Guy Thing (M25–54)

Fabulous Females (F25–54)

Fashionistas (F25–54 Retail)

Core Consumers (P25–54)

Fast Foodies (P18–49 QSR)

New Truck Guys (M25–54 New

Truck Prospect)

Family Shoppers (F25–54 CPG)

Vacation Seekers (P25–54 Travelers)

Upscale Consumers (P25–54 $50k+)

Luxury Car Prospects (P25–54

Upscale Auto)

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There's a new resource that took several years to develop with our part-ner Mediaocean. It's called DARE. DARE stands for Direct Agency Rep Exchange. This process simplifies order maintenance by adding ratings to make-good offers, carrying ratings precision out to the hundredths and establishing a universal approach to managing electronic orders no matter what system you currently use.

eBUSINESS

Over ten years ago, NCC deployed an eBusiness suite of products that made cable work for you in local markets. NCC has invested significant time and resources to make our eBusiness application the best in the television industry. These applications are continually improved to meet ever-changing marketplace needs.

eBUSINESS: SUPPORTS AGENCIES WITH EXPERT RESOURCESAgency.spotcable.com provides NCC agency customers with a suite of secure electronic solutions from

online planning to interactive proposals, from order and contract management to electronic invoice tracking and downloads. From proposal to invoice.

NCC leads the industry in the development of seamless eBusiness solutions that allow agencies to access information simply and effectively on all cable, satellite, telco and digital platforms. Our team of professionals provide expert consultation on eBusiness technologies, agency buying processes and agency stewardship systems.

Cable has never been easier to plan and buy

PROMOTIONAL INTEGRATION CNN’s new morning program, “New Day” teamed up with EIGHT O’CLOCK to bring one lucky viewer and a guest to Vail Colorado for the ultimate ski trip.

PROGRAM SPONSORSHIP For exposure consumers will remember, make sure your next multi-market Spot Cable campaign includes NCC programming sponsorships.

How can you leverage the value of great cable programming in each market? AMPLIFY YOUR CABLE SCHEDULE IN LOCAL MARKETS. The promotional exposure you receive with NCC program sponsorships and sweepstakes is unlike anything you would receive on network cable television. With NCC, you get more…


CONSUMER MARKETING & SPONSORSHIP

MORE EXPOSURE YOU OWN A FULL :10 SECONDS OF THE :30 SECOND PROMO INCLUDING BRAND VIDEO AND PRODUCT CLAIM.

MORE NETWORKS YOUR PROMO DOESN‘T RUN ON JUST THE HOST NETWORK—IT RUNS ON DOZENS OF NETWORKS IN THE MARKET.

MORE PROMOS UNLIKE THE COMPETITION, YOUR PROMO SPOT RUNS OVER 100X FOR MAXIMUM EXPOSURE.

MORE SCREENS YOUR PROMO CAN ALSO BE INTEGRATED ON NCC GATEWAY SITES FROM AFFILIATES INCLUDING XFINITY, TWC CENTRAL, AND COX, AND NCC CREATES MICROSITES FOR ADVERTISERS TO COLLECT INFORMATION.

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BRANDED CONTENT

SHOWCASE YOUR BRAND Reach today’s consumers with original multi-media cable series. Our cable TV, on demand and online programming and promotional initiatives are designed to showcase your brand through sponsorship and content integration. All elements work together as one cross-platform program. NCC will work with you to feature your brand as part of the content. All in all, the end product is a truly integrated, multi-platform solution for brand marketers.

VALUE TO YOUR BRAND • Reach motivated consumers in highly targeted original programming.

• Engaging, relevant content.

• Ideal ad placement via in-context ads, long-form and branded content.

• Powerful promotional campaigns running cross-channel to drive viewers to your sponsored content and your long-form message.

Want to see examples of our consumer marketing and branded content initiatives? Go to:

Integrate your message reach with NCC’s custom branded content.

www.nccmedia.com/cable-advertising/promotions


Travis Fimmel as Ragnar Lothbrok from Vikings on The History Channel.

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20/20

EXPLORE THE NEW MEDIA LANDSCAPE

Maximize your television and online media investmentThe year 2020 is not that far away. Marketers and ad agencies will need crystal clear vision in the new media landscape. What can we expect? In 5 years, cable will still be the media of choice among your best consumers on every digital and advanced advertising platform. How they consume premium cable video will evolve from screen to screen. You can rely on NCC Media to remain on the leading edge of media strategies and technological innovations while following your audience’s consumption behaviors every step of the way. NCC, our owners and affiliates will work with you to ensure you receive the most effective and relevant media plan for your brand today and in the future.

1Empower your media department to include

the full range of cable, online and digital media products into every proposal for consideration.

2 Designate a unique line item in your local

TV media plan for cable. Applying broadcast specs to cable no longer works and compromises campaign effectiveness.

3 Include all cable, telco and satellite options

available in each market. The I+ partnerships deliver far greater ad penetration and significantly increases available cable GRPs. Allocate 30% or more of your spot television budgets to cable.

4 Use the NCC 20/20 Consultative Resources

Team to turn data into actionable intelligence.

5 Go multi-platform. Plan and buy NCC Digital

Media platforms in tandem with your cable buys in each available market.


HERE ARE THE TOP 5 KEY MEDIA BUYING AND PLANNING GUIDELINES THAT WILL IMPROVE THE EFFECTIVENESS AND RETURN ON YOUR LOCAL MARKET AD INVESTMENT.

FIVE POINTS

For consultative support call:

Andrew Capone Senior Vice President, Marketing & Business Development (212) 548-3386 [email protected]

Chris Foley Senior Director, Sales Marketing (212) 548-3392 [email protected]

Lori Givens Senior Director, Promotions & Corporate Communications (212) 548-3306 [email protected]

NCC Media has the industry leading consultative resources to navigate a fast changing media landscape.

nccmedia.com

2016 essential guide

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