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Animal Planet’s BE A HERO CAMPAIGN celebrates our animal friends through a charitable public service effort designed to give people across the country the opportunity to get involved on a local level and MAKE A DIFFERENCE in their own backyard. Through on-air cross channel spots, animal lovers will be directed to visit a participating sponsor (you!) to purchase or take a test drive. When they do, Animal Planet will MAKE A CONTRIBUTION to the local humane society or animal welfare organization on your behalf. In addition to the charitable donation, on-air spots will drive consumer traffic to your location by mentioning that a FREE thank you gift is available for contributing to the cause.
This promotion revolves around Animal Planet’s Heroes programming block, a consistently top-rated group of programs that highlight the courageous agents who protect and rescue animals from abuse and neglect. The programming block includes highlywatched shows like Miami Animal Police and Animal Cops: San Francisco, Animal Precinct, Animal Cops: Detroit and Animal Cops: Houston.
Animal Planet is truly a breed apart. No other television channel is exclusively dedicated to the emotional connection between humans and animals. With family friendly entertainment, Animal Planet provides fun, informative and heartwarming programs. Animal Planet is a safe haven that provides positive attitudes, strong values and deep loyalty. Living.Breathing.Entertainment.
It’s A Bird. It’s A Plane! It’s A Killer Audience That We Deliver! Our viewers are compassionate people with a love of animals. Besides knowing they have big hearts, we also know the following:
Key Facts About Animal Planet’s Cable Viewing Audience • 39% more likely to use recreational vehicles for road trips and 23% more likely to own a full size sport utility vehicle (Source: Neilson Market Breaks 1/04) i.e.: target Automotive • 21% more likely to have eaten at a family restaurant 6 – 9 times in the last 30 days i.e. target Restaurants • Over 270 million people visited National Parks last year to experience wildlife—equal
A Heroic Effort. A World-Class Reach. Animal Planet now reaches 85 million homes in the United States and 126 million homes in 70 other countries around the world. Our ratings have been going up every quarter for the last 13 quarters. We’re a popular network with a strong brand appeal.
Animal Planet Programming Statistics • The Eukanuba Tournament of Champions airs in early first quarter – in 2004 it garnered a 1.46 HH rating. (Source: NHI, February 2004) • The Animal Planet Heroes Strip shines from 10-11p and brought in a 0.79HH (Tues.), a 0.77HH (Weds.), a 0.66HH (Thurs.) and a 0.73HH (Fri.). (Source: NHI, February 2004) • Among total cable viewers, Animal Planet ranked among the top five basic networks that are perceived to be family-oriented, fun, entertaining, high quality, distinctive, and have many original programs/series. (2004 Beta Follow-Up to the Cable Subscriber Study – Brand Identity of Basic Cable Networks)
Tools That Will Swoop In And Come To Your Rescue! To ensure a successful campaign, we’ll supply you with a full range of compelling marketing resources. You’ll receive colorful and attention-grabbing point of purchase materials and signage, and a unique Thank You Gift for consumers to promote your participation in the promotion.
Top Three Reasons To Be A Hero With Animal Planet! 1. You’ll attract new customers and positively shape the experiences of your current customers by giving them positive reasons to spend their money with your business. 2. On-air spots and off-air materials will drive traffic and sales for you. 3. You’ll receive the “halo effect” of associating your business with a worthwhile cause and tap into Animal Planet’s enormously appealing brand equity.
Time For You To Be A Hero! Reserve your space in this promotion today! You can order a complete promotion kit by visiting www.disvoeryaffiliate.com. Once you log in, simply click on the “Ad Sales Promotion” section.
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