CN Final Presentation

SPONSORSHIPS & PROMOTIONS presents

Kids Marketplace Where do we stand among our competition?

Tuesday, August 6, 13

AGENDA 1. CARTOON NETWORK 2. OUR COMPETITORS 3. LIVE ACTION 4. TAKE-AWAYS Tuesday, August 6, 13

Where do we stand?

Position in market: Known to “super-serve” boys (6-11), aimed to be the “big brother” of our target consumer.

Brand Reception: Known for unique, original content that offers viewers a unique experience across media platforms.

Sponsorship/Promotions Style: Integrated sponsorships/promotions offered to a variety of clients, offers brands unique opportunities to tie into the Cartoon Network brand.

Online Agenda: Majority of on-air promotions have digital extensions, banner ads with click thru to mini sites.

Tuesday, August 6, 13

Our major competitors

Tuesday, August 6, 13

Position in market: Target audience is kids (6-11), aimed specifically at the “Tweens” demographic during prime viewing hours.

Brand Reception: Put’s kids first but also creates content that brings families together by stretching among demos.

Sponsorship/Promotions Style: Heavy integration of live/animated talent in on-air and digital promotions. *47% of kids and parents are more likely to purchase a product seen on one of Nick’s media platforms.

Online Agenda: Majority of on-air promotions have digital extensions, banner ads with click thru to mini sites.

Tuesday, August 6, 13

EXECUTION EXAMPLES Tuesday, August 6, 13

How does

differ from

?

•Nick offers a variety of content, including a large selection of live-action content.

•Nick offers more integration with live/animated talent to clients.

•Clients are given option to use talent that is in current production with the network. *This can be very expensive but provides large added value to client.

•Because of the network’s wide reach, non-traditional advertisers appear more frequently amongst their annual sponsors.

•Nick’s content offers a variety of shows that also offer a stand alone reputation (Spongebob Squarepants) that often stand alone as brands as well.

•Nick offers resort properties and theme park partnerships as prizing with clients.

Tuesday, August 6, 13

Position in market: Target audience is kids (6-11) and tweens (9-14), aimed to generate family friendly content.

Brand Reception: The Disney brand across all platforms is highly valued and maintains a family, friendly non-controversial image amongst consumers and advertisers.

Sponsorship/Promotions Style: Non-ad supported, accepts select sponsorships. Very select on what brands can attach Disney to their name. (2-3 per quarter)

Online Agenda: Very few digital sponsorship, select integration with sponsors.

Tuesday, August 6, 13

EXECUTION EXAMPLES Tuesday, August 6, 13

How does

differ from

?

•Disney Channel is non-ad supported, which means it only offers branding with 2-3 clients in a custom promotion format.

•Disney Channel content is appealing to the family demo and their live-action selection is vast. (They have a show theme/star to appeal to each audience) •Disney Channel stars have an added value to advertisers because they are cross promoted so heavily on-air.

•The Disney brand holds a “gold seal” of approval amongst consumers which makes association with their network highly valued to advertisers.

•When partnering with clients Disney offers prizing combination with their other properties (Disney World, Disney Resorts).

Tuesday, August 6, 13

Position in market: Disney XD is aimed at kids (6-14) specifically boys.

Brand Reception: The Disney brand across all platforms is highly valued and maintains a family, friendly non-controversial image amongst consumers and advertisers.

Sponsorship/Promotions Style: Disney XD is ad supported unlike it’s sister network, Disney Channel.

Online Agenda: Very little digital sponsorship, integration with sponsors on-air, primarily custom spots and :23/:07 tagged tune-ins.

Tuesday, August 6, 13

EXECUTION EXAMPLES Tuesday, August 6, 13

How does

differ from

?

•Disney XD shares the same target demo as CN but also offers a large range of live-action shows.

•Disney XD an ad-supported network, unlike its sister network, Disney Channel -This allows clients to advertiser on a Disney associated channel that is receiving a large push from it’s recognizable sister network.

Tuesday, August 6, 13

Position in market: The most co-viewed kids network, aimed at kids (6-11), co-venture by Hasbro and Discovery Communications to generate educational, entertaining content for family audience.

Brand Reception: Niche network amongst competitors, not as well known amongst target but quickly gaining higher viewership and more original content.

Sponsorship/Promotions Style: Integrated sponsorships/promotions offered to a variety of clients, offers brands unique opportunities to tie into the Hub.

Online Agenda: Majority of on-air promotions have digital extensions, banner ads with click thru to mini sites.

Tuesday, August 6, 13

EXECUTION EXAMPLES Tuesday, August 6, 13

How does

differ from

?

•The Hub is the newest amongst CN’s competitors and lacks the same brand recognition most of our competitors have.

•Just like CN, the Hub has client created content but part of their network is owned by Hasbro.

-This co-ownership by Hasbro and Discovery Communications has brought 2 big brands together to join forces.

•Provides family friendly content that attracts co-viewing audience.

Tuesday, August 6, 13

LIVE ACTION

Tuesday, August 6, 13

How are they being used?

Tuesday, August 6, 13

STARDOM KEY CROSS PROMOTION OF TALENT: •Promoted on Network between content.

•Use of talent through other media outlets (music and movies).

•Harness free exposure on network to add value to potential advertisers.

•BIG MONEY into talent = BIG PAY OFF down the road.

RISKS: *Shelf life on talent, age can play a factor as well as reception talent has with our target. *Back lash of media concerning talents action after leaving the network.

Tuesday, August 6, 13

TAKE-AWAYS •Be aware of the value of our competition.

•Be aware of the added value we have that clients may be unaware of.

•Fill the gaps and holes our competition leaves open and create added value there.

Tuesday, August 6, 13