About Us
Rural Media Group, Inc. (RMG) owns and operates the world’s largest portfolio combining rural-based satellite/cable delivered media and entertainment companies including: RFD-TV, RFD HD, RURAL TV, RFD-TV The Magazine and RFD-TV The Theatre. Launched in December 2000 and now in its 10th year of broadcasting, RFD-TV is the nation’s first 24-hour television network dedicated to serving the needs and interests of rural America with programming focused on agriculture, equine and rural lifestyle, along with traditional country music and entertainment. The channel is now distributed into more than 40 million homes worldwide by DBS and cable systems. Production originates in studios located in Nashville, Tennessee, with corporate headquarters in Omaha, Nebraska for RFD-TV, RFD HD, and RURAL TV, the company’s new international channel. RFD-TV The Magazine now has more than 180,000 paid subscribers for its bi-monthly publication, and the company continues to operate RFD-TV The Theatre in Branson, Missouri. For more information, visit www.rfdtv.com
Overview
US Television Households
Adult Viewers Weekly Nielsen Media Research, 2010 - 2011
Distribution
with Every Major Distributor
High Rankings vs The Competition
Adults 50+ (Audience Composition)
C & D County (Audience Composition)
Time Spent Viewing (Adults 50+) Nielsen Media Research, 2010 - 2011
High Rankings vs The Competition
Farmer & Rancher Viewership Prime-time (Audience Composition)
Distribution Growth (Percent Gain ‘10 vs ’09)
Nielsen Media Research, 2010 - 2011
Weekly Audience Growth Since 2007
Adults 18+ 14,000,000
13,215,000
12,000,000
11,746,476
10,000,000 8,000,000
11,211,200
+74%
9,472,000
Increase
7,611,660
6,000,000 4,000,000 2,000,000 0
Jan ‘07 Jan ‘08
Jan ‘09
Jan ‘10
Jan ‘11
Aggregate Weekly Viewership Average, Nielsen Media Research [January 2011 = week ending 1.2.11]
Viewer Profile
RFD-TV Viewers
Own Their Home
Audience Growth Adults 50+
(August 2010 vs April 2009)
Nielsen Media Research, 2010 - 2011
Viewer Profile
RFD-TV Viewers
New Vehicle Prospects More Likely To Purchase New Truck Adults 50+
Nielsen Media Research, 2010 - 2011
AgriBusiness Delivering Over Adults Weekly
Nielsen Media Research, 2011
Equine Delivering Over Adults Weekly
Nielsen Media Research, 2011
Rural Lifestyle Delivering Over Adults Weekly
Nielsen Media Research, 2011
Music & Entertainment Delivering Over Adults Weekly
Nielsen Media Research, 2011
Original Programming
Special Guests Little Jimmy Dickens Earl Scruggs Josh Turner Charlie Daniels Charley Pride Dierks Bentley Connie Smith Del McCoury John Rich Gretchen Wilson Mel Tillis Buck Trent The Oak Ridge Boys Emmylou Harris
Ronnie Milsap Ray Price Ricky Scaggs Merle Haggard Vince Gill Dolly Parton Patty Loveless Willie Nelson Loretta Lynn Randy Travis Brad Paisley Travis Tritt Keith Urban Paul Shaffer
Past Guests
0.00
Nielsen Media Research, 2010 - 2011 TRU
FX
WE
NGC
ESPN
Disc Hlth
TBSC
BIO
Disc Espanol
FOOD
TLC
Reg Sports
BET
CNTRC
NICK
HI
FAM
HIST
BBCA
BRVO
HGTV
CHIL
OXYG
AMC
MSNBC
NKTNS
LIF
SYFY
FOXNC
TVL
GSN
SLTH
HLMC
AEN
LMN
TV1
TNT
25.00
ID
HALL
USA
SOAP
Average Minutes
Loyal Viewers
For Adults 50+ Average Length Of Time Spent Viewing
20.00
15.00
10.00
5.00
Growth Outpaces The Competition +31%
Adults 50+
Since April 2009
+5% FamNet
+1% Speed
Weather
-9%
Hallmark
GAC
-26% -47%
Nielsen Media Research, NPOWER, April 2009 A50+ Impressions compared to August 2010
25,000
20,000
0 TRAVEL BET FSE DISC HEALTH HIST INTL NAT GEO SOAP NET G4 WGN AM BIOGRAPHY SCIENCE DISC ESPAN NFL BBC AM TEENICK TVGN VS ENN CNBC MUN2 DIY FUSE GAC ESPN HD GOLF NICK TOONS STYLE FOX REALITY VH1 Cl FOX SOCCER LOGO DISNEY DOCUMENTARY ESPN CL ESPNEWS FOX BIZ GOL TV IN COUNTRY NHL OVATION SPORTSMAN TV1 120+ Add'l Nets
DISH Network Channel Comparison 40,000
35,000
30,000
DISH Network Channels
15,000
10,000
5,000
Nielsen Media Research, Mon-Sun 8pm-11pm, AQH Households, January 2010
I.D.
0
Nielsen Media Research, Saturday 6pm -12am, AQH Households, January 2010 TV1
GOL TV
LOGO
FSC
STYL
NKTNS
VH1C
REAL
MUN2
FUSE
GAC
CNBC
ESPD
ENN
TEENICK
DIY
TVGN
GOLF
GALA
HLN
DISC ESPAN
WGNA
MSNBC
G4
SOAP
40,000
DSCI
50,000
NFLN
60,000
BBCA
70,000
VS
HI
TWC
NGC
DHLT
BIO
ESPN2
BET
MTV2
TRAV
FSE
WE
VH1
REG SPORTS TTL
MTV
MIL
DXD
CNN
OXYG
SPEED
CMT
BRVO
GSN
ADSM
ENT
APL
DISH Network Channel Comparison 80,000
Many Top Networks Saturday Night Prime-time
30,000
20,000
10,000
DIRECTV Channel Comparison
50,000 45,000
DIRECTV Channels
40,000 35,000 30,000 25,000 20,000 15,000 10,000
Nielsen Media Research, M-Su 8p-11p, AQH Households, January 2010
120 + Cable Nets
VS
FSC
GOL TV
CNBC
MUN2
ESPN HD
VH1C
LOGO
FUSE
TV GUIDE
GOLF
GAC
DIY
STYLE
TWC
ESPNEWS
FOX SPORTS
GALA
DISC ESPAN
BBC AM
G4
REAL
MTV2
SPEED
NICK TOONS
MILITARY
WGNA
CMT
BIO
0
NFL
5,000
Beats The Competition In C&D County Viewership 250%
+234%
Skews More Likely C & D County Viewership
200%
150%
+147% +145%
+139%
+135%
100%
+121%
50%
0%
Weather
C & D County Index To Total US
GAC
Speed
Nielsen Media Research, NPOWER, 3Q 2010
Hallmark
Family Net
Likelihood To Reach Truck Owners Delivers Truck Owners With A High Likelihood To Purchase 124
140
123
120
115
111
100
101
80
91
60 40 20 0
Weather Truck Owners Index vs Total US Adults 50+
GAC
Speed
Hallmark
Nielsen Media Research, Prime-time, A50+, September 2010
Family Net
Farmers & Ranchers More Likely To Watch RFD-TV In Prime-time +475%
+295% +243% +147% +93% Speed
Weather
Family Net
Farmers & Ranchers Index To Total US
Nielsen Media Research, 2010 - 2011
GAC
+85%
Hallmark
RFD-TV Broadcasts Reach 63% Of All Farmers & Ranchers
Market Breaks: HOH Farmers, January 2010, Nielsen Media Research
Farmers & Ranchers Viewership Viewership By Daypart 700,000 600,000 500,000 400,000 300,000 200,000 100,000 m 6am-9a m Mon-Fri am-12p 6 ri m -F n Mo 2pm-4p 1 ri m Mon-F 4pm-6p ri m -F n o M 6pm-8p -F pm Mon ri 8pm-11 n pm u -S Mon 6am-12 pm Sat-Sun 12pm-6 m tSa Sun 6pm-8p Sat-Sun -6am n 12am Mon-Su
Market Breaks: HOH Farmers (Impressions = Farmers HHs x Farmers A18+), 4Q, Nielsen Media Research
Over 1/3 Of All RFD-TV Viewers Own Horses With Targeted Equine Programming 100 90 80 70 60 50 40 30 20 10 0
31.6% 6+ Horses
28.6% 34.3%
1 Horse
Own Horses Own Horses (Any)
2-5 Horses
39.8%
Number of Horses Owned
Market Breaks: January 2010, Nielsen Media Research
RFD-TV Viewers Own Pets With Targeted Rural Lifestyle Programming 100
29.3%
90 80 70 60 50
3+ Pets
83.8% Own Pets
24.4%
2 Pets 1 Pet
40 30
46.3%
20 10 0
Any Pet
Number of Pets Owned
Market Breaks: January 2010, Nielsen Media Research
Market Minute
Rates
Trading Hours 9am - 2pm
$2,000
Post Trading Hours $1,250 2pm - 6pm
Prime-Time
$3,000
Overnights
$1,000
Weekends
$1,750
6pm - 11pm 11pm - 9am
• Two-minute self contained break that focuses on cash & futures prices for all commodities. • Airing every half-hour throughout the day. • Grains updated at 28 past the hour. • Livestock at 58 past the hour. • Produced “live” during trading hours beginning at 10:58am Eastern. • Recaps of the day’s commodity news airing after markets close and in prime-time. • Weekend Market Minute recapping the week's action, while looking forward to the coming week's possible trade. Sponsor Features • :30 commercial spots available at the beginning and the end of each report. • Sponsor’s logo on full screen graphics showcasing the high, low, last, and net change. Sponsor Benefits • Reach more farmers/ranchers/cattlemen with RFD-TV Market Minute than all other local market buys combined. • Nielsen measured. • Embedded commercial spot in body of report. • Repeats on RFD-TV website for the entire half-hour plus streaming.
Exclusive Broadcaster
Fast Facts Superior Livestock Auction
Of Superior Livestock Auction For The Past 9 Years
Broadcasting Over 400 Hours Yearly
Now Available for 2012 Buys
Exclusively on RFD-TV, RFDHD, RURAL TV
Auction Preview
Hourly Sponsorships
Over $1.8B Traded Yearly with 93% of Sales Generated from RFD-TV Viewers
Half-Hour Preview of Auction Scheduled For That Day. Immediately Proceeding Each Auction Start • Opening/Closing :05 Billboard • Spot Buys of :30 or :60 in the Pre-Auction Broadcast
RFD-TV reaches
$2,500 per :30 Spot
One-Hour Sponsorship During Actual Auction • Company Logo on Lower Left • Website Information • Animation Option • Message Scroll on Bottom Line of Television Screen
Neilsen Media Research
Livestock Market Report
Cowmercial Broadcasts
Immediately Follows Each Auction. Originating In RFD-TV Nashville Studios • Opening/Closing :05 Billboard • Spot Buys at :30 or :60 in Market Report • Company Logo on Set • “Live” In Studio Interview Available For An Additional Fee
Immediately Follows Livestock Market Report • Feature Your Company Video Immediately Following The Superior Market Report • Optional “Live” Interview • On Set With Ability To Take Viewer Phone Calls
Watch RFD-TV
Beef Board Survey
$2,500 per :30 Spot
$5,000 per Hour
75% of All Cattlemen
1.2 Million Farmers / Ranchers
$1,000 per Minute
Advertising Rates Standard :30 Rates
Packaged Ad Rates
The following are gross advertising rates for RFD-TV for the 2011 calendar year. All rates listed are for :30 ad units and longer length spots will be pro-rated accordingly.
Special “Packages” will be made available to advertisers seeking to focus in on one specific daypart/genre while using other dayparts/genres to increase overall reach and voice across the network.
For example: A :60 morning agriculture show = $2,000 (2 x :30 rate). A :120 morning agriculture show = $4,000 (4 x :30 rate). Agriculture
Equine
Rural Lifestyle
Music & Entertainment
Morning: Mon-Sun 6am -12pm
$1,000
$750
$500
$750
Daytime: Mon-Sun 12pm - 6pm
$1,000
Prime: Mon-Sun 6pm - 12am
$1,500
$1,250
$1,000
$1,500
Overnight: Mon-Sun 12am - 6am
$400
$400
$400
$600
$650
$500
$650
Friday Evening Rural
Friday Night Family Entertainment
Saturday Morning Ag Business
Saturday Night Entertainment
Morning
1 Spot
1 Spot
1 Spot
1 Spot
Daytime
1 Spot
1 Spot
1 Spot
1 Spot
Prime
1 Spot
1 Spot
1 Spot
1 Spot
Overnight
1 Spot
1 Spot
1 Spot
1 Spot
Key Spot
1 Spot
1 Spot
1 Spot
1 Spot
Price
$1,700
$2,450
$1,700
$2,450
Individual Show Sponsorships Contact your RFD-TV Representative for details, who will coordinate with each show’s representative. • Available with opening/closing billboards, spots, and special promotions.
*Rates subject to change without notice
Advertising Rates Premium :30 Rates
RFD-TV “LIVE”
Certain shows within the RFD-TV line-up deliver extraordinarily passionate, loyal, targeted and valuable audiences, therefore commanding premium rates.
RFD-TV offers key advertising partners a forum to discuss their products and services in a 60 minute live, interactive call-in format. • One repeat the following day. • Now two options available: Monday night 8pm (EST) and Thursday night 10pm (EST). • Host, production staff & Nashville studio included. • Graphic production, rehearsal, & pre-show meeting/dinner. • Twenty (20) :30 Spots promoting the broadcasts. • Copies provided for webcast or other distribution.
Programming
Rate
Premium Entertainment
Country’s Family Reunion Crook & Chase Cumberland Highlanders Hee Haw Larry’s Country Diner The Marty Stuart Show Midwest Country Ralph Emery LIVE
$2,000
Premium Agriculture
Ag Day Ag PhD America’s Heartland Corn College TV This Week in AgriBusiness Successful Farming Machinery Show US Farm Report
$1,500
Programming
Duration
Rate
RFD-TV “LIVE”
1 Hour
$35,000
*Rates subject to change without notice
Magazine / Web RFD-TV The Magazine
RFDTV.com
RFD-TV publishes a bi-monthly magazine that is viewed by more than 180,000 of RFD-TV’s most loyal and avid viewers. Advertisers looking to capitalize on this highly referenced periodical have multiple options listed here.
RFDTV.com is the digital/online resource for all things related to RFD-TV. Our viewers visit regularly and often around the world for everything from programming information to watching live streams of the network. Advertisers can reach the digital RFD-TV audience through multiple units.
Ad Size
Rate
Unit
Size
Rotation
Monthly Rate
Full Page Spread - 4 color
$10,000
Exclusive Push Down Menu
125 x 125
Exclusive
$10,000
Cover 4 - 4 color
$6,800
Leaderboard
728 x 90
1 out of 10
$8,000
Cover 3 - 4 color
$6,500
Display Ad
300 x 250
1 out of 10
$8,000
Half Page Spread - 4 color
$5,600
Video On Demand (VOD)
:15 pre-roll
1 out of 5
$8,000
Full Page - 4 color
$5,300
2/3 Page - 4 color
$3,900
Half Page - 4 color
$2,900
1/3 Page - 4 color
$2,350
1/4 Page - 4 color
$1,850
1/8 Page - 4 color
$550
1/8 Page - Black & White
$400
*Rates subject to change without notice
The Magazine RFD-TV The Magazine is enjoying its 8th year delivering not only the program guide but also topical articles and pictures to entertain and keep you "in the know" about rural lifestyle, agriculture, equine and music & entertainment. The Magazine began as a request from our viewers and has now grown to over 180,000 subscribers. • • • • • •
Launched in July 2003 Over 180,000 $30 subscriptions sold Six (6) issues per year Detailed program schedule, grid, and highlights Deadline - 45 days prior to issue date ABC Audited
Editorial Calendar Issue Date
Theme
January/February 2012
Events
March/April 2012 May/June 2012 July/August 2012 September/October 2012 November/December 2012
Rural Tourism (Branson, MO) Landscape Viewer Survey Rural Youth Anniversary Issue
The Website RFDTV.com is the online resource for all things RFD-TV. RFDTV.com enables users to view hundreds of shows from our extensive video library and view a live stream of the channel as Country Club members. The site sees visitors from across the globe, with nearly half-million views each month. Advertisers can reach RFDTV.com users through a variety of static, rich media and/or video pre-roll packages. Other online features include: • Detailed Program Schedule • Show pages, with extensive content • Important RFD-TV updates and announcements • Rural Events Calendar • Online Store • Live Video Streaming • Video On Demand • Photo Contests • Viewer Survey
The Theatre Located in the heart of Branson’s theatre district, RFD-TV The Theatre opened in March 2007 to showcase the stars and shows seen each week on RFD-TV. Featuring live tapings of original programming, as well as concerts by national headliners. Guests Have Included: • Willie Nelson • Marty Stuart • Connie Smith • Brulé • The Beach Boys • Lorretta Lynn • Leann Rimes • Country’s Family Reunion • Midwest Country • The Jimmy Sturr Orchestra • Randy Travis • Bill Anderson
Special Broadcasts • • • • • • • • •
30 hour "live" broadcast over 4 days in October Nine (9) sessions – day-time & prime-time 8th consecutive year Hosted by Orion Samuelson & past FFA Presidents Ten (10) commercial spots in FFA Convention Preview Show Twenty (20) promotional spots in month leading up to the convention broadcast Chyron animation during session broadcasts Opening/Closing Billboards Company interview during broadcast
Sponsorship - $50,000 FFA National Convention Live Telecasts on RFD-TV are viewed by
over 250,000
current members, alumni, family friends, educators and interested parties alike
Nielsen Media Research, 2011 (estimated)
Special Broadcasts • • • • • • • • •
Making of the Float one-hour special "Live" 2-hour broadcast of the Tournament of Roses Parade with limited commercial interruption Hosted by Orion Samuelson and Pam Minick Two (2) repeats of both broadcasts Sponsor billboards each hour Twenty five (25) promotional spots in month leading up to the Tournament of Roses Parade Commercial spot in each hour of the broadcasts Company interview in Pre-Parade broadcast Two (2) company guests in Pasadena for float decoration, premium parade tickets, Rose Bowl tickets, and hotel accommodations
Sponsorship - $60,000
Special Broadcasts
• • • • • • •
"LIVE" 3-hour broadcast from LA Equestrian Center Hosted by Pam Minick Features equine performers scheduled to appear in the Tournament of Roses Parade Opening/Closing Billboards Six (6) commercial spots in the Equestfest broadcast Twenty (20) promotional spots leading up to Equestfest Company interview during the broadcast
Sponsorship - $25,000
Special Broadcasts
1,200,000
+60%
1,000,000
800,000
681,000
600,000
400,000
1,177,000
Year-To-Year Increase
2010 735,000
454,000 350,000
200,000
211,000
Adults 18+
0
70,000
146,000
ROSE PARADE BUILDING THE FLOAT
EQUESTFEST Year To Year Totals / Increase
Nielsen Media Research, 2009, 2010, 2011
2009
Unique Marketing
• • • • •
Year long celebration of Roy Rogers’ 100th Birthday Numerous stops at major rural events, rodeos, and state fairs Rose Parade Float with Trigger and Bullet Promotional spots on-air for sponsors announcing tour dates On-site marketing at stops
Package - Ask For Details
• • • • • • • • • • • •
10 Year Reputation Nielsen Rated Large & Growing Audience Target Individual Shows or Genre Buys Options Include :30, :60, 2:00, Extended Videos “Live” Interactive Productions Extensive Web Options – Streaming & VOD RFD-TV The Magazine – 180,000+ Paid Subscriptions 80 Independent Programmers RFD HD RURAL TV (HD) Rural America’s Most Important Network
Rural Media Group, Inc. 4th
1 Valmont Plaza, Floor Omaha, NE 68154 Phone: (402) 289-2085 Fax: (402) 289-0192
The Theatre
Network Operations 3201 Dickerson Pike Nashville, TN 37207 Phone: (615) 227-9292 Fax: (615) 227-2190
The Magazine
w w w. r f d t v. c o m