The document discusses a marketing campaign by WABC-TV focused on parenting and family topics. It includes segments on health, hospitals, labor and delivery, baby gear, child development and more. The campaign offers sponsor packages that include spots in a half-hour special, vignettes, digital ads, and other elements. The target audience is women, particularly ages 25-54, and the campaign aims to support families from pregnancy through toddlerhood.

1. HEALTH. HOSPITAL. HOME.
Shannon Suppa
Ezra Doueck
Rebecca Sutcliffe

2. BABY GEAR
MOMMY
MOMENTS
CHILD
DEVELOPMENT
LABOR
&
DELIVERY
STRESS & PAIN
MANAGEMENT
BUDGETING
HEALTH. HOSPITAL.
HOME.
BABY
FEEDING
WABC-TV

3. WABC-TV
WABC IS HOME
59.7% FEMALE
BROAD CROSS SECTION
OF HOUSEHOLD INCOME
ESTABLISHED COMMUNITY
INITIATIVES:
OPERATION 7PROTECT OUR CHILDREN
ABOVE AND BEYONDLITERACY PROGRAM
SOURCE: SCARBOROUGH
35-44 45-5425-34 >54<24
22%
26%
19%
27.3%
4.7%
DEMOGRAPHICS

4. HEALTH. HOSPITAL. HOME.
WABC-TV
BIRTH RATE PER 1000 WOMEN
SOURCE: CDC
WABC IS HOME
MEN & WOMEN ARE GETTING
MARRIED LATER
AND HAVING CHILDREN LATER
ON IN LIFE
29 YRS OLD (+3.5Y SINCE 1970)
30 YRS OLD (RECORD HIGH)
6x
GROWTH
TRENDS:
NYC:

5. HEALTH. HOSPITAL. HOME.
LET’S TALK MONEY
MEDICAL SECTOR
AUTOMOTIVE SECTOR
HIGHEST CATEGORY GROWTH
UP 43%in 2014, 60%OVER 5 YEARS
LARGEST CATEGORY: $70 MILLION HEALTH: #2 CATEGORY
DIGITAL
WABC-TV

6. WABC-TV
TOP SAFETY PICK +
WINNER IN LARGE FAMILY
VEHICLES AND SUV
CATEGORIES
TECHNOLOGY TO KEEP
FAMILY ENTERTAINED
DURING LONGER TRIPS
SPECIALIZES IN PRENATAL
SECTOR WITH CLASSES IN
CHILDBIRTH, PARENTING,
AND BREASTFEEDING
STATE-OF-THE-ART
TREATMENTS FOR
DISORDERS OF THE
REPRODUCTIVE SYSTEM.
FOCUSES ON RAISING
HEALTHY, HAPPY BABIES
PARENTHOOD PARTNER FROM
PREGNANCY TO PRESCHOOL
SAVINGS, FINANCIAL, AND
SUPPORTING YOUR SITTERS
100+ BABY SPECIFIC PRODUCTS
INCLUDING NO-TEAR SHAMPOO
CARE FOR PARENTS AS WELL AS
CHILDREN FROM INFANCY TO
TODDLERS
ADVERTISERS:
FLEXIBILITY: TAILOR CAMPAIGNS TO ADVERTISER FLIGHT DATES

7. PACKAGE ELEMENTS
ON-AIR DIGITAL TAXI TV
- VIGNETTES
- CORPORATE
MESSAGES
- TUNE - INS
- HALF HOUR SPECIAL
- HOMEPAGE
TAKEOVER
- BANNER ADS
- VIDEO
ADVERTISEMENT
- COMPANION
BANNER
WABC-TV

8. TOTAL INVESTMENT: $20,000 PER SPONSOR
HEALTH. HOSPITAL. HOME.
HALF HOUR SPECIAL:
AIR DATE:
SATURDAY MAY 7TH 2016
@ 7PM
HOSPITAL FACILITIES TAKING YOUR BABY
HOME SAFELY
BABY’S FIRST BATH
YOUR BABY’S
NUTRITION
WABC-TV
4 SEGMENTS
2 SHARED BILLBOARDS
2 COMMERCIAL SPOTS
PER SPONSOR

9. SPONSORSHIP INCLUDES:
VIGNETTES
SAMPLE SCRIPT:
“ Did you know there are over 82 million mothers in the U.S? Yet
today about eight percent of children are still born without
adequate prenatal care. In this complicated time, make sure that
you are prepared to welcome your newest family member with open
arms. Become educated on topics such as conception and health,
and schedule regular screenings with your specialist to avoid
issues while ensuring safety throughout. HEALTH, HOSPITAL, HOME.
Brought to you by New York Presbyterian Hospital and Toyota.”
3 WEEK FLIGHT
MIN. SPOTS
AUDIO + VISUAL
MENTION
04/25 - 05/15 M-F
WABC-TV
CO-BRANDED
X

10. VIGNETTE MEDIA SCHEDULE
WABC-TV

11. TUNE-INS & MEDIA SCHEDULE
WABC-TV
FLIGHT DATES: 5/1 - 5/7 MIN. 15X PROMISED 4 SPONSORS VISUAL MENTION* * * *

12. SAMPLE SCRIPT:
“At Gerber, we recognize every mother’s hard work in fostering
healthy growth and development in their families. ABC7 values
family, and that is why we’ve partnered with them to help raise
and nourish the next generation. From all of us here at Gerber,
we’d like to wish you a Happy Mother’s Day.”
CORPORATE MESSAGE
2 WEEK FLIGHT
MIN. SPOTS
AUDIO + VISUAL
MENTION
04/25 - 05/08 M-F
X
COMMUNICATES CORE
MESSAGE
MOTHER’S DAY SPECIFIC

13. CORPORATE MESSAGE MEDIA SCHEDULE

14. WABC-TV
DIGITAL
NATIVE ADS
HOME PAGE TAKEOVER - MIN 150K IMPRESSIONS
Introduces our viewers to sponsor
related news covering through the use
of carefully integrated content with a
clear sponsor message.
1. PRENATAL
2. PREGNANCY
3. POST-PARTUM
BONUS: CO-BRANDED HOMEPAGE TAKEOVER
You can’t get more presence on ABC7NY than this! Our Homepage Takeover allows advertisers
to exclusively take over every ad on the ABC7NY home page – across all platforms. Using both
adhesion and display ads, this is the ideal ad opportunity for an advertiser who wants to
make a big impact with a unique and high-profile placement.

15. DIGITAL PLAN
COST PER SPONSOR: $7,500

16. TAXI
WABC-TV
6,300
(6,600)
CABS IN
NYC
32 DAILY
PASSENGERS
TOTAL
IMPRESSIONS
PROMISED
588
THOUSAND
10 HOURS/DAY
@$18 CPM
8AM-6PM
FLIGHT: 05/01-05/07
:15 VIDEO NET= $7,000
*BONUS if available
DEMO:
Upscale, Highly Educated,
Predominately Female

17. WABC-TV
ABC EXPENSES
ON-AIR
HALF HOUR SPECIAL $20,000
VIGNETTE $60,000
CORPORATE MESSAGE $15,000
TUNE IN $20,000
TAXI TV $7,000
DIGITAL $7,500
TOTAL $129,500
ABC EXPENSE PER SPONSOR = $32,400

18. WABC-TV
COST PER SPONSOR
ON-AIR
HALF HOUR SPECIAL $10,000
VIGNETTE $30,000
CORPORATE MESSAGE $15,000
TUNE IN $5,000
TAXI TV $1,750
DIGITAL $7,500
TOTAL $70,000
PROFIT PER SPONSOR = $37,600
PROFIT PER
PACKAGE =
$150,400

19. Shannon Suppa
Ezra Doueck
Rebecca SutcliffeHEALTH. HOSPITAL. HOME.
THANK YOU !