Ad Sales Presentation Pan Regional March 09


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Ad Sales Presentation Pan Regional March 09

  1. 1. Advertising Overview 2009
  2. 2. Television. Evolved <ul><li>The second largest pay television platform in the World </li></ul><ul><ul><li>22 million subscribers in two continents. More than 80 million viewers </li></ul></ul><ul><ul><li>5.5 million subscribers in Latin America - More than 20 million viewers </li></ul></ul><ul><li>The only regional fully digital, high definition television provider </li></ul><ul><li>More than 5000 hour of exclusive live programming </li></ul><ul><ul><li>sports </li></ul></ul><ul><ul><li>series </li></ul></ul><ul><ul><li>entertainment event </li></ul></ul><ul><li>More than 300 channels </li></ul><ul><ul><li>the most complete local, regional and international video offer </li></ul></ul>
  3. 3. More. None Better! <ul><li>DIRECTV has thousands of hours of exclusive, original content </li></ul><ul><li>Some of the most popular sports and other events are available only on DIRECTV </li></ul>
  4. 4. Continued Growth <ul><ul><ul><li>DIRECTV is the premium pay television service in the continent. </li></ul></ul></ul><ul><ul><ul><li>In Latin America and the Caribbean, DIRECTV has more than 5 million subscribers. </li></ul></ul></ul><ul><ul><ul><li>DIRECTV has experienced more growth in viewership than any other pay TV provider; approximately 15% per year. </li></ul></ul></ul><ul><ul><ul><li>Through acquisition, production & distribution of unique and exclusive channels and programming, and the best technology available DIRECTV provides viewers with the premier television experience . </li></ul></ul></ul>country 3Q 06 3Q 07 3Q 08 Growth Argentina 458,405 576196 776,309 69% Brasil 446,835 1,200,779 1,577,760 253% Caribbean 19,689 26,312 37,308 89% Chile 71,233 93,583 106,722 50% Colombia 88,259 135,084 172,513 95% Ecuador 23,951 26,210 27,331 14% Peru 9,240 34,740 51,233 454% Uruguay 9,600 10,483 13,260 38% Venezuela 381,794 518,924 725,356 90%
  5. 5. DIRECTV Subscriber Profile
  6. 6. DIRECTV Subscribers <ul><li>DIRECTV subscribers are 221 times more likely to belong to the upper third social economic level </li></ul><ul><li>That’s more than all other mass media out there! </li></ul><ul><ul><li>Subscribers are balanced by gender </li></ul></ul><ul><ul><li>Average 35 years of age </li></ul></ul>Source: TGI Latina Doublebase 2007. Unified Social-Economic Index for Ar,Cl,Co,Ve. Have Internet Access in the Household, Subscribe to DIRECTV, Subscribe to Cable TV, Subscribe to a weekly or monthly magazine, Read a newspaper most days, Listens to radio regularly Note: Data based on self-reported information. Respondents’ gender/age/marital status Pan-Regional includes samples from Argentina (national), Chile (Gran-Santiago), Colombia (6 cities) and Venezuela (6 markets) Source: TGI Latina 2007 Doublebase. Marital Status Age Gender Socio-economic Status
  7. 7. Education Note: Data based on self-reported information. Respondents’ education. Pan-Regional includes samples from Argentina (national), Chile (Gran-Santiago), Colombia (6 cities) and Venezuela (6 markets) Source: TGI Latina 2007 Doublebase. PAN ARG CHI COL VEN <ul><li>A third of subscribers have a College Education </li></ul>
  8. 8. Employment Note: Data based on self-reported information. Respondents’ employment Pan-Regional includes samples from Argentina (national), Chile (Gran-Santiago), Colombia (6 cities) and Venezuela (6 markets) Source: TGI Latina 2007 Doublebase. PAN ARG CHI COL VEN
  9. 9. Miscellaneous Understand another language on TV Number of individuals in the household Note: Data based on self-reported information. Respondents’ education and household composition Pan-Regional includes samples from Argentina (national), Chile (Gran-Santiago), Colombia (6 cities) and Venezuela (6 markets) Source: TGI Latina 2007 Doublebase.
  10. 10. DIRECTV Consumer Habits
  11. 11. Ownership <ul><li>DIRECTV Subscribers show an upper class consumption pattern </li></ul>Percentage of DIRECTV subscribers who have <ul><li>DIRECTV Subscribers are… </li></ul><ul><li>27 times more likely to buy or lease in the next 12 months </li></ul><ul><li>64 times more likely to buy new, rather than used </li></ul><ul><li>Highly value publicity in their auto brand selection process </li></ul><ul><li>Most likely looking for a 3-door, followed by a 5-door vehicle </li></ul>Most important car attributes Note: Data based on self-reported information. Respondents’ ownership Pan-Regional includes samples from Argentina (national), Chile (Gran-Santiago), Colombia (6 cities) and Venezuela (6 markets) Source: TGI Latina 2007 Doublebase. Top 10 Car Brands 1 Daewoo Lanos (Col) 2 Peugeout 306 (Arg) 3 Peugeot Partner (Arg) 4 Mazda B200, B2600 (Col) 5 Hyundai Getz (Col) 6 Honda *unspecified (Ar, Cl, Ve) 7 Renault Logan (Col) 8 Ford Escort (Arg) 9 Mitsubishi (Col) 10 Fiat Siena (Arg)
  12. 12. Mobile <ul><li>DIRECTV Subscribers are… </li></ul><ul><ul><li>15 times more likely to own a cellular phone </li></ul></ul><ul><ul><li>More likely to value company reputation and quality over anything else when selecting a phone </li></ul></ul><ul><ul><li>More likely to use Internet and Multimedia Messaging </li></ul></ul><ul><ul><li>More likely to have an advanced phone, with speaker, voice recorder, camera, etc. </li></ul></ul>Note: Data based on self-reported information. Respondents’ ownership Pan-Regional includes samples from Argentina (national), Chile (Gran-Santiago), Colombia (6 cities) and Venezuela (6 markets) Source: TGI Latina 2007 Doublebase. Brand Recall Fragrances Top 25 brands <ul><li>DIRECTV Subscribers are… </li></ul><ul><ul><li>More than 10 times more likely to use a fragrance and be loyal to a single brand </li></ul></ul><ul><ul><li>Colognes are preferred over perfumes </li></ul></ul><ul><ul><li>448 times more likely to spend more than US$90 in fragrances </li></ul></ul>1 Channel (Ar, Co, Ve) 2 Gabriela Sabatini (Ar, Ve) 3 Giorgio Armani (Ar, Co, Ve) 4 Christian Dior (Ar, Co, Ve) 5 Givenchy (Ar, Co, Ve) 6 Kenzo (Ar, Cl, Co, Ve) 7 Benetton (Ar, Co, Ve) 8 Boucheron (Ar, Co, Ve) 9 Gucci (Ar, Co, Mx, Ve) 10 Adidas 11 Cartier (Co, Ve) 12 Dolce & Gabbana (Ar, Co, Ve) 13 Paloma Picasso (Ar, Cl, Co) 14 Yes Saint Laurent (Ar, Co) 15 Ebel (Cl, Co, Mx, Ve) 16 Paco Rabanne (Ar, Cl, Mx, Ve) 17 Hugo Boss (Cl, Co, Mx, Ve) 18 Calvin Klein (Ar, Co, Mx, Ve) 19 Carolina Herrera (Ar, Co, Mx, Ve) 20 Others 21 Tommy Hilfiger (Co, Mx, Ve) 22 Avon 23 Azzaro (Ar, Cl, Co, Mx, Ve) 24 Gianni Versace (Ar, Co) 25 Guess (Ar, Co, Mx, Ve)
  13. 13. Multimedia Solutions TV Mag Web IVR POS DM
  14. 14. Freestyle Campaigning <ul><li>DIRECTV can customize your media to fit your needs! </li></ul><ul><li>Through our multiple touch-points, we are able to reach ONLY the consumers you are interested in reaching, thus delivering a particular geo-target or genre. </li></ul><ul><li>Efficient price point. Whether you are buying pan-regionally or in select countries, we can provide you with a lower average unit rate. </li></ul><ul><li>Our enhanced platform allows for co-op opportunities – delivering call to action touch-points that will qualify your ad campaign. </li></ul><ul><li>Take advantage of our In-house production capabilities and save even more. </li></ul><ul><li>Exclusive channels – 100% customizable to fit your needs! </li></ul>
  15. 15. DIRECTV Multimedia Solutions Television 5MM Subscribers iTV & Internet Interactive Games, Database Access Magazine 1.7MM Readers IVR more than 1MM Calls/Month Points of Sale 4,000 Stores/Kioks Direct Mail 4MM+ Statements Mailed Monthly TRADITIONAL MEDIA Below-the-line One Message, Many Outlets
  16. 16. Premier Television Lifestyle Music Variety Kids Movies <ul><li>DIRECTV has branched out and launched new channels and series. Exclusive DIRECTV channels produce and air hundreds of hours with sneak previews, concerts, movies, series and exclusive programming providing advertisers with many advertising opportunities including product placement, integration and contests. </li></ul>...and many more! News Sports EXCLUSIVE PRODUCTIONS CONCERTS & SPECIAL EVENTS EXCLUSIVE SPORTS COVERAGE AD INSERTION ON OVER 30 CHANNELS TV
  17. 17. TV: Way More to It! <ul><li>The PPV experience allows sponsorships of movies and special events. </li></ul><ul><li>Advertisers can insert messages just before the start of a movie or event and/or sponsor the countdown clock, assuring major exposure. </li></ul>Interactive Features & High Definition Television <ul><li>With a touch of the remote, viewers can access alternate programming, enhanced statistics and game standings, player information, and information about future events. The interactive features also allow subscribers to participate actively in the action by including trivia games and SMS applications. </li></ul>TV
  18. 18. TV: FIFA World Cup South Africa 2010 <ul><li>DIRECTV Latin America has exclusive Pay TV rights to the FIFA World Cup South Africa 2010 </li></ul>GAMES SCHEDULE FIFA Confederations Cup South Africa 2009 JUNE 14-28, 2009 FIFA World Cup Under-20 2009 Egypt SEPT 25 – OCT 16, 2009 FIFA World Cup Under-17 2009 Nigeria OCT 24 – NOV 15, 2009 FIFA World Cup Beach Soccer 2009 OCT 18 – NOV 28, 2009 World Cup Draw (South Africa) DEC 4, 2009 FIFA World Cup South Africa 2010 JUNE 11, 2010 <ul><li>On-Site (at every venue) & </li></ul><ul><li>In-Studio Production crews: </li></ul><ul><li>Daily Show: DTV will produce a daily highlight show (15 – 60 min) summarizing that day’s game as well as commenting on next day’s game. </li></ul><ul><li>Pre-Show: Produced daily for each game. </li></ul><ul><li>Sponsorship Opportunities: </li></ul><ul><li>Logo presence on all exclusive World Cup channels </li></ul><ul><li>Logo presence on all materials created (billboards, tune-ins, direct mail, Access magazine, e-flyers etc) </li></ul><ul><li>Logo presence on all channels cross promoting the contest </li></ul><ul><li>Logo presence on (home page & individual country pages) </li></ul><ul><li>Presence on mini site created for WORLD CUP </li></ul><ul><li>Product Integration Opportunities: </li></ul><ul><li>Vignettes / Capsules </li></ul><ul><li>Pre-shows, Daily Shows and Post Shows </li></ul><ul><li>64 games </li></ul><ul><li>Interactive Multigame/Multicamera Mosaic: features up to 4 games at the same time. </li></ul><ul><li>With a touch of the remote, viewers can pick which game they want to watch, or can watch all 4 games at once. Viewers can also pull up player / team status and alternate camera angles. </li></ul>TV
  19. 19. Sports in Latin America mean Fútbol! <ul><li>DIRECTV’s Sports destination, CANAL 680 DEPORTES TOTAL is home to all things Futbol on DIRECTV. </li></ul><ul><ul><ul><li>DIRECTV is the official broadcast partner of the LPF Liga de Futbol Profesional de España </li></ul></ul></ul><ul><ul><ul><li>In addition to the games, DIRECTV produces and or distributes several programs, including the world class programming of BARÇA TV and Real Madrid TV. </li></ul></ul></ul><ul><ul><ul><li>There is also more than 6 hours per day of specialized analysis programming regarding Spanish and World Soccer, produced in cooperation with our Argentinean affiliate Torneos y Competencias </li></ul></ul></ul><ul><ul><ul><li>Before the FIFA World Cup, DEPORTES TOTAL will bring historic World Cup Matches, a summary of World Cups past and many preparation shows heating the air for the South African meet! </li></ul></ul></ul><ul><ul><ul><li>DEPORTES TOTAL is also the home of DIRECTV’s ENGLISH PREMIER LEAGUE, one of the most competitive Soccer leagues in Europe with hallmark teams like Manchester United, Chelsea and Liverpool </li></ul></ul></ul><ul><ul><ul><li>DIRECTV also broadcast exclusive local soccer of the Colombia, Peruvian and Ecuadorian Leagues </li></ul></ul></ul><ul><li>Many of these games are produced and narrated by our DIRECTV Team and there are mention and overlay rights </li></ul><ul><li>Insertion rights are also available with networks such as FOX Sports and ESPN. </li></ul><ul><li>The most brand exposure available for the category! </li></ul>
  20. 20. TV: Exclusive Sports <ul><li>DIRECTV broadcasts more than 500 games per season of the Regular season of Major League Baseball. It’s the single largest concentration of baseball on TV ever in Latin America. </li></ul><ul><li>5 hours of LIVE programming every Tuesday, Wednesday, Friday and Saturday, during the April – September season. </li></ul><ul><li>Produced by DTV LA, and narrated in Spanish by top sport’s commentators for our Latin American audience. </li></ul><ul><li>We also have insertion rights in ESPN* / FOX SPORTS. </li></ul><ul><li>*ESPN insertions available in the Venezuela market only </li></ul><ul><li>DIRECTV in conjunction with Meridiano have launched Meridiano Max; a channel dedicated to professional baseball in Venezuela. </li></ul><ul><li>Transmission of 5 games per week with several encores airing afterwards. </li></ul><ul><li>Transmission of the Round Robin and the finals included. Minimum of 50 games. </li></ul><ul><li>Sponsorship Opportunities: </li></ul><ul><li>Commercial insertions </li></ul><ul><li>Mentions. Frequency will depend on the highlight of each game: Batazo, Strike, Bola, Out, etc. (6 categories will be recognized) </li></ul><ul><li>Graphic overlay </li></ul>TV
  21. 21. TV: Exclusive Sports <ul><li>DIRECTV broadcasts the most important tennis tournaments of the ATP and the WTA. </li></ul><ul><li>Follow your favorite player around the World and be ready to enjoy the Grand Slams! </li></ul><ul><li>Tennis is featured in Channel 680 DEPORTES TOTAL </li></ul><ul><li>DIRECTV also is the exclusive broadcaster of the Tennis Channel in Puerto Rico and other markets </li></ul><ul><li>DIRECTV partners with ESPN and USA (for the US market) to present multiple screen coverage of major tournaments </li></ul><ul><li>DIRECTV also is the exclusive broadcaster of the international Federation of Basketball for Latin America. All the chapters represented in the federations’ tournaments and the World Series </li></ul><ul><li>Competitive games featuring world basketball heroes and the giants of the NBA playing in their home teams! </li></ul><ul><li>Voleyball, American Football, NBA games and much more is also part of DIRECTV’s extensive sports coverage. </li></ul>12 hours per day of unrepeated high profile sports only on DIRECTV! 5000 hours per year! TV
  22. 22. TV: Concerts <ul><li>Every month, ON DIRECTV brings subscribers a selection of concerts from the most acclaimed artists in the industry </li></ul><ul><li>Sponsorship of each concert includes advertiser logo / mention in the following: </li></ul><ul><li>Open and Close Billboards. </li></ul><ul><li>Tune-Ins. </li></ul><ul><li>ROS Spots. </li></ul><ul><li>Cross Promotion Spots on other channels. </li></ul><ul><li>Winner Contest Spots </li></ul><ul><li>On-line integration: via the DIRECTV websites in Latin America. Option to build hotsite directing viewers to concert series, or with streaming video. </li></ul><ul><li>Direct Mail Integration: insert in monthly bill. </li></ul><ul><li>IVR Integration: Concert promoted during incoming phone call wait time. </li></ul><ul><li>POS Retail Integration: Register for a chance to win a secondary prize and receive an autographed photo of your favorite artist. </li></ul><ul><li>Product Integration capsules </li></ul>TV
  23. 23. TV: Special Events <ul><li>Concept: </li></ul><ul><li>One of the most important fashion events in all of Latin America, Fashion Viña presents the best the runway has to offer straight from Paris, Milan, Buenos Aires and New York. Fashion Viña proposes its own style where music and fashion are presented on the catwalk with the beach taking center stage. Exclusive event with 4000 invited guests. </li></ul><ul><li>Details: </li></ul><ul><li>60 minute show featuring the runway, designer interviews, and a behind the scenes look. </li></ul><ul><li>Sponsorship Opportunities: </li></ul><ul><li>Open / close billboards, tune-ins </li></ul><ul><li>Spots during the show </li></ul><ul><li>Logo presence on all printed materials (ACCESS mag azine, press releases, fashion show programs etc) </li></ul><ul><li>Product integration capsules </li></ul><ul><li>Timing: </li></ul><ul><li>April – May </li></ul>TV
  24. 24. TV: Exclusive Channels <ul><li>Concept: </li></ul><ul><li>PASIONES is the first multicultural network dedicated to the most widely recognized tele-novelas produced in Argentina, Brazil, Colombia, Chile, Mexico, Peru, Venezuela, and US Hispanic. </li></ul><ul><li>Exclusive tele-novela programming 24 / 7 comprised of recent hits and all-time favorite classics. </li></ul><ul><li>Sponsorship Opportunities: </li></ul><ul><li>Open / Close billboards, tune-ins. </li></ul><ul><li>Mini website (banners, blogs, exclusive segments, programming updates, interviews, behind the scenes footage, downloadable ringtones, wallpapers, pictures etc. </li></ul><ul><li>Themed mini-novela / vignette downloadable on the web, SMS. </li></ul><ul><li>Branded “Did you know?” …themed capsules. </li></ul>TV
  25. 25. <ul><li>DIRECTV began HD broadcast in Latin America in 4Q 2008 </li></ul><ul><ul><li>It provides the most complete HD experience available in the territory </li></ul></ul><ul><ul><li>Premium and basic channels </li></ul></ul><ul><ul><li>DIRECTV showcase: </li></ul></ul><ul><ul><ul><li>The most sports events in HD: Soccer LPF and EPL, MLB, NBA, FIFA SOCCER </li></ul></ul></ul><ul><ul><ul><li>most games of the FIFA WORLD CUP SOUTH AFRICA 2010 will be available in HD - a continental exclusive! </li></ul></ul></ul><ul><ul><ul><li>There’s at least 1 EPL, 1 LPF, 1 MLB per week available in HD </li></ul></ul></ul><ul><ul><li>But the showcase is much more: </li></ul></ul><ul><ul><ul><li>MTV HD content </li></ul></ul></ul><ul><ul><ul><li>Discovery HD content </li></ul></ul></ul><ul><ul><ul><li>VOOM content - a continental exclusive </li></ul></ul></ul><ul><ul><ul><li>DIRECTV’s original productions </li></ul></ul></ul><ul><ul><ul><li>and much more! </li></ul></ul></ul><ul><ul><li>Enjoy true 1080p definition only on DIRECTV! </li></ul></ul>High Definition TV
  26. 26. Internet: <ul><li>On-Line Capabilities: </li></ul><ul><li>Monitoring of on-line campaigns </li></ul><ul><li>Micro-sites </li></ul><ul><li>Banners </li></ul><ul><li>Videos </li></ul><ul><li>Email blasts </li></ul><ul><li>Sponsorships / Contests </li></ul><ul><li>Blogs </li></ul>DIRECTV’s Subscriber Database With access to DIRECTV’s subscriber database, we can create customized email campaigns geo-targeting consumers of interest for your brand / product. Web
  27. 27. Below The Line <ul><li>DIRECTV’s promotions, contests and tournaments give advertisers infinite opportunities to have their targets interact with their brands in a familiar and exciting manner </li></ul><ul><li>Only DIRECTV has the reach to truly make this a continental experience </li></ul><ul><li>And coupled with DIRECTV’s multimillion advertising expense in Outdoors, Radio and POP, the resonance opportunities are immense </li></ul>
  28. 28. Magazine: <ul><li>ACCESS magazine is the source for the best of all the entertainment enjoyed by DIRECTV subscribers. Aside from serving as a monthly programming guide it also provides viewers with the latest news on music and movies, candid interviews with their favorite artists and much more! </li></ul><ul><li>ACCESS launched in Argentina, Chile, Colombia and Peru in Q4 2008, and has 76,000 subscribers. </li></ul><ul><li>Venezuela will launch in May 2009 and in Puerto Rico later in the year </li></ul><ul><li>Estimated paid circulation will be 350,000 per month </li></ul>Mag
  29. 29. IVR: Interactive Voice Response <ul><li>Phone technology that allows a computer to detect voice and touch tones using a normal phone call. The IVR system responds with pre-recorded or dynamically generated audio to further direct callers on how to proceed. </li></ul><ul><li>Over 1,000,000 calls per month system-wide </li></ul><ul><ul><li>Upgrade services </li></ul></ul><ul><ul><li>Pay bill </li></ul></ul><ul><ul><li>Order PPV special events </li></ul></ul><ul><li>Once the captivated viewer calls in, wait time can be used to deliver commercial messages </li></ul><ul><ul><li>Advertisers can run promotions, and tie-ins. </li></ul></ul>IVR
  30. 30. Point of Sale <ul><li>With over 4,000 retail points in Latin America ranging from stores in malls, (e.g., Centro Sambil) kiosks (e.g., Ripley’s, Falabella) and literally, thousands of restaurants and bars, DIRECTV has multiple touch points to reach your consumer even outside their living rooms. </li></ul><ul><li>We can do almost anything: </li></ul><ul><ul><li>Sampling </li></ul></ul><ul><ul><li>Posters </li></ul></ul><ul><ul><li>Displays </li></ul></ul><ul><ul><li>Take ones </li></ul></ul>POS
  31. 31. Direct Mail <ul><li>Every month, we mail over 4 million statements </li></ul><ul><li>This creates an additional opportunity to reach your consumers </li></ul><ul><ul><li>YOUR LOGO and message right on the envelope </li></ul></ul><ul><ul><li>Enclosed materials </li></ul></ul><ul><ul><ul><li>Sell sheets </li></ul></ul></ul><ul><ul><ul><li>Tri-fold </li></ul></ul></ul><ul><ul><ul><li>Coupons </li></ul></ul></ul>DM
  32. 32. Contact Jesus F. Mata [email_address] [email_address] 212.205.0782 DIRECTV LATIN AMERICA one rockefeller plaza 7th floor New York NY 10020