A Surround Strategy for Cross Platform Research

Additional media choices add incremental time to the base choice

Watching more platforms does not mean less time with TV

No TV TV Only TV+1 TV+2 TV+3 TV+4

42:41 44:25 42:44 44:22 47:27

31:11

25:34 42:38

49:53

64:13

Avg Weekly Usage (hh:mm) TV Other

Source: Multimedia Mentor (Knowledge Networks) Fall 2010

Media Usage is Not Zero-Sum

It All Starts With the Fan

“To serve sports fans.

Anytime. Anywhere.”

ESPN’s Mission:

FALL 2004 FALL 2005 FALL 2006 FALL 2007 FALL 2008 FALL 2009 FALL 2010 FALL 2012

67.2 62.9 56.3 55.4 58.3

49.9 51.8 50.9

24.5 27.2 37.7 40.1 39.2

45.7 47.1 53.7

5.3 7.0 7.6 6.1 6.7

4.6 7.9

8.5

Persons 12-64 Weekly Reach (millions) ESPN TV Only TV and Non-TV ESPN Non-TV Only

ESPN Multi-Platform Users

More Than Double in 8 Years

Source: ESPN All Day, Every Day (Knowledge Networks)

ESPN Non-TV includes ESPN Radio, ESPN the Magazine, ESPN.com, ESPN Mobile/Apps, WatchESPN/ESPN3, Local ESPN.com

97.1 97.1 101.6 101.7

104.1 100.3

106.8 113.0

5

MOVE Cross-Platform Research from Special Project to Standard Practice

INFORM Media Plans With Predictive Measures and Consumer Insights

LINK to Existing Media Currencies and Ad Performance Research

ESTABLISHED 2010

USERS &

USAGE BY

PLATFORM

CROSS-MEDIA

AUDIENCES

AD

PERFORMANCE

Surveys

Platform

Measures

Scientific

Method

Modeling

Observation

Simulation

Learning

Multiplatform Works

Individual Platform

Contributions

Messaging Insights

Affinity/Favorability

Multiplatform Works

There is a positive correlation between multimedia and advertising effectiveness

Source: OTX – World Cup 2010

Purchase Intent

0%

10%

20%

30%

40%

50%

60%

70%

80%

TV Only TV + 1 TV + 2 TV + 3 ALL

0%

10%

20%

30%

40%

50%

60%

70%

80%

TV Only TV + 1 TV + 2 TV + 3 ALL

Brand 1

Brand 2

Brand 3

Multiplatform Works: For a “Faux” Brand

Share increase due to ad exposure

Source: Ninah

169%

TV Multiplatform

213%

Unique Values of Each Platform in the Mix

Source: Knowledge Networks/Pointlogic/Keller Fay (average of NFL advertisers, 2011

= Platform to emphasize for this ad goal

TV Online Banner

Homepage Takeover

Online Video Radio Magazine Mobile

Word of Mouth

Brand Awareness

Ad Recall

Sponsor Recall

Consideration

Source: OTX, Pointlogic

Both Individual Platform Strength

And Platform Synergies Count

Individual Platform Strength

Mobile

TV

Online

Magazine

Platform Synergy Synergy of “TV and”

Platforms With Greater OOH Usage Generated

More WOM for brands

Non

Audience

Live

Games

Sports

News/ Info

ESPN The

Magazine

ESPN3 ESPN.com ESPN

Radio

ESPN Mobile

73

158 163 164

180191 192 198

12%

31%

56%

35%

12%

23%

31%

Source: Keller Fay, Knowledge Networks Total Touch % Consumed OOH

% e

ngagin

g in

WO

M a

bo

ut

an

y W

orl

d C

up

Ad

verti

sers

in

th

e p

ast

day –

in

dexed

to

tota

l p

ub

lic

Messaging Insights

Annoyed

Happy

Bored Excited

Disturbed Amused

Informed

Interested

Confused

Curious

Pushy Harsh

Irritating Daring

Cheesy Funny

Entertaining

Likable Clever Upscale Relatable

Wholesome Authentic

Innovative Intelligent

Mo

re Ap

pealin

g

Higher Recall

Create Emotions with a Goal

and a Platform in Mind

0:00 0:03 0:06 0:09 0:12 0:15 0:18 0:21 0:24 0:27 0:30

TIME

NU

MB

ER O

F C

LIC

KS

Clicks per Reaction 22

20

18

16

14

12

10

8

6

4

2

0

14

12

10

8

6

4

2

0

0:09 0:12 0:15

NU

MB

ER O

F C

LIC

KS

14

12

10

8

6

4

2

0

0:09 0:12 0:15

NU

MB

ER O

F C

LIC

KS

c c Amused

Annoyed

Know Your Audience: Casual vs. Avid Fans

Drivers of Strong Feature Recall and Appeal are

Consistent with ESPN Brand

Source: VisionCritical; Regression Analysis; Base n=39 integrated TV and radio features (football)

Weaker Recall Weaker

Appeal Stronger Recall

Weaker Appeal

Weaker Recall

Stronger Appeal

Stronger Recall

Stronger Appeal

Cre

ativ

e D

rive

rs o

f R

eca

ll

Creative Drivers of Appeal

• Credible/Trustworthy • Authentic

• Relatable • Likable

• Clever

• Entertaining

Science & Innovation

Applying Science to the Study of Media and Advertising

19

Not Just What… Why!

Research Capabilities

3D Research Eye Gaze for TV,

PC & Mobile Cross Platform

Live Testing

(Up to 36 Subjects)

Bio-DialTM

Focus Groups

(Even in Spanish)

In-Home Video

Ethnography

Better Dials for

Dial Testing

Biometrics Head Sensor Pilot Testing Surveys Facial Coding

Usability

Research Radio

Reaction Time

Generic Contextual

Contextual is only one piece of

creative impact

Source: Disney Media & Ad Lab

Aided Awareness

30%

37%

Generic Contextual

4.60*

4.83*

Brand Attitude

*Brand attitude based on a 7 point scale

Approach Message Communication With

“Surround Strategy”

April – May 2011

Eyes Re-Size

ESTABLISHED 2010

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