ITV and Corporate AdvertisingWhy here, and why now?

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“He that steals my purse steals trash; it’s something, nothing, But he that filches my good nameRobs me of that which not enriches him, And make me poor indeed”

Shakespeare, Othello

You already know the importance of a good nameYour annual report says:

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67%58%

42%33%

17%

68% 68%

52%48%

26%

General Public

Labour MPs Business Journalists

Investors ConservativeMPs

2006 2006 2006 2006 20062007 2007 2007 2007 2007

“Industry and commerce do not pay enough attention to their social responsibilities”

% Agree

Source:

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3%3%16%

47%

31%

All

1%2%10%

45%

43%

Influencers

“When forming a decision about buying a product or service from a particular company or organisation, how important is it to you that it shows a high degree of social responsibility?

Source: Base: 23,306 online citizens, c1000 per country; 3,131 Influencers; October 2007

Not at all important

Fairly importantVery important

Not very important

No opinion

Page 6Source: Marketing, 26th Jun 1997 / The Independent, 5th Apr 08 / BBC 10th Feb 07

Olympic torch to be met by storm of protest

One week into its 130-day global odyssey, China's much-heralded Olympic torch will finally touch down

on British soil tonight ahead of an eight-hour relay through the streets of London, which looks set to be

marked by vocal protests over Beijing's human rights record.

Cadbury issues Easter egg recall Cadbury is recalling some of its Easter eggs because they do not carry the correct nut

allergy labelling. The eggs being recalled, which include the Crunchie Easter Egg and Dairy Milk Easter

Egg, were made on a line which makes products with nuts in them.

McDonald's Trial And ErrorWas the burger giant's McLibel case a wise defensive move for the brand, or a miscalculation of public opinion, asks Julian Lee.

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Corporate Advertising or CSR?

Corporate advertising – “Advertising designed to promote overall awareness of a company or enhance its image among a target audience.”

CSR – “A commitment to improving community well-being through discretionary business practices and contributions of corporate resources.”

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Unless you communicate….

Nobody knows you

Nobody hates youNobody loves you

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0

0.2

0.4

0.6

0.8

1

1.2

1.0 1.5 2.0 2.5 3.0 3.5

Company Familiarity vs Favourability General Public - 2004

Favourability

FamiliarityBase: All respondents (1,977)

BT

OrangeVodafone

Telewest Standard Life

Boots

O2

British Gas

BBC

NTL

Marks & SpencerMicrosoft

Virgin

Tesco

Halifax

BUPA

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Target Audiences

Shareholders Employees Future employees Environmental groups Politicians Users

Decision makers Government (both local and central) Customers Potential customers Business partners and suppliers

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TV advertising is still a powerful source of information to consumers

4

6

13

32

39

41

41

33

27

17

15

13

6

3

5

2

1

Entertaining

Informative aboutproducts

A good way to findout about new

products

Very often Fairly often Occasionally Rarely Never Don't know

%

Source: Television Opinion Monitor Q1-Q2 2007 Version 2/ Sample – UK adults (559)

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TV viewing hours unchanged for 15 years

3.69 3.6 3.59 3.59 3.59 3.61 3.67 3.67 3.63 3.73 3.65 3.7 3.963.633.57 3.6

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

*

Ave

Hou

rs V

iew

ed D

aily

Source: BARB/TNS Infosys – Individuals *Jan-Mar 08

Average Daily Hours Viewed

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Case History: AccentureBackground

Slowed growth

Many companies offering similar services

Launch of the 'I Am Your Idea' campaign disrupted the consulting category by embracing the importance of clients' ideas in delivering innovation.

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Break through the clutter and get noticed

Get Accenture on the target group's consideration list

Achieve $12 billion in projected bookings for the fiscal year 2003

Target audience “the crème de la crème of the corporate world”.

Case History: AccentureObjectives

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Case History: AccentureResults

% Awareness

29

34

2001 2002

17% increase

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Case History: AccentureResults

4743

34

46

32 33

40

61

31

13

21

4

13 12 12 104

8

US Spain Ger Fra Aust Italy UK Japan Can

Aware of advertising Unaware of advertising

% Consider Buying

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Case History: AccentureResults

$12.0

$16.1

Projected Actual

Net Bookings in Billions

Billion

Billion

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In 2004 rebranded - not just a tape manufacturer!

Used press, internet and posters, because TV thought to be too expensive

Target 5 million ABC1 adults 18-50years old

Opinion formers, shareholders and employees

Tried satellite channels but small audiences

Used ITV1 and recall became highest

Case History: BASF UK 2008

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Now arranging a further TV burst in the Autumn

More of the target group saw commercials as against press ads.

Case History: BASF UK 2008Going Forward

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Why ITV?

Both a national and regional medium

Biggest commercial TV channel in the UK

Everyone who watches television has an opinion, and thus is an influencer

Entry costs may be lower than you think

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18.6

6.8

4.1 3.9

19

10.1

6.7 7

ITV1 ITV2 ITV3 ITV4

Weekly Monthly

Source: BARB/RW Adult Impacts includes ITV2+1, ITV3+1Source: BARB/DDS, Weeks 1-13 2008, ABC1 Adults, (Including +1 channels), Reach in millions

ITV Reach – ABC1 Adults

Weekly and Monthly reach in millions

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ITV1 alone beats the portfolios of other channelsABC1 Adults

0

5

10

15

20

25

30

ITV1 C4Corp SkySales

ids fiveSales

ITVDigital

Viacom GMTVSales

Other

% A

BC

1 A

dult

Impa

cts

Source: BARB/DDS, Jan-Mar 2008, Share of R/W ABC1 Adult Impacts

95 Channels (inc +1s)

7 Channels (inc +1s)

21 Channels (inc +1s)

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ITV2 is the biggest MCH station for ABC1 Adult SOCI and its impacts are growing year on year

0

0.5

1

1.5

2

2.5

3

3.5

ITV2Total

E4 Total ITV3Total

UKTVDaveTotal

More4Total

UKTVGoldTotal

LivingTotal

SkySports 1

Sky One ITV4

+20% +246%-6% +17% +79% +0% +4% -6% -17% +118%

Source: BARB/DDS, Jan-March 2008, +1 channels combined with parents

% Share of ABC1 adult commercial impacts – Top 10

YOY change in impact volume

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26.4

2321.1 21.3

2021.3 20.2

ITV1ITV3

ITV2

Channel

4 E4fiv

e

Sky O

ne

ABC1 Adults watch ITV1 for longer per viewing session

Source: BARB/Infosys, ABC1 Adults/Weeks 1-13 2008, M-S All day/ Average Session Length (mins)

Average session length (mins)

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Example ITV1 Campaign CoverageABC1 Adults

TVRs 1+ Millions 4+

57%200 13.8 18% 4.3

Millions

Sample Network Campaign Cover - 1 Month

69%400 16.7 34% 8.2

Cost

£940,000

£1,881,000

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ITV’s Added Value

Biggest commercial TV audiences for spot advertising AND programme sponsorship

Research tracking and reporting

Commercials can run in cinemas and on the web (FaceBook, YouTube etc)

Red button

Power to boost share price