Three Part Integrated

Sponsorship

On

www.foodtv.com

Special Sponsorship– FoodTV WebSpots and

– Audience Tickets Sweepstakes

– “Ask the Kellogg’s Nutritionist”

A Unique Marriage of TV

and Web Advertising

100% of the Food network’s programming is original content, with foodtv.com what you see on the network, is what you get on the site.

Foodtv.com is refreshed with up to the minute information about programming whether it be food news, chef’s recipes, instant participation in promotions and sweepstakes, highlights on upcoming shows, and “on-tour” chef events. All recipes are only archived on FoodTV.com for 2 weeks facilitating a sense of urgency to visit FoodTV.com to retrieve recipes..

Foodtv.com’s content reflects the cable network’s devotion to food. The content is presented in a fun, fresh and entertaining way reflecting programming style. The talent trains as well as entertains the viewers and users about food.

Unlike other web sites of this genre, foodtv.com’s content is created by celebrity chefs and internationally recognized talent such as:

• Emeril Lagasse Essence of Emeril

Emeril Live • Sara Moulton Cooking Live• Bobby Flay Grillin’ and Chillin’• David Rosengarten Taste and In Food Today• Michael Lomanaco Michael’s Place• Jennifer Paterson & Clarissa Dickson Wright The Two Fat Ladies• Mary Sue Milliken & Susan Feniger The Two Hot Tamales• Curtis Aikens Pick of the Day• Julia Child The French Chef• Robin Leach Gourmet Getaways

Celebrity Chefs

The Audience

62% female 38% male

Age 79% 25-54, 24% 25-34, 27% 35-44, 28% 45-54

86% are college educated

68% are married

33% have annual household incomes in excess of $75,000

28% have annual household incomes $50,000-$74,999.

• Food TV is the second fastest growing cable network (Nielsen Media Research).

• March 1998 Food Network served over 31.5 million households.

• Distribution in 164 markets, 37% of all cable television households.

• The FoodTV website URL is mentioned after every website

• The FoodTV website:

– Over 30 million page view per month

– Over 2 million unique users/month

Facts

Bam Bam San Diego Jam Sweeps:

• 85,000 entries in 6 weeks.

• Viewers asked to come online and state when they saw Emeril Lagasse’s “Bam” icon on their TV screen during his program.

• First prize was a trip to San Diego, 2 tickets to “Taste of the NFL” and the company of Emeril Lagasse.

Kraft Holiday Promotion:

• Astounding Integration

• Nominated for a AAAA “Best of Class Award” in Web Advertising 1998

Major PromotionsSuccess Stories

FoodTV.com Site Redesign

Recipes

Home Page

Programs

Part One…WebSpots!

FoodTV WebSpots

• Using the unique strengths of TV and Web advertising, FoodTV and DoubleClick have teamed together to offer a truly unique sponsorship package not available anywhere else on the web!.

• WebSpots are :15 second commercials that air on select FoodTV programs.

WebSpots

• FoodTV and DoubleClick Sponsorships together with The Martin Agency will produce a :15 second video tour of the Kellogg's website.

• The video web-tour includes screenshots with highlights of all the benefits and things to do at the Kellogg's Kitchen web site.

Details of WebSpots

• WebSpots may be introduced by a professional announcer or simply run in the commercial pod. “We will be right back after these words from Kellogg's.com.”, is an example of an execution.

• Traffic generated by WebSpots will be tracked using DoubleClick Spotlight Tracking feature.

• Creation of WebSpots will be done through one 1 (+/-) hour planning session with The Martin Agency and DoubleClick. During this session a storyboard will be agreed upon.

Details of WebSpots..continued

• After the initial meeting, DoubleClick will submit a story board with proposed voice over and sample background music to The Martin Agency.

• The Martin Agency will take this to Kellogg's for their approval and feedback.

• After approval of the storyboard DoubleClick and FoodTV will create the :15 WebSpot and submit to the Martin Agency.

• Budget includes one day of production and half day of revisions if necessary.

Enter th

e Kell

ogg’s

Sweepsta

kes

Think Cereal is for Breakfast?

Think Again! You Can find all kind of things..

At Kelloggs.com.. Like Recipes!

And Nutrition Information on Healthy Eating

You can even buy cool stuff from our store! And Don’t

forget to enter our Sweepstakes.

WebSpots

Spotlight Information

• WebSpots are intended to extend a brand’s presence, and awareness of the Kellogg’s URL.

• Tracking of WebSpots will be done via official FoodTV Network Logs and DoubleClick Spotlight technology.

Reporting of FoodTV WebSpots

• Using a one line html tag on the home page of Kellogg's.com DoubleClick Spotlight reporting will measure traffic to Kellogg's.com throughout the day.(The html tag is placed on Kellogg's.com by the Kellogg's webmaster and takes less than 30 minutes to implement.)

• When the official FoodTV commercial log is finalized, DoubleClick will assist The Martin Agency in comparing the traffic to Kellogg's.com for one hour after each webspot has aired. This figure

will also be compared to the same times of day when no WebSpots airs. The difference is the traffic generated by the WebSpots to the Kellogg's site.

• Note: This will be a directional indicator of how much traffic was generated by the WebSpots.

Sample Reporting of WebSpots

• This chart shows the traffic to the Kellogg's home page on a Tuesday at 2,6, and 8PM when no WebSpots aired.

• It also shows traffic to Kellogg's.com on Weds at the same times when WebSpots aired.

• The difference is the number of pages that WebSpots may have generated and does not take into account, branding or awareness generated by the WebSpots. Once again this is for directional purposes only and traffic may not be greater as there will be other factors that effect traffic to Kelloggs.com

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WebSpots Details

• WebSpots will run 2 times per day three days per week. 72 WebSpots over three month period.

• Proposal includes production meeting, production of spot and one revision to spot if necessary.

Part Two

“Ask the Kellogg’s Nutritionist”

Home Page Opportunity

Ask the Kellogg’s Nutritionist

on the Home Page of FoodTV.com

Promotional ElementWill appear in one of

the two areasas shown here.

Home Page Promotion on FoodTV.com “Ask the Kellogg’s Nutritionist”

Part Three

Sweepstakes Sponsorship

FoodTV.com Sweepstakes Sponsorship

Term: Last two months of Campaign:

• Promotion of a competition or sweepstakes on FoodTV.com

Sponsorship Elements:• FoodTV.com would design and build the sweepstake

registration screen.• Kellogg’s could ask 4 marketing questions in

addition to collecting valuable demographic information

• FoodTV.com would host and promote the online sweepstakes

• The Sweepstakes would be promoted with 2,600,000 ad banners running through out FoodTV.com

• Read This Too: FoodTV and Kellogg's would create the sweepstakes or competition, write the rules and perform the prize fulfillment. One Year’s supply of your choice of Kellogg's cereal for your whole block! FoodTV will provide two tickets to see Emiril Live or similar FoodTV show as an additional incentive. No transportation or lodging included at this time, however tickets may be transferred and/ or be good for up to one year upon completion of sweepstakes.

Description Impressions

• Home Page “Ask the Kellogg’s Nutritionist” element 3,500,000

• Banners 13,000,000 (US Only, 3 times freq. cap per month, and ClickBooster technology)

• WebSpots 72 fifteen-second spots.

Production fee included as mentioned

• Banners to support Sweepstakes 2,600,000(over last two months of campaign includes tickets but no travel or lodging)

• Investment: $600,000 gross CPM: $27.47

• Total Impressions (not counting WebSpots) 19,100,000

Total Package Details