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Sky 1 Drama Sponsorship Opportunity
Channel and Audience Insight
Feel-good:
Bold, uplifting entertainment that’s full of life
Fresh and original:
New, inventive formats, you’ll only find on Sky 1
Multi-generational Fun:
TV that is made to be shared with teen families
Pillars
1 2 3
Sky 1 The home of fresh, feel-good, family entertainment
Core Females
Sky 1 The home of fresh, feel-good, family entertainment
ABC1 42%
C2DE 58%
Work Full-Time
Children (10-15)
Own Home 58%
Married 74%
Over index with online streaming
(Netflix, Amazon Prime)
ABC1 48%
C2DE 52%
Travel to work by
car 50%
Kids in HH 47%
Spend up to an hour a
day travelling 18%
Married 71%
Over index with watching content online and
listening to radio
ABC1 53%
C2DE 47%
Work Part-Time
Kids in HH
43%
Own Home 60%
Married 71%
Talk about and read about entertainment
programmes in social
Women 35 - 54
Core Males
Men 35 - 54
Teen Families
Adults 16-54 with kids aged 10-15
Sky 1 is the most viewed channel within the Sky Ents portfolio Top Ents channels (multi-channel) 10m+ Daily Reach 000s | Sky & Virgin HH
Source: BARB/TechEdge 01.01.15-30.06.15 vs. 01.01.14-30.06.14 | Sky or Virgin Individuals 4+ 10m+ consec reach
10+
m D
aily
Re
ac
h 0
00
s
Sky1 is top pay Ents
channel
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
Nu
mb
er
of
pro
gra
mm
es
Sky 1 has seen an increase in its mid-high volume programmes Number of programmes by volume 000s | Sky 1
63
56
34
41
64
23
500-749 750-999 1m-2m
HY 14 HY 15
Avg.000s
Source: BARB Individuals 4+ consolidated including stagger cast channel 01.01.14-30.06.14 v 01.01.15-30.06.15, Sky 1 avg. 000s
Source: BARB/Techedge. 01/01/15-30/06/15 . Individuals 4+Highest performing episode, ranked by 000’s
Rank Title 000s Share %
1 The Flash 1,359 5.5
2 Hawaii Five-0 1,054 3.9
3 Arrow 1,042 4.1
4 Modern Family 1,028 4.2
5 Stella 1,008 3.8
6 Strike Back: Legacy 989 4.4
7 Forever 928 3.8
8 A League of Their Own 879 4.0
9 NCIS: Los Angeles 878 4.7
10 Ascension 856 3.3
New!
New!
Action and Comedy feature heavily amongst Sky1 top shows Top performing programmes Sky 1 | avg. 000s
Hawaii Five-0
Adding genres to Ents channels repertoire drives reach
Sky 1 Sponsorship Facts and Figures
Sky 1 Sponsorship: Impressive KPI Gains Norms across all Sky 1 sponsorship
Non-viewers
Viewers
Gain
Sponsorship Awareness
Spontaneous 2 12 +10
Spontaneous & prompted 7 29 +22
Total awareness 13 51 +38
Brand Awareness Spontaneous 29 32 +3
Spontaneous & prompted 84 86 +2
Brand Status
Is a brand I trust 45 56 +11
Hearing more good things about 34 53 +19
Is a brand I would recommend 56 71 +15
Is a brand I would talk about with others 36 56 +20
Brand Likeability Is a brand I like 75 80 +5
Purchase Intent Fairly/Very/Certain to 39 52 +13
Sky 1 programmes are widely considered as fun, family & entertaining
Q: For each of the following adjectives please tell me whether you think they apply to [a programme] on Sky 1.
84%
of viewers say Sky 1
content is entertaining
82% 70%
of viewers say Sky 1
content is fun
of viewers say Sky 1
content is fit for families
Q8. To what extent do you agree or disagree that each of the following statements apply to <sponsor brand>, where 1 means ‘strongly disagree’ and 5 means ‘strongly agree’.
Sky 1 Sponsorship Increased Viewers’ Brand Image Scores
13%
22%
18%
38%
46%
38%
48%
54%
50%
Is a brand I'm hearing more
and more good things about
these days
Is good value for money Is a brand I trust
Non-Viewers Viewers Viewers Aware
Average Brand Score Uplift
(Vs. Non Viewers)
+29pp +20pp
Viewers Viewers Aware
43%
31%
19% 20%
8% 7%
57%
48%
40% 39% 35%
16%
67%
55%
49% 49% 46%
28%
Likeability Knowledge Talkability Advocacy Website Visits Consideration
Non Viewers Viewers Viewers Aware SP
13
Q11a. How likely, if at all, is it that you would recommend the following to family or friends? Q11b. How likely, if at all, would you be to talk about the following these brands with other people? Q11c. How much, if anything, do
you know about the following brands? Q11d. How much, if at all, do you like the following brands? Q11e How likely, or unlikely, are you to visit the website of one of the following brands in the next 12 months or so?
Q11f. And which of the statements below most corresponds to your view of the following brands?
Sponsorship Drives Advocacy & Call to Action
= Significantly different to Non Viewers at 95%
Sponsorship can drive interest in wider external platforms
Q: How likely or unlikely are you to go to the sponsor’s website in the future?
Future Sponsor Direct Website Visits
Fairly Likely Very Likely Certain To
6
17 21
11
14 7
11
6
35
46
Non Viewers Viewers Viewers Aware SP
Sponsorship Opportunity
Sky 1 Drama Key benefits
1. Biggest investment in content in Sky 1’s history
2. Commitment to make Sky 1 a go-to destination for family entertainment.
3. 20% increase in spend on new programmes
4. Renewed focus on original British productions to sit alongside top-quality US favourites
1. Biggest line-up of ambitious, fresh and modern entertainment for all the family
2. Brand-new UK drama all year round
3. Brightest TV talent
4. Award-winning and famous writers and directors
1. Back catalogues of Sky 1 favourites are prominent within the daytime schedules providing an ‘always on’ drama offering
2. Sky’s catch up service On Demand offers a selection of the very best of Sky TV at a touch of a button and on the luxury of the big TV
3. Award winning app Sky Go, available on multiple devices, allows customers to watch their favourite content when and where they wish
Alignment with Sky 1’s investment & commitment will increase brand image
Sponsorship benefits
Association with quality drama & talent will add credibility and kudos
Extensive catalogue & multi-platform offering will further reach & engagement
• *Please note that scheduling is subject to change, and start dates for series are currently TBC
• Hawaii 5-0 and NCIS: LA are back catalogues which are currently scheduled for the duration of the deal
Jun 16 Jul 16 Aug 16 Sep 16 Oct 16 Nov 16 Dec 16 Jan 17
Hawaii 5-0 Jun – Jan
NCIS LA Jun – Jan
Agatha Raisin Jun – Jul
Zoo s2 Jul - Oct
The Last Ship s2 Jul - Oct
Hooten Sep - Nov
Delicious Jan
Sky 1 Drama Scheduling*
Hawaii Five-0 Back Catalogues
Hawaii Five-0 is a contemporary take on the classic series about a new elite federal
task force whose mission is to wipe out the crime that washes up on the Islands' sun-
drenched beaches.
Detective Steve McGarrett, a decorated Naval officer-turned-cop, returns to Oahu to
investigate his father's murder and stays after Hawaii's Governor persuades him to
head up the new team: his rules, her backing, no red tape and full blanket authority to
hunt down the biggest "game" in town.
Scheduling:
• Start date Jun 2016
• Back catalogue on Sky 1 HD, Sky1, Sky 1 + 1 and Sky 2
Hawaii Five-0
NCIS: Los Angeles Back Catalogues
Following the exploits of LA based office of special projects, an elite division of
the Naval Crime Investigation Service that specialises in undercover assignments.
Series 6 of NCIA:LA ended on a cliff hanger with Callen learning that his father
was alive and that he had definite ties with the KGB. In Series 7 fans will get to
see more on Callen's father and his ties with the KGB, as well as following the ups
and downs of Kensi and Deeks blossoming romance.
Scheduling:
• Start date Jun 2016
• Repeats and back catalogue on Sky 1 HD, Sky1, Sky 1 + 1 and Sky 2
NCIS: Los Angeles
Agatha Raisin Series 1
Following the success of last year's one-off Christmas special, Agatha Raisin and The
Quiche of Death, Ashley Jensen (Extras) resumes her role of the titular PR-guru-
turned-amateur-sleuth in a new series of eight stand-alone stories. Matthew Horne
(Gavin & Stacey) also returns as Agatha’s best friend Roy, alongside Katy Wix (Not
Going Out) as cleaner Gemma.
Over the course of the fun and vibrant series, Agatha will attempt to solve a number of
mysteries in the Cotswolds, from the death of a local witch to the demise of a
flirtatious young vet. The will-they-won’t-they relationship between Agatha and on-off
love interest James (Jamie Glover, Waterloo Road) will continue, meanwhile, as the pair
pose as a married couple in order to solve a crime.
.
Scheduling:
• Premier runs on Sky 1 HD, Sky 1 and Sky 1 + 1.
• 8 x 60 minute episodes
• Start date June
• Repeats and back catalogue on Sky 1 HD, Sky1, Sky 1 + 1 and Sky 2
• All viewings streamed on Sky Go and all sponsorable content (push & pull)
available on our On Demand service
Agatha Raisin
Hooten & The Lady Brand New Series
Series 1
Sky1 is adding to their burgeoning original drama slate with Hooten & The Lady, an
action-adventure drama series starring Michael Landes (CSI, Love Soup) and
Ophelia Lovibond (Elementary) and hailing from Death In Paradise creator Tony
Jordan.
Hooten & The Lady tells the story of adventurer Hooten (Landes) who teams up
with Lady Alexandra Lindo-Parker (Lovibond) from the British Museum to track
down fabled treasures from the past, including the lost Amazonian golden city of Z,
the Buddha’s missing scroll and the lost tomb of Alexander the Great.
“Hooten & The Lady is gloriously ambitious and perfectly poised to take its place
amongst the impressive line up for an exciting year ahead of brand-new drama and
comedy for Sky”, Director Adam MacDonald
Scheduling:
• Premier runs on Sky 1 HD, Sky 1 and Sky 1 + 1.
• 10 x 60 minute episodes
• Start date Sept 2016
• Repeats on Sky 1 HD, Sky1, Sky 1 + 1 and Sky 2
• All viewings streamed on Sky Go and all sponsorable content (push & pull)
available on our On Demand service
Zoo Series 2
Zoo, the drama series based on the novel of the same name by James Patterson looks
into what would happen if animals across the world decided to take back Earth from
humanity.
Jackson Oz, an American zoologist working as a safari tour guide in Botswana, Africa,
along with his partner Abraham Kenyatta (Game of Thrones’ Nonso Anozie) discover
that violent animal attacks upon humans are occurring all over the world. As the
assaults become more cunning, coordinated and ferocious, the story becomes a race
to unlock the mystery of the global pandemic before it’s too late. Jackson and
Abraham get swept up in the mystery and take it upon themselves to solve the reason
why before the attacks become more coordinated and ferocious.
Scheduling:
• Premier runs on Sky 1 HD, Sky 1 and Sky 1 + 1.
• 13 x 60 minute episodes
• Start date July 2016
• Repeats and back catalogue on Sky 1 HD, Sky1, Sky 1 + 1 and Sky 2
• All viewings streamed on Sky Go and all sponsorable content (push & pull)
available on our On Demand service
Zoo
The Last Ship Series 2
The Last Ship is based on the 1988 novel by William Brinkley, and it recounts the story
of the crew of a US Navy Destroyer when faced with a global crisis created by a
pandemic of a virus that destroyed most of the human population, after they return
from a 4 month long mission to the Arctic, where they were escorting two scientist
who's mission is to study the virus and find a cure.
Scheduling:
• Premier runs on Sky 1 HD, Sky 1 and Sky 1 + 1.
• 13 x 60 minute episodes
• Start date July 2016
• Repeats and back catalogue on Sky 1 HD, Sky1, Sky 1 + 1 and Sky 2
• All viewings streamed on Sky Go and all sponsorable content (push & pull)
available on our On Demand service
The Last Ship
Delicious Brand New Series
Series 1
Limitless
In her Sky 1 debut, Dawn French stars in a story of love, heartbreak, food and female
friendship set in the beautiful countryside of Cornwall's Tamar Valley. Written by Dan
Sefton (Mr Selfridge), Delicious is the funny, surprising and emotional tale of
passionate cook Gina, her hotelier ex-husband, his new wife, Sam, and a secret that is
set to upturn all of their lives.
Scheduling:
• Premier runs on Sky 1 HD, Sky 1 and Sky 1 + 1.
• 4 x 60 minute episodes
• Start date Jan 2017
• Repeats and back catalogue on Sky 1 HD, Sky1, Sky 1 + 1 and Sky 2
• All viewings streamed on Sky Go and all sponsorable content (push & pull)
available on our On Demand service
Sky 1 Drama Digital Sponsorship
TV VOD ads almost a 1/4m in incremental reach every month Incremental reach added by other platforms to Sky Wholly Owned Entertainment
Source: Sky Landscape Study 2015 | Adults 16+
TV: 29.6m
TV VOD and Sky Go: 5.6m
Online: 2.7m
Total: 30.2m
288k 23.1m
248k
1.1m
64k 4.2m
1.2m
Delivery and Costing
Sky 1 Drama UK Sponsorship deliveries
Sky 1 Drama UK Digital Sponsorship deliveries
Sky 1 Drama UK Sponsorship Investment
Appendix
Combined Individuals Adults ADABC1 HWCH Ads 16-34 W 16- 34 M 16-34
Total Actuals 1361 1519 1286 1488 1154 1082 1216
Total 30" Equivalents 583 651 548 642 497 464 526
Coverage (%) 24.81 26.34 25.15 31.78 25.99 25.72 26.26
Coverage (000s) 14,433 13,016 6,818 2,177 3,789 1,882 1,907
OTS/Frequency 54.8 57.7 51.1 46.8 44.4 42.1 46.3
Sky 1 Drama UK Broadcast deliveries