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Deanna Benjamin, Rob Leon, Tara McCann, Keith Perschetz
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The Laundry ListLaundry List
Tide6WDQG 2XW 2Q 7XUQHU The Networks: HLN, TBS
ConclusionThe Contest
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Tide Overview
Source: Tide Rolls Convenience Wave
t K D dDetergent Brand
Goal: To enhance the everyday livesof consumers
Growth through INNOVATION
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Tide Throughout the Years
1943 1976 2012
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Get Small
Get MultiGet Cold
TIDE PODS: POP IN.STAND OUT.
Source: & article:Tide puts a spin on laundry
1st multi-chamberlaundry detergent
http://articles.businessinsider.com/2012-02-23/strategy/31089932_1_p-g-market-share-load#ixzz21SnRhxD0
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Tide in the Market
Million U.S. dollars
Sales of top 10 liquid laundry detergent brands in US in 2011 (in million U.S. dollars)
Million U.S. Dollars
B r a n
d s
http://www.statista.com/statistics/188716/top-liquid-laundry-detergent-brands-in-the-united-states/
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Current Target
Women 25-54
On-the-go Moms
Brand Loyal
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New Market Opportunity
P18-34
Likely to live in a dorm/apartment
Looking for ease of use
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Deliver upscale, loyal, and consumer-savvy viewers
Maintain market share and capture untapped market
Launch multi-platform promotional campaign
Objective: Stand Out on Turner
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LEADER IN NEW LAUNDRYTECHNOLOGY AND INNOVATION
FAMILY ORIENTED
TARGETS W25-54
COMMUNITY ORIENTED
3 out of 5 HLN VIEWERS STATE THATADVERTISING ON TV PROVIDESTHEM WITH IDEAS ABOUT NEWPRODUCTS AND SERVICES
TARGETS W25-54
HLN AND TIDE
Source: 2011 Doublebase GfK MRI, cable networks viewed in the last 7 days, base All (P18+). Other Turner networks excluded from all cable rankers. WOM Source:Keller Fay TalkTrack, last 12 months ending in May 2012, base P18+, HLN network viewer = watched TV network in the last 7 days.
TRUSTED, LEADING BRAND TRUSTED CABLE NETWORK
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Female % Skew of Total Viewers by Network:Prime (M-Su 7p-11p)
Source: Nielsen Media Research. Live + SD data. 2Q11TD (03/28/11-07/31/11);% Skew based on W2+ AA(000) as percentage of P2+ AA(000). Showing only Top 20 ad-supported cable networks.
,>E & ^
Source: 2011 Doublebase GfK MRI, cable networks viewed in the last 7 days, base All (P18+). Other Turner networks excluded from all cable rankers. WOMSource: Keller Fay TalkTrack, last 12 months ending in May 2012, base P18+, HLN network viewer = watched TV network in the last 7 days .
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W25-54 AA(000) % Growth: Total Day2Q11 To-Date vs. Prior Year
Higher Growth Rate than Competitors
CNBC Oxygen
FNC
Life
CNN E!BravoMSNBCHLN
Source: 2011 Doublebase GfK MRI, cable networks viewed in the last 7 days, base All (P18+). Other Turner networks excluded from all cable rankers.WOM Source: Keller Fay TalkTrack, last 12 months ending in May 2012, base P18+, HLN network viewer = watched TV network in the last 7 days.
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HLN VIEWERS
Affluent Educated
Influential
Principal Shoppers
Tide
Consumers
HLN is the Perfect Place
Source: 2011 Doublebase GfK MRI, cable networks viewed in the last 7 days, base All (P18+). Other Turner networks excluded from all cable rankers.WOM Source: Keller Fay TalkTrack, last 12 months ending in May 2012, base P18+, HLN network viewer = watched TV network in the last 7 days.
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RECORD BREAKING PAGE VIEWS IN JUNEMONTHLY VIDEO STREAMS
HLN ONLINE/MOBILE
^ K ^ ;:
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FANS
FOLLOWERS
HLN SOCIALMEDIA
Source: Turner Research from Facebook & Twitter. Data through 7/13/12.
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TBS AND TIDE
TARGET DEMO: 18-34
/ D /E&>h E z t, d ^ ,Kd E t, d ^ EKdIndex: 113
LEADER IN NEWEST LAUNDRYTECHNOLOGY AND ADVANCEMENT
LEADING CABLE NETWORK:VIEWERS USE TIDE
TRUSTED, LEADING BRAND
TIDE PODS: LIGHTWEIGHT,QUICK AND EASY
Source: MRI 2012 GFK Custom Cable Study. Base: P18-34.
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TIDE COLDWATER121
TIDE WITHBLEACH
129
TIDE (REGULAR)122
TIDE WITH DOWNY120
TIDE BLEACHALTERNATIVE
163
t, E / &/E Z E / >/< / ^d/ < dK /d /E y
TBS Viewers Are Tide Consumers
TBS VIEWERS A18-34 ARE LOYAL TO TID
A18-34
In Boxes: Source: MRI 2012 GFK Custom Cable Study. Base: P18-34. Bottom: MRI 2012 GFK Custom Cable Study. Base: P 18+.
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SPEND $80+ MONTHLY ONLAUNDRY/LAUNDROMATS
SPEND $150+ MONTHLY ONLAUNDRY/LAUNDROMATS
122
97 8866
47
128
8364 58
0
Source: MRI 2012 Custom Cable Study. Base: P18-34.
TBS VIEWERS 18-34 SPEND ON LAUNDRY
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NETWORK $$$%
IMPRESSIONS%
LIFETIME 23.0 7.0
AEN 11.5 10.5USA 10.6 12.3
NAN 7.8 7.0
TNT 7.7 8.6
VHI 7.6 8.2
BET 7.1 7.8BRAVO 6.7 7.7
TLC 6.4 6.9
HGTV 6.1 4.9
5.7 19.1
NETWORK $$$%
IMPRESSIONS%
LIFETIME 23.0 9.6
AEN 11.5 10.0USA 10.6 14.9
NAN 7.8 4.5
TNT 7.7 8.3
VHI 7.6 6.2
BET 7.1 5.9BRAVO 6.7 10.0
TLC 6.4 8.3
HGTV 6.1 8.7
5.7 13.6
P 18-34 (000)W 25-54 (000)#1Primetime Network
on cable for P18-34!
Source: Nielsen Media Research: L+SD Data. Ratings based on Broadcast Prime Year to Date 2012 (12/26/11-5/27/12). Excludes Sports. Spending based on total day Year to Date 2012 (12/26/11-5/27/12. Excludes Sports.
TBS DELIVERS HIGHEST SHARE OF RATIN
#1Primetime Network
on cable for P18-34!
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Prime Time 2012
Network Period Program Name P 18-34 T/C
MTV 12/26/11-06/25/12 JERSEY SHORE SSN 5 943 60
MTV 12/26/11-06/25/12 TEEN MOM II SSN 2 788 35
12/26/11-06/25/12 BIG BANG THEORY, THE 760 308
MTV 12/26/11-06/25/12 TEEN MOM II SSN 2 CHK UP 710 6
12/26/11-06/25/12 MEN AT WORK 698 6
FAM 12/26/11-06/25/12 PRETTY LITTLE LIARS 694 29
#3Primetime TVShow!
Source: Nielsen Media Research L+SD Data. Ranker based on Broadcast Prime. Year to date (12/26/11-6/25/12) . Ecludes sports. Excludes >5 t/c.
#1 PrimetimeSitcom!
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Prime Time Thursday
#3 On Cable
Network Period Program Name (000)
ADSM 05/24/12-07/12/12 AMERICAN DAD 769
USA 05/24/12-07/12/12 SUITS 712
05/24/12-07/12/12 MEN AT WORK 680
FX 05/24/12-07/12/12 ANGER MANAGEMENT 652
TBSC 05/24/12-07/12/12 BIG BANG THEORY, THE 628
USA 05/24/12-07/12/12 BURN NOTICE 625
MTV 05/24/12-07/12/12 TEEN MOM SSN 4 606
h h
P 18-34
MEN AT WORK VIEWERS HAVE MONEY TO SPEND
Source: Nielsen Media Research. L+SD data. Men at Work S1 5/24/12-7/12/12. Ranker based on Thursday Prime 8p-11p. Excludes Sports.
PRIMETIME THURSDAY
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#3 LATE NIGHT TALK SHOW
US Rtg 000s
Rank Net Program MedAge P 18-34 P 18-34 T/C Duration
1 CMDY Daily Show 43.3 0.68 459 47 1463
2 CMDY Colbert Report 41.2 0.56 380 47 1412 3 TBS Conan 37.6 0.46 313 52 3120
4 NBC Leno 57.8 0.45 302 65 2932
5 CBS Letterman 56.3 0.38 255 64 3077
6 ABC Jimmy Kimmel 53.4 0.37 247 64 3085
7 NBC Jimmy Fallon 53.5 0.35 234 65 2897
8 EN Chelsea Lately 38.7 0.33 224 65 1950 9 CBS Ferguson 53.0 0.25 172 64 3136
10 NBC Carson daly 52.2 0.20 134 65 1885
> E d Y W-34
h h
^ E D Z >^ > E d Y ; -6/24/12). Excludes Sports.
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TBS Online
Million Unique Visitors
Million Page Views
Million Online Video Streams
of tbs.com visitors are A18-39
Million Total App downloads
1.4
9
2.4
80%
2.4
Source: comScore MyMetrix (UUs)-Omniture Stie Catalyst (PVs), Period: June 2012; Omniture Site Catalyst-Total Online Video(TVE+Clips). TVE datavia AIR database(TVE- W : d D ; D12.
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EXECUTION
COMMERCIAL UNITS ONBIG BANG THEORY
PRODUCT PLACEMENT INMEN AT WORK
d/ WK ^ d E Khd / ^ KEd ^d KECONAN
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On Air IntegrationOn-Air Integration
Product PlacementHybrid Ad
Adjacent Ad
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d ^ K /
Submit your ideas, and vote for yourfavorites to win a guest appearance onConan with their invention!
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d/ d E Khd / ^
d ^ K / Pop-In Videos About Tide Pods
VOTE FOR THIS WEEK
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ON AIR
VOTEC
INVENTIONS WINNERS CONNECT
Winning Inventors From Previous Weeks
Pop In, Stand Out
&RQJUDWXODWLRQV WR WKLV ZHHNVwinner, Rob Leon. Making toast willQHYHU EH WKH VDPH 'RQW IRUJHW WRYRWH IRU 5REV LQYHQWLRQ LQ WKH ILQDOround, during the season finale of Conan.
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BUTTERCUTTER
TRANSPARENTTOASTER 1st 2nd Vote Now at www.tbs.com/standoutideas
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Multi-Platform Pop-Ins
Sponsored ad
opportunities on
sync app.
Download the StandOut Ideas App Now!
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Browse the current inventions
Inventor
VOTE
CINVENTIONS WINNERS CONNECT
9RWH )RU
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3Q 2012 4Q 2012 1Q 2012 2Q 2012
TBS Sponsorship
d ^K /
10 Week Co-sponsorship
TBS | Tbs.com |Conan Sync App|Contest App
TBS | Tbs.com
Sponsorship Promotion Program
HLN Sponsorship HLN | HLN.com
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Special Thanks To All That Helped!
PJ Gasparini Valerie Dames John Clifton
Jessica Chonody Wendy Zuckerman Cayley Barlowe Dan Aversano Massiel Nunes Megan Masek Nicole Squitieri
Lindsey Spina Annie Lawler Paula Allegretti Chrissy Rochford Mike McTigue Shibani Walia Danny Wolman
Vicki Sanchez Kirsten McAuliffe Ramzi Bautista Jason Wachter