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FISHING 4 LIFE

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FIELD SPORTS 2007. OVERVIEW. VERSUS Network Update. VERSUS You Belong Here. Research ... most recognized Field Sports brands and Conservation Opportunities ... – PowerPoint PPT presentation

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Title: FISHING 4 LIFE


1
FIELD SPORTS 2007
2
OVERVIEW
  • VERSUS Network Update
  • VERSUS You Belong Here
  • Research
  • 2007 Sponsorship Opportunities
  • Sponsorship Details
  • Summary

3
  • VERSUS is a wholly owned subsidiary of Comcast
    Corporation
  • Comcast Corporation is the largest cable provider
    in the US serving 25M customers in 39 states
  • Comcast also provides high speed internet to 10M
    customers and voice services to 1.6M customers
  • Comcast and VERSUS together with partners can use
    this unique opportunity to create a broad-based
    new media partnership

4
COMPETITION IS OUR POSITIONING ADVANTAGE
  • VERSUS celebrates competition in all its forms
  • We are on a mission to protect the ideals and
    tradition of pure sport and competition, giving
    it a voice and home on TV
  • We do not celebrate the hype or the celebrity
    lifestyle
  • Competition defines us. Just like TBS funny and
    TNT drama Its a shorthand that
    differentiates us with both consumers and
    clients. Competition takes on a different
    meaning with the Field Sports.
  • No one else owns it

5
BRAND MANIFESTO
6
FIELD SPORTS LEADERSHIP


7
PROGRAMMING STRATEGY
  • As the leader in FIELD SPORTS programming, VERSUS
    creates a network within a network by providing
    appointment television for avid hunters and
    anglers.
  • Big Game Thursdays
  • Fridays in the Wild
  • Weekends in the Wild
  • In addition ?
  • Partner with most recognized Field Sports brands
    and Conservation Opportunities
  • Year Round Presence
  • 65 hours per week

8
FIELD SPORTS FINEST
VERSUS HAS 65 HOURS OF FIELD SPORTS PROGRAMMING
PER WEEK!
  • Additional Field Sports programming airs Monday -
    Friday, 700A 200P

9
FIELD SPORTS PARTNERSHIPS

  • TOP RETAILERS
  • LEGENDARY BRANDS
  • CONSERVATION ORGANIZATIONS

10
UNIVERSE GROWTH APRIL 06 APRIL 07
APRIL 2006 vs. APRIL 2007
_
80 MM
71.7
_
70 MM
63.9
_
60 MM
HH DISTRIBUTION
VERSUS
_
50 MM
TOC
_
40 MM
_
29.7
30 MM
26.6
_
20 MM
APRIL 2006
APRIL 2007
SOURCE Nielsen Media Research, April 2006 2007
11
VERSUS FIELD SPORTSPOSITIVE TRENDS
MEN 25 54 (000)
TOTAL Prime 21
(Nielsen Media Research, 2006)
12
VERSUS FIELD SPORTS DOMINANCE
In 2006 VERSUS key Field Sports dayparts
delivered more HH, Total Viewers Key Men demos
than TOC


(Nielsen Media Research, 2006)
13
VERSUS FIELD SPORTSPOSITIVE TRENDS
2006 FIELD SPORTS TOP RATED PROGRAMS PRIME
(PREMIERES)
HH RATING RANK
HH (000)
M 25-54 (000)
PROGRAM
HH RATING
1 2 3 4 5
Whitetail Revolution Expedition Safari Huntley
Way World of Beretta Dangerous Game TOC Prime
Block
.23 .22 .17 .17 .16
166 147 119 118 116 44
99 80 73 77 69 27
NOTE
2006 FIELD SPORTS TOP RATED PROGRAMS WEEKEND
(PREMIERES)
HH RATING RANK
HH (000)
M 25-54 (000)
PROGRAM
HH RATING
1 2 3 4 5
Sport Fishing Magazine One More Cast Babe
Winkelman Napa's North to Alaska Angling
Edge TOC Weekend
.27 .25 .23 .23 .23
170 159 154 148 144 44
81 72 83 59 63 26
NOTE
(Nielsen Media Research)
Nielsen does not rate The Outdoor Channel
specific programs
14
VERSUS FIELD SPORTS UNDUPLICATED REACH VEHICLE
UNDUPLICATED REACH - ADULTS 18
TOTAL REACH (000)
NATIONAL CABLE TV
REACH
3.94 7.95
8,500 22,539
VERSUS FIELD SPORTS (Last 7 Days) VERSUS FIELD
SPORTS (February 07)
TOTAL REACH (000)
ENDEMIC MAGAZINES
PRIMARY READERS REACH
2,869 2,054 1,694 1,647 1,299 986 983 899 736
Field Stream American Rifleman American
Hunter Outdoor Life North American Hunter Bass
Master Duck Unlimited Game Fish Guns Ammo
VERSUS Field Sports is a superior way to reach
this mass audience
SOURCE MRI 2006 Doublebase
15
VERSUS FIELD SPORTS MEDIA TRENDS
30 - 25 - 20 - 15 - 10 - 5 0
24.5B
19.3B
Billions
12.8B
12.2B
2000
2006
2000
2006
CABLE TV
NATIONAL MAGAZINE
Dollars to support Cable TV has far outpaced
National Magazine growth
16
VERSUS FIELD SPORTS
Watch TOC Watch Fishing
Watch VERSUS Watch Fishing
Watch ESPN2 Watch Fishing
REACHING KEY CUSTOMERS
(MRI 2006 Doublebase, Base Adults 18)
17
SPONSORSHIP OPPORTUNITIES
18
PROGRAMMING
With the most extensive hunting and fishing
line-up on television and highest quality,
VERSUS FIELD SPORTS programming blocks are full
of originals that hit home with the men who live
for the outdoors.
19
FIELD SPORTS FINEST
A Sampling of our best
  • Angling Edge
  • Babe Winkelman
  • Benellis Dream Hunts
  • Berettas Bird Hunters Journal
  • Bill Dance Outdoors
  • Dangerous Game
  • Ducks Unlimited TV
  • Elk Country Journal
  • Expedition Safari
  • Fishing with Roland Martin
  • Fly Fishing America
  • Fly Fishing the World
  • GORE-TEX Outdoor Adventures
  • Hunters Handbook TV
  • Hunt for Big Fish with Larry Dahlberg
  • L.L.Beans Guide to the Outdoors
  • Napas North to Alaska
  • North American Fisherman
  • North American Hunter
  • One More Cast with Shaw Grigsby
  • On the Water with Hank Parker
  • Quest for the One
  • Rugers Adventures
  • Shark Hunters
  • The Best and Worst of Tred Barta
  • TRCPs Life in the Open
  • Whitetail Revolution
  • World of Beretta

20
SPONSOR OPPORTUNITIES
Big Game Thursdays?
Each Thursday night, VERSUS takes viewers on
expeditions of a lifetime, from Africa to New
Zealand in search of the most challenging and
sometimes most dangerous game to locations that
viewers can to in North America. From the high
mountains of the Rockies in search of Elk to the
bush of Africa where the hunter can become the
hunted to catching the biggest fish, VERSUS big
game programming will keep viewers engaged
throughout the night.
  • Airdate Thursdays 3Q 2007 4Q 2007
  • Sponsorships Available Aug Sept (5 weeks) and
    Oct Nov (7 weeks)
  • Menuboards will air each hour on the hour (7P9P
    11P1A) updating viewers on the nights
    programming line up. Includes sponsor logo and
    audio mention
  • Full Quarterly sponsorships include logo in all
    on-air promotion

Opportunity to sponsor an entire night of
programming! Big Game Thursdays will be
preempted when live sporting events run over.
Programming program block are subject to
change.
21
SPONSOR OPPORTUNITIES
Fridays in the Wild ?
VERSUS Fridays in the Wild block immerses
viewers in the outdoors with the latest tips on
techniques and equipment, as well as insider
information on secret spots from a host of
seasoned pros.
Opportunity to sponsor an entire night
of programming!
  • Airdate Fridays 1Q - 4Q 2007
  • Sponsorships Available
  • 3Q 2007 (Aug Sept) 4Q 2007 (Oct Nov)
  • Menuboards will air each hour on the hour (7P
    1A) updating viewers on the nights programming
    line up. Includes sponsor logo and audio mention
  • Full Quarterly sponsorships include logo in all
    on-air promotion

22
SPONSORSHIP OPPORTUNITIES
Weekends in the Wild?
The most extensive hunting and fishing line-up on
television, VERSUS Field Sports weekends are full
of the most recognized, trusted names and
organizations in the hunting and fishing world.
With legends of the industry, like Bill Dance,
Hank Parker, Larry Dahlberg, Shaw Grisby, Jimmy
Houston, Flip Pallot and more.
  • Airdate On-Going 1Q 4Q 2007
  • Saturday and Sunday 7A 2P
  • Sponsorships Available
  • 3Q 2007 (Aug Sept) 4Q 2007 (Oct Dec)
  • Menuboards will air each hour on the hour (8A
    11A) updating viewers on the programming line up.
    Menuboards include sponsor logo and audio
    mention
  • Full Quarterly sponsorships include logo in all
    on-air promotion

23
SPONSORSHIP OPPORTUNITIES
Dangerous Game ?
From leopards and crocodiles to Cape buffalo and
hippos, Dangerous Game will explore the
preparations required to venture out on
heart-pounding hunts for these fearsome creatures
and include first-hand stories from attack
survivors. Each animal pursued will feature a
danger biography profile that will explain the
species' history of attack and delve into the
danger the hunter faces by revealing the animals
speed, strength and defense mechanisms. Airdate
1Q 4Q 2007 3Q07 8 x NEW ½ hour episodes
24
SPONSORSHIP OPPORTUNITIES
Whitetail Revolution ?
Say goodbye to the high-fiving, camo-clad used
car salesmen in tree stands and say hello to the
next generation of whitetail television...are you
ready for the Whitetail Revolution? Whitetail
Revolution will showcase aggressive tactics (no
tree stands allowed) for the best bucks on the
continent. By employing advanced scouting,
calling, rattling, decoying, and driving
techniques to take trophy bucks, our all-star
team of whitetail hunters will showcase another
side to Americas favorite form of hunting. Add
to that hot debates on controversial issues and
insight into where and why the biggest bucks have
been taking and you have the most authoritative
whitetail show on television. Airdate 1Q 4Q
2007 3Q07 10 x NEW ½ hour episodes
25
SPONSORSHIP OPPORTUNITIES
The Best Worst of Tred Barta ?
The Best Worst of Tred Barta, is part reality,
part insanity and all adventure, as expert
outdoorsman Tred Barta plunges into the world of
field sports equipped with a longbow, a hunting
knife and a loud mouth that brings viewers a
totally new experience of the outdoors and
new-found respect for doing it the hard way.
Airdate 1Q 4Q 2007
26
SPONSORSHIP OPPORTUNITIES
Fly Fishing Programs ?
  • Fly Fishing Masters - The groundbreaking fly
    fishing competition.
  • Fly Fishing America - Explore the ins, outs, ups
    and downs of the greatest fish that ever lived,
    and the fly-crazed anglers who pursue them.
  • Fly Fishing The World - Fly Fishing the World has
    traveled the planet in search of unforgettable
    waters and angling experiences.

27
SPONSORSHIP OPPORTUNITY CALENDAR
28
EMERGING MEDIA
29
MULTI-PLATFORM CONTENT EMERGING TECHNOLOGY
  • Objective?
  • Leverage Versus assets and new technology to
    create incremental sponsorship/content
    opportunities for our advertisers and program
    producers
  • Bigger Ideas Few Partners
  • Turn-key applications
  • Foster a reciprocal marketing relationship
  • Off-channel promotional exposure
  • Logo in P.O.P. materials
  • Retail outlet exposure
  • Website
  • Catalogues
  • Customer Database

30
BROADBAND NATION
  • VERSUS Field Sports Viewers
  • (M25-54) ?
  • 92 With Internet Access
  • 88 Own Personal Computer
  • 87 Use Personal Cell Phone

31
EMERGING MEDIA OPPORTUNITIES
  • Broadband VERSUS.com ?
  • Opportunity for advertiser messaging via
    commercials/billboard
  • Video-on-Demand ?
  • Create short form content for Versus
    Video-On-Demand platform
  • 14MM enabled homes (Comcast, etc.)
  • Opportunity for advertiser messaging via
    commercials/billboards

Online and VOD sponsorship elements are
contingent on a separate media buy on VERSUS
Online and/or VOD.
32
ONLINE ON VERSUS.com
  • Behind the Scenes
  • Episode Specific Field Journals
  • Industry News Updates
  • Message Boards
  • Expanding Talent Recognition Though Increased
    Content
  • MY FIELD SPORTS

Online and VOD sponsorship elements are
contingent on a separate media buy on VERSUS
Online and/or VOD.
33
EXTENDING VIDEO BRAND
  • THE PLAYER BROADBAND VIDEO
  • Offers additional sponsorship opportunities and
    exposure

34
VERSUS VOD
35
EXPANSION VERSUS HD
  • In January 2007 Comcast launched VERSUS HD
  • Simulcast of all VERSUS programming during
    certain time blocks including commercials
  • 3Q Schedule - 7P-12P Saturday - Wednesday
    12A-12P Thursday - Friday
  • 4Q Schedule 7P 12P Monday through Sunday
  • Network will clear in all Comcast digital enabled
    subscribers with a projected HD penetration of
    5MM by year-end 2007
  • HD total universe projected to be 7MM

Online and VOD sponsorship elements are
contingent on a separate media buy on VERSUS
Online and/or VOD.
36
MARKETING SUPPORT
37
VERSUS FIELD SPORTS MARKETING
OFF- AIR MEDIA SUPPORT
  • CABLE
  • - 1Q, 2Q 4Q spot cable plan across
    targeted markets reaching 9MM homes
  • - Continuity campaign through Comcast
    Regional Sports Networks
  • PRINT
  • - On-going print campaign in Field Sports
    titles including Outdoor Life, Field
  • Stream, North American Fisherman, North
    American Hunter, Sport Fishing,
  • Marlin, Safari Times and Safari Magazine
  • - Shot Show support plan through trade
    magazines including Shot Business,
  • Shooting Sports Retailer, Guns Ammo and
    Shotgun News
  • - Hunting season launch campaign in
    consumer magazines including Outdoor Life,
  • Field Stream, Buck Masters, Deer
    Hunting, American Hunter and Prime Media
  • publications

38
VERSUS FIELD SPORTS MARKETING
OFF AIR MEDIA SUPPORT
  • ON-LINE
  • - Endemic fishing sites in support of Big
    Fish Madness March programming stunt
  • - Endemic hunting sites in support of
    Hunting Season launch
  • - Targeted sites for continuity effort
  • - Field Sports partnership marketing effort
    with retail and local event outreach with
  • key partners such as Beretta, Winchester,
    ATK/Federal, Ducks Unlimited, TRCP
  • and more
  • - Toyota Texas Bass Classic
  • - North American Fishermans Professional
    Walleye Tour

GRASSROOTS MARKETING
39
VERSUS FIELD SPORTS MARKETING
AFFILIATE MARKETING
  • - Off the Shelf Affiliate Marketing
    campaign Raw Real
  • - Tagable cross-channel spots

BROADBAND VIDEO CONTENT
- Launch of VERSUS HD channel with
extensive Field Sports HD programming -
Launch of Field Sports 24/7 broadband channel
with refreshed content weekly - Launch of
Whitetail broadband channel coming August 1,
2007
TRADE SHOW / ASSOCIATION
- Shot Show sponsorshipincluding Jeff
Foxworthy feature event - NRA Convention
Banquet Exclusive sponsorship - ICAST Show
sponsorship
40
FIELD SPORTSSummary
  • VERSUS network within a network provides
    appointment television for avid viewers
  • Exciting new additions to VERSUS Field Sports
    line up in 2007
  • Strong ratings growth
  • A network committed to Field Sports
  • A home for sportsmen in their time away from the
    field

41
RESEARCH ADDENDUM
42
VERSUS/OLN VIEWER PROFILE
Participation M25-54
Source MRI Doublebase 2006 Base Adult 18
43
VERSUS/OLN VIEWER PROFILE
Participation M25-54
Source MRI Doublebase 2006 Base Adults 18
44
VERSUS/OLN VIEWER PROFILE
Participation M25-54
Source MRI Doublebase 2006 Base 18
45
VERSUS/OLN VIEWER PROFILE Product
Consumption M25-54
Source MRI Doublebase 2006 Base 18
46
VERSUS/OLN VIEWER PROFILE Product
Consumption M25-54
Source MRI Doublebase 2006 Base 18
47
VERSUS/OLN VIEWER PROFILE Product
Consumption M25-54
Source MRI Doublebase 2006 Base 18
48
VERSUS/OLN VIEWER PROFILE Product
Consumption M25-54
Source MRI Doublebase 2006 Base 18
49
VERSUS/OLN VIEWER PROFILE Product
Consumption M25-54
Source MRI Doublebase 2006 Base 18
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