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holiday programming stunt and promotion of the year is celebrating its 12th anniversary, and its bet

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... of the year is celebrating its 12th anniversary, and it's better than ever! ... ABC Family starts the gift-giving early with the ever popular 25 Days of ... – PowerPoint PPT presentation

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Title: holiday programming stunt and promotion of the year is celebrating its 12th anniversary, and its bet


1
1
2
THE
BIGGEST
holiday programming stunt and promotion of the
year is celebrating its 12th anniversary, and
its better than ever!
2
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OVERVIEW
  • ABC Family starts the gift-giving early with the
    ever popular 25 Days of Christmas stunt.
  • This year, the programming stunt Countdown to 25
    Days of Christmas will start in November (adds 16
    additional days of holiday programming) to help
    pre-promote 25 Days of Christmas.
  • Target families with this hugely successful
    promotion that gives everyone in the house the
    chance to enjoy the best in holiday programming
    only on ABC Family.
  • Give your advertisers the opportunity to reach
    record numbers of viewers plus, the revenue you
    generate will overflow like a holiday stocking!

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2008 HIGHLIGHTS
  • ABC Familys 25 Days of Christmas is the biggest
    event on cable, with last years 25 Days reaching
    a record 106.2 million total viewers. Combined
    with the Countdown to 25 Days during late
    November, ABC Family holiday programming netted
    120.5 million total viewers.
  • ABC Familys 11th annual 25 Days of Christmas saw
    its second strongest deliveries yet in 2008
    across P18-34 (0.83/469,000), P18-49 (0.96/1.1
    million), P25-54 (0.99/1.0 million), and P12-34
    (0.95/743,000).
  • During the 25 Days of Christmas, ABC Family ranks
    among the Top 5 basic cable networks across all
    key demos. In 2008, ABC Family was 1 during the
    event among F12-34, while placing 2 in W18-49
    and W25-54 behind only USA. Other top tier
    finishes came among total viewers (3), P18-34
    (4), and P18-49 (4).

Source Nielsen NPower, 11/16-12/25/08, based
on all Christmas programming on ABC Family.
LiveSame Day data, 6 minute qualifier.
Source Nielsen NTI, 12/1-12/25, 1998 to 2008,
M-Sun 7-10pm. LiveSame Day data. Ranks based
on rating.
4
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2008 HIGHLIGHTS (cont.)
  • 25 Days of Christmas 2008 drew big crowds and
    strong ranks with high profile theatrical movies
    like How the Grinch Stole Christmas (3.9 million
    viewers), Harry Potter the Goblet of Fire (3.6
    million), The Incredibles (3.6 million), and
    classic holiday specials like Santa Claus is
    Coming to Town (3.7 million) and The Year Without
    a Santa Claus (3.8 million).
  • The debut of new original Rankin-Bass special A
    Miser Brothers Christmas on 12/13 (Sat 8-9pm) was
    a hit, ranking 1 in its time period among P18-49
    and F18-49, with 2 finishes in most other key
    demos. It was the 1 telecast during 25 Days of
    Christmas among kids 2-11 and placed 3 in total
    viewers (3.7 million) and P25-54.
  • Original movie Snow 2 Brain Freeze premiered on
    12/14 (Sun 8-10pm) as a Top 3 time period
    performer among total viewers (3.1 million),
    P18-49, F18-49, and P18-34.

Source Nielsen NTI, 12/1-12/25/08. LiveSame
Day data. Ranks based on rating.
5
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PROGRAMMING
25 Days of Christmas Programming
ABC Family is THE destination for holiday
programming throughout the holiday season over
200 hours!!
Actress Jenny McCarthy will star in the networks
new original holiday movie, Santa Baby Christmas
Maybe, the sequel to ABC Familys original hit
movie of 2006, with Paul Sorvino and Dean
McDermott. McCarthy reprises her role as Mary
Class, Santas business minded daughter, to help
save Christmas. The network will also feature
classic holiday favorites such as Rudolphs Shiny
New Year, Frostys Winter Wonderland and Santa
Claus is Comin to Town. ABC Family will also
present the basic cable premieres of
DisneyPIXARs Academy Award-winning (Best
Animated Feature Film) RATATOUILLE and Santa
Clause 3 The Escape Clause.
Programming and titles subject to change
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PROMOTION DETAILS
  • Promotion window starts before Thanksgiving and
    runs right through Christmas
  • Consumer sweepstakes promotion is exclusive to
    local ad sales
  • 25 Days of Christmas online sweepstakes entry for
    consumers at www.25daysofchristmassweeps.com and
    in-store sign-ups at participatingretail
    locations
  • Choose your local prize from a wide selection of
    high value merchandise perfect for local consumer
    sweeps prize, advertiser or internal incentive
  • NO category restrictions
  • Full POP support for sponsors with multiple
    retail locations
  • Reasonable tune-in requirement (minimum of 300
    tune-in spots)
  • 25 Days of Christmas micro site for viewing
    promotion and prize overviews, sign-up online and
    post-promotion spot run verification

NOTE Organizations with a specific religious
or political affiliation (i.e. Christian
bookstores, candidates for public office, etc.)
cannot be offered sponsorship of ABC Family local
ad sales promotions.
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NATIONAL SWEEPSTAKES
NATIONAL GRAND PRIZE
25,000 in cold hard cash
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LOCAL PRIZING
Prizing Structure
0-750,000 subs 1 Prize 750,001 2,000,000 subs
2 Prizes 2,000,001 3,000,000 subs 3 Prizes
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LOCAL PRIZING
Local Prize Options (750 value)
  • 32 Flat Panel HDTV
  • Travel Bundle
  • Kitchen Bundle Set
  • Gaming Bundle
  • Digital Memories Bundle
  • And lots more!

Local prize selection will take place after
enrollment has been accepted. Photos available on
the 25 Days of Christmas website at
www.abcfamily25daysofchristmas.com
Use as local consumer sweepstakes prize or
advertiser/internal incentive. Please see next
slides for options.
1099 tax forms will be issued for consumer
sweepstakes winners.
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LOCAL PRIZING INTERNAL/ADVERTISER
OPTION 1 I have secured a sponsor and want to
use my selected prize as an advertiser or
internal incentive.
This involves in-store POP and entry forms that
offer consumers a chance to win the National
Grand Prize.
  • HOW IT WORKS
  • You select merchandise (upon enrollment
    acceptance) to use as advertiser or internal
    incentive
  • Place the POP and entry forms in-store (manual
    entries)
  • Run a minimum of 100-150 sweepstakes spots for
    every week you plan to run the promotion in-store
    (anytime from November 20th December 26th)
  • Run a minimum of 300 tune-in spots from November
    24th December 25th
  • Consumers may also visit www.25daysofchristmasswee
    ps.com to enter for a chance to win the National
    Grand Prize
  • Collect entries and submit (via pre-paid air
    bills) to third-party company for selection and
    qualification process of Grand Prize winner
  • At the end of the promotion, manual and online
    entries will be combined for the National Grand
    Prize winner selection.
  • Login to submit spot verification/affidavits
    online
  • Your selected merchandise will be shipped
    directly to participating affiliate

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LOCAL PRIZING - SWEEPS
OPTION 2 I have secured a sponsor and want to
use my selected prize as a local market
sweepstakes prize.
This involves in-store POP and entry forms that
offer local consumers a chance to win the
selected local market prize (as identified by
participating affiliate) or a chance to win the
National Grand Prize.
  • HOW IT WORKS
  • You select merchandise (upon enrollment
    acceptance) to use as the local market prize
  • Place the stickered POP (to identify local market
    prize) and entry forms in-store (manual entries)
  • Run a minimum of 100-150 sweepstakes spots for
    every week you plan to run the promotion in-store
    (anytime from November 20th December 26th)
  • Run a minimum of 300 tune-in spots from November
    24th December 25th
  • Consumers may also visit www.25daysofchristmasswee
    ps.com to enter for a chance to win the National
    Grand Prize
  • Collect entries and submit (via pre-paid air
    bills) to third-party administrator for selection
    and qualification process of both Local Prize
    Winner and Grand Prize winner
  • At the end of the promotion, manual and online
    entries will be combined for the National Grand
    Prize winner selection.
  • Login to submit spot verification/affidavits
    online
  • The third party administrator will make three
    attempts to secure and qualify a local winner
  • Your selected merchandise will be shipped
    directly to local sweepstakes winner and the
    third party administrator will inform you of the
    winners name. If no winner is qualified after
    the third attempt, the prize will be shipped to
    the participating affiliate.

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LOCAL PRIZING - SWEEPS
If you selected OPTION 2, you may also want to
offer an online entry method for the local
sweepstakes prize (offering entry for the
selected local market sweepstakes prize only)
  • HOW IT WORKS
  • You are responsible for creative development,
    site hosting and management. Some assets (and
    abbreviated rules) are available for download on
    www.abcfamily25daysofchristmas.com
  • Collect all entries (online and manual, if
    applicable) and submit (via pre-paid air bills)
    to third-party company for selection and
    qualification process of local market prize
    winner and Grand Prize winner
  • Consumers may also visit www.25daysofchristmasswee
    ps.com to enter for a chance to win the National
    Grand Prize
  • At the end of the promotion, manual and all
    online entries will be combined for the National
    Grand Prize winner selection.

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ACTIVATION MATERIALS
  • POP Entry boxes, pre-printed entry forms
  • Posters
  • Staff buttons
  • Customizable postcard, e-card templates and key
    art images Downloadable assets for local
    sponsors who wish to send promotion information
    to those on their customer mailing lists
  • 25 Days of Christmas DVD sizzlePerfect for
    retailers with video displays to play in-store
    during the Christmas season
  • Programming Guides/Schedules
  • 20/10 and 15/15 25 Days of Christmas
    sweepstakes spots
  • 20/10 and 15/15 25 Days of Christmas tune-in
    spots

NOTE Taggable tune in and sweepstakes spots can
be downloaded or requested through the Affiliate
Zone at www.affiliate.disney.espn.com.
14
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SPOT SCRIPT SAMPLES
Sample Promotion Spot Script
  • HERES YOUR CHANCE TO ENJOY MORE AND BE MERRIER
    WITH ABC FAMILYS 25 DAYS OF CHRISTMAS
    SWEEPSTAKES.
  • THIS HOLIDAY SEASON, ONE LUCKY GRAND PRIZE WINNER
    WILL RECEIVE 25K IN CASH.
  • HERES WHERE TO ENTER ltAdvertiser/Location Namegt
  • AFFILIATE TAG (10 and 15 tags allow you to
    include local sponsor information and any local
    consumer sweepstakes prize if you like)

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PROMOTIONAL REQUIREMENTS
Sweepstakes SpotsWe recommend running a minimum
of 100 - 150 cross-channel sweepstakes spots for
every week you plan to run the promotion in
store. You may want to consider running more than
the minimum in order to guarantee a successful
promotion for your client.
Tune-in SpotsWe ask that you run a minimum of
300 tune-in spots from November 24 through
December 25, 2009. Thats approximately 10 spots
per day! Tune-in spots should run between 600 am
and midnight only. Even if you sell the promotion
to multiple sponsors, you are still only required
to run a total of 300 cross-channel, tune-in
spots! Suggested networks AE, Bravo, Cartoon
Network, Comedy Central, Discovery, E!, Food
Network, HGTV, Lifetime, Nick at Nite, Oxygen,
TBS, TLC, TNT, USA, VH-1 and WE!
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25 DOC MICRO-SITE
How Do I Sign up?For your convenience and ease,
please visit www.abcfamily25daysofchristmas.com
to enroll in this promotion.
  • Step-by-step Online Enrollment Process
  • Enroll and designate your prize usage (Consumer
    Sweepstakes/Advertiser/Internal Incentive), and
    you will receive an Information Email
  • Your enrollment will be reviewed, and you will
    receive an Enrollment Confirmation Email
    (username/password) once approved
  • Login to above micro-site with your
    username/password, you can SELECT PRIZING and/or
    ADD SPONSOR(S)
  • NOTE POPs will not be shipped until a Sponsor
    had been added.

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KEY DATES
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TIME TO HIT THE STREETS AND TURN UP THE
HEAT! Secure sponsors and enroll before November
20th at
www.abcfamily25daysofchristmas.com
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