exploring the new media landscape...content production & integration opportunities targeted...

COPYRIGHT © 2019 NBCUNIVERSAL MEDIA, LLC. ALL RIGHTS RESERVED. CONFIDENTIAL.

Exploring the New Media LandscapePresented By:

Pierre Megherdichian │ Digital Sales Lead, NBCU Owned TV Stations

OVERVIEW OF PRESENTATION

1 EVOLUTION

4NBCU & TELEMUNDO DENVER

2 THE DENVERCONSUMER

3THE FUTURE OF TV IS NOW

OUT WITH THE OLD, IN WITH THE NEW

April 1973: Motorola was the first company to mass produce the first handheld mobile phone.

These early mobile phones are often referred to as 0G mobile phones, or Zero Generation mobile phones. Most phones today rely on 4G mobile technology and 5G in the near future.

EVOLUTION OF MOBILE DEVICES

COPYRIGHT © 2019 NBCUNIVERSAL MEDIA, LLC. ALL RIGHTS RESERVED. CONFIDENTIAL. All concepts are subject to further development and approval by all parties.

4

Motorola & Mobira

Nokia, BellSouth/IBM

2000’sEricson,

Blackberry, Motorola Razr

Apple iPhone Tablets and Surface Devices

INTERNET HISTORY TIMELINE


5

ARPANET

The 1960’s saw the development of the first wide-area computer

network

The First domain was registered in

the 1980’s

ETHERNET + USENET DIAL-UP

Development of protocol for linking multiple networks

together

WWW

Development of HTML + URL gave

birth to the first iteration of the

World Wide Web.

SEARCH ENGINES

Rise and Burst of the Dotcom bubble.

Rise + proliferation of Wi-Fi

U.S. BROADBAND INTERNET TREND


6

NUMBER OF U.S. HOUSEHOLDS WITH BROADBAND INTERNET ACCESS 2000-2017

Number of fixed broadband subscriptions in the United States from 2000 to 2017 (in millions)

Note: United States; 2000 to 2017Further information regarding this statistic can be found on page 8.Source(s): ITU; Federal Communications CommissionID 183614

7.0712.79

19.88

27.74

37.35

51.16

60.24

71.777.13

79.9984.52

88.3292.51

96.03 97.81102.19

106.07

109.84

0

20

40

60

80

100

120

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Num

ber

of

U.S

. household

s

with b

roadband inte

rnet

access

(in m

illio

ns)

In the most recently reported period, almost 110 million U.S. households had fixed broadband internet access, up from close to 80 million in 2009.

TV IS NOT DEAD, IT'S JUST DIFFERENT


7

• Compared to traditional TV, which is primarily focused on media broadcasting, these new-generation devices are all about online interactive media, internet TV, over-the-top content and on-demand streaming media. These that can be accessed through software applications or web widgets.

• Connected television is any device which is designed to support multimedia and connect to the Internet (internet-capable TV set, video game consoles such as Xbox, PlayStation, Blu-ray Disk Player or streaming video device).

A LOOK INTO THE DENVER DIGITAL CONSUMER

DENVER MARKET HIGHLIGHTS


9Source: 2019 Claritas & 2018 IHS Hispanic Market Monitor (2012 vs 2017 vs 2022 Consumer Spending estimates)

$19.1B

21% Denver DMA’s Hispanic population

Denver Hispanic total consumer spending in 2017

27%Consumer spending by Hispanics has grown 27% since 2012, vs only 20% for non-Hispanics• By 2022 consumer spending by Hispanics is

expected to grow an additional 29%, vs 27% for non-Hispanics

HISPANICS IN DENVER: DEVICE OWNERSHIP

*source: Nielsen, Scarborough Research, Market/Release: Denver, CO 2018 Release 2 Total (Aug 2017 - Aug 2018) – Adults 18+ AND Spanish/Hispanic Origin: Yes


10

62.6%

72.7% 76.1% 73.0%

86.6%91.6% 91.5% 93.5% 93.3% 92.4%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Denver, CO 2014

Release 1

Denver, CO 2014

Release 2

Denver, CO 2015

Release 1 *Update

09-21-2015*

Denver, CO 2015

Release 2

Denver, CO 2016

Release 1

Denver, CO 2016

Release 2

Denver, CO 2017

Release 1

Denver, CO 2017

Release 2

Denver, CO 2018

Release 1 *Revised

06-8-2018*

Denver, CO 2018

Release 2

Desktop computer Laptop or notebook computer

Smartphone (iPhone, Galaxy, etc.) Tablet (iPad, Galaxy Tab, Kindle Fire, etc.)

% OF HISPANIC A18+ IN DENVER: TYPES OF DEVICES OWNED

HISPANICS IN DENVER: ONLINE BEHAVIOR



11

83%

67% 64% 60%57%

50% 47% 44% 44% 41% 39% 38% 38% 38% 37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

% OF HISPANIC A18+ IN DENVER: INTERNET/APPS USAGE IN THE PAST MONTH

HISPANICS IN DENVER: E-COMMERCE SPENDING



12

$273,427,100 $262,273,900 $265,715,200

$311,618,900 $318,359,600

$376,848,600

$470,694,900

$437,655,900

$345,825,600 $344,744,500

$-

$50,000,000

$100,000,000

$150,000,000

$200,000,000

$250,000,000

$300,000,000

$350,000,000

$400,000,000

$450,000,000

$500,000,000

Denver, CO 2014

Release 1

Denver, CO 2014

Release 2

Denver, CO 2015

Release 1 *Update

09-21-2015*

Denver, CO 2015

Release 2

Denver, CO 2016

Release 1

Denver, CO 2016

Release 2

Denver, CO 2017

Release 1

Denver, CO 2017

Release 2

Denver, CO 2018

Release 1 *Revised

06-8-2018*

Denver, CO 2018

Release 2

HISPANIC A18+ IN DENVER: AMOUNT SPENT ON PURCHASES VIA THE INTERNET YOY

ADVANCED TV

OTT VIEWING CAN TAKE PLACE ON SEVERAL PLATFORMS:

Over the top (OTT) refers to content provided via a high-speed Internet connection instead of delivered via traditional paid or broadcast Television.

CONNECTED TVs COMPUTERS TABLET SMARTPHONE GAME CONSOLESmart TV or

Enabled DeviceLaptop or Desktop

Xbox & PlayStation

COPYRIGHT © 2019 NBCUNIVERSAL MEDIA, LLC. ALL RIGHTS RESERVED. CONFIDENTIAL. All concepts are subject to further development and approval by all parties. 14COPYRIGHT © 2019 NBCUNIVERSAL MEDIA, LLC. ALL RIGHTS RESERVED.

CONFIDENTIAL. All concepts are subject to further development and approval by all parties.14

OVER THE TOP VIEWING DEFINED


15

Premium video remains multi-screen, but as of Q4 2018, Connected TVs and STB VOD (the big screen) together comprised 58%of the market.

AD VIEW COMPOSITION AND GROWTH, BY DEVICE, U.S.Q4 2014 — Q4 2018

Source: Freewheel Growth & Convergence: The Evolution of Premium Video in 2018; Q4 2018 with year-end insights

FRAGMENTATION OF OTT VIEWERSHIP

U.S. HISPANICS AND STREAMING VIDEO



16

20.5%

31.0%

34.3%

30.9%

36.3%

10.8% 10.7%

17.5%

21.3% 21.8%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

Denver, CO 2016

Release 2

Denver, CO 2017

Release 1

Denver, CO 2017

Release 2

Denver, CO 2018

Release 1

*Revised 06-8-

2018*

Denver, CO 2018

Release 2

Items/services household currently has (HHLD): Smart TV or Streaming Media Player (Apple TV, Roku, etc.)

Hispanic A18+ in Denver

Smart TV (Internet capable television) Comp %

Streaming media player (Apple TV, Roku, etc.) Comp %

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

YouTube Netflix Amazon

Prime Video

Hulu HBO NOW

Streaming services visited/apps used past 30 days

Hispanic A18+ in Denver


17

29%+51% YOY

61%+16% YOY

10%-14% YOY

NBCU OTS AD DELIVERY BY CONTENT FORMAT

Live: Pass-Thru from broadcast stream for all programing except sports

Full Episode Player (FEP): Dynamic Ad Insertion (DAI), mid-roll in between content

Clips: Dynamic Ad Insertion (DAI), pre-roll before content

Source: Freewheel Growth & Convergence: The Evolution of Premium Video in 2018;

Q4 2018 with year-end insights

CONTENT FORMAT COMPOSITION (Q4 2018)

GENRE OF CONTENT (Q4 2018)

FEP VS. LIVE VIEWING VS. CLIPS

NBCU & TELEMUNDO DENVER

THE NEW NBCU OTS PORTFOLIO

THREE STATION GROUPS DELIVERING MULTIPLATFORM PROGRAMMING

ALONG WITH DISTRIBUTION PARTNERSHIPS ACROSS NBCU

NBC OWNED TV STATIONS

Local News, Entertainment, Sports Programming Covering the General Market

TELEMUNDO STATION GROUP

Local News, Entertainment, Sports Programming Covering the Hispanic Market

NBC SPORTS REGIONAL NETWORKS

Entertainment, Sports, and News Programming Covering Local Pro Sports


19

Hartford

Boston

San Francisco

Los Angeles

San Diego

Miami

Dallas/Ft. Worth

Washington, D.C.

New YorkPhiladelphia

Chicago

REACH INFLUENTIAL MARKETS

11 NBC Stations,+ New England Cable News

32MM TV households, 28% of U.S., eight of the top 10

markets

182MM Page Views / Mo

7 Regional Sports NetsAligned with 25 premier sports

franchises


30 Telemundo Stations19 of the top 20 Hispanic markets


120+ Markets90MM HHs

82% U.S. Coverage

30 Markets6.4MM U.S.

Hispanic TV HHs

Elevators: 80.3MM ImpsTaxis: 20.8MM ImpsPATH: 6.1MM Imps

Puerto Rico

Las Vegas

Phoenix

Tucson

Denver

San Antonio

Brownsville-McAllen

Houston

Fresno

Providence

Springfield

Richmond

Raleigh

OrlandoTampaFt. Myers

El Paso

SacramentoSalt Lake City


20

ONE COHESIVE MESSAGE UTILIZING ALL OF NBCU’S ASSETS

CONNECTING DENVER TO THE RIGHT AUDIENCE

Content Production & Integration Opportunities

Targeted Placement on Linear & Non-linear Platforms

Television, Desktop & Mobile, Streaming opportunities in the most relevant markets across the country

Out-of-HomeLocation based, geo-targeting content extension with massive

reach

Social Media Extensions

Custom content production and amplification to reach additional

audiences


21

VISITOR PROFILE

37.0% men

63.0% women

Avg. Age

39 y.o.

Avg. HH Income

$51k

DENVER SITE METRICS (Monthly Avg)With 30 owned stations across the US & Puerto Rico,Telemundo station group websites keep the Hispanic communities they serve up-to-date on the latest news, entertainment, sports, & weather stories that matter.

Source: Adobe Analytics, Total Page Views (Jan – Jul 2018). Qualitative: Scarborough Research,

Market/Release: Scarborough USA+ 2017 Release 2 Total – Adults 18+

Page Views 541K

Unique Visitors 178K

Video Views 169K

Social Followers 108K


22

VISITOR PROFILE & TRAFFIC

TELEMUNDO STATION GROUP SITES

User Base Metrics: April 2019 | Source: Adobe Analytics & Facebook

PREMIUM VIDEO

AUDIENCE TARGETING

MOBILE EXTENSIONS

NATIVE CONTENT

HIGH IMPACT TAKEOVERS

DENVER’S COMPLETE ADVERTISING SOLUTION

NBCU OTS websites deliver your message alongside brand-safe content through effective ad placements.


23


24

PREMIUM VIDEO

Full Episode PlayerNetwork programming –

anytime, anywhere!

• No ad-skipping• :15 / :30 mid-roll• Digital ad insertion with

click-through functionality

Live StreamingStream ALL NBCU OTS

programming LIVE!

• Digital ad insertion in Pre / In-Game / Post SPORTS Programs with companion banner ads

• Pass-through ads from broadcast feed for ALL OTHER PROGRAMS

Video on DemandAlign with NBC programming

on-demand.

• Local and National Scale

• NBC Prime & Late Night = brand safe, quality environment

• 100% viewability

Pre-RollSpeak to an engaged audience.

• :15 video with companion banner ad placement (where applicable)

CLICK TO EDIT MASTER TITLE STYLETELEMUNDO FULL EPISODE PLAYER OVERVIEW


25

In Telemundo DMAs: • 29.5 Million Minutes Watched (+42% MoM and +163% YoY)• Average of 179.1 Minutes per viewer

Platform by Minutes Consumed Last 6 Months:48% from OTT │ 48% from Mobile App │ 4% from Desktop.

Denver DMA: • 306K Minutes Watched (+52% MoM and +124% YoY)• Average of 147.5 Minutes per viewer

Platform by Minutes Consumed Lat 6 Months:A52% from OTT │ 42% from Mobile App │ 6% from Desktop.

21,220,868

18,118,636

4,701,914 4,562,261

479,961

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

-

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

Telemundo FEP - OTT Minutes by PlatformLast 6 Months (Oct-18 to Mar-19)

FEP Minutes Total FEP Minutes Comp %

Source: Adobe Analytics, TVE Production/TVE Mobile App, March 2018 – March 2019

THREE WAYS VIEWERS CAN ACCESS NBC CONTENT ON CONNECTED DEVICES:

1. Station sites & apps (TV*, laptop, tablet, smartphone)

2. NBC sites and apps (TV, laptop, tablet, smartphone, game console)

Most streaming services support live / on-demand viewing through connected TVs, computers, tablets, smartphones, and game consoles*.

ON-DOMAIN: NBC TVE MVPD dMVPD

Digital Multichannel Video Programming Distributors

(dMVPD – also referred to as vMVPD) aggregate live / on-

demand television and deliver the content over the

internet.

Multichannel Video Programming

Distributors (MVPD) are traditional cable or satellite providers, many of whom

have extended offerings by creating OTT experiences for subscribers through their site /

app.

Network Apps & Sites

NBC OTS Local Station Website & Apps

NBC Sports / Telemundo Deportes

App & Site


26On-demand viewing only available through select streaming

services. Availability on devices varies by service.

APPS FOUND IN STREAMING DEVICES

User Base Metrics: April 2019 | Source: Adobe Analytics & Facebook

APRIL 2019

USERS SPEND 0.9 MIN AND VIEW 1.6 PAGES PER VISITTELEMUNDO FEP VIDEO ON DEMAND USERS SPEND ON AVERAGE OF 107 MINUTES

Desktop

TELEMUNDODENVER.COM USER TRAFFIC DETAILS

Mobile App

+ +

Followers

107,885

Likes

107,645178,429

Unique VisitorsPage Views

541,820

Video Views

169,368

Unique VisitorsUnique VisitorsUnique Visitors

300,327

User Base Metrics: April 2019 | Source: Adobe Analytics

APRIL 2019

DesktopMobile App

TELEMUNDODENVER.COM USER TRAFFIC DETAILS

Page Views

138,040

USERS SPEND 0.6 MIN AND VIEW 1.3 PAGES PER VISIT

71,592Page Views

37,123


169,901Page Views

3,235


Video Views

128,269Video Views

14,050Video Views

26,629

User Base Metrics: April 2019 | Source: Adobe AnalyticsMetrics: FEP - VOD Minutes Watched: # of digital video content minutes watched ON-DEMAND, FEP - VOD Viewer: # of unique digital devices who watched ON-DEMANDLinear Minutes Watched: # of digital video content minutes watched LIVE, Linear Viewer: # of unique digital devices who watched LIVEContent Types: FEP (Full Episode Player): On-demand full episode programming watched on the NBC.COM or TLMD.COM website or appNBC.COM/TLMD.COM Linear: Live digital viewing watched on the NBC.COM or TLMD.COM website or app, Owned Station Linear: Live digital viewing watched on the Local website or app (i.e. NBC New York/Telemundo 47)

Last Month's Total: 515,679

DEN - FEP - VOD Minutes Watched

0

200400

600

Ap

r-18

May-1

8

Jun

-18

Jul-1

8

Au

g-1

8

Se

p-1

8

Oct-

18

Nov-1

8

Dec-1

8

Jan

-19

Feb-1

9

Mar-

19

Ap

r-19

Th

ou

san

ds

Browser Mobile App OTT

MoM: +68%YoY: +268%

DEN - TLMD.COM+Owned Station - Linear Minutes Watched

Last Month's Total: 32,888

0

50

100

Ap

r-18

May-1

8

Jun

-18

Jul-1

8

Au

g-1

8

Se

p-1

8

Oct-

18

Nov-1

8

Dec-1

8

Jan

-19

Feb-1

9

Mar-

19

Ap

r-19

Th

ou

san

ds

Owned Station

TLMD.COM Mobile App

TLMD.COM Browser

MoM: +15%YoY: +851%

DEN - FEP - VOD Viewers

0

2

4

6

Ap

r-18

May-1

8

Jun

-18

Jul-1

8

Au

g-1

8

Se

p-1

8

Oct-

18

Nov-1

8

Dec-1

8

Jan

-19

Feb-1

9

Mar-

19

Ap

r-19

Th

ou

san

ds

Browser Mobile App OTT

Last Month's Total: 4,837MoM: +133%YoY: +595%

DEN - TLMD.COM+Owned Station - Linear Viewers

0001

Ap

r-18

May-…

Jun

-18

Jul-1

8

Au

g-1

8

Se

p-1

8

Oct-

18

Nov-1

8

Dec-1

8

Jan

-19

Feb-1

9

Mar-

19

Ap

r-19

Th

ou

san

ds

Owned Station

TLMD.COM Mobile App

TLMD.COM Browser

Last Month's Total: 199

MoM: +22%YoY: +206%

Average Minutes Viewed in April 19: 107 Average Minutes Viewed in April 19: 165

TELEMUNDO DENVER TVE MONTHLY – APRIL 2019

DRIVE ROI WITH NBCU OTS

Premium publishers, like NBCU OTS, are more effective at driving results!

COMSCORE STUDY SHOWS PREMIUM PUBLISHERS DELIVER

67% 51% 3xmore effective in

driving key metrics (favorability, consideration &

intent to recommend)

Higher Brand Lift Higher Effectiveness

…due in large part to the ‘halo effect’ of the contextual environment in which ads are seen.

Sources: comScore Study – The Halo Effect: How Advertising on Premium Publishers Drivers Higher Ad Effectiveness | July 2016


30

BENEFITS OF CROSS PLATFORM ADVERTISING

Investing across platforms (TV, Digital Video, Social) with a single premium publisher improves advertising effectiveness!

+ +28% B R A N D

L I F T

16% S A L E S L I F T

+

+Source: NBCUniversal in a partnership with Accenture: “Quantifying the connection: premium video & brand building”; Cross-platform advantage vs. siloed planning


31

CASE STUDY

RIVIANA

CLIENT GOALS: • Increase brand awareness and sales in (4) key

markets (LA, HOU, NY, MI) for Riviana’s rice brands and rice varieties: Mahatma and Carolina Rice.

• Convey the idea that food brings families together and Mahatma & Carolina Rice provides consumers a feeling of home and authenticity when cooking with these products.

• Reach both Spanish and English speaking audiences with one cohesive message that drives engagement across all platforms: broadcast, digital and social.

SOLUTION: • The ground-breaking synergy campaign,

“KitchenCore” for NBC and “Nuestro

Comedor” for Telemundo celebrated the power of food to preserve and share our most treasured family traditions.

• Creative was produced to drive digital engagement through long-form documentary

style segments.

• NBCU Skycastle cast bilingual food personalityBricia Lopez as the brand ambassador.

• NBC & Telemundo custom content Included:

• :15 and :30 brand spots with drivers to digital segments hosted on the NBC/Telemundo station sites

• 2-minute “mini-doc” segments

• :06 teasers for social takeovers

• Dedicated digital and social campaign

RESULTS: • Broadcast over delivery in LA, HOU & NY

• Digital Highlights• Telemundo: 4% brand penetration and 5% lift on

purchase intent • 200% total delivery• 9% Pre-roll CTR • Social: 95K total video views/ 84K unique

video views • NBC: 2% brand penetration with Carolina rice

having greater brand awareness and purchase intent vs. competitor rice brand

• 116% total delivery • F5.6% Pre-Roll CTR • Social: 309K total video views/ 276K

unique video views

Click to play Recap Video


32

THANK YOU!

This presentation is confidential and contains proprietary information and intellectual property of NBCUniversal, Media LLC. Neither this presentation nor any of the information contained herein may be reproduced or

disclosed under any circumstances without the express written permission of NBCUniversal Media, LLC. COPYRIGHT © 2019 NBCUNIVERSAL MEDIA, LLC. ALL RIGHTS RESERVED. All concepts are subject to

further development and approval by all parties. The names/trademarks of other companies, products and services are property of their respective owners.

THE FUTURE OF TV: OTT BY TYPE OF DEVICE

*source: Consumer Technology Association, United States; Consumer Technology Association; 2011 to 2017*source: Statista Survey, United States; August 9 to 23, 2017; 1,761 respondents; 18 to 59 years*source: Videology, US TV & Video Market at a Glance*source: Innovid, Global Video Benchmarks 2018 *source: eMarketer, July 2018


34

• TV (Smart TV) is by far the leading device consumers own that can be controlled by the internet – 52%. Multi-room speakers/wireless speakers is second at 23%.

• In 2018, a projected 182.6 Million Connected TV Users, or 55.5% of the US Population.

• 80% of ad campaigns served by Videology included a connected TV component; overall, 98% of its campaigns ran across multiple screens.

• From 2016 to 2017, the number of advertisers running connected TV ads through the Innovid platform increased by 30%.

• Among Innovid’s broadcast clients, more than half of all ad impressions are served to connected TV devices, and the company noted an increase in the distribution of impressions to broadcasters from platforms and aggregators.

• The biggest subcategory of connected TV users is smart TV users, which will reach 119 million by 2021. Other top device categories are Roku, connected video game consoles and Amazon Fire TV.

Household penetration of Connected TVs has been growing

70% 76% 70% 74%62% 68% 74%

64%44% 40%

64%

30% 24% 30% 26%38% 32% 26%

36%56% 60%

36%

Morning(M-F, 6-9a)

Daytime(M-F, 9a-3p)

Early Fringe(M-F, 3-5p)

Early News(M-F, 5-5:30p)

Prime(M-F, 6-10p)

Prime(M-F, 6-7p)

Prime(M-F, 7-8p)

Prime(M-F, 8-9p)

Prime(M-F, 9-10p)

Late News(M-F, 10-10:30p)

Late Fringe(M-F, 10:30p-

1a)

Spanish-Language TV

TELEMUNDO DENVER HOLDS A SIGNIFICANT SHARE OF SPANISH-LANGUAGE VIEWING

Source: Nielsen, NSI (Live+SD) May 2019 ViP, Denver DMA. Share of Viewing Based on Average Impressions, Adults 25-54 Spanish-Language Stations KDEN-TEL, KCEC-UNI, KTFD-UMA, KZCO-AZA & KETD-ETV

A25-54

Telemundo Denver Share of Viewing Among Spanish-Language StationsMay 2019

#1 #1#1 #1

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