upfronts presentation 2011. with our roots in action sports, fuel tv is a sports and entertainment...
TRANSCRIPT
Upfronts Presentation 2011
With our roots in action sports, FUEL TV is a sports and entertainment network
inspired by a new generation of sports where the
consequences of failure are real and risk is the only rule.
Network Overview
Brand Positioning
Action Sports and more…
Thrill-seeking and adrenalized programming
Network that will deliver a young male audience
Targeting M1234 & M1834
Network Overview
Program Categories
Action SportsMMAMoto (2 or 4 wheel)Reality or Scripted SeriesLive EventsComedyMusic
Network Overview
State of the Business
Distribution33M HH
FUEL TV HDLaunched March 2011
RatingsAvailable as of Q2’11
Network Overview
Competitive Positioning
We deliver one the strongest concentration of young males on Cable TV
Targeted buy
Limited linear options
MTV2, G4, Fuse, Comedy Central
Network Overview
FUEL TV Median Age
Risk Is The Only Rule
FUEL TV Viewers Are Among The Youngest In Cable
Source: Nielsen Media Research Live Program Data Stream 12/28/09-12/26/10 based on network total day.*Kids networks = any network with a median age under 18
Compared to the 88 measured ad suppored cable networks in CY 2010, FUEL TV had the 11th lowest median age. Factoring out kids networks*, FUEL TV had the 5th lowest median age.
Here’s how FUEL TV’s median age stacks up against its competitive set:
FUEL 22.7MTV2 20.2MTV 21.9ADSM 22.0FUSE 26.9CMDY 29.0NBAT 32.5ESPNN 38.1
G4 39.7ESPN 40.3NFLN 41.0SPIKE 41.3MLBN 45.1ESPN2 46.7
FUEL TV Viewer Values
Risk Is The Only Rule
FUEL TV Viewers Are Leaders and Risk-Takers
Source: Spring 2010 MRI survey based on A18+
FUEL TV viewers indexed highly compared to the average adult on “agree somewhat or completely” with the below statements:
Statement Index vs. A18+
Risk-taking is exciting to me 154
I often find myself in a leadership position 106
I like to live a lifestyle that impresses others 150
I consider myself sophisticated 120
I enjoy being the center of attention 161
My goal is to make it to the top of my profession 145
I seek out variety in my everyday life 116
To be read as “A18+ FUEL TV viewers are 54% more likely to agree somewhat or completely with the statement “Risk-taking is exciting to me” than the average A18+
The Ratings Story
CY 2009 – Monthly Internal Ratings
October 2010 – Daily Internal Ratings
April 2011 –FULLY RATED Nielsen Overnight Client
The goal now is to deliver ratings… by programming to the broader enthusiast audiences who enjoy watching adrenaline sports.
Sales Strategy and Results
FUEL TV VPVH Comparison
Risk Is The Only Rule
FUEL TV Has The Highest Total Day Concentration Of Young Men in Ad Supported Cable
Source: Nielsen Media Research Live Program Data Stream 6/28/10-2/6/11 including FUEL TV Internal Use Only Data based on total day
VPVHNetwork M12-24
FUEL 0.483MTV2 0.429Adult Swim 0.331Comedy Central 0.317Mun2 0.258NBA-TV 0.251Nicktoons 0.248MTV 0.235Cartoon Network 0.205FUSE 0.205
VPVHNetwork M12-34
FUEL 0.597MTV2 0.544Comedy Central 0.475Adult Swim 0.461Mun2 0.456NBA-TV 0.442Galavision 0.364FUSE 0.357ESPNews 0.344ESPN 0.342
VPVHNetwork M18-34
FUEL 0.392Mun2 0.382Galavision 0.340Comedy Central 0.335NBA-TV 0.330MTV2 0.307Adult Swim 0.305ESPNews 0.288ESPN 0.278FUSE 0.268
FUEL TV VPVH Comparison
Risk Is The Only Rule
FUEL TV Has The Highest Early Fringe Concentration Of Young Men in Ad Supported Cable
Source: Nielsen Media Research Live Program Data Stream 6/28/10-2/6/11 including FUEL TV Internal Use Only Data based on M-F/4-7p
VPVHNetwork M12-24
FUEL 0.580MTV2 0.472Comedy Central 0.365Mun2 0.309NBA-TV 0.264MTV 0.246FX 0.228BET 0.222FUSE 0.218Nicktoons 0.208
VPVHNetwork M12-34
FUEL 0.676MTV2 0.574Comedy Central 0.524Mun2 0.459Galavision 0.454NBA-TV 0.434ESPN 0.368ESPNews 0.353FX 0.341BET 0.325
VPVHNetwork M18-34
FUEL 0.418Galavision 0.418Comedy Central 0.358Mun2 0.343MTV2 0.314NBA-TV 0.312ESPN 0.311ESPNews 0.284FX 0.244NFL Network 0.242
FUEL TV VPVH Comparison
Risk Is The Only Rule
FUEL TV Has The Highest Prime Concentration Of Young Men in English Language Ad Supported Cable
Source: Nielsen Media Research Live Program Data Stream 6/28/10-2/6/11 including FUEL TV Internal Use Only Data based on M-Sun/7p-12:30a
VPVHNetwork M12-24
FUEL 0.546MTV2 0.433Adult Swim 0.328Comedy Central 0.313Mun2 0.275Nicktoons 0.256MTV 0.234FUSE 0.201NBA-TV 0.200TeenNick 0.189
VPVHNetwork M12-34
FUEL 0.630MTV2 0.548Mun2 0.533Comedy Central 0.479Adult Swim 0.454Galavision 0.420NBA-TV 0.408MTV 0.333FUSE 0.331Nicktoons 0.315
VPVHNetwork M18-34Mun2 0.464Galavision 0.388
FUEL 0.352Comedy Central 0.336NBA-TV 0.327MTV2 0.297Adult Swim 0.281ESPNews 0.262ESPN 0.243FUSE 0.239
FUEL TV VPVH Comparison
Risk Is The Only Rule
FUEL TV Has The Highest Late Fringe Concentration Of Young Men in Ad Supported Cable
Source: Nielsen Media Research Live Program Data Stream 6/28/10-2/6/11 including FUEL TV Internal Use Only Data based on M-Su/12:30-3:30a
VPVHNetwork M12-34
FUEL 0.723MTV2 0.559Comedy Central 0.515Mun2 0.481Adult Swim 0.472NBA-TV 0.461ESPN 0.444Nicktoons 0.397FUSE 0.392ESPNews 0.389
VPVHNetwork M18-34
FUEL 0.443Mun2 0.409Comedy Central 0.357ESPN 0.351NBA-TV 0.347ESPNews 0.335Adult Swim 0.323Galavision 0.316MTV2 0.307FUSE 0.292
VPVHNetwork M12-24
FUEL 0.649MTV2 0.453Comedy Central 0.360Nicktoons 0.348Adult Swim 0.333Mun2 0.296MTV 0.287ESPN 0.259FUSE 0.248NBA-TV 0.247
Risk Is The Only Rule FUEL TV Viewers and Key
Categories
Source: MRI Spring 2010 study; A18+ Index to Total US
FUEL TV Viewers are active consumers and influence purchase decisions in key youth categories.
FUEL TV VIEWER INDEX
Spent $1500+ on most recent personal computer purchase155
Was the decision maker on a TV that cost $200+114
Prefers to see a movie on opening weekend202
More likely to embrace technology for entertainment purposes. Refer to themselves as “techno gamers”
124More likely to try new technologies and use them more frequently and give reviews and purchase advise
363Willing to pay more for top quality electronics 114Visited any restaurant in past 30 days 110Bough tone or more men’s clothing big ticket items in the past 12 months 141 Consumed 5+ regular cola drinks in the past 7 days
143Had 5+ sports drinks/thirst quenchers in the last 30 days 238Spent $40,000+ on any vehicle
134I consider myself to be an automotive enthusiast 182Text messaging is an important part of my daily life
173
Schedule programming that will deliver a broader M13-34 audience
Continue to lead in programming of Action Sports Disciplines (Surf, Skate, Snow, Wake, BMX, FMX)
Expand to include genre’s of MMA and Moto
Character-driven, storytelling entertainment
“Dude Primetime” Scheduling Strategy 930p-1230a
Huge winter 2011 marketing campaign to drive tune-in
HD launch in January 2011
Ratings success will drive distribution, currently 33 Million US subscribing HH’s
Programming Strategy
New Programming for 2011/12 (Descriptions) for all of these)
Big Wave Hunters
Bruce Lee Lives!
Fight Night – MMA, Fight Factory, Boxing, Toughman
Late Night Kung Fu Theater
Punk Payback
AMA Motocross Championships – LIVE
Red Bull X-Fighters – LIVE/Same Day
Gymkhana
EllisMania
The 909
Peer Pressure
Joiners (working title)
Drake’s Passage
Programming Highlights
NEW PROGRAMMING VIDEO
Returning Favorites for 2011/12 (Descriptions for all of these)
The Daily Habit
Danny & The Dingo
Built to Shred
Thrillbillies
Great Ride Open
Maloof Money Cup – NY, DC, South Africa and So Cal
Firsthand
Standard Snowboard Show
Cubed
College Experiment
Programming Highlights
19
Digital Media Platforms
FUEL.TV Website
Emphasis on video and video products
Support for live streaming, sweepstakes and contests, polling, text messaging, and more
Customized microsites available
FUEL TV apps for iPhone, iPad, Android, Blackberry, and Tablets
20
Digital Media Distribution
Cable VOD – 26M subscribers on Comcast, Time Warner, Cox, Directv, and others
AppleiTunes – full episodesPodcasts – among the most popular in video sports and recreation category, 2M downloads per month
Hulu – FUEL TV channel with full episodes and show clips
MySpace – FUEL TV channel with 600K friends
YouTube – FUEL V channel and Daily Habit Music channel
Others distdribution outlets include V-Cast, BitBop, Facebook, AT&T mobile, Sony Home, and Apple TV
WebFUEL.TVYouTubeFacebookMySpace, etc…
MobileiPhone/iPad/iPod Touch (Apple)Android Phones & Tablets (Google)Windows 7 (Microsoft)Blackberry (Research In Motion)
Internet TVApple TVGoogle TVBoxeeRoku
VODComcast, Time Warner, Cox, Verizon, Direct TV
GAMING CONSOLES (future expansion)X-Box, Playstation/PSP, Wii
Complete Digital Overview
We create relationships, not just impressions
Brand IntegrationMulti-Platform Digital FormatsBranded EntertainmentSpecials & StuntsEvents
Case Studies
Jason’s Integration Video
Case Studies
Summary
Nielsen Ratings 3/28/11
Develop entertaining, character-driven "tent-pole" programming appealing to a broader M13-34 enthusiast audience
Continue to lead in programming of Action Sports Disciplines (Surf, Skate, Snow, Wake, BMX, FMX)
This is the NEW FUEL TV