History Goes 360America: The Story of Us

A Retrospective

The Goal

Make America the Story of Us the biggest &most essential cable viewing event

Strategy

Start the conversation early to spark buzz and cultivate awareness

Utilize media to exemplify that this isn’t a “typical” History show

Reach the broadest audience and act as a magnet for new viewers to

the network

Start the conversation early to spark buzz and cultivate awareness

Utilize media to exemplify that this isn’t a “typical” History show

Reach the broadest audience and act as a magnet for new viewers to

the network

Leverage defining American Moments

Execute multi-platform campaign

First-to-Market Nielsen study

Leverage defining American Moments

Execute multi-platform campaign

First-to-Market Nielsen study

Meeting the Challenge: Fulfilling the Strategies:

Challenge / Approach

Phase I: Early Education

- Generate Buzz- Cultivate Awareness- Maintain Active Dialogue

Phase II: Multi-Platform Awareness

- Higher Impact Media- Continued Awareness- Extension into Gaming & Mobile

Phase III: Broad Reach

- Highest Impact Media- Editorial Integration- Social Outreach

MANY SOLUTIONS

“History of Us” Experience

Early Education

• Rotational Media• Video Seeding

Sports

Lifestyle

News

Multiplatform AwarenessSection Roadblocks Gaming Integration

Mobile

Broad ReachSocial Integration

Editorial

Demonstrated Results• 7.2MM Adults exposed to just digital program

– 2.1MM of which tuned into the premiere episode; equivalent to a 1 rating– Frequency of 3 yielded the best ROI– Just over 71% of males exposed to messaging was through the multi-screen experience

• 2.2MM Page Views on History.com on day of premiere– Highest ever recorded for network

• 240MM Total Impressions yielded 117MM Video Views (avg: 16 seconds)

• 59K Unique Visitors driven to Mobile WAP– Highest day on record for network

• 161% increased viewership over three-weeks prior

• Those exposed to both mobile and online messaging tuned in at 2x the rate of those not exposed

• Nearly 100% of users exposed to mobile intended to tune-in to future episodes

• TV with Online created the strongest connections and greatest tune-in impactSources: Nielsen RDD/Online Panel survey (n = 320 for Exposed), n = 8,039 for Control) and Vizu May 2010 Data

Key Takeaways• There is a direct correlation between frequency and tune-in

– Data reveals that a 3+ frequency drove the highest intent (Vizu) and actual tune-in (Nielsen)

• Mobile is a growth environment that consists of low duplication but generates high levels of intent to tune–in

• Video continues to be the primary driver of response, identifying multiple avenues of distribution is important

• The Xbox Live audience is very receptive to History; moving forward, multiple pieces of content are needed to sustain high levels of engagement

– Success was seen in the request for tune–in reminders

• Large canvas units continue to drive unique users and generate efficiencies

• The MSN mobile and Verizon mobile homepage were among the best performers