Television Bureau of AdvertisingTelevision Bureau of Advertising

Media Perception IndexMedia Perception Index

Unit PricingUnit Pricing

Cost EfficiencyCost Efficiency

EnvironmentEnvironment

TargetingTargeting

BrandingBranding

Business ProcessBusiness Process

CreativeCreative

Depth of InfoDepth of Info

Data QualityData Quality

AccountabilityAccountability

Audience GrowthAudience Growth

““Buzz”Buzz”

ReachReach

RecencyRecency

Media Perception IndexMedia Perception Index

Net

Net

TVTV Spot

Spot

TVTV Cabl

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ble

Nets

Nets

Radi

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TargetingTargetingCost Cost Buzz Buzz

ReachReachProcessProcess

+1+1+2+2Net PerceptionNet Perception

+16%+16% +9%+9% +6%+6% +6%+6% +27%+27%Est. 2001 GrowthEst. 2001 Growth +1%+1% +2%+2%

+4+4 +4+4 +2+2 +2+2 +4+4

Spot Television: MissionSpot Television: Mission

Transform our Process…Transform our Process…

Become your most user-friendly Become your most user-friendly

transaction partner transaction partner

Re-emerge as the medium ofRe-emerge as the medium of

choice for Target Marketing choice for Target Marketing

Media Perception IndexMedia Perception Index

TargetingTargetingCost Cost Buzz Buzz

ReachReachProcessProcess

+2+2 +4+4Net PerceptionNet Perception +4+4 +4+4 +2+2 +2+2 +4+4

Net

Net

TVTV Spot

Spot

TVTV Cabl

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ble

Nets

Nets

Radi

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News

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Two Areas Reveal the FutureTwo Areas Reveal the Future

DistributionDistribution

Digital TechnologyDigital Technology

Key Distribution BattlesKey Distribution Battles

Video to the HomeVideo to the Home

• Cable vs. DBS• Cable vs. DBS

BroadbandBroadband

• Cable Modems• Cable Modems

• DSL Lines• DSL Lines

• Wireless• Wireless

Disruptive Technologies?Disruptive Technologies?

DVRsDVRs

Interactive TVInteractive TV

Commercial-skipping Commercial-skipping Influences ChangeInfluences Change

Better CommercialsBetter Commercials

Irregular LengthsIrregular Lengths

IntegrationIntegration

Interactive TV QuestionsInteractive TV Questions

How much interaction do viewers want?How much interaction do viewers want?

In what form?In what form?

What are the killer apps?What are the killer apps? • • AdvertisingAdvertising

• • ShoppingShopping• • GamingGaming• • LearningLearning• • Porn?Porn?

Brand Power is Everything!Brand Power is Everything!

The Internet raises the risks and The Internet raises the risks and

rewards of Brand position rewards of Brand position

The Web is an info resource andThe Web is an info resource and

transaction-enabler transaction-enabler

Brand-building, “Offline” advertising Brand-building, “Offline” advertising

is the perfect marketing complement is the perfect marketing complement

to the Web to the Web