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BREAKFAST NAME ASSOCIATION SPONSORSHIP PROPOSAL

BREAKFAST NAME ASSOCIATION SPONSORSHIP PROPOSAL. ABOUT BREAKFAST. Breakfast is New Zealand’s leading breakfast television show Bringing New Zealanders the day’s news, sport and entertainment first Breakfast’s presenters & reporters are high profile, credible and at times controversial

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BREAKFAST NAME ASSOCIATION SPONSORSHIP PROPOSAL

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  1. BREAKFASTNAME ASSOCIATIONSPONSORSHIP PROPOSAL

  2. ABOUT BREAKFAST • Breakfast is New Zealand’s leading breakfast television show • Bringing New Zealanders the day’s news, sport and entertainment first • Breakfast’s presenters & reporters are high profile, credible and at times controversial • Breakfast is topical, sparks discussion and debate • Breakfast recently won the ‘Best Lifestyle Show’ at the TV Guides Peoples Choice Awards and • Picked up ‘Best Weather Presenter’ for Breakfast’s Tamati Coffey & ‘Best News Presenter’ for Breakfast’s Peter Williams • Breakfast Profile • Breakfast reaches an average of 133,800 people* each week day morning between 0630 & 0900 • Breakfast’s main audience appeal is in the 25-49 age group, with an equal male/female split and is in line with the national population profile • With peak viewing between 0715 & 0830

  3. BREAKFAST IN REVIEW In the last two years Breakfasthas grown and maintained audience growth, with average daily audiences in 2009 for AP5+ sitting at 133,800 despite a new player entering the Breakfast TV market. The show’s presenters bounceoff each other and Tamati’spopularity has increasedsignificantly especially as a result of his Dancing with the Starswin. Breakfast’s competitor struggles to gain traction and viewership. Breakfast has travelled the length and breadth of New Zealand, meeting quintessentialNew Zealanders and finding out what makes them tick.

  4. THE BREAKFAST SHOW BROUGHT TO YOU BY? The Breakfast name association sponsorship offers a potential sponsor an opportunity rooted in brand relevance: • Key consumption moment(s) • Target frequent purchase • Flexibility • In show integration possible for a relevant brand • Tactical solution for key objectives • Opportunity to connect with New Zealanders • Broad offering across all platforms

  5. THE BREAKFAST SHOW BROUGHT TO YOU BY? TVNZ is seeking expressions of interest from a name association sponsor for an initial minimum period of twelve months. To follow an initial example of investment required for standard benefits: TV benefits • Sponsorship credits – three x 10 second sponsorship credits • Opener at 0630, mid show at 0800 and closing credit at 0900 • Sponsor logo on programme promos & show break titles • Breakfast promos occur across the TV ONE schedule • Preferred supplier credit • Monday to Friday, 48 weeks of the year tvnz.co.nz benefits • Sponsor logo integration into programme page • Video pre-roll – 400,000 impressions • Programme display ad - approx 30% SOV; 1,411,200 impressions

  6. BENEFITS CONTINUED… Ratecard valuation: On air $1,277,586 plus GST gross (based on 2009 ratecard) tvnz.co.nz* $ 137,280 plus GST gross TOTAL $1,414,866 PLUS GST gross Additional possibilities include: • In-show integration • Opportunity to take the Breakfast show on the road • Online integration, syndication, competitions and other package elements

  7. CAVEAT… • Available with the following caveats • TVNZ Head of News & Current Affairs retains the final right of approval of any prospective sponsor • TVNZ retains editorial control of the Breakfast show at all times and will not be influenced by a commercial agreement • TVNZ retains the right to introduce additional sponsored segments into the Breakfast show on a temporary or permanent basis in consultation with the incumbent sponsor

  8. APPENDIX PERFORMANCE AND PROFILE

  9. AVERAGE RATINGS 2009 – (AP5+) • Viewership was stable throughout 2009 – averaging a 3.4 (133,800 people) Source: Average Audience (AP 5+) Jan-Dec 2009

  10. AVERAGE RATINGS 2009 – (AP25-54) • Viewership was stable throughout 2009 – averaging a 3.6 (64,000 people) Source: Average Audience (AP 25-54) Jan-Dec 2009

  11. AVERAGE CUME REACH – AP5+ • Breakfast has the ability to reach 10% of all people (5+) over a day, 19% over a week and 31% over a month! Source: Average Cume Audience (AP 5+) Jan-Dec 2009

  12. AVERAGE CUME REACH IN 000’S – AP5+ • Breakfast has the ability to reach 396,500 of all people (5+) over a day, 749,000 over a week and 1,241,800 people over a month! Source: Average Cume Audience (AP 5+) Jan-Dec 2009

  13. AVERAGE CUME REACH – AP25-54 • Breakfast has the ability to reach 12% of AP 25-54 over a day, 23% over a week and 36% people over a month! Source: Average Cume Audience (AP 25-54) Jan-Dec 2009

  14. AVERAGE CUME REACH IN 000’S – AP25-54 • Breakfast has the ability to reach 211,700 of all people (5+) over a day, 405,300 over a week and 640,700 people over a month! Source: Average Cume Audience (AP 25-54) Jan-Dec 2009

  15. AVERAGE AUDIENCE BY QUARTER HOUR – AP5+ • Against the total population audience peaks between 7.30am and 8am Source: Average Audience by Quarter Hour (AP 5+) Jan-Dec 2009

  16. AVERAGE AUDIENCE BY QUARTER HOUR – AP25-54 • Against AP 25-54 audience peaks between 7-8am Source: Average Audience by Quarter Hour (AP 25-54) Jan-Dec 2009

  17. AVERAGE TIME SPENT VIEWING – AP5+ • AP 5+ spent on average 45 minutes a day viewing Breakfast – and this has increased across the year Source: Average Time Spent Viewing AP 5+ Jan-Dec 2009

  18. AVERAGE TIME SPENT VIEWING – AP25-54 • AP 25-54 spent on average 41 minutes a day viewing Breakfast and this increased across the year Source: Average Time Spent Viewing (AP 25-54+) Jan-Dec 2009

  19. BREAKFAST WATCHERS SKEW TO PEOPLE AGED 25-49 • Viewers have a strong skew in the 25-49 age bracket and skew slightly older than the rest of the national population • There is no specific gender skew, and viewers are spread out across the country in line with the national population • They work in a cross section of jobs with slight skews in Self Employed and other professional occupations • Household incomes are average, and more than half own their own homes • This group enjoy local news and events and try to keep up to date with current events. They enjoy shopping for clothes and personal items, and really like a good bargain. They actively try to buy NZ made products and prefer brands they’ve used for a long time

  20. BREAKFAST WATCHERS ARE INFLUENCED BY TV • Breakfast watchers are easily influenced by TV – as many 63% have considered buying something after seeing it on TV, 63% have decided where to buy from, and a massive 58% have actually bought something after seeing on TV – and are 23% more likely to do so when compared to the national population! Source: Nielsen Media Q4 2008-Q3 2009

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