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Fox International Channels Serbia

May 2009


Launched: Friday, October 13, 2006


Fox Crime audience

viewer demographics

over 2/3 are: •

urban

aged 20-44

working people

live in families with 3-4 people

responsible for the household purchases

Data: AGB Nielsen


Fox Crime audience

viewer lifestyle

I try to keep up with developments in technology

People have a duty to recycle

It's worth paying extra for quality goods

A designer label improves a person's image

Comfort is the most important thing in a car

It is important to keep my young look


Fox Crime program

popular series Monk

Las Vegas

Largo

Law and Order

Dexter

Brotherhood

Alias

Kyle XY


Fox Crime audience

audience dynamic 0.45%

0.40% 0.35%

avg rtg%

0.30%

0.25%

0.20%

0.15% 0.10%

0.05%

Fox Crime is available for over 2 million Serbians. The average time which these viewers spend there is 36 minutes. They watch it all day – “Prime Time” from 13:00 till midnight…

1:00:00

0:00:00

23:00:00

22:00:00

21:00:00

20:00:00

19:00:00

18:00:00

17:00:00

16:00:00

15:00:00

14:00:00

13:00:00

12:00:00

11:00:00

10:00:00

9:00:00

8:00:00

0.00%

Data: AGB Nielsen, April 2009, 08:00 – 02:00

TG: 18-49 Urban&Cable


Launched: 9 November 2007


Fox Life audience

viewer demographics

over 2/3 are: •

urban

aged 15-34

women

working people

with average and above income

Data: AGB Nielsen, August 2008, 08:00 – 02:00


Fox Life audience

viewer lifestyle

I am prepared to pay more for products that make life easier

I really enjoy a night out at the pub

It is important for me to look well dressed

I worry about violence and crime

I am worried about pollution and congestion by cars

I am an optimist

I usually speak my mind, even if it upsets people


Fox Life program

program highlights House MD

Dirt

Ugly Betty

Aly McBeal

The L word

Desperate Housewives

Married with children

Will & Grace


Fox Life audience

audience dynamic 0.90%

0.80%

0.70%

avg rtg%

0.60%

0.50%

0.40%

0.30% 0.20%

0.10%

Fox Life is available for over 1.8 million Serbians. The average time these viewers spend each day is 34 minutes. The channel has good ratings during the whole day and peaks in the late Prime Time.

1:00:00

0:00:00

23:00:00

22:00:00

21:00:00

20:00:00

19:00:00

18:00:00

17:00:00

16:00:00

15:00:00

14:00:00

13:00:00

12:00:00

11:00:00

10:00:00

9:00:00

8:00:00

0.00%

Data: AGB Nielsen, April 2009, 08:00 – 02:00

TG: 18-49 Urban&Cable


When should we use Fox Life and Fox Crime in the media mix?


audience quality

what you usually buy?

that’s how 1 GRP looks like

Yes, you buy some contacts with the total population.


audience quality

but are all these people interesting for the advertiser? If we talk about a mass FMCG product, than the answer is YES. But most advertised brands aim to people with high purchasing power. That’s how the high purchasing power consumers look like in this GRP:

Not all of the people are or might be consumers of middle or high class products.


audience quality

presence of people with above the average income

18%

Serbian terrestrial channels

28%

Rest Pay TV channels

42%

Fox Channels

There are more than 2 times more high class buyers in 1 GRP delivered by Fox Life, Fox Crime and NatGeo than in the same, but delivered by the terrestrial TVs. Fox Life, Fox Crime and NatGeo GRP’s are 50% “richer” with rich people than those of the Rest Pay TV channels on the market.

Data: AGB Nielsen, April 2009, 08:00 – 02:00


audience quality

so, are all the GRP’s the same?

that’s how 1 GRP looks in the different channels

Serbian terrestrial channels

Serbian Pay TV channels

Fox Life & Fox Crime

If you advertise to the high class buyers, in 1 GRP on the different channels, you actually get more by Fox Life & Fox Crime!


audience size

Top 15 TVs’ shares, TG: 18-49 med&high income 25.00%

20.00%

share %

15.00%

10.00%

5.00%

Both Fox Life and Fox Crime are among the top 15 TV channel in Serbia!

Novi Sad 1

TV 1000

Kosava

Fox Crime

Fox Life

Sport Klub

Happy TV

Ultra

Studio B

AVALA

RTS 2

TV B-92

FOX

RTS 1

PINK

0.00%

Data: AGB Nielsen, April 2009, 08:00 – 02:00


audience size

Top Pay TVs’ shares, TG: 18-49 med&high income 1.40%

1.20%

0.80%

0.60%

0.40%

0.20%

Fox Life and Fox Crime are the most popular entertainment channel among the Pay TVs in Serbia!

Viasat Explorer

Svet Plus

Film+

Minimax

Viasat History

Jetix

Cinemania

National Geographic

Eurosport 1

Discovery

TV 1000

Fox Crime

Fox Life

Sport Klub

0.00% Ultra

share %

1.00%

Data: AGB Nielsen, April 2009, 08:00 – 02:00


campaign simulation

Time 8:00 8:30 9:00 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 0:00 0:30

Mon 0.00% 0.05% 0.08% 0.13% 0.17% 0.10% 0.30% 0.39% 0.20% 0.24% 0.14% 0.27% 0.18% 0.13% 0.07% 0.10% 0.06% 0.11% 0.14% 0.13% 0.14% 0.33% 0.32% 0.24% 0.31% 0.40% 0.42% 0.34% 0.26% 0.28% 0.15% 0.20% 0.16% 0.11%

Fox Life rgt% 18-49 medium + Tue Wed Thu 0.03% 0.05% 0.01% 0.10% 0.01% 0.01% 0.24% 0.03% 0.04% 0.22% 0.04% 0.25% 0.12% 0.06% 0.08% 0.03% 0.07% 0.04% 0.04% 0.11% 0.08% 0.04% 0.04% 0.08% 0.12% 0.02% 0.16% 0.07% 0.08% 0.19% 0.14% 0.15% 0.10% 0.16% 0.21% 0.12% 0.18% 0.12% 0.10% 0.17% 0.17% 0.07% 0.14% 0.12% 0.27% 0.14% 0.22% 0.18% 0.07% 0.20% 0.19% 0.09% 0.20% 0.09% 0.14% 0.15% 0.15% 0.25% 0.20% 0.16% 0.36% 0.22% 0.05% 0.32% 0.23% 0.25% 0.25% 0.23% 0.37% 0.31% 0.26% 0.22% 0.18% 0.26% 0.14% 0.13% 0.34% 0.15% 0.17% 0.46% 0.11% 0.23% 0.40% 0.22% 0.29% 0.18% 0.17% 0.21% 0.22% 0.23% 0.21% 0.26% 0.30% 0.25% 0.21% 0.33% 0.12% 0.22% 0.23% 0.11% 0.35% 0.17%

the breaks rating – Fox Life high income Fri Sat 0.02% 0.01% 0.08% 0.06% 0.08% 0.05% 0.12% 0.06% 0.12% 0.09% 0.11% 0.04% 0.09% 0.04% 0.12% 0.08% 0.19% 0.02% 0.12% 0.01% 0.15% 0.03% 0.06% 0.11% 0.18% 0.23% 0.35% 0.25% 0.13% 0.30% 0.11% 0.21% 0.17% 0.21% 0.15% 0.18% 0.21% 0.18% 0.16% 0.21% 0.23% 0.28% 0.20% 0.05% 0.23% 0.09% 0.22% 0.12% 0.20% 0.08% 0.07% 0.08% 0.13% 0.02% 0.12% 0.04% 0.30% 0.04% 0.36% 0.18% 0.43% 0.36% 0.27% 0.23% 0.26% 0.14% 0.12% 0.21%

Sun 0.00% 0.05% 0.01% 0.04% 0.10% 0.07% 0.07% 0.05% 0.09% 0.09% 0.06% 0.08% 0.18% 0.13% 0.25% 0.22% 0.23% 0.07% 0.20% 0.26% 0.24% 0.13% 0.18% 0.14% 0.15% 0.15% 0.05% 0.08% 0.21% 0.31% 0.60% 0.27% 0.20% 0.08%

Based on April 2009 rating data for target group “18-49 medium and high income”, we could estimate the next: If you plan 8-10 airings per day in the marked zones for 4 weeks, the Fox Life package of 170 spots (5400 EUR) and 50% bonus airings could deliver over 70 TRP’s. That way, the average CPP will be less than 80 EUR.

Data: AGB Nielsen, April 2009, 08:00 – 02:00


campaign simulation

Time 8:00 8:30 9:00 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 0:00 0:30

Mon 0.22% 0.05% 0.04% 0.05% 0.05% 0.15% 0.11% 0.11% 0.16% 0.20% 0.16% 0.14% 0.33% 0.24% 0.13% 0.15% 0.14% 0.19% 0.04% 0.06% 0.00% 0.00% 0.04% 0.03% 0.19% 0.20% 0.03% 0.07% 0.10% 0.07% 0.05% 0.02% 0.13% 0.02%

rgt% Tue 0.07% 0.15% 0.14% 0.08% 0.19% 0.31% 0.12% 0.08% 0.06% 0.04% 0.03% 0.12% 0.16% 0.13% 0.09% 0.09% 0.16% 0.18% 0.19% 0.04% 0.06% 0.07% 0.07% 0.20% 0.04% 0.08% 0.10% 0.09% 0.18% 0.12% 0.16% 0.13% 0.20% 0.22%

the breaks rating – Fox Crime

Fox Crime 18-49 medium + high income Wed Thu Fri Sat 0.06% 0.06% 0.08% 0.08% 0.15% 0.04% 0.11% 0.10% 0.15% 0.07% 0.17% 0.17% 0.15% 0.08% 0.09% 0.12% 0.11% 0.10% 0.11% 0.19% 0.13% 0.14% 0.21% 0.37% 0.11% 0.09% 0.08% 0.23% 0.14% 0.11% 0.11% 0.17% 0.17% 0.13% 0.14% 0.17% 0.11% 0.05% 0.14% 0.19% 0.08% 0.06% 0.13% 0.16% 0.06% 0.06% 0.10% 0.21% 0.04% 0.06% 0.10% 0.26% 0.08% 0.13% 0.15% 0.30% 0.09% 0.17% 0.25% 0.23% 0.11% 0.11% 0.15% 0.36% 0.14% 0.07% 0.14% 0.31% 0.14% 0.07% 0.23% 0.35% 0.08% 0.04% 0.17% 0.32% 0.12% 0.05% 0.15% 0.42% 0.11% 0.16% 0.10% 0.32% 0.13% 0.13% 0.05% 0.32% 0.13% 0.05% 0.10% 0.21% 0.08% 0.13% 0.31% 0.20% 0.05% 0.07% 0.10% 0.21% 0.00% 0.17% 0.06% 0.18% 0.15% 0.09% 0.10% 0.18% 0.10% 0.15% 0.05% 0.22% 0.06% 0.28% 0.10% 0.09% 0.17% 0.17% 0.17% 0.21% 0.12% 0.15% 0.11% 0.13% 0.05% 0.15% 0.03% 0.16% 0.10% 0.09% 0.09% 0.17% 0.04% 0.09% 0.07% 0.17%

Sun 0.07% 0.07% 0.11% 0.05% 0.08% 0.22% 0.19% 0.20% 0.17% 0.12% 0.26% 0.33% 0.36% 0.31% 0.37% 0.41% 0.32% 0.34% 0.23% 0.29% 0.26% 0.27% 0.20% 0.17% 0.06% 0.13% 0.08% 0.17% 0.11% 0.05% 0.24% 0.12% 0.07% 0.00%

Based on April 2009 rating data for target group “18-49 medium and high income”, we could estimate the next: If you plan 8-9 airings per day in the marked zones for 4 weeks, the Fox Crime package of 150 spots (3150 EUR) and 50% bonus airings could deliver over 50 TRP’s. That way, the average CPP will be less than 60 EUR.

Data: AGB Nielsen, April 2009, 08:00 – 02:00


campaign simulation

the combo packages - Fox Life and Fox Crime

Based on April 2009 rating data for target group “18-49 medium and high income”, we could estimate the next: If you plan 10 airings per day per channel in the marked zones for 4 weeks, the Fox Life and Fox Crime COMBO package of 340 spots (7800 EUR) and 50% bonus airings could deliver over 130 TRP’s. That way, the average CPP will be less than 60 EUR.

Data: AGB Nielsen, April 2009, 08:00 – 02:00


in brief:

 Fox Life and Fox Crime are the most popular entertainment cable channels in Serbia. Their rating is comparable with those of several terrestrial TVs.  Fox Life and Fox Crime are the perfect supporting channels – they could deliver over great number of TRP’s per week and we believe it could happen on an extremely competitive CPP price.  Fox Life and Fox Crime viewers are young, active people with high socio economical status – this target should sounds familiar…

end


Predstavljanje Foks Lajfa i Foks Krajma