SUPER

Issue : May 2, 2018

THE FUTURE OF TV IS HERE…

Are you ready?

Source: myTV SUPER subscription management system

CONNECT YOUR AUDIENCEANYTIME, ANYWHERE on ANY DEVICE

Home PC On the Go

Registered Subscribers over 5.9 Million (as of Apr 8, 2018)#

MASS PENETRATIONEVERYONE IS WATCHING

TV Set-Top-Box : over 1MApps + Web : over 4.9M

Source : myTV SUPER subscription management system

ENGAGED AUDIENCE

WEEKLY STREAM VIEWS

30.1MMonthly stream views

*121M

Source:

Nielsen SiteCensus (wk1816 exact date data including STB, App & Web) *Nielsen SiteCensus (wk1813 - wk1816)

WEEKLY TOTAL

STREAMING HOUR

17.2M

Equivalent to *1.57 (4+

TVRs) in all day all time

average ratings

*Online ratings – based on Nielsen SiteCensus figures & ratings calculation is certified by Nielsen

A CONTINOUS GROWTH OF CONSUMPTION

WEEKLY UNIQUE VISITORS (SUMMATION)

1.7M

Source:

Nielsen SiteCensus (wk1816 data including STB, App & Web)

WEEKLY STREAM VISITORS (SUMMATION)

1.3M

AVERAGE STREAM VIEW

DURATION

34 MIN

AVERAGE NO. OF STREAM

VIEWS PER VISITOR

23

WEEKLY AVERAGE TIME

SPENT PER UNIQUE STREAM

VISITOR

13.3 hours

EQUIVALENT TO N0. 2 TV CHANNEL IN HK A STRONG COMPLEMENT TO TVB CHANNELS

(IN TERMS OF RATINGS)

Wk 1813 - 1816 All Day All Time Average Ratings

4+ TVRs

Jade 5.67

myTV SUPER 1.58

TVB News Channel 1.03

J2 0.83

TVB Finance Channel 0.40

Pearl 0.33

ViuTV 0.31

Cable TV 0.42

nowTV* 0.49

Fantastic TV 0.28

Remark:

Jade, J2, TVB News Channel, Pearl, TVB Finance Channel included Live, As Live / Timeshift1 and 7-Day Catch Up2 viewership via TV Set or myTV SUPER STB.1 As Live / Timeshift Reach include catch up viewership within the same telecast day of respective channels live on TV.2 7-Day Catch Up Reach includes catch up viewership within 7 days period after the telecast day of respective channels live on TV.

*Overall nowTV excludes TVBNV channels

Date source: Nielsen SiteCensus and CSM Media Research (Mar 26 – Apr 22, 2018)

2

BEST OF 2017Top Apps Charts

myTV SUPER rank #ONE amongst all entertainment apps

YOUNG AFFLUENT AUDIENCE

MEET THE MILLENIALS AND GEN X

13%

18%

23%

26%

15%

5%

0% 10% 20% 30% 40% 50% 60%

A55+

A45 - 54

A35 - 44

A25 - 34

A15 - 24

A4-14

Total TV myTV SUPER STB myTV SUPER APP myTV SUPER Web

Source : myTV SUPER App User Profile Survey

conducted by TVB, powered by Nielsen

Period: May 12-29, 2017; Sep 19-Oct 18, 2017

Sample size: 306,484

41%

15%

15%

13%

6%

10%

0% 10% 20% 30% 40% 50% 60%

A55+

A45 - 54

A35 - 44

A25 - 34

A15 - 24

A4-14

52%

16%

13%

8%

5%

6%

0% 10% 20% 30% 40% 50% 60%

A55+

A45 - 54

A35 - 44

A25 - 34

A15 - 24

A4-14

Source: Nielsen TAM

Channel: TTV (TV set)

Period: Jan - Apr 2018

Source: Nielsen TAM

Channel: myTV SUPER Set-top-box

Period: Jan – Apr 2018

A35-54 (30%) A 25-54 (67%) A 25-54 (60%)

10%

21%

19%

29%

17%

3%

0% 10% 20% 30% 40% 50% 60%

A55+

A45 - 54

A35 - 44

A25 - 34

A15 - 24

A4-14

Source: comScore

Period: Nov 2017

WELL EDUCATED & WEALTHY

13%

36%

10%

5%

29%

6%

36%

13%

10%

35%

0% 10% 20% 30% 40%

Primary completed

F1-F5

F6-F7

Diploma

University or above

Education

myTV SUPER Total Population

24%

13%

16%

12%

9%

14%

12%

19%

10%

16%

12%

10%

19%

14%

0% 5% 10% 15% 20% 25% 30%

Less than 15,000

15000-19999

20000-29999

30000-39999

40000-49999

50000-69999

70000+

Monthly HHI

myTV SUPER Total Population

Source : Websites/APP Used to Watch Online Video (myTV SUPER) in P7D

2017 Nielsen Media Index (Jul 2016 – Jun 2017)

Median HHI average :

myTV SUPER : $33,048

HK : $28,163

BEST LOCAL PREMIUM CONTENTNO UGC

• 28,000 hour TVB production

• 24,000 hour acquired Korean drama, Japanese drama, Asian drama, variety & premium program

• 500 hour to 700 hour fresh program per week

TVB is the unbeatable giant in HK

content-production industry

KOREAN, JAPANESE, MANDARIN DRAMASSynchronous playout

告白夫婦 - KBS海上牧雲記

延禧攻略

如懿傳

當你沉睡時

雙面醫生2

Black Revenge

那年花開月正圓

獨孤皇后

HUGE PRODUCTION IN 2018

STRONG DRAMA LINE-UP

白色強人

跳躍生命線

是咁的，法官閣下包青天再起風雲

特技人

AD INVENTORY AVAILABLE ON EXCHANGE

• Able to target the individual & household, and highly measurable in its performance. This would be truly programmatic TV, and it can’t come soon enough.

myTV SUPER PROVIDES BETTER TARGETING

• To address right targets with high value audience in a more efficient and effective model by using of TVB DMP platform.

• Enables us to access very accurate audience data across myriad consumer traits like purchase consideration and shopping behavior and to programmatically reach these tailored audiences at scale in myTV SUPER

A WORLD CLASS DMP

• Partner with Nielsen, employing their DMP, Marketing Cloud enabling TVB clients to improve their marketing outcomes.

• Delivers unrivaled consumer data and analytics to fully integrate TVB’s first party data, Nielsen unique data & 3rd party data for better audience segmentation, media planning and marketing activation.

DMP

MARKETER’S DREAM COME TRUESEND A SPECIFIC TV COMMERCIAL

TO INDIVIDUAL HOUSEHOLD AND USER

• It's actually real• Addressable ads will be available in up to 1M SET-TOP-BOX

households through live TV and video-on-demand.

• Plus 4.8M individual Web + App users

Improved relevanceEnhanced

engagementLess ad burnout

CREATING A BETTER, MORE COMPREHENSIVE AUDIENCE DATA

LEARNINGS

• To reach more specific audiences with greater creative flexibility, deep insights, and dependable ROI data.

• Advertisers can understand the true performance of their ad - including engagement, brand lift, and conversions.

myTV SUPER ROADMAPS TO PROGRAMMATIC TV

Demograhic

& Content

Targeting

• Demographic

• Gender

• Content Targeting

• Precise delivering ads

against programme

content

• Viewing Interest

• Programme typologies

Ready to use

Intent & Cross

Device

Targeting

Demograhic

&

Geographic

• Demographic

• Age

• Geographic

• STB locations

• Frequent location

Late Q2

• Demographic

• Income class

• Intent

• Actively in market for products

and services

• Cross Device Targeting

• Reach the same consumer

with personalized sequential

messaging

• Third Party DataActual target filtering is subject to myTV SUPER programmatic time frame

Ready to use

myTV

SUPER

• Direct targeting by

platform, audience

• Measurement by

impression over

rating

• High ad completion

rates and viewability

• Engaged, lean back

experiences

• Full-screen TV

experience on a large

living-room device

ADDITIONAL TV AUDIENCE

16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1

TV

Rs

TV myTV SUPER STB

Period: (Jan 1, 2016 – Mar 31, 2018)

TV: Live on Jade, J2, Pearl, TVB News, TVB Finance, ViuTV, ViuTV Six, Fantastic TV, Overall HKC, Overall now TV

myTV SUPER STB: Linear channels and VOD on myTV SUPER set-top-box

Source: Nielsen TAM (2016-2017); CSM Media Research (2018)

Total TV 2016 – 2018 latest, by quarter, all day all time

HIGH VIEWABILITY

• Marketers have concerns on viewability and fraudulent traffic. However, myTV SUPER is inherently less vulnerable to both challenges due to high authentication rates, the devices’ closed environments, and the nature of the viewing experience.

• Our average viewability rate : 72% (Source : DoubleClick, March 2018)

73.9%71.4%

76.1%

83.7%

98.7%

84.4%

Pop-up Banner LREC App

Instream

STB Instream Web

Instream

In-View Measurable %

Source : *Comscore Q1 2017 vCE campaign

benchmarks

Viewability rates ranged from *48%

to 55% across markets

ENGAGED VIEWERSLEADS TO HIGH COMPLETION RATE

• myTV SUPER average video ad completion rate is a whopping 95.5%

• While other premium video platforms also yield high video ad completion, no other platform comes close to the near perfect rate observed on OTT. These superior metrics can partially be explained by the full-screen, lean-back experience that OTT enables, replicating behaviours seen on traditional linear television.

89.1%87.2% 97.1%

MOBILE DEVICE SET-TOP-BOX

AD COMPLETION RATES BY DEVICE PLATFORM

MAR 2018

Source : DoubleClick

WEB

93%

OTT device

84%

Desktop85%/78%

Tablet/Smartphone

Source : Kinetic Social, Q2 2016 Social Trend Report

(Market average)

STONGER EMOTIONAL CONNECTIONAd Dovetailing With Relevant Content

+

Programme : 溏心風暴3

Special tailor-made version transmission date :

2 x episodes within Dec 2017 – Jan 2018

STONGER EMOTIONAL CONNECTION Ad Dovetailing With Relevant Content

TAKE PRODUCT PLACEMENT TO THE LIMIT

• Brand placements can be more effective than advertisements.

• So effective because viewers and consumers are all trying to reach an ideal self and while trying to achieve this ideal self they indulge into the stories that the product placements tell.

• Can overlay messages that fits the scene or actors’ scripts, to create witty and relevant call-to-action that talks back to the main-screen content.

• More synchronize the commercial messages with drama scenario

• Higher visibility and flexibility

MID-ROLL INSERTION DURING TIMESHIFT

• During the 3 hour rewind of live program, fewer mid roll instream AD will

replace normal TV Ad breaks. Live program without timeshift will carry the

same AD break of live DTT.

• Audience will enjoy a shorter Ad break during timeshift.

• Advertisers can capture As-Live audience with higher share of voice.

• Scope of linear channels and involved platforms:

Ch.81 to 85 (except 84)

STB, App & Web

SUPPORT LONG DURATION VIDEO AD

• Skippable at 60-sec, support long duration video AD for impact, creativity, relevance, repeat value, even in this attention-span starved digital age, long reads have found acceptance in the online world.

SUPER

REALISTIC RATE CHANGES FOR MAJOR AD FORMATSAd format Device Unit 2018

Rate Card Rate

(HK$Gross)

≤30-sec In-stream (mid-roll) STB+APP+WEB CPM 200

Pop-up APPs CPM 120

Video Pop-up myTV SUPER APP CPM 145

Double Banner APPs CPM 25

Triple Banner APPs CPM 40

Mobile LREC APPs CPM 45

Super Mobile LREC APPs CPM 80

Mobile L-shape Banner myTV SUPER APP CPM 35

LREC WEB CPM 45

Wallpaper WEB CPM 95

Super Banner WEB CPM 95

Super Banner – Push Down WEB CPM 140

Timeshift Banner STB CPM 35

Channel Control Banner STB CPM 35

U-Shape Wallpaper STB CPM 35

60s skippable video Ads STB+APP+WEB CPM 400

Push Message STB/APP/WEB CPM 30

Native Ad STB+APP+WEB 1 week 67,000

LINEAR 81 - 85 & THEMATIC CHANNELS

Data Source: Nielsen SiteCensus : Week1727

PREMIUM SERVICE – ACQUIRED CHANNELS

TVOD – PAY-PER-VIEW

PRESENCE ACROSS DEVICES

HomePC On the Go

無綫新聞

Ad format STB APP WEB

In-stream (30-sec) ● ● ●

Long duration in-stream

(60-sec skippable)● ●

Pop-up ●

Video Pop-up ●

Banner (Double/Triple) ●

Mobile LREC/

Super Mobile LREC●

Mobile L-shape Banner ●

LREC ●

Super banner ●

Super banner – Push

down●

Wallpaper ●

Channel control banner ●

Timeshift banner ●

U-shape wallpaper ●

Native Ad ● ● ●

Push Message ● ● ●

Ad formatAPP APP APP APP APP

In-stream (30-sec) ● ● ● ●

Long duration in-stream

(60-sec skippable)● ● ● ●

Pop-up ● ● ● ● ●

Banner

(Double/Triple)● ● ● ● ●

Mobile LREC/

Super Mobile LREC●

Ad format

WEB WEB WEB

In-stream (30-sec) ● ●

Long duration in-stream

(60-sec skippable)● ●

LREC ● ● ●

Super Banner ● ● ●

無綫新聞

TIME SHIFT CONTROL BAR

It happens on every time when the

user release the timeshift color

button of the remote while

watching linear channels and

VOD.

Apply to:

• ALL linear channel with timeshift

function (81 to 97 (except 84),

200, 700) & specified VOD

programme

TIME SHIFT CONTROL BAR

It happens on every time when the

user release the timeshift color

button of the remote while

watching linear channels and

VOD.

Apply to:

• ALL linear channel with timeshift

function (81 to 97 (except 84),

200, 700) & specified VOD

programme

CHANNEL CONTROL BAR

It happens on every time when the user release the button in the remote control for channel switching.

Apply to Channel switching into:

• ALL TVB produced channels (i.e. 81 to 97(except 84),200, 700)

U-SHAPE WALLPAPER

It happens on:

Linear Channel: 5 minutes after every AD-Break every time

Apply to Channel switching into:

• ALL free TVB Channels(i.e. 81 to 85 except 84) + thematic channel (except 97)

U-SHAPE WALLPAPER

It happens on:

Linear Channel: 5 minutes after every AD-Break every time

Apply to Channel switching into:

• ALL free TVB Channels(i.e. 81 to 85 except 84) + thematic channel (except 97)

DYNAMIC AD FORMATS

• VIDEO – In-streams

• DISPLAY – LREC, Pop-up, Double banner, Triple banner, Mobile

LREC, Wallpaper, Super Banner

• NATIVE AD – Long form commercial, infomercial, video hosting

• DYNAMIC FORMAT – U-Shape wallpaper, Time-shift, Channel

control, Mobile L-shape Banner

• SPECIAL TITLE SPONSORSHIP

• PUSH MESSAGE

Double Banner AdPop up Ad

In-stream Ad

Mobile LREC Super Mobile LREC

Mobile L-shape Banner

Video Pop up Ad

Wallpaper

Super Banner

LREC

Native Ad

Special Title Sponsorship