Campaign reportJanuary 2011

EXECUTIVE SUMMARY

The following report serves as a recap of Intervencion marketing support and performance information as of March 3, 2011.

Broadcast Dates: September 3- January 2011

Marketing Support: • In Market Dates: August- December 2010• Objectives: Own Tuesday nights/ real life genre, WOM/ create buzz• Strategies: Break through social taboo, Digital as anchor, Maximization of radio, online, outdoor, affiliate, PR• Primary market focus: Mexico, Colombia, Brazil

Results • Above average network ratings, skewing women/ younger than average. • #1 A&E show pan-regionally in December 2010, P18+• Surpassed digital benchmarks- 22,000 Facebook fans, 17K+ site traffic• Generated high level of consumer engagement, active digital participation.

SUMMARY OF MARKETING PLAN

Fuente: HM Quest Study: Addiction in Latin America – 6 countries / 500 cases

MARKETING CHALLENGE

Objectives

• Build the A&E brand identity and equity by creating a new reality-solution based prime time night as the premier timeslot for emotional and engaging real life content that is compelling for Latin American consumers

• Be first to market to introduce and claim ownership of the solution based, real life reality show concept

• Generate awareness, create relevance, and promote the concept of interventions as a positive solution to a relevant issue

• Link the A&E brand with the important realm of social responsibility by creating buzz in the market and providing information and tools to support the cause

• Capitalize on Intervention’s Emmy-winning success in the US, and launch the high quality and sustainable product in Latin America (efforts focused in 5 top countries- Brazil, Mexico, Argentina, Colombia, Venezuela)

Strategies

• Develop and implement an aggressive multimedia marketing plan focused on on-air, online, affiliate marketing, and PR efforts primarily targeted to women 18-49 in the 5 top countries

• Maximize all available assets from the US show launch and original production (including talent), as well as existing barter media placements. • 150+ episodes available US episodes of

Intervention, 40+ episodes of Hoarders• Introduce, explain, and promote the term

“intervención” in a positive realm.

Utilize digital media and Public Relations as the core components of the marketing campaign. Digital media focused in online newspapers for high reach, and social media. Online allows for

consumers to inquire and chat anonymously, important for sensitive or seemingly embarrassing topics.

Digital media efforts message on air tune in and A&E’s online community. Public relations efforts link the show concept with the community, local organizations and A&E’s

social outreach efforts under the platform “Project Recovery”.

Secondary media vehicles: Magazine, newspaper, Radio, Mobile.

Print vehicles (Magazine, Newspaper) skew towards a female audience with a particular focus on health and entertainment.

Radio primarily targeted towards Tuesday PM drive, to directly encourage listeners to tune in that evening. Also considered daytime talk radio formats to introduce the message in a relevant environment.

Mobile introduced as a test vehicle for Brazil only.

Media selected and maximized on a market by market basis.

Utilize all existing barter media placements.

MEDIA STRATEGIES

QUANTITATIVE RESULTS

PAN REGIONAL MONTHLY AUDIENCE GROWTH

September 2010• 54.35K,• av. age= 35• 52% male

October 2010• 46.73K• av. age=37• 38% male

November 2010• 52.0K• av. age= 39• 28% male

December 2010•66.40K•Av age= 39

•28% male•#1 A&E show Pan-Regionally

AUDIENCE SKEWS YOUNGER/ FEMALE

Average age: 38

DIGITAL- SPECIFIC RESULTS

Objectives: 16,800 71,338 12,000

Web Page Visits Video Views Total Fans

Results: 17,673 28,000 22,000

+10% Delivery on Objectives

TOTAL SOCIAL MEDIA IMPRESSIONSAll social channels- Facebook, Twitter, Blog Posts

Intervencion/cao TV Facebook Impressions

@Intervencion/cao TV Twitter Impressions

493,663

228,938

Intervencion/cao TV Blog Posts335,000

TOTAL: 962,601

TWITTER ACTIVITY SUMMARY

3,959167619

@Intervencion/cao TV mentions

@Intervencion/cao TV tweets

@Intervencion/cao TV followers

Twitter Fan Comments

TWITTER- HIGH LEVEL OF ENGAGEMENT WITH BRAND

Meu Deus, impressionada

com o episódio

de hoje de Intervenção no

A&E, coitada. =/

A&E- Perdi o Intervenção sobre anorexia. Cade reprise? Luego sigue "intervención" en A&E es buenísimo!!

Me fascina... @Intervencion TV buen programa, buen formato…buenisimo!.. sigan con tan bella labor

Excelente los programas de @IntervencionTV mi sueño es trabajar en una producción asi!!

Natal, virada de ano...é preciso ajudar os dependentes químicos enfrentar esses momentos q p

mtos é bm difícil...

A&E- Perdi o Intervenção sobre anorexia. Cade reprise?

Assistindo "intervenção” na A&E…. (impressionada)

FACEBOOK ACTIVITY SUMMARY: Intervencion + Intervencao

17,922 fans

wall posts

likes

comments

4,070157

1,473

Facebook Fan Comments

FACEBOOK- HIGH LEVEL OF ENGAGEMENT WITH BRAND

Já abusei do Álcool também

mas hoje graças

a Deus estou liberto deste

vicio.. =/

A&E- Perdi o Intervenção sobre anorexia. Cade reprise? Série Perfeita mew.!

No solo son las drogas, decidi dejar el cigarrillo despues de un capitulo q observe. llevo un mes sin fumar y estoy feliz ¡¡¡ Gracias..

este programa es lo maximo..es lo mejor que he visto..es muy crudo y real...los felicito..ojala y sigan ayudando mas personas...!!!

de verdad los felelicito.....muy buen programa XD

jjajaajj que constructiva esta pagina gracias x

la informacion

Álcool leva vc a usar outras drogas, sei muito bem os efeitos do

alcool meu avô era alcolatra... parei de beber recentemente...

resolvi parar pq estava consumindo

outros tipos de droga, então parei e

pensei '' merda o q eu to fazendo.

BLOGS AS A SOURCE OF WOM

78

335,000

100

number of blogs posts

percentage of positive posts

estimated impressions

BLOGS

BLOGS

BLOGS

“Intervencion, una historia con vicios bien contada” El Tiempo (Intervention, a well told story of vices.)

“La metodología de la recuperación llevada a la TV” El Nuevo Siglo (Recovery methods brought to TV)

"Intervención exorcisa los demonios de la adicción", Diario El Nacional, 05/09/10 (Intervention exorcizes the demons of addiction)

"Intervención: pionera en su género...", Revista Entertainment, Nov, 2010 (Intervention: pioneer in its genre)

"Intervención demuestra que la recuperación es posible", Diario El Informador, 15/10/2010 (Intervention shows that recovery is possible) A&E Lucha contra las adicciones (Television.com.ar) (A&E Fights against addiction)

TV con Orientación Social (Tiempo Argentino)(TV with Social Responsibility)

“Con un abordaje único, la producción acompaña la lucha entre las personas viciadas y las terribles crisis personales cuando sus familias y amigos planean una acción.” Jornal da Cidade (1 de septiembre)(With a unique format, la production shoes the fight between the addict and the terrible personal crisis when friends and family take action)

CONSISTENT PROMINENT PRESS

$500,000 in press coverage value cross major markets- Mexico, Argentina, Colombia, Brazil, and Venezuela.

• NOTA REVISTA RECORD

• NOTA REVISTA TV Y NOVELAS

CONSISTENT PRESS

CONSISTENT PRESS

CONSISTENT PRESS

• RECORD

• REFORMA

CONSISTENT PRESS

Venezuela- El NacionalQ- Mexico

KEY LEARNINGS

EVALUATION- HAVAS MEDIA

Havas was hired to manage the digital extensions of the campaign, including online media

planning and buying, and social media management.

+ Strong strategic planning

+ Regular results reporting

+ Adaptable, quick, accessible

+ Provided critical support in the absence of dedicated internal resources.

+ Provided a benchmark and best practices for future campaigns. We now have the tools to manage internally

with the right resources.

+ Ad sales benefit?

- Social media management component was costly.

- Agency was learning with us as we went along/ lack of solid social media experience.

- Online media team did not communicate changes or hurdles in the campaign well.

- Project manager was only present for 1st month.

- Many contacts.

TACTICAL LEARNINGS

+ Fans embraced the show as a tool to create awareness on the drug addiction challenges

+ Postings on celebrities fighting drug addiction and anorexia triggered passionate debates and

generated record engagement for the pages.

+ Longer notes were effective at engaging the audience.

+ Fans frequently asked about the possibility of LatAm having its own version.

+/- Fans would like to be able to learn more about what happened to the people on the show;

especially whether or not they stuck to the treatment.

- Bloggers expressed that they needed more time to post the content.

- While Orkut is one of the most popular social networks in Brazil, Brazilians frequently opted to

connect with Intervention on Facebook instead