June SuperBowlXLV Agency Meetings

The Dallas Morning NewsSuper Bowl Advertising

OpportunitiesPrepared for TracyLocke

6.30.2010

Super Bowl Overview

• The Dallas Morning News is the #1 source for Super Bowl news and information in North Texas. Covering not only sports, but also the entertainment, business and community news surrounding all the excitement around the big event.

• The Dallas Morning News is an official partner with the North Texas Super Bowl XLV Host Committee.

• The Dallas Morning News has created unique and exclusive opportunities for advertisers to reach the Super Bowl audience.

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Advertiser Opportunity

Opportunity for Advertisers:• Associate your brand with the Super Bowl• Benefit from the biggest Super Bowl in history• Take advantage of unique and exclusive

advertising opportunities across print, online, mobile, events and promotions

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The Super Bowl comes to D-FW

Tom Fox/Staff Photographer

The Super Bowl Comes to D-FW

The BIGGEST Super Bowl Ever

Impact on North Texas: • At least $612 million - breaking all previous Super Bowl spending records• Projected non-resident spending - $430 million

Visitors: • Over 700,000 tourists will visit D-FW

– 147,000 from out-of-state and 584,000 from within Texas – Commercial flights will carry nearly 96,000– Private aircraft will bring another 4,000

• 60% of visitors are expected to be managerial • 65% are company decision-makers• These visitors will occupy more than 60,000 hotel rooms

5Source: Study conducted by Marketing Information Masters, Inc. for the North Texas Super Bowl XLV Host Committee, Inc.

Target Audience

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Audience: Super Bowl Fans• 1 out of 4 adults in Dallas• 67% male• 63% are married• 45 years old (average)• Average household income of $94,000 (11% higher than Dallas average)• 48% have white collar jobs• 80% white; 15% African-American; 3% Asian; 2% Other• 14% Hispanic• 19% more likely to visit dallasnews.com in the past month• 39% more likely to have a monthly cell phone bill of over $150• 40% more likely to have spent over $100 on Men’s casual clothing in the past year• 41% more likely to have spent over $100 on Men’s shoes in the past year• 38% more likely to have spent over $1,000 on a TV in the past year• 19% more likely to have spent over $5,000 on home improvements in the past year• Employed in Management, Financial and Business Operations (242,300 people in

Dallas alone)

* Scarborough Dallas/Ft. Worth, TX 2010 Release 1 Very interested in NFL AND watched/listen to Super Bowl

Super Bowl Advertising Opportunities

Exclusive SiteDallasnews.com Super Bowl SiteGoing live August 1, 2010. This site is designed to be the online source for all Super Bowl information in North Texas. • Entertainment: The dish on the best parties, bars,

restaurants, events, halftime shows, celebrities in the area and more

• Local: How the Super Bowl affects Dallas residents from traffic and transportation to business and economic development

• Sports: As always, our awarding winning SportsDay staff will be covering all the latest notes, quotes and opinions about the Super Bowl teams

• Promotions & Games: Fun games fans can play at home (or work) including Super Bowl trivia, prediction contest and “by the numbers”

• Multimedia: capturing all the action around the Super Bowl in photography and video

• Also including polls, Twitter and Facebook integration

8Site visual is a representation of what the site may look like

Super Bowl Magazine

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The Dallas Morning News – Super Bowl Magazine (12/5/2010)This magazine will give a view of the game, its history, influencers and entertainment. It will showcase Dallas as a sports town and have sustainability and shelf life past game time. A great sports town finally hosts sports’ biggest game.

• Distribution of 500,000 copies through home delivery, racks and additional opportunities like hotels and airports

• Glossy Stock, Full Color• 9.875 X 11.5 • Ad Sizes: Spread, Full Page, Half Page and Small category ads• Over 64 Pages• Available individually or as part of a package

Visual is a representation of what the magazine may look like

Super Bowl Entertainment Guide

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Guide – Super Bowl Guide (1/28/2011)Guide has always been a lifeline to what is going on in D-FW. In this special Super Bowl edition, it will serve as a comprehensive guide for local readers and visitors on what to go, see and do in D-FW.

• Distribution of 500,000 copies through home delivery, racks and additional opportunities like hotels and airports

• Glossy Cover• Tabloid Size: 11 x 12• Over 44 Pages• Ad Sizes: Spreads, Full Page, Half Page,

Quarter Page, Front Page Strip and small category Ads

• Available individually or as part of a package

Visual is a representation of what the Guide may look like

Exclusive Special Sections

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The Dallas Morning News, Super Bowl Special Sections (1/30 – 2/7/2011)

Nine days of everything Super Bowl from the team, the history, the parties and the pageantry. If it’s happening in D-FW, we will cover it all in these exclusive special sections.

Coverage includes:• Entertainment: “The dish” on the best parties, bars,

restaurants, events, halftime shows, celebrities in the area and more

• Local: How the Super Bowl affects Dallas residents from traffic and transportation to business and economic development

• Sports: As always, our award winning SportsDay staff will be covering all the latest notes, quotes and opinions about the Super Bowl teams

Product Specs:• Nine Issues, 1/30 – 2/7/2011• Broad sheet, Full Color• Average 16 - 24 pages• Exclusive to Premium Sponsors only

Key Opportunities and Dates

Super Bowl Special Sections• 9 consecutive days • Exclusive to Premier Sponsors

Close Date: November 3, 2010

Publish Date: December 5, 2010

January 30, 2011 through

February 7, 2011

Live Date: August 1, 2010

Close Date: January 17, 2011

Publish Date: January 28, 2011

Super Bowl Magazine• Available individually as well as in packages

dallasnews Super Bowl Site• Available individually 8/1 – 1/23• Exclusive to Premier Sponsors After 1/24/2011

Super Bowl Guide• Available individually as well as in packages

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Super Bowl Advertising PackagesTom Fox/Staff Photographer

PrintSuper Bowl Special Sections – Super Bowl Week (1/30 – 2/7/2011) SECTION & CATEGORY EXCLUSIVITY

- Front Page Strip Ad- Front Page Ear Ad- ½ Page Center Spread Floating Ad - ½ Page Ad (3)- Full Page Ad (3)- Back Cover Ad

SportsDay, GuideDaily, Guide (1/25 – 2/7/2011)- Full Page Ad (1)

The Dallas Morning News, Main (1/25 – 2/7/2011)- ½ Page Ad (1)

The Dallas Morning News, Super Bowl Magazine (12/5/2010)- Full Page Ad

Guide – Super Bowl Guide (1/28/2011)- Full Page Ad

All ads run in full-color

Mobile SportsDayDFW.com (1/25 – 2/7/2011) SITE AND CATEGORY EXCLUSIVITY

- Banner Ads, Mobile and App (ROS, 10% Share)

Online dallasnews.com Super Bowl Site (1/24 – 2/7/2011) SITE AND CATEGORY EXCLUSIVITY

- Banner Ads (ROS, 10% Share)- Home Page Road Block (10% Share)- Blog Sponsorship (1 day)- Video Player Sponsorship (1 day)- Pre-Roll Video (:15, 10% Share)- Photo Player Sponsorship 10% Share)

Hospitality • Super Bowl Tickets (4)PACKAGE EXCLUSIVE

Super Bowl Premium Package $350,000

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PrintSportsDay – Super Bowl Week (1/30 – 2/7/2011)

- Full Page Ad (3)- ½ Page Ad (1)

The Dallas Morning News, Main (1/25 – 2/7/2011) - Full Page Ad (1)- ½ Page Ad (2)

GuideDaily or Guide (1/25 – 2/7/2011) - Full Page Ad (1)

The Dallas Morning News, Super Bowl Magazine (12/5/2010)- Full Page Ad

Guide – Super Bowl Guide (1/28/2011)- Full Page Ad

All ads run in full-color

Mobile dallasnews.com (1/25 – 2/7/2011)

- Banner Ads, Mobile and App (ROS, 50,000 Impressions)

Online SportsDayDFW.com (1/25 – 2/7/2011)

- Leaderboard Banner Ad (728 x 90, 100,000 Impressions)- Medium Rectangle Banner Ad (300 x 250, 100,000 Impressions)

Dallasnews.com (1/25 – 2/7/2011) - Leaderboard Banner Ad (728 x 90, 500,000 Impressions) - Tower Banner Ad (160 x 600, 500,000 Impressions) - Pre-Roll Video (:15, 50,000 Impressions)

GuideLive.com (1/25 – 2/7/2011) - Leaderboard Banner Ad (728 x 90, 50,000 Impressions) - Medium Rectangle Banner Ad (300 x 250, 50,000 Impressions)

Hospitality • NFL Experience Tickets 4

Super Bowl Touchdown Package – $250,000

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Super Bowl Fan Package – $150,000

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PrintSportsDay – Super Bowl Week (1/30 – 2/7/2011)

- Full Page Ad (1 – Black & White)- ½ Page Ad (2 – Black & White)

The Dallas Morning News, Main (1/30 – 2/7/2011) - ½ Page Ad (2 – Black & White)

GuideDaily or Guide (1/30 – 2/7/2011) - ½ Page Ad (2 – Color)

The Dallas Morning News, Super Bowl Magazine (12/5/2010)- Full Page Ad (Color)

Guide – Super Bowl Guide (1/28/2011)- Full Page Ad (Color)

Mobile dallasnews.com (1/25 – 2/7/2011)

- Banner Ads, Mobile and App (ROS, 25,000 Impressions)


- Leaderboard Banner Ad (728 x 90, 50,000 Impressions)- Medium Rectangle Banner Ad (300 x 250, 50,000 Impressions)

Dallasnews.com (1/25 – 2/7/2011) - Leaderboard Banner Ad (728 x 90, 300,000 Impressions)- Tower Banner Ad (160 x 600, 300,000 Impressions)

GuideLive.com (1/25 – 2/7/2011) - Leaderboard Banner Ad (728 x 90, 50,000 Impressions)- Medium Rectangle Banner Ad (300 x 250, 50,000 Impressions)


Super Bowl Party Package – $75,000

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PrintThe Dallas Morning News, Super Bowl Magazine (12/5/2010)

- ½ Page Ad (Color)Guide – Super Bowl Guide (1/28/2011)

- ½ Page Ad (Color)SportsDay – (1/30 – 2/7/2011)

- ½ Page Ad (2 – Black & White)GuideDaily or Guide (1/30 – 2/7/2011)

- ¼ Page Ad (2 – Black & White)Quick (1/27/2011 and 2/3/2011)

- Full Page Ad (2)

Mobile Quickdfw.com (1/25 – 2/7/2011)

- Banner Ads (ROS, 1,000 Impressions)


- Medium Rectangle Banner Ad (300 x 250, 50,000 Impressions)GuideLive.com (1/25 – 2/7/2011)

- Medium Rectangle Banner Ad (300 x 250, 25,000 Impressions)Quickdfw.com (1/25 – 2/7/2011)

- Sliding Billboard Ad (1 day)- Content Sponsorship (1 day)


Thank You

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We appreciate the opportunity to present our Super Bowl XLV opportunities and look forward to partnering and driving results

for your clients.

Grant StewartSr. Manager, Agency Engagement

[email protected], 214.977.8121

Rich AlfanoGeneral Manager, Sports/Health/Education

John HandleySales Director, Sports

AppendixThe Dallas Morning News Coverage


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Party PackageDecember January February Super Bowl Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday5 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7

SportsDay

GuideDaily, Guide

Quick

Super Bowl Magazine

Guide – Super Bowl Guide

SportsDayDFW.com

GuideLive.com

QuickDFW.com

QuickDFW.com Mobile

Editorial

Super Bowl Editorial Calendar

The Dallas Morning News – Super Bowl Special SectionSunday, January 30 Super Bowl Special SectionMonday, January 31 Super Bowl Special SectionTuesday, February 1 Super Bowl Special SectionWednesday, February 2 Super Bowl Special SectionThursday, February 3 Super Bowl Special SectionFriday, February 4 Super Bowl Special SectionSaturday, February 5 Super Bowl Special SectionSuper Bowl Sunday Super Bowl Special SectionMonday, February 7 Super Bowl Special Section

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Super Bowl Editorial Calendar

GuideDaily/GuideSunday, January 30 Week ahead-parties and celebsWednesday, February 2 Taste-Super Bowl Party Planner

Scene ColumnThursday, February 3 Ticket Scalping

Scene ColumnFriday, February 4 Guide to Dallas for Visitors

Music – Review of Super Bowl Music EventsCheerleadersScene Column“Best In”

Saturday, February 5 Fashion – Super Bowl Fashion ShowScene Column

Super Bowl Sunday Halftime-Profile Music ActsScene Column

Monday, February 7 Music – Review of Super Bowl Half-time ShowAd Watch – Best and WorstScene Column

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The Dallas Morning News Sports Coverage

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The Dallas Morning News Sports Coverage

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The Dallas Morning News Photography Coverage

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Michael Ainsworth/Staff Photographer

The Dallas Morning News Entertainment Coverage

26Tom Fox/Staff Photographer

The Dallas Morning News Coverage

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Media FlowchartsPackage Options

Super Bowl Premium Package $350,000

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Premium PackageDecember January February Super Bowl Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday5 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7

Super Bowl Magazine


Super Bowl Special Section









GuideDaily, Guide

The Dallas Morning News, Main

dallasnews.com/Super Bowl

SportsDayDFW Mobile/App

Lighter yellow blocks on the media schedule above indicate select dates that are chosen in accordance to a specific package and do not run the entire schedule.

Super Bowl Touchdown Package – $250,000

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Touchdown PackageDecember January February Super Bowl Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday5 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7

SportsDay


GuideDaily, Guide

Super Bowl Magazine


SportsDayDFW.com

dallasnews.com

GuideLive.com

dallasnews.com Mobile/App


Super Bowl Fan Package – $150,000

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Fan PackageDecember January February Super Bowl Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday5 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7

SportsDay


GuideDaily, Guide

Super Bowl Magazine


SportsDayDFW.com

dallasnews.com

GuideLive.com

dallasnews.com Mobile/App



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Party PackageDecember January February Super Bowl Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday5 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7

SportsDay

GuideDaily, Guide

Quick

Super Bowl Magazine


SportsDayDFW.com

GuideLive.com

QuickDFW.com

QuickDFW.com Mobile


June SuperBowlXLV Agency Meetings

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