INCREASING BRAND

VALUE THROUGH

SPORTS MARKETING Harness the influential power of sports for your brand.

SPORTS IS THE GREAT EQUALIZER.

Fact: The biggest television events around the world are sporting events.

In the US, football rules the ratings. And NOTHING is bigger than the Super Bowl.

Super Bowl XLVI Broke the Record (AGAIN) as Most Watched Telecast in US Broadcast History.

8 of the top 10 highest rating television

programs in the US in 2010 were sports

programs.

Top 10 TV Programs –

Single TelecastChannel Date Rating

Total Viewers

(000)

1. Super Bowl XLV FOX 2/6/2011 37.7 111,041

2. Super Bowl XLV Kickoff FOX 2/6/2011 23.6 69,666

3. Super Bowl Post Game FOX 2/6/2011 22.4 66,030

4. AFC Championship CBS 1/23/2011 18.6 54,850

5. NFC Championship FOX 1/23/2011 17.6 51,884

6. AFC Divisional Playoff-SU CBS 1/26/2011 14.8 43,463

7. AFC Championship Pre-Kick on CBS 1/23/2011 13.4 39,473

8. NFC Wild Card Game FOX 1/9/2011 13.3 39,274

9. Academy Awards ABC 2/27/2011 12.9 37,922

10. Super Bowl Pre FOX 2/6/2011 11.9 35,136

Source: The Nielsen Company

Meanwhile, in other parts of the world…

2010 World Cup TV Audience

In total, the reported figures represented the viewing of almost one billion people (976 million)

All over the world, sports is the BIGGEST thing on television.

But in the Philippines, this is not the case.

Sports channels generally catered to the mid to upscale markets

Dedicated sports channels were on pay TV

Even the most popular local sports events were broadcast in English

This is unfortunate as bulk of TV viewership in the Philippines comes from the mass market who were alienated because of the conventional way that sports was delivered.

Nielsen TV Viewership

Profile

We have BIG dreams for

Philippine sports

TV5’s sports arm SPORTS5 and its free TV platform,

AKTV was created with the goal of building a

healthier and more competitive Philippines, and

developing a winning culture through sports.

Long-term plan to:

Build and expand the sports market

Make sports programs competitive with other more

traditional entertainment genres

Support and develop the Filipino athlete

With our game-changing approach, AKTV has

begun changing the way Filipinos experience

sports by making it more accessible, delivered

more appropriately for the general audience.

KEY POINTS

SPORTS IS MUST-SEE TV

GET IN THE GAME

SPORTS IS EXPERIENTIAL

SPORTS IS POSITIVE

SPORTS THRIVES ONLINE

SPORTS IS MUST-SEE TV Real and compelling television

Challenge:

To make the PBA a

part of the NATIONAL

conversation AGAIN.

Key Marketing Objective To build affinity for the PBA’s

Players and teams to stimulate

interest and boost viewership

and attendance.

Key Message: A call to action for fans to

choose sides, highlighting

key player’s strengths and

crowd draw.

INNOVATING THE PBA COVERAGE

Enhancing the storytelling aspect

Introduced a new staple to the PBA viewing

experience: the AKTV CENTER.

INNOVATING THE PBA

COVERAGE

Assembled the industry’s best and

freshest sports talents

More complete coverage

More meaningful statistics and game information incorporated

into the coverage

INNOVATING THE PBA COVERAGE

8.1 9.2

5.6 8.5 9.3 8.7

7.3 5.9

8.8 7.9 7.1 6.6 5.8 6.2 6.8 5.5

7.9 10.3

2.3 2.6

1.5

2.4 2.5 2.5

1.9

1.5

2.6

1.5

2.1 2.0

1.5 1.5 1.8 1.7

2.4

2.8

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1.5

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2.5

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4.0

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TOTAL PBA (SEASONAL) Mega Manila, Total Individuals

SHR AMR

PBA Commissioner’s Cup

Performance • AKTV’s PBA Commissioner’s Cup generating the highest ratings and audience shares

since 2004.

PBA Commissioner’s Cup

Performance

Game 7 BMEG Llamados vs TNT Tropang Texters : generated 2.7M+ average

viewers (net of AKTV Center), highest point within the OT period with over 4M

viewers (9.7 amr% and 27.4% shares)*

TV5

18%

ABS-CBN

25%

GMA

24%

AKTV

19%

GNTV

3%

St 23

3% All

Cable

7%

PBA Game 7 Audience Shares Total Individuals, NUTAM

TV5

17%

ABS-

CBN

19%

GMA

24%

AKTV

26%

GNTV

4%

St 23

2% All Cable

6%

PBA Game 7 Audience Shares Total Individuals, MEGATAM

*-Total Individuals, Sunday, 6 May 2012 (Week 19); Arianna, Nielsen TV Audience Measurement

16% Increase in gate

receipts

26% Increase in gate

attendance

NCAA = PRIMETIME

COLLEGE SPORTS The NCAA is more than just basketball.

TV coverage to encompass and

emphasize a variety of sports and events

outside of basketball designed to OWN

COLLEGE SPORTS

To make the NCAA BIGGER, we need to

tap into a BIGGER audience because the

excitement and energy of college sports

isn’t just for the students & alumni, it’s for

EVERYONE.

NCAA now seen on a more fan-friendly

timeslot

GET IN THE

GAME With sports, you’re a part of the sports viewing

experience

In-game Executions

Branded executions and sponsored segments

have long been accepted as a part of sports viewing

Branded game elements

Slo-mo replays

Move of the Game

Scoreboard/timer

Highlight reel ownership

Fan-related premiums

Title cards/round cards

All elements are customizable for your brand or

campaign

Virtual Graphics: Innovative

and memorable

SPORTS IS

EXPERIENTIAL Sports by nature has an on-ground component

Face to face with the fans

Sports has a natural on-ground component with countless opportunities for on-ground activations.

LED’s and digital scoreboards

TVC playback and in-venue acknowledgement

Streamers

Booth setup (for sampling, flyering and/or selling)

In-venue games, contests and giveaways

Reach out beyond the

venue

This is only the beginning… Barangays visited: 47 and counting

Total no. of participants: Ave of 400 per barangay not including the thousands of spectators (population ranges from 1,000-80,000 per barangay)

Kampihan Cards distributed: 7,839 and counting

Next Steps:

Return to the barangays and get them to the venues.

Expand the reach of Barangay AKTV to more barangays in Metro Manila and eventually make it a nationwide program.

Coming Soon: UFL School

Tour

Strengthen football interest among the

student population

Interactive football experience with

clinics, meet and greets, games &

challenges, etc

Strategic partnership with high school and

college athletic programs to make

participation and attendance of the UFL

games a school initiative for their students.

Coming Soon: National

Youth Football

Championship

One of our most ambitious projects to date

Nationwide, grassroots level football

tournament targeted to the ff age groups:

Under-8

Under-10

Under-13

10-month league that will engage the youth

and the community

SPORTS IS

POSITIVE Brand association with the positive values

embedded in sports

F.Y.I.

An EXCLUSIVE interstitial that teaches the

average Filipino the basics of soccer

through unique lessons and

demonstrations by National Team Players

and AKTV’s Ambassadors of Football Phil

and James Younghusband

1-on-1 TIU-TORIALS

Brand new instructional segment featuring AKTV’s

ambassador of basketball

SPORTS THRIVES

IN THE DIGITAL

WORLD The web is the natural habitat of sports lovers.

Our Game Changing Approach

to Philippine Sports

• More appropriate – Filipino

• More accessible – Free TV

• More experiential – Face to

Face sports promotion

• Serious sports channel on

Philippine Pay TV

• More Live International

Events

• 24/7

INCREASING BRAND

VALUE THROUGH

SPORTS MARKETING Harness the influential power of sports for your brand.