PowerPoint 1ST LINE DRAMA 2ND LINE DRAMA Year to Date Average: 19.35 (From Jan 4- Jul 3, 2016) Year

July 2016

Overview

TVBJ Prime Time Rating Update

純屬意外, 一屋老友記

Introduced new advertising Opportunities

TVB AD Fun

Premiere league package

LeSports

Upcoming Program Update

TVB Jade

ViuTV

TV

Digital

Print

OOH

Tao Magazine update

TAO magazine will change to Monthly Magazine starting from July, 2016

Metro pop update

New metro pop website launched

GOmedia

A new GO Mini Truck launched

Facebook Update

Branded content

360 Image

1ST

LINE

DRAMA

2ND

LINE

DRAMA

Year to Date Average: 19.35

(From Jan 4- Jul 3, 2016)

Year to Date Average: 19.24

(From Jan 4- Jul 3, 2016)

Average Rating 17.7 21.4

OMD's Point of View

8

10

12

14

16

18

20

22

24

26

1 /4

/2 0

1 6

1 /1

1 /2

0 1

6

1 /1

8 /2

0 1

6

1 /2

5 /2

0 1

6

2 /1

/2 0

1 6

2 /8

/2 0

1 6

2 /1

5 /2

0 1

6

2 /2

2 /2

0 1

6

2 /2

9 /2

0 1

6

7 /3

/2 0

1 6

1 4

/3 /2

0 1

6

2 1

/3 /2

0 1

6

2 8

/3 /2

0 1

6

4 /4

/2 0

1 6

1 1

/4 /2

0 1

6

1 8

/4 /2

0 1

6

2 5

/4 /2

0 1

6

2 /5

/2 0

1 6

9 /5

/2 0

1 6

1 6

/5 /2

0 1

6

2 3

/5 /2

0 1

6

3 0

/5 /2

0 1

6

6 /6

/2 0

1 6

6 /1

3 /2

0 1

6

6 /2

0 /2

0 1

6

6 /2

7 /2

0 1

6

1st Line Drama 2nd Line Drama

First Launch of 一屋 老友記 (Jun 27)

Period : Jan 4, 2016 – Jun 5, 2016 | Target : People 15 – 49 | Universe : 3,246,000 | Source : Nielsen HKTAM

TVBJ prime time rating, at 2nd line drama, bounced back to over 20~TVRs

since 6 weeks ago and contributed by the launch of一屋老友記.

For 1st line drama, it maintained a steady performance throughout the whole

series.

From the above we can see quality of content and genre drama caused a

huge rating variations.

20.2 17.2 22.0 22.8 21.3 23.7 22.9 22.8 19.0 17.3 15.3 16.2 18.4 19.4 19.0 17.8 18.2 17.4 16.4 17.2 18.8 18.5

純熟意外末代御醫 火線下的江湖大佬 愛

情

食

公公出宮

一

屋

老22.4 18.9 23.1 22.8 20.0 21.7 21.7 21.5 20.1 20.5 19.4 19.6 20.8 21.6 21.2 15.1 14.7 13.0 13.4 13.6 14.7 21.4

警犬

巴打 潮流教主 EU超時任務 殭 琅琊榜

鐵

馬

戰

18.8

15.9 14.5

12

18.5

21.3

14.4

11.7

17.3

22.4

15.8

11.1

0.9 2

3.1 1.80.9 1.6

3.6 2.21.4 1.3

2.5 1.7

0

5

10

15

20

25

1st Line Drama (20:30-21:30)

2nd Line Drama (21:30-22:30)

Weekday Variety Show (22:30-23:00)

Weekday News (23:00-24:00)

For Weekday’s rating: TVBJ rating for whole prime time slot bounced back to normal after new 2nd line drama “一屋老友記” launched on Jun 27. The improve in performance of “琅琊榜” vs “一屋老友記” would be due to the fact that content of program from HK suits overall Hong Kongers preference instead of mainland.

With new launch TVBJ’s drama “一屋老友記”, ViuTV suffered more of the rating loss for audience to switch back to TVBJ for the drama. However, ViuTV has a better performance on the week of Jun

27 on 23:00-24:00 is mainly because of the finale on “瑪嘉烈與大衛系列綠豆 “.

For Weekend’s rating: TVBJ Weekend Prime Time observed a significant rise with the reason of “琅琊榜” ended on Jun 26 and broadcasting finale episodes of 1st Line Drama during weekend on Jul 2 & 3.

ViuTV rating reverted to normal after TVBJ has their finale broadcasted on the weekend of Jul 2 & 3.

Rating was stable throughout the weekend timezones.

Period : 3 May – 5 Jun, 2016 | Target : P15-49| Universe : 3,246,000 | Source : Nielsen HKTAM

TVBJ’s local produced drama grasped back the audience

hearts

11.5 11.7 13.4

7.3

17.4

21.6

11.6 9.1

11.6

19.1

10.6 8.2

1 1.2 2.1 2.9

0.7 0.9 1.6 2.8

0.9 1.3 1.8 2.8

0

5

10

15

20

25

Weekend Entertainment Show

(20:30-21:30)

2nd Line Drama (21:30-22:30)

Weekend Variety Show (22:30-23:30)

News (23:30-24:00)

TVBJ : Jun 20 - 26 2016 TVBJ : 27 Jun - 3 Jul 2016 TVBJ : Jul 4 - 10 2016

ViuTV : Jun 20 - 26 2016 ViuTV : 27 Jun - 3 Jul 2016 VitTV : Jul 4 - 10 2016

Weekday Rating

Weekend Rating

OMD's Point of View

Introduced new advertising Opportunities –

TVB AD Fun (Jul 23)

TVB FUN Home

Open the On air detection camera

Click into Off air video listing

**display within campaign period

OR

Off – air approach

On-air approach

Additional cost is needed for the following items:

- Survey request (HK$8,000 handling fee)

- Extra Video play back (HK$8,000 handling fee)

As engagement with the customers or personalization is becoming the

key element of the effective advertising, TVB introduced the new

interactive format – Adfun to catch up the market changes

Currently there is only 5x basic functions are introduced, it is foreseens that

more functions will be introduced in coming to gain back the advertisers

OMD's Point of View

Extended the re-run TVBJ’s produced drama in

2 local Chinese channels

TVBJ’s Late Night Drama (effective from Jul 11 onwards) Extend the transmission time

M-F 2415 – 2515  M-F 2350 – 2455 & S-S 2400 – 2500

Jul 11 – Aug 5, 31x epi Aug 22 – Dec 4, 105x epi

Upcoming Programs

J5 weekend prime time program (effective from Jul 4 onwards)

M-F M-F

(Jul 1 or before) (Jul 4 afterwards)

1900 別讓身體不開心 PTH News & weather Report

1930 Local News/ Finance Program Local News/ Finance Program

2000 Daily Finance Program Daily Finance Program

2030

2100

2130

2200

2230

2300

2330

2400

2430 東張西望

Imported documentary

Local Finance/ Lifestyle program

Imported Drama

PTH News & weather Report

Imported documentary

Re-Run TVBJ Drama

Imported Drama

As the performance for late night drama (re-run TVBJ’s drama)

maintained stable and good word of month is being received, TVB

extended the broadcasting time on TVBJ and J5 to

1) Maintain rating on Jade and even gain back audience on J5

2) to increase the revenue from less popular time zones

3) Save the cost from buying the local relatively new movie and the

documentary programs

OMD's Point of View

Jul 4 – Aug 2, 30x epi

Summer Packages are introduced in both TVBJ & ViuTV

Period: now till Sept 30, 2016

(commencing date must be on/before Aug 31, 2016)

Duration: 30s

Entitlement: 38P & 88F

(applicable for ALL programs type)

Package Cost: HK$313,000 (Non-Committed)

HK$188,000 (Committed)

Red Hot Summer Special

Amazing Summer

Period: Jul 23 – Sept 30, 2016

Entitlement: i) 36x 10s spot in TVBJ

-6x J7F4 / 6x J6F4/ 6x J4F2/

6x J3F2/12x J2RB

ii) min. 10x 15s logo key up

adj. to Date &Time OR Weather info-bar

ii) Digital

- 150K Imp (Pop up)

- 1.2M Imp (Double Banner)

- Adfun service –FREE either Coupon

hosting/ survey/ extra 1x video hosting

Bonus: 3x 10s spot inside TVC awards (Jul 23)

Package Cost: HK$368,000

Confirmation Deadline: Jul 14, 2016 1700

Every summer, TVB launches amazing summer package to attract

advertisers. ViuTV also employed similar tactic as well.

The competition between the two channels are getting more direct.

While TVB Jade drama performance regained some ground, Viu TV need

to be more aggressive in offering better quality program and cost

efficient packages.

OMD's Point of View

premiere league package is released

1st match date : Aug 13, 2016

Broadcasting platform: LeTV and nowTV

Devices: total 7-devices

LETV – Super TV, Mobile, Box, App

Now – TV Box, Now soccer app, 隨身睇) Advertising representative: by LeTV

Program line-up

 Live match Lead-in Program (30-min)

 PL World 英超世界 (30-min)  Match Highlight 賽事精華 (60-min)  Tactic Analysis 戰術分析 (30-min)  Arena / The Judge 擂