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 Rating17.7 21.4

OMD's Point of View

8

10

12

14

16

18

20

22

24

26

1/4

/20

16

1/1

1/2

01

6

1/1

8/2

01

6

1/2

5/2

01

6

2/1

/20

16

2/8

/20

16

2/1

5/2

01

6

2/2

2/2

01

6

2/2

9/2

01

6

7/3

/20

16

14

/3/2

01

6

21

/3/2

01

6

28

/3/2

01

6

4/4

/20

16

11

/4/2

01

6

18

/4/2

01

6

25

/4/2

01

6

2/5

/20

16

9/5

/20

16

16

/5/2

01

6

23

/5/2

01

6

30

/5/2

01

6

6/6

/20

16

6/1

3/2

01

6

6/2

0/2

01

6

6/2

7/2

01

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

15.914.5

12

18.5

21.3

14.4

11.7

17.3

22.4

15.8

11.1

0.92

3.11.80.9 1.6

3.62.21.4 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 factthat 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 audienceto 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 26and 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 11.713.4

7.3

17.4

21.6

11.69.1

11.6

19.1

10.68.2

1 1.2 2.12.9

0.7 0.9 1.62.8

0.9 1.3 1.82.8

0

5

10

15

20

25

Weekend EntertainmentShow

(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 擂台陣/審判官節目 (30-min) Friday Night Match Preview 星期五晚比賽預覽 (30-min) PL Online 英超Online (30-min) Every match will be re-run twice

Package Entitlement Cost

PL 2016/17 Full Season Package

- 720x 30-sec spots inside live matches throughout the season

- 1,440x 30-sec spots inside rerun matches- 500x 30-sec spots inside other PL

programs

HK$1,780,000 (Gross)

PL 2016/17 Half Season Package

- 360x 30-sec spots inside live matches throughout the season

- 720x 30-sec spots inside rerun matches- 250x 30-sec spots inside other PL

programs

HK$979,000 (Gross)

PL 2016/17Monthly Package

- 30x 30-sec spots inside live matches in one month

HK$175,000 (Gross)

Sport Package

Airtime arrangement

premiere league package is released (con’t)

Virtual ads Score Sponsorship Time Check Sponsorship

Frequency Twice every match 4-times every match 6-times every match

Position Before 1st half & 2nd half whistles Top right hand of score board Dropdown from the clock

Duration ~3-sec per instance ~5-sec per instance ~5-sec per instance

Dimension TBC 160 W x 100 H pixels 160 W x 100 H pixels

Gross Rate HK$1,400,000 (Full-season) HK$1,400,000 (Full-season) HK$1,400,000 (Full-season)

HK$770,000 (Half-season) HK$770,000 (Half-season) HK$770,000 (Half-season)

Statistic Sponsorship Highlight Sponsorship Substitution Sponsorship

Frequency Twice every match Twice every match 0 – 6 times per match

Position Bottom left Bottom left Bottom of sub info

Duration ~5-sec per instance ~5-sec per instance ~3-sec per instance

Dimension 160 W x 100 H pixels 160 W x 100 H pixels 160 W x 100 H pixels

Gross Rate HK$800,000 (Full Season) HK$800,000 (Full Season) HK$800,000 (Full-season)

HK$440,000 (Half-season) HK$440,000 (Half-season) HK$440,000 (Half-season)

Formation Sponsorship League Table Sponsorship

Frequency Twice every match Once – Twice per match

Position Bottom left Bottom left

Duration ~5-sec per instance ~5-sec per instance

Dimension 160 W x 100 H pixels 160 W x 100 H pixels

Gross Rate HK$800,000 (Full-season) HK$800,000 (Full-season)

HK$440,000 (Half-season) HK$440,000 (Half-season)

Tailor made package

For coming 3 years, the content right for EPL and the advertising right

belongs to LeTV.

Beside LeTV platform, the live matches will also be broadcasted on

nowTV & its apps, there is a potential increment of audience base

OMD's Point of View

播映日期 : 8月1日-8 月26 日播映時間 : 逢星期一至五 2030-2130 集數 : 20演員 :李思捷、陳智燊、黃智雯、趙希洛、潘志文、陳煒、古明華、張名雅

故事大綱:

香港近年離婚率不斷上升，產生不少單親家庭；而「男主外、女主內」的觀念上逐漸被打破，父兼母職變得普遍。爸爸不擅長表達情感，其實心裡有不少話想跟孩子說。透過兩位新手爸爸，讓大家聽聽爸爸們的心底話。

因為前妻再婚，強半推半就答應照顧兒子谷筱楠。強無暇照顧楠，於是為楠在花仙籽教育中心報讀所有課程，名為補習、實為托兒。花非常不恥強這種行為，不禁對楠份外照顧，而建立了感情。

強因一次失誤，被吊銷地產經紀牌照。花一直奉行良心教育，導致入不敷支，面臨倒閉危機。強發現補習社是一門有利可圖的生意，於是略施手段，使花將花仙籽轉讓給他。強不理會教學質素，花看不過眼強的經營手法。楠因為家庭狀況導致情緒問題，強得花從旁鼓勵、協助，化解楠的問題。花看到強的改變，對強漸漸改觀，強對花亦心存感激，兩人感情逐步升溫……

書的兒子常懿升小一，新與姿就選校問題各持己見。姿想讓兒子開心學習，選擇活動教學的小學，然而新希望孫兒接受傳統名校教育。此時書驚覺自己一直忽略一對兒女的成長，深思熟慮後決定放棄高薪厚職，當上全職「湊仔公」，為兒子選擇一所合適的學校。書安排懿到花仙籽補習，更當上兼職導師。強與書無論對人對事的觀念及處事方法均不同，卻又能互補不足，同時會互相交流「湊仔」心得。

書成為「住家男人」後，鼓勵姿重投社會工作，成為物理治療師。其治療中心剛好也同時聘請新作駐院中醫，翁媳衝突擴展至職場上。新無法接受書辭職的決定，並歸疚於姿。於是，新在工作上處處留難姿，又在家中向書打姿的小報告。姿疲於工作，加上生活模式驟變，夫妻間磨擦增加……

TVBJ – 1st Line Drama – 超能老豆

Upcoming

播映日期 : 8月1日-8月27日播映時間 : 逢星期一至日 2130-2230 集數 : 31演員 :陳展鵬、胡定欣、袁偉豪、元秋、劉佩玥、伍允龍、王君馨、張國強、林子善、譚凱琪

故事大綱:

十五年前的九龍城寨被黑幫入侵，兩位八極拳宗師力抗惡勢力，但最後一位宗師遇襲死亡後，另一位則背上兇手之名自殺，城寨失去英雄，黑幫為禍十五年……

拳和風是兩位宗師的後代，拳以懷疑謀殺同門的父親為恥，摒棄了八極拳。拳為尋找曼偷渡來港，發覺城寨已淪為罪惡溫床。一次遇上一女子被迫良為娼，拳看不過眼，作出反抗，拳的行徑觸動了風，二人其後組成城寨街坊福利會, 加上隠世高手鳳的相助，福利會聲勢日壯。福利會眾人和虎形成角力，拳、風和虎三人惜惜相惜，只可惜立場有異，視雙方為命中注定的對手。

拳因童年與蘭的一面之緣而有好感，然而，一次蛀牙情緣，蘭對風暗生情素。蘭為救好友，爆發出潛藏武功，卻因此引起心臟病，幸得風悉心照顧，兩人感情大躍進。黑幫人物先後身中八極拳死亡，風成為嫌疑犯，拳和蘭追查真兇，竟然發現兇手是曼，繼而得知了當日兩位宗師身故的真相！

曼為了復仇要殺韁，兩代恩怨令拳和風面對前所未有的矛盾。曼把八極拳傳予拳，蘭為贖罪從旁指點他，反而因自卑與風分手，令拳和風產生嫌隙，加上在取締黃賭毒一事上，二人意見分岐，終於定以八極拳一較高下。怎料決戰前夕，段家遭黑幫襲擊，拳難敵眾人，段家慘遭滅門，令兩兄弟芥蒂更深。

拳因救人雙目被廢，幸得蘭照顧，失去視力的拳六感全開，突破了一直未能衝破的武術境界。拳發現殺人組織的幕後主腦是扶持褔利會的楊竹鑾（歐瑞偉飾），決定要對付他。拳得蘭和棄暗投明的虎相助，加上與風兄弟反目只是煙幕，兩大八極拳宗師終於聯手，誓要完成父親遺志，把惡勢力趕出九龍城寨！

TVBJ – 2nd Line Drama – 城寨英雄

Upcoming

對不起標籤你

播放日期﹕8月20日起，逢星期六、日，晚上10時30分至11時30分，共10集主持: I Love You Boyz (少爺占+ Donald)

- 如果要你想像一個女生和一個壞人，那女生一定是長頭髮、穿裙子；而壞人則是尖嘴猴腮、眼神邪惡、粗口橫飛… 有些標籤(stereotype)，含有歧視，甚至敵視成分，擁有某個特徵的人，會淪為被標籤、被評擊的人。- 節目主持每集將會與4位參加者以遊戲的實況形式，剖析社會某類易被標籤的身分，利用以假亂真的身分，打破大家對某類人牢不可破的既定印象。

Tao Magazine

OMD's Point of View

TAO magazine will change from a weekly magazine to a monthly

magazine starting from July, 2016

The publication is streamlining its resources and shifting

it’s editorial focus to digital platforms by actively enriching

the content on website and social media to offer more

timely information and engaging with the audiences.

Seemingly the magazine format is sidelined.

metro pop

OMD's Point of View

A brand new metro pop website launched officially starting from July,

2016. There will be new content updated on a daily basis and the

editorial topics would be covering a wide aspect of lifestyle contents:

綠油油, 好生活, 文化界, 好設計, 吃喝玩

The publication is following the current media trend to

evolved into digital arena as to stay competitive in the

market. It is suggested to keep monitor the development

and to see which platforms are the audiences skewed

towards to. (Website, apps, actual copies), and any bundle

package would be available.

GOMedia launched “GO Mini Truck”

OMD's Point of View

A modified moving truck is offered by GoMedia, with a more

fashionable design and smaller truck size it could provide a

whole new opportunity to those advertisers who are reluctant to

try previously due to the bulky image

Facebook UpdateBranded content is content that features third-party product, brand or sponsor.

• The handshake icon is used to tag the marketer in Page, Power editor, Ads

manager, API & the Mentions app (iOS only)

• Marketer shows up on the post using the “with” tag

• Marketer see results in Page insights & Business Manager, can “share &

boost” the post

• The post might also be suspended by Facebook if the post is under

boosting without tagged with the brand

OMD's Point of View

The branded content feature gives the marketer access to

performance metrics. It can reduce the efforts of getting report

from Facebook page owners.

Marketers need to bear in mind that it will be easier to be

recognized it is an advertising post.

Facebook Update360 photos is launched on Facebook to give anyone the ability to easily

create and share immersive 360 degree photos:

• It can be viewed from different angles by tilting the phone or dragging the

picture

• It is created using 360 camera, panorama picture from iPhone or 360

camera app on Android

• It is available for promoting with ads

OMD's Point of View

The 360 photos is a type of rich media which increase

audience’s interaction with the ad. Advertisers should think more

innovative way to engage with the audience.

The performance of the ad with 360 photos should be further

tested and examined.

Get in Touch For more information, please contact your

account management / planning team:

Business Director

• Alice Lee (a.lee@omd.com)

• Catherine Wu (catherine.wu@omd.com)

• Jacky Ho (jacky.ho@omd.com)

• Kat Chan (kat.chan@omd.com)

• Louise Woo (louise.woo@omd.com)

Digital Business Director

• Koyi Wu (koyi.wu@omd.com)

Senior Digital Manager

• Kin Lai(Kin.Lai@omd.com)

Head of Buying

• Derek Yip (derek.yip@omd.com)

mailto:catherine.wu@omd.commailto:catherine.wu@omd.commailto:jacky.ho@omd.commailto:Germaine.tse@omd.commailto:louise.woo@omd.commailto:Sandy.Tan@omd.commailto:Kin.Lai@omd.commailto:derek.yip@omd.com