The Facts

1
The Facts
2
SKY NEWS MISPLACED PERCEPTIONS

• All of Sky News viewers are in the UK!
• Sky News Viewers are all ex-pats!
• Sky News isnt really an international channel!
• Sky News content isnt really international!
• Sky News isnt cost effective!

3
All of Sky News viewers are in the UK!
4
OVER HALF OF SKY NEWS UPSCALE DAILY VIEWERS LIVE
OUTSIDE THE UK
Sky News reaches 1,014,000 daily UK
viewers. BUT It is also viewed on a daily
basis by 1,081,000 viewers outside of the UK
Source EMS/C-EMS 2007 All respondents base
44,225,000, Daily Sky News Viewers 2,095,000
The EMS Universe is comprised of
individuals within the top 20 of households
based on HHI
5
SKY NEWS CONTINUES TO GROW OUTSIDE THE UK
Sky News is steadily increasing reach outside of
the UK and reaches more Ex-UK viewers than BBC
World
Sky News also provides stronger ex-UK reach than
BBC World across key target groups
Continental Europe - Daily Viewer Reach (000s)
EMS/CEMS Ex UK - Daily Viewer Reach (000s)
Source EMS 2004-2007 All ex C-EMS
Source EMS/CEMS 2007
Source EMS 2006 All respondents base
42,427,000
6
Sky News viewers are all ex-pats!
7
ONLY 6 OF SKY NEWS UPSCALE VIEWERS ARE EX-PATS
Almost 2 million upscale, daily Sky News viewers
across Europe are citizens of the country they
reside in, compared to only 81,000 ex-pat viewers
Citizens of Country of Residence - Daily Viewer
Profile
Source EMS/C-EMS 2007 All respondents base
44,225,000, Daily Sky News Viewers 2,095,000
The EMS Universe is comprised of
individuals within the top 20 of households
based on HHI
8
Sky News isnt really an international channel!
9
71 OF SKY NEWS EMEA DISTRIBUTION IS EX UK!
Just over 17 million UK household receive Sky
News. This means that over 42 million EMEA
households outside of the UK are also currently
receiving the channel
Source Q2 2007 Distribution Reports Full Time
EMEA Distribution
10
Sky News content isnt really international!
11
FOR 18 YEARS SKY NEWS HAS HAD INTERNATIONAL NEWS
COVERED
Sky News has quickly been on the scene of many
key global events including

• First live pictures of US troops reaching Fardos
  Square, where the statue of Saddam Hussein was
  toppled, marking, for many, the end of Saddam's
  dictatorship
• Kosovo Liberation Day only UK channel to
  broadcast live pictures all day as KFOR entered
  Kosovo, liberating Pristina
• First UK broadcaster to report from inside Beslan
  school siege

Sky News continues to receive commendations on an
international scale

• Foreign Press Association Award Journalist of
  the Year- Dominic Waghorn 2006
• International Emmy Award for Breaking News 7/7
  Bombing coverage. September 2006
• Golden Nymph Award for Best 24-hour News
  Programme 2006 at Monte-Carlo TV Festival
• GEITF Non Terrestrial Channel of the Year 2001
• Commended by the ITC for its "comprehensive
  coverage" of September 11
• Two International Emmy Awards 1995

12
Sky News isnt cost effective!
13
SKY NEWS IS THE MOST COST EFFECTIVE NEWS
BUSINESS PEAKTIME OPTION
Sky News provides strong both peak time reach and
a cost effective delivery
Based on M-S peaktime (1900 2400h)
Rate US 5,534
3,025 4,818
2,571
1,880 2,217
Source EMS/CEMS 2007 All respondents base
44,225,000,
Rates
Monday-Sunday average PT, Exchange rate 1
1.43 CNN Bloomberg based on 2006 rates