Interactive Program Guide

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Interactive Program Guide Tune-In Banners
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Multitude of Viewing Options

• 32 of TV viewers have digital cable1 15 YOY
• 57 of Comcast subscribers have digital cable2
• Average household has 104 channels3 8
• On average, viewers watch 16 channels3
• Additional viewing options with VOD over 4,000
  programs/ month in Comcast

How do you make viewers aware of your programming
when theyre deciding what to watch?
1. Nielsen, Aug 2007 and Aug 2006 2. Comcast
Spotlight, VOD Subscribers By DMA Footprint
6/30/07 3. Nielsen TV Audience Report 2006
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The i-Guide is the portal to television and true
point of purchase positioning for advertisers

• Serves as a navigation tool for viewers
• Exclusively promote viewing options
• Banner designed to look like integral part of
  i-Guide, providing information for viewers
• Four banners rotate during an hour
• New banner appears when on-screen listings
  refresh
• Page up/page down
• Arrow up/arrow down

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Standard Banners Link to Linear Networks
Programs
Mad Men 10pm/9c
Mad Men 10pm/9c
Set in 1960 New York, the daring new series is
about the lives of the ruthlessly competitive men
and women of Madison Avenue advertising, an
ego-driven world where key players make an art of
the sell while their private world gets sold.

• Standard info screen action icons
• Go back
• Set Recording
• Set Reminder
• See upcoming times
• Watch program or channel
• Set as Favorite
• Set lock

Standard linear-linking banner
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VOD-Enabled i-Guide Banners (VEBA) Link to Pay
VOD
In this scenario, banner launches to movie order
screen or watch preview/trailer
Superman Returns 103min
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VEBA i-Guide Banners Link to Free VOD
Banner links to on demand main menu or submenu
The Dresden Files 60min
The Dresden Files 60min
a regular-guy private detective with
extraordinary abilities. While most people see
assaults, kidnappings or murders as the work of
people with a depraved indifference for human
pain, Harry is as likely as not to see the work
of supernatural villains. That's because he's a
wizard. The real thing (and the only one listed
in the Chicago phone directory). Whether
consulting for the police on seemingly
inexplicable crimes or following his own cases,
he battles dark forces with a wry sense of humor.
Programmer FVOD
Searchlight / TV Exclusives
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i-Guide Viewer Attitude and Usage

• 94 of viewers consider their i-Guide a necessary
  part of viewing
• 2/3 of viewers decide what to watch after they
  sit down
• Viewers continue to use their i-Guide while
  theyre watching 85 switch to the i-Guide
  during commercial breaks
• Half of viewers who see i-Guide banners click on
  them
• 38 of i-Guide banner viewers purchased a
  movie/event after seeing banner
• 70 of i-Guide banner viewers tune-in to
  program/event after seeing banner

IPG Attitude and Usage Study, Comcast, TV Guide
and CE Lieberman August 2007
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The Shield had a significant share increase
during the banner flight dates in markets that
ran banners
53.77
72.57
53.18
45.09
Banner support

• Banners ran 4/3 and 4/6 4/17
• Linear tune-in support through 4/3
• Awareness and viewership continued after the
  flight but to a lesser degree

Source Nielsen Media Research Galaxy Explorer
and Galaxy Navigator. Share lift based on
manually generated shares from DMA Household.
Impressions and HUTs subtracted from manually
generated shares from National Household
Impressions and HUTs for The Shield on FX.
share lift based on banner markets share
compared to non-banner markets share. For
additional information please contact Comcast
Spotlight Corporate Research at (917) 934 -1972.
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Banners boost views at all hours of the day and
night

• There were significant spikes in the views of
  the trailer when the banners ran compared to the
  hours before and after
• VEBA banners had not been launched in
  Philadelphia, which is shown here as a control
  market

Source Rentrak
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VEBA vs. NON-VEBA Market Buy-Rates PG13 Movie
Movie buy-rates were significantly higher in
VEBA markets
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i-Guide Banners - Benefits

• 9.8 million i-Guide universe
• 50 Comcast markets
• 7 of top 10 DMAs
• Tune-in message presented when viewers are
  deciding what to watch
• Avoid audience fragmentation by communicating
  at the top of the funnel
• The only way to showcase your logo on the guide

Standard i-Guide universe estimate as of July
31, 2007