McDonald’s

and

CBSTelevisionStationsDigitalMedia

McDonald’s Corporation

Who isCBS Television StationsDigital Media?

CBS is always on—in key markets!

Sacramento

San Francisco

Los Angeles

Dallas

5.7 million unique users in 38 million homes

Chicago

DetroitBoston

New York City

Philadelphia

Minneapolis, et al

Miami/Ft Lauderdale

Denver

Pittsburgh

Baltimore

Atlanta

Tampa Bay

Seattle

Norfolk

CBS Stations

The CW Stations

MY Network TV and Non-network affiliated Stations

Salt Lake City

Austin

What’s happening at McDonald’s

Strengths Opportunities

ThreatsWeaknessesNutrition labeling

Coffee bar

Challenging nutrition perception

Large, loyal customer base

Highly competitive category

Category leader

Weak economy, high food/gas prices

McDonalds 1Q 2008

Convenience, speed, value

Reaching the coffee customer

Head to head: McDonalds vs. Starbucks

McDonald’s Starbucks

Value High-endPrice point

• Office workers• Women

w/children• Weekenders

Married couples,25-54, w/children

Target

Inclusive ExclusiveCulture

Loud, active Quiet, serene Sounds

Toy Free Wi-FiValue added

CBS TV Station web sites deliver your target

1.2 million women with children

4.1 million office workers

2 million weekend users

Behavioral/contextual targeting

Weekdays Weekends

6:30am-8:30am

9:30am-11:00am

2:30pm-3:30pm

4:30pm-6:30pm

8am-11am

OfficeWorkers

Pre-work Coffee break Coffee break Drive home

•Traffic•Weather•News•Business•Water Cooler•Sports

•News•Business•Sports•Business

•News•Sports•Politics•Water Cooler

•Traffic•Business•News

Moms School drop-off Playgroup/errands

School pick-up/Activity drop-off

Dinner prep/Activity pick-up

Sports/Activities

•Weather•News•Politics•Water Cooler

•Health•Food•Entertnmnt•Pets

•Weather•Food•Entertnmnt•Health

•Food•Traffic•News

•Weather•Traffic

Weekenders Leisure/errands/socializing

•Weather•Entertainment•Sports•Food•ROS

Partnerships/Value-added

Partnerships/value added

6:30am-10am free Wi-Fi with CBS Television Station web siteas home page

Coupons

Free Internet kiosks

Contests

Next steps

4/07 Determine budget (McDonald’s)

3/15 Rank markets (McDonald’s)

4/01 Provide market demographics (CBS)

4/07 Choose key markets (McDonald’s)

4/16 Metrics model (CBS)

4/16 Proposal (CBS)

3/15 Choose demographics (McDonald’s)