MEDIA KIT
MUSIC CHOICE VIDEO ON DEMAND
Sample VOD Navigation
Spot airs in
pre-roll position
Content begins after
spot plays
Viewer selects content
by artist
Viewer selects a genre
or category
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
3 4
1 2
Why MC?
Why advertise with MC?
• Nielsen-rated network
• Truly engaged audience
• Less clutter – one pre-roll ad per content piece
• Targeting ability – both to demo and contextually
• Fully distributed in all VOD households (52MM)
Source: Music Choice, Dec 2012.
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Nielsen Integration
Music Choice is now rated by
• First ad-supported Video On Demand network integrated into
Nielsen NPOWER
• Anyone with a Nielsen subscription can pull MC VOD viewing
data (in Non-Linear Category) alongside traditional TV networks
• Data includes average audience, demographic composition,
competitive network rank and Market Breaks
• Integration into Mediaocean by the end of 2013 (projected)
Note: MC’s music genres are listed as Programs. FX VOD is also being integrated into Nielsen NPOWER.
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
P12-34 A18-34
1 MTV 854 1 Comedy Central 520
2 MTV2 802 2 MTV 518
3 Music Choice 763 3 Adult Swim 499
4 Adult Swim 755 4 MTV2 497
5 Comedy Central 670 5 VH1 486
6 VH1 621 6 Music Choice 421
7 ABC Family 616 7 E! 409
8 Teen Nick 614 8 ABC Family 399
9 Fuse 603 9 Fuse 385
10 Nick at Nite 561 10 BET 383
Nielsen Network Rankers
High audience concentration of key demographics –
better than or comparable to most youth-oriented networks
Source: Nielsen, Trend Analysis Time Period Report, June 2013, L+7. Rankings based on Viewers Per Viewing
Household. Excludes Spanish-language and sports networks.
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
URBAN
Hip-Hop & R&B
Rap
R&B Soul
POP
Hit List
Teen Pop
Kids Only
ROCK
Rock
Alternative
LATINO
Pop Latino
Música Urbana
COUNTRY
Today’s
Country
VOD Programs
MC offers a variety of genres, so we can target your
VOD advertising to better reach your core demo
Note: In Nielsen NPOWER, MC’s music genres are listed as Programs.
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
( ) X ( ) X ( ) =
Demo Guarantee Methodology
Set-top box
orders
P2+ VPVH P12-34
Composition
Guaranteed P12-34
Impressions
Source: Nielsen, Nov 2012. Please note: Demo delivery is self-reported by MC and is intended to be self-directional.
MSA reporting is unavailable at this time.
1,000,000 1,484 51% 756,840
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
HIP-HOP SERIES: Chronicles & Top 5
The biggest names in hip-hop take fans through their journey to the
top in MC’s Chronicles.
Featured acts talk about the music scene where they grew up, who
laid the blueprint for them, and what they had to do to get noticed
in a crowded music scene.
In Chronicles Top 5, artists share key music videos that have
inspired them along the way.
Sample artists: 50 Cent, Drake, Big Sean, 2 Chainz, Meek Mill,
Kendrick Lamar, J. Cole
Featured artists are tentative and subject to change.
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
POP/COUNTDOWN SERIES: 1st Rank
MC counts down the 10 hottest videos of the week in 1st Rank.
Segments include:
• Ones 2 Watch, looking at new music & more
• Viewers Choice, giving fans a voice
• The Treatment, going behind-the-scenes
• Back Tracks, celebrating music video history
Special episodes present the top 5 videos
within a theme, such as Best Comebacks.
Sample artists: Rihanna, fun., Justin Bieber, Ke$ha, Maroon 5,
Bruno Mars, Lady GaGa
Featured artists are tentative and subject to change.
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
NEW ARTIST SERIES: Primed
Who knows more about new artists than we do? Just the rising
stars themselves!
Get to know the next big thing on Primed, MC’s flagship emerging
artist platform, where artists introduce themselves to viewers.
Also under the emerging artist umbrella is Primed Preview, where
fans get a sneak peak at the most anticipated new acts of the year.
Sample artists: The Weeknd, Hunter Hayes, A$Ap Rocky, Future,
The Lumineers, 3BallMTY, Macklemore
Featured artists are tentative and subject to change.
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Special Programming
MC Specials offer a different take on the world’s biggest artists,
supporting our key quarterly tentpoles. Shows include:
A-LIST EXCLUSIVES
The F Word focuses on the total picture of being famous — from the
highs and lows to everything in between.
LIVE PERFORMANCES
Amp Your Campus brings MC to college students with mini-
concerts from some of today’s most notable up-and-coming acts.
INTERVIEWS
Staying on top of the charts isn’t easy, yet some artists crank out hit
after hit. So what drives them? Decoded uncovers the secrets of
their success.
Programming is tentative and subject to change.
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Advertising Opportunities
Customized programs tailored to your campaign goals
• Pre-roll/mid-roll spots
• Custom animated overlays
• Show sponsorship
• Brand/product integration
• Custom playlists/episodes
• Artist/partner activation
• Hosted third-party content
• Second-screen activation
• Sweepstakes
• Events
LEFT: “Selena Gomez on The Cut, brought to you by Kmart
RIGHT: Heroes of Rock”, presented by Marvel’s The Avengers
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Programming is tentative and subject to change.
JANUARY
New in 2013
Idol All-Stars
FEBRUARY
Black History Month
Grammy Nominees
MARCH
St. Patrick’s Day
Spring Break
APRIL
We Love Hip-Hop
Latin Music Awards
MAY
Cinco de Mayo
Mother’s Day
JUNE
Summer Hits
Puerto Rican Day
JULY
Summer Hits
AUGUST
Back to School
One Hit Wonders
SEPTEMBER
Hispanic Heritage
Oktoberfest
OCTOBER
Rocktober
Halloween
NOVEMBER
Holiday Music
Latin Grammys
DECEMBER
MC 100
VOD Programming Highlights
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
SWRV INTERACTIVE CABLE NETWORK
SWRV Cable Network
SWRV is the only music video network that lets viewers control the
content 24/7
• Consumers can interact as much as they want — they can
comment, rate or vote, and immediately impact what’s on-screen
• SWRV, launched in 2010, consistently outranks Fuse (2003) in
ratings, share, average audience, average hours per household,
and time spent
• Available in 10 million households, in 18 million by end of 2013*
– AT&T, Verizon, Cox Communications, Suddenlink
Sources: RATINGS/TIME SPENT: Rentrak, Oct-Dec 2013., Total Day. AT&T households only.
DISTRIBUTION: Music Choice, Dec 2012 *18 million households dependent on Comcast roll-out.
LEFT-RIGHT: SWRV’s newest shows: MCU, and Freq
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Exclusive Original Series
Viewers can interact with SWRV online or on mobile devices,
through apps or text messaging
Send in video to be on TV
• Host a SWRV Takeover
• “Vid-icate” videos to friends
Comment, rate or vote
• Popular music on Level 10
• SWRVdown weekly countdown
• Hits from the past on Retrograde
LEFT: Viewers decide which video plays next on The Cut
RIGHT: Viewers dedicate videos on Vidications
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Advertising Opportunities
SWRV advertising reaches a targeted, engaged audience
• Ad adjacencies
• Show sponsorship
• Vignette sponsorship
• Custom vignettes, bookended by spots
• Custom-branded shows
• Sweepstakes
• Events
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
SWRV Programming Highlights
Programming is tentative and subject to change.
JANUARY
‘American Idol’
Week
Beyoncé Halftime
FEBRUARY
Grammy Week
Anti-Valentine’s
Day
MARCH
Chicks Who Rule
SXSW
APRIL
We Love Hip-Hop
April Fools Day
MAY
Popstar Moms
JUNE
Summer Beach
House
LGBT/Pride Week
JULY
Top 25 of 2013…
so far
AUGUST
Back to School
Style
SEPTEMBER
College Classes
(Freshmen MCU,
etc.)
OCTOBER
Rocktober
Halloween
NOVEMBER
Thanksgiving
Level 10 Marathon
DECEMBER
SWRVdown
Top 25 of 2013
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
MUSIC CHANNELS
Music Channels Remain Popular
46 Music Channels in every genre, decade and lifestyle
• 40 million monthly viewers watch up to 28 hours per week
• 78% of viewers watch with someone else
• In 55 million households in 192 markets, all top 50 DMAs
Sources: VIEWING HABITS: OTX/Music Choice User Study, Spring 2011.
DISTRIBUTION: Music Choice, December 2012
LEFT: Today’s Country spins the biggest country hits
RIGHT: MCU targets college students aged 18-24
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Exclusive Original Series
Programming blocks increase viewer tune-in and engagement —
and offer advertisers more ways to connect with consumers
Viewers interact with artists and programming through social media
• Chat live with artists on U&A
• Vote for and comment on the Top 10 songs of the week
• Answer trivia questions to guess Who Plays Next
LEFT: Fans ask Carly Rae Jepsen questions live on U&A
RIGHT: Viewers are given clues to guess Who Plays Next
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Advertising Opportunities
Advertising on MC’s Music Channels extends your VOD messaging
• Targeted ad panels
• Song integration
• Sponsorship of an interactive programming block
• Custom programming block built around your brand messaging
– Custom block name
– Custom artist/song facts
– Ownership of all ad panels during the block
Sample Music Channel song integration. For illustration purposes only.
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
JANUARY
Martin Luther King
Jr. Day (positive songs)
FEBRUARY
BHM, Mardi Gras,
Valentine’s Day
MARCH
St. Patrick’s Day
APRIL
We Love Hip-Hop
MAY
Cinco de Mayo
Mother’s Day
JUNE
Puerto Rican Day
Father’s Day
JULY
Summer Hits
AUGUST
Back to School
SEPTEMBER
Hispanic Heritage
Oktoberfest
OCTOBER
Halloween
NOVEMBER
Holiday Music
Latin Grammys
DECEMBER
MC 100
Programming tentative and subject to change.
Music Channel Programming Highlights
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
TV EVERYWHERE
Second-Screen Experience
Consumers can access MC products from any device
and personalize their listening/viewing experience
as much or as little as they desire
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
ACTIVATIONS
(SAMPLE ADVERTISER INTEGRATIONS)
Activation: adidas Originals
The Challenge:
• adidas requested custom content to reinforce the
brand’s association with hip-hop music and integrated
their spokespersons, targeting P13-24
The Solution:
• MC created a custom Hip-Hop Style Playlist featuring videos
from some of today’s most stylish Hip-Hop stars, including
adidas partners B.o.B and Big Sean
MC built custom opening, transitional and closing graphics
around adidas brand messaging and provided custom
voiceovers throughout the playlist
adidas also received pre- and mid-roll spots and an
animated overlay
• A targeted VOD and Music Channel campaign further reached
and engaged P13-24
LEFT-RIGHT: Playlist open, transition
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Activation: Coke “Shake Up Christmas”
The Challenge:
• Coke was seeking media outlets to promote their
“Shake Up Christmas” partnership with the band Train
The Solution:
• MC VOD
Train “Shake Up Christmas” music video added to
appropriate genre folders
Custom segment in the MC Original Show Speaking Of…
with Train interview/ EPK footage about recording
“Shake Up Christmas;” included Coke ad adjacency
Targeted F18-49 pre-roll schedule
• Music Channels
Song added into rotation on Sounds of the Seasons,
Hit List and Pop Hits Channels
Music Choice created custom facts and wallpaper that
ran with the song
LEFT-RIGHT: Train artist interview feature, Music Channel execution
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Activation: Disney VOD “The Avengers”
The Challenge:
• To promote the home theater and VOD release of “Marvel’s The Avengers”, Disney approached MC to develop custom content, targeting P12-24
The Solution:
• MC created the “Live to Rise” sweepstakes, offering fans a chance to see Soundgarden in concert, who performed the lead song on the film’s soundtrack. The sweeps was promoted in the Heroes of Rock Playlist. Integrated marketing elements included:
– Videos from Soundgarden and other top rock bands from the soundtrack
– Behind-the-scenes clips from “Marvel’s The Avengers”
– Pre- and mid-roll spots and an overlay driving to the film
– An overlay containing the exclusive text-to-win code for the “Live to Rise” sweeps
• Disney also ran a targeted VOD campaign, which included pre-roll spots and overlays
LEFT-RIGHT: Playlist open, sweepstakes overlay
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Activation: EA NBA Elite
The Challenge:
• To promote the release of “NBA Elite 11,” EA
wanted to leverage the game’s soundtrack,
curated by DJ 9th Wonder, among gamers 12-34
The Solution:
• Custom programming blocks on MC’s Rap and Mixtape Music
Channels, including:
9th Wonder hosted segments
Custom wallpaper/backgrounds
Custom artist facts tied to the soundtrack
Custom artist/song/album info
Custom ad panels
• Targeted pre-roll ad schedule on VOD
LEFT-RIGHT: Sample Music Channel executions
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Activation: FUZE (Coca-Cola)
The Challenge:
• FUZE wanted to build brand awareness and
purchase intent for their new line of blended-ingredient
beverages among teens and young adults
The Solution:
• MC built a custom playlist around the product’s tag line, “It’s
better when you mix things up!”, tying the fused beverages to
songs where artists from different genres teamed up
• The Best Collabos Playlist featured custom graphics and
voiceover built around FUZE brand messaging
• Ad units included pre- and mid-roll spots and an overlay
• On VOD, a targeted pre-roll schedule further built the brand
among P16-24, P25-35
• On the Music Channels, targeted ad panels ran on Hit List and
attached to songs featuring two artists collaborating on a song
LEFT-RIGHT: Custom playlist open, overlay
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Activation: Kia Soul
The Challenge:
• Kia asked Music Choice to come up with a creative
solution to extend their iconic “Hamster” advertising
campaign for the Kia Soul to reach 18-34 year old
potential car buyers
The Solution:
• Music Choice created custom animated overlays that built off
Kia’s “Hamster” messaging
• The overlays ran on targeted music videos along with pre-roll ads
LEFT-RIGHT: Screen grabs from the custom animated overlay
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Activation: Kmart “Dream Out Loud”
The Challenge:
• Kmart wanted to drive awareness, purchase intent and
in-store traffic for Selena Gomez’s “Dream Out Loud”
clothing line among F12-17 during the peak Back to
School shopping period
The Solution:
• MC created a custom episode of The Cut, where the guest artist
counts down their top 5 videos around a theme
– MC secured Selena Gomez to choose her top trendsetters,
which allowed her to easily segue into a mention of her love
of fashion and “Dream Out Loud” clothing line
– Kmart also received pre- and mid-roll spots and custom
animated overlays
– Selena also provided a hosted open for a “Best Of” playlist
featuring her top videos
• A targeted VOD and Music Channel campaign further reached
tween and teen girls
LEFT-RIGHT: Sponsor in show open, guest Selena Gomez on The Cut
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Activation: Paramount Pictures
The Challenge:
• Paramount Pictures wanted to boost excitement and
attendance for the release of Eddie Murphy’s
“A Thousand Words” among African-American A18-49
The Solution:
• MC created the custom A Thousand Rhymes Playlist highlighting
the world’s fastest rappers – tying directly into the theme of the
movie, in which Eddie Murphy’s character has to choose his
words carefully. Ad elements included:
– Pre- and mid-roll spots, custom graphics, voiceover, an
animated overlay, video trivia revealing the number of words
in each song, and film clips woven into the show
– Targeted VOD campaign, including pre-roll spots and
custom animated overlays
– Added value: tune-in ad panels on the Music Channels
and spot on social media
LEFT-RIGHT: Playlist open, trivia
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Activation: Sony Pictures “Sparkle”
The Challenge:
• Sony Pictures was seeking a music television partner
to hyper-target African-American Adults 18-49 to boost
excitement and attendance for the theatrical release
of “Sparkle,” starring Whitney Houston in her final role
The Solution:
• MC created the Best of Whitney Houston Playlist, hosted by
Jordin Sparks, who stars alongside Whitney in “Sparkle.” In the
show, Jordin takes viewers through her favorite Whitney music
videos and shares stories from “Sparkle.” Ad elements included:
– Pre- and mid-roll spots, custom graphics, animated overlays,
trivia about Whitney Houston and “Sparkle”, and film clips
woven into the show
– Targeted VOD campaign, including pre-roll spots and custom
animated overlays
– Added value: tune-in ad panels on the Music Channels and
spot on social media
LEFT-RIGHT: Custom playlist open, overlay on a hosted segment featuring Jordin Sparks
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Activation: Unilever Axe “One Night Only”
The Challenge:
• Axe Music created a “One Night Only” secret
concert series and sought outlets to distribute content
shot at these shows to further build brand buzz
The Solution:
• MC created a robust custom content package for Axe, including:
– Dedicated One Night Only VOD folder
– Concert series footage integrated into MC original
programming, such as:
• Performance pieces running as “live” music videos
• Artist soundbites woven into Naked and OpinioNation
vignettes
• “Best of..” artist playlists
• Additional marketing elements included dedicated artist
programming blocks on the Music Channels and a targeted
VOD pre-roll campaign
LEFT-RIGHT: AXE Music ‘One Night Only’ promo panel, Dedicated VOD folder, custom content with T.I.
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
The Challenge:
• Universal was seeking a music television partner
to promote the movies-on-demand release of
“Pitch Perfect”, targeting F12-24
The Solution:
• MC created the Perfect Pitch Playlist around the film’s
soundtrack, featuring music videos from the original artists of
songs performed in the movie. Ad elements included:
– Pre- and mid-roll spots, custom graphics, voiceover, and
animated overlays
– Playlist also included a promotional music video by the cast
of the film and fans
• Universal also ran a targeted VOD campaign, including pre-roll
spots and overlays
• Added value: playlist tune-in ad panels on the Music Channels,
promo spot online, and social media tune-in messaging
LEFT-RIGHT: Playlist open, bonus music video
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Activation: Universal VOD “Pitch Perfect”
Activation: Walt Disney Pics. “Step Up 3D”
The Challenge:
• To boost excitement and attendance for the film “Step Up 3D”, Disney was looking for a promotional outlet to feature dancers from the film, targeting P13-34
The Solution:
• MC created a custom version of the original show Do That Dance, hosted by talent from the film, who showed viewers how to do the dance moves
– Ad units included pre- and mid-roll spots and custom animated overlays
– Vignettes from the show ran on SWRV alongside :30 second ad adjacencies
• Dancers and the film’s director also hosted a custom playlist with the best dance videos
– Ad units included pre- and mid-roll spots and overlays
• Pre-roll spots and overlays also ran on pop and dance videos targeting P13-34
LEFT-RIGHT: Do That Dance custom original with overlay, the film’s director and dancers host a playlist
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Activation: Warner Bros. “Rock of Ages”
The Challenge:
• Warner Brothers Pictures wanted to boost excitement
and attendance for the film “Rock of Ages,” targeting
Adults/Women 18-49
The Solution:
• MC created the Rock of Ages Playlist celebrating the lifestyle,
culture and music of the 80s, weaving clips from the 80s-inspired
film alongside classic music videos from stars such as Bon Jovi,
Journey and Quarterflash, whose songs were featured in the film
• Ad elements included:
– Pre- and mid-roll spots, custom graphics, animated overlays,
trivia about 80s music and culture, and film clips woven into
the show
– Targeted VOD campaign, including pre-roll spots and
custom animated overlays
– Added value: tune-in ad panels on the Music Channels and
spot on social media
LEFT-RIGHT: Custom playlist open, 80s trivia
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
CASE STUDIES/RESEARCH
Case Study: Boost Mobile
The Challenge:
• Organically integrate Boost Mobile into original
content to reach and engage a young urban demo
in a clutter-free environment
The Solution:
• Pair Boost Mobile with Tha Corner, MC’s premier Hip-Hop show
• Create three innovative product placements that strategically
weaved Boost Mobile product and messaging into natural
transitions throughout the show
The Results:
• Boost Mobile was impressed with the creative idea Music Choice
developed and felt they were able to effectively reach their demo
by using Tha Corner as the vehicle
• Survey Results:
– Ad recall levels grew significantly post campaign (+42%)
among MC viewers P13-34
Source: Music Choice Research/Knowledge Networks-SRI, Ad Effectiveness Study, May-July 2007
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Case Study: Johnson & Johnson Clean & Clear
The Challenge:
• Boost brand awareness among F12-24 and
incorporate Clean & Clear contest winners into
MC original programming
The Solution:
• MC created Hit List 5, a hosted show counting down the top pop
music videos and featuring interview clips from pop artists.
Custom marketing elements included:
– Brand integration into show open and close
– Multiple animated overlays during show
– Custom segment weaving in the interview with C&C’s
contest winners
The Results:
Survey Results:
• MC offers an optimal, effective setting for Clean & Clear Morning
Burst advertising
• Viewers are a receptive group primed to be influenced — they’re
highly familiar with and more favorable toward Clean & Clear
Morning Burst
– 7 out of 10 viewers (69%) are likely to consider purchasing
Morning Burst
– Viewers recalled Clean & Clear Morning Burst advertising
on MC in the post-advertising wave, up 64% over pre-
advertising levels
Source: Music Choice Research/Knowledge Networks-SRI, Ad Effectiveness Study, Sept 2007
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Case Study: Scion
The Challenge:
• Promote Scion cars among a young urban demo
The Solution:
• MC created The Undergrind, a spin-off of our premier hip-hop
show Tha Corner
– Show was designed to reach young, urban viewers who
were fans of underground rap and hip-hop music, focusing
on emerging artists like Talib Kweli and Mos Def
• Brand integration included:
Logo and product integration in the show open, close,
and in animated overlays
Off-channel marketing on Okayplayer.com, an urban
music website/blog
The Results:
Survey Results:
• Advertising on MC increases brand recall and purchase
consideration among a highly coveted demographic
Among Scion’s target audience of M18-34, recall levels
grew 91% post-campaign
Viewers were 52% more likely to consider purchasing or
leasing a Scion after seeing the ad campaign on MC
Source: Music Choice Research/Knowledge Networks-SRI, Ad Effectiveness Study, May-July 2007
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Case Study: U.S. Army
The Challenge:
• Reach potential recruits M18-24 and gauge
Video On Demand ad receptivity
The Solution:
• Align U.S. Army with our core rock programming
• Campaign included the following integrated marketing elements:
Brand messaging woven into show open, driving viewers to
goarmy.com/music
Custom animated overlays during videos, driving viewers to
goarmy.com/music
The Results:
Survey Results:
• Heightened viewer attentiveness and enhanced ad penetration
resulted in greater familiarity with the Army, a positive shift in
attitudes towards the Army, and greater preference for the Army
as an enlistment option
Target viewers expressed a greater favorability toward the
Army post-advertising,
1 in 3 (32%) strongly/somewhat favored the idea of joining
the Army (up from 19%)
Total recall of recent Army advertising was notable – over
one-third (38%) recalled ads in the post-advertising wave,
up +41% over pre-advertising levels (27%)
Unaided website recall for target viewers was up (50%)
Source: Music Choice Research/Knowledge Networks-SRI, Ad Effectiveness Study, May-July 2007
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Research: Enhanced VOD Trial
MC conducted a test in the Comcast Baltimore City cable system
that dynamically inserted :15 and :30 second ads into single-play
music videos.
Study results were derived from second-by-second Rentrak set top
box viewing data from over 1MM ads served by Music Choice’s
dynamic advertising technology.
Survey Results:
• Average view-through of all ads was 83%
Average view-through of :30 ads was 82%
Average view-through of :15 ads was 91%
• 98% of the ads were viewed longer than 5 seconds
• 60% of all ads were viewed to 100% completion
59% of :30 ads were viewed to completion
64% of :15 ads were viewed to completion
Source: Music Choice/Rentrak/Comcast Survey Results, Dec 2008-Feb 2009.
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
AD SPECS AND CREATIVE GUIDELINES
Ad Specs & Creative Guidelines
Video On Demand and Music Choice Play
SPOTS
DEADLINE: 1 week before flight start
• Provide 2 copies of your :15 or :30 spot on Beta or DigiBeta
• Commercial audio must be full mix mono on both channels
• No multi-reel tapes will be accepted
• Digital submissions must be 525i29.97 10 bit
(720 x 486) QuickTime files
• HD files can also be accepted via ftp or thumb drives
Please include commercial instructions with tapes:
• Client
• Product
• ISCI Code
• Length
• Flight Dates
Commercial Clearance:
Submission of a commercial to air on Music Choice shall constitute
the advertiser’s and/or agency’s warranty that all elements of
commercials have been cleared for air with respect to all intellectual
property rights: this includes but is not limited to rights of privacy and
master, mechanical, performance and synchronization rights for
music. Changes of commercial copy within two weeks of current
flight will be accommodated as soon as operation permits.
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Ad Specs & Creative Guidelines
Video On Demand and Music Choice Play
OVERLAYS/LOWER-THIRDS OR SPONSOR GRAPHICS
All overlays are created in HD
MC is creating your overlay or sponsor graphics:
DEADLINE: 3 weeks before flight start
Send logo, product image(s), and tagline/copy points
• HD files are preferred
– Preferred format: PSD
– Acceptable formats: EPS, JPEG, TIFF or TARGA
– 16:9 aspect ratio (1920 x 1080 pixels)
– Minimum graphic resolution: 72 dpi
• SD files are also accepted
– Preferred format: PSD
– Acceptable formats: EPS, JPEG, TIFF or TARGA
– 4:3 aspect ratio (720 x 486 pixels)
– Minimum graphic resolution: 72 DPI
• Billboard copy or tagline must be submitted with logo
– Overlays are on-screen for approximately 10 seconds;
please keep that in mind when submitting copy
• Include any required copyright and rating information
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Ad Specs & Creative Guidelines
Video On Demand and Music Choice Play
OVERLAYS/LOWER-THIRDS
You are providing an overlay:
DEADLINE: 2 weeks before flight start
• Overlays run on the lower left corner of the screen;
see below for placement
• Length: :05-:09 seconds
• Size: 525 x 135 (about 1/4 the size of a standard SD screen)
• Aspect: 1.0 pixels
• Format: provide final overlay on Beta or DigiBeta tape,
or digitally submit a 1280 x 720 @ 29.97 fps QuickTime file
• Codec: Animation with alpha channel
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Ad Specs & Creative Guidelines
MC Music Channels
AD PANELS
MC’s Music Channels have a new on-screen look, with one larger
sized ad panel to better deliver your message to viewers.
Refer to the guidelines on the following pages for creating ad panels
or submitting artwork for MC to create your ad.
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
MC is creating your ad panel:
DEADLINE:
2 weeks before flight start
• Minimum size: 72 dpi
• Preferred file format: PSD
• Acceptable file formats:
EPS, AI, JPEG or TIFF
• Needed: logo, product(s)
images, key message points,
tagline (if applicable)
• The most effective ad panels
have simple, straightforward
designs –
image, logo, copy blurb
You are creating your ad panel:
DEADLINE:
1 week before flight start
• Size 480 x 544
• Minimum font size: 18 pt.
- Ensure fonts are legible
in both size and weight
- Bolder fonts work best;
avoid thin ornate fonts
- Leave clear space
(no text) around the
edges of the ad
• Aspect Ratio: Square
• Color Profile: SDTV NTSC
• File Format: JPEG
(do not save for web)
Ad Specs & Creative Guidelines
MC Music Channels
AD PANELS
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Ad Specs & Creative Guidelines
Delivery Instructions
SPOTS
(FOR MC VOD &
SWRV CABLE NETWORK)
Send tapes and traffic
instructions to the
Traffic Manager:
Barry Schwartz
Music Choice
328 West 34th Street
New York, NY 10001
646.459.3300
ALL OTHER MATERIALS
(FOR AD PANELS &
CUSTOM GRAPHICS)
Send materials to your
Account Team and the
Marketing Team:
Joanna McKeever
Music Choice
328 West 34th Street
New York, NY 10001
646.459.3300
Materials may also be sent via an FTP site.
Please include:
• Agency Name
• Contact Name
• Phone Number/Email
• IP Address/Login Information
Music Choice • 328 West 34th Street, New York, NY 10001 • 646.459.3300 • musicchoice.com/advertising
Top Related