Dr. Oz is a rare, once-in-a-lifetime opportunity developed under Oprah Winfrey’s legacy of success, featuring the most trusted, sought-after personality today.
• A fragmenting broadcast marketplace is making it even more criticAl fOr stAtiOns tO select prOven prOgrAmming.
• Americans are increasingly fOcuseD On living hAppier AnD heAlthier lifestyles.
• viewers are seeking A fAmiliAr, trustWOrthy vOice to guide them in this pursuit.
At A time When...
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• estAblisheD AnD regulArly feAtureD on the OprAh Winfrey shOW, the most popular talk show in television history.
• prOven On-Air rAtings track record.
• A trusteD expert who is down-to-earth with a relAtAble persOnAlity who respects and empowers his devoted audience.
the time is right fOrA prOventelevisiOn
frAnchise
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tAlent Drives televisiOn
• co-produced by harpo, the best in the business at identifying and grooming talent
• launched the highest-rated talk show to debut in the past decade
• Oprah Winfrey’s emmy-winning production team will guide the Dr. Oz production team led by ellen rakieten, EVP Creative Development and harriet seitler, EVP Marketing and Development
• co-produced and distributed by spt, the producer of the #1 and #2 programs, Wheel of fortune and Jeopardy!
• spt is the leading independent tv producer, uniquely positioned to extend tv brands to online and mobile platforms
• supported by the first-rate spt sales, marketing and promotion team that has kept seinfeld at the top of the ratings
®
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• world class credentials harvard university, university of pennsylvania (mD, mbA);
professor cardiac surgery, columbia university. performs hundreds of successful heart surgeries per year, founder, healthcorps., dedicated to educate youth and families around the world.
• Proven success Author of best-selling books and numerous articles;
holds patents on heart-valve pumps that have saved thousands of lives.
• in-demand sought-after expert for television, radio, publishing and online.
• relatable married, father of four who is easy-to-understand,
engaging and charismatic.
• Promotes “living the best life Possible” A favorite topic of Oprah’s.
on January 30, 2004, dr. oz debutedon the oprah winfrey show — and the results? 4
recOgnizeD the enOrmOuspOtentiAl in
Source: NSS, GAA%; 2003/04Dr. Oz = 1/30/04 (inside the Human Body) 5
this strong performance led the way to many more successful
Oprah appearances…
A phenOmenAl DebutOn the OprAh Winfrey shOW
6.7
8.1
households
Oprahaverage
Dr. OZon Oprah
+21%
women 18-49
4.3 4.8
Dr. OZon Oprah
Oprahaverage
+12%
women 25-54
5.0
Oprahaverage
5.4
Dr. OZon Oprah
+8%
Dr. Oz episODes spiKe OprAh’s rAtingsa sampling of dr. oz episodes compared to the average performance of oprah
in their given weekranK
among ePsin weeK
women25-54householdsweeK of
6Source: NSS, GAA%; Dr. Oz episodes vs. non-Oz episodes in the given week
8/29/05 insiders’ secrets to make you younger & healthier +17% +10% #1 9/6/05 A special report from the Katrina catastrophe +57% +69% #1 5/1/06 Dr. Oz’s “90-day live longer, feel younger” plan +15% +16% #1 10/9/06 Dr. Oz answers your most embarrassing questions +21% +27% #1 10/30/06 the Dr. Oz Diet +14% +15% #1 1/8/07 Dr. Oz answers your most embarrassing questions +15% +9% #1 2/12/07 Ask Dr. Oz – feb 13, 2007 +12% +19% #1 4/23/07 Ask Dr. Oz – April 26, 2007 +13% +11% #1 5/14/07 take the Dr. Oz health Quiz +17% +10% #1 5/21/07 Ask Dr. Oz – may 21, 2007 +23% +21% #1 6/11/07 Dr. Oz answers your most embarrassing questions +15% +8% #1 7/23/07 Dr. Oz answers your burning weight loss questions +20% +26% #1 8/20/07 the #1 killer of women revealed +16% +5% #1 8/27/07 Dr. Oz’s “90-day live longer, feel younger” plan +20% +24% #1 9/17/07 the truth about food with Dr. Oz and bob greene +13% +10% #1 10/1/07 330 men ask Dr. Oz +16% +14% #1 10/8/07 Jessica seinfeld’s delicious secret, with Dr. Oz +19% +20% #1 10/29/07 Dr. Oz on aging: how to turn back time +10% +16% #1 12/3/07 Ask Dr. Oz – Dec 3, 2007 +17% +21% #1 12/17/07 Ask Dr. Oz – Dec 17, 2007 +31% +26% #1 1/21/08 Dr. Oz on the latest secrets to quit smoking +16% +12% #1 2/4/08 Dr. Oz reveals the ultimate checklist for great aging +19% +20% #1 3/3/08 the truth about food with Dr. Oz and bob greene +25% +26% #1 5/26/08 Dr. Oz investigates the man who turned blue +14% +20% #1 6/2/08 medical miracles: A Dr. Oz report +5% +4% #1
Source: NSS, GAA%; 2003/04-2007/08, avg. of each season Dr. Oz = original episodes
Dr. Oz lifts OprAh’s AverAges
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Source: NSS, AA/GAA%; 2007/08 Dr. Oz = All 2007/08 Oprah episodes
Dr. Oz OutperfOrms current tAlK shOWs this seAsOn
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Dr. OZ 5.7 3.7Oprah 5.4 3.5Dr. phil 4.5 2.6regis & Kelly 2.9 1.6maury povich 2.2 1.4ellen 2.1 1.3rachael ray 2.0 1.2montel 1.5 1.0Jerry springer 1.4 0.8tyra banks 1.1 0.8martha stewart 1.0 0.6mike & Juliet 1.0 0.7steve Wilkos 0.9 0.6
dr. oz episodes on oprah in 2007/08 vs. all current talk shows:
hOusehOlDs WOmen 25-54
Delivers unpreceDenteD repeAtAbility this seAsOn
underscoring the strength of the Dr. Oz appeal
86%
102%
HOUSEHOLDS
Oprahaverage
WOMEN 18-49
WOMEN 25-54
83%Oprahaverage
100%Dr. OZepisodes
82%Oprahaverage
97%
Dr. OZepisodes
Dr. OZepisodes
% REPEATABILITY
Source: NSS, GAA%repeats vs. original telecasts
Dr. OZ episodes, 2007/08, through May ‘08 9
DR. PHIL 2002 4.5rachael ray 2006 2.1martha stewart 2005 1.8roseanne show 1998 1.8tyra banks 2005 1.7ellen 2003 1.6sharon Osbourne 2003 1.6Jane pauley 2004 1.5Ambush makeover 2004 1.4tony Danza 2004 1.4howie mandel 1998 1.4John Walsh 2002 1.3Dr. laura 2000 1.3housecalls 2000 1.3leeza 1999 1.3Ananda lewis 2001 1.2Queen latifah 1999 1.2good Day live 2003 1.1
rob nelson 2002 1.1iyanla 2001 1.1the Other half 2001 1.1Dr. Joy browne 1999 1.1martin short 1999 1.1caroline rhea 2002 1.0Keith Ablow 2006 1.0home Delivery 2004 1.0Ali & Jack 2003 1.0starting Over 2003 1.0Wayne brady 2003 1.0mike & Juliet 2007 0.9steve Wilkos 2007 0.9Dreammaker 1999 0.9larry elder 2004 0.8megan mullally 2006 0.8bonnie hunt 2008 nAthe Doctors 2008 nA
launching the highest-rated talk show in the past 10 years
DebutyeAr
DebutyeAr
firstnOv hh
firstnOv hh
Source: NSS, AA/GAA%; Novembers, as dated, 1998-2007
the OprAh ADvAntAge A prOven lAunch plAtfOrm
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l Discovered by Oprahl Developed by the Award-Winning Oprah production teaml Appeared in numerous episodes on Oprah for several years to build skills and establish an audience
in lAunching Dr. phil, the templAte fOr success WAs set AnD Dr. Oz is benefiting frOm this expertise
oPrah successfullY lAuncheD Dr. phil AnD hAs imprOveDOn the fOrmulA fOr
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Source: NSS, GAA%; average of each season, original episodesDr. Phil = 1997/98-2001/02 Dr. Oz = 2003/04-2007/08
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On OprAh, Dr. Oz Delivers higher rAtings thAn Dr. phil
6.7
7.5
HOUSEHOLDS
Dr. Philon Oprah
WOMEN 18-49
WOMEN 25-54
4.1Dr. Philon Oprah
4.4Dr. OZon Oprah
4.6Dr. Philon Oprah
5.2
Dr. OZon Oprah
Dr. OZon Oprah
+12%
+7%
+13%
Dr. OZadvantage
Dr. OZadvantage
Dr. OZadvantage
Dr. Oz lifts OprAh’s rAtings better thAn Dr. phil
Source: NSS, GAA%; season average originals vs. corresponding Oprah seasonsDr. Phil = 1997/98-2001/02 Dr. Oz = 2003/04-2007/08 13
• Will present a broad range of topics based on health & Wellness, including relationships, weight loss, nutrition, staying young, parenting, money, fitness and looking your best, empowering viewers with all kinds of valuable information. this is television your viewers need.
• each show will be multi-topic, multi-segment.
• Dr. Oz will deliver topical newsworthy information, inspiring stories and signature segments like: Ask Dr. Oz Live Longer, Feel Younger Plan Dr. Oz Report
• All of these subjects will be explored in an upbeat, entertaining style through Dr. Oz’s unique viewpoint.
• And Dr. Oz has access to a-list experts from around the world offering a variety of viewpoints and cutting edge information.
• leading the development will be ellen rakieten, EVP Creative Development for harpo productions and former Oprah executive producer, who guided the show to its highest-rated seasons of the decade; and harriet seitler, EVP Marketing and Development who has launched some of the most successful promotions in Oprah show history and developed the highly successful Oprah.com.
the shOW
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“One of the 100 Most Influential People
in the World.” — Time Magazine
April 25, 2008
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heAlthy living is fOremOst On the minDs Of the AmericAn public
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delivers the information people are seeking.Women 18-49 are 41% more likely to seek out health and wellness information in print, TV or internet.
Source: Simmons, Winter 2008 Adult Full Year Study, Persons 18+;Daytime viewers = Oprah and Dr. Phil past 7 day viewer; Website data = comScore Media Metrix May 2008 vs. May 2007, Base P2
• nearly 80% of adults are actively seeking out health information
• Women, and especially daytime viewers, are the most likely to do so:
• 91 million interact with health-related websites each month – compared to last year:
• And Dr. Oz’s website, RealAge.com®, keeps visitors involved even longer
inDex
WOmen 18-49 141
WOmen 25-54 144
WOmen 18-49 daytime 176
WOmen 25-54 daytime 175
number Of users AverAge timeOn sites
better thAn Other heAlth sites
+14% +11%
+29%
AverAge time On RealAge.com®
FEATUrES A BrOAD rANGE OF TOPICS THAT VIEWErS CArE ABOUT...
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Will prOviDe exclusive, spOnsOrAble cOntent fOr…
• Weekly satellite feeds of Dr. Oz vignettes for your
local newscasts
• sponsored appearances at local health and wellness
fairs and expos
yOur stAtiOn yOur Website• Dr. Oz: Post Op, weekly 5 minute conversations
streamed exclusively for Dr. Oz stations
• Dr. Oz Vignettes on breaking news that affects your health and life
• Selected links to articles, information and books referenced on the show made available each week
you will be the market leader in health and wellness
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Source: Nielsen Ad*Views (Network, Cable, Syndication)Source: Nielsen Ad*Views, Top-20 markets
Dr. Oz episodes 11/5/08, 1/22/08, 4/15/08, 4/29/08, 5/13/08, 5/21/08 19
is iDeAlly suiteD fOr ADvertisers
dr. oz will be a revenue generator for Your station
like the Oprah Winfrey show, Dr. Oz will attract blue chip local Advertisers:
• Automotive
• Telecom/Internet
• Travel & Leisure
• Home Supplies
• Restaurants
• Retail
• Financial Services
• Entertainment
• Insurance
• Food & Beverage
in fact, this category is growing at morethan three times the rate of televisionadvertising overall!
in fact, these advertisers are familiar with and air in Dr. Oz episodes.
Dr. Oz is perfectly positioned to attract pharmaceutical, health & Wellness and beauty advertisers:
2005 2006 2007 growth
Pharma, Health, Beauty: $9.1B $9.4B $9.7B +7%
Automotive: $5.0b $4.9b $4.4b -12%
total television: $49.1b $50.3b $50.2b +2%
television Advertising Dollars
During the DevelOpment Of
fOr the first time ever…beginning in 2009 and continuing quarterly until the premiere of Dr. Oz, stations will receive updates on how the Dr. Oz show is developing and will have the opportunity to give input to the producers.
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One Of AmericA’smOst pOpulAr brAnDs
reAching milliOns Of peOple eAch mOnth
TELEVISIONl Already a franchise on
the Oprah Winfrey show
l Double-digit increases
over Oprah
l exposed to over 64 million
viewers in this season alone
INTERNETl success on the internet with
realAge.com - 22 million visitors this year
l the Dr. Oz health section on
Oprah.com is the second most popular area on the site – over 62.5 million views over last year
l Over 575,000 fans receive the
Dr. Oz monthly online newsletter
BOOKSl proven author of the “you”
series with over 8 million “you” books sold (all of them ny times bestsellers)
l upcoming beauty, pregnancy and
parenting books in the “you” series
RADIOl successful weekly
xm radio program
l third most popular on
xm’s Oprah & friends with over 115,000 weekly listeners
MAGAZINES AND NEWSPAPERS
l One of time magazine’s “100
most influential people in the World”
l columnist for esquire and reader’s
Digest, Wall street Journal, ny times and the hearst syndicate
l reaching over 4 million readers
each month
IN DEMAND GUESTl sought-after guest expert on
good morning America, Discovery health, 20/20, the today show, prime time live, larry King live, Anderson cooper 360
l familiar to millions of viewers
A once-in-a-lifetime prOvenprOgrAmming opportunity
Developed and produced bythe best in the business…
harpo and spt
An estAblisheD brAnD and talent that vieWers lOve
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www.sonypicturestelevision.com©2008 Harpo Inc. and ©2008 Sony Pictures Television Inc. All Rights Reserved.
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