2. Power Brands

3. Wheel of Value
360°-Optimisation of our brands
Consumer
Gambling Products Int’l
(Lottery, Slots, Programme
Bingo) Sales
Live Format
Shows Licenses
The
Brand
Promotions Home
Ents
Online
Online
Mobile
Interactive
TV

4. Maximising revenues from TV Brands
• TV properties offer fantastic marketing opportunites,
especially when viewed as brands
• There is much more than the 30 sec TV Spot
• Production months ahead of broadcast and possible
live events afterwards mean that X Factor activity,
and that for other titles, can take place all year round
• Besides classic on-air TV sponsorship, a 360 degree
sponsorship package provides a much wider ROI
• Partners have a chance to offer their customers
exclusive benefits connected to the show
• Entertainment is Emotion and Emotion drives
the Customer to the store

5. • Series III: average of over 2,71 million viewers per episode & 19.5% market share
(119% above STB prime time average).
• Series III: peaked with 3.78 million viewers per episode & 29.4% market share.
• Previous sponsors include Garnier Fructus & Lipton Tea.
• Other CEE sponsors include Coca Cola, Pepsi, KFC, Unilever, Nivea, Orange, Sony
Ericsson, VW Group, Peugeot, Volksbank & Raiffeisen Bank.

6. • Series II: Autumn 2011: Average audience of 2,63 million & an 18,5%. average share.
• Series II: Peaked with 3,56 million viewers & a 22.9% audience share.
• Previous sponsor was Lipton
• Other CEE sponsors include Nokia, Orange, Vodafone, Coca Cola, Pepsi, Red Bull,
Kraft, Unilever, Hyundai, Mini Cooper, Nissan, VW, Microsoft, H&M, Coty/Rimmel,
L’Oreal & New Look

8. ON SCREEN Product placement
As well as products on the judges table…
• Branded backstage areas for filming
• Sponsorship of winner‘s prizes
• Sponsored Home Viewer Competition
• Sponsored voting

9. OFF-AIR – At the Castings
…a captive audience of thousands
Brand awareness
• Brand communicators
• Leafletting
• Free gifts „courtesy of…“
• SMS data capture
Product Sampling
• Uniformed staff/promotional vehicles
• Can be linked to on-pack promotions
• Confectionary/soft drinks
• Hair/body care
• FMCGs

10. In-store branding
• Stronger connection to the TV property.
• Better awareness of the partnership, offers
and competitions
• Note: Cooperation of a retail partner
required if sponsor does not have stores
On-pack promotions
• Strengthens the association between
the two brands and raises awareness
of the promotion.
• Production times mean these deals
are usually agreed many months
ahead of the product being on shelf.

11. VIP Rehearsals Experience
• The ultimate prize limited to very few.
• Be the first members of the public to see the
Finalists perform before the next show
• Go behind the scenes in the studio and possibly
even meet the finalists and judges
VIP Live Show Experience
…alongside tickets to the show itself
• VIP guestlist – no queuing
• Hospitality Suite
• Refreshments before/after the show
• Goody Bags
• Possibility of limited talent „meet &
greets“

12. Online Presence
Branding on official website
• Clickable logos heading each page
• Animated banners, flash panals and
skyscrapers
• „Skinned“ video player
• Pre- & post-rolls on video content
Content in sponsor‘s online ‚vertical‘
• Techniques/tutorials by experts
• Introducing new products
• Behind the scenes videos.
• Clickable branding.
Sponsor Microsites
• Often used to run promotions.
• User interaction popular & encouraged.
• Used to bring consumers closer to the
brand in a a fun and engaging way.

13. • Series 1: August – November 2011. Average market share of 8,4% viewers.
• Average audience of 1,36 million viewers, 24% above STB prime time average.
• Series 2 planned to return in Fall 2012.

14. FARMER WANTS A WIFE
• Farmer Wants A Wife rates well across all
demographics but is particularly successful with
adults 15-49, with a female skew.
• Very different from the Talent Shows and
therefore needs to be approached in a different
way.
Brand Values:
• Outdoors
• Romance
• Country & Town
• Good Living
• Rough edges, soft centre
• Organic, Health Food
• Active
• Nostalgic

15. OFF SCREEN On Pack Promotion
• On-pack brand partnerships are incredibly
effective regarding real life entertainment.
• The female skewed target audience can easily
be reached through FMCG on-pack and in-store
promotions
• Competitions
• Special offers
• Brands need to be chosen carefully and to sit
well with the nature of the show itself:
• Bread/baked goods
• Diary products
• Fruit Juices
• Organic produce
• Health foods
• Female skewed products
• Low-fat soft drinks/confectionary

16. • Promotions can be linked to a licensing programme:
• Publishing
• Cookery Book
• Magazine
• Outdoor wear/Footwear
• Cooking/baking utensils
• Homewares
• Board Game
• CD

17. FME Brands in the Digital Space
Successful on all platforms

18. Digital Brand Extensions
• Designed & created to give viewers a richer format/brand engagement
• Serving specific sponsor needs and delivering additional content
• Presents different perspectives (eg: from fan/contestant/judge)
• Different Concepts available

19. Mobile Applications & Communications

20. • A Great way to extend Sponsorships
• YouTube auditions attracting additional talents & generating stories
• FremantleMedia Content (eg: Talent Shows) are YT Hero´s

21. • Social Media Fantastic way to interact with fans, SC Guidelines available
• Allows news ways of voting!
• Branded Entertainment via a song performed by all contestants – exclusively
available on sponsors website