Fox International Channels

Serbia

May 2009

Launched: Friday, October 13, 2006

viewer demographics

Fox Crime audience

over 2/3 are:

• urban

• aged 20-44

• working people

• live in families with 3-4 people

• responsible for the household purchases

Data: AGB Nielsen

viewer lifestyle

• I try to keep up with developments in technology

• People have a duty to recycle

• It's worth paying extra for quality goods

• A designer label improves a person's image

• Comfort is the most important thing in a car

• It is important to keep my young look

Fox Crime audience

popular series

Las Vegas

Alias

Fox Crime program

Largo

Dexter Kyle XY

Monk Law and Order

Brotherhood

audience dynamic

Fox Crime audience

Data: AGB Nielsen,

April 2009, 08:00 – 02:00

TG: 18-49 Urban&Cable

Fox Crime is available for over 2 million Serbians. The average time which these viewers spend there is 36 minutes. They watch it all day – “Prime Time” from

13:00 till midnight…

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0.40%

0.45%

8:00:00

9:00:00

10:00:00

11:00:00

12:00:00

13:00:00

14:00:00

15:00:00

16:00:00

17:00:00

18:00:00

19:00:00

20:00:00

21:00:00

22:00:00

23:00:00

0:00:00

1:00:00

avg rtg%

Launched: 9 November 2007

viewer demographics

Fox Life audience

over 2/3 are:

• urban

• aged 15-34

• women

• working people

• with average and above income

Data: AGB Nielsen,

August 2008, 08:00 – 02:00

viewer lifestyle

Fox Life audience

• I am prepared to pay more for products that make

life easier

• I really enjoy a night out at the pub

• It is important for me to look well dressed

• I worry about violence and crime

• I am worried about pollution and congestion by cars

• I am an optimist

• I usually speak my mind, even if it upsets people

program highlights

Fox Life program

House MD

Married with children

Aly McBealDirt Ugly Betty

The L word Desperate Housewives Will & Grace

audience dynamic

Fox Life audience

Data: AGB Nielsen,

April 2009, 08:00 – 02:00

TG: 18-49 Urban&Cable

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%

0.80%

0.90%

8:00:00

9:00:00

10:00:00

11:00:00

12:00:00

13:00:00

14:00:00

15:00:00

16:00:00

17:00:00

18:00:00

19:00:00

20:00:00

21:00:00

22:00:00

23:00:00

0:00:00

1:00:00

avg rtg%

Fox Life is available for over 1.8 million Serbians. The average time theseviewers spend each day is 34 minutes. The channel has good ratings during the whole

day and peaks in the late Prime Time.

When should we use Fox Life and Fox Crime in the media

mix?

what you usually buy?

Yes, you buy some contacts with the total population.

that’s how 1 GRP looks like

audience quality

but are all these people interesting for the advertiser?

Not all of the people are or might be consumers of middle or high class products.

If we talk about a mass FMCG product, than the answer is YES.

But most advertised brands aim to people with high purchasing power.

That’s how the high purchasing power consumers look like in this GRP:

audience quality

presence of people with above the average income

audience quality

Data: AGB Nielsen,

April 2009, 08:00 – 02:00

There are more than 2 times more high class buyers in 1 GRP delivered by Fox Life,

Fox Crime and NatGeo than in the same, but delivered by the terrestrial TVs.

Fox Life, Fox Crime and NatGeo GRP’s are 50% “richer” with rich people than those

of the Rest Pay TV channels on the market.

18% 28% 42%

Serbian terrestrial

channels

Rest Pay TV channels Fox Channels

so, are all the GRP’s the same?

If you advertise to the high class buyers, in 1 GRP on the different channels, you actually

get more by Fox Life & Fox Crime!

that’s how 1 GRP looks in the different channels

Fox Life & Fox Crime

Serbian Pay TV channels

Serbian terrestrialchannels

audience quality

Top 15 TVs’ shares, TG: 18-49 med&high income

Data: AGB Nielsen,

April 2009, 08:00 – 02:00

audience size

Both Fox Life and Fox Crime are among the top 15 TV channel in Serbia!

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

PINK

RTS 1

FOX

TV B-92

RTS 2

AVALA

Studio B

Ultra

Happy TV

Sport Klub

Fox Life

Fox Crime

Kosava

TV 1000

Novi Sad 1

share %

Top Pay TVs’ shares, TG: 18-49 med&high income

audience size

Fox Life and Fox Crime are the most popular entertainment channel among the

Pay TVs in Serbia!Data: AGB Nielsen,

April 2009, 08:00 – 02:00

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

Ultra

Sport Klub

Fox Life

Fox Crime

TV 1000

Discovery

Eurosport 1

National

Geographic

Cinemania

Jetix

Viasat History

Minimax

Film

+

Svet Plus

Viasat Explorer

share %

the breaks rating – Fox Life

Based on April 2009 rating data

for target group “18-49 medium

and high income”, we could

estimate the next:

If you plan 8-10 airings per day

in the marked zones for 4

weeks, the Fox Life package of

170 spots (5400 EUR) and 50%

bonus airings could deliver over

70 TRP’s. That way, the average

CPP will be less than 80 EUR.

Time Mon Tue Wed Thu Fri Sat Sun

8:00 0.00% 0.03% 0.05% 0.01% 0.02% 0.01% 0.00%

8:30 0.05% 0.10% 0.01% 0.01% 0.08% 0.06% 0.05%

9:00 0.08% 0.24% 0.03% 0.04% 0.08% 0.05% 0.01%

9:30 0.13% 0.22% 0.04% 0.25% 0.12% 0.06% 0.04%

10:00 0.17% 0.12% 0.06% 0.08% 0.12% 0.09% 0.10%

10:30 0.10% 0.03% 0.07% 0.04% 0.11% 0.04% 0.07%

11:00 0.30% 0.04% 0.11% 0.08% 0.09% 0.04% 0.07%

11:30 0.39% 0.04% 0.04% 0.08% 0.12% 0.08% 0.05%

12:00 0.20% 0.12% 0.02% 0.16% 0.19% 0.02% 0.09%

12:30 0.24% 0.07% 0.08% 0.19% 0.12% 0.01% 0.09%

13:00 0.14% 0.14% 0.15% 0.10% 0.15% 0.03% 0.06%

13:30 0.27% 0.16% 0.21% 0.12% 0.06% 0.11% 0.08%

14:00 0.18% 0.18% 0.12% 0.10% 0.18% 0.23% 0.18%

14:30 0.13% 0.17% 0.17% 0.07% 0.35% 0.25% 0.13%

15:00 0.07% 0.14% 0.12% 0.27% 0.13% 0.30% 0.25%

15:30 0.10% 0.14% 0.22% 0.18% 0.11% 0.21% 0.22%

16:00 0.06% 0.07% 0.20% 0.19% 0.17% 0.21% 0.23%

16:30 0.11% 0.09% 0.20% 0.09% 0.15% 0.18% 0.07%

17:00 0.14% 0.14% 0.15% 0.15% 0.21% 0.18% 0.20%

17:30 0.13% 0.25% 0.20% 0.16% 0.16% 0.21% 0.26%

18:00 0.14% 0.36% 0.22% 0.05% 0.23% 0.28% 0.24%

18:30 0.33% 0.32% 0.23% 0.25% 0.20% 0.05% 0.13%

19:00 0.32% 0.25% 0.23% 0.37% 0.23% 0.09% 0.18%

19:30 0.24% 0.31% 0.26% 0.22% 0.22% 0.12% 0.14%

20:00 0.31% 0.18% 0.26% 0.14% 0.20% 0.08% 0.15%

20:30 0.40% 0.13% 0.34% 0.15% 0.07% 0.08% 0.15%

21:00 0.42% 0.17% 0.46% 0.11% 0.13% 0.02% 0.05%

21:30 0.34% 0.23% 0.40% 0.22% 0.12% 0.04% 0.08%

22:00 0.26% 0.29% 0.18% 0.17% 0.30% 0.04% 0.21%

22:30 0.28% 0.21% 0.22% 0.23% 0.36% 0.18% 0.31%

23:00 0.15% 0.21% 0.26% 0.30% 0.43% 0.36% 0.60%

23:30 0.20% 0.25% 0.21% 0.33% 0.27% 0.23% 0.27%

0:00 0.16% 0.12% 0.22% 0.23% 0.26% 0.14% 0.20%

0:30 0.11% 0.11% 0.35% 0.17% 0.12% 0.21% 0.08%

rgt% 18-49 medium + high income

Fox Life

Data: AGB Nielsen,

April 2009, 08:00 – 02:00

campaign simulation

the breaks rating – Fox Crime

Data: AGB Nielsen,

April 2009, 08:00 – 02:00

Time Mon Tue Wed Thu Fri Sat Sun

8:00 0.22% 0.07% 0.06% 0.06% 0.08% 0.08% 0.07%

8:30 0.05% 0.15% 0.15% 0.04% 0.11% 0.10% 0.07%

9:00 0.04% 0.14% 0.15% 0.07% 0.17% 0.17% 0.11%

9:30 0.05% 0.08% 0.15% 0.08% 0.09% 0.12% 0.05%

10:00 0.05% 0.19% 0.11% 0.10% 0.11% 0.19% 0.08%

10:30 0.15% 0.31% 0.13% 0.14% 0.21% 0.37% 0.22%

11:00 0.11% 0.12% 0.11% 0.09% 0.08% 0.23% 0.19%

11:30 0.11% 0.08% 0.14% 0.11% 0.11% 0.17% 0.20%

12:00 0.16% 0.06% 0.17% 0.13% 0.14% 0.17% 0.17%

12:30 0.20% 0.04% 0.11% 0.05% 0.14% 0.19% 0.12%

13:00 0.16% 0.03% 0.08% 0.06% 0.13% 0.16% 0.26%

13:30 0.14% 0.12% 0.06% 0.06% 0.10% 0.21% 0.33%

14:00 0.33% 0.16% 0.04% 0.06% 0.10% 0.26% 0.36%

14:30 0.24% 0.13% 0.08% 0.13% 0.15% 0.30% 0.31%

15:00 0.13% 0.09% 0.09% 0.17% 0.25% 0.23% 0.37%

15:30 0.15% 0.09% 0.11% 0.11% 0.15% 0.36% 0.41%

16:00 0.14% 0.16% 0.14% 0.07% 0.14% 0.31% 0.32%

16:30 0.19% 0.18% 0.14% 0.07% 0.23% 0.35% 0.34%

17:00 0.04% 0.19% 0.08% 0.04% 0.17% 0.32% 0.23%

17:30 0.06% 0.04% 0.12% 0.05% 0.15% 0.42% 0.29%

18:00 0.00% 0.06% 0.11% 0.16% 0.10% 0.32% 0.26%

18:30 0.00% 0.07% 0.13% 0.13% 0.05% 0.32% 0.27%

19:00 0.04% 0.07% 0.13% 0.05% 0.10% 0.21% 0.20%

19:30 0.03% 0.20% 0.08% 0.13% 0.31% 0.20% 0.17%

20:00 0.19% 0.04% 0.05% 0.07% 0.10% 0.21% 0.06%

20:30 0.20% 0.08% 0.00% 0.17% 0.06% 0.18% 0.13%

21:00 0.03% 0.10% 0.15% 0.09% 0.10% 0.18% 0.08%

21:30 0.07% 0.09% 0.10% 0.15% 0.05% 0.22% 0.17%

22:00 0.10% 0.18% 0.06% 0.28% 0.10% 0.09% 0.11%

22:30 0.07% 0.12% 0.17% 0.17% 0.17% 0.21% 0.05%

23:00 0.05% 0.16% 0.12% 0.15% 0.11% 0.13% 0.24%

23:30 0.02% 0.13% 0.05% 0.15% 0.03% 0.16% 0.12%

0:00 0.13% 0.20% 0.10% 0.09% 0.09% 0.17% 0.07%

0:30 0.02% 0.22% 0.04% 0.09% 0.07% 0.17% 0.00%

Fox Crime

rgt% 18-49 medium + high income

Based on April 2009 rating data

for target group “18-49 medium

and high income”, we could

estimate the next:

If you plan 8-9 airings per day in

the marked zones for 4 weeks,

the Fox Crime package of 150

spots (3150 EUR) and 50%

bonus airings could deliver over

50 TRP’s. That way, the average

CPP will be less than 60 EUR.

campaign simulation

the combo packages - Fox Life and Fox Crime

Data: AGB Nielsen,

April 2009, 08:00 – 02:00

Based on April 2009 rating data for target group “18-49

medium and high income”, we could estimate the next:

If you plan 10 airings per day per channel in the marked zones

for 4 weeks, the Fox Life and Fox Crime COMBO package of

340 spots (7800 EUR) and 50% bonus airings could deliver

over 130 TRP’s. That way, the average CPP will be less than

60 EUR.

campaign simulation

in brief:

� Fox Life and Fox Crime are the most popular entertainment cable channels in

Serbia. Their rating is comparable with those of several terrestrial TVs.

� Fox Life and Fox Crime are the perfect supporting channels – they could

deliver over great number of TRP’s per week and we believe it could happen on

an extremely competitive CPP price.

� Fox Life and Fox Crime viewers are young, active people with high socio

economical status – this target should sounds familiar…

end