The Company You Keep®

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“In The Game” Advertising Strategy

Enhancing the Brand’s Visibility and Perception

Chris SorgieCVP, Corporate Communications

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The average American is exposed to more

than 600 advertising messages per day.*

*Source: The Nielsen Co.

• Broadcast primetime viewership declines.

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-8%

2010 vs.

2009

• Sports TV viewing increases.

+16%

2010vs.

2009

Source: TargetCast tcm analysis of data from The Nielsen Co.

America loves watching sports

A25-54 Program Live RatingsDate Range:1/1/2009 - 12/31/2009 for CY'091/1/2010 - 12/31/2010 for CY'10

Sports Advertising Spend Soars

• Insurance category was the fifth-biggest with $528 million in 2010.

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+30%

2010vs.

2009

• Top 50 advertisers spent $6.6 billion on sports advertising in 2010.

+27%

2010vs.

2009

Source: SportsBusiness Journal analysis of data from The Nielsen Co.

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• Break through the clutter• Competitive environment• Limited budget

New York Life Advertising Challenges

Opportunity: In-Game Brand Integrations

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• Sports programming is watched live by 97% of the viewing audience.

• NYL branded features and signage appears within live game action.

• Added benefit of bonus exposure on sports highlight shows.

• Primetime shows rank amongst the ‘most DVR’d’ content.

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Brand Integrations During Live Sports

*Source: Nielsent TV ratings

**Source: COMCAST TV Pulse Survey 2010

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“In the Game” Strategy

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“In the Game” Strategy

“In the Game” Strategy includes:

• Big East Tournament

• SEC Football on CBS

• BYU and Utah Double Coverage feature

• Hockey overtime

• Safe and Secure baseball features

• UConn Men’s and Women’s Basketball

• Little League

• New York Life Protection Index

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New York Life’s Big East Title Sponsorship

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New York Life Cube Toss Challenge

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NYL SEC Football First Down Marker

• SEC Football on CBS – The #1 NCAA Football conference.

• New York Life logo is superimposed on the field along side the 1st down marker 4 times each game including the SEC Championship game.

• This is the first time CBS allowed an advertiser to digitally insert their logo inside live game coverage.

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Play Video Clip

Utah and BYU Double Coverage Sponsorship

• Entitlement of Double Coverage in-game feature during all Utah & BYU Foot Ball games on Mountain West Network

• In-game billboard and sponsor message

• Utah Challenge college scholarship

NY RangersNY Islanders

NHL OT Sponsorship: 7 teams & NHL Network

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NJ Devils

Play Video Clip

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He’s Safe at 2nd, Safe and Secure, New York Life

Safe & Secure MLB Features

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Expanding Safe and Secure Lexicon

• ESPN.com used the Safe and Secure language as a photo caption after Shane Victorino slid safely at home

• The San Francisco Chronicle used the Safe and Secure language in a headline when Buster Posey scored winning run.

• Center Court Logos• TV Visible Signage

New York Life Sponsorship of UConn Basketball

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• Presenting Sponsor of Record Breaking Game• UConn Women sets NCAA Record with 89 Consecutive Wins

New York Life Sponsorship of UConn Basketball

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Activation – Record Breaking Game

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• UConn Men win NCAA Tournament

New York Life Sponsorship of UConn Basketball

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Little League Sponsorship

• National Coverage– World Series on TV– Ad in Magazine– Signage– On-line

• Local Sponsorship– Over 125 leagues:– Child ID program – Field Signs– Logo on Uniforms– Social Media– E-mail & Newsletters

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Little League Sponsorship Activation

What is the New York Life Protection Index?

• The authoritative measure of a team’s aptitude in pass protection.

•Created by sports information leader STATS.

•Statistic is comprised of passing yards, sacks, hurries, knockdowns and penalties by the offensive linemen.

• Team rankings are updated weekly throughout the regular season.

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New York Life Protection Index Goals

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• To increase brand awareness among NFL fans.

• Deliver NYL “protection” message.

• Generate earned media.

• Provide engaging platform for social media.

• Generate leads

National/Local Media Coverage

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Next Steps: Personal Protection Index

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Brand Integrations: Radio City Christmas Spectacular

• Gift Box logo is integrated into the Time Square Scene of the Radio City Christmas Spectacular.

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Summary

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• High impact and innovative

• Delivered relevant messages

• Reached an engaged audience

• Bonus impressions

• Positive feedback from agents and managers

• Opportunities for activation and lead generation

• Helped lift unaided brand awareness, improved brand perception and increased purchase consideration

Q & A