GET TUNED INTO UP TO 11.2 MILLION CANADIANS FROM COAST-TO-COAST. TELEVISION

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1 GET TUNED INTO UP TO 11.2 MILLION CANADIANS FROM COAST-TO-COAST. TELEVISION MEDIA KIT 2013

2 11.2 million residential television subscribers across Canada have access to The Weather Network and MétéoMédia. We re in tune with Canadians from coast-to-coast. MediaSTATS, June 2012 WHY ADVERTISE ON THE WEATHER NETWORK? INTRODUCTION... 3 PROGRAMMING... 4 Local Forecasts on the Tens... 6 National/Regional Forecast... 6 Active Weather Forecast... 6 School-Day Forecast... 7 Destination Forecast... 7 UV Report... 7 Traffic Report... 8 Pollen Report... 8 Lawn & Garden Forecast... 8 Force of Nature... 9 The Emergency Preparedness Report... 9 ADVERTISING OPPORTUNITIES Local Forecast Sponsorships Customized Weather Forecasts PMX Tagging Weather-Sensitive Advertising Weather Triggers Dot Spots Closed Captioning REACH Whom Will You Reach? Cable and Satellite Household Penetration #1 Specialty Network Viewer Demographics Cross Platform Opportunities

3 GET BROADCAST WITH BROAD REACH Put our unique programming mix to work for your brands. When it comes to television advertising for your brands, only The Weather Network gives 100% unique Canadian programming and, at 99%, gives you the second highest penetration of cable and satellite homes in English Canada. MétéoMédia gives you the second highest penetration of cable and satellite homes in Quebec at 97.2%.* All of which means, that if you re looking for reach you ve got it. And something else a truly engaged Canadian audience that makes The Weather Network part of their everyday life, often checking in several times each day as they make plans for their day, week and life. Only The Weather Network offers you advertising opportunities such as PMX tagging, weather-triggered advertising, and customizable forecasts just to name a few. You won t find these opportunities anywhere else. Position your brands in a unique way while reaching the consumers you want, in more ways than you ever thought possible. Add to this, segment sponsorships for extended exposure your brand can reach more than 11.2 million residential and commercial cable and satellite subscribers. *(Source: MediaSTATS June 2012) The Weather Network received the honour of being named Harris/Decima s EquiTrend Brand of the Year for 2012 in the Specialty Television Channel Sector. (Source: Harris/Decima EquiTrend 2012) 3

4 THE WEATHER NETWORK PROGRAMMING

5 THE WEATHER NETWORK PROGRAMMING Our programming mix can help you reach your target audience. You ll find our programming goes far beyond simple forecasts. We offer rich insight into how the weather affects everything from industry, agriculture, recreation and the environment, to the lives of 26% of English speaking Canadians aged 18+ per week.* We also broadcast specialized reports designed to suit our active Canadian lifestyles. And all of this is delivered by friendly, knowledgeable on-camera personalities who connect with our audience. Bottom line: If you re looking to reach everyday Canadians from all walks of life mothers with small children, the business-travel and leisure-travel crowd, anglers, snowboarders, gardeners, cottagers, the do-it-yourselfers The Weather Network has the proven expertise to help you zero-in on whom you want to reach, when you want to reach them. *(Source: Sept to Aug. 2012; Ad18+; Mo-Su 2a-2a) 7 out of 10 Canadian adults check the weather every day. (Source: Segmentation Study Environics Aug 2012) 5

6 THE WEATHER NETWORK PROGRAMMING Local Forecasts on the Tens Leverage our national network for your brand. Patented forecast engine. 30 meteorologists. 1,200 communities. Only The Weather Network delivers localized forecasts every 10 minutes on the tens just one of the reasons why we ve been voted Best Forecasts on Television for nine years straight.* *(Source: BBM Analytic/TVQ Survey Dec 2010) National/Regional Forecast Fit your brand into Canada s lifestyle. Aired twice each hour, the National Forecast (Regional in major markets) looks at how major weather systems affect regional conditions over a span of five days. Be top of mind when people make their long-term plans. Active Weather Forecast Promote your brand day-to-day. Place your brand where Canadians go to see how the weather affects their day-to-day lives with our Active Weather Forecasts. It s national coverage for a nation that s obsessed with the weather. With local forecasts every 10 minutes, you have 144 opportunities a day to connect your brand to Canadians. 6

7 THE WEATHER NETWORK PROGRAMMING School-Day Forecast Reach key decision makers. The School-Day Forecast provides your brand with the opportunity to reach household decision makers. Targeted at parents of primary school children, the School-Day Forecast provides a look at local conditions for the trip to and from school with an emphasis on precipitation, temperature, winds and wind chill. You get to reach parents every day. Destination Forecast Reach the business- and leisuretravel crowd. Destination Forecast lets your brand connect with business and vacation travellers. They get the most-up-to-date forecasts for major Canadian and U.S. destinations. UV Report Seasonal exposure for your brand. The UV Report is broadcast from early morning to noon each day during spring, summer and fall. It provides Canadians with the forecasted UV factor for that day and you with another great way to connect with your audience. You can reach more than just Canadians with The Weather Network there s an audience of international travellers that you can tap into too. 7

8 THE WEATHER NETWORK PROGRAMMING Traffic Report Drive traffic for your brand. The Traffic Report features southern Ontario s most complete traffic update with over 200 cameras at the disposal of trusted commuter reporter, Tom Reynolds. Brought to you by Pollen Report Exclusive seasonal opportunities for your brand. The Pollen Report is exclusive to The Weather Network. This feature forecasts tree, grass and ragweed pollen counts for 18 markets across Canada. Which means that if you re looking to connect with an audience concerned with health issues, you can do so right here. Lawn & Garden Forecast Grow brand awareness. This forecast is presented to a truly captive audience from April until October. The Lawn & Garden Forecast is designed to provide information regarding the best days to water, fertilize and plant. Reach your target audience - integrate advertising for your product or service with specialized content like the UV Report, the Pollen Report, and more.v 8

9 THE WEATHER NETWORK PROGRAMMING Force of Nature A look at the wildest videos of Mother Nature in full force around the globe. Footage from our viewers and media partners around the world showcase the dynamic and destructive side of weather. There are three versions: Canadian, International, and Extended. :10 second intro includes clients logo and a voice over with sponsor name and positioning statement. The Emergency Preparedness Report Prepare your brand for success. Being prepared is half the battle. During Emergency Preparedness Week we run special reports, as well as long-form programming covering topics like tornado season, hurricane season, and the winter outlook. Contact our sales team for more information on these special features. 9

10 PROGRAMMING & ADVERTISING OPPORTUNITIES

11 PROGRAMMING & ADVERTISING OPPORTUNITIES Local Forecast Sponsorships Position your brand locally. Associate your product or service with a targeted weather forecast or report, and create advertising impressions far beyond the traditional :30-second spot. Each Local Forecast sponsorship includes: :05-second introduction with logo and a :05-second voiceover: This Local Forecast brought to you by your brand. Advertise your logo on-screen throughout the 2-minute duration of the Local Forecast it s a great way to get geo-specific exposure for your product or service. :10-second voiceover with ²/ ³ size logo on centre screen: This Local Forecast was brought to you by your brand, making things better since Sponsor local forecasts to geo-target your audience. 11

12 PROGRAMMING & ADVERTISING OPPORTUNITIES Customized Weather Forecasts Integrate you brand, your way. Work your brand into a :30-second weather report that we can develop to include customized weather-related content to highlight your product or service. A customized weather forecast or report can take the following forms: A :05-second intro with sponsor logo and voiceover, followed by :25-seconds of a presenter with customized weather forecast or report will take the following form: A :10-second intro with sponsor logo and voiceover [i.e. This report is brought to you by <sponsor name>, making things better since ], followed by :30-seconds of customized content. The sponsor logo appears in the ticker during the :30-second portion. Customized Weather Forecasts can contain information and visuals relevant to your brand, such as maps, weather boards, text-driven data, or even a fully produced vignette with music and voiceover. Customized Weather Forecasts let you control the way you integrate your brand with content that you help shape. 12

13 PROGRAMMING & ADVERTISING OPPORTUNITIES yourcompany.com 123 Your Street Yourtown, NS A7V 1J1 Phone: (902) PMX Tagging Patented technology for your brand. Another exclusive, The Weather Network is the only English-language network in Canada that gives you market-addressable tags to over 1,200 communities simultaneously. Tags are typically :10-seconds in length and follow a :30-second national commercial. PMX Local Tag Applications: Identify retail/dealer locations Promote price and items by market Identify different numbers by region or market Tags can be funded through co-op advertising programs yourcompany.com 123 Your Street Yourtown, BC V7V 1J1 Phone: (604) yourcompany.com 123 Your Street Yourtown, ON M7V 1J1 Phone: (416) With PMX Tagging, Weather Triggers, and Pre-Roll Video, The Weather Network has a selection of brand integration solutions you won t find anywhere else. 13

14 PROGRAMMING & ADVERTISING OPPORTUNITIES Weather-Sensitive Advertising (WSA) Weatherproof your brand. WSA gives you the ability to promote your product or service based on weather conditions throughout Canada. So we can promote umbrellas in Vancouver, snow shovels in Calgary and gardening supplies in Oakville at the same time. Details: :10-second still, based on 9 weather criteria 1. POP >70% 6. Humidex >30 2. Max. Temp. >25 7. Snow >10 cm 3. Min. Temp. <10 8. Rain 4. Winds >20 km/hr 9. Freezing rain 5. Wind chill < 15 Weather-sensitive advertising gives brands the ability to promote their product or service, based on weather conditions throughout Canada. 14

15 PROGRAMMING & ADVERTISING OPPORTUNITIES Weather Triggers Use the weather to your brand s advantage. Weather Triggers offers your brand the flexibility to harness certain forecasted weather conditions with the option to schedule additional commercials based on our short-range forecast feature. Here s how you can leverage weather-triggered placement for your brand: Establish predetermined weather conditions (temperature, precipitation, humidex) and set the terms for how many commercials you d like to place within your campaign or flight. The Weather Network has an average weekly reach of close to 4 million people between the ages of 25 and 54. (Source: BBM NMR; Total Canada; Sept 2010 to Aug 2011; Ad 25-54; Mo-Su 2a-2a) 15

16 PROGRAMMING & ADVERTISING OPPORTUNITIES Dot Spots Drive them to your website. Dot Spots are :5-second commercials that are designed to build your site traffic. Dot Spots typically include your product or service, company logo with accompanying URL, as well as a voiceover: For more information, visit Closed Captioning Spot Secure a :10 second spot with your logo and front and centre. Closed Captioning is brought to you in part by {sponsor plus positioning statement}. Dot Spots and sponsoring Closed Captioning are great ways to create awareness for your brand. 16

17 REACH

18 REACH Whom will you reach? Every day, 3 out of 4 Canadian adults check the weather. 37% of Canadian adults check the weather several times per day.* So what can this add up to for your brand? 54% of Canadians feel that weather information is important to them.* The Weather Network is the first choice for weather amongst 40% of English Canadians who choose television as their primary source of weather. *(Source: Ipsos 2012) The Weather Network Broadcast Reach by the numbers: 11,133,508 Cable & DTH Subscribers ** 10,685,201 Household Subscribers ** 448,307 Commercial Subscribers ** MétéoMédia Broadcast Reach by the numbers: 5,096,901 Cable & DTH Subscribers ** 4,951,529 Household Subscribers ** 145,372 Commercial Subscribers ** (Source: MediaStats, August 2012) **The Weather Network 71% of Canadians check the weather at least once per day. (Source: Segmentation Study Environics Apr 2012) 18

19 REACH Cable & DTH Household Penetration Rates English Canada (Source: MediaStats, August 2012) The Weather Network has 99% penetration of cable and DTH HH subscribers in English Canada while MétéoMédia has 97.2% - that s reach! (Source: MediaStats, August 2012) 19

20 REACH The Weather Network leads specialty networks in Canada Overall the The Weather Network is a strong brand, with an Equity score of 68.3, putting it in the top 10% of all brands. Among French speakers, MétéoMédia performs very strongly with an Equity Score of The Weather Network s Quality score is 7.3, which is near the top of the competitive set and in the top 25% of all brands. MétéoMédia also has a Quality score of 7.3, among French speaking Canadians. Both brands also score highly on Purchase Consideration, The Weather Network scores a 7.7, putting it in the top 10% of all brands and MétéoMédia scores a 7.9 among French speakers. Familiarity is high for both brands as well. The Weather Network places just behind the CBC, CTV and CTV New channel, putting it in the top 10% of all brands with a score of 88%. MétéoMédia scores a very high Familiarity rating of 96% among French speakers. Source: Harris Decima EquiTrend 2012 Image: Include graph from file #1 Specialty Network Affiliate your brand with the #1 specialty network in Canada. Canadians know and trust The Weather Network. 20

21 REACH 20 Million Canadians Put Their Trust in The Weather Network and MétéoMédia Connect your brand to the best in the business. Users are frequently bringing a second screen into the mix while watching television. Ensure your brand is front and centre across all of The Weather Network and MétéoMédia s properties. Contact us today to build the perfect cross-platform campaign for your brand. The Weather Network contains 100% unique Canadian Programming. 21

22 REACH AVERAGE WEEKLY REACH BY AGE (Source: BBM NMR; Total Canada; Sept to Aug. 2012; P2+; Mo-Su 2a-2a) 42% of The Weather Network s viewers are between the ages of 25 and 54. (Source: BBM NMR; Total Canada; Sept to Aug. 2012; P2+; Mo-Su 2a-2a) 22

23 For more information, please call us at ext. 1408, or us at

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