The Simpsons

The Simpsons
Sponsorship & Activation Proposal
The Simpsons
Sponsorship Proposal
The world's longest running sitcom is available for sponsorship
• America’s first family, Homer, Marge, Bart, Lisa and Maggie are back on Sky 1 HD for a brand new series in
2015/2016, delighting audiences for over 25 years with its unique satirical humour.
• Sky 1 is giving a brand the opportunity to sponsor every episode of it’s heartbeat show, The Simpsons, on
Sky 1 HD for an entire year, which is over 1,300 episodes!
• Sponsorship covers not only the brand new episodes, right where they belong in their original Sunday night
6.30pm slot, but also the huge catalogue of repeats being played across the week.
The Simpsons
Still going strong!
The Simpsons is ‘funny’, ‘family-oriented’ & ‘timeless’
Respondents of all ages give positive responses
Guaranteed to be funny
Family-oriented
Timeless
‘The Simpsons is funny and entertaining
and not afraid to be controversial, which I
like. It also has a great variety of funny
characters’
Viewer, 55-64
‘Funny entertainment show that all the
family can watch, interesting characters,
lots of colour and watched by many’
Viewer, 35-44
‘I've watched it since I was little so I love it…
I think I've seen almost every episode! It
still makes me laugh a lot. It's very
nostalgic for me’
Viewer, 18-24
‘It is funny,
original and
entertaining’
Viewer, 35-44
‘Very funny, and is now
iconic’
Viewer, 45-54
‘Funny animated cartoon that deals with
real-life, famous people. Very funny and
humorous’
Viewer, 45-54
‘Family fun
comedy, very
humorous’
Viewer, 35-44
‘It is far more familyfriendly than Family Guy,
we love it’
Viewer, 45-54
‘Great family entertainment, can be
watched by all. Very funny quite up to date.
Refreshing. Would recommend to all’
Viewer, 45-54
‘As funny
now as ever’
Viewer, 45-54
‘Very entertaining and
continues to be brilliant’
Viewer, 18-24
‘An enduring cartoon that is still great as it
keeps up with current events’
Viewer, 45-54
Q.5 We would now like to ask you about your opinion of The Simpsons. Please tell us your thoughts and opinions of the programme in as much detail as possible below. Sky Simpsons viewers. Populus/IDS Sky Media 2016
The Simpsons helps brands connect with Family audiences & improve
brand metrics
Research insights from a 6 month sponsorship
Our partnership with The Simpsons last year enabled us to improve key brand image metrics
amongst viewers of the show.
The show’s audience that were aware of the sponsorship were more likely to talk about and
connect with our brand than non-viewers of the show. The Simpsons was a great fit for us and
allowed us to get BRIAN and toy BRIAN in front of a family audience”.
Fiona Creedon, Head of Advertising at Confused.com
The Simpsons
Why people still love The Simpsons
• Not just the longest-running cartoon, The Simpsons is the longest-running American primetime
scripted show. It's been around longer than anything, except the news!
• The Simpsons has won 31 primetime Emmy awards across 4 categories. The show was also awarded a
star on the Hollywood Walk of Fame.
• TV Guide Magazine has ranked The Simpsons as the greatest TV cartoon and the 10th greatest show of all
time.
• It has seen world class writers including Conan O'Brien and Brad Bird, with occasional guest contributors
including Ricky Gervais, Jud Apatow and Seth Rogen.
• The show has long had celebrities clamouring to be involved. It's had guest appearances from, well,
almost everyone; Richard Branson, Parrell Williams and Eva Longoria have all been rendered in yellow, with
more still waiting in the wings.
• Famous for the spectacular and ever-changing opening credits, guest stars and well-placed references
to popular culture, the show's greatest strength is, bizarrely, its realism.
The Simpsons continues to deliver
Highlights
Great opportunity to see – over
383 episodes tx in Q2 2015
Fantastic reach of 3.52m across a
3 month period
1,320 idents over a 3 month
period
Source: TechEdge BARB Apr-Jun 2015 Inds. Q2 2015 refers to 380+ Simpsons episodes, TX on Sky 1 Stagger during this period. Cover:
1+ Individuals (3min cont)
The Simpsons
Highlights
Recent and upcoming celebrity
cameos include Cat Deeley,
Richard Branson, Pharrell Williams,
Seth Rogan, Eva Longoria and
Johnny Mathis
Daniel Radcliff visits Springfield as
Diggs in Season 25
The Simpsons get the Lego
treatment in August 2014
The Simpsons attracts a fresh audience
Building impressive incremental cover every week, even into the 200+ episode
12,000
Inds 000’s
10,000
8,000
6,000
4,000
2,000
0
Average incremental audience lift
each week of 610k
Week
Source: TechEdge BARB Apr-Jun 2015 Inds. Q2 2015 refers to 380+ Simpsons episodes,
TX on Sky 1 Stagger during this period. Cover: 1+ Individuals (3min cont)
The Simpsons
Sponsorship Opportunity
The Simpsons
Key Benefits for Sponsor
• Association with the most established and iconic family show giving the sponsor huge credibility
• Opportunity to activate this opportunity beyond broadcast sponsorship, allowing the sponsor to utilise
the assets in store and on pack strengthening the partnership.
• Is an exclusive opportunity to associate with brand new episodes as Sky 1 is home to all UK premieres of The
Simpsons, 4 years ahead of C4 and other competitors
• Tea time appointment to view provides an opportunity for a brand to target an entire family
• The Simpsons is relatable to a wide audience as it is easy to follow yet has clever storylines that document
everyday life in a humorous and touching way
• Viewers have a long term positive relationship with the show due to the familiarity of characters and story
lines
• Celebrity Cameos and bespoke opening sequences make the show feel culturally relevant & fresh, whilst
creating buzz around the show
The Simpsons
Scheduling & Accreditation
• Sky 1 HD, Sky 1, Sky 1+1
• Available from November 2015
• Brand New episodes TX 8th November - 20th December 2015 and 28th Feb – 5th June 2016
• We predict there to be approximately 1,320 episodes scheduled throughout a 12 month period…..
that’s 110 episodes per month or 27 episodes per week
• There is a significant upweight of episodes during school holidays
• All episodes are 30 minutes in length and so will carry 1x 15” opener, 2x 5” break bumpers and 1x 15” closer
*subject to scheduling changes
The Simpsons
UK Sponsorship deliveries
• 12 month sponsorship expected to reach 6.21m Ads 1634 (42%) with an OTS of 104
• Delivery for 12 month would equate to 4,341 actual ratings (2,279 30” equivalent ratings)
• 6 month sponsorship expected to reach 4.72m Ads 1634 (32%) with an OTS of 68
• Delivery for 6 month would equate to 2,105 actual ratings (1105 30” equivalent ratings)
• 3 month sponsorship expected to reach 3.52m Ads 1634 (24%) with an OTS of 47
• Delivery for 3 month would equate to 1,133 actual ratings (595 30” equivalent ratings)
The Simpsons
Republic of Ireland Sponsorship deliveries
• 12 month sponsorship expected to reach 544k Ads 1534 (49%) with an OTS of 63
• Delivery for 12 month would equate to 3,098 actual ratings (1,332 30” equivalent ratings)
• 6 month sponsorship expected to reach 443k Ads 1534 (41%) with an OTS of 36
• Delivery for 6 month would equate to 1,447 actual ratings (622 30” equivalent ratings)
• 3 month sponsorship expected to reach 349k Ads 1534 (32%) with an OTS of 21
• Delivery for 3 month would equate to 688 actual ratings (296 30” equivalent ratings)
The Simpsons
Partnership Investment
12 Months
6 Months
3 Months
•
4,341 UK actual ratings / 2,279 30”
equivalent ratings (Ads 16-34)
•
2,105 UK actual ratings / 1,105 30”
equivalent ratings (Ads 16-34)
•
1,133 UK actual ratings / 595 30”
equivalent ratings (Ads 16-34)
•
Reaching 6.21m (42%) Ads 16-34
(UK)
•
Reaching 4.72m (32% ) Ads 16-34
(UK)
•
Reaching 3.52m (24% ) Ads 16-34
(UK)
•
3,098 ROI actual ratings / 1,332
30” equivalent ratings
(Ads 15-34)
•
1,447 ROI actual ratings / 622 30”
equivalent ratings (Ads 15-34)
•
688 ROI actual ratings / 296 30”
equivalent ratings (Ads 15-34)
•
Reaching 544k (49%) Ads 15-34
(ROI)
•
Reaching 443k (41%) Ads 15-34
(ROI)
•
Reaching 349k (32%) Ads 15-34
(ROI)
•
Logo on online show pages
•
Logo on online show pages
•
Logo on online show pages
£1,500,000
Media Value £11.54m (40% off ITV Ads1634)
£800,000
Media Value £5.85m (40% off ITV Ads1634)
£425,000
Media Value £3.01m (40% off ITV Ads1634)
The Simpsons
Activation
The Simpsons
Activation
• The sponsor will have the opportunity to partner
with The Simpsons and at additional cost can have
on pack accreditation and use of characters.
• Options include:
– Use of Existing Artwork (2D and 3D)
– Creation of new artwork (2D and 3D)
• Opportunity for Restaurants (non HFSS) to offer The
Simpsons premiums with the purchase of a meal in
store.. Optional story displays and signage in store
and custom commercials.
The Simpsons
Big Brand Partnerships
• In 2008 Renault partnered with Fox to launch a
limited edition Simpsons branded car.
• The Simpsons Renault Kangoo was dubbed the
‘ultimate family car’ and the ‘ultimate product for
the ultimate Simpsons fan’.
• Each Simpsons branded Renault was fitted with an
integrated sat-nav system with the voice of Homer
and ‘The Simpsons’ badge on the rear featuring the
whole family.
The Simpson
Big Brand Partnerships
• In two and a half decades, she has never changed
her look. That’s why MAC cosmetics have launched
their very own make up range celebrating Marge and
the 25th anniversary of the beloved series.
• On her favourite pieces in the collection Marge ‘says’
in the release “They’re all so great, but I must say
that Lisa’s Spikes really works well with my skin tone
and of course, Beehive Blue complements my hair
perfectly”.
• The limited edition range was launched at Comic Con
2014 and has since sold out!!
Thank you
Appendices
UK Audience deliveries
Broadcast Deliveries
UK – 12 months
Individuals
Adults
HWCH
Ads 16-34
WM1634
Housewives
Kids
Ave TVRs 1st Runs
0.98
0.88
1.47
1.54
1.34
0.81
1.60
Ave TVRs Repeats
0.47
0.41
0.75
0.81
0.74
0.39
0.82
Actuals
2,526
2,206
4,023
4,341
3,960
4,206
4,398
30”Equivalents
1,326
1,158
2,112
2,279
2,079
2,208
2,309
Coverage %
32.0
30.5
42.7
41.9
40.6
28.8
43.8
18,705
15,188
2,931
6,215
3,011
7,560
3,842
78.9
72.2
94.3
103.6
97.7
146.0
100.4
Coverage (000s)
OTS/Frequency
Broadcast Deliveries
UK – 6 months
Individuals
Adults
HWCH
Ads 16-34
WM1634
Housewives
Kids
Ave TVRs 1st Runs
0.98
0.88
1.47
1.54
1.34
0.81
1.60
Ave TVRs Repeats
0.47
0.41
0.75
0.81
0.74
0.39
0.82
Actuals
1,229
1,075
1,953
2,105
1,918
1,970
2,135
30”Equivalents
645
564
1026
1105
1,007
1,034
1,121
Coverage %
24.0
22.7
32.6
32.2
30.6
20.5
31.3
13,983
11,253
2,229
4,720
2,248
5334.52
2,730
53.6
49.5
62.8
68.4
65.5
101.1
71.4
Coverage (000s)
OTS/Frequency
Broadcast Deliveries
UK – 3 months
Individuals
Adults
HWCH
Ads 16-34
WM1634
Housewives
Kids
Ave TVRs 1st Runs
0.98
0.88
1.47
1.54
1.34
0.81
1.60
Ave TVRs Repeats
0.47
0.41
0.75
0.81
0.74
0.39
0.82
Actuals
665
583
1,053
1,133
1,030
998
1,151
30”Equivalents
349
306
553
595
541
524
604
Coverage %
17.7
16.4
26.0
24.0
23.2
15.2
25.0
1,0314
8,135
1,779
3,522
1,705
3,957
2,179
37.6
35.5
40.5
47.2
44.3
65.8
46.1
Coverage (000s)
OTS/Frequency