Executive Vice President, Client Meeting Welcome

(Coming out of the opening sizzle video. Tone is excited, conversational and business-forward.)

What a perfect opening for today. The excitement around sports and LIVE is palpable these days, especially here at the Seaport.

I’ve personally been looking forward to today because this is the first time I’ve had a meeting on a rooftop where steps away shows like Get Up! and First Take film. And with one of our biggest sports partners, this really is remarkable.

On behalf of Disney Ad Sales, I’d like to welcome you and express my excitement to see you all here in person to both celebrate our partnership and look to the future together.

Our ultimate goal as partners is to take your brands further and provide you with opportunities that only Disney can.

And here’s what we’re going to dig into today –

You’ll hear about our new, not yet released, Generation Stream Sports study and how the sports streaming insights we’ve discovered can help you connect with and activate on this audience.

We’re excited to hear from (client name) about your priorities and how you’re looking forward. This will help inform our conversation throughout the day.

We’ll talk about our Programmatic Playbook and the benefits that biddable can bring to your business.

Your brands do big things when it comes to Social. Let’s talk about the opportunities that Social partnerships can present every single day.

Next, we’ll hit on College Football. What’s coming up in both the long-term and short-term.

And then, Content! What’s in the pipeline and how can we partner together to create something groundbreaking?

We’re looking forward to an interactive discussion – so please feel free to jump in and ask questions.

And, speaking of questions… NBA Analyst and ESPN host (talent name) will be joining us for a Q&A followed by lunch.

A tremendous agenda. Thank you (client name) and (client name) for helping us craft it and, again, thank you for your partnership.

So, as the video we all just watched so eloquently put it… Let’s Go!

ESPN Talent Video Script

(ESPN Social Media offering. Tone is young and authentic to the social media space.)

What’s up! I’m (talent name).  

We know that in today’s world… it doesn’t really happen unless it trends on social media. With both the largest # of followers AND total social engagement, ESPN is the most fire sports brand. Don’t at me … On the Gram. With a Snap. In the Twitterverse. And increasingly on Tik Tok.

In fact, ESPN is one of the fastest growing media brands on TikTok, point, blank, period, with over 263% growth year over year! There are now over 15 million followers on our main account – 47 percent of which are women. Because women love sports just as much as men … obviously.

ESPN’s social reach is young and excited! We meet sports fans with original digital programming and branded content featuring a deep bench of ESPN influencers, including … hi, me. For you, our advertising partners, our social opportunities present a tremendous connection point with this audience in an authentic way.

I’m going to leave you with this ... ESPN had a record 4.2 Billion social engagements last year. Each of those is an opportunity for your brand to connect. Meaning, ESPN social is a must-have to complete any sports marketing partnership strategy – don’t leave your plan lacking. 

Let’s collab and build a customized social program, together. I’ll be here to help.

How’d I do (executive name)?

ESPN Vice President Script, College Football Summit

(Tone is business/sales-forward.)

ESPN is THE home of College Football! It’s a powerful platform that should be in your marketing mix.

This is the time to create a customized program that delivers incremental reach and over-achieves your brand’s objectives.

If you have a new product launch; want to amplify your brand; or if you’re just planning for the fall…it’s quite simple, ESPN College Football is a MUST have.

And here’s why…. reach and scale, our unique audience and the brand building opportunities that drive your business…  

College Football delivers over 163 million fans during the regular season and 83% of those fans watched on ESPN and ABC!

Today’s college football audience is affluent, educated, family-centric, AAAAANNNNDDDD…female. 35% of ESPN’s College Football audience are women, which is higher than any other major sport on the network. 

Additionally, College Football trends younger across screens, and is one of our most streamed sports. 15% of the total audience came from streaming during the regular season…that’s up 40% vs last year. Also, more than a quarter of college football’s 18-34 audience comes from streaming. A clear reminder that if you are just buying the games on television you are missing the chance to connect with our younger fans.

And as we plan for linear, frequency is always important. A recent study conducted on behalf of one of our top College Football sponsors showed that adding two units in game delivered significant increases in reach. We were able to determine that by adding two units, totaling one per quarter, we increased reach by additional 23%.. That’s an insight that drives sales and we’d love to work with you to maximize your investment with us.

On any given Saturday, fans can follow in real time, watching hundreds of highlights across espn.com; the app and social. Those highlights reach millions of fans and every one can have your message connected to them. That’s incremental reach and scale that only ESPN can deliver. So if you want to engage with College Football’s ENTIRE audience, then you have to go beyond linear.

Our Digital Live shows are highly customized, built for brand-led experiences and offer even more flexibility than what you can find on linear. They intentionally have a different look and feel than our TV shows… Younger fans want authentic and engaging content and that’s what our digital live shows deliver. These are the college football shows for the next generation…and they bring in 3.4 million viewers each week.

For me and College Football fans, the most wonderful time of the year is when College Football kicks off Labor Day Weekend!  Over 100 million fans come to the ESPN platform.  Some would say the season really starts with the #1 Pregame show… ESPN’s– College GameDay! ----- Insights, predictions, expertise and personalities --- An UNMATCHED experience...

Brands who have leaned in to this powerful vehicle, have seen significant lifts across key metrics.

The momentum continues to build all-season long with our wall to wall coverage and the best matchups driven by our expansive conference rights.

As we hit the colder months, things really heat up!  Early December opens with Conference Championship Weekend followed by 32 bowl games the last 10 days of the month to help tackle your holiday shopping push. It all culminates with the crowning of a National Champion in the College Football Playoff to kick off the New Year.

Let’s talk about powerhouse reach… January’s College Football Playoff and New Year’s Six Bowls delivered close to 60MM viewers across our platform.

Brands who activate in these games generate 27x greater search activity for a spot versus a primetime placement.  This reach and engagement, critical for so many brands in the New Year, is simply not available anywhere else.

With New Year’s in mind, I would like to share a very rare opportunity. The Presenting Sponsorship of the Rose Bowl game, which has truly become a prestigious brand for the modern day. There’s no better setting than the Rose Bowl at 5pm on January 1st as 90,000 passionate fans transform Pasadena into a sea of color and 31MM people tune in to watch.

The Rose Bowl Game delivers the upscale audience you want AND reaches more women 18-49 than the Golden Globes, Emmy’s or Billboard Music Awards.

To be clear, however, this is a partnership that starts well before New Year’s Day. This is a, custom, cross-platform opportunity that takes your brand from kickoff weekend to the last seconds of the National Championship game. Your brand will also become be part of the CFP sponsor family with exclusive rights to both the Rose Bowl Game and College Football Playoff marks.

And when you get in the game with us, you have the ability to elevate the impact of your brand through custom integrations, unique sponsorships and access to our award-winning Disney CreativeWorks team.

Personally, I cannot wait to see fans back in the stadiums and the passion and pageantry of college football on full display this Fall. This is the time to get involved with College Football on ESPN. We look forward to speaking with you soon.

Now I’d like to introduce (ESPN Talent), NBA Countdown Host and College Sports Host & Reporter for some final Q&A with our special guests.  Thank you!

Video Interstitial Script

(Breaking down a complex topic into a quick, easy to digest video for a mass audience. Tone is light and educational. Visual cues included in italics.)

Interstitial Concept

Using an animated infographic, we will create a narrative about how Disney defines Addressable and how the marketplace defines Addressable. A wire will be the device that is weaved throughout the video and connects the dots. We will incorporate Client comments within this piece for context around the marketplace element. (5 Minutes)

Video Script

Open video with clients quotes populating the screen. The video will pay this off to make the point of the marketplace not being aligned on what Addressable is.

(3 Disney Executives) all appear on screen either wearing or holding something that is quintessentially Disney. (Disney Executive 1) is sitting on a magic carpet (channeling Aladdin), (Disney Executive 2) holding a leash with Pluto on the other end who is sitting next to her patiently, and (Disney Executive 3) is wearing Minnie ears.

(3 Disney Executives) characters all standing in a living room.

Hi Everyone. We’re here to talk to you about Addressable Advertising and what it means for you. Let’s start by defining it.

Addressable Advertising is advertising that connects brands with individual consumers or households by leveraging some sort of consumer information.

(Visual:  home address, email address, mobile, IP address.)

Let’s break this down a bit.

(Zoom into an old school living room from the earlier days of TV; family of 4 watching Happy Days on a tv with bunny ears  – introduce timeline graphic in form of a wire.)

Back in the day, advertising was simple. Everyone showed up at a scheduled time to watch a show. So advertisers would run one message at one time to reach a lot of people. They knew people were tuning in because there were no other options.

Fast forward timeline to today, family of 4 in the living all on a different device, consuming content differently. Wire graphic expands to connect to all devices.

Today, there is so much fragmentation that advertisers have more options and need to leverage more platforms to make an impact. (visual with all of the platforms popping up. Digital, Streaming TV, CTV, Smart TV, OTT)

Plus, ads are now skippable, cord-cutting is the hot new(ish) trend, ad-free environments are popping up more than ever before and an ever-increasing variety of programming and screen choices compete for your attention. (visual – attention spreading thin, too many choices).

(Visual: Transition to Streaming, Same home, same show different devices, different ad on each device)

In addition, technology has advanced for consumers in the form of connected devices, smart phones, smart TVs and the like, which enables them to watch and engage with content across screens whenever they want. (funny rejoinder) Speaking of streaming, which is direct to consumer, all advertising is now direct to consumer. In other words, we are able to best serve our audience by serving the most relevant ad to each and every one of them.

(Zoom out of living room, back to (3 Disney Executives) – transition into talking about Disney’s Data capabilities and audience graph)

Okay, what does this all mean? Technology has evolved. And because of this evolution we at Disney have had to evolve how we address people. The device ecosystem has grown and so have our targeting and personalization capabilities.

We can activate across screens and devices and can make connections to our audience regardless of whether they are watching Black-ish Live on Tuesday evenings, on demand over the weekend or are binge watching old seasons via Hulu.

With Addressability, advertisers do something better than reach everyone. They reach the right people. It’s more important than ever to be relevant to consumers.

And, at the end of the day it’s all about what can learn from this type of advertising that truly gives us an advantage. After a campaign runs, not only can we show effectiveness, but we are able to attribute specific actions to ads on our properties. Advanced advertising enables us to be smarter and more efficient on the front end and the back end.

(Visual: Transition to content on digital platforms.)

Digitally, we have the ability to prioritize an audience-first approach and will soon be able to manage specific messaging based on where the audience is consuming the content, and when and where they saw the ad. This enables retargeting, sequential messaging and frequency capping, something that our Clients value more than ever with all the viewing options that are currently available to consumers. 

For our Clients, this is all a way of connecting their brands, products and services with the people who’d be most interested in them, at the exact time they’re most ready to hear from them. This has the added bonus of both reducing waste for our clients, and creating a better content experience for our consumers.

(Visual: Capability to engage an audience with different creatives - message to someone who is clearly already a consumer of the product)

So let’s go back to where this all began - your TV. Through advancements in technology, set top boxes are now acting similar to digital ad servers which enable MVPDs and vMVPDs to serve addressable ads into linear TV. Disney can use data to optimize an advertiser’s buy by focusing not only on content, but also target and segment by audience.

Here’s where it gets interesting. If you talk to some of our clients, they may be buying advanced TV via a product known as Data-Driven Linear. So what is DDL and how is it different from Addressable?

While they both utilize data to make purchasing decisions, Data-Driven Linear allows our Clients to maximize effectiveness and reach strategic targets with data-informed optimized linear schedules across Disney’s portfolio. With Data-Driven Linear, we know that contextually (using demographics, interests, and viewing behavior) viewers of that program or network are more likely to be interested in a certain product, but all those viewers or homes will still be served the same ad. With Addressable, two homes may be watching the same program or consuming the same content at the same time and be served different ads all together with Addressable technology.

Today more than ever, audiences want access to their favorite content, wherever and whenever they choose. And we put them first by providing them that choice and control, making our content available on all screens and providing advertisers the opportunity to reach them everywhere, too. And by owning the content itself, we create a seamless experience for the client to engage with their true target.

(Visual: Tech + Data + Content)

At Disney, we are positioned for success because we have addressability at scale. We have an unmatched portfolio of content and already think about our consumers first. And with our data and technology capabilities, we know them well. Our Disney Ad Sales Audience Graph encompasses all devices and accounts associated to a given household and contains all attributes and engagement known against all associated IDs. We own the services that enable our advertisers to reach their desired consumers.

(Visual: Disney IP from all brands shown across all devices.)

 Disney is leading the way when it comes to Addressable in the marketplace as well. You have seen from our Clients throughout this video that there is not one standard definition of Addressable used by all which allows for us to educate and partner with our Clients as we help them to navigate the Addressable waters.

(Visual: The Disney Data Difference)

So while a panel used to be the currency of which advertisers targeted audiences when content options were limited, times have surely changed. By combining Disney’s data, technology and premium content we are truly set apart from competitors to deliver the audiences that matter most.

Simply put, the future is shaping the message for advertisers by using data and technology. And we at Disney are all in.

ESPN Talent Q&A

(Q&A Session with ESPN Talent, moderated by me. Attended by high-level Clients.)

You’ve been a part of many tennis events including Wimbledon and the US Open. What makes the US Open so special for players and fans?

What difference have the absence of fans and COVID protocols made at this year’s US Open?

Let’s talk about the GOAT. Do you think Serena is on her way to her 24th title? 

Serena has already made history this tournament by being one of three mothers, alongside Victoria Azarenka and Tsvetana Pironkova, ever to reach the quarterfinals of the same Grand Slam. In total, there were nine moms in the women’s singles main draw this year. How inspiring is this to young women everywhere?

How will the winners of the titles this year be perceived with many of the top players out of the tournament?

Novak Djokovic came into the US Open unbeaten in 2020. This record was put to a halt when he was defaulted from his fourth-round match after a ball he hit out of frustration injured a line judge. What are your thoughts on this ruling?

Speaking of Djokovic, he and other top-ranked men’s players are in the process of creating a Players’ Association to represent the interests of male players. Federer and Nadal are not in support of this. What are your thoughts? 

Athletes and teams from various sports have recently taken a stand due to the social injustices that continue to plague our country. Naomi Osaka and Coco Gauff are two rising stars who have spoken out, and they’re 22 and 16 years old respectively. How important have their voices been in using their platform to effect change?

You produced a 30 for 30 about tennis stars Chris Evert and Martina Navratilova called Unmatched. What drew you to their story and made it so unique?

ESPN Vice president talking points

(Media Agency takeover, thematic is “ESPN First”. Tone is informational and enthusiastic.)

Good morning and welcome to the first ever ESPN The Platform: All-Access.

First and foremost. Thank you. Thank you for being such great partners.

Today we have a truly unprecedented agenda that brings All-Access to a new level, and we’re excited to share it with all of you… first. It is quite literally a living representation of ESPN The Platform and all it has to offer for your Brand.

You’ve heard me say first a few times now. That’s because we want you to think of ESPN First during this year’s planning cycle. The only top network up in prime in ALL key demos? Yup, that’s ESPN. Unmatched digital reach, we have that too. Along with the creative solutions that only ESPN The Platform can offer. And… we’re live!

ESPN The Platform is your one stop shop for the most compelling content and the most trusted environment that will drive results for your Brands.

Today you’ll get to experience this first-hand. Here’s a little bit about what to expect.

Access to ESPN Sales/Marketing

We’re rolling deep. There are almost 40 members of the ESPN sales and marketing teams here today. 40! Take advantage! Let’s talk. Use us, pick our brains… we want to brainstorm, we want to inspire ideas, we want to talk about creative solutions for your Brands to get the most out of what our platform has to offer.

Access to ESPN Talent

We’ll have three panel sessions today, led by our Senior Sales and Marketing team members and featuring some of our most savvy on-air talent. So let’s talk sports! It’s at the heart of what we do. It’s why we’re all here, right?

We’ll talk College Football at 11:30 with a panel featuring (ESPN Talent 1) and (ESPN Talent 2).

ESPN owns College Football. This year’s College Football Playoff had a ratings increase of 20%. It was one of the biggest TV events in history – broadcast or cable.

During this panel we’ll discuss the landscape of College Football and how the CFP has taken one of the country’s favorite sports and solidified it as a can’t miss media event like the Super Bowl.

We’ll talk NFL at 1:30 with a panel featuring (ESPN Talent 1), (ESPN Talent 2) and NY’s favorite (Sport Talent)

Monday Night Football is one of the most well-known brands in sports. Last season, Monday Night Football won amongst ALL networks and ALL key male and adult demos on EVERY Monday of the season.

During this panel we’ll discuss ESPN’s 24/7/365 approach to the NFL and all the content we create, which provides the most robust NFL opportunities in the marketplace.

We’ll talk NBA at 3:30 with a panel featuring (ESPN Talent 1) and (ESPN Talent 2)

We are also thrilled to have (Client name) from Sony Pictures joining us at that time to talk about the partnership with the NBA and why it has been so successful.

The storylines in the NBA this season are unbelievable and are driving ratings growth across the board.

During this panel we’ll discuss the state of the NBA today and where it has separated itself as a progressive and ascendant sport that has harnessed the power of social media channels.

ESPN The Platform Activations

Take a look around the room. We’re set up all day to take you on a journey through ESPN The Platform. Innovation is at the heart of what we do – creating better ad solutions for you and, in turn for fans. You’ll see some of the ways that we can do that together.

Our Reimagined ESPN App demo - A true ESPN F1RST, a sneak peek at the reimagined ESPN App that will be released in a couple weeks.

Get Up! Virtual Reality - Take a tour of our new South Street Seaport studio, the home of Get Up! with Mike Greenberg, Michelle Beadle and Jalen Rose … launching on 4/2

Get Creative with Creativeworks - Our in house Ad Agency CreativeWorks gives us unparalleled ability to create quality, relevant creative. We’ve partnered with many of you in creating compelling custom content for your brands. Today, you can produce your very own 6-second ad, do a live read, call a highlight or just wave! on the set of SportCenter.

ESPN Ad Lab demonstrations - We are constantly pushing to provide our partners with the best insights and some of that work is done within the ESPN Ad Lab.  We have brought state of the art eye tracking and NeuroQube technology to break down how you naturally interact with ESPN’s content and your ads. MediaScience® members will conduct demonstrations and answer questions you may have about the data you’ll uncover.

Go inside ESPN The Magazine -Talk about a photo op! This year is the 10th anniversary of the Body Issue and now is your chance to get on the cover!

And don’t forget to use our Snap filter today with the hashtag #ESPNAllAccesswithIPG

ESPN F1RST

We hope that today provides insights into why you should think of ESPN First in your planning process all year long. Thanks again for coming and for participating all day long. Let’s have fun!