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A Blue Label review

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Outline



   Outline .............................................................................................................................................. 1
   Introduction ...................................................................................................................................... 2
   A Blue Label review......................................................................................................................... 2
      Blue Label’s unique image ........................................................................................................... 2
               A Johnnie Walker brand ................................................................................................. 2
               The Label’s values .......................................................................................................... 3
      Blue Label’s current positioning and consumer research ............................................................. 4
      Industry analysis ........................................................................................................................... 7
      Competitor analysis ...................................................................................................................... 8
      Diageo and Johnnie Walker communication strategies ................................................................ 9
               Analysis of AQX Data .................................................................................................... 9
               Blue label previous communication campaigns .............................................................. 9
      MAIN Problem ........................................................................................................................... 10
   Recommendations .......................................................................................................................... 10
      Design of the marketing communication campaign ................................................................... 10
               Building brand awareness ............................................................................................. 11
               Building a strong brand identity.................................................................................... 11
               Building a large database thanks to customer relationship management ...................... 12
      Details of the campaign .............................................................................................................. 13
               Endorsement ................................................................................................................. 13
               Website ......................................................................................................................... 13
               Magazines ..................................................................................................................... 14
               Sponsorship ................................................................................................................... 14
               Customer relationship management .............................................................................. 14
               TV channel .................................................................................................................... 15
   Conclusion ...................................................................................................................................... 15
   REFERENCES ............................................................................................................................... 16
   APPENDICES ................................................................................................................................ 18
      Appendix 1 ................................................................................................................................. 18
      Appendix 2 ................................................................................................................................. 19
      Appendix 3 ................................................................................................................................. 20
      Appendix 4 ................................................................................................................................. 30
      Appendix 5 ................................................................................................................................. 32
      Appendix 6 ................................................................................................................................. 33
      Appendix 7 .................................................................................................................................. 34
Introduction



   Johnnie Walker is “one of the most famous and valuable brands in any category”
(Mustarde 2008) and its products are currently sold in 180 markets. The company belongs to
the holding Diageo. Johnnie Walker brand portfolio includes the following labels:
                  Red Label, the world’s most popular (Mustarde 2008)
                  Green Label
                  Black Label
                  Gold Label, an “indulgence of the successful” (Underwood 1996).
                  Blue Label, one of the most expensive whiskies in the world.
   In the following document, we only focus on Blue Label to present the brand and study
its communication campaigns. This analysis helps us to identify the main problem of Blue
Label communication. At last, the recommendations of marketing communication campaign
are given.



A Blue Label review



   Blue Label’s unique image


   Blue Label’s image is a fusion of attributes gained from the Johnnie Walker brand and
from the specific label’s associated values.


                  A Johnnie Walker brand


   Blue Label benefits from the image associated with the Johnny Walker brand.
   Johnnie Walker whiskies are Scotch blend whiskies. Therefore, they are all considered to
be of premium quality and display a specific taste which is different from the taste of other
whiskies.


                                                 2
   Johnnie Walker started to build a strong brand identity relatively late and only when the
company realised that brand identity was critical to increase sales in a very competitive
market. In 2000, management chose the slogan “Keep Walking”. For more details about the
launch campaign, please refer to Appendix 1.


                  The Label’s values


   Blue Label is the most luxurious brand of Johnnie Walker portfolio and benefits from a
unique image that justifies the high price of Blue Label’s whiskies.
   According to the Jonnie Walker website (2011), the brand is rare and elegant, benefits
from the most exclusive blend and has a unique character.
   According to Simpson (2010), it is ‘easy drinking’ and a “cognac-style premium whisky”.


Figure 1 sum up our presentation of Blue Label’s image.



                          Overview of Blue Label’s unique image



    Johnnie Walker’s
                                                                        Label’s values:
        values:
                                                                              luxury
          quality
                                                                               rarity
        unique taste
                                                                             elegance
        masculinity
                                                                            exclusivity
          progress

                                           BLUE
                                         LABEL’s
                                         unique
                                          image


                           Figure 1 Overview of Blue Label unique image
                                                 3
   Blue Label’s current positioning and consumer research


   Blue label is targeting the niche market of ultra-luxurious whiskies, with bottles reaching
an individual price of US$200. In accordance with this strategy, Johnnie Walker released a
deluxe version of the Blue Label: King George V in 2007.
   Officials of Johnnie Walker explain that their target consumers are “men at the top”
(Whiskyintelligence 2010). These consumers “should lay emphasis on style as well as
substance”. They are successful at their fields and are still striving from good to best and
they prefer traditional wine and fine dark spirits within social norms” (Whiskyintelligence
2010).
   Furthermore, the officials of Johnnie Walker also state that the target consumers are likely
to purchase other luxury products (Whiskyintelligence 2010). Their favorite brands include
Cartier, Rolex, Krug, Mont Blanc. Therefore, Johnnie Walker has established strategic
relationship with some other brands e.g. aguar, Richemont, Established & Sons, Fosters &
Sons, Goodwood, Quintessentially. (Whiskyintelligence 2010).
   In order to provide a better picture of the target market, we searched additional data of
Whisky consumers on RMR (Asteroid) from age, income, occupation and geography
respectively.
   First of all, people age between 40 and 44 accounts for 13.6% which is the most among
all age brackets from 20 to 54. Very few consumers under 30 (only 14.6%) purchase whisky.
Therefore, the target consumers are people older than 30 (Figure 2).




                                                 4
     Figure 2 age distribution of whisky consumers in 2010 (April to June) from RMR software



   Secondly, consumers with more than $70000 annual income are the majority. The highest
proportion is 23.3% for consumers whose income is $150000 to $199999 (Figure 3) per
annum.




   Figure 3 Income distribution of whisky consumers in 2010 (April to June) from RMR software


                                                5
   Moreover, small business owners and managers purchase more whisky than other
occupations (Figure 4).




        Figure 4 Occupation of whisky consumers in 2010 (April to June) from RMR software



   Finally, most whisky consumers live in Queensland (11.4%) in Australia; it is followed
by Western Australia (10.8%). Most regions are equal in consumer numbers except Darwin-
Alice Springs (Figure 5).




    Figure 5 States of residency of whisky consumers in 2010 (April to June) from RMR software
                                                6
   Industry analysis


   There is a reduced demand in the worldwide spirits market because of the global financial
crisis (GFC) and the economic downturn. Some people prefer to choose cheaper alcohol the
US and UK (Nicol 2009), which suffered recession significantly. However, as shown on
Figure 6, strong brands (Johnnie Walker, Chivas etc.) still perform well in some countries
with continuously sound economy growth, such as Australia and China. According to Drinks
International 2009 (Figure 6), Whisky as the second dominated spirit following White spirits
(23%) occupies 12% of the whole spirits market.




               Figure 6 Proportion of worldwide spirits market by volume in 2998 from:
          http://www.scottish.parliament.uk/business/research/briefings-09/SB09-76.pdf


   As an expensive spirit, whisky is leading in terms of sales value rather than sales volume.
It’s universally known that Johnnie Walker is the world’s most famous and powerful whisky
(Figure 7). It is positioned at the high end market which means it contributes more to sales
value.




                                                 7
         Figure 7 The power 100, the world’s most powerful spirits & wine brands 2009 from:
          http://www.intangiblebusiness.com/store/data/files/473-The_Power_100_2009.pdf


   Competitor analysis
   The main whisky companies include Johnnie Walker (Diageo), Chivas (Period Ricard),
William Grant & Son and the Edrington Group. “These four companies owned 62% of the
distillation capacity for malt whisky.”(Nicol,2009). Chivas Regal (Period Ricard) as the
global No.2 Super- premium Scotch whisky is Johnnie Walker’s primate competitor.




                                            Figure 8 A presentation of Chivas
                                            Source: This is the Chivas life, from
    http://www.pdflibrary.info/download/ebook/Superbrands%202006/aHR0cDovL3d3dy5zdXBlcmJyYW5kcy5jb20vcm8vaW1hZ2VzL
                                     2ZzMDYvc2Jfcm9fMDZfY2hpdmFzLnBkZg




                                                             8
   More details about Chivas. Communication campaigns will be provided in the
recommendation part.


   Diageo and Johnnie Walker communication strategies


                  Analysis of AQX Data


   The AQX data illustrates that Diageo Australia Ltd had spent AU$1,136,000 in main
advertisements in 2008 (including metropolitan television, magazines, online and out of
home), which is much more than other companies (Appendix 2). Johnnie Walker, as one of
the most successful brands of Diageo, could gain a relative high proportion of advertising
expense from Diageo to enhance its communication channel. For example, according to R&F
June 2008 Johnnie Walker Red Label (Appendix 3), we can see that several advertisements
of Red Label are showing among popular programs of Australian major TV channels during
different time periods to attract potential customers’ attention. Most of these advertisements
can be watched more than once, and some of them can be watched even more than twice or
three times. Additionally, from the Profile Index data, we know that 14.16% of female
audiences are more likely to be targeted by these advertisements. People between 40 to 44
years old (75.25%) are the most interested in such advertisements. Generally speaking,
people who have jobs and home duties are the population mostly attracted by these TV
advertisements (97%). For the grocery buyers category, the amount of people between 40 and
54 years old (13.95%) is much larger than other age groups.
   However, we can’t find relevant AQX data about the advertising details for Johnnie
Walker Blue Label, which means Blue Label’s campaigns are weak in Australia to some
extent.


                  Blue label previous communication campaigns




                                                 9
   Reviewing Johnnie Walker previous advertising campaign, we find that Johnnie Walker
adopts different communication strategies in different areas and cultures, but similarities still
could be found.
   In the USA, a famous and successful advertising campaign for Blue Label is launched
with the use of contemporary art as the backdrop for a new multi-million dollar marketing
campaign to reinforce blue label as a luxury brand. Details of the campaign are provided in
Appendix 6
   Blue Label is also involved in charities and it has an extensive sponsorship strategy.
Details refer to Appendix 7.
   However, after reviewing all available resources for Blue Label, we find that no large
scale communication campaign for Blue Label is launched in Australia.


   MAIN Problem


As mentioned above, Blue Label has a strong brand identity. However, it lacks of large scale
campaign in Australia market. So the brand is not well-known in target market. Our
recommendations focus on resolving this problem.



Recommendations



   Design of the marketing communication campaign


   Diageo’s strategy in Australia is to deliver Blue Label’s unique values and associated
benefits to its consumer.


   We identified the following challenges of Blue Label communication in Australia:
          Blue label is not a well known brand in this market since few newspapers mention
           anything about it and no campaign has been run over the country by Johnnie


                                                  10
           Walker. Therefore, the company needs to increase the awareness of the brand and
           its values.
          Building a strong brand identity takes time and effort.
          Blue Label needs to build its database of consumers in Australia.


                    Building brand awareness


   In order to facilitate identification with the brand, we recommend Blue Label uses an
endorsement strategy through all promotional media (website, magazines…). The endorser
should be a between -40-to-50-year-old famous Australian actor who has succeeded in life,
hence encompassing the success and elegance values of Blue Label which representing our
target market.
   In order to deliver the brand values efficiently, we also recommend using sponsorship
with companies/events that share the values of masculinity, success, elegance and luxury.
   An important and easy-to-access source of information about Blue Label (values and
purchasing information) needs to be put in place. We recommend Blue Label to launch a
Blue Label website with the aim of selling and promoting the product. This website will be
advertised on all the communication campaign supports via a call to action: “visit
www.bluelabel.com.au to find more information”
   Moreover, all bottles ordered through the website will feature a unique packaging. A
booklet is attached to explain the Johnnie Walker Blue label brand benefits which could
enhance the buyer’s satisfaction as well as providing information about the brand.


                    Building a strong brand identity


   The campaign needs to be designed for a minimum of a four-year period and at same time,
Blue Label needs to communicate regularly.
   We recommend communicating to the niche target market of Blue Label and also
promoting the label to younger generations. Therefore, Blue Label will become a symbol of
achievement and success in the future.
                                                11
   Meanwhile, we do not recommend using the latest media, although it is difficult to assess
the results and control which part of the market is informed about the brand through this
channel.
   Johnnie Walker has to make sure the message in the communication campaign is clear.
Indeed, when watching through the commercial adds of both brands on YouTube, we found
that ads of Johnnie Walker are more abstract than Chivas. Chivas effectively attracts
consumers’ attention by directly claiming the alluring taste of product and promoting the
brand uniqueness (“Remember, there is only one choice- Chivas regal”). We believe this kind
of commercial is more effective when target consumers are less familiar with the product.


                 Building a large database thanks to customer relationship
                  management


   Establishing a customer relationship management system is necessary, it builds a large
database of consumers. In the luxury drinking market, regular customers occupy the most
important position therefore Johnnie Walker should pay more attention to manage and
maintain the relationship between their brand and consumers.




                                                12
   Details of the campaign




                  Figure 9 the schedule for Blue Label communication campaign
          (The following campaign activities are based on the message that Blue label is a symbol of luxury,

          rarity and elegance image and it is associated with success and achievement)



                 Endorsement


   Our first intended endorser would be Hugh Jackman, who was born in Sydney in 1968
and had a very successful career in Hollywood. He is well-known in Australia and has acted
the main character in Baz Luhrmann’s movie “Australia” (IMDb.com 2011).


                 Website


   The website will be designed in accordance with Blue Label values: it will be elegant and
focus on the experience of drinking such a rare whisky. Consumers could have the



                                                     13
opportunity to buy the product and give feedback about it. The ads that feature the endorser
will also be displayed on the website.


                   Magazines


   As the most expensive whisky in the world, Blue Label needs to showcase strong visuals
in order to deliver the relevant message to the niche audience. Campaigns in magazines can
enhance Johnnie Walker Blue Label’s brand loyalty and awareness. Chivas spends more
money on magazines than Johnnie Walker in China. This strategy helped Chivas to become
the No1 whisky brand in China. We can see the details on Figure 10. Therefore, we think
Johnnie Walker should not neglect this kind of communication strategy.




                        Figure 10 Chivas spendings in China. Source from

                   http://wenku.baidu.com/view/9316e66a561252d380eb6efa.html



                   Sponsorship


   The Scotch Malt Whisky Society is a worldwide society that promotes and sells premium
scotch whiskies. Blue Label could associate to some of their events in Australia.


   Since the Blue Label brand is associated with masculinity and success, we recommend
sponsoring a sport event. Sponsoring the Melbourne Cup, “the celebration that stops a
nation” (Melbourne Cup 2011), would allow the brand to reach a wide market (over 400 000
people according to the Melbourne Cup website) and this market will see Blue Label as a
synonymous for achievement and success. Such a sponsoring opportunity should also be easy
to take since Diageo is an official event partner. Moreover, the event offers many packages
tailored to the needs of sponsors.


                   Customer relationship management
                                                14
   We recommend launching a mailing campaign to regular customers all over the country
allowing them to order bottles with their personal labels such as names and motto. In this
campaign, letters are sent rather than E-mail, because they have more human kindness and a
higher response rate (Kotler 2009). As a competitor of luxury whisky, Glenmorangie has
already used this mailing campaign and benefited from it (marketingmagazine 2002).


                 TV channel


   Based on AQX analyses, we recommend Blue label referring to some successful Red
Label’s campaigns. An advertisement of Red Label played in TEN 10’s program named “Big
Brother” on Monday shows significant efficiency as it is watched more than 3 times by
potential consumers (Appendix 2). In addition, Blue Label could make some effective
metropolitan television advertisements on business channel during the evening timeslot to
obtain the attention of top executives and businessmen, like Red Label (Appendix 4&5).




Conclusion



   The main issue we identified while studying Blue Label marketing strategies is the fact
that the brand relies mostly on word-of-mouth in Australia. We would recommend Blue
Label to build a top-classed communication campaign with the objectives of:
          Building brand awareness
          Building a strong brand identity
          Building a large database of consumers
   At last, Blue Label is recommended to use endorsement and sponsorship strategies on the
following channels: TV, a website and magazines through different approaches.

                                               15
REFERENCES


   IMDB.com         2008,   The   Internet   Movie      Database,    [Online],   Available:
http://www.imdb.com/title/tt0455824/ [27 April 2011].


   Johnnie Walker website 2011, [Online], Available: http://www.johnniewalker.com/en-
au/home/ [15 May 2011]


   Kotler, P., Keller, K. & Burton, S. 2009, Marketing Management, 1st edn, Pearson
Education Australia.


   Marketingmagazine 2002, “DIRECT BRIEFS: Latest dm campaign from Glenmorangie",
[Online], Available: http://www.marketingmagazine.co.uk/news/rss/167269/DIRECT-
BRIEFS-Latest-dm-campaign-Glenmorangie/ [12 May 2011]


   Melbournecup 2011, “The Flemington, Victoria Racing Club Limited”, [Online],
Available: www.melbournecup.com, [27 April 2011].


   Mustardes, Steve 2008, “Johnnie Walker: the story behind Keep walking”, Issue 45, p12-
12, 1p.


   Scherie Nicol 2009, “The Scotch Whisky Industry”. [Online], Available:
http://www.scottish.parliament.uk/business/research/briefings-09/SB09-76.pdf, [27 April
2011].


   Simpson, Willie 2010, “Out of the blue”, The Sydney Morning Herald, John Fairfax
Holdings Limited.




                                              16
   Underwood, Elaine, Brandweek 1996, “Walker goes haute”, 10644318, 12/09/96, Vol. 43,
Issue 47


   Whiskyintelligence 2010, “Johnnie Walker Blue Is Looking For You! - Scotch Whisky
News”, [Online], Available: http://www.whiskyintelligence.com/2010/10/johnnie-walker-
blue-is-looking-for-you-scotch-whisky-news/, [9 May 2011]




                                             17
                                         APPENDICES
   Appendix 1


   The rationale behind Johnnie Walker’s choice of slogan was that “whisky advertising has
always been about masculine process” (Mustarde, 2008). The company undertook significant
research to understand what masculinity meant for modern men. This study revealed that
masculinity was now about being successful but not by acquiring material wealth, much more
by becoming a better man. Men were thriving for self-improvement or in other words,
progress.(Mustarde, 2008).


   Since its launch, the brand mantra has run in more than 120 countries and was supported
by an integrated marketing and communication campaign (same creative being used in all
ads) including: TV advertising (50 TV executions), print media (150 print executions), radio,
“websites, sponsorships, internal awards, consumer awards and even charitable funds”
(Mustarde, 2008).


   This slogan and its associated campaign have been very successful. Sales increased
rapidly at the best growth rate seen in the industry. “Volume sales grew from 10.2 million
cases in 1999 to 15.1 million in 2007, resulting in a massive 94 per cent revenue growth to
reach $4.56 billion worldwide.” (Mustarde, 2008). According to Mustarde (2008), the slogan
has now become a “true cultural icon”.




                                                18
Appendix 2


Aqx Standard Report :                     AQX 1*              Region :       All                                          AQX 1*
                                                                                                                    Aqx Standard Report :         Region :     All
Period :                                  6/01/2008 - 3/01/2009                                                           :
                                                                                                                    Period6/01/2008 - 3/01/2009
Data Types :                              $(000's)                                                                        $(000's)
                                                                                                                    Data Types :
Dictionary :                              Selection Made                                                                  Selection
                                                                                                                    Dictionary : Made
Media :                                   Selection Made                                                                 :
                                                                                                                    MediaSelection Made
Data Entitlements :                       Applied                                                          Applied
                                                                                                     Data Entitlements :
                                                                                    Metropolitan
                                                              Grand Total %    %                 %H                                               Grand Total %        %
                                                                                    Television
Diageo Australia Ltd                                 1               1,136 100% 60%          791 70% Diageo Australia 1Ltd                              1,136 100%                60%
       Continental Spirit Company P/L                2                    335 100%       18%              0    0%                   2
                                                                                                                          Continental Spirit Company P/L335 100%                  18%
       Jim Beam Brands Australia P/L                 3                    334 100%       18%          334 100%                     3
                                                                                                                          Jim Beam Brands Australia P/L334 100%                   18%
       Pernod Ricard Pacific                         4                     84 100%        4%              0    0%                   4
                                                                                                                          Pernod Ricard Pacific              84 100%               4%
       TAS Distillery P/L                            5                      2 100%          *             0    0%                   5
                                                                                                                          TAS Distillery P/L                 2 100%                  *
Grand Total                                                              1,891 100% 100%            1,125 100% Grand Total                              1,891 100%                100%




      %H %V
Metropolitan Television             %H %V                %H %V
                               Regional Television Metropolitan Press                    Regional%H %V
                                                                                                  Press           %H
                                                                                                              Magazines %V           %H Radio
                                                                                                                                 Metropolitan%V          %H %V Direct Mail %H %V

   791 70%                70% 0 0%              0%       0 0%                      0%        0 0%         0% 1        *       1% 0 0%                 0% 27% 72%           0 0%     0%
     0 0%                   0% 0 0%             0% 142 42%                         99%       0 0%         0% 14 4%           14% 60 18%             100% 36% 28%           0 0%     0%
   334 100%               30% 0 0%              0%       0 100%                    0%        0 0%         0% 0 100%           0% 0 100%               0% 100% 0%           0 0%     0%
     0 0%                   0% 0 0%             0%       0 0%                      0%        0 0%         0% 84 100%         85% 0 0%                 0% 0% 0%             0 0%     0%
     0 0%                   0% 0 0%             0%       2 98%                     1%        0 0%         0% * 2%              * 0 0%                 0% 0% 0%             0 0%     0%
 1,125 100%               30% 0 0%              0% 144 100%                        0%        0 0%         0% 99 100%          0% 60 100%              0% 100% 0%           0 0%     0%




                                                                                           19
Appendix 3

Sydney, Melbourne, Brisbane, Adelaide, Perth
5/06/2008 - 15/06/2008
TTLPPL
Optimum Reach (3+)
ETOM Adjusted

                                                                                        Reponse Curve                                                                                                                                                  Summary
                      1+          2+           3+           4+                  5+                 6+        7+          8+        9+      10+        11+     12+     13+     14+      15+                Cost       $0   Potential        4,357,000   Total Tarps                                13.14
       Effective     9.65        3.33         0.17          0                    0                 0         0           0          0       0          0       0       0       0        0                 CPT        $0   Sample Size          1,845   Total Reach                              420,512
       Exclusive     6.33        3.16         0.17          0                    0                 0         0           0          0       0          0       0       0       0        0                 CPM        $0   Ave Frequency         1.36   Total Reach %                               9.65
                                                                                                                                                                                                          CPRM       $0   Include Guests         Yes   Optimum Reach (3+) %                        0.17
                                                                                                                                                                                                          CPRP       $0   Viewing Minutes        1 C   Viewing Session Type                Consolidated
                                                                                                                                                                                                          Spots      38   Total Projections 572,696    Time From Broadcast >= 0 minutes and < 168 hours

                                                                                                                                                               Schedule
     Index           Date         Day         Time        Station             Program             Cost      Tarp      Cume Tarp Proj       CPM      Inc Reach CPIRM Inc Reach CPIRP Cume Reach Cume Reach Ave Freq 1+           2+            3+                 4+                     5+                6+ 7+ 8+                      15+
                                                                                                                                                                                                                                                                                                                       9+ 10+11+12+13+14+
                                                                                                             %            %      (000's)             (000's)            %             (000's)       %
       1           2008-6-5    Thursday    12:23:00 AM   TVQ10      Everybody Loves Raymond            $0         0            0       0    $0.00            0    $0        0    $0           0          0       0    0
       2           2008-6-6     Friday     10:00:00 PM   TEN10      Movie: About A Boy                 $0      2.68         2.68 116,805    $0.00     116,805     $0        0    $0     116,805       2.68       1 2.68                 0
       3           2008-6-6     Friday     10:12:00 PM   ADS10      Movie: About A Boy                 $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0
       4           2008-6-7    Saturday    8:01:00 PM    ADS10      Afl: Essendon Vs Hawthorn          $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0
       5           2008-6-7    Saturday    8:25:00 PM    TVQ10      Afl: Essendon V Hawthorn           $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0
       6           2008-6-7    Saturday    9:56:00 PM    TVQ10      Afl: Essendon V Hawthorn           $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0
       7           2008-6-7    Saturday    10:16:00 PM   TVQ10      Afl: Essendon V Hawthorn           $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0   0
       8           2008-6-7    Saturday    10:24:00 PM   TVQ10      Afl: Essendon V Hawthorn           $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0   0   0
       9           2008-6-7    Saturday    11:12:00 PM   TVQ10      Movie: With Friends Like These     $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0   0   0     0
      10           2008-6-7    Saturday    11:37:00 PM   TVQ10      Movie: With Friends Like These     $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0   0   0     0   0
      11           2008-6-8     Sunday     12:13:00 AM   TVQ10      Movie: With Friends Like These     $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0   0   0     0   0   0
      12           2008-6-8     Sunday     12:13:00 AM   NEW10      Movie: With Friends Like These     $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0   0   0     0   0   0   0
      13           2008-6-8     Sunday     1:21:00 AM    TVQ10      Crime Files                        $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0   0   0     0   0   0   0   0
      14           2008-6-8     Sunday     10:21:00 PM   ADS10      Supernatural                       $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0   0   0     0   0   0   0   0   0
      15           2008-6-8     Sunday     10:23:00 PM   NEW10      Supernatural                       $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      16           2008-6-8     Sunday     10:32:00 PM   TVQ10      Supernatural                       $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      17           2008-6-8     Sunday     10:33:00 PM   ATV10      Supernatural                       $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      18           2008-6-8     Sunday     11:07:00 PM   TVQ10      Flight of the Conchords            $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      19           2008-6-8     Sunday     11:12:00 PM   NEW10      Flight of the Conchords            $0         0         2.68       0    $0.00            0    $0        0    $0     116,805       2.68       1 2.68                 0          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      20           2008-6-8     Sunday     11:13:00 PM   TEN10      Flight of the Conchords            $0      1.38         4.06 60,168     $0.00      41,208     $0        0    $0     158,013       3.63    1.12 3.63              0.44          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      21           2008-6-8     Sunday     11:13:00 PM   ATV10      Flight of the Conchords            $0         0         4.06       0    $0.00            0    $0        0    $0     158,013       3.63    1.12 3.63              0.44          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      22           2008-6-8     Sunday     11:13:00 PM   ADS10      Flight of the Conchords            $0         0         4.06       0    $0.00            0    $0        0    $0     158,013       3.63    1.12 3.63              0.44          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      23           2008-6-9     Monday     1:02:00 AM    TEN10      M Racing: Motogp                   $0      0.56         4.62 24,293     $0.00      12,109     $0        0    $0     170,121        3.9    1.18 3.9               0.71          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      24           2008-6-9     Monday     2:14:00 PM    ADS10      Afl: Melbourne V Collingwood       $0         0         4.62       0    $0.00            0    $0        0    $0     170,121        3.9    1.18 3.9               0.71          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      25           2008-6-9     Monday     2:44:00 PM    TVQ10      Afl: Melbourne V Collingwood       $0         0         4.62       0    $0.00            0    $0        0    $0     170,121        3.9    1.18 3.9               0.71          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      26           2008-6-9     Monday     2:44:00 PM    TEN10      Afl: Melbourne V Collingwood       $0       1.7         6.32 73,901     $0.00      66,237     $0        0    $0     236,359       5.42    1.16 5.42              0.89          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      27           2008-6-9     Monday     3:24:00 PM    TEN10      Afl: Melbourne V Collingwood       $0      1.87         8.18 81,397     $0.00      19,484     $0        0    $0     255,843       5.87    1.39 5.87              2.31          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      28           2008-6-9     Monday     3:24:00 PM    TVQ10      Afl: Melbourne V Collingwood       $0         0         8.18       0    $0.00            0    $0        0    $0     255,843       5.87    1.39 5.87              2.31          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      29           2008-6-9     Monday     5:21:00 PM    ATV10                                         $0
                                                                    Afl: Melbourne Demons Vs Collingwood Magpies 0          8.18       0    $0.00            0    $0        0    $0     255,843       5.87    1.39 5.87              2.31          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      30           2008-6-9     Monday     10:04:00 PM   TVQ10      Big Brother                        $0         0         8.18       0    $0.00            0    $0        0    $0     255,843       5.87    1.39 5.87              2.31          0                      0                           0    0   0   0     0   0   0   0   0   0   0
      31           2008-6-9     Monday     10:24:00 PM   TEN10      Big Brother                        $0      4.96       13.14 216,132     $0.00     164,668     $0        0    $0     420,512       9.65    1.36 9.65              3.32       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
      32           2008-6-9     Monday     10:25:00 PM   NEW10      Big Brother: Big Mouth             $0         0       13.14        0    $0.00            0    $0        0    $0     420,512       9.65    1.36 9.65              3.32       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
      33           2008-6-9     Monday     11:43:00 PM   TVQ10      Late Show With David Letterman     $0         0       13.14        0    $0.00            0    $0        0    $0     420,512       9.65    1.36 9.65              3.32       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
      34           2008-6-9     Monday     11:43:00 PM   ADS10      The Late Show With David Letterman $0         0       13.14        0    $0.00            0    $0        0    $0     420,512       9.65    1.36 9.65              3.32       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
      35           2008-6-11   Wednesday   11:51:00 PM   TVQ10      The Late Show With David Letterman $0         0       13.14        0    $0.00            0    $0        0    $0     420,512       9.65    1.36 9.65              3.33       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
      36           2008-6-12   Thursday    11:49:00 PM   TVQ10      The Late Show With David Letterman $0         0       13.14        0    $0.00            0    $0        0    $0     420,512       9.65    1.36 9.65              3.33       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
      37           2008-6-14   Saturday    11:12:00 PM   ADS10      Movie: Snatch                      $0         0       13.14        0    $0.00            0    $0        0    $0     420,512       9.65    1.36 9.65              3.33       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
      38           2008-6-15    Sunday     12:19:00 AM   TVQ10      Movie: Snatch                      $0         0       13.14        0    $0.00            0    $0        0    $0     420,512       9.65    1.36 9.65              3.33       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0




                                                                                                                                                             20
Month    Spots   Tarp       Proj Total         CPT        CPM        OR%         OR OCPRM OCPR% Ave Freq 1+     2+    3+     4+       5+       6+ 7+   8+       9+       10+       11+   12+13+14+ 15+
         Count     %       (000's) Cost                                       (000's)


Jun-08    38       13.14    572,696       $0         $0         $0     0.17        7    $0     $0   1.36 9.65    3.33 0.17        0        0     0 0        0        0         0         0000            0


          38      13.14 572,696           $0         $0         $0    0.17         7    $0     $0   1.36 9.65    3.33 0.17        0        0     0 0        0        0         0         0000            0




                                                                                                    21
                     Universe      Sample   Projections   Tarp       Reach          Reach    Average     Profile
     Attribute        (000's)       Size      (000's)      %        (000's)           %     Frequency     Index
Total                     4,357       1,845         572     13.14             416      9.55      1.38         100
Sydney                    4,357       1,845         572     13.14             416      9.55      1.38         100
Brisbane                       0          0           0         0               0         0          0           0
Melbourne                      0          0           0         0               0         0          0           0
Adelaide                       0          0           0         0               0         0          0           0
Perth                          0          0           0         0               0         0          0           0
Metro 5 Cap City               0          0           0         0               0         0          0           0
Sex
Male                      2,167         914         244    11.26              172     7.96       1.41        85.7
Female                    2,189         931         328    15.01              243    11.13       1.35      114.16
AgeGroups
0 to 1                      104          47           3     3.08                2     2.52       1.22        23.4
2 to 4                      174          71          10     5.94                7      4.5       1.32        45.2
5 to 9                      265         111          17      6.6               12     4.54       1.45       50.21
10 to 12                    164          89          13     7.96                7     4.84       1.64       60.56
13 to 15                    166          83          11     7.21                9     5.52       1.31       54.86
16 to 17                    112          43          19    17.28               14    12.74       1.36      131.46
18 to 24                    444         146          61    13.92               53    12.09       1.15       105.9
25 to 29                    324         106          43    13.52               29     8.94       1.51      102.89
30 to 34                    350         113          57     16.3               41    11.83       1.38         124
35 to 39                    323         135          52    16.25               41    12.82       1.27      123.64
40 to 44                    323         131          74    23.04               53    16.58       1.39      175.25
45 to 49                    311         142          51    16.67               39    12.82        1.3      126.82
50 to 54                    274         142          37    13.78               25     9.13       1.51      104.84
55 to 59                    268          98          33    12.38               24     9.15       1.35       94.19
60 to 64                    204         121          23    11.49               17     8.47       1.36        87.4
65 plus                     543         267          60    11.13               35      6.6       1.69       84.65
GroceryBuyers
Yes                       1,580         692         258    16.33              191    12.11       1.35      124.24
No                        2,777       1,153         301    10.87              224      8.1       1.34       82.69
OccupationGroup16plus
OG1                         717         318          74    10.39               55     7.76       1.34       79.08
OG2                         833         385         154    18.58              111    13.38       1.39      141.34
                                                               22
OG3                         256         110          38    14.89               27     10.7       1.39      113.24
OG4                         114          50          11    10.09                9     8.38        1.2       76.74
OG5                           68         30           8    12.62                6     9.92       1.27       96.04
Unemployed                  160          45          29    18.36               24    15.37       1.19      139.71
0                          2,129     917   289    13.6    218   10.25   1.33   103.46
1 to 2                     1,456     616   214   14.74    153   10.56    1.4   112.15
3 plus                       771     312    55    7.21     44    5.74   1.26    54.84
PresenceOfChildren0to2
Yes                          658     249    76   11.58     47    7.18   1.61    88.12
No                         3,698   1,596   483   13.07    368    9.97   1.31    99.47
PresenceOfChildren0to4
Yes                          978     377    94    9.69     62    6.39   1.52    73.75
No                         3,378   1,468   465   13.76    353   10.47   1.31   104.71
PresenceOfChildren0to12
Yes                        1,798     751   209   11.66    153    8.55   1.36    88.71
No                         2,558   1,094   350   13.69    262   10.26   1.33   104.12
PresenceOfChildren0to15
Yes                        2,049     860   261   12.76    189    9.25   1.38    97.07
No                         2,307     985   298   12.93    226    9.82   1.32    98.37
PresenceOfChildren5to12
Yes                        1,319     572   160    12.2    123    9.38    1.3    92.81
No                         3,037   1,273   398   13.13    292    9.63   1.36     99.9
PresenceOfChildren5to17
Yes                        1,841     781   233   12.67    176    9.57   1.32    96.41
No                         2,515   1,064   326   12.98    240    9.54   1.36    98.74
PresenceOfChildren13to17
Yes                        1,006     423   135   13.48     97     9.7   1.39   102.58
No                         3,350   1,422   424   12.66    318    9.51   1.33    96.31
Income
Single                     2,378   1,020   222    9.35    161     6.8   1.37    71.12
Dual                       1,978     825   337   17.06    254   12.86   1.33   129.78
NumberOfTVSets
1                          1,180     499   151   12.86    106    9.05   1.42    97.84
2                          1,508     673   186   12.37    147    9.79   1.26    94.15
3 plus                     1,668     673   221   13.27    161     9.7   1.37   100.96
NumberOfVCRs
No VCR                       447     183    85   19.18     65   14.75    1.3   145.89
1                          2,319   1,005   292    12.6    205    8.86   1.42    95.88
2 plus                     1,590     657   181   11.43    144    9.11   1.26    86.96
                                                     23
EmploymentStatus16plus
Employed                   1,991     893   287   14.46    211    10.6   1.36      110
Unemployed                   160      45    29   18.36     24   15.37   1.19   139.71
HomeDuties                   231      73    60   25.99     43   18.95   1.37   197.74
Region
SydneyCity                   815     309   155   19.08    116   14.27   1.34   145.18
SydneySWandS               1,016     411   170   16.82    120   11.89   1.41   127.97
SydneyWest                 1,165     449   119   10.26     88    7.57   1.36    78.07
SydneyNorth                  704     387    63    9.04     50    7.23   1.25    68.81
SydneyNorthShore             657     289    50    7.64     40    6.09   1.25    58.12
BrisbaneCityNorth              0       0     0       0      0       0      0        0
BrisbaneCitySouth              0       0     0       0      0       0      0        0
BrisbaneNorth                  0       0     0       0      0       0      0        0
BrisbaneSouth                  0       0     0       0      0       0      0        0
BrisbaneGoldCoast              0       0     0       0      0       0      0        0
MelbourneCentralandWest        0       0     0       0      0       0      0        0
MelbourneNorth                 0       0     0       0      0       0      0        0
MelbourneEast                  0       0     0       0      0       0      0        0
MelbourneSouth                 0       0     0       0      0       0      0        0
MelbourneSouthEast             0       0     0       0      0       0      0        0
AdelaideNorthAndYork           0       0     0       0      0       0      0        0
AdelaideWest                   0       0     0       0      0       0      0        0
AdelaideEast                   0       0     0       0      0       0      0        0
AdelaideSouth                  0       0     0       0      0       0      0        0
PerthCity                      0       0     0       0      0       0      0        0
PerthNorth                     0       0     0       0      0       0      0        0
PerthEast                      0       0     0       0      0       0      0        0
PerthSouthEast                 0       0     0       0      0       0      0        0
NA                             0       0     0       0      0       0      0        0
PerthSouthWest                 0       0     0       0      0       0      0        0
STVUsers
Non Subscriber             2,660   1,135   380   14.32    285   10.73   1.33   108.91
Subscriber                 1,696     710   178   10.55    130     7.7   1.37    80.26
NumberOfHouseholdMembers




                                                     24
Sydney, Melbourne, Brisbane, Adelaide, Perth
5/06/2008 - 15/06/2008
TTLPPL
Optimum Reach (3+)
ETOM Adjusted

                                                                                                         Reponse Curve                                                                                                                                                                                          Summary
                                       1+          2+            3+           4+                             5+                           6+          7+          8+            9+         10+          11+      12+    13+     14+      15+                  Cost         $0      Potential        4,357,000   Total Tarps                                13.14
                        Effective     9.65        3.33          0.17          0                               0                           0           0           0              0          0            0        0      0       0        0                   CPT          $0      Sample Size          1,845   Total Reach                              420,512
                        Exclusive     6.33        3.16          0.17          0                               0                           0           0           0              0          0            0        0      0       0        0                   CPM          $0      Ave Frequency         1.36   Total Reach %                               9.65
                                                                                                                                                                                                                                                              CPRM         $0      Include Guests         Yes   Optimum Reach (3+) %                        0.17
                                                                                                                                                                                                                                                              CPRP         $0      Viewing Minutes        1 C   Viewing Session Type                Consolidated
                                                                                                                                                                                                                                                              Spots        38      Total Projections 572,696    Time From Broadcast >= 0 minutes and < 168 hours

                                                                                                                                                                                           Schedule
              Index                   Date         Day          Time        Station                        Program                       Cost        Tarp      Cume Tarp       Proj        CPM        Inc Reach CPIRM Inc Reach CPIRP Cume Reach Cume Reach Ave Freq 1+                  2+            3+                 4+                     5+                6+ 7+ 8+                      15+
                                                                                                                                                                                                                                                                                                                                                                                9+ 10+11+12+13+14+
                                                                                                                                                      %            %          (000's)                  (000's)            %             (000's)       %
                1                   2008-6-5    Thursday     12:23:00 AM   TVQ10          Everybody Loves Raymond                               $0        0             0           0       $0.00              0    $0        0    $0           0          0       0    0
                2                   2008-6-6     Friday      10:00:00 PM   TEN10          Movie: About A Boy                                    $0     2.68          2.68     116,805       $0.00       116,805     $0        0    $0     116,805       2.68       1 2.68                        0
                3                   2008-6-6     Friday      10:12:00 PM   ADS10          Movie: About A Boy                                    $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0
                4                   2008-6-7    Saturday     8:01:00 PM    ADS10          Afl: Essendon Vs Hawthorn                             $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0
                5                   2008-6-7    Saturday     8:25:00 PM    TVQ10          Afl: Essendon V Hawthorn                              $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0
                6                   2008-6-7    Saturday     9:56:00 PM    TVQ10          Afl: Essendon V Hawthorn                              $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0
                7                   2008-6-7    Saturday     10:16:00 PM   TVQ10          Afl: Essendon V Hawthorn                              $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0   0
                8                   2008-6-7    Saturday     10:24:00 PM   TVQ10          Afl: Essendon V Hawthorn                              $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0   0   0
                9                   2008-6-7    Saturday     11:12:00 PM   TVQ10          Movie: With Friends Like These                        $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0   0   0     0
               10                   2008-6-7    Saturday     11:37:00 PM   TVQ10          Movie: With Friends Like These                        $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0   0   0     0   0
               11                   2008-6-8     Sunday      12:13:00 AM   TVQ10          Movie: With Friends Like These                        $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0   0   0     0   0   0
               12                   2008-6-8     Sunday      12:13:00 AM   NEW10          Movie: With Friends Like These                        $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0   0   0     0   0   0   0
               13                   2008-6-8     Sunday      1:21:00 AM    TVQ10          Crime Files                                           $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0   0   0     0   0   0   0   0
               14                   2008-6-8     Sunday      10:21:00 PM   ADS10          Supernatural                                          $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0   0   0     0   0   0   0   0   0
               15                   2008-6-8     Sunday      10:23:00 PM   NEW10          Supernatural                                          $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               16                   2008-6-8     Sunday      10:32:00 PM   TVQ10          Supernatural                                          $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               17                   2008-6-8     Sunday      10:33:00 PM   ATV10          Supernatural                                          $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               18                   2008-6-8     Sunday      11:07:00 PM   TVQ10          Flight of the Conchords                               $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               19                   2008-6-8     Sunday      11:12:00 PM   NEW10          Flight of the Conchords                               $0        0          2.68           0       $0.00              0    $0        0    $0     116,805       2.68       1 2.68                        0          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               20                   2008-6-8     Sunday      11:13:00 PM   TEN10          Flight of the Conchords                               $0     1.38          4.06      60,168       $0.00        41,208     $0        0    $0     158,013       3.63    1.12 3.63                     0.44          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               21                   2008-6-8     Sunday      11:13:00 PM   ATV10          Flight of the Conchords                               $0        0          4.06           0       $0.00              0    $0        0    $0     158,013       3.63    1.12 3.63                     0.44          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               22                   2008-6-8     Sunday      11:13:00 PM   ADS10          Flight of the Conchords                               $0        0          4.06           0       $0.00              0    $0        0    $0     158,013       3.63    1.12 3.63                     0.44          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               23                   2008-6-9     Monday      1:02:00 AM    TEN10          M Racing: Motogp                                      $0     0.56          4.62      24,293       $0.00        12,109     $0        0    $0     170,121        3.9    1.18 3.9                      0.71          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               24                   2008-6-9     Monday      2:14:00 PM    ADS10          Afl: Melbourne V Collingwood                          $0        0          4.62           0       $0.00              0    $0        0    $0     170,121        3.9    1.18 3.9                      0.71          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               25                   2008-6-9     Monday      2:44:00 PM    TVQ10          Afl: Melbourne V Collingwood                          $0        0          4.62           0       $0.00              0    $0        0    $0     170,121        3.9    1.18 3.9                      0.71          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               26                   2008-6-9     Monday      2:44:00 PM    TEN10          Afl: Melbourne V Collingwood                          $0      1.7          6.32      73,901       $0.00        66,237     $0        0    $0     236,359       5.42    1.16 5.42                     0.89          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               27                   2008-6-9     Monday      3:24:00 PM    TEN10          Afl: Melbourne V Collingwood                          $0     1.87          8.18      81,397       $0.00        19,484     $0        0    $0     255,843       5.87    1.39 5.87                     2.31          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               28                   2008-6-9     Monday      3:24:00 PM    TVQ10          Afl: Melbourne V Collingwood                          $0        0          8.18           0       $0.00              0    $0        0    $0     255,843       5.87    1.39 5.87                     2.31          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               29                   2008-6-9     Monday      5:21:00 PM    ATV10          Afl: Melbourne Demons Vs Collingwood Magpies          $0        0          8.18           0       $0.00              0    $0        0    $0     255,843       5.87    1.39 5.87                     2.31          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               30                   2008-6-9     Monday      10:04:00 PM   TVQ10          Big Brother                                           $0        0          8.18           0       $0.00              0    $0        0    $0     255,843       5.87    1.39 5.87                     2.31          0                      0                           0    0   0   0     0   0   0   0   0   0   0
               31                   2008-6-9     Monday      10:24:00 PM   TEN10          Big Brother                                           $0     4.96        13.14      216,132       $0.00       164,668     $0        0    $0     420,512       9.65    1.36 9.65                     3.32       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
               32                   2008-6-9     Monday      10:25:00 PM   NEW10          Big Brother: Big Mouth                                $0        0        13.14            0       $0.00              0    $0        0    $0     420,512       9.65    1.36 9.65                     3.32       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
               33                   2008-6-9     Monday      11:43:00 PM   TVQ10          Late Show With David Letterman                        $0        0        13.14            0       $0.00              0    $0        0    $0     420,512       9.65    1.36 9.65                     3.32       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
               34                   2008-6-9     Monday      11:43:00 PM   ADS10          The Late Show With David Letterman                    $0        0        13.14            0       $0.00              0    $0        0    $0     420,512       9.65    1.36 9.65                     3.32       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
               35                   2008-6-11   Wednesday    11:51:00 PM   TVQ10          The Late Show With David Letterman                    $0        0        13.14            0       $0.00              0    $0        0    $0     420,512       9.65    1.36 9.65                     3.33       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
               36                   2008-6-12   Thursday     11:49:00 PM   TVQ10          The Late Show With David Letterman                    $0        0        13.14            0       $0.00              0    $0        0    $0     420,512       9.65    1.36 9.65                     3.33       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
               37                   2008-6-14   Saturday     11:12:00 PM   ADS10          Movie: Snatch                                         $0        0        13.14            0       $0.00              0    $0        0    $0     420,512       9.65    1.36 9.65                     3.33       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0
               38                   2008-6-15    Sunday      12:19:00 AM   TVQ10          Movie: Snatch                                         $0        0        13.14            0       $0.00              0    $0        0    $0     420,512       9.65    1.36 9.65                     3.33       0.17                      0                           0    0   0   0     0   0   0   0   0   0   0

                                                                                                                                                                          Schedule By Month
              Month                   Spots       Tarp          Proj         Total                           CPT                         CPM         OR%           OR         OCPRM       OCPR%       Ave Freq   1+      2+      3+      4+          5+          6+       7+             8+            9+                 10+                    11+                 13+
                                                                                                                                                                                                                                                                                                                                                                   12+ 14+ 15+
                                      Count         %          (000's)        Cost                                                                              (000's)
             Jun-08                    38            13.14       572,696             $0                                         $0             $0       0.17              7          $0          $0        1.36 9.65       3.33 0.17           0          0           0        0                 0          0                      0                          0 0 0 0             0
                                       38           13.14       572,696              $0                                         $0             $0      0.17               7          $0          $0       1.36 9.65       3.33 0.17            0          0           0        0                 0          0                      0                          0 0 0 0             0




                                                                                                                                                                                            25
1                           349        153           74   21.26     57   16.41    1.3   161.78
2                        1,017         458          115   11.39     87    8.59   1.33    86.68
3                           812        348           93    11.5     69    8.59   1.34    87.49
4                        1,079         480          182   16.93    130   12.12    1.4   128.79
5 plus                   1,097         406           93     8.5     70    6.44   1.32     64.7
GroceryBuyerAge
0 to 29                     314        113           22     7.1     20    6.54   1.09    54.04
30 to 39                 1,089         429          141   12.96    101    9.36   1.38     98.6
40 to 54                 1,753         766          262   14.98    191   10.93   1.37   113.95
55 to 64                    615        275           73   11.93     62   10.07   1.18    90.77
65 plus                     583        262           60   10.31     39    6.86    1.5    78.43
LifeCycle
Single/Couple with GB < 40 358         125           52   14.55     43   12.25   1.19   110.71
                             64
Single/Couple with GB 40 to 505        250           65   12.95     54   10.71   1.21     98.5
                            451
Single/Couple with GB 65 plus          212           48   10.86     31    6.94   1.57    82.59
Grp Hlds with GB < 55       508        203           69   13.62     45    9.05   1.51   103.65
Grp Hlds with GB 55 plus    306        127           53   17.56     42   13.99   1.26   133.56
Family with infants (<5)    978        377           94    9.69     62    6.39   1.52    73.75
Family with teens (13 - 17) 428        177           60   14.12     44   10.31   1.37   107.39
Family Other (5 - 12)       820        374          114      14     91   11.12   1.26   106.54
EducationQualifications
                            312
Not yet or never attended school       132           16     5.3     13    4.21   1.26    40.29
At School                   670        308           54    8.13     38    5.76   1.41    61.85
Left School without HSQ     576        250          103   17.92     72   12.61   1.42   136.32
Completing/achieved HSQ     451        177           72   15.98     56   12.41   1.29   121.61
                            990        423
Completing/achieved technical/trade qualification   150   15.15    111   11.27   1.34   115.26
                         1,356
Completing/achieved university degree 555           163   12.05    124    9.15   1.32    91.65
Age
0                            42         20            0       0      0       0      0        0
1                            61         27            3     5.2      2    4.27   1.22    39.58
2                            48         19            0       0      0       0      0        0
3                            56         23           10   18.21      7    13.8   1.32   138.56
4                            69         29            0       0      0       0      0        0
5                            30         13            3    9.72      2    8.74   1.11    73.98
6                            56         23            3    6.75      1    3.43   1.97    51.37
                                                              26
7                            68         29            5    8.45      4    7.24   1.17     64.3
8                            52         22            0       0      0       0      0        0
9                            57         24            4    8.61      2    4.32   1.99     65.5
10                           50         29            0       0      0       0      0        0
29   76   26   15   20.27    10   13.82   1.47   154.24
30   82   29    8    9.92     5     6.6    1.5    75.47
31   65   21    9   14.25     8   13.44   1.06   108.43
32   53   17    6   12.23     5    9.88   1.24    93.05
33   82   25    6       8     6     7.6   1.05    60.89
34   67   21   26   39.59    15   23.48   1.69    301.2
35   65   25   13   20.87    10   16.42   1.27   158.81
36   69   29    8   12.61     8   12.26   1.03    95.97
37   71   31    8   11.25     5    7.26   1.55    85.59
38   46   20    9    20.6     9   20.07   1.03   156.73
39   70   30   12   17.76     7    10.9   1.63   135.13
40   75   33    7    9.41     7     9.5   0.99    71.56
41   84   34   25   30.09    16   19.84   1.52   228.93
42   59   22   18   30.47    13   23.44    1.3   231.82
43   56   22   18   32.38    10   18.38   1.76   246.35
44   48   20    5   11.75     5   11.32   1.04    89.38
45   44   20    8   18.65     7   17.02    1.1    141.9
46   63   28    9   14.28     7   11.05   1.29   108.67
47   66   32   15   22.99     9    14.7   1.56   174.87
48   68   31    5    8.02     5    7.41   1.08    61.01
49   67   31   11   16.96    10   15.36    1.1   129.02
50   62   32   13   21.53    10   16.89   1.28   163.81
51   53   28    3    6.67     1    3.33      2    50.73
52   53   28    9   16.88     6   12.21   1.38   128.41
53   53   27   10   19.24     4    8.73    2.2    146.4
54   52   27    1    3.02     1    2.99   1.01    22.95
55   46   17    0       0     0       0      0        0
56   43   18    6   13.83     5   13.51   1.02   105.21
57   47   16    1    4.13     1    2.52   1.64    31.44
58   68   26   10   15.18     9   13.27   1.14   115.46
59   62   21    8   13.23     8   13.45   0.98   100.64
60   30   19    8   26.33     4   14.03   1.88   200.32
61   53   33    4    8.97     3    6.08   1.47    68.23
62   36   23    5   14.32     5    14.2   1.01   108.96
63   46   26    3    6.66     2    4.98   1.34    50.69
                        27
64   37   20    2     6.2     2    6.12   1.01    47.19
65   21   13    4   21.61     2    9.56   2.26   164.41
66   51   24    2    4.83     2    4.69   1.03    36.75
67   30   15    0       0     0       0      0        0
                          Pioneers                                                           0                                 0                               0                          0                                          0       0    0               0
                          Baby Boomers                                                       0                                 0                               0                          0                                          0       0    0               0
                          Generation X                                                       0                                 0                               0                          0                                          0       0    0               0
                          Generation Y                                                       0                                 0                               0                          0                                          0       0    0               0
                          Generation Z                                                       0                                 0                               0                          0                                          0       0    0               0
                          Generation Next                                                    0                                 0                               0                          0                                          0       0    0               0
                          PresenceOfPVR
                          No                                                                 0                                 0                               0                          0                                          0       0    0               0
                          Yes                                                                0                                 0                               0                          0                                          0       0    0               0
                                                                                                                                                                           June                                           June                                       June
                                                                                                                                                                                  1   2        3   4   5   6   7   Wkly          8       9   10   11   12 13 14 Wkly 15 16 17 18 19 20 21 Wkly
                               Program         Avg Tarp   Station   Day       From Time          To Time                Duration Unit Cost   CPT        Spots Total Cost          S   M        T   W   H   F   A   Ach           S       M    T    W    H F A Ach S M T W H F A Ach

                                Supernatural      0        ADS10    Sun         10:21   PM                 10:21   PM                   $0         $0    1           $0                                                          1
                     Flight of the Conchords      0        ADS10    Sun         11:13   PM                 11:13   PM                   $0         $0    1           $0                                                          1
                Afl: Melbourne V Collingwood      0        ADS10    Mon          2:14   PM                  2:14   PM                   $0         $0    1           $0                                                                  1
          The Late Show With David Letterman      0        ADS10    Mon         11:43   PM                 11:43   PM                   $0         $0    1           $0                                                                  1
                          Movie: About A Boy      0        ADS10    Fri         10:12   PM                 10:12   PM                   $0         $0    1           $0                                    1
                   Afl: Essendon Vs Hawthorn      0        ADS10    Sat          8:01   PM                  8:01   PM                   $0         $0    1           $0                                        1
                               Movie: Snatch      0        ADS10    Sat         11:12   PM                 11:12   PM                   $0         $0    1           $0                                                                                     1

                                                                          Total ADS10                                                              $0    7           $0                                    1   1                 2       2                  1

                                Supernatural      0        ATV10    Sun         10:33 PM                   10:33 PM                     $0         $0    1           $0                                                          1
                     Flight of the Conchords      0        ATV10    Sun         11:13 PM                   11:13 PM                     $0         $0    1           $0                                                          1
Afl: Melbourne Demons Vs Collingwood Magpies      0        ATV10    Mon          5:21 PM                    5:21 PM                     $0         $0    1           $0                                                                  1

                                                                          Total ATV10                                                              $0    3           $0                                                          2       1

              Movie: With Friends Like These      0        NEW10    Sun         12:13   AM                 12:13   AM                   $0         $0    1           $0                                                          1
                                Supernatural      0        NEW10    Sun         10:23   PM                 10:23   PM                   $0         $0    1           $0                                                          1
                     Flight of the Conchords      0        NEW10    Sun         11:12   PM                 11:12   PM                   $0         $0    1           $0                                                          1
                      Big Brother: Big Mouth      0        NEW10    Mon         10:25   PM                 10:25   PM                   $0         $0    1           $0                                                                  1

                                                                          Total NEW10                                                              $0    4           $0                                                          3       1

                     Flight of the Conchords     1.38      TEN10    Sun         11:13   PM                 11:13   PM                   $0         $0    1           $0                                                          1                               1.38
                            M Racing: Motogp     0.56      TEN10    Mon          1:02   AM                  1:02   AM                   $0         $0    1           $0                                                                  1                       0.56
                Afl: Melbourne V Collingwood      1.7      TEN10    Mon          2:44   PM                  2:44   PM                   $0         $0    1           $0                                                                  1                        1.7
                Afl: Melbourne V Collingwood     1.87      TEN10    Mon          3:24   PM                  3:24   PM                   $0         $0    1           $0                                                                  1                       1.87
                                 Big Brother     4.96      TEN10    Mon         10:24   PM                 10:24   PM                   $0         $0    1           $0                                                                  1                       4.96
                          Movie: About A Boy     2.68      TEN10    Fri         10:00   PM                 10:00   PM                   $0         $0    1           $0                                    1       2.68

                                                                          Total TEN10                                                              $0    6           $0                                    1       2.19          1       4                      10.95



                                                                                                                                                                                          28
    Movie: With Friends Like These   0   TVQ10   Sun         12:13   AM   12:13   AM   $0   $0   1    $0
                     Movie: Snatch   0   TVQ10   Sun         12:19   AM   12:19   AM   $0   $0   1    $0
                       Crime Files   0   TVQ10   Sun          1:21   AM    1:21   AM   $0   $0   1    $0
                      Supernatural   0   TVQ10   Sun         10:32   PM   10:32   PM   $0   $0   1    $0
           Flight of the Conchords   0   TVQ10   Sun         11:07   PM   11:07   PM   $0   $0   1    $0
      Afl: Melbourne V Collingwood   0   TVQ10   Mon          2:44   PM    2:44   PM   $0   $0   1    $0
      Afl: Melbourne V Collingwood   0   TVQ10   Mon          3:24   PM    3:24   PM   $0   $0   1    $0
                       Big Brother   0   TVQ10   Mon         10:04   PM   10:04   PM   $0   $0   1    $0
    Late Show With David Letterman   0   TVQ10   Mon         11:43   PM   11:43   PM   $0   $0   1    $0
The Late Show With David Letterman   0   TVQ10   Wed         11:51   PM   11:51   PM   $0   $0   1    $0
           Everybody Loves Raymond   0   TVQ10   Thu         12:23   AM   12:23   AM   $0   $0   1    $0
The Late Show With David Letterman   0   TVQ10   Thu         11:49   PM   11:49   PM   $0   $0   1    $0
          Afl: Essendon V Hawthorn   0   TVQ10   Sat          8:25   PM    8:25   PM   $0   $0   1    $0
          Afl: Essendon V Hawthorn   0   TVQ10   Sat          9:56   PM    9:56   PM   $0   $0   1    $0
          Afl: Essendon V Hawthorn   0   TVQ10   Sat         10:16   PM   10:16   PM   $0   $0   1    $0
          Afl: Essendon V Hawthorn   0   TVQ10   Sat         10:24   PM   10:24   PM   $0   $0   1    $0
    Movie: With Friends Like These   0   TVQ10   Sat         11:12   PM   11:12   PM   $0   $0   1    $0
    Movie: With Friends Like These   0   TVQ10   Sat         11:37   PM   11:37   PM   $0   $0   1    $0

                                                       Total TVQ10                          $0   18   $0

                                                 Total Television                           $0   38   $0




                                                                     29
Appendix 4

Aqx Burst Report  MTV
                 :  Burst Report*                                              Applied 
                                                            Data Entitlements : 
Period :          6/01/2008 - 3/01/2009 
Data Types :      Burst Bar, Burst $(000's), Burst #, Burst GRP (TTLPPL), Column $(000's), (More...) 
Query Style :     ¼ hour, Consolidated, RTV-Sub Market 
Dictionary :      Selection Made 
Media :           Selection Made 
                                                            Grand Total        Jan-08           Feb-08         Mar-08         Apr-08
                                                                               06      13 20 27 03 10    17 24 02 09 16 23 30 06 13 20 27
Johnnie Walker Black Label Scotch
    Burst Bar
    Burst $                                                         84                                     70                    14
    Burst #                                                         54                                     32                    22
    Burst GRP (TTLPPL)                                              0                                      0                     0
    Week $                                                          84                              8    13 27 22           6 3     5
    Week #                                                          54                              3    7 15 7             5 8 2 1 6
    Week GRP (TTLPPL)                                               0                               0    0 0 0              0 0 0 0 0
    Burst Average $                                                 2                                      17                   3
    Burst Average #                                                 1                                      8                    4
    Burst Average GRP (TTLPPL)                                      0                                      0                    0
Johnnie Walker Corp
    Burst Bar
    Burst $                                                        510
    Burst #                                                        548                           46
    Burst GRP (TTLPPL)                                              0                             0
    Week $                                                         510
    Week #                                                         548                  16 6 4 5 8       3   4
    Week GRP (TTLPPL)                                               0                   0 0 0 0 0        0   0
    Burst Average $                                                 10                            0
    Burst Average #                                                 11                            7
    Burst Average GRP (TTLPPL)                                      0                             0




                                                               30
Johnnie Walker Red Label Sctch
    Burst Bar
    Burst $                       707       59                 432                               216
    Burst #                       474       37                 231                               206
    Burst GRP (TTLPPL)             0         0                  0                                 0
    Week $                        707    58      1    82 84   83 66   59 57             72 32   56 25   6 25
    Week #                        474    35      2    56 44   42 27   43 19             38 51   51 28   13 25
    Week GRP (TTLPPL)              0      0      0    0 0     0 0     0 0               0 0     0 0     0 0
    Burst Average $                14       30                  72                                36
    Burst Average #                9        19                  39                                34
    Burst Average GRP (TTLPPL)     0         0                  0                                 0
                  $              1,300   58      1 82 84      91 79   86 79   6 3 5 72 32       56 25   6 25    35 19 20 75 166 114   81
Grand Total       #              1,076   35      18 6 60 49   53 37   62 26   5 8 2 1 6 38 51   51 28   13 25   11 82 68 45 123 99    74
                  GRP (TTLPPL)     0      0      0 0 0 0      0 0     0 0     00000 0 0         0 0     0 0     0 0 0 0 0 0            0




                                                                              31
Appendix 5

Report:                             Jun 2008, 08 x Burst $
Media Type:                         Metropolitan Television
Filters:                            No Filters Applied
Dictionary:                         Johnnie Walker Black Label Scotch, Johnnie Walker Corp, Johnnie Walker Red Label & Cola, Johnnie Walker Red Label Sctch, Johnnie Walker Sc
Media:                              Metropolitan Television, Regional Television, Metropolitan Press, Regional Press, Magazines, Metropolitan Radio, Online, Cinema, Out of Ho
Period:                             1/06/2008 - 5/07/2008                                                                               Metropolitan Television
Description                         Media     Key Number      Date         Day    Time         Duration Program
                                                                                           PIB NIB                                                     TTLPPL
Johnnie Walker   Red   Label   SctchNEW10     DDJ1384302    2008-6-9     Monday   22:25:13 5   7     30 Big Brother: Big Mouth                           3.5
Johnnie Walker   Red   Label   SctchNEW10     DDJ1384302    2008-6-8     Sunday   0:13:31 3    5     30 Movie: With Friends Like These                   0.5
Johnnie Walker   Red   Label   SctchNEW10     DDJ1384302    2008-6-8     Sunday   23:12:27 1   4     30 Flight of the Conchords                          2.1
Johnnie Walker   Red   Label   SctchTEN10     DDJ1384302    2008-6-9     Monday   14:44:47 5   8     30 Afl: Melbourne V Collingwood                     1.7
Johnnie Walker   Red   Label   SctchTEN10     DDJ1384302    2008-6-9     Monday   15:24:01 5   7     30 Afl: Melbourne V Collingwood                      2
Johnnie Walker   Red   Label   SctchTEN10     DDJ1384302    2008-6-9     Monday   22:24:29 3   6     30 Big Brother                                      5.6
Johnnie Walker   Red   Label   SctchATV10     DDJ1384302    2008-6-8     Sunday   22:33:09 5   8     30 Supernatural                                     3.3
Johnnie Walker   Red   Label   SctchATV10     DDJ1384302    2008-6-8     Sunday   23:13:44 4   5     30 Flight of the Conchords                          1.8
Johnnie Walker   Red   Label   SctchATV10     DDJ1384302    2008-6-9     Monday   17:21:49 5   7     30 Afl: Melbourne Demons Vs Collingwood Magpies    12.7
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-5    Thursday  0:23:36 3    7     30 Everybody Loves Raymond                          0.4
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-7    Saturday  20:25:18 4   8     30 Afl: Essendon V Hawthorn                         2.4
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-7    Saturday  21:56:37 5   9     30 Afl: Essendon V Hawthorn                         1.5
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-7    Saturday  22:16:04 5   6     30 Afl: Essendon V Hawthorn                          1
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-7    Saturday  22:24:34 4   6     30 Afl: Essendon V Hawthorn                          1
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-7    Saturday  23:12:48 6   7     30 Movie: With Friends Like These                   0.6
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-7    Saturday  23:37:43 5   7     30 Movie: With Friends Like These                   0.1
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-8     Sunday   0:13:30 5    6     30 Movie: With Friends Like These                   0.2
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-8     Sunday   1:21:35 2    4     30 Crime Files                                      0.7
Johnnie Walker   Red   Label   SctchTEN10     DDJ1384302    2008-6-9     Monday   1:02:14 4    8     30 M Racing: Motogp                                 0.6
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-8     Sunday   23:07:11 4   4     30 Flight of the Conchords                          1.5
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-9     Monday   14:44:47 5   7     30 Afl: Melbourne V Collingwood                     1.9
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-9     Monday   15:24:01 5   7     30 Afl: Melbourne V Collingwood                     1.7
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-9     Monday   22:04:30 3   8     30 Big Brother                                      2.4
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-9     Monday   23:43:54 2   2     30 Late Show With David Letterman                   0.8
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-11   Wednesday 23:51:35 2   2     30 The Late Show With David Letterman               0.5
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-12   Thursday  23:49:17 2   3     30 The Late Show With David Letterman               0.9
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-15    Sunday   0:19:09 2    7     30 Movie: Snatch                                     1
Johnnie Walker   Red   Label   SctchADS10     DDJ1384302    2008-6-6     Friday   22:12:44 4   7     30 Movie: About A Boy                               3.3
Johnnie Walker   Red   Label   SctchADS10     DDJ1384302    2008-6-7    Saturday  20:01:53 3   7     30 Afl: Essendon Vs Hawthorn                        6.9
Johnnie Walker   Red   Label   SctchADS10     DDJ1384302    2008-6-8     Sunday   22:21:55 3   8     30 Supernatural                                     5.4
Johnnie Walker   Red   Label   SctchADS10     DDJ1384302    2008-6-8     Sunday   23:13:28 4   5     30 Flight of the Conchords                          2.9
Johnnie Walker   Red   Label   SctchADS10     DDJ1384302    2008-6-9     Monday   14:14:18 4   8     30 Afl: Melbourne V Collingwood                     6.8
Johnnie Walker   Red   Label   SctchADS10     DDJ1384302    2008-6-9     Monday   23:43:24 1   3     30 The Late Show With David Letterman               1.3
Johnnie Walker   Red   Label   SctchADS10     DDJ1384302    2008-6-14   Saturday  23:12:23 4   7     30 Movie: Snatch                                     3
Johnnie Walker   Red   Label   SctchTEN10     DDJ1384302    2008-6-8     Sunday   23:13:28 3   4     30 Flight of the Conchords                           2
Johnnie Walker   Red   Label   SctchTVQ10     DDJ1384302    2008-6-8     Sunday   22:32:24 3   8     30 Supernatural                                     4.5
Johnnie Walker   Red   Label   SctchTEN10     DDJ1384302    2008-6-6     Friday   22:00:46 4   7     30 Movie: About A Boy                               2.4
Johnnie Walker   Red   Label   SctchNEW10     DDJ1384302    2008-6-8     Sunday   22:23:40 7   8     30 Supernatural                                     3.8
                                    Grand total                38                                   ###                                                 94.7




                                                                                32
   Appendix 6


   The New York campaign involved a wide range of art related communication activities.
The brand-related works of art were created by two British artists and showed in the galleries
to let people know the long and excellent history of Johnnie Walker. Besides, the company
sponsored about 100 gallery openings and events in New York, as well as private gallery
parties in Chicago and Los Angeles (Darcy, 2010).Furthermore, an integrated communication
campaign that includes print, out-of-home, public relations and P-O-P and merchandising
consistently displayed the tagline: "For those who know what to look for” (Darcy, 2010). This
campaign has achieved great success in the US. According to the company spokesman, sales
volumes increased 25%-30% in December compared to the same period a year earlier, while
in New York, where most of the campaign has taken place, sales volumes grew by 49% in just
two months after the campaign started. (Hilton, 2007).




                                                33
   Appendix 7


   Another Blue Label successful campaign was in Dubai airport between December 2007
and January 2008. Johnnie Walker offered Blue Label purchasers a chance to win a
Mercedes-Benz SL600, which attracted a record number of entries in Dubai airport (Adam,
2008).


   Blue label also uses specific designed gift packs to promote its image, such as the 2010
gift pack that includes a numbered bottle and two crystal glasses made by Scottish crystal
maker Glencairn draped in a satin-touch fabric dubbed Ottoman (Packaging News, 2010).


   Blue Label is also involved in charity events, such as the 2007 charity dinner and auction,
held at the Shangri-La Hotel in Singapore where benefices were given to the Singapore Red
Cross (The Business Time, 2007).


   Johnnie Walker also sponsors a regular golf event “Johnnie Walker Championship”
(MacVicar, 2007). At the same time, Johnnie Walker has sponsored and held another golf
event called "the Johnnie Walker Blue Label Trophy", which will be played out between
seven of Australia’s top golf clubs and provides participants a unique opportunity to win the
exciting prize of a golfing clinic with legend Greg Norman. The tournament will be held
across the Asia-Pacific region with countries including China and Korea holding local events
(Iseekgolf, 2010).
   Jonnie Walker has also been sponsoring Formula One team McLaren-Mercedes since
2005. A responsible drinking campaign has been created and a wide range of high profile
activities involving the team have been conducted since 2005, helping the brand to establish
the reputation of a responsible company (formula one, 2010) .




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