U SA 1

USA
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USA Network celebrates the characters on our screens, and in our audience. We focus on unique characters because at USA, we
believe behind every flaw is a remarkable talent. Beyond every quirk, a great story’s waiting to be told. Always reflective, inclusive
and relatable, we’re devoted to the characters that make us, USA.
Through original programs, quality series and box-office favorites, USA Network creates an emotional connection with our audience on
every platform – inviting them to take part, and show us their characters too.
USA Network is cable television's leading provider of original series and web content for hits such as “Covert Affairs,” “Burn Notice,”
“Suits,” “Necessary Roughness,” “Royal Pains,” “White Collar,” “Psych,” “In Plain Sight,” and reality show “Tough Enough”. USA
is also home to top acquired series “NCIS,” “NCIS: Los Angeles,” “CSI,” “Law & Order: SVU,” and “House,” as well as sports and
entertainment events including “WWE Raw” and blockbuster theatrical films. USA is the #1 network in basic cable and is seen in
99.4 million U.S. homes.
Network ProgrAm FormAt
Local Avails:
2 minutes per hour
times:
Breaks occur inside the program
(For paid programming breaks occur right after program)
Insertion Hours:
24 hours per day/7 days per week
Subscribers:
99+ million
Network INFormAtIoN
Source: Nielsen Media Research,3Q’11
Service type:
Basic
Satellite Feed:
Dual
Launch Date:
April 1977
ownership:
NBCUniversal
beNeFItS to ADvertISerS
1. USA has been the number one network with Cable viewers for 6 years in a row, fueled by our hit shows. Following Psych in 2006,
In Plain Sight in 2007, Burn Notice in 2008, Royal Pains in 2009, and Covert Affairs in 2010, USA’s Originals continued to dominate
in the ratings in 2011. In the summer of 2011, USA premiered six scripted originals in four weeks. Among these series, USA
launched two new originals – Suits and Necessary Roughness — the #2 and #3 new scripted series of the year. In fact, within
our competitive set, there’s no other network whose ratings combined with a quality audience comes close to ours. USA continues
to reinforce our market leading position as the #1 destination for viewers successfully building upon our foundation: “Characters
Welcome.” USA has 6 of this year’s top 10 Scripted Originals on cable (Burn Notice, Suits, Necessary Roughness, Covert Affairs,
Royal Pains and White Collar) and four of the top ten Acquireds (NCIS, Law & Order: SVU, House, and CSI.) In 2012, USA will
continue to build upon our pledge to deliver quality, original programming, starting with the launch of Common Law, USA’s newest
original. With this exciting and continually expanding lineup, advertisers have even more distinctive and innovative opportunities
to partner with us.
Source: Nielsen, 2011TD = 12/27/10-9/25/11, Cable Network Rank = M-Su 8p-11p, #2,3 New Series = P18-49, Scripted Original Series Rank = Premiere
Trackages, Acquired Program Rank = M-Su 7p-12a, showing networks airing in 100% of the daypart, regularly scheduled programs only with 5+ TCs,
C3 (000) Data.
2.
It’s not just our on-air programming that delivers results for our partners; USA goes beyond the TV screen inviting our fans to be an
active character by constantly engaging them on all platforms, 24/7. In 2011, USA connected with over 15 million active fans and
followers each month collectively on usanetwork.com, the primary hub of all things digital, on USA mobile, through full stream
episodes and short form content on Hulu, VOD, and through social experiences on Facebook and Twitter. Always at the forefront
of the latest technologies, we constantly ideate and innovate to develop highly engaging content and activities to create the best
brand experience possible. Tapping into our success with Character Chatter, USA’s social conversation hotspot, a multi-platform
destination that aggregates all social chatter into one fluid stream of text, images and videos, we’re able to develop groundbreaking initiatives such as live polling, live on-air scrolls, and hosted live chats on Facebook for our partners. From two screen
experiences, companion apps and social games, we continue to be leaders in innovation by developing cutting-edge Social TV
experiences for our partners. As the digital arm for the #1 cable network, we are consistently finding ways to enhance our fans
TV experience and continue to turn passive viewers into active participants.
Source: June 11 Online = Omniture uniques to USANetwork.com + Nielsen uniques USA content on Hulu; Widgets = Omniture uniques to USA widgets;
Mobile = Omniture USA HTML + Video WAP and App; VOD = Rentrak uniques to USA content on VOD; Facebook fans and Twitter followers as of 7/28/11.
3.
USA Strategic Marketing understands advertiser challenges and the need to connect with elusive, media-savvy consumers. We
provide a deeper connection with our audience and innovative ways to extend brand messages far beyond advertising, reaching
consumers at every touch point in their lives. Our marketing solutions are filtered through our “Characters Welcome” brand lens
enabling us to organically integrate advertisers into the fabric of the channel by showcasing a brand’s unique “character” on-air,
digitally, or in a live consumer experience. Known as one of the most recognizable brands on Cable TV, the Characters Welcome
brand offers partners the opportunity to benefit from our ratings and reach via unique Character Brandworks solutions that
resonate with consumers, generate buzz & garner attention for brands. USA. Characters Welcome. Advertisers Welcome.
Brands Welcome.
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USA
USA Network
USA
USA Network
reSeArCH
vIewer tArgeteD
Persons, men & women: 18-34, 18-49, 25-54
vIewer ProFILe
base: Persons 18+
USA Network Median Age:
Median Household Income:
HHI
HHI
HHI
HHI
HHI
53
$48,000
% Audience Composition
43%
4+ Years College:
32%
Home Owner:
35%
Multi-Car Owner:
16%
16%
$60K+:
$75K+:
$50K+ w/College:
$50K+ w/Child:
$50K+ POM
25%
71%
25%
Source: Nielsen, 2011TD = 12/27/10-9/25/11, M-Su 8p-11p, Audience Composition based on P18+, C3 Data.
vIewer LIFeStYLe
Financial
Tax preparation: used any internet/online tax
preparation program
Investment activity: personal money manager
Credit cards owned: 5+
Credit cards: usually or always carry a balance
Index
132
116
116
108
Leisure Activities
Entertain friends/family at home: 2+ times a week
Barbecuing 2-3 times a month
Go to bars/night clubs: 2+ times a week
Attending movies: 2-3 times a month
Playing computer games: 2+ times a week
Dining out: 2+ times a week
Cellular/mobile/Smartphones
Looked at an advertisement sent via text
Used text messaging to respond to advertisement
Used text messaging to vote in a contest, make
a choice, or give an opinion
Watched a downloaded or streamed TV program
Average monthly bill: $100+
126
121
121
119
116
115
Internet
Used on-line gambling site
Played games online
Visited a TV network or Show’s website
Obtained sports news/information
Obtained info for new/used car purchase
Downloaded music
Paid bills on-line
Made a purchase for personal use
electronics
Video games: bought 10+/past 12 months
Rented: 5+ DVDs/Blu-rays/past month
Bought 3+ DVDs/Blu-rays/past month
Most recent TV purchases-Screen over 42”
Portable GPS: bought/last 12 months
Most recent TV purchase: $1,000+
MP3 player (portable): any MP3 player
you personally own
144
128
124
121
107
Index
154
126
126
119
119
116
110
109
139
123
118
116
112
111
108
Source: MRI 2011 Cable Study, based=P18+, Index to National Average.
DAYPArt vIewINg
Daypart
Total Day
Early Morning
Day
Early Fringe
Primetime
Late Night
Weekend
Overnight
Mon-Fri & Sat/Sun
Mon-Sun
Mon-Fri
Mon-Fri
Mon-Sun
Mon-Sun
Sat/Sun
Mon-Sun
8a-2a & 9a-2a
6a-8a
8a-4p
4p-7p
7p-12p
12a-2a
9a-7p
2a-6a
Source: Nielsen, 2011TD = 12/27/10 - 09/25/11,C3 Data.
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% Audience Composition (P18+)
P18-34
P18-49
P25-54
20%
44%
46%
20%
47%
51%
23%
48%
46%
20%
42%
43%
18%
41%
46%
20%
48%
51%
21%
45%
46%
23%
53%
59%
ProgrAmmINg
ProgrAmmINg geNreS: Drama (General), Comedy, Entertainment, Family, Movies, Sports: Wrestling
vIewer tArgeteD ProgrAmmINg
Persons 18-34, 18-49, 25-54: Royal Pains, Covert Affairs, Necessary Roughness, Suits, White Collar,
Psych, Burn Notice, In Plain Sight, Law & Order: SUV, NCIS, NCIS: Los Angeles, House, and WWE Monday
Night RAW
New ProgrAmS For 2012/PoPULAr eStAbLISHeD ProgrAmS
USA is a general entertainment network focused on delivering compelling programming that captures
viewers and provides a target rich environment for our advertisers. We continue to strengthen our
position as the market leader by successfully sustaining hit series, such as Burn Notice, Covert Affairs,
Royal Pains, White Collar, Psych, Fairly Legal, and In Plain Sight, as well as launching news original in
2011, Suits and Necessary Roughness. With new originals constantly in development, USA continues to
reinforce its position as a top Cable network for original programming. We’re also home to 4 of the top
10 Acquired series on cable (NCIS, Law & Order: SVU, House, and CSI). USA continues to thrill millions of
viewers each week with WWE Monday Night RAW. RAW is the only cable program that provides 52 weeks
of original programming each year. By focusing on quality original programming, USA continues to
deliver the hits with old favorites like Burn Notice and Psych, and new favorites like Suits and Necessary
Roughness.
Source: Nielsen, 2011TD = 12/27/10-9/25/11, Cable Network Rank = M-Su 8p-11p, Scripted Original Series Rank = Premiere Trackages, Acquired Program Rank
= M-Su 7p-12a, showing networks airing in 100% of the daypart, regularly scheduled programs only with 5+ TCs, C3 (000) Data.
USA Network originals:
Suits, Necessary Roughness, Covert Affairs, White Collar, Royal Pains, Psych, Burn Notice, Fairly Legal, In
Plain Sight
USA Network Franchise events:
WWE: Monday Night RAW, Westminster Kennel Club Dog Show
box-office theatricals:
Public Enemies, G.I. Joe Rise of Cobra, Couples Retreat, Shutter Island
Acquired Series:
House, NCIS, NCIS: Los Angeles, Law & Order: SVU, CSI
movie/Series Stunts:
“Best of Burn” Burn Notice End of Year Marathon; Resolve to Watch New Year’s Marathon; SVUMariskathon; Fights! Camera! Action! Movie Marathon; Characters We Love Movie Stunt; Memorial Day
Man-a-Thon Movie Stunt; Indy Knows Best Father’s Day Movie Marathon; Stars & Stripes 4th of July
Marathon; “Red, White, and Burn” Burn Notice Marathon; Back-to-School Marathon, “Day of AR-Rest”
NCIS Labor Day Marathon; Red Carpet Weekend Marathon
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USA
USA Network
USA
USA Network
LeADINg NAtIoNAL ADvertISerS
Apple
Lexus
Mercedes
Pepsico
State Farm
Network CoNtACtS
National Ad Sales
USA Network
75 Rockefeller Plaza
5th Floor and 6th Floor
New York, NY 10019
P:(212) 644-4444
Steve Mandala
EVP, Cable Entertainment Sales
P:(212) 664-3599
F:(212) 790-4720
[email protected]
Mark Miller
SVP, USA, Syfy, CLOO & Chiller
Ad Sales
P:(212) 664-2208
F:(212) 790-4720
[email protected]
Alicia Muntzner
Director, USA Ad Sales-NY
P:(212) 664-5271
F:(212) 790-4720
[email protected]
NbCUniversal Cable
1 CNBC Plaza
900 Sylvan Avenue
Englewood Cliffs, NJ 07632
P:(201) 735-3600
Brian Hunt
SVP, Marketing & Sales Strategy
P:(201) 735-3562
[email protected],com
western region
100 Universal City Plaza
Bldg. 9128-3
Universal City, CA 91608
P:(818) 777-7094
F:(818) 866-3317
regional offices
Central region
454 N. Columbus Drive
3rd Floor
Chicago, IL 60611-5555
P:(312) 970-2109
F:(312) 836-5795
Detroit
3001 W. Big Beaver
Suite 608
Troy, MI 48084
P:(248) 822-0281
F:(248) 643-8830
Carla O’Neill
Director, Cable Entertainment
[email protected]
Michael Claffey
Director, Cable Entertainment
[email protected]
Diane Johnston
Director, Cable Entertainment.
[email protected]
NbCUniversal Cable Local Ad Sales
1 CNBC Plaza
900 Sylvan Avenue
Englewood Cliffs, NJ 07632
Rosanna Thomas
Senior Director fo Marketing
P:(201) 735-3668
[email protected]
webSIte INFormAtIoN
Consumer website:
Affiliate website:
National Ad Sales website:
www.usanetwork.com
www.nbcunetworks.com
www.nbcumarketplace.com
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