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Association of National Advertisers, June 12, 2007

ANA TV Advertising Committee Meeting

Date & Time

Starts: Tuesday, June 12, 2007 at 9:30am
Ends: Tuesday, June 12, 2007 at 2:30pm

Location

ANA Headquarters
708 Third Avenue, 33rd Floor
New York, NY 10017

Agenda

II. ANA BENCHMARKING: PROGRAM CONTENT GUIDELINES (open discussion) (10:55-11:15)

This will be a session to discuss approaches to program content guidelines. Areas of discussion to include:

- Are advertisers specific with their content guidelines or are they left somewhat open for interpretation so metrics can be applied on a case by case basis?

- Do advertisers maintain a hit list of programs specifically not to run in?

Facilitator: Scott Grenz, Investment Leverage and Futures Director - Johnson & Johnson

III. ANA LEGAL & REGULATORY UPDATE - FCC REPORT AND MORE (11:15-12 noon)

A recent report issued by the Federal Communications Commission urges Congress to take action to define and regulate violence on television. The report also suggests that the cable industry make individual stations available to consumers on an "a la carte" basis. Further, it singles out violent commercials, but makes no mention of advertising regulation. In addition, food and prescription drug advertising issues are also heating up. Further, the ANA and AAAA asked the Federal Trade Commission and Department of Justice to carefully review the recent wave of acquisitions targeting online advertising companies. These deals - which include Google's $3.1 billion bid for DoubleClick and Microsoft's $6 billion offer for aQuantive - could stifle competition in the online advertising business.. ANA's legal guru, Dan Jaffe, will help advertisers make sense out of all this.

Speaker: Dan Jaffe, EVP, Government Relations - ANA

IV. AAAA RECOMMENDED CHANGES TO 2008 UPFRONT (12:20-12:50)

Andy Donchin, EVP National Broadcast at Carat and chair of the AAAA National TV & Radio Committee, is pushing for changes in the 2008 upfront. Specifically, the broadcast and cable networks are being asked to make their upfront presentations less glitzy and more efficient. This session will provide background and ask for the ANA TV Committee's support.

Speakers: Andy Donchin, EVP, National Broadcast - Carat and chair, AAAA National TV & Radio Committee with Donna Campbell, SVP - AAAA

V. ESPN HD COMMERCIAL GUIDELINES (12:50-1:10)

Members of the ANA Production Management Committee have expressed concern with ESPN high definition guidelines. Currently, when advertisers submit a spot to air on one of their networks (ESPN, ESPN2, ESPN Classic, ESPNEWS, and ESPN Deportes), the network accepts only one version of that spot and either up-converts or down-converts it to create both standard and HD versions. That alters the picture quality and in some cases vital screen activity is cropped out. The ANA Production Management Committee will share a draft of a letter to submit to ESPN.

VI. BRAND-SPECIFIC COMMERCIAL RATINGS (1:10-1:30)

In March, the ANA TV Committee issued a white paper calling for brand-specific commercial ratings - www.ana.net/commercialratings. We'll provide an update on this initiative.

VII. GOOGLE TV (1:30-2:30)

Google has created a digital system for buying, selling, measuring, and delivering TV advertising. The goal of this system is to put more relevant ads in front of the consumer. It launched nationally via EchoStar as of 5/21 in 13 million homes and Google is now in talks with networks and cable operators to extend that reach.

Speaker: Mike Steib, Director, Television Advertising - Google