State Farm

2013 PARTNERSHIP OPPORTUNITIES

!• State Farm’s Objec<ves !• The Weather Company !• Partnership Opportuni<es

• Always On o Educate (Seasonal), Act (Weather-‐Triggered) & Empower (Severe Weather

Triggered) • State of the Storm o Custom On-‐Air Promercials o iWitness Redesign with UGC Map IntegraFon o Promoted Tweets o Mobile Hurricane Central

• Hyperlocal !• Next Steps

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What We’ll Cover

STATE FARM’S OBJECTIVES

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State Farm’s Objec<ves

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!Increase Auto Policies across Target segments

!Create an ownable, mul<-‐year plaSorm with social extensions that demonstrates both engagement and conversion

!Create a cross plaSorm program that brings to life the “Get to a BeWer State” brand idea

THE WEATHER COMPANY

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We provide consumers with immediate, locally relevant informa<on that helps them

plan their lives and manage the unpredictable. Whether it’s the 5-‐day forecast, inspira<on for a scenic drive or <ps on how to stay safe during severe weather, our

consumers come to us engaged and ready to take ac<on because they trust our brand and count on us to help them them to a beWer

state.6

THE WORLD’S BEST WEATHER

#1 MOST DISTRIBUTED Cable Network* !

91% are car owners** !15% more likely to have home

insurance**

100M+ App Downloads* #2 All Time Most Downloaded iPad App**

47.2M Unduplicated Monthly Uniques***

94% are car owners****

61.6M Unduplicated Monthly Uniques (weather.com + wunderground)* !

92% are car owners** !14% more likely to have home

insurance**

TV

DIRECT CONSUMER ONLINE & APPS

B 2 B 2 C

B 2 B

GOV’T PRODUCTS

163M+ UNDUPLICATED CONSUMERS*

*Magid, Q3'12

*Nielsen, October 2012. **MRI Doublebase, Viewers in the last 7 days.

*comScore, Oct 2012 **weather.com – Comscore Plan Metrix , July2012

*Various app stores **App Store Rewind, 2011 ***Omniture Site Catalyst, August 2012. TWC Mobile & wunderground ****Mobile -‐ Comscore comScore Plan Metrix Mobile Consumer Target Profile July 2012

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Pre-‐planned Real-‐<me

Na<onal Hyper-‐local

Product-‐driven Customer-‐driven

Desktop Mobile

1 to many Many to many (social)

Marke<ng Trends

Chicago high temp vs normal

2011# Billion Dollar U.S. Weather Disasters 1980-‐2012

75% higher rain than normal in Chicago but came in spikes

2011 daily avg

Abnormal is the new “normal”

PARTNERSHIP OPPORTUNITIES

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Weather forecast & climate trends

Location-specific information

Seasonality

TWC LOGIC

!RIGHT MESSAGE !to the !RIGHT CONSUMER

Mocks for illustrative purposes only. Subject to change

Patented ADaptor™ Technology

!A turn-‐key, dynamic messaging plaòrm !!Enables State Farm to have a relevant dialogue with consumers 365 days a year

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CROSS PLATFORMAlways On

PREPARE ACT EMPOWER! Seasonally appropriate ! Helps consumers plan and prepare

! Triggered by specific weather events (rain, sun, etc.)

! Helps consumers take acFon

! Triggered by Severe Weather ! Keeps consumers safe and helps them recover loss

Mocks for illustraFve purposes only. Subject to change

HOW IT WORKSAlways On

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Regions Weather

NE, SE, SC, CN, EC

Relevant condiFons are established for each product and delivered throughout the campaign

Auto

Homeowners

Renters

Condo Owners

Farm and Ranch

Life

Health

Flood

BusinessEvents

NE, SE, SC, CN, EC

CN, EC, SE, SC, WC

EFirst snow, Black Ice, Winter driving condiFons

Rain, Flood, Tornado, Thunder, Wind, Hail, Severe

Severe, Hurricane, Tornado

Flood, Extreme Cold

NE, CN, SC, SE, EC Rain, Flood, Tropical

N, SE, SC, CN,

NE, SE, SC, CN, EC

NE, SE, SC, CN, EC

NE, SE, SC, CN, EC

Tornado, Hail, Thunder, Wind, Tropical





Always OnOCTOBER EXAMPLE

RainThunderstorm1,336MM impressions

5,650MM impressions

Hail175MM impressions

Severe 800M ImpressionsWinter Tornado Hurricane Wind

Always OnIMPRESSION SCALE-‐YEARLY TOTALS

Prepare (Seasonal), Act (Wx Triggered) & Empower (Severe Wx Triggered) messaging on a potenFal day in July

Always On

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Prepare (Seasonal)

Act (Wx Triggered)

Empower (Severe Wx Triggered)

Mocks for illustraFve purposes only. Subject to change

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Always OnCABLE

!:15 or :30 Commercial

Tag 2 (:05)-‐ Airs AFTER the commercial

Tag 1 (:10)-‐ Airs BEFORE the commercial

SEQUENCE: :10 tag, :15/:30 Commercial, :05 tag

:05 Voiceover: “Rain expected in your area. Stay tuned for safe driving 7ps”

:05 Voiceover: “Visit StateFarm.com for more 7ps on how to Get to a Be@er State”

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STATE OF THE STORM

A custom, cross plaòrm experience that combines live severe weather coverage and user generated content to disFnguish the State Farm brand and help consumers plan, prepare and take acFon in the

face of the storm.

State of the StormCABLE

HOW IT WORKS • TWC & State Farm will create 4 seasonally relevant

promericals (Ex. Hurricane, Winter Weather, Tornado, Severe)

• In addiFon to the two pre-‐landfall hurricane packages, State Farm will receive the following in 2013:

• 1 Hurricane Landfall Package (6 airings with commercial adjacency, Billboard & LDL)

• 1 Hurricane Post Landfall (15 airings with commercial adjacency, Billboard & LDL)

• 4 Severe Weather/Storm Packages (8-‐15 airings with commercial adjacency, Billboard & LDL)

• Promercials air adjacent to live severe weather coverage and include a custom announcer open & close

• Includes branded LDL during live coverage • Severe Weather/Storm events will be dictated by a

meteorological raFng of 2.5 or higher (out of 4) on TWC’s NaFonal Weather Impact Report or when we issue a name for a Winter Storm

• PotenFal opportunity to film promercial inside TWC’s news room to reinforce State Farm’s experFse in keeping consumers safe

• Opportunity to leverage promercial in media creaFve and outside TWC

For discussion purposes. Subject to change. If severe weather does not occur, the units will be re-‐expressed. 18

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Tag 2 (:05)-‐ Airs AFTER the commercial

Tag 1 (:05)-‐ Airs adjacent to State Farm customized Billboard coming out of live programming severe weather coverage

:05 Voiceover: “State of the Storm update for Winter Storm Helen is brought to you by State Farm”

:05 Voiceover: “Visit Statefarm.com for addi7onal 7ps and to make sure you are protected”

State of the StormCABLE

State of the Storm custom promercials posiFon the State Farm brand as a severe weather authority and air adjacent to live coverage for maximum impact

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For discussion purposes. Subject to change.

:20 Custom Vignele

State of the StormDIGITAL

On web and mobile, high-‐impact rich media units are

triggered by severe weather and can showcase State

Farm’s promercials

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State of the StormIWITNESS REDESIGN

For discussion purposes. Subject to change. 21

An ownable, social experience that encourages consumers to par<cipate in telling the weather story !• Available in Q3 2013 !• Creates a social community of “Weather Journalists”

and enables users to interact !• Enables users to contribute video, photos & text-‐

based informaFon from any device !• Content will be surfaced on all TWC plaòrms to

encourage discovery !• New interacFve map feature encourages users to

upload video/images of current weather condiFons to be displayed on map

Potential opportunities !• State of the Storm UGC photos

and/or videos featured across platforms

• Co-branded units and on-air mentions encouraging user participation


Opportunity for discussion purposes, subject to change. Mock for illustrative purposes.

NOTE: Image won’t be exposed until user clicks on the Expand link

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PROMOTED TWEETS

All Twiler usersAll Screens

Markets for State Farm

State Farm Target Interests

Tweeted severe Weather photo

@weatherchannel can tweet severe weather images/photos Promoted by State Farm

HOW IT WORKS

On 10/29, the “Sandy Superslams East” slideshow received nearly 120M pageviews–more than the weather.com homepage. (TWC

Internal ReporFng)

See When Sandy will hit the East Coast

@weatherchannel

Promoted by State Farm

3:14 PM – 28 Oct Details Flag media

Photo Tweets receive 4-‐5x MORE engagement than any other type of expandable Tweets on Twiler (video/

arFcles). (Twiler)

State of the Storm

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MOBILE HURICANE CENTRAL

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Insight: Severe weather causes power outages which can make consumers more reliant on their mobile phones for life saving informaFon !During Hurricane Sandy, TWC Mobile & Tablet apps hit a new record high with over 110 MILLION page views in a single day (ComScore)

+Video/News

ContentSafety &

PreparednessInteractive Hurricane Tracker

State Farm will be front and center as consumers look for informa<on on how to prepare and stay safe as the hurricane is occurring • Tropical cyclone information to keep you ahead of the storm • Track the storm and its projected path, stay informed on watches and warnings, find

preparedness tips to stay safe • Perspective from the tropical experts at The Weather Channel • Video usage skyrockets the week leading up to a landfall and during landfall

PRODUCT CAPABILITIES

State of the Storm

HYPERLOCAL

Leveraging our massive, cross-platform scale and industry leading location based targeting, we’ll surround loyal consumers before, during and after State Farm sponsored events to build excitement and increase consideration for State Farm products and services

Hyperlocal

Celebrate My Drive September

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Na<onal Teen Driving Safety Week October

MLB April-‐October

NFL September-‐January

NCAA November

MOBILE & TABLET On the day of the event, we’ll target users within a predefined radius of the event loca<on, leveraging geo-‐fencing and zip code targe<ng For example, ads will target users who are checking the weather on their mobile devices within 75 miles of the event venue !WEB, MOBILE & TABLET Leading up to and on the day of, we’ll geo-‐target users in the surrounding DMAs !We’ll also leverage behavioral targe<ng to reach audience segments such as Baseball Enthusiasts and Sports Buffs

Opportunity for discussion purposes, subject to change. Mocks for illustraFve purposes.

Hyperlocal

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Next Steps

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Marketing

State Farm