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About Us
Rural Media Group, Inc. (RMG) owns and operates the world’s largest portfolio combining rural-based satellite/cable delivered media and entertainment companies including: RFD-TV, RFD HD, RURAL TV, RFD-TV The Magazine and RFD-TV The Theatre. Launched in December 2000 and now in its 10th year of broadcasting, RFD-TV is the nation’s first 24-hour television network dedicated to serving the needs and interests of rural America with programming focused on agriculture, equine and rural lifestyle, along with traditional country music and entertainment. The channel is now distributed into more than 40 million homes worldwide by DBS and cable systems. Production originates in studios located in Nashville, Tennessee, with corporate headquarters in Omaha, Nebraska for RFD-TV, RFD HD, and RURAL TV, the company’s new international channel. RFD-TV The Magazine now has more than 180,000 paid subscribers for its bi-monthly publication, and the company continues to operate RFD-TV The Theatre in Branson, Missouri. For more information, visit www.rfdtv.com
Overview
US Television Households
Adult Viewers Weekly
Nielsen Media Research, 2010 - 2011
Distribution
with Every Major Distributor
Adults 50+ (Audience Composition)
C & D County (Audience Composition)
Time Spent Viewing (Adults 50+)
High Rankings vs The Competition
Nielsen Media Research, 2010 - 2011
Farmer & Rancher Viewership
Prime-time (Audience Composition)
High Rankings vs The Competition
Distribution Growth (Percent Gain ‘10 vs ’09)
Nielsen Media Research, 2010 - 2011
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
Weekly Audience Growth
+74% Increase
Adults 18+
Jan ‘07 Jan ‘08 Jan ‘09 Jan ‘10 Jan ‘11
7,611,660
9,472,000
11,746,476 11,211,200
13,215,000
Since 2007
Aggregate Weekly Viewership Average, Nielsen Media Research [January 2011 = week ending 1.2.11]
RFD-TV Viewers Own Their Home
Viewer Profile
Audience Growth Adults 50+
(August 2010 vs April 2009)
Nielsen Media Research, 2010 - 2011
Viewer Profile
More Likely To Purchase New Truck Adults 50+
RFD-TV Viewers New Vehicle Prospects
Nielsen Media Research, 2010 - 2011
Delivering Over
Adults Weekly
AgriBusiness
Nielsen Media Research, 2011
Delivering Over
Adults Weekly
Equine
Nielsen Media Research, 2011
Delivering Over
Adults Weekly
Rural Lifestyle
Nielsen Media Research, 2011
Music & Entertainment
Delivering Over
Adults Weekly
Nielsen Media Research, 2011
Original Programming
Original Programming Special Guests
Little Jimmy Dickens Earl Scruggs Josh Turner Charlie Daniels Charley Pride Dierks Bentley Connie Smith Del McCoury John Rich Gretchen Wilson Mel Tillis Buck Trent The Oak Ridge Boys Emmylou Harris
Ronnie Milsap Ray Price Ricky Scaggs Merle Haggard Vince Gill Dolly Parton Patty Loveless Willie Nelson Loretta Lynn Randy Travis Brad Paisley Travis Tritt Keith Urban Paul Shaffer
Past Guests
For Adults 50+ Average Length Of Time Spent Viewing
Loyal Viewers
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Nielsen Media Research, 2010 - 2011
Growth Outpaces The Competition
+31%
+5% +1%
-9% -26%
-47%
FamNet Speed
Weather Hallmark GAC
Adults 50+ Since April 2009
Nielsen Media Research, NPOWER, April 2009 A50+ Impressions compared to August 2010
0
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10,000
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DISH Network Channels
DISH Network Channel Comparison
Nielsen Media Research, Mon-Sun 8pm-11pm, AQH Households, January 2010
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
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Many Top Networks Saturday Night
Prime-time
DISH Network Channel Comparison
Nielsen Media Research, Saturday 6pm -12am, AQH Households, January 2010
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
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ESPN
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able
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DIRECTV Channels
DIRECTV Channel Comparison
Nielsen Media Research, M-Su 8p-11p, AQH Households, January 2010
0%
50%
100%
150%
200%
250%
Beats The Competition In C&D County Viewership
+234%
+147% +145% +139%
+135% +121%
Weather GAC Speed
Hallmark Family Net
C & D County Index To Total US
Skews More Likely C & D County Viewership
Nielsen Media Research, NPOWER, 3Q 2010
0
20
40
60
80
100
120
140
Likelihood To Reach Truck Owners
124 123 115 111
101 91
Weather GAC Speed
Hallmark Family Net
Truck Owners Index vs Total US Adults 50+
Delivers Truck Owners With A High Likelihood To Purchase
Nielsen Media Research, Prime-time, A50+, September 2010
Farmers & Ranchers More Likely To Watch RFD-TV In Prime-time
+475%
+295% +243%
+147%
+93% +85%
Speed Weather
Family Net GAC Hallmark Farmers & Ranchers Index To Total US
Nielsen Media Research, 2010 - 2011
RFD-TV Broadcasts Reach 63% Of All Farmers & Ranchers
Market Breaks: HOH Farmers, January 2010, Nielsen Media Research
Farmers & Ranchers Viewership
Viewership By Daypart
Mon-Fri 6am-9am
Mon-Fri 6am-12pm
Mon-Fri 12pm-4pm
Mon-Fri 4pm-6pm
Mon-Fri 6pm-8pm
Mon-Sun 8pm-11pm
Sat-Sun 6am-12pm
Sat-Sun 12pm-6pm
Sat-Sun 6pm-8pm
Mon-Sun 12am-6am
700,000
600,000
500,000
400,000
300,000
200,000
100,000
Market Breaks: HOH Farmers (Impressions = Farmers HHs x Farmers A18+), 4Q, Nielsen Media Research
0 10 20 30 40 50 60 70 80 90
100
Own Horses (Any) Number of Horses
Owned
Over 1/3 Of All RFD-TV Viewers Own Horses
2-5 Horses
1 Horse
6+ Horses
28.6%
39.8%
31.6%
34.3% Own
Horses
With Targeted Equine Programming
Market Breaks: January 2010, Nielsen Media Research
0 10 20 30 40 50 60 70 80 90
100
Own Horses (Any) Number of Horses
Owned
Over 1/3 Of All RFD-TV Viewers Own Horses
2-5 Horses
1 Horse
6+ Horses
28.6%
39.8%
31.6%
34.3% Own
Horses
With Targeted Equine Programming
Market Breaks: January 2010, Nielsen Media Research
0 10 20 30 40 50 60 70 80 90
100
Any Pet Number of Pets Owned
RFD-TV Viewers Own Pets
With Targeted Rural Lifestyle Programming
2 Pets
1 Pet
3+ Pets
24.4%
46.3%
29.3%
83.8% Own Pets
Market Breaks: January 2010, Nielsen Media Research
Market Minute • Two-minute self contained break that focuses on cash & futures
prices for all commodities. • Airing every half-hour throughout the day. • Grains updated at 28 past the hour. • Livestock at 58 past the hour. • Produced “live” during trading hours beginning at 10:58am Eastern. • Recaps of the day’s commodity news airing after markets close and
in prime-time. • Weekend Market Minute recapping the week's action, while looking
forward to the coming week's possible trade.
Sponsor Features • :30 commercial spots available at the beginning and the end of each
report. • Sponsor’s logo on full screen graphics showcasing the high, low, last,
and net change.
Sponsor Benefits • Reach more farmers/ranchers/cattlemen with RFD-TV Market Minute
than all other local market buys combined. • Nielsen measured. • Embedded commercial spot in body of report. • Repeats on RFD-TV website for the entire half-hour plus streaming.
Rates Trading Hours $2,000 9am - 2pm
Post Trading Hours $1,250 2pm - 6pm
Prime-Time $3,000 6pm - 11pm
Overnights $1,000 11pm - 9am
Weekends $1,750
Market Minute • Two-minute self contained break that focuses on cash & futures
prices for all commodities. • Airing every half-hour throughout the day. • Grains updated at 28 past the hour. • Livestock at 58 past the hour. • Produced “live” during trading hours beginning at 10:58am Eastern. • Recaps of the day’s commodity news airing after markets close and
in prime-time. • Weekend Market Minute recapping the week's action, while looking
forward to the coming week's possible trade.
Sponsor Features • :30 commercial spots available at the beginning and the end of each
report. • Sponsor’s logo on full screen graphics showcasing the high, low, last,
and net change.
Sponsor Benefits • Reach more farmers/ranchers/cattlemen with RFD-TV Market Minute
than all other local market buys combined. • Nielsen measured. • Embedded commercial spot in body of report. • Repeats on RFD-TV website for the entire half-hour plus streaming.
Rates Trading Hours $2,000 9am - 2pm
Post Trading Hours $1,250 2pm - 6pm
Prime-Time $3,000 6pm - 11pm
Overnights $1,000 11pm - 9am
Weekends $1,750
Half-Hour Preview of Auction Scheduled For That Day. Immediately Proceeding Each Auction Start • Opening/Closing :05 Billboard • Spot Buys of :30 or :60 in the
Pre-Auction Broadcast
$2,500 per :30 Spot
Auction Preview One-Hour Sponsorship During Actual Auction • Company Logo on Lower Left • Website Information • Animation Option • Message Scroll on Bottom Line of
Television Screen
$5,000 per Hour
Hourly Sponsorships
Immediately Follows Livestock Market Report • Feature Your Company Video
Immediately Following The Superior Market Report
• Optional “Live” Interview • On Set With Ability To Take Viewer
Phone Calls
$1,000 per Minute
Cowmercial Broadcasts Immediately Follows Each Auction. Originating In RFD-TV Nashville Studios • Opening/Closing :05 Billboard • Spot Buys at :30 or :60 in Market Report • Company Logo on Set • “Live” In Studio Interview Available For
An Additional Fee
$2,500 per :30 Spot
Livestock Market Report
Now Available for 2012 Buys
Exclusive Broadcaster Of Superior Livestock Auction For The Past 9 Years
Superior Livestock Auction Broadcasting Over 400 Hours Yearly Exclusively on RFD-TV, RFDHD, RURAL TV Over $1.8B Traded Yearly with 93% of Sales Generated from RFD-TV Viewers
RFD-TV reaches 1.2 Million Farmers / Ranchers Neilsen Media Research 75% of All Cattlemen Watch RFD-TV Beef Board Survey
Fast Facts
Advertising Rates
The following are gross advertising rates for RFD-TV for the 2011 calendar year. All rates listed are for :30 ad units and longer length spots will be pro-rated accordingly. For example: A :60 morning agriculture show = $2,000 (2 x :30 rate). A :120 morning agriculture show = $4,000 (4 x :30 rate).
Standard :30 Rates Special “Packages” will be made available to advertisers seeking to focus in on one specific daypart/genre while using other dayparts/genres to increase overall reach and voice across the network.
Packaged Ad Rates
Contact your RFD-TV Representative for details, who will coordinate with each show’s representative. • Available with opening/closing billboards, spots, and
special promotions.
Individual Show Sponsorships
Agriculture Equine Rural Lifestyle
Music & Entertainment
Morning: Mon-Sun 6am -12pm
$1,000 $750 $500 $750
Daytime: Mon-Sun 12pm - 6pm
$1,000 $650 $500 $650
Prime: Mon-Sun 6pm - 12am
$1,500 $1,250 $1,000 $1,500
Overnight: Mon-Sun 12am - 6am
$400 $400 $400 $600
Friday Evening
Rural
Friday Night Family
Entertainment
Saturday Morning
Ag Business
Saturday Night
Entertainment
Morning 1 Spot 1 Spot 1 Spot 1 Spot
Daytime 1 Spot 1 Spot 1 Spot 1 Spot
Prime 1 Spot 1 Spot 1 Spot 1 Spot
Overnight 1 Spot 1 Spot 1 Spot 1 Spot
Key Spot 1 Spot 1 Spot 1 Spot 1 Spot
Price $1,700 $2,450 $1,700 $2,450
*Rates subject to change without notice
Advertising Rates
Certain shows within the RFD-TV line-up deliver extraordinarily passionate, loyal, targeted and valuable audiences, therefore commanding premium rates.
Premium :30 Rates RFD-TV offers key advertising partners a forum to discuss their products and services in a 60 minute live, interactive call-in format. • One repeat the following day. • Now two options available:
Monday night 8pm (EST) and Thursday night 10pm (EST).
• Host, production staff & Nashville studio included. • Graphic production, rehearsal,
& pre-show meeting/dinner. • Twenty (20) :30 Spots promoting the broadcasts. • Copies provided for webcast or other distribution.
RFD-TV “LIVE”
Programming Rate
Premium Entertainment
Country’s Family Reunion Crook & Chase Cumberland Highlanders Hee Haw Larry’s Country Diner The Marty Stuart Show Midwest Country Ralph Emery LIVE
$2,000
Premium Agriculture
Ag Day Ag PhD America’s Heartland Corn College TV This Week in AgriBusiness Successful Farming Machinery Show US Farm Report
$1,500 Programming Duration Rate
RFD-TV “LIVE” 1 Hour $35,000
*Rates subject to change without notice
Advertising Rates
Certain shows within the RFD-TV line-up deliver extraordinarily passionate, loyal, targeted and valuable audiences, therefore commanding premium rates.
Premium :30 Rates RFD-TV offers key advertising partners a forum to discuss their products and services in a 60 minute live, interactive call-in format. • One repeat the following day. • Now two options available:
Monday night 8pm (EST) and Thursday night 10pm (EST).
• Host, production staff & Nashville studio included. • Graphic production, rehearsal,
& pre-show meeting/dinner. • Twenty (20) :30 Spots promoting the broadcasts. • Copies provided for webcast or other distribution.
RFD-TV “LIVE”
Programming Rate
Premium Entertainment
Country’s Family Reunion Crook & Chase Cumberland Highlanders Hee Haw Larry’s Country Diner The Marty Stuart Show Midwest Country Ralph Emery LIVE
$2,000
Premium Agriculture
Ag Day Ag PhD America’s Heartland Corn College TV This Week in AgriBusiness Successful Farming Machinery Show US Farm Report
$1,500 Programming Duration Rate
RFD-TV “LIVE” 1 Hour $35,000
*Rates subject to change without notice
Magazine / Web
RFD-TV publishes a bi-monthly magazine that is viewed by more than 180,000 of RFD-TV’s most loyal and avid viewers. Advertisers looking to capitalize on this highly referenced periodical have multiple options listed here.
RFD-TV The Magazine RFDTV.com is the digital/online resource for all things related to RFD-TV. Our viewers visit regularly and often around the world for everything from programming information to watching live streams of the network. Advertisers can reach the digital RFD-TV audience through multiple units.
RFDTV.com
Ad Size Rate
Full Page Spread - 4 color $10,000
Cover 4 - 4 color $6,800
Cover 3 - 4 color $6,500
Half Page Spread - 4 color $5,600
Full Page - 4 color $5,300
2/3 Page - 4 color $3,900
Half Page - 4 color $2,900
1/3 Page - 4 color $2,350
1/4 Page - 4 color $1,850
1/8 Page - 4 color $550
1/8 Page - Black & White $400
Unit Size Rotation Monthly Rate
Exclusive Push Down Menu 125 x 125 Exclusive $10,000
Leaderboard 728 x 90 1 out of 10 $8,000
Display Ad 300 x 250 1 out of 10 $8,000
Video On Demand (VOD) :15 pre-roll 1 out of 5 $8,000
*Rates subject to change without notice
Magazine / Web
RFD-TV publishes a bi-monthly magazine that is viewed by more than 180,000 of RFD-TV’s most loyal and avid viewers. Advertisers looking to capitalize on this highly referenced periodical have multiple options listed here.
RFD-TV The Magazine RFDTV.com is the digital/online resource for all things related to RFD-TV. Our viewers visit regularly and often around the world for everything from programming information to watching live streams of the network. Advertisers can reach the digital RFD-TV audience through multiple units.
RFDTV.com
Ad Size Rate
Full Page Spread - 4 color $10,000
Cover 4 - 4 color $6,800
Cover 3 - 4 color $6,500
Half Page Spread - 4 color $5,600
Full Page - 4 color $5,300
2/3 Page - 4 color $3,900
Half Page - 4 color $2,900
1/3 Page - 4 color $2,350
1/4 Page - 4 color $1,850
1/8 Page - 4 color $550
1/8 Page - Black & White $400
Unit Size Rotation Monthly Rate
Exclusive Push Down Menu 125 x 125 Exclusive $10,000
Leaderboard 728 x 90 1 out of 10 $8,000
Display Ad 300 x 250 1 out of 10 $8,000
Video On Demand (VOD) :15 pre-roll 1 out of 5 $8,000
*Rates subject to change without notice
RFD-TV The Magazine is enjoying its 8th year delivering not only the program guide but also topical articles and pictures to entertain and keep you "in the know" about rural lifestyle, agriculture, equine and music & entertainment. The Magazine began as a request from our viewers and has now grown to over 180,000 subscribers.
• Launched in July 2003 • Over 180,000 $30 subscriptions sold • Six (6) issues per year • Detailed program schedule, grid, and highlights • Deadline - 45 days prior to issue date • ABC Audited
The Magazine
Editorial Calendar Issue Date Theme
January/February 2012 Events
March/April 2012 Rural Tourism (Branson, MO)
May/June 2012 Landscape
July/August 2012 Viewer Survey
September/October 2012 Rural Youth
November/December 2012 Anniversary Issue
The Website
RFDTV.com is the online resource for all things RFD-TV. RFDTV.com enables users to view hundreds of shows from our extensive video library and view a live stream of the channel as Country Club members. The site sees visitors from across the globe, with nearly half-million views each month. Advertisers can reach RFDTV.com users through a variety of static, rich media and/or video pre-roll packages. Other online features include:
• Detailed Program Schedule • Show pages, with extensive content • Important RFD-TV updates and announcements • Rural Events Calendar • Online Store • Live Video Streaming • Video On Demand • Photo Contests • Viewer Survey
The Website
RFDTV.com is the online resource for all things RFD-TV. RFDTV.com enables users to view hundreds of shows from our extensive video library and view a live stream of the channel as Country Club members. The site sees visitors from across the globe, with nearly half-million views each month. Advertisers can reach RFDTV.com users through a variety of static, rich media and/or video pre-roll packages. Other online features include:
• Detailed Program Schedule • Show pages, with extensive content • Important RFD-TV updates and announcements • Rural Events Calendar • Online Store • Live Video Streaming • Video On Demand • Photo Contests • Viewer Survey
The Theatre Located in the heart of Branson’s theatre district, RFD-TV The Theatre opened in March 2007 to showcase the stars and shows seen each week on RFD-TV. Featuring live tapings of original programming, as well as concerts by national headliners.
Guests Have Included:
• Willie Nelson • Marty Stuart • Connie Smith • Brulé • The Beach Boys • Lorretta Lynn • Leann Rimes • Country’s Family Reunion • Midwest Country • The Jimmy Sturr Orchestra • Randy Travis • Bill Anderson
Special Broadcasts
• 30 hour "live" broadcast over 4 days in October • Nine (9) sessions – day-time & prime-time • 8th consecutive year • Hosted by Orion Samuelson & past FFA Presidents • Ten (10) commercial spots in
FFA Convention Preview Show • Twenty (20) promotional spots in month
leading up to the convention broadcast • Chyron animation during session broadcasts • Opening/Closing Billboards • Company interview during broadcast Sponsorship - $50,000
FFA National Convention Live Telecasts on RFD-TV are viewed by
over 250,000 current members, alumni, family friends,
educators and interested parties alike
Nielsen Media Research, 2011 (estimated)
• Making of the Float one-hour special • "Live" 2-hour broadcast of the Tournament of Roses Parade
with limited commercial interruption • Hosted by Orion Samuelson and Pam Minick • Two (2) repeats of both broadcasts • Sponsor billboards each hour • Twenty five (25) promotional spots in month leading up to the
Tournament of Roses Parade • Commercial spot in each hour of the broadcasts • Company interview in Pre-Parade broadcast • Two (2) company guests in Pasadena for float decoration,
premium parade tickets, Rose Bowl tickets, and hotel accommodations Sponsorship - $60,000
Special Broadcasts
• "LIVE" 3-hour broadcast from LA Equestrian Center • Hosted by Pam Minick • Features equine performers scheduled to appear in the
Tournament of Roses Parade • Opening/Closing Billboards • Six (6) commercial spots in the Equestfest broadcast • Twenty (20) promotional spots leading up to Equestfest • Company interview during the broadcast
Sponsorship - $25,000
Special Broadcasts
• "LIVE" 3-hour broadcast from LA Equestrian Center • Hosted by Pam Minick • Features equine performers scheduled to appear in the
Tournament of Roses Parade • Opening/Closing Billboards • Six (6) commercial spots in the Equestfest broadcast • Twenty (20) promotional spots leading up to Equestfest • Company interview during the broadcast
Sponsorship - $25,000
Special Broadcasts
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
ROSE PARADE BUILDING THE FLOAT
EQUESTFEST Year To Year Totals /
Increase
Special Broadcasts
Nielsen Media Research, 2009, 2010, 2011
454,000
+60% Year-To-Year
Increase
2010
2009 681,000
211,000 350,000
70,000 146,000
735,000
1,177,000
Adults 18+
• Year long celebration of Roy Rogers’ 100th Birthday • Numerous stops at major rural events, rodeos,
and state fairs • Rose Parade Float with Trigger and Bullet • Promotional spots on-air for sponsors announcing
tour dates • On-site marketing at stops
Package - Ask For Details
Unique Marketing
• Year long celebration of Roy Rogers’ 100th Birthday • Numerous stops at major rural events, rodeos,
and state fairs • Rose Parade Float with Trigger and Bullet • Promotional spots on-air for sponsors announcing
tour dates • On-site marketing at stops
Package - Ask For Details
Unique Marketing
• 10 Year Reputation • Nielsen Rated • Large & Growing Audience • Target Individual Shows or Genre Buys • Options Include :30, :60, 2:00, Extended Videos • “Live” Interactive Productions • Extensive Web Options – Streaming & VOD • RFD-TV The Magazine – 180,000+ Paid Subscriptions • 80 Independent Programmers • RFD HD • RURAL TV (HD) • Rural America’s Most Important Network
The Theatre The Magazine
Rural Media Group, Inc. 1 Valmont Plaza, 4th Floor
Omaha, NE 68154 Phone: (402) 289-2085
Fax: (402) 289-0192
Network Operations 3201 Dickerson Pike Nashville, TN 37207
Phone: (615) 227-9292 Fax: (615) 227-2190
w w w. r f d t v. c o m
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