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McDonald’s
and
CBSTelevisionStationsDigitalMedia
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McDonald’s Corporation
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Who isCBS Television StationsDigital Media?
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CBS is always on—in key markets!
Sacramento
San Francisco
Los Angeles
Dallas
5.7 million unique users in 38 million homes
Chicago
DetroitBoston
New York City
Philadelphia
Minneapolis, et al
Miami/Ft Lauderdale
Denver
Pittsburgh
Baltimore
Atlanta
Tampa Bay
Seattle
Norfolk
CBS Stations
The CW Stations
MY Network TV and Non-network affiliated Stations
Salt Lake City
Austin
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What’s happening at McDonald’s
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Strengths Opportunities
ThreatsWeaknessesNutrition labeling
Coffee bar
Challenging nutrition perception
Large, loyal customer base
Highly competitive category
Category leader
Weak economy, high food/gas prices
McDonalds 1Q 2008
Convenience, speed, value
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Reaching the coffee customer
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Head to head: McDonalds vs. Starbucks
McDonald’s Starbucks
Value High-endPrice point
• Office workers• Women
w/children• Weekenders
Married couples,25-54, w/children
Target
Inclusive ExclusiveCulture
Loud, active Quiet, serene Sounds
Toy Free Wi-FiValue added
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CBS TV Station web sites deliver your target
1.2 million women with children
4.1 million office workers
2 million weekend users
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Behavioral/contextual targeting
Weekdays Weekends
6:30am-8:30am
9:30am-11:00am
2:30pm-3:30pm
4:30pm-6:30pm
8am-11am
OfficeWorkers
Pre-work Coffee break Coffee break Drive home
•Traffic•Weather•News•Business•Water Cooler•Sports
•News•Business•Sports•Business
•News•Sports•Politics•Water Cooler
•Traffic•Business•News
Moms School drop-off Playgroup/errands
School pick-up/Activity drop-off
Dinner prep/Activity pick-up
Sports/Activities
•Weather•News•Politics•Water Cooler
•Health•Food•Entertnmnt•Pets
•Weather•Food•Entertnmnt•Health
•Food•Traffic•News
•Weather•Traffic
Weekenders Leisure/errands/socializing
•Weather•Entertainment•Sports•Food•ROS
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Partnerships/Value-added
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Partnerships/value added
6:30am-10am free Wi-Fi with CBS Television Station web siteas home page
Coupons
Free Internet kiosks
Contests
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Next steps
4/07 Determine budget (McDonald’s)
3/15 Rank markets (McDonald’s)
4/01 Provide market demographics (CBS)
4/07 Choose key markets (McDonald’s)
4/16 Metrics model (CBS)
4/16 Proposal (CBS)
3/15 Choose demographics (McDonald’s)