Lg 10/13

Mexico Media Strategy and Targeting for Frisco King

• Audience Segmentation and Targeting Approach:

  • Targeting strategy involves refining and narrowing audience pools to unlock up to two dedicated roadblock placements.
  • Audiences are filtered to focus strictly on heavy streaming users while actively suppressing "never-streamers" who do not convert, avoiding budget dilution across Mexico's broad market scale.
  • Comedy audience segments are excluded from rotational inventory targeting.

• Genre Classification and Title Comp Analysis:

  • Although digital search metadata and external platforms catalog Frisco King (Mexico Fisco King) as a "crime comedy," the title functions primarily as a lighthearted drama containing periodic comedic elements.
  • The core narrative identity aligns with crime and drama rather than pure comedy; promoting the title to comedy fans risks misaligned expectations.
  • Creative execution features Samuel L. in a tonally distinct approach compared to Sylvester Stallone's ("Sly") execution in Tulsa King.

• Joint Business Plan (JVP) Pricing and Repricing Structure:

  • The internal pricing team renegotiated and repriced the Joint Business Plan (JVP) for Paramount Global specifically across the Latin America (LatAm) region, covering Mexico and Brazil.
  • These updated, highly competitive rate cards significantly reduce cost baselines compared to historical pricing, expanding inventory capacity within fixed budget envelopes.

• Budget Allocation Scenarios:

  • Scenario A: Secure two roadblock units priced within the approximate range of $\$25\text{k}$, leaving approximately $\$20\text{k}$ allocated toward rotational inventory.
  • Scenario B: Secure one roadblock unit alongside rotational inventory budgeted at roughly $\$30\text{k}$, distributing remaining funds across broader rotational placements.

Promotional Campaign Strategy and Inventory Allocations

• Funding Mechanism and Budget Governance:

  • November promotional campaigns are typically excluded from Above-The-Line (ATL) media budgets.
  • Campaign funding originates from a one-off pool of incremental dollars released by executive leadership to support high-impact, unbudgeted initiatives across a three-month window.
  • Pitching secured Connected TV (CTV) inventory—including platforms like LG—which historically lacked promotional presence, overcoming competing resource bids from internal Search and Social divisions.

• Regional Campaign Commitments and Exclusions:

  • Canada: Removed entirely from incremental promotional funding due to stable organic pacing and on-target performance metrics.
  • Mexico: Retained to establish service-level brand awareness and reinforce the launch of Frisco King.
  • Takeover Approvals: Exactly three takeovers were cleared across territories. Placements for the $20\text{th}$ were formally approved across all target markets, whereas proposed takeovers for the $30\text{th}$ were officially rejected by leadership.

• Market Inventory Availability:

  • United Kingdom (UK): The window spanning the $6\text{th}$ to the $11\text{th}$ is fully sold out. The earlier window spanning the $2\text{nd}$ to the $6\text{th}$ is currently held on primary or total status by another partner and requires an official booking challenge.
  • Germany, Switzerland, and Austria (GSA): Completely open, free of inventory conflicts, and cleared for direct booking.

• December Share of Voice (SOV) Clearances:

  • UK Clearances: Formally executed and signed off for December $27\text{th}$, $28\text{th}$, and $29\text{th}$.
  • GSA Clearances: Formally executed and signed off for December $27\text{th}$ and $29\text{th}$ (excluding December $28\text{th}$).

Dexter Campaign Execution in the UK and Germany

• UK Creative Asset Delivery and Turnaround Constraints:

  • The earliest date the ATL team can supply creative assets is October $26\text{th}$.
  • Scheduled UK premiere roadblocks are slated for October $30\text{th}$.
  • Standard Service Level Agreements (SLAs) mandate a minimum turnaround time of $5$ business days, creating extreme delivery risk.

• Contingency Calendar and Automated Inventory Rules:

  • Backup weekend roadblock dates spanning Friday through Sunday (November $7\text{th}$ and $8\text{th}$) remain placed on hold.
  • These dates do not require a formal partner challenge because they fall within the immediate $30$-day reservation window.
  • Starting the following calendar year, an automated calendar system will automatically release any reservation holds that are not formally signed within $30$ days, transitioning all open inventory to a strict first-come, first-served basis.

• UK Creative Workflows and Delivery Deadlines:

  • Absolute operational drop-dead date: External assets must reach UKIP no later than October $28\text{th}$ UK time, ensuring immediate transmission on October $28\text{th}$ US time.
  • Agency communication strategy: Creative agencies will receive an enforced artificial drop-dead deadline of October $26\text{th}$ to guarantee that fully rendered files are finalized and received no later than October $27\text{th}$.

• UK Creative Redesign Rationale:

  • UK creative assets are undergoing emergency redesign following a high-profile real-world homicide in the UK involving a student who replicated a Dexter-style "kill room."
  • Preceding promotional search marketing was pulled down to mitigate public sensitivity.
  • Key visual assets must be stripped of all graphic "kill room" imagery, blood, and direct depictions of killing acts, reframing creative messaging solely around character-driven elements.

• Germany Dexter Scheduling:

  • Rotational inventory commences rolling delivery on October $26\text{th}$.
  • High-impact roadblock takeovers are confirmed for October $30\text{th}$ and November $1\text{st}$.
  • German market assets are developed separately from UK creative and do not carry the operational delays or redactions affecting the UK campaign.

Media Planning, Audience Targeting, and 2027 Strategy

• Title Support Exclusions:

  • Confirmation that neither Tulsa King nor Yellowjackets will receive media spend or promotional support.

• Merger Uncertainty and Q1 Planning Constraints:

  • Strategic media planning for Q1 and the broader $2027$ fiscal year is complicated by pending corporate merger activities and potential structural reorganizations.
  • Formal signature authority on Q1 commitments (spanning January through March) remains constrained pending corporate governance approvals.
  • Mike had anticipated budget guidance by the end of the previous week; visibility remains open pending executive confirmation.

• Performance Reporting and Structural Shift to Always-On:

  • Current performance reporting relies on a rolling $6$-month dashboard covering H1.
  • H2 activity reflects expanded weight across GSA, the UK, and Mexico relative to H1.
  • The current campaign architecture exhibits inconsistent "peaks and valleys" with inadequate baseline continuity; the strategic mandate for $2027$ requires transitioning to an established "always-on" foundational model.
  • A strategic media workshop session is slated for mid-November (or year-end December/January) to align international strategies with domestic US operational models.

• Domestic US First-Party Targeting Benchmarks:

  • Retention Segments: Advanced home screen retention groupings targeted across "high risk" and "medium risk" churn tiers.
  • App Contenders: Specific segmentation isolating connected TV users who have the application installed on their hardware but have logged less than $30$ minutes of total viewing time within the past $30$ days.
  • Audience Suppression: Suppression of primary subscriber bases via LiveRamp universal holdout files to prioritize true customer acquisition over redundant app installs.

• International Data Strategy Application:

  • LiveRamp deployment remains restricted within the UK market due to technical and privacy boundaries.
  • Mexico and Brazil present opportunities to deploy LiveRamp or data clean rooms to suppress existing Paramount+ subscribers, ensuring marketing budgets optimize directly toward acquisition KPIs rather than device re-installs on newly purchased TV hardware.
  • A portfolio of advanced audience products currently undergoing closed beta testing is scheduled for general market release in Q1 $2027$.

• Sports Strategy and Live Content Acquisition Drivers:

  • In the domestic US market, dedicated sports audiences receive distinct creative rotations isolating athletic programming from mainstream entertainment and drama titles.
  • Ultimate Fighting Championship (UFC): Functions as a recurring, monthly tentpole acquisition asset across Latin America. It serves as a major driver in Brazil, while audience draw in Mexico correlates with fighter cards.
  • Always-on UFC assets must prominently display regional fighters—specifically highlighting Brazilian and Mexican athletes (alongside mentions of Canada, Sphera)—on continuous rotation regardless of whether those athletes compete on a given weekend.
  • Conmebol Football (Kona Bowl / Coventry Bowl): Represents an essential strategic pillar for Brazil, requiring deeper promotional integration despite performance variations.

Regional Market Observations: Brazil and Australia

• Australia Market Impasse:

  • Communications and strategic coordination with Australian leadership remain stalled.
  • Executive oversight deprioritized Australian market resolutions due to urgent merger-related operational items, leaving market operations completely static.

• Brazil Operational Realities:

  • Operations continue on an ad-hoc basis, characterized by compressed planning windows where campaign briefs arrive with as little as $8$ business days of lead time.
  • Regional Conmebol performance softened, complicated by non-exclusive broadcasting rights for the semifinal and final tournament matches on Paramount+.
  • Market conversions rely predominantly on organic and paid social media executions rather than traditional display or takeover inventory.

Operational Items and Meeting Logistics

• Programmatic Content Consumption Notes:

  • Cross-team engagement with the series Lioness (Lions), referencing thematic shifts across Season $1$, Season $2$, and Season $3$, real-world thematic integrations, and Taylor Sheridan's on-screen presence.

• Internal Administrative Follow-ups:

  • Executive call scheduled for $4:30$ with Mike, Anna, and the broader team.
  • Ongoing processing of pending Amazon accounting invoices.
  • Work-from-home scheduling confirmed for the following day to accommodate a family pediatrician appointment.
  • Presentation slide decks must be finalized and distributed prior to the $11:00$ team sync.
  • Chris to provide account coverage for Canada market work streams during partial meeting overlaps.