3. BRAND PROMISE
EL REY UNITES REBELS, FANS AND AFICIONADOS
THROUGH A LIFESTYLE POWERED BY BADASS CONTENT.
FUCK YEAH.

4. AUTHENTIC AND ICONIC VOICE

5. ARTIST DRIVEN
MOVIES SPORTS
DOCSUNSCRIPTED
ORIGINAL
SERIES
ANIMATION/
GRAPHIC NOVEL

6. THE PEOPLE’S NETWORK
2060
13% AA
17%
Hisp
59%
White 5% Asian
3% Other 15% AA
31%
Hisp
43%
White
8% Asian
3% Other
2012
Source: US Census Bureau

7. REDEFINING AUDIENCES
YOUNG REBELS
OLDER REBELSGENRE FANS
SOPHISTICATED VIEWERS
RODRIGUEZ FANS

8. WOULD DEFINITELY WATCH
7
33
14 13 20
49
% of Target Target 1 -
(N=124)
Target 2 -
(N=526)
Target 3 -
(N=252)
Target 4 -
(N=229)
Target 5 -
(N=360)
Not in any targ
(N=879)
% of Target That
Would Definitely Watch
81 56 48 52 49 13
YOUNG
REBELS
OLDER
REBELS
GENRE
FANS
SOPHISTICATED
VIEWERS
RODRIGUEZ
FANS

9. THE PEOPLE’S NETWORK – AN EMOTIONAL CONNECTION

10. The
ALCHEMY
of creating a network

11. THE SCIENCE
Defining and validating audience
Sizing the audience groups
Determining the Emotional DNA

12. EmotionalDNA™

13. EmotionalDNA™ IS AUDIENCE DERIVED
( pretty appropriate for The People’s Network )

14. BUT… WHAT IS IT ?

15. A NEW
TAXONOMY…
Inspired by
geneticists’
dendegrams

16. PRIMETIME DRAMA TAXONOMY
Psychological EdgeTrue Wit
Realistic
Suspense
Romantic Escape
Deep,
Dark,
Sexy
Action
Escape

17. EL REY EMOTIONAL ATTRIBUTES
Undemanding
Unrealistic
Tame
Cold
Superficial
Slow
Light
Mild
Intelligent
Realistic
Exhilarating
Hot
Inspiring
Fast
Heavy
Spicy
SMARTS
REALISM
ADRENALINE
ROMANCE
HEART
TEMPO
GRAVITY
KICK

18. EL REY CONTENT DNA MIX
Psychological EdgeTrue Wit
Realistic
Suspense
Romantic Escape
Deep,
Dark,
Sexy
Action
Escape
61% 39%

19. NIELSEN RATINGS BY CATEGORY
Category Live + 7, 18-64
Action Escape 3.00
Psychological Edge 4.17
Realistic Suspense 4.45
Deep Dark and Sexy 2.70
Romantic Escape 1.81
True Wit 4.37
Total Average 3.44

20. EmotionalDNA™ informs MARKETING
PROGRAMMING
PROMOTION

21. LEVERAGING EMOTIONAL RESONANCE
FOR ADVERTISING PARTNERS