We worked directly with CNBC producers to build a totally new program. Our “Talk to Chuck” campaign extension became Talking Numbers, hosted by Maria Bartiromo, which ran in the coveted closing bell timeslot. Bartiromo interviews experts who analyze the one number of the day that will be of greatest interest to the Active Investor. We then worked to extend the CNBC video reach through a Talking Numbers Hub on Yahoo! Finance. CNBC’s trusted video draws in viewers and defines the day’s subject, but Active Investors want more depth – so Yahoo! gives them exactly that with extensive content about that day’s number. The text and video content from CNBC to Yahoo! Finance provides a new, meaningful, and organic way for SCHWAB to reach this audience. And to make sure SCHWAB capitalizes on this new dialogue, custom video and rich-banner SCHWAB creative follows the content wherever it appears across Yahoo!’s properties.

CNBC asked a panel of viewers unbiased questions about Talking Numbers. 71% of respondents wanted a full 30-minute show dedicated to the Talking Numbers content, 81% of the viewer panel responded positively to the Talking Numbers content, and 54% agreed that the information was highly relevant. The Talking Numbers content hub sees 3x more interest vs. industry standard. Although the Talking Numbers ad inventory is 1.5x in cost vs. our other standard placements, SCHWAB ads in this content environment are 91% more cost efficient vs. standard due to the high level of engagement on the website.