National Geographic Brand Intro

A HISTORIC UNION OF BRANDS BRAND INTRO 2

A GLOBAL FORWARD THINKING MEDIA COMPANY WITH PURPOSE AT OUR CORE BRAND INTRO 3

WE CHASE THE BIG QUESTIONS WHO WE ARE A COMMUNITY OF WE CHALLENGE BOLD EXPLORERS ACCEPTED BELIEFS WITH AN INSATIABLE CURIOSITY WE PUSH OUR BOUNDARIES OF HUMAN KNOWLEDGE BRAND INTRO 4

FOCUSAREAS Support projects that Identify issues of high seek to discover and human impact where identify species and individual action and ecosystems and to innovation can make a mitigate threats to measurable positive Earth’s life forms and halt change—like stemming the EXTRAORDINARY GROUND BREAKING TRANSFORMATIVE LOVE OF THE PLANET species decline. tide of single-use plastics FACTUAL IMAGERY EXPLORATION STORYTELLING polluting our ocean. BRAND INTRO 5

WE BELIEVE GREAT STORIES HAVE THE POWER TO TRANSFORM OUR UNDERSTANDING OF THE WORLD AND OUR ROLE IN IT BRAND INTRO 6

THE WORLD’S GREATEST STORYTELLERS A-LISTERS EXPLORERS PHOTOGRAPHERS BRAND INTRO 7

THE POWER OF VISUAL STORYTELLING BRAND INTRO 8

ADDRESSING TODAY’S ISSUES: RACE BRAND INTRO 9

ADDRESSING TODAY’S ISSUES: HOW WE WILL FEED THE WORLD BRAND INTRO 10

ADDRESSING TODAY’S ISSUES: THE CIRCULAR ECONOMY BRAND INTRO 11

ADDRESSING TODAY’S ISSUES: HOW WE WILL LIVE BRAND INTRO 12

NATIONAL GEOGRAPHIC IS UNIVERSALLY TRUSTED ONLY BUT 14% 98% OF CONSUMERS TRUST ADVERTISING OF CONSUMERS TRUST ON SOCIAL MEDIA OR WEBSITES NATIONAL GEOGRAPHIC Trust in Internet Websites & Social Media: YouGov, YouGov’s International Media Consumption Report March 2021; UK Only. Trust In National Geographic: Join The Dots; National Geographic Trust BRAND INTRO Study 13

WHAT NAT GEOMEANS +112% +28% +10% +166% +121% Values Adventure Beautiful Visuals A Social Signifier Active Engager I agree the brand reflects Strongly associate the brand Strongly associate the brand I would be proud to be seen The brand makes an active my social, political & with adventure with high quality photography with this brand change in the world environmental values Nat Geo Comp Set National Geographic InsightWorks Consumer Research; Natoinal Geographic Attributes vs. Key Premium Publishers Competitive Set; Nat REP UK Audience. BRAND INTRO 14

EVENTS THEATRICAL SOCIAL CONSUMER CHANNELS PRODUCTS THE WORLD OF NATIONAL DIGITAL CONSUMER GEOGRAPHIC ENGAGEMENT MAGAZINE DISNEY+ KIDS TRAVEL BRAND INTRO 15

UNRIVALLED SCALE & SCOPE AMONG THE 461M+ #1 MOST WIDELY DISTRIBUTED Households in In viewer trust TV CHANNELS 172 countries IN THE WORLD 760M ONE OF THE 46M+ #1 MOST READ MAGAZINES Print & digital “One of my HOUSEHOLDS IN THE WORLD readers in favorites” GLOBALLY 32 languages HIGHLY 25M+ 5.9B+ ENGAGED DIGITAL Monthly Content views AUDIENCE global users (Digital & Social) BRAND INTRO 16

515M+ TOTAL FOLLOWERS ACROSS ALL PLATFORMS THE TOP 5 #1 BRAND BRAND FOR SOCIAL IN SOCIAL ENGAGEMENTS FOLLOWERS 206M INSTAGRAM FOLLOWERS ON @NATGEO ACCOUNT BRAND INTRO 17

NATIONAL GEOGRAPHIC REACHES ALL CORNERS OF THE WORLD NORTH LATIN EUROPE & APAC AMERICA AMERICA AFRICA Awareness Awareness Awareness Awareness 82% 84% 77% 59% TV monthly reach TV monthly reach TV monthly reach TV monthly reach 91M 32M 63M 98M Digital monthly Digital monthly Digital monthly Digital monthly unique visitors unique visitors unique visitors unique visitors 14M 1M 3.9M 5.1M Social followers Social followers Social followers Social followers 63M 36M 56M 80M Magazine circulation Magazine circulation Magazine circulation Magazine circulation 63M 5K 240k 134K Source: awareness: GWI, reach: July 2020, social bakers, adobe analytics, Nielsen, publisher statements BRAND INTRO 18

WHO ARE THE NATIONAL GEOGRAPHIC AUDIENCE? ETHICAL CONSUMERS OPEN-MINDED &CURIOUS EXPLORATION & DISCOVERY 84% 82% 87% believe we should use our planet’s careabout people & cultures say Its important to explore, learn, resources responsibly different from their own and discover new things National Geographic Consumer Research; Total Nat Geo Target Audience N= (US:,1717; UK: 715; AUS: 695) BRAND INTRO 19

HOW THAT WORKS FOR YOUR AUDIENCE? 214m 291m 201m 35m Gen Z Millennials Gen X Baby Boomers i. 112 i. 103 i. 90 i. 78 407m 423m 426m 556m Decision Makers Educated Travellers Early Adopters i. 102 i. 119 i. 119 i. 125 GlobalWebIndex2022; National Geographic Total Audience Global BRAND INTRO 20

THE POWER OF THE YELLOW BORDER OUR STORIES CONNECT CONSUMERS TO BRANDS BRAND CONSUMER TRUST EMOTION VALUES INSPIRATION SHAREABILITY CONSIDERATION +24% +7% +57% +7% +25% +32% TUBULAR LABS; YOUTUBE DATA; NATIONAL GEOGRAPHIC ACCOUNTS; MEDIA (TOP 5,000 VIDEOS); BRAND ACCOUNTS (TOP 5,000 VIDEOS); 21 INFLUENCER ACCOUNTS (TOP 5,000 VIDEOS)

DELIVERING OUR VALUE PROPOSITION TRUST + CONTENT + SCALE BRAND INTRO 22

FURTHER TOGETHER