Media Consumption Habits Affluent Households MarketBreaks $75,000+ HHI $100,000+ HHI.

Media Consumption HabitsAffluent Households

MarketBreaks• $75,000+ HHI• $100,000+ HHI

$75,000+ Household Income ($75K+ HHI)

• A large majority within affluent demos see Television as “a good escape” for “pure entertainment” that “relaxes them”

Affluent People View Television As An Oasis From Their Otherwise Hectic Lives

Source: 2012 GfK MRI Doublebase. Base: 18+

Affluent Adults ($75K+ HHI) Spend More Than 15 Hours Per Week Watching Cable TV Programming

Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Broadcast (6 nets) Ad-Supported Cable

10:11

15:19

$75K+ HHI (A18+)Time Spent (Weekly)

HRS:MIN

Affluent Households ($75K+ HHI) Spend Almost Twice The Amount of Time Watching Cable Than They Do Broadcast



18:28

35:59

$75K+ HHI (Households)Time Spent (Weekly)

HRS:MIN

Ad-Supported Cable Has A Large Majority of The Available GRPs Within Affluent Households ($75K+ HHI)


20%

80%

$75K+ HHI (Households)Share of Sellable GRPs


Cable Ratings Against Adults With A $75K+ HHI Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined

2003 2008 2013

5.1 4.6 4.2

6.4

8.49.5

Broadcast Ad-Supported Cable

Total Day $75K+ HHI Rating (A18+)10-Year Trend

Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13

*Time period reflects 2Q only in each year

Cable’s Share Against Adults With A $75K+ HHI Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines

2003 2008 2013

44.036.0

31.0

56.064.0

69.0


Total Day Cable/Broadcast $75K+ HHI Share (A18+)10-Year Trend

Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13


Across Genres, Branded Cable Content is the Most Sought After on the Internet For Affluent People ($75K+ HHI)

Sports

NBC Sports Network

ESPN

Yahoo! Sports

FOX Sports on MSN

USA Today Sports

Adult Swim

Huffington Post Comedy

Comedy Central

Break.com

College Humor

ABC News

CNN

Yahoo!

Huffington Post

NBC News

VEVO

TownSquare Media

ToneMedia

MTV

Yahoo! Music

Source: CAB analysis of comScore data, September 2013. Top sites by category

eHow Home & Garden

Houzz.com

HGTV

Hearst Home Design

Shelter Hub

The Weather Channel

Weatherbug.com

Accuweather.com

MSN Weather

Weather Underground

NBCU TV

Yahoo!

AOL

MSN TV

A+E Networks

Allrecipes

Food Network

BlogHer Food

My Recipes Network

Urbanspoon

Disney Entertainment

Nickelodeon Kids & Teens

CoolMath-Games.com

Miniclip

PBSKids.org

Sports Comedy General News Music

Home Weather TV Entertainment

Kids

Food

MTV

Top 5 Websites by Genre – $75K+ HHI

= Ad-supported cable brand

GSN

EA Websites

FreeRide Games

Nickelodeon Kids & Family Games

Zynga

Gaming

$100,000+ Household Income ($100K+ HHI)

• A large majority within affluent demos see Television as “a good escape” for “pure entertainment” that “relaxes them”

Higher HHI, $100K+, Have Almost Identical Views on Media As $75K+ HHI

Source: 2012 GfK MRI Doublebase

Affluent Adults ($100K+ HHI) Spend More Than 14 Hours Per Week Watching Cable TV Programming



9:59

14:12

$100K+ HHI (A18+)Time Spent (Weekly)

HRS:MIN

Affluent Households ($100K+ HHI) Spend Almost Twice The Amount of Time Watching Cable Than They Do Broadcast



18:17

33:55

$100K+ HHI (Households)Time Spent (Weekly)

HRS:MIN

Ad-Supported Cable Has A Large Majority of The Available GRPs Within Affluent Households ($100K+ HHI)


20%

80%

$100K+ HHI (Households)Share of Sellable GRPs


Cable Now Garners Double The Ratings Compared To Broadcast Against $100K+ HHI

2003 2008 2013

5.0 4.4 4.1

6.0

7.98.9


Total Day $100K+ HHI Rating (A18+)10-Year Trend

Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13


No Surprise, Cable’s Share Is Also More Than Double Broadcast Now Against $100K+ HHI

2003 2008 2013

45.036.0

31.0

55.064.0

69.0


Total Day Cable/Broadcast $100K+ HHI Share (A18+)10-Year Trend

Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13


Across Genres, Branded Cable Content is the Most Sought After on the Internet For Affluent People ($100K+ HHI)

NBC Sports Network

ESPN

Yahoo! Sports

FOX Sports on MSN

USA Today Sports

Adult Swim

Comedy Central

Huffington Post Comedy

Break.com

College Humor

ABC News

CNN

Yahoo!

Huffington Post

NBC News

VEVO

MTV

TownSquare Media

Yahoo! Music

eHow Home & Garden

Houzz.com

HGTV

Shelter Hub

Hearst Home Design

The Weather Channel

Accuweather.com

Weatherbug

Weather Underground

MSN Weather

NBCU TV

Yahoo!

AOL

MSN TV

A+E Networks

Allrecipes

Food Network

BlogHer Food

My Recipes Network

Urbanspoon

Disney Entertainment

Nickelodeon Kids & Teens

Miniclip

CoolMath-Games.com

PBSKids.org

Sports Comedy General News Music

Home Weather TV Entertainment

Kids

Food

ToneMedia

Source: CAB analysis of comScore data, September 2013. Top sites by category

Top 5 Websites by Genre – $100K+ HHI

= Ad-supported cable brand

GSN

EA Websites

FreeRide Games

Nickelodeon Kids & Family Games

Spil Games

Gaming

Best Video Device: Even Thought They Are Moe Likely To Own Multiple Devices, Affluent People Overwhelmingly Prefer TV

Best Device for Watching Video

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video?

7%

2%

20%

$100K+ HHI

78%Television

Computer

Smartphone

Tablet 7%

3%

28%

All Respondents

75%

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device1056 On which of the following devices do you find advertisements most memorable?

“Device On Which Advertising Is Most Memorable”(Among Owners of Each Device) – $100K+ HHI

Television Ads Are “Judged” Most Memorable By An Affluent Demo

Television

Computer

Smartphone Tablet

“I Expect To See Advertising On This Device (Top 2 Box)”

$100K+ HI

Television Has The Highest Advertising Acceptance Among Affluent People

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device1000/1005/1010/1015 How much do you agree with the following statement - “I expect to see advertising on this device” – when watching video on a particular device? (Top 2 Box – strongly agree, agree)

Television

Computer

Smartphone Tablet

Television Ads Encourage Further Investigation By Affluent Demos and Ultimately Move Products Off the Shelves

CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching.

55% Look up information online about an advertisement currently watching

60% Once a week or more

55% Shop online or purchase something they have seen on a show / advertisement they are currently watching

$100K+ HHI

How Often?

52% Once a week or more

Media Consumption Habits Affluent Households MarketBreaks $75,000+ HHI $100,000+ HHI.

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