How to Reach Voters NEW YORK CITY

Now More People Turn To Cable To Get Their Election News Source: The Pew Research Center; N=1091, multiple answers possible;TV total 75% Percent naming as Primary Election News Source – 2000 through 2008 Network TV (Broadcast)Local TVCable TV

Source: New York State Board of Elections, 11/1/09 N.Y. Voter Registration YearRegistered Voters ,162, ,550, ,740, ,866, ,262, ,033, ,246, ,008, ,837, ,619, ,669, ,245, ,031, ,632,792

2009 N.Y. Voter Statistics Source: New York State Board of Elections, TOTAL VOTERS DEMOCRATIC5,753,855 REPUBLICAN2,919,196 UNAFFILIATED2,959,741 TOTAL VOTERS UPSTATE DEMOCRATS2,696,834 UPSTATE REPUBLICANS2,414,760 UPSTATE UNAFFILIATED2,058,541 DOWNSTATE DEMS3,057,021 DOWNSTATE REPS504,436 DOWNSTATE UNAF901,200

It’s not about reaching ALL the people; It’s about reaching the RIGHT people.

Source: Nielsen Audience Estimates New York DMA Total Households = 7,493,530 Households in New York State = 4,801,290 % of Broadcast HH’s in NY State= 64% Broadcast Waste = 36% Broadcast Networks Have A Good Deal of Waste Q: Q: Why Advertise Politically With Time Warner Cable? A: A: Because Time Warner Cable Has Almost No Wasted Audience Outside of New York State

Source: Nielsen Audience Estimates The New York Interconnect Has A Great Deal of Waste New York Interconnect Households= 3,942,750 Households in New York State = 2,244,896 % of Interconnect HH’s in NY State= 57% Interconnect Waste= 43% Q: Q: Why Advertise Politically With Time Warner Cable? A: A: Because Time Warner Cable Has Almost No Wasted Audience Outside of New York State

Q: Q: Why Advertise Politically With Time Warner Cable? A: A: Because Time Warner Cable Has Almost No Wasted Audience Outside of New York State Source: Nielsen Audience Estimates Time Warner Cable Households= 1,703,280 Households in New York State = 1,639,280 % of TWCMS HH’s in NY State= 96% Time Warner Waste = 4% Time Warner Cable Has Hardly Any Waste at All

Cable’s Growth is Broadcast’s Decline SOURCE: TWC Media Sales-Corporate Research/NCC/Nielsen Cable Status Rpt Trends/Nielsen NTAR ; Daypart: Mon-Sun 6a-6a Broadcast data includes all commercial broadcast networks (ABC, NBC, CBS, FOX, UPN, WB, PAX and Indies) Aggregate shares may total more than 100 due to Multiple TV HHs SOURCE: TWC Media Sales-Corporate Research/NCC/Nielsen Cable Status Rpt Trends/Nielsen NTAR ; Daypart: Mon-Sun 6a-6a Broadcast data includes all commercial broadcast networks (ABC, NBC, CBS, FOX, UPN, WB, PAX and Indies) Aggregate shares may total more than 100 due to Multiple TV HHs National Total Day Avg. HH Share Ad- Supported Cable Commercial Broadcast Commercial Broadcast

Local Elections 26% more likely to watch GOLF than the average person 21% more likely to watch MSNBC than the average person 18% more likely to watch FBN than the average person Target: People who vote in local elections are 34% of local voters watch CNN 34% of local voters watch Discovery 31% of local voters watch A&E Source: Time Warner Cable Media Sales - Scarborough Data New York Sep-08 to Aug-09 Target: Always or Sometimes vote in local elections; Cable networks watched past 7 days

Target: People who vote in state elections are 28% more likely to watch GOLF than the average person 24% more likely to watch MSNBC than the average person 21% more likely to watch FBN than the average person 35% of state voters watch CNN 34% of state voters watch Discovery 31% of state voters watch A&E State Elections Source: Time Warner Cable Media Sales - Scarborough Data New York Sep-08 to Aug-09 Target: Always or Sometimes vote in state elections; Cable networks watched past 7 days

Target: People who vote in presidential elections Presidential Elections Golf Golf - 14% more likely to watch than the average person AMC AMC -11% more likely to watch than the average person MSG - MSG - 11% more likely to watch than the average person SNY SNY - 11% more likely to watch than the average person HGTV HGTV - 10% more likely to watch than the average person Bravo - Bravo - 10% more likely to watch than the average person VS - VS - 10% more likely to watch than the average person Networks that effectively reach voters in presidential elections are : Source: Time Warner Cable Media Sales - Scarborough Data New York Sep-08 to Aug-09 Target: Always or Sometimes vote in presidential elections; Cable networks watched past 7 days

Any Election People who vote in local, state or presidential elections… Target: MSNBCAre more likely to watch MSNBC than any other news network. 13% GOLFAre 13% more likely to watch GOLF % are between the ages %Are 19% more likely to earn at least $150,000 per year than the average person. Source: Time Warner Cable Media Sales - Scarborough Data New York Sep-08 to Aug-09 Target: Always or Sometimes vote in presidential elections; Cable networks watched past 7 days

Target: Target: Voters who always or sometimes vote in local, statewide or presidential elections Best Targeting Vehicle Source: Scarborough Data New York Sep-08 to Aug-09 Target: How often vote in local, state or presidential elections: Always or Sometimes AND (Registered to vote in district of residence: Yes) AND (Registered Republicans: Political party affiliation: Republican) or (Registered Democrats: Political party affiliation: Democrat) or (Registered Independents: Political party affiliation: Independent or Independent/but feel closer to Dem or Independent/but feel closer to Repub) New York REGISTERED DEMOCRATS (387,974) REGISTERED REPUBLICANS (311,551) REGISTERED INDEPENDENTS (219,206) ALL REGISTERED VOTERS (1,001,381)

Target: Target: Voters who always or sometimes vote in local, statewide or presidential elections New York Source: Scarborough Data New York Sep-08 to Aug-09 Target: How often vote in local, state or presidential elections: Always or Sometimes AND (Registered to vote in district of residence: Yes) AND (Registered Republicans: Political party affiliation: Republican) or (Registered Democrats: Political party affiliation: Democrat) or (Registered Independents: Political party affiliation: Independent or Independent/but feel closer to Dem or Independent/but feel closer to Repub)

Target: Target: Voters who always or sometimes vote in local, statewide or presidential elections New York Source: Scarborough Data New York Sep-08 to Aug-09 Target: How often vote in local, state or presidential elections: Always or Sometimes AND (Registered to vote in district of residence: Yes) AND (Registered Republicans: Political party affiliation: Republican) or (Registered Democrats: Political party affiliation: Democrat) or (Registered Independents: Political party affiliation: Independent or Independent/but feel closer to Dem or Independent/but feel closer to Repub)

Target: Target: Voters who always or sometimes vote in local, statewide or presidential elections New York Source: Scarborough Data New York Sep-08 to Aug-09 Target: How often vote in local, state or presidential elections: Always or Sometimes AND (Registered to vote in district of residence: Yes) AND (Registered Republicans: Political party affiliation: Republican) or (Registered Democrats: Political party affiliation: Democrat) or (Registered Independents: Political party affiliation: Independent or Independent/but feel closer to Dem or Independent/but feel closer to Repub)

COST PER VOTE Our sophisticated STRATA research system, using Nielsen data, enables us to show you Cost Per Points (CPP) both geographically and demographically. Advertising in specific cable zones or areas smaller than the DMA to minimize waste, is an excellent strategy. However, CPPs are not comparable to broadcast or “DMA equivalent CPPs” at those levels. We can also look at Cost Per Thousand (CPM) and even Cost Per Vote (CPV) to compare media effectiveness. By selecting networks from local-market syndicated research studies, such as Scarborough, and analyzing those networks’ demographic viewership, we are able to provide media packages that target specific audiences and voting behaviors most cost effectively. For example, if you want to target males over 35 that vote in a local market, we can create a package by selecting networks that reach the target. Then we combine data from Scarborough (e.g. voting males over 35 as a percent of ESPN audience) with data from our STRATA system (e.g. ESPN’s quantitative rating delivery for males over 35) to achieve a more targeted measure. Using this method, we are able to calculate an estimated cost per vote : Nielsen Ratings & Cable Rates Scarborough CPV CPM for Bravo  (% of registered Democratic voters who are  part of Bravo audience*1000) ==

Example - Finding Cost Per Vote: 2.09 Targeted Cost Per Vote = $12.36 Target: Target: All Registered Democratic Voters Network: Network: Bravo Index (from Scarborough): Index (from Scarborough): 209% (or 2.09) Generic Cost per Thousand (Nielsen Ratings & Cable Rates) = Generic Cost per Thousand (Nielsen Ratings & Cable Rates) = $12.36 Targeted Cost Per Vote = $5.91

FAQ: What really matters to me is moving the dial. How can I obtain the reach I need with cable? You can get the most reach on cable by buying the networks that target your audience (voters) and by buying spots on multiple networks. For local or state races, such as House seats, cable is much more economical than broadcast because of its pinpoint targeting. You may want to consider higher allocations for cable with these races. Cable is especially advantageous over broadcast for local and state races because the amount of waste is much lower per buy. By using a combination of local broadcast and cable, you can often achieve a higher reach for certain demographics for the same budget.