How to Reach Voters Greensboro

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: North Carolina State Board of Elections, 10/24/09 N.C. Voter Registration YearRegistered Voters 19722,357, ,279, ,553, ,430, ,774, ,674, ,270, ,080, ,432, ,347, ,817, ,635, ,871, ,330, ,398, ,700, ,843, ,122, ,914, ,003, ,001, ,519, ,400, ,567, ,604, ,282, ,083,801

2009 N.C. Voter Statistics Source: North Carolina State Board of Elections, TOTAL VOTERS DEMOCRATIC 2,768,759 REPUBLICAN 1,932,505 UNAFFILIATED 1,382,537 TOTAL VOTERS FEMALE 2,741,633 MALE 3,290,045 WHITE 4,458,682 BLACK 1,313,124 NATIVE AMERICAN 46,883 HISPANIC 71,905 OTHER 99,211

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

Q: Q: Why Advertise Politically With Time Warner Cable? Source: Scarborough Data A: A: Because in the above DMAs, 63% of registered voters are reached by Time Warner Cable DMADMA 18+ Registered to Vote % Registered to Vote # of Registered Who Are Cable Subs % of Registered Voters Who Are Cable Subs RALEIGH2,216,6961,972,85489%1,297,78066% GREENSBORO1,315,2881,157,45388%754,80865% CHARLOTTE2,194,8701,799,79382%1,114,46662% WILMINGTON346,160294,23685%183,54263% MYRTLE BEACH599,592509,65385%322,85063% COLUMBIA771,537662,56286%346,60652%

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 63% more likely to watch MSNBC than the average person 36% more likely to watch Hallmark than the average person 33% more likely to watch Bravo than the average person Target: People who vote in local elections are 27% of local voters watch The Weather Channel 22% of local voters watch Discovery Source: Time Warner Cable Media Sales - Scarborough Data Greensboro,

Target: People who vote in state elections are 46% more likely to watch MSNBC than the average person 31% more likely to watch Spike than the average person 28% more likely to watch Cartoon Network than the average person 28% of state voters watch The Weather Channel 29% of state voters watch Fox News State Elections Source: Time Warner Cable Media Sales - Scarborough Data Greensboro,

Target: People who vote in presidential elections Presidential Elections HGTV HGTV - 23% more likely to watch than the average person News 14 - News % more likely to watch than the average person Animal Planet Animal Planet - 20% more likely to watch than the average person FX FX - 17% more likely to watch than the average person Bravo Bravo - 13% more likely to watch than the average person Hallmark - Hallmark - 12% 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 Greensboro,

Any Election People who vote in local, state or presidential elections… Target: CNBCAre more likely to watch CNBC than any other news network. 13% HGTVAre 13% more likely to watch HGTV 35-64Are mostly between the ages %Are 10% more likely to earn at least $250,000 per year than the average person. 26%Cable subscribers are 26% more likely to earn at least $250,000 per year than the average person. Source: Time Warner Cable Media Sales - Scarborough Data Greensboro,

Target: Target: Voters who always or sometimes vote in local, statewide or presidential elections Best Targeting Vehicle Source: Scarborough ; Target: How often vote in local, state or presidential elections: Always or Sometimes AND (All registered voters: Registered to vote in district of residence: Yes) or (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) Greensboro REGISTERED DEMOCRATS (404,565) REGISTERED REPUBLICANS (394,870) REGISTERED INDEPENDENTS (281,040) ALL REGISTERED VOTERS (1,121,038) % TargetIndex% TargetIndex% TargetIndex% TargetIndex Weather 27.4% % %9224.8%101 ESPN % % %9418.5%130 Discovery 23.2% %9716.3%7241.0%181 Fox News 22.9% % %6923.3%106 CNN 20.0%1068.9%4827.9% %109 News % % %9622.3%119

Best Targeting Vehicle % TargetIndex% TargetIndex% TargetIndex% TargetIndex Weather 27.4% % %9224.8%101 Fox News 22.9% % %6923.3%106 Hallmark 16.7% % %8916.1%106 ESPN % % %9418.5%130 CMT 9.8%9716.7%1669.1%856.8%67 News % % %9622.3%119 REGISTERED DEMOCRATS (404,565) REGISTERED REPUBLICANS (394,870) REGISTERED INDEPENDENTS (281,040) ALL REGISTERED VOTERS ((1,121,038) Target: Target: Voters who always or sometimes vote in local, statewide or presidential elections Source: Scarborough ; Target: How often vote in local, state or presidential elections: Always or Sometimes AND (All registered voters: Registered to vote in district of residence: Yes) or (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) Greensboro

Best Targeting Vehicle % TargetIndex% TargetIndex% TargetIndex% TargetIndex BET 12.1%1050%025.3%2207.7%67 Comedy 10.9%9611.2%9914.2%1265.9%53 CNN 20.0%1068.9%4827.9% %109 HLN 18.3% %6422.2% %130 Bravo 7.2%1093.9%589.4% %158 SYFY 11.4%977.6%6512.3% %106 REGISTERED DEMOCRATS (404,565) REGISTERED REPUBLICANS (394,870) REGISTERED INDEPENDENTS (281,040) ALL REGISTERED VOTERS (1,121,038) Target: Target: Voters who always or sometimes vote in local, statewide or presidential elections Source: Scarborough ; Target: How often vote in local, state or presidential elections: Always or Sometimes AND (All registered voters: Registered to vote in district of residence: Yes) or (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) Greensboro

Best Targeting Vehicle % TargetIndex% TargetIndex% TargetIndex% TargetIndex ESPN 18.1% % %9418.5%130 SYFY 11.4%977.6%6512.3% %106 Discovery 23.2% %9716.3%7241.0%181 CNBC 9.2% %1237.3%8411.8%136 MSNBC 6.1%1092.0%357.3% %211 Target: Target: Voters who always or sometimes vote in local, statewide or presidential elections Source: Scarborough ; Target: How often vote in local, state or presidential elections: Always or Sometimes AND (All registered voters: Registered to vote in district of residence: Yes) or (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) Greensboro REGISTERED DEMOCRATS (404,565) REGISTERED REPUBLICANS (394,870) REGISTERED INDEPENDENTS (281,040) ALL REGISTERED VOTERS (1,121,038)

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.