Powers of Television Advertising Television advertising is the most influential and compelling form of commercial communication available to advertisers on a market, regional and national basis. Television enjoys a long and proven history in terms of message delivery and communication efficacy. It has proven time and time again that TV can be relied upon to achieve an advertisers communication objective and contribute to the achievement of associated business, marketing and sales goals.

Key Strengths of Television Advertising Television has the highest daily and weekly reach of any medium in Canada. Television can deliver narrow target audiences through selective placement of commercials in programs. Television is the main source for news, sports, entertainment and general knowledge.

Key Strengths of Television Advertising (cont’d) Television is immediate and timely. Television is cost efficient for most target groups. Television can be purchased nationally, regionally or locally. Television is emotionally engaging and excites more of consumers' senses than any other medium.

Key Strengths of Television Advertising (cont’d) Television gets closer to one-to-one communication than any other mass medium. Television has the ability to reach target audiences quickly. This is particularly important for new product or service launches. Television programs are talked about and have real social currency that enhance audience engagement.

TV: ADVERTISERS’ MEDIUM OF CHOICE Television is set apart from the competing media by its ability to offer sight, sound and motion to generate an emotional response. More specifically, advertisers choose television because of the following: – Brand Image The power of TV advertising can be used creatively by advertisers to differentiate themselves from the competition and develop a unique persona.

– Cost A big idea, with, focus and clarity of message can make the advertiser a winner in consumers' minds despite a very small production budget. – Demonstration Capabilities The ability to show products in action can easily introduce new products to consumers. – Retention People learn through their senses. By stimulating more senses, the message is more likely to be noticed and learned. TV: ADVERTISERS’ MEDIUM OF CHOICE (cont’d)

33 million people 40 TV markets 13.3 million TV households Source: CDN - BBM Canada – Jan ‘11 The Canadian Market

$14.1 billion total advertising market $3.3 billion is TV $99 - per capita TV ad spend Source: TVB Canada – Net Advertising Volume 2010 Total Advertising Revenue

Top TV Markets in North America number of people aged 2+  Toronto is the 5th largest market in North America Source: Canadian- BBM Canada Fall 2010,US-Nielsen Media Research, January 2010, Population estimates

Top 10 Canadian TV Markets Source: BBM Canada Fall 2010

"At an event dedicated to a dream no longer deferred, TV did what no other medium, from print to blogs to webcasts, can do as well: It conferred a sense of union and participation, a feeling that you were sharing the experience, not only with those who were there but with everyone who was watching." USA Today | January 22, 2009