Prepared by: Benoit Lévesque Strategic Development Supervisor Astral Media Plus, Research & Marketing April 12, 2010 Reaching Parents With Astral Media TVPlus * *Men or women (heads of households or stay-at-home men/women) with kids under 18 at home

Parents’ TV Viewing Habits 2

Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, French-speaking commercial market shares (26 stations), broadcast year (September-August) Specialty Networks: More and More Popular Among Parents 3 Market Shares (%) Parents with kids under 18 Share of viewership is increasing year after year for specialty Networks. In the past 5 years, it went from 34.2% to 46.1% among parents (a 35% increase). Conversely, conventional networks saw an 18% drop in their share of viewership among this same target. - 18% + 35%

Reaching Parents With Astral Media TVPlus 4

Cartoons for every taste #1 among Quebec teens Ztélé: Tuned in to the curious-minded! The ultimate reference for the modern Quebec woman! Quebec’s documentary leader Music TV that goes way beyond videos The finest TV productions from here and abroad! The only French-language all-history specialty channel The ultimate music, entertainment and trend-setting reference for young adults Animated classics from yesterday Astral Media TVPlus: A Choice of 10 Stations 5

Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, French-speaking commercial market shares September 1, 2008 – August 30, 2009 Market Shares (%) Parents with kids under 18 Astral Media TVPlus: The Leader Among Parents, and More Specifically Among Mothers 6 With 29% of viewing hours among parents with kids under 18, the 10 Astral Media TVPlus stations are watched more than each of the conventional networks. Market Shares (%) Mothers with kids under 18 Share of viewership for the 10 Astral Media TVPlus stations is even stronger among mothers with kids under 18.

Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) & index (total TV = 100), September 1, 2008 to August 30, 2009 Audience Composition (%) & Index Parents with kids under 18 Astral Media TVPlus: The Most Effective Network Among Parents… 7 Nearly a quarter of Astral Media TVPlus viewers are parents with kids under 18. Average Weekly Reach for Astral Media TVPlus Parents with kids under % Each week, the 10 Astral Media TVPlus stations reach nearly 1.5 million parents with kids under 18. Index: 120 Index: 95 Index: 86 Index: 83 Index: 88

Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) & index (total TV = 100), September 1, 2008 to August 30, 2009 Audience Composition (%) & Index Mothers with kids under 18 …And Even More Effective Among Mothers % of Astral Media TVPlus viewers are mothers with kids under 18. Average Weekly Reach for Astral Media TVPlus Mothers with kids under % Each week, the 10 Astral Media TVPlus stations reach 727,000 mothers with kids under 18. Index: 125 Index: 90 Index: 89 Index: 85 Index: 76

VRAK.TV & TÉLÉTOON: 2 Essential Stations to Reach Parents 9

Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) and index (total TV = 100), September 1, 2008 to August 30, 2009 VRAK.TV & TÉLÉTOON: Among the Top 5 Most Effective Stations to Reach Parents 10 Top 10* - Audience Composition (%) & Index Parents with kids under 12 Index: 234 Index: 150 Top 10* - Audience Composition (%) & Index Parents with kids Index: 188 Index: 108 *Among stations with an audience of at least 2,000*Among stations with an audience of at least 1,000

Source: BBM Infosys, Fr. QC. Mo-Su 6a-6a, September 1, 2008 to August 30, 2009 VRAK.TV & TÉLÉTOON: Guaranteed Impact Among Parents 11 Share of Viewership for Our 10 Networks Among the hours spent watching our 10 stations, parents with kids under 12 focus over 42% of their viewing on VRAK.TV & TÉLÉTOON. 74.0% Each week, VRAK.TV & TÉLÉTOON reach nearly 893,000 parents with kids under 12. Average Weekly Reach VRAK.TV & TÉLÉTOON Parents With Kids Under 12 Share of Viewership for Our 10 Networks Among the hours spent watching our 10 stations, parents with kids focus nearly 35% of their viewing on VRAK.TV & TÉLÉTOON. 72.2% Each week, VRAK.TV & TÉLÉTOON reach nearly 534,000 parents with kids Average Weekly Reach VRAK.TV & TÉLÉTOON Parents With Kids 12-17

VRAK.TV & TÉLÉTOON: 2 Essential Networks to Reach Mothers 12

Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) and index (total TV = 100), September 1, 2008 to August 30, 2009 VRAK.TV & TÉLÉTOON: Among the Top 5 Most Effective Stations to Reach Mothers 13 Top 10* - Audience Composition (%) & Index Mothers with kids under 12 Index: 236 Index: 171 Top 10* - Audience Composition (%) & Index Mothers with kids Index: 210 Index: 112 *Among stations with an audience of at least 500*Among stations with an audience of at least 1,000

Source: BBM Infosys, Fr. QC. Mo-Su 6a-6a, September 1, 2008 to August 30, Share of Viewership for Our 10 Stations Among the hours spent watching our 10 stations, mothers with kids under 12 focus over 42% of their viewing on VRAK.TV & TÉLÉTOON. 75.1% Each week, VRAK.TV & TÉLÉTOON reach nearly 446,000 mothers with kids under 12. Average Weekly Reach VRAK.TV & TÉLÉTOON Mothers With Kids Under 12 Share of Viewership for Our 10 Stations Among the hours spent watching our 10 stations, mothers with kids focus over 35% of their viewing on VRAK.TV & TÉLÉTOON. 73.8% Each week, VRAK.TV & TÉLÉTOON reach nearly 282,000 mothers with kids Average Weekly Reach VRAK.TV & TÉLÉTOON Mothers With Kids VRAK.TV & TÉLÉTOON: Guaranteed Impact Among Mothers

VRAK.TV & TÉLÉTOON: Sought-After Viewers 15

Source: BBM Infosys, Fr. QC, Mo-Su 2a-2a, September 1, 2008 to August 30, 2009, audience composition (base 18+) & index (total TV = 100), stations with audience of over 1, VRAK.TV & TÉLÉTOON: Viewers With Strong Purchasing Power Top 5 Stations – Audience Composition (%) Adults 18+ with household incomes above $60,000 Index: 143 Index: 133 A large proportion of the VRAK.TV & TÉLÉTOON audience has a household income above $60,000, allowing advertisers to effectively reach people with strong purchasing power.

Source: BBM Infosys, Fr. QC, 18+, Mo-Su 2a-2a, September 1, 2008 to August 30, Audience Composition Quintile 1 to 3* Q1: Low TV Viewing (average 8.7 hours/week) Q2: Low/Avg. TV Viewing (average 15.5 hours/week) Q3: Average TV Viewing (average 24.1 hours/week) Q4: Avg./High TV Viewing (average 34.9 hours/week) Q5: High TV Viewing (average 57.6 hours/week) VRAK.TV & TÉLÉTOON: Viewers Who Don’t Watch Much TV Average-to-high TV viewers (Q1 to Q3) generate nearly 60% of VRAK.TV’s viewership and 48% of TÉLÉTOON’s viewership, even though they generate only 28% of total TV viewership. These high proportions allow TV advertisers to maximize the reach of their campaigns.

Performance Analysis 18

Source: BBM Infosys, Fr. QC, Mo-Su 2a-2a, 600 GRPs attributed based on broadcast market shares, with placements between March 1 & 28, % 600 GRPs on these 3 stations would allow you to reach 982,000 parents with kids under 18, an average of 8.1 times. Adding more spots to your VRAK.TV & TÉLÉTOON media plan would allow you to reach an additional 166,000 parents. These stations’ very high effectiveness to reach your target allows you to increase your campaign’s reach, as well as its frequency. Reach & Frequency Parents with kids under 18 VRAK.TV & TÉLÉTOON Will Maximize Your Campaign’s Impact Among Parents 600 GRPs (A25-54) / Canal Vie, Canal D, Ztélé, VRAK.TV & TÉLÉTOON Reach & Frequency Parents with kids under GRPs (A25-54) / Canal Vie, Canal D & Ztélé 73.2% With 600 GRPs, but with the addition of VRAK.TV & TÉLÉTOON, you would reach 1,148,000 parents with kids under 18, an average of 9 times.

Source: BBM Infosys, Fr. QC, Mo-Su 2a-2a, 600 GRPs attributed based on broadcast market shares, with placements between March 1 & 28, % 600 GRPs on these 3 stations would allow you to reach 512,000 mothers with kids under 18, an average of 8.5 times. Adding more spots to your VRAK.TV & TÉLÉTOON media plan would allow you to reach an additional 72,000 mothers. These stations’ very high effectiveness to reach your target allows you to increase your campaign’s reach, as well as its frequency. Reach & Frequency Mothers with kids under 18 …And Among Mothers 600 GRPs (W25-54) / Canal Vie, Canal D, Ztélé, VRAK.TV & TÉLÉTOON Reach & Frequency Mothers with kids under GRPs (W25-54) / Canal Vie, Canal D & Ztélé 74.8% With 600 GRPs, but with the addition of VRAK.TV & TÉLÉTOON, you would reach 584,000 mothers with kids under 18, an average of 9.2 times.

“Co-viewing” 21 “Viewers who watch TV with another person are more engaged in the show and are much more likely to watch it in its entirety vs. viewers who watch by themselves.” Source: Cunningham et al, The Advertising Magnifier Effect: An MTV Study, Journal of Advertising Research, December 2006

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