Network TV Scatter vs. Spot TV Cost Comparison A25-54 CPMs Q2 2012-Q2 2014 TVB Analysis of SQAD National and Local Market Cost Estimate Data 1 Updated.

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Presentation transcript:

Network TV Scatter vs. Spot TV Cost Comparison A25-54 CPMs Q Q TVB Analysis of SQAD National and Local Market Cost Estimate Data 1 Updated with 2Q 2014 Data

Scatter Network/Spot Variables Quarter Daypart Demo Q-to-Q and Y-to-Y Changes Volatility Political 2

Scatter Network/Spot Consistencies Network TSA Viewers/Spot TV DMA Viewers SQAD 3 rd Party Data Media Market Guide National Report (Issue Date: February 21, 2014) SQAD DATAVue Product Version (Average levels used from March, June, September & December data / final quarter data. Q2’14 use Mar’14 data) 3 SQAD recently undertook an extensive analysis of the CPM and CPP data reported in Media Market Guide-National and found that it did not reflect the current national television marketplace as precisely as they would like. As a result, they felt obligated to revise their data accordingly. In this report, you will find that all of the numbers have been updated.

Early Morning A25-54 CPM — Network Scatter vs. Spot 4

Early News A25-54 CPM — Network Scatter vs. Spot 5

Spot Early Morning vs. Network Early News A25-54 CPM — Network Scatter vs. Spot 6

Primetime A25-54 CPM — Network Scatter vs. Spot 7

Primetime/Prime Access A25-54 CPM — Network Scatter vs. Spot 8

Late Night A25-54 CPM — Network Scatter vs. Spot 9

Late Night/Late News A25-54 CPM — Network Scatter vs. Spot 10

Cable News vs. Spot Early Morning A25-54 CPM 11

Syndication Scatter vs. Spot Access A25-54 CPM 12

2nd Quarter 2014 Network Scatter vs. Spot TV — CPM A25-54 Network-ScatterSpot DMA Early Morning$25.51$16.94 Early News$23.22$22.79 Prime$51.69$52.38 Late Night$23.94$19.76 Total$124.36$

Network Scatter vs. Spot TV CPM A nd Quarter’ % +21% -1% +2% +51%+51% Network Premium

2 nd Quarter 2014 Spot TV CPM Projections vs. Network Scatter SQAD A25-54 DMA CPM Basis 15 MarketsEarly MorningEarly NewsPrimeLate Night 1-10$17.90$23.13$69.24$ $18.01$23.50$66.25$ $17.46$22.70$62.11$ $16.79$21.88$56.85$ $16.36$21.38$53.24$ $16.24$21.32$52.16$ $16.94$22.79$52.38$19.76 Network-Scatter$25.51$23.22$51.69$23.94

A25-54 CPM Change Q vs. Q NetworkSpot DMA Early Morning+5%0% Early News+4%-3% Prime+11%+1% Late Night+5%0% 16

A25-54 CPM Change Q vs. Q NetworkSpot DMA Early Morning+17%+11% Early News+28%+11% Prime+43%+14% Late Night+24%+7%