Television & the PVR Adults 18+ July 2008

Stopping the PVR Source: BBM Analytics omniVU July 2008; Note: refer to “Survey data” for sample detail; More than half of the people surveyed who use their PVR to fast forward or skip commercials stop and watch relevant or entertaining ads The two primary reason they stop: 1.the product or brand was of interest to them 2.they found the commercial entertaining In the PVR world, targeting to ensure the appropriate environment for your ad, and appealing/engaging creative is more important than ever

Adults 18+ A PVR is a Personal Video Recorder or a Digital Video Recorder that is built into some satellite and digital cable receivers that allows you to record programs and pause or rewind Live television. It does not need tapes. Do you own a PVR? Source: BBM Analytics omniVU July 2008; Note: refer to “Survey data” for sample detail;

Adults 18+ Currently 99% of the time spent watching TV is in Live viewing mode, a mode in which commercials cannot be skipped or fast forwarded. Source: BBM Nielsen Meter Data, July 2008

When using your PVR to fast forward or skip commercials do you ever stop to watch commercials that are of interest to you? Adults 18+ Source: BBM Analytics omniVU July 2008; Note: refer to “Survey data” for sample detail;

What was the main reason for stopping to watch the commercial? Adults 18+ Source: BBM Analytics omniVU July 2008; Note: refer to “Survey data” for sample detail;

“PVR’d” ads still make impressions Source: BBM Analytics omniVU July 2008; Note: refer to “Survey data” for sample detail; Almost three quarters of the people surveyed by BBM Analytics report awareness of the ads they are fast forwarding or skipping Taking into account the small proportion of viewing in Playback mode, these results indicate that the PVR is currently having little effect on brand awareness

When you fast forward or skip commercials, are you ever aware of the advertisers in the commercials you are skipping? Adults 18+ Source: BBM Analytics omniVU July 2008; Note: refer to “Survey data” for sample detail;

“PVR’d” ads still make impressions Source: Millward Brown, CBS Research 2008 The results of the BBM Analytics survey are supported by research done by CBS in the U.S. CBS research indicates that overall recall of advertising by PVR users and Ad recall by program genre is substantial Quality of Creative also impacts Ad recall Finally, the PVR has had the impact of adding ratings via playback viewing which leads to audiences larger than live only audiences

Impact on Recall of Ads by PVR Users Source: Millward Brown, CBS Research 2008 Base Index

PVR Ad Awareness During Playback/Time Shift Source: Insights Express Study, CBS Research 2008

PVR Ad Recall by Genre Source: Millward Brown, CBS Research 2008

Impact of Creative on PVR Ad Recall by PVR Users Source: Millward Brown, CBS Research 2008; Grey’s Anatomy

PVR Impact on Program Viewing A25-54 Source: CBS Research 2008, National Ratings