2015

Planned Back to School Spending Source: Source: NRF Monthly Consumer Survey A18+, July 2015

86% Plan to Spend the Same or More than Last year Source: NRF Monthly Consumer Survey A18+, June 2015

Back to School: $Big Opportunity Source NRF Consumer Survey 2015

TV Influences Consumers Most Interest Consideration Want To Purchase Visit Store/Website Make Purchase Awareness Television Newspaper Network TV Website Local TV Station Website Email Internet Search Engine Internet Video Ad Radio Social Media Outdoor Internet Display Ad Streaming TV or Movies Online Source: TVB/The Futures Company; “Purchase Funnel 2015” Most Important media type among those who saw/heard ads on TV and at least 1 other media source (n=3886) Top 12

Back to School Starts In Early August: Lead With Advertising In July

School Start Dates Vary from DMA to DMA Most start in August Top 50 DMAs: 17 Different Start Dates Seattle 9/9 Portland 8/27 Minneapolis 8/24 Detroit 9/8 Boston 9/8 Milwaukee 9/1 Philly 9/8 Harrisburg 8/27 Grand Rapids 9/2 Cleveland 8/10 Hartford 8/26 NYC 9/9 Chicago 8/31 Pittsburgh 8/31 Columbus 8/26 Sacramento 8/31 Baltimore 8/31 San Fran 8/17 Salt Lake City 8/19 Indianapolis 8/3 Denver 8/24 Cincinnati 8/19 DC 8/31 Kansas City 8/10 St. Louis 8/17 Louisville 8/12 Las Vegas 8/25 Raleigh 8/24 Norfolk 9/3 LA 8/17 Charlotte 8/24 Nashville 8/5 Greensboro 8/24 Phoenix 8/6 OK City 8/3 Memphis 8/10 San Diego 9/8 Albuquerque 8/17 Atlanta 8/5 Greenville 8/18 Birmingham 8/5 Dallas 8/19 Jacksonville 8/19 Austin 8/24 Orlando 8/24 Houston 8/24 August September San Antonio 8/24 Tampa 8/25 West Palm Beach 8/17 Miami 8/24

Adults Start Shopping Weeks Before School Starts Source: NRF Monthly Consumer Survey A18+, July 2015

National Media: Start Early, Stay Late Or Miss Out Lead By a month Earliest BTS Start Date Latest BTS Start Date 7/06 8/3 9/9 National Media

Local Broadcast: Targeted Scheduling Lead By a month Earliest BTS Start Date Latest BTS Start Date 7/6 8/3 9/9 National Media Local Broadcast New York Baltimore Los Angeles Indianapolis

Broadcast: Tops in Summer Ratings Live+SD Ratings Women 18+ (w/children) Nationally, during the 2008/2009 TV Season, Broadcast delivered 195 of the Top 200 Programs. Cable sellers like to cite total aggregate audience delivery for all of cable while TV Station salespeople usually present program audiences. The problem with the aggregate approach is that hundreds of cable sources can be lumped together even though many are rarely ever bought, and several do not even insert local commercials. People watch programs and broadcasters present end sell that way. Broadcast delivered 50 of the top 50 and 100 of the top 100 programs with Women 18+ (w/children) Source: Nielsen NPower 06/29/2015 - 07/12/2015. Media Landscape 2010 - Phoenix 3-25-2010

Broadcast: Great Way to Reach Back to School Shoppers Women 18+ with Children Ratings Source: Nielsen NPower 6/29/2015 - 7/12/2015 Women 18+ w/children Live+SD Ratings; W+ 10 Cable Networks based on W+ Ratings.

Cover Each Company’s Strong Markets with Local Broadcast Walmart The Redder the better- High BDI Source: GfK MRI 2014 Market-by-Market weighted by women 18+ w/children 0-17 years. Shopped at Target or Walmart in the last 12 months.

Broadcast TV’s Reach: Significantly Higher Than Cable Source: Nielsen NPower. July 9th 2015 Women 18+ w/children Live+SD.

Broadcast Dominates, Cable Under a 1 Rating For Summer To be read: TNT’s Rizzoli & Isles had a .6 average rating in June 2015. During the same time period, there were 280 Broadcast programs that had higher average ratings Source: Nielsen NPower June 2015 (06/01/2015 - 06/28/2015) Live+SD Women 18+ With Children. Vodka 2010

Back to School Shopping Categories and Stores

Top 10 Back-to-School Advertisers: 2014 Source: Kantar Media July 2015

Electronics Closely Follows Clothing in Back to School $ Billions Source: NRF Monthly Consumer Survey, July 2015

Women Are the Back To School Shoppers Source: 2014 Fall GfK MRI, Base = Adults 18+

Broadcast TV Viewers Purchase Clothing Source: GFK MRI Fall 2014 , Base: Women 18+ w/children 0-17 years Index. Clothing expenditures – Amount spent in total in the last 12 months: $100+.

Broadcast TV Viewers Buy Electronics Source: GFK MRI Fall 2014 , Base: Women 18+ w/children 0-17 years Index. Shopped at Apple Stores or Best Buy anytime in the last 12 months.

Broadcast TV Viewers Purchase Office Supplies Source: GFK MRI Fall 2014 , Base: Men 18+ Index, Women 18+ Index. Purchased anything at FedEx Office, Office Depot, OfficeMax, or Staples in the last 12 months.

Types of Stores Planning to Shop in for Back to School Source: NRF Monthly Consumer Survey A18+, July 2015

Broadcast TV: The Source For Discount Shoppers Source: GFK MRI Fall 2014 , Base: Women 18+ w/children 0-17 years Index. Shopped at Target or Walmart in the last 3 months.

Broadcast Delivers Department Store Shoppers Source: GFK MRI Fall 2014 , Base: Women 18+ w/children 0-17 years Index. Shopped at JCPenney, Lord & Taylor, or Macy’s in the last 30 days.

Department Shopping is a Local Decision Macy’s The Redder the better- High BDI Source: GfK MRI 2014 Market-by-Market weighted by women 18+ w/children 0-17 years. Macy’s, Lord & Taylor, JCPenney: Shopped in the last 3 months.

Local Broadcast Television News Most Involved In Community Local Broadcast TV Station NewsLocal Broadcast TV Station NewsLocal Broadcast TV Station News 49% Apps or websites accessed through a smartphone or tabletApps or websites accessed through a smartphone or tablet 1% All other Internet news websites accessed through a computerAll other Internet news websites accessed through a computer 2% Cable News Channels 2% Broadcast Network National News 4% Social Media 5% Newspapers 14% Public Television National or Local NewsPublic Television National or Local NewsPublic Television National or Local NewsPublic Television National or Local News 12% Websites of national or local TV news accessed through a computerWebsites of national or local TV news accessed through a computerWebsites of national or local TV news accessed through a computer 5% Radio StationsRadio Stations 6% Source: TVB Media Comparisons Study December 2014. GfK Custom Research North America Survey. Which source of news do you feel is the most involved in your community? Base= Persons 18-64. Percentages exclude don’t know/no answer/none.

TV is Digital

Television Ads Are Motivation To Do Further Research Online Has an advertisement on television motivated you to go the Internet to find out more information about that product or service? Source: TVB Media Comparisons Study December 2014. GfK Custom Research North America Survey.

Local Broadcast TV Websites: More People Watch Video Content Which, if any, have you watched video content on? Source: TVB Media Comparisons Study December 2014. GfK Custom Research North America Survey. Base=Persons 18-64.

Most People Watch the Video Ads On Local Broadcast TV News Websites When visiting a local televisions station's website, have you ever looked at the video ads on that local television station's website? Source: TVB Media Comparisons Study December 2014. GfK Custom Research North America Survey. Base=Persons 18-64. Yes= Ever No=Never. Percentages exclude no answer.

Digital Media: TV Websites Influence Consumers Most Interest Consideration Want To Purchase Visit Store/Website Make Purchase Awareness TV Website Email Internet Search Engine Internet Video Ad Social Media Internet Display Ad Streaming TV or Movies Online Cell/Smart Phone Online Deal or Coupon Site Tablet Computer Newspaper Online Only Blog or Consumer Review Website Magazine Online Only Source: TVB/The Futures Company; “Purchase Funnel 2015” Most Important media type among those who saw/heard ads on TV and at least 1 other media source (n=3886)

One Third Of Respondents “Liked” A Local TV Station on A Social Networking Site Have you 'liked' a local television station on Facebook or followed one on Twitter? Source: TVB Media Comparisons Study December 2014. GfK Custom Research North America Survey.

Key Back to School Takeaways About 86% of consumers plan to spend the same or more than last year Broadcast delivers Back to School ratings & reach School start dates vary from market to market: Earliest start is August 3 Local Television Zeros in on key markets Most consumers shop three weeks to a month before school starts indicating advertising should start in June /July

Key Back to School Takeaways continued Broadcast TV delivers major Back to School categories Clothing and accessories (excluding shoes) Electronics or computer related equipment Shoes School supplies TV is digital and a digital motivator TV motivates viewers to go online for more product info Viewers “liked” local TV stations on socialnetworks Local TV websites Tops in video usage and ads Important digital influencer in consumer purchase process