Media Consumption Habits Families MarketBreaks At Least One Child (0-17) in Household 2+ Children (0-17) in Household

At Least One Child (0-17) In Household

Busy adults who have transitioned towards a family-oriented lifestage centered around the home helps explain the duality of their television experience Although Most Adults Who Have Children At Home Look At Television As An Escape, Many Also Watch It To Keep Informed Source: 2012 GfK MRI Doublebase. Base: A18+

Best Video Device: People With At Least One Child In The Household Overwhelmingly Prefer TV Best Device for Watching Video CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video? 7% 3% 26% At Least One Child In HHI 74% Television Computer Smartphone Tablet 7% 3% 28% All Respondents 75%

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Watches video on device 1056 On which of the following devices do you find advertisements most memorable? “Device On Which Advertising Is Most Memorable” (Among Owners of Each Device) – At Least One Child In HH Television Ads Are “Judged” Most Memorable By People With At Least One Child In The Household TelevisionComputerSmartphoneTablet

“I Expect To See Advertising On This Device (Top 2 Box)” At Least One Child In HH CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Watches video on device 1000/1005/1010/1015 How much do you agree with the following statement - “I expect to see advertising on this device” – when watching video on a particular device? (Top 2 Box – strongly agree, agree) Television Has The Highest Advertising Acceptance Among People With At Least One Child In The Household TelevisionComputerSmartphone Tablet

Television Ads Encourage Further Investigation By People With At Least One Child In The Household and Ultimately Move Products Off the Shelves CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace 600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching. 62% Look up information online about an advertisement currently watching 60% Once a week or more 57% Shop online or purchase something they have seen on a show / advertisement they are currently watching At Least One Child In HH How Often? 48% Once a week or more

Adults With At Least One Child in HH Spend More Than Twice The Amount of Time Watching Cable Than They Do Broadcast Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Households With At Least One Child Spend Almost 3x The Amount of Time Watching Cable Than They Do Broadcast Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Ad-Supported Cable Has A Large Majority of The Available GRPs Against Households With At Least One Child Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Cable Ratings Against Adults With At Least One Child In HH Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined Total Day “At Least One Child In HH” Rating (A18+) 10-Year Trend Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13 *Time period reflects 2Q only in each year

Cable’s Share Against Adults With At Least One Child in HH Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines Total Day Cable/Broadcast “At Least One Child in HH” Share (A18+) 10-Year Trend Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13 *Time period reflects 2Q only in each year

Across Genres, Branded Cable Content is the Most Sought After on the Internet For Those With At Least One Child In Household Source: CAB analysis of comScore data, September Top sites by category Sports NBC Sports Network ESPN Yahoo! Sports FOX Sports on MSN USA Today Sports Adult Swim Break.com Comedy Central College Humor Huffington Post Comedy ABC News CNN Yahoo! Huffington Post NBC News VEVO ToneMedia MTV TownSquare Media Pulsepoint Home & Decoration eHow Home & Garden Houzz.com HGTV Scripps Networks The Weather Channel Weatherbug Accuweather.com MSN Weather Weather Underground NBCU TV Yahoo! A+E Networks MSN TV Discovery Networks Allrecipes Food Network BlogHer Food Taste Network FOOD.com Disney Entertainment CoolMath-Games.com Nickelodeon Kids & Teens Miniclip PBSKids.org SportsComedy General News Music HomeWeather TV Entertainment Kids Food Spotify Top 5 Websites by Genre – “At Least One Child in HH” = Ad-supported cable brand GSN EA Websites FreeRide Games Spil Games Wild Tangent Media Gaming

2+ Children (0-17) In Household

Busy adults who have transitioned towards a family-oriented lifestage centered around the home helps explain the duality of their television experience Although Most Adults Who Have Children At Home Look At Television As An Escape, Many Also Watch It To Keep Informed Source: 2012 GfK MRI Doublebase. Base: A18+

Adults With 2+ Children in HH Spend More Than Twice The Amount of Time Watching Cable Than They Do Broadcast Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Households With 2+ Children in HH Spend Almost Twice The Amount of Time Watching Cable Than They Do Broadcast Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Ad-Supported Cable Has A Large Majority of The Available GRPs Against Households With Two Or More Children Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Cable Ratings Against Adults With 2+ Children In HH Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined Total Day “2+ Children In HH” Rating (A18+) 10-Year Trend Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13 *Time period reflects 2Q only in each year

Cable’s Share Against Adults With 2+ Children in HH Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines Total Day Cable/Broadcast “2+ Children in HH” Share (A18+) 10-Year Trend Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13 *Time period reflects 2Q only in each year