Media Consumption Habits Affluent Households MarketBreaks $75,000+ HHI $100,000+ HHI

$75,000+ Household Income ($75K+ HHI)

A large majority within affluent demos see Television as “a good escape” for “pure entertainment” that “relaxes them” Affluent People View Television As An Oasis From Their Otherwise Hectic Lives Source: 2012 GfK MRI Doublebase. Base: 18+

Affluent Adults ($75K+ HHI) Spend More Than 15 Hours Per Week Watching Cable TV Programming Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Affluent Households ($75K+ HHI) 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 Within Affluent Households ($75K+ HHI) Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Cable Ratings Against Adults With A $75K+ HHI Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined Total Day $75K+ HHI 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 A $75K+ HHI Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines Total Day Cable/Broadcast $75K+ HHI 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 Affluent People ($75K+ HHI) Sports NBC Sports Network ESPN Yahoo! Sports FOX Sports on MSN USA Today Sports Adult Swim Huffington Post Comedy Comedy Central Break.com College Humor ABC News CNN Yahoo! Huffington Post NBC News VEVO TownSquare Media ToneMedia MTV Yahoo! Music Source: CAB analysis of comScore data, September Top sites by category eHow Home & Garden Houzz.com HGTV Hearst Home Design Shelter Hub The Weather Channel Weatherbug.com Accuweather.com MSN Weather Weather Underground NBCU TV Yahoo! AOL MSN TV A+E Networks Allrecipes Food Network BlogHer Food My Recipes Network Urbanspoon Disney Entertainment Nickelodeon Kids & Teens CoolMath-Games.com Miniclip PBSKids.org SportsComedy General News Music HomeWeather TV Entertainment Kids Food MTV Top 5 Websites by Genre – $75K+ HHI = Ad-supported cable brand GSN EA Websites FreeRide Games Nickelodeon Kids & Family Games Zynga Gaming

$100,000+ Household Income ($100K+ HHI)

A large majority within affluent demos see Television as “a good escape” for “pure entertainment” that “relaxes them” Higher HHI, $100K+, Have Almost Identical Views on Media As $75K+ HHI Source: 2012 GfK MRI Doublebase

Affluent Adults ($100K+ HHI) Spend More Than 14 Hours Per Week Watching Cable TV Programming Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Affluent Households ($100K+ HHI) 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 Within Affluent Households ($100K+ HHI) Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Cable Now Garners Double The Ratings Compared To Broadcast Against $100K+ HHI Total Day $100K+ HHI 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

No Surprise, Cable’s Share Is Also More Than Double Broadcast Now Against $100K+ HHI Total Day Cable/Broadcast $100K+ HHI 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 Affluent People ($100K+ HHI) NBC Sports Network ESPN Yahoo! Sports FOX Sports on MSN USA Today Sports Adult Swim Comedy Central Huffington Post Comedy Break.com College Humor ABC News CNN Yahoo! Huffington Post NBC News VEVO MTV TownSquare Media Yahoo! Music eHow Home & Garden Houzz.com HGTV Shelter Hub Hearst Home Design The Weather Channel Accuweather.com Weatherbug Weather Underground MSN Weather NBCU TV Yahoo! AOL MSN TV A+E Networks Allrecipes Food Network BlogHer Food My Recipes Network Urbanspoon Disney Entertainment Nickelodeon Kids & Teens Miniclip CoolMath-Games.com PBSKids.org SportsComedy General News Music HomeWeather TV Entertainment Kids Food ToneMedia Source: CAB analysis of comScore data, September Top sites by category Top 5 Websites by Genre – $100K+ HHI = Ad-supported cable brand GSN EA Websites FreeRide Games Nickelodeon Kids & Family Games Spil Games Gaming

Best Video Device: Even Thought They Are Moe Likely To Own Multiple Devices, Affluent People 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% 2% 20% $100K+ HHI 78% 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) – $100K+ HHI Television Ads Are “Judged” Most Memorable By An Affluent Demo TelevisionComputerSmartphoneTablet

“I Expect To See Advertising On This Device (Top 2 Box)” $100K+ HI Television Has The Highest Advertising Acceptance Among Affluent People 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) TelevisionComputerSmartphoneTablet

Television Ads Encourage Further Investigation By Affluent Demos 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. 55% Look up information online about an advertisement currently watching 60% Once a week or more 55% Shop online or purchase something they have seen on a show / advertisement they are currently watching $100K+ HHI How Often? 52% Once a week or more