Media Consumption Habits Males Age Breaks

Males (13+)

Best Video Device: Males Overwhelmingly Prefer TV Best Device for Watching Video CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace> Males = Males 13+ BASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video? 5% 2% 28% Males 75% Television Computer Smartphone Tablet 7% 3% 28% All Respondents 75%

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Watches video on device. Males = Males On which of the following devices do you find advertisements most memorable? “Device On Which Advertising Is Most Memorable” (Among Owners of Each Device) – Males Television Ads Are “Judged” Most Memorable By Males Television Computer SmartphoneTablet

“I Expect To See Advertising On This Device (Top 2 Box)” Males Television Has The Highest Advertising Acceptance Among Males CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Watches video on device. Males = Males /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 Computer SmartphoneTablet Tablet advertising has gained relatively quick acceptance among men

Television Ads Encourage Further Investigation By Males and Ultimately Move Products Off the Shelves CAB 2013 Custom Study ; Video Nation: Anytime, Anywhere, Anyplace. Males = Males 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. 59% Look up information online about an advertisement currently watching 60% Once a week or more 54% Shop online or purchase something they have seen on a show / advertisement they are currently watching Males How Often? 50% Once a week or more

Men 18-24

Men Spend More Time With Television Than Any Other Media Internet: comscore. Radio Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio) Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit ( ) Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 2Q’13 Total Day

Young Adult Males Love The Entertainment Value That Television Provides Source: 2012 GfK MRI Doublebase. Base: A18+ A majority of young males see Television as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”

Men 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 The Vast Majority of Available TV GRPs Within The Men Demo Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

M18-24 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined Total Day Men Rating 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 M18-24 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines Total Day Cable/Broadcast Men Share 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 Men Source: CAB analysis of comScore data, September Top sites by category Sports ESPN NBC Sports Network USA Today Sports NFL.com FOX Sports on MSN Comedy Central Adult Swim College Humor Cracked.com Break.com CNN ABC News Huffington Post USA Today Yahoo! VEVO ToneMedia MTV Spotify eHow Home & Garden ApartmentTherapy.com HOUZZ.com Michaels.com DoItYourself.com The Weather Channel Weatherbug Accuweather.com Weather Underground MSN Weather NBCU TV Yahoo! A+E Networks TV Guide Discovery Networks Allrecipes Food Network BlogHer Food Urbanspoon My Recipes Network Nickelodeon Kids & Teens Disney Entertainment Miniclip CoolMath-Games.com Addictinggames.com SportsComedy General News Music HomeWeather TV Entertainment Kids Food SoundCloud Top 5 Websites by Genre – M18-24 = Ad-supported cable brand GSN EA Websites NewGrounds.com Yahoo! Games Gaming FreeRide Games

Men 18-34

Men Spend More Time With Television Than Any Other Media Internet: comscore. Radio Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio) Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit ( ) Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 2Q’13 Total Day

Men Love The Entertainment Value That Television Provides Source: 2012 GfK MRI Doublebase. Base: A18+ A majority of young males see Television as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”

Men 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 The Vast Majority of Available TV GRPs Within The Men Demo Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

M18-34 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined Total Day Men Rating 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 M18-34 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines Total Day Cable/Broadcast Men Share 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 Men Source: CAB analysis of comScore data, September Top sites by category Sports ESPN NBC Sports Network Yahoo! Sports USA Today Sports NFL.com Comedy Central Adult Swim College Humor Break.com Cracked.com CNN ABC News Huffington Post Yahoo! USA Today VEVO TownSquare Media MTV Spotify eHow Home & Garden Houzz.com HGTV Scripps Networks DoItYourself.com The Weather Channel Weatherbug Accuweather.com Weather Underground MSN Weather NBCU TV Yahoo! TV Guide Discovery Networks A+E Networks Allrecipes Food Network Urbanspoon BlogHer Food My Recipes Network Nickelodeon Kids & Teens Disney Entertainment CoolMath-Games.com Addictinggames.com Miniclip SportsComedy General News Music HomeWeather TV Entertainment Kids Food ToneMedia Top 5 Websites by Genre – M18-34 = Ad-supported cable brand GSN EA Websites FreeRide Games Yahoo! Games NewGrounds.com Gaming

Men 18-49

Men Spend More Time With Television Than Any Other Media Internet: comscore. Radio Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio) Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit ( ) Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 2Q’13 Total Day

In Addition To Being Their Primary Source Of Entertainment, Men Watch Television To Stay Current On Cultural Trends Source: 2012 GfK MRI Doublebase. Base: A18+ A majority of Men watch TV to “keep updated with the latest styles and trends” and see the medium as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”

Men Spend 10 Hours Per Week Watching Cable TV Programming, Greatly Exceeding Their Time Spent With 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 TV GRPs Within The Men Demo Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

M18-49 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined Total Day Men Rating 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 M18-49 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines Total Day Cable/Broadcast Men Share 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 Men Source: CAB analysis of comScore data, September Top sites by category Sports ESPN NBC Sports Network Yahoo! Sports FOX Sports on MSN USA Today Sports Adult Swim Comedy Central Break.com College Humor Cracked.com CNN ABC News Yahoo! Huffington Post USA Today VEVO TownSquare Media MTV Spotify eHow Home & Garden Houzz.com HGTV Scripps Networks DoItYourself.com The Weather Channel Weatherbug Accuweather.com Weather Underground MSN Weather NBCU TV Yahoo! TV Guide Discovery Networks AOL Allrecipes Food Network BlogHer Food Urbanspoon My Recipes Network Disney Entertainment Nickelodeon Kids & Teens CoolMath-Games.com Miniclip Addictinggames.com SportsComedy General News Music HomeWeather TV Entertainment Kids Food ToneMedia Top 5 Websites by Genre – M18-49 = Ad-supported cable brand GSN EA Websites FreeRide Games Yahoo! Games Zynga Gaming

Men 25-54

Men Spend More Time With Television Than Any Other Media Internet: comscore. Radio Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio) Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit ( ) Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 2Q’13 Total Day

In Addition To Being Their Primary Source Of Entertainment, Men Watch Television To Stay In The Know On Current Events & Cultural Trends Source: 2012 GfK MRI Doublebase. Base: A18+ A majority of Men watch TV to “keep them up-to-date with trends” and see the medium as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”

Men Spend More Than 10 Hours Per Week Watching Cable TV Programming Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Men Demo Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

M25-54 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined Total Day Men Rating 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 M25-54 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines Total Day Cable/Broadcast Men Share 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 Men Source: CAB analysis of comScore data, September Top sites by category Sports NBC Sports Network ESPN Yahoo! Sports FOX Sports on MSN Turner Sports Adult Swim Break.com Comedy Central Huffington Post Comedy TheChive.com ABC News CNN Yahoo! Huffington Post USA Today VEVO TownSquare Media Yahoo! Music ToneMedia eHow Home & Garden HGTV Scripps Networks DoItYourself.com Shelter Hub The Weather Channel Weatherbug Accuweather.com Weather Underground MSN Weather NBCU TV Yahoo! MSN TV AOL TV Guide Allrecipes Food Network Urbanspoon BlogHer Food Taste Network Disney Entertainment CoolMath-Games.com Nickelodeon Kids & Teens Miniclip AddictingGames.com SportsComedy General News Music HomeWeather TV Entertainment Kids Food MTV Top 5 Websites by Genre – M25-54 = Ad-supported cable brand EA Websites GSN Yahoo! Games Zynga Gaming FreeRide Games

Men 50+

Men 50+ Spend Almost As Much Time With Television Than All Other Major Media Combined Internet: comscore. Radio: Radar reflects 55+, not 50+ Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio) Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit ( ) Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 2Q’13 Total Day

To Men 50+, Television is Their Trusted, Primary Resource For Entertainment, Exploration, Information And Inspiration Source: 2012 GfK MRI Doublebase. Base: A18+ A majority of Men 50+ watch TV to “learn,” stay “informed” and enhance their “creativity” while seeing the medium as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”

Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Men 50+ Demo Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

M50+ Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined Total Day Men 50+ Rating 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 Men 50+ Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines Total Day Cable/Broadcast Men 50+ Share 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

Outside of Newspapers, Men 50+ Are Much More Likely to Be “Heavy” Consumers of Television Than Any Other Media Source: 2012 GfK MRI Doublebase. Base: A18+

Across Genres, Branded Cable Content is the Most Sought After on the Internet For Men 50+ Source: CAB analysis of comScore data, September Top sites by category Sports NBC Sports Network Yahoo! Sports ESPN FOX Sports on MSN Turner Sports Huffington Post Comedy Break.com Adult Swim Comedy Central TheChive.com ABC News Yahoo CNN Huffington Post NBC News VEVO Yahoo! Music TownSquare Media MTV eHow Home & Garden HGTV Scripps Networks Houzz.com DoItYourself.com The Weather Channel Weather Underground MSN Weather Accuweather.com Weatherbug NBCU TV Yahoo! AOL MSN TV Huffington Post TV Food Network All Recipes BlogHer Food FOOD.com My Recipes Network Disney Entertainment CoolMath-Games.com Nickelodeon Kids & Teens Miniclip AddictingGames.com SportsComedy General News Music HomeWeather TV Entertainment Kids Food AOL Music Top 5 Websites by Genre – M50+ = Ad-supported cable brand GSN EA Websites PCH.com FreeRide Games Yahoo! Games Gaming