1. TV AUDIENCE RESEARCH - November-December 2004. - MEDIA CENTER, Belgrade 18.01.2005. Organized by: Realization: &

2. INTRODUCTION òThis survey on TV audience, whose main results are presented in this report, is the ninth in a row since 1998. The research is organized by IREX, and realized by Strategic Marketing & Media Research Institute, Belgrade. This is one of the largest surveys on TV audience realized in our country. òPurpose of all of the survey was to measure the audience of the most significant TV stations, as well as the audience of TV stations members and affiliates of ANEM. òThe survey was conducted in the period of November 29 – December 5, 2004. òData were obtained in the same manner as in the previous surveys, through combination of two TV measurement methods: on the basis of Diary, kept by the respondents from the territory of Serbia without Kosovo (all members of the selected households were aged 4+, a total of 4473 respondents) and on the basis of electronic TV audience measurement realized through peoplemeters and field research (average daily sample size: 2610 respondents, audience evidenced by minutes, provider of data AGB Strategic Research). òAverage daily sample size: 8281 respondents.

3. CITIES INCLUDED IN THE SURVEY

4. AVERAGE DAILY TV AUDIENCE AVERAGE DAILY TV AUDIENCE 29.11.2004 – 05.12.2004, SERBIA WITHOUT KOSOVO, POPULATION 4+ DATA REPRESENT THE AVERAGE NUMBER OF PEOPLE IN PERCENTAGE, WHO HAVE WATCHED THE PROGRAM OF ONE OF TV STATIONS FROM THE GIVEN GROUP FOR AT LEAST 1 MINUTE

5. AVERAGE TV AUDIENCE BY HOURS AVERAGE TV AUDIENCE BY HOURS 29.11.2004 – 05.12.2004, SERBIA WITHOUT KOSOVO, POPULATION 4+ National TV stations

6. AVERAGE SHARE OF TV AUDIENCE AVERAGE SHARE OF TV AUDIENCE 29.11.2004 – 05.12.2004, SERBIA WITHOUT KOSOVO, POPULATION 4+

7. TV AUDIENCE BY HOURS ON WEEKDAYS AND WEEKENDS TV AUDIENCE BY HOURS ON WEEKDAYS AND WEEKENDS 29.11.2004 – 05.12.2004, SERBIA WITHOUT KOSOVO, POPULATION 4+ WEEKDAYS WEEKENDS

8. 20 LOCAL TV STATIONS WITH LARGEST TOTAL WEEKLY AUDIENCE 20 LOCAL TV STATIONS WITH LARGEST TOTAL WEEKLY AUDIENCE 29.11.2004 – 05.12.2004, SERBIA WITHOUT KOSOVO, POPULATION 4+ DISPLAYED DATA REPRESENT THE NUMBER OF PEOPLE WATCHING THE PROGRAM OF ONE OF MANTIONED TV STATION, FOR AT LEAST 1 MINUTE DURING ONE WEEK PERIOD

9. 20 LOCAL TV STATIONS WITH THE AVERAGE NUMBER OF VIEWERS 20 LOCAL TV STATIONS WITH THE AVERAGE NUMBER OF VIEWERS 29.11.2004 – 05.12.2004, SERBIA WITHOUT KOSOVO, POPULATION 4+, AVERAGE WEEKLY AUDIENCE 24 HOURS A DAY

10. 15 TOP LOCAL TV STATIONS BY AUDIENCE SHARE

11. TREND OF INCREASE OF TOTAL TV AUDIENCE OF ANEM MEMBERS * Peoplemeters + Diary

12. TREND OF INCREASE OF TOTAL TV AUDIENCE OF ANEM MEMBERS AND AFFILIATES * Peoplemeters + Diary