1. Who ’ s Watching & Pledging Comparing Viewers and Pledgers TRAC Dev Workshop January 2013 1

2. How much of the audience pledges ? In December, 0.7% - comparable to direct mail. 2

3. What are we after ? Match of Audience and Pledger Characteristics –Premium offer and ladders correct ? –Talent & messaging on target ? –Scheduling, Promotion ? 26 shows with Experian data Program type analysis 3

4. What do the pledgers look like ? Older Music –Highest in well off retirees –Non - retired includes many professionals –Indexes well in Good Life and Blue Chip “ Niches ” categories –Many single person homes –Connected to community 4

5. Older Music GREAT PERFORMANCES: ANDREA BOCELLI AND DAVID FOSTER MY CHRISTMAS BARBRA STREISAND - ONE NIGHT ONLY AT THE VILLAGE VANGUARD GREAT PERFORMANCES: ANDREA BOCELLI LIVE IN CENTRAL PARK VICTOR BORGE: 100 YEARS OF MUSIC & LAUGHTER MAGIC MOMENTS: BEST OF 50S POP YANNI VOICES: LIVE FROM THE FORUM IN ACAPULCO CANADIAN TENORS: LIVE IN TORONTO IL VOLO TAKES FLIGHT Pledge DPM Index: 136 Average Gift: $136 5

6. Magic Moments Pledge DPM Index: 151 Average Gift: $159 6

7. Il Volo Pledge DPM Index: 149 Average Gift: $109 7

8. What do the pledgers look like ? Transitional Music –Not quite retired –Moderately high income –High in two person homes –Move infrequently –Many couples – some kids 8

9. Transitional Music ( Silent to Boomer ) CELTIC WOMAN: GREATEST JOURNEY HOLIDAY SPECIAL STRAIGHT NO CHASER: LIVE IN NEW YORK (NON-HOLIDAY) INTRODUCING NATHAN PACHECO DAVID GARRETT: ROCK SYMPHONIES MY MUSIC: DOO WOP LOVE SONGS MM: ROCK, POP AND DOO WOP Pledge DPM Index: 125 Average Gift: $157 9

10. David Garrett http :// www. youtube. com / watch ? v = Z 7 oPHkqzPqAhttp :// www. youtube. com / watch ? v = Z 7 oPHkqzPqA 10

11. David Garrett : Rock Symphonies Pledge DPM Index: 106 Average Gift: $139 11

12. What do the pledgers look like ? Boomer Music –Moderate income –Low in single person homes –Not retired and mostly professionals –A few more in service occupations 12

13. Boomer Music MY MUSIC: MOTOWN MEMORIES ED SULLIVAN'S ROCK AND ROLL CLASSICS: THE 60S (MY MUSIC) 60S POP, ROCK & SOUL (MY MUSIC) ALBERT KING WITH STEVIE RAY VAUGHAN IN SESSION Pledge DPM Index: 108 Average Gift: $151 13

14. Ed Sullivan ’ s Rock Classics : The 60’ s Pledge DPM Index: 113 Average Gift: $164 14

15. Three Types 15

16. Things we learned and ask Different types of music builds cume across drive Nostalgia resides in the viewer –Can ever get 60’ s Pop pledgers to match audience ? –Nostalgia causes emotion and predisposes to giving Mismatches largest for younger audience –Younger viewers watch but infrequently pledge –Does messaging leave bad taste ? Personal improvement needs its own 16

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18. Personal Improvement TACKLING DIABETES WITH DR NEAL BARNARD BRAIN FITNESS FRONTIERS CHANGE YOUR BRAIN CHANGE YOUR LIFE WITH DR AMEN (120) KICKSTART YOUR HEALTH WITH DR NEAL BARNARD DR WAYNE DYER: CHANGE YOUR THOUGHTS, CHANGE YOUR LIFE HAPPINESS ADVANTAGE WITH SHAWN ACHOR Pledge DPM Index: 90 Average Gift: $195 18

19. Brain Fitness Frontiers Pledge DPM Index: 97 Average Gift: $260 19

20. Tackling Diabetes Pledge DPM Index: 94 Average Gift: $156 20

21. What do the pledgers look like ? Older Music –Highest in well off retirees –Non - retired includes many professionals –Indexes well in Good life and Blue Chip categories –Many single person homes –Connected to community Transitional Music –Not quite retired –Moderately high income –High in two person homes –Move infrequently Boomer Music –Moderate income –Low in single person homes –Not retired and mostly professionals –A few more in service occupations Personal Improvement –Highest income –High in Upper Income, Middle age groupings –Most professionals –Most single person homes 21