1. © 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Simmons National Consumer Study Advertising Outside the Home for DPAA March 2011

2. © 2011 Experian Information Solutions, Inc. All rights reserved. 2 Experian Simmons - Single Source Delivering 360 Degree Insight on the American Consumer National Consumer/ Hispanic Study Simmons DataStream Simmons Local Custom Research Multi-Media Engagement/ New Media Kids & Teens Consumer

3. © 2011 Experian Information Solutions, Inc. All rights reserved. 3 Experian Simmons Simmons National & Hispanic Consumer Studies National Consumer/ Hispanic Study National Consumer Study  25,000 adults annually  Continuous measurement  Quarterly Release  60,000 personal and household measures  500 categories  8,000 brands & products  600+ attitudes and opinions  All forms of media  Syndicated and specialty segmentations Consumer Hispanic Study  All NCS measures  Over 7,000 Hispanic adults living in the U.S.  Heritage  Language preferences  Spanish-language media  Hispanic specific lifestyle / psychographic attributes

4. © 2011 Experian Information Solutions, Inc. All rights reserved. 4 Experian Simmons From Adults to Simmons Kids and Teens Kids  Over 2,000 kids ages 6 to 11  Media, product consumption, brands and product usage  Psychographic questions about fashion, multiple media channels, money, parents, friends, self- image, the Internet, media usage  Released twice a year, on a rolling 12-month sample Kids & Teens Consumer Teens  Over 2,000 teens ages 12 to 17  Media, product and brand consumption, services ownership, purchase and usage  In-depth demographics  Lifestyle/ psychographics  Released twice a year, on a rolling 12-month sample

5. © 2011 Experian Information Solutions, Inc. All rights reserved. 5 Experian Simmons From National to SimmonsLOCAL Simmons Local SimmonsLOCAL  209 DMAs  Insight down to ZIP5 level  Largest local analysis database available  County and ZIP code mapping  Complete media consumption data for each market, including broadcast TV, cable, newspaper, magazine, radio and Internet Consumer  Unprecedented in-tabs of up to 50,000 per DMA  60,000 personal and household measures  Product purchase behavior across over 500 categories  Brand preference on 8,000 brands & products  600+ attitudes and opinions

6. © 2011 Experian Information Solutions, Inc. All rights reserved. 6 Experian Simmons DataStream SM Single source of weekly consumer insights Simmons DataStream Consumer  Over 60,000 NCS measures updated weekly  Advertising effectiveness analysis  Demonstrate accountability for marketing spend  Track brand performance  Brand health for products or media properties  Competitive brands  Monitor consumer trends  Shifts in consumer behaviors, opinions and lifestyle  Detect critical market movements sooner

7. © 2011 Experian Information Solutions, Inc. All rights reserved. 7 Simmons National Consumer Study Video Advertising Outside the Home © 2011 Experian Information Solutions, Inc. All rights reserved 7

8. © 2011 Experian Information Solutions, Inc. All rights reserved. 8 Simmons National Consumer Study Advertising Outside the Home – video advertisements 7 days30 days Video Advertisements NoticedAdults 18+Hispanics Non Hispanics Adults 18+Hispanics Non Hispanics Airports3.6%4.7%3.4%12.4%15.1%11.9% Doctor's Office or Hospital Waiting Area8.8%9.8%8.6%23.7%27.1%23.0% Elevators4.2%4.9%4.1%9.3%12.9%8.6% Gas Stations22.7%21.0%23.1%32.1%33.2%31.9% Health Club/ Gym4.9%5.1%4.9%9.3%11.8%8.9% Inside Taxis1.8%2.3%1.7%5.0%7.4%4.5% Large Retail or Department Stores15.1%15.2%15.1%28.6%29.9%28.4% Office Buildings ( Not In The Elevator) 3.1%3.7%3.0%7.6%10.5%7.1% Restaurants or Bars15.7%13.7%16.0%27.8%28.0%27.8% Riding Public Transport (bus, trains, subway) 4.6%6.1%4.3%9.1%14.0%8.2% Shopping Malls13.5%12.8%13.6%27.8%30.6%27.3% Sports Stadiums or Arenas4.1%4.5%4.0%11.3%13.9%10.8% Waiting For Public Transport (platform/ shelter) 3.7%4.5%3.5%7.9%12.2%7.1% NET39.6%39.1%39.7%55.9%55.2%56.1% Source: Simmons Fall 2010 NHCS 6-Month Almost 40% of U.S. Adults 18+ noticed video advertisements outside the home in the last 7 days and almost 56% in the last 30 days

9. © 2011 Experian Information Solutions, Inc. All rights reserved. 9 Simmons National Consumer Study Advertising Outside the Home – video advertisements 7 days30 days Video Advertisements Noticed (Index) Hispanics Non Hispanics (Index) Hispanics Non Hispanics Airports 1119811597 Doctor's Office or Hospital Waiting Area 1169713993 Elevators 9210110399 Gas Stations 1039912695 Health Club/ Gym 1309414991 Inside Taxis 100 10599 Large Retail or Department Stores 1179713893 Office Buildings ( Not In The Elevator) 88102101100 Restaurants or Bars 1349415390 Riding Public Transport (bus, trains, subway) 9510111098 Shopping Malls 1129812496 Sports Stadiums or Arenas 1239615590 Waiting For Public Transport (platform/ shelter) 1119811597 Hispanic consumers overall are more receptive to video advertisements outside the home than Non- Hispanic consumers Source: Simmons Fall 2010 NHCS 6-Month Red = Index 110 and above

10. © 2011 Experian Information Solutions, Inc. All rights reserved. 10 Simmons National Consumer Study Advertising Outside the Home – video advertisements HispanicsNon-Hispanics noticed past 7 daysAge Median HHI Median DSE* Median Age Median HHI median DSE Median ($) Airports 36.467,50011,87444.867,80012,129 Doctor's Office or Hospital Waiting Area 3954,5008,73751.853,10010,482 Elevators 37.558,50010,94744.763,80011,001 Gas Stations 36.452,2009,22245.260,80011,102 Health Club/ Gym 32.658,3009,25242.667,10013,613 Inside Taxis 27.940,7007,37639.738,6008,324 Large Retail or Department Stores 37.755,3009,69847.462,10011,397 Office Buildings ( Not In The Elevator) 37.854,7008,82743.273,30011,459 Restaurants or Bars 38.653,2009,09346.261,20011,166 Riding Public Transport (bus, trains, subway) 34.750,3006,37442.848,5008,729 Shopping Malls 38.860,10010,92946.767,50011,657 Sports Stadiums or Arenas 3557,3008,31541.867,80011,706 Waiting For Public Transport (platform/ shelter) 4152,6007,14739.455,9008,467 NET 36.551,0008,45046.263,50011,695 Source: Simmons Fall 2010 NHCS 6-Month *Discretionary Spend Estimate : an estimated dollar amount of a household’s annual spend on discretionary expenses Hispanic consumers tend to be younger with HHI $51K and discretionary spend estimate $8,450, while Non-Hispanics are older, have more income and discretionary spend estimate

11. © 2011 Experian Information Solutions, Inc. All rights reserved. 11 Simmons National Consumer Study Advertising Outside the Home – video advertisements 7 days30 days Adults 18+Hispanics Non Hispanics Adults 18+Hispanics Non Hispanics Age Median44.636.546.243.936.245.5 Age Mean45.339.446.444.739.245.7 HHI median61,10051,00063,50060,30051,80062,200 HHI mean83,90065,40087,30084,30067,30087,500 DSE Median11,1768,45011,69510,9548,90311,355 DSE Mean14,10510,82814,71513,99911,24114,513 Source: Simmons Fall 2010 NHCS 6-Month *Discretionary Spend Estimate : an estimated dollar amount of a household’s annual spend on discretionary expenses American consumers who noticed advertising in places outside their home tend to be approximately 44 years of age, with household income of $60,00 and estimated discretionary spending of $11,000 annually

12. © 2011 Experian Information Solutions, Inc. All rights reserved. 12 Simmons National Consumer Study Advertising Outside the Home – video advertisements Non-Hispanics TV Prime Time Viewing noticed past 7 days quintile 1 (highest) quintile 2 (2nd highest) quintile 3 (middle) quintile 4 (2nd lowest) Airports 84109112106 Doctor's Office or Hospital Waiting Area 12812477103 Elevators 86132101109 Gas Stations 11611510493 Health Club/ Gym 86113125112 Inside Taxis 7916843126 Large Retail or Department Stores 1211279785 Office Buildings ( Not In The Elevator) 971347890 Restaurants or Bars 12211110091 Riding Public Transport (bus, trains, subway) 1031219284 Shopping Malls 11312310590 Sports Stadiums or Arenas 1021449098 Waiting For Public Transport (platform/ shelter) 1021428374 NET 11511210295 Source: Simmons Fall 2010 NHCS 6-Month Red = Index 110 and above

13. © 2011 Experian Information Solutions, Inc. All rights reserved. 13 Simmons DataStream Video Advertising Outside the Home © 2011 Experian Information Solutions, Inc. All rights reserved 13

14. © 2011 Experian Information Solutions, Inc. All rights reserved. 14 Simmons DataStream Advertising Outside the Home – video advertisements -11% relative decrease +27% relative increase Source: Experian Simmons DataStreamSM 1 or 4-week moving estimate Bases: Adults 18+ Target: Video Advertisements Outside of the home 30 days and 7 days Percent of Adults who noticed video advertisements last 30 days or 7 days Last 7 days Last 30 days 7 days measures help to understand different trend cycles

15. © 2011 Experian Information Solutions, Inc. All rights reserved. 15 Simmons DataStream Advertising Outside the Home – video advertisements Video Advertisements last 30 days Non-video Advertisements last 30 days While Video advertisements tend to appeal to a bigger audience, both video and non-video advertisements explosions have similar trend cycles Percent of Adults who noticed video advertisements last 30 days Source: Experian Simmons DataStreamSM 4-week moving estimate Bases: Adults 18+ Target: Video & Non-video Advertisements Outside of the home 30 days

16. © 2011 Experian Information Solutions, Inc. All rights reserved. 16 Local Market Targeting Advertising Outside the Home © 2011 Experian Information Solutions, Inc. All rights reserved 16

17. © 2011 Experian Information Solutions, Inc. All rights reserved. 17 SimmonsLOCAL Geographic analysis of outdoor advertising targets Source: Simmons LOCAL Spring 2010 Experian Simmons provides rich insight on consumers in over 200 media markets across the U.S.

18. © 2011 Experian Information Solutions, Inc. All rights reserved. 18 Experian helps target ad receptivity by medium for each restaurant location Using a profile of the client’s diners across all Mosaic consumer segments, the client’s locations in the New York market are ranked by their propensity to reach consumers receptive to different advertising mediums Solution Example Geographic Marketing – Location Trade Areas Simmons National Consumer Study >> Experian Mosaic Segmentation >> MicromarketerG3 >>

19. © 2011 Experian Information Solutions, Inc. All rights reserved. Gary Warech Vice President 212-471-2873 917-295-0821 gary.warech@experian.com Kelly Flynn Account Director 212-471-2857 203-461-2577 Kelly.flynn@experian.com