1. 1 TV – Social Media Starts Here TV Day Alberta Television Bureau of Canada May 23-24, 2012

2. 2 Viewing & Investment Trends Is anybody watching?

3. 3 Viewing Trends 3.7 billion viewers 159.6 billion weekly hours viewed Global Television Viewing Source: Deloitte TMT 2011; World POPClock; Eurodata TV Worldwide

4. 4 Viewing Trends Person 2+ – Millions of Weekly Hours Source: BBM Canada InfoSys+ TV PPM; Total Weekly Hours; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33; * includes Edmonton

5. 5 Viewing Trends Person 2+ – Millions of Weekly Hours Source: BBM Canada InfoSys+ TV PPM; Total Weekly Hours; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33; * includes Edmonton

6. 6 Viewing Trends Adults 18+ - Average Weekly Per Capita Hours Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33; * includes Edmonton

7. 7 Viewing Trends Adults 18+ - Average Weekly Per Capita Hours Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33; * includes Edmonton

8. 8 Viewing Trends Adults 18+ - Average Weekly Reach Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33 98.1%97.3%

9. 9 Advertising Investment $227 billion 40.1% share of all ad revenue Global Television Investment Source: Deloitte TMT 2012; ZenithOptimedia Ad Spend Forecast

10. 10 Advertising Investment TV revenue remains strong Top share of ad revenue Continued annual growth Net Advertising Volume

11. 11 Advertising Investment Canadian Net Advertising Revenue 2010 - Share Source: TVB Net Advertising Volume 2010

12. 12 Advertising Investment Canadian Net Advertising Revenue 10-Year Trend – Millions Source: TVB Net Advertising Volume 2010

13. 13 Advertising Investment Net Advertising Revenue – Television Time Sales Source: TVB Time Sales Survey (TSS)

14. 14 Commercial Clearance Statistics More & More Commercials

15. 15 Telecaster Services 60.9K commercial cleared for airing in 10/11 +10.0% vs. year ago :30’s dominate :15’s, :30’s & HD on the rise Commercial Clearance Source: TVB Telecaster Services

16. 16 Telecaster Services Clearance Trends Source: TVB Telecaster Services +11%+10%

17. 17 Telecaster Services Share by Length – 2010/11 Source: TVB Telecaster Services

18. 18 Telecaster Services Share by Format – 2010/11 Source: TVB Telecaster Services

19. 19 Telecaster Services Clearance Trends Source: TVB Telecaster Services

20. 20 TV Anywhere, Anytime The Power of Technology

21. 21 Multi Platform Four Screen World Source: Media Technology Monitor Fall 2011

22. 22 Multi Platform Online Video – Weekly Access Source: Media Technology Monitor Fall 2011

23. 23 Multi Platform Online Video – Average Weekly Hours Per Capita Source: Media Technology Monitor Fall 2011

24. 24 PVR Adoption TV Household Penetration Rate % Source: BBM Canada

25. 25 PVR Trends TV Household Penetration Rate % Source: BBM Canada

26. 26 PVR Trends Adults 18+ - Live Viewing Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33

27. 27 PVR Trends PVR Owners - Live Viewing Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33

28. 28 PVR Trends Commercials can only be skipped during Playback - ~5% of viewing 46% of PVR Owners stop to watch commercials of interest 72% of PVR Owners are aware of the advertisers in the commercials viewed during fast forward Playback Statistics – Adults 18+ Source: TVB/BBM Analytics OmniVu Survey July 2011

29. 29 Proving Television Advertising Effectiveness Research

30. 30 Biometric Proof Emotions are the primary driver of human behaviour and influence behaviour below conscious awareness 95% of brain processing occurs below conscious awareness including the majority of emotional processing Biometric marketing research measures the physiological responses traveling from the emotional centres of the brain to measure emotional engagement without bias Using Neuroscience to measure advertising effectiveness Conscious Associative Non Conscious Source: Innerscope Research

31. 31 Biometric Proof Two ground breaking studies measured emotional engagement with advertising, and the priming effect or uplift provided to engagement with online advertising when combined with offline advertising Using Neuroscience to measure advertising effectiveness Source: Innerscope Research

32. 32 Biometric Proof Video advertising was proven to be most effective in creating emotional engagement with ads Television was the most effective while static online display ads were shown to have little effect The immersive nature of television enhances the emotional experience increasing engagement with the content and advertising Emotional Engagement Source: Innerscope Research

33. 33 Biometric Proof Exposure to an ad for a brand offline can provide a significant uplift to engagement with advertising for the same brand when subsequently exposed online Television advertising had the greatest priming effect, lifting online engagement by 14 percentile points for video ads and 18 points for display ads Priming Effect Source: Innerscope Research

34. 34 Advertising Perceptions Relating to the advertising to which they are exposed, consumers report that television advertising is the most:  Influential  Persuasive &  Powerful The survey says… Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

35. 35 Advertising Perceptions Which ONE of the following media carries advertising that you believe to be the most influential? Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

36. 36 Advertising Perceptions Which ONE of the following media carries advertising that you believe to be the most persuasive? Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

37. 37 Advertising Perceptions Which ONE of the following media carries advertising that you believe to be the most powerful? Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

38. 38 The Media Eco-System While many rattled digital as the death knell of television, in reality linear TV and Online have become integral companions and have combined to amplify advertising communications Rather than replacing linear, linear and digital have combined to create an experiential eco-system which is turning out to be greater than the sum of its parts Eco-system theory = whole > sum of parts Source: David Brennan – Media Native

39. 39 The Media Eco-System The power of emotion and implicit memory are essential to effective communication Televisions immersive experience is key to creating a relaxed, receptive and shared environment in which messages reach the non conscious levels of our brain Television creates an engaging experience built on story telling, trust and sharing Eco-system theory = whole > sum of parts Source: David Brennan – Media Native

40. 40 The Media Eco-System TV has been shown to lead and influence many forms of online behaviour, often occurring within seconds of the TV broadcast because of the emergence of “second screening” Online has combined with television to create many new opportunities for advertisers Eco-system theory = whole > sum of parts Source: David Brennan – Media Native

41. 41 The Media Eco-System Online has allowed TV to add Point-of-Sale to its many strengths by creating a direct response channel Online has become an audience builder for TV by allowing for new channels of content distribution And online has allowed communities to rise around television content and advertiser communication seen on TV Eco-system theory = whole > sum of parts Source: David Brennan – Media Native

42. 42 The water cooler has moved online Social Networking

43. 43 Social Networking 55% of Albertans have participated in Social Networking in the past month 47% engage with TV online 12% have chatted about a TV program 4% chat about a program while watching Making Connections Source: Media Technology Monitor Fall 2011

44. 44 Social TV The top three Super Bowl ads created an amplifier effect generating 329K social media comments which multiplied into more than 200 million earned impressions on top of the paid media spots People who chat about TV are 8x more likely to chat about brands The sum is greater than the parts Source: Bluefin Labs

45. 45 Social TV TV + Social Expression = countless earned impressions to followers who share an affinity with the speaker Buzz drives Tune-in & Tune-in drives buzz TV and Video content is moving to integration allowing advertisers to harness its power across all touch points and coordinate them to create a community around their message Amplifying Communication

46. 46 Theresa Treutler President & CEO Television Bureau of Canada ttreutler@tvb.ca www.tvb.ca Thank you. Contact: