1. -Executive Summary-

2. Table of Contents Total Landscape Analyses Overview Incidence of use Share of users Number of different brands used Brand loyalty rates Brands used by target brand members Target brand usage among users of competing brands Brands that compete most strongly with target brand Brands that represent the greatest opportunity for target brand growth Brands that represent the greatest opportunity for target brand growth Brands that pose the greatest threat to target brand

3. Table of Contents Competitive Set Landscape Analyses Share of users Number of different brands used Brand loyalty rates Brands used by target brand members Target brand usage among users of competing brands Brands that compete most strongly with target brand Brands that represent the greatest opportunity for target brand growth Brands that represent the greatest opportunity for target brand growth Brands that pose the greatest threat to target brand

4. Table of Contents Demographic Analyses Top 10 measures in terms of index Top 10 measures in terms of incidence ratio Top 10 best predictors Top 10 measures in terms of overall audience/incidence rank Top 10 measures in terms of overall audience/incidence rank Top 10 measures in terms of competitive set audience/ incidence rank Top 10 measures in terms of competitive set audience/ incidence rank Top 10 measures in terms of overall index/composition rank Top 10 measures in terms of overall index/composition rank Top 10 measures in terms of competitive set index/ composition rank Top 10 measures in terms of competitive set index/ composition rank

5. Table of Contents Psychographic Analyses Top 10 measures in terms of overall level of agreement Top 10 measures in terms of index Top 10 measures in terms of incidence ratio Top 10 best predictors Top 10 measures in terms of overall audience/incidence rank Top 10 measures in terms of overall audience/incidence rank Top 10 measures in terms of competitive set audience/ incidence rank Top 10 measures in terms of competitive set audience/ incidence rank Top 10 measures in terms of overall index/composition rank Top 10 measures in terms of overall index/composition rank Top 10 measures in terms of competitive set index/ composition rank Top 10 measures in terms of competitive set index/ composition rank

6. Table of Contents Publication Analyses Publication Analyses Top 10 publications in reaching target brand members Top 10 publications in terms of index Top 10 publications in terms of incidence ratio Top 10 publication predictors Publication Type Analyses Top 10 publication types in reaching target brand members Top 10 publication types in terms of index Top 10 publication types in terms of incidence ratio Top 10 publication type predictors

7. Table of Contents Website Analyses Website Analyses Top 10 websites in reaching target brand members Top 10 websites in terms of index Top 10 websites in terms of incidence ratio Top 10 website predictors Publication Type Analyses Top 10 website types in reaching target brand members Top 10 website types in terms of index Top 10 website types in terms of incidence ratio Top 10 website type predictors

8. Table of Contents Television Network/Program Type Analyses Television Network Analyses Top 10 networks in reaching target brand members Top 10 networks in terms of index Top 10 networks in terms of incidence ratio Top 10 network predictors Program Type Analyses Top 10 program types in reaching target brand members Top 10 program types in terms of index Top 10 program types in terms of incidence ratio Top 10 program type predictors

9. Table of Contents Definitions – Landscape Analyses Weighted Number of Brand Users (Wgt # Brand Users) - Column C Incidence % of Base Using Brand - Column D Total Number of Brands Used (Total # Brands Used) - Column E Share of Users - Column F Percent Loyalty - Column G Brands Used Per Brand User - Column H Number of Target Brand Users Who Use Brand - Column I Percent of Target Brand Users Who Use Brand - Column J Number of Other Brand Users Using Target Brand - Column K Percent of Other Brand Users Using Target Brand - Column L Concomitant User Index - Column M Target Brand Opportunity Index - Column N Target Brand Vulnerability Index - Column O

10. Table of Contents Definitions – All Other Analyses Unweighted Base (Unwgt Base) - Column B Weighted Base (Wgt Base) - Column C Composition Base (Comp Base) – Column D Unweighted Target (Unwgt Target) – Column E Weighted Target (Wgt Target) - Column F Composition Target (Comp Target) - Column G Coverage - Column H Index - Column I Population Rank Versus All Brands In The Analysis (Pop Rank Vs. All) - Column J Population Rank Versus All Brands In The Analysis (Pop Rank Vs. All) - Column J

11. Table of Contents Definitions – All Other Analyses Index Rank Versus All Brands In The Analysis (Index Rank Vs. All) - Column K Index Rank Versus All Brands In The Analysis (Index Rank Vs. All) - Column K Incidence Ratio - Column L Correlation Coefficient Phi Coefficient - Column M Variance Explained - Column N 95% Confidence Intervals - Columns O through Q Population Rank Versus Competitive Set (Pop Rank Vs. Set) - Column R Population Rank Versus Competitive Set (Pop Rank Vs. Set) - Column R Index Rank Versus Competitive Set (Index Rank Vs. Set) - Column S Index Rank Versus Competitive Set (Index Rank Vs. Set) - Column S

12. Overview The Integrated Data Exploratory and Analytical System (IDEAS) is a series of programs that are specifically designed to provide advertisers, ad agencies and media companies with an in-depth understanding of a given "target" brand and its competitors. Using advanced statistical and analytical approaches, IDEAS provides comprehensive profiles of the target brand for up to 30 analytical categories of the client's choosing (e.g., demography, psychographics, publication read, TV networks viewed, websites visited, vehicles owned, travel, stores shopped, financial assets)

13. Overview Additionally, by examining simultaneous or concomitant brand usage within a specified time period, IDEAS calculates the following metrics in order to provide a basic understanding of the brand dynamics for the product category in which the target brand competes: Incidence of use, Share of users, Number of different brands used by brand user group, Brand loyalty rates, Other brands used by target brand users, Usage of the target brand among competing brand users, The relative likelihood of competing brand users using the target brand, The brands that potentially pose the greatest opportunity for growth for the target brand, The brands that potentially pose the greatest threat to the target brand in the marketplace.

14. Total Landscape Analysis Incidence of Use

15. Total Landscape Analysis Share of Users

16. Total Landscape Analysis Number of Different Brands Used

17. Total Landscape Analysis Percent Brand Loyalty

18. Total Landscape Analysis Brands Used Most Often By Target Brand

19. Total Landscape Analysis Usage of Target Brand by Competing Brands

20. Total Landscape Analysis Target Brand Competition/Interaction

21. Total Landscape Analysis Opportunity Indices

22. Total Landscape Analysis Vulnerability Indices

23. Competitive Set Landscape Analysis Share of Users

24. Competitive Set Landscape Analysis Number of Different Brands Used

25. Competitive Set Landscape Analysis Percent Brand Loyalty

26. Competitive Set Landscape Analysis Brands Used Most Often By Target Brand

27. Competitive Set Landscape Analysis Usage of Target Brand by Competing Brands

28. Competitive Set Landscape Analysis Target Brand Competition/Interaction

29. Competitive Set Landscape Analysis Opportunity Indices

30. Competitive Set Landscape Analysis Vulnerability Indices

31. Demographic Analysis Top 10 Measures in Terms of Index

32. Demographic Analysis Top 10 Measures in Terms of Incidence Ratio

33. Demographic Analysis Top 10 Best Predictors

34. Demographic Analysis Top 10 Overall Audience/Incidence Ranks

35. Demographic Analysis Top 10 Competitive Set Audience/Incidence Ranks

36. Demographic Analysis Top 10 Overall Index/Composition Ranks

37. Demographic Analysis Top 10 Competitive Set Index/Composition Ranks

38. Psychographic Analysis Top 10 Statements With Highest Levels of Agreement

39. Psychographic Analysis Top 10 Measures in Terms of Index

40. Psychographic Analysis Top 10 Measures in Terms of Incidence Ratio

41. Psychographic Analysis Top 10 Best Predictors

42. Psychographic Analysis Top 10 Overall Audience/Incidence Ranks

43. Psychographic Analysis Top 10 Competitive Set Audience/Incidence Ranks

44. Psychographic Analysis Top 10 Overall Index/Composition Ranks

45. Psychographic Analysis Top 10 Competitive Set Index/Composition Ranks

46. Publication Analysis Top 10 Publications in Terms of Reach

47. Publication Analysis Top 10 Publications in Terms of Index

48. Publication Analysis Top 10 Publications in Terms of Incidence Ratio

49. Publication Analysis Top 10 Best Predictors

50. Publication Type Analysis Top 10 Publication Types in Terms of Reach

51. Publication Type Analysis Top 10 Publication Types in Terms of Index

52. Publication Type Analysis Top 10 Publications Types in Terms of Incidence Ratio

53. Publication Type Analysis Top 10 Best Predictors

54. Website Analysis Top 10 Websites in Terms of Reach

55. Website Analysis Top 10 Websites in Terms of Index

56. Website Analysis Top 10 Websites in Terms of Incidence Ratio

57. Website Analysis Top 10 Best Predictors

58. Website Type Analysis Top 10 Website Types in Terms of Reach

59. Website Type Analysis Top 10 Website Types in Terms of Index

60. Website Type Analysis Top 10 Websites Types in Terms of Incidence Ratio

61. Website Type Analysis Top 10 Best Predictors

62. Television Network Analysis Top 10 Networks in Terms of Reach

63. Television Network Analysis Top 10 Networks in Terms of Index

64. Television Network Analysis Top 10 Networks in Terms of Incidence Ratio

65. Television Network Analysis Top 10 Best Predictors

66. Program Type Analysis Top 10 Program Types in Terms of Reach

67. Program Type Analysis Top 10 Program Types in Terms of Index

68. Program Type Analysis Top 10 Programs Types in Terms of Incidence Ratio

69. Program Type Analysis Top 10 Best Predictors

70. Definitions – Columns B-E

71. Definitions – Columns F-H

72. Definitions – Columns I-K

73. Definitions –Column L

74. Definitions – Column M

75. Definitions – Columns N-R

76. Definitions - Column S

77. Landscape Definitions – Columns C-G

78. Landscape Definitions – Columns H-L

79. Landscape Definitions – Columns M-O