1. Television Bureau of Advertising Video Advertising in a Multi-Screen World 1

2. Popular Consumer Insight: In a Post-Television World, the consumer is in control and will choose what, when, where and on what to watch, creating his own personal media smorgasbord. 2

3. Popular Marketing Insight: In a Post-Television World, new ways must be found to reach and engage with consumers, on their terms, not the marketers’ terms. 3

4. Maybe so, if and when a Post-Television World arrives. 4

5. Television – good old “Old Media” TV – has never been more highly consumed… and it’s still growing. 5

6. Let’s look at video in all forms and see what’s real today. 6

7. 77 Consumer Usage of the Medium Is Growing Sources: Daily Usage Figures: The Nielsen Company, NTI Annual Averages; Prior to 9/87: Audimeter Sample; 9/87 to date: People Meter Sample. Ad and Promo Exposure: Council for Research Excellence – Video Consumer Mapping Study 2009. Household viewing is nearing 8.5 hours, daily. Americans are exposed to nearly 72 minutes of video ads and promos per day. (Hr:Min/Day)

8. 88 Television Viewing Is a High-Growth Activity Sources: Daily Viewing: The Nielsen Company, NTI Annual Averages. Monthly estimate: Nielsen 4Q09 Three-Screen Report. Each year, time spent viewing TV is increasing across most major demographics. Each month the average American watches over 153 hours of TV at home. MenWomenTeensChildren 20034:295:053:073:14 20044:265:073:073:16 20054:315:173:193:19 20064:355:173:223:26 20074:395:193:243:27 20084:495:253:273:28 20094:545:313:263:31 Hours:Minutes /Day

9. 99

10. 10 Live TV Ads

11. 4 th Quarter 2009 Video Viewing by Distribution Channel 11 Weekly Time Spent Hrs:Min Source: Nielsen 3 Screen Report Volume 7 Traditional Live TV34:37 Time Shifted TV2:04 Watching Video on Internet0:22 Watching Video on Mobile Phone0:04 Total Video Consumption37:07

12. 4 th Quarter 2009 Video Viewing by Distribution Channel Traditional Live TV34:3793.3% Time Shifted TV2:045.6% Watching Video on Internet0:221.0% Watching Video on Mobile Phone0:040.2% Total Video Consumption37:07 12 Weekly Time Spent Hrs:Min Source: The Nielsen Company Three Screen Report Volume 7

13. Weekly Time Spent in Hours:Minutes By Age Demographic 4Q 2009 13 K2-11 T12-17 A18-24 A25-34 A35-49 A50-64 A65+ P2+ On Traditional TV 25:17 23:24 26:14 31:58 35:40 42:38 47:21 34:37 Watching Timeshifted TV 1:33 1:15 1:28 2:58 2:44 2:22 1:10 2:04 Watching Video on Internet 0:04 0:15 0:39 0:35 0:33 0:17 0:06 0:22 Mobile Subscribers Watching Video on a Mobile Phone n/a 0:21 0:08 0:06 0:01 <0:01 n/a 0:04 Source: The Nielsen Company, Three Screen Report, 4th Qtr 2009.

14. Timeshifted Viewing: A Reality Check 14

15. National DVR Penetration is on the Rise… But the Growth Rate is Slowing 15 +33.7%+30.4%+18.0% Source: The Nielsen Company

16. Nielsen Reports 97% of TV Viewing is to Real Time Broadcasts Source: TVB Analysis of data presented in The Nielsen Company’s Three Screen Report, 4 th Qtr 2009

17. Of the 3% Timeshifted Viewing About 45% Watch the Commercials Source: TVB Analysis of data presented in The Nielsen Company’s Three Screen Report, 4 th Qtr 2009 About 1.6% of Viewing is Commercial Fast-Forwarded

18. About 10% of Viewers Account for 72% of Timeshifted Viewing % of all Viewers% Shifters% of Timeshifting Heavy Shifters3.5%10.0%39.0% Medium Shifters7.1%20.0%33.0% Light Shifters24.8%70.0%28.0% 18 Source: TVB Analysis of The Nielsen Company DVR Study

19. Time-Shifting Facts General Primetime Dramas are the most timeshifted genre. Sports and News programs are the least timeshifted. Most playback – 63% – occurs on the same day as recorded… 42% in the same hour. Source: The Nielsen Company

20. Broadcasting & Local Cable 20

21. 21 The Local Programming of Choice is on Local TV Stations… 195 of the Top 200 Shows in 2009 Were Broadcast Source: The Nielsen Company, Galaxy Explorer; 9/22/08-5/20/09, Ranked by A25-54 Live+SD US AA % (ties broken by 000’s) 1-25250025 26-50250025 51-75232025 76-100250025 101-125250025 126-150241025 151-175250025 176-200232025 Total19550200 %97.5%2.5%0.0% 100% ProgramBroadcastSubscription RankStationsTV PBS Total Prime Programs Ranked by Adult 25-54 Ratings

22. 22 The Big Problem in Converting Cable Network Audience to Local Ad Viewers: Satellite penetration is now at 32.9% of subscription HHs Satellite HHs do not receive local cable ads. They do get local TV station ads. Satellite! Source: The Nielsen Company, May’10 DMA Media Related Universe Estimates

23. Broadcast’s Reach Advantage Broadcast TV has the potential to reach 100% of TV HHS Local cable systems have the potential to reach 61.5% of TV HHS 39.5 % of viewers cannot see local cable TV ads 23

24. Let’s Look at Online Video 24

25. April 2010 Online Video Profile Unique Viewers133,506,000 (45% U.S. Pop.) Video Streams:9,410,533,000 Streams Per User:70.5 Time Per Stream:2:57 25 Source: Nielsenwire for April 2010

26. Top Online Video Brands April 2010 1.YouTube97,115,00033.2% 2.Yahoo!27,579,0009.5 3.Facebook24,248,0008.2 4.MSN/Bing14,654,0005.0 5.Hulu13,084,0004.5 26 Source: Nielsenwire for April 2010 Uniques% U.S. Pop.

27. Top Online Video Brands April 2010 1.YouTube4,943,28852.0% 2.Hulu687,8607.3 3.Yahoo!204,0862.2 4.MSN/Bing170,6711.8 5.Fox Interactive133,9421.4 27 Source: Nielsenwire for April 2010 Streams (000)% Total

28. YouTube Leanback “We’re looking at how to push users into a passive-consumption mode, a lean-back experience.” – Jamie Davidson YouTube Product Manager 28

29. 29 Marketing Consideration: The Heavy User Twitter: 1 in 5 Twitter users has 10 followers, follows 10 and has twittered 10 times 73% have Twittered less than 10X Facebook: 12% of users = 66% of visits 34% of users = 3% of visits U.S. Internet: 16% of web users click on ads 8% of users = 80% of Clicks

30. Mobile Video 30

31. Mobile Video Growth Monthly Reach of Mobile Video Viewers 31 4Q ’094Q ’08 17,583,00011,198,000+57% Source: Nielsen Three Screen Report Vol. 7

32. Mobile Video Usage Monthly Time Spent per Mobile Video User 32 4Q ’093Q ’094Q ‘08 3:373:153:37 Source: Nielsen Three Screen Report Vol. 7

33. Mobile Video OMVC – Open Mobile Video Coalition TV broadcasts to mobile devices (not broadband data streams – broadcasts) Test/exhibition in Washington, D.C. 33

34. One last thought that goes beyond the # s 34

35. More People Feel Broadcast Television is Most Involved in Their Community 35 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Persons 18+

36. Television Advertising Has the Best Perception Among Persons 18+ 36 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Most Persuasive

37. Thank You 37