1. TVB Analysis of SQAD National and Local Market Cost Estimate Data
Updated with Q Data
Network TV Scatter vs. Spot TV Cost Comparison A CPMs Q Q2 2012
TVB Analysis of SQAD National and Local Market Cost Estimate Data

2. “Why should I use Spot TV when I can buy Network for the same cost as the top 20 markets and get the other 190 for free?”

3. Scatter Network/Spot Variables
Quarter
Daypart
Demo
Q-to-Q and Y-to-Y Changes
Volatility
Political

4. Scatter Network/Spot Consistencies
TSA Viewers/DMA Viewers
SQAD 3rd Party Data
Media Market Guide National Report
Media Market Guide Local Edition

5. Network Scatter vs. Spot TV CPM A25-54 14-Quarter Average Cost Comparisons – Q1/09-Q2/12

6. Early Morning A25-54 CPM — Network Scatter vs. Spot

7. Early News A25-54 CPM — Network Scatter vs. Spot

8. Primetime A25-54 CPM — Network Scatter vs. Spot

9. Primetime/Prime Access A25-54 CPM — Network Scatter vs. Spot

10. Late Night A25-54 CPM — Network Scatter vs. Spot

11. Late Night/Late News A25-54 CPM — Network Scatter vs. Spot

12. Cable News vs. Spot Early Morning A25-54 CPM

13. Syndication Scatter vs. Spot Access A25-54 CPM

14. “Why should I use Spot TV when I can buy Network for the same cost as the top 20 markets and get the other 190 for free?”

15. 2nd Quarter 2012 Network Scatter vs. Spot TV — CPM A25-54
Spot DMA
Spot TSA
Early Morning
$22.87
$17.92
$13.26
Early News
25.24
23.83
17.47
Prime
48.25
48.62
36.15
Late Night
36.11
19.88
14.40
Total
$132.47
$110.25
$81.28

16. 2nd Quarter 2012 Spot TV CPM Projections vs
2nd Quarter 2012 Spot TV CPM Projections vs. Network Scatter SQAD A25-54
DMA CPM Basis
Markets
Early Morning
Early News
Prime
Late Night
1-10
$18.88
$24.47
$63.87
$20.19
1-20
18.80
24.56
60.38
19.69
1-30
18.29
23.83
56.62
18.98
1-50
17.59
22.83
51.82
18.11
1-80
17.14
22.28
48.46
17.91
1-100
22.31
47.77
18.21
1-210
17.92
48.62
19.88
Network Scatter
$22.87
$25.24
$48.25
$36.11

17. 2nd Quarter 2012 Spot TV CPM Projections vs
2nd Quarter 2012 Spot TV CPM Projections vs. Network Scatter SQAD A25-54
TSA CPM Basis
Markets
Early Morning
Early News
Prime
Late Night
1-10
$15.01
$19.38
$50.41
$15.90
1-20
14.83
19.29
47.50
15.43
1-30
14.40
18.62
44.33
14.84
1-50
13.92
17.97
40.75
14.22
1-80
13.34
17.26
37.72
13.83
1-100
13.27
17.18
37.04
13.97
1-210
13.26
17.47
36.15
Network Scatter
$22.87
$25.24
$48.25
$36.11

18. A25-54 CPM Change 2Q 2012 vs. 1Q 2012 Network Spot DMA Spot TSA
Early Morning
+22%
+23%
Early News
+29%
Prime
+38%
+20%
Late Night
+12%

19. A25-54 CPM Change 2Q 2012 vs. 2Q 2011 Network Spot DMA Spot TSA
Early Morning
+1%
+9%
Early News
+2%
+6%
Prime
+3%
+15%
+16%
Late Night
+4%
+7%