1. Media Comparisons 2010 Females

2. TVB Media Comparisons Study In the field in January 2010 New Vendor: Knowledge Networks, utilizing their “Knowledge Panel” Online survey Knowledge Panel includes cell-phone only homes, as well as teens 1,562 respondents in total 1,421 P18+; 685 (48.6%) male and 724 (51.4%) female. An additional 141 P13-17 New medium added in 2010: Mobile 2

3. Television Reaches More Females Each Day than Any Other Medium 3 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

4. Females: Reached Yesterday by Major Media (%) Age TelevisionNewspapersRadioMagazinesInternetMobile 18+ 88.235.758.433.268.013.7 18-34 76.721.659.326.874.321.8 18-49 83.728.062.329.177.317.7 25-49 86.830.566.531.278.816.2 25-54 87.133.066.332.174.715.2 35-64 93.139.662.236.268.211.7 65+ 96.757.335.536.348.00.0 13-17 83.218.863.231.272.514.7 4 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

5. Females: Reached Yesterday by Major Media (%) Household Income TelevisionNewspapersRadioMagazinesInternetMobile Under $25K 89.323.354.027.354.810.5 $25K-$50K 85.432.156.230.465.012.6 $50K-$75K 92.937.458.329.966.011.0 $75K+ 85.542.064.941.682.819.0 $100K+ 84.036.165.139.781.823.9 5 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

6. Females: Reached Yesterday by Major Media (%) Education TelevisionNewspapersRadioMagazinesInternetMobile <HS Grad 84.926.046.627.657.78.0 HS Grad 89.733.455.833.049.78.9 Some College 89.039.558.429.076.920.9 Coll Grad+ 86.836.372.341.688.216.4 6 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

7. Females Spend More Time with Television Each Day Than They Do with Any Other Medium 7 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

8. Females: Time Spent Yesterday in Minutes with Major Media Age TelevisionNewspapersRadioMagazinesInternetMobile 18+ 315.0 24.091.8 17.4 154.219.2 18-34 231.6 12.674.4 13.8 192.635.4 18-49 267.0 19.293.0 13.8 183.627.0 25-49 274.2 21.0105.0 15.6 175.221.6 25-54 283.2 22.8111.6 17.4 163.219.2 35-64 336.0 28.8108.6 18.0 145.813.8 65+ 450.6 30.654.0 24.6 81.00.0 13-17 238.8 3.073.8 14.4 128.439.6 8 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

9. Females: Time Spent Yesterday in Minutes with Major Media Household Income TelevisionNewspapersRadioMagazinesInternetMobile Under $25K 386.416.294.212.6137.421.0 $25K-$50K 336.616.292.419.2165.021.0 $50K-$75K 285.025.888.816.8145.211.4 $75K+ 241.828.886.418.6154.827.0 $100K+ 228.629.473.815.6162.630.0 9 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

10. Females: Time Spent Yesterday in Minutes with Major Media Education TelevisionNewspapersRadioMagazinesInternetMobile <HS Grad 327.016.8 72.0 18.0100.818.0 HS Grad 375.620.4 84.6 18.0140.411.4 Some College 312.621.0 99.0 16.2157.835.4 Coll Grad+ 217.228.8 102.6 16.2198.618.6 10 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

11. Television Advertising Has the Best Perception Among Females 18+ 11 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Most Authoritative

12. Females: Most Authoritative Advertising (%) Age TelevisionNewspapersRadioMagazinesInternetMobile 18+ 61.5 13.98.712.9 2.80.1 18-34 59.2 15.88.310.2 6.50.0 18-49 60.3 13.710.611.2 4.20.1 25-49 60.2 13.011.910.5 4.10.3 25-54 60.1 14.211.0 3.50.1 35-64 61.6 13.69.214.1 1.30.1 65+ 71.3 8.65.213.8 1.10.0 13-17 61.2 15.610.18.8 4.30.0 12 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

13. Females: Most Authoritative Advertising (%) Household Income TelevisionNewspapersRadioMagazinesInternetMobile Under $25K 54.215.4 12.216.3 1.90.0 $25K-$50K 61.612.2 8.414.6 2.70.5 $50K-$75K 65.112.6 6.314.0 2.00.0 $75K+ 64.215.5 8.27.5 4.50.0 $100K+ 66.911.2 10.58.2 3.20.0 13 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

14. Females: Most Authoritative Advertising (%) Education TelevisionNewspapersRadioMagazinesInternetMobile <HS Grad 63.0 13.313.57.3 2.90.0 HS Grad 62.2 15.53.514.0 4.80.0 Some College 69.0 6.08.612.1 3.90.4 Coll Grad+ 52.0 21.611.015.2 0.10.0 14 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

15. Television Advertising Has the Best Perception Among Females 18+ 15 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Most Exciting

16. Females: Most Exciting Advertising (%) Age TelevisionNewspapersRadioMagazinesInternetMobile 18+ 85.01.93.1 6.8 2.80.5 18-34 81.80.33.7 8.0 5.50.8 18-49 83.61.24.0 6.9 3.50.8 25-49 82.81.54.0 6.8 3.91.0 25-54 82.52.53.8 6.6 3.90.8 35-64 85.23.02.7 6.9 1.80.4 65+ 93.90.63.7 1.8 0.0 13-17 79.00.43.1 10.3 7.20.0 16 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

17. Females: Most Exciting Advertising (%) Household Income TelevisionNewspapersRadioMagazinesInternetMobile Under $25K 78.71.15.0 10.8 3.21.1 $25K-$50K 82.43.93.4 7.3 3.10.0 $50K-$75K 92.02.10.8 2.1 1.91.1 $75K+ 85.30.33.0 7.4 4.00.0 $100K+ 87.30.02.4 7.6 2.80.0 17 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

18. Females: Most Exciting Advertising (%) Education TelevisionNewspapersRadioMagazinesInternetMobile <HS Grad 77.55.17.2 7.1 3.20.0 HS Grad 82.91.73.3 10.0 2.10.0 Some College 87.00.02.3 6.3 2.81.7 Coll Grad+ 88.21.30.9 5.0 4.70.0 18 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

19. Television Advertising Has the Best Perception Among Females 18+ 19 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Most Influential

20. Females: Most Influential Advertising (%) Age TelevisionNewspapersRadioMagazinesInternetMobile 18+ 85.81.43.8 2.6 5.01.4 18-34 78.81.91.7 4.1 9.83.7 18-49 81.21.54.6 3.6 7.31.8 25-49 81.61.25.7 3.9 7.10.5 25-54 82.81.04.8 3.7 6.80.9 35-64 88.71.04.3 2.2 3.40.5 65+ 89.82.37.4 0.5 0.0 13-17 75.23.51.2 14.8 5.30.0 20 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

21. Females: Most Influential Advertising (%) Household Income TelevisionNewspapersRadioMagazinesInternetMobile Under $25K 79.01.93.15.35.94.8 $25K-$50K 85.31.14.03.85.70.0 $50K-$75K 87.52.15.52.4 0.0 $75K+ 87.11.42.52.95.40.7 $100K+ 89.21.31.81.36.50.0 21 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

22. Females: Most Influential Advertising (%) Education TelevisionNewspapersRadioMagazinesInternetMobile <HS Grad 78.01.96.38.75.10.0 HS Grad 81.91.71.34.95.44.9 Some College 90.81.73.21.52.70.0 Coll Grad+ 87.40.84.20.86.80.0 22 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

23. Television Advertising Has the Best Perception Among Females 18+ 23 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Most Persuasive

24. Females: Most Persuasive Advertising (%) Age TelevisionNewspapersRadioMagazinesInternetMobile 18+ 79.52.16.57.73.01.3 18-34 78.81.36.29.43.50.8 18-49 78.11.36.98.44.11.2 25-49 78.81.56.08.14.41.1 25-54 78.52.06.07.34.51.7 35-64 79.92.36.56.73.31.4 65+ 79.03.27.67.50.02.6 13-17 73.76.79.06.73.90.0 24 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

25. Females: Most Persuasive Advertising (%) Household Income TelevisionNewspapersRadioMagazinesInternetMobile Under $25K 79.12.75.7 7.3 3.41.7 $25K-$50K 76.62.07.9 10.6 3.00.0 $50K-$75K 84.01.64.2 6.2 1.92.1 $75K+ 77.53.38.1 5.9 3.81.4 $100K+ 75.03.88.0 8.6 2.71.8 25 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

26. Females: Most Persuasive Advertising (%) Education TelevisionNewspapersRadioMagazinesInternetMobile <HS Grad 79.64.99.3 3.8 2.50.0 HS Grad 81.51.24.2 11.1 2.00.0 Some College 78.31.17.2 3.9 6.13.4 Coll Grad+ 76.73.47.0 10.1 1.61.2 26 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

27. Television Advertising Has the Best Perception Among Females 18+ 27 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Most Engaging

28. Females: Most Engaging Advertising (%) Age TelevisionNewspapersRadioMagazinesInternetMobile 18+ 76.82.64.9 9.0 5.80.9 18-34 76.31.73.5 9.7 7.51.2 18-49 77.32.34.4 8.4 6.11.4 25-49 75.72.75.2 10.0 4.51.8 25-54 75.72.76.0 9.3 4.81.5 35-64 78.22.15.6 7.6 5.70.9 65+ 70.97.35.0 16.1 0.60.0 13-17 77.50.06.5 7.8 6.12.0 28 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

29. Females: Most Engaging Advertising (%) Household Income TelevisionNewspapersRadioMagazinesInternetMobile Under $25K 71.71.46.3 8.711.8 0.0 $25K-$50K 74.25.15.0 12.41.6 1.7 $50K-$75K 83.41.25.0 6.12.9 1.4 $75K+ 78.61.34.3 8.07.1 0.7 $100K+ 83.00.52.7 6.77.2 0.0 29 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

30. Females: Most Engaging Advertising (%) Education TelevisionNewspapersRadioMagazinesInternetMobile <HS Grad 79.16.46.2 4.3 3.10.9 HS Grad 69.02.86.8 14.5 5.91.0 Some College 76.21.25.7 8.6 6.32.0 Coll Grad+ 83.10.22.1 7.6 7.00.0 30 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

31. More Females Learn About Products and Brands from Television 31 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Females 18+

32. Females: Where Most Likely to Learn About Products or Brands They Might Try or Buy (%) Age TelevisionNewspapersRadioMagazinesInternetMobile 18+ 73.7 7.7 2.9 8.5 6.31.0 18-34 71.5 4.0 1.7 6.6 14.91.3 18-49 74.9 5.8 2.7 6.5 8.71.5 25-49 74.4 6.3 2.7 7.5 1.6 25-54 73.7 6.4 3.2 7.9 7.41.3 35-64 76.3 7.7 3.8 8.5 2.80.9 65+ 65.5 17.4 0.6 13.7 2.80.0 13-17 78.3 0.0 1.4 15.2 5.10.0 32 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

33. Females: Where Most Likely to Learn About Products or Brands They Might Try or Buy (%) Household Income TelevisionNewspapersRadioMagazinesInternetMobile Under $25K 75.67.50.8 6.67.2 2.2 $25K-$50K 76.55.13.9 9.34.7 0.5 $50K-$75K 82.06.71.6 6.53.2 0.0 $75K+ 65.98.43.7 12.38.9 0.7 $100K+ 67.83.43.0 14.410.9 0.6 33 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

34. Females: Where Most Likely to Learn About Products or Brands They Might Try or Buy (%) Education TelevisionNewspapersRadioMagazinesInternetMobile <HS Grad 79.55.80.6 8.6 4.41.1 HS Grad 79.37.00.9 7.8 3.61.3 Some College 70.27.15.6 6.4 9.81.0 Coll Grad+ 68.37.63.4 13.6 7.00.0 34 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

35. More Females Say Broadcast Television is Their Primary Source of News 35 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Females 18+

36. Females: Primary Source for News (%) Age Broadcast TV Cable News Networks RadioNewspapersInternetPublic TVMobile 18+ 47.814.0 7.69.312.98.2 0.3 18-34 32.616.5 8.76.424.210.6 1.0 18-49 38.915.2 9.48.418.39.3 0.6 25-49 40.711.5 10.99.218.88.8 0.0 25-54 43.711.6 10.09.916.78.2 0.0 35-64 52.813.1 7.49.99.37.5 0.0 65+ 61.811.9 5.913.41.35.7 0.0 13-17 44.412.0 10.25.717.29.4 1.1 36 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

37. More Females Turn to Broadcast Television First for Local Weather, Traffic or Sports 37 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Females 18+

38. Females: First Source for Local Weather, Traffic of Sports (%) Age Broadcast TV Cable News Networks RadioNewspapersInternetPublic TVMobile 18+ 59.45.2 7.4 3.6 14.68.6 1.2 18-34 43.49.3 6.5 2.3 25.810.3 2.3 18-49 49.17.4 6.2 3.9 21.410.2 1.7 25-49 50.66.3 6.5 3.5 21.210.4 1.4 25-54 54.65.3 7.1 3.3 19.29.3 1.2 35-64 64.03.7 7.0 4.5 11.38.8 0.8 65+ 80.11.4 11.9 2.0 1.13.4 0.0 13-17 47.72.4 12.9 3.7 17.213.8 2.3 38 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

39. More Females Turn to Broadcast Television First for Breaking News 39 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Females 18+

40. Females: First Source When a Breaking News Story is in Progress (%) Age Broadcast TV Cable News Networks RadioNewspapersInternetPublic TVMobile 18+ 48.424.32.60.5 15.77.9 0.6 18-34 33.123.45.20.3 27.110.0 0.9 18-49 40.523.13.10.2 22.89.4 0.9 25-49 42.321.43.30.2 22.310.0 0.5 25-54 45.421.42.80.2 20.59.2 0.4 35-64 52.625.31.10.6 12.37.5 0.5 65+ 69.421.52.70.0 1.94.5 0.0 13-17 47.919.11.51.9 19.69.9 0.0 40 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

41. More Females Feel Broadcast Television is Most Involved in Their Community 41 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Females 18+

42. Females: Most Involved in Community (%) Age Broadcast TV Cable News Networks RadioNewspapersInternetPublic TV 18+ 59.72.15.820.6 4.37.5 18-34 49.42.57.117.4 10.812.8 18-49 55.42.47.018.5 6.89.9 25-49 56.02.57.318.3 6.19.9 25-54 58.42.16.218.8 5.49.0 35-64 63.12.05.221.8 1.85.9 65+ 70.30.85.422.3 0.01.2 13-17 48.16.88.318.4 2.116.2 42 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

43. High Percentages of Women Have Ever Visited Websites Affiliated with Local Broadcast Television Stations 43 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

44. High Percentages of Women Have Visited Websites Affiliated with Local Broadcast Television Stations in the Past 30 Days 44 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Base=Respondents who have ever visited local media website(s).

45. Local Broadcast Television Station Website Visitors are Likely to View Video Content on These Sites 45 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Base=Respondents who visited local broadcast station website(s) in the past 30 days.

46. Adults Turn to Local Television Station Websites for Local News and Event Information (%) 46 Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Note: Multiple responses allowed. 18+18-3418-4925-54 Local television station website(s) 53.751.054.452.0 Local newspaper website(s) 43.543.941.144.0 Local radio station website(s) 8.414.010.69.7 Other Local Site(s) 5.86.87.87.4 None/Don't know 1.72.01.91.5

47. Thank You