How to Reach Voters Myrtle Beach

Now More People Turn To Cable To Get Their Election News Source: The Pew Research Center; N=1091, multiple answers possible;TV total 75% Percent naming as Primary Election News Source – 2000 through 2008 Network TV (Broadcast)Local TVCable TV

Source: South Carolina State Board of Elections, 02/11/10 S.C. Voter Registration CountyPrecinct Total Registered CountyPrecinct Total Registered ABBEVILLE14 Precincts13,792GREENWOOD44 Precincts36,906 AIKEN73 Precincts91,307HAMPTON18 Precincts12,180 ALLENDALE8 Precincts5,392HORRY118 Precincts147,317 ANDERSON76 Precincts98,920JASPER14 Precincts11,974 BAMBERG13 Precincts8,710KERSHAW34 Precincts35,528 BARNWELL15 Precincts12,542LANCASTER29 Precincts40,642 BEAUFORT84 Precincts92,584LAURENS34 Precincts34,441 BERKELEY53 Precincts88,057LEE22 Precincts11,314 CALHOUN12 Precincts9,777LEXINGTON88 Precincts145,229 CHARLESTON182 Precincts210,059MCCORMICK10 Precincts6,430 CHEROKEE33 Precincts28,443MARION17 Precincts20,155 CHESTER22 Precincts18,656MARLBORO15 Precincts15,670 CHESTERFIELD25 Precincts21,865NEWBERRY30 Precincts20,534 CLARENDON25 Precincts21,164OCONEE30 Precincts41,278 COLLETON32 Precincts21,948ORANGEBURG53 Precincts56,253 DARLINGTON32 Precincts38,044PICKENS52 Precincts60,225 DILLON20 Precincts17,996RICHLAND125 Precincts215,323 DORCHESTER49 Precincts74,539SALUDA18 Precincts10,687 EDGEFIELD12 Precincts14,545SPARTANBURG98 Precincts145,072 FAIRFIELD22 Precincts14,401SUMTER57 Precincts59,067 FLORENCE63 Precincts74,978UNION23 Precincts16,616 GEORGETOWN34 Precincts38,431WILLIAMSBURG28 Precincts20,657 GREENVILLE139 Precincts253,046YORK73 Precincts124,559 STATE TOTALS: 2,557,253 REGISTERED VOTERS

2010 S.C. Voter Statistics Source: South Carolina State Board of Elections, TOTAL VOTERS BY GENDER FEMALE 1,415,283 MALE 1,141,970 TOTAL VOTERS BY RACE WHITE 1,783,963 NON-WHITE 773,290

It’s not about reaching ALL the people; It’s about reaching the RIGHT people.

Q: Q: Why Advertise Politically With Time Warner Cable? Source: Scarborough Data A: A: Because in the above DMAs, 63% of registered voters are reached by Time Warner Cable DMADMA 18+ Registered to Vote % Registered to Vote # of Registered Who Are Cable Subs % of Registered Voters Who Are Cable Subs RALEIGH2,216,6961,972,85489%1,297,78066% GREENSBORO1,315,2881,157,45388%754,80865% CHARLOTTE2,194,8701,799,79382%1,114,46662% WILMINGTON346,160294,23685%183,54263% MYRTLE BEACH599,592509,65385%322,85063% COLUMBIA771,537662,56286%346,60652%

Cable’s Growth is Broadcast’s Decline SOURCE: TWC Media Sales-Corporate Research/NCC/Nielsen Cable Status Rpt Trends/Nielsen NTAR ; Daypart: Mon-Sun 6a-6a Broadcast data includes all commercial broadcast networks (ABC, NBC, CBS, FOX, UPN, WB, PAX and Indies) Aggregate shares may total more than 100 due to Multiple TV HHs SOURCE: TWC Media Sales-Corporate Research/NCC/Nielsen Cable Status Rpt Trends/Nielsen NTAR ; Daypart: Mon-Sun 6a-6a Broadcast data includes all commercial broadcast networks (ABC, NBC, CBS, FOX, UPN, WB, PAX and Indies) Aggregate shares may total more than 100 due to Multiple TV HHs National Total Day Avg. HH Share Ad- Supported Cable Commercial Broadcast Commercial Broadcast

Local Elections 68% more likely to watch History than the average person 54% more likely to watch HGTV than the average person 48% more likely to watch Discovery than the average person Target: People who vote in local elections are 38% of local voters watch The Weather Channel 28% of local voters watch Comedy Central Source: Time Warner Cable Media Sales - Scarborough Data Myrtle Beach, 2009

Target: People who vote in state elections are 70% more likely to watch History than the average person 54% more likely to watch CMT than the average person 51% more likely to watch USA than the average person 40% of state voters watch The Weather Channel 37% of state voters watch HGTV State Elections Source: Time Warner Cable Media Sales - Scarborough Data Myrtle Beach, 2009

Target: People who vote in presidential elections Presidential Elections E! E! - 60% more likely to watch than the average person History - History - 54% more likely to watch than the average person Bravo Bravo - 51% more likely to watch than the average person TNT TNT - 46% more likely to watch than the average person TBS TBS - 45% more likely to watch than the average person A&E - A&E - 44% more likely to watch than the average person Networks that effectively reach voters in presidential elections are : Source: Time Warner Cable Media Sales - Scarborough Data Myrtle Beach, 2009

Any Election People who vote in local, state or presidential elections… Target: CNNAre more likely to watch CNN than any other news network. 57% E!Are 57% more likely to watch E! 40-54Are mostly between the ages %Are 20% more likely to earn at least $100,000 per year than the average person. 19%Cable subscribers are 19% more likely to earn at least $100,000 per year than the average person. Source: Time Warner Cable Media Sales - Scarborough Data Myrtle Beach, 2009

All Registered Voters Target: All registered voters Reach registered voters effectively with these cable news outlets: Fox News32.0%149 CNBC12.3%171 MSNBC13.4%191 CNN30.5%192 Headline News28.8%177 Network % of TargetIndex Source: Time Warner Cable Media Sales - Scarborough Data Myrtle Beach, 2009

Target: Target: Voters who always or sometimes vote in local, statewide or presidential elections Best Targeting Vehicle REGISTERED DEMOCRATS (439,618) REGISTERED REPUBLICANS (414,758) REGISTERED INDEPENDENTS (92,024) ALL REGISTERED VOTERS (1,164,518) % TargetIndex% TargetIndex% TargetIndex% TargetIndex Weather 54.6% % % %154 ESPN 36.3% % % %163 Discovery 34.1% % % %150 TNT 33.4% % % %171 TBS 33.0% % % %143 Lifetime 32.6% % % %132 Source: Time Warner Cable Media Sales - Scarborough Data Myrtle Beach, 2009

Registered Republicans All registered Republicans Target: Republicans are at least 15% more likely to watch these networks: Golf HGTV Golf HGTV CMT Fox News Weather ESPN Weather ESPN More than one in four of all Republicans watch Fox News Fox News. …that’s over 30,000 Republicans in the Myrtle Beach market! Source: Time Warner Cable Media Sales - Scarborough Data Myrtle Beach, 2009

Target: Target: Voters who always or sometimes vote in local, statewide or presidential elections Best Targeting Vehicle REGISTERED DEMOCRATS (439,618) REGISTERED REPUBLICANS (414,758) REGISTERED INDEPENDENTS (92,024) ALL REGISTERED VOTERS (1,164,518) % TargetIndex% TargetIndex% TargetIndex% TargetIndex Weather 54.6% % % %154 Fox News 32.2% % %9530.9%144 ESPN 36.3% % % %163 Discovery 34.1% % % %150 USA 30.9% % % %152 Lifetime 32.6% % % %132 Source: Time Warner Cable Media Sales - Scarborough Data Myrtle Beach, 2009

Registered Democrats All registered DemocratsTarget: There’s No News like No News… BET 1.Almost twice as likely to watch BET 2.88% more likely to watch TLC TBS 3.75% more likely to watch TBS Lifetime 4.61% more likely to watch Lifetime 5.59% more likely to watch History 6.51% more likely to watch VH1 TV Land 7.50% more likely to watch TV Land 7 of the top 10 networks that reach Democrats most effectively are non-news: Source: Time Warner Cable Media Sales - Scarborough Data Myrtle Beach, 2009

Best Targeting Vehicle % TargetIndex% TargetIndex% TargetIndex% TargetIndex Weather 54.6% % % %154 CNN 30.6% % % %163 TBS 33.0% % % %143 Lifetime 32.6% % % %132 TNT 33.4% % % %171 HLN 28.8% % % %199 ESPN 36.3% % % %163 REGISTERED DEMOCRATS (439,618) REGISTERED REPUBLICANS (414,758) REGISTERED INDEPENDENTS (92,024) ALL REGISTERED VOTERS (1,037,869) Target: Target: Voters who always or sometimes vote in local, statewide or presidential elections Source: Time Warner Cable Media Sales - Scarborough Data Myrtle Beach, 2009

Registered Democrats All registered IndependentsTarget: MSNBC 1.105% more likely to watch MSNBC 2.73% more likely to watch CNBC HLN 3.98% more likely to watch HLN CNN 4.62% more likely to watch CNN 5.43% more likely to watch Fox News Independents like to get their news from across the political spectrum: Source: Time Warner Cable Media Sales - Scarborough Data Myrtle Beach, 2009

Best Targeting Vehicle % TargetIndex% TargetIndex% TargetIndex% TargetIndex Weather 54.6% % % %154 TNT 33.4% % % %171 ESPN 36.3% % % %163 Discovery 34.1% % % %150 USA 30.9% % % %152 TBS 33.0% % % %143 Lifetime 32.6% % % %132 REGISTERED DEMOCRATS (439,618) REGISTERED REPUBLICANS (414,758) REGISTERED INDEPENDENTS (92,024) ALL REGISTERED VOTERS (1,037,869) Target: Target: Voters who always or sometimes vote in local, statewide or presidential elections Source: Time Warner Cable Media Sales - Scarborough Data Myrtle Beach, 2009

COST PER VOTE Our sophisticated STRATA research system, using Nielsen data, enables us to show you Cost Per Points (CPP) both geographically and demographically. Advertising in specific cable zones or areas smaller than the DMA to minimize waste, is an excellent strategy. However, CPPs are not comparable to broadcast or “DMA equivalent CPPs” at those levels. We can also look at Cost Per Thousand (CPM) and even Cost Per Vote (CPV) to compare media effectiveness. By selecting networks from local-market syndicated research studies, such as Scarborough, and analyzing those networks’ demographic viewership, we are able to provide media packages that target specific audiences and voting behaviors most cost effectively. For example, if you want to target males over 35 that vote in a local market, we can create a package by selecting networks that reach the target. Then we combine data from Scarborough (e.g. voting males over 35 as a percent of ESPN audience) with data from our STRATA system (e.g. ESPN’s quantitative rating delivery for males over 35) to achieve a more targeted measure. Using this method, we are able to calculate an estimated cost per vote : Nielsen Ratings & Cable Rates Scarborough CPV CPM for Bravo  (% of registered Democratic voters who are  part of Bravo audience*1000) ==

Example - Finding Cost Per Vote: 2.09 Targeted Cost Per Vote = $12.36 Target: Target: All Registered Democratic Voters Network: Network: Bravo Index (from Scarborough): Index (from Scarborough): 209% (or 2.09) Generic Cost per Thousand (Nielsen Ratings & Cable Rates) = Generic Cost per Thousand (Nielsen Ratings & Cable Rates) = $12.36 Targeted Cost Per Vote = $5.91

FAQ: What really matters to me is moving the dial. How can I obtain the reach I need with cable? You can get the most reach on cable by buying the networks that target your audience (voters) and by buying spots on multiple networks. For local or state races, such as House seats, cable is much more economical than broadcast because of its pinpoint targeting. You may want to consider higher allocations for cable with these races. Cable is especially advantageous over broadcast for local and state races because the amount of waste is much lower per buy. By using a combination of local broadcast and cable, you can often achieve a higher reach for certain demographics for the same budget.