Media Comparisons 2016

Introduction The last TVB Media Comparison relied heavily on a Syndicated offering from GfK called MultiMedia Mentor It provided data going back several years, allowing for yearly comparisons GfK felt with changes in the media environment this product needed an overhaul and stopped issuing it The last release of MultiMedia Mentor was Spring 2014. As a result TVB developed with GfK our own surveys to produce this 2016 Media comparison Winter Survey 2016 focused on attitudinal questions of 1,650 respondents Spring Survey 2016 focused on Reach and Time Spent of 1,100 respondents We advise against comparisons of previous studies

Reach

The Majority of TV Program Reach is Through Linear TV Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+.

Most TV Program Viewers Are Reached Through Broadcast TV Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+.

Key Categories Have Higher Than Average Broadcast TV Reach Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+.

The Internet 1995 1991 1995 1997 2004 2006 2009 2005

Number of Websites 1994 - Barely Three Thousand. 2016 - 1 Billion Source: 1994 number- Atlantic September 30, 2015. 2016 number- Internet Live Stats July 13, 2016

175,570,000 Unduplicated Viewers: But How Many Channels and How Long to get there? # of Channels 3 , 4 8 1 6 1 2 3 4 5 1 2 3 4 5 6 7 Time Frame Days 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Source: December 2015 Nielsen, ComScore, People 2+

The Internet 1991 1995 1995 1997 2004 2006 2009 2005 2010 2007

The Internet Is Very Fragmented Computer Online Time Spent % Tablet Smartphone Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+. Percentage of total internet daily time spent.

TV Has Highest Reach of Ad Supported Platforms Broadcast Leads the Way Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+. Online/internet platforms such as e-mail, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

Reach Reach does not discern between those that use a media platform for seconds and those that use a media platform for hours A better measure of engagement would be time invested with the platform — time spent

Time Spent

Most Time Spent with TV Programs is On Linear TV Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+.

People Spend the Most Time with Television of All Ad Supported Platforms Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+. Online/internet platforms such as e-mail, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

People Spend More Time with TV Programming Than All These Media Channels Combined 4:54 4:14 Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+. Online/internet platforms such as e-mail, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

People Spend More Time with TV For Programming Than All These Devices Combined 4:54 4:38 Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+. Other devices any use: Streaming video any, social media, email, search, games, radio, digital print, TV websites any, any other internet use.

Ad Recall by Platform: Highest on TV % able to recall half or more of the advertisers Source: CRE “Evaluating Engagement and Recall by Platform”, presented at Nielsen 360 June 2016 Ages 16-54, Total of 38 national ads tested across five shows: Bones, The Big Bang Theory, Family Feud, Family Guy and Survivor

Influence and Motivation

Television is The Top Advertising Medium That Influences Purchase Decisions Advertising medium which you feel most influences you to make a purchase decision % Adults 18+ Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+. Includes only those who chose a media. Q1 - Please select the one type of advertising medium which, you feel, most influences you to make a purchase decision? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

Television Ads Motivate To Learn More Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+. Q2- From which of the following sources’ advertising are you most motivated to learn more about advertised products or brands you might like to try or buy? Respondent could select more than one answer. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

The Primary Source For News: Local Broadcast Television Which one of the following sources, if any, would you say is your primary source for news? Source: GfK TVB Mentor Survey Winter 2016 Persons 18+. Includes only those who chose a media. Q5 - Which one of the following sources, if any, would you say is your primary source for news? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

The Primary Source For Local Traffic, Weather & Sports: Local Broadcast Television News What source do you turn to first for information about local weather, traffic, or sports? Source: GfK TVB Mentor Survey Winter 2016 Persons 18+. Includes only those who chose a media. Q6 - What source do you turn to first for information about local weather, traffic, or sports? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

Local Broadcast Television News: #1 For Trust I trust the News that I see/hear on this media source: Percent Agree Source: GfK TVB Mentor Survey Winter 2016 Persons 18+. Agree Strongly or Agree Somewhat Q9 - For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

Television Ads Are Motivation To Do Further Research Online Has an advertisement on television motivated you to go the Internet to find out more information about that product or service? Source: GfK TVB Mentor Survey Winter 2016 Persons 18+. Includes only those who answered. Q3 Has an advertisement on television motivated you to go the Internet to find out more information about that product or service?

Working Together TV Internet

Internet Usage Skews Towards the Day Internet Usage Skews Towards the Day. TV Skews Towards the Evening/Night. Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+. Internet=Social Media, E-mail, Search, Internet Radio, Digital Print, TV websites, any other internet use.

Combining Broadcast TV with Broadcast Websites Results in 3-10% Increased Reach 88.6% 89.1% Total Broadcast TV & Websites 84.8% 84.3% 87.6% 77.8% 16.5% Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+.

Local Broadcast Television Station Websites: First For Info On News And Events Most Likely To Turn To When You Need Information About Local News Or Events Source: GfK TVB Mentor Survey Winter 2016 Persons 18+. Q13 - Which one of the following websites are you most likely to turn to when you need information about local news or events?

Demographics

Demographics: Boomers and Millennials Two Largest Age Groups in 2015 Source: Pew Research

TV Has The Highest Reach for All Ages Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Television= Broadcast & Cable *Digital media includes all use on any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

The Difference in Time Spent for TV Versus Other Media is Dramatic, for All Age Groups Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Television= Broadcast & Cable *Digital media includes all use on any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

Adults 18-34 Reach: TV Highest, Followed by Email & Social Media Time Spent: TV 3X Next Closest Platform Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Television= Broadcast & Cable *Digital media includes all use on any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

Adults 25-54 Reach: TV Highest, Followed by Email & Radio Time Spent: TV 4X Next Closest Platform Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Television= Broadcast & Cable *Digital media includes all use on any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

HH Income 100K+: Greater Reach of Media with TV Highest But Generally Spend Less or Comparable Time with Exception of E-mail Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Television= Broadcast & Cable *Digital media includes all use on any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

“Advertising medium which most influences you to make a Purchase Decision” TV Tops (%) Advertising medium which you feel most influences you to make a purchase decision A25-54 A18-34 Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 25-54 & 18-34. Includes only those who chose a media. Q1 - Please select the one type of advertising medium which, you feel, most influences you to make a purchase decision? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

Television Ads Motivate To Learn More (%) From which of the following sources’ advertising are you most motivated to learn more about the advertised products or brands you might like to try or buy? A25-54 A18-34 Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 25-54 & A18-34. Includes only those who chose a media. Q2 - From which of the following sources’ advertising are you most motivated to learn more about the advertised products or brands you might like to try or buy? Respondent could select more than one answer. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

Television Ads Are The Top Medium That Influences Mom’s Purchase Decisions Advertising medium which you feel most influences you to make a purchase decision % Moms Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Women 18+ with presence of children. Includes only those who chose a media. Q1 - Please select the one type of advertising medium which, you feel, most influences you to make a purchase decision? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

African Americans & Hispanics 12.9% of U.S. Households 12.7% of U.S. Households Source: Nielsen Universe Estimates January 2016

African Americans and Hispanics: TV Highest for Both Hispanic Reach Generally Higher than African Americans African Americans Spend More Time with TV Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Television= Broadcast & Cable *Digital media includes all use on any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

TV Most Influential For African Americans and Hispanics (%) Advertising medium which you feel most influences you to make a purchase decision African Americans Hispanics Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+ Race: Black & Hispanic. Includes only those who chose a media. Q1. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

TV Top Motivator For African Americans and Hispanics (%) From which of the following sources’ advertising are you most motivated to learn more about the advertised products or brands you might like to try or buy? African Americans Hispanics Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+ Race: Black & Hispanic. Q2. Respondent could select more than one answer. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

African Americans and Hispanics Turn To Local Broadcast TV News First (%) What source do you turn to first for information about local weather, traffic, or sports? African Americans Hispanics Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+ Race: Black & Hispanic. Q6 - What source do you turn to first for information about local weather, traffic, or sports? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

Categories

TV Ads By Far Top Influencer of Purchase Decisions Runners Up Vary by Category Auto Home Purchasers Remodeling Urgent Care Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+. Includes only those who chose a media. QO1 - Please select the one type of advertising medium which, you feel, most influences you to make a purchase decision?

TV Ads Top Motivator to Learn More About Products Auto Home Purchasers Remodeling Urgent Care Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+. Q2 - From which of the following sources’ advertising are you most motivated to learn more about the advertised products or brands you might like to try or buy? Respondent could select more than one answer. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

The Primary Source For News: Local TV Source: GfK TVB Mentor Survey Winter 2016 Persons 18+. Includes only those who chose a media. QO5 - Which one of the following sources, if any, would you say is your primary source for news? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

They All Have TV News. But Local TV News is Far More Trusted. Auto Home Purchasers Remodeling Urgent Care Source: GfK TVB Mentor Survey Winter 2016 Persons 18+. Q9 - For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source.

They All Have Digital News. But Local TV Digital is Far More Trusted. Auto Home Purchasers Remodeling Urgent Care Source: GfK TVB Mentor Survey Winter 2016 Persons 18+. Q9 - For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source.

Voters: TV Top Influencer and Motivator Most Influences Your Decision % Most Motivates to Learn More % Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+ Likely to vote in 2016 presidential election. Includes only those who chose a media. Question Q1 & Q2. Broadcast TV News Websites includes local TV station websites & network websites for News/weather/sports.

The Primary Source For News: Local TV Which one of the following sources, if any, would you say is your primary source for news? Source: GfK TVB Mentor Survey Winter 2016 Persons 18+ Likely to vote in 2016 presidential election. Includes only those who chose a media. Q5 - Which one of the following sources, if any, would you say is your primary source for news? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

Voter Trust is in Local Broadcast Assets TV News Digital News Source: GfK TVB Mentor Survey Winter 2016 Persons 18+. Q9 - For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source.

Summary Most TV viewers are reached through broadcast TV The Internet is very fragmented (1 billion websites), comprised of very different entities (email, social media, search etc.) on multiple devices Most time spent with TV programs is on linear TV People spend more time with TV programming than all other media studied combined

Summary TV is the top advertising medium for purchase influence and motivation to learn more about products Local TV news is the top source for news and is most trusted Broadcast TV & broadcast websites can synergistically work together to increase reach Local Broadcast TV website are turned to first for local news among local digital platforms

Summary All demographics spent at least 3 times more hours/minutes with TV than the next closest media platform - even adults 18-34. The time spent runner up for adults 25-54 is radio. For 18-34 second platform after TV was social media. For all demographics and categories measured, TV is the top advertising medium for purchase influence and motivation

Category Decks

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