Ad-Supported TV Accounted For Nearly 8 Of The Top 10 Trending Twitter Topics Throughout Primetime Hours Even though this analysis was done during the mid-October / early-November period, a time of heavy political discussion across the U.S., ad-supported TV dominated the top conversations on Twitter; even more so during the later primetime hours 8:15 Total % of TV-topics In Top 10: 64% 9:15 Total % of TV-topics In Top 10: 79% 10:15 Total % of TV-topics In Top 10: 85% 11:15 Total % of TV-topics In Top 10: 88% 1 Source: VAB custom analysis of Top 10 trending Twitter Topics each night (8:15p, 9:15p, 10:15p, 11:15p) aggregated during 4-week time period (10/10-2016 – 11/6/2016). Results include both “direct” and “related” TV topics.

On Any Night At Any Given Time, At Least Half Of The Top 10 Trending Topics Were Based on Ad-Supported TV Content Four Week Average: % of Top 10 Trending Topics That Are Based On TV Content Monday Tuesday Wednesday Thursday Friday Saturday Sunday Overall 84% 83% 84% 76% 55% 87% 87% 8:15p 63% 58% 68% 50% 50% 80% 87% 9:15p 90% 83% 80% 78% 53% 88% 85% 10:15p 93% 93% 92% 85% 55% 90% 90% 11:15p 93% 98% 98% 90% 63% 90% 85% 2 Source: VAB custom analysis of Top 10 trending Twitter Topics each night (8:15p, 9:15p, 10:15p, 11:15p) during 4-week time period (10/10-2016 – 11/6/2016). Reflects four week average by day and time. Results include both “direct” and “related” TV topics.