How Media Works: Advertising and the Purchase Funnel for Entertainment Advertising A Yankelovich Study for the Television Bureau of Advertising

Study Objectives Determine the role that TV plays as part of a multi-platform environment for advertising. More specifically, the goals of the research were to understand: The role of television advertising in driving consumer actions throughout the purchase decision process How television interacts with other media platforms, including new media such as the Internet How purchase decisions are made as a result of this interaction, including the role of different media platforms in the purchase cycle 2 Source: TVB/Yankelovich “How Media Works,” April 2009

MethodologyMethodology Survey results were obtained via online interviews among 3,002 consumers who had seen a television ad in the past 2 months that made an impression on them. Interviews took place January 29 to February 10, 2009; Super Bowl Sunday was excluded. Respondents were first asked in which categories they have seen a television ad in the past two months that made an impression on them. Each respondent then completed an ad survey for up to three of these categories. The survey measured the overall impression of each ad, actions taken after seeing the ad, and whether ads for the same product or service were encountered in other media, etc. The respondents were asked questions on which media most increased awareness and interest, or prompted action across the range of categories studied. 3 Source: TVB/Yankelovich “How Media Works,” April 2009

A Majority of Respondents are In the Market 4 “Are you currently considering a purchase in the Entertainment Category?” (Asked of those who recalled seeing a TV ad for an Entertainment Vehicle* in the last 2 months) Source: TVB/Yankelovich “How Media Works,” April 2009 * Includes movie, sporting event, amusement/theme park, theater, concert, play, aquarium, zoo, and museum advertising.

Customer Profile: Entertainment Advertising 5 Source: TVB/Yankelovich “How Media Works,” April 2009 Saw an Entertainment Ad That Made an Impression Currently Considering a Purchase in this Category Made a Purchase in this category in the past 6 months Made a Purchase in this category in the last 2 weeks Male 46.3%49.2%45.9%48.6% Female 53.7%50.8%54.1%51.4% %40.7%38.9%37.3% %73.5%71.1%71.4% %60.6%58.0%56.2% %23.0%25.9%24.9% Urban 31.3%29.3%29.6%28.6% Suburban 46.9%50.2%48.7%50.3% Rural 21.9%20.5%21.7%21.1% HHI <$30K 24.1%22.7%21.2%19.5% HHI $30-$70K 43.7%41.3%42.9%41.6% HHI $70K+ 24.8%28.4%28.2%31.4% HHI $100K+ 13.3%14.5%15.2%18.9%

Entertainment Ads on Television Are Among the Most- Recalled Ads Across all 15 Categories Studied 6 Source: TVB/Yankelovich “How Media Works,” April 2009 Saw an ad that got your attention:

Half of consumers say they made an entertainment-related purchase in the past month 7 Source: TVB/Yankelovich “How Media Works,” April % of those who recently saw an entertainment ad made a purchase in the past month Last time made an entertainment activity purchase:

Those who saw entertainment ads overwhelmingly rated them positively 8 Source: TVB/Yankelovich “How Media Works,” April 2009 Type of impression made by TV ad for entertainment activity: 85% of those who saw these advertisements rated them positively, compared to 70% of all ads

Entertainment Ads on Television Are Much More Likely to Be Considered Attention-Getting, Informative and Relevant 9 Source: TVB/Yankelovich “How Media Works,” April 2009 Ratings of Entertainment Activity Television Ads: 53% total 70% Ent. How informative was it? 42% total 57% Ent. How relevant was it? How much did it get your attention? 54% total 78% Ent. Total Entertainment

Those Who View TV Ads for Entertainment are Likely to Seek Information, Discuss the Ad, or Consider a Purchase 10 Source: TVB/Yankelovich “How Media Works,” April 2009 Actions Taken After Seeing TV Commercial for Entertainment Total Entertainment Activities Index to Total Any (Net)49%64%131 Considered purchasing the product or service17%20%118 Talked with others about the advertisement16%32%200 Went online to learn more about the product or service advertised14%19%136 Remembered you had seen the product or service advertised before11%9%82 Purchased the product or service in a store10%5%50 Visited a store or location to learn more about the product or service8%2%25 Tried to find the advertisement on the Web5%7%140 Looked in a newspaper or magazine to learn more about the product or service 4%9%225 Purchased the product or service online3%2%67 Contacted the company in the advertisement3%1%33 Sent someone an about the product or service3% 100 Sent someone a Web-site link about the product or service2%3%150 Other action3%11%367 Did nothing51%36%71

Younger Adults are Even More Likely to Take Action 11 Source: TVB/Yankelovich “How Media Works,” April 2009 Actions Taken After Seeing TV Commercial for Entertainment Age Entertainment Any (Net)64%72% 66%54% Talked with others about the advertisement32%38% 34%23% Considered purchasing the product or service20%26% 21%13% Went online to learn more about the product or service19%27% 19%11% Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the Internet) 9%12%5%10% Looked in a newspaper or magazine to learn more9%6% 8%12% Tried to find the advertisement on the Web7%8% 3% Purchased the product or service in a store5%7% 5%4% Sent someone an about the product or service 3% 4% Sent someone a Web-site link about the product or service3%4% 1% Purchased the product or service online2%3% 1% Visited a store or location to learn more2%3% 1%2% Contacted the company in the advertisement1%— 2%— Other action11%9%10%15% Did nothing36%28%34%46%

Most Were Exposed to Multiple Viewings of Entertainment Ads 12 Source: TVB/Yankelovich “How Media Works,” April 2009 Number of times saw entertainment activity TV commercial in past 2 months:

Multiple Exposures Leads to Action: Peer Contact, Information Seeking, Purchase Consideration 13 Source: TVB/Yankelovich “How Media Works,” April 2009 Among those who recently saw a TV ad for Entertainment activities # TV Ad Exposures Entertainment Recall 1-3 ad exposures Recall 4+ ad exposures Any (Net) 64%58%71% Talked with others about the advertisement 32%27%37% Considered purchasing the product or service 20%17%23% Went online to learn more about the product or service 19%15%23% Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the Internet) 9%7%11% Looked in a newspaper or magazine to learn more 9%7%10% Tried to find the advertisement on the Web 7%8%6% Purchased the product or service in a store 5%4%7% Sent someone an about the product or service 3%2%5% Sent someone a Web-site link about the product or service 3% Purchased the product or service online 2% 3% Visited a store or location to learn more 2% Contacted the company in the advertisement 1%0%1% Other action 11%9%14% Did nothing 36%42%29% Actions taken after seeing an Entertainment Activities TV ad

In addition to TV ads for entertainment activities, respondents were most likely to recall Internet ads 14 Source: TVB/Yankelovich “How Media Works,” April 2009 Saw ad for same product or service in a media other than TV: Total Entertainment Activities Index to Total Any (Net)46%52%113 On the Internet20%26%130 In a newspaper18%17%94 On the radio12%13%108 In a magazine11%8%73 In an offer8%3%38 On a billboard or other outside sign7% 100 Other media3%4%133 Did not see, hear, or read in any other media35%34%97 Not sure19%14%74

Entertainment & Activities Advertising Impact at Various Stages of the Consumer Purchase Funnel 15 Source: TVB/Yankelovich “How Media Works,” April 2009 AwarenessInterestConsider Want toVisit Make Purchase Purchase Store/Website Purchase Index = 108 Index = 117 Index = 112 Index = 120 Index = 100 Index = 121

Entertainment & Activities Media Impact at Various Stages of the Consumer Purchase Funnel 16 Source: TVB/Yankelovich “How Media Works,” April 2009 Media cited by less than 3% of respondents were incorporated into the total for “other.”

ConclusionsConclusions Entertainment ads enjoy the highest recall scores. Entertainment ads resonate with consumers, as seen by positive ad ratings, and higher-than-average scores for ad relevance, attention-getting and informativeness. Those exposed to TV ads are likely to seek out additional information about the entertainment activity, discuss the ad with others, or make a purchase. Younger consumers score even higher on these metrics, as do those with multiple ad exposures. Television is a strong performer at every stage of the purchase funnel; internet ads are a strong secondary driver especially at the top of the funnel. 17 Source: TVB/Yankelovich “How Media Works,” April 2009