Media Consumption Habits College Degree or Higher (Education)

A large majority of those with a college degree or higher see Television as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them” Well-Educated People Love The Entertainment Value of Television Source: 2012 GfK MRI Doublebase

Best Video Device: Well-Educated People Overwhelmingly Prefer TV Best Device for Watching Video CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video? 5% 2% 22% College Degree or Higher 80% Television Computer Smartphone Tablet 7% 3% 28% All Respondents 75%

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Watches video on device 1056 On which of the following devices do you find advertisements most memorable? “Device On Which Advertising Is Most Memorable” (Among Owners of Each Device) – College Degree or Higher Television Ads Are “Judged” Most Memorable by Well-Educated People TelevisionComputerSmartphoneTablet

“I Expect To See Advertising On This Device (Top 2 Box)” College Degree or Higher CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Watches video on device 1000/1005/1010/1015 How much do you agree with the following statement - “I expect to see advertising on this device” – when watching video on a particular device? (Top 2 Box – strongly agree, agree) Television Has The Highest Advertising Acceptance Among Well-Educated People TelevisionComputerSmartphoneTablet

Television Ads Encourage Further Investigation By A Well-Educated Demo and Ultimately Move Products Off the Shelves CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace 600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching. 57% Look up information online about an advertisement currently watching 59% Once a week or more 55% Shop online or purchase something they have seen on a show / advertisement they are currently watching College Degree or Higher How Often? 49% Once a week or more

Well-Educated Adults Spend Over Four Hours More A Week Watching Cable Than Broadcast Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Ad-Supported Cable Has A Large Majority of The Available GRPs Within The Highly Educated Demo Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Cable Ratings Against Well-Educated Adults Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined Total Day College Degree+ Rating (A18+) 10-Year Trend Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13 *Time period reflects 2Q only in each year

Cable’s Share Against Well-Educated Adults Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines Total Day Cable/Broadcast College Degree+ Share (A18+) 10-Year Trend Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13 *Time period reflects 2Q only in each year