1. Media Consumption Habits Females
Age Breaks
13+
18-24
18-34
18-49
25-54
50+

2. Females (13+)

3. Best Video Device: Females Overwhelmingly Prefer TV
Best Device for Watching Video
All Respondents
Females
Television
75%
75%
Computer
28%
28%
Smartphone 5% 3%
Tablet 8% 7%
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace. Females = Females 13+
BASE: Users of each device to watch video Overall, which of the following is the best device for watching video? 

4. Television Ads Are “Judged” Most Memorable By Females
“Device On Which Advertising Is Most Memorable”
(Among Owners of Each Device) – Females
Television
Computer
Smartphone
Tablet
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace
BASE: Watches video on device. Females = Females 13+
1056 On which of the following devices do you find advertisements most memorable?

5. Television Has The Highest Advertising Acceptance Among Females
“I Expect To See Advertising On This Device (Top 2 Box)”
Females
Television
Computer
Smartphone
Tablet
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace
BASE: Watches video on device. Females = Females 13+
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)

6. Television Ads Encourage Further Investigation By Females and Ultimately Move Products Off the Shelves
Females
How Often?
53%
Look up information online about an advertisement currently watching
55%
Once a week or more
51%
Shop online or purchase something they have seen on a show / advertisement they are currently watching
42%
Once a week or more
CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace. Females = Females 13+
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.

7. Women 18-24

8. Women 18-24 Spend Much More Time With Television Than Any Other Media
Internet: comscore. Radio Source: RADAR ® 119, December 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio)
Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit ( )
Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 1Q’14 Total Day

9. Women 18-24 Media Attitudes (% that agree with statement)
Young Adult Females Love The Entertainment Value That Television Provides
A majority of young females see Television as “a good escape” for “pure entertainment”
Women Media Attitudes
(% that agree with statement)
Source: 2013 GfK MRI Doublebase. Base: A18+

10. Women Spend Over 18 Hours Per Week Watching Cable TV Programming; More Than 3x The Amount They Spend With Broadcast
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

11. Ad-Supported Cable Has The Vast Majority of Available TV GRPs Within The Women 18-24 Demo
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

12. Total Day Women 18-24 Rating
W18-24 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
Total Day Women Rating
10-Year Trend
*Time period reflects 1Q only in each year
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

13. Total Day Cable/Broadcast Women 18-24 Share
Cable’s Share Against W18-24 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
Total Day Cable/Broadcast Women Share
10-Year Trend
*Time period reflects 1Q only in each year
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 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

14. Top 5 Websites by Genre – W18-24
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Women 18-24
Top 5 Websites by Genre – W18-24
Sports
Sports
Comedy
General News
Music
Kids
NBC Sports Network
College Humor/Cracked
CNN
ToneMedia
Disney Entertainment
ESPN
Adult Swim
Yahoo!
MTV
CoolMath-Games.com
USA Today Sports
Cheezburger
BuzzFeed
Spotify
Nickelodeon Kids & Teens
Bleacher Report
TheOnion.com
NBC News
Soundcloud
PBSKIDS.org
FOX Sports on MSN
Comedy Central
USA Today
Fuse
Poptropica
Home
Weather
TV Entertainment
Food
Gaming
Hearst Home Design
The Weather Channel
NBCU TV
All Recipes
EA Websites
eHow Home & Garden
Weatherbug
A+E Networks
BlogHer Food
GSN
ApartmentTherapy.com
Accuweather
ABC
Food Network
FreeRide Games
Michaels.com
MSN Weather
TV Guide
My Recipes Network
Wild Tangent Media
HGTV
Spil Games
Yahoo! Weather
PBS.Org
Foodie by Glam
= Ad-supported cable brand
Source: CAB analysis of comScore data, March Top sites by category

15. Women 18-34

16. Women 18-34 Spend Much More Time With Television Than Any Other Media
Internet: comscore. Radio Source: RADAR ® 119, December 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio)
Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit ( )
Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 1Q’14 Total Day

17. Women 18-34 Media Attitudes (% that agree with statement)
Women Love The Entertainment Value That Television Provides
A majority of young females see Television as “a good escape” for “pure entertainment”
Women Media Attitudes
(% that agree with statement)
Source: 2013 GfK MRI Doublebase. Base: A18+

18. Women Spend More Than 19 Hours Per Week Watching Cable TV Programming, Greatly Exceeding Their Time Spent With Broadcast
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

19. Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Women 18-34 Demo
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

20. Total Day Women 18-34 Rating
W18-34 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
Total Day Women Rating
10-Year Trend
*Time period reflects 1Q only in each year
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

21. Total Day Cable/Broadcast Women 18-34 Share
Cable’s Share Against W18-34 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
Total Day Cable/Broadcast Women Share
10-Year Trend
*Time period reflects 1Q only in each year
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 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

22. Top 5 Websites by Genre – W18-34
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Women 18-34
Top 5 Websites by Genre – W18-34
Sports
Sports
Comedy
General News
Music
Kids
NBC Sports Network
College Humor/Cracked
CNN
MTV
CoolMath-Games.com
ESPN
Adult Swim
Yahoo!
ToneMedia
Disney Entertainment
Bleacher Report
Huffington Post Comedy
NBC News
Spotify
Nickelodeon Kids & Teens
USA Today Sports
Comedy Central
BuzzFeed
Soundcloud
PBSKids.org
FOX Sports on MSN
Cheezburger
USA Today
Yahoo! Music
Poptropica
Home
Weather
TV Entertainment
Food
Gaming
Hearst Home Design
The Weather Channel
NBCU TV
BlogHer Food
EA Websites
eHow Home & Garden
Weatherbug
A+E Networks
All Recipes
GSN
Houzz.com
Accuweather.com
ABC
Food Network
FreeRide Games
ApartmentTherapy.com
MSN Weather
TV Guide
My Recipes Network
King.com
HGTV
Yahoo! Weather
Discovery Networks
Foodie by Glam
Zynga
= Ad-supported cable brand
Source: CAB analysis of comScore data, September Top sites by category

23. Women 18-49

24. Women 18-49 Spend Much More Time With Television Than Any Other Media
Internet: comscore. Radio Source: RADAR ® 119, December 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio)
Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit ( )
Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 1Q’14 Total Day

25. Women 18-49 Media Attitudes (% that agree with statement)
Women View Their Time Spent With Television As A Respite From Their Otherwise Busy Lives
A majority of Women see TV as “a good escape” for “pure entertainment” that “relaxes them”
Women Media Attitudes
(% that agree with statement)
Source: 2013 GfK MRI Doublebase. Base: A18+

26. Women 18-49 Spend More Than 19 Hours Per Week Watching Cable TV Programming
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

27. Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Women 18-49 Demo
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

28. Total Day Women 18-49 Rating
W18-49 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
Total Day Women Rating
10-Year Trend
*Time period reflects 1Q only in each year
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

29. Total Day Cable/Broadcast Women 18-49 Share
Cable’s Share Against W18-49 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
Total Day Cable/Broadcast Women Share
10-Year Trend
*Time period reflects 1Q only in each year
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 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

30. Top 5 Websites by Genre – W18-49
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Women 18-49
Top 5 Websites by Genre – W18-49
Sports
Comedy
General News
Music
Kids
NBC Sports Network
College Humor/Cracked
Yahoo!
ToneMedia
CoolMath-Games.com
ESPN
Adult Swim
CNN
MTV
Disney Entertainment
Bleacher Report
Huffington Post Comedy
NBC News
Spotify
Nickelodeon Kids & Teens
USA Today Sports
Cheezburger.com
BuzzFeed
Yahoo! Music
PBSKids.org
FOX Sports on MSN
TheOnion.com
USA Today
Soundcloud
Poptropica
Home
Weather
TV Entertainment
Food
Gaming
Houzz.com
The Weather Channel
NBCU TV
Allrecipes
EA Websites
eHow Home & Garden
Weatherbug
A+E Networks
BlogHer Food
GSN
Hearst Home Design
Accuweather.com
TV Guide
Food Network
King.com
HGTV
MSN Weather
Yahoo! TV
My Recipes Network
FreeRide Games
About.com Home
Yahoo! Weather
ABC
Foodie by Glam
Zynga
= Ad-supported cable brand
Source: CAB analysis of comScore data, March Top sites by category

31. Women 25-54

32. Women 25-54 Spend Much More Time With Television Than Any Other Media
Internet: comscore. Radio Source: RADAR ® 119, December 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio)
Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit ( )
Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 1Q’14 Total Day

33. Women 25-54 Media Attitudes (% that agree with statement)
In Addition To Being Their Primary Source Of Entertainment, Women Watch Television To Stay “In The Know”
A majority of Women watch TV to stay “informed” and see the medium as “a good escape” for “pure entertainment” that “relaxes them”
Women Media Attitudes
(% that agree with statement)
Source: 2013 GfK MRI Doublebase. Base: A18+

34. Cable Edges Out Broadcast On Time Spent Viewing For Women 25-54
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

35. Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Women 25-54 Demo
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

36. Total Day Women 25-54 Rating
W25-54 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
Total Day Women Rating
10-Year Trend
*Time period reflects 1Q only in each year
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

37. Total Day Cable/Broadcast Women 25-54 Share
Cable’s Share Against W25-54 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
Total Day Cable/Broadcast Women Share
10-Year Trend
*Time period reflects 1Q only in each year
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 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

38. Top 5 Websites by Genre – W25-54
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Women 25-54
Top 5 Websites by Genre – W25-54
Sports
Sports
Comedy
General News
Music
Kids
NBC Sports Network
College Humor/Cracked
Yahoo!
ToneMedia
CoolMath-Games.com
ESPN
Huffington Post Comedy
CNN
MTV
Disney Entertainment
Bleacher Report
Adult Swim
NBC News
Spotify
Nickelodeon Kids & Teens
FOX Sports on MSN
TheOnion.com
USA Today
Yahoo! Music
PBSKIDS.Org
USA Today
Cheezburger.com
CBS News
MSN Music
Poptropica Worldwide
Home
Weather
TV Entertainment
Food
Gaming
Houzz.com
The Weather Channel
NBCU TV
Allrecipes
EA Websites
eHow Home & Garden
Weatherbug
Yahoo! TV
BlogHer Food
King.com
HGTV
Accuweather.com
A+E Networks
Food Network
GSN
Hearst Home Design
MSN Weather
TV Guide
MyRecipeNetwork.com
Zynga
About.com Home
Yahoo! Weather
MSN TV
About.com Food
FreeRide Games
= Ad-supported cable brand
Source: CAB analysis of comScore data, March Top sites by category

39. Women 50+

40. Women 50+ Spend More Time With Television Than All Other Major Media Combined
Internet: comscore. Radio Source: RADAR ® 119, December 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio)
Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit ( )
Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 1Q’14 Total Day

41. Women 50+ Media Attitudes (% that agree with statement)
To Women 50+, Television is Their Trusted, Primary Resource For Entertainment, Exploration And Information
A majority of Women 50+ watch TV to “learn” and stay “informed” while seeing the medium as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”
Television is also the most trusted media within this demographic
Women 50+ Media Attitudes
(% that agree with statement)
Source: 2013 GfK MRI Doublebase. Base: A18+

42. Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Women 50+ Demo
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

43. Total Day Women 50+ Rating
W50+ Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
Total Day Women 50+ Rating
10-Year Trend
*Time period reflects 1Q only in each year
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

44. Total Day Cable/Broadcast Women 50+ Share
Cable’s Share Against Women 50+ Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
Total Day Cable/Broadcast Women 50+ Share
10-Year Trend
*Time period reflects 1Q only in each year
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 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

45. Women 50+ Media Quintiles “Heavy” Usage (Quintile 1) Index vs. Adults
Women 50+ Are Much More Likely To Be “Heavy” Consumers of Television Than Almost All Other Media
Women 50+ especially pop high against TV programming that airs during the day
Women 50+ Media Quintiles
“Heavy” Usage (Quintile 1) Index vs. Adults
Source: 2013 GfK MRI Doublebase. Base: A18+

46. Top 5 Websites by Genre – W50+
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Women 50+
Top 5 Websites by Genre – W50+
Sports
Comedy
General News
Music
Kids
NBC Sports Network
Huffington Post Comedy
Yahoo!
Yahoo! Music
Nickelodeon Kids & Teens
FOX Sports on MSN
College Humor/Cracked
CNN
MSN Music
CoolMath-Games.com
ESPN
Adult Swim
NBC News
MTV
Disney Entertainment
Bleacher Report
Comedy Central
FOX News
ToneMedia
Mattel Sites
USA Today Sports
TheOnion.com
CBS News
Spotify
PBSKIDS.Org
Home
Weather
TV Entertainment
Food
Gaming
Houzz.com
The Weather Channel
NBCU TV
Allrecipes
King.com
eHow Home & Garden
Weatherbug
Yahoo! TV
Food Network
Zynga
HGTV
Accuweather.com
MSN TV
BlogHer Food
EA Websites
Hearst Home Design
FreeRide Games
MSN Weather
TV Guide
FOOD.com
GSN
About.com Home
Yahoo! Weather
AOL - Huffington Post TV
My Recipes Network
= Ad-supported cable brand
Source: CAB analysis of comScore data, March Top sites by category