1. Craig Reed, TRAC Media Services Fall PTPA Meeting, November 2009 Who Needs Ratings – You…

2. Multicast Questions Audience size? Provide enough service? Cannibalize primary channel? What do top programs look like? Daypart performance? Similar or different demographic position?

3. WTTW: Ahead of 2008 October Prime Time GRPs

4. Milwaukee PTV: Not quite there October Prime Time GRPs

5. Vegas PBS: Beyond prior year October Prime Time GRPs

6. OPB – Not quite to pre-LPMs October Prime Time GRPs

7. Most Appealing Choice Theory Two Steps (Least Objectionable Program – Klein) Viewers first decide to watch TV Then identify most appealing program Viewers check a list of channels (16 per home) When viewing drops… Unlikely that 2nd channel is only appealing choice Likely that competitors offer more appealing choices 2 nd channel takes most viewers from competitors

8. Top 10 WTTW Prime: History, Nature, Science

9. Top 10 Mil PTV World: Mostly History

10. Top 10 Mil PTV Create: Cooking

11. Top 10 Vegas PBS Create: Travel

12. Top 10 OPB HD: NPS plus local

13. Top 10 OPB Plus: Travel & Cooking

14. Why kids was invented… WTTW & WTTW Prime Daypart Distribution

15. Why kids was invented… Milwaukee Prime Daypart Distribution

16. Prime Time Age/Gender Gap Analysis OPB Plus OPB HD % Women % Age 50+ Younger MenYounger Women Older Men Older Women

17. Summary Multicast audiences small but expected to grow No signs of unintended cannibalization Top Shows History and Travel popping Cooking on the list M-F Daytime has real estate but no viewers Strips? Viewers showing up on weekends and evenings Differentiation/different positioning is happening