Television Audience 2008

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1 Growth of Television Ownership % of TV Households Each September, The Nielsen Company releases current estimates of television s audience and its characteristics. The most significant increases from the previous year continue to be seen in digital cable, DVR and HD receivable and HD capabale homes as they continue to prepare for the digital transition. VCR penetration, as would be expected, continues to decline. 00 TV Households 80 VCR DVD Cable Plus ADS 60 Multi-Set Wired Cable 40 Cable Plus ADS with Pay Video Games Digital Cable HD Display Cap. 0 Total ADS DBS DVR HD Capable HD Receivable Broadcast Only '00 '05 '06 '0 '08 '09 Key: % of TV Households TV Households Broadcast Only Wired Cable Cable Plus ADS Cable Plus ADS w/pay Total ADS Digital Cable DBS DVR HD Receivable HD Capable HD Display Capable Multi-Set DVD Video Games VCR Note: Current data based on Universe Estimates as of January, Copyright 009 The Nielsen Company. All Rights Reserved

2 Trends in Television Ownership TV Households in Millions Excludes Alaska and Hawaii '00 '05 '06 '0 '08 '09 Sept. Jan Wired Cable Cable Plus ADS Cable Plus ADS w/pay Total ADS Digital Cable DBS DVR Multi-Set DVD Video Games VCR Television Set Ownership Number of Sets per Household % of TV Households Set Sets 3 or More Sets Average Number of Sets Per Household ' '00 '05 '06 '0 '08 ' Note: Current data based on Universe Estimates as of January, Copyright 009 The Nielsen Company. All Rights Reserved

3 Station Growth Stations on the Air For comparison purposes to historical data reported, the following station growth data is based on October 008 data. As the country continues to prepare for the digital transition, we continue to see a decrease across the VHF and UHF stations. Digital stations continue to increase, as to be expected. VHF UHF Digital Total Public Commercial Independent Network Affiliates '04 '05 '06 '0 '08 '04 '05 '06 '0 '08 '04 '05 '06 '0 '08 Note: Current data based on October 008 Copyright 009 The Nielsen Company. All Rights Reserved

4 Stations and Channels Receivable Per TV Household Distribution of TV Households The average TV household in the U.S. receives. broadcast TV stations. 4% of all homes can receive up to 4 stations, and 3% receive 0 or more stations. Homes that receive 30 or more stations have risen to 9%. Growing digital cable and satellite penetration increased the tuning options in the average household. In 008, the average home received 30. channels, an increase of almost twelve channels. The percentage of homes receiving 00+ channels rose from 58% in 00 to 64% in Broadcast Stations All Channels Number of Stations (%) Number of Channels (%) % 4 63% % 4% 44% 4% 30% % 4 5% 3 5% % 5% Average Number Per Household Note: Current data based on households installed the week of 09/0/0809/0/08. Tuning is Live+ and based on at least 0+ contiguous minutes during this week. 3 Copyright 009 The Nielsen Company. All Rights Reserved

5 Broadcast Stations Receivable vs. Tuned # of Stations The vast majority, 93% of sample homes, receive between and 30 broadcast stations, while 66% of these homes receive to 0 broadcast stations. More than 5% of the sample homes receive more than 30 stations. Homes receiving to 0 stations tune to 4% of their available options. The average household receives. broadcast stations. Receivable Stations Total US Share of Sample % LT LT Average Receivable Average Tuned % Tuned Note: Current data based on households installed the week of 09/0/0809/0/08. Tuning is Live+ and based on at least 0+ contiguous minutes during this week. 4 Copyright 009 The Nielsen Company. All Rights Reserved

6 Channels Receivable vs. Tuned # of Channels As the number of channels available to a household increases, so does the number of channels tuned. In 008, the average household tuned to almost 8 channels or 4% of the 30. channels available. Homes receiving over 40 channels tuned between.5 and channels on average. In homes with or more channels, where an average of 8.3 are available, of those channels (%) are actually tuned. Share of Sample % Total US Average Receivable Average Tuned % Tuned Note: Current data based on households installed the week of 09/0/0809/0/08. Tuning is Live+ and based on at least 0+ contiguous minutes during this week. 5 Copyright 009 The Nielsen Company. All Rights Reserved

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