HIGHLIGHTS TIME SPENT RATINGS YRS. GROWTH ORIGINALS INTERNET REACH INTERNET TIME SPENT VIDEO VIEWING APPS BUZZ CONTACT US
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2 HIGHLIGHTS Cable is Driven by the Quality and Original Content Choices it Provides to Consumers AcrossVideo Platforms. Quality and Original Content: Over 1,900 original ad-supported TV programs a month (Nielsen) Dramatic Audience Growth: Ad-Supported Cable s TV audience has tripled in last two decades (Nielsen) Affinity and Attachment: Besides sleeping and working, people spend more time consuming Cable content (100+ hrs per month) than any other activity. (Nielsen /comscore) Now Tops Across Platforms: Branded Cable websites and apps are the top 2012 destinations across all screens.
3 TIME SPENT Besides sleeping and working, people spend more time consuming Cable content (100+ hrs/mo) than any other activity. Ad-Supported Cable Television (Hrs:Mins) Cable TV / System Operator Websites (Hrs:Mins) Total (Hrs:Mins) 82:39 21:38 104:17 Almost a third of a person s waking, non-working hours are spent with Ad-Supported Cable brands per month. (104 out of 335 hrs per month) Source: Nielsen NPower Live+7, CAB analysis of comscore duplicated April 2012 data. 720 hrs a month; 225 hrs/mo sleeping (avg 7.5 per night), 160 working hours (40 hr work week)
4 RATINGS The abundance of content and choice allows Cable to dominant virtually all TV genres. Cable's Share of All Rating Points - Total Day GRPs A18-49 GRPs % of Total Program Type Cable Broadcast Cable Broadcast Adventure % Audience Participation % 99% Award Ceremonies % Children's Programming* % 1% Comedy % 13% Concert Music % 63% Conversations, Colloquies % 80% Daytime Dramas % 83% Devotional % Evening Animation % 8% Feature Film % 3% Format Varies % General Documentary % General Drama % 27% General Variety % 54% Instruction, Advice % News % 45% Participation Variety % 96% Political % Popular Music % Private Detective % Quiz Give Away/Panel % Science Fiction % Sports % 12% Suspense / Mystery % Unclassified % 10% Western Drama % GRAND TOTAL % 12% Cable's Share of Rating Points - Primetime A18-49 GRPs % of Total Program Type Cable Broadcast Cable Broadcast Primetime % 26% Source: CAB analysis of Nielsen Npower; C3; *Children 2-11, April 2012 (4-weeks averaged together)
5 YEARS GROWTH For the past two decades, Cable content has expanded resulting in each demo tripling in TV audience size. Primetime Ad-Supported Cable Ratings by Season Season A18-49 A25-54 A18-34 A Primetime Broadcast Ratings Season A18-49 A25-54 A18-34 A Source: Nielsen Galaxy Live+7 timeperiod ratings, season through 4/29/12
6 ORIGINALS ON TV Ad-Supported Cable content offers quality and variety of choices over 1,900+ originals a month. # of Originals # of Acquired Total # OF PGMS % OF TOTAL 75% 25% Source: CAB analysis of Nielsen Npower, April 2012, Total Day
7 INTERNET REACH Cable Content Travels Beyond TV Consumer Appetite for Cable Content Translates to Cable Sites Owning the Top Spot Among Internet Destinations. Total Unique Visitors (MM) Reach Cable Network & Operator sites % Google sites (YouTube) % Microsoft sites % Yahoo! Sites % Facebook % AOL sites % Source: comscore April 2012 custom deduplication analysis, Cable network sites represent 33 parent companies of ad-supported cable networks, Operator sites represent wired Cable systems and telcos (customer facing portals only; excludes business sites)
8 INTERNET TIME SPENT Cable content choice transcends TV in terms of Internet attachment and involvement. Consumers spend more time with Cable brands online than the 4 portals and Facebook combined. Cable Network sites 14:56 Cable Operator sites Cable Network & Operator sites: Source: comscore April 2012 custom duplication analysis, Cable network sites represent 33 parent companies of ad-supported cable networks, Operator sites represent wired Cable systems and telcos (customer facing portals only; excludes business sites) 4 Portals + Facebook (Google/YouTube, Microsoft, Yahoo, AOL) (Hrs:Mins) (Hrs:Mins) (Hrs:Mins) (Hrs:Mins) 6:42 21:38 18:16
9 VIDEO VIEWING x Twice as many videos were viewed on Cable network sites than Hulu or Tremor Unique Video Views (000) Source: comscore April 2012 custom deduplication analysis, Cable network sites represent 33 parent companies of ad-supported cable networks Reach Cable Network sites % Hulu 38 20% Tremor 50 27%
10 APPS Cable content travels across mobile devices. Cable content ranks in the top 5 across 10 ipad apps categories. SPORTS 1 Watch ESPN 2 MLB.com at Bat 3 USA Today 4 ScoreCenter XL (ESPN) 5 NFL Mobile GENERAL NEWS 1 Flipboard 2 CNN 3 NY Times 4 USA Today 5 BBC America COMEDY 1 ABC Player 2 South Park Avatar Creator 3 TWI: Texting While Intoxicated 4 TBS for ipad 5 The Onion Tablet WEATHER 1 Weather+ Free 2 The Weather Channel 3 Weather 4 Fahrenheit - Weather & Temp 5 Weather# FOOD 1 Food Network in the Kitchen 2 Food Network Cupcakes! 3 Food Truth 4 Yelp 5 Smash Your Food Free FINANCE 1 Mint.com 2 Pageonce - Money & Bills 3 Wall Street Journal 4 Bloomberg for ipad 5 Bloomberg Businessweek+ ENTERTAINMENT NEWS 1 IMDb Movies & TV 2 E! Live From the Red Carpet 3 Entertainment Weekly 4 OTRC: On the Red Carpet 5 E! Fashion Police TRAVEL 1 Weather+ 2 Google Earth 3 Travel Channel Layover Guide 4 Travel++ 5 TripIt - Travel Organizer TV ENTERTAINMENT 1 IMDb Movies & TV 2 TV Guide Mobile 3 Crackle - TV & Movies 4 Xfinity TV (Comcast) 5 Netflix BUSINESS NEWS 1 BBC America 2 Wall Street Journal 3 The Daily 4 Bloomberg Businessweek+ 5 Time Magazine Source: Apple app store 5/3/12; Most popular ipad apps by category search term (excludes gaming and music apps)
11 BUZZ Cable content travels into the social media realm and scores among the highest of consumer affinity and attachment levels. 1st Quarter MultiChannel News Buzz Meter by Trendrr Social Buzz Score Ad-Supported Cable's Top 10 Programs 40,818,105 Broadcast Top 10 Programs 32,654,484 Of the top 20 most buzzed about shows in Primetime for June 2012, Ad-Supported Cable has 15 shows Buzzed About Shows Ad-Supported Cable: 15 Broadcast: 3 Commercial Free Cable: 2 The social buzz score reflects the volume of activity (mentions, tags, likes, etc) across all public profiles on Twitter, Facebook, GetGlue, and Miso. Source: MultiChannel News Q as reported by Trendrr; excludes specials and political debates. Bluefin 6/1/12-6/30/12, excludes Sports and OTO specials
12 CONTACT US Sean Cunningham President & CEO If you would like additional video advertising information, insights or analysis please visit our website at or feel free to contact us directly: Chuck Thompson EVP Danielle DeLauro SVP Business Development
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