Television Audience 2009

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1 Television Audience 00 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 capable homes. VCR penetration and Broadcast Only homes continue to decline. 0 TV Households VCR DVD 0 0 Multi-Set Wired Cable HD Display Cap. Digital Cable 0 with Pay Video Games HD Capable HD Receivable DVR DBS 0 Total Broadcast Only '00 '0 '0 '0 '0 '0 ' Key: % of TV Households TV Households Broadcast Only Wired Cable w/pay Total 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, 0; Media Related UE s based on Feb, 0 3 Copyright 0 The Nielsen Company. All Rights Reserved

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

3 Television Audience 00 Trend of Total Persons Persons + Per TV Household The Total Persons + population continues to increase while the Total Persons per TV Household remains relatively constant since 0 at just over. people Total Persons (Millions) Total Persons Per TV Household Note: Current data based on Universe Estimates as of January, 0 Copyright 0 The Nielsen Company. All Rights Reserved

4 Television Audience 00 Share Trends of Viewing Sources Total Day, Primetime, Daytime, Late Night Share of Total US TV Households Ad-Supported Cable share of TV Households has increased from the previous year across Total Day, Primetime, Daytime and Late Night, while Network Affiliate Viewing Sources continue do decrease. Total Day Monday - Sunday am - am Primetime Monday - Saturday -pm Sunday -pm All Other Tuning All Other Cable Ad Supported Cable Premium Pay Public Independent Network Affiliates '0- '- 0 '0-0 '0-0 '0-0 '0-0 '0-0 '0- '- 0 '0-0 '0-0 '0-0 '0-0 '0-0 Daytime Monday - Friday am - :30pm Late Night Monday - Sunday :30pm - am All Other Tuning All Other Cable Ad Supported Cable Premium Pay 3 3 Public Independent Network Affiliates '0- '- 0 '0-0 '0-0 '0-0 '0-0 '0-0 '0- '- 0 '0-0 '0-0 '0-0 '0-0 '0-0 Note: Current data based on //0/0/0 Copyright 0 The Nielsen Company. All Rights Reserved

5 Television Audience 00 EthnicTrends in Television Ownership TV Households in Millions w/pay DBS DVR DVD VCR Black or DBS DVR DVD VCR Hispanic DBS DVR DVD VCR Asian w/pay DBS DVR DVD VCR Note: Current data based on Universe Estimates as of February, 0. Copyright 0 The Nielsen Company. All Rights Reserved

6 Television Audience 00 Network Program Trends By Type Primetime English Language Broadcast Networks # of Programs Each year, The Nielsen Company examines the broadcast networks schedules to profile the number of programs and types of programs in the schedule. The total number of programs has increased since last year. General dramas continue to dominate the lineups, comprising 0% ( of ) of the programs. 00/00 00/00 00/00 00/00 00/00 Total No. Programs: 3 News Other Variety Adv., Sci. Fi., Western General Drama Situation Comedy Feature Film Suspense/Mystery Note: Current data based on //0/0/0 0 Copyright 0 The Nielsen Company. All Rights Reserved

7 Television Audience 00 Trends of National TV Investments Shares by Product Class Data from Nielsen Monitor-Plus service illustrate the competitive positions of the national television medias in the multi-billion-dollar advertising industry. Syndication is not included in this examination due to methodology changes occurring in 00. Certain product categories are key to each national television medium. The Business and Finance category is the top category overall as it continues to lead all others in advertising spending across all medias. Total advertising, National Cable and Spanish Language Cable increased in 00 from 00. Network television dollars have decreased. Network Cable Spanish Lang. Network Spanish Lang. Cable Product Class Business & Finance Drugs & Toiletries 3 Food & Beverage 3 Home & Building Leisure 3 Retail & Merchants 3 3 Transportation 3 3 Other Total Investment (Billions) $... $ $... $... $ Note: Current data based on January, 00 - December 3, 00 AD*VIEWS 00 data. Copyright 0 The Nielsen Company. All Rights Reserved

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