NYC + SAN DIEGO MEASUREMENTS 1. Demographics. Media

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1 NYC + SAN DIEGO MEASUREMENTS 1 Demographics Gender Age (9 breakouts) Race Spanish Speakers 1) at Home 2) away from Home County of Residence Zipcode Household Income (10 breakouts) Employment Status Occupation Education Level Marital Status Market Value of Home (8 breakouts) Life Cycle Stages Family Size Home or apartment owner/renter Years lived in City Years at present address Political Party Health care/insurance coverage Media VIDEO TV Dayparts (17 breakouts); 1) Past 7 Days 2) Yesterday Cable TV and/or Satellite TV Provider (unaided) Past 7 Days/Yesterday; 1) Local TV Station Viewership 2) Local TV Station News Viewership (Early Morning/Mid-Day/Early Evening/Prime Time/Late Evening) 3) Local & National Cable Networks DVR/Tivo Ownership

2 NYC + SAN DIEGO MEASUREMENTS 2 Stream TV/Movies AUDIO Radio Dayparts (5 breakouts); 1) Yesterday Past 7 Days & preferred station (unaided); 1) Local Radio Stations 2) Satellite Radio 3) Mobile/Internet Radio 4) Local Radio Groups Radio Website Visitation - Past Month (unaided) PRINT Newspaper Classifieds Readership Newspaper (Local & National-unaided); 1) Monday-Friday - Past Week & Yesterday 2) Sunday - Past 4 Weekends & Past Sunday Newspaper Sections Readership Non-Daily Local Publications/Magazines/Shoppers INTERNET/MOBILE/SOCIAL MEDIA Local Website Visitation - Past Month/Week/Yesterday National Website Visitation - Past Month/Week/Yesterday (includes social media sites) Web Classified Visitation (Jobs/Auto/Real Estate) Past Month (unaided) Mobile Ownership; 1) Cell a) Smartphone b) Non-Smartphone 2) Tablet 3) E-Reader

3 NYC + SAN DIEGO MEASUREMENTS 3 Downloaded Local Media Apps for Smartphones Local Sites visited on Smartphone Past Month EXPOSURE Media Exposure Past 7 Days & Yesterday to; 1) Billboards 2) Radio 3) TV 4) Cable TV/Satellite TV 5) Newspapers 6) Web 7) Mobile Web 8) Direct Mail (past 7 days only) Time spent with (Avg. Weekday); 1) Radio 2) TV 3) Newspaper 4) Internet-no 5) Past Behaviors Influence; 1) Business banking decisions 2) Purchase of office equipment Financial Optimism Financial Services have; 1) IRA/KEOGH Account 2) CD/Savings Certificates 3) 401K Account 4) Car Loan 5) Home Equity Loan Liquid Assets of; 1) $100K+ 2) $250K+

4 NYC + SAN DIEGO MEASUREMENTS 4 Type & Number of Vehicles Owned Specialty Vehicle Ownership (RV/Motorcycle/Etc.) Miles Driven Own dog/cat Buy Green products Attend Church Preferred shopping; 1) Appliance/Electronics stores (unaided) 2) Furniture/mattress stores (unaided) 3) Malls/shopping centers (unaided) Phone access in Home; 1) Land-line phone only 2) Cell phone only Cell phone provider (unaided) Texting Currently planning Assisted Living High School Sports Fan; 1) Baseball 2) Basketball 3) Football 4) Soccer Number of Internet Purchases Past Year Past Week; 1) Purchased Fast Food 2) Money spent in supermarkets 3) Supermarkets shopped at (unaided) 4) Soft drink consumption; a) Number of times

5 NYC + SAN DIEGO MEASUREMENTS 5 b) Diet and/or regular c) Brands (aided) Past 2 Weeks; 1) Ate at a restaurant 2) Beer Consumption 3) Wine Consumption Past 4 Weeks; 1) Attended Movie theater 2) Purchased; a) Bottled Water b) Clothing i) Children s ii) Men s iii) Women s c) Lottery tickets b) (or rented) Movies or DVD s 3) Shopped at; a) Auto parts stores b) Discount stores c) Drug stores d) Hardware/Building Supply stores e) Jewelry stores f) Sporting goods stores 4) Used Coupons 5) Visited Bars and/or Night clubs 6) Fast Food restaurants ate at (unaided) Past 6 months; 1) Retail stores shopped at (aided) 2) Building supply stores shopped at (unaided) 3) Drug stores shopped at (unaided) Past Year; 1) Attended; a) 3+ NCAA/Professional Sporting events b) Country Music Concert c) Opera/Symphony/Theater d) Rock/Pop Music Concert 2) Did Lawn Work or Gardening

6 NYC + SAN DIEGO MEASUREMENTS 6 3) Dieted for 4+ weeks 4) Exercised at a Health Club 12+ times 5) Visited; a) Gambling Casino b) Major Theme Park c) Dentist 6) Participated in; a) Golfing 3+ times b) Hunting or Fishing c) Snow skiing or snow boarding 7) Rented a car 5+ times 8) Stayed in a hotel 10+ nights 9) Travelled by air; a) Domestically b) for Business 10) Traded stocks/bonds/securities 11) Retail Banks/C.U. S used (unaided) 12) Voted in any local/state/national election 13) Sports fan; a) Boxing b) Golf c) Nascar d) Soccer e) Super Bowl f) Tennis g) Wrestling h) College Baseball i) College Basketball j) College Football k) Pro Baseball (replaced by local team if present) l) Pro Basketball (replaced by local team if present) m) Pro Football (replaced by local team if present) n) Pro Ice Hockey (replaced by local team if present) 14) Sports listen to on radio; a) Nascar b) College Baseball c) College Basketball d) College Football e) Pro Baseball (replaced by local team if present) f) Pro Basketball (replaced by local team if present) g) Pro Football (replaced by local team if present) h) Pro Ice Hockey (replaced by local team if present)

7 NYC + SAN DIEGO MEASUREMENTS 7 15) Sports watch on tv; a) Boxing b) Golf c) Nascar d) Soccer e) Super Bowl f) Tennis g) Wrestling h) College Baseball i) College Basketball j) College Football k) Pro Baseball (replaced by local team if present) l) Pro Basketball (replaced by local team if present) m) Pro Football (replaced by local team if present) n) Pro Ice Hockey (replaced by local team if present) 16) Moved to; a) A House b) An Apartment Past 2 Years; 1) Travelled Abroad by air 2) Used Attorney 3) Used Attorney to collect damages 4) Visited Doctors; a) Cardiologist b) Chiropractor c) Dermatologist d) General Practioner/Internist e) Gynecologist f) Oncologist g) Ophthalmologist h) Orthopedist i) Pediatrician j) Physical Therapist k) Podiatrist 5) Any family member been; a) Hospitalized b) Hospital E.R. c) Urgent care facility

8 NYC + SAN DIEGO MEASUREMENTS 8 Planned Behaviors Plan buy next 12 Months; 1) Vehicle a) New/Used b) Domestice/Foreign c) Pay 20K+ or 30K+ d) Car, Van,Truck, or SUV 2) Mattress/Box Springs 3) CD, MP3 Player, or Ipod 4) Cosmetic Surgery or procedure 5) E-Reader 6) Lasik, glasses or contact lens 7) Major household appliance 8) New furniture 9) New TV 10) New PC or computer equipment 11) Smartphone 12) Tablet 13) DVD Player or Video camera 14) College courses Plan buy next 2 Years; 1) Home Plan next 12 Months; 1) Remodel home 2) Hospital Stay Plan next 2-3 Years; 1) Ocean Cruise Plan next 5 years; 1) Retirement community