Ken Nippes VP/Media Director, Cramer-Krasselt, New York. Jonathan Lichter Chief Strategy Officer, Kelly, Scott & Madison, Chicago

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1 Achieving Reach in a Fragmented Media World

2 Ken Nippes VP/Media Director, Cramer-Krasselt, New York Jonathan Lichter Chief Strategy Officer, Kelly, Scott & Madison, Chicago Charlie Holmes VP/GM Satellite Sales, NCC Media, New York Peter Heisinger Regional Vice President, Comcast Spotlight

3 How has audience fragmentation affected agency operations and your ability to achieve reach goals? Ken Nippes Cramer-Krasselt, New York

4 How has your agency adapted to meet these new challenges? Ken Nippes Cramer-Krasselt, New York

5 Have media options increased the focus on, and importance of, media departments? Jonathan Lichter Kelly, Scott & Madison, Chicago

6 Primetime Share Trend (A18-49) Broadcast Nets Basic Cable 0 90-'91 95-'96 00-'01 05-'06 09-'10 Source: Advertising Research Foundation (ARF) Nielsen, NBC Research, Sept-May Seasons updated through 5/26/10

7 Has the shift in viewing from broadcast to cable affected the spot TV buying process? Jonathan Lichter Kelly, Scott & Madison, Chicago

8 Poll Question: What is your primary source of information about new media platforms? otrade Publications otrade Publications otrade Web Sites oseminars and/or Webcasts omedia Sales Organizations

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10 VIDEO: NCC I+ Video :90

11 Charlie Holmes NCC Media, New York

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21 Charlie Holmes NCC Media, New York

22 Peter Heisinger Comcast Spotlight

23 The I+ Impact Advertisers will Benefit from Deeper Penetration: Cable, Telco and Satellite dramatically increase penetration to near Broadcast levels in major markets Increased Consumer Reach: I+ Partnerships add millions of new, high value, homes that have not seen local ads in cable programming before Higher Ratings: Deeper penetration and increased reach will generate higher ratings for our advertisers in cable s top notch programming

24 I+ Penetration Impact -Now Reaching 30% More Homes in Chicago! The Comcast Spotlight Chicago Interconnect currently represents 53% of all television homes in the Chicago DMA. with WOW and RCN By adding AT&T U-verse and DirecTV homes, the penetration will grow to 69%, an increase of 30% in the number of homes available. 53% 53% 69% 8% 8% + + = % of All Television Homes Chicago DMA XFINITY with WOW and RCN percentage from Nielsen NSI February 2011 Chicago ViP, Table 14: Comcast Spotlight-Chicago Interconnect. AT&T U-verse percentage based on NCC melded HH Universe Estimates, May DirecTV percentage based on full DVR deployment.

25 The I+ Impact I + : Market wide consumer reach in Cable, Telco and Satellite/DVR homes A 150 point schedule on wired cable alone reaches 36.5% of A25 54 in the Atlanta market. Those same GRP s run on the new I + platform that includes all Telco homes and Satellite/DVR homes vastly expands reach by 20% to 43.8%. That s over 200,000 more Atlantans that will now see your local ad for the first time in cable programming on Satellite/DVR. Reach Achieved by a 150 A25-54 DMA GRP Schedule on Wired Cable and I + in Atlanta 60 % A % Wired Cable/Telco Alone Cable, Telco & Satellite (DVR) Homes Source: Nielsen 2008 Persons Cume Study; Tview reach and frequency; Local B cast plan based on typical daypart mix including ABC, CBS, NBC and FOX; Spot Cable includes NCC Smart Buy networks & dayparts to reach A Nielsen measures Satellite DVR homes for reach.contribution.

26 AT&T U-verse Sales Launch Markets Grand Rapids Lansing Chicago Champaign San Francisco Sacramento Fresno Monterey Flint Detroit Hartford Indianapolis Nashville Memphis Little Rock Atlanta Jackson Houston Jacksonville West Palm Beach Miami

27 AT&T U-verse Sales Launch Dates A U G S E P Houston When this will happen? Atlanta Chicago Detroit Miami San Francisco O C T Grand Rapids Indianapolis Jacksonville West Palm N O V Flint Fresno Hartford Little Rock Memphis Nashville Sacramento D E C Jackson Monterey Champaign Lansing

28 DIRECTV Sales Launch Markets Seattle Portland Boston Minneapolis Detroit San Francisco Sacramento Philadelphia Chicago Salt Lake City Denver Washington, DC Nashville Atlanta Houston Miami

29 DIRECTV Sales Launch Dates When this will happen? Chicago Philadelphia San Francisco Boston Atlanta Washington Houston Detroit Seattle Minneapolis Miami Denver Sacramento Portland Nashville Salt Lake City S E P T All Comcast Spotlight launches are planned for September at this time.

30 Peter Heisinger Comcast Spotlight

31 How big will the impact of I+ be on the spot TV marketplace? Ken Nippes Cramer-Krasselt, New York

32 Will dealing with one source make the buying process easier? Ken Nippes Cramer-Krasselt, New York

33 Will I+ make it easier to achieve reach goals? Jonathan Lichter Kelly, Scott & Madison, Chicago

34 Will I+ impact agencies internal buying and reporting processes? Jonathan Lichter Kelly, Scott & Madison, Chicago

35 Poll Results: What is your primary source of information about new media platforms? otrade Publications otrade Publications otrade Web Sites oseminars and/or Webcasts omedia Sales Organizations

36 Poll Question: What consequence of audience fragmentation has impacted you the most? odifficulty achieving reach goals otime required to deal with more media sales organizations odifficulty combining campaign metrics from multiple sources

37 Achieving Reach in a Fragmented Media World

38 Poll Results: What consequence of audience fragmentation has impacted you the most? odifficulty achieving reach goals otime required to deal with more media sales organizations odifficulty combining campaign metrics from multiple sources

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40 Integrating On-Air and Online for Maximum Effectiveness Maximum Effectiveness Wed., Sept. 21, 2PM ET

Understanding the Ratings Game. Connie Ledoux Book, Ph.D. cbook@elon.edu Presentation to NATOA Annual Conference New Orleans, 2009

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