How To Find Out What You Watch On Tv (For Children)

Trends in Advertising Activity - Gambling November 2013

1 Contents Key Facts Viewing Trends Advertising Activity Gambling Lottery & Scratch Cards Gambling excluding Lottery & Scratch cards Bingo Gambling Sports Online Casino & Poker Comparative analysis: ABC1 Adults & C2DE Adults Annex 1 Methodology

Key Facts Source: BARB/Infosys+/Nielsen Media Note: Figures have been rounded for illustrative purposes please refer to the Advertising Activity section for detailed analyses 2

Hours of viewing/day Commercial: Non-commercial 3 Viewing Total TV Comm.TV Adults 4.3 2.8 ABC1 Adults 3.5 2.2 C2DE Adults 5.2 3.6 4-15 2.4 1.7 10-15 2.4 1.8 Comm: Non-comm 2005 Adults 64:36 66:34 ABC1 Adults 62:38 61:39 C2DE Adults 66:34 70:30 4-15 72:28 73:27 10-15 73:27 75:25 Viewing by daypart Around two-thirds of total and commercial channel viewing takes place pre-2100 across the adult demographic groups this has remained stable over time. ABC1 Adult viewing tends to be higher later in the evening than Adults/C2DE Adults. Around four-fifths of Children s viewing takes place pre-2100, falling to around three-quarters among older children this has also remained stable over the analysis period In, viewing to commercial channels peaked between 2100-2200 among adult demographic groups, between 2000-2100 among 10-15s and between 1900-2000 among 4-15s Children Adults Pre-2100 Post-2100 Commercial channel viewing by channel group Terrestrial channels account for almost two-fifths of adult viewing - this has been in decline, as viewing to both Portfolio and Other channels has increased, to around a quarter of viewing. Among children, the share of viewing represented by the Terrestrial channels falls to around a quarter and viewing to the Portfolio channels accounts for a fifth of viewing Music channels and Other channels account for a greater share of children s viewing than Adults. The Other Top 10 (Gambling) channels accounted for around 1% of viewing Adults Terrestrial Portfolio Sports Music Movies Other Children

Commercial Impacts Commercial Spots Gambling 2005 Spots 90k 955k 1.4m % total spots 0.5% 2.9% 4.1% Between 2005 and the total amount of television advertising shown almost doubled from 17.4m to 34.2m spots over this period the proportion of spots accounted for by Gambling commercials increased from 0.5% to 4.1%. While advertising across all sub-categories has grown, Bingo and Online Casinos & Poker commercials represented a greater proportion of Gambling spots in compared with 2005 as Lottery & Scratch cards accounted for a smaller share. Spots by daypart, 5% 0600-0929 0930-1659 34% 4 1700-2059 11% 2100-2259 11% 2300-2959 Spots by channel, 1% 7% 8% Terrestrial Portfolio 44% Sports 22% Music 8% 9% Movies Other - Top 10 Other Impacts 2005 Per Person, Adults 5.8bn 22.7bn 30.9bn, 3.2% 630 ABC1 Adults 2.2bn 8.4bn 11.8bn, 3.1% 451 C2DE Adults 3.6bn 14.3bn 19.1bn, 3.3% 833 4-15 0.5bn 1.4bn 1.8bn, 1.8% 211 10-15 0.3bn 0.9bn 1.1bn, 2.3% 262 Impacts by daypart, 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959 Impacts by channel, Between 2005 and, Gambling impacts increased at a significantly faster rate than total television impacts. The volume of Lottery & Scratch card advertising seen remained relatively stable across the analysis period, although its share fell as total Gambling impacts increased over the same period the proportion represented by Bingo, Online Casino & Poker and Gambling Sports advertising increased. Compared with Adults, Children s exposure to Gambling advertising was lower between 0930-1659 and 2300-2959 and higher between 1700-2059. Children s exposure was lower as a share of total Gambling impacts across the Terrestrial channels and higher across Music channels, when compared against Adults Note: Figures have been rounded for illustrative purposes please refer to the Advertising Activity section for detailed analyses Terrestrial Portfolio Sports Music Movies Other - Top 10 Other 4

2005 2005 Number of commercial spots (000s) Gambling Sub-category Analysis: Gambling Spots Number of spots: Gambling by sub-category Share of spots: Gambling by sub-category 1500 1250 1000 750 500 250 0 90k 152k 234k 537k 567k 688k 955k 1389k 411 91 338 201 25 532 66 148 36 16 368 302 220 255 11 38 107 62 106 106 165 179 191 224 355 Other Online casino & Poker Gambling - sports Bingo Lottery & Scratch cards 10 9 8 7 6 5 4 3 1 4.2% 3. 4.1% 2.9% 4.7% 12.3% 26.1% 23.2% 25.3% 29.2% 29.6% 35.4% 2.9% 45.9% 5.2% 6.6% 2.6% 56.1% 38.9% 37.1% 38.5% 38.3% 69.6% 69.8% 45.4% 30.8% 31.6% 27.8% 23.5% 25.6% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 5

2005 2005 Number of impacts, bn Gambling Sub-category Analysis: Gambling Impacts Number of impacts: Gambling by sub-category, Adults 35 30 25 20 15 10 5 0 5.8bn 8.0bn 9.9bn 15.8bn 18.5bn 21.0bn 22.7bn 30.9bn 1.2 4.5 0.3 1.8 3.8 1.8 0.7 6.6 2.6 0.9 3.5 2.1 7.8 8.3 3.7 2.1 9.5 5.9 3.8 12.7 6.1 5.4 6.7 7.2 7.0 7.4 8.4 Other Online casino & Poker Gambling - sports Bingo Lottery & Scratch cards Share of impacts: Gambling by sub-category, Adults 10 9 8 7 6 5 4 3 1 20.1% 22.3% 78.4% 76.2% 2.6% 4.9% 11.2% 14.1% 16.7% 16.5% 19.2% 4.3% 4.8% 9.9% 9.3% 38.2% 12.4% 54.1% 41.7% 42. 39.4% 41.7% 41.2% 42.7% 39. 33.5% 32.5% 27.2% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 6

5.1% 4.6% 1.9% 11.1% 11.3% 12.4% 21.2% 20.1% 18. 27.2% 25.4% 34.6% 34.1% 33.5% 39.5% Gambling Comparative Analysis by Daypart, Comparative charts, Gambling 50. Commercial channel viewing (Adults) Spots Impacts (Adults) 40. 30. 20. 10. 0. 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959 Source: BARB/Nielsen Monitor. 7

1.3% 1.5% 5.1% 2.6% 3. 1.7% 1. 2. 6.9% 8. 7.9% 9.1% 8.3% 23.2% 20.8% 22.1% 27.6% 23.9% 38.6% 41.2% 44.2% Gambling Comparative Analysis by Channel Group, Comparative charts, Gambling Commercial channel viewing (Adults) Spots Impacts (Adults) 50. 40. 30. 20. 10. 0. Terrestrial Commercial Commercial PSB Portfolio Sports Music Movies Other - Top 10 (Gambling) Other - All other Source: BARB/Nielsen Monitor. 8

Commercial Spots Commercial Impacts 9 Lottery & Scratch cards 2005 Spots 62k 224k 355k % total spots 0.4% 0.7% 1. The number of LSC spots broadcast increased from 62k in 2005 to 355k in, accounting for 1. of all commercials shown with a 58% increase between and. The distribution of LSC spots was fairly stable between 2005 and since then there has been a notably increase in the volume and proportion of spots shown between 0930-1659. Terrestrial channels accounted for 1.5% of LSC spot broadcast in Other channels and Music channels represented 40. and 26.4% of spots respectively and the proportion shown across Movie channels increased to 10.7% in 6% 18% Spots by daypart, 1 4% 62% 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959 Spots by channel, 1% 9% 7% Terrestrial Portfolio 4 Sports 26% Music 6% 11% Movies Other - Top 10 Other Impacts 2005 Per Person, Adults 4.5bn 7.4bn 8.4bn, 0.9% 171 ABC1 Adults 1.7bn 2.8bn 3.1bn, 0.8% 120 C2DE Adults 2.8bn 4.6bn 5.3bn, 0.9% 229 4-15 385m 0.5bn 531m, 0.5% 63 10-15 236m 0.3bn 323m, 0.7% 78 Impacts by daypart, 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959 Impacts by channel, Terrestrial Portfolio Sports Music Movies Other - Top 10 The greatest proportion of LSC impacts was seen between 1700-2059. The share seen during this slot fell between and as the proportion seen during the 0930-1659 slot, which accounted for 61.5% of spots, increased. Compared with Adults, Children s exposure to LSC impacts was higher, as a share, during the 1700-2059 slot and lower post-2100. The volume of LSC impacts seen across the Terrestrial channels remained fairly stable over the analysis period although their share of impacts fell as the Portfolio channels represented a growing share of impacts. The Music channels accounted for a notably higher share of LSC impacts among Children compared with Adults. Other

5.1% 3.9% 1.9% 6.2% 12.4% 10.3% 10.1% 18.1% 21.2% 27.2% 23.6% 29.3% 34.1% 35.1% 61.5% Lottery & Scratch cards Comparative Analysis by Daypart, Comparative charts, Lottery & Scratch cards 70. Commercial channel viewing (Adults) Spots Impacts (Adults) 60. 50. 40. 30. 20. 10. 0. 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959 Source: BARB/Nielsen Monitor. 10

1.5% 5.1% 3. 1.5% 2.9% 3. 1.8% 1. 1.2% 8.5% 6.5% 6.4% 10.7% 18.6% 23.2% 25. 26.4% 27.6% 38.6% 40. 47.5% Lottery & Scratch cards Comparative Analysis by Channel Group, Comparative charts, Lottery & Scratch cards Commercial channel viewing (Adults) Spots Impacts (Adults) 50. 40. 30. 20. 10. 0. Terrestrial Commercial Commercial PSB Portfolio Sports Music Movies Other - Top 10 (Gambling) Other - All other Source: BARB/Nielsen Monitor. 11

Commercial Spots Commercial Impacts 12 Gambling exc. Lottery & S/C 2005 Spots 27k 731k 1.0m % total spots 0.2% 2.2% 3. The volume of GexLSC spots aired increased from 27k in 2005 to 1.0m in, with an increase of 41% between and. The majority of GexLSC advertising was shown post-2100, accounting for 54.6% of spots in - the volume and share of commercials shown between 0930-1659 increased between 2005 and. The greatest proportion of GexLSC spots was shown across Other channels in, although this share fell between and as advertising across the Music and Top 10 Other channels increased. Spots by daypart, 5% 0600-0929 0930-1659 42% 32% 13% 9% 1700-2059 2100-2259 2300-2959 Spots by channel, 1% 6% 9% Terrestrial Portfolio 46% Sports 9% 21% 9% Music Movies Other - Top 10 Other Impacts 2005 Per Person, Adults 1.2bn 15.3bn 22.5bn, 2.4% 459 ABC1 Adults 0.5bn 5.6bn 8.6bn, 2.3% 331 C2DE Adults 0.8bn 9.7bn 13.9bn, 2.4% 603 Impacts by daypart, 0600-0929 0930-1659 1700-2059 Impacts by channel, Terrestrial Portfolio Sports Music 4-15 0.1bn 0.9bn 1.3n, 1.3% 148 2100-2259 Movies 10-15 0.1bn 0.5bn 0.8bn, 1.6% 184 2300-2959 Other - Top 10 The volume of GexLSC impacts increased across all dayparts between and the share seen post-2100 increased between 2005 and as the share seen between 1700-2059 fell. Amongst Children, while the greatest share of GexLSC impacts was seen between 0930-1659, the proportion seen post-2100 stood at 36.9% in. The volume of GexLSC advertising seen across all PSB-owned channels increased each year across the analysis period although the share of impacts represented by these channels fell (as a result of a reduced share of impacts across the Terrestrial channels) as impacts increased across the Sports channels. Compared with Adults, a greater proportion of GexLSC impacts were seen across the Music and Other channels by Children. Other

1.9% 5.1% 4.8% 8.7% 13.1% 12.4% 21.8% 21.2% 18.7% 21. 27.2% 32. 36.6% 34.1% 41.5% Gambling exc. Lottery & S/C Comparative Analysis by Daypart, Comparative charts, Gambling exc. Lottery & S/C 50. Commercial channel viewing (Adults) Spots Impacts (Adults) 40. 30. 20. 10. 0. 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959 Source: BARB/Nielsen Monitor. 13

1.3% 1.5% 5.1% 2.4% 3. 1.7% 1. 2.3% 6.3% 8.6% 9.7% 8.6% 9. 23.2% 19.2% 20.6% 27.6% 25.9% 38.6% 38.8% 45.7% Gambling exc. Lottery & S/C Comparative Analysis by Channel Group, Comparative charts, Gambling exc. Lottery & S/C Commercial channel viewing (Adults) Spots Impacts (Adults) 50. 40. 30. 20. 10. 0. Terrestrial Commercial Commercial PSB Portfolio Sports Music Movies Other - Top 10 (Gambling) Other - All other Source: BARB/Nielsen Monitor. 14

Commercial Spots Commercial Impacts 15 Bingo 2005 Spots 21k 368k 532k % total spots 0.1% 1.1% 1.6% The majority of Bingo commercials were shown during the daytime, with 69.2% of spots shown between 0600-1659 in. Almost half of all Bingo spots were shown across Other channels although this share has fallen over the years as volume has increased across Music and the Top 10 Other channels. Spots by daypart, 0600-0929 5% 1 9% 0930-1659 16% 1700-2059 61% 2100-2259 2300-2959 Spots by channel, 2% Terrestrial 2% 8% Portfolio 49% Sports Music 8% 11% Movies Other - Top 10 Other Impacts 2005 Per Person, Adults 1.2bn 9.5bn 12.7bn, 1.3% 259 ABC1 Adults 0.4bn 3.2bn 4.5bn, 1.2% 171 C2DE Adults 0.7bn 6.3bn 8.3bn, 1.4% 360 Impacts by daypart, 0600-0929 0930-1659 1700-2059 Impacts by channel, Terrestrial Portfolio Sports Music 4-15 87m 0.5bn 723m, 0.7% 85 2100-2259 Movies 10-15 51m 0.3bn 418m, 0.9% 101 2300-2959 Other - Top 10 With the majority of spots broadcast during the daytime (0930-1659), the majority of exposure also takes place during this daypart although a greater proportion of impacts were seen between 1700-2059 compared with the proportion of spots shown during the slot. A lower proportion of Child Bingo impacts were seen during the daytime with a higher proportion seen between 1700-2300. Almost half of all Bingo advertising seen by adult groups was on the Terrestrial channels, with a further fifth on the Portfolio channels the overall share represented by PSB-owned channels fell between and as exposure across the Other channels increased. The share of Child Bingo impacts seen across Music channels and Other channels is considerably higher compared with Adults, while the share seen across the Terrestrial channels is lower Other

5.1% 3.2% 8.6% 5.4% 4.3% 8.8% 12.4% 9.6% 15.9% 21.2% 27.2% 28.2% 34.1% 55.6% 60.6% Bingo Comparative Analysis by Daypart, Comparative charts, Bingo 70. Commercial channel viewing (Adults) Spots Impacts (Adults) 60. 50. 40. 30. 20. 10. 0. 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959 Source: BARB/Nielsen Monitor. 16

1.8% 5.1% 2.2% 0.3% 1.5% 2.8% 3. 1.5% 1. 2.3% 7.8% 7.5% 11.1% 23.2% 20.2% 20.1% 27.6% 23.6% 38.6% 49.5% 49.4% Bingo Comparative Analysis by Channel Group, Comparative charts, Bingo Commercial channel viewing (Adults) Spots Impacts (Adults) 50. 40. 30. 20. 10. 0. Terrestrial Commercial Commercial PSB Portfolio Sports Music Movies Other - Top 10 (Gambling) Other - All other Source: BARB/Nielsen Monitor. 17

Commercial Spots Commercial Impacts 18 Gambling Sports 2005 Spots 3k 25k 91k % total spots 0. 0.1% 0.3% The majority of Gambling Sports spots were aired after 2300, with 58.7% of spots shown during this slot in and a further 25.4% between 2100-2259. Sports channels accounted for the largest share of Gambling Sports spots, with this channel group representing 41.8% of spots in Music channels accounted for a further 29.2% of spots. Spots by daypart, 2% 0600-0929 6% 9% 0930-1659 2% 1% 1700-2059 25% 59% 2100-2259 2300-2959 Spots by channel, 1% 5% Terrestrial Portfolio Sports 42% Music 29% Movies Other - Top 10 Other Impacts 2005 Per Person, Impacts by daypart, 0600-0929 Impacts by channel, Terrestrial Adults 68m 2.1bn 3.8bn, 0.4% 78 ABC1 Adults 31m 1.0bn 1.8bn, 0.5% 69 C2DE Adults 37m 1.1bn 2.0bn, 0.3% 88 0930-1659 1700-2059 Portfolio Sports Music 4-15 6m 0.2bn 242m, 0.2% 29 10-15 3m 0.1bn 148m, 0.3% 36 2100-2259 2300-2959 Movies Other - Top 10 While the majority of Gambling Sports spots were aired post-2300, this daypart accounted for only 13.8% of Adult impacts in - around two-thirds of Gambling Sports impacts were seen pre-2100, compared with 15.9% of spots shown during this slot. Compared against Adults, a greater proportion of Children s exposure to Gambling Sports advertising took place between 1700-2059. With the majority of Gambling Sports spots aired across Sports channels, this group also represented the greatest share of impacts although this share fell between and as the proportion of impacts seen across the PSB portfolio and Other channels increased. Music channels accounted 1.5% of Adult impacts (rising to 3.1% of Child Gambling Sports impacts) compared with 29.2% of spots. Other

5.1% 1.7% 0.4% 8.5% 5.7% 12.4% 13.8% 21.2% 27.2% 25.4% 21.4% 30.4% 34.1% 34. 58.7% Gambling Sports Comparative Analysis by Daypart, Comparative charts, Gambling Sports Commercial channel viewing (Adults) Spots Impacts (Adults) 70. 60. 50. 40. 30. 20. 10. 0. 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959 Source: BARB/Nielsen Monitor. 19

1.1% 1.5% 1.5% 5.1% 3. 1. 0.1% 1. 5.1% 2.2% 0.5% 10.8% 11.4% 23.2% 19.7% 30.6% 29.2% 27.6% 38.6% 41.8% 45.2% Gambling Sports Comparative Analysis by Channel Group, Comparative charts, Gambling Sports Commercial channel viewing (Adults) Spots Impacts (Adults) 50. 40. 30. 20. 10. 0. Terrestrial Commercial Commercial PSB Portfolio Sports Music Movies Other - Top 10 (Gambling) Other - All other Source: BARB/Nielsen Monitor. 20

Commercial Spots Commercial Impacts 21 Online Casino & Poker 2005 Spots 4k 338k 411k % total spots 0. 1. 1.2% Since, almost all OCP spots have been aired post-2100 with the majority shown post-2300. Between - the share of OCP spots shown across the Sports channels fell as activity on the Music, Movie and Top 10 Other channels increased the greatest share was aired across the Other channels. Spots by daypart, 1% 0600-0929 0930-1659 79% 1700-2059 2100-2259 2300-2959 Spots by channel, 1% 5% 1 Terrestrial Portfolio 47% Sports 19% Music 12% 8% Movies Other - Top 10 Other Impacts 2005 Per Person, Adults 19m 3.7bn 5.9bn, 0.6% 121 ABC1 Adults 7m 1.5bn 2.4bn, 0.6% 91 C2DE Adults 12m 2.3bn 3.6bn, 0.6% 156 Impacts by daypart, 0600-0929 0930-1659 1700-2059 Impacts by channel, Terrestrial Portfolio Sports Music 4-15 1m 0.2bn 286m, 0.3% 34 2100-2259 Movies 10-15 1m 0.1bn 198m, 0.4% 48 2300-2959 Other - Top 10 Other While 20.4% of OCP spots were shown between 2100-2259 in, over a third of impacts (and almost half of child impacts) were seen during this slot as a result of a higher proportion of viewing during this time, compared with viewing between 2300-2959. In, both the Music and Movies channels accounted for significantly lower shares of OCP impacts than spots a higher proportion of impacts was seen across the PSB-owned channels compared with spot distribution and this share increased between and. The PSB-owned channels accounted for a smaller proportion of Child OCP impacts in compared against Adults as the Music channels represented a higher share.

5.1% 0.5% 0.1% 0.1% 0.1% 0. 0.2% 12.4% 27.2% 21.2% 20.4% 34.1% 38.2% 61.3% 79. Online Casino & Poker Comparative Analysis by Daypart, Comparative charts, Online Casino & Poker 90. 80. 70. 60. 50. 40. 30. 20. 10. 0. Commercial channel viewing (Adults) Spots Impacts (Adults) 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959 Source: BARB/Nielsen Monitor. 22

0.7% 4.7% 5.1% 1.5% 2.3% 3. 1. 9.5% 7. 3.3% 3.3% 11.6% 7.6% 21.2% 23.2% 22.7% 19.2% 27.6% 38.6% 40.1% 46.7% Online Casino & Poker Comparative Analysis by Channel Group, Comparative charts, Online Casino & Poker 60. Commercial channel viewing (Adults) Spots Impacts (Adults) 50. 40. 30. 20. 10. 0. Terrestrial Commercial Commercial PSB Portfolio Sports Music Movies Other - Top 10 (Gambling) Other - All other Source: BARB/Nielsen Monitor. 23

Viewing trends 24

25 Summary Viewing Trends Total TV viewing In, total television viewing ranged from 2.4 hours/day among Children to 5.2 hours/day among C2DE Adults. The split in viewing among Adults, by daypart, remained fairly stable over the analysis period with two-thirds of viewing taking place pre-2100. Compared with Adults the share of viewing taking place between 0930-1700 has consistently been lower among ABC1 Adults and higher between 1700-2300. Daytime viewing between 0930-1700 has been notably higher among C2DE Adults compared against ABC1 Adults, with viewing during this slot accounting for 27.9% and 23.3% of viewing respectively. In, 80.7% of Children s viewing took place pre-2100 this split in viewing pre and post-2100 remained fairly steady between 2005 and. In comparison, the share of viewing taking place pre-2100 fell to 73., in, among older children and the proportion of viewing taking place post-2300 increased from 7.4% in 2005 to 8.7% in.

26 Summary Viewing Trends Total TV viewing In, commercial channels accounted for 66.2% of Adult viewing, up marginally from 64. in 2005. Commercial channels accounted for a lower proportion of viewing among ABC1 Adults, standing at 61.5% in. Viewing to commercial channels stood at 69.8%, in, among C2DE Adults up from 65.7% in 2005. The share of viewing accounted for by commercial channels was higher among Children, standing at 73.4% in. A similar split in viewing was seen among Children aged 10-15 years, with 74.8% of their viewing in represented by commercial channels. The split between commercial and non-commercial viewing, by adult demographics, varies across the day with BBC channels accounting for above-average shares during the morning and early evening. There is less variation in the split between commercial and non-commercial viewing among Children, with BBC channels accounting for marginally higher shares during breakfast, 2000-2100 and post- 2300.

Average hours/day In, total television viewing ranged from 2.4 hours/day among Children to 5.2 hours/day among C2DE Adults Average hours of viewing: Total TV, 2005-2013 6 5 4 5.1 5.2 5.2 4.5 4.5 4.5 4.6 4.6 3.9 3.9 3.9 4.0 4.0 4.3 4.3 4.3 3.3 3.2 3.3 3.4 3.4 3.5 3.5 3.5 Adults Adults ABC1 3 2 2.3 2.2 2.2 2.3 2.3 2.5 2.5 2.4 2.3 2.2 2.4 2.4 2.2 2.2 2.4 2.2 1 0 2005 Adults C2DE Children 4-15 Children 10-15 Source: BARB/Infosys+. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 27

Share of viewing by daypart, % The split in viewing among Adults by daypart remained fairly stable over the analysis period with two-thirds of viewing taking place pre- 2100 Share of viewing by daypart: Total TV, Adults 10 9 8 7 6 5 4 3 1 3.9 3.9 3.9 4.0 4.0 4.3 4.3 4.3 Avg hrs/day 11.7% 11.4% 11.2% 11.2% 11.4% 11.5% 11.7% 11.6% 21.5% 21.7% 21.6% 21.1% 21.2% 20.8% 21. 21. 36.8% 36.6% 36.7% 36.5% 36.1% 35.6% 35.2% 35.4% 24.6% 24.8% 24.9% 25.7% 25.6% 26. 25.8% 25.9% 5.5% 5.4% 5.5% 5.6% 5.7% 6.1% 6.3% 6.1% 2005 2300-3000 2100-2300 1700-2100 0930-1700 0600-0930 Source: BARB/Infosys+. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 28

Share of viewing by daypart, % Compared with Adults the share of viewing taking place between 0930-1700 has consistently been lower among ABC1 Adults and higher between 1700-2300 Share of viewing by daypart: Total TV, ABC1 Adults 10 9 8 7 6 5 4 3 1 3.3 3.2 3.3 3.4 3.4 3.5 3.5 3.5 Avg hrs/day 11.9% 11.8% 11.3% 11.2% 11.4% 11. 11.2% 11. 24. 24.3% 24.2% 23.4% 23.5% 23.4% 23.7% 23.4% 36.9% 36.7% 37. 36.7% 36.4% 36.5% 35.9% 36.3% 21.9% 21.9% 22. 23.1% 23. 23.2% 23. 23.3% 5.3% 5.4% 5.5% 5.6% 5.7% 6. 6.2% 6. 2005 2300-3000 2100-2300 1700-2100 0930-1700 0600-0930 Source: BARB/Infosys+. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 29

Share of viewing by daypart, % Daytime viewing between 0930-1700 has been notably higher among C2DE Adults compared against ABC1 Adults, with viewing during this slot accounting for 27.9% and 23.3% of viewing respectively Share of viewing by daypart: Total TV, C2DE Adults 10 9 8 7 6 5 4 3 1 4.5 4.5 4.5 4.6 4.6 5.1 5.2 5.2 Avg hrs/day 11.5% 11.2% 11.2% 11.2% 11.3% 11.9% 12.1% 12.1% 19.8% 19.8% 19.7% 19.3% 19.5% 18.9% 19. 19. 36.7% 36.6% 36.5% 36.3% 35.9% 35. 34.7% 34.8% 26.5% 27. 27. 27.6% 27.6% 28.1% 27.9% 27.9% 5.6% 5.5% 5.6% 5.6% 5.7% 6.1% 6.4% 6.2% 2005 2300-3000 2100-2300 1700-2100 0930-1700 0600-0930 Source: BARB/Infosys+. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 30

Share of viewing by daypart, % In, 80.7% of children s viewing took place pre-2100 this split in viewing pre and post-2100 remained fairly steady between 2005 and Share of viewing by daypart: Total TV, Children 4-15 10 9 8 7 6 5 4 3 1 2.3 2.2 2.2 2.3 2.3 2.5 2.5 2.4 Avg hrs/day 5.6% 5.8% 5.4% 5.1% 5.2% 6.1% 6. 5.9% 14. 13.6% 13.5% 13.1% 13.4% 14.2% 13.9% 13.4% 39.4% 39.7% 39.9% 39.5% 39.7% 38.5% 38.5% 39.1% 30.1% 30.4% 30.6% 31.4% 31.2% 30.9% 30.9% 31.1% 10.9% 10.6% 10.6% 10.8% 10.5% 10.2% 10.6% 10.5% 2005 2300-3000 2100-2300 1700-2100 0930-1700 0600-0930 Source: BARB/Infosys+. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 31

Share of viewing by daypart, % In comparison, the share of viewing taking place pre-2100 fell to 73., in, among older children and the proportion of viewing taking place post-2300 increased from 7.4% in 2005 to 8.7% in Share of viewing by daypart: Total TV, Children 10-15 10 9 8 7 6 5 4 3 1 2.3 2.2 2.2 2.2 2.2 2.4 2.4 2.4 Avg hrs/day 7.4% 8. 7.3% 7. 7.1% 8.5% 8.6% 8.7% 18.4% 18. 17.9% 17.3% 17.6% 18.8% 18.7% 18.4% 40. 39.7% 40. 40.2% 40.5% 39. 39.1% 39.7% 26.9% 27.1% 27.3% 27.7% 27.5% 26.8% 26.5% 26.6% 7.3% 7.2% 7.5% 7.8% 7.3% 6.9% 7.1% 6.7% 2005 2300-3000 2100-2300 1700-2100 0930-1700 0600-0930 Source: BARB/Infosys+. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 32

Share of viewing, % In, commercial channels accounted for 66.2% of Adult viewing, up marginally from 64. in 2005 Share of viewing: Commercial vs Non-commercial, Adults 10 9 8 7 6 5 4 3 1 3.9 3.9 3.9 4.0 4.0 4.3 4.3 4.3 Avg hrs/day 36. 35.3% 34.6% 34.3% 33.5% 33.4% 33.5% 33.8% 64. 64.7% 65.4% 65.7% 66.5% 66.6% 66.5% 66.2% 2005 Non-commercial Commercial Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 33

Share of viewing, % Commercial channels accounted for a lower proportion of viewing among ABC1 Adults, standing at 61.5% in Share of viewing: Commercial vs Non-commercial, Adults ABC1 10 9 8 7 6 5 4 3 1 3.3 3.2 3.3 3.4 3.4 3.5 3.5 3.5 Avg hrs/day 38.3% 37.5% 37.3% 37.3% 36.8% 37.3% 37.6% 38.5% 61.7% 62.5% 62.7% 62.7% 63.2% 62.7% 62.4% 61.5% 2005 Non-commercial Commercial Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 34

Share of viewing, % Viewing to commercial channels stood at 69.8%, in, among C2DE Adults up from 65.7% in 2005 Share of viewing: Commercial vs Non-commercial, Adults C2DE 10 9 8 7 6 5 4 3 1 4.5 4.5 4.5 4.6 4.6 5.1 5.2 5.2 Avg hrs/day 34.3% 33.6% 32.7% 32.1% 30.9% 30.6% 30.5% 30.2% 65.7% 66.4% 67.3% 67.9% 69.1% 69.4% 69.5% 69.8% 2005 Non-commercial Commercial Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 35

Share of viewing, % The share of viewing accounted for by commercial channels was higher among Children, standing at 73.4% in Share of viewing: Commercial vs Non-commercial, Children 4-15 10 9 8 7 6 5 4 3 1 2.3 2.2 2.2 2.3 2.3 2.5 2.5 2.4 Avg hrs/day 28.4% 27.1% 28.4% 26.2% 24.9% 27.6% 27.4% 26.6% 71.6% 72.9% 71.6% 73.8% 75.1% 72.4% 72.6% 73.4% 2005 Non-commercial Commercial Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 36

Share of viewing, % A similar split in viewing was seen among Children aged 10-15 years, with 74.8% of their viewing in represented by commercial channels Share of viewing: Commercial vs Non-commercial, Children 10-15 10 9 8 7 6 5 4 3 1 2.3 2.2 2.2 2.2 2.2 2.4 2.4 2.4 Avg hrs/day 26.6% 25.7% 27. 25.2% 23. 25.9% 25.8% 25.2% 73.4% 74.3% 73. 74.8% 77. 74.1% 74.2% 74.8% 2005 Non-commercial Commercial Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 37

Share of viewing, % The proportion of viewing represented by commercial channels, in, ranged from 61.5% among ABC1 Adults to 74.8% among older children Share of viewing: Commercial vs Non-commercial, 10 9 8 7 6 5 4 3 1 4.3 3.5 5.2 2.4 2.4 Avg hrs/day 33.8% 30.2% 26.6% 25.2% 38.5% 66.2% 69.8% 73.4% 74.8% 61.5% Adults Adults ABC1 Adults C2DE Children 4-15 Children 10-15 Non-commercial Commercial Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 38

06:00-07:00 07:00-08:00 08:00-09:00 09:00-10:00 10:00-11:00 11:00-12:00 12:00-13:00 13:00-14:00 14:00-15:00 15:00-16:00 16:00-17:00 17:00-18:00 18:00-19:00 19:00-20:00 20:00-21:00 21:00-22:00 22:00-23:00 23:00-24:00 24:00-25:00 25:00-26:00 26:00-27:00 27:00-28:00 28:00-29:00 29:00-30:00 Whole Day Share of viewing, % The split in Adult viewing between commercial and non-commercial channels varies across the day with BBC channels accounting for above-average shares during the morning and early evening Share of viewing by hour: Commercial vs Non-commercial, Adults, 10 9 8 7 6 5 4 3 1 Commercial Non-commercial Average mins of viewing/hour 37.6% 34.9% 31.5% 27.9% 23.3% 25. 32.3% 36.1% 36.4% 39.5% 35.9% 36.6% 33.4% 32.8% 30.8% 27.8% 26.3% 25.8% 28.5% 29.9% 35.1% 33.8% 45.4% 48.3% 45.7% 62.4% 65.1% 68.5% 72.1% 76.7% 75. 67.7% 63.9% 63.6% 60.5% 64.1% 63.4% 66.6% 67.2% 69.2% 72.2% 73.7% 74.2% 71.5% 70.1% 64.9% 66.2% 54.6% 51.7% 54.3% 35 30 25 20 15 10 5 0 Average minutes/hour Source: BARB/Infosys+. Non-commercial = All BBC channels. 39

06:00-07:00 07:00-08:00 08:00-09:00 09:00-10:00 10:00-11:00 11:00-12:00 12:00-13:00 13:00-14:00 14:00-15:00 15:00-16:00 16:00-17:00 17:00-18:00 18:00-19:00 19:00-20:00 20:00-21:00 21:00-22:00 22:00-23:00 23:00-24:00 24:00-25:00 25:00-26:00 26:00-27:00 27:00-28:00 28:00-29:00 29:00-30:00 Whole Day Share of viewing, % The proportion of viewing among ABC1 Adults accounted for by commercial channels increases to above-average levels during the afternoon and post-2300 Share of viewing by hour: Commercial vs Non-commercial, Adults ABC1, 10 9 8 7 6 5 4 3 1 Commercial Non-commercial Average mins of viewing/hour 42.8% 38.8% 33.6% 30.9% 26.4% 27.5% 38.7% 36. 39.6% 46.4% 40.9% 40.4% 38.2% 39.2% 36.3% 31.7% 28.9% 28. 31.3% 29.9% 36.1% 38.5% 53.1% 55.1% 52.1% 57.2% 61.2% 66.4% 69.1% 73.6% 72.5% 61.3% 64. 60.4% 53.6% 59.1% 59.6% 61.8% 60.8% 63.7% 68.3% 71.1% 72. 68.8% 70.1% 63.9% 61.5% 46.9% 44.9% 47.9% 30 25 20 15 10 5 0 Average minutes/hour Source: BARB/Infosys+. Non-commercial = All BBC channels. 40

06:00-07:00 07:00-08:00 08:00-09:00 09:00-10:00 10:00-11:00 11:00-12:00 12:00-13:00 13:00-14:00 14:00-15:00 15:00-16:00 16:00-17:00 17:00-18:00 18:00-19:00 19:00-20:00 20:00-21:00 21:00-22:00 22:00-23:00 23:00-24:00 24:00-25:00 25:00-26:00 26:00-27:00 27:00-28:00 28:00-29:00 29:00-30:00 Whole Day Share of viewing, % BBC channels represent above-average shares of viewing among C2DE Adults during the early morning and daytime with commercial channels dominating during the rest of the day Share of viewing by hour: Commercial vs Non-commercial, Adults C2DE, 10 9 8 7 6 5 4 3 1 Commercial Non-commercial Average mins of viewing/hour 39.8% 42.8% 40.8% 34.4% 32.4% 30.2% 25.9% 21.4% 23.3% 29.7% 34.5% 34.2% 34.1% 31.9% 33.1% 28.9% 26.7% 26.4% 25. 24.5% 24.1% 27.8% 29.8% 30.2% 34.2% 60.2% 57.2% 59.2% 65.6% 67.6% 69.8% 74.1% 78.6% 76.8% 70.3% 65.5% 65.8% 65.9% 68.1% 66.9% 71.1% 73.3% 73.6% 75. 75.5% 75.9% 72.2% 70.2% 69.8% 65.8% 35 30 25 20 15 10 5 0 Average minutes/hour Source: BARB/Infosys+. Non-commercial = All BBC channels. 41

06:00-07:00 07:00-08:00 08:00-09:00 09:00-10:00 10:00-11:00 11:00-12:00 12:00-13:00 13:00-14:00 14:00-15:00 15:00-16:00 16:00-17:00 17:00-18:00 18:00-19:00 19:00-20:00 20:00-21:00 21:00-22:00 22:00-23:00 23:00-24:00 24:00-25:00 25:00-26:00 26:00-27:00 27:00-28:00 28:00-29:00 29:00-30:00 Whole Day Share of viewing, % There is less variation in the split between commercial and noncommercial viewing among Children, with BBC channels accounting for marginally higher shares during breakfast, 2000-2100 and post-2300 Share of viewing by hour: Commercial vs Non-commercial, Children 4-15, 10 Commercial Non-commercial Average mins of viewing/hour 16 9 8 7 6 5 4 3 1 16.7% 23.1% 32.6% 32. 29.7% 27.9% 27.1% 26. 24.3% 24.2% 26.7% 27.1% 26.7% 24.3% 24.8% 23.4% 24. 28.8% 29.9% 26.7% 23.8% 23.8% 22.2% 30.6% 83.3% 76.9% 67.4% 68. 70.3% 72.1% 72.9% 74. 75.7% 75.8% 73.3% 72.9% 73.3% 75.7% 75.2% 76.6% 76. 71.2% 70.1% 73.3% 76.2% 76.2% 77.8% 69.4% 26.6% 73.4% 14 12 10 8 6 4 2 Average minutes/hour 0 Source: BARB/Infosys+. Non-commercial = All BBC channels. 42

06:00-07:00 07:00-08:00 08:00-09:00 09:00-10:00 10:00-11:00 11:00-12:00 12:00-13:00 13:00-14:00 14:00-15:00 15:00-16:00 16:00-17:00 17:00-18:00 18:00-19:00 19:00-20:00 20:00-21:00 21:00-22:00 22:00-23:00 23:00-24:00 24:00-25:00 25:00-26:00 26:00-27:00 27:00-28:00 28:00-29:00 29:00-30:00 Whole Day Share of viewing, % Similar patterns are noted among Children aged 10-15 Share of viewing by hour: Commercial vs Non-commercial, Children 10-15, 10 Commercial Non-commercial Average mins of viewing/hour 18 9 8 7 6 5 4 3 17.6% 82.4% 30. 31.5% 27.8% 24.6% 23.7% 22.7% 20.7% 20.8% 16.1% 23. 22. 22. 21.4% 26.1% 23.9% 25. 30. 32.3% 33.2% 29.2% 27.7% 27. 25.6% 70. 68.5% 72.2% 75.4% 76.3% 77.3% 79.3% 79.2% 83.9% 77. 78. 78. 78.6% 73.9% 76.1% 75. 70. 67.7% 66.8% 70.8% 72.3% 73. 74.4% 25.2% 74.8% 16 14 12 10 8 6 4 Average minutes/hour 1 2 0 Source: BARB/Infosys+. Non-commercial = All BBC channels. 43

44 Summary Viewing Trends Commercial channel viewing by daypart The time spent watching commercial channels, in, ranged from 3.6 hours/day among C2DE Adults to 1.7 hours/day among Children. In, viewing to commercial channels peaked between 2100-2200 among adult demographic groups, between 2000-2100 among 10-15 year olds and between 1900-2000 among Children aged 4-15. 66.4% of Adult viewing to commercial channels, in, took place between 0600-2100 the share of viewing by daypart remained fairly stable over the analysis period. Among ABC1 Adults, 64.7% of their commercial viewing in took place pre-2100, with a greater proportion of their viewing (23.4%) taking place between 2100-2300 compared with all Adults(21.2%). Compared against ABC1 Adults, a greater proportion of commercial channel viewing among C2DE Adults took place between 0600-1700 (33.9% vs. 30.) and post-2300(12.8% vs. 11.9%). As with viewing across all channels, 80.2% of Children s viewing to commercial channels took place pre-2100 in. Over a quarter of viewing to commercial channels among older children took place post-2100 in this share remained relatively stable over the analysis period.

Average hours/day The time spent watching commercial channels, in, ranged from 3.6 hours/day among C2DE Adults to 1.7 hours/day among Children Average hours of viewing: Commercial channels, 2005-4 3 2 1 3.1 3.2 3.0 3.0 3.0 2.5 2.5 2.5 2.6 2.7 3.6 3.6 3.6 2.9 2.9 2.8 2.0 2.0 2.0 2.1 2.2 2.2 2.2 2.2 1.6 1.6 1.6 1.7 1.7 1.8 1.8 1.7 1.7 1.6 1.6 1.7 1.7 1.8 1.8 1.8 Adults Adults ABC1 Adults C2DE Children 4-15 0 2005 Children 10-15 Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 45

06:00-07:00 07:00-08:00 08:00-09:00 09:00-10:00 10:00-11:00 11:00-12:00 12:00-13:00 13:00-14:00 14:00-15:00 15:00-16:00 16:00-17:00 17:00-18:00 18:00-19:00 19:00-20:00 20:00-21:00 21:00-22:00 22:00-23:00 23:00-24:00 24:00-25:00 25:00-26:00 26:00-27:00 27:00-28:00 28:00-29:00 29:00-30:00 Average minutes/hour In, viewing to commercial channels peaked between 2100-2200 among adult demographic groups, between 2000-2100 among 10-15 year olds and between 1900-2000 among Children aged 4-15 Average minutes of viewing per hour: Commercial channels, 25 20 15 Adults Adults ABC1 10 5 0 Adults C2DE Children 4-15 Children 10-15 Source: BARB/Infosys+. Analysis excludes all BBC channels. 46

Share of viewing by daypart, % 66.4% of Adult viewing to commercial channels, in, took place between 0600-2100 share of viewing by daypart remained fairly stable over the analysis period Share of viewing by daypart: Commercial channels, Adults 10 9 8 7 6 5 4 3 1 2.5 2.5 2.5 2.6 2.7 2.9 2.9 2.8 Avg hrs/day 12.9% 12.5% 12.2% 12.2% 12.3% 12.5% 12.6% 12.4% 22.6% 22.2% 21.9% 21.2% 21.5% 21.1% 21.3% 21.2% 35.5% 35.3% 35.7% 35.5% 35. 34.4% 34.2% 34.1% 23.9% 24.9% 25.3% 26.2% 26.4% 27. 26.7% 27.2% 5.1% 5. 5. 4.9% 4.8% 5. 5.1% 5.1% 2005 2300-3000 2100-2300 1700-2100 0930-1700 0600-0930 Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 47

Share of viewing by daypart, % Among ABC1 Adults, 64.7% of their commercial viewing in took place pre-2100, with a greater proportion of their viewing taking place between 2100-2300 compared with Adults Share of viewing by daypart: Commercial channels, ABC1 Adults 10 9 8 7 6 5 4 3 1 2.0 2.0 2.0 2.1 2.2 2.2 2.2 2.2 Avg hrs/day 13.2% 12.8% 12.2% 12.3% 12.5% 12. 12.2% 11.9% 24.7% 24.6% 24.2% 23.1% 23.2% 23.3% 23.6% 23.4% 35.2% 35.1% 35.7% 35.4% 35.1% 35.1% 34.7% 34.7% 22. 22.7% 23.1% 24.3% 24.4% 25. 24.8% 25.3% 4.9% 4.9% 4.8% 4.8% 4.7% 4.6% 4.7% 4.7% 2005 2300-3000 2100-2300 1700-2100 0930-1700 0600-0930 Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 48

Share of viewing by daypart, % Compared against ABC1 Adults, a greater proportion of commercial channel viewing among C2DE Adults took place between 0600-1700 and post-2300 Share of viewing by daypart: Commercial channels, C2DE Adults 10 9 8 7 6 5 4 3 1 3.0 3.0 3.0 3.1 3.2 3.6 3.6 3.6 Avg hrs/day 12.7% 12.3% 12.2% 12.1% 12.2% 12.8% 12.9% 12.8% 21.1% 20.6% 20.3% 19.9% 20.2% 19.7% 19.8% 19.6% 35.6% 35.5% 35.7% 35.5% 34.9% 34. 33.8% 33.7% 25.3% 26.5% 26.7% 27.6% 27.8% 28.2% 28. 28.6% 5.3% 5.1% 5.1% 5. 4.9% 5.2% 5.4% 5.3% 2005 2300-3000 2100-2300 1700-2100 0930-1700 0600-0930 Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 49

Share of viewing by daypart, % As with viewing across all channels, 80.2% of Children s viewing to commercial channels took place pre-2100 in Share of viewing by daypart: Commercial channels, Children 4-15 10 9 8 7 6 5 4 3 1 1.6 1.6 1.6 1.7 1.7 1.8 1.8 1.7 Avg hrs/day 6.1% 6.3% 5.8% 5.5% 5.4% 6.4% 5.9% 5.8% 15. 14.3% 14.3% 13.7% 14. 15. 14.7% 14. 39.2% 39.1% 39.7% 39.7% 39.7% 38.8% 39.1% 39.3% 29.5% 30. 30.3% 31.2% 31.2% 30.5% 30.5% 31.1% 10.2% 10.2% 10. 9.9% 9.7% 9.2% 9.7% 9.8% 2005 2300-3000 2100-2300 1700-2100 0930-1700 0600-0930 Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 50

Share of viewing by daypart, % Over a quarter of viewing to commercial channels among older children took place post-2100 in this share remained relatively stable over the analysis period Share of viewing by daypart: Commercial channels, Children 10-15 10 9 8 7 6 5 4 3 1 1.7 1.6 1.6 1.7 1.7 1.8 1.8 1.8 Avg hrs/day 7.9% 8.5% 7.6% 7.3% 7. 8.5% 8. 8. 19.3% 18.4% 18.3% 17.5% 17.8% 19.2% 19. 18.6% 38.7% 38.6% 39.3% 40. 40.2% 38.9% 39.4% 39.6% 27.1% 27.3% 27.8% 28. 28.2% 27.4% 27.2% 27.5% 7.1% 7.1% 7.1% 7.2% 6.8% 6. 6.3% 6.3% 2005 2300-3000 2100-2300 1700-2100 0930-1700 0600-0930 Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 51

Share of viewing by daypart, % In, C2DE Adults watched more than double the amount of commercial television than Children almost a fifth of children s viewing took place post-2100 Share of viewing by daypart: Commercial channels, 10 9 8 7 6 5 4 3 1 2.8 2.2 3.6 1.7 1.8 Avg hrs/day 12.4% 11.9% 12.8% 5.8% 8. 14. 21.2% 23.4% 19.6% 18.6% 39.3% 34.1% 39.6% 33.7% 34.7% 31.1% 27.2% 25.3% 28.6% 27.5% 5.1% 4.7% 5.3% 9.8% 6.3% Adults Adults ABC1 Adults C2DE Children 4-15 Children 10-15 2300-3000 2100-2300 1700-2100 0930-1700 0600-0930 Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 52

Summary Viewing Trends Commercial channel viewing by channel group The PSB- owned channels accounted for a greater proportion of commercial channel viewing among adult demographic groups than Children, who spent a greater proportion of their time watching Other and Music channels. Among Adults, the proportion of commercial channel viewing represented by the Terrestrial channels fell from 60.1% in 2005 to 38.6% in as viewing to the PSB portfolio channels increased from 6.1% to 23.2%. Other channels also saw an increase in share and in the Other Top 10 channels accounted for 1% of viewing. Commercial channel viewing among ABC1 Adults followed a similar trend with the PSB-owned channels accounting for 60.2% of viewing in compared with 63.5% in 2005. Viewing to Sports channels was marginally higher among ABC1s than All Adults. The PSB-owned channels represented 63. of commercial channel viewing among C2DE Adults in, down from 68.1% in 2005. Compared against ABC1 Adults, viewing to the PSB portfolio channels has been higher while viewing to Sports channels has been lower. While viewing to commercial channels followed a similar trend among Children, the share accounted for by the PSB-owned channels stood at 42.5%, in, compared with 61.8% among Adults. Other channels accounted for the greatest proportion of children s viewing. Compared with 4-15 year olds, viewing to the PSB portfolio and Music channels has been higher among older children. The PSB-owned channels accounted for 45.9% of viewing in, down from 49.2% in 2005. 53

Share of viewing by channel group, % Among Adults, the proportion of commercial channel viewing represented by the Terrestrial channels fell from 60.1% in 2005 to 38.6% in as viewing to the PSB portfolio channels increased from 6.1% to 23.2% - Other channels also saw an increase in share and in the Other Top 10 accounted for 1% of viewing Share of viewing by channel group: Commercial channels, Adults 10 9 8 7 6 5 4 3 1 2.5 2.5 2.5 2.6 2.7 2.9 2.9 2.8 Avg hrs/day 23.7% 25.2% 25.9% 26.3% 27.4% 28.4% 27. 27.6% 3.1% 2.1% 4.4% 1.8% 3.3% 1.7% 3. 4.4% 1.6% 2.9% 4.8% 4.7% 1.8% 2.9% 6.1% 5.1% 1.4% 2.7% 1.6% 2.9% 1.5% 3. 4.9% 5.1% 5.1% 9.2% 12.5% 15.5% 16.9% 18.9% 21.8% 23.2% 60.1% 55.5% 51.7% 48.4% 45.5% 43. 40.7% 38.6% 2005 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial Source: BARB/Infosys+. Analysis excludes all BBC channels. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 54

Share of viewing by channel group, % Commercial channel viewing among ABC1 Adults followed a similar trend with the PSB-owned channels accounting for 60.2% of viewing in, compared with 63.5% in 2005 - viewing to Sports channels was marginally higher among ABC1s than All Adults Share of viewing by channel group: Commercial channels, ABC1 Adults 10 9 8 7 6 5 4 3 1 2.0 2.0 2.0 2.1 2.2 2.2 2.2 2.2 Avg hrs/day 24.9% 26.7% 27.7% 28.9% 29.3% 28.8% 27.9% 27.9% 3.5% 2.2% 3.6% 5.5% 1.9% 1.8% 3.3% 5.6% 1.7% 3.3% 5.9% 1.7% 3.3% 1.5% 2.8% 1.6% 3.1% 1.5% 2.9% 5.9% 6.8% 6.4% 6. 6.8% 6.6% 9.8% 12.4% 14.9% 16.2% 17.8% 19.9% 21.8% 56.7% 51.9% 48.5% 44.9% 42.7% 42.4% 39.8% 38.4% 2005 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial Source: BARB/Infosys+. Analysis excludes all BBC channels. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 55

Share of viewing by channel group, % The PSB-owned channels represented 63. of commercial channel viewing among C2DE Adults in down from 68.1% in 2005 - compared against ABC1 Adults, viewing to the PSB portfolio channels has been higher while viewing to Sports channels has been lower Share of viewing by channel group: Commercial channels, C2DE Adults 10 9 8 7 6 5 4 3 1 3.0 3.0 3.0 3.1 3.2 3.6 3.6 3.6 Avg hrs/day 22.9% 24.3% 24.6% 24.6% 26.1% 28.1% 26.4% 27.3% 2. 2.8% 3.6% 1.8% 3.1% 1.7% 2.8% 1.6% 2.6% 3.6% 4.1% 4. 1.8% 2.7% 5.7% 4.1% 1.4% 2.7% 1.6% 2.8% 4.1% 3.9% 1.6% 3. 4. 8.8% 12.5% 15.9% 17.4% 19.6% 23.1% 24.2% 62.4% 57.9% 53.9% 50.8% 47.4% 43.4% 41.3% 38.8% 2005 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial Source: BARB/Infosys+. Analysis excludes all BBC channels. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 56

Share of viewing by channel group, % While viewing to commercial channels followed a similar trend among Children, the share accounted for by the PSB-owned channels stood at 42.5%, in, compared with 61.8% among Adults - Other channels accounted for the greatest proportion of children s viewing Share of viewing by channel group: Commercial channels, Children 4-15 10 9 8 7 6 5 4 3 1 1.6 1.6 1.6 1.7 1.7 1.8 1.8 1.7 Avg hrs/day 42.3% 44.3% 44.9% 46.2% 46.1% 46.8% 46.1% 47.6% 4.1% 4. 4.2% 3.5% 3.6% 3.5% 3.1% 3.2% 3. 3.5% 3.6% 2.9% 3.2% 2.8% 3.1% 2.6% 2.9% 3.5% 3.3% 3.1% 3. 3.3% 2.8% 5.1% 3.1% 8.5% 11.6% 14.3% 16.1% 16.4% 17.4% 18.4% 40.5% 35.7% 32.9% 29.8% 28.2% 28.2% 26.6% 24.1% 2005 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial Source: BARB/Infosys+. Analysis excludes all BBC channels. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 57

Share of viewing by channel group, % Compared with 4-15 year olds, viewing to the PSB portfolio and Music channels has been higher among older children PSB-owned channels accounted for 45.9% of viewing in, down from 49.2% in 2005 Share of viewing by channel group: Commercial channels, Children 10-15 10 9 8 7 6 5 4 3 1 1.7 1.6 1.6 1.7 1.7 1.8 1.8 1.8 Avg hrs/day 36.2% 37.9% 37.9% 39.1% 39.2% 41. 39.6% 42.3% 4.9% 4.6% 4.2% 3.6% 3.3% 5.3% 4.5% 4.2% 4.1% 4.5% 3.1% 3.4% 4. 4. 4.1% 3.6% 4.1% 3.8% 3.4% 3.6% 4. 5.9% 9.4% 12.9% 16.3% 18. 18.4% 19.6% 3.6% 3.8% 3.8% 20.4% 43.3% 39.2% 36.5% 32.9% 31.2% 29.9% 28.8% 25.5% 2005 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial Source: BARB/Infosys+. Analysis excludes all BBC channels. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 58

Share of viewing by daypart, % The PSB-owned channels accounted for a greater proportion of commercial channel viewing among adult demographic groups than Children, who spent a greater proportion of their time watching Other and Music channels the Other Top 10 accounted for around 1% of viewing Share of viewing by channel group: Commercial channels, 10 9 8 7 6 5 4 3 1 27.6% 27.9% 27.3% 47.6% 42.3% 1.5% 3. 1.5% 2.9% 1.6% 3. 5.1% 6.6% 4. 3.6% 23.2% 21.8% 24.2% 3.5% 3.8% 2.8% 3.8% 3.1% 18.4% 20.4% 38.6% 38.4% 38.8% 24.1% 25.5% Adults Adults ABC1 Adults C2DE Children 4-15 Children 10-15 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial Source: BARB/Infosys+. Analysis excludes all BBC channels. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 59

60 Summary Viewing Trends Top 50 Sports Programmes, The following charts look at the top 50 sports programmes in ranked by the average programme audience by demographic group. The programme index shown is based on comparing the programme rating for the respective demographic against the rating for All Individuals. For each programme, the index for Children aged 10-15 (against All Individuals) is also shown. The analysis shows: the majority of top rating programming consists of football coverage. there are no programmes listed with a conversion index of 120 or more among Children aged 10-15. some programmes have a conversion index of 120 or more among C2DE Adults (and to a lesser extent among ABC1 Adults).

Top 50 Sports Programmes: Adults, Adults Children 10-15 Title Channel Date Start End Speciality 000s Index Index UEFA EURO MATCH ENG V UKR ITV (SD+HD) 19/06/ 19:44 21:38 Sport: Football International 14,871 108 68 UEFA EURO MATCH FRA V ENG ITV (SD+HD) 11/06/ 16:59 18:51 Sport: Football International 11,205 105 72 UEFA EURO ENG V UKR POST MATCH ITV (SD+HD) 19/06/ 21:42 22:10 Sport: Football International 8,843 110 59 UEFA EURO MATCH SPA V FRA ITV (SD+HD) 23/06/ 19:44 21:36 Sport: Football International 8,220 107 68 UEFA EURO MATCH POR V NED ITV (SD+HD) 17/06/ 19:43 21:37 Sport: Football International 7,725 110 58 UEFA EURO MATCH GER V GRE ITV (SD+HD) 22/06/ 19:44 21:38 Sport: Football International 7,636 108 67 PARALYMPICS : OPENING CEREMONY CH4 29/08/ 20:00 00:17 Sport: Special Events 7,308 110 57 UEFA EURO MATCH IRL V CRO ITV (SD+HD) 10/06/ 19:45 21:41 Sport: Football International 7,166 110 63 UEFA EURO MATCH SPA V IRE ITV (SD+HD) 14/06/ 19:43 21:36 Sport: Football International 7,090 109 69 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/04/ 19:29 21:57 Sport: Football Domestic 6,900 108 71 UEFA EURO SPA V ITA ITV (SD+HD) 10/06/ 16:59 18:50 Sport: Football International 6,757 106 66 UEFA EURO FRA V ENG POST MATCH ITV (SD+HD) 11/06/ 18:55 19:27 Sport: Football International 6,720 106 71 UEFA EURO MATCH POL V RUS ITV (SD+HD) 12/06/ 19:44 21:37 Sport: Football International 6,367 110 57 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 19/05/ 18:59 23:28 Sport: Football Domestic 6,289 106 85 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 25/04/ 19:29 22:34 Sport: Football Domestic 6,031 110 58 ENGLAND FRIENDLIES ITV (SD+HD) 29/02/ 19:29 22:11 Sport: Football Domestic 6,009 110 48 PARALYMPICS : CLOSING CEREMONY CH4 09/09/ 19:00 23:11 Sport: Special Events 5,720 111 52 UEFA EURO MATCH UKR V FRA ITV (SD+HD) 15/06/ 17:53 19:47 Sport: Football International 5,564 108 65 FA CUP ITV (SD+HD) 15/04/ 17:29 20:11 Sport: Football Domestic 5,513 108 64 UEFA EURO ENG V UKR PRE MATCH ITV (SD+HD) 19/06/ 18:59 19:42 Sport: Football International 5,437 108 59 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 14/03/ 19:29 22:34 Sport: Football Domestic 5,348 111 42 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 11/09/ 19:29 22:11 Sport: Football International 5,343 111 55 FA CUP ITV (SD+HD) 05/05/ 15:14 19:45 Sport: Football Domestic 5,226 107 63 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 12/10/ 19:29 22:11 Sport: Football International 5,094 109 60 UEFA EURO SPA V ITA POST MATCH ITV (SD+HD) 10/06/ 18:54 18:58 Sport: Football International 5,081 106 66 UEFA EURO DEN V POR POST MATCH ITV (SD+HD) 13/06/ 18:56 19:00 Sport: Football International 5,053 109 56 UEFA EURO MATCH RUS V CZE ITV (SD+HD) 08/06/ 19:43 21:36 Sport: Football International 5,010 109 55 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 15/02/ 19:29 21:57 Sport: Football Domestic 4,982 109 53 FA CUP ITV (SD+HD) 08/01/ 12:32 17:56 Sport: Football Domestic 4,739 109 52 ENGLAND FRIENDLIES ITV (SD+HD) 02/06/ 16:29 19:29 Sport: Football Domestic 4,728 109 56 ENGLAND FRIENDLIES ITV (SD+HD) 14/11/ 19:13 21:44 Sport: Football Domestic 4,692 109 63 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 04/04/ 19:29 21:57 Sport: Football Domestic 4,665 110 47 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/09/ 19:29 21:57 Sport: Football Domestic 4,572 110 59 UEFA EURO SPA V FRA POST MATCH ITV (SD+HD) 23/06/ 21:40 22:00 Sport: Football International 4,453 109 55 ENGLAND FRIENDLIES ITV (SD+HD) 26/05/ 18:59 21:59 Sport: Football Domestic 4,440 108 66 UEFA EURO MATCH DEN V POR ITV (SD+HD) 13/06/ 16:58 18:52 Sport: Football International 4,363 108 61 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 23/10/ 19:29 21:57 Sport: Football Domestic 4,356 110 55 UEFA EURO POR V NED POST MATCH ITV (SD+HD) 17/06/ 21:40 21:56 Sport: Football International 4,334 111 53 FA CUP ITV (SD+HD) 18/02/ 16:50 19:19 Sport: Football Domestic 4,295 110 42 UEFA EURO IRL V CRO PRE MATCH ITV (SD+HD) 10/06/ 19:17 19:44 Sport: Football International 4,284 108 60 UEFA EURO GER V GRE POST MATCH ITV (SD+HD) 22/06/ 21:42 21:57 Sport: Football International 4,240 110 65 UEFA EURO GRE V CZE POST MATCH ITV (SD+HD) 12/06/ 18:55 18:59 Sport: Football International 4,176 108 64 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 06/11/ 19:29 21:57 Sport: Football Domestic 3,996 110 56 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 16/10/ 19:29 21:05 Sport: Football International 3,951 110 51 UEFA EURO MATCH GRE V CZE ITV (SD+HD) 12/06/ 16:58 18:51 Sport: Football International 3,947 108 64 UEFA EURO SPA V IRE POST MATCH ITV (SD+HD) 14/06/ 21:39 21:56 Sport: Football International 3,935 109 66 FA CUP ITV (SD+HD) 28/01/ 12:02 15:05 Sport: Football Domestic 3,931 106 63 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 17/10/ 15:28 18:10 Sport: Football International 3,827 110 48 ENGLAND FRIENDLIES ITV (SD+HD) 15/08/ 19:29 22:10 Sport: Football Domestic 3,790 110 45 UEFA EURO POL V RUS PRE MATCH ITV (SD+HD) 12/06/ 19:19 19:42 Sport: Football International 3,752 110 55 Source: BARB/Infosys+. Analysis excludes all BBC channels. -Top 50 ranked on Average Audience. Index based on All Individuals. 61

Top 50 Sports Programmes: Adults ABC1, Adults ABC1 Children 10-15 Title Channel Date Start End Speciality 000s Index Index UEFA EURO MATCH ENG V UKR ITV (SD+HD) 19/06/ 19:44 21:38 Sport: Football International 7,683 105 68 UEFA EURO MATCH FRA V ENG ITV (SD+HD) 11/06/ 16:59 18:51 Sport: Football International 5,407 95 72 UEFA EURO ENG V UKR POST MATCH ITV (SD+HD) 19/06/ 21:42 22:10 Sport: Football International 4,780 112 59 UEFA EURO MATCH SPA V FRA ITV (SD+HD) 23/06/ 19:44 21:36 Sport: Football International 4,410 108 68 PARALYMPICS : OPENING CEREMONY CH4 29/08/ 20:00 00:17 Sport: Special Events 4,239 120 57 UEFA EURO MATCH POR V NED ITV (SD+HD) 17/06/ 19:43 21:37 Sport: Football International 4,142 111 58 UEFA EURO MATCH GER V GRE ITV (SD+HD) 22/06/ 19:44 21:38 Sport: Football International 4,006 107 67 UEFA EURO MATCH IRL V CRO ITV (SD+HD) 10/06/ 19:45 21:41 Sport: Football International 3,869 112 63 UEFA EURO MATCH SPA V IRE ITV (SD+HD) 14/06/ 19:43 21:36 Sport: Football International 3,552 103 69 PARALYMPICS : CLOSING CEREMONY CH4 09/09/ 19:00 23:11 Sport: Special Events 3,511 128 52 UEFA EURO SPA V ITA ITV (SD+HD) 10/06/ 16:59 18:50 Sport: Football International 3,448 102 66 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/04/ 19:29 21:57 Sport: Football Domestic 3,341 99 71 UEFA EURO FRA V ENG POST MATCH ITV (SD+HD) 11/06/ 18:55 19:27 Sport: Football International 3,225 96 71 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 19/05/ 18:59 23:28 Sport: Football Domestic 3,177 101 85 UEFA EURO MATCH POL V RUS ITV (SD+HD) 12/06/ 19:44 21:37 Sport: Football International 3,002 98 57 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 25/04/ 19:29 22:34 Sport: Football Domestic 2,941 101 58 ENGLAND FRIENDLIES ITV (SD+HD) 29/02/ 19:29 22:11 Sport: Football Domestic 2,898 100 48 FA CUP ITV (SD+HD) 15/04/ 17:29 20:11 Sport: Football Domestic 2,786 102 64 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIER ITV (SD+HD) 11/09/ 19:29 22:11 Sport: Football International 2,659 104 55 FA CUP ITV (SD+HD) 05/05/ 15:14 19:45 Sport: Football Domestic 2,638 102 63 UEFA EURO POR V NED POST MATCH ITV (SD+HD) 17/06/ 21:40 21:56 Sport: Football International 2,541 123 53 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 14/03/ 19:29 22:34 Sport: Football Domestic 2,534 99 42 UEFA EURO SPA V ITA POST MATCH ITV (SD+HD) 10/06/ 18:54 18:58 Sport: Football International 2,523 99 66 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIER ITV (SD+HD) 12/10/ 19:29 22:11 Sport: Football International 2,474 99 60 UEFA EURO ENG V UKR PRE MATCH ITV (SD+HD) 19/06/ 18:59 19:42 Sport: Football International 2,468 92 59 UEFA EURO MATCH UKR V FRA ITV (SD+HD) 15/06/ 17:53 19:47 Sport: Football International 2,398 88 65 FA CUP ITV (SD+HD) 08/01/ 12:32 17:56 Sport: Football Domestic 2,392 104 52 UEFA EURO MATCH RUS V CZE ITV (SD+HD) 08/06/ 19:43 21:36 Sport: Football International 2,352 97 55 UEFA EURO SPA V FRA POST MATCH ITV (SD+HD) 23/06/ 21:40 22:00 Sport: Football International 2,345 108 55 ENGLAND FRIENDLIES ITV (SD+HD) 02/06/ 16:29 19:29 Sport: Football Domestic 2,261 98 56 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 15/02/ 19:29 21:57 Sport: Football Domestic 2,257 93 53 UEFA EURO GER V GRE POST MATCH ITV (SD+HD) 22/06/ 21:42 21:57 Sport: Football International 2,245 110 65 UEFA EURO IRL V CRO PRE MATCH ITV (SD+HD) 10/06/ 19:17 19:44 Sport: Football International 2,243 107 60 UEFA EURO DEN V POR POST MATCH ITV (SD+HD) 13/06/ 18:56 19:00 Sport: Football International 2,216 90 56 ENGLAND FRIENDLIES ITV (SD+HD) 26/05/ 18:59 21:59 Sport: Football Domestic 2,180 100 66 UEFA EURO SPA V IRE POST MATCH ITV (SD+HD) 14/06/ 21:39 21:56 Sport: Football International 2,116 111 66 ENGLAND FRIENDLIES ITV (SD+HD) 14/11/ 19:13 21:44 Sport: Football Domestic 2,103 92 63 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/09/ 19:29 21:57 Sport: Football Domestic 2,101 95 59 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 04/04/ 19:29 21:57 Sport: Football Domestic 2,095 93 47 PARALYMPICS CH4 06/09/ 19:29 23:02 Sport: Special Events 2,000 128 39 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 23/10/ 19:29 21:57 Sport: Football Domestic 1,999 95 55 FA CUP ITV (SD+HD) 18/02/ 16:50 19:19 Sport: Football Domestic 1,944 94 42 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIER ITV (SD+HD) 16/10/ 19:29 21:05 Sport: Football International 1,927 101 51 FA CUP ITV (SD+HD) 28/01/ 12:02 15:05 Sport: Football Domestic 1,918 98 63 PARALYMPICS CH4 02/09/ 18:59 22:46 Sport: Special Events 1,908 129 54 UEFA EURO IRL V CRO POST MATCH ITV (SD+HD) 10/06/ 21:44 21:59 Sport: Football International 1,874 113 60 ENGLAND FRIENDLIES ITV (SD+HD) 15/08/ 19:29 22:10 Sport: Football Domestic 1,841 101 45 UEFA EURO GRE V CZE POST MATCH ITV (SD+HD) 12/06/ 18:55 18:59 Sport: Football International 1,827 89 64 UEFA EURO MATCH DEN V POR ITV (SD+HD) 13/06/ 16:58 18:52 Sport: Football International 1,794 84 61 UEFA EURO POL V RUS POST MATCH ITV (SD+HD) 12/06/ 21:41 21:57 Sport: Football International 1,740 101 50 Source: BARB/Infosys+. Analysis excludes all BBC channels. -Top 50 ranked on Average Audience. Index based on All Individuals. 62

Top 50 Sports Programmes: Adults C2DE, Adults C2DE Children 10-15 Title Channel Date Start End Speciality 000s Index Index UEFA EURO MATCH ENG V UKR ITV (SD+HD) 19/06/ 19:44 21:38 Sport: Football International 7,187 111 68 UEFA EURO MATCH FRA V ENG ITV (SD+HD) 11/06/ 16:59 18:51 Sport: Football International 5,799 115 72 UEFA EURO ENG V UKR POST MATCH ITV (SD+HD) 19/06/ 21:42 22:10 Sport: Football International 4,063 108 59 UEFA EURO MATCH SPA V FRA ITV (SD+HD) 23/06/ 19:44 21:36 Sport: Football International 3,810 106 68 UEFA EURO MATCH GER V GRE ITV (SD+HD) 22/06/ 19:44 21:38 Sport: Football International 3,630 110 67 UEFA EURO MATCH POR V NED ITV (SD+HD) 17/06/ 19:43 21:37 Sport: Football International 3,583 108 58 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/04/ 19:29 21:57 Sport: Football Domestic 3,559 119 71 UEFA EURO MATCH SPA V IRE ITV (SD+HD) 14/06/ 19:43 21:36 Sport: Football International 3,537 115 69 UEFA EURO FRA V ENG POST MATCH ITV (SD+HD) 11/06/ 18:55 19:27 Sport: Football International 3,495 117 71 UEFA EURO MATCH POL V RUS ITV (SD+HD) 12/06/ 19:44 21:37 Sport: Football International 3,366 124 57 UEFA EURO SPA V ITA ITV (SD+HD) 10/06/ 16:59 18:50 Sport: Football International 3,309 111 66 UEFA EURO MATCH IRL V CRO ITV (SD+HD) 10/06/ 19:45 21:41 Sport: Football International 3,296 108 63 UEFA EURO MATCH UKR V FRA ITV (SD+HD) 15/06/ 17:53 19:47 Sport: Football International 3,166 131 65 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 19/05/ 18:59 23:28 Sport: Football Domestic 3,112 112 85 ENGLAND FRIENDLIES ITV (SD+HD) 29/02/ 19:29 22:11 Sport: Football Domestic 3,111 122 48 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 25/04/ 19:29 22:34 Sport: Football Domestic 3,090 120 58 PARALYMPICS : OPENING CEREMONY CH4 29/08/ 20:00 00:17 Sport: Special Events 3,069 99 57 UEFA EURO ENG V UKR PRE MATCH ITV (SD+HD) 19/06/ 18:59 19:42 Sport: Football International 2,969 125 59 UEFA EURO DEN V POR POST MATCH ITV (SD+HD) 13/06/ 18:56 19:00 Sport: Football International 2,837 130 56 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 14/03/ 19:29 22:34 Sport: Football Domestic 2,813 125 42 FA CUP ITV (SD+HD) 15/04/ 17:29 20:11 Sport: Football Domestic 2,727 113 64 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 15/02/ 19:29 21:57 Sport: Football Domestic 2,725 127 53 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 11/09/ 19:29 22:11 Sport: Football International 2,684 119 55 UEFA EURO MATCH RUS V CZE ITV (SD+HD) 08/06/ 19:43 21:36 Sport: Football International 2,658 123 55 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 12/10/ 19:29 22:11 Sport: Football International 2,620 119 60 ENGLAND FRIENDLIES ITV (SD+HD) 14/11/ 19:13 21:44 Sport: Football Domestic 2,589 128 63 FA CUP ITV (SD+HD) 05/05/ 15:14 19:45 Sport: Football Domestic 2,588 113 63 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 04/04/ 19:29 21:57 Sport: Football Domestic 2,570 129 47 UEFA EURO MATCH DEN V POR ITV (SD+HD) 13/06/ 16:58 18:52 Sport: Football International 2,570 135 61 UEFA EURO SPA V ITA POST MATCH ITV (SD+HD) 10/06/ 18:54 18:58 Sport: Football International 2,559 114 66 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/09/ 19:29 21:57 Sport: Football Domestic 2,470 127 59 ENGLAND FRIENDLIES ITV (SD+HD) 02/06/ 16:29 19:29 Sport: Football Domestic 2,467 121 56 UEFA EURO MATCH GRE V CZE ITV (SD+HD) 12/06/ 16:58 18:51 Sport: Football International 2,368 138 64 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 23/10/ 19:29 21:57 Sport: Football Domestic 2,357 127 55 FA CUP ITV (SD+HD) 18/02/ 16:50 19:19 Sport: Football Domestic 2,351 128 42 UEFA EURO GRE V CZE POST MATCH ITV (SD+HD) 12/06/ 18:55 18:59 Sport: Football International 2,349 129 64 FA CUP ITV (SD+HD) 08/01/ 12:32 17:56 Sport: Football Domestic 2,347 115 52 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 06/11/ 19:29 21:57 Sport: Football Domestic 2,276 134 56 ENGLAND FRIENDLIES ITV (SD+HD) 26/05/ 18:59 21:59 Sport: Football Domestic 2,260 117 66 PARALYMPICS : CLOSING CEREMONY CH4 09/09/ 19:00 23:11 Sport: Special Events 2,209 92 52 UEFA EUROPA LEAGUE LIVE ITV (SD+HD) 16/02/ 19:59 22:13 Sport: Football Domestic 2,193 139 45 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 17/10/ 15:28 18:10 Sport: Football International 2,173 133 48 UEFA EURO POL V RUS PRE MATCH ITV (SD+HD) 12/06/ 19:19 19:42 Sport: Football International 2,168 135 55 FA CUP REPLAY ITV (SD+HD) 08/02/ 19:29 22:34 Sport: Football Domestic 2,138 140 51 UEFA EURO SPA V FRA POST MATCH ITV (SD+HD) 23/06/ 21:40 22:00 Sport: Football International 2,107 110 55 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 28/03/ 19:29 21:57 Sport: Football Domestic 2,107 136 56 UEFA EURO IRL V CRO PRE MATCH ITV (SD+HD) 10/06/ 19:17 19:44 Sport: Football International 2,042 110 60 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 16/10/ 19:29 21:05 Sport: Football International 2,025 121 51 FA CUP ITV (SD+HD) 18/03/ 15:31 18:19 Sport: Football Domestic 2,016 127 51 FA CUP ITV (SD+HD) 28/01/ 12:02 15:05 Sport: Football Domestic 2,013 116 63 Source: BARB/Infosys+. Analysis excludes all BBC channels. -Top 50 ranked on Average Audience. Index based on All Individuals. 63

Top 50 Sports Programmes: Children 4-15, Children Children 10-15 Title Channel Date Start End Speciality 000s Index Index UEFA EURO MATCH FRA V ENG ITV (SD+HD) 11/06/ 16:59 18:51 Sport: Football International 1,349 73 72 UEFA EURO MATCH ENG V UKR ITV (SD+HD) 19/06/ 19:44 21:38 Sport: Football International 1,346 57 68 UEFA EURO MATCH SPA V FRA ITV (SD+HD) 23/06/ 19:44 21:36 Sport: Football International 779 59 68 UEFA EURO FRA V ENG POST MATCH ITV (SD+HD) 11/06/ 18:55 19:27 Sport: Football International 732 67 71 UEFA EURO SPA V ITA ITV (SD+HD) 10/06/ 16:59 18:50 Sport: Football International 685 63 66 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 19/05/ 18:59 23:28 Sport: Football Domestic 638 63 85 UEFA EURO MATCH GER V GRE ITV (SD+HD) 22/06/ 19:44 21:38 Sport: Football International 623 51 67 UEFA EURO ENG V UKR POST MATCH ITV (SD+HD) 19/06/ 21:42 22:10 Sport: Football International 577 42 59 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/04/ 19:29 21:57 Sport: Football Domestic 571 52 71 UEFA EURO MATCH SPA V IRE ITV (SD+HD) 14/06/ 19:43 21:36 Sport: Football International 564 50 69 UEFA EURO SPA V ITA POST MATCH ITV (SD+HD) 10/06/ 18:54 18:58 Sport: Football International 541 66 66 UEFA EURO MATCH POR V NED ITV (SD+HD) 17/06/ 19:43 21:37 Sport: Football International 535 44 58 UEFA EURO MATCH IRL V CRO ITV (SD+HD) 10/06/ 19:45 21:41 Sport: Football International 496 44 63 FA CUP ITV (SD+HD) 15/04/ 17:29 20:11 Sport: Football Domestic 495 56 64 UEFA EURO ENG V UKR PRE MATCH ITV (SD+HD) 19/06/ 18:59 19:42 Sport: Football International 486 56 59 FA CUP ITV (SD+HD) 05/05/ 15:14 19:45 Sport: Football Domestic 484 58 63 PARALYMPICS : OPENING CEREMONY CH4 29/08/ 20:00 00:17 Sport: Special Events 475 42 57 UEFA EURO MATCH UKR V FRA ITV (SD+HD) 15/06/ 17:53 19:47 Sport: Football International 475 54 65 UEFA EURO MATCH POL V RUS ITV (SD+HD) 12/06/ 19:44 21:37 Sport: Football International 421 42 57 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 25/04/ 19:29 22:34 Sport: Football Domestic 420 44 58 FA CUP ITV (SD+HD) 28/01/ 12:02 15:05 Sport: Football Domestic 400 63 63 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 12/10/ 19:29 22:11 Sport: Football International 399 49 60 UEFA EURO DEN V POR POST MATCH ITV (SD+HD) 13/06/ 18:56 19:00 Sport: Football International 392 49 56 ENGLAND FRIENDLIES ITV (SD+HD) 29/02/ 19:29 22:11 Sport: Football Domestic 389 41 48 ENGLAND FRIENDLIES ITV (SD+HD) 26/05/ 18:59 21:59 Sport: Football Domestic 385 54 66 UEFA EURO MATCH DEN V POR ITV (SD+HD) 13/06/ 16:58 18:52 Sport: Football International 378 54 61 ENGLAND FRIENDLIES ITV (SD+HD) 14/11/ 19:13 21:44 Sport: Football Domestic 373 50 63 ENGLAND FRIENDLIES ITV (SD+HD) 02/06/ 16:29 19:29 Sport: Football Domestic 372 50 56 UEFA EURO MATCH RUS V CZE ITV (SD+HD) 08/06/ 19:43 21:36 Sport: Football International 368 47 55 UEFA EURO IRL V CRO PRE MATCH ITV (SD+HD) 10/06/ 19:17 19:44 Sport: Football International 365 54 60 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 15/02/ 19:29 21:57 Sport: Football Domestic 364 46 53 UEFA EURO GRE V CZE POST MATCH ITV (SD+HD) 12/06/ 18:55 18:59 Sport: Football International 362 54 64 FA CUP ITV (SD+HD) 08/01/ 12:32 17:56 Sport: Football Domestic 360 48 52 UEFA EURO SPA V FRA POST MATCH ITV (SD+HD) 23/06/ 21:40 22:00 Sport: Football International 346 49 55 UEFA EURO FRA V ENG PRE MATCH ITV (SD+HD) 11/06/ 16:01 16:58 Sport: Football International 342 66 65 UEFA EURO SPA V FRA PRE MATCH ITV (SD+HD) 23/06/ 19:14 19:42 Sport: Football International 332 66 77 UEFA EURO MATCH GRE V CZE ITV (SD+HD) 12/06/ 16:58 18:51 Sport: Football International 331 53 64 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 07/09/ 19:28 21:56 Sport: Football International 319 55 59 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 11/09/ 19:29 22:11 Sport: Football International 315 38 55 PARALYMPICS : CLOSING CEREMONY CH4 09/09/ 19:00 23:11 Sport: Special Events 314 36 52 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/09/ 19:29 21:57 Sport: Football Domestic 310 43 59 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 04/04/ 19:29 21:57 Sport: Football Domestic 307 42 47 FA CUP ITV (SD+HD) 18/02/ 16:50 19:19 Sport: Football Domestic 292 43 42 LIVE FORD MONDAY NIGHT FOOTBALL Sky Sports 1 30/04/ 19:00 22:56 Sport: Football Domestic 286 73 99 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 23/10/ 19:29 21:57 Sport: Football Domestic 283 42 55 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 14/03/ 19:29 22:34 Sport: Football Domestic 282 34 42 UEFA EURO SPA V IRE POST MATCH ITV (SD+HD) 14/06/ 21:39 21:56 Sport: Football International 281 45 66 FA CUP ITV (SD+HD) 18/03/ 15:31 18:19 Sport: Football Domestic 274 47 51 UEFA EURO GER V GRE POST MATCH ITV (SD+HD) 22/06/ 21:42 21:57 Sport: Football International 265 40 65 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 17/10/ 15:28 18:10 Sport: Football International 264 44 48 Source: BARB/Infosys+. Analysis excludes all BBC channels. -Top 50 ranked on Average Audience. Index based on All Individuals. 64

Top 50 Sports Programmes: Children 4-9, Children 4-9 Children 10-15 Title Channel Date Start End Speciality 000s Index Index UEFA EURO MATCH FRA V ENG ITV (SD+HD) 11/06/ 16:59 18:51 Sport: Football International 690 74 72 UEFA EURO MATCH ENG V UKR ITV (SD+HD) 19/06/ 19:44 21:38 Sport: Football International 548 45 68 UEFA EURO FRA V ENG POST MATCH ITV (SD+HD) 11/06/ 18:55 19:27 Sport: Football International 347 63 71 UEFA EURO MATCH SPA V FRA ITV (SD+HD) 23/06/ 19:44 21:36 Sport: Football International 333 50 68 UEFA EURO SPA V ITA ITV (SD+HD) 10/06/ 16:59 18:50 Sport: Football International 327 59 66 UEFA EURO SPA V ITA POST MATCH ITV (SD+HD) 10/06/ 18:54 18:58 Sport: Football International 270 65 66 UEFA EURO ENG V UKR PRE MATCH ITV (SD+HD) 19/06/ 18:59 19:42 Sport: Football International 232 53 59 FA CUP ITV (SD+HD) 05/05/ 15:14 19:45 Sport: Football Domestic 224 53 63 UEFA EURO MATCH GER V GRE ITV (SD+HD) 22/06/ 19:44 21:38 Sport: Football International 222 36 67 FA CUP ITV (SD+HD) 15/04/ 17:29 20:11 Sport: Football Domestic 217 49 64 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 19/05/ 18:59 23:28 Sport: Football Domestic 209 41 85 FA CUP ITV (SD+HD) 28/01/ 12:02 15:05 Sport: Football Domestic 201 63 63 UEFA EURO MATCH UKR V FRA ITV (SD+HD) 15/06/ 17:53 19:47 Sport: Football International 193 43 65 UEFA EURO MATCH POR V NED ITV (SD+HD) 17/06/ 19:43 21:37 Sport: Football International 190 31 58 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/04/ 19:29 21:57 Sport: Football Domestic 186 33 71 UEFA EURO MATCH SPA V IRE ITV (SD+HD) 14/06/ 19:43 21:36 Sport: Football International 180 32 69 UEFA EURO ENG V UKR POST MATCH ITV (SD+HD) 19/06/ 21:42 22:10 Sport: Football International 176 25 59 UEFA EURO FRA V ENG PRE MATCH ITV (SD+HD) 11/06/ 16:01 16:58 Sport: Football International 176 67 65 UEFA EURO DEN V POR POST MATCH ITV (SD+HD) 13/06/ 18:56 19:00 Sport: Football International 172 43 56 UEFA EURO MATCH DEN V POR ITV (SD+HD) 13/06/ 16:58 18:52 Sport: Football International 170 48 61 ENGLAND FRIENDLIES ITV (SD+HD) 29/02/ 19:29 22:11 Sport: Football Domestic 167 35 48 ENGLAND FRIENDLIES ITV (SD+HD) 02/06/ 16:29 19:29 Sport: Football Domestic 166 44 56 FA CUP ITV (SD+HD) 08/01/ 12:32 17:56 Sport: Football Domestic 166 44 52 UEFA EURO IRL V CRO PRE MATCH ITV (SD+HD) 10/06/ 19:17 19:44 Sport: Football International 163 47 60 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 12/10/ 19:29 22:11 Sport: Football International 161 39 60 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 15/02/ 19:29 21:57 Sport: Football Domestic 157 40 53 UEFA EURO SPA V FRA POST MATCH ITV (SD+HD) 23/06/ 21:40 22:00 Sport: Football International 154 43 55 ENGLAND FRIENDLIES ITV (SD+HD) 26/05/ 18:59 21:59 Sport: Football Domestic 153 43 66 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 07/09/ 19:28 21:56 Sport: Football International 153 52 59 PARALYMPICS : OPENING CEREMONY CH4 29/08/ 20:00 00:17 Sport: Special Events 152 26 57 UEFA EURO MATCH RUS V CZE ITV (SD+HD) 08/06/ 19:43 21:36 Sport: Football International 152 38 55 UEFA EURO GRE V CZE POST MATCH ITV (SD+HD) 12/06/ 18:55 18:59 Sport: Football International 151 45 64 FA CUP ITV (SD+HD) 18/02/ 16:50 19:19 Sport: Football Domestic 151 45 42 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 25/04/ 19:29 22:34 Sport: Football Domestic 150 31 58 UEFA EURO MATCH IRL V CRO ITV (SD+HD) 10/06/ 19:45 21:41 Sport: Football International 148 26 63 ENGLAND FRIENDLIES ITV (SD+HD) 14/11/ 19:13 21:44 Sport: Football Domestic 142 37 63 UEFA EURO MATCH POL V RUS ITV (SD+HD) 12/06/ 19:44 21:37 Sport: Football International 141 28 57 UEFA EURO SPA V FRA PRE MATCH ITV (SD+HD) 23/06/ 19:14 19:42 Sport: Football International 138 54 77 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 04/04/ 19:29 21:57 Sport: Football Domestic 136 37 47 UEFA EURO MATCH GRE V CZE ITV (SD+HD) 12/06/ 16:58 18:51 Sport: Football International 133 42 64 FA CUP ITV (SD+HD) 18/03/ 15:31 18:19 Sport: Football Domestic 128 44 51 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 17/10/ 15:28 18:10 Sport: Football International 123 40 48 LIVE FORD SUPER SUNDAY - MATCH Sky Sports 1 05/02/ 15:32 18:26 Sport: Football Domestic 116 55 55 UEFA EURO SPA V IRE PRE MATCH ITV (SD+HD) 14/06/ 19:14 19:42 Sport: Football International 116 47 46 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 14/03/ 19:29 22:34 Sport: Football Domestic 112 27 42 UEFA EURO SPA V ITA PRE MATCH ITV (SD+HD) 10/06/ 16:06 16:57 Sport: Football International 110 54 60 FOOTBALL: AJAX V MAN UTD... CH5 16/02/ 17:14 20:03 Sport: Football European Competitions 110 52 51 ENGLAND FRIENDLIES ITV (SD+HD) 15/08/ 19:29 22:10 Sport: Football Domestic 109 36 45 UEFA EUROPA LEAGUE LIVE ITV (SD+HD) 16/02/ 19:59 22:13 Sport: Football Domestic 107 37 45 FA CUP ITV (SD+HD) 29/01/ 13:03 15:56 Sport: Football Domestic 105 43 39 Source: BARB/Infosys+. Analysis excludes all BBC channels. -Top 50 ranked on Average Audience. Index based on All Individuals. 65

Top 50 Sports Programmes: Children 10-15, Children 10-15 Title Channel Date Start End Speciality 000s Index UEFA EURO MATCH ENG V UKR ITV (SD+HD) 19/06/ 19:44 21:38 Sport: Football International 799 68 UEFA EURO MATCH FRA V ENG ITV (SD+HD) 11/06/ 16:59 18:51 Sport: Football International 659 72 UEFA EURO MATCH SPA V FRA ITV (SD+HD) 23/06/ 19:44 21:36 Sport: Football International 446 68 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 19/05/ 18:59 23:28 Sport: Football Domestic 429 85 UEFA EURO MATCH GER V GRE ITV (SD+HD) 22/06/ 19:44 21:38 Sport: Football International 401 67 UEFA EURO ENG V UKR POST MATCH ITV (SD+HD) 19/06/ 21:42 22:10 Sport: Football International 401 59 UEFA EURO FRA V ENG POST MATCH ITV (SD+HD) 11/06/ 18:55 19:27 Sport: Football International 385 71 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/04/ 19:29 21:57 Sport: Football Domestic 385 71 UEFA EURO MATCH SPA V IRE ITV (SD+HD) 14/06/ 19:43 21:36 Sport: Football International 384 69 UEFA EURO SPA V ITA ITV (SD+HD) 10/06/ 16:59 18:50 Sport: Football International 359 66 UEFA EURO MATCH IRL V CRO ITV (SD+HD) 10/06/ 19:45 21:41 Sport: Football International 347 63 UEFA EURO MATCH POR V NED ITV (SD+HD) 17/06/ 19:43 21:37 Sport: Football International 345 58 PARALYMPICS : OPENING CEREMONY CH4 29/08/ 20:00 00:17 Sport: Special Events 323 57 UEFA EURO MATCH UKR V FRA ITV (SD+HD) 15/06/ 17:53 19:47 Sport: Football International 283 65 UEFA EURO MATCH POL V RUS ITV (SD+HD) 12/06/ 19:44 21:37 Sport: Football International 280 57 FA CUP ITV (SD+HD) 15/04/ 17:29 20:11 Sport: Football Domestic 279 64 UEFA EURO SPA V ITA POST MATCH ITV (SD+HD) 10/06/ 18:54 18:58 Sport: Football International 271 66 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 25/04/ 19:29 22:34 Sport: Football Domestic 270 58 FA CUP ITV (SD+HD) 05/05/ 15:14 19:45 Sport: Football Domestic 260 63 UEFA EURO ENG V UKR PRE MATCH ITV (SD+HD) 19/06/ 18:59 19:42 Sport: Football International 254 59 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 12/10/ 19:29 22:11 Sport: Football International 238 60 ENGLAND FRIENDLIES ITV (SD+HD) 26/05/ 18:59 21:59 Sport: Football Domestic 232 66 ENGLAND FRIENDLIES ITV (SD+HD) 14/11/ 19:13 21:44 Sport: Football Domestic 231 63 PARALYMPICS : CLOSING CEREMONY CH4 09/09/ 19:00 23:11 Sport: Special Events 228 52 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 11/09/ 19:29 22:11 Sport: Football International 224 55 ENGLAND FRIENDLIES ITV (SD+HD) 29/02/ 19:29 22:11 Sport: Football Domestic 222 48 UEFA EURO DEN V POR POST MATCH ITV (SD+HD) 13/06/ 18:56 19:00 Sport: Football International 220 56 UEFA EURO MATCH RUS V CZE ITV (SD+HD) 08/06/ 19:43 21:36 Sport: Football International 216 55 UEFA EURO GER V GRE POST MATCH ITV (SD+HD) 22/06/ 21:42 21:57 Sport: Football International 212 65 UEFA EURO GRE V CZE POST MATCH ITV (SD+HD) 12/06/ 18:55 18:59 Sport: Football International 211 64 UEFA EURO MATCH DEN V POR ITV (SD+HD) 13/06/ 16:58 18:52 Sport: Football International 208 61 ENGLAND FRIENDLIES ITV (SD+HD) 02/06/ 16:29 19:29 Sport: Football Domestic 207 56 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 15/02/ 19:29 21:57 Sport: Football Domestic 207 53 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/09/ 19:29 21:57 Sport: Football Domestic 207 59 UEFA EURO IRL V CRO PRE MATCH ITV (SD+HD) 10/06/ 19:17 19:44 Sport: Football International 203 60 UEFA EURO SPA V IRE POST MATCH ITV (SD+HD) 14/06/ 21:39 21:56 Sport: Football International 201 66 FA CUP ITV (SD+HD) 28/01/ 12:02 15:05 Sport: Football Domestic 199 63 UEFA EURO MATCH GRE V CZE ITV (SD+HD) 12/06/ 16:58 18:51 Sport: Football International 198 64 FA CUP ITV (SD+HD) 08/01/ 12:32 17:56 Sport: Football Domestic 194 52 UEFA EURO SPA V FRA PRE MATCH ITV (SD+HD) 23/06/ 19:14 19:42 Sport: Football International 194 77 UEFA EURO SPA V FRA POST MATCH ITV (SD+HD) 23/06/ 21:40 22:00 Sport: Football International 192 55 LIVE FORD MONDAY NIGHT FOOTBALL Sky Sports 1 30/04/ 19:00 22:56 Sport: Football Domestic 191 99 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 23/10/ 19:29 21:57 Sport: Football Domestic 183 55 UEFA EURO POR V NED POST MATCH ITV (SD+HD) 17/06/ 21:40 21:56 Sport: Football International 176 53 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 14/03/ 19:29 22:34 Sport: Football Domestic 171 42 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 06/11/ 19:29 21:57 Sport: Football Domestic 171 56 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 04/04/ 19:29 21:57 Sport: Football Domestic 170 47 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 20/11/ 19:29 21:56 Sport: Football Domestic 170 60 UEFA EURO FRA V ENG PRE MATCH ITV (SD+HD) 11/06/ 16:01 16:58 Sport: Football International 166 65 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 07/09/ 19:28 21:56 Sport: Football International 166 59 Source: BARB/Infosys+. Analysis excludes all BBC channels. -Top 50 ranked on Average Audience. Index based on All Individuals. 66

Advertising activity 67

Advertising Activity: Gambling 68

69 Summary Advertising Activity: Gambling Commercial Spots Between 2005 and the total amount of television advertising shown almost doubled from 17.4m to 34.2m spots over this period the proportion of spots accounted for by Gambling commercials increased from 0.5% to 4.1%. The total amount of Gambling commercials shown increased from 90k spots in 2005 to almost 1.4m million spots in. While advertising across all sub-categories has grown, Bingo and Online Casinos & Poker commercials represented a greater proportion of Gambling spots in compared with 2005 as Lottery & Scratch cards accounted for a smaller share. 39.5% of Gambling spots were broadcast between 0930-1659 in and a further 33.5% were broadcast between 2300-2959 exposure during both dayparts increased over the analysis period while other dayparts saw a fall in share. The Terrestrial channels accounted for 1.3% of all Gambling spots shown in the greatest proportions were shown across Other (44.2%) and Music(22.1%) channels with the Top 10 Other accounting for 8.3%.

70 Summary Advertising Activity: Gambling Impacts Adults exposure to Gambling advertising increased five-fold from 5.8bn impacts in 2005 to 30.9bn impacts in, accounting for 3.2% of all advertising seen in. ABC1 Adult impacts: 2.2bn in 2005 to 11.8bn in C2DE Adult impacts: 3.6bn in 2005 to 19.1bn in Children: 0.5bn impacts in 2005 to 1.8bn in Children 10-15: 0.3bn impacts in 2005 to 1.1bn impacts in Between 2005 and, Gambling impacts increased at a significantly faster rate than total television impacts. The volume of Lottery & Scratch card advertising seen remained relatively stable across the analysis period, although its share fell as total Gambling impacts increased over the same period the proportion represented by Bingo, Online Casino & Poker and Gambling Sports advertising increased. Exposure to Gambling commercials has been spread across the day with the largest proportion seen between 0930-1659 the proportion seen between 1700-2259 fell while exposure during the daytime and late evening increased. Compared with Adults, Children s exposure to Gambling advertising was lower between 0930-1659 and 2300-2959 and higher between 1700-2059. While the Terrestrial channels continued to account for the greatest share of Gambling impacts across all demographic groups, these channels represented a falling share of impacts as exposure across the other channel groups increased. Compared against Adult impacts, Children s exposure was lower as a share of total Gambling impacts across the Terrestrial channels and higher across Music channels.

2005 2005 Number of commercial spots (millions) Gambling Between 2005 and the total amount of television advertising shown almost doubled from 17.4m to 34.2m spots over this period the proportion of spots accounted for by Gambling commercials increased from 0.5% to 4.1% Number of total spots Share of total spots 35.0 30.0 25.0 20.0 15.0 10.0 5.0 0.0 17.4m 21.2m 25.6m 31.8m 32.7m 32.7m 32.9m 34.2m 0.6 0.7 1.0 1.4 0.5 0.2 0.2 0.1 31.3 32.1 32.1 31.9 32.8 25.4 21.0 17.3 Gambling All other categories 10 9 8 7 6 5 4 3 1 0.5% 0.7% 0.9% 1.7% 1.7% 2.1% 2.9% 4.1% 99.5% 99.3% 99.1% 98.3% 98.3% 97.9% 97.1% 95.9% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 71

Number of spots, 000s Gambling The total amount of Gambling commercials shown increased from 90k spots in 2005 to almost 1.4m million spots in Number of Spots (000s): Gambling 1500 1,389 1250 1000 750 500 250 0 955 688 537 567 234 152 90 2005 +7 +54% +129% +5% +21% +39% +45% Yr/Yr% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 72

2005 2005 Number of commercial spots (000s) Gambling While advertising across all sub-categories has grown, Bingo and Online Casinos & Poker commercials represented a greater proportion of Gambling spots in compared with 2005 as Lottery & Scratch cards accounted for a smaller share Number of spots: Gambling by sub-category Share of spots: Gambling by sub-category 1500 1250 1000 750 500 250 0 90k 152k 234k 537k 567k 688k 955k 1389k 411 91 338 201 25 532 66 148 36 16 368 302 220 255 11 38 107 62 106 106 165 179 191 224 355 Other Online casino & Poker Gambling - sports Bingo Lottery & Scratch cards 10 9 8 7 6 5 4 3 1 4.2% 3. 4.1% 2.9% 4.7% 12.3% 26.1% 23.2% 25.3% 29.2% 29.6% 35.4% 2.9% 45.9% 5.2% 6.6% 2.6% 56.1% 38.9% 37.1% 38.5% 38.3% 69.6% 69.8% 45.4% 30.8% 31.6% 27.8% 23.5% 25.6% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 73

2005 2005 Number of commercial spots (000s) Gambling 39.5% of Gambling spots were broadcast between 0930-1659 in and a further 33.5% were broadcast between 2300-2959 exposure during both dayparts increased over the analysis period while other dayparts saw a fall in share Spots by daypart: Gambling Share of spots by daypart: Gambling 1500 1250 1000 750 500 250 0 90k 152k 234k 537k 567k 688k 955k 1389k 465 350 158 154 257 111 129 200 108 55 80 96 74 84 549 87 65 330 49 224 171 230 44 67 34 35 36 55 63 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 25.9% 27.4% 27.8% 24. 35.3% 37.4% 36.7% 33.5% 10.2% 13. 12.3% 13.5% 17.8% 13. 11.6% 11.6% 11.3% 22.2% 21.4% 20.8% 15.3% 12.2% 11.3% 11.1% 28.4% 29.2% 28.7% 41.6% 30.1% 33.5% 34.6% 39.5% 10.5% 9.7% 9.2% 6.4% 6.3% 5.3% 5.8% 4.6% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 74

2005 2005 Number of commercial spots (000s) Gambling The Terrestrial channels accounted for 1.3% of all Gambling spots shown in the greatest proportions were shown across Other and Music channels with the Top 10 Other accounting for 8.3% of spots Spots by channel group: Gambling Share of spots by channel group: Gambling 1500 1250 1000 750 500 250 0 90k 152k 234k 537k 567k 688k 955k 1389k 614 453 115 126 343 75 308 318 75 306 45 198 127 45 42 116 112 77 57 58 45 59 70 79 40 31 37 20 45 53 56 64 96 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 44.3% 50.5% 54.4% 57.4% 56.2% 49.9% 47.5% 44.2% 2.7% 5.5% 8.3% 3.8% 6.7% 7.8% 6.4% 3.3% 7.6% 6.5% 7.8% 9.1% 5.4% 4.7% 27.2% 8.3% 7.4% 20.1% 15.9% 10.2% 16.9% 20.7% 22.1% 10.6% 11.6% 9.7% 7.9% 8.3% 10.4% 10.1% 8.3% 8. 5.6% 6.8% 8.6% 8.4% 9.4% 8.2% 6.7% 6.9% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 75

76 Gambling Between 2005 and, Gambling impacts increased at a significantly faster rate than total television impacts Total Commercial Impacts: All product categories Impacts, Billions 2005 % change Adults 755.4 952.9 +26% ABC1 Adults 299.1 374.4 +25% C2DE Adults 456.3 578.5 +27% Children 4-15 95.4 97.3 +2% Children 10-15 49.7 47.7-4% Total Commercial Impacts: Total Gambling Impacts, Billions 2005 % change Adults 5.8 30.9 +436% ABC1 Adults 2.2 11.8 +432% C2DE Adults 3.6 19.1 +438% Children 4-15 0.5 1.8 +272% Children 10-15 0.3 1.1 +273%

Number of impacts, bn Gambling Adults exposure to Gambling advertising increased five-fold from 5.8bn impacts in 2005 to 30.9bn impacts in, accounting for 3.2% of all advertising seen in Number of Impacts: Gambling, Adults 35.0 30.0 0.8% 1. 1.2% 1.8% 2.1% 2.2% 2.4% 3.2% Share of total impacts 30.9 25.0 20.0 15.0 10.0 5.0 5.8 8.0 9.9 15.8 18.5 21.0 22.7 0.0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =630 impacts per individual 77

2005 2005 Number of impacts, bn Gambling The volume of Lottery & Scratch card advertising seen by Adults remained relatively stable across the analysis period, although its share fell as total Gambling impacts increased over the same period the proportion represented by Bingo, Online Casino & Poker and Gambling Sports advertising increased Number of impacts: Gambling by sub-category, Adults 35 30 25 20 15 10 5 0 5.8bn 8.0bn 9.9bn 15.8bn 18.5bn 21.0bn 22.7bn 30.9bn 1.2 4.5 0.3 1.8 3.8 1.8 0.7 6.6 2.6 0.9 3.5 2.1 7.8 8.3 3.7 2.1 9.5 5.9 3.8 12.7 6.1 5.4 6.7 7.2 7.0 7.4 8.4 Other Online casino & Poker Gambling - sports Bingo Lottery & Scratch cards Share of impacts: Gambling by sub-category, Adults 10 9 8 7 6 5 4 3 1 20.1% 22.3% 78.4% 76.2% 2.6% 4.9% 11.2% 14.1% 16.7% 16.5% 19.2% 4.3% 4.8% 9.9% 9.3% 38.2% 12.4% 54.1% 41.7% 42. 39.4% 41.7% 41.2% 42.7% 39. 33.5% 32.5% 27.2% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 78

2005 2005 Number of impacts, bn Gambling Exposure to Gambling commercials has been spread across the day with the largest proportion seen between 0930-1659 the proportion seen between 1700-2259 fell while exposure during the daytime and late evening increased Impacts by daypart: Gambling, Adults Share of impacts by daypart: Gambling, Adults 35 30 25 20 15 10 5 0 5.8bn 8.0bn 9.9bn 15.8bn 18.5bn 21.0bn 22.7bn 30.9bn 5.6 6.2 3.7 3.6 3.0 4.4 2.2 4.2 7.9 4.1 3.5 6.3 1.1 5.7 0.9 2.4 5.9 5.1 0.6 2.0 10.7 1.5 3.6 4.5 4.9 7.0 7.9 2.5 3.4 1.0 0.2 1.4 2.3 0.2 0.4 0.5 0.6 0.5 0.5 0.6 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 10.3% 11. 11.6% 14.1% 16. 17.1% 16.5% 18. 25.3% 25.5% 24.3% 22.2% 22.2% 20.2% 19.4% 20.1% 43.3% 43. 36.6% 32.3% 31.9% 27. 27.5% 25.4% 18. 17.5% 23.4% 28.4% 26.6% 33.3% 34.6% 34.6% 3.2% 3. 4.2% 3. 3.2% 2.4% 2.1% 1.9% Source: BARB/Nielsen Monitor - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 79

2005 2005 Number of impacts, bn Gambling The Terrestrial channels accounted for 12.7bn Adult Gambling impacts in while the volume of impacts increased over the analysis period these channels accounted for a falling share of impacts as exposure across other channel groups increased Impacts by channel group: Gambling, Adults Share of impacts by channel group: Gambling, Adults 35 30 25 20 15 10 5 0 5.8bn 8.0bn 9.9bn 15.8bn 18.5bn 21.0bn 22.7bn 30.9bn 7.4 0.8 5.2 2.4 4.6 4.0 0.4 0.5 6.4 1.5 1.8 4.0 0.9 3.1 3.8 4.5 0.7 2.0 2.5 1.3 1.2 12.7 10.1 10.3 8.2 10.0 4.3 5.5 6.1 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 14.4% 16.1% 20.6% 25.2% 21.4% 21.9% 22.9% 23.9% 3.9% 3.7% 5.8% 8.9% 4.3% 4.9% 1.9% 4.4% 7.2% 2.3% 2.6% 11.6% 15.8% 16.9% 7.8% 7.9% 17.9% 19.9% 20.8% 73.9% 69.1% 61.2% 51.7% 54.4% 49.2% 43.8% 41.2% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 80

Number of impacts, bn Gambling ABC1 Adult impacts across the Gambling category increased from 2.2bn in 2005 to 11.8bn in, resulting in an increase in the proportion of total commercial advertising accounted for by these ads from 0.7% to 3.1% over the same period Number of Impacts: Gambling, ABC1 Adults 12.0 0.7% 1. 1.2% 1.8% 2. 2.2% 2.3% 3.1% Share of total impacts 11.8 10.0 8.0 6.0 6.2 7.3 8.0 8.4 4.0 2.0 2.2 3.1 3.8 0.0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =451 impacts per individual 81

2005 2005 Number of impacts, bn Gambling Gambling impacts among ABC1 Adults have been distributed across the day with the largest share seen between 0930-1659 this daypart along with 2300-2959 have both represented an increasing share of exposure Impacts by daypart: Gambling, ABC1 Adults Share of impacts by daypart: Gambling, ABC1 Adults 12 10 8 6 4 2 0 2.2bn 3.1bn 3.8bn 6.2bn 7.3bn 8.0bn 8.4bn 11.8bn 2.1 2.6 1.4 1.4 1.3 1.8 0.9 1.7 3.0 1.8 1.5 2.2 2.3 0.5 0.4 1.0 2.3 2.0 0.2 0.9 3.8 0.6 1.4 1.6 1.8 2.5 2.7 0.9 1.3 0.4 0.1 0.5 0.8 0.1 0.2 0.2 0.2 0.2 0.2 0.2 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 11.1% 11.9% 12.4% 15. 17.4% 17.5% 17.2% 18.2% 28.4% 28.4% 27.1% 24.5% 24.4% 22. 21.5% 22.1% 41.1% 41. 36. 31.9% 31. 27.1% 27.8% 25.8% 16.3% 15.8% 20.6% 25.9% 24.3% 31.3% 31.8% 32.1% 3.1% 2.9% 4. 2.8% 3. 2.2% 1.8% 1.7% Source: BARB/Nielsen Monitor - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 82

2005 2005 Number of impacts, bn Gambling The volume of Gambling impacts seen on the Terrestrial channels increased from 1.6bn in 2005 to 4.7bn in, the share represented by this channel group fell from 70.1% to 39.6% while the share accounted for by the Other, PSB portfolio and Sports channels increased Impacts by channel group: Gambling, ABC1 Adults Share of impacts by channel group: Gambling, ABC1 Adults 12 10 8 6 4 2 0 2.2bn 3.1bn 3.8bn 6.2bn 7.3bn 8.0bn 8.4bn 11.8bn 2.9 0.3 2.0 1.3 1.8 1.7 0.2 0.2 2.3 1.7 0.5 0.7 0.9 0.4 0.1 1.2 1.3 1.5 0.9 1.0 0.2 0.0 0.3 0.1 0.0 0.5 0.5 0.1 0.0 0.4 2.9 1.6 2.0 2.2 3.7 3.8 3.5 4.7 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 16.2% 17.8% 22.8% 28.1% 23.9% 23.1% 23.5% 24.6% 1.3% 4.9% 1.1% 4.7% 6.7% 1.1% 9.7% 5.7% 1. 2. 6.6% 2.5% 1.1% 5.7% 9.2% 2.5% 11.9% 10.9% 10.8% 15.9% 16.6% 16.4% 18.2% 19.3% 70.1% 65.7% 57.3% 47.3% 50.5% 47.6% 42.1% 39.6% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 83

Number of impacts, bn Gambling Exposure to Gambling advertising increased from 3.6bn C2DE Adult impacts in 2005 to 19.1bn impacts in, accounting for 3.3% of all television advertising seen by this demographic Number of Impacts: Gambling, C2DE Adults 20.0 0.8% 1.1% 1.3% 1.9% 2.1% 2.3% 2.4% 3.3% Share of total impacts 19.1 15.0 13.0 14.3 11.3 10.0 9.6 5.0 3.6 4.9 6.2 0.0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =833 impacts per individual 84

2005 2005 Number of impacts, bn Gambling Over a third of all Gambling advertising seen by C2DE Adults, in, was during the 0930-1659 daypart 17.9% was seen between 2300-2959 in, compared with 9.8% in 2005 Impacts by daypart: Gambling, C2DE Adults Share of impacts by daypart: Gambling, C2DE Adults 20 15 10 5 0 3.6bn 4.9bn 6.2bn 9.6bn 11.3bn 13.0bn 14.3bn 19.1bn 3.4 3.6 2.3 2.2 1.7 2.6 2.5 4.8 1.3 2.3 2.0 3.9 3.5 0.7 3.7 0.5 1.4 3.1 0.3 1.2 6.9 0.8 2.3 4.5 5.2 2.2 1.6 2.9 3.2 0.7 0.9 1.5 0.3 0.3 0.4 0.3 0.3 0.4 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 9.8% 10.5% 11.1% 13.6% 15.1% 16.9% 16. 17.9% 23.3% 23.6% 22.6% 20.7% 20.9% 19.1% 18.1% 18.8% 44.6% 44.2% 36.9% 32.5% 32.5% 26.9% 27.4% 25.2% 19.1% 18.6% 25.1% 30.1% 28.1% 34.6% 36.3% 36.2% 3.2% 3.1% 4.3% 3. 3.3% 2.5% 2.2% 2. Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 85

2005 2005 Number of impacts, bn Gambling While the volume of Gambling impacts represented by the PSB-owned channels increased from 2.9bn in 2005 to 12.2bn in, the share represented by these channels fell from 81.6% to 63.9% - over the same period the share represented by Sports and Other channels increased Impacts by channel group: Gambling, C2DE Adults Share of impacts by channel group: Gambling, C2DE Adults 20 15 10 5 0 3.6bn 4.9bn 6.2bn 1.2 0.7 0.2 0.4 0.1 0.7 0.1 0.2 0.1 0.0 0.5 2.7 3.5 3.9 9.6bn 11.3bn 13.0bn 14.3bn 19.1bn 4.5 0.5 3.2 1.2 2.7 2.2 4.2 0.8 0.2 0.3 0.9 2.2 0.4 1.9 2.5 3.0 0.3 0.1 1.5 8.1 6.4 6.5 6.4 5.2 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 13.3% 15.1% 19.2% 23.2% 19.8% 21.1% 22.5% 23.4% 3.2% 1.2% 5.3% 3. 1.1% 8.4% 3.5% 1. 3.8% 0.9% 3.6% 0.9% 1.9% 6. 2.3% 11.4% 15.7% 17.1% 6. 2.6% 6.1% 18.9% 21. 21.8% 76.3% 71.3% 63.6% 54.6% 56.9% 50.2% 44.8% 42.1% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 86

Number of impacts, bn Gambling Children s exposure to Gambling advertising increased from 0.5bn impacts in 2005 to 1.8bn impacts in representing 1.8% of all advertising seen by this group, compared with 3.2% among Adults Number of Impacts: Gambling, Children 4-15 2.0 0.5% 0.7% 0.8% 1.1% 1.2% 1.3% 1.4% 1.8% Share of total impacts 1.8 1.5 1.1 1.2 1.3 1.4 1.0 0.5 0.5 0.6 0.7 0.0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =211 impacts per individual 87

2005 2005 Number of impacts, millions Gambling In, 21.2% of Child Gambling impacts were seen between 2100-2259 and 12.8% post-2300, up from 6.7% in 2005 - compared with Adults, Children s exposure to Gambling advertising was lower between 0930-1659 and 2300-2959 and higher between 1700-2059 Impacts by daypart: Gambling, Children 4-15 Share of impacts by daypart: Gambling, Children 4-15 2000 1500 1000 500 0 0.5bn 0.6bn 0.7bn 1.1bn 1.2bn 1.3bn 1.4bn 1.8bn 104 234 127 269 171 298 170 293 228 378 559 58 481 45 437 140 164 442 495 32 111 327 319 579 248 286 285 386 424 72 103 144 15 20 28 34 41 29 28 38 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 6.7% 7.1% 8.1% 9.5% 10.4% 12.9% 12.2% 12.8% 23.3% 22. 22.9% 21.3% 22.1% 22.6% 21. 21.2% 51.8% 51.5% 44.7% 40.2% 40.7% 33.1% 34.5% 31.4% 15.1% 16.2% 20.2% 26. 23.4% 29.2% 30.3% 32.5% 3.1% 3.2% 4. 3.1% 3.4% 2.2% 2. 2.1% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 88

2005 2005 Number of impacts, millions Gambling The proportion of Gambling ads seen by Children on the Terrestrial channels fell from 65.5% in 2005 to 35.8% in with the Portfolio, Sports, Music and Other channels all accounting for growing shares compared with Adults, their share of exposure was lower across the Terrestrial channels and higher across Music channels. Impacts by channel group: Gambling, Children 4-15 Share of impacts by channel group: Gambling, Children 4-15 2000 1500 1000 500 0 0.5bn 0.6bn 0.7bn 1.1bn 1.2bn 1.3bn 1.4bn 1.8bn 459 323 282 137 289 154 308 75 96 58 99 128 336 50 33 242 245 170 258 135 192 65 28 21 35 20 92 98 31 22 16 492 576 600 553 637 313 377 380 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 19.2% 21.3% 23.9% 28. 23.7% 21.4% 23.2% 25.8% 3.3% 4.5% 3.4% 4.5% 2.7% 2.8% 5.7% 6.5% 4.9% 3. 4.8% 6.9% 7.5% 10.3% 4.6% 7.7% 13.7% 17.5% 19.9% 9.2% 8.6% 18.5% 18.4% 18.9% 65.5% 59.3% 53.3% 44.8% 47.3% 45.4% 39.6% 35.8% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 89

Number of impacts, bn Gambling The amount of Gambling advertising seen by older children increased from 0.3bn in 2005 to 1.1bn in, accounting for 2.3% of all commercial advertising seen Number of Impacts: Gambling, Children 10-15 2.0 0.6% 0.8% 0.9% 1.3% 1.5% 1.6% 1.7% 2.3% Share of total impacts 1.5 1.1 1.0 0.7 0.8 0.8 0.9 0.5 0.3 0.4 0.4 0.0 291m 380m 437m 665m 751m 786m 855m 1087m 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =262 impacts per individual 90

2005 2005 Number of impacts, millions Gambling The proportion of Gambling advertising seen by 10-15 year olds post- 2300 increased from 7.9% in 2005 to 14.8% in the proportion viewed between 0930-1659 also increased from 14.1% to 30.2% Impacts by daypart: Gambling, Children 10-15 Share of impacts by daypart: Gambling, Children 10-15 1200 1000 800 600 400 200 0 0.3bn 0.4bn 0.4bn 0.7bn 0.8bn 0.8bn 0.9bn 1.1bn 161 119 260 88 119 72 199 183 199 159 317 42 278 32 114 249 287 240 23 96 78 183 183 328 141 166 169 213 244 41 58 83 20 24 15 16 21 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 7.9% 8.4% 9.6% 10.8% 11.7% 15.1% 13.9% 14.8% 26.7% 25.3% 26. 23.9% 24.4% 25.3% 23.3% 23.9% 48.6% 48.1% 41.8% 37.4% 38.2% 30.6% 32.5% 29.2% 14.1% 15.3% 18.9% 25. 22.5% 27.1% 28.5% 30.2% 2.8% 2.9% 3.7% 2.9% 3.2% 2. 1.8% 1.9% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 91

2005 2005 Number of impacts, millions Gambling While the volume of Gambling impacts increased across all channel groups between 2005 and, the proportion represented by the Terrestrial channels fell as the shares across other channel groups rose the share represented by Music channels stood at 8.5% compared with 2.6% among Adults Impacts by channel group: Gambling, Children 10-15 Share of impacts by channel group: Gambling, Children 10-15 1200 1000 800 600 400 200 0 0.3bn 0.4bn 0.4bn 0.7bn 0.8bn 0.8bn 0.9bn 1.1bn 106 84 21 56 41 63 189 218 227 281 303 209 181 93 181 92 193 51 68 34 59 77 210 30 156 155 163 124 345 329 315 354 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 19.2% 22.1% 24.3% 29. 24.1% 23. 24.5% 27.9% 3.7% 4.4% 3.9% 6.7% 4.5% 3.1% 3.1% 6.4% 4.9% 3.5% 4.5% 7.9% 10.8% 4.4% 7.5% 14.3% 9. 8.5% 8.5% 18.7% 20.7% 19.7% 19.1% 19.3% 64.9% 57.5% 51.9% 42.3% 45.9% 41.9% 36.8% 32.6% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 92

Advertising Activity: Lottery & Scratch cards 93

94 Summary Advertising Activity: Lottery & Scratch cards Commercial Spots The number of LSC spots broadcast increased from 62k in 2005 to 355k in, accounting for 1. of all commercials shown with a 58% increase between and. The distribution of LSC spots was fairly stable between 2005 and since then there has been a notably increase in the volume and proportion of spots shown between 0930-1659. Terrestrial channels accounted for 1.5% of LSC spot broadcast in Other and Music channels represented 40. and 26.4% of spots respectively and the proportion shown across Movie channels increased to 10.7% in.

95 Summary Advertising Activity: Lottery & Scratch cards Impacts Exposure to LSC commercials almost doubled from 4.5bn Adult impacts in 2005 to 8.4bn in, accounting for 0.9% of all advertising and 27.2% of all Gambling advertising seen. ABC1 Adult impacts: 1.7bn in 2005 to 3.1bn in C2DE Adult impacts: 2.8bn in 2005 to 5.3bn in Children: 385m impacts in 2005 to 531m in Children 10-15: 236m impacts in 2005 to 323m impacts in The greatest proportion of LSC impacts was seen between 1700-2059. The share seen during this slot fell between and as the proportion seen during the 0930-1659 slot, which accounted for 61.5% of spots, increased. Compared with Adults, Children s exposure to LSC impacts was higher, as a share, during the 1700-2059 slot and lower post-2100. The volume of LSC impacts seen across the Terrestrial channels remained fairly stable over the analysis period although their share of impacts fell as the Portfolio channels represented a growing share of impacts. The Music channels accounted for a notably higher share of LSC impacts among Children compared with Adults.

Number of spots, 000s Lottery & Scratch cards The number of LSC spots broadcast increased from 62k in 2005 to 355k in, accounting for 1. of all commercials shown - with a 58% increase between and Number of Spots (000s): Lottery & Scratch cards 400 0.4% 0.5% 0.4% 0.5% 0.5% 0.6% 0.7% 1. Share of total commercial spots 355 300 200 165 179 191 224 100 62 106 106 0 2005 +7 +0.1% +55% +8% +7% +17% +58% Yr/Yr% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 96

2005 2005 Number of commercial spots (000s) Lottery & Scratch cards The distribution of LSC spots was fairly stable between 2005 and since then there has been a notably increase in the volume and proportion of spots shown between 0930-1659 Spots by daypart: Lottery & Scratch cards Share of spots by daypart: Lottery & Scratch cards 400 300 200 100 0 62k 106k 106k 165k 179k 191k 224k 355k 37 22 64 42 45 21 43 40 20 47 19 22 218 42 26 25 39 42 12 12 15 23 24 98 53 56 66 14 19 34 35 11 10 14 16 19 17 14 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 10.3% 24.8% 24.6% 23.9% 23.9% 24.2% 23.3% 18.7% 6.2% 9.2% 18.1% 11.3% 11.2% 11.5% 11.6% 12.1% 10.4% 21. 22. 22.1% 22.3% 23.5% 23.7% 22.2% 61.5% 30.2% 31.6% 33.2% 32.1% 31.3% 34.4% 43.6% 11.7% 10.6% 9.1% 8.8% 8.7% 9.7% 7.6% 3.9% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 97

2005 2005 Number of commercial spots (000s) Lottery & Scratch cards Terrestrial channels accounted for 1.5% of LSC spot broadcast in Other channels and Music channels represented 40. and 26.4% of spots respectively and the proportion shown across Movie channels increased to 10.7% in Spots by channel group: Lottery & Scratch cards Share of spots by channel group: Lottery & Scratch cards 400 300 200 100 0 62k 106k 106k 165k 179k 191k 224k 355k 142 95 38 90 85 94 16 94 46 55 8 12 11 29 32 47 64 25 27 23 21 20 12 11 10 16 14 17 15 15 20 19 22 30 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 40.1% 43.4% 51.6% 51.6% 52.3% 47.2% 42.3% 40. 2.4% 5.4% 3.3% 5.3% 2.5% 3. 4.4% 2.7% 7.1% 6.2% 3.8% 4.2% 4.5% 6.4% 6.9% 10.7% 32.2% 25.6% 19.5% 17.5% 17.9% 24.3% 28.4% 26.4% 9.3% 11.1% 9.3% 9.9% 8. 8.7% 6.8% 6.5% 6.8% 8.2% 10.2% 9.1% 11.2% 9.9% 9.8% 8.5% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 98

Number of impacts, bn Lottery & Scratch cards Exposure to LSC commercials almost doubled from 4.5bn Adult impacts in 2005 to 8.4bn in, accounting for 0.9% of all advertising seen and 27.2% of all Gambling advertising seen Number of Impacts: Lottery & Scratch cards, Adults 9.0 8.0 7.0 6.0 5.0 4.0 3.0 2.0 1.0 0.0 0.6% 0.8% 0.7% 0.8% 0.8% 0.7% 0.8% 0.9% %of total imps 78.4% 76.2% 54.1% 42.7% 39. 33.5% 32.5% 27.2% % Gambling imps 8.4 4.5 6.1 5.4 6.7 7.2 7.0 2005 7.4 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =171 impacts per individual 99

2005 2005 Number of impacts, bn Lottery & Scratch cards The greatest proportion of LSC impacts was seen between 1700-2059 the share seen during this slot fell from 40.2% in to 35.1% in as the proportion seen during the 0930-1659 slot, which accounted for 61.5% of spots, increased from 22.7% in to 29.3% in Impacts by daypart: Lottery & Scratch cards, Adults Share of impacts by daypart: Lottery & Scratch cards, Adults 4.5bn 6.1bn 5.4bn 6.7bn 7.2bn 7.0bn 7.4bn 8.4bn 9 8 7 6 5 4 3 2 1 0 0.8 0.8 0.8 0.8 0.7 2.0 0.6 1.8 1.9 1.6 0.6 1.8 1.6 0.5 1.4 3.0 1.2 2.9 2.7 3.0 2.8 2.7 2.3 2.0 2.5 0.7 1.0 1.0 1.3 1.5 1.7 1.7 0.1 0.1 0.1 0.1 0.2 0.2 0.2 0.2 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 10.6% 10.6% 10.8% 11. 11.5% 11.8% 10.5% 10.1% 25.9% 26.6% 25.9% 26.6% 25.6% 23.5% 24.1% 23.6% 35.1% 44.3% 44.9% 42.4% 41.1% 39.5% 38.1% 40.2% 16.5% 16. 18.8% 19.1% 21.1% 23.9% 22.7% 29.3% 2.7% 1.9% 2. 2.1% 2.3% 2.8% 2.6% 1.9% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 100

2005 2005 Number of impacts, bn Lottery & Scratch cards The volume of LSC impacts seen across the Terrestrial channels remained fairly stable but their share fell from 75.5% in 2005 to 47.5% in 25. of impacts were seen across the Portfolio channels and a further 18.6% on Other channels Impacts by channel group: Lottery & Scratch cards, Adults Share of impacts by channel group: Lottery & Scratch cards, Adults 9 8 7 6 5 4 3 2 1 0 4.5bn 6.1bn 5.4bn 6.7bn 7.2bn 7.0bn 7.4bn 8.4bn 1.6 1.3 1.5 1.4 1.4 0.3 0.8 0.2 0.3 0.2 0.2 0.2 2.1 0.6 1.0 1.0 1.2 1.4 1.9 0.6 0.2 0.3 0.2 0.7 3.4 4.3 3.4 4.1 4.1 3.8 3.6 4.0 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 12.7% 13.6% 19.1% 20.2% 20.8% 20.1% 17.7% 18.6% 3.5% 1.4% 3.6% 1.2% 6.3% 9.6% 3.1% 1.1% 3.1% 1. 2.7% 1.2% 2.3% 2.7% 3.4% 3.7% 2.9% 3. 12.1% 14.2% 17.2% 19.6% 25.2% 25. 75.5% 71.3% 64. 60.4% 57.3% 53.7% 49. 47.5% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 101

Number of impacts, bn Lottery & Scratch cards Among ABC1 Adults, exposure to LSC commercials increased from 1.7bn impacts in 2005 to 3.1bn impacts in, a share of 0.8% of all commercial advertising seen Number of Impacts: Lottery & Scratch cards, ABC1 Adults 4.0 0.6% 0.8% 0.7% 0.8% 0.8% 0.7% 0.8% 0.8% %of total imps 78.8% 76.7% 54.5% 42.9% 39.6% 33.8% 33. 26.6% % Gambling imps 3.0 2.0 1.7 2.4 2.1 2.7 2.9 2.7 2.8 3.1 1.0 0.0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =120 impacts per individual 102

2005 2005 Number of impacts, bn Lottery & Scratch cards The proportion of impacts seen between 0930-1659 increased from 14.9% in 2005 to 27.2% in while the share seen post-1700 fell over the same period Impacts by daypart: Lottery & Scratch cards, ABC1 Adults Share of impacts by daypart: Lottery & Scratch cards, ABC1 Adults 4 3 2 1 0 1.7bn 2.4bn 2.1bn 2.7bn 2.9bn 2.7bn 2.8bn 3.1bn 0.3 0.3 0.3 0.4 0.3 0.3 0.2 0.8 0.8 0.7 0.7 0.8 0.2 0.7 0.6 1.1 0.5 1.1 1.0 1.1 1.1 1.0 0.8 0.7 0.9 0.3 0.3 0.3 0.5 0.6 0.6 0.6 0.1 0.1 0.1 0.1 0.1 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 11.4% 11.4% 11.5% 11.7% 12.2% 11.9% 10.6% 9.9% 29.1% 29.6% 28.7% 28.8% 27.9% 25.7% 26.6% 25.8% 42. 42.5% 41.1% 39.9% 38.2% 37.6% 39.6% 35.3% 14.9% 14.6% 16.7% 17.5% 19.4% 22.4% 21.1% 27.2% 2.6% 1.9% 2. 2.1% 2.3% 2.5% 2.1% 1.8% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 103

2005 2005 Number of impacts, bn Lottery & Scratch cards The volume of LSC impacts seen across the Terrestrial channels remained stable but fell as a share from 72. in 2005 to 48. in over the same period exposure increased across the Portfolio and Other channels Impacts by channel group: Lottery & Scratch cards, ABC1 Adults Share of impacts by channel group: Lottery & Scratch cards, ABC1 Adults 4 3 2 1 0 1.7bn 2.4bn 2.1bn 2.7bn 2.9bn 2.7bn 2.8bn 3.1bn 0.6 0.7 0.5 0.6 0.6 0.1 0.3 0.1 0.1 0.1 0.1 0.1 0.4 0.2 0.5 0.7 0.2 0.4 0.5 0.7 0.1 0.1 0.1 0.3 1.6 1.5 1.6 1.3 1.3 1.4 1.4 1.5 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 14.2% 14.6% 21. 23. 22.7% 20.7% 17.9% 18.9% 1.4% 4.5% 1.2% 4.6% 7.2% 10.5% 4. 1. 3.9% 1.1% 3.4% 1.2% 2.4% 2.8% 4.2% 5.1% 2.8% 4.1% 12.5% 14.4% 17.1% 18.8% 23.8% 23.8% 72. 68.4% 60.8% 56.7% 54.7% 53.1% 49. 48. Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 104

Number of impacts, bn Lottery & Scratch cards LSC impacts increased from 2.8bn in 2005 to 5.3bn in among C2DE Adults an increase of 89% Number of Impacts: Lottery & Scratch cards, C2DE Adults 6.0 5.0 4.0 3.0 0.6% 0.8% 0.7% 0.8% 0.8% 0.8% 0.8% 0.9% %of total imps 78.1% 75.8% 53.8% 42.6% 38.6% 33.3% 32.2% 27.5% % Gambling imps 2.8 3.7 3.3 4.1 4.3 4.3 4.6 5.3 2.0 1.0 0.0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =229 impacts per individual 105

2005 2005 Number of impacts, bn Lottery & Scratch cards The proportion of LSC impacts seen between 0930-1659 increased from 17.6% in 2005 to 30.5% in as the proportion seen between 1700-2059 fell from 45.7% to 35.1% over the same period Impacts by daypart: Lottery & Scratch cards, C2DE Adults Share of impacts by daypart: Lottery & Scratch cards, C2DE Adults 2.8bn 3.7bn 3.3bn 4.1bn 4.3bn 4.3bn 4.6bn 5.3bn 6 5 4 3 2 1 0 0.5 0.5 0.5 0.5 1.2 0.4 0.4 1.0 1.0 1.0 0.3 1.0 0.9 0.3 0.8 1.8 0.7 1.8 1.7 1.9 1.7 1.7 1.4 1.3 1.6 0.5 0.6 0.7 0.8 1.0 1.1 1.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 10. 10. 10.4% 10.5% 11.1% 11.7% 10.4% 10.2% 23.9% 24.7% 24.2% 25.2% 24.1% 22. 22.6% 22.3% 35.1% 45.7% 46.3% 43.3% 42. 40.3% 38.5% 40.6% 17.6% 17. 20. 20.2% 22.2% 24.8% 23.7% 30.5% 2.8% 1.9% 2.1% 2.1% 2.4% 2.9% 2.8% 1.9% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 106

2005 2005 Number of impacts, bn Lottery & Scratch cards The volume of LSC impacts seen across the Terrestrial channels remained fairly consistent between 2005 and but fell as a share of total exposure to LSC advertising as the volume and share of impacts increased across the Portfolio and Other channels Impacts by channel group: Lottery & Scratch cards, C2DE Adults Share of impacts by channel group: Lottery & Scratch cards, C2DE Adults 6 5 4 3 2 1 0 2.8bn 3.7bn 3.3bn 4.1bn 4.3bn 4.3bn 4.6bn 5.3bn 1.0 0.8 0.8 0.9 0.1 0.8 0.5 0.1 0.1 0.1 0.1 0.1 1.4 0.3 0.6 0.6 0.7 0.9 1.2 0.3 0.1 0.2 0.1 0.4 2.7 2.6 2.6 2.2 2.2 2.3 2.3 2.5 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 11.7% 13. 17.9% 18.4% 19.5% 19.8% 17.5% 18.4% 2.8% 2.9% 5.7% 9. 2.6% 2.6% 2.2% 2.9% 2.8% 11.8% 2.4% 14.1% 17.2% 20.1% 26. 25.7% 77.8% 73.2% 66. 62.9% 59. 54.1% 49. 47.3% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 107

Number of impacts, miilions Lottery & Scratch cards LSC impacts accounted for 0.5% of all advertising seen by Children in, with exposure increasing from 385m impacts in 2005 to 531m impacts in Number of Impacts: Lottery & Scratch cards, Children 4-15 600.0 500.0 400.0 0.4% 0.5% 0.4% 0.5% 0.6% 0.5% 0.5% 0.5% %of total imps 80.4% 78.2% 57.8% 46.5% 45.6% 37.3% 36.1% 29.8% % Gambling imps 555 497 511 493 504 531 385 412 300.0 200.0 100.0 0.0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =63 impacts per individual 108

2005 2005 Number of impacts, millions Lottery & Scratch cards The largest share of LSC impacts was seen between 1700-2059, accounting for 41.4% of impacts compared with 35.1% among Adults exposure during this daypart declined as a share of all exposure as impacts during the 0930-1659 slot increased between 2005 and Impacts by daypart: Lottery & Scratch cards, Children 4-15 Share of impacts by daypart: Lottery & Scratch cards, Children 4-15 600 500 400 300 200 100 0 385m 497m 412m 511m 555m 493m 26 90 203 34 110 263 30 95 208 32 116 256 125 267 116 113 212 237 113 220 156 56 78 70 95 113 111 109 10 11 9 12 13 13 11 10 37 40 504m 531m 34 32 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 6.8% 6.8% 7.3% 6.2% 6.7% 8.1% 6.7% 6. 23.5% 22.2% 23.2% 22.7% 22.5% 23.6% 22.5% 21.2% 52.7% 53. 50.4% 50.1% 48.1% 43. 47. 41.4% 14.4% 15.7% 16.9% 18.5% 20.3% 22.6% 21.6% 29.5% 2.6% 2.3% 2.3% 2.4% 2.4% 2.7% 2.2% 1.9% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 109

2005 2005 Number of impacts, millions Lottery & Scratch cards In, Music channels accounted for 8.3% of all LSC impacts among Children compared with 2.9% among Adults the PSBowned channels accounted for lower shares of impacts Impacts by channel group: Lottery & Scratch cards, Children 4-15 Share of impacts by channel group: Lottery & Scratch cards, Children 4-15 600 500 400 300 200 100 0 385m 497m 412m 511m 555m 493m 504m 531m 145 117 98 131 98 99 18 20 23 15 15 33 40 44 70 96 17 17 20 18 55 77 104 17 14 16 11 99 108 26 113 57 298 255 266 266 228 242 230 226 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 18.3% 19.8% 23.3% 25.6% 26.1% 19.9% 19.7% 22.1% 3.6% 4.3% 3.5% 4.6% 2.8% 6.6% 7.9% 6.8% 3.9% 2.9% 3.3% 3.7% 3.5% 11.1% 2.6% 4. 8.3% 3.4% 13.8% 15.1% 18.8% 20.1% 21.5% 21.3% 66.2% 60. 55.4% 52. 47.9% 49. 45.5% 42.6% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 110

Number of impacts, millions Lottery & Scratch cards Among older children, exposure to LSC advertising increased from 236m impacts in 2005 to 323m impacts in with a peak of 347m impacts in Number of Impacts: Lottery & Scratch cards, Children 10-15 400 300 0.5% 0.6% 0.5% 0.6% 0.7% 0.6% 0.6% 0.7% %of total imps 81. 78.6% 58.1% 46.7% 46.2% 38. 36.6% 29.7% % Gambling imps 236 299 254 310 347 299 313 323 200 100 0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =78 impacts per individual 111

2005 2005 Number of impacts, millions Lottery & Scratch cards The greatest increase in exposure was seen during the 0930-1659 daypart as impacts increased from 32m in 2005 to 91m in the share of impacts seen during this slot increased as the proportion seen between 1700-2059 fell Impacts by daypart: Lottery & Scratch cards, Children 10-15 400 300 200 100 0 236m 299m 254m 310m 347m 19 64 116 24 76 147 22 67 119 22 80 146 156 119 138 125 32 45 41 56 70 91 64 66 5 7 5 7 8 7 6 5 26 86 299m 313m 323m 28 79 24 78 22 79 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 Share of impacts by daypart: Lottery & Scratch cards, Children 10-15 10 9 8 7 6 5 4 3 1 7.9% 8. 8.5% 7. 7.6% 9.4% 7.8% 6.9% 27. 25.4% 26.3% 25.7% 24.9% 26.6% 24.8% 24.3% 49.3% 49.3% 47. 46.9% 45. 40. 44.1% 38.8% 13.4% 14.9% 16.1% 18.1% 20.2% 21.6% 21.2% 28.3% 2.3% 2.2% 2.2% 2.4% 2.3% 2.4% 2.1% 1.6% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 112

2005 2005 Number of impacts, millions Lottery & Scratch cards While the proportion of LSC impacts seen by 10-15 year olds across the Portfolio channels increased from 7. in 2005 to 21.9% in, the fall in share across the Terrestrial channels led to an overall fall in share across the PSB-owned channels - Music channels accounted for 9. of impacts Impacts by channel group: Lottery & Scratch cards, Children 10-15 Share of impacts by channel group: Lottery & Scratch cards, Children 10-15 400 300 200 100 0 236m 299m 254m 310m 347m 88 60 80 14 12 8 43 14 59 10 10 35 69 10 10 50 17 37 155 175 139 157 164 299m 313m 323m 61 65 76 22 28 29 10 12 11 64 70 71 138 134 129 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 18.1% 20.2% 23.1% 25.8% 25.5% 20.4% 20.8% 23.6% 4. 4.3% 4. 4.6% 3. 7.5% 7. 4. 3.2% 4. 8.9% 3.1% 2.4% 3.4% 11.7% 3.8% 9. 14.5% 3.4% 16.2% 19.9% 21.5% 22.3% 21.9% 65.8% 58.5% 54.5% 50.6% 47.2% 46.3% 42.7% 39.8% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 113

Advertising Activity: Gambling exc. Lottery & S/C 114

115 Summary Advertising Activity: Gambling exc. Lottery & S/C Commercial Spots The volume of GexLSC spots aired increased from 27k in 2005 to 1.0m in, with an increase of 41% between and. The majority of GexLSC advertising was shown post-2100, accounting for 54.6% of spots in - the volume and share of commercials shown between 0930-1659 increased between 2005 and. The greatest proportion of GexLSC spots were shown across Other channels in, although this share fell between and as advertising across the Music and Top 10 Other channels increased.

116 Summary Advertising Activity: Gambling exc. Lottery & S/C Impacts Adult exposure to GexLSC advertising rose from 1.2bn impacts in 2005 to 22.5bn impacts in, accounting for 2.4% of all commercial advertising seen. ABC1 Adult impacts: 0.5bn in 2005 to 8.6bn in C2DE Adult impacts: 0.8bn in 2005 to 13.9bn in Children: 94m impacts in 2005 to 1.3bn in Children 10-15: 55m impacts in 2005 to 764m impacts in The volume of GexLSC impacts increased across all dayparts between and with the greatest proportion seen between 0930-1659 the share seen post-2100 increased between 2005 and as the share seen between 1700-2059 fell. Amongst Children, while the greatest share of GexLSC impacts was seen between 0930-1659, the proportion seen post-2100 stood at 36.9% in. Compared with Adults, a greater share of impacts was seen between 1700-2259. The volume of GexLSC advertising seen across all PSB-owned channels increased each year across the analysis period although the share of impacts represented by these channels fell (as a result of a reduced share of impacts across the Terrestrial channels) as impacts increased across the Sports channels. Compared with Adults, a greater proportion of Child GexLSC impacts were seen across the Music and Other channels and a lower proportion was seen across the Terrestrial channels.

Number of spots, 000s Gambling exc. Lottery & S/C The volume of GexLSC spots aired increased from 27k in 2005 to 1.0m in, with an increase of 41% between and Number of Spots (000s): Gambling exc. Lottery & S/C 1200 1000 0.2% 0.2% 0.5% 1.2% 1.2% 1.5% 2.2% 3. Share of total commercial spots 1,034 800 731 600 400 372 388 497 200 0 128 27 46 2005 +69% +178% +191% +4% +28% +47% +41% Yr/Yr% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 117

2005 2005 Number of commercial spots (000s) Gambling exc. Lottery & S/C The majority of GexLSC advertising was shown post-2100, accounting for 54.6% of spots in - the volume and share of commercials shown between 0930-1659 increased between 2005 and Spots by daypart: Gambling exc. Lottery & S/C Share of spots by daypart: Gambling exc. Lottery & S/C 1200 1000 800 600 400 200 0 27k 46k 128k 372k 388k 497k 731k 1,034k 429 308 136 213 91 89 157 36 60 52 330 233 40 170 114 164 32 20 20 18 38 49 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 28.5% 33.8% 31.1% 24. 40.5% 42.8% 42.2% 41.5% 9.6% 16.8% 14.8% 15.2% 15.2% 13.5% 12.1% 12.4% 13.1% 22.6% 19.9% 19.6% 11.4% 8.4% 8.4% 8.7% 45.8% 24.2% 23.7% 25. 29.5% 33.1% 31.8% 32. 7.9% 7.8% 9.2% 5.3% 5.1% 3.6% 5.2% 4.8% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 118

2005 2005 Number of commercial spots (000s) Gambling exc. Lottery & S/C The greatest proportion of GexLSC spots was shown across Other channels in - this share fell between and as advertising across the Music and Top 10 Other channels increased Spots by channel group: Gambling exc. Lottery & S/C Share of spots by channel group: Gambling exc. Lottery & S/C 1200 1000 800 600 400 200 0 27k 46k 128k 372k 388k 497k 731k 1,034k 472 359 253 88 223 225 59 213 73 37 134 70 89 44 53 64 30 33 37 42 66 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 53.8% 66.9% 56.8% 60. 57.9% 50.9% 49.1% 45.7% 9. 3.3% 7.9% 8.8% 5.8% 4. 8.6% 6.4% 5.6% 7.4% 8.1% 10.3% 15.6% 4.9% 8. 8.8% 8.9% 6.6% 13. 14. 18.3% 20.6% 7.6% 16.8% 7.5% 6.7% 7.6% 11.5% 10.7% 6.4% 8.7% 8.6% 3.3% 7.2% 8.1% 8.6% 7.5% 5.7% 6.3% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 119

Number of impacts, bn Gambling exc. Lottery & S/C Adult exposure to GexLSC advertising rose from 1.2bn impacts in 2005 to 22.5bn impacts in, accounting for 2.4% of all commercial advertising seen Number of Impacts: Gambling exc. Lottery & S/C, Adults 25.0 0.2% 0.2% 0.6% 1. 1.3% 1.5% 1.6% 2.4% %of total imps 21.6% 23.8% 45.9% 57.3% 61. 66.5% 67.5% 72.8% % Gambling imps 22.5 20.0 15.0 10.0 9.0 11.3 13.9 15.3 5.0 0.0 1.2 1.9 4.6 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =459 impacts per individual 120

2005 2005 Number of impacts, bn Gambling exc. Lottery & S/C The volume of GexLSC impacts increased across all dayparts between and with the greatest proportion seen between 0930-1659 the share seen post-2100 increased between 2005 and as the share seen between 1700-2059 fell Impacts by daypart: Gambling exc. Lottery & S/C, Adults Share of impacts by daypart: Gambling exc. Lottery & S/C, Adults 25 20 15 10 5 0 1.2bn 1.9bn 4.6bn 9.0bn 11.3bn 13.9bn 15.3bn 22.5bn 4.7 4.2 3.0 2.8 2.6 4.9 2.1 2.6 1.5 2.3 3.3 1.7 3.0 3.1 2.3 8.2 1.0 5.3 6.2 1.4 3.2 3.4 0.7 1.3 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 9.2% 12.5% 12.4% 16.5% 18.9% 19.8% 19.4% 21. 22.8% 21.8% 22.4% 18.9% 20.1% 18.5% 17.1% 18.7% 39.7% 36.9% 29.7% 25.7% 27.1% 21.4% 21.4% 21.8% 23.5% 22.1% 28.8% 35.4% 30.2% 38.1% 40.4% 36.6% 4.8% 6.7% 6.7% 3.6% 3.7% 2.2% 1.8% 1.9% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 121

2005 2005 Number of impacts, bn Gambling exc. Lottery & S/C The volume of GexLSC advertising seen across the PSB-owned channels increased to 13.1bn Adult impacts in this fell as a share to 58. of GexLSC impacts as exposure across the Sports channels has increased Impacts by channel group: Gambling exc. Lottery & S/C, Adults Share of impacts by channel group: Gambling exc. Lottery & S/C, Adults 25 20 15 10 5 0 1.2bn 1.9bn 4.6bn 9.0bn 2.6 0.5 1.5 1.0 0.5 4.1 2.6 1.2 11.3bn 13.9bn 15.3bn 22.5bn 5.8 2.2 3.9 3.2 2.5 1.3 1.5 4.3 0.7 1.9 2.4 2.7 5.9 6.5 6.3 8.7 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 20.8% 24.3% 22.3% 21.8% 22.7% 28.8% 25.4% 25.9% 5.3% 1. 4.1% 4.1% 5.8% 6.3% 1.8% 6.7% 1. 9.1% 2.2% 2.4% 11. 5.4% 16.8% 9.8% 9.7% 17. 17.1% 17.4% 19.2% 67.8% 62.2% 57.8% 45.2% 52.6% 47. 41.3% 38.8% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 122

Number of impacts, bn Gambling exc. Lottery & S/C GexLSC impacts accounted for 2.3% of all television advertising seen by ABC1 Adults with impacts increasing from 0.5bn in 2005 to 8.6bn in Number of Impacts: Gambling exc. Lottery & S/C, ABC1 Adults 9.0 0.2% 0.2% 0.5% 1. 1.2% 1.4% 1.5% 2.3% %of total imps 21.2% 23.3% 45.5% 57.1% 60.4% 66.2% 67. 73.4% % Gambling imps 8.6 8.0 7.0 6.0 5.0 4.0 3.5 4.4 5.3 5.6 3.0 2.0 1.0 0.5 0.7 1.7 0.0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =331 impacts per individual 123

200 5 200 6 200 7 200 8 200 9 201 0 201 2 2005 Number of impacts, bn Gambling exc. Lottery & S/C While a third of all GexLSC impacts were seen between 0930-1659, this share fell between and as the share seen post-2100 increased Impacts by daypart: Gambling exc. Lottery & S/C, ABC1 Adults Share of impacts by daypart: Gambling exc. Lottery & S/C, ABC1 Adults 9 8 7 6 5 4 3 2 1 0 0.5bn0.7bn 1.7bn 3.5bn 4.4bn 5.3bn 5.6bn 8.6bn 1.8 1.8 1.1 1.2 0.9 1.1 1.9 1.1 0.6 1.0 1.1 1.2 0.8 0.9 1.2 2.9 0.4 1.9 2.1 0.5 1.1 1.2 0.4 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 9.9% 13.5% 13.4% 17.4% 20.7% 20.3% 20.5% 21.2% 25.7% 24.4% 25.3% 21.3% 22.1% 20. 18.9% 20.8% 38. 35.9% 29.9% 25.9% 26.2% 21.8% 21.9% 22.3% 21.6% 19.8% 25.2% 32.1% 27.5% 35.8% 37. 33.9% 4.8% 6.4% 6.4% 3.3% 3.5% 2. 1.6% 1.7% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 124

2005 2005 Number of impacts, bn Gambling exc. Lottery & S/C The volume of GexSC impacts seen across the Terrestrial channels increased from 2.2bn in to 3.2bn in although the proportion of impacts delivered across this channel group fell year-on-year as the proportion seen on the Portfolio channels increased Impacts by channel group: Gambling exc. Lottery & S/C, ABC1 Adults Share of impacts by channel group: Gambling exc. Lottery & S/C, ABC1 Adults 9 8 7 6 5 4 3 2 1 0 0.5bn 0.7bn 1.7bn 3.5bn 4.4bn 5.3bn 5.6bn 8.6bn 2.3 1.1 1.5 1.3 1.1 1.5 0.6 0.8 1.1 0.4 0.8 0.7 0.9 0.2 0.4 0.6 3.2 2.1 2.4 2.2 1.4 0.9 0.3 0.4 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 23.8% 28.1% 24.9% 24.7% 24.3% 26.2% 32. 26.7% 6.4% 1.1% 1.8% 4.6% 5.1% 7.7% 8.8% 2.3% 2.3% 1.2% 11.7% 7.2% 11.1% 7.1% 13.8% 13.3% 16.3% 15.2% 17.1% 15.4% 17.6% 62.9% 56.9% 53. 40.2% 47.8% 44.9% 38.7% 36.6% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 125

Number of impacts, bn Gambling exc. Lottery & S/C Among C2DE Adults, exposure to GexLSC advertising increased from 0.8bn impacts in 2005 to 13.9bn impacts in, with a 4.2bn increase in impacts between and Number of Impacts: Gambling exc. Lottery & S/C, C2DE Adults 0.2% 0.3% 0.6% 1.1% 1.3% 1.5% 1.6% 2.4% %of total imps 21.9% 24.2% 46.2% 57.4% 61.4% 66.7% 67.8% 72.5% % Gambling imps 14.0 13.9 12.0 10.0 8.0 6.0 5.5 6.9 8.7 9.7 4.0 2.0 0.0 0.8 1.2 2.8 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =603 impacts per individual 126

2005 2005 Number of impacts, bn Gambling exc. Lottery & S/C Over the analysis period the proportion of GexLSC impacts seen between 1700-2059 fell to 21.4% as the share seen between both 0930-1659 and post-2100 increased to 38.3% Impacts by daypart: Gambling exc. Lottery & S/C, C2DE Adults Share of impacts by daypart: Gambling exc. Lottery & S/C, C2DE Adults 14 12 10 8 6 4 2 0 0.8bn 1.2bn 2.8bn 0.3 0.6 0.8 0.9 5.5bn 6.9bn 8.7bn 9.7bn 13.9bn 2.9 2.4 1.8 1.7 1.5 3.0 1.2 1.5 0.9 1.3 2.0 1.8 1.0 1.9 1.4 5.3 3.4 4.1 2.1 2.2 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 8.9% 12. 11.9% 15.8% 17.7% 19.5% 18.7% 20.8% 21. 20.2% 20.7% 17.4% 18.8% 17.6% 16. 17.5% 40.7% 37.5% 29.5% 25.5% 27.6% 21.2% 21.1% 21.4% 24.6% 23.6% 31.1% 37.4% 31.9% 39.4% 42.3% 38.3% 4.8% 6.8% 6.9% 3.8% 3.9% 2.3% 1.9% 2. Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 127

2005 2005 Number of impacts, bn Gambling exc. Lottery & S/C The volume of GexLSC impacts seen by C2DE Adults increased across all channel groups between and with a 2.5m increase across PSB-owned channels and a increase in the share of impacts seen across the Portfolio channels to 20.3% Impacts by channel group: Gambling exc. Lottery & S/C, C2DE Adults Share of impacts by channel group: Gambling exc. Lottery & S/C, C2DE Adults 14 12 10 8 6 4 2 0 0.8bn 1.2bn 2.8bn 0.6 0.3 1.7 0.6 0.8 5.5bn 6.9bn 8.7bn 9.7bn 13.9bn 3.5 0.3 1.0 2.4 1.9 2.8 0.2 0.2 1.4 0.7 0.7 0.3 1.5 1.6 1.8 1.2 0.2 0.9 5.6 3.8 4.2 4.1 2.7 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 18.9% 22. 20.7% 20. 26.8% 21.8% 24.9% 25.3% 4.6% 3.8% 3.5% 4.6% 4.8% 1.7% 6.5% 10.9% 4.3% 7.5% 2.1% 2.5% 17.1% 7.5% 7.4% 16.9% 18.2% 18.5% 20.3% 70.8% 65.3% 60.7% 48.5% 55.6% 48.3% 42.8% 40.1% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 128

Number of impacts, millions Gambling exc. Lottery & S/C GexLSC impacts accounted for 1.3% of all television advertising seen by Children in compared with 2.4% of advertising seen by Adults the volume of impacts increased from 94m to 1.3bn over the analysis period Number of Impacts: Gambling exc. Lottery & S/C, Children 4-15 1400 1200 0.1% 0.1% 0.3% 0.6% 0.7% 0.8% 0.9% 1.3% %of total imps 19.6% 21.8% 42.2% 53.5% 54.4% 62.7% 63.9% 70.2% % Gambling imps 1,251 1000 800 600 587 662 828 892 400 301 200 94 139 0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =148 impacts per individual 129

2005 2005 Number of impacts, millions Gambling exc. Lottery & S/C While the greatest share of GexLSC impacts was seen between 0930-1659, the proportion seen post-2100 stood at 36.9% in compared with Adults, a greater share of impacts was seen between 1700-2259 Impacts by daypart: Gambling exc. Lottery & S/C, Children 4-15 Share of impacts by daypart: Gambling exc. Lottery & S/C, Children 4-15 1400 1200 1000 800 600 400 200 0 94m 139m 301m 587m 662m 828m 892m 1251m 196 265 131 136 180 90 181 339 72 144 118 245 225 185 229 68 423 111 191 172 275 314 30 45 64 74 21 27 16 17 28 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 6.5% 8.2% 9.3% 12.3% 13.6% 15.8% 15.3% 15.7% 22.3% 21.3% 22.6% 20. 21.7% 21.9% 20.1% 21.2% 47.9% 46.1% 37. 31.6% 34.5% 27.2% 27.4% 27.1% 17.9% 18. 24.7% 32.5% 26.1% 33.2% 35.2% 33.8% 5.4% 6.4% 6.3% 3.6% 4.1% 1.9% 1.9% 2.2% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 130

2005 2005 Number of impacts, millions Gambling exc. Lottery & S/C The share of GexLSC impacts seen by Children across the Terrestrial channels stood at 32.9% in, compared with 38.9% amongst Adults 7.4% were seen across the Music channels compared with 2.4% amongst Adults Impacts by channel group: Gambling exc. Lottery & S/C, Children 4-15 Share of impacts by channel group: Gambling exc. Lottery & S/C, Children 4-15 1400 1200 1000 800 600 400 200 0 94m139m 301m 587m 662m 828m 892m 1251m 342 184 224 93 136 144 43 56 82 177 108 223 43 146 138 149 33 74 115 41 310 358 411 323 37 226 152 59 79 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 22.9% 26.6% 24.6% 30.1% 21.7% 22.3% 25.1% 27.3% 2. 5.6% 2.8% 2.7% 5.1% 4.1% 6.4% 7.4% 13.6% 3.1% 5.7% 19.6% 2.2% 6.5% 5.2% 9.9% 6.3% 7.4% 20.8% 12.1% 10.9% 17.6% 16.7% 17.8% 62.5% 56.9% 50.5% 38.5% 46.8% 43.3% 36.2% 32.9% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 131

Number of impacts, millions Gambling exc. Lottery & S/C Exposure to GexLSC advertising amongst older children increased from 55m impacts in 2005 to 764m impacts in, representing 1.6% of all television advertising seen Number of Impacts: Gambling exc. Lottery & S/C, Children 10-15 800 0.1% 0.2% 0.4% 0.7% 0.8% 1. 1.1% 1.6% %of total imps 19. 21.4% 41.9% 53.3% 53.8% 62. 63.4% 70.3% % Gambling imps 764 600 487 542 400 354 404 200 55 81 183 0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =184 impacts per individual 132

2005 2005 Number of impacts, millions Gambling exc. Lottery & S/C In, 41.9% of GexLSC impacts were seen post-2100, an increase from 39.7% in - compared with Adults, a greater share of impacts was seen between 1700-2259 Impacts by daypart: Gambling exc. Lottery & S/C, Children 10-15 Share of impacts by daypart: Gambling exc. Lottery & S/C, Children 10-15 800 700 600 500 400 300 200 100 0 55m 81m 183m 354m 404m 487m 542m 764m 138 181 94 90 61 121 50 120 192 97 79 140 121 20 103 131 47 237 63 110 99 148 178 20 25 35 14 42 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 7.7% 9.7% 11.1% 14.1% 15.2% 18.6% 17.4% 18.1% 25.4% 24.7% 25.6% 22.3% 23.9% 24.6% 22.4% 23.7% 45.3% 43.3% 34.6% 29.1% 32.4% 24.8% 25.8% 25.1% 16.8% 16.8% 22.8% 31. 24.5% 30.4% 32.8% 31. 4.7% 5.4% 5.9% 3.4% 4. 1.7% 1.7% 2.1% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 133

2005 2005 Number of impacts, millions Gambling exc. Lottery & S/C Compared with Adults, a higher proportion of 10-15 year old impacts were seen across the Music (8.3% vs. 2.4%) and Other channels (29.7% vs. 25.9%) with a notably lower share seen across the Terrestrial channels (29.5% vs. 38.8%) Impacts by channel group: Gambling exc. Lottery & S/C, Children 10-15 Share of impacts by channel group: Gambling exc. Lottery & S/C, Children 10-15 800 700 600 500 400 300 200 100 0 55m 81m 183m 354m 404m 487m 542m 764m 227 144 64 120 81 93 28 40 112 49 65 26 139 20 87 91 93 48 74 26 181 191 226 181 24 88 124 34 44 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 23.9% 29.1% 26.1% 31.7% 23. 24.6% 26.6% 29.7% 2.4% 5.3% 3.1% 3.4% 5.4% 4.3% 6.1% 7.3% 14.1% 2.3% 6.4% 5.8% 7.3% 3.6% 10. 8.3% 5.6% 21.5% 11.9% 10.6% 18.6% 20.9% 17.2% 18.2% 61. 53.9% 48.3% 35.1% 44.8% 39.1% 33.4% 29.5% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 134

Advertising Activity: Bingo 135

136 Summary Advertising Activity: Bingo Commercial Spots The number of Bingo commercials broadcast rose from 21k spots in 2005 to 532k in with advertising steadily rising following a drop in. The majority of Bingo commercials were shown during the daytime, with 69.2% of spots shown between 0600-1659 in. Almost half of all Bingo spots were shown across Other channels although this share has fallen over the years as volume has increased across Music and the Top 10 Other channels.

Summary Advertising Activity: Bingo Bingo Exposure to Bingo advertising increased ten-fold between 2005 and with 12.7bn impacts representing 1.3% of all television advertising seen by Adults. ABC1 Adult impacts: 0.4bn in 2005 to 4.5bn in C2DE Adult impacts: 0.7bn in 2005 to 8.3bn in Children: 87m impacts in 2005 to 723m in Children 10-15: 51m impacts in 2005 to 418m impacts in With the majority of spots broadcast during the daytime (0930-1659), the majority of exposure also takes place during this daypart although a greater proportion of impacts were seen between 1700-2059 compared with the proportion of spots shown during the slot. Compared against Adults, a lower proportion of Child Bingo impacts were seen during the daytime with a higher proportion seen between 1700-2300 although it should be noted that the volume of Child Bingo impacts is significantly lower. Almost half of all Bingo advertising seen by adult groups was on the Terrestrial channels, with a further fifth on the Portfolio channels the overall share represented by PSB-owned channels fell between and as exposure across the Other channels increased. Between and, the volume of Bingo impacts seen by Children increased across all channel groups. The share of impacts seen across Music channels and Other channels is considerably higher compared with Adults, while the share seen across the Terrestrial channels is lower. 137

Number of spots, 000s Bingo The number of Bingo commercials broadcast rose from 21k spots in 2005 to 532k in with advertising steadily rising following a drop in Number of Spots(000s): Bingo 600 500 0.1% 0.2% 0.4% 0.9% 0.7% 0.8% 1.1% 1.6% Share of total commercial spots 532 400 300 200 100 0 368 302 220 255 107 21 38 2005 +85% +179% +181% -27% +16% +44% +45% Yr/Yr% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 138

2005 2005 Number of commercial spots (000s) Bingo The majority of Bingo commercials were shown during the daytime, with 69.2% of spots shown between 0600-1659 in Spots by daypart: Bingo Share of spots by daypart: Bingo 600 500 400 300 200 100 0 21k 38k 107k 302k 220k 255k 368k 532k 51 29 84 27 19 40 58 18 28 55 14 36 38 17 40 228 322 26 169 159 15 110 24 31 20 18 16 35 46 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 13.2% 10.8% 7.5% 9.6% 16.4% 5.2% 27.7% 24.6% 6.1% 5.6% 5.4% 33. 7.8% 15.1% 15.8% 15.9% 18.3% 13.6% 18. 17. 15.5% 22.4% 21.8% 20.5% 62.4% 62. 60.6% 55.9% 49.7% 28.7% 24.7% 22.6% 8.7% 8.4% 10.7% 6.5% 8.1% 6.1% 9.6% 8.6% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 139

2005 2005 Number of commercial spots (000s) Bingo Almost half of all Bingo spots were shown across Other channels this share has fallen over the years as volume has increased across Music and the Top 10 Other channels Spots by channel group: Bingo Share of spots by channel group: Bingo 600 500 400 300 200 100 0 21k 38k 107k 302k 220k 255k 368k 532k 263 193 59 193 147 40 144 37 24 107 23 22 64 28 19 76 22 20 37 27 23 22 23 30 42 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 62.8% 59.5% 57.5% 52.5% 49.4% 64. 70.3% 65.5% 10. 11.1% 4.7% 8.6% 4.4% 6.4% 7.5% 6.8% 11. 7.8% 7. 7.5% 5.9% 9.4% 9. 20.3% 15.1% 7.4% 5.6% 14.6% 20.7% 20.1% 9.6% 8. 3.2% 3.6% 6.7% 7.6% 10.1% 9. 8. 7.8% Source: BARB/Nielsen Monitor - Analysis excludes HD variants.. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 140

Number of impacts, bn Bingo Exposure to Bingo advertising increased ten-fold between 2005 and with 12.7bn impacts representing 1.3% of all television advertising seen by Adults Number of Impacts: Bingo, Adults 14.0 12.0 0.2% 0.2% 0.5% 0.8% 0.9% 0.9% 1. 1.3% %of total imps 20.1% 22.3% 38.2% 41.7% 42. 39.4% 41.7% 41.2% % Gambling imps 12.7 10.0 8.0 6.6 7.8 8.3 9.5 6.0 4.0 3.8 2.0 1.2 1.8 0.0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =259 impacts per individual 141

2005 2005 Number of impacts, bn Bingo With the majority of spots broadcast during the daytime, the majority of exposure also takes place during this daypart although 28.2% of impacts were seen between 1700-2059 compared with 15.9% of spots shown during this slot Impacts by daypart: Bingo, Adults 14 12 10 8 6 4 2 0 1.2bn 1.8bn 3.8bn 6.6bn 7.8bn 8.3bn 9.5bn 0.4 0.3 0.5 0.7 0.3 0.4 12.7bn 0.5 1.1 0.4 3.6 1.0 0.5 0.6 0.8 1.0 2.4 0.5 0.8 2.1 2.7 1.9 0.3 7.1 0.8 4.6 5.4 1.2 3.0 3.1 1.2 0.3 0.3 0.4 0.3 0.3 0.4 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 Share of impacts by daypart: Bingo, Adults 10 9 8 7 6 5 4 3 1 8.9% 12.2% 9. 7.9% 7.6% 5.6% 4.5% 4.3% 23.5% 19.9% 12.2% 13.4% 9.7% 10.8% 8.8% 22. 40.7% 37.9% 31.7% 22. 21. 31.4% 29.5% 34.4% 25.1% 25.3% 28.2% 45.6% 39.4% 56.1% 56.7% 55.6% 4.9% 6.9% 7.9% 4.9% 5.2% 3.5% 2.7% 3.2% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 142

2005 2005 Number of impacts, bn Bingo Almost half of all Bingo advertising seen by Adults was on the Terrestrial channels, with a further 20.2% on the Portfolio channels the overall share represented by PSB-owned channels fell between and as exposure across the Other channels increased Impacts by channel group: Bingo, Adults Share of impacts by channel group: Bingo, Adults 14 12 10 8 6 4 2 0 1.2bn 1.8bn 3.8bn 6.6bn 7.8bn 8.3bn 9.5bn 12.7bn 3.0 2.2 1.4 1.7 2.6 2.1 1.2 1.5 1.9 0.9 1.0 0.4 4.9 4.7 4.8 6.3 0.1 0.4 2.4 3.1 0.0 0.2 0.8 1.2 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 21.2% 24.1% 22.6% 18.1% 20.6% 23.2% 23.6% 31.5% 4.3% 1.2% 2.1% 7. 9.9% 16. 2.4% 2.8% 1.1% 17.6% 19.9% 20.2% 15.8% 72.4% 66.2% 63.7% 63.3% 57.3% 47.4% 51.2% 49.5% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 143

Number of impacts, bn Bingo ABC1 Adult exposure to Bingo advertising increased from 0.4bn impacts in 2005 to 4.5bn impacts in, representing 1.2% of all advertising seen and 37.9% of all Gambling advertising seen by the group Number of Impacts: Bingo, ABC1 Adults 5.0 0.1% 0.2% 0.4% 0.7% 0.8% 0.8% 0.9% 1.2% %of total imps 19.4% 21.5% 36.2% 39.7% 39.1% 36.5% 37.8% 37.9% % Gambling imps 4.5 4.0 3.0 2.5 2.9 2.9 3.2 2.0 1.4 1.0 0.4 0.7 0.0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =171 impacts per individual 144

2005 2005 Number of impacts, bn Bingo Compared with Adults, a marginally higher proportion of Bingo commercials were seen between 2100-2259 (10.4% vs. 8.8%) with a lower proportion seen between 0930-1659 (53.2% vs. 55.6%) in Impacts by daypart: Bingo, ABC1 Adults 0.4bn 0.7bn1.4bn 2.5bn 2.9bn 2.9bn 3.2bn 4.5bn Share of impacts by daypart: Bingo, ABC1 Adults 5 4 3 2 1 0 0.2 0.1 0.2 0.2 0.1 0.1 0.2 0.5 0.2 1.3 0.2 0.2 0.4 0.3 0.2 0.4 0.8 0.3 0.7 1.0 0.7 0.1 2.4 0.3 1.6 1.7 0.4 1.0 1.1 0.4 0.1 0.1 0.1 0.1 0.1 0.1 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 9.7% 13.3% 9.8% 8.7% 8.3% 6.1% 5.1% 4.6% 10.9% 12.8% 10.4% 14. 15.2% 26.8% 23. 24.8% 39. 36.9% 19.5% 18.2% 32.1% 29.9% 34.4% 25. 25.8% 28.8% 27.3% 42.6% 37. 54.6% 53.6% 53.2% 5. 6.7% 7.8% 4.7% 5.1% 3.5% 2.6% 3.1% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 145

2005 2005 Number of impacts, bn Bingo As with Adults, the majority of Bingo commercials seen by ABC1 Adults were across the PSB-owned channels, although the share accounted for by these channels has been in decline as exposure across Other channels has increased Impacts by channel group: Bingo, ABC1 Adults Share of impacts by channel group: Bingo, ABC1 Adults 5 4 3 2 1 0 0.4bn 0.7bn 1.4bn 2.5bn 2.9bn 2.9bn 3.2bn 4.5bn 1.1 0.6 0.7 0.8 0.9 0.9 0.5 0.5 0.6 0.4 0.4 2.2 0.1 1.7 1.6 1.6 0.2 0.0 0.8 1.0 0.0 0.1 0.3 0.4 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 24.7% 28.4% 26.4% 36.4% 21. 22.6% 24.9% 25.5% 4.8% 1. 1.4% 7.5% 10.1% 1.4% 2.2% 2.7% 2.8% 16.6% 16.6% 19.1% 19.6% 16.3% 68. 61.2% 59.5% 59.7% 56.3% 50.2% 48.4% 41.5% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 146

Number of impacts, bn Bingo Bingo advertising accounted for 1.4% of all television advertising seen by C2DE Adults in the volume of Bingo impacts increased from 0.7bn in 2005 to 8.3bn over the analysis period Number of Impacts: Bingo, C2DE Adults 10.0 8.0 6.0 4.0 2.0 0.0 0.2% 0.2% 0.5% 0.8% 0.9% 0.9% 1.1% 1.4% %of total imps 20.5% 22.8% 39.5% 43. 43.9% 41.2% 44. 43.2% % Gambling imps 0.7 1.1 2.4 4.1 2005 4.9 5.4 6.3 8.3 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =360 impacts per individual 147

2005 2005 Number of impacts, bn Bingo The proportion of Bingo impacts delivered between 0600-1659 amongst C2DE Adults stood at 60.1% compared with 56.3% amongst ABC1 Adults Impacts by daypart: Bingo, C2DE Adults Share of impacts by daypart: Bingo, C2DE Adults 10 8 6 4 2 0 0.7bn 1.1bn 2.4bn 4.1bn 4.9bn 5.4bn 6.3bn 8.3bn 0.3 0.7 0.3 2.3 0.6 0.3 0.4 0.5 1.6 0.6 0.3 1.3 0.5 1.7 1.2 4.7 0.2 0.4 3.7 3.0 0.8 2.0 2.0 0.2 0.8 0.2 0.3 0.4 0.3 0.2 0.2 0.3 0.2 0.2 0.3 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 8.4% 11.5% 8.6% 7.4% 7.2% 5.3% 4.1% 4.1% 21.6% 18.2% 11. 12.4% 9.1% 9.9% 8. 20.3% 41.7% 38.5% 31.5% 23.4% 22.6% 33.8% 29.2% 34.4% 25.1% 25.1% 27.8% 47.4% 40.7% 56.9% 58.2% 56.8% 4.9% 7. 7.9% 5. 5.2% 3.6% 2.8% 3.2% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 148

2005 2005 Number of impacts, bn Bingo Terrestrial channels accounted for 4.1bn Bingo impacts in while the volume of impacts seen across these channels has increased they account for a falling share of impacts as exposure across the Portfolio and Other channels has risen faster Impacts by channel group: Bingo, C2DE Adults Share of impacts by channel group: Bingo, C2DE Adults 10 8 6 4 2 0 0.7bn 1.1bn 2.4bn 4.1bn 4.9bn 5.4bn 6.3bn 8.3bn 1.9 1.4 1.0 1.7 0.8 1.3 1.2 0.8 1.0 0.5 0.6 4.1 0.2 3.2 3.1 3.3 1.6 2.1 0.5 0.8 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 19.1% 21.6% 20.5% 16.4% 19.5% 22.4% 22.5% 28.6% 0.7% 4. 1.1% 2. 6.7% 9.8% 15.7% 2.2% 2.7% 0.9% 18.1% 20.4% 15.5% 20.5% 75. 69.1% 66.1% 65.4% 57.9% 51. 51.7% 50.1% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 149

Number of impacts, millions Bingo Children s exposure to Bingo advertising increased from 87m impacts in 2005 to 723m impacts in, representing 0.7% of all commercial advertising seen compared with 1.3% amongst Adults Number of Impacts: Bingo, Children 4-15 800 0.1% 0.1% 0.3% 0.4% 0.5% 0.5% 0.5% 0.7% %of total imps 18.2% 20.4% 34.8% 39.2% 38.5% 35.7% 39.1% 40.6% % Gambling imps 723 600 400 431 468 471 547 248 200 87 130 0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =85 impacts per individual 150

2005 2005 Number of impacts, millions Bingo Compared against Adults, a lower proportion of Bingo impacts were seen during the daytime with a higher proportion seen between 1700-2300 (44.2% vs. 37.) although it should be noted that the volume of Bingo impacts seen is significantly lower Impacts by daypart: Bingo, Children 4-15 Share of impacts by daypart: Bingo, Children 4-15 87m 130m 248m 431m 468m 471m 547m 723m 800 700 600 500 400 300 200 100 0 28 20 61 43 14 21 24 77 21 74 242 25 22 24 66 55 53 174 149 153 200 16 50 353 98 179 230 261 152 65 19 21 26 15 16 27 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 6.3% 8. 6.6% 5.6% 5.4% 4.7% 3.9% 3.3% 22.9% 21.5% 20.1% 12.3% 14. 11.6% 13.6% 10.7% 49.4% 47.3% 39.4% 16. 16.6% 26.3% 35.6% 42.6% 31.6% 31.9% 33.5% 41.6% 32.4% 48.9% 47.7% 48.8% 5.4% 6.6% 7.5% 4.9% 5.6% 3.2% 3. 3.7% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 151

2005 2005 Number of impacts, millions Bingo Between and, the volume of Bingo impacts seen by Children increased across all channel groups the share of impacts seen across Music channels (9.1% vs. 2.8%) and Other channels (28.4% vs. 23.6%), in, was considerably higher compared with Adults Impacts by channel group: Bingo, Children 4-15 Share of impacts by channel group: Bingo, Children 4-15 800 700 600 500 400 300 200 100 0 87m 130m 248m 431m 468m 471m 547m 723m 205 142 92 106 66 144 10 41 34 142 99 89 110 15 64 84 33 257 280 35 233 236 20 136 167 58 79 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 23.5% 19.7% 27. 25.8% 22.5% 25.9% 33.4% 28.4% 2.1% 2.1% 5.3% 2.6% 3.2% 7.2% 7.5% 21.1% 7.6% 13.3% 3.6% 9.1% 18.9% 20.1% 19.4% 19.7% 67. 60.7% 54.9% 55. 49.4% 38.8% 43.1% 38.8% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 152

Number of impacts, millions Bingo Bingo advertising represented 0.9% of all television advertising seen by older children, up from the 0.5% dip in the volume of impacts rose from 51m in 2005 to 418m in Number of Impacts: Bingo, Children 10-15 500 400 300 0.1% 0.2% 0.3% 0.5% 0.6% 0.5% 0.6% 0.9% %of total imps 17.6% 19.9% 34.3% 38.1% 37.2% 33.1% 37.5% 38.5% % Gambling imps 253 279 260 320 418 200 150 100 51 76-2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =101 impacts per individual 153

2005 2005 Number of impacts, millions Bingo The majority of Bingo impacts amongst older children were seen during the daytime this distribution has remained fairly consistent since Impacts by daypart: Bingo, Children 10-15 Share of impacts by daypart: Bingo, Children 10-15 51m 76m 150m 253m 279m 260m 320m 418m 500 400 300 200 100 0 19 13 24 34 8 11 18 54 15 17 51 135 17 15 45 35 36 99 85 115 78 12 35 196 56 104 87 124 147 37 11 12 15 8 9 15 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 7.5% 9.7% 8. 6.6% 6.1% 5.7% 4.7% 4.2% 13.9% 16. 13.8% 16. 13. 26.2% 23. 25. 30.1% 32.3% 33.8% 30.8% 41. 37.3% 46.8% 44.6% 40.9% 47.5% 45.8% 46.9% 24.7% 31.3% 14.8% 15. 4.8% 5.7% 7. 4.8% 5.5% 2.9% 2.7% 3.6% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 154

2005 2005 Number of impacts, millions Bingo While the share of Bingo impacts seen across the Portfolio channels has remained consistent since, the share seen across the Terrestrial channels has fallen, resulting in an overall decline in impacts on the PSB-owned channels 10.3% of Bingo impacts were seen on the Music channels compared with 2.8% across Adults Impacts by channel group: Bingo, Children 10-15 Share of impacts by channel group: Bingo, Children 10-15 500 400 300 200 100 0 51m 76m 150m 253m 279m 260m 320m 418m 132 88 58 65 89 61 67 41 52 52 84 21 22 147 116 127 143 13 79 89 33 44 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 24.5% 20.6% 29.7% 27.2% 25.1% 27.5% 35.2% 31.4% 2.3% 2.6% 5.6% 3.1% 3.7% 8.3% 7.4% 21.9% 8.8% 13.7% 4.3% 10.3% 20.1% 20.8% 20.6% 20.1% 65.2% 57.6% 52.5% 52.7% 44.5% 35. 39.7% 34.2% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 155

Advertising Activity: Gambling Sports 156

157 Summary Advertising Activity: Gambling Sports Commercial Spots Gambling Sports commercials accounted for 0.3% of total commercials in with the volume of spots increasing from 3k in 2005 to 91k in spots rose by 27 between and. The majority of Gambling Sports spots were aired after 2300, with 58.7% of spots shown during this slot in and a further 25.4% between 2100-2259. Sports channels accounted for the largest share of Gambling Sports spots, with this channel group representing 41.8% of spots in Music channels accounted for a further 29.2% of spots.

158 Summary Advertising Activity: Gambling Sports Impacts Gambling Sports commercials accounted for 3.8bn Adult impacts in, 0.4% of all television advertising seen by this demographic. ABC1 Adult impacts: 31m in 2005 to 1.8bn in C2DE Adult impacts: 37m in 2005 to 2.0bn in Children: 6m impacts in 2005 to 242m in Children 10-15: 3m impacts in 2005 to 148m impacts in While the majority of Gambling Sports spots were aired post-2300, this daypart accounted for only 13.8% of Adult impacts in - around two-thirds of Gambling Sports impacts were seen pre-2100, compared with 15.9% of spots shown during this slot. Compared against Adults, a greater proportion of Children s exposure to Gambling Sports advertising took place between 1700-2059 With the majority of Gambling Sports spots aired across Sports channels, this group also represented the greatest share of impacts although this share fell between and as the proportion of impacts seen across the PSB portfolio and Other channels increased. Music channels accounted for 1.5% of Adult impacts (rising to 3.1% of Child Gambling Sports impacts) compared with 29.2% of spots.

Number of spots, 000s Gambling Sports Gambling Sports commercials accounted for 0.3% of total commercials in with the volume of spots increasing from 3k in 2005 to 91k in spots rose by 27 between and Number of Spots(000s): Gambling Sports 100 0. 0. 0. 0. 0. 0.1% 0.1% 0.3% Share of total commercial spots 91 80 60 40 20 0 36 25 11 16 3 3 5 2005 +11% +282% -59% +259% +1-31% +27 Yr/Yr% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 159

2005 2005 Number of commercial spots (000s) Gambling Sports The majority of Gambling Sports spots were aired after 2300, with 58.7% of spots shown during this slot in and a further 25.4% between 2100-2259 Spots by daypart: Gambling Sports Share of spots by daypart: Gambling Sports 100 80 60 40 20 0 3k 3k 11k 5k 16k 36k 25k 91k 53 22 23 12 5 3 7 5 5 8 4 2 3 3 4 8 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 14.3% 13.9% 9.1% 11.8% 22.1% 25.4% 72. 44.4% 43.6% 17.8% 27.8% 58.6% 19.4% 23.9% 18.9% 10.9% 22. 4.4% 10.1% 5.4% 4.6% 11. 6.8% 47.4% 62.5% 58.7% 20.6% 19.4% 25.4% 12.5% 6.9% 9.3% 17. 5.7% 8.5% 1.9% 2.5% 1.7% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 160

2005 2005 Number of commercial spots (000s) Gambling Sports Sports channels accounted for the largest share of Gambling Sports spots, with this channel group representing 41.8% of spots in Music channels accounted for a further 29.2% of spots Spots by channel group: Gambling Sports Share of spots by channel group: Gambling Sports 100 80 60 40 20 0 3k 3k 11k 5k 16k 36k 25k 91k 18 27 9 5 3 38 6 5 17 17 2 4 5 2 2 5 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 15.8% 3.1% 5.9% 12.5% 5.2% 79. 76.5% 2.1% 7.7% 24.1% 12.3% 45.2% 36.2% 38.9% 2.9% 4.1% 2.8% 13.7% 4.8% 5.7% 2.9% 13. 69.1% 48.3% 48.2% 33.7% 32.4% 7.6% 9.7% 5.6% 4.7% 6.2% 19.7% 29.2% 41.8% 5.1% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 161

Number of impacts, bn Gambling Sports Gambling Sports commercials accounted for 3.8bn Adult impacts in, 0.4% of all television advertising seen by this demographic Number of Impacts: Gambling Sports, Adults 4.0 0. 0. 0.1% 0.1% 0.1% 0.2% 0.2% 0.4% %of total imps 1.2% 1.1% 4.9% 4.3% 4.8% 9.9% 9.3% 12.4% % Gambling imps 3.8 3.0 2.0 2.1 2.1 1.0 0.0 0.9 0.7 0.5 0.1 0.1 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =78 impacts per individual 162

2005 2005 Number of impacts, millions Gambling Sports While the majority of Gambling Sports spots were aired post-2300, this daypart accounted for only 13.8% of Adult impacts in while a greater proportion of impacts were seen between 0930-2059 compared with spots 21.4% of impacts were seen between 2100-2259, up from 11.8% in Impacts by daypart: Gambling Sports, Adults Share of impacts by daypart: Gambling Sports, Adults 4000 3000 2000 1000 0 68m 88m 491m 675m 887m 2080m 2115m 3825m 528 819 299 161 250 1,302 354 873 816 121 125 122 370 127 346 137 100 160 325 603 816 1,161 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 4.4% 4.8% 12.7% 18. 29.6% 26. 6.5% 6.1% 7.6% 14.4% 13.8% 24.9% 18.5% 13.7% 11.8% 17. 21.4% 25.9% 41.7% 41.3% 51.3% 39.2% 34. 27.8% 49. 47.9% 36.6% 38.6% 29. 30.4% 20.4% 23.7% 4.2% 3.2% 0.9% 0.1% 1.9% 0.4% 0.7% 0.4% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 163

2005 2005 Number of impacts, millions Gambling Sports With the majority of Gambling Sports spots aired across Sports channels, this group also represented the greatest share of Adult impacts while Music channels accounted for 1.5% of impacts compared with 29.2% of spots Impacts by channel group: Gambling Sports, Adults Share of impacts by channel group: Gambling Sports, Adults 4000 3000 2000 1000 0 68m 88m 491m 675m 887m 2080m 2115m 3825m 435 1728 135 73 887 1128 414 93 118 130 176 336 1169 923 164 769 420 405 157 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 7. 7.4% 88.8% 87.9% 3.5% 1.7% 18.4% 33.3% 15.6% 32. 5.5% 10.5% 6.5% 3.5% 11.4% 26.1% 6.2% 62.2% 37.9% 42.6% 53.3% 45.2% 4.8% 5.7% 6.2% 10.8% 45.6% 44.4% 36.4% 30.6% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 164

Number of impacts, bn Gambling Sports Among ABC1 Adults, exposure to Gambling Sports advertising rose from 1.0bn impacts in to 1.8bn in Number of Impacts: Gambling Sports, ABC1 Adults 2.0 0. 0. 0.1% 0.1% 0.1% 0.3% 0.3% 0.5% %of total imps 1.4% 1.3% 6. 5.1% 5.6% 11.8% 11.8% 15.4% % Gambling imps 1.8 1.5 1.0 0.9 1.0 0.5 0.0 0.4 0.3 0.2 0.0 0.0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =69 impacts per individual 165

2005 2005 Number of impacts, millions Gambling Sports In, two-thirds of Gambling Sports impacts were seen pre-2100, compared with 15.9% of spots shown during this slot this share fell between and with an increase in exposure post-2100 Impacts by daypart: Gambling Sports, ABC1 Adults Share of impacts by daypart: Gambling Sports, ABC1 Adults 2000 1500 1000 500 0 31m 40m 228m 317m 407m 939m 997m 1807m 219 386 125 124 641 161 413 377 55 59 169 553 55 165 382 69 272 50 74 150 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 4.8% 5. 13.2% 19.6% 28.7% 25.8% 5.9% 6.3% 7. 13.3% 12.1% 23.3% 18.7% 13.5% 12.5% 17.1% 21.3% 23.9% 41.6% 41.5% 51.9% 40.2% 35.4% 30.2% 49.2% 46.8% 37. 38.3% 29. 30.6% 21.7% 23.4% 4.2% 2.8% 0.9% 0.1% 1.6% 0.4% 0.7% 0.5% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 166

2005 2005 Number of impacts, millions Gambling Sports Half of all Gambling Sports impacts were seen across the Sports channels this share fell between and as exposure across the Portfolio and Other channels increased Impacts by channel group: Gambling Sports, ABC1 Adults Share of impacts by channel group: Gambling Sports, ABC1 Adults 2000 1500 1000 500 0 31m 40m 228m 317m 407m 939m 997m 1807m 193 926 58 35 446 594 163 41 96 185 497 84 384 313 187 72 160 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 7.3% 7.4% 5.2% 10. 6.2% 3.5% 10.7% 16.9% 30.1% 36.7% 45.5% 47.5% 59.6% 5.9% 51.2% 88.9% 89.2% 4.2% 4.7% 14.3% 5. 58.8% 9. 39.3% 40.9% 31.4% 31.4% 27.5% 2.9% 1.2% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 167

Number of impacts, bn Gambling Sports Among C2DE Adults, Gambling Sports impacts increased gradually from 2005, with a notable increase from 1.1bn impacts in to 2.0bn in Number of Impacts: Gambling Sports, C2DE Adults 2.5 0. 0. 0.1% 0.1% 0.1% 0.2% 0.2% 0.3% %of total imps 1. 1. 4.3% 3.7% 4.3% 8.8% 7.8% 10.6% % Gambling imps 2.0 2.0 1.5 1.0 0.5 0.0 1.1 1.1 0.5 0.4 0.3 0.0 0.0 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =88 impacts per individual 168

2005 2005 Number of impacts, millions Gambling Sports As with the other demographic groups, a higher share of Gambling Sports impacts were seen by C2DE Adults pre-2100 compared with the proportion of spots aired at this time Impacts by daypart: Gambling Sports, C2DE Adults Share of impacts by daypart: Gambling Sports, C2DE Adults 2500 2000 1500 1000 500 0 37m 48m 263m 358m 480m1141m 1118m 2018m 309 433 174 91 125 194 661 438 459 73 66 65 200 608 182 331 434 86 175 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 4.1% 4.7% 7.1% 6. 8.2% 12.4% 15.2% 15.3% 16.8% 26.3% 18.2% 13.8% 11.2% 17. 21.4% 30.4% 26.2% 27.7% 41.7% 41.1% 50.7% 38.4% 32.8% 25.7% 48.9% 48.8% 36.3% 38.8% 29. 30.1% 19.3% 23.9% 4.3% 3.5% 0.9% 0.1% 2.2% 0.4% 0.7% 0.3% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 169

2005 2005 Number of impacts, millions Gambling Sports While the greatest share of Gambling Sports impacts was seen by C2DE Adults across the Sports channels, this share was lower than for Adults (45.2%) as a higher proportion was seen across the PSB-owned channels Impacts by channel group: Gambling Sports, C2DE Adults Share of impacts by channel group: Gambling Sports, C2DE Adults 2500 2000 1500 1000 500 0 37m 48m 263m 358m 480m 1141m 1118m 2018m 243 803 77 441 534 251 73 81 80 151 539 672 80 456 234 245 85 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 6.7% 7.4% 88.7% 86.9% 3.9% 2.1% 19.7% 30.4% 16.8% 32.4% 5.7% 11. 6.8% 3.4% 12. 22.5% 31.5% 38.6% 47.8% 6.5% 39.8% 5.3% 6.4% 7.2% 12.4% 65.2% 51. 47.2% 40.8% 33.3% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 170

Number of impacts, millions Gambling Sports Gambling Sports accounted for 0.2% of Children s exposure to all television advertising in the volume of impacts increased from 154m in to 242m in Number of Impacts: Gambling Sports, Children 4-15 300 0. 0. 0. 0.1% 0.1% 0.1% 0.2% 0.2% %of total imps 1.2% 1.1% 5.1% 4.6% 4.8% 11.1% 11. 13.6% % Gambling imps 242 200 147 154 100 0 50 58 36 6 7 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =29 impacts per individual 171

2005 2005 Number of impacts, millions Gambling Sports Compared against Adults, a greater proportion of Children s exposure to Gambling Sports advertising took place between 1700-2059, accounting for 39.8% of impacts in compared with 34. Impacts by daypart: Gambling Sports, Children 4-15 Share of impacts by daypart: Gambling Sports, Children 4-15 300 200 100 0 6m 7m 36m 50m 58m 147m 154m 242m 24 51 10 15 20 25 96 70 67 8 7 28 30 13 8 11 19 39 54 70 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 1.9% 3. 15.8% 17.7% 32.3% 31.5% 3.7% 4.1% 10. 6.2% 9.8% 16.2% 16.5% 12.8% 12.8% 17.3% 21.2% 24.6% 48.4% 45.4% 58.9% 45.7% 39.8% 35.5% 44.9% 43.6% 33. 35. 22.8% 26.6% 28.8% 20.9% 5.1% 4.2% 0.9% 0.1% 1.6% 0.4% 0.7% 0.3% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 172

2005 2005 Number of impacts, millions Gambling Sports The distribution of Gambling Sports impacts among Children is similar to that of Adults with 46. seen across the Sports channels - 3.1% of impacts were seen on the Music channels which accounted for 29.2% of spots Impacts by channel group: Gambling Sports, Children 4-15 Share of impacts by channel group: Gambling Sports, Children 4-15 300 200 100 0 6m 7m 36m 50m 58m 147m 154m 242m 8 16 25 69 14 29 12 22 7 6 60 84 25 111 22 10 75 52 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 5.8% 6.5% 4.5% 5. 3.7% 15.2% 10.8% 10.2% 7.6% 3.1% 89.6% 80.3% 3.5% 3.2% 37.5% 13.4% 32.5% 31.1% 6.4% 58. 42.6% 6. 40.9% 5.7% 54.6% 46. 6.3% 9. 37.7% 47.1% 34. 31.1% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 173

Number of impacts, millions Gambling Sports The 148m Gambling Sports impacts seen by 10-15 year olds in were equivalent to 36 impacts per child across the entire year Number of Impacts: Gambling Sports, Children 10-15 200 0. 0. 0. 0.1% 0.1% 0.2% 0.2% 0.3% %of total imps 1.1% 1.2% 5. 4.3% 4.4% 11. 10.7% 13.6% % Gambling imps 150 148 100 86 92 50 0 22 29 33 3 4 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =36 impacts per individual 174

2005 2005 Number of impacts, millions Gambling Sports Compared with Adults, a greater share of Gambling Sports were seen by older children between 1700-2059 (38.1% vs. 34.) and 2100-2259 (23.6% vs. 21.4%) Impacts by daypart: Gambling Sports, Children 10-15 Share of impacts by daypart: Gambling Sports, Children 10-15 200 150 100 50 0 3m 4m 22m 29m 33m 86m 92m 148m 16 35 7 10 13 17 56 41 37 5 5 16 16 7 6 11 21 31 40 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 2.3% 2.4% 15.4% 19.6% 29.6% 29.2% 4.9% 4.8% 11.8% 7.3% 10.9% 19.3% 18.9% 13.9% 14.2% 19.5% 23.6% 28.2% 48.2% 44.2% 56.9% 43.3% 38.1% 32.6% 48.3% 46. 31.6% 33.7% 19.1% 25. 27.1% 19.2% 4.3% 2.8% 0.8% 0. 1.6% 0.4% 0.7% 0.3% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 175

2005 2005 Number of impacts, millions Gambling Sports Compared against Adults, a greater proportion of Gambling Sports impacts were seen by Children across the Music channels in (4. vs. 1.5%) - the largest share was seen across the Sports channels Impacts by channel group: Gambling Sports, Children 10-15 Share of impacts by channel group: Gambling Sports, Children 10-15 200 150 100 50 0 3m 4m 22m 29m 33m 86m 92m 148m 6 4 9 14 39 8 2 7 16 13 4 5 35 50 18 66 14 7 44 29 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 6.4% 6. 9.4% 89.6% 78.1% 3.2% 4. 17.2% 1.1% 34.5% 14.1% 32.4% 5.8% 0. 11.2% 6.2% 4.3% 1. 1.8% 11.9% 2.5% 4. 31.5% 40.9% 41. 54.6% 6.7% 44.5% 6.6% 6.4% 7.2% 9.6% 56. 38.1% 44.9% 32. 29.5% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 176

Advertising Activity: Online Casino & Poker 177

178 Summary Advertising Activity: Online Casino & Poker Commercial Spots The volume of OCP spots aired increased from 4k in 2005 to 411k in accounting for 1.2% of total television spots. Since, almost all OCP spots have been aired post-2100 with the majority shown post-2300. Between - the share of OCP spots shown across the Sports channels fell as activity on the Music, Movie and Top 10 Other channels increased the greatest share was aired across the Other channels.

179 Summary Advertising Activity: Online Casino & Poker Impacts Accounting for 0.6% of total Adult television impacts in, the volume of OCP impacts increased steadily from 1.8bn in to 5.9bn in. ABC1 Adult impacts: 7m in 2005 to 2.4bn in C2DE Adult impacts: 12m in 2005 to 3.6bn in Children: 1m impacts in 2005 to 286m in Children 10-15: 1m impacts in 2005 to 198m impacts in While 20.4% of OCP spots were shown between 2100-2259 in, over a third of adult demographic impacts (and almost half of child impacts) were seen during this slot as a result of a higher proportion of viewing during this time, compared with viewing between 2300-2959. In, both the Music and Movies channels accounted for significantly lower shares of OCP impacts than spots a higher proportion of impacts was seen across the PSB-owned channels compared with spot distribution and this share increased between and. The PSB-owned channels accounted for a smaller proportion of Child OCP impacts in compared against Adults as the Music channels represented a higher share.

Number of spots, 000s Online Casino & Poker The volume of OCP spots aired increased from 4k in 2005 to 411k in accounting for 1.2% of total television spots Number of Spots(000s): Online Casino & Poker 500 400 0. 0. 0. 0.2% 0.5% 0.6% 1. 1.2% Share of total commercial spots 338 411 300 200 148 201 100 0 66 4 5 10 2005 +22% +107% +593% +124% +36% +68% +21% Yr/Yr% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 180

2005 2005 Number of commercial spots (000s) Online Casino & Poker Since, almost all OCP spots have been aired post-2100 with the majority shown post-2300 Spots by daypart: Online Casino & Poker Share of spots by daypart: Online Casino & Poker 500 400 300 200 100 0 4k 5k 10k 66k 148k 201k 338k 411k 325 269 162 115 47 66 84 17 32 39 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 43. 52.7% 58.2% 21.2% 11. 11.3% 27.5% 20.7% 6.3% 29.2% 4.6% 6.9% 70.9% 77.9% 80.3% 79.6% 79. 25.2% 21.3% 19.2% 19.6% 20.4% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 181

2005 2005 Number of commercial spots (000s) Online Casino & Poker Between - the share of OCP spots shown across the Sports channels fell as activity on the Music, Movie and Top 10 Other channels increased the greatest share was aired across the Other channels Spots by channel group: Online Casino & Poker Share of spots by channel group: Online Casino & Poker 500 400 300 200 100 0 4k 5k 10k 66k 148k 201k 338k 411k 192 164 95 48 36 73 79 16 55 29 11 27 18 37 34 45 39 10 12 11 19 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 29. 38.9% 43.3% 49.2% 47.2% 48.3% 46.7% 76.1% 7.5% 6.7% 3.9% 7.6% 9. 8.1% 7.6% 6.4% 7.9% 66.9% 7.6% 10.5% 11.6% 41.4% 13.5% 27.7% 16.2% 19.2% 6. 25.3% 16.8% 16.3% 13.2% 1.7% 1.6% 10.5% 10.6% 9.5% 6.8% 6.1% 3.2% 4.7% Source: BARB/Nielsen Monitor - Analysis excludes HD variants. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 182

Number of impacts, bn Online Casino & Poker Accounting for 0.6% of total Adult television impacts in, the volume of OCP impacts increased steadily from 1.8bn in to 5.9bn in Number of Impacts: Online Casino & Poker, Adults 6.0 0. 0. 0. 0.2% 0.3% 0.4% 0.4% 0.6% %of total imps 0.3% 0.4% 2.6% 11.2% 14.1% 16.7% 16.5% 19.2% % Gambling imps 5.9 5.0 4.0 3.5 3.7 3.0 2.6 2.0 1.8 1.0 0.0 0.0 0.0 0.3 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =121 impacts per individual 183

2005 2005 Number of impacts, bn Online Casino & Poker While 20.4% of OCP spots were shown between 2100-2259 in, 38.2% of Adults impacts were seen during this slot as a result of a higher proportion of viewing during this time Impacts by daypart: Online Casino & Poker, Adults 6 5 4 3 2 1 0 0.0bn 0.0bn 0.3bn 1.8bn 2.6bn (19m) (33m) 0.1 0.1 0.9 1.5 0.8 1.1 3.5bn 3.7bn 5.9bn 2.0 2.4 1.4 1.3 3.6 2.3 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 Share of impacts by daypart: Online Casino & Poker, Adults 10 9 8 7 6 5 4 3 1 49.9% 52.8% 38.6% 13.7% 18.6% 48.6% 16.5% 12. 19.6% 14.8% 8.2% 52. 56.8% 56.4% 63.8% 61.3% 44.4% 42.2% 40.3% 35.9% 38.2% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 184

2005 2005 Number of impacts, bn Online Casino & Poker In, both the Music and Movies channels accounted for significantly lower shares of OCP impacts than spots (19.2% and 11.6% respectively) a higher proportion was seen across the PSB-owned channels Impacts by channel group: Online Casino & Poker, Adults 6 5 4 3 2 1 0 0.0bn 0.0bn 0.3bn 1.8bn 2.6bn (19m) (33m) 0.1 0.5 0.2 0.5 1.0 0.4 0.6 0.5 0.6 3.5bn 3.7bn 5.9bn 1.3 1.6 0.4 0.8 0.4 0.6 0.9 0.7 2.4 0.4 1.3 1.3 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial Share of spots by channel group: Online Casino & Poker, Adults 10 9 8 7 6 5 4 3 1 39.7% 3.8% 28.5% 8.7% 19.1% 78. 5.5% 3.3% 9.2% 4. 26. 27.7% 36.8% 37.1% 43.3% 40.1% 34.9% 18.5% 14. 1. 1.8% 3.3% 14.2% 10.4% 4.1% 3.3% 4.1% 2.3% 2.6% 7. 25.6% 23. 22.3% 9.7% 17.3% 22.7% 19. 30.6% 23. 25.2% 19. 21.2% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 185

Number of impacts, bn Online Casino & Poker In, 2.4bn OCP impacts accounted for 0.6% of all ABC1 Adult television impacts, up marginally from 0.4% in Number of Impacts: Online Casino & Poker, ABC1 Adults 3.0 0. 0. 0. 0.2% 0.3% 0.4% 0.4% 0.6% %of total imps 0.3% 0.4% 3.1% 12.2% 15.7% 17.4% 17.4% 20.1% % Gambling imps 2.4 2.0 1.0 0.8 1.1 1.4 1.5 0.0 0.0 0.0 0.1 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =91 impacts per individual 186

2005 2005 Number of impacts, bn Online Casino & Poker As with the distribution of OCP spots, ABC1 Adult impacts have been split between the 2100-2259 and 2300-2959 slots since Impacts by daypart: Online Casino & Poker, ABC1 Adults 3 2 1 0 0.0bn 0.0bn 0.1bn 0.8bn 1.1bn 1.4bn 1.5bn 2.4bn (7m) (12m) (118m) 0.1 0.4 0.6 0.3 0.5 0.8 0.9 0.6 0.5 1.4 0.9 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 Share of impacts by daypart: Online Casino & Poker, ABC1 Adults 10 9 8 7 6 5 4 3 1 45.5% 50.7% 35.8% 13.4% 19.7% 19.5% 52.3% 14. 21. 14. 7.7% 50.4% 56.9% 54.9% 62.9% 59.6% 45.9% 42.3% 41.3% 36.6% 40. Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 187

2005 2005 Number of impacts, bn Online Casino & Poker As the volume of OCP impacts increased from 1.5bn in to 2.4bn in, the proportion seen across the PSB-owned channels increased from 33.2% to 41.9% Impacts by channel group: Online Casino & Poker, ABC1 Adults 3 2 1 0 0.0bn 0.0bn 0.1bn 0.8bn 1.1bn 1.4bn 1.5bn 2.4bn (7m) (12m) (118m) 0.4 0.5 0.7 0.2 0.2 0.2 0.2 0.1 0.3 0.2 0.2 0.2 0.2 0.2 0.3 0.3 1.0 0.2 0.5 0.5 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial Share of spots by channel group: Online Casino & Poker, ABC1 Adults 10 9 8 7 6 5 4 3 1 36.6% 24.4% 28.9% 39. 39.8% 44.6% 41.3% 0.1% 1.1% 3.7% 77.1% 16.4% 1.1% 38. 1.8% 3. 3.8% 17.2% 11.7% 3.6% 2.3% 30.7% 2.7% 8.7% 24.2% 19.7% 19.2% 12. 20.5% 17.7% 14.5% 11.2% 4.1% 4.7% 17.6% 10.2% 18.3% 28.4% 21.3% 24.6% 18.7% 21.4% 4. Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 188

Number of impacts, bn Online Casino & Poker OCP impacts among C2DE Adults increased gradually from 1.0bn in to 3.6bn in, accounting for 0.6% of television advertising exposure Number of Impacts: Online Casino & Poker, C2DE Adults 4.0 0. 0. 0. 0.2% 0.3% 0.4% 0.4% 0.6% %of total imps 0.3% 0.4% 2.3% 10.6% 13.1% 16.3% 15.9% 18.7% % Gambling imps 3.6 3.0 2.0 1.5 2.1 2.3 1.0 1.0 0.0 0.0 0.0 0.1 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =156 impacts per individual 189

2005 2005 Number of impacts, bn Online Casino & Poker The distribution of OCP impacts among C2DE Adults follows a similar distribution to Adults - a marginally higher proportion was seen between 2300-2959 in (62.5%) compared against ABC1 Adults (59.6%) Impacts by daypart: Online Casino & Poker, C2DE Adults 4 3 2 1 0 0.0bn 0.0bn 0.1bn 1.0bn 1.5bn 2.1bn 2.3bn 3.6bn (12m)(20m) (144m) 0.1 0.5 0.8 0.4 0.6 1.2 1.5 0.8 0.8 2.2 1.3 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 Share of impacts by daypart: Online Casino & Poker, C2DE Adults 10 9 8 7 6 5 4 3 1 52.6% 54.1% 14. 18. 45.6% 14.5% 10.7% 40.8% 18.7% 15.3% 8.6% 53.2% 56.8% 57.4% 64.3% 62.5% 43.2% 42.2% 39.7% 35.4% 37.1% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 190

2005 2005 Number of impacts, bn Online Casino & Poker Between and as the volume of OCP impacts increased from 2.3bn to 3.6bn, the proportion seen on the PSB-owned channels increased as the proportion seen across Sports and Other channels fell Impacts by channel group: Online Casino & Poker, C2DE Adults 4 3 2 1 0 0.0bn 0.0bn 0.1bn 1.0bn 1.5bn 2.1bn 2.3bn 3.6bn (12m)(20m) (144m) 0.5 0.3 0.2 0.1 0.3 0.4 0.3 0.4 0.7 1.0 0.2 0.5 0.2 0.4 0.5 0.4 1.4 0.2 0.9 0.8 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial Share of spots by channel group: Online Casino & Poker, C2DE Adults 10 9 8 7 6 5 4 3 1 41.7% 3.9% 27.1% 7.1% 20. 78.6% 6.4% 2.4% 8.6% 4. 27.4% 26.9% 35.1% 35.4% 42.5% 39.3% 32.4% 19.2% 12.2% 26.6% 0.9% 1.8% 11.8% 9.5% 25.6% 24.3% 4.2% 4.4% 2.5% 8.1% 3.6% 3.7% 2.4% 5.9% 19. 24.1% 19.5% 32.3% 24.3% 25.7% 19.2% 21. Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 191

Number of impacts, millions Online Casino & Poker Given the scheduling of OCP spots, Children s exposure to these commercials accounted for 0.3% of total advertising exposure in, compared with 0.6% among Adults the 286m impacts in represented 34 impacts per child over the year Number of Impacts: Online Casino & Poker, Children 4-15 300 0. 0. 0. 0.1% 0.1% 0.2% 0.2% 0.3% %of total imps 0.2% 0.3% 2.2% 9.7% 11.1% 15.5% 13.7% 16.1% % Gambling imps 286 200 204 192 100 106 135 0 1 2 16 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =34 impacts per individual 192

2005 2005 Number of impacts, millions Online Casino & Poker As with the distribution of OCP spots, Children s exposure to these commercials has been split between the 2100-2259 and 2300-2959 slots, although a greater proportion were seen during the earlier daypart (47.7%) compared with Adults (38.2%) Impacts by daypart: Online Casino & Poker, Children 4-15 Share of impacts by daypart: Online Casino & Poker, Children 4-15 1m 2m 16m 106m 135m 204m 192m 286m 300 200 100 0 8 62 46 56 71 93 100 105 86 149 137 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 59.1% 15.7% 14.9% 10.3% 37. 36.1% 43.3% 46.1% 45.6% 54.9% 51.9% 20.8% 15. 53.8% 53.2% 52.6% 49.1% 44.7% 47.7% 23.2% 5.4% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 193

2005 2005 Number of impacts, bn Online Casino & Poker The PSB-owned channels accounted for a smaller proportion of Children s impacts in compared against Adults (40. vs. 43.8%) as the Music channels represented a higher share (6.8% vs. 2.3%) Impacts by channel group: Online Casino & Poker, Children 4-15 Share of spots by channel group: Online Casino & Poker, Children 4-15 300 200 100 0 1m 2m 16m 106m 135m 204m 192m 286m 112 69 77 19 45 20 22 30 13 46 59 18 23 14 29 36 30 30 30 56 35 56 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 52.1% 3.9% 13.3% 19. 71. 5.7% 6. 27.9% 28.7% 33.4% 33.6% 40. 39. 32. 19.7% 2.6% 12.8% 2.3% 3.7% 13.2% 4.3% 3.5% 9.8% 3.4% 3. 6.7% 6.8% 27. 26.5% 22.7% 11.7% 7.7% 15.5% 20.6% 12.1% 19.6% 28.2% 22.6% 27.4% 18.4% 19.4% 10.5% 5.2% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 194

Number of impacts, millions Online Casino & Poker Exposure to OCP advertising among older children increased from 130m impacts in to 198m impacts in Number of Impacts: Online Casino & Poker, Children 10-15 200 0. 0. 0. 0.1% 0.2% 0.3% 0.3% 0.4% %of total imps 0.2% 0.3% 2.5% 10.9% 12.1% 17.4% 15.2% 18.2% % Gambling imps 198 150 137 130 100 73 91 50 0 1 1 11 2005 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. =48 impacts per individual 195

2005 2005 Number of impacts, millions Online Casino & Poker While the 2300-2959 slot represented 61.3% of exposure to OCP advertising among Adults, this fell to 53. among older children with a higher proportion seen by 10-15 year olds between 2100-2259 as a result of differences in viewing habits Impacts by daypart: Online Casino & Poker, Children 10-15 Share of impacts by daypart: Online Casino & Poker, Children 10-15 1m 1m 11m 73m 91m 137m 130m 198m 200 150 100 50 0 6 43 32 39 47 65 66 72 57 105 92 2300-2959 2100-2259 1700-2059 0930-1659 0600-0929 10 9 8 7 6 5 4 3 1 61.1% 18.1% 10.3% 10.6% 37.3% 38.7% 43.8% 46.9% 47.3% 55.7% 53. 22.9% 12.1% 52.6% 53.2% 52.1% 48.4% 43.9% 46.6% 25.9% Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 196

2005 2005 Number of impacts, millions Online Casino & Poker Compared against Adults, a smaller proportion of OCP impacts were seen by older children across the PSB-owned channels in as a higher proportion were seen across the Music channels Impacts by channel group: Online Casino & Poker, Children 10-15 Share of spots by channel group: Online Casino & Poker, Children 10-15 200 150 100 50 0 1m 1m 11m 73m 91m 137m 130m 198m 31 22 12 9 20 23 20 21 48 13 32 36 52 14 20 25 78 14 14 41 39 Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial 10 9 8 7 6 5 4 3 1 29. 30. 34.4% 34.8% 40. 39.3% 56.6% 2.9% 77.9% 11.9% 2. 4.1% 30.4% 12.8% 4.1% 3.3% 9.3% 3. 2.8% 7.6% 7.3% 3.1% 27.4% 25.6% 23. 10.7% 7. 10.7% 19.6% 15.6% 20.8% 16.1% 5.8% 3.2% 19.8% 27. 23.3% 26.3% 19. 19.6% 11.8% 12. 1.1% Source: BARB/Nielsen Monitor. Other Top 10 based on Top 10 channels for airing Gambling spots in. - New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution. 197

Comparative Analysis: ABC1 Adults & C2DE Adults 198

199 Summary ABC1 Adults & C2DE Adults: Key differences Viewing Trends In, ABC1 Adults watched 3.5 hours of television each day, compared with 5.2 hours among C2DE Adults. The proportion of ABC1 Adult total television viewing taking place between 1700-2100 (36.3% in ) and 2100-2300 (23.4% in ) was higher than C2DE Adults (34.8% and 19. in respectively) while C2DE Adult viewing was higher between 0930-1700 and after 2300. Commercial television viewing is higher among C2DE Adults, accounting for 69.8% of viewing in compared with 61.5% among ABC1 Adults. In, ABC1 Adults watched 2.2 hours of commercial television each day, compared with 3.6 hours among C2DE Adults. Similarly, the proportion of ABC1 Adult commercial channel viewing taking place between 1700-2300 was higher than C2DE Adults while C2DE Adults watched a greater proportion of viewing during the daytime and later at night. In, C2DE Adults spent a greater proportion of their commercial channel viewing time watching the portfolio channels (24.2%) than ABC1 Adults (21.8%) while ABC1 viewers spent a greater proportion of their commercial channel viewing time watching sports channels (6.6% compared with 4.).

Share of viewing by daypart, % Share of viewing by daypart: Total TV, 10 9 8 7 6 5 4 3 1 3.5 5.2 Avg hrs/day 11. 12.1% 2300-3000 23.4% 19. 2100-2300 36.3% 34.8% 1700-2100 0930-1700 23.3% 27.9% 0600-0930 6. 6.2% ABC1 Adults C2DE Adults Source: BARB/Infosys+. 200

Share of viewing, % Share of viewing: Commercial vs Non-commercial, 10 9 8 7 6 5 4 3 1 3.5 5.2 Avg hrs/day 38.5% 30.2% Non-commercial Commercial 61.5% 69.8% ABC1 Adults C2DE Adults Source: BARB/Infosys+. Non-commercial = All BBC channels. 201

Share of viewing by daypart, % Share of viewing by daypart: Commercial channels, 10 9 8 7 6 5 4 3 1 2.2 3.6 Avg hrs/day 11.9% 12.8% 23.4% 19.6% 34.7% 33.7% 25.3% 28.6% 4.7% 5.3% ABC1 Adults C2DE Adults 2300-3000 2100-2300 1700-2100 0930-1700 0600-0930 Source: BARB/Infosys+. Analysis excludes all BBC channels. 202

Share of viewing by channel group, % Share of viewing by channel group: Commercial channels, 10 9 8 7 6 5 4 3 1 2.2 3.6 Avg hrs/day 27.9% 27.3% 6.6% 4. 21.8% 24.2% 38.4% 38.8% ABC1 Adults C2DE Adults Other - All other Other - Top 10 (Gambling) Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial Source: BARB/Infosys+. Analysis excludes all BBC channels. Other Top 10 based on Top 10 channels for airing Gambling spots in. 203

204 Summary ABC1 Adults & C2DE Adults: Key differences Advertising Activity In, Adult exposure to all commercial television totalled 952.9bn impacts this was made up of 374.4bn ABC1 Adult impacts and 578.5bn C2DE Adult impacts. This equated to a 39%:61% split between ABC1 Adults and C2DE Adults i.e. C2DE Adult impacts made up three-fifths of total Adult impacts. There were 54.5% more C2DE impacts than ABC1 Adult impacts this difference is likely to be driven by the difference in time spent watching television and, in particular, commercial television. Many of the differences across the sub-categories are driven by this difference in the amount of television viewed by the two groups. The scheduling of spots across different dayparts and channels groups also affect the differences seen as the two groups have varying viewing habits.

205 Advertising Activity Gambling Spots Impacts, Adults Impacts, ABC1 Adults Impacts, C2DE Adults Volume 1.4m 30.9bn 11.8bn(38%) 19.1bn (62%) % of total commercial 4.1% 3.2% 3.1% 3.3% Impacts/individual 630 451 833 Daypart Activity: 0600-0930 4.6% 1.9% 1.7% 2. 0930-1700 39.5% 34.6% 32.1% 36.2% 1700-2100 11.1% 25.4% 25.8% 25.2% 2100-2300 11.3% 20.1% 22.1% 18.8% 2300-3000 33.5% 18. 18.2% 17.9% Channel Activity: Terrestrial commercial 1.3% 41.2% 39.6% 42.1% Commercial PSB Portfolio 6.9% 20.8% 19.3% 21.8% Sports 8. 7.9% 10.8% 6.1% Music 22.1% 2.6% 2.5% 2.6% Movies 9.1% 1.7% 1.4% 2. Other Top 10 (Gambling) 8.3% 2. 1.8% 2.1% Other All other 44.2% 23.9% 24.6% 23.4% Gambling commercials accounted for 3.3% of total C2DE Adult advertising exposure compared with 3.1% among ABC1 Adults. The 38%:62% split in volume between ABC1 and C2DE Adult Gambling impacts is fairly similar to the overall 39%:61% split in total commercial impacts. A C2DE Adult would have seen, on average, 833 Gambling commercials in 382 more than an ABC1 Adult. Given the differences in viewing habits a greater proportion of C2DE Gambling impacts were delivered during the daytime and across the PSB-owned channels while a greater proportion of ABC1 impacts were delivered between 2100-2300 and across sports channels. Source: BARB/Nielsen Monitor. Analysis excludes all BBC channels. Other Top 10 based on Top 10 channels for airing Gambling spots in.

206 Advertising Activity Lottery & Scratch cards Spots Impacts, Adults Impacts, ABC1 Adults Impacts, C2DE Adults Volume 355k 8.4bn 3.1bn (37%) 5.3bn (63%) % of total commercial 1. 0.9% 0.8% 0.9% Impacts/individual 171 120 229 Daypart Activity: 0600-0930 3.9% 1.9% 1.8% 1.9% 0930-1700 61.5% 29.3% 27.2% 30.5% 1700-2100 18.1% 35.1% 35.3% 35.1% 2100-2300 6.2% 23.6% 25.8% 22.3% 2300-3000 10.3% 10.1% 9.9% 10.2% Channel Activity: Terrestrial commercial 1.5% 47.5% 48. 47.3% Commercial PSB Portfolio 8.5% 25. 23.8% 25.7% Sports 6.5% 3. 4.1% 2.4% Music 26.4% 2.9% 2.8% 2.9% Movies 10.7% 1.8% 1.4% 2. Other Top 10 (Gambling) 6.4% 1.2% 1.1% 1.3% Other All other 40. 18.6% 18.9% 18.4% Lottery & Scratch card advertising accounted for similar proportions of ABC1 and C2DE Adult exposure to all television advertising at 0.8% and 0.9% respectively. Given the higher level of total commercials seen by them, the number of impacts seen by a C2DE Adult in stood at 229, almost twice the amount seen by an ABC1. The split in Adult impacts between ABC1s and C2DEs is fairly similar to that of total advertising impacts at 37%:63%. With over 6 of Lottery & Scratch card spots shown between 0930-1700, this daypart accounted for a greater proportion of C2DE Gambling impacts as viewing is higher among this group at this time of day. Source: BARB/Nielsen Monitor. Analysis excludes all BBC channels. Other Top 10 based on Top 10 channels for airing Gambling spots in.

207 Advertising Activity Bingo Spots Impacts, Adults Impacts, ABC1 Adults Impacts, C2DE Adults Volume 532k 12.7bn 4.5bn (35%) 8.3bn (65%) % of total commercial 1.6% 1.3% 1.2% 1.4% Impacts/individual 259 171 360 Daypart Activity: 0600-0930 8.6% 3.2% 3.1% 3.2% 0930-1700 60.6% 55.6% 53.2% 56.8% 1700-2100 15.9% 28.2% 28.8% 27.8% 2100-2300 5.4% 8.8% 10.4% 8. 2300-3000 9.6% 4.3% 4.6% 4.1% Channel Activity: Terrestrial commercial 1.8% 49.5% 48.4% 50.1% Commercial PSB Portfolio 7.8% 20.2% 19.6% 20.5% Sports 2.2% 0.3% 0.4% 0.2% Music 20.1% 2.8% 2.8% 2.7% Movies 7.5% 1.5% 1.2% 1.6% Other Top 10 (Gambling) 11.1% 2.3% 2.2% 2.4% Other All other 49.4% 23.6% 25.5% 22.5% Bingo advertising represented 1.2% of all advertising seen by ABC1 Adults and 1.4% of that seen by C2DE Adults. The overall 35%:65% split in Adult impacts between ABC1 and C2DE Adults shows a slight skew towards C2DE viewers when compared with the overall 39%:61% split across all television impacts. A C2DE Adult saw, on average, 360 Bingo commercials in more than double the 171 seen by ABC1 Adults. The large proportion of spots shown between 0930-1700, when C2DE viewing is higher than ABC1s, results in a greater proportion of impacts seen by C2DE Adults during this slot compared with ABC1s. Source: BARB/Nielsen Monitor. Analysis excludes all BBC channels. Other Top 10 based on Top 10 channels for airing Gambling spots in.

Advertising Activity Gambling Sports Spots Impacts, Adults Impacts, ABC1 Adults Impacts, C2DE Adults Volume 91k 3.8bn 1.8bn (47%) 2.0bn (53%) % of total commercial 0.3% 0.4% 0.5% 0.3% Impacts/individual 78 69 88 Daypart Activity: 0600-0930 1.7% 0.4% 0.5% 0.3% 0930-1700 8.5% 30.4% 30.6% 30.1% 1700-2100 5.7% 34. 35.4% 32.8% 2100-2300 25.4% 21.4% 21.3% 21.4% 2300-3000 58.7% 13.8% 12.1% 15.3% Channel Activity: Terrestrial commercial 1.1% 30.6% 27.5% 33.3% The total volume of Gambling Sports impacts seen by ABC1 and C2DE Adults, in, was fairly similar at 1.8bn and 2.0bn impacts respectively. Gambling Sports accounted for 0.3% of total commercial impacts seen by C2DE Adults and a higher proportion of total impacts seen by ABC1 Adults (0.5%). Analysis of the split in Adult Gambling Sports impacts between the two groups shows a skew towards ABC1s at 47%:53% compared against the overall split in total impacts of 39%:61%. Commercial PSB Portfolio 5.1% 10.8% 9. 12.4% Sports 41.8% 45.2% 51.2% 39.8% Music 29.2% 1.5% 1.2% 1.7% Movies 1. 0.1% 0.1% 0.1% Other Top 10 (Gambling) 2.2% 0.5% 0.3% 0.6% Other All other 19.7% 11.4% 10.7% 12. Sports channels account for a greater proportion of ABC1 Adult viewing than C2DEs with over 4 of Gambling Sports spots shown across these channels, this trend in viewing is likely to be a key driver behind the skew towards ABC1s. Source: BARB/Nielsen Monitor. Analysis excludes all BBC channels. Other Top 10 based on Top 10 channels for airing Gambling spots in. 208

209 Advertising Activity Online Casino & Poker Spots Impacts, Adults Impacts, ABC1 Adults Impacts, C2DE Adults Volume 411k 5.9bn 2.4bn (4) 3.6bn (6) % of total commercial 1.2% 0.6% 0.6% 0.6% Impacts/individual 121 91 156 Daypart Activity: 0600-0930 0.5% 0.1% 0.1% 0.1% 0930-1700 0.1% 0.1% 0.2% 0.1% 1700-2100 0. 0.2% 0.2% 0.2% 2100-2300 20.4% 38.2% 40. 37.1% 2300-3000 79. 61.3% 59.6% 62.5% Channel Activity: Terrestrial commercial 0.7% 21.2% 21.4% 21. Commercial PSB Portfolio 4.7% 22.7% 20.5% 24.1% Sports 9.5% 7. 8.7% 5.9% Music 19.2% 2.3% 2.3% 2.4% Movies 11.6% 3.3% 2.7% 3.7% Other Top 10 (Gambling) 7.6% 3.3% 3. 3.6% Other All other 46.7% 40.1% 41.3% 39.3% With almost all Online Casino & Poker spots shown post-2100, these impacts account for a similar proportion of total commercial advertising seen by ABC1 and C2DE adults (0.6% for both). The split in Adult Online Casino & Poker impacts between the two groups (4:6) is similar to that across all commercial impacts (39%:61%). However, given the fact that C2DE Adults watch more commercial television and are exposed to a much higher level of total commercial impacts, the number of Online Casino & Poker impacts seen by a C2DE viewer stood at 156 in, 65 more than the 91 seen by an ABC1 Adult. Source: BARB/Nielsen Monitor. Analysis excludes all BBC channels. Other Top 10 based on Top 10 channels for airing Gambling spots in.

Annex 1: Methodology 210

211 Methodology Data sources Viewing analysis Source: BARB Audiences: Adults 16+, ABC1 Adults, C2DE Adults, Children 4-15, Children 10-15 2005- New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution Spot analysis Source: Nielsen Monitor 2005- Analysis based on product category To avoid multiple counting of commercial spots across the terrestrial channel regions, the following were taken as indicative of the network based on advice from Nielsen Media: ITV1 / ITV1+1= ITV1 Granada / ITV+1 Granada ITV Breakfast /ITV Breakfast +1 = ITV Breakfast North West/ ITV Breakfast +1 North West C4 / C4+1 = C4 North West/ C4+1 North West Five / Five+1 = Five East/ Five+1 East HD variants of channels have been excluded from analysis - +1 channel variants have been included in the analysis Impacts analysis Source: Nielsen Monitor Audiences: Adults 16+, ABC1 Adults, C2DE Adults, Children 4-15, Children 10-15 2005- Analysis based on product category All impacts across all channels New BARB panel introduced 1st Jan. As a result pre and post panel change data must be treated with caution

212 Methodology Product categories Gambling 22.01.10 Online Casino Lottery & Scratch cards Gambling excl Lottery & Scratch cards 22.01.26 Lottery 22.01.10 Online Casino Bingo Gambling Sports Online Casino & Poker 22.01.27 Bingo 22.01.29 Gambling Sports 22.01.10 Online Casino 22.01.15 Offline Casinos 22.01.25 Football Pools 22.01.31 Scratch cards 22.01.15 Offline Casinos 22.01.25 Football Pools 22.01.26 Lottery 22.01.27 Bingo 22.01.35 Poker 22.01.27 Bingo 22.01.28 Gambling Other 22.01.28 Gambling Other 22.01.29 Gambling Sports 22.01.31 Scratch cards 22.01.35 Poker 22.01.45 Tipsters 22.01.29 Gambling Sports 22.01.35 Poker 22.01.45 Tipsters

Methodology Channel groups BBC Commercial PSB Digital BBC1 (SD+HD) ITV +1 BBC2 CITV/CITV Breakfast (+1) ITV News Terrestrial Commercial ITV2 (inc HD) ITV ITV2 +1 ITV HD ITV3 (inc HD) CH4 ITV3 +1 CH5 ITV4 (inc HD) BBC DIGITAL ITV4 +1 BBC3 CH4 +1 BBC4 4Music BBC HD 4seven BBC News E4 BBC Parliament E4+1 CBeebies Film4 CBBC Film4 +1 More4 More4 +1 CH5 +1 5* 5* +1 5 USA 5 USA +1 Note: Not all channels listed may have been active during /for the whole duration of the analysis period. 213

Methodology Channel groups SPORTS MUSIC MOVIES All In Sport (ceased 01/01/07) Bedroom TV (ceased 30/09/08) more>movies/movies mix attheraces Bliss more>movies/movies mix+1 BT Sports 1 Brit Hits (ceased 26/01/09) MGM HD BT Sports 2 Bubble Hits (ceased 13/02/09) Movies 24 ESPN America BuzMuzik Movies 24 + ESPN Channel AKA Movies4Men ESPN Classic Channel Starz Movies4Men+1 Eurosport Chart Show TV Movies4Men2 Eurosport 2 Chart Show TV + 1 (ceased 29/05/12) Movies4Men2 +1 Eurosport HD Clubland TV Simply Movies (ceased 15/06/09) Extreme Sports Channel Chart Show Dance TCM Fight Network (ceased 03/12/08) Flava TCM 2 Golf TV (ceased 31/12/07) Kerrang Sony Movies LFC TV Kiss TV Sony Movies +1 Motors TV Magic TV True Movies 1 MUTV MTV True Movies 2 Racing UK (ceased 31/12/09) MTV +1 Horror Channel Setanta Golf (ceased 23/06/09) MTV Rocks Horror Channel +1 Setanta Sports 1 (ceased 23/06/09) MTV Base World Movies TV (ceased 07/11/08) Setanta Sports 2 (ceased 23/06/09) MTV Dance Sky Movies Showcase Setanta Sports News (ceased 23/06/09) MTV Hits Sky Movies Crime & Thriller SportsXchange (ceased 01/01/09) MTV Music Sky Movies Action & Adventure Trace Sports MTV Live Sky Movies Classics Sky Sports 1 Musflash TV (ceased 01/04/08) Sky Movies Comedy Sky Sports 2 NME TV (ceased 05/01/12) Sky Movies Disney Sky Sports 3 OMusic (ceased 18/01/10) Sky Movies Drama & Romance Sky Sports F1 p-rock (ceased) Sky Movies Family Sky Sports Active Lo 1-9 Rock-on TV (ceased end Nov 08) Sky Movies Select Sky Sports Active Hi 1-5 Rockworld TV (ceased 23/01/09) Sky Movies Greats Sky Sports Active Other Scuzz Sky Movies SciFi/Horror Sky Sports News Smash Hits Sky Movies 9 (ceased 03/04/07) Sky Sports 4 The Box Sky Movies 10 (ceased 03/04/07) Sky Premiership Plus (ceased 08/05/07) The Vault Sky Movies Premiere VIVA Sky Movies Premiere +1 VH1 Sky Box Office (Movies) MTV Classic Shorts TV (ceased 01/01/10) Vintage TV TCM +1 Greatest Hits TV heat Planet Pop Heart TV Capital TV Note: Not all channels listed may have been active during /for the whole duration of the analysis period. 214

Methodology Channel groups Top 10 'Other' Gambling Based on Spots Astra - Food Network Astra - Food Network +1 Astra - Style Astra - The Travel Channel Astra - Travel Channel + 1 Astra - Bio Astra - CBS Drama Astra - CBS Reality Astra - CBS Reality +1 Astra - Discovery Home & Health Top 10 Other based on the Top 10 channels for showing category spots in excludes channels allocated to channel groups (Terrestrial commercial, Commercial PSB Digital, Sports, Music and Movies). 215