Media Consumption HabitsFamilies

MarketBreaks• At Least One Child (0-17) in

Household• 2+ Children (0-17) in Household

At Least One Child (0-17) In Household

• Busy adults who have transitioned towards a family-oriented lifestage centered around the home helps explain the duality of their television experience

Although Most Adults Who Have Children At Home Look At Television As An Escape, Many Also Watch It To Keep Informed

Source: 2012 GfK MRI Doublebase. Base: A18+

Best Video Device: People With At Least One Child In The Household Overwhelmingly Prefer TV

Best Device for Watching Video

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video? 

7%

3%

26%

At Least One Child In HHI

74%Television

Computer

Smartphone

Tablet 7%

3%

28%

All Respondents

75%

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device1056 On which of the following devices do you find advertisements most memorable?

“Device On Which Advertising Is Most Memorable”(Among Owners of Each Device) – At Least One Child In

HH

Television Ads Are “Judged” Most Memorable By People With At Least One Child In The Household

Television

Computer

Smartphone Tablet

“I Expect To See Advertising On This Device (Top 2 Box)”

At Least One Child In HH

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device1000/1005/1010/1015 How much do you agree with the following statement - “I expect to see advertising on this device” – when watching video on a particular device? (Top 2 Box – strongly agree, agree)

Television Has The Highest Advertising Acceptance Among People With At Least One Child In The Household

Television

Computer

Smartphone Tablet

Television Ads Encourage Further Investigation By People With At Least One Child In The Household and Ultimately Move Products Off the Shelves

CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching.

62% Look up information online about an advertisement currently watching

60% Once a week or more

57% Shop online or purchase something they have seen on a show / advertisement they are currently watching

At Least One Child In HH

How Often?

48% Once a week or more

Adults With At Least One Child in HH Spend More Than Twice The Amount of Time Watching Cable Than They Do Broadcast

Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Broadcast (6 nets) Ad-Supported Cable

8:57

19:04

“At Least One Child in HH” (A18+)Time Spent (Weekly)

HRS:MIN

Households With At Least One Child Spend Almost 3x The Amount of Time Watching Cable Than They Do Broadcast

Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Broadcast (6 nets) Ad-Supported Cable

17:42

50:22

“At Least One Child in HH” (Households)

Time Spent (Weekly)HRS:MIN

Ad-Supported Cable Has A Large Majority of The Available GRPs Against Households With At Least One Child

Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

13%

87%

“At Least One Child In HH” (Households)

Share of Sellable GRPs

Broadcast (6 nets) Ad-Supported Cable

Cable Ratings Against Adults With At Least One Child In HH Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined

2003 2008 2013

5.74.9

3.9

6.7

10.711.4

Broadcast Ad-Supported Cable

Total Day “At Least One Child In HH” Rating (A18+)10-Year Trend

Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13

*Time period reflects 2Q only in each year

Cable’s Share Against Adults With At Least One Child in HH Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines

2003 2008 2013

46.0

31.025.0

54.0

69.075.0

Broadcast Ad-Supported Cable

Total Day Cable/Broadcast “At Least One Child in HH” Share (A18+)10-Year Trend

Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13

*Time period reflects 2Q only in each year

Across Genres, Branded Cable Content is the Most Sought After on the Internet For Those With At Least One Child In Household

Source: CAB analysis of comScore data, September 2013. Top sites by category

Sports

NBC Sports Network

ESPN

Yahoo! Sports

FOX Sports on MSN

USA Today Sports

Adult Swim

Break.com

Comedy Central

College Humor

Huffington Post Comedy

ABC News

CNN

Yahoo!

Huffington Post

NBC News

VEVO

ToneMedia

MTV

TownSquare Media

Pulsepoint Home & DecorationeHow Home & Garden

Houzz.com

HGTV

Scripps Networks

The Weather Channel

Weatherbug

Accuweather.com

MSN Weather

Weather Underground

NBCU TV

Yahoo!

A+E Networks

MSN TV

Discovery Networks

Allrecipes

Food Network

BlogHer Food

Taste Network

FOOD.com

Disney Entertainment

CoolMath-Games.com

Nickelodeon Kids & Teens

Miniclip

PBSKids.org

Sports Comedy General News Music

Home Weather TV Entertainment

Kids

Food

Spotify

Top 5 Websites by Genre – “At Least One Child in HH”

= Ad-supported cable brand

GSN

EA Websites

FreeRide Games

Spil Games

Wild Tangent Media

Gaming

2+ Children (0-17) In Household

• Busy adults who have transitioned towards a family-oriented lifestage centered around the home helps explain the duality of their television experience

Although Most Adults Who Have Children At Home Look At Television As An Escape, Many Also Watch It To Keep Informed

Source: 2012 GfK MRI Doublebase. Base: A18+

Adults With 2+ Children in HH Spend More Than Twice The Amount of Time Watching Cable Than They Do Broadcast

Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Broadcast (6 nets) Ad-Supported Cable

7:30

17:34

“2+ Children in HH” (A18+)Time Spent (Weekly)

HRS:MIN

Households With 2+ Children in HH Spend Almost Twice The Amount of Time Watching Cable Than They Do Broadcast

Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Broadcast (6 nets) Ad-Supported Cable

15:17

58:38

“2+ Children In HH” (Households)Time Spent (Weekly)

HRS:MIN

Ad-Supported Cable Has A Large Majority of The Available GRPs Against Households With Two Or More Children

Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

9%

91%

“2+ Children In HH” (Households)Share of Sellable GRPs

Broadcast (6 nets) Ad-Supported Cable

Cable Ratings Against Adults With 2+ Children In HH Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined

2003 2008 2013

5.03.9

3.2

6.5

8.9

10.3

Broadcast Ad-Supported Cable

Total Day “2+ Children In HH” Rating (A18+)10-Year Trend

Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13

*Time period reflects 2Q only in each year

Cable’s Share Against Adults With 2+ Children in HH Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines

2003 2008 2013

44.0

31.023.0

56.0

69.077.0

Broadcast Ad-Supported Cable

Total Day Cable/Broadcast “2+ Children in HH” Share (A18+)10-Year Trend

Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13

*Time period reflects 2Q only in each year