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© 2010 Arbitron Inc. and Edison Research

2. Introduction
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ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 2
© 2010 Arbitron Inc. and Edison Research

3. Description of Methodology
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ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 3
© 2010 Arbitron Inc. and Edison Research

4. Public Venues
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ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 4
© 2010 Arbitron Inc. and Edison Research

5. Definition of Terms
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*Copyright 2009, Claritas, Inc.
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 5
© 2010 Arbitron Inc. and Edison Research

6. Definition of Terms (continued)
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I.#'#G&'#V!*!F*,!,2*2%&$!)#0%D#',!!
*!.%F.!-&$-#$2'*2%&$!&G!A*0#!
D%#@#',!*$)!%2,!%$)#U!%,!
#UE'#,,#)!*,!99R!!
m_>]!n!>a]!l!99Ro6!
I.#!F&*0!&G!%$)%-#,!%,!2&!%)#$2%G1!
D#$C#,!2.*2!*22'*-2!*!.%F.!
-&$-#$2'*2%&$!&G!-#'2*%$!
-&$,CA#'!2*'F#2,6!
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 6
© 2010 Arbitron Inc. and Edison Research

7. Significant Highlights
M%#51&
• I.#!*D*%0*4%0%21!&G!)%F%2*0!E0*-#=4*,#)!D%)#&!.*,!'#*-.#)!*!-'%2%-*0!A*,,6!!<R]!&G!M6"6!'#,%)#$2,!*F#)!98!&'!&0)#'!.*D#!
,##$!*!)%F%2*0!D%)#&!)%,E0*1!%$!*!EC40%-!D#$C#!%$!2.#!E*,2!A&$2.b!_8]!'#-*00!,##%$F!&$#!%$!2.#!E*,2!@##H6!
O6)D#-"*6$&/6&Q/1%-&2%0"#&
• T%F%2*0!D%)#&!%$!EC40%-!D#$C#,!'#*-.#,!A&'#!/A#'%-*$,!#*-.!A&$2.!7<R]:!2.*$!D%)#&!&D#'!2.#!5$2#'$#2!7>X]:!&'!
Z*-#4&&H!7>9]:6!
C6D&<%$>%*&E6-&Q,%-#((&<"%H%-*&
• I.#!2&E!L%D#!E0*-#,!2&!'#*-.!-&$,CA#',!@%2.!)%F%2*0!D%)#&!*'#!F'&-#'1!,2&'#,!78;]!&G!2.#!M6"6!E&EC0*2%&$!*F#)!98!&'!
&0)#':V!,.&EE%$F!A*00,!78<]:V!0*'F#!'#2*%0!&'!)#E*'2A#$2!,2&'#,!78R]:V!A#)%-*0!&GL%-#,!78R]:!*$)!A&D%#!2.#*2#',!
79a]:6!
70,%-/"*"$9&.$9#9%)%$/&
• O%#@#',!*'#!#$F*F#)!@%2.!2.#!-&$2#$2b!$#*'01!.*0G!7><]:!&G!2.&,#!@.&!.*D#!,##$!*!)%F%2*0!E0*-#=4*,#)!D%)#&!%$!2.#!
E*,2!A&$2.!,E#-%L%-*001!'#-*00!,##%$F!*$!*)6!
.EE%5/&6$&3>-51#*%&3#//%-$*&
• T%F%2*0!D%)#&!*),!.*D#!*$!#GG#-2!&$!EC'-.*,#!E*22#'$,6!Q#*'01!&$#!%$!L%D#!79a]:!&G!2.&,#!@.&!.*D#!,##$!*!)%F%2*0!
D%)#&!*)!,*1!2.#1!.*D#!A*)#!*$!C$E0*$$#)!EC'-.*,#!*G2#'!,##%$F!*$!%2#A!G#*2C'#)!&$!2.#!,-'##$6!
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 7
© 2010 Arbitron Inc. and Edison Research

8. Digital Place-Based Video as a Medium: U.S. Total Reach
Q,%-&/H6:/1"-0*&6E&7)%-"5#$&
/%%$*&#$0&#0>(/*&1#,%&*%%$&#&
0"9"/#(&,"0%6&*5-%%$&"$&#&D>8("5&
,%$>%&"$&/1%&D#*/&)6$/14&
"#D#$21!E#'-#$2!&G!M6"6!'#,%)#$2,!
70%
*F#)!98!&'!&0)#'!'#-*00#)!,##%$F!
Teen and adult U.S. residents have viewed *!)%F%2*0!D%)#&!)%,E0*1!%$!*2!0#*,2!
digital video displays at any measured venue &$#!&G!2.#!9;!D#$C#!-*2#F&'%#,!
in the past month. #U*A%$#)!%$!2.%,!'#E&'2b!2.*2!
2'*$,0*2#,!2&!*EE'&U%A*2#01!9;9!
Monthly persons estimate:! A%00%&$!/A#'%-*$,6!!
gD#'!.*0G!7_8]!&'!9X_!A%00%&$:!&G!
181 Million M6"6!2##$,!*$)!*)C02,!.*D#!,##$!*!
)%F%2*0!D%)#&!,-'##$!%$!NC,2!2.#!
E*,2!@##H6!
52% Teen and adult U.S. residents have viewed
digital video displays at any measured venue
in the past week.
Weekly persons estimate:!
135 Million
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 8
© 2010 Arbitron Inc. and Edison Research

9. Comparing the Reach of Digital Place-Based Video to Other Media
!"9"/#(&D(#5%:8#*%0&,"0%6&
0H#-E*&)#$?&D-6)"$%$/&$%H&
)%0"#&#$0&)#-F%/"$9&
D(#/E6-)*4&(&'#!/A#'%-*$!2##$,!
Monthly digital place-based video 70%
*$)!*)C02,!.*D#!,##$!*!)%F%2*0!
D%)#&!,-'##$!*2!*!EC40%-!D#$C#!%$!
2.#!E*,2!A&$2.!7<R]:!2.*$!.*D#!
@*2-.#)!&$0%$#!D%)#&!7>X]:6!!
Ever send or receive text message (&'#!E#&E0#!,##!)%F%2*0!D%)#&!
56% ,-'##$,!%$!EC40%-!D#$C#,!2.*$!
on cell phone
.*D#!#3#"!,#$2!&'!'#-#%D#)!*!2#U2!
A#,,*F#!7_?]:b!&@$!*!TO+V!,C-.!
*,!*!I%O&Y!&'!'#-&')#'!E'&D%)#)!
2.'&CF.!2.#%'!-*40#!&'!,*2#00%2#!
IO!E'&D%)#'!7>9]:b!&'!.*D#!*!
Have an MP3 player 44%
Z*-#4&&H!E'&L%0#!7>9]:6!!
/$)!E0#*,#!H##E!%$!A%$)!2.%,!%,!*!
)%'#-2!-&AE*'%,&$!*-'&,,!*!$7%><#(
,*AE0#!F'&CE!)#,-'%4%$F!2.#%'!
E#',&$*0!-&$,CAE2%&$!&G!#*-.!
Monthly online video 43% A#)%*!*$)!A*'H#2%$F!E0*2G&'A6!
Own a DVR 41%
Have a Facebook profile 41%
Note: See appendix for verbatim survey
questions.
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 9
© 2010 Arbitron Inc. and Edison Research

10. Digital Place-Based Video Advertising Recall
<"%H%-*&#-%&$6/&R>*/&%KD6*%0S&
/1%?&#-%&%$9#9%04&Q#*'01!.*0G!
7><]:!&G!2.&,#!@.&!.*D#!$&2%-#)!
*!)%F%2*0!E0*-#=4*,#)!D%)#&!
)%,E0*1!%$!2.#!E*,2!A&$2.!
,E#-%L%-*001!'#A#A4#'!*$!
*)D#'2%,#A#$2!*EE#*'%$F!&$!2.#!
,-'##$6!
47%!
Q#*'01!9!%$!_!79a]:!&G!2.&,#!@.&!
Digital video viewers recalled seeing an $&2%-#)!*$!*)!'#E&'2!.*D%$F!
advertisement on the screen. A*)#!*!EC'-.*,#!2.#1!@#'#!$&2!
*0'#*)1!E0*$$%$F!&$!A*H%$F!*G2#'!
,##%$F!*$!%2#A!G#*2C'#)!&$!2.#!
D%)#&!,-'##$!72.&CF.!$&2!
$#-#,,*'%01!@%2.%$!2.#!,*A#!
A&$2.:6!
19%! Those who saw an ad and have made an
unplanned purchase after seeing an item
featured on the screen.
Note: See appendix for verbatim survey
questions.
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 10
© 2010 Arbitron Inc. and Edison Research

11. Monthly Digital Video Viewers
Audience Estimates
Airport
visited
21% Teen and adult U.S. residents
have visited an airport in the past
month.
26-%&/1#$&6$%&"$&T",%&
Persons estimate: 54 million 7)%-"5#$*&1#,%&,"*"/%0&#$&
#"-D6-/&"$&/1%&D#*/&)6$/14&
I@#$21=&$#!E#'-#$2!&G!M6"6!
'#,%)#$2,!*F#)!98!&'!&0)#'!.*D#!
4##$!2&!*$!*%'E&'2!%$!2.#!E*,2!
A&$2.b!&C2!&G!2.&,#!@.&!D%,%2#)V!
of those who visited an airport in the past month viewed digital video
52% during at least one of those visits.
_8]!$&2%-#)!*!)%F%2*0!D%)#&!
,-'##$!*2!2.#!0&-*2%&$!&$!*2!0#*,2!
&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!*%'E&'2,!*A&$F!
*00!/A#'%-*$!2##$,!*$)!*)C02,!%,!
99]!&'!8;!A%00%&$!C$%cC#!E#&E0#6!
viewed
11%
Teen and adult U.S. residents
have viewed digital video at an
airport in the past month.
Persons estimate: 28 million
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 11
© 2010 Arbitron Inc. and Edison Research

12. Monthly Digital Video Viewers
Demographic Profile
Airport
Sex Age
22%
Female 20%
17%
45% 14%
11%
Male 9% 8%
55%
12-17 18-24 25-34 35-44 45-54 55-64 65+
7"-D6-/*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&
Household Income Race/Ethnicity • /GL0C#$2!-&$,CA#',!
46% • W#&E0#!@%2.!-&00#F#!)#F'##,!
10%
White C1%&#>0"%$5%&*F%H*I&
27% African-American • (*0#!
17%
Hispanic
16%
11% Asian/Other
59%
14%
Under $25K to $50K to Over
$25K < $50K < $100K $100K
Based on 74% of sample aged 18 or older who provided an income level.
Education Household Composition
4-year College Degree or Higher 63% Have Children Under Age 18 Living at Home 34%
Based on respondents aged 18 or older.! Based on respondents aged 18 or older. !
National Average Index
College
Income Income Degree Children in
Men Women Age 12-24 Age 18-49 Age 25-54 $50K+ $100K+ or Higher Household
113 87 89 110 118 161 191 157 96
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 12
© 2010 Arbitron Inc. and Edison Research

13. Monthly Digital Video Viewers
Audience Estimates
Bar
visited
29% Adult U.S. residents aged 21 or
older have visited a bar in the past
month.
26-%&/1#$&6$%:U>#-/%-&6E&
Persons estimate: 65 million 7)%-"5#$&#0>(/*&6E&(%9#(&#9%&
1#,%&,"*"/%0&#&8#-&"$&/1%&D#*/&
)6$/14&I@#$21=$%$#!E#'-#$2!&G!
M6"6!'#,%)#$2,!*F#)!89!&'!&0)#'!
.*D#!4##$!2&!*!4*'!%$!2.#!E*,2!
A&$2.b!&C2!&G!2.&,#!@.&!D%,%2#)V!
of those who visited a bar in the past month viewed digital video during
30% at least one of those visits.
XR]!$&2%-#)!*!)%F%2*0!D%)#&!
,-'##$!*2!2.#!0&-*2%&$!&$!*2!0#*,2!
&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!4*',!*A&$F!*00!
/A#'%-*$!*)C02,!&G!0#F*0!*F#!%,!
a]!&'!8R!A%00%&$!C$%cC#!E#&E0#6!
viewed
9%
Adult U.S. residents aged 21 or
older have viewed digital video at
a bar in the past month.
Persons estimate: 20 million
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 13
© 2010 Arbitron Inc. and Edison Research

14. Monthly Digital Video Viewers
Demographic Profile
Bar
Sex Age
Female 26% 26%
33%
21%
13%
9%
5%
Male
67%
21 -24 25-34 35-44 45-54 55-64 65+
;#-*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&
Household Income Race/Ethnicity • p&C$F!*)C02,!*F#)!89=8>!
• /)C02,!
8%
37% White • (#$!
African-American • W#&E0#!@%2.!*!-&00#F#!)#F'##!
26% 19%
23%
Hispanic
14% Asian/Other
62%
11%
Under $25K to $50K to Over
$25K < $50K < $100K $100K
Based on 79% of sample aged 21 or older who provided an income level.
Education Household Composition
4-year College Degree or Higher 51% Have Children Under Age 18 Living at Home 39%
!
All bar-related data are based on respondents aged 21 or older.
National Average Index
College
Income Income Degree Children in
Men Women Age 21-24 Age 21-49 Age 25-54 $50K+ $100K+ or Higher Household
136 66 243 141 131 121 107 125 112
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 14
© 2010 Arbitron Inc. and Edison Research

15. Monthly Digital Video Viewers
Audience Estimates
Coffeehouse or Sandwich Shop
visited
50% Teen and adult U.S. residents
have visited a coffeehouse or
sandwich shop in the past month.
Q$%&"$&/H6&7)%-"5#$*&1#,%&
Persons estimate: 130 million ,"*"/%0&#&56EE%%16>*%&6-&
*#$0H"51&*16D&"$&/1%&D#*/&
)6$/14&Z%G21!E#'-#$2!&G!M6"6!
'#,%)#$2,!*F#)!98!&'!&0)#'!.*D#!
4##$!2&!*!-&GG##.&C,#!&'!
,*$)@%-.!,.&E!%$!2.#!E*,2!
of those who visited a coffeehouse or sandwich shop in the past month
16% viewed digital video during at least one of those visits.
A&$2.b!&C2!&G!2.&,#!@.&!D%,%2#)V!
9?]!$&2%-#)!*!)%F%2*0!D%)#&!
,-'##$!*2!2.#!0&-*2%&$!&$!*2!0#*,2!
&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!-&$D#$%#$-#!
,2&'#,!*A&$F!*00!/A#'%-*$!2##$,!
*$)!*)C02,!%,!;]!&'!89!A%00%&$!
C$%cC#!E#&E0#6!
viewed
8%
Teen and adult U.S. residents
have viewed digital video at a
coffeehouse or sandwich shop in
the past month.
Persons estimate: 21 million
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 15
© 2010 Arbitron Inc. and Edison Research

16. Monthly Digital Video Viewers
Demographic Profile
Coffeehouse or Sandwich Shop
Sex Age
20% 19%
Female
16%
47% 14% 13%
12%
Male
53% 6%
12-17 18-24 25-34 35-44 45-54 55-64 65+
O6EE%%16>*%*&6-&*#$0H"51&
*16D*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&
Household Income Race/Ethnicity
• /GL0C#$2!-&$,CA#',!
9%
White • I##$,!*$)!1&C$F!*)C02,!
33% • W#&E0#!@%2.!-.%0)'#$!0%D%$F!%$!
17% African-American
24% 2.#!.&C,#.&0)!
21% 22% Hispanic
C1%&#>0"%$5%&*F%H*I&
Asian/Other
• (*0#!
55%
Under $25K to $50K to Over 19%
$25K < $50K < $100K $100K
Based on 69% of sample aged 18 or older who provided an income level.
Education Household Composition
4-year College Degree or Higher 46% Have Children Under Age 18 Living at Home 44%
Based on respondents aged 18 or older.! Based on respondents aged 18 or older. !
National Average Index
College
Income Income Degree Children in
Men Women Age 12-24 Age 18-49 Age 25-54 $50K+ $100K+ or Higher Household
108 92 141 120 105 113 145 113 125
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 16
© 2010 Arbitron Inc. and Edison Research

17. Monthly Digital Video Viewers
Audience Estimates
Convenience Store
visited
72% Teen and adult U.S. residents
have visited a convenience store
in the past month.
26-%&/1#$&*%,%$&"$&BA&
Persons estimate: 187 million 7)%-"5#$*&1#,%&,"*"/%0&#&
56$,%$"%$5%&*/6-%&"$&/1%&D#*/&
)6$/14&"#D#$21=2@&!E#'-#$2!&G!
M6"6!'#,%)#$2,!*F#)!98!&'!&0)#'!
.*D#!4##$!2&!*!-&$D#$%#$-#!,2&'#!
%$!2.#!E*,2!A&$2.b!&C2!&G!2.&,#!
of those who visited a convenience store in the past month viewed
16% digital video during at least one of those visits.
@.&!D%,%2#)V!9?]!$&2%-#)!*!
)%F%2*0!D%)#&!,-'##$!*2!2.#!
0&-*2%&$!&$!*2!0#*,2!&$#!&G!2.&,#!
D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!-&$D#$%#$-#!
,2&'#,!*A&$F!*00!/A#'%-*$!2##$,!
*$)!*)C02,!%,!98]!&'!X9!A%00%&$!
C$%cC#!E#&E0#6!
viewed
12%
Teen and adult U.S. residents
have viewed digital video at a
convenience store in the past
month.
Persons estimate: 31 million
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 17
© 2010 Arbitron Inc. and Edison Research

18. Monthly Digital Video Viewers
Demographic Profile
Convenience Store
Sex Age
Female 22%
43% 17% 18%
14% 14%
10%
Male
6%
57%
12-17 18-24 25-34 35-44 45-54 55-64 65+
O6$,%$"%$5%&*/6-%*&0%(",%-&#&
1"91&56$5%$/-#/"6$&6EI&
Household Income Race/Ethnicity • W#&E0#!@%2.!-.%0)'#$!0%D%$F!%$!
2.#!.&C,#.&0)!
6%
White • I##$,!*$)!1&C$F!*)C02,!
33% 17% • (#$!
29% African-American
26%
Hispanic
13% Asian/Other
59%
17%
Under $25K to $50K to Over
$25K < $50K < $100K $100K
Based on 66% of sample aged 18 or older who provided an income level.
Education Household Composition
4-year College Degree or Higher 41% Have Children Under Age 18 Living at Home 51%
Based on respondents aged 18 or older.! Based on respondents aged 18 or older. !
National Average Index
College
Income Income Degree Children in
Men Women Age 12-24 Age 18-49 Age 25-54 $50K+ $100K+ or Higher Household
115 85 141 116 108 89 82 100 144
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 18
© 2010 Arbitron Inc. and Edison Research

19. Monthly Digital Video Viewers
Audience Estimates
Drug Store
visited
69% Teen and adult U.S. residents
have visited a drug store in the
past month.
P%#-(?&*%,%$&"$&BA&7)%-"5#$*&
Persons estimate: 179 million 1#,%&,"*"/%0&#&0->9&*/6-%&"$&/1%&
D#*/&)6$/14&"%U21=$%$#!E#'-#$2!
&G!M6"6!'#,%)#$2,!*F#)!98!&'!&0)#'!
.*D#!4##$!2&!*!)'CF!,2&'#!%$!2.#!
E*,2!A&$2.b!&C2!&G!2.&,#!@.&!
D%,%2#)V!9<]!$&2%-#)!*!)%F%2*0!
of those who visited a drug store in the past month viewed digital video
17% during at least one of those visits.
D%)#&!,-'##$!*2!2.#!0&-*2%&$!&$!*2!
0#*,2!&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!.#*02.!-0C4,!
*A&$F!*00!/A#'%-*$!2##$,!*$)!
*)C02,!%,!98]!&'!XR!A%00%&$!
C$%cC#!E#&E0#6!
viewed
12%
Teen and adult U.S. residents
have viewed digital video at a drug
store in the past month.
Persons estimate: 30 million
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 19
© 2010 Arbitron Inc. and Edison Research

20. Monthly Digital Video Viewers
Demographic Profile
Drug Store
Sex Age
19% 18%
Male 16% 15%
Female
46% 10% 11% 11%
54%
12-17 18-24 25-34 35-44 45-54 55-64 65+
!->9&*/6-%*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&
Household Income Race/Ethnicity • W#&E0#!@%2.!-.%0)'#$!0%D%$F!%$!
2.#!.&C,#.&0)!
4%
White
18%
29% 28% 30% African-American
Hispanic
13% Asian/Other
19% 59%
Under $25K to $50K to Over
$25K < $50K < $100K $100K
Based on 74% of sample aged 18 or older who provided an income level.
Education Household Composition
4-year College Degree or Higher 43% Have Children Under Age 18 Living at Home 43%
Based on respondents aged 18 or older.! Based on respondents aged 18 or older.!
National Average Index
College
Income Income Degree Children in
Men Women Age 12-24 Age 18-49 Age 25-54 $50K+ $100K+ or Higher Household
93 107 119 108 105 96 97 105 123
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 20
© 2010 Arbitron Inc. and Edison Research

21. Monthly Digital Video Viewers
Audience Estimates
Elevator
visited
58% Teen and adult U.S. residents
have been in an elevator in the
past month.
P%#-(?&*"K&"$&BA&7)%-"5#$*&
Persons estimate: 150 million 1#,%&8%%$&"$&#$&%(%,#/6-&"$&/1%&
D#*/&)6$/14&Z%G21=#%F.2!E#'-#$2!
&G!M6"6!'#,%)#$2,!*F#)!98!&'!&0)#'!
.*D#!4##$!%$!*$!#0#D*2&'!%$!2.#!
E*,2!A&$2.b!&C2!&G!2.&,#!@.&!
.*D#V!<]!$&2%-#)!*!)%F%2*0!D%)#&!
of those who been in an elevator in the past month viewed digital video
7% during at least one of those visits.
,-'##$!*2!2.#!0&-*2%&$!&$!*2!0#*,2!
&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!%$!#0#D*2&',!
*A&$F!*00!/A#'%-*$!2##$,!*$)!
*)C02,!%,!>]!&'!9R!A%00%&$!C$%cC#!
E#&E0#6!
viewed
4%
Teen and adult U.S. residents
have viewed digital video in an
elevator in the past month.
Persons estimate: 10 million
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 21
© 2010 Arbitron Inc. and Edison Research

22. Monthly Digital Video Viewers
Demographic Profile
Elevator
Sex Age
Female 24%
36% 22% 21%
15%
8% 7%
Male 3%
64%
12-17 18-24 25-34 35-44 45-54 55-64 65+
.(%,#/6-*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&
Household Income Race/Ethnicity • /GL0C#$2!-&$,CA#',!
7% • (#$!
White • /)C02,!
30% 32% 17% African-American C1%&#>0"%$5%&*F%H*I&
22% Hispanic • W#&E0#!@%2.!-.%0)'#$!0%D%$F!%$!
16% 2.#!.&C,#.&0)!
Asian/Other
54%
22%
Under $25K to $50K to Over
$25K < $50K < $100K $100K
Based on 75% of sample aged 18 or older who provided an income level.
Education Household Composition
4-year College Degree or Higher 61% Have Children Under Age 18 Living at Home 41%
Based on respondents aged 18 or older.! Based on respondents aged 18 or older. !
National Average Index
College
Income Income Degree Children in
Men Women Age 12-24 Age 18-49 Age 25-54 $50K+ $100K+ or Higher Household
130 71 136 135 121 139 233 150 116
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 22
© 2010 Arbitron Inc. and Edison Research

23. Monthly Digital Video Viewers
Audience Estimates
Fast Food or Casual Dining Restaurant
visited
79% Teen and adult U.S. residents
have visited a fast food or casual
dining restaurant in the past
7()6*/&%"91/&"$&BA&7)%-"5#$*&
month. 1#,%&,"*"/%0&#&E#*/&E660&6-&
Persons estimate: 204 million 5#*>#(&0"$"$9&-%*/#>-#$/&"$&/1%&
D#*/&)6$/14&"#D#$21=$%$#!
E#'-#$2!&G!M6"6!'#,%)#$2,!*F#)!98!
&'!&0)#'!.*D#!4##$!2&!*!G*,2!G&&)!
&'!-*,C*0!)%$%$F!'#,2*C'*$2!%$!2.#!
of those who visited a fast food or casual dining restaurant in the past
21% month viewed digital video during at least one of those visits.
E*,2!A&$2.b!&C2!&G!2.&,#!@.&!
D%,%2#)V!89]!$&2%-#)!*!)%F%2*0!
D%)#&!,-'##$!*2!2.#!0&-*2%&$!&$!*2!
0#*,2!&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!G*,2!G&&)!&'!
-*,C*0!)%$%$F!'#,2*C'*$2,!*A&$F!
*00!/A#'%-*$!2##$,!*$)!*)C02,!%,!
9?]!&'!>8!A%00%&$!C$%cC#!E#&E0#6!
viewed
16%
Teen and adult U.S. residents
have viewed digital video at a fast
food or casual dining restaurant in
the past month.
Persons estimate: 42 million
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 23
© 2010 Arbitron Inc. and Edison Research

24. Monthly Digital Video Viewers
Demographic Profile
Fast Food or Casual Dining Restaurant
Sex Age
Female 19%
44% 17% 16%
13% 15%
11% 10%
Male
56%
12-17 18-24 25-34 35-44 45-54 55-64 65+
V#*/&E660&6-&5#*>#(&0"$"$9&
-%*/#>-#$/*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&
Household Income Race/Ethnicity
• I##$,!*$)!1&C$F!*)C02,!
7%
White • /GL0C#$2!-&$,CA#',!
15% C1%&#>0"%$5%&*F%H*I&
29% African-American
27% 26%
Hispanic • (*0#!
17%
Asian/Other • W#&E0#!@%2.!-.%0)'#$!0%D%$F!%$!
2.#!.&C,#.&0)!
19% 60%
Under $25K to $50K to Over
$25K < $50K < $100K $100K
Based on 76% of sample aged 18 or older who provided an income level.
Education Household Composition
4-year College Degree or Higher 40% Have Children Under Age 18 Living at Home 42%
Based on respondents aged 18 or older.! Based on respondents aged 18 or older. !
National Average Index
College
Income Income Degree Children in
Men Women Age 12-24 Age 18-49 Age 25-54 $50K+ $100K+ or Higher Household
114 87 129 113 104 107 129 98 119
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 24
© 2010 Arbitron Inc. and Edison Research

25. Monthly Digital Video Viewers
Audience Estimates
Gas Station
visited
88% Teen and adult U.S. residents
have visited a gas station in the
past month.
P%#-(?&$"$%&"$&BA&7)%-"5#$*&
Persons estimate: 227 million 1#,%&,"*"/%0&#&9#*&*/#/"6$&"$&/1%&
D#*/&)6$/14&^%F.21=#%F.2!
E#'-#$2!&G!M6"6!'#,%)#$2,!*F#)!98!
&'!&0)#'!.*D#!4##$!2&!*!F*,!
,2*2%&$!%$!2.#!E*,2!A&$2.b!&C2!&G!
2.&,#!@.&!D%,%2#)V!9a]!$&2%-#)!*!
of those who visited a gas station in the past month viewed digital video
19% during at least one of those visits.
)%F%2*0!D%)#&!,-'##$!*2!2.#!
0&-*2%&$!&$!*2!0#*,2!&$#!&G!2.&,#!
D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!F*,!,2*2%&$,!
*A&$F!*00!/A#'%-*$!2##$,!*$)!
*)C02,!%,!9<]!&'!>X!A%00%&$!
C$%cC#!E#&E0#6!
viewed
17%
Teen and adult U.S. residents
have viewed digital video at a gas
station in the past month.
Persons estimate: 43 million
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 25
© 2010 Arbitron Inc. and Edison Research

26. Monthly Digital Video Viewers
Demographic Profile
Gas Station
Sex Age
21%
Female 19% 19%
46%
13% 13%
Male 10%
54% 6%
12-17 18-24 25-34 35-44 45-54 55-64 65+
W#*&*/#/"6$*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&
Household Income Race/Ethnicity • /GL0C#$2!-&$,CA#',!
7% • W#&E0#!@%2.!-.%0)'#$!0%D%$F!%$!
White 2.#!.&C,#.&0)!
33%
17% African-American C1%&#>0"%$5%&*F%H*I&
26%
22% Hispanic • (*0#!
19%
Asian/Other • ^)C-*2#)!
59%
18%
Under $25K to $50K to Over
$25K < $50K < $100K $100K
Based on 73% of sample aged 18 or older who provided an income level.
Education Household Composition
4-year College Degree or Higher 46% Have Children Under Age 18 Living at Home 50%
Based on respondents aged 18 or older.! Based on respondents aged 18 or older. !
National Average Index
College
Income Income Degree Children in
Men Women Age 12-24 Age 18-49 Age 25-54 $50K+ $100K+ or Higher Household
110 90 120 120 117 121 155 114 144
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 26
© 2010 Arbitron Inc. and Edison Research

27. Monthly Digital Video Viewers
Audience Estimates
Grocery Store
visited
90% Teen and adult U.S. residents
have visited a grocery store
in the past month.
C1%&)#R6-"/?&6E&7)%-"5#$*&
Persons estimate: 232 million 1#,%&,"*"/%0&#&9-65%-?&*/6-%&"$&
/1%&D#*/&)6$/14&Q%$#21!E#'-#$2!
&G!M6"6!'#,%)#$2,!*F#)!98!&'!&0)#'!
.*D#!4##$!2&!*!F'&-#'1!,2&'#!%$!
2.#!E*,2!A&$2.b!&C2!&G!2.&,#!@.&!
D%,%2#)V!X9]!$&2%-#)!*!)%F%2*0!
of those who visited a grocery store in the past month viewed digital
31% video during at least one of those visits.
D%)#&!,-'##$!*2!2.#!0&-*2%&$!&$!*2!
0#*,2!&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!F'&-#'1!,2&'#,!
*A&$F!*00!/A#'%-*$!2##$,!*$)!
*)C02,!%,!8;]!&'!<8!A%00%&$!
C$%cC#!E#&E0#6!
viewed
28%
Teen and adult U.S. residents
have viewed digital video at a
grocery store in the past month.
Persons estimate: 72 million
ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 27
© 2010 Arbitron Inc. and Edison Research