1. Visually Connect with Your Viewers Presented by FX Group and Frank N. Magid Associates Inc. April 2009 [email_address]

5. Survey Demographics Age Gender Ethnicity Currently own a high-definition television n = 421

6. Local Newscast Viewing Q. During a typical week, Monday through Friday, how many days do you watch a local newscast in the…? n = 421

7. Reasons to Watch Local Newscasts Q. There are many factors that motivate people to watch local newscasts. Indicate how much each of the following is a reason that you watch local newscasts. n = 421 51% 7-10 scores

8. Montage All Trace 1 1 3 3 5 5 7 7 9 9 11 11 13 13 2 4 6 8 10 12 2 4 6 8 10 12 Montage features 13 short video clips of local newscasts. The variation of the trace line color (between red and blue) designates the switch between video clips and not how the clips were rated. Time in Seconds Appeal Rating

9. Montage All Trace 1 1 3 3 5 5 7 7 9 9 11 11 13 13 2 4 6 8 10 12 2 4 6 8 10 12 Time in Seconds Appeal Rating

11. In Terms Of Hours Spent Per Day, Local Television News Is In The Middle Of The Pack Local news BASE: Those who use each form of media twice a week or more Q. 302 In a typical 24-hour day, Monday through Sunday, how many hours per day do you do each of the following? Hours Spent Using Each Media In A Typical Day

12. The Current Economic Situation Positively Impacts Web Site And Local Television News Usage, Print Magazines Show A Significant Drop BASE: Those who use each form of media twice a week or more Q.1100(A-E) In the past several months the economy has unfortunately taken a turn for the worse. How have the recent economic conditions changed your frequency of doing each of the following? Impact Of Economy On Media Usage Net Increase +16 +14 -1 +7 -10 Local news

13. Relative To Other Media, Products Advertised In Local Television News Are Among The More Trustworthy BASE: Those who use each form of media twice a week or more, for Yellow Pages and Direct mail respondents used /read the respective media at least once in the past 12 months Q.700-Q.704 Please indicate the extent to which you agree with the statements below with regard to…? Advertising Effectiveness - Trustworthiness Chart shows percent who rate each media a “4” or a “5” where a “5” means “strongly agree” I can trust products or services that are advertised on this type of media Local news

14. Local News Performs Well With Regards To Recall BASE: Those who use each form of media twice a week or more, for Yellow Pages and Direct mail respondents used /read the respective media at least once in the past 12 months Q.700-Q.704 Please indicate the extent to which you agree with the statements below with regard to…? Advertising Effectiveness - Recall When I see an ad on this type of media, I remember the product or service advertised Has memorable advertisements Chart s show percent who rate each media a “4” or a “5” where a “5” means “strongly agree” Local news Local news

18. WTHR vs. KTVT WTHR_01_twoshot KTVT_01_twoshot Time in Seconds Appeal Rating Note: 4 seconds of leader have been removed

19. WTHR vs. KTVT Q. Thinking about the sets and the overall settings of the newscasts, overall which of the two newscasts did you prefer? WTHR_01_twoshot KTVT_01_twoshot n = 421 * * * Differences are significant at .05 level

23. KCRA Traffic vs. WESH Traffic KCRA_04_traffic WESH_04_traffic Time in Seconds Appeal Rating Note: 4 seconds of leader have been removed

24. KCRA Traffic vs. WESH Traffic Q. Thinking about the way traffic information is presented in each newscasts, overall which of the two newscasts did you prefer? KCRA_04_traffic WESH_04_traffic n = 421 * Differences are significant at .05 level * *

26. KTVT vs. KCRA KTVT_02_oneshot_noots_replace KCRA_05_oneshot Time in Seconds Appeal Rating Note: 4 seconds of leader have been removed

27. KTVT vs. KCRA KTVT_02_oneshot_nootsreplace KCRA_05_oneshot n = 421

29. WESH vs. KTVT WESH_02_oneshot KTVT_02_oneshot_noots_replace Time in Seconds Appeal Rating Note: 4 seconds of leader have been removed

30. WESH vs. KTVT WESH_02_oneshot KTVT_02_oneshot_noots_replace n = 421

32. WCVB vs. WESH WCVB_03_rp WESH_06_oneshot_w_screen Time in Seconds Appeal Rating Note: 4 seconds of leader have been removed

35. RP - Moving background Drab wardrobes Exact same set --- different background – contrast ratio

36. WESH Versus KCRA — Preferred Newscast WESH WESH_01_twoshot KCRA_01_twoshot_replace KCRA DK/NS

37. WESH Versus KCRA – exact same set --- only difference is the graphic in the rear screen projector. Clearest and simplest graphical information WESH_01_twoshot KCRA_01_twoshot_replace Delivered from the most attractive set Setting made the anchors seem warm and friendly Overall look of the newscast, graphics and set made the newscast believable and trustworthy

38. WESH Versus KCRA Studio setting and video were sharp, clear and crisp WESH_01_twoshot KCRA_01_twoshot_replace Pictures of the newscasters were the most vivid and eye-catching Most professional, well- dressed, well groomed and put together Lighting made the newscasters and the setting more attractive and easier to see

39. Visually Connect with Your Viewers Presented by FX Group and Frank N. Magid Associates Inc. April 2009 [email_address]