This fourth annual study conducted by international research firm, StrategyOne, a subsidiary of Edelman.

1. Trust in the Entertainment Industry:Consumer Behaviour in an Era of Social Entertainment Thursday 20 May 2010

2. Methodology Trust in Entertainment Industry Fourth annual study This study was conducted by international research firm, StrategyOne, a subsidiary of Edelman. Surveys were conducted online from March 8, 2010 through March 10, 2010 using the field services of Authentic Response, Inc. 552 respondents in the UK ages 18-54 515 respondents in the US ages 18-54 Margin of error is +3.3% in total and +4.3% for each country in 95 out of 100 cases Trust Barometer Tenth annual study 4,875 people in 22 countries of which 1,800 in Europe Ages 25 to 64 College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy U.S.: 500 Informed Publics (100 ages 25-34 and 400 ages 35-64) Edelman Social Entertainment 2010

3. TV and Internet the Most Dominant Entertainment Sources in the UK and US UK US All other mentions less than 10% Edelman Social Entertainment 2010 Sources of Entertainment Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the UK

4. In US internet surges but TV most frequent “source of entertainment” Sources of Entertainment – US (ages 18-34) 2010 2009 Up 15% Edelman Social Entertainment 2010 Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the UK

5. Less dramatic increase in the UK Sources of Entertainment – UK (ages 18-34) 2010 2009 Edelman Social Entertainment 2010 NA NA NA Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the UK

6. UK Consumers will pay for what’s most important to them MOST IMPORTANT LEAST IMPORTANT Edelman Social Entertainment 2010 Important Willing to pay for Q: How important are each of the following things to you, personally, when you are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too important or not important at all? (Top 2 Box) Respondents ages 18-54 in the UK Q: Thinking about these same items, would you be willing to pay a little, a lot or nothing at all for each one to access your entertainment? (Top 2 Box) Respondents ages 18-54 in the UK

7. Social Networks emerge as a form of Entertainment UK US Edelman Social Entertainment 2010 Q: . Do you consider social networking sites to be a form of entertainment? Respondents ages 18-54 in the US and UK

8. The value of Social Networking % Who believe each provides “excellent” or “very good” value UK US Edelman Social Entertainment 2010 Q: Thinking about the entertainment provided by each of the following entities, do you think in general they provide excellent, very good, good, fair or poor value in entertainment? (Top 2 Box, Excellent/Very Good Value) Respondents ages 18-54 in the US

9. What are consumers willing to sacrifice for free entertainment? Edelman Social Entertainment 2010 UK US Q: Which of the following would you be willing to sacrifice in order to get your entertainment for free? Please select all that apply. Respondents ages 18-54 in the US and UK

10. Top-of-mind Entertainment Companies US UK Edelman Social Entertainment 2010 Q: When you think about the entertainment sector, which companies come to mind? Please mention any companies that you can think of. Respondents ages 18-54 in the US and the UK

11. Surprising reputational factors matter Important Reputation Factors – UK US 65% 65% 61% 61% 62% 54% 48% 51% 55% 49% 44% 44% Edelman Social Entertainment 2010 Q: How important are each of the following factors to the overall reputation of a company in the entertainment industry? Please use a scale of 1 to 9 where 1 means it is not important at all and 9 means it is extremely important. (Top 2 Box) Respondents ages 18-54 in the UK

12. Trust in the Entertainment Industry: 2008 – 2010 Trust in the entertainment industry rebounded in the US over the past year Edelman Social Entertainment 2010 Q: To what extent do you trust businesses in the entertainment industry to do what is right? Top 2 Box: Total trust; Respondents ages 18-34 in the US and UK *Source: 2010 Edelman Trust Barometer. Please tell me how much you TRUST businesses in each of the following industries to do what is right using a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL”. Top 4 Box: Total trust; Informed publics ages 25-34 in the US and UK

13. UK Entertainment Spending Edelman Social Entertainment 2010 Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the UK (2009 wording: Are you currently spending more money, less money, or about the same amount on entertainment as you did a year ago?)

14. US Entertainment Spending Edelman Social Entertainment 2010 Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the US (2009 wording: Are you currently spending more money, less money, or about the same amount on entertainment as you did a year ago?)

15. Consumer attitudes towards social networks impact spend SPEND MORE UK Social networking IS entertainment US Social networking IS entertainment Edelman Social Entertainment 2010 2010. Avg Spend Trusters £26 Distrusters £24 2010. Avg Spend Trusters $49 Distrusters $43 Spend more Spend less SPEND LESS Q: . Do you consider social networking sites to be a form of entertainment? Respondents ages 18-54 in the US and UK Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the US and UK

16. Consumer attitudes towards trust impacts spend US Trust Entertainment Companies UK Trust Entertainment Companies SPEND MORE Edelman Social Entertainment 2010 2010. Avg Spend Trusters £28 Distrusters £22 2010. Avg Spend Trusters $47 Distrusters $43 Spend more Spend less SPEND LESS Q: To what extent do you trust businesses in the entertainment industry to do what is right? Top 2 Box: Total trust; Respondents ages 18-34 in the US and UK *Source: 2010 Edelman Trust Barometer. Please tell me how much you TRUST businesses in each of the following industries to do what is right using a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL”. Top 4 Box: Total trust; Informed publics ages 25-34 in the US and UK Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the US and UK

17. Building trust in era of “social entertainment” requires a mosaic approach Listen with new intelligence Participate in conversation Create and co-create content Socialize media Champion open advocacy Build active partnerships Embrace complexity Edelman Social Entertainment 2010