!"#$#%&#()*+(((!"#$%&"(("#)*&!"#$%&!(#)%*!+#,#*-.!/$*01,2!!3!!/4%2&$!5$-6!!7898:!;;<=9>?9!!3!!)%*$#6@%00%*A,B*4%2&$6-&A!! ...
Introduction%(56)%&/6&/1%&7-8"/-6$&!"9"/#(&3(#5%:;#*%0&<"0%6&=/>0?&@ABA&                                                  ...
Description of Methodology/4%2&$!5$-6!%$!E*2$#,.%E!@%2.!^)%,&$!+#,#*-.!-&$)C-2#)P!                                        ...
Public Venuesd##!%,!2.#!0%,2!&G!D#$C#!-*2#F&%#,!E&L%0#)!%$!2.#!#E&2P!                              1?&8-%#F&6>/&"$0","0>#(...
Definition of Terms•  <%$>%&<"*"/6-I&/!E#,&$!@.&!.*,!4##$!2&!&!@*,!#UE&,#)!2&!&$#!&G!2.#!9;!EC40%-!D#$C#,!#U*A%$#)!%$!2.%,...
Definition of Terms (continued)•  =%KI&&I.#!F#$)#!-&AE&,%2%&$!G&!2.#!F&CEb!C$0#,,!&2.#@%,#!%$)%-*2#)V!2.#!2&2*0!,*AE0#!%,!...
Significant HighlightsM%#51&•  I.#!*D*%0*4%0%21!&G!)%F%2*0!E0*-#=4*,#)!D%)#&!.*,!#*-.#)!*!-%2%-*0!A*,,6!!<R]!&G!M6"6!#,%)#...
Digital Place-Based Video as a Medium: U.S. Total Reach                                                                   ...
Comparing the Reach of Digital Place-Based Video to Other Media                                                           ...
Digital Place-Based Video Advertising Recall                                                                             <...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
Monthly Digital Video Viewers                                                                                             ...
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
2010 digital video_display_study
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2010 digital video_display_study

  1. 1. !"#$#%&#()*+(((!"#$%&"(("#)*&!"#$%&!(#)%*!+#,#*-.!/$*01,2!!3!!/4%2&$!5$-6!!7898:!;;<=9>?9!!3!!)%*$#6@%00%*A,B*4%2&$6-&A!! © 2010 Arbitron Inc. and Edison Research
  2. 2. Introduction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•  Q#@!)*2*!-&00#-2#)!%$!8R9R! #0*2%&$!2&!2.#!A#)%CAJ,!•  (&$2.01!*$)!@##H01!$*2%&$*0!*C)%#$-#!#,2%A*2#,!G&!)%F%2*0!E0*-#=4*,#)!D%)#&!*,!*!A#)%CA! E&2#$2%*0!#*-.!&D#*006!•  5$G&!&$!M6"6!#,%)#$2,!*F#)!98!&!&0)#!7%$-0C)%$F!2##$,:! I.#!C$%D#,#!#,2%A*2#,!*$)!•  S#*H&C2,!G&!9;!)%GG##$2!D#$C#!-*2#F&%#,! D%#@#!E&L%0#,!*0,&!.#0E! –  I&2*0!$CA4#!&G!D%,%2&,!2&!2.#!D#$C#,!%$!2.#!E*,2!A&$2.! *)D#2%,#,!*$)!*F#$-%#,!A*H#! %$G&A#)!)#-%,%&$,!&$!@.%-.! –  I&2*0!$CA4#!&G!)%F%2*0!D%)#&!D%#@#,!*2!2.#!D#$C#,!%$!2.#!E*,2!A&$2.! $#2@&H,!2&!%$-0C)#!%$!2.#%!•  T#A&F*E.%-!E&L%0#,!&G!D%#@#,!%$-0C)%$F!,#UV!*F#V!#2.$%-%21V!.&C,#.&0)!%$-&A#V!#)C-*2%&$!*$)!E#,#$-#!&G!-.%0)#$! A#)%*!E0*$,6! C$)#!9;!%$!2.#!.&C,#.&0)!•  /)!#$F*F#A#$2!*$)!EC-.*,#!%$2#$2!A#*,C#,!• 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© 2010 Arbitron Inc. and Edison Research
  3. 3. Description of Methodology/4%2&$!5$-6!%$!E*2$#,.%E!@%2.!^)%,&$!+#,#*-.!-&$)C-2#)P! C1%&")D6-/#$5%&6E&*#)D("$94!•  I&2*0!&G!9V<_X!-&AE0#2#)!,CD#1,!! /4%2&$!C,#)!2#0#E.&$#! #-C%2#)!,*AE0#!74&2.!0*$)0%$#!•  I#0#E.&$#!%$2#D%#@! *$)!-#00!E.&$#:!2&!-#*2#!2.#,#!•  S#2@##$!`*$C*1!8_!*$)!Z#4C*1!88V!8R9R!! C$%D#,#!#,2%A*2#,6!!•  +*$)&A!,*AE0#!&G!E#,&$,!*F#)!98!*$)!&0)#!! "&V!C$0%H#!5$2#$#2!E*$#0,!2.*2!•  +#,E&$)#$2,!,#0#-2#)!G&A!/4%2&$J,!Z*00!8RRa!,CD#1!&G!)%*1H##E#,!*$)!2.&CF.!*$)&A!)%F%2!)%*0%$F!7+TT:! -*$!#U-0C)#!9?]!&!A&#!&G!2.#! ,*AE0%$F!%$!-#2*%$!F#&F*E.%-!*#*,!@.##!/4%2&$!)%*1H##E#,!@##!$&2!*D*%0*40#!G&!2.#!,CD#16!!T%*1H##E#,! M6"6!E&EC0*2%&$!2.*2!)&#,!$&2! #E#,#$2!_9]!&G!2.#!-&AE0#2#)!%$2#D%#@,!*$)!+TT=,*AE0#)!#,E&$)#$2,!#E#,#$2!>a]!&G!2.#!-&AE0#2#)! #FC0*01!*--#,,!2.#!5$2#$#2V! %$2#D%#@,! 2.#,#!C$%D#,#!#,2%A*2#,!E&D%)#!•  5$-0C)#,!-#00!E.&$#!,*AE0#! *!A&#!-&AE0#2#!E%-2C#!&G!2.#!•  5$-0C)#,!$&$=5$2#$#2!.&C,#.&0),! 2&2*0!A*H#2!@%2.&C2! C$)#-&C$2%$F!&!#U-0C)%$F!•  Q*2%&$*001!E&N#-2*40#!2&!2.#!GC00!M6"6!E&EC0*2%&$!*F#)!98!&!&0)#! #$2%#!,#FA#$2,!&G!2.#! E&EC0*2%&$6!Q&2#P!W#,&$,!#,2%A*2#,V!)#A&F*E.%-!-&AE&,%2%&$,!*$)!%$)%-#,!*#!-*0-C0*2#)!2&!&$#!)#-%A*0!E&%$2V!4C2!&C$)#)!2&!2.#!$#*#,2!GC00!E#-#$2*F#!E&%$2!%$!2.#!#E&2b!2.##G&#!2&2*0,!A*1!$&2!*))!2&!9RR6! ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 3 © 2010 Arbitron Inc. and Edison Research
  4. 4. Public Venuesd##!%,!2.#!0%,2!&G!D#$C#!-*2#F&%#,!E&L%0#)!%$!2.#!#E&2P! 1?&8-%#F&6>/&"$0","0>#(&•  /%E&2! ,%$>%*G&I.%$H!&G!D#$C#,!*0A&,2! 0%H#!IO!E&F*AA%$F!F#$#,!&!•  S*! *)%&!,2*2%&$!G&A*2,b!%$!A&,2!•  [&GG##.&C,#!&!,*$)@%-.!,.&E! -*,#,V!2.#!-&$2#$2!%,!)#,%F$#)!2&!•  [&$D#$%#$-#!,2&#! *EE#*0!2&!*!,E#-%L%-!*C)%#$-#6!I.#!•  TCF!,2&#! ,*A#!%,!2C#!G&!-#2*%$!D#$C#! -*2#F&%#,6!I.#!21E#,!&G!E#&E0#!•  ^0#D*2&! #*-.#)!A&,2!G#cC#$201!%$!*!•  Z*,2!G&&)!&!-*,C*0!)%$%$F!#,2*C*$2! A&D%#!2.#*2#!A*1!4#!cC%2#!•  e*,!,2*2%&$! )%GG##$2!G&A!2.&,#!#*-.#)!%$!*!•  e&-#1!,2&#! )&-2&J,!&GL%-#6!•  d#*02.!-0C4! M$%D#,#!#,2%A*2#,!*$)!E&L%0#! 4#*H&C2,!G&!%$)%D%)C*0!D#$C#!•  d&,E%2*0!&!A#)%-*0!2#,2!G*-%0%21! -*2#F&%#,!.#0E!*)D#2%,#,!*$)!•  f*F#!#2*%0!&!)#E*2A#$2!,2&#! A#)%*!E0*$$#,!,#0#-2!$#2@&H,!•  (#)%-*0!&GL%-#!7,C-.!*,!*!)&-2&J,!&GL%-#V!)#$2%,2!&!D#2#%$*%*$:! @%2.!2.#!.#*D%#,2!-&$-#$2*2%&$!•  (&D%#!2.#*2#! &G!2.#%!2*F#2!-&$,CA#,6!•  gGL%-#!4C%0)%$F!0&441!•  ".&EE%$F!A*00!•  "2*)%CA!&!*#$*!•  I*$,E&2*2%&$! –  ^U2#%&!&G!*!SC,V!SC,!"2&E!".#02#V!I*%$!&!I*U%-*4! –  +%)%$F!5$,%)#!*!SC,V!I*%$!&!I*U%-*4! ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 4 © 2010 Arbitron Inc. and Edison Research
  5. 5. Definition of Terms•  <%$>%&<"*"/6-I&/!E#,&$!@.&!.*,!4##$!2&!&!@*,!#UE&,#)!2&!&$#!&G!2.#!9;!EC40%-!D#$C#,!#U*A%$#)!%$!2.%,!#E&2!%$! <"*"/6-*&,*4&<"%H%-*4&5$!2.%,! 2.#!E*,2!A&$2.6!I.#!,CD#1!cC#,2%&$!D#4*2%A!%,P!! #E&2!D%,%2&,!#E#,#$2!2.#! !h,%(&-#(./$&(01%&-2(-/3#(*14()##%(&1i5$.#67876(3#%4#9j! $CA4#!&G!E#&E0#!@.&!.*D#!4##$! 2&!*!E*2%-C0*!21E#!&G!D#$C#!%$!•  26$/1(?&!"9"/#(&<"0%6&<"%H%-I&&/!E#,&$!@.&!$&2%-#)!*!)%F%2*0!D%)#&!,-##$!*2!&$#!&G!2.#!9;!EC40%-!D#$C#,! 2.#!E*,2!A&$2.6!"%$-#!$&2!*00! #U*A%$#)!%$!2.%,!#E&2!%$!2.#!E*,2!A&$2.6!I.#!,CD#1!c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•  %%F(?&!"9"/#(&<"0%6&<"%H%-I&&/!E#,&$!@.&!$&2%-#)!*!)%F%2*0!D%)#&!,-##$!*2!&$#!&G!2.#!9;!EC40%-!D#$C#,! #E#,#$2!2.#!$CA4#!&G!E#&E0#! #U*A%$#)!%$!2.%,!#E&2!%$!2.#!E*,2!@##H6!I.#!,CD#1!cC#,2%&$!G&00&@#)!2.#!,#cC#$-#!G&-C,%$F!&$!)%F%2*0!D%)#&! @.&!,E#-%L%-*001!#-*00!,##%$F!*! D%#@%$F!%$!2.#!E*,2!A&$2.b!2.#!,CD#1!cC#,2%&$!D#4*2%A!%,P! )%F%2*0!D%)#&!,-##$!*2!*!D#$C#6!!52! %,!E&,,%40#!2&!.*D#!4##$!%$!2.#! (:,%(&-#(./$&(=##A2(-/3#(*14($##%(/(7>7&/<(37#1(7$.</*J5$.#67876(3#%4#9K( E&U%A%21!&G!*!,-##$!7#UE&,#):!•  3%-*6$*&%*/")#/%*I&I.#!$CA4#!&G!M6"6!#,%)#$2,!@.&!.*D#!@*2-.#)!*!)%F%2*0!D%)#&!,-##$6!I.%,!$CA4#!#E#,#$2,! @%2.&C2!$&2%-%$F!%26! C$%cC#!E#&E0#!%$!2.#!E&EC0*2%&$V!QgI!*)!%AE#,,%&$,6!! !Z&!#U*AE0#P!I.#!A&$2.01!)%F%2*0!D%)#&!E#,&$,!#,2%A*2#,!G&!F&-#1!,2&#,!%,!<8!A%00%&$!E#&E0#!*F#)!98!&!&0)#6! I.%,!$CA4#!%,!)#%D#)!41!AC02%E01%$F!!2.#!2&2*0!-C#$2!M6"6!E&EC0*2%&$!41!2.#!E#-#$2*F#!&G!&C!#E#,#$2*2%D#! ,*AE0#!@.&!#E&2#)!$&2%-%$F!*!)%F%2*0!D%)#&!,-##$!%$!*!F&-#1!,2&#!%$!2.#!E*,2!A&$2.!78_aVRRRV?RRk!U!8<6a]!l!! <8V8?9V9?<:6! !I.#!$CA4#!&G!2&2*0!*)!%AE#,,%&$,!2.#,#!E#&E0#!#E#,#$2!@&C0)!D*1!4*,#)!&$!2.#!G#cC#$-1!&G!2.#%!D%#@%$F!*$)! 2.#!$CA4#!&G!*),!%$!&2*2%&$6! *Copyright 2009, Claritas, Inc. ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 5 © 2010 Arbitron Inc. and Edison Research
  6. 6. Definition of Terms (continued)•  =%KI&&I.#!F#$)#!-&AE&,%2%&$!G&!2.#!F&CEb!C$0#,,!&2.#@%,#!%$)%-*2#)V!2.#!2&2*0!,*AE0#!%,!E#,&$,!*F#)!98!&! J6H&/6&>*%&#$&"$0%KI&/$!%$)#U! &0)#6! &G!9RR!A#*$,!2.#!F&CE!.*,!2.#! ,*A#!)#A&F*E.%-!-&AE&,%2%&$!•  79%I&I.#!*F#!-&AE&,%2%&$!G&!2.#!F&CEb!C$0#,,!&2.#@%,#!%$)%-*2#)V!2.#!2&2*0!,*AE0#!%,!E#,&$,!*F#)!98!&!&0)#6! *,!2.#!$*2%&$!&$!*D#*F#6!!!•  J6>*%16(0&L$56)%I&&I.#!*EE&U%A*2#!2&2*0!.&C,#.&0)!%$-&A#!%$!8RRa!G&A!*00!,&C-#,!4#G&#!2*U#,!G&!2.#!F&CEb! /$!%$)#U!*4&D#!9RR!A#*$,!2.*2! C$0#,,!&2.#@%,#!%$)%-*2#)V!2.#!2&2*0!,*AE0#!%,!E#,&$,!*F#)!9;!&!&0)#6!I.##!%,!21E%-*001!*!-#2*%$!E#-#$2!&G! D#$C#!*22*-2,!A&#!E#&E0#!@%2.! #,E&$)#$2,!@.&!)#-0%$#!2&!E&D%)#!%$-&A#!%$G&A*2%&$6!I.#!.&C,#.&0)!%$-&A#!-&AE&,%2%&$,!%$!2.%,!#E&2!*#! 2.*2!-.**-2#%,2%-!2.*$!@#!@&C0)! E&N#-2#)!*A&$F,2!&$01!2.&,#!@.&!)%)!E&D%)#!*$!%$-&A#!*$F#6! #UE#-2!2&!L%$)!%$!*!*$)&A!•  M#5%N./1$"5"/?I&&I.#!*-#!*$)!#2.$%-%21!-&AE&,%2%&$!G&!2.#!F&CEb!C$0#,,!&2.#@%,#!%$)%-*2#)V!2.#!2&2*0!,*AE0#!%,! ,*AE0#!&G!2.#!2&2*0!M6"6! E#,&$,!*F#)!98!&!&0)#6! E&EC0*2%&$b!*$!%$)#U!C$)#!9RR! A#*$,!2.#!D#$C#!C$)#=)#0%D#,!•  .0>5#/"6$I&I.#!.%F.#,2!-&AE0#2#)!0#D#0!&G!#)C-*2%&$!G&!2.#!F&CEb!C$0#,,!&2.#@%,#!%$)%-*2#)V!2.#!2&2*0!,*AE0#!%,! E#&E0#!@%2.!2.*2!-.**-2#%,2%-6!! E#,&$,!*F#)!9;!&!&0)#6!! Z&!#U*AE0#P!I.#!2&2*0!M6"6!•  J6>*%16(0&O6)D6*"/"6$I&&I.#!E#-#$2*F#!&G!2.#!F&CE!@.&!.*D#!&$#!&!A&#!-.%0)#$!C$)#!2.#!*F#!&G!9;!0%D%$F!%$! E&EC0*2%&$!&G!E#,&$,!*F#)!98!&! 2.#%!.&A#b!C$0#,,!&2.#@%,#!%$)%-*2#)V!2.#!2&2*0!,*AE0#!%,!E#,&$,!*F#)!9;!&!&0)#6! &0)#!%,!-&AE&,#)!&G!>a]!A#$b!•  P#/"6$#(&7,%-#9%&L$0%KI&[&AE*#,!2.#!)#A&F*E.%-!-&AE&,%2%&$!G&!2.#!F&CE!2&!2.#!-&AE&,%2%&$!&G!2.#!M6"6! 2.&,#!@.&!.*D#!@*2-.#)!*!)%F%2*0! E&EC0*2%&$!*,!*!@.&0#6!! D%)#&!)%,E0*1!*2!*!F*,!,2*2%&$!%$! 2.#!E*,2!A&$2.!*#!_>]!A#$6! 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. 7. Significant HighlightsM%#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.#!,-##$6! ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 7 © 2010 Arbitron Inc. and Edison Research
  8. 8. Digital Place-Based Video as a Medium: U.S. Total Reach Q,%-&/H6:/1"-0*&6E&7)%-"5#$& /%%$*&#$0&#0>(/*&1#,%&*%%$&#& 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. 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. 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&$2.:6! 19%! Those who saw an ad and have made an unplanned purchase after seeing an item featured on the screen. Note: See appendix for verbatim survey questions. ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 10 © 2010 Arbitron Inc. and Edison Research
  11. 11. Monthly Digital Video Viewers Audience EstimatesAirport visited 21% Teen and adult U.S. residents have visited an airport in the past month. 26-%&/1#$&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. 12. Monthly Digital Video Viewers Demographic ProfileAirport 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 $100KBased 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+ $100K+ or Higher Household 113 87 89 110 118 161 191 157 96 ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 12 © 2010 Arbitron Inc. and Edison Research
  13. 13. Monthly Digital Video Viewers Audience EstimatesBar visited 29% Adult U.S. residents aged 21 or older have visited a bar in the past month. 26-%&/1#$&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. 14. Monthly Digital Video Viewers Demographic ProfileBar 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 $100KBased 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+ $100K+ or Higher Household 136 66 243 141 131 121 107 125 112 ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 14 © 2010 Arbitron Inc. and Edison Research
  15. 15. Monthly Digital Video Viewers Audience EstimatesCoffeehouse or Sandwich Shop visited 50% Teen and adult U.S. residents have visited a coffeehouse or sandwich shop in the past month. Q$%&"$&/H6&7)%-"5#$*&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. 16. Monthly Digital Video Viewers Demographic ProfileCoffeehouse 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 $100KBased 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+ $100K+ or Higher Household 108 92 141 120 105 113 145 113 125 ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 16 © 2010 Arbitron Inc. and Edison Research
  17. 17. Monthly Digital Video Viewers Audience EstimatesConvenience Store visited 72% Teen and adult U.S. residents have visited a convenience store in the past month. 26-%&/1#$&*%,%$&"$&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. 18. Monthly Digital Video Viewers Demographic ProfileConvenience 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 $100KBased 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+ $100K+ or Higher Household 115 85 141 116 108 89 82 100 144 ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 18 © 2010 Arbitron Inc. and Edison Research
  19. 19. Monthly Digital Video Viewers Audience EstimatesDrug Store visited 69% Teen and adult U.S. residents have visited a drug store in the past month. P%#-(?&*%,%$&"$&BA&7)%-"5#$*& 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. 20. Monthly Digital Video Viewers Demographic ProfileDrug 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 $100KBased 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+ $100K+ or Higher Household 93 107 119 108 105 96 97 105 123 ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 20 © 2010 Arbitron Inc. and Edison Research
  21. 21. Monthly Digital Video Viewers Audience EstimatesElevator visited 58% Teen and adult U.S. residents have been in an elevator in the past month. P%#-(?&*"K&"$&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. 22. Monthly Digital Video Viewers Demographic ProfileElevator 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 $100KBased 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+ $100K+ or Higher Household 130 71 136 135 121 139 233 150 116 ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 22 © 2010 Arbitron Inc. and Edison Research
  23. 23. Monthly Digital Video Viewers Audience EstimatesFast Food or Casual Dining Restaurant visited 79% Teen and adult U.S. residents have visited a fast food or casual dining restaurant in the past 7()6*/&%"91/&"$&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$%cC#!E#&E0#6! viewed 16% Teen and adult U.S. residents have viewed digital video at a fast food or casual dining restaurant in the past month. Persons estimate: 42 million ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 23 © 2010 Arbitron Inc. and Edison Research
  24. 24. Monthly Digital Video Viewers Demographic ProfileFast Food or Casual Dining Restaurant Sex Age Female 19% 44% 17% 16% 13% 15% 11% 10% Male 56% 12-17 18-24 25-34 35-44 45-54 55-64 65+ V#*/&E660&6-&5#*>#(&0"$"$9& -%*/#>-#$/*&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 $100KBased 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+ $100K+ or Higher Household 114 87 129 113 104 107 129 98 119 ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 24 © 2010 Arbitron Inc. and Edison Research
  25. 25. Monthly Digital Video Viewers Audience EstimatesGas Station visited 88% Teen and adult U.S. residents have visited a gas station in the past month. P%#-(?&$"$%&"$&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. 26. Monthly Digital Video Viewers Demographic ProfileGas 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 $100KBased 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

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