This document contains information from Nielsen reports on the relationship between program engagement, ad recall, and contextual advertising. 1) It shows strong positive correlations between viewer engagement with TV programs (both entertainment and sports) and recall of commercials aired during the programs. The more engaged viewers are, the better they recall ads. 2) For food product ads, those aired during food-themed cable shows generated 24% higher brand recall and 28% higher message recall than food ads in non-food shows. 3) Football-themed ads aired during NFL games achieved stronger brand linkage, likeability, and recall scores than standard ads without football elements. Nike ads featuring football scored higher on recall metrics than

1. Content & Context-
It’s Good to Be the King!
Paul Lindstrom
April 14, 2011

2. Program Engagement and Ad Recall
(Entertainment Programs)
• Program Engagement impacts ad effectiveness because when viewers are more
engaged with a show they are less likely to change channels, or multi-task, or
y = 0.3604x + 0.2575
leave the room… so they are more likely to2pay attention to the commercials
R = 0.6556
70%
60% Correlation = .8
General Recall
50%
40%
30%
20%
10%
10% 30% 50% 70% 90%
Program Engagement
Source: Nielsen IAG; includes PE and GR for every regularly airing non-sports programs measured Q1 2005 through Q2 2007; limited to sample >=200; <5% of cases removed as outliers
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

3. Program Engagement and Ad Recall
(Sports Programs)
• The same relationship is also found between engagement in Sports programming
and ad recall
70%
General Recall
60%
50% Correlation = .8
40%
30%
20%
10%
10% 30% 50% 70% 90%
Program Engagement
Source: IAG Research; includes PE and GR for every regularly airing sports program measured Q1 2005 through Q2 2007; limited to sample >=200; <5% of cases removed as outliers
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

4. Contextual Advertising Case Study
Food Product Ad Performance by Programming Type
• Ads for food products airing in food-focused Cable programs generate 24% higher
Brand Recall and 28% higher Message Recall relative to food product advertising in
non-food themed Cable programming.
45%
Food-Themed Cable Programming
41%
All Other Cable Programming
To Be Read As: On average,
31%
viewers exposed to food
product ads in food-themed 25%
programming were better able 23%
to recall the advertised brand
18%
than viewers exposed to food
product ads in non-food-
themed programming (31%
vs. 25%).
General Recall Brand Recall Message Recall
How well do viewers How well do viewers associate How well do viewers understand
remember the creative the advertised brand the ad’s core message
Green arrow indicates
Source: Nielsen IAG, Sep 1, 2009 – July 31, 2010, A18-49, Primetime only (6p-12a), Cable only, Non-sports programming only significant difference
Food-themed programming includes instructional cooking shows such as ‘30-Minute Meals‘ (FOOD), food-focused documentaries such as ‘Food Tech’ (HIST), vs. comparison at 90%
and food-themed reality series such as ‘Top Chef’ (BRAVO). confidence.
Nielsen-IAG measured Cable networks: A&E, BRAVO, COM, DSC, ESPN, FOOD, FX, HIST, HGTV, LIFE, MTV, NAN, SPEED, SYFY, TBS, TLC, TNT, USA, VH1
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

5. Ads with Football Elements vs. Standard Ads
• When aired In-game, ads that involved football elements garnered significantly
stronger breakthrough and brand resonance
Includes Football Elements, All Brands No Football Elements, All Brands
71%
65%
53% 53%
50%
46%
35%
30%
19%
16%
General Recall Brand Recall Likeability Brand Linkage Likeability
Linkage
Source: Nielsen IAG, 8.9.09 – 1.31.10; P18+; NFL Games only.
Highlighted results indicate statistically significant difference at 90% confidence.
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NFL
Copyright © 2010 The Nielsen Company. Confidential and proprietary. Custom

6. Football-Themed Ads: Case Studies
Nike
• Nike’s football-themed creative
featuring Adrian Peterson garnered
directionally stronger recall
measures than non-themed creative
airing in-game
General Brand Message Like-
Brand Recall Recall Recall ability
Nike - Football Themed 42% 31% 10% 16%
Nike - Non-Themed 31% 20% 6% 9%
Football Themed Indexed to
135 155 167 178
Non-Themed
Source: Nielsen IAG, 8.9.09 – 1.31.10; P18+; NFL Games only
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NFL
Copyright © 2010 The Nielsen Company. Confidential and proprietary. Custom