1) Bass Pro Shops has become a premier outdoor retailer in America serving over 75 million sportsmen a year with a unique shopping experience celebrating the outdoors. 2) RFD-TV has over 40 million viewers who are concentrated outdoor enthusiasts, with many living on large plots of land where fishing and hunting are readily accessible. 3) RFD-TV viewers are significantly more likely to participate in hunting and fishing activities and own related equipment compared to the general population, making them a valuable target customer base for Bass Pro Shops.

1. Fishing, RFD-TV Viewers: 41%
100 103.75 107.5 111.25 115
111
Went fishing this year: RFD-TV Viewers vs. General
Population
RFD-TV: A Great Opportunity for Bass Pro Shops!
With an unique, destination shopping experience, Bass Pro Shops has become one of the premier
outdoor retailers in America, servicing over 75 million sportsmen a year. Presenting a shopping
experience that goes well beyond just meeting the needs of their customers; Bass Pro Shops provides
an environment that communicates both an understanding and celebration of the outdoors and the
outdoors enthusiast; making Bass Pro Shops a part of their customerʼs outdoors adventure.
With an outdoor focus tied to both work and play, our over 40 million RFD-TV viewers represent a
concentrated customer base of active outdoor enthusiasts. Celebrants of the Rural Lifestyle, with the
majority living on over five acres of land; our viewers live in the open areas, where fishing and hunting
are readily accessible and an ingrained part of their lifestyle.
Not surprisingly, our viewers are significantly overdeveloped in both hunting and fishing as well as in
ownership of equipment related to the outdoors, including: Rifles & Shotguns, Boats, ATVs, UTVs,
Pickup Trucks and SUVs.
RFD-TV provides a tremendous platform for Bass Pro Shops to reach this valuable customer base, as
well as an excellent opportunity to strengthen Bass Pro Shopsʼ brand by proudly celebrating and
supporting the outdoor enthusiast.
Fishing
Fishing, RFD-TV Viewers: 41%
100 137.5 175 212.5 250
241
Over 40% of RFD-TV Viewers own a fishing license, significantly higher than the 17% of the general
population that indicated they went fishing in the past year. In addition, RFD-TV Viewers are also
overdeveloped for fishing compared with the overall Rural Population, making our viewers an ideal
target customer for Rods, Reels, Tackle and Fishing Accessories.
Went fishing this year: RFD-TV Viewers vs. Rural
Population
Boating
With boat ownership levels at over three times that of the general population, our viewers represent
and extremely valuable customer segment for Boats, Outboard & Trolling Motors, Batteries and all
manner of Boating Supplies and Accessories.
Own Boat, RFD-TV Viewers: 26%
100 163.75 227.5 291.25 355
351
Boat ownership: RFD-TV Viewers vs. General Population

2. Hunting, RFD-TV Viewers: 37%
100 180 260 340 420
418
Auto & ATV/UTV
An indication of the value of RFD-TV Viewers to Bass Pro Shops is their development in hunting:
Compared to the general population, our viewers are over 400% more likely to be hunters. Even
when compared with the Rural Population, our viewers are 24% more likely to hunt. In addition, rifle
or shotgun ownership is extremely strong at 64% - more than twice the levels for the general
population and 20% higher than the Rural Population. The levels of hunting development translates
into an ideal target customer for hunting merchandise, including: Firearms, Ammunition, Hunting
Clothing and Hunting Supplies & Accessories.
Hunting, RFD-TV Viewers: 37%
100 107.5 115 122.5 130
124
Own Rifle or Shotgun, RFD-TV Viewer: 64%
100 142.5 185 227.5 270
266
Own Rifle or Shotgun, RFD-TV Viewer: 64%
100 106.25 112.5 118.75 125
120
Went hunting this year. RFD-TV Viewers vs. General
Population
Went hunting this year. RFD-TV Viewers vs. Rural
Population
Own rifle or shotgun. RFD-TV Viewers vs. General
Population
Own rifle or shotgun. RFD-TV Viewers vs. Rural
Population
Hunting
Pickup Truck (Any Size): 74%
Pickup Truck (Under 3 yrs old): 20%
ATV: 35%
SUV: 28%
UTV: 11%
40 66.25 92.5 118.75 145
105
107
139
118
114
Owned by RFD-TV Viewers vs. Rural Population
Even when compared to the outdoors-centric Rural Population, RFD-TV viewers show significant
overdevelopment in ownership levels for Pickup Trucks, ATVs, SUVs and UTVs. Additionally, our
viewers show high levels of purchase intent for Pickup Trucks, SUVs and ATVs - These measures
highlight a very valuable target market for the Bass Pro Shopsʼ Auto & ATV/UTV Department.
Pickup Truck
SUV
ATV
0% 8.75% 17.5% 26.25% 35%
12%
21%
31%
Do you intend to purchase any of the following?
RFD-TV Viewers

3. Outdoor Clothes or Boots: 53%
40 58.75 77.5 96.25 115
108
Hunting/Outdoors Clothing & Boots
Did you purchase outdoor clothing or boots this part
year? RFD-TV Viewers vs. Rural Population
With over 50% of our viewers purchasing Outdoor Clothing or Boots in the past year and
overdevelopment in Fishing and Hunting it is intuitive that RFD-TV Viewers are a valuable target for a
wide variety of outdoor clothing, including: Hunting Clothing, Hunting Outerwear, Hunting Boots and
Fishing and Technical Clothing.
Sources: Experian Research, AG Media Research, Harris Interactive, Recreational Boating & Fishing Foundation