Competitive presentation for a Direct Response client

1. Historical Competitive Analysis
Direct Response Advertisers
12.2.08

2. Purpose
• Analyze a number of Direct-to-Consumer advertisers to garner
additional learning
– Important to recognize category development stages
• Methodology
– All spending reported by TNS for the periods of January 1995 –
June 2008
– Caveats
• Quantitative data to be used directionally
2

3. 1995-2008 (YTD) Competitive Analysis
• Executive Summary
• Spending by Company
– Gateway
– Dell
– Direct TV
– DISH
– E Trade
– Jenny Craig
– Nutri-System
– Select Comfort
3

4. Executive Summary
Key Implications
• Overall the Brands built their business using various approaches
− Utilized multiple forms of media to determine the best strategy
• Pressure levels seem to be driven by category and are relatively
high
• TV approach varies among the Brands
− TRP levels and the use of long form :60s/:120s seem to be
category driven
4

5. Total Spending by Company
Brand 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Gateway $ 31.4 $ 42.8 $ 82.3 $ 167.2 $ 253.7 $ 314.3 $ 243.3 $ 219.2 $ 201.8 $ 111.1 $ 53.5 $ 32.9 $ 13.4 $ 0.1
Dell $ 15.5 $ 21.8 $ 55.8 $ 135.9 $ 193.1 $ 245.9 $ 298.4 $ 441.5 $ 495.5 $ 624.9 $ 773.7 $ 730.0 $ 542.0 $ 183.7
DirecTV $ 43.3 $ 68.7 $ 51.7 $ 81.1 $ 93.6 $ 122.1 $ 147.3 $ 156.4 $ 160.0 $ 210.7 $ 239.0 $ 255.2 $ 269.7 $ 170.5
DISH $ - $ 17.6 $ 28.6 $ 17.2 $ 29.7 $ 89.7 $ 57.3 $ 43.9 $ 102.7 $ 75.8 $ 115.6 $ 162.1 $ 169.1 $ 106.2
E Trade $ 0.8 $ 5.6 $ 18.5 $ 38.2 $ 129.5 $ 105.0 $ 56.3 $ 55.0 $ 46.8 $ 86.4 $ 137.8 $ 181.5 $ 270.1 $ 185.3
Jenny Craig $ 39.4 $ 37.3 $ 37.9 $ 33.1 $ 22.6 $ 30.3 $ 29.4 $ 23.7 $ 30.5 $ 29.7 $ 25.6 $ 36.2 $ 46.1 $ 30.4
Nutri-System $ 2.9 $ 3.0 $ 2.6 $ 0.9 $ 0.7 $ 1.5 $ 6.6 $ 2.9 $ 0.4 $ 4.3 $ 68.3 $ 173.9 $ 269.0 $ 137.6
Select Comfort $ 7.5 $ 8.5 $ 11.7 $ 15.3 $ 34.2 $ 24.9 $ 26.1 $ 35.7 $ 66.5 $ 91.7 $ 86.6 $ 102.6 $ 145.1 $ 61.9
*January – June 2008
5

6. Gateway and Dell
6

7. Category Findings
Dell and Gateway
• Dell and Gateway initially concentrated their advertising efforts in
Magazines and later expanded their advertising efforts to a multi-media mix
approach in addition to increasing TV weight levels
• Dell utilized a mix of :30s/:60s while Gateway favored :30s
7

8. Key Brand Findings
Gateway
• Gateway’s earlier media strategy was highly concentrated in Print.
Investment in TV was minimal when compared to Magazines at $28.2MM in
’95
• Between 99-02 Gateway increased their advertising efforts by utilizing a
multi-media approach (TV, Print, Radio, OOH and Online) in support the
“People Rule” campaign, the introduction of the Gateway Plasma TV and
lower PC prices
• Although :30 units were primarily used to carry Gateway’s message they
also utilized a sparse mix of :10, :15, and :60 spots
− 94% :30s
− 4% :60s
− 2% :15s
• YTD ‘08: Gateway decreased their advertising efforts significantly from
previous years with Magazines accounting for 100% of total media spending
8

9. Gateway Historical Insights
1995 1996 1997 1998 1999
$31.4MM $42.8MM $82.3MM (+92%) $167.2MM (+103%) $253.7MM (+51%)
• Primarily magazines, • Magazines continue • Majority of $ • Media mix similar to • Added Newspapers
Network TV to be the dominate Magazines, Network the previous year (26% SO$)
• Minimal investments in media TV • Network TV up +89% • Increased TV
Cable, Spot TV and • Increased Cable, • Significantly increased • Added B-to-B which spending
Nat’l Newspapers Network TV and Nat’l Cable and Nat’l received the 3rd • Spot TV up 47%
Newspapers spending Newspapers highest allocation of • 80% U.S.
• Added Spot Radio investment dollars
• Added OOH
2000 2001 2002 2003 2004
$314.3MM (+23%) $243.3MM (-23%) $219.2MM (-10%) $201.8MM (-8%) $111.1MM (-55%)
• Media mix remains • Network TV down 34% • Newspapers spending • Reduced Network TV • Network TV down 90%
consistent • Added Online down 75% budget by 55% • B-to-B down 73%
• Spot TV down 73% • Significantly increased • Network TV remained • Increased Cable TV • Magazines down 95%
from YA SLN TV flat and Magazine spend • Newspapers and
• Shifted dollars into Syndication saw slight
Network TV (+80%) increases
9

10. Gateway Historical Insights (continued)
2005 2006 2007 Jan-June 2008
$53.5MM (-52%) $32.9MM (-39%) $13.4MM (-59%) $.1MM (-93%)
• Reduced Cable TV • Eliminated • Media mix consisted • Magazines account
budget by 50% Newspapers from the of only B-to-B, for 100% of total
• Internet decreased Media strategy Magazines and advertising spend
significantly (-74%) • Significant reductions Internet
in Magazine and SYN • Internet accounted
TV spending for 76% of total
spending
10

11. Gateway
:10 :15 :30 :60
12000
10,449
9,884
9,674
10000
8,538
7,698
Total TV TRPs*
8000
6,921
6000
4,799
4000
3,083
2,216
2000 1,416
1,353
214
0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Total Media
$31.4 $42.8 $82.3 $167.2 $253.7 $314.3 $243.3 $219.2 $201.8 $111.1 $53.5 $32.9
$(MM)
*Spot TV TRPs nationalized

12. Gateway Dollars by Media Type
Gateway 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Network TV $ 2.1 $ 12.1 $ 27.5 $ 52.2 $ 64.7 $ 116.7 $ 77.7 $ 77.4 $ 35.1 $ 3.7 $ 0.2 $ 1.7 $ - $ -
Cable TV $ 0.1 $ 1.9 $ 12.4 $ 20.9 $ 36.1 $ 48.2 $ 37.9 $ 53.6 $ 75.5 $ 64.5 $ 32.4 $ 22.1 $ - $ -
Syndication $ - $ - $ 0.2 $ 0.1 $ 0.8 $ 0.2 $ 0.8 $ 0.1 $ 2.2 $ 5.9 $ 3.2 $ 0.6 $ - $ -
Spot TV $ 0.5 $ 0.5 $ 0.9 $ 0.1 $ 14.7 $ 3.9 $ 2.4 $ 1.1 $ 0.4 $ 0.5 $ 0.2 $ 0.2 $ - $ -
SLN TV $ - $ - $ - $ - $ 0.5 $ 0.4 $ 20.0 $ 2.4 $ 8.3 $ - $ - $ - $ - $ -
Magazines $ 28.2 $ 26.5 $ 28.8 $ 36.5 $ 28.5 $ 26.8 $ 14.4 $ 11.3 $ 20.8 $ 1.1 $ 4.3 $ 0.9 $ 1.9 $ 0.1
B-to-B Magazines $ - $ - $ - $ 34.4 $ 23.1 $ 15.5 $ 11.2 $ 16.4 $ 14.0 $ 3.9 $ 4.5 $ 4.2 $ 1.3 $ -
Natl Newspapers $ 0.4 $ 1.6 $ 10.0 $ 14.6 $ 12.3 $ 14.8 $ 5.5 $ 0.2 $ 3.0 $ 4.1 $ 0.2 $ - $ - $ -
Local Newspapers $ - $ - $ - $ - $ 67.0 $ 76.8 $ 40.1 $ 10.4 $ 7.2 $ 11.2 $ 4.1 $ - $ - $ -
Hisp Newspapers $ - $ - $ - $ - $ 0.1 $ - $ 0.1 $ 0.0 $ - $ - $ - $ - $ - $ -
Network Radio $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ 0.1 $ - $ -
Spot Radio $ - $ 0.2 $ 2.4 $ 8.3 $ 3.5 $ 2.7 $ 2.6 $ 13.5 $ 2.7 $ 0.1 $ 0.1 $ - $ - $ -
Internet $ - $ - $ - $ - $ - $ - $ 24.2 $ 32.4 $ 32.6 $ 16.1 $ 4.2 $ 3.1 $ 10.2 $ -
Outdoor $ - $ - $ 0.1 $ 0.1 $ 2.6 $ 8.3 $ 6.3 $ 0.3 $ - $ - $ 0.1 $ - $ - $ -
TOTAL (MM) $ 31.4 $ 42.8 $ 82.3 $ 167.2 $ 253.7 $ 314.3 $ 243.3 $ 219.2 $ 201.8 $ 111.1 $ 53.5 $ 32.9 $ 13.4 $ 0.1
12

13. Gateway TRPs by Market
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
ALBANY 7 5 1 862 92 215 25 12 93 3
ALBUQUERQUE 3 28 0 734 111 345 24 26 5 12 1
ATLANTA 149 77 3 1 1,015 51 216 108 26 2 8 4
AUSTIN 6 0 5 210 80 5 7 22 261 17 0
BALTIMORE 25 40 14 413 891 48 198 23 3 51
BATON ROUGE 15 9
BIRMINGHAM 13 17 1 967 126 303 8 11 4 3
BOSTON 17 28 244 2 1,133 57 280 28 9 111 6 4
BUFFALO 13 6 3 646 48 6 2 11 10 1
BURLINGTON 1 2 1
CEDAR RAPIDS 72 13 5 1 1 1
CHAMPAIGN 143 0 5
CHARLESTON, WV 6 55 4 687 101 303 12 10 73 32 4
CHARLOTTE 13 35 13 2 817 59 157 27 17 4 4 1
CHATTANOOGA 161 12 3 1
CHICAGO 23 63 215 2 796 176 64 118 10 56 5 11
CINCINNATI 35 49 2 2 778 76 226 16 5 5 0
CLEVELAND 38 39 28 0 999 178 219 5 13 1 3 1
COLORADO SPRGS 209 4 17 3
COLUMBIA,SC 231 18 2 2 9 1
COLUMBUS,OH 16 37 11 3 670 62 35 12 21 7 1
DALLAS 51 48 1 4 807 502 14 30 5 7 8
DAVENPORT 10 5 1 0
DAYTON 34 21 22 708 34 276 10 19 12 16 0
DENVER 30 70 106 11 859 629 342 141 49 57 57 0
DES MOINES 39 20 4 700 66 222 12 8 0 3 1
DETROIT 25 62 36 0 865 124 287 42 27 5 1 10
EL PASO 127 29 37 70 15 5
EVANSVILLE 2 7 2 3
FLINT 6 552 29 173 60
FRESNO 6 4 782 187 394 9 30 3 3
FT. MYERS 203 9 9 3 4 0
GRAND RAPIDS 9 10 30 9 556 83 306 4 13 7 0 0
GREEN BAY 29 36 56 19 22 71 6 11 3
GREENSBORO 9 26 1 769 82 249 12 21 0 7
GREENVILLE, SC 13 24 19 678 66 117 7 11 84 67
HARRISBURG 5 20 5 2 326 113 87 3 7 3 5 1
HARTFORD 97 59 2 754 62 143 7 17 0 1 0
HONOLULU 7 59 22 0 4 1
HOUSTON 47 61 2 16 766 153 432 11 35 2 45 3
HUNTSVILLE 136 8 8 2 6
INDIANAPOLIS 47 64 5 1,035 89 288 12 16 3 2 0
JACKSON 220 220 8 2
JACKSONVILLE 8 851 91 60 6 21 9 11
JOHNSTOWN 5 6 2
KANSAS CITY 20 52 4 1 683 31 238 10 14 41 12 1
KNOXVILLE 2 4 1 821 101 9 25 4 104 47 1
LAS VEGAS 5 4 4 990 88 247 16 79 3 2 3
LEXINGTON 13 10 902 42 99 10 13 5 0 1
LITTLE ROCK 10 20 696 79 239 2 10 90 48
13

14. Gateway TRPs by Market
LOUISVILLE 51 74 695 81 235 8 32 2 13 3
MADISON 138 7 7 11 26
MEMPHIS 44 14 5 789 158 294 11 25 1 7 1
MIAMI 12 28 20 4 969 1,142 389 15 39 1 3
MILWAUKEE 35 79 16 1 870 56 263 3 7 6 1 1
MINNEAPOLIS 39 67 286 10 893 421 12 5 3 2 2
MOBILE 9 3 7 914 56 213 10 16 1 8 1
NASHVILLE 36 76 758 114 243 12 10 150 116 4
NEW ORLEANS 55 66 2 1 862 99 221 7 30 2 22
NEW YORK 35 94 33 1,060 134 107 38 13 2 1
NORFOLK 13 9 22 650 115 230 6 18 1 1
OKLAHOMA CITY 40 64 669 106 190 4 39 15 1
OMAHA 3 6 647 57 225 3 10 10 2
ORLANDO 19 51 1 10 649 78 193 1 40 6 6
PADUCAH 10 1
PHILADELPHIA 28 36 144 784 70 8 36 15 5 12 3
PHOENIX 35 25 3 1 1,097 108 71 19 22 2 4
PITTSBURGH 55 102 18 698 65 270 20 25 2 6
PORTLAND ME 1 1 2 1 272 77 287 21 2 55 3
PORTLAND OR 96 59 14 8 560 83 219 7 10 3 1
PROVIDENCE 9 12 1 691 71 229 26 6 3 2
RALEIGH 28 43 151 750 23 194 11 25 3 7 3
RICHMOND 14 35 671 63 211 138 77 43 14 3
ROANOKE 18 37 7 5 304 39 235 17 5 2 8
ROCHESTER 7 1 1 599 92 4 12 14 1 5 1
SACRAMENTO 26 59 15 5 927 240 257 13 31 2 10 4
SALT LAKE CITY 183 69 1 3 724 176 517 40 60 41 78 5
SAN ANTONIO 40 61 10 7 497 155 273 1 15 1 13 1
SAN DIEGO 18 40 3 5 824 682 16 26 14 43 5 1
SAN FRANCISCO 24 40 27 2 919 58 205 33 7 3 4
SAVANNAH 161 22 11 67 3
SEATTLE 39 81 145 847 118 208 119 24 15
SHREVEPORT 170 9 8 2 14 2
SOUTH BEND 12 11 1
SPOKANE 10 8 838 65 215 4 21 62 63 5
SPRINGFIELD MA
SPRINGFIELD MO 216 11 6 1 2
ST LOUIS 22 47 39 1 862 83 321 24 20 168 114 1
SYRACUSE 20 35 701 15 10 8 81 9
TAMPA 36 45 758 86 174 9 13 4 12 1
TOLEDO 21 34 5 737 41 240 5 7 29 16 1
TRI CITIES 10 4 1
TUCSON 175 23 33 12 11
TULSA 22 4 601 34 2 4 7 31 63 16
WACO 9 4 51 57
WASHINGTON 62 95 197 9 901 57 236 12 14 3 7
WEST PALM BCH 2 6 2 1 723 94 180 2 17 5
WICHITA 20 26 8 7 578 69 10 3 16 2
WILKES BARRE 42 75 18 40 289 91 220 10 4
YOUNGSTOWN 10 9
% US 75.9% 76.8% 70.3% 52.3% 79.5% 79.5% 81.5% 85.1% 86.2% 66.6% 81.3% 55.4%
National TRPs 214.3 1416.4 3082.8 4798.6 7703.1 10449 8537.8 9883.6 9674.3 6920.6 2215.6 1353.3
14

15. Key Brand Findings
Dell
• Dell’s initial media strategy was grounded primarily in Print (Magazines/Nat’l
Newspapers)
• In 1998 Dell moved to a multi-media approach which included Network TV,
Cable , Syndication, B-to-B, Local Print, Internet, OOH and Network Radio
with Print continuing to receive the highest allocation of ad dollars
• Cable TV replaced magazines as the lead media vehicle in 2003 thru 2006
− 9,200-12,600 TRPs
58% :30s
34% :60s
8% :15s
• :60s/:30s were utilized earlier between ’96-2004. In 2004 Dell began funneling
:15s into their unit mix and by ’08 :60s vanished
15

16. Dell Historical Insights
1995 1996 1997 1998 1999
$15.5MM $21.8MM $55.8MM (+155%) $135.9MM (+143%) $193.1MM (+42%)
• Magazines • Shifted focus to Nat’l • Increased Spot TV • Magazines received • Significantly increased
accounted for nearly Newspapers (86% spend by $11.9MM the highest allocation Cable, Nat’l
100% of total media SO$) • Magazines and Nat’l of dollars Newspapers, and
spend • Added Nat’l Spot Spot radio also saw • Added B-to-B, Cable, Network TV
Radio and Spot TV to increases Network, Spot and investment
the media mix • Added OOH SYN • Added Newspapers
2000 2001 2002 2003 2004
$245.9MM (+22%) $298.4MM (+21%) $441.5MM (+48%) $495.5MM (+12%) $624.9MM (+26%)
• Reduced Cable (- • Magazines continue • Cable TV spending is • Cable replaced • Reduced Network TV
22%) to be the lead up +254% Magazines spending
• Increased B-to-B, medium • Local print spending • Up 23% vs. YA • Shifted focus to
Magazines, Nat’l • Introduce Online to increased +195% • Network TV and SYN Online , Magazines
Newspapers, Network the media mix • Network TV, Nat’l decreased slightly and local print
TV and Newspaper $ • Increases can be Newspapers and Spot • Internet spending
seen in Cable, Spot TV also saw slight +50%
and SYN while B-to-B, increases
Network TV and
Newspapers saw
decreases
16

17. Dell Historical Insights (continued)
2005 2006 2007 Jan-June 2008
$773.7MM (+24%) $730.0MM (-6%) $542.0MM (-26%) $183.7MM (-67%)
• Media mix remains • Newspaper spending • Cable TV spending is • Significant decreases
constant cut by 36% down -68% seen throughout
• Reduced Cable, Nat’l • Spot TV: 85% U.S. • Network TV, SYN, and • Spot TV: 43% U.S.
Spot Radio and Spot • Magazines, B-to-B Internet spending
TV spending and Spot TV saw decreased
• Spot TV: 70% U.S. slight decreases
17

18. Dell
:15 :30 :60
18,000
16,083
16,000 15,658
13,935
14,000
11,763
12,000
Total TV TRPs*
10,654
10,000
8,000
6,032 5,338
6,000
3,137 3,795
4,000
2,869
1,210 1,505
2,000
83
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Total Media $21.8 $55.8 $135.9 $193.1 $245.9 $298.4 $441.5 $495.5 $624.9 $773.7 $730.0 $542.0 $183.7
$(MM) (YTD**)
*Spot TV TRPs nationalized
**January-June 2008

19. Dell Dollars by Media Type
Dell 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Network TV $ - $ - $ - $ 5.3 $ 28.5 $ 40.4 $ 28.8 $ 53.1 $ 39.3 $ 24.9 $ 76.6 $ 95.3 $ 52.5 $ 22.0
Cable TV $ - $ - $ - $ 14.3 $ 31.3 $ 24.6 $ 29.7 $ 105.0 $ 129.0 $ 187.4 $ 172.5 $ 209.5 $ 66.8 $ 10.0
Syndication $ - $ - $ - $ 0.1 $ 0.1 $ 0.2 $ 5.9 $ 4.1 $ 3.4 $ 0.8 $ - $ 6.4 $ 4.5 $ -
Spot TV $ - $ 0.2 $ 12.1 $ 6.3 $ 0.2 $ 0.1 $ 4.4 $ 6.9 $ 6.8 $ 5.0 $ 0.7 $ 0.4 $ 5.7 $ 3.0
Magazines $ 15.1 $ 1.0 $ 11.2 $ 58.7 $ 75.0 $ 81.9 $ 99.1 $ 113.3 $ 119.5 $ 138.6 $ 157.1 $ 150.2 $ 166.4 $ 55.1
B-to-B Magazines $ - $ - $ - $ 46.6 $ 33.4 $ 40.7 $ 35.2 $ 32.7 $ 30.3 $ 18.0 $ 20.5 $ 16.8 $ 18.3 $ 9.7
Hisp Magazines $ - $ - $ - $ - $ - $ - $ - $ - $ 0.1 $ - $ 0.1 $ 0.1 $ 0.1 $ 0.1
Natl Newspapers $ 0.4 $ 18.8 $ 29.0 $ 4.3 $ 14.7 $ 35.6 $ 45.5 $ 32.6 $ 34.8 $ 53.1 $ 72.9 $ 41.0 $ 45.8 $ 20.4
Local Newspapers $ - $ - $ - $ - $ 9.5 $ 22.3 $ 15.3 $ 45.2 $ 46.6 $ 61.3 $ 115.4 $ 73.4 $ 78.3 $ 27.6
Hisp Newspapers $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ 0.1 $ 0.1 $ 0.1 $ -
Network Radio $ - $ - $ - $ - $ - $ - $ - $ - $ 2.2 $ 12.2 $ - $ 0.7 $ - $ 0.8
Spot Radio $ - $ 1.7 $ 3.4 $ 0.3 $ 0.1 $ 0.1 $ 0.1 $ 1.2 $ 3.1 $ 2.5 $ 1.1 $ 1.4 $ 0.4 $ -
Internet $ - $ - $ - $ - $ - $ - $ 34.4 $ 46.7 $ 79.7 $ 119.5 $ 156.7 $ 134.8 $ 102.2 $ 35.0
Outdoor $ - $ - $ 0.1 $ 0.1 $ 0.3 $ 0.1 $ 0.0 $ 0.5 $ 0.6 $ 1.5 $ 0.1 $ 0.0 $ 0.9 $ 0.2
TOTAL (MM) $ 15.5 $ 21.8 $ 55.8 $ 135.9 $ 193.1 $ 245.9 $ 298.4 $ 441.5 $ 495.5 $ 624.9 $ 773.7 $ 730.0 $ 542.0 $ 183.7
19

20. Dell TRPs by Market
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
ALBANY 301 0 6 1 14 10 7 7 1 2
ALBUQUERQUE 1 1 32 13 12 15 23 35 20
ATLANTA 0 35 30 14 171 189 11 380 333
AUSTIN 113 246 6 21 31 901 583 152 4 14 550 331
BALTIMORE 33 249 2 9 59 28 9 1 14 500 397
BATON ROUGE 7 6 15 9 0 2
BIRMINGHAM 31 10 30 8 12 20 28
BOSTON 2,277 609 1 0 26 16 15 197 6 18 313 312
BUFFALO 198 105 18 71 23 33 11 5 7 1
BURLINGTON 7 1 1 9 0
CEDAR RAPIDS 7 15 6 24 2 4 6
CHAMPAIGN 25 3 6 2 5 7
CHARLESTON, WV 8 33 11 6 4 9 3 2
CHARLOTTE 31 1 1 2 155 44 95 23 7 17 7
CHATTANOOGA 31 20 5 5 20 5
CHICAGO 1,855 525 1 571 943 1,703 1,500 9 14 715 551
CINCINNATI 148 9 0 8 52 38 8 11 8 10
CLEVELAND 1 4 27 10 20 4 3 12 20 1
COLORADO SPRGS 20 13 12 14 18 6 6 2
COLUMBIA,SC 16 14 12 4 3 2
COLUMBUS,OH 181 15 12 36 17 7 11 5
DALLAS 2,680 1,107 4 0 80 184 230 500 19 25 523 354
DAVENPORT 15 1 1 7
DAYTON 3 54 38 71 9 5 25 21
DENVER 1,692 246 280 4 27 22 57 5 245 36 455 437
DES MOINES 3 36 25 119 3 9 3 2
DETROIT 3,112 1,690 3 2 48 72 39 325 3 4 53
EL PASO 15 23 6 7 6 7 6
EVANSVILLE 16 7 1 7 1
FLINT 4 30 15 7 1 2
FRESNO 2 1 17 11 2 8 7 13 546
FT. MYERS 32 26 15 0 6 17 23
GRAND RAPIDS 5 9 5 18 16 39 1 47 9 4
GREEN BAY 34 19 50 2 35 13 5 1
GREENSBORO 2 33 22 13 19 6 22 18
GREENVILLE, SC 54 4 5 12 35 28 5
HARRISBURG 2 2 5 12 32 1 2 1
HARTFORD 138 1 0 28 18 20 5 12 3 4
HONOLULU 20 56 18 4 42 20 14
HOUSTON 6 2 0 13 23 591 163 21 24 590 396
HUNTSVILLE 16 40 26 37 49 5 2 0
INDIANAPOLIS 23 1 2 26 16 7 0 25 579
JACKSON 20 6 2 5 1
JACKSONVILLE 1 2 5 14 19 35 20 4 8 37
JOHNSTOWN 5 6 1 1
KANSAS CITY 54 4 5 0 24 26 33 5 2 25 31
KNOXVILLE 1 21 11 4 1 7 15 11
LAS VEGAS 8 39 62 47 4 12 11 3
LEXINGTON 8 1 71 16 178 3 17 3 0 5
LITTLE ROCK 13 8 98 12 15 15 1
LOS ANGELES 326 758 805 668 17 2 14 22
LOUISVILLE 1 3 53 14 12 9 50 59 11
MADISON 5 7 1 1 13 2 3
MEMPHIS 1 72 23 57 45 7 12 15 20

21. Dell TRPs by Market
MIAMI 375 3 11 2 33 25 18 119 3 14 473 406
MILWAUKEE 192 3,273 14 39 15 135 5 1 4 29
MINNEAPOLIS 1,040 7 9 19 352 3 5 380 421
MOBILE 3 7 8 4 11 2 13 4
NASHVILLE 219 24 24 3 42 26 8
NEW ORLEANS 37 16 17 18 7
NEW YORK 379 2 663 1,032 751 14 1 25 32 2
NORFOLK 3 12 9 6 1 11 12 4
OKLAHOMA CITY 37 4 1 44 36 39 5 21 15 5 7
OMAHA 6 11 26 21 3 8 13 4
ORLANDO 10 40 35 21 13 8 27 584 333
PADUCAH 9 14 4 2 2
PHILADELPHIA 372 3 55 34 252 320 3 7 454 399
PHOENIX 110 15 333 46 355 6 8 383 372
PITTSBURGH 44 4 24 28 59 18 12 3 5 21 3
PORTLAND ME 3 7 20 7 3 21 4
PORTLAND OR 247 145 5 27 20 22 5 8 32 3
PROVIDENCE 229 13 8 6 10 15 6 6 26 6 2
RALEIGH 49 8 8 25 20 11 7 36 40 329
RICHMOND 5 61 16 41 9 14 6 355
ROANOKE 27 22 13 1 1 6 8
ROCHESTER 11 1 26 14 7 15 19 7 5
SACRAMENTO 12 59 18 32 1 6 16 9 5
SALT LAKE CITY 3 1 48 35 20 14 39 38 22
SAN ANTONIO 74 145 3 89 90 47 6 3 34 2 2
SAN DIEGO 2 53 22 23 3 1 16 363 333
SAN FRANCISCO 3,096 1,038 621 266 10 4 174 9 379 335
SAVANNAH 15 31 16 7 39 19 8
SEATTLE 1,598 660 13 6 77 524 33 253 12 28 261 306
SHREVEPORT 28 11 17 2 22 4
SOUTH BEND 28 4 4 5 5 5
SPOKANE 1 17 10 31 2 15 11 7
SPRINGFIELD MA
SPRINGFIELD MO 12 16 3 17 2
ST LOUIS 1,667 230 4 19 30 29 2 68 49 1
SYRACUSE 3 11 16 17 9 32
TAMPA 77 2 6 176 37 31 4 24 9 41
TOLEDO 1 5 26 13 3 6 3 31
TRI CITIES 15 10 9 2
TUCSON 21 23 19 2 7 12
TULSA 6 3 26 11 38 7 16 38 4
WACO 9 9 5 4 269
WASHINGTON 190 3,226 1,309 3 12 10 47 147 9 533 478
WEST PALM BCH 3 45 22 33 1 1 13 10
WICHITA 4 1 18 13 16 9
WILKES BARRE 4 28 7 19 20 30 7 4
YOUNGSTOWN 12 14 5 11 6
% US 5.6% 37.9% 50.9% 46.5% 25.9% 83.9% 86.8% 86.8% 84.2% 78.8% 85.0% 83.5% 43.4%
National TRPs 83 1,210 1,505 3,137 3,795 6,032 11,763 10,654 13,935 16,083 15,658 5,338 2,869
21

22. Direct TV and DISH
22

23. Category Findings
Direct TV and Dish
• Both Advertisers used a multi-media mix approach in the early stages to
reach consumers
• Direct TV favored TV which received the highest allocation of media dollars
followed by Magazines
− Primarily :30 units in Network TV
• DISH’s initial media strategy was grounded primarily in National Print
• In 2001DISH shifted their media focus to a more localized approach by
funneling more dollars into Spot TV, Radio and Local Newspapers
• Later DISH increased TV spending with Cable receiving the highest
allocation
23

24. Key Brand Findings
Direct TV
• Direct TV utilized a multi-media approach media mix of TV, Magazines, B-to-B,
Nat’l/Local Print, Spot Radio in the earlier stages of their marketing efforts and
later introduced Internet and OOH to the mix
• Direct TV invested heavily in TV and Magazines with Network TV receiving the
highest allocation of media dollars YOY except for ‘03
− Cable received the 2nd highest allocation followed by Magazines
• Although :30s were most commonly used throughout the reported time
period Direct TV also utilized a unit mix of :15s, :45s and :60s
− :60s were used in ’95 and ‘99 at lower levels
− In 2001 Direct TV started using :60s to a larger degree
• 808 TRPs in ’01 vs. 41 TRPs the previous year
− :15s were introduced as part of the unit mix in 2006 and concentrated
primarily in Cable and Network TV (65% Cable/36% Network)
24

25. Direct TV Historical Insights
1995 1996 1997 1998 1999
$43.3MM $68.7MM (+59%) $51.7MM (-25%) $81.1MM (+57%) $93.6MM (+15%)
• Media Mix consist of • Media mix is • Decreases seen • Significantly increased • Network TV and
Cable TV, Magazines, consistent with throughout TV and Magazine Syndication is down
Nat’l Newspapers, previous year • Highest % reduction in spending • Added Newspapers
Radio, Spot TV and • Significantly increased Nat’l Spot Radio • Added B-to-B
Syndication Magazine spend
• Spot TV: 79% U.S. (+81%)
2000 2001 2002 2003 2004
$122.1MM (+30%) $147.3MM (+21%) $156.4MM (+6%) $160.0MM (+2%) $210.7MM (+32%)
• Increased Nat’l Spot • Increased Cable, • Spot TV down (-72%) • Reduced Cable, • Increased Syndication
Radio spend Spot TV and • 79% U.S. Network and SLN TV spending
significantly Newspapers spending
• Added Network Radio • Spot TV: 81% U.S. • Shifted dollars into
and SLN TV • Eliminated Network Magazines and Spot
Radio TV
• Added Internet to the
media mix
25

26. Direct TV Historical Insights (continued)
2005 2006 2007 Jan-June 2008
$239.0MM (+13%) $255.2MM (+7%) $269.7MM (+6%) $170.5MM (-37%)
• Network TV spending • Network TV remains • Network, Cable and • Significantly reduced
is up 64% dominant Newspaper spending Cable and Network
• Cable TV remained up TV Spending
flat
26

27. Direct TV
:10 :15 :30 :45 :60
12,000 11,116
10,238 10,002
10,000
8,000
6,963
Total TV TRPs*
6,566 6,640
5,862 5,709
6,000
3,488
4,000
3,227 3,103
2,827
2,193 1,894
2,000
0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Total Media
$(MM) $43.3 $68.7 $51.7 $81.1 $93.6 $122.1 $147.3 $156.4 $160.0 $210.7 $239.0 $255.2 $269.7 $170.5
(YTD**)
*Spot TV TRPs nationalized
**January-June 2008

28. Direct TV Dollars by Media Type
Direct TV 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Network TV $ 22.7 $ 34.6 $ 29.1 $ 40.3 $ 37.5 $ 53.9 $ 51.9 $ 50.6 $ 33.1 $ 54.4 $ 82.8 $ 109.2 $ 126.7 $ 75.1
Cable TV $ 7.6 $ 10.1 $ 5.4 $ 10.3 $ 13.6 $ 11.5 $ 30.4 $ 45.1 $ 41.3 $ 32.2 $ 32.0 $ 41.2 $ 59.8 $ 34.2
Syndication $ 2.6 $ 6.2 $ 3.4 $ 8.1 $ 2.3 $ 0.1 $ 0.3 $ 1.1 $ 9.7 $ 40.0 $ 28.0 $ 17.4 $ 3.2 $ 1.2
Spot TV $ 2.7 $ 3.2 $ 1.1 $ 2.8 $ 1.9 $ 5.5 $ 17.7 $ 4.9 $ 22.3 $ 37.2 $ 33.1 $ 39.8 $ 31.7 $ 38.4
SLN TV $ - $ - $ - $ - $ 10.8 $ 10.4 $ 13.3 $ 9.4 $ 11.9 $ 23.1 $ 14.3 $ 7.5 $ 0.3
Magazines $ 5.9 $ 10.7 $ 9.0 $ 15.6 $ 22.8 $ 14.8 $ 8.6 $ 6.5 $ 11.3 $ 4.8 $ 8.8 $ 15.0 $ 14.7 $ 9.0
B-to-B Magazines $ - $ - $ 0.4 $ 1.9 $ 2.1 $ 1.9 $ 1.2 $ 1.2 $ 1.1 $ 1.7 $ 2.1 $ 1.9 $ 1.2
Hisp Magazines $ - $ - $ - $ - $ - $ - $ - $ - $ 0.1 $ 0.1 $ 0.3 $ 0.2 $ -
Natl Newspapers $ 1.3 $ 2.2 $ 3.4 $ 3.6 $ 4.2 $ 5.2 $ 3.2 $ 1.8 $ 0.8 $ 1.5 $ 1.5 $ 3.0 $ 8.9 $ 3.9
Local Newspapers $ - $ - $ - $ 9.0 $ 9.5 $ 14.1 $ 15.7 $ 12.0 $ 15.5 $ 16.9 $ 4.8 $ 6.8 $ 4.4
Hisp Newspapers $ - $ - $ - $ 0.1 $ 0.0 $ 0.4 $ 0.5 $ 0.5 $ 0.4 $ 0.3 $ 0.2 $ 0.5 $ 0.1
Network Radio $ - $ - $ - $ - $ 5.7 $ - $ 0.1 $ 0.2 $ 0.2 $ 0.3 $ 0.3 $ 0.8 $ 0.8
Spot Radio $ 0.4 $ 1.7 $ 0.3 $ 0.1 $ 0.3 $ 3.0 $ 2.3 $ 10.2 $ 14.2 $ 9.7 $ 8.6 $ 2.2 $ 3.5 $ 0.6
Internet $ - $ - $ - $ - $ - $ 6.0 $ 5.0 $ 3.8 $ 1.6 $ 1.5 $ 4.2 $ 3.1 $ 1.2
Outdoor $ - $ - $ - $ - $ - $ - $ 0.1 $ 0.3 $ - $ 0.1 $ 0.5 $ 1.3 $ 0.6 $ 0.2
TOTAL (MM) $ 43.3 $ 68.7 $ 51.7 $ 81.1 $ 93.5 $ 122.1 $ 147.3 $ 156.4 $ 160.0 $ 210.7 $ 239.0 $ 255.2 $ 269.7 $ 170.5
28

29. Direct TV TRPs by Market
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
ALBANY 14 5 3 7 13 27 0 93 885 755 154 710 270
ALBUQUERQUE 21 371 31 18 16 0 14 39 19 762 2,549 4,211 1,629 415
ATLANTA 155 397 28 677 6 432 2,685 485 3,129 1,387 1,592 3,992 1,313 62
AUSTIN 280 15 3 13 1 389 117 178 49 150 222 124 652
BALTIMORE 120 851 386 12 5 1,101 58 693 1,879 479 3,715 79 44
BATON ROUGE 78 10 1,038 895 27 703 27
BIRMINGHAM 441 74 44 37 440 2,485 150 1,027 3,346 716 1,163 344 306
BOSTON 33 60 37 443 304 556 1,194 337 384 943 1,990 169 396 436
BUFFALO 48 41 22 18 24 383 766 265 3,360 2,496 827 1,056 195
BURLINGTON 7 499 1,355 93 1,794 924
CEDAR RAPIDS 3 402 1,410 205 740 1
CHAMPAIGN 2 13 39 1,027 1,915 117 1,289 850
CHARLESTON, WV 7 124 4 26 4 181 57 993 3,609 69 465 364
CHARLOTTE 765 151 86 94 11 218 3,605 163 893 1,957 1,443 1,381 907 174
CHATTANOOGA 7 664 494 7 112 59
CHICAGO 53 26 5 11 34 729 1,053 518 2,941 1,537 2,012 122 1,038 1,629
CINCINNATI 475 673 350 596 82 418 1,216 34 222 645 654 283 1,083 290
CLEVELAND 50 787 465 151 3 10 1,201 135 170 623 1,435 1,141 1,450 465
COLORADO SPRGS 16 20 51 478 1,855 3,395 1,037 55
COLUMBIA,SC 5 3 746 1,351 815 1,327 850 430
COLUMBUS,OH 336 34 4 430 54 2 823 231 468 521 461 231 208 104
DALLAS 140 244 62 35 12 126 1,661 209 2,446 1,993 1,948 4,667 1,956 3,327
DAVENPORT 2 333 1,328 31 709 42
DAYTON 2 18 5 3 153 36 54 1,355 1,275 27 244 1,018
DENVER 70 465 28 23 5 1 855 13 393 290 286 1,026 920
DES MOINES 14 63 4 2 310 9 26 631 495 490 254 750 88
DETROIT 187 915 1,281 610 67 155 1,389 165 90 373 1,078 191 234 214
EL PASO 18 13 28 533 426 19 342 28
EVANSVILLE 4 15 939 70 401 1,765 49
FLINT 64 11 93 24 3 46 1 91 1,315 3,060 525 243 163
FRESNO 437 27 5 8 72 13 19 8 1,257 455 5,379 2,050 1,621
FT. MYERS 18 45 482 1,400 1,652 591 155
GRAND RAPIDS 465 14 6 347 7 60 16 61 110 300 551 56 82 51
GREEN BAY 42 105 107 30 6 1 1 914 1,647 762 225 585 237
GREENSBORO 470 27 2 19 2 717 1,844 26 444 3,332 893 1,837 1,280 972
GREENVILLE, SC 551 13 12 22 4 640 1,403 121 787 2,577 2,367 635 1,587 547
HARRISBURG 22 65 5 240 20 178 37 791 3,303 631 1,326 692
HARTFORD 155 128 14 474 5 1 12 198 1,143 3,094 178 246 118
HONOLULU 19 2 11 6 134 19 15 14
HOUSTON 223 72 29 583 353 471 2,146 163 363 1,373 1,789 382 1,213 5,549
HUNTSVILLE 129 239 364 776 996 235
INDIANAPOLIS 51 74 289 580 47 186 806 842 52 939 1,609 9 66 22
JACKSON 441 149 1,154 395 770 370 18
JACKSONVILLE 15 9 13 3 1 446 672 512 182 3,921 222 226
JOHNSTOWN 0 588 801 42 23 3
KANSAS CITY 520 556 231 93 66 0 839 419 288 1,014 416 247 309 241
KNOXVILLE 84 68 22 15 2 0 29 120 313 2,245 371 87 266 203
LAS VEGAS 20 1,101 22 22 15 35 170 271 971 1,879 121 4,447 1,153 2,709
LEXINGTON 59 80 3 7 18 122 14 1,372 2,054 219 967 760
LITTLE ROCK 81 32 13 248 78 240 52 991 1,411 1,920 1,039 295 277 190
LOS ANGELES 123 41 10 54 297 1,508 1,767 479 2,689 1,931 2,324 3,587 1,367 6,288
LOUISVILLE 214 990 362 154 74 3 41 7 264 1,382 1,588 31 168 95
MADISON 4 168 640 3,027 35 844 44
29

30. Direct TV TRPs by Market
MEMPHIS 16 4 1 15 169 3,123 961 4,147 2,781
1,379 781 2,665 229
MIAMI 189 42 565 634 138 1,138 1,043 3,710 2,269
2,249 2,670 2,732 6,778
MILWAUKEE 370 22 45 598 12 4 2,674 418 491 1,345
323 213 360 243
MINNEAPOLIS 73 664 72 50 2 49 952 216 117 553
114 2 399 30
MOBILE 5 15 5 5 16 14 85 1,413
283 2,233 511 103
NASHVILLE 24 1,093 306 181 67 61 1,493 2,300 289 1,076
827 3,886 199 150
NEW ORLEANS 91 109 177 36 272 2 235 138 128 3,712
1,142 1,188 882
NEW YORK 46 34 67 551 1 49 797 171 2,739 2,955
1,912 554 942 4,596
NORFOLK 17 13 14 6 4 22 1,148 3,848
1,016 5,456 1,414 408
OKLAHOMA CITY 12 84 83 90 8 5 37 301 583 649
1,974 458 902 659
OMAHA 54 426 39 241 3 109 5 124 520
1,975 109 72 108
ORLANDO 113 27 39 63 11 781 375 313 1,036 1,370
1,262 29 179 265
PADUCAH 1 896
97 949 1,335 158
PHILADELPHIA 57 30 59 580 401 1,003 1,427 22 152 1,986
2,067 1,172 465 1,458
PHOENIX 87 828 278 67 110 102 1,211 136 429 570
740 3,402 1,860 1,329
PITTSBURGH 94 56 9 44 439 209 860 443 471 708
2,388 215 1,523 489
PORTLAND ME 12 13 3 22 6 5 5 631
1,959 164 1,572 187
PORTLAND OR 516 30 26 283 6 4 175 1 213 1,106
1,928 228 1,087 244
PROVIDENCE 14 34 77 38 20 26 253 257
472 228 634 1,169
RALEIGH 379 19 4 18 10 85 2,047 424 1,161 2,471
707 130 73 57
RICHMOND 440 15 3 18 9 3 29 1,054 1,814
108 5,500 911 239
ROANOKE 29 415 14 9 1 243 1,011 1,532
1,080 320 183 17
ROCHESTER 221 943 18 19 9 7 16 10 27 599
127 46 205 39
SACRAMENTO 505 29 15 46 22 325 807 15 2,308 1,205
1,527 3,657 2,993 1,157
SALT LAKE CITY 236 809 116 700 54 248 1,506 513 835 725
150 4,793 1,947 108
SAN ANTONIO 466 8 88 48 9 69 811 1,449 679 314
172 424 421 452
SAN DIEGO 89 62 12 437 15 82 392 6 16 48
149 22 300 294
SAN FRANCISCO 75 149 20 100 69 52 751 385 2,060 608
536 118 765 1,643
SAVANNAH 1 6 1,146
1,960 2,843 1,317 28
SEATTLE 53 99 78 463 9 278 549 237 350 175
1,951 9 702 51
SHREVEPORT 2 215 1,650 1,741
1,152 1,681 1,560 409
SOUTH BEND 4 1 818
1,792 170 37 40
SPOKANE 1,272 5 15 14 8 264 13 490
2,000 1,197 1,446 308
SPRINGFIELD MA 918 265 106 2
SPRINGFIELD MO 330 197 118 797 1,365 20 1
ST LOUIS 107 13 64 30 96 1,909 1,227 1,012 1,539 992 3,942 1,449 370
SYRACUSE 20 89 45 35 2 2 322 63 794 1,129 265 917 550
TAMPA 313 846 312 14 8 3 672 91 713 1,099 1,336 208 768 403
TOLEDO 236 5 17 22 9 34 70 83 741 1,235 35 195 1,002
TRI CITIES 12 27 610 666 79 238 72
TUCSON 182 1 231 172 41 3,363 959 579
TULSA 6 1,199 676 134 2 2 3 7 7 1,431 1,237 2,109 2,980 568
WACO 7 532 591 1,620 894 132
WASHINGTON 116 50 64 105 30 897 2,285 20 2,324 1,418 1,241 2,169 152 512
WEST PALM BCH 71 903 579 52 2 688 644 1,329 1,061 1,788 2,950 1,154 1
WICHITA 6 62 87 6 2 20 1 2 501 1,819 11 40 312
WILKES BARRE 32 6 31 29 6 34 3 408 694 586 51 218 50
YOUNGSTOWN 11 885 1,537 509 1,719 1,847
% US 79.2% 79.1% 75.8% 79.5% 73.3% 74.1% 81.4% 76.2% 86.3% 86.8% 87.1% 86.5% 86.7% 87.1%
National TRPs 2,193 3,227 1,894 3,488 2,827 3,103 5,862 5,709 6,566 6,640 6,963 10,238 11,116 10,002
30

31. Key Brand Findings
DISH
• DISH utilized a Media mix of TV, Local/Nat’l Print, Radio OOH and Online
• Spot TV was seen throughout whereas Cable TV, Network and Syndication
was absent for a few years
− Minimum TRPs: 18 in ’99
− Maximum TRPs: 5,287 in ‘08
• :30s were utilized earlier on then DISH began using a variety of unit lengths
including :120s
− Dish used 100% :60s in 97 and ’99 and then they were absent from the TV
strategy until 2003
31

32. DISH Historical Insights
1996 1997 1998 1999 2000
$17.6MM $28.6MM (+63%) $17.2MM (-40%) $29.7MM (+73%) $89.7MM (+202%)
• Media mix consist • Magazines received • Eliminated Cable and • Media Mix similar to • Significantly increased
primarily of Cable, the highest allocation Network TV previous year with the Newspaper and Nat’l
Network and Spot TV, of $ addition of Spot Radio and Spot
Magazines , Nat’l • Highest % increase in Newspapers TV investment
Newspapers and Nat’l Spot TV • Spot TV: 61% U.S.
Spot Radio • Spot TV: 47% U.S. • Added Network Radio
to the media mix
2001 2002 2003 2004 2005
$57.3MM (-36%) $43.9MM (-22%) $102.7MM (+134%) $75.8MM (-26%) $115.6MM (+52%)
• Hispanic Newspapers • Magazines • Newspapers receives • Increased Syndication • Significant increases
and Nat’l Spot Radio decreased the highest allocation • Reduced Spot TV in Cable, Magazines
increased slightly significantly from YA of dollars(+89%) activity and Nat’l Spot Radio
• Highest % reduction in • Spot TV increased by • Added Cable TV
Magazines $17.5MM
32

33. DISH Historical Insights (continued)
2006 2007 Jan-June 2008
$162.1MM (+40%) $169.1MM (+4%) $106.2MM (-37%)
• Syndication up 143% • Highest % increase in • Cable TV is the only %
Newspapers increase
• Syndication was • Added Syndication
absent from the
media mix
33

34. DISH
:10 :15 :30 :60 Other
6000
5,287
5000
4,280
4000
Total TV TRPs*
3,240
3000
2,516
2000
1,715 1,636
1000 770
607
211 255
149
26 18
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Total Media
$17.6 $28.6 $17.2 $29.7 $89.7 $57.3 $43.9 $102.7 $75.8 $115.6 $162.1 $169.1 $106.2
$(MM)
(YTD**)
*Spot TV TRPs nationalized
**January-June 2008
***Other includes :120+ units

35. DISH Dollars by Media Type
DISH 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Network TV $ 3.4 $ - $ - $ - $ - $ - $ - $ 0.9 $ 0.2 $ 0.8 $ 6.3 $ 13.6 $ 7.4
Cable TV $ 1.2 $ 0.9 $ - $ 0.0 $ - $ - $ - $ 14.4 $ 9.1 $ 17.1 $ 28.7 $ 13.9 $ 16.8
Syndication $ - $ - $ - $ 1.4 $ - $ - $ - $ - $ 14.5 $ 15.7 $ 38.2 $ - $ 1.7
Spot TV $ 0.2 $ 1.4 $ 0.4 $ 0.4 $ 6.0 $ 2.7 $ 20.2 $ 28.9 $ 18.7 $ 22.2 $ 14.3 $ 14.0 $ 13.8
SLN TV $ - $ - $ - $ 0.7 $ 1.4 $ - $ - $ 2.4 $ - $ 12.1 $ 16.4 $ 11.0 $ 10.6
Magazines $ 5.9 $ 18.6 $ 11.2 $ 14.4 $ 24.2 $ 9.7 $ 1.0 $ 0.5 $ 0.7 $ 4.1 $ 9.0 $ 21.6 $ 4.9
B-to-B Magazines $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ 0.4 $ - $ -
Hisp Magazines $ - $ - $ - $ - $ - $ - $ - $ - $ 0.2 $ 0.1 $ 0.1 $ 0.4 $ 0.3
Natl Newspapers $ 6.3 $ 7.7 $ 4.7 $ 3.5 $ 6.1 $ 4.1 $ 1.9 $ 4.3 $ 3.6 $ 2.8 $ 1.1 $ 4.2 $ 7.3
Local Newspapers $ - $ - $ - $ 8.4 $ 30.1 $ 23.8 $ 19.7 $ 37.3 $ 24.2 $ 26.3 $ 21.6 $ 48.5 $ 29.2
Hisp Newspapers $ - $ - $ - $ 0.1 $ 0.2 $ 0.3 $ 0.8 $ 0.8 $ 1.0 $ 1.0 $ 0.7 $ 0.5 $ 0.4
Network Radio $ - $ - $ - $ - $ 14.4 $ 8.0 $ - $ 0.1 $ - $ - $ - $ 3.9 $ 0.1
Spot Radio $ 0.7 $ - $ 0.8 $ 0.7 $ 5.8 $ 8.7 $ 0.1 $ 13.0 $ 3.1 $ 10.5 $ 5.9 $ 19.6 $ 5.5
Internet $ - $ - $ - $ - $ - $ - $ 0.1 $ 0.1 $ 0.5 $ 1.9 $ 18.8 $ 13.6 $ 7.9
Outdoor $ - $ - $ - $ - $ 1.4 $ - $ 0.1 $ 0.1 $ 0.1 $ 1.1 $ 0.6 $ 4.2 $ 0.2
TOTAL (MM) $ 17.6 $ 28.6 $ 17.2 $ 29.7 $ 89.7 $ 57.3 $ 43.9 $ 102.7 $ 75.8 $ 115.6 $ 162.1 $ 169.1 $ 106.2
35

36. DISH TRPs by Market
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
ALBANY 1 342 936 1,443 34 19 6
ALBUQUERQUE 7 119 2,590 6,923 1,541 2,397 1,060 258 1,463
ATLANTA 826 15 2,024 7,062 442 962 987 71 3
AUSTIN 86 546 0 157 1,384 2,076 29 1,175 1,341 2,268
BALTIMORE 12 48 104 129 1 0 108 142
BATON ROUGE 192 113 6 1 4 71
BIRMINGHAM 2,980 7,114 1,544 969 956 351
BOSTON 37 321 136 5 45 92 0 24 7
BUFFALO 145 42 1,065 2,505 1,544 933 847 91
BURLINGTON 1,587 4,087 2,088 940 3 3 4
CEDAR RAPIDS 1,091 2,431 1,464 574 626 1,097
CHAMPAIGN 724 3,848 2,042 496 265 1,080
CHARLESTON, WV 1 1 9 47 22 4,963 1,160 101 1 4
CHARLOTTE 1 827 341 1,713 3,390 595 108 5 402 136
CHATTANOOGA 840 2,441 916 608 34 404
CHICAGO 16 16 43 1,017 104 474 293 343 981 1,825
CINCINNATI 309 747 629 200 32 9 302 238
CLEVELAND 406 1,757 1,180 671 32 77 584 713 4
COLORADO SPRGS 3,154 479 3 101 5
COLUMBIA,SC 612 902 28 21 621 131
COLUMBUS,OH 15 78 547 362 196 1,023 953 3
DALLAS 176 1 946 2,140 6,273 2,150 1,040 1,554 1,465 2,932
DAVENPORT 36 2,594 1,211 1,010 27
DAYTON 3 368 46 642 1,503 303 77 86 5
DENVER 227 335 852 69 2,168 6,417 3,327 3,219 1,775 503 1,527
DES MOINES 102 4,388 1,136 2,456 531 466 1,640
DETROIT 31 220 1,452 1,931 1,064 2,373 1,203 539 1
EL PASO 3 79 72 362 771
EVANSVILLE 3,496 1,807 990 3
FLINT 25 2,286 93 1 5
FRESNO 225 451 4,546 1,695 394 65 113 1,282
FT. MYERS 7 361 750 24 2 170
GRAND RAPIDS 17 2,928 4,611 307 3,079 572 1,171
GREEN BAY 128 1,175 308 523 452 48 901 39 31
GREENSBORO 28 162 2,431 729 869 615 592 15 1,007 104
GREENVILLE, SC 78 10 2,130 7,041 297 2,382 7 702 5
HARRISBURG 4 1,108 1,908 649 92 19 316 2
HARTFORD 24 5 12 1,170 37 2 10
HONOLULU 1 736 1,060 91 143 10
HOUSTON 33 16 1,187 661 358 545 2,769 1,471 1,841 4,363
HUNTSVILLE 810 276 7 222
INDIANAPOLIS 27 697 49 2,489 4,713 1,222 2,819 2,029 246 1,262
JACKSON 4,154 417 122 1
JACKSONVILLE 38 671 1,529 894 252 85 15 1
JOHNSTOWN 71 133 4,830 1,298 6 340 462
KANSAS CITY 55 0 1,121 32 2,768 2,126 366 2,652 1,871 194
KNOXVILLE 78 51 1,611 420 750 23 1 44
LAS VEGAS 461 297 57 1,126 115 1,087 439 176 968
LEXINGTON 106 84 2 15 270 6,285 1,856 2,312 388 15 929
LITTLE ROCK 158 13 37 24 3,478 2,138 4,285 121 11 1,341
LOS ANGELES 51 67 207 281 1,568 2,019 674 1,341 1,451 1,786 1,908
LOUISVILLE 476 3,794 1,966 672 6,883 3,848 1,666 116 43 4
MADISON 35 6 1,101 2,254 1,178 1,072 958 1,333
36

37. DISH TRPs by Market
MEMPHIS 541 1,416 439 3 2 7
MIAMI 30 45 147 32 805 663 708 330
1,185
MILWAUKEE 38 15 79 12 14 363 72 233 334179
MINNEAPOLIS 13 1 227 1,877
5,395 1,399 2,606 1,179 136249
MOBILE 136 41,338 1,372 58 22 3 3
NASHVILLE 81 10 2 439 335 2,373
6,086 1,677 2,104 1,171 285
NEW ORLEANS 1 1 1 45 856 4 218
NEW YORK 112 3 174 39 272 91 429 698 362 72
NORFOLK 1 20 86 512 235 5 3 3
OKLAHOMA CITY 435 356 6 13 2,198
5,917 1,797 2,584 704 55 1,087
OMAHA 108 16 1,762 1,795 87 8 130
ORLANDO 236 24 34 12 84 161
PADUCAH 525 184,192 2,672 2,082 741 175 1,175
PHILADELPHIA 97 125 79 312 32 442 312 724
PHOENIX 15 275 146 32 1,147
3,408 1,055 1,975 770 127 1,539
PITTSBURGH 36 5 1 1,114 354 1,608
1,447 167 3,049 677 8
PORTLAND ME 133 1,024 599 610 44 7
PORTLAND OR 38 82 1,288 1,246 2,267 7,038 2,910 3,293 15 69 2
PROVIDENCE 18 111 29 6 2 2
RALEIGH 52 468 1,687 3,940 453 292 610 1,040 123
RICHMOND 107 871 414 89 18 2 1
ROANOKE 70 76 8 3,459466 2,117 758 662 306
ROCHESTER 3 8 2,505 365 2 2 2
SACRAMENTO 12 780 2,591 5,540 1,091 1,638 1,573 87 1,308
SALT LAKE CITY 13 153 1,405 823 2,047 7,014 862 3,414 995 298 1,652
SAN ANTONIO 29 470 1,697 1,712 1,028 71 1,376 1,859 1,459
SAN DIEGO 182 765 9 22 7 75 814 106 170
SAN FRANCISCO 67 263 55 11 1,034 176 225 230 142 519 1,375
SAVANNAH 2832,093 84 40 1
SEATTLE 24 48 865 303 801 27 312 2,272 6 76 2
SHREVEPORT 56 3,472
1,523 2,241 862 969
SOUTH BEND 760 843 821 2,346 1,311 1,081
SPOKANE 2 33 5,089
1,510 992 40 1,239
SPRINGFIELD MA 2 4
SPRINGFIELD MO 37 902 3,781 4,788 2,796 296 1,836
ST LOUIS 25 981 97 2,869 6,743 837 2,446 1,510 70 1,342
SYRACUSE 13 655 252 2,334 153 3 2 3
TAMPA 19 2 68 29 2 1,469 8 60 564 99 3
TOLEDO 1,159 4,036 1,015 52 136 2
TRI CITIES 73 2,177 1 3 32 1,058
TUCSON 1,609 4,139 656 1 6 5 15
TULSA 3 28 100 1,513 5,167 2,063 1,125 268 1,271
WACO 786 3,004 1,243 5 443 530 157
WASHINGTON 47 36 844 137 158 420 375 101 213
WEST PALM BCH 79 1,087 5 64 15 7 3 2
WICHITA 211 32 12 848 2,204 970 2 4
WILKES BARRE 20 186 657 147 19 34
YOUNGSTOWN 80 2,152 238 3 554 1
% US 11.4% 47.1% 14.7% 34.1% 60.9% 58.2% 57.4% 84.8% 86.8% 83.1% 84.9% 74.4% 86.5%
National TRPs 607 211 26 18 255 149 770 3,240 1,715 2,516 4,280 1,636 5,287
37

38. E-Trade
38

39. Category Findings
• E Trade’s initial media mix consisted primarily of Cable and National Print
• Added Network and Spot TV in 1997, increased TRPs and markets each year
except 2001-2003
• In ‘99 E Trade significantly increased local TV weight in some of the top
Financial DMAs such as Boston, New York, LA, San Francisco and
Washington, DC
• E Trade’s TV strategy included a unit mix of :10s, :15, :30s and :60s
− E Trade began using a unit mix of :30s/:60s in ’99 but by 2005 they
replaced :60s with :10 and :15 units
• Although Online replaced TV as the dominant media TV and print continue
to be strong secondary mediums
39

40. E Trade Historical Insights
1995 1996 1997 1998 1999
$0.8MM $5.6MM (+600%) $18.5MM (+230%) $32.8MM (+77%) $129.5 (+295%)
• 62% of $ in Cable • Print had the lions • Print remains the • 50% of $ in Print & 49% • 74% of $ in TV (28%
• Other medias: share dominant media of $ in TV U.S.)
Magazines & • +$4.9MM in Print • Cable budget • +$8.0MM Network TV • +$43.8MM in Network
Newspaper • Cable TV remained approximately the • +$5.7 in Cable TV
flat same • +$5.5MM in • +$22.4MM in Cable
• Added Network TV & Magazines • +$11.9MM in Spot TV
Spot TV • -$2.9MM in Spot TV
2000 2001 2002 2003 2004
$105.0MM (-19%) $56.3MM (-46%) $55.0MM (-2%) $46.8MM (-15%) $86.4MM (+85%)
• 43% of $ in Network TV • 35% of $ in Online (1st • 35% of $ in Online • 65% of $ in Online • 65% of $ in Online
• -$9.9MM Spot TV time on plan) • +$4.0 in Spot TV (+$10.9MM) (+$25.9MM)
• -$6.7 in Cable & • -$36.6MM in Network • -$5.4MM in • Network TV dropped • +$8.8 in Network TV
TV Newspapers • -$5.2MM in Print • +3.5MM in Cable
• -$18.0MM in Cable
• -$10.2MM in Print
40

41. E Trade Historical Insights (continued)
2005 2006 2007 Jan-June 2008
$137.8MM (+59%) $181.5MM (+32%) $270.1MM (+49%) $185.5MM (-31)
• 51% of $ in Online • 58% of $ in Online • 69% of $ in Online • 58% of $ in Online
(+$15.2MM) (+$35.3MM) (+$80.0MM) (-$78.1)
• +$20.5MM in Print • +$12.5MM in Print • +$17.3 in Network TV • 21% of $ in Network TV
• +$10.8MM in Cable • -$5.6 in Cable (+$9.8MM)
• -$12.6MM in
Magazines
41

42. E-Trade
:10 :15 :30 :60
4500
4,056
4000
3500
3,111
3000 2,783
Total TV TRPSs*
2,739
2,587 2,610
2500
2000
1500
868 982
1000
517
500 352
259
131
35 60
0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Total Media
$(MM) $0.8 $5.6 $18.5 $38.2 $129.5 $105.0 $56.3 $55.0 $46.8 $86.4 $137.8 $181.5 $270.1 $185.3
(YTD**)
*Spot TV TRPs nationalized
**January-June 2008

43. E Trade Dollars by Media Type
E Trade 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Network TV $ - $ - $ 4.0 $ 12.0 $ 55.8 $ 45.3 $ 8.7 $ 8.6 $ - $ 8.8 $ 14.2 $ 12.2 $ 29.5 $ 39.3
Cable TV $ 0.5 $ 0.6 $ 0.7 $ 6.4 $ 28.8 $ 22.1 $ 4.1 $ 5.1 $ 6.9 $ 10.3 $ 21.1 $ 19.2 $ 13.6 $ 10.2
Syndication $ - $ - $ - $ - $ - $ - $ 0.1 $ - $ - $ - $ 0.4 $ - $ - $ -
Spot TV $ - $ - $ 3.3 $ 0.4 $ 12.3 $ 2.4 $ 0.4 $ 4.4 $ 0.3 $ - $ 1.0 $ 0.5 $ 0.5 $ 0.1
Magazines $ 0.1 $ 1.5 $ 5.6 $ 11.1 $ 13.1 $ 11.6 $ 4.8 $ 4.7 $ 0.4 $ 4.2 $ 18.0 $ 25.9 $ 28.3 $ 19.6
B-to-B Magazines $ - $ - $ - $ - $ 0.2 $ 0.7 $ 0.2 $ 0.2 $ 0.1 $ 0.1 $ 0.3 $ 0.1 $ 0.1 $ 0.1
Natl Newspapers $ 0.1 $ 3.6 $ 5.0 $ 8.1 $ 15.5 $ 11.3 $ 4.6 $ 3.1 $ 1.7 $ 4.3 $ 10.0 $ 14.7 $ 10.0 $ 6.6
Local Newspapers $ - $ - $ - $ - $ 1.5 $ 7.5 $ 10.8 $ 5.4 $ 5.9 $ 1.7 $ 1.0 $ 1.6 $ 1.2 $ 0.7
Network Radio $ - $ - $ - $ - $ - $ 2.1 $ - $ - $ - $ - $ 0.1 $ 0.2 $ - $ -
Spot Radio $ - $ - $ - $ - $ 0.1 $ 0.1 $ 0.2 $ 1.7 $ - $ - $ - $ - $ - $ -
Internet $ - $ - $ - $ - $ - $ - $ 19.8 $ 19.6 $ 30.5 $ 56.4 $ 71.6 $ 106.9 $ 186.9 $ 108.8
Outdoor $ - $ - $ - $ 0.2 $ 2.1 $ 1.9 $ 2.7 $ 2.3 $ 1.2 $ 0.5 $ - $ 0.1 $ - $ -
TOTAL (MM) $ 0.8 $ 5.6 $ 18.5 $ 38.2 $ 129.5 $ 105.0 $ 56.3 $ 55.0 $ 46.8 $ 86.3 $ 137.8 $ 181.5 $ 270.1 $ 185.3
43