The TVB Media Comparisons Study 2010, conducted by Knowledge Networks, reveals that television remains the most consumed medium across various demographics, significantly outperforming other forms such as newspapers and the internet. Key findings indicate high reach and daily engagement time with television, especially among older age groups and certain income levels. The study also highlights that television advertising is perceived as more authoritative, exciting, and persuasive compared to other media.

1. Media Comparisons 2010 Persons

2. TVB Media Comparisons Study In the field in January 2010 New Vendor: Knowledge Networks, utilizing their “Knowledge Panel” Online survey Knowledge Panel includes cell-phone only homes, as well as teens 1,562 respondents in total 1,421 P18+ An additional 141 P13-17 New medium added in 2010: Mobile

3. Television Reaches More People Each Day than Any Other Medium Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

4. People Reached Yesterday by Major Media (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Age Television Newspapers Radio Magazines Internet Mobile 18+ 89.5 38.6 60.6 28.6 67.5 14.3 18-34 82.4 23.4 57.5 22.8 75.2 23.8 18-49 85.9 30.2 61.7 25.3 75.3 18.9 25-49 87.5 33.2 66.1 26.6 75.3 17.9 25-54 88.0 35.1 67.0 27.9 73.1 16.8 35-64 92.3 43.1 65.0 31.0 66.2 11.3 65+ 96.9 62.8 45.7 33.4 49.4 0.3 13-17 86.2 19.8 58.4 24.5 79.0 15.4

5. People Reached Yesterday by Major Media (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Household Income Television Newspapers Radio Magazines Internet Mobile Under $25K 91.8 27.2 55.4 21.1 56.0 7.1 $25K-$50K 86.0 40.4 58.8 29.8 62.5 13.7 $50K-$75K 91.7 36.7 60.9 24.8 65.9 11.2 $75K+ 88.4 40.9 64.6 33.9 83.3 21.8 $100K+ 86.8 37.4 63.6 32.4 81.4 25.0

6. People Reached Yesterday by Major Media (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Education Television Newspapers Radio Magazines Internet Mobile <HS Grad 85.9 26.9 46.8 21.7 60.2 9.6 HS Grad 91.9 40.6 60.1 27.6 51.1 6.9 Some College 88.3 36.0 60.0 26.8 76.3 19.2 Coll Grad+ 89.9 42.0 71.9 35.5 85.5 21.2

7. People Spend More Time with Television Each Day Than They Do with Any Other Medium Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

8. Persons: Time Spent Yesterday in Minutes with Major Media Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Age Television Newspapers Radio Magazines Internet Mobile 18+ 319.2 26.4 91.2 15.6 156.6 19.2 18-34 232.8 13.8 73.2 13.2 192.6 33.0 18-49 267.6 19.2 90.6 13.8 181.2 25.2 25-49 273.6 20.4 100.8 13.8 168.0 21.0 25-54 283.8 21.6 106.2 15.0 160.2 19.2 35-64 348.6 32.4 106.8 16.2 147.0 14.4 65+ 431.4 34.2 59.4 19.2 93.0 0.0 13-17 226.8 7.8 66.6 12.6 152.4 31.2

9. Persons: Time Spent Yesterday in Minutes with Major Media Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Household Income Television Newspapers Radio Magazines Internet Mobile Under $25K 411.0 22.2 93.6 12.6 140.4 17.4 $25K-$50K 330.0 23.4 97.2 19.2 150.0 24.0 $50K-$75K 289.8 25.2 91.8 13.2 141.6 11.4 $75K+ 240.6 27.6 76.8 14.4 180.0 24.6 $100K+ 232.8 27.6 67.8 13.2 190.8 28.2

10. Persons: Time Spent Yesterday in Minutes with Major Media Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Education Television Newspapers Radio Magazines Internet Mobile <HS Grad 319.8 18.0 64.8 13.8 124.2 22.8 HS Grad 371.4 27.6 94.2 18.0 131.4 12.0 Some College 304.8 19.2 99.0 13.8 173.4 27.0 Coll Grad+ 246.0 32.4 92.4 15.0 190.2 19.8

11. Television Advertising Has the Best Perception Among Persons 18+ Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Most Authoritative

12. Persons: Most Authoritative Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Age Television Newspapers Radio Magazines Internet Mobile 18+ 60.8 15.4 8.6 10.8 4.4 0.1 18-34 56.2 16.4 8.3 9.9 8.7 0.4 18-49 60.0 14.1 9.6 10.1 5.9 0.3 25-49 62.2 12.4 10.5 9.5 5.0 0.4 25-54 61.5 13.6 9.7 10.2 4.6 0.3 35-64 61.7 14.9 9.6 11.1 2.5 0.1 65+ 70.2 14.6 2.3 11.9 1.0 0.0 13-17 67.8 10.3 9.0 7.9 4.6 0.4

13. Persons: Most Authoritative Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Household Income Television Newspapers Radio Magazines Internet Mobile Under $25K 59.7 14.0 12.1 11.4 2.6 0.2 $25K-$50K 59.9 15.9 7.3 11.9 4.3 0.8 $50K-$75K 66.7 12.6 5.9 10.6 4.2 0.0 $75K+ 60.1 16.1 9.0 9.1 5.7 0.0 $100K+ 61.1 13.9 9.9 11.0 4.1 0.0

14. Persons: Most Authoritative Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Education Television Newspapers Radio Magazines Internet Mobile <HS Grad 64.9 11.3 12.1 7.0 3.9 0.8 HS Grad 69.2 13.8 4.3 8.7 4.0 0.0 Some College 62.0 11.5 10.1 11.1 5.2 0.1 Coll Grad+ 50.1 22.6 8.5 14.5 4.3 0.0

15. Television Advertising Has the Best Perception Among Persons 18+ Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Most Exciting

16. Persons: Most Exciting Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Age Television Newspapers Radio Magazines Internet Mobile 18+ 83.4 2.5 3.2 6.0 4.5 0.4 18-34 78.0 1.6 4.8 6.3 8.7 0.7 18-49 81.1 1.6 4.4 6.7 5.7 0.5 25-49 82.1 1.8 4.0 6.1 5.3 0.6 25-54 82.4 2.2 3.6 6.1 5.1 0.6 35-64 84.8 3.2 2.5 6.4 2.8 0.3 65+ 94.1 1.0 1.8 2.2 1.0 0.0 13-17 85.0 1.0 1.4 5.0 7.2 0.4

17. Persons: Most Exciting Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Household Income Television Newspapers Radio Magazines Internet Mobile Under $25K 82.3 1.2 5.1 6.6 4.1 0.7 $25K-$50K 80.0 4.1 3.9 6.4 5.7 0.0 $50K-$75K 88.1 3.1 1.8 3.2 3.3 0.5 $75K+ 84.5 1.4 2.0 6.7 5.3 0.2 $100K+ 84.9 0.5 1.8 8.5 4.3 0.0

18. Persons: Most Exciting Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Education Television Newspapers Radio Magazines Internet Mobile <HS Grad 82.8 2.8 4.7 3.8 5.7 0.1 HS Grad 84.4 2.1 4.0 6.0 3.5 0.0 Some College 85.9 1.3 2.0 5.6 4.3 0.9 Coll Grad+ 81.3 3.1 2.1 7.6 5.7 0.2

19. Television Advertising Has the Best Perception Among Persons 18+ Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Most Influential

20. Persons: Most Influential Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Age Television Newspapers Radio Magazines Internet Mobile 18+ 85.7 3.1 3.8 2.0 4.5 0.9 18-34 82.5 1.8 2.2 2.2 9.4 1.8 18-49 84.4 2.4 3.4 2.2 6.7 0.9 25-49 84.7 2.4 4.2 2.5 5.9 0.3 25-54 84.6 2.4 4.2 2.6 5.6 0.5 35-64 86.8 3.7 4.6 1.8 2.5 0.5 65+ 88.2 4.1 3.8 2.6 1.3 0.0 13-17 85.7 1.6 1.3 6.8 4.2 0.4

21. Persons: Most Influential Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Household Income Television Newspapers Radio Magazines Internet Mobile Under $25K 85.7 2.2 1.9 3.9 3.6 2.7 $25K-$50K 81.2 4.2 5.3 2.4 6.3 0.6 $50K-$75K 86.7 3.7 5.5 1.5 2.6 0.0 $75K+ 88.3 2.2 2.0 2.1 5.0 0.4 $100K+ 90.8 1.9 1.3 1.5 4.5 0.0

22. Persons: Most Influential Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Education Television Newspapers Radio Magazines Internet Mobile <HS Grad 81.0 3.2 4.3 4.6 6.0 0.9 HS Grad 86.0 2.4 2.3 3.2 3.6 2.4 Some College 89.8 1.0 4.9 1.4 3.0 0.0 Coll Grad+ 84.8 5.2 3.0 1.2 5.9 0.0

23. Television Advertising Has the Best Perception Among Persons 18+ Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Most Persuasive

24. Persons: Most Persuasive Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Age Television Newspapers Radio Magazines Internet Mobile 18+ 78.1 5.1 6.0 6.1 3.9 0.9 18-34 77.0 3.1 5.4 7.2 6.4 0.9 18-49 77.3 3.0 6.8 6.8 5.2 0.9 25-49 78.6 3.0 6.2 6.3 5.1 0.8 25-54 78.1 3.4 6.4 5.9 5.1 1.1 35-64 78.5 5.3 6.6 5.7 3.1 0.8 65+ 79.0 9.5 4.1 4.9 1.2 1.4 13-17 74.4 7.5 5.2 4.2 8.3 0.3

25. Persons: Most Persuasive Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Household Income Television Newspapers Radio Magazines Internet Mobile Under $25K 82.2 3.7 4.3 6.5 2.2 1.1 $25K-$50K 74.3 5.3 6.8 7.5 5.6 0.5 $50K-$75K 79.7 5.5 5.0 5.6 3.1 1.1 $75K+ 76.3 5.9 6.8 4.7 5.6 0.6 $100K+ 74.5 5.7 7.3 6.9 4.7 0.9

26. Persons: Most Persuasive Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Education Television Newspapers Radio Magazines Internet Mobile <HS Grad 73.8 8.7 6.6 3.2 7.0 0.7 HS Grad 84.7 2.4 3.0 7.3 2.4 0.3 Some College 77.7 2.9 8.3 5.5 3.9 1.7 Coll Grad+ 73.9 7.7 5.9 7.0 4.8 0.6

27. Television Advertising Has the Best Perception Among Persons 18+ Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Most Engaging

28. Persons: Most Engaging Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Age Television Newspapers Radio Magazines Internet Mobile 18+ 77.2 4.0 4.9 6.9 6.2 0.8 18-34 75.8 2.5 4.8 6.5 9.6 0.8 18-49 76.5 3.4 5.1 6.2 7.5 1.3 25-49 76.1 3.6 4.9 7.7 6.0 1.7 25-54 76.4 3.3 5.4 7.3 6.0 1.4 35-64 78.1 4.6 5.3 5.9 5.1 1.0 65+ 76.4 5.0 2.6 14.8 1.2 0.0 13-17 77.0 0.4 4.2 4.3 12.3 1.8

29. Persons: Most Engaging Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Household Income Television Newspapers Radio Magazines Internet Mobile Under $25K 76.6 3.9 5.4 5.5 8.4 0.3 $25K-$50K 71.1 6.4 4.5 10.3 5.7 2.0 $50K-$75K 81.6 3.8 5.5 4.7 3.8 0.7 $75K+ 79.5 1.6 4.2 6.1 8.1 0.5 $100K+ 81.1 1.0 3.9 4.7 9.3 0.0

30. Persons: Most Engaging Advertising (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Education Television Newspapers Radio Magazines Internet Mobile <HS Grad 75.9 5.7 4.8 3.9 9.0 0.8 HS Grad 76.2 4.0 5.2 9.3 4.6 0.7 Some College 78.3 2.6 4.9 7.5 5.8 1.0 Coll Grad+ 78.3 2.9 4.3 5.5 8.0 1.0

31. More People Learn About Products and Brands from Television Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Persons 18+

32. Persons: Where Most Likely to Learn About Products or Brands They Might Try or Buy (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Age Television Newspapers Radio Magazines Internet Mobile 18+ 71.1 8.9 3.9 7.3 7.8 1.0 18-34 67.5 4.2 2.7 8.1 16.1 1.4 18-49 70.5 6.2 3.7 7.4 10.9 1.2 25-49 70.8 6.8 4.0 7.7 9.3 1.4 25-54 71.2 7.2 4.3 7.5 8.7 1.1 35-64 73.2 10.5 5.0 6.4 4.2 0.8 65+ 69.1 14.0 0.9 11.3 4.7 0.0 13-17 76.9 1.3 2.1 11.1 8.2 0.4

33. Persons: Where Most Likely to Learn About Products or Brands They Might Try or Buy (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Household Income Television Newspapers Radio Magazines Internet Mobile Under $25K 74.9 7.9 2.8 5.5 7.7 1.2 $25K-$50K 71.7 7.8 3.5 8.9 6.5 1.6 $50K-$75K 75.4 10.9 3.3 5.9 4.6 0.0 $75K+ 66.7 7.0 4.7 9.6 11.3 0.6 $100K+ 67.0 4.4 4.4 11.1 12.7 0.2

34. Persons: Where Most Likely to Learn About Products or Brands They Might Try or Buy (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Education Television Newspapers Radio Magazines Internet Mobile <HS Grad 77.4 6.1 0.9 7.3 6.8 1.5 HS Grad 77.7 9.3 2.4 5.5 3.8 1.3 Some College 68.5 6.2 6.6 8.0 9.9 0.8 Coll Grad+ 63.0 10.9 4.2 10.4 11.5 0.0

35. More People Say Broadcast Television is Their Primary Source of News Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Persons 18+

36. Persons: Primary Source for News (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Age Broadcast TV Cable News Networks Radio Newspapers Internet Public TV Mobile 18+ 40.9 15.2 7.5 10.2 17.4 7.8 1.1 18-34 28.8 15.1 6.3 7.1 30.4 9.0 3.3 18-49 34.3 14.3 8.7 8.9 24.1 8.0 1.7 25-49 36.9 12.6 10.0 9.3 22.4 7.9 0.9 25-54 38.9 12.6 9.6 9.5 20.6 8.0 0.8 35-64 44.2 15.4 8.5 11.7 12.8 7.4 0.0 65+ 59.0 15.0 5.3 11.3 3.3 6.2 0.0 13-17 37.9 12.3 5.8 7.1 24.7 11.0 1.2

37. More People Turn to Broadcast Television First for Local Weather, Traffic or Sports Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Persons 18+

38. Persons: First Source for Local Weather, Traffic of Sports (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Age Broadcast TV Cable News Networks Radio Newspapers Internet Public TV Mobile 18+ 57.1 4.5 9.6 3.7 15.6 7.5 2.0 18-34 43.0 5.2 9.4 1.8 27.8 7.7 5.2 18-49 48.3 4.8 9.2 3.5 22.5 8.6 3.2 25-49 50.1 4.3 9.8 3.6 21.2 8.7 2.4 25-54 52.9 3.9 10.5 3.4 19.5 7.9 2.1 35-64 61.5 3.8 10.0 4.9 11.1 8.0 0.7 65+ 76.7 5.7 7.7 3.0 3.1 3.5 0.3 13-17 43.0 4.4 6.7 5.1 23.2 11.7 6.0

39. More People Turn to Broadcast Television First for Breaking News Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Persons 18+

40. Persons: First Source When a Breaking News Story is in Progress (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Age Broadcast TV Cable News Networks Radio Newspapers Internet Public TV Mobile 18+ 46.1 25.6 3.9 1.2 16.1 6.4 0.8 18-34 35.9 21.7 4.9 1.0 26.8 8.2 1.6 18-49 39.8 22.6 4.6 0.8 23.7 7.5 1.1 25-49 41.5 22.2 5.4 0.4 22.3 7.4 0.7 25-54 43.4 22.9 4.9 0.3 20.7 6.9 0.7 35-64 47.7 28.0 3.7 1.4 12.7 6.1 0.4 65+ 68.8 24.2 1.8 0.0 2.0 3.2 0.0 13-17 43.3 20.8 3.0 1.3 22.5 8.7 0.4

41. More People Feel Broadcast Television is Most Involved in Their Community Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Persons 18+

42. Persons: Most Involved in Community (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Age Broadcast TV Cable News Networks Radio Newspapers Internet Public TV 18+ 57.0 2.7 6.6 22.9 3.9 6.8 18-34 51.3 2.9 7.1 19.5 9.1 10.2 18-49 55.7 2.8 6.9 20.5 5.9 8.2 25-49 57.4 2.6 7.2 19.9 4.9 8.0 25-54 58.1 2.3 7.1 20.4 4.4 7.8 35-64 58.7 2.9 6.2 24.5 1.7 6.0 65+ 65.3 0.5 7.1 24.8 1.0 1.4 13-17 42.4 4.9 6.9 17.4 14.0 14.5

43. High Percentages of Adults Have Ever Visited Websites Affiliated with Local Broadcast Television Stations Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

44. High Percentages of Adults Have Visited Websites Affiliated with Local Broadcast Television Stations in the Past 30 Days Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Base=Respondents who have ever visited local media website(s).

45. Local Broadcast Television Station Website Visitors are Likely to View Video Content on These Sites Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Base=Respondents who visited local broadcast station website(s) in the past 30 days.

46. Adults Turn to Local Television Station Websites for Local News and Event Information (%) Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Note: Multiple responses allowed.

47. Thank You