Media Consumption HabitsCollege Degree or Higher (Education)

• A large majority of those with a college degree or higher see Television as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”

Well-Educated People Love The Entertainment Value of Television

Source: 2013 GfK MRI Doublebase

“At Least One Child in HH” Media Attitudes(% that agree with statement)

Best Video Device: Well-Educated People Overwhelmingly Prefer TV

Best Device for Watching Video

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video? 

5%

2%

22%

College Degree or Higher

80%Television

Computer

Smartphone

Tablet 7%

3%

28%

All Respondents

75%

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device1056 On which of the following devices do you find advertisements most memorable?

“Device On Which Advertising Is Most Memorable”(Among Owners of Each Device) – College Degree

or Higher

Television Ads Are “Judged” Most Memorable by Well-Educated People

Television

Computer

Smartphone Tablet

“I Expect To See Advertising On This Device (Top 2 Box)”

College Degree or Higher

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device1000/1005/1010/1015 How much do you agree with the following statement - “I expect to see advertising on this device” – when watching video on a particular device? (Top 2 Box – strongly agree, agree)

Television Has The Highest Advertising Acceptance Among Well-Educated People

Television

Computer

Smartphone Tablet

Television Ads Encourage Further Investigation By A Well-Educated Demo and Ultimately Move Products Off the Shelves

CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching.

57% Look up information online about an advertisement currently watching

59% Once a week or more

55% Shop online or purchase something they have seen on a show / advertisement they are currently watching

College Degree or Higher

How Often?

49% Once a week or more

Well-Educated Adults Spend Over 15 Hours Watching Cable

Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

Ad-Supported Cable Has A Large Majority of The Available GRPs Within The Highly Educated Demo

Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

Cable Ratings Against Well-Educated Adults Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined

Total Day College Degree+ Rating (A18+)10-Year Trend

*Time period reflects 1Q only in each year

Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

Cable’s Share Against Well-Educated Adults Has Been Steadily Increasing Over The Last 10 Years While Broadcast DeclinesTotal Day Cable/Broadcast College Degree+ Share (A18+)

10-Year Trend

*Time period reflects 1Q only in each year

Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14