TV VIEWERSHIP REVIEW...achieve more sm tv viewership review: media week 15: april 6 th– april 12 april 17, 2020. 1

ACHIEVE MORESM

TV VIEWERSHIPREVIEW:

MEDIA WEEK 15: APRIL 6TH – APRIL 12TH

April 17, 20201

2

VIEWERSHIP DEEP DIVE

WEEKLY VIEWERSHIP TRENDS

3© 2020 Active International. Proprietary & Confidential

After surpassing 2019 Week 14, viewership has declined slightly in Week 15, though it has remained at near 2019 levels

Average Number of Weekly Viewers

0%

20%

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80%

100%

120%

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 150

500

1,000

1,500

2,000

2,500

3,0002020 Viewership (000)

% of 2019 Viewership

Source: Nielsen National TV Ratings

DAILY VIEWERSHIP TRENDS


Weekday viewership continued to perform above expectation, with a peak on Wednesday of last week. Weekends have seen major drops in viewership in the last 4 weeks.

United States TV UsageTotal Day, Total Person

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2020 Viewership (000)% of 2019 Viewership


NETWORK GENRE PERFORMANCE


Though still far above 2019 levels, News viewership has dropped somewhat over the last couple weeks, as the amount of new information about COVID-19 has slowed down. Lifestyle

networks, on the other hand, have continued to see gains.

News NetworksBBC America; CNBC; CNN; FOX Businesses; FOX

News; Headline News; MSNBC; Weather

Entertainment NewsA&E; Adult Swim; American Heroes; AXS; BET; BET Her; BOUNCE;

CARTOON; CCDXD; CMT; COM; COMEDY.TV; COMET; COZI; CWN; DISCOVERY Networks; E!; EL REY; ESCAPE; FX; FXX; GAMESHOW;

NET; GRIT; HALLMARK DRAMA; HEROES; HISTORY; ID; IFC TV; INSPIRATION; LAFF; METV; MOTOR; MTV; MTV2; NATGEO Networks; NITE; REELZ; SAMC; SMITH; SYFY; TBS; TLC; TNT; TRAVEL; TRU TV;

TV LAND; UP; USA; VH1; VICE; WE; WGNA

Lifestyle NetworksANIMPL; BRAVO; COOK; DESITNATION AMERICA;

DIY; FOOD NETWORK; FYI; GREAT AMER COUNTRY; HGTV; ION; LIFETIME; LOGO; MY DESTINATION;

OVATN; OWN; OXYGN; POP; RFDTV;

0

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W8 W9 W10 W11 W12 W13 W14 W15

Average Weekly Viewership

2019 2020

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W8 W9 W10 W11 W12 W13 W14 W15


2019 2020

160170180190200210220

W8 W9 W10 W11 W12 W13 W14 W15


2019 2020


NETWORK GENRE PERFORMANCE


Viewership for Hispanic Networks, and Sports Networks have all flattened over the last few weeks as people settle into their new routines, without live sports.

Hispanic NetworksAZTECA; ESTR; GALA; NBC UNI; TELEMUNDO;

UNIMAS; UNIVISION

Kids & Family NetworksBABYFIRST; BOOMERANG; DISNEY; DISNEY JR; FAMILY

ENTERTAINMENT; FREEFORM; HALLMARK; NICK; NICK JR; NICKTOON; TEEN NICK; UNI KIDS

Sports NetworksBEIN; BEIN HISP; ESPNL ESPN DEP; ESPN2; FOX

SPORTS 1; FOX SPORTS 2; GOLF; MLBTV; NBATV; NBC SPORTS; NFL NETWORK;TENNIS

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2019 2020

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2019 2020

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2019 2020

TOP MONTH-OVER-MONTH CHANGE


UP (focused on uplifting Christian programming) has had the most growth since Week 10 as many are not attending service in person. Lifestyle networks have also seen big boosts over the last few weeks.

Channel

Average Viewership this

week (000)UP 117

FX Movies 125

FYI 102Great American Country 66

CNN 1,247

Lifetime 354

American Heroes 81

DIY 146

NatGeo Wild 188

Hallmark Drama 81

Average Viewership, Change in the 6 Weeks


UP

FX Movies

FYI GAC CNNLifetime

American Heroes DIY

NGWildHallmark Drama

-25%

0%

25%

50%

75%

100%

125%

Week 10 Week 11 Week 12 Week 13 Week 14 Week 15

BOTTOM MONTH-OVER-MONTH CHANGE


With no live sports, sport networks continue to plummet in viewership. Interesting OWN has also struggled in the last week.

Average Viewership, Change in the Last Month


Channel

Average Viewership this

week (000)

OWN 136

FOX Sports 1 71

FOX 203

ESPN2 76

MLBTV 31

NBATV 21

NBC Sports 50

Golf Channel 36

Tennis Channel 13

ESPN 182

FOXESPN2MLBNBA

NBC Sports

GolfTennisESPN

FS1

OWN

-75%

-50%

-25%

0%


DEMO REVIEW: GENDER


Females 25-54 have returned to 2019 viewership, with major growth coming from News, Hispanic, and Movie Networks. Whereas, male viewership remains lower than 2019, driven by lack of live sports.

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Viewership Trends by Gender (Age 25-54)

Male 2019 Male 2020Female 2019 Female 2020

+82%+39%

+11%

-2%-19%

+18%

-57%

+82%

+28%

+23%

-3%

-13% +17%-61%

0102030405060708090

News Hispanic Lifestyle Entertain… Kids & Family Movies Sports

Network Genre by Gender(Age 25-54)

Female Male

DEMO REVIEW: AGE


Adults over 65 have continued to watch TV at slightly higher levels than in 2019, but both 18-64 year-old viewership have dropped slightly since last week. Interestingly, while News is viewed most by those 65+, it is 18-34 year-olds that have increased News-viewing more year-over-year.

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Viewership Trends by Age

18-34, 2019 18-34, 2020 35-64. 201935-64, 2020 65+, 2019 65+, 2020

+88% +32%+3% -13% +15%

-27%-68%

+75%

+35% +20% +4%+22%

-6%-57%

+57%

+45% +14% +7% +14%+14%

-64%

0

100

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News Hispanic Lifestyle Entertain… Movies Kids & Family Sports

Network Genre by Age

18-34 35-64 65+

(% YOY Difference)

DAYPART TRENDS


Daytime and Early Fringe, though declining slightly in the last week, continue to outperform their average viewership. Prime and Weekend have instead continued to fall below their 2020 average.

% Difference from 2020 Daypart Average

-20%

-10%

0%

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Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15

Morning Daytime Early Fringe Prime Late Fringe Overnight Weekend

ACHIEVE MORESM12

DR ADVERSTISER TRENDS

ADVERTISER CATERGORIES’ RESPONSES


Travel & Entertainment Venues not at fewer than 1000 weekly airings combined, it’s no surprise they’ve continued to decline. Mainly other categories have stabilized in airing in the last 6 weeks.

Distribution of Airings over the Last 6 Weeks, by Category

Music and Video

Public Service Education

Drug & Toiletry InsuranceElectronics & Software

Retail & RestaurantHealth Legal ServicesPersonal Care Home &

GardenCommunicationsFinancial

Homeware & AppliancesOnline ServicesTransportation

Travel & Tourism

Entertainment Venues0%

5%

10%

15%

20%

25%

30%

35%

40%


TOP ADVERTISERS IN HIGH-INCREASE CATEGORIES


Driven by spending on the ad campaign for Trolls World Tour, Music & Video has seen the largest WOW growth, followed by Transportation, as Carvana.com makes a big push to be back on air pulling back previously. MasterClass and SNHU also drove growth in Education after previously pulling back.

Drug & Toiletries Music & Video Education Transportation (Sales and Repair

# of Airings %WoW

Total 2006 +77%

Trolls World Tour 1709 +431%

MTV Push 136 +11%

Amazon Music 134 -80%

# of Airings %WoW

Total 29294 +23%

GoodRX.com 6509 -2%

Humira 3012 +12%

Neuriva 1816 +10%

# of Airings %WoW

Total 11791 +22%

Masterclass 2719 +170%

University of Phoenix 1468 -7%

SHNU 1245 +29%

# of Airings %WoW

Total 2869 +53%

Carvana.com 1928 +2116%

Endurance Auto Rep. Ins. 282 -4%

Mahindra RoxorOffroad 212 N/A

Source: DR Metrix

TOP ADVERTISERS IN INCREASE CATEGORIES


Public Service remains a growing category as continued focus is put on informing the public on COVID-19. Noom also continued to grow in airings. Sling TV increased over 20-fold trying to reach new TV views. Whereas Dollar Shave has pulled back, as grooming has become less of a daily necessity for many.

Public ServiceCommunications Health & Fitness Beauty, Hygiene & Personal Care

# of Airings %WoW

Total 8316 +16%

GoDaddy 2284 +8%

AT&T 765 +37%

Sling Television 719 +2379%

# of Airings %WoW

Total 23339 +12%

#Alone Together 3433 +22%

United States Census 2020 2182 -36%

American Red Cross 2065 +61%

# of Airings %WoW

Total 34319 +8%

Noom 3115 +118%

Nugenix Total-T 1996 -12%

Pataday 1500 N/A

# of Airings %WoW

Total 11107 +7%

Keeps 1489 -2%

hims 1392 +2%

Dollar Shave Club 969 -23%

Source: DR Metrix

TOP ADVERTISERS IN STABLE CATEGORIES


Electronics & Software saw some WOW growth as the 30 Day Fitness App went on air last week. Housewares & Appliances, and the Miscellaneous advertisers have remained pretty consistent, though Farmers Dog has upped airings as pe owners need a option that will deliver

MiscellaneousElectronic & Software Housewares & Appliances

# of Airings %WoW

Total 18594 +4%

NordVPN 1916 +17%

30 Day Fitness 1708 N/A

Calm 1510 -29%

# of Airings %WoW

Total 42006 -3%

GrubHub.com 2359 -3%

Stamps.com 2205 +7%

The Farmers Dog 1757 +28%

# of Airings %WoW

Total 4089 -2%Bissell Cordless Mac 1015 +12%

Mighty Sight 334 -9%

Granite Stone / Granite Rock 322 -14%

Source: DR Metrix

Home & GardenTravel, Vacation and Hotel

TOP ADVERTISERS IN DECREASE CATEGORIES


Advertisers in these categories have also remained relatively stable WOW with their big adjustments (up or down) having already happened in prior weeks. In Home & Garden, real estate brand Home Light reduced airings, while Terminix increased airings as we move into spring.

Legal Services

# of Airings %WoW

Total 855 -6%Low Cost Airlines 489 -6%

SmartFares 240 +14%

National Park Service 57 +24

# of Airings %WoW

Total 16713 -9%

Home Light 1491 -38%

Terminix 1076 +113%

Wayfair.com 908 -2%

# of Airings %WoW

Total 6446 -10%Mesothelioma ~ MRHFM 1094 -3%

Earplug ~ TJ Henry 704 +10%

Mesothelioma ~Sokolove 439 +41%

Source: DR Metrix

Insurance

# of Airings %WoW

Total 42719 -5%

Liberty Mutual 5993 -3%

Geico 4606 -5%

Progressive 4279 -7%

Financial Retail, Restaurant & Food Venues

TOP ADVERTISERS IN HIGH-DECREASE CATEGORIES


Brands in these categories continued to pull back as consumer spending and confidence has fallen. Jackson Hewitt, the Tax specialist have increase spending despite the tax deadline being moved back. Sonic, the drive through, has also increased airings.

# of Airings %WoW

Total 25312 -21%

Domino’s 4686 -7%

Little Caesars Pizza 3173 -14%

Sonic 2214 +193%

# of Airings %WoW

Total 22179 -15%

Chime 2328 -39%

JG Wentworth 1245 -5%

Jackson Hewitt 1031 +92%

Source: DR Metrix

Online Services & Shopping

# of Airings %WoW

Total 6305 -14%

Experian Boost 1493 -12%

Touch of Modern 1047 +3%

Poshmark 750 +4%

Entertainment Venues

# of Airings %WoW

Total 24 -64%KPMG Women’s PGA 18 N/A

Spartan Mowers 4 +33%

Pro Football Hall of Fame 2 -91%

Documents

TV VIEWERSHIP REVIEW...achieve more sm tv viewership review: media week 15: april 6 th– april 12 april 17, 2020. 1