Syndicated Television: The Daytime Leader

Syndicated Television: The Daytime Leader

Is Growing +2.5% Syndication Day Network Day -5.1% while network day is declining Source: Nielsen W25-54 AA/GAA (000) October-March 2004/05 vs. 2003/04

The Majority Of Daytime Programming Mon-Friday ABC CBS NBC FOX WB UPN 9-10A 10-11A 11-12P SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION 12-12:30P* SYNDICATION SYNDICATION SYNDICATION SYNDICATION 12:30-1P SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION 1-3P SYNDICATION SYNDICATION SYNDICATION 3-4P SYNDICATION SYNDICATION SYNDICATION * 12-12:30P May vary by market for ABC, CBS, NBC & FOX.

Syndication Dominates Day M-F 9AM-4PM 67% 33% Network Day % hours of programming

A Ratings Leader Every Day # of Shows in Top 10 Women 25-54 5 5 5 5 5 Network Day 5 5 5 5 5 Monday Tuesday Wednesday Thursday Friday Source: Nielsen 9/27/04-3/27/05 AA/GAA (000) M-F 9A-4P excludes specials, sports and children's programming.

: Higher, Faster Reach Women 25-54 GRPs/Week 45 4 Week Reach 35 25 15 10 20 30 40 50 60 70 80 90 100 Network Day Source: IMS Nielsen Persons Cume Study

Dramatically Improves Reach 50% Syndication / Constant Dollars Reach 32% Increase in Reach 31 41 Network Day Only Network Day + Day Syndication Network Day Source: IMS Telecume, Nielsen, CMR

While Minimizing Wearout 50% Syndication / Constant Dollars Frequency Heaviest Viewer 23 16 30% Less Frequency Network Day Only Network Day + Day Syndication Network Day Source: IMS Telecume, Nielsen, CMR

Attracts New Viewers Every Day Talk W25-54 45 40 35 30 25 20 15 10 5 0 M T W Th Fr Source: Nielsen Npower Report, Nov 8-12 2004, W25-54

Daytime Viewers Are Valuable Consumers

They Spent $635B On Groceries In 2004 Reaching Frequent Shoppers More Often Than Viewers of Network Day Pathmark 144 246 Piggly Wiggly 109 159 Acme IGA Food Lion A&P Stop 'N Shop 88 155 141 153 145 126 123 122 118 116 Wal*Mart Super Center 108 105 Network Day Source: MRI Fall 04. Base= Wm. Index: Shopped 4+ times/ last 30 days. Progressive Grocer, 72 nd Annual Report of the Grocery Industry, April 2005.

They Spent $635B On Groceries In 2004 And Viewers of Network Prime Pathmark 162 246 Piggly Wiggly Acme 88 159 155 137 IGA 104 153 Food Lion 98 126 A&P Stop 'N Shop Wal*Mart Super Center 122 106 116 111 108 104 Network Prime Source: MRI Fall 04. Base= Wm. Index: Shopped 4+ times/ last 30 days. Progressive Grocer, 72 nd Annual Report of the Grocery Industry, April 2005.

They Frequent Popular Restaurants More Likely Than Viewers of Network Day 161 137 123 117 Family/ Steak QSRs Network Day Source: MRI Fall 04. Base=Women. Index: 9+ Times/30 Days Syndication vs 6 Network Prime.

They Frequent Popular Restaurants And Those of Network Prime 161 121 123 144 QSRs Family/ Steak 6 Network Prime Source: MRI Fall 04. Base=Women. Index: 9+ Times/30 Days Syndication vs 6 Network Prime.

They re Shopping The Major Retailers More Likely Than Viewers of Network Daytime Old Navy 111 212 Gap Sears, Roebuck & Co. K Mart Wal-Mart JCPenney 135 141 115 116 126 117 185 180 183 170 time Network Daytime Source: MRI Fall 2004. Base = Women Index: Shopped 4+ times in the last 30 days

They re Shopping The Major Retailers And Those of Network Prime Old Navy 160 212 Gap Sears, Roebuck & Co. K Mart Wal-Mart JCPenney 118 140 138 115 112 126 106 170 185 183 time 6 Network Prime Source: MRI Fall 2004. Base = Women Index: Shopped 4+ times in the last 30 days

They Care About Their Appearance Higher Incidence Than Viewers of Network Day 140 162 142 172 155 94 Temporary Rinse Semi- Permanent Color Bleach or Lightener Network Day Source: MRI Fall 04. Base=Women. Used in last 6 months.

They Care About Their Appearance And Viewers of Network Prime 140 111 162 125 172 99 Temporary Rinse Semi-Permanent Color 6 Network Prime Bleach or Lightener Source: MRI Fall 04. Base=Women. Used in last 6 months.

They Watch What They Eat With A Higher Incidence Than Network Day Viewers, They Buy Food Labeled As... 121 123 109 109 129 119 107 79 Fat Free Sugar Free Low Sodium High Fiber Network Day Source: MRI Fall 04. Base=Women.

They Watch What They Eat With A Higher Incidence Than Network Prime Viewers, They Buy Food Labeled As... 121 123 118 129 112 112 114 107 Fat Free Sugar Free Low Sodium High Fiber 6 Net Prime Source: MRI Fall 04. Base=Women.

They re Aspirational More Than Network Day 136 110 Achieving a higher social status Network Day Source: MRI Fall 04. Base=Women. (Lifematrix: Very Important)

They re Aspirational And more than Network Prime 136 102 Achieving a higher social status 6 Network Prime Source: MRI Fall 04. Base=Women. (Lifematrix: Very Important)

Source: MRI Fall 04. Base=Women. Index: Intent to purchase/lease. They re Buying New Cars Greater Likelihood Than Network Day 111 106 100 100 112 91 4-Door Car Minivan SUV Network Day

Source: MRI Fall 04. Base=Women. Index: Intent to purchase/lease. They re Buying New Cars And Comparable To Network Prime 111 107 106 105 112 101 4-Door Car Minivan SUV 6 Network Prime

They Purchase The Latest Technology 125 118 With a Greater Intent Than the Viewers of Network Day 133 138 126 115 148 108 Flat Screen /Plasma Large Screen TV (43"-65") Portable DVD Player Home Theater Network Day Source: MRI Fall 04. Base=Women. Index: Intent to purchase.

They Purchase The Latest Technology And Viewers of Network Prime 125 110 133 138 121 118 148 118 Flat Screen /Plasma Large Screen TV (43"-65") Portable DVD Player Home Theater System 6 Network Prime Source: MRI Fall 04. Base=Women. Index: Intent to purchase.

More clutter in a pod reduces the impact of every commercial Perianne Grignon VP, Media Services, Sears Co-Chair ANA TV Adv. Committee

Day Syndication - Lower Clutter # Non-Programming Minutes/Hour 15 17 Network Day Network Day Source: Syndication: SNTA 04/05 Member Survey Network Day: MPG Television Clutter Analysis, Adviews (1.3.05 1.30.05)

Less Than 3 Minutes In Length % National Breaks Less Than 3 Minutes in Length 88% 90% Total Synd M-F Day Source: SNTA 04/05 Member Survey.

Short Commercial Pods Average Pod Length For National Breaks 2:25 National Exclusive Breaks 1:55 Source: SNTA 04/05 Member Survey.

: 80%+ In A and B % A and B Positions 81% 74% 88% Day Talk Day Court Day Other Source: SNTA 04/05 Member Survey. Percentages based on :30 unit basis.

Operationally In Tune 2 3 day commercial integration Sometimes even less Day and date availability No integration fee

Doing Business In Exciting New Ways

Integrated Communications Solutions

Award Winning Programming 16 Daytime Emmy Awards in 2005 More awards than any broadcast or cable network

America s Favorite TV Personalities Source: Harris Interactive 2004

Exciting New Programs Coming To Daytime

Syndicated Television 2005 Growth Higher Reach Low Clutter Environment Delivering Valuable Consumers Branded Entertainment 2-3 Day Commercial Integration Day/Date Scheduling No Integration Fee The Best Shows on TV

Syndicated Television: Get With The Program