Television Viewing Preferences & Online Synergy Males 25-54 August 2011

1. Television Viewing Preferences & Online SynergyMales 25-54August 2011

2. TV & Online Synergy • There is little doubt that Canadians are spending more time than ever online, however contrary to some reports online is having little effect on TV viewing • In fact, the results of this study indicate that 40-50% of people surveyed under the age of 55 use the Internet while simultaneously watching Television, and, they pay attention to both alternatively • Rather than taking away from time spent with Television, people are using both TV and the Internet at the same time • While viewers have several options available to choose from, they overwhelmingly choose to watch TV on a TV set in the comfort of their home as opposed to a computer or mobile device screen

3. TV & Online Synergy • In addition, there is a symbiotic relationship for advertisers • More than half of those surveyed under the age of 55 have gone online based on something they saw in a television commercial • Of those people, most researched the product or service or requested information, but a significant proportion go on to make an online purchase • This result highlights the unique role that Television and the Internet each have in the “purchase funnel”

4. TV & Online Synergy • Television at the top of the purchase funnel provides a very immersive environment which enables advertisers to create a need state among customers/viewers (see Innerscope Media Effectiveness Study) • The Internet further down the purchase funnel provides advertisers with a very flexible environment which enables them to provide customers with the additional information they require before making a purchase, or in some cases facilitates the purchase

5. Time Spent with Television vs. the Internet Hours per week Source: TV - BBM Canada 2010/11 Broadcast Year measured by PPM; Internet – comScore measured by Media MetrixJune 2011 (3-month average)

6. Time Spent with Television by Internet GroupInternet use has little effect on time spent with Television Hours of Television per week Source: BBM Analytics RTS Spring 2011; Base P12+ Note: RTS is a self-report survey in which weekly time spent with Television is generally reported a level lower than what is actually measured by PPM.

7. Preferred Screen - % Males 25-54 Q: Thinking about watching your favourite TV programs,where would you rather watch them? Source: BBM Analytics OmniVU August 2011

8. Preferred Location - % Males 25-54 Q: How would you most prefer to watch TV programs? Source: BBM Analytics OmniVU August 2011

9. Preferred Screen - % Males 25-54 Q: Could watching your favourite TV programs on a computer or mobile device replace watching them on your home TV as your PREFERRED method of watching television? Source: BBM Analytics OmniVU August 2011

10. Simultaneous Use - % Males 25-54 Q: In the past week have you watched TV and used the internet at the same time? Source: BBM Analytics OmniVU August 2011

11. Simultaneous Use - % Males 25-54 Q: While you were watching TV and using the internet at the same time, were you paying attention to both? Source: BBM Analytics OmniVU August 2011

12. Simultaneous Use - % Males 25-54 Q: Did you pay more attention to the Television or the Internet, or did you switch back and forth? Source: BBM Analytics OmniVU August 2011

13. Synergy - % Males 25-54 Q: Have you ever gone online and searched for information or a website based on something you saw in a television commercial? Source: BBM Analytics OmniVU August 2011

14. Synergy - % Males 25-54 Q: When you went online and searched for information or a website based on something you saw in a television commercial, what did you do? Source: BBM Analytics OmniVU August 2011