2008 Television Viewership

Where Viewers Turn First Q 13: If you didn’t know in advance what programs you were going to watch, which network would you turn to first? 2004 CBS (24%) NBC (24%) ABC (21%) FOX (17%) PBS (8%) Discovery (7%) ESPN (6%) HBO (6%) 2006 ABC (22%) NBC (20%) CBS (18%) FOX (13%) Discovery (11%) PBS (8%) History (8%) 2008 NBC (20%) ABC (19%) CBS (16%) FOX (13%) Discovery (8%) ESPN (7%) History (7%) CNN (6%) PBS (5%) HBO (5%) CNN (6%) ESPN (6%) HBO (4%) CNN (4%) History (4%) 0 The Core Programs  What makes a series “core”?” – viewing (unaided + aided past month self-reported viewing) – evidence of brand strength (unaided past month viewing) – favorite status (PBS primetime viewers) – status among members (favorite status among known members) ANTIQUES ROADSHOW NATURE NOVA MASTERPIECE NEWSHOUR FRONTLINE MYSTERY! GREAT PERFORMANCES AMERICAN EXPERIENCE 83% 56% 50% 47% 43% 37% 26% 25% 22% WASHINGTON WEEK AMERICAN MASTERS NOW 19% 10% 6% Index = Sum of % past month viewing (aided/unaided) + past month viewing (unaided) + named favorite by any viewer (national phone sample) + named favorite by members (known member sample) 1 Trend in Ratings Corresponding to the Survey Period* Each Year (*January – February) 4.0 3.5 3.0 2.5 2.0 1.5 1.0 0.5 0.0 2004 2006 2008 Nielsen NSI Data – Unweighted average household audience ratings based on 56 metered markets. 2 “Every Chance I Get” + “Often” by Audience Segment Genre Interests P&P C&C M&E E&O I&I 46% 31% 50% 39% 28% 55% 34% 49% 53% 34% 68% 47% 46% 51% 32% 21% 17% 22% 29% 21% 31% 15% 16% 12% 8% Q 24: How frequently do you typically watch each of the following types of programs during primetime? Base: Total primetime viewers (1,372); Progressive & Passionate (107); Controlled & Contributing (83); Measured & Engaged (75); Enthusiastic & Open (165); Innovating & Inclined (162). 3