AARP Capabilities Presentation for IHOP

1. 360°Capabilities and IHOP

2. The Changing Face of the American Restaurant Consumer Boomers 50+ 0 14 mil 33 mil 54 mil 75 mil Annual Share of Family Restaurant/Steakhouse Visits by Age 1994 1999 2004 2009 2014 SOURCE MRI Spring 1994, 1999, 2004, 2009. AARP estimate of 2014 use based on 2009 data adjusted for population change projected by the U.S. Census from 2009 to 2014. 18-34 35-49 50+ 33% 31% 32% 30% 30% 30% 31% 28% 28% 26% 37% 38% 40% 42% 44%

3. The Bottom Line Age 50+ +382 million Age 18-49 +39 million 91% of growth in dining out over the next five years will come from 50+ 5-Year Change in Restaurant Visits (# of times visited annually) SOURCE MRI Spring 1994, 1999, 2004, 2009. AARP estimate of 2014 use based on 2009 data adjusted for population change projected by the U.S. Census from 2009 to 2014.

4. Membership Makes the Difference Source Fall 2009 MRI Dine out 5+ times past 30 days Dine out on weekdays Dine out at IHOP 151 89 129 92 123 80 In the past 6 months, 27 million AARP Members have dined out Over 125 million times + They’re more likely than non-members to dine out frequently, on weekdays, and do so at IHOP … and drives sales for the casual dining industry AARP Members Age 50+ Non-Members Index

5. Boomers Outspend Their Younger Counterparts Boomers account for $2.5 trillion in spending vs. $1.5 trillion for the 25-49 segment

6. Fueled by Boomers, 50+ is the Largest Demographic Source U.S. Census Bureau In 5 years, 100% of all Boomers will be 50+ (70% right now) 2009 2013 2050 Age 50+ 96 105 161 35 – 49 65 62 81 18 – 34 72 75 96 Population (millions)

7. About AARP 50+ Advocacy Organization + Founding premise: collective voice/buying power + National + grassroots – every state Mass Reach + 43% of all 50+ are AARP members - 40 million + growing Trusted Brand + Most relevant + trusted brands among 50+ Consumer Mindset + #1 reason to renew is for publications Source: AARP, U.S. Census Bureau

8. AARP Media Leading media choice for companies who want to reach the 50+ market + Only major media created for and about 50+ Americans + Distinctive lifestyle, news + multi-cultural platforms + 360°assets – print, web, broadcast, events

12. One Magazine 3 Life Stage Versions

32. AARP’S PRIME TIME FOCUS Prime Time Focus is one of the most popular daily news and features series in the country, heard on more than 500 stations. Covering consumer, medical, and cultural topics, Prime Time Focus appeals to thousands of baby boomer and older listeners who tune in to the daily 90-second program and five-minute weekend broadcasts. + Advertiser’s can underwrite this 90-second program with a 10-second commercial tag for one week (Must be a national buy) + Total estimated impressions: monthly total - 18,240,000 + Underwriting Announcement: live-read of the advertiser message can be incorporated at the beginning or end of the radio program. Broadcast: AARP RADIO Please Note: Participation pends AARP approval .

33. Broadcast: AARP RADIO cont’d Host: NPR veteran Alyne Ellis is the new host of Prime Time Focus. A native Washingtonian, Alyne started her radio career at DC’s public radio station WAMU. She served as program director at stations in Tampa and Shreveport. In her twenty years at National Public Radio, Alyne was a highly respected producer and editor, working on stories that aired on All Things Considered and Morning Edition, and other programs, with an emphasis on arts and culture. Alyne is the winner of many awards including the Robert F. Kennedy Award, the Gold Cindy and Unity Award. Broadcast Time: The Monday through Friday Prime Time Focus radio programs are each 90 seconds long, with the weekend edition running five minutes. Stations: Prime Time Focus is not associated with any one network/carrier. A list of the over 500 stations where Prime Time Focus airs can be found on: http://www.aarp.org/aarp/broadcast/aarp_radio/ptf_stations/ Investment: $15,000/ 4-weeks (24 spots) on an average of 500 stations daily

34. IHOP Opportunities

40. Healthy Living Program AARP The Magazine + Practical guide to healthy IHOP for Me Menu + 2010 Nov/Dec ATM issue + One full page advertorial runs adjacent to IHOP full page ad + Commitment and copy point Aug 5 + Space Aug 13/Materials Aug 24 Receive a BONUS advertorial page adjacent to each full-page ad (at net earned rate) running in our Healthy Living special section

45. The only major media franchise for and about 50+ Americans