7. FRAGMENTATION Some advertising isn’t working like it once did Medium 1970 2005 TV Channels per HH 7 80+ Magazine Titles 9,500 25,000+ Radio Stations 6,500 12,000+
9. CBS Out-of-Home Program w/ Spot TV Schedule Notes: The hypothetical Spot TV budget was set to approx. $1.5million. CBS OOH Program: 2007 4-Week Planning Rates CBS Outdoor Bulletin Coverage: Los Angeles, Orange County, Riverside & San Bernadino Counties, CA. CBS Outdoor Shelter Coverage: Los Angeles County CBS Outdoor Bus Coverage: Los Angeles & San Bernadino Counties Spot TV CPPs: SQAD-MMG 3 rd Qtr. 2007 Estimates Spot TV GRP distributions: 25% Daytime, 25% Primetime, 25% Early Fringe and 25% Late Fringe Target: Adults 18+ Market: Los Angeles DMA CPM (Imp.) # of Imp. Avg. Frequency 3+ Eff. Reach DMA % Reach DMA # of Units/GRPs Monthly Cost MEDIA TYPE: $21.39 70,356,000 7.6x 58.2% 72.9% 552 GRPs $1,505,227 Hypothetical Spot TV Schedule $21.25 44,025,000 5.2x 47.0% 66.3% 346 GRPs $935,695 Reduced Spot TV Schedule $4.04 140,774,000 12.4x 73.4% 88.7% 1,100 GRPs (20 Bulletins + 115 Shelters + 325 KSBPs) $569,183 CBS Outdoor Bulletins & Shelters & KSBPs $8.14 184,800,000 15.0x 89.1% 96.2% 1,445 GRPs $1,504,878 CBS Outdoor OOH Program + Reduced Spot TV
10. TV’s Light Viewers are Similar to Outdoor’s Heaviest Drivers - Media Audit, OAAA
12. Higher Vehicle Mileage = More Time With Radio Source: 2003 Arbitron Inc./Edison Media Research In-Car Study 1 - 99 Vehicle Milers Per Week 2:45 (hr:min) 100 - 260 Vehicle Miles Per Week 2:50 (hr:min) 261 or More Vehicle Miles Per Week 3:27 (hr:min)
13. 80% of Heavy Outdoor Viewers Listen Source: Media Audit to the radio during rush hour
16. Outdoor Cuts through Newspaper Clutter Source: 2003 Arbitron Inc./Edison Media Research In-Car Study Average Daily Media Time Spent (Hours:Minutes)
